Most business owners don’t burn out because they work too much—they burn out because they’re working on the wrong things.

They get trapped in a grind loop, thinking that hustling harder will fix everything. But the harder they work inside the business, the slower it grows.

Burnout isn’t just about exhaustion. It’s about misallocation of energy.

Why Business Owners Get Stuck in a Grind Loop

Many small business owners start off doing everything themselves—and at first, it makes sense. They know the product, they handle sales, they manage operations. But then, the business grows, and suddenly, they’re drowning.

Here’s what happens:

1. No Systems in Place
   • Instead of documenting repeatable processes, everything stays in their head.
   • They micromanage because they haven’t built a system others can follow.
2. Not Knowing Their EHR (Effective Hourly Rate)
   • If you don’t know how much your time is worth, you don’t know what you should delegate.
   • Many owners spend €20/hr on admin tasks when they could be making €200/hr selling or coaching high-value clients.
3. Not Delegating Properly
   • Delegation doesn’t mean just dumping tasks on employees.
   • It means training someone to do it well, measuring the results, and getting out of the way.
4. Forgetting That Growth Comes From Getting Customers, Not Doing Operations
   • As a small business owner, your #1 job is to bring in customers.
   • You should know your product so well that you can train others to deliver it, while you focus on growth.
5. The More the Owner Is in Operations, the Slower the Growth
   • Every hour spent working in the business is an hour NOT spent on growth, sales, or strategy.
   • This is why many businesses stall—owners stay in the weeds instead of building the bigger picture.

How Elite Performers Avoid Burnout

Athletes don’t just train all day. They have:
✔ Structured training & recovery cycles
✔ Specialists who handle different areas (coaches, nutritionists, therapists, trainers)
✔ A long-term plan to maximize output while avoiding exhaustion

Business should be the same:
✔ Systemize and delegate low-value tasks
✔ Measure where time and energy are best spent
✔ Prioritize strategic work over reactive work

The shift is simple: Stop thinking like an employee inside your business and start thinking like the CEO.

3 Quick Questions

1. Are you spending your time on high-impact work, or just being busy?
2. How do you recharge to stay effective long-term?
3. What would happen if you removed 50% of your daily tasks?

Burnout isn’t a badge of honor, it’s a symptom of a broken system. Fix the system, and you fix the business.

I’ve had a lot of conversations with business owners about how to grow their businesses, and it’s always interesting to see what they focus on.

Some people dive straight into complex marketing strategies, yet completely ignore the basics that actually bring in leads.

The Enthusiastic Business Owner Who Lost His Leads

A while ago, I talked to a business owner who ran a bike rental business in a tourist-heavy city. At first, business was great—walk-in customers, tourists looking for a quick and fun way to explore the city, and partnerships with a few local hotels kept the rentals moving.

But after the peak season ended, reality hit: Where do the next customers come from?

At first, he was getting rentals from foot traffic and hotel referrals, but beyond that, he had no structured referral system, no lead capture, and no way to re-engage past customers.

I am not an expert in the tourism industry, but the fundamentals of lead generation are the same in every business.

• Define the ideal client. Are you targeting solo travelers, families, or corporate outings? Which group is most profitable?
• Make their experience unforgettable, so they naturally refer others.
• Think of it like a marathon race—people love reliving their best experiences. Take high-quality photos of customers riding in scenic spots and send them afterward, so they share them online. This turns them into free marketing.
• If you want a faster reach, work with local influencers or travel blogs to promote your service to the right audience.

But no matter how you approach marketing, the basics never change:

✔ Track every step of the funnel. If you don’t measure it, you can’t improve it.
✔ Have systems in place. Leads should never be lost because there was no follow-up.
✔ Start from your closest circle of influence. Work up a referral system before scaling.

Most Business Owners Ignore the Easiest Lead-Generating Actions

1. They don’t capture lead details properly.

• No CRM, no organized system—just scattered notes, lost numbers, and missed opportunities.
• Even a spreadsheet is fine, as long as it’s used, updated, and tracks the point of contact.

2. They don’t ask for referrals.

• Your friends, neighbors, and current clients are your best lead sources.
• If someone loves your service, they know someone else who would too—but you have to ask.

