— THE PACE PROTOCOL
Stop Paying the
Invisibility Tax
You’re not losing deals because your competitors are better. You’re losing them because they’re easier to understand. I help you make buying obvious through behavioral science applied to your sales and marketing.
Trusted by 1,000+ founders | Author of Feel Good About Selling and Distinct: How Experts Become the Obvious Choice (coming soon)
The Expert’s Curse is Real—and it’s Costing You
The better you are at what you do, the harder it becomes to explain it. Most founders are brilliant at their craft but invisible in their market. That gap is the Invisibility Tax — and you pay it every time a lesser competitor closes the deal that should have been yours.
01
The Expert’s Curse
Your depth works against you. You’re so close to your expertise that you forget it’s new to everyone else.
02
The Translation Gap
Buyers don’t decide with logic. They feel their way to a decision. Your message isn’t reaching that layer.
03
The Invisibility Tax
Every confused prospect who walks away is money paid to someone with half your skill but twice the clarity.
— THE PACE PROTOCOL
A behavioral framework to make buying obvious
Most sales and marketing advice treats the buyer as a rational actor weighing features and price. But buyers don’t decide that way. They feel their way forward — then justify the decision with logic.
PACE is the proprietary four-pillar protocol developed over 23 years of working with founders, consultants, and sales teams. It’s grounded in behavioral economics and built for the real world.
“It’s not about shouting louder. It’s about articulating your value so clearly that the right clients would feel stupid walking away from you.”
The PACE Diagnostic maps where you’re bleeding — and builds the roadmap to fix it.
P: Positioning
Strip away the Expert’s Curse. Define what you do with the clarity your buyer’s brain needs to categorize, trust, and engage with you. If they furrow their brow, your positioning is broken.
A: Authority
Build the credibility that earns the right to make an offer. Proof architecture, a repeatable marketing engine, and value engineering that warm buyers before you ever speak to them.
C: Conversion
Turn clarity into committed action. The enrollment conversation, the transformation invitation, and emotional regulation under pressure — make buying from you obvious.
E: Expansion
Build a business that grows on your terms, not just in revenue, but in freedom. Do your best work with the right clients, at the right price, without burning out doing it.
— START HERE — $47
The PACE Self-Assessment
Most founders have a vague sense that something in their sales or marketing is off. The PACE Self-Assessment shows you exactly what — and exactly where — in under 10 minutes.
28 questions. Four pillar scores. A personalized gap report and PDF you can act on immediately — or use as the foundation for deeper work with Ted.
No fluff. No generic advice. Just a clear picture of where your Invisibility Tax is highest — and what to do about it.
28-Question Assessment
The PACE Self-Assessment
Run your sales and marketing through the PACE lens. Find your gaps. Get your roadmap.
→ Score all four PACE pillars instantly
→ Identify your higest invisibility tax
→ Pillar-level insights and specific next steps
→ Downloadable PDF report you keep forever
→ Prescriptive CTA based on your weakest pillar
Distinct — The Hidden Science of Getting the Yes. How experts become the obvious choice. Coming soon.
Feel Good About Selling — “Best sales book I’ve read in years!” Available on Amazon.
— ABOUT TED
I built a market-leading brand — then watched it erode…
Early in my career I built a brand that dominated its space. Real results. Real revenue. More passive income than most people make on a full salary.
But when the market shifted, I couldn’t defend what I’d built. I had the results but not the supporting framework. I watched competitors who shouldn’t have been winning step into the ground I’d cleared — because they were clearer, not better. That was the most expensive lesson of my career. And it became the question I’ve spent 23 years answering: why do buyers choose the wrong person, and how do you make sure it stops happening to you?
The PACE Protocol is the answer I built from that experience. Now, after training thousands of founders and sales teams, reverse-engineering what actually drives buying decisions, and applying behavioral science, I know what works.
I’m the founder of Consulting Academy, author of two books, and a recognized voice in buyer psychology. I’ve built record-breaking sales teams and been rated 5 stars consistently across everything I’ve delivered. But my clients don’t hire me for any of that. They hire me because I see things in their business they can’t see themselves, and I know exactly what to do about it.
For down time, I write, noodle on social media, and practice martial arts. I have four kids with my wife, Nicole. We have two dogs (Oatmeal and Honeybee) – my kids wanted me to mention the pets 🙂
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What Others Are Saying
Amazing
The tools and tips are so amazing – thank you, thank you! ~ Jerry L.
Wow
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So Helpful
The resources (and mindset) are SO helpful. I don’t have to build them myself! ~ Anna M.