In this episode, we explore how Smirnoff turned vodka - an unknown spirit in 1930s America - into a global phenomenon by rebranding it as “white whisky.” It’s a story of revolution, resilience, and clever positioning, with a powerful lesson for anyone in sales: don’t push people too far, too fast. Meet them where they are, then guide them half a step forward. You’ll walk away with a practical exercise - the Half-Step Test- that helps you sharpen your pitch and connect more effectively with clients.

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