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How to become an achiever ? – Brian Tracy

DAVID LAROCHE: Hello Achievers! Today, I am with a new awesome guest. I'm sure you know him. He's “eating frogs” and he's one of the most famous authors and speakers in the world. He's Brian Tracy, and he's with me just next to … You will discover him if you don't know him, and he's awesome.
Hello, Brian.

BRIAN TRACY: Hello, David.

DAVID LAROCHE: How are you today?


DAVID LAROCHE: [French part] California.

BRIAN TRACY: [French part]

DAVID LAROCHE: You speak Spanish also. You have a lot of expertise. Before I ask you some questions about what you do now, I would love to know your story, your journey, and how you became one of the most incredible and awesome leaders in this world. How did you start?

BRIAN TRACY: It's very simple. I started from a poor family with no education. I began asking, why is it that some people are more successful than others? I began to ask other people; I began to read and study. I spent my whole life researching the answer to that question.
Why are some people more successful?
What we found is that there are specific reasons; and if you do what other successful people do, you'd get the same results. And if you don't, you don't.
You can start from anywhere, any background, any nationality. But if you do what other successful people do like physical fitness or mental fitness, you can soon get the same results.

DAVID LAROCHE: Great! Do you have a moment when your life has changed? Do you have a moment when you've decided to follow these advices?

BRIAN TRACY: The turning point for me, that moment, was when I was struggling in sales. I went to a top sales person and I said, “Why are you earning ten times as much as I do?”
He said, “Show me your sales method and I'll give you some advice.”
I said, “I don't have a sales method.”
He said, “Well, that's your problem. Selling is a science. It's like cooking with a dish in the kitchen over a recipe. There's a formula to it. If you follow the formula, you make sales; and it has several parts. And if you don't, you don't make sales except by luck.


BRIAN TRACY: Well, that was the turning point in my life and this was what I learned: You can learn anything you need to learn to achieve any goal you can set for yourself.
I teach that, and I've taught that for more than 30 years. You can learn anything you need to learn to achieve any goal you set.
If you want to become healthy or wealthy or raise happy children or build a successful business, you can learn how, which means there are no limits.
And that was the big turning point in my life.
DAVID LAROCHE: Did you have some struggles? I'm sure you did, but I would love to let my audience listen to the successful people who have had struggles. Can you share one of your struggles and how you overcame it?

BRIAN TRACY: From a very early age, I have been very persistent, and that's really the most important quality because every successful person fails over and over again. You lose time; you lose money; you take bad jobs; you make bad investments; you start businesses that don't work; or you produce products that don't sell.
I have never thought about failure. And what I learned later was that successful people don't think about failure.
If you say, “What were your failures?” they do not have an answer for you because they can't think of having had a failure.

DAVID LAROCHE: Just learning.

BRIAN TRACY: But successful people have learning experiences—painful learning experiences and expensive learning experience.
I can't think of ever having failed. I've only had interesting learning experiences. If you learn from each experience, you get smarter and smarter. And it's part of the process of education—learning what you need to learn.
It is impossible to succeed without failing first and, usually, without failing many times.

DAVID LAROCHE: What could be one of the most painful learning experiences you've had at the beginning of your journey?

BRIAN TRACY: You always have to say in what category you’re talking about, relationships or health? Let's talk about money.
In business, the biggest mistake I've made was producing products or services that did not sell or producing products and services and not focusing enough energy on selling them.
Nine out of ten mistakes that companies make is they produce a product or a service that is not right for the market. As a result, they lose a lot of time and money.
So one of the things we know today is that if you have an idea for a product or service, before you start to spend time and money, you go to a customer and you say, “I have this idea for this product or service. Would you buy it at this price?”
Find out. Get a customer’s opinion immediately, and that will tell you “yes” or “no.”
That's what Jobs did and that's what Bill Gates did. That's what all the successful people do. They immediately ask their customers before they invest time and money and waste the time and money.

DAVID LAROCHE: You did the same thing.

BRIAN TRACY: Yes. With books, what I would do is I would create seminars and I would give seminars to public audiences. I've spoken to more than five million people. And I read about three hours each day.


BRIAN TRACY: Sometimes, more but an average of three hours each day for fifty years.

DAVID LAROCHE: I saw a lot of books in your house.

BRIAN TRACY: I have written sixty books. This year alone, I am publishing eight books. But I write four or five books each year on all different subjects. And I can write a book from my memory because I have spent so many hundreds and thousands of hours reading, researching, and teaching.
So, then, I think—ah, that would make a good book. And I will sit down and outline the book. I have a system. And then, I will submit the proposal to publishers. I will say, “I have an idea for this book. If I write this book, would you be interested in publishing this book?”
And if no one says “yes,” then, I won't write it. But, sometimes, they'll say, “Yes. That is a good subject.” And so, I'll write the book and they will publish it; and it will be published worldwide.
In my mind, I have three or four book ideas, and every one of them will be published worldwide. I will write the book and, next year, it will be worldwide.

DAVID LAROCHE: Great! I love that.
You have a book called “Maximum Achievement.” I love this title. What are the keys of Maximum Achievement?

