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 APRIL 2013

On the Cover
38
Abundantly Clear
Bold-thinking entrepreneur Peter
Diamandis recruits philanthropists
to fund novel solutions to huge
Cover and Table of Contents: Jeff Katz

global problems. His interests range

from asteroid mining to Star Trek-
like medical scanners, from water
purification to oil-spill cleanup. Find
out more about his crazy ideas.
by John H. Ostdick
 Contents

FEATURES
46
19 Seers
You need imagination and know-how to
see potential where others dont. Inventors,
entrepreneurs, designers and even a teenager
made our list of 2013 visionaries.
by Chris Raymond

52
Tapping In
We tell you how to leverage the explosion
in tablets and smartphones by taking your
business mobile.
by Jim Hopkinson

58
Win the SEO Game
You dont need a pricey expertour guide
explains how to boost your business in listings
returned by online search engines such
asGoogle.
by Emma Johnson

62
Courtesy of Romano Group

Best of SUCCESS
This iconic brand celebrates an important
anniversaryand brings you the best lessons
68
Jay Kelly

in leadership from the past five years.

by Lisa Ocker

68
Startup Strategist
Dawn Lepore, twice a dot-com CEO, shares
insights about adapting her companies (and
herself) in a swiftly evolving business climate.
by Jim Motavalli

72
What the Most Successful
People Do Before Breakfast
The authors study of highly productive people
found they share similar practices that can help
you, too, in making dreams a reality.
52 58 by Laura Vanderkam

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 Contents

30 Departments
28 Can This 8 Publishers Letter
Business
BeSaved? 10 Editors Note
When choosing
a new business, 11 Your Say
many struggle to
decide whether to 13 StartUP
Harness our news about health and
follow the money happiness (and other tidbits) to improve
or their passion. yourself and your business.
Guess what we by Shawn Achor, Paul Scott Adamo,
advise? Sally Deneen, Josh Ellis, Margaret
by Tory Johnson Jaworski, Brandy Jules, Jim Motavalli,
Lisa Ocker, Julia Savacool, Betsy
30 How To Simnacher and Mary Vinnedge
Go officeless
and maximize 20 Strides
efficiency. De-cluttering is easy. We give pointers
by Emma Johnson for the tougher challenge: keeping your
spaceneat.
36 Electronic by Melissa Balmain
Etiquette
Dont forget that 22 A Healthy YOU!
Take care of your ticker with our
you can actually exercise, diet and lifestyle suggestions.
turn off your And also take heart: Many are simple!
cellphone. Our by Drs. Mehmet Oz and Michael Roizen
experts tell you
when you should. 34 Maximum Leadership
by Josh Ellis Change is inevitable, but our guidelines
can help you handle it wisely and well.
by John C. Maxwell

77 WrapUP
Check out business gadgets, books
to burnish your knowledge and skills,
apps for road trips, and terrific how-
toadvice.
BUSINESS 20
by Josh Ellis, Tim Gideon, Margaret
Jaworski, Rieva Lesonsky, Steve
Pomeranz, BetsySimnacher and
Laura Stack
24 Whats Around 26 Modern
the Corner Marketing 84 SUCCESS Foundation
Everyones an expert Follow our A California Boys & Girls Club uses
these days, so suggestions for the SUCCESS for Teens program to
you must separate content marketing supplement after-school life lessons.
yourself from in todays mobile-
thepack. first world. 88 Action Plan
by Jason Dorsey by Chris Brogan Apply 10 takeaways from this issue
right now.

4 SUCCESS APRIL 2013

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 Contents
What does
URL
standfor?
If you knew it
stood for uniform
live on resource locator,
March 12 then we say wow. If
not, visit SUCCESS.com/
com/
SEOalphabet for more acro-
nyms to throw out at your next
dinnerparty.
Read more about SEO on page 58.

SUCCESS
Goes Mobile
Get the latest edition of SUCCESS
From the on your tablet or smartphone, free
to print subscribers. Type the link
Cover Story http://goo.gl/tqFsY in your browser
to download today or scan the QR
code below with yoursmartphone.

PETER
DIAMANDIS
SUCCESS TALKS: Peter Diamandis shares
his future vision with Publisher Darren Hardy.

Barcode generated with TEC-TT

Find out at SUCCESS.com/Diamandis

Jeff Katz

SUCCESS.com/Martha SUCCESS on

More ONLINE
View the April 2013 Issue
Best of SUCCESS Audio Playlist, including interviews,
Download a free, full-length TED Talks and more.
CD of our best audio
interviews, including: Have questions about YouTube.com/
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editor@SUCCESS.com Google.com @SUCCESS Magazine
SUCCESS.com/BestofSUCCESSdownload Twitter.com @SUCCESS magazine

6 SUCCESS APRIL 2013

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Are Readers...
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 PUBLISHERS LETTER

Why We Exist
Some time ago a man named David, Helping people like David is our mission
from Buckley, Wash., sent me a letter at SUCCESS. Every month we strive to
sh a r i n g h i s f i r s t e x p er ie nc e w it h provide examples, stories and thought
SUCCESS. He had been at a party leaders to help you reshape your
and took a friends car to make future and encourage greater
a beer run. When he started potential in every area of
o r e f rom
the engine, the June 2008 M your life. Our purpose
o n h is blog at
D a r re n
SUCCESS CD was playing. is to prove to you that
d y.S U C CESS.com
David listened as I asked ar you can achieve great
D arrenH h D a r re n a
t
Paul J. Meyer how he had tw it n things that your
Co n n e c D ar ren HardyFa
maintained the magic of k.com/ dreams and ambitions
his marriage for decades, Faceboo c a n be re a l i zed a nd
and Paul explained how that a richer, fuller life is
h e p u r p o s e f u l l y c ou r t e d possible for you.
his w ife. Each mor ning Paul This issue marks a special
concocted a plan to make her feel anniversary: Five years ago we set
beautiful, respected and loved that day. out to reclaim the heritage and tradi-
He sent flowers to his wife every week tion started more than 110 years ago by
for 37 years. Orison Swett Marden and continued by
That interview penetrated Davids W. Clement Stone, Napoleon Hill and Og
heart. His marriage had been magic- Mandinoprevious publishers or editors
less for a while, but David never consid- of SUCCESSas the pre-eminent personal
ered he could be the one to blame or the achievement magazine.
one to fi x it. We feel its a great privilege to steward
Instead of picking up beer, he went this publication and touch the lives of
to his own house. David sat beside his millions of people, of those who subscribe
wife on the couch, held her hands and or of those who simply find a CD playing
said, Katie, we both know our marriage unexpectedly in a friends car and allow the
Tiffany Pond

has been struggling, and I just realized words to penetrate their hearts.
why. Ive been wrapped up in myself. I Your letters, emails and comments on our
havent been giving you the attention, blog and Facebook pages are our reward.
respect and love you deserve. I want you We love what we do, and even more, we love
to know that changes tonight. From now learning what SUCCESS does for you.
Our purpose is to on, every day I will fi nd a way to make Happy anniversary!
prove to you that you feel beautiful, respected and loved.
Tears filled her eyes. She had a broken
you can achieve heartshe thought David didnt love her
great things. anymore and that their marriage was over.
I was days away from my wife leaving
Your dreams and me when I heard that interview, David Darren Hardy
ambitions can wrote in his letter to me. That interview SUCCESS Publisher & Founding Editor
saved my marriage. Paul Meyers example
be realized. A showed me how to be the husband my wife P.S. Volume II of my extraordinary
richer, fuller life is deserves. The past year has been the best conversation with Jim Rohn, Lessons of a
of my life. We have never been happier. Lifetime, will be released soon. Learn more
possible for you. Thank you. at LessonsOfaLifetime.SUCCESS.com.

