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For a small growing business, there’s no time to waste. There,s a constant balance of working on the business and in the business. Meaningless meetings are the death of productivity and profitability.

Yesterday I talked with a new business owner sorting this out. Incredibly talented, expert in her field will great value to offer.

But there’s a major flaw in her business development strategy.

She’s taking every coffee, agreeing to every meeting and exploring all the avenues available to her with her significant talents. And because of it, she’s wasting valuable time.

Interestingly, we see this same problem play out with founders and entrepreneurs much larger and more established, who are at the stage of growth where she’d like to be … and the solution is exactly the same.

Haley Boehning, Co-Founder and Principal of Storyforge, believe there’s a fundamental disconnect between how we build + market our businesses and what our customers, employees and stakeholders truly care about. The world’s most loved and most profitable companies have figured this out, and she’s spent years studying how and why.