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The Art Of Attracting Business

Joe Calloway


Magnetic- The art of attracting business
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Book Details
 126 p
 File Size 
 907 KB
 File Type
 PDF format
 978-1-119-14742-8 (ePDF)
 978-1-119-14743-5 (ePub)
 2015 by Joe Calloway

This is what magnetic looks like. This is the art of attracting business.
I took this photo from my car one wet, dreary morning outside the Pancake Pantry in
Nashville, Tennessee. This photo perfectly captures the core message of this book
and what it means to your business: To be so good at what you do that your
customers tell others, creating a steady stream of new customers.
The ideal caption for this photo would be a statement from W. Edwards Deming, who
many people believe was the greatest business thinker of our time:
“Profit in business comes from repeat customers, customers that boast about
your product or service, and that bring friends with them.”
For a business…any business…your business…that's the gold standard. Magnetic
means that the customers come to you. Customers are drawn to you.

The Art of Attracting Business
So, how do you make it happen? The quick answer is that you become incredibly
good at what you do. So good that people talk about it. For the Pancake Pantry it's a
combination of a great location combined with really good pancakes served by really
good people at a fair price. That's it. It's simple, but don't kid yourself that it's easy.
It's not. There's no one-size-fits-all template that this or any other book can slap on
top of your business to make it successful.
On the one hand, what it takes to make a business magnetic is so simple that it'll
make you slap your forehead and think “I knew that!” On the other hand, there are a
thousand ways to do it and you have to figure out which ways match up with who you
are as a business, your culture, your business model, your strengths, your
weaknesses, your competitive advantages and disadvantages, your personality and
the personalities of those you work with, your values, your vision, your mission—it's
all part of the mix that is distinctly you as a business leader, your colleagues or
employees as a team, and all of it together as a business.
Every business is different. We're different in every way imaginable.
Every business is the same. We all want and need customers.

Ideas That Work across the Board
We're going to take a look at magnetic businesses, people, and organizations of all
kinds, and see what is truly effective for them in attracting new customers. One of the
things I love most about these ideas is that they can help attract business to a huge
corporation, a mom and pop business, a law practice, a dance studio, a baseball
team, a retail store, a nonprofit organization, a franchise, a consultant, a hospital, or
any other kind of business endeavor. These ideas work across the board, and they
can work for you.
You're going to discover how people and businesses that are magnetic are making it
happen on a consistent basis. You will have light bulbs exploding in your mind as you
spot the ideas that feel like a perfect fit for you. It's all good stuff, believe me, but
there will be particular ideas and strategies throughout the book that will have you
thinking, “That would definitely work for me,” “I can easily adapt that idea to what I
do,” and “I can do that beginning right now.”
I have helped nonprofit organizations adapt ideas from manufacturing companies to
help them attract more donors. I have worked with banks to adapt strategies from
successful hospitals to help them attract more customers. Your best idea is over
there. I'm going to show you some of them. Then you take over the creative part and
adapt it to what you do to help you to become magnetic.

What's Not in the Book
This book focuses on one thing above all others: creating the experiences that spark
the positive word of mouth that will drive new business to you. It is about the
attitudes, strategies, and tactics that make that happen.
This book is about what customers say about you. It's not about what you say about
you. That's another book and, in fact, there are countless books about marketing,
advertising, websites, and what you should say on social media. That's all part of the
mix, and posting, tweeting, and linking online with customers is fine, but it's not the
focus of this book.
This book is about what matters most—the stories that your customers tell about
you, not the stories that you tell about yourself. Your priority should be the
experiences you create that cause your customers to, as Deming said, “boast about
your product or services.”
It's not just important. It's the most important factor in your business success. This is
about what the marketplace tells us is happening.
Here's a sprinkling of the data (more follows in later chapters):
1. 85 percent of fans of brands on Facebook recommend brands to others. (Syncapse)
2. 43 percent of consumers are more likely to buy a new product when learning
about it through word of mouth on social media. (Nielsen)
3. 77 percent of consumers are more likely to buy a new product when learning
about it through word of mouth from friends or family. (Nielsen)
4. 81 percent of U.S. online consumers' purchase decisions are influenced by their
friends' social media posts. (Market Force)

 It IS Your Marketing
Becoming magnetic is a way of thinking about your business so that the work you do,
the products you make, and the service you deliver to your customers are no longer
separate from your marketing. They are your marketing.
Please take special note of the statistic above: 81 percent of U.S. online consumers'
purchase decisions are influenced by their friends' social media posts. Not what the
business says on social media, but what customers say about the business on social
media. That's the point that so many people in business miss. They spend too much
time and thought on what they post on social media, and not nearly enough on
improving performance that will positively affect what their customers post about
them on social media.
We'll take a lot of different approaches and look at a lot of different perspectives on
what it takes to become magnetic. We'll look at companies, businesses, people, and
organizations that are seemingly completely unlike you or your business. But they will
offer lessons in being magnetic that you can adapt and use immediately to attract business.

Where We're Going
At the end of each of the following chapters, you will find questions meant to provoke
thought and action about the ideas in the book. The questions are designed to be
useful if you simply ask them just of yourself, but you'll see that they use the pronoun
“we” to encourage discussions with your team.
Remember where we're going with all of this. We're going to look at what magnetic
companies do, which you can do, to attract business. Remember that the key is what
your customers say about you to others. You will create the experiences for them that
will drive positive word of mouth, 
which is the most powerful magnet for business ever known.
Let's go.

