In this episode of The Money Lever Podcast, Josh Latimer breaks down one of the most overlooked and misunderstood drivers of business growth: lead attribution. 

Most small business owners believe they are “doing marketing” but have no real idea where their customers actually come from. Josh explains why guessing, assuming, or lumping everything under “Google” is sabotaging profitability and keeping businesses trapped in the same revenue range for years. 

Using simple, practical examples, Josh shows how attribution does not require fancy software or a big team. Even a whiteboard or sticky note system can transform how you think about marketing. Once you know exactly where leads come from, how much they spend, and which sources produce the highest value customers, marketing stops being stressful and starts becoming predictable. 

This episode connects the art of persuasion with the science of numbers, using Leonardo da Vinci as a metaphor for how business owners must think like both an artist and a scientist to build real money levers.