The theory of constraints dominates the world of business, and yet it tends to be ignored by almost everybody in business for a pretty simple reason: it's politically unpalatable. The theory of constraints says your business is a system, and every system has one and only one constraint.And that's the only thing you should be working on right now: understanding that constraint, characterizing it, coming up with an investment thesis, making the investment, or observing the results of the investment. The investment is something like better cycle time, increased throughput, more units that are doing the work, or better quality. Those who employ this practice will dominate markets.What we tell you here at Market Dominance Guys is that there’s an environmental constraint on businesses, which is gaining the trust of your prospects. How do you do this? In other words, what’s your investment? Have conversations with them! Do you have to wait till they're ready to buy? No, have the conversations now, and the relationships you create will begin paving the road to trust, which leads to eventual sales.The main challenge as you narrow your focus down to this once constraint is keeping all the human beings in your own business happy and willing to allocate enough resources from the business to solve this one constraint issue, one bottleneck at a time. Join Chris, Corey, and Jake Housdon as they discuss this challenge, as well as how to successfully employ the conversation-first investment.About Our Guest:Jake Housdon is CEO and co-founder of SDR League, the world’s first esports league for salespeople.