The challenge for many companies is misunderstood – it is not finding prospects that need what it has to offer, but rather finding prospects who know that they need what it has to offer. Managers flounder in the gap between perception and reality. They are trained to think about data, facts, and rules. This strength obscures a corresponding weakness. They fail to account for the difference between “what is” and “what the prospect believes is.” The latter initiates the experience of the former and thus takes initial precedence.