In drumming up business for writing, I’ve been starting conversations with people, many of whom I haven’t spoken with in over a decade. We talk a bit about business, and mostly catch up about life.

The call often ends on a note of appreciation. My conversation partner, now reacquainted, says, “Thanks for reaching out.”

It’s surprising to me how willing even busy people are to catch up. In the services business, it’s good to reach out to at least a couple of people per week. Staying top of mind is as much a part of the job as doing good work.