“Life Is Sales is a revelation. It beautifully illustrates an entrepreneurial journey, full of internal and external lessons that any businessperson will learn from. Rich exemplifies how entrepreneurship and sales are about relationships and service. Many entrepreneurs get it backward and put growth first—but serve and do the right thing, and scale will come. We can all use our gifts maximally to serve the world, with a little awareness, self-discovery, and purpose.”

—Verne Harnish, founder of Entrepreneurs’ Organization (EO) and author of Scaling Up

“If you were ever going to learn sales from anyone, it’s Rich Lyons. Not only because he is the walking example of “exponential success,” but because he is the living embodiment of a man who learned how to leverage his greatest asset: his heart to serve. As you will see in these pages, leadership is an inside job. Great entrepreneurs think the path to reach their dreams exists on a road map, when in reality it exists in their own mirror. If you’re ready to exponentially grow your wealth as well as yourself, Life Is Sales is the manifesto you’ve been missing, written by one of the greatest businessmen and humans of our time.”

—Jessica Zweig, chief visionary officer at Jessica Zweig, Inc., founder and former CEO of SimplyBe. Agency, and author of Be and The Light Work

“Through his own story, Rich brings to light the realities, rigors, and rewards of living life with a mission—taking the reader on a thought-provoking journey into the power of purposeful relationships and the compounding value of achieving mindful moments of awareness.”

—Brendan Witcher, VP and principal analyst at Forrester

“This isn’t just another sales book—it’s a life-changing perspective. Rich and Dr. Bob masterfully connect the dots between sales, business success, and personal growth. As someone who’s spent decades leading and growing businesses, I can confidently say this book offers invaluable lessons for success in both business and life. Readers will get practical, actionable strategies not only for sales but also for living a more purposeful life with awareness and choice and intent. Success is an inside job, and Rich examines and outlines a wonderful and successful journey.”

—Harvey Spevak, executive chairman and managing partner at Equinox Group

“Rich Lyons’ Life Is Sales isn’t your typical sales guide; it’s an exploration of how sales principles apply to all aspects of life. He cleverly blends personal experiences with business wisdom, demonstrating that true salesmanship involves understanding needs, building relationships, and empowering others to succeed. Whether you’re an entrepreneur, sales professional, or simply seeking a more fulfilling life, Life Is Sales offers valuable insights and practical strategies for achieving your goals while fostering deeper connections with those around you. It’s a compelling and insightful read.”

—Tom Ebling, board member and advisor to SaaS companies, former CEO at Demandware

“Great businesses aren’t built on products or services, the great ones are built on people and purpose. That’s what Rich Lyons understands at the deepest level. Having known Rich for over a decade, I know firsthand he doesn’t just sell—he builds real value. He builds companies, relationships, and cultures that thrive. Life Is Sales isn’t about mere tricks or tactics; it’s about leading with authenticity, earning trust, and creating real impact—building real value in business and life!”

—Bob Scwartz, managing partner, 47 B Street; board member and advisor, former president, Magento Inc. (Adobe Commerce)