Each of us in sales has a choice every day. Do we just do activities? Do we treat each prospect as

equally likely to care and want to learn about our product, have the problem that we solve? Or do we

spend time thinking like a detective?

Who is most likely to have committed this crime?

Who had means, motive, and opportunity?

Now, in the U.S., there's a big murder case that's going on today. And it was kind of crazy.

And I've been kind of following it, but not seriously.

And then they arrest this guy.

And I was like, well, how do they know how he did it?

Now, they did some great detective work.

There was DNA at the site. The DNA was not in their database,

but they can go to these public DNA databases,

23 and me and the others.

I don't know which ones are public and which ones aren't, but they can

find people in there that were related to this person. Oh, here we go. And then they've got a ring

doorbell picture of a car driving by at that time. So now they've got DNA, car, and all of a sudden they've got a suspect.

And then they can get the cell records and say, well, wait a second, where was he at this time?

Oh, he turned his phone off during the time of the crime,

and then turned it back on right when he got home,

and then leaves the state, gets pulled over twice.

Now, my point here is you could go about trying to find out who committed this crime by motivation. Why? What did they have to gain?

That didn't get anywhere because it didn't, it seems senseless. So there's, the motive isn't

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