I write about sales, leadership & productivity to help you become a top sales performer. RSM at Lonestar Forklift | AIB MBA

I’m Chris Crane, and my mission is simple:

Transforming industrial sales reps & teams into formidable professionals.

Over my 15-year sales career, I’ve closed over $100 million in industrial equipment deals, trained more than 150 reps, and led industrial sales teams across Canada and the U.S.

I built the Scaling Success System™ to give industrial sales teams what no one else offers: a sales operating system specifically engineered for industrial sales.

This system has taught over 150+ industrial sales reps & teams to operate as formidable professionals, and it can do the same for your team.

DM "sales" to learn more.

Chris Crane

Turning Invisible Brands into Unforgettable Legacies | Founder, BetterEver

You’re already the best in your space.
I make sure the market sees it that way.

You have the results, the story, the soul.
I engineer perception so your expertise dominates, not competes.

👋 Hi, I’m Sujoy Basak
Founder of BetterEver | Neuroscience Marketer | Strategic Partner to ambitious service founders tired of being invisible.

With 23+ years of entrepreneurial grit and a deep obsession with psychology, neuroscience, and first-principles thinking, I’ve built a proprietary framework that transforms service brands into the obvious choice.

🔍 What I Do
I help service businesses position themselves so clearly, so powerfully, they stop chasing clients and start attracting the right ones.

Here’s how:
✅ Positioning that pierces the noise – your message becomes unmissable
✅ UVP that sells before you do – clients “get” your value instantly
✅ Audience alignment – ideal clients feel like you’re speaking their language
✅ Competitor pattern recognition – exposing gaps that put you in front
✅ Predictive brand resonance – ensuring your signals connect before launch

All powered by the BetterEver Neural Positioning System™.

🧬 Why Neuroscience + First Principles?
Because buyers choose with emotion and defend with logic.

BetterEver uses implicit emotional triggers, market pattern recognition, and predictive modelling to wire your brand for trust, recall, and loyalty.

This isn’t hype. It’s how the brain works.

🎯 Outcomes You Can Expect
✔️ Brand identity that commands trust, not just attention
✔️ Messaging that earns loyalty and drives conversion
✔️ Market clarity that kills pricing resistance
✔️ Positioning that earns leadership by being unforgettable, not louder

Why Work With Me
I’ve lived the founder’s struggle — building, failing, learning, and winning.
I don’t sell theory. I build one-of-one brands that work in the real world.

💬 Ready to Own Your Market?
📱 WhatsApp: +91 9830066453
📩 DM me right here.

Your legacy starts with positioning.
Let’s make it unshakable.

SUJOY BASAK 🧠💡

We talk about wanting big things.

Success.
Freedom.
Love.
Recognition.

But desire is the easy part.
What most people underestimate is the 
cost of becoming the person who can hold those things.

Real change doesn’t fail because the goal is too big.
It fails because the identity required feels unfamiliar, 
exposed, and heavy with responsibility.

So the mind does what it’s designed to do.
It protects the familiar self.

It delays.
It rationalises.
It reframes fear as “timing” or “more preparation.”

Growth is not blocked by lack of opportunity.
It’s blocked by the parts of ourselves we’re not ready to let go of.

This carousel isn’t about ambition.
It’s about the moment ambition meets transformation, 
and most people quietly step back.

Neuro-Positioning Architect For Category-Defining Identity And Pricing Power | Founder, BetterEver

The Desire Paradox.

People love beauty until they realise it comes with edges.

A rose gets admired for its colour and fragrance.
Then someone complains about the thorns.

That’s exactly how value gets treated in business.
Everyone wants the bloom.
Few want the boundaries that protect it.

Here’s what I learned from my experiences.
The thorns are not a flaw. They are a filter.

Real love comes with hard conversations.
Real success comes with boring discipline.
Real leadership comes with lonely decisions.
Real growth comes with discomfort you can’t outsource.

In business, it shows up the same way.

High-quality work carries higher prices.
Clear contracts carry clear scopes and deadlines.
Honest feedback stings before it strengthens.
Positioning comes with saying “no” to the wrong buyers, 
even when revenue looks tempting.

Those are the thorns.
They protect what’s alive.

Most people don’t reject value because they can’t afford it.
They reject it because it demands responsibility.

A premium fee demands a premium standard.
A strong niche demands trade-offs.
A clear brand demands that you stop trying to be liked by everyone.

And yes, you can choose the painless version.

You can build the plastic flower.
Looks perfect. Harmless. Easy to sell.
Also forgettable. Interchangeable. Dead.

That’s what I’m grateful for.

To the clients who embraced the thorns.
The ones who didn’t just want results, 
but were willing to adopt the standards 
that make results repeatable.

To the people who challenged us.
Who questioned us.
Who pushed back.

You helped us sharpen our thinking, 
not just our messaging.

To the ones who walked away because 
it felt “too direct” or “too specific.”

Thank you too.
You reminded me that clarity is 
supposed to repel as much as it attracts.

Do you want something real with its edges.
Or something painless that was never alive to begin with?

Share your opinion in the comments below.

Growth doesn’t fail because people aim too high.
It fails because they underestimate what growth quietly takes away.

Every meaningful upgrade creates a gap.
Between who you were and who you’re becoming.
Between what felt safe and what now feels necessary.

That gap is uncomfortable.
It can feel lonely, confusing, even disorienting.
Not because something is wrong, but because something is changing.

Most people interpret that discomfort as a signal to stop.
The few who move forward learn to read it differently.
As evidence that the old frame is breaking.

This carousel isn’t about motivation or ambition.
It’s about the invisible exchange that comes with progress.
What you release shapes what you can hold next.

The Trade Nobody Mentions.

Great brands don’t even need to sell. 
They make you feel like you’re missing out if you don’t choose them.

The thing is, a lot of businesses think they have a sales problem, 
but in reality the problem is a lack of clarity. 

When your brand is dialed in, 
your messaging is undeniable, 
your positioning is rock-solid, 
and your offer is irresistible. 

When that happens, people don’t just consider working with you, 
they know they have to.

Ever wonder why some brands have clients lining up 
while others are out there practically begging for attention? 

The reason is simple: top brands do something most others don’t. 

They don’t just offer value, 
they make it clear that saying “no” to them would be a big mistake. 

Plus, they remove every bit of friction and wipe out any doubt, 
making the decision to work with them a no-brainer.

So here’s the real question: 
Are you just selling, or are you making it 
nearly impossible for people to say no to you?

taplio

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SUJOY BASAK 🧠💡

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The Battle

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SUJOY BASAK 🧠💡

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