The One Minute Manager Summary

Chapters, PDF & Review of Ken Blanchard & Spencer Johnson’s Book


The One Minute Manager: Increase Productivity, Profits & Your Own Prosperity

Authors: Ken Blanchard and Spencer Johnson

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  1. People who feel good about themselves produce good results.
  2. Help people reach their full potential – catch them doing something right.
  3. The best minute I spend is the one I invest in people.
  4. Everyone is a potential winner.  Some people are disguised as losers; don’t let their appearances fool you.
  5. Take a minute: look at your goals, look at your performance, see if your behavior matches your goals.
  6. We are not just our behavior; we are the person managing our behavior.
  7. Goals begin behaviors.  Consequences maintain behaviors.

One Minute Goal Setting

  1. Agree on your goals.
  2. See what good behavior looks like.
  3. Write out each of your goals on a single sheet of paper using less than 250 words.
  4. Read and re-read each goal, which requires only a minute or so each time you do it.
  5. Take a minute every once in a while out of your day to look at your performance.
  6. See whether or not your behavior matches your goal.

The One Minute Praising works well when you:

  1. Tell people up front that you are going to let them know how they are doing.
  2. Praise people immediately.
  3. Tell people what they did right – be specific.
  4. Tell people how good you feel about what they did right, and how it helps the organization and the other people who work there.
  5. Stop for a moment of silence to let them “feel” how good you feel.
  6. Encourage them to do more of the same.
  7. Shake hands or touch people in a way that makes it clear that you support their success in the organization.

The One Minute Reprimand works well when you:

Tell people beforehand that you are going to let them know how they are doing and in no uncertain terms.

The first half of the reprimand:

  1. Reprimand people immediately.
  2. Tell people what they did wrong – be specific.
  3. Tell people how you feel about what they did wrong – and in no uncertain terms.
  4. Stop for a few seconds of uncomfortable silence to let them feel how you feel.

The second half of the reprimand

  1. Shake hands, or touch them in a way that lets them know you are honestly on their side.
  2. Remind them how much you value them.
  3. Reaffirm that you think well of them but not of their performance in this situation.
  4. Realize that when the reprimand is over, it’s over.


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Forces for Good Summary

PDF, Chapters & Review of Leslie Crutchfield & Heather Mcleod Grant’s Book


Forces for Good: The Six Practices of High-Impact Nonprofits

Authors: Leslie Crutchfield and Heather Mcleod Grant

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…..what we found surprised us – and flew in the face of perceived wisdom in the field. Achieving large scale social change is not just about building an organization then scaling it up site by site. Many of these groups are not perfectly managed. Nor are they all well marketed. And at least half don’t score well on conventional ratings, because they care more about having impact than they care about having low overhead budgets. They do what it takes to get results.

The 12 Nonprofits

Criteria- A nonprofit founded in the US recently (1965-1994) which has achieved substantial, sustained results and created larger systems change.

  1. Share Our Strength
  2. Teach for America
  3. Exploratorium
  4. Habitat for Humanity
  5. La Raza
  6. The Heritage Foundation
  7. Self-Help USA
  8. City Year
  9. America’s Second Harvest
  10. Center on Budget and Policy Priorities
  11. Environmental Defense
  12. Youth Build USA


Advocate AND Serve

Changing laws is hugely powerful, so is doing grassroots work on the ground with real people. Doing both is a synergistic effect.

  • start at the top – executives and board must be committed to both
  • know the law – talk to lawyers and experts about lobbying
  • Develop a plan by talking to other nonprofits that have done it
  • Hire policy experts who can acceleration your advocacy efforts
  • Find flexible funding from donors who aren’t shy of politics
  • preserve your integrity by never fudging data or sacrificing core principles

Make Markets Work

There cannot be fear of corporations and the business, we must recognize the power of business and harness the forces of the market.

  • change business practices to do less bad or more good
  • partner with businesses to leverage corporate power and resources, or do cause-related marketing
  • run your own side business
  • hire people with business backgrounds
  • know your risks of each path

Inspire Evangelists

Great nonprofits turn donors into enthusiastic evangelists who spread the word and their love of the organization

  • create meaningful and emotional experiences
  • express your core values
  • leverage the power of your community to make more change


Nurture Nonprofit Networks

Great nonprofits see other organizations as partners and allies, not competitors. They work together and build the capacity of others to create more change.

  • grow the pie by looking for ways to increase resources for the cause
  • cultivate coalitions of organizations that push for a common goal
  • know when to go your own way when you need to take a stand
  • share knowledge and use your expertise and lessons to help others


Master the Art of Adaptation

Great nonprofits must respond to their environments and change their programs, organizations according to what works. Entrenched bureaucracies fail.

  • focus on results, not tactics
  • experiment and evaluate the changes
  • balance structure and innovation to not get out of control


Share Leadership

Executives of great nonprofits know that they need to develop leaders who have the power to make the organization even better than anyone alone.

  • learn to let go of some power in order grow
  • appoint a strong second in command – a great COO makes a big difference
  • develop leaders in the executive team – give them the power and responsibility to make a difference
  • Work with your (larger) board to keep them engaged and contributing to your organisation


Sustaining Impact

Figure out what your org needs to have an impact and invest in that, even if makes look less “lean”, making sure to diversify your funding streams through foundations, donors, and government.

  • First figure out your mission then pay great people who buy into the mission.

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Extraordinary Minds Summary

Chapters, PDF & Review of Howard Gardner’s Book


Extraordinary Minds: Portraits of 4 Exceptional Individuals and an Examination of Our Own Extraordinariness

Author: Howard Gardner

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Extraordinary individuals stand out in the extent to which they reflect—often explicitly—on the events of their lives, large as well as small.


Looking at how ordinary and extraordinary people develop, think and behave differently. Gardner sees 4 archetypes for extraordinary minds and profiles the quintessential example of each, then draws lessons.

Ordinary vs. Extraordinary Development

Gardner spends a chapter looking at how children ordinarily develop into competent adults, and I won’t go into that here. Standard development psychology.

Gardner then looks at extraordinary development – especially kids with exceptionally high IQs. Not the Terman studies which looked at kids who were just “a lot smarter than average” and could skip a grade or two, but kids who have IQs of over 180.

These kids are generally not well-adjusted, “prone to anxieties and to severe social and emotional problems”, but do better when interacting with other kids like them. These kids “exhibit notable energy, curiosity and focus with reference to domains that interest them … They are persistent learners … Self-propelled and march to their own drummers”

  • He argues that while there is certainly a strong biological influence on children’s intelligence levels, there is much to be said for early training as well as other cultural and developmental factors.
  • He proposes a “5 Experiences A Day” thought the experiment to counter the purely biological approach:
  • Imagine two genetically identical individuals – one who has 5 positive experiences each day and the other has 5 negative. After 5 years, there will be 20k+ experiences that separate these two kids. We would expect a huge difference in how they think and behave.

Extraordinary individuals fail often and sometimes dramatically. Rather than giving up, however, they are challenged to learn from their setbacks and to convert defeats into opportunities.


  • Someone who dominates an existing domain.
  • Mozart and music
  • 5 types of creative mastery
  • Producing permanent works in a genre (Mozart did this)
  • Executing stylized performances (he did this too)
  • Solving recognized problems (Watson and Crick, Wright brothers)
  • Formulating a general framework (Newton)
  • Performances of high stakes

Extraordinary individuals are distinguished less by their impressive “raw powers” than by their ability to identify their strengths and then to exploit them.


  • Someone who innovates and creates a totally new domain.
  • e.g Freud and psychoanalysis
  • Patterns of a Maker
  • grew up in upper middle-class community near the center of intellectual life
  • talented in a range of areas and works diligently to improve
  • family dotes on a child but love often attached to achievement
  • as young adult moves to the center of cultural life – making tentative choice of domain
  • does training, may work with a Master
  • spends lots of time alone, exploring ideas that are foreign to most except for a few confidantes
  • grows dissatisfied with current work, struggles to find the new formulation
  • these new ideas start changing the field, but Maker never rests
  • work can be all consuming, and innovation continues, often at 10 yr marks
  • later work might be more synthetic and general, or totally new area

I see Freud as energized by three motivations: pleasure in classifying, lust for problem solving, passion for system building.


  • Someone who deeply explores his/her inner mind/thoughts/feelings/experiences.
  • e.g. Woolf and writing
  • I find this chapter less focused and frankly less interesting
  • Discussions of madness and creativity and how introspectors must learn to communicate

Discover your difference—the asynchrony with which you have been blessed or cursed—and make the most of it.