Table of Contents
Title Page
Chapter 1: Why Magnetic Matters
The Art of Attracting Business
Ideas That Work across the Board
What's Not in the Book
It IS Your Marketing
Where We're Going
Chapter 2: The Power of Word of Mouth
The Greatest Marketing Program of All Time
What Mama's Means to You
Whom Do You Ask?
Deciding to Buy (or Not to Buy)
Zero Moment of Truth
The Most Significant Shift
Rethinking Your Strategy
Chapter 3: The Hard Work of Making It Simple
Get Your Thinking Clean Enough
Chapter 4: The Three Things You Want Them to Say
“You Should Try This Website Designer, Doctor, Book, Accountant, and
Everyone Gets It
What Do We Want Our Customers to Say about Us?
Make An Emotional Connection
Don't Overthink It
Your Three “What We Want Them to Say” Statements
Chapter 5: The Three Things You Must Get Right
A Simple, Powerful Formula to Attract Business
Solid Gold Strategy
The Grand Guarantee
Do it Your Way
Chapter 6: The Best Idea Ever
Make Sure the Other Guy Wins
An Elegant Equation to Explain Everything
Look at the Options
I Hate to Lose
I've Developed Reverse Paranoia
“We Make People Lose”
It's Like a Cultural Miracle Drug
Standing out Like a Sore Thumb
Constructive Disagreements
The Ultimate Guideline
Chapter 7: Better Beats Different
Don't Strive to Be Different. Be Better. (Now That's Different.)
Not the Most Unusual Pickup Truck
The Connection between “Better” and “Distinctive”
Being Better Means Innovation
Chapter 8: From Magnetic to Irrelevant
The Greatest Threat
Wild for CB Radios
Dogs are Loyal. Customers Aren't.
Think Again
Chapter 9: Never Stop Improving
You Could Just Do This, and You'd Succeed
Lip Service
A Daily Ritual
Without a Process It's Just a Slogan
You Have to Get Specific
If It's Worth Doing, It's Worth Doing Wrong
All Sorts of Things Occur
It Can Always Be Better
Chapter 10: The Magnetic Mind-Set
Common Threads
Chapter 11: The St. Paul Saints: It's All Word of Mouth
Not Your Usual Case Study
Fiercely Loyal Customers Year in and Year Out
The Most Spectacular Experience You Can Have
“A Whole New Ballgame”
Chapter 12: A Magnet Needs a Market
It Seemed Like Such a Good Idea at the Time
Who's Going to Pay You for It?
Spreadsheets Don't Buy Anything. (Friends Usually Don't, Either.)
A Great Idea in the Wrong Market
Just Follow Your Passion. If…
“I'll Put It on the Internet.”
The Most Crowded Market in the Universe
Chapter 13: Lessons from a Startup Magnet
Looking at Your Business with New Eyes
David and Goliath
Lessons for All of Us
What If I Were Starting Over?
Chapter 14: Who Moved My Market?
Whom Would You Call?
The Opportunity of a Burning Platform
We Print Checks. Now What?
Who Moved My Market?
We Live in Interesting Times
Chapter 15: You're Fired!
The Common (and Fatal) Mistakes That Businesses Make
Joe Calloway Fired a Phone Company
Mark Sanborn Fired a Restaurant
Larry Winget Fired the Garage Door Company, the Air Conditioning Company,
and His Doctor
Randy Pennington Fired the Lawn Service
Scott McKain Fired The Oncologist
It Wasn't the Lack of a “Wow” Factor
Famous Last Words
Chapter 16: Magnetic Connections
Go Retro
Get Face-to-Face
Practice Retail Politics
The Lost Art of the Handwritten Note
Chapter 17: Losing Your Magnetic Mojo
Can a Magnet Lose Its Strength?
Rave Reviews. Amazing French Food
It's Not As Good As It Used to Be
That's Just Table Stakes
The Big Lie
Good to Great to Gone
Chapter 18: The Amazing, Simple, Overlooked Advantage
Stories about How Amazingly Responsive You Are
Brian Will Get Back to You Immediately
A New Standard of Performance
I Loved Them
Until I Didn't
Too Little, Too Late
Real-Time Response
Sorry, That Won't Work for Me
Chapter 19: Tomorrow's Magnetic Business
The Pace of Change Will Increase
Your Customers Just Changed
If You Make Customers or Potential Customers Wait, You Lose
Your Customers Are Superconnected
Every Person in Your Organization Must Have a Customer Focus
You Have to Change from Talking to the Market to Talking with the Market
Sell Me Stuff I Want
Don't Appeal to a Demographic. Appeal to Me.
Having the Right Technology Is Great. Having the Right People Is Better.
“Simple and Easy” Is the New Added Value
Use Video
Win on the Basics
End User License Agreement

Magnetic- The art of attracting business
Cover image: © / mightyisland
Cover design: Michael J. Freeland

Published simultaneously in Canada

For more information about Wiley products, visit

Reach New Levels of Career Success Using the Power of Your Subconscious Mind

Joseph Murphy, Ph.D., D.D.

Compiled and edited by Arthur R. Pell, Ph.D .

I. Success in business Psychological aspects. 2. Success. 3. Attitude (Psychology).

Putting the Power of Your Subconscious Mind to Work- Reach New Levels of Career Success Using the Power of Your Subconscious Mind
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Book Details
 252 p
 File Size 
 25,101 KB
 File Type
 PDF format
 2009 by Jean L. Murphy Trust

About the Author
Joseph Murphy, born on May 20, 1 898, in a small town in the
County of Cork, Ireland, was enrolled in the National School,
where he excelled. Encouraged to study for the priesthood, he was
accepted as a Jesuit seminarian.
However, by the time he reached his late teen years, he began to
question the Catholic orthodoxy of the Jesuits and he withdrew
from the seminary. As his goal was to explore new ideas and gain
new experiences, a goal he could not pursue in Catholic-dominated
• Ireland, he left his family to go to America.
He arrived at the Ellis Island Immigration Center with only five
dollars in his pocket. His first project was to find a place to live. He
was fortunate to locate a rooming house where he shared a room
with a pharmacist who worked in a local drugstore.
His knowledge of English was minimal as Gaelic was spoken
both in his home and at school, so like most Irish immigrants,
Murphy worked as a day laborer, earning enough to keep fed and housed.

