TGCI 58: Secret to Success, the Go-Giver Way!

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Episode 58: Secret to Success, the Go-Giver Way!

TGCI 58 - Bob Burg


In today’s show, Pancham interviews Bob Burg. Bob is a sales expert, sought-after speaker of sales on leadership conferences, and a co-author of the international bestselling book The Go-Giver. 

Bob started from the bottom as he self-taught himself on sales and marketing. He is committed to inspire the audience on their venture to succeed the “Go-Giver” way. Now, he is one of the 30 Most Influential Leaders by the American Management Association and one of the 200 Top Most Influential Authors in the World by Richtopia.

Today, Bob will spark our entrepreneurial spirit as he discusses the 5 laws of success, how books became his biggest asset, and the mindset that you need in order to succeed. If you’re interested on doing things the “Go-Giver” way, make sure to give this episode a listen!

Pancham Gupta
Screen Shot 2020-09-16 at 9.04.36 AM
Bob Burg

Tune in to this show and enjoy!

TGCI 58 - Quote

Timestamped Shownotes:

  • 2:23 – Pancham welcomes Bob to the show
  • 3:04 – Bob shares his background information
  • 6:01 – How reading books helped with his personal growth
  • 10:00 – Overview on the 5 laws of success
  • 14:59 – How a “Go-Giver” declines an offer
  • 21:57 – How his business adjusted to the pandemic
  • 24:35 – Taking the Leap Round
  • 24:35 – One book that had the most impact on his life
  • 27:49 – His projects that helped him step out of his comfort zone
  • 28:25 – How he is giving to the community
  • 31:52 – Bob’s contact information

3 Key Points:

  1. Importance of both motivation and information
  2. Key indicator on how to say “no”
  3. The value of learning from one another

Get in Touch:



Read Full Transcript


Welcome to The Gold Collar Investor Podcast with your host, Pancham Gupta. This podcast is dedicated to helping high-paid professionals to break out of Wall Street investments and create multiple income streams. Here is your host, Pancham Gupta.

Hi, this is Joe Fairless. If you wanna diversify out of Wall Street investments, then listen to The Gold Collar Investor Podcast.

Hey, this is Mauricio Rauld, founder and CEO of Premier Law Group and if you are serious about investing in real estate, listen to The Gold Collar Investor podcast with Pancham Gupta.

Pancham: Welcome to The Gold Collar Investor podcast. This is your host Pancham. Really appreciate you for tuning in today. Let’s get into today’s show. Zig Ziglar says that you can have everything in life you want if you will just help other people get what they want. This is the secret to all aspects of fulfilling and successful life. However, it is easy to read this particular quote and difficult to implement it without having a proper framework around it. At least for me it was very, very difficult. You have to consciously put in effort to do so. Recently, I read this book, The Go-Giver, by Bob Burg and John David Mann. It is such an amazing book that it talks about the secret to success is giving. It puts a structure around this principle of giving by talking about five laws of success. Today, I have the pleasure of interviewing the co-author of the book, Bob Burg. Bob Burg, co-author of the international bestseller, The Go-Giver, and a much sought after speaker at sales and leadership conferences, is committed to inspiring the entrepreneurial spirit in all of us. He shows that companies both large and small that conduct their businesses the Go-Giver way are not only of much greater value to their customers, they are also significantly more functional and profitable as well. So, now let’s get into today’s show.


I am super excited for the show today. We have the honor of having Bob Burg, the co-author of The Go-Giver book with us today. Bob, welcome to the show.


Bob: Thank you. What an honor to be with you.


Pancham: No, honor is all mine. Thank you for your time here and I’m super stoked about today’s show as I know this show is going to be great. We are going to dissect the elements of personal growth and mindset that you need to be successful. Listeners, if you are watching this on YouTube, I want you to look at that library in the back. The library of books that Bob has behind his back, it’s a real treat. As a voracious reader, I absolutely love seeing that and I’m sure anyone who’s into reading, they would love it. So, Bob, tell our listeners about your background and, more importantly, the person behind that background.


