by Karen Kahn

As time moves toward a new year, now is a great time to think about new goals and directions. The more organized your focus, the higher your likelihood of success. Most lawyers with whom I work (and many people in other professions) start their planning process by thinking about what they will DO next year: what conferences and networking events they will attend; on what panels they will seek to participate; and what articles they will write. I encourage you to hold off thinking about specific actions and, instead, think first about WHO you would like to initiate and expand relationships with. Knowing the identity of specific WHOs allows you to strategically develop actions that are tailor-made to be effective with the individual person you wish to more deeply connect with.

There are two elements to utilize in order to create a highly valuable WHOs list:

1. There are three categories of individuals with whom you will connect:
    
   1. Engagers: Individuals and organizations who may want you engage you or your firm’s expertise
   2. Connectors: Individuals who can connect you with potential engagers
   3. A hybrid of both of the above

    

2. Organizing the individuals who can help you generate business, advance your career, and/or provide other types of valuable personal/professional input into one of the following four “buckets” will keep you strategizing clear and focused:
    
   1. Individuals inside your firm—Includes individuals in “power positions”; colleagues in all offices of your firm; people who are working with specific clients to whom your expertise has value.
   2. Clients with whom you are currently working with or have done so in the past—You will not seek to become the primary relationship partner through connecting. Rather, expanding the connection can yield knowledge about the business or the industry; introductions to others; and associations where you can assist each other in personal and professional ways.
   3. People who are a part of your ongoing personal and professional network—These individuals are typically connectors, especially those who are family and friends. It is essential that they truly understand what you do, know companies to whom you would like introductions, or industries in which you particularly want to work. Ask friends about their challenges, opportunities, and desired directions. Use your network to help them move ahead. This enhances relationships and can be great fun.
   4. Individuals within an industry focus—Concentrating your business development activities in a particular industry allows you to leverage relationships and knowledge. Deciding on an industry “niche” takes time and research to assure that the industry can accommodate the firm’s pricing structure, has broad-based legal concerns, and is consistent with the firm’s strategic business direction. Despite this business focus, you can still provide work to another industry. Once you have decided on a “niche,” add the names of individuals and businesses with whom you would ideally like to work onto your WHOs list.

    
   Develop your WHOs list slowly; perhaps add 5-10 names per day. Moving forward through taking small actions every day will create the momentum that you need to accomplish your goals.

   If you would like a form to list your WHOs and track relationship development action, send an e-mail to Janica@ThresholdAdvisors.com.

   There are so many ways to rejoice in family, friends, and peace. The Team at Threshold Advisors wishes you a wonderful time of love and celebration.