This is a copy of a LinkedIn post from 2016 and talks to the major change I experienced as I became more involved in my wife’s business. Having always considered myself a salesperson- this became a period of significant change in my attitude. I stumbled as I started attempting to introduce an innovative product into the marketing world. I realised that the issue is all about finding the right people in an organisation, sure you have to have a great product, but it is much more about finding the people, those who are prepared to try something, form a view and defend that view up. In short what Seth Godin calls the 10x Marketer.