8 SUCCESS APRIL 2013

June SUCCESS Special Editorial Section:

Essentials for Virtual

and Home Ofces

This special section will discuss the essential tools, tips and tactics for a
business that can be successfully run from a home or virtual office.

Four articles will cover 1. Be a Virtual Success: In this article, SUCCESS

the following topics: contributing editor Emma Johnson will explain
how to create a virtual business with employees
who work from their homes.

2. Power Up Your Productivity: Small-

business expert Rieva Lesonsky will pick the
brains of productivity experts and home-based
entrepreneurs for pointers on time management
and running a more efcient business.

3.  VTL6MJLVUH)\KNL[: Shelley Levitt

/
offers expert advice on what you can scrimp on
and where you should splurge when it comes to
outtting the home ofce.

4. ,YNVUVTPJZ: Levitt describes how the design

and function of your home ofce affects your
well-being.

For more information on advertising in this

issue, call your SUCCESS Advertising
Manager, David Williams, at 940.497.9961.

Space Reservation: MARCH 22, 2013

Materials Due: MARCH 29, 2013

www.SUCCESS.com
 EDITORS NOTE
Rocket Man
Editor in Chief Publisher & Founding Editor
Last year I went to a business conference Susan Kane Darren Hardy
keynoted by a famous man. I had read several Editorial
of said famous mans books, and I liked and Editor Managing Editor Features Editor
respected him (still do). Hes a good speaker and Lisa Ocker Mary Vinnedge Josh Ellis
Staff Writer/ Copy Editor Talent Executive
held the audiences interest over a significant Photo Coordinator Peter Tepp Paul Scott Adamo
Brandy Jules
period of time. The audience, a ballroom full of
Contributing Editors
us, applauded loudly when he was done. Shawn Achor Tim Gideon John H. Ostdick
Then a little while later, Melissa Balmain Margaret Jaworski Mehmet Oz, M.D.
Jill Becker Emma Johnson Chris Raymond
a shortish, dark-haired Chris Brogan Tory Johnson Michael Roizen, M.D.
fellow was hustled onto Erin Casey Rieva Lesonsky Don Yaeger
Sally Deneen John C. Maxwell Susan Young
the stage. We were told Jason Dorsey Patty Onderko Mike Zimmerman
he had very little time to
Creative Production
speak; his plane from an Creative Director Production Manager
exotic city had landed Carl Waters Alan Dwelle
Contributing Graphic Designer Production Artist
late, and he had another Art Director Floro Torres Christian Stovall
planeto somewhere just Alexander Flores
as coolto catch. This SUCCESS Partners

mystery man was Peter Diamandis, the guy CEO

Stuart Johnson
on this months cover of SUCCESS. He was Senior VP & General Manager Senior VP, Marketing
dressed exactly as he is on our cover (which Steve Norton Paul Adams
he gave us exactly a half-hour to shoot in CFO VP, Marketing & Events
Joe OConnor Meridith Simes
late January), in a rumpled shirt, jeans and a Senior VP, Creative Services VP, Business Development
dark sports jacket. He didnt seem to give a Deborah K. Heisz Reed Bilbray
hoot how he looked, but he looked supremely eCommerce Advertising and Circulation
eCommerce Manager Marketplace & Inside Sales
comfortablemuscular and energetic but Curtis Broom David Williams
relaxed, with his hands in his pockets. Product Marketing & 940-497-9961
Development Manager dwilliams@SUCCESS.com
Hearing the keynote speaker was like going to a Hugh Murphy
West Coast Sales
concert by a band whose songs I knew and loved Mid-Level Software Developer
Howard Berman
Jody Thigpen
and who played them faithfully. Hearing Peter Web Designer
818-355-5315
TBGMediaSales@gmail.com
was like hearing Mozart or the late jazz composer Sam Watson
Email Marketing Specialist Southeast Sales
Dave Brubeck for the first timemusic that 940-497-9958
Carol Shuker
upends your entire notion of its genre. A hush Website Support
snorton@SUCCESS.com
came over the room as we realized we were in the Nathan Noom Northeast Sales
SUCCESS.com Editorial Frank Colonno
presence of genius. As Peter wrapped up his talk, Managing Web Editor 201-962-2759
hundreds of us rose to give a standing ovation. K. Shelby Skrhak fcolonno@SUCCESS.com

But long before the clapping was over, Peter had Content & Social Media Specialist Midwest Sales
Jennifer Chang John R. Wagner
run out the door. Social Media & Web Editorial Assistant 312-523-9003
He wasand I mean this literallyoff to save Emily Mitchell wagnerjr@sbcglobal.net
Web & Digital Content Coordinator Circulation
the world. Read how hes doing so on page 38. Misty Kimball Newsstand Consultant
SUCCESS CD John Morthanos
Digital Asset Production Manager Subscription Marketing
Mariana Lenox Sue Sidler
Customer Service
Customer Service Lead
Melinda McQuillin
Susan Kane
Editor in Chief SUCCESS Speakers
Speaker Services
Charlee Russell

