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Matthew Elwell

Nick James

Cold to Sold

Serve, Sell & Scale Your Way To Business Success

Foreword – Introduction – Part One: Building Your Expert Business – 1 Performance To Build – 2 Marketing To Build – 3 Pitching To Build – 4 Operations To Build – Part Two: The Perfect Sales Process – 5 The Four Cornerstones Of Successful Sales – Part Three: Before The Written Proposal: The Coalface – 6 Cold Prospect – 7 Prospect – Part Four: After The Written Proposal – 8 Warm Prospect – 9 Hot Qualified Lead – Conclusion – Appendix 1: Cold Calling – Appendix 2: The Scripts – Acknowledgements – The Author

Simple, low-risk experiments for long-term profit growth that you can test right now--from Google's former Chief Evangelist, Nicolas Darveau-Garneau.As a business leader or marketer, if you've been pouring your efforts into efficiency metrics (like customer acquisition cost or return on ad spend) instead of trying to optimize profits, your methodology is unsustainable. In the age of AI, optimizing the wrong key performance indicator can be catastrophic.Whether you work at a Fortune 500 giant, a startup, or a nonprofit, Be a Sequoia, Not a Bonsai gives you a growth playbook that will help you correctly prioritize sustainability over short-term efficiency.With step-by-step guides and hundreds of case studies, Darveau-Garneau will shift how you measure marketing success by teaching you how to: <ul><li>Maximize profitable growth by tracking the right metrics, not vanity metrics.</li><li>Acquire the most valuable customers, not just the most customers.</li><li>Dramatically increase customer lifetime value with practical, scalable strategies.</li><li>Strengthen your brand with modern, profit-driven branding approaches.</li><li>Deliver a customer experience your competitors can't match.</li><li>Build a culture of rapid testing and innovation that keeps you ahead.</li></ul> Nicolas Darveau-Garneau has advised senior executives at more than a thousand companies. He discovered that the fastest-growing 5% all followed these same seven principles. . .The best part? These breakthroughs don't require acquisitions, billion-dollar tech investments, or years of product development. They're simple, testable, affordable, and scalable. And they're all based on one premise: Corporate sequoias prioritize profitable growth, while bonsai concentrate on efficiency and stay small. ". . .a groundbreaking book. Nicolas Darveau-Garneau has distilled thousands of CEO and CMO meetings into a playbook every ambitious leader needs to read--and, more importantly, put into practice every day." --Jasper Malcolmson, Head of Growth at Gusto and Robinhood

Simple, low-risk experiments for long-term profit growth that you can test right now—from Google's former Chief Evangelist, Nicolas Darveau-Garneau.As a business leader or marketer, if you've been pouring your efforts into efficiency metrics (like customer acquisition cost or return on ad spend) instead of trying to optimize profits, your methodology is unsustainable. In the age of AI, optimizing the wrong key performance indicator can be catastrophic.Whether you work at a Fortune 500 giant, a startup, or a nonprofit,&nbsp;Be a Sequoia, Not a Bonsai&nbsp;gives you a growth playbook that will help you correctly prioritize sustainability over short-term efficiency.With step-by-step guides and hundreds of case studies, Darveau-Garneau will shift how you measure marketing success by teaching you how to:<ul><li>Maximize profitable growth by tracking the right metrics, not vanity metrics.</li><li>Acquire the most valuable customers, not just the most customers.</li><li>Dramatically increase customer lifetime value with practical, scalable strategies.</li><li>Strengthen your brand with modern, profit-driven branding approaches.</li><li>Deliver a customer experience your competitors can’t match.</li><li>Build a culture of rapid testing and innovation that keeps you ahead.</li></ul>&nbsp;Nicolas Darveau-Garneau has advised senior executives at more than a thousand companies. He discovered that the fastest-growing 5% all followed these same seven principles. . .The best part? These breakthroughs don't require acquisitions, billion-dollar tech investments, or years of product development.&nbsp;They're simple, testable, affordable, and scalable. And they're all based on one premise: Corporate sequoias prioritize profitable growth, while bonsai concentrate on efficiency and stay small. “. . .a groundbreaking book. Nicolas Darveau-Garneau has distilled thousands of CEO and CMO meetings into a playbook every ambitious leader needs to read—and, more importantly, put into practice every day."&nbsp;—Jasper Malcolmson, Head of Growth at Gusto and Robinhood

