This week we go deep (well, as deep as we ever go) on target market analysis—or as we like to call it, “the thing that stops you from chasing every shiny object on the internet.” We unpack the difference between total addressable market (a.k.a. the fantasy) and actual target market (a.k.a. the people who might pay you this year).

Scott shares a cautionary tale from a Chicago business trip turned unexpected road trip to Toronto, and we both make the case for being in the room—yes, despite our love for comfy sweatpants and virtual calls. There's also some accidental relationship counseling along the way.

It’s messy, occasionally insightful, and exactly the level of seriousness you’ve come to expect.