“Would you like me to give you a formula for success? It’s quite simple, really. Double your rate of failure. You’re thinking of failure as the enemy of success. But it isn’t at all… you can be discouraged by failure, or you can learn from it. So go ahead and make mistakes. Make all you can. Because, remember, that’s where you’ll find success: on the far side.” — Thomas J. Watson
In the world of business development, mindset isn’t just important—it’s everything. Watson’s quote beautifully reframes failure not as a pitfall, but as a stepping stone. To succeed in developing business and growing client relationships, professionals must adopt a mindset that embraces mistakes, learns quickly, and remains persistently optimistic.
The Cost of the Wrong Mindset for Business Development
Unfortunately, many professionals, especially those in technical or consulting roles, carry limiting beliefs about business development and sales. These mental blocks can manifest as:
- “Selling isn’t a real job.”
- “Salespeople are pests.”
- “Only billable hours matter.”
- “I didn’t go to university for five+ years to have to sell.”
- “We’ll focus on business development when we’re profitable.”
These attitudes reflect a deep-seated misunderstanding: that selling is separate from the “real work.” In fact, without strong business development, the “real work” may never come. According to a HubSpot survey, 42% of salespeople say prospecting is the most challenging part of the sales process—but it’s also one of the most essential for driving long-term growth.
The Rainmaker’s Advantage
Rainmakers—those rare individuals who consistently bring in business—have a fundamentally different mindset. They see opportunity where others see inconvenience. They don’t make excuses or blame others; they look inward, learn, and adapt. Their traits include:
- Optimism: They believe success is possible and worth pursuing.
- Persistence: They push forward despite rejection or setbacks.
- Relationship Focus: They prioritize human connection over short-term wins.
- Responsibility: They see business development as part of their role in building value-based relationships, not an optional task or “necessary evil.”
- Growth Orientation: Every “no” is a chance to get closer to the next “yes,” or to remove a poor prospect from the target list.
- Priority Management: They know “majoring in the minors” is a waste of time. They know the value of their time, skills, and expertise, and they “OWN IT.”
- Ruthless Qualifying: They identify, pursue, and connect with high-potential prequalified prospects to maximize their time and resources. They work with clients who respect, appreciate, and are prepared to pay for the value they provide.
- Clarity of Purpose: They know when and who to say “no” to and mean it.
As Watson said, “You can be discouraged by failure, or you can learn from it.” The rainmaker chooses the latter every time. Or, as I like to say, you can become a professional visitor that people enjoy talking to and spending time with and misses their sales targets every month.
Business Development Is Everyone’s Business
A shift in mindset across an organization can have a dramatic impact. Companies where all professionals—even technical experts—engage in relationship building are more resilient and better positioned for growth. Harvard Business Review found that companies with strong cross-functional collaboration in sales grow revenue 2x faster than those without it.
In truth, business development isn’t a distraction from real work—it is the work that ensures sustainability, relevance, and impact.
Mindset is the invisible force behind every successful business development effort. Whether you’re an engineer, consultant, or entrepreneur, adopting the rainmaker’s mindset is the fastest path to long-term success. Embrace failure. Learn fast. Build relationships. And remember: the far side of mistakes is where success lives.
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