Today is ten years since I published my first book

“Social Selling - Techniques to Influence Buyers and Changemakers” became a best seller and changed my life. Based on all the DMs and conversations I’ve had over the last decade, I know it has changed sales and marketing for the better, too

When you have salespeople consistently booking five high-quality ICP meetings a week, the results speak for themselves

Yet, it wasn't always viewed this way. Back when I started, people constantly told me that social media was "just a fad" and would never catch on. Fast forward to 2026, and social media is completely woven into the very fabric of society

Think about how much the landscape has shifted:

• The Old Way: A salesperson would turn up with a briefcase full of materials, sit down in a room with a prospect's stakeholders, and have to manually figure out the dynamics. They had to work out who mattered, what they cared about, and who really held the power. They’d ask things like, "Oh, so who holds the budget? Are they in today? Can I pop my head round the door?"

• The Modern Reality: Because of Social Media, Covid, and the permanent shift to remote work, the seller isn't in that room at the start of the process anymore.

That is why I love how the ideas we created 10 years ago still provide today's salespeople with the ability to build genuine visibility and influence. We see it every day, it shortens sales cycles and turns salespeople into true trusted advisors. In fact, I regularly get feedback from people who are closing major deals without facing any competition at all

Ultimately, social media gives salespeople the digital ability to "read the room" and successfully guide the modern sale

As we look to the future, I’m incredibly excited to see how our AI Agent, Azpertilo, is going to disrupt sales and marketing all over again. This time, we are providing people with the ultimate AI platform to build visibility and influence in this new AI age

If you are going to buy a book, don't buy this one, after all it's ten years old.  My latest book “Social Selling and Influence - Using Social Media for Cold Outreach and New Business sales” which was published at Easter 2026, which is totally updated and available on Amazon, here