Book Reviews

The Millionaire Fastlane by MJ DeMarco -Book Notes, Summary, and Review

39. The Millionaire Fastlane - MJ DeMarco

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Rating: 9/10

Date of reading: 7th – 14th of October, 2017

Description: This book teaches you how to live rich for the rest of your life. And it does it by explaining the three financial lanes of life. There is the Sidewalk, where people stay poor. This is the reality for most of the people. Then, there is the Slowlane, which is where people slowly accumulate wealth and can enjoy them when they are 65. And then, there is the Fastlane which only a small minority of people follow. The Fastlane track helps you accumulate wealth fast and live life fully.

My notes:


“As I endanger the streets in my Lamborghini, I relive that same moment except in role reversal. To celebrate my Fastlane success, I bought one of these legendary beasts, a Lamborghini Diablo. If you’ve never had the opportunity to drive a car that costs more than most people’s homes, let me tell you how it works: You can’t be shy. People chase you down in traffic. They tailgate you, rubberneck, and cause accidents. Getting gas is an event: people snap photos,” ( :9)

“enraged tree-huggers give you the evil eye, and haters insinuate about the length of your penis—as if owning a Hyundai implies being well endowed. Mostly, people ask questions.” ( :10)

“This dictation is a decree to trade life, for life. It’s the long way, and no, it isn’t scenic. If wealth were an ocean voyage, “Get Rich Slow” would be sailing around the horn of South America, while the Fastlaner uses the shortcut—the Panama Canal.” ( :11)

“If you aren’t wealthy, STOP doing what you’re doing. STOP following the conventional wisdom. STOP following the crowd and using the wrong formula. STOP following the roadmap that forsakes dreams and leads to mediocrity. STOP traveling roads with punitive speed limits and endless detours. I call it “anti-advice,” and much of this book follows this prescription.” ( :12)

“Your today is yesterday’s consequences. Your yesterday laid the foundation for today. Your beliefs and the actions triggered from those beliefs have delivered you to your today, your now, and your life.” ( :12)

“I can’t remember the last time I awakened to an alarm clock—everyday is a Saturday. I have no job and no boss. I don’t own a suit or a tie. My cholesterol level confirms that I dine at Italian restaurants far too often. I smoke cheap cigars. As of this edition, I drive a Toyota Tacoma for work (“work” means going to the gym and grocery shopping) and a Lamborghini Murcielago Roadster for play. I” ( :13)

“I made my first million when I was 31. Five years earlier, I was living with my mother. I retired when I was 37.” ( :13)

Wealth in a Wheelchair…“Get Rich Slow” is Get Rich Old

“Normal is not something to aspire to, it’s something to get away from. ~ Jodie Foster” ( :18)

“The object of life is not to be on the side of the masses, but to escape finding oneself in the ranks of the insane. ~ Marcus Aurelius” ( :22)

“people: a small subset of fameless millionaires who met these criteria: 1. They were living a rich lifestyle or were capable of such. I wasn’t interested in hearing from frugal millionaires who lived “next door” in the middle class. 2. They had to be relatively young (under 35) or they had to have acquired wealth fast. I wasn’t interested in people who spent 40 years of their life jobbing and penny-pinching their way to millions. I wanted to be rich young, not old. 3. They had to be self-made. I was broke. Silver-spoon winners of the lucky sperm lottery weren’t invited to my lab. 4. Their riches couldn’t be from fame, physical talent, playing pro ball, acting, singing, or entertaining.” ( :24)

“College was a fiveyear prenatal employee brainwashing with graduation as the overrated climax.” ( :25)

“Despite the confidence, the next few years fell horribly short of my expectations. I lived with my mother as I bounced from one business venture to another. Success was absent. Every month was a different business: vitamins, jewelry, some hot “turnkey” marketing program purchased from the back of a business magazine, or some goofy long-distance network marketing gig. Despite the hard work, my record of failures grew, as did my mounting debts. Years passed and folly fermented as I was forced to take a series of Neanderthal jobs that crippled my ego:” ( :25)

“Hell, money was so tight that I prostituted myself to an older woman to pay for my best friend’s wedding gift. Yes, cougars preyed in the 1990s.” ( :26)

“Meanwhile, my friends progressed in their careers: They got their 4% yearly pay increases. They bought their Mustangs and Acuras and their 1,200-square-foot townhouses. They appeared to be content and lived the expectant life preordained by society. They were normal and I wasn’t.” ( :26)

“At 26 years old, I fell into depression; my businesses were not self-sufficient and neither was I. Seasonal depression gnawed at my fractured psyche. Chicago’s rainy, dark, dreary weather made me crave the comfort of a warm bed and tasty pastries. Accomplishments were precluded by sunshine; so yes, I wasn’t accomplishing much.” ( :26)

“My deep depression sunk me into escapes, but instead of drugs, sex, or alcohol, I lost myself in books and kept studying fameless millionaires. If I couldn’t be successful, I’d escape into the lives of those who were by absorbing books of the rich, autobiographies of the successful, and other rags-to-riches tales.” ( :26)

“But it got worse. The people in my life gave up on me. My long-time girlfriend proclaimed, “You have no resolve.” She had a safe and secure job with a rental car agency, but we’d argue because she worked long hours for chump change, a whopping $28,000 a year. Of course, she rightly retorted with the facts: “You don’t have a job, you make $27,000 less than me, and none of your businesses work.” She was a smart cat. Our relationship ended as she found courtship with a corporate radio ad executive.” ( :26)

“those who hold jobs operate under a linear scale. Unfortunately, it didn’t matter how great my charts and diagrams were; mom lost faith and I didn’t blame her. Landing a man on Mars showed more promise.” ( :26)

“Her directives dulled my drive. She’d shout, “Get a job, baby!” at least 20 times a week. Ugh, even today I shudder. That phrase, shouted in that voice, could exterminate cockroaches in a post-apocalyptic world.” ( :26)

“I pulled to the shoulder of a faintly lit road and felt the cold chill of melted snow crawl up my legs from my toes. I put the limo in park and faced myself in dead silence with nothing but the fall of snowflakes to remind me how much I hated winter. I dazed at the cigarette-burned ceiling of the limousine and thought, “What the hell am I doing? Is this what my life has become?” Sitting on an empty road in a blizzard in the dark of the night out in the middle of nowhere, I’d had it. Sometimes clarity washes over you like a peaceful breeze and other times it hits you over the head like a falling Steinway piano. For me, it was the latter. A sharp declaration overpowered my brain: “You cannot live another day like this!” If I was going to survive, I needed to change.” ( :27)

“I arrived in Phoenix with 900 bucks, no job, no friends, and no family—just 330 days of sun and a burning desire to hit the Fastlane.” ( :28)

“Fastlane. My possessions included an old mattress, a 10-yearold rusty Buick Skylark with no third gear, a few side businesses that made little cash, and several hundred books. Ground zero for my new life was a small studio apartment in central Phoenix that rented for $475 per month.” ( :28)

“Naturally, the Internet has no geographical limits, so this venture traveled to Phoenix well. But, like my prior businesses, it didn’t make a lot of money. However, now it was different. I was naked in a strange town with no money, job, or safety net. I had to focus. I aggressively marketed my Web site. I sent out emails. Cold-called. Mailed letters. I learned search engine optimization (SEO).” ( :28)

“Then one day I had a breakthrough; I received a call from a company in Kansas that raved about my Web site service and wanted me to design its Web site. While my focus wasn’t web design, I obliged for a price of $400. They thought the price was a steal, and within 24 hours, I had built the company its Web site. I was ecstatic. In 24 hours, I had most of my rent payment. Then, coincidentally, not 24 hours later, I received another call from a company in New York asking for the same thing, a new Web site. I designed it for $600 and it took me two days to complete. I had another rent payment!” ( :28)

“$473. Yikes. I built more Web sites to fill my income gap. The second month’s revenues were $694. Third month, $970. Then $1,832. $2,314. $3,733. And it continued and continued. It worked.” ( :29)

“So, did I want to sell my company? Hell yes! I had three offers to sell. Offer 1: $250,000. • Offer 2: $550,000. • Offer 3: $1,200,000. •” ( :30)

“I accepted offer three and became a millionaire . . . instantly . . . well, almost. It didn’t last. At the time, I thought $1.2 million dollars was a lot of money. It wasn’t.” ( :30)

“Taxes. Worthless stock options. I made mistakes and invested poorly. I bought a Corvette, hoping it would make me look rich. I thought I was rich, but I really wasn’t. By the time it was over, I had less than $300,000 left.” ( :30)

“Customers were ignored. Incredulously, most of the company’s executive management had Harvard MBAs, proof that the business logic doesn’t come with expensive initials after your name.” ( :31)

“As I streamlined my processes and systems, a slow and steady transformation took place. I worked less and less. Suddenly, I worked an hour a day instead of ten. Yet, the money rolled in. I’d go to Vegas on a gambling spree; the money rolled in. I’d be sick for four days; the money rolled in. I’d day trade for a month; the money rolled in. I’d take a month off; the money rolled in.” ( :31)

“Then I realized what I achieved. This was the Fastlane. I built myself a real, living, fruit-bearing money tree. It was a flourishing money tree that made money 24 hours a day, 7 days a week, and it didn’t require my life for the trade. It required a few hours a month of water and sunshine, which I happily provided. Outside of routine attention, this money tree grew, produced fruit, and gave me the freedom to do whatever I wanted.” ( :31)

“Since reclaiming my business, it grew meteorically. Some months I’d PROFIT more than $200,000. Yes, profit! A bad month was $100,000. I earned in two weeks what most people earned in an entire year. Wealth poured in and I was flying low on the radar . . . no fame. If you earned $200,000 every month, how would your life change?” ( :31)

