One of the things I have been very poor at is that I often fail to combine a blog post, presentation at a company or any other opportunity to be in front with an audience with a call to action. I have a captive audience, spend maybe an hour to make them see the world through my eyes, give them new insights, models and frameworks to apply in their work and generate a lot of energy. And rather than doing something with that energy and positivity, I thank people for their attention and leave. Instead, I should ask for a follow up that allows me to continue on the journey that I have started with my audience. At least with some of them. This aligns perfectly with the late Stephen Covey’s principle of starting with the end in mind. My challenge is that I am of the mistaken belief that if I do a great job in presenting some research, insights, models or frameworks and people like it enough to want to use it, they’ll come to me. I don’t have to go to them. That is obviously wrong. It is my job to make the friction of engaging with me as limited as possibile. It should be easy and almost automatic to engage with me. So, as a reflection: what is your call to action and how does your audience know?