10 SUCCESS APRIL 2013

YOUR SAY
ONWA
ONWARD
& UPW
UPWARD
W andleading.
201
2012
1 Achiever of
the Y
Year Elon Musk
is amazing.
am
m Truly
vis
visionary. I think
o him as a
of
modern-day
Thomas
Edison.
Joshua Kuehler
Via Facebook
I love Elon Musk. Hes such a genius!
Thank you for all you do, SUCCESS
magazine team!
Mari Smith
San Diego
Its interesting how successful people
like Elon Musk just seem to be on the
forefront of creating more success!
Anna Weber
Chandler, Ariz.
YAY, JASON DORSEY
I want to thank Jason Dorsey for all
the great content in Whats Around the
Corner. Being a Gen-Y myself, I felt the
absence of a younger voice in SUCCESS. I
have loved having Dorseys advice in the
magazine and on the CDs; I especially
loved the tips explaining how networking
must be more genuine.
Isa Adney
Lake Mary, Fla.
APATHY IN AFGHANISTAN
I am on a six-month tour in
Afghanistan. I lead an 11-man team
that coaches, teaches and mentors
an Afghan National Army Infantry
Battalion. For a week I was wrestling
an organization fi lled with apathy
and uncertainty, not to mention the
language and cultural barriers.
I was unsure about my next course
of action when I opened the January
issue of SUCCESS and turned to John
Maxwells article, What Your Office Says
About You. It was the motivational lift I
needed, and Im going to take the quotes
that he mentioned, like Ronald Reagans
It can be done, and remind myself to
ask more questions and listen more.
I am going to keep the article handy
to inspire me when I seem to be pushing
a brick wall. I am looking for the
tipping point out of apathy into caring
Lt. Col. Floyd G. Sheldon
Panjawai, Kandahar, Afghanistan
LETS REDEFINE SUCCESS
Underlying articles such as Liar,
Liar, Pantsuit on Fire [December] is the
fact that dishonesty is embedded in the
American culture. It started when the
first European got off the boat on the East
Coast and told the American Indian, We
come in peace. We know what happened
to the real estate market after that.
What exacerbates the situation today
is the workaholism that permeates much
of society, leaving many with broken
marriages, excessive mental stress,
drug and alcohol abuse, and so onall
for material gain. Speaking from the
position of having lived and worked in
14 countries, I know there are societies
where truth and honesty are honored
more than wealth. We can do better if we
stop stockpiling money and materials as
symbols of success.
Mike Brown
Via email
CORRECTIONS/JANUARY
I wrote the book Leadership Off The
Wall about the types of guiding principles,
motivational quotes and other things
leaders post in their office or keep on their
desk. The January column, What Your
Office Says About You by John Maxwell,
includes four examples that come directly
from my book. As a minimum, Mr.
Maxwell should have referenced my book.
Paul B. Thornton
Worcester, Mass.
Editors note: SUCCESS regrets the
omission of credit. Maxwell has cited the
book in his talks on leadership, but the
reference was unfortunately lost in the
process of converting the theme to print.
In the Build Business by Exhibiting
at Trade Shows (Januarys How To Please include the writers name, city/state, email address and
department), Patrick Hull is linked
to GetLoaded.com, which he is no
longer affiliated with. His presence
at the particular exhibition was on
behalf of the freight industry resource
ScoopMonkey.
The Buzz
on Facebook
Weve hit our 300,000th fan on
Facebook! To commemorate this social
media milestone, here are other notable
highlights in SUCCESSs earliest history,
all of which were made possible by you,
the readers.
SUCCESS magazine was born in
1897, in a little Boston bedroom
at 43 Bowdoin St. For the rst
two years, this bedroom formed
the editorial headquarters. Orison
Swett Marden was the editor and
founder of SUCCESS.
By 1900, SUCCESS magazines
rapid growth allowed for a long-
term lease of the entire eighth
oor of the University Building
on Washington Square in New
YorkCity.
Highlights from SUCCESS in the
early 1900s include art from
famed illustrator J.C. Leyendecker
and articles by the rst woman to
win the Pulitzer Prize for drama,
Zona Gale.
Besides an exclusive interview
with oil magnate John D.
Rockefeller, a 1920s issue of
SUCCESS includes the cover
blurb, Are Lawyers the Real
Lawbreakers? Apparently not
much has changed since 1920.
LETTERS TO THE EDITOR
daytime phone number. Letters may be edited for clarity or space.
MAIL: SUCCESS Letters, 200 Swisher Road, Lake Dallas, TX
75065. FAX : 940-497-9987 EMAIL: editor@success.com.
TERMS OF SUBMISSION
By submitting anything to SUCCESS Media in any format, written or
otherwise, you agree that: (1) your submissions and their contents will
automatically become the property of SUCCESS Media, without any
compensation to you; (2) SUCCESS Media may use or redistribute the
submissions and their contents for any purpose and in any way; and
(3)there is no obligation to keep any submissions condential.
SUCCESS APRIL 2013 11
READ
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Web-based and mobile app format with every
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 STARTup

ANY DAY WE WISH, we can start the process of life change.

Corbis

Spring is the time of plans and projects. The most important thing to
remember is this: to be ready at any moment to give up what you are for what you
might become. An optimist is the human personication of spring. Life is
change. Growth is optional. Choose wisely.

Leo Tolstoy, Jim Rohn, W.E.B. Du Bois, Susan J. Bissonette, Anonymous

13 SUCCESS APRIL 2013 SUCCESS APRIL 2013 13

 TOP
of Mind
One thing I have been
trying to practice is
patience. For example, I
recently joined a gym and
got a trainer. This has been
as much of a mental challenge
Boston Globe via Getty Images

as a physical challenge. I havent

done a sit-up or a push-up in over
20 years, and so it has been quite
humbling to have to start at zero.
Being at the beginning of what
seems like a long and arduous
journey reminds me of when I rst
started the business. I literally

Runners High started by selling my pet food to

The Boston Marathon is the pinnacle for distance runnersand much more than a race.
The oldest annual marathon in the world and
the most prestigious, the Boston Marathon attracts
thousands of skilled runners each April. Only a few
have any chance of winning, but thats not really the
goal for most. According to comments shared with
the media last year, their reasons for being here are
as unique as they are.
When I am running, all of lifes puzzles
evaporate, and the questions go on vacation. The
only place Im going is forward... and I just go there!
No questions asked, said Jessi Rosinski, 31.
Hours Spent Using Strengths 0-3 3-6
Running 26.2 miles taught me that the person
I thought I was is no match for the person I really
am, said 40-year-old David Costantini.
I run to be my own sports hero, said Eric Hager,
51. Its great watching the local teams achieve, but
Id rather finish last in my own race than watch a
hundred championships from the couch.
I run because growing older means enjoying
life to its fullest, said Nancy Simpson, 52. I run
because I am able.
Josh Ellis
7-9 10+
one store and added a store at a
time; now we are in over 3,000
stores. Getting from A to Z requires
patience. Every time Im at the
gym, I have to remind myself that I
dont get to start at Z, but if I do the
work Ive committed to doing, I will
denitely get past A.
Marie Moody, founder and president,
Stella & Chewys
Currently Im
reading some very
inspirational and
spiritual books, such
as There Is a Spiritual
Solution to Every Problem by Wayne
Dyer and The Way of the Superior
Man by David Deida. I always
believe you can be a better version
of yourself, and these books help
you come to that realization in

PLAY TO YOUR Percent Reporting Negative Emotions

Worry 48 35 32 27
words and practice.
Justin Klosky, founder, O.C.D.

Strengths Stress
Anger
52
22
45
13
43
15
36
13
In my personal life,
I take a step back,
Itll reduce your stress and Sadness 31 18 13 14 breathe and put
make you happier. Pain 38 23 18 19 things into perspective.
People deal with hard things
The more you use your strengths, the better Percent Reporting Positive Emotions
every day, and my hard isnt
youre buffered against negative emotion and Happiness 75 89 92 93 harder than anyone elses hard.
physical pain, and the more you feel positive Felt well-rested 58 67 69 73 Perspective is reality. If you can
emotions, according to recent Gallup surveys Treated with respect 87 92 93 95 control your perspective while
of about 5,000 American adults. understanding others, you can
Smiled or laughed 66 84 91 87
nd greaterhappiness.
Learned something 43 66 70 72 Jake Kloberdanz, founder and CEO,
ONEHOPE Wine

