Tim Castle, Author and Negotiation Expert
Founder of The Negotiator's Edge Training Academy
I write for the person that I once was: What makes me different is that I have lived at the coal face and see the issues and problems that people deal with daily whether that is leaders trying to expand their businesses into new markets or scale their revenue engine to become profitable, or individuals looking to elevate their own lives and achieve more in their careers.
Once I wrote my first book The Art of Negotiation, I had another book in me waiting to come out, I found that writing was a forcing function for consolidating my thoughts and document my teachings and learnings, Be The Lion my second book was born. This book changed many peoples lives as I walked readers through my self transformation journey and introduced them to my 4C's Framework (Creation, Conditioning, Certainty and Connection).
Now 10 years later I am always writing, the habit has stayed with me, I see problems in the world and have a deep calling to write to help guide people through the situation. I love to write and help people live a bigger life that is closer to their true purpose. My next book Magnetic Influence: How to negotiate and persuade in a disrupted world is an advanced negotiation and influence book that reveals how you can work together with AI to accelerate your success whilst building more human connection. In it I share the 8 Principles to Magnetic Influence. Robert Cialdini (often called The Godfather of Influence) and the best selling Author of Influence and Pre-suasion someone who truly respect read an advanced copy of the book and here's what he had to say “We need this book. It’s the only one I know that shows us how to blend the cold efficiencies of AI with the warmth of human connection to boost persuasive success in negotiation and beyond.” Robert Cialdini, Author of Influence and Pre-Suasion
I am an author through and through this is what I was born to do, however I didn't know this until I pushed through the unknown and found a way to serve.
The biggest mistake salespeople make is they listen to their thoughts and don't take action in spite of them. In a nutshell they allow the external world to control their thoughts about whats possible, they restrict and limit their own potential and they put a cap on what is possible because they give too much attention and energy to their self limiting beliefs. The second thing is they don't have a repeatable scalable process to create momentum and keep a healthy flow of leads coming into their pipeline.
If you really want to master sales, master self discipline and consistency, and the ability to figure it out. Not through panic or desperation but a solid belief in your ability to find a path forward and to move before you have all the details. That is why I wrote The Momentum Sales Model (Silver Medal Winner at the 2025 Axiom Business Book Awards). I was coaching Founders in accelerator programs, sales and business development teams of large tech companies and startups and I saw they all had the same problem, there was no repeatable system to ensure momentum. My 9 before 9am method changes everything in this regard, if you can do it and stick to it, you'll become a top seller and consistently hit above your quota. It will open up a whole new world for you and a whole new identity.
With the evolution of AI, the time to move quicker has never been so important, your skillset as a salesperson is to be able to do hard things whilst harnessing your authenticity, emotional control and the ability to have higher EQ. Much of this is missed by sales people trying to 'hack' the process or outsource everything to AI. This creates the biggest opportunity right now, if you are willing to push outside of your comfort zone to take action at speed and move with a sense of urgency and purpose you will outcompete those waiting to take action and looking for approval.
So much in sales has to do with your self identity - you will never outperform your self identity, that is why I train the mindset of salespeople and sales teams first.
My favourite book is Think and Grow Rich - Napoleon Hill, it got me started on this journey aged 27.
My favourite book of mine is Be The Lion - it is a movement, it comes from the heart, it took courage to write because I speak from a place of my own experiences and share stories from my own life about how I wrestled with shame, self destruction, self sabotage, and self esteem and transformed this into confidence, self belief and a winners mentality.
Be The Lion is a movement that is a way of life. I thought my life was one big party, trying to numb emotions and pain to feel less, what I discovered that when I changed from the inside I found what I thought I was lacking in the external. Its an internal game. For anyone struggling with addiction or self sabotage, any one who wants more out of life but feels stuck this book is for you. I wrote it for the person that knows they are capable of more, but they aren't sure they can make the change. This book will guide you through the process of taking on more responsibilities, becoming more, and growing into the kind of person that can show up for yourself when it matters. It will help you earn the confidence and make it happen. Feedback from the book has ranged from you've changed my life, you've saved my life, to it's my favourite book I've ever read. Everyone is different but I think Be The Lion finds the right people, the people it is meant to find and it does its work.
If you are asking me which is the best book I have written, well that's easy. My writing has developed over the years and now I am writing at my best. Magnetic Influence is certainly my best work and it is needed, an advanced negotiation book for the modern world. Magnetic Influence is needed because it helps you navigate influence and persuasion in a complex and disrupted world that is moving and changing at velocity not seen before. Anyone in business, professionals, sales, building a business, growing a family, taking on responsibility, working with people is going to find value from reading Magnetic Influence.
I have learned to own my voice. Starting out as an author I felt slightly conscious of what I was writing, would people enjoy it, would they get value from it, I knew the problem existed, I wanted to help people negotiate better deals in everyday negotiations, I saw so much value was being left on the table. But could I write a book to address this problem. Based on my experiences working for a decade as a professional negotiator and my own life experiences, I patiently wrote The Art of Negotiation, it took 3 years and many revisions.
Now after 6 published books I own my voice, I know my style and the type of person it appeals to. I write for the person I once was and the deep issues I see in Negotiation, Sales and Mindset so that we can achieve more together.
It has certainly made me a different person, it has allowed me to live my "believe it is possible" motto and meet some incredible souls around the world. The best thing is meeting readers and hearing their stories. Now I speak on stages around the world and I feel eternally grateful to be able to share my message on these platforms.
I would suggest to anyone if there is story you have inside that you know is yours to share, don't hold back, don't let anyone tell you its already been done or it isn't needed. Your words said in your way can impact someone so deeply it changes their whole life. Its yours to own and take it as far as you want. #believeitispossible
"I believe something wonderful is going to happen to me today" - Brian Tracy this simple mindset shift changes everything
I constantly tell myself that I am the luckiest person in the world, and it is true, good things just keep on happening, I can't explain it only that I constantly see and feel the good.
“You are a product of your environment. So choose the environment that will best develop you toward your objective.” - W Clement Stone
“There is little difference in people, but that little difference makes a big difference. The little difference is attitude. - W Clement Stone
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