It wasn’t tough talk, hard labor, or physicality that made who I am today. It was what I witnessed; it was what I saw. It was the drive, the refusal to quit, the perseverance and willingness to endure difficulty, the example of standing on your own two feet against the world that made me who I am.

Thank you, Dad.

Say Less. is a reader-supported publication. To receive new posts and support my work, consider becoming a free or paid subscriber.

There is A LOT of talk about A.I. replacing human tasks and ultimately jobs.

Rightly so; it’s a reality people face every day.

Just last week, Microsoft announced 4800 layoffs. What I’ve seen in my 25 years in business and technology is that once a larger domino falls, it opens up the floodgates for others to follow suit.

That’s the unfortunate bad news.

Here’s the good news: if you're in sales, you have the same opportunity you’ve always had, even though the landscape is changing.

There might not be as many opportunities, but those who develop the 5 skills in this short video will not only find themselves employed, but they will thrive in this new era of A.I. in sales.

I thought I’d share a little bit of ours.

28 years ago, we went on a honeymoon that was less than ideal. It was not like a scene from a movie.

Jorge, that was the little boy my wife befriended who was trying to sell us Chicklettes. We still have a picture of that little boy who is now knocking on 40… wow.

It’s funny the things you remember.

Aside from meeting Jorge, it was a bit of a disaster.

Spoiler alert, we made it through. It wasn’t our first time facing turbulent waters; it’s how our relationship started. That story is for another day. Today I think you ALL need to hear the story about the ‘Honeymoon’; it’s a little bit of a love story and a LOTTA bit of business and life advice.

I sincerely hope this story hits some of you REALLY DEEP, your future depends on it.

Say Less. is a reader-supported publication. To receive new posts and support my work, consider becoming a free or paid subscriber.

People are taking jars of pineapple spears, dumping Kool-Aid powder into them, letting them soak, and selling them out of coolers, trunks, and folding tables.

The videos are everywhere. Somebody pulls up in a parking lot. Somebody has a handwritten sign. Somebody is taking Cash App, Zelle, Apple Pay, and whatever else gets the money from your pocket to theirs. The jars are stacked up. The colors are bright. The customers are lined up. The seller is usually loud, Southern, unpolished, animated, and unapologetic.

Say Less. is a reader-supported publication. To receive new posts and support my work, consider becoming a free or paid subscriber.

A lot of them look like me.

And then come the comments.

People laughing at the idea. Laughing at the seller. Laughing at the customers. Laughing at the accents, the presentation, the hustle, the whole scene.

The internet turns it into entertainment. Another viral moment. Another thing to clown. Another opportunity for people who have never sold anything in their lives to make jokes about someone out there trying to make money.

And while the world is laughing, I’m not.

I don’t think it’s funny. I think it’s courageous. I think it’s entrepreneurial. I think it’s somebody looking at what they have, where they are, what they know, and deciding, “I can make something happen with this.”

That’s not a joke to me. That’s the beginning of something.

Around 1983, my family took a trip to Las Vegas. While we were there, people were performing with these little monkey puppets. I don’t remember all the details, but I remember my dad seeing it. When we got home, he went to work creating his own version of those monkey puppets to sell.

Now imagine social media existed back then. Imagine somebody filming my dad trying to figure out how to make and sell monkey puppets after a family trip to Vegas. Would the comments have been kind?

Probably not.

In the 80s, people didn’t have digital photography. They kept their pictures in photo albums. My mom and dad came up with an idea to create photo albums covered in fabric with music boxes built inside of them. Would that have gone viral? Maybe. Would people have understood it? Maybe not. Would they have laughed? Probably.

In 1985, my parents had an idea to start a Black hair care supply store and salon in Utah, where Black people were less than one percent of the population.

Read that again.

Black hair care. Utah. 1985. Less than one percent Black population.

On paper, that probably sounds crazy. To some people, maybe even stupid. To my parents, it was an opportunity.

Was every venture successful financially? No. But every single one was successful in a way that mattered because they showed me what it looked like to bet on yourself.

They showed me that ideas don’t have to make sense to everybody. They showed me that courage usually looks strange to people who don’t have any. They showed me that the person willing to try will always look ridiculous to the person committed to staying comfortable.

And that is the part people miss when they’re laughing at someone selling Kool-Aid pineapples out of a trunk.

They’re not just selling pineapples. They’re learning customer demand. They’re learning pricing. They’re learning inventory. They’re learning presentation. They’re learning marketing. They’re learning word of mouth. They’re learning how to hear no, how to handle judgment, how to serve a customer, and how to come back the next day anyway.

Some of y’all paid a fortune for business school and still don’t have the courage to sell a $10 jar of pineapples to a stranger. That’s not an insult. That’s a mirror.

Because most people are terrified of looking stupid. They are terrified of failing publicly. They are terrified of what somebody might say. So they sit still. They hide behind comfort. They hide behind titles. They hide behind jobs they think are secure. They hide behind opinions.

Then they throw rocks at people who are actually in motion.

There is nothing funny about a person having the courage to try. What’s comical is the person hiding behind a thin veil of security they think they have, disparaging someone who has the courage to do something they don’t.

My parents’ example planted seeds in me I didn’t understand at the time. Without watching them try, I don’t know if I become the man you’re reading today.

I don’t know if I start my first business at 25. I don’t know if I employ hundreds of people. I don’t know if I educate, train, coach, and inspire people around the world. I don’t know if I build a life through entrepreneurship that allowed me to take care of my family and educate my children debt-free. I don’t know if I become one of the most respected and influential voices in technology sales.

People have called me inspirational, motivational, and influential. Maybe that’s true. But if it is, a lot of that started long before me.

It started with two parents who had the courage to try things other people may not have understood. Monkey puppets. Music box photo albums. A Black hair care store in Utah.

Those were not just business ideas. They were lessons. They were examples. They were permission.

Permission to believe I could build something. Permission to try before I had everything figured out. Permission to look crazy to people who were never going to understand the vision anyway.

So when I see someone selling Kool-Aid pineapples out of a trunk, I don’t see a punchline. I see somebody in motion. I see somebody testing the market. I see somebody creating demand. I see somebody refusing to wait for permission.

I see somebody who may be planting a seed in a child watching from the backseat, in a niece helping pack the jars, in a nephew holding the cooler, in a neighbor who needed to see somebody try.

That seed matters.

You never know what grows from courage.

So the next time you see someone chasing a dream that looks crazy to you, maybe pause before you laugh. Maybe ask yourself what you’re really laughing at.

Are you laughing because the idea is ridiculous? Or are you laughing because their courage makes you uncomfortable?

Because whether it’s Kool-Aid pineapples, monkey puppets, handmade photo albums, Black hair care products in Utah, or technology sales training, the principle is the same.

Having the courage to bet on yourself is never failure.

That’s what success looks like.

Are you ready?

Structure, frameworks, and an operating system. 30% off with code SUBSTACK

Use Code SHITTY for 50% off

Say Less. is a reader-supported publication. To receive new posts and support my work, consider becoming a free or paid subscriber.

Two identical businesses in the same industry each have $ 1 million in annual revenue. One sells for a 3x multiple, and the other for a 10x multiple.

What’s the difference?

That’s what we’re answering in this webinar.

The Tool

They have a clarity problem.

If your business only works when you are touching every deal, every customer, every process, and every decision, you don’t have a scalable business.

You have a job with better branding.

Frameworks. Structure. Operating systems.

That’s how you build something worth keeping, scaling, or someday selling.

The Valuation Tool

Register For The Next Webinar

Let’s keep it all the way 100. As a child, that was not meant to be a compliment. It was not a flex. It was something people said like it was supposed to embarrass me.

And honestly, the reason I was probably called that is because I was more connected to the traits people mistakenly label as feminine. Sympathy. Emotion. Passion. Empathy. Sensitivity.

People correlated those traits with weakness, as though having access to your emotions somehow made you less prepared to succeed in a male-dominated world.

Well, let me skip to the end of the story.

They were wrong.

Not only were they wrong, those traits are a huge part of the success you see in me today. My ability to connect with people, understand people, listen, care, lead, teach, sell, serve, and build relationships all came from the same qualities some people tried to make me feel small for having.

And in no small part, I have my mother to thank for that.

She recognized those things in me. She nurtured them. She taught me that strength was not about pretending not to feel. Strength was not about being loud, cold, detached, or dominant.

Real strength is character.

Real strength is empathy.

Real strength is having enough emotional discipline to care deeply without being controlled by your emotions.

We are living in strange times right now. There is this loud push, often led by young and inexperienced men, to embrace some exaggerated version of hyper-masculinity. To me, much of it is rooted in insecurity and a crisis of identity.

