- The Journey
- Posts
- What this startup wizard knew that no MBA did....
What this startup wizard knew that no MBA did....
Use this psychological principle to close deals that are “out of your league”
The Journey Newsletter
June 25, 2025
THE SIGNAL
Want to make a big impact in a short amount of time? Follow the order of these 5 key elements to capture attention, demonstrate the stakes, tease the upside, overcome objections, & show some proof.
How To Stand Out In A Boring World
The vast majority of your potential customers or clients would love to experience your product and brand before having to invest into it. Use this inspiration for how to make a bigger impact in the market.
Negotiation is one of the most valuable skills you can learn. The difference between making good deals vs. average deals vs. bad deals is worth far more than just the dollars involved. Learn how to do it right here.
The Toolbox
Knowledge is power. The more you understand the person you want to influence, the more likely you are to succeed.
From as simple as building rapport to something as bold as the story shared in The Journey section below…
There’s no excuse for being unprepared for making deals in 2025 (both large and small).
The Journey
When it comes to closing deals, Jesse Itzler doesn't just think outside the box.
He burns the damn box to the ground.
Jesse's the kind of entrepreneur who collects life experiences like most people collect streaming subscriptions.
Former rapper (under the name Jesse Jaymes)....
Co-founder of Marquis Jet (which he sold to Warren Buffett)
Co-owner of the Atlanta Hawks…
Husband to Spanx founder Sara Blakely.
But let's talk about how this crazy bastard sold his coconut water company to Coca-Cola.
The meeting was set.
The Coke executives were in his office.
The numbers were solid.
But Jesse knew something that most MBA grads never figure out:
Business is NOT just spreadsheets and projections.
It's about understanding what makes people tick.
During his research, Jesse discovered that Coke's lead negotiator was a die-hard Yankees fan.
(You know, the kind who probably has pinstripe pajamas and dreams in navy blue….)
Most people would use this info for small talk:
"How 'bout them Yankees?"
Not Jesse.
He worked multiple connections to get in touch with Alex Rodriguez (yes, THAT A-Rod)...
And offered him shares in his coconut water company that was currently in negotiations to be sold to Coke.
A-Rod didn’t have to buy in for the shares. All he had to do was perform one simple favor:
Show up at his office during the Coca-Cola meeting.
At 5:05 PM, deep in negotiations, there’s a knock on Jesse's glass door.
There stood one of baseball's biggest stars.
Jesse, cool as a cucumber, looks up and says:
"Rod, not now. I'll call you at 7."
The Coke exec's jaw practically created a new hole in Jesse's office floor.
"Was that ALEX RODRIGUEZ?!"
Jesse shrugged it off like it was nothing:
"Yeah. Anyway, back to the deal..."
Game. Set. Match.
The deal closed shortly after.
This is the essence of Jesse's approach to business and life.
He creates moments that shock people out of their routine thinking.
He understands that perception shapes reality, and sometimes the boldest move isn't the most complicated….
It's just the one nobody else would think to make.
The Next Step
The lesson?
Business isn't just about having the best product or the slickest presentation.
It's about understanding human psychology and having the courage to make unexpected moves.
We're all selling something….
Our products, our services, ourselves.
And in a world where everyone follows the same playbook, sometimes you need to tear out those pages and write your own.
So...what's the boldest move you've made to win a deal?
Or an even better question:
What’s a bold move you can make to win the next deal?