“The Go-Giver” is a career-changing book for many professionals. In this episode, co-author Bob Burg talks about value, influence and changing the way you look at business.

Bob starts with an overview of the 5 Laws of Stratospheric Success: Value, Compensation, Influence, Authenticity and Receptivity.

Then Bob talks about INTRINSIC VALUE: the value that’s built into your experience. These can also be broken into five parts: excellence, consistency, attention, empathy and appreciation. This is what you’re giving people. Notice that Burg lists “consistency” as part of excellence. He also emphasizes individual attention (even in a group setting) and appreciation – which doesn’t mean “discounts”.

Bob says “The key to receptivity is staying open to

“Probably the biggest upside-down misperception about selling is that it’s about taking. And it’s not! Selling is all about giving.” 

He continues:

“Selling is simply discovering what the other person needs, wants or desires and helping them to get it.”

Bob has never heard our “No-Sweat Intro” or “Bright Spots” interview questions, but he virtually walks through the entire conversation verbatim. Start with a conversation. Ask questions. Make a recommendation as a coach–not as a salesman. This is why offering a “free CrossFit trial”

Bob mentions “How To Win Friends and Influence People” by Dale Carnegie, which I give to every prospective coach at Catalyst.

“Ultimately, people do things for their reasons, not our reasons” – Dale Carnegie

Here are 3 things Bob learned from Harry Browne’s book, “The Secret of Selling Anything.

  1. Everyone seeks happiness
  2. Happiness is relative
  3. Resources are limited.

How does a “Go-Giver” say NO to clients who are bad fits or opportunities that will squander their limited time and attention? Bob gives us tactful ways to do so.

“I’m not a big believer in being a martyr.”


A quick overview of The Go-Giver:

You can go to Bob’s website www.TheGoGiver.com and immediately download Chapter One from his international bestseller The Go-Giver and access lots of value-added resources such as the special report, The Go-Giver Way: Five Principles for Creating a Culture of Excellence.

Buy The Go-Giver series here:


Music in this episode by The Blessed Cassettes.

Recorded on August 11, 2016.

Two-Brain Business is now available on Audible.com!

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