They are promoting and exaggerating certain masculine traits while trying to eliminate anything they view as feminine. The result is not strength. It is narcissism. It is deeper insecurity. It is a superficial sense of power and wealth built largely on things that are ultimately fleeting.

I reject that ideology.

And today, as we honor our mothers, I think we should pause and ask a deeper question.

Are we only honoring them with flowers, brunch, cards, and social media posts?

Or are we honoring them with how we live?

Because everyone has a mother. And whether your relationship with your mother is beautiful, complicated, painful, distant, or somewhere in between, the idea of motherhood still forces us to reflect on what it means to nurture, sacrifice, protect, love, teach, and build.

For me, honoring my mother means continuing my commitment to empathy, strength of character, self-development, and impact.

It means conducting myself in a way that would make her proud.

Not just today.

In business.

In relationships.

In how I treat people.

In how I lead.

In how I respond when things get hard.

In how I use whatever influence I have in this world.

The older I get, the more I realize that many of the qualities people once tried to label as weaknesses are actually the source of my strength.

I am strong because I care.

I am strong because I feel.

I am strong because I listen.

I am strong because I was taught that impact matters more than image.

So today, honor your mother through celebration.

But more importantly, honor her with your actions and the character you display year-round.

Ask yourself this one thing:

Are you living, leading, loving, and doing business in a way that would make your mother proud?

Say Less. Sell More. is a reader-supported publication. To receive new posts and support my work, consider becoming a free or paid subscriber.

Everybody loves talking about relationships when things are good.

The customer is happy. The invoice got paid. The work went smoothly. Everybody is smiling, shaking hands, posting pictures, and acting like the relationship is strong.

That’s cute.

Real relationships are not built when everything is easy. Real relationships are built when there is friction. When something goes wrong. When somebody is frustrated. When there is disappointment, pressure, confusion, or pain. That is true in life, and it is damn sure true in business.

I’ve been married for 28 years. Let me give you a little relationship advice from Ronnell’s two cents. I didn’t know my wife and I were compatible because we never argued. I knew we were compatible because after we had disagreements, we could come back together, work through it, and get stronger.

That is the part people miss. The best relationships in your life have probably gone through some kind of trial by fire. There was a moment when things got uncomfortable and both people had to decide if the relationship was worth the work.

Business is no different.

So why do so many people run from customer problems? Why do they avoid the phone call? Why do they let the email sit there? Why do they hope the customer calms down before they have to deal with them?

Not you, of course.

Everybody else.

The truth is, most people don’t avoid customer problems because they don’t care. They avoid them because problems create emotion, and emotion makes people uncomfortable. The customer is frustrated. The business owner is defensive. The salesperson is embarrassed. The account manager is scared. Everybody is feeling something, so nobody wants to lead.

That is the mistake.

Customer problems are not just problems. They are opportunities to prove who you are.

Recently, I had an issue with a guy who has been doing custom work on my vehicles for almost 20 years. He’s always done great work. Fair exchange. I pay him. He takes care of me. No drama.

Then we had a problem.

One of his guys made a mistake, and that mistake led to about $1,400 worth of damage. That sucks. Nobody wants that call. I didn’t want to make it. He didn’t want to receive it. Your customer doesn’t want the problem either. That is the first thing businesses need to understand. Your customer is not excited to complain. They didn’t wake up hoping their day would get interrupted by a problem you created.

So I called him.

His response?

“I got you. I’m going to take care of it.”

And he did.

Now, that $1,400 was real money. This guy had recently gone out fully on his own. That kind of mistake doesn’t just erase the profit from the job. It puts him in the hole. In the short term, that hurt. But in the long term, he made one of the smartest business decisions he could have made.

Because I’m not just a happy customer now. I’m an advocate.

There is a big difference.

A happy customer is fine. You want happy customers. Happy customers pay you, come back sometimes, and maybe say something nice if someone asks.

But an advocate is different. An advocate markets for you. Promotes for you. Sells for you. Defends you. Tells the story when you are not in the room.

And you don’t create advocates by simply doing what you were paid to do. That’s the bare minimum. You create advocates through extraordinary experiences. You create advocates when something goes wrong and you show up in a way most people would not.

That is where trust is built.

Most businesses think the goal is to avoid problems. That’s impossible. If you serve enough customers, eventually something is going to break. Someone is going to make a mistake. A deadline will be missed. A product will fail. A communication will get crossed. A customer will be disappointed.

You are not judged by whether or not problems happen. You are judged by what you do after they happen.

And that is where most businesses expose themselves.

They get defensive. They make excuses. They hide behind policy. They explain instead of listen. They argue facts while the customer is still dealing with feelings.

That last one is important.

When a customer has a problem, they are usually emotional. That does not mean they are irrational. It means they are human. They spent money. They trusted you. They expected something. Now something has gone wrong, and they are trying to figure out if you are still the person or company they believed you were.

That moment is not the time for your ego. It is not the time to prove you are right. It is not the time to match their emotion with your emotion.

Your job is to become the calming force.

That does not mean you let people disrespect you. That does not mean the customer is always factually right. I’ve never loved that phrase, “the customer is always right,” because sometimes the customer is dead wrong.

But the customer is almost always emotional when there is a real problem.

And if you want to lead, sell, serve, and build a business people talk about, you have to remove your emotion from the situation.

Listen first. Let them explain the issue without interrupting every ten seconds to protect yourself. Acknowledge what they are saying. Reassure them that you understand the seriousness of the situation and that you are going to work toward a real solution.

Then ask for a moment to process.

That part matters.

You don’t have to solve every problem in the heat of the conversation. Sometimes the smartest thing you can say is, “I hear you. I understand why this is frustrating. Give me a little time to look at this clearly so I can come back with the right solution, not just a fast reaction.”

That little bit of time allows you to remove your emotion, think clearly, gather the facts, and come back with a sound solution. It also shows the customer that you are not dismissing them, dodging them, or giving them some lazy answer just to get them off the phone.

You are taking the problem seriously.

That is leadership.

That sounds simple, but simple is not always easy. Especially when money is involved. Especially when the customer is heated. Especially when you feel accused. Especially when fixing the issue costs you profit.

But that is the price of building a real reputation.

You can spend thousands of dollars on marketing trying to convince strangers you are trustworthy, or you can handle one customer problem the right way and create someone who will tell the market for you.

That’s the opportunity most people miss.

Your problem customers are not always your worst customers. Sometimes they are your greatest opportunity to create your strongest advocates.

Because when nerves are raw, the emotional stakes are high. If you can remove the pain, lower the temperature, and solve the issue, that customer remembers it. They remember how you made them feel when things were not perfect.

That is the real relationship test.

Not the sales pitch. Not the pretty website. Not the polished proposal. Not the “we care about our customers” language everyone loves to slap on a homepage.

The test is what you do when the customer has a problem and you have every incentive to protect yourself.

So here is my advice.

When a customer comes to you with a problem, remove your emotion first. Do not react to their tone. Do not take the first angry sentence personally. Do not rush to defend yourself before you understand the pain. The customer is already carrying the emotion. If you bring more emotion into the room, you pour gasoline on the fire.

Be the calmest person in the conversation. Ask questions. Listen. Clarify. Reassure them. Own what needs to be owned. Ask for a moment to think. Then come back with a solution you can stand behind.

You did not just solve a problem.

You may have earned an advocate.

SEO died overnight for a lot of people. For me, it died about a decade ago.

It died the moment I realized I couldn’t compete in the pay-to-play game.

At the time, I was running a seven-figure business with aspirations of getting to eight. I had marketing people around me telling me the smart move was to invest a pretty decent chunk of money into SEO. So we did.

We combined it with a radio campaign and billboards, but SEO was the big investment. That was supposed to be the engine. That was supposed to drive leads. That was supposed to make the phone ring.

Want to know what happened?

I became pretty popular with the other parents at my kids’ sporting events. They loved my edgy radio ad. People would walk up to me and say, “Man, I heard your commercial. That was hilarious.”

Cool.

You know what it didn’t do? Generate business.

It created a little buzz and zero meaningful revenue. That was my lesson.

Say Less. Sell More. is a reader-supported publication. To receive new posts and support my work, consider becoming a free or paid subscriber.

Traditional marketing vehicles are pay-to-play. SEO, radio, billboards, paid ads, sponsorships, all of it. If you have the resources, the runway, the agency, the team, the patience, and the stomach to keep feeding the machine, you can win. If you don’t, good luck.

And a lot of small and midsized businesses don’t. A lot of consultants don’t. A lot of founders don’t. A lot of individual experts don’t. A lot of salespeople trying to build their brand don’t. They are out here trying to compete with companies that can spend more on one campaign than they can spend in an entire year.

That was the old game, and most of you were never really in it. You just thought you were.

Now here come the LLMs.

