“How to Turn an Ordinary Business into an Extraordinary Business”

... Still the Quickest & Best Way to Make a Fortune in Australia Today!

Magnetic Marketing & Publications

A Personal Note from Mal Emery

There’s no doubt about it, we are living in the Information Age. The market place abounds with information and it will be those with foresight and the commitment to a better life who will to seek it out, and prosper.

And so I congratulate you on ordering this package.
You are already ‘ahead of the pack’.

Within the pages of this manual are the Laws that I, personally have lived by and applied to my own businesses, over the last 25 years. These very powerful laws have served me well and provided me and my family with a lifestyle I would not have believed possible.

My first business was born of an opportunity, initially disguised as an almighty problem! In the early 70’s I was twenty-two and the victim of a ‘down sizing’ exercise. My situation was compounded by the fact that I was newly committed to a mortgage and our first child was on the way.

But adversity is often the catalyst for change . . . for the better, and it certainly was for me. The realisation that I could actually take the step and work for myself was slow to dawn, but dawn it did.

With $10,000, courtesy of my dear Mother who actually mortgaged her house for me, I modelled myself on a very successful local businessman and set about delivering the same sort of value to my customers that he was famous for. I immersed myself in learning from his example and have continued to do so ever since.

Within 13 months, I had sold this business for a tidy profit and had $17,500 net in the bank! Of course I felt like a millionaire because my whole house and land package had cost only $20,000.

And so began a life long love affair … with business.

I was a very good copier and more importantly, I copied things that were already successful and cross-pollinated these concepts from business to business. There have been many more enterprises since those early days and my skill in applying the laws of business have been honed and often with astounding results.

These Speed Wealth Laws that I am about to share with you are just that - Laws. They will achieve the same outcome every time they are applied correctly.

Please immerse yourself in the following pages … and may you prosper and live the life of your dreams.

III
TABLE OF CONTENTS

9 Speed Wealth Laws

#1 Own & Develop an Extraordinary Business 1

#2 Develop a Speed Wealth Mindset 4

#3 Choose Carefully - Timing is Everything 9

#4 Choose Yourself a Model & a Mentor 13

#5 Begin With the End in Mind 16

#6 Deliver Massive Value 20

#7 Continue to Innovate & Tell the Story 23

#8 Systemise & Duplicate - then work ON not in your business 27

#9 Plan to Cash Out 35

#10 The Tenth Insight - It Takes Money to Make Money - or does it? 38

IV

Idon’t know a quicker or better way to make money than owning and, in my opinion, selling a business. My reason for saying this will become apparent in the pages to follow.
Of course, if you are one of the lucky few to have been blessed with copious amounts of intelligence, good luck (another story) and maybe even heaps of money, you may well dispute my claim. Otherwise you’re going to be just like me, an average guy who, if he hadn’t discovered this formula would have worked for half a dozen companies for half a lifetime only to find himself middle aged or more and running out of time fast. Sound like anyone you know?
And, of course, if you were born with some or all of the above, some huge company is paying you hundreds of thousands of dollars per year and you’re not reading this and you don’t need this product anyway!
But if, as I said, you’re just like me . . . take heart now. Anyone can follow, learn and apply these laws and achieve freedom and prosperity.
And the big bonus? Life will be full of fun and excitement. (In fact there will never be a dull moment, ask my partner Pam!)
So why is it that I have put “Ordinary Business - Extraordinary Business at the forefront of these laws? Because if you care to look around you, you will see a multitude of ordinary businesses.... right under your nose. Businesses where the owner works incredibly long and arduous hours for little or no return. In many cases earning as little as $20,000 per year, certainly no more than $60,000.
You will also, on closer inspection, see examples of ordinary businesses which have been transformed.
Believe it or not, you’re talking to these very people every day as you go about your business. It’s just that you’re not privy to or are oblivious to what is going on behind the scenes.
The local menswear store, for example, may surprise you. Whenever you go in there he is working away doing what menswear store proprietors do.
What you may be unaware of is that perhaps he also owns the land upon which his business is built, or even the shopping centre where he is located. He has a pension fund that has sheltered a chunk of his earnings from the taxman for the last 10 years. The store has a number of other ‘profit centres’ ie: The owner receives a commission for referring clients to other businesses, such as drycleaners and suit hire companies.
The owner of this extraordinary business also has a special buying agreement with suppliers which provides him with a ‘kick-back’ based on purchases. You may be unaware that he markets his own label allowing him to make extra profit and that he sells his own label to other selected menswear stores. . . and that over the years, all this has been quietly making him rich!
More self made millionaires have accumulated their wealth this way than through any other vehicle.
Five years ago, I bought a lunch bar in arguably, the most competitive part (for this type of business) of the metropolitan area.
Lunch Bars are are notoriously very hard work. Long hours for little pay, resulting in debilitating burn out.
When I bought this business, it was turning over $5,000 per week. Within 20 months, I sold it, turning over $18,000 per week, for $200,000 more than I had paid for it.
A Lunch bar with a weekly turn-over of $18,000 is no ordinary lunch bar!
During the final year I owned it, I personally would start my work-day at 9.30am and leave by 2pm! How could I possibly claim so much of the day as my own while building my business to extraordinary levels of success?
By having a plan. By following a sure system .... and by having the desire to take something which was really quite unexceptional and turn it into something exceptional. I deliberately set about turning ordinary into extraordinary.
I believe that most entrepreneurs dream of developing their businesses to the point where some giant corporation will pay them a King’s ransom for it. So they can walk away, travel the south seas, buy a house in Provence, join the golf club as a daily member, or whatever.
But few set out from the very first moment with the intention of making that happen. Why take a lifetime - why not do it fast?
Don’t misunderstand me here, this is not about ‘scamming’ anyone. What it is about, is having the skill to create a wonderfully successful and profitable business, one that people will pay you handsomely for.
And with this in mind . . . People and companies buy businesses for their reasons, not yours. Their reasons for buying, not only have nothing to do with your reasons for selling - they’ll have little to do with the reason you think somebody ought to have for buying your business.
Please read the last paragraph again, it is very significant!
I have bought businesses for very little money and sold them for $100,000’s profit in just a few months. That may sound like an exaggeration. It’s true.
So why do people, when they are considering buying a business, often refuse to listen to their conservative accountant when he says “This business is travelling really well but it’s only been going for a short time”. That’s a logical assessment after all.
There are two major reasons people will buy despite the advice of their accountant:
1) They have fallen in love with the business and virtually nothing anyone, let alone their accountant says, will change their mind.
2) They think they can ‘do it’ even better than you (the seller).
Either way, buying, for them, has become an emotional decision and logic has flown out the window.
All bar two of the twelve or so businesses I have owned and sold in the past 23 years, are still operating profitably today and in most cases with the same owner.
In the case of those two businesses, one of the buyers sold that business for a profit again, but sadly the next owner died of a heart attack and the business collapsed.
In the other case, there were partnership and marriage crises, neither of which are conducive to the success of a business.
Of course, selling is not the only option. You might make your millions faster by selling, licensing or franchising, than by ‘hanging in there’.
I suspect most people give up on their entrepreneurial dreams and ideas because of lack of money.
With “How To Turn An Ordinary Business Into An Extraordinary Business-Nine Speed Wealth Laws” you have in your hands an incredible tool, that is, to the best of my knowledge, the only product of it’s kind, on the market anywhere.
Most of the products on the market assume you are already armed with an arsenal of know-how, have a business and money to spend. This does not!
What it does do, is ask you to be open minded enough to throw away any blinkers you might have been wearing and believe for a couple of hours, at least (while you read and digest the information in this document.) that it is possible for you to be rich.
Is it going to be easy? That depends on whether you already own a business and you have some money. That scenario would naturally make the whole process easier. If your situation is that you have neither business nor money . . .
this product will never the less work for you if you work with it!
Do I hear you still lamenting the lack of those two components? No big deal. Money is basically useless if you don’t know what to do with it.
If you don’t believe me, put some money under your bed and watch and wait to see what happens to it. Nothing will happen, unless it gets stolen, that is. Nothing at all!
You see everything begins with an idea. Even the chair you are sitting on was once no more than an idea.
What this programme will do, is give you an abundance of ideas - and the confidence to “just do it!”
The major challenge we must overcome, in order to reach our desired goals, is to actually act on the information. Most people who get their hands on such valuable information, do nothing with it.
Unfortunately, if you don’t work , it won’t work for you. Most people, when they learn and come to know something, quickly devalue that information. They fail to appreciate it’s true ongoing value to them or to others.•

NOTES

Mal Emery’s Speed Wealth Law No 1

Own & Develop an Extraordinary Business

“Things are changing so rapidly today . . . which is precisely why there is more opportunity to accumulate wealth!”

