Brad Sugars breaks down the “5 Ways” and focuses on Lead Generation. He goes over the different areas where businesses can increase the number of leads. Lead Generation is one of the best ways to build a business, but is also one of the least cost-effective ways to do it. He also talks about the best ways to generate new leads, including direct mail, the value of “lumpy mail,” a referral-based leads strategy, and a definition of host-beneficiary relationships and strategic alliances. The power and leverage that is available to most businesses can multiply profits, but are rarely used or under utilized by most companies.