Business Personality Ghazal Alagh

1.1 Life Story

Ankit Agarwal is the founder of "Phool", an Indian company that

produces eco-friendly incense and packaging products using flower
waste. Here is a brief summary of his life story-

Ankit Agarwal was born in Kanpur, Uttar Pradesh, India in 1991. He

completed his schooling in Kanpur and then pursued a Bachelor's
degree in Chemical Engineering from the Indian Institute of
Technology (IIT) Varanasi. After graduation, he worked as a research
analyst at a consulting firm in Mumbai for two years before quitting
his job to pursue his entrepreneurial dream.

Figure 1.1
In 2017, Ankit founded "Phool" with the goal of tackling two problems- the environmental damage
caused by flower waste and the health hazards posed by the use of synthetic incense products. He
came up with the idea of using flower waste from temples and mosques to produce eco-friendly
incense sticks and packaging products. The company uses a patented process that involves mixing
flower waste with natural binders and essential oils to create incense sticks that are free of harmful
chemicals.

hool has since grown into a successful social enterprise that employs over 300 women from rural
areas of Uttar Pradesh and Rajasthan to collect flower waste from temples and mosques. The
company has also partnered with several organizations to provide training and employment
opportunities to women from underprivileged communities.

Ankit's innovative idea has won him several awards and accolades, including the prestigious Forbes
30 Under 30 Asia 2019 award in the Social Entrepreneurs category.

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 1.2 Introduction of Company

Kanpur Flowercyling Pvt. Ltd., which was created in 2017, is the owner of the Phool brand. Since
that time, 11,060 metric tons of temple garbage have been recycled. Eventually, the business was
divided into HelpUsGreen and Phool.

It is reported, that in South Asia itself, about eight million tons of flowers are thrown into rivers each
year for religious purposes. Therefore, this is causing the river Ganges, which provides drinking
water to over 400 million people, to become more polluted. To help reduce the pollution, Phool came
up with the idea, 'flowercycling' to become the solution to the massive temple waste problem in
India.

Phool is an Indian biomaterials startup that is doing its part in cleaning up the river Ganges by
collecting the flowers from temples and mosques dumped into the river and recycling them to
produce more eco-friendly products. It is a for-profit company that works with Dalit women to
upcycle floral waste into high-margin products including incense sticks, organic compost, and a
biodegradable substitute for Styrofoam.

Phool endeavors to divert this harmful waste from the Ganges, thereby enhancing the health of the
river, by collecting more than 4 tones of floral waste daily from temples in Uttar Pradesh.
Phool belongs to the recycling industry. It is quite clear that due to the high population density and
growing industrial activity, which are producing large volumes of debris, both perilous and non-
hazardous, India's waste management market is expanding at a healthy rate.

On the development note, these recycling industries are yet to get the right set of exposure in
technology. As per sources, only 30% of the country's 75% recyclable garbage is being recycled.
This poor way of waste management in the nation is caused by a variety of factors, such as a lack of
effective infrastructure and inadequate regulations for garbage collection, disposal, and recycling.
The waste management sector in India has enormous potential, if only they are given innovative
solutions, then India could become the primary reason for reducing waste in the rivers and oceans.
Phool belongs to the recycling industry. It is quite clear that due to the high population density and
growing industrial activity, which are producing large volumes of debris, both perilous and non-
hazardous, India's waste management market is expanding at a healthy.
2
1.2.1 Business Model
The business model of Phool is a circular economy model. It encompasses both B2B and B2C
business models. The company's business is to collect flowers and convert them into diverse products
such as organic vermicompost, incense sticks, soap, vegan leather goods, and other biodegradable
packaging materials.

The R&D department of Phool is their greatest asset. Technical entrepreneurs find fulfillment in
developing new goods and finding solutions to issues. Their main focus is to worry about how to
create a product rather than commercialising their products.

The products at Phool are handcrafted by women from vulnerable backgrounds who go to collect
flowers from the temples, giving them the source to earn livelihood themselves while managing the
waste issue.
Some of the products by Phool are also made using Tulsi, or holy basil, seeds, which are impregnated
in seed paper and ink simulated from vegetable dyes to developed compostable packages.

The user only needs to unfold the paper, bury it in a pot with dirt, water it frequently, and watch the
seeds grow into a Tulsi plant after using the incense or flowers.
Customers who buy these compostable packages can post pictures of their plants and receive product
discounts by scanning a QR code on the pack, which directs them to a microsite.

