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- Six Strategic Principles for Managers -

Mark McNeilly

I. Strategic planning. 2. Sun-tzu, 6th cent. B.C.—Views on management

Sun Tzu and the Art of Business- Six Strategic Principles for Managers
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 1996 by Oxford University Press, Inc 

Sun Tzu's The Art of War has proved to be a classic work on strategy,
applicable to both military and business situations. While it has been
relatively easy to apply the military concepts to wars, both past and
current, it has proved much more difficult to translate Sun Tzu's strategic
concepts into successful business strategies. The purpose of this
book is to crystalize the concepts and ideas put forth in The Art of War
into six strategic principles that can be more easily understood and
applied in the world of business. These principles are then illustrated
by business examples, which explicitly describe how the principles can
have a direct impact on the strategies of real companies around the world.

My interest in writing this book resulted from the combination of
insights I gained working as a business strategist for a major global
corporation, the thoughts I'd compiled from my readings as an amateur
military historian, and my interest in Sun Tzu's strategic philosophy.
These three forces led me to begin work on Sun Tzu and the Art of
Business five years ago.

It should be of comfort to the reader that, in the process of researching
this book, I found more and more evidence of the soundness
of its principles. For example, when I started writing, I began by using
business examples that were still in the process of sorting themselves
out. Many of the companies I followed were involved in situations that
only came to closure as the book neared its final draft. It was very
reassuring that the examples I had chosen of good and bad implementation
of strategy turned out as the principles of Sun Tzu had predicted.

The problems of Kmart, AT&T Global Information Systems, and Philip
Morris as well as the effectiveness of Southwest Airlines, to name a few,
proved that the principles are extremely useful in predicting business
success or failure and implementing strategy. I believe that if you understand
and use the principles of Sun Tzu and the Art of Business appropriately,
you too will see their effectiveness.
Zumbrota, Minnesota. May 1996

Some time around 400 B.C., during a period in China known as the
Age of the Warring States, there arose a general from the state of Ch'i
known as Sun Tzu. His ability to win victories for his warlord gained
him fame and power.

To hand down the wisdom he had gained from his years of battles,
Sun Tzu wrote a book, The Art of War, that became the classic work
on strategy in China. His book, which details a complete philosophy
on how to decisively defeat one's opponent, has given guidance to
military theorists and generals throughout the ages, both in the East and
the West. The Art of War not only contains Sun Tzu's insights but also
provides additional elucidation by military commentators who came
after him, such as Li Ch'iian, Tu Mu, and others. In The Art of War,
military readers found an holistic approach to strategy that was powerful
yet succinctly communicated—it is truly a masterpiece on strategy.1

Uses of The Art of War
In China, the first Emperor Qin Shihuang studied The Art of War.
Adhering to its principles, he united China for the first time around
200 B.C.2 Twenty-one centuries later, Mao Zedong used Sun Tzu's
writings to defeat Chiang Kai-shek and the Nationalists in 1949, again
reuniting China. Sun Tzu also influenced Mao's writings on guerilla
warfare, which in turn provided the strategy for communist insurgencies
from Southeast Asia to Africa to the Americas.

Japan was introduced to Sun Tzu's •writings around 760 A.D. and
her generals quickly absorbed its lessons. The three most well-known
of her samurai—Oda Nobunaga, Toyotomi Hideyoshi, and Tokugawa
leyasu—all mastered The Art of War. This mastery enabled them to
transform Japan from a collection of feudal states into a single nation.
In the West, The Art of War first made its appearance in 1772 in
Europe after being translated into French by a Jesuit missionary. It is
possible that Napoleon read and was influenced by Sun Tzu's work,
given both his interest in all things military and his culture's interest in
Chinese literature.

B. H. Liddell Hart, the British military historian whose theories on
armored warfare led to the development of the German blitzkrieg, was
amazed at the depth of Sun Tzu's military philosophy and instruction.
He was impressed by how closely Sun Tzu's ideas mirrored his own
theories of warfare and thought that, had The Art of War been more
widely read and accepted by World War I generals, much of the terrible
slaughter of trench warfare could have been avoided.