BRIAN TRACY: The book is probably the best book ever written that covers the entire subject of personal success. It, basically, starts off with you.
Your level of self-esteem which translates into your level of self-confidence is the starting point of success. If you like and respect yourself, you will set big goals for yourself. And if you like and respect yourself, you will persist longer and you'll, eventually, succeed.
And so, how you feel—your emotions—about yourself is the starting point and the most important part of success.
The goal of parents is to raise children with high levels of self-confidence and self-esteem. Your goal as an adult is to build your own self-esteem, your own mental fitness.
Just like physical fitness requires physical exercise, mental fitness and feeling very positive about yourself and your life requires mental exercise.
What I've discovered which was one of the most important things of all is that the other side of self-esteem is called “self-efficacy” which is a word that means that you are good at what you do.
Therefore, when you work to become better in your field, whatever you're doing whether it's in school or in your job, you feel more confident and more positive about yourself.
The more you like yourself, the better you become; and the better you become, the more you like yourself. So you can actually get on to an upward spiral which brings us to your subject of success for young people.
The key to success is very simple. I've written two books on this.
You must become very good at doing something that is important and valuable to an employer. You must become very good at it. There are no successful people who are average, and it takes a long time to become very good at something even if it's to be a gardener or an interviewer or a speaker. It takes a long time to become good at it.
But you must be determined from the beginning to work extra hours to become very good at the work that you do. If you do that, every door of opportunity will open for you. Your self-confidence will go up. People will admire and respect you. Your employers will open doors for you.
It's the most amazing thing and, yet, only ten percent of the population know this. The eighty percent of the population work for a while. According to research, they work to become okay at their work, and then they level off. And years go by and they never improve. They do their job just enough not to lose their job unless, of course, there's a downturn in the economy and they are the first ones that are let go from their company.
The top ten percent, however, are constantly improving, a lifelong improvement, learning new things and becoming better. If you do that, you own the future; and if you don't do that, you're always a victim of rapid change.

DAVID LAROCHE: So you build your self-esteem, your self-confidence, and do ten percent more than other people to improve every day.

BRIAN TRACY: No. I’d say that you try to join the top ten percent of people who are constantly improving. They never stop learning. We say that leaders are readers. Leaders in every field are constantly reading and learning more about their field.
But the natural tendency is for people to work, level off, and never improve. Eighty percent of the population never improve.

DAVID LAROCHE: It's amazing.

BRIAN TRACY: Yes, and they don't understand because they're surrounded by people who are not improving either and they think—oh, this must be the way the world is. And so, they feel out of control with their lives. They cannot earn more money.
Eighty percent of the population have no extra money. The amount that they earn, they spend to live. So they have no savings. They have no security because they don't earn enough. They're always paid only the minimum.
But it's the top twenty percent of people who are paid more and more.

DAVID LAROCHE: You said that the first step is to develop self-esteem and self-confidence.


DAVID LAROCHE: How do you develop self-confidence and self-esteem?

BRIAN TRACY: As I've said before, one of the keys is to become very good at what you do. So what I teach is the importance of goal setting, setting very clear goals, objectifs, and making plans to achieve the goals, and then working on those goals each day because when you are working toward a goal, your self-confidence goes up. Your energy goes up. You actually become more intelligent. You have more self-esteem and self-confidence.
So this feeling of forward movement is one of the most important success secrets in the world. Successful people are always moving toward something important to them, and the feeling of movement makes them happy. It releases endorphins in your brain which causes you to be more creative, more positive, stronger, and more powerful.

DAVID LAROCHE: So the first step to build self-confidence is to set a goal.

BRIAN TRACY: Set goal and work every day toward the achievement of your most important goals.

DAVID LAROCHE: Great! Some people have fears to take actions. They write their goals but they don't take action. According to you, why? And how do you get them to take action?

BRIAN TRACY: There's no easy answer. Most people, the bottom eighty percent are lazy; and it's not polite to talk about it. Most people are lazy and they're looking for an easy way. They're looking for a shortcut to be successful, and there aren’t any.
But if you do something repeatedly, over and over, you develop a habit. So most people are in the habit of looking for easy ways to get the things they want. And they're surrounded by people who think the same way.
As much as ninety-five percent of your thinking is determined by the people that you associate with on a regular basis.
If you associate with people who don't work hard, don't learn, and who socialize after work, then, you become like them. You think like them. You talk like them. You dress like them. You marry them.
So you're married to someone who also has no ambition, and you raise children; and your children have no ambition. You just go to work and complain about your work.
But top people associate with other top people.
You've heard about the law of attraction, and the law of attraction says that if you change the way you think, you start to attract new people into your life. If you become aggressive about personal development and personal growth, you start to meet other people who think the same way.
And the old groups of people that you associated with fall away and the new group of people appear.
People say, “Where do I find positive people who are thinking about success all the time?”
First, you become one. And then, you naturally attract them.

DAVID LAROCHE: That's a great answer. I would love to know your point of view on this because there are a lot of amazing books like yours, like Napoleon Hill’s books and … and there are also a lot of seminars.
I would like to understand why some people who have the books, who follow the seminars, who have the keys, and who have everything to succeed continue to struggle and don't succeed.

BRIAN TRACY: Because they don't apply them. They do not practice the things that they learn. And success is very simple. If you have a clear goal… and I teach this.
Be clear about the most important goal in your life, the goal that could help you the most if you achieve it. When you're young, it's usually a financial goal but it may be a health goal, a business goal, or a relationship goal.
But be clear about your most important goal. Make a plan to achieve it, and then do something, at least, one thing each day that moves you one step closer to your most important goal.

DAVID LAROCHE: Maybe a small thing, but you do it.

BRIAN TRACY: Yes, just a small step. And the best is to do it first thing each morning. Start your day by doing something that moves you toward your most important goal.
Now, the second thing I say is that in order to achieve a business goal, you have to become excellent at something. And it's usually not very much; it's usually about two or three skills that you need to be at the top in your field, in any field.
And so, you ask yourself: If I were excellent in one skill, what skill would help me the most to achieve my most important goal?

DAVID LAROCHE: It's great.

