I was delivering a speech last week at an association annual event in Palm Springs, and a few of the attendees — who run large, successful, private organizations — commented with admiration that much of my approach to revenue growth is common sense.

They’re right, of course. For example, we know that testimonials and referrals are among the best ways to grow sales, yet we don’t ask for them nearly enough. We know that we need a good list, and if you really dug into computers in your office, you’d find enough customers and prospects to create a vibrant list of prospective buyers, yet we don’t allocate time to collate that list. We know that our prospects care about the value of our products and services, yet we insist on focusing on our specs, stats, speeds and processes.

Knowing something is very different than doing something. Execution requires a transference from logic to emotion and action. That’s why common sense is entirely uncommon. And so, I have two questions for you:

1. What are you not doing that you know would help to significantly grow your revenue?

2. What do your customers take for granted as common sense? What can you help your market transfer from knowledge into action?

This piece ran in my Evangelist Marketing Minute short-form newsletter, which you can receive every Monday morning for free by signing up here.