He and his roommate became good friends, and when a job
opened up at the drugstore where his friend worked, he was hired
to be an assistant to the pharmacist. He immediately enrolled in a
school to study pharmacy, and qualified as a full-fledged pharmacist.
He eventually purchased the drugstore and for the next few
years ran a successful business.

When the United States entered World War II, Murphy enlisted
in the U.S. Army and was assigned to work as a pharmacist in a
medical unit. While in the Army, he renewed his interest in religion
and began to read extensively about various religious beliefs. After
his discharge, he chose not to return to his career in pharmacy. He
traveled extensively and took courses at several universities both in
the United States and abroad.
From his studies, he became enraptured by the various Asian
religions and went to India to learn about them in depth. He extended
his studies to the great philosophers from ancient times
until the present.

The one person who most influence􀅰 Murphy was Dr. Thomas
Troward, who was a judge as well as a philosopher, doctor, and
professor. Judge Troward became Joseph's mentor. From him he
not only learned philosophy, theology, and law but also was introduced
to mysticism and particularly to the Masonic .order. Murphy
became an active member of this order and over the years rose in
the Masonic ranks to the 32nd degree in the Scottish Rite. .
Upon his return to the United States, he chose to become a minister.
As his concept of Christianity was not traditional and indeed
ran counter to most of the Christian denominations, he founded
his own church in Los Angeles. He attracted a small number of ,
congregants, but it did not take long for his message of optimism
and hope to attract many men and women to his church .
Dr. Murphy was a proponent of the New Thought movement, •
which advocated combining a metaphysical, spiritual, and prag-
matic approach to the way we think and live, to uncover the secret
of attaining what we truly desire. We can do all these things
only as we have found the law and worked out the understanding
of the law, which God seemed to have written in riddles in the past.

Over the years other churches joined with Dr. Murphy in developing
an organization called the Divine Science Federation, which
acts as an umbrella for all Divine Science Churches.
Murphy's local Church of Divine Scienc.e grew so large that he
had to rent the Wilshire Ebell Theater, a former movie house. His
services were so well attended that even this venue could not always
accommodate all who wished to attend. To reach the vast
numbers of people who wanted to hear his message, Dr. Murphy
created a weekly radio talk show, which eventually reached an audience
of more than a million listeners.
He taped his lectures and radio programs, and the initial success
that he saw in marketing the cassettes started a new venture to
increase his outreach. The tapes featured lectures explaining biblical
texts and provided meditations and prayers for his listeners. He
also started to publish pamphlets and small books of his inspirational material.

As a result of his books, tapes, and radio broadcasts, Dr. Murphy's
reputation grew exponentially and he was invited to lecture
throughout the United States, Europe, and Asia. In addition to religious
matters, he spoke on the historical values of life, on the art of
wholesome living, and on the teachings of great philosophers from
both the Western and Asian cultures. In all his lectures, he emphasized
the importance of understanding the power of the subconscious
mind and the life-principles based on belief in the one God,
the "I AM."
He wrote more than thirty books. His most famous book, The
Power of the Unconscious Mind, first published in 1 963, became
an immediate bestseller. Millions of copies have been sold and
continue to be sold all over the world in a wide variety of languages
Dr. Murphy died in December 1 9 8 1 . His wife, Dr. Jean Murphy,
continued his ministry until her death.
About the Editor
This ,book was compiled and edited by Dr. Arthur R. Pell, author
of more than fifty books and hundreds of articles on management,
human relations, and self-improvement. In addition to his own
writings, Dr. Pell has edited and updated ma'ny of the classics on
human potential, including Dale Cart;legie's How to Win Friends
and Influence People, Napoleon Hill's Think and Grow Rich, Joseph
Murphy's The Power of ¥our Subconscious Mind, James Allen's As
a Man Thinketh, Yoritomo-Tashi's Common Sense, and works by
Orison Swett Marden, Julia Seton, and Wallace D. Wattles.

Whatever your conscious mind assumes and believes to be true,
your subconscious mind wiLL accept and bring to pdss. Believe in
good fortune, divine guidance, right action, and aLL the blessings of
life. You are the captain of your soul (subconscious mind) and the
master of your fate. Remember, you have the capacity to'choose.
Choose life! Choose love! Choose health! Choose happiness!

Are you unhappy in your career? Is your advancement stymied by
ostensible lack of opportunity? Do you want to succeed in achiev-
ing your goals? You need not be restricted by a dogmatic boss or
bureaucratic red tape, or depend on luck or fortuity. You have the
power within you to take charge of your career.
All that we achieve as well as all that we fail to achieve is the direct
result of our owp thoughts. Our weaknesses and strengths, purity and
impurity, are ours alone. They can only be altered by US; never by another.
All our happiness and suffering are evolved from within. As we
think, so we are; as we continue to think, so we remain.