“In 2005, I decided to sell my company again. It was time to retire and think about my wildest dreams, things like this book and screenwriting. However, this time I entertained a variety of offers, ranging from $3.3 million to $7.9 million. After making millions over and over in a few short years, I accepted one of the full-cash offers and repeated the Fastlane process . . . in 10 minutes. That’s how long it took to cash the six checks that amounted to millions.” ( :32)

Wealth is Not a Road, But a Road Trip

“Like my spring break trip, to know and drive “the road to wealth” is not enough because the road itself is deficient in delivering wealth. Your pursuit of wealth stalls when your focus is the road and its destination, and not the roadtrip. Sure, the Fastlane might open a rapid road to wealth, but a successful road trip will demand your respect for all of the trip’s vital tools.” ( :34)

“These strategies highlight various roads to wealth: the real estate road, the trading road, and the business road. They address nothing else. The failure is within the “else” because the else is the rest of the formula.” ( :35)

“ealth eludes most people because they are preoccupied with events while disregarding process. Without process, there is no event.” ( :36)

“the cooking is the process, while the meal is the event.” ( :36)

“When J. Darius Bikoff founded Glaceau Vitamin Water in 1996 and 11 years later Coca-Cola offers him $4.1 billion for the company, the offer makes headline news around the world. What doesn’t? The 11 years of struggle forged by a sharpened process. The billion-dollar offer is the event—the process is the struggle and the backstory.” ( :36)

“When you make your first million, it will be because of process and not some clandestine happenstance that just happened to waltz across your path. Process is the road trip to wealth: The destination shines as an event, but it’s found by process. Yes, the elevator to success is out-oforder—you will need to labor up the stairs” ( :36)

“The compass for the trip—your roadmap—is the guiding force behind your actions. Your roadmap makes up your financial belief system and your preconceived convictions about wealth and money. There are three roadmaps that will chart your course to wealth: 1. The Sidewalk 2. The Slowlane 3. The Fastlane” ( :37)

“The Millionaire Fastlane doesn’t care about these things. The Fastlane isn’t a straight and smooth tree-lined street with white picket fences and children swinging on tires hanging from oak trees. It’s a dark, deserted, unpaved road dressed with potholes that forces change and evolution. If the road trip to wealth were easy, wouldn’t everyone be wealthy?” ( :38)

“Had someone gifted a Lamborghini to me (or any dream) when I was 16 years old, I can guarantee you I wouldn’t be where I am today. When someone grants you your desires without you exerting any effort, you effectively handicap process. The person I needed to become would have been dwarfed because process would have been outsourced. There is no wisdom or personal growth gained in a journey that someone else does for you. The journey is yours.” ( :38)

“Your current financial situation is a product of your existing roadmap, whether chosen or not. Your roadmap guides your actions, and the consequences of those actions have created your financial life. How your life unfolds is determined by your choices, and these choices originate from your belief systems, and those belief systems evolve from your predisposed roadmap.” ( :40)

“Beliefs preclude choices, which preclude action. For example, if you believe “rich people got rich investing in mutual funds” your actions will reflect that belief. If some financial guru tells you to cancel your credit cards because “all debt is bad,” you do it. If an author says, “$50 invested today will be worth $10 million in 40 years,” and you believe it, your actions reflect that belief.” ( :40)

“Within these three roadmaps lies a psychology, a belief system that dictates actions relative to each roadmap. More importantly, each roadmap operates within a “universe” governed by a mathematical “wealth equation.” Whatever roadmap you choose, your universe for wealth creation will abide by each map’s respective wealth equation. Additionally, each roadmap is naturally predisposed toward a specific destination. Those predispositions are: The Sidewalk >— Poorness • The Slowlane >— Mediocrity • The Fastlane >— Wealth •” ( :41)

The Road Most Traveled: The Sidewalk

“When you’re the first person whose beliefs are different from what everyone else believes, you’re basically saying, “I’m right, and everyone else is wrong.” That’s a very unpleasant position to be in. It’s at once exhilarating and at the same time, an invitation to be attacked. ~ Larry Ellison” ( :45)

“A Sidewalker exists in a state of one-something-from-broke: One album failure from broke. One business deal from broke. One gig from broke. One layoff from broke. On the Sidewalk, you’re always “one something” from being homeless, bankrupt, or back living in your parent’s basement.” ( :45)

“Education Perception: I finished school when I graduated, hooray!” ( :46)

“If you live this way, you are driving at the financial redline on a narrow road bordering a cliff. There is little hope for Sidewalkers because their roadmap is corrupted by gratification, selfishness, and irresponsibility. This problematic disposition repels wealth and thrusts codependency on overburdened hosts: taxpayers, employers, friends, parents, and loved ones. Income-Poor Sidewalkers rationalize, “Life is short. Get out of my way or get run over!”” ( :48)

“You regularly gamble at the casino or buy lottery tickets. “You gotta play to win right? Forget the odds—this time’s different, I just feel it.”” ( :49)

“Income-Poor Sidewalkers, an Income-Rich Sidewalker’s spending isn’t satisfied until they’ve burned through their entire monthly income plus some. It’s an irrational way to live, as if these people fear that not spending the money will cause it to disappear. Earn $50,000 a month? Spend $60,000. Earn $250,000? Spend $350,000. The money outflow always outpaces the money inflow.” ( :51)

“Those lacking financial discipline misuse money to delay the inevitable. If you can’t live on $40,000 a year, you won’t be able to live on $400,000 a year. While you might fret about your $900 mortgage payment, the income-rich Sidewalker frets about his $9,000 mortgage payment. The fretting is alike; the problems are the same, only the amounts differ. Only a mindset change regarding money is a solution to money problems. To change your mindset, you must change your roadmap. Get off the Sidewalk and stop equating wealth to income and debt.” ( :52)

“1. Family (relationships) 2. Fitness (health) 3. Freedom (choice)” ( :54)

“In pop culture, master illusionists of wealth are called “30K millionaires.” If you haven’t heard this phrase, it characterizes someone who maintains an image of a millionaire, yet has no net worth.” ( :55)

“For a gift, I bought my brother a new Lexus. It was the easiest transaction I ever did. I researched the car and determined the price I wanted to pay. I walked into the dealership with a cashier’s check and told the salesman, “I have a cashier’s check for $44,000 and I want to buy that car. I need a YES or a NO.”” ( :55)

“His relationship with his wife and kids suffers. His health declines as the stress of responsibility mount. Henry comes to a moment of truth: “I’m not living a dream, but my dream is living me.” Feeling trapped to the lifestyle illusion, Henry continues to work believing the ideology that wealth has its price.” ( :56)

“People who declare, “Money doesn’t buy happiness” have already concluded they will never have money. This old equivocation becomes the torchbearer to their poorness. And since money doesn’t buy happiness, why save it? And then logic begs, if money doesn’t buy happiness, does poverty? Does the guy who owns a Ferrari automatically have a small penis while the guy behind the wheel of a Honda must be well hung?” ( :58)

“The well salaried workaholic who is never home to strengthen the relationship with his wife and kids is likely to be less happier than the poor farmer in Thailand who spends half his day tending to his fields and the other half with his family.” ( :59)

“1. Money buys the freedom to watch your kids grow up. 2. Money buys the freedom to pursue your craziest dreams. 3. Money buys the freedom to make a difference in the world. 4. Money buys the freedom to build and strengthen relationships. 5. Money buys the freedom to do what you love, with financial validation removed from the equation.” ( :60)

“It didn’t take long for me to realize that my dream car wasn’t an icon of wealth, but a parasite that fed on my freedom. I hated my job, it was stressful, and it drained my energy, leaving my entrepreneurial dreams tethered. I couldn’t quit. I had responsibilities: car payments, gas, and insurance. Because of my obligations to “stuff,” I had sentenced myself to imprisonment in a job I loathed. Yet, this type of servitude is normal. We’re taught to strive for the latest and greatest regardless of consequence. It leaves us indentured for years, condemning us to lifestyle imprisonment… and the more stuff you buy that you can’t afford, the longer your jail sentence becomes.” ( :61)

“be nice if everything that felt good were good? Chocolate? That super-sized fast-food combo meal? Sunbathing? Smoking? Unfortunately, short-term feelgood is often long-term bad. Instant gratification is a populous plague and its predominant side effects are easily spotted: debt and obesity.” ( :62)

“I’m a great believer in luck, and I find the harder I work, the more I have of it. ~ Thomas Jefferson” ( :64)

“Yahoo for a few billion. Notice how events are quickly reasoned to be luck and process is swept underneath the rug. Cuban understands the dichotomy that most don’t: Process creates events that others see as luck.” ( :65)

“Sidewalkers love events but hate process. It’s only natural for Sidewalkers to assume wealth is luck, because they believe wealth is an event.” ( :65)

“Why do reality TV competitions such as American Idol attract so many people when most of the contestants suck? These people are searching for that elusive “big hit.” While the talented make it through (they have talent because they have process), the disqualified bemoan off the set, blaming Simon Cowell, the microphone, or some other insignificant factor for their failures. Singing Someday Over the Rainbow a few times in the shower doesn’t make a process.” ( :66)

“Belief 1: Luck is needed for wealth. Belief 2: Wealth is an event. Belief 3: Others can give wealth to me.” ( :67)

“The Law of Victims says you can’t be a victim if you don’t relinquish power to someone capable of making you a victim.” ( :70)

“The road to victimhood is through denial: First responsibility, then accountability.” ( :70)

“Was it my fault that I was a broke 25-year-old stuck in a blizzard in a limo on the side of the road? It was.” ( :70)

“Responsibility is the forefather to accountability, but one doesn’t evidence the other. When you admit responsibility to over drafting your checking account yet do it again next week, you’re not accountable. When you admit responsibility to fathering a child out of wedlock,” ( :71)

“You can be responsible while not being accountable. A Fastlane Forum user does a great job distinguishing between responsibility and accountability: What kills me is when people make the same piss-poor choice multiple times but then claim to be responsible. It’s easy to be “responsible” when responsible means just walking away. I’ve seen single parents who pledge to be “responsible” for the wild oats they’ve sown, only to occasionally send a check in the mail. I’ve seen people walk away from homes, claiming to be “responsible “for their actions, only to buy another home they can’t afford. I’ve seen people being “responsible” for the actions their drinking and driving caused only to do it again!” ( :72)