BRIAN TRACY: And so, you set that as a goal as well. Now, you have the two: the goal and the skill which, like a railroad car, are locked together.
As you work to become better in that skill, you start to achieve your goal faster. As you achieve your goal faster and you become better, your self-confidence goes up. Your self-esteem goes up. You become internally motivated and driven to do more.
Now, I would say that there are probably three biggest enemies of success:
The first big enemy is the comfort zone.
You've come all the way from Paris to San Diego and gotten in touch with Dennis Waitley, me, and other people. That's a very big thing because we are very busy. We don't usually do interviews because we simply do not have the time.
But you wrote to us; you followed up; you were very aggressive; you were very polite. And Dennis recognized, as I recognized, that you are a special kind of person.
Therefore, we made time for you. We charge a lot for our time.

DAVID LAROCHE: Yes, I know that.

BRIAN TRACY: People pay us a lot for our time. So we make time for you because you had a very clear goal; you knew what you needed to do; and you began to take the steps day by day.
What you have been able to achieve in interviewing these people and me is very good and very admirable. But it wasn’t by accident and it wasn’t because it was easy.

DAVID LAROCHE: No. I worked a lot.

BRIAN TRACY: And then, you did your planning. You came here and you got organized. And so, you've done a wonderful job. It means that you have a lot of great success qualities.
But the comfort zone is where people become comfortable doing what they're doing and they don't like to change.
There's tremendous resistance to change in our society. The eighty percent of the population find reasons not to change even if the change can be positive or beneficial.
The second thing that holds people back is what is called “learned helplessness.”
This is where people feel, “I can't do it. I cannot make a change because of the economy, because of the world, because of my company, because of my childhood.”
They're always thinking about excuses or reasons why they cannot change and why they cannot do something new or different.
And the third enemy is what we call the “path of least resistance” which is always looking for an easy way to achieve a result.
But nothing worthwhile can be achieved easily. Everything worthwhile requires a long period of hard work with many failures along the way.
I can guarantee that many people whom you've asked for interviews have told you “no.” They did not have time; they were too busy; they were not in town; they weren’t interested; or many of them did not even reply. You've sent them emails and they did not even reply.


BRIAN TRACY: So what do you do? Do you become discouraged? Do you quit?
No, you just persist. And then, someone says “yes,” and someone else says “yes.”
I'll tell you a quick story.

DAVID LAROCHE: Yes, I love stories.

BRIAN TRACY: I've written books on time management, and my books on time management are some of the bestselling in the world in 42 languages—very successful.
About five years ago, I got a letter from a woman and she was writing a book on time management. She said if I could write a testimonial for her book. I said, “Of course.”
I read the manuscript. Good ideas—of course, I will help.
So I wrote a nice testimonial. She wrote back and said, “Thank you very much. I was so happy to receive it.”
I did not hear from her for about three or four years. And then, she wrote back to me and she told me her story. She had spent five years teaching time management and then writing this book and trying to get the book published. She had an agent and she went to every publisher and they all said, “No, no, no.”
She decided to give up. And then, she received my testimonial in the mail saying, “This is a really good book. You should read this.”
So she took this to her literary agent who took it to the publisher; and the publisher said, “If Brian Tracy says it's a good book, I will publish it.”
The book was published and it became a top seller. It changed her life completely. She has now written three other books that have been published because the first book was successful.
She said, “The day that I received your testimonial, I was going to quit because I had tried for so long and was unsuccessful. And I received that, and it changed my life.”

DAVID LAROCHE: I love the story.

BRIAN TRACY: You never know how one act of persistence can be what breaks through. You never know which one it will be. So you find that successful people just always persist because it could be just one more.

DAVID LAROCHE: Maybe it's the next step. I love this idea. You have a book, Eat the Frogs, and I love this title. You are crazy to do that.
I would like to talk about that. I would like to know, when you had this title in mind (it's a crazy title; it's not easy to understand what you mean with just the title), did you have some doubts about it?

BRIAN TRACY: Actually, this title came from my reading, and it came from a story which is explained in the book from about 1884 where Mark Twain said, “If the first thing you do in the morning is you eat a live frog, you will have the satisfaction of knowing that that's the worst thing that can happen to you all day long.”
The live frog is your biggest and most important task; and if you start every day by doing your biggest and most important task completely, then, you start your day off with tremendous energy; and, all day long, you will be more productive. All day long, your mind will be sharper; you'll have more energy.
So my book is called “21 Great Ways to Stop Procrastinating and Get More Things Done Faster.”
Eat the Frog was a chapter in my book which is called “Time Management” or “Double Your Productivity.” I sent it to the publishers and they went through it and they said, “This title would be the perfect title for the book. If you could make this the title and then run the idea of eating the frog through the book, then, we'll publish it.
It became the bestselling book in the history of this publishing company, the bestselling time management book in the world now—all over the world. And it literally changes people lives forever.
And there was just that one idea which is to pick your important task like your most important goal that you work on each day and complete it first thing in the morning.

DAVID LAROCHE: I love that because it is a metaphor and you can't “not remember” that. Do you suggest writing a book that's kind of a metaphor? You are teaching how to write a book.
You can find that on your website. I saw something (and I don't know where) about how to write a book, and the people can do that on your site. Do you suggest having this kind of title?

BRIAN TRACY: It's interesting. I have a friend who teaches a three-hour course on title selection and he … students live in a room and also online; and he’ll spend three hours with them just working on title selection.
He's a very successful author. His philosophy is that the title is the key, the hook that makes the book sell.
And so, people will spend three hours going through and asking questions as to what would be the best title.
They say you cannot tell a book by its cover but the title of a book will often get you a publishing agreement if the title is strong enough.
For example, I wrote another book last year called “Kiss That Frog.”
Eat That Frog is time management. Kiss That Frog means dealing with negative events in a positive and constructive way. The greatest single obstacle to success and happiness in life are negative emotions and negative experiences that a person continues to think about.
So how do you stop thinking about negative experiences?
Kiss That Frog is 12 ways to overcome negatives and become completely positive. It's very powerful and it comes from the fairly tale of the princess in the woods who kisses the frog who turns into a handsome prince.
That's the metaphor. Sometimes, your worst experiences can be the handsome prince that changes your life if you can learn from those experiences.