14 SUCCESS APRIL 2013


Dan Bellia
Retail Revolution
Can a store with a computer brain change the way we shop?
If former Amazon vice president Nadia
Shouraboura is right, her high-end mens
jeans shop will revolutionize the retail
clothing world just as Amazon changed
how people buy books. Shouraboura is
making a $5 million bet with her own
money that her Seattle-based Hointer
store will appeal to male shoppers who
hate wandering store aisles, fingering
through piles of pants to fi nd a size that
never fits perfectly, and languishing in
line to pay a cashier.
There are no checkout lines and no
cashiers at Hointer, where an intelligent
computer brain is running the store, as
Shouraboura puts it, and the aim is to
combine the best of online shopping with
the ability to touch, feel and try on items.
The at mosphere feel s fa irly st ark:
High-end jeans from many brands hang
in rows as if on clotheslines, letting
customers easily ex amine t he pant s
details. Want to tr y on a pair? Use a
smartphone (borrow one from the store,
if needed) to scan the desired pants QR
code. Hear a whoosh sound, and watch
jeans magically appear in your assigned
fitting room in under 30 seconds. Wrong
size? Tap your phone to request the next
size and whoosh! A new pair lands in
your room via a chute. Want to buy? Pay
by phone. Need alterations? Theyll be
done for free overnight. Simple and fun,
Shouraboura deems it.
Incredibly user-friendly, says Patty
Edwards, retail analyst and chief invest-
ment off icer at Tr ut i n a Fi n a nci a l i n
Bellevue, Wash., after visiting the store.
Men, she finds, generally hate asking clerks
for help. At Hointer, customers dont need
to interact with anyone. Its also retailer-
friendly, shoplifting-wise, with no piles of
clothes falling prey to sticky fingers.
The store splits two worlds... virtual
and reality. It is pure genius but whether
it catches on is a different story, Loreen
Worden, editor at QRCodePress.com,
tells SUCCESS. I think mobile checkout
systems are the way of the retail future, not
virtual or robotic.
Using QR codes might attract men who
dont like shopping, says Cleveland-based
Freedonia Group industry analyst Esther
Palevsky. (Of course, she adds, the
current system doesnt seem like a hassle
to me or most women who like the idea of
looking at a lot of different things before
making selections.)
But Shouraboura says women ask her to
move fast in opening a Hointress (now in
development), and as of January, Hointer
had plans to launch its first franchise mens
store soon.
Sally Deneen
STAYING
AHEAD
OF THE
CURVE
Leadership Titles to
Add to Your Reading List
Since the first human stood up, said
follow me and others did, the art and
science of leadership has fascinated us.
This year alone, more than 400 new books
on the subject will be published. Given
that all great leaders stay ahead of the
curve, we surveyed the scenery to alert
you to a trio of intriguing titles to add to
your warm-weather reading list.
Retired U.S. Navy Capt. L. David
Marquets tale of his takeover and
makeover of a badly managed nuclear
submarine puts the ship in leadership.
Turn the Ship Around: A True Story of
Turning Followers Into Leaders is a fasci-
nating account of what it takes to be an
officer, a gentleman and a brave leader.
(Portfolio; April)
In Business Secrets of the Trappist
Monks: One CEOs Quest for Meaning
and Authenticity former corporate honcho
August Turak shares leadership lessons
from the monks of South Carolinas
Mepkin Abbey. (Columbia University
Press; June)
Leadership Transformed: How
Ordinary Managers Become
Extraordinary Leaders by Peter Fuda
expands on the authors engaging and
unusual seven leadership metaphors such
as Fire (motivational forces) and Snowball
(accountability) and Master Chef (tools
and strategies) first outlined in a well-
received 2011 Harvard Business Review
article. (New Harvest; August)
Margaret Jaworski
SUCCESS APRIL 2013 15
 SELF-DRIVING CARS
Tomorrow's tech is halfway here.
A harried executive comes running out of
his hotel, pushes a button on his cellphone
and within two minutes his sleek Audi A7 is
at the curb. He doesn't have to tip the valet
parking attendant because, in fact, there's no
driver at all.
Welcome to the wonderful world of autono
mous driving, circa 2013, fueled by new
generations of Americans who'd rather text
than take the wheel. The example above isn't
fanciful; it actually happened as part of an
Audi press event at the Consumer Electronics
Show (CES) in january in Las Vegas.
Although the science-fiction concept of
cars that smoothly carry us long distances
while we play video games in the back is
still at least a decade away, we already have
cars that park themselves or automatically
follow traffic ahead (so-called "adaptive cruise
control"). Soon we' ll have automatic lane
changing, traffic-jam assist (the car will inch
forward while your attention is elsewhere) and
summon-by-cell valet parking.
At C E S , L e xus showed i t s o w n self
driving LS600, bristling with a roof full of
lasers, radar and sensors. Company officials
described the car as a rolling test bed for
advanced safety technology.
"We're moving toward self-driving cars step
by step," says Scott Winchip, a regional presi
dent of chassis systems at major auto supplier
Bosch. Indeed, incremental technol-
ogies such as lane-keeping
assist (which can
0 I loved it or hated it, but I can't
>
E
0 stop thinking about it. That is a
:::;;
E
'-=;
I meditate twice daily for 20
minutes. It's extremely helpful
with productivity and stress
gently move you back into a lane when your management. It helps me
attention wanders) and drowsiness alerts manage my time and
(a coffee cup icon lights on the dashboard decide what to do next,
when the system detects periods of inactivity and what to put off when
my agenda is jam-packed!
followed by sharp corrections) are getting us
-Kate Walsh, actress, founder of
used to letting the car take the wheel.
Boyfriend fragrances
For wholesale adoption of self-driving
cars, however, we need something of a tech One of my current joys is co
revolution in car-to-car communications and chairing the New York Leadership
adoption. A critical mass of cars will have to be Council for GlobaiGiving, an online
equipped with sensors that take in a plethora portal that allows everyone to help
make the world a better
of details about the traffic around them, as well
place! Volunteering
as the terrain and other factors. And then there
is a lifelong practice
are the thorny regulatory and liability ques
that has helped me
tions: Who's responsible when all the fancy
in my personal life
gear fails and the cars crash' Today, autono and overall produc
mous cars are legal only in Nevada, California tivity. I've learned how
and Florida, though other states are studying it. valuable volunteer service is for
It's not just automakers working on self personal growth and satisfaction,
driving cars. Tech giant Google has the largest as well as leadership development.
fleet today. "When we put people in our self -Alice Korngold, president and CEO,
Korngold Consulting
driving cars, it's amazing how quickly they
get it," says Chris Urmson, Ph.D., director of I recently stumbled
Google's autonomous project. But Christina onto the most Iife
Simon, Ph.D., of Audi says it's the car compa impacting app I have
nies that ultimately will make this technology found yet: Workout
practical. "Google is doing good work, and they Trainer. Packed with
have millions of miles of on-road experience, hundreds of creative 10-
but we bring an automaker's know-how to the to 20-minute workouts you can do
without weights in your hotel room
table," she says.
or in your kitchen after the kids fall
-jim Motavalli
asleep-it has me working out every
day. I'm nearly at my college-age
gymnastics weight again.
-Kaihan Krippendorft, author of Outthink
the Competition
I just finished a
fascinating novel
called Open City, the
first from Nigerian
author Teju Cole.
It's moving and unsettling and I
couldn't decide the entire time if
successful work of art.
-Emily Heyward, partner, Red Antler
 READING RAINBOW REVIVED
Iconic childrens show turns digital.
A s host and producer of Public Broadcasting Ser v ices
Reading Rainbow, LeVar Burton nurtured a love of reading in an
entire generation of kids. When the show ended in 2009, after
26 years on the air, it was the third-longest-running PBS series,
outlived only by Sesame Street and Mister Rogers Neighborhood.
The end of the series didnt stop Burton from continuing
his passion for literacy. Last June he launched the interactive
Reading Rainbow app, providing hundreds of books, videos and
virtual tours for kids. Just 36 hours after it debuted, it became
the No. 1 educational app in the country on iTunes.
Theres still a need to connect kids and literature and real-
world experiences. And thats what we did for almost 30 years
on Reading Rainbow, Burton says. We know kids are reading,
and theyre reading a lot.
In less than five months, children using the app have read
more than 700,000 books, and a recent partnership with
National Geographic Kids will only boost those numbers.
Best known for his roles in the landmark TV mini-series
Roots and the Star Trek: The Next Generation series, Burton is an
avid lifelong reader. He says one of his most influential mentors
was his mom, his fi rst teacher.
Im so excited about the opportunity for education with this
DS
mobile technology, he says. And I genuinely believe we have READ WITH YOUR KI
the opportunity to revolutionize the way we educate kids on l Childrens
this planet. April 2 is Internationa ating the
or
Brandy Jules Book Day, commem ler Hans
Jeff Katz

h sto ry tel
bir thday of Danis
n. Lo ok for activities
Christian Anderse school.
at your local librar y or

Live Long and Prosper

Can you build a cult following, la Star Trek?

