The Sales Leader's Guide to Coaching, Trust, and Building People Who Win
"Leadership is heavy. The weight doesn't get lighter. You get clearer."
Lead Well Press | leadwellpress.com
"Leadership is heavy. The weight doesn't get lighter. You get clearer."Carry The Weight | Joshua Teixidor
Early in his career, a rep looked Joshua Teixidor in the eye and said: "I don't think you're actually leading us. I think you're just trying to manage everything and control it." She was right. That conversation broke something open. This book is what got built from it.
Carry The Weight is not a motivational book. It is not five tips from a pedestal. It is a leadership doctrine written by someone who sold training for a living and discovered the hard way that training alone does not change behavior. The stories are real. The frameworks were earned in the rooms where it went wrong first.
Twenty chapters. Five parts. One thesis: carrying something heavy doesn't make you weak. Pretending it isn't heavy does.
You got promoted because you were good at the work. Nobody told you the job changes you. This is the manual for years zero through five.
Second and third line leadership: managing managers, developing the next layer, building teams that perform when you're not in the room.
Done with platitudes. Want coaching systems that survive contact with a forecast call.
You want the role. Read this before you take it, so you know what you're signing up to carry.
The book is built like the ascent it describes. Each part carries you higher, from the foundation of who you are as a leader to the human weight at the summit.
Why he never wanted to be a leader, the confrontation that changed everything, and the three versions of you your team experiences. Learn when to lead and when to manage because they are not the same job.
Chapters 1-4 · The Three Hats · The Performance EquationWhat you allow, you teach. The standards, clarity, and execution rhythm that make accountability a culture instead of a meeting.
Chapters 5-7 · Law of Standards · Clarity Cascade · High-Performance RhythmDiagnose any performance problem in 90 seconds, run coaching conversations that create buy-in instead of compliance, and move people up the ladder level by level.
Chapters 8-12 · EKS · OIRC · The Growth Ladder · Energy & BeliefThe conversations that change people. Trust as a standard, not a slogan. Leading through conflict and change without losing the room.
Chapters 13-16 · Conversation Map · Trust Standard · Conflict LadderCulture is built in the dark. No one cares about your title. What coaching feels like when it is done right, and what it means to carry the weight for good.
Chapters 17-20 · Culture Operating System · The Weight of ReinforcementNot theory. Field-tested systems built across 20 years of B2B sales leadership and a $49M revenue portfolio. Each one exists because something broke first.
Diagnose any performance problem in 90 seconds, before you coach it. Is the gap effort, knowledge, or strategy? Each one demands a completely different conversation.
"People don't fail because they can't be coached. They fail because leaders coach the wrong problem."Observation, Impact, Recommend, Commit. Four steps built for buy-in and behavior change, not nodding heads and nothing different on Monday.
Built to end the coaching conversations that go nowhere.Leader, Coach, Manager. Three different jobs your team experiences as one person. The Leader creates direction. The Coach develops capability. The Manager inspects execution. Mastery is knowing which hat the moment requires.
People quit in two completely different moments and each needs a different kind of leadership. Born at mile 10 of an IRONMAN 70.3 and on the quiet Tuesdays of training nobody saw.
"They stopped quitting on quiet Tuesdays."Knowledge × Reinforcement × Accountability = Performance That Lasts
Multiplication, not addition. Training delivers knowledge. The Coach hat carries reinforcement. The Manager hat carries accountability. Drop any one to zero and the whole thing is zero, no matter how good the training was.
"Knowledge gets the headlines. Reinforcement does the work."No race. No crowd. The alarm goes off and the commitment feels abstract while the sacrifice feels real. This is where most people actually quit: quietly, reasonably, on an ordinary day.
What they need: anchor them back to the decision they already made.
Mile 10 of 13. The work is almost done and the pain is loudest. The doubt isn't reasonable here, it's primal. This is the wall everyone talks about and trains for.
What they need: the literal image of the finish line.