DAVID LAROCHE: That's great. I love that.
You have children and grandchildren. Imagine that this video will be watched by your grandchildren. What could be the life lessons you would like to share with them when they're 18 years old?
Imagine that you are speaking to them, what could be the life lessons you would like to share with them with your huge experience?

BRIAN TRACY: One of the greatest obstacles to success is self-doubt. We doubt ourselves. We think—maybe I'm not smart enough or maybe I'm not old enough or experienced enough or educated enough. And so, self-doubt holds people back.
The reverse of self-doubt is self-confidence.
What I'd tell my children and my grandchildren is, “First of all, you have unlimited abilities. You can do anything. You can learn anything you need to learn. You can achieve any goal you can set for yourself.”
But I'd also say, “You are a thoroughly good person. You are a very good person and you must never doubt yourself. No matter how many problems you have in life, hold on to that.”
My four children were here this weekend because it was Father’s Day. They wrote me little cards; and every one of the little cards they wrote said, “Thank you for always telling me how good I was and always believing in me and always reminding me how excellent I was as a person.”
And all four of them are positive, happy, and self-confident. Now, they have children and they're doing the same things to their children so their children are full of self-confidence as well.
Always tell your children that they are really good children. And always tell yourself that you are a very good person.

DAVID LAROCHE: You are saying something very interesting because the others only say, “Oh, what you're doing is good.”

BRIAN TRACY: Yes, you are a thoroughly good person. I always say …

DAVID LAROCHE: One of my goals is to build a one-year school for students between 18 years old and 20 years old because I was shy and I lacked self-confidence.
Let's consider that we will build a program together. In this one year, I would like to give them or help them have the foundation of happiness and success.
What should you do in this one year to help students grow and have the foundation to become not only successful with money but successful in every field?

BRIAN TRACY: It's interesting. In psychology, there is an expression called “a sense of control.” People are happy when they feel they are in control of their lives; and people are unhappy when they feel they're out of control or controlled by other circumstances.
If I were to teach a course (and I have designed this in my mind many times), I would call it “Success 101,” a one-year course on success.
The starting point would be to teach people to set goals. Setting goals is the master skill of success because, from it, everything else is possible. And they can be personal goals or financial goals.
Teach them how to set goals. I have written books on this subject and I have courses. So learn how to set goals.
First Day: What are your goals for this week, this month, this year, or in five years? Where do you want to be in ten years?
You can change as you get new information, but start off with an idea of where you're going.
And then, make plans to achieve the goals. And then, organize the plans.
This is all in my goal-setting system.
Now, each day, you plan your day in advance. Use your time and work on achieving the goals that are important to you. You set priorities and you do things of high value rather than things of low value.
You see, when you're doing things of high value, things that are moving you towards something that you want, you feel happy. When you're doing things of low value or no value, you feel angry.
And so, you find that much negativity comes from not being productive. People feel that they're just not using themselves very well.
Another thing that I would teach people has to do with self-confidence. I have what is called a “Speaking Academy” where I will take 12 people every three months and teach them in three days how to speak, how to give a talk, how to take any subject, design a talk, and get up and give an effective talk, short or long. We use video cameras to play it back and we have a system.
It's amazing because people come in at one level … and they go out at this level in terms of self-confidence. They are unbelievable. They can be shaking or nervous at the beginning of this three-day program. At the end of the three-day program, they are amazing. They have so much confidence.
Three months later, when you meet them, they're still the same. They're actually like a chick coming out of an egg that breaks out of the egg and becomes a bird. They actually break out to a new level and they never go back.
So one of the things young people should be taught is how to speak in front of others. The way that you do that is you just have them speak over and over to other people and get feedback.

DAVID LAROCHE: During the one year, they speak often.

BRIAN TRACY: Yes. Every once a week or maybe twice a week, they have a speaking class where they prepare and give their talk. It has an opening, a development, and a close. It could be one minute, three minutes, five minutes, or longer. But they get into the habit of standing up and speaking on a subject.
What happens is, like the chick coming out of the egg, all of their self-doubt disappears and what is left is self-confidence. And this spreads in every part of their lives.
The other thing that I would teach is selling, the ability to sell.
DAVID LAROCHE: Sell yourself and sell your ideas.

BRIAN TRACY: Learn how to sell yourself and learn how to sell a product or a service. The ability to sell gives you tremendous confidence, and it opens every door for you.
Everybody is in sales of some kind. You have [French part] 0:36:16.6. They have sales people who sell a product or service, but you also have business people, lawyers, doctors, and parents who are persuading.
So selling is basically the profession of persuasion where you persuade people to do things in a very positive way.
And it is an art. It's very much like cooking in the kitchen. Just because you have all the right ingredients does not mean that you can cook. So is learning how to sell.
I teach this, and I've taught this…

DAVID LAROCHE: You have a great book also.

BRIAN TRACY: I have several books. I have taken people who have started at the bottom and they’ve become rich because they’ve learned how to sell. And the more they sold, the more confident they became. The more persuasive and the more effective they were, the higher their self-confidence and self-esteem.
I have friends who own ten and twelve companies who, at one time, could not sell anything, and I taught them how to sell. Today, they're rich, famous, and powerful.
The ability to sell and to persuade is so important for success.
So you combine goals and time management and continuous improvement along with learning how to speak and learning how to sell which go together. In one year, you can take a person and transform him into a very positive, confident, and successful person for the rest of his life.
DAVID LAROCHE: Yes, and if they do that at the age of 18, it's a great gift.

