George B. Thomas
This might be my favorite Value First Humans episode that Chris Carolan and I have recorded. Not because it sounds smart. Because it hits the root of what keeps sales and marketing feeling gross for so many people.
We have been trained to chase “leads” as if they were inventory. Then we act surprised when humans feel processed, guarded, and done with the whole experience. In this conversation, I unpack why Commitment Number Six matters so much: we will recognize signals rather than manufacture leads.
People naturally express genuine interest and need in observable ways. Our job is to become attuned to those signals and respond like real humans.
Stop treating humans like units to be processed. Swap lead language for signal language. Pay attention to deeper signals that reveal real need. Then respond with calm, helpful, relevant engagement that honors the moment.
The moment that changed everything
Early in the episode, I share something that drives this whole philosophy.
I am not built for surface-level conversations. And I am definitely not built for surface-level business tactics. I said it plainly: “If we try to find that deeper conversation, that deeper signal, we end up in a way better place.”
Chris picks up on the same tension from the other side. We keep doing things in marketing and sales that we would never do to our friends, our family, or ourselves. Popups. Pressure. Automated noise. We do it because we think “the data says it works,” and we assume it is normal. But if there was a real human right in front of us, we would not behave that way.
Then we land on the canary in the coal mine.
The word lead.
When you say lead generation, you are basically saying “hunt humans.” Lead nurturing becomes “process humans through automation.” Lead scoring becomes “rank humans by their value to us.” Lead qualification becomes “filter humans based on our criteria.” Converting leads becomes “extract commitment.”
Every time we use that language, we reinforce a mindset that turns people into objects.
And nobody likes that feeling.
How they do the work in the real world
This is not a conversation about throwing away tools.
It is a conversation about using tools differently and using language differently, so humans stay human.
Chris and I talk about how the “lead object” showed up in customer relationship management systems, especially around the launch of Salesforce in 1999, and how other platforms copied that narrative. But humans sold things for a long time before 1999 without turning people into leads.
So we offer language that creates better behavior:
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Signal recognition instead of lead generation.
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Relationship development instead of lead nurturing.
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Signal strength assessment instead of lead scoring.
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Fit and readiness exploration instead of lead qualification.
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Supporting decisions instead of converting leads.
For me, fit and readiness are the gold.
My process is not complicated. I want to know if we are a fit for each other, and whether the human is ready. If we are not a fit, I will point them to a better human or a better organization. And I wish more teams had the courage and the partner ecosystems to do that with integrity.
We also talk about signals that are already sitting in front of you if you slow down long enough to notice them.
Depth of engagement. Return visits. Multi-topic exploration. Time spent. Downloads without gates. Intent signals on social. Referrals without incentives. Humans are defending your approach. Humans are pulling you into relevant conversations.
And here is the part that changes the game.
When you show up transparently, humans give you more signals.
The lesson they want you to carry forward
Let me give you the story that keeps this grounded for me. I built an assessment for faith-driven leaders, and I removed the conversion point in the middle. A conversion point is a signal, yes. But it is not always the best signal. The deeper signal is the message that says, “dude, I got a 46 on humility. How was that?”
That is not surface-level.
That is a real human raising a real hand with a real question. And the amount of value I can create from that kind of signal is a completely different world than first name, last name, and email.
I also want you to lean into something that will matter more and more as the world keeps changing.
Pay attention to the signals you can only catch when you slow down.
Humans show up guarded all the time. I call it business armor. You can feel it in the first ten to twenty minutes of a conversation. Then, if you do it right, you can watch the armor come off, and the conversation turns real.
That should be your first goal.
Help them remove the armor. Because “you cannot pierce the heart or pierce the mind if they're wearing a breastplate or a helmet.”
Now, for the practical challenge, Chris and I leave you with.
Identify one signal you have been ignoring because you were too focused on manufacturing leads. Then respond in a human way. No automated sequence. No pitch. Just acknowledge the signal and offer help without requiring anything in return.
Watch and listen using the embedded media near the top. Then pick one human you can serve this week with no agenda, just value.
You do not have to start with a conversion to get to a customer.
Frequently asked questions
What does it mean to recognize signals instead of manufacturing leads?
It means noticing real behaviors that show interest or need and responding with helpful, relevant engagement instead of pressure, urgency, or manipulation.
Why is the word “lead” a problem?
Because it reduces complex humans into units to be processed, and that mindset shapes how teams talk, measure, and behave.
What is one signal I should look for right now?
Start with repeat engagement. If someone keeps returning to your content or exploring multiple topics, that is a real signal you can respond to with value.