  • Someone whose primary goal is influencing other individuals.
  • e.g Gandhi and social change
  • harder to separate makers from influencers as both change the way individuals function
  • Influencers act directly on people, makers influence domain directly, people indirectly
  • Patterns of Influencer (looking at 11 leaders like FDR, Margaret Mead, Oppenheimer)
  • a wide range of childhood experiences (some poor, others wealthier,
  • most dislike school and seem talented but “lost”
  • generally, favor verbal intelligence – esp spoken, but also written
  • understand themselves, and other people well and ask fundamental questions about life
  • most striking feature is the willingness to challenge authority and take risks, often at an early age
  • often cut their teeth on local circles of friends and schoolmates which quickly expand
  • often crave different experiences, travel to new cultures
  • during childhood, many lost or have absent parents
  • w/o strong male figure, create their own set of norms and overall personal ideology
  • no need to master a traditional domain or technical skill
  • Do spend 10+ years understanding politics or journalism/military/business
  • Above all, influencers are storytellers who weave their personal narrative with the story of their movements
  • must defeat the existing stories with counterstories
  • stories must be simple yet compel heterogenous populations to come together (often by creating a “them” to fight)


Key takeaways

Gardner sees three key elements to extraordinariness


  • we cannot assume that lessons from experience will automatically dawn on us
  • must reflect: regular conscious consideration of events of daily life in light of long-term aspirations
  • Seek feedback, esp from Masters, but always subject input to own critical judgment
  • Editors Note: I have since started a daily journal and a “lessons” journal that I fill with things to remember and lessons to take from my current experiences and found it quite interesting

e.g  Mozart wrote tons of letters to friends, Freud was constantly thinking about his aspirations and the success/failures he encountered, Gandhi took daily walks, meditated, had strategy sessions, wrote lots of essays, books.


  • We are all different from others in certain ways, but we must identify and use those points of difference
  • the capacity of certain individuals to ignore areas of weakness and figure out how to use strengths to gain competitive advantage

e.g. Freud was bad at math and logical reasoning, so created new field of psychoanalysis to leverage strengths of language and organizational abilities

e.g. Gandhi did not worry that he was a bad student or didn’t have authority within existing gov’t but used strengths of personal awareness, understanding Indian people’s psyche to create a revolution


  • capacity to construe experiences in a way that is positive and allows one to draw apt lessons
  • it’s not so much seeing the bright side of a set back as the learning opportunity it offers
  • if this approach to life becomes an ingrained habit, the cumulative effect can be enormous

e.g Freud was faced with constant setbacks with his theory’s acceptance, Gandhi absorbed many difficulties and criticisms and was able to convince his followers that they were triumphant even in moments of apparent defeat

If you aren’t impressed by this trio of features, imagine someone who never reflected, didn’t really use their strengths effectively, allowed their weaknesses to thwart their efforts, got discouraged by failures that they didn’t learn from.


Gardner ends with the point that society (esp Educators) must look for signs of extraordinariness in young people, esp. Makers and Influencers and support their growth to ensure that they will be humane and moral beings whose powerful effect on society ends up being positive, rather than negative.


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The Ultimate Question Summary

Chapters, PDF & Review of Fred Reichheld’s Book


The Ultimate Question

Author: Fred Reichheld

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Too many companies these days are like AOL back then. They want to make the most of their innovations. They want to build a great brand with world-class loyalty. But they can’t tell the difference between good profits and bad. As a result, they let themselves get hooked on bad profits.

The Ultimate Question is about a simple, yet all-encompassing insight: The best way to build a successful business is to have loyal customers, and the best way to measure loyalty is by the proportion of customers who will recommend you to others.

The Ultimate Question is simple: “How likely is it that you would recommend this company to a friend or colleague?”

Based on the answer to that question, you can divide your customer base into three groups: Promoters (who act as evangelists for your company), Passives, and Detractors (who feel like they are trapped in a bad relationship).

The Net Promoter Score (NPS) is calculated by subtracting the % of Detractors from the % of Promoters.

The average company has an NPS of 5-10%. The best companies have an NPS of 50-80%. And then there are the bad companies who actually have negative NPS ratings.

Companies that engender loyalty enjoy higher growth and better profitability. They spend less on marketing and customer acquisition (thanks to their loyal customer who do that for them).

Answering the Ultimate Question is a beginning, rather than an end.

Once you know your score, you still need to figure out ways to improve it. You still have to do the hard work of identifying ways to improve the customer experience. But the Ultimate Question provides the needed measuring stick to go about this systematically and more efficiently.

Companies like Enterprise Rent-a-Car use the NPS to seek continual improvement. With scores down to the level of individual offices, it gives Enterprise the ability to see where it needs to focus…and to make achieving a high NPS a part of the corporate culture.

The Ultimate Question can also be used to segment and manage customers.

By grouping customers on a matrix that cross-references profitability and NPS scores, it is possible to apply different strategies to different situations.

  1. INVEST in your profitable promoters.
  2. REDUCE bad profits (profitable detractors) by identifying and solving their problems
  3. Move unprofitable detractors UP or OUT by either finding a lower-cost way to serve them, or better yet, foisting them on the competition.
  4. INCREASE the profitability of your unprofitable promoters by cross-selling more profitable services
  5. INCREASE the happiness of your passives, but not at the expense of the above priorities

If you’re building a company from scratch, design a business model around delighting profitable promoters. Do this, and you can prosper even in a cutthroat commodity business like HomeBanc, which focuses on mortgage loans to home purchasers with great service, no marketing, and competitive prices. It is able to do these things despite investing in its employees thanks to their high productivity.

Companies like Enterprise, Southwest Airlines, and many others succeed despite their industry.

Some of the ways to build an organization that creates promoters are:

  1. Send the right messages. If your focus is on delighting the customer, reward those who do, and punish those who don’t, even if they deliver profits. Those profits are bad profits, bought at the expense of the customer relationship.
  2. Hire (and fire) to inspire. Hire people with the right attitudes. Do not compromise and hire people who don’t embody your core values just because they are skilled. And rely on employee referrals for hiring.
  3. Pay well and invest in training–so employees invest in relationships. Make up for the cost with productivity.
  4. Small teams enhance accountability and service. The military has found that the best building block for an organization are two five-man squads.
  5. Link measures and rewards to company values. Measure and reward what helps the customer experience, not just maximizing profits.

USAA uses these tactics. It spends double the industry average on training. Its people are empowered to use their judgment on all issues, including refunds so that customers don’t have to be transferred around. Call center operators work in small teams that collaborate. And NPS ratings are over 90%.

It’s also important to make the customers part of the process. You develop a community of promoters by listening.

  1. Hold direct conversations with customers. Senior managers need to stay in direct contact with real customers. CEOs man the customer service lines.
  2. Create processes for systematic listening by frontline employees. SAS, for example, gathers all the suggestions and feedback and put them up on the Web site for users to vote on.
  3. Let customers guide innovation. See what the customers want, rather than assuming you know
  4. Help customers delight one another. Connect them together and see what happens.

These companies manage to balance the need for profits with the overarching vision of providing great results for customers and an inspiring mission for employees.

In the end,

the Ultimate Question is the glue that ties together a number of themes, ranging from Seth Godin’s “Free Prize Inside” to Ricardo Semler’s “The 7-Day Weekend”. In today’s world of ultimate choice, the companies that delight their customers (and their employees) are the ones which will win in the marketplace and in their market cap. The Ultimate Question offers the best feedback mechanism to see how you’re doing

In today’s world of ultimate choice, the companies that delight their customers (and their employees) are the ones which will win in the marketplace and in their market cap. The Ultimate Question offers the best feedback mechanism to see how you’re doing.


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Enchantment Summary

Chapters, PDF & Review of Guy Kawasaki’s Book


Enchantment: The Art of Changing Heart, Minds, and Action

Author: Guy Kawasaki

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People deserve a break. The stressed and unorganized person who doesn’t have the same priorities as you may be dealing with an autistic child, abusive spouse, fading parents, or cancer. Don’t judge people until you’ve walked a mile in their shoes. Give them a break instead.


Chapter 1 Why Enchantment?


Enchantment is the act of evoking positive change.

It helps communicate aspirations and dreams.

Enchantment can break peoples current habits.

It gets people to diverge from the crowd.

Get people to stick with you when results or feedback is minimal.

You have to see others point of view in order to enchant them.  They doubt your motivations and have limited resources.

Be ethical, others must truly benefit in some way for enchantment to work.


Chapter 2 How to Achieve Likability


Likability is the first step in achieving enchantment.

  • Make crows feet. Smile real smiles, which means use not just your mouth muscles but your oculi (eye) muscles as well.
  • Dress for a tie.  Dress like the people you are working with.
  • Have a good firm handshake.  Two or three seconds long with eye contact and moderate distance.
  • When speaking to others keep it short. Words should be simple and in the active voice.    Make sure your analogies are common and understood by everyone.

Accept others for their strengths and weaknesses.

