Is your sales team hunting antelope or mice?

In the wild, a lion can capture, kill, and eat a field mouse with ease. However, the energy expended to catch the mouse outweighs the caloric value it provides. If a lion relied solely on field mice for sustenance, it would eventually starve. A lion thrives by hunting antelope instead—larger prey that demands speed and strength to capture but ultimately provides a feast for the lion and its pride.
In the wild orthopedics market, this story provides a critical lesson on how to target customers effectively.
Not all customers are created equal, and it's essential to differentiate between "field...