Starting a new practice is hard work. The logistics are challenging, and the sales aspect makes many a lawyer feel like a fish out of water.

However, there are some fundamental principles that allow some to succeed while others struggle. Adopt these ideas, and you’ll be one of the winners.

Here we go:

1. Bridges must be burned.

No, don’t just burn them; instead, blow them to smithereens. There should be nothing left that even resembles a bridge. Commit to the path. You’re not going back. You’re not going sideways. You’re only going forward. Burn your bridge immediately because until you set it alight, you’re not working at building a practice: you’re just playing.

How many lawyers have you met who run their own practices and stick to it “unless” something better comes along? They can count on something better to come along because they’re going to screw up their practices so badly that nearly anything will look better. Lack of commitment is a fatal error.

If you’re mentally ready to jump ship and abandon your new practice, then you’re not going to make it work. You’ve got to commit totally to the success of your business. Harboring doubts and alternative plans, even secretly, is the kiss of death. Jump in only if you’re willing to stay the course. This is not a temporary gig. Don’t do it if you’re only doing it because you can’t find a better alternative. Do it because this is what you want to do.

2. The niche is the answer.

Narrowly define your practice area. Make it incredibly narrow and then slim it down some more. Two things happen when you focus narrowly.

First, you get good—fast. It’s tough to be an expert worker’s compensation lawyer. It’s easier to become the nation’s leading expert on injuries resulting from the use of Herman Miller Aeron chairs (sadly, there are no such injuries that I’m aware of, so you might want to pick something different). Yes, initially you’ll be co-counsel on the cases, but you’ll be with the leaders in your area, learning from them and growing your expertise.

Second, you’ll become known. People will talk about you. They’ll understand what you do, when you do it, and how you do it, and they’ll know who to call when the issue arises. The narrower you go, the more they’ll talk. Drill down to the smallest possible area with enough business to support you and then take it. Yes, take 100% of that niche.

3. Different is better.

Being a conformist will get you the results everyone else is getting: crappy results. Have you read much about law firm revenues or lawyer income lately? You don’t want to be like the rest. You need to be different.

Only you can define your difference. There’s something special about you, your history, your life, and your interests. Define yourself relative to clients, not lawyers or law schools.

How many lawyers do criminal, traffic, family, employment, personal injury, etc.? Don’t be them. Be you. Think about what clients need rather than what lawyers offer. How can you stand out?

Approach what you offer from your unique perspective. Find something that gets your juices flowing. Don’t be defined by other lawyers. Pick your own definition of your business and get people talking. Turn things upside down, inside out, and backwards. Be different. It works.

4. Fearlessness is essential.

This one is tough. Some of us are naturally scared. We worry. We’re filled with anxiety.

Did you excessively stress about the bar exam? Do you worry about money all the time? Do you have lots of irrational fears?

If you answered in the affirmative, you’ve got work to do. You’ve got to “fake it until you make it” or find some other coping strategy. You won’t succeed as you’d like if your anxiety causes you to hesitate.

We’re undertaking a dive into the pool project, and it’s going to be cold in the water. You’ve got to keep the fear under control and do things you wouldn’t otherwise do.

Your fearlessness will come into play in meetings with clients and opposing attorneys, discussions with referral sources, negotiations with prospective landlords, and on and on. You can’t win if you don’t play, and fear keeps lots of players out of the game.

If fear is your friend, or if it’s your foe but just can’t be stopped, then accept that this may not be the path for you. It’s not the path for everyone. Know yourself and act accordingly.

It’s All About Your Mind-Set

Adopt the four principles and (1) burn your bridges, (2) adopt a niche focus, (3) be different, and (4) be fearless, and you’ll succeed.

For me, it’s about quieting my doubts. It’s about talking to myself constantly and keeping myself on track. You’ve got to believe you can do it and couple that with a fearless plan for distinguishing yourself and dominating your niche. It can be done. You can make it happen.