“And when you own your decisions, something miraculous happens. Failure doesn’t become the badge of victimhood—it becomes wisdom.” ( :73)

Mediocrity: The Slowlane Roadmap

“Unfortunately, the Slowlane is like bad directions given at a gas station, except these directions aren’t given by strangers, but by people you trust: teachers, television and radio personalities, financial advisers, and yes, even our parents. These ostensible sources reinforce the strategy’s fictitious strength when its efficacy is a sucker’s bet. The Slowlane is a lifetime wager that a sacrificial today will yield a wealthier tomorrow.” ( :77)

“In 2007 on a cold January morning, a violinist stationed himself in a Washington, DC, train station and played six classical pieces from Bach. Except this was no ordinary violinist and it was no ordinary violin. This was an incognito Joshua Bell, one of the greatest musicians in the world, who nights earlier had played to a sold-out concert hall in Boston for nearly $100 a ticket. As Joshua played his $3.5 million violin in the midst of the morning commuter rush, approximately 2,000 people passed through the station, most of them on their way to work. He played continuously for 45 minutes. Only six people stopped to listen briefly. No crowd formed. About 20 folks gave money but continued onward at a brisk pace. When he finished, there was silence except for the rhythmic hustle of a busy train station. No applause. No crowd. No recognition. This experiment, conducted by the Washington Post, uncovers something incredibly powerful—and disturbing. Not even the greatest musician in the world can illuminate the blinding depths of the rat race and those entrenched by its indifference.” ( :81)

“”THANK GOD IT ‘S FRIDAY”: BORN AND BRED IN THE SLOWLANE A friend recently berated me because I declined to go out on a Saturday night.” Are you crazy? It’s Saturday night!” he wailed. I told him something a Slowlaner doesn’t understand: For me, every day is a Saturday because I haven’t sold off Monday through Friday.” ( :82)

“I levied the verdict: Friday evening is glorified because people celebrate the dividends of their trade: five days of work-bondage exchanged for two days of unadulterated freedom. Saturday and Sunday is the paycheck for Monday through Friday, and Friday evening symbolizes the emergence of that payment, freedom for two days. Friday is the reason “Thank God it’s Friday” exists. On Friday, people are paid FREEDOM in the currency of Saturday and Sunday!” ( :82)

“If you have children you have to question this normality. Kids grow on Mondays and Tuesdays. I’ve heard they grow on Wednesdays, Thursdays, and Fridays too. Yes, they don’t wait for the weekend to grow up. When little Miranda speaks her first word, walks her first walk, dances the first dance, she doesn’t care if you’re in Houston for the quarterly manager’s meeting. Kids and relationships don’t wait for the weekend to grow, and while you’re out trading 5-for-2, guess what—the kids get older and so do you.” ( :83)

“While I worked my plan, I gave 7-for-0 (I worked seven days and didn’t take a day off) because I knew the roads on my roadmap converged with dreams. I worked for a better ratio in the near future, not in 40 years. I controlled my destiny and eventually my time trade investment yielded a dividend of 40 years. Now I do 0-for-7. I work zero days and get seven days of freedom.” ( :83)

“With the second job and my economical lifestyle I have managed to save about $50,000 in five years. It would have been more, but I lost a good $30,000 when I invested right before the Dow hit its peak in October of 2007.” ( :84)

“uckage #1: To Trade Time Is to Trade Life Who taught us that trading time in exchange for money was a great idea? Why does this normalcy consistently translate into unrivaled suckage? If you’re shackled to a job, you’re engaged to a glorified exchange of your time (your life) for pieces of paper that grant you freedom. You sell your freedom to get freedom. Pretty stupid, huh?” ( :87)

“Experience comes from what you do in life, not from what you do in a job. You don’t need a job to get experience.” ( :88)

“I can remember my friend’s after-work rants as she toiled at a high-carb corporate environment. Everything had a process. Got an idea? Great, send it to the boss, the boss sends it to his boss, who then hands it off to legal, who then sends it back to her boss’s boss for revisions, who sends it back, blah blah blah! By the time the “idea” gets anywhere it’s either stale or four other people have staked a claim to it.” ( :89)

“In 1997, I opened a Roth IRA with $1,000 and invested the monies in a growth mutual fund at a major investment firm. Yes, I let the “professionals” manage it for me. For the next decade, I didn’t touch it. Essentially, I forgot about the account. In the 10 years that followed, I made over $10 million dollars by following a Fastlane roadmap and leveraging Fastlane strategy. And what about that Roth IRA opened years ago? I never touched it and let it ride the ebbs-and-flow of the Slowlane. Today that account is worth $698.” ( :96)

“Bill Gates, Steven Spielberg, Richard Branson, Michael Dell, Felix Dennis, David Geffen, and John Paul DeJoria” ( :101)

“The best excuse people have for not having wealth is “I don’t have time.” Well, why don’t you have time? Because you have a job. Why do you have a job? Because you need one. Why do you need one? Because you have bills to pay. Why do you have bills to pay? Because you have debt. Why do you have debt? Oh yes, because you went to school for six years and have six figures in student loans.” ( :102)

“THE PARADOX OF PRACTICE The Paradox of Practice asks, “Do you practice what you preach? Are you a model, an exemplification of what you teach?”” ( :104)

“Broke Know-It-Alls” or B’KIAs (BEE-KIAs)—” ( :105)

“Robert is a Fastlane success story. He created and built a brand worth millions. But the curious question is this: Which came first? The best-selling book or the Lamborghini? Is there a Paradox of Practice underneath? Did Robert have this status icon “pre-book” by leveraging his real estate teachings? Or did the Lamborghini arrive after selling millions of books? Robert has undoubtedly amassed a great deal of wealth selling books, games, and seminars. Is it possible you’re being sold one wealth equation while the architect of the game uses another?” ( :107)

“For example, when I routinely earned $100,000 per month, I accumulated wealth fast because I maintained control over my expenses. As my income exponentiated, expenses grew linearly and weren’t neglected. If my income increased by 100%, expenses only grew by 10%. I didn’t accumulate wealth because of expense dickery. Income explosion and expense control created wealth.” ( :113)

“I recently read an article about a young woman named Callie from the U.K. who, several years ago, won millions in a lottery, only to lose most of it shortly there after. Of course, “lose” implies that the entire bag of cash flew out of the car while cruising down the boulevard in her brand new convertible. She didn’t “lose” it—she spent it. She was just 16 years old when she won the $3 million, and it took only six years for her to blow it: drugs, partying, exotic cars, breast implants, and a jawdropping $730,000 in designer clothes. The problem? Callie thought she was rich and spent like she was rich. Surely she bought into her title: “I’m a millionaire.” While $3 million is a decent chunk of change, she needed $30 million for her lifestyle.” ( :115)

“adly, in today’s terms, a “millionaire” (net worth of $1,000,000) is simply upper middle class. A millionaire is not rich. Five million is the old one million. Depressing, I know.” ( :115)

Wealth: The Fastlane Roadmap

“People would do better, if they knew better. ~ Jim Rohn” ( :119)

“Now, I do whatever I want and I’m not the least bit bored. The world is my playground; I travel, I learned two new languages and how to play piano. I play water sports, hike, and snowboard at least a month a year. I own three homes, I watch pro sports and my favorite teams whenever I choose, watch 3-4 movies a week, and read 1-2 books a week. Most of my time is spent with my family, and I literally watch my two daughters grow before my eyes. My family has lived on all four corners of the planet, including Australia and the Caribbean.” ( :120)

“Time Perception: Time is the most important asset I have, far exceeding money. Education Perception: The moment you stop learning is the moment you stop growing. Constant expansion of my knowledge and awareness is critical to my journey.” ( :121)

“Money Perception: Money is everywhere, and it’s extremely abundant. Money is a reflection of how many lives I’ve touched. Money reflects the value I’ve created.” ( :121)

“Strategy: The more I help, the richer I become in time, money, and personal fulfillment. Destination: Lifetime passive income, either through business or investments.” ( :122)

“Life Perception: My dreams are worth pursuing no matter how outlandish, and I understand that it will take money to make some of those dreams real.” ( :122)

“The inventor who creates a gadget and sells millions of them to 15 wholesale distributors. The guy who builds a cell phone application and sells it 50,000 times. • The guy who formulates an energy bar to help him stave off hunger and later is offered • $192 million for his company. The guy who builds a blog and three years later sells it for $4 million to a big • pharmaceutical company. The woman who invents a mop and sells 500,000 of them on QVC. • The teenager who builds a Web site that profits $70,000 month and later sells it for • millions.” ( :123)

“The guy who patents a product process and then licenses it to a Fortune 500 company • and goes on to make $14 million. The guy who creates a Web site to help him listen to his favorite basketball team and • later sells the company for $5.5 billion. The guy who builds a software company and later becomes the richest man on the • planet. The doctor who researches anti-aging treatments and sells them to a drug company for • $700 million. The author who writes a book about a teenage wizard and goes on to become a • billionaire. The gal who manufacturers and sells 20 million undergarments that help women fight • body gravity. The Internet marketer who earns $150,000/month selling ads. • The infomercial marketer who remakes an existing product and sells 4 million of the • “new, improved” version. The guy who creates an energy drink to help him stay hydrated and then sells the • company for $530 million.” ( :124)