One of the other major product ranges by Phool includes vermicompost made from 'mitti', which
means mud. This mitti is an enzyme and nutrient-rich mineral shot that energises the soil. The entire
production of 'mitti' is produced using biological methods, has no carbon imprint, and is devoid of all
chemicals and carcinogens.

On the development note, these recycling industries are yet to get the right set of exposure in
technology. As per sources, only 30% of the country's 75% recyclable garbage is being recycled.
This poor way of waste management in the nation is caused by a variety of factors, such as a lack of
effective infrastructure and inadequate regulations for garbage collection, disposal, and recycling.

3
 1.2.2 Funding and Investors

In total, Phool has raised $9.4M in investment across 4 rounds. The company had announced that the
Bollywood actress, Alia Bhatt is one of the investors of the company.

Here's what Alia Bhatt said about her investment, "Phool incense stands out for its fine natural
fragrances and amazing packaging. I admire the founder's vision of making incense and bio-leather
from recycled flowers that contribute to keeping our rivers clean, creating a humane alternative to
leather, and providing employment to women in India's heartland."

Phool is also backed by the Indian Institute of Technology, Kanpur. The institute has helped the
company grow since its early days.

Date Funding Round Amount Investors

April 4, 2022 Series A ₹605M Sixth Sense Ventures

October 7, 2021 Seed Round Undisclosed Alia Bhatt

Indian Angel Network, The Draper

August 27, 2020 Seed Round $1.4M Richards Kaplan Foundation, and IIT,
Kanpur

April 03, 2019 Non-equity Assistance - -

The waste management sector in India has enormous potential, if only they are given innovative
solutions, then India could become the primary reason for reducing waste in the rivers and oceans.

1.2.3 Social Responsibility

Phool has employed women from the local villages who used to be manual scavengers. Before
joining Phool, these women used to earn their bread and butter by removing human waste from dry
latrines and sewers, loading it into cane baskets, and bringing it outside the village to be disposed of.
Today, these women are proud of joining Phool, where they have secure bank accounts and access to
safe and healthy drinking water and toilets and earn over Rs 7,000 per month.

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1.2.4 Key Milestones
There have been 11,060 metric tons of temple garbage flowercycled till date. 73 households who
used to work as manual scavengers, now make at least six times as much money after being
employed by Phool.
Phool has impacted 365 families by raising living standards and ensuring steady earnings. After
joining Phool, mothers of 19 children who previously worked as manual scavengers have begun
enrolling them in school.
1.2.5 Awards and Achievements of Phool
Phool has received several international recognitions as follows-

• United Nations Young Leaders Award for Sustainable Development Goals

• United Nations Momentum of Change Award at COP 2018
• Asia Sustainability Award 2020, Hong Kong
• Alquity Transforming Lives Awards, London
• Breaking the Wall of Science, Berlin
• Wharton India Economic Forum
• BIRAC Innovator Award 2021 for FLEATHER by The Hon’ble Vice President of India Shri
Venkaiah Naidu Ji

Figure 22

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1.3.1 Achievements of Ankit Agarwal

Ankit Agarwal, the founder of "Phool" has achieved several accolades

and recognition for his innovative idea of producing eco-friendly
incense and packaging products using flower waste. Some of his notable
achievements are-

Forbes 30 Under 30 Asia 2019 award in the Social Entrepreneurs

category- Ankit Agarwal was recognized by Forbes for his contribution
to society through his eco-friendly venture, Phool.

United Nations Young Leaders Award- In 2020, Ankit Agarwal was named as one of the 17 young
leaders for the Sustainable Development Goals (SDGs) by the United Nations. He was recognized for
his work towards achieving SDG 12, responsible consumption and production.

India Innovation Growth Programme (IIGP) 2.0- Ankit Agarwal's Phool was selected as one of the
top 50 startups under the IIGP 2.0 program, a joint initiative of the Department of Science and
Technology (DST), Government of India; Lockheed Martin Corporation; Indo-US Science and
Technology Forum (IUSSTF); and Tata Trusts.

Business Today's Coolest Startups in India- In 2020, Phool was featured in Business Today's list of
Coolest Startups in India.

CII Industrial Innovation Award 2021- Phool was

recognized by the Confederation of Indian Industry (CII)
with the Industrial Innovation Award for its innovative
technology in the waste management and circular
economy category.
These are some of the major achievements of Ankit
Agarwal and his company Phool, which have made a
positive impact on society and the environment.

