What do you want? No, really. What do You want?

Imagine you are a mob boss.

Fun, right?

Ok, now below is a conversation with your hitman:

You: "I want you to find anyone who I might be angry with either in a few days or a few years and I want you to kill em."

Hitman: "Um, who?"

You: "Anyone who might steal money, or disrespect me, or be rude. You know?"

What's wrong with this picture?

The hitman has a really broad range of people and he's probably not sure where to start.

So now you're saying to yourself, "Okay, Mike, that's cute but what's the lesson?"

I'm glad you asked that, [insert your name here].

When you want someone to help you get more business, make an introduction, come to your show, etc. they're more likely to be effective if they know who they're gunning for.

If a product for "everybody" is a product for nobody, then a request for "anyone" is a request for no one.

Excelsior!

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