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.

There was once a trading city built beside a sea that never existed. Its walls were enormous. Its harbor was deeper than neighboring kingdoms believed. And on the highest hill above the city stood a stone watchtower. The tower did not defend the city. It had no cannons. No prison. No royal chambers. Its purpose was stranger. It watched.

In a kingdom that never existed, behind walls that looked as though they had been built to keep out both armies and salespeople, a young ambassador arrived carrying a sealed letter. He had traveled for six days. Two horses had gone lame. One wheel had broken. Rain had turned the northern road into mud. And now, finally, the towers of the king's palace stood above him. The ambassador smiled. He had made it. Or so he thought. The first guard barely looked at him. "State your bu

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.