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1.3.2 Challenges
As an entrepreneur and founder of Phool, Ankit Agarwal faced several challenges along the way.
Some of the challenges he encountered are-

Figure 24
• Lack of funds
One of the biggest challenges faced by Ankit Agarwal was the lack of funds to start his
business. Initially, he had to use his personal savings and borrow money from family and
friends to get the company off the ground.
• Finding the right team
Ankit had to search for people who shared his vision and were passionate about the
environment and sustainability. Finding the right team with the required skills and experience
was a significant challenge.
• Scaling up production
As the demand for Phool's products grew, Ankit faced challenges in scaling up production and
ensuring consistency in quality.
• Dealing with regulatory challenges
As Phool's products were eco-friendly and made from natural materials, Ankit had to navigate
through regulatory hurdles and ensure compliance with regulations.
• Managing supply chain
Managing the supply chain and ensuring a steady supply of flower waste from temples and
mosques was another challenge for Ankit. He had to build relationships with the temple
authorities and coordinate with the local collectors to ensure a steady supply of raw materials.
Despite these challenges, Ankit Agarwal persisted and overcame them to build a successful social
enterprise that has made a positive impact on society and the environment. His journey is one full of
challenges and an inspirational one to learn how to overcame them effectively and efficiently.

1.3.3 Learnings
Ankit Agarwal's journey as the founder of Phool offers several valuable learnings for aspiring
entrepreneurs. Here are some of the key learnings-

• Solving a real-world problem

Ankit Agarwal identified a real-world problem of flower waste from temples and mosques and

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 used his expertise in chemical engineering to develop an innovative solution. Entrepreneurs
should focus on solving a real-world problem that can make a positive impact on society.

• Passion and perseverance

Ankit's passion and perseverance towards his vision of creating eco-friendly products was
evident throughout his journey. Entrepreneurs should be passionate about their ideas and be
willing to persevere through challenges.

• Importance of sustainability
Ankit's focus on sustainability and eco-friendliness shows that entrepreneurs can build
successful businesses while making a positive impact on the environment. Entrepreneurs
should consider sustainability as an integral part of their business model.

• Building a strong team

Ankit's success was due in part to his ability to build a strong team that shared his vision and
passion. Entrepreneurs should focus on building a team with complementary skills and shared
values.

• Social entrepreneurship
Ankit's success as a social entrepreneur demonstrates the power of using entrepreneurship as a
tool for social change. Entrepreneurs should consider the potential for social impact when
starting their businesses.

Overall, Ankit Agarwal's journey as an entrepreneur offers valuable insights and learnings for
aspiring entrepreneurs who want to make a positive impact on society and the environment while
building successful businesses.

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 Group Communication

1.2.1 Introduction
Group communication is the act of sending and receiving messages to multiple members of a group.
In a business environment, groups often use this type of communication to exchange ideas, determine
goals and motivate other members. The size of groups can vary, but they typically comprise at least
three members and up to 20 members. Group communication can be beneficial for groups of all
sizes, from smaller focus groups to entire departments. When groups communicate effectively, they
can share necessary information as they work to accomplish mutual goals.

1.2.2 Benefits of group communication

• Providing a way for group members to generate ideas and solutions to achieve their common
goal.
• Encouraging members to make decisions as a group.
• Creating a way for the team to build rapport with one another.
• Establishing mutual respect and understanding among group members.
• To ensure clarity and transparency about goals and expectations.

Figure 1
2.1.2 Group communication channels

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Here are some common types of group communication channels-

• Digital messages
Digital messages sent through email or an online
messaging platform can allow for a more
informal type of communication between group
members as compared with team meetings and
conference or video calls. Through this channel, group members can send digital messages to
exchange ideas, ask questions and communicate their progress.
Figure Because
2 of the instantaneous
nature of the technology, group members can share information more quickly through this
channel than others. This communication channel can also be an effective choice when there is
no clear group leader since everyone likely has the same access to the technology.

• In-person meetings
With an in-person team meeting, a group gathers in one place to discuss their progress toward a
shared objective, identify opportunities for improvement and recognize the work of other team
members. This type of group communication channel can be beneficial for groups with a
clearly defined leader, such as a manager or project supervisor. These leaders can set the
expectations for the meeting, provide an agenda and gather feedback from other group

Figure 4
Figure 3

members.

