This book is all about the common characteristics and practiced principles amongst wealthy and successful people. Here, we see a comparison of two greats, and what they had in common in their successes.
Common To Coke And College
Observe that Asa Candler and Dr. Frank Gunsaulus had one characteristic in common. Both knew the astounding truth that ideas can be transmuted into cash through the power of definite purpose plus definite plans.
If you are one of those who believe that hard work and honesty alone will bring riches, banish the thought! It is not true!
Wealth, when it comes in huge quantities, is never the result of hard work! Wealth comes, if at all, in response to definite demands, based on the application of definite principles, and not by chance or luck. Generally speaking, an idea is an impulse of thought that impels action, by an appeal to the imagination. All master salesmen know that ideas can be sold where merchandise cannot. Ordinary salesmen do not know this-that is why they are “ordinary.”
A publisher of books, which sold for a nickel, made a discovery that should be worth a lot of money to publishers in general. He learned that many people buy titles, and not contents of books. By merely changing the name of one book that was not moving, his sales on that book jumped upward more than a million copies. The inside of the book was not changed in any way. He merely ripped off the cover bearing the title that did not sell, and put on a new cover with a title that had “box-office” value.
That, as simple as it may seem, was an idea! It was imagination.
What’s The Big Idea?
The big idea is that an idea—the ability to create an idea, and the desire and dedication to see it through—is all that it takes to create wealth. You’re here reading, so I know that you are capable of that. We all have what it takes to succeed; what most people really need is the knowledge of what that ‘it’ really is. Clearly, it’s much simpler than we think it is.
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