Law360 Canada (July 9, 2026, 10:17 AM EDT) --

Norm Bowley

Some of my business clients had had a plan. Most didn’t. Either way, the lesson is the same.

More often than not, clients started out years ago running a single suburban pizza joint, or a one-truck operation, or fixing office equipment. “Somehow” the demand increased, they got too busy for one person to handle everything, so they took a leap of faith and hired some help, maybe part-timers or family members, and bought a little more (and better) equipment. And then maybe a second truck, or maybe even just a few tables at the takeout.

Clients in their 50s and 60s would come in, running perhaps a fleet of 50 trucks or a chain of convenience stores or a construction company with the capacity to build a subdivision. And in most cases, they had started as a solo with little or no equipment. “Well, it just sort of happened.”

Actually, it didn’t “just happen.” Almost without exception there was a bit of luck involved, the opportunity out of the blue, which the entrepreneur had grabbed and run with. But to be sure, in my experience these strokes of luck come around to everyone a few times in a lifetime. The trick is in recognizing them and rising to the occasion. And if luck doesn’t arrive, you need to create it by understanding the key principle.

What’s actually going on below the surface is that the Alignment Doctrine is at work. This says that “mutual optimums occur when giftings align perfectly with needs.” Sometimes this happens purposefully, but just as often it’s serendipitous.

The individual delivering the service may not consciously realize what is happening. As far as they’re concerned, they’re just doing something at which they excel, something they enjoy, and customers show up. And then the satisfied customers tell their friends, and before you know it, you need an extra pizza oven or a bigger truck or a couple of assistants.

It took me a long time to understand that this organic pattern could (and should) be replicated by bored and unsatisfied certified professionals. Lawyers who are in a rut, who after spending two decades chasing the diploma now find themselves with just a job and little or no joy, grinding out “good enough” work for clients who are mostly ungrateful.

Here’s the thing for all of us, but particularly for credentialed professionals: there are areas within our offerings where as individuals we are exceptionally good and which we enjoy. There are also plenty of clients out there who deeply need that exact expertise, and who are willing to pay really well for it. And getting well paid to do what we enjoy is not a bad way to spend our lives.

The proverbial stroke of luck often brings this alignment around without your realizing it. But sometimes, rather than waiting, you need to make your own luck. You need to sort out exactly what your giftings are; that is, what you do exceptionally well and love, and who are the ideal clients who need what you offer. There’s a use case for everyone.

In Norm Bowley’s third career, he speaks, writes and consults on matters of professional success and happiness. norm@purposeful.ca.

The opinions expressed are those of the author(s) and do not necessarily reflect the views of the author’s firm, its clients, Law360 Canada, LexisNexis Canada or any of its or their respective affiliates. This article is for general information purposes and is not intended to be and should not be taken as legal advice.

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