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Many talented lawyers shortchange themselves and their law firms by failing to implement a strategic business development plan. Some claim that they don't have time to market while others lament that marketing doesn't work — for them.
While these and a variety of other excuses are common, it may be productive to dig a little deeper to determine whether other factors are at play.
Throughout 30 years as an attorney mentor and professional coach, I have noted that one of the major obstacles faced by lawyers is a phenomenon first identified in 1978 by psychologists Pauline Rose Clance and Suzanne Imes: The Impostor Syndrome (IP). They describe it as a feeling of "phoniness in people who believe they are not intelligent, capable or creative despite evidence of high achievement." Attorneys affected by IP are held back because their confidence level is constantly and erroneously undermined.
Roger, a senior associate in the tax department of a major law firm, consistently received positive reviews from supervising partners and proved to be a profit center. However, he falls short with respect to business development activities, which is jeopardizing his long-term prospects for advancement. I coached Roger and observed the following thought patterns and behavior, which are typical of those impacted by IP:
As Roger began to trust me, he confessed that since he was young, he has "lived in fear of being 'found out' or exposed as a fraud." He further related that he is amazed how he has been able to deceive so many smart people into thinking he is more intelligent than he really is.
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