Wealth Without A Job

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Wealth
Without
a Job
The Entrepreneur’s Guide
to Freedom and Security
beyond the 9 to 5 Lifestyle
Phil Laut
Andy Fuehl
John Wiley & Sons, Inc.

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From the participants who attended our Trainings and learned

what you are about to learn in this book:
“I had a belief that I didn’t deserve to be rich, that I couldn’t

have what I wanted. Money was always for someone else. Your
dynamic visualizations were very powerful for me, and they
helped me get where I am. This year I increased my income
by 30%. Now I have the freedom to receive, and I am really
welcoming abundance.”
—Eve Gage,
Emmy Award–winning film editor
“Last year my sales were extraordinarily off. I was very con-

cerned that I would be looking for a new job.
Learning this material turned out to be probably the best
thing that ever happened to me. It forced me to look in a new
direction, to examine an area of my life I had never delved
into: my relationship to money and developing a prosperity
consciousness. As a result, I surpassed my sales plan by a sig-
nificant amount—by over 20%. Today I am responsible for
three out of the four largest sales deals in my region. I am ab-
solutely convinced that it is the result of releasing the obsta-
cles that I had to accepting prosperity.”
—Anthony Yim,
corporate sales
“I am a singer and a saxophone player and I work in a band.

And recently I took over as the leader of the group.
I acquired so many tools from you, and I have a new mind-
set for believing and leading. Every day and every week I am
making progress. I am feeling really great. Next to my saxo-
phone, [getting your information] was the best money I ever
spent in my life.”
—Lisa McLeod,
singer and saxophonist
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“I had been relatively successful, but it was hit or miss. I was a

multiple six-figure income earner for about four or five years,
but then I found I didn’t have a nest egg anymore. I’d just get
to where things started working and I’d move away. I believed
I didn’t deserve it, that I wasn’t good enough. All that
changed with your help. In August my income was $4,900 per
month. This month it’s $20,000.”
—Greg Hillman,
network marketing and oil and gas sales
“I am making more money than I ever have in my life. And I

feel I am worth it. My beliefs have changed to feeling that I
have value, that I can contribute.”
—Ken Cross,
home improvement contractor
“You taught me that I can be the cause of everything in my

life. I can plan for things and make things happen and trust
that they will. I take responsibility for what’s going on in my
life. And when I am not getting the results that I want, I now
have tools that I can use to change myself, so I can get what I
want. I don’t feel that I am at the whim of anybody or any-
thing else. You guys have the tools that take the rust right off
and get down to the good stuff, and very quickly.”
—Dr. Tom Leutner,
www.AmericanHypnosis.com
“At the beginning, I was pretty resistant—still hanging onto

the idea of having a job as my salvation. Then I was laid off,
without severance or benefits. Now my business is generating
about double what my job did. This is the first time in my life
ever where I wake up in the morning and don’t mind going
to work.”
—Miguel Soares,
information technology executive
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Wealth
Without
a Job
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Wealth
Without
a Job
The Entrepreneur’s Guide
to Freedom and Security
beyond the 9 to 5 Lifestyle
Phil Laut
Andy Fuehl
John Wiley & Sons, Inc.

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Copyright © 2004 by Phil Laut and Andy Fuehl. All rights reserved.
Published by John Wiley & Sons, Inc., Hoboken, New Jersey.
Published simultaneously in Canada.
No part of this publication may be reproduced, stored in a retrieval system, or
transmitted in any form or by any means, electronic, mechanical, photocopying,
recording, scanning, or otherwise, except as permitted under Section 107 or 108
of the 1976 United States Copyright Act, without either the prior written
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per-copy fee to the Copyright Clearance Center, Inc., 222 Rosewood Drive,
Danvers, MA 01923, 978-750-8400, fax 978-646-8600, or on the web at
www.copyright.com. Requests to the Publisher for permission should be addressed
to the Permissions Department, John Wiley & Sons, Inc., 111 River Street,
Hoboken, NJ 07030, 201-748-6011, fax 201-748-6008.
Limit of Liability/Disclaimer of Warranty: While the publisher and author have
used their best efforts in preparing this book, they make no representations or
warranties with respect to the accuracy or completeness of the contents of this
book and specifically disclaim any implied warranties of merchantability or fitness
for a particular purpose. No warranty may be created or extended by sales
representatives or written sales materials. The advice and strategies contained
herein may not be suitable for your situation. You should consult with a
professional where appropriate. Neither the publisher nor author shall be liable
for any loss of profit or any other commercial damages, including but not limited
to special, incidental, consequential, or other damages.
For general information on our other products and services, or technical support,
please contact our Customer Care Department within the United States at 800-
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Wiley also publishes its books in a variety of electronic formats. Some content that
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For more information about Wiley products, visit our web site at www.wiley.com.
Library of Congress Cataloging-in-Publication Data
Laut, Phil.
Wealth without a job : the entrepreneur’s guide to freedom and security beyond
the 9 to 5 lifestyle / Phil Laut and Andy Fuehl.
p. cm.
Includes index.
ISBN 0-471-65645-3 (cloth)
1. New business enterprises. 2. Entrepreneurship. 3. Job satisfaction.
4. Success in business. I. Fuehl, Andy, 1962– II. Title.
HD62.5.L38 2004
658.1'1—dc22
2004002226
Printed in the United States of America.
10 9 8 7 6 5 4 3 2 1
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C O N T E N T S
Acknowledgments ix
Introduction 1
Chapter 1 Earning the Income You Want from Work

You Love 11
Chapter 2 The Old Methods No Longer Work

in Today’s Economy 19
Chapter 3 What the Global Economy Means to You 27
Chapter 4 The Emotional Dynamics of Change 31
Chapter 5 Three Ingredients to Effective Change:

Awareness, Acceptance, and Action 61
Chapter 6 Your Recovery from a Good Upbringing 71
Chapter 7 Stop Wasting Your Energy 107
Chapter 8 Your Mind Is Not a Democracy 131
Chapter 9 Mental Flexibility for Peak Performance 159

vii
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viii Contents
Chapter 10 Overall Business Model 179
Chapter 11 Negotiation 185
Chapter 12 Secrets of Compelling Communication 193
Chapter 13 Learning to Sell the Easy Way 209
Chapter 14 Putting It All Together into a Plan 249
Appendix 263
About the Authors 267
Index 273
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A C K N O W L E D G M E N T S
W e extend our heartfelt thanks to the many people who have

aided and inspired us in the creation of this book:
Linda Konner, our literary agent, for her guidance and wisdom.
Jeffery Combs, for his ideas and example.
Debra Englander and the fine folks at John Wiley & Sons.
Joellen Handley, Andy’s sister-in-law, for her conscientious, thor-
ough, and speedy editing.
Richard Bandler and John Grinder, for inventing Neuro Lin-
guistic Programming (NLP).
Lisa Kitter, for her inspiring example.
Tony Robbins, for leading the way.
And our many students and clients, who enrich our lives in
many ways.
Phil extends his personal thanks to his sister, Lisa Van Rossum,
for her help in some dark times.
Thanks also to Jim Leonard for his good ideas.
Andy extends his personal thanks to his wife, Tamar, for love,
support, patience, and understanding through this entire process.
And thanks to:
Bob Proctor, for providing self-understanding that moves him
forward regardless of circumstances.
ix
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x Acknowledgments
Dr. Dolf de Roos, for his valuable time and guidance in real es-
tate investing and his friendship.
Elisabeth and Josef Fuehl, loving parents who provided core val-
ues, a good example, and too much else to mention here.
Douglas Raymond, my friend and coauthor of Why Wait—Selling
with Active Confidence.
Ashok Patil, for starting me on the quest to live life to the fullest
and being a great friend.
And Brad Hoeck, my friend and coauthor of my first book, Prof-
iting in Turbulent Times.
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I N T R O D U C T I O N
T his is a book about know-how.

If you are like most people, you have probably heard plenty of
instructions. Your boss, your spouse and family members, church
leaders, the advertising media, the government, and a wide variety
of financial advisors continuously offer advice. A common charac-
teristic of this advice is that it tells you what to do.
This book is different. It is our firm conviction that knowing
how to do anything is the essential element. If you only know what
to do but not how to do it, then you are left with trial and error as a
method for accomplishment. Trial and error greatly increases the
risk of doing anything new to the degree that many people accept
the limitations of the status quo rather than risking the action to get
the changes they want.
Entrepreneurship is not taught in the government-dominated
education system or in private schools, either. For this reason, most
entrepreneurs learn through baptism by fire—a method that can
be both expensive and time-consuming. We don’t presume to know
the exact business that is best for you. Instead, we will show you how
to discover your true purpose so that you can choose a business that
expresses your own values and calls forth your passion.
The difference in this book is that you learn how to do things from
the inside out—not just what to do. We refer to this as the real interior
decoration. We decorate our homes and our bodies in ways that
1
2 Introduction
please us. Why not decorate your mind (your internal reality) in ways
that please you? In ways that move you ahead, in ways that make your
work more meaningful than merely making money, in ways that bring
forth personal resources that you may not be aware of at this point?
We go beyond materialism in this book. Money can’t buy happi-
ness. The paradox is that poverty surely produces unhappiness,
anxiety, and dissatisfaction.
But we cover more than your personal psychology and mind-set.
After reading this book, you will understand the fundamental struc-
tural changes that have occurred in the economy that have de-
stroyed the once-common expectation that working for someone
else offers the possibility of improving your standard of living and
gaining financial security.
Earning the income you want from work you love: yes, that’s
what you’ll learn to do in this book. Although it may seem a distant
dream to you now, you will learn how to identify and then prosper
at work that is an expression of your true purpose.
We have taught courses about earning the income you want from
work you love in many parts of the world for quite some time. From
this experience, we can anticipate some of the hesitations that you
may have in using this material. Your mind may be saying something
like “I never thought of myself as an entrepreneur or a business
owner, so aren’t I just lying to myself by using this book?” This is an im-
portant question. Entrepreneurship is natural and instinctive. Most
kids do not have to be told about earning money, and many sponta-
neously open lemonade stands. What you are really doing by using
this material is returning to your instinctive method of earning an in-
come. We know it is a lie that you must rely on a single source or a job
for income. It is a big mistake to leave the decision of how much you
are worth to a corporate or institutional bureaucracy. Most jobholders
do not think about it this way, but in today’s job market, you are leav-
ing even the decision of whether you get paid to your employer.
People who earn lots of money from work they do not enjoy expe-
rience dissatisfaction because the money is never enough. They may
face credit card problems from attempts to find in consumption the
satisfaction missing at work. Yet people who enjoy their work but who
earn so little that they are continually beset by financial problems
sooner or later find that the problems overwhelm the enjoyment.
Work you love obviously possesses the potential of providing far
greater intangible rewards, such as joy in doing and the satisfaction
of contribution. Unless you are blessed with a trust fund to pay your
Introduction 3
bills, it’s essential to devise a way for the work you love to provide an
abundant income.
Earning the income you want from work you love ranks close to
good health, fulfilling personal relationships, and a clear conscience
as essential elements for a satisfying life. There is an infinite variety
of ways to earn the income you want from work you love. Deciding
how much income you want and choosing the work you love are per-
sonal determinations. Although we make suggestions about how you
might find answers to these questions, the final decision is up to you.
We have observed some important characteristics about wealthy
people, which we present here to get you more comfortable with
the prospect of greater wealth for yourself. A common observation
is that wealthy people are different. Yes, that’s right. However, the
money they possess is the smallest of these differences. What are
some of the important differences?
Wealthy people are decisive. This is because they have an enduring vi-
sion to guide their decisions and actions. This vision provides the
framework for making decisions quickly and free of second thoughts.
Wealthy people take prudent risks. Poor people tend to be domi-
nated by fear of loss or fear of making a mistake, so they rarely take
risks. Poor people seem to be willing to settle for the misperceived
safety of enduring struggle.
Wealthy people take responsibility. They do not blame their financial
situation on themselves or anyone or anything else. Instead, they
take the steps necessary to change their own thinking and behavior
to move ahead.
Wealthy people don’t work for money. Rather, they develop a self-
benefiting mind-set about money and receiving and do work that
suits them, motivated by their sense of accomplishment and service.
Wealthy people are good for the economy. They pay most of the taxes
and make most of the charitable contributions. If you have need of
a job, surely you wouldn’t ask a poor person to hire you.
Wealthy people do not rely on luck. Less than 2 percent of American
millionaires have inherited trust funds, and even a smaller percent-
age has won lotteries.
Wealth is voluntary. You have to sign up. Are you ready? If you
have had enough of living with the financial results of precondi-
tioned thinking about money and want to take a giant step forward,
then you are in the right place to succeed.
Psychology, particularly thoughts and feelings, is the focus of this
book. From more than 20 years of teaching people, in groups and
4 Introduction
individually, to earn the income they want from work they love, we
know that the obstacles that truly stand in the way are internal. These
obstacles are the result of limited conditioning learned during 20,000
meals with parents who gave conflicting messages about money. The
methods you will be learning here bring to the surface personal psy-
chological patterns you may have denied or suppressed. You will learn
to make profitable use of the energy and thinking that previously
stood in your way, turning stumbling blocks into stepping-stones.
Starting one’s own business has always been an option for peo-
ple wanting to take charge of their future and escape the trap of in-
come stagnation. Financial experts traditionally suggest a nest egg
consisting of six months to two years of expenses before quitting a
job to start a business. With the advent of wireless communications,
laptop computers, and the Internet, such a nest egg is no longer
necessary. Modern technology can empower you to start most busi-
nesses while you keep your job or if you are currently unemployed.
What to Do If You Are Unemployed

Here in my adopted hometown of Charlotte, North Carolina, I (PL)
belong to a Toastmasters Club with about 30 members. Half our
membership is entrepreneurs and the rest have jobs, at least until
they’re downsized. This happens to a couple of people each year. I al-
ways ask the newly unemployed person about his or her plans. “Find
another job,” they say. “Why?” I ask. “To pay the bills,” they respond.
We think you would agree that how much you are paid and even
whether you are paid is far too important a decision to leave to cor-
porate bureaucracy. If you are unemployed, then you can make a
better choice than these people. With this book, you are not just an-
other unemployed person. You have in your hands the information
required to start and build your own full- or part-time business.
Here is the road to financial security. No more vulnerability to in-
come loss because of the mistakes of others. The business owner de-
rives income from multiple sources—a structure that enhances
security. The business owner relies on his or her wits, initiative, and
creativity for income, a far more reliable source than any employer.
If you are unemployed, then take the best job you can find that
pays more than unemployment benefits. Once your unemployment
benefits have run out, this will be pretty easy to do. Make sure it is a
job that involves selling, so you gain or polish your selling skills.
Make it your goal to become the top salesperson in the organiza-
Introduction 5
tion within six months. At the same time, start using the informa-
tion and practicing the skills in this book to build an entrepreneur-
ial mind-set. During this period, start your own business, part time
at first, until you are ready to move to full time.
I (AF) worked in corporate America for more than 15 years at
Fortune 500 and Fortune 50 companies. I was climbing the corpo-
rate ladder to lead and manage global space and land-based
telecommunications programs with budgets in the range of several
hundred million dollars. I was the person responsible for develop-
ing the plans, bringing in the resources, getting team collaboration
from other groups, and managing the programs for success.
During the time I was working for a company, I always had the
urge to serve others through my own business. I was never quite
content with where I was and with what was happening around me.
I felt that being on my own could be much more satisfying. Then I,
not someone else, would be in control of my own destiny.
In the corporate world, I generated and saved the companies
hundreds of millions of dollars and received very little compensa-
tion in comparison. In addition, I dealt with many people who re-
ally hated their jobs and despised the company they worked for. At
times it was depressing to listen to these people, which made work-
ing for a company that much more challenging.
I continued to look for a better way. I always told myself that work-
ing for a company gave me security. This illusion of security was hold-
ing me back from achieving what I was really meant to do. Six months
prior to being laid off, I knew the company was in trouble. I thought
this would be the push I required to venture on my own. The safety
net would be removed and I would be forced to take action. So I pre-
pared for the moment with anticipation. I re-created my mind-set
about being on my own without a job. At first it was a bit scary and
sometimes even frightening, but I got over that quickly. I was facing a
big step: going from receiving a big steady paycheck whether I made
or saved the company money or not that week to having to go out and
sell myself on a daily basis. Now my paycheck would be based solely on
my efforts. That was a big change in thinking for me.
During those six months, I had to change my thinking and my in-
ternal representations for my new life that was coming. From different
books I had read and from working with Phil and many others, I
learned that I had to create the vision of what I wanted. I envisioned
what life was going to be like without a job. I created every detail
about what I wanted and what I was going to do. I improved the vision
6 Introduction
on a daily basis and made it more clear and detailed in my mind. I

wrote out empowering affirmations using the methods in Chapter 9
that would move me forward and clear my mind of chatter. By doing
this I was able to think clearly. I still was not sure what I was going to
do, but I knew that it would come to me at the right time.
I kept my faith and followed my heart. I read many different
books, listened to tapes, and went to seminars. I knew that by
changing my mind-set I would become the person I had to be. I re-
ally enjoyed the process, although it was not easy at times. Doubts
crept in that caused fear and anxiety. When I realized these were
imaginary, I let them go. I continued working on myself because I
knew that this was the path to my dreams. This felt empowering!
For the first time in a very long time, I really felt alive.
Two weeks prior to the layoffs, I cleared out my desk, preparing
for the moment just in case I was targeted. Actually I hoped that I
was. Finally the layoffs started—an ugly two-day period. But I was
mentally prepared to leave. My belongings were packed and my
mind was checked out. I was only waiting for the official word.
The first day, everyone who had been with the company less than
10 years was laid off. You could feel the tension in the air. I hoped it
would end quickly. Unfortunately, I had been with the company for
more than 10 years, so I had to wait until the next day. I had decided
that if they did not call me that day, I would volunteer to leave.
When my manager, the director of program management and engi-
neering, approached me and said, “Would you please come to my of-
fice? I would like to talk to you,” I knew what was coming.
I was excited because I knew from this point forward I would be
in charge of my life. I knew with certainty that it would improve dra-
matically. Even though I did not know specifically what I was going
to do, I was ready for the challenge and the change.
I went into my manager’s office. He began, “I’m so sorry, but we
have to let you go. We appreciate your many years of service, but
the economic times mandate we let you go, blah, blah blah. . . .” I
stopped listening. My mind was on the bright future I had envi-
sioned. I was ecstatic. I had a smile on my face from ear to ear and I
replied, “Thank you so much. You have no idea what you did for
me. You have removed the shackles that have been holding me
back. Thank you.” My manager looked at me as if I were psychotic.
He had expected me to break down; he did not expect me to be
happy. I knew the layoff meant nothing about me. In my mind, I
knew that I was worth much more than they were paying me. I con-
Introduction 7
sidered this a gift of freedom to earn the money I desired and do

what I love instead of what I have to do to survive.
My manager continued to apologize, saying “I feel sorry for you
that this had to happen this way.” I replied, “Don’t feel sorry for me.
This is the best day of my life. I feel sorry for you.” He looked puz-
zled and shocked. I continued, “You’re still here and have to deal
with the aftermath.” This is not what he expected! Then I asked
him, “How fast can I get out of here?” Off we went to human re-
sources to process the paperwork.
The story was similar at human resources. They too apologized
and felt sorry for me. When I said the same things I had said to my
manager, the human resources person got nervous. He thought I was
losing my mind. He could not understand how anyone could possibly
be so happy about being laid off. I had fun with that person, as well.
When I passed the security gate and entered the parking lot, I
was more relieved than I ever had been. The shackles were off; I felt
free. I knew that what had happened was meant to be and that life
from that point forward would not be the same. It was going to be
much better. My mind was clear and there was no chatter.
Doing what I had to was finally over; I could make a fresh start.
When I arrived at home with my box beneath my arm, my wife,
Tamar, knew exactly what had happened. I said, “Tonight we are go-
ing out to celebrate my new freedom.”
Job loss is devastating. 100 percent of my income disappeared
overnight. I am very grateful that I used the methods in this book
during the months that followed. I have compassion for those of my
former colleagues who were laid off at the same time (three years
ago), but remain devastated by their loss. Despite the intense object
lesson in the instability of working for someone else, many of these
people still are seeking jobs to produce income.
At first I felt disoriented by my newfound freedom. This lasted
only a short time until I began systematic use of the methods in this
book. I had already established my purpose in life. Now I was free to
express my own purpose—rather than that of my former em-
ployer—through the goals I chose. Just as important, I was free to
choose my business associates instead of accepting those whom the
company had provided.
Since my involuntary departure from corporate America, I have
published my first book Profiting in Turbulent Times, have written this
book with Phil, and am working on another partnership with Dolf
de Roos. Dolf is the author of the bestseller Real Estate Riches. He
8 Introduction
and I spent about six weeks together over the period of a year. Dur-
ing this time, I had the privilege of watching him review hundreds
of possible real-estate purchases and observing the procedures he
uses to create wealth. Moreover, I learned and wrote about his un-
derlying mind-set and unconscious awareness. While less obvious,
these internal ingredients are just as essential to his spectacular suc-
cess as the tangible procedures. For this reason, our upcoming
book is entitled, Revealed: Hidden Strategies of a Real Estate Tycoon.
Now, I am well on my way to becoming a real estate tycoon myself.
In addition, I have three other books in the works. My consulting
business has grown and I have the privilege of combining talents
and abilities with Phil to deliver Trainings and products which help
people quickly and permanently overcome their obstacles.
Since becoming unemployed almost three years ago, I have be-
come a millionaire. It has been a delightfully challenging transition. I
repeatedly used the methods in this book to overcome the psycholog-
ical obstacles that often paralyze other people. I do not mention this
to impress you but to impress upon you what you can accomplish.
We believe this story is important to those of you who are con-
cerned about job security—and rightfully so. This book will prepare
you to take the next step and move beyond dependence on a job.
There is much more to life than working for someone else. Mind-
set is the key issue to success. Our thoughts and internal focus di-
rectly create results. I’m not suggesting you quit your job tomorrow.
Rather, prepare yourself for the greater things you are capable of.
When you have the proper mind-set, you will take the necessary ac-
tion to express your purpose in life.
The Organization Man is dead. People who place help wanted
advertisements confide that the stack of resumes they receive in re-
sponse to each ad is too overwhelming to even glance at all of
them. They grab an arbitrary handful of 25 or so for examination
and throw away the rest, sometimes hundreds. Anyone over 45 (es-
pecially if white and male) engaged in an involuntary job search is
certain to be looking for a very long time. Then there is the de-
pressing discovery that salary offers are lower than the job that was
left, even though pointing this out may not be politically correct.
A so-called side business can offer benefits far beyond the in-
come that it produces. Some of these benefits are:
• It can be a prudent first step toward a full-time business of
your own.
Introduction 9
• It can increase your job satisfaction by reducing dependency

on your job.
• It can be a risk-free way to learn a new occupation.
• It can be a way to discover if you would enjoy some new
occupation.
• It can be a way to grow and expand your mind, discover your
true potential and who you really are.
Additionally, the fact that job security has disappeared means
that you are likely to be in the job market several times during a ca-
reer, sometimes willingly and other times not. “No jobs will be lost
as a result of this merger” has replaced “The check is in the mail” as
the cliché falsehood.
In this book you will learn essential entrepreneurial skills that
will aid you in your own business, in job advancement, and in job
search. Most people discover that business ownership is very, very
different from employment. In a job your success depends on how
good you are at what you do; in your own business your success de-
pends on how good you are at business. With a job there is some-
one to tell you what to do and someone to motivate you. An
internally generated purpose is less important than willingness to
surrender to the company purpose. The process of receiving and
expanding income is somewhat remote in a job. If, as an employee,
your pay is automatically deposited in your bank account, then the
experience of receiving money is more distant and abstract than in
your own business, where customers pay you directly.
The biggest difference, however, is the degree of emotional and
psychological involvement in the actual production of income. With a
job, it is easy to conclude that others determine your pay and that ex-
traordinary performance may or may not produce increased income,
especially in the near term. Your personal involvement with the cre-
ation of your income in a job is far more operational and behavioral
than emotional and psychological. Owning your own business
changes all of this. It quickly becomes profoundly evident that your
own consciousness about money is intimately related to your income.
Issues such as unconscious dependency, resentment of rich people,
motivation by disapproval, fear of rejection, fear of loss, and others
come to the fore in ways they never would in a job.
How to make the internal emotional and psychological adjust-
ments required for entrepreneurship is a topic that is not covered
anywhere by the educational system. School produces expectations
10 Introduction
of a job. In school other people made goals for you. In school other
people told you what time to do things. Schools have a well-defined
measurement system, and someone else lets you know how you are
doing. On tests all you must do is pick out the correct answer from
alternatives offered (rather than creating your own solutions).
Time is of the essence. The essential challenge of learning entre-
preneurship is whether you can learn how to do it successfully before
you go broke. You have in your hands the source of the tools that will
speed your learning. The emotional and psychological changes the
methods in this book create for you will put an end to your struggles
and move you forward far more quickly than you may have imagined.
This is a book you will read more than once. Sprinkled through-
out are very important methods to move your mind immediately to
building an entrepreneurial mind-set. Act on these methods as you
read, rather than waiting until you have completed the entire book.
The methods are indicated by the symbol shown in Figure I.1.
FIGURE I.1
When you see this symbol, complete the method immediately be-
fore continuing. These methods were designed and placed in each
section intentionally to assist you in producing your desired success.
Skipping the methods altogether will limit the value of this book to
what you paid for it. However, actually engaging your mind so that
the changes these methods make for you do occur produces limit-
less value. The choice is yours.
We placed the first method in the appendix so as not to inter-
rupt the flow of the book at this early stage. It is entitled “How to
Feel Better Instantly without Years of Therapy.” Do this exercise now.
Specifically, you will learn to put events which have upset you in
the past into the proper perspective so they no longer affect your
productivity. You will learn to access the infinite power of your cre-
ativity whenever you want it, instead of passively waiting for inspira-
tion. You will have a consciously declared purpose for your life that
integrates your activities and provides the motivation necessary to ac-
complish things you never thought you could.
ccc_laut_ch01_11-18.qxd 7/8/04 12:22 PM Page 11
EARNING THE
1
C H A P T E R
INCOME YOU WANT

FROM WORK YOU LOVE
Discover devastating effects of doing work you don’t like, just for
the money. Work you don’t like may feed you, but it will never
nourish you. Working just for the money produces people who feel
cheated, people who know the cost of everything and the value of
nothing. Earning the income you want from work you love is an
act of defiance—it defies both parental conditioning and societal
conditioning.
F inancial success means earning the income you want doing work
you love. One without the other falls short. Earning the income you
want from work you don’t like greatly reduces your satisfaction and
enjoyment.
All of us know people who spend 40 or so hours per week work-
ing in an office, where they lift nothing heavier than file folders and
telephones. On Friday they go home for the weekend moaning
about how tired they are and how hard they have been working. On
Saturday they play a vigorous tennis match for two hours, expend-
ing more energy than they did all week long. Yet after the tennis
match, they say they feel invigorated—tired but invigorated.
Obviously there are two kinds of tiredness. The stress kind of
tiredness results from the work of holding in our feelings. In this
case it is the feelings about the work we don’t like. Five hundred
years ago, most people were killed by microscopic organisms, pri-
marily smallpox, plague, and influenza. Today stress-related dis-
eases, primarily heart disease, cause most deaths. The exertion kind
11
12 Earning the Income You Want from Work You Love
of tiredness is far healthier and results from expending mental and

physical energy in ways we enjoy.
Doing the work you love must produce a sufficient income. Oth-
erwise, sooner or later, you will feel helpless. People in this situation
often are quite skilled at their profession but don’t possess the busi-
ness skills required to turn talent into a reliable and abundant cash
flow. Such people sometimes are referred to as starving artists. Un-
fortunately, the stress and uncertainty associated with meeting fi-
nancial obligations disrupts focus on work and can transform even
the most satisfying occupation into drudgery.
What Change May Be Like for You

Change is almost always scary—even change for the better, because
it intensifies the basic fear of the unknown. It follows then that fear
is the cause of procrastination. No matter how unacceptable your
current situation may be, it’s known to you. Anything different is
not. For this reason, moving forward and making progress toward
your goals is supposed to feel uncomfortable. Change does not have
to be agony, but it certainly will activate uncomfortable feelings.
Remember the Dilbert cartoon that says, “Change is good. You go
first”? Fear is chronically linked to change. Unacknowledged fear
causes procrastination. At the beginning of an important project,
there is fear of failure or fear that you will not be able to reach com-
pletion. Toward the end of the project, as success gets closer and more
certain, the emotional experience tends to shift to fear about what
success may mean. Expect to feel a little uncomfortable about making
changes. The discomfort is natural and does not mean that you are
doing something wrong. A compulsive desire for emotional comfort
can defeat your desire to make the changes you want, if you allow it to.
Misperception of Risk
Most of us realize that change involves risk. The status quo involves
risk, too, although that risk is much less noticeable. The current sta-
tus quo once represented a change from whatever came before it.
However, we naturally perceive the risks associated with change to
be greater than those of the status quo. Risk is a subjective percep-
tion, which cannot be quantified. Figure 1.1 illustrates how most
people’s perception of risk is distorted. It is different depending on
whether we are contemplating a change to a new situation or con-
templating the status quo.
Misperception of Risk 13
FIGURE 1.1 Misperceptions of Risk
When we contemplate any new situation, we tend to magnify the

risk. This isn’t logical. Our biggest fear is of the unknown, even in
cases where there is no danger. In situations that we have been ac-
customed to, our minds tend to minimize the risks. In other words,
we perceive risk by looking through the large end of the telescope.
It’s not necessarily bad that our minds do this. However, if you are
not aware that your mind is doing this, any change is going to seem
to be so risky that you will never attempt it.
But risks must be taken. Playing it safe may be the riskiest strategy
of all. People who risk nothing may avoid pain and disappointment
temporarily, but they don’t learn, feel, change, grow, love—live.
Chained by their fear, they are slaves, having forfeited freedom.
It’s quite possible that any change—getting married or divorced,
moving to another city or changing careers—will appear to be riskier
than maintaining the status quo. In terms of job security, having a job
may appear less risky than having your own business, but this percep-
tion may be distorted by the risk telescope shown in Figure 1.1. One
common perception is that having a job in the private sector is more
risky than a career in the military. In 1968 I (PL) left the military to
attend graduate school and got a job in the computer business. By
the early 1990s career military people were being phased out of the
service due to force reductions. In 1976 I left my job at a major Amer-
ican computer manufacturer to start my own business. Most people
would perceive having your own business as much riskier than having
a job. By the 1980s the computer manufacturer had laid off more
than 30,000 of its workers. These are both examples of mispercep-
tions of risk.
Owning your own business transforms you into a capitalist. If you
have always had a job in the past, then your participation in the cap-
italist system has been as a provider of labor. As a business owner,
you negotiate for yourself on a frequent basis; you decide which peo-
ple to hire and fire; and you invest your capital, your time, and your
energy. Most important, you must sell to your customers the prod-
ucts and services you provide. In today’s world of downsizing, tem-
porary jobs, and part-time employment, even people who stay in the
job market are pretty close to entrepreneurship anyway.
Use Technology to Speed Up and to Multiply Your Work

If you are still a technophobe, get over it. Technophobia is expen-
sive, and today’s computers are friendly enough that anyone can
learn. Today computer literacy is taken for granted. Surveys show
that people with a home-based business who do not use a personal
computer make an average income of $40,000, while those who use
personal computers make an average income of $69,100 per year.
Even if these surveys are wrong, you can purchase a personal com-
puter today and learn how to use it for a lot less than the $29,000
difference between these averages.
Do Work You Love

Nothing can compare to performing work you love. Most of us
spend 40 or more of our approximately 100 waking hours every
week providing an income for ourselves and our family. Other than
the possible exception of good health, doing work you love will do
more to increase your enjoyment and satisfaction in life than finding
the ideal mate, winning the lottery, or owning your dream house.
Work you don’t like can never provide the satisfaction that
makes life enjoyable and worthwhile. Work you don’t like may pro-
vide an abundant income, but it never seems to be enough, because
the income represents such a meager return on the struggle and
self-denial you invest to create it.
Work you don’t enjoy fails to provide the sense of satisfaction
that comes from the joyous accomplishment derived from favorite
hobbies. Without this, no amount of pay is ever enough. Life is
mostly process and a little bit of outcome. If the process is not en-
Do Work You Love 15
joyable, then the outcome cannot be. Working just for money pro-
duces people who feel cheated, people who know the cost of every-
thing and the value of nothing.
Doing work you don’t like leaves you obsessed by results. With-
out enjoyment of the process, no success ever seems enough. Each
failure, even temporary setbacks, becomes intolerable. Work you
don’t like is the functional equivalent of high-paid slavery.
Work you don’t like may feed you, but it will never nourish you.
Compulsive spending is a common futile attempt to satisfy this
hunger. If your current work doesn’t satisfy you and doesn’t include
expression of your creativity and important values, you may try to
fill these needs by buying things. Advertisers use this tendency by
trying to convince you that your life will be better if you were to
switch to a particular brand of beer or car.
Work you don’t enjoy also has negative effects on your loving re-
lationships. If you arrive home on Friday after a week at work you
don’t like, then you will feel you have made a sacrifice, have little
left to give, and thus expect your spouse to take care of you. If both
members of a couple are doing this, the relationship soon becomes
a hollow shell without much energy for each other.
Working just for the money eventually twists a person’s view of
him- or herself and his or her worth. In such a distorted and materi-
alistic value system, a successful person is one who can earn money
faster than his or her family can spend it.
Determining the income you want requires independent think-
ing because you cannot judge from appearances. Some folks use
their wealth (or high credit rating) to impress others. They strug-
gle to make the mortgage payment on a half-million-dollar home
and the lease payments on two luxury cars. Conversely lots of mil-
lionaires live in ordinary houses and drive secondhand Chevys.
The value system of conspicuous consumption comes up empty,
because there never seems to be enough. In some cases, people
who realize there is never enough to be satisfied conclude “that
there is no reason to try to get any more.” If this is your situation,
you’ll achieve both higher income and more satisfaction by choos-
ing work you love that supports your purpose beyond gaining the
approval of others.
Work you love will make you more alive, healthier, more enthu-
siastic, and therefore more successful. Work you love provides an
outlet for your creativity and permits you to express your important
values. It possesses an intrinsic satisfaction independent of your ex-
ternal success or financial results. Unless your chosen work is very

strenuous physically, you can look forward to doing it as long as you
want to, instead of counting the days until retirement.
But even with work you love, a balance is required. Sixty hours
per week at work you love will burn you out, just not as quickly as 60
hours per week at work you don’t like.
The possibility of actually deriving income from an activity you
find pleasurable may be an alien concept for some. You may be im-
prisoned by views that associate work with struggle and unpleasant-
ness—thinking it is necessary to do a lot of what you don’t like in
order to get a little of what you do like. If you look around, you can
find someone who derives income from just about any activity you
can imagine. You have the choice to do something more suited to
your personality and talents.
Work you love isn’t completely free of stress and frustration.
Professional golfers sometimes curse and bend a club over their
knees. However, the personal passion and satisfaction from work
you love eases and speeds the recovery from any setback.
Clearly it is impossible to suggest a single method of identifying
a perfect career that will work for everyone, because there is such a
wide variety of starting points on the issue of career satisfaction. We
authors are not suggesting you quit your day job as soon as you fin-
ish reading this book to become an aspiring actor, business owner,
self-employed accountant, landscape artist, or something else. This
book will show you several ways to make the transition with far less
risk than abruptly quitting your day job.
You can reduce the difficulty of transition with a “test drive” of
your intended new career while keeping your day job. Do this either
by accepting a part-time position or by giving away your services to
see how you like it. Just because you enjoy playing golf doesn’t mean
you will enjoy teaching golf, for example. If you intend to purchase a
restaurant franchise or a picture-framing store, then take a part-time
position in such a place to see how you like it first.
Staying in a Job
Across-the-board salary increases are a thing of the past. It doesn’t
matter whether you are an accountant, baker, chemist, doctor, or
zoologist; your advancement will depend far more on your ability to
sell yourself and your organization than your occupational compe-
tency within your field. If you intend to remain as an employee in
Staying in a Job 17
today’s turbulent job market, the entrepreneurial skills in this book

will be extremely useful, both in securing advancement in your cur-
rent company and in a job search, should one be required.
As an employee, you create your greatest success by making your
boss a hero in the eyes of his or her boss. Do this repeatedly and
you will move up rapidly. The skills of negotiation, selling, and plan-
ning that this book teaches will help you greatly in moving up in the
organization of current and future employers.
Moving yourself to earning the income you want from work
you love is a process that will occur over time. Here are seven
helpful hints that will get you started immediately and accelerate
your progress.
1. Beware of addictions. Bad habits cost you twice. The worse the
habit, the greater the cost. Stop wasting both your energy
and your money by giving up your worst habits now.
2. Stop complaining. Don’t wait until you feel grateful to start giv-
ing thanks.
3. Stop hanging out with negative people. Do everything possible to
minimize your contact with the naysaying, hopeless victims of
the world who (well meaning or not) sabotage and enfeeble
your efforts to improve.
4. Stop listening to music with negative lyrics. This rules out most
country western and most rap.
5. Accept your feelings. It is OK to have them. If you fight against
them, then they have you. They don’t mean anything. In par-
ticular, they don’t mean anything about you. They are like in-
ternal weather.
6. Realize that your parents did not give you useful training about
money. It’s not their fault, and it’s your responsibility to give
yourself the proper training.
7. Live below your means. Money is better used to express your
true purpose than to impress others.
The next two chapters deal with the current economic situation
and trends related to prospects for your income in the United
States and the European Community. If you detest economics, you
may jump ahead to Chapter 4, but you’ll miss the explanation, not
available in the financial press, of why even dual-income families
find it difficult to make ends meet.
THE OLD METHODS

2
C H A P T E R
NO LONGER WORK
IN TODAY’S ECONOMY
Learn the nasty truth about jobs and wages. American wages
have been declining in purchasing power for more than 20 years.
If the American dream is to do better than your parents, then the
prospects of fulfilling this dream with a job are far slimmer than
they once were.
This chapter offers a brief historical perspective of today’s
economic conditions to inspire you with a sense of urgency.
F igure 2.1 presents a startling graph showing the purchasing

power of the average weekly wage income of the American worker,
adjusted for inflation, since 1959.
Here you can see the gradual decline in real wages since 1973.
(Real wages are adjusted for inflation and thus reflect purchasing
power.) Despite the fact that current dollar wages have been in-
creasing, these gains have been outstripped by inflation since 1973,
resulting in a gradual decline of purchasing power of about 1 per-
cent per year. People are earning a little more each year, but each
year it buys a little less.
The growth in the economy in the last few years has been ac-
complished not by higher wages for workers but rather by a signifi-
cant increase in the number of workers (mostly young mothers), so
that each worker gets a little smaller piece of a much larger pie. On
the graph, you can see that in the last two years, there have been
small increases, but not nearly enough to recover earlier losses. The
recent gains occurred during a time when the overall economy ex-
19
20 The Old Methods No Longer Work in Today’s Economy
320
310
Purchasing Power of Wages ( in $)
300
290
280
270
260
250
240
1959
1961
1963
1965
1967
1969
1971
1973
1975
1977
1979
1981
1983
1985
1987
1989
1991
1993
1995
1997
1999
2001
Year
FIGURE 2.1 Average American Wages, Adjusted for Inflation

Source: Council of Economic Advisors, Report to the President 1993, 1996,
and 1998 (Washington, DC: U.S. Government Printing Office, various
dates).
perienced previously unknown peacetime growth rates, which most

economists consider to be unsustainable.
Just because the purchasing power of the average income is de-
creasing doesn’t mean that you are required to participate in this
trend. In the next chapter you will learn the importance of the
globalization of the world economy. Later chapters explain skills
you can learn and steps you can take to ensure that your income
does not follow this decreasing trend.
The decline of incomes in America is rarely discussed publicly.
Politicians don’t address it lest they be asked for a solution. Corpo-
rate leaders don’t address this topic because lower wages increase
their bottom line. Labor leaders, usually the champions of in-
creased income for all workers, don’t address the decline in income
lest their powerlessness to prevent it in the first place becomes evi-
dent. Income decline, although experienced by many, is discussed
by almost no one.
One clear response to the wage decline has been a larger per-
The Economy and the Media 21
centage of women with young children entering the workforce.

(See Table 2.1.)
Clearly, everyone benefits from equal employment opportuni-
ties for women. Freedom for women to enter the workforce in
greater numbers and earn greater incomes than ever before must
be a sign of economic vitality. That many dual-income couples find
it necessary for both people to work just to make ends meet can
hardly be a sign of economic well-being.
The Economy and the Media

The economy always has been a prominent topic in the news me-
dia. In contrast to the media practice of focusing on bad news such
as wars, natural disasters, and accidents, the focus is different when
it comes to economic news. Positive economic news gets more cov-
erage than negative. For example, here is an article from the Asso-
ciated Press reprinted in its entirety.
FED THINKS JOB MARKET MAY NOT RECOVER TILL ’05
Washington—The Federal Reserve policymakers expressed
concern at their October meeting that the battered job mar-
ket might not fully recover until at least 2005 even if the eco-
nomic recovery grew stronger, according to minutes
released Thursday of the discussion. That concern was one
reason Fed Chairman Alan Greenspan and his colleagues
who set U.S. interest rate policy held a main short-term rate
at a 45 year low of 1 percent and suggested rates might stay
in that range for a “considerable period.”
“Members generally anticipated that an economic
TABLE 2.1 Percentage of Women with Child

under Six Years Old in the Labor Force
Year %
1960 18.6
1970 30.3
1980 45.1
1993 59.6
2003 70.0
Source: U.S. Congressional Children’s Caucus.
performance in line with their expectations would not en-

tirely eliminate currently large margins of unemployed la-
bor and other resources until perhaps the latter part of
2005 or even later,” according to minutes of the Federal
Open Market Committee’s Oct. 28 meeting.
Copyright © 2003 by Associated Press. Reprinted with permis-
sion of the Associated Press
This article appeared on page 3 of the Business Section of the

Charlotte Observer on December 12, 2003. That same day the front
page carried a much longer article about the positive outlook for
North Carolina furniture companies in 2004.
The U.S. Stock Market—Psychology and Prognosis

Starting in the mid-1980s, a combination of events contributed to a
pronounced and sustained increase in the value of equity shares
traded in the U.S. stock market. (See Figure 2.2.) Figure 2.2 shows
the monthly closing price of the Dow Jones Industrial Average
(DJIA) from 1965 to 2003.
14 000
12 000
10 000
8000
6000
4000
2000
0
Oc t-66
No v-67
De c-68
Ja n-70
Fe b-7 1
Mar-7 2
A pr-73
Ju n-75
Oc t-79
No v-80
De c-81
Ja n-83
Fe b-8 4
Mar-8 5
A pr-86
Ju n-88
Oc t-92
No v-93
De c-94
Ja n-96
Fe b-9 7
Mar-9 8
A pr-99
Ju n-01
Sep -65
Ju l-76
Aug -77
Sep -78
Ju l-89
Aug -90
Sep -91
Ju l-02
Aug -03
May -74
May -87
May -00
FIGURE 2.2 Dow Jones Industrial Average 1965 to 2003

Source: Adapted from data from Yahoo.com.
The U.S. Stock Market—Psychology and Prognosis 23
Major companies began phasing out defined benefit pension

plans in the mid-1980s. Under a defined benefit pension plan, an
employee of a company is guaranteed a defined lifetime pension,
calculated on his or her years of service and salary earned. The
companies, as guarantors of these pension payouts, deposited cash
with a life insurance company or other financial institution that
served to manage these pension funds. These institutions invested
the funds and paid the retirees. Each year the companies calcu-
lated how much they must contribute to the pension plan based on
the rate of inflation and the demographics and retention rate
within its workforce.
Some major companies are behind in their contributions to
their pension plans to this day. You can determine this amount for
any company by looking at the unfunded pension liability on their
balance sheets. The pension funds were strictly regulated in re-
gard to what investments they could make with the funds they
held in trust for the future retirees. Most had to be invested in
bonds or other fixed-income securities, and only a small portion
could be placed in the stock market—and then, typically, only in
blue-chip stocks.
Seeking ways to reduce this pension expense, most large compa-
nies shifted from defined benefit pensions to defined contribution
pensions, which are the schemes most prevalent today in the private
sector, with the ubiquitous 401(k) plan. This shift resulted in a big
increase to the amount of money flowing into the stock market.
The money held in the pension funds is now managed by the em-
ployees themselves, who hold it in trust for themselves until retire-
ment. With the restrictions that prevented retirement savings from
being invested in the stock market gone, 401(k) money poured into
the stock market. Buoyed by a booming economy, the dot-com
craze, and this new and enduring influx of cash from retirement
savings, that had traditionally gone to the bond market, the stock
market as characterized by the Dow Jones Industrial Average
(DJIA) more than tripled. Employees put their retirement savings
into mutual funds that invested primarily in the stock market and
forgot about them, except to watch the growth in portfolio value
each quarter. “Buy and hold” became an investment strategy that
anyone could win with. Many new investors realized unprecedented
gains with little or no understanding of the market, business, or ac-
counting. Stock market success seemed deceptively easy.
In 1999 the dot-com bubble broke. In 2001 the war on terror
began (more on this later), as did accounting scandals in a score of

major U.S. industrial companies. The Dow Jones Industrial Average
lost 25 percent of its value from 2000 to 2002. The technology-
laden Nasdaq Composite average lost more than 50 percent.
Conflicts of interest in brokerage firms were revealed in 2002,
calling into question the validity of professional market research.
Although these conflicts of interest came as a surprise to some, they
are nothing new. They were first exposed to the public in a book
that is a must-read for anyone even considering the stock market.
Where Are All the Customers’ Yachts? by Fred Schwed, published in
1940, explains that the basic conflict in a brokerage company is be-
tween its investment banking arm and its research arm. This con-
flict results in research recommendations to the public to advance
the interest of the investment banking arm—known in Wall Street
vernacular as “talking the book.”
It is unwise to count on a broad stock market comeback with
sustained double-digit annual growth anytime in the next 5 to 10
years. The war on terror has placed a significant and long-term
cloud of uncertainty on the economy.
Prolonged Low-Intensity War—Not Favorable to

Stock Market
Surely no one expects the war on terror to be anything like the Gulf
War. It will be much more similar to the Vietnam War, except
tougher. “Find the enemy” has forever been the first essential to mil-
itary victory. It is impossible to win any armed conflict if the enemy
cannot be found. Our inability to precisely locate the enemy in Viet-
nam caused the war to drag on for almost 10 years of frustration that
deeply divided America. During this period (1965 to 1973), the Dow
Jones Industrial Average showed no growth. (See Figure 2.3.)
This economic result, combined with the political result of the
Vietnam War, leads to the conclusion that Lyndon Johnson’s guns-
and-butter strategy failed to produce sufficient quantities of either.
Characterizing the War on Terror

The war or terror can be characterized more accurately as a war on
Muslim terror. Such a characterization may not be politically cor-
rect, but you can be pretty sure that the FBI and other intelligence
agencies are not busy looking for Presbyterian terrorists or Amish
Characterizing the War on Terror 25
1100
1000
900
800
700
600
500
400
Sep-65 Sep-66 Sep-67 Sep-68 Sep-69 Sep-70 Sep-71 Sep-72 Sep-73
FIGURE 2.3 Dow Jones Industrial Average during the Vietnam War
Source: Adapted from data from Yahoo.com.
terrorists. Islam is the world’s fastest-growing and second-ranked re-

ligion; the Muslim world represents a vast sea of people for terror-
ists to hide in.
In the Vietnam War the challenge was to find the enemy among
a population of 70 million in an area the size of New Mexico. Com-
pare that with searching for a small number of extremists among a
population of more than a billion people stretching across eight
time zones, from Indonesia to Morocco.
The war in Iraq is only an early skirmish in the war on terror.
Even if an ideal outcome results in a democratic government there,
remember that Iraq contains only about 2 percent of the world’s
Muslims. Clearly Iraq is a better place following the war. But this is
not saying much. Any country would be improved by the elimina-
tion of widespread murder of its citizens, not to mention systematic
torture and rape as expressions of government policy. Whether this
improvement wins over the hearts and minds of a significant num-
ber of the world’s billion Muslims remains an open question.
Public awareness that the war on terror will be both difficult and
prolonged has only just dawned. This lack of recognition is re-
flected in forecasts of broad-based improvement in stock prices in
the near future.
The stock market will continue to present attractive opportuni-

ties for the investor with a sharp pencil and a strong stomach.
However, the days of broad-based, double-digit annual gains expe-
rienced in the final decade of the twentieth century are over. To
profit in the stock market over the next 10 years, very different
skills are required from those that grew portfolios earlier. Buy and
hold won’t work anymore. You must be prepared to buck the
trend, to do your own research on individual stocks, to pay careful
attention to timing, and to admit errors quickly. Most people are
not interested in going to all this trouble and expenditure of time;
for them, their own business will be a far more reliable and satisfy-
ing producer of wealth than the stock market.
WHAT THE
3
C H A P T E R
GLOBAL ECONOMY
MEANS TO YOU
Today events on the other side of the world affect your paycheck
and your prospects. The globalization of the economy has created
a single worldwide standard for industrial productivity. Freer
movement of goods and services across national borders places
all American workers in competition with wage earners in very-
low-income areas. An overall increase in income from American
jobs is very unlikely any time during this generation because cap-
ital and technology are far more portable than labor.
T he press started talking about the global economy in the late

1980s as if it were a recent invention. Yet Marco Polo returned from
China with silks and spices in 1275; Spanish gold doubloons circu-
lated freely in China in the 1500s; French champagne has been
served at stylish American weddings for centuries; we have been
drinking imported coffee, tea, and liquor since before anyone can
remember. Nevertheless, the American economy has become much
more global since the 1970s.
Figure 3.1 shows how the reduction in American tariffs has re-
sulted in significant increases in international trade as a percentage
of the total American economy. Globalization became much more
prominent in the mid-1970s, about the same time as the purchasing
power of wages of Americans began to decline.
With the exception of the World War II years, trade has repre-
sented slightly more than 10 percent of the U.S. economy since
the 1930s. This trend continued until the 1970s, when trade as a
27
28 What the Global Economy Means to You
25.0
20.0
15.0
Trade Rate
Percentage Tariff Rate
10.0
5.0
0.0
1959
1961
1963
1965
1967
1969
1971
1973
1975
1977
1979
1981
1983
1985
1987
1989
1991
1993
1995
1997
1999
2001
Year
FIGURE 3.1 Globalization of the U.S. Economy since 1959

Source: Statistical Abstract of the United States and Historical Statistics of the
United States (Washington, DC: U.S. Government Printing Office).
percentage of the national economy began a gradual increase to

beyond 20 percent.
An important consequence of economic globalization is the cre-
ation of a worldwide competitive standard. In the 1960s the bench-
mark for General Motors was staying as competitive as Chrysler or
Ford Motor Co. Today that is not good enough. Globalization has
raised the standards across the board. American industries that
measure up to the new higher standard, such as entertainment and
computer software, prosper greatly. The rest struggle to hang on to
their market share by merging with each other. On average, this
consolidation has resulted in the gradual decline in purchasing
power for the wage earner discussed in Chapter 2.
The move from the National Finals to the World Business
Olympics is much more than simply an enlargement in scope. Capi-
tal and most products (and some services) are portable. Labor is
less portable. Although the desire of Third World residents to work
in the West is substantial, there seems to be no reciprocal desire on
the part of North Americans or Western Europeans to relocate to
the Third World. Thus, we see textile plants closing in the South,
computer help desks closing in Silicon Valley, while downtown De-
troit is an urban wasteland.
What the Global Economy Means to You 29
Even an eventual reversal of the trend toward globalization will

not result in a return of American wages to the purchasing power
levels of the 1970s. There are two reasons for this. One is that al-
though sentiment for political, and to a greater degree economic,
isolation is never very far beneath the surface in America, isolation
movements historically generate more noise than widespread sup-
port. That freer trade contributes to the prosperity of everyone is
accepted as fact in political and economic circles today.
The second reason is that there are many places in the world
where wage rates are a lot lower than in the United States and the
European Union. Although there have been recent increases in the
purchasing power of American wages, a long and continued up-
ward trend in wage rates is very unlikely simply because there are so
many places where wages are lower. (See Table 3.1.)
In Western Europe, a general sustained upturn in the pur-
chasing power of wages (except possibly in Britain) is unlikely.
Throughout the rest of Europe, persistent unemployment rates
exceeding 10 percent almost everywhere will stand in the way of
widespread wage increases.
TABLE 3.1 Manufacturing Wages 1996

Index USA = 100
Belgium 147
Denmark 137
Europe 125
Japan 119
Italy 102
United States 100
Canada 94
Australia 93
United Kingdom 80
Ireland 80
Spain 75
Singapore 47
South Korea 46
Taiwan 33
Mexico 8
Source: Statistical Abstract of the United States
1998 (Washington, DC: U.S. Government
Printing Office).
30 What the Global Economy Means to You
There are no reliable data about the wages in Communist

China. However, a visit to your local discount store will turn up silk
shirts for $25 and AM/FM portable radios, with headphones (bat-
teries not included), that work quite well for $5, both made in
China. It is probably impossible to determine the wages of the peo-
ple who made these things. Common sense says they can’t be very
much, perhaps slave level.
To a significant extent, the cause of the decline in income in the
United States is irrelevant. Whether the statistics accurately de-
scribe reality is somewhat irrelevant, too. For many people the free-
dom and joy of self-determination and self-expression that they
reap from their own business far exceeds the value of even a lot
more money from a job.
The remainder of this book is designed to equip you to meet
the economic challenges that are the legacy of the economic devel-
opments just described.
Entrepreneurial skills will aid you in your job search, should you
choose to continue as a wage earner in the unstable job market, be-
cause you will be more competent and confident selling yourself.
Obviously, the skills you are about to learn also will aid you greatly if
you choose to start a side business to augment your current income
from wages or to launch your own business full time.
THE EMOTIONAL
4
C H A P T E R
DYNAMICS OF CHANGE
Taking responsibility is the first step to personal empowerment.

