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1. You have limited time.
You dont have enough time to call on or win every prospective client you might serve, Iannarino says. You have to ruthlessly prioritize your time if you are going to generate the results you are capable of. Time spent with some prospects means time denied to other prospects. You have to make decisions, he says.
2. You have limited resources.
You dont only have limited time; you also have limited resources, Iannarino says. If you need your technical team, your operations team, or some other overlay groups help, you have to make tough decisions as to where to apply those resources, he says, adding that you should apply them where they can make a difference and where it makes sense.