In the short time human beings have been on the planet, we started out as ‘hunter-gatherers’ who had to stalk and kill prey to eat to ‘farmers’ who learned to cultivate the land for our food.
Moving from ‘hunting’ to ‘farming’ was a huge step in the growth of civilization. OK, the ‘thrill of the kill’ may have been lost, but the fact is farmers tend to eat more regularly and predictably.
Farming . . . Leads To Predictable Productivity
Farmers know that planting in the spring means they’ll have a harvest in the fall. Sure, there’s some risk — like drought, insects, etc. — but overall, “input => output” in farming with a fairly high degree of probability.
Business . . . Has Reverted
In the world of small business, many firms seem to prefer ‘hunting’ rather than ‘farming’. The problem is that hunting is a ‘hit or miss’ proposition. Cultivating opportunities . . . is not. But it requires a strategic perspective, not a tactical one. Not easy to find these days.
You Do Have a Choice
Assuming you’re aware of these two options, which one are you choosing — farming or hunting? If increasing the predictability of generating everything you need to ‘go to the bank’ — leads, referrals, opportunities and (lest we forget!) revenues . . . is important to you . . . why would you not want to be a farmer of your business?
Be a farmer . . . cultivate relationships for the referrals and revenues they offer!