The principles discussed in The Art of War have been used successfully
in countless battles throughout time. Speed was an essential
factor in the victories of Genghis Khan and his Mongolian horde. Shaping
their enemies by the skillful use of alliances allowed the Romans
to expand and maintain their empire. Secrecy and deception were used
in major World War II battles, both by the Japanese in their attack on
Pearl Harbor and by the Allies to mislead the Germans about the exact
location of their invasion of France. The use of intelligence was critical
to American success in the Cuban missile crisis. The Viet Cong lived
by the rule of avoiding strength and attacking weakness, while the Red
Army used this principle to deal Germany's Sixth Army a devastating
defeat at Stalingrad.

Most recently, Sun Tzu's principles were put to the test in Desert
Storm. By controlling the air both to follow Iraqi movements and mask
his own troops' movements, General H. Norman Schwartzkopf fooled
Saddam Hussein as to the location of his attack. Threatening an amphibious
assault in the east, Schwartzkopf did an end-run on the Iraqi
army in the west, thus winning a stunning victory with extremely low
casualties. Deception, speed, and attacking the enemy's weakness—all
part of Sun Tzu's philosophy—added up to amazing success.

The Six Principles and the Plan of This Book
To make the transition from Sun Tzu's The Art of War to Sun Tzu and
the Art of Business, I have extracted what I believe are the most important
and pertinent strategic principles from Sun Tzu and devoted a
chapter to each.12 These principles are:
1. Win All Without Fighting
Capturing Your Market Without Destroying It
2. Avoid Strength, Attack Weakness
Striking Where They Least Expect It
3. Deception and Foreknowledge
Maximizing the Power of Market Information
4. Speed and Preparation
Moving Swiftly To Overcome Your Competitors
5. Shape Your Opponent
Employing Strategy To Master The Competition
6. Character-based Leadership
Providing Effective Leadership In Turbulent Times
Each chapter discusses how these principles apply in the real world
of business, giving examples of companies that have used them effectively.

The final chapter describes how to go about putting the principles
into practice. It provides a systematic way of creating winning strategies
based on the timeless ideas of Sun Tzu. The book is made complete
by the inclusion of the original translation of The Art of War by Samuel
B. Griffith. Throughout, quotations are referenced in parentheses to
that translation.

Table of Contents
Introduction 3
1. Win All Without Fighting:
Capturing Your Market Without Destroying It g
2. Avoid Strength, Attack Weakness:
Striking Where They Least Expect It 23
3. Deception and Foreknowledge;
Maximizing the Power of Market Information 40
4. Speed and Preparation:
Moving Swiftly To Overcome Your Competitors 59
5. Shape Your Opponent:
Employing Strategy To Master the Competition 90
6. Character-Based Leadership:
Providing Effective Leadership in Turbulent Times
7. Putting The Art of Business into Practice 141
Notes 155
Suggested Readings of The Art of War 165
Original Translation by Samuel B. Griffith 167
Bibliography 251
Index 257

Sun Tzu and the Art of Business- Six Strategic Principles for Managers
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50 Cent and Robert Greene
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 2009 by G-Unit Books, Inc 
 and Robert Greene

I first met 50 Cent in the winter of 2006. He had been a fan of my book The
48 Laws of Power, and he was interested in collaborating on a book project.
In the meeting, we talked about war, terrorism, the music business. What
struck me most was that we had a remarkably similar way of looking at the
world, one that transcended the great differences in our backgrounds. For
instance, in discussing the power games he was experiencing at that time in
the music business, we both looked past people’s benign explanations for
their behavior and tried to figure out what they were really up to. He
developed this way of thinking on the dangerous streets of Southside
Queens where it was a necessary life skill; I came to it by reading a lot of
history and observing the crafty maneuvers of various people in
Hollywood, where I worked for many years. The perspective, however, is the same.

