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The Unsold Mindset: Redefining What It Means to Sell

February 20, 2023

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Anyone who excels in selling and doesn’t know why, underperforms in selling and doesn’t know why, or hates selling and thinks they know why, will find value in the lessons of The Unsold Mindset.


The Unsold Mindset

Everyone sells, every day. It’s why the most successful people are better than most at selling themselves, their ideas, or their products and services.

Yet when people hear the word sales they think of an overly confident, articulate extrovert (at best) or a pushy, know-it-all huckster (at worst). Because of these misperceptions, when we find ourselves in a situation where we need to sell, we feel compelled to put on the persona of a “good salesperson.” But there’s a disconnect between who we think good salespeople are and who they actually are. In any room, they’re not the most self-confident, they’re the most self-aware. They’re not the most sociable, they’re the most socially aware. And they don’t succeed in spite of obstacles, they succeed because of obstacles.

Colin Coggins and Garrett Brown sought out some of the most successful people from all walks of life, including CEOs, entrepreneurs, doctors, trial lawyers, professional athletes, agents, military leaders, artists, engineers, and countless others in hopes of understanding why these people are so extraordinary. Colin and Garrett found that, as different as all these incredible people were, they all had an eerily similar approach to selling. It didn’t matter if they were perceived as optimists or pessimists, logical or emotional, introverted or extroverted, jovial or stoic—they were all unsold on what it meant to sell and unsold on who people expected them to be.

The Unsold Mindset reveals a counterintuitive approach not just to selling but to life. It’s a journey toward an entirely new mindset—the greatest sellers on the planet aren’t successful because of what they do, they’re successful because of what they think. Being a good person and a good salesperson aren’t mutually exclusive. The Unsold Mindset will change the way you think about selling and the way you think about yourself.



Colin Coggins and Garrett Brown are longtime sales leaders, practitioners, teachers, and theorists. They met at enterprise software startup, Bitium, which they helped lead to an acquisition by Google. They are Adjunct Professors of Entrepreneurship at the University of Southern California’s Marshall School of Business, where the course they created, “Sales Mindset for Entrepreneurs,” has become one of the school’s most popular classes. They are also investors, advisors, and co-founders of Agency18, a firm that helps mission-driven companies adopt the Unsold Mindset. Sought-after as keynote speakers and guest lecturers, they love connecting with audiences from diverse industries, professions, and backgrounds.

Colin and Garrett live in Southern California.


The books for this giveaway are being provided by HarperCollins. We have 20 copies available. 

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