This podcast episode is about creating urgency in B2B prospects when urgency for a service or product doesn't naturally exist. The episode explains that in B2B, not all prospects are eager to take action, and it may take a while for prospects to recognize they have a problem. The episode suggests that instead of targeting the 3% of prospects who are urgently looking to take action, it is more effective to focus on the 3-15% of prospects who are open and receptive to information. The episode also explains that it is important to build a personal brand and create a problem for the prospect if they don't perceive one. The episode provides tips on how to create a problem and move prospects from the receptive stage to the urgent stage by building relationships and gaining trust.