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From the chapter · Riding the Wave

Catch the Set

Answer, don’t pitch — and the wave carries you.

The Lineup

Set incoming

OPEN WATERHARBORTRUST

Captain's briefing

The set is rolling in.

Five waves. Five real buyers, each with the question they're actually asking riding the face. At the helm you have two calls: grab the megaphone and pitch, or open the logbook and answer them straight. Only one of those moves your ship.

We're not selling. We're solving.

This chapter's working tool is free on the site.

They Ask, You Answer — on the reading list