It’s a question someone asked me after a session with a group of law firms from Asia.
We were talking about outreach strategies, and I mentioned how an American lawyer might say, quite directly, “I’d love to earn your business.”
That kind of candor works well in the U.S.—it’s seen as confident and clear.
But in many parts of Asia, it can land differently.
There, business relationships are built with time, context, and trust.
A direct ask can feel abrupt, even aggressive.
This year, I’ve had the privilege of working with firms in New York, Boston, Philadelphia, Los Angeles, but even further, including Ukraine, Luxembourg, and Italy—as well as with the International Bar Association.
And once again, I am constantly reminded:
While the principles of business development may be universal, the execution is profoundly cultural.
Here’s a quick tour of what that might look like:
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United States: Visibility through connections, content, personal branding, and confident outreach
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Ukraine: A focus on resilience, rebuilding, and global connection
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Luxembourg: Precision, discretion, sophistication and multi-jurisdictional fluency
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Italy: Relationships first—always. And yes, a little espresso at a meeting might help
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Asia: A deliberate pace. Trust and respect always come before the ask
There’s no one-size-fits-all approach, and much of these thoughts could be seen as generalizations.
Building relationships are central, regardless of where you are aiming to grow a practice, yet the best firms adjust their strategy to fit the culture, not the other way around.
Have you seen an approach that failed in one place but thrived in another? I’d love to hear your experience.