The elephant can lift a ton with his trunk. This magnificent animal is one of the most powerful creatures on earth. But if you visit a circus you will see the elephant standing quietly, passively held by only a thin rope or chain attached to a little post dug into the ground.
He could easily break free (if only he knew). Why doesn’t he? Because while the elephant was very young and considerably smaller and weaker, he was tied to a super heavy chain attached to a massive, immovable stake in the ground. He strained and strained, but try as he might, he could not break free!
Soon he stopped trying and accepted his limitations and so no matter how big and powerful he has grown, he is convinced that he cannot move as long as he can see that he is tied to a stake in the ground.
So many entrepreneurs and people in general, are ‘circus elephants’; immensely powerful but stuck within limitations manufactured only by their own beliefs and biases, and those of other people.
In order to become wealthy quickly, you must have a particular mindset that will set you apart from all the ‘me too’ businesses out there. The mindset you must adopt is that getting rich quickly is feasible for you.
Simply put, we all know people who make money easily and for that matter have great relationships as well. And do you know what popular opinion says about such people? That they’re ‘lucky’, because every thing they touch turns to gold.
Wrong!
What it really is, with these ‘lucky’ people, is their mind-set, they expect things to work out the way they have planned. But you need more than just a ‘rich’ mind set. That’s why there are 9 Laws, not one.
As we all know, there are people who don’t believe that getting rich quickly is possible. Still others who say, “Yeah, but it only happens to someone else”. And if you listen to the average accountant, or read any standard book on business, they will tell you that it will take at least two years to break even and more to make a profit.
Not true!
That is conventional thinking. I believe getting rich quickly has been given a really bad rap.
So not only are these people [who make money fast] lucky, but they are also dreamers, schemers and scammers . . . . at least that’s what society labels them, but the truth is there are thousands of people including myself, who have made money very quickly and legitimately.
Not only do I think there is nothing wrong with that but I believe that getting rich quickly is the way of the future.
Right now is the greatest time in history to create wealth quickly in your business.
More and more fortunes are being made with lightening speed and there’s good reason for that. I’m sure you are aware that the world is changing very quickly. So, of course, is technology.
Are markets changing quickly? Are people’s interests changing quickly? Yes, I think most people would agree that they are. What most people fail to realise, however, is that every single time there’s a change in technology, in social interests, in styles, in law, in the markets or the latest buzz word, somebody gets rich.
Each one of those inevitable changes represents a powerful opportunity.
So, given that change brings opportunity, what exactly does this change mean to the individual today?
It means a shortened career cycle.
Remember when people got into business or got a job and they stayed there for 40 years, retired, played golf . . . and then . . . dropped dead?
That was all too often the sad scenario.
Statistically You Will Have 5 Different Career Changes
Research shows that the average individual will go through six to seven completely different career cycles in their life time and I mean significant changes.
So in light of that, simple mathematics will tell you that the average career of each individual is only going to last five years. The point being that if you don’t make it then, you’re not going to.
Product life cycles have also changed dramatically with the rapid changes in technology.
This cycle from start-up, growth, maturity, saturation and decline would take twenty or thirty years, but now it’s probably five years or less.
Take a software product - you come up with a red hot piece of technological software - how long is it going to be before someone takes the market from you, unless you have gazillions of dollars?
Not long at all.
I mean, if you have the market place to yourself, for four to six months, you’re doing very well. Normally what happens is someone will take what you’re doing and put ‘mega’ marketing dollars into it.
So, the point that I am making is, the very speed with which things are changing, is the catalyst that makes the opportunity for ‘speed wealth’ available today.
Get Rich Quick
Is getting rich quickly feasible for you?
A lot of people have some really detrimental programming in their minds, set in place from when they were very young, about wealth, about money, about making money quickly or even to do with whether their parents made money quickly.
So, the first thing you have to do is to determine whether creating speed wealth in your life, is your desire. Whether you really want this or you don’t, because from my experience, creating speed wealth is a sure system, not a stroll in the park.
Making a million dollars quickly, especially if starting with hardly any money, is a challenge.
It takes focus, it takes commitment and sometimes you need to work hard.
Imagine the energy, the commitment it takes to get a space ship off the ground. I am told that you can’t get within miles of the launch pad, because of the noxious fumes coming from the enormous amount of energy consumed in sending that ship into outer space.
Yet once the engines are jettisoned and the ship is in orbit, it’s a different story. That massive weight travelling at 44,000 kms an hour can be manoeuvred with amazing ease. If it was possible to tie a string to the nose, you could simply alter it’s direction, using that string!.
Isn’t that incredible? Totally weightless. So the effort that’s required to travel at 44,000kms an hour while it’s in orbit is what? Nil, negligible - nothing! The maintenance from the ground keeps tabs on things.
Sounds more like a business than a machine, doesn’t it?
That’s a great analogy. And it’s exactly what the speed wealth system does.
So I will say this - YES, you do have to work hard. At launch stage, very hard and if you play your cards properly, you’ll get into a space where you don’t have to work quite as hard and eventually you will only need to keep tabs on it. Then you can cash out (Speed Wealth Law 9), lie on the beach for a while or do whatever you like to do.
There is one more important ingredient I want to mention concerning speed wealth and whether it is feasible for you.
And that is . . . are you willing to learn?
I believe success is a skill and certainly attaining speed wealth is a skill.
The details, the principles involved are skills anyone can learn.
If you are willing to learn, willing to become a master at business, willing to keep an open mind, then you can learn to succeed at anything, including making money quickly. It is critical that your mind is open because the enemy of learning is thinking that you already know!
If it’s fear that holds you back, I think that as I take my last breathe, it won’t be the thing I failed at I will regret the most, but the thing I never tried! The overwhelming regret of people in the later years of their lives . . .
“It’s not what I did do that I regret but what I didn’t do!”
So let’s set about changing the way you think right here.
And the best and only way I know of doing that (unless you are one of those blessed individuals who approaches life with eternal optimism and an abundance of motivation) is goal setting.
I don’t want to sound too ‘loopy’ for you here, but something very powerful happens when a goal is written down or vocally repeated over and over again.
You see, the mind cannot distinguish between what is real and what is imagined. It will just work with the information it is constantly fed and set about bringing those ‘events’ into reality.I have positively influenced my own life, quite significantly, many times in the past simply by realising that the secret to getting what I wanted in my life was to
. . . change my thinking!
That is all you have to do.
You see, your thinking and mine, is affected in many ways. Not least of these are the people we associate with (especially friends and family). Also the books, newspapers and magazines we read, the television shows we watch or the courses and seminars we attend, and so on.
Look at it this way. Everything around you, that wasn’t created by nature, began as an idea . . . a thought, in somebody’s mind. The chair you’re sitting on, the pen you write with etc. Once these things were merely a thought, now they exist in reality.
To have what you want in life, be it a car, a house or the lifestyle of your dreams, you must first be able to see (imagine) it, then believe that you already have it!
Of course that can be a bit of a challenge, because most of us tend to focus more on what we don’t have and what we don’t want . . . so if we’re 15 kgs overweight and struggling to make ends meet financially, then that’s what we’re focusing on . . . and all we get is more of the same!
The good ol’ “Law of Attraction” sees to it that our thoughts keep on creating our reality. And that is why I have found myself at times, in my life, running out of money fast, overweight, miserable and confused.
I am convinced that the subconscious mind can be programmed or directed to search it’s vast stores to select, compile, and provide appropriate information, hence the ‘flash of inspiration’ you need in order to solve a nagging problem, to be in the right place at the right time, say or do that certain something at a specific time.
It is a computer like function and I’m sure most people accept it as being logical, even if they don’t make a practise of ‘using it’.
This phenomenon is nothing new! Thomas Edison is known to have locked himself in a quiet room, to give commands to his subconscious mind and, as he described it, “sit for ideas”. Sounds very like meditation to me.
The programming tool used by Speed Wealth entrepreneurs to help them create that unshakeable belief in their ability and fierce determination to succeed, in times of stress and trouble is ...
Definition of Purpose!
This is how you can unleash the full power of your subconscious mind. (You will find it perfectly described in Napoleon Hill’s world wide best selling book “Think and Grow Rich” .
Simply put, the clearer the picture you hold in your mind, of what you want, the more activity you generate inside your subconscious system.
There are three main ways to put this to work and all of them involve writing.
A) Continually develop your goals and put them in writing - If you’re not making the progress you’d like to be making, it is probably because your goals are not clearly defined.
B) Write out your Business Plan - A written detailed business plan combines goal setting, action planning and problem solving. It makes ideas believable.
C) Create and Use Daily Check Lists - You wouldn’t want to be on an airline where the crew demonstrates the pre flight safety instruction process, relying on memory rather than referring to checklists.
Isn’t your day and the use of your time equally as important?
Then incredible things begin to happen. The rest of my message contains practical guidance for achieving Speed Wealth.
Become a Speed Wealth entrepreneur by believing it is possible for you to achieve the results you want in your life.•

“More self made millionaires have created their wealth by turning an ordinary business into an extraordinary one
than by any other means”

Speed Wealth Law No 2
Develop a Speed Wealth Mindset

If you keep your mind open & you are genuinely willing to learn
. . . you can learn to succeed at anything
Your mind cannot tell the difference between what is real & what is imagined
. . . it will accept and manifest whatever you feed into it!
SO FOCUS ON WHAT YOU DO WANT!

NOTES

When the Internet became popular, many rushed out to become Internet providers, meaning they would sell time on the Internet to other people. And immediately it became a commodity, because it was driven by - “I can give you a lower price than everyone else”.
But some very canny people came along and said “Forget that, there are millions of providers. What we need is to figure out a way of making the Internet more easily accessible to people”.
And they were unique in thinking about that angle. At the time these ‘opportunists’ were stone broke, however their lateral vision led to the birth of the Navigator and today, a few years later, they are worth millions!
All those people in the ‘jalopy’ of “I’ll be a provider of services” … and somebody hopped into the Ferrari of “I’m going to make it easier for people to get on to the Internet and to understand what they’re doing”.
So . . . How do you choose your racing car?
Timing and the Baby Boomers.
What to do next?
This may help you to decide.
Due to the number, and to the fact that baby boomers (born 1945 - 1965) are reaching the height of their earning and spending capacity, inflation will drop and possibly to negative inflation because of the following factors . . .
This particularly ties in with the Baby Boomer concept.
Most have heard this one ... Timing is everything!
What many fail to realise however, is that business opportunities are very much like cars. There are racing cars that travel at 400 kilometres per hour, and there are jalopies that putter around . . . and there’s everything in between.
And the key question is - what are you trying to create wealth with, a jalopy or a racing car?
Most people are so stuck in what they’ve been doing they don’t realise there are cars whizzing by them at every second of the day.
There are vehicles out there, which are making ‘gazzillionaires’ as we speak and again my question to you is - what is your vehicle? Is your vehicle one that is timely, right on trend, right where the market wants it? OR are you putting all your energy and time (your most valuable commodities) into something the market doesn’t want?
You owe it to yourself and to your family, to consider carefully what you’re doing. Please don’t take unnecessary risks. Get the knowledge and information you need to make the right choices.
What I am talking about here is getting to a ground floor opportunity.
Let me give you an example, which I think will illustrate it perfectly. When the
Choose Carefully - Timing is Everything
Speed Wealth Law No 3

Are you putting all your energy and time into something the market actually wants??
9
Long distances?
The answer is no! They want to live near the University, near the good (and/or cheap) restaurants and have entertainment facilities nearby.
They’re going to put off having children until their 30’s or over, they’re going to have FUN! And even when they do have children, he’s going to stay at home and look after the kids because he’s a school teacher with a great maternity package and she’s in the banking industry, on $40,000 more than he is and her maternity package is nowhere near as good!
Guess what! These people will have two incomes and lots of money to spend (Double Income - No Kids... DINKS). Before the patter of little feet are heard at least. These are the baby boomers’ kids growing up . . . and there have never been so many!
And back to the baby boomers themselves - their life expectancy has increased substantially. He will, on average, retire at 57 and live for another 27 years. She will retire at 55 and live for another 32 years.
So what does all that mean?
It means that they will live in retirement for almost as long as they have worked and what do you think they will want to do? Not tend the roses any more. They will (and do) want to travel and go to restaurants, attend the theatre, or do a University Extension course.
No longer will they want to live in the outer suburbs. They will want to sell their big house with its large maintenance requirements and that 25 year old son and daughter will have to find somewhere else to live. (That’s another story).
In most cases, these people are going to sell their 30 square house in the suburbs (complete with spa, pool, open spaces and everything that opens and shuts) and trade it for a 50 to 100 year old house in the inner suburbs for more money! And they will absolutely love it. They might even describe it as the best thing they ever did!
I had this affirmed to me yet again just recently, when I met a couple, who are in their mid fifties, at a party. They had sold their large family home in the outer suburbs of the city and moved to a more “happening” inner city suburb, which pulsates with the energy of restaurants, theatres and interesting shops
This couple avidly described the last few years, since they relocated, as being the best years of their lives. Their previous house even boasted panoramic views of the ocean, but they wouldn’t even consider trading their present life style for those views, now.
So what else do we know about the Baby Boomers?
Well, in the last 15 years of their lives, 80% of the money they spend will be on their health. Wow!
What’s Going to be HOT!
Home Services for both groups, pre cooked meals delivered to the door, cleaning and ironing, home care (too expensive to do it yourself and who wants to anyway) and home maintenance, gardening, car detailing and car wash outlets, travel agencies, caravan sales will increase and caravan parks will be hot spots. Tour operators, financial services, optometrists, high quality, reasonably priced ethnic food, club memberships, golf clubs, medical and dental, life insurance, home and personal security, home studyses, selling information, self improvement Home computers and software, junk food. (remember the 14 year old children of the
Speed Wealth Law No 3 - Choose Carefully - Timing is Everything
High productivity of baby boomers
High demand of baby boomers
Age driven spending (influenced by falling interest rates and low inflation.)

Consider for a moment the habits and traits of a baby boomer. . .

* Knowledgeable, informed buyer.
* Quality consciousness
* Highly participatory and experiential
* Highly discretionary income
* Convenience orientated
* Highly individualistic
* Strive for self improvement and excellence
* Value leisure and creative pursuits
* Conscious of health & environment
* Self help orientated
* Highly experimental
* Value passion, care and the personal touch

Put simply, for the first time in history, (and there are charts going back centuries) we have our largest population between the ages of 40 and 60 years, with the fastest growing group being over 80 years and the slowest being 0 to 9 years. [see chart: FIG 1 Page 11]

There are some fairly obvious reasons for this. In days gone by, people had many babies, who often failed to survive past infancy. People generally didn’t live for any where near as long as we do today.

Baby Boomer’s Babies ...

Well, do you know any couples around the age of twenty, who are planning to get married and have nine or ten children? I don’t think so. You see something called the “pill” came along and dramatically changed things forever.

