b'THE MARATHON SALESPERSON|21will be like a general without an army. Or better yet, he will undergo a conversion to goodnessa conversion to integrity.3Thisbringstolightanotherancientprin-ciple: No one can serve two masters. There is a biological natural law underlying this ancient principle,itrelatestotheconservationofen-ergy. You see, the compartments created in the mind of a habitual liar are in constant conflict with each other. If consciously or unconsciously we get into a habit of creating questionable deals for our clientsPonzi schemes being the most extremewe might initially experience tempo-rary benefits, but then, we will try to find justi-fication for such behavior, times are bad, our competitors are doing it too, Im looking out fornumberone,mycustomersdontreally care. This constant search for justification not only uses a lot of energy, but it also reinforces the habit; in other words, we may start believing our own false narrative. But like keeping multi-ple sets of accounting books, the energy required to maintain these constantly conflicting factions is prohibitively large in the long run. A marathon runner who neglects the importance of energy procurement and maintenance eventually hits the wall. In sales, the equivalent is a burnout.'