I wrote this arti­cle way back in 1998. It seems to have made a resur­gence, espe­cially with today’s econ­omy. So I said to myself, “Why not repub­lish it?” So here it is. Enjoy!

If there is some­thing about which I’m pretty adamant, it’s the idea of attract­ing qual­i­fied prospects who are will­ing to do busi­ness with you. And this involves many dif­fer­ent things.

Posi­tion­ing is one of them. In fact, it has been one of my favorite mar­ket­ing con­cepts for this very reason.

How­ever, this fun­da­men­tal mag­net­ism is not only based on pure mar­ket­ing prac­tices or strate­gies. It also involves some­thing at a much deeper level that is far more effec­tive than any other mar­ket­ing tool or process in existence.

This “thing” to which I am refer­ring is, I believe, the most impor­tant mar­ket­ing secret I can ever teach you — and it’s far from being a secret at all. It is con­sid­ered as one sim­ply because it is often neglected or ignored by many mar­keters and businesspeople.

What is this “secret” that’s so elusive?

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“I con­ceive that plea­sures are to be avoided if greater pains be the con­se­quence, and pains to be cov­eted that will ter­mi­nate in greater plea­sures.“
– Michel Eyquem de Mon­taigne (Circa 1500)

Remem­ber that it’s not your goals that really count but how you live your life accord­ing to what’s impor­tant to you. If you feel you can not incor­po­rate this sys­tem with your cur­rent job or other respon­si­bil­i­ties, you should first try it out.

You might find out that your job is indeed part of your pri­or­i­ties or that it doesn’t mean any­thing at all to you. If the first is true, then you will have a greater zest and love for what you do. How­ever, if the sec­ond is true, then start look­ing for some­thing you love or would love to do.

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“I prac­ticed the art of get­ting more things done rather than get­ting the really impor­tant things done well.“
– Alec MacKenzie

“We can no more afford to spend major time on minor things than we can to spend minor time on major things.“
– Jim Rohn

Now is the time to set your GOALs. Your “guides” are goals that will most likely stem from your per­sonal val­ues because, hav­ing gone through the process so far, you will have a pretty good idea of what kind of goals you truly want. Take a new sheet of paper and write at the top the words “My Guides.” Then, write down what you want to be, do, or have.

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“The most impor­tant things in life aren’t things.“
– Fran­cis the Talk­ing Mule

“One of the symp­toms of an approach­ing ner­vous break­down is the belief that one’s work is ter­ri­bly impor­tant.“
– Bertrand Russell

“Often peo­ple attempt to live their lives back­wards: they try to have more things, or more money, in order to do more of what they want to they will be hap­pier. The way it actu­ally works is the reverse. You must first be who you really are, then do what you need to do, to have what you want.“
– Mar­garet Young

First, take a sheet of paper and write at the top “My Val­ues.” Start by list­ing your top ten val­ues. Ask your­self what kind of feel­ing, value, or per­sonal mean­ing you would like in your life right now. What are your inner­most con­vic­tions? What do your really value in life? What are you truly pas­sion­ate about? What are your core desires?

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“The trou­ble with so many of us is that we under­es­ti­mate the power of sim­plic­ity. We have a ten­dency it seems to over com­pli­cate our lives and for­get what’s impor­tant and what’s not. We tend to mis­take move­ment for achieve­ment. We tend to focus on activ­i­ties instead of results. As the pace of life con­tin­ues to race along in the out­side world, we for­get that we have the power to con­trol our lives regard­less of what’s going on out­side.“
– Robert Stuberg

“First, all rela­tion­ships are with your­self — and some­times they involve other peo­ple. Sec­ond, the most impor­tant rela­tion­ship in your life — the one you have, like it or not, until the day you die — is with your­self.“
– Peter McWilliams

Remem­ber that your inner self is your great­est source of all that feeds you along the road of life. It’s what builds you as a per­son. It’s your val­ues, your pri­or­i­ties, your mind, and espe­cially your peace of mind. Most impor­tant, it’s your self-​​image. Since your image is a mere reflec­tion of your self-​​image, then what goes on out­side of you is an indi­ca­tion of what goes on inside.

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“Suc­cess­ful peo­ple make money. It’s not that peo­ple who make money become suc­cess­ful, but that suc­cess­ful peo­ple attract money. They bring suc­cess to what they do.“
–Dr. Wayne Dyer

Let’s take a look at the inner self and the outer self respec­tively. First, what is your inner self? As you can deduce up to now, your inner self is your spir­i­tual nature. It is the Higher Con­scious­ness within from which your exter­nal real­ity springs. Some peo­ple call it soul, spirit, God, the Infi­nite Intel­li­gence, the Life­force, the Holy Spirit, the Christ within, the Bud­dha within, etc.

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You can­not retain a true and clear vision of wealth if you are con­stantly turn­ing your atten­tion to oppos­ing pic­tures, whether they be exter­nal or imaginary.

Do not tell of your past trou­bles of a finan­cial nature, if you have had them. Do not think of them at all. Do not tell of the poverty of your par­ents or the hard­ships of your early life. To do any of these things is to men­tally class your­self with the poor for the time being, and it will cer­tainly check the move­ment of things in your direc­tion. Put poverty and all things that per­tain to poverty com­pletely behind you.

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