Matt Ryder argues urgency comes from internal tension and fear of failure, not from external pressure. He uses the metaphor of a sprinter chased by a lion to show how fear drives action, then applies it to sales: instead of selling coaching, sell the concrete outcome a prospect wants, like earning enough for a house and kids.
Lack of urgency is gonna be tied to not enough internal tension to need to act. So what you wanna do is you wanna go, what is causing that person to not have a catastrophic enough future pacing of the failure? I'll sort of steamroll them straight into, like if I take Usain Bolt, put him on a 100-meter line, and it's like the faster you get there, the more fame, money, and women you get, he'll run very fast. But if I release a lion behind him, he'll run even faster. So to get the most amount of motivation to really get you to achieve your goal is what are you running towards and what are you running away from? When you are able to actually figure out how to solve XYZ, Whatever it is you're selling, what do you actually get from that? Like, let's just say someone says, I'd love to buy the family home and stuff like that. Okay, cool, man. Like, what house? How many bedrooms? Have you got kids? Do you want to have kids? Why haven't you had kids yet? Yeah, we're just waiting until we're more financially secure to have kids. So now we're not selling sales coaching, we're selling them the ability to make enough money to have children.
