 | Holmes treats selling as a machine: Dream 100 named accounts, protected time for high-value work, and sequenced touch over spray volume. Useful as targeting vocabulary for victory decomposition — not a validated scientific scale. Holmes, C. (2007) · Portfolio · ISBN 9781591842156 |
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Key principles
- Dream-100 named accounts — Rank roughly one hundred ideal buyers or rooms; pursuit follows the list, not ambient “get more clients.”
- Pigheaded discipline — Fewer high-leverage sales skills, repeated until automatic — intensity on the short list beats novelty chase.
- Stadium-pitch filter — Craft offers that still hold if the room were huge — clarity under scale pressure.
- Time-blocking the machine — Protect calendar blocks for Dream-100 work so urgency cannot eat the list.
- High-touch sequence — Multi-step contact on named accounts, not one spray blast — persistence with a path.
- Education-based selling — Teach before you pitch so the buyer already walks part of the climb.
Core science
Folk sales OS, not a single RCT. Neighbour science is goal specificity and challenging targets (Locke & Latham) plus goal-system structure that keeps subordinate pursuits aligned with a North Star (Kruglanski et al.). The Dream 100 is a decomposed scoreboard under vision — Club Atlas maps that as Dream 100 of ideal clients.
Application
Open when a client or revenue Remontada is foggy — name the Dream 100 before another generic outreach week. Pair with La Remontada when the lag is commercial; wire vision → Morning Voice in doctrine, then visualise the next named contacts on the list before you dial.