• Conference calls
A conference or video call functions similarly to a team meeting but allows for remote
10
 employees to join the discussion from wherever they're working. Each group member joins the
call on a conference line or a video conferencing platform to discuss the task. A conference or
video call works well when one person sets up the call to avoid any confusion about when or
how it takes place. This communication channel can also be ideal when a group wants to
communicate with other key stakeholders of the project who may work outside of their
organization.

• Memos
A memorandum, more commonly known as a memo, is a written message that one member of
the group distributes to other members. Memos are a formal type of group communication and
typically provide important information about the group's task. A memo usually follows a
structure similar to a letter, listing the date of the memo, its intended recipients and a subject
line before the message. This type of communication channel can work well when members
who work in the same office need to communicate sensitive or confidential information related
to their project.

• Emails
When there is a need of formal communication
channel, but don’t want to waste time with
scheduling, email is often the best choice. This type
of communication is a great way to send formal
announcements in a structured manner, especially
when sending messages down the chain of command.
Emails are a great replacement for outdated written
Figure 5
communication methods, like letters and memos, as
they offer more security.

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 Memo

Your company kitchen mate which manufactures kitchen appliances has

been awarded a prestigious quality award for both product design and
Service Delivery. You are the CEO of the company you want to communicate
this information to all the employees of the company; you would also like to
use a personality to motivate the employees to continue with the good work.
Write an inter-office memo with a suitable message

Kitchenmate Ltd.
INTEROFFICE MEMO
To : Product & Service Delivery Department
From : Manjeet Chouhan, ( CEO; kitchen mate)
Date : 3 Janurary,2024
Subject : Congratulating employees for prestigious quality award

Dear Employees,
I feel delightened to inform you that Kitchenmate has been awarded with prestigious quality
award for both product design and Service Delivery.
I want to take the time to thank you for the extraordinary job you have been doing for
Kitchenmate lately. You have helped us achieve our goals without any postponements, and this
sets an example for how a project should be handled for maximum benefits.
Also, you did a wonderful job by training your team members on newest trends in the industry
which made all the difference. I'm sure they truly appreciate your leadership. Thank you for
playing such an important role in our company. We are grateful for your great contribution to
Kitchenmate.
Thank You

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Make a field trip to a rural area and observe how people communicate
while conducting business transaction

In rural areas, people primarily communicate face-to-face while conducting business

transaction. They rely on direct verbal communication, using their spoken language to discuss
terms, negotiate prices, and exchange information. Additionally, handwritten documents and
receipts may be used for record-keeping purposes.
As for their sources of communication, in rural areas where access to technology may be
limited, people often rely on traditional methods such as personal visits, meetings, and word-
of-mouth referrals. These personal interactions and local networks play a crucial role in
establishing trust and building relationships within the community.
It’s fascinating to see how these traditional communication methods continue to be an integral
part of business transactions in rural areas, highlighting the importance of personal connections
and face-to-face interactions.
In rural areas, people rely on various sources for conducting business transactions. Some
common sources include:
1. Cash: Cash transactions are prevalent in rural areas, where physical currency is used
to exchange goods and services.

2. Adaptation to Local Resources: Rural areas often rely on local resources for their
business activities. You may witness innovative ways in which people utilize their
surroundings to create products or services unique to the region.

3. Barter System: In some cases, a barter system is still practiced, where goods and
services are exchanged directly without the involvement of money. For example, a
farmer might exchange crops for livestock.

4. Importance of Trust: In rural areas, trust is crucial in business transactions. You may
notice that people prioritize building relationships and trust before engaging in any
significant business deals.

5. Local Markets: Rural areas often have local markets where people gather to buy and
sell goods. These markets serve as a hub for business transactions and provide a
platform for local producers and consumers to interact.

6. Traditional Practices: In some rural areas, you may come across traditional methods
of conducting business, such as bartering or using local currencies. These practices
can provide a glimpse into the historical and cultural context of the region.

13
 7. Cooperative Societies: Cooperative societies or self-help groups are formed by
individuals in rural areas to collectively engage in economic activities. These groups
facilitate transactions and provide support to members.

8. Mobile Banking: With the increasing penetration of mobile phones, mobile banking
services have become more accessible in rural areas. People can transfer money, make
payments, and conduct financial transactions using their mobile devices.

