The legal industry is becoming increasingly competitive. Businesses are insourcing more legal work. Law firms are consolidating. And hourly rates are increasing. These changes, along with others, have intensified the importance of maintaining and growing a client base. This column offers attorneys business development strategies to help thrive in today’s dynamic legal landscape.

1. Win.

The single best way to generate business is to win for clients. Winning means to achieve your client’s goal(s) in a representation. A “win” varies depending on the representation. For some, a “win” could be getting a client out of jail. For others, a “win” could be closing a transaction in the face of tightening debt markets or a pending antitrust investigation. Regardless of what a “win” is, achieving it creates unparalleled client loyalty and a reputation that you get stuff done. No number of dinners, speeches or networking events can replicate the business that will flow from “winning” for your clients.

2. Take Your Client’s Matters Personally.