☀️ Eleven people decide your deal. You have a relationship with two.

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The DTC beauty category is crowded. To break through, Jennifer Aniston’s brand LolaVie, worked with Roku Ads Manager to easily set up, test, and optimize CTV ad creatives. The campaign helped drive a big lift in sales and customer growth, helping LolaVie break through in the crowded beauty category.

Learn more.

GM to the Top 1% ☕

Unpopular take, and I say it as someone who spent years being wrong about it.

Your multithreading is not multithreading. It is CC'ing.

The average enterprise deal now runs through roughly 11 decision makers. Around 80 percent of B2B technology buyers pull an AI agent into the process somewhere, and each of those 11 arrives with their own pre formed research summary. Eleven people, eleven private briefings, eleven different definitions of what problem is being solved.

And the standard rep response to that is to add more names to the thread and send one more deck. That is not coverage. That is broadcasting.

💡 CONSENSUS IS THE PRODUCT NOW, NOT THE PITCH

Here is what changed and why the old playbook quietly stopped working. Multithreading was invented for a world where information was scarce inside the buying organization. You talked to seven people because each one knew a different piece, and you were the only one who could see all seven pieces at once. Your value was assembly. You were the integration layer.

That is gone. Every stakeholder now has an assistant that will produce a competent, confident summary of the market in nine seconds. They are not information poor anymore. They are alignment poor. Eleven well informed people with eleven confident, slightly incompatible views of the problem is a harder deal to close than eleven uninformed people, and it is the exact situation AI adoption has manufactured inside your accounts.

So the job inverted. You are no longer the person who knows the most in the room. You are the only person in the process whose actual job is getting 11 informed people to agree on one sentence. Nobody inside the account owns that. Not the champion, not procurement, not the executive sponsor. It is unowned work, which is why it is the highest paid work left.

🔧 THE CONSENSUS MAP

Four steps. Run it on your largest open deal today.

1. Write the eleven names down: If you cannot list 11, you do not have a coverage gap, you have a visibility gap. Ask your champion who else has been in the conversation. Ask twice.

2. Write each person's version of the problem: One sentence each, in their language, not yours. The ones you cannot write are the ones who will kill the deal in week nine.

3. Find the two contradictions: In any group of 11 there are always two people whose stated goals cannot both be satisfied. Usually finance and the operating owner. Name that conflict out loud in the next meeting. That single move separates reps from vendors.

4. Give them one sentence to agree on: Not a value prop. A problem statement all 11 could sign. Send it to your champion and ask them to break it. When they cannot, you have a deal.

🎯 THIS WEEK'S HOMEWORK

Take your biggest open opportunity and write the problem statement in one sentence, then send it to two stakeholders separately with a single ask: "Would you change anything in this?" The edits you get back are your real deal risk, and you will have found them in September rather than in the December forecast call.

❓ QUESTION OF THE DAY

On your largest deal, how many of the 11 could you name without opening the CRM?

Reply with the count. Be honest, nobody is grading you but the quarter.

See you tomorrow.

Edward

Founder, Morning Sales

P.S. Mapping 11 stakeholders by hand takes a full afternoon. Mapping them well takes a system. The 500 AI Sales Prompts manual has the stakeholder mapping, conflict surfacing, and problem statement prompts I run on every enterprise deal, and it costs 27 dollars: https://store.edwardgorbis.com