There is a lot of noise in business today about landing the “big client.”

The elephant.

The rhinoceros.

The one deal that supposedly changes everything.

Entire marketing campaigns and coaching programs are built around the promise of helping people capture that one massive account.

The problem is simple: you can’t live on the promise of an elephant.

A seasoned businessman understands a basic truth.

While you may be hunting the elephant, you still have to eat.

That means trapping rabbits and squirrels—doing the steady, consistent business that keeps cash flow moving, covers expenses, and sustains operations day after day.

In business, the elephant represents large, high-profile clients or big wins.

There’s nothing wrong with pursuing them.

Vision matters.

Strategy matters.

But when the entire business model depends on landing one oversized deal, the business becomes fragile.

Miss the elephant, and you starve.

Rabbits and squirrels, on the other hand, represent the regular clients, repeat business, referrals, and smaller engagements that actually keep a business alive.

They may not be glamorous, but they are reliable.

They build margins, stabilize cash flow, and allow the business owner to stay in control rather than desperate.

Too much modern coaching and advertising sells the fantasy of the elephant without addressing the reality of survival.

It implies that once you land the big client, everything else falls into place.

That message is not only misleading—it’s irresponsible.

Strong businesses are built on consistent profitability, not occasional windfalls.

They pursue large opportunities wisely while intentionally cultivating steady, sustainable revenue streams. They understand that growth without stability is not growth at all.

The real businessman doesn’t abandon the hunt—but he also doesn’t forget to eat.

And that balance is what separates wisdom from hype.