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Universal Secret (Mal Emery)
Business Development Insight

The Universal “Secret To Success” … Common to and Relied Upon by ALL Extraordinarily Successful Individuals!

It is my belief that any person who discovers, understands and gives more importance and priority to this one secret, can and will soon experience unbelievable
breakthroughs in their life!

Dear friend ,

I could simply write it down, but sadly I have witnessed no profound change of circumstance in the lives of those I’ve simply told it to. In fact doing so appeared to have little, if any impact at all.

On the other hand, for those who themselves have discovered this secret by ferreting it out, crawling over ‘broken glass’ and ‘climbing the steepest mountains’, in a proverbial sense, on their path to success, the outcome is truly profound. Such individuals instinctively understand that no-one ‘goes to the wise man at the bottom of the mountain’.

The truth is, it’s no great mystery and in the following pages, all will become clear.

The Ultimate Success Secret

In my search for 'the secret to success' I have come to this conclusion. The real difference between those who 'make it' and those who bumble along passively going wherever life takes them, is ACTION!

Read on though because that is only part of the equation.

I bet, if we followed any one of those successful people around for a week, and painstakingly recorded specifically how he or she spent their time, what they committed themselves to doing every single day to advance their career or business, you would likely say "No wonder they 're doing so well, just look at everything they 're doing!"

The truth is that most people are intellectually lazy and sadly lacking in curiosity when it comes to searching for information. It's no surprise then, that in their business they lazily rely on one, two or three methods of attracting success (clients.)

As a consultant, I do not walk away from most clients thinking, "It's no wonder he's doing so well-look at everything he's doing". Instead I most often think, "It's a bloody miracle he is doing half as well as he is, look how little he's doing!"

So if you need new clients for your business, don't do one thing to attract them - do one dozen!! If you have a problem to solve, don't implement one possible solution - implement one dozen solutions!

If money is a problem, make a list of ten different ways you can make some, and then go to work simultaneously on all ten ways. Take whatever action is necessary to ensure that you attract money and success and diversify the methods you use to do so. Vary the way you solve problems, the way you acquire new information and the multitude of ways you might 'grow' as a person.

The Only Reliable Path to Maximum Success

Curiosity is a wonderful thing. Forget the tired old "Curiosity killed the cat" thing, curiosity is what reveals opportunity... and what makes people rich!

The average child between the ages of five and ten asks hundreds of questions every day. The average adult asks only a few. Healthy curiosity contributes greatly to the energy and enthusiasm for life kids display ... and lack of it has a lot to do with the premature aging of adults! Life force itself is borne of curiosity.... stifle this precious quality and at least one foot is edging perilously close to the grave!

What kind of action delivers the greatest result in the minimum amount of time and expended energy?

It's the powerful principle of MASSIVE ACTIONI!

… not 'give it a go' action, or 'toe in the water' action, not wimpy 'baby-steps' action … IMMEDIATE MASSIVE ACTION!!!

In 1946 a man named Walter Russell published his unique philosophies. Walter was known as a somewhat unusual character, larger than life, you might say. His education didn't go beyond primary school and his first job, in a retail store, paid $2.50 per week. Despite this, and much to the amazement of those who were familiar with his rather ordinary background, Walter Russell went on to achieve considerable notoriety and success, as an architect, sculptor and artist.

The publishing of his philosophies, led to them becoming known as "The Secrets of the Man who Taped the Secrets of the Universe."

Walter Russell believed and insisted that every man and every woman had a genius within. He advocated that the successful man, woman or genius shared one conspicuous, common quality and that was- they produced a prodigious amount of work!

In his classic recording "Lead the Field", Earl Nightingale related, with some irony, a story about a man who, on arriving home every evening, would say to his family... "Gee I'm tired" . . . because those are the first words he heard every evening, from his own father, when he got home from his job.

I am often staggered at how little work / action people are willing to take in order to actually get what they insist they passionately want!

Let me give you an example of my own experiences of the principal of MASSIVE ACTION. Several years ago when I owned Mainstream Diner in Osborne Park, I was faced with almost overwhelming profitability problems. The business was growing well, but I just seemed to keep digging myself a bigger hole.

Here is the massive action I took in a series of steps, which changed that business forever and which were responsible for my being able to sell a business I had bought for $145,000, for $365,000 within the short space of 20 months!

1. I worked out the cost price of every product we sold, right down to the paper bag and then increased the price of everything that didn't fit my minimum gross profit margin.

2. I increased prices over the whole range in my shop, by 5% to 10% overnight - and only two people made any comment!

3. I called in all my existing major suppliers and said ... "This business is growing, but I cannot survive on my present buying structure. I need you to submit the buying price for your product for the next 12 months - prices may change, but I need to know about and agree to it, in writing. If you can offer me a discount at this difficult time, I agree to remain loyal (buy my products from you only) and to pay my account promptly."