Who really knows what it is about the adventures It would be tough to teach your best customers to
of the Starship Enterprise that has for decades speak a new language, like Klingon, but some catchy
captivated the imagination (and discretionary buzzwords might be a start.
income) of a bona fide society of its own creation, its Is there a way to unite your biggest fans, like the Star
Robin Beck/AFP/Getty Images

legion of devotes. Almost a half-century since the
original series began in 1966, the average Trekkie
is spending $400 a year on merchandise alone.
With Chris Pine reprising William Shatners
role as Capt. James T. Kirk in Aprils Star Trek
Into Darkness, maybe nows the time to think
about how you can create a cult following for your
ownEnterprise.
Trek conventions held every weekend in at least three
cities?
Think about ways to honor and embrace your most
loyal consumers. Geordi La Forge, the character played
by LeVar Burton (see story above) in Star Trek: The Next
Generation, was named after real-life Trekkie George
La Forge, who died of muscular dystrophy in 1975.
Trekkies J.E.

SUCCESS APRIL 2013 17

 THE
Happiness Rethinking For Achors
TOP
of Mind
Happiness Advantage
GUY kit, go to page 81.

STRESS Im currently re-reading Valves

Employee Handbook.
Its an incredible read,
Its inevitable, but its negative effects are not. especially considering
Numerous studies have shown that stress as bad are more negatively its... an employee
can be unhealthythe American Institute affected in terms of happiness and health. handbook! Not only is
for Stress has linked it to the six leading Those who view it as motivating reported it beautifully designed,
causes of death. Unfortunately, knowing 23 percent fewer symptoms such as head- but its also a great example of how
to communicate your companys
how bad it is makes us fear stress even more. aches, backaches and fatigue, even though
values and culture, the good and the
But this is only half the they experienced the same bad. Owning up to things that might
story. The human brain actu- amount of stress. need improvement is huge! In terms
ally works best in the pres- One way to channel stress of understanding and focusing on
ence of this tension. Stress into something positive is company culture, theres so much
can improve cognitive ability to create a mental anchor. that any company can learn from
and increase productivity and For example, every time you Valves (leaked) handbook.
memory, among other things. open your inbox at work, Cindy Au, director of
community,Kickstarter
Think about it: Some of the make a habit of thinking,
g re ate st hu m a n ac h ieve- Stress is a challenge, not a A practice Im focusing on in busi-
ments occur in the midst of threat. Then t h i n k about ness involves spending time
stress (athletic competition, why your work i s me a n- with customers, because
surgery, combat). ingful to you. Connect with if one customer is saying
it, 100 customers are
A study in which I the meaning and youll be
thinking it.
participated found that our Shawn Achor is a able to make stress work
Julie Rice, co-founder,
mindset about stress makes Harvard-trained researcher for you. Remember, stress Soul-Cycle
a difference in how it affects and the author of The is caused only by things we
us. People who view stress fi ndimportant. The watchword for 2013 is
Happiness Advantage.
continuing education: I begin every
day by reading business books for
an hour, listening to audiobooks
on the way to the gym, and ipping
through still more while on the
treadmill. Bottom line: If you make

For a Good Mood, any investment this year, make

it in yourselfits the only one
guaranteed to pay dividends.

Get Outdoors Books Im reading now: Robert

Skip the gym to maximize the benefits of exercise.
Before you lace up and head
for the fitness center or the spare
b ed room where you keep t he
treadmill, consider taking your
sweat session outside. Along with
fresh air, sweet smells and new
sights, youll experience something
el s e: h appi ne s s. Un iversit y of
Essex scientists found people who
exercised outdoors for just five
minutes improved their mood and
reduced their stress, especially when
working out near water.
Dont live near a lake or park? No
sweat: After-work golf with a client, an
early-morning tennis game with your
business partner, or even just a lunch-
time walk around the block counts
toward your daily dose of nature.
Julia Savacool
Greenes Mastery, an
excellent study of great
leaders; Alan Weisss
Million Dollar Consulting,
which provides a superb
taxonomy of how not only to take
your business to the next level, but
also how to provide clients with
unrivaled service; and Nicholas
Reads Selling to the C-Suite, a look
at how to better communicate with
key leaders in any organization and
achieve buy-in for big ideas.
Scott Steinberg, CEO, TechSavvy

18 SUCCESS APRIL 2013

 RebootYourBrain In a Blink
Many of us spend considerable time thinking
of ways to change our mindset or clear our heads.
But the fact is that humans can do this in the blink
of an eye.
Using brain scans during a recent study, scien-
tists learned we blink during pauses in a conver-
sation or when the scene changes in a movie. The
researchers, from Japans Osaka University, link
that blink downtime to brain idling or a pause
in attention.
From previous research, scientists knew that
humans blinked more than is physiologically
necessary to lubricate their eyes. And those micro-
breaks that let us reset our minds, well, they really
add up. We blink about 15 to 20 times each minute,
and blinks last 0.3 to 0.4 of a second. So blinks
occupy about five seconds out of every minute and
five minutes of every hour, which translates to 80
minutes a day if youre awake 16 hours.
Consider this along with other blink insights:
that liars blink less often while stretching the truth;
that, according to some research, winning presi-
dential candidates blink less during debates than
their destined-to-lose opponents (hmmm, whats
that bit about liars again?). So it turns out theres
morelots moreto blinking than meets the eye.
Betsyy Simnacher
Limiting
Jet Lag
Online advice can
help travelers adjust
sleep patterns.
Jet lag is as much a part of air
travel as baggage fees. Fortunately,
geeks are on the case. Using
science that shows people can
expedite jet lag recovery with
wisely timed exposure to light
and dark, JetLagRooster.com will
calculate a specific treatment.
British Airways offers similar
advice, also free, at BritishAirways.
com/travel/DrSleep.

Sweat Index Heres how JetL agRooster

works: Enter your trip details
to learn when you should use
As temperatures rise, so does our interest in exercise. bright sunlight or a lightbox (a
product that simulates sunlight
Amid the drumbeat of news about the U.S. obesity epidemic, heres a on your face) to extend your
surprising bright spot: Americans exercised more than ever in 2012. Gallup- day time. The website w ill
Healthways research found that 54.7 percent of adults exercised 30 minutes or more at least three tell you when to sleep, too. It
days a week, based on a poll of 1,000 Americans. The percentage inched up from 53.3 percent in will determine a plan based on
2011 and from the previous high of 54.2 percent in 2008. whether you are working ahead
The uptick in exercise coincides with increased temperatures in 2012, the researchers noted, although it of the journey or after youarrive.
isnt clear whether theres a direct correlation. Americans typically work out more during warmer months, Traveling users could find that
and last year was the hottest on record for the contiguous United States, with an average temperature of an ounce of prevention is worth
55.3 degrees Fahrenheit, according to the National Oceanic and Atmospheric Administration. a pound of sleep aids.
Mary Vinnedge B.S.