Don’t impose your values on others.


  • pursue your passions unabashedly and share them openly with others.
  • try and find out what other people’s passions are


  • Properly placed swear words can increase acceptance.  Use good judgment but not using them can be just as alienating as using them.  Again use good judgment.


  • Assume people are reasonable, honest and grateful.  Default to yes for small requests at the beginning of relationships.


Chapter 3 How to Achieve Trustworthiness


The first step is to trust others.

Mensch – the German word for Human Being.  Giving people the benefit of the doubt.  Focus on goodwill.  Be honest and transparent.

Disclose your interests so you can build alignment.

Don’t undervalue the role of your own knowledge and competence when it comes to building trust.

Show up – Be there to interact with people on issues that matter to you.

Work on expanding available resources instead of carving out larger chunks of current ones.

Establish your position.  You should be able to explain what you do in a short clear sentence.

“A hero is a man who is afraid to run away.”  an English Proverb


Chapter 4 How to Prepare


Your cause needs to be as enchanting as you are.  Here is a list of qualities it should have:

  • Deep – many features
  • Intelligent – solves problems
  • Complete – serves, supports and can be enhanced
  • Empowering – makes people better
  • Elegant – naturally aligns with people’s flow


The “premortem”

Look at why something might fail before attempting it.  The trick is to do it once the project is no longer ongoing but before it is released.  This allows more creative and organized approaches to challenges and spots early warning signs.


Make your cause easy to swallow

  • Keep it short
  • Stay positive
  • Show respect

Don’t underestimate, simple, easy to read and pronounce, even rhyming words.

Default to a win-win scenario (example: Forced 401K)

Establish Goals, a person with well-defined goals is more enchanting.

Create checklists related to goals. They help create action, show people you respect their time and show progress.


Chapter 5 How to Launch


Tell a David vs. Goliath type story with great aspirations and courage.  Make it personal.

Immerse people in a great demo that is as close to the real thing as possible.  Anchor and twist, explain within the realm of the familiar to give it a different meaning.

Enable hands-on trials while things are still reversible.  Make them inexpensive and easy to access.

Embrace the nobodies.  Anybody who understands your cause is worth your attention.

Ask people outright if they are going to support you.  By attempting to measure someone’s intent you can affect their actions.

Get your first follower.  The first follower is important because it gives credibility to the leader.


Chapter 6 How to Overcome Resistance


Why do people resist?

  • Inertia
  • They like options, don’t want to reduce them
  • Fear of making a mistake
  • Lack role models
  • Your cause sucks


Familiarity breeds commitment, not contempt.  ex. The white iPod headphones.

Create a perception of scarcity.  Setup an invite-only beta program.

Give tours and open houses.  Show people the magic behind the scenes.

Use images, examples, and stories to move people to action.

Find a way to agree with people personally or professionally.

The goal is to invoke change not to get your own way.  Instead of thinking you have the answer, sit back and look for bright spots that are already working.

ex. Apple thought the Mac was for spreadsheets but people used it for desktop publishing.

When possible use data to demonstrate points.  Make the data visual.

Know your competition, if you can’t name ways they are superior to you then you are either clueless or haven’t looked hard enough.


Chapter 7 How to Make Enchantment Endure


Internalization is the goal.  It’s the third of three stages:

  1. Conformity – won’t last long without constant pressure
  2. Identification – shared interests motivate
  3. Internalization – People genuinely believe and do it for themselves


Identify people who have internalized and separate them physically if possible.  Foster their divergent thinking.

Organization leadership support is important but the grassroot level adoption is key.

Don’t use money as an enchantment tool.

Give to others, shine their shoes to change their minds.


Build an ecosystem to intertwine other peoples success with yours.

  • User groups
  • Websites and Blogs
  • Consultants
  • Developers
  • Resellers
  • Conferences

Create a diverse team that will add richness and relevance to you efforts.  You want various viewpoints.


Chapter 8 How to Use Push Technology


General Principles

  1. Respond Fast
  2. Engage everyone not specific or worthy people
  3. Remember that enchantment is a process not an event
  4. Provide value
  5. Provide credit (the more you shine the light on others, the more you get noticed)
  6. Limit self promotion to no more than 5%
  7. Disclose conflict of interests


  1. Customize the intro to the specific audience
  2. Sell a better future
  3. Speech as a screenplay
  4. Act 1 what is
  5. Act 2 what could be
  6. Act 3 how to make it happen
  7. Use pictures, video, and demos

The 10-20-30 Rule

  1. -10 slides, 20 minutes, 30 point font
  2. You cannot practice a presentation to much


  1. Subject line is critical and should be personalized
  2. Keep emails to 6 sentences or less
  3. Do your homework on the recipient and “suck up” if needed
  4. No attachments without permission
  5. Ask for something concrete


  1. Spruce up your photo
  2. Provide a descriptive profile
  3. Post informative links -Find them on stumbleupon, Smartbrief, alltop, have an Intern find them for you.
  4. Post links to your own content
  5. Respond to everyone (and make it personal, do your homework)


Chapter 9 How to Use Pull Technology


Push brings information to people whereas Pull brings people to information.

The primary Pull technology is a website or a blog.  It should contain good freash content, be easy to navigate, and have an About page.


  1. In some cases a Facebook page can be used instead of a website.  Often less expensive and provides reliable identities to people who interact with it.
  2. It is necessary to actively engage members of your Facebook site.


  1. Make a great Profile – keep it current!
  2. Get visible – Participate in LinkedIn Answers and join Groups.

Find people 

  1. Search by name or company
  2. Find shared interests
  3. Find out about people you work with


  1. Provide value: Inspire, educate, entertain, enlighten
  2. Keep it short
  3. Use keywords wisely as well as the tile description and tags


Chapter 10 How to enchant your Employees


Provide a map which allows autonomy, supports skill mastery and gives purpose.

When looking at yourself judge the results of your actions

When looking at others, judge the intentions.

Adopt a self-criticism strategy.

Don’t ask others to do what you wouldn’t do yourself.

Find and use a devil’s advocate.

Three important words when it comes to employees “We want you.”



  1. Manage their time well
  2. Give them feedback and recognition
  3. Provide free food, drinks, coffee cups, t-shirts


Chapter 11 How to Enchant Your Boss


Make them look good

Don’t think big picture, think about their big picture.

  • drop everything and do what they ask

Underpromise, Overdeliver

Provide a prototype of what you are working on for feedback before you invest too much time.

Make your wins your boss’s wins


Form friendships in the workplace

  • Make you more efficient
  • Create a snowball effect
  • Friends protect you


Deliver bad news as soon as possible.

  • Don’t blame anyone
  • Don’t relay the bad news without ideas to fix it.


Chapter 12 How to Resist Enchantment


Avoid tempting situations (like malls)

Make sure you take into account the positive effect you are looking for in the future.  Don’t do something that you don’t feel will put you in a better position a year from now.

Know your limitations – devil’s advocate

Beware of false claims, tricky wording, and so-called experts.

Don’t fall for the example of one, look at the whole dataset.

The wisdom of the crowd isn’t all it’s cracked up to be.

Track past decisions to avoid making the same negative ones again.

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Winning Through Intimidation Summary

PDF, Chapters & Review of Robert Ringer’s Book


Winning Through Intimidation

Author: Robert J. Ringer

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Every person has the inherent right to “self-proclaim”–to announce, at any time he chooses, that he is on any level he chooses to be on.

The Theory of Reality:

Reality isn’t the way you wish things to be, or the way they appear to be, but the way they actually are. You either acknowledge reality and use it to your benefit, or it will automatically work against you.

1. Theory of Sustenance of a Positive Attitude Through the Assumption of a Negative Result

Prepare yourself for long-term success by being prepared for short-term failure

A person shouldn’t enter a sales situation feeling he can’t make the sale, but he should really assume that he won’t make the sale. If you’re prepared, then you’re able to feel confident that you are capable of making the sale if it is possible to be made. Hope for the best, but realistically assume the worst.

No matter how well prepared you are, only a small percentage of deals actually control, because there are an endless number of factors beyond your control.

Each negative result is an educational experience from which you can extract lessons learned, and then forget about the negative result.

Most people wish that business took place on a nursery school playground, with fairness being enforced. The reality is that the game of business is played in a vicious jungle.

2. Uncle George Theory

If you keep your nose to the grindstone and work long hard hours, you’re guaranteed to get one thing in return: Old. Hard work will not, in and of itself, assure a person of success.

3. Theory of Relativity

Language is relative and subjective; you have to make sure that you define exactly what people’s statements really mean.

4. Theory of Relevance

The most important factor to consider is whether something is relevant to what you’re trying to accomplish. Work only on things that are relevant.

