In Swimming in the early 2000’s, swimmers were allowed to wear the Super Suit. These Super Suits gave swimmers the edge over their rivals. They were beating records by over a second when they jumped in the water.

After a few meets, FINA decided that the suit needed to be banned. It was the super suit that was winning – not the athlete.

The suits provided a fundamental shift in the thinking of swimming. It was no longer just about the action of the athlete in the water, their nutrition or exercise regime. Every athlete had this down pat and there were only small differences between swimmers.

The change came from different thinking – what the scientists were doing in the lab. This change in thinking provided the next evolution in the sport. Everything evolves and swimming is no different.

The role of the sales rep has evolved too. To stand out in the market place they need to evolve to the next level.

I’ve put a report together that shows you where the next evolution will come from. If you’d like a copy, just hit reply and let me know.


This is an edited extract from my new book “Better Positioning Deeper Conversations More Sales”, ​Due out May 2016. To find out more and register for pre-release information click here