The Vanquish Effect: The Frame Is All There is

There are books that teach you how to sell.

Others show you how to attract, persuade, or perform.

But none of them ever answered the real question:

Why do some people walk into a room and bend it—while others, even with better credentials, fold the second they try?

That’s not persuasion.

It’s not charisma.

It’s not tactics.

It’s frame.

I co-authored the first book, with Justin Michael, that actually teaches it:

THE FRAME

Sales meets seduction meets status gravity

A weapon for anyone who wants to close without chasing

This book isn’t about what to say.

It’s about becoming someone who doesn’t need to say anything.

It’s the book I wish I’d had before I ground it out in sales, business and M&A.

Others got close.

If The Art of Seduction taught is attraction

Pitch Anything is persuasion

Models is integrity

The Game is performance

The Frame is sovereignty

It’s part philosophy, part field manual.

You’ll learn how to:

• Be high-status without being arrogant

• Hold tension without flinching

• Charge 10x more without apology

• Make elite buyers chase you

• Stop needing anything that doesn’t meet your frame

The world’s changing. AI can write your emails. But it can’t walk into a room and own it.

That’s where this book comes in.

Out December 2025 in time for Santa Claus.

Reply to this and I’ll grant you early access to the working edit.

Build, Scale, Vanquish.

Jonny

P.S. Why listen to a couple of middle-aged b*stards talk about frames?

He’s spent 20 years in the trenches - LinkedIn, Salesforce, 13 startups. Closed $1.2M in 20 hours. Built six years of pipeline in six months. Oh - and he’s an 8-time bestselling author.

Me? I’ve built four companies, sold three - one to PE at 29, another scaled 27 countries. I CEO’d a major PE firm and ran its M&A. Bootstrapped an agency to exit. I’ve closed heavy deals on the buy and sell side - PE, VC, enterprise.

We’ve been on the phones, in the boardrooms, and across the wire.

We’re not guessing. We’ve held the frame.