BRIAN TRACY: It's wonderful.

DAVID LAROCHE: Thank you very much. You have awesome answers. It's one of my favorite projects. It will make a difference in the lives of people. I will do that. Thank you very much.
Julie has a question about education because you are a grandfather, and I'll come back, if it's okay, with a few questions.


DAVID LAROCHE: She wants to do something like that but with younger children. How old are your grandchildren?

BRIAN TRACY: They are wonderful.

JULIE: How old are they?

BRIAN TRACY: They are six and four and one. I have four grandchildren, two one-year-old little girls, another little girl who is six, and a little boy who is four.

DAVID LAROCHE: If they need something in France, I would love to help them.

BRIAN TRACY: Okay, thank you.

DAVID LAROCHE: If they need an internship or to talk to someone young, I would love to do that.

BRIAN TRACY: Thank you. Merci, merci beaucoup!

JULIE: I have a question about education for young children. We know that the world is changing fast but the education world is not changing.


JULIE: So, according to you, how could we improve education for young children from zero to twelve, six to twelve?

BRIAN TRACY: When my children were young, we studied everything about childhood education and we discovered the Montessori Method. Are you familiar with the Montessori Method?


BRIAN TRACY: We studied it carefully and we realized, this is what we wanted our children to have, so all of our children have gone through three to seven years of Montessori. Starting from the very first experience at the age of three years old, they've gone through the Montessori system.
The Montessori system teaches children the way children are designed to learn. They have little jobs they call “the work” where they start, do the work, complete it, and put it away.
What this does is it causes them to feel like little winners because they have won. And, all day, from the first day through the first three years, they are doing jobs and little bits of work that are a little bit more complicated.
At the end of three years, they can type; they can read; they can write; they know colors and countries. They are absolutely amazing. They can use a computer at the end of three years because children learn so fast.
The problem with the education system in the Western world is that it's run by teachers’ unions; and teachers’ unions run the system for the income and the convenience of the teachers.
The children are not important. The children are only a way for the teachers and the administrators to receive high pay.
They have no interest in teaching. In fact, teaching is too much work for them so they're always looking for ways to do less teaching and teach less material in a subject.
So many young people are going to school and coming out unable to read or write and unable to get a good job; and so, they become frustrated and unemployed. And they cause a lot of problems.
Unfortunately, everything that the unions touch turns into mediocrity. It turns into poor quality. And then, there's a … It's always poor and poor quality. There is a fight against any attempt to improve anything that unions do.
So if you have a unionized educational system, you basically have no future. The future is only for les élites, the elites who come from good homes where their parents can afford to send them to les académies, to the more expensive schools.
They will become the leaders and the bottom eighty percent will become the workers.
So whenever you have a unionized system, eighty percent of the population is doomed to be not very well educated workers for their whole lives. Only the elite will be wealthy and go to the beautiful restaurants and live in beautiful homes.
And it's the same in the U.S. It's the same in most Western countries.
JULIE: Yes. I agree.

BRIAN TRACY: And so, there is no answer. The only answer is private schools. We didn't have a lot of money when we had our first child, and putting your children in a private school is expensive, but it was worth it.
The difference it has made in our children’s lives has been wonderful because by the time they were four or five years old, they had tremendous self-confidence. And they could learn. They could read and write and speak and type and use a computer. They could learn.

JULIE: I think Montessori is good.

BRIAN TRACY: Yes, it's very good.

JULIE: Thank you. I have a second question. It's about your vision of the world. What could be the three actions human beings could do and participate in to make this world a better place to live?

BRIAN TRACY: If you look upon the growth of governments which I have studied for 50 years, the growth of government is like the growth of a cancerous tumor in a human body. It, eventually, takes away all the energy; and it, actually, kills the body.
Governments are too big. In France, their system is one of the worst in the world. The governments are too big. There are too many bureaucrats who do not work. The taxes are too high. The legislation is too strangling for the average business person.
It's finally reached the point now where, in England alone, there are millions of French entrepreneurs. Did you know that? And they come out here to the U.S. They go to other countries.
The most important ingredients for the wealth of a country are the entrepreneurs, the people who start businesses, the people who produce new products and services.
The goal of a country should be to encourage entrepreneurship and to create an environment where people are ambitious and eager to start businesses.
So you could look around the world… and this has been my subject for years. I was doing a radio interview on this, this morning.
You look around the world and you'll find that the countries where there's the most encouragement, encouragement, for entrepreneurship are the fastest growing; and they have the highest income.
Singapore, for example, is probably the most prosperous and the most entrepreneurial country, and Hong Kong as well and China in many ways.
Whenever you improve the climate for entrepreneurship, it's like sunshine and water for flowers. The entrepreneurs naturally grow.
So how do you allow a flower to grow?
You have to cut back the weeds. You have to cut back the grass that chokes the entrepreneur, and that grass is the government.
Unfortunately, people in government are very determined to keep their positions because they are lazy. They have highly paid positions and lifelong security. They have become the elite above the average person in history; and they fight very, very hard to keep their positions. So it's very hard to cut it back.
Our system in the U.S. is getting out of control as well. In all of Europe, it's gotten out of control. The countries that are prospering in Europe are the countries that became free of the Soviet Union like Estonia and Finland and countries like that.
Even Poland is growing very rapidly. They have too much bureaucracy but, still, they have much more freedom, more opportunities, more jobs, more wealth creation, and more hope for the future.
Here's another point with regard to … Wherever there are high levels of optimism for the future, people have more children. When people lose their hope for the future, they stop having children.
It's worse in Italy. It's bad in France, Spain, Portugal, Germany, and Russia. Wherever the taxes get higher and higher and the government grows and grows like weed choking it up, people stop having children. What happens is the population begins to die.
So the European countries are actually committing a form of passive suicide. They are dying out by the millions each generation.
They say that in Italy, the population of Italy will have dropped 20 million in the next 20 years. They have to have workers to support the people who are retiring, so they're importing people from the Middle East and Africa.
Now, you see the problems in … in Paris. You’re seeing the problems of unemployed Arab children, grown-ups, rioting, and burning cars.
Burning cars is a special French… spécialité française. It doesn't happen in the U.S. or England; but, in France, they burn hundreds of cars.
So what is happening is that the European countries are importing labor from Africa and the Middle East; and these people are having four, five, or six children each.
Very soon, France will become an Arab country. Germany and Italy will become Arab countries.
The politicians only think of one thing. It's to get elected one more time. So they will not put in long-term policies that will assure the long-term growth of France. They put in short-term policies that will get them elected one more time.
I don't know what the answer is. The first answer is always awareness. It's like if you have pain in your body and you go to the doctor and the doctor says, “It's this food that you are eating that is causing you the pain.”
Now, you know what the problem is; now, you can take action.
The starting point is awareness. But the growth of government chokes off all hope for the future in every country throughout 2000 years of history.