ChatGPT. Claude. Gemini. Copilot. Perplexity. All these tools people are now using to ask better questions, research vendors, compare solutions, understand markets, and figure out who they should trust.

This changes everything.

For years, companies have thrown money at SEO trying to make sure they show up in Google. That game isn’t completely gone, but it damn sure isn’t the only game anymore.

The new question is not just, “Can people find you on Google?” The new question is, “When your buyer asks ChatGPT, Gemini, Copilot, Claude, or Perplexity who they should trust, what does the machine know about you?”

That is a very different game, and this is where a lot of people are going to get left behind.

Most people are still using LinkedIn like a digital brochure, a resume, or a place to post humblebrags from conferences. They are active, but they are not building authority.

There’s a difference.

Posting a selfie at an event is activity. Commenting “great insights” under someone else’s post is activity. Reposting generic industry news with no point of view is activity. But none of that makes you a credible source.

That’s the shift people need to understand.

We are moving into the reputation age. The platforms and people that win in AI search are not just the ones with the most content. They are the ones with credible, attributable, human expertise.

That means your LinkedIn presence is not just being judged by your followers anymore. It may also be feeding the tools your buyers are using to make decisions before they ever talk to you.

That’s a big deal, and it means thought leadership is no longer some fluffy marketing phrase people throw around to sound important.

Thought leadership is discoverability. Thought leadership is credibility. Thought leadership is sales infrastructure.

But this is where people mess it up. They think thought leadership means posting more. It doesn’t. It means thinking better.

It means having a real point of view. It means teaching from actual experience. It means saying something specific enough that people can agree, disagree, challenge, remember, or repeat it.

If you are saying the exact same thing everyone else in your industry is saying, you are not thought leading. You are adding noise.

And AI is getting better at separating useful signal from recycled garbage.

That should scare some of you, because a lot of what gets posted on LinkedIn is recycled garbage.

It’s generic. It’s safe. It’s vague. It’s motivational oatmeal. It sounds like someone asked AI to “make this sound professional” and then hit publish without adding one original thought.

That might get you a few likes. It will not build authority. And it definitely will not help you become a trusted, recognizable voice in your market.

This is why I keep telling salespeople, leaders, and business owners that your voice matters. Your experience matters. Your perspective matters. Your scars matter. Your opinions matter. The stuff you learned the hard way is the stuff people actually want from you.

And now, apparently, it’s also the stuff the machines may be paying attention to.

So if you’re a business leader, this is not just a personal branding issue. This is a company strategy issue.

Your team needs to know how to show up online with substance. Your salespeople need to understand how to translate customer conversations into useful insights. Your leaders need to be visible with a real point of view. Your company needs more than a content calendar full of product announcements and event photos.

You need a credibility engine.

That means training people how to communicate clearly. It means teaching them how to write with a point of view. It means helping them understand their buyer, their ICP, their market, and the conversations that matter.

It means creating content that is useful enough for people to read and credible enough for AI to recognize.

So maybe it’s time to rethink that SEO budget. Maybe it’s time to stop spending so much money trying to hack attention and start investing in the people inside your company who actually have the expertise your buyers need.

Train them. Upskill them. Help them communicate. Help them teach. Help them become visible.

The future of B2B buying is not just happening on websites, search engines, and sales calls. It is happening inside AI tools. It is happening inside buyer research. It is happening before your sales team ever knows there is an opportunity.

And if you are not part of that conversation, you may not even make the shortlist.

That is the game now. LinkedIn is not just a platform. It is a reputation layer.

And if you are still treating it like a place just to celebrate yourself and showcase your accomplishments, you’re going to miss an opportunity you might never see again.

The Year Was 1985

Coca-Cola could feel the competition creeping in.

They had nearly a century of dominance in the soda wars, but Pepsi was doing something Coke executives could not ignore. They were appealing to a new generation of drinkers, and they were gaining ground quickly.

So Coke executives, in their infinite wisdom, decided they had the answer.

Change the formula.

Not improve the brand relationship. Not reconnect with the customer. Not better understand why Pepsi was creating momentum with younger consumers.

Change the damn formula.

They spent a fortune developing it, testing it, rebranding it, and releasing what would become known as New Coke.

And they forgot one very important thing.

The customer.

Inside the boardroom, I’m sure it made all the sense in the world. They had a business problem. Pepsi was gaining ground. Their product was being challenged. Their market position felt threatened.

So they solved for the business.

Not the customer.

That’s the part people keep missing.

New Coke was not created because customers were begging Coca-Cola to change the drink they loved. It was created because executives were trying to solve an internal business problem with an external product decision.

That is dangerous.

And I think we are watching a very similar thing happen right now with AI.

Companies, consultants, creators, coaches, and service providers are all jumping headfirst into the AI pool. Everybody wants to create a digital version of themselves. Everybody wants an AI assistant, AI clone, AI advisor, AI course, AI bot, AI something.

And let’s be honest about why.

A lot of it is not being driven by the customer.

It is being driven by margin.

It is being driven by scale.

It is being driven by the desire to do less human work while charging the same amount of human money.

Now, I am not anti-AI. Not even close.

For years, I’ve been preaching about the adoption of new technologies and the need to integrate them into our businesses. I use AI. I teach people how to use AI. I believe AI can make us faster, sharper, more creative, more organized, and more effective.

But technology should never be adopted just because it benefits the business internally.

It should be adopted because it creates a higher level of service, delivery, access, experience, or outcome for the customer.

That is where I think a lot of people are getting this wrong.

They are building AI tools to solve their own business problems and hoping the customer accepts it as innovation.

That is backwards.

The customer should not be sitting in the passenger seat while we drive toward our own efficiency.

The customer should be the damn destination.

The question should not be, “How can AI help me make more money with less effort?”

The better question is, “How can AI help me serve my customer at a higher level than I could before?”

That difference matters.

Because customers are not stupid.

They know when they are getting better service, and they know when they are being pushed into a cheaper version of what they actually wanted.

They know when AI improves the experience, and they know when AI is being used as a wall between them and the human expertise they thought they were paying for.

This is the danger.

In the race to scale ourselves, we may accidentally strip away the very thing people valued about us in the first place.

Our perspective.

Our judgment.

Our lived experience.

Our ability to listen, interpret, challenge, guide, and adjust in real time.

The thing that makes you valuable is not just your information. Information is everywhere now.

The value is how you think.

The value is how you see the problem.

The value is how you help the customer understand what they could not see on their own.

AI can support that.

AI can enhance that.

AI can help deliver that more efficiently.

But AI should not replace the relationship unless the customer actually wants that relationship replaced.

That is the lesson of New Coke.

Sometimes the smartest people in the room get so obsessed with solving the business problem that they forget to ask the only question that matters.

Does the customer actually want this?

Because if they don’t, your innovation is just arrogance with a launch plan.

I built this as a tool for authentic engagement with my prospective customers.

This is INTELLIGENT use of AI.

I’m not automating outreach, comments, or engagement with this.

Every morning, I get a digest in my inbox filled with posts in the last 24 hours from people who could be my customers.

I review that for interesting content I can leave meaningful comments on and engage authentically.

Not b******t “nice post” or “congratulations”.

I look for content that has meat in the bone. Content I can engage with that shows my expertise and thought leadership.

I do all of this with a tool I created myself!

No funny business with your LinkedIn profile, no chrome plug-ins, no high dollar software.

Pops in my inbox every damn day like the morning newspaper 😊.

This coming week, I’m going to give my paid subscribers the exact playbook to make this tool for themselves.

FOR FREE

ONLY FOR PAID SUBSCRIBERS

Key Takeaways

* What Problems Are You Solving For?

* Activating Your Buyer Indirectly By Engaging Their Customers.

* How Do You Remove Friction For Your Clients? Even When You Don’t Have To.

* Using New Technologies To REALLY Serve Your Clients Intelligently And By Design.

Million Dollar Agency Blueprint

A few hours before writing this, I learned that Burgess passed away. In true Ronnell on-the-go fashion, I learned while at the airport on my way to D.C.

I stopped dead in my tracks. Standing still in the airport as people pass by me.

I’m trying to process it the best way I know how, by sharing my thoughts out loud while they’re still real.

Last month, Melvin passed away too.

Burgess Hayes and Melvin Johnson were both my employees. They worked for me for years. And if you’ve never led people in a small business, if you’ve only lived in “corporate”, you might not understand what I’m about to say.

This hits different.

Because in small business, people aren’t “headcount.”They’re not a line item.They’re not a resource.

They’re your crew.Your family.Your daily pressure.Your daily pride.

You all won’t understand this. The best I can compare it to is leading people into battle. With respect to those who served, our lives aren’t at stake, but the emotional connection and stress in a high-pressure sales environment can be pretty intense

When you lose someone you went through the trenches with… it doesn’t feel like “someone I used to work with passed away.”

