I’ve had a lot of conversations with business owners about how to grow their businesses, and it’s always interesting to see what they focus on.

Some people dive straight into complex marketing strategies, yet completely ignore the basics that actually bring in leads.

The Enthusiastic Business Owner Who Lost His Leads

A while ago, I talked to a business owner who ran a bike rental business in a tourist-heavy city. At first, business was great—walk-in customers, tourists looking for a quick and fun way to explore the city, and partnerships with a few local hotels kept the rentals moving.

But after the peak season ended, reality hit: Where do the next customers come from?

At first, he was getting rentals from foot traffic and hotel referrals, but beyond that, he had no structured referral system, no lead capture, and no way to re-engage past customers.

I am not an expert in the tourism industry, but the fundamentals of lead generation are the same in every business.

• Define the ideal client. Are you targeting solo travelers, families, or corporate outings? Which group is most profitable?
• Make their experience unforgettable, so they naturally refer others.
• Think of it like a marathon race—people love reliving their best experiences. Take high-quality photos of customers riding in scenic spots and send them afterward, so they share them online. This turns them into free marketing.
• If you want a faster reach, work with local influencers or travel blogs to promote your service to the right audience.

But no matter how you approach marketing, the basics never change:

✔ Track every step of the funnel. If you don’t measure it, you can’t improve it.
✔ Have systems in place. Leads should never be lost because there was no follow-up.
✔ Start from your closest circle of influence. Work up a referral system before scaling.

Most Business Owners Ignore the Easiest Lead-Generating Actions

1. They don’t capture lead details properly.

• No CRM, no organized system—just scattered notes, lost numbers, and missed opportunities.
• Even a spreadsheet is fine, as long as it’s used, updated, and tracks the point of contact.

2. They don’t ask for referrals.

• Your friends, neighbors, and current clients are your best lead sources.
• If someone loves your service, they know someone else who would too—but you have to ask.

3. They don’t post and share their own content.

• If you’re not talking about your business, why would anyone else?
• A simple story, a case study, or a customer success story is enough to bring new interest.

4. They don’t follow up properly.

• A lead comes in, and instead of reaching out fast, they let it sit.
• Speed matters, the first business to respond usually wins.

5. They don’t track what actually works.

• If you’re not measuring how many leads convert, you’re just guessing.
• Every step in the funnel should have clear data to track its success.

“Instead of Being Smart, Be Clear”

My friend Colm always says:
“Instead of being smart, be clear.”

This is where most small business owners overcomplicate things. They think of creating some kind of massive brand identity when they should just aim for being clear on their message.

Take this IKEA ad I saw recently. It’s smart, but IKEA already has brand trust. If you saw the same ad from an unknown brand, you would maybe smile, but you would never remember the company but maybe remember to buy a bed for your kid and go to IKEA.

For most businesses, clear beats clever.

✔ Tell people exactly what you offer.
✔ Make it easy for them to contact you.
✔ Follow up.

That’s it.

Most businesses don’t need better marketing. They need better execution.

3 Quick Questions

1. Do you have a system in place to capture and follow up on leads, or are you relying on chance?
2. Are you leveraging your existing clients and network for referrals, or are you always chasing new leads?
3. Are you tracking what actually works, or just hoping that your marketing efforts pay off?

Getting leads isn’t complicated. But ignoring the basics is the biggest mistake you can make.

When I was the most focused on my ice hockey training, I knew that success wasn’t just about showing up on game day. I had to get my nutrition right, sleep well, practice my skills, train consistently, and stay away from distractions. Every game day had its own ritual that helped me feel sharp and ready to perform.

The best business owners I know operate with the same level of structure and discipline. They are intentional about their routines, how they train their minds, and how they prepare for key decisions. The future of high-level leadership will look even more like elite sports. CEOs will need to take care of their nutrition, sleep, exercise, and business training to perform at their best, just like athletes.

