It’s Not All Billable Episode 4: Business Development – Trust, Visibility, and Finding Your Style

In this episode of It’s Not All Billable, hosts Jonathan Bench and Kato Aerts dive into the often-misunderstood world of business development in the legal profession. Drawing from personal experiences and candid reflections, they explore the difference between marketing and business development, the role of trust and accessibility in building client relationships, and why many lawyers feel uncomfortable with the idea of “selling.” From networking stories and early career lessons to practical advice on finding your own style and thinking like an owner, Jonathan and Kato offer a grounded, relatable perspective on growing a practice in a way that feels authentic. This conversation highlights that business development isn’t about gimmicks or perfection—it’s about connection, consistency, and playing the long game. Connect with Jonathan and Kato on LinkedIn for more insights.