Bob: Well, I began in broadcasting actually, first in radio doing sports, and then I moved to television doing news and I was working for a very small network affiliate in the Midwestern United States. I wasn’t particularly good on TV and I certainly wasn’t a good newscaster and I like to say I graduated into sales and the problem was I had no formal sales training and no sales experience and the place where I was working didn’t really provide any sales training so I was sort of on my own. So, for a few months I really floundered and was very frustrated. I then was in a bookstore one day and I saw a couple of books on selling. Now, this is 40 years ago, so I mean, today, that doesn’t seem like a big deal but back then, you didn’t see that as much, right? So, I was very encouraged just by the fact that, wow, there are actually books on how to sell, there’s something to this other than just knocking on doors and making calls and talking about my product, blah, blah, blah, blah, right? Which is the wrong way to sell and so I got these two books, one was by Zig Ziglar and one was by Tom Hopkins and I really studied them. Every night I’d come home from work and just, into wee hours of the morning, I would study and read and highlight and underline and take notes and dog ear the pages, and I mean, and just practice and practice and practice and within a few weeks, my sales began to go really well and I looked back on it and, of course, the only difference between where I was when I started and where I was 3 weeks later was I now had a methodology that I could follow. I had the information, and you and I were talking earlier about Jim Rohn and one of the things he used to say is, you know, it’s great to have the motivation but you’ve also gotta have the information, right? Otherwise, you’re excited, you’re motivated but you’re not really accomplishing much. Now, by the same token, you can have the information but if you don’t have the motivation, you’re also not gonna accomplish anything so it’s both, right? But I needed that. I have the motivation, I didn’t have the information. Once I have that, now, I was on my way. It’s really a matter of understanding that when you can tap into a system, you’re creating the environment for success. I define a system personally as simply the process of predictably achieving a goal based on a logical and specific set of how-to principles. The key being predictability. If it’s been proven that by doing A you’ll get the desired results of B, then you know all you need to do is A and continue to do A and continue to do A, then eventually you’ll get the desired results of B, so that was very encouraging. I started to really enjoy sales. I also started to learn that it wasn’t just a matter of studying how-to sales books but all the personal development information that allows us to grow on the inside, right? So I got all the books that you probably have in your library. How to Win Friends and Influence People by Carnegie, Think and Grow Rich by Hill, and The Magic of Thinking Big by Schwartz, and Psycho-Cybernetics and, you know, all these wonderful, The Greatest Salesman in the World and The Richest Man in Babylon and all the — you know, that teach us, that help us grow and, you know, we are also talking about —


Pancham: Probably this one too.


Bob: Yeah, that was the first one I got. Here’s a funny thing that’s by Og Mandino and a couple of years before Mr. Mandino died, I was his opening speaker on a couple of different sales rallies and what we discovered was we both actually came from the same hometown.


Pancham: Oh wow.


Bob: Yeah so that was really a thrill for me and he was such a wonderful man but I think I’ve read just about all of his books. He’s such a great storyteller. So, you know, eventually I worked my way up to sales manager of another company and began also teaching people and companies how to do what was working for me and then I kind of eventually morphed into a speaking career.


Pancham: Great, absolutely awesome background there and you mentioned so many things in that little background that, you know, I want to dissect into. You mentioned about Tommy Hopkins and Zig Ziglar and I remember being in a conference where Tommy Hopkins was speaking and he said, in the 70s, he sold on average one house a day for the whole year.


Bob: Yeah.


Pancham: That is like without internet, there was no like MLS of the sorts, right? So imagine in those days, he was able to achieve that and his techniques are just amazing, right?


Bob: Yeah, and it’s interesting. He learned from J. Douglas Edwards who was his mentor, who was the great sales trainer at the time, and when Tom Hopkins started in real estate, he didn’t know anything. You know, he didn’t know anything about sales and he floundered for a while and he invested in himself like going to a seminar by J. Douglas Edwards and that changed the entire trajectory of his life. So, you know, it tells us we can all learn, you know? We don’t have to just accept where we are as the final place. Not at all, not at all. There’s so much great information out there and, of course, you’re a great mentor to your students and to your listeners and your viewers for what you’re teaching them how to do in terms of investing and all the different things that are gonna help add value to their life.


Pancham: Right.


Bob: And, you know, one of your mentors is a great friend of mine, Kyle Wilson. So, we can all learn. That’s the wonderful thing about this, we can all learn from each other.


