Any entrepreneur, business owner, manager or CEO who wants to drastically reduce the time it takes to reach their goals. This is not a book based in theory, it’s battle-tested advice from the best of the best. Each of the 48 easy to read chapters contain a synopsis of the law, real-word examples of the law in action and a bulletproof blueprint for you to follow. 

You’ve heard the advice to find a successful model and copy it. I have read a book week since I was 13 years old. My favorite type of books are biographies and I’ve read over a thousand. I have sought out the stories of the world’s most successful people in over two hundred different fields: Business leaders, entrepreneurs, politicians, generals, rock stars, CEO’s, writers and scientists.

There are reasons for success and failure that occur in these biographies so often that they are more than just coincidences, they are more like laws. Big business, small business, new business, old business; it doesn’t matter; the laws don’t change, only the details do. I’ve combined the proven insights from successful [people with my own experience in building two multi-million-dollar businesses from scratch. I’ve worked with over 3,000 clients in 26 countries and networked with a who’s who of industry. 

Some of the laws I present you will already know well. Some you will recognize. Many may surprise you. The more of these laws you adopt into your business – and life -- the better. The years of insight, research and experience involved in compiling these laws will shortcut your journey to success by years, even decades. Best of all you can apply these laws to your personal life, business or career with equal success since they are universal in nature.

Andrew Wood

Marketing Legend 

Decision making is the realm of great business leaders. Although the process itself may only take a small fraction of their time, the quality of those decisions will be the standard by which their leadership is ultimately judged. In making key decisions and taking effective action, it pays to follow this six-step formula. Great lessons from Lee Iacocca, former president of Chrysler, Harvey Mackay bestselling author of, Swim with the Sharks without Getting Eaten Alive, Churchill, Truman and Reagan. 

The foundation of all business relationships is trust. Without a foundation of trust, you will never garner the support, motivation, and action that can move your group toward greatness. Unfortunately, in today’s world gaining trust demands more effort than ever before. Discover why Legendary GE leader Jack Welch and Warren Buffet both rank trust above any other trait. Let Nigel Mansell, world champion Formula One driver, show you the ultimate way to earn trust from your team. And use the seven steps provided to enhance yours.

The term Unique Selling Proposition (USP) was first described more than 60 years ago in Reality in Advertising, the classic book by Rosser Reeves. While given much lip service, the concept of USP is seldom understood or executed well. Reeves said that your USP must meet three criteria to be complete and powerful and we will go into detail on each as we help you craft your competitive advantage. 

Names can make or break a business. You must choose a great name for your product that resonates at once with the consumer, like Diehard or Energizer Batteries. Learn how Enzo created the famous Ferrari logo and what elements yours should include. Hear Phil Knight on the importance of producing a powerful creation myth. His propelled Nike from the trunk of his car to one of the most recognized brands in the world. Follow the 10-step formula to your own success.

Read about the Dressler Brothers and the amazing feud that lasted 60 years as it fueled Puma and Adidas to world domination before Nike. Virgin V British Airways, Ferrari V Lamborghini, Microsoft V Apple, Coke V Pepsi. Why all great companies find an enemy to spur their growth. From Colonel Tom Parker a classic lesson in how to deal with the haters.

Money, that’s what business is all about right? How to get it, how to keep it, how to save it and how to spend it wisely. Where to get it from and how to make it grow. 

In this chapter, we are going to tackle one of the most powerful secrets in business—the art of storytelling. We will get some help from Chuck Norris, Stan Olsen, Cofounder of Digital Equipment, and world-famous horse trainer Linda Parelli. I’ll also include tips from master story tellers Malcom Gladwell and Dan Brown. You’ll discover how to wrap your product or service in a great, spellbinding story—a story that enthralls your prospects long enough to get your benefits and sales propositions across. As with a good book, you just can’t put down a great sales story. It should hold the prospect riveted, eager to find out what happens next. 