For example, the builder’s cost is irrelevant to a buyer. All the buyer cares about is cash flow. Also, whether or not a person is “honest” is irrelevant. What matters is what he puts down in writing.

5. Thirty Year Theory

You are going to die. Therefore, you should go after all you can get, as quickly as you can get

You are going to die. Therefore, you should go after all you can get, as quickly as you can get it, because the reality is that your time is limited.

6. Ice Ball Theory

In 50 billion years, the sun will burn out and the Earth will be a frozen ice ball. Nothing you do now could possibly matter then. So don’t take yourself too seriously. Life is a game, and play to win. There’s no reason to be afraid to be aggressive or take chances. The reality is that there’s no way you’re going to get out of this thing alive, so why play conservatively.

7. Three Type Theory

There are only three types of people in the business world

  • Type 1: Lets you know that he’s out to get all of your chips. Then he tries to do just that.
  • Type 2: Assures you that he’s not interested in getting your chips. Then he tries to grab all of your chips anyway.
  • Type 3: Assures you that he’s not interested in getting your chips, and honestly means it. However, in the end, he tries to grab all of your chips anyway.

In business, no one ever does anything for anybody else without expecting to gain something in return.

8. Leapfrog Theory

A person has no legal or moral obligation or, for that matter, logical reason to “work his way up through the ranks.” The quickest way to the top is not by fighting your way through the pack, it is to leapfrog over the pack and simply proclaim that you’re above it. However, you must be prepared to be above it, or reality will knock you back down.

9. Theory of Intimidation

The problems most people have in reaching their objectives revolve around the fact that they constantly allow themselves to be intimidated.

The results a person obtains are inversely proportional to the degree to which he is intimidated.

10. Posture Theory

It’s not what you do or say that counts, but what your posture is when you say or do it. You need to maneuver yourself into a position of power.

11. Types of Power

Money: The ability to walk away—nice if you can get it

Image: The ability to prompt respect

Legal: The law, plus the Law of Universal Attorney-Attorney Respect. Always have everything in writing. Don’t be afraid to ask for it.

Performance: Be the best at what you do and deliver. Be fanatical about execution. This backs up your Image and Legal Power.

Don’t let anything get in the way of making the deal. If there are questions, dig out the answers yourself if necessary, rather than waiting for someone else to do it.

12. The 5 Steps of Sales Success

  1. Obtain a product to sell
  2. Locate a market for the product.
  3. Implement a marketing method
  4. Be able to close the sale
  5. GET PAID.

13. Generating Image Power

Ringer used a spectacular, expensive, hard-bound brochure to intimidate potential sellers.

Every interaction was designed to show the buyer or seller that they needed to sell Ringer on working on their deal

When he went to meet them, he brought along everything that he might need, from typewriters to law books, to 2-3 secretaries—so that nothing could hold up the deal, and to intimidate the hell out of people.

14. Makeable Deal Theory

It’s more efficient to work hard on finding a few makeable deals, rather than working hard on an endless number of unmakeable deals and clinging to the faint hope that you’ll somehow close one. People have a masochistic tendency to work on “pie-in-the-sky” deals that have little possibility of closing.

15. Phrasing Matters

Don’t say, I can “sell” the property, say I can “do something” with the property.

Don’t call a contract a contract, call it a “one-page understanding.”

  • Try to avoid looking legal and attracting the attention of the Deal-Killing Attorney.
  • Ringer would have a contract done and signed on the spot, rather than waiting and allowing time to pass.

16. Fiddle Theory

The longer a person fiddles around with something, the greater the odds that the result will be negative. Time is always against you when trying to make a deal—any kind of deal.

17. Boy-Girl Theory and Better Deal Theory

If a boy plays it cool, then a girl wants the boy. If a boy comes on like a hungry dog chasing a squirrel, then girl doesn’t want the boy. A man will usually want the deal he can’t have, and won’t want the deal he can have.

Before a person closes any kind of deal, he always worries that there may be a better deal down the road.

To combat the effect of these factors, bring the deal as quickly as possible to the point where the money is on the table and the papers are ready to be signed. Then it’s put up or shut up time.

  • Don’t let the speed depend on everyone else. If necessary, fly a secretary to the office to pick up the documents and hand deliver them.
  • You MUST take matters into your own hands and move swiftly once you smell victory. At the crucial moment, the great quarterback takes control of the game.

18. Attorney Goal Line Defense

Attorneys are not subject to intimidation like normal people, but if you cower, they will smell blood and strike. Instead of being tough or humble, play it cool. Be calm and matter of fact. Adopt an air that indicates you have no concern over the deal, that everyone knew the deal would happen.

  • “Problems” don’t represent obstacles to the closing, but just normal “points” which had to be “handled” as a natural part of every deal.
  • “That’s a darn good point. I’m glad you brought that up. Here are many ways we can handle that particular point.” The only reason all are gathered is to “handle” the normal “points” that always come up.
  • As a last resort, indicate the willingness to walk away. “Well, I guess that’s it. It looks like we just can’t make this one happen.”

19. Dirty Laundry

There will almost always be several major undisclosed deal-killers that pop up at the 1-yard line. Soften the blow by setting expectations with the buyer ahead of time. That way, the dirty laundry reinforces your posture of expertise.

20. Bluff Theory

The best way to bluff is not to bluff. Wealthy people are good bluffers because when they threaten to walk away, they mean it. They can’t be intimidated.

If you’re not wealthy, the best substitute is guts. It’s more painful, but it works. Draw a clear line, and stick to it.

Perhaps the most important reason of all for taking action now is that time is finite. No matter how proficient you are, you can only accomplish so much in a lifetime. Every second that’s wasted reduces the totality of what you can accomplish by one second.

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Brazen Careerist Summary

Chapters, PDF & Review of Penelope Trunk’s Book


 Brazen Careerist: The New Rules for Success

Author: Penelope Trunk

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Assume that everything you write via e-mail will appear in the business section of the newspaper.


Making the shift from worker to manager

  1. Focus on people, not tasks. The job of the manager is to get the best work from the people you manage. Ideally, you show people how to see themselves differently so that they are able to produce at a higher level than they ever imagined.
  2. Make a quick transition. Delegating your old job should take three days. If you died today, your job would be delegated in a couple of days. Plus, you have to let go and stop caring about things that no longer matter.
  3. Remember to manage up. You can only impress your boss with your management skill if you are accomplishing things she cares about. Set measurable goals for yourself and let people know that you’re meeting them.
  4. Listen more than you talk. Start with a listening tour to find out what matters to people. Only then can you set goals for yourself.

Star strategies allow you to be highly effective, yet highly productive at the same time, so you can fulfill your potential at work and in your personal life. Yes, stars have time for both.

Office politics isn’t about jockeying for power, it’s about hobnobbing for projects–getting the best opportunities to learn and grow–the best projects, training, and assignments to build skills and market value.


  • Make a list of skills and knowledge you want to accumulate in the next two years. Ask your boss which ones she can help with. Then ask which projects or teams can help you acquire the skills that your boss can’t help with.
  • Would you go to work in a Hawaiian shirt? Your desk is as much a part of your image as your clothes. Clean it up.
  • Typecast yourself. Being a generalist means good at nothing and headed for long-term unemployment. You get to the top by being the best, and you can’t be the best at everything.

5 years after business school, only 60% of women are working outside the home.

A study of HBS grads showed that people who went into a profession they loved ended up making more money than people who went into a profession for money.

How many more investment bankers need to show up in court before people stop incriminating themselves in writing?


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Yes! Summary

PDF, Chapters & Review of Noah Goldstein, Steve Martin & Robert Cialdini’s Book


Yes! 50 Scientifically Proven Ways To Be Persuasive

Authors: Noah J. Goldstein, Steve J. Martin, & Robert B. Cialdini

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One type of card required eight stamps to receive a free car wash, with no stamps attached to the card. The other stated that ten stamps were needed to receive the free wash, but two stamps were already affixed to the card. This meant that both cards required eight washes to receive the reward, but the second group seemed well on its way to completing the card with 20 percent of the stamps needed for the free wash.


The book was written as a collection of 50 Principles based on social psychology studies. My summary captures the essence of each of the 50 studies/findings.

