Real Leaders

Welcome to the first episode of a special new focus for the HeySue Podcast: the Never Ask for the Sale Series. These new episodes are inspired by the September 2025 launch of Sue Heilbronner’s newest book, Never Ask for the Sale: Supercharge Your Business with the Power of Passionate Ambivalence. Never Ask is based on the philosophy or sales technique Sue calls “passionate ambivalence,” the freedom to be as passionate as you are about a possible sale and equally unattached to whether you close any specific business. Sue argues in Never Ask that executing on this mindset will propel the success of solopreneurs, startup founders, service providers, company account executives, and anyone who is selling or influencing in a context that depends primarily on themself. The Never Ask series will focus on sellers, founders and CEOs Sue believes exhibit features of passionate ambivalence in their approach to selling and growing their companies. Kevin Brown left corporate America and cofounded (with Keah Kalantari)