Car Conversations: E2 Stop selling, start educating

This week's car ramble is about sales — and why so many founders are brilliant at selling everyone else, and terrible at selling themselves.

We don't think twice about raving about a product or a bit of advice someone gave us. But when it comes to our own business, suddenly "I am great" feels excruciating to say out loud.

Here's what's worked for me: stop selling, start educating. Rather than telling someone what you do, tell them why it's good — the actual outcome for them. I use the boring example of insurance: nobody wants to hear about the premium, but explain the true cost — cheap cover now vs. a bigger bill later — and suddenly it's not a sales pitch, it's useful information.

And when it comes to selling yourself as a founder specifically: lead with passion, not credentials. Passion is catching — it turns into education without you even trying. No price talk, no competitor comparisons, just why people should buy from you.

Complicated Conversations: honest conversations about the reality of it all, from Jodie Horgan, founder of The Complicated Coach and Complicated Co.