With over two decades of experience in the sales industry, Josh Cote knows what it takes to succeed—and stay successful. Live-streaming to a crowd of 150 attendees at this year’s Leadership Conference in Orlando, Florida, Josh Cote delivered a powerful talk that cut through the noise of business clichés.
Instead of buzzwords and shortcuts, he shared five unshakeable beliefs he’s seen time and time again in the people who rise to the top—and stay there. These aren’t just theories; they’re timeless principles drawn from real-world experience and hard-earned insight. Whether you’re climbing the corporate ladder or building something of your own, Josh’s message is clear: success leaves clues. And he’s laying them out, one by one.
1. Focus is Everything
According to Josh, the number one reason people fail to succeed is a lack of focus. While it sounds straightforward, mastering focus is one of the most challenging aspects of success. Many start strong but lose momentum after a few weeks or months. Josh learned early in his career that focus is less about willpower and more about consistent habits. He often quotes Charlie Munger, who said, “I didn’t succeed because of intelligence; I succeeded because I had a long attention span.”
Charlie Munger admits he wasn’t naturally gifted; his hyper-focus and relentless work ethic helped him outwork everyone else. In today’s world of constant distractions, Josh encourages people, especially young people, to understand that winning ultimately comes down to focus.
2. Obsession with Greatness
Josh believes that to reach the highest levels of success, one must become obsessed with greatness. He breaks this down into three phases: interested, committed, and obsessed. Many people settle for being interested or even committed, but obsession means making greatness your number one priority.
Josh clearly states that mediocrity has no place in serious leadership. He prefers working with people who take themselves seriously, those who are passionate, intense, and fully invested in their work. For Josh, obsession is not a negative word; it’s the essential mindset that drives people to improve and excel, not just to get promoted.
3. Learning Means Changing Behaviour
Josh Cote stressed that learning isn’t just about memorising information. Anyone can do that. Real learning involves changing behaviour and understanding why certain actions matter. Making the right choice, rather than the easy one, is what separates leaders from the rest.
He studies great leaders of the past not to copy them, but to emulate their mindset and approach. This kind of learning is about evolving into the person who can lead, inspire, and drive results.
4. Success is a Long Game
Josh is quick to remind people that success is not a get-rich-quick scheme. True success is built to last.
He points to icons like Steve Jobs, Jeff Bezos, and Sam Walton as examples of leaders obsessed not just with short-term wins, but with mastering their craft over decades. Jobs famously insisted on personally approving every ad campaign, sometimes making last-minute changes at midnight.
Josh also shares the story of Todd Graves, founder of Raising Cane’s, who turned a simple idea, chicken fingers, into a billion-dollar business by doing it better than anyone else. Graves started as a fry cook and cashier, working gruelling hours fueled by pure obsession. Today, Raising Cane’s boasts over 800 locations and continues to grow rapidly.
Josh’s message is clear: if you love what you do and commit to it over time, that dedication will be your greatest advantage.
5. Purpose is the Driving Force
Finally, Josh highlights purpose as the critical factor behind every great founder’s success. For him, purpose means changing people’s lives.
He believes that mastering every aspect of your craft, whether sales, recruiting, or leadership, is necessary to create real impact. Once mastery is achieved, Josh encourages sharing that knowledge by mentoring others.
His philosophy is simple but powerful: take average people with above-average desire and show them how to build financial independence and lasting success.
Josh Cote’s approach to success is rooted in focus, obsession, deliberate learning, patience, and a strong sense of purpose. Those who embrace these principles can build not just businesses, but legacies.
This mindset is what separates leaders who merely achieve from those who transform. For those ready to stop chasing and start building, his five beliefs are more than just a framework—they’re a roadmap. The question now is: are you ready to follow it?