The Seven Growth Secrets of the World’s Most Successful Companies

Be a Sequoia, Not a Bonsai

HBR's 10 Must Reads

Put customers at the core of your business.If you read nothing else on marketing, read this book. We've chosen a new selection of current and classic Harvard Business Review articles that will help you connect better with your established customers, develop offerings that attract new ones, and unlock opportunities for growth.This book will inspire you to: <ul><li>Align your sales and marketing teams for maximum impact</li><li>Measure the real-world value of customer loyalty</li><li>Blend human and machine intelligence to manage your brand</li><li>Reap the benefits of psychological targeting, ethically</li><li>Develop influencer campaigns that generate real returns</li><li>Build a customer strategy around personalization</li></ul>This collection of articles includes "Marketing Myopia," by Theodore Levitt; "Net Promoter 3.0," by Fred Reichheld, Darci Darnell, and Maureen Burns; "Analytics for Marketers," by Fabrizio Fantini and Das Narayandas; "Personalization Done Right," by Mark Abraham and David C. Edelman; "What Psychological Targeting Can Do," by Sandra Matz; "Why CMOs Never Last," by Kimberly A. Whitler and Neil A. Morgan; "Are Your Marketing and Sales Teams on the Same Page?," by Kelsey Raymond; "How AI Can Power Brand Management," by Julian De Freitas and Elie Ofek; "Attract New Customers Without Alienating Your Old Ones," by Ryan Hamilton and Annie Wilson; "Does Influencer Marketing Really Pay Off?," by Fine F. Leung, Jonathan Z. Zhang, Flora F. Gu, Yiwei Li, and Robert W. Palmatier; "The Right Way to Build Your Brand," by Roger L. Martin, Jann Schwarz, and Mimi Turner; "Is Your Marketing Organization Ready for What's Next?," by Omar Rodríguez-Vilá, Sundar Bharadwaj, Neil A. Morgan, and Shubu Mitra.HBR's 10 Must Reads are definitive collections of classic ideas, practical advice, and essential thinking from the pages of Harvard Business Review. Exploring topics like disruptive innovation, emotional intelligence, and new technology in our ever-evolving world, these books empower any leader to make bold decisions and inspire others.This Updated and Expanded edition features new, breakthrough articles, additional short-form pieces, and a detailed discussion guide to give you and your team the tools you need for sustained success.

HBR's 10 Must Reads on Marketing, Updated and Expanded (featuring "Marketing Myopia" by Theodore Levitt)

Turnarounds und Optimierungen sind anspruchsvolle Projekte. Noch mehr sind sie ein Führungsentscheid! 
Die erfolgreichsten Unternehmerinnen und Unternehmer haben ein 
Erfolgsgeheimnis und einen 7. Sinn: 
Sie arbeiten ständig am Unternehmen.
Sie lassen nie locker.
Sie optimieren permanent.
Und sie starten harte Veränderungen lange bevor sie zwingend er-scheinen.

Ein Praxisleitfaden für Unternehmer und Führungskräfte

Intelligente Turnarounds & Optimierungen

GO TO MARKET LIKE YOU MEAN IT: The Tactical Field Guide for Scaling SaaS Revenue is the first book in the Go To Market Like You Mean It(TM) series.

This book is a practical operating system for B2B SaaS founders and operators who need a repeatable revenue engine, not more theory. Most startups fail not because of product quality, but because their go-to-market motion never becomes predictable.

Written by the operators at Mir Meridian, this field guide distills real-world experience building and scaling revenue systems from zero to $100M+. It is designed for founders, CEOs, and revenue leaders navigating founder-led sales, early scale, or stalled growth.

