Why Empathy, Simplicity, and Enablement Are the Keys to Sales Success with Bill Gusmano
When it comes to sales enablement and training, there are good practitioners, great practitioners, and then there’s Bill Gusmano.
Recently, I had the pleasure of sitting down with Bill, who is Co-Founder and CEO of The Motivated Mind Group (MMG). What struck me most wasn’t just his depth of experience—though, believe me, it’s vast—but his ability to blend empathy, clarity, and creativity into everything he and his team deliver. Bill’s approach is effectively a framework that transforms teams and drives tangible, enduring results.
If you’re unfamiliar with MMG, they’re a full-service creative agency that works with some of the biggest names in the business: Amazon, HP, Brocade, and others.
But their work is anything but “big corporate” in feel. Instead, they bring a fresh, human-centred approach to sales enablement, training, and creative strategy that helps teams cut through complexity and connect with their audience.
Below are some of my biggest takeaways from our conversation. But feel free to...
Watch the full interview here:
“Empathy Is the Most Underrated Sales Skill”
One of Bill’s core beliefs is that the ability to empathise is what separates average sales teams from exceptional ones. He shared a simple yet profound example: when salespeople stop focusing on what they want to sell and start focusing on why their customer needs it, everything changes.
“If you can empathise with the person,” Bill told me, “put yourself in their shoes and understand what they’re hearing and what they need to hear, that’s how you make it clear.”
Bill’s ability to teach empathy—not as a fluffy concept, but as a practical, actionable skill—is one of the reasons MMG’s training resonates so deeply. Whether it’s a channel partner figuring out how to reduce friction or a sales team learning to communicate value without jargon, empathy is at the core of their transformation.
Turning Complexity into Clarity
Another standout insight from our chat was Bill’s emphasis on simplicity. In an industry that loves to drown people in features, specs, and technical details, Bill’s mantra is clear: focus on outcomes.
“Simplifying a complex message is probably the biggest value we deliver,” he said. “You need to explain it in their terms and their value.”
MMG’s work is all about breaking down the complexity of their clients’ offerings into simple, customer-centric messaging that aligns with real-world outcomes. From e-learning modules to live workshops, every piece of content they create is designed to help sales teams and channel partners deliver a message that sticks.
Why Enablement Beats Training
One of the most striking parts of our conversation was Bill’s distinction between training and enablement. Training, he explained, is about teaching someone how to do something. Enablement, on the other hand, is about giving them the tools, confidence, and accountability to actually do it.
Bill shared a vivid analogy: many organisations throw raw meat (leads) at their channel partners, hoping they’ll figure out how to cook it. Instead, MMG teaches their clients to fish, equipping them with the skills, processes, and independence to succeed on their own.
“The difference between training and enablement is accountability,” he said. “You’re not just teaching skills; you’re making sure they know how to use them and take ownership.”
The Story of The 18th Camel
One of Bill’s most memorable teaching moments came in the form of a parable—the story of the “18th camel.” For full effect, here’s the whole story:
There was once a Sultan who passed away, leaving his estate to his three sons. Among his possessions were 17 camels, and his will laid out specific instructions for dividing them among the sons. The first son was to receive half of the camels, the second son a third of the camels, and the third son a ninth of the camels.
However, when the sons began trying to divide the 17 camels, they realised they had a problem. Seventeen is not divisible by two, three, or nine in whole numbers. The division quickly became a source of arguments and frustration among the brothers.
Desperate for a solution, someone suggested they seek advice from a wise old woman who lived nearby. The brothers visited her and explained their dilemma. After listening carefully, the old woman said, “Well, I happen to have a camel that I don’t need. I’m happy to lend it to you so you can figure this out.”
Now there were 18 camels. With this extra camel, the division became much easier:
Half of 18 camels went to the first son: 9 camels.
A third of 18 camels went to the second son: 6 camels.
A ninth of 18 camels went to the third son: 2 camels.
When they added up the camels distributed to each brother (9 + 6 + 2), they had given out exactly 17 camels. This left one camel—the 18th camel—which they were able to return to the wise old woman.
The seemingly impossible problem had been solved.
This story is a brilliant illustration of the importance of thinking outside the box, collaborating, and seeking creative solutions to problems that seem unsolvable at first glance. As Bill points out, getting to "yes" when making deals is all about negotiation, problem-solving, and finding ways to achieve outcomes that benefit everyone involved.
By bringing in a fresh perspective and uncommon variable (the 18th camel), the wise woman helped the brothers to satisfy the otherwise impossible terms of their father’s will and resolve their conflict.
The question Bill left me with after sharing this story was: how can we apply the principle of the “18th camel” to our work? Whether it’s in sales, training, or solving business challenges, sometimes the solution isn’t about fighting over the 17 camels—it’s about finding the missing piece that makes the whole problem manageable.
The Framework for Success
If you’re wondering how MMG delivers such transformative results, here’s the process in Bill’s own words:
Understand and Empathise: Start by truly understanding the audience and their pain points. Empathy is the foundation for clear, relatable messaging.
Simplify the Message: Strip away complexity and focus on outcomes. What does the customer really want? Why do they need this product or service?
Engage Through Training: Use engaging content, real-world scenarios, and storytelling to deliver training that sticks.
Enable for Long-Term Success: Equip teams and partners with the skills, processes, and confidence to take ownership of their performance.
Align and Iterate: Ensure teams, partners, and customers are all working toward shared goals, and continually refine the process for lasting results.
Why This Matters
When organisations fail to address these core issues, the consequences can be devastating: misaligned teams, wasted resources, and frustrated salespeople who never reach their potential. But with the right mix of empathy, clarity, and enablement, the picture changes entirely.
“The goal isn’t just to train people,” Bill said. “It’s to give them the tools and confidence to succeed, over and over again.”
For anyone looking to simplify their sales process, empower their teams, or turn their channel partners into autonomous powerhouses, Bill Gusmano and MMG are the real deal. And after speaking with Bill, it’s easy to see why so many of the world’s leading organisations trust him to lead the way.
Have you ever worked with someone who made complex things simple, or helped you see a clearer path forward? Share your stories in the comments—I’d love to hear how others are using empathy, clarity, and enablement to drive success.
Follow Bill here on LinkedIn:
https://www.linkedin.com/in/bill-gusmano-374b953/
Find out more about MMG here:
