Continued from Confessions of a Serial Salesman, Episode 53: Part 6!

Josh Cohen: So the, uh, back to the CEO conversation and the brands.

Michael Ralby: Drive it all the way down, CEOs to even the average person.

Steve Nudelberg: You, I mean, Michael, you know lots of people. But, he had no organized way to get in front of those people. And he, while he had a brand, he wasn’t putting the brand in a way that he could build an audience and now he is.

Michael Ralby: It’s so enlightening and so refreshing to be able to embrace the change and to be able to make that choice. Back to your comment earlier about why do people do it? It’s a choice. Every day when you wake up, and if you go embrace it, it’s exciting. You learn from it, and you definitely make mistakes, but you have the ability to create new things, and every day is a new slate — every day’s new fun. Every day is a new way to go ahead and embrace the world that it is. And I’ve never had more fun selling than I’ve had in the last three months.

Steve Nudelberg: And you know why? Because you’re not selling,

Michael Ralby: Exactly.

Steve Nudelberg: You’re just being present and showing what you do well and what you’re passionate about, and people are attracted to that.

Josh Cohen: People are willing sometimes to accept change, are willing to give into change, but very rarely are they welcoming. Are they truly embracing it because we find it just as human beings, you know, we are hunters and gatherers and there’s a routine and a ritual that we find comfort in. That’s just how the human brain-

Michael Ralby: The brain works that way. Flight or fight.

Josh Cohen: Right. You’re going to; you’re going to have to go encounter, you know, genetic, uh, intuition to embrace change. But it’s essential to being successful.

Steve Nudelberg: I give people credit who do it because change is difficult, you know?

Josh Cohen: Yeah, I’m resistant to it.

Steve Nudelberg: Yeah. I mean, I ask people, “What’s the size of your comfort zone?” You know, because if you don’t get out of your comfort zone, you’re going to keep getting what you got. You know, what I’ve been able to do, and I get the daily feedback from people who say, “Wow, man, your energy comes through all your stuff on social media.” It’s because you know what, I am genuinely enjoying the hell out of what I’m doing, and all I’m doing is sharing that. So you can’t, you can’t fake it.

Michael Ralby: What an enjoyable thing to watch too. Thirty-five years together and to watch the last three to four years of your life to see it blossom the way it has and with what is recently going on. It’s exploded. It’s incredible to watch and so exciting.

Steve Nudelberg: My kids think I’m a famous.

Michael Ralby: Well, mine did a long time ago.

Josh Cohen: “My kids think I’m a famous, so.”

Steve Nudelberg: They are like, “Dad, all the guys know you.”

Josh Cohen: Well, congratulations on the new endeavor. To me, it sounds like; it sounds like a merger. It sounds like, “Hey, this is symbiotic. This is synergy, but this is your expertise, our expertise.” And it sounds like that model of, you know, the old Disney one plus one equals three. You guys are better off having joined forces.

Steve Nudelberg: So smart. And this goes back to what you said earlier; it’s, you know, I don’t want Michael to work for me. I want to work together to achieve some new things. And that’s really a note that everybody could take back to their organizations. Because when you make it, “You’re working for me.” It’s adversarial right off the bat. When I say, “Listen, you know, we’re going to work together to achieve some things I couldn’t do on my own and neither could he.” It’s the combination of one and one.

Josh Cohen: Words matter.

Steve Nudelberg: Words matter.

Josh Cohen: Words cause feelings that evoke emotion. You know?

Michael Ralby: People work for Steve out of respect. They respect each other.

Josh Cohen: “With” is, I’m going to the store with him. I’m going to the store for him. Well, “for” is tasks. It’s chores.

Michael Ralby: Right.

Josh Cohen: Subservience.

Steve Nudelberg: And we get into the whole words conversation. People who I’m coaching, I make them remove the word, try from their vocabulary.

Michael Ralby: Amen.

Steve Nudelberg: It’s nebulous. It doesn’t mean anything. What do you mean you will try.

Michael Ralby: It means you already failed.

Steve: You gave yourself room to fail.

Michael Ralby: Right.

Josh Cohen: I’m going to text you a little meme that I wind up DM’ing and texting to all kinds of people. Particularly younger women who say, “I’m going to try,” or “I’m trying.” “I’m trying not to.” And it’s from the greatest philosopher in the history of that galaxy. Mr. Yoda who said, “Do or do not, there is no try” from empire strikes back in 1981 or whatever. And it might be the most significant piece of, you know, I guess mind, not advice, but just in view of-of the, of the entire 20th century, you know, do or do not. Either do it or don’t do it.

Steve Nudelberg: Don’t do it.

Josh Cohen: Forget your try. You know, okay, well maybe you might do it and fail, but you did it.

Steve Nudelberg: The uh, you know, in trying, it validates all of the coaching that is going on at every level of business and sports because as a culture, we’re not accountable. We look for ways out. And if there was one word that we could live this entire year on its accountability, the more accountable you are to what you say and you know, creates what you do. And there’s no secret to success. It’s about massive action, produces massive results.

To be continued in part eight.