  1. The Power of Social Proof
  2. Relate to the audience in a way so that they see themselves in you
  3. If you use the principle of negative social proof, be careful not to indicate its prevalence because people will gravitate towards the norm
  4. Negative behavior will adjust toward normal “magnetic middle” while positive behavior needs to be recognized and rewarded
  5. Too many options are paralyzing
  6. When you give something away you have to express its value otherwise it will be seen as cheap. This is true for gifts and for when you’re giving someone else your time.
  7. High end framing – Having a high-end line & the main line. The top line brings prestige & the main line seems like a compromise and is attractively priced compared with the higher end model. People want a bargain. (Once you’ve made your primary service or product make one that is of higher quality but priced more steeply and it will improve overall sales)
  8. Fear without a plan for action causes apathy
  9. Generosity: Reciprocity is a more powerful incentive than money. People feel compelled to return favors.
  10. Always add a personal touch.
  11. Do something significant, unexpected and personalized.
  12. Build reciprocation on trust rather than monetary incentives.
  13. Willingness to return a favor declines over time
  14. If you have a big request first get them to agree to a smaller request
  15. Labeling – Label people with the traits you want them to show – “I know there is some good in you.”
  16. Compliance Momentum – Ask a question and get them to say ‘yes’, if you want an action from them later
  17. Active commitments – Get them to write something down
  18. Identify with the person. Tell them you would have done the same thing in their situation. Guide them in a direction by saying how this fits with their previously stated values
  19. One act of kindness is often followed by another – get someone to do a small favor for you – They’ll backward rationalize that they like you.
  20. “Every vote counts. OR  Even a penny will help.”
  21. Start bidding low, have low barrier for entry – frequency of bids equals more social proof, interaction, and value
  22. Always have 3rd party introduce you with your credentials. People will respect you, and assume you’re qualified. Never list your accomplishments yourself – this is boasting – you can put your awards on display on a slide and that is more indirect. Amusingly, even if the person is paid to speak positively on your behalf it still works
  23. Don’t be the smartest person in the room, or if you are, ask for advice and collective input, though the decision can still be wholly yours. Collective decision making doesn’t really work there are too many differing opinions.
  24. Have true dissenters, not just people playing Devil’s Advocate and you will have richer, more complicated discussion with more innovative solutions and conclusions. Leaders should encourage disagreement. If you don’t believe a person actually holds their opinion, a Devil’s advocate, then you don’t take it as seriously as someone who actually has a good reason for their opinion.
  25. Training should not focus solely on successful methods it should focus just as much on errors & common mistakes – you can learn from them and talk about how errors can be avoided
  26. Admitting your weaknesses earns the trust for people to be willing to listen to your strengths
  27. When you admit your weaknesses acknowledge the strength associated with it if there is one.
  28. Take responsibility for your mistakes – faulting internal factors shows you had control over the situation but failed, whereas when you place blame on external factors, it shows it is out of your control and could just as easily happen again. If possible describe a plan of action for how next time will be different
  29. People love similarities with themselves – Examples: people are more likely to fill out a survey if the surveyor has the same name or birthday as them.
  30. The amazing unconscious power of name similarity. Examples – Dennis is 40th most popular male name in the US, Jerry & Walter are 39th and 41st. Searching in the directory of the American Dental Association there were 257 Walter’s, 270 Jerry’s and 482 Dennis’. People whose names are George or Geoffrey are disproportionately likely to be involved in geosciences.  Hardware owners are 80% more likely to have names that start with the letter ”h“ than ”r“ but roofers are 70% more likely to have their name start with ”r“ than ”h“. People with their birthday on the second of a month are more likely to be living in a place called Two Harbors, Minnesota.
  31. Mirroring body language and repeating verbalizations increases rapport.
  32. Be genuine. Find virtues in other people.
  33. Point out scarcity, uniqueness, limited time, rarity, exclusivity
  34. Risk aversion. People are more worried about potential losses than potential gains – pitch lost things as a missed opportunity. Loss aversion explains a lot of human behavior.
  35. Always say ”Because“ helps for simple things even if you have a totally non-sequitur reason. But helps a lot if you have a good reason – Say why you are doing or asking for things
  36. Generating persuasiveness by asking for reasons works only if its easy to come up with reasons – 3 may work 10 will not – You can use reverse on the competition by asking customers to recall too many virtues about your competition. Also how easy someone can visualize going somewhere, doing something, or using something affects persuasion. This is all about fluency, we associate right and wrong with how easy something is to do.
  37. Simple and pronounceable names do better than complicated, unpronounceable names. As does simple clear speech and good handwriting – Again, Fluency is the key concept here.
  38. Rhymes are more fluently processed and therefore perceived to be more accurate, truthful and persuasive – ”If the glove doesn’t fit you must acquit“ or ”If the glove doesn’t fit you must find him not guilty“ ”Caution and measure will win you treasure“ or ”Caution and measure will win you riches“
  39. Everything is relative, it is all about contrast – people feel more secure with more information. If you receive a lot of information about  department store Brown’s and less about department store Smith’s you feel less favorable about smiths. But it doesn’t even need to be relevant if you hear a little info about Toyota and then a lot about Smith’s you feel good about Smith’s. If you heard more about Toyota’s than Smith’s you wouldn’t’ feel as good about Smiths.
  40. People are more likely to help when you indicate you’ve already started and made initial progress – or give someone some bonus to get them started initially- momentum is the biggest hurdle – Instead of buy 8 and get the 9th free. Have it buy 10 and start it off with two.
  41. Atypical unexpected names and descriptions with some ambiguity increase intrigue and persuasiveness.
  42. Use memory aides – ex place stat about social norms for drinking on beer glass. Memory is context sensitive. The info needs to be there at the ”point of sale“ or action / scene of the crime
  43. A mirror or another way of causing people to look at themselves makes them act more consistently with their values like honesty and trustworthiness. Wearing a name tag or displaying a name as similar effect – like at a meeting or an online handle – Also it doesn’t need to be a mirror it could just be a picture of some eyes.
  44. When one is emotionally sad or down they are more likely to sell low and buy high. When people are emotionally charged in either direction, happy or sad they are likely to only pay attention to presence or absence of something, the magnitude makes no difference. Focusing on numbers increases rationality – be aware of your mood when making important decisions. Give time for emotions to subside to prevent carryover from your state. Put off deliberations if one party is under stress – they’ll perceive you as more empathetic.
  45. Whenever someone makes a statement we accept it as true & can only reject it a fraction of a second later. But this takes more mental energy to falsify – this is harder to do when we are tired, or distracted. And it is even more persuasive if you momentarily distract someone by announcing the price in pennies and then say ”it is a bargain“  – ”during a moment of distraction a salesperson can stealthily insert a persuasive assertion under the radar. – In a study with people walking around during a bake sale people were more likely to purchase a cupcake if they referred to them as “half-cakes” rather than cupcakes but only when this was followed by the declaration “They’re delicious” .
  46. Arguments are more persuasive when people are alert – so drink coffee and don’t present right after lunch – summarize your best points in the middle of the speech, for one because caffeine takes 40 min to take effect and halfway through they will reach peak alertness.
  47. Emails don’t’ have non-verbal communication or intonation = less rapport – People misinterpret tone of an email and are less personal compared to face to face
  48. Different strategies for different cultures – In the US it is important to pitch individualism. In Asian countries, collectivism is more important and the value to the community
  49. Individualists operate on personal consistency – Collectivists on peer consistency. To an Individualist say “thank you, you did well” to a collectivist say “ Thank you, you and your colleagues did great work”
  50. Individualists are more concerned with conveying info, collectivists are more concerned about building and maintaining relationships – P.S. Collectivists hate answering machines.


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Be Happy at Work Summary

Chapters, PDF & Review of Joanne Gordon’s Book


Be Happy At Work: 100 Women Who Love Their Jobs, And Why

Author: Joanne Gordon

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Happiness at work does not just happen. You must seek it out, foster it, fight for it. You need to believe that you deserve to be intellectually, emotionally, and socially engaged at work.

Having a happy working life is not reserved for those with connections, chemical makeup, or money; it is reserved for those who act.

The Happy 100 find happiness by being engaged with Processes whose Purposes they feel proud of, and with People that they respect. But you still need to be Proactive.