SUCCESS APRIL 2013 19

Strides MELISSA BALMAIN
Home, Sleek Home
Clutter, begoneand stay gone!
You know that moment when your home is freshly
de-cluttered and you think, Wow! This place is gorgeous!
From now on Ill keep it just like this, I swear? And how
about the moment, a week later, when you look at your
laundry-adorned, junk-mail-accented, stray-coffee-mug-
decorated home and think, Dang, I did it again?
If this sounds foreignif youre Martha Stewarts soul mate
and Mary Poppins was your grandmotherfeel free to gloat. If
not, youre like me and most of America.
The problem is that ridding your home of clutter is painful
but easy: Put away stuff; throw away stuff. The hard part is
keeping neat afterward. Its like staying skinny after you drop
20 pounds. How are you supposed to resist Bacon Ranch
Pringles for the rest of your life? Most neatniks dont say how to
keep household flab from creeping back. But heres hope: Eager
for my house to quit yo-yoing from pristine to pigsty, I recently
called Sue Rasmussen. Shes a suburban Minneapolis life
coach with more than 5,000 clients under her belt, a terrific
20 SUCCESS APRIL 2013
website about de-cluttering, andmore impressive yetzero
items stuck to the front of her fridge. With her help, Ive put
together a few key tips. Think of them as Weight Watchers for
your home:
1. Get real. Just as a not-totally-fl at belly is fi ne (never
mind what magazine covers say), a slightly paunchy house
wont kill you. If you dont want to become a screaming, Joan
Crawford-style clean freak, and especially if you have kids,
youd better live with some un-svelte closets and corners. The
key is to not let clutter get so bad that it trips you up, literally
or figuratively. Experts say clutter saps our energy, produc-
tivity and ambition; research suggests it even kicks our stress
hormones into overdrive. So with that in mind
2. Ask yourself, Why am I doing this? Like a diet guru who
tells you to consider why youre about to eat that 87th Cheez-It
(Boredom? Anxiety?), Rasmussen says to take stock before you
add those school fliers to the heap on your kitchen table. If your
reason for leaving them there is, Im too busy to put them away,
decide whether thats really true. Even a few heartbeats tight and yucky, thats clutter, Rasmussen says. You
of thought can be enough to disrupt the cluttering, she can safely let it go.)
says. If your reason is, I dont know what else to do with 4. Set limits. A hot-fudge sundae on your birthday
them, you may need to reorganize a bit. Rasmussen is a may be fine; a daily one, tragically not. Likewise, your
big fan of keeping anti-clutter tools as handy as possible. home can hold just so much before it gets porky again.
So you might, for instance, have a recycling bin right So set limitskeeping unread magazines for no more
where you sort through your kids backpacks. For fliers than two months before you dump them, say.
you want to revisit, place a folder within easy reach. Or 5. Finish what you start. Rasmussens favorite
better yet, type info you need from them into your cell- trick for keeping off clutter pounds is to do complete
phone calendar (April 18: Buy rubber chicken for Crazy work. After you make a sandwich, put your plate and
Hair Day) and chuck the paper version. Melissa Balmain knife in the dishwasher. After you make a mess in your
3. Dont keep it if you dont love it. When you let is an award-winning home office, replace the files in their cabinet as soon as
your home slowly fill with objects you dislike, its the journalist and poet whose you can. That way, she says, you wont do tomorrows
clutter equivalent of snacking on stale Goldfi sh. So if work has appeared jobs on top of todays clutter. Another tip: Tidy for five
youre lukewarm about a holiday gift, no matter how in The New Yorker, or 10 extra minutes before bedtime, picking up things
well-intended, donate it immediately (if discreetly). The New York Times, that escaped your efforts at complete work. Together,
Rasmussen suggests letting your body compass be Parenting and elsewhere. Rasmussen promises, these two habits make a very,
your guide: Does the thought of reading that book She teaches writing at the very big difference.
University of Rochester.
from your cousin make you smile? Add it to your shelf. So far, Im sold. Ive been following her lead for a
Does it make you shudder or tense up? Stuff it in the week now, ever since my husband and I did a monster
give-away bag for Goodwill. (She recommends this body-compass cleanupand the place is definitely spiffier than it usually is after
test for intangible clutter, too. Do you want to join that preschool seven days with two kids, two chaotic cats and our own clutter-prone
graduation committee? Do you feel like taking extreme-duct-tape selves. Will it last? I sure hope so. If not, I may try what a friend of
classes on Saturdays? Ask your body. Anything that makes you mine swears is the best clutter suppressant of all: watching Hoarders. S

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A Healthy You DRS. MEHMET OZ & MIKE ROIZEN
Ticker Treat
Its time for a heart-to-heart.
Its a symbol for courage and love, but the heart is
so much moreit keeps us, like, alive, man. For April,
the Docs give their pointers for staying heart healthy by
answering your questions.
Q: There is a signicant history of heart disease
in my family. What can I do to stay ahead of the
inevitable and detect problems before my bad genes
catch up to me?
A: As discussed in this space last month, the future of
personalized medicine isnt just in knowing which genes you
have, but being able to activate the good ones and diminish
the power of the bad. With or without a family history, the
typical person dies of heart disease or stroke, but less than 2
percent have genes that condemn them. Because four factors
control over 50 percent of heart disease, start with these:
22 SUCCESS APRIL 2013
Kiss your butt goodbye: No, were not talking about
weight, but about tobacco. It is still the leading cause of
heart disease and strokes (not to mention cancer). If you
dont smoke but live or work in a smoke-fi lled environ-
ment, thats still going to age you. Spending just one hour
in the presence of secondhand smoke is the equivalent of
smoking as many as four cigarettes.
Re-examine hearty food: Simple carbs, added
sugars, added syrups, saturated fats and trans fats are the
five things that start, accelerate and magnify the infl am-
matory process in your arteries. That doughnut, soda and
nacho platter arent just bad for your cholesterol; they also
stimulate you to produce more infl ammatory proteins to
make the situation a lot worse.
Get your clothes wet: We may not like to see
sweat on treadmills or public speakers, but we want
 We recommend interval trainingalternating
periods of maximum effort with periods of
recoveryfor the benet of your heart.