It feels like someone from your story just got ripped out of the book.

Burgess

I’ve often said Burgess gave me a PhD in management.

He was one of the most talented sellers I’ve ever met, which also made him one of the most challenging employees I’ve ever had.

If you’ve led killers, you know what I mean.

High talent doesn’t always come packaged with ease.Sometimes it comes with baggage.Ego.Opinions.Motives.

Burgess had all of it.

And the crazy part?

Years after he worked for me, he always called me.Always thanked me.Always gave me love for what I did for him—what we did together—what we built.

About a month ago, I spoke to him from his hospital bed. I told him he was going to outlive all of us.

I believed it when I said it.

Melvin

Melvin was the kindest pain in the ass; affectionately.

He had a gift too. A different kind.

Melvin connected with people.He made people feel safe.He had warmth.He was steady.

Not the character Burgess was, totally different energy, but special all the same.

The Part People Don’t Talk About

I don’t think people fully understand the intimacy and responsibility founders carry, especially in small business.

These relationships get heavy.

They get personal. It’s not JUST business.

Your business isn’t just “your dream.” It becomes their livelihood.Their rent.Their kids.Their future.Their pride.

And you depend on them for the success of the business, yes…

But also for your own survival.

The welfare of your household.Your stream of income.Your ability to keep going.

Small business is a team sport with real consequences.

And when someone who helped you carry the load is gone… you don’t just feel grief.

You feel weight.

Today

Maybe someday I’ll share all the stories.

Not today.

Today I just want to take a moment to say thank you.

Thank you, Melvin.Thank you, Burgess.

And thank you to all the people I’ve been honored to lead, people who enriched my life, tested me, challenged me, supported me, and in their own ways helped make me the man I am today.

Rest easy, fellas.

Say Less. Sell More. is a reader-supported publication. To receive new posts and support my work, consider becoming a free or paid subscriber.

Say Less. Sell More. is a reader-supported publication. To receive new posts and support my work, consider becoming a free or paid subscriber.

Sales isn’t manipulation.

Sales is moving people.Sales is changing minds.Sales is creating belief strong enough that people take action.

By that definition, Martin Luther King Jr.’s “I Have a Dream” speech is one of the most powerful “sales” moments in modern history. Not because he was “pitching” anything shallow, but because he used the same core skills every elite seller needs.

Story. Rhythm. Stakes. Vision. Courage. And a close that demanded action.

And if you don’t believe me, let’s break it down.

Why storytelling matters in sales (and why most of you suck at it)

People don’t buy your product.

They buy the story they tell themselves about what your product means:

* “This will make me safer.”

* “This will make me look smarter.”

* “This will help me hit my number.”

* “This will stop the bleeding.”

* “This will help me become who I said I was.”

Storytelling does one thing insanely well.

It makes your message feel personal.

It lets the other person see themselves in the outcome, without you forcing it.

That’s why features don’t close deals. Meaning closes deals.

MLK’s speech is a masterclass in a real sales narrative

King delivered the speech at the March on Washington for Jobs and Freedom on August 28, 1963.

And what most people forget, the famous “dream” section wasn’t the whole speech. It was the emotional peak that landed after he built the case.

Here’s the structure, translated into sales.

1) He starts with the problem (and refuses to sugarcoat it)

He doesn’t open with “Thanks for having me.”

He opens by framing the moment as historic and then moves straight into reality: the country’s promises weren’t being kept.

In sales terms, he establishes the gap between what’s promised and what’s true.

Most sellers avoid the problem because they’re scared of tension.

Elite sellers use tension, not to scare people, but to tell the truth out loud.

2) He builds stakes with a metaphor that everyone understands

King uses vivid, concrete language, like the idea of a promissory note that came back marked insufficient funds.

That’s not “poetry.” That’s translation.

He takes something massive, systemic injustice, and makes it instantly graspable.

In sales, stop explaining your product like an engineer and start explaining the problem like a human.

3) He creates urgency (without sounding desperate)

He hits the crowd with a hard-now message: “Now is the time.”

That’s urgency done right.

Not fake scarcity. Not “end of quarter.” Not “my manager needs this.”

Real urgency is when the buyer feels: if we don’t change this, we keep paying for it.

4) He uses repetition like a weapon

This is the part everyone remembers, and almost nobody understands.

“I have a dream” isn’t just a famous line. It’s a rhetorical device called anaphora, repeating a phrase to build momentum and emotion.

Repetition does three things:

* It makes the message memorable.

* It makes the audience feel certainty.

* It makes the moment feel inevitable.

In sales, your message is supposed to stick.

Most sellers say 40 random things and hope something lands.

King says a few things, on purpose, until they land.

5) He paints a future people want to live in

This is the part your sales decks pretend to do but rarely pull off.

He doesn’t say, “Here’s what we’re fighting against.”

He says, “Here’s what we’re building.”

That’s the real job in any sales conversation:

* Help them fully feel the cost of the current state.

* Then make the future state so clear it feels reachable.

And yes, he calls it out directly: “I have a dream.”

6) He closes with a rallying call that turns listeners into participants

“Let freedom ring” is a close. Period.

Not a polite ending.

A call to action that says: this isn’t something you watch. This is something you join.

Most salespeople “close” like this:

“So, what do you think?”

That’s not a close. That’s insecurity.

A real close is alignment, next step, and ownership.

So, is this the greatest sales pitch in modern history?

If we define sales as moving people toward action through belief, it’s absolutely in the conversation.

And before somebody gets cute, no, I’m not comparing civil rights to selling software.

I’m saying the skills that move a movement are the same skills that move a market:

* Clarity

* Conviction

* Storytelling

* Emotional truth

* The courage to ask people to change

Steal this framework for your next sales call (ethically)

Here’s your “MLK storytelling” cheat sheet:

* Name the moment: “This is bigger than a tool. This affects your business.”

* Call out the gap: promise vs reality.

* Make it concrete: metaphor, example, real story.

* Create urgency: “If nothing changes, what happens?”

* Repeat the core idea: one sentence, said three ways.

* Paint the future: what life looks like after the change.

* Invite participation: make them the hero, not you.

* Close with direction: clear next step, clear owner.

If you can’t do that, you don’t have a pitch.

You have a slideshow.

Your assignment (don’t overthink it)

Before your next call, write one paragraph that answers this:

“What’s the dream my buyer actually wants, and what’s the nightmare they’re living in right now?”

Then say it out loud. Record it. Listen back.

If it sounds like corporate soup, do it again until it sounds like a human.

Because people still buy from people.

And the greatest sellers don’t just present.

They move.

Most of you don’t have a pitch problem. You have a story problem.I built a one-page “Storytelling in Sales” template to fix it; free.

Comment “STORY” and I’ll send it.

Not the clean, inspirational version people sell on stages. Not the “grind harder” version that sounds good but explains nothing.

I mean the real thing.

The kind of success that builds iconic brands. The kind that changes industries. The kind where people say your name with admiration… or with resentment.

Because the more I study titans of business and industry, the more I see a pattern that won’t leave me alone:

Depending on who’s telling the story… the same person gets described in two completely different ways.

When the story is told favorably…

They’re “driven.”They’re “laser-focused.”They’re “relentless.”They “wanted it more than everyone else.”

When the story is told critically…

They left a wake.

Broken relationships.Kids who don’t really know them.Marriages that didn’t survive the mission.Family members who stopped calling.Employees who felt used, burned out, discarded.

I’m not writing this to judge anybody.

I’m writing it because I can’t stop thinking about the question underneath it all:

Is that wake part of the deal?

Not “nice lifestyle” success. Not “comfortable” success.

I mean world-impacting, world-changing success.

The through-line I keep noticing

Lately I’ve been listening to a podcast about Famous Amos cookies—Wally Amos—and I’ve found it fascinating. The story is inspiring… and also revealing.

Because it reminded me of something I’ve noticed across a lot of iconic brand builders:

They often carry strong narcissistic traits.

And I know—that word hits like a slap.

Most of us hear “narcissism” and immediately think: toxic, manipulative, selfish, harmful.

I’m not diagnosing anyone. I’m not labeling people.

I’m just noticing a recurring pattern and asking a question that feels worth exploring:

Where’s the line between drive and narcissism?

Or is there even a line?

Maybe it’s blurred.

Because everything in life comes with a trade.

You do something → you get a result.

And typically, the more extreme the discipline and sacrifice… the bigger the outcome can be.

So I start wondering:

Are narcissistic traits part of the sacrifice matrix?

Or is it something else entirely?

Maybe the “secret sauce” isn’t just discipline.

Maybe it’s an ability to detach.To separate emotion from execution.To not value what most people value.To not feel the full weight of collateral damage… because if you did, you might slow down.

