Business Development is a Long Game, and the Super Bowl Reminds Us Why

Sunday night, many of us watched the Super Bowl. While winning the game is the pinnacle of success, there is so much behind the win we don’t see—the consistent improvement efforts that do not make the highlight reel along with the yearslong grit and endurance of hard work.

Many attorneys don’t realize it, but that is what business development looks like in law firms.

We talk a lot about rainmaking moments, big pitches, and marquee wins. But real, durable business development is rarely loud. It is quiet consistency. It is learning from each client, each loss, and each unexpected turn. It is doing the small things well, over and over, long before anyone is keeping score.

Business development is a long game, and Seahawks QB Sam Darnold reminds us of that. His story is not about a single season. It is about grit—being doubted, replaced, questioned, and still believing in himself. He was still preparing, learning, and giving it his all at every opportunity. Even the halftime show carried a similar lesson. Bad Bunny was bagging groceries just ten years ago. No guarantees, no platform. Just belief, discipline, and the patience to stay in motion while momentum slowly built.

The lawyers who build lasting practices are not chasing constant wins. They are investing in relationships. They are paying attention. They are learning from every interaction.

A few reminders for staying committed when the long game feels long:

• Treat every client interaction as a chance to learn, not to sell. Curiosity builds trust faster than credentials.
• Stay close to your network even when there is no immediate need. The strongest relationships are built between matters.
• Do the small things exceptionally well. Follow up. Make introductions. Share insight that is actually useful.
• Keep showing up when the results are quiet. Confidence is built through consistent habits in the moments when no one is watching. 

The Super Bowl may be one night, but it is built on years of unseen effort. So is business development.

And remember that business development success looks different for everyone. Stay intellectually curious. Keep adding value. Adapt and learn from your mistakes. The long game is where real careers and relationships are made.