succeed in a line of endeavor which he does not like. The most essential step in the marketing of personal services is that of selecting an occupation into which you can throw yourself
wholeheartedly.
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20. LACK OF CONCENTRATION OF EFFORT. The "jack-of-
all-trades" seldom is good at any. Concentrate all of your efforts on one DEFINITE CHIEF AIM.
21. THE HABIT OF INDISCRIMINATE SPENDING. The
spend-thrift cannot succeed, mainly because he stands eternally in FEAR OF POVERTY. Form the habit of systematic saving by
putting aside a definite percentage of your income. Money in the bank gives one a very safe foundation of COURAGE when bargaining for the sale of personal services. Without money, one must take what one is offered, and be glad to get it.
22. LACK OF ENTHUSIASM. Without enthusiasm one
cannot be convincing. Moreover, enthusiasm is contagious, and the person who has it, under control, is generally welcome in any group of people.
23. INTOLERANCE. The person with a "closed" mmd on any subject seldom gets ahead. Intolerance means that one has stopped acquiring knowledge. The most damaging forms of
intolerance are those connected with religious, racial, and political differences of opinion.
24. INTEMPERANCE. The most damaging forms of
intemperance are connected with eating, strong drink, and sexual activities. Overindulgence in any of these is fatal to success.
25. INABILITY TO COOPERATE WITH OTHERS. More
people lose their positions and their big opportunities in life, because of this fault, than for all other reasons combined. It is a fault which no well-informed business man, or leader will tolerate.
26. POSSESSION OF POWER THAT WAS NOT ACQUIRED
THROUGH SELF EFFORT. (Sons and daughters of wealthy men,
and others who inherit money which they did not earn). Power in the hands of one who did not acquire it gradually, is often fatal to success. QUICK RICHES are more dangerous than poverty.
27. INTENTIONAL DISHONESTY. There is no substitute for
honesty. One may be temporarily dishonest by force of
circumstances over which one has no control, without permanent damage. But, there is NO HOPE for the person who is dishonest by choice. Sooner or later, his deeds will catch up with him, and he will pay by loss of reputation, and perhaps even loss of liberty.
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28. EGOTISM AND VANITY. These qualities serve as red
lights which warn others to keep away. THEY ARE FATAL TO
SUCCESS.
29. GUESSING INSTEAD OF THINKING. Most people are
too indifferent or lazy to acquire FACTS with which to THINK
ACCURATELY. They prefer to act on "opinions" created by guesswork or snap-judgments.
30. LACK OF CAPITAL. This is a common cause of failure
among those who start out in business for the first time, without sufficient reserve of capital to absorb the shock of their mistakes, and to carry them over until they have established a
REPUTATION.
31. Under this, name any particular cause of failure from
which you have suffered that has not been included in the
foregoing list.
In these thirty major causes of failure is found a description of the tragedy of life, which obtains for practically every person who tries and fails. It will be helpful if you can induce someone who knows you well to go over this list with you, and help to analyze you by the thirty causes of failure. It may be beneficial if you try this alone. Most people cannot see themselves as others see them. You may be one who cannot.
The oldest of admonitions is "Man, know thyself!" If you market merchandise successfully, you must know the merchandise. The same is true in marketing personal services. You should know all of your weaknesses in order that you may either bridge them or eliminate them entirely. You should know your strength in order that you may call attention to it when selling your services. You can know yourself only through accurate analysis.
The folly of ignorance in connection with self was displayed by a young man who applied to the manager of a well known business for a position. He made a very good impression until the manager asked him what salary he expected. He replied that he had no fixed sum in mind ( lack of a definite aim). The manager then said, "We will pay you all you are worth, alter we try you out for a week."
"I will not accept it," the applicant replied, "because I AM GETTING
MORE THAN THAT WHERE I AM NOW EMPLOYED."
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