“A great Egyptian pharaoh summons his two young nephews, Chuma and Azur, and he commissions them to a majestic task: Build two monumental pyramids as a tribute to Egypt. Upon completion of each nephew’s pyramid, Pharaoh promises each an immediate reward of kingship, retirement amidst riches, and lavish luxury for the rest of their natural lives. Additionally, each nephew must construct his pyramid alone. Chuma and Azur, both 18, know their daunting task will take years to complete. Nonetheless, each is primed for the challenge and honored by the Pharaoh’s directive. They exit Pharaoh’s chambers ready to begin the long pyramid-building process. Azur begins work immediately. He slowly drags large heavy stones into a square formation. After a few months, the base of Azur’s pyramid takes shape. Townsfolk gather around Azur’s constructive efforts and praise his handiwork. The stones are heavy and difficult to move, and after one year of heavy labor, Azur’s perfect square foundation to the pyramid is nearly finished. But Azur is perplexed. The plot of land that should bear Chuma’s pyramid is empty. Not one stone has been laid. No foundation. No dirt engravings. Nothing. It’s as barren as it was a year ago when Pharaoh commissioned the job. Confused, Azur visits Chuma’s home and finds him in his barn diligently working on a twisted apparatus that resembles some kind of human torture device. Azur interrupts, “Chuma! What the hell are you doing!? You’re supposed to be building Pharaoh a pyramid and you spend your days locked in this barn fiddling with that crazy machine?” Chuma cracks a smile and says, “I am building a pyramid, leave me alone.”” ( :125)

“Azur scoffs, “Yeah, sure you are. You haven’t laid one stone in over a year!” Chuma, engrossed and unfazed by his brother’s accusation retorts, “Azur, you’re shortsightedness and thirst for wealth have clouded your vision. You build your pyramid and I will build mine.” As Azur walks away, he chides, “You fool! Pharaoh will hang you in the gallows when he discovers your treason.” Another year passes and Azur solidifies the base of his pyramid and begins the second level. Except a problem arises. Azur struggles in his progress. The stones are heavy and he cannot raise them to the pyramid’s second level. Challenged by his physical limitations, Azur recognizes his weakness: he needs more strength to move heavier stones, and to do so, seeks the counsel of Bennu, Egypt’s strongest man. For a fee, Bennu trains Azur to build bigger and stronger muscles. With great strength, Azur anticipates the heavier stones will be easier to lift onto the higher levels.” ( :125)

“Meanwhile, Chuma’s pyramid plot of land is still barren. Azur assumes his brother has a death wish since, by all appearances, Chuma is violating Pharaoh’s mandate. Azur forgets about his brother and his nonexistent pyramid. Another year passes and Azur’s pyramid construction slows to a disheartening crawl. It often takes one month just to place one stone. Moving stones to the upper levels require great strength and Azur spends much of his time working with Bennu to build greater strength. Additionally, Azur is spending most of his money on counseling fees and the exotic diet required for the training. Azur estimates at his current construction pace, his pyramid will be completed in another 30 years. Unfazed, Azur lauds, “After three years, I’ve far surpassed my brother. He hasn’t placed one stone yet! That fool!” Then, suddenly, one day while hauling a heavy stone up his pyramid, Azur hears a loud commotion erupting from the town square. The townsfolk, regular observers to his work, abruptly abandon his plot to examine the celebratory fuss. Curious himself, Azur takes a break and leaves to investigate. Surrounded by a cheering crowd, Chuma trolls up the town square commandeering a 25-foot contraption, a towering machine built from a twisted maze of gantries, wheels, levers, and ropes. As Chuma slowly moves up the village street amidst the buoyant crowd, Azur fears the explanation. After a short trawl to Chuma’s barren pyramid plot, Azur’s suspicions are confirmed.” ( :126)

“Within minutes, Chuma’s strange machine starts moving heavy stones and begins to lay the foundation to his pyramid. One after another, the machine effortlessly lifts the stones and softly places them side-by-side into place. Miraculously, the machine requires little effort for Chuma’s operation. Crank a wheel attached to a rope and cantilever entwined by a gear system, and bingo! Heavy stones are moved quickly and magically. While Azur’s pyramid foundation took over a year to build, Chuma lines up the foundation to his pyramid within one week. The second level that Azur so arduously struggled with is even more shocking: Chuma’s machine does the work 30 times quicker. What took Azur two months takes Chuma’s machine two days. After 40 days, Chuma and his machine accomplish as much as Azur’s three years of toilsome work. Azur was destroyed. He spent years doing the heavy lifting while Chuma built a machine to do it for him. Instead of honoring the machine, Azur vows, “I must get stronger! I must lift heavier stones!” Azur continues the hard labor of pyramid building while Chuma continues to work the crank of his machine.” ( :126)

“After eight years, Chuma finishes his pyramid at age 26: three years to build the system and five years to reap the benefits of the system. The great pharaoh is pleased and does as promised. He rewards Chuma with kingship and endows him with great riches. Chuma never has to work another day in his life. Meanwhile, Azur continues to dredge away at the same old routine. Lift rocks, waste time and money to get stronger, lift rocks, and get stronger. Sadly, Azur refuses to acknowledge his flawed strategy and endures the same old process: Carry heavy stones until you can lift no more . . . then get stronger so you can lift heavier stones. This mindless prescription leads Azur to a lifetime of toil. He never finishes his pyramid promised to Pharaoh simply because he decides to do the heavy lifting himself when he should have focused on a system to do it for him. Azur has a heart attack and dies while on the 12th level of his pyramid, just two levels from finishing. He never experiences the great riches promised by Pharaoh. Meanwhile, Chuma retires 40 years early in a crown of luxury. Sloshing in free time, Chuma goes on to become Egypt’s greatest scholar and an accomplished inventor. He is entombed alongside Pharaoh in the same pyramid he built.” ( :127)

“The correlation between the Slowlane and the Sidewalk is this: Jobs exist to facilitate the consumer process. You become a brand manager for a consumer products company, you become an insurance agent, you become an accountant for some corporation—it’s consumer driven and focused to move goods and services into the hands of consumers. This “consumer” focus is like a gravitational pull to keep you amenable to anti-Fastlane thinking.” ( :129)

“Yes, become a producer first and a consumer second.” ( :130)

“Applied, this means instead of buying products on TV, sell products. Instead of digging for gold, sell shovels. Instead of taking a class, offer a class. Instead of borrowing money, lend it. Instead of taking a job, hire for jobs. Instead of taking a mortgage, hold a mortgage. Break free from consumption, switch sides, and reorient to the world as producer.” ( :130)

“I’ve never bought a product on late night television, because I’m on the same team. As a producer, I see the infomercials for what they are: producers (the minority) serving the consumer (the majority). The “act nows,” the “but wait, there’s more!” the “free bonuses”— these are marketing weapons in a producer’s arsenal. I watch infomercials not to buy, but to see what the pros are doing.” ( :130)

“From start to finish, this book cost roughly 1,000 hours of my time. If I sell 100,000 books at $5 profit each, I earn $500,000, or roughly $500 per hour invested. If I sell 500,000 books, I will earn $2,500 per hour invested. The more I sell, the greater the return on my original time investment, as I already paid the time. Imagine 10 years from today I sell one copy of this book. Suddenly I earn $5 from a time investment I made years ago!” ( :131)

“Net Profit = (Units Sold) X (Unit Profit) ~ and ~ Asset Value = (Net Profit) X (Industry Multiplier)” ( :134)

“1) Raise Units Sold by Increasing Conversion Ratio A 1% increase from 12% to 13% would give me an instant raise of about $480 per day. That’s $14,400 per month. If I redesign the Web site, hit a home run and get conversion to 15%, now I’ve expanded my income to over $43,000 PER MONTH.” ( :134)

“3) Raise Unit Profit If I detect a weakness in supply for my service or improve value, I can raise prices and increase my unit profit. If my unit profit moves from $4 to $4.50,I raise my income to $10,800 per day from $8,000. That translates to an additional $84,000 per month! Is your mouth on the floor yet?” ( :134)

“ithin our Fastlane wealth equation, this second component is called “Asset Value.” Asset value is simply the worth of any property you own that has marketplace value.” ( :136)

“Slowlaners and Fastlaners have two antagonistic views of “assets.” Slowlaners and Sidewalkers buy and sell depreciating assets that decline in value over time. Cars, boats, electronics, designer clothes, gizmodos, and sparkly bling to impress that newly divorced woman in the adjacent cubicle—these are all assets that lose value the moment your credit card is charged. Contrary to this, Fastlaners buy and sell appreciating assets: businesses, brands, cash flows, notes, intellectual property, licenses, inventions, patents, and real estate. As it relates to the Fastlane wealth equation, the power of “Asset Value” lies in your ability to control the variable in a virtually limitless fashion.” ( :136)

“In a few years, Sheila owns a company that operates in 27 states. She moves from a technician to a facilitator of the system, and her company enjoys an impressive $2.9 million profit. After enjoying the profits (and saving most of it), she sells her company for $24 million to a large computer manufacturer. She built an asset from nothing to something. The asset was her system, and now with a $30 million nest egg, she never has to work again.” ( :136)

“Asset Value = (Net Profit) X (Industry Multiplier)” ( :137)

“Advertising 2.85 Beauty Shops 4.10 Bars/Drinking Places 2.70 Carpet Cleaning 5.22 Computer Related Services 8.19” ( :137)

“Employment Agencies 5.4 Engineering Services 6.32 Gasoline Stations 3.70 Grocery Stores 11.34 Medical Labs 2.62 Misc. Retail Stores 3.62 Patent Owners and Lessors 14.56 Physical Fitness Facilities 3.56 Plumbing/HVAC Services 4.52 Surgical and Medical Equipment 17.32 Used Merchandise Stores 4.92” ( :138)

“Now suppose you quit your job and take your three years of experience and setoff to create a company manufacturing medical devices. You estimate that your total market (potential buyers) for your medical product(s) is 16 million. According to our chart above, the average multiple for the “medical devices” industry is over 17. This means within your scope of wealth acceleration, you can accelerate wealth at a FACTOR of 17, or 1,700%. Your Wealth Acceleration Factor (WAF) is 1,700%.” ( :138)

