Between the duopoly and consolidation, “the system” can feel rigged. Rather than simply watching and lamenting, great sales leaders and their teams engage in small acts of rebellion every day. Refusing to accept that the budget is gone, they help create a new one. When told the numbers aren’t good enough, they find new ways to account for value. They outthink, out-innovate and out-plan the market. They create, they improvise. They become the disruption.