Screw the word leads — and the hour you cannot spend

End of 2024. Chris asked Claude to describe an organization that had never heard of marketing and sales as we practice them. What came back was unrecognizable — which he took as the signal he was onto something.

And the cost of the alternative, in one breath: people who cannot spend an hour on a call when an hour is what the problem takes, and cannot spend five minutes when five minutes is all it takes. Because the number being counted is calls.