Inside, you will learn how to:
Build a 30-day RevOps backbone that exposes funnel leaks
Define ICPs based on actual buying behavior
Create scalable messaging beyond the founder
Hire and manage sales teams with clear scorecards and operating rhythms
Run disciplined founder-led or founder-light sales motions



Each chapter delivers actionable frameworks, operator commentary, and ready-to-use templates built for startup environments.

If you are done guessing and ready to build a revenue machine with intent, this book is your starting point and the foundation for the Go To Market Like You Mean It(TM) series.

The Tactical Field Guide For Scaling SaaS Revenue

Go To Market Like You Mean It

"A brilliant, step-by-step guide to aligning price with customer behaviour." Rory Sutherland, Vice Chairman, Ogilvy Group Have you ever felt that your business is leaving money on the table? Discounting under pressure, hesitant to raise prices, or struggling to articulate your value? If so, you're not alone. Jenny Millar and Ann Padley have seen companies lose out on millions. Not because their product is wrong or their costs are too high, but because they've misjudged something far more complex: what people value. In 12 actionable steps, The Pricing Sprint transforms pricing from a 'guessing game' and a 'black box' into a collaborative and inspiring conversation about value and growth; it fuels a repeatable, evidence-driven process to design, test, and optimize pricing. Packed with practical tools and case studies, you'll discover a new approach to pricing that's as grounded in human behaviour as it is in commercial insight. The result? Pricing strategies that are customer-focused, market-aligned, and designed for growth - and a team that is engaged and ready to implement them. This is more than a book on pricing. It's a masterclass in shaping a sustainable commercial strategy that aligns with your values, builds customer loyalty and delivers exceptional business results.

12 Steps to Unlock the Power of Pricing

The Pricing Sprint

The sales manager as we know it is over.

What worked when selling was simpler does not work now. Organizations have responded by adding more training, more inspection, more technology, and more pressure to a role never designed to sustain behavior at scale. The result is familiar: strong training events, temporary improvement, and an inevitable return to old habits.

This book challenges a fundamental assumption. Behavior does not fail because people forget what they learned. It fails because the system around them cannot sustain it under pressure.

Skills do not create performance. Systems do.

Drawing on decades of experience helping organizations improve commercial performance, Michael Hvisdos introduces a behavior-based operating system built on seven reinforcing elements that turn capability into consistent execution. In this model, the traditional sales manager gives way to the behavior architect, someone who designs the conditions for success, removes friction, and reinforces what works.

For executives, boards, investors, and sales leaders facing a market that has outpaced its tools, this book offers a structural answer instead of a heroic one.

What sales needs now is not better managers.

It needs a different system.

Michael Hvisdos is a Managing Partner at BETR, a consulting and execution business focused on the effectiveness of clients' revenue generating teams, and is the founder and CEO of Inquizo where he helps Fortune 500 companies unlock curiosity and creativity to increase performance, innovation and engagement.

As We Know It

The Death of the Sales Manager

Break bad habits and build your rich life by mastering the art of strategic subtraction.Unhinged Habits will revolutionize your relationship to work, money, and even adult friendship.Read Unhinged Habits if: <ul><li>Your calendar's packed, yet you feel like you're missing what matters.</li><li>You've bought things meant to bring happiness, but the satisfaction didn't last.</li><li>You suspect you're living someone else's definition of success rather than your own.</li></ul> We're all habitual by nature. We fall into patterns and get stuck. We form habits and never question them.Some habits propel us forward. Others can work against us over time.The key? Get the order right. Balance short-term desires with long-term planning. Set yourself up for a bright future without missing the magic in the present.Unhinged Habits pushes back against slow and incremental progress in the pursuit of some faceless, better future. Lots of people are consistent, yet few get ahead. What's missing are intermittent bouts of unhinged intensity.This is a book about wanting a better life and going after it. Or be okay not having it. Both are fine. Just get out of the middle.For over 13 years, Jonathan Goodman has challenged societal norms and built multi-million-dollar businesses, all while exploring over 30 countries with his family. In Unhinged Habits, Goodman shares the essential insights that freed him from conventional expectations. You will learn: <ul><li>The 8:4 Rule. The counterintuitive seasonal approach that embraces unbalance to level up your relationships with people, money, and health.</li><li>The Explorer's Compass. A framework to break routine and rediscover wonder in your everyday life.</li><li>The Three Proxies of True Friendship. How to categorize your friends so you spend more time with the true ones and feel less guilt for letting others go.</li></ul> Buckle up, because this book is going to break you out of the routines you've accepted as normal, but no longer serve you, so that you can finally live your definition of success.

