When asked what happens when vulnerability enters the workplace, Joe’s answer is direct: “You manage people better, you sell better, you build better products.” Outstanding performers across every field — even rap music — reveal something psychologically difficult about themselves that others wouldn’t dare share.
Examples: A Brazilian CEO who was so vulnerable about her company’s struggles that employees worked without pay for six months. A CEO who lost a third of business, vulnerably said “I don’t know what to do,” and the whole company voluntarily cut salaries until they recovered. The Patagonia CEO who opened a speech by listing what they weren’t doing for the environment — creating instant trust.
The initial transition is bumpy. If you’ve been acting like you know everything, people may test whether you’re still in charge. The oscillation between vulnerable and defended sends confusing signals. But once committed, the results follow: deeper trust, better self-knowledge, and authentic connection. As Drucker said, you can’t manage others if you can’t manage yourself.
In sales specifically, every trait that makes great salespeople — asking questions, caring about the relationship, entering the customer’s world — is fundamentally a vulnerable move. It’s being centered on the other person rather than on closing the deal.
Related Concepts
- Authenticity transforms business
- Sales is connecting, not convincing
- Connection enables accomplishment