Pancham: Exactly, exactly. Thank you for sharing your background and, you know, I recently read your book The Go-Giver here and it’s an amazing book and I wanna say this live that it had had a profound impact on me. I’m sure many people must have told you this but I actually got very emotional and I was in tears multiple times as I was reading the book. So thank you, thank you for writing the book.


Bob: Well, I had a wonderful co-author by the name of John David Mann and John is a wonderful storyteller. I’m much more of a how-to person. You know, I’m step 1, step 2, step 3.


Pancham: Yeah, the engineer.


Bob: Yeah, right, and John though, who, by the way, he was a great entrepreneur, very successful in his own right before he became a writer, he can tell a story like nobody I know and so it was really a fun collaboration to work on this with him.


Pancham: Great, thank you to John and you for writing this. For the listeners who have not read the book, give us a quick overview of the five laws that you and John share in the book.


Bob: Yeah, and it begins with a premise. Everything is based on a premise which it usually is and the basic premise of The Go-Giver is simply that shifting your focus from getting to giving and when we say giving in this context, we simply mean constantly and consistently providing immense value to others. Understanding that doing so is not only a more pleasant way of conducting business, it’s actually the most financially profitable way as well and not for, you know, some reasons of, you know, woo-woo, way out there kind of magical mystical reasons. No, it actually makes logical sense. It makes rational sense because think about it, when you’re that person who can take your focus off of yourself and instead place it on that other person, making their life better, helping solve their challenges, helping them to attain happiness, people feel good about you. People wanna get to know you, they like you, they trust you, they want to be in a relationship with you, they want to do business with you, they want to refer you and send your praises to others and be your personal walking ambassador. So, it really just makes sense that when you do that, you know, when you’re focused on them, you create that environment for success. The five laws themselves are the laws of value, compensation, influence, authenticity, and receptivity, and the law of value which is sort of the foundational law or foundational principle, they all work together and if you took even one of them out of the equation, it simply wouldn’t work as well, okay, so they’re all important but this is kind of the one that everything is built upon and the law of value says your true worth in the business sense, your true worth is determined by how much more you give in value than you take in payment. So, that sounds rather counterintuitive when you first hear it. Give more in value than I take in payment? I mean, now, that sounds magical and mystical. I mean, sounds like a recipe for bankruptcy is what it sounds like so we have to understand the difference between price and value. Price is a financial figure. It’s a, you know, dollar, the rupees or it’s shekels or it’s euro, it’s just currency that’s the price, okay? It’s what someone is asked to pay, what someone pays for something is the price. Value, on the other hand, is the relative worth or desirability of a thing, of something to the end user or the holder. In other words, what is it about this thing, this product, service, concept, idea, what have you, that brings so much worth to another human being that they will willingly exchange their money for it and be glad that they did while you make a very healthy profit? So, let’s say, you know, you hire an accountant to do your taxes and this person charges you we’ll just say, you know, $1,000, that’s their price, that’s their fee or their price but what value do they give you in return to make this so worthwhile? Well, they save you $5,000. They save you countless hours. They provide you and your family with the security and the peace of mind of knowing it was done correctly, right? They gave you well over $5,000 in value in exchange for a $1,000 price. They gave you more in value than they took in payment so you feel terrific about it and they made a very healthy profit as well because, to them, it was worth it to lease out their time, their knowledge, their expertise, their labor for $1,000. So, in fact, in a free market-based exchange and when I say free market I simply mean no one is forced to do business with anyone else, so, in this type of exchange, there should always be two profits. The buyer profits and the seller profits because each of them come a way better off afterwards.


Pancham: Exactly, exactly.


Bob: And so that’s really what the law of value is all about. We understand that the bigger the difference between the price and the value, the better, right?


Pancham: Right, exactly. That’s great, thank you, thank you for explaining that and, you know, listeners, if you have not read the book, I would highly encourage you to go get the book. I will actually give out five books to the first five listeners after listening to this episode. If they e-mail me and, you know, give me their address, I will send that out to them from Amazon.


