BOOKPRESENTATION

SWIM WITH THE SHARKS WITHOUT BEING

EATEN ALIVE BY HARVEY MACKAY

Harvey Mackay : Harvey Mackay is a seven-time, New York Times best-selling author of
"Swim With The Sharks Without Being Eaten Alive", and "Beware the Naked Man Who
Offers You His Shirt." Both books are among the top 15 inspirational business books of all
time, according to the New York Times. In total, Harvey’s books have sold 10 million copies
worldwide, translated into 46 languages and sold in 80 countries. Harvey is also a nationally
syndicated columnist for United Feature Syndicate. His weekly articles appear in nearly 100
newspapers across the country.

Harvey Mackay is one of America’s most popular and entertaining business speakers.
Toastmasters International named him one of the top five speakers in the world along with
Tony Robbins and Governor Mario Cuomo. He has spoken, weekly, to Fortune 1000
companies around the world for more than 30 years. 

Early life
Harvey Mackay was born in 1932 in Saint Paul, Minnesota, to Jack and Myrtle Mackay and
is the grandson of Russian Jewish immigrants. His father, an Associated Press correspondent,
headed AP's Saint Paul office for 35 years. His mother was a substitute schoolteacher.
Mackay held jobs from an early age, including selling magazines door-to-door, delivering
papers, shovelling snow, and cutting grass. While in high school, Mackay clerked in a men's
store during the week and worked as a golf caddy on the weekends.
Mackay graduated from Central High School in Saint Paul, Minnesota in 1950. In 1954, he
received a Bachelor of Arts degree in History from the University of Minnesota-Twin
Cities where he also lettered in golf. He graduated from the Stanford University Executive
Program at the Stanford Graduate School of Business in 1968.

ENTREPRENEURIAL BEGINNING

At age 27, Harvey Mackay purchased a small, failing envelope company that has grown to a
$100 million business. MacKay Mitchell Envelope Company  is one of the nation’s major
envelope manufacturers, producing 25 million envelopes a day. Currently, they employ over
450 people. As chairman, Harvey’s philosophy is engrained in the company, beginning with
its motto: Do what you love, love what you do and deliver more than you promise.

NOT JUST A BUSINESSMAN

Harvey loves to stay involved in the community and currently sits on a number of boards.
That includes the Minnesota Orchestra and formerly as the Director for the Robert Redford
Sundance Institute and the University of Minnesota Carlson School of Management to name
only a few. He was a guest lecturer and commencement speaker at various universities and
business schools. This includes Harvard, Stanford, University of Michigan, Cornell, Wharton,
and Penn State.

In spite of his hectic schedule, Harvey still finds plenty of time for family and fun. He’s an
avid golfer (9.4 index) and recently won the Super Senior Men’s Championship at The
Estancia Golf Club in Scottsdale.

He and his wife, Carol Ann, have been married for over 50 years, and enjoy spending time
with their 11 grandchildren. They are avid travelers, having recently returned from an 8-
country CEO tour of the Dalmatian Coast.

He is among the top 30 thought leaders on leadership by the American Management

Association. Others on the list include Jack Welch, Sir Richard Branson and John Maxwell.

Ch 1 “I’d like 15,000 Tickets for Tonight’s Game, Please”

Most business problems can be solved if you can teach yourself to look beyond the dollar
sign. Business revolves around human beings. The book offers is not how and what to buy
cheap and sell. Instead, try to help you make money by giving a better understanding of
people. Anyone can get the order if he’s willing to stretch the truth far enough. Whether
you tell the truth or not, you don’t come out a winner just by getting that first big order.
The mark of a pro is getting the reorder.

Ch 2 - Harvey Mackay’s Short Course In Salesmanship

  It’s Not How Much It’s Worth, It’s How Much People Think It’s Worth 

Main Idea suppose I am a speaker and I begin my presentation by reaching into my

pocket and hold up ₹2000 and say this ₹2000 is sale for exactly ₹20 who wants to buy it
now be honest would you accept this to get my attention or would you wait for few
seconds and see what everyone else does and then after a hand or two to goes up timidly
raise your own if you are one of the hesitators you are normal we have been taught all our
lives that suckers fall for deals like this but once someone else is willing to take a chance
on no better information than ours, then our greedy little hands pop up and we tend to go
along. The faster others’ hands are raised, the greater the demand, and the more likely we
are to be part of it.

Our sense of what anything is worth derives not from any intrinsic value of the object itself
but from the demand that has been created for that object. Therefore, if we are selling
something, we hold the key to setting the value ourselves. 
Supporting Ideas  Marketing is not the art of selling, not the simple business of
convincing someone to buy. It is the art of creating the conditions in which the buyer
convinces himself to buy. And nothing is more convincing than hard evidence that others
want the same thing.

There Are Objections to Every Proposition, No Matter How Attractive; Good

Salespeople Set Up Situations Where The Customer Sells Himself 

Main Idea You need to create an atmosphere in which the customer must qualify to get
the product. That is the only way to sell products with limited intrinsic value but great snob
value.

 Supporting Ideas, The Japanese describe the typical American marketing plan as:
READY? FIRE! AIM. What value can be placed on ego or uniqueness? These are qualities
that everyone sets themselves. There are no definitive guidelines to work from. Therefore,
the salesman’s challenge is to add value to his product using these qualities.

Knowing Something About Your Customer Is Just As Important As Knowing

Everything About Your Product

Main Idea Before you choose one tactic or the other, you better be certain with whom you
are dealing. When you know about your customer’s special interests and characteristics,
you always have a basis on which you can contact and talk to them.

Supporting Ideas Look at politicians. If you want one to do something for you, instead of
asking them directly, you should either create the public climate to make supporting
that position popular or do whatever is necessary so that the politician feels they have to
return a favour to you. Knowing your customer means knowing what your customer really
wants. It might be more than your product - it could be recognition, respect, a feeling of
self- importance or any of several other things. 

