There actually wasn’t a Eureka! moment, but rather something that developed over a long time. We noticed that most of our clients lacked the discipline and outside resources to help them get the word out on their terrific products and services. They were all B-B companies that needed a decent set of strategies and tactics to help their sales team. There was also a sense that few actually knew who in their organization was going to what, when—which felt very much like a football player who missed their assignment on a play and lost yardage to the competition. This got us thinking about football and then the parallels and analogies started going off like fireworks. The icing on the cake was when we noticed that in the B-B world there are significantly fewer transactions than in the B-C (retail) channels. Few transactions make it more difficult to see trends and draw conclusions—forcing educated guesses. And again, this felt like the short football season which can be decided in just a handful of games, unlike the long baseball or basketball season.