When one understands the significant difference between lead generation and relationship building, they position themselves in such a way as to take “the addition impacts of lead generation and amplify them with the multiplication impacts”. A true relationship with the right person can establish more opportunities for us than all of our lead generation activities combined. We have to focus on building genuine relationships. We have to focus at the exclusion of wasting energy on lead generation. Nobody wants to be a lead, but everyone enjoys being a trusted friend.