"When my co-founders and I started Loopio, we used Étienne's Lean B2B principles to guide our actions, especially with customer conversations and research. This ensured that every line of code we wrote was translated into raw value for our customers. If you want to steer the ship in the right direction from day 1, this book will show you the way."

The opposite of autonomy is control. Control leads to compliance; but autonomy leads to engagement. When people are compliant, they do the absolute minimum that they can get away with. But when people are engaged, they actively take responsibility and contribute more than expected. You pick which destination you like, when you decide between autonomy and control. And don’t get me started on how engagement is the silver bullet to most companies’ problems!

The existing data show that 1 in 9 Americans works in sales. But the new data reveal something more startling: So do the other 8 in 9. They, too, are spending their days moving others and depending for their livelihoods on the ability to do it well. Whether it's selling's traditional form or its non-sales varia-tion, we're all in sales now.