3. They don’t post and share their own content.

• If you’re not talking about your business, why would anyone else?
• A simple story, a case study, or a customer success story is enough to bring new interest.

4. They don’t follow up properly.

• A lead comes in, and instead of reaching out fast, they let it sit.
• Speed matters, the first business to respond usually wins.

5. They don’t track what actually works.

• If you’re not measuring how many leads convert, you’re just guessing.
• Every step in the funnel should have clear data to track its success.

“Instead of Being Smart, Be Clear”

My friend Colm always says:
“Instead of being smart, be clear.”

This is where most small business owners overcomplicate things. They think of creating some kind of massive brand identity when they should just aim for being clear on their message.

Take this IKEA ad I saw recently. It’s smart, but IKEA already has brand trust. If you saw the same ad from an unknown brand, you would maybe smile, but you would never remember the company but maybe remember to buy a bed for your kid and go to IKEA.

For most businesses, clear beats clever.

✔ Tell people exactly what you offer.
✔ Make it easy for them to contact you.
✔ Follow up.

That’s it.

Most businesses don’t need better marketing. They need better execution.

3 Quick Questions

1. Do you have a system in place to capture and follow up on leads, or are you relying on chance?
2. Are you leveraging your existing clients and network for referrals, or are you always chasing new leads?
3. Are you tracking what actually works, or just hoping that your marketing efforts pay off?

Getting leads isn’t complicated. But ignoring the basics is the biggest mistake you can make.

When I was the most focused on my ice hockey training, I knew that success wasn’t just about showing up on game day. I had to get my nutrition right, sleep well, practice my skills, train consistently, and stay away from distractions. Every game day had its own ritual that helped me feel sharp and ready to perform.

The best business owners I know operate with the same level of structure and discipline. They are intentional about their routines, how they train their minds, and how they prepare for key decisions. The future of high-level leadership will look even more like elite sports. CEOs will need to take care of their nutrition, sleep, exercise, and business training to perform at their best, just like athletes.

The best future CEOs actually focus on the same core principles as elite athletes: nutrition, sleep, training, and business development. The health of the CEO will determine the health of the company long-term.

Skill Practice: Mastery Comes From Repetition

Athletes don’t just show up and play. They practice core skills, break down their technique, and refine the smallest details. A hockey player spends hours perfecting their stickhandling (what we call “dribbla” in Swedish), timing passes, and shots. These skills don’t develop overnight; they require constant repetition and refinement.

Most CEOs rely only on experience to improve their leadership skills instead of practicing deliberately. If you want to improve your ability to lead, negotiate, or make better decisions, you need structured training.

• Rehearse important conversations the way an athlete drills game scenarios.
• Get coaching and mentorship to refine leadership and strategy.
• Track progress and review past decisions the same way an athlete studies game footage.

Steve Jobs practiced his keynotes hundreds of times before stepping on stage. He did not rely on natural talent. CEOs who take skill development as seriously as athletes will always have the advantage.

Training and Adaptation: The Best Keep Improving

In sports, what worked last season will not always work this season. Athletes evolve, change their training, and adapt to new challenges.

Great CEOs approach business the same way. They are not locked into outdated strategies. They stay ahead by constantly improving.

• They study their industry the way an athlete studies game footage.
• They refine weaknesses instead of ignoring them.
• They test new strategies, knowing that staying static is not an option.

Amazon is a great example of this mindset. Jeff Bezos built a culture of constant testing and adaptation. Businesses that fail to evolve will be overtaken by those that are always learning.

Teamwork and Leadership: Success is Built With Others

The greatest athletes are not just skilled. They elevate their team. They lead by example and create an environment where everyone performs at a higher level.

A CEO needs to do the same.

• Develop the people around you instead of trying to do everything alone.
• Build a culture of feedback and growth so the company keeps improving.
• Learn to trust and delegate rather than micromanaging every decision.

Phil Jackson, the legendary coach of the Chicago Bulls and LA Lakers, built championship teams by focusing on leadership and team dynamics. The best CEOs build companies that operate at a high level because of strong leadership, not just because of their personal effort.

Recovery: The Most Overlooked Advantage

Athletes know that recovery is as important as training. Without it, injuries happen and performance declines.