We left the meeting that day with an open-ended idea about a future
project. As I pondered the possible theme of this book over the following
months, I became increasingly intrigued by the idea of bringing our two
worlds together. What excites me about America is its social mobility,
people continually rising from the bottom to the top and altering the
culture in the process. On another level, however, we remain a nation that
lives in social ghettos. Celebrities generally congregate around other
celebrities; academics and intellectuals are cloistered in their worlds;
people like to associate with those of their kind. If we leave these narrow
worlds, it is usually as an observer or tourist of another way of life. What
seemed an interesting possibility here was to ignore our surface differences
as much as possible and collaborate on the level of ideas—illuminating
some truths about human nature that go beyond class or ethnicity.
With an open mind and the idea of figuring out what this book could
be, I hung out with Fifty throughout much of 2007. I was given almost
complete access to his world. I followed him on numerous high-powered
business meetings, sitting quietly in a corner and observing him in action.
One day I witnessed a raucous fistfight in his office between two of his
employees, with Fifty having to personally break it up. I observed a fake
crisis that he manufactured for the press for publicity purposes. I followed
him as he mingled with other stars, friends from the hood, European
royalty, and political figures. I visited his childhood home in Southside
Queens, hung out with his friends from his hustling days, and got a sense
of what it could be like to grow up in that world. And the more I witnessed
him in action on all these fronts, the more it struck me that Fifty was a
walking, living example of the historical figures I had written about in my
three books. He is a master player at power, a kind of hip-hop Napoleon Bonaparte.

While writing about the various power players in history, I developed
the theory that the source of their success could almost always be traced to
one single skill or unique quality that separated them from others. For
Napoleon, it was his remarkable ability to absorb a massive amount of
detail and organize it in his mind. This allowed him to almost always know
more than his rival generals about what was going on. After observing
Fifty and talking to him about his past, I decided that the source of his
power is his utter fearlessness.

This quality does not manifest itself in yelling or obvious intimidation
tactics. Any time Fifty acts that way in public it is pure theater. Behind the
scenes, he is cool and calculating. His lack of fear is displayed in his
attitude and his actions. He has seen and lived through too many dangerous
encounters on the streets to be remotely fazed by anything in the corporate
world. If a deal is not to his liking, he will walk away and not care. If he
needs to play a little rough and dirty with an adversary, he goes at it
without a second thought. He feels supreme confidence in himself. Living
in a world where most people are generally timid and conservative, he
always has the advantage of being willing to do more, to take risks, and to
be unconventional. Coming from an environment in which he never
expected to live past the age of twenty-five, he feels like he has nothing to
lose, and this brings him tremendous power.

The more I thought of this unique strength of his, the more it seemed
inspiring and instructive. I could see myself benefiting from his example
and overcoming my own fears. I decided that fearlessness in all its
varieties would be the subject of the book.

The process for writing The 50th Law was simple. In observing and
talking to Fifty, I noticed certain patterns of behavior and themes that
would eventually turn into the ten chapters of this book. Once I determined
these themes, I discussed them with him, and together we shaped them
further. We talked about overcoming the fear of death, the ability to
embrace chaos and change, the mental alchemy you can effect by thinking
of any adversity as an opportunity for power. We related these ideas to our
own experiences and to the world at large. I then expanded on these
discussions with my own research, combining the example of Fifty with
stories of other people throughout history who have displayed the same fearless quality.

In the end, this is a book about a particular philosophy of life that can
be summed up as follows—your fears are a kind of prison that confines
you within a limited range of action. The less you fear, the more power you
will have and the more fully you will live. It is our hope that The 50th Law
will inspire you to discover this power for yourself.

