We had the good fortune of connecting with Mor Assouline and we’ve shared our conversation below.

Hi Mor, we’d love to hear about how you approach risk and risk-taking
I’ve studied about successful people in business, sports, music, etc and the one common denominator that kept surfacing was they all took risk.

There are two types of risk.

1. Not Calculated: This is more like gambling. Typical behaviors of this are: Not hedging your bets, putting all your eggs in one basket, not coming up with a contingency plan, and not having backup plans.

2. Calculated: This is more like investing, not gambling. Calculated risks are usually driven by doing your due diligence/research and assessing the negative and positive consequences and weighing that against your risk tolerance and opportunity cost.

Most of my life I’ve not been a risk taker. I played things save. When I was confronted with a “risk opportunity” I’d back pedal and stay in my comfort zone. Eventually, I started paying attention to my successes and my losses and measured that against the common denominator I mentioned earlier (successful people take risks) and realized that in order for me to be more successul, I need to take more risks. But in order to avoid the fear of confronting risk, I had to position every risk by calculating it first.

I’ve discovered that you don’t necessarily need to have 100% certainty that something will work. 51% is enough. 60% is enough.

Can you give our readers an introduction to your business? Maybe you can share a bit about what you do and what sets you apart from others?
My business, FDTC (From Demo To Close) is a sales training and coaching program for B2B SaaS salespeople and early-stage founders.

What makes this sales training and coaching business different from others? 3 things:

1. I focus on a very specific niche, sales demos.

2. I don’t training or coach until I’ve understood the business’s buyer persona, challenges, and goals.

3. I’ve built and trained sales teams to close over 50% of their sales demos month over month (that’s not easy to do).

How did you get to where you are today business-wise. Was it easy? If not, how did you overcome the challenges? I’ve always had my head and hand in business at a young age, selling my toys to my own family as a pop-up $1 store (in my bedroom) when I was 9 or selling hair irons to students in high school. But this is small time (obviously). I had a bigger itch to scratch and wanted to work for myself. One of the main reasons was, why put in sweat equity, and sacrifice family time and sanity for someone else’s business? Isn’t that a waste? Wouldn’t it be more worth the squeeze and sacrifice if it was for me? When you’re an employee and screw up, you get a 1:1 with your manager and a pep talk, maybe a slap on the wrist, but you still get paid. When you’re a founder and screw up, you can’t pay your bills, your kids tuition, etc. The risk and pressure is different. So the way I overcome those challenges of high-pressure business is 1) affirmations 2) prayer 3) and a walk outside from time to time. All these 3 things keep things in perspective because when I grow old and onto the next work, non of those stresses actually matter. Look how quick a mega superstar like Kobe Bryant went from being alive, active, and probably thinking about day to day worries to all of a sudden not alive. Perspective is everything.

What are the lessons you’ve learned along the way?

1. You don’t need motivation if you have discipline.
2. Better to be smart then right.
3. Relationships are the real currency of business.
4. Luck is what happens when prepartion meets opportunity
5. One of my favorite quotes:

“Look at a stone cutter hammering away at his rock, perhaps a hundred times without as much as a crack showing in it. Yet at the hundred-and-first blow it will split in two, and I know it was not the last blow that did it, but all that had gone before.”

– Jacob Riis

What do you want the world to know about you or your brand and story? I’m Jewish Orthodox and my faith leans heavily on the belief that God is pulling the strings and the blessing of success comes from him, and I’m just a vessel. I look back at all of my successes (business and personal) and yes, although I had to put in a ton of effort, the results (good and bad) all come from God.

Shoutout is all about shouting out others who you feel deserve additional recognition and exposure. Who would you like to shoutout?
There are 4 people in my life, specifically my direct inner circle, that have inspired, supported, and mentored me along my journey.

2 of my best friends, David Bitton (5X entrepreneur) and Koby Assaraf (one my best friends that I knew since middle school).

David taught me sales, marketing, working efficiently.

Koby taught me how to be comfortable with risk and how to deal with adversity.

My wife, Sharone who always helped supported me in pursuing whatever I wanted to pursue.

My dad, who taught me that you don’t need motivation if you have discipline.

Other people in my life (not in my direct network) that have inspired me and mentored me indirectly:

1. Gary Vaynerchuk – taught me to give more than take and play the long game of patience.

2. Grant Cardone – taught me to think big and get my mind right about success.

3. Michael Jordan – who taught me that it’s okay to fail, as long as you try.

Website: www.demotoclose.com

Linkedin: www.linkedin.com/in/morassouline

Twitter: twitter.com/mistamor

Other: Podcast: https://anchor.fm/saastalks

Nominate Someone: ShoutoutArizona is built on recommendations and shoutouts from the community; it’s how we uncover hidden gems, so if you or someone you know deserves recognition please let us know here.