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We often feel that something is off in our businesses. Maybe it’s too few leads coming in. Maybe it’s that the sales cycle is too long or difficult. Maybe it’s the service we deliver. Solve one, move onto the next.

Each of these problems competes for our time. If we’re clever, we can address two or three of them at a time.

One-time wins are easy, and should be implemented immediately.

But the long-term, continuous improvement comes from practice.

If you’re a computer programmer, you might practice writing and breaking your own code.

If you make websites, you’ve spent countless hours honing your design skills, diving deep on taxonomies, and investigating intuitive navigational structures.

If you’re a management consultant, you’ve read the Drucker books, HBR case studies, and can recite organizational and management models for every situation.

Whatever your expertise, you’ve spent years or decades acquiring it through repeated practice and learning.

Marketing and selling are the mechanisms by which you can receive money for your expertise and grow your business.

If you haven’t already, it’s time to spend more time practicing the skills that will help you deliver your expertise.

And if you aren’t wiling to do that, perhaps it’s time to evaluate and be honest about your priorities.

Notes