Of course, there are some things you cannot change: the movement
of planets, the change in seasons, the pull of the oceans and
tides, and the apparent rising and setting of the sun. But you can
change yourself. You can be transformed by the renewing of your
mind. This is the key to improving your career. Your mind is a recording
machine, and all the beliefs, impressions, opinions, and
ideas accepted by you consciously are impressed in your deeper,
subconscious mind. By learning how to channel your subconscious
mind, you can gain control over your career.
Yes, you have the power to change what is in your subconscious
mind. It starts by taking overt steps to absorb noble patterns
of thoughts. Think thoughts of beauty, love, peace, wisdom, and
creative ideas. Your subconscious mind will respond accordingly,
transforming your mentality, your body, and the circumstances
surrounding your life.

This is especially true when applied to advancing your career.
Too many people hinder their career growth by fear fear of displeasing
a boss, fear of rivals in their move up the career ladder,
fear of bureaucratic impasses. Yes, any or all of these fears can affect
your career, but only if you let them.
If you are confident in your own abilities and work effectively
in achieving company goals, you will engage the power of your
subconscious mind to overcome all obstacles.

When a large law firm hired Jules H., a bright young attorney,
he noticed that there were a dozen young attorneys competing
with him for advancement. They were all highly competent and
equally ambitious. He noted that most of these associates were
constantly complaining about the long hours doing routine detail
work instead of the more interesting they all desired . •
Jules, although equally frustrated, called on the power of his sub-
conscious mind and told himself: "Sure, this work is boring and
brain-numbing, but it's the dues I have to pay if I want to get
ahead. I will do this work, not just with my brain, but with my
heart. I'll deal with it j ust as I tackled my most challenging assignments
in law school." It didn't take long for his bosses to recognize
his superiority and to begin assigning him more important cases
and move him ahead of his rivals.

Psychologists and psychiatrists point out that when thoughts
are conveyed to your subconscious mind, impressions are made in •
the brain cells. As soon as your subconscious accepts any idea, it
proceeds to put it into effect immediately. It works by association
of ideas and uses every bit of knowledge that you have gathered in
your lifetime to bring about its purpose. It draws on the infinite
power, energy, and wisdom within you. It lines up all the laws of
nature to get its way. Sometimes it seems to bring about an immediate
solution to your difficulties, but at other times it may take
days, weeks, or longer.

Your subconscious mind is like the soil, which accepts any kind
I of idea good or bad. Your thoughts are active and might be likened
to seeds. Negative, destructive thoughts continue to work
negatively in your subconscious mind and in due time will evolve
into actions that correspond with them. Remember, your subconscious
mind does not engage in proving whether your thoughts 􀔘re
good or bad, true or false. But it responds according to the nature
of your thoughts or suggestions.

, For example, if you consciously assume something to be true,
even though it may be false, your subconscious mind will accept it
as true and proceed to bring about results that must necessarily
follow if it were true. Your subconscious mind cannot argue controversially.
Hence, if you give it wrong suggestions, it will accept
them as true and will pt;oceed to bring them to pass as conditions,
experience, and events. Your subconscious mind is often referred
to as your subjective mind. Your subjective mind takes cognizance
of its environment by means independent of the five senses.
Your subjective mind perceives by intuition. It is the seat of
your emotion and the storehouse of memory. Your subjective mind
performs its highest functions when the objective mind is suspended
or in a sleepy, drowsy state. Your subjective mind sees
without the use of the natural organs of vision. It has the capacity
of clairvoyance and clairaudience.

When your conscious and subconscious minds function harmoniously
and peacefully, the result is harmony, health, peace, joy,
and happiness. All the evil, pain, suffering, misery, war, crime, and
sickness in the world are due to the inharmonious relationship of
the conscious and subconscious mind. Remember, your subconscious
is impersonal and nonselective'.
The habitual thinking of your conscious mind establishes deep
grooves in your subconscious mind. This is very favorable for you
and your career if your habitual thoughts are' harmonious, peaceful,
and constructive.

On the other hand, if you have indulged in fear, wOIiry, and
other destructive forms of thinking, the remedy is to recognize the
omnipotence of your subconscious mind and decree freedom, happiness,
perfect health, and prosperity. Your subconscious mind,
being creative and one with your divine source, will proceed to create
the freedom and happiness that you have earnestly decreed.
Chance or accident are not responsible for the path your career
takes; nor is predestined fate the author of your fortune or misfortune.
Your subconscious mind is not concerned with the truth or
falsity of what you consciously feel or believe to be true. Select
only that which is true, lovely, noble, and Godlike; and your subconscious
will react accordingly.

Although philosophers, theo, logians, and thinkers throughout
the ages knew this, each generation must be reminded of this and
make it work for its members.

Dr. Joseph Murphy, in his bestselling book, The Power of Your
Subconscious Mind, and his subsequent writings synthesized this
concept. Thousands of men and women came to the sermons and
lectures he presented in dozens of countries, and millions listened
to his radio broadcasts.
Dr. Murphy converts these theories into practical approaches to
life. He provides a no-nonsense program that will teach you how
to stop condemning yourself. You will be shown that you can now
claim what you want to be. You can now possess what you long to
possess. You can now do what you long to do. You can live in that
mental atmosphere. It will gradually sink down by osmosis from
your conscious to your subconscious, gradually becoming a conviction
as you nourish it and sustain it. Then your limitations will
disintegrate and you will rise like the phoenix from the ashes of the
old and become the new person.

You will acquire a new vision, a new image of yourself, a new
awareness. It's your deep-seated beliefs, your emotional espousals,
that govern you and control you. Whatever idea or belief is dominant
in your subconscious mind takes control of your thoughts, your actions
and reactions. If you believe in failure, you cannot succeed. You
could work eighteen hours a day, work very hard; but you still would
fail because that's the dominant idea in your mind. According to your
belief, it will be done unto you. It's a science of the mind.
You will learn how to expect the best, to look forward with
• anticipation to a most glorious future, to believe it is possible. With
this new image of yourself, you will experience the joy and thrill of
the fulfillment of your dream. You will learn how to apply these
principles to develop 'and advance in your job and your career.
Although the contents of this book is drawn primarily from Dr.
Murphy's works, it has been augmented with additional information
and examples to illustrate how valuable its message is to the
readers of the twenty-first century.