A single major mistake can put your business under or at the very least damage it for years to come. Almost all major mistakes can be avoided, but you need to know where the disasters are lurking. This section shows you how to quickly identify and avoid them! No matter what stage of the corporate life cycle your business is in, this section will quickly enhance the effectiveness of your thinking, tactics and strategy so you can maximize your short- term and long-term revenue. Why You MUST Build Your Business on a Franchise Model Even If You Never Plan to Own More Than a Single Flea-Market Stall.

Nothing happens in any business until a sale is made. Discover how to quickly and easily boost your sales dramatically with the information in these chapters. They include the best sales tips gleaned from over 400 sales books and systems including, Zig Ziglar, Tom Hopkins, Joe Girard, Brian Tracy, Jeffrey Gitomer, Art Sobczak and many more. We’ll cover rapport, presentations, objections, closing, referrals and follow up, leaving no lead behind. 

Kaizen is the Japanese term for continuous, never-ending improvement. It’s a concept you see a lot about in the works of top management consultants like, Tom Peters, Jim Collins and Peter Drucker. In today’s fast-paced and ever-changing world, it’s essential to your success that you and all your employees embrace this principle. Reward employees for reading, watching, or listening on their own time. If they don’t read, they don’t learn; and if they don’t learn, they aren’t worth hiring in the first place! 

Successful businessmen and women are, by their very natures, legendary problem solvers. They learn early that everyone in the world is a professional problem solver and that one’s position in life is very often measured in direct proportion to their ability to solve problems. The better you become at solving problems, the more complex the problems you can graduate to in the future. This chapter will provide a whole new set of tools to turbo-charge your problem-solving ability, an unleash your creativity, allowing you to move any mountain currently in your path!

Sad but true, 95% of all your problems will come from within, from your own employees! Learn how to spot problems, stop them and turbo charge employee performance with the critical lessons in this section. 

Very often, when people think of successful business leaders the very first topic that jumps into their minds is motivation. It’s well known that your ability to motivate yourself and others will ultimately determine how successful you are in life. Learn how Hall of Famer Pat Riley enjoyed phenomenal success as head coach of The Los Angeles Lakers and Miami Heat basketball teams with this critical team improving idea. How Charles Schwab, the first ever million dollar a year manager back in the 1920s, tripled his company’s output using a single piece of chalk. And why his idea is as timeless today for motivating your staff. Knute Rockne, the famous Notre Dame football coach, shows us how the power of a story can motivate an entire organization for decades. 

There is nowhere in your business where you can make or lose money faster than in the area of pricing. Price too low you leave money on the table, price too high and you may not sell anything at all. Perfect pricing is all about maximizing your revenue goals. It’s about making your product appealing to the largest segment of your particular market while leaving little or no money on the table. It is about creating a value proposition in your customer’s mind. Many businesses have no clear rationale for how they set their prices. I’ll share with you the secrets I learned from studying the world’s best marketers Dan Kennedy, Jay Abraham and Joe Sugarman.

My friend Jeff Cohen was fortunate enough to get into the licensing business in the early 1980s, before it really exploded. He took a risk and bought the rights to a very strange-looking doll for which he paid $40,000 and 10 percent royalties. Ten days after the movie opened, he wrote his first check to Steven Spielberg for $990,000. The movie was E.T. Timing as they say is everything; learn how to make yours great!

Change is the one thing in business that is constant. Change will always affect your business, be it changing tastes, changes in competition, changes in technology, or changes in the general economy. Sometimes that change may help your business, other times it will hurt it. Learn from Kodak, Nokia, Blockbuster and many more. 

After leaving office, Winston Churchill was asked by a young reporter how he expected history to view him in light of his many political and military failures, especially the WWI Dardanelles campaign. Churchill cheerfully replied that he expected history to view him very favorably. The reporter asked, “Why?” Churchill, already several volumes into writing a definitive history of World War II, cheerfully replied, “Because that’s the way I intend to write it.” Few people know that Churchill wrote 93 books. You can shape the media by writing your own story. 

