Open Letter From Emma

From the desk of Emma Reinke
Dallas, Texas
March 2026

Hey!

Emma here.

Tomorrow, we release the full documentary for ‘PROJECT 100K’

You’ll see an inside look at the greatest challenge of my sales career.

There’s no turning back.

But for me, my first ‘no turning back’ point was 2 months ago.

Vlad pulled me aside on a random Monday. There was a giddiness to him. Like a little kid.

He looked at me, grinning, “I have an idea.” And I, suddenly, had a panic brewing.

“I want to challenge you to hit $100K in your 2nd month of selling. We’ll document the entire process in an online series. You’ll pave the way, show how our systems work, and inspire others. This,” — he paused to take his first breath since we sat down— “This is big, Emma. Will you do it?”

What could I say?

I wanted to say:
“Vlad, thank you for believing in me. Thank you for trusting in my capabilities. Thank you for your faith in my ability to hit a goal this ambitious. I’d be honored to take on this challenge.”

But I didn’t say that. That’d be kinda weird.

So, instead, I stomached my nerves, and said:
“Sure. I’m down.”

I walked away from that meeting knowing that at the end of the second month, I’d write $100K. One way or another.

But setting the goal is one thing, achieving it is another.

On our first day of the sales month, my co-worker declared to our team that he, too, would be shooting for $100K that month. He declared it with that umph that makes you really believe it.

6 days before the finish line, he asked, “So, you think you’ll hit it?”

“I’ve got no choice,” I said. I meant it. “Do you think you’ll hit it?”

“I mean, if I hit it, I hit it. If I don’t… I don’t.”

Words won’t give justice to my reaction, so here’s a drawing of the face I made at him:

When I set this $100K goal, there was no ‘If I don’t.’ That meant I needed to do everything for it to be unreasonable to be unsuccessful. For me, I knew that meant not just closing the knowledge and ability gap between my peers, but surpassing it.

They knew the script, and I didn’t?

Okay. I re-read that script 2,704 times.

They knew the quoting systems, and I didn’t?

I built dozens of practice quotes over the weekend leading up to the first day…

That’s the kind of groundwork that tomorrow’s documentary won’t show. It’s wasn’t glamorous. It’s wasn’t fun. But it’s what it takes.

And maybe that just means there are two kinds of people: those who say, “If I don’t,” and those who say, “When I do.”

Who do you want to be?

Coming out from the other side of this challenge, I can confidently say:

To agency owners, challenge your team with a goal that is just out of their reach. Believe in them. Give them the tools and structure that make it impossible to fail.

To sales producers, omit the “If I don’t,” from your mind. Over-index your volume so that it would be unreasonable not to succeed.

That’s all I’ve got.

Thanks for tuning in. It’s been fun.

Hope you like the documentary!

You can watch Project 100K below: