Some people believe that the world is a stage and that it has been put up for them to perform. I know many of these people. Unfortunately not everyone has had a chance to change and even if they had received one, they did not recognise it.
Selling is about satisfying a need. The client is not interested in how a pen is made, what you can do with it or if you like it; the client is interested in solving a requirement. Brad’s merit was to make the client aware of his need.