KEY POINTS
- Break “impossible” targets into clear checkpoints with built-in rewards, weekly accountability, and identity-based habits—so consistency becomes automatic.
- Identity shifts > hacks: The fastest lift comes from aligning who you’re being with what you do (self-integrity, labeling thoughts, and governing your mindset) so you perform on command.
- Sustainable growth comes from creating a culture of duplication, not relying on the heroics of a few top performers.
F$CK The 9–5 (for real): Jon Howkins earned over $1M in door-to-door sales across Canada, the U.S. and New Zealand, and authored F$CK The 9–5—he now coaches commission earners on turning big goals into daily momentum.
Watch / Listen
Jon unpacks the frameworks that helped him ditch the 9–5 mindset, bank seven figures on the doors, and how others can do the same.
Guest: Jon Howkins, Founder of the Milestone Mapping System and author of Fuck the 9 to 5, Start Being a Boss.
Why this episode matters
If you’re chasing big numbers, more effort isn’t the constraint—structure and identity are. Jon Howkins is the rare blend of practitioner and coach: a $1M+ door-to-door earner, author of F$CK The 9–5, and creator of the Milestone Mapping system designed for commission athletes. He now coaches reps to build accountability and habit stacks that translate into reliable outcomes.
About the Guest
Jon Howkins — entrepreneur, sales coach author of F$CK The 9–5 and featured speaker at D2DCon Canada.
Jon has earned over a million dollars in his door-to-door career, spanning Canada, the U.S., and New Zealand. He’s an expert at transforming sales talent into long-term, sustainable performance. You can watch the full conversation on The D2D Experts YouTube channel or read on for a breakdown of his field-tested strategies.
When you start doing the inner work, your sales go up—and they stick.
The System: Milestone Mapping (How to make “impossible” targets inevitable)
What it is: that breaks an aggressive target into visible checkpoints (“milestones”).
Jon’s Milestone Mapping System is a goal-to-behavior framework that breaks down “impossible” targets into small, manageable steps. This system helps reps stay motivated by visually tracking their progress and celebrating small victories along the way.
The core of this system is to attach rewards to each milestone and layers weekly accountability so you compound wins instead of chasing streaks. This isn’t about instant gratification; it’s about recognizing your effort and reinforcing the habits that are moving you toward your ultimate goal. By celebrating the small wins, you make the overall goal feel more attainable and stay on track without burning out.
How it works:
- Deconstruct the target. Start with the end number (e.g., 300 accounts) and step backward into milestone bands you can see and score weekly.
- Attach rewards. Celebrate each checkpoint to reinforce the behavior loop (you’re wiring consistency, not waiting for end-of-season dopamine).
- Enforce weekly check-ins. Accountability is the performance multiplier—report progress, update actions, and remove blockers on a tight cadence.
- Identity-based habits. Make the routines match the result (AM prep, prospecting standards, end-of-day debrief). The behavior proves the identity.
The Mindset: Identity Shifts & Self-Integrity
Jon’s coaching pivots on being → doing → having (not the other way around). You commit to being the rep who prospects between every appointment, logs every activity, and finishes when the job is done—then your actions and outcomes line up.
- Govern your mind. Label your mental states (e.g., the “king” vs. the “baby”) so you can choose the one that serves the next door, not the last objection.
- Re-commit to integrity. If you say “work to 9,” you work to 9. Micro-integrity builds the identity that closes hard days and big seasons.
Accountability that actually sticks
Jon blends coaching with success partnerships—you still own the work, but someone sees exactly what you did, this week, against the milestone. That turns “I’ll do better” into observable progress. (See Jon’s Milestone Mapping community and resources.)
Playbook — Put it to work this month
- Map your milestones. Convert your season number into 6–8 checkpoints. Post the map where you see it daily.
- Codify the identity. Write the 3 behaviors your “top-rep” self does every day (prospecting between sits, power-hours, end-of-day reviews).
- Install accountability. Weekly 20-minute check-in: score the milestone, report habits, pick one friction to remove.
- Reward the wins. Pre-choose rewards for each checkpoint. Celebrate on schedule; then get back to the doors.
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Want to F$CK The 9–5?
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A Checklist for Managers
- Make the ladder clear: Publish a one-page document outlining the roles, requirements, and rewards for each step in a rep’s career path.
- Schedule skill-based training: A weekly 30-minute objection gauntlet is more effective than another generic motivational speech.
- Focus on leading indicators: Coach on metrics like live conversations and booked demos, not just on end-of-month results.
- Prioritize duplication: Every leader on your team should be actively training their own replacement to ensure long-term scalability.
FAQ
Is this just “goal setting”?
No—Milestone Mapping builds behavior loops (habits + rewards + weekly accountability) and ties them to identity, so you act like a top rep before you feel like one. Podbean+1
Why door-to-door vs. a 9–5?
Because you can drive outcomes directly. Jon’s own seven-figure D2D career and post-field coaching prove the upside when you install the right system. Audible.com.au
What if I’m new?
Start small: a 60-day milestone map, three identity behaviors, and one weekly accountability partner. Consistency beats talent and intensity.
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Albert Brand boasts over a decade of expertise in the telecommunications industry, with a particular emphasis on fiber optics sales. His rich career spans both corporate roles and entrepreneurial ventures in sales fulfillment. With a proven track record in door-to-door sales, especially in the fiber optics domain, Albert has seamlessly bridged the gap between corporate leadership and hands-on sales, showcasing his versatility and commitment to excellence in this specialized field.