Break bad habits and build your rich life by mastering the art of strategic subtraction.Unhinged Habits will revolutionize your relationship to work, money, and even adult friendship.Read Unhinged Habits if:<ul><li>Your calendar’s packed, yet you feel like you're missing what matters.</li><li>You've bought things meant to bring happiness, but the satisfaction didn't last.</li><li>You suspect you're living someone else's definition of success rather than your own.</li></ul>&nbsp;We’re all habitual by nature. We fall into patterns and get stuck. We form habits and never question them.Some habits propel us forward. Others can work against us over time.The key? Get the order right. Balance short-term desires with long-term planning. Set yourself up for a bright future without missing the magic in the present.Unhinged Habits pushes back against slow and incremental progress in the pursuit of some faceless, better future. Lots of people are consistent, yet few get ahead. What’s missing are intermittent bouts of unhinged intensity.This is a book about wanting a better life and going after it. Or be okay not having it. Both are fine. Just get out of the middle.For over 13 years, Jonathan Goodman has challenged societal norms and built multi-million-dollar businesses, all while exploring over 30 countries with his family. In Unhinged Habits, Goodman shares the essential insights that freed him from conventional expectations. You will learn:<ul><li>The 8:4 Rule. The counterintuitive seasonal approach that embraces unbalance to level up your relationships with people, money, and health.</li><li>The Explorer's Compass. A framework to break routine and rediscover wonder in your everyday life.</li><li>The Three Proxies of True Friendship. How to categorize your friends so you spend more time with the true ones and feel less guilt for letting others go.</li></ul>&nbsp;Buckle up, because this book is going to break you out of the routines you’ve accepted as normal, but no longer serve you, so that you can finally live your definition of success.&nbsp;&nbsp;

A Counterintuitive Guide for Humans to Have More by Doing Less

Unhinged Habits

Mastering the Art of Problem Solving

The Solution Mindset

What if growth is not about moving faster, scaling bigger, or achieving more-but about staying stable while expanding?In a world obsessed with speed, ambition, productivity, and endless expansion, most people, businesses, and institutions misunderstand one fundamental truth: growth is not defined by how fast you expand, but by how long you can sustain what you build.In The 8 Laws of Growth, author and systems thinker Sandeep J. Chavan presents a powerful framework for understanding why some individuals, organizations, economies, and systems grow sustainably-while others collapse under their own success.This is not a motivational book. It is not a collection of productivity hacks, business tactics, or self-help formulas. Instead, it offers a practical and deeply structured way to understand how growth actually works beneath the surface.Drawing from systems thinking, psychology, organizational behavior, leadership principles, and real-world observations, this book challenges conventional assumptions about success, ambition, and progress. It reveals why growth often creates instability, why achievement can silently carry hidden costs, and why systems fail long before collapse becomes visible.Through eight foundational laws, readers will learn: - Why growth without alignment becomes instability - How consequences quietly accumulate beneath visible success - Why unresolved problems compound into systemic failure - How limits and tolerance thresholds shape sustainable progress - Why speed often amplifies hidden fragility - The overlooked role of dissipation in maintaining performance - Why continuous resolution matters more than temporary success - How discipline-not intensity-creates enduring growthWhether applied to personal development, business growth, leadership, organizational scaling, decision-making, relationships, education, or national systems, these laws reveal recurring patterns that determine whether progress endures-or eventually breaks.At the center of the book lies a simple but transformative principle: Growth = Coherent Resolution within Tolerance ConstraintsThis equation reframes growth entirely. Sustainable progress does not emerge from force, motivation, or expansion alone. It emerges when systems remain aligned, resolve disturbances continuously, respect limits, and adapt without accumulating instability.Written in clear, accessible language without academic complexity, The 8 Laws of Growth is designed for leaders, entrepreneurs, professionals, educators, systems thinkers, decision-makers, and anyone seeking sustainable success in a rapidly changing world.If you have ever wondered: <ul><li>Why success often becomes stressful</li><li>Why organizations struggle after scaling</li><li>Why ambition sometimes creates burnout</li><li>Why relationships, careers, or systems destabilize despite progress</li><li>How to grow without breaking what matters</li></ul>Then this book offers a new way to see growth-not as expansion, but as the disciplined ability to sustain what you create.Because in the end, growth is not measured by what increases.It is measured by what remains stable.