JULIE: Thank you. You've given us big awareness. I think lots of French people will like what you've said. It's good for us to hear that.

BRIAN TRACY: And I love…. Paris is my favorite city in the world and Barbara’s as well. We love France. It's such a beautiful country. And Paris is such a beautiful city.
My dream has always been to move to Paris and live there for a long time. It has not been possible. There's nothing like the “City of Lights.”

JULIE: Thank you for your answers. It's great.

BRIAN TRACY: Thank you.

DAVID LAROCHE: I have two questions. Those were great answers. I'm very happy that the French can see that. [inaudible] 0:50:34.8 You love France [inaudible]

BRIAN TRACY: But it's true everywhere. France has gone further than almost any other country. I think 54 percent of the French population works for the government, directly or indirectly. The 54 percent of the economy is taken in taxes and it's going up.
Like a shortened work week, a 35-hour work week is very good if you're a politician running for election. But, afterwards, what happens?
No country in the world has a 35-hour work week. No company, no country would even think of it because, in the long term, it's very destructive.
DAVID LAROCHE: Yes, I think so. That's why I'm here.
I will ask you a question. It is a funny question. I ask this to everyone. I have to explain why. My question will be on how to become a loser. I believe that people don't want to become losers. But, sometimes, they are acting as losers. And they will remember what you will say.
I love this way of touching people. Are you ready?


DAVID LAROCHE: Brian, I have a serious question for you. I would love to help people to become losers. I come to you for advice on how to do that. Do you have some tips on how to become a loser?

BRIAN TRACY: Absolutely! First of all, only do the very minimum at your work. Never offer to do anything more; just do the minimum. Come to work at the last minute and leave at the first minute, and waste as much time as possible during the day talking to your friends.
That's the first way. And do personal business on your cell phone, telephone, and computer; just waste as much time as possible.
Second of all, don't have any goals for the future because if you have no goals, then, you have no direction and you have no future. You will always have to do what other people with goals tell you to do. So you'll always be a lower person taking orders from people who have goals.
The third thing that you can do to be a loser is to be very poor at your work and never improve. Do only the amount necessary not to be fired. And never become known as being good at your work. So you'll always be one of the lowest-level contributors to your work.
Another is to complain about boss, company, and your co-workers all the time.

DAVID LAROCHE: And the society.

BRIAN TRACY: Yes. Always complain about how they're no good and how they're holding you back and how the reason you're not successful is because of politics and personalities.
Another would be to not manage your time well. Just never do anything of value. Never plan your days. Just do whatever happens during the day.
One of the very best ways to be a loser is to be critical. Criticism of yourself but especially criticism of others is the fastest way to destroy human relationship. You will never have any good friends. You'll never have good relationships. If you have children, your children will never be happy; your spouse will never be happy. And nobody will like you.

DAVID LAROCHE: That's great.

BRIAN TRACY: Yes. So those are some really good ways to be a loser.

DAVID LAROCHE: Yes. I think you have … advice so you have to write a book. Thank you very much. I will apply that.
Here are more serious questions because I want the people to listen to your expertise. What could be the main things we have to keep in mind to be a good seller?

BRIAN TRACY: The most important thing is to think about what the other person wants and needs.
It's interesting when you study the mindset of successful business people; they are focused on the customer and how they can help the customer improve their lives with their product or service.
They believe in the goodness of their product or service whether they're selling vitamins or cell phones or home furnishings. They believe that these are good products, and that if you have them, your life will be better.
They use the products themselves and they would sell them to their mother or father. And so, they're always thinking—how can I help you to improve your life in some way?
Because everyone is skeptical and because the average person in France or the U.S. receives 3000 to 5000 commercial messages or advertisements of some kind each day everywhere, people are skeptical.
So you have to break through that skepticism. And the way you do that is to think: What is it that my potential customer really needs and wants to improve their life? What are the problems that they have that my product can solve? What are the needs that they have that my product can satisfy? What are the goals that they have that my product can help them to achieve?
And then, you say to them, “If you have this problem or need, my product or service is something you should look at; and let me explain to you why it can help you.”
That's how you sell. You sell by teaching, by finding people who can benefit from your product or service far more than the cost; and then, you teach them how your product or service can help them to improve their lives.

