Your best reps are often "unconsciously competent" and can't explain their own success. Before an SKO, leaders must help these individuals deconstruct their process and build a prescriptive presentation, translating their individual "art" into a replicable science for the entire sales team.

Athena discovered that providing a world-class assistant wasn't enough; they also had to educate clients on the skill of delegation. This highlights that for complex services, investing in client training is as crucial as the service itself for ensuring customer success.

Constantly creating new launch materials leads to burnout and inefficiency. The key to scaling is to document what works—webinars, emails, social posts—and reuse those assets for subsequent launches. By iterating on a proven system, you build momentum, reduce costs, and become known for a core offer.

Average reps focus on product features. Top performers are "product agnostic"—they don't care about the specific product they're selling. Instead, they focus entirely on the customer's desired outcome. This allows them to craft bespoke solutions that deliver real value, leading to deeper trust and larger deals.

To transition from practitioner to thought leader, you must codify your implicit knowledge into simple, teachable frameworks. Unlike rigid scripts, frameworks provide a flexible structure or "rails to run on" that allows individuals to adapt to specific situations while following a proven system.

Elevate yourself from a vendor to a linchpin by offering insights that reframe a client's challenges. When you provide a perspective or data they haven't considered, causing them to think differently because of you, you become an essential, irreplaceable resource they rely on for strategic guidance.

When transitioning to a new industry, your lack of domain knowledge is secondary. Focus on your "superpower": the proven, repeatable process you use to deliver results. Articulate your ability to launch, rally teams, and solve problems, as these core skills are universally valuable.

Counterintuitively, sharing your best knowledge for free builds immense trust and authority. This strategy proves your expertise and makes potential clients eager to purchase your paid implementation services, overcoming skepticism in a crowded market.

Spreading excellence should not be like applying a thin coat of peanut butter across the whole organization. Instead, create a deep "pocket" of excellence in one team or region, perfecting it there first. That expert group then leads the charge to replicate their success in the next pocket, creating a cascading and more robust rollout.