The obligation to grow

What if growing your consulting business isn't just a personal ambition — but a moral and societal obligation?In this episode, Ahmad defends a provocative claim he made to a group of clients: if we're truly honest about the consequences of our work on the people we serve, each and every one of us has an obligation to grow our business.Ahmad and Karie unpack why self-interest is a surprisingly low ceiling for motivation. Once your survival needs are met, your brain quietly works against further growth — even when you rationally want it. The fix isn't more discipline. It's reconnecting to who your work actually serves.They dig into Adam Grant's famous study of university fundraisers whose weekly revenue more than doubled after a single brief meeting with a scholarship recipient — no change to scripts, strategy, or training. Just a connection to the human on the other end of the work. This is pro-social motivation, and Ahmad argues it's the single most underused growth lever in consulting.