Okay, you know, so some time ago I was watching this time management program by either Brian Tracy or Darren Hardy and in the video, they said, one of these guys said that the most super successful, I mean the stratosphere like successful people, they are successful not because of what they did, it’s because of what they did not do. They say no to 99.999 percent of the things and they focus on that one thing and I personally struggle with saying no and after reading your book, I am actually confused. How does a go-giver tell a person, like, “No, I don’t want to do that”?


Bob: So, first of all, I agree with you and with Brian and Darren and with Steve Jobs who said the same thing that you’ve got to be able to say no to practically everything and the reason is this: As you get more and more successful and as you do business the go-giver way, a person will become more and more successful. Now, the more successful you become, the more people will continually ask you to do things. Now, it’s often with very good intent and you may even would like to, you know, do it but you know it’s not the highest and best use of your time and if you say yes to this one thing, by the very definition of the thing, you’re saying no to something else and it’s very important to make sure we say yes to that which we should say yes to and that we say no to what we should say no to. The key isn’t that we have to say no, that’s — we do have to say no more than we say yes. However, we can say no in a way that honors the other person, that makes them feel genuinely good about themselves, that communicates the fact that we’re not going to accept or take on this request but in a way that is kind and tactful and so, you know, if you’d like I can walk you through a really easy way to do that.


Pancham: Yeah, that would be awesome actually. Let’s do that, that would help me as well so some self-interest here.


Bob: So, let’s say someone asks you to — and we’ll just take something very generic, to serve on a committee, okay? Now, it’s a compliment that they’re asking you. Obviously, they feel you can bring value to this and so forth for whatever reason it is, it’s not something you want to do or feel it’s the best use of your time, okay? Now, being a go-giver should never be misinterpreted as being self-sacrificial or a martyr or a doormat that has to just be at everyone’s beck and call. No. If you do that, you’re not helpful to anyone, okay?


Pancham: Right.


Bob: So, you’re gonna say no to this because you decide that you should say no. So, they ask you to serve on this committee. Now, some people say, well, just say no, just tell people no. You know, for a long time there was a saying, “No is a complete sentence.” You know I cringe when I hear that because it sounds good in theory. It sounds all empowering and everything but really is that what you’re gonna do? Someone asked you to serve on a committee and you just say no. Of course not, it’s rude and it’s probably gonna close that person off to ever asking you to do anything again and you may not want to close off that opportunity but the real reason you’re not gonna say no like that is because it’s incongruent with your value system of treating people with kindness and respect, okay? So, there’s another way people will say to say no which, again, I also disagree with and that is the kind of fib and just say, “Well, I would but I don’t have the time.” Well, the problem with that is you know it’s not that you don’t have the time, you just don’t value doing that thing as much as you value not doing that thing but that aside, the other person has heard this excuse and they know how to answer it and when they very compellingly and persuasively assure you that time will not be an issue for you, now you’re stuck. Now, you either gotta say, “Well, actually, I guess you know I don’t wanna do and I was lying,” and now they don’t — now they’re kinda mad and you’re kind of mad at yourself and you feel yucky for doing that, right? Or, in order to save face, you’ve got to accept the engagement that you don’t want to do. So, here’s another way to do it where you can be truthful and honor the other person while respecting your own boundaries and that is simply this: When they ask you to do this thing, to serve on the committee, whatever, you simply say, “Thank you so much. While it’s not something I’d like to do, please know how honored I am to be asked.” And that’s it. What you’ve done is, first, you’ve thanked them, okay. You let them know you were honored to be asked, absolutely. At the same time, you let them know it’s not something that you’re gonna do but here’s what you didn’t do. You didn’t give them an excuse to sort of hang their hat on in objection to answer, if you will, okay? Now, your wording might be a little bit different depending upon your style. It might be, “Oh, thank you for asking. It’s not something I choose to take on but please know how grateful I am to be asked.” That’s it.


Pancham: Wow, amazing technique. Actually, I’m gonna use that, I’m gonna actually take a note of it, put it on the wall. So that I get used to it and I —


Bob: Practice it a couple of times and you’ll see how — now, by the way, so if the person this first time doesn’t take no for an answer and says, “Oh, but come on, we really need…” Just listen to them, don’t interrupt them, just don’t have a defensive look in your face, just nice and calm and serene, and then when they finish and they stop, you simply say, “Oh, I appreciate, I don’t think so but thank you so much again for asking.” And you just do that, be willing to outlast them like that that one time and you will have retrained them. Now, by the way, with all this said, I’m not saying not to say yes. Say yes when you want to say yes, when you feel it serves the higher and the best interests of everyone involved and when you feel it’s appropriate to do by all means, but to the degree you’re able to say no, okay, that’s the degree you can say yes when that’s the appropriate choice.


