If you’ve ever felt desperate for a sale... read this!

I’m going to say something that might sound completely wrong at first:

Outcomes don’t matter.

Yeah… I know.
If you’re in business, that probably sounds insane.

Of course outcomes matter, right?
Sales matter. Revenue matters. Results matter.

But stay with me for a second.

Here’s what I’ve been noticing lately, in my own life and in conversations with other business owners:

We’re often walking into conversations already thinking about the outcome.

The sale.
The money.
What we need this deal to do for us.

And the truth is… that pressure leaks.

Even if you don’t say it out loud, people can feel it.

I remember a moment years ago that made this really clear for me.

I was working with an accountant, and one day I overheard a conversation about their payroll for the week. Later, when I asked how much I owed… the number they gave me matched that payroll almost exactly.

Maybe it was coincidence.
But it didn’t feel like it.

It felt like desperation.

And as a customer, it made me want to run.

That’s the part we don’t talk about enough:

People can feel desperation, and they naturally move away from it.

So when we’re focused too much on the outcome, especially in sales or business conversations, we unintentionally push people away.

Which leads to the real question:

If not the outcome… then what should we focus on?

This is the shift that’s been changing how I think about everything:

Care more about the SAIL than the SALE.

Not just the transaction…
but the direction.

Your role in any conversation isn’t to “close.”
It’s to guide.

Because in every story, there are only three roles:

• The hero

• The guide

• The villain

And your customer? They’re not the guide.

That means you have to be.

Your job is to help them set their sail, to move in the direction that’s actually right for them.

Sometimes… that direction leads to you.

Sometimes… it doesn’t.

And that’s exactly why outcomes can’t be your focus.

Because when you truly show up as a guide, when you genuinely care about where they need to go, something powerful happens:

People trust you.
People remember you.
People come back to you.
And even when they don’t… they refer others to you.

Why?

Because they felt that you cared.

And at the end of the day, that’s what really drives everything.

Not pressure.
Not desperation.
Not forcing the outcome.

Just… care.

If I’m being honest, this is something I still catch myself slipping on.

It’s easy to fall into scarcity.
To think about what I need.
To feel that pressure.

But every time I shift back to this,
to just helping someone move in the right direction,

everything gets lighter.
And ironically… the results tend to follow anyway.

I’m curious, have you ever felt this?

Like you needed an outcome so badly that it actually worked against you?

Hit reply and tell me. I read every response.

And if you want to hear the full breakdown of this idea (including the full story), you can watch the full video, and subscribe if you want more conversations like this.

Worth checking out 👀

Just sharing these in case they’re useful to you:

• Let’s connect: My LinkedIn profile 🌐
• A book worth your time: The Delegation Trap 📚
• What we’re building: A look at what we’re working on with AI 🤖
• Currently reading: The book on my nightstand right now 📖
• Tool I’ve been using: helps you optimize content so the right people actually find it 🛠️

Quick one, if you’re a physician… 👨‍⚕️

I’ve been building something called AiM (AI & Marketing) Rounds. it’s a space for real conversations, not surface-level but honest discussions about growth, ai, and what’s actually happening inside practices.

If that feels relevant to you, just reply “JOIN AIM” and I’ll send you the WhatsApp community link.

Simple as that. 😉

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Appreciate you being here.

Talk soon,
Atiba