What “Be More Commercial” Actually Means

“Be more commercial” is common feedback—and often too vague to act on. Gordon Houseman explains what commercial legal advice actually requires: understanding the client’s decision, ranking the risks, making a reasoned recommendation and delivering the work in a way that protects time, cost and trust. He also shows how associates can convert vague feedback into an observable development standard. Gordon has been a partner at A&O Shearman, DLA Piper and Shearman & Sterling, and has spent nearly two decades inside leading international law firms advising major clients, building practices, winning work and leading cross-border teams. Learn more about the Full Potential for Lawyers Associate to Partner Program: https://fullpotentialforlawyers.com Subscribe for practical guidance on developing commercial judgment, earning responsibility, building client trust and creating a credible path toward partnership. Build your career like a business. Chapters 0:00 What “be more commercial” can mean 1:22 Start with the client’s decision 2:54 Rank material risk 4:35 Make a recommendation 5:54 Understand delivery economics 7:17 Understand why the client chooses the firm 8:26 Convert vague feedback into observable standards