Business development is a lot of work, writes Toni Wells in For Business Development, Do What Comes Naturally. And there’s no reason to make it harder by forcing yourself to do things you don’t like:

You owe it to yourself — and the people you are trying to target — to figure out what you enjoy and how to incorporate that into the business development strategy.

Wells’s post is not meant to be a justification for those who don’t want to work at BD, however. Instead, her post reminds you that more success will come from a business development strategy that focuses on activities you’re comfortable doing. Doing anything else is unnatural.