Adam Gray, Co-founder at DLA IgniteAdam trained as a violinist until injury ended that career, then built his path through high-end hi-fi retail into digital and social selling strategy. The episode details the fear of rejection that holds salespeople back and reframing perceived inadequacy as strength, why skipping the rapport-and-trust steps is the root cause of most sales failure, a sharp critique of sales tech (spend has exploded yet still only 50% of salespeople hit quota), the trap of training talented hires into compliance rather than commercial authenticity, and his closing message: in a homogenised, AI-driven market, your people are your only real USP.