Get yourself ready for change by learning to use the Optimal
Learning State and the Five Essential Principles for success.
Understand the emotional dynamics of change that we all expe-
rience, why change is always at least a little uncomfortable,
and why humility and patience are essential when making
changes. Change is always scary, producing fear of the un-
known. Misperceptions of risk can make you feel trapped. How
do you motivate yourself? Even if your answer may be “not very
well,” you’ll discover you don’t need more motivation, but
rather different motivation.
Cause and Effect

In order to truly achieve all the success that you desire, you must
take complete responsibility for every result you get. This is a
far more attractive proposition than it may seem at first. Look at
Figure 4.1.
The expression states that cause is greater than effect. What
does this really mean? When living our lives on the effect side of the
equation, we are not taking responsibility for our results. We tend
to blame others, our environment, and the circumstances around
us for the results we achieved. In essence we are giving away our
personal power. Conversely, when we live on the cause side of the
equation, we accept full responsibility for every result we get.
Whether the result was good or bad, we accept that we created that
result. This is personal power. Our personal power is taking full re-
sponsibility for the results we produce instead of making excuses
for what happened.
31
32 The Emotional Dynamics of Change
FIGURE 4.1 Cause and Effect

Source: Adapted from the work of Tad James, Advanced Neuro Dynamics,
The Accelerated NLP Practitioner Certification Training Manual, Copyright
© 1987–2000, Tad James, & Advanced Neuro Dynamics. Reprinted by
permission.
If the benefits of taking responsibility for one’s life were in short

supply, you would expect to see people lined up around the block
to get them. Well, there really is no shortage. Whatever your cur-
rent circumstances, they are the result of goals you established, con-
sciously or unconsciously, in the past. Clearly the circumstances you
don’t like are the result of unconscious intentions. Responsibility
has nothing to do with blame or fault. Blame and fault are best
thought of as legal concepts of great importance in courtrooms, but
detrimental to successful accomplishment. Responsibility gives us
the power to change ourselves, which is all we control anyway. Re-
sponsibility promises freedom from the pain that comes from allow-
ing your well-being to depend on factors you do not control.
Additionally, responsibility exposes compulsive complainers for the
irresponsible people they are.
If you use blame or fault to justify your shortcomings and, in
particular, your financial lack, then, by the dynamic and highly co-
operative creative power of your mind, you are bound to create
more of the same. “Are you telling us that my overdue credit card
bills or (the boss who won’t give me a raise) or (the stagnant post 9-
11 economy) or (my low self-esteem) or (feelings of depression)
are my fault?” you may ask. No, these things are not your fault. But
by taking responsibility for these conditions, you empower yourself
What Does This Mean to You? 33
to change how they affect you. Responsibility frees you from the in-
evitable pain that results from allowing your well-being to be deter-
mined by things you do not control. Taking responsibility is not
arrogant, either. It won’t make you better than people who remain
stuck in blame and fault. They can take responsibility, too, if they
are willing. But taking responsibility certainly will make you far hap-
pier and more resourceful.
People who blame their financial lack on outside circum-
stances find progress difficult or impossible. If you believe your
lack is caused by factors beyond your control—age, sex, upbring-
ing, height, or race—then it could be that you are “right.” If you
blame your financial lack on past choices you have made, such as
your spouse, ex-spouse, weight, or credit card debt, then you may
be “right” again. Would you rather be rich, or would you rather
be right?
What Does This Mean to You?

It is almost impossible to solve a problem with the same mind-set
that created it. For this reason, most effective solutions occur after
you shift your thinking. Responsibility is the perspective that you
are the creator of events and circumstances. So, in order to improve
external events, results, and circumstances, the first step is to
change the emotional and psychological dynamics that created
them. If you keep thinking the same way, then you will keep getting
the same results.
In this book you will be learning a wide variety of methods to
change your internal ways of thinking about, feeling about, and
perceiving yourself and the world. These methods and tools, used
daily, will take you far beyond the momentary jolt a motivational
speech provides.
Perhaps you are not completely convinced that you are the
cause of the internal and external circumstances in your life. “You
guys just don’t understand,” you might be thinking, “I’ve got some
real problems.” We authors know about the real problems. We have
seen the lines at the unemployment office and people having their
vehicles repossessed.
You already control your results, whether you take responsibility
or not. So why not take the position that you are responsible for
how things turn out and start shaping your life the way you prefer?
Responsibility is not about blame. Taking responsibility is not
necessarily the truth, either. Instead, it is a perspective that empow-

ers us. True winners in life live on the cause side of the equation.
They take full responsibility for everything that happens to them.
Even if someone cuts them off on the expressway, they take respon-
sibility for that. Winners say they could have been more aware of
what was going on around them. They may say that the other driver
must be in a hurry because their spouse or child is in the hospital.
They believe that they have attracted the situation to them through
their thoughts. They do not make excuses and blame the other per-
son for cutting them off. This is true personal power. Which side of
the equation do you live on now? Have you ever blamed your envi-
ronment or circumstances for where you are today? Which side of
the equation do you believe is more empowering?
The key to self-empowerment is to move from the effect side of
the equation to the cause side to become empowered and produce
the results desired. It doesn’t matter where you are now. It only mat-
ters where you are going. What new actions are you going to take to
succeed? Make the commitment now to move yourself over to the
cause side of the equation. Living there is much more fulfilling and
rewarding. Don’t be surprised, though, if your friends and family
don’t follow you there. Living on the cause side of the equation
puts you in the top 10 percent of achievers.
Throughout this book we will show you how to move yourself to
the cause side of the equation. Will you take the action necessary to
move there? Only you can answer this question. Continue reading,
and learn to run your mind in such a way that operating from the
cause side of the equation becomes a daily experience, not just an
intellectual concept. Take responsibility for everything that hap-
pens in your life today. Notice what a difference doing so makes in-
side you.
How to Reliably Produce Results You Do Not Want

Knowing how to create results you do not want is much more useful
than it appears at first, because conscious awareness of the process
that produces such results enables you to avoid the behaviors that
create them. If you have results that you don’t like, if you are broke,
depressed, and upset, knowing what you do to create this result
could be an important step in changing things. Obviously, the strat-
egy described next is not a resourceful way to run your mind. It il-
How to Reliably Produce Results You Do Not Want 35
lustrates the unlimited creative power you are using to create and
maintain these unpleasant conditions.
Most of us experience periods of lack, depression, and upset.
For some, these periods last a few minutes; for others, decades.
There is a definite strategy that produces these unfavorable results.
This counterproductive strategy is described in general terms, so
that you can choose a different course and different results. Gain-
ing awareness of the precise nature of your personal unconscious
negative thinking is an extremely valuable resource because you
can change what you know about and cannot change what you
don’t know about.
The strategy for poverty, depression, and upset is easy to remem-
ber because each component begins with the letter p. In summary,
take everything that happens personally and then consider it to be
pervasive and permanent.
TAKE IT PERSONALLY
Take everything that happens personally. At the extreme, conclude
that everything happens is an indictment of you. Assume that peo-
ple who reject you have it in for you. See the world and the people
in it as hostile or, at least, uncaring. Blame your condition on exter-
nal circumstances. Blame puts you at effect of external circum-
stances and renders you helpless. Compare yourself to others
frequently and unfavorably. Complain about the people around
you to anyone who listens and to some who don’t. Rely on this com-
plaining as a temporary respite from misery and as an opportunity
to justify unhappiness or lack of accomplishment. Stay with work
you don’t like and expect the money to make up for the dissatisfac-
tion. Assume it is your responsibility to fix things that are beyond
your control, including the feelings of others. Avoid asking for what
you want.
CONSIDER IT PERVASIVE
Allow the negative attitude created by taking things personally to
pervade other areas of your life. For example, allow setbacks at
work to affect your close relationships and allow upsets in your
family to detract from your performance at work. Increase the per-
vasiveness even more by listening to country western music or rap,
so that your negative thinking gains rhythm and melody, thus be-
coming easier to remember. Then seek to reenforce this thinking
by associating with like-minded individuals who drain your energy

and complain to you about their plight.
Use the words “always” and “never” frequently in your conversa-
tion and in your own internal dialogue.
CONSIDER IT PERMANENT
Make all of this permanent by thinking it will never change—or by
thinking you are too old to change or you will change after you
have more education, a better job, get married, get divorced, have
children, move to California, or the children grow up. In your rela-
tionships, refuse to give other people what you know they want until
you get what you want from them.
These three p’s are an excellent strategy to follow if you want
to become broke, depressed, and upset. Surely all of us engage in
the three p’s some of the time. Now that you understand the p’s
you can catch yourself engaging in these behaviors more quickly
than before.
Learning More Effectively—The Optimal Learning State

Being a good learner is far more valuable than being a good stu-
dent. A good student can repeat back on the exam paper what he
or she has been taught. A good learner applies lessons in life for
maximum benefit. Become the best learner possible before going
any further.
The Optimal Learning State increases your awareness of every-
thing that is going on around you while you are learning. This very
useful strategy takes advantage of the photographic memory that
you may not realize you have. The Optimal Learning State uses
both the conscious mind and the unconscious mind. Learning oc-
curs when new information enters the mind through our five
senses. Then we contrast and compare the new information to in-
formation already stored in the unconscious mind and add the new
information. Optimizing your learning state increases the access
that your conscious mind has to your unconscious mind. Doing this
produces two highly valuable results:
1. Your retention is greatly increased.
2. Your mind naturally absorbs more because your senses are
keener.
The conscious mind is the part of your mind that reasons and
thinks logically. The unconscious mind is where everything is stored
Entering the Optimal Learning State 37
and is the real horsepower. Think of your unconscious mind as your

supercomputer. Right now this supercomputer is processing more
than a billion instructions every second. Your unconscious mind
records everything: what you see, hear, feel, smell, and taste during
all your waking moments. The amount of information stored is
phenomenal, and we can have access to all of it.
Our minds do not come with instruction manuals at birth. Use
the Optimal Learning State each and every time you are ready to
learn something new. For example, if you are in school, go into the
learning state at the start of each class. When you are working with
this book, go into the learning state before you start reading or per-
forming any method. Doing so ensures that you retain and compre-
hend the material optimally. Your unconscious mind will organize it
for easy and effortless retrieval later.
Take the time and do the method now. Don’t put it off!
Entering the Optimal Learning State

Find a comfortable chair. Sit up straight in the chair, and make sure
your head and eyes are pointed forward, looking at the wall. Now,
pick a spot on the wall about 45 degrees above eye level. Move your
eyes only to the spot 45 degrees above the horizontal. Do not tilt
your head back. (For most people, 45 degrees above the horizontal
is as far up as they can see without moving their head.) Focus on the
spot you picked for one to two minutes. Soon you will notice you
become more and more aware of your peripheral vision. Continue
to stare at the spot until you can see approximately 180 degrees us-
ing your peripheral vision. To check this, place your hands at eye
level, about one foot from the side of your head. Now, move your
hands slowly forward from behind your ears, keeping them a foot
from your head. Notice where your hands come into view. The Op-
timal Learning State increases the range of your peripheral vision
and in general raises sensory awareness. When you can see approxi-
mately 180 degrees in your peripheral vision, you are in the Opti-
mal Learning State. (See Figure 4.2.)
When I (AF) use the Optimal Learning State, it is much easier
for me to remember what I learned. I have even used the Optimal
Learning State before driving. To my amazement, I was much more
aware of what was going on around me and was able to anticipate
FIGURE 4.2 Optimal Learning State
potential hazards. The awareness of my surroundings made driving

much safer for me. I could detect vehicles coming up on the side
without having to look in the mirrors or out the windows. This is
very useful on busy freeways.
This is also a great technique to teach your kids. Their grades
will go up by at least one grade point. I must caution you, though—
their teachers may think that they are not paying attention when
they are in the learning state. If you get complaints from teachers,
just tell them that this is the way your child learns best and every-
thing will be fine.
Four Steps to Mastering Anything

This book does not offer a magical, get-rich-quick solution. Learn-
ing the skills to be a wealthy entrepreneur is a process, much like
other skills you have already mastered and now take for granted,
such as walking, talking, driving, and proper use of knife and fork.
No one was born knowing these things.
Understanding the learning process is essential to gaining mas-
tery in any area. If you are not currently earning the income you
want from satisfying work, then this is a skill you can master, just as
you learned the use of knife and fork.
Four Steps to Mastering Anything 39
What actions are required to move from being a rookie to being

a master in any area, so that the thinking and actions required to
produce the results you desire become automatic and instinctive?
Let’s examine the four-step learning diagram in Figure 4.3.
Mastery Level 1 is called Unconscious Incompetence. At this
point the individual does not acknowledge that he or she lacks the
necessary knowledge. Perhaps many of the people you know are at
this point regarding knowledge about creating financial security.
They are relying on a job and still believe it to be an adequate path-
way to financial security. In some cases they may even vehemently
deny the current job situation and almost always strongly rely on
hope. Other people may think they know it all and would not con-
sider doing something new until the circumstances become so se-
vere that there is no choice.
Awareness is all that is required to move from Mastery Level 1 to
Mastery Level 2. Thus, the awareness that you don’t know (referred
to as Mastery Level 2, Conscious Incompetence) is a powerful posi-
tion and the doorway to mastery. At this point you are aware that
you don’t know yet. If you are reading this book, you have most cer-
tainly arrived at Mastery Level 2. Learning the material in this book
takes you to Mastery Level 3.
FIGURE 4.3 The Learning Process

Information takes the learner from Mastery Level 2 to Mastery

Level 3 (Conscious Competence). Remember driver’s education
class in school? You learned the rules of the road and the mechan-
ics of operating a car. Most people can remember how nervous they
were their first time driving on the road. Back then you needed 100
percent of your attention to operate the car safely. This is Mastery
Level 3. You were able to do it, but you needed to use most of your
conscious awareness.
Practice takes the learner from Mastery Level 3 to Mastery Level
4 (Unconscious Competence). Continuing with the driving exam-
ple, after years of driving, most people have so much practice at it
that they can (perhaps regrettably) drive and simultaneously eat
lunch, talk on the phone, and apply makeup. The skill of driving
has been so installed in the unconscious mind that 100 percent of
awareness is no longer required to do it. Using the material and
methods in this book takes you to Mastery Level 4.
Five Principles for Achieving Success

In order to achieve true success, you must understand the following
five key principles. If you are missing any one of them, your chances
of success are greatly reduced. All great achievers have used these
principles to achieve the outcomes they desired, and so can you,
too. The five principles for achieving success are:
1. Know your outcome.
2. Develop sensory acuity.
3. Develop mental and behavioral flexibility.
4. Operate from a physiology and psychology of excellence.
5. Take massive action.
KNOW YOUR OUTCOME

If you don’t know what you want, then how will you know whether
you have it or not? Because of childhood conditioning, some peo-
ple have greater awareness of what they don’t want and can identify
only with difficulty what they do want. We motivate ourselves all the
time in two ways: by moving toward pleasure and moving away from
pain. If your motivation is based solely on moving away from what
you don’t want, you tend to be primarily reactive to outside condi-
tions, rather than motivated to take the initiative that would pro-
duce your internal desires. Chapter 8 explains how to formulate
Five Principles for Achieving Success 41
goals that serve your purpose so you motivate yourself to move to-
ward what you want rather than react to circumstances.
DEVELOP SENSORY ACUITY

Developing sensory acuity means paying attention to what is going
on around you. When challenges or obstacles surface, you must be
in tune with your senses to determine your next course of action.
The obstacles come up not to stop you from achieving success, but
to show you that you must think in a different way to move ahead. If
you view challenges as learning experiences, rather than getting
frustrated and upset by them, you will achieve success much more
quickly and easily. Become aware of what people say, how they say it,
and of every result you get. They are all clues for you to use.
Notice what you are thinking, saying, and feeling. A simple but
effective description of our mind is to say that it consists of two
parts, the Thinker and the Prover. The Thinker thinks and the
Prover proves whatever the Thinker thinks to be true. Now, the
Prover does not care what the Thinker thinks. The Prover will prove
positive thoughts just as happily as negative thoughts. The only
thing the Prover can do is prove the truth of what the Thinker
thinks, and it does just that 24 hours per day, 7 days per week, as re-
liably as gravity. Keep in mind that whatever you say comes out of
your mouth and into your ear. The Thinker hears it, and the Prover
immediately goes to work proving it to be true.
By using the skills in Chapter 13, you will be able to interpret
what people actually mean by their communication and will learn
how to design your own communication to make rapid connections
with others.
DEVELOP MENTAL AND BEHAVIORAL FLEXIBILITY

When you notice that things are not going the way you intended,
you must have the behavioral flexibility to achieve your outcome.
Behavioral flexibility is all about changing what you are doing cur-
rently to produce a different result. Some people think that by do-
ing the same thing over and over again they will produce different
results. This is one definition of insanity. To achieve different re-
sults, you must change your strategy and behaviors to produce the
results you desire. You are about to learn a method that will build a
“moving-toward” motivation into your neurology and take you be-
yond survival to peak performance and contribution.
Physiology and Psychology of Excellence

To achieve our desired results, we must run our minds and bodies
in a peak state. If you are depressed or lethargic, you will not
achieve your goals unless, of course, your goals are minuscule. Your
goals should be big and worth pursuing. Since your goals are big,
you must be in a peak mental and physical state in order to produce
the desired results.
Thomas Edison was a person who knew and used the five princi-
ples for achieving success. Known as the Wizard of Menlo Park, he
set the record with 1,300 patents registered in his name. He was an
entrepreneur. While in his 20s, he set up a laboratory employing 50
engineers. His best-known inventions include the phonograph, an
automatic telegraphy machine, the stock ticker machine, the kine-
toscope motion picture machine, and the incandescent light bulb,
all of which owed their success to his work in the storage and trans-
fer of electricity.
The invention of the light bulb was definitely Edison’s greatest
achievement. It also had the most obstacles to overcome. Edison
made over 10,000 attempts to invent the light bulb before he suc-
ceeded. Can you imagine doing anything over 10,000 times to pro-
duce the desired result? Most people would have given up long
before, but not Edison. After Edison completed his 9,999th attempt
to invent the light bulb, a reporter asked him if he was going to try
again and possibly fail a 10,000th time. Edison replied, “Son, I have
not failed. I have figured out 9,999 ways not to invent the light
bulb.” He used his failures as feedback to learn from. He used laser-
sharp focus and was always positive.
Edison was very clear on the outcomes he wanted to achieve.
He took constant massive action to achieve his outcomes; other-
wise he never would have won 1,300 patents and changed the
world. Edison had great sensory acuity, always observing what his
results were. No matter what they were, he recorded them in his
journal for future use. Then he used his behavioral flexibility to
make the changes necessary. He kept changing until he achieved
the outcome he desired. And last, he operated from a physiology
and psychology of excellence. If he didn’t, he would have given
up long before he ever achieved his greatest success, the light
bulb. Imagine what life would be like had he given up. How dif-
ferent would your world be if you use these principles as Thomas
Edison did?
Physiology and Psychology of Excellence 43
THE STATE OF EXCELLENCE

Figure 4.4 locates the state of excellence.
The left side, or bottom 10 percent, is where the losers of the
world live. They expect handouts and are not willing to do anything
for themselves. They expect that everything should be given to
them just because they exist. The middle section, or middle 80 per-
cent is where most people are—the middle of the road, just existing
but not feeling satisfied. On the far right side, or top 10 percent, is
where the winners of the world live. They always strive to achieve at
the 100 percent level. They believe, “If it’s going to be, it’s up to
me.” They do not look for handouts or charity. They work hard and
strive to be the best. They continually improve themselves in order
to achieve what they desire in life. This attitude is the difference be-
tween the winners and the whiners, the champs and the chumps.
Ask yourself where you live on this graph. More important, ask
yourself where do want to place yourself. Since you are reading this
book, you are already on your way to the state of excellence. But re-
member, simply reading this book will do you no good unless you
take massive action.
We can achieve the state of excellence through either physiol-
ogy or psychology. Let’s start with physiology. The state of excel-
lence through physiology is how you sit, how you stand, how you
breathe, how you hold your head, and where you focus your eyes.
Bottom 10% Average 80% Top 10%
Losers The Masses Winners
Never Start But Finish What

Start Don’t Finish They Start
Underachiever Mediocrity Excellence
FIGURE 4.4 State of Excellence

We can produce the state of excellence anytime we wish. We are in

control of our bodies and, therefore, our state.
For example, say you are about to enter an important meeting
or you have an important phone call to make. You’re feeling anx-
ious and upset or maybe even depressed. You already know how to
produce this state. Let’s go through this method consciously so you
can see what you do now to produce this nonresourceful state.
Then later, you’ll see how to change it.
PHYSIOLOGY OF EXCELLENCE METHOD

Do the following method now. Do not skip ahead until you un-
derstand what you are doing now.
Find a comfortable place to sit. Find a chair that does not re-
cline. Just relax and take a few deep breaths. Now, slump your shoulders
and body forward. Hold your head down and look at the floor. Breathe
hard and sigh several times. How do you feel? Probably not so well right
now. Maybe you’re even a bit depressed. You’re probably thinking:
“That’s great; now you’ve got me all depressed. Thanks a lot.” This state is
a result of what you are doing with your body. Become consciously aware
of how you use your body and how you feel. This is part of sensory acuity.
Enough of that state. Now let’s adopt the physiology of excellence. Sit
up straight in your chair. Put your shoulders all the way back and hold
your head up. Look up toward the ceiling, smile and take a deep breath.
Now, how did that feel? You probably are feeling much more resourceful
and ready to take action. Did you experience both states? Which state did
you prefer? Remember, you can change your internal state of being at any
time by changing your physiology. From here on, use your physiology to
be in a peak state. Imagine how much better life will be when you feel
good all the time.
Let’s do one more method to help you understand the impor-
tance of using your physiology. First, stand up straight with
your shoulders back. Now look up at the ceiling, tilting your
head all the way back. Stare at the ceiling. Now try to be depressed.
What did you experience? Most people will start to smile or even
laugh. Did that happen to you? In this state, it is impossible to become
depressed.
You have experienced how you can change your state instantly
through your physiology. Which state felt more resourceful to you? Which
state do you believe will produce better results for you? Use your physiol-
ogy to produce the state that will assist you in achieving the outcomes you
desire and deserve.
Take Massive Action 45
Take Massive Action

It’s great to have goals. However, if you do not take action to
achieve them, they are merely dreams. So action is an integral
part of your success. We authors like to use the phrase “massive ac-
tion,” which is eloquently promoted by author and trainer, Tony
Robbins. It means doing more than is required and getting rid of
the mentality of just doing enough to get by. Massive action means
being focused and continually taking action no matter what hap-
pens. Challenges and obstacles always will get in your way. Use
them as learning experiences. Thus, there is no failure except fail-
ure to learn. Many people give up just before they achieve success.
Then someone else goes a little further and gets the rewards. That
is why you must continually take massive action to achieve the suc-
cess you desire.
Herein lies the importance of loving the work you do. Massive
action will feel like drudgery if you don’t like your work or barely
tolerate it. For people who love their work, massive action is a de-
lightful challenge.
This book stresses the importance of goals repeatedly for good
reason. As soon as you commit to a goal that will make you stretch,
two very important things happen to facilitate your accomplish-
ment of that goal.
1. Your mind begins to attract to you and also causes you to no-
tice the resources required for accomplishment.
2. Your mind promptly brings to your attention the thoughts it
has been thinking in the past that will prevent you from
achieving your goal.
Let’s say you are accustomed to earning $7,500 per month and,
as a result of reading this book, you decide you can do better for
yourself and your family, so you commit to your new goal of earning
$12,000 per month within 18 months. As soon as you do this, your
mind will report to you those thoughts that stand in the way of ac-
complishing this goal. For example, you may hear your mind say-
ing, “My parents told me to take what I was given and not ask for
more” or “What do I need this for? I will only have twice as many
worries.” This is highly valuable information. Your mind is report-
ing to you what it has thought in the past that needs to be changed
so you can accomplish this goal. Just because limiting thoughts like
these spontaneously bubble up in response to your new goal does

not mean that you cannot accomplish it. Instead, realize that your
mind is simply doing its job and reporting to you the thoughts you
must change to accomplish your goal.
Changing Your Motivation—From Inconsistent

to Unstoppable
The human nervous system is wired to motivate us at a very basic
level: to move toward pleasure and away from pain. Your nervous
system is already doing this 24 hours per day, whether you think
about it or not. Such motivation comes without effort or intention.
Imagine if you use this essential unconscious motivation to obtain
and achieve your consciously intended goals.
The moving-toward and moving-away motivation are instinctive
and unconscious. You don’t have to do anything to get them. Thus,
everyone can use these motivations. You will be using motivation
that circumvents the conscious mind and its intellectual, sometimes
conflicting, messages. You won’t need willpower anymore, nor will
you have to talk yourself into doing the things you don’t want to.
Even animals use such motivation. Next, you’ll be learning to use
your natural instinctive resources to move yourself toward whatever
you desire. This way of motivating ourselves originates in our un-
conscious mind, the same source of commands that causes our
heart to beat 100,000 times per day, reliably, day after day without
thinking about it.
The other day I (PL) watched a squirrel in my backyard. It
spotted an acorn and bounded toward it (moving-toward-pleasure
motivation). Before it got to the acorn, it spotted the neighbor-
hood cat lurking behind a fence. Immediately it changed direc-
tion and scurried up the nearby oak tree (moving-away-from-pain
motivation). We humans possess these same resources to motivate
ourselves.
LIMITATIONS OF RELYING SOLELY ON MOVING AWAY MOTIVATION

We all use moving-away motivation. It helps us avoid danger, un-
pleasant people, and a wide variety of things that are not good for
us. But the moving-away motivation has some very serious limita-
tions. It ensures survival—you run much faster when a bear is chas-
ing you than when you chase a bear—but you desire far more from
life than mere survival. To be a peak performer, a person who
Changing Your Motivation—From Inconsistent to Unstoppable 47
makes a contribution to the world based on his or her personal val-

ues must use moving-toward motivation.
If you are motivated only by the bear chasing you, then once
you have evaded the bear (perhaps it got tired or found something
else easier to catch), your motivation is gone, so you slow down.
For most people, this reliance on moving-away motivation repre-
sents the underlying cause of inconsistency. If you experience
roller-coaster finances or are just getting by, some introspection
may reveal that these ups and downs are caused by relying primar-
ily on moving-away motivation. In extreme cases, relying on this
motivation produces behavior that avoids any sort of action that
would improve your situation until things become unmanageable.
People familiar with 12-step programs call this concept “hitting
bottom.” Most addictions are the result of moving-away motivation.
The addictive substance moves addicts away from pain, causing
them to accept the obvious painful side effects, which are at least
temporarily less painful than the pain they are trying to suppress
with the addictive substance. When the pain from the side effects
gets bad enough, addicts become willing to give up their addiction,
exactly when things get bad enough in an individual decision.
Some people never make it.
Some people began relying on moving-away-from-pain motiva-
tion in childhood as a way to escape abusive situations at home.
In some cases reliance on this motivation was reinforced by puni-
tive educational systems, where the intensity of pain associated
with punishment for mistakes and infractions was far higher than
the intensity of pleasure associated with rewards for excellence
and achievement.
Moving-away motivation requires an external crisis, or at least
impending danger, to produce action. For this reason, the action
that results typically lacks the consistency required to produce ex-
cellent results. Once the external crisis or danger has passed, the
motivation to act disappears. By comparison, moving-toward moti-
vation produces the consistent behavior required for excellence,
because it is generated from internal desires, which you control.
EMOTIONAL MOTIVATION STRATEGY

Change requires conscious intention and purpose-driven mental en-
ergy. For example, if you drive to work every day on the same route,
you don’t need to think about it anymore. You can get into your car
in the morning and daydream about your upcoming vacation all the
way to work and you will get there with very little conscious effort.
You have imprinted the usual route into your neurology by the many
times you have used it in the past. If you decide to use a different
route, this will require greater conscious effort—at least until it is im-
printed into your neurology.
How do you really motivate yourself at the emotional level? Do
you let your emotional dynamics stop you from achieving success?
You can change your programming by changing your way of moti-
vating yourself.
There are two sources of motivation: external motivation and
self-motivation. External moving-toward motivation occurs, for ex-
ample, when you listen to a motivational speaker; you might get the
idea that you’d be better off with more motivation. Unfortunately,
the boost from such talks usually lasts until you get to the parking
lot. Such an experience leads us to conclude that more motivation
is not the answer; different motivation is.
External moving-away motivation occurs when your boss tells you
to produce better results or you will be dismissed. Threats based on
moving-away motivation tend to produce temporary improvements,
which is why the threats must be repeated in order to be effective.
Relying on motivation that moves you away from pain can pro-
duce good results for people working in organizations. The hierar-
chical structure ensures everyone has a boss to set standards and
enforce rules. Military organizations provide the most graphic ex-
ample of the use of moving-away motivation. This management
style is appropriate for the situation, which requires that people fol-
low orders, even under combat conditions, where survival instinct
would normally act toward self-preservation rather than following
orders that conflict with it.
I (PL) had the honor and privilege to serve as commanding of-
ficer of two Coast Guard patrol boats, one on Cape Cod and the
other in Vietnam. Traditionally, the captain has ultimate responsi-
bility for everything that happens on the ship and therefore is
granted considerable latitude in exercising this responsibility. The
reward and punishment system in the Coast Guard relies primarily
on moving-away motivation. People have been going to sea for cen-
turies, resulting in unwritten rules that often are stronger than the
written ones. These unwritten rules say that the three mistakes the
captain must avoid are collision at sea, running aground, and disor-
der of the money allotted for the crew’s mess. Any of these mistakes
usually results in severe punishment, most likely court-martial.
In contrast, rewards for stellar performance are far less than the
potential intensity of court-martial and consist primarily of congrat-
ulatory letters in your service jacket and brightly colored ribbons to
wear on your chest.
Now, a moving-away-from-pain motivation system such as this
tends to work satisfactorily in the military or a large corporate orga-
nization, where there are lots of authority figures to enforce the
rules. However, for entrepreneurs, there is little outside authority.
Thus, it is essential for you to play baseball to develop internally
generated motivation that moves you consistently toward pleasur-
able goals.
Self-motivation is when you are motivated without any outside
influence or stimulation. It occurs when you are emotionally at-
tached to achieving a goal—for example, going on vacation. That is
self-motivation. So how can you become self-motivated to accom-
plish tasks you are not as emotionally attached to?
Here is how I (PL) changed my way of self-motivation. When I
first became interested in the possibility of improving my motiva-
tion, I listened to pep talks by several motivational speakers. Al-
though I felt pumped up and inspired during and shortly after
their presentations, there was no permanent effect. This experi-
ence showed me that more motivation was not the answer. I began to
explore the possibility of different motivation.
First, I realized that it would be important for me to under-
stand how I had been motivating myself. I reviewed how I had
motivated myself to complete projects that had been successful in
the past as well as some that were not. Many people have since
told me that their own motivation strategy is similar to what I had
originally used.
I’ll describe first my original unconsciously developed motiva-
tion strategy and then the new one I now use.
When I got started on any new goal, I was excited and began
moving forward. Soon after the fear of failure set in, but somehow I
got over that. Then after a little while I bumped into obstacles and
got frustrated and angry. Still, somehow I got through them. Next,
as I continued to move forward, lots of distractions appeared.
Somehow I moved past those. Then a combination of fear of suc-
cess and the concern that the results would not be as good as I orig-
inally thought came to my awareness. Yet somehow I got over them
and completed the project. I’ve charted this original motivation
strategy in Figure 4.5.
FIGURE 4.5 Old Motivation Strategy
Perhaps you have the same or a similar motivation strategy. Al-

though this way of motivation worked, I wanted a better, easier way.
BASEBALL DIAMOND METHOD

Do this now! Don’t put it off. You’ll be surprised how quickly
things change. Use this method to regroove your neurology. The
actual movement of walking in the method is very important, be-
cause motivation is a physical, rather than intellectual, experience. If you
simply read about this method, you will gain about what you paid for the
book. Getting up and actually doing it produces results worth thousands of
times greater. By mentally and physically moving yourself through the
phases of accomplishment and instilling these new motivation factors, you
will notice that your behavior related to goals will shift rapidly.
Take four blank sheets of paper. Write the word(s) PATIENCE on the first,
OK on the second, FOCUS ON INTERNAL DESIRE on the third, and APPRECIATE THE
RESULTS on the last. Place these sheets of paper on the floor, in the corners
of the largest room in your house, as shown in Figure 4.6.
FIGURE 4.6 Developing Self-Motivation

Imagine the sheets of paper are a baseball diamond and you are go-
ing around the bases. Now think of a goal that you want to achieve. See
yourself working on your goal through your own eyes. See the pictures,
hear the sounds, and feel the feelings associated with achieving your goal.
Now move through your mental image of achieving your goal. It is
only natural that you experience some fear of failure. If you don’t, then ei-
ther your goal is trivial or you are denying your feelings. Consider a larger
goal that offers a bigger challenge or slow down so you can focus your
awareness more carefully on your current feelings, whichever is appropri-
ate. Now stand on first base (PATIENCE). Notice that the goal is not accom-
plished yet. While you are there, be patient. Really experience being
patient and relax. Allow patience to pervade every part of your conscious-
ness and all the cells in your body.
Once you have done that, move forward in your mind again to achiev-
ing your goal. Physically walk to second base (OK). Allow yourself to notice
any obstacles that could stop or slow your progress toward your goal. On
second base, just imagine that everything is OK. No matter what hap-
pened or what obstacles have come up, let all of them be OK. You see,
OK is the most resourceful reaction you can have to any obstacle. It is
more resourceful than fighting with obstacles, denying they exist, wishing
they would go away, or engaging in nonproductive thinking that typically
begins with the phrase “If only. . . .” These nonproductive reactions assign
the power to the obstacle and take power away from you. On second
base, allow the experience of OK to pervade every part of your con-
sciousness and all the cells in your body.
Start moving forward again toward achieving your goal. Walk to third
base (FOCUS ON INTERNAL DESIRE). It is only natural for distractions to come to
awareness as you progress toward any goal. The football game on TV, the
person who interrupts you, or the pie in the refrigerator can prevent your
accomplishment if you allow them to. Fighting with these distractions or us-
ing willpower to overcome them can consume more energy than produc-
tive work toward your goal. Instead, return your awareness to your
original desire—why did you want this goal in the first place? On third
base, focus on the internal desires you have about achieving your goal.
Make sure to enhance the image of your goal now by changing the details
of your image. Make sure your image is large, bright, and colorful, and
don’t forget to add sounds, feelings, smells, and tastes. Let yourself enjoy
the image you have now when your goal is achieved.
Move forward again. Stand on home plate (APPRECIATE THE RESULTS).
Once there, appreciate what you have achieved already. Look back at the
progress you have made and notice how far you have come. Now really
appreciate all that you have gained in the process, no matter how large or
small. It is appreciation that continues to move you forward in achieving
the success you deserve and desire.
In a real baseball game, after you run around the bases, you must sit
down for a while and wait your next time at bat. Not so here. In this game
you can go around the bases again right away, if you don’t yet feel the
passion you want after your first circuit.
How do you feel now? Do you feel more motivated to achieve your
goal? Are you emotionally involved in attaining it? Can you truly appreci-
ate where you will be when you achieve your goal? Now keep going.
Don’t stop here.
What We Control
The impossible struggle to control those things we have no control
over represents a significant waste of energy. Therefore, a brief dis-
cussion about the things that we do control seems in order, even if
it is elementary for some.
We control our major body movements: walking, writing, and
the like. Minor body movements such as blinking, digestion, and
perspiration are beyond our control. We control our thoughts.
Regardless of the situation, we have the freedom to think what-
ever we like. An offensive person may be behaving badly to make
you upset; or she could just have learned that her husband has a
terminal disease. Not only may you never know the cause of the
offensive behavior, you are completely free to come to any con-
clusion about its cause. Even in the midst of your worst obsessive
thinking, you can catch yourself doing it and decide to think about
something different.
We control what we put into our mouths. Judging by the num-
ber of diet books for sale, the exercise of this choice troubles many
people. We control what comes out of our mouths (and what does
not). This means we are responsible for what we say and for keep-
ing our word. Errors of omission matter, also. We are responsible
for the times that we neglected to speak up to ask for what we want,
failed to point out injustice, or failed to say no when we would have
been better off doing so.
We also control how we interpret our feelings. We don’t control
the feelings themselves, because they are stored and generated by
our unconscious mind. That we feel sad related to loss, afraid re-
lated to danger, and angry related to unfulfilled expectations is part
of the human condition. However, each of us has a personal choice
about how we interpret the energy of feelings and then, based on
that interpretation, how we respond.
Although it appears that many humans would wish it different,
Our State of Being and How We Can Change It 53
we have no control over the behavior of others, the desires of oth-

ers, or the weather, just to name a few things we complain about
the most.
Our State of Being and How We Can Change It

Our state of being (or state, for short) relates to how we feel or our
internal condition. It refers to our way of being in the moment or
mood. For example, we can be in a happy state, sad state, motivated
state, or depressed state. There are positive and negative states. Our
state determines every result we get. The results we achieve depend
on which state we focus on. We also can change our state anytime
we want. Each of us is in total control of our state, whether we know
it consciously or not. Think about these questions: Who is in con-
trol of your thoughts? Who is in control of how you feel? Who is in
control of your behaviors? Do you allow someone else to control
your thoughts, feelings, and behaviors? Who is at the controls? Who
is flying your airplane anyway?
If you are not in control of your thoughts, feelings, and behav-
iors, then who is? Viktor Frankl, who wrote a book entitled Man’s
Search for Meaning, sums this question up nicely. Frankl was a Jewish
psychiatrist put into a German concentration camp during World
War II. He noticed that most of his comrades gave up hope and
died. Frankl chose to hold on to his dream of being free once more
and to be able to tell others about this atrocity so that it could never
happen again. He was freed after many years of suffering and physi-
cal torture. The empowered state he chose kept him alive. He made
a decision to live to tell his story to others. This commitment kept
him in an empowered state throughout his ordeal. He lived on the
cause side of the equation and took full responsibility for every re-
sult he got. He took control of his thoughts, feelings, and behaviors
in appalling conditions and lived to tell the tale; others who blamed
their environment died.
I (AF) had a client named Joe who lived on the effect side of
the equation. Joe was a writer and had difficulty writing a manu-
script. For eight months he had an extreme case of writer’s block.
He blamed the economy, the people around him, and his room-
mate for his lack of achievement. Joe felt absolutely miserable. He
was in a downward spiral. The longer he didn’t write, the worse he
felt. Any sort of productive action was impossible in his depressed
state. After I explained to him that living on the effect side of the
equation was nothing more than living in excuses, he took notice.

When he realized that he was in charge of how he felt and that
what he thought about was up to him, he felt empowered. Joe
dwelled on this concept for a few days and completely changed his
actions. He placed himself in an excited and motivated state and
took control of his destiny. In the next three weeks Joe produced
two first draft manuscripts and had ideas for a third. He was now
flying his own plane.
Why is taking responsibility so important? In order to succeed,
we must live on the cause side of the equation and take responsibil-
ity for our state. When you changed your state through physiology,
you may have noticed that you had control of your state. You also
may have noticed that you can change your state at will in seconds.
It is completely up to you. Right now, you may be generating your
state unconsciously.
Our Internal Sensory Representations

In the physiology of excellence method, you learned that physiology
determines your state of being and how to get and keep yourself in a
state of excellence. Figure 4.7 takes this idea a step further and shows
that our state is determined not only by our physiology but also by
what we focus on mentally. The box labeled “Internal Sensory Repre-
sentation” refers to your internal mental reality, not just your abstract
thoughts. As mentioned, our minds function, respond to, and react to
information delivered to them by the five senses: seeing, hearing, feel-
ing, tasting, and smelling. Additionally, we store and process informa-
tion using these senses. Different people rely on one sense or another
more so than other people. If someone asked you to describe your ex-
perience in third grade, you probably would describe your visual
memory of the room, furniture, and occupants, your auditory mem-
ory of the teacher’s voice and other sounds, the feeling or kinesthetic
memory of what the chair felt like, and perhaps the smell of the room
on a winter day as everyone’s woolen coats dried out; perhaps you
could even remember some tastes from the third grade. Thus, your
memory of the third grade is represented to you by your senses. Now
all you have left are these internal sensory representations.
Figure 4.7 presents a great deal of important information in a
small area. Study this information and how it relates to you. The
three boxes at the left refer to your internal reality—how your body
feels and what is happening in your mind. The vertical dashed line
Our Internal Sensory Representations 55
FIGURE 4.7 Producing Your Results

Source: Adapted from the work of Tad James and David Shepard, Present-
ing Magically, Transforming Your Stage Presence with NLP, Copyright
© 2001. Reprinted by permission.
indicates the boundary between your internal and your external real-
ity. The diagram takes into account that your mind and body are part
of the same system. Change your body and your mind changes, and
vice versa. The two right-hand boxes refer to your external reality. We
have direct control of our internal reality and no direct control of ex-
ternal reality, particularly the behavior and opinions of other people.
The arrows on the diagram indicate the direction of causation,
so you can see what is cause and what is effect.
Direct your attention to the vertical arrows at the left. Notice
that there are both darkly and lightly tinted arrows, pointing in op-
posite directions. What does this mean?
A two-way relationship exists between our state of being and our
physiology and thinking. When our internal state is sufficiently in-
tense, it takes control. The lightly tinted arrows represent this situa-
tion. In these instances, our state of being controls thinking and
physiology without conscious intention. Whether this is a bad thing
or not depends on the results produced. If all of your behavior is
consciously intended, you will have a life devoid of spontaneity. In

order to appreciate humor or sex, for example, you must let go of
conscious intention and allow instinct to control your physiology
and thinking. All of us have heard stories of mothers lifting cars to
free a child trapped underneath. These mothers could not have ac-
complished such feats through conscious intention.
However, if you allow your state of being or mood to govern
your entire behavior, you are likely to experience inconsistent ac-
complishment and even meaningless indulgence of your latest
whim. Allowing your state to control your internal reality is the
source of bad habits. Rage-aholics, for example, experience such an
intense emotional state of rage that, at least temporarily, it controls
their thinking and physiology, producing behavior that they later
deeply regret or struggle to justify.
Allowing an unchosen, intense state of being to control your
physiology and thinking may be appropriate in some instances.
People who do so consistently, however, often become depressed,
behave like a rage-aholic, or do not accomplish much.
When you were a child in school, at times you probably felt de-
pressed, anxious, or upset when an assignment or a work project
was due. This unresourceful state served as a distraction from the
work at hand and encouraged you to do just enough to get by to
complete the project. You may have felt relief that it was over, but
you knew that it was not your best work. You knew that you could
have done much better. What could you have done differently?
How could you have changed your state right then to produce re-
sults you would have been proud of?
Consciously choosing your internal state of being by choosing
particular physiology and particular thinking to provide yourself
with the most resourceful state possible moves you ahead in a nat-
ural way. No willpower is required here. Why struggle to control
your external reality from a less than resourceful state, when you
can control it far more easily by moving to a state that is most re-
sourceful? Earlier in this chapter you learned how to use physiology
to bring yourself to a resourceful state. Chapter 8 will teach you how
to do so using your mind.
The Power of Our Perceptions

Our perceptions are our own reality. Thus, reality is different for
everyone. We see the world not as it is, but as we are. Our reality
The Power of Our Perceptions 57
may not be the truth. Our filters and past experiences make us
think and believe that our perception is the truth. Have you ever
seen a movie of a crime investigation? The detective talks to numer-
ous people who saw the same incident, yet they all have different
stories. The detective puts together the various perceptions to gain
the truth of the incident. There are never two stories exactly alike.
Because we all perceive things differently, each of us has differ-
ent experiences even if we are experiencing the same event. We fil-
ter information selectively and differently from each other. That’s
what makes us all different and why we experience things differ-
ently. We each uniquely code the experiences that pass into our
brains. These codings are the internal sensory representations
mentioned earlier.
Why are perceptions or internal sensory representations impor-
tant to us? Our perceptions determine our state. We can be in a
state of depression or a state of excellence. How we filter informa-
tion determines how we represent each experience and therefore
our state. Our state determines how we feel about the experience.
Think back on how you were affected through the physiology
method. How did that affect your state?
To illustrate this point, refer to Figure 4.8. It shows that 2 mil-
lion bits or pieces of information (2 million bits per second) are
coming into our minds every second. This information comes in
from our five senses. Each experience we have uses all five senses.
After the information comes into our minds, it gets filtered. The
FIGURE 4.8 Your Mind in Action

filtering generalizes, deletes, and distorts the information because

the brain can process only 134 bits of information per second. In-
formation comes into our minds 15,000 times faster than our brains
can process it. If we did not filter our experiences by generalizing,
deleting, or distorting our experiences, we would go insane.
Consider, for example, how difficult it might be to focus on
work if your brain did not automatically delete your memory of
each car you saw on the way to work. Some of the filters you cur-
rently have serve you, and others may not.
Awareness of your own generalizations, distortions, and dele-
tions provides the power to take control of your mind.
GENERALIZATIONS
Pay attention to your internal self-talk. Phrases and sentences that
contain the word “never” or “always” are surely generalizations.
Racial prejudice is an area where generalizations produce harmful
results for many people. We authors believe that white people,
black people, yellow people and red people are mostly the same, at
least in the internal qualities that matter most. Some of them are
delightful individuals, and some of them are jerks. However, such a
judgment can be made only after getting to know them a little. The
appearance of the external few millimeters of a person’s body does
nothing to determine his or her inner qualities. Do you find your
mind making generalizations based on irrelevant information?
DELETIONS
Our minds tend to ignore or minimize the importance of informa-
tion it has been conditioned to consider irrelevant. Almost every-
one has had an experience like this. You purchase a make of
automobile that you have never owned before. All of a sudden
there seem to be three to five times as many cars of that kind on the
road than you ever noticed. Actually, the number of cars on the
road of your make has increased by only one. Your mind deleted as
unimportant your past sightings of such cars.
DISTORTIONS
The most damaging distortions stem from denial or avoiding the
truth, usually for the purpose of being right. The major financial
distortion in the developed West today stems from the belief that a
good job is the foundation of long-term financial security. If you
have always had a job, your mind may be uncomfortable consider-
Addictions and Prosperity 59
ing the risks of a job—of having all of your eggs in one basket. With
a job you could lose 100 percent of your income at any time. With-
out a plan and without entrepreneurial skills, job loss is emotionally
and financially devastating. This book is dedicated to eliminating
the job distortion from your mind.
Addictions and Prosperity

There is nothing so expensive as a bad habit. The trouble with ad-
dictions is that they take over your life—sooner or later your life’s
purpose becomes the maintenance of the addiction. Moneymak-
ing efforts, relationships, and, most of all, self-respect are sacri-
ficed to the addiction without a second thought. Bad habits cost
the victim twice. This is because an impenetrable curtain of denial
prevents addicts from seeing the truth about their addiction and
its resulting devastation.
The trouble with an addiction is that it provides only temporary
relief from those feelings we are unwilling to acknowledge. At first
the addiction suppresses uncomfortable feelings, but as a tolerance
is built up, eventually the feelings we were trying to avoid return
stronger than before.
Addictions are caused by a perceived lack of power. After a
while, they result in a specific lack of power over the addictive sub-
stance or activity. If you had the power to quit, you would have done
so already, right?
Since the power addicts lack comes neither from inside them
nor from other people, classical therapy methods are less than ef-
fective in treating addictions. Because addictions are caused nei-
ther by low self-esteem nor by an abusive childhood, popular
psychology is less than useful for dealing with them. You can save
time, money, and misery by phoning the local 12-step program for
help in dealing with any addictions you may have.
An essential element of making any change is the acknowledg-
ment that your current situation could be improved. Room for im-
provement is the largest room in the world. If you are unwilling to
recognize this, you will think that the desire for improvement only
means that there is something wrong. Such perfectionism can keep
you miserable. People with this way of thinking don’t make changes
until the situation becomes agony. In the next chapter you will
learn to accept things as they are (which is actually empowering)
and seek improvement rather than perfection.
THREE INGREDIENTS
5
C H A P T E R
TO EFFECTIVE CHANGE:
AWARENESS,
ACCEPTANCE,
AND ACTION
Change is inevitable. The question is, are you making the

changes you want, or does change happen to you? Learn to use
awareness, acceptance, and action so that changes are both fa-
vorable and the ones you choose. You will learn from the examples
of people who effectively used these ingredients.
Structure of Your Mind

To put it simply, the mind is divided into two parts, the conscious
and the unconscious. The conscious mind contains the thoughts
you are aware of, and the unconscious mind contains those you are
not aware of.
Right now your conscious mind is focused on the words on this
page. But your unconscious mind is busy, too, taking the shapes of
the letters that you see and translating them into what they mean.
You programmed your unconscious mind to do this during the
process of learning to read. As you can see, the unconscious mind is
a great convenience. Without it, you would have to consciously think
about the definition of thousands of words all the time. But your un-
conscious mind makes it possible to just think about the definition
61
62 Three Ingredients to Effective Change: Awareness, Acceptance, and Action
once or twice, until you learn it, and then store it away until that par-
ticular word appears.
The unconscious mind is divided into two parts. One part is, in
fact, accessible. The accessible part of your unconscious mind con-
tains the definitions of words that are not on this page and much
more. Additionally, the accessible part of your unconscious mind
contains some thoughts that you unintentionally repress because of
denial, arrogance, or unresolved past trauma. We are not picking
on you here. All of us repress information in our unconscious
mind. Everyone has experienced “ah-ha” moments, where the un-
conscious cause of some past event becomes suddenly crystal clear.
“Ah-ha,” you say, “Now I understand why that happened.
Our fear of being upset by its insane contents may be why the
temporarily inaccessible portion remains so. Increased awareness is
quite likely to put you in touch with more parts of yourself. Some of
these parts will be previously unnoticed resources and qualities that
you are delighted to have. Others you may not like very much.
Awareness eliminates denial.
The permanently inaccessible portion of the unconscious mind
is the part that controls autonomic functions, such as breathing, di-
gestion, and perspiration.
Awareness
It is virtually impossible to change what you don’t know about.
For example, at the outset of consultations with us, many clients
are unaware that their fear of earning an income greater than
that of their parents limited their moneymaking activities. Their
pattern of income and net worth ostensibly looked like a roller
coaster. There are usually valid reasons for each descent. These
valid reasons block awareness of the underlying fear of exceeding
their parents’ income.
It does not take a great deal of awareness to see how your finan-
cial life is affected by your thinking. The decisions you have made
and those you haven’t, along with your attitudes, persistence, con-
sistency, and emotions about money, all originate in your mind. Just
as you can find your way around the darkest room with just one can-
dle, a bit of willingness to give up denial serves to open a path for
you to recognize the unconscious psychological dynamics that act
to limit your success.
Sean sells high-ticket business services to people looking for
Acceptance 63
franchise opportunities. Even though each completed business

transaction provides him a commission of $15,000 to $20,000, his
business had limped along, producing an income that left him
scrambling to pay the bills.
I (PL) asked him about the promotional activities in his busi-
ness. From his response, it was quite evident that, although he was
doing some things very well, he was compulsively avoiding use of
the telephone. I suggested that he was suffering from phone pho-
bia and offered to aid him in changing this. He responded with a
lengthy, well-reasoned denial about the phone phobia, including
his assertion that the phone was not important, that he would be
disturbing people, that there are better ways to contact people, how
he sometimes intended to make calls but then got too busy to do so,
and concluding with his hope that his business would turn around
soon. I asked him to consider the possibility that he had created
well-reasoned denial to avoid the uncomfortable awareness of his
phone phobia.
He acknowledged that his hope for a business turn-around was
not a feasible plan and that he was willing to change his perceptions
about the phone from dread and avoidance to excitement. In sub-
sequent sessions, I taught him to change his perceptions about us-
ing the phone with the methods presented in Chapters 8 and 9.
Within a few weeks he reported that he actually felt enthusiastic
about using the phone. Soon his monthly income equaled his previ-
ous yearly income.
At the outset, Sean had only a glimmer of awareness that phone
phobia was his major obstacle. Perfect clarity of awareness is not
necessary here. He did have enough awareness to see the possibility
that phone phobia was the issue and the willingness to work on this.
Acceptance
Acceptance of anything doesn’t mean you like it, it doesn’t mean
you would consciously choose it, it doesn’t mean you would order it
in a restaurant. It just means it is OK. The alternative to acceptance
is condemning it and then trying to change it from that position of
condemnation. The primary disadvantage of such condemnation is
that your mind’s desire to be right creates situations to justify your
condemnation. Additionally, such condemnation wastes energy.
Perhaps a good way to describe what we mean by acceptance is
to describe some examples of lack of acceptance. If you do not
accept yourself as you are, you may tend to gain temporary self-
acceptance by destructive means such as addictions, people pleas-
ing, workaholism, or trying to control things over which you have
no control.
You may know some people with a very high degree of aware-
ness about how their thinking, attitudes, and personal history affect
them, but who allow themselves to be victimized by their past so
that each setback or disaster serves only to confirm their thinking
that they are hopeless. (This may be an exaggeration, but we are
doing it to make the point.)
If you do not accept your feelings, you tend to allow your fears,
past resentments, or guilt feelings to hold you back from your de-
sires. Feelings are energy. Feelings are your passion. Your body
naturally provides you with this energy to deal with the challenges
you face.
Acceptance includes accepting responsibility—responsibility for
your income, success, and satisfaction, without reliance on outside
sources. Responsibility is not about blame. Accepting responsibility
empowers you to change. The acceptance of situations that are in-
tolerable empowers you to change them, if in no other way than re-
moving yourself. Fighting against them and struggling to change
others usually is fruitless. Instead, accept them as they are, recog-
nize that it is unlikely that they will change, and move on.
Acceptance does not mean you don’t care. It means that you ac-
knowledge that there are things you cannot change. From accep-
tance you can exercise preference.
Disapproval and desire for revenge are perhaps the two most im-
portant psychological factors that stand in the way of acceptance. If
you did something your parents didn’t like, they disapproved. Ex-
pressing this disapproval became a convenient way for them to mo-
tivate you not to do it anymore. Some people fear that if they accept
themselves and stop disapproving of themselves, they will have no
motivation whatsoever. Motivation comes naturally from a person’s
values. Everyone is naturally motivated to express those values,
whether the values are consciously chosen or unconsciously
adopted due to past conditioning. Do not worry that you will have
no motivation if you accept yourself.
Wanting revenge for past hurts and upsets also holds people
back. If you had abusive childhood or adult relationships, likely you
still experience a degree of justified resentment about the events or
the people involved. Unconscious failing to get even is a common
Acceptance 65
example of this. In the failing to get even syndrome, a person fails

as an adult in order to unconsciously keep himself in a position
where his parents must continue to support him or else feel guilty
for not doing so. Unfortunately, this resentment can be carried for
decades, not only robbing people of enjoyment of life but also pre-
venting them from achieving their desires.
Forgiveness is the path out of the lack caused by resentment.
Forgiveness means giving up the right to administer punishment—
whether the punishment is directed toward yourself or toward an-
other person. Forgiveness frees you from the grasp of the
resentment, which keeps you dragging along the unpleasant as-
pects of your past in your current life.
Nancy was a struggling real estate agent. When she started work-
ing with me (PL), her credit card debt was out of control. She had a
recurring pattern of real estate deals falling through at the last mo-
ment, which resulted in an income that fell short of her bills.
When we discussed this, I discovered that whenever she got a
commissionable listing contract, she tended to cease prospecting
efforts to find new clients until the deal in process was either com-
pleted or fell through. She told me that the deals usually fell
through for rather bizarre reasons that weren’t mentioned in the
contracts. When either the buyer or the seller pulled out of the
deal, there were usually threats of lawsuits and bitter words.
When we discussed this, Nancy realized that she had uncon-
sciously re-created her childhood relationship with her father in
her real estate clients. She also saw that her natural childhood ten-
dency to rely on her father as her sole source of financial support
caused her to cease prospecting efforts as soon as she had attained
one commissionable contract. Her father is a wealthy investor who
uses money to control his daughter. Over the years, Nancy often
asked him to rescue her from the financial jams she created. Strings
were always attached to the help he offered. Nancy told me that, as
any past discussion with him about him giving her money pro-
gressed, he would keep adding conditions to the “gift.”
Sometimes she accepted the “gift” and its conditions, but in
most cases she had declined his offers of help. In these cases her fa-
ther would become angry, making dire predictions about her finan-
cial future and abilities and threatening her with disinheritance.
I asked her whether she was willing to accept the fact that he
would never help her in any reasonable adult manner. By forgiv-
ing her father, she was able to disconnect her emotions from his
behavior and realize that he would have treated anyone as he had

treated her. She realized that her dependence had given him
more power than he was due, and she was able to stop taking his
attempts at manipulation personally. Accepting that her father
was, in fact, her least likely source of reliable financial support was
a tearful experience, but it was surely less painful than the
prospect of continued reliance on him.
Using the methods described in this book, Nancy was able to see
that she had a choice about how to perceive her father’s behavior.
She was able to accept the reality that she could not count on him
and able to accept the challenge of becoming the generator of her
own abundant income.
Action
By “action” we refer to consistent, effective behavior that moves you
toward your goal. To learn the proper steps to take, you can seek
out advice from people who have done it before, or you can figure
it out yourself. Procrastination and struggle are energy drainers and
time wasters that will distract you from taking effective action. Pro-
crastination is caused by fear. It doesn’t matter what the fear is ex-
actly, but accepting the fear will relieve you of procrastination.
When we talk about action, many times people leap to the
conclusion that we are suggesting additional action. You may
be thinking “I don’t have time for any additional action.” As the
next example shows, we don’t necessarily mean more action, but
rather different action. Doing more of what is not working for you
is foolishness.
Dorothy is a dedicated sales representative for a telephone ser-
vice provider. She worked part-time in her business several nights
per week to fit it into her schedule of a full-time job and family re-
sponsibilities. She was diligent about making her prospecting calls
during the time she scheduled for them, but the results were disap-
pointing. When I (PL) suggested that she change her action, she
immediately insisted that she didn’t have enough time due to her
full schedule. I pointed out that I thought she would benefit not
from more action, but from different action.
Instead of the two hours of prospecting phoning she had been
doing, I suggested she divide her scheduled work time in her part-
time business into two sections. In the first section, of 15 minutes,
she would use the affirmations and visualization methods that I had
The Hollowness of Being Right 67
taught her. The second section, to be one and three-quarter hours

of prospecting as she had already been doing. The same amount of
time, just slightly different action. The results were different, too.
“All of a sudden, people are signing up,” she told me.
The Hollowness of Being Right