Do any of the young couples you know want to live in the outer suburbs and commute
“Now is the right time to offer the Baby Boomers what they want.”
10
study courses, selling information, self improvement (personal and business.) Home computers and software, junk food. (remember the 14 year old children of the 40 plus group), banking and mortgage lending And the list goes on.
So are you targeting these groups? The Baby Boomers (35 to 55) and/or DINKS - Double income no kids?(25 - 35)
Was it all that long ago that, as young people we were going to conquer the world, earn heaps of money and work our butts off to get it?
Well, I am in my forties, and when I get together with my friends now, we are not talking about conquering the world any more. What we are talking about, is how we can get 10 weeks off a year, how we can spend more time with our families and friends, and still have enough money to have the life style that we desire.
Things sure are changing, aren’t they?
So, the message is, redefine your business based on what you know to be the wants and needs of these massively powerful markets.
You will be handsomely rewarded for making the effort to focus and get clear on their wants, needs, desires, fears and frustrations.
The graph on the following page perfectly illustrates the Baby Boomers and “DINKS” philosophy. Notice the pyramid shape of the late 80’s (FIG 2) compared to the prediction of the 2031 (FIG 1) populations much older and the graph shows a pear like shape.
Designing your business around the larger population group almost guarantees your success. •

The best way to get the results you want in your business (and in your life) is to model somebody who is already doing what you want to be doing. To model somebody who is already successful, who is already super healthy, wealthy and wise. (You may need to model several individuals, as all of the qualities you aspire to may not be evident in just one individual).
So if you’re not successful right now, or you want to improve on what you’re doing, find yourself a mentor and model them.
About the fastest and easiest way I know to get rich is to take something that’s already out there and already working. You don’t have to be number one, you could be number two or three and make a fortune. Let them make all the mistakes, go to school on them, look at their blueprints. See what worked and what didn’t work then determine what is already working and do it. Do it in your territory, in your region, in your industry.
Remember that successful businesses, and marketing strategies that are duplicated from a particular country, area or industry to another may not always give the same results . . . often they’ll work much better!
Many successful marketing concepts from the USA work better in Australia simply because people here haven’t seen them before.
Would you believe that research has shown only 9% of popular US and Canadian products are ever exported?
Amazing.
There’s a tremendous opportunity there to take the right vehicle at the right time and move it to another market.
I recommend that you look at Entrepreneur Magazine and Success Magazine for success stories. Made in Japan and Made in Europe are the types of magazines, which show products that are coming in and out of the country. There are tons of products, keep your eyes open for success clues. Look at places that are doing well and study strategies that are working - and do the same thing.
This concept works in reverse as well if you have a system that produces a profit every time. Why not run it out around Australia or even the world, for that matter?
As I have said before, the object is to get your product or service to a lot of people, if you truly want to get rich.
So, take a look at what is happening in other industries, not just your own, then cross pollinate what is working. You will be amazed by the results if you take the necessary time.
If someone has set up a way to get customers for a lawn mowing business in Adelaide, the same technique will probably work in Sydney.
If someone starts a business delivering singing telegrams or making hamburgers in the USA, it’ll probably work in Australia. (Both of these businesses actually did better here.)
That’s how the smart (and wealthy) people do it.
Those I see who are struggling, are usually trying to be a “world’s first”, trying to ‘reinvent the wheel’. Well that’s OK if you like working like a slave or have an abundance of cash, but if what you’re after is maximum results in minimum time, modelling is definitely the way to go in your business.
So, don’t try to create something new and different. It may work, but you have

NOTES

Speed Wealth Law No 4
Choose Yourself a Model & a Mentor

The right kind of information is power - Model the successes of
others!
Those I see who are struggling, are usually trying to be the “world’s first”, trying to ‘reinvent the wheel’. Well that’s OK if you like working like a slave or have an abundance of cash, but if what you’re after is maximum results in minimum time, modelling is definitely the way to go in your business.
So don’t try to create something new and different. It may work, but you have the advantage if you find something that is already successful, copy it and ADD VALUE (greater value than your competitors add).
Modelling Others Works!
We all ‘model’ constantly. As children we model our parents and that is how we learn how to walk, how to speak, how and what to eat, how to behave appropriately and how to perform such cognitive acts as tying our shoelaces. When you learned to drive your car, you modelled someone.
Think of any of the great sports men and women and the hundreds or thousands of children who aspire to their level of skill and achievement. These children are ‘modelling’ their sports heroes.
Trouble is, we often tend to model those who are close to us, though they may not be the most appropriate.
Look for the best. It’s not enough to take the advice of certain ‘handy’ individuals just because others (parents, friends) choose to.
Almost everyone ends up “modelling” what in reality doesn’t work!
At least not as well as it could.
Couple this with the fact that most businesses don’t measure their results and have no written goals or a plan, and clearly, the potential for business to fail is greater. Consumers are smarter; the economy is tougher . . . no wonder 80% of businesses that exist today will be gone in 5 years time. Don’t be one of them!
Information (the right kind) is power. Model the successes of others. Don’t be too proud to follow in the footsteps of someone else. I personally, would rather be a ‘wealthy business copier’ than a broke, original thinker.
According to Anthony Robbins, (the US personal development guru and lifestyle coach to Presidents and other famous people) if you want to be supremely healthy, then seek out those people who already are and ask them what it is that they are doing and thinking to be so healthy.
If you want to make your business fire, find the most successful people in the business world and ask them how they do it!
There is another aspect of modelling that I would like you to consider and it is not about modelling in the conventional sense.
Instead of copying someone else, why not join forces with them in an attempt to achieve a win-win situation, with little or no investment. This is known as the ‘piggy-back’ process or host and beneficiary and it makes a lot of sense.
You see, they have probably made a huge investment in terms of time and money, in getting to where they are. So, why not leverage off that and play win-win instead?
The secret is to make sure that they have everything to gain and nothing to lose by doing the business and that’s the way it should be with these people.
This time, instead of copying a proven winner, your tack might be “You’re already doing great things, why should I try to reinvent the wheel. By affiliating with you, we will both benefit”.
This is the most cost-effective way to get your product or service to a large number of people. Ask yourself:

Who has my customers before me?
Who wants my customers?
What do my customers want?
So, to succeed in business, all you really have to do is . . . take a proven system and duplicate it - or better still improve it. •

Join forces with someone who is already successful and leverage off that.
Play win - win!

NOTES

This is the secret I have exploited time and again, which has enabled me to buy businesses very cheaply and then sell them for a massive profit. It’s an amazingly simple and easy process to apply yet very few people use it.
Before I even consider buying a business, I must be able to visualise or articulate a clear and concise picture of what the business will look like when I am finished!
. . . in my case when I cash out or sell.
I’m not saying you have to sell out but if you do, after applying this law, it will be simple and very profitable.
I’m going to go on a bit here, because if you understand this law clearly, you’re on your way to becoming very wealthy and also you can repeat the process over and over again on business after business.
You know if I put $1,000,000 on your dining room table, it would do nothing but sit there until we applied it to a good idea. So, in essence, money is useless until it is used correctly. This principle is designed to make sure you use it correctly.
I think the best way I can bring this home to you is to describe a particular business that I bought and sold and the process that enabled me to achieve the outcome I wanted.
Fifteen years ago when delis were big business (before supermarkets started trading 7 days) I purchased one in a quiet suburban shopping centre. It was turning over $8,700 per week at the time and I paid $175,000 including plant and equipment.
I felt the area was underserviced. I had a clear plan and that was to take over the empty shop three doors away and buy out the hair salon next door which I was aware was trading badly. Then, knock down the wall and double it’s size turning the location into a Super Deli.
So while I continued to trade in the original shop, I negotiated with the landlord (owner of the building.) He agreed to buy out the Hairdresser, as they were not paying their rent, knock down the wall at his expense, and extend to us a six months rent free period in which to establish the Super Deli. I was pretty happy with that.
So, what was the outcome? In my first week in the new site we turned over $20,000. My best trading week was $33,000 turnover. I made a tremendous profit within the short space of 20 months - selling the business for $358,000 plus stock $25,000 - total price $383,000.
None of this happened by accident. I knew before I purchased the Deli, what I intended to do, so much so that within 3 months of the initial purchase, I was operating as a Super Deli. A very quick turn around in anyone’s language.
You see, I design all my businesses to sell and I call the buyer (of my business), my ultimate customer …
the one that puts me out of a business.!
Predictable Outcome
You know, before a grain of sand is shifted, you must first prepare a full set of plans in order to build the construction you intend and your final outcome will be identical to those plans ... unless you decide to make some very expensive changes, that is.
Business and life is no different. If you want a particular outcome, you must begin with a clear concept of just what that outcome is - you must take aim. Imagine a hunter in primitive times firing an arrow into the forest with the hope that something might run into it!
He wouldn’t have, would he?
This is critical!
Take aim, make like an exocet missile and let nothing drag you off course!
Take McDonald’s for example. One week you might drive past a particular location where they’re busy knocking down an old building. Just a few short weeks later, when you drive past that same spot, what do you see? A beautiful, sparkling new McDonald’s complete with manicured lawns and overflowing with people.
How can this be?
Well it’s simple. They have created a ‘mature concept’. The store has just been built but it looks as though it’s been there for years. It’s obvious that the “brains” behind the the whole thing have a very clear picture of how this mature business will look in the end.
So how do you achieve the same result? After all, you haven’t been around for years and who has the sort of money McDonalds has?
The answer is, you can create the illusion of being ‘bigger and better’.
Take out a large Yellow Pages ad (People will have the impression that you’re a big and successful company.) Become part of a buying group or franchise, take out phone numbers in different areas and have them transferred to your main phone. Give your company a name that implies ‘big’, using words like Institute, College, United, Paramount, Cooperative, Corporation, Group . . . you get my drift.
Basically, you ‘fake it till you make it’. Lets face it, everyone feels safer dealing with an older, established company.
And that is why you must begin with the end in mind. That way you will know where you are going and you will get there sooner. These are called the Speed Wealth Laws after all, and our goal is to sell our businesses for an obscene amount of money, or at least design it so that we can, if we so choose.
Remember this is the information age and people like you who can buy or start a business with very little investment, then turn it into a money making machine, will be paid handsomely for that skill, by a hungry crowd who have the money but not the wherewithal to make it work.
In the following pages I will explain to you a methodology, a system that will enable you to achieve anything you want at less cost, in terms of money, time and human resources. In fact, it’s the only tool I know of, which will help you ‘crystallise’ your particular goal without leaving anything to chance.
This is one of those things that you will probably appreciate but never actually devote the time to. (And that’s a mistake).
Stephen Covey, in his incredible book “7 Habits of Highly Effective People”, calls this process “sharpening the saw”.
He relates the story of a man sawing a tree, sweat pouring from his brow and near exhaustion, when a friend says to him “What are you doing?”
“Can’t you see?”, comes the impatient reply. “I’m sawing up this tree”
“You look exhausted!” exclaims the friend. “How long have you been at it?”
“Over five hours”, he returns. “And I’m beat, this is hard work”.
“Well why don’t you take a break for a few minutes and sharpen the saw? I’m sure it would work better”.
“I don’t have time to sharpen the saw!” the man says exasperated. “I’m too busy sawing dumb dumb!”
Some 7 years ago, at Business School for Entrepreneurs, in Hawaii, I learned a process called “PERT”. Pert helps you to ‘sharpen the saw”!
Pert is a series of events linked together to achieve a predetermined outcome. It enables you to optimise your resources - and this is how it works. . .
Firstly, you must determine what the goal, event or activity it is that you want to achieve. In our example, that will be moving from one house to another.
And the question is - how can I ensure that moving house is as pleasurable and hassle free an experience as possible?
Answer: By writing down on a piece of paper what it is you need to do in sequential order, and then allocating the person to complete the tasks ... the time this task will be completed and the monetary cost involved in completing it.
Let’s use our example again.
This whole process starts with ‘the end in mind’ !
On a piece of paper, you write down exactly what it is that you want to achieve in the end when the task is finished and here is the secret ... You work back from there.
By that I mean that after you have completed each box you must ask yourself this very important question - “What did I have to do just before that?
So if you are turning the key in the lock of your new home, what is it that you would have needed to do just before that step, to be turning the key in the lock?
Answer: You would have needed to pick up the keys from the builder. What happened just before that? Well you paid the final progress payment on your new home to the builder ... and so on and so on.
In doing each of these tasks, you must delegate the person responsible for completing the task , the time by which the task is to be completed and the monetary cost (if any) involved. By delegating these tasks you will be able, once your chart is complete, to clearly define who is responsible for which task and when these tasks will be completed. You can also add up all the costs and know exactly how much cost is involved and whether, in fact, you can afford it.
The best way to set your graph out is to write down all the major events on the page. From each major event, you then create a series of events to follow. Your Pert chart is then created in stages. See FIG 2. this page.
Stage Three - Allocating time, money and resources to each task.

To Sum Up:
# 1. Create a milestone event and work back from the future asking yourself “What did I do before that?”
# 2. Create a minor event asking yourself the same questions.
# 3. Sequence the events over time.
# 4. Allocate resources - time / money / people.
# 5. Calculate time and $$$.
I have seen Pert charts the size of a bedroom wall, so let your imagination flow.
Do it for your next project, do it for your business or future business. It will be absolutely critical to the degree of success you achieve.
Good Luck! •

“Take aim, make like an exocet missile and let nothing drag you off course!”

