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You and your team will gain purpose and a sense of passion.And as you progress-and your company progresses-your “accidental and outrageous good fortune” will increase by orders of magnitude. Look at those you admire most in each category as a model to aspire to. Determine who and what you admire and what greatness would look like for you in each of these areas. Career, health, productivity, innovation are all key to the equation. Determine at a 360-degree level what greatness would look like, for you as an individual and for your company as a whole.But people who work with a sense of mission-whether they have already achieved greatness or who are trainable and willing to grow-allow the company to achieve preeminence and greatness as well. Be vigilantly committed to the success and progress of both. People who work for others, Abraham points out, perform at only 20% of their capacity. You must fall in love with both the people who pay you (your customers) and the people you pay (your employees). Put them under the protection and well-being of the knowledge and resources you provide. It is this focus that gives you and your company the sense of purpose that will allow your marketing and PR to succeed. You transcend all of this by becoming the trusted advisor who thinks of the customers you serve as your valued clients. (The inability to get focused, make a decision and act.)
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This is because their passion is being directed to the wrong applications, he says. Most people, he observes, are dispassionate and broken down by their competition and the world. How does this apply to your day to day business? It begins, Abraham says, with a shift in focus. Says Tony Robbins: “He’s the one who taught me to fall in love with my customers, not my products and services.” Highly placed contemporaries of Abraham applaud the strategy. “My own desire is to be known worldwide as the most generous benefactor to the growth-oriented, beleaguered and deserving entrepreneurs who don’t have anyone to be their sword and shield.” The majority of small businesses could not afford his programs (seminars range from $5,000 to $25,000), but he notes that investing in these companies through the sharing of strategy and wisdom allows them to add more value to society. As an aside, as a marketing master who has been serving organizations ranging from startups to the largest corporations since his emergence in the 1970s, this strategy has been key to his own success. “We give more when we give with purpose,” he says. So therein lies your task, Abraham notes. “What can I do what can I say to create so much value for my recipients, and reciprocally for the people they serve that is so irresistible they simply have to take note?”īut no two people have the same definition of value. Instead, learn to think through the recipient’s eyes. The single secret to genuine preeminence, he says, is to “think differently.” Forget the burning need to “tell our story,” “shout louder” and impress readers and viewers with varieties of shock and awe. Of all the desires and approaches executives attach to their public relations-“We need to tell our story! I want awareness! When somebody looks up our category, I want my company’s name to appear first”-Abraham teaches a fundamental truth.