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Generating leads is crucial for the success and growth of any business. Without a consistent flow of leads, a business will struggle to thrive and sustain itself. Leads are like oxygen for a business, providing the necessary fuel for growth. Clay Clark emphasizes that having a great product or service is not enough; you need leads to make it successful. He discusses the significance of having a system in place to generate leads sustainably and systemically. Clark shares real-life examples of working with Jordan and Danica from Cornerstone Fence, who experienced exponential growth in their business by implementing lead generation strategies like dominating search engines, leveraging referral sources, and using online ads.