As Dr. Murphy was a minister, many of his suggestions are
based on his strong belief in God. However, whether you are religious,
agnostic, or an atheist, you can experience this Infinite Intelligence
functioning for you. You need no creed. If you will call
upon It, It will answer you. It's impersonal, no respecter of persons.
To religious people, this Infinite Intelligence is God. To others it
may be considered to be something deep within oneself. You can
call it Superhuman Intelligence, if you want to, or the subliminal
mind. •
-If you have a problem mental, physical, or emotional . that is
holding you back at work, ask yourself: What am I turning away
from? What is it I don't want to face? Am I hiding my resentment
and hostility to someone? Face the problem. Solve it with the
knowledge of your deeper mind, knowing that the Life Principle
always seeks to heal, to restore. The Life Principle is the vital force •
that animates us. It never condemns. It never punishes. It never
judges. It can't. You pass judgment on yourself by your own
thought, the conclusion, verdict, in your own mind. Remember, the
Life Principle cannot punish you. It cannot judge you. You judge
yourself. And you mold and you fashion your own destiny, for as
you think in your heart or subconscious so are you.

Realize, therefore, that thoughts are things; what you feel you
attract; what you imagine you become. Then wonders will begin to
happen in your life if you do that. Because ther.e's only One Power
and that Power is within you. You are the captain on the bridge;
you are giving the orders, and your subconscious mind will take
the impression you give it and bring it to pass, whether It's true or
not, as we said. Therefore, accept only those things that are true.
Our minds are cluttered up with false beliefs, ideas, and opinions;
and are opaque with these eternal truths. Suggestions of fear \
made to a person full of confidence and faith have absolutely no
effect. They reinforce faith and confidence in the principle of success.
They reinforce the concept that the Infinite can't fail, and suggestions
of failure simply result in that person's having greater
confidence in his or her inner powers.

, Innumerable experiments by psychologists and psychiatrists
and others on persons in the hypnotic state have shown that the
subconscious mind is incapable of making selections and comparisons;
which are necessary for a reasoning process.
,You must realize that your conscious mind is your sentry at the
gate. Its chief function is to protect your subconscious mind from
false impressions. You are now aware of one of the basic laws of
mind: Your subconscious mind is amenable to suggestion. As you
know, your subconscious mind does not make comparisons or
contrasts; neither does it reason or think things out for itself. This
latter function belongs to your conscious mind. It simply reacts to
the impressions given to it by your conscious mind. It does not
show a preference for one course of action over another.
Remember that a suggestion cannot impose something on the
subconscious mind against the will of the conscious mind. Your
conscious mind has the power to reject any false or negative sug-gestlon. ,

You must make certain to give your subconscious mind only
suggestions that heal, bless, elevate, and inspire you in all your
ways. Remember that your subconscious mind takes you at your
word. It takes you literally. If you keep saying, "I can't get that
promotion, I can't make ends meet," your subconscious will see to
it that you can't.
Another influence on your subconscious is sugges. tions from
another person. The power of suggestion has played a part on human
life and thought in every period of time, in each country of the
earth. In many parts of the world it is the controlling power of r.eligion,
with constant reiteration of such comments as "You are a
sinnet, " "The Devil is going to get you," "When you die you are
going to go to hell," and things of that nature. It frightens the life
opt of people.

From infancy on, the majority of us have been given many
negative suggestions. Constructive suggestions, of course, are wonderful
and magnificent. A negative suggestion, however, is one of
the most destructive of all of the response patterns of the mind,
resulting in war, misery, suffering, racial and religious prejudices,
and disaster. The dictators, despots, and tyrants of the world know
the power of suggestion. Stalin practiced it; Hitler practiced it;
Osama bin Laden practiced it, appealing to the religious and racial
prejudices of people; then when they were highly emotionally
aroused, planting more negative suggestions, repeating certain
things over and over again to millions of these people.
You are exposed to negative suggestions in all aspects of your
life. Here are some frequently heard ones that relate to your job
and career: "You'can't," "You'll never amount to anything," "You
, mustn't " "You'll fail " "You haven't got a chance " "You're all " ,
wrong," "It's no use," "It's not what you know but who you know,"
"What's the use ? " "Nobody cares," "It's no use trying so hard,"
"You're too old now," "Things are getting worse and worse," "Life
is an endless grind," "You j ust can't win," " Pretty soon you'll be
fired," "You can't trust a soul."
These are commands to your' subconscious minq, which will
cause your life to be a living hell. You'll be frustrated, neurotic, inhibited.
You'll haunt the psychiatrist's office, because you are giving
these destructive suggestions to yourself.
You can reject all these negative suggestions by feeding your
subconscious mind with prayer, or reading an inspirational meditation
before you go to sleep. This will counteract all these destructive ideas. .

You don't have to be influenced by destructive negative suggestions.
If you look back, you can easily recall how parents, friends,
relatives, teachers, bosses, and clergy contributed in a campaign of
these destructive suggestions. The purpose of much of it was to
control you or instill fear into you. You will find that many of these
suggestions are for the purpose of making you think, feel, and act
as others want you to, and to take the road that is to their own advantage.