DAVID LAROCHE: Great! Short and accurate, I love that.
What are the main things you've learned from your huge experience in public speaking?
I am a speaker in France, and I will become in … It's one of my goals. I will do it in one month or six months. I don't know.
What is the best advice you could give me to become one of the best speakers in the United States?

BRIAN TRACY: First of all, speaking is a craft. It's like carpentry or surgery. There's a process and a system to it. And I've studied and taught this system for more than 30 years.
So, study the subject. Read books on how to speak and listen to audio programs on how to speak. And then, practice and practice and practice.
The key to public speaking is to connect with your audience and realize that it's not about you; it is about your audience. So you have to ask, “Who is my audience?”
I do about 80 to 100 speeches each year anywhere from one hour to three days.
My first question is, who is going to be in the audience? What is their work? What is their income? What is their education? What is their family status? What are their hopes? What are their goals? What are their dreams?
You want to, like a … connect with how the audience is thinking and feeling.
When you open a speech (I teach this), you always open it by making a statement that tells people that this is the right place for them to be in.
For example, when I speak to sales audiences, I'll say, “Top sales people earn far more, on average, than average sales people. And, sometimes, one additional skill can help you to dramatically increase your income. How many people here would like to double their income?”

DAVID LAROCHE: Raise your hands.

BRIAN TRACY: Raise your hands. Everybody in the room raises their hands. I say, “Good. Then, if you will listen to me, I will give you several proven ways in the course of today to double your income. They're guaranteed to work. They cost nothing and they've been proven by thousands and thousands of other people.
Would that be a good use of our time today if I were to give you several ways to double your income?”
Everybody says, “Yes.” I say, “Good. Then, let's begin.”
That's how I begin a one-day sales seminar. And I have their complete attention all day. And then, with everything that I teach, I say, “Now, here's the starting point.”
I show that this is the starting point; this is the next stage.
“Use the things that you could do at each stage to dramatically increase your effectiveness to get better appointments, to make better relationships, to understand the customer situation better, to make better presentations, and to use your time better and so on.”
So I keep linking back into increasing your sales and increasing your personal income: “And this will help you, and this will help you, and this will help you.”
At the end of the day, I almost always get standing ovations. After seven hours of speaking, I get standing ovations. And they're not cheering me; they're cheering themselves. They're applauding themselves because, “Wow,” they say, “I can use these ideas. I am happy.”
And they are eager to go out and use these ideas.
In my Speaking Academy, I teach people how to do a three-minute talk; and a three-minute talk has a very simple formula. You open with a strong statement that grabs people’s attention.

DAVID LAROCHE: A question?

BRIAN TRACY: A question or a statement. For instance, sometimes, when I'm speaking to business owners in one of my business programs, I will say, “Twenty percent of businesses in every industry earn eighty percent of the profits in that industry. Every business starts at the bottom, and then some businesses do certain things that get them into the top twenty percent.
What I'd like to do is show you how your business can be in the top twenty percent of profit earners in your industry. Would that be a good goal for today?”
“And if you're in the top twenty percent, then, I'll show you how to get into the top ten percent or the top five percent using methods and techniques that have been used by tens of thousands of businesses worldwide. They're guaranteed to work.
It's just like two and two is four. If you do this and this, you get this result. So, let's begin.”
That's how I would start a two- or three-day seminar. Now, everybody knows the theme of the seminar and they know that everything that we teach is linking back to getting them into the top twenty percent of business profitability because business owners are concerned about profitability. That is the major focus of a business owner.
And it's the same with you and me. We're both business owners. We think—how can I take my ideas, my services and make them profitable?
We want to have a good life. We want to eat nice food, wear nice clothes, and drive a nice car. We want to help other people but we don't want to starve at the same time.
We say we want to do well by doing good. We want to do well for ourselves by doing good for others.
The second part is you tell your own story. This is what I would say: “When I started my first business, I didn't know any of the things I'm going to teach you today. And, you know what, I almost went bankrupt. I lost my house. I lost my car. I lost all my money because I had no idea how hard it was to start a business. I thought it was a very easy thing. So everything that I'm going to teach you are things that I have learned.”
Sometimes, I would spend more time talking about how I've tried different forms of sales, advertising, products, people, money, loans, and every mistake that you could possibly make. And everybody in the room is going…

DAVID LAROCHE: He knows me.

BRIAN TRACY: They've all done the same thing. And then, you shift. This could all be done in three to five minutes. In a short talk, you say, “There are three key points I want to share with you now, and if you will follow these three key steps, you will be able to start moving your business into the top twenty percent.”
And then, you go … And then, you close. And you say, “These three points will only work if you work. They will get you results if you apply them over and over again. So, promise me that when you leave here today, you'll take the first action and try whichever one of these points you think can help you the most. Promise?”
You just end your talk in three minutes.

DAVID LAROCHE: Great! You are [French part] 1:03:37.5

JULIE: Encyclopedia.

DAVID LAROCHE: You are an encyclopedia. Hopefully, you'll write lots of books.
I have a last question and it's without me. It is a short question.
You'll face the camera and the question is, according to you, what could be the key factors of success? You have two minutes. Start when you're ready.