Reputations, especially legendary reputations, can take years to build, but they can fall apart in just minutes and destroy years of hard work with one poor decision. Being in the wrong place at the wrong time with the wrong person, or making a gray decision and defending it to the hilt while evidence seeps out to contradict your position, can be disastrous. A product defect, a lawsuit, an attack by a ruthless competitor, all these things can send years of hard work into a tailspin. We will learn from Exxon, Union Carbide, Domino’s Pizza, Coca Cola Johnson and Johnson, Cadillac, and many more.  

Dick Rowe turned down the Beatles, Edward Smith said his ship was unsinkable, Ronald Wayne sold his 10% of Apple stock for $800. All successful entrepreneurs have made plenty of mistakes, some of them major, some of them minor. What many entrepreneurs don’t tell you is that you learn much more from mistakes than successes. The trick is to expect mistakes and make them cheaply enough that they don’t sink you. As long as you live to fight another day, you are succeeding and zoning in on where you’ll make your profits. 

Running a business is never easy. It comes with long hours, red tape, unreliable staff or suppliers, and finicky customers. It can be a seemingly never-ending roller coaster ride of emotional and financial highs and lows. Just about every business struggles for survival at some point in its life. In fact, the average self-made millionaire has been broke, bankrupt, or financially destitute 3.7 times before becoming a financial success. We will hear from, Colonel Sanders, Fred Smith, Federal Express, Ray Kroc, Conrad Hilton, George Foreman, Rich DeVos and Jay Van Andel, Kevin Costner, Walt Disney and Ronald Reagan.

Many years ago, I heard Brian Tracy say, that “goal setting was the master skill of success.” Most entrepreneurs, including Bill Gates, Richard Branson and billionaire financier Ray Dalio, agree with him on the importance of Goal Setting. Here you’ll learn how to use the SMART system to turbo charge your progress.

Decision making is the realm of great business leaders. Although the process itself may only take a small fraction of their time, the quality of those decisions will be the standard by which their leadership is ultimately judged. In making key decisions and taking effective action, it pays to follow this six-step formula. Great lessons from Lee Iacocca, former president of Chrysler, Harvey Mackay bestselling author of, Swim with the Sharks without Getting Eaten Alive, Churchill, Truman and Reagan. 

No matter where you stand in your business or career, and no matter what challenges you now face, when you make the conscious decision to become a person of action rather than being indecisive, you instantly turn the tide in your favor. Often, if you are mentally ready for action, opportunities will present themselves in the most unusual ways. In the world of Formula One racing, an unassuming little man by the name of Bernie Ecclestone became one of the world’s richest men by taking action among a group of his peers more interested in the race than the business of racing. You’ll enjoy tips from Churchill, Disraeli and Butch Cassidy.

The foundation of all business relationships is trust. Without a foundation of trust, you will never garner the support, motivation, and action that can move your group toward greatness. Unfortunately, in today’s world gaining trust demands more effort than ever before. Discover why Legendary GE leader Jack Welch and Warren Buffet both rank trust above any other trait. Let Nigel Mansell, world champion Formula One driver, show you the ultimate way to earn trust from your team. And use the seven steps provided to enhance yours.

Self-confidence is the foundation of all personal success. All iconic brands—such as Nike, Ferrari, Apple, and Virgin—ooze the confidence of their founders. How you can use the same strategy Patton used to gain confidence and competence and outfox the desert fox in your own field. Plus seven ways to supercharge your competence.

Without marketing there are no leads and without leads there are no sales and therefore no customers. Having worked with over 3,000 companies in 26 different countries I can tell you that the vast majority of businesses focus their marketing efforts in the wrong place. An issue we will quickly fix. 

The term Unique Selling Proposition (USP) was first described more than 60 years ago in Reality in Advertising, the classic book by Rosser Reeves. While given much lip service, the concept of USP is seldom understood or executed well. Reeves said that your USP must meet three criteria to be complete and powerful and we will go into detail on each as we help you craft your competitive advantage. 

Names can make or break a business. You must choose a great name for your product that resonates at once with the consumer, like Diehard or Energizer Batteries. Learn how Enzo created the famous Ferrari logo and what elements yours should include. Hear Phil Knight on the importance of producing a powerful creation myth. His propelled Nike from the trunk of his car to one of the most recognized brands in the world. Follow the 10-step formula to your own success.