  1. Know what you want.
    • Examine how each of the 3 Ps is operating in your present work life. Figure out the core processes that you really enjoy or put you in a flow state. Confront how you feel about the effects of your work on others. Reflect on the people with whom you work.
  2. Ask for what you want.
    • No one can read your needs, and unless you speak up, you’ll definitely never get them. You deserve it.
  3. Reinvent the rules: recast stereotypes.
    • The only rules are to be proactive and creative.
    • Always think beyond industry stereotypes.
  4. Seek support.
    • Seeking guidance or advice (and accepting criticism) is a sign of strength.
  5. Explore–don’t ignore–instinct and coincidence.
    • Many times, a single critical epiphany led them down the right path
    • Put yourself in a position to have such realizations
      • Say yes to invitations
      • When coincidences happen, take action
    • Fate does not deliver happiness, your actions do
  6. Weigh the sacrifices
    • Even the happiest still experience frustration, and many have overcome major obstacles
  7. Exude confidence

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Celebrity Branding You Summary

PDF, Chapters & Review of Jack Dicks & Nick Nanton’s Book


Celebrity Branding You

Authors: Jack Dicks & Nick Nanton

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  • People Buy People – Having a person or personality attached to a business or brand, will make it grow faster and bring in more sales.
  • McDonald’s and Burger King created mascots (Ronald + The King) to give their brand a personality in an effort to beat Wendy’s who had a legitimate personality behind it (Dave Thomas; their founder)
  • “Celebrity Branding” establishes your brand’s personality as the “Celebrity Expert” in your area, in the market you compete in.
  • Five Stages:
    • 1 – Find The Niche
    • 2 – Create Your Brand
    • 3 – Develop Celebrity Expert Status
    • 4 – Rollout (Expanding Your Celebrity Brand Business)
    • 5 – Selling Your Business And Creating “Legacy Dollars”
  • A Celebrity Expert (unlike an unknown expert) has a unique following of fans (enthusiastic customers, clients and prospects).
  • The reason Celebrity Endorsements work so well is because People Buy That Personality… if they like the person, they will follow their cue.
    • Ogilvy Note: Make sure the celebrity is relevant to the offer!
  • The more a person can identify with the ‘Celebrity’ the more they connect with the brand and the more likely they are to adopt it.
    • e.g. George Foreman, Lean Grill… Champion Boxer, Strong, Smiley, Christian Minister
  • The difference between en expert (who is good at what they do) and a Celebrity Expert is simply that more people know and recognise you as being such.

Who Are You?

  • You must understand who your client or customer really is and what they need from you. You must also be able to adapt to changing desires over time.
  • The most long-lasting Celebrities e.g. Madonna and Cher have been able to adapt to the times and remain popular for decades, by still delivering what their target audience wants.
  • Questions:
    • What skills do you have that people find interesting?
    • What led you to your current Job status? Personal status? Financial status?
    • What do people tells others about you when they refer business to you?
    • Why do your clients continually return to you, your products and/or services?
    • What do you do when providing you product or service that’s different to what everybody else does?
  • Basically the idea of these questions is to find out why people want and like you, and how you stand apart from the rest.
  • The moment and events that brought you to where you are today are unique to anyone else and shouldn’t be hidden or ignored. This is what grips people!
  • What Is Your Point? – What is it that you do, which makes life easier, better, more fun or profitable for your customers?
  • Be sure to understand what’s really in it for your customers.  Assess the benefits of the features of what you offer.
  • Who Is Your Target Market? – Choose an audience you are passionate about and enjoy serving – and get to know them intimately.
  • If you aren’t passionate about your audience, you will not last.
  • Questions:
    • What groups of people use your product or service now?
    • Which of these groups do you most enjoy working with?
    • Do you feel motivated or energized at the thought of providing your product or service to this group of people?
  • What Does Your Market Want Or Need? – People react to buying messages to either get pleasure or avoid pain.
  • It is wise to reinforce the benefits of the client’s use of your products or services and their success, as they are using it.
  • The more aware they are of the benefits they’re receiving from you, the more dedicated they will be to your brand and the more success they will find with you.
  • How Does Your Product/Service Fulfil Your Customer’s Needs? – Be very clear in exactly how you make your clients better off.
  • Be very clear also, in how using your product or service makes the customer many times better off than the time, money and effort they may have invested in you.

What Is Your Brand?

  • Your brand is what makes you uniquely different from everybody else in your target market.
  • Your brand should be readily identifiable so people can quickly say “That is what I need, and that is the person I want to solve my need!”
  • Questions:
    • Who are you?
    • What do you do, and what are the expected results?
    • When can you do it, and how long will it take?
    • Where do you perform your service?
    • Why do you do it?
    • How do you accomplish it?
    • • Who: We are Dicks+Nanton Agency. We use our names in the company name so clients immediately begin to identify with us as people, not just a company. We use our pictures extensively on our Web site and on the cover of this book because we, as people, are identifiers of the brand. In the case of this company, we added the word “agency” because people associate agents with celebrities, and we represent our clients in this fashion. We also have a law firm, and we use our names in it along with the word “law” to convey who we are and what we do: Dicks & Nanton P.A.: The Business Growth Lawyers®. Note that the names we chose are clear, they aren’t fancy, but you quickly know who we are and what we do. For the Dicks+Nanton Agency LLC, we selected three words that involve what we uniquely do… turn business people into Celebrity Experts. The brand is unique and has a strong appeal.
    • • What do we do, and what are the expected results: We answer this in our slogan, “Celebrity Branding You™.” Also, we often use testimonials in our materials. Third-party testimonials are one of the most powerful tools because interested readers will be more compelled to act based on what someone else says about you than what you say about yourself. Whenever you get the opportunity, let your clients talk about the results you produce.
    • • When can you do it, and how long will it take: Naturally, we aren’t always available to immediately start working with a new client. That is one of the reasons we wrote this book. By reading and understanding our philosophy and process, many of you can do it on your own or perhaps just use us to help with a particular stage or process. This reduces the time to get results. If you are a client who is starting from scratch, the process will take longer, but the results are worth the time. The time it takes to reach success is never quick enough, but the one thing we know is that the sooner you begin the sooner you will achieve your goals.
    • • Where do we perform our service: While our services are available nationwide, we have a practical limitation on the number of clients we can personally handle at any particular time, so many of our clients come from surrounding geographic areas. However, thanks to technology, we can serve our clients anywhere.
    • • Why we do it: This is the telling and sharing part of your story. In our case, (even with the wide range in our ages) we both live and breathe business growth and marketing ideas. We are also both lawyers, but law school for us was just a strategy to use so we could answer legal questions for ourselves and understand how to solve business problems that might come up. In fact, Nick tells the story that he always thought he was a little strange in the way he thought about creatively coming up with new business ideas until he met me (Jack) and realized he was not alone on the planet. We both began building and growing our own businesses at a young age, each loving the entrepreneur life – Nick choosing the entertainment business, and Jack focusing on business development. Now, we choose to combine the skills we have both honed in order to turn business people into celebrities in their niche using proven, proprietary strategies that we have developed through years of practice. We get to “play,” be creative and make money in all sorts of different enterprises. It is like Christmas everyday!
    • • How do we do what we do: Many years ago, we discovered that business is formulaic. If you learn the formula for a successful business, your business will grow. Please note that we did not say there will not be problems in your business because there will be. All businesses face problems, and sometimes they cannot be resolved fast enough. We have experienced this personally and have seen some of our clients go through it. What we have learned from experience is that you must adapt to problems by finding creative solutions, and then return to the formula you were following. When you are in the eye of the hurricane, this is not easy to see. Clarity of vision is often a valuable service we give our clients; a view from the outside. Experience is a great teacher, but learning from someone who has been there and can keep you out of harm’s way is a better and less painful plan.
  • The answers to these brand questions will allow you to develop your story so more people can engage with it and more quickly make a personal decision about you and whether you’re going to be a good fit.
  • Those who like these answers and resonate with them, will stay with the brand. Those who don’t either remove themselves early on, or will get FIRED as clients. This is a must.
  • By working with the type of client that resonates best with you, you can do your best work and do the most good for your client, with the most enthusiasm, energy and passion.

Putting Your Story Behind Your Brand

  • Creating a “Celebrity Brand” requires you to turn your inner personality, outward to the public.
  • This personal element must not try to “please all”… it must be authentic.
  • The more open you are with people about who you are, the more accepting they will be to your proposition and the stronger their attachment and relationship to you will become.
  • A network of ‘raving fans’ grows around a ‘Celebrity Expert’ and those fans help each other accomplish a great deal more than if by themselves and without you.
  • Why Do You Do What You Do? – Your work must have meaning and purpose to you otherwise you will not be able to do your best at it.
  • What Do People Talk To You About Or Compliment You On? – The answer to this usually leads to the answer of “What do you do best for others?”
  • When people come up to you and ask you for advice, they have made a conscious decision you are the best person for the job, to provide guidance on that matter.
  • This may be accurate or inaccurate, but if it happens often, it’s a strong signal of how the world sees you, what you do and perhaps even who you are.
  • How Do You Communicate With Others? – Be aware of how the way you speak and behave with people is perceived.
  • If you don’t have an accurate idea of how you’re being perceived, you won’t now how you’re being branded, nor will you be able to guide the development of your brand.
  • What Is Your Elevator Speech? – You want a short encompassing statement of what you do with the aim of provoking the person to actually think about what it is you do.
  • It should include a benefit to be enticing.
  • It should also make sure you’re ‘pigeon-holed’ in the most desirable place, while avoiding being ‘pigeon-holed’ somewhere you don’t want to be.
  • It is important you ARE ‘pigeon-holed’ somewhere  though, otherwise you’ll most likely simply be forgotten or made too difficult and complex to understand.

