Podcast Summary:

This Is Woman's Work with Nicole Kalil
Episode: The Activator Advantage – What Today’s Rainmakers Do Differently with Karen Freeman | 370
Date: December 15, 2025
Guest: Karen Freeman, Chief Product Officer at DCM Insights, HBR author, and co-author of "The Activator"

Episode Overview

In this episode, host Nicole Kalil and guest Karen Freeman challenge traditional approaches to business development—especially for women in professional services. They discuss the shifting landscape of client loyalty, the necessity of moving from a “do good work and they’ll come” mindset to an activator approach, and actionable strategies for thriving in a competitive, loyalty-lite marketplace. Drawing from Karen’s extensive research (featured in Harvard Business Review and "The Activator"), they explore what rainmakers do differently today, with a strong focus on proactive networking, segmentation, and practical steps anyone can adopt—regardless of gender or personality type.

Key Discussion Points & Insights

1. The Erosion of Client Loyalty

• The Old Belief Is Outdated: The idea that doing great work guarantees repeat clients is now a myth.
• Striking Statistics:
  • Only 53% of clients would return to the same provider if they had a new need today—down from 76% five years ago and projected to drop to 37% in five years.
    • Karen Freeman:

      “There's a loyalty crisis, I think, as you said, coming. And if not already here. And it means we need to change the way we do business development as a result.” (03:29)

• Drivers of Disloyalty:
  • More people involved in decisions (buying committees, procurement).
  • Explosion of boutique providers and specialists.
  • “It’s not cool to use the same provider over and over again.” (Karen, 08:48)

2. The Activator Profile: Today’s Winning Rainmaker

• Activator Defined:
  Activators proactively manage and expand their networks, connect people, add value between projects, and don’t wait for requests—they create opportunities.
• Traits & Tactics:
  • Regular, scheduled networking and business development.
  • Collaborative, not protective of contacts.
  • Heavy use of platforms like LinkedIn.
  • Prioritize value addition over transactional touches.
  • Purposefully manage their client/contact list as an asset.
  • “They’re much more likely to bring in other people from the firm and collaborate and much less likely to be protective... They manage their network as an asset and create value proactively.” (Karen, 10:24)
• Not Just for Extroverts: Activator habits are accessible to anyone with intention and discipline.
• Technology’s Role:
  • LinkedIn and network management tools are core.
  • AI increases client demands for efficiency, pushing firms to handle simple work faster and focus on more complex, value-adding projects (Karen, 09:56).

3. Moving Toward the Activator Mindset

• The Key: Commitment and Consistency
  • Schedule business development like any other priority (Sunday evening or Monday morning planning suggested).
  • Be deliberate in identifying who to reach out to each week.
• Practical Steps:
  • Review and segment contact/client lists weekly.
  • Proactively reach out (share relevant articles, check-in, connect people).
  • Track last points of contact and plan accordingly.
  • “Step one is just building that consistent habit.” (Karen, 15:00)
• Addressing the Energy of Introversion:
  • Introverts can thrive by managing energy and structuring networking (schedule 1:1s, or small group meetings instead of large events).
  • “If you’re out there and you say I could never be a great business developer because I’m not an extroverted glad-hander, good news for you… the key is managing your energy.” (Karen, 19:16)
• For Women Specifically:
  • Lean into naturally occurring networks (mom groups, women’s industry groups) rather than forced, traditional (often male-dominated) formats.
  • Don’t be afraid to turn personal relationships into business opportunities; asking for support is not crossing a line if approached mindset-first and with reciprocity in mind.
  • “Most women I know have powerful friend networks... extending that network to be a bit more professional... those will be fruitful for so much more opportunity than you think.” (Karen, 21:31)

4. Tactics and Checklist for Activators

• Weekly Review/Planning:
  • Update your client/contact list and note the date of last engagement.
  • Segment your clients: Who advocates for you? Who is a top priority? Who is lagging?
  • List relevant news, articles, or opportunities to share with specific contacts.
  • Plan five personalized outreach activities each week.
  • Ruthlessly review/remove clients who drain resources and don’t provide a future opportunity (29:23).
• During Conversations:
  • Focus on asking broad, open questions to uncover “fodder” for value-add follow-ups.
  • “You need to have fodder for that through your conversations, which means you’re really bringing more questions than maybe you’re even comfortable with to your average client call.” (Karen, 32:16)
• Ongoing Mindset:
  • Understand that relationship-building alone is not enough—visibility and proactive value are required to be top-of-mind as the go-to provider.
  • Be ready to segment, “prune,” and reprioritize your network as business develops and clients evolve.