Build it and they will come. Three million people a year show up here which was exactly the plan. In this chapter I am going to show you how to get the same edge as the best businesses no matter what business you are in. I’ll show you how to stack the deck in your favor to make your business the one they choose and go back to, again and again. Best of all, it won’t cost you a fortune. In fact, in many cases it will cost you very little. You just need to look at your business with a different perspective—a perspective where you don’t have to be the best at everything—just the best at a few memorable things. Just one thing at each key touchpoint can make a huge difference!

Money, that’s what business is all about right? How to get it, how to keep it, how to save it and how to spend it wisely. Where to get it from and how to make it grow. 

Whether you are a rock star or a Realtor, whether your performance is on stage, or behind a desk, the success of your efforts comes down to communication. It’s a fact that your success in life will be based largely on your ability to communicate with others—those above you and those below you, those on your team and those you wish to attract, those you serve and those who serve you. Master the skill of communication and the doors of opportunity will be flung open to you. We will get some help from legendary communicators including Churchill, Martin Luther King, Ralph Waldo Emerson, and even Elvis and Sinatra! 

In this chapter, we are going to tackle one of the most powerful secrets in business—the art of storytelling. We will get some help from Chuck Norris, Stan Olsen, Cofounder of Digital Equipment, and world-famous horse trainer Linda Parelli. I’ll also include tips from master story tellers Malcom Gladwell and Dan Brown. You’ll discover how to wrap your product or service in a great, spellbinding story—a story that enthralls your prospects long enough to get your benefits and sales propositions across. As with a good book, you just can’t put down a great sales story. It should hold the prospect riveted, eager to find out what happens next. 

A single major mistake can put your business under or at the very least damage it for years to come. Almost all major mistakes can be avoided, but you need to know where the disasters are lurking. This section shows you how to quickly identify and avoid them! No matter what stage of the corporate life cycle your business is in, this section will quickly enhance the effectiveness of your thinking, tactics and strategy so you can maximize your short- term and long-term revenue. Why You MUST Build Your Business on a Franchise Model Even If You Never Plan to Own More Than a Single Flea-Market Stall.

Getting customers is one thing, keeping them happy, buying and referring others is quite another. Get the inside secrets to customer service and dramatically increase you customer loyalty with simple and effective strategies to turn your customers into raving fans.

Nothing happens in any business until a sale is made. Discover how to quickly and easily boost your sales dramatically with the information in these chapters. They include the best sales tips gleaned from over 400 sales books and systems including, Zig Ziglar, Tom Hopkins, Joe Girard, Brian Tracy, Jeffrey Gitomer, Art Sobczak and many more. We’ll cover rapport, presentations, objections, closing, referrals and follow up, leaving no lead behind. 

"Thinking is the hardest work there is; that’s why people do so little of it,” said Henry Ford. The first step to inviting opportunity into your life is to be on the lookout for it. Seek it out by looking, listening, and constantly analyzing how you do business. The question “What can I do better?” should always be at the front of your mind instead of being locked away in a vault at the back. Your business and life are ultimately determined by the quality of the questions you pose and answer. This chapter will provide a whole new set of tools to turbo-charge your ability and unleash your creativity, allowing you to move any mountain currently in your path!

Successful businessmen and women are, by their very natures, legendary problem solvers. They learn early that everyone in the world is a professional problem solver and that one’s position in life is very often measured in direct proportion to their ability to solve problems. The better you become at solving problems, the more complex the problems you can graduate to in the future. This chapter will provide a whole new set of tools to turbo-charge your problem-solving ability, an unleash your creativity, allowing you to move any mountain currently in your path!

Sad but true, 95% of all your problems will come from within, from your own employees! Learn how to spot problems, stop them and turbo charge employee performance with the critical lessons in this section. 

