Leading a Horse to Water


There’s an old story about a salesperson who was disappointed in losing an important sale.

He talked with the boss about why it didn’t work out. “I guess,” he said, “It just proves you can lead a horse to water, but you can’t make him drink.”

“Maybe,” said the boss, “But let me give you some advice: your job is not to make him drink. It’s to make him thirsty.”


I like the story, but I’d also say that the market of existing, thirsty people is already quite large. Instead of leading horses around, and instead of causing thirst, it’s your job to find the thirsty and offer them water.

When you get this part right, everything becomes much easier.


Image: GM

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