Pancham: Got it, got it. Absolutely makes sense and this is something I guess you get better by doing it and practice, practice, practice.


Bob: Absolutely, absolutely and you can do this, by the way, it works on e-mail, by phone, in person, text, it doesn’t matter, it’s the same principle.


Pancham: Got it, got it. Thank you, thank you for sharing that so I have actually a long list of questions, I don’t think I’m gonna get through that with all the time we have so I’m gonna cut that. So, I wanna switch gears and ask you about this COVID-19 situation. I’ve been asking this to every single guest on this show and, you know, how has that impacted you or your business? Have you changed anything because of it? And, if so, what is it that you’re doing differently now?


Bob: Well, with me, not really as much because, you know, for most of my career, I’ve been a speaker at conventions and conferences but over the last couple of years, as I’ve gotten older, I’ve really cut back the number of times that I travel. So, when this first hit many of my colleagues in the speaking business, oh, I felt so bad, they’ve just lost a whole year’s worth of business. With me, I didn’t really have that many things scheduled anyway so much more of our business now was online. We have learning courses that we sell, we have a team of certified go-giver speakers who license intellectual property in the go-giver programs and so forth so and now I’m just starting to do more paid engagements, you know, conferences online so I charge less but I don’t have to travel, I don’t have to get on a plane so, personally, it hasn’t really affected me as it would have if I were younger and still, you know, on the road a lot. Of course, I do feel terrible for all the people in all different fields and its effects as well as people who have actually gotten sick and, you know, relatives and friends and people who have — so it’s been a very, very difficult situation, sure.


Pancham: Yeah, okay, alright. Thank you, thank you for sharing that and I’m glad that did not impact so much for your business. We will be back after this message.


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Let’s move on to the next section of the show which I call Taking the Leap round. I ask these three questions to every guest on my show where we are talking about personal development. My first question for you, Bob, is what is one book that took your journey to the next level and had the most impact in your life? Not including your own books.


Bob: Well, I wouldn’t have named my own books because I don’t learn anything from my books. There was a book by a man named Harry Browne, very few people know of this book. It was published after he passed away about 10, 11, 12 years ago and he wrote these two brief manuscripts and when he died, his widow found them on the computer hard drive and she told another person about it who knew someone, an independent publisher, who thankfully published it and it’s called The Secret of Selling Anything. That wasn’t his title but it was one of the parts in the book where he said the secret to selling anything is very simple. Discover what the other person wants and help them get it which is really what selling is about but what these two little manuscripts were about that eventually got put into a book was about understanding human nature and Harry, who I actually got to know for a while when he was still alive, he was absolutely magnificent when it came to understanding human nature and really respecting human nature in terms of not expecting people to change or act a certain way because we would like them to but understanding they’re gonna act a certain way because that’s how they’re going to act and so much of it is actually very predictable when you think about human nature and the basic elements of human nature. So, the first part of the book is on that and then the second part is taking human nature, the elements of human nature, and bringing it into sales and it was really such a wonderful book. I did a blog post review on it. If people want to read it, they can go to and then in the search just put the name “Harry Browne” or they can write in in the search “The Secret to Selling” and then it will pop up and so the blog post title is The Secret to Selling Need Not Be a Secret and I do a review on the book and I highlight the principles, the basic principles he taught so that was a book that was a real game changer for me and it’s one that I recommend to everyone.


Pancham: I’m gonna order it right after our show here.


Bob: And just so you know, again, it was written in the 1960s so the language is very 60s-ish language so I always let people know for both men and women, you know, it’s his as opposed to his and her and, you know, language like that that could be — if it was written today, it would be considered to be sexist but he was not. He was a wonderful man, it’s just that was, you know, the style of writing in the 60s and so forth so I ask people to please forgive that but the principles on the book itself, just absolutely magnificent. 


