Principle: Begin with the end in mind

Some people are allergic to anything that gives off the slightest whiff of corporate fluff or “self-help.”

I’m not one of those people. If there’s even one insight I can extract without a significant time investment, I’ll go there.

One of those insights is what I was trying to capture yesterday.

Principle: Begin with the end in mind

This is habit #2 from Covey’s The 7 Habits of Highly Effective People:

“Envision what you want in the future so you can work and plan towards it.”

In our case, envision where you want a new prospect to end up. Then, and only then, construct a path to get there.

Quick illustration.

When you don’t begin with the end in mind, your lead generation starts to look a bit like this:

begin with the end in mind unfocused lead gen

Which has the effect of not only introducing some haziness around where new opportunities are actually coming from, but also the sense that a lot is happening everywhere, and to do more business, we just need to… do more “activity.”

When you do start with the end in mind, everything you go out and do tends towards one entry point:

begin with the end in mind focused lead gen

This, in turn, gives you the power to:

  • Evaluate which channels are working and which aren’t.
  • Grow while protecting your time and attention.
  • Confidently apply the “recruiting strategy” to go out and generate more volume on the front end, knowing you have a filter that can make qualification decisions for you on the back end.
  • Decide to make “one decision that makes a thousand future decisions” at that endpoint, rather than having to corral all of the loose ends every time you want to change something.

Next week we’ll lay out how email fits into the mix.

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