—Malcolm X

Table of Contents

Chapter 1
See Things for What They Are-Intense Realism
Chapter 2
Make Everything Your Own—Self-Reliance
Chapter 3
Turn Shit into Sugar—Opportunism
Chapter 4
Keep Moving—Calculated Momentum
Chapter 5
Know When to Be Bad—Aggression
Chapter 6
Lead from the Front—Authority
Chapter 7
Know Your Environment from the Inside Out—Connection
Chapter 8
Respect the Process—Mastery
Chapter 9
Push Beyond Your Limits—Self-Belief
Chapter 10
Confront Your Mortality—the Sublime

Other Books by 50 Cent and Robert Greene
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New York, NY 10022

Developing Your Influence from Anywhere in the Organization


1. Leadership. 2. Organization. 3. Executive ability.
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 978-0-7852-6092-9 (hardcover) 
 978-1-4002-0359-8 (trade paper)
 978-0-7852-8811-4 (IE)
 2005, 2011 by John C. Maxwell 

About the Author
JOHN C. MAXWELL, known as America’s expert on leadership, speaks in person
to hundreds of thousands of people each year. He has communicated his
leadership principles to Fortune 500 companies, the United States Military
Academy at West Point, and sports organizations such as the NCAA, the NBA, and the NFL.
Maxwell is the founder of Injoy Stewardship Services, as well as several other
organizations dedicated to helping people reach their leadership potential. He
dedicates much of his time to training leaders worldwide through EQUIP, a
nonprofit organization. The New York Times best-selling author has written more
than forty books, including Winning with People, Thinking for a Change, and the
two million-sellers, Developing the Leader Within You and The 21 Irrefutable
Laws of Leadership.

These are classic pictures of leadership: William Wallace leading the charge of
his warriors against the army that would oppress his people and him. Winston
Churchill defying the Nazi threat as much of Europe collapsed. Mahatma Gandhi
leading the two-hundred-mile march to the sea to protest the Salt Act. Mary Kay
Ash going off on her own to create a world-class organization. Martin Luther
King Jr. standing before the Lincoln Memorial challenging the nation with his
dream of reconciliation.
Each of these people was a great leader and impacted hundreds of thousands,
if not millions, of people. Yet these pictures can also be misleading. The reality
is that 99 percent of all leadership occurs not from the top but from the middle of
an organization. Usually, an organization has only one person who is the leader.
So what do you do if you are not that one person?
Ninety-nine percent of all leadership occurs not from the top but from the middle of an organization.
I’ve taught leadership for nearly thirty years. And in just about every
conference I’ve taught, someone has come up to me and said something such as,
“I like what you teach about leadership, but I can’t apply it. I’m not the main
leader. And the person I work under is, at best, average.”
Is that where you live? Are you working somewhere in the middle of your
organization? You may not be a follower at the lowest level of the organization,
but you’re not the top dog either—yet you still want to lead, to make things
happen, to make a contribution.

