In this episode of The Art and Science of Complex Sales, Paul Fuller is joined by Adam Boyd, CEO of The Northwood Group. Drawing on a career in sales training and leadership development, Adam brings a rare combination of humility, practical wisdom, and candid storytelling. In this conversation, they explore what truly drives performance in sales and leadership and reveal why chasing someone else’s path often leads to frustration rather than fulfillment.

Why Fear Motivates More Than Greed (5:19)

Too often, leaders assume salespeople are motivated only by money. In reality, Adam sees fear—of missing quota, losing a job, or letting family down—as a far stronger driver. The best leaders, he says, replace fear-driven validation with purpose-driven impact, creating teams that sell with confidence rather than anxiety.

The Connection Between Leadership and Sales (18:23) Leadership and sales share the same core elements: a clear objective, alignment of interests, being other-focused, knowing yourself, and strong communication. Without these, both sales calls and team management falter. Adam emphasizes that managers must invest in understanding what truly motivates their people instead of assuming everyone shares the same goals.

Why You Need to Play Your Own Game (29:25)

One of Adam’s most personal insights is the danger of comparing yourself to others. He candidly shares how chasing someone else’s career path left him feeling like a failure—until he realized fulfillment comes from playing your game, not theirs. For sales leaders and reps alike, this mindset shift can be transformative: stop measuring yourself against others and focus on being the best version of you.

👉 Listen to the full conversation with Adam Boyd and discover how to build sales careers and teams rooted in clarity, confidence, and authenticity

In-person SKO: Avoiding stress and achieving success, with Stephanie White

Key talking points: