Are You 90% — or Do You Belong to the 1%?
- Jennifer He
- 7 days ago
- 3 min read
When I say “the 1 %”, I’m not talking about the top of the wealth pyramid—although if you grow your business right, you could absolutely end up there:).
I’m talking about a different kind of 1%: The rare business leader who is both tactical and strategic.
The Three Types of Business Leaders
This observation comes from Chet Holmes in The Ultimate Sales Machine—and our own real-world encounters with clients and peers have validated his insights again and again:
90% are tactical – They focus on execution. They react to what’s urgent, handle what’s in front of them, and get things done… but often without a long-term plan.
9% are strategic – They think long-term, see patterns, set direction… but sometimes lack the grounding to execute consistently.
Only 1% are both tactical and strategic – They not only do the work but also choose the right work to do.
This is the mindset we talk about in Roots & Wings: execution grounded in a long-term vision.
Tactics vs. Strategy — Know the Difference
Let’s be clear:
A tactic is a method or technique to achieve a short-term goal.
Example: Running a one-day flash sale or sending a cold email.
A strategy is making choices on how to win customers better than the competition. It's more long term in nature.
Example: Positioning your brand for a premium audience over 12 months or entering a new market segment.
Need more depth? We covered this in our earlier post: What Sets Strategy apart from Tactics,
Here is the problem: too many leaders stay in tactical mode without realizing it. And in today’s world, where it’s 10x harder to get a meeting with a prospect than it was a decade ago, that’s a costly mistake.
The Buyer’s Pyramid — Why Most Leaders Miss 90% of the Market
Another timeless insight from Chet Holmes:
3% of your market is buying right now.
6–7% are open to it but not actively looking.
90% are not thinking about it.
If you only pitch your product or service, you lose that 90% immediately. And that's exactly why you need to be strategic.
How to Reach the Other 90%
Stop trying to sell. Start trying to provide value.
You will attract far more buyers by offering to provide them something valuable than by pushing your product.
Example from our own experience:
A customer walks into our retail store looking for something we don’t stock. Instead of letting her leave empty-handed, we give expert recommendations on where she can find it right away. She walks out with nothing from us that day—but she remembers the expertise, the trust, and the experience. That’s how loyalty is built.
When you provide value first, you’re no longer “just a vendor.” You’re a trusted advisor.
Love Your Client's Reality First
As I often say:
Fall in love with your client’s reality before you fall in love with your product or service.
When you focus first on their world — their challenges, pressures, and goals — you instantly become more relevant and more trusted.
The Question for You
Relationships are built on trust. Ask yourself:
How can you help your target audience solve their burning problems—even if it has nothing to do with your product?
The rare 1% of business leaders who thrive are the ones who listen deeply, provide generously, and lead with a long-term vision.
Are you one of them?