The 66-Question Customer Profile

 Main Idea Anyone armed with the right knowledge can break down a potential
customer’s natural suspicions. The Mackay 66 is designed to make information gathering
systematic and effective. All of us gather data about people—especially people we want to
influence. The only question is how well we understand it and what we do with it.

Filling out a 66-question profile of each one of the customers is to know, based on
observation and routine conversation, what customer is like as a human being, what he
feels strongly about, what he’s most proud of having achieved, and what the status
symbols are in his office.
Naturally, the more you know someone, the personal you can be with your relationship in
appropriate ways. The original Mackay 66 profile is a profile containing 66 things you
research and record about people in your network.

The entire purpose of this hack is to help build better relationships with people by
researching, collecting, managing, and CREATIVELY following up with people in your
network based on what you know is most important to others. Your creative follow up on
what you know about others is what makes the biggest difference.

Supporting Ideas If selling was simply a matter of determining who has the lowest bid,
then the world wouldn’t need salespeople. However, your job as a salesperson is to
make sure that your product at least gets a fair hearing. How do you do that? By appealing
to all the areas of interest for any specific prospect. Collecting the information is easier
than you might think. Customers are remarkably candid about things that truly interest
them outside the usual work environment. You will also read relevant information in
newspapers or trade magazines. The Mackay 66 paperwork is developed simply to help
organize all this information into a usable format. Note that the forms belong to the
company, not the sales people. That way, a new salesman can pick up where the old
salesperson leaves off. You should also make sure the forms are never photocopied and
get stored in a secure location. One final point. The information has to be updated
continuously, as circumstances change quickly.

 The Mackay 66 Continued: War Stories 

Main Idea By knowing enough about a customer to fill in the Mackay 66, you have
everything needed to be in touch frequently. 

Supporting Ideas How do you use the information? Question 5 - Date of birth and place.
On their birthday, take them out to lunch. Whenever you read something about their home
town, clip it out and send it to them. Questions 7-12 - Education. Its amazing what
common friends this can turn up. Questions 13-19 - Family. You’ll have their complete
attention when you talk about their family interests. Question 22 - Business background.
The most important reading you can do is to read the office walls where you call. Offers
great insights into where their heart lies. 

Once You Attach Your Personality To A Proposition, People Start Reacting To

The Personality And Stop Reacting To The Proposition. 

Main Idea The challenge is to make others see the advantage to themselves in responding
to your proposal. The key to this is letting the other person’s personality shine. You need
to put a lot of thought into analysing customers before deciding who in your company will
service that account. Knowing your customer is all important - don’t just march in offering
an objectively attractive deal.

Racial and Religious Prejudice and Human Envy Have Not Been Eliminated as of
the Date of Publication of this Book
Our challenge, whether we are salespeople or negotiators or managers or entrepreneurs,
is to make others see the advantage to themselves in responding to our proposal.
Understanding our subjects’ personalities is vital. Let them shine. Our own personalities
are subordinate.

If you aren’t sure of your customers, stay home and hire someone who knows the territory.
Sometimes you’ll find that your prospects are more comfortable and receptive around
people whose styles are local.

How To Handle The Tough Prospect?

Main Idea 
A great salesperson is someone who can get the initial order and ongoing reorders from
the same person. Anyone can get the initial order if they are prepared to tell enough lies.
It’s the level of repeat business generated day in and day out that marks a salesperson for
distinction. 

Supporting Ideas Try these techniques. 

•See to it that you are introduced by someone or something. If you sell for a 
big company, you’re initial introduction can come from corporate advertising. When you
work for a small company, look for someone known to both of you who will be your
introduction. 
•Write beforehand and ask for an appointment. 
•When you call to make an appointment, promise his or her secretary that you 
will be there for only 300 seconds. Promise if you stay any longer, you will donate five
hundred dollars to her favourite charity. 
•On your first in-person meeting, introduce yourself, tell him his business is 
important and that you will personally be following through on all contacts. That’s all.
Leave quickly, taking about two and a half minutes.
Follow up with a thank you note confirming what you said and thanking him 
for his time. Will this always work? Does anything? But you’ll find it averages better than
any- thing else you could try. Don’t worry if you don’t even get a whiff of an order. You’re
positioned for the long-haul as a very strong number two, and no-one is going to more
trouble to keep this account aware of your interest. If you have the perseverance and
patience to position yourself as Number Two to enough different people, you will be an
extremely wealthy and successful salesperson. If you’re standing second in line, in enough
lines, sooner or later you’re going to move up to Number One, and the amazing thing is
that no one else uses this strategy. It works not just in business but in your personal life as
well. 

Create Your Own Private Club 

Main Idea With a little pre-planning, you can make the best restaurants in town your own
personal and private club for entertaining clients or prospects. Business clubs and country
clubs, with selective memberships and facilities, exist 
for just one reason - to create an atmosphere that makes it easier to do business. How can
you create a similar type of aura? Pick the best restaurant in town. See them beforehand
and sign a credit card slip. Also tell them you’re bring in an extremely important client. Ask
them to greet you when you arrive and to not bring menus but simply to recite three or
four of the best items being served that day. Finally tell them to add 25% to the bill for
their services. Then, when you’ve finished the meal, simply stand up and leave. You won’t
believe the look on your prospect or client’s face when you simply get up and leave. 

Short Notes Yield Long Results

Main Idea Short, personal notes reinforce the professional image you are portraying to
your clients and generate repeat business. Many successful people constantly send out
short notes. These are hand-written, hand-stamped and mailed out the same day
something special has happened to the person they are being sent to or as a follow up to a
meeting. It only takes a moment but it ensures the recipient doesn’t forget you. And it
generates enormous amounts of repeat business.

 The Second-best Place To Look For New Business

 Main Idea Don’t forget to do business with your suppliers. Everyone in business knows

the 80/20 rule: 80 percent of your business comes from 20 percent of your clients. Now
turn that around. If 20 percent of your customers are 80 percent of your business, then,
when you’re the customer and not the salesperson, you’re also 80 percent of the business
to 20 percent of your own suppliers. Make this work in your favour by expecting them to
use you as their supplier when possible.