4. 1 invited other major suppliers to submit their prices and I made them the same offer I had made to my existing suppliers. The result was that I almost always stayed with my existing supplier, but now my prices had reduced by up to 10%. Do this in your business!

5. I asked all suppliers for $250 worth of stock because I was running a "Win a Trip to Bali" competition. All suppliers have an advertising budget, but rarely do people ask for subsidy. And besides, I was only asking for stock, not cash. This meant it didn't really cost the supplier $250 - his cost was probably more like $125 or less. The bonus for me, was that I got to sell that stock at full retail, sometimes 5 x $250 + 100% GP. Wow! This one strategy raised more money than my entire promotion, in fact it actually made money, which I then passed on to my client by promoting 'specials'

6. I created a voucher book, similar to the ones McDonalds produce. In it were three offers -the same on each page, which were discounted or value added. We then left a space for the customer to fill in their details to enter the big draw. (The Bali holiday)

7. 1 created a folder which contained a menu, fax order forms, voucher book and various flyers promoting the products and services individually. le; Breakfast -bacon, eggs, toast and tomato with free coffee or tea for $4.95.

8. Then (and this is often where people fall down with their endeavors) . . . I told the whole of Osborne Park about it! - MARKETING. I was fortunate to have a bubbly and sociable staff member who 'put up her hand' to distribute these folders around to every business she could find - and tell them about our promotion.

By taking this massive action, I was able to wipe out my overdraft and repay another loan of $30,000, in just a few short months. My turnover leaped very quickly to $16,000 per week and profitability was now enormous.
I recall being 'flashed' by speed cameras twice in the same week, as I rushed to a supermarket because we had run out of bread. I decided to be philosophical about the two fines I incurred ....... it was a trade-off.

Another interesting observation was how my staff overcame their initial response of panic at the sudden and significant increase in their work-loads, to 'rise to the occasion' and draw on that extra 'something' in order to meet the demand and get the job done! Sure we were flat out, but there was a sense of fun to be part of something special.

Here is the secret! Had we used just one of these tactics and maybe introduced another later, I suspect time and lack of money would have caught up with me. It was the combination of all of them - the MASSIVE ACTION that saved the day.


Of course you could respond to the situation as most would with "Geez, that's a lot of work!" or "How am I supposed to get all that done?" or "Ill be working till midnight every day to do all that!"

When your business is faced with similar problems to the ones I had to deal with, it is as I call it, a "period of emergency" ... and if you don't take massive action, your business will go 'belly up'! From my experience, it will be lack of cash flow that will ‘bite you on the bum. And at such a time, you must only spend money on creating a client (cash flow). Everything else can wait! I believe you can ‘fix’ almost anything, as long as you have the crucial area of cash flow covered.

And can you cultivate the most prized personal characteristic of all?

Are you prepared to 'carry the message to Garcia?'

If you don't know the story of the man who 'carried the message to Garcia' I have included it here. It reveals arguably he most valuable characteristic we, as human beings are capable of.

"A Message To Garcia"

In all this Cuban business there is one man stands out on the horizon of my memory like Mars at Perihelion.

When war broke out between Spain and the United States, it was very necessary to communicate quickly with the leader of the Insurgents. Garcia was somewhere in the mountain vastness of Cuba - no one knew where. No mail or telegraph message could reach him. The President must secure his Cupertino, and quickly.

“What to do!'” Someone said to the President, "There is a fellow by the name of Rowan - he will find Garcia for you, if anybody can.”

Rowan was sent for and given a letter to be delivered to Garcia. How the "fellow by the name of Rowan" took the letter, sealed it up in an oilskin pouch, strapped it over his heart, in four days landed by night off the coast of Cuba from an open boat, disappeared into the jungle, and in three weeks came out on the other side of the island, having traversed a hostile country on foot, and delivered his letter to Garcia - are things I have no special desire now to tell in detail. The point that I wish to make is this: McKinley gave Rowan a letter to be delivered to Garcia; Rowan took the letter and did not ask, "Where is he at?"

By the Eternal, there is a man whose form should be cast in deathless bronze and the statue placed in every college of the land. It is not book-learning young men need, nor instruction about this and that, but a stiffening of the vertebrae which will cause them to be loyal to a trust, to act promptly, concentrate their energies, do the thing "Carry a message to Garcia."
General Garcia is dead now, but there are other Garcias. No man who has endeavored to carry out an enterprise where many hands were needed, but has been well-nigh appalled at times by the imbecility of the average man the inability or unwillingness to concentrate on a thing and do it.