Many CEOs pride themselves on overworking. They treat exhaustion as a badge of honor. They do not realize that overwork leads to worse decisions, slower reaction times, and burnout.

• High performers treat sleep, exercise, and mental clarity as business priorities.
• Breaks and recovery are built into the schedule, not left to chance.
• Long-term performance matters more than short-term grinding.

LeBron James spends over a million dollars a year on recovery because he knows it extends his career. CEOs who take care of themselves will outlast and outperform those who burn themselves out.

The Danger of Compensation Patterns

Athletes who compensate for an injury create bigger problems in the long run. A minor knee issue ignored today can lead to a serious tear later.

The same happens in business.

• A leader avoiding difficult conversations will see their team fall apart.
• A company chasing fast revenue with no foundation will struggle long-term.
• A CEO who micromanages will become the bottleneck that holds the company back.

Short-term fixes cause long-term damage. The best leaders solve the real problems instead of covering them up with temporary solutions.

Elon Musk built Tesla by focusing on long-term vision, not short-term sales. The businesses that think ahead will always win over those that chase quick results.

The Future CEO Will Train Like an Athlete

The next generation of CEOs will not just be managers. They will be trained to perform at a high level in all areas of their lives.

• They will practice leadership skills deliberately.
• They will treat recovery as part of performance, not a luxury.
• They will focus on long-term strategies instead of quick fixes.

Athletes know that real success comes from smart training, discipline, and recovery. The CEOs of the future will operate the same way.

3 Quick Questions

1. What is one skill you should be deliberately practicing instead of hoping to improve over time?
2. Are you allowing yourself proper recovery, or are you heading toward burnout?
3. Where in your business have you been compensating instead of fixing the real issue?

This past weekend, I attended the Coaches Congress, an event packed with great speakers, insights, energy, and conversations that left me thinking: Why do some events leave us so motivated that we take action immediately?

It reminded me of something I once heard about Tony Robbins, why his events have such a profound impact on people. It is not really about the information, he’s creating an environment that triggers a massive biochemical shift in his audience.

So, I started looking into the science behind it. What happens in our bodies and brains when we attend a live event? Why do we walk away feeling transformed, inspired, and ready to take action?

Turns out, it’s not just about what you learn, it’s about what happens inside you when you step into the right room with the right people.

The Brain Chemistry of Live Events

When you attend an event and engage with new people, your brain doesn’t treat it as just another day. It shifts into a high-performance state, activating the chemicals that drive learning, motivation, and connection. Here’s what’s happening:

Dopamine: The Motivation Catalyst

Dopamine is the brain’s reward signal. It fuels motivation, learning, and engagement.

• When you meet new people and hear fresh ideas, your brain releases dopamine, making you feel alert and focused.
• It strengthens memory, which is why you remember event takeaways better than things you read online.
• It increases confidence, pushing you to take action on what you’ve learned.

This is why after a great event, you don’t just have new information, you feel like you need to do something with it.

Oxytocin: The Connection Builder

Oxytocin, often called the “bonding hormone,” is what makes social connections feel deep and meaningful.

• At in-person events, oxytocin is released when you engage in face-to-face conversations, building trust and rapport faster than digital interactions ever could.
• It lowers social anxiety, helping you feel more comfortable in a group.
• It makes people more open and collaborative, which is why partnerships and friendships often form at events.

I have gained many of my best business partners and friends from these events.

Serotonin: The Confidence Booster

Serotonin regulates mood, self-esteem, and emotional stability. Events naturally increase serotonin levels because they provide:

• A sense of belonging—when you’re surrounded by ambitious, like-minded people, you feel validated and encouraged.
• A recognition of progress—hearing from speakers or peers who have succeeded reminds you that growth is possible.
• A reinforcement of identity—attending events makes you feel like you’re actively investing in your future.

The result? You leave feeling clearer about your direction and more confident in your ability to achieve your goals.

How Social Mimicry Shapes Your Success

Beyond chemistry, there’s another reason events are powerful: we mirror the behaviors of those around us.

• When we see someone speak with confidence, our brains activate mirror neurons, making us subconsciously adjust our posture, tone, and communication style.
• When we observe successful people’s habits, we internalize those behaviors, making them easier to adopt in our own lives.
• When we hear someone articulate a complex idea, we unconsciously refine our own thinking and improve how we communicate.