 What Salespeople - And Not Entrepreneurs – Know

 Main Idea Ask any salesperson what the sweetest sound in the world is and they can tell
you straight away - the sound of their name on someone else’s lips. Use other
people’s names at every opportunity, or when suggesting their services to new clients.

Keep Your Eye On Your Time, Not On Your Watch

Main Idea Knowing what to do isn’t enough if you haven’t developed the self- discipline to
do it. It takes energy and self-discipline to sell. The mark of a good sales people is that
clients don’t regard them as a salesperson but as a trusted and indispensable adviser who
luckily is on someone else’s payroll. The salesperson’s personality may win the first sale,
but service and accessibility bring repeated sales over a period of time.

A salesperson really has nothing to sell but his time. His product exists independently of
anything he adds to it; his personality will win him or lose him accounts initially, but if he
isn’t around to provide service and be accessible to his customers, he’ll lose those
accounts.

As a salesperson, keeping track of your time is the moral equivalent of a dieter counting
calories, except you are monitoring your output, not your intake.
Supporting Ideas The best thing of all about a sales career is that success is guaranteed
by just one simple rule: Set up a schedule with a fixed number of sales calls to be made
every working day and stick to it religiously. As long as you’ve set a realistic work
pro- gram, you must succeed. Many sales people are seized by inertia and act as if they
can continue to cling to their jobs without having to exert themselves. However, have you
ever known a successful salesperson who sits around in their office all day? 

If You Don’t Have A Destination, You’ll Never Get There

Main Idea You’ve got to have goals. A goal is simply a dream with a deadline.

Supporting Ideas Goals don’t have to be elaborate. Just realistic and committed to paper -
because that’s the only way to give them substance, and force you to carry them
out. Setting goals is simply the long-term version of keeping track of your time. It actually
takes three steps; 
•Set and write down your goal. 
•Develop a plan to achieve those goals. 
•Keep track of your time to make sure your plan gets executed. 
Example: IBM has four basic goals: to grow at least as fast as the computer industry, to
become the industry’s lowest-cost producer, to offer the best technology and to sustain
high profits. Their plan for achieving these goals are: respect for the individual, pursuit of
excellence and outstanding service.

 Believe In Yourself, Even When No One Else Does

Main Idea If you believe in yourself, there’s literally nothing in the world you can’t
accomplish. Don’t ever quit. You can accomplish your goals…if you set them. Who says
you aren’t smarter, better, harder-working or more able than your competition. It doesn’t
really matter what anyone else says about you - the only thing that matters is what you say
and think about yourself. 

Seek Role Models

 
Main Idea You never stop needing role models. 

Supporting Ideas Superstars in every field keep right on holding role models in front of
their eyes, even when they themselves have become role models to others. They study
them, copy them, compete with them and try to surpass them. They are a constant
source of motivation to meet new challenges. They top old role models and then find
new ones. What better way to feel good about yourself than to surpass the achievements
of people you admire the most?

Fantasize 

Main Idea Fantasizing, the art of projecting yourself into a successful situation, is a

powerful technique for achieving personal goals. 
Supporting Ideas Great athletes seem to have the ability to see things happen a split
second before they happen. Human survival itself depends on future vision - seeing things
as they should be and never stopping until that is the way things are in reality.

 The Easiest, Least Expensive, And Most Neglected Form Of Advertising

Main Idea Paint your company name and logo onto the top of your trucks. It costs very
little and everyone who works in a building looking down on a street will remember
your company.

Show Me A Man Who Thinks He’s A Self-Made Man And I’ll Show You The
Easiest Sell In The World 

Main Idea All you have to do is make him think it’s his idea.

Ch 3 - Harvey Mackay’s Short Course On Negotiation

Smile And Say No Until Your Tongue Bleeds

Main Idea You’ll be amazed at how much the terms of deals will improve when you learn
to say no.

Supporting Ideas Time is almost always the sellers enemy, not the buyers. That’s why
sellers always couch their deals in terms of buy now - they know if you don’t buy now, they
are going to have to give you a better deal tomorrow. Skilled negotiators operate by two
key principles: 
1.No one ever went broke because they said no too often. 
2.The most powerful tool in any negotiation is information. In the long run, instincts are
no match for information. 

Send In The Clones

Main Idea You clone yourself., You hire a substitute, a ringer. There’s a man who actually
makes a living doing this and there probably are many more across the country. If you can’t
find one, create one. A lawyer or an accountant will do nicely. Send in a ringer or a
substitute when you are negotiating a very important deal to get some idea of the lay of the
land before you start making your own offers. Since people selling their own homes
sometimes think they’re parting with the crown jewels, if your clone accomplishes nothing
else, he’s spared you from being blown out of the water before you even get a toe wet. But
seven times out of ten, your seller, probably seeing a real live buyer in front of him for the
first time in ages, begins to take him very seriously and starts to negotiate. In which case,
you now have a much better idea of what he’s really willing to take. Or he may stall.
Regardless, if there’s any glimmer of hesitation, you now know more about his price than
he knows about yours…before he’s ever met you. You may have begun to tap into the
mother lode of all negotiating tools: information. If you still want to step in, you not only
have a good idea what the real price is, you not only have conditioned the seller to expect a
lower-than advertised price, you have also arrived at this happy state of affairs without
yourself having antagonized the seller with a low-ball offer.
Supporting Ideas The idea here is to add to your information base by finding out how the
seller re- acts when face-to-face with a real, live buyer. It gives you an idea of what he is
really willing to take. You can refine this further by sending in several different clones with
differing packages to find out what terms are attractive to the seller.