Slipshod assistance, foolish inattention, dowdy indifference, and half-hearted work seem the rule; and no man succeeds, unless by hook or crook or threat he forced or bribes other men to assist him; or mayhap, God in His goodness performs a miracle, and sends him an Angel of Light for an assistant.

You, reader, put this matter to a test: You are sitting now in your office - six clerks are within call. Summon any one and make this request: "Please look in the encyclopedia and make a brief memorandum for me concerning the life of Correggio."

Will the clerk quietly- say, "Yes, sir," and go do the task?

On your life he will not. He will look at you out of a fishy eye and ask one or more of; Who was he? Which encyclopedia? Where is the encyclopedia? Was I hired for that? Don't you mean Bismarck? What's the matter with Charlie doing it? Is he dead? Is there any hurry? Shan't I bring you the book and let you look it up yourself? What do you want to know for?

And I will lay you ten to one that after you have answered the questions, and explained how to find the information, and why you want it, the clerk will go off and get one of the other clerks to help him try to find Garcia and then come back and tell you there is no such man. Of course I may lose my bet, but according to the Law of Average I will not. Now, if you are wise, you will not bother to explain to your "assistant" that Correggio is indexed under the C's, not in the K's, but you will snide very sweetly and say, "Never mind," and go look it up yourself. And this incapacity for independent action, this moral stupidity, this infirmity of the will, this unwillingness to cheerfully catch hold and lift - these are the things that put pure Socialism so far into the future. If men will not act for themselves, what will they do when the benefit of their effort is for all?

A first mate with knotted club seems necessary; and the dread of getting "the bounce" Saturday night holds many a worker to his place. Advertise for a stenographer, and nine out of ten who apply can neither spell nor punctuate - and do not think it necessary to.

Can such a one write a letter to Garcia?
"You see that bookkeeper," said the foreman to me in a large factory,
"Yes. What about him?
"Well, he's a fine accountant, but if I'd send him up town on an errand, he might accomplish the errand all right, and on the other hand, he might stop at four saloons on the way, and when he got to Main Street would forget what he had been sent for.
Can such a man be entrusted to carry a message to Garcia?
We have recently been hearing much maudlin sympathy expressed for the "downtrodden denizens of the sweatshop" and the "homeless wanderer searching for honest employment," and with it all often go many hard words for the men in power.

Nothing is said about the employer who grows old before his time in a vain attempt to get frowzy ne'er-do-wells to do intelligent work; and his long, patient striving after "help" that does nothing but loaf when his back is turned. In every store and factory there is a constant weeding-out process going on. The employer is constantly sending away "help" that have shown their incapacity to further the interests of the business, and others are being taken on. No matter how good times are, this sorting continues: only, if times are hard and work is scarce, the sorting is done finer - but out and forever out the incompetent and unworthy go. It is the survival of the fittest. Self-interest prompts every employer to keep the best - those who can carry a message to Garcia.

I know one man of really brilliant parts who has not the ability to manage a business of his own, and yet who is absolutely worthless to anyone else, because he carries with him constantly the insane suspicion that his employer is oppressing, or intending to oppress him. He cannot give orders and will not receive them. Should a message be given him, to take to Garcia, his answer would probably be, "Take it yourself!"

Tonight this man walks the streets looking for work, the wind whistling through his threadbare coat. No one who knows him dare employ him, for he is a regular firebrand of discontent. He is impervious to reason, and the only thing that can impress him is the toe of thick soled Number Nine boot.

Of course, I know that one so morally deformed is no less to be pitied than a physical cripple; but in our pitying let us drop a tear, too, for the men who are striving to carry on a great enterprise, whose working hours are not limited by the whistle, and whose hair is fast turning white through the struggle to hold in line dowdy indifference, slipshod imbecility, and the heartless ingratitude which, but for their enterprise, would be both hungry and homeless.

Have I put the mat Have I put the matter too strongly? Possibly I have; but when all the world has gone a-slumming I wish to speak a word of sympathy for the man who succeeds - the man who, against great odds, has directed the efforts of others, and having succeeded, finds there's nothing in it, nothing but bare board and clothes. I have carried a dinner-pail and worked for day's wages, and I have also been an employer of labor, and I know there is something to be said on both sides. There is no excellence, per se, in poverty. Rags are no recommendation; and all employers are not rapacious and high-handed, any more than all poor men are virtuous. My heart goes out to the man who does his work when the "boss" is away, as well as when he is at home. And the man who, when given a letter for Garcia, quietly takes the missive, without asking any idiotic questions, and with no lurking intention of chucking it into the nearest sewer, or of doing naught else but deliver it, never gets "laid off," nor has to go on a strike for higher wages. Civilization is one long, anxious search for just such individuals.

