In enterprise tech sales, we have been conditioned to believe that suffering on the road is just part of carrying the bag. We measure our success by how much exhaustion we can endure. But there is a massive difference between a trip that makes you busy and a trip that generates revenue.

The biggest lie in corporate travel is the map view.

When you are booking a trip, the instinct is to type the client’s HQ address into the search bar and book the hotel closest to the pin. It feels like the smart, efficient move. You think, “I’ll save 15 minutes on the morning Uber.”

This is what I call The Proximity Trap.