This episode of the Live Better Seller Better Podcast features Todd Caponi, author of The Transparency Sale: How Unexpected Honesty and Understanding the Buying Brain Can Transform Your Results. Recognizing patterns of the past provides insights into how best to move forward into the future.Todd gives parallels to economic downturns from previous decades and how we are seeing the same red flags today. He observes a bubble in unicorn startups and advises leaders on how to provide their people with the most certainty possible to survive the incoming slump. HIGHLIGHTSSales trends follow cycles throughout historyLead through a bubble by providing certaintyRemind your team of the impact their work doesReward people with a sense of accomplishmentThe Transparent Sales Leader soft launch on Jul 5, 2022 QUOTESTodd: "Uncertainty is like a kryptonite for our brain. Like, literally, when we're uncertain, we don't sleep, we don't perform well, we're less creative, and, at it's core, our IQ literally goes down in those situations where there's uncertainty."Todd: "Create certainty right wherever you can within your teams right now, even if things are fantastic for you. You've got to do that because your teams are looking around and they're feeling like tomorrow is going to be the day."Todd: "We cut out the stuff that really didn't matter a whole lot, so that's number one. Number two is we focused all of our spending on the must-haves, the things that were going to give us certainty. So that's number two. And then number three is that we sought ways to remove risk and extend runway."Todd: "If you believe that sales reps are coin-operated, you're right if you're doing it wrong. You create an environment where your reps want to show up every day, want to stay, want to do their best, want to become advocates, and the variable compensation is the reward, not the motivator, that's when everybody wins." You can find out more about Todd in the links below:LinkedIn: https://www.linkedin.com/in/toddcaponi/Amazon book link: https://www.amazon.com/Transparency-Sale-Unexpected-Understanding-Transform/dp/1940858801