Dan Kennedy discussed these twenty one eternal truths extensively in his book "No. B.S. Business Success". I'm listing them down for you to know how, when ,where, why and who to apply them to as the case may be so you can succeed in your own business, whatever it may be.
Eternal Truth # 1 Every successful achievement begins with decision. Most unsuccessful lives are conspicuously absent of decision.
Eternal Truth # 2 If it’s work, it won’t make you rich.
Eternal Truth # 3 Failure is part of the daily entrepreneurial experience.
Eternal Truth # 4 How you deal with failure determines whether or not you ever get the opportunity to deal with success.
Eternal Truth # 5 You cannot trust your own judgment. Test, test, test. Then test some more.
Eternal Truth # 6 Live by price, die by price.
Eternal Truth # 7 We’re taught that you can’t judge a book by it’s cover, but we can’t help but judge a book by its cover. You will be judged that way, too.
Eternal Truth # 8 No one will ever be a bigger expert on your business than you.
Eternal Truth # 9 The willingness to do whatever it takes is infinitely more important than knowing everything there is to know about how to do it.
Eternal Truth # 10 The ability to win is easily transferred from one business to another.
Eternal Truth # 11 Talk is cheap… until you hire a lawyer.
Eternal Truth # 12 No one will ever care about your business as much as you do.
Eternal Truth # 13 Cash is king.
Eternal Truth # 14 If you can’t make money without money, you probably can’t make money with money either.
Eternal Truth # 15 There is never enough time (or enough of any other resource, for that matter). Entrepreneurs learn to get what they want working with what they’ve got.
Eternal Truth # 16 Even a blind hog finds a truffle once in a while --- as long as it keeps poking around.
Eternal Truth # 17 No one in his deathbed says, “I wish I’d spent more time at the office.” Not even a true entrepreneur.
Eternal Truth # 18 What goes around, comes around.
Eternal Truth # 19 A normal small-business can only yield a normal-small business. To earn an extraordinary income, you must develop an extraordinary business!
Eternal Truth # 20. Passion wanes with longevity and familiarity.
Eternal Truth # 21. When you’re up to your neck in alligators, it’s difficult to remember that your original objective was to drain the swamp.
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