The Song and Wind of Sales
What a Legendary Tuba Master Taught Me About Business
Arnold Jacobs transformed how musicians approach their craft through his revolutionary “Song and Wind” philosophy. As the principal tubist for the Chicago Symphony Orchestra for over four decades, Jacobs wasn’t just a performer—he was arguably the most influential brass pedagogue of the 20th century.
I know this firsthand. While studying tuba at Florida State University with Paul Ebbers (himself a student of Jacobs), I internalized these teachings in ways that transcended music. The principles that helped me master complex passages on the tuba now guide my approach to business, particularly in sales conversations.
What if the secret to sales mastery isn’t found in the latest CRM or closing technique, but in a methodology developed for orchestral musicians?
The Song: Vision Before Execution
“Always have a clear mental model of the sound you want to produce before you play a single note.”
This core teaching from Jacobs is what he called “The Song”—the mental conception that precedes physical action. For musicians, it meant hearing the perfect phrase in your mind before attempting to play it. For salespeople, it means something equally powerful: envisioning the ideal outcome before engaging with a prospect.
Think about your last meaningful sales conversation. Did you begin with a crystal-clear vision of where you wanted to take the prospect? Or did you launch into your standard pitch and hope for the best?
When I prepare for important client conversations, I spend time visualizing not just what I’ll say, but the journey I want to guide them through. What questions will uncover their true needs? What moments of realization might they experience? What objections might arise, and how can I address them with grace?
This vision-first approach transforms how we engage. Rather than pushing product features, we orchestrate an experience. We conduct a conversation toward a specific destination—one where the prospect sees themselves succeeding with our solution.
The “Song” also embodies the emotional resonance we create. Jacobs taught that technical perfection without musical expression was meaningless. Similarly, a technically flawless pitch without emotional connection falls flat. When we tune into a prospect’s aspirations and frustrations at a profound level, our solutions resonate as deeply as a moving melody. This isn’t manipulation—it’s empathy in action.
The Wind: Effortless Execution
Jacobs revolutionized brass playing by focusing on the effortless flow of air rather than the mechanics of embouchure. “Wind” referred to this natural, unforced production of sound. In sales, it translates to how we conduct conversations with natural fluidity.
I once watched a colleague derail a promising deal by rigidly sticking to his script despite clear signals the prospect wanted to discuss something else. He had the “Song” but lacked the “Wind”—the ability to adapt his approach based on feedback.
Just as musicians must control their breath intelligently, salespeople need to harness the conversational flow. This means:
Asking incisive questions that reveal deeper needs
Truly listening to responses rather than waiting to speak
Recognizing when to amplify certain points and when to create space for reflection
Adjusting pace and intensity based on the prospect’s engagement
Jacobs insisted that tension was the enemy of beautiful tone. In sales, tension manifests as pressure tactics, awkward transitions, or obvious manipulation. When we instead foster relaxed, genuinely curious conversations, prospects open up. They share their true challenges. They explore possibilities with us rather than defending against us.
The most effective sales discussions maintain an organic flow, like the steady wind that powers a melodic phrase. There’s a rhythm to great sales conversations—a natural give and take that feels less like being sold to and more like collaborative problem-solving.
The Unity: Where Magic Happens
Jacobs’ most profound insight was that musicians should focus on the musical outcome itself, rather than the technical steps required to achieve it. “Don’t think about how to play—think about what to play,” he would say.
This same principle elevates sales from technique to art. When I’m fully present with a prospect, not mentally checking off sales tactics or worried about hitting talking points, something remarkable happens. The conversation elevates. Together, we explore challenges and opportunities that neither of us might have discovered otherwise.
When sales professionals fuse the “Song” (vision and connection) with the “Wind” (adaptable execution), they create what I call “resonant moments”—instances where a prospect feels deeply understood and sees a new possibility. These moments convert skeptics into champions far more effectively than any closing technique.
Transforming Your Approach Through Song and Wind
My journey from tuba student to business leader taught me that mastery in any domain shares common principles. Here’s how you can apply Jacobs’ philosophy to transform your sales approach:
Develop Your Inner Song
Spend time daily imagining ideal outcomes. Before calls or meetings, visualize not just what you’ll say, but how the conversation will flow. What insights might emerge? What revelations might your prospect experience?
Master Your Wind
Practice the fundamentals that enable natural conversations. Refine your questioning techniques. Work on truly listening instead of simply waiting for your turn to speak. Learn to read subtle cues that indicate interest, confusion, or resistance.
Prioritize Connection Over Conversion
Like musicians who focus on moving their audience rather than technical precision, concentrate on creating meaningful connections rather than closing at all costs. Paradoxically, this approach typically leads to more sales, not fewer.
Let Go of Mechanical Thinking
Once you’ve mastered the basics, trust your intuition during sales conversations. When we’re overly focused on technique (“What’s the next step in my sales process?”), we miss opportunities for deeper engagement.
Embrace Productive Discomfort
Jacobs pushed musicians beyond their comfort zones to achieve breakthrough performances. Similarly, growth in sales requires embracing conversations you might normally avoid—asking tougher questions, addressing unspoken concerns, or challenging a prospect’s thinking when necessary.
From Transaction to Transformation
When I was studying tuba, I initially thought Jacobs’ methods were just about producing better sound. I later realized they were about something much more profound—connecting with audiences in ways that moved them emotionally.
Similarly, the Song and Wind approach to sales isn’t just about closing more deals—it’s about transforming transactional interactions into meaningful exchanges. It’s about seeing beyond immediate commission to the impact your solution can have on your customers’ lives and businesses.
Whether you’re playing Mahler in Orchestra Hall or discussing solutions in a boardroom, the principles remain the same: envision your ideal outcome, connect authentically, and let your execution flow naturally from that vision.
The result isn’t just better sales—it’s more meaningful work. And isn’t that the song we’re all trying to play?