In this conversation, Chris Orlob discusses the critical distinction between ROI as a justification for demand rather than a creator of it. He emphasizes that while ROI can validate a purchase decision, it does not generate the initial desire or need for a product or service. The discussion highlights the importance of creating demand through understanding customer pain points and building urgency, rather than relying solely on ROI metrics. Orlob provides actionable insights for sales professionals on how to effectively uncover and amplify demand, ultimately leading to more successful sales outcomes.