Low Hanging Fruit

i’m always amazed by the great lengths that some business leaders will go to find customers. sure, everyone needs to work hard to earn a segment of customers, but many people with needs (who could be forming the backbone of your business) are likely right under your nose. you don’t need to travel to amsterdam to discover and cultivate a promising vertical! find a better way to serve those you know, and approach strangers who are already buying services in your backyard. win over those already in the market for what you do. don’t assume if they’re missing something that you could sell them the answer. there’s often a reason for why something isn’t happening. go to those with an everyday need and compete. there will be many who are open to doing things a little differently. this thinking is central to the concept of low hanging fruit. in many cases, all you’ll have to do is reach out and shake a branch or two. of course, this is hard to do if your hands are busy balancing a ladder while your mind is focused on where to place it. try on a new perspective — a simpler one at that. you may be surprised by how much fun and easy the picking can be!