I Stopped Selling the Transformation

_{[Read time: 1.25 minutes]}

For years, I sold the transformation.

That was the offer: You’re here. I’ll get you there.

Until I realized that was the wrong move.

Transformation sounds good.

And it is good.

But it also feels heavy.

It feels like change.

And most people aren’t buying change.

They’re buying relief.

A clean, believable, very specific next step.

I’ve struggled with this.

Because what I’m actually best at is the whole big-picture business strategy.

But when I led with that, people froze.

No one wants to rebuild the engine.

They just want help with the flat tire.

Here’s the thing, though:

Sometimes the tire’s flat because the alignment’s off.

And the alignment’s off because the engine mount is cracked.

But you can’t sell someone a new engine when they just came in for a tire.

I’ve stopped selling the business transformation.

I’ve stopped selling the intangible.

I’ve stopped selling.

Instead, I started searching.

Searching for the first thing they could feel…that you can feel.

The squeaky wheel. The misfire. The pricing problem.

Because once we fix that. And you start to feel a slightly new normal, then you’re ready for a bit more.

One small tweak at a time.

Then one day, you look up and think.

Holy sh**.

This car is amazing.

Thank you for reading.

See you next week.

— Peter

P.S. You don’t need a rebuild. You need a lever. And pricing is usually the first one worth pulling. If you want help finding yours start here.