Righteousness is a poor standard for producing success. Everyone’s
experience of money is his or her own creation. This is good news
for those with the knowledge and willingness to examine their un-
conscious beliefs and attitudes about themselves and about money
that are the causative factors in their experience of money. A lean
purse is more easily cured than endured. For example, if you think
rich people are evil, then you are right. But there is more to it than
that. Loyalty to this belief attracts to you evidence that proves it true
and filters out contradictory evidence. The same is true if you be-
lieve that money is hard to come by, scarce, or will corrupt you.
This self-confirming dynamic also works for your opinions about
yourself. If you believe you are lazy and worthless, for example,
then you will tend to waste your time watching television, an activity
that serves to confirm the belief that motivated it. Every act is a self-
defining act. The impulse to improve is built into all of us; wanting
to change doesn’t mean there is anything wrong with you. Would
you rather be right, or would you rather be rich?
What you focus on is what you get more of in your life. When
you focus on the negative aspects, you attract more of that negative.
The good news is then when you focus on the positive, you receive
more positive. For example, when we view ourselves in a more posi-
tive manner, we become more positive. Others will notice and re-
spond more positively. Have you ever noticed that when you smile
at someone, the person usually smiles back? Conversely, when you
sneer at someone, you tend to get a negative reaction from that per-
son. What are you focused on the majority of the time? Are you fo-
cused on the positive or the negative? Pay attention to your focus.
I (AF) worked with a client named Jim whose mind was strongly
focused on the massive debt he had accumulated. Jim had more
than $60,000 in credit card debt, an amount that was steadily in-
creasing. When I spoke with him about his finances, the primary fo-
cus of his mind was evident. He constantly talked about his debt as
if it had been a puppy that he watched grow into a full-grown dog.
Jim was so intensely focused on the growth rate of the debt that he
lost sight of the income opportunities right in front of him. He pro-

crastinated and became a recluse. He knew he had to change but
didn’t know how.
After two hours of consulting, Jim started to focus on income-
producing activities in his business. He discovered that he felt much
more empowered when focusing on what he wanted, and therefore
he increased his income very quickly. This took the pressure off
him, and he was able to eliminate the mountain of debt and pro-
duce positive cash flow.
Remember: What you focus on in your mind is what grows in your
life. Are you focusing your attention on what you want or what you
don’t want? The choice is yours.
Values Motivate Us All

Each of us is motivated differently. What drives us to do what we do?
There are six reasons for everything people do:
1. Certainty
2. Uncertainty or variety
3. Significance
4. Love or connection
5. Growth
6. Contribution
You must have a level of certainty to accomplish anything. If you
had no certainty, you would be too afraid to start anything. Con-
versely, you also must have uncertainty or variety in your life; other-
wise you would be very bored.
All of us are more motivated to do tasks or achieve goals when
we feel significant. Typically, we get a feeling of significance either
through work or from friends and family. If we feel worthy about
what we do, then we do what must be done. In addition to feeling
significant, we must feel a connection or love to the people we are
dealing with. For example, if we felt no connection to our signifi-
cant other, would we be motivated to do things for him or her?
Probably not! Because we do feel a connection with and love from
our significant other, we will be motivated to do things to make him
or her happy that we may not normally do for ourselves.
To be motivated, we must be growing and learning all the time.
If we are not growing, we are stagnant. When we stagnate, we actu-
ally move backward. Moving backward does not feel good, and we
Values Motivate Us All 69
may even become depressed. That is why we continually stretch our-

selves and grow. We also must feel that we are contributing not only
to ourselves but also to others. When we contribute beyond our-
selves, we are fulfilling our spiritual need.
Change is inevitable in today’s turbulent economy. Companies
go into and out of business constantly. This book is teaching you
the skills to make the decisions about which changes take place. No
more will you allow change to happen to you.
YOUR RECOVERY FROM

6
C H A P T E R
A GOOD UPBRINGING
Blamelessness is essential if you are going to get over the limited

thinking about money you learned from your family. Decide
how you wish to associate with the people you grew up with. A
family is a dynamic system of rules and roles, boundaries and
bonds. Discover how this system affects your financial life.
Many people report that no matter their success, visiting their
parents makes them feel 10 years old again. You must uncover,
declare, and develop an adult relationship with your parents in
order to begin to live your true purpose. Are your desires OK
with you? Learn to become the source of your own permission.
Upgrade your money vocabulary.
F rom teaching our Trainings and from our consulting work, we

are accustomed to people being skeptical about the effect that fam-
ily conditioning and upbringing have on their financial results.
Some of this skepticism stems from examples of people with unfa-
vorable family conditioning who became millionaires, as compared
to others from so-called better backgrounds who never seem to get
money right. As you will learn in this chapter, the important issue is
not really your childhood experience itself, but rather the conclu-
sions and decisions that you have carried forward from it and that
still operate in your life today.
Your parents didn’t give you useful information about money.
It’s no one’s fault. If we could do so and still maintain a degree of
literary flow, we would repeat that sentence constantly throughout
this chapter: It’s no one’s fault. Your parents gave you everything they
71
72 Your Recovery from a Good Upbringing
had. They could not give you something that they themselves were
never taught. Keep in mind that the most important aspect of the
past is not what actually happened but how it affects you today.
Money comes from other people, so your ability to get more of it
depends a great deal on how well you discuss money with others.
Just like most of us, you were brought up to believe certain
things and to believe in certain things. You are grown up now. Use
the information in this chapter to reevaluate the beliefs you
adopted in childhood. Most people discover there are some beliefs
they wish to keep and others they would be far better off without.
Take a moment to recall your parents’ discussions about money.
Probably their discussions were nonexistent, negative, or very nega-
tive. If your parents avoided discussing money issues, it is most likely
that you concluded that money is something impolite to discuss or
mysterious.
In many families, discussions about money are negative only
and deal with shortage, limitation, and complaints about the items
that cannot be afforded. In extreme cases, the discussions about
money are so negative as to be loud arguments. If your parents ar-
gued about money, it is likely you have financial problems as an
adult, and will do so at least until you resolve this issue and the asso-
ciated uncomfortable feelings. You may have concluded that money
causes arguments. Therefore, the way to have peace is to have as lit-
tle money as possible. The person with such a childhood experi-
ence would avoid discussions about money.
Whatever your parents taught you about money, it has been so
deeply ingrained during your 20,000 meals with them that the in-
formation may inhabit your consciousness as unnoticed, unques-
tioned truth. Recalling your parents’ discussions about money is
likely to bring to mind some of the vocabulary you commonly use
when talking about money.
Cleaning Up Your Money Vocabulary

Are you the victim of fuzzy thinking? Do debilitating unconsciously
held rules about money stand in the way of your wealth? Be careful
about what you say. Remember that everything you say goes out of
your mouth into your own ears and into the Thinker part of your
mind. Then the Prover part of your mind goes to work to prove that
whatever you just said is true. The use of one or more of these words
often expresses fuzzy thinking and debilitating rules about money:
Cleaning Up Your Money Vocabulary 73
Afford
Can’t
Charge
Deserve
Fair
Need
Try
We consider these meaningless words because the interpreta-
tion of them is so emotionally charged for many people that the
dictionary definition is meaningless. The definition of each word
according to the Oxford American Dictionary is shown for reference
purposes. However, what you think these words really mean deter-
mines how they affect you.
Afford: To have enough money means or time for a specified
purpose
To demonstrate the fuzzy thinking about this word, at Trainings, we
ask the participants to raise a hand if they can afford a Rolls-Royce.
Usually no hands go up. Then we ask for hands of people who can
afford a nice place to live. This time most hands go up. Now, if you
were to move out of your house and use the money you had been
paying for rent or mortgage payment toward payments on the car,
you could pay for the Rolls and live in your car. Additionally, in nice
neighborhoods, it would be easy to find someone who would offer
you a room just to have a Rolls parked in the driveway. Perhaps you
do not own a Rolls-Royce, either, but if you don’t, consider that it is
not because you can’t afford one.
Can’t: An expression of inability or helplessness
Clearly there are things you can’t do. You cannot fly to the moon by
flapping your arms. Most people cannot swim the English Channel
or climb Mount Everest. Notice carefully the things you say you can-
not do or the things you say cannot happen. Many of the things you
now say you can’t do may actually be within your current capability
or within capabilities you could easily acquire. Some examples
might be “I can’t sell” or “I can’t get over that divorce” or “I can’t
get over being fired.”
Charge: The price asked for goods and services
Typically, there is a resentful tone associated with the use of this
word. The resentment stems from the helplessness people experi-
ence about spending money because they are unaware of the
choices available. “That store charges too much” is one example. To

determine whether this resentful tone applies to you, write down
four or five sentences that come to mind that contain the word
“charge.” The dictionary defines it accurately as the price asked. In
any free market economy, people have a wide variety of possibilities
in obtaining products and services. Only the government tax collec-
tors take your money by force.
Deserve: To be worthy or entitled to (a thing) because of ac-
tions or qualities
The important question here is what qualities you have and what ac-
tions you take that cause you to be entitled to what you want. Re-
garding money, many people have an unconscious formula that
determines the income they receive; they believe that a certain
amount of work produces a certain amount of income, and any in-
come beyond that would require even more work. Such an uncon-
scious formula, for a person working full time, earning $40,000 per
year would produce a feeling of helplessness if that person were to
consider what it would take to earn $80,000 or $100,000 per year.
The unconscious formula would cause the person to believe the
two full-time jobs would be necessary to earn such an amount. Us-
ing the methods in this book cultivates the qualities of initiative, re-
sourcefulness, and willingness to serve others, as well as to learn to
take effective action so that you are worthy and deserving of more
of what you desire.
Fair: Just, unbiased, in accordance with the rules
Related to money, “fair” is most often used when referring to the
rate at which goods and services are exchanged—fair prices or fair
wages. A free market requires the agreement of two or more parties
for a transaction to occur. There is no reason for you tolerate what
you consider to be unfair treatment (at least in the long term) from
anyone you buy from or sell to.
In the former Soviet Union, manufactured goods were, by law,
permanently stamped with their government-mandated sales price.
Such a system certainly qualifies as fair. Or does it? The goods had
to be sold at the same price across the nine time zones in the Soviet
Union. Purchasers of goods produced nearby were compelled to
subsidize the consumers located far from the factory. If you ever vis-
ited the Soviet Union, then you know that such so-called fairness
criminalized the normal entrepreneurial activity that occurs here
Parental Teaching about Money 75
everyday as manufacturers and retailers juggle prices to maximize

their sales and profits in the face of changing demand for and sup-
ply of their products. What all of us in the West consider normal en-
trepreneurial activity was characterized as illegal and subversive
black marketing in the Soviet Union.
Need: A requirement, a thing necessary for life
If you carefully consider the things you really need to live, they are
quite limited. You can survive without air for five minutes or so,
without water for five days or so, and without food for five weeks or
so. Not that you would intentionally create any of these situations.
In terms of money, none of these needs is very expensive to meet.
Regarding money, if you give yourself only what you need, then
you won’t have very much. People who think that money is primar-
ily for survival are already as rich as that sort of thinking will ever
get them.
For most people, need has already created a “must” motivation.
To render more effective the internal motivation you already have
about need, increase the scope of the items you must have and the
things you must do. Hitherto unnoticed resources come to aware-
ness when you think or say “I must do this” or “I must have that.”
Try: To attempt, to make an effort to do something
In most grade schools, students are graded on effort. Although this
may serve to motivate some, trying really accomplishes nothing.
Right now, try to stand up. Try even harder. You’ll notice that you
accomplished nothing. Trying can never be enough. It is only a
start. At the emotional level, which is what really matters, “trying”
refers to failure with honor.
Parental Teaching about Money

Regardless of the particular information we absorbed about money
as children, it was most likely distorted by the fact that we learned
much more about spending from our parents than about earning.
Most of the time children observe their parents spending but do
not accompany them to work, where the earning occurs. This gives
spending an erroneous emphasis. Compare the number of times
you visited the mall or the supermarket with your parents to the
number of times you went with them to work. As an adult, earning
is far more important than spending.
As a shorthand and effective way of referring to the condition-

ing our parents gave us, we use the phrase “inherited purpose.”
(Thanks to teacher Brad Swift for acquainting us with this
phrase.) Inherited purpose is a good way to describe parental
conditioning because the conditioning is much, much more than
mere ideas. If you memorize Hamlet’s “To Be or Not to Be”
speech or the names of the first 40 presidents of the United
States, you have done nothing more than fill your mind with
ideas that have no effect on your behavior.
In contrast, this inherited purpose serves as an internal map—a
guide for where you are, what things mean, and where you should
be going. Unfortunately, the map is very much out of date because
it was constructed as children. Today you have far more freedom,
resources, and responsibilities than you did when you made the
map. Imagine trying to find your way around a growing city, such as
Atlanta or Dallas, using a map from the 1980s or earlier. You would
be lost much of the time, experiencing undue frustration and de-
lay. A similar result occurs from using the inherited purpose to
guide your adult life.
Your inherited purpose is dynamic, because it guides your val-
ues and behavior. Inherited purpose forms the basis for how your
mind filters information, the generalizations, distortions, and
deletions that we discussed in Chapter 4. Your inherited purpose
forms your basic ideas about yourself, the world around you, and
your power. The things your parents taught you about money also
affect your opinions about yourself and your outlook on life.
Childhood conditioning affects you whether you chose to con-
form or rebel. The important question is whether the values, mo-
tivation, and behavior derived from your inherited purpose move
you closer to or farther from earning the income you want from
work you love.
There are three possibilities about this inherited purpose:
1. You are one of those very rare people who inherited a noble
purpose from your parents. This noble purpose includes
earning the income you want doing work you love, and you
are doing that now. Congratulations to you. Use this book to
expand your contribution. (Incidentally, we haven’t met any-
one like this.)
2. You have discarded an inherited purpose that did not serve
you. By doing this you have made the transition to earning
Parental Teaching about Money 77
the income you want doing work you love, based on your
true purpose. Once again, congratulations to you.
3. You are living your inherited purpose, perhaps earning less
than you want doing work you don’t like.
Now some examples of inherited purpose. (You may find your-

self listed here.)
• Be strong and don’t feel.
• Take care of others before yourself.
• Don’t disturb anyone.
• Don’t disappoint anyone.
• Act helpless and dependent to get love, care, and attention.
• Follow the rules.
• Rebel against rules.
• Look good.
• Don’t make us ashamed of you.
• Accept the blame for everything.
It is beneficial, but not essential, to identify your inherited pur-
pose at this point. When you declare your true purpose (later in
this chapter) and start living it, your inherited purpose will object,
fearing its eventual demise. It will object more and more loudly un-
til you confront whatever it is. Whatever your inherited purpose,
you can be pretty sure it produces very little in the way of satisfac-
tion, joy, or prosperity.
The degree to which you want to blame someone for what hap-
pened (or didn’t happen) in your childhood indicates the degree
to which unresolved feelings hold you back from the success and
satisfaction you deserve. It’s no one’s fault. Blaming your parents is
futile, even if you have a “case.” By “case” we mean even if you can
prove they are to blame.
Blaming yourself is foolish, too. Typically, children are not com-
pletely aware of their own powerlessness and inability to affect
events. For this reason, they often blame themselves (and continue
to do so into adulthood) for events they could not have controlled,
such as the divorce or even death of their parents. Even without
these extreme events in your life, it’s foolish to think your parents
would have treated you better or at least differently if you had been
smarter, prettier, more talented, or better in some other dimension.
Remember, it’s no one’s fault. Most likely your parents had the
highest intentions for you but a flawed strategy for bringing them
about. Remember, your parents did the best they could with the in-
formation they had.
Besides, the actual events of your childhood are far less impor-
tant than what you concluded from them. The events are over, but
the conclusions remain if you haven’t changed them. This fact is
why some people from traumatic childhoods do well financially
while others from loving and supportive backgrounds struggle on
and on with money. Consider, also, that if you believe the events
from your childhood matter more than your conclusions, you are
giving your power away to something you cannot change. You can
use the methods in this book to change your conclusions, but no
one can change the content of the past.
When we mention parents, most people think of those people
they grew up with, who now live in Miami, Phoenix, Poughkeep-
sie, or in the graveyard, Heaven, or Hell, if they have passed away.
Those folks are only one of three sets of parents we all have.
We have:
1. The people we grew up with.
2. The parents who live in our minds—the committee in our
head that evaluates, criticizes, and comments, without invita-
tion, on thoughts, feelings, and behavior.
3. Your true set of parents: life itself. The parents you grew up
with are the manifestations of life itself you used to get here.
Thus, we are all manifestations in the unbroken stream of life
that began at the Big Bang or at a religious creation.
A Word of Caution
Solutions are much more important than problems. What your
mind focuses on inevitably increases. Focus on the problem only
enough to get through the denial and to formulate an effective so-
lution. The problem is always more complex and more familiar
than the solution (often the problem is more dramatic), so you may
tend to become stuck on the problem. Some people spend a long
time in therapy that results in a deep understanding of the causes of
their problems. We believe causes are far less important than solu-
tions. You’re special; your problems are not.
It’s no one’s fault. If you want to blame your parents, then you
have to blame their parents and their parents before them. Pretty
soon you are blaming everyone back to the beginning of time. Any-
one can see this makes no sense.
Relating to Your Parents as an Adult 79
Relating to Your Parents as an Adult

Some otherwise confident and accomplished adults say they feel
like 10-year-olds around their parents. These are people not yet free
of their inherited purpose. Here several suggestions to move your
relationship with your parents to an adult–adult level.
RELATE TO THEM SEPARATELY

Obviously, except for some stepparents, your parents knew each
other before you got here. Possibly they support each other in deny-
ing and suppressing the topics they prefer to avoid. You may even
be delightfully surprised to know them as individuals. Additionally,
you now have some control over the degree of intimacy in your re-
lationship with each of them. There are no rules about how your re-
lationship with them should be now that you are grown up,
although the expectations of all concerned on this topic may be
huge. You can choose the place in the spectrum that suits you from
formal civility to warmhearted affection.
ASK THEM TO RETIRE

By the time you’re 18, your parents’ work is pretty much complete.
However, since no one comes along to tell them this, you may have
to do it yourself. Point out that they will remain your parents for-
ever, worthy of the love and respect accorded their position. The
only difference is they no longer need to do the work. They have
become Mom Emeritus and Dad Emeritus. Remember, they have
thought of themselves as your parents for a very long time, respon-
sible for guiding and supporting you. All of us all enjoy feeling use-
ful. Thus, you may need to discuss their retirement with them more
than one time before they agree. Should they persist in offering un-
solicited advice and criticism, you can gently threaten them with
Parents Anonymous—smile when you do this.
STOP TRYING TO CHANGE THEM OR GET THEIR APPROVAL

I (PL) remember telling my late mother, “Look, Mom, I am
grown up now, so there isn’t much you can do to change me at
this point. So, please retire, so we have a more friendly relation-
ship as adults.” This works both ways. Of course your parents
should be different from how they are. But you’ll be happier and
wealthier, too, when you cease trying to change them, especially
if you are trying to get their approval. Likely their disapproval is a
habitual attempt to control you. Now that you are grown up, it is
up to you whether you grant them that control.
Family Dynamics
A family is a dynamic psychological and emotional system. A func-
tional family operates for the maximum benefit of all members. A
dysfunctional family functions to perpetuate the inherited or ac-
quired neuroses of the authority figures. The system consists of in-
terrelated bonds, boundaries, rules, and roles. Once again, some of
the bonds, boundaries, rules, and roles worked for the benefit of all
concerned, and others did not. Some things must have worked well
in your family, no matter how dysfunctional it was, or you could not
have survived.
Your View of Your Parents

It is unreasonable to believe your parents were perfect and were
able to raise you without making a mistake (usually many mistakes
and omissions, as well). Nor should you think they are the worst
people on earth. You could not have survived your childhood if
they were. It is probably reasonable to say they were well-
intentioned people with flaws—perhaps even serious ones. What-
ever they did or didn’t do, each of us is responsible for recovering
from our upbringing.
They were probably wrong about money. This doesn’t make
them bad people, just flawed.
What follows is a discussion of each element of family dynamics:
bonds, boundaries, rules, and roles.
Bonds
Family bonds are lifelong, for better or worse. Even if you live for
over a century, your relationship with your parents will never fade
from memory. The most important bond in any family should be
that between husband and wife. This bond acts as the example the
children absorb about intimate relationships, and this is the bond
that will remain between the spouses after the children have grown
up and left. In some destructive cases, the strongest bonds are not
those between wife and husband. If the husband’s strongest bond is
to his work and the wife’s strongest bond is to the children, they will
Bonds 81
discover they have little to give each other once the children are
grown, and perhaps sooner.
Once I (PL) had a client, Oliver, whose younger sister, Martha, had
died after a long, debilitating childhood illness. The illness caused
Martha to be almost completely helpless for several years before her
death. She received constant parental attention, way more than he. It
is hard to imagine the devastating impact of the loss of a child. Al-
though it must stand out as the most severe tragedy, these people did
not handle it well. After Martha’s death, the parents’ strongest bond
continued to be to their deceased daughter. Family holidays were
marked with parental comments such as “If only Martha could see
this.” Her birthday was celebrated each year as if she were still there.
These family bonds affected Oliver. He had made repeated at-
tempts at starting businesses, but always got into difficulties that re-
quired his parents to rescue him. Ironically, he had just enough
temporary successes to maintain his parents’ willingness to help
him out.
After some intense discussion about his personal history, we
concluded that his inherited purpose was to compete with his sister
for his parents’ attention by being helpless as she was. When he saw
that his sister had unintentionally given her life to get their atten-
tion, he realized that getting their attention was a game he couldn’t
and didn’t want to win. He forgave himself and his parents, de-
clared his true purpose in life, started a flower business, and broke
the pattern of needing to be rescued.
BOUNDARIES
Boundaries have a lot to do with manners. They can be compared
to little islands of respect surrounding each person. The specifics of
boundaries vary somewhat according to culture. Generally, we
don’t touch people unless invited to, we don’t ask them about their
personal life when we first meet them, and we expect similar cour-
tesies. Respect for boundaries is a cultural expectation.
From my (PL) consulting experience, I’ve learned boundaries
have the biggest effect when they are violated. Childhood sexual
abuse is the most grievous boundary violation I have encoun-
tered. There is a built-in genetic expectation that fully grown
members of any species will care for (or at least not harm) the
younger members of the species. This expectation probably became
part of the genetic makeup sometime after life evolved beyond the
single-celled organism. Childhood sexual abuse is a violation of

this social contract. To my knowledge, there is no society in which
sexual activity with children is acceptable.
One of my clients, Angela, suffered extreme childhood sexual
abuse involving her father and other male family members. This
unresolved experience caused her a wide variety of personal prob-
lems, but here I will discuss only their financial implications. Angela
had an extraordinary talent for seeing color and detail. But she
worked in a low-paying job for a printing company, doing color sep-
arations. People doing similar work in the film industry typically
earned three to five times as much.
This woman exhibited characteristics that are common to sex-
ual abuse victims. All the sexual abuse victims I have met have ab-
sorbed the “Don’t tell” message. Additionally, Angela carried
residual shame about what happened and about the fact she en-
joyed some of it. Shame is highly toxic to wealth. Shame carries the
erroneous idea there is something irreparably wrong with you. This
notion leads to the belief you don’t deserve the good things in life,
such as acceptance, affection, and money. The recovery of sexual
abuse victims begins when they realize that the shame is an erro-
neous and unwarranted reaction to an experience they could not
control and did not choose. This realization provides them with
previously unknown freedom to receive the good things in life the
shame had kept away.
When Angela realized she was not to blame for the abuse and
with the ensuing resolution of her shame, she was able to increase
her income significantly by working freelance in the film industry.
In addition, her personal life improved greatly.
Rules
Every family has rules. Some, such as “Look both ways before cross-
ing the street,” are of obvious lifelong benefit to everyone. Others
are childhood rules, which are actually counterproductive after you
are grown up. Here are 10 examples:
1. Sit down and be quiet.
2. Children should be seen and not heard.
3. Don’t brag or say good things about yourself.
4. Do as you are told.
5. Don’t do anything without permission.
Rules 83
6. Take what you are given and don’t ask for more.
7. Don’t take money from friends.
8. Don’t take money from strangers or talk to them.
9. Don’t rock the boat.
10. You can’t have your cake and eat it, too.
Many of these are excellent rules for a five-year-old. If you are

25, 35, 45, or older and still obeying them, however, these rules will
hinder your financial success.
Here is what may happen if you continue to follow these rules as
an adult:
If you follow rules 1, 2, and 3, you feel uncomfortable about
public speaking, job search, or selling anything. Job search and sell-
ing have a great deal in common. The former is far more difficult,
because the product and the salesperson are identical. It is the ulti-
mate sales job; your survival is at stake. Job candidates are unem-
ployed salespeople, selling their skills in a very competitive
environment. A job search is intensely emotional and much more
difficult if you have never learned to sell. In many surveys, people
have named public speaking as their most significant fear—clearly
an irrational fear, caused by childhood rules. After all, the casualty
rate among public speakers is quite low.
Remember that the fear you experience when learning to sell
has nothing to do with the prospective customer or the current situ-
ation. Instead, it is actually about breaking family rules.
If you follow rules 4 and 5, you’re likely to have a job. People
who own a business soon discover there is no one to provide in-
structions and no one whose permission is required. Success in
your own business requires the willingness and ability to operate on
your own authority.
If you follow rule 6, you accept the salary you are given and
feel very uncomfortable discussing a raise. Asking for what you
want is always a bit uncomfortable, because you run the risk of re-
jection. Following this rule makes negotiation out of the question,
meaning you can never receive anything better than the first offer
anyone makes.
If you follow rules 7 and 8, you have a less than satisfying rela-
tionship with your boss. If it is not OK to take money from friends
or from strangers, whom does that leave? Known enemies! This
may seem a mere play on words until you consider the sometimes
suppressed animosity between employers and workers that seems

to be expressed only from time to time in labor strife. Job satisfac-
tion is impossible if you view your employer as an adversary.
If you follow rule 9, you perform at less than your best or sabo-
tage your success. Why? Excellence always rocks the boat.
If you follow rule 10, success does not seem to be worth the
price. People try to prove this to be correct by creating endless ob-
stacles and struggles. With this mind-set, you will create losses that
you attribute to your progress and that make you wonder whether it
is worth it.
It is not a good idea to rebel against all the rules our parents gave
us, although we know a few people who try. Surely your parents
taught you some wise rules.
WHAT HAPPENS WHEN YOU BREAK THESE RULES?

These rules are more than intellectual furniture. Intellectual furni-
ture means knowledge with little or no emotional impact. C 2 = A2 +
B 2 would be an example. This formula, the Pythagorean theorem
for calculating the measurements of a right triangle, is something
most of us learned in the sixth or seventh grade. Trigonometry is
very different from the childhood rules we are discussing here. The
difference is the childhood rules were enforced. It doesn’t matter
what the methods were; they may have been extreme or not, rang-
ing from brutal beatings to being unfavorably compared to a sibling
to being sent to bed without supper. All the methods share an in-
tense, negative emotional component. In other words, failure to fol-
low the rules made you feel bad. This is the reason why when as
adults we step outside these rules, the emotional memories of the
enforcement flood awareness. For some people, just thinking about
breaking the rules does this.
Stepping beyond these counterproductive rules is bound to feel
uncomfortable. Knowing this makes it easier to accept the discom-
fort and move forward with your own business. The discomfort
does not mean there is something wrong with you or that you are in
any danger if you choose to violate these rules.
Financial success requires you to defy these rules and become a
rebel for your own good. Rebellion has a well-deserved bad reputa-
tion, often expressed in self-destructive behavior like reckless dri-
ving or dangerous addictions. We are not referring to this sort of
Rules 85
rebellion, but rather to stepping beyond the artificial bounds of po-

liteness imposed before you learned to think for yourself.
Perhaps the particular rules that hold you back have been oper-
ating in your consciousness without awareness for decades. Once
you are aware of the existence of these childhood rules, you can
catch yourself when you hear them functioning in your conscious-
ness. When this happens, simply laugh at their feeble attempt to
stop you by remembering you are grown up now.
The rules in your family may have been different from the 10
examples listed. Ask yourself what your parents taught you (both
by instruction and by example) about money and about proper
behavior. A list of such items may turn up rules that no longer
serve you.
LIST YOUR PERSONAL CHILDHOOD RULES

Take a moment now to start a list of the childhood rules in your
household. You’ll discover that some of them are still highly use-
ful, while others may be holding you back from your dreams. Do
this now. Remember, the more you put into these exercises, the more you
will benefit.
One of Phil’s clients, Edgar, was a skilled Internet program-

mer unhappily employed in Corporate America. He dreamed of
starting his own business, but was afraid to. In addition to many
of the 10 common childhood rules, his father was a vigorous ad-
vocate of getting a job with a good company and staying there.
Until he started working with Phil, Edgar had been following the
common childhood rules, as well as his father’s admonitions
about the importance of the financial security that comes from a
job with a big company.
He began selling a $5 to $20 item (this is described in detail in
Chapter 13) and began to deal with some of the feelings and
thoughts that comprised his inherited purpose. After about six
months, he broke free of his inherited purpose and started his own
Internet business.
ROLES
Family roles appear to be the most important aspect in the develop-
ment of inherited purpose and, therefore, have an effect on adult
behavior usually more significant than boundaries, bonds, or rules.
For this reason, we’ll present three examples of people breaking

free of inherited purposes that came from unconsciously adopted
family roles.
Some part of the reason why people bear and rear children is to
perpetuate their own genetic characteristics in the world. There-
fore, in varying degrees, an important childhood message our par-
ents gave us is “Be like me.” Sometimes parents punish children for
behavior they themselves do, but almost no parent is so bold about
this as to tell a child, “Do as I say, not as I do.” As children, we either
conformed to or rebelled against this message; the choice formed a
part of our inherited purpose.
Additionally, we needed to find a way to fit into the social struc-
ture that existed in our family before our arrival. It is rare that chil-
dren try for a role that has already been taken, because of the
resulting competitive sibling rivalry. The role we adopt enables us
to fit in, be accepted, and perhaps even be useful. These roles are
dynamic and change with major transitions in the family. Job loss,
death, divorce, and relocation may cause family members to change
roles, because the challenge caused by the new situation may bring
out a previously unseen portion of their personality.
To generalize a few examples of family roles, there are caretak-
ers, providers, comedians, lost children, rebels without a cause,
good students, sick children, confidantes, beauty queens, and star
athletes. Whether one role is better than another is an individual
judgment. The deciding issue is whether you have chosen the role
consciously or whether the role represents an unconscious choice
made a long time ago as a child to fit in with your family.
People Who Discarded Family Roles

and Moved on to True Purpose
The examples that follow of Mary and Beverly are almost polar op-
posites. Theirs and George’s story illustrate that what is right for
one person is not right for another. Mary was a social worker, very
unhappy with her career when I (PL) met her. When she declared
her true purpose, the reason she was unhappy in her work became
evident. Nothing in the purpose she declared was even remotely re-
lated to social work. After some discussion of her family history, we
discovered the caretaking part of her social work job was a role
adopted in childhood. She was the oldest sister in a large, poor fam-
ily with both her parents working long hours.
People Who Discarded Family Roles and Moved on to True Purpose 87
The true purpose she declared showed strong interest in help-

ing people maintain their health. She spent a couple of weeks re-
searching business opportunities in this field. Then she bought a
distributorship in a network marketing company offering health
products. She began selling these part time while staying, at least
temporarily, at her social work job.
She was much happier and successful, too, in her network mar-
keting business. Her ability to support other people and to deal
with their problems from her experience as a social worker served
her well in her relations with customers and the distributors who
signed up to conduct the business down the line from her. Her nat-
ural ability to motivate others and to provide them with a vision of
their own potential aided her in creating prosperous distributors in
her group.
Beverly was an attorney working as a research specialist in a
large law firm. Although she had risen rapidly because of her hard
work and ability to uncover the arguments her colleagues needed
for their trial presentations, her dissatisfaction increased yearly. A
single mother, she agonized about the long hours she spent away
from her three children, her true source of joy. She worried they
were growing up without her.
Her true purpose revealed that her most important values re-
lated to children in general and her children in particular. Bev-
erly realized her inherited purpose was about law and arguments
came from her father, a federal judge. A preoccupied man, he
paid her little attention unless she contentiously discussed the
cases he had heard. As a child, she had used these discussions to
get her father’s attention.
On her next vacation, she took a temporary job at a local
day care center and loved it. After the vacation, she switched to
part-time hours at the law office, simultaneously working part
time at the day care center. She put together a plan to purchase
a center.
Her research skills came into use when she gathered informa-
tion about the centers in her town to identify the best ones to buy.
She bought the best one available and quit the law firm. Within a
few years, she had expanded to a chain of several centers.
George was a Training participant who was a highly talented pi-
anist and composer with far greater problems than even the usual
Starving Artist. George was receiving welfare checks and had been
for quite some time. In fact, George was a third-generation welfare
recipient. His parents and grandparents before him had lived most
of their lives on welfare. George was aware that his purpose in-
volved musical expression, but unconscious allegiance to his role as
a helpless dependent of the government stood in the way of making
his music pay.
George had produced a cassette of his music and was looking
for music gigs. After a few months, he had learned and applied
most of the methods described in this book, but he was still depen-
dent on welfare.
I was impressed by his diligence during this time and tried to
think of some way to help him free himself from his inherited pur-
pose. One day, in a group Training course, I suggested he try some-
thing radical. I suggested he recite and accept the very negative
thought that was holding him back. By observing him, I had de-
duced that this was “My financial problems are caused by geneti-
cally transferred character defects I can do nothing about.” He
agreed to do this and said the phrase once to each of the other par-
ticipants, who responded simply with “I understand.”
By the next week his business had taken off, and he was fin-
ished with the Welfare Department. I believe this worked for him
because the phrase he repeated was the exact thought that had
been holding him back. Simply acknowledging its negative truth
set him free from the role he had inherited from two genera-
tions. Much of his adult life had been a struggle to deny the
power of this thought. By allowing it to be expressed in the exter-
nal world and discovering nothing bad happened by doing so,
the negative thought lost its power over him. I don’t think this
would have worked if he had not been so highly motivated to
break free from his family tradition. If he were not so motivated,
it could have simply become another excuse.
I have included this story to show that sometimes it is necessary
to uncover new methods. Your motivation and desire to succeed are
what will get you where you want to go, and the methods are only
tools to do so.
From these three examples, you can see how the family role
becomes an identity with a specific personality and its own out-
look on life, habits, traits, and ways of thinking and dealing with
reality. Pretending to be someone else is hard work, if for no other
reason than the constant anxiety that someone may find out you
are faking it.
Your Purpose in Life 89
Your Purpose in Life

Purpose is a strategy, the strategy you have designed to express
your important values. Everyone has a strategy, whether it was
consciously designed or unconsciously adopted from childhood
experience.
Inherited purpose is the action part of the role adopted in child-
hood. We accepted this inherited purpose without realizing it or
choosing it. An inherited purpose can provide us with little satisfac-
tion, because it was almost always designed to please someone else
and, because we chose it unconsciously, we don’t usually remember
choosing it.
A purpose is similar to an outfit of clothing. One outfit is not
necessarily better than another, it is a matter of individual suitability
and taste. What fits you and looks good on you may not look so
good on someone else. Additionally, you will enjoy much more the
outfit you choose than the selection another might make for you.
For many participants in our Training sessions, dramatic and
satisfying changes in their lives begin with the simple declaration of
their life’s purpose. This is done by asking yourself, “What am I do-
ing here?” It’s impossible to imagine a person without purpose. A
person who completely lacks purpose would find it impossible to
make any decision.
Here is my life’s purpose: (PL)

The purpose of my life is to use my creativity, curiosity,
courage, common sense, compassion, and sense of humor
by setting a good example, writing, teaching, traveling, and
adding to my personal fortune so that everyone enjoys the
satisfaction of serving others in the way we most prefer and
everyone experiences freedom and peace of mind.
And here is my purpose: (AF)

The purpose of my life is to use my entrepreneurial spirit,
confidence, self-motivation, dedication, and team-building
ability by developing, promoting, teaching, coaching, and
mentoring others so that they are able to expand their
minds, become personally and financially free, and be able
to enjoy all that life has to offer.
If you experience life as a precious gift, then it follows that your

life deserves a noble purpose. Not a grandiose purpose stemming
from a big ego, but rather a lofty purpose that expresses your most
important values in ways to benefit yourself and others.
Purpose is an internal statement with external expression. For
this reason a person could follow his parents in the family business
and still live a life based on his true purpose; another person could
choose an occupation and lifestyle completely different from her
parents and still be stuck in inherited purpose.
Better Decisions
Your life has been shaped by hundreds of decisions, some good and
some not. If you do not know your purpose in life, then decision
making can be a worry-filled nightmare because it’s difficult to
know if you have made the right decision before you see how it
turns out. A person choosing between moving to Miami or staying
in Minneapolis, for example, might make long lists of the good
things and bad things about each location and, even after much
soul searching, be no closer to the better choice. Without a frame-
work for evaluating the information, it’s impossible to see the bet-
ter choice. However, a clear purpose in life makes choices easier
and quicker because you have only to choose the option that most
supports your purpose—the option that most empowers you to ex-
press your purpose. Once you recognize your life’s purpose, you
have fewer nagging second thoughts.
Respond to what your purpose tells you instead of to the dis-
tracting noise in your mind or from others who advise you of their
expectations. Beyond that, clarity of purpose makes it easy to justify
decisions. You simply say, “I took the choice that supported my pur-
pose.” As consultants, we refrain from advising people what busi-
ness they should be in. You can make that decision far better than
we by choosing a business that expresses your purpose in life. Chap-
ter 8 explains how to free up your creativity to design a business
that suits you.
Satisfying Life
The accumulation of physical goods provides only limited satisfac-
tion. Everyone is different, but at some point the acquisition of one
more physical possession becomes meaningless. Instead, satisfac-
How Do You Decide Which Desires to Accept? 91
tion results from the expression of your consciously acknowledged

important values in a way that suits you.
Both designing and expressing your consciously chosen pur-
pose will increase your awareness of what you really want. Are your
desires really OK with you? This point is important to consider, be-
cause if they are not, there are likely to be internal conflicts in de-
signing your purpose.
How Do You Decide Which Desires to Accept?

Accepting a desire does not mean you must act on it. Accepting a
desire simply means that you accept yourself while having it. Con-
versely, condemning your desire implies that you disapprove of
yourself for having it. A little self-examination may be necessary to
bring this dynamic to awareness. Do this by contemplating some de-
sire that is not OK with you and notice how you feel about yourself.
If you have walked across the Golden Gate Bridge or been to the
top of the Empire State Building or any other high vantage point,
most likely the desire to jump passed through your mind. It seems
to be just about impossible to look down from a high place without
wondering what it would feel like to jump. Statistically, most people
who visit these places, even those who accept the desire to jump
and thus enjoy the experience of imagining jumping off, do not in
fact jump. So accepting this desire did not cause them to act it out.
ACCEPTING DESIRES
Take a minute to think about some of your desires that you do
not accept—that are not OK with you. Write these down. Take
your time and let it be OK to know about them. Likely these de-
sires are accompanied by negative internal self-talk and perhaps even
guilty feelings of self-condemnation. However, having a desire in no way
compels you to act it out. For a moment, allow yourself to accept these
desires, realizing that most humans probably have some of the same
ones. By doing so, you’ll immediately notice an internal shift to greater
self-acceptance.
The inability to accept yourself leads to a variety of problems and con-
flicts, and not just about money. Shame, guilt, beating yourself up, making
yourself wrong, giving yourself a hard time, and feeling depressed are
some of the ways people express the inability to accept themselves.
These patterns are common to a wide variety of clients. The feelings
(usually guilt) associated with condemning desires have caused some peo-
ple to suppress their desire for money, as well. Make sure you take the time
and do the exercise now. This book will do you no good if you skip the ex-
ercises, as you may have done in the past. Taking care of this now will set
you free. What are you waiting for?
How Do You Sort Out Which Desires to Act On?

Human motivation comes from values, which are thoughts, atti-
tudes, and opinions that each of us feel strongly enough about to
put into action.
For example, if working hard is a value to you, something you
believe to be valuable for its own sake, this underlying value could
motivate you unwittingly to miss out on or ignore moneymaking op-
portunities that would empower you to work less and earn more.
Most people have less money than they want, and many people feel
guilty about wanting money. In other words, they condemn their
desire for money. Logic leads to the conclusion that accepting your
desire for money, instead of feeling guilty about it, can only in-
crease your wealth. If you don’t desire money, that is OK, too. (Al-
though if that is the case, we doubt you would be reading this
book.) Everyone we know who has been both rich and poor, and
thus has had the opportunity to compare the two, has a strong pref-
erence for rich.
Relying on your sense of morality to determine which desires
to act on may serve your well-being in some cases, but in other
cases, especially those related to money, it may not, simply be-
cause of the often-repeated childhood message that it is not OK
to want money.
It is virtually certain that you’ll be wealthier and happier, too, if
you rely on a consciously chosen purpose for your life to serve as
the guide for choosing which desires to act on.
Parents provide the basic values education. As children, we
formed the values our parents gave us into an unconscious pur-
pose. In most cases, the childhood purpose is based on gaining the
approval of the people around us on whom we are temporarily de-
pendent or on attempting to control them to provide the nurturing
we needed, or both. The important question to consider, as an
adult, is whether this purpose, adopted so long ago, under very dif-
ferent conditions, and perhaps unconsciously, is providing you with
the degree of satisfaction and self-expression you seek in your life
now. Are you satisfied with the state of your health and wealth, with
Money and Your Purpose in Life 93
your relationship with a higher power, with yourself and others, and
with the difference you make in the world? Achievement without
purpose is compulsion and thus less than satisfying.
In a few pages we will present a method for designing your con-
sciously chosen purpose in life. This method has been used by thou-
sands of people in Training and in individual consultations. In
some cases, people resist and procrastinate defining their purpose.
The joke about the process of uncovering your true purpose is that
it takes 3 weeks and 45 minutes: 3 weeks to procrastinate and 45
minutes to do it.
Money and Your Purpose in Life

Some of you may be wondering what purpose in life has to do with
money. Because purpose is a strategy that we use to express our im-
portant values, it follows that our use of money is one of the impor-
tant ways to express these values. Money is very, very flexible, with
an infinite variety of ways to earn it and spend it. Your wealth at any
point is the end result of millions of earning and spending deci-
sions. If you live in the developed West, you probably will earn more
than $1 million in your lifetime. The decisions about how you earn
this fortune, and spend it, are determined by your purpose in life.
Taking this one step further, consider your purpose for money.
In our consulting work, people’s life’s purpose and purpose for
money are very useful starting points for discussion because of the
pervasive effect of purpose on thought and action. Most often, peo-
ple who are living paycheck to paycheck have an unconsciously cho-
sen purpose for money that is something like “Money is to live on”
or “Money is to buy the things I need.” Because money responds to
the commands of the human mind, the external financial experi-
ence of these people conforms to their internal thinking about it.
If you are living paycheck to paycheck, then the decisions about
how to use your money are made by the bills you pay each month.
This situation makes it impossible to take charge of your money.
You have unintentionally turned over your prerogatives as your own
financial manager to your creditors and to your letter carrier who
delivers the bad news each month. Additionally, when bills exhaust
all of your income, you are protected from making a mistake, per-
haps unconsciously, thinking something like—“I used all my money
to pay my bills. That’s the best thing to do with it.”
For many people the prospect of dramatically increased income

is frightening. As they lack a clear purpose for their life or their
money, the possibility of greater income brings up anxiety about
loss or making mistakes. Having a noble and consciously chosen
purpose provides you with a framework for making decisions about
the effective use of your growing income.
Why Bother to Declare Your Purpose?

Life has no meaning until you give it one. Choosing a consciously
declared purpose ensures that your life has the meaning you prefer.
Without purpose, accomplishment is less than satisfying because it
tends to be motivated by unconscious desires. Goals become things
you should do, rather than things you want to do. Without purpose,
decision making is unduly difficult because of lacking a framework
for evaluating the pros and cons of any important choice; it may
lead to a great deal of second guessing. You may have experienced
the conflict of “analysis paralysis” in the past.
Declaring your own purpose is the first step in moving ahead. By
choosing a purpose, you have a consciously devised filter through
which to consider which desires will benefit you.
Goals naturally flow from your expression of purpose in a men-
tal hierarchy that looks like the chart in Figure 6.1.
FIGURE 6.1 Hierarchy of Your Goals

Why Bother to Declare Your Purpose? 95
The hierarchy operates, whether you are aware of it or not. If

your purpose is not consciously chosen, then your unconsciously
chosen inherited purpose may conflict with consciously chosen
goals. Here you will learn to declare a consciously chosen purpose
to express your important values.
Motivation matters, also. If you have experienced conflicts or re-
sistance in achieving consciously chosen goals, overreliance on
moving-away motivation may be the root cause. Overreliance on
moving-away motivation causes a person to be primarily reactive to
external events rather than responsive to internally generated goals
and desires.
Consistent use of the Baseball Diamond method from Chapter 4
increases the power of moving-toward motivation. This method bal-
ances your behavior between avoiding painful situations and mov-
ing toward your internal pleasurable goals. We have uncovered a
number of irrational fears that are the root of this procrastination.
If you have any of these fears, realize that they are truly irrational
rather than warnings of impending danger.
Fear of being different, attracting attention, or speaking up
in general
People with the confidence to act on their own authority are a
rarity. When you permit yourself to be motivated by a consciously
chosen purpose, you run the risk of disapproval from those who
are threatened by your initiative.
Unwarranted loyalty to childhood purpose or to parents
in general
The movie My Big Fat Greek Wedding depicts the perils of violating
family loyalty in an extreme manner. Clearly most families are not
so xenophobic as the family in the movie that is devastated by a
daughter’s intention to marry a non-Greek. However, almost all
families enforce certain conditions that must be fulfilled to main-
tain acceptance and approval.
If your parents love you at all, then they want the best for you
according to their own values. Whether their values are the right
ones for you is a determination only you can make. Probably
some of what they taught you is useful and some is not. If you re-
main loyal to counterproductive values—struggle, helplessness,
conformity, domination, and sacrifice—these are expressed as
part of your inherited purpose. Earning the income you want
from work that satisfies you is an act of defiance. It defies both so-
cietal and parental conditioning.
Fear of failure
How am I going to accomplish what I really want? A purpose is not
about accomplishment at all. Goals flow from purpose. Goals relate
to accomplishment. Purpose relates to expression.
Fear of loss
To the extent that a person’s unconsciously chosen purpose in-
cludes using behaviors or avoiding certain behaviors in order to
receive approval or to avoid disapproval from others, then the
prospect of changing to behavior that is self-determined may ap-
pear to create a risk of losing approval from the outside. Con-
sider for a moment the value of outside approval conditional on
conformity. Isn’t this very much like how your parents endeav-
ored to control you? Do you prefer to make decisions on your
own authority or to allow yourself to be governed by what others
may think?
Preconditioned, unconscious notions of right and wrong
Perhaps you learned from your parents that it is not OK to want
money. If you were punished or disapproved of when you asked
for things as a child, as an adult you may tend to avoid experienc-
ing your desire for increased income. Opportunities that could
result in greater income may make you uncomfortable, usually
with feelings of guilt. You may even have an unconscious strat-
egy for avoiding such opportunities in order to feel relief from
the guilt.
You can use a clearly defined purpose for your life as the yard-
stick to evaluate whether any desire is harmonious with the full ex-
pression of that purpose. If your purpose benefits yourself and
others, then it is prudent to conclude that your desire for money is
right. Recognize any uncomfortable feelings as simply residue from
your unconsciously adopted purpose from childhood. Regarding
money, whatever your purpose is, you’ll express it more fully with
money than without. Is part of your purpose to help people? To be
a philanthropist? You’ll accomplish much more with money than
without it, and you’ll be happier in the process. In fact, everything
you do with money expresses your purpose, whether the purpose is
consciously designed or unconsciously adopted.
THE PURPOSE OF MY LIFE METHOD

This extremely important method will help you declare a mean-
ingful and noble purpose for your life. Now is not the time to pro-
crastinate. You have suffered enough; otherwise you wouldn’t be
reading this. Do this method now. Let yourself become aware of what you
are really meant to do.
Section A: List 10 to 20 characteristics you like about yourself. For ex-
ample: My adventurous personality, my creativity, my caring for people
and society.
1. My _____________________ 11. My _____________________

2. My _____________________ 12. My _____________________
3. My _____________________ 13. My _____________________
4. My _____________________ 14. My _____________________
5. My _____________________ 15. My _____________________
6. My _____________________ 16. My _____________________
7. My _____________________ 17. My _____________________
8. My _____________________ 18. My _____________________
9. My _____________________ 19. My _____________________
10. My ____________________ 20. My _____________________
Now look back over your list and check off the three, four, or five most sig-
nificant characteristics to you.
Section B: List the ways you like to express yourself involving one or
more of the characteristics you checked in section A. For example: Help-
ing, caring, loving.
1. ______________________ing 11. _____________________ing

2. ______________________ing 12. _____________________ing
3. ______________________ing 13. _____________________ing
4. ______________________ing 14. _____________________ing
5. ______________________ing 15. _____________________ing
6. ______________________ing 16. _____________________ing
7. ______________________ing 17. _____________________ing
8. ______________________ing 18. _____________________ing

9. ______________________ing 19. _____________________ing
10. ______________________ing 20. _____________________ing
Section C: Think about your highest aspirations for yourself and the world,
and describe these in 25 words or less.
________________________________________________________________
________________________________________________________________
________________________________________________________________
________________________________________________________________
Now go back to section B and check off the three, four, or five activities
that contribute the most to making the world more the way you just de-
scribed it.
Section D: The Purpose of Your Life. Fill in the first blank with the items you
checked off in section A. Fill in the second blank with the items you
checked off in section B. Fill in the third blank with the description you
wrote in section C.
The purpose of my life is to use my
________________________________________________________________
________________________________________________________________
____________________________________________ by _________________
_______________________________________________ so that __________
________________________________________________________________
________________________________________________________________
_______________________________________________________________.
What did you learn from discovering your purpose? Is it what you
thought it was? Is it much different from what you thought it would be?
Now that you have written down your purpose, you are on your way to
achieving the success you desire and deserve. Pat yourself on the back for
accomplishing this. Do this now! Go on, you deserve it.
If you have not finished your purpose or if you skipped this exercise,
go back and do it now. It is vitally important that you complete the
methods in the order we have written them. Go ahead and design your
life the way you choose, instead of what others may prefer. Do this
method now!
Some participants in our Training sessions take as little as 45 minutes
to define their purpose in life using the method described here. Some peo-
ple take longer, and others a lot longer. It’s worth doing, no matter how
long it may take. Discovering and declaring your purpose is the most sig-
nificant thing you can do. It’s all too easy to allow yourself to be distracted
by the trivia of day-to-day living and to avoid examining the most impor-
tant issues. For some people, finding out how little harmony there is be-
tween their external life and their internally generated purpose comes as a
big shock. Often these are the people who experience a midlife crisis
when, in their 30s or 40s, they realize how hard they are working for so
little satisfaction.
Clarity about purpose starts you toward significant improvements in
your life. It will help you to:
• Increase your inner direction and self-reliance.

