The Fearless Content Award honors companies that say what others won’t. These businesses are courageously transparent, publishing content that tackles the real questions buyers are asking even when competitors shy away. Through articles, learning centers, and podcasts, they’ve embraced The Big 5 and become true teachers in their space.

To be eligible, you must:

• Create your content in-house (by a team member or internal team)
• Have published at least 1 piece of content for each of The Big 5
• Publish new content at least twice per month
• Maintain an online learning center with searchable, filterable, organized, Endless Customers content

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This award celebrates the brands that show what others won’t. These companies use video to showcase what others in their industry shy away from. They pull back the curtain, answer the real questions, and make the invisible visible. Whether it’s through The Selling 7 videos, process walk-throughs, or raw behind-the-scenes content, their videos build trust and let their audience see what others just say. 

To be eligible, you must:

• Manage video production internally via a dedicated team member who is empowered, trained, and accountable.
• Have published at least five of The Selling 7 videos on your website
• Maintain a consistent publishing schedule of videos aligned with the Endless Customers System
• Have team members who appear confidently on-camera, reflecting solid training and company buy-in.
• Achieve measurable results from video content (e.g., increased leads, sales, or customer trust). For example: 
  • Did you implement landing page videos and see a noticeable increase in leads?
  • Does your youtube channel generate revenue for your company through the partner program?
  • Have you run any successful A/B tests on web pages with video v. without?

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This award recognizes companies that reimagine their sales process to put the customer first, embracing self-service tools, seamless sales journeys, and Assignment Selling. These organizations remove roadblocks and empower buyers to take control of their journey with ease and confidence.

To be eligible, you must:

• Understand the importance of self-service tools and have one or plan to add one to your website (e.g., pricing calculators, self-scheduling tools).
• Demonstrates successful use of Assignment Selling to drive higher closing rates.
• Hold regular sales coaching or roleplay sessions (at least once per month)
• Share clear metrics showing how these efforts have resulted in increased conversions and customer satisfaction.

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This award commends the companies that keep people at the center—on purpose. In a time when automation, AI, and scale often pull brands away from real connection, these organizations lead with empathy, visibility, and personal presence. They use technology to amplify humanity, not replace it, building trust through real voices, relatable stories, and human-first experiences.

To be eligible, you must:

• Consistently publish content that reflects genuine stories, personal experiences, and relatable insights.
• Have a presence of real voices and faces across your marketing and sales content. 
• Maintain a strong culture of empathy, connection, and trustworthiness across all customer-facing teams.

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