Second, have a simple lead generation plan. This must include the regular development of insight that’s disseminated somehow, but you’ll need at least one higher-impact tactic that fits your personality and takes advantage of the context in which you work: speaking engagements, events, research reports, a book, etc. The goal is to secure more opportunity than you have capacity to serve, because the delta between the two represents your ability to say “no” and maintain more control over your client base.