• Make decision making quicker and more effective.
• Make your financial life simpler and more focused.
• Stop worrying about the small stuff and realize you are a loving per-
son with important business to conduct.
• Put uncomfortable feelings in their proper perspective, reducing fear
of failure, fear of success, and others.
• Make everything you do a priority. If you add some skillful time man-
agement to your purpose, you can stop wasting time on activities
that do not matter.
Remember that a purpose is different from a goal. A purpose is ex-
pressed; a goal is accomplished. A purpose is timeless, whereas a goal
has a beginning, a middle, and an end. The goals that will be the most sat-
isfying for you are those that are direct expressions of your purpose.
When you are satisfied with the declaration of purpose you have cre-
ated, write it on a small card and carry it with you in your purse or wallet.
Refer to it whenever you have a decision to make. Also, read it every
chance you get to reinforce what you intend to do. The more you read
your life’s purpose, the more you will know exactly what to do to move
yourself forward. The decisions you face will become easier and easier as
your purpose becomes more a part of you.
Become Your Own Source of Permission

Adherence to the childhood rule of “don’t do anything without
permission” makes success in your own business an uphill strug-
gle. There is no boss to give you permission, so you’re likely to
procrastinate a lot about decisions and then second guess your-
self afterward.
As children, we needed permission to do almost anything.
When we did not ask for it and did what we wanted, often we were
punished by our parents, family, teachers, and other authority fig-
ures. Those of you who went to parochial or military schools under-
stand this very well.
I (AF) went to a parochial grammar school and felt that I had
no permission to do anything except what the nuns, priests, and
teachers told us was OK. When we stepped outside the boundaries
of permission, we were punished severely—sometimes to a point of
borderline physical abuse. For a long time this stifled me from mov-
ing forward, and I developed a rebellious nature toward authority
figures. Now that I am an adult, I discovered that this attitude
served me much better to get ahead in life. I am not suggesting that
you rebel against everything—just challenge the ideas and see if
permission is truly required.
PERMISSION VISUALIZATION METHOD

Give yourself permission that you did not believe you had or no
one else gave you before. We are our own source of permis-
sion. Most things we want to do only require our own permis-
sion. So let’s give ourselves the permission that we deserve to achieve
what we desire. Do this method now. It will assist you in getting through
the rest of the book.
Imagine your higher power (God, Universal Intelligence, or whatever
higher power means to you). Make sure this image is colorful and right in
front of you at eye level in your mind. Make the colors stark and vivid like
the movie Dick Tracy or like watching colorful fish in coral reefs.
Make sure the picture you have of your higher power is close and
large. Hear any sounds, feel any feelings, smell any smells, and taste any
tastes associated with this image. Make sure you are really feeling the
sensation inside yourself when thinking about your higher power. Once
you have this image complete and you feel the feelings inside, raise this
image up in front of you to about 45 degrees above eye level, where it is
still comfortable to see without having to tilt your head. Leave the image
up there.
How to Stop Giving Away Your Power 101
Now imagine a great big billboard with bright white lights all around
it right in front of you. The lights are flashing around the billboard in a cir-
cular pattern. Now place the word “PERMISSION” in great big block letters in
the center of the billboard. Make sure your image is in vivid color, bright,
and large as it is in Figure 6.2.
Now raise the billboard up to the same level as the image of your
higher power. Let the two images melt together to become one.
Now that you have this new image, how do you feel? Are you feeling
more empowered? Do you feel that you have to have someone else’s per-
mission to move forward? Anytime you think that you have to have permis-
sion, just remember your new image. Remember, you are the source of
your own permission. Having your own permission is the only thing that
matters. Now you have the tool to give it to yourself. Treat yourself and use
this technique any time you feel that you require someone else’s permis-
sion. Most important, enjoy the freedom it gives you.
How to Stop Giving Away Your Power

Many societies practice rites of passage, ceremonies to mark the on-
set of adulthood. Typically these ceremonies are different for males
and females. Even though the ceremonies vary greatly from one so-
ciety to another, there are a couple of common elements among
them. One is that the ceremonies are usually quite dramatic, some-
times even brutal, far more dramatic than graduation or obtaining
a driver’s license, which serve as rites of passage in western society.
Perhaps the most important characteristic of these rites of passage
FIGURE 6.2 Giving Yourself Permission

ceremonies is that they take place in the presence of a significant

number of the people. The adults simultaneously begin to treat the
initiate as an adult and expect him or her to behave in that way. In a
short time, the new adult catches on and fulfills the expectations
that the group has for adults.
In western society, the passage to adulthood is spread over a
longer period of time. Whatever your process may have been in ar-
riving at adulthood, if you still look to others as authority figures or
need to be told what to do, or if you give others the power to judge
your worth, these expectations will limit both your accomplishment
and satisfaction.
It is important to understand how we view the authority figures
in our lives. Depending on how we see them in relation to our-
selves, we may be giving away our personal power for no reason. If
we view the authority figures in our lives as we did as a child, in our
minds they will appear to be much larger than we are. In those
cases, we may be giving them more weight than we do our own deci-
sions. (See Figure 6.3.)
As children we are told to respect our elders, the police, fire-
fighters, schoolteachers, and so on. We have been conditioned to
elevate them to a higher level than ourselves. As adults, we may still
be seeing these people the same way because our unconscious
FIGURE 6.3 Authority Figures

How to Stop Giving Away Your Power 103
mind was conditioned for many years. Our parents did not mean to
harm us by giving us this information. They did the best job they
could with the information they had at the time.
How do we change our perception of authority figures to reflect
a more realistic view? The next method will place authority figures
in proper perspective.
AUTHORITY SIZE METHOD

First, understand there are no right or wrong answers here. The
method will be different for everyone.
Find a nice comfortable place where you can relax. Close
your eyes and take a deep breath. Relax totally. Now imagine a picture
of your father—however that comes up for you in your mind. Once you
have the picture of your father, imagine a picture of yourself. Once you
have both pictures in your mind, place them side-by-side. Which person
appears larger—is your father larger than you are, or are you larger
than he is? Just remember the answer to this for now. We will come back
to this shortly.
Next, clear the pictures in your mind by looking at the ceiling for about
three seconds. Then look straight ahead at the wall for three seconds. Now
go through the same exercise with your mother. Imagine a picture of your
mother in your mind—however she looks to you. Once you have the pic-
ture of your mother, get a picture of yourself again. Once you have both
pictures in your mind, place them side-by-side. Notice which person ap-
pears larger—is your mother larger than you are, or are you larger than
she is?
Use this method for any authority figure in your life. For example, we
used this technique when we were looking for a publisher for this book.
You now have a picture of your parents compared to you. Were they
larger in size than you? Was one of your parents larger than you and the
other smaller? If so, which one was larger? This is important for you to
understand. If your father was larger, then you may want to look at other
male authority figures in your life and see how they compare. Con-
versely, if your mother was larger, you may want to look at other female
authority figures.
The next step is to learn how to change your perceptions about them.
Pick any authority figure and imagine this person. Also imagine yourself
standing next to this person. Make yourself larger and shrink your author-
ity figure down to about the height of your knee. How does this make you
feel? Do you feel more in control? Now make yourself more colorful and
brighter, and imagine your authority figure dimmer, darker, fuzzier, and in
black and white.
How do you feel now? Did this impact your experience? Do you feel
like you’re more in control now? Do you feel more empowered? Most peo-
ple feel more empowered after this exercise. If you did not, repeat the
method and keep making adjustments to your images until you gain that
sense of empowerment. You may have to change some of the characteris-
tics, such as brightness, focus, or location to feel more empowered. Re-
member, this is your mind, and you are free to decorate it the way you
choose. If you continue to have difficulty with this method, also examine
your associated sounds and feelings and change them. Have fun and
stand up for what rightfully belongs to you. Take control now!
Changing the characteristics of our perceptions changes how we feel
about any situation. When you changed the pictures of the authority fig-
ures in your life, you changed how you represented them in your mind.
These changes will be permanent unless you choose to change them back.
But why would you want to do this?
Go back and look at the rest of the authority figures in your life.
Change them so they no longer control you. Use this technique with any-
one that you feel may have control over you in your mind and change him
or her. Do this exercise with any additional family members or other au-
thority figures to whom you give your decision-making power.
Do this repeatedly and, especially, whenever your mind is yelling at
you with sentences starting with the words “I have to,” “I should,” “You’d
better,” and the like.
If you completed this exercise, pat yourself on the back. Great job! If
you skipped it, go back and do it now. True winners in life will do things
that others won’t. Are you a winner, or are you going to waste your time
and money? The choice is yours. We know that you are a winner because
otherwise you wouldn’t be reading this book. Go ahead and make the
most of it now. Break those old habits you used to have today.
The Power of Philanthropy

Rich people, in contrast to those living paycheck to paycheck, usu-
ally understand that money exists to express their values. This is the
case even though some rich people clearly have some values you
may not agree with.
Philanthropy is a method widely used by the rich to express
their important values. Andrew Carnegie’s philanthropy, for exam-
ple, built libraries all across the United States. Don’t wait until you
are rich to become a philanthropist. Start now and begin to develop
the consciousness that your money exists to express your values.
Find a cause that expresses your values, whether that cause is social,
religious, or political. Set aside a definite percentage of your gross
Benefiting from Peer Group Influence 105
income to donate to this cause—1 to 10 percent of your income,

depending on what you can afford. Practice this consistently for
three months and you will certainly notice a profound shift in your
thinking about money. Clearly this method works best when done
without guilt. You are not obligated to give your money away. It’s
your money. Use it as you like and don’t let people or organizations
seeking contributions use guilt to manipulate you.
Benefiting from Peer Group Influence

Most parents are concerned about peer group influences on their
children. What is a peer group? A peer group consists of those peo-
ple whose approval and acceptance is important enough to you that
you are willing to modify your behavior, at least a little, in order to
maintain your membership in the group. Now, this desire for con-
nection and association with others is a normal impulse we all expe-
rience. The important question is whether the peer group you have
chosen moves you forward or holds you back. In other words, does
your natural desire for association and connection aid you or hin-
der you in the expression of your purpose?
Our society has mixed feelings about excellence. On one hand,
our society finds excellence extremely attractive. This value tran-
scends culture, gender, race, and all other classifications. Every four
years, billions (yes, billions) of viewers around the world tune in to
watch the Olympics, a display of athletic excellence.
On the other hand, our society feels that excellence rocks the
boat. Show up in your peer group with a new ring way more expen-
sive than anyone else has or with a luxury car and notice the body
language. Pay close attention. This is all part of building higher sen-
sory acuity.
In order to make improvements in any area, you must trust and
believe in something inside of you that is superior to your current
external circumstances. What is the general mode of communica-
tion within your peer group? Is it mostly support and encourage-
ment for your internal aspirations? Or is it compassion for
complaints about external circumstances? Now, there is clearly
nothing wrong, evil, or malicious about compassion for complaints.
However, as you may have already noticed, it does not move you for-
ward. In extreme cases, people rely on their complaints for atten-
tion, significance, and connection.
If your peer group consists primarily of moaners and complain-

ers, there are three options available to you:
1. Stay in the group and endure its continued influence.
2. Fix the people in your peer group.
3. Upgrade by finding and associating with a different group of
people with higher standards and greater success.
Take this opportunity to upgrade your peer group now, by seek-
ing others who are moving ahead and don’t be surprised at how
quickly everything progresses.
Clearly not everyone you associate with is a member of your
peer group. There may be people in your peer group or even role
models whom you don’t see very often, perhaps even some you do
not like very much. You may consider some people who do not
know each other to be part of your peer group.
DEFINE YOUR PEER GROUP

Make a list of those people you currently consider your peer
group. Ask yourself if there is anyone in the group whose contin-
ued approval or acceptance requires you to hold yourself back
or who might be uncomfortable when you achieve the extraordinary gains
you plan for yourself. Now that you have your list and you have deter-
mined whom you want to be with, what have you learned? Have you no-
ticed who empowers you and who does not? Identify the people you want
less contact with and more contact with. How do you feel about what you
have discovered?
Knowing your purpose will improve your perceptions about money.
This is because, instead of the many conflicts you used to have about
money, money becomes simply an aid in the expression of your purpose.
Counterproductive thinking and behavior related to competition, consump-
tion, and comparison disappear. It quickly becomes obvious that compar-
ing yourself to others, whose purpose is different, is absurd.
Purposelessness taken to an extreme makes your life a futile attempt to
satisfy the most recent desire that springs from your unconscious mind to
conscious awareness. Such a meaningless existence satisfies no one.
Make sure you do this exercise. You may be surprised to find that the peo-
ple you currently associate with do not serve your greater purpose.
STOP WASTING
7
C H A P T E R
YOUR ENERGY
Feelings related to facing a challenge can make you stronger and

more alert, but only if you give up fighting against the energy
that is there to help you.
Money and Emotions

Money is a more emotional topic than commonly believed. It’s ex-
pressed in numbers, creating an illusion of logic and precision.
However, money is not just numbers, but numbers that record the
passage of money. When you walk on the beach, the footprints you
leave in the sand are not you, but a record of your passage. Num-
bers record the passage of money. Far more important than the
numbers is how you feel about money. There is no topic more likely
to cause very intense arguments for couples. In less intimate rela-
tionships, feelings about money are almost invariably suppressed.
Money takes the blame for a lot of problems that are actually
caused by feelings we all are most determined to avoid and least
willing to acknowledge. Money is simply the symbol that brings up
the unresolved feelings. It’s possible that money has caused far
more pain than you wish to feel again. I (PL) have taught courses
about personal finance since 1976. At the beginning of each course,
people always are somewhat surprised when I start talking about
how money and feelings are so closely related. After a while, a dif-
ferent sort of surprise takes its place—amazement that this associa-
tion had not been discussed before.
107
108 Stop Wasting Your Energy
One participant in a Training session commented, “These money

issues are visceral. They are about survival.”
Uncomfortable feelings often relate to some unpleasant event
in your personal history. If you broke your leg at age six, you
probably have unpleasant suppressed feelings associated with
that experience. But remembering the event and the suppressed
feelings associated with it cannot hurt you. The event is over. Not
only can the associated feelings not hurt you, they cannot be as
intense as they were when your leg was actually broken, simply
because it isn’t broken anymore. Obviously, any remembered
pain will be less intense. Associated with the actual broken leg
would be fear about how it would turn out—specifically whether
you would walk again. Remembering the event from today’s per-
spective, you know how it turned out. The uncertainty has been
resolved by the passage of time, so the fear that you feel with the
memory is less intense.
POWER OF PERCEPTION METHOD

We explained in Chapter 4 how a person’s experience is determined by
the perception he or she holds of it. Next you will learn to apply this power
of perception with a natural and very rapid method for resolving the pain
of past financial upsets so they no longer slow your progress. Do this now
rather than skipping ahead.
First, a brief warm-up exercise so you can understand the power
available in changing your perception.
Imagine you are sitting near a swimming pool. Feel the sun,
see the sparkling water and the diving board high atop its ladder and plat-
form. Watch as a person climbs the ladder to the top of the platform high
above the water, walks on to the board, and jumps into the pool. Give
yourself a minute to really get the picture clear and bright in your mind.
Now, notice your emotions about what you just saw. How intense are
they? How would you rate their intensity on a scale from 0 to 10, where 0
is neutral and 10 is intense emotional overload?
Now imagine yourself at the same swimming pool. Give yourself a
minute to get back there to feel the sun and see the water, platform, and
diving board. Now imagine it is you climbing the ladder to the platform.
As you do this, feel the metal railings in your hands, the alternating flex-
ing of your leg muscles as you climb, and the rough wooden rungs of the
ladder beneath your feet. When you reach the top, look down at the
people sitting around the pool and notice how small they look from your
new vantage point high above the water. See the diving board in front of
Money and Emotions 109
you, walk out on it, and feel it wobble as it bends under your weight.
Feel your toes curl over the end of the board. Then jump off and feel
yourself plunge into the water far below. Give yourself several moments
to really feel the feelings.
Now notice your emotions about what you just experienced. How in-
tense are they? How would you rate their intensity on a scale from 0 to 10,
where 0 is neutral and 10 is intense emotional overload?
Almost without exception, people report far more intense feelings with
the second experience. Why is this? In both cases, some part of your mind
is aware that you are reading a book. The difference between the two ex-
periences is your point of view, or your perception.
The first time you imagined you were watching the event; the second
time you imagined you were in it. The emotional intensity changed be-
cause your perception changed. The first time you experienced the event
from the observer or dissociated position. The dissociated position typi-
cally reduces emotional intensity. The second time you imagined that you
were the person climbing the ladder and jumping into the water. You saw
the event through your own eyes or from the associated position.
EMOTIONAL RESOLUTION METHOD

Let’s move on to practical ways for using our power of perception to aid
wealth accumulation.
On a separate sheet of paper, make a list of past negative experiences
about money. These could include instances when you spent money fool-
ishly, when you lost money in an investment, job loss, when someone stole
from you or failed to pay you as agreed. It doesn’t matter whether the
event occurred very recently or when you were a small child. Write them
all down. Also, include negative experiences about money from your orig-
inal family because, as a child, you were dependent on your parents for fi-
nancial security.
Now picture yourself in each of these experiences. Make sure you see
yourself in each event as you remember it, rather than seeing it through
your adult eyes. Seeing yourself in the event is the way to be sure that you
are dissociated.
Now make a second list of positive experiences with money, extending
from the recent past back to childhood. These may include accomplishment
of an important goal, the promotion of one of your parents at work, a sig-
nificant increase in income, or a successful investment, for example.
Now let yourself see each of these events, one at a time, from the as-
sociated position, through your own eyes, as if they were happening now.
If you see yourself in any of the memories, this means you are not associ-
ated. Change this by stepping into yourself and seeing each event through
your own eyes.
People whose lives seem to be emotional roller coasters tend to see al-
most all of their experiences from the associated position. In contrast, peo-
ple who are detached and without emotion tend to see most events from a
dissociated position. Nobody’s life is perfect. Use this simple method of
choosing the appropriate perception (associated for pleasant events and
dissociated for unpleasant ones), so that life is as enjoyable as possible
and so that you are freed from the negative past events that might prevent
effective action.
From Struggle to Flow

Helplessness leads to power! This statement sounds ridiculous to
most people the first time they hear it because it does not conform
to the traditional intellectual logic or analytical thinking that we
learned in school and use every day. Nevertheless, it is highly logi-
cal in the emotional sense, as you will soon discover.
What would it be worth to you to give up struggle? How much of
your creative energy might you be wasting now on struggle?
In the 1980s, I (PL) lived in San Francisco. One New Year’s Eve,
I was pondering my choice of a resolution. I wanted to avoid the
usual ones we make and pick something that would truly make a
difference for me. After discarding a list of things I could do, I be-
gan to think about this differently, considering instead “What could
I give up?”
From the recesses of my mind came the answer, “struggle” loud
and clear. Immediately I noticed strong ambivalent feelings associ-
ated with the possibility of such an outcome.
“My life would be much better without it.”
“Will this turn out to be more struggle?”
These were just a few of the emotionally charged thoughts that
raced by.
I knew I had never done this or anything like it before. My previ-
ous goals had involved accomplishing something or getting some-
thing. Never before had I intentionally given up something. This
project would require a method different and more dramatic from
anything I had used in the past to accomplish goals related to gain-
ing something. I knew I required a method to alert my awareness as
fully as possible whenever struggle occurred. Here is the method I
decided on: Whenever I notice that I am struggling, I will lie down.
I thought this had a definite possibility of success, because it would
be virtually impossible for me to struggle while lying down.
From Struggle to Flow 111
With my awareness focused on noticing indications that I was

struggling, it quickly became evident how pervasive my tendency
to struggle was—even related to everyday events. Although I did
discover that lying down temporarily ended the struggle, I found
myself lying down in places where I would rather not do so. After
lying down on city sidewalks several times, I made the radical deci-
sion to go home and lie in bed to have cleaner and more comfort-
able surroundings.
At first the urges to “get up and do something” were almost
overwhelming. I saw these as counterproductive to my desire to give
up struggle and stayed put. I left the bed only to attend to essential
hygiene functions for a short period each day. After a day or so,
waves of helplessness came to my awareness. These feelings were
unusual to me; obviously they were related to my self-imposed limi-
tations on action. I saw that my past struggle was actually a strategy I
had designed unconsciously to prevent me from experiencing feel-
ings of helplessness. These helpless feelings were now coming to my
awareness because I was intentionally preventing myself from tak-
ing any action.
I realized that I used to ask myself, “How could you be helpless?
Look at how busy you are!” As the days wore on, it also came to my
awareness that the world seemed to operate as well as it had before
I stopped participating. The utilities still provided service, people
collected the garbage and cleaned the streets without any intention
from me.
Then I was beset by a dilemma. The prospect of spending the
rest of my life in bed did not appeal to me. “How will I know that I
am done with struggle?” or “How can I be sure that I won’t revert to
struggle when I do get out of bed?” I wondered.
I concluded that there really could be no way to know whether I
had succeeded completely until after I got out of bed. Additionally,
I realized that the expectation of complete success was related to
perfectionist tendencies that probably had contributed to the strug-
gle in the first place. “I don’t need to be perfect in my quest to give
up struggle. Instead I can declare that a significant reduction in
struggle is sufficient to constitute success.”
So I began to review the past situations where I had struggled.
My self-imposed limitation on action quickly put me in touch with
the underlying helplessness associated with each of these situations.
By allowing the feeling of helplessness to be OK, I found I could
eliminate my previously impulsive reaction to avoid this feeling by
struggling. If I could do this well enough, then I would be likely to

experience an overall significant reduction in struggle after I got
out of bed. My review of past incidents when I had struggled went
on for a day or two more. I was starting to consider the project com-
plete and a return to activities more usual for me than spending
23.5 hours a day in bed.
“Wait a minute!” I thought. “What about the future?” By this
time I sensed that I had made peace with past experiences of strug-
gle and underlying helplessness; I found the feeling delightfully
empowering. I was beginning to experience the truth of the state-
ment that helplessness leads to power. As you might imagine, I was
strongly motivated to extend this new feeling of resourcefulness
into my future.
To ensure this, I spent several more days in bed making written
and mental lists of as many possible future situations where my ten-
dency to struggle might arise. I discovered that simply thinking
about these possible future scenarios where struggle was likely was
sufficient to bring up the feelings of helplessness that previously
had evaded my awareness. In the past I often was aware of feelings
related to events that had not happened yet (stage fright and fear of
rejection, for example), but the usefulness of this emotional phe-
nomenon had not occurred to me before. By accepting the help-
lessness associated with events that had not occurred yet, I could
make a definite change in how the future turned out. By seeing pos-
sible future events differently, I was training myself to respond dif-
ferently. At this point, I was able to understand that helplessness
had been a factor in all my troubling emotions. Anger can be well
characterized as determination contaminated by helplessness, fear
as helplessness to avoid unpleasant future events, and sadness as
helplessness to prevent loss.
Struggle is nonproductive action that produces only the inter-
nal result of suppressing helplessness. By this I mean that if you are
struggling, then you don’t have to face your feelings of helpless-
ness. You can tell yourself, “I am not helpless—at least I am strug-
gling.” Yet struggle (nonpurposeful action) serves only to continue
the suppression of helplessness.
For this reason, accepting my helplessness as a feeling instead of
fighting it as an unacceptable condition produced not only a signif-
icant increase in capability but also a sense of serenity about the
challenges I faced. I think it will for you, too.
No, I don’t think you will have to stay in bed for several weeks.
Birth Experience 113
One reason this project took as much time as it did was that I
did not know where it would lead, so I really didn’t know what
I was looking for. Since then I have shared this story with thou-
sands of people who have been able to accept helplessness much
more quickly.
Two very important things to remember:
1. Helplessness leads to power.
2. Helplessness is a feeling, not a condition, and therefore it is
temporary.
Possible Origins of Struggle

From our study of the dynamics of the human mind, we find no
inherent reason that life must be a struggle. No doubt you have
noticed, also, that some people turn even simple tasks into con-
founding problems, while other people flow through life with a
degree of ease unknown to the first group. Free will provides all
people the prerogative to choose those actions that support the
expression of whatever purpose we choose, as well as to design
and select the internal sensory representations that produce the
behavior we prefer. So why is life a struggle for many people?
Birth Experience
In his groundbreaking book, Birth without Violence, (Inner Traditions
Intl Ltd. 2002), Frederick Leboyer, M.D., draws on his experience as
an obstetrician to present a strong indictment about the negative ef-
fect of modern birthing methods on newborns. He argues that the
birthing procedures commonly in use have been designed for the
convenience of attending doctors without consideration for the new-
born. His strongest and most well- founded argument is against cut-
ting the umbilical cord before newborns have time to learn to
breathe on their own. In so-called normal birth, the umbilical cord is
cut as soon newborns emerge from the birth canal. This premature
separation from the umbilical life support system requires newborns
to begin breathing immediately or suffer brain damage due to oxy-
gen deprivation.
Because the amniotic fluid that filled and protected the lungs in
the womb must be expelled immediately, before breathing can be-
gin, the practice of suspending newborns in an inverted position
evolved. Gravity quickly removes the amniotic fluid, and the new-
born has learned to breathe in a situation of fear and panic of

death by suffocation.
Dr. Leboyer proposes that the umbilical cord be left intact until
the newborn naturally expels the amniotic fluid and learns to
breathe on its own. He argues that this gentle birth procedure elim-
inates trauma to the spine caused by its rapid straightening, elimi-
nates trauma to the sinuses caused by the amniotic fluid draining
out, and produces an ease about life and breathing not experi-
enced by survivors of so-called normal birth.
Some people may point out that birth happened a long time
ago (it did) and that they do not remember it (most don’t). Some
may even argue that newborns are incapable of experiencing
pain—but they have to be people who haven’t spent any time with
newborns. Breathing we do all the time. Patterns of struggle im-
printed on the breathing mechanism at birth are likely to be a con-
tributing factor to the pervasive belief that life is a struggle. This is
something for you to consider if you are thinking of having a baby.
Similar struggle patterns may be operating for you, especially if you
felt squeamish or uncomfortable while reading the preceding sec-
tion or if you noticed that your breathing stopped.
How Unresolved Guilt May Be Affecting Your Financial

Life in Unknown Ways
Why the topic of unresolved guilt? Parental and societal training
unintentionally leads most people to accept the income that is of-
fered from work they tolerate. A significant percentage of the peo-
ple we have worked with have broken free of past conditioning by
successfully dealing with unresolved guilt from various sources.
The definition of guilt that makes the most sense is that guilt is
self-punishment in a universe perceived to be unsafe. If you did
something wrong in an unsafe universe, it would seem a good idea
to punish yourself first in an attempt to beat the much bigger and
stronger universe to the punch. Thus, guilt is truly its own punish-
ment. Additionally, guilt is less selective than you may believe. Guilt
about some issue completely unrelated to money may be limiting
your financial success without your awareness.
Forgiveness (which means giving up the claim of retribution, in-
cluding retribution against yourself) frees you from guilt. There is
also the possibility that failing to resolve guilt for unacceptable be-
How Unresolved Guilt May Be Affecting Your Financial Life in Unknown Ways 115
havior in the past may unconsciously motivate you to repeat the be-
havior in order to justify it.
Unresolved guilt may be affecting your financial life by:
• Lowering your sense of what good you deserve.

• Stopping you from asking for what you want.
• Stopping you from knowing what you want.
• Stopping you from taking those risks that would get you what
you want.
• Causing you to say yes when saying no is much more to your
benefit.
• Causing you to attract people who drain your energy and
money with no hope of benefit to you, resulting in justified re-
sentment on your part. Such a dynamic may cause you to view
your success as the result of good luck and others’ failure as
the result of bad luck.
• People stealing from you.
• Inexplicable losses of money.
• Making decisions for you in other ways.
No one would want to be completely free of guilt. If you were to
behave in manner outside of your own morality, you would feel
guilty. This sort of guilt is healthy. Healthy guilt provides a window
to our conscience. For example, it is probably natural to feel guilty
for breaking agreements, intentionally deceiving others, telling lies,
and the like. Anticipation of such guilt actually aids us in avoiding
destructive behavior. A person without such a sense of guilt is with-
out a moral compass; consider recent events with famous politi-
cians, professional athletes, and others. Complete lack of awareness
of guilt renders a person psychopathic.
Actually, the origin of the unresolved guilt is far less important
than our being aware of that guilt and changing it. Nevertheless,
some of its possible sources are:
• Societal guilt about money

• Parental guilt
• Religious guilt
• Survivor’s guilt
SOCIETAL GUILT ABOUT MONEY

Guilt about money and its backlash, which can be called class envy
or resentment of rich people, is so intense in our society that rea-
sonable discussion about public policy related to taxation is just

about impossible. The income gap between the highest-earning
and lowest-earning segments of the population steadily increases,
and the promise of middle-class financial security is rapidly becom-
ing a fantasy. (Here we are referring to the typical middle-class
dream of homeownership, sending kids to college, and saving for a
comfortable retirement.) If you feel guilty about becoming rich,
then you will tend to avoid or fail at those steps that will make you
rich, in order to avoid the discomfort of the associated guilt. Con-
versely, if you resent rich people, you will tend to avoid riches, so as
to avoid the possibility of receiving the same resentment that you
now project onto rich people. There may be many reasons why you
cannot afford a Rolls-Royce; the fact that someone else has one is
not one of these reasons.
PARENTAL GUILT
Personal and societal expectations regarding parenthood are un-
reasonably high. Parenthood is one of the toughest jobs in the
world, and there is little useful training for it. Unfortunately, the
only training most people receive at this is from their own parents.
Although you have the ability to influence others, you do not con-
trol them, including your children. You probably made lots of mis-
takes of commission and omission in raising your children. If you
did the best job you could and your children turned out below your
expectations, this is OK. Further self-punishment serves no one.
RELIGIOUS GUILT
Thankfully all of us in the United States have freedom of religion.
You can have whatever religious beliefs you like. The issue here is
how religious beliefs affect your finances. No matter what religion
you belong to, there are rich people who are members. It is OK for
you to be one of them. One religious model of life says that we sep-
arate from God at birth and remain so until death. From this as-
sumption comes the conclusion that the purpose of life is to earn a
reunion with God at some unknown time in the future. Such a re-
union is often believed to be conditional on adherence to an elabo-
rate system of morality. This morality often includes the idea that
money is evil.
If you believe that money will corrupt you, you are corrupt al-
ready. There are lots of popular sayings about this: “Money is the
root of all evil.” “Power corrupts. Absolute power corrupts ab-
How Unresolved Guilt May Be Affecting Your Financial Life in Unknown Ways 117
solutely.” Money projects power. No question about that. However,

it’s a big leap of logic to state that money is the cause of the corrup-
tion. In fact, money cannot corrupt you.
There are corrupt and degenerate poor people and corrupt
and degenerate rich people. The difference is that money enables
rich degenerates to express themselves more fully.
Having your own business is a wonderful thing. It’s your cre-
ation whereby you serve others by expressing those values that are
most important to you. The more money you earn, the more able
you become to serve even more people by the expression of your
important values. The idea that money will corrupt you assumes
that money has the power to change your values. If money has that
much power over you, then your values cannot have been very
strong in the first place.
Religion that keeps you poor borders on medieval superstition.
It is time you were free of this. This model produces struggle and
lack. Unity with the Source of Sources can only aid in your prosper-
ity. Another way to say this is that the creator of the universe did not
create Mercedes automobiles so that you could not have one.
SURVIVOR’S GUILT
Survivor’s guilt is the result of a natural but erroneous conclusion
made by the survivors of catastrophic events: that there is some re-
lationship between the fact that the victims died and the survivors
did not. Survivors of air crashes, wartime combat, the Nazi Holo-
caust, as well as other manmade and natural disasters experience
survivor’s guilt to some degree.
I (PL) grew up in a small town in New Jersey (pop. 7,000). Ten
people from my town went to Vietnam, and I was the only one to
come back. Many of the casualties were people I knew. As I recov-
ered from the war experience, I sought therapy about survivor’s
guilt. In time I recognized that the fact that those people were dead
and I was alive had nothing to do with each other.
I believe that survivor’s guilt is the primary component in
posttraumatic stress disorder (PTSD). One characteristic all
PTSD sufferers have in common is that they survived while others
did not. Survivor’s guilt tends to keep the PTSD in place far
longer and far more severely than need be, because the guilt
makes the events more painful to talk about and leads sufferers
to think they should feel bad.
It may aid millions of fellow Vietnam veterans and other suffer-
ers from PTSD to understand that PTSD is not a disorder at all.

There is nothing wrong. PTSD results from the natural functioning
of your unconscious mind. In a life-threatening situation, your
mind puts feelings aside and 100 percent of your awareness focuses
on dealing with the danger. Later, after the event, your unconscious
mind brings forth the suppressed feelings to your awareness so you
can resolve them after the danger has past. Sometimes this may be
years later.
In my case, when I returned home, I experienced inappropriate
reactions to sudden loud noises, such as diving facedown into snow-
banks in response to buses backfiring, and intense nightmares caus-
ing me to awaken bathed in sweat. The awareness that all of this was
part of a natural process rather than an indication that something
was wrong, coupled with simply talking about it, aided in problem
resolution. If you experience PTSD from any traumatic event, ask
yourself whether you would really want to be the kind of person
who would go through a traumatic experience like that and not be
affected by it.
People who suffer from survivor’s guilt often tend to seek valida-
tion as, at least, a temporary relief from the guilt. Thus, the mature
Private Ryan in Saving Private Ryan asks his wife to tell him that he
has led a good life.
The effort of suppressing guilt only increases its power. Surely
carrying around guilt of any sort limits self-expression as well as in-
come production.
Your feelings are the subjective experience of your passion. How
much of your passion do you put into what you don’t want? How
much passion do you put into what you do want?
Feelings have two components: the energy itself and your opin-
ion about the feelings. You have no control over the energy itself,
but you do have complete control over your opinion. And your
opinion determines what any feeling means about you or to you.
Your opinion (remember, you control this) is the more impor-
tant part, because it determines how the energy affects you. Your
opinion may take many forms, but the essential aspect is whether
the feeling is acceptable to you. If it is acceptable, then the energy is
available for the activity of your choice. If it is not acceptable, the en-
ergy becomes much less useful and, in some cases, even destructive.
How we respond to feelings of threat, anxiety, regret, guilt, and
joyousness define our personality at the deepest level. For example,
some people give up in the face of failure; others become more de-
Admit Powerlessness over Your Feelings 119
termined. Some people graciously accept compliments; others de-

flect them with embarrassment. Some people love taking risks; oth-
ers are very conservative.
Lacking conscious direction, feelings are energy in raw form.
Work is the expenditure of energy in a purposeful way. We have all
read about “how to” work more effectively: Set priorities, plan your
work, and work your plan, be persistent, and the like. But to be
truly useful, any discussion about working more effectively must
deal with managing your energy itself in a better way. You experi-
ence your energy as feelings or sensations. No matter where you
start—with your bank balance, education, abilities, or experience—
learning to use your energy better will improve your financial situa-
tion and your satisfaction with your work, as well. You’ll have a
better experience of life, regardless of your current circumstances.
Feelings: Genetically Programmed Responses

to Challenges
The challenge that causes feelings may be external or internal, real
or imaginary. Standing before an audience of two thousand, about
to present an important speech, anyone would experience an in-
crease in energy from the very real and present challenge. It’s also
possible to sit at home by yourself and think about presenting a
speech to two thousand people. A few minutes of this and you will
experience the same increase in energy, even though the challenge
is completely imaginary. In intensely emotional situations, the mind
does not differentiate between something that is real and some-
thing that is imagined.
Later, when we talk about planning, you will discover that a plan
is the natural intellectual response to a challenge and learn how to
use that response to aid your accomplishment of any goal.
Admit Powerlessness over Your Feelings

Most people fear public speaking, although it’s not dangerous. You
are safer giving a speech than driving on the freeway, but almost no
one allows fear to prevent highway travel. Trying to explain why you
are afraid will not make you a better public speaker. Analyzing the
cause of your feelings is unproductive.
You could spend years in psychotherapy to learn why you are
terrified of public speaking. Even an accurate answer to why you
have this fear would do very little to increase your public speaking
confidence or effectiveness. Another problem with wanting to know

the why of what you are feeling is the tendency to look for a scape-
goat. Whether you find the correct scapegoat or not, your search
for one still makes you a victim. A bit of humor is useful. Blame
your uncomfortable feelings on the hairy elephants, which are ex-
plained in the following fable. This probably isn’t an accurate con-
clusion about the source of your stage fright, but it’s definitely
more useful than whatever the so-called accurate answer may be.
This answer helps you to realize that, since you obviously can’t do
anything today about the hairy elephants, you may as well admit
that you can’t do anything about the terror of speaking in public,
either. Such an admission of powerlessness, if you have the courage
to make it, enables you to give up your struggle and experience the
terror as it is. The struggle is only your perception. Stopping this
struggle leads to acceptance of the terror and the ability to function
with it and even use it to your benefit.
For these reasons, it’s mostly useless to try to determine the
cause of your feelings.
This fable is useful in understanding the origin of feelings.
Like all fables, the moral of the story matters more than the ob-
jective truth.
Once upon a time, long ago and far away, there were two
kinds of people—the Fuzzies and the Smoothies. The Fuzzies
were people who got an increase in energy when presented
with a challenge, and the Smoothies were people who did
not. This seemed quite normal to everyone and the two
groups lived in harmony, even married one another, much as
right-handers and left-handers do today.
One day, after hunting, they were seated around the
campfire. One of the Fuzzies, who got an increase in energy
when faced with a challenge, had been chosen as their sen-
try. The Fuzzy sentry saw a huge herd of woolly mammoths
stampeding toward the camp. Responding to the increase in
energy in his body, he raced to the campfire, hair standing
on end, shouting, “Run for your lives! Run for your lives!
The hairy elephants are coming.”
The other Fuzzies heeded the warning and ran; many
survived the stampede. The Smoothies, who did not experi-
ence an increase in energy in response to the challenge,
were unwilling to leave the comfort of the fire. “You get so
The Primitive and Ancient Design of Our Emotional System 121
excited about everything,” they commented, and stayed

where they were. All of the Smoothies eventually were tram-
pled by the mammoths. None survived. Thus, none of the
Smoothies became our great-, great-, great-, great- great-
(etc.) great-grandparents. That explains why we are the way
we are today.
So, when you wonder why you feel any particular sensation—
”Why am I angry today?” or “Why am I afraid to speak up?”—the an-
swer is “It’s because of the hairy elephants.” While it isn’t the most
accurate answer, it’s the most useful one.
The moral is: Your feelings are your natural response to any
challenge. And your feelings have the potential to help you.
Whether you are able to take advantage of the potential benefit de-
pends on you. Begin today to develop your sensory acuity and use
your feelings as feedback to help you succeed.
It’s very difficult to determine the exact cause of any feeling, be-
cause the increase in energy is so deeply programmed into our
genes. You could conclude that your anger when someone insulted
you was caused by their insult. Perhaps. Another possibility is that
the anger was there all along and the insult merely brought it out.
After all, there are people who simply laugh at insults, rather than
react angrily. An honest assessment of your emotional life may lead
you to conclude that your effort to identify the cause of your feel-
ings is, in fact, an attempt to justify them in a society where feelings
are not OK. Ask yourself which side of the cause-and-effect equa-
tion (discussed in Chapter 4) you are living on right now.
The Primitive and Ancient Design of

Our Emotional System
Anthropological evidence suggests that our brain and the rest of
the human emotional system are of ancient design, unchanged in
thousands of years. Thus, our emotional system was designed to aid
survival in an environment far more violent and primitive than
most of us face today. In a primitive environment, added energy is
essential to meet most challenges. This is less so in our modern so-
ciety. A traffic jam is the classic example of a situation where the
added energy isn’t useful in meeting the challenge. In order to
function stress-free, we must be able to experience added energy
and at the same time do nothing about it.
Feelings Do Not Mean Anything

Feelings are not in the realm of meaning. Weather, for example,
doesn’t mean anything, either. Feelings can be thought of as inter-
nal weather—sometimes stormy, sometimes rainy, sometimes windy,
and other times calm, tranquil, and pleasant. Like the weather, your
feelings show up without invitation, leave without saying good-bye,
and defy prediction. In other words, you have no choice about your
feelings. Despite efforts to control them, they occur whether you
like them or not. If there were an earthquake where you are now,
everyone present would feel afraid whether they wanted to or not.
We have no choice about this increase in energy. The choice we do
have is how our feelings affect us. Remember, feelings are nothing
more than feedback. It’s how you choose to use the feedback that
makes the difference.
You are the one who gives meaning to your feelings. On their own,
they don’t mean anything. The first step to understanding this idea is
to recognize that, since feelings are simply energy, there are no good
feelings and no bad feelings. There are simply feelings; we judge them
to be good or bad. Once you judge any particular feeling to be bad,
you begin a struggle to change it to something better, by ignoring it,
hoping it will go away, ingesting a substance from an external source,
or stuffing it down someplace where no one can notice.
We waste a great deal of effort suppressing our feelings: The en-
ergy that our bodies give us to deal with the challenge is wasted,
and the energy used to suppress the original energy is wasted. No
wonder people feel stressed. This push/pull of energy is similar to
driving on the freeway with one foot flooring the accelerator and
the other flooring the brake pedal. By doing so, you will wear out
your car very quickly, and your gas mileage will be terrible.
Feelings Are Not OK in Our Society

There is an essential conflict about feelings. One side of the con-
flict is that we all have feelings, they are OK, natural, and normal.
The opposing side is that we live in a society where feelings are not
OK. Most people are afraid of their feelings. Discomfort and
shame about feelings is learned in childhood from parental admo-
nitions such as “Big boys (girls) don’t cry,” “Don’t be a scaredy
cat,” “It’s not OK to be angry,” “If you can’t say something nice,
don’t say anything.”
You Can Choose Your Response to Feelings 123
This conflict about feelings produces suffering for some,

bizarre behavior in many, and strange standards for almost every-
one. If you were to sit in a park and cry (letting your feelings out)
for a long enough time, duly appointed representatives of official-
dom eventually would remove you to an institution for examina-
tion and perhaps treatment, despite the fact that you are hurting
no one. Compare this to the drunken driver (who uses alcohol to
keep feelings in) who must cause considerable damage or even
death before being institutionalized. In our society, feelings are ac-
corded little importance, discussion, or consideration. Fears and
hurts lead the parade of feelings that are never discussed, espe-
cially by men.
It feels wonderful to experience passion. Consider the intense
feelings that sports fans allow themselves in connection with their
favorite teams. Supporting your favorite team provides the opportu-
nity for passion without consequence. It’s an impossible stretch of
logic to think that your cheering and enthusiasm affects the out-
come of the game. If you are a rabid sports fan, consider investing
that same energy into increasing your income, where the payoff is
higher and more rewarding. In your financial life, the expression of
your passion has positive consequence in your bank account.
You Can Choose Your Response to Feelings

Although we try to control our feelings, we really have very little
choice about them. Your response to your feelings is more impor-
tant than the feeling itself. The hero isn’t without fear. Rather,
heroism and cowardice are simply different responses to fear. Differ-
ent people respond differently to feelings and to stress. The various
responses are usually learned during childhood. Some get a stom-
achache, some become aggressive, and others withdraw and pout.
Consider stress as a sign that your body is providing you with addi-
tional energy to meet some challenge, rather than a sign that some-
thing is wrong. Your body cannot tell the difference between
danger and anxiety. For this reason, it’s sometimes necessary to
look more closely than usual at emotional responses to reassure
yourself that there is no danger.
Our feelings defy logic. That feelings are not logical does not in-
validate them, however. Balance is essential. Logic without emotion
causes results just as devastating as emotion without logic. Some-
times we feel sad when we receive what we want, sad when we lose
what we don’t want, and afraid in situations where there is obviously

no danger. Different people respond to the same feelings in differ-
ent ways, which accounts for the unpredictability of human behav-
ior. Witnesses to intensely emotional situations, such as wartime
combat, serious earthquakes, or other disasters, have observed this
phenomenon. In an intensely fearful situation, some people freeze,
others panic and do precisely the wrong thing, while others rise to
the occasion and seem to know exactly what to do.
You can probably think of many examples of people who experi-
enced frustration and anger from a setback. Some lose their tem-
per, yell, scream, and hit things; others withdraw, sulk, and suffer in
silence; still others use the energy that the setback provides to be-
come even more determined—the more positive response. People
also respond to loss in different ways. Loss produces sadness for
everyone, but some people deny the loss and are unwilling to cry
about it; other people spend the rest of their lives in mourning;
while others seem to emerge from a loss in even better condition
than before.
Your opinion about your feelings—whether you judge them to
be good or bad—determines how they effect you. When we judge
feelings—and the energy they produce—to be bad, that energy isn’t
available to us, because we struggle to suppress it. Often we decide
which feelings are acceptable and which ones are not arbitrary, with-
out careful consideration and based solely on habit. Remember,
feelings are neither good nor bad. Good and bad are merely judg-
ments that we make about them. We can compare feelings to elec-
tricity: simply energy, neither good nor bad. We can use electricity to
cook your dinner or to murder a cat. Neither use determines any-
thing about the electricity. The decision as to whether a feeling is ac-
ceptable to you is of paramount importance because it determines
whether you can use the energy for your benefit.
Acceptance of energy brings you into the present moment.
Being in the present moment enables you to deal with the situa-
tion that is producing the energy, usually fear. For example, I
(PL) have fought fires at sea. In such cases, you have two choices:
put the fire out or take your chances abandoning ship. It’s essen-
tial to accept the fear, so that your mind can focus on the opera-
tional aspects of the problem: Where is the next fire
extinguisher? How can I get more water? How do I cool it down?
It’s just about impossible to focus on the solution to the problem
if your mind is distracted by possible future consequences: the
Accept Anger to Increase Resourcefulness and Determination 125
ocean temperature, the distance to land, and the time until your
possible rescue from a lifeboat.
In our society, there seems to be a very wide variation in what
feelings are acceptable. This fact indicates that we decide which
feelings are acceptable quite arbitrarily. Because the decision about
the acceptability of different feelings is arbitrary, it’s as possible to
change your judgment about particular feelings as readily as you
can cultivate an appreciation for food that is new to you.
Some people love roller coasters; others hate them. Aficionados
feel excited and thrilled by the rides; others feel nauseous and terri-
fied. The aficionados accept the feelings that roller coasters bring
up, but the others judge them as bad. Thus, acceptance determines
the difference between excitement and fear.
Some people enjoy sad movies. Video rental stores offer a section
for tear-jerkers. The tragedies that befall the characters offer fans a
more acceptable and positive perspective about their own troubles.
People with zero tolerance for such movies may find them uncom-
fortable because of their own unresolved feelings of loss. Thus, ac-
ceptance determines the difference between gratitude and sadness.
No one would claim that developing an appreciation for roller
coasters or sad movies is going to make much of a difference in your
financial success. Yet many activities related to your career and fi-
nances bring up intense feelings like these. How you deal with these
intense feelings significantly determines your financial success.
Accept Anger to Increase Resourcefulness

and Determination
To most people, anger is the most socially unacceptable emotion. A
person whose life is consumed by fear or sadness or even by jealousy
or gluttony can expect at least some compassion. Rage-aholics get
no such compassion.
Nevertheless, we all feel angry sometimes. Because anger is so so-
cially unacceptable, we tend to justify our anger, if it is not OK with
us. This justification process creates a downward emotional spiral.
Say you feel angry, and you do not accept this response. You seek to
justify your anger by focusing on your valid reasons for feeling angry.
Focusing on these reasons naturally causes the anger to intensify,
which creates the need for additional justification. Do this long
enough and consistently enough, and you will become depressed.
A variation of this pattern can be seen in intense arguments be-
tween couples. He is angry with her and says, “You said you would
make dinner and now I am left to do it.” Now she is angry because
of his criticism, so to justify her anger, she says, “I am sick and tired
of you nagging me after I have to deal with those kids all day long.”
Now he is angrier than before, because she doesn’t seem to be lis-
tening, so he focuses on additional complaints he has about her.
And back and forth they go. What is really happening here? The
anger is not OK with either of them, so each strives to justify his or
her own anger by expressing, but not really saying, “My anger is jus-
tified and yours is not” or “My reasons for feeling angry are really
important and yours are trivial.” Not accepting your anger can ruin
an otherwise excellent relationship very quickly. Instead, take a
breath and let your anger be OK. It doesn’t mean anything about
you. Letting it be OK empowers you to use the passion that is pre-
sent to get what you want instead of wasting it seeking justification
for the feelings you condemn yourself for. Just as anger that you
have not accepted is determination contaminated by helplessness,
anger is also intense determination in disguise. Letting it be OK for
you to feel anger strips it of its disguise.
Things to Remember about Feelings

Uncomfortable feelings don’t mean anything about you. Instead
it’s you who gives meaning to your feelings. Uncomfortable feelings
no longer need to be a reason to avoid something that would other-
wise benefit you. You are not alone. Everyone has weird feelings. If
you don’t notice the weird feelings of others, they probably don’t
notice yours.
Feelings are an extremely poor basis for decision making, be-
cause they are temporary and irrational. Your best decisions will be
those based on the choice that most supports your true purpose.
Feelings are energy. Suppressing them wears you out and causes
stress. Expressing them constantly will drive people away. Accepting
them as they are is far and away the superior response, not only for
your productivity and effectiveness, but for your well-being, too.
The End of Procrastination

Does time seem to slip away with your accomplishing less than
you’d like? Do you find yourself procrastinating on tasks that turn
out to be far easier than you had made them in your mind?
The End of Procrastination 127
Notice how procrastinators think: “I’ll do it tomorrow, next

week, when it stops raining, when I feel like it and so on.” As men-
tioned earlier, the way you interpret your feelings determines how
they affect you. Procrastinators interpret fear to mean “STOP.”
Now, in some cases this is not a bad interpretation of fear. If you
have $10,000 of credit card debt, then your fear of economic desti-
tution can be useful when it tells you to stop this. However, procras-
tination implies the postponement of action toward something you
want to accomplish. Do not wait for fear to go away before acting.
Because feelings are genetically programmed responses to any chal-
lenges, we do not control them. Change your interpretation of fear
to “GET READY.” Fear means you should get ready to meet the
challenge at hand.
NO MORE PROCRASTINATION METHOD

Here is a method we learned from our friend, author and teacher
Jeffery Combs. Do this right away.
Gather together:
• A supply of index cards or sticky notes
• Paper clips
• A supply of dollar bills
Write down the tasks you are currently avoiding, one for each index
card or sticky note. Then write down the date and time when you want to
complete each one. An example might be:
Graphics designed and organized for my new book. Noon Friday
April 4, 2005
Make sure to state the goal, date, and time precisely, as in the exam-
ple, so that your mind has no doubt about what you mean.
Then use a paper clip to attach two single dollar bills to each of the
cards or sticky notes on which you have written. Add the tasks to your cal-
endar book or whatever scheduling system you now use and place the
cards, with the money attached, on your refrigerator or near your phone
or computer, so that you are reminded of them frequently.
When the date and time indicated on each of the cards arrives, either
you have completed the task or you have not. If you have, take the money
and buy yourself a treat. If you haven’t, cut both bills into shreds. If you
haven’t done the task but you still want to do so, set a new date and time,
attach two new dollar bills to the card or note, and work through the
process again.
Clearly, how quickly this method works for you depends on how
deeply entrenched your habit of procrastination is. Very few people find it
necessary to shred their two dollar bills more than twice. If you have some
goals you have been procrastinating about, do this exercise now. Do not
wait another minute. You have been putting it off already. By taking this ac-
tion, you will begin to break an old pattern that does not serve you. What
have you got to lose except a bad habit?
DEAL WITH YOUR FEARS IN ADVANCE

Do this exercise now! Get rid of the fear that is holding you back
from achieving your success. This exercise will eliminate any
fears that may arise when you do something new or something
you have not been able to master because fear has stopped you. This
method will work with any situation that currently creates fear and anxiety.
Let’s get started.
Imagine a situation in which you are uncomfortable: cold calling, pub-
lic speaking, or something similar.
Now imagine you are in a theater seeing yourself on a stage or a
movie screen going through the experience you picked. See yourself ac-
complish it flawlessly. Make sure to add as much detail as possible. Can
you associate any sounds or feelings? Any smells or tastes? The more de-
tails you can add, the better this method will work.
If you see something you do not like about this experience, start again
from the beginning and make any necessary changes. Keep making
changes until the scene is absolutely perfect, just the way you like it.
When it is perfect in your mind, run through it faster a few more times.
Make sure you see yourself going through the experience flawlessly, just
the way you want it to happen.
This “new you” whom you have been watching has the ability to
achieve the desired outcome. The capabilities are now there. You see this
new you as totally confident in achieving the results you desire. There is
one more step: integrating the new you with the current you.
Imagine in your mind’s eye that you see this new you with all the abil-
ity to perform perfectly in front of you. Now open your arms as if you
were going to give this person a big hug. Have the new you come right in
front of you, then draw the new you inside yourself. Become one with this
new you. Feel that person and all the abilities and capabilities being inte-
grated into your self. Just enjoy the feeling as you now become one with
the new you.
How do you feel? Do you feel confident that you can perform in the sit-
uation you picked? Do you feel that you can easily and effortlessly attain
your outcome? Do you feel that you have the ability and capabilities nec-
essary to do it? If you do not, go back to the beginning. Make sure you
see the situation happening flawlessly and exactly the way you want it.
The End of Procrastination 129
The more details you add, the better. Also make sure you go through the
episode several times and experience it happening exactly the way you
want it to.
Now go through the situation you picked earlier for real. Go out and
perform as you saw yourself do in your mind. Take action now! Your per-
formance will be great! When you accept the passion that is your feelings,
you are unstoppable.
YOUR MIND IS
8
C H A P T E R
NOT A DEMOCRACY
If you keep thinking what you have always thought, then you
will keep getting what you always got. Instead of putting up with
what you always got, you learn how to intervene intentionally on
the unconscious thinking process that has produced results in the
past. Gain reliable access to your creativity, instead of awaiting
inspiration, and learn to apply the natural, empowering psycho-
logical reaction that occurs whenever you commit to a goal. You
will also acquire certainty about accomplishing any goal and dis-
cover why it is essential to run your mind as a dictatorship.
I f you are confused about what you should want, the mere topic
of goals causes you frustration and upset. If you haven’t com-
pleted the method for declaring the purpose of your life in Chap-
ter 6, go back now and complete it. Without clarity about your
purpose, frustrating conflicts about goals are inevitable. Clarity of
purpose vastly simplifies and focuses goal setting. By determining
the purpose of your life, much of the conflict surrounding goal
setting is removed, and you are empowered to choose goals that
are expressions of your purpose, not ones based on what you were
supposed to do or want.
Everyone has goals; some are chosen consciously and others un-
consciously. Some people consciously choose goals to maximize sat-
isfaction, self-expression, and wealth or some other combination of
important values. Once you take responsibility for your results, you
will recognize that even the upsetting aspects of your current situa-
tion actually were created in the past by unconsciously selected
goals. Other people settle for these preprogrammed, unconsciously
131
132 Your Mind Is Not a Democracy
chosen goals they have adopted from their personal history, pro-
ducing results that are different from what is consciously intended.
If you are in this latter category, go back to the Purpose of Your
Life method in Chapter 6. Goals naturally flow as an expression of
your purpose in a mental hierarchy that looks like Figure 8.1.
This hierarchy operates based on conscious choice and uncon-
scious programming. If you have not consciously chosen your pur-
pose, then your unconsciously chosen inherited purpose likely will
conflict with consciously chosen goals.
Motivation matters, also. If you have experienced conflicts
or resistance in achieving consciously chosen goals in the past,
overreliance on moving-away motivation may be the root cause.
Such overreliance causes a person to be primarily reactive to ex-
ternal events rather than responsive to internally generated goals
and desires.
Consistent use of the Baseball Diamond method in Chapter 4
increases the power of moving-toward motivation. Use the method
to balance your behavior between avoiding painful situations and
moving toward your internal pleasurable goals.
Two very important and almost immediate events inevitably oc-
cur when you establish a meaningful goal for yourself. For some
people these events occur so subtly that they fail to notice them in

Creativity 133
the daily activity of their busy lives. We want to point them out so
that you notice them when they occur and use them to your bene-
fit. These two events may occur in any order.
Very quickly, sometimes instantly, upon establishing a goal, your
mind begins to attract the resources you require to accomplish that
goal. Also, your mind will dutifully cooperate to accomplish the new
goal by letting you know which of your past thoughts are opposed
to your accomplishing the goal.
Let’s say that your new goal is to double your income from
$60,000 per year to $120,000 per year within the next 12 months.
One event is that almost immediately your mind is filled with possi-
ble ways to do this. Before you set the goal, you had not been think-
ing of ways to increase your income, so why would your mind
bother to produce any useful ideas for you? Pay particular attention
to the people you meet after establishing a new goal; your mind will
naturally attract into your presence not only the ideas but also the
people and other external resources you require.
The other event is that your mind cooperates with accomplish-
ing your new goal in another way, by bringing to your attention the
thought patterns that stand in the way of timely and convenient ac-
complishment. Before you had set the goal of doubling your in-
come, your mind may have been thinking, “This is all the money I
need to get by” or “It is not worth the effort or risk to earn more.”
These types of thoughts definitely will hinder your accomplishment
of your new goal. So, almost immediately after establishing your
new goal, pay close attention to what may seem to be objections in
your mind. These comprise very useful information; your mind is
dutifully saying to you, “In the past you told me to think these
thoughts: ‘$60,000 is all I need to get by’ or ‘I can’t do this’ or ‘I
shouldn’t want more money.’” You must change these old thoughts
to achieve your new and different goal. Use the Power Affirmations
method in the next chapter to change specific, limiting thoughts
like these.
Creativity
Creativity and analysis are two of the major functions of your con-
scious mind. The creative function thinks up new ideas. The analyt-
ical function evaluates things in light of information and
experiences already stored and attempts to assign cause and effect;
it figures things out. One function isn’t better than the other; both
must be developed for a person to lead a happy and productive life.