Table of Contents
MYTH #1 The Position Myth: “I can’t lead if I am not at the top.”
MYTH #2 The Destination Myth: “When I get to the top, then I’ll learn to lead.”
MYTH #3 The Influence Myth: “If I were on top, then people would follow me.”
MYTH #4 The Inexperience Myth: “When I get to the top, I’ll be in control.”
MYTH #5 The Freedom Myth: “When I get to the top, I’ll no longer be limited.”
MYTH #6 The Potential Myth: “I can’t reach my potential if I’m not the top
MYTH #7 The All-or-Nothing Myth: “If I can’t get to the top, then I won’t try to
Section I Review
CHALLENGE #1 The Tension Challenge: The Pressure of Being Caught in the
Challenge #2 The Frustration Challenge: Following an Ineffective Leader
Challenge #3 The Multi-Hat Challenge: One Head . . . Many Hats
Challenge #4 The Ego Challenge: You’re Often Hidden in the Middle
Challenge #5 The Fulfillment Challenge: Leaders Like the Front More Than the
Challenge #6 The Vision Challenge: Championing the Vision Is More Difficult
When You Didn’t Create It
Challenge #7 The Influence Challenge: Leading Others Beyond Your Position Is
Not Easy
Section II Review
LEAD-UP PRINCIPLE #1 Lead Yourself Exceptionally Well
LEAD-UP PRINCIPLE #2 Lighten Your Leader’s Load
LEAD-UP PRINCIPLE #3 Be Willing to Do What Others Won’t
LEAD-UP PRINCIPLE #4 Do More Than Manage—Lead!
LEAD-UP PRINCIPLE #5 Invest in Relational Chemistry
LEAD-UP PRINCIPLE #6 Be Prepared Every Time You Take Your Leader’s Time
LEAD-UP PRINCIPLE #7 Know When to Push and When to Back Off
LEAD-UP PRINCIPLE #8 Become a Go-To Player
LEAD-UP PRINCIPLE #9 Be Better Tomorrow Than You Are Today
Section III Review
LEAD-ACROSS PRINCIPLE #1 Understand, Practice, and Complete the Leadership
LEAD-ACROSS PRINCIPLE #2 Put Completing Fellow Leaders Ahead of Competing
with Them
LEAD-ACROSS PRINCIPLE #4 Avoid Office Politics
LEAD-ACROSS PRINCIPLE #5 Expand Your Circle of Acquaintances
LEAD-ACROSS PRINCIPLE #6 Let the Best Idea Win
LEAD-ACROSS PRINCIPLE #7 Don’t Pretend You’re Perfect
Section IV Review
LEAD-DOWN PRINCIPLE #1 Walk Slowly Through the Halls
LEAD-DOWN PRINCIPLE #2 See Everyone As a “10”
LEAD-DOWN PRINCIPLE #3 Develop Each Team Member as a Person
LEAD-DOWN PRINCIPLE #4 Place People in Their Strength Zones
LEAD-DOWN PRINCIPLE #5 Model the Behavior You Desire
LEAD-DOWN PRINCIPLE #6 Transfer the Vision
LEAD-DOWN PRINCIPLE #7 Reward for Results
Section V Review
VALUE #1 A Leadership Team Is More Effective Than Just One Leader
VALUE #2 Leaders Are Needed at Every Level of the Organization
VALUE #3 Leading Successfully at One Level Is a Qualifier for Leading at the
Next Level
VALUE #4 Good Leaders in the Middle Make Better Leaders at the Top
VALUE #5 360-Degree Leaders Possess Qualities Every Organization Needs
Section VI Review
The 360-Degree Leader Workbook
About the Author


Published in Nashville, Tennessee, by Thomas Nelson. 
Thomas Nelson is a registered trademark of Thomas Nelson, Inc.

Thomas Nelson, Inc. titles may be purchased in bulk for educational, business, fund-raising, or sales
promotional use. For information, please e-mail
Scripture quotations marked KJV are from The Holy Bible, KING JAMES VERSION.

Ray Dalio

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 2017 by Ray Dalio

About the Author
Ray Dalio, who grew up a very ordinary middle-class kid from Long Island,
started the investment company Bridgewater Associates out of his twobedroom
apartment when he was 26 years old, and built it over the next 42
years into what Fortune magazine assessed to be the fifth most important
private company in the U.S. He did that by creating a unique culture—an idea
meritocracy based on radical truth, radical transparency, and believabilityweighted
decision making—that he believes most people and organizations
can use to better achieve their own goals.
Along the way, Dalio became one of the 100 most influential (according
to Time) and 100 wealthiest (according to Forbes) people in the world, and
because his unique investment principles changed the industry, CIO
magazine called him “the Steve Jobs of investing.” (Those principles will be
conveyed in his next book, Economic and Investment Principles.) He
believes that his success isn’t due to anything special about him—it is the
result of principles he learned, largely by making mistakes, from which he
also believes most people can benefit.
At 68 years old, Dalio’s primary objective is to pass along these principles
in case others find them of value.


Before I begin telling you what I think, I want to establish that I’m a “dumb
shit” who doesn’t know much relative to what I need to know. Whatever
success I’ve had in life has had more to do with my knowing how to deal
with my not knowing than anything I know. The most important thing I
learned is an approach to life based on principles that helps me find out
what’s true and what to do about it.
I’m passing along these principles because I am now at the stage in my life
in which I want to help others be successful rather than to be more successful
myself. Because these principles have helped me and others so much, I want
to share them with you. It’s up to you to decide how valuable they really are
and what, if anything, you want to do with them.

