How to Start Thinking Like a Leader

Posted by

Kate Harry Shipham

Posted on

Mar 7, 2025

The transition from executing tasks to leading strategic initiatives is a pivotal moment in a legal marketing and a business development (BD) professional’s career. Moving beyond daily marketing and business operations and beginning to think like a leader requires a shift in perspective, one that aligns with the business objectives and operational realities of law firms. This mindset is not about waiting for a leadership title but about cultivating a strategic approach, understanding firm economics, and positioning yourself as a valuable business partner rather than just a marketing resource.

Legal marketing and BD leaders think beyond tactics; they anticipate challenges, understand firm priorities, and communicate in a way that resonates with attorneys and executives. This shift begins with embracing the business of law. Leadership in this space requires recognizing that marketing and business development do not exist in a vacuum—they are deeply intertwined with client relationships, firm reputation, financial growth, and competitive positioning. Viewing marketing as an integral function within the law firm, rather than a support department, is the first step toward leadership.

Developing a leadership mindset also requires a deep understanding of how law firm decision-makers think. Lawyers are trained to be risk-averse, skeptical, and analytical. When marketing professionals approach them with new initiatives, they must be prepared to present compelling evidence, business impact, and measurable outcomes. Successful legal marketing leaders speak the language of law firm partners by tying every marketing and business development effort back to profitability, client retention, and competitive advantage. The ability to translate creative marketing ideas into business outcomes is what differentiates a leader from an executor.

Beyond understanding law firm economics, legal marketing and BD leaders develop influence by mastering the art of strategic communication. Leadership is not just about having strong ideas; it is about how those ideas are presented, discussed, and ultimately executed. This means actively engaging with firm leadership, contributing meaningfully in meetings, and presenting recommendations with confidence and clarity. The ability to anticipate potential objections, address concerns proactively, and position ideas in a way that aligns with firm priorities enhances credibility and trust.

Legal marketing and BD professionals who aspire to leadership must also embrace a mindset of continuous learning and adaptability. The legal industry is evolving, with shifts in client expectations, digital marketing innovations, and increasing competition among firms. Leaders stay ahead of these changes by seeking out industry insights, understanding emerging trends, and proactively adjusting their strategies to ensure long-term firm success. This forward-thinking approach is what enables marketing professionals to drive growth rather than simply respond to requests.

Our Final Thoughts

The transition from executing to leading is about mindset as much as it is about skill. Legal marketing leaders cultivate a broader perspective, align their strategies with firm objectives, and engage with confidence at the executive level. Thinking like a leader is not a switch that is flipped once a title is earned; it is a deliberate shift in how one approaches challenges, communicates ideas, and positions marketing as a critical driver of law firm success.