 
There Is No Such Thing As A Sold-Out House
Main Idea What works every day doesn’t work on those special days when people
want the very best rooms in the swankiest of places In fact, it’s far harder to do today
because there aren’t many travel agents still around whom you can lean on
for a favour. but you have to know how the game has changed. Here’s a technique for
getting a hotel room that can be adapted elsewhere. Couch the deal as; “Look, you have
five hundred reservations. You know and I know someone will cancel. We just don’t know
who it will be. I’m so sure there will be an opening I am wiring you the money today. When
you call me and confirm my reservation, I’ll remember you exactly one hundred ways.” They
always call back. 

Understanding Your Banker

Main Idea Despite all the physiological barriers banks throw at you, the banker is the
seller, you are the buyer. Their job is to persuade you to do business with them.
Make them do it and you’ll get a better deal every time. Visiting the banker always makes
the list of life’s sweaty-palmed experiences. Stripping down to have your financials
examined is submitting to an emotional proctoscopy that no amount of “friendly banker”
advertising is ever going to change. There’s a reason these meetings take place on the
banker’s turf, in buildings designed as Temples of Commerce. Lest we forget, money is a
subject to be taken very seriously. bankers are people with a product to sell. Money. It is a
wasting asset. When it sits in T-bills, which is where it is when it isn’t being lent
out, When it’s invested in your mortgage or your car, it’s earning at least twice that much
what the very worst banks experience—they still earn a hell of a lot more when it’s loaned
out than when it isn’t

Supporting Ideas Bankers are simply people with a product to sell - money. The reason
most meetings with your banker take place on their turf is that they want to remind you
that money is a subject to be taken very seriously.

The Single Most Powerful Tool For Winning A Negotiation Is The Ability To
Walk Away From The Table Without A Deal 
Main Idea walking away from the table is not just for
when you don’t want to deal. Sometimes it’s the only way you can make the deal you
want. The reason is simple - if you have to make a deal, all the other side needs to do
to win is to outwait you. Don’t let the message be lost on you: Whether it’s a labor
negotiation, an acquisition, or a real-estate deal, don’t deceive yourself into believing that
just it has to be negotiated. it’s almost inevitable that we lose, because the other side
knows that they have only to refuse to make a deal—unless it’s one they regard as
favourable to them—and the public perception will be that our negotiators will have lost a
key opportunity. Deals seldom get worse when you walk away from the table. Be prepared
to walk away from the table…and mean it. You’ll be able to go back to the table and get
even better terms.

Supporting Ideas It’s extremely rare for a deal to get worse because you walk away from
the table and mean it. The odds are overwhelmingly on your side that even better terms
will be negotiated to bring you back. Never fall into the trap of thinking that just
because something is negotiable that it has to be negotiated.

Calling Mr. Otis 

Main Idea You say you’ll not likely be called on to negotiate a treaty to restrict Weapons of
Mass Destruction, or handle the company’s real-estate or labor contracts? No matter. You’re
still going to find yourself in the midst of a negotiation where your ability to get up and walk
away is the key to winning. Scams such as the classic Mr. Otis only work when you lose the
ability to walk away without a deal.
Supporting Ideas The Mr. Otis scam works like this. You get a fantastic offer from a car
salesman. You shop around and come back to the place that offered you an incredible
proposition. The salesman writes it up. In passing, he asks what the other dealers
offered for your car. At this point, the buyer tosses away the most valuable asset he has
- information. The salesman tells you the sales manager has to okay the deal.
He gets on the intercom - “Calling Mr. Otis” The sales manager shows up, and the
salesman leaves the room. He comes back and says the sales manager won’t go for the
deal, and then proceeds to retrace it back to exactly the same level the other dealers had
offered. Why do people fall for it and not leave? Because they have invested so much
emotionally in the purchase of that particular car they can’t think of leaving without a deal.
And they end up paying for it. 

The Most Important Term In a Contract Isn’t In It 

Main Idea Most important is dealing with people who are honest. If this isn’t possible,
insert a clause allowing you the right to inspect all books, records, correspondence and tax
records that relate directly to the agreement. 

Agreements Prevent Disagreements 

Main Idea With a written agreement you have a prayer. Without one, you have only air. 

Supporting Ideas If you deal with someone who insists your word is good enough, write
to them every day you meet with them; Thank them profusely for their trust and
confidence. 
Set out the terms of the deal: “As I  understand our agreement, I have  agreed to…”

  The Longer They Keep You Waiting, The More They Want To Deal
Main Idea Anyone who goes to a great deal of trouble to show you they don’t care if they
sell you something cares a lot more than they are willing to admit. Use this to
your advantage. The harder he tries to conceal his eagerness to unload,
the bigger the rug he has to put it under. Beware the late dealer. Unless you are on your
guard, you may read his intentions totally wrong and end up giving up a bargaining
advantage.
Supporting Ideas Feigning indifference or casually disregarding timetables is often just a
shrewd negotiator’s way to put you off your guard, and therefore giving away a
negotiating advantage.

 He Who Burns His Bridges Better Be A Damn Good Swimmer

Main Idea If you put yourself into a situation where you’ve got to win a deal, you’d better
have a back-up plan in mind for when things don’t work out how you expected them to.

Make Decisions With Your Heart, And All You’ll End Up With Is Heart Disease

Main Idea Never make a significant deal, involving a commitment to spend your own
money, on the spur of the moment. This is a certain recipe for disaster.
Supporting Ideas If you ever find yourself in a situation where every step has been
orchestrated to your making a yes decisions, say no. You’ll be amazed how much better
the deal will become. You have not only the right but also the personal responsibility to
think in a cool, calm way about any major investment you are asked to make. 

Never Buy Anything In A Room With a Chandelier 

Main Idea We’ve all heard it said that if any proposition looks too good to be true, it
probably is. But before you decide to invest, look beyond the proposition itself, Never act on
a proposition if; - The surroundings are too grand. - There are too many unfamiliar faces. -
It’s too far away from home. - The people are too nice. - The business is too glamorous. - If
the title that comes with participation is too grand. Grab your cheque book and get the
heck out of there.