Principles are fundamental truths that serve as the foundations for
behavior that gets you what you want out of life. They can be applied again
and again in similar situations to help you achieve your goals.
Every day, each of us is faced with a blizzard of situations we must
respond to. Without principles we would be forced to react to all the things
life throws at us individually, as if we were experiencing each of them for the
first time. If instead we classify these situations into types and have good
principles for dealing with them, we will make better decisions more quickly
and have better lives as a result. Having a good set of principles is like having
a good collection of recipes for success. All successful people operate by
principles that help them be successful, though what they choose to be
successful at varies enormously, so their principles vary.

To be principled means to consistently operate with principles that can be
clearly explained. Unfortunately, most people can’t do that. And it’s very rare
for people to write their principles down and share them. That is a shame. I
would love to know what principles guided Albert Einstein, Steve Jobs,
Winston Churchill, Leonardo da Vinci, and others so I could clearly
understand what they were going after and how they achieved it and could
compare their different approaches. I’d like to know which principles are
most important to the politicians who want me to vote for them and to all the
other people whose decisions affect me. Do we have common principles that
bind us together—as a family, as a community, as a nation, as friends across
nations? Or do we have opposing principles that divide us? What are they?
Let’s be specific. This is a time when it is especially important for us to be
clear about our principles.

My hope is that reading this book will prompt you and others to discover
your own principles from wherever you think is best and ideally write them
down. Doing that will allow you and others to be clear about what your
principles are and understand each other better. It will allow you to refine
them as you encounter more experiences and to reflect on them, which will
help you make better decisions and be better understood.

Table of Contents

1 My Call to Adventure: 1949–1967
2 Crossing the Threshold: 1967–1979
3 My Abyss: 1979–1982
4 My Road of Trials: 1983–1994
5 The Ultimate Boon: 1995–2010
6 Returning the Boon: 2011–2015
7 My Last Year and My Greatest Challenge: 2016–2017
8 Looking Back from a Higher Level

1 Embrace Reality and Deal with It
2 Use the 5-Step Process to Get What You Want Out of Life
3 Be Radically Open-Minded
4 Understand That People Are Wired Very Differently
5 Learn How to Make Decisions Effectively
Life Principles: Putting It All Together
Summary and Table of Life Principles

Summary and Table of Work Principles
1 Trust in Radical Truth and Radical Transparency
2 Cultivate Meaningful Work and Meaningful Relationships
3 Create a Culture in Which It Is Okay to Make Mistakes and Unacceptable Not to
Learn from Them
4 Get and Stay in Sync
5 Believability Weight Your Decision Making
6 Recognize How to Get Beyond Disagreements

7 Remember That the WHO Is More Important than the WHAT
8 Hire Right, Because the Penalties for Hiring Wrong Are Huge
9 Constantly Train, Test, Evaluate, and Sort People

10 Manage as Someone Operating a Machine to Achieve a Goal
11 Perceive and Don’t Tolerate Problems
12 Diagnose Problems to Get at Their Root Causes
13 Design Improvements to Your Machine to Get Around Your Problems
14 Do What You Set Out to Do
15 Use Tools and Protocols to Shape How Work Is Done
16 And for Heaven’s Sake, Don’t Overlook Governance!
Work Principles: Putting It All Together



As I said at the outset, my goal is to pass along the principles that worked
well for me; what you do with them is up to you.
I of course hope that they will help you visualize your own audacious
goals, navigate through your painful mistakes, have quality reflections, and
come up with good principles of your own that you will systematically follow
to produce outcomes that vastly exceed your expectations. I hope that they
will help you do these things both individually and when working with
others. And, since your journey and evolution will certainly be a struggle, I
hope that these principles will help you struggle and evolve well. Perhaps
they will even inspire you and others to put your principles in writing and
collectively figure out what’s best in an idea-meritocratic way. If I could tilt
the world even one degree more in that direction, that would thrill me.
Along these lines, there is more to come. Because I know that having tools
and protocols is necessary to helping people convert what they want to do
into actually doing it, I will soon be making the ones we’ve created available to you.