Speed Wealth Law No 5
Begin With the End in Mind“Begin with end in mind”

Do you have a clear vision of exactly what it is that you want to achieve with your business ... or are you just doing the daily grind?

You see, most people don’t realise that there are laws that govern everything in life. Laws of nature, universal laws and even laws of government. There is also a law of income, a law of how much money you can make and how you make it.
The law of income states . . . you will be paid in direct proportion to the value you deliver according to the market place.
Now, I don’t mean to be critical, but the reason most people are broke is they simply don’t deliver a heck of a lot of value in the eyes of the current market place. And the law is simple - if you don’t deliver a lot, you don’t get paid a lot.
So the big question becomes - what constitutes value in the eyes of the market place? What are some of the factors?
Those factors are;
Demand - supply - quality and quantity.
Obviously we know what demand is, but do you know how much desire there is in the market place for your product or service?
Supply - is how much is already out there.
Quality - is how good it is and also how good are you at what you do?
Quantity - is how much of it do you deliver?
From my experience, the quantity aspect is where most people face the biggest challenge. They get stuck there. Many people have excellent products and services, which they may even deliver to the market place, but not in enough quantity to create wealth.
It’s as simple as this - if you want to get paid, you must deliver your value to people.
But if you want to get rich - you must deliver your value to a lot of people.
Better still...
deliver MASSIVE VALUE to a lot of people!!
Do you remember the Demtel Man? How long would he have lasted if he didn’t offer money back guarantees, time to pay for the products and 3, 4 or 5 products for the price of one?
He offered so much value for money that a massive amount of people took him up on his offer.
I also remember years ago when Brash's opened up, they would offer a trip for 2 to New Zealand with purchases of $1,000. I went into the store to buy the latest ‘U beaut’ video and the place was absolutely packed.
There are a few snags attached to promotions like this, i.e: you can only stay at certain hotels, catch midnight flights and travel in the ‘off peak’ times, but ..........who cares? It’s free anyway!
There are enormous rewards for companies that deliver massive value in the eyes of the consumer . . .
. . . because there has never been a time in history when so many people are entering the largest earning and highest spending phase of their lives.
Here Come the Baby Boomers
(born after 1945 & before 1965).
What is the Number 1 demand of a Baby Boomers? (And most of us fit this category).
(1) High quality added valued products and services.
Think for a moment, Why do you continue to shop where you do?
Because in some way they (the businesses where you shop) have utilised the concept of perceived added value.
For a muffin store, it may be the large size of their muffins, their quick service or the friendliness they extend to you when you come into the store. All of these could be interpreted as added value.
The baby boomers will demand higher quality and value added products. No longer will adequate products do, you must provide a product or service which functions in a superior manner. Your service or product must be designed to last longer and to create a better result.
The baby boomer’s enormous spending capabilities and desires will create a new economic environment where quality will become more affordable.
Added value is the principle you apply to ensure that a disproportionate number of the available clients avail themselves of your service as opposed to that of your competitor.
Other things demanded by Baby Boomers are:
(2) Customisation to individual needs and services.
Businesses will need to address individual needs. Successful products will be precisely fitted to a particular task. Baby boomers want choices and a variety of colours, styles, models, quality and performance.
One particular building company (one of my clients), which specialises in building homes, is very innovative and services the baby boomers needs extremely well. This building company custom design a home to suit the client’s every need. Big deal? Well, listen to this. They use a simulated environment so you can ‘experience’ your custom design before you buy! Does that sound exciting?
(3) Fast response and quick delivery.
In these days of sudden change and advanced technology, time has become the critical commodity. Neither the business nor the consumer can afford to wait and they simply won’t wait! If you are slow to understand or to meet your customers needs they will simply go somewhere else. Businesses must learn to respond quickly - no, make that immediately, if not sooner!
(4) Personalised service.
Baby Boomers expect to be treated as individuals. In this environment, companies that excel in making sure their clients are made to feel special and respected will out perform their competitors.
On a recent business trip to the USA, I attended a Speaking Seminar along with 21,000 other delegates. The speakers on the day were Margaret Thatcher, Zig Ziglar, Brian Tracey, Dan Kennedy, Larry King, Colonel Powell, (whom if the pundits are right, will be the

“... you will be paid in direct proportion to the value you deliver according to the market place.”
Deliver Massive Value

“Added value is the principle you apply to ensure that a disproportionate number of the available clients avail themselves of your service ...”

right, will be the first black President ever elected), and the high profile coach and star player from a very successful and tough football side.

And guess how much it cost to attend? $53! That’s all! Little wonder there was hardly room to move. And did they deliver value for money? Sure did! In fact, between each speaker and during the lunch break, we were entertained by singers and dancers.

So how much is 21,000 x $53? $1,113,000.00. Not bad for a day’s work and on top of that, I know Dan Kennedy sold $45,000 worth of his marketing material as well!

It all gets back to the law in question - Deliver Massive Value. More value for money than people would expect, and you will be paid handsomely for it.

So, ask yourself - “How can I add perceived value to my product or service”?

Given that ‘added value’ is the number one reason the largest group of people in history (Baby Boomers) have for choosing to do business, you would be wise to develop this strategy in your business.

Remember, it is only perceived value, in the minds of your consumer. It doesn’t have to cost you a fortune, just to be perceived as being of value to your market place.•

NOTES

Because the purpose of a business is to create a customer, it has two - and only two functions.
Marketing and Innovation
“Marketing and innovation produce results. Every other cost is an expense against your business.” Peter Drucker.
As we approach the year 2,000, the only tools businesses have to set themselves apart is marketing and innovation. Otherwise your product or service is on danger of becoming a commodity. (bought on price alone).
Things sure have changed! In the 60’s, 70’s and 80’s your competitive advantage was technology, geography, legislature, capital and cheap labour costs.
In the 90’s, it changed again to cheap technology, global competition, communication explosion, privatisation, deregulation and open money markets.
With the coming of the new millennium,the equation has become:
Money is rarely an issue.
Contemplate this formula and McDonald’s come to mind. They have all these bases covered.
So, what is marketing?
Marketing is educating your customers and prospects to understand, appreciate and desire the BENEFIT your product or service gives them ... then convincing them to desire it only from you!
And if you really want to be a marketing Guru, all you have to do is - understand, empathise, educate, relate to, love, help, appreciate, advise, indemnify, contribute to and add value to - your customer!
To be successful at marketing today, requires a change in strategy, purpose and mindset, to see your business through your client’s eyes - ask yourself “If I were a customer, would I buy from my business and why or why not?”
The key is to fall in love with your client, not your product or service.
U.S.P.
In a nutshell, having a Unique Selling Proposition means your company or your business...
has a unique and distinctive benefit or advantage to offer your customer or prospective client.
... One that is greater than that of your competitor, otherwise the customers have no motivation to do business with you (instead of your competitor).
Let me make a very important point at this juncture:
Your goal is to make your business distinctive - positively distinctive - to get your prospective customers and clients to see your business or professional practice as one that offers them a superior benefit or advantage that no other competitor offers them.
Something very valuable, very desirable, very important, very precious and meaningful to them that’s not available to them anywhere else.
This is the essence of a Unique Selling Proposition.
When I ask business people this question - “Can you tell me why your customers or clients buy from you instead of buying from your competitors?” - most of them don’t really have an answer. Some might say service or quality of product, however anyone in the same industry could make the same claim.
You need to be able to articulate a short and precise statement that sets you apart.
If you don’t have an answer to the question of why people should buy from you and not somebody else, that means one of two things. Either:
You do offer a client a unique set of advantages or benefits, but you’ve never identified it yourself, so you’re not clear on it and neither is your customer.
You offer your client no unique advantage or result and you’re just lucky that you have the business in the first place. There’s no basis upon which you’re keeping it.
Any time your competition offers your client an advantage that you don’t offer, they have the potential to take your client away from you.
I want to help you to determine the most powerful benefit or advantage you can possibly offer an existing client and any future client you ever appeal to. So appealing a benefit that it would be irrational for your client to choose anyone but your company or practice to deal with in the future.
And here’s how to do that:
You identify just what advantage, benefit, result or protection your client wants the most. Identify what it is that they’re not getting from anyone else they might be dealing with or perhaps what they’re not even currently getting from you.
And then you offer it to them! But don’t just simply offer it to them . . .
You incorporate the fact that you are now offering them this unique advantage or benefit, into everything you say and everything you do!
Let me give you some real examples you can relate to.
We’ll start with one that you’re undoubtedly familiar with - Federal Express. When they say “When it absolutely, positively has to be there overnight, Federal Express it!”. That’s a U.S.P.
When Domino’s first appeared, do you remember what they said? “Hot, juicy, delicious pizza - delivered to your door in 30 minutes or less - or it’s absolutely FREE”.
That’s a U.S.P.
Back when they started, no company was delivering pizza in half an hour - guaranteed. Few companies were delivering pizza that was hot. If it was delivered late and cold, you lived with it. There was no protection or guarantee or risk reversal attached.
Domino’s was the first and the only to do that. And guess what? Their USP was so distinctive; they virtually owned the market for years and years.
When Avis got started, they struggled to come up with a marketing that would gain them the market advantage they desired. They needed a USP that was very powerful. After all, Hertz was heads and shoulders above them in size and in market share.
What did Avis do? They came up with the USP “We’re number two, we try harder”. And they extended themselves by working harder, by giving better rates, by being more cordial and courteous.
They made incredible progress because of that USP.
Nordstrom built their department store success through one basic, unique selling proposition:
“You have a problem - for any reason - at any time in the future, bring it back for a no questions asked 100% money back refund. Any time in the future, not in three days, not in seven days, not in thirty days. If a year later you’re dissatisfied, if in 5 years later you’re dissatisfied, IT’S NO PROBLEM”.
Paddy Lund, a dentist, distinguished himself by having a dental practice that was different from any other practice in the rest of Australia.
He locked his front door, removed the conventional waiting room and replaced it with a series of ‘salons’, which are actually booths such as you would find in a restaurant. He installed tables there and employed a full time chef, so that the first aroma that his clients smelled, when they walked in, was of rolls being baked and delicious gourmet foods cooking.
Before patients got near the examination room, Paddy would sit down with them and have a friendly talk, sharing a cup of tea and a biscuit or breakfast roll with them.
He changed the entire image of the conventional dental relationship.
You must ask this question:
“What superior benefit or advantage or improved result am I, or is my business or practice, in a position to give to my custome?”
Here are more important questions...
“What superior benefit, advantage or result am I actually providing my customer with? . . . is it so subtle that they aren’t even aware of it, am I doing both them and myself a disservice? Am I making it known? Do they appreciate it? Am I getting credit for it?”
Your goal is to identify your USP and telegraph it to every customer or prospect or client you ever deal with from this point forward. One which they can expect to receive on an on-going basis, when doing business with your company or practice.
In my experience, most people in business are doing a good job, providing quality products and friendly service. They’re receptive to the needs of people and ready to fix a problem.
So, why isn’t every business booming?
Because most of these people in business fail to influence the client to choose them above anyone else. They are “me too” businesses.
Don’t design your USP or marketing around the 2% of customers who will attempt to take advantage of your unique promise or risk reversal.
These days you can take anything back to Target or K Mart and receive a full refund. It doesn’t even have to be in a box and neither do they insist on a receipt.!
They understand that the disproportionate amount of sales that are made far outweigh any loss due to the dishonesty of just a few.
To finish up . . . USP is the most important thing you must develop and then articulate. Not for your clients, not for your staff, but for yourself. It will play an enormous part in determining the direction that your company takes.
Innovation
Bill Gates, founder and major shareholder of Microsoft once said...
‘If Microsoft doesn’t develop the next major product within 8 months (of the latest development) then it is safe to say Microsoft will not exist in 3 years’.
Microsoft is a billion dollar empire and it’s this fickle. Once you have a successful USP that helps your business boom the biggest mistake you can make is thinking, ‘that’s it I’ve done it’.
You must constantly innovate and study your competitors because it doesn’t take long before other’s will notice your success and copy it.
To stay number 1 you must train as if you’re number 2...
Stay ahead of the pack because the view doesn’t change much if your not the lead dog! •

NOTES

“Marketing and innovation produce results.
Every other cost is an expense against your business.”
Peter Drucker.
Marketing + innovation + distribution +
production capability = Competitive advantage.