This is why spending time around high achievers accelerates growth. We don’t just learn from what they say, we actually start to behave like them.

Why We Need to Put Ourselves in These Rooms

After attending the Coaches Congress, Two-Brain Summit and other events, I realized how important it is to put yourself in these environments regularly. We don’t grow just by consuming content online. We grow by experiencing new perspectives in real time.

• If you feel stuck, get around people who are further ahead than you.
• If you’re lacking motivation, put yourself in an energized room where people are taking action.
• If you want to level up, be around those who think bigger than you.

3 Quick Questions

1. When was the last time you attended an event that shifted your mindset?
2. Who are the people you need to spend more time around to elevate your thinking?
3. How can you create more opportunities to immerse yourself in high-performance environments?

Here are some events to go to:
http://twobrainsummit.com

http://coachescongress.com

Feel free to connect with me on instagram here:

http://instagram.com/rickardlong/

One of the greatest failures of modern education is that it never taught us how to set goals. Schools teach us math, history, and science, but the very skill that could help us build a meaningful and successful “life goal setting” is nowhere to be found in the curriculum.

Psychologist and professor Jordan Peterson understood this gap deeply. Through his research and teaching, he demonstrated just how transformative setting goals can be for creating momentum and shaping the life we want to live.

The Experiment That Shocked Everyone

In one of his university experiments, Peterson conducted a simple yet powerful exercise. During a 90-minute lecture, he asked students to think deeply about their future, to set goals for themselves, and to map out a path to achieve them.

The results were astonishing. Students who participated in the exercise experienced dramatic improvements. The dropout rate for those students fell significantly—Peterson has shared online that dropouts were reduced by over 30%. Even more remarkable was the impact on male students with a foreign background, who saw some of the most profound gains in academic performance and personal motivation.

This experiment highlights something that should be obvious: setting goals gives people purpose, direction, and resilience.

Why People Avoid Setting Goals

As a coach and mentor, I see this hesitation all the time. People resist setting goals, especially ambitious ones. The excuses are almost always the same:

• “I don’t like to pressure myself.”
• “I’ve always just done things this way.”
• “I’m afraid I’ll fail.”

But let me tell you this: not setting goals might feel easier in the moment, but it’s a trap. Without goals, you have no clear plan. You can’t fail because there’s nothing to achieve, but you also can’t succeed. You’re stuck.

Success isn’t about reaching a destination. It’s about the journey, the effort, and the growth you experience while working toward something meaningful. Goals aren’t just about the outcome—they’re about the person you become along the way.

Why Goals Create Fulfillment

When you set a goal, you give yourself a challenge. Challenges push you to grow, to develop skills, and to overcome obstacles. That’s where real fulfillment comes from—not from sitting still but from striving, learning, and achieving.

Think about it this way: Imagine a soccer game with no goalposts. You’re just kicking the ball around aimlessly. Sure, it’s fun for a while, but eventually, it feels pointless. Goals give life structure, purpose, and direction.

Let’s Set Goals Together

Here’s a simple exercise to get you started.

1. Think about your best friend. Where would you like to see your friend in five years? Imagine him or her happy, fulfilled, and thriving.
2. What steps could he/she take today? What small actions would move them closer to that future?
3. Why is this important? What makes this vision meaningful for your friend?

Now here’s the twist: that best friend is your future self.

Start thinking about yourself the way you think about someone you deeply care about. Encourage yourself when you’re struggling. Celebrate your wins. Push yourself to grow because you deserve the best version of yourself.

3 Quick Questions

1. When was the last time you set a clear, ambitious goal for yourself?
2. What small steps could you take today to move closer to your ideal future?
3. How do you celebrate your wins and support yourself when things get tough?

If you found this helpful, please make sure to contact me over instagram @rickardlong

I hear it all the time from service providers: “We don’t run ads,” or “We don’t post on social media because we’re already doing so well.” They’re full, their schedule is packed, and they think that’s enough. But here’s the question I’d ask them: Do you think Nike stops advertising because they sold 100 shoes?

Of course not. Nike doesn’t stop at what’s working, they double down. They figure out how to sell 150 shoes, then 200, and then 1,000. They don’t stop communicating because there’s a bigger opportunity beyond just filling their shelves. And guess what? The same applies to your business.