You are not another person's puppet. You must choose your
own road, the 􀔙oad that leads to wholeness, the path of freedom.
That path is within you. Whatever you decide to be true in your
conscious mind you will experience with your subconscious mind.
Therefore, believe that God, or Infinite Intelligence, is guiding you.
Right action reigns supreme. Divine law and order governs you .
Divine peace fills your soul. Begin to believe in all these things. You
don't create these things, but you activate them; make them potent
in your life.
Do your own thinking. You have the power to control your
own emotions. In your job and career, it is you, not your bosses or
coworkers, who must have control over your destiny.
Be inspired from on high. As you accept these truths with your
conscious mind, your subconscious will bring all these things to
pass, and you will discover that you are not being held back in
, reaching your goals, that you are moving in the direction you have
chosen in your career and in your life.
We must believe we can improve our lives. A belief whether it
is true, false, or merely indifferent sustained over a period of time
becomes assimilated and is incorporated into our mentality. Unless
countermanded by belief of an opposite nature, sooner or later it
takes form and is expressed or experienced as the fact, form, condition,
circumstance, and events of life. We have the power within
us to change negative beliefs to positive ones and thereby change
our lives for the better.
, -Arthur R. Pell, Ph.D.

Table of Contents
Introduction: •
Understanding the Power of Your Subconscious Mind  vii

Part One
Maximizing the Personal Attributes
That Lead to a Successful Career   1
1. Establishing and Achieving Your Goals   3
2. Developing Self-Confidence and Self-Worth  15
3. Becoming a More Positive Thinker  27
4. Mastering the Law of Attrac,tion 39
5. Becoming a More Enthusiastic Person  51
6. Developing Resilience and Adaptability 59
7. Overcoming Worry and Stress  71
8. Conquering Fear  82
9. Enhancing Your Creative Powers  93 
10. Breaking Bad Habits  106

Part Two
Obtaining Cooperation and Support of Others   119
1 1 . Becoming a Leader  121
12. Creating a Dynamic Team 135
13. Expressing Sincere Appreciation  148
14. Communicating More Effectively  160
15. Dealing with Difficult People 173
16. Managing Your Time 187
17. Selling Your Ideas 198
18. Advancing Your Career 211
Index  223

Putting the Power of Your Subconscious Mind to Work- Reach New Levels of Career Success Using the Power of Your Subconscious Mind
Published by the Penguin Group
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Cover design by Ben Gibson
First edition: February 2009

Warren Buffett's 26 Secrets to Success in the Business of Life

Andy and Amy Heyward

1. Finance—Juvenile literature. 2. Finance, Personal—Juvenile literature. 3. Success in business—Juvenile literature. 4. Success—Juvenile literature. 5. Buffett, Warren—Juvenile literature

Secret Millionaires Club-  Warren Buffett's 26 Secrets to Success in the Business of Life
Just with Paypal

Book Details
 102 p
 File Size 
 8,166 KB
 File Type
 PDF format
 978-1-118-49461-5 (ePub)
 978-1-118-49447-9 (epdf)
 2013 by A Squared Entertainment, Inc

About A Squared Entertainment
A Squared Entertainment is an entertainment company dedicated to producing
“content with a purpose” for kids. In today’s digital age, entertainment for kids is
no longer a passive activity. Kids interact with media and A2 creates purposeful
content that is as entertaining as it is enriching and engaging. In partnership with
one of the greatest, and wisest, “value investors” of all time, A2 created Secret
Millionaires Club to help kids better understand the world around them. The
goal was not to teach kids to read a balance sheet, but rather explain how
business functions, with situations they can relate to. And, impart some valuable
life lessons along the way that will serve them a lifetime.
We are eternally grateful to Mr. Buffett, who was instrumental in creating the
original “curriculum” that served as the foundation for the TV series and this
book, a collection of valuable and easy-to-understand life lessons to help guide
kids to develop healthy habits from a young age. Lessons like: “The best
investment is an investment you make in yourself.”
“The more you learn, the more you’ll earn.”
“It takes a lifetime to build your reputation, and five minutes to ruin it.”
“Find something you like to do, and you’ll never work a day in your life.”
“Risk comes from not knowing what you’re doing.”
It’s never too early to develop good habits that will last a lifetime, and we hope
that Secret Millionaires Club will help kids discover that they already have the
power to live the life that they dream of.

The Secret’s Out ...!
Hi kids! My name is WARREN BUFFETT, a local investor around these parts.
I want to tell you about a very a special club where four 14-year-olds and a
robot help other kids—and adults—answer questions and solve problems about
money and business, as well as offering some really good advice that will serve
you for a lifetime!

The club is extra special, not only because we help solve money problems for
people all over the world, but also because it’s a secret.
And that’s why we call it Secret Millionaires Club!
Besides me, the club members are: RADLEY HEMMING, an African-
American computer whiz; STARTY, a very cool robot that Radley built; ELENA
RAMIREZ, a warmhearted teenager who dreams of working for the United
Nations; JONES a freewheeling sports-guy who goes everywhere on his
skateboard; and LISA, a Chinese exchange student who wants to be a fashion designer.

The kids might all have different dreams, but everyone in Secret Millionaires
Club has one thing in common: an interest in learning about business and how it
can teach valuable lessons that they can use as they embark on life’s amazing journey.
Our meetings are held in a cool underground, high-tech conference room
where we maintain our website, connect to the world, and stream the latest social
networks on a giant video screen.

Speaking of video screen, we also have “D.E.B.”, which stands for DEMAND
EDUCATIONAL BASE—an online anthropomorphic encyclopedia that gives us
access to all the knowledge that is out there by way of our laptops, digital
tablets, smartphones, and other devices.
You might be wondering, how did Secret Millionaires Club form and what was
the very first secret the kids learned?
Well, I’m glad you asked. . .