 Everything’s Negotiable
Supporting Ideas If companies with assets exceeding those of many nations of the world
can be bought and sold or cut into small pieces, there’s no deal you can contemplate
that won’t work. Whenever you are trying to buy or sell something, simply get the other
side to sit down, show them it will be to their advantage and they’ll go for it. 

The Buyer/Seller Battle 

Main Idea The player with the highest level of information, planning and skill will always
win out in the long run. propaganda, through advertising and PR shifting tactics, probing
for the weaknesses in the buyers’ defences, that one yes, that one tell-tale clue that will
open up the lines , through buffers like clones time, a tactic which also includes the use of
distance, evasion, confusion, humour—anything that will increase the buyer’s pool of
information and exhaust the seller into conceding more favourable terms minor
skirmishes, testing the waters to win concessions…and again, wearing out the seller
persistence, pressure, and ultimatum
Next slide

Ch 4 - Harvey Mackay’s Short Course In Management

The Single Greatest Mistake A Manager Can Make

Main Idea No matter what kind of business you are in, to be successful, managers must
create the kind of environment that makes their people the most productive and then get
out of their way and leave them to it.

 Supporting Ideas Managers need to provide motivation, goals, resources, and leadership

but not restrictions or rules. To build a successful business, you need four things; Find the
capital. Find a favourable environment to employ it. Hire the key people. Get out of the
way.

You’ll Always Get The Good News; It’s How Quickly You Get The Bad News That
Counts
Main Idea A capable manager walks around his plant and gets the good news before
anyone else. An outstanding manager gets the bad news first. No one needs it more
quickly than the manager, so he can do something about it before the situation gets
any worse. 

Supporting Ideas You need to develop two lines of communicating bad news - your
employees and your customers. The mark of a real pro is recognizing that the absolutely
best business information is never found in a report or other second-hand information. It
is in constant, unfiltered feedback from clients and employees. 

Throw It On The Floor

Main Idea A great way to motivate yourself to do something - write it on a pad thrown
where you walk in and out of your office. Every time you step over it, you get reminded
of it. 

Treat Suppliers The Way You Treat Your Customers

Main Idea How many companies can say they made permanent customers out of their
suppliers long after they ceased to furnish supplies? If you expect the other guy to
care about your business, find ways to show them that you care about the success of their
business. 

Supporting Ideas The way you pay your bills says a lot about the kind of person you are to
deal with. You’ll always get a better deal if you pay your bills the same day you get them. 

Never Be Your Own Hatchet Man

Main Idea You have to get someone who can make the tough unpopular decisions and
can take the fall when they get too tough, too mean or too unpopular. That way you can  be
isolated from the dirt if any comes out.

On the Other Hand, If You Are Going To Be Your Own Hatchet Man…

Main Idea Be a darn good hatchet man. No large organization survives without a little bit
of an Attila at the top.
Supporting Ideas To be your own hatchet man, you need: Exceptional intelligence to ask
the right questions all day long, fair-mindedness, high self-performance standards, a
commitment to keep up your guard and the ability to shed criticism. You also need to be
able to prove you are tougher than anyone else and willing to drive yourself harder than
anyone else in the company. 

Little Things Don’t Mean A Lot; They Mean Everything 

Main Idea A successful business is like a successful football team: You don’t have to be
winners just make fewer mistakes than your opponents. The key tactic is
leadership. Nobody is going to believe anything in the business is important unless you
find a way to show it is by example.
 
How To Spot A Winner 
Main Idea Winners surround themselves with other winners. They don’t need second
raters or ego strokers. They realize they will win more and go further with associates
who not only keep up with them but who are also capable of teaching them a thing or two. 

Supporting Ideas When forming a new business association, don’t just look at your
opposite number Look also at his subordinates. If he doesn’t trust them or delegate to
them, 
they are just his clones and you have a real potential problem in the making. When things
go wrong, they won’t know what to do.
 
Your Best People May Spend Their Most Productive Time Staring At The Wall 
Main Idea Efficiency created at the expense of creativity is counterproductive. Never
equate activity with efficiency.

Supporting Ideas THINK is the one word motto of the most imitated company in the
world, IBM. The hardest, most valuable task any manager performs for his company is to
think. It’s what got you where you are today, and it will get you to where you want to
go. Managers need to do everything they can to encourage creative thinking. 

Have You Ever Seen A Stand-Up Strike 

Main Idea The Japanese style of striking is to have everyone wear black armbands while
they are working. No production is lost, the employees air their grievances and
everyone keeps drawing their pay checks. The lesson here is about creativity, not just
productivity
 
It Isn’t Just Practice That Makes Perfect; You Have To Add One Word; It’s Perfect
Practice That Makes Perfect
Main Idea The level of performance at the top level in any field is directly proportional to
talent coaching & determination. 

Supporting Ideas No book is ever going to change your life. Only you can actually do that.
No else can do it for you. You never stop needing teachers. Whatever you do, you can do it
better if you just keep on learning. The moment you relax is the moment your competition
overtakes you. 
Hire people who feel that learning is a lifelong process in all situations. Encourage your
employees by paying their tuition fees. Develop a well-stocked business library. 

Trust The Experts…To Be Wrong

Main Idea There are experts who can make something happen and experts who can tell
you what they think will happen. Seek the advice of the first group and shun the second.

Supporting Ideas Rely on experts only to tell you why something happened. Never expect
them to tell you why something is going to happen. They don’t know any more than you
do - and neither do their computers. Trust your instincts.

The Best Way To Chew Someone Out 

Main Idea Get your secretary to tell them they have never seen you so angry. (This
focusestheir attention.) Then call them in, sit them in your chair and ask them “What woul
d  you  say if you were me?” Nine times out of ten, they will be harder on them- selves
than you would ever have been. In the tenth, they might abuse the treatment. Wait for their
next screw-up and fire them.

