A BD TRuth From a 4-Year-Old

Last week at the park, my 4-year-old daughter, Macie, was carrying a brand-new pink plastic cup from the ice cream store.

Out of nowhere she said, “Daddy, I want to fill this with special things—like diamonds.”

I told her, “If you fill it with diamonds, you’ll be a rich princess.”

She looked at me and said, “Daddy, it’s not about being rich. It’s about being special.”

Of course, my adult brain immediately thought, Well, being both would be nice… But she’s right—special beats rich.
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I had to chuckle at Macie’s comment because it applies to most things in life—and especially to having the right mindset in business development. Many firms make revenue targets the primary measure of success, so it’s no surprise professionals get caught up in the dollars. But when money becomes the goal instead of the outcome, it pushes you toward short-sighted decisions that kill trust, erode relationships, and burn bridges you might need later.

In BD, it’s easy to see opportunities in terms of dollar signs:

• Will this client be profitable?
• How big could this deal get?
• How fast can we close it?

The best professionals I know flip that thinking. They focus on making things better—for the client, the team, or the business. They treat the client’s money like their own and see challenges from the inside out. When you consistently create value and leave people better than you found them, the money follows.

And sometimes, that means saying “no” when the work isn’t the right fit—or passing it to a colleague who can serve them better. That single act of integrity will do more for your reputation than forcing yourself into a deal you shouldn’t take.

Macie reminded me that we all have a “pink cup” in our work. The question is: Are we filling it with what makes us special—our curiosity, empathy, and impact—or just cramming in as many diamonds as possible?
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BD Gut Check:
Before your next client conversation, ask yourself—am I chasing the fee, or am I building something that will matter long after the invoice is paid? One path gets you a payday. The other gets you a reputation—and the kind of call years later that starts with, “We’ve heard about you, and you’re exactly who we need.”