I’m not saying that’s good. I’m not saying that’s bad.

I’m saying it’s real enough that it keeps showing up in the stories.

Sometimes the question is the work

I don’t have a clean answer.

But I do believe this: sometimes exposing the question is the breakthrough.

Because that’s where education lives. That’s where growth lives. That’s where self-awareness lives.

And entrepreneurship, if it’s going to be sustainable, requires self-awareness.

Not for the internet. Not for your brand.

For you.

Because if you don’t get intentional about what you want… you can build something massive and still feel like you don’t recognize the person who built it.

The Mirror Test (the part most people avoid)

This kind of deep work forces you to confront:

* what you actually want

* what motivates you

* what you’re willing to sacrifice

* what you’re not willing to sacrifice

* what you’re ignoring because you’re “too busy” to look

That’s why I created my Ronnell 2.0 GPT—to help me understand myself better so my decision-making comes from alignment… not ego, pressure, or impulse.

I also combine that with a process I went through with my friend Gina Riley (my “YouMap”), and it’s been powerful because it forces a mirror in your face.

You see the imperfections.And then you decide what you’re going to do about them… or not.

Because imperfections are also known as beauty marks.

The difference is perception.

Say Less. Sell More. is a reader-supported publication. To receive new posts and support my work, consider becoming a free or paid subscriber.

A Simple Audit to Ask Better Questions About Your Own Path

1) Define success without using the word “money”

Money matters. But if money is your only definition, you don’t have clarity—you have hunger.

Write this down:

* What does a successful week actually look like?

* Who’s in your life when you get there?

* What do you have time for?

* What do you not want to lose?

Prompt:If success was guaranteed, what would I want my day-to-day life to look like?

2) Identify the wake you’re currently creating

Don’t pretend you’re not leaving one. Everybody leaves one when they build.

The question is whether you’re aware of it… and whether you’re comfortable with it.

Prompt:If I keep this pace for 24 months, what relationship, habit, or part of my health will take the hit?

3) Separate drive from defense mechanisms

Drive can look like:

* discipline

* resilience

* confidence

* courage

But sometimes what we call “drive” is something else:

* avoidance

* ego

* numbness

* fear of slowing down

* fear of being ordinary

Prompt:What do I call “drive” that might actually be avoidance, ego, or fear?

4) Write your personal tradeoffs (without lying to yourself)

Not what sounds good. Not what you want people to think.

What you’re actually doing.

Prompt:What am I currently trading for progress—and is that trade conscious or automatic?

5) Weekly mirror check

Once a week. Ten minutes. No performance.

* What did I do this week that I’m proud of?

* What did I rationalize this week?

* What did I avoid?

* Who did I neglect?

* What truth am I not ready to admit yet?

The only point of this post

I’m not telling you what’s right.

I’m not telling you what’s wrong.

I’m posing a question that I think is worth asking—because the answer shapes your life.

What does success require from you… and what are you willing to give it?

Say Less. Sell More. is a reader-supported publication. To receive new posts and support my work, consider becoming a free or paid subscriber.

This week, I gave an update and dropped four lessons you should take note of to stay ahead of the game.

* LinkedIn Suppression

* Why SDR/BDR Roles are endangered

* How to refine your Value Props for better impact

* How to do better discovery with existing customers to align value props

Thank you to everyone who tuned into my live video! Join me for my next live video in the app.

Monday Motivation for the savages who sell: We’re kicking off the week by doing what I love—breaking down real DMs and using them to teach you how to stop wasting prospects’ time (and yours).

First—gratitude. Whether you’re here live or watching the replay, thank you. Your time is valuable. My promise: this will be useful, a little entertaining, and immediately actionable.

Why your first message keeps getting ignored

Most sellers still treat the connection request or first DM like it’s their last shot. They cram in a mini-pitch, a question the buyer has to work to answer, and a vague CTA. Translation: self-serving and high friction. Delete.

Your goal isn’t to jump from “nice to meet you” to “here’s your invoice.” Your goal is the next step: a short conversation. Period. It usually takes multiple touchpoints to activate a real opportunity—think 7–20+ brand impressions in today’s market. So let’s make touch #1 count without trying to do all the work.

The Framework: Ronnell’s 3Ws (plus a real CTA)

Your first message has one job: earn the right to a conversation by demonstrating relevance and value fast.

* Who you are (credibility in their world)

Introduce yourself in a way that signals you understand their role/industry. Not “I’m a CEO.” Think “I help enterprise CMOs fix X.”

* What you do (specialized, not generic)

“We run social programs” = generic. “We help enterprise sales ops teams use AI + human writers to drive consistent, on-brand posts without burning cycles” = specific.

* What’s in it for them (tie to their KPIs)

Map to outcomes they actually care about—pipeline quality, speed to first meeting, compliance, consistency across field teams, etc.

Then a real CTA: Put them in the lead seat.

“Happy to use your calendar—please send your link. If it’s easier, here’s mine.”

Live teardown with guest: Sander B., CEO @ Ready For Social

Sander was generous enough to bring real outreach onto the show. He’d tried outsourced SDRs and automated connection campaigns. Net: lots of connections, few conversations. Sound familiar?

He did the right thing: he personalized—read profiles, researched backgrounds, wrote from scratch. But the DMs still underperformed. Why? The tone drifted self-serving, the value prop wasn’t explicit enough, and the CTA was vague.

We ran one message through my Perfect Message Tool and it graded out ~5/10. Not a failure—a starting point. Here’s what we fixed:

* Clarity: State who you are in their context.

* Specificity: Tighten the “what we do” to their role (e.g., VP Sales Ops at a B2B enterprise ≠ SMB head of marketing).

* Value: Make the payoff unmistakable (e.g., “fewer unqualified first calls,” “brand consistency across 300 field sellers,” “legal-approved copy at scale”).

* CTA: Ask for their link, offer yours as the easy fallback.

Mindset reminder: Great is earned. Start with good, get reps, and iterate. The Perfect Message Tool helps you tighten your copy, but it can’t replace your thinking.

Follow-up cadence that doesn’t annoy people

You’re not done after message one. Use 4–5 touches across LinkedIn + email over 10–14 days:

* Day 0 (DM): The 3Ws + CTA.

* Day 2 (comment/like): Engage with a relevant post; no ask.

* Day 3 (email or InMail): One benefit + 1-line proof (client/result) + the same CTA.

* Day 7 (DM): Share a micro-asset (screenshot, 60-sec video, or 3-bullet checklist) that aligns to their KPI. CTA again.

* Day 12 (email): “Still relevant?” Close the loop or book it.

Quality beats quantity. Solution sellers don’t need 5,000 deals—they need 3–5 right ones.

Use the Perfect Message Tool (free) the right way

* Go to ronnellrichards.com → Learn → Perfect Message.

* Be verbose in the inputs. Give it your 3Ws, ICP, and context. The tool will simplify without dumbing down.

* Remember: garbage in = garbage out. Frameworks don’t save lazy thinking.

Shout-out to Sander & ReadyForSocial

If you’re an enterprise org trying to keep field teams on-brand with personalized social distribution (and you don’t want to play content cop all day), talk to Sander. He’s a grown-up. He sells like a grown-up. He’ll also promise to run your DM through the tool before he hits send. 😉

Want me to roast your DM live?

Send it to me. If it’s good, we’ll make it great. If it’s sh*tty, we’ll fix it—and everyone learns.

PS: Stop aiming for perfect

Most sellers are paralyzed trying to craft the message. Don’t. You need at-bats. Your first DM won’t close the deal. It earns you the next conversation. Do the work, get the reps, get better.

Resources & CTAs

* Perfect Message Tool: ronnellrichards.com → Learn → Perfect Message

* SayLess Academy: Relationship-Centric™ sales training (monthly memberships)

* Sell. Lead. Scale. Manager + Team framework to operationalize everything above

Selling with Soul. Serving first. And yes—standing on business.

This episode gives you the straight playbook: why your LinkedIn headline matters more than your résumé, how to niche so your influence multiplies, and the exact steps to rework your profile around your Ideal Customer Profile (ICP). No fluff. All leverage.

🔑 Big Ideas & Takeaways

* Independence > employment. If a company (or network) can remove your platform, they own your upside. Build brand equity you carry with you.

* Reputation existed first. Branding is just the marketing of it. You’re not “made” by social platforms—you’re discovered by them.

* LinkedIn is the modern Yellow Pages. If I Google you and see nothing meaningful, you’re leaving money and influence on the table.

* Your headline is prime real estate. Most people never scroll your profile; your headline and cover image must sell you to your ICP.

* Niche to win. Specific > generic. Specialists command attention, velocity, and pricing power.

* ICP drives everything. Messaging, profile, content—align it all to the person who actually buys.

