Most prospecting fails before the first conversation ever happens. Not because sellers lack effort, tools, or activity--but because buyers don't see a reason to change. They're comfortable enough. Busy enough. Unconvinced enough to ignore you. Gap Prospecting explains why. In this book, Keenan and Will challenge the modern obsession with outreach volume, personalization tricks, and "clever" messaging. They show that prospecting breaks down when sellers try to lead with solutions before buyers understand their problem--and the cost of leaving it unsolved. You'll learn how to identify the problems prospects don't fully recognize, quantify the impact of staying the same, and earn the right to a conversation by making inaction uncomfortable. This isn't a book of scripts, templates, or hacks. It's a way to change how prospects think before they ever agree to talk. Gap Prospecting is the prequel to Gap Selling. It reveals how deals are won or lost long before discovery, demos, or proposals--at the moment a buyer decides whether their current situation is "good enough." If you want more replies, better conversations, and real pipeline, stop trying to get attention. Start creating relevance.