None of us are living the lives that we led in February, and most have embraced dramatic changes in how we go about our daily business (working from home, Zoom meetings, digital presence etc).

Yet a great many client-facing people have yet to identify and adapt their time, energy and money on who their ideal buyers are NOW and tomorrow. They send out self-congratulatory LinkedIn messages about “how great it is to attend XYZ event and see ABC old friends and buyers speaking”. Why?

If you insist on investing in yesterday’s buyers, why do you think you will be today and tomorrow’s strongest competitor?