Since our educational system develops the analytical function al-
most exclusively, here the focus is on achieving reliable access to
the creative function.
If you don’t use your creativity, you are living with half your
mind tied behind your back. Most people grossly underestimate the
power of their own creativity, because it was squashed so strongly in
school. Creativity isn’t just for artists, writers, and musicians. All of
us can use our creativity better. So vast is our creativity that even the
most creative people use only a small portion. If you remember any
of your dreams, you can get an inkling of how creative you already
are. The issue then isn’t how much creativity you may possess, but
whether you can access it and express it usefully. Dreams may be
thought of as images and ideas popping out of the unconscious
mind while you sleep. You will be learning to access that same cre-
ative function while awake.
How Creativity Is Squashed

Creativity is handicapped with the idea that there is one right way
to do some things and with the idea that questions have one right
answer. Your creativity was stifled at any early age. For example,
most of us allowed our parents to convince us that there is one
right way to eat. If you have traveled, you know that, when eating,
British people carefully pile food on the curved side of their fork.
Continental Europeans use their knife right-handed to push food
onto their fork, held in the left. Americans, although obsessed
with efficiency in other areas, have somehow decided that the
right way is to hold the knife in the right hand and the fork in the
left while cutting food, and then to put down the knife and trans-
fer the fork to the right before eating. Our clashing of metal eat-
ing implements probably amuses Asian people who use efficient
chopsticks.
This one right way theory is strongly reinforced in our educa-
tional system, where rigid adherence to multiple-choice tests deter-
mines course grades, who graduates, and who goes to college. A
multiple-choice test cannot measure someone’s ability to think cre-
atively. Life doesn’t come with answers laid out for easy selection.
Instead, you will enjoy far greater satisfaction by using the creative
part of your mind to create opportunities for yourself.
The Analytical Part of Your Mind 135
It is even possible to obtain a Ph.D. degree, the pinnacle of edu-

cational achievement, without doing anything creative. Although
there are exceptions, most Ph.D. dissertations deal with cause and
effect. “The Cause and Effect of the Second World War” and “The
Cause and Effect of Global Warming on Our Environment” are typ-
ical titles.
Clearly, some questions have one right answer. It’s not practical
to use creativity to balance your checkbook, for example. However,
adult life, after your school days are over, presents very few ques-
tions with one right answer. Most practical problems require a de-
gree of intuitive judgment that goes beyond that.
Figure 8.2 shows the very different functions and capabilities of
the two major parts of your conscious mind: the analytical function
and the creative function.
The Analytical Part of Your Mind

The analytical part of your mind figures things out, solves mathe-
matical problems, balances a checkbook, and evaluates probable
outcomes of a wide variety of actions. It’s concerned with cause
and effect.
FIGURE 8.2 Functions of Your Mind

The analytical part is concerned with the question “Why?” Since

this is the only question it knows how to answer, “Why?” is the only
question that it will ask. If your car will not start, “Why?” is a useful
question. The cause of the problem, in this instance, is an essential
piece of information. The proper remedy is different if the car has
no gas than if the battery is dead. Once the “why” has been discov-
ered, the problem changes to one requiring the creative part of
your mind to answer other questions, such as “How can I charge the
battery?” or “How can I obtain gasoline?”
Everything related to cause and effect is in the past. Historians
and economists study the past to understand the present and to
forecast the future. Scientists experiment with the physical universe
to determine rules that will apply in future instances. Sociologists
study large numbers of people to predict future trends. This sort of
analysis of the past works reasonably well for the physical universe
and for large numbers of people, but works very poorly when deal-
ing with yourself or just a few other people.
Logical people like to think that they make decisions for reasons
and often insist that others do the same. Even the most logical per-
son uses the creative part of his mind, however, if only to gather al-
ternatives for consideration. In some cases, you may have made
decisions intuitively—using your creative mind—and then invented
reasons later.
The analytical part of the mind tends to evaluate possibilities ac-
cording to criteria that are dualistic, almost like a moral code.
Clearly, we are presented with temptations regularly that challenge
our ethics—some decisions are actually moral or ethical issues. Dif-
ficulties occur if the only standards of evaluating possibilities are
good/bad or right/wrong. People using only these standards tend
to seek the right job or the right person—their standards of perfec-
tion are so high that excellent, but less than perfect, opportunities
are too quickly discarded and satisfaction is almost impossible.
Do not allow such perfectionism to prevent you from using the
methods in this book. They are probably new to you. Anything worth
doing is worth doing poorly at first until you learn it. Watch a toddler
learning to walk and falling repeatedly. If you had applied standards
of perfection while learning to walk, you would still be crawling.
The analytical part is very poor at making changes, because it’s
concerned with the past and justifying it. If you rely on it com-
pletely, the only changes that you will make will be after conditions
become so intolerable that you are willing to accept almost any
The Creative Part of Your Mind 137
change. Thus, you must use your creative function effectively to

make the changes that you now want.
The Creative Part of Your Mind

For most of us, the creative part of our mind has received very little
training and no validation. Nevertheless, all of us have far more cre-
ativity than we are currently expressing. This is equally true for the
most creative person and the least creative person that you know.
Learning how to access the creative part of your mind and to use
the information that it contains can bring you a far richer, more re-
warding, and exciting future than you may have imagined.
The creative part of your mind generates new ideas. Your cu-
riosity about new things and experiences lives here. When you
were young, you were very curious. To the chagrin of parents
worldwide, toddlers want to put everything into their mouths. Af-
ter a while, the socialization process made you follow rules that
were made and enforced for the benefit of those designing them.
This process sharply reduced your fascination with new things.
The sense of fascination makes learning and education exciting.
Unfortunately, by the time we started school, this sense has been
suppressed in most of us.
The creative part of your mind is interested in “How?” In most
issues involving your own behavior and that of others, “How?” is a
far more useful question than “Why?” For example, you may know
people who spend hours thinking about and talking about why
they do not have the income that they want. But “Why don’t I have
the income that I want?” isn’t a useful question. Even if you were to
come up with the right reasons why you do not have your desired
income, it’s unlikely that this answer would bring you much closer
to achieving your desire. In this case “How?” is a far more useful
question. A good answer to the question “How can I obtain the in-
come that I want?” may in fact lead you to your goal.
LEARNING TO ASK BETTER QUESTIONS

Pay close attention to your internal self-talk. Write down your
thoughts for five minutes without censoring any. You don’t have
to share these thoughts with anyone. When you are done, look
at the questions you are asking yourself. Are there lots of “why” questions?
“Why” questions usually seek reasons or justification. They do little to
move you ahead. Each of the methods in this book offers a way for you to
consciously intervene to change the unconscious thinking you had been us-
ing up to now. Doing this ensures that your future brings you the results you
consciously intend. Our shorthand way of expressing this is:
The Future ≠ The Past
The future does not equal the past.
Instead of “why” questions, train yourself to ask “how” and “what”
questions and others like them:
• How can I move ahead more quickly?
• What do I need to change to progress more easily?
• How can I get others to help me?
• What other capabilities do I have to possess in order to succeed?
The creative part of your mind lives in the present and thus deals
with your intuition and feelings. It has the ability to invent new
ideas for future use. You use your creativity in the VCR method in
the appendix to give your mind a new and more resourceful view of
a past event. To apply the skills of goal setting and planning that
you will be learning, you must use your creativity.
Commitment beyond Reason

There may be times in your progress toward a significant goal
when, by any sense of logic or reasoning, the right decision is to
give up. At this point, you may have little to show for all the effort
that you have invested. Success appears to be so far away that it’s
worth much less than the additional effort required. Struggling
harder in this situation isn’t the answer. Instead, renewing and
strengthening your commitment is far more effective. Commitment
is a function of the creative part of your mind and defies logic.
Commitment is a matter of focus. It relies on your ability to focus
on the things that you choose as important and to pay no heed to
those you decide do not matter. An example of this from my (PL) life
is that in the mid-1960s, I served as commanding officer of a ninety-
five-foot Coast Guard patrol boat engaged in search and rescue oper-
ations in the offshore waters of New England. The North Atlantic
winter isn’t pleasant on a boat that small. Although weather condi-
tions were a constant consideration, they did not determine whether
we went on a rescue. We dealt with the weather to survive, but we to-
tally ignored it when deciding whether to proceed or, once under-
way, to continue. This commitment was so strong that there really was
Access Your Creativity for Problem Solving 139
no decision at all. We just went. “You have to go out, but you don’t
have to come back” is the mind-set required for search and rescue.
Better/Worse
Very few things are perfect. Almost every situation or possibility has
disadvantages. Clearly different solutions have different disadvan-
tages. It’s a good idea to give up your search for the ideal and, in-
stead, begin to make small improvements. Instead of looking for
the ideal, look for something better than what you have. As you be-
gin to make small improvements in all areas of your life, you will
discover that some are quite minor; then sometimes you will accom-
plish some improvement that has a far greater effect than you had
anticipated. The expectation of perfection causes some people to
overlook the small improvements that they could make. For exam-
ple, you will always have financial problems of some kind. Winning
$10 million from your state lottery would solve your current finan-
cial problems. But it would create problems in areas where you
don’t even have areas now.
Access Your Creativity for Problem Solving

For most people, creativity is similar to an unused set of muscles.
Next we will take your creativity to the gymnasium and get it into bet-
ter shape so that you can use it in any situation, whenever you want.
Scientists have the reputation of being coldly logical. If you
think of science as a collection of unchangeable rules governing
the behavior of the universe, then science is, in fact, logical only.
The most successful scientists, however, consider science to be a
method—a method of testing and verifying assumptions about how
things work. The testing and verification aspect of science can be
dry and logical, but good scientists use their creativity to devise the
assumptions to be tested and clever ways to test them. For this rea-
son, almost every scientific breakthrough involves some leap in
logic, some intuitive assumption that no one had tested before.
The zigzag in Figure 8.3 describes the method you already use
for solving problems. First your creativity comes up with a solu-
tion. Then you shift gears to the analytical part of your mind
where you analyze the possible results of the solution. The solu-
tion probably has pluses and minuses, which the analytical mind
evaluates. If the solution has greater disadvantages than advan-
tages, then you will discard it and perhaps feel upset and de-
FIGURE 8.3 How Your Mind Solves Problems
pressed that the problem isn’t solved yet and try to forget about it
for a while. Then, at a later time, when your creativity invents a
different solution, the same analytical process occurs once again
in evaluating it.
This method is time-consuming. Coming up with possible solu-
tions uses the most time. We’ll be showing you how to speed things
up greatly by creating 20 solutions to any problem in less time than
it usually takes to invent just one. Considering a large number of
possibilities increases your chances of getting a suitable one. It’s
much faster than creating one solution, analyzing it, discarding it,
creating another solution, analyzing that one, and so on. It uses the
combination of speed and writing to tap into your creativity.
DISCOVERY WRITING METHOD

In the Discovery Writing method, speed is very important. Usually when
you learn something new, you start slowly. Discovery Writing is different,
because speed is required to make it work. With all of our education fo-
cused on training the analytical part of our mind, it’s likely that this part
thinks it can figure out the answer to everything. So part of the challenge to
accessing your creativity reliably is to make the analytical part of your
mind be quiet temporarily. Writing as fast as you can does this.
When you use the Discovery Writing method the first time on a “real”
problem, there is a very strong tendency to “think” about it. “Thinking”
here means trying to devise a solution using the analytical part of your
Access Your Creativity for Problem Solving 141
mind. So start with a couple of obviously absurd problems for practice. Try
“20 uses for a tomato” or “20 things that float.”
This method will give you a peek at how creative you already
are. Think of this as building your creative muscle; it’s like
weight lifting for the mind. You have to work it out and push it
to the limits. Otherwise, it will not grow. Imagine what it would be like to
apply this limitless creativity to the opportunities and challenges facing
you today.
Write at the top of a sheet of paper “20 Uses for a Tomato” or “20
Things that Float,” and number from 1 to 20 down the left. Do this now!
Give yourself two minutes to complete a list. Write as fast as you can.
Speed is the only thing that matters. Neatness, accurate spelling, or “cor-
rect” answers are not important. Don’t censor any ideas, just write as fast
as you can. It’s even OK to write “I can’t think of anything to write” or
“This is so frustrating that I can’t think straight.” Write in whatever lan-
guage your mind gives you even if it is a language you never heard be-
fore. It may seem like you are accomplishing nothing by this exercise, but
you are strengthening your creativity by simply acknowledging its output
without criticism.
After the two minutes are up, look the list over and evaluate what you
have written by drawing a circle around those items that actually are uses
for a tomato or things that float. When we teach this technique in Training
sessions, sometimes people ask, “What if some of my answers are
wrong?” Do not consider the items on your list as “answers.” There is no
right or wrong here. They are possibilities, some better than others. The list
increases your choices, thus increasing the possibility of having a good
choice not considered before.
Once you can make a list of 20 possibilities in two minutes or less for
an absurd problem, you are ready to move on to “real” problems. For
most people, “real” problems tempt them to “think.” Don’t think, just write.
Think after the list is made. Some practical lists that you could make are:
• 20 businesses that express my purpose

• 20 things I could do to increase my income
• 20 ways I could reduce my expenses
• 20 skills I could use to enjoy life more
• 20 people who could help me with this problem
• 20 things I could learn from applying this material
• 20 things I could do to express my purpose
We have italicized the word “could” in the preceding examples to

emphasize that in making your list, you are looking for possibilities, and
not answers. Only after the list is finished do you analyze it to identify a
good solution.
We include the following two problems to appeal to the rebel-

lious part of your mind, which can be very useful, if you don’t take it too
seriously.
• 20 important phone calls I know I should make but must continue to
postpone
• 20 reasons that I must continue procrastinating about starting that
diet (going to the gym) (quitting smoking)
Your first list may not provide a useful solution. That is fine. Making an-
other list only takes two minutes. Even if your list does not provide a useful
solution, at least you now know that some solutions exist, just not one that
you can use yet. This knowledge tends to reduce anxiety, making the prob-
lem easier to solve. A mind filled with fear is a mind without options. The
converse of this is also true: A mind with options is a mind without fear.
What Do You Want?

Limiting your desires to what you do not want produces comfort
without satisfaction. Free up your thinking by using the Discovery
Writing method to uncover your desires, even if you are unaccus-
tomed to expressing them. Consider making lists with these titles:
• 20 things I want to be
• 20 things I want to do
• 20 things I want to have
• 20 improvements I want in my relationships
• 20 improvements I want in my financial life
• 20 improvements I want in my health
• 20 things I want to learn
• 20 improvements I want in my spiritual life
After you complete each list, circle the desires that are most
important and most real to you. Remember, at this point you are
not concerned with how you will accomplish these desires. Goals
answer the question “What?” Chapter 14 presents a plan to accom-
plish your goal. Jot down in your calendar the most important
items from your lists so you remember to do them. Later in this
chapter, you will be formulating them into SMART goals.
Take a moment to consider what you learned here. Were there
times in the past where a new solution to a lingering problem would
have been far more useful than what you did? How else might you
use this speedy method?
Remember that your creativity is similar to an underused mus-
What Do You Want? 143
cle. When you visit the gym for a workout, you are in better condi-
tion for a while after leaving. The same is true with your creativity.
Most people discover that as little as two minutes per day of Discov-
ery Writing is enough to recondition their creativity so that creative
solutions come to them much more quickly in their everyday life.
The solution you are looking for may not come to you while you
are making one of these lists. Near the beginning of writing this
book, we made daily lists of possible titles. After several weeks we
still had nothing we liked well enough to use. One day while driving
my car (PL), “Wealth Without a Job” came to me. This felt right.
Andy agreed. We spent another week continuing to make lists of
possible titles to ensure we found nothing better. Even though the
lists we made did not produce the title, they did, in fact, free up cre-
ativity sufficiently for the final title to pop out into awareness. This
is a fairly common phenomenon.
THE RIGHT BUSINESS FOR YOU

Surely you have been exposed to impassioned pleas offering you business
opportunities too good to pass up. Perhaps they are good, but if they do
not express your own values and interests, you are unlikely to get very far
with them. Aptitude tests also are of limited value because you’ll be suc-
cessful only to the extent that you use your aptitudes to express the values
and interests that matter to you. Besides, the passion called forth by ex-
pressing your most important values and interests will motivate you to gain
any of the aptitudes you lack.
METHOD FOR CLARIFYING THE BUSINESS FOR YOU

Here you will be using your creativity to define a business for
yourself by asking three important questions:
1. Whom will I serve?
2. Why would they do business with me?
3. How will I serve them?
Here is the author’s completed business definition:
We serve independent businesspeople and emerging entrepre-
neurs in their desire for financial freedom by teaching internal self-
management and business skills not taught in schools.
Next, you will be designing your own business definition. You do not
have to start at ground zero, because you have already declared the pur-
pose of your life in Chapter 6. This statement of purpose provides a broad
overview of the values that matter to you, how you intend to express them,
and why. To save time and to eliminate unsuitable business possibilities, re-
fer back to your statement of purpose.
Here is the framework for your business definition:
I or we serve (1. Identify customers) in their desire for or to (2. The
benefits you wish to offer) by (3. Identify the work you will do).
Some of you no doubt have a clear enough picture of the business you
want or already have so that you could write out your business definition
without using the next steps.
If you are not at that point, use the previous method to define the busi-
ness you want. You will be making three lists to assemble your own busi-
ness definition. You’ll make rapid progress by starting at the end with list 3
and working toward the beginning of your business definition. Start by cre-
ating a list of possibilities to fill the final blank in the sentence. Remember
to set your timer for two minutes and write as fast as possible. No thinking.
1. 20 possible characteristics of the customers I want
2. 20 benefits I could offer to customers
3. 20 things I could do to serve others
From the items on these lists, pick the most suitable entries you cre-
ated to produce a business definition that suits you by filling in the
blanks yourself.
I (or we) serve List 1 in their desire for List 2 by List 3.
Your Mind Is Not a Democracy

Your mind isn’t a blank slate. It’s already filled with ideas, thinking
patterns and ways of perceiving yourself and the world. These devel-
oped from past experiences and many have been in your mind since
childhood. Some of your thinking patterns don’t serve you; some
do. What they all have in common is that you think they are right. In
other words, you have accumulated evidence over the years proving
these conclusions to be true and accurate. When you add some new
idea, such as a goal you wish to accomplish, there is no accumulated
evidence to prove it. Planning and creativity are natural partners.
Planning is about the future. Since the future hasn’t happened yet,
it cannot be analyzed, but has been created. Access to your creativity
is essential for making useful plans.
You must have goals to have any satisfaction in life. Since birth,
and perhaps before, your consciousness has been busily creating
your reality based on the thoughts that you think. Your best past
thinking has brought you to your current circumstances. There is
Your Mind Is Not a Democracy 145
no reason to expect your mind to stop doing this any time soon.
Your mind already has an agenda or goals defining what it will cre-
ate for you, assuming you continue thinking what you have been
thinking. Unfortunately, these goals are most likely unconsciously
chosen, and they may not be things you would most prefer or even
like. Everyone has goals. For some people they are unconsciously
chosen from personal history; for others they are based on their
true purpose and a sense of those values they wish to express.
A goal is a new idea. Unless it is trivial, you can’t prove you can
do it yet. Figure 8.4 represents the impact of a new goal. The
dashed rectangle represents your mind; it is dashed because ideas
come in and go out all the time. The X’s represent your limiting be-
liefs, thinking patterns, and experiences from your past as related
to this goal or to goals in general. The X with the circle represents
any new goal you have just added to your mind.
Notice that your past thinking greatly outnumbers the thought
representing your new goal. At this point, if you hold a mental elec-
tion about whether you could accomplish your goal, the results
would be an overwhelming no. The democratically obtained result
will always favor an outcome where your goal seems impossible be-
cause you haven’t accomplished it yet. Democracy may be a fine way
to run a government, but it’s poorly suited to mind management.
So, if you truly expect to make the changes you want, you must
make your mind a dictatorship, with yourself as dictator.
The same dynamic affects any new goal. Let’s say your new goal
is to climb Mount Everest—a lofty goal, accomplished by very few.
In this example, the uncircled X ’s represent your past thinking on
FIGURE 8.4 Your Mind Is Not a Democracy

this subject. Everyone is different, but you may have limiting thoughts
such as:
• I don’t know how to do this.
• I am afraid that I may fail.
• People will think that I am crazy for trying.
• I may succeed and not be satisfied.
• My mother will worry about me.
• I may be injured.
• It will take too long.
• I have had big dreams before and failed.
• I sure don’t understand math.
• I’m afraid I’ll become one of those arrogant overachievers.
The nos would easily win an election given the number of them
compared to your lonely goal on the diagram. Not so obvious from
the diagram, there is another reason the nos would triumph: Your
mind will try to convince you its past experience proves your limit-
ing thoughts are “true.” There is no evidence showing you have
climbed Mount Everest yet.
From this example, we’ll take the limiting thought, “People will
think that I am crazy.” You “know” this is “true,” because several of
your friends mockingly questioned the sanity of such a dangerous
goal. At the most difficult parts of the climb, you may be the one
thinking that you are crazy for trying this. This limiting thought will
continue to nag at you until you find a way to accept it.
It’s possible that the worry about your friends’ opinion of your
sanity could distract your attention at precisely the moment requir-
ing the most concentration, causing your foot to slip, resulting in
an injury that scrubs your climb. This is one example of how we can
unintentionally sabotage our best intentions without realizing it. If
we focus on our old limiting beliefs, they will bring about more of
what we have been getting instead of what we want.
You probably haven’t attempted a climb of Mount Everest. You
probably have, however, unconsciously sabotaged your progress to-
ward some important goal because you were unaware of some limit-
ing thought about it. Setbacks you blamed on “bad luck” or
“circumstances” are often the acting out of limiting thoughts about
the goal that you did not recognize. Such thinking is living on the
effect side of the equation discussed previously.
How have we been conditioned to think about goals? Think back
to the goals you had in childhood. They probably had two very impor-
Goals Are Not about Measurement Anymore 147
tant characteristics that no longer apply as an adult: Someone else

probably chose them, and there was an undue focus on measurement.
The first measurable goal experienced was toilet training—a
crappy topic that we will not dwell on. Success or failure was clearly
measurable, there probably were consequences for failure, and this
goal may have been imposed by an authority figure.
Then came school. The frequency and the precision with which
the school system attempts to measure our children are ludicrous.
Does anyone believe that the high school valedictorian with a 3.98
grade point average is better prepared for adult challenges than the
runner-up with a 3.96 average? As students we did not decide to at-
tend school for all those years or that we needed two years of a for-
eign language to get into college. If you received a job offer from
an employer who planned to measure your performance with the
frequency and precision used in the school system, you probably
would decline the offer.
Goals Are Not about Measurement Anymore

I (PL) worked with a client, Roberta, who was a talented graphic de-
signer. Before hiring me, she had been financially dependent on
her boyfriend, who had recently left her. I always ask new clients to
figure out the starting point for their income. She calculated an av-
erage of what she had earned over the past couple of months and
told me she was starting from a very low average of $14 per week.
Then we discussed her goal for income. She wanted $4,000 as a
weekly average. After a couple of weeks she told me, “You know
when you gave me that talk telling me that goals are not about mea-
surement anymore, I didn’t completely understand what you
meant. But now I’ve got it, my starting income was $14 per week.
Last week I earned a little over $1,000, and my goal is $4,000 per
week. So that means I am succeeding because I am moving toward
my goal.” As adults, goal getting is far more satisfying if you make
the process primarily about direction, not about measurement.
SETTING SMART GOALS

When we set a goal to achieve a particular outcome, the goal must be
SMART. What is a SMART goal? A SMART goal is:
Specific
Measurable and Meaningful
As if now (present tense)
Reach out and Reasonable

Time
Let’s look at each of these components of a well-designed SMART goal
and determine why each is so important.
Specific
If it is not stated specifically, your unconscious mind will not know exactly
what you want. Sometimes unconscious minds have a sense of humor.
They may produce an outcome you do not want but that satisfies what you
asked for. Remember that the unconscious mind takes the path of least re-
sistance to produce what you ask for. This is why it is essential to state your
goal specifically.
Specific also means it must be stated in the positive. Ask for what you
do want. Do not ask for what you don’t want. Remember that the uncon-
scious mind does not understand negatives or negation. If you use nega-
tives, the unconscious mind will produce exactly what you don’t want.
Specific also means specific to expressing your purpose. Check back
and read over your purpose of life statement. Working on (even thinking
about) a goal that is out of harmony with your purpose creates internal
conflict, making the goal far more difficult to accomplish. If your goal is not
in harmony with your purpose, then change one or the other.
Measurable and Meaningful
If the goal is not measurable, how will you know you achieved it? If your
goal is to be happy, how do you measure that? Happiness is a state you
can have any time you choose. You must state your goal in such a way that
it can be easily measured. When writing your goal, ask yourself: “What
evidence do I require when the goal is achieved so I will know 100 per-
cent for sure that I achieved it?” Another way to determine measurability is
to ask: “Can it be carried in a wheelbarrow?” If yes, it is measurable. If
your goal is huge, you will need a huge wheelbarrow to hold it.
For example, your goal may be to feel ecstatic. The feeling of being ec-
static is not measurable. There are varying degrees of this feeling, and it
will be different for everyone. Obviously, the feeling of being ecstatic can’t
be placed in a wheelbarrow.
The goal must also be meaningful to you. If it is not, you will lack the
necessary motivation to achieve it. It is best if your goal aligns with your
purpose. Ask yourself “Does this goal express my purpose?” If it does, then
it is meaningful. If not, pick a different goal.
As If Now
You must be state the goal in the present tense. This is critical. You cannot
change the past or the future. The only change you can make is in the pre-
sent. The changes you make in the present will affect the future, but you
Goals Are Not about Measurement Anymore 149
cannot directly change the future. If you state your goal in the future tense,
it will remain in the future forever. However, if you state it in the present, as
if you already have it now, you will produce the results you want.
Reach Out and Reasonable
The reach-out part of the goal should stretch you beyond your current situa-
tion. You do not want to make the goal too easy; otherwise you will not
feel satisfied when you achieve it because you were not stretched. Every
human being wants to grow and stretch, whether they realize it con-
sciously or not. Do not limit the size of your goal based on your current ca-
pability or results. The tools in this book will add vastly to your capability. If
accomplishing your goal does not require that you gain new skills and
learn more about what interests you, then it is not enough of a stretch. Re-
member, if you reach your goals easily now, then you’re not stretching
yourself enough. Make the goals bigger!
The goal also must be reasonable—it must be attainable. Perhaps
you’d like $1 million by tomorrow morning. This is not reasonable un-
less you already have millions of dollars that you can use to achieve the
goal. If your goal were to achieve $1 million in five years, this would be
reasonable. Remember, scale back dreams as necessary to make them
achievable.
Time
You must include a specific date by which you will achieve your goal. If
you do not state a specific time in your goal, it will always remain in the fu-
ture. Your unconscious mind will take the path of least resistance and pro-
duce only what you ask it to produce now. When you put a date on your
goal, your unconscious mind knows that it must figure out a way to achieve
what was asked of it. It will find a way to produce the outcome in the spe-
cific time frame you asked.
There is some art involved in selecting these dates. Use your feelings as
a gauge to know whether your dates are reasonable. If you wonder “Why
bother to get started?” then the desired completion date is too far away. If
the date throws you into a panic, it’s too close. Experiment until you come
up with a date that challenges and energizes you. Here is an example of a
SMART goal:
I now have $1 million in my prosperity bank account on December
31, 2009.
This goal assumes that you have little or a moderate amount of income.
It also assumes the goal was set in the year 2004. This goal would not be
appropriate for someone who already has close to $1 million in a bank
account currently or with a $500,000 income. For those individuals, the
goal would have to be increased to include the reach-out requirement.
Now check to ensure your goal is SMART. Is the goal specific? It is

stated positively and asks directly for what you want. Is the goal measur-
able? The evidence necessary to know if it is achieved is a bank statement
that shows $1 million. It can also be placed in a wheelbarrow. Is the goal
stated as if now? It is stated in the present tense by “I now have.” Is the
goal a reach-out and reasonable goal? This goal is a reach-out goal and
will make you stretch. It is also reasonable because a five-year time frame
will allow you enough time to generate the income you must have to satisfy
the goal. Does it have a specific time frame? The outcome is achieved on
December 31, 2009. Thus our goal meets all the criteria of a SMART goal.
EXERCISE: DEVELOP YOUR SMART GOALS

Take a few minutes right now and write down your top five
goals. Make sure they are SMART. Take action now to achieve
what you desire and deserve. No more procrastinating! The way
to achieve your goal is to take massive action now. Do you want to cheat
yourself or treat yourself?
Once you have your SMART goals written, copy them onto a 3-x-5 in-
dex card. Carry the index card with you. Any chance you get, take out
your goals and read them. The more you do this, the more your uncon-
scious mind will grasp on to them and make them a reality for you. Read
your goals at least twice a day—once when you wake up and right before
you go to sleep. Make sure you have a good mental image of what your
goals are. The more clear, vivid, colorful, detailed, and rich the images
are, the more sold on and committed to the goals your mind becomes.
Make sure you add your favorite sounds and the feeling you will have
when you achieve your goals. You will keep building your images of your
goals as you continue to pursue them.
Next you will learn how to install your new goals into your fu-
ture. How you think about time is very, very important. Whenever
you consider doing anything in the future, you must at least uncon-
sciously place it into your internal representation of your future in
order to evaluate whether you want to do it. Also, everything you re-
member is perceived through your personal internal representa-
tion of the past.
For these reasons, we will first be asking you to become aware of
how your mind now represents time to you.
Your Traditional Perception of Time

Time is a concept that we first represent externally. Yes, we all have
a diurnal rhythm that tells us it is time to wake up and time to sleep,
Your Traditional Perception of Time 151
but this rhythm is short term. If you don’t know that today is Tues-
day, for example, there is nothing inside of you to give you that in-
formation. You can, however, tell what day of the week it is by
consulting a calendar or a daily newspaper. This means that we built
the structure we now use to perceive time from external events.
If a child asks, “How long until Christmas?” and you respond,
“Twenty-three days,” the child is likely to ask “How long is that?”
This child has not yet built a structure to represent time. We de-
velop this structure sometime in early childhood, certainly by the
time we get to school, where events occur at specific, announced
times. Thus you most likely formed your own perception of time,
including the past, present, and future, at an early age, and you may
not have considered it since. The perception of time is a person’s
timeline.
HOW DO YOU PERCEIVE TIME NOW?

Recall brushing your teeth this morning. Remember as many de-
tails about this as possible. Good. Now recall brushing your teeth
five years ago, also with as many details as possible. What differ-
ences are in these two images of the same event at different times?
Most people report they perceive the more recent event as closer to
them. Our minds naturally perceive time in a linear structure.
Figure 8.5 presents eight examples of how your mind may repre-
sent time to you; or it may do so in a completely different way. In
the eight diagrams, you see the individual from above (note both
ears and nose), looking at various kinds of timelines. In the upper
left-hand example, the individual sees himself as off to the side of
the timeline with the past stretching out to the left and the future to
the right. In the lower left-hand diagram, the individual sees herself
in the flow of time with the past and the future stretching in the
same directions as the previous example and the present moment
inside her body.
There are other possibilities. Some people report they see the
past and the future as the same line stretching away from them.
Others report they see the future as a spiral fading away into the dis-
tance. Some people represent the future not as a line but shaped
like a quarter of a pie with their point of view at the sharp point of
the slice.
There is no right answer here. What you want to determine is
how your mind represents time to you now. How your current per-
ception of time affects you matters more than what it is.
FIGURE 8.5 Timeline Examples
MODIFY YOUR TIMELINE FOR MAXIMUM RESOURCEFULNESS

When as a child, you first constructed your perception of time, your
mind may have accepted the first representation that came to it;
perhaps it has not made any modifications since. It is also likely that
you didn’t design your internal representation of time to make you
as effective as possible.
One client saw her past and the future as the same line, which
explained why the changes she wanted had been impossible. An-
other person saw a gap between himself and the beginning of his
future. Changing this internal perception eliminated habitual pro-
crastination. Now experiment with possible alternative ways for
your mind to represent time.
EMPOWER YOUR PERCEPTION OF TIME

By now you are probably enjoying the benefits of doing the ex-
ercises as you read. Relax for a moment and imagine your past,
stretching back away from you. What direction does it go in?
Perhaps it is front of you or behind you; perhaps it goes off at an angle to
one side; perhaps it is slanted slightly up or down. However, you see it is
fine. Now imagine that your perception of the past connects to you with a
360-degree ball joint. This enables you to change the orientation of the
past so it extends away from you in any direction. Slowly swing your rep-
resentation of the past through different directions, like swinging your
straight arm from your shoulder joint. Watch it point, up, down, left, right,
straight ahead, and behind you, and all other combinations. As you do
this, notice how you feel. Most people find that one direction causes them
to feel most empowered. This most empowered direction may be the same
one you had originally or it may be different. Once you have found this
most empowered direction for the past, leave it there. If your most empow-
ered direction is different from the original one, from time to time you may
have to consciously reset the direction of your past to the new orientation
by taking your mind through the process you just did.
Now do the same thing with your perception of the future. Clearly the
future matters way more than the past, so we will pay it particular atten-
tion. See your future stretching away from you. Once again imagine that
your future connects to you with a 360-degree ball joint, enabling you to
swing it in all directions, front, back, left, right, up, down, and all combi-
nations. As you do this, notice if a particular direction causes you to feel
most empowered. Leave your perception of your future in that position.
Most likely this will be in front of you.
Now we will examine your most empowered perception of the future
more closely. Does your representation of the future start where you are, or
is there a gap between where you are and where your representation of
the future begins? If so, notice how it feels when you fill in this blank spot,
so your future begins now.
How wide is the line that represents your future? Experiment with dif-
ferent widths. You are free to decorate your mind in any way you like.
Some people prefer to see their future as a narrow line; others as a foot-
path; still others prefer it to be as wide as a ten-lane freeway. Try different
widths to discover which is the most empowering to you.
What about color? What color is your representation of your future?
Would you like a different color better? Experiment with different color
combinations so your future looks most appealing to you.
What supports your perception of the future? Some people prefer to
see their future suspended in space; others add graceful stone arches be-
neath it like a Roman viaduct; still others add cables similar to a suspen-
sion bridge.
What symbols appear in your future? If you like, add symbols of suc-
cess like roadside billboards to your future. What do you want in your fu-
ture? Add symbols that represent the success, health, wealth, recognition,
or whatever you seek onto the timeline that represents your future.
You may find it necessary to repeat this exercise from time to time until
this new vision of yours becomes the way you naturally perceive your future.
INSERTING YOUR GOAL INTO YOUR TIMELINE

In this section you will be installing your SMART goals one by
one into your new vision of the future. Most people discover that
this method works best if they read over the entire method first.
Consider having someone guide you through this process instead of trying
to do it by yourself. If no one is available or you do not feel comfortable
sharing this experience with anyone, make sure you understand the
process completely before you go through it. Perhaps make a tape record-
ing to help guide you through the process. (If you do use a tape recording,
make sure to allow pauses that are long enough for you to complete each
step of this process. Remember, you are new to this method. With practice,
you will become faster.)
By now you should have established your goals. If you have not deter-
mined what your goals are, go back now and establish your goals now! If
you do not have goals, your results will be determined by others. So take
the time and do this now. For those of you who did the exercise, pat your-
self on the back and congratulate yourself. In Chapter 14 you will create
plans to accomplish these goals.
Now it’s time to review your goals and make sure they are SMART
goals. Check to make sure your goals are specific, measurable and mean-
ingful, written in the present tense (as if now), reach out and reasonable,
and have a date (time). Do this now. Do not deprive yourself of the success
you desire and deserve by using goals that are not SMART.
Now that your goals are SMART, let’s place them in your timeline one
at a time. Your unconscious mind will help you to do so by reevaluating the
events that lead up to achieving your goals. Doing this will tap you into
and attract into your presence the necessary resources to achieve the out-
come you desire. It will realign all the events from then to now in order to
support you achieving your goals.
Now pick the first goal you want to insert into your timeline. Deter-
mine the last step necessary for you to know that you have achieved your
goal. For example, if you were taking a trip to Europe, what is the last
thing that has to happen to know that you achieved the goal? Some peo-
ple know they have achieved the trip when they make the travel reserva-
tions. Others know they have achieved the goal when they step onto the
plane or land at their final destination. Make sure you determine what is
the very last thing that must happen for you to know that the goal is
achieved. Do this now.
Make an appealing internal sensory representation of yourself arriving
at this very last step. Do this using all of your senses—sight, sound, feeling,
smell, and taste. Now make a picture of you completing the last step and
achieving your goal. See this picture through your own eyes as if it were
happening now and feel the feelings of having achieved the goal. Now
improve the experience of achieving your goal by making the accompany-

ing pictures brighter, bigger, and closer in stark, vivid color and
panoramic. Add as many details as you can; the more, the better. If your
experience is vague and not detailed, use your imagination and keep
adding more details until you really get excited.
Add sounds to your experience. Let yourself hear people telling you
what you’d like to hear about accomplishing the goal. Add your favorite
music in the background. Make it loud and stereophonic. Now add the
feelings that you will have when you achieve your outcome. Make sure
they are as intense and pleasurable as possible. Keep making adjustments
until the experience feels best to you. Make sure your feelings are as in-
tense as you can make them.
Also add smells and tastes to achieving your goal if possible. Add any
internal dialogue necessary to enhance the experience. For example, you
might say, “This is great!” Keep adjusting your experience until you get the
most positive and intense feeling possible. Do this now.
Now step out of the experience and see yourself in the picture with the
goal accomplished. Make sure that you can see your own body in the ex-
perience. You should now be dissociated. Dissociated means you see your-
self in your mental picture. Refer back to the Emotional Resolution method
from Chapter 7 for a reminder of the power of choosing an associated or
a dissociated perception. So, see yourself (dissociated) with the goal ac-
complished.
Next, take this same internal representation of achieving your goal
where you can see yourself in the picture. Take it with you on your journey
above your timeline. Float high above the present moment. Make sure you
are well above your timeline, looking down on it as if from an orbiting
satellite. Give yourself a vantage point that allows you to see far back into
the past and way out into the future, but still lets you see events happening
down on your timeline.
Take the internal representation you are carrying and energize it with
four deep breaths. Take a deep breath in through your nose and out
through the mouth. As you breathe out, blow all your life energy into your
internal representation. Do this three more times to really energize it.
That’s right.
Now look toward the future end of your timeline. Float out into the fu-
ture to the exact date that your goal will be achieved, taking your internal
representation with you.
Let go of your internal representation, and let it float right down into
your timeline. Let it float down as if it were a sheet of paper floating down
on air. Watch as it plugs itself into your timeline.
From your accomplishment date on your timeline, look back toward the
present. See the events from the date the goal is accomplished all the way
back to now. Watch these events reorganize themselves to produce your
desired outcome. You may want to see this reorganization happen a cou-
ple of times to aid you in envisioning a clear path to your goal.
Once you are finished watching the events reorganize themselves,
come back to now. Float back down to now and come back into the room.
Look up at the ceiling for two to three seconds. Doing this ensures that you
are ready to continue with the next part.
Congratulations! You have installed the first goal into your timeline.
Use this method to install your other goals. If you have set smaller goals in
order to achieve larger ones, make sure that they are SMART and that you
place them into your timeline as well.
GAIN CERTAINTY ABOUT ANY GOAL

IN SECONDS WITH THE FILING CABINET METHOD
The more certain you are that you will accomplish any goal, the
more effectively you will get there. Remember a time when you
were about to achieve a goal that you were very certain you
could achieve. How easy was it for you to achieve that goal? Did the ob-
stacles seem to be simple to overcome or maybe even nonexistent?
Now remember a past goal that you weren’t sure you could achieve.
Do you remember a lot of obstacles? Did they seem difficult to overcome?
How difficult was the goal to achieve? Did it take a long time to complete?
Now that it is complete, was it really that difficult, or did it just seem diffi-
cult at the time because you were uncertain?
Now think of an important goal. If you don’t have one in mind, refer
back to the section on SMART goals. Ask yourself, in percentage terms,
how sure are you that you will accomplish this. Take a moment to jot down
this percentage. Do this now! In order to achieve the goals you want, you
must take action. Do not delay.
Now think of a fact of which you are 100 percent certain. It might
be your gender, or the color of your eyes, or your nationality. Or you
may choose the fact that the earth is round, the sun will shine again, or
the location where you currently live—something you could prove in
court if necessary.
Now notice exactly where this fact is stored in your mind. (Perhaps in
the front or the back or on one side. Look carefully enough inside to find its
precise filing location.)
Now find a location in your mind that you can easily find, and imagine
a file cabinet. Take your chosen fact and move the certainty of that fact into
the file cabinet. Now pick a second fact that you are absolutely certain
about. Move the certainty of that fact into your file cabinet where you
stored the first fact.
Now think of the goal you referred to at the beginning of this exercise
and find its precise location in your mind. Grab onto this goal in your
mind, carefully remove it from its present location, and move it into your
file cabinet with the other facts of which you are 100 percent certain. Ac-
tually experience moving the goal into the file cabinet in your mind.
Now pick a third fact that you are 100 percent certain of. Move the
certainty of the fact into your file cabinet. Add as many additional facts as
you wish. The more facts you place in your file cabinet with your goal, the
better this exercise will work for you.
Check for completeness by asking yourself, in percentage terms, how
certain are you that you will accomplish the goal. Take a moment to jot
down this new percentage.
Repeat adding facts into your file cabinet until you are 100 percent
certain.
MENTAL FLEXIBILITY
9
C H A P T E R
FOR PEAK
PERFORMANCE
Mental rigidity makes improvement difficult, perhaps impossi-

ble. The rigid mind is absorbed in justifying the past rather
than in improving the future. Using what you learn in this
chapter, you will be able to prevent your negative thinking from
getting the better of you. Learn why positive thinking alone pro-
duces results that are most often minor and temporary. The
Power Affirmations method allows access to the unconscious
thinking that is limiting success. It is a method that changes
your thinking to facilitate accomplishment and to eliminate an-
noying internal chatter.
TRUE OR FALSE QUIZ TO PROMOTE MENTAL FLEXIBILITY

Take out a sheet of paper and number it from 1 to 6. Answer true
or false to these questions. Please, no changing answers after
writing them.
1. The sun rises in the east and sets in the west.
2. The sun neither rises nor sets in any direction. Rising and setting is
an illusion caused by the rotation of the earth on its axis.
3. $1,000 is a lot of money.
4. $1,000 is a small amount of money.
5. Everything is the same.
6. Everything is different.
Let’s see what your answers are. Six true answers earn 100 percent, as
do six false answers. Each of these statements is true or false, depending
on your perception. If you were lost in the woods with a watch and no
compass, knowing that the sun rises in the east and sets in the west would
159
160 Mental Flexibility for Peak Performance
help you find your way out. However, a rocket scientist calculating the cor-
rect trajectory for launching a rocket from earth to Mars would simplify the
calculations by assuming the sun to be stationary.
Whether $1,000 is a lot or a little money depends on the situation. At
the supermarket one answer is correct; at the Mercedes dealer the other
one is.
Similarly, perspective determines whether two things are the same or
different. At the subatomic level, matter is empty space and energy, so all
of it is the same, but microscopic analysis reveals differences even in si-
multaneously minted coins.
How Our Mind Proves Ideas to Be True

Over the years, you have allowed yourself (consciously or uncon-
sciously) to be convinced that the contents of your mind are true. If
your friends refused to play with you when you were a toddler, you
may have thought, “No one likes me.” The defensiveness that such a
thought would create would surely make you less likable. Addition-
ally, it might make you oversensitive about how people treat you,
and you might interpret even normal behavior as rejection. It’s pos-
sible that you cause people to reject you because of the belligerent
attitude that the thought “No one likes me” would cause. After do-
ing this for a while, you have built your case—you have uncon-
sciously gathered sufficient evidence to prove that no one likes you.
As you are the one who convinced yourself that such limiting
thoughts are true, you are the one who can convince yourself of
something different and better.
As you begin to shift your thinking, it’s a good idea to consider
your mind an unruly puppy that you wish to house train. You
might scold the puppy sometimes being firm but gentle. You
would not blame the puppy for not knowing to do its business on
the paper.
Power Affirmations: Design the Life You Prefer

Most people are familiar with using affirmations, to mixed results.
Here you will learn the most effective way to use affirmations to ap-
ply the creative power of your mind so results are certain.
The most significant drawback of most methods of using affir-
mations is reliance on repetition. Relying on repetition alone as-
sumes that your mind is similar to a piece of sheet metal. If you just
Power Affirmations: Design the Life You Prefer 161
pound on it long enough, you can change it into a shape that

works better.
Such repetition often involves saying to yourself positive phrases
or sentences over and over. This method does nothing to deal with
underlying limited thinking. It is about as permanent as a nice new
paint job applied on top of the rusty surface of a car.
Your mind is like a computer. Your brain can be compared to
computer hardware, and the thoughts that occupy it can be com-
pared to computer software or programs. Computers include in-
struction manuals. The human mind does not, however. Consider
this book a brief instruction manual for running your mind to
your benefit.
Your computer arrived from the supplier with certain programs
and settings preinstalled. For example, the borders on the screen
were probably blue. If you hate blue and prefer green, you can
manually alter the default conditions, causing your machine to gen-
erate green borders. Similarly, your mind is preprogrammed with
unconscious beliefs that have created results (desired or not) up to
now. You will discover that many of the limiting beliefs were
adopted unwillingly or unconsciously during childhood and have
remained unquestioned ever since. This chapter shows you the
most effective way to change the unwanted default conditions of
your mind so that you are free to produce more favorable results.
How you think is everything. Life is a reflection and creation of
thinking. Thoughts cause actions, and actions cause results. Our de-
cisions, our reactions to events, our motivation, and our external
circumstances all result from our thoughts, attitudes, beliefs, and
emotional dynamics.
So long as you attribute your well-being to something you do
not control, you will experience pain. Thus, acknowledging that
you create your own results by virtue of your own internal thinking
process opens a door to a whole new world of satisfaction, wealth,
and accomplishment.
When you turn on your computer, you do not get access to all
of the software it contains. Most computers will not allow you to
access all the software simultaneously, and in most part of the soft-
ware remains inaccessible to users. Your mind has many similari-
ties to this. You are not aware of the specific thoughts that you use
to digest your dinner or that cause your leg to jerk when your
knee is tapped. More specifically, the thoughts that inhabit your
mind affect your success and satisfaction in all areas of your life,
whether you are aware of the specific thoughts that cause specific
results or not. When you want to upgrade your computer’s perfor-
mance, you can buy better hardware or better software. The anal-
ogy falls apart here, because brain transplants exist only in science
fiction. Yet while upgrading your mental hardware is not an op-
tion, you can upgrade your mental software—your thoughts—
whenever you want. (See the solutions presented in Table 9.1.)
Lying to Yourself
Your mind differs from a computer in that it possesses the ability to
distinguish between truth and falsehood. Any new information that
comes into your mind is automatically compared to what is already
there in a test of validity. Some of the information already in your
mind is clearly not beneficial, but nevertheless it is perceived as
true, given the evidence of your experience. In other words, your
computer already contains some software, programming in use for
many years. These may be thoughts that no longer serve you, but
any method that deals with your mind cannot work very well unless
it helps you deal with what is already there. If you don’t believe your
affirmations enough to see them as reasonable possibilities, then
you are lying to yourself.
For example, no one’s mind would argue with the statement, “The
sun will rise tomorrow.” Conversely, almost no one’s mind would com-
pletely accept the statement, “I am certain to win the lottery tomor-
row.” Such statements are too near the extremes of credibility (almost
completely believable or almost completely unbelievable) to be useful
as affirmations. The challenge then is to formulate affirmations in
TABLE 9.1 Common Problems with Solutions

Affirmations
Lying to yourself. Use affirmation preambles.
Relying on Use the interactive method,
repetition alone. example at end of this chapter.
Desire to control. Forget about how you will get what
you want; instead focus on
receiving your desire.
Desire to Control 163
such a way that your mind can accept the truth of them and yet have
them offer the change that you want. Let’s say that you are working
with the affirmation “Everyone supports me in increasing my in-
come.” If your reservations about this statement are so strong that
they cause you to wonder about its truth, take a step back by using one
of the affirmation preambles to make the statement less definite and
less absolute, or to add to the affirmation a reason to believe it. You
can add these preambles to the beginning of any affirmation to make
it more believable or acceptable. (You may have to modify the syntax
of the sentence so that the grammar is correct.) For example, most
people find the statement “It is OK for me to think that everyone sup-
ports me in increasing my income” easier to accept than the same
statement without the preamble.
Affirmation Preambles
• It is OK for me to . . .
• It is OK for me to think that . . .
• Now that I am grown up, . . .
• Since I am a child of God, . . .
• It is within the realm of all possible events that . . .
• I have permission to . . .
• I am good enough to . . .
If you write the affirmation “I am a wealthy man with a large and
growing income,” it is possible that your mind will be unwilling to
accept this. However, if you include in your statement some verifi-
able facts about yourself, acceptance becomes easier. For example,
“I am a tall, brown-eyed, American, wealthy man with a large and
growing income.”
Relying on Repetition Alone

Some books about affirmations recommend constant repetition as
the primary method for persuading your mind to accept a new idea.
Our method is far more effective. It allows, even encourages, the parts
of your mind that object to the new idea to speak up, so that you can
deal with the objections with affirmations composed for this purpose.
Desire to Control
Each of us has control of our behavior and thoughts and nothing
else. Affirmations will not necessarily change your reality, but they
can change your willingness to take action to change your reality,

and they can change your perception of reality. In those instances
where perception actually is reality, it may seem that your reality
changes. For this reason, usually it is not useful to limit the manner
in which your desire may come to you. Make the statements in your
affirmations as broad and general as possible. For example, we
don’t recommend using as an affirmation “My spouse now does
what pleases me”; “It is now easy for me to see the good intention in
the behavior of others” would be a better choice.
Which Affirmation to Use?

