Chapter 4

Live to Sell vs. Sell to Live

Excerpt from Chapter 2 “Manage Your Environment – Go First Class”
Right then, I made a decision – I vowed I would never allow myself to get caught up amongst individuals who represented mediocrity.

My plan was to always be better today than I was yesterday.

In order to dramatically increase my knowledge, I knew I must only learn from successful individuals – nothing less.

“Manage your environment. Learn from the best. ALWAYS GO FIRST CLASS!”

The vast majority of people I associate with in the business world, both past present, all tend to possess the same philosophy.

Money is not ultimately what motivates us – Winning is!

A favorite read of mine ‘Psycho-Cybernetics’ by Maxwell Maltz MD, conveys this message unequivocally;

”What you succeed in is not as important as the feeling of success which attended it”

Ding! Personally, the money has always been an afterthought, an added bonus. The gravy on top of the accomplishment of success! It’s that winning feeling that contributes to the driving force required in life’s challenges. And oh boy – it’s worth the battle! (more…)

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Some resumes speak a thousand words. Or in this case, professions. I have met a number of individuals who historically spend their entire professional life jumping from one job to the next. The hummingbirds of this world never really become

Mel Gibson as William Wallace

knowledgeable about anything, let alone experts. Granted, they may have a breadth of experience over hundreds of different industries – but they are only able to preach to the top layer, since whenever they begin to build upon their knowledge in one field – doh, they jump ship and eagerly search for the grass that’s always so much greener.

The key is to plant seeds, nourish and grow within the industry you are passionate about. Once you make the decision (if ever), use that passion to your advantage and begin to penetrate deep roots for yourself in the form of knowledge, contacts, and smarts. I’m not saying stay in the same job forever, hell no! I’m saying recognize what your strengths are, combined with what you are passionate about, and seek to become an expert in the industry/field you believe in. It’s in your best interest to change job roles. How else does one improve other than to move up the ladder or move on to a higher role, whether it’s in the same company or not is moot. Continuous evolution in yourself and your craft is paramount.

It’s acceptable for the younger generation to waver. Damn, the majority are still trying to fathom the survival of puberty. It’s these 30 plus year old magpies who constantly bounce around from one bright and shiny thing to the next. Seriously! How is anyone likely to create a personal/professional brand when you have no handle on your personal/professional life!

It’s also interesting to observe these types of folks when they are on the brink of their latest world changing venture of the month. Typically they go charging full steam ahead, all guns blazing, optimistic, bursting at the seams with enthusiasm, and the determination of William Wallace. Evidently, in most cases they become their own advocates (as they rarely have built a following. Hmmmm I wonder why?) and begin screaming their latest craze to the entire world. To the point where it becomes irritating! Why? Because subsequently, nobody shares their belief. Why? Because, they built nothing to believe in. Why? They don’t believe it themselves.

So why should anyone else..?

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One of the activities that I enjoy doing the most is rock climbing. When I tell people that I like to rock climb there are usually 2 responses I get.  The first one is “Isn’t that dangerous?” and the other is “you must be pretty strong huh?”.  There may be a little bit of truth to those statements, but that’s not the whole story.

Yes, climbing can be dangerous, but only if you don’t know what you’re doing and are careless.  Running a PPC (Pay-Per-Click) campaign is similar in that there is the potential danger of wasting money due to the same reasons.  If you just throw a bunch of keywords into a campaign, add some money and wait to see what happens…you may get lucky…but it’s much more likely that you’re going to waste a lot of money.

The other statement “you must be pretty strong huh?”…well that can definitely help, but there are much more important factors that go into climbing like technique, proper equipment, balance and good communication your belayer. Many people who are not as familiar with PPC advertising think that running a PPC campaign all comes down to the money. In other words, the highest bid for a keyword wins. This could not be further from the truth. (more…)

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