Speed Wealth Law No 7
Continue to Innovate & Tell the Story
What reason do you give your customers
to do business with YOU?

Once you have identified your USP - tell everyone about it and how it will benefit them!
What would happen if your house were built on a weak foundation? The first big storm that came along would cause it to creak and lean to one side - and eventually to cave in.
So what would happen if your business were built on a weak foundation?
Same thing! Exactly.
Sooner or later it’s going to cave in . . . . . and probably sooner. Especially if that storm is a particularly savage one.
So what is the foundation a business is built on?
The foundation is the system and with that in mind, here is the critical question . . .
What is the definition of a business system?
A business system is a repeatable process that produces a predictable and profitable outcome every single time.
First and foremost, a system works without you being ‘married’ to it 24 hours a day. Systems deliver predictable and consistent results.
A marketing system is arguably the most important kind of system that an entrepreneur can give the business.
One restaurant owner I know exemplifies the success of implementing such systems. He sends two letters and a postcard to residents and businesses in the neighbourhood surrounding his restaurant.
He has streamlined this system to the point where he has a formula for determining what percentage of responses he will get from each mailing and how many of those responses turn into reservations and revenue for his restaurant.
This systemised approach is called scientific advertising. In other words, your sales are no longer left to chance. You now have a predictable, measurable way to drive $$$ through your cash register.
If, for example, a seasonal slump is approaching, he can increase the number of letters mailed in order to increase revenue. This restaurateur can sleep well at night knowing that a certain number of new customers will call the next day, because this is an entirely mechanical process. He could go on holidays for three weeks and still guarantee a certain amount of business to his restaurant.
His system gives him immense power and leverage of time and relieves him of a lot of stress and frustration. He also has better positioning with new clients.
Always strive to put systems in place. The right systems can totally transform a business. The idea is to systemise your business so that it can effectively and efficiently, sell and support your product and service in larger quantities as you grow.
How many times have you heard of a business that’s been doing very well, they’ve expanded, in fact they may have had their best year yet . . . then they’ve gone bust!
It happens all the time and it’s one of the more frequent problems. And why is that?
It is because when these businesses try to expand, they’re attempting to do so with a weak foundation. They don’t have their support systems in place, their roots are not dug firmly enough and as I said before, the first winds that come along and ‘it topples over.’
The most dangerous time in the development of a business is the period after its strongest growth.
And why is that?
Simple! Human nature is such that when things are going well we drop our guard, stop doing the very things that got us to where we are, we take our eye off the ball.
Usually because of the sudden influx of cash, we’ll buy that new BMW car or 40ft Bertrum Launch we’ve been hanging out for. We relax the reins and take our eyes off the sales. The rest is just history.
Back to the systemisation and how you can ensure you avoid this situation.
In my opinion there are four basic elements to business. If you have more, I think you should simplify.
Business is simple, people are complicated.
So what are these four elements?
. Marketing
. Production / Production Capability
. Distribution
. Operations Administration
These are the four areas we want to look at, so what we want to do is create a system in each of these areas, that will effectively manage our business and one which works efficiently.
Marketing system. - This must be a systemised way of growing your business. It must relate to your advertising, your corporate colours, the way you answer your phone, your selling procedure ... basically any area that is designed to attract and make sales. And of course you must have a system for testing and measuring all of the above measurements.
Production and Production capability - Here you must have a system of ordering your products or raw materials, a system for manufacturing or assembling your products, a system that controls quality and a system that determines the quantity that you can produce (production capability). There is little use in having an abundance of orders if you can’t fill them. Conversely, there is no sense in producing products, which are not selling or are slow movers.
Distribution - This is an area where people often fall down. They have this great product (widget) or process, but they cannot find or don’t know the cheapest, most leveraged, cost-effective way to get it to the market place and then sold.
You have no doubt heard of the late Sam Walton of Wal-Mart. (bigger in the States than K Mart) Sam snuck up on the ‘big boys’ by going to the small mid western towns and setting up shop. These were towns that K Mart considered too small. He linked town after town, state after state and thus provided himself with a tremendous network in which to distribute his products.
The key to Sam Walton’s success was distribution and inventory control. In other words, he had the stock when his clients wanted it.
So, who is controlling your orders?
Who does that in your company and how often is it done? And who is checking to see if it has arrived? Who is checking to make sure the orders have been dispatched? - That’s what I mean by distribution system. It can’t be left to whims and chance.
Operations Administration - You must also have a system for invoicing, paying the bills, and hiring staff, staff promotions and rewards, a chain of command - who is responsible for what and to whom.
The idea of course, is to create a business that works like a well oiled machine. And here’s the best bit.
What kind of machine?
A money making machine!
And this is the critical piece of the Speed Wealth System. The ‘money making machine’ is what you’re intending to create and there are some very significant reasons for that.
There are two more really critical factors to take into account and these are absolute ‘must knows’! Ninety percent of business people I meet don’t understand these factors and they blow it right here.
It is critical that the money making machine be a repeatable process that works without you!
And that’s the crux of the matter for most people. Why? Because if you’re the major cog in the wheel then you are automatically likely to become the major clog in the wheel.
As I said before, quantity is critical. If you must be physically present for the business to work, then the business can only grow to the extent that you can personally handle, no matter how brilliant and gifted you are, or how energetic a person, there are only 24 hours in a day.
By imposing such high expectations upon yourself you will also be limiting your own potential and that of your business.
In order to create speed wealth and wealth in general, in your life, you cannot have limits on your income. Richard Branson of Virgin Records and Donald Trump, do not have limits on their income. Sam Walton had no limits on his income; in fact the Wal-Mart Empire continues to thrive long after his death. These business moguls were not the major cog, or the major clog in the wheel . . . they took themselves out of the picture.
I want to say this again, because it is so important. If your business is dependent on you there is no way you will ever maximise your income.
A true Speed Wealth Entrepreneur is a coordinator, the conductor of the orchestra!
The conductor may well also be a great violinist or trumpet player themselves, but is that where they are best placed?
No, because if they were to play the instruments there would be nobody left to conduct the orchestra.
What I am saying, is go ahead if you think you want to perform all the tasks and roles in your business, but remember, where you are the cog, you will eventually become the clog!
As Michael Gerber, author of the highly recommended E Myth, says . . .
“You must work on the business, not in the business.”
You need to imagine that your business is going to be a prototype that is going to be operating in one hundred more locations, or that your sales process, whatever that is, is going to be repeated ten thousand times. The critical thing, again, is that this can all happen without your involvement.
I have heard it said so many times. “I’m so stuck in my business. I haven’t got time for anything else.”
The business must ultimately run without you. This isn’t always easy in the beginning. In the first six months I didn’t set foot outside the door in most of my businesses, because I was creating the system. I was very involved - there most days and nights, getting the whole thing running just tickety-boo.
After the initial six months, I withdrew. I had it set up so that someone else ran the day to day operations. I worked on expansion and growth . . . and on selling the business. And that’s what provided me with the opportunity to cash out at the end.
Yes, I’ve read “Think and Grow Rich”, listened to all the tapes, gone to seminars and become a self improvement junkie. I was open to all the business courses around the place and I can say that I don’t regret any of that but there was a still a sense of struggle in terms of some of the things I was doing. Without boring you with a long story of discovery, the discovery was that big financial

NOTES

Speed Wealth Law No 8
Systemise & Duplicate
- then work ON not IN Your Business!

“Business is simple,
people are complicated.”

If your business
is dependent on you . . . there is no way you will ever maximise your income!

Financial success in any business arrives when the “demand consistently exceeds the supply”. In order to have that happen you must have:

Reliable, predictable consistent systems that affordably and efficiently provide abundant quantities of
quality prospects, customers and clients.

This applies to somebody like me, a business owner, speaker, consultant, writer, or to the local florist or to a manufacturer or whoever. Please stop to appreciate this statement. It took me years to get it and I’m glad I finally did.

A system by definition, is reliable, predictable and consistent. This means that you are not running ads wondering what the results will be. This means that you are not doing old fashioned ‘grunt work’ getting erratic results and burning out.

This also means that with a system in place you can go to bed every night knowing that within a small range of variants, how much business will be coming in by noon the next day. And wouldn’t that make you sleep a little easier?

And there are already proven systems which you can learn, choose and simply and inexpensively test for your business and reinvent your business with. People make fortunes using these systems.

Affordability means several things. You don’t have to spend a bundle to make a bundle. I want marketing leverage. With my systems you achieve a cost per head or cost per lead or per sale. Less than your past experience or industry norm.

Testing can be done inexpensively, for example, how about a system that provides $100,000 a month in profits from a marketing investment of about $30,000. That’s a 300% return on investment. Like clockwork. That’s the kind of multiple we seek and that system was tested and proven.

Efficiency means without lots of overheads, without complications,without hassles. Too many people wind up owned by their business rather as owners of their business.

One of the great virtues of having a business driven by my kind of direct marketing system, is it’s independence from your continual ‘hands-on’ involvement. Some operations can even get 90 % auto pilot.

Quantity and quality. The right balance. We want a lot of response, but we want qualified responses too. We actually build screens into many of our marketing systems to automatically sift the gems from the sand before we ever talk with the prospective customers personally.

If I’m advising a company which uses live sales people, I want to maximise those sales professional’s productivity value and job satisfaction by having them invest most of their time in ‘pre qualified, ready and able to buy’ prospects.

Sifting sand is a minimal wage job. Selling is a highly paid job. Why use highly paid people to do low wage work ? In fact, why not use modern tools to do the sifting for you?

And the same principle applies whether you are driving calls inbound to telephone sales people driving traffic to a retail store or show room, setting up appointments with CEO’s, whatever. The same analogy applies.

“Millionaire Maker” discovery. I have discovered that you can have the most wonderful product ever invented and the greatest service, and still starve! I’ve discovered that you can be a spectacular sales person and still starve. I’ve delivered great value and still starved, and so will you . . . unless and until you have an affordable, efficient, dependable means of attracting a sufficient flow of qualified buyers to you.

You cannot get rich, you can even starve and peace of mind will certainly elude you

DUPLICATION is a very powerful part of the Speed Wealth Laws and most people pass it by. The reason is that they rarely systemise any of the aspects of their business we discussed. Even if they do, the temptation is to keep changing things. The prevailing attitude seems to be “That worked, let’s change it”