“SUPER-FAST WEALTH ACCELERATION: LIQUIDATION EVENTS Liquidation events create millionaires overnight, but only if liquidation occurs. Liquidation events are the process of selling your appreciable asset to the market. It’s a Fastlane exit strategy.” ( :140)

“people are using his service and John finds himself entertaining buyout offers and venture capital investments. Despite having no revenue and no profit, John has built an asset that has value to the marketplace. He receives a $640 million offer for his service from the Web’s leading search engine. John declines, arguing that his business will be worth more money once he starts generating revenue. While this is true, it is a gamble. After 18 months, John’s social networking service falls out of vogue, proving that the service was nothing more than a fad. The company becomes a bad party joke. In search of glowing valuations on a declining property, John no longer receives investor or buyer interest. He realizes too late that he should have taken the $640 million and experienced a liquidation event. He eventually sells the company at a “fire-sale” price of $2.5 million to a private equity firm. His poor timing cost him more than $600 million.” ( :140)

“1. Rental Systems 2. Computer/Software Systems 3. Content Systems 4. Distribution Systems 5. Human Resource Systems” ( :144)

“My preferred system is computer and software systems, including the Internet. It’s no shock that the Internet has paved the road to millions more than any other road out there. In fact, I heard a statistic that the Internet created more millionaires in the last five years than the previous five decades combined. What makes the Internet and computer systems so potent?” ( :145)

“Similarly, Dan Brown has sold over 80 million copies of the DaVinci Code in 51 languages. Let me be perfectly clear: If you sell 80 million of ANYTHING, you will be a very rich human being.” ( :146)

“A member of the Fastlane community owns a few self-storage facilities. Her business is a rental system. People pay money to store their junk and she receives monthly income. You’d assume that her facility is run by a human resource system—managers, property assistants—but it isn’t. Her properties have automated kiosks that run each property—a computer system. This makes her business 85% passive. Remove the kiosk, add human resource systems, and passivity drops.” ( :148)

“I retired in my thirties because of this simple reality. I’m a lender, and when you have a lot of money to lend, you live free because passive income arrives every month. If you had $10 million and lent it at a mere 5% interest, you’d enjoy a passive income of $41,666 every single month. At 8% your monthly income would be $66,666 per month—fully passive. Over $60,000 every month! This is WITHOUT touching the principal. You can do this for years and still have 10 million dollars left over!” ( :152)

“But I also exclaimed it to be a powerful passive income generator when leveraged against large sums of money. Contradictory? Just like education, Fastlaners and Slowlaners leverage compound interest differently. Slowlaners (the middle-class) use compound interest to get wealthy while Fastlaners (the rich) use it to create income and liquidity. Slowlaners start with $5; Fastlaners start with $5 million.” ( :153)

“The point of this illustration is to show that the rich aren’t using compound interest to get wealthy; they’re using it for income and liquidity. A 5% tax-free yield on $10 million suddenly creates a $500,000 per year passive income.” ( :156)

“I won’t hide my candid sacrilege to the LOA crowd; I think it’s a bunch of baloney orchestrated to sell books to those who think “thinking” will make you rich. In fact, the LOA is nothing but old principles of belief and visualization repackaged and remarketed for mass consumption. Who are the true Fastlaners? The LOA marketers!” ( :158)

“The Law of Effection states that the more lives you affect in an entity you control, in scale and/or magnitude, the richer you will become. The shortened, sanitized version is simply: Affect millions and make millions. (Grammarians, I can hear you screaming. Relax. I know the difference between “affect” and “effect.” I’m using “effection” as it appears in Webster’s Revised Unabridged Dictionary, published in 1913 by C. & G. Merriam Co., as a noun meaning “creation; a doing.”)” ( :159)

“To exploit the Law of Effection, your business needs to make an impact of either scale or magnitude, or both. Within our Fastlane wealth equation, “scale” and “magnitude” are implicit to our “net profit” variable. Net Profit = Units Sold (Scale) X Unit Profit (Magnitude)” ( :160)

“Scale creates millionaires. Magnitude creates millionaires. Scale and magnitude creates billionaires.” ( :160)

“For example, over the last decade, Bill Clinton earned more than $50 million in public speaking fees. While speaking is a direct trade of time for money, his intrinsic value is legendary, perhaps more than $100,000 per hour. Underneath the big fee is the Law of Effection. He speaks to millions and is paid millions.” ( :161)

“Retrace the source of millionaire money and you will find millions of something. Effection of scale or magnitude always precedes money, either directly or indirectly. The more lives you impact, directly or indirectly, the more wealth you will attract.” ( :161)

“Athletes are a perfect example of Effection. If you play professional baseball, you’re paid a meteoric intrinsic value. In 2009 Alex Rodriguez signed a $240 million contract. How exactly is that justified? Simple. The Law of Effection” ( :161)

Your Vehicle to Wealth: YOU

“Events and circumstances have their origin in ourselves. They spring from seeds which we have sown. ~ Henry David Thoreau” ( :165)

“If you’re a plumber organized as a sole proprietor and you accidentally leave a pipe cutter at a client’s house and the client’s three-year-old kills himself with it, guess what? They’re coming after you because you chose an ill-protected business entity. Instead of suing a corporation, they sue you and everything you own is up for grabs. The best business structures for your Fastlane business are: 1. C corporation 2. S corporation 3. Limited liability corporation” ( :166)

“Your life is the sum result of all the choices you make, both consciously and unconsciously. If you can control the process of choosing, you can take control of all aspects of your life. You can find the freedom that comes from being in charge of yourself. ~ Robert F. Bennett” ( :169)

“If poorness were an illness, take a guess as to its cause. Of course, lack of money. But is that a cause or a symptom of the underlying problem? Lack of education? Lack of opportunity, positive role models, or determination? Nope. Those are all symptoms. If you retrace poverty’s footprints you will find that poorness starts at the exact same place: choice. Poor choices are the leading cause of poorness.” ( :169)

“THE HEART OF THE PROBLEM As my income elevated, so did my cholesterol. The road of good living runs parallel to a cliff of gluttony. My doctor’s preferred method of attack was prescription drugs. I refused because I wanted to fix problems, not mask symptoms. If you approach wealth like a big pharmaceutical company and attack symptoms while neglecting problems, you will not succeed. Feeling tired? Take this pill. Want to lose weight? Another pill. The problems are ignored while the symptoms are addressed in catatonic cycles. I refused cholesterol medication because it addressed the symptom, not the problem. The problem is poor diet; cholesterol is the symptom. If your car’s fuel tank had a small leak, how would you fix it? The symptomatic solver would increase his trips to the gas station to ensure a steady inflow of fuel. The problematic solver plugs up the hole.” ( :169)

“The fabric of your life is sewn by the cumulative consequences of your choices—millions of them—that you set into motion. You act, react, believe, disbelieve, perceive, misperceive, and all of it engineers your existence. If you’re dissatisfied with life, your choices take full responsibility. Blame yourself and the choices you’ve made. Yes, you are as you have chosen.” ( :170)

“Your steering wheel (choice) is the most powerful control you have in your life. Why do I hate the Slowlane? Because it denies choice and gives it to someone else—the company, the boss, the stock market, the economy, and a whole host of others.” ( :171)

“People don’t choose to be poor. They make poor decisions that slowly assemble into a poorness puzzle.” ( :171)

“Can you make a choice this instant that can forever alter the trajectory of your future? You can, and it can be the difference between poverty and wealth. When you make minor permutations (choices) that deviate from your initial conditions, profound effects transpire over time.” ( :174)

“”impact differential.”” ( :174)

“The 2003 movie The Butterfly Effect starring Ashton Kutcher is great film that excellently illustrates choice horsepower. In the movie, the main characters engage in treasonous choices as youngsters, and you witness how each life unfolds as those treasonous choices permeate through time. You see the impact differential! Recognize that every day you make decisions that will ripple through the years. Question is, will your choice ripple to happiness and wealth? Or depression and poverty?” ( :174)

“At age 16, for a school prank, David ignites a smoke bomb in the school bus, and 14 children suffer smoke inhalation. Fortunately, those children recovered quickly, but David’s 10-day stay in juvenile detention forever propels David’s life down a different path. David meets Rudy, who teaches David the “rules” of the perfect burglary. This relationship forges David’s new career choice—thievery. After avoiding the law for seven years, David is caught, convicted, and sentenced to nine years in prison.” ( :175)

“At age 17 and against her parents’ wishes, Alyssa, an honor student, leaves home to live with a 31-year-old man she met at the local bar four months earlier. Her boyfriend introduces her to crystal meth, and what initially started as a funny experiment becomes a life-consuming addiction. Alyssa resorts to illegal activities to support her habit, including stealing from her parents. Her reckoning occurs when she is caught at the local mall stealing and sentenced to three years in jail and state-mandated rehabilitation.” ( :176)

“Until we see what we are, we cannot take steps to become what we should be. ~ Charlotte P. Gilman” ( :177)

“1. Choices of perception (thought patterns) 2. Choices of action (choosing to read)” ( :178)

“You see, you choose to interpret events in your particular frame of reference. Your mind labels and categorizes events that surround you. For example, when someone says “dog,” you might see a black Labrador, while other people see a poodle. When you see a mansion on the beach, do you think “lucky?” or “I’ll never own something like that?”” ( :178)

“If your world is canvassed with words like “never” and “can’t,” guess what? It’s true—you can’t and you never will! Is it possible to earn $1 million in one month? Sure it is, just ask the guy who does it. What makes his windshield different from yours? Good choices of perception translate into good choices of action. To change your perception is to change your future actions.” ( :180)

“The WADM is a great tool for making big decisions as long as you are perfectly honest with the factor weighting. I’ve used WADM many times in my life to bring clarity to tough decisions. It proved I needed to move to Phoenix, it offered insight into why it was time to sell my business, and it even steered me clear of some bad business investments.” ( :187)