Never Let Anyone, Particularly A Superstar, Pick His Or Her Own Successor 

Main Idea Consciously or unconsciously, no one really wants his successor to succeed.
They recommend candidates likely to fail to make their own success seem all
the grander. Anyone who claims to be indispensable should stick their finger in a bowl of
water and examine the hole that is left when they pull it out.

Give More Conventions And You Can Give Fewer Raises

Main Idea Every person involved in your business needs to feel appreciated and
motivated. Do this by sending your staff along to seminars and conventions representing
your company. It gives their egos a boost, they pick up new ideas and communicates 
more to them than any simple raise in salary could ever do.

How Many Salespeople Do You Have?

Main Idea Make every employee a member of your sales team. Your business’s future
depends on marketing.

Supporting Ideas 
•Run a Salesperson-Of-The-Month competition. Give the winner one month’s 
use of the car park nearest the door which has a sign “Reserved For Sales- person Of The
Month” on it. 
•Have a sign on your door, “If you know where you can get us some  business, 
come in.” 
•Have a sign on your conference table, “Our  meeting will not be interrupted… 
unless a customer calls.”
 
Get Bored Easily
Main Idea Professional managers repeat the same task over and over without any
problems. Entrepreneurs cannot handle the boredom. You need both types to be a
success.

Supporting Ideas The entrepreneurs tend to set the pace without worrying about
corporate bureaucracy. Their greatest strength is their restlessness, looking for
improvements. Their greatest weakness is an inattention to the details. If you can link up
with someone who compliments your personality, you’ll achieve much more. 

Ask An Old Grizzly

Main Idea Surround yourself with advisers with a lot of practical experience. Even if
their experience is not in your exact field, your advisers should have a wealth of
back- ground experience they can bring to bear when suggesting a course of action
you should take. 

Knowing When Not To Work Hard Is Just As Important As Knowing When To 
Main Idea Peak performers can turn on tremendous bursts of speed when needed for
some particularly important task, and then be unashamedly lazy in between when the work
is only routine. This keeps them fresh, and actually increases their 
productivity. 

Key Thoughts “I’m a great believer in luck, and the harder I work the luckier I get.” –
Stephen Leacock, Canadian humourist. “Work half days every day. And it doesn’t matter
which half…the first twelve hours or the second twelve hours.” — Kemon’s Wilson, Founder
of Holiday Inns. “Monday through Friday are when you work to keep up with the
competition. It’s on Saturdays and Sundays that you get ahead of them.” — Curt Carlson,
Chief Executive of Carlson Companies. 

Owning 1 Percent Of Something Is Worth More Than Man- aging 100 Percent

Of Anything 

Main Idea These days, to run your business you need professional skills on board. The
people with these skills are just as aware of their value as you are. They expect a piece of
the action. If you don’t make it possible for them to have a share in your business, they are
going to take their skills somewhere where they can get a better deal.

Dig Your Well Before You’re Thirsty 

Main Idea If you have a key employee already on board, offer him a share of the business.
If you wait for others to make a bid for him, you will end up having to pay him a much
bigger share to stay with your company. 

Treat Your Own People the Way You Treat Your Customers 
Main Idea Do your homework. Find out what really motivates your employees. Make
them your friends one at a time. Then you may realize, your long-term success depends on
their performance. If you take a personal interest in them, they will be working not just for
their pay but for your personal stamp of approval. Treat employees as if they were your
very best customers. 

How to Be Fired 

Main Idea Always be prepared to be fired. Make it the best thing that could happen to you
by preparing a network of key contacts in other businesses in your industry. You should
also use a termination to extract the maximum possible concessions from  an
uncomfortable boss. Survivors are not panicked by events like terminations. 

Supporting Ideas When Churchill was turned out after leading Great Britain through
WorldWarII, his wife said it was a blessing in disguise. His reply: “If it is, then it  is very ef
fectively disguised.”  Yet today, Churchill is remembered for being one of the greatest state
smen in the history of the proudest nation in the world. Not a bad legacy. 

You Cannot Solve A Problem Unless You First Admit You Have One 
Main Idea Sheer stubbornness has destroyed more company bottom lines than new
technologies

Supporting Ideas Professional stock and commodity traders learn early there are no
medals for courage in the marketplace - only money. If you are not making any, bail out
quickly. 

If You Can Afford to Buy Your Way Out of a Problem, Then You Don’t Have One

Main Idea
Any problem that can be solved with a checkbox is not really a problem, it is just
an expense. You only have a problem when you cannot pay for any mistake you
have made. Once a problem is acknowledged, buy your way quickly back onto the
right track. 

“I Have Never Seen A Bad Resume” - John Y. Brown

Main Idea Everybody is a winner on paper. It is in the flesh that the differences stand out.
hiring the right people is the greatest talent a manager can have. 

Supporting Ideas Some ideas to use in hiring people are. 

•Have the candidate come in for a personal interview. 
•Have about six to eight follow up interviews with other members of your 
management team. 
•They meet with the CEO for thirty minutes. 
•The CEO talks with them on the phone for 30 minutes to get an idea of how 
they come across on the phone. 
•Dial up some of their references for a background chat. 
•Interview them in their home setting and with their spouse and kids. 
•Socialize with the candidate in a different environment, to see how they act in 
a social setting. 
•The candidate sees two or three other business managers in non-competitive 
companies in town. 
•The candidate meets the master of your industry or profession. 
•A final trip to the industrial psychologist. 
If these ten steps seem like a lot of trouble, it is nothing compared to the hassle of  firing
someone in person.
 
The Acid Test for Hiring

Main Idea Ask yourself, how would you feel having this same person working for
your competition instead of for you? 

If You Want to Be Santa Claus, Your Sled Better Be Able to Pull A Trailer 

Main Idea If you start a company tradition in the small, early days, it will grow into a
monster as the company grows.

 What’s the Best Way to Save Time? 

Main Idea Spend time on time management.

