Most founders don’t fail because of bad products… they fail because they never learned how to sell. John Lester joins Alyssa Nolte to rethink what selling really means, and why so many entrepreneurs get it wrong.

This episode is for anyone who’s ever said, “I hate sales” or wondered why customers aren’t buying what seems like a great idea. John breaks down how fear, mindset, and blind spots hold business owners back, and how to turn selling into helping.

Why listen: Because sales isn’t about being pushy. It’s about understanding people, solving problems, and learning to see your own blind spots before they cost you growth.

Key takeaways:

• Sales isn’t something you do to someone - it’s something you do for them.
• Most founders love their product more than the problem they solve. Flip that.
• Fear, fog, and friction stop growth… but self-awareness starts it again.

Tune in to rethink what sales really means...and how to finally get what you want from your business.