When I was a boy I used to see hitchhikers all over the place. When our family drove from Las Vegas to Clinton, Oklahoma to visit grandma and grandpa you’d see hitchhikers all the way there.
How did I know they were hitchhiking? Of course they had their thumb sticking out.
But I also knew where they were headed because they held up a cardboard sign.
If we were headed to Oklahoma it wouldn’t make sense to pick up one going to Montana. It would be bad for both of us.
As Seth Godin taught me, “If you’ve got people on your bus who are headed somewhere you have no intention of going, today might be a good day for them to get off the bus.”