Why Over Demand is a Good Thing

Imagine a line of people outside your door, waiting for what you have to offer. That’s where marketing comes in. Marketing should be simply showing the world your results, it creates demand and when demand exceeds supply, it changes the game for your business.

Look at something like Taylor Swift concert tickets. What happens when they sell out? Prices skyrocket on the second-hand market. The value of those tickets goes up simply because the demand is greater than the supply.

When your service has over demand, you’re in control. You can raise your prices. You can create exclusivity. You can decide if you want to expand or stick with a premium, high-demand model. But none of that happens if you stop putting yourself out there.

The Real Reason Many Businesses Aren’t Marketing

Here’s the truth: Most service providers who aren’t running ads or posting on social media aren’t doing it because they’re “so full.” They’re not marketing because they’re busy. They’re stuck in the day-to-day operations of their business, doing things they shouldn’t be doing.

When you’re operating at capacity, your focus shouldn’t just be on the operations, it should shift to marketing. Why? Because if things are “going so well,” that’s exactly the time to amplify it. Build the audience. Create the demand. Set yourself up for long-term growth.

What Happens When You Market While You’re Full

If your service is already in high demand, marketing doesn’t just fill your calendar, it creates leverage.

• You can raise your prices. When demand grows, so does the perceived value of what you offer.
• You gain flexibility. With more people waiting for your service, you can decide whether to expand or maintain exclusivity.
• You future-proof your business. Being full now doesn’t guarantee being full in six months. Marketing ensures you’re always building for what’s next.

Think of it as planting seeds. Even when your garden is thriving, you don’t stop planting for the next season.

The Bottom Line

If you’re not marketing because you’re “too full,” ask yourself: Is it really because you’ve maxed out your capacity? Or is it because you’re too busy with the operations to focus on growth?

Marketing isn’t just for when business is slow. It’s what makes sure you’re never in that position to begin with. Whether it’s running ads, posting on social media, or simply sharing what you do, the goal is to create a line of people who can’t wait to work with you. That’s where the magic happens.

3 Quick Questions

1. Are you building demand even when your schedule is full?
2. How could marketing allow you to raise your prices or grow your reach?
3. If you’re not marketing, is it because you’re too busy—or because you don’t see the bigger opportunity?

When it comes to gyms, people often assume they’re all in the same business: helping people get fit.

But the reality is, they are two different businesses. It is like comparing being able to google tax laws and having a lawyer when going to court. Which would most likely give you a better outcome?

The biggest difference between big gyms and smaller spaces like microgyms or personal training studios isn’t just their size, it’s their business model, the science and their purpose.

Big gyms focus on marketing and sales. Microgyms focus on science and results. While both are labeled as “fitness,” they operate in completely different industries.

Big Gyms: Selling Access and Scale

Big gyms are built for scalability. Their business model is simple and effective: sell access to as many people as possible. This approach is easy to market, easy to sell, and highly scalable, which is why franchises thrive in this space. There is a massive demand and pain on the market for fitness and this model scratches the hope and dreams of people to think they are solving their problem.

The catch? Big gyms don’t need to invest in creating results for their members, just mimic the attempt of doing it. Memberships are sold based on the idea that clients will get motivated by the “new thing” and then if they figure it out themselves it really does not matter. For some (about 4%), that’s fine, but for most (96%), it leads to frustration and eventual drop-off.

Many franchises that attempt to copy the results-driven model and charge a higher ticket of microgyms struggle because they don’t shift their focus. They may market themselves differently, but at their core, they’re still just selling access without delivering outcomes.

Microgyms: Delivering Results Like Professionals

Most microgyms and personal training studios operate completely differently. Instead of focusing on access, they focus on the results clients achieve. Or at least they should if they want to grow.

What makes microgyms stand out is their application of science to their programs. They’re constantly evolving, using research and data to refine their methods and improve outcomes. It’s like running a lab, systems are tested, adjusted, and optimized to deliver the best possible results for clients.

In this model, the priority is to see people get meaningful progress and multiply this on future clients.