Joshua writes from 20+ years in the rooms where leadership actually happens. These are the ideas behind the book, published on LinkedIn for the leaders who need them now.
It was the training that changed me. What an IRONMAN 70.3 taught me about what leaders are actually built from.
Read on LinkedIn → Performance + GrowthI crossed the line expecting to feel different. I didn't. The work that changes you happens before the race. Same for leadership.
Read on LinkedIn → Coaching DiagnosticOnce on a quiet Tuesday. Once at mile 10. They are completely different moments, and great leaders know which one someone is in.
Read on LinkedIn → The WeightThe 5am alarms. The silent pressure. The higher you move, the more you carry. And most of it never shows on a dashboard.
Read on LinkedIn → Performance EquationYour team attended the session. They came back fired up. Three weeks later, nothing changed. Here is why, and what actually fixes it.
Read on LinkedIn → All ArticlesNew leadership insights, framework breakdowns, and field notes from the intersection of sales operations and people development.
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VP of Sales · Revenue Leadership · Systems Builder · Author of Carry The Weight · IRONMAN 70.3 Finisher
Pipeline doesn't lie when the system is built right. Building the cadences, dashboards, and leadership habits that make inspection a culture, not a meeting.
The finish line doesn't fix you. The training does.
What you allow, you teach.
You can manage people into motion, but you can only lead them into commitment.
Avoided conversations are training sessions.
Leadership isn't heavy because of the work. It's heavy because of what you carry for others.
Your title gets you in the room. Your consistency keeps you there.
First-time and frontline leaders in years zero through five, experienced leaders developing other leaders, sales managers and VPs in B2B and SaaS, and anyone preparing to step into leadership. If you feel the weight of the role and you're tired of corporate platitudes, this book was written for you.
EKS stands for Effort, Knowledge, Strategy. It is a diagnostic that lets you identify whether a performance gap comes from effort, knowledge, or strategy in about 90 seconds, before you coach it. Most coaching fails because leaders coach the wrong problem. EKS fixes the diagnosis first. Chapter 8 walks through it in full.
OIRC stands for Observation, Impact, Recommend, Commit. A four-step coaching conversation built for buy-in and lasting behavior change instead of compliance. You share a specific observation, name its impact, recommend a change, and secure a commitment. Chapter 9 includes real scripts.
Because performance is multiplication, not addition. The Performance Equation is Knowledge times Reinforcement times Accountability. Training only delivers knowledge. Without reinforcement from the coach and accountability from the manager, anything times zero is zero, and the training was theater. Chapter 4 tells the story of the rep who proved it.
No. It is a leadership doctrine book that uses real stories, including an IRONMAN 70.3 journey and the author's hardest moments as a leader, to teach practical frameworks. Part memoir, part instruction: the stories earn the systems.
Carry The Weight launches on Amazon in paperback and Kindle through Lead Well Press. Join the launch list below to get the release date the moment it is set, along with the first chapter free.
Yes. Joshua is available for keynotes, leadership workshops, and executive coaching. Use the contact form on this page or reach out directly via LinkedIn. Response within 48 hours.
Join the launch list. You'll get the release date the moment it's set, the first chapter free, and field notes that didn't make the final cut.
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No spam. No fluff. Just the book and what it took to build it.
Joshua works directly with revenue organizations and leadership teams that want the systems behind the book installed in their culture, not just on their shelf.
Carry The Weight, live. The IRONMAN thread, the Performance Equation, and the leadership truths most events are too polite to say out loud. Built for sales kickoffs, leadership summits, and revenue conferences.
EKS and OIRC installed in your management layer. Your leaders leave able to diagnose before they coach and run conversations that change behavior. Half-day and full-day formats available.
One-on-one work for sales leaders carrying real weight: new VPs, second-line managers, and the leaders you are betting the number on. Structured 90-day and 6-month engagements.
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EKS and OIRC workshops installed across your management layer.
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