They don't teach attorneys how to get new clients and generate new business in law school. But, regardless of whether you're an introvert or an extrovert, whether you have a lot of friends or are building a starter network, business development is a learnable set of techniques that anyone can master.
Attitude is key. New attorneys must make the transition from being a worker bee who takes assignments to a rainmaker who gives them and who is in charge of their own destiny. Rainmakers have an owner mentality — for them, practicing law is not simply a job, it's about building a new business.
Business development is not a dark art. Having a charismatic personality is not required. It does not require cold calls or sales pitches, and it is easily done by introverts. Importantly, there is no downside to business development.