Two Completely Different Business Models

Despite both being labeled as gyms, big gyms and microgyms couldn’t be more different in how they operate:

1. Big Gym (Access-Based)
   • Business model: Built for scale, focused on volume.
   • Core offering: Access to equipment and facilities.
   • Member responsibility: Results depend entirely on the individual’s effort and knowledge.
2. Microgym (Results-Based)
   • Business model: Built to deliver consistent outcomes.
   • Core offering: Personalized coaching, accountability, and measurable progress.
   • Shared responsibility: The gym and client work together to achieve results.

Big gyms thrive on marketing and scale, while microgyms thrive on trust and results.

Microgyms as Laboratories of Progress

One of the greatest strengths of microgyms is their adaptability. They don’t rely on outdated methods or assumptions. Instead, they evolve like a lab, always refining their systems based on science and feedback.

For example:

• If new research points to better ways to build strength or reduce injury risk, microgyms adjust.
• If client feedback highlights challenges, solutions are implemented to address them.

This adaptability ensures that clients not only make progress but stay engaged and committed long-term.

Don’t Be In The Middle

I see one of the hardest places to be for a gym is to be in the middle. It is not clear if you are selling access or if you are delivering outcomes.

Offering “HIIT” or “Boxing fitness” can be great but is it clear for the customer what the difference in outcome is? Is it even clear for you?

Being in the middle is hard because you need to charge more but you have no proof to be better just because you are smaller. Clients will quickly compare you with any other gym as any other commodity in the market. If you want to be able what you are worth you need to know your position.

Positioning and Association

The difference between big gyms and microgyms goes deeper and really it would be best for both to be branded as two different things.

Why this matters is because it helps the clients to differentiate and make better informed decisions. This is where brands help to direct the client to a better option.

In my opinion there is a big need for professional microgyms to educate the audience, because nobody else will do it. It has to be as clear for a client as between choosing McDonald’s over the best Italian Restaurant in town. Right now, the big gym chains benefit from this confusion and microgyms will continue to suffer under being compared to low priced access gyms.

3 Quick Questions

1. Is your gym built to scale or to deliver measurable progress?
2. Does your gym clearly communicate its positioning?
3. What’s more important to you: more members or better outcomes?

If you’re trying to grow a business, it’s easy to get caught up in the idea that you need a big marketing budget or a fancy strategy. But some of the best growth stories don’t come from gimmicks, they come from focusing on the right things. CrossFit is a perfect example of this.

CrossFit grew from a small, niche program to a global phenomenon, not because they spent millions on ads, but because they understood what really mattered. They had a great product, focused on the people using it, and built something people wanted to be part of.

Here’s a blueprint for growth inspired by their success.

1. Start With a Product That Works

Nothing grows if your product doesn’t deliver. CrossFit took off because the workouts worked. They were simple, adaptable, and got results. It didn’t matter if you were a top-level athlete or someone who hadn’t worked out in years, there was a way to start, and there was a path to improve.

The first question to ask yourself is: Does my product or service actually solve a problem for people? If it doesn’t, growth isn’t going to happen.

2. Let Your Customers Tell the Story

CrossFit didn’t promote itself. It promoted the people doing it. Instead of focusing on the brand, they told the stories of the people who showed up every day, worked hard, and transformed their lives.

They didn’t just highlight the elite athletes. They told stories about the single mom who found time to get stronger, the retiree who wanted to stay active, and the person who went from struggling with basic movements to hitting their first pull-up.

When you focus on your customers’ success, others see themselves in those stories. They think, “If they can do it, maybe I can too.”

3. Build Something Bigger Than a Transaction

Many think growth happens if you mystically triple your sales, but real growth only comes when your customers keep coming back. They stick around because they feel connected to your product, your service, or your brand.

CrossFit didn’t grow because people wanted to work out. It grew because people felt they belonged to something bigger. Each gym became a place where members supported one another, pushed each other, and celebrated milestones together.

If you want to grow, you need to give your customers something they can connect with. It could be a community, a shared mission, or even just the sense that they’re part of a journey with you.

4. Keep It Real

CrossFit’s early content wasn’t polished or flashy. It was raw, real, and relatable. That’s what made it work. People didn’t see a corporate marketing campaign they saw other people, just like them, achieving things they didn’t think were possible.

Don’t try to be perfect. Share the real stories behind your business. Show the process, the challenges, and the wins. Authenticity isn’t a buzzword, it’s what builds trust.

