My friend Matt Church said something a few months ago that has been echoing around my brain ever since.

He said in a practice we prioritise sales over marketing.

This is definitely a contrarian view. The common wisdom is that marketing is more important (and definitely sexier than sales). Matt was saying that in a thought leader’s practice it's more important to sit down one-on-one with ten people and make your sales pitch than it is to get your ten thousand sets of eyeballs to see your ad or your marketing copy.