There is a reason it's called fishing and not catching. More often than not the fish can't be seen. More often than not they are hungry. Their basic limbic brains are simply trying to survive - eat and not be eaten. That's about it for a fish. So why are they so hard to catch sometimes and other times they seem to jump into your net.
Today's business environment is much the same. In the next post we will explore how to look at the river and find the fish.