In a commercial thought leader's practice, it's easy to confuse activity with progress. You're publishing, delivering, pitching, replying, invoicing, iterating, but all this busyness doesn't always mean we're doing the right work. At the heart of it, there's a pattern we need to name: heavy work often is accompanied by lazy thinking. Our industry culture celebrates effort, but when heavy work is paired with a failure to think deeply, what we get is volume without value. Your edge as a thought leader running a commercial practice is not only how hard you work, it's also how deeply you think. Both, And.