For the last several years, there is one recurring question lawyers have been asking me: "What is the secret behind rainmaking?" After having served two long-term tenures as a chief marketing officer, first for Debevoise & Plimpton and more recently for 14 years at Cravath, Swaine & Moore, I left to write a book to try to refine the answer. I've gone on to observe what works in trying to win business, and I've seen what does and what doesn't.