Table of Contents
The Secret’s Out ...!
Secret #1: Don’t Be Afraid to Make Mistakes
Secret #2: Don’t Borrow Money
Secret #3: Love What You Do
Secret #4: Make Time for Both Work and Play
Secret #5: Listen to What Others Can Teach You
Secret #6: Always Think of New Ideas
Secret #7: Always Have a Plan
Secret #8: If You Fail, Try Again
Secret #9: Protect Your Reputation
Secret #10: The Customer Comes First
Secret #11: Open Minds Let In Better Ideas!
Secret #12: Always Promote Yourself
Secret #13: Location Is Very Important
Secret #14: Don’t Be Fooled
Secret #15: Don’t Judge Others
Secret #16: Be Willing to Change Your Ideas
Secret #17: Your Image Is Important
Secret #18: Be Thoughtful of Others
Secret #19: Pay Attention to Details
Secret #20: How to Present Yourself
Secret #21: Your Decisions Affect Your Future
Secret #22: Save for the Future
Secret #23: Be Someone in Demand
Secret #24: Confidence Comes with Understanding
Secret #25: A Lifetime of Learning
Secret #26: Partners Make it Easier
About A Squared Entertainment

Secret Millionaires Club-  Warren Buffett's 26 Secrets to Success in the Business of Life
Cover art: © 2013 A Squared Entertainment LLC
Cover design: Paul McCarthy

Published by John Wiley & Sons, Inc., Hoboken, New Jersey.
Published simultaneously in Canada.

HG173.8.H49 2013


How to Make It and How to Hold on to It

Richard Templar

1. Wealth. 2. Finance, Personal. 3. Money. 4. Success.
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Book Details
 196 p
 File Size 
 1,017 KB
 File Type
 PDF format
 978-0-13-290781-1 (pbk. : alk. paper)
 ©Pearson Education 2012 

Vice President, Publisher: Tim Moore
Associate Publisher and Director of Marketing: Amy Neidlinger
Acquisitions Editor: Megan Graue
Operations Specialist: Jodi Kemper
Senior Marketing Manager: Julie Phifer
Assistant Marketing Manager: Megan Graue
Cover Designer: Alan Clements
Managing Editor: Kristy Hart
Senior Project Editor: Lori Lyons
Proofreader: Apostrophe Editing Services
Senior Compositor: Gloria Schurick
Manufacturing Buyer: Dan Uhrig ©2012 by Pearson Education, Inc.
Publishing as FT Press
Upper Saddle River, New Jersey 07458

There’s an old saying “Money, money, money—it’s all they can think about.”
Unlikely to be true of course, given that hardly anybody thinks about money
itself (unless they happen to be a coin collector). The reason we all pursue and
desire and fiercely protect money is because of what we can do with it.
And no, of course money can’t buy you love or happiness. Although it can buy a
good deal of pleasure—and remove a lot of unhappiness. But it can buy you
plenty of other things. Over the years I’ve identified the ten things which people
most seem to want to spend their money on:
1 Security: A home of your own and enough money in the bank to support
you in the way you want, plus a bit in hand for emergencies, and a big
enough pension to ensure a comfortable retirement.
2 Comfort: A warm and spacious house, a big car, someone to clean or mow
the lawns or do the laundry or mind the kids, and good quality medical care
whenever you want it.
3 Luxuries: Exotic vacationss, fine wines, meals at top-class restaurants,
expensive clothes, the best seats at sports events or opera or whatever you enjoy.
4 Mobility: First-class train seats and plane tickets, trips on cruise ships,
chauffeur-driven cars wherever you are in the world.
5 Status: Prestigious invitations, access to important people and exclusive
clubs, and perhaps even gratifying deference from others.
6 Influence: As a generous donor of substantial sums, you can make sure that
your views and wishes are listened to and taken seriously.
7 Freedom: Not being dependent on employers, bosses, creditors, clients,
customers. Not being a slave to the calendar, diary, or clock. Knowing you
won’t have to be a burden on your children.
8 Leisure: Time to do the things you want, go where you want, meet who you
want, when you want.
9 Popularity: Being able to entertain friends, acquaintances, and contacts
frequently and generously does wonders for your social life.
10 Philanthropy: Being able to make regular and substantial donations gives
you the satisfaction of helping people, supporting organizations, and furthering
causes you believe in.
Seems a reasonable enough list to me. And whether it’s some or all those things
that you’d like more of, you need to know how to go about generating greater
wealth—which means you need to know what it is that separates the wealthy
from the not-so-wealthy. So, what you need to know is what principles, and what
behaviors the rich have, that you don’t (yet). Some of them you will realize that
you know, but don’t do. None of this is actually rocket science; it’s about
understanding and then doing. I’ve studied a lot of wealthy people, and it’s clear
to me that there are some fundamental common principles followed by almost
all. The bulk of the Rules in this book fall into that category. Then there are also
some principles which some rich people swear by, but not all. I’ve included
some of those too for good measure, just in case you too are one of the people
they do the trick for.
Security, comfort, luxuries, mobility, status, influence, freedom, leisure,
popularity, philanthropy—that’s all some people think about. They may not be
everything; they may not even guarantee a happy life, but they’re a pretty good
basis to build happiness on.
I’ve tried to set out in this book the most important Rules that can help you
achieve these ten things. All of them purport to be about accumulating money,
and of course in a sense they are, but at heart they’re about money only as a
means to an end. A means to achieve those ten ends.
Of course I don’t claim that these hundred or so Rules are the only means to
these particular ends. You may encounter others along the way that you find
helpful. If so, please do feel free to share them. You can email me at
Richard Templar