⏱️ Chapter Markers

* 00:00 — Why the Kimmel moment matters for your career

* 03:15 — Platforms vs. ownership (and why your job title isn’t protection)

* 06:40 — Reputation vs. branding (what social truly does for you)

* 09:10 — Google yourself: what does the world actually see?

* 12:05 — Your LinkedIn headline: the money section

* 15:20 — “Build for your ICP” — a dead-simple workflow

* 19:45 — Niche down or fade out

* 23:10 — Tools, checklist, and courses to execute

🧰 Do-This-Today Checklist (save this)

* Google your name. Screenshot page one. If it doesn’t sell you, that’s your to-do list.

* Fix your LinkedIn headline. Make it ICP-specific. Formula: I help [ICP] achieve [Transformation] via [Method].

* Rewrite your “About.” Tell a credibility story that matters to your buyer.

* Pin proof. Top 3 posts: case study, client outcome, or talk/podcast clips.

* Commit to niche. Define one audience and one problem. Build from there.

🧪 The ICP → Profile Workflow (steal it)

* Go to my Perfect Match ICP Tool (free). Build your ICP using a real best-fit client as the avatar.

* Export the results.

* Download your LinkedIn profile data.

* Drop both into ChatGPT and prompt: “Rewrite my headline, About, Experience bullets, and Featured section to attract this ICP. Make it specific, credible, and benefit-led.”

* Edit for voice. Publish. Pin proof.

🔗 Resources Mentioned

* Perfect Match ICP Tool – build your ICP in minutes (free).

* Personal Branding for Sales Success — One-Page Checklist – the exact fundamentals to tighten your digital footprint.

* LinkedIn Learning: Personal Branding Course – 4.8/5 from thousands of learners; short, sharp, actionable.

* SayLess Academy – my full catalog, including the Sell. Lead. Scale. program for teams.

Say Less. Sell More. is a reader-supported publication. To receive new posts and support my work, consider becoming a free or paid subscriber.

💬 Spicy Truth

You might be getting out-earned by someone less talented—because they’re simply more known. Fix that. Control what shows up when people Google you.

🧠 Unfiltered Rant (the core message)

Networks, bosses, and algorithms do what they do: they prioritize their leverage. Your job is to build yours. Kimmel has a brand—just not a platform he controls. Most of you are in the same boat on a smaller scale. If your company pivots, budgets shrink, or leadership changes, you’re exposed. But if you’ve marketed your reputation with intention—niche message, ICP-aligned profile, visible proof—you stay in demand regardless of headwinds.

📈 For Sales Leaders & Teams

* Frontline sellers need clarity and discipline: ICP, prospecting language, discovery rigor.

* Managers need structure: coaching frameworks, pipeline standards, enablement that sticks.

* That’s why I built Sell. Lead. Scale.—training for sellers and the managers who lead them, with the operating system to scale.

👊 Call to Action

* Subscribe on Substack for unfiltered lessons, tools, and exclusive content.

* Take the Personal Branding course (fast, practical, proven).

* Run the ICP → Profile workflow this week and tag me with your before/after.

* Teams: explore Sell. Lead. Scale. (coaching options + team licensing available).

📣 Share This

If this episode helped, send it to the one colleague who keeps “waiting until things slow down” to fix their profile. Things won’t slow down. Build now.

I went live on Substack and broke down some of the sh*tty DMs sitting in my LinkedIn inbox right now. Unfiltered. No anonymizing. No fake “best practices.” Just real messages from real salespeople… and why they fail.

Here’s what we did together:

* Rated the DMs using my Perfect Message Tool (straight from my site).

* Exposed why “cute” or “freemium” outreach usually falls flat.

* Showed how pitch-slapping prospects with three-paragraph essays is a waste of everyone’s time.

* Demonstrated how a $13B C-level exec at LinkedIn accepted my connection request — not because of automation, but because of alignment, credibility, and a clear CTA.

👉 The takeaway? Stop kissing frogs. Sales is about intentionality + alignment. Do your ICP work. Nail your 3W’s (Who, What, Why). And stop hiding behind automation.

This is the education I love giving you — because when you start from high alignment, your closing percentages shoot through the roof and sales actually gets fun again.

And if you’re not a paid subscriber yet, this is your wake-up call. I’m not dropping fluff — I’m creating high-quality training that I could license to LinkedIn tomorrow. But instead, it’s here for you, my Substack community.

Upgrade now and get access to the exclusive AI sales training and future tools:

Sale.Lead.Scale program is now LIVE for sales teams and leaders. Build confident sellers. Empower decisive leaders. Drive predictable growth. Check it out!

s:

My favorite book on the subject is The Seven Spiritual Laws Of Success.

Ego is a powerful tool for motivation, the absence of ego is a powerful tool for education and growth.

This week I’ll be releasing my PERSONAL A.I. tech stack for sales with a downloadable reference guide. Exclusive to our paid subscribers. I use these tools EVERY DAY with intention and intelligence. They have changed the way I do business.

Thank you to everyone who tuned into my live video! Join me for my next live video in the app.

And yes, I know how wild it sounds coming from a guy who’s written a bestselling book and built almost 30 courses that have educated nearly 150,000 people. But hear me out—because most of you are wasting your money on online courses and books.

Here’s the truth: the majority of what’s out there is trash. It’s not about whether someone is smart or has experience—it’s about whether they actually know how to teach. And 90% of the time, they don’t.

Let me tell you a story.

The “Blueprint” Moment

Earlier this year, I released The Blueprint to Channel Manager Sales. Half of that course is licensed to LinkedIn Learning (where it’s performing at the top of its category), and the full version lives exclusively on my own platform—SayLess Academy.

Not long after, someone else in the industry released their own “channel manager training” course. Cool. I don’t knock competition. But then I started seeing my course being compared side by side with theirs.

Was I offended? Not exactly. But I didn’t like it. Because here’s the problem:

Just because someone can hit record on a camera or publish a book doesn’t mean they’re qualified to teach you anything.

It’s like cooking. I love cooking. I can pull a recipe out of Food & Wine, add my own little flair, and serve a damn good meal. But that doesn’t make me a gourmet chef. I didn’t go to culinary school. I don’t understand the chemistry or the craft at the deepest level. I’m dabbling.

And most authors and course creators? They’re dabblers too.

Why Most Books and Courses Fail You

Here’s why you’re wasting your money on 90% of what’s out there:

* It’s a brain dump. People confuse “sharing everything I know” with teaching. It’s not.

* It’s written for them, not you. Too many books are glorified journals. Too many courses are vanity projects.

* It’s unstructured. Real education is curriculum. It has a beginning, middle, and end. It’s designed with outcomes in mind.

* It overwhelms instead of empowers. More isn’t better. Actionable is better.

When I wrote Shut the Hell Up and Sell, I didn’t just sit down and vomit words onto a page. I hired one of the best publishing coaches in the business to help me shape my ideas into a book that actually serves the reader.

When I create courses, I don’t just talk into a camera. I design curriculum based on how people consume, how much they can absorb, and how they’ll apply it. That’s why people actually finish my courses. And it’s why they average 4.7 to 4.8 stars across nearly 150,000 learners.

That’s not luck. That’s education.

How to Stop Wasting Your Money

So let’s flip this. Here’s how you vet whether a course or book is worth your time and money.

* Check the teacher, not just the topic. Have they actually done what they’re teaching at a high level—or are they just repackaging theory?

* Look for proof of teaching ability. Reviews that mention clarity, application, and results are gold. Inspiration without outcomes is a red flag.

* Respect your time. If the pitch is “50 hours of content” or “everything you need to know,” that’s code for unstructured brain dump.

* Audience first. If it feels like the creator wrote it for themselves, it’s useless. The best resources are written with you in mind.

* Track record matters. Look at their ratings. Do people finish their courses? Do readers highlight and reference their books—or do they collect dust?

👉 Pro tip: Before you buy, ask yourself—Can I apply this in the next 30 days? If not, save your money.

The Takeaway

The hard truth? Most people shouldn’t be writing books or creating courses. Not because they’re not smart, but because teaching is its own craft.

If you’re an aspiring author or course creator, understand this: it’s not about you. It’s about the audience. Your job isn’t to dump knowledge—it’s to guide people to outcomes.

And if you’re someone who invests in your own learning, be ruthless about where you spend your money. Don’t get fooled by a camera, a Teachable account, or a fancy landing page. Vet the source. Demand quality.

Where to Find the Good Stuff

If you’re serious about investing in yourself and actually getting results, here’s where I can help:

📘 Read the book: Shut the Hell Up and Sell – a 5-star rated, practical playbook for salespeople who want to stop talking and start closing.

🎓 Take a course: SayLess Academy – my platform where I host complete, prescriptive courses designed to actually move the needle in your business.