5. Show the Progress, Not Just the Result

One of the smartest things CrossFit did was highlight progress. Showing someone at their peak performance is great, but it is more effective to show how they got there.

For example, they’d show someone struggling with their first day opening a gym and then succeeding months later. That journey made the results feel achievable and inspired others to start.

If you’re trying to grow your business, focus on showing the steps people take to get results with your product or service. Progress is what motivates people to believe it’s possible for them, too.

6. Make Your Customers Your Advocates

CrossFit didn’t grow because of traditional advertising. It grew because the people doing it loved it so much that they couldn’t stop talking about it. They told their friends, shared their progress, and brought others along for the ride.

If you focus on creating results and delivering value, your customers will naturally become your advocates. Word of mouth isn’t just free, it’s the most powerful form of growth you can have.

7. Growth Comes From Impact

CrossFit didn’t set out to become a global brand. It set out to make fitness measurable, repeatable and testable. Growth happened because it made a simple formula to define what fitness was. And what you measure can also be improved which then lead to results of the clients.

If you’re trying to grow, start by asking yourself this: How can I create the biggest impact for the people I’m serving? Focus on that, and growth will follow.

3 Quick Questions

What steps can you take today to build a stronger connection with your audience?

Is your product or service solving a real problem for your customers?

How can you use your customers’ stories to inspire others?

After more than 2,000 consultations, I’ve come to understand that sales is about building trust, solving problems, and ultimately, helping people. Sales is not “closing” prospects.

For a salesperson honing his craft or a business owner trying to grow, sales is a skill that can transform your career, your business, and even your relationships.

Here’s what I’ve learned that I believe will help you, no matter where you are in your sales journey.

1. People Don’t Always Know What They Need

One of the most important lessons I’ve learned is that clients don’t always know what they need, or even what they want. This is where a great salesperson becomes more than just a salesperson; they become a coach.

Henry Ford famously said, “If I had asked people what they wanted, they would have said faster horses.” People couldn’t imagine something like the car because they were focused on improving what they already knew. Similarly, Steve Jobs didn’t ask people if they wanted a computer with a screen or a mouse, he showed them what was possible.

In sales, your job is to help people see beyond their immediate perspective. Many of my clients come in thinking they need to “lose a bit of weight” or “get a little fitter,” but they don’t realize what they truly need is to transform their habits, eliminate chronic pain, and build strength that will serve them for life. They come with a problem they can identify, but it’s up to me to guide them to the solution they didn’t even know was possible.

By listening deeply and understanding what truly drives them, you can help clients get better results faster. And when they achieve outcomes they didn’t even know were possible, they’ll not only feel grateful, they’ll become your biggest advocates.

2. Sales is a Skill…You Need to Practice It!

Like playing the piano or lifting weights, sales requires consistent practice. You don’t start with the hardest tasks or the biggest deals on day one. Just like a beginner pianist starts with simple pieces or a lifter begins with lighter weights, you build your sales ability over time.

Sales has many components that require mastery:

• Understanding clients and their motivations.
• Understanding your product and how it delivers value.
• Anticipating how your product impacts more than just the immediate client. I can be downstream effects on other customers, your staff, or your business operations.

If you have a team, it’s critical to create opportunities for them to practice sales as well. Sales isn’t just for “salespeople.” It’s a transferable skill that applies across every department and industry. A great HR person, for instance, uses sales skills to connect with candidates and communicate company values. Similarly, in finance or procurement, strong sales skills can lead to better long-term outcomes for contracts, budgets, and partnerships.

The more you practice, the more leverage you create. With experience, you’ll be able to build trust faster, communicate more effectively, and deliver results with less effort. And over time, you’ll find yourself becoming a leader, someone others look up to because you’ve mastered the art of understanding and helping people.

3. Active Listening is Your Best Sales Tool

The best salespeople don’t talk the most, they listen the best. When you ask the right questions and really hear what your client is saying, you build trust and uncover the insights you need to help them.

Every consultation should be about them, not you. What are their goals? What’s holding them back? What’s their vision of success? When you listen, you show them that their needs come first, which is the foundation of any successful sale.

