--- title: On the Title, Cover, and Red Ocean Concept in Eat Their Lunch | The Sales Blog description: I had to consider the title Eat Their Lunch, the image of a person taking another person’s lunch in the form of a brown paper bag, a yellow cover that screams for attention, and an aggressive font. I also had to consider whether to use the Red Ocean as a metaphor for competition, as well […] image: https://www.thesalesblog.com/hubfs/Imported_Blog_Media/shutterstock_image-1-3.jpg --- ### [Now booking SKO meetings for 2026/27! 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I also had to consider whether to use the Red Ocean as a metaphor for competition, as well as the shark that causes the ocean to be red in the first place. The sharks in the red ocean aren’t attacking their customers; they’re attacking each other. So, if you live where the water is red, it’s best to be the Great White. I struggled with all of these decisions, but not because there is anything that I have written that would give anyone pause about my recommendations on how to sell. What I believe is that selling is something you are doing for someone and with someone—and not something you do to someone. It’s the act of caring enough to help people create better results, including results they don’t yet know are available to them. I took only one person’s counsel on this, and that counsel came from a friend and mentor, Seth. We agreed that I had to either run towards these concepts or away from them. I chose to run towards them because the need to displace competitors is necessary in for most of us who are not fortunate enough to have a line of people waiting to buy from us each morning (something only Apple has proven capable of). I did, however, change the hand grabbing the bag from a man’s hand in a suit with a big watch on his wrist, because it was too Glengarry Glenn Ross for me. Recently someone told me that 80% of people have [a negative opinion of salespeople](http://thesalesblog.com/2018/11/21/the-only-people-who-complain-about-salespeople/). I don’t believe that is true, even if people may respond to a survey in the numbers indicated. People have moms and dads, brothers and sisters, sons and daughters, aunts and uncles, grandmothers and grandfathers, and friends who work in sales. I don’t buy the “everybody hates salespeople” idea because I spend every day with salespeople who have clients that love them–even if those clients don’t buy from poor salespeople. Over time, I have developed a certain immunity to the negative stereotype of salespeople, like one might develop from taking a [small dose of iocane powder](https://youtu.be/9s0UURBihH8) every day. That said, the title, cover, and red ocean concept are all aimed directly at salespeople who must displace competitors in the act of acquiring new opportunities and clients. Nothing in [Eat Their Lunch](https://amzn.to/2qzlLel), [The Lost Art of Closing](http://amzn.to/2hXXgCx), or [The Only Sales Guide](http://amzn.to/2ejSajx) suggests that salespeople do anything to harm or take advantage of their clients, and nor do any of the 3,700 blog posts I have published here. ###### Tags: [Books](https://www.thesalesblog.com/blog/tag/books) [2018](https://www.thesalesblog.com/blog/tag/2018) Post by [Anthony Iannarino](https://www.thesalesblog.com/blog/author/anthony-iannarino) on November 22, 2018 Written and edited by human brains and human hands. ![Anthony Iannarino](https://www.thesalesblog.com/hubfs/ai-blog-profile-crop.jpg) Anthony Iannarino is an American writer. He has published daily at [thesalesblog.com](https://www.thesalesblog.com) for more than 14 years, amassing over 5,300 articles and making this platform a destination for salespeople and sales leaders. Anthony is also the author of four best-selling books documenting modern sales methodologies and a fifth book for sales leaders seeking revenue growth. His latest book for an even wider audience is titled, The Negativity Fast: Proven Techniques to Increase Positivity, Reduce Fear, and Boost Success. Anthony speaks to sales organizations worldwide, delivering cutting-edge sales strategies and tactics that work in this ever-evolving B2B landscape. He also provides workshops and seminars. Connect with Anthony on LinkedIn, X or Youtube. You can email Anthony at [iannarino@gmail.com](mailto:iannarino@gmail.com) [Follow me on my website](https://www.thesalesblog.com/anthony-iannarino) [Follow me on Facebook ](https://www.facebook.com/thesalesblog) [Follow me on LinkedIn ](https://www.linkedin.com/in/iannarino/) [Follow me on Twitter ](http://www.twitter.com/iannarino) [![AISA-square-ad-SKOs-26-27](https://www.thesalesblog.com/hs-fs/hubfs/AISA-square-ad-SKOs-26-27.jpg?width=400&height=400&name=AISA-square-ad-SKOs-26-27.jpg)](https://www.thesalesblog.com/authority) [![ai-cold-calling-video-sidebar-offer-1](https://www.thesalesblog.com/hs-fs/hubfs/ai-cold-calling-video-sidebar-offer-1.jpg?width=318&height=179&name=ai-cold-calling-video-sidebar-offer-1.jpg)](https://www.thesalesblog.com/free-cold-calling-video) ![hustler-ebook-v3-1-cover](https://www.thesalesblog.com/hs-fs/hubfs/Free%20Resources/ebooks-2020/hustler-ebook-v3-1-cover.jpg?width=768&height=994&name=hustler-ebook-v3-1-cover.jpg) ### Guide to Becoming a Sales Hustler You weren’t put here to survive. You were put here to do something and to flourish. You’re here to reach your full potential and to make a difference. [![DOWNLOAD EBOOK](https://no-cache.hubspot.com/cta/default/2922376/5746f431-45b9-48ee-a8d8-e9a950e5ab3f.png)](https://cta-redirect.hubspot.com/cta/redirect/2922376/5746f431-45b9-48ee-a8d8-e9a950e5ab3f) ## Are You Ready To Solve Your Sales Challenges? ![Anthony-Solve-Sales](https://www.thesalesblog.com/hs-fs/hubfs/Anthony-Solve-Sales.png?width=290&height=221&name=Anthony-Solve-Sales.png) Hi, I’m Anthony. I help sales teams make the changes needed to create more opportunities & crush their sales targets. What we’re doing right now **is working**, even in this challenging economy. **Would you like some help?** [![Solve for Sales](https://no-cache.hubspot.com/cta/default/2922376/d3a4938b-2008-4a27-8b44-7b2223f6d035.png)](https://cta-redirect.hubspot.com/cta/redirect/2922376/d3a4938b-2008-4a27-8b44-7b2223f6d035) ### Join my Weekly Newsletter for Sales Tips Join 100,000+ sales professionals in my weekly newsletter and get my *Guide to Becoming a Sales Hustler* eBook for FREE! --- ```json { "@context" : "http://schema.org/", "@type" : "BlogPosting", "author" : { "@type" : "Person", "name" : "Anthony Iannarino" }, "dateModified" : "2021-06-15T6:28:28 PM", "datePublished" : "2018-11-22 21:00:19", "description" : "I had to consider the title Eat Their Lunch, the image of a person taking another person’s lunch in the form of a brown paper bag, a yellow cover that screams for attention, and an aggressive font. 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