The best future CEOs actually focus on the same core principles as elite athletes: nutrition, sleep, training, and business development. The health of the CEO will determine the health of the company long-term.

Skill Practice: Mastery Comes From Repetition

Athletes don’t just show up and play. They practice core skills, break down their technique, and refine the smallest details. A hockey player spends hours perfecting their stickhandling (what we call “dribbla” in Swedish), timing passes, and shots. These skills don’t develop overnight; they require constant repetition and refinement.

Most CEOs rely only on experience to improve their leadership skills instead of practicing deliberately. If you want to improve your ability to lead, negotiate, or make better decisions, you need structured training.

• Rehearse important conversations the way an athlete drills game scenarios.
• Get coaching and mentorship to refine leadership and strategy.
• Track progress and review past decisions the same way an athlete studies game footage.

Steve Jobs practiced his keynotes hundreds of times before stepping on stage. He did not rely on natural talent. CEOs who take skill development as seriously as athletes will always have the advantage.

Training and Adaptation: The Best Keep Improving

In sports, what worked last season will not always work this season. Athletes evolve, change their training, and adapt to new challenges.

Great CEOs approach business the same way. They are not locked into outdated strategies. They stay ahead by constantly improving.

• They study their industry the way an athlete studies game footage.
• They refine weaknesses instead of ignoring them.
• They test new strategies, knowing that staying static is not an option.

Amazon is a great example of this mindset. Jeff Bezos built a culture of constant testing and adaptation. Businesses that fail to evolve will be overtaken by those that are always learning.

Teamwork and Leadership: Success is Built With Others

The greatest athletes are not just skilled. They elevate their team. They lead by example and create an environment where everyone performs at a higher level.

A CEO needs to do the same.

• Develop the people around you instead of trying to do everything alone.
• Build a culture of feedback and growth so the company keeps improving.
• Learn to trust and delegate rather than micromanaging every decision.

Phil Jackson, the legendary coach of the Chicago Bulls and LA Lakers, built championship teams by focusing on leadership and team dynamics. The best CEOs build companies that operate at a high level because of strong leadership, not just because of their personal effort.

Recovery: The Most Overlooked Advantage

Athletes know that recovery is as important as training. Without it, injuries happen and performance declines.

Many CEOs pride themselves on overworking. They treat exhaustion as a badge of honor. They do not realize that overwork leads to worse decisions, slower reaction times, and burnout.

• High performers treat sleep, exercise, and mental clarity as business priorities.
• Breaks and recovery are built into the schedule, not left to chance.
• Long-term performance matters more than short-term grinding.

LeBron James spends over a million dollars a year on recovery because he knows it extends his career. CEOs who take care of themselves will outlast and outperform those who burn themselves out.

The Danger of Compensation Patterns

Athletes who compensate for an injury create bigger problems in the long run. A minor knee issue ignored today can lead to a serious tear later.

The same happens in business.

• A leader avoiding difficult conversations will see their team fall apart.
• A company chasing fast revenue with no foundation will struggle long-term.
• A CEO who micromanages will become the bottleneck that holds the company back.

Short-term fixes cause long-term damage. The best leaders solve the real problems instead of covering them up with temporary solutions.

Elon Musk built Tesla by focusing on long-term vision, not short-term sales. The businesses that think ahead will always win over those that chase quick results.

The Future CEO Will Train Like an Athlete

The next generation of CEOs will not just be managers. They will be trained to perform at a high level in all areas of their lives.

• They will practice leadership skills deliberately.
• They will treat recovery as part of performance, not a luxury.
• They will focus on long-term strategies instead of quick fixes.

Athletes know that real success comes from smart training, discipline, and recovery. The CEOs of the future will operate the same way.

3 Quick Questions

1. What is one skill you should be deliberately practicing instead of hoping to improve over time?
2. Are you allowing yourself proper recovery, or are you heading toward burnout?
3. Where in your business have you been compensating instead of fixing the real issue?