What crisis teaches us about closing

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🧬 The FDA Letter that Built a Giant. When 23andMe received their shutdown notice in 2013, most saw disaster. But Anne Wojcicki saw something deeper about certainty: unshakeable conviction isn't tested in victory, it's forged in crisis.

Read time: 4 minutes | 817 words

INSIGHT

🎯 Three Proven Rules of Certainty

From the Desk of Jordan Belfort: 

The moment you pick up that phone or walk into that room, your emotional state has already determined your success. If you're feeling uncertain, fearful, or overwhelmed, you've got nothing to transfer to your prospect.

• The Science of Emotional Transfer: Like a broken boiler that can't heat a house, a salesperson in a state of uncertainty can't possibly transfer confidence to their prospect. I've seen it time and time again - you can know the Straight Line system backwards and forwards, but if you're not feeling certain that day, good luck trying to close anyone.

• The Two Ways to Be Certain: You can either show up hoping you're having one of those "on" days where you happen to feel certain, or you can use what I call "olfactory anchoring" - a scientific technique that ensures you can trigger a state of absolute certainty on demand, every single time you need to perform.

• The Bridge to Success: The Straight Line system bridges the gap between what you're feeling inside and your ability to communicate that to the prospect. But first, you must show up in a state of absolute certainty. Once you're feeling that way, you can use the system to transfer that certainty to your prospect and close everyone who's closable.

You're not just selling a product – you're transferring certainty. Without absolute certainty in yourself, you have nothing to transfer. Master your state through a reliable anchoring technique, and you'll see your closing rates increase dramatically. That's not theory – that's what this system delivers.

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STORY 

🧬 The $999 Gamble: How Certainty Built 23andMe

Here's a story that shows how unwavering certainty can transform an entire industry:

When the FDA shut down 23andMe's genetic testing service in 2013, most executives would have pivoted or surrendered. Instead, Wojcicki's absolute certainty in her mission radiated through every meeting, every press response, and every employee interaction – turning a devastating setback into the catalyst that revolutionized personal genetics forever.

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In 2006, Anne Wojcicki cracked a code most healthcare titans miss entirely. While others were keeping genetic information locked in labs, she discovered something more valuable - democratizing DNA testing could transform healthcare forever.

Her pivot point happened in the most unexpected way. While working on Wall Street analyzing healthcare investments, Wojcicki saw how the industry kept genetic information from patients. But instead of accepting it, she:

• Left her lucrative Wall Street career

• Started 23andMe in a small Silicon Valley office

• Priced DNA tests at $999, when competitors charged $300,000+

• Made the wildcat play that changed everything - going direct to consumers

Her certainty-driven philosophy transformed the industry:

• Refused to give up during a 2-year FDA battle

• Rebuilt the entire testing process from scratch

• Created a new FDA approval category for direct-to-consumer genetic testing

• Proved that patients could handle their own genetic information

That direct-to-consumer approach became her golden ticket. By 2013, over 180,000 people had taken the test. But here's what makes this story extraordinary: the FDA shut her down completely in November 2013.

The results tell a story healthcare still doesn't understand:

• Over 14 million people have now taken 23andMe tests

• Built a database worth billions in research value

• Created partnerships with major pharmaceutical companies

• Transformed genetic testing from a medical procedure into a consumer product

Her approach revealed a profound truth about disruption. While most executives would have pivoted away from FDA troubles, Wojcicki's absolute certainty in her mission never wavered. She didn't just create a company - she created an entirely new industry category and changed how we think about personal genetics forever.

ACTION

🎯 The Certainty Journal: Your Daily Proof of Power

The secret isn't positive thinking - it's building an evidence bank of undeniable wins. Every victory, from closing deals to overcoming objections, becomes fuel for future certainty.

The Journal Formula:

• Log three wins daily - no matter how small

• Review last three wins before every call

• Document exact phrases that closed deals

• Note customer reactions that proved impact

• Track patterns that created success

Pre-Call Protocol:

1. 5 minutes before - scan your last three wins

2. 3 minutes before - read your best closing phrase

3. 1 minute before - recall your proudest customer reaction

4. Call time - you're now operating from proof, not hope

Pro Tip: Don't just write "Made the sale." Record the exact moment certainty transferred: "Saw John's shoulders relax when I explained our guarantee - skeptic to supporter in that instant."

Start Today: Write down your most recent win before your next call. That's your first deposit in your certainty account.

MEMES