​I remember when people said the internet was a fad.

Some people embraced it early. Others dismissed it completely.

“People will never buy things online.”

“Clients will still want everything done the traditional way.”

“This whole thing is overhyped.”

Now it’s hard to imagine life without it.

Just look outside. Amazon trucks are everywhere. Ordering something online has become so normal that we barely think about it anymore. We’re practically on a first-name basis with the Amazon drivers who deliver to our house.

What once felt disruptive simply became part of everyday life.

I think we’re going through that same kind of moment again with AI.

Most professionals are not struggling with a lack of effort in business development.
​
They’re struggling with where they’re putting that effort.

I often tell my clients that their most precious commodity is time. Most professionals today are already overwhelmed with client work, internal responsibilities, and constant demands on their attention. If you only have limited time to invest in business development, you need to invest that time wisely.

That’s where many smart professionals get stuck.

Sometimes that means spending too much time researching before a meeting. Other times it’s rewriting an email that was probably good enough two drafts ago, sitting through a networking event without a clear plan, or creating content without thinking about who it is meant to reach.None of those things are bad on their own. In fact, they can all be useful.The issue is whether they are helping you move a relationship forward, or simply helping you feel productive.