I feel I have now done the best I can to pass along my Life and Work
Principles. Of course, we aren’t done with our struggles until we die. Since
my latest struggle has been to pass along whatever I have that has been of
value, I feel a certain sense of relief to have gotten these principles out to
you, and a sense of contentment as I end this book and turn my attention to
passing along my economic and investment principles.


Napoleon Hill’s Proven Program for Prosperity and Happiness

1. Success. 2. Success in business. 3. Wealth.

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 2015 by The Napoleon Hill 

from the Publisher

Your Right to Be Rich by Napoleon Hill was originally presented as a
lecture series to a Chicago audience in spring 1954. Courtesy of The
Napoleon Hill Foundation, this publication makes this series of lectures
available to you and grows the illustrious works of Napoleon Hill, an American
icon of successful living.
Your Right to Be Rich can truly help you achieve your every goal and dream.
It will inspire new goals and dreams whereby riches are not restricted to such
narrow parameters as fortune and fame. You deserve to be rich in every way—
personally, spiritually, and financially. Dr. Hill discovered that those who
attained only financial rewards from life, no matter how great those rewards may
have been, were the least happy and satisfied people in the world. To be truly
rich, you must be rich in all aspects of life.
While Dr. Hill refers to this philosophy as a science of personal achievement
—a science of success—you may wonder how success can follow science. Can
the steps to riches be synthesized, quantified, and made to work without fail, like
a trusted experiment in the laboratory? Dr. Hill defines science as the art of
organizing and classifying facts. Like all sciences, the science of success is only
useful in its application toward some goal. Dr. Hill presents factual, proven
principles so carefully organized and explained that they will, if you follow them
carefully and without fail, lead you to the riches you so earnestly desire.
These outstanding lectures represent a unique opportunity to long-devoted
students as well as newcomers to Napoleon Hill’s work. From this material,
based on his live lecture recordings, we experience Dr. Hill’s personal
presentation of his outstanding philosophy as never before, in a remarkable,
effective, and dramatic manner. This lecture series gives us Napoleon Hill’s
seventeen principles of success, the culmination of decades of study and research.
To more closely achieve the same experience as his students, consider
following these three points Dr. Hill strongly 
emphasized when he gave these lectures:
1. Take notes. Keep a notebook handy and take generous notes,
starting now. Writing down the information you learn will help
to imprint Dr. Hill’s philosophy more strongly on your
conscious and subconscious mind, putting it to work more
immediately and effectively. You may choose to write or record your ideas.
2. Add your own ideas. As you progress through the material,
expand your notes, constantly adding to them your own original
thoughts as well as relevant thoughts from newspapers,
magazines, radio, and TV.
3. Use repetition to make these ideas yours. Don’t just read these
ideas once. Review this material over and over and over again,
emphasizing through the power of repetition their messages of
thought and action. The more you work with this course, the
more it will work for you.

