Selling shouldn’t feel like pressure, persuasion, or pretending to be someone you’re not.

But for a lot of leaders, it does. In this episode, Dr. J.J. Peterson sits down with Bob Burg, co-author of The Go-Giver, to unpack why so many people feel uncomfortable with sales—and how a simple shift in perspective can change everything.

They explore what happens when you stop trying to “get” the sale and start focusing on creating value, building trust, and actually helping the person in front of you.

Because the problem isn’t selling, it’s how we’ve been taught to think about it.

If this perspective resonates, share it with someone who has ever felt that tension—the pull between wanting to serve and feeling like they have to sell.

They may not need better tactics.

They may just need a better definition.

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