Anything such a man asks shall be granted. He is wanted in every city, town and village - in every office, shop, store and factory. The world cries out for such; he-is needed and needed badly - the man-who can "Carry a Message to Garcia."

If you look at the most successful entrepreneurs, you will find that it’s not superior intelligence, talent, education or resources that sets them apart. In fact most self-made millionaires are surprisingly ordinary and often devoid of remarkable intellectual prowess.

That is not to say that a small percentage of M.E.N.S.A. (Members the international IQ ‘High Society’) have not reached millionaire status. Many have, but superior intelligence is not the over-riding factor that placed them there! It's a different determinate altogether!

The most stunningly successful entrepreneurs seem to share one special quality ... they are profoundly stubborn! Put another way. they are persistent and they take action. . . and then they are more persistent and they take more action! You must adopt the mind set of a ‘bias for action.’


Research has shown that the average entrepreneur goes through 3.8 failures before achieving significant success! So go ahead, screw it up and embarrass yourself a lot - fast!

There is incredible value to be found in the mistakes you make. In fact, there is arguably more value to be found in making mistakes. than if you were to get it right every time!

On General Schwarzkopf’s recent Australian tour, he said "If a bundle of decisions were made and action taken and these decisions proved to be wrong 49% of the time, then every-body would still be away ahead of where they were, had there been no decision made and no action taken."

Success is made up of a certain number of successes plus a certain number of failures!

The same applies in any profession or walk of life, you must be prepared to risk something of yourself and remain somewhat detached from the outcome including the inevitable criticism aimed in your direction.

The history of Australia is peppered with stories of successful people, who demonstrated no particular talent or superior intelligence and did not pursue their education beyond high school. But these individuals did display one common characteristic -PERSISTANCE- with the result that they achieved incredible levels of success!

You might wonder ... what greatness might Australia achieve as a nation, if the best and the brightest of our people, were also the most persistent? PERSISTENCE!

I recall many occasions when I personally, have wanted to quit - but I didn't, mostly because I couldn't. The industrialist C.F. Kettering said ... "No-one ever would have crossed the ocean if he could have gotten of the ship in a storm”.

There is a lot to be said for refusing to give up.

Graeme Alford is an ex barrister, who really botched it up about 12 years ago. He got it so wrong, in fact, that he ended up in jail facing a daunting sentence after being convicted over the very serious charge of armed robbery! At the time of his conviction, Graeme weighed well over 20 stone and suffered from alcoholism and drug addiction.

Today, the same man is a sought after public speaker, promotes international events and has published his own book- "Mental Toughness". Graeme Alford has literally reinvented himself. Last year, he was acknowledged on Australia's foremost current affairs program 60 Minutes, as an "Australian Icon" for his achievement in bringing General Schwarzkopf, Mikhail Gorbachof, Al 'Chainsaw' Dunlop and several other internationally acclaimed ‘celebrities’ to Australia. Not a bad come-back for an ex jail-bird.

So how do you convert failure to success?

Firstly by just 'hanging in there'. Success transcends failure ... through sheer persistence. Colonel Sanders, who gave Kentucky Fried Chicken to the world, was 61 years of age, broke and unemployed when he conceived the idea of selling his chicken recipe to the world! The Colonel approached 1,109 businesses before one wisely decided to give his “secret herbs and spices” a go. So "YES" there is definitely a lot to be said for persistence!

The second way of turning failure into resounding success, is by taking prompt decisive action! Staying static will get you nothing! When Mick Doohan takes a fall from his bike, he gets straight back on ... when the Great White Shark' loses a tournament, he continues to hit balls. I wonder how many shots Michael Jordan missed during his pro basketball career and how many were crucial shots? One things for sure, he didn't stomp over to the bench, beg the coach to take him out of the game sit the rest of it out with a towel over his head and refuse to ever take another shot! What did he do? He took another shot - AND SOON!

I have listened to countless coaches from all modes of sport saying this about their champion players . .. "I’ll just let him/her play him/herself out of this slump”. (poor form)

No, becoming immobilized is not the answer. As with most problems, ACTION is the only true antidote.

Finally, to quote some frequently used proverbs "Nothing is as good or as bad as it first seems to be" . . . . and . . . . 'Whenever one door closes, another opens". In my own life, I have found that every great disaster, disappointment or tragedy has somehow paved the way for greater opportunity or benefit to emerge. Every single time!

If you can't see or uncover the immediate benefit or opportunity hidden in your 'failure', then set it aside as 'unfinished business' rather than viewing it as permanent and crushing failure, because in time, I'm sure it will yield enormous value.

Finally, I believe success is a learned skill. Within these pages are ‘acres of diamonds’, waiting just below the surface.

Mal Emery

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