Because the method you will be learning is interactive, it is not es-
sential to start with exactly the “right” affirmation. The process en-
courages your mind to lead you to the most effective affirmation.
On page 175 we provide a list of affirmations to start with. You can
apply the method you will be learning to every area of your life.
Thus, we present a menu of affirmations for your choice. Pick the
one that produces a strong emotional reaction in you—either it
makes you feel wonderful, or it produces an uncomfortable churn-
ing in your stomach or tightening in your jaw.
I (AF) want to tell you my experience with our affirmations
method. I know some of you may be thinking affirmations really
don’t work. Perhaps you’ve used them with no change in results.
I used to agree. I used affirmations diligently in the past, repeat-
ing them hundreds of times a day, with little or no results. I was
ready to give up on them until one day I heard Phil, as a guest
speaker on a teletraining call.
The call started out with an introduction of Phil and his topic
“Affirmations.” I thought, this is going to be a waste of time and I
was about to hang up. Affirmations don’t work.
Phil started his presentation and said: “Just speaking affirma-
tions out loud won’t produce permanent, significant results.” This
got my attention.
Phil discussed the method we are sharing with you now, and it
made sense to me. I ordered a copy of Money Is My Friend and a copy
of “Power Affirmations,” which was then an article.
I used the methods and made progress very quickly. For the first
time I really got in touch with what was in my mind. I was able to
quickly and permanently change the thoughts that were holding
me back from achieving success. By using this information daily
Which Affirmation to Use? 165
and working with different affirmations, I was able to clear out all
that chatter that had been running through my mind—the disem-
powering garbage we have all experienced.
Since then I published my first book, Profiting in Turbulent
Times, have written this book with Phil, and have three other
books in the works. I have increased my consulting business and
have the privilege of working with Phil, combining our talents and
abilities to deliver Training that help people overcome obstacles
very quickly and permanently.
In sales situations, I can really hear what my prospects are telling
me instead of letting my mind get in the way. I used to think about
what to say before the prospect ever finished. I assure you this was
not effective and sales were almost nonexistent. Now I can really lis-
ten and have quiet in my mind while others speak. By really listen-
ing, I learn a lot about what my customers want and need. My sales
have increased very quickly. Eliminating the chatter that distracted
me made accomplishment both easier and quicker. You will dis-
cover this too as you use these methods.
BASIC METHOD: SET OF 10

Choose an affirmation from the list on pages 175–177. We are go-
ing to demonstrate with “It is OK for me to have strong emotions.”
First write the affirmation in the first person: It is OK for me to
have strong emotions. Most people discover that writing by hand is more
effective than typing because of the higher engagement of visual, hearing,
and feeling senses when we actually use pen and paper.
Then write the objection or negative reaction your mind comes up
with. Put this reaction in parentheses to show that it is of less importance
than the affirmation. This statement is your response: (I feel guilty when I
lose my temper.)
Recording your negative response to your affirmation is a key part of
this process. By writing down your response, you are allowing the scared
little person we all have inside, but prefer to ignore, to have his or her
say. By composing a new affirmation to deal with the response, you reas-
sure the child that you are capable of taking care of it. The scared little
child merely wants to be heard; by recording your response, the internal
chatter subsides.
Then compose a new affirmation to change the thought in your re-
sponse. To paraphrase Regis Philbin, “Is that your final answer?” Of
course, you do not want the negative responses to be your final answer.
*Now it is easy for me to remember to take a breath and think before I
speak. (For identification purposes, we add an asterisk at the beginning of
the new affirmation.) Then you write, “It is OK for me to have strong emo-
tions” twice more in the first person, each time with a response and a new
affirmation to change the response. Allow your mind to produce responses
spontaneously without censorship. Doing so you will result in different re-
sponses each time.
Now write your affirmation in the second person, using your name:
“George, it is OK for you to have strong emotions.” Do this three times,
each time recording your response and composing a new affirmation as
you did before.
Then write your affirmation in the third person, using your name: “It is
OK for George to have strong emotions.” Also do this three times, each
time recording your response and composing your new affirmation as you
did before.
The final step is to write your affirmation, “It is OK for me to have
strong emotions,” once in the first person with no response.
Three times in each of three persons plus the final one in the first per-
son equals a set of 10. With a little practice, you’ll complete a set of 10 in
about 15 minutes.
Using all three persons (I/me; you; he/him/she/her) enables

you to deal with all the objections your mind has on a subject,
whether these ideas are ones that: you thought up yourself (first
person); other people told you (second person); or other people
said about you (third person).
You may have thought up the objections in your mind on your
own. When I (PL) was a child, my mother had a lot of faith in doc-
tors. If I complained about not feeling well, she immediately took
me to the doctor. After a few such trips, I noticed that the doctor al-
ways did something unpleasant to me, so I concluded on my own
that “Doctors hurt me” and learned to avoid complaining about ill-
ness. As an adult, I realized that my compulsive avoidance of doc-
tors did not serve optimum health and used affirmations to dissolve
this thinking. This was a conclusion that I made on my own, and so
it was in my mind in the first person, “Doctors hurt me.”
It is possible that ideas got into your mind in the second person.
If your parents told you regularly, “You are an excellent student. I
am glad that you are so smart” or “What’s wrong with you? How can
you be so stupid?” this information entered your mind in the sec-
ond person.
Third-person sources require a bit more explanation. Observe
the behavior of two or more adults in the presence of an infant. In
almost every case, the infant is the topic of conversation. The adults
Dealing with Responses to Your Affirmations 167
discuss the infant as if he or she were not present, offering opinions

about the baby’s personality, bowel movements, progress toward toi-
let training, resemblance to relatives, and lots of other personal
characteristics. Today if two people had this same conversation
about you in your presence, you would be justifiably offended.
People seem to assume that since infants cannot speak, they
can’t understand. However, if you observe an infant in this situa-
tion, you’ll see that he or she is taking in every word (unless the
baby is asleep). Infants pay attention because they want to learn to
speak, and they will do so by imitating those around them. Nega-
tive conclusions can enter your mind if you overhear others dis-
cussing you.
WHAT LANGUAGE TO USE IN AFFIRMATIONS

IF ENGLISH IS YOUR SECOND LANGUAGE
You’ll make far more rapid progress writing affirmations in your
first language. Childhood rules and conditioning were imparted
to you in your mother tongue. Write your affirmations down in
your first language, even if you must consult a bilingual dictionary
to do so.
Dealing with Responses to Your Affirmations

Specific thoughts can limit your accomplishment and peace of
mind. You can’t change what you don’t know about. Positive think-
ing produces results that are usually minor and temporary because
you are not aware of these limiting thoughts. By writing your re-
sponse to each affirmation, your objections come to the fore. Let’s
say you write the affirmation “My income exceeds my expenses,”
and let’s say that your response is “(I am always broke).”
Now, it is important to realize that the limiting thought that
arose as your response has been creating results in your life for a
very long time. Furthermore, these results confirm the validity of
“(I am always broke).” The question then becomes: Is this thought
true? It is true in the limited sense that it conforms to your per-
sonal experience. For this reason, you must question “(I am always
broke)” a little further and ask, “Is this thought absolutely true?”
“Absolutely” means throughout all space and time, in all cases for
all people. Surely you can see that “(I am always broke)” is not ab-
solutely true; there have been times in your life when you have
had money, and other people have money, so you can, too. The
Power Affirmations Method requires your willingness to see things

differently. Insisting on the absolute truth of “(I am always broke)”
will cause your creative thinking to continue manifesting that ex-
perience. What you focus on in life is what you receive. By ques-
tioning the validity of your thinking at an absolute level, you can
see things differently.
“I can’t” is the verbal expression of the sensation of helplessness.
Humans have limits. There are things we cannot do. However,
many of the things about which you think “I can’t” are not only hu-
manly possible, but things that other people do every day. You may
have to pay closer attention to your thoughts and language to de-
tect the “I can’t.” “I can’t” is almost never true. If you catch yourself
thinking “I can’t,” and change it to “I won’t,” then ask yourself
whether the statement is true. This may seem like a small distinc-
tion, but “I won’t” returns the power of choice about your behavior
to you. Just because you feel helpless does not mean that you are
helpless. Remember:
Helplessness is a feeling, not a condition.
Therefore, it is temporary.
An astounding truth about helplessness is this:
Helplessness leads to power.
When a Response to Your Affirmation Doesn’t Appear

Writing affirmations facilitates positive change in your reality. Your
external reality is a reflection of your thinking. If you want some-
thing different from what you have, then the thoughts that created
what you have now must be resident somewhere in your conscious-
ness, even though you may be unaware of them. To change what
you have, you must identify and change the specific thoughts that
created the status quo.
Your mind may not willingly (at least at first) tell you what it has
been thinking to create the status quo. Perhaps your mind desires
to maintain the status quo because there is fear of change. Or per-
haps your mind believes it is protecting you from an uncomfortable
memory, some past upset or negative feelings, by not letting you
know what is there. Obviously, some thought in your consciousness
is in opposition to the affirmation; if it were not, the change you de-
sire would have already occurred. So if you can’t come up with a re-
Acceptance of Shortcomings 169
sponse to an affirmation, write something like this as your response:

(*I know there is something there in my mind, but it is not coming
out yet.)
Then write something like this as an affirmation to deal with
this response: *It is safe for me to know about everything in my mind.
Composing New Affirmations to Deal with

Your Responses
With experience, you’ll get better at composing affirmations to
deal with your responses primarily because you will gain a better un-
derstanding of the negative parts of your mind—the parts you may
feel ashamed about or have been struggling to deny. (Also, over
time you will take your negative thoughts less seriously.) As uncom-
fortable as it may be, this understanding will benefit you greatly.
Some people have reported that their responses are the exact
words of one of their parents. This tends to occur most frequently
in responses to affirmations written in the second person. Hence
the affirmation preamble: “Now that I am grown up . . .”
Inversion is probably the simplest method of composing new af-
firmations to deal with negative responses. Take the negative re-
sponse and invert it directly into a positive statement, adding one of
the affirmation preambles, if required, for believability. Consider
the next examples:
Response Affirmation to Deal with It

That will never happen. It is within the realm of
all possible events that . . .
I don’t know how. I have the ability to learn
anything I set my mind to.
What will people think? I am the source of my own
approval.
Acceptance of Shortcomings
Unless you can accept your shortcomings, success becomes a com-
pulsion—a requirement. Not only does this lack of acceptance
cause you to feel guilty, it also robs you of the satisfaction that
comes with success. A healthy acceptance of your shortcomings re-
moves the denial that makes problems impossible to solve. Thus “It
is OK for me to _______________” or “It is OK for me to think that

_______________” are appropriate affirmations for dealing with
any response.
Dealing with Perfectionism

A healthy acceptance of your shortcomings removes the denial that
makes problems impossible to solve.
Too many people tell themselves (and others) that they have
low self-esteem. So-called low self-esteem is a trap. The term “low
self-esteem” offers no solution; it merely describes a seemingly per-
manent condition. The existence of this condition sometimes
trumps all attempts to improve. It goes like this: “You see, my prob-
lem is I have low self-esteem. I know I should get out and meet peo-
ple, but I have low self-esteem. I know I would benefit from
exercise, but I have low self-esteem.” And so forth.
No one benefits from calling it low self-esteem. We prefer to
call the condition “unwarranted perfectionism.” In other words,
the problem is not so much your bad opinion of yourself, but
rather your unreasonably high expectation of how good you think
you must be to be acceptable. Lower your standards of acceptabil-
ity a little. Probably there are people less acceptable than you who
are OK.
Religion
Examine your religious beliefs to determine whether any hold
you back. In particular, examine whether any beliefs place un-
warranted limits on your wealth, happiness, and self-expression.
No matter your religion, there are probably wealthy members of
your church.
Most books about personal success, business, and psychology do
not discuss religious beliefs, perhaps because of the volatility and
passion surrounding this subject. Volatility and passion are precisely
the reasons why we address religion.
In our consulting work, we have discovered that the detrimental
impact of self-defeating religious beliefs is, for some people, more
profound than childhood conditioning from parents. Violation of
childhood rules may have resulted in your being sent to bed with-
out supper or a spanking or worse, but surely no punishment was so
severe as eternal damnation. Most childhood conditioning teaches
that the approval of the people you associate with is something that
Religion 171
must be earned by loyalty to the group and by compliance with ex-

ternally imposed rules that may or may not serve your best interest.
Such conditioning often paves the way for belief in a religion based
on the dualistic judgment of a Supreme Power creating rules that
are interpreted by self-appointed authority figures.
Here in the United States and in much of the world, we are
blessed with freedom of religion. Such freedom is essential to per-
sonal self-fulfillment, and we respect and are grateful for it. We are
not interested in converting you to a different religion, but we do
want to suggest that you may greatly benefit from a review of your
religious beliefs.
Miriam is a Jew. As a child in the post–World War II United
States, her parents provided temporary housing for a large number
of European Jews, survivors of the Holocaust. During one of her
consultations, I (PL) asked her what it meant to be Jewish. “It
means I am a victim” was her response. Anyone can applaud her
parents’ humanitarian efforts on behalf of the stream of refugees
they housed during Miriam’s childhood. But Miriam felt neglected
by the care and concern the refugees received. Her conclusions led
her to believe that she was a victim, that suffering was required to
be accepted and cared for, and that she had not suffered suffi-
ciently to be accepted. As you can imagine, these conclusions had a
devastating effect on both her career and her close relationships,
until she applied the methods in this book to change these detri-
mental childhood conclusions.
George is a born-again Christian. He reported that his personal
relationship with his savior provided him great solace during the fi-
nancial crisis of credit card overspending that he was facing. I (PL)
suggested that possibly he could benefit even more from this im-
portant relationship by calling on his savior for more than just so-
lace. He felt he would be disapproved of for the mistakes he had
made in accumulating the credit card debt. I asked him to request
forgiveness for these errors and make the relationship more active
by asking for guidance and energy to aid him in paying off his
credit card balances.
Both of these people benefited greatly by reexamining their
religious beliefs and kept the original religion they had at the
outset. What about you? Are you putting your faith in a Supreme
Power that offers you more restricted freedom of belief than the
temporal power of the government that guarantees freedom of
religion?
Emotional Reactions
Your emotional reaction to the material that comes to mind as a re-
sponse may be far more important than your intellectual response.
Whenever you have strong feelings about your response, compose
an affirmation to deal with those emotions. Some examples are:
It is OK for me to feel afraid.
It is safe for me to feel angry.
I am using my feelings of hostility in productive ways.
In the resolution of your personal psychological obstacles, a feel-
ing is worth 1,000 thoughts. Feelings are richer, three-dimensional,
more pervasive, and more honest than thoughts. Temporary, ex-
tremely intense body reactions are not uncommon. People report
brief periods of light-headedness, dizziness, blurred vision, shaki-
ness, spastic writing, and sleepiness in response to their affirma-
tions. Having such intense reactions verifies that you are on the
right track.
Take Appropriate Action

Affirmations cannot be a cure-all. If you want financial freedom but
devote all your energy to a dead-end job and are not willing to take
the risk associated with a business of your own, just changing your
mind won’t help you much. Start with changing your perceptions of
the risk you face. Affirmations can help you accomplish any goal,
but direct action is required, as well.
When to Switch to a New Affirmation

Switch to a new affirmations in two cases. First, use affirmations to
aid in the achievement of a particular result. Once you have
achieved that result, switch to a new affirmation. Second, as you
compose affirmations to deal with your responses, you may com-
pose one that has a stronger emotional reaction than the original
affirmation. If so, switch to the new one.
The results from any affirmation may not be instantaneous, be-
cause you are dealing with psychological material that likely was
learned during 20,000 meals with people who gave you conflicting
messages about yourself, money, sex, and other issues. However, it is
rare for two weeks of daily use of Power Affirmations not to pro-
duce significant progress on any desired result.
When to Switch to a New Affirmation 173
Using Power Affirmations is similar to psychological horticul-

ture. Weeds will grow anywhere without attention. By using this af-
firmations technique, you tend your mental garden, eliminating
the weeds and bringing forth the fruit that you most prefer.
It is impossible to solve your financial problems with money. If
you have a money mind-set that produces financial problems and
you should happen to get more money without changing the mind-
set, then pretty soon you will have the same financial problems,
only bigger.
As many people have discovered, struggling and juggling pro-
duces limited results. This is because, like to emergency room care,
it deals with symptoms rather than causes. Change to a prosperity
mind-set is almost certain to take you outside your comfort zone.
Dealing with the psychological and emotional issues that inhibit
your progress is not always easy, but it is far easier than carrying
them around in your unconscious where they confound your best
efforts to get ahead.
Whatever your views about money, you are right. Your mind au-
tomatically creates financial results that are a precise reflection of
your internal thinking. So whatever you think about money, the is-
sue as to whether you are right is meaningless. Would you rather be
rich or would you rather be right?
The following Sample Set of 10 demonstrates the procedures to
use in creating Power Affirmations. Of course, your responses and
composed affirmations will be different.
Sample Set of 10
Power Affirmations
Write the affirmation in the first person (me) followed by any objec-
tion or negative that your mind may have about it. Place this objec-
tion in parentheses ( ) to emphasize that it has less importance than
the affirmation. Then compose an affirmation that would cancel the
validity of the objection. Precede this affirmation by an asterisk * to
make it easy to find. (Note: We show the composed affirmation in
italics for clarity.) Refer to main text about how to make the com-
posed affirmations.
Complete three repetitions of the affirmation in the first person, re-

sponse, and composing new affirmation.
First Person: It is OK for me to think that everyone supports me in

increasing my income. (What about those people who don’t want
to buy?) *I can always learn something useful from people who decline my
offers. It is OK for me to think that everyone supports me in
increasing my income. (I am afraid that if I believe this, I will be
easily deceived by dishonest people.) *It is always OK for me to say
no. It is OK for me to think that everyone supports me in
increasing my income. (What about those people who are not
interested in what I am offering them?) *I know how to find out
quickly whether people are interested.
Repeat the process in the second person (you). Use your child-
hood name (Skipper in the sample) to make this affirmation more
effective.
Complete three repetitions of the affirmation in the second person, re-

sponse, and composing new affirmation.
Second Person: Skipper, it is OK for you to think that everyone

supports you in increasing your income. (I remember my parents
telling me that there are people that I should watch out for.) *I
forgive my parents for the mistakes they made. Skipper, it is OK for you
to think that everyone supports you in increasing your income. (If
I make more money, I will just have to pay more taxes.) *I am grate-
ful that the government does not take all my income. Skipper, it is OK for
you to think that everyone supports you in increasing your income.
(What about the people that don’t have the money to pay for what
I am offering?) *I have the freedom to change my prices whenever it is to
my benefit.
Repeat the process in the third person (he or she). Again, use your
childhood name to make this affirmation more effective.
Third Person: It is OK for Skipper to think that everyone supports

him in increasing his income. (All kinds of people, will approach
me with requests for gifts or with silly investment schemes.) *I can
say no without feeling guilty. *I know when it is right for me to be
generous. It is OK for Skipper to think that everyone supports him
in increasing his income. (I am afraid that some people will think
they have been cheated.) *I trust myself to be responsive to people’s
reasonable complaints. It is OK for Skipper to think that everyone
supports him in increasing his income. (Why not?) *I am grateful

for my ability to change my mind.
Now write the affirmation in the first person, without a response and
without a composed affirmation, to complete the set of 10.
It is OK for me to think that everyone supports me in increasing
my income.
PICK YOUR OWN POWER AFFIRMATION

Pick the affirmation that produces the strongest emotional reac-
tion for you from the following lists. Then write a Set of 10.
Affirmations Menu
GENERAL
• I am the one who tells my mind what to think.
• All parts of my mind are cooperating with each other.
• I forgive those teachers who forced me to write sentences as
punishment.
• My thoughts have infinite creative power. I am focusing on
what is desirable in my life and consciousness.
SPIRITUALITY
• I am always in the right place at the right time, successfully en-
gaged in the right activity.
• I am living in a safe and friendly environment filled with peo-
ple who love me and support my purpose.
• I am experiencing ever increasing amounts of God’s love and
grace.
SELF-ESTEEM
• Disapproval is OK with me.
• The more I like myself the way I am, the more I am the way I
want to be.
• I forgive myself for thinking that my feelings meant something
bad about me.
• I am proud of myself. I am proud of what I do. I am proud of
who I am.
• Even though I have character defects, I love and accept myself
completely.
• It is OK for me to have strong emotions.
RELATIONSHIPS
• I am now receiving assistance and cooperation from those
people everywhere necessary to accomplish my desired re-
sults.
• I am ready to meet the (wo)man I want, who loves me and
who wants a relationship.
• When I mean yes, I say yes; when I mean no, I say no.
TIME
• My mind is more than flexible enough for me to use time
most effectively.
• Time is on my side.
• I am using my time in effective ways that express my purpose.
FINANCE AND CAREER
• Success makes me more determined. Setbacks make me more
determined. Everything makes me more determined.
• Everyone is supporting me in increasing my income.
• Now that I am grown up, it is OK for me to receive income
and support from various places at once.
• My competitive spirit empowers and motivates me to earn, re-
ceive, and accumulate income far in excess of my requirements.
• I am calm and attentive while selling.
• All parts of my mind are cooperating to produce the action
that creates wealth for me.
• I made it through birth, infancy, toilet training, childhood,
adolescence, and the rest. Now I am expressing myself the way
I choose and freely receiving all my positive desires.
RESOLUTION OF GUILT
• God is my Father.
• I am free of those religious views that in the past kept me poor.
I step forward to claim all the good that God has for me.
• I am not my past. I am a child of God.
• I now possess the foresight to think through my behavior to its
ultimate results.
• I forgive myself for allowing guilt to make decisions and hold
me back. Now I am using self-acceptance and massive action
to lead straight to my goal.
• I am alive and they are dead and these two things have noth-
ing to do with each other. (for survivor’s guilt)
HEALTH
• My body knows how to heal itself.
• I am developing the right habits for better health.
• I am receiving excellent advice from health professionals.
• I am healing myself by accepting the energy I refer to as symp-
toms.
You probably have noticed that many of the affirmations con-
tain participles, such as “developing” and “receiving.” These forms
make affirmations more active for you.
OVERALL
10 C H A P T E R
BUSINESS MODEL
Learn the essential aspects of any successful business, the impor-

tance of managing your time, and working effectively with your
employees.
T his chapter is aimed at readers new to owning their own busi-

ness. It’s goal is to eliminate confusion so that you can create a busi-
ness structure. Even if you have had your own business for a while,
it’s worth reviewing the fundamentals to ensure your long-term suc-
cess. Remember, excellent athletic coaches focus on fundamentals
to improve performance. The broad perspective offers the oppor-
tunity to step back and evaluate essential issues you may not con-
sider every day.
Top-Down View
Perfectionist tendencies can keep you bogged down in urgent
but unimportant details that leave you no longer in control of
your business.
Would you rather be right, or would you rather be rich?
Throughout this book, we have taught you to revolutionize
your thinking in general, not only about income-producing activ-
ities. Earning the income you want from work you love is an act
of defiance—it defies both parental conditioning and societal
conditioning.
In your own business there is no one to tell you what to do. A
very, very important decision you make every day is how to use your
179
180 Overall Business Model
time. In a job, you may spend much of your time on urgent details.
It’s different in your own business.
In this chapter, we will stand above the details for an overall
look at the essential functions of any business. Up to this point,
you have been learning the skills required to construct a winning
mind-set about money and business. This chapter provides you
with the broad perspective about a business. The next three show
you how to apply what you have learned to excel at negotiation
and selling.
What Does a Business Do?

The simplest explanation of a business is this: You need only three
things to be in business: a customer, a price, and a product or ser-
vice you can deliver. If you lack any of these three items, you are out
of business until you can make up the lack.
Any business can be thought of as dealing with four essential
functions. As a business owner, your task is to constantly maximize
the productivity of each of these functions.
1. Finding prospective customers
2. Presenting your product or service, so prospects buy
3. Producing your product or service, delivering it and collect-
ing payment
4. Follow-up
These four elements are present in every business model. By
breaking down your business into these four components, you can
make improvements and pinpoint problems.
FINDING PROSPECTIVE CUSTOMERS

To find customers, focus is crucial. Don’t waste money advertising
to the general public if only a small segment is interested in what
you are offering. An informative Web site is very useful. Purchase
a small amount of print advertising to refer people to the site. A
Web site offers lots of space to tell about your products and ser-
vices; you could never afford this amount of space in the print me-
dia. Spread the word about your business in ways different from
those of your competitors. Write a magazine article about your
business. Ask your local paper to do a story about you. Become a
public speaker and create an interesting speech about some as-
pect of your business.
Hiring Your First Employee 181
PRESENTING YOUR PRODUCT OR SERVICE SO PROSPECTS BUY

What makes your business different? What is so good about what
you offer that people would feel foolish doing business with any-
one else, regardless of price? In most cases, despite the existence
of e-mail and the Internet, the telephone probably will be your
most important sales tool. Expect to spend 10 to 20 hours per week
making phone presentations to prospective customers. The
amount of time you spend at this is self-regulating because the less
business you have, the more time you devote to finding new cus-
tomers, and vice versa.
PRODUCING YOUR PRODUCT OR SERVICE, DELIVERING IT,

AND COLLECTING PAYMENT
The smaller your business, the greater the importance of personal
service. Although you may never compete with a major corporation
based on price or efficiency, customer service is where a small busi-
ness can shine. Remember, it is almost always easier to keep a cur-
rent customer than it is to find a new one. The customer from hell
is the exception. Let your competition deal with customers who
consistently demand price concessions and pay slowly or not at all.
Perhaps you can’t afford to turn away business at the outset, but af-
ter a while you will discover that 20 percent of the customers create
80 percent of the problems. Unless your business is a regulated util-
ity, you can choose your customers. Your business will profit and
your peace of mind will increase after you politely decline business
from the problem creators.
FOLLOW-UP
Turn your customers into salespeople. Always ask for referrals and
references. There is nothing wrong with asking your satisfied cus-
tomers to put in a good word for you. Not all will agree to do so,
but some will. It is almost always appropriate to ask your cus-
tomers if they know other people or businesses that can use what
you are selling.
Hiring Your First Employee

Success will make you busy. Unless you learn to delegate tasks, your
income will become very limited by the number of working hours
in a week. When you’re working 60 hours a week, even earning the
income you want from work you love gets to be a drag.
182 Overall Business Model
When I (PL) started to sell a significant number of copies of

Money Is My Friend, it became evident that I needed help or the time
I spent packing and shipping would reduce the time I had available
for selling. I had to find a part-time helper.
When you need your first employee, you won’t be able to afford
or use a full-time person. Your first hire should be a part-time
helper who can run errands to the post office, copy center, and
bank as well as take care of some of the simpler and more tedious
computer work, such as printing and data entry. It’s a perfect job
for a trustworthy college or high school student who wants to learn
about business. A part-time worker who frees you up even just a few
afternoons a week can make a big difference.
When you have to do everything yourself, your creativity may
be limited by the knowledge that implementing any new income-
producing idea means additional work for you. When you hire an
employee, he or she can implement some (perhaps all) of a new
idea. Your management challenge is to use the time the part-timer
frees up to produce income more rapidly than the salary you pay.
Some small business people even have several part-time employees
with very different skills, before they hire a full-time employee. Re-
member, though, even the most conscientious employee may not
be as motivated as you and will require supervision.
Network Marketing
As you investigate various business opportunities, you are sure to
come across network marketing. Hundreds of businesses in fields as
varied as tax advice, nutrition, discount travel, health and beauty
products, and health insurance offer entrepreneurial opportuni-
ties. Associating with a good network marketing company provides
several significant advantages compared to starting a business on
your own. The advantages are:
• You work for yourself but not by yourself.
• There is the possibility of earning from the efforts of others.
• There is the possibility of earning residual income.
• The company solves the business problems of finding and
maintaining sources of products to sell.
The major disadvantage to network marketing in our experi-
ence is the low percentage of people who make a full-time living at
it compared to the number who get started. With the information
Network Marketing 183
you have already gained and what is to come, your results will surely
be far above the average.
One of our clients, Henry, had been with his network marketing
company for several years. During this time, he built a sales organi-
zation with more than 50,000 people. He enjoyed a middle-six fig-
ure-annual income. He had no doubts about the promise of
network marketing, but was dissatisfied with the very small percent-
age of people in his organization who participated enough to be
earning even one-tenth of what he earned. He knew he had to do
something different to help those people. Conventional training
and methods didn’t seem to work to produce the results he knew
were possible.
Henry examined several choices and decided to hire us to im-
prove both the retention and the productivity of the people in his
downline organization. The information in this book represents a
part of the Training sessions we gave to them. Henry was quite
pleased with the results of our unconventional methods for his or-
ganization. His retention rate improved dramatically, and more
people were working their business full time.
11
C H A P T E R
NEGOTIATION
Negotiation is an intense emotional experience for many people.

Learn why the negotiating tactics you practiced as a child fail to
work as an adult.
I f you are hesitant about negotiation, it is almost impossible to get

more than what anyone offers you. Negotiation skills are not just
for diplomats, business executives, and labor leaders. They are for
you, too. Most likely you negotiate more often than you realize.
Some of your desires can be fulfilled without other people. Losing
weight and learning a musical instrument are examples. Relations
with your colleagues, subordinates, boss, friends and family, cus-
tomers, and vendors all involve negotiation.
Apprehension about negotiating is a cultural peculiarity. It is
probably based on fear of conflict or fear of rejection. No matter,
the apprehension is not a genetic trait of all humans, and thus it
can be overcome. In some cultures people love to negotiate and
are insulted if you are unwilling to participate in the game. Some
American automobile dealers are using advertising themes like
this: “Negotiating car prices is a hassle. Buy your next car from us. We
don’t negotiate. We already have low prices, so we have done the negotiat-
ing for you.” With the information in this chapter, you won’t be
duped by such claims. Car dealerships need customers, or they
wouldn’t be advertising. It is doubtful they will refuse a reason-
able offer. Paradoxically, as you improve your negotiating skills, a
car dealership that advertises nonnegotiable prices could be the
place for the best deal because staff members there are out of
practice at negotiating.
185
186 Negotiation
TABLE 11.1 Negotiation Matrix

Negotiating Factor Child–Parent Mode Adult–Adult Mode
Your View of the Authority figure Equal
Counterpart
Number of Sources One Many
Negotiation Method Justification of desire Make offers to
other person and
consider theirs.
Continue until
agreement is
reached or until
you realize that
one cannot be
made.
Negotiation Matrix Explained

The negotiation matrix (Table 11.1) provides a convenient way to
evaluate your behavior. Our first negotiating experiences came as
children. Negotiating from the Child–Parent mode gives all the
power to the adult and will leave you at a disadvantage. Because
children have little power, you are more successful as a negotiator
moving your behavior to the far right (Adult–Adult) column.
YOUR VIEW OF THE COUNTERPART

To a child, almost everyone is an authority figure. If you view your
counterpart as an authority figure, then it is natural to conclude
that the other person’s desires, statements, and opinions are more
important than yours. In this position, it is too easy to rationalize ac-
ceptance of whatever is offered, rather than asking for what you
want. People often have this attitude when approaching a lending
institution for a loan. Yet lending institutions derive their income
by making loans. It is neither useful nor pleasant to approach a
lending institution on bended knee in the posture of a beggar seek-
ing a handout, any more than you would beg your local grocery
store to sell food to you. They need your business as much as you
need them. Regardless of whom you are dealing with your negotia-
Negotiation Matrix Explained 187
tion will be more successful if you view the other as an equal, whose
desires are no more and no less important than yours. This is a
good time to remember what you did in the Authority Figure exer-
cise in Chapter 6.
NUMBER OF SOURCES
An early and common conclusion we made as children is that good-
ies all come from one place: Mommy or Daddy. As adults, this is no
longer an accurate view. You can have multiple sources of income
and anything else that you want. Realizing that there are many
places to obtain what you are negotiating for helps take the pres-
sure off, because it is not a catastrophe if you cannot make the deal.
NEGOTIATION METHOD
Infants have little in the way of goods and services to offer but
simply receive nourishment, shelter, love, and affection as a re-
sult of parental generosity and responsibility. What anyone can
offer in a negotiation increases with age. Infants, with limited
communication skills and lacking much to offer, pitch fits to get
what they want. Nine-year-olds seeking permission to go to a
movie and believing they have nothing to offer the authority fig-
ures whose permission is required strenuously justify the desire
with long lists of reasons. Savvy teenagers who want to use the
family car on prom night can offer a wide variety of services to
obtain the required permission.
As adults, things are very different. First, you have a lot more
to offer the other person. Second, in many cases, your reasons
for wanting what you are asking for are of little concern to the
other person. An understanding employer may empathize with
the financial pressure you feel from mounting bills but will not
feel these justify giving you a raise. The issues that matter are
what you can offer your employer in increased productivity and
responsibility.
EVALUATING YOUR NEGOTIATING EXPERIENCE

On a separate sheet of paper, list the transactions you have
made with a value in excess of $5,000. (See Table 11.2 for an
example.) No skipping ahead. Do this now! If you find yourself
procrastinating, go back to the exercises on eliminating procrastination,
then come back.
188 Negotiation
TABLE 11.2 Past Negotiation Experience

Approximate Approximate
Date Description Amount
1992 Bought House $ 80,000
1993 Bought Car $ 8,000
1995 Accepted Job Offer $ 45,000
1996 Salary Negotiation $ 50,000
1998 Sold House $ 95,000
1998 Signed Year Lease on Condo $ 12,000
2001 Bought House $170,000
MAKE YOUR OWN LIST OF TRANSACTIONS

Depending on your age and experience, your list may be longer
or shorter than the sample, and your numbers may be larger or
smaller.
Go back over your list and add up the amounts of the transactions that
are less than satisfactory. These are the transactions where you believe you
could have or should have done better. It is likely that you could have done
10 percent to 20 percent better in each of the unsatisfactory transactions if
you had used better negotiating skills. Ten to 20 percent of the amount
may come to a big number, which will serve as a powerful incentive for im-
proving your negotiating ability.
By referring back to the negotiation matrix, you will no doubt discover
that you were far more successful in instances where your behavior was as
described in the Adult–Adult column.
Accepting Conflict
Negotiation is the process that resolves a conflict to the satisfaction
of all concerned. Several consumer rights groups have published
reports showing that women pay more for the same major pur-
chases than men. It is probably fair to say that women are less com-
fortable, in general, with conflict than men. Once I (PL) was a
guest on a radio talk show, discussing the issue of negotiation and
conflict with the host. A female caller asked, “Why does negotiation
have to be that way?” Her question is a bit like asking why water is
wet. Conflict is the inherent nature of negotiation. The conflict ex-
ists before the negotiation starts. The buyer wants to pay the lowest
price and the seller wants the highest price. A completed negotia-
tion results in a satisfactory resolution of this conflict.
Six Negotiating Rules to Remember 189
Negotiating is supposed to feel a little uncomfortable.

Plunge ahead anyway. It’s OK.
Six Negotiating Rules to Remember

Rule 1. If you are negotiating with a company or organization, find
a person with the authority to agree to what you are asking for.
Almost without exception, your first contact with any
company or organization is with an employee who can only
follow prescribed instructions. If you want anything differ-
ent, you must work with higher-level people to make the deal
you want. Focus your energy on finding a person empow-
ered to give you what you want. Until you find that person,
your requests are futile.
Rule 2. There is never a deal you have to make.
Before you begin any negotiation, plan your limits on the
range of what you are going to offer and what you will accept.
Avoid these dangerous self-fulfilling prophecies:
“It is too good to be true.”
“I’ll never find another deal like this.”
If it sounds too good to be true, it probably is exactly
that. Generally, if you negotiate from the position of scarcity,
you will have problems. Unless you are purchasing one-of-a-
kind items, there are always other possibilities. If you feel
you must make a particular deal, you run a high risk of re-
gretting it later. Before entering any negotiation, write down
for yourself your opening offer and also (depending on
whether you are the buyer or the seller) the most you are
willing to spend or the least you are willing to receive. Com-
plicated transactions involve the exchange of
• goods
• services
• money
• rights
• risks
• time
190 Negotiation
In these transactions, it is essential that you have written out

beforehand the ranges that you are willing to accept.
Rule 3. Beforehand, have a plan for the possibility of no deal.
If you are unwilling to contemplate the possibility of a
particular deal falling through, then it is likely that you have
violated rule 2. Knowing in advance what you will do if an
agreement cannot be reached relieves the pressure to make
the deal work.
Rule 4. It is always OK to go back to the beginning and start over.
A common apprehension about negotiation is that your
counterpart will lead you along and get you to agree to
something you really didn’t want or cannot afford. If at any
time you feel confused or unsure, it is OK to ask that your
counterpart go back to the beginning and start over.
Rule 5. Sign nothing until you have read and understood every word.
It has been said that verbal agreements are not worth
the paper they are printed on. Once a written agreement is
signed, the transaction will be interpreted according to the
documentation, making any prior or subsequent verbal
statements irrelevant. It is your responsibility to satisfy your-
self that the document accurately reflects the discussion and
that you understand everything it says. When the other per-
son presents a document for your signature, give yourself
time to read it carefully before signing. It is acceptable and
advisable to excuse yourself for long enough to do so. Re-
member that any preprinted agreement presented to you
for signature has definitely been written to benefit the
writer and not you. Sign nothing until all of your what-if
questions are answered.
Rule 6. Consult an attorney if needed.
At times you will require an attorney. You may negotiate
with your attorney, just as with anyone else. There is a dis-
tinction between hiring an attorney and seeking legal ad-
vice. Hiring an attorney means you explain to him or her
what you want and the attorney draws up the papers. Seek-
ing legal advice means that you draw up the papers and con-
sult an attorney, before signing, to receive advice about
suggestions or potential problems related to the document
you have prepared. In the first instance, you will be paying a
Negotiating with Your Children 191
lawyer’s hourly rate for what amounts to legal secretarial

services. If you can easily afford to pay this, you save a little
time. If you cannot afford it or don’t want to, commonly
available legal guides show you how to draft any kind of
agreement, from purchase and sale of real estate to divorce.
Once you have the agreement drafted, you only pay the at-
torney’s hourly rate for reading it and providing counsel.
WHAT DID YOU LEARN?

Now look back over your list of transactions over $5,000.
Identify the transactions where you are less than satisfied with
the result. In light of the negotiating suggestions you have just
read, what mistakes can you identify? What can you do better in your
next negotiation?
Negotiating with Your Children

Some of the wisest parents negotiate service agreements with their
children. These agreements, documented and often posted on the
refrigerator, consist of the name of each child, a list of the agreed-
on tasks, and places to check off when the job is completed each
week. The compensation (allowance) is also shown on the refriger-
ator. Documents such as these seems to build children’s sense of
self-esteem and ability to assert themselves in the world. They give
children an idea of what the world outside the home is like.
SECRETS
12 C H A P T E R
OF COMPELLING
COMMUNICATION
Make your communication more influential by actually putting

yourself in the other person’s shoes. Learn to understand the in-
ternal psychology of others.
F orget about persuading and convincing. The sales method we

teach involves neither. Judging yourself by your ability to persuade
others is the primary source of the emotional overload that many
people associate with selling. If you allow your well-being to depend
on something that you do not control, then you will experience
pain. This is the essential concept and prime advantage of taking
responsibility for your results, and it is the significant feature of the
sales map you will be learning.
In sales situations, the customer makes the buying decision.
Yes, you as the seller have influence, but you do not have control.
Our sales model puts you in control and dramatically reduces the
emotional overload or emotional pain people often associate
with selling.
Chapter 13 takes you step-by-step through the process of
making a sale using a Sales Map. This Sales Map has three simple
objectives—present your customer with compelling value, col-
lect decisions, and be willing to receive—all of which are within
your control.
Here we present essential information about communication to
make your selling far more effective and far less frustrating than be-
fore. The value you present is only compelling if your customer sees
193
194 Secrets of Compelling Communication
it as so. We explain how to identify and characterize other people’s

internal thinking so that what you present appears most compelling
to each individual. People are different. They purchase different
things for different reasons. When you finish this chapter, you will
know what to listen for so you can present your product or service
in the most effective way to each customer you contact.
The process consists of two parts: (1) categorize your customer’s
motivation and thinking method by knowing what to listen for and
(2) be flexible enough to tailor your communication to suit each
individual.
Have you ever seen some Americans in foreign countries? Unable
to speak the local language, they try English, then loud English, and
sometimes even English with a foreign accent to make themselves un-
derstood. Have you ever felt similar frustration, even with people who
understand English? You make your communication most compelling
and most influential by tailoring your message to the recipient.
We influence each other continuously. Whether you consider
yourself a salesperson or not, you are sure to benefit from increased
ability to influence others. For example, if you are a parent, it is im-
perative that you be a better salesperson than the local drug dealer.
“Walk a mile in another man’s shoes” is a poignant adage point-
ing out the impossibility of understanding others from your own
point of view. You gain far greater understanding of people by see-
ing the world as they see it. In Chapter 7 you used your power of
perception to reduce the emotional intensity of past negative expe-
riences and to increase your enjoyment of past positive experi-
ences. Dissociating (seeing yourself in the picture) reduces the
emotional intensity of any event; associating (seeing the event
through your own eyes) increases emotional intensity.
In this chapter you learn to understand others more quickly to
build an emotional connection. These methods are most effective
when you consider the other person’s perspective as well as your
own. These different points of view are perceptual positions. So far
we have discussed two perceptual positions: associated and dissoci-
ated. These were sufficient for dealing with ourselves. Here we add
a third because we are dealing with other people. The third posi-
tion is the view of the other person.
Three Perceptual Positions

Position #1—You (associated, seeing reality through your own
eyes)
Perceptual Position #2: Dissociated 195
Position #2—Observer (dissociated, seeing reality, including

you and the other person, from the outside)
Position #3—Other person (dissociated from yourself, but asso-
ciated into the other person’s perspective)
Perceptual Position #1: Associated

In position #1, you experience an event through your own eyes.
(This is also referred to as being associated.) In this position you
see the pictures, hear the sounds, and feel the feeling of the event.
PERCEPTUAL POSITION #1 EXERCISE

This exercise demonstrates to you what you already experience
consciously. Do this exercise now. Do not wait. This is very im-
portant in building your sensory acuity.
Recall a pleasurable event. As you remember that event, see it through
your own eyes. Make sure you hear any sounds associated with that expe-
rience. Now check your feelings. Are they there? If you are looking
through your own eyes, you should be able to feel the feelings you experi-
enced. If you see your body, you are not associated. Make sure that you
can experience the event associated.
Let’s try another one. Remember a time when you were totally moti-
vated. Float down into that time, and be fully associated seeing the experi-
ence through your own eyes. Make sure to add any sounds to your
experience. Do you feel totally motivated?
Perceptual Position #2: Dissociated

In position #2, you experience the event from an observer’s point
of view. (This is the dissociated position.) When you are dissociated,
you see your own body in the event as an observer would. This posi-
tion is useful because it removes emotions that are attached to the
event. This way you can evaluate the situation for effective behavior.

Now think of a time when you had a mildly unpleasant experi-
ence, such as an argument with someone. See the experience
through your own eyes, hear the sounds, and feel the feelings as-
sociated with that experience. How do you feel? Probably not so good re-
living that experience.
Now step out of your body; see yourself and the other person in the
event. Make sure you are not seeing the event through your own eyes.
What did you notice? Where are the feelings now? Did you notice the bad
feelings disappear? At this point you should not have any feelings about
the situation. It should feel neutral.
Do you understand how this method can be useful in your suc-
cess? Do you see how you can use it to improve your behaviors?
Position #2 is a useful way to check whether your behavior in a
particular situation was effective. If you find that your behavior was
not what you wanted, you now have the opportunity to correct it.
When you get good at using this method, you will be able to change
your behavior instantly and make the necessary adjustments to
achieve success. How could you use this in your daily life?
Perceptual Position #3: Other Person

In perceptual position #3, you are experiencing the event through
the other person’s eyes. When doing so, you gain the other person’s
perspective looking back at you. It’s the same as walking in the
other person’s shoes. This method is also particularly useful be-
cause you can feel what the other person felt looking at you and lis-
tening to what you said and how you said it. It is also useful in
changing your own behavior toward others after experiencing your
own behavior from their perspective.

Now let’s look at the same event in the previous exercise. Take
the same event where you argued with someone else. Make sure
that you are associated and seeing it through your own eyes.
Play through the argument for one minute. Now rewind the argument to
where it started and take position #3. Float out of your body and into the
other person’s body. Look at yourself through his or her eyes looking back
at you. Now start the argument again and see what you notice. Was your
behavior effective? Would you change your behavior if you could do it all
over again? Did you get any insights into how the other person felt?
This unique perspective is useful when we deal with others. I
(AF) use it to good effect to check my own behavior and to become
aware of what the other person may be feeling when I don’t get the
response I expected. This has been extremely useful in sales and
negotiations. Next time you have an argument with someone and
you are not getting the results you desire, take position #3. See your
Putting It All Together 197
own behavior and how you present your case to the other person.
Use this feedback to change your behavior. It is a way to build your
sensory acuity. Remember, sensory acuity is one of the five princi-
ples for achieving success.
Putting It All Together

When you fully understand and regularly use all three perceptual
positions, you gain great sensory acuity. You are able to make the
changes necessary to correct the situation if it is not going well im-
mediately, which gives you behavioral flexibility. This is another key
to achieving success.
You probably have experienced an event similar to this in your
workplace. Imagine you are Mary telling Bill he did a poor job. You
did this without considering how Bill would feel or react. Bill
thinks he has been doing a good job and does not understand why
he is being accused otherwise. Now, the conflict begins and an ar-
gument starts. Does this scenario sound familiar to you? Has this
ever happened to you? Most people have gone through this. We
know we have.
A better way to handle the situation is to take all three positions
both before the event and as it unfolds. Let’s say you are Mary. In
your position as yourself, you notice that Bill shows displeasure
through his facial expressions. This is a clue for you to take the
other perceptual positions.
Now take position #3 (Bill’s perspective) and observe yourself as
Bill would see you. Imagine how you would feel, as Bill, if this were
the first time you had been told that you are doing a bad job.
Wouldn’t you be upset? Most people would be. Now take position
#2, the observer position, and see the event again. What did you no-
tice as an observer? From this perspective, how could the scenario
have played out differently? What things could both people have
changed to prevent the unpleasantness?
Think for a moment how powerful it would be to have the
mental flexibility to take all three positions as an event happens.
When taking position #3 (other person), you notice it felt bad to
hear this news and you became angry because no one had men-
tioned the problem before. Using this information, you can
change your approach. You also can take the observer’s perspec-
tive, in which emotions are far less intense, often nonexistent.
What did you notice when no emotions were involved? Did you
realize that you had more choices? By taking these two perspec-
tives into consideration, you can turn a potentially ugly event into
a positive productive experience.
Mohandas Gandhi, the great Indian nationalist leader, used this
method all the time. Before meetings or negotiations with the
British, he placed himself in all three perceptual positions. First, he
looked at the situation through his own eyes to make sure he knew
what he wanted to accomplish and say. Next, he took position #3
and saw the situation through the other person’s eyes. He would
think like the person he was going to meet. He asked himself: If I
were this person, what would I want? How would I feel if this were
presented to me? How would I react? Once he understood those
two perspectives, he looked at the bigger picture and took position
#2, the observer position. Taking the observer’s view gave Gandhi
the ability to create a win-win solution.
Gandhi was so good at this process that he was able to do it even
during conflicts. He could see perspectives and change his behav-
iors and strategy to gain a winning outcome. He moved an entire
nation to defeat the British empire without violence. Now, that’s
personal power!
Remember these four key points when using perceptual
positions:
1. To enhance positive experiences even more, take posi-
tion #1 and be associated. You want to keep the positive
emotions.
2. To neutralize or remove negative emotions from an experi-
ence, use position #2 as a dissociated observer. You want to
be dissociated from your negative experiences and remove
the emotions. Doing this allows you to learn from all your
experiences. Because people tend to suppress recall of the
emotions associated with intensely negative emotional expe-
riences, it is difficult to learn from them. Position #2 facili-
tates learning you may have missed due to the emotional
intensity of the event.
3. To enhance any relationship in ways you probably have not
imagined, use perceptual position #3 and put yourself in the
other person’s shoes.
4. In some situations you do not want to dissociate from a nega-
tive emotion. Fear serves you in dangerous situations, so you
react to protect yourself.
Establishing Contact with Your Prospective Customer 199
Take charge now and use your personal power. Learn these
strategies and use them daily.
Establishing Contact with Your

Prospective Customer
MOTIVATION STRATEGIES: MOVING AWAY

AND MOVING TOWARD
In Chapter 4, we discussed the Baseball Diamond Method for
changing your personal motivation. You learned that people are
motivated emotionally to move away from pain or to move toward
pleasure. The first and simplest way to categorize and understand
others is based on how they are motivated at the most basic level. At
the most basic level, people are motivated either to move away from
pain or to move toward pleasure. Clearly, everyone uses some of
each of these strategies. It is very easy to identify which is the pre-
dominant motivating factor by knowing what to listen for and lis-
tening carefully.
You probably have experienced something like this in a work sit-
uation. A group is working on a project and falls way behind sched-
ule. The manager offers additional rewards and bonuses to the
group if the schedule is met. Instead, work slips farther behind.
Then, in frustration, the manager threatens people with dismissal if
the project is not completed. All of a sudden, the project gets back
on schedule. In this situation, threats produced the desired results.
Conversely, you may have observed times when the threatening ap-
proach produced poor results, but a new management improves
performance by offering bonuses and incentives. How do you ac-
count for this?
In the first instance, the workers unconsciously relied on a moti-
vation strategy based on moving away from pain. The incentives did
nothing to motivate them. But when faced with the pain of dis-
missal, they magically began to perform. For people who motivate
themselves by moving toward pleasure, the incentive method pro-
duces far better results.
Identifying the distinction between moving-toward and moving-
away motivation in others is essential to make you communication
compelling.
MOVING AWAY OR MOVING TOWARD?

Characterize the predominant motivating factor of the people
making these eight statements.
1. We have a real problem here.
2. I want to move into a different business with more growth potential.
3. This new boss is nasty and hard to deal with.
4. It would be very useful for me to learn better selling methods.
5. I am sick and tired of just earning enough to get by.
6. I am looking forward to doubling my income next year.
7. Commuting to work is an expensive waste of time for me.
8. I want to do work that gives me a satisfied feeling of accomplishment.
You probably hear statements like these every day. In the odd
numbered statements, the people are expressing moving-away moti-
vation; in the even-numbered statements, they are expressing mov-
ing-toward motivation. Now that you know what to listen for, it is
pretty easy to characterize other people’s motivation.
Why does motivation matter? Let’s say your potential clients rely
on a moving-away motivation strategy. If you describe the glowing
benefits of what you are offering and go into great detail about its
future results, they will be rolling their eyes around, thinking,
“Yeah, sure, this guy has no idea how big my problems are.” Prob-
lems and negative circumstances shape the reality of moving-away
people, providing them with motivation. Instead of describing posi-
tive results for the person with moving-away motivation, get lots of
details about their problem: how bad is it really, how long has it ex-
isted and what other solutions have been tried. Then say something
like: “This sounds like a significant problem. Is it bad enough to
cause you to take action?” Some people are terrified of making a
mistake—so terrified that they postpone making decisions until
their back is to the wall. Ask: “How bad do you think this situation
will be in six months or a year?”
Other people are motivated by moving toward pleasure. Their
vision of the future is their primary concern and source of motiva-
tion. They tend to ignore or minimize the current problems. Al-
though the service or product you are offering may actually relieve
customers of current problems, people with moving-toward motiva-
tion will quickly become bored and even irritated if you dwell on
problems. Instead, focus your presentation on how much better the
future will look after the problems have been solved. Describe the
benefits of already having the problem solved.
Characterizing Internal Ways of Representing Information 201
Characterizing Internal Ways

of Representing Information
Have you ever given a sales presentation and realized that you
weren’t getting your message across very well, but you didn’t know
what to do to change it? Remember, people think differently, and
not everyone accesses information the same way.
YOUR OWN REPRESENTATIONAL SYSTEM

If you are asked, “What transportation did you use for your
last shopping expedition?” you may answer, “I drove in my
car.” Probing more deeply: “How do you know this is accu-
rate?” Of course, you remember, but how do you remember? What
are the first details that come to mind as you recall this event? Do
you remember the view of the scenery and traffic as you were dri-
ving? Perhaps you recall the sensations of sitting in the car with
your hands on the steering wheel, or the sounds of the engine and
car radio. You probably can recall your trip in all these ways. How-
ever, which way came to awareness first for you? Now as you think
about your trip some more, which of these ways provides you with
the clearest memory and the most details? All of us use all of these
representational systems: visual, auditory, kinesthetic, smell (olfac-
tory), and taste (gustatory). However, almost everyone has one rep-
resentational system that predominates. Because the visual,
auditory and kinesthetic systems are the primary ones used in com-
munication, we will focus on them.
For all of us, our predominant representational system deter-
mines how we use language. We tend to use words and phrases that
fit with our favorite system. These words are sensory indicators and
sensory indicator phrases.
Throughout the western world, the primary representational
system used is visual. Approximately 55 percent of westerners favor
the visual representational system, perhaps due to the prevelance of
television and the Internet. Approximately 35 percent favor the
kinesthetic system, and 10 percent favor the auditory system. These
percentages vary in different countries.
We describe our internal representations using sensory indica-
tors and sensory indicator phrases. A predominately visual person
uses words like “see,” “look,” and “view.” A primarily auditory per-
son uses words like “hear,” “sound,” and “listen.” A primarily kines-
thetic person uses words like “feel,” “touch,” and “sense.” Because
each of us relies on our primary sense for taking in information,

the information is conveniently stored in that representational sys-
tem. It is only natural for us to express the information in the same
representational system as it is stored.
Those of you with a second language will relate to the follow-
ing analogy. Spanish is my (PL) second language and Italian is
my third. When someone begins speaking to me in Spanish un-
expectedly, there are some mental gyrations required to shift
gears from the English that my mind had been expecting. I can
understand the Spanish, but English would be more convenient
for me. When I speak with someone who speaks both Spanish and
English, if his or her English is better than my Spanish, then we
naturally slip into speaking English, and vice versa. To the extent
that languages consist of agreed-on code, representational sys-
tems are like different languages. The big difference is that
speaking one language or another is a conscious and agreed-on
choice, whereas the representational systems that predominate
for any one person are largely unconscious and not specifically
agreed on.
Just as using a language that the other person understands
makes communication easier, communicating in the predominant
representational system of the other person makes your dialogue
much more effective. If you have given a presentation where the au-
dience didn’t seem to get it, quite possibly you were speaking out-
side their predominant representational system. Here’s good news:
Developing the behavioral flexibility to determine and use the pre-
dominant representational systems of others is much, much easier
than learning a second language.
Imagine that you are able to communicate with your significant
other, parents, and friends more effectively. How would that impact
your personal life? Would it be better? Would your relationships be
more positive? What would happen if you communicated more ef-
fectively with your customers, prospects, or the people you work
with? Would your situation improve? Could more effective commu-
nication bring you more business? Improve your bottom line? Get
you promoted or a significant raise? You bet it can.
Remember, people like people who are like themselves. Because
each of us favors a different representational system, it is almost as
if we speak different languages. When you understand how to com-
municate in all the different representational systems, you will af-
Characterizing Internal Ways of Representing Information 203
fect more people positively, make your communication more com-

pelling, and avoid misunderstandings.
Look at the list of words and phrases for the three different
representational systems. As an exercise, add other phrases to
the list.
Visual Auditory Kinesthetic

See Hear Touch
Look Listen Feel
View Sound(s) Grasp
Appear Silence Concrete
Imagine Question Scrape
Clear Resonate Solid
Focused Harmonize Catch on
Hazy Tune in/Out Tap into
Picture Echo Stuck
Light at the end The silent Back up your
of the tunnel treatment claim
Look into it Sing their praises Toss this around
Polished Rings a bell Too hot to handle
Illustrate my point Lend an ear Resist
Dark side Let’s talk about it Tackle
REPRESENTATIONAL SYSTEM EXERCISE

This exercise will help you understand and identify what repre-
sentational system is being used. Read the eight statements and
identify the representational system. Do this exercise now. No
skipping ahead.
1. He’s constantly giving me static about that.
2. That really brightens my day.
3. I’m absolutely immersed in this project.
4. This thing is weighing on me.
5. The guy is really offbeat.
6. This problem keeps staring me in the face.
7. This project really stinks.
8. This guy has a checkered past.
Did you have difficulty understanding any of the sentences? Did any
seem not quite right to you? This is quite normal. The statements that felt
natural and easy to understand are most likely in your own favored repre-
sentational system. The others are not.
Sometimes I (AF) didn’t understand what my wife, Tamar, was say-
ing. She had the same issues with me. My predominant representational
system is visual and my least favored was kinesthetic. Her predominant
representational system is kinesthetic. No wonder we had a tough time
understanding each other, before we realized and respected these dif-
ferences.
Now I use language patterns that accommodate her main represen-
tational system. For a predominantly visual person like me, talking kines-
thetically was challenging, but our communication has improved
tremendously since.
Here are the answers to the exercise you just did. Congratulate your-
self for completing the exercise. If you did not do the exercise, go back
and do it now. You want to improve your overall communications, don’t
you? Do the exercise now.
The key words shown in italics help identify the correct representa-
tional system.
1. He’s constantly giving me static about that. (auditory)
2. That really brightens my day. (visual)
3. I’m absolutely immersed in this project. (kinesthetic)
4. This thing is weighing on me. (kinesthetic)
5. The guy is really offbeat. (auditory)
6. This problem keeps staring me in the face. (visual)
7. This project really stinks. (olfactory)
8. This guy has a checkered past. (visual)
How did you do? Did you get them all right? If you did not, it’s
OK. With practice, it will become natural to you. Taking action and
applying what you learned here will produce the results you want.
Think of the world as your laboratory. You have subjects every-
where to practice on. By knowing what to listen for, you’ll listen
more effectively.
Let’s do another quick exercise. Think about all the people in your
life. Which ones do you get along with the best? Who seems to
understand you the best even when you don’t finish the sentence?
Whom do you relate to the easiest? Most likely the people whom you get
along with best have the same predominant representational system as you.
Next time you get together, listen to the phrases they use and see if you can
identify with them. Notice which representational system they favor.
Business Application of Language 205
Business Application of Language

People buy from people they like. When people are like each other,
they tend to like each other. This concept is very powerful. When
we talk to other people using only our own favored representa-
tional system, communication may not be as effective as it could be.
When we use the same representation system as our clients and
prospects, we become more like them. Using the words our clients
and prospects prefer builds a connection and understanding.
Once you have identified a person’s favored representational
system, you must have the behavioral flexibility to get out of your
own system and into that person’s. Think about how much you can
gain by doing this. How many more clients can you serve? How
much happier will your clients be when they know you understand
their needs and fulfill them? No more presentations where they
don’t get it.
REPRESENTATIONAL SYSTEM CONVERSION EXERCISE

To help you build your capabilities in this area, let’s go through
an exercise in changing from one representational system to
another. Take the time and do this now. You owe it to yourself,
your family, your friends, your clients, and your prospects. If you practice
and become proficient at identifying and adopting the other person’s rep-
resentational system you will be rewarded handsomely. So let’s get right
into it.
Change the following eight sentences into the other two representa-
tional systems. For example, if the sentence is written with visual language,
translate it using auditory words and then again using kinesthetic. This
way you will understand how to communicate with all three systems.
1. He’s constantly giving me static about that.
2. That really brightens my day.
3. I’m absolutely immersed in this project.
4. This thing is weighing on me.
5. The guy is really offbeat.
6. This problem keeps staring me in the face.
7. This project really stinks.
8. This guy has a checkered past.
This exercise may seem difficult, but do not skip ahead until you have
completed it. Your future depends on it. With practice, this skill will be-
come natural to you. Come on, you can do it. Do it now! For those of you
who have completed the exercise, congratulate yourself.
Here are possible solutions. Let’s go through them together.

