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Twenty years in sales, one book, one company, and a journal of principles I keep going back to. This page tells you what is here and where to start.
I am the founder and CEO of MEDDICC and the author of the book of the same name, which has sold more than 100,000 copies. Before that I spent twenty years selling and leading sales teams, at Oracle, Sprinklr, Tealium, Poq and Branch among others, and the turning point in all of it was discovering MEDDIC, which took me from the B-player version of myself to the A-player version. These days I keynote sales kickoffs and revenue summits, run the company, and keep a journal.
That journal is what you are looking at.
What the journal is
A cobalt blue journal. Twenty Maxims, handwritten, one to a page. A Maxim is a single principle cut down until nothing spare is left. Nobody Regrets Qualifying Out. The B in B-Player Stands for Busy. Urgency is an emotion. Not a message. Behind each page is the Maxim written in full: where the line came from, usually a deal, a forecast call or a mistake I would rather not have made, and what to do with it.
Three pillars run through the pages. Sales is the authority pillar: MEDDICC, deal inspection, selling as a thinking discipline. Founder is the operator pillar: building a company without theatre. Human is the truth pillar: the lessons I only learnt by getting things wrong. Every Maxim sits under one of them.
How to read it
Scroll and the pages flip. Stop on the one that lands, click it, and the Maxim opens in full underneath. Then do something with it before you read the next one. Twenty principles skimmed in ten minutes will do nothing for you. One principle applied on Monday will.
If you would rather have a list, the Maxims archive has every page in order. The glossary defines every term I capitalise, Champion and Economic Buyer included. The frameworks page holds the models behind the Maxims, the ones you can run in a deal review.
Where to begin
If you lead a sales team, start with sales leadership, then the MEDDPICC hub. Your forecast is only as honest as the qualification underneath it, and both pages are about making it honest. Then read Nobody Regrets Qualifying Out and count how many deals on your commit line would survive it.
If you are a founder, read the Founder Maxims first. The B in B-Player Stands for Busy and There is no such thing as a C Player will tell you more about your team than your last review cycle did. Then imposter syndrome, because only the self-aware suffer from it, and you will know which camp you are in.
If you are an account executive, go straight to the MEDDPICC hub and the glossary, then the book. The book is the full method, letter by letter. The hub is the opinionated version, with the mistakes I see most often and what to do about them.
If you are booking a speaker, the keynote speaking hub explains what I talk about and what a room should leave with. The speaking page has the formats, the clients and the reel, and it is where you enquire about a date.
And if you want new pages as they go into the journal, subscribe. One email when there is a new Maxim, nothing in between.
Which page are you starting on?