ABA Law Practice Today
How Law Firms Build Business Development That Lasts
In this published piece for the American Bar Association’s Law Practice Today, Jay Wager examines why business development coaching often produces short-term gains but fails to sustain behavior once engagements conclude.
The article argues that the missing ingredient is not motivation. It is reinforcement embedded into firm operations.
Jay outlines:
- Why episodic coaching leads to habit erosion
- How visibility and accountability create durable momentum
- The emerging role of AI in reducing friction and enabling consistent follow-through
For CMOs, firm leaders and partners, the piece reframes BD as infrastructure rather than programming.