For most people, aversion to loss outsizes the opportunity to gain. In other words, the risk of losing something we already have if a far more powerful source of motivation. This is an important concept for any attorney striving to grow a law firm. Why? Because growth comes on the heels of activities outside the usual comfort zone of attorneys: law firm marketing and business development. As lawyers, we’ll come up with all sorts of excuses to avoid such tasks unless we do one critical thing: Make our goals for law firm growth so real in our minds that not achieving them feels as painful as a loss.