“The universe doesn’t care about your past. It is blind to it. The universe doesn’t care that I wore pink pants in high school. (Hey, remember Miami Vice?) The universe doesn’t care that I got in a fight with Francis Franken and lost. The universe doesn’t care about your MBA from UCLA, your drug-dealing father, or that you wet your bed in junior high. The universe simply doesn’t care. One person and one person only weaponizes past transgressions: you.” ( :188)

“However, just because my brother called me a retard for 12 years doesn’t make it my reality. Your past never equals your future unless you allow it.” ( :188)

“My life is not defined by being picked last in high school gym class. If your past defines your existence, it will be impossible for you to become the person you need to become in the future.” ( :189)

“Ridicule is the tribute paid to the genius by the mediocrities. ~ Oscar Wilde” ( :190)

“”Flying is impossible.” “You guys are nuts.” “You are wasting your time.” “Foolish . . .” Before they could even pursue flying, the Wright brothers had to break free of society’s natural headwind—the natural social conditioning that impregnates all young minds. A Fastlane Forum member posted this: Go into a kindergarten class and ask the kids how many of them can sing. EVERY hand will go up. Fast-forward 13 years and ask the same class of seniors the same question. Only a few hands will go up. What changed? The kindergarten kids believed they could sing because no one had told them otherwise.” ( :190)

“Who farts headwinds? They are: Friends and family who just don’t get it. • Educational institutions that preach Slowlane dogma. • Parents who are conditioned to believe wealth is for other people. • Slowlane gurus who claim your house is the best investment. • Slowlane gurus who say $100 invested today will be worth $10 million in 50 years. • Your environment. •” ( :191)

“For me, it was Chicago. I was seasonally depressed and needed sun for motivation. Chicago was my hurricane force headwind, and if I wanted success, I needed to turn my back. I escaped and moved to one of the sunniest places on the planet. Had I not turned my back to my environmental headwind, this book would not exist. Where would I be today if I hadn’t turned my back to the tornado? I know I wouldn’t be here, happy, and retired 30 years early. Nope, I’d be on the Kennedy Expressway fighting traffic and strung-out on anti-depressants. I’ll pass.” ( :192)

“How? Join entrepreneur clubs, attend networking events, ally yourself with like-minders, get yourself around people who subscribe to a Fastlane, anything is-possible mindset, and decide who you want on your team of warriors. Read books and autobiographies of those who have the kind of success you want. Find a mentor. Join entrepreneur forums with a Fastlane mindset, like the Fastlane Forum! Not a week goes by when someone doesn’t email me, “This forum changed my life!” That’s a tailwind!” ( :193)

“By talking with other aspiring entrepreneurs, I’ve learned that significant others (husbands, wives, fiancés, girlfriends, boyfriends) can be some of the biggest headwinds out there. Having a life partner who doesn’t ascribe to your life’s ideals and philosophies is like towing a trailer full of wet manure. If your partner doesn’t subscribe to an entrepreneurial philosophy and toes the Slowlane road, can you expect to grow together in unison? Someone fighting with you in your corner is accelerative; if they serve as the opposition, they become treasonous.” ( :194)

“Or is your relationship just like lukewarm water, not bad, not good, just comfortable enough to stand pat? If so, it might be time to evaluate your passenger.” ( :194)

“The average American watches more than four hours of TV each day. In a 65-year life, that person will have spent nine years glued to the tube. Why? Simple. Life sucks. Life needs an escape. Life is no good.” ( :196)

“The reality is that time is deathly scarce, while money is richly abundant.” ( :197)

“On any given day, $3 trillion is exchanged in the world currency markets. That’s $3,000,000,000,000.” ( :197)

“To give that perspective, you can spend a million dollars a day for 8,000 years and you still wouldn’t have spent $3 trillion. That’s 109 lifetimes to quantify the total currency trading volume that exists for ONE DAY. Money is abundant and will be abundant as long as the world’s governments print more.” ( :197)

“Indentured time” is the opposite: It’s the total time spent earning money and the consequences of that spent time. When you awake in the morning, shower, dress, drive to the train station, wait, ride to work, and then work for eight hours—this is indentured time. When you spend your entire weekend “recharging” from the workweek, this is indentured time. Indentured time is actual work and the work you must do for the work. Morning rituals, traffic, compiling reports at home, solitary “recharges”—whatever time spent earning a buck is indentured time.” ( :197)

“1. The actual dollar cost 2. The free time transformed into indentured time.” ( :199)

“When I first moved out on my own, I quickly learned the Law of Chocolate Chip Cookies: If the cookies don’t get into the grocery cart, they don’t get home. And if they don’t get home, they don’t get in my mouth. And if they don’t get in my mouth, they don’t transform into belly fat. Parasitic debt follows the same law.” ( :199)

“You, me, we all have 24 hours to consume, expire, and spend. Time is the ultimate equalizer. Then why do so few get rich while the rest wallow from paycheck to paycheck? The distinction lies in the valuation of free time, the chosen roadmap, and the acquisition of parasitic debt. Guess the behaviors—rich or poor?” ( :200)

“conformity. The purpose of education within the Fastlane is to amplify the power of the money tree and the business system. You’re not a cog in the wheel; you learn to build the wheel.” ( :203)

“In today’s information society, there is absolutely no excuse not to find out how.” ( :204)

“Education is free for your consumption. Infinite knowledge is at your fingertip sand the only thing preventing you from getting it is you. Yes, YOU. Turn off the TV, pick up a book, and read it. Quit playing Guitar Hero and hit the library. Quit playing Gameboy grab-ass and hit the books. A committed Fastlaner has his nose in a book weekly. He attends seminars. He trolls business forums. He’s on Google, searching different topics and strategies. You have the innate power to become an expert at anything not requiring physical talent. Anything! No book in the world can make me a professional basketball player or a professional singer, but books can transfigure novices to experts in nonphysical disciplines. You can become a currency-trading expert. Real estate. Business. Web programming. Sales. A public speaker. The expertise for any discipline not requiring physical coordination is out there. What does it take? Your commitment of pursuit, and then the biggie: applying it.” ( :205)

“I hit the Internet and watched a few hours of video tutorials. Then I hit The Home Depot and bought supplies. Over the next several days I practiced on cardboard boxes. Within a week I became proficient at faux painting. I built myself a skill in one week. Days earlier I was in the sphere of “I don’t know how!” and days later, I possessed a new skill that I could aptly sell if I wanted. The best faux painters earn $10 per square foot. In one week, I built myself a skill that opened a tiny road into the Fastlane equation.” ( :205)

“I saw a picture the other day of a student publicly protesting one of the government financial bailouts. She hoisted a large placard that read: “I’ve got a 4.0 GPA, $90,000 in debt and no job—where’s my bailout?” Where’s your bailout? Let me tell ya, walk into the bathroom, flip on the light-switch and look in the freaking mirror. There’s your bailout.” ( :208)

“You’re paying $50,000 for someone to explain a book that’s found at the bookstore for 19 bucks.” ( :209)

“The first tip off is price. Anything unreasonable is a warning sign that the provider is more interested in making money than education. The second is price again. Be wary of FREE. FREE usually means eight minutes of education and eight hours of up-sell to a higher-priced seminar. Thirdly,” ( :210)

“FASTLANE WINNERS ARE FORGED AT THE REDLINE Winners are forged at the Redline. What’s the Redline? The Redline is pure, unadulterated commitment.” ( :211)

“Interest reads a book; commitment applies the book 50 times. Interest wants to start a business; commitment files LLC paperwork. Interest works on your business an hour a day Monday through Friday; commitment works on your business seven days a week whenever time permits. Interest leases an expensive car; commitment rides a bike and puts the money into your system. Interest is looking rich; commitment is planning to be rich.” ( :212)

“When Carnegie Mellon University professor Randy Pausch was diagnosed with terminal cancer, he blessed us with his last lecture. He said: The brick walls are there for a reason. The brick walls are not there to keep us out; the brick walls are there to give us a chance to show how badly we want something. The brick walls are there to stop the people who don’t want it badly enough. They are there to stop the other people!” ( :212)

“probability of success to be high. Their goal was to take my small company and transform it into a $100 million company. If they succeed, my small $100,000 investment would then be worth $2 million. The downside? The company could fail and the liquidation value of my investment would lose about 50%. My downside is limited while the upside is substantial. This is an intelligent risk.” ( :215)

“Moronic risks have unlimited downside (long term) and limited upside (short term). • Intelligent risks have unlimited upside (long term) and limited downside (short term.) •” ( :218)

The Roads to Wealth

“Need something more concrete? No problem. Make 1 million people achieve any of the following: 1. Make them feel better. 2. Help them solve a problem. 3. Educate them. 4. Make them look better (health, nutrition, clothing, makeup). 5. Give them security (housing, safety, health). 6. Raise a positive emotion (love, happiness, laughter, self-confidence). 7. Satisfy appetites, from basic (food) to the risqué (sexual). 8. Make things easier. 9. Enhance their dreams and give hope. . . . and I guarantee, you will be worth millions.” ( :227)

“For “do what you love” to work, you need two things: 1. Your love must solve a need and 2. You must be exceptional at it.” ( :228)

“The motivational fuel for the Fastlane is passion, not love. Passion gets you out of the garage and onto the road. If you have a passion for a specific goal, you’ll do anything for it. I had a passion for Lamborghinis and was willing to do anything for it. Pick up dog shit, mop floors, work at 3 a.m.—whatever it was going to take, I had the passion to do it. Did I love driving limos? Hell no. But I had a Fastlane passion and it motivated my movement to the vision of future.” ( :230)

“com): I grew up in a poor family and lived in a very old run-down barn that had half of it converted into a home. One of the worst times of the year was the winter, because our water pipes would freeze and, with it, our running water. The only way to flush the toilet was to bring snow into the barn, pack it into the water tank behind the toilet, and wait for it to melt. I saw that my mom had to put snow in the tank of the toilet bowl just for us to flush. The worst part was that it had to be refilled every time someone used the toilet. I thought to myself, “I never want to live like this again!”” ( :233)

