The Activator Advantage: What Today’s Rainmakers Do Differently
Matthew Dixon, Rory Channer, Karen Fredeman, and Ted McKenna
Harvard Business Review Press (May 2025)

Here is a new approach to business development that is “altogether unique and undeniably more effective”

As you may already know, the term “rainmaker” has origins in both Native American culture and the practice of producing rain through artificial means. The term also evolved to describe individuals who “brought in” new clients or opportunities in various fields, especially in business. 

The co-authors have identified five types of business developers (“rainmakers”): Expert, Confidant, Debater, Realist…and the most productive of the five, Activator. This business developer “leverages events and social platforms to build a robust client network, educates clients on emerging trends and issues, proactively engages clients on new opportunities to work together, and makes introductions to other partners and practice areas.”

The co-authors respond to questions that include these:

o What is “The Rainmaker Genome Project” and why it is uniquely important to business development?
o Why do Activators outperform others?
o How do Activators commit to business development?
o How do Activators connect broadly and deeply?
o How do Activators create value?
o What specifically is the Activator Mindset?
o Which moments and situations are of greatest importance to Activators? Why?
o How to build an Activator firm at all levels and in all areas of operation?

In The Activator Advantage, Matthew Dixon, Rory Channer, Karen Freeman, and Ted McKenna offer “a new appreciation for the unique role professionals play in the growth of their firms.” Their approach is indeed “altogether unique and undeniably more effective.” Those who can derive the greatest benefit from the material provided include owners/CEOs of small-to-midsize companies as well as founders and cofounders of startups.

* * *

Here are two suggestions while you are reading The Activator Advantage: First, highlight key passages. Also,  perhaps in a notebook kept near-at-hand (e.g. Apica Premium C.D. Notebook A5), record your comments, questions, and action steps (preferably with deadlines). Pay special attention to the “Summary” comments at the conclusion of Chapters 2- 7 as well as the Appendix, “Study Methodology.”

These two simple tactics — highlighting and documenting — will expedite frequent reviews of key material later.