The coastline was enormous. That was the problem. From the cliff above the Mediterranean, the Apprentice could see blue water in every direction. Ships moved against the horizon. Villages broke the shoreline. Coves disappeared behind headlands. Farther south, sails clustered around a city large enough to be seen through the morning haze. The Apprentice pointed. “There.” The Harbormaster did not look. “The great port?” “Yes.” “Why?” “Because everyone goes there.”

The steel arrived before sunrise. Basket after basket. Dark pieces of metal wrapped in straw and carried through the courtyard until the floor beside the forge nearly disappeared beneath them. The Apprentice stared at the pile. “So much.” The Swordsmith said nothing. A representative from the warrior house stood nearby watching the delivery. He seemed pleased. “We brought more than you requested.” The Swordsmith crouched beside the first basket. “That was wise.”

The Apprentice opened the notebook. Pages of dates. Wind direction. Water temperature. Bird activity. Currents. Previous catches. Places where we had found nothing. She laughed. “You wrote down where there weren't fish?” “Especially there.” “Why?” “Empty water is expensive.” That quieted her. Two hours later, we had not dropped a single line. The Apprentice was becoming restless. “We've passed miles of water.” “Yes.” “We could have been fishing.”

That is the beginning of B2B prospect identification. Not everybody in a market is equally relevant simply because they exist. A market may contain thousands of companies. Some will technically fit your category. Fewer will fit your commercial model.

By Sunrise, Rome was already moving. Carts complained against stone. Dockworkers rolled barrels from ships. Shopkeepers opened shutters. Messengers slipped through crowds with scrolls tucked underneath their arms. Somewhere above all of it, a merchant stood on a balcony and admired what he believed was growth. He had recently received the most important cargo of his season. Olive oil. Dyed fabrics. Glass. Spices.

The Captain had made the crossing enough times to stop fearing the sea in the ordinary way. He knew the route well enough to speak of it with confidence and just poorly enough to still be surprised by it. By late afternoon, the North Atlantic had begun its quiet mutiny. The pressure fell first. Then the gulls, which had spent the morning following the ship like creditors, vanished into the gray. The crew said little, but every man aboard could feel the change in the water.