The Role of the Manager in effective business communication

Business communication is no longer about how to write a letter, email or use effective
writing skills. It has also extended to other areas in the business, for example, excellent
relationships within the business. A manager should not only concentrate on successful
communication with its external clients, customers and stakeholders. The employees of the
business actually are internal clients and should also be treated with care. Many scholars
refer to this as internal marketing, a very important feature of good business communication.
Employees’ well-being and work satisfaction play a large role in their productivity and how
loyal they will be towards the business. The role of the manager is to ensure good
relationships with and among employees. A healthy working environment is equally
important. Previous research has indicated that employees also have other career aspirations
than only a salary.
Unhappy employees as a result of poor communication processes in the business can
negatively affect the corporate image of the business and make the business less successful.
The manager of the business should also keep track with changes in society, especially the
ever changing business environment. Communication processes in the business should reflect
these changes.
Anyone involved in management – whether it’s for a large or small company – knows well
the relational complexities involved. Sometimes you have to give criticisms on an
employee’s performance, other times you get the privilege of praising another employee’s
performance. You’re often tasked with overseeing projects both large and small, while
directing a diverse group of individuals and personalities in the process. Needless to
say, communication skills are essential for any management position.
While communication in management is not always easy, you may find yourself having
to work with difficult people, or with unmotivated people. But if you come to the table with
the right tools to do the job, you will have an effective team of individuals proud of the work
they do for you, and you can feel your own sense of pride in developing these key business
relationships in the workplace.

14
 Book Review

Book Name - The Compound Effect Author - Darren Hardy

Year of publishing – 2021, Manjul Publishing House, Macmillan.

About Darren Hardy

Darren Hardy has been at the forefront of the business world for over 25 years now, starting
his first business at the age of 18.
He is a well-established public speaker, a renowned business advisor, and a former publisher
of the highly popular SUCCESS magazine.

The Compound Effect is a book that explains how consistent small actions can lead to
significant success in both business and personal life. Written by Darren Hardy, it provides
practical steps for creating change in one’s life by taking ownership of daily decisions. The
book serves as a guide on how to create real progress in your life.
The Compound Effect by Darren Hardy is a book on the immense power of the compound
effect.
The central message is that small changes applied consistently lead to massive results over
time. The compound effect works both ways, it can also lead to ruin if the habits are bad.
Darren chooses to focus on how you can use the compound effect to your advantage. A must-
read book for anyone struggling to make necessary changes in their life.

15
 Chapter 1 – The compound effect in action

In this book, Darren Hardy, introduces the concept of reaping significant rewards from a series
of small, smart choices. Hardy argues that consistently making smarter choices over a long
period of time is what has made the most successful people in the world successful. He uses
the analogy of choosing between receiving $3 million upfront or one penny that doubles in
value every day for 31 days to illustrate how small changes, done consistently, can make a huge
difference in the long run.

Hardy emphasizes that success doesn’t happen quickly and it’s crucial to keep a long-term
perspective. The second option in the analogy has compound interest, which is similar to how
we can produce compound gains in our own lives by making the correct decisions consistently
over time. To benefit from the fantastic benefits of compounding, Hardy advises readers to be
patient, keep faith and take responsibility for their lives.

Identifying areas where you used to succeed but no longer do due to complacency is also
important. Overall, the key takeaway is that consistent, small changes over time can lead to
significant success.
Darren Hardy starts the book by introducing us to the most crucial concept for the reader to
understand: The Compound Effect. Hardy describes the compound effect as ―the principle
of reaping huge rewards from a series of small, smart choices‖. Hardy argues that consistently
making smarter choices, over a long period, is what made the most successful people in the
world so successful. Consistency is the fundamental principle that runs throughout this book.
Many struggle to achieve success, because people seek instant gratification and cannot sustain
their results. With enough time, Darren Hardy knows he can beat anyone despite not being the
best, smartest, or fastest.
It is due to harnessing the power of the Compound Effect to create good habits that he
constantly applies to be successful in any arena:

The Compound Effect – the principle of reaping huge rewards from consistently taking
small, seemingly insignificant actions over a long period of time
At the moment, the smarter choices feel insignificant but will help you improve your health,
wealth, and relationships over the long term. Darren Harry captures the Compound Effect in
this formula:

Small, Smart Choices + Consistency + Time = Radical Difference

Hardy highlights that success doesn’t happen quickly; for example, after 19 days, you only
have

$5,243. At this point, you might feel like choosing the second option was a bad idea. However,
you have to look at the bigger picture and the long term goal.

