Lead Generation vs Opportunity Creation Why More Leads Don’t Necessarily Mean More Business

In this episode of the Top Producer Podcast, I challenge the common obsession with lead generation. I distinguish between a lead—someone who has shown some level of interest—and an opportunity, where there is a genuine business problem, a willingness to address it, and access to a decision-maker.

I explain that opportunity creation starts with creating value before asking for business. Educational events, briefings, podcasts, articles, research, workshops and insights can demonstrate expertise and build trust, attracting people who value your thinking rather than simply generating more names.