The Challenge

We’re all constantly striving to increase sales. And, while we know we must build both trusting & valuable relationships, these days everyone seems so distracted and we’re all facing increased pressure and competition. So, how do we get our message through all the noise and how can we successfully manage so many diverse needs without getting completely overwhelmed?

The Solution

Think of this book as your personal guide for navigating through these difficult circumstances with grace and ease. It provides an evidence-based approach for helping you better manage yourself when you feel pressure so you remain focused on providing extraordinary value to your customers, following a simple method for understanding other people’s needs.


These resources below will help you successfully implement the teachings of Diamond Goldfish.

Control Matrix

Your Diamond Mining Map for successfully working with Controls


Influence Matrix

Your Diamond Mining Map for successfully working with Influences



Your Diamond Mining Map for successfully working with Powers


Authority Matrix

Your Diamond Mining Map for successfully working with Authorities


Behind the Book

Stan Phelps (creator of the best-selling Goldfish business book series) along with Travis Carson and Tony Cooper of Market Force (both seasoned entrepreneurs and business consultants) have collaborated to deliver an easy & powerful methodology for helping you thrive in the game of business.

Integrating Market Force’s core methodology for elevating workplace dynamics with Stan’s focus on “the little things in business that make a big difference”, this book is like a modern retelling of Carnegie’s “How to Win Friends and Influence People”, taking into account the increased pressure we all face in the digital age. You will be presented with a simple, evidence-based approach for working most effectively with diverse clients & prospects.

Applying the
Diamond Rule

As Yogi Berra famously said, “In theory, there is no difference between theory and practice. In practice there is”. So, if you are ready to begin applying the lessons of Diamond Goldfish into your business practices, we are pleased to offer a wide range of options to help you get the most from the book, including training, workshops, coaching and keynote addresses.

learn how to apply

Make Your Move.

Get a book or get a Styles assessment. Either way, get started on your journey to thriving in the game of business.