16
The second option has a compound interest. We can produce compound gains in our own lives
by making the correct decisions consistently over a long time.

Hardy notes that for us to benefit from compounding fantastic benefits, we have to be patient
and keep faith. Compounding is impacting us every day, so we must use it for our benefit.

Take responsibility for your life

• Write down six positive steps that you can implement in your daily life, no matter how small
• Write down six negative actions that you frequently do, no matter how small, and attempt to
eradicate them.
• Identify areas where you used to succeed but no longer do due to complacency.

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 Chapter 2 – Choices

―If you want to have more, you have to become more. Success is not something you pursue‖

– DARREN HARDY

The first chapter highlighted the importance of the small choices we make each day,
specifically how they compound into much more excellent life outcomes. In this chapter, Hardy
offers guidance on how to get better at making choices.
The author provides insight on how to improve decision making in this chapter. He emphasizes
the importance of moving away from an automatic way of living and instead making conscious
choices. This involves taking responsibility for the relationships and experiences in our lives,
as well as understanding that luck is the result of our own preparation, attitude, opportunity and
actions. To help with this process, Hardy suggests tracking small daily decisions that can impact
our goals, whether positively or negatively. By keeping track of these choices, we can stay on
track towards achieving our desired outcome.
He also stresses the importance of taking immediate action, as the sooner we implement these
changes, the faster they will become habitual and the sooner we will see the rewards. To start
implementing this advice, one can identify an area of their life they want to change, identify
the aspects of this area they are not taking responsibility for and start tracking at least one
behavior related to this area of their life.
By following these steps, individuals can begin to make conscious decisions and see the
benefits of the compound effect in their lives.
Hardy provides a beautifully simple answer. You have to stop living your life on autopilot and
instead start making conscious decisions within your life. It is easy for us to fall into an
autopilot that isn’t conducive to obtaining our life goals. Sometimes we have to actively and
consciously make decisions to stay on track with our goals.
Conscious decision making means that you need to start taking responsibility for the
relationships in your life. Start taking responsibility for the mistakes you made and the lessons
that these mistakes can teach you. Start taking responsibility for your luck; Hardy describes
luck as the sum of an individual’s preparation, attitude, opportunity, and action. Don’t use luck
as an excuse as you have control over your luck.
Start to track all of the small decisions you make on the daily. Do you want to be more
productive? Track how many hours you are working, how many hours you sit on your phone,
and how long it takes you to shower in the morning. Keeping track of the small decisions that
compound you towards or away from your higher goal will keep you on track.
The final thing Hardy suggests is just to start. Start these things now. The sooner you implement
these changes, the faster they will become habits, and the sooner you will reap the rewards.

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The (Complete) Formula for Getting Lucky: Luck is a result of the following
components:

Preparation – the practice and improvement of your skills, knowledge, expertise,

relationships, and resources, allowing you to take advantage of great opportunities
Attitude – your belief or mindset of reframing all situations, conversations, and circumstances
as positive and fortuitous

Opportunity – the natural occurrence of the luck that you create that comes quickly and
unexpectedly
Action – what you are doing about the opportunities that come your way

How can you start doing this?

• Identify an area of your life you want to change
• Identify the parts of this area that you are not taking responsibility for

• Start tracking at least one behavior related to this area of your life.

19
 Chapter 3 – Habits

―Creating new habits will take time. Be patient with yourself. If you fall off the wagon, brush
yourself off (not beat yourself up!), and get back on. No problem. We all stumble. Just go again
and try another strategy; reinforce your commitment and consistency. When you press on, you
will receive huge payoffs.‖
–DARREN HARDY

Before reading this book, your habits are likely formed unconsciously and aren’t guiding you
toward your ultimate goals. Habits are things we do on autopilot, as they have been
strengthened through practice. To take control of your life, you must master your habits. You
must remove your bad habits and create new good habits.
Habits can play a big role in shaping our lives, but often we are not aware of the impact they
have on us. To truly take control of our lives, we must master our habits and make conscious
decisions. This chapter offers guidance on how to do that.
First, it is important to take responsibility for our habits and understand the impact they can
have on our lives. To do this, we must identify a significant motivator for change and set
attainable goals. We should also visualize what success will look like and remove the bad habits
that are holding us back. Then, we can create new good habits that will help us achieve our
goals. To create good habits, we should start as we mean to go on, eliminate barriers, and focus
on what the habit will add to our lives. We should also make the change public, create small
competitions, and reward ourselves when we successfully implement a good habit.
On the other hand, to eliminate bad habits, we must first identify the triggers that cause us to
engage in them. We should then eliminate these triggers from our environment and substitute
the bad habit with a good one that provides similar rewards. We must also decide whether to
change the habit instantly or gradually.