Supporting Ideas 
•Put a phone in your car. 
•Always phone ahead when making a call. 
•Always park in a getaway position. 
•Listen to cassette tapes rather than the radio. 
•Use a tape recorder to make notes while driving. 
•Keep that tape recorder by your bedside. 
•Always carry something useful to read. 
•Do not go to the bank during the Friday lunch hour. 
•Never have coffee with another salesperson, only with a customer. 
•Try reading something business related instead of the sports page or variety 
section. 

Do not Get Mad and Do not Get Even Either 

Main Idea Hating your enemies is totally counterproductive. The best way to achieve true
re- venge is not to let your enemies cause you to self-destruct. If you do not do that,
you will be losing more than they ever directly cost you.

Know the Enemy 

Main Idea Knowing your competition is just as important as knowing your customer. 

Supporting Ideas Knowledge is not power unless it is used. It does not have to be perfect,
but it does have to be accessible. And it requires judgment to act on knowledge
properly. The oversimplifications of the gladiatorial era have been replaced with
the overcomplications of the era of technology. Now, we literally study our
competitors to death. It has become impossible to stay on top of all the data
and still run a business.

Do not Be Intimidated by A Reputation

Main Idea Big companies think their reputations make them impregnable to competition.
Not true. Everyone needs to closely study their competition often. When the competition
finally came, it came from people across a
cultural chasm so wide they didn’t understand what it was that made these
giant companies so wonderful, or from shoestring operators who had
nothing to lose by ignoring the popular mythology. The companies
that should have been willing to fight them for market share really weren’t
competitors, just symbionts, looking for unfilled market niches where they
could pick up a few crumbs that fell off the master’s table.

Ch 5 - Quickies 

Gratitude Is the Least Deeply Felt of All Human Emotions 

Main Idea Do not expect gratitude to last any longer than it takes for people to say they
are eternally grateful. Everyone likes to consider themselves self-made and hate to
con- sider themselves grateful to anyone else for very long.

It is Not Your Last Good Idea 

Main Idea Society is working towards widely accepted similar goals. Therefore, several
ideas can spring from several unrelated sources at the same time. We all think alike more
often than we like to admit.

Buy Cheap Cars and Expensive House

Main Idea If we can afford an expensive car, we make more of an impact by driving an
ordinary car. Besides, cars depreciate while houses appreciate.

“Nothing Is Greater to One Than Oneself Is” - Walt Whitman 

Main Idea Optimism, including the favourable re-interpretation of past victories, is the
belief that our abilities are superior to the obstacles that logically should overcome
us. This is exactly what we need to achieve anything worthwhile. It is a heck of a lot more
productive than humility.

Next slide
There Is No Such Thing as A Bad Memory
Main Idea We can remember anything…if we are interested enough.

Put Your Memory Where Your Mouth Is 

Main Idea Material possessions may come and go, but we had better hold on to the
one asset we started with - the appeal that caused other people to trust and believe in us.
Stay in touch with those who helped us reach the top, rather than trying to disown our
roots.
Stay Sharp by Predicting The Future
Main Idea Play a game with yourself. Write down your prediction of the outcomes of
some events that interest you, such as the stock market, elections, athletic events. 
We can do this in 3 steps: 
1.Write down our predictions, 
2.write our reasons and 
3.when we lose, analyse why we lost. 
This game will help us fine-tune our reasoning powers. 

It Usually Pays to Look Good, But Sometimes It Pays A Lot More to Look Bad 
Main Idea Do not forget to write short notes to the very top achievers you know. They are
often more motivated by compliments than money and will appreciate the thought.
They also have less desire to prove how much money they have by picking up all the tabs
all the time. 

It is Not Only Who You Know, But How You Get to Know Them 
Main Idea A simple way to make some excellent business contacts is to fly first-class. As
everyone wants to know why everyone else is willing to pay such an outrageous premium. 

Next slide

How to Beat the Law Of Supply And Demand? 

Main Idea Nobody wants something if it is too easy to get; if they cannot get it, if it is in
demand, then everyone wants it. The trick is to create a huge demand for a product  that is
not really related to supply. 

There Is A Place in The World for Anyone Who Says, “I’ll Take Care of It.” 
MainIdea The first thing to do when given an assignment by your boss is to say: “I’ll take 
care of it.” It gives our boss peace of mind. We will soon develop a reputation as
someone who delivers. 

There Are Two Times in Life You Are Totally Alone: Just Before You Die And Just 
Before You Make A Speech 
Main Idea We may be totally alone while making a speech, but we do not have to be
alone when preparing for it. The skills gained by making a speech also serve us well
in numerous other areas. Take a public speaking course to improve your effectiveness
 
The Beauty of Cash 
Main Idea The next time we pay one of our employees a bonus, pay them in cash in front
of the entire company. You will be amazed how motivating and how intoxicating this is for
the whole company.

Ch 6 Helping Your Kids Beat the Odds

We might want to give our kids some idea of what the world is really
like before they decide to join any company or business and blow it up.
We can’t promise them that they’ll all become millionaires. The odds
against that are two hundred to one.
The first thing we have to realize is that we can’t tell them very much.
But when we talk, give them some silver bullets—things that will really
make a difference. Here are some thoughts:

Don’t Plan on Sticking Around Just to Collect the Gold Watch

Tell them about their first job. Not the one they took to keep you off their
backs or to earn money to buy a car. Author mean to say their first real
job. They will be delighted to be making so much money. We must tell
them the truth. They are being overpaid. They are overpaid because they
know next to nothing that has any commercial value and have to be trained
and gain some experience before they can be of any real value.