4. Clarity Beats Pressure Every Time

If a client doesn’t move forward, it’s often because they don’t fully understand the value or the process. A confused mind always says no.

I’ve found that breaking things down into simple, actionable steps is key. For example, in consultations, I make it crystal clear what the first 12 weeks will look like, what results they can expect, and how we’ll help them achieve those results. This removes uncertainty and gives them confidence.

5. Objections Are Opportunities

Objections aren’t the end of the conversation, they’re just the beginning of a deeper one. When someone raises an objection, they’re giving you a chance to address their concerns and provide more clarity.

For example, when a client says, “I don’t have the time,” I explore what’s really behind that. Often, it’s about priorities or feeling overwhelmed. By showing how my program fits into their life, I can help them see a solution instead of a roadblock.

6. Sales is About Long-Term Wins

Sales is about building lasting relationships and trust. Every consultation, every follow-up, and every small interaction adds up over time.

This long-term perspective applies to every industry and role. Whether you’re negotiating contracts in procurement or managing budgets in finance, the principles are the same. Great sales skills lead to solutions that benefit everyone involved, creating long-term wins for both you and your clients.

Over time, this approach compounds. As you gain trust, proof, and confidence, you’ll also gain leverage. You’ll get more deals, move them faster, inspire others, and create a ripple effect of success throughout your team or business.

My Challenge to You – THE TRICKS!

If you’re looking to improve, ask yourself:

• Are you listening more than you’re talking? – Record yourself if you are uncertain!
• Are you helping clients see what they truly need, not just what they think they want?
• Are you building long-term wins, not just short-term results? Look at your 5 last clients!

The beauty of sales is that it’s a skill anyone can learn. And when you master it, you unlock opportunities that extend far beyond the sales floor.

In many organizations, a common issue is a lack of alignment. Teams feel disconnected, staff members pull in different directions, and communication breaks down. It often feels like no one is truly on the same page. These problems aren’t just accidental, they stem from leadership. And leadership, in my experience, always comes down to values.

Leadership Starts with Daily Actions

Values aren’t just lofty words in a mission statement. They’re what leaders do every single day. Leadership is visible in the small actions: Are you approachable? Are you communicating consistently? Are you prioritizing what matters? Your habits as a leader set the tone for the entire team.

I’ve learned this the hard way. My biggest challenges as a leader have been when I failed to communicate clearly or didn’t act on issues quickly enough. These gaps sent the wrong signals to my team about what was important. Leadership trickles down, and if your actions aren’t aligned with your values, it’s impossible to expect the team to follow suit.

For larger teams, this extends to the management level. Your leadership team must not only align with the values but also live them daily. Leadership is only effective if it’s consistent across every layer of the organization.

The Vision Doesn’t Have to Be Complicated

One mistake many leaders make is overcomplicating their vision and mission. You don’t need an elaborate or abstract statement to lead effectively. Instead, focus on something clear and actionable that drives your team. A good vision gives direction, but it also needs to feel achievable.

Think of leadership like sailing across the ocean. If you’re the captain, it’s not enough to simply say, “We’re going to the other side.” Your team needs milestones: “We’ve crossed 25% of the ocean” or “We’ve passed this island, and here’s what’s next.” These progress markers give people a sense of security and purpose, showing that you’re moving forward together.

Ask What Drives Your Team

Leadership isn’t just about the vision of the organization, it’s also about understanding the motivations of each person on your team. I remember consulting with a company where I asked the management team, “Why don’t you just ask your staff what they really want in life?” They hesitated because they were scared of the answers.

But I don’t think you should fear these conversations. Asking your team what their deep goals are can uncover simple but powerful truths. Maybe someone wants to be home for dinner every night. Maybe someone dreams of traveling more or learning a new skill. Once you know these goals, you can align the company’s objectives with theirs. If there’s a mismatch, it’s better to address it early than let it fester for months or years.

When your team feels like their personal goals are connected to the organization’s vision, you create buy-in. And when you break that vision down into daily and weekly actions, you make progress tangible and motivating.

Three Questions for Reflection

1. What values are you living out daily, and how do they align with the culture you want to create?
2. When was the last time you asked your team members about their personal goals, and how are you helping them achieve those goals?
3. Does your vision feel achievable and actionable to your team? What daily or weekly milestones can you use to track progress?