Which 10% is yours?

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Sales is a profession built mostly around extroverts.

The classic stereotype is the glad-handing, highly charismatic, energy-projecting closer who can work a room without breaking eye contact.

I’ve never been that person.

I’m an introvert with social anxiety. Crowded rooms drain me. Networking events leave me wanting a dark space and a cozy blanket.

For most of my early career, this looked like a problem I had to fix.

The advice I kept hearing from peers and managers was to fake the extroversion, to "be more on" in rooms, and try to grow into the stereotype of the role.

I tried that for years, and it didn’t work. The harder I tried to be louder, the more depleted I became, and the worse I was in front of customers.

My shift started by working through the Craft Continuum Model I shared last week (though I didn’t call it that and wasn’t consciously doing it). I stopped competing in the same area as everyone else. I found the one area where I could be unreasonable, and I did that with my fullest conviction.

For me, that space was writing.

The follow-up email. The discovery call notes. The strategy deck. The QBR update. The internal status sync. Most of selling requires competence. Most of selling is also where the talented introverts who never developed an unreasonable edge end up struggling.

I built my career on writing instead.

These were emotionally sensitive pre-call emails that commanded attention. Open letters structured like future-leaning press releases, sent in the mail and hard to ignore. Account strategy narratives were written before the first meeting and revised after every conversation, so that by the time a deal was in its late stages, the prospect was reading their own transformation back in the language we had built sentence by sentence.

Writing became my one unreasonable edge.

It was also, not coincidentally, where the biggest deals of my career came from. Every seven- and eight-figure transformation deal I closed had a written artifact at the center of it.

The deal didn't happen because I was a great talker, presenter, or negotiator. The deal happened because, somewhere in the process, a busy executive received a piece of writing aimed precisely at them, on a topic they cared about, with enough specificity to feel crafted rather than templated.

My writing did all the talking for me.

I doubled down. I started publicly writing about the success of writing in sales. I did not split my attention across platforms. I did not start dabbling on Instagram and YouTube to try to be everywhere at once. I wrote on LinkedIn until I was a Top Voice and built a substantial following. I wrote an ebook about how I systematically earned seven figures a year on repeat in tech sales, which generated six figures in sales within the first 140 days.

The lesson is not "everyone should be a writer."

The lesson is that there is exactly one unreasonable move you can make in your current role that can build into something that moves you to a higher level, and the longer you delay naming and claiming it, the longer you will spend competing in the same area everyone else is already making the same noise in.

Last week, I gave you the Craft Continuum Model and told you the 10 percent is where you operate today in corporate tech sales. Then I left you without answering the obvious next question: which 10 percent?

You can't place a skill on the Continuum until you know which skill is worth placing.

Here's how I choose. It starts by asking these three questions.

Anything that clears all three is yours. Pick the single one that would make the rest of your work easier, and put that one on the Continuum.

Then, I ask the focusing question, which is taken from the book The ONE Thing by Gary Keller:

What is the ONE Thing that, by doing it, makes everything else easier or unnecessary?

Next week I'll show you what orchestrating better actually looks like: I finished and sent a 57,000-word manuscript from the road, and the system behind it is the thing I want you to have. After that, I’ll discuss the AI twin I've been building to help you do more purposeful work. Then, the full plan for Learning Path 6: AI Fluency, where you can learn how to put this all into action for yourself to work smarter, earn more, and create more value.

→ Hit reply with the one area you picked. I read every response, and what you send me is directly shaping Learning Path 6.

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