Notable Quotes & Memorable Moments

• Nicole Kalil:

  “Doing good work is table stakes. It might keep you in the game, but it won’t win it. The professionals who are thriving in this new era, they’re not sitting around waiting to be needed. They’re activating.” (01:54)

• Karen Freeman:

  “There's a loyalty crisis... and it means we need to change the way we do business development as a result.” (03:29)

• Karen Freeman:

  “It’s not cool to use the same provider over and over again the way it used to be... Even if you personally want to be loyal, there’s a strong emphasis on price and making sure you get the best deal...” (08:48)

• Karen Freeman:

  “Step one is just building that consistent habit.” (15:00)

• Nicole Kalil:

  “So many business owners can relate to everything feels urgent and that takes precedence over what is actually important.” (18:50)

• Karen Freeman: (on women’s networks)

  “Most women I know have powerful friend networks... extending that network to be a bit more professional... those will be fruitful for so much more opportunity than you think.” (21:31)

• Nicole Kalil:

  “Your friendship is weird if you can’t have a conversation.” (24:44)

• Karen Freeman:

  “Being top of mind or generally being proactive, staying in touch... gives you that opportunity to get ahead of the purchase process.” (26:26)

• Karen Freeman:

  “You can’t do that with everyone... you need to prioritize. Sometimes that means stopping with some... so you have time to be proactive with a new set of individuals.” (27:37)

• Karen Freeman:

  “Having your list of clients and contacts and taking a look at that... that is your Sunday night or Monday morning.” (30:41)

• Nicole Kalil:

  “Doing good work may have gotten you here, but it won’t get you there. Loyalty isn’t what it used to be. Clients aren't waiting to be wowed... you need to activate intentionally, strategically, consistently. Because crossing your fingers is not a business plan. But working with purpose on purpose is. And it’s also woman’s work.” (34:01)

Timestamps – Key Segments

• 01:54 Nicole’s Opening Challenge: Why “doing great work” isn’t enough anymore
• 03:29 Karen’s Data Drop: Client loyalty is in crisis—stats and implications
• 06:01 Pipeline Expansion: Why focusing just on existing clients is no longer enough
• 07:39 Why Loyalty Is Declining: Decision-making complexity and market forces
• 09:56 Impact of Technology & AI: How efficiency pressures have changed expectations
• 10:24 What Is the Activator? Core traits and actions
• 13:34 How to Become an Activator: Practical starting steps, regardless of background
• 19:16 Introverts as Activators: Customizing strategy for energy and comfort
• 21:31 Women & Networking: Strong friend networks, leveraging them for professional growth
• 24:44 Mindset About Asking for Support: “If you can’t have that conversation, your friendship is weird.”
• 26:26 Staying Top of Mind: Proactive, consistent outreach and value-add messaging
• 29:23 Segmentation and Pruning: Knowing who really belongs in your network
• 30:41 Activator’s Weekly Checklist: Reviewing, prioritizing, and personalized outreach
• 32:16 Creating Value: Using curiosity in client conversations to drive follow-up
• 34:01 Nicole’s Summary: Purposeful activation beats passive hope in the new business era

Takeaways

• Business development is now about being an activator: proactive, relentlessly connecting, and consistently visible.
• Loyalty is not guaranteed—winning today's business means planning, segmenting, and personalizing your approach every single week.
• Everyone can adopt activator habits—regardless of personality type or gender—by building the right mindset, structure, and support systems.
• In Nicole’s words, “crossing your fingers is not a business plan. But working with purpose on purpose is.”

Learn more:

• Follow Karen Freeman and DCM Insights on LinkedIn
• Check out Karen's new book, The Activator
• For more on Nicole Kalil and “This Is Woman’s Work,” visit nicolekalil.com