Table of Contents
Part I Thinking Wealthy
1 Anybody Can Be Wealthy—You Just Need to Apply Yourself
2 Decide on Your Definition of Wealth
3 Set Your Objectives
4 Keep It Under Your Hat
5 Most People Are Too Lazy to Be Wealthy
6 Get a Reality Check
7 Understand Your Money Beliefs and Where They Come From
8 Understand That Wealth Is a Consequence, Not a Reward
9 Decide What You Want Money For
10 Understand That Money Begets Money
11 Calculate the Net Return
12 If You See Money as the Solution, You’ll Find It Becomes the Problem
13 You Can Make Lots of Money, You Can Enjoy Your Job, and You Can
Sleep Nights
14 Don’t Make Money by Being Bad
15 Money and Happiness—Understand Their Relationship
16 Know the Difference Between Price and Value
17 Know How the Wealthy Think
18 Don’t Envy What Others Have
19 It’s Harder to Manage Yourself Than It Is to Manage Your Money
Part II Getting Wealthy
20 You’ve Got to Know Where You Are Before You Start
21 You’ve Got to Have a Plan
22 Get Your Finances Under Control
23 Insurance Pays Someone, and Odds Are It’s Not You
24 Only by Looking Wealthy Can You Become Wealthy
25 Speculate to Accumulate (No, This Isn’t Gambling)
26 Decide Your Attitude to Risk
27 Think Through the Alternatives to Taking a Risk
28 If You Don’t Trust Someone, Don’t Do Business With Them
29 It’s Never Too Late to Start Getting Wealthy
30 Start Saving Young (or Teach Your Kids This One If It’s Too Late for You)
31 Understand That Your Financial Needs Change at Different Stages of Your
32 You Have to Work Hard to Get Rich Enough Not to Have to Work Hard
33 Learn the Art of Deal Making
34 Learn the Art of Negotiating
35 Small Economies Won’t Make You Wealthy but They Will Make You
36 Real Wealth Comes from Deals Not Fees
37 Understand That Working for Others Won’t Necessarily Make You Rich—
but It Might
38 Don’t Waste Time Procrastinating—Make Money Decisions Quickly
39 Work as If You Didn’t Need the Money
40 Spend Less Than You Earn
41 Don’t Borrow Money—Unless You Really, Really Have To
42 Consider Consolidating Debts
43 Cultivate a Skill and It’ll Repay You Over and Over Again
44 Pay Off Your Loans and Debts as a Priority
45 Don’t Be Too Busy Earning a Living to Make Some Money
46 Save in Big Chunks—or Should You?
47 Don’t Rent; Buy
48 Understand What Investing Really Means
49 Build a Bit of Capital, Then Invest It Wisely
50 Understand That Property, in the Long Run, Will Not Outpace Shares
51 Master the Art of Selling
52 See Yourself as Others Do
53 Don’t Believe You Can Always Win
54 Don’t Pick Stocks Yourself If You Don’t Know What You’re Doing
55 Understand How the Stock Market Really Works
56 Only Buy Shares (or Anything) You Can Understand
57 Use Your Head
58 By All Means, Use the Investment Professionals (but Don’t Be Used by
59 If You Are Going to Get Financial Advice, Pay for It
60 Don’t Fiddle
61 Think Long Term
62 Have a Set Time of Day to Work on Your Wealth Strategy
63 Pay Attention to Detail
64 Create New Income Streams
65 Learn to Play “What If?”
66 Control Spending Impulses
67 Don’t Answer Ads That Promise Get-Rich-Quick Schemes—It Won’t Be
You Who Gets Rich Quick
68 There Are No Secrets
69 Don’t Just Read This—Do Something
Part III Get Even Wealthier
70 Carry Out a Finance Health Check Regularly
71 Get Some Money Mentors
72 Play Your Hunches
73 Don’t Sit Back
74 Get Someone to Do the Stuff You Can’t
75 Know Yourself—Solo, Duo, or Team Player
76 Look for the Hidden Asset/Opportunity
77 Don’t Try to Get Rich Too Quickly
78 Always Ask What’s In It for Them
79 Make Your Money Work for You
80 Know When to Let Go of Investments
81 Know Your Own Style
82 Know Why You Should Be Able to Read a Balance Sheet—and How
83 Be One Step Ahead of Your Tax Collector
84 Learn How to Make Your Assets Work for You
85 Don’t Ever Believe You’re Only Worth What You Are Being Paid
86 Don’t Follow the Same Route as Everyone Else
Part IV Staying Wealthy
87 Shop for Quality
88 Check the Small Print
89 Don’t Spend It Before You’ve Got It
90 Put Something Aside for Your Old Age—No, More Than That!
91 Put Something Aside for Emergencies/Rainy Days—the Contingency Fund
92 You Paid What for It? How to Shop Around
93 Never Borrow Money from Friends or Family (but You Can Allow Them to
94 Don’t Surrender Equity
95 Know When to Stop
Part V Sharing Your Wealth
96 Use Your Wealth Wisely
97 Never Lend Money to Friends or Family Unless You Are Prepared to Write
It Off
98 Don’t Lend, Take Equities
99 You Really, Really Can’t Take It with You
100 Know When/How to Say No—and Yes
101 Find Ways to Give People Money Without Them Feeling They Are in Your
102 Don’t Over-Protect Your Children from the Valuable Experience of Poverty
103 Know How to Choose Charities/Good Causes
104 Spend Your Own Money Because No One Will Spend It as Wisely as You
105 Take Responsibility Before You Take Advice
106 Once You’ve Got It, Don’t Flaunt It
107 What’s Next? Pacts with the Devil?

The Rules of Money- How to Make It and How to Hold on to It, Expanded Edition
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