to see it on you. Cardiovascular activity lowers your blood pres- And heres another tip that your doctor and dentist can agree
sure and may also be helpful because it makes your blood vessels on: flossing. All the florets of broccoli we see poking between
more elastic by forcing them to dilate. In addition to 30 minutes of peoples teeth confirm that 85 percent of men and 65 percent
daily walking, aim for a minimum of 60 minutes a week of sweaty of women dont f loss regularly. Not only is this crucial for
activityideally in three 20-minutesessions. preventing tooth decay and periodontal disease, but it also
Create a backup plan: Stress is almost as common a cause cleans out inf lammation-causing bacteria, thus helping to
of heart attacks as tobacco. Activities like exercise and meditation prevent heartdisease.
help some people manage, and both will calm you through the A note of caution: If you begin bleeding during f lossing,
release of feel-good substances such as nitric oxide and endorphins. be more careful to avoid hacking away at your gums. If that
doesnt work, the aspir in is the likely
Q: My knees arent what they used to culprit, and you may have to cutback.
be. How can I get my heart level up
whenexercising? Q: Unfortunately, I wasnt as
A: We recommend low-impact activities conscious about heart health in my
such as swimming, cycling or using an ellip- 20s and 30s, and now I have some
tical trainer to get your heart rate up without pretty serious arterial blockage. Ive
compromising the quality of your joints in heard chelation therapy can help. How
the process. And mix up your activities so does it work?
you dont get repetitive-use injuries from A: Think of chelation therapy as, basi-
doing the same exercises over and over. cally, Drano for arteries. In the process, a
We also recommend interval training solution is injected into your veins. It is
alternating periods of maximum effort with supposed to bind with the calcium that
periods of recover yfor the maximum hardens arterial plaque and will subse-
benefit of your heart. Check with your doc quently leave the body through your urine.
beforehand; she may want to try it in the Mehmet C. Oz is a professor and vice The theory that chelation therapy works
chairman of surgery, as well as director of the
controlled setting of a stress test first. Even to diminish the calcium in your plaque has
Cardiovascular Institute and Integrated Medical
one minute of maximum effort at the end of never been proved, but theres anecdotal
Center at New Yorks Presbyterian-Columbia
every 10 can be beneficial. University. He has won two consecutive Emmys
evidence that it can help clear arteries in
as host of The Dr. Oz Show.
some people. Its very enticing, still experi-
Q: I take a baby aspirin every morning mental, but a recent large trial found about
for inammation. Is there anything Michael F. Roizen is a professor of an 8 percent decrease in cardiovascular
else I can make a part of my morning internal medicine and anesthesiology, and events in the chelation group compared to
routine for better heart health? chief wellness officer and chair of the Wellness the control group.
A: Of all the things you shovel down, Institute at the Cleveland Clinic. Remember, diet had a 35 percent effect
we think a baby aspirin, or half a regular Roizen and Oz are the authors of YOU: Staying
in already optimally managed patients, so
aspirin, should be one, and we also take Younger: The Owners Manual for Extending
chelation works, but some other healthy
coenzyme Q10, vitamin D3, DHA omega-3 Your Warranty. behaviors, as mentioned in the answers
and half of a multivitamin twice a day. above, should be adopted fi rst. S

SUCCESS APRIL 2013 23

Whats Around the Corner JASON RYAN DORSEY

Rock the Boat

to Get Results
Have you noticed that everyone seems to be an expert these
days? Some are self-proclaimed, with their own oversized picture
on the wall, and others have a trail of abbreviations after their
name. Either way, these people have figured out one thing:
Experts are in demand. In almost any profession, being seen as an
expert can open doors, increase influence and close deals. This is
why I think you should be an expert, too.
The challenge is more people than ever are proclaiming theyre
experts. Just read most peoples LinkedIn profiles. So how do you
make a name for yourself in a way people trust
and respect, and inspire them to seek you out
for advice?
In a previous column I shared a few secrets
to becoming a sought-after expert. My unorth-
odox approach must have struck a chord
because it was the most read column that
month on SUCCESS.com. With that kind of
response, I want to go deeper to share with
you more ways you can grow and solidify that 2. Get on board.
Jason Dorsey is an youre the real deal. This column is the kickoff The more visibility you get for your expert position, the more
acclaimed keynote speaker to two more in which we look at different ways relationships youll create. These relationships will result in
and best-selling author. to become the expert you were meant to be. offers for you to serve on an advisory board of some kind. And
Known as The Gen Y if that doesnt happen, ask for the opportunity. Serving on advi-
Guy, he has been on TV Real experts earn respect. sory boards allows you to share ideas, influence conversations
shows such as 60 Minutes, Nothing proves expertise like results. and meet key players. All of these reinforce and increase your
20/20 and The Today However, there are ways to prove youre the real perceived expertise. The best part is you dont have to serve on a
Show. His latest book is
deal when generating direct results may not be board specific to your profession; any board that overlaps can be
Y-Size YourBusiness.
possible. The best way Ive found is to rock the a great start, such as your chamber of commerce.
boat and then get on board. Thismeans: I saw the power of serving on boards last year. A good friend
1. Rock the boat. is a real estate broker in a hyper-competitive market. Hes much
Take a position on a problem, challenge or topic that sepa- younger than his competitors and doesnt have a huge advertising
rates you from other experts or generally accepted thinking. budget. But he is passionate about a specific part of his citys
For me, becoming The Gen Y Guy was personal. I felt other downtown area. Rather than say he is an expertsomething all
experts were not accurately portraying or explaining my his competitors dohe got involved in the heavy-hitter orga-
generation as employees, customers and human beings. (Not nizations that influence major decisions about the downtown
all of us live with our moms! Mine lives one block away.) area. Last year he served on the boards of directors of all three
By taking a different position on Gen Y and millennials major organizations, the first person ever to do so. His business
my own generationI got the attention of national media, has grown dramatically as a result, because now people in the
major book publishers and Fortune 100 companies. Even if community know hes the expert. He doesnt just report on where
they dont agree with me, they want to hear what I have to the community is heading; he influences it.
say because I bring an emotional fi rsthand connection and That can be you. Rock the boat. Get on board. Be the expert.
frontline data. Then let them buy you lunch. S

24 SUCCESS APRIL 2013

Lead paint poisoning affects
over one million children today.

