October 19, 2026

SPRAY. DOESN’T. PAY.

🚀 Audacious Move™ of the Week

SPRAY. DOESN’T. PAY.

B2B lead generation is drowning buyers in AI-generated outreach, generic sales messages and irrelevant LinkedIn prospecting.
The problem isn’t a shortage of leads. It’s a shortage of relevance.

📣 Everybody Wants MORE Leads

More prospects.

More LinkedIn connections.

More cold emails.

More AI-generated sales messages.

More marketing campaigns.

And now technology makes reaching thousands of potential customers ridiculously easy.

Wonderful.

But here’s my question.

Are you reaching more people who actually MATTER to your growth?

Or are you simply getting better at bothering people who couldn’t care less?

There’s a BIG difference.

🎯 Your WHO Is NOT Everybody

When I was building a startup into a business with more than A BILLION in annual sales, we couldn’t afford to chase everyone.

We had to make choices.

That’s why my Strategic Game Plan™ starts with HOW BIG?

What revenue growth do we want over the next 24 months?

Then comes the critical question.

WHO do we intend to SERVE to achieve it?

Not everybody who might buy something.

Not everybody who responds to a LinkedIn message.

The specific Customer Groups with the potential to deliver HOW BIG.

And here’s the uncomfortable part.

Choosing WHO to SERVE also means choosing WHO NOT to pursue.

Most businesses don’t have the guts to do that.

🪓 Stop Confusing Sales Activity With Buyer Engagement

Salespeople get celebrated for activity.

Cold calls made.

Emails sent.

LinkedIn prospects contacted.

Meetings booked.

Marketing people celebrate lead generation.

Impressions.

Clicks.

Engagement.

Lovely numbers.

But activity isn’t growth.

And AI-powered prospecting can make the problem worse by generating even MORE irrelevant outreach.

Your objective isn’t to build the biggest prospect list.

It’s to build the RIGHT one.

❤️ Buyer Relevance Begins With What Customers CRAVE

Once you’ve chosen your WHO, the real work begins.

Discover what they CRAVE.

Not simply what they need.

What they desire.

What frustrates them.

What makes them FEEL valued.

What would make them choose you over everyone else?

Then craft your ONLY Statement™ around delivering what matters most to them.

That’s how you become The ONLY One™.

Not by sending more sales messages.

Not by shouting louder on LinkedIn.

By becoming MORE relevant to the people you’ve deliberately chosen to serve.

🔥 Put Your Prospecting Strategy to the Test

Take your last 50 sales pursuits.

Ask three questions.

1. How many targeted Customer Groups capable of delivering HOW BIG?

2. How many demonstrated an understanding of what those customers CRAVE?

3. How many gave those customers a compelling reason to choose YOU?

If the answers embarrass you, good.

You’ve discovered something worth fixing.

Stop wasting energy on prospects who don’t fit your Strategic Game Plan™.

Redirect it toward the critical few who do.

Because when everyone is your prospect, nobody is your priority.

SPRAY. DOESN’T. PAY.

🚀 Want more Audacious Moves™?

🎙️ Listen to Audacious Moves to a BILLION™ for practical, contrarian ideas for building an extraordinary business.

✍🏻 Explore more articles, ideas and proven tools at BE DiFFERENT or be dead.

Extraordinary businesses aren’t built by ordinary decisions.

They’re built one Audacious Move™ at a time.

Now go make yours.

Cheers,
Roy

• Posted 10.19.26 at 06:00 am by Roy Osing
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