Joby Malkin

Most of what you call your personality is just the system talking.

It's the reason the meeting feels like a cage. The reason you dress up what you do, bury the price, and rehearse being someone easier to say yes to. The reason you can name the dread, the boredom, the quiet rage, but not the cause.

I spent twenty years selling. Retail, tech, advertising, charity. I was told I was a natural. It took me eighteen of those years to work out what the "it" actually was, and when I finally did, I wrote it down so you don't have to burn two decades finding it.

It's a system. I call it SPEED. And here's the truth it's built on: people don't buy products, they buy outcomes. They buy the thing they're desperate to become, or the cage they're desperate to leave.

Chances are you already feel the cage. You just can't name it yet. I can. And I'll show you the door, one step at a time.

Start here. Five questions. You'll know where you're stuck, and you won't have to guess your way out.