💻 Learn with LinkedIn Learning – join over 150,000 students who’ve taken my sales courses, consistently rated 4.7–4.8 out of 5.

And if you want unfiltered, behind-the-scenes insight into how I really think about business, sales, and growth? That’s what this Substack is for.

👉 Free readers, upgrade now. Paid subscribers get exclusive content like this vetting guide, mini-courses, downloadable tools, and live AMAs with me. Don’t just read about growth—invest in it.

Final thought: Stop wasting your money on bad books and courses. Start investing in the ones that actually deliver.

Your time and money are too valuable for anything less.

Location: CP Expo

Summary:
The channel keeps saying it’s all about partnership, but too many MSPs are asking the same question: “Are we even invited to this thing?” In this episode, Ronnell Richards sits down with Titan Cloud’s Matt Wren and industry powerhouse Jasmina Mueller for a real, raw conversation about the channel’s failure to truly embrace MSPs—and what it’s going to take to fix it.

We’re talking communication gaps, performative partnerships, and why some suppliers still don’t understand how MSPs actually operate.

This isn’t about blame. It’s about re-education and rebuilding relationships from the ground up—before the entire ecosystem breaks.

Key Takeaways:

• Sales and tech must respect each other—or MSPs implode from the inside

• The phrase “trusted advisor” is being used by people who haven’t earned it

• Most vendors still don’t understand what makes MSPs tick—and that’s dangerous

• Fear of change is creating internal channel competition and fragmentation

• If we want true partnerships, we need to model the behaviors we preach

Mic Drop Quote:
"We say we want to partner with MSPs. But when they show up, it still feels like we just want them to resell our stuff." – Matt Wren

Resources & Links:
→ Want real sales training that isn’t stuck in 2007? Join SayLess Academy – $39/month, no contracts.
→ Learn more at ronnellrichards.com

Rate & Review the Show
And remember:
👉 Stop talking.
👉 Start listening.
👉 Shut the hell up and sell.

You can buy a steak dinner — but you can’t buy Dave Dyson.

He’s one of the most respected TAs in the game, and in this no-holds-barred episode of Shut The Hell Up and Sell: Unfiltered, he breaks down why most of you will NEVER do business with someone like him. Why? Because you’re still trying to “wine and dine” your way into partnerships instead of doing the real work.

⏱ Timestamps & Highlights:

00:00 – Opening Shots Fired
We’re not here to sugarcoat it. Dave sets the tone with what it really takes to earn a top TA’s trust.

07:45 – Steak Dinners Are Not a Strategy
Perks don’t close deals. Real value and aligned execution do.

13:20 – Winning Dave Dyson: What Actually Works
Dave gives it to you straight — the messaging, the moves, and the mindset that earn a “yes.”

19:40 – Channel Leadership and Customer Advocacy
Dave shares why putting the customer first is everything — and how most sellers fake it.

26:10 – Social Responsibility Isn’t Optional
Why today’s top TAs want to work with partners who give a damn about the bigger picture.

31:00 – The Reason You’re Still Missing
You don’t have a strategy. You’re running plays from 2015 in a 2025 channel.

🧠 You Need a Better Playbook — Not a Better Dinner Reservation
If you're struggling to engage top TAs or close meaningful channel partnerships, it’s time to stop guessing.

👉 Get your Channel Sales Gap Assessment — the first step to uncovering exactly where your channel approach is falling apart.

📘 Then go deeper with the Channel Sales Blueprint — the course trusted by LinkedIn Learning and taken by over 100,000 sales professionals worldwide.

Built by someone who's actually done the work, the Blueprint teaches you how to prospect, engage, and close with clarity — not fluff.

🎧 Listen to the Episode Now
Available everywhere you get your podcasts. Just don’t bring a ribeye to a strategy fight.

#ChannelSales #ShutTheHellUpAndSell #SalesLeadership #SalesBlueprint #PartnerEnablement #ChannelStrategy

This inaugural episode lays the foundation for what's to come: raw, unfiltered conversations with the most influential voices in sales, marketing, entrepreneurship, and the technology channel. If you're tired of fluff, theory, and “inspiration” without execution — this is your new home.

What You’ll Learn in This Episode:

• Why most salespeople stay stuck — and how to break through

• What this show won’t be (hint: safe or scripted)

• How to leverage this series to elevate your mindset, skills, and results

• What kind of guests are coming (and why you’ll want to take notes)

🛠️ Resources & Links:

• 📘 Shut The Hell Up and Sell (the best-selling book): Buy on Amazon

• 🎓 Online Sales Courses: SayLess Academy

• ✅ Take the Sales Gap Assessment: Free Gap Assessment Tool

• 📺 Ronnell on LinkedIn Learning: View Courses

• 🛠️ Sales Tech Stack Cheatsheet: Download Free Guide

• 🎤 Book Ronnell for Speaking: ronnellrichards.com/speaking

• 🧠 Follow the podcast’s behind-the-scenes and sales wisdom: Ronnell on LinkedIn

🎧 Subscribe Now
Be sure to hit subscribe on Apple, Spotify, or wherever you listen — and share this episode with a colleague who needs to hear some real talk.

Subscribe to Voices Of Distilling on your favorite platform. Upcoming episodes will feature Distillers leading the top brands in the business. Learn their stories and secrets to success.

🎙️ Episode 101

🥃 Episode Overview:  

Erik Owens joins Ronnell live from ADI’s 20th-anniversary conference in Las Vegas.  Erik talks about his vision for the future of the industry and the role the ADI will play in the community.  Erik talks about what you can expect from ADI in 2024 and makes a surprise announcement.

🎤 Today's Guest: 

- Erik Owens

- President

- American Distilling Institute

- ⁠https://www.linkedin.com/in/erik-owens-09013945/⁠

💼 Presenting Sponsor:  

Pinnacles Distillers Yeast from AB Biotek

We provide yeast products for the whiskey and spirits sectors and offer superior technical support and collaboration for effective customer solutions.  We’re your partner in distilling.

⁠https://www.abbiotek.com/⁠

https://www.linkedin.com/company/ab-biotek/

🌟 Support "Voices of Distilling":  

- Rate & Review: If you enjoyed this episode, please leave us a rating and review. Your feedback helps others discover our show!

- Become an ADI Member: Dive deeper into the world of distilling, attend our annual conference, and join a vibrant community. https://distilling.com/resources/join-adi/

🔔 Stay Connected:  

- Subscribe: Don't miss an episode! Subscribe to our channel.

- Social Media:  

  - Facebook: https://www.facebook.com/americandistilling/

  - LinkedIn: https://www.linkedin.com/company/american-distilling-institute/

  - Instagram: https://www.instagram.com/americandistilling/

📧 Contact:  

For inquiries, partnerships, or suggestions, email us at ronnell@distilling.com

🥂 Thank you for tuning into "Voices of Distilling". Until next time, cheers to the spirits that bind us!

Connect with Travis

https://www.linkedin.com/in/thevolliman/

Connect with Josh

https://www.linkedin.com/in/joshua-schluep-7b538b222/

Volli Communications

http://www.vollicomm.com/

Thank you to our Partners

South Puget Sound Community College

https://spscc.edu/craft-beverage-bas-campaign

Magic Mind - use code Businesandbourbon

https://magicmind.com/

Join our Community

https://www.businessandbourbon.live/

Work with Ronnell

https://www.ronnellrichards.com/

#businessandbourbon  #entrepreneurship  #businesstips #whiskey #business #bourbon

Connect with Tim

https://www.linkedin.com/in/timothy-joos-79096a1/

Warner Telecomm

https://www.warnertelecomm.com/

Thank you to our Partners

South Puget Sound Community College

https://spscc.edu/craft-beverage-bas-campaign

Magic Mind - use code Businesandbourbon

https://magicmind.com/

Join our Community

https://www.businessandbourbon.live/

#businessandbourbon  #entrepreneurship  #businesstips #whiskey #business #bourbon

Connect with Reagan

https://www.linkedin.com/in/reagan-roberts21/

Thank you to our Partners

South Puget Sound Community College

https://spscc.edu/craft-beverage-bas-campaign

Magic Mind - use code Businesandbourbon

https://magicmind.com/

Join our Community

https://www.businessandbourbon.live/

#businessandbourbon  #entrepreneurship  #businesstips #whiskey #business #bourbon

Connect with Robert

https://www.linkedin.com/in/robert-bowling-4516308/

Thank you to our Partners

South Puget Sound Community College

https://spscc.edu/craft-beverage-bas-campaign

Magic Mind - use code Businesandbourbon

https://magicmind.com/

Join our Community

https://www.businessandbourbon.live/

#businessandbourbon  #entrepreneurship  #businesstips #whiskey #business #bourbon

Connect with Jo

https://www.linkedin.com/in/jo-jolynn-hauser-0a6a161/

Thank you to our Partners

South Puget Sound Community College

https://spscc.edu/craft-beverage-bas-campaign

Magic Mind - use code Businesandbourbon

https://magicmind.com/

Join our Community

https://www.businessandbourbon.live/

#businessandbourbon  #entrepreneurship  #businesstips #whiskey #business #bourbon

While you're waiting for Business & Bourbon, please check out and subscribe to Shut The Hell Up And Sell, the podcast hosted by Ronnell Richards, the President and Founder of Business & Bourbon. This podcast is based on his Best Selling book of the same name. Veteran Sales Leaders share their stories and simple advice for building and maintaining a successful sales career.