The Hidden Conditions Behind Sustainable Success

The 8 Laws of Growth

DK How Stuff Works

Descubre todo lo que necesitas saber para mejorar tus habilidades de gestión y comprender las principales teorías de la administración. ¿Es más efectivo liderar a través de la influencia o del control? ¿Es la delegación la clave de la productividad? ¿Cómo se manejan los diferentes tipos de personalidad? Esta guía fácil de usar te explica todos los aspectos de la gestión organizacional. Este libro de gestión y organización te ofrece. <ul><li>Texto simple y gráficos paso a paso con los que entenderás más fácilmente el mundo de la gestión.</li><li>Capítulos que abordan temas como los fundamentos de la gestión, la gestión de organizaciones, la gestión de personas, la comunicación y la gestión personal.</li><li>Diagramas, imágenes e infografías que te ayudarán a entender las explicaciones de manera visual y más rápidamente. </li></ul>Si tienes curiosidad y quieres aprender más sobre el funcionamiento de otras cosas...¡no te detengas aquí y sigue leyendo! Este libro pertenece a la colección de DK How it Works, Cómo funciona en español, que te explica temas complejos de forma clara y visual a través de infografías, textos sencillos e información fácil de entender tanto para estudiantes como para lectores generales que quieren ampliar sus conocimientos. Descubre el funcionamiento de la economía con Cómo funciona la economía, entiende tu mente con Cómo funciona el cerebro y explora el cosmos como nunca antes lo habías hecho con Cómo funciona el espacio. ¡Hay mucho por aprender! ------------------------------------------------------------------------------- Discover everything you need to know to improve your management skills and understand key management and business theories with this unique graphic guide. How Management Works is a definitive and user-friendly guide to all aspects of organizational management. Learn whether it is more e­ffective to lead through influence or control? Is delegation the key to productivity, and how do you deal with di­fferent personalities? With this simple Economics book, you can find: <ul><li>An introduction to complex concepts and new ideas for beginners </li><li>A systematic layout of text and graphics to make the topic of Economics more approachable </li><li>Different materials, diagrams, and theories to supplement studies </li><li>A practical, no-nonsense approach assisting you with understanding the fundamentals of Management. </li></ul> This book explains everything you need to know to improve your management skills and get the most out of your team. It is essential reading for established or aspiring managers or students of business or management. Much more than a standard business-management or self-help book, How Management Works shows you what other titles only tell you, combining solid reference with no-nonsense advice. It is the perfect primer for anyone looking to start their own business, become a more effective leader, or simply learn more about the world of business and management.

