“You can fool some of the people all of the time, and all of the people some of the time, but you can not fool all of the people all of the time.” 
 Abraham Lincoln

Don’t believe in easy answers.

The simple things are often the most difficult. Searching for easy answers wastes your time and does nothing to move you closer to the outcomes you desire. Other people may believe there are easy answers, but don’t you believe it.

Don’t believe in fast.

The results you really want are accomplished by a relentless, day-to-day, hour-by-hour pursuit.The best results you can ever produce will be gained slowly, and you will be shaped more by the experience of pursuing them than by the results themselves. Other people may believe in shortcuts, but don’t you believe it.

Don’t believe that there is a difference between working and enjoying yourself.

This is an artificial distinction made by people who are unwilling or unable to give themselves over to their work. I don’t believe in “work-life balance” either. There is no balance, there are only tradeoffs. Other people may believe their cynical approach to work will protect their feelings, but don’t you believe it.

Don’t believe in cheap.

Don’t believe that value is ever obtained by acquiring something second rate just because it has a lower price. If you want real quality, you have to pay for it. Other people may believe the transactional has value, but don’t you believe it.

Don’t believe your job is your work.

Your job is an agreement you have with your employer. Your work is the purpose, vision, meaning and values you pour into what you do to help others. Other people may believe that this doesn’t matter, but don’t you believe it.

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S. Anthony Iannarino is the managing director of B2B Sales Coach & Consultancy, a boutique sales coaching and consulting company, and an adjunct faculty member at CapitalUniversity’s Schoolof Managementand Leadership. For more information, go http://thesalesblog.com/s-anthony-iannarino/