“While she can “do what she loves” and get a job at a shelter, it doesn’t bring her closer to her dreams, nor will the job help her amass the wealth needed to pursue the dream. Yes, dog shelters are expensive. Instead, Leslie allows her passion to fuel her motivation—she starts a Fastlane business(unrelated to animals) that eventually funds her dream. Her passion leads to a dream without the crucible of money.” ( :233)

“EVERYONE IS DOING IT! Ever get stuck in traffic on the expressway and go no where for hours? Welcome to “everyone is doing it.” A road full of traffic is a road full of everyone. If everyone is doing it, I won’t be doing it. I’ll exit the road, and you should too. Why? Because everyone isn’t wealthy. If everyone were wealthy, “everybody is doing it” would work.” ( :238)

“While the stock market imploded in early 2009, who was buying and who was selling? Everyone was selling. I was long gone and sold a year earlier. Warren Buffet was buying. Everyone sells and the richest man in the world buys. Hmmm. Could it be that everyone is wrong? Yes it could.” ( :239)

“Drivers create MLM companies; they don’t join them. Drivers sell franchises; they don’t buy them. Drivers offer affiliate programs; they don’t join them. Drivers run hedge funds; they don’t invest in them. Drivers sell stock; they don’t buy stock. Drivers offer drop-shipping; they don’t use drop-shipping. Drivers offer employment; they don’t get employed. Drivers accept rents and royalties; they don’t pay rents and royalties. Drivers sell licenses; they don’t buy them. Drivers sell IPO shares; they don’t buy them.” ( :241)

“I can’t imagine running a company in which another entity has the power to instantaneously kill your revenue stream. If someone can “flip a switch” and destroy your business, you’re playing roulette with your financial plan. The congenital danger of hitchhiking is that you relinquish control to the driver. If the driver crashes into a wall, guess who goes with them. You.” ( :242)

“Local/community (pool) County/city (pond) Statewide (lagoon) Regional (lake) National (sea) Worldwide (ocean)” ( :248)

“Billionaire Mark Cuban recently wrote on his blog that it doesn’t matter how many times you strike out in business because you only have to be right once, and that “once” can set you up for life. In other words, be in the business of home runs.” ( :249)

“f “units sold” has a ceiling, you handcuff your ability to create leverage. Without leverage, you can’t create wealth exponentially. When you travel a business road incapable of scale, you render the Fastlane wealth equation impotent.” ( :249)

“Can the net income of this business scale limitlessly, say, from $2,000 per month to • $200,000? Can the asset value of this business scale into the millions? •” ( :250)

“The problem? His goal was financial freedom. If this was his goal, owning a coffee franchise in the local community wasn’t going to do the trick. With a coffee shop, he has no access to the Law of Effection. Selling 100 lattes a day simply won’t make an impact in either scale or magnitude. And since he didn’t want to own 20 of these franchises, but just one, he was barricading himself from the Law. Road closed.” ( :251)

“If you build a Web site that serves single moms, you have direct scale and the law is accessible. Fast wealth is possible.” ( :253)

“For example, as an author, I have scale, and with scale, the Law of Effection is accessible. Who is my audience? The whole English-speaking world, tens of millions of people!” ( :253)

“Effection is accessible. Who is my audience? The whole English-speaking world, tens of millions of people! I’m reminded of scale any time this book is pre-ordered from Australia or New Zealand. My upper limit is the world. My road has no speed limit and that grants access to the Law of Effection.” ( :253)

“The Commandment of Time asks: Can this business be automated and systematized to operate while I’m absent? • Are my margins thick enough to hire human resource seedlings? • Can my operation benefit from the introduction of a money tree seedling? • How can I get this business to operate exclusive of my time? •” ( :255)

“Content systems, computer systems, software systems, distribution systems, and human resource systems are all seedlings to money trees. If your business isn’t based on one, can one be added to make it passive?” ( :257)

“A business attached to your time is a job. • business that earns income exclusive of your time satisfies the Commandment of Time. • To satisfy the Commandment of Time, start with a business that uses a money system • seedling, or introduce one.” ( :257)

“You can’t live a perfect day without doing something for someone who will never be able to repay you. ~ John Wooden” ( :258)

“Starting a business is a big decision. Treat it with cursory interest, and your business resembles a hobby. And businesses that are run like hobbies pay like hobbies.” ( :258)

“The business was 24/7 with a lot of early mornings. Me? I’m one cranky bastard in the morning.” ( :258)

“I compiled my weighted average decision matrix (WADM) to give me clarity. Yes, I really use the stuff in this book!” ( :258)

“1. Internet 2. Innovation 3. Intentional Iteration” ( :259)

“One particular company ran a Web-site monitoring service that kept track of Web site uptime. On its home page it advertised how many clients it monitored. At the time, it listed “20,000 clients served,” and I was paying $50 per month for service. Assuming my fee was average, 20,000 X $50 = $1,000,000 in gross revenue—PER MONTH.” ( :260)

“ and” ( :260)

“Information (books, magazines, subscription newsletters)” ( :262)

“the core activity of inventors is just taking something and improving or modifying it. Take something old and stale and make it better. Take an underexposed product, make it your own, and reintroduce it to the world. Take something unconventional and make it conventional.” ( :262)

“Have you ever wondered why people sell get-rich-quick books and yet the content is just regurgitated blather from 30 prior books? The authors know that authoring is a potent Fastlane.” ( :263)

“Iteration is: “the means or act of repeating a process, usually with the aim of approaching a desired goal or target or result.”” ( :263)

“A popular thread at my forum is titled “Is a candy kiosk Fastlane?” A forum user wanted to know if having automated candy kiosks in the mall constitutes a Fastlane plan. As a standalone, no. But with II? Fastlane baby! One kiosk in one mall isn’t going to make you rich because it’s a singles-based business. However, 200 kiosks in 50 malls might, because it creates net income, scales asset value, and makes a bigger impact of magnitude. Intentional iteration is the Fastlaner’s response to limited scale.” ( :264)

“At first, people refuse to believe that a strange new thing can be done, then they begin to hope it can be done, then they see it can be done—then it is done, and all the world wonders why it was not done centuries ago. ~ Frances Hodgson Burnett” ( :265)

“SOMEONE IS DOING IT! You’ve got a great idea, but someone is already doing it? So what. Do it better.” ( :265)

“Years ago, what if Sergey Brin and Larry Page looked at the Internet landscape and said “Gee, there are plenty of search engines out there—Yahoo, Snap, AltaVista—why start Google? It’s being done!”” ( :266)

“Garbage has been around since men have walked the planet. Yet that didn’t stop Brian Scudamore from starting and then franchising 1-800-GOT-JUNK, or did it stop Wayne Huizinga from founding Waste Management with just one truck and a handful of customers. He later built Waste Management into a Fortune 500 company. Is garbage a new need? Or a need that needed better fulfillment? It was an open road when the road seemed closed.” ( :267)

“”I hate . . .” What do you hate? Solve the hate, and there’s your open road. “I don’t like . . .” What don’t you like? Remove the dislike, and there’s your open road. “This frustrates me . . .” What is frustrating? Remove the frustration, and there’s your open road. “Why is this like this?” I don’t know, why is it? Remove the “why,” and there’s your open road.” ( :267)

“”Do I have to?” Do you? Remove the “have to.” There’s your open road. “I wish there was . . .” What do you wish? If you wish, others wish too. Make wishes come true, and there’s your open road. “I’m tired of . . .” What are you tired of? Fix someone’s tiresomeness, and there’s your open road. “This sucks . . .” What sucks? Remove or reduce suckage, and there’s your open road.” ( :268)

“Then it happened. While eating some oatmeal, I bit my lip. A few days later I felt a canker sore brewing at the bite location. I loaded up on Vitamin X and Herb Y. Remarkably, the canker sore never formed, and it appeared that Vitamin X and Herb Y worked as a canker sore preventive. Now, anytime I feel a canker sore brewing from an earlier bite wound, I repeat this process, and each time, the sore does not form. I haven’t had a canker sore in nearly two years! I went from one every other month to none.” ( :268)

“Failures that drive you into new directions are often the most productive forces for invention. The heart pacemaker, microwave ovens, penicillin, and vulcanized rubber are all inventions that are the profound results of failures and accidents. Failure cracked the road open, and in that failure, the inventors had the fortitude to recognize it.” ( :269)

“1. Define the Lifestyle: What do you want? 2. Assess the Cost: How much do your dreams cost? 3. Set the Targets: Set the money system and business income targets. 4. Make It Real: Fund it and open it!” ( :272)

“First, seek to create a business system that generates $70,000/month in passive monthly income. Of this income, 40% goes to taxes, 40% goes to fund your money system, and 20% pays your lifestyle. This delivers your target lifestyle AND simultaneously funds your money system. The other target is your passive income from a lump-sum money system. To enjoy your designated lifestyle supported by a money system, your target number is $5,599,920. Five percent interest on this amount is roughly $23,000 monthly, which covers lifestyle and taxes.” ( :274)

“The world is full of financial illiterates; they’ve failed driver’s education and don’t know the rules of the road. As kids, we aren’t taught money management or basic financial discipline. We’re abandoned in a financial jungle swarming with predators. Many perfectly intelligent people lack rudimentary knowledge of basic financial concepts such as:” ( :276)

“interest? Return on investment? Do you know what happens to the price of a bond when interest rates go up? Can you figure out the difference between a tax-free yield and a taxable yield? These concepts harden your road to wealth. Financial illiterates can’t manage money systems. To succeed on your roadtrip, you have to know the rules of the road and pass wealth “driver’s education”—basic finance and economics.” ( :277)

“”Live below your means” is relevant at any income level. The key variable is the word “means.” If Bill earns $50,000 and Jack earns $1 million, who has the greater means? Who will live the extravagant lifestyle? Both might be living “within their means,” but Jack has a drastically different lifestyle. Remember, Slowlaners seek to minimize expenses while the Fastlaner seeks to maximize income and asset values.” ( :277)