BRIAN TRACY: When I was a young man coming from a poor family, I began asking why some people are more successful than others. What are the secrets of success?
And one of the first things I learned (and I never forgot this) was from a very successful man. He said, “There are no secrets of success.” He said, “There are just proven principles that are practiced over and over again that lead to success every single time.”
Very much like cooking in the kitchen with a recipe, if you work with a recipe over and over, eventually, you’ll prepare the dish and it’ll taste beautifully every time.
Richard Branson, the entrepreneur, said that once you have built a successful company, you can build company after company and they'll all be successful because they are all based on the same principles.
The most valuable work that you do is thinking, and thinking means planning carefully in advance. It also means thinking on paper.
The starting point of success is for you to sit down with a pad of paper and a pen and write down what you really want in life. Write down what you would like to have in your life if you were rich. If you had all the money that you needed and your life was perfect, what would it look like?
Write down the goals that you would like to achieve in your life, and then select the most important goal.
Ask yourself, what would be the most important skill that I would have to have to achieve my most important goal?
Write that down and make a plan to achieve that skill, and then work on that skill each day.
For example, you could learn to speak fluent English and I could learn to speak fluent French or we could both learn to speak fluent Russian if we simply set it as a goal and worked on it every day.
The turning point in my life was the discovery that you can learn anything you need to learn.
The final principle is to back whatever you decide to do with persistence and determination. In the final analysis, you're willingness to persist in the face of failure after failure—which you will experience—is the key to your success.
If you refuse to give up, then, eventually, you must succeed.

DAVID LAROCHE: Wow! I love that.
And I would love to have a testimonial from you. Would you prefer that I ask you something? Or I can just let you speak about David Laroche. What do you prefer?

BRIAN TRACY: I'll give a testimonial.

DAVID LAROCHE: David Laroche. You can start.

BRIAN TRACY: I would like to tell you about my friend, David Laroche. He is one of the smartest young men in the world today, and he's completely committed to finding out the strategies and principles of success and sharing them with as many people as possible including young people who are just starting off in their careers.
And if you listen to him and you learn from David, you'll save yourself years of hard work in achieving the same level of success in your life.

DAVID LAROCHE: That's great. I love that. Thank you very much.

BRIAN TRACY: You're welcome.

DAVID LAROCHE: I would like to take a picture of you.

JULIE: Can we have a picture of the three of us?


DAVID LAROCHE: We can do it in the light.
BRIAN TRACY: We could do it this way because it's very bright out there. We can go anywhere you like. I can get up and move around. There's no problem.

DAVID LAROCHE: You can move?

BRIAN TRACY: I can move to have a photograph taken. So you pick a good place. You may want to take it across the pool.

JULIE: It was a great interview.

DAVID LAROCHE: Yes, thank you very much. It was awesome.

BRIAN TRACY: It would be very easy to translate because the pacing is about the same speed as the French translation. If I'm translating into Russian or German, I must go even slower because Russian and German are about twenty-five or thirty percent more in words.
But French is almost the same as English and this will enable for a smooth translation.

DAVID LAROCHE: Yes. You don't speak as fast as Tony Robbins, for example.

BRIAN TRACY: Did you interview Tony?

DAVID LAROCHE: In July, we will; and he speaks very fast.
BRIAN TRACY: Tony is a very good guy, very smart. I admire him very much. And Dennis has been my dear friend for many years. These are good guys.

DAVID LAROCHE: We did an interview also with Darren Hardy.

BRIAN TRACY: He's also my good friend.


BRIAN TRACY: I don't know Seth Godin. I know who he is but I don't know him personally. I know Darren very well.

DAVID LAROCHE: Do you want some help?

BRIAN TRACY: It's a good idea for me to do it myself to build up my strength. But I don't mind asking for help.

DAVID LAROCHE: Thank you so much for everything.

BRIAN TRACY: You're welcome, David.

JULIE: Thank you.

BRIAN TRACY: It's a pleasure.

DAVID LAROCHE: If you're interested, I will write a book for the formation of success and happiness, and I would love to co-write this book with you. I can maybe do ninety percent of the book and just… I don't know if that's “supervise.”

BRIAN TRACY: Do you want to publish it in French?

DAVID LAROCHE: In English and in France also because I love the French.

BRIAN TRACY: I've co-written a book just recently with an English author and I got the book published (it's a business book) in the U.S. because it was a top seller in England. And so, I said that I will write part of this book. It looks like it could be a good book in the U.S.
But the only reason that they agreed was because it was already a top seller in England.
So if you want to publish in English, the best strategy would be to write it in French and make it a successful book in France. Then, they would be open to it.
It is just a book from the outside. Very few books come from other languages into English unless they have sold well already in their native language.

DAVID LAROCHE: So it's better to write a book in French.

BRIAN TRACY: Yes. Your English is not good enough to write the book in English. But if you write it well in French, then, it could be easily translated. There are translation programs in the computer.

DAVID LAROCHE: Let's consider that there are 12 chapters and I write 11 chapters and you write one chapter in English; and I translate it.
BRIAN TRACY: I told you before that I usually get a publisher to agree before I write a book. But I have violated it a couple of times. And I wrote a book called “Success and Achievement” or “The Road to Success.”
My publisher was not interested in it so I went to one of my clients in Russia who had a large … company. I said, “Look, I will give you the rights and you can co-publish this in my name and your name and distribute it in Russia.”
So, they did. And I went to one of my best friends, a top success author in Germany. I said, “I've got this book. Why don't we co-publish it in Germany?”
And then, I went to a friend of mine in India. I took the same book and we co-published it in Germany.
The book is all written. It's a very good book and I have it in my computer. What I will do is I will provide it to you. You can take a look at it and if you like it, that's the book. Then, we'll bring it out with you and me in France.

DAVID LAROCHE: That's great! I will read it.

BRIAN TRACY: You can go through it and you can put in French examples. You can have a French foreword. You can have French quotes. You can just go through it and see where you can make…
My German friend made it a German book. He called it… I forget the name of it. It was called “Success Navigator.” That's what he called it. I called it “Success and Achievement” which is like an umbrella title…

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