In summary, by understanding the impact of our habits and taking responsibility for them, we
can make conscious decisions that guide us towards our goals. We must eliminate bad habits
and create good habits that will elevate us towards our goals. With the right strategies and
mindset, we can master our habits and take control of our lives.
This chapter breaks each step down to produce helpful habits, via clear and concise lists of
actions.

How can you take responsibility for your habits?

• You must acknowledge the impact that habits can have on your life. Do so by considering the
compound effect spoken about earlier
• You need to identify a significant motivator for why you need to change individual behaviors
• Set yourself attainable goals and visualize what success, relating to these goals, will look like

20
• Remove the bad habits holding you back
• Create good habits that will help elevate you towards your goals

Darren also provides clarification of how you can identify a significant motivator. As an
individual, you have to define your core values. You must also find inspiration that motivates
you; it does not need to be profound; it just has to drive you towards your goals. Finally, you
must set short, compelling, and awe-inspiring goals.

The Power of Consistency

Consistency is crucial for success. Momentum is lost quickly due to inconsistency, as it requires
time and energy to repeated start and stop. You may fall short of your goals due to running out
of personal resources. Maintaining consistency will allow you to progress toward your goals.

To Eliminate Bad Habits:

• Identify your triggers – what, who, when or where are the triggers that kick-off the
behavior you want to stop?
• Eliminate those triggers from your environment – make friction your friend to
prevent undesirable action;
• Substitute with a reward that has the same effect – want to feel good? Call a friend
instead of eating a cookie; and then
• Ease into your new reward – some habits are easier to change by cutting them down
slowly.
• Make a hard change – others are easier to dislodge with a quick decisive tug at the
roots.

To Create Good Habits:

• Start Strongly – your motivation will never be higher than it is on day 1 – start as you
mean to go on;
• Set Yourself Up to Succeed – make friction your friend by eliminating as many barriers
between you and your desired action as possible;
• Thinks Addition, Not Subtraction – focus on what your new habit will add to your
life instead of worrying about what you’ll be losing;
• Make a Public Commitment – create your own peer pressure and use it to steer you
in the right direction;
• Find a Success Buddy – create accountability by checking in with a coach or success
buddy on a frequent basis;
• Set up Some Competition – even the challenge of beating your own streaks and
records can be enough to get you through a tough day; and

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Action steps:
• Identify your three best habits you can learn from, three worst habits you need to stop and
three new habits you want to start;
• Identify your core motivation;
• Practice designing concise, compelling and awe-inspiring goals.

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 Chapter 4 – Momentum

―Some of our best intentions fail because we don’t have a system of execution. When it comes
down to it, your new attitudes and behaviors must be incorporated into your routines to affect
any real, positive change. A routine is something you do every day without fail, so that
eventually, like brushing your teeth or putting on your seatbelt, you do it without conscious
thought.‖
–DARREN HARDY

Creating good habits is crucial for achieving our goals, but it can be difficult to maintain them.
To build momentum and make our habits stick, it’s important to master our daily routines. The
author suggests that by controlling our mornings and evenings, we can ensure we start and end
our days on a strong note. It’s also important to be flexible and adapt our routines as needed.
We should swap out habits that are no longer positively contributing to our overall well-being.
To take control of our habits and actions on a larger scale, it’s helpful to track our rhythms
across weekly, monthly, and quarterly timeframes using a Rhythm Register. This will allow us
to see patterns and make adjustments as needed. Additionally, it’s important to make our habits
sustainable and not burn ourselves out. Momentum is that feeling when it is odd that you have
not had your daily run or have not read your daily chapter. You want it to be odd missing your
good habit that day. One way to build this momentum is to master your daily routines. Hardy
explains that as long as you can control your mornings and evenings, you know you are starting
and ending your day strong. Importantly, though, Hardy also points out that if a ritual or routine
is no longer producing powerful results for you, then do not be afraid to change your routine.
Although you want to be consistent, you want to be consistently positive. If you notice part of
your routine is no longer contributing positively, swap it for something positive for you. With
the start and end of your days in check, you can now start focusing on your weekly, monthly,
and quarterly rhythms. To do this, Darren recommends using a Rhythm Register to track your
regular habits and actions across these timeframes. You do not want to get burnt out.