Developing Your Celebrity Expert Status

  • Building Your Celebrity Expert Image – People judge you by their first impression of you and that’s difficult to shake, so ensure that first impression is consistent with your brand.
  • If you have a serious, formal brand; jeans and a t-shirt is going to scream incongruence and encourage disbelief, suspicion, and mistrust… just as how a hip free-thinking creative agency wouldn’t seem right in grey suits.
  • How Else Can You Reinforce Your Message? – Photography and images; it is recommended you have a professional photographer take several images of you, which capture the real essence of you, which don’t appear posed, which appear natural and congruent to your brand image. Have the shoot run as though you’re speaking to a friend you’ve not seen in 20 years.
  • Business cards, website and all marketing collateral should represent your brand image accurately and also prevalent is as many media types as possible. Audio, imagery, video… don’t just give out business cards, give out CDs, DVDs, USB sticks.
  • Publishing a book, holding a seminar, hosting a podcast and extremely valuable and ultimately you want to be using as many media channels as possible to reach as many people as possible, in as many sensory contexts as possible.
  • Building Your Credibility As A Celebrity Expert – Primary concern is usually around some form of formal education, but in today’s world where the world’s richest man (Bill Gates) is a college dropout… this is no longer a major concern.
  • Qualification: If a formal education qualification is required or desired, in terms of college/university degrees these can be hard, slow and expensive to gain if you don’t already have one.
  • The recommended course of action is a professional (or otherwise) certification.
  • Do not purchase a degree from a ‘degree mill’ – this is almost always found out and ruins your credibility just about forever and outright. Get a legitimate certification.
  • Write A Book: One of the best ways to gain credibility in any field. This can seem daunting but really isn’t.
  • The best way to start is by writing a series of articles. Let them form ‘chapters’ of the book and distribute them one by one as pillar content or ‘special reports’ for gifts or handouts.
    • Note: That’s how this book was written
  • This is a great system since content is a cornerstone of good marketing anyway, so you’re effectively ‘killing two birds with one stone’.
  • You can distribute this content to other content marketers who will host it on their platform, which effectively acts as an ‘endorsement’ from these people too, which is extremely powerful.
  • Testimonials – This is one of the best ways to build Brand Credibility. Self-promotion is often met with scepticism. Promotion and approval and validation of your expert status from others holds much more weight.
  • To get a testimonial, you can often simply ask. If they don’t know what to say, you can write a quote and ask if it is an accurate representation of their feelings and if they approve it. Alternatively you can ask some questions and use their answers as testimonial.
  • Video testimonials are most powerful, then audio (with name and photo), then text alone. Text and Image is more impactful than text alone too. Once again, seeing the Person behind the testimonial, along with their credentials, allows them to connect with it more strongly.
  • Getting Testimonials from as many different ‘types’ of people i.e. men and women, multiple nationalities, occupations and ethnicities… casts a much wider net of appeal and potential connection.
  • Use full names and cities of origin where possible… people forge a connection more quickly to people who are similar to them, including geographically.
  • Newsletter – It’s important to stay in contact with people within your network, or else they’ll forget about you. You must stay present, visible and relevant.
  • At least once per month is effective, but more often if there is good stuff to share and talk about is usually recommended.
  • Blogs, ‘e-zines’, email newsletters and digital platforms are recommended of course, but so is sending out a newsletter in print, via regular mail.
  • A print newsletter holds significantly higher perceived value and if the audience receives something physical they can hold in their hands for free, and it contains things they like and enjoy – then they’ll probably consume it and grow quite fond of you.

Your Client Ladder Of Ascension

  • The Client Ladder Of Ascension is the process that allows prospects to become more involved with you on different levels with different fees attached.
  • Because not every prospect will feel the same way about you at the same time, it is important to have a way for them to get closer to you within their own level of comfort.
  • You should have a system in place where the prospect can get more and more familiar with you in ‘baby steps’.
  • Give them the opportunity to:
    • a) Talk and relate to you
    • b) Buy a basic product or service you have to offer
    • c) Test out your products or services to see if you really do what you say you will
    • d) Buy other products or services you offer
  • The important part is to ensure that every single person, no matter where they are on the Ladder Of Ascension, feels important to you.
  • The Ladder Of Ascension Could Look Like:
    • Free Article or ‘Gift’
    • Low ticket item (eBook/video)
    • Mid-ticket item (long course)
    • Attend a conference / live event
    • Become a group coaching/mastermind client
    • Become a personal 1-on-1 client
  • It’s important each Level is well served, even if some levels are more profitable than others.
  • Just because one person might not go through the entire Ladder, doesn’t mean they won’t recommend you to a friend, colleague or family member.
  • They will only be able to make this recommendation confidently if they have experienced their level(s) of Ascension positively and engaged with you and your content well enough.

The Dynamic Website: Your Keystone Branding Strategy

  • It is critical to have a website and an online marketing strategy, both.
  • 12 Elements To A Marketing Website:
    • Newsletter Sign Up – For lead generation (w/ incentive to sign up) – 1st Ascension ‘Rung’
    • Blogs – For search engine visibility (write often, relevant and hit keywords)
    • Articles – Same as Blogs but longer
    • Bonus Items – To incentivize connection and email submission
    • Latest News – Show you’re happening and relevant
    • Testimonials – For Social Proof
    • Contact Information – To give them multiple ways to connect with you and start talking
    • Calls To Action – To direct them clearly toward a desired result
    • Information About Your Business – To remove the mystery and remove fear
    • Partner Links – For ‘link trades’, SEO, traffic and potential networking
    • Answers to Frequently Answered Questions – To handle objections
    • eCommerce Capability / Shopping Cart – For making sales
  • Capturing email addresses allows people to move on from your website (as they usually would and forget about you forever) without you losing a way to connect and build a relationship with them.
  • Ensure the site doesn’t act simply as a ‘digital business card’ of your business; make sure it provides extreme value in one form or another to your prospects. Keep their experience in mind at all times.
  • For blogging and articles, make sure you’re writing in the tone and style your target audience will best respond to. 100-300 words is good enough for a blog post and is often all that will get read. Articles can be longer and stand as ‘pillar content’.
  • Keeping short, relevant and to the point will ensure your content gets consumed and build a lot of credibility with your readers.
  • Make the content actionable; How To’s and Top 10 lists are always popular. It should leave readers with something they can ‘action’ in their real lives. Use this content to demonstrate how you are different from your competitors.
  • If they end up using some of your information, they’ll feel more strongly connected to you.
  • Don’t be afraid to share your secrets… just because someone ‘knows’ some of your ‘secret sauce’ doesn’t mean they’ll do it – and certainly doesn’t mean they wouldn’t just prefer to pay you to do it for them.
  • Allow Comments… and make the first comment your own, making a comment or posing a question to start the conversation and a dialogue.
  • Good ‘Bonuses’ can include special reports, courses, fast-track courses and challenges (7 day etc.) or even physical prizes and giveaways, free trials or free access to a product or service.
  • For News, it’s good to keep people updated on the latest happenings of your business. Use third person language (like a press release) to keep it sounding more like news and less like self-promotion.
  • Some News Ideas:
    • New Partnerships
    • New Contracts
    • New Anniversaries
    • New Milestones
    • New Hires
    • New Projects
    • Completion Of Projects
    • New Locations
    • New Charitable Cause
    • New Events
  • For testimonials, keep asking your clients how they found you, why they came to you and what their experience with you was like. Post them on the site and even include them as news. What were their favourite parts? What stood out to them especially?
  • For Contact Information, it must be clear and easy for prospects to reach out and connect with you or request more information at all times and on all pages.
  • Phone number and email address (top right has been shown to work best) and chat programs can help boost this further.
  • A contact form is also very useful.
  • For Information About Your Business, you can include:
    • When it was founded and where you are located
    • Who the principals / core management team are
    • Who some of your customers are
    • What you do
  • You can also mention and show pictures of:
    • Big events you’ve attended
    • Your office
    • Your products
    • Key executives
    • Recreational activities and events with clients and staff members
  • Treat the website visitor as though they were walking into your office for the first time. What is in your lobby to show them that tells clients who you are? What about your office? Pictures on your desk? Diplomas and Awards on your wall?
  • If your office is built to attract a client, remember they can’t necessarily see your office from their computer or mobile device… so give them the next best thing.
  • For Link Partners, you can get valuable and relevant links from other companies and authorities in your niche by offering to ‘trade links’ in the Partner Links section.
  • Ideally this will be classed as something authoritative and relevant like “People we consult with / for” or something more valuable than simply ‘links’.
  • For Frequently Asked Questions, list the most common and critical objections and answer them ahead of time here.
  • Consider making this part of your email follow up as well, as it makes for critical information in many cases where a prospect is considering you.


