CHAPTER FIVE
How to focus on what already works
Do you know that in the process of trying to achieve success, most people focus on the opposite of what they should be doing? It’s true, and probably this is a mistake you have made in the past as well. Once you turn this around, your success will accelerate dramatically.
The mistaken strategy is to focus on your weaknesses instead of your strengths. Let’s look at some examples of hugely successful people and brands to see what they do. Donald Trump and Richard Branson are both super self-promoters. They know how to make a news event out of every new venture, and usually it’s not their own money that is financing the bulk of the projects. They are promotable brand names, and that’s what they ...
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