Why do so many companies struggle to grow—even when they have talented sales teams and visionary executives? On the next episode of A New Direction, I, Coach Jay Izso, sit down with Wall Street Journal Best Selling Author Scott Edinger to discuss his latest book, The Growth Leader. Scott’s research uncovers a costly disconnect between the C-Suite and the sales force—driven by the fact that business strategy and sales strategy often live in separate worlds. The result? Leaders obsess over quotas and transactions instead of delivering a powerful, customer-driven experience.

In The Growth Leader, Scott shows that bridging this gap is not just possible—it’s essential. And it starts with what he calls The 5 Flags Start: Define Success, Embrace Your Power Play, Identify Your Customer, Create Value, and Execute. Each of these steps is a practical move any leader can take to transform how their organization thinks about growth, sales alignment, and customer engagement.

During this episode, Scott will break down each of these 5 Flags, revealing how they help leaders align their vision with real-world sales execution. You’ll hear why defining success goes far beyond revenue targets, how to identify your “power play” that differentiates you in the market, why knowing your customer is non-negotiable, and how creating true value leads to stronger, longer-lasting business relationships. And finally—how to stop talking about growth and start executing it.

If you’re an executive, entrepreneur, or sales leader who’s tired of missed targets, siloed thinking, and wasted potential, this is the episode you can’t afford to miss. Join us live Wednesday, August 13th at 5:30 pm Eastern, and discover how to align your strategy, empower your sales team, and lead your organization into sustainable, customer-focused growth.

Scott Edinger‘s book, “The Growth Leader: Strategies to Drive the Top and Bottom lines” is fundamentally and practically fantastic!

The bottom line is this, you as a CEO want your team to sell more, you get frustrated because they are not selling.  So what do you do?  You send them to more training.  You give them more books to read.  And what do they come back with? More scripts, more words and phrases, how to convert, etc. And that’s your problem!  Because do you know what is missing from all of this?  Zero focus on the customer experience…ZERO!

Scott Edinger uncovers all of this through research and his success in the consulting field working fortune 50 clients, and finds the same problems occur in every business.  The business strategy is not connected to the sales team, which is the front line of your business, and closest to the customer, and rather than focus on the customer experience, they focus on quotas.  It doesn’t work!

This book is the straight talk about why your sales team is failing and, why you are not achieving the revenues that you desire.  It comes down to this one statement:  “You don’t have a sales problem…you have a leadership problem”.  And if you think clever sales techniques are the answer to your sales issues, or that by adding more pressure to your sales team will increase sales…think again… Because you’re really not acting as a Growth Leader.

Great book! Get your copy here!

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