1. Auditory: He’s constantly giving me static about that. Kinesthetic:
He constantly gives me grief about that. Visual: He’s constantly
showing me displeasure about that.
2. Visual: That really brightens my day. Auditory: That really makes
my day sing. Kinesthetic: That makes me feel great today.
3. Kinesthetic: I’m absolutely immersed in this project. Visual: This pro-
ject looms large on my radar. Auditory: This project really strikes a
chord with me.
4. Kinesthetic: This thing is weighing on me. Visual: This thing looks
bleak for me. Auditory: This thing sounds terrible to me.
5. Auditory: The guy is really offbeat. Visual: This guy is really off
color. Kinesthetic: This guy has really different strokes.
6. Visual: This problem keeps staring me in the face. Auditory: This
problem is coming in loud and clear. Kinesthetic: This problem is
abrasive.
7. Olfactory: This project really stinks. Visual: This project looks terri-
ble! Auditory: This sounds awful. Kinesthetic: This project does not
feel right.
8. Visual: This guy has a checkered past. Auditory: This guy’s past is
out of tune. Kinesthetic: This guy has a sticky past.
Did you find this exercise challenging? Was it exciting to change your
language to accommodate others’ representational systems? Can you see,
hear, and feel the power behind this? Imagine what this can do for your
business. How will things in your business improve? Will you be better
able to present compelling value? Will you enjoy increased customer satis-
faction and repeat business? Imagine all the possible benefits this will give
you. Really feel what it would be like to achieve those desires.
Now take a look at your personal life. How will these tools help you
there? Imagine how your communication has improved with your family,
friends, and loved ones. Is your life more enjoyable? How do the people
close to you react to you with your new skills? Really feel the difference this
will make in your life.
The key to achieving success is to use the tools. You must take massive
action now! No waiting around. That will serve no purpose. Use the tools
every day in your life. By doing so you will make your selling and all of
your communication much more effective. Practice a little at a time and no-
tice the difference in people’s responses.
Speaking Speed
Here is another indicator you will find very useful in determining
the primary internal representational system of others. Generally,
Speaking Speed 207
predominantly visual people speak quickly. They refer to the pic-

tures in their mind when talking. A picture is worth a thousand
words, so these people must speak quickly to keep pace with the
pictures that come to them. Typically, these people pause as they
wait for their mind to access the next set of pictures.
Primarily auditory people tend to speak at medium speed
with a steady cadence, sometimes in a monotone. They access in-
formation as internal sounds. The sounds come to them at nor-
mal speaking speed.
The primarily kinesthetic person speaks s-l-o-w-l-y, using infor-
mation from their feelings to guide their speech. Feeling informa-
tion comes to the mind more slowly than pictures or sounds,
accounting for the slower speed.
To figure out what to say, determine whether the other person
has predominant moving-away or moving-toward motivation. To fig-
ure out how to say it, determine the other person’s primary inter-
nal representational system.
13
LEARNING
C H A P T E R
TO SELL
THE EASY WAY
To avoid emotional overload, the new salesperson should learn to

sell in a step-by-step manner. It’s essential to learn to establish
connections quickly with anyone. Presenting from a script pro-
duces limited results.
S uccessful salespeople offer prospective customers compelling

value and collect buying decisions. This is the essence of selling. It
is not about persuading or convincing. You may not have thought
about the sales process in this way before. New salespeople often
are in emotional overload. For this reason, you will be learning to
sell in an easy step-by-step way. This chapter shows you how to start
with the least amount of emotional tension and also how to deal
with this tension.
So-Called Conventional Wisdom about Selling

What does it take to succeed at sales? In the help wanted section of
your Sunday newspaper, you’ll find many listings looking for sales-
people. Quite often the word “aggressive” is emphasized. Certainly
you would avoid any salesperson who was aggressive with you; so
would most people. It is not necessary or even desirable for you to
be aggressive when you sell. However, if you are in the habit of tak-
ing what you are given and not asking for more, then the simple act
of asking the customer to buy what you have may seem to be aggres-
sive to you.
209
210 Learning to Sell the Easy Way
BECOME THE SALESPERSON YOU WANT TO BE

Even if you’ve never sold anything, you have a great deal of experience
with people selling to you.
Stop for a moment and make a list of 10 likes and dislikes
about salespeople. Here are just a few examples to get your
list started.
Likes about Salespeople

1. I like it when they introduce themselves and ask my name.
2. I like it if they are aware and knowledgeable about their competi-
tion.
3. I like it when they ask questions.
Dislikes about Salespeople

1. I dislike when they use my name in every sentence.
2. I dislike when they assume that they know what I like.
3. I dislike when they offer a discount, when I didn’t ask for one.
What many people dislike most about salespeople is their interest in
money. You must look on your selling as serving others. You are offering an
important opportunity that has high potential to provide your customer with
great benefit. If you don’t think that now, then work on changing your
mind. You are your own first customer. If you don’t believe in what you are
offering, then the only people who buy will be the ones you fool.
Money Described Most Simply

Money works the same for all, rich or poor. You have some money
and everyone else has all the rest. To create a flow of money toward
you, you must devise a method to persuade other people (who have
all the rest) to pass it over.
There are lots of ways to do this. Almost all ethical methods of
creating an income consist of providing services or products in ex-
change for the money of others. Yet one step immediately precedes
this exchange: You must show the potential buyer that your prod-
ucts or services are worth more than the money you are asking. If
you succeed at this, then you have a deal; otherwise, you don’t. This
process of showing the other person the value of what you are offer-
ing is called selling. So, in one way or another, all income is derived
from selling, even if you haven’t thought of it that way before. This
is the case whether you’re at a job interview, selling your house, or
selling in your own business.
Why Selling Is Uncomfortable 211
You Are Your Own First Customer

It is impossible to present compelling value if you are not sold your-
self. Do you believe in what you are selling? The people you talk with
are not fools. They can detect a phony as easily as you can. Are you
truly interested in providing something of value, or are you just in it
for the money? If you are motivated only by the money, you may be
shocked to learn that you are far more transparent than you thought.
Selling is a form of self-expression. For most people, their inher-
ited purpose creates guilt, anxiety, or fear about self-expression. If
your desire for money is the sole motivation strong enough to sub-
due your reservations about expressing yourself, then you are in
trouble. The customer hears your need for money, becomes justifi-
ably suspicious, and won’t buy.
Do you come from service or greed? The answer to this matters
more than how polished your presentation is. Although it hurts to
be rejected by people you are trying to help, you have to accept that
rejection will occur. No one is rejecting you, unless you perceive it
so. Instead, they are rejecting your offer.
To serve your customers best, you want to find out how they
think and hear not only what is said, but also what is meant.
Prospective customers must perceive your product or service as of-
fering compelling value. Because each prospective customer is dif-
ferent, presenting from a fixed script can produce only very limited
results. If your customers do not buy how you sell, they are less
likely to buy what you sell.
Emotional Dynamics of Selling

Selling makes people nervous. Emotions are the most troubling
part, especially for beginners. In our Training sessions, we used to
discuss fear about selling, but we have since discovered that terror is
a more accurate description of many people’s feelings. Yet selling is
easier than you think, especially when you understand moving-away
and moving-toward motivation and predominant representational
systems. Our purpose here is to make your transition to a winning
salesperson as quick as possible.
Why Selling Is Uncomfortable

In almost all cases, these uncomfortable feelings have nothing to do
with any danger or risk in the sales situation. Selling violates almost
all of the childhood rules we discussed in Chapter 6, which are re-

produced here for your convenience.
1. Sit down and be quiet.
2. Children should be seen and not heard.
3. Don’t brag or say good things about yourself.
4. Do as you are told.
5. Don’t do anything without permission.
6. Take what you are given and don’t ask for more.
7. Don’t take money from friends.
8. Don’t take money from strangers or talk to them.
9. Don’t rock the boat.
10. You can’t have your cake and eat it, too.
Remember, your feelings are caused by the hairy elephants.
The feelings are your energy and have arisen to help you deal with
a challenge (in this case, the challenge of making the sale), even if
they are uncomfortable at first. Feelings of terror will help you suc-
ceed if you can just let them be, rather than fighting to control
them. If you stop fighting against it, then the increase in energy
makes your senses more acute, you become more aware of what
prospective customers are saying and really meaning. Almost
everyone feels uncomfortable while learning to sell. But you only
have to go through this learning process once. Practice makes it
easier. Once you learn to sell, you will never need to worry about
money again.
Some uncomfortable feelings are inevitable. Remember, you de-
termine what these feelings mean to you. If you insist that fear
means “STOP,” you are doomed to the status quo. Why not inter-
pret fear as excitement, meaning “GET READY”?
How to Reduce Emotional Overload

On Figure 13.1, the vertical axis is selling price. The higher the
price, the more emotionally intense and difficult the sales process
becomes. If you are selling a $10 item, customers are easy to find.
Almost everyone has $10 to spend. You have to look much harder
to find a customer who will buy your $400,000 item. Nevertheless,
there are people right now driving around in your city with
$400,000 available to buy a house.
Typically, you encounter customers one at a time. With the $10
item, the stakes are low. The outcome of a single sales opportunity
How to Reduce Emotional Overload 213
FIGURE 13.1 Evaluate Your Sales Ability
won’t determine whether you pay your bills this month. But if you
are selling $400,000 items, then whether you pay bills this month
could very well turn on the decision of one customer. Experience is
very useful to deal with the increased emotional intensity of higher
stakes. It is impossible to do your best selling job if you are dis-
tracted by your fears.
The horizontal axis has two scales. First is product versus ser-
vice. A product is easier to sell. With a product, customers can get
much more information about what they are buying before making
a decision. For example, if we offer to sell you a book, you can leaf
through it to find out whether you like it before you make your de-
cision. But if we are selling you a haircut, you know less about what
you’re getting. Even if we show you a roomful of people whose hair-
cuts you like and who tell you we give the best haircuts they ever
had, you still don’t know what your hair will look like until after you
have made your decision. Thus, you must trust the seller more to
buy a service than a product.
The other scale of the horizontal axis refers to the degree of
personal content. If we sell you a pen, there’s low personal content.
If the person who designed the pen were selling it, the degree of
personal content is much higher; thus it’s tougher for the designer
to deal with the possibility of rejection. To you, the book you are
reading is ink, paper, and a cover; as such, it would be easier for
you to sell than for us, assuming equal sales ability. When I (PL)
began selling Money Is My Friend, the high degree of personal con-
tent made it very uncomfortable for me to hear no from a prospec-
tive customer.
Selling becomes more emotionally intense and therefore more
difficult for beginners as you move up and to the right on the dia-
gram. The farther you move from the lower left corner, the tougher
it gets. Emotional intensity makes selling difficult because it draws
your awareness inside, distracting you from what customers are
telling you.
How to Apply These Emotional Dynamics

to Learning to Sell
There are generally two ways to learn anything. You can jump into
the deep end to sink or swim, or you can learn a little at a time, per-
haps starting with a flotation device in the kiddy pool, improving
gradually until your stroke becomes strong and graceful enough to
challenge ocean waves. Even if you learned to swim through the
sink-or-swim method, you probably could have a better stroke if you
had learned in a more gradual way, simply because crisis and panic
can’t produce an environment for optimal learning.
Consider all the things you have learned to do. Very few of them
were taught by the sink-or-swim method. For this reason, we will be
starting in the kiddy pool of selling. Figure 13.2 shows the sales abil-
ity diagram from Figure 13.1, but this time it includes three num-
bered, shaded areas.
Mistakes of the New Salesperson

Most people starting their own business can’t afford a store or fac-
tory. This prevents them from selling products, so they sell services.
Nor can they afford to hire employees at the outset, so they sell the
service and perform it themselves. The degree of difficulty of sell-
ing a service that you perform yourself puts you somewhere in the
darkened area 1 on Figure 13.2. The fact that you are offering a ser-
vice and that it possesses high personal content makes your initial
endeavors in this area more difficult than they need to be.
Mistakes of the New Salesperson 215
FIGURE 13.2 Sales Ability by Type
Other people start a business of their own with a different ap-

proach. Their reasoning may go something like this: “I have friends
with their own business. They have told me how difficult selling is.
So I will sell high-ticket items. This way, even if I have trouble sell-
ing, I can make a living with just one or two transactions per month.
I will become a real estate agent!” This decision puts you in shaded
area 2, where the price of the item makes the selling emotionally in-
tense and, once again, the learning is more difficult.
Another group of people may decide to avoid their own busi-
ness completely and look for a job instead. Job search places them
in shaded area 3 on the diagram. Here the salesperson and the
product are identical. Personal content is maximized. No wonder
job search is so overwhelming.
None of this is to say that operating in shaded areas 1, 2, or 3 is
bad. However, the emotional intensity of selling in these areas
makes the process unduly difficult to learn. If you are currently en-
gaged in selling activities in categories 1, 2, or 3, it is not necessary
to cease these in order to improve your selling skills.
Your 30-Day Sales Course

The following suggested course of action is adopted from what I
(PL) presented in Money Is My Friend, when I first wrote it in 1979.
Since then hundreds of people I know of (and perhaps thousands I
haven’t met) have used it as a springboard to earning the income
they want from work they love.
Simply sell a low-priced product, selling for $5 to $20. Offer it at
a price greater than what it cost you, so you earn a profit on each
transaction. It must be a product that you didn’t make yourself. It
must be something that you like, something you believe in, and
something you can’t help talking about. Look around your house,
your car, and your office to find some small possession you delight
in owning and using.
This 30-day course is a start, a learning device. If you have never
sold before, plunging right into selling services, high-priced items,
or business opportunities is like expecting a toddler to climb
Mount Everest. Remember, you don’t have to make a career of sell-
ing this item; it’s merely a training device.
What Will I Sell, Who Will My Customers Be?

Business, pared to its most elementary components, consists of
three things:
1. A product or service
2. A price for a unit of the product or service that you can de-
liver
3. A customer
If you possess all three of these items, then you have a business.
If you lack any of them, you are out of business until you make up
the lack.
There’s an infinite variety of low-cost products you could buy at
wholesale and sell at retail. This is not a strange thing to do. Every
store in the world makes its living on the margin between retail
and wholesale price. Most cities have surplus stores offering good-
quality end-lot merchandise at bargain basement prices. If your
low-cost item is a book, many publishers will give you a discount in
exchange for the purchase of 10 copies or so.
A product-related network marketing company could help
you here, too. Membership assures you a reliable supply of prod-
What Will I Sell, Who Will My Customers Be? 217
uct at a stable price. Additionally, the good companies offer train-

ing and support.
Many network marketing companies immediately encourage
you to sell the business opportunity to others. Some people
succeed at this; others do not. We have worked with many clients
in network marketing who were struggling to sell the business
opportunity. In every case, when they learned to sell a low-priced
product, their sales of business opportunities took off. This was
because of the lower emotional intensity and the kiddy-pool
effect we described earlier in this chapter. So, first focus on sell-
ing a low-priced product. Your experience with this will be the
most significant contributor to success with selling the business
opportunity.
There is an infinite supply of people. Look around, they’re
everywhere. It’s actually hard to get away from them. Almost every-
one has enough money on hand to buy your low-priced item. Say-
ing “Would you like to buy one of these?” costs you nothing. Doing
so seems strange only if you have never done it before and have not
yet dealt with your terror about selling.
I (PL) quit my job in the computer business in the 1970s and
started teaching seminars. Before quitting I had had some part-time
success with the seminar business, but now that I was relying on it
for all my income, progress was very slow. My selling skills required
improvement. Realizing I needed something easier to sell (the
kiddy pool) as a training device, I hit on the idea of selling books. I
bought 10 copies each of my 5 favorite books from their respective
publishers at a discount and began offering them to my friends and
people I met. I typed up a price list of “Phil’s Favorite Books” with
descriptions.
“Here’s a list of my favorite books,” I would say. “Would you
please take a look? See if there is one that interests you.” That was
it. That was all I did at the outset. I was too scared to elaborate. Af-
ter some practice I improved. For example, I learned to offer two
books. When the customer chose one book, I would point to the
book most similar (or sometimes most different) from the one cho-
sen and say, “How about this one? I think you might like it, too. It is
about such-and-such.”
I learned two things from selling these books. First was that I
had allowed my fears to stop me from selling over and over in the
past. Second, there was really nothing to be afraid about. Some
people say yes and others say no. This realization trained my
mind that it was OK for these results to happen and were not
about me personally.
Several things occurred. One was that my seminar and teaching
business expanded almost immediately. Second was that after a few
months, I had customers up and down the East Coast of the United
States buying the books. (This was before the advent of online book
selling.) I increased the number of titles and added cassette tapes to
my line. Third was that, after my manuscript “Money Is My Friend”
received its umpteenth rejection and, my friend, Neil Adams asked
whether I had considered self-publishing, I thought, “Sure, I can do
it. I have money. I know how to sell books.” So I went ahead.
This illustrates how personal content of a product you made
yourself increases the emotional intensity of selling. As I men-
tioned, my (PL) most intense selling experience was with my first
book, which I published myself in 1979—against the advice of many
well-intentioned people who cautioned me of the possibility of end-
ing up with a basement full of books and a heart full of disappoint-
ment. The day the first shipment arrived from the printer was a big
one for me. I was facing the challenge of having to sell all 2,000
books of the first printing. I remember looking outside my house
the day before and seeing my front yard empty. The next day the
books arrived, in my front yard and spilling over on to the sidewalk
were hundreds of people shouting for attention and waving money
at me, wanting my book. The first printing sold out in a couple of
hours, with no work on my part.
Now, if you believe this story, you probably also believe a better
mousetrap will cause people to beat a path to your door.
The part of the story about self-publishing is accurate. I made
up the part about the crowd of people outside my door. The books
required more selling effort than that. I sold them to bookstores
throughout the United States and Canada for about a year and a
half, before and after seminars and while en route between seminar
cities. I did most of the selling in person, some by mail and tele-
phone. I continued until the bookstores were generating volume
significant enough so regional book distributors were willing to
purchase and resell Money Is My Friend. Over its first 20 years in
print, the book sold more than 400,000 copies in 18 languages.
After the first printing of Money Is My Friend arrived, I soon
learned that selling my own book was quite different from selling
someone else’s. It brought the new selling challenge of dealing with
an item with high personal content.
Why Selling the Low-Cost Item Works So Well 219
Because your experience with the low-priced item will be differ-

ent from mine, here are some additional examples. In my own ex-
ample, I used the same product, books, and moved to more and
more challenging sales situations. You don’t have to do it this way.
A consulting client, a skilled computer programmer, wanted to
start his own business. Using the low-priced item idea, he started
selling scented candles. He went through the usual fears of “What
will people think?” “They will disapprove of me.” “I’ll never make
any money doing this” and the like.
After some success with the $5 candles, he moved to $300 air pu-
rifiers. After some success with the air purifiers, he started his own
business providing Internet-based patient scheduling for doctors.
When I (PL) lived in Hollywood, several aspiring actors learned
the low-priced item method from me and used it to launch their act-
ing careers. They had made no progress securing work in the typical
Hollywood rat race of agents, casting calls, and auditions. From sell-
ing the low-priced item, they began to understand that lack of sell-
ing ability had kept them from parts in the past. They realized that
more than acting skill was required to get work as an actor, and they
shifted their mentality from waiting to be discovered to forthrightly
showing the decision makers why they were the best person for the
job. Some of these same people star in movies and TV shows today.
Obviously selling yourself and your own talent is way more difficult
than the low-priced item. The kiddy pool offers almost guaranteed
success at the very beginning when you need it most.
Why Selling the Low-Cost Item Works So Well

Everyone I know who has stuck with the low-priced product has suc-
ceeded with it. Here are five reasons it works:
1. You create a success neurology related to selling in which
fear no longer means “STOP.”
2. Your emotional attachment both to the outcome of each
sales encounter and to the product itself are minimized.
3. You maximize your potential market.
4. You maximize your amount of practice.
5. You focus your attention on what you have to offer. (The rev-
enue per sale is too small for you to focus much on that.)
Your personal involvement in selling any item will never go to
zero. After a while it will become OK to hear people say no, but
your preference for yes will make no at least a little frustrating. The
low price makes almost everyone a potential customer. Also, the low
price makes the sales cycle—the time lapse between initial contact
and completing the sale—very short. This way you receive quick
feedback on the effectiveness of your efforts and can make changes
quickly, if needed.
When you are first learning to sell, what you need most is prac-
tice. At first it seems there are not enough customers. However, if
you stay with this, perhaps advertise a little, and ask each satisfied
customer for a referral or two, very soon, instead of potential cus-
tomers, time will become your scarcest resource.
Moving beyond the Low-Cost Item

Carrying around a supply of a low-priced item and offering it to in-
dividuals, one at a time, is probably not the best long-term business
model you can invent. However, by a huge margin, it the best way to
learn how to sell. It takes about 30 days to master the low-price sales
item. Present your item to 10 people every day and be willing to
learn from the people who buy. If you also are willing to learn from
those who say no instead of feeling upset about the rejection, then
30 days is a lot more than you will need. Most of us spent many,
many years in school learning things far less useful than selling.
Mastering your low-priced sales item offers a wide variety of pos-
sibilities that you probably haven’t considered before. Some of our
clients know beforehand the kind of business they want and use the
low-priced item as a warm-up for that business. Other clients have
no clear plan until they master selling the low-price item. Acquiring
the ability to sell in this manner opens the mental door so you can
conceive a practical six-figure project. Fear shuts down your creativ-
ity. So, before the 30-day sales training course, back when you were
still afraid of selling (can you remember back then?), your mind
may have been saying, “Are you kidding? A six-figure project? Why
bother coming up with one of those? No matter how good the idea,
my fear of selling will get to me anyway, so why bother?”
In my experience with Money Is My Friend, I (PL) took the same
item and repackaged what I was selling in several steps, as I will ex-
plain. Each step was objectively more difficult because the dollar
amount increased, but it didn’t seem that way to me because of my
success with the previous steps. After selling books one at a time to
individuals, I took them to bookstores, where I offered them to the
Learning to Receive 221
book buyer in quantity with wholesale discounts. These transactions

were typically 5 to 20 copies. My next step was to offer the book to
distributors in the United States, Canada, the United Kingdom,
Australia, and New Zealand. These companies typically bought
books in three-figure amounts.
Then I sold foreign language rights for Money Is My Friend to
publishers in Europe and Asia. In these instances, I was selling a
higher-priced item, which was actually a business opportunity for
the publisher.
Thus I took the same item and moved it step-by-step to the more
difficult area of the diagram, as my sales ability increased. It is not
just the emotional intensity that changes as you move toward the
upper right-hand corner of the diagram. The sales cycle takes
longer and the whole thing becomes more complex because there
are more steps. Sometimes several people must agree before you
can make the sale.
The $5 to $20 item is business at its simplest. It compresses the
four basic business processes described in Chapter 9 into one sim-
ple operation. Moving to something bigger produces greater emo-
tional intensity and a longer sales cycle.
Learning to Receive
Learning to receive? Yes, that’s right, even though most people
have never heard those words in the same sentence. Typically, re-
ceiving is viewed as a fortuitous, unintentional accident rather than
as a skill. Receiving does have a peculiar characteristic that differen-
tiates it from most skills: It is awkward to get practice in receiving.
We are not suggesting that you contact your friends and say, “I just
read this wonderful book that told me to develop my receiving skill,
so would you give me $5,000?” You can do that if you like, but this is
not the method we suggest for learning.
Selling is the process of offering others what you have in ex-
change for their money. Money follows the commands of your
mind precisely. People who believe that receiving is bad, people
who put themselves last, people who are terrified of being seen as
greedy won’t sell much regardless of how polished and confident
their presentation may be.
The Bible tells us that it is better to give than to receive. Perhaps
so, but that does not make receiving bad. Greek philosophy pre-
sents a more resourceful perspective about receiving: It is better to
be in the position to give than in the position of needing to receive.

In fact, if all the receivers stopped receiving, then the givers would
be out of business. Giving and receiving are opposite sides of the
same coin. You can’t have one without the other. In our free econ-
omy, you offer to others the goods and services you enjoy produc-
ing in exchange for their money. Then you use that money to
purchase those goods and services you would rather not produce
yourself. It’s all part of a natural process.
It is time to examine and change the thinking that may have
limited your receiving up to now.
REMOVE YOUR LIMITATIONS TO RECEIVING

Make a list of your limited or limiting beliefs or thoughts about
receiving. Think back to childhood birthday parties and child-
hood Christmases. What did your parents tell you about
allowance? Did you receive one? Did your parents keep their word
about this?
Another powerful way to uncover and bring to awareness unconscious
beliefs about receiving is to use the Power Affirmations method from Chap-
ter 9. The following affirmations were designed specifically to improve
your skills at receiving.
• I love everything about receiving.
• The more willing I am to prosper others, the more willing others are
to prosper me.
• Receiving makes me feel good.
• My receiving contributes to my spiritual goodness, and my spiritual
goodness contributes to my receiving.
• My receiving benefits everyone.
The Five-Step Sales Map

We have presented the sales map you are about to learn to partici-
pants in our Training and to individual consulting clients. In the
Training sessions we devote almost two full days to the process, to
ensure that each person has plenty of practice with each step. Grad-
uates report that not only are they far more confident when they
use it, but it saves them a great deal of time, as well. No longer will
you waste time on people who are not interested. Instead, at each
step you communicate with a definite outcome in mind. Once that
outcome is accomplished, you know it is time to move on to the
The Five-Step Sales Map 223
next step. Such a focus takes into account the value of your own
time and respects the value of your customers’ time.
There are no hard and fast rules here. Be willing to experi-
ment and make mistakes. Experiment to discover what works best
for you. We will make some suggestions about things you might
say, but keep in mind that these are only suggestions. Selling is a
highly personal process, which is why a prepared script produces
only limited results. Being yourself and using your own words are
far more powerful.
When I (AF) first started to learn how to sell, I was instructed
to use one of several scripts. I picked one. After several months
with no success, I decided to choose a different script. Surely the
problem was the script, I thought. I talked to several others who
were doing well in the organization and asked for their script. I
took what they gave me, but after several months of using the new
sales script I still had little success. I found the script frustrating
to use because whenever a prospect went outside the script I felt
lost. My energy was consumed in solving the dilemma of getting
back to the script.
Because of my lack of familiarity with selling at the time, it took
almost two years before I realized that the script doesn’t matter
much: It’s not what I say; it’s how I say it! After I realized this, I
memorized my opening only. Then I had a list of questions to qual-
ify each prospect. I was no longer concerned about a script, and I
no longer became lost in the process. An important change oc-
curred: I started making sales!
If you are thinking that a script will cure your lack of sales, think
again. By focusing on the tools we have provided in this book, you
will be able to get rid of that script forever.
The Sales Map is a framework that enables you to apply what
you have learned here. If you do everything well in your business,
but fail to master selling, your business will not amount to much.
But if you master selling and are less than proficient at providing
your goods or services, at least you will have lots of customers to
practice on until you gain the proficiency you may lack. It all hinges
on selling.
You may have some resistance to accepting the importance of
selling in business. “This is not fair,” some people in our Training
sessions have told us. Perhaps it really isn’t. But we are not arguing
the importance of selling based on fairness. Life isn’t fair. Surely
fairness is a fine value to hold dear, but insisting that life be fair pro-
duces mostly upsets and excuses.
You will be learning to sell in a way that is different from the
preconceived notions of convincing and persuading. The founda-
tion of the Sales Map is presenting what you are offering to people
who want it or need it, so they make the best decision as to whether
it is for them.
The Sales Map is very flexible and works in any sales situation,
whether in person, on the phone, or selling to a group.
Memorize the steps in the Sales Map. If you do, you will always
know where you are, where you are going, and how to get there.
Thus you will never feel lost or uncertain in a sales situation.
People often are surprised at the simplicity of the Sales Map.
Can selling really be so simple? Well, the accurate answer is yes and
no. While engaged in selling activities, you derive great benefit
from everything you have learned in this book so far. You know
how to characterize the motivation strategy and the predominant
internal representation method of prospective customers. You also
know how to tailor your communication to make yourself easily un-
derstood, depending on each individual’s particular motivation
strategy and whether he or she uses predominantly visual, audi-
tory, or kinesthetic internal processing. You know how to put your-
self in the other person’s shoes from your practice with the
perceptual positions.
To prepare yourself and build the most resourceful mind-set,
you have designed the purpose of your life so that your behavior is
self-directed and not subject to the approval or criticism of others.
You have used the Power Affirmations method to quiet negative in-
ternal self-talk that may have impeded your progress in the past.
You have developed powerful moving-toward motivation using the
Baseball Diamond method. You have prepared yourself with
SMART goals installed on your timeline, and you have developed a
new relationship with your feelings—you are aware now that they
no longer mean anything about you. In many ways, you have be-
come a different person from who you were when you first picked
up this book.
The Sales Map in Figure 13.3 increases your effectiveness and
saves you time no matter what you are selling. You can adapt it for
any situation, whether you are selling on the phone, in person, or
to a group.
The Five-Step Sales Map 225
FIGURE 13.3 Five-Step Sales Map

STEP 1. ESTABLISH CONNECTION WITH THE PROSPECT (BUILD RAPPORT)

Put yourself in the other person’s shoes. When you receive a call
from someone you don’t know, your mind spontaneously wonders
“Why is this person calling?” and “Why is this person calling me?”
The first 20 seconds of your call is to establish a connection with
your prospective customer by very quickly answering those two
questions, even though they have not been asked out loud. Match
the customer’s voice pitch, rate, and tempo as well as the represen-
tational system they prefer—visual, auditory, or kinesthetic. If you
are in front of your prospect, match his or physiology, as well. All
these things will build a connection to your prospect.
STEP 2. GET ACKNOWLEDGMENT OF A NEED OR DESIRE BY ASKING QUESTIONS

Make your questions as broad as possible to increase the possibility
of an affirmative response. Phrases such as “would you ever” or
“have you ever” are good ways to do this. The person with moving-
away motivation is more likely to express a need than a desire,
whereas the person with moving-toward motivation is more likely to
express a desire than a need. Once you understand the broad need
or desire, ask questions that define the need or desire more specifi-
cally. The more details you can collect, the better. Make note of any
unusual word choices the prospect uses at this point. You will be
able to use them in Steps 3 and 4.
DECISION POINT: ACKNOWLEDGMENT OF NEED OR DESIRE

If the prospective customer does not acknowledge a need or desire
for what you are offering, thank the person and move on. You waste
your own time and that of the other person by trying to persuade peo-
ple who are not interested. Immediately contact your next prospect.
STEP 3. ESTABLISH VALUE RELATED TO THE NEED OR DESIRE

Here you begin the presentation of your product or service with the
prospect’s need and desire in mind. Present your product or ser-
vice in such a way that it will fulfill the client’s need or desire. If
your product or service cannot fill a need or desire, say so and
thank the prospect for his or her time. Never sell people something
they don’t need or desire. Refer the person whose need or desire
you cannot meet to someone who can. This is just as good as creat-
ing a satisfied customer because of the resulting goodwill and refer-
rals you receive.
Self-Promotion 227
STEP 4. SHOW HOW YOUR PRODUCT OR SERVICE FILLS THE NEED OR DESIRE
You must be flexible in this step to focus on the particular fea-
tures and benefits of what you are offering that will actually serve
the person you are speaking with. Present specific benefits that
fill the prospect’s need or desire or solve his or her problem.
Link the need or desire to the benefits of your product or service
so that the prospect understands the specific benefits of your
product or service.
STEP 5. CLOSE: HANDLE OBJECTIONS

Closing the sale means asking for the order. Do this by asking a
question that provides buying instructions.
DECISION POINT: OBJECTIONS

Time and money are the most common objections. You won’t pre-
vail in an argument on these topics. Build value in the customer’s
mind. Remember, an objection is nothing more than feedback
telling you the customer does not have enough information to
make a decision. Go back to Step 3 and reestablish value by offering
a different perspective, then continue through the steps in the
map. Go through this loop at least six times before you give up. The
top salespeople who make the most amount of money do. Amateurs
quit after the first or second no.
Your exact application of these steps depends on the product or
service you offer. For example, Steps 3 and 4 will take more time
and have greater educational content than shown in the examples
if you are selling complex or technical products or services. In situ-
ations where a group makes the buying decision, likely you will have
to spend more time on Step 5 to deal with objections and obtain
buy-in from several people. In many cases, intermediaries are un-
aware of the requirements and preferences of their bosses who ac-
tually make the decisions. Do not rely on intermediaries to describe
your product or service to decision makers. During the initial phase
of the sales process, make sure all the decision makers are present.
If they are not, you will waste a lot of time and will have to do your
presentation over again with all the right people involved.
Self-Promotion
You have permission to do this, but only if you give it to your-
self. Self-promotion is essential to move ahead. It cannot be very
effective if you are too uncomfortable to do it or if it makes you un-

comfortable. The key issue is whether you have given yourself per-
mission to reach out to strangers and say good things about
yourself. If you don’t feel as if you have permission, then go back to
the Permission method in Chapter 6 or change the thinking that
limits you by applying the Power Affirmations method using any of
the affirmations listed at the end of this chapter. Pick the one(s)
that produce the strongest emotional reaction for you when you
read them. Would you rather be right, or would you rather be rich?
Using the Telephone

The telephone provides the quickest way to reach large numbers
of people in a short period of time. For this reason, it is the most
common method for direct selling. There is an extensive list of
affirmations for dealing with call reluctance at the end of this
chapter.
Taking Money from Strangers

To emphasize the importance of reaching out to let people know
about your business, we often ask clients to make a list of everyone
they know. After you have done this, ask whether this list provides
enough qualified prospects for you to create a large and growing in-
come. Almost everyone who completes this exercise concludes that
to produce the income they are looking for, they must reach out to
strangers as customers.
Even though making effective cold calls may be uncomfort-
able at first, it is definitely a skill that will pay you high dividends
for a very long time. Selling on the phone is generally a bigger
challenge than in person, because you receive no visual informa-
tion from your customer. For this reason, beginning on page 231
we present two annotated scenarios of applying the Sales Map to
cold calling. In both cases, the dialogue text presents the actual
conversation and the narrative text describes the insights and the
process that takes place in the mind of the savvy salesperson.
Although this fact may be obvious, in cold calling you must real-
ize that the person you are about to call is not sitting at home wish-
ing for someone to call and offer products and services. Your call
represents an interruption to its recipient. You have about 20 sec-
Useful Guidelines about Selling 229
onds to make this interruption appealing, to make a connection,

and to give your prospect a good reason to listen to you. Until you
accomplish these things, it is very unlikely that you will hear any-
thing that you wish to hear from your prospect. Therefore, it is a
good idea to speak more quickly than usual, without pauses, at the
beginning so you can make a connection.
Telephone Answering Machines

Don’t waste your time by leaving messages on the answering ma-
chines of people you do not know. If you reach an answering ma-
chine, hang up; make a note of the time and the day of the week,
and call again at a different time and day of the week, because most
people operate on a fixed routine. On the third attempt, if you still
get an answering machine, briefly state your offer, saying that this
will be your only call to that person.
Useful Guidelines about Selling

Selling is an interactive process. You do not control the responses of
your customer. Nor do you control the order in which you obtain
the information you are looking for. Do not think of the Sales Map
as a checklist, but rather a guide of what to do next.
The following are important guidelines that you should deviate
from only with very good reasons. Do not embark on a lengthy pre-
sentation until you have an acknowledgment of interest in the form
of a need or desire from your customer. If you accede to a customer
who says, “Just tell me what you have and I will make the decision,”
then you are turning yourself into a performer who can only hope
that the audience approves of your show. You have lost control of
the sales process. You’ll be far more effective, and save time for
yourself and your customer, by seeking an acknowledgment of a
particular interest, so you can focus your presentation on the fea-
tures and benefits that matter to each individual.
Postpone responding to premature questions about price by
saying something like “I have a variety of solutions you might con-
sider, and I don’t want to discuss price until we know what would
work best for you.” If the customer persists in knowing prices right
at the outset, refer him or her to your Web site. The short way to
remember this is: refrain from discussing price until after you es-
tablish value.
Selling Dos and Don’ts

DO
• Have fun with it. Practice with the low-priced item. Your success
will most likely remove the majority of the heavy feelings, pri-
marily dread, from your selling experience. Not only will this
make selling more enjoyable, but it will increase your business.
Who wants to buy from someone who is uptight and desper-
ate? Do you?
• Put yourself in your customer’s shoes. Do this by focusing your
attention on what you have to offer, not on what you will
get. Remember, you are serving the customer rather than
persuading.
• Avoid emotional overload through practice. Learn with the inex-
pensive item until you have some comfort and experience
with selling. If you are in emotional overload, you won’t re-
member our suggestions.
• Impart a sense of urgency during your presentation. Remember, you
want customers to perceive what you have as so valuable they
can’t believe they have gotten along without it so far.
• Ask questions. Questions get customers involved, enable you to
satisfy their desires, and provide valuable information.
• Design, practice, and use an elevator speech—one brief enough to
make during a very quick elevator ride. The briefer the better.
Its purpose is to attract attention, create interest, and find out
whether it is beneficial for you to continue. One we like is: “I
teach people how to become wealthy entrepreneurs. Are you
interested?”
DON’T
• Don’t talk too much.
• Don’t waste a lot of time on customers who buy on price alone.
• Don’t sell something you don’t care about.
Using the Five-Step Sales Map to Sell a Service

Next, we present two examples of the Five-Step Sales Map. The first
follows the map very closely, while the second adheres more loosely
to it.
Using the Five-Step Sales Map to Sell a Service 231
Sales Dialogue 1 takes you through the entire process with sam-
ple dialogue and commentary so you learn the steps. We use this to
offer our “Win the Sales Game” and “Win the Money Game” Train-
ing sessions.
In this example, we assume we are calling people who would
most likely want our services, such as entrepreneurs or sales repre-
sentatives. You can use this same process with cold calling. With
cold calls, you’ll probably discover that many people you reach do
not acknowledge a need or desire. This means you will only get to
Step #2 unless you have prequalified your prospects thoroughly.
Move on to the next prospect as shown on the map. Remember that
you are sorting, not selling. Sorting is looking for people who ac-
knowledge an interest. Do not waste time persuading people who
are not interested.
Because you do not control what the prospect says, we include
three possible scenarios.
Sales Dialogue 1
Andy: Hi, may I speak with John Smith, please? (Wait for response.)
Hi, my name is Andy Fuehl from Phoenix, Arizona, and the rea-
son I’m calling you today specifically is to show and tell you
about a program we offer to improve your sales results by at
least 20 percent. Some of our clients have doubled and tripled
their income using our highly effective Sales Map to help them
increase their sales results. Are you interested in increasing
your sales?
Step 1: Establish Connection with the Prospect (build rapport). Initially
qualify your prospect.
This opener gains attention and determines if there is any interest. Include
anything you know about the prospect to establish a connection.
Mentioning your location also aids in establishing a connection, because
it will be something familiar. Here it is critical to match the person’s rate of
speech and pitch from their first response. Pay close attention, and adjust
your rate and pitch to match theirs. Continue to monitor and make
adjustments as necessary to maintain the connection.
1. John: Yes, I’d like to hear more about what you have to say.
(Prospect says this is at a medium pace, articulates the words, and his
pitch is low. With a positive response such as this, go to step 2.)
The word choice (hear, say) indicates he could be primarily auditory.

Respond using auditory language at a steady rate and use the low end of
your voice range.
Note: No one is 100 percent auditory. Continue to pay attention
because some people change representational systems at different stages
of the sales process.
2. John: I don’t feel comfortable taking another one of these sales

courses. I have been burned by methods they taught when I used
them.
This prospect is kinesthetic (feel, burned). He is also moving away from
pain.
2. Andy: I can appreciate how you feel. I have participated in many

sales training programs and could not grasp how to implement
the program fully. If I could give you something that you can re-
ally latch onto and get a good feel for, would that be of interest
to you?
I agreed with the prospect and let him know I am on his side. I then asked
again using kinesthetic words to build rapport and deliver a message that
he can understand.
3. John: No, I’m not interested.

This may be a knee-jerk reaction to your interruption. Do not give up at
this point.
3. Andy: Before I go, may I ask you a question? Are you making all
the sales you want? Could you be doing better than you cur-
rently are?
You have taken the pressure off by implying you are about to end the call.
This question will flush out a true no. If it is a true no, then say: “Thank
you so much for your time. If you ever want to improve your sales results
dramatically, you can check us out at www.wealthwithoutajob.com.”
If it turns out to have been a knee-jerk reaction, continue to Step 2 of the
sales map.
Andy: Have you ever taken a sales training course before?

Step 2: Get Acknowledgment of Need or Desire by Asking Questions.
Further qualify the prospect in this step.
Determine if the prospect has ever taken something similar.
John: Yes, I have.

If the prospect says no, skip the next few questions and find out more
about his current situation. Ask questions about his results and how he
feels about the results he has produced thus far. This will flush out the
need or desire for the program we are selling.
Andy: What sales training have you taken?

Determine the level of sales training the prospect has—beginner or
advanced.
John: Basic sales training.

This tells you the prospect has spent money on training before. If the
prospect has never purchased any training, find out why it is important
to increase business now. This will reveal how serious he is about
improving himself. If he is not willing to invest in himself now, thank
him for his time and send him to the Web site for information when he
is interested.
Andy: Did you like it?

Determine if the prospect has had a good or bad experience with
previous training.
John: It was OK.

Can’t tell anything by the response so continue to probe further.
Andy: What did you like most about it?

Find hot button: What did the prospect enjoy?
John: I liked the snacks they provided at the training.

Most likely this prospect has had a negative or neutral experience. He
had nothing good to say about the training.
Andy: What did you like least about it?

Find hot button: Search for negatives.
John: The method they taught us was difficult to understand, and

my sales didn’t improve.
Hot button: Difficult process. Also, the prospect may have a moving away
from motivation strategy because he is focused on lack of results. Probe
further to make sure.
Andy: Why did you take that training, and what would you like to
have seen in that training?
Determine the prospect’s motivation strategy for taking the previous course.
Is he moving toward pleasure or moving away from pain? Also discover
any important things that he is looking for. Take notes and listen carefully.
John: I’m tired of being rejected and making so little money. I really
wish I could find a system that is easy to use.
Notice the prospect is moving away from pain. You now know that you
must present your offer to relieve his pain. Don’t focus on the benefits he
will receive by taking the Training, let him know how it will relieve his pain.
This prospect is also concerned about having an easy-to-use system to
generate more sales.
Andy: Let me make sure I fully grasped what you want in a training
program. If you found a sales training program that is an easy-
to-use system that you could get a good feel for and it would help
you get over being rejected, would that be the type of training
course you would be interested in?
We have discovered some ways to serve the prospect and are feeding it
back to him to gain acknowledgment of the need or desire.
John: Yes, that’s it!

The prospect has acknowledged the need. Now we can continue on to
Step 3 of the Sales Map. If the prospect said no or was not sure, you
continue asking questions until you find the need or desire. In some
instances you cannot find a need or desire. If so, thank the prospect for
his or her time and refer the prospect to your Web site. It may be the
wrong time, or the prospect may not be ready.
Step 3: Establish Value Related to the Need or Desire
Andy: We have a training program that is a complete system and is

easy to use. We have a Five-Step Sales Map that gives you a step-
by-step process and helps you know where you are at any point
in the sales process. We spend almost two full days on this map,
giving you lots of practice along the way so you know how to ac-
complish each step. Does this feel like it may be something you
want to learn more about?
We have started to establish the value related to the prospect’s needs,
desires, and hot buttons. Present the product or service in small chunks,
and ask an involvement question at the end. If you keep talking nonstop,
you may lose your prospect.
John: Yes, that sounds great so far. I am getting a good feel for what
you are telling me.
Notice the prospect is using auditory and kinesthetic words (sounds, feel,
telling). Now use both auditory and kinesthetic words to keep your
connection with him.
Andy: Great! This training program will give you an opportunity to

practice selling in a safe environment, and the instructors will
give you immediate feedback so you will be able to tell where you
must improve. We have discovered that getting people involved
and practicing the skills dramatically lifts their sales results. Oth-
ers have told us how much they enjoyed taking the class and how
safe it was to practice working with the tools. Would you like to
have a training where you could practice the skill right on the
spot and get a good feel for the results you can produce?
Continue to build value of the program to serve this prospect using
auditory and kinesthetic language (safe, feedback, tell, lifts, told, enjoyed,
safe, feel) to keep connected with him. Also get him involved at the end.
John: That makes me tingle thinking about this training.

Notice the prospect is using a kinesthetic word now (tingle). To maintain
the connection, change over to kinesthetic.
Step 4: Show How Your Product or Service Fills the Need or Desire
Andy: Fantastic! By attending the Win the Sales Game Training, fol-
lowing the sales map and easy-to-use system, and by getting
hands-on practice in a safe environment, you will stop feeling
burned and rejected and thus improve your sales results. After you
have taken the Win the Sales Game Training and learned how
to use the sales map, how will you feel when you are able to in-
crease the amount of money you have coming in? What will this
allow you to do?
Link the prospect’s needs, desires, and hot buttons to the training
program. Also use his move away motivation strategy to help him make
the decision. The last question links the Training to his feelings (hands-on,
feeling burned and rejected, feel).
John: This program feels like it might be what I have been looking for.
I can definitely see how more money will make my life more
soothing and satisfying. How much does this cost?
The prospect is using kinesthetic and visual word now (feels, looking,
see, soothing and satisfying). Respond by using both systems. The
prospect also sees the value of the service being offered and
responds positively.
If he did not respond positively at this point, you did not build enough
value in Step 3, you presented it in a different representational system
from what the prospect was using, or you did not communicate correctly
the link between value and the need or desire. In the last case, make sure
you have identified the need or desire. Ask the prospect again if perhaps
he is looking for something besides increased income.
Step 5: Close: Handle Objections
Andy: To see yourself get involved in the Win the Sales Game Train-
ing program and grasp all the great tools we use, it will be an in-
vestment of only $500. Most trainings of this caliber will cost at
least $2,500 to $4,000. We offer this program at a fraction of the
cost so everyone can attend and benefit from the information.
Would you like to sign up for the May Training, or would you
prefer the September Training?
This close uses several tools (see, grasp). It uses a contrast in price
comparing it to other seminars, the prospect’s representational systems,
and an alternative choice question is designed so you have a sale with
either answer.
Note: Once you pose the closing question: SHUT UP!!! We can’t
emphasize this enough. Many sales are lost because the person selling
keeps selling instead of waiting for the prospect to answer. You do not
want to be the first person who speaks at this point.
We will cover a few different outcomes for you to learn the process.
1. John: I would like the May Training. The September Training is

too late.
The prospect has purchased. Fill out the paperwork immediately to get
him processed. (Note: Make sure you know and understand the
paperwork fully before you make any sales calls. Practice ahead of time
so you know exactly how to fill it out.)
1. Andy: That’s great! Would you like to make that investment using
your Visa or MasterCard?
Follow through with the payment portion first, then gather any other
information later. Finish the transaction, pat yourself on the back, and
continue to make calls. You have momentum now, and your excitement
will carry over to other prospects you call that day. Take advantage of
this. You are a winner.
2. John: I don’t have the money.

This is a common objection. Objections are a query for more information.
The prospect does not have enough information for him to part with his
money. Notice that he doesn’t say, “Go away. I’m not interested.”
2. Andy: I can appreciate that, and is that a permanent condition?

Here I agreed with the prospect, to take him off the defensive. My next
question interrupts his thinking pattern.
After the prospect answers the question, immediately answer the
objection and go back to Step 3 of the Sales Map and continue to build
value unless the prospect says he or she will buy.
Most likely the prospect objected here because he doesn’t yet
perceive enough value. After you establish the value, continue the process
as before. Go through this loop at least six times before you give up
unless the client gets angry or hostile. Most people give up too soon. You
don’t want to be one of those. The prospect is still interested in finding out
more about what you have.
3. John: That’s too expensive.

Again, this response means the prospect does not understand the value of
what you are offering.
3. Andy: Compared to what?

Answer the objection and determine what the prospect is comparing your
offer to. Be sure to get a specific answer.
Most likely objection is just a smokescreen for an objection your

prospect has not mentioned yet.
Once you find out the real objection, go back to Step 3 of the Sales
Map and follow the flow chart again until you get a yes.
4. John: I don’t have the time.

Time and money are similar objections. Both mean that the prospect
does not value what you are offering sufficiently to give up the time.
No one wants to spend valuable time on something we see no
value in.
4. Andy: I can appreciate that and earlier you told me that your re-
sults are not where you want them to be. Can you afford not to
change what you are doing currently?
Again, we agree with the prospect and use what he told us earlier. Then
wait for his response and go back to Step 3 on the Sales Map.
If a prospect has not purchased what you are selling and you have
gone through the loop and have offered your close at least six times,
refer him or her to your Web site. Most likely you will not be able to
serve this person right now. Don’t waste time. Move on to the next
prospect.
In Sales Dialogue 2, you are Bill Smith, a home improvement

contractor. The purpose of your call is to find out whether your po-
tential customer qualifies for your services and whether you both
would benefit from your personal visit to his or her home. Notice in
this dialogue that the prospect does most of the talking. Bill gets
this result by asking questions and ending each of his comments
with a question. Notice, also, that Bill does not allow himself to be
stuck in making a canned presentation. He engages the prospect by
finding out what matters to him or her and by asking for commit-
ments as the process moves along.
Bill has just completed a kitchen renovation for Mr. and Mrs.
Benson at 12 Country Lane. After the job was done, he asked
the Bensons for the names, addresses, and phone numbers of
friends, neighbors, and associates who might also be interested in
his services.
While taking a break from his work, he walked around the
neighborhood writing down the names and addresses of the people
living in the area and making notes about the houses he saw in the
neighborhood. By using the phone book and directory assistance,

Bill has compiled a list of prospects for cold calling.
In the prospecting portion of your business, it is essential that
you gather lots and lots of prospects, even more than you could
contact. If you have too few contacts, you’ll seem desperate.
Prospective customers will detect that desperation and avoid you.
Obviously the Bensons’ referrals would be easier to connect
with, but we want to use cold calling as an example.
Bill checks the National Do Not Call List to eliminate names
that appear there. Although perhaps not its original intention, this
list will save you time by identifying people who probably won’t buy.
Understand that this is an example only. Selling is far too dy-
namic a process to use canned questions. Use the questions in the
following dialogue as a guide.
Sales Dialogue 2
Bill: Hello, my name is Bill Smith, and my company is offering
home improvements to boost both the comfort and the value of
your home. I just installed a beautiful new kitchen for Mary and
Tom Benson on Country Lane in your neighborhood. It is my
twentieth kitchen so far and I think it is one of my best. Do you
own your home?
Step 1: Right at the beginning, connect with something familiar to your
customer, his or her own neighborhood. Build credibility here by
mentioning your experience and the pride you take in your work. And ask
the most important question: whether the prospect owns a home. If the
answer to this question is no, say thank you and good-bye. Call the next
person on your contact list.
Here you are sorting and looking for qualified prospects.
Bill: Have you ever thought of improvements that could add to the
value and the comfort of your home?
Phrase this question as broadly as possible to increase the possibility of
an affirmative response. Use it to build the connection to the prospect and
to further qualify.
Note: You do not control the other person’s response, so you must
have mental flexibility here. Four possible prospect answers and four
possible responses follow.
1. Prospect: We’ve been discussing finishing the basement.

1. Bill: What would you like to change about your basement?
You are now on Step 2 of the Sales Map. This question is designed to
discover the prospect’s motivation strategy. If you hear answers like “The
basement is a mess, it leaks and there is mildew” or “My wife has been
nagging me about it,” then you can be pretty sure this person has a need
and is moving away from pain as a motivation strategy. If you hear
something like “We want a place for our kids and their friends to hang
out at home” or “I want a space for my business, which has outgrown the
kitchen table,” your customer has a desire and uses moving toward
pleasure motivation.
2. Prospect: We are putting our house on the market next week.

2. Bill: I understand. Has your real estate agent pointed out some
small improvements that could add thousands to your selling
price or help your house to sell more quickly?
Just because you got a negative response is not necessarily a reason to
give up. Be flexible. Try a different approach.
3. Prospect: No, we are not interested.

3. Bill: OK. What about some repairs that haven’t gotten done?
Same as previous example.
4. Prospect: Who do you think you are, interrupting my dinner?

4. Bill: Wow! It must feel terrible to think like that. I hope you feel
better soon. I won’t call again. Bye now.
Some people are like this. Do not allow them to bring you down to their
level of discontent and rudeness. Immediately contact the next person
on your list. If you do not, this negative state will cause you to give
up. Keep calling until you get a positive response before ending the
calling day.
Bill: For most people, their home is their largest investment. What
would be important to you in the improvements you are think-
ing about?
Step 2: Continue asking questions to find the need or desire. At this point,
you have uncovered your customer’s motivation strategy. Next, you want
information about his or her method of internal representation (primarily

visual, auditory, or kinesthetic processing?). Listen carefully for the sensory
indicators. The answer to this question is likely to give you the information
you are looking for. If the prospect answers is, “I would need to see a
detailed proposal with some alternatives,” the processing system is visual;
if the answer is, “It would have to sound right to me,” the prospect is
auditory; or the answer is, “I want the basement to be conformable,” then
the prospect is kinesthetic.
Pay close attention here and take notes. Your prospect is telling you
the standards you must meet to get the sale.
Bill: Have you used a home improvement contractor before? If, yes:
How did that work out?
The answer here provides useful information about the prospect’s thinking
and a useful lead-in for your next comments. Pay close attention to the
prospect. If the prospect had a good experience, then emphasize that he
or she will have a good experience using your service later on in the
presentation. If the prospect had a bad experience, probe further to find
out what happened. Use this description later to help the prospect
understand how you will handle it differently so the bad experience
won’t be repeated.
Bill: Have you considered doing this project yourself?

Bill has been burned by a do-it-yourselfer who took the ideas and design
Bill drew up and did the work himself. In general, it is useful for you to
learn about alternatives prospects have considered and discarded to
understand the precise nature of their needs and desires.
Bill: So I am not wasting your time, do you have financing available

for this investment?
Bill will spend an hour in travel time for this appointment and several
hours at the prospect’s house. This question is designed to discover how
serious the prospect is about renovating the basement. The good
connection Bill made with the prospect at the beginning facilitates
discussion of potentially sensitive issues like payment.
Prospect: How much will this cost?

Since you are paying close attention, you notice that the question has not
been answered yet. So answer the prospect’s question and then ask yours
again, in a different way.
Bill: That is impossible to say without looking at your basement. Af-

ter our meeting, I can (show you)(tell you) (give you a feel for)
several different alternatives. I have refinished many basements.
One was a $20,000 job and some were as low as $6,000, but I
won’t quote you a price until you know what you are getting, so
you can make an informed decision. In any case, the renovation
will be a much better investment and much more economical
than renting office space. Wouldn’t you agree?
The sentence about office space links to the prospect’s already stated
desire. This is Step 4 of the Sales Map. Bill has made a good point
here and has been talking for a long time, so he pauses to ask a
question.
Bill: Quite often my customers use a home equity line of credit for
improvements that raise the value and the comfort of their
home. Is that something that you might consider?
It is far too early to be closing the sale and far too early to be
concerned about exactly how the prospect will pay for the project. First
build the value of what you are offering. You are looking for willingness
on the part of the prospect to discuss financing possibilities. If the
prospect is unwilling, you may have a suspect (a person with no
intention of buying).
Bill: What is your time frame for completing this project?

Bill wants to make sure he can meet the prospect’s requirements regarding
time and also is checking to see whether the prospect has a sense of
urgency about it. If the prospect has little or no urgency, Bill gives the
preparation of this price quotation a low priority.
Bill: Let me give you an idea of how I prefer to work. I will pay you a
visit at your convenience so (I can show you some alternatives
for your basement) (I can tell you about some possibilities for
your basement) (you can get a feel for the alternatives). I will
(show you) (tell you about) (toss around) alternatives to fit your
budget.
Would Thursday at 8:00 P.M. or Saturday at 10:00 A.M. be
more convenient for you?
Take charge by offering alternatives convenient for you. This alternative
question leads to the prospect saying yes either way.
Bill: OK, I look forward to meeting with you.