“Literacy gives you the power to evaluate your adviser’s advice. In October 2009, actor Nicolas Cage, who reportedly earned more than $40 million in 2008, sued his former business manager for $20 million, accusing him of poor advisement and leading him down a path toward financial ruin. Cage contended that his manager exposed him to a basket of risky investments resulting in catastrophic losses. In a countersuit filed later, Cage’s former business manager blamed “lavish spending” on Cage’s financial difficulties—not his advice. Whatever the truth, if you can’t audit your adviser, you don’t have control. If you can’t critique good advice from bad you don’t have control. For those who hire financial planners, literacy is insurance. Financial advisers do not solve financial illiteracy just as more money doesn’t solve poor money management.” ( :277)

Your Speed: Accelerate Wealth

“I hear the “220 comment” from youngsters who sneak a peek into my Lamborghini while it’s parked in public. The listed top speed on its speedometer is 220 mph. Yet, despite all that implied power, the car has never been driven to 220 mph or even 150 mph. The “220 mph” is nothing but “potential speed,” and everything you’ve read in this book is just that: idle, unrealized potential.” ( :280)

“The King: Your execution • The Queen: Your marketing • The Bishop: Your customer service • The Knight: Your product • The Rook: Your people • The Pawn: Your ideas. •” ( :281)

“So did a thousand other people. What separates you from them? They executed. You didn’t, and you did nothing. Instead, you spent hours playing fantasy football. You spent the morning sleeping. You spent five days at a job. You chose everything but that great idea. You see, ideas are nothing but a chemical reaction in your brain. It’s an event that requires little effort.” ( :282)

“When I started my Web business, several other companies already had established Web sites. Instead of reasoning, “Someone is already doing it,” I executed better and became the leader in my industry. Was my idea spectacular? No. It was an OK idea, but I executed better than the” ( :283)

“Having the world’s best idea will do you no good unless you act on it. People who want milk shouldn’t sit on a stool in the middle of the field in hopes that a cow will back up to them. ~ Curtis Grant” ( :285)

“My site’s bounce rate (people who visit one page and immediately leave) skyrocketed.” ( :285)

“If I received a business plan from an entrepreneur who sold his company for $20 million just two years earlier, you can bet your sevens I’d read it. The value is not the plan, but the person giving it and his track record of execution.” ( :287)

“1. Complaints of change 2. Complaints of expectation 3. Complaints of void and 4. Complaints of fraud.” ( :290)

“I had to deal with fraudulent complaints almost weekly. A customer typos a price and some idiot thinks that they are entitled to a limo for $5.00 an hour versus the $50.00 per hour. “You owe me or I will contact my attorney and sue!” Yes, I’m sure you have an attorney. Good luck with that, champ. You’re going to pay a lawyer for $250 an hour to fight over a typographical error amounting to 45 bucks? Do you know what kind of dumbass you sound like?” ( :292)

“I expect to speak with someone not fluent in English named “Steve” but sounding more • like a Pradeep or Sanjay.” ( :293)

“my problem is addressed and resolved—and heck, I wasn’t even transferred to another agent. I’d be like, “Holy Mother of God! Wow!” This is a SUCS event: a Superior Unexpected Customer Service event. It is a transformation from customer service that naturally sucks, to SUCS. You see, when you violate your client’s customer service expectation profile positively, you turn your customers into loyal, repeat buyers, and ultimately, disciples of your business.” ( :294)

“Everyone has an invisible sign hanging from their neck saying, ‘Make me feel important. ‘Never forget that message when working with people. ~ Mary Kay Ash” ( :310)

“When you think about the automobile Volvo, what do you think of? I think safety. How about Porsche? I think speed. How about Ferrari? I think rich. Volkswagen? Practical. Toyota? Reliability. Yet, when someone mentions Chevrolet, nothing clear comes to mind other than looming bankruptcy, union squabbles, and unpredictable reliability. Some auto manufacturers have carved out strong brands, while the others fortify a business.” ( :311)

“The first step at building a brand is to have a Unique Selling Proposition or a USP. As a business without one, you’re adrift in a sea of me-too businesses without a rudder, unmoored to the trade winds of the marketplace. USP-less businesses offer nothing distinct, nothing unique, no benefit, no logical reason that someone should buy from them other than hope or circumstance wrapped around a cheap price. Your USP is the anchor to your brand. What makes your company different from the rest? What sets your business apart? What will compel a customer to use you over someone else?” ( :311)

“FedEx was introduced to the world when it said, “When your package absolutely positively has to be there overnight.” M&M’s said, “The milk chocolate melts in your mouth, not in your hand.” Notice how these USPs target benefits. I don’t like Domino’s Pizza (despite once being employed by them),and yet that didn’t stop them from building a pizza empire based on the USP of “delivered to your door in 30 minutes or less—or it’s free.” Domino’s identified the need: Pizza delivery was a long ordeal. They solved it, branded it, and the rest is history. How did Domino’s infiltrate such a crowded marketspace and succeed? Branding and marketing—the QUEEN in the chess game.” ( :312)

“Step 2: Be Unique The objective of a USP is to be unique when compared to the alternatives. This impregnates the consumer with a logical argument for choosing your company, because, without your company, they are forgoing the benefit. USPs should use powerful action verbs that create desire and urgency. “Lose weight” should be changed to “Obliterate fat” or “Shred pounds.” “Grow your business” should be dropped in favor of “Explode revenues” or “Shatter sales records.”” ( :312)

“Step 4: Keep it Short, Clear, and Concise The best USPs are short, clear, and powerful. Long phrases get skipped over. Step 5: Integrate Your USP into ALL Marketing Materials A USP is worthless if it isn’t conveyed throughout every aspect of your business. Include your USP on all your public communications: Your trucks, vehicles, and buildings • Your advertising and promotional materials • Business cards, letterheads, signs, brochures, and flyers • Your Web site and your email signature • Your voice mail system, receptionist/sales scripts, etc. •” ( :313)

“One look at my Facebook update feed and all I see is noise. College dropout earns $2,000 in one day. Find out how! See how I make $15,000 a month with this fantastic opportunity! New startup with a forced-matrix plan guarantees you a six-figure income! I just joined this awesome affiliate program and made $300 today! Be your own boss! I recently used an Internet calculator that tabulated my “wealth percentile,” which ranked my net worth in comparison to all of my peers in the United States. I was ranked in the top 1%. While I’m flattered, it exposes my challenge. My net worth is indicative of “unique” and “extraordinary” but in the world of perception, it’s lost in the noise.” ( :314)

“HOW TO RISE ABOVE THE NOISE There are five ways to get your message above the noise: 1. Polarize 2. Arouse emotions 3. Be risqué 4. Encourage interaction and 5. Be unconventional” ( :314)

“I see the risqué technique used on Facebook by social media marketers. One woman does video lectures on marketing techniques in her bikini. When she does one of these, her bikini video receives five times the viewership and comments. Why do the bikini video lectures do so much better than the normal ones? Simple: Sex gets above the noise. Men see the woman’s busty chest in the video preview and think, “Oooh, I gotta check that out,” while women are curious—”OMG, who is doing a video in a bikini top?” It’s almost a mix of polarization and sex.” ( :315)

“A to point B; that’s practicality. I buy to feel something—pride, achievement, uniqueness, adrenaline, and fame.” ( :315)

“Another example of using emotions to move your audience comes from the nonprofit organization the American Society for the Prevention of Cruelty for Animals ( This organization was founded over a century ago and I had never heard of it until recently. How did they break above the noise? They launched a powerful marketing campaign that unleashed emotions; their commercials featured abused animals confined in cages with a tender, heartfelt soundtrack playing in the background. If you can move your audience’s emotions and make them care, they will buy. Exhilarate people, make them cry and make them laugh. Your message will rise from the ashes of noise and compel people to buy.” ( :315)

“It’s ironic: To succeed a Fastlane we must forsake selfishness yet satisfy the selfishness of others. Did I say this would be a nice cozy stroll down the beach?” ( :317)

“1. Switch places. 2. Identify features. 3. Identify advantages. 4. Translate advantages into benefits.” ( :318)

“Now my clock was priced exactly the same, except it was presented differently. The taped higher prices, visibly slashed, conveyed two things: 1) A higher value and 2) A smoking deal. And guess what. The second person to look at the clock bought it. I succeeded at reframing price in the mind of my buyer. Of course, at seven years old, I had no clue what “marketing” meant nor what I was doing. Yet this was my first exposure to marketing and the implication price has to value.” ( :319)

“There’s an old story I heard about how price equates to value. Cleaning his basement, a man found an old dresser and decided to give it away. He moved the dresser to the street corner and placed a sign atop it: FREE. Shockingly, the dresser stood there all day, and for several days thereafter. This confused the man because the dresser, albeit old, was in decent shape and just needed a quick wood stain for perfection. The man decided a new strategy was warranted. He went to the street corner and replaced the “FREE” sign with “$50.” Not an hour later, the dresser was stolen.” ( :319)

“A company placed two ads for only one Web programmer position in the paper. One listed the salary as $120K a year. The other ad listed it for $32K a year. The first, higher paying ad received only about four responses. The second ad for MUCH less pay got over 100 responses. Most people have a lack of confidence in themselves and their ability and are willing to settle for so much less.” ( :320)

“What’s usually the first thing an entrepreneur does after they sell their company for $50 million? They go out and invest in multiple companies, get involved in philanthropy, and spread out their passions. Why is polygamy now possible? Money. Money buys systems, like human resource systems, and money systems that buy time.” ( :324)

“Wealth is a Formula and a systematic process of beliefs, choices, actions, and habits that form a lifestyle. Wealth is a process, not an event.” ( :326)

Check out more book notes at How I Read 90 Books In The Past 2 Years By Reading 20 Pages A Day

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