Descubre todo lo que necesitas saber para mejorar tus habilidades de gestión y comprender las principales teorías de la administración. ¿Es más efectivo liderar a través de la influencia o del control? ¿Es la delegación la clave de la productividad? ¿Cómo se manejan los diferentes tipos de personalidad? Esta guía fácil de usar te explica todos los aspectos de la gestión organizacional. Este libro de gestión y organización te ofrece. <ul><li>Texto simple y gráficos paso a paso con los que entenderás más fácilmente el mundo de la gestión.</li><li>Capítulos que abordan temas como los fundamentos de la gestión, la gestión de organizaciones, la gestión de personas, la comunicación y la gestión personal.</li><li>Diagramas, imágenes e infografías que te ayudarán a entender las explicaciones de manera visual y más rápidamente. </li></ul>Si tienes curiosidad y quieres aprender más sobre el funcionamiento de otras cosas…¡no te detengas aquí y sigue leyendo! Este libro pertenece a la colección de DK How it Works, Cómo funciona en español, que te explica temas complejos de forma clara y visual a través de infografías, textos sencillos e información fácil de entender tanto para estudiantes como para lectores generales que quieren ampliar sus conocimientos. Descubre el funcionamiento de la economía con Cómo funciona la economía, entiende tu mente con Cómo funciona el cerebro y explora el cosmos como nunca antes lo habías hecho con Cómo funciona el espacio. ¡Hay mucho por aprender! ------------------------------------------------------------------------------- Discover everything you need to know to improve your management skills and understand key management and business theories with this unique graphic guide. How Management Works is a definitive and user-friendly guide to all aspects of organizational management. Learn whether it is more e­ffective to lead through influence or control? Is delegation the key to productivity, and how do you deal with di­fferent personalities? With this simple Economics book, you can find: <ul><li>An introduction to complex concepts and new ideas for beginners </li><li>A systematic layout of text and graphics to make the topic of Economics more approachable </li><li>Different materials, diagrams, and theories to supplement studies </li><li>A practical, no-nonsense approach assisting you with understanding the fundamentals of Management. </li></ul> This book explains everything you need to know to improve your management skills and get the most out of your team. It is essential reading for established or aspiring managers or students of business or management. Much more than a standard business-management or self-help book, How Management Works shows you what other titles only tell you, combining solid reference with no-nonsense advice. It is the perfect primer for anyone looking to start their own business, become a more effective leader, or simply learn more about the world of business and management.

Cómo funciona el liderazgo (How Management Works)

Salespeople today often live in an environment full of force-fed, top-down selling systems, where they are trained and directed to repeat the same monotonic, robotic words with every customer, regardless of how their customer prefers to be spoken to. In Selling from Trust, Thomas Morin offers a more human-centered approach that's based on the art of the sale, rather than the science. It's not a selling strategy, but a communication strategy that's built around how customers prefer to communicate when they're developing their own personal relationships.
Thomas's approach focuses on the core human values and experiences that stimulate relationships to grow through honesty, respect, actively listening to each other, and, most importantly, trust. Each of these basic human components helps calm the anxious customer's fears and opens his/her mind to be more receptive to and purchase from a salesperson he/she might have been initially intimidated by.
In its basic form, Selling from Trust is a how-to, bottom-up approach to winning the customer first, and only then transitioning to a product presentation with a customer who is more willing to listen and consider what a salesperson has to say, instead of running away from the typical sales pitch heard from one salesperson to the next. It's a winning approach that can be repeated with every customer because it's about the customer rather than the selling system.
The sales process is a process that, through repetition and finesse over time, gets stronger, more precise, and can lead to more profitable deals and help to establish a solid path to referrals with new customers going forward.

How to Turn Trust into a Sale

Selling from Trust

What if sales success isn't learned, but hardwired by your late teens?Built on 45 years of research and over 30 million assessments, SalesDNA reveals the innate talents and work ethic that separate top performers from everyone else. Only 17% of people possess the natural wiring for sustained sales success and no amount of training can create what isn't there. Drawing on decades of insights from competitive sales environments and elite performance across sports and business, this book is your blueprint to SELECT, DEVELOP and RETAIN true revenue generators.SalesDNA is the playbook for sales leaders building high-performing teams where individuals own their results and thrive on accountability. It is also a self-discovery tool for anyone who wants to unlock their full potential or determine if they are among the elite 17%.Revenue generation requires revenue generators. Identifying them is like panning for gold in a pile of rocks, many look promising, few are valuable.This book gives you the tools to stop guessing and start hiring gold.Skills can be taught. SalesDNA is what you're born with.John Marshall, Ph.D., is the founder and CEO of Self Management Group (SMG). He's an organizational psychologist, author, and keynote speaker with over 40 years of experience helping companies and sports teams build high-performance, self-managed cultures.

SalesDNA

Cold to Sold

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