Ran two experiments trying to find better weights for the outreach-order score — a permutation test on our own signals, and a 1536-dim embedding of company sites — both landed at chance (AUC 0.39, p≈0.8). Turns out public site text just doesn’t say whether a company is buying planning software; that’s a ceiling in the source, not something more features would fix, so scoring got replaced with an order read straight off the client’s own ICP document instead of invented weights. Then reading five actual weekly cards by hand caught two things neither experiment did: a solar-panel subsidy misfiled as “scaling up production,” and the #1 company on the list whose own grant description said “we’re buying a complete information system” — already a lost lead, not a hot one. Fixed the classifier — it was only reading project titles, never descriptions — and one signal class jumped from 214 to 1014 matches, 415 of which used to be pitched as reasons to call. Two rigorous measurements found nothing; two hours of eyeballing cards found the bugs sitting at the top of the list.