“The idea that you’ll instantly move needles because you’ve never tried to move them until now is, well, delusional. Sometimes you get lucky and things are as easy as you had imagined, but that’s rarely the case. Most conversion work, most business-development work, most sales work is a grind – a lot of effort for a little movement. You pile those little movements into a big one eventually, but that fruit is way up at the top of the tree.”
