Kicking around all the issues of how to get a Business Development culture embedded in the professions, I often encounter - directly or indirectly - the same sort of request from BD/Marketing professionals or the lawyers, accountants, etc. themselves.  It usually hinges around something like: “Give us one thing to do that will guarantee success”. 

Sad news, folks.  We are not dealing with a direct mail campaign or PR drive that depends (mostly) on what we do as Marketing professionals.  The issue for alien stuff like BD is that cliche of cliches Cultural Change.  The solution is usually multi-dimensional, long term rather than quick fix, and demands much of BD professionals in their ability to influence the firm at all levels.  IMHO, a good primer for achieving this change is to pick up and read “Leading Change” (1996) by John Kotter, ISBN: 0-87584-747-1.    

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