As editor of Business Development I concluded that it was essential to talk to the recipients of a law firm or lawyers' business development message - namely, the client. How do the clients think about business development from the receiving end? What do they like or dislike? What is a waste of time? What is the most effective form of business development? I think that all law firms and lawyers should talk regularly to their clients to determine whether their business development activities are effective. If they do not, they could well be not only wasting their time but also damaging the relationship that they have by poor business development or unthought-through and unnecessary contact. Accordingly, the key message of this chapter is: talk to your own clients - existing and targets - about how they are receiving and reacting to your own business development activities; it is as simple as that.