As the sales leader of a B2B technology company I am simultaneously a promoter and target of prospecting outreach. I encourage my team to reach out to customers with respect,conviction, perseverance, and empathy. Yet, as a prospect, I’m very hard to reach. I don’t generally respond to cold emails or LinkedIn requests from business development reps. In theage of distraction I look for every opportunity to promote relentless focus and prioritization. Two of my favourite books,The One Thing andEssentialism, remind me that extraordinary results only come from knowing what’s important, how to bias towards those things, and block out distractions. It’s hard but apparently I’m not alone.