Subscribe to Shut The Hell Up And Sell

https://www.shutthehellupandsell.com/thepodcast

https://www.shutthehellupandsell.com/thepodcast

Buy The Book https://www.shutthehellupandsell.com

Check out Ronnell  https://www.ronnellrichards.com

LinkedIn https://www.linkedin.com/in/ronnellrichards

Instagram https://www.instagram.com/imabusiness.man

www.shutthehellupandsell.com

www.ronnellrichards.com

Greg Johnson- https://www.linkedin.com/in/gregory-c-johnson/

https://www.linkedin.com/in/jeffperkins1/

https://www.businessandbourbon.live/

Eric Chanh - linkedin.com/in/eric-chanh-8425873

Richie Michaels - https://www.linkedin.com/in/richiemichaels

Stephen C. Baity - linkedin.com/in/stephan-c-baity-b7636b39

Jordan Mendoza - linkedin.com/in/jordanjmendoza

Michelle Taylor-Willis - linkedin.com/in/michelletaylorwillis

Get Ready For Social  https://forms.gle/khiAs7uwvTuHzkEV6

Join Our Community  www.businessandbourbon.live

Sander Biehn - linkedin.com/in/sander-biehn-socialselling

Join Our Community www.ronnellrichards.com

Get Ready For Social https://forms.gle/2VkwPoCuyYnqwe5C8

Get Covideo https://covideo.ronnellrichards.com

https://www.linkedin.com/posts/ronnellrichards_success-motivation-leadership-activity-6796095322843090945-9vUJ

Join Our Community www.businessandbourbon.live

Join Our Community www.businessandbourbon.live

Ted Jenkin - linkedin.com/in/theceoadvisor

Rick Hale - linkedin.com/in/rickhale1

Rennie Curran - linkedin.com/in/renniecurran

Rennie Curran - linkedin.com/in/renniecurran

Ken Lundin - linkedin.com/in/kglundin

Suzanne Spaner - linkedin.com/in/suzanne-spaner-hotel-insider

Ike Ikokwu - linkedin.com/in/ikeikokwu

Kelly Whitfield- linkedin.com/in/kellycarsonwhitfield

Joy Dunkin - linkedin.com/in/joydunkin

Apple- https://podcasts.apple.com/us/podcast/day-drinking-with-ronnell-richards/id1493503186

Spotify- https://open.spotify.com/show/6i4PTdQ5bvAVLP99pBlCaW

Randall Blizzard - linkedin.com/in/randall-blizzard-390585155

How did he do it?  What makes him so special?  Of all his life experience he can sum up where his drive and work ethic comes from.  A seventh-grade experience mowing lawns for his Dad.  It's one of the best stories we've heard on B&B on the impact parents and caregivers can have in the direction of a child's life.

In this episode, we talk about what prepared Nick for success and the challenges that lay ahead.  He drops some major knowledge that anyone with Entrepreneurial aspirations can benefit from

Nick Huber - linkedin.com/in/sweatystartup

Randy Reimersma - linkedin.com/in/randallriemersma

Then life throws you a curveball or sucker punch.  Now what?  Life events can change the trajectory of our lives either for good or bad all depending on how we handle them.

This week's episode is about handling those life events.  How do we navigate them and use those experience to fuel our success.

June is part of a wave of amazingly talented professionals who are leveraging technology and old fashioned relationship-building to help build great business communities in cities like Missoula, Tulsa, Salt Lake City, Raleigh and so many more.  

June shares her great story from Humboldt and beyond and drops serious wisdom and marketing gems.

June More - linkedin.com/in/junelmoore

Mark Hayes - linkedin.com/in/mark-hayes-26aa43a

In this episode, we bring in veteran Journalist and Anchorman Mark Hayes to discuss his journey from television into Entrepreneurship.  

Mark Hayes - linkedin.com/in/mark-hayes-26aa43a

Our first Podcast to be released is the People in Packaging podcast hosted by Adam and Ted.  Join them as they share educate on everything related to the packaging industry and beyond.  These industry veterans know their industry, craft and how to raise kids, shoot a jump shot and the history of hip-hop...lol.  Bottom line is you'll be entertained and educated.  You can subscribe using the link below.

Make no mistake you need some Monster in you if you are to succeed as an Entrepreneur.  Much like Dr. Jekyl and Mr. Hyde, that Monster can creep into and start taking over the other aspects of your life.

I've invited many courageous Leaders to join the Podcast this Season and share their stories.  They've been open, honest and vulnerable.  For our Season One Finale, I thought it only fitting I return the gesture and introduce you all to my wife, to share our story and her story of being Married to "The Monster".

Melanie Richards - linkedin.com/in/melanie-p-b09a024 

Darrah Brustein - linkedin.com/in/darrahbrustein

Abhi Golhar joins the show to share some Real Talk about investing that applies to EVERYONE.  We talked about easy investment strategies, youthful mistakes we'd change and his love of all things fancy...  He shared some priceless advice you don't want to miss.

Abhi Golhar - linkedin.com/in/abhigolhar

Thanks for listening, here's the recipes for the drinks we enjoyed during this episode.  Cheers!

Cross Country Snow

1oz Gin (you can sub vodka or tequila)

.5oz White Grapefruit Syrup 

(Syrup made by combining the juice and zest of 5 large white grapefruits and reducing over low heat by half.  cool and sweeten with sugar in an 1:1 ratio)  

.25oz lemon juice

.25oz Ancho Reyes Verde

Shake with large ice cubes 20 shakes

Strain into a Collins glass over fresh ice

Top with Prosecco or other Dry sparkling wine

Garnish with a Peel of Grapefruit.

Mezcal Old Fashioned 

  2oz Bahnez Espadin Mezcal

.25oz agave nectar

2 dashes Peychaud's Bitters

2 dashes Bitter Truth Chocolate Bitters

Stir 60 revolutions over cracked ice.

Strain into a Double Old Fashioned Glass.

Garnish with a large expressed orange peel left in the glass.

Morgan Wider - linkedin.com/in/morganwider

James has gone from a life of chaos and substance abuse to building a powerful personal brand, reclaiming his life and building an impressive career.  This was one of the most entertaining and empowering podcast I've done.  

Look, substance abuse in the business world is real and no one is above it or immune from it.  Whether it's illegal substances, controlled pharmaceuticals, alcohol, food(YES I SAID FOOD), we all have been touched by it in one way or another.  This is what Business and Bourbon is about, #RealTalk with #RealPeople.  No filter and no censorship, real experience and wisdom shared.  Let's grow together.

James Buckley - linkedin.com/in/jamessaywhatsalesbuckley

In this episode we get REAL!  I channel my inner "Oprah", Adrion and I discuss the island that is Entrepreneurship and Leadership.  We may all be on islands but it turns out our islands are all in shouting distance...  There is help and there are others who can identify and give guidance.

We're going to get deep into the challenges a first qtr Entrepreneur has and how to get through it.

For more Business and Bourbon info like our events and video series, go to https://businessandbourbon.net

If you like our Pod please give it 5 stars and a review.  If not, have another drink, it'll sound better...

Adrion Porter - linkedin.com/in/adrionporter

Teddy was like most of our listeners, working a corporate job and enjoying the security that comes with that.  15 years ago he chose to forgo that security for the world of Entrepreneurship...  Why the hell would anyone leave a great income and security for the volatility of of Entrepreneurship?

Well we talk about why, how and what steps it takes.  We had some REAL TALK and some great drinks while sharing Teddy's experience and some REAL actionable advice for the wouldbe Entrepreneur.  

We also talk about Janet Jackson, Louis Xiii and some other fun authentic bar talk.  Pull up a chair and enjoy some Business and Bourbon with us.

I decided to invite Shelby a professional, educated Millennial to the bar to talk about what it's like being a Millenial in the "Real World".  We talked about the unique challenges their generation faces and strategies for all the Gens to collaborate and leverage each other's talents for success.

We also talked about the latest tools in Baby Boomer Technology, Fred Flintstone Calculators, Makers Mark, Kylie Jenner and Fake Success.  Pull up a chair, pour your drink and listen in.