They overpay us for the first two years because the reason is that once we
know what we r doing, they can underpay us for the next twenty years. No
company can make money unless they pay out less for their employees
than they’re charging for the employees’ labor.
“Well, then, why does anyone stay around?” they may ask.
Because if we can get through that next twenty years and get into a
position where we reach the top and help run the place, we will get
overpaid again.
That’s the pattern of modern capitalism.
(an economic and political system in which a country's trade and
industry are controlled by private owners for profit, rather than by the
state.)
Capitalism ignores peoples' needs, results in wealth inequality, and does not
promote equal opportunity. Capitalism also encourages mass consumption, is
unsustainable, and provides an incentive for business owners to harm the
environment for monetary gain. Capitalism is also ineffective and unstable.
We r overpaid while we r under training, underpaid while we work, but we
have the incentive to keep on getting underpaid in hopes that we climb to
the top, where we can watch other people do the work and get overpaid
again for a few years.
If we r working for someone else, as soon as we know what we are
doing we will be making money for that someone else that v could be
making for urself. But if we decide to stay, our real weapon against
being underpaid is to realize our ignorance.
We have to realize that we don’t know everything about everything.
Challenge ourselves, and make ourself learn something new every chance
we get.
By doing so we can beat the system. our employer won’t be able
simply to profit off what we have already learned because we’ll be forcing
that employer to pay us to learn something new, something commercially
valuable, every time we walk into the office. And by the way, if we take
that approach, chances are we will make it to the top a lot more quickly
than if we simply lay back and use what we already know.
We have to keep changing and keep learning so that we are constantly
challenging yourselves, adding a new skill for every chance we get. If we
don’t, the world will pass us by.

Find Something You Like to Do and Make It Pay

Work isn’t work if we like it, but a lot of people seem to think that in order
to make a living at something, we shouldn’t really enjoy doing it…or why
would anyone pay us to do it? Not so. Do something you like.
That sounds simpler than it is because so many of us have had childhood
experiences in which the people who controlled our lives seemed
determined to make us do things we disliked. If that’s what our early life
was like, it’s natural to assume that’s what the working world is like, too.

The world is full of people who are doing what they like to do and making
a very good living at it. And it isn’t just people in the glamour businesses
like advertising, writing, acting, and saving the whales.

The trick to learn is that if we like something, we can make it pay no

matter what business we are in.
We don’t stick around just to collect the gold watch. We have to keep
changing and learning. And if we find something we like and make it
work for us —even if it seems totally unrelated to our own business.

Make Believe Your Parents Are Right Some of the Time

As parents have invested time and money in trying to get their kids to
learn a lot of things they totally dislike. “Why, why, why do I have to learn
to play tennis/eat with a fork/wear socks/study Spanish/ Science etc.

It does matter, and not just because there’s more to life than what we
do for a living. No matter how bright we are or how good we are at what
we do, we live in an economy based on change.
Capitalism constantly destroy its own creations and gives birth to new
ones.
Social critics used to describe the brief cycle of products in the
marketplace as “planned obsolescence.”
Well, we don’t hear much about “planned obsolescence” anymore. Our
problem wasn’t too many new products, but too many old, inefficient
ones. And the consumers proved that they decide what they’ll buy—and
no amount of hype will sell an inferior, obsolete, or overpriced product.

That pattern of destruction and change not only is repeated over and
over again in the marketplace, it also an inescapable characteristic of your
children’s careers.
It’s those broad, generalist skills, the ability to communicate in writing,
speech, dress, and manners—all those boring things parents and teachers
have been trying to teach us all these years—that someday are going
to keep us and our kids in designer jeans and off the unemployment lines.

There’s No Future in Saying It Can’t Be Done

The old saying is “If it ain’t broke, don’t fix it.” The people who make it
big are the ones who fix it before it’s broke. They force the competition to
play catch-up ball. They make their own rules, and the others have to play
by them.
The greatest advantage we young people have is that without the financial
and family encumbrances of older people, we have so little to lose by
taking risks. So we should encourage each other to try something new.
Defy the odds.
We may fail at times, but to double their success rate you may have to
double their failure rate.

It’s Harder to Be a Success When Your Parents Already Are

There’s a saying that goes: “It’s three generations from shirt-sleeves to
shirt-sleeves.” What it means is that if your grandparents were poor and
your parents become rich and successful, it’s a common occurrence that
you —your generation—will stumble back into the pattern of your
grandparents.
Why? Bcz nature has an immutable(something that cannot be changed)
leveling process. No lifeform keeps improving with every generation.
Breeding is an imperfect
science.
We can give our children the right ideals, the right education, and open
doors for them, but the rest is up to them.
Our kids don’t have to top the old man or Supermom to be a success. If
they will set their own goals, use their own special talents and abilities,
take what meets their needs from what we have provided for them and
discard the rest, they have all they need to be a success by any standard.

Ch 7: How to succeed

 Knowing your competition is just important as knowing your customer.

 Sometimes we have to use a different approach and focus less on the

customer and more on the competition.

 Determination is the key to success in any business.

 If we r not motivated to succeed and have the concentration to complete a

goal, you will never succeed

 Find something we love and make it pay. If it's not a career, incorporate it into
our job.

 Don't buy expensive cars but buy expensive houses because of the property
value.

 Be humble in everything you do because it carries better business

opportunities.
 There is a magic formula for success. Though we all possess
individual characteristics that make each of us unique, author believe
he had seen enough successful people so that he can identify those
shared characteristics that make successful people successful.

Determination (to set the boundaries or limits/ to figure out) + Goal setting +
Concentration = Success This is the magic formula for success. It is easy to
explain but difficult to execute. We can add our own extra dimension with
vision, backing our own judgment or a host of other personal factors. 
No one has the only game in town - there is a never-ending cycle of change and
destruction in the capitalist society. New opportunities are continually
being created for those with determination, goals, and concentration. We do not
learn to swim with the sharks in a single outing. High-stakes challenges demand
practice & consistency.

The author acknowledges that the execution of this formula is more difficult,
and requires consistency, but shows that our chances of success are higher if we
follow some logical strategies. This provides a information on the most vital
business elements, such as management, negotiation and salesmanship and
shows us how to set up value for a product, how to inject our own personality
into business and how to deal with the tough prospect.