Vanquish Effect: What 'consistency' actually looks like

Consistency—we’re all seeking it in one way or another. When I first got into sales at 17, consistency didn’t matter. I’d head out fearlessly, pitching my products to senior buyers I wouldn’t have dreamed of approaching by 37! Back then, I had no mortgage, no creditors, no family to support. Sometimes I landed big sales; other times, nothing. And I didn’t care.

By 29, I was married, had kids, and a home to manage. That’s when the fear of needing “consistency” kicked in. Suddenly, it mattered when sales dipped, and I longed for that smooth, predictable revenue line to plan my future.

I carried this mindset through selling my first business to Private Equity and then into multiple ventures afterwards. I took it into my award-winning GTM agency, where the constant pursuit of consistency gnawed at me. Even in founding my consultancy firm, I was on a relentless quest for the perfect pipeline: X leads, Y closes = steady revenue every month. But it never came.

The breakthrough came when I looked back over 23 years of income and revenue. I visualised past months/years as if it were the future and realised: it was never consistently smooth, not once. Yet, over time, it balanced out. Why wasn’t it consistent? Because we’re dealing with people, the economy, emotions, market effects—real, unpredictable life. We are in control of it only to the extent of our efforts.

So, I stopped caring, as if I was 17 again. Some weeks, we close six deals and feel unstoppable; other weeks, nothing, and we feel defeated. Some months, revenue is terrible; other months, it exceeds expectations. And that’s exactly how it’s supposed to be.

As promised, Vanquish in under 1 minute.