That’s not how you get rich. The way to get rich is to have something that works and to keep doing it over and over.
Here’s my philosophy - business should be nice and boring. Get your kicks somewhere else. When something is working - keep doing it!
I want to make this very clear.
Firstly you create something that really works on a small scale, maybe one store, one office, one territory - a sale to one person in a methodology that works and then you simply repeat the process again and again and gain.
A Speed Wealth Entrepreneur understands that if he can make a profit on one location the only question is, how many locations can you create?
Using the direct response situation as an example, if you make a profit on one transaction - you send out one hundred letters and make a profit - the question is how many similar transactions can you create?
More people have created wealth for themselves using this ‘cookie cutting’ process than any other method in history. We mentioned Sam Walton, creator of Wal-Mart before. You know he’s not around anymore but his stores are!
Did Sam start with one million dollars in his wallet? No. He started one small store in one small town, which produced one small profit then he systemised so that the store would work effectively, efficiently, and profitably without him. This became the ‘cookie cutter’ method that he used to roll out fifteen hundred more ‘cookies’, the Wal-Mart stores, as they are known right across America.
Sam Walton was a true master of the Speed Wealth System. At the time of his death his net worth was calculated at well over 7.4 Billion . . . that’s Billion dollars.
Ray Crock was a blender salesman. He sold blenders to restaurants and one of these restaurants happened to be called McDonalds. It was owned by the McDonalds brothers, who ordered from Ray, not one but four blenders for making milkshakes. Four seemed to be an excessive number of blenders for one restaurant, so Ray investigated. He was amazed to find queues winding their way out the door . . . obviously business was firing!
Ray Crock then got involved in the business, moved the McDonalds brothers out, kept the name, systemised like crazy and then said “Ok, I’ve got a system or money making machine in one location that works. Does anyone want to pay for the rights to use my money making machine?” One of the greatest business success stories of all time.(And that’s called franchising.)
When you go into a McDonalds in San Diego, then one in Chicago, then one in London, then one in Mt Lawley in Western Australia, what do you get? The same boring thing.
That’s right. What you are getting is consistency. You will get the same Big Mac that you will get three thousand miles away
People come to depend on that consistency and that’s the beauty of duplication.
Not only from the customer’s point of view, but also for the staff, it keeps everything SIMPLE.
Try and get a new product into McDonalds and you will go through the ringer, because they know that business should be nice and boring.
They will only stick with what works and like any smart company, they will test it first. The new product will be tried in one location and if it works it will be tried in several other locations. If it works in them too, then the go-ahead is given for the ‘McPizza’ to be launched in all three thousand locations.
If it’s a hot idea, they systemise it and if it works . . . they DUPLICATE! No super complicated methodology to it.
Network marketing is another way to profit from the power of duplication.
The Grandaddy of this often misunderstood, sometimes mocked, but none the less, giant industry, is the Amway Corporation.
Started in 1959 with a single product, an all purpose cleaning agent, by two boyhood friends, Rich Devos and Jay Van Andel, the Amway Corporation has grown into a billion dollar a year empire. Amway distributes hundreds of it’s own products and other brand name merchandise including clothing and appliances, in a secondary catalogue.
A network of independent , mostly part time distributors, radiates from the small town of Ada in Michigan, USA to literally every nook and cranny in the world.
The Amway empire is based upon a few profoundly basic premises.
Firstly, the products are simple and anyone can use and understand them. People then tell their friends about them demonstrate them and with any luck these friends will already be familiar with products of that type. This makes the retail side of their business duplicable by anyone.
Secondly, their marketing is almost exclusively by word of mouth, allowing the company to avoid expensive mass media advertising. And because no retail outlets are established, funds can be directed into generous incentive plans for the distributors.
Network marketing is so popular today, Amway - Mary Kay - Herbalife. Why? Because it’s all about duplication. They have a very hot vehicle, which they believe to be somewhat timely or needed, then they duplicate. The system is already in place. You try it and if you like it you then find somebody else to try it. If your prospect likes the product you can train them to sell it to their friends and so on and so on.
As I have said before, if you want to get rich, you must deliver your value to a lot of people.
Now, not everybody has the money, the skill, or the marketing expertise to achieve their goals on their own. So the question is, how do you sell these high quantities of product without spending too much time or money doing so?
The answer is that you attempt to find buyers who can either purchase or sell, or distribute large volumes of your products or services. Having found these buyers, the next question you want to ask yourself is - “Do they want to buy, sell, distribute large quantities of my product / service, on an on-going basis?”
This is commonly called Host & Beneficiary or Joint Venture and it’s a wonderful way to duplicate without all the expense, which would normally be associated with selling large volumes yourself.
Host / Beneficiary Relationships are the quickest, most cost effective ways to grow your business and have someone else pay for the privelage.
So what is Host & Beneficiary?
A way to access new customers
A way to build your back end. (repeat orders).
A way to add value to your customers
A way to increase the leverage from the hidden assets of others.
Usually a reciprocal arrangement
Mutually beneficial partnership
Ask yourself:
Who has my customers before me?
Who wants my customers?
What do my customers want?
This is the most under utilised strategy yet the most optimised. (Doing more with less)
Let me give you an example of how it may work. You have produced a ‘How to Paint Your House” video and you sell it via retail outlets, paint stores and by mail order. You make a living but only just.
Who has my customers before me - in this situation? Paint manufacturers do. So you would offer it to them and they include it in a promotion that requires the purchaser to buy a certain amount of paint and get the video for free.
The paint manufacturer considers this a good idea and places an order for 100,000 videos. This is much better than trying to sell it to anyone who wants to paint their house.
But this story could get better. You could offer the copyright to produce the tape to the paint manufacturers themselves.
Why? Because big companies are always concerned that the little company won’t be able to deliver, won’t have the cash. So they restrict their exposure to you.
It would be better for you and them if you sold them the rights to produce the video thereby giving them control. You simply collect a royalty. But when they own the license they are in control and you get paid a royalty.
In fact, the paint manufacturer will save money because he can now produce them for a better price and there is virtually no middle-man.
See how powerful this can be. People who understand this Speed Wealth Law apply this strategy religiously. •
NOTES

“He started with one small store in one small town, which produced one small profit, then he systemised . . . and rolled out 1500 more stores across America”.

“If it’s a hot idea, they systemise it and if it works . . . they duplicate it. No super complicated methodology to it, really”

Find buyers who who can either purchase or sell or distribute large volumes of your products or services . . . on an on going basis!

Leverage is simply doing more with less. One plus one equals three.
Most people think leverage is about money and finance. It is actually about strategies and tactics, which enable you to work smarter instead of harder.
I go to sleep with a model every night.
If my fiance knew I could be in big trouble! But she needn’t worry because it’s not a Cindy Crawford type model.
My ‘model’ is really more of a motto.
“If you’re not using leverage you’re working too hard or earning too little”
In order to leverage effectively, you must replace yourself in the business. The question to ask yourself is - “How can I provide my value, my product my service and make a profit while I sleep or lie on the beach?”
You may ask yourself “How can I make $2,000 per day while I’m not working, while I’m playing golf, fishing, maybe just goofing off?”
When my children were small, I had an amusement machine business. By that I mean pool tables, jukeboxes and video games in clubs, pubs and amusement arcades. I had approx’ 85 machines and I worked two days a week, if you could call it work. I was collecting money. It was not unusual to pull out a cash draw of a machine and find $500 in it.
This all happened while I was playing with my kids, going to their sports days (most Dads can’t) and going to the footy.
I didn’t have to worry about wages or superannuation; in fact I didn’t even have to pay for the power to the machines. That’s heavy-duty leverage.
Another form of leverage is selling on the back end (selling something else to existing clients). You have already spent the money acquiring these clients, now it is very inexpensive to sell them something else.
Host & Beneficiary, as discussed earlier, is fantastic leverage. The guy with the “How to Paint Your House” video would only have to collect the cheque from the letterbox and deposit it in the bank . . . . which leads us nicely to Cash Out.
This is a combination of the steps that tie the whole Speed Wealth Laws together.
The difference between the average business owner and the Speed Wealth Entrepreneur is that the Entrepreneur starts with the end in mind!
I want to share a fact with you and you don’t have to believe a word I say, but this is my experience and the experience of many thousands of entrepreneurs . . .
You will never make as much money running a business as you can SELLING a business!
I think that the most lucrative product you will ever sell is the business itself. You could be on $150,000 a year, but that doesn’t compare with selling a chain of computer stores that you sold for 1.6 million … all in the space of two years!
You are well on the way to doing that if you apply the laws we have discussed here. The nice thing about following the Speed Wealth system is that it automatically sets up your business as a valuable and saleable commodity. So why is it so important that your business runs without you?
Because you can’t sell something that’s dependent on you being there. Would you buy a business that that was reliant on the special skills of the owner?
Absolutely not.
So what do buyers want?
They want a solidly proven, well run money making machine that turns out healthy incomes on an ongoing basis, without a lot of maintenance or too many problems. With the Speed Wealth system, that is exactly your intention - and outcome! A high powered moneymaking machine, which is already in a hot niche and one that’s still exploding. One that’s already been duplicated several times and there’s plenty of room for growth.
When you have this money machine in your possession and it is working well for you, big companies will line up to offer you 1,2,3 or even ten million dollars to own your business.
It’s a different way of thinking for most people who come from a ‘job’ mentality where the focus is on how much work they can get done every day. It’s very different.
So just when do you have to start thinking about this?
At the beginning!
You must think about selling from day one. You must enter into it, as I have done, with the intention of cashing out!
When I start a business I write, in my business plan, a sum of money I would be happy to receive in the event that I sell. Often when the business is worth that amount, I sell out. That’s the power of intention.
You may ask, “Can I still cash out if I am a distributor, or professional or I operate from a home business. And how can I engineer that?”
It’s very simple, if you are using the Speed Wealth System as I have related it to you. You can cash out in those specific arenas. Remember you have a hot vehicle - you still systemise, it still works without you, who cares if you work out of your house?
Most importantly, it must work without you!
If you are a professional, don’t call yourself (your business) John Clark Chiropractic Centre. Call yourself The Australian Chiropractic Centre. Become the coordinator of a group of chiropractors and see that the work is distributed evenly among those associated. Then follow the laws we have discussed and open these centres up everywhere.
Then if you choose, cash out for millions. You certainly wouldn’t be able to do that if you were immersed in the role of attending to the patients, would you?
One final point. . .
When it comes to cashing out, I am not saying that you have to sell your business. What I am saying is that it’s a matter of choice. You are wise to put yourself in a position where you can choose to become an instant millionaire if you want to.
Or you could lie on the beach and enjoy a passive income of 20, 30 or 50 thousand a month working in your favour regardless of whether you sell or not.
You may already be doing a lot of this stuff or be aware of somebody who is implementing these strategies in their business and reaping the rewards. It’s not overly complicated. I have presented it to you as a whole system, and it’s a very powerful one. It has worked wonderfully for me and I know it will for you, if you apply the strategies diligently. •

NOTES

The most lucrative product
you will ever sell is the business itself!

Speed Wealth Law No 9
Plan to Cash Out

If you’re not using leverage
you’re working too hard or earning too little
too little
“It Takes Money to Make Money” . . . or does it?

I feel the 9 Indisputable Laws of Speed Wealth would not be complete if I omitted to deal with the issue of money.

You’ve heard it so many times, it’s probably buried deep within your consciousness . . . “You need money to make money.”

Now, I don’t dispute for one minute that having money certainly makes things easier, however I would add a postscript to that which is . . .

“If you can’t make money without money,
you won’t make money with money either.”

Business “wrecking yards” are littered with the [disillusioned spirits] of entrepreneurs who mistakenly believed that all that was required to solve their problems would be a big chunk of cash. I too, have believed that at various times in my life. If only I could win Lotto, all my problems would be over or at least halved.

Of course, reality proves to be far removed from this popular belief. If it were true, how is it that so many of those ‘lucky’ individuals, too often find themselves right back where they started only a few short years after their “big win?” And what of the successful Vietnamese businessman who was forced to leave vast amounts of wealth behind when he vacated his war torn country . . . to amass a similar fortune in his adopted country? Does he owe his change of fortune to a major Lotto win?

I do not believe that money is the sole benefactor of vast fortunes!

I suspect more people give up on the notion of owning their own business (and their entrepreneurial ambitions), due to lack of money than anything else.

Any accountant will run you through the conventional start with a business plan scenario forecasting two to five years of hard work without any profit and a budget for all manner of equipment. And you will come away believing you will need somewhere between 1 & 2 gazzillion $$$ to get started.

Yet another entrepreneurial dream shattered.

Yet the ranks of those enjoying millionaire status, are overflowing with people who ignored all that, started with next to nothing and somehow managed to manoeuvre their way . . . to the top.

I know it hurts like mad at the time, but take heart; it can be detrimental for a business to commence with copious amounts of cash; in fact it can even stifle progress.

I know in my own case, having an ample supply of money has seen me wastefully buy equipment, rent offices, hire a secretary, employ sales people and extend credit. In this situation, I have also been less personally committed and driven to succeed.
My advice to you, is to ask yourself these questions before you spend money. “Will the money I am about to spend, further my ultimate goal directly?” and “ does it have the potential to create a sale?”

As I have said in my other publications, we do live in a very unique period of time in history. We have the largest earning group of individuals (Baby Boomers born 1945 - 1965) in that phase of their lives. And what is that these people value above all? Their time! Do something for this group of people, that they don’t want to do (or don’t have the time to do) for themselves and the only ‘money problem you will ever have, will be deciding how to spend it!

And as we move into the new millennium, our most valuable commodity will not be gold or gems or money - it will be information! Consequently, there will be no shortage of people willing to pay those who know what to do with that knowledge. Knowledge is power!

If you have the knowledge, the ‘know-how’ money will never be your major issue. If you know how to turn businesses around from failure to success - and the 9 Indisputable Laws of Speed Wealth will give you the grounding - you will be paid handsomely.

I personally, can quite confidently approach a failing business and by applying my knowledge, reverse it’s fortunes. Some will give me outright control, while others will happily pay for restitution of the business and share with me in the profits.

