From TV news anchor to super-salesperson to motivator, Bob Burg learned that to sell is to serve. Co-author of the parable of the “Go-Giver,” He learned from masters including Benjamin Franklin that gratitude and serving others is the key to success in life. “Systematically face your Negative traits—change them!” Shifting his focus from making money to serving others brought a huge change in his life. Early in his sales career, a mentor told him, “Don't have ‘making money’ as your goal. The target is serving others,” Burg tells Don Hutcheson, host of the Discover Your Talent, Do What You Love podcast.