What does it really take to get a “hell yes” in business?

Not just a polite yes. Not hesitant maybe. But a full-on, confident, “hell yes.”

Rocky Garza has chased that answer for over a decade. As a leadership coach and keynote speaker, he helps teams—from startups to the LA Rams—solve what he calls the “people problem.” It’s not about tweaking org charts or rewriting values. It’s about getting crystal clear on who you are, what matters to you, and how that shows up in your work.

In a recent conversation, Rocky unpacked why teams stall and how to build clarity that drives performance, purpose, and real alignment. Leaders, founders, and sellers who want more conviction and connection can learn a lot from his approach.

Meet Rocky Garza, the People Clarity Coach

Rocky didn’t set out to be a leadership coach. He just kept finding himself in people-driven roles—summer camps, church ministry, executive coaching. Along the way, he saw a pattern: people perform better when they understand themselves.

That’s why he created the personal belief statement—a one-liner that helps people articulate who they are, what they value, and what makes them different.

“My job isn’t to tell you what a great leader looks like. My job is to help you see how you already are one.”

Rocky doesn’t train people to become something new. He helps them uncover what’s already there.

Why Most Leaders Never Hear “Hell Yes”

Most teams operate in confusion—not because of a lack of talent, but because of a lack of clarity.

“When there’s a gap between someone’s capacity and your expectations, and you don’t address it, that gap fills with disappointment.”

That gap shows up everywhere: in vague job roles, unclear priorities, unrealistic goals, and the frustration that follows.

Rocky sees leaders throw quick fixes at the problem—delegation workshops, motivation sessions, or performance bonuses—without addressing the root issue.

“We send people to learn how to make cough drops when we should be asking why everyone’s coughing in the first place.”

Sales teams often do the same. They memorize scripts instead of speaking from conviction. They handle objections without ever knowing what they truly stand for.

When people don’t know what problem they solve—or why they care—selling becomes empty. Leading becomes exhausting. And “hell yes” becomes a long shot.

Clarity Builds Trust, and Trust Wins

Clarity changes everything. When people know who they are and why they matter, they stop chasing approval and start building real trust.

“The culture of your business isn’t what you post on your website. It’s what you tolerate every day.”

Rocky worked with the LA Rams’ corporate revenue team—16 seasoned executives. They didn’t talk sales strategies. They spent nine hours exploring personal identity, leadership style, and belief systems.

“I’ve never seen my team so clearly,” one executive said. “Now I understand why they thrive and where they struggle.”

That session didn’t just create insights—it created cohesion. It gave the team a shared language. It replaced assumptions with understanding.

“When you know who you are, and the people around you know who they are, you stop competing and start collaborating.”

That’s what drives alignment. That’s how you stop walking in circles. That’s what gets people to say “hell yes.”

Sell and Lead with the ROI of You

People don’t just do tasks. They bring energy, creativity, values, and pride. And when leaders ignore that, they miss out on the real return on investment.

“A vendor paints a wall. An employee paints the wall, walks by it later, wipes it down, and smiles because they helped build something that matters.”

That’s the ROI of you.

Rocky encourages leaders to stop treating employees like interchangeable parts. Instead, recognize what only they can contribute.

“If you don’t know what someone’s intangible value is, you’ll mistake them for a task-doer. And they’ll eventually act like one.”

Alignment happens when people see how their personal purpose fits into the company’s mission. That connection unlocks ownership, retention, and pride.

It also transforms how you sell.

“Sales isn’t about clever pitches. It’s about being so clear on who you are and what you solve that people trust you instantly.”

That’s when a prospect says “hell yes”—not because they got convinced, but because they connected.

Three Ways to Get to Hell Yes

Start With You Before asking for commitment from a customer, teammate, or candidate, know who you are. Craft your personal belief statement. Understand the problem you solve and why it matters to you. Speak from that place. It builds confidence and trust.

Fill the Expectation Gap Don’t assume people understand your expectations. Spell them out. Clarify what success looks like. Offer support. If someone lacks the skills, invest in training. If they don’t want the role, help them find the right one.

“Most people don’t fail because they can’t. They fail because no one told them what winning actually looks like.”

Build Culture Through Behavior Your culture is defined by what you allow, not what you advertise. If you tolerate chaos, confusion, or blame, that becomes the norm. If you reward alignment, ownership, and clarity, that sets the tone.

“Culture isn’t created by mission statements. It’s built in daily decisions.”

What Kind of Business Are You In?

This question changes everything:

“Do you know what kind of business you’re in?”

Say it out loud. Are you chasing long-term sustainability? Building to sell in 18 months? Trying to double headcount in two years? Whatever it is—own it.

If the board wants one thing, the exec team another, and frontline employees guess the rest, you’re not building alignment—you’re building confusion.

“You can have a wildly profitable business and still have a terrible company. Just say what you’re building, and let people decide if they want to be part of it.”

When everyone knows the mission, trust builds. When people know what they’re part of, they stop surviving and start thriving. When that happens, “hell yes” becomes a shared direction—not a sales tactic.

So ask the real questions:

Do your people know who they are?

Do they know what you expect?

Do they see how their role fits into the mission?

If you can answer yes, you’re not just running a business. You’re building one that matters.

Ready to Get to “Hell Yes”?

Here’s the call:

Start with you. Write your personal belief statement. Share it with your team. Ask them to do the same. Then, sit down and align.

Because once you unlock that level of clarity and trust, everything changes—your leadership, your sales, your culture, and your results.

And when that happens, your people, partners, and prospects won’t just say yes.

They’ll say “hell yes.”

Want help getting started?

Visit rockygarza.com to explore tools for team identity mapping, coaching, and speaking engagements—or follow Rocky for weekly insight drops that challenge the way you lead and live.

Or better yet—ask yourself right now: What problem do I solve? Why does it matter? And what makes me the only one who can do it like I do?

Your “hell yes” starts there.