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Winning Hearts & Minds: Lessons from Sun Tzu Part 4

By / / Sales Culture, Sales Leadership, Sales Planning, Sales Strategy

In 30 seconds

As AI reshapes sales and customer engagement, adaptability has become essential for success. Sun Tzu’s wisdom reminds us that “In the midst of chaos, there is also opportunity.” Businesses that embrace change, remain agile, and refine their strategies will seize new opportunities, while those that resist will fall behind.

To thrive, businesses must sell the way buyers want to buy, using multi-channel engagement and personalised interactions. AI should be used as a support, not a substitute, enhancing insights and efficiency while keeping human relationships at the core. Continuous refinement of sales strategies is vital—what worked yesterday may not work …

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Winning Smart, Not Spending Big: Lessons from Sun Tzu Part 3

By / / Sales Planning, Sales Strategy

In 30 seconds

SMEs don’t need massive ad budgets to succeed—they need strategy, adaptability, and relationships. Sun Tzu teaches that victory comes from knowing the terrain, and in business, that means leveraging trust, partnerships, and precision over brute force marketing.

Rather than competing head-on, SMEs can take an indirect approach, using referrals and targeted outreach to win without overspending. Creating a strong market presence through thought leadership and strategic alliances allows businesses to compete effectively without massive costs.

Success isn’t about spending more—it’s about playing smarter. If you’re looking to refine your strategy and maximise impact without overspending, let’s start the conversation.

In 2 …

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Winning the Right Customers: Lessons from Sun Tzu Part 2

By / / Business Growth, Sales Market Segmentation, Sales Strategy

In 45 seconds

Success in sales isn’t about reaching everyone – it’s about reaching the right people. Many businesses waste time chasing any potential lead, only to have their message lost in the noise. Sun Tzu reminds us that “Victorious warriors win first and then go to war.” The same applies to sales – those who position themselves strategically win before they even compete.

SMEs must occupy the right ground, understanding who they serve best and where competitors fall short. Instead of fighting on price or scale, they should compete with expertise, personalisation, and storytelling. A strong positioning strategy ensures businesses stand …

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Winning Smart, Not Hard: Lessons from Sun Tzu Part 1

By / / Business Growth, Sales Strategy

In 45 seconds

In today’s AI-driven marketplace, SMEs can’t compete on sheer volume like large corporations. Instead, success comes from strategic positioning, adaptability, and human connection. As Sun Tzu said, “Know yourself and your enemy and you need not fear the result of a hundred battles.” Understanding AI’s impact on sales—how it filters information and blocks traditional tactics—is essential.

SMEs must use AI as a tool, not a replacement, prioritise authenticity over automation, and focus on depth, not breadth. A clear go-to-market strategy ensures businesses reach the right audience with compelling messaging. Success isn’t about doing more—it’s about doing the right things …

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Selling in the Age of AI: Adapting to the Transformation of Procurement & B2B Sales

By / / AI & Data, Procurement, Value Based Selling

In 45 seconds

AI is transforming B2B sales by taking over routine, transactional decisions, acting as a data-driven gatekeeper for purchasing. For simple purchases, AI analyses options, predicts outcomes, and streamlines processes, reducing human involvement. However, in complex sales—like implementing supply chain solutions or sustainability initiatives—human expertise remains essential. Sellers must adapt by optimising product data for AI evaluation while leveraging uniquely human skills, such as trust-building, stakeholder alignment, and creative problem-solving. And most of all align AI provided analysis with these human factors and convey a conclusive/unamibiguous/compelling message (I’m thinking here about the fusion of AI skills and human skills, …

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Integrity in an Age of Shamelessness: A guide for leaders, young & old

By / / Ethics & Values, Leadership

In 45 seconds

Leadership is facing a crisis. Charisma is mistaken for competence, and shamelessness* is rewarded over integrity. This article unpacks the dangers of shameless leadership—where moral disengagement, exploitation, and division thrive—and offers a blueprint for ethical leadership that prioritises accountability, empathy, and trust.

Drawing on insights from Dr. Tomas Chamorro-Premuzic and Albert Bandura, we explore how society’s preference for confidence over competence allows unqualified, self-serving individuals to rise to power. True leadership, however, requires humility, responsibility, and purpose. By understanding the difference between healthy and toxic shame, leaders can foster cultures of trust rather than coercion.

For the next generation of …

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The Power of Micro Moments of Humanity: Small Acts, Big Connections

By / / Attitudes & Behaviours, Brain Science, Communication, Life Skills

In 30 seconds

In a fast-paced, disconnected world, small interactions, what I have termed—micro moments of humanity—can transform how we connect with others. These fleeting exchanges, like a shared smile, a thoughtful question, or genuine attentiveness, help us see, hear, and value the people around us. They foster trust, empathy, and a sense of belonging, reminding us of our shared humanity.

Micro moments are about mindful presence and gentle curiosity. Asking meaningful questions like “What’s something that made you smile today?” opens space for authentic connection. These small acts not only make others feel seen but also enhance our well-being by releasing …

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2025 Summer Reading & Podcast List

By / / Emotional Intelligence, Leadership, Life Skills, Sales Leadership, Sales Research, Sales Strategy

Just as the Australian summer holiday season is wrapping up and children are going back to school, many are turning their minds to the year ahead. 2024 had a lot of ups and downs, so in preparation for 2025, we’ve prepared a selection of some of our most popular articles and podcasts plus a video that will help you navigate your way forward with more clarity, confidence, and courage.

A Selection of Articles

Navigating the Brave New World of Sales

Sue Barrett and Alex Fein (Researcher, RedBridge) unpack the major shifts transforming the sales and business landscape. From navigating political volatility and …

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building-rapport

Have We Lost the Ability to Build Rapport?

By / / Attitudes & Behaviours, Brain Science, Communication, Sales Skills

In 30 seconds

In a world dominated by social media and hustle culture, the art of building rapport—a vital human skill—feels increasingly lost. Rapport fosters trust and connection, yet today, interactions often feel superficial, transactional, and lonely. Biologically, our brains are wired for connection through mechanisms like mirror neurons and oxytocin, but these are disrupted by online performances and self-promotion. Oversharing and invasive behaviour further erode trust, while dangerous personalities like social narcissists exploit others under the guise of charm. Reclaiming rapport requires authenticity, empathy, and listening with intent

In 2 minutes

Rapport is a vital part of human interaction, the glue that …

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A Journey of 30 Years: Taking the Road Less Travelled with Humanity at the Core

By / / Business Growth, Everybody Lives By Selling Something, Leadership, Sales Pioneer

In 45 seconds

In 1995, with just $3,000, I set out to transform sales from soulless transactions to human-centred connections based on trust and shared value. Thirty years on, this philosophy has not only endured but become a cornerstone for navigating today’s complex business world.

The journey has been extraordinary, built on key lessons: humanity always wins, systems bring clarity, purpose drives progress, collaboration fosters change, and human-centred practices break down silos. Barrett’s Sales Operating System exemplifies this, turning chaotic sales processes into scalable success.

Inspired by David Bowie’s courage to embrace change, I’ve made it my mission to empower businesses and people …

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