I have a confession: many moons ago I was involved in a multi-level marketing “opportunity” with my wife. Yes, we took the plunge like so many starry-eyed folks do. You just have to find 5 friends, and then they’ll find 5 friends! We were really excited to get started and began to work diligently to make diamond status, or inner circle, or whatever it was. We created elegant handouts, we designed beautiful business cards, we created a Myspace page (yup, it was long ago). But then this strange thing happened: nothing. Absolutely nothing. Why, you ask? We failed to do priority #1: actually call our friends and family. Despite all our best efforts and diligence at managing every other area of the business, we didn’t focus on the one thing that would actually make a difference.
I embarrass myself with this story to make a point. Our end goal was to grow the business, but all our efforts didn’t actually move the needle.