Action steps:
• Build your bookend evening and morning routines.
• List three areas of life where you’re not consistent enough. What has this cost you? Decide
to be consistent from now on.
• Create a rhythm register and write down a half-dozen key behaviors.

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 Chapter 5 – Influences

The environment around them hugely impacts humans. Therefore, Hardy recommends
exposing yourself to an environment that makes establishing a compound effect easier.
Exposing yourself to a positive environment involves taking control of the information you
absorb, the associations you make, and the physical environment around you.
Creating a positive environment is crucial for building good habits and achieving success.
There are several ways to control the information, associations and physical environment
around us to make the establishment of a compound effect easier.

Taking control of information

The human brain is an information processing machine. Darren provides a two-step solution to
ensuring that the information going into your mind is far better.

Firstly, guard against garbage. Try to avoid the news and media.
Secondly, join the drive-time university. You should try and absorb audio books and courses
whenever you are unable to read conventionally.

Take control of your associations

Hardy cites a study that suggests that the people we associate with could determine as much as
95% of our success or failure in life. Therefore, we must take control of our friendships. We
must consider whether those surrounding us are supportive and inspiring. If they are not, then
why are they not supporting and inspiring? Try and distance yourself from these people.
Later, Hardy suggests you visualize imaginary friends who would be supportive and inspiring
in reaching your life goals. Hardy also suggests we limit our time with loved ones; focus on
quality rather than quantity. Finally, he recommends that the readers consider how they can
replicate their best friendships by finding where they could meet them and how they could
connect.

On top of these steps, we must identify people who share similar goals, values, and
determination as yourself. Finding these people will help you build accountability. Plus, we
must find mentors and advisers who can advise on how to get where they are. They must be in
a position where you would like to be in the future.

Take control of your environment

Within this short section, Hardy is talking about both your physical and mental environments.
We must eliminate all the incomplete, poisonous clutter, both psychologically and physically,
that influence our lives.

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Action steps:
• Identify the influence of media and information on your life. Identify ways to protect it from
negative and flush it with positive information.
• Evaluate your current associations. Which must you stop or limit? How will you expand your
associations?
• Pick a peak performance partner and decide when, how often, what to and how you’ll hold
each other accountable.
• Identify three areas of life you are most focused on improving. Find and engage a mentor in
each area of those areas.

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 Chapter 6 – Acceleration

In order to achieve success, it is important to approach obstacles as opportunities for growth.

According to Darren Hardy, when faced with difficult choices, we should give a bit more
energy and thought to our efforts than usual. This is when real growth happens. It is important
to remember that most people have similar obstacles and that most people give up when they
reach them. Therefore, to be successful, one must be able to overcome these obstacles.
In addition to overcoming obstacles, it is important to think and behave outside of the box.
Being different than the average person and striving for greatness is key to achieving success.

Exceeding expectations can also multiply success. Instead of just meeting expectations, try to
go above and beyond them. This mindset will help you achieve even more than you thought
possible.

As well as engaging with all of the steps laid out by Darren Hardy, we can multiply our results
by always giving a bit more energy or thought to our efforts as usual. Approach obstacles as
opportunities to overcome them. These are the times when real growth happens. The times
when it was easy to make good choices consistently were just a warm-up for the obstacles.
Hardy also encourages readers to consider that most people have similar obstacles, and most
people give up when they reach them. The reason very few are highly successful is that very
few can overcome these obstacles. Remember that considerable success is there for you on the
other side if you can become someone who can overcome life’s obstacles.

As well as being one of the only ones who can overcome obstacles, become someone who
thinks and behaves outside of the box. You want to be different than the average person. You
want to be extraordinary.
Meeting expectations is good, but always try and exceed your expectations. Exceeding your
expectations will multiply your success.

Action steps
• Identify times when you hit your moments of truth and commit to pushing through them when
you next get there.

• Find three areas in your life where you can do ―extra‖ and make a plan to do more.
• Identify three areas in your life where you can beat expectations then plan where and how to
create ―wow‖ moments.
• Identify three ways you can do the unexpected. Where can you differentiate from what is
common, normal or expected.

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