Steve Radford, Author, How to Sell; Founding Fellow of the ISPSteve went from hating what he thought sales was to dedicating his career to sales education, including work on the Level 4 sales apprenticeship. The episode details the penny-drop realisation that sales is about helping people, his modernised seven-step conversational sales process built around how customers like to buy, why the "understand" step is the one salespeople most often skip and why it's the most critical, helping customers relax so they revert to their true selves, coaching around changing personal motivations, and the Thomas Edison mindset that gives the episode its title.