1. Definiteness of Purpose. All achievement starts with setting
your major objective and making specific plans for obtaining it.
2. Mastermind. This process lets you reap the full benefits of the
experience, training, education, and specialized knowledge and influence of others.
3. Applied Faith. Turn faith into action so that the power of the
soul through which your aims, desires, plans, and purposes are
developed may be translated into reality.
4. Going the Extra Mile. Rewards multiply when you render more
service and better service than you are paid to render.
5. Pleasing Personality. Develop the mental, spiritual, and
physical traits that will help you make the most of yourself and lead you to success.
6. Personal Initiative. Taking action is the principle that is
necessary for leadership in any walk of life.
7. Positive Mental Attitude. The right attitude creates a path to
success and the means by which this philosophy can be implemented.
8. Self-Discipline. Emotions must be managed in order to balance
your head and your heart to achieve a coordination of reason and emotion.
9. Enthusiasm. This dynamo of all individual achievement helps
you develop self-confidence and overcome negative thoughts, worries, and fears.
10. Controlled Attention. Organize your mind. Focus on success.
Coordinate and control the powers of your mind. Use the powerful tool of autosuggestion.
11. Accurate Thinking. Gather facts, weigh their relative
importance, use your own judgment, and think a matter through
in order to make the right decision based on thought vs. opinion or emotion.
12. Learning from Adversity and Defeat. Understand and
circumvent the causes of failure, turning the inevitable setbacks,
failures, and opposition into positive benefit.
13. Cooperation. Coordinate your efforts with others and work
together to achieve a common goal. Use teamwork and tact to
your advantage in your personal and business endeavors.
14. Creative Vision or Imagination. Let the powerful workshop in
your mind reveal the ways to express the purpose of your brain and ideals of your soul.
15. Sound Health. Physical well-being is essential to cultivating the
energy, vitality, attitudes, and habits for a truly healthy, happy, and successful life.
16. Budget Time and Money. Make and get the most out of your physical resources.
17. Law of Cosmic Habit Force. Understand and apply the
dynamics and power of the controlling force and the natural
laws that govern the universe (including human relationships).

Each of these seventeen principles, in and of itself, is of tremendous value.
However, this is a synergistic philosophy in which all the elements working
together have an overall effect greater than the sum of their individual effects.
As Dr. Hill discusses each principle, he frequently refers to one or more of the
other principles. His repetition is a purposeful and constant reminder that all
these principles are interrelated, each one drawing from and building upon every
other one. Much like baking a cake, each ingredient is necessary to get the
desired results. You can’t make a cake only from flour or baking powder or
shortening or flavoring; you need all the ingredients in the recipe.
You will notice one particular word Dr. Hill uses often. The word is
transmute. A dictionary defines it as changing one form, condition, nature, or
substance into another. To transform or convert, this thought is essential to your
understanding and application of this philosophy.
Transmutation means that you have the ultimate control over
your thoughts and feelings. If they are negative, you can make
them positive. If they are restrictive, you can make them
expansive. If you have held yourself back, you can set yourself
free. You have the capacity to transmute or change the habits
and patterns that have defeated you.
You will also notice Dr. Hill’s reference to the nine basic motives, also called
(in other works) the alphabet of success. They are important to understand
because emotions and desires inspire all voluntary actions that become
individual achievements. As the basic building blocks of human character,
motives are the foundation on which this philosophy rests. They are vital to your
understanding of other people and of yourself, for they are part of us all.

Table of Contents

Title Page
Introduction to the Lecture Series, from the Publisher
Definiteness of Purpose
Applied Faith
Going the Extra Mile
Pleasing Personality
Personal Initiative
Positive Mental Attitude
Controlled Attention
Accurate Thinking
Learning from Adversity and Defeat
Creative Vision or Imagination
Sound Health
Budget Time and Money
Law of Cosmic Habit Force

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1. The emotion of love.
2. The emotion of sex.
3. The desire for material gain.
4. The desire for self-preservation.
5. The desire for freedom of body and mind.
6. The desire for self-expression and recognition.
7. The desire for life after death.
8. The desire for revenge.
9. The emotion of fear.
As you can see, this list truly mirrors human nature, with motives that are
positive and motives that are negative. To achieve the riches we want, we must
understand these forces and how to work with them.
The principles of this philosophy and the basic dynamic forces of humanity
hint at the exciting and inspiring journey that awaits you. In the following pages,
you will learn from the man who developed this philosophy, and who has
motivated more men and women to achieve success than anyone else in history.
Napoleon Hill, America’s greatest millionaire-maker, will share his secrets of
success with you in this never-before-published series of powerful lectures. Take
a front-row seat as one of his students. Welcome the wisdom that will change
your life. Prepare for the adventure of a lifetime. Accept your right to be rich.
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