Change or Die: Building Values-Driven, Sustainable Sales in Travel

A Deep Dive with Jeremy Brady, Director of Sales at G Adventures

In the travel industry, the mantra is often "hustle or get left behind." But as we navigate 2026, a new philosophy is taking hold at the world's largest adventure travel company. Jeremy Brady, Director of Sales for the USA & Latin America at G Adventures, recently joined the Sales Transformation Lab to discuss why the old playbook is broken—and why the future of sales belongs to the "Global Purpose Specialist."

The "Change or Die" Imperative

The title of this episode comes from a simple, stark phrase used by G Adventures founder, Bruce Poon Tip: "Change or die." In an era of remote work, AI-driven automation, and shifting traveler demographics (Gen Z and Millennials), complacency is the quickest path to becoming the "next Blockbuster." Jeremy emphasizes that "change" isn't just about adopting new tech; it’s about a cultural shift.

"Innovation dies when we become complacent. As a leader, you have to let your team fall and fail forward. We want to create the environment where they can try new things, knowing we have their back."

Building a Values-Driven Sales Org

How do you build a team that doesn't just "sell" but actually represents a mission? Jeremy’s approach starts long before the first sales call—it starts in the interview.

• The Core Values Exercise: Instead of standard "strengths and weaknesses" questions, Jeremy asks candidates to define their own personal values from a list of 100.
• The Goal: To ensure the individual's purpose aligns with G Adventures' mission of community-based tourism.
• The Result: A team that leads with empathy and "soft skills" rather than "always-be-closing" tactics.

The Secret to Sustainable Sales: The "70% Rule"

The travel industry is notoriously cyclical, defined by intense peaks and draining troughs. Jeremy is candid about his own experience with burnout and how it changed his leadership style.

While AI is often used by corporations to squeeze more output out of staff, Jeremy uses it to create "white space."

Why Consistency Outperforms the Hustle:

• The Intensity of Field Sales: Between early flights, back-to-back meetings, and late dinners with partners, 110% effort every day is a myth that leads to high turnover.
• Sustained Performance: Jeremy advocates for "sustainable speed." On the days when the schedule is grueling, 70% effort—delivered consistently—is more valuable than a 100% sprint that ends in a crash.
• Intentionality: By automating "nonsense busy work" with AI, the team is freed up to think strategically and build longer-term, values-led customer relationships.

Reimagining the One-on-One

To support this sustainable model, Jeremy "burned his one-on-ones to the ground." He replaced repetitive weekly status updates with:

1. Tactical Office Hours: Short windows for quick approvals and "deal coaching."
2. Monthly Growth Deep-Dives: Hour-long sessions focused entirely on the individual’s happiness, development, and personal journey.

Final Thoughts

The "Change or Die" mentality doesn't mean working yourself into the ground; it means having the courage to change how you work. By shifting from transactional selling to values-driven community building, Jeremy Brady and G Adventures are proving that the most sustainable way to grow a business is by growing its people.

Connect with Jeremy Brady on LinkedIn to follow his journey of sales transformation in the travel industry.

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