---
title: "Resistance is Futile"
url: "https://books.joshbraun.com/4/forsale/108/resistance-is-futile"
---

**RESISTANCE IS FUTILE**

Have you ever noticed that the harder you push, the more resistance you get?

“I’m in a meeting. Can’t talk.”<br>
“Yeah, that’s okay, I just need a second or so. I just wanted to find out if you – ”<br>
“Don’t ever call me again!”<br>

Statements like this subconsciously communicate that you're putting your best interest first.

You’re not validating what the other person is feeling. Even if they're not in a meeting, they don't want to talk with you.

The way out?

Don't fight resistance.

Join the resistance.

Like this:“Okay, I'll call you later.”

Then call back later. The prospect is more likely to take your call because you weren't tone-deaf.

Call people who don't tell you they’re in a meeting. That's most people.

Resistance is futile.