The Relationship Advantage: Why People Still Matter in a Tech-Driven Legal World

Building a legal career – and legal business – on relationships.

At OWLead, we’ve recently had the privilege of interviewing a range of legal leaders for our upcoming programs. Across the board, one message was clear: the ability to build meaningful, authentic relationships is still the greatest differentiator in a rapidly changing legal landscape.

While AI and automation continue to reshape how legal services and solutions are delivered, the one thing they can’t replace is human connection. Whether you’re a lawyer advising a client or a legal tech vendor engaging a firm, your relationships are your reputation. And your reputation is what drives trust, referrals, and long-term success.

Relationship-driven growth: Insights from legal leaders.

Here’s what legal leaders from both sides of the legal B2B offering had to say in recent OWLead interviews:

“I’ve always taken the view that the best business development is repeat business, and that really only comes from relationships and trust.” – Lisa Mather, ex-General Counsel, Mars Wrigley

“If you’re genuinely interested in people and you enjoy working collaboratively, BD becomes an extension of who you are rather than something you ‘do’.” – Katrina Gowans, Co-Chair Australian Chapter CLOC, ex-Director Legal Operations APAC, IFM Investors

“You’ve got to be intentional with how you build relationships – the work will always be there, but the relationships won’t build themselves.” – Mitch Owens, CTO, Gilbert + Tobin

“You’re not just selling a service—you’re offering trust, confidence, and consistency. Relationships are what make that real.” – Brendan Smart, Global Chief Revenue Officer, Infotrack

“You can be the best technician in the room, but if no one wants to work with you, it doesn’t matter. People trust people who make them feel seen.” – David Woolstencroft, Co-Founder & Director, People in Legal; CEO, Novum Global

Whether you’re building your own practice or representing a vendor brand, these aren’t just reflections; they’re reminders that your personal and professional network is one of your most strategic assets.

Why relationships are still your competitive advantage.

In a world where technology can generate documents, triage requests, or automate processes, your human skillset is what sets you apart. Building client trust, creating rapport with stakeholders, and sustaining referral networks are high-value, high-impact activities that no platform can replicate.

Even major industry commentators agree. As the recent Fortune article on AI in legal noted, the most valuable lawyers of the future won’t be the fastest drafters – they’ll be the strongest communicators and collaborators. The same holds true for those supporting the legal industry: technology may enable, but relationships drive adoption and advocacy.

What strong relationships look like in practice.

Whether you’re a law firm owner, in-house counsel, or a vendor leader, here’s what effective, relationship-led business development and leadership looks like:

  • You follow up, even when there’s nothing “in it” for you
  • You ask genuinely curious questions – and listen to the answers
  • You deliver consistently and communicate clearly
  • You remember the personal details that matter
  • You help people succeed, even when it doesn’t benefit you directly

These are the behaviours that build trusted advisor status, grow client portfolios, and position your brand as indispensable. They’re not new, but in today’s world, they are more valuable than ever.

Want to build a stronger network?

If you’re ready to grow your network, sharpen your business development skills, and connect with others across the legal and legal tech landscape, our new member community subscription is launching soon.

We’re introducing a tiered membership model offering flexible access to online learning, expert-led workshops, drop-in coaching, and a growing library of BD and leadership resources – designed to support professionals on both sides of the legal B2B coin.

Become a founding member and lock in discounted access for life.

Email us at hello@owlead.com.au to register your interest and secure exclusive early pricing.

In the meantime, you can:

Because in the end, whether you’re leading a firm or building a legal tech solution, strong relationships are what set you apart.

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