When you think about business development, most people automatically jump to sales tactics—templates, scripts, some magic LinkedIn message that will have prospects chasing you. And while tools like that absolutely help, real business development runs a lot deeper than just sending out a few emails.
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It’s about building a business that fits you.
That fits your life. That matches your values, your energy, your purpose. And that kind of business doesn’t come from copying a script. It comes from setting your own sails.
Let me explain.
You’re Not Driving A Motorboat—You’re Sailing
When I was a kid, maybe 8 to 12 years old, my dad had this little sailboat. Out of five kids, I was the only one who’d go out with him on the water. He loved sailing because it wasn’t just getting from Point A to Point B. It required attention. Adjustment. Awareness. Unlike a motorboat where you just point and go, sailing meant you had to work with the wind, not against it.
Running a business is exactly like that.
The wind—your market, the economy, your team, your competition—is always shifting. Sometimes it’s subtle. Sometimes it hits like a gust and blows you completely off course. Your job is not to complain about the wind. Your job is to trim the sails.
You’ve got to stay dialed in, constantly tweaking, watching for changes—just like my dad would do out on the Chesapeake. A crank here, a little tighter there, a shift upwind. And when you get it right? The boat hums. You hit that flow. Your business feels good. Clients are happy. Cash flow is strong. The team’s aligned. You’re in your zone.
That’s where we all want to be.
But here’s the deal: You don’t get there by doing what everyone else is doing. You get there by paying attention to your business and adjusting accordingly.
The Real Value Isn’t In More Templates
Now listen, I know the lure of a done-for-you template. And yes, I’ve given you plenty. Everyone in our world has the Toolkit. You’ve got the cybersecurity kit. You’re sitting on a goldmine of campaigns, checklists, call scripts, referral strategies—literally hundreds of tested, proven templates that work.
But many of you aren’t using them.
So it’s not more templates you need—it’s to use what you already have. Or more importantly, remember what you already know.
There’s this quote I love by Samuel Johnson: “People need to be reminded more often than they need to be instructed.” And it’s true. I could sit down with any one of you and say, “How could you get one more client this month?” And you’d have at least one idea—probably five or ten.
You already know what works. You just need to do more of it.
It’s Time To Trim Your Own Sails
Let go of the idea that there’s one right way to grow your MSP. There’s not. There’s only the right way for you. Your business. Your goals. Your lifestyle.
Want to work 20 hours a week and earn double what you’re making now? That’s doable too. But it won’t happen by chance. You’ve got to trim your sails.
So here’s my challenge to you:
- What wind is blowing right now in your business?
- Where are you coasting, hoping the wind stays steady, instead of adjusting?
- What’s the one thing you already know you should do—but haven’t done yet?
Business development is not about hustle for hustle’s sake. It’s about building a business that works for you—and doing the work to keep it on course. You’ve got this. You know what to do. Now go out there and do more of it.