Pancham: Great, thank you for sharing that. My next question for you is are you working on anything that is bringing you outside of your comfort zone? If so, what is it?


Bob: At this time, I’m really not. Right now, I’m working on — right now, The Endless Referrals, The Go-Giver Way online video course, and the Selling the Go-Giver Way mini course are the two we’ve just completed and we’re marketing those but that’s, you know, that’s fun. There’s nothing about that that’s outside my comfort zone so, no, at this time, I’m not.


Pancham: Okay, alright. My last question for you is how do you like to give back to the community?


Bob: So this is an interesting question because the term “give back,” I don’t generally use that term. I’ll explain why. I’ve talked about this with several of my friends who are in the abundance and prosperity and why we have an issue with this term. First of all, giving back is sort of the name people now use for charity, okay? 


Pancham: Correct, yes.


Bob: Okay. Charity is not necessarily about giving back. It’s just giving because it’s in your heart to do so. It’s not out of a sense of obligation, it’s out of a sense of it being congruent with your values, okay? Giving back is sort of the way — this is just the way it’s used, okay, is that, okay, you’ve made a lot of money, well, don’t you — I’ll give some of it back but that implies that you took that money but you didn’t take money from people. You exchanged value for value, right? The only way you could give it back is if you took it first or took it by force or by nefarious means and so if someone does that, well, forget about giving back, they should be in jail, okay?


Pancham: Alright.


Bob: So, no. When we talk about giving, you know, whether you’re writing a check for $10,000 to the local animal shelter or to the leukemia society or to whatever your charity, really, I don’t believe you’re giving back, you’re giving. Now, we could take a reversal of that. We could say, let’s say, God forbid, you had leukemia and because of the good people of the leukemia society, you know, you got cured and healed and so forth. Well, now you’re giving back to them because, you know, you feel like you wanna give back, right? But that aside, we tend to kinda see giving back as almost a way of saying, well, you took something and now you owe it because you took it from others and I don’t believe that’s the case. In a free market, if no one’s forced to buy from you, the only way you got wealthy is because you provided such exceptional value to the lives of so many people. If you choose to give some of it, hopefully a lot of it, to charities or other causes, wonderful but we just call that giving.


Pancham: Right, such as a profound thought there and I learned so much from that, I’m gonna actually change that question. Do you have a blog post on this topic?


Bob: You know, I never did blog about it and I probably should. I guess I kind of thought that, you know, it’s almost like one of those things that people don’t wanna hear because the term “give back” is just such a part of the vernacular today.


Pancham: Yeah it became —


Bob: And I know what they mean, and I respect what they mean. They mean give charity and, of course, that’s something that I would hope people hold as a high value. The fact that I think giving back actually takes it away from being charity and makes it obligatory, you know, I didn’t but maybe I will write a blog post about that or do a video about it, that’s a good idea.


Pancham: Yeah, it would be awesome to actually see that and use it actually. So, great. Thank you, Bob, for your time here and I know we ran a few minutes over here.


Bob: That’s quite alright.


Pancham: How can listeners reach you, connect with you, join your community? I know you have this course as well that you’ve put together for people who are looking to sell. Tell our listeners about that.


Bob: Well, they can go to and explore the site if they like. There’s a bunch of resources on there, including a place where they can read a chapter of my books and, you know, decide if they’d like to go ahead and purchase through, you know, Amazon, through the links, that’s fine. They can also connect with me on all sorts of social media. On that site at the very bottom, I think it has links to all the Twitter, Facebook, LinkedIn, Instagram, and then we also have a free mini course which is a video, video mini course called Selling the Go-Giver Way. When they go to, it will just pop up after a few seconds or they can go to and it will come up to that page.


Pancham: Great. We will put all of that in the show notes so that people can find it easily and thank you so much for your time today, Bob. It’s been an honor to have you.


Bob: My pleasure. The honor is absolutely mine. Thanks for the great work you do.

Pancham: Thank you, thank you, Bob.

Thank you for listening to The Gold Collar Investor Podcast. If you love what you’ve heard and you want more of Pancham Gupta, visit us at and follow us on Facebook at The Gold Collar Investor. The information on this podcast are opinions. As always, please consult your own financial team before investing.

TGCI 58 - Bob Burg

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