Fast-forward to personal appointment at the prospect’s home.
Bill is prepared with an attractive photographic portfolio of before-and-
after pictures of several of his past basement renovations. Each bears
the name, address, and phone number of the homeowners who have
consented to serve as references for him. Bill phones the day before
and leaves a message confirming the appointment.
Bill: Hi, Mr. Prospect. Thanks for meeting with me today. I like this
neighborhood. Your lawn looks great. How do you keep it so
green?
Notice that Bill starts at the beginning of the sales map, reestablishing his
connection with the prospect. Anytime there is a gap in time between
conversations or meetings, always go back to Step 1 of the Sales Map
and build the connection. If you don’t, you will have a difficult time
making the sale. Remember, people like doing business with people like
themselves. Don’t you?
Bill: Now, I remember when we spoke on the phone, you men-

tioned the importance of using your basement for your busi-
ness. Is that still the case?
Can we take a look at it?
Bill has summarized his previous conversation and informally checked
whether the prospect still has the desire mentioned on the phone. This is
Step 2 of the Sales Map. If, in the interim, the customer has taken a job
outside his home, for example, Bill wants to know this right away. This
doesn’t necessarily mean he has lost the sale; the prospect may have an
alternate reason for renovating his basement. Make sure you know what
the need or desire is and have the prospect acknowledge it.
(After looking at the basement, they return to the kitchen table.)
Bill: Do you have an idea how you want the finished basement to
look and feel?
Here Bill is linking ahead to the prospect’s desire. This is Step 4 of the
Sales Map. Bill shows the prospect samples of paneling and flooring
material based on prospect’s taste.
The prospect chooses the materials he wants, and Bill returns to the
basement to take measurements.
This is Step 3 of the Sales Map. Bill builds value by helping the prospect
pick the materials and illustrates what it will look like, thus specifically
identifying the value that Bill adds to the job.
Bill: I will be presenting you with a detailed price quotation. Now,

do you have financing available for the project, or do you
want me to suggest reliable financing sources I have worked
with before?
Prospect: I have a line of credit I can use for this.
Anyone in a business offering high-ticket, custom products or services
quickly realizes the importance of qualifying any prospective customer as
precisely as possible.
By failing to do so, you waste time and energy preparing customized
proposals and designs for people with no intention or means to buy. In his
initial call Bill has already asked questions about paying for the
renovation.
Bill: It will take me a couple of days to prepare the price quote for
your new basement office. I can deliver it to you on Tuesday or
Wednesday at 7:00 P.M. Which would be more convenient?
Again offer the prospect a choice, either of which means he or she has
accepted your offer.
Bill remains quiet until the prospect agrees to the time for the next
meeting.
Prospect: Can’t you just mail it to me?

Bill: No, because I want to be able to answer any questions you have.
Prospect: Wednesday would be better.
This is a test close and is Step 5 in the Sales Map. If the prospect is not
ready to make a decision at this point, ask more questions.
Bill: Will you be in a position to make a decision at that point?

Fast-forward to closing meeting.
What do you think would happen if Bill were to arrive and say something
like, “I am afraid to tell you that your basement will cost you $8,000?”
Do you think he would make the sale? Of course not. Then Bill goes
through the features of his price quote before naming his price.
Remember to use Step 1 of the Sales Map. You must reestablish a

connection with the prospect. If you do not, you risk the chance the
prospect will decline your offer.
Bill then goes through Step 3 of the Sales Map to build the value of
what is being offered before presenting the price. If the value was not
established first, it will not matter how little Bill’s quote is. Anything will
seem too much.
Bill: This includes the complete waterproofing system we discussed

with a five-year guarantee, the tile we discussed in gray for the
floor (showing sample). This has a five-year guarantee. I did not
include the imported tile, which you said you did not want, be-
cause it would have added $2,500 to the price. But it does in-
clude the knotty pine paneling. OK?
By going through the different features with the prospect and showing
samples, you get the prospect and his or her senses involved in the
process. This will build emotional ties to what you are offering.
Bill: The quotation works out to $7,100. I can start work as soon as
Monday. Are you ready for your new basement office.
The last sentence is the closing question, even though we don’t use a
question mark. Bill knows to state it like a command, so his voice goes
down instead of up at the end of the sentence. Practice your closing
question. Say, “Get off the couch.” Use the same downward pitch at the
end of the sentence you would use in saying that to your beloved pet.
Then practice it with your closing questions.
1. Prospect: How about $6,900?

Bill has read and understood the information in Chapter 11 about
negotiation, so he has left himself some wiggle room in his price
quotation. Earlier he established $6,600 as his rock-bottom price. He
also knows that if he agrees to the prospect’s lower offer without getting
anything, even something small, in return, the prospect could be
motivated to go even lower.
1. Bill: You have a deal at $6,900, but it would require a deposit of

60 percent. Can I get a check from you.
Use the same downward inflection of your voice on this closing

question, too.
2. Prospect: Not so fast. I don’t think I will be ready for you to start
then.
2. Bill: OK, my schedule is clear starting on September 15. Can we
agree on September 15, or would October 1 be better for you.
Use the same downward inflection of your voice on this closing
question, too.
2. Prospect: September 15. I’ll get my checkbook.
Professional Telephone Affirmations

• I love to talk on the phone.
• I forgive my mother (father) for disapproving of me for talk-
ing on the phone.
• Now that I am grown up, I can make all the phone calls I want.
• It is OK for me to phone people.
• It is OK for me to interrupt people.
• It is OK for me to bother people.
• It is OK for me to argue with people.
• I’ve been hung up on before.
• It is OK for me to pretend that approval has value.
• “No” means I decline your offer, I love you, I admire you, I re-
spect you, and I am open to future offers.
• The phone company is my friend.
• The phone company wants me to use the phone.
• The telephone is my most valuable business tool.
• I love to pay my phone bill.
• I can call whoever I want.
• I love talking about ( ).
• I love telling people about ( ).
• Everyone I talk with is greatly interested in ( ).
• Anyone who can afford a telephone can obviously afford what
I am offering.
• The people that I talk with can make up their minds quickly.
• It is OK for me to say “I don’t want to talk with you any
longer.”
• I always have time for my phone calls.
• Learning to sell is much easier than commuting.
• I live in a safe and friendly (universe) (state) (city) (town)

filled with people who support my purpose and give me what I
want.
• I am proud of what I have to offer people.
• Now that I am grown up, it is OK for me to ask strangers for
money.
• It is OK for me to pretend that selling is difficult.
• Sales is a highly pleasing career for me.
• I have nothing to lose and everything to gain by selling.
• I’d rather put up with a little discomfort than struggle with my
crummy job.
Sales Affirmations
• I love to sell.
• I love my clients and they love me.
• My customers buy from me whether they like me or not.
• Even though I have fears, reservations, and a few other limit-
ing notions, I feel successful at selling.
14
PUTTING IT
C H A P T E R
ALL TOGETHER
INTO A PLAN
A plan is the natural mental response we experience to any chal-

lenge. People can learn to use their natural creativity to develop
planning ability. Avoid common problems by planning and use
the five essential elements of any plan.
P lans are important. You could say that your current situation is
the result of many plans you chose in the past, both consciously
and unconsciously. Typically, the unconsciously chosen plans cause
those results that are less than pleasant. Here you will learn to make
conscious plans to accomplish goals that are expressions of your
true purpose.
In our Trainings, participants apply the methods in this chapter
and develop a written plan for an income-increasing project of
their choice, the skills to carry it out, and the ability to plan any ad-
ditional projects.
Planning is not taught in school, but it is easy to learn once you
deal with common mistakes and misconceptions.
A goal without a plan is a dream that won’t come true. Failure
to plan is planning to fail. Sure, dreams sometimes come true all
by themselves, but this mostly happens in the movies. In real life,
a goal is most often accomplished by carefully planning it out
and then following the plan, adjusting for new information and
249
250 Putting It All Together into a Plan
unanticipated events as they occur. Having your planned activi-

ties laid out all the way to the fruition of your goal aids you in fo-
cusing on the task at hand; writing your plan frees you from
having to remember all the steps involved.
Planning is easy because everyone has a natural ability to do it.
Earlier we mentioned that feelings are an increase in physical en-
ergy in response to a challenge. Your body automatically provides
the energy you need to deal with any challenge. Similarly, a plan re-
sults from the natural increase in mental energy in response to a
challenge. Whenever you are confronted with a challenging prob-
lem, your mind naturally begins to figure out and evaluate various
solutions. The planning method you will learn in this chapter
builds on your mind’s natural ability.
For example, if you are driving to work and a tire on your
car goes flat, your mind immediately begins to make a plan to
minimize the lateness of your arrival. You may consider abandon-
ing the car and taking a taxi, changing the tire yourself, or tele-
phoning for a repair service to help you. None of these
alternatives is perfect. Each has different disadvantages. There is
no ideal solution. The best choice depends on your personal val-
ues about punctuality and money, as well as the resources avail-
able to you.
Written plans are not required even for complicated tasks if you
have done them before. The first time you give a formal dinner
party for 10 guests, you would want to plan it out in detail and write
your plans down to ensure that you remember everything. After giv-
ing a few successful dinner parties, you wouldn’t need the written
plan anymore. At this point your plan might consist only of a guest
list and a menu.
A written plan is required to accomplish any significant goal
that is new to you. The bigger the project, the more you need a
plan. The more people involved, the more you need a plan. The
length of the plan depends on the complexity of the job. The plan
of the Apollo project to send men to the Moon and return them
safely filled many, many thick books.
Go back to the SMART goals you made in Chapter 8 and choose
one of these to make your plan. You will miss the very important
emotional involvement if you don’t pick a goal that matters to you.
The challenge of the plan is to create a map or a path from where
you are now to the destination you desire.
Common Problems with Planning 251
Common Problems with Planning

By far, the most common difficulty people have with planning is
fear. But there are also:
• Too much focus on numbers
• Inadequate access to creativity
• Plan’s lack of harmony with your true purpose
Planning is scary. It’s about the future, so you should expect fear to
be present. This is normal. You may have intense emotions about
events in your personal history, but those emotions are probably
sadness or resentment. Those events are over. Fears are about
things that haven’t happened yet. Remember, the fear is there to
help you deal with the challenge. Don’t avoid it. Let it help you by
letting the fear be OK. (Refer back to the hairy elephants in Chap-
ter 7, if necessary.)
Too much focus on numbers is a common problem. Many
times, if you ask business managers for their plan, you will be pre-
sented with a detailed spreadsheet that lays out anticipated receipts
and expenditures. Unfortunately, this is not a plan; it cannot serve
as a guide to action. The spreadsheet is a budget only. A budget is a
good thing to have, but it is not a plan.
A budget can measure the progress of a plan’s execution, but by
itself it does not serve as a guide to the sequential action required
for success. A plan does that. Clearly an understanding of the num-
bers is an important part of a plan, but more is required for success.
Another common problem is inadequate access to creativity. A
plan is about the future. The logical, analytical function of your
mind is best suited for analyzing the cause and effect of what al-
ready exists. Because the future doesn’t exist yet, the analytical por-
tion of your mind is poorly equipped to deal with it.
Your mind’s creative function is best equipped for dealing with
the future. If you use the analytical part of your mind to design
your plan, you will inevitably become stuck. When the participants
in our Training sessions make their plan, we tell them it’s very
easy to know when you are stuck. You gaze off into the middle dis-
tance, most often glassy-eyed and slack-jawed, awaiting inspiration
to come along to guide you. “Don’t hold your breath waiting for
inspiration,” we advise. Instead, put your creativity to work imme-
diately. The Discovery Writing technique from Chapter 8 is ideally
suited to planning. Start by using these topics to make lists that

can help you.
• 20 early steps in my plan
• 20 people who could help me
• 20 people who have done something similar before
• 20 places I could look for information
• 20 ways I could avoid the next step altogether
• 20 things I know could never work
Making such lists enables you to access the creative function of
your mind and then call on your analytical function to evaluate the
alternatives.
Still another problem is a plan’s lack of harmony with your true
purpose. It is difficult to get very excited about expressing your in-
herited purpose. You didn’t choose it, so the amount of satisfaction
it can deliver is severely limited. Purpose, values, goal, and plans
function in a hierarchy like a chain of command or an organiza-
tional chart. Your true purpose is a statement of how you intend to
express your most important values. Each goal becomes a specific
expression of your purpose and each plan is a method to accom-
plish that goal. Figure 14.1 presents the hierarchical chart.

Which Goals Do You Plan For? 253
Dealing with Time

Any plan is somewhat similar to a schedule. In a plan you are estab-
lishing priorities about time.
Most parents decide time issues for their children. My mother
(PL) fed me on a schedule given to her by the pediatrician. It was
always a rush. She shoveled in the food faster than I wanted it.
Later, when I mastered the spoon, she told me that I ate too fast. (I
know, tough childhood.) I concluded that other people make the
decisions about time and speed, that they do so in an inconsistent
manner, and that my preferences about time and speed are less im-
portant than theirs.
You do not need an experience like this to convince you that
other people are in charge of time. Most parents put their children
to bed when the parents are tired. In school, other people deter-
mine the schedule; determine how many years you must attend to
reach graduation. Military training, of course, takes this to an ex-
treme. At a job, your employer determines your work schedule,
time off, and vacations. You may influence the schedule a little, but
the negotiation is probably not on an adult–adult basis.
To succeed with planning, you may need to place yourself in
charge of time. The interactive affirmation process in Chapter 9
can help with this a great deal.
Which Goals Do You Plan For?

During the next five years, changes will occur in your life. Who will
decide what these changes are? Will they be changes you made or
things that happened to you? If you have no goals and no plans to
carry them out, the changes are likely to be determined by some-
one else or by outside forces. You will not be satisfied with changes
you do not consciously ask for. This is the magic of goals. If you al-
low yourself to think about it, there are many, many things you
want: things you would like to accomplish, changes you want in
your relationships, in your health, things you want to learn. Having
written goals gives you the opportunity to make the improvements
you prefer.
Goals focus your time and energy on those desires that are most
important to you. Without goals, it is easy to waste time and energy
on things that don’t matter very much. (Television and surfing the
Web are currently popular time-wasters.) Another possibility is that
someone else, with a clearer sense of purpose, will hire you to aid in
accomplishing his or her goals. Whether this is satisfying for you de-
pends on whether that person’s desires are in harmony with yours.
The prevalence of the Thank Goodness It’s Friday (TGIF) mentality
indicates such harmony is infrequent.
Requirements of a Plan
Time management is actually a misnomer. You don’t really manage
time, but rather your activities. All the time management courses in
the world will not help very much if you don’t have an organized
and detailed approach for using your creativity to solve problems.
Without this, your efforts will lack focus and direction and are likely
to be driven by the desires of others.
Perfectionism and Creativity Are Natural Enemies

There is no such thing as a perfect plan. Do not wait for yours to be
perfect before you begin working to achieve it. There is not even a
best plan. There is a wide variety of ways to accomplish any goal.
Different plans will work better for different people. Even after you
have written your plan, you’ll be changing it from time to time to
accommodate new information and unanticipated events.
Five Requirements for a Successful Plan

There are only five requirements for a successful plan.
1. It must be written.
2. It must be in chronological order, starting now and continu-
ing all the way to the end.
3. The completion of each step must leave you ready to begin
the next step.
4. It must be in harmony with your values and your true pur-
pose.
5. It must include personal growth activity.
If you are like most people, you already have some plans.
Some may be written in detail, and others may be vaguely formu-
lated. Use the requirements just listed to improve any plans you
have already made. You may discover that you want to discard
some of those plans because they are no longer in harmony with
your true purpose.
Five Requirements for a Successful Plan 255
Let’s consider the requirements for a successful plan in more

detail.
PLANS MUST BE WRITTEN

Writing your plan makes the result more real in your mind and im-
poses a degree of rigor and thinking it through like nothing else
does. Having it written enables you to make the changes that will be
necessary in an organized manner. Having the plan in written form
also facilitates checking it for completeness, making improvements,
communicating steps to others in a timely manner, and, most im-
portant, detecting as early as possible the effect of any changes on
future steps. Using a computer is convenient because the plan is
then easy to modify.
PLANS MUST BE IN CHRONOLOGICAL ORDER

Your plan must begin now. (Well, tomorrow morning may be soon
enough.) If your plan does not take you from your current situation
to your desired result, then it is most likely a dream that will not
come true. Do not delay starting for any of the million or so reasons
why it seems better to wait until you have:
• More money saved
• Paid your bills
• Raised your self-esteem
• Gotten married, divorced, whatever
There is magic to beginning. The boldness becomes energizing
and self-fulfilling. If you are not willing to begin immediately, you
are procrastinating. Right here at the beginning of the planning
process is the time to deal with your priorities. Either your goal mat-
ters to you or it doesn’t. If it doesn’t matter enough to begin to take
action, then you are much better off forgetting about it for now and
putting your time and energy into some other goal that matters
more to you. This does not make you a bad person or lazy.
Nevertheless, it will be no easier for you to deal with your own
resistance, self-limiting patterns, upsets, or other emotional con-
flicts next week. It only seems so. There is no time like the present.
Make up your mind now. Choosing is not complicated. Thus, it is
better for your peace of mind to discard a goal for now than to in-
sist that you should do it, while at the same time taking no action.
Your plan must take you all the way to the end. If, for example,
your goal is to buy a new car and pay cash for it, then the final step
must be you handing over the cash to the car dealer and driving
home from the car lot.
COMPLETION OF EACH STEP MUST LEAVE YOU READY TO BEGIN THE NEXT ONE
This requirement ensures that your plan is complete. If your plan is
complete from beginning to end, then the accomplishment of each
step places you in a position where you are ready to begin the fol-
lowing step. Such is the nature of steps. If this is not the case, there
are steps missing in your plan. Knowing this, you see where steps
must be added to make it complete. It is much better to find out
ahead of time that steps are missing than to discover at the last mo-
ment that you have forgotten something.
PLANS MUST BE IN HARMONY WITH YOUR VALUES AND YOUR TRUE PURPOSE
If you are not certain about your true purpose, you will spend your
time and energy expressing the purpose of someone who is. Per-
haps you notice that you have made little or no progress on some
plans that you have already made or are working on. It is difficult to
accomplish something that is not in harmony with your values and
your purpose because of the internal conflicts.
PLANS MUST INCLUDE PERSONAL GROWTH ACTIVITY

By “personal growth,” we mean any activity that enhances your peace
of mind, your emotional well-being, your creativity, or that helps you
to resolve the conflicts from your past. The accomplishment of any
significant, long-held desire will change you—not your essence, but
your perception of yourself, others’ perception of you, and your per-
ception of others. In this way, accomplishment contributes to your
personal development. It is hard for people to make significant ac-
complishments unless they resolve internal conflicts that hold them
back. Any sort of personal growth activity that aids you directly in the
resolution of internal conflicts and childhood conditioning is certain
to facilitate your accomplishment of any significant project.
Sample Plan
Here is the beginning of a sample plan someone wrote to expand a
proofreading and editing business. This plan is modeled to include
the four distinct business processes from Chapter 10:
1. Finding prospective customers
2. Presenting your product or service, so prospects buy
Sample Plan 257
3. Producing your product or service, delivering it and collect-

ing payment
4. Follow-up
Date Purpose Activity

Jun 12 Get business license, checking
account, and merchant VISA
account
Jun 14 Prospecting Research magazines to reach writers
and publishers with advertising
Jun 14 Closing Update answering machine’s
outgoing message
Jun 15 Prospecting Write my elevator speech for use in
phoning
Jun 15 Prospecting Write out what to say about my
prices
Jun 17 Prospecting Start phoning local advertising
agencies
Jun 17 Personal Write daily Power Affirmations to
enhance my sales results
??? Closing Respond to ad agencies that are
interested
Jun 18 Prospecting Research Internet to find publishers
who need proofreaders
July 19 Prospecting Place ads in magazines
July 20 Prospecting Make calls to magazines and
book publishers (during lunch
hour)
Undated Producing Research various kinds of
proofreading software
Undated Referrals Solicit existing and past customers
weekly for additional business from
them or those they know
Clearly there are holes here to be filled in once the business

gets rolling and work for customers must be scheduled. Neverthe-
less, this a good basic plan; not much more is required to get
started.
When you start making your plan, you only have two known
points: the starting point and the desired destination. You go
through the planning process to map out the best route for you. Re-
member that there are thousands of ways to accomplish anything.
Your plan doesn’t have to be perfect. Be determined about your
goal and flexible about your plan. Besides serving as a guide for ac-
tion, a plan increases in your mind the possibility of success.
QUICK PLANNING METHOD

As mentioned, goals and plans are different. A goal answers the
question What? and a plan answers the question How? In this
exercise you put your goals and plans in a Quick Planning
method you can use every day to keep yourself moving.
Copy the following chart or use the space provided.
Massive Action
20 steps to
accomplish my
desired outcome Desired Outcome Why?
1. _______________
2. _______________
3. _______________
4. _______________
5. _______________
6. _______________
7. _______________
8. _______________
9. _______________
10. _______________
11. _______________
12. _______________
13. _______________
14. _______________
15. _______________
16. _______________
17. _______________
18. _______________
19. _______________
20. _________________________________________________________
First, fill in the center column, “Desired Outcome,” using one of your
SMART goals. Be sure to include the completion date.
Summary of What You Learned 259
Next complete the “Why?” column. Write down how you will feel
when this goal is completed. Actually feel it in your body. Make the sensa-
tion even more intensely pleasurable now. See the job done and hear the
sounds of celebration. Who says you must wait for celebration? Celebrate
now! Go ahead, it’s OK.
Next set your timer for two minutes. In the “Massive Action” Column,
write down 20 steps that move you closer to your desired outcome. If you
have not done the warm-up lists described in Chapter 8 at least once, go
back and do these now. They help you learn how to silence your analytical
mind. Remember, write as fast you can. Do not think while you are making
this list. Think only after the list is done. Make your list now! No procrasti-
nating. You’re doing great! Now keep up your momentum.
Now that your list of 20 steps is done, circle those that actually move
you toward the result you want.
Completing Your Plan

If your desired outcome is a significant goal, then the circled items
on your list represent only the beginning of a plan. Copy the circled
items on to a separate sheet of paper in chronological order. A plan
is complete when finishing each step places you in a position to be-
gin the next step.
Look over your chronological list of activities that move you to-
ward your desired outcome. Check to see that all steps move you
forward. If there are gaps, where one step does not leave you ready
to begin the next, then use Discovery Writing to create the missing
steps. Keep going until your plan is complete and meets the criteria
described in this chapter.
Summary of What You Learned

We left the method for making your plan to last, so that you had the
chance to learn the methods we presented. By learning the meth-
ods and gaining confidence in using them, you will make bolder
and more decisive plans.
Now it is time to review the skills and information you have
learned.
In Chapter 4, you learned the benefits of accepting responsibil-
ity for your results. You also learned how results are caused by be-
havior and behavior is caused by your internal state of being, which
in turn you control by changing your physiology and psychology.
Additionally, you built a powerful and reliable motivation strategy
with the Baseball Diamond method.
In Chapter 5, you learned the three steps to change awareness,

acceptance, and action. In Chapter 6, you declared the purpose of
your life so you have greater satisfaction and sense of direction. In
Chapter 7, you learned to develop a more empowering relationship
with your feelings by understanding that they exist as an increase in
energy in response to a challenge. In Chapter 8, you established
SMART goals and learned how to perceive time more productively,
the power of changing your perception of unpleasant past events to
reduce their emotional impact, and to use your creativity. You also
created a business definition. In Chapter 9, you learned to cultivate
the thinking that moves you ahead with Power Affirmations, and
Chapter 10 presented the basic elements of a successful business.
In Chapter 11, you learned about the obstacles that may have
prevented you from successful negotiation in the past, and in Chap-
ter 12, you learned what to listen for in sales situations and how to
tailor your communication most effectively for each person you
deal with. In Chapter 13, you learned the benefits of learning to sell
in the kiddy pool and the Five-Step Sales Map to guide your deci-
sion making and communication when selling.
None of this information will produce results for you unless you
take massive action. Massive action means more than is required.
Herein lies a significant benefit of doing work you love. Massive ac-
tion would be drudgery in work you don’t like.
Meet the Authors Every Week

You are not alone. Even after you have finished reading, we are
available to help and answer questions. Join us on the phone for
our weekly teleclass where we present topics in this book (and some
that are not) and answer your questions. There are monthly special
guest speakers.
This class has been packed since day one. Call in early to reserve
your spot. You may call in with questions as early as five minutes be-
fore the hour.
The free weekly eZine is available to you at:
www.wealthwithoutajob.com
So is the Entrepreneurs Country Club, the Internet-based,

members-only club with an exclusive discussion board and lots of
special offers and discounts.
Meet the Authors Every Week 261
Every Wednesday Night!
9:00 P.M. Eastern

8:00 P.M. Central
7:00 P.M. Mountain
6:00 P.M. Pacific
4:00 P.M. Hawaiian (in winter)
Call 646-519-5860 ID: 2791#
or
212-461-5860 ID: 2791# at the times above to listen in.
Gain valuable practice with the methods in this book and with
others that do not lend themselves to written presentation by at-
tending the Wealth Without a Job full-day course FREE. As our way
of saying thank you to our readers, we reserve a limited number of
free seats at each Wealth Without a Job course. First come, first
served. Find the schedule and get your free ticket at the Readers
Section of our Web site, www.wealthwithoutajob.com. The Readers
Section is password protected. To access it you must enter:
Username: reader
Password: iwantmore
We look forward to meeting you.
ccc_laut_appx_263-266.qxd 7/8/04 12:28 PM Page 263
A P P E N D I X
HOW TO
FEEL BETTER
INSTANTLY
WITHOUT YEARS
OF THERAPY
O ur minds do not relate to reality directly. Instead, we interpret

reality through a variety of internal prisms and filters, or internal rep-
resentations. We constructed these representations from our past ex-
perience and from conclusions we reached, as well as from what
people told us about life and about ourselves. In many cases, the inter-
nal representations that you use to interpret reality are not conducive
to your maximum effectiveness, happiness, and resourcefulness. Why?
Some were constructed during childhood, when your power and au-
thority were limited by the constraints of other people who controlled
your life back then. Also, some of the important internal representa-
tions that shape your behaviors and outlook were constructed in re-
sponse to a crisis. Even though the crisis is over, the one-time intensity
of the associated emotion tends to hold your conclusion in place. It is
as if some part of your mind believes that the conclusions made from
a past emergency situation are necessary for survival.
Information reaches our mind through our five senses:
1. Seeing
2. Hearing
3. Kinesthetic (feeling)
4. Tasting
5. Smelling
263
264 Appendix
Remember that your mind is busy interpreting reality during all of

your waking hours. Everywhere you go, you take yourself with you.
In many of the exercises, we ask you to recall past experiences
and the visual, auditory, kinesthetic, taste, and smell memories that
go with them. In our Training sessions, sometimes participants tell
us, “I can’t visualize very well. I always have trouble with it.” Change
this internal representation immediately by noticing the degree to
which you are able to visualize. Everyone has had an experience
like this one: You go to a party with a friend. You excuse yourself to
visit the rest room and, upon your return, you are able to find your
friend. To do so, you must visualize what your friend looks like
when you return and scan the crowd to find a person whose appear-
ance conforms to your internal representation. Even if your inter-
nal image is somewhat faulty—if you remember the friend wearing
a blue outfit and actually he wore a gray outfit—you can still find
him. Our internal representations are almost never perfect; they
don’t need to be. If seeing Paris were the same as visualizing it,
surely fewer people would go. Even after you have visited Paris, your
internal representations of it do not precisely express how it looks.
Sometimes in our Training sessions people say, “I can’t imagine
that.” This is not a matter of ability but rather of willingness. Your
mind has the capability to imagine anything. It is completely free to
think anything. Even better than anything you have imagined be-
fore—or worse, too, for those who want to go in that direction.
Two steps in increasing your ability to visualize and to gain ac-
cess to the internal representations you have recorded from all of
your senses are:
1. Notice the ability you already have.
2. Increase your willingness for your mind to be free.
HOW TO FEEL BETTER INSTANTLY WITHOUT YEARS OF THERAPY

The past is over. It doesn’t exist except in your mind. Most people
remember each past event in only one way. How we remember
the past determines how it affects us today. Even though you can-
not change the content of the past, you can change how you remember it
and, thus, change how it affects you. People do this unintentionally all the
time. For example, I (PL) served in the military during the Vietnam War. In
those days, members of the armed forces complained about military life,
constantly counting the days until their discharge. Today, many of the same
people remember that same military experience fondly.
Appendix 265
VCR VISUALIZATION METHOD

This is a powerful and speedy technique to change your per-
sonal representations. You may have only one way to represent
these; here we will give you a new way. Take the time and do
the exercise now.
You have in your mind a VCR. This VCR is superior to any of the VCRs
generally available, which record only sights and sounds. The VCR in your
mind is able to record feelings, tastes, and smells, as well as sights and
sounds. We’ll be using this internal super-VCR.
Now, recall a mildly upsetting event from your personal history and
rate the intensity of the upset on a scale of 1 to 10.
Note: If you are doing this exercise for the first time, do not choose the
worst thing that ever happened to you. It is much easier to learn this and
other techniques as well as in this book when you start with something
easy and then progress. Learn the techniques first. Then apply them to
more dramatic experiences. Your results will be greatly enhanced.
Imagine yourself seated in an empty theater. Make this experience as
real as possible. Imagine the chair holding you up, its arms supporting
your elbows, and the empty screen before you. Once you have this, move
your point of view to the projection booth. From the projection booth, look
down and see yourself seated in this empty theater.
In the projection booth there is a super-VCR that records all the sights,
smells, sounds, feelings, and tastes on the theater screen.
Now, on the screen let yourself see the movie of this past event you
have chosen while at the same time recording on the VCR everything that
appears.
Include on the tape the sounds related to this event—the things you
said, the things others said, and the background noises, too. Notice the
details of the sounds, including loudness, pitch, and tone. Notice and
record any internal dialogue you experienced as the event unfolds.
Record the sights—what you saw of the event as it unfolded, recalling
colors and textures.
Record the feelings you experienced and perhaps even those you think
others experienced. Notice how the feelings changed as the event un-
folded—how they changed in intensity, in location, in temperature or in
any other way. Also notice and record how your body position or posture
changed as the event unfolded.
Record also any tastes or smells associated with this event and how
they changed in nature and intensity as the event unfolded.
Now play this tape you just recorded in your mind in reverse chrono-
logical order (from end to beginning) and notice how you feel about it.
Now take the same tape and play it in reverse chronological order a
little faster than normal speed (from end to beginning). The people talk
266 Appendix
backward, walk backward, and even drive backward. Everything hap-

pens in reverse. Notice how this feels.
Now take that the tape and play it in reverse two or three more times,
except faster than normal speed. Not so fast that it is blurry, but fast
enough so that the movement is jerky like an old Charlie Chaplin movie.
Notice how this feels. It should take you no more than five seconds for
each reverse playing of the tape.
Now recall the event normally. Rate the intensity of the experience
again from 1 to 10. Repeat until the intensity is reduced to 1 or 2.
If you do not experience a dramatic reduction in the intensity associ-
ated with your memory of the past event, take a careful look at the tape to
find out what you omitted. Likely you omitted input from one of your five
senses. Then make a more complete tape and redo the visualization. You’ll
experience a significant reduction in intensity.
ccc_laut_ata_267-272.qxd 7/8/04 12:28 PM Page 267
A B O U T T H E A U T H O R S
Phil Laut
Phil Laut is the world’s foremost teacher of
money psychology. In 1979 he brought to
international attention the link between a
person’s thoughts, attitudes, and feelings
and his or her bank account. This oc-
curred with the publication of Money Is
My Friend, the groundbreaking best-seller.
Money Is My Friend has sold more than
400,000 copies in seventeen foreign lan-
guages: Chinese, Croatian, Czech, Dutch,
French, German, Hungarian, Icelandic,
Italian, Korean, Portuguese, Russian, Ser-
bian, Slovak, Slovenian, Spanish, and Turk-
ish, as well as in English.
He has taught thousands of people to free themselves from the
shackles of limited thinking, regardless of its origin, and led them
to the income they want from satisfying work. Find out about his
unique Emerging Entrepreneur Consulting Program. He has
taught in more than sixteen countries throughout the western
hemisphere, Europe, and the Pacific Rim. Before involving himself
in the personal growth field, Phil was a financial controller at a ma-
jor U.S. computer manufacturer. During the Vietnam War, he
served as commanding officer of a Coast Guard patrol boat. He is a
graduate of Harvard Business School and the U.S. Coast Guard
Academy. Phil lives in Charlotte, North Carolina.
267
268 About the Authors
Andy Fuehl
Andy Fuehl, author of Profiting in
Turbulent Times is a sought-after
teacher and consultant who helps
people create effective entrepre-
neurial businesses. Andy believes
that a well-trained entrepreneur
can achieve success in any eco-
nomic condition.
Andy has worked extensively
with Phil Laut in devising and pre-
senting their Wealth Without a Job
workshops internationally. He has
dedicated his life to instructing in-
dividuals in the use of Performance Enrichment Technology to
achieve excellence both personally and professionally.
Andy earned an MS from Illinois Institute of Technology and is
a Certified Neuro Linguistic Programming, TimeLine®, and Hyp-
notherapy Master Practitioner. He resides in Phoenix, Arizona, with
his lovely wife Tamar.
Contact us both:
info@wtmgame.com
1-888-258-4282
Live Trainings
All our trainings are highly interactive. Lecture is kept to a mini-
mum while exercises, role-playing, and laboratories provide a true
hands-on learning experience.
Win the Money Game

This training is specifically designed for new entrepreneurs and
people concerned about job security in today’s uncertain economy.
It is a jam-packed two-day course where you will learn to:
• Enhance your entrepreneurial skills and mind-set

• Identify and overcome obstacles that have held you back
• Understand your feelings and channel them for success

• Build the motivation that will move you ahead
Each participant returns home with a written plan to accom-

plish the moneymaking project of his or her choice, the skills to
carry it out, and the ability to plan additional projects.
Win the Sales Game

This intensive two-day program is designed for entrepreneurs and
sales professionals who want to excel. You will master the Five Step
Sales Map. With one-on-one guidance and practice, you will learn
to develop a true understanding of what motivates your prospects
and how to use that knowledge to increase your success ratio. With
our exclusive sales laboratories, you gain practice in the safe envi-
ronment of the training and return home to confidently use what
you learned.
Wealth Without a Job

Our full-day workshop is designed for anyone who wants a guided
tour of how to apply the information in this book to his or her per-
sonal and professional life.
You will learn to:
• Free yourself of performance limiting past events

• Appreciate the boundless possibilities of free enterprise
• Place the responsibility for your financial success in the right
hands—yours!
• Discover why you’ll have greater satisfaction and more money
with your own business.
Visit www.wealthwithoutajob.com for additional information.
Books
Money Is My Friend by Phil Laut—The world’s best book about
money because of its unique emotional approach. 400,000 copies
sold and printed in 18 languages.
270 About the Authors
Profiting in Turbulent Times by Andy Fuehl and Brad Hoeck—Dis-

cover the dynamic relationship among environment, behaviors, ca-
pabilities, beliefs, identity, and vision. See how you can leverage
these factors to achieve your own pinnacle of success.
Audio Programs for Car or Home

Fill your drive time with positive messages. You’ll be surprised how
listening to uplifting, success-oriented messages can prime you for
excellence.
Money Masters II—Eight CD set recorded live at Breakthroughs

to Success Training in Los Angeles. Learn from Phil Laut, Jeffery
Combs, Lisa Kitter, Jerry Clark, Anne Sermons Gillis, David
Martin, and Frederic Lehrman. Top wealth creation experts
guide you toward a new understanding of the role money plays in
your life.
Prosperity Mind-Set—Cassette tape with Phil Laut—For network mar-

keters, independent businesspeople and anyone who works for
him- or herself.
Money Is an Intentional Creation of the Mind with Phil Laut—Two

hours recorded live at the Unity Church in Minneapolis. This pro-
gram will teach you how anyone can learn to sell, and how your
thoughts and feelings determine your bank balance.
AUDIO TAPES AND CDS FOR HOME USE ONLY

These audio programs are not recommended for vehicle use be-
cause they require a high degree of listener involvement.
Why Wait: Hypnosis for Selling with Active Confidence (Two CD set) by
Andy Fuehl and Douglas Raymond—Sales superstars use Active
Confidence. Boost your results quickly and easily by making your
selling anxiety free.
Earn, Receive, and Accumulate Money with Sean Collins—Unique Dual

Channel Recording Technology produces rapid advancement in
your income.
Principles of Personal Financial Success with Phil Laut—The ulti-

mate in internal organization, this program will get your pur-
pose, goals, and plans organized in a manner that makes you
unstoppable.
Entrepreneurs Companion Set (Two CD set) Mind-set Affirmations for

vehicle listening and dual channel affirmations for home listening.
Visit www.wealthwithoutajob.com for additional information.
ccc_laut_ind_273-278.qxd 7/8/04 12:28 PM Page 273
I N D E X
Acceptability standards, 170 Birth experience analogy, 113–114

Acceptance: Birth without Violence (Leboyer), 113
of anger, 125–126 Blame, 31–35, 77–78
in change dynamics, 63–66 Bonds, in family dynamics, 80–82
of desires, 91 Boundaries, in family dynamics, 81–82
of shortcomings, 169–170 Burnout, 16
Achievement, 93 Business model:
Action, components of, 66–67 business process, 180–181
Action plans, 45–46 hiring strategies, 181–182
Addictions, 17, 59, 84 network marketing, 182–183
Affirmations, 6. See also Power affirmations prospective customers, 180
Ah-ha moments, 62 top-down view, 179–180
Analytical mind, 135–137 Business opportunities, recognition of, 143–144
Anger, 112, 121, 124–126 Buy and hold strategy, 23, 26
Answering machines, 229
Anxiety, sources of, 6, 56, 94, 119, 211 Career, Power Affirmations method, 176
Associated position, in perception, 109–110, Career development, 16–17
155, 194–195 Cause and effect, 31–33, 121
Attorney, functions of, 190–191 Certainty, 68
Auditory representational system, 201, 203, Change, benefits of, 12. See also Change
206–207, 224, 232, 235, 240, 263–264 dynamics
Authority figures: Change dynamics:
Authority Size method, 103–104 addictions, 59
perceptions of, 101–103, 171 cause and effect, 31–33, 121
Authority Size method, 103–104 control factor, 52–53
Awareness, importance of, 62–63, 111, 260 creativity, 34–35
excellence, physiology and psychology of,
Bad habits, 17 42–44, 57
Baseball Diamond method, 50–52, 95, 132, internal sensory representations, 54–57,
199, 224, 259 113, 154
Behavioral flexibility, 41 massive action, 45–46
Belief system, 72 mastery, 38–40
Belligerence, 160 motivation, 46–52
273
274 Index
Change dynamics (continued) problem-solving and, 139–140

optimal learning state, 36–38 sources of, 137, 220
perceptions, 56–59 suppression of, 134–135
productive strategy, 34–36 Credibility, 162
responsibility, 33–34
state of being, 53–54 Decision-making skills, 90, 126–127
success factors, 40–42 Decisiveness, 3
Charitable contributions, 3. See also Defensiveness, 160
Philanthropy Defiance, 179
Childhood, generally: Defined benefit pension plans, 23
conditioning, impact of, 71–72, 76–78, 92, Defined contribution pension plans, 23
170 Deletions, 58, 76
rules, 82–86 Denial, 78, 170
sexual abuse victims, characteristics of, Dependency, 9
81–82 Depression, sources of, 35, 56, 69, 91
Closing process, 227, 242, 245 Desire(s):
Cold calling, 228–229 acceptance of, 91–92
Communication skills: acknowledgment of, 226
associated position, 194–195 for control, 163–164
dissociated position, 194–196 fulfillment of, 227
importance of, 193–195 limitation of, 142
information representation, 201–206 prioritizing, 92–93
language, 194, 205 Determination, 125–126
other person position, 196 Discovery Writing method, 140–143, 251–252
Perceptual Position exercises, 195–197 Dissatisfaction with job, 14–15, 35
perceptual positions, 195–199 Dissociated position, in perception,
prospective customers, contact with, 109–110, 155, 194–196
199–201 Distortions, 58–59, 76
speaking speed, 206–207 Dot-com bubble, 23–24
Competition, 106 Dow Jones Industrial Average (DJIA), 22–24
Complaints, 17, 35, 105 Dual-income couples, 21
Conditioning, 3–4. See also specific types of
conditioning Economic conditions:
Conflict: growth, 19–20
goal-setting and, 148 media, impact on, 21–22
resolution, 188, 197 terrorism, impact on, 24–26
Conscious Competence, 39–40 U.S. stock market, 22–24
Conscious Incompetence, 39 wage decline, 20–21
Contribution, 68 Educational system, 10
Control factor, 52–53 Elevator speech, 230
Corruption, 117 Emotional dynamics, 33–34
Counterproductive strategy, 35, 95, 106 Emotional intensity, implications of, 109,
Creativity: 125, 194, 212–214, 221, 263–266
benefits of, 133, 137 Emotional motivation:
clarifying a business, 143–144 Baseball Diamond strategy, 50–52, 132,
commitment and, 138–139 199, 224, 259
Discovery Writing method, 140–143, external motivation, 48–49
251–252 importance of, 47–48
goals and, 144–146 life purpose and, 95
importance of, 10, 15, 34–35, 133–134 self-motivation, 48–50
Learning to Ask Better Questions Emotional overload, 212–213, 230
method, 137–138 Emotional reactions, 172
planning process and, 144–145, 254 Emotional system, design of, 121–122
Index 275
Emotions: Flexibility, mental and behavioral, 41

Emotional Resolution method, 109–110 Focus, 67–68, 138
emotional system, design of, 121–122 Follow-up, in sales process, 181
fear, dealing with, 128–129 Forgiveness, 65–66, 115
feelings, 119–126, 172 401(k) plan, 23
guilt, 114–119 Frankl, Viktor, 53
impact of, 107–108, 125–126 Free will, 113
intensity, see Emotional intensity
No More Procrastination method, 127–128 Gandhi, Mohandas, 198
struggle and, 110–114, 120 Generalizations, 58, 76
Empowerment, sources of, 6, 32–34, 53, 64, Global economy, see Globalization
68, 101, 126, 176 Globalization, impact of, 27–30
Energy, sources of, 118–119, 122 Goal(s):
Entitlement, 74 accomplishment of, 133, 172
Entrepreneurship, nature of, 2 certainty about, Filing Cabinet method,
European Union, 29 156–157
Excellence: hierarchy of, 94–95, 132, 252
characteristics of, 43–44, 57 importance of, 45–46, 132–133
perceptions of, 105 perceptions of, 146–147
physiology and psychology of, 42–44 planning for, 253–254
External motivation, 48–49 power affirmations and, 172–173
External reality, 55 SMART, 147–150, 154–156, 224, 250, 260
eZine, 260 timeline for, 154–156
unconscious, 131–132
Failure, fear of, 96 Greed, 211, 221
Fairness, 74–75 Greenspan, Alan, 21
Family, generally: Growth, 68
bonds, 80–82 Guilt:
boundaries in, 81–82 defined, 114
dynamics, 80 impact of, 91–92, 96, 105, 211
roles, 85–88 Power Affirmations method, 176
rules, 82–86 suppression of, 118
Fault, 32–33 types of, 115–117
Fear: unresolved, 114–119
dealing with, 6, 10, 12, 66, 128–129, 211–212 Guns-and-butter strategy, 24
response to, 198 Gustatory representational system, 201,
sources of, 95–96, 108, 112, 125, 127, 211, 263–264
220
Federal Reserve, 21 Health, Power Affirmations method, 177
Feedback, importance of, 121–122, 197 Helplessness, 73–74, 110–113, 126, 168
Feelings: Higher power, 100–101. See also Religious
acceptance of, 63–64 beliefs
conflicts about, 122–123 Hiring strategies, 181–182
defined, 119
design of, 121–122 Improvements, impact of, 139
emotional reactions, 172 Incentives, 199
interpretation of, 52 Information resources, 260–261
meaning of, 122, 126 Inheritance, 2–3
powerlessness over, 119–120 Inherited purpose, 76–77, 81, 89, 95
response to, 123–125 Internal reality, 54–55
VCR Visualization method, 265–266 Internal representational system:
Filing Cabinet method, 156–157 impact of, 54–57, 113, 154, 206–207
Finance, Power Affirmations method, 176 VCR Visualization method, 265–266
276 Index
Intimacy, 79 societal guilt about, 115–116

Inversion, 169 vocabulary, 72–75
Money Is My Friend (Laut), 182, 214–216,
Job satisfaction, importance of, 9, 11–12, 218, 220–221
14–16, 84. See also Dissatisfaction with job Morality, 92, 115, 117
Job security, 8, 13–14 Motivation, sources of, 40, 46–52, 68–69, 176
Johnson, Lyndon, 24 Moving-away motivation, 46–49, 95, 132,
199–200, 207, 211, 234
Kinesthetic representational system, 201, Moving-toward motivation, 41, 46, 199–200,
203, 205–206, 224, 232, 235, 240–241, 207, 211
263, 265
Nasdaq Composite, 24
Learning process, 1–2, 39–40. See also Need(s):
Optimal Learning State acknowledgment of, 234
Leboyer, Frederick, 113–114 assessment, 75
Life purpose: fulfillment of, 227
clarity of, 99, 131 Negative attitude, 35–36
declaration of, 94–97, 99 Negative mind-set, 17
importance of, 89–90, 92 Negative thinking, 35
money and, 93–94 Negotiation:
Purpose of My Life method, 97–99 benefits of, 185
Life satisfaction, 90–91 with children, 191
Limitations, self-imposed, 111–112, 146, conflict resolution, 188
160, 222 experience evaluation, 187–188
Loss: matrix, 186–188
dealing with, 124 rules of, 189–191
fear of, 96 skills development, 17, 83
Lotteries, 3, 139 Nest egg, 4
Love, 68 Network marketing, 182–183, 216–217
Low-cost products, 219–221, 230 No More Procrastination method, 127–128
Luck, 3, 115, 146 Noble purpose, 76, 90, 94
Lying, 162–163
Objections, in sales process, 227
Man’s Search for Meaning (Frankl), 53 Olfactory representational system, 201, 206,
Massive action, 45–46 263–264
Mastery, 38–40 Optimal Learning State:
Materialism, 2, 15 benefits of, 36–37
Media, economic news and, 21–22 exercise in, 37–38
Mental flexibility:
development of, 41 Parental guilt, 115
power affirmations, 160–177 Parents:
promotion quiz, 159–160 conditioning from, 72, 75–78, 96, 179
Midlife crisis, 99 relationship with, 79–80
Mind-set, significance of, 3, 17. See also view of, 80
specific types of mind-set Part-time employment, 16
Mind structure, 61–62 Passion, 123, 126, 143
Money, generally: Peer group influences, benefits of, 105–106
desire for, 91–96 Perceptions, impact of, 56–59, 63
emotions and, 107–108 Perceptual positions, 195–199
family conditioning, 71–72, 96 Perfectionism, 59, 111–112, 136, 139, 170, 254
as motivation, 14–15 Permission, sources of, 100–101
parental teaching about, 72, 75–78, 92, 96 Personal growth, 256
perceptions of, 67–68, 107–108 Personal history, 64–65, 80–81
Index 277
Personal power, 31–32 Public speaking, 180

Persuasion skills, 210 Purchasing power, 19–20
Philanthropy, 104–105 Purposelessness, 106
Phone phobia, 63
Planning, see Action plans; Plans Questions, in sales process, 226, 229,
common problems with, 251–252 232–233
goal-setting, 253–254 Quick Planning method, 258–259
importance of, 249–250
Quick Planning method, 258–259 Rage-aholics, 56, 125–126
skills development, 17 Rapport-building strategies, 226, 232
time frame and, 253 Rebellion, 84–85, 100
Plans: Receiving, 221–222
action, see Action plans Regret, emotional response to, 119
completion of, 256, 259 Rejection, 83, 160, 211, 218, 220, 234
chronological order of, 255–256 Relationship(s):
requirements for, 254 with boss, 83–84
sample, 256–258 with parents, 79–80
success factors, 254–256 Power Affirmations method, 176
written, 250, 255 Religious beliefs, impact of, 170–171, 176
Posttraumatic stress disorder (PTSD), 117–118 Religious guilt, 116–117
Poverty, 2, 35 Repetition, of affirmations, 163
Power, generally: Representational system(s):
affirmations, see Power affirmations; conversion exercise, 205–206
Power Affirmations method exercise in, 203–204
control strategies, see Authority figures types of, 201–203
Power affirmations: Resentment, 65, 73–74, 116
benefits of, 160–162, 172, 224, 228 Resourcefulness, 112, 125–126, 224
changing, 172–173 Responsibility, importance of, 3, 31–34, 52,
control and, 163–164 54, 64, 131, 259
formulation of, 162–163, 169, 172 Revealed: Hidden Strategies of a Real Estate
lying to yourself, 162–163 Tycoon (de Roos/Fuehl), 8
nonresponse to, 168–169 Revenge, 64
repetitive, 163 Righteousness, 67–68
responses to, 167–170 Risk:
Sample Set of 10, 165–166, 173–175 misperception of, 12–14
selection factors, 164–167, 175–177 of rejection, 83
writing guidelines, 167, 169 Risk-taking behavior, 3
Power Affirmations method, 133, 228 Robbins, Tony, 45
Powerlessness, 119–120
Power of Perception method, 108–109 Sabotage, 146
Pricing strategies, 73–75. See also Low-cost Sadness, 112, 124
products Sales ability, evaluation of, 212–213
Problem-solving skills, 139–140 Sales dialogues, sample:
Procrastination, 12, 67–68, 127–128 prospecting, 239–247
Productive strategy, 34–36 sales process, 230–239
Profiting in Turbulent Times (Fuehl), 8, 165 Sales Map:
Prospective customers: components of, 193, 222–227
building rapport with, 226, 232 sales dialogues, 230–247
initial contact with, 199–201 Salespeople:
sources of, 180, 228–229 common mistakes made by, 214–215
Prosperity mind-set, 59, 173 likes/dislikes exercise, 210
Prover, characteristics of, 41, 72 Security, as motivation, 5
Psychological dynamics, 33–34 Self-acceptance, 91
278 Index
Self-benefiting mind-set, 3 Struggle:

Self-destructive behavior, 84 impact of, 110–113, 120
Self-determination, 96 origins of, 113
Self-empowerment, 34, 53 patterns of, 114
Self-esteem: Success factors, 40–42
impact of, 191 Suppression, 118, 122, 126
Power Affirmations, 170, 175 Survivor’s guilt, 117–118
Self-expression, 118, 211
Self-motivation, 48–50 Technology, applications of, 14
Self-promotion, 227–228 Technophobia, 14
Self-regulation, 181 Telephone sales, 228–229, 239, 246–247
Self-talk, 137, 224 Terrorism, war on, 24–26
Selling: Thinker, characteristics of, 41, 72
conventional wisdom about, 209 Threats, emotional response to, 119
emotional dynamics of, 211, 214 Three p’s strategy, 35–36
emotional intensity in, 212–214, 230 Time, Power Affirmations method, 176
getting started in, 216–219 Timeline, modification of, 152
guidelines for, 229–230 Time perceptions:
low-cost products, 219–221, 230 empowerment of, 152–153
mistakes in, 214–215 types of, 150–152
objections in, 227 Toastmasters Club, 4
persuasion skills, 210 Training, in sales, 216, 220
prospects, 228–229 12-step programs, 47, 59
receiving, 221–222
Sales Dialogues, 231–247 Uncertainty, 68
Sales Map, 222–227 Unconscious Competence, 39–40
script, 223 Unconscious Incompetence, 39
as self-expression, 211 Unconscious mind, 61–62
self-promotion, 227–228 Unconscious motivation, 46, 96
skills development, 17 Unemployment, 4–10
success factors, 219–220 U.S. stock market, influential factors,
telephone sales, 228–229, 239, 246–247 22–26
30-day course in, 216, 220 Unwarranted perfectionism, 170
uncomfortable feelings about, 211–212 Upset, sources of, 35, 56
Sensory acuity, development of, 41, 44
Sensory awareness, 37–38 Value system, 15, 68–69, 92, 104, 256
Set of 10 method, 165–166, 173–175 VCR Visualization method, 265–266
Shame, 91 Vietnam War, 24–25
Shortcomings, 169–170 Vision, importance of, 5–6, 153
Side business, benefits of, 9 Visualization, 100–101
Significance, 68 Visual representational system, 201, 203,
SMART goals: 206–207, 224, 240, 263–264
characteristics of, 147–150, 224, 250, 260 Vulnerability, 4
development of, 150
timeline for, 154–156 Wage decline, 20–21, 29–30
Societal conditioning, 179 War, economic impact of, 24
Societal guilt, 115–116 Wealthy people, personal characteristics of, 3
Source of Sources, 117 Well-being, 33, 126, 162
Spending habits, 15 Where Are All the Customers’ Yachts? (Schwed), 24
Spirituality, Power Affirmations method, 175 Win the Sales Game/Win the Money Game
Stagnation, 68–69 Training, 231–238
State of being, 53–54 Work, benefits of, 14–16, 119
Stress, response to, 123–125, 172 Written plans, 250

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qxd 7/9/04 8:19 AM Page v

John Wiley & Sons, Inc.

From the participants who attended our Trainings and learned

“I had a belief that I didn’t deserve to be rich, that I couldn’t

“Last year my sales were extraordinarily off. I was very con-

“I am a singer and a saxophone player and I work in a band.

“I had been relatively successful, but it was hit or miss. I was a

“I am making more money than I ever have in my life. And I

“You taught me that I can be the cause of everything in my

“At the beginning, I was pretty resistant—still hanging onto

John Wiley & Sons, Inc.

Chapter 1 Earning the Income You Want from Work

Chapter 2 The Old Methods No Longer Work

Chapter 3 What the Global Economy Means to You 27

Chapter 4 The Emotional Dynamics of Change 31

Chapter 5 Three Ingredients to Effective Change:

Chapter 6 Your Recovery from a Good Upbringing 71

Chapter 7 Stop Wasting Your Energy 107

Chapter 8 Your Mind Is Not a Democracy 131

Chapter 9 Mental Flexibility for Peak Performance 159

Chapter 10 Overall Business Model 179

Chapter 11 Negotiation 185

Chapter 12 Secrets of Compelling Communication 193

Chapter 13 Learning to Sell the Easy Way 209

Chapter 14 Putting It All Together into a Plan 249

About the Authors 267

W e extend our heartfelt thanks to the many people who have

T his is a book about know-how.

What to Do If You Are Unemployed

on a daily basis and made it more clear and detailed in my mind. I

sidered this a gift of freedom to earn the money I desired and do

• It can increase your job satisfaction by reducing dependency

INCOME YOU WANT

12 Earning the Income You Want from Work You Love

of tiredness is far healthier and results from expending mental and

What Change May Be Like for You

FIGURE 1.1 Misperceptions of Risk

When we contemplate any new situation, we tend to magnify the

14 Earning the Income You Want from Work You Love

Use Technology to Speed Up and to Multiply Your Work

Do Work You Love

Do Work You Love 15

16 Earning the Income You Want from Work You Love

ternal success or ﬁnancial results. Unless your chosen work is very

today’s turbulent job market, the entrepreneurial skills in this book

THE OLD METHODS

F igure 2.1 presents a startling graph showing the purchasing

20 The Old Methods No Longer Work in Today’s Economy

FIGURE 2.1 Average American Wages, Adjusted for Inﬂation

perienced previously unknown peacetime growth rates, which most

The Economy and the Media 21

centage of women with young children entering the workforce.

The Economy and the Media

TABLE 2.1 Percentage of Women with Child

22 The Old Methods No Longer Work in Today’s Economy

performance in line with their expectations would not en-

This article appeared on page 3 of the Business Section of the

The U.S. Stock Market—Psychology and Prognosis