There is nowhere in your business where you can make or lose money faster than in the area of pricing. Price too low you leave money on the table, price too high and you may not sell anything at all. Perfect pricing is all about maximizing your revenue goals. It’s about making your product appealing to the largest segment of your particular market while leaving little or no money on the table. It is about creating a value proposition in your customer’s mind. Many businesses have no clear rationale for how they set their prices. I’ll share with you the secrets I learned from studying the world’s best marketers Dan Kennedy, Jay Abraham and Joe Sugarman.

There is an old Cuban proverb that says, “When the sun rises, it rises for everyone.” Critical thinkers like Franklin, Rohn and Darwin frequently talked on this subject. We all start with twenty-four hours in a day, but top performers seem to get more out of each and every day. The key to getting more out of your day is time management, and that means having the self-discipline to say no. You must be ruthless in cutting out, or at least cutting down, those activities that do not propel you forward. As Napoleon once said, “You may ask anything of me except my time” 

Running a business takes courage—the ability to react in accordance with your deepest-held values, regardless of the conditions or circumstances you face. When the going is tough, you depend on true courage to come to the forefront and take control of the situation. That doesn’t mean you have to become a Rambo or Terminator type of character in order to be a good leader. As Mark Twain said, “Courage is the resistance to fear, the mastery of fear, not the absence of fear.” Courageous men have faced their worst fears and overcome them.

Change is the one thing in business that is constant. Change will always affect your business, be it changing tastes, changes in competition, changes in technology, or changes in the general economy. Sometimes that change may help your business, other times it will hurt it. Learn from Kodak, Nokia, Blockbuster and many more. 

After leaving office, Winston Churchill was asked by a young reporter how he expected history to view him in light of his many political and military failures, especially the WWI Dardanelles campaign. Churchill cheerfully replied that he expected history to view him very favorably. The reporter asked, “Why?” Churchill, already several volumes into writing a definitive history of World War II, cheerfully replied, “Because that’s the way I intend to write it.” Few people know that Churchill wrote 93 books. You can shape the media by writing your own story. 

Reputations, especially legendary reputations, can take years to build, but they can fall apart in just minutes and destroy years of hard work with one poor decision. Being in the wrong place at the wrong time with the wrong person, or making a gray decision and defending it to the hilt while evidence seeps out to contradict your position, can be disastrous. A product defect, a lawsuit, an attack by a ruthless competitor, all these things can send years of hard work into a tailspin. We will learn from Exxon, Union Carbide, Domino’s Pizza, Coca Cola Johnson and Johnson, Cadillac, and many more.  

Do you know your numbers—I mean really know your numbers? Most businesses do not. These three numbers are critical to your marketing success, critical to your sales success, and critical to the success of your company, but you need to keep score everywhere. 

Dick Rowe turned down the Beatles, Edward Smith said his ship was unsinkable, Ronald Wayne sold his 10% of Apple stock for $800. All successful entrepreneurs have made plenty of mistakes, some of them major, some of them minor. What many entrepreneurs don’t tell you is that you learn much more from mistakes than successes. The trick is to expect mistakes and make them cheaply enough that they don’t sink you. As long as you live to fight another day, you are succeeding and zoning in on where you’ll make your profits. 

Running a business is never easy. It comes with long hours, red tape, unreliable staff or suppliers, and finicky customers. It can be a seemingly never-ending roller coaster ride of emotional and financial highs and lows. Just about every business struggles for survival at some point in its life. In fact, the average self-made millionaire has been broke, bankrupt, or financially destitute 3.7 times before becoming a financial success. We will hear from, Colonel Sanders, Fred Smith, Federal Express, Ray Kroc, Conrad Hilton, George Foreman, Rich DeVos and Jay Van Andel, Kevin Costner, Walt Disney and Ronald Reagan.

The only regret you'll ever have from investing in this book is that you didn't discover it sooner! This is real-world advice from a battle-tested veteran who has helped MAXIMIZE the PROFITS of thousands of successful companies from the ground up and is still out there actually doing it because it’s FUN!

It doesn't matter what type of business you are in, retail, professional, B2B, Internet or direct selling. The strategies in this book WILL improve YOUR company’s business regardless of size or industry and increase YOUR profits rapidly. But you have to invest to get the RESULTS!