Lack of money is just an excuse and I am also convinced that there is no excuse for being unemployed either. It is simply too easy to create an opportunity out of thin air, to justify sitting on one’s backside taking hand outs from the government and friends.

How about these vocational ideas; A young woman walks dogs for a living. She takes 10 to 12 dogs walking at one time and reportedly earns over $30,000 per annum. The added bonus? She’s very fit!

A visit to one of local shopping centres brought two enterprising young men to my attention. While people are shopping, these fellows are busy cleaning windscreens and when I quizzed them I was staggered to learn, earning $70 each on average, per day. Three or four days a week and they have a thriving little business.

On a recent overseas trip, while in transit at Seattle International Airport, I indulged in a relaxing neck massage. As it turned out, a group of Massage Therapists had approached airport management and obtained permission to open a “chair massage centre” where travel weary people like myself could sit down , rest their heads on padded headrests and enjoy fifteen minutes of revitalising massage between flights. There is no reason why this could not work very well at some of our own busy airports in Australia.

Opportunities like these are emerging out of ‘nowhere’ every single day. The trick is to “solve a problem for a group of people who can afford to pay you for it” and . . . you’re in business immediately!

So, don’t let lack of money imprison you. There is undeniable evidence all around you . . . that you can turn your ideas into successful businesses with little or no money.

The Ultimate Success Secret

In my search for ‘the secret to success’ I have come to this conclusion. The real difference between those who ‘make it’ and those who bumble along passively going wherever life takes them, is ACTION!

I bet, if we followed any one of those successful people around for a week, and painstakingly recorded specifically how he / she spent their time, what they committed themselves to doing every single day to advance their career or business, you would likely say “No wonder they’re doing so well, just look at everything they’re doing!”

The truth is that most people are intellectually lazy and markedly lacking in curiosity when it comes to searching for information. It’s no surprise then, that in their business they lazily rely on one, two or three methods of attracting success (clients.)

As a consultant, I do not walk away from most clients thinking “It’s no wonder he’s doing so well-look at everything he’s doing”. Instead I mostly think “It’s a bloody miracle he is doing half as well as he is-look how little he’s doing!”

So if you need new clients for your business, don’t do one thing-do one dozen!! If you have a problem to solve, don’t implement one possible solution, - implement one dozen!

If money is a problem, make a list of ten different ways you can make some, and then go to work simultaneously on all ten ways. Take whatever action is necessary to ensure that you attract money and success and diversify the methods you use to do so. Vary the way you solve problems, the way you acquire new information and the many ways you might ‘grow’ as a person.

The Only Reliable Path to Maximum Success & Maximum ACTION!

Curiosity is a wonderful thing. Forget the tired old “Curiosity killed the cat” thing, curiosity is what uncovers opportunity … and what makes people rich.

The average child between the ages of five and ten, asks hundreds of questions every day. The average adult asks only a few. Healthy curiosity contributes greatly to the energy and enthusiasm for life that kids display … and lack of it has a lot to do with how prematurely adults age! Life-force itself is borne of curiosity and creativity. . . . stifle this precious quality and at least one foot is edging perilously close to the grave!

What kind of action delivers the greatest result in the minimum amount of time and expended energy?

It’s the powerful principle of MASSIVE ACTION!!

. . . not ‘give it a go’ action, or ‘toe in the water’ action, not wimpy ‘baby-steps’ action . . .
IMMEDIATE MASSIVE ACTION!!!

In 1946 a man named Walter Russell published his unique philosophies. Walter was known as a somewhat unusual character- larger than life, you might say. His education didn’t go beyond primary school and his first job, in a retail store, paid $2.50 per week. Despite this, and much to the amazement of those who were familiar with his unremarkable background, Walter Russell went on to achieve considerable notoriety and success, as an architect, sculptor and artist.

The publishing of his philosophies, led to them becoming known as “The Secrets of the Man Who Taped the Secrets of the Universe.”

Walter Russell believed and insisted that every man and every woman had a genius within.. He advocated that the successful man/woman or genius shared one conspicuous, common quality and that was- they produced a prodigious amount of work!

In his classic recording “Lead the Field”, Earl Nightingale related, with some irony, a story
about a man who, on arriving home every evening, would say to his family . . . “Gee I’m tired” . . . because those are the first words he heard every evening, from his own father, when he got home from his job.

I am often staggered at how little work / action people are willing to take in order to actually get what they passionately insist they want!

Let me give you an example of my own experiences of the principal of MASSIVE ACTION. Several years ago when I owned Mainstream Diner in Osborne Park, I was faced with almost overwhelming profitability problems. The business was growing well, but I just seemed to keep digging myself a bigger hole.

Here is the massive action I took in a series of steps, which changed that business forever and which were responsible for my being able to sell a business I had bought for $145,000, . . . For $365,000 within the short space of 20 months!

1. I worked out the cost price of every product we sold, right down to the paper bag and then increased the price of everything that didn’t fit my minimum gross profit margin.
2. I increased prices over the whole range in my shop, by 5% to 10% overnight-and only two people made any comment.

3. I called in all my existing major suppliers and said … “This business is growing, but I cannot survive on my present buying structure. I need you to submit the buy ing price for your product for the next 12 months-prices may change, but I need to know about and agree to it, in writing. If you can offer me a discount at this difficult time, I agree to remain loyal (buy my products from you only) and to pay my account promptly.”

4. I invited other major suppliers to submit their prices and I made them the same
offer I had made to my existing suppliers. The result was that I almost always stayed with my existing supplier, but now my prices had reduced by up to 10%. Do this in your business!

5. I asked all suppliers for $250 worth of stock because I was running “Win a Trip to Bali

It’s said that all good things must come to an end .... But I don’t believe it !!
Which is why I am about to bribe you to continue with a very GOOD thing and keep learning and absorbing every bit of absolutely critical information that you can, so that you can be on the cutting edge
The Tenth Law

Bali” competition. All suppliers have an advertising budget, but rarely do people ask for subsidy. And besides, I was only asking for stock, not cash. This meant it didn’t really cost the supplier $250 - his cost was probably more like $125 or less. The bonus for me, was that I got to sell that stock at full retail, sometimes 5 x $250 + 100% GP. Wow!

This one strategy raised more money than my entire promotion, in fact it actually made money, which I then passed on to my client by promoting ‘special’ suppliers products.

6. I created a voucher book, similar to the ones McDonalds produce. In it were three offers-the same on each page-which were discounted or value added. We then left a space for the customer to fill in their details to enter the big draw. (The Bali holiday)

7. I created a folder which contained a menu, fax order forms, voucher book and various flyers promoting the products and services individually. Ie; Breakfast - bacon, eggs, toast and tomato with free coffee or tea.

8. Then (and this is often where people fall down with their endeavors) . . . I told the whole of Osborne Park about it! - MARKETING. I was fortunate to have a bubbly and sociable staff member who ‘put up her hand’ to distribute these fold ers around to every business she could find - and tell them about our promo tion.

By taking this massive action, I was able to wipe out my overdraft and repay another loan of $30,000, in just a few short months. My turnover leaped very quickly to $16,000 per week and profitability was now enormous.

I recall being ‘flashed’ by speed cameras twice in the same week, as I rushed to a supernmarket because we had run out of bread. I decided to be philosophical about the two fines I incurred . . . it was a trade-off.

Another interesting observation, was how my staff overcame their initial response of panic at the sudden and significant increase in their work-loads, to ‘rise to the occasion’ and draw on that extra ‘something’ in order to meet the demand and get the job done! Sure we were flat out, but there was a sense of fun to be part of something special.

Here is the secret! Had we used just one of these tactics and maybe introduced another later, I suspect time and lack of money would have caught up with me. It was the combination of all of them-the MASSIVE ACTION that saved the day.

To turn failure into success … take action!

Of course you could respond to the situation as most would with “Geez, that’s a lot of work!” or “How am I supposed to get all that done?” or “I’ll be working till midnight every day to do all that!”

When your business is faced with similar problems to the ones I had to deal with, it is, I call it a “period of emergency” … and if you don’t take massive action, your business will go belly up!

‘belly up’!

Can you cultivate the most prized personal characteristic of all? Are you prepared to ‘carry the message to Garcia?’

If you don’t know the story of the man who ‘carried the message to Garcia’ I have included it here. It reveals arguably the most valuable characteristic we, as human beings are capable of.

“A Message To Garcia”

In all this Cuban business there is one man stands out on the horizon of my memory like Mars at perihelion.

When war broke out between Spain and the United States, it was very necessary to communicate quickly with the leader of the Insurgents. Garcia was somewhere in the mountain vastness of Cuba - no one knew where. No mail or telegraph message could reach him. The President must secure his Cupertino, and quickly.

"What to do!" Someone said to the President, "There is a fellow by the name of Rowan will find Garcia for you, it anybody can."

Rowan was sent for and given a letter to be delivered to Garcia. How the "fellow by the name of Rowan" took the letter, sealed it up in an oilskin pouch, strapped it over his heart, in four days landed by night off the coast of Cuba from an open boat, disappeared into the jungle, and in three weeks came out on the other side of the island, having traversed a hostile country on foot, and delivered his letter to Garcia - are things I have no special desire now to tell in detail. The point that I wish to make is this: McKinley gave Rowan a letter to be delivered to Garcia; Rowan took the letter and did not ask, "Where is he at?"

By the Eternal, there is a man whose form should be cast in deathless bronze and the
statue placed in every college of the land. It is not book-learning young men need, nor instruction about this and that, but a stiffening of the vertebrae which will cause them to be loyal to a trust, to act promptly, concentrate their energies, do the thing "Carry a message to Garcia."

General Garcia is dead now, but there are other Garcias. No man who has endeavoured to carry out an enterprise where many hands were needed, but has been well-nigh appalled at times by the imbecility of the average man the inability or unwillingness to concentrate on a thing and do it.

Slipshod assistance, foolish inattention, dowdy indifference, and half-hearted work seem the rule; and no man succeeds, unless by hook or crook or threat he forced or bribes other men to assist him; or mayhap, God in His goodness performs a miracle, and sends him an Angel of Light for an assistant.

You, reader, put this matter to a test: You are sitting now in your office - six clerks are within call. Summon any one and make this request: "Please look in the encyclopaedia and make a brief memorandum for me concerning the life of Correggio."
Will the clerk quietly- say, "Yes, sir," and go do the task?

On your life he will not. He will look at you out of a fishy eye and ask one or more of;

Who was he?
Which encyclopaedia?
Where is the encyclopaedia?
Was I hired for that?
Don't you mean Bismarck?
What's the matter with Charlie doing it?
Is he dead?
Is there any hurry?
Shan't I bring you the book and let you look it up yourself?
What do you want to know for?

And I will lay you ten to one that after you have answered the questions, and explained how to find the information, and why you want it, the clerk will go off and get one of the other clerks to help him try to find Garcia and then come back and tell you there is no such man. Of course I may lose my bet, but according to the Law of Average I will not.

Now, if you are wise, you will not bother to explain to your "assistant" that Correggio is indexed under the C's, not in the K's, but you will smile very sweetly and say, "Never mind," and go look it up yourself. And this incapacity for independent action, this moral stupidity, this infirmity of the will, this unwillingness to cheerfully catch hold and lift - these are the things that put pure Socialism so far into the future. If men will not act for themselves, what will they do when the benefit of their effort is for all?

A first mate with knotted club seems necessary; and the dread of getting "the bounce" Saturday night holds many a worker to his place. Advertise for a stenographer, and nine out of ten who apply can neither spell nor punctuate - and do not think it necessary to.

Can such a one write a letter to Garcia?

"You see that bookkeeper," said the foreman to me in a large factory,

"Yes. What about him?

"Well, he's a fine accountant, but if I'd send him up town on an errand, he might accomplish the errand all right, and on the other hand, he might stop at four saloons on the way, and when he got to Main Street would forget what he had been sent for."

Can such a man be entrusted to carry a message to Garcia?

We have recently been hearing much maudlin sympathy expressed for the "downtrodden denizens of the sweatshop" and the "homeless wanderer searching for honest employment," and with it all often go many hard words for the men in power.

