This book introduces the concept of 'The Gap and The Gain', developed by Dan Sullivan, which helps high achievers understand why they are often unhappy despite their accomplishments. It explains that measuring oneself against an ideal (the Gap) leads to dissatisfaction, while measuring against past achievements (the Gain) fosters happiness, gratitude, and motivation. The book is a masterclass on positive psychology, healthy relationships, mental well-being, and high-performance, offering practical advice on how to shift focus to appreciate progress and achieve greater fulfillment and success.
In 'Who Not How', Dan Sullivan and Dr. Benjamin Hardy introduce the 'Who Not How' framework, which challenges the traditional 'how' mindset by encouraging readers to ask 'who' can help achieve their goals. This book teaches how to delegate tasks effectively, find experts who can handle specific challenges, and create transformational relationships. By adopting this mindset, readers can free up time, build supportive teams, and achieve their biggest goals while maintaining personal freedom and reducing burnout.
Business coach Dan Sullivan and marketing and advertising geniuses Joe Polish, Dean Jackson, and Mark Young have all been friends and business colleagues for years. Now, they’re teaming up as the Super Partners for a very special podcast episode where they talk about what marketing really means and provide examples of elegant ideas that entrepreneurs can use to better engage their audiences.
Here’s some of what you’ll learn in this episode:
- Solutions that mean no more cold calls or door-to-door sales.
- The purpose of advertising.
- How advertising can be used to help people.
- The difference between marketing and sales.
- Why selling has gotten a bad name.
- What’s changed since Dan founded The Strategic Coach® Program 35 years ago.
- Why direct mail is still the greatest form of marketing in the world.
Show Notes:
Everyone who has a business is going to have to do marketing and selling.
One elegant idea is worth more than 1,000 semi-good ideas.
Perfect has become the enemy of good.
Anything you put in front of somebody is marketing.
Only the hungriest fish snap at the crappiest bait.
Once you figure out marketing, it's the ultimate leverage.
Marketing is the aggregate of all the steps you take to go from somebody not knowing you all the way to them being engaged in a relationship with you.
Once you figure out a marketing algorithm, it works again and again.
You can create control in your future if you learn how to put a message out there that causes people to want to give you money.
There are businesses that die of starvation, and there are businesses that die of indigestion.
The average person receives between 5,000 and 24,000 advertising messages daily.
Part of sales is just connecting with someone.
People don't buy from you because they understand what you do. People buy from you because they feel understood.
Dan’s definition of selling is getting someone intellectually engaged in a future result that's good for them and getting them to emotionally commit to take action to achieve that result.
Resources:
I Love Marketing podcast
10xTalk podcast
American Happiness podcast
Cloudlandia podcast
HYPNO-TI$ING by Mark Young
Video: “Is Selling Evil?” by Joe Polish
Who Not How by Dan Sullivan and Dr. Ben Hardy
The Gap And The Gain by Dan Sullivan and Dr. Ben Hardy
10x Is Easier Than 2x by Dan Sullivan and Dr. Ben Hardy
Strategic Coach®
Mark Young
Jekyll + Hyde Labs
Dean Jackson
The 8 Profit Activators
Joe Polish
Genius Recovery
What’s Your Cleator?
Multiplier Mindset® with Dan Sullivan 
