Define the opportunity before chasing it.

Imagine two potential clients arriving in your inbox. One is a recognisable name with a vague interest in your work. The other has a specific requirement, a relevant decision maker, and a timetable your business can support. Choosing where to spend your time starts with understanding those differences.

Before looking for introductions, I want to define what a suitable opportunity looks like for your business. That includes the problem you solve, the customers you can serve well, and the capacity you have available. Geography, delivery requirements, and commercial expectations all help make the brief useful.

A clear brief gives every introduction a purpose.

The brief also helps identify what still needs to be learned. Who owns the requirement? What would have to happen before a decision? Is the timing realistic? Those questions guide the research and give an initial conversation direction. They help you decide whether further work is justified before preparing a detailed proposal.

A cleaning company might define fit through service area, building type, and crew capacity. A recruitment agency might define it through sector expertise, the roles it supports, and an employer’s hiring requirements. Those details give the research direction and help you explain why your business belongs in the conversation.

My approach is to start with that definition, research the relevant businesses and people, and connect the parties where there is a reason to explore fit. The objective is a conversation grounded in your actual priorities, with enough context for you to decide what deserves your attention next.