Nothing is said about the employer who grows old before his time in a vain attempt to get frowzy ne'er-do-wells to do intelligent work; and his long, patient striving after "help" that does nothing but loaf when his back is turned. In every store and factory there is a constant weeding-out process going on. The employer is constantly sending away "help" that have shown their incapacity to further the interests of the business, and others are being taken on. No matter how good times are, this sorting continues: only, if times are hard and work is scarce, the sorting is done finer - but out and forever out the incompetent and unworthy go. It is the survival of the fittest. Self-interest prompts every employer to keep the best - those who can carry a message to Garcia.
1 know one man of really brilliant parts who has not the ability to manage a business of his own, and yet who is absolutely' worthless to anyone else, because he carries with him constantly the insane suspicion that his employer is oppressing, or intending to oppress him. He cannot give orders and will not receive them. Should a message be given him, to take to Garcia, his answer would probably be, "Take it yourself!"

Tonight this man walks the streets looking for work, the wind whistling through his threadbare coat. No one who knows him dare employ him, for he is a regular firebrand of discontent. He is impervious to reason, and the only thing that can impress him is the toe of thick soled Number Nine boot.

Of course, I know that one so morally deformed is no less to be pitied than a physical cripple; but in our pitying let us drop a tear, too, for the men who are striving to carry on a great enterprise, whose working hours are not limited by the whistle, and whose hair is fast turning white through the struggle to hold in line dowdy indifference, slipshod imbecility, and the heartless ingratitude which, but for their enterprise, would be both hungry and homeless.

Have I put the matter too strongly? Possibly I have; but when all the world has gone a-slumming I wish to speak a word of sympathy for ' the man who succeeds - the man who, against great odds, has directed the efforts of others, and having succeeded, finds there's nothing in it, nothing but bare board and clothes. I have carried a dinner-pail and worked for day's wages, and I have also been an employer of labour, and I know there is something to be said on both sides. There is no excellence, per se, in poverty. Rags are no recommendation; and all employers are not rapacious and high-handed, any more than all poor men are virtuous. My heart goes out to the man who does his work when the "boss" is away, as well as when he is at home. And the man who, when given a letter for Garcia, quietly takes the missive, without asking any idiotic questions, and with no lurking intention of chucking it into the nearest sewer, or of doing naught else but deliver it, never gets "laid off," nor has to go on a strike for higher wages. Civilisation is one long, anxious search for just such individuals.

Anything such a man asks shall be granted. He is wanted in every city, town and village - in every office, shop, store and factory. The world cries out for such; he-is needed and needed badly - the man-who can "Carry a Message to Garcia."

There is incredible value to be found in the mistakes you make. In fact, there is arguably more value to be found in making mistakes, than if you were to get it right every time!

On General Schwarzkopf’s recent Australian tour, he said “If a bundle of decisions were made and action taken and these decisions proved to be wrong 49% of the time, then everybody would still be away ahead of where they were, had there been no decision made and no action taken.”

Success is made up of a certain number of successes plus a certain number of failures!

The same applies in any profession or walk of life, whether that be in retail or law-you must be prepared to risk something of yourself and remain somewhat detached from the outcome including inevitable criticism sent in your direction.

The history of Australia is peppered with stories of successful people, who demonstrated no particular talent or superior intelligence and did not pursue their education beyond high school. But these individuals did display one common characteristic -PERSISTANCE-with the result that they achieved incredible levels of success!

And such stories are not exclusively about the ‘business’ arena. Alan Bond really backed the odds when he wrested the America’s Cup from the iron fisted grip of it’s country of origin to bring it triumphantly home to Australia! Bondy was an immigrant signwriter with an average sort of education … and yet his achievement is legendary and unquestionably played a significant part in shaping the more recent history of this country.

You might wonder … what greatness could Australia achieve as a nation, if the best and the brightest of our citizens, were also the most persistent? PERSISTENCE!

I recall many times when I personally, have wanted to quit-but I didn’t, mostly because I couldn’t.

The industrialist C.F. Kettering said … “No-one ever would have crossed the ocean if he could have gotten off the ship in a storm.” There is a lot to be said for refusing to give up.

Graeme Alford is an ex barrister, who really botched it up about 12 years ago. He got it so wrong, in fact, that he ended up in jail, facing a considerable sentence after being convicted over the very serious charge of armed robbery! At the time of his conviction, Graeme weighed well over 130 kilograms and suffered from alcohol and drug addiction.

Today, the same man is a sought after public speaker, promotes international events and has published his own book- “Mental Toughness”. Graeme Alford has literally reinvented himself . Last year, he was acknowledged on Australia’s foremost current affairs program 60 Minutes, as an “Australian Icon” for having brought General Schwarzkopf, Mikhail Gorbachev, Al ‘Chainsaw’ Dunlap and several other internationally acclaimed ‘stars’ to Australia. Not a bad come-back for an ex jail-bird.

So how do you convert failure to success?

Firstly by just ‘hanging in there’. Success transcends failure … through sheer persistence. Colonel Sanders, who gave Kentucky Fried Chicken to the world, was 61 years of age and had presented his now famous chicken recipe to a staggering 1,109 outlets before someone said
On your life he will not. He will look at you out of a fishy eye and ask one or more of;

Who was he?
Which encyclopaedia?
Where is the encyclopaedia?
Was I hired for that?
Don't you mean Bismarck?
What's the matter with Charlie doing it?
Is he dead?
Is there any hurry?
Shan't I bring you the book and let you look it up yourself?
What do you want to know for?

And I will lay you ten to one that after you have answered the questions, and explained how to find the information, and why you want it, the clerk will go off and get one of the other clerks to help him try to find Garcia and then come back and tell you there is no such man. Of course I may lose my bet, but according to the Law of Average I will not.

Now, if you are wise, you will not bother to explain to your "assistant" that Correggio is indexed under the C's, not in the K's, but you will smile very sweetly and say, "Never mind," and go look it up yourself. And this incapacity for independent action, this moral stupidity, this infirmity of the will, this unwillingness to cheerfully catch hold and lift - these are the things that put pure Socialism so far into the future. If men will not act for themselves, what will they do when the benefit of their effort is for all?

A first mate with knotted club seems necessary; and the dread of getting "the bounce" Saturday night holds many a worker to his place. Advertise for a stenographer, and nine out of ten who apply can neither spell nor punctuate - and do not think it necessary to.

Can such a one write a letter to Garcia?

"You see that bookkeeper," said the foreman to me in a large factory,

"Yes. What about him?

"Well, he's a fine accountant, but if I'd send him up town on an errand, he might accomplish the errand all right, and on the other hand, he might stop at four saloons on the way, and when he got to Main Street would forget what he had been sent for."

Can such a man be entrusted to carry a message to Garcia?

We have recently been hearing much maudlin sympathy expressed for the "downtrodden denizens of the sweatshop" and the "homeless wanderer searching for honest employment," and with it all often go many hard words for the men in power.

Nothing is said about the employer who grows old before his time in a vain attempt to get frowzy ne'er-do-wells to do intelligent work; and his long, patient striving after "help" that does nothing but loaf when his back is turned. In every store and factory there is a constant weeding-out process going on. The employer is constantly sending away "help" that have shown their incapacity to further the interests of the business, and others are being taken on. No matter how good times are, this sorting continues: only, if times are hard and work is scarce, the sorting is done finer - but out and forever out the incompetent and unworthy go. It is the survival of the fittest. Self-interest prompts every employer to keep the best - those who can carry a message to Garcia.
1 know one man of really brilliant parts who has not the ability to manage a business of his own, and yet who is absolutely' worthless to anyone else, because he carries with him constantly the insane suspicion that his employer is oppressing, or intending to oppress him. He cannot give orders and will not receive them. Should a message be given him, to take to Garcia, his answer would probably be, "Take it yourself!"

Tonight this man walks the streets looking for work, the wind whistling through his threadbare coat. No one who knows him dare employ him, for he is a regular firebrand of discontent. He is impervious to reason, and the only thing that can impress him is the toe of thick soled Number Nine boot.

Of course, I know that one so morally deformed is no less to be pitied than a physical cripple; but in our pitying let us drop a tear, too, for the men who are striving to carry on a great enterprise, whose working hours are not limited by the whistle, and whose hair is fast turning white through the struggle to hold in line dowdy indifference, slipshod imbecility, and the heartless ingratitude which, but for their enterprise, would be both hungry and homeless.

Have I put the matter too strongly? Possibly I have; but when all the world has gone a-slumming I wish to speak a word of sympathy for ' the man who succeeds - the man who, against great odds, has directed the efforts of others, and having succeeded, finds there's nothing in it, nothing but bare board and clothes. I have carried a dinner-pail and worked for day's wages, and I have also been an employer of labour, and I know there is something to be said on both sides. There is no excellence, per se, in poverty. Rags are no recommendation; and all employers are not rapacious and high-handed, any more than all poor men are virtuous. My heart goes out to the man who does his work when the "boss" is away, as well as when he is at home. And the man who, when given a letter for Garcia, quietly takes the missive, without asking any idiotic questions, and with no lurking intention of chucking it into the nearest sewer, or of doing naught else but deliver it, never gets "laid off," nor has to go on a strike for higher wages. Civilisation is one long, anxious search for just such individuals.

Anything such a man asks shall be granted. He is wanted in every city, town and village - in every office, shop, store and factory. The world cries out for such; he-is needed and needed badly - the man-who can "Carry a Message to Garcia."

If you look at the most successful entrepreneurs, you won’t find that it’s superior intelligence, talent, education or resources that sets them apart. In fact most self made millionaires are surprisingly ordinary-and often devoid of remarkable intellectual prowess.

That is not to say that a small percentage of M.E.N.S.A. Members ( ………………………………………………………. ) have not reached millionaire status. Many have, but superior intelligence is not the over-riding factor that placed them there! It’s a different determinate altogether!

The most stunningly successful entrepreneurs seem to share one special quality . . . they are profoundly stubborn! Put another way, they are persistent and they take action . . . and then they are more persistent and they take more action!

HOW YOU DEAL WITH FAILURE DETERMINES WHETHER OR NOT YOU EVER GET TO DEAL WITH SUCCESS!

Research has shown that the average entrepreneur goes through 3.8 failures before achieving significant success!

So go ahead, screw it up and embarrass yourself a lot - fast!
“YES”! There is definitely a lot to be said for persistence!

And the second way of creating success from failure, is to diligently set about unveiling the concealed opportunity. And when you find it, ask yourself this question - “What can I do here to get an extraordinary result?”

To give you an example, I recently attended the annual Franchising & Business Expo, because as a developer of information products, I am constantly on the look-out for “concealed gems”. For that reason, I make an effort to get to as many of these events as I can .

At this particular expo, I spotted a company which runs seminars to show people a fail safe formula for buying real estate, which guarantees a positive cash flow and financial freedom, achievable within eight years . . . If you buy seven to eight properties in that time. I didn’t have a desire to buy real estate - what I saw was a product with the title “How To Buy Seven Pieces of Real Estate in Ten Years Without Using Any of Your Own Money and Retire Independently Wealthy”.

That product is now in the final stages of completion. I entered into a joint venture agreement with the company, whereby I market their product, sell it independently to my own clients and facilitate the sale of many more properties for them. A win/win situation.

The third way of turning failure into resounding success, is by taking prompt, decisive action! Staying static will get you nothing! When Mick Doohan takes a fall from his bike, he gets straight back on … when the ‘Great White Shark’ loses a tournament, he continues to hit balls. I wonder how many shots Michael Jordan missed during his pro basketball career and how many were crucial shots? One thing’s for sure, he didn’t stomp over to the bench, beg the coach to take him out of the game, sit the rest of it out with a towel over his head and refuse to ever take another shot! What did he do? HE TOOK ANOTHER SHOT - and soon!

I have heard countless coaches from all modes of sport saying this about their champion players . . . “I’ll just let him/her play him/herself out of this slump (poor form)”

No, becoming immobilized is not the answer. As with most problems, ACTION is the only true antidote.

Finally, to quote some frequently used proverbs- “Nothing is as good or as bad as it first seems to be” . . . . and . . . . “Whenever one door closes, another opens”. In my own life, I have found that every great disaster, disappointment or tragedy has somehow paved the way for greater opportunity or benefit to come my way. Every single time!

If you can’t see or uncover the immediate benefit or opportunity in your ‘failure’, then set it aside as ‘unfinished business’ rather than viewing it as permanent and crushing failure, because in time, I’m sure it will yield enormous value.

Warm Regards

Mal Emery