Yeah yeah… go ahead and snigger. So I’ve got a ‘thing’.

I accidentally said it one day… and then liked it enough to use again in conversation (multiple times). But you mind my words (sonny boy) once I take you through The Data Doughnut (TM) you’ll be eating your words. Your delicious doughnuty words.

I should also quickly point out that though I’m aware there’s a way to get a proper trademark symbol to appear, I like to simply put the letters T and M into brackets to show that I’m not precious about it (use it, however, without prior permission and I will hunt you down and kill you).

Anyway… The Data Doughnut (TM) is a FANTASTIC visual representation of your database. A mistake I see often is people building a database, starting to work on the database, and then, when not even halfway round ‘the ring’ (as we call it) adding a bunch of new prospects. So, just as you were approaching 6 o’clock (yes, I know I’m mixing metaphors - don’t tell me how to live my life) you’ve sudden expanded the ring and sent yourself back to 4 o’clock.

And then off you go, continuing round this slightly larger doughnut, and then… BAM! - you add even more data! You’re taking what was a manageable, well-thought-out and reasonably-sized database, and warped it into an unmanageable monster. And while you think you’re doing a dandy job of ‘augmenting’ your database, the data sitting at 11 o’clock is getting older and mouldier (and further away). You’re sabotaging your own doughnut you lunatic!

I am of course assuming you did a good job of building your database in the first place, so now just focus on working it. As data is removed (taking ‘a bite’ if you will) don’t replace it, just continue round the ring. Give all this freshly-baked data a chance to bear fruit (again, don’t worry about the metaphor - it’ll be fine).

Some of the doughnut will require a second pass (maybe even three) but that’s the nature of a new business prospect database - it takes time and tenacity. Only once you feel you’re chewing on the same bits over and over should you think about building it back up with fresh entries.

Anyway… data, rings, doughnuts, trademarks. I’m sure you get the idea.

Good luck and goodbye.