Do what it takes to build a business—brainstorm, research, collaborate, audit, adapt, and repeat the cycle as many times as possible. They form the core of your eventual long-term success, right now.
The term “uncertainty” grabbed attention during the pandemic. It found a spot, especially in the organizational discourse. Leaders across the globe were strategizing to make their business immune to the affected supply chains, geographical turmoil, and loss of connectivity.
The answers to questions like “Is our solution a product-market fit?” “Is our service even essential?” “Does the customer have the willingness to pay a higher price despite the availability of a cheaper alternative?” cannot be an afterthought.
The moment this mindset is embraced, your relationship with people will begin to change.
As they say, “If you have to go fast, go alone. If you have to go far, go together.”
Conventionally, leaders are considered people who are supposed to know all the answers. They have to maintain an aura that they have it all figured out at all times. This notion has existed for decades and puts immense pressure on leaders to continue the tradition.
Leaders want to be the reliable and inspirational go-to person for the people. But it’s also inspirational to let people see that we are all human and we don’t always have to have all the answers. With a shared purpose, the team and you can figure it out together.
Give two sales reps the same AI tools. One uses them to write emails faster. The other builds a negotiation copilot, pressure-tests deal strategy, and finds ways to learn from every customer conversation. Same technology. Very different results.
We need the right guardrails, but we also need to let people experiment. Some of the best ideas will come from reps solving problems their managers haven't thought to ask about yet. The technology is only part of the equation.
The opportunity is enormous, but the business case still needs to work in practice. The companies that connect the promise to real customer outcomes will have something far more durable than a compelling pitch: trust.
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There's a big difference between selling what AI could do and proving what it does for a customer. When an entire industry is betting on a future, the story can become incredibly persuasive. Adoption starts to feel urgent, and asking hard questions can look like falling behind.
I'd argue those questions are exactly what businesses need to ask. In commercial leadership, I've learned that a customer saying yes is only part of the job. The value has to show up after the deal closes. AI is no different.
But if the customer doesn't get the outcome they bought into, we haven't done the whole job. I explore this idea in my newsletter, including why trust is commercial infrastructure.
After more than 2 decades in sales, I've come to think about selling differently. The best sales conversations start with understanding what a customer is trying to change & why it matters. Then comes the question: can we help? Sometimes, the answer is no. https://t.co/9QwnwNOiVL
Where we can really make a difference is helping people cut through the noise, work through a complex decision, and get clear on the outcome they want. For me, that's what selling is about: helping people move toward a better outcome. The deal matters, of course.