    • This allows you to tell your story in multiple ways to multiple types of people
    • Have one main ‘hub’ website and several ‘target market’ websites
    • Potentially have an individual site for each product or service you offer
    • A blog can form a separate entity instead of being part of the main hub

Your Online Marketing Platform: Design, Build, Promote, Monitor & Optimize

  • Design – Your website design should be an extension of your brand and business. Keep it congruent.


  • Build – Keep navigation simple and intuitive. Make sure the technology isn’t too advanced for the majority of your target audience, nor outdated.


  • Promote – Select good keywords, use PPC ads, RSS, Content Marketing and Press Releases.


  • Monitor – Keep an eye on what works, what doesn’t and test. Use Google Analytics and Google Alerts. Monitor mentions of you and monitor your competition.


  • Optimize – Use this data to identify new markets, demands and improvements.

Promoting Yourself Offline

  • With the rise in popularity of online business and marketing, offline marketing strategies have been ignored. Implementing all or even some of these will have you stand out above many, if not most, if not all of your competitors.
  • Print Newsletters – Take whatever content you might use in digital promotion and place it inside a physical newsletter and physically mail it to your clients and prospects.


  • Card Campaigns – Birthday cards from someone unexpected and unrelated (and not obliged) to you means a lot and is very memorable and creates an element of reciprocal appreciation. Thank You notes after meetings and significant events is also very powerful.


  • Public Relations – Press Releases are powerful online, but don’t stop there… submit your press release to local papers, news TV and radio stations…


  • Radio Shows – You can often buy time slots on local radio for less than you might imagine. Buying advertising is one thing, but Hosting your own radio show immediately gives you Celebrity Expert status. Make sure it’s a station your target audience will frequent, and use it as a platform to engage with them and answer questions they may have and impart your wisdom. You can also record and repurpose the show as a podcast, audio clips on your site or CDs to send to VIP mailing lists, for example.


  • Seminars & Events – Attend one as a speaker or host your own. Trade shows and seminars are held generally weekly in most major cities. Not everyone will hold your ideal target audience, but some or many will. If you have interesting content to speak on, there will be a demand for you. You can even hold your own events, inviting even only a few of ‘the right’ people, 20-30 would do it. With you as the host and speaker, your frame is immediately set high, as you are ‘the teacher’ and the audience members become ‘students’ while also seeing how many of their peers are listening to you as the expert too. More social proof. Once again, record this content and repurpose it. Even sponsoring a local lunch and speaking there will do the trick!


  • Drip-Fed Mailing Campaign – Send something to your prospects each month, changing it up month to month and ensuring each month has only one clear and specific action you are asking them to take. For example…
    • Month 1 – Introductory Letter – Intro to you and your company, invite them to contact you to learn more, invite them possibly to a free event or seminar/webinar or receive a free gift on your website.
    • Month 2 – Special Report – Mail out a printed copy of a special report containing key valuable information to your prospect. Educate enough to entice. Call to action should be to contact you.
    • Month 3 – Customized Postcard – Promote a specific product, service or offer. Campaigns like this are quick, inexpensive and really get you noticed, plus they don’t have to be ‘opened’ to be read.
    • Month 4 – Product/Service Brochure – A deeper introduction to your products and services, explaining them in detail. Use success stories from past clients as well as a special offer to try out. Include testimonials where any space is left over.
    • Month 5 – Magazine Story / Personal Interest Article – Explains who you are, what you do and how you are different from all the rest. There are many angles, but talking about how you are somehow ‘shaking up and revolutionizing your industry’ is always eye-catching. It would be good also, to include some form of transformative story as you would imagine seeing in a magazine.
    • Month 6  Audio CD – Something prospects can listen to in their cars or in the office, has quite a high perceived value and allows you the opportunity to ‘teach’ on a specific topic while including elements similar to the ‘magazine story’. You can subtly sell your product or service here too of course.


  • Write A Book – A book delivers instant Celebrity Expert Authority Status, just as being a radio host or guest speaker does… perhaps even moreso. It allows you to spend much more time, hours at a time, inside the prospects head, ‘teaching’ them and further ingraining you as their perceived expert.
  • Book Writing Tips:
    • 200 pages is a good length (even in a reader-friendly text size)
    • Around 30,000 – 35,000 words.
    • You can hire a ghost writer and guide them.
    • You can ask other ‘gurus’ in your industry to submit a chapter.
    • You can ask clients to submit their case study.
    • You can request user-generating content and create a compilation.
    • You can also compile your own content.


  • Remember, many of your competitors are either too cheap, or too lazy to take things ‘offline’ so just a few of these strategies can make you really stand out.

Rollout: Expanding Your Celebrity Brand Business

  • Capitalize And Rollout Your Celebrity Brand – This part of the strategy is where we scale up and expand your Celebrity Brand Status to reap the greater rewards.
  • At this point, you will want to have accomplished the following:
    • Built a good name for yourself on the local level
    • Established a way to attract and convert prospects
    • Written a book or at least several special reports
    • Spoken at local groups, events or hosted your own seminar
    • Any other method of marketing that is successful and profitable
  • Once accomplished, what you have here, is a process… a complete process to market and sell your products and services… a high-value intellectual property you can sell to other people in the same business, service or profession as you.


  • You can now create marketing material for this business process, lay down the system and turn this Intellectual Property into a business system you can sell at a substantial fee, along with your personal training and/or coaching.
  • In essence, you are creating a franchise, or potentially a white label of your business worth literally millions of dollars.


  • You can offer an ‘area-exclusive’ license for a significant recurring fee. This isn’t mandatory, but can certainly increase the value of what you have to offer.


  • An alternative view, is taking the role of ‘Coaching The Gurus’… act as a consultant for your peers and even your competitors! This raises your own value and opens lots of doors.

EXAMPLE: Celebrity Branding & The Ladder Of Ascension In Action


  • Niche Selection – You are a broker in the real estate niche.


  • Creating Brand – You establish yourself as an expert in real estate investing by sponsoring free local lunches for real estate investors on a regular basis. This is the first run of your Ascension Ladder. You host future lunches at a small or no fee to keep attendance high because you’re looking to build relationships at this point – not rush to a sale.


  • Building Brand – You offer investors the opportunity to move to the next ‘rung’ of the ascension ladder by joining an ‘Inside Track’ investment group for alerts on potential good investments in the area. This will cost $39.95 per month or more (depending on how much time and effort is required to fulfill).
    • The Next Rung – For those in the ‘Inside Track’ club, you offer higher priced levels of more immersive, detailed, in-depth or advanced training or coaching. You could also offer the opportunity to have investors select YOU as their ‘Buyer’s Broker’. That means you get exclusivity on any real estate purchases they make; in exchange for the coaching and training, you provide. This also provides you with no more need to prospect, since you build a list of active investors who are bound exclusively to you and are always interested in purchasing properties you find.
    • The Upper Rung – For those who want the ‘VIP’ treatment, you can charge higher monthly fees of $250 – $500/mo or more to get ‘first look’ at any properties you find. You may combine this with the brokering commissions you get or offset the fee as a further incentive to members.
  • Developing Celebrity Expert Status – You build your website and attend charity functions offline to increase your profile. You write articles, do press releases and hire a ghostwriter to create your book.
  • Rollout & Expansion Of Your Celebrity Brand – You package your methods and system and begin selling it as a business system to other real estate professionals in other areas. You know what direct mail pieces work best to get people to your events, and you know the types of guests who make good speakers at events. You know which topics are of most interest to your target audience. You have the appropriate contracts and documents created. You have marketing materials you know work effectively. You sell an Area Exclusivity License for $15,000 – $40,000 and a $497-$997 per month continuity fee. You have 400 areas to sell in, selling out nets you ~$8,000,000 for the setup and a further ~$200,000/mo recurring ($2,400,000/yr). Plus the lower ‘rung’ revenue streams.

Selling Your Business And Creating “Legacy Dollars”


  • What this sole concept so far demonstrates and revolves around; is if you have a successful business and can lay out repeatable processes, you can brand yourself as a Celebrity and charge a healthy sum to teach others to do the same.


  • There is a further and final step you can take to fully profit on your Celebrity status.


  • Formulate Your Exit Strategy – At some point, you may wish to sell the Celebrity Brand you’ve created in order to monetize the value of the business, or simply free up more time, or use the funds to launch a new business. Possibly a mixture of all three.


    • There Are Several Options:
      • Sell the income generated from your Celebrity Brand to an investor or one of the ‘licensees’ who already knows the business inside out…
      • Combine a certain area of licensees and sell just that portion to an investor or licensee…
      • Combine all licensees into one large company and sell to an institutional buyer (licensees can monetize too)…
      • Combine all licensees into one large company but also add their companies to the sale, to make an even larger sale…
      • Combine all licensees and the companies into a single company and take the company public through an IPO…

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