Andy explained that humans, particularly those who build things, only listen to leading indicators of good news. For example, if a CEO hears that eng… - Ben Horowitz

humans, particularly those who build things, only listen to leading indicators of good news.

Bill Campbell developed an excellent methodology for measuring executives in a balanced way that will help you achieve this. He breaks performance down into four distinct areas:

hope to achieve through better awareness.

To sell, you had have 1) the competence — expert knowledge of the product you were selling and the process to demonstrate it (qualifying the buyer by validating their need and budget; helping define what their buying criteria are while setting traps for the competition; getting sign-off from the technical and the economic buyer at the customer, and so forth) so that you could have 2) the confidence to state your point of view, which would give you 3) the courage to have 4) the conviction not to be sold by the customer on why she wasn’t going to buy your product. Cranney was obsessed with training every salesperson, testing them, and holding them accountable on the four C’s.