Car Conversations: E2 Stop selling, start educating

Complicated Conversations · Sep 5, 2026 · 4m

This week's car ramble is about sales — and why so many founders are brilliant at selling everyone else, and terrible at selling themselves.

We don't think twice about raving about a product or a bit of advice someone gave us. But when it comes to our own business, suddenly "I am great" feels excruciating to say out loud.

Here's what's worked for me: stop selling, start educating. Rather than telling someone what you do, tell them why it's good — the actual outcome for them. I use the boring example of insurance: nobody wants to hear about the premium, but explain the true cost — cheap cover…