Learning disabilities, hearing loss, speech

delays, violent behavior and, in rare cases,
seizures and even death: these are just some
of the effects lead paint poisoning has on
young children. If your home was built before
1978, lead paint on your walls, doors, windows
and sills may be dangerous. And its not just
large paint chips that can cause damage. In
fact, three granules of lead dust are enough to
poison your child. Lets make all kids lead-free
kids. To learn more about the simple steps you
can take to safeguard your family, log on to
LEADFREEKIDS.org or call 800-424-LEAD.
Modern Marketing CHRIS BROGAN
Mobilize Your Sales
Smoke the competition by using our tips
for marketing via tablets and smartphones.
Did you catch the YouTube video for Dollar Shave Club?
Have you subscribed to any amazing audio podcasts lately?
Are you getting any deal-of-the-day emails? Then you already
have at least a passing awareness of content marketing.
Content marketing is weaponized storytelling, I like to
say. What I mean is that, unlike other forms of marketing,
the aim of a content marketing piece is to try to educate
people, rather than push them immediately deeper into
the funnel. Its not so much persuasive material as it is
entertaining, informative and potentially useful.
Those are the basics of content marketing, but content
in a mobile-fi rst world has a special meaning.
Whats different about the mobile-first world?
You sleep with your smartphone a few inches from your
head. I know you do. Its OK. Almost everyone reading this
article does.
What you do not do is sleep with your laptop or your tower
PC by your head. Its either your mobile phone or your tablet.
26 SUCCESS APRIL 2013
Thats the start of why theres a mobile-first world. (For more
on the mobile revolution, see Tapping In on page 52.)
And heres why you should care about those smartphone
and tablet users.
Chuck Martin, CEO of The Mobile Future Institute
and author of the book The Third Screen (Nicholas Brealy
Publishing, 2011), says mobile devices generate about
20percent of all U.S. web traffic. That includes tablets and
smartphones, with smartphones accounting for the large
majority. Today some 55 percent of U.S. cellphones are
smartphones, Martin says, yet the percentage of compa-
nies having mobile-optimized websites falls in the range
of 2 to 10 percent.
Nonetheless, many small-business ow ners are still
marketing to customers and prospects as if theyre pleas-
antly ensconced behind a 20-inch monitor with a full
keyboard and plenty of time to peruse the offerings. So
how do you adapt to the mobile trend and get an edge on
yourcompetition?
Follow the rules of mobile-first Consider podcasts.
content marketing. Audio podcasts are expected to boom this
Embrace brevity. year. Venture capitalist Mary Meeker of Kleiner
You have 300 words or fewer to reach someone Perkins Caulfield Byers mentioned an inter-
via email or maybe as many as 500words in an esting opportunity in her annual report: The
article on a website. Remember: In our world average commuter has 52 minutes of unclaimed
of 140 million Twitter users, a world that sends Chris Brogan is a SUCCESS travel time each day. I started a new online
trillions of cellphone text messages every year, contributing editor as well as CEO and show in October, and my website traffic has
we have all started learning how to keep things president of Human Business Works, doubled and quadrupled every month since.
simple. And brief. a business design company. He also Look into podcasting as a simple content-
Be visual. is the New York Times best-selling
production option for commuters.
co-author of The Impact Equation
You dont h ave to h ave a n account on
and a sought-after professional
Instagram or Pinterest, but that would at least Start now!
keynotespeaker.
help you understand the concept. People share Please dont fi le this article in the I really
photos much more often than text. Consider should pile, because it really belongs in the
creating useful infographics, for instance. Use quotes-over-photos a Im already late, but I could thrash my competition if I did this
bit more often in your outreach efforts. (Check out the app Over for now pile. A well-executed mobile strategy should quickly result
iPhone to get a better handle on the capabilities of this fun, catchy in substantial revenue gains.
marketingtechnique.) This is the marketing world s next big opportunity. Are
Bottom line: Practice making pictures speak for your brand. youready? S

Listen and Learn

at Your Leisure
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SUCCESS APRIL 2013 27
Can This Business Be Saved TORY JOHNSON

Choosing Your Business

Doing what you love can help you push
through the hard times of entrepreneurship.

Ive been reading SUCCESS for about a year,

and Im ready to quit my job and start a
business. Im deciding between two diverse
ideas: one thats based entirely on my
expertise or one that Im told can be lucrative
in an industry that doesnt hold much interest
for me. Which way should I go?

Glad youre ready to join the ranks of entrepre-

neurship. Im a big believer in going with what you
love, while keeping in mind that passion alone
wont boost your bank balance. If you can combine
your sparkthat expertise or idea that fills your
thoughts during the day and keeps you awake at
nightwith some serious hustle (read: marketing
muscle and sales success), then you could be onto a
winning formula.
Building on your existing skills and knowledge
is great, as long as you truly love
what you do. Dont just move in this direc- What I wouldnt do is dive into something that other
tion simply because you know the ropes. peopleso-called expertstell you is a sure bet,
Take, for example, the accountant because there are very few, if any, of those today. Unless
who is brilliant with numbers, but if youre confident about the business type after researching
she has to prepare another tax return its potential risks and rewards as well as the day-to-day
or audit another balance sheet, shell realities of running it, then theres no point in pursuing
lose her mind. The skill is there, but the something that holds little to no interest for you.
passion is most definitely not, so she Being pressured in this direction is a prescription for
should flee from this field. She dreams disaster. Thats because when the going gets tough, which
Tory Johnsons Spark & instead of opening a jewelry boutique it always doesoften with great regularityin small-
Hustle company produces that stocks a beautiful assortment of business ownership, youll be less inclined to keep plug-
conferences for small- collections from local designers. As long ging away. When you dont absolutely love what you do,
business owners. Shes also as shes committed to learning this new its much easier to throw in the towel.
a workplace contributor on line of work and doing all it takes to Before you make your final decision, talk to as many
Good Morning America
run a thriving retail operation, theres people as you can in both businesses to fully understand
and a New York Times
no reason why this business cant be the opportunities and challenges that exist so you can
best-selling author. Follow
successful. It may just take a bit longer paint a truly accurate picture of what youre about to take
her at Facebook.com/
Tory and Twitter.com/
and present more growing painsthan on. You want to feel incredible optimism and excitement
ToryJohnson. Email her at a business built on existing skill and unclouded by wishful thinking or empty promises.
Tory@SUCCESS.com. related contacts. Im rooting for you! S

28 SUCCESS APRIL 2013

 HEALTHY EYES WEAR SUNGLASSES
Every day that youre outside, youre exposed to dangerous, but invisible, ultraviolet (UV)
sunlight. Left unprotected, prolonged exposure to UV radiation can seriously damage the eye,
leading to cataracts, skin cancer around the eyelid and other eye disorders. Protecting your eyes
is important to maintaining eye health now and in the future.

Shield your eyes (and your familys eyes) from harmful UV rays.
Wear sunglasses with maximum UV protection.

For more information, visit www.thevisioncouncil.org/consumers/sunglasses.

A public service message from The Vision Council.
How To
Think Outside the Cube
Working from home could free your employees minds.
BY EMMA JOHNSON
Everywhere we turn it seems the traditional 9-to-5
office structure is going the way of fanny packs and
shoulder-paddeddresses.
Tough economic conditions have companies scruti-
nizing their real estate overhead, but the jump in officeless
businesses is more about productivity than cost savings,
says Kate Lister, president of Global Workplace Analytics
and the Telework Research Network, which track tele-
work trends and consult businesses to develop alternative
workenvironments.
Whether managing employees who work 9 feet or nine
floors or nine time zones away, businesses are working in
30 SUCCESS APRIL 2013
a new way, says Lister, pointing to major corporations that
have longstanding telecommute polices.
AT&T employees work five more hours at home per week
than their in-office colleagues, while JD Edwards teleworkers
are up to 25 percent more productive than in-office peers.
The Telework Research Network found the typical company
can save $10,000 per employee each year by allowing them
to work remotely just half the time. Those savings come from
less need for real estate, lower turnover and absenteeism, and
higher productivity.
Most managers like to be able to look at the backs of their
employees heads to make sure they are doing their work, Lister
says. But studies have shown that workers are not at
their desks an average of 55 percent to 60 percent of
the time. Instead, theyre traveling, meeting clients
or socializing with colleagues.
Employees prefer flexibility in their work sched-
ules along with the ability to combine their profes-
sional and personal lives. The happier workers are,
the more productive they areand the more loyal.
Telecommuting allows small businesses to compete
in an age of skilled labor shortages by attracting the
best and brightest with remote working options,
Lister says.
But its not as easy as shuttering the office and
expecting business as usual. There needs to be a
culture of trust and results. Keep the following
tips from Lister in mind when structuring a
telecommutepolicy:
Devise a metric by which to measure cost
savings related to the shift to remote workers.
Explain to employees how their quality of life
will improve, how their success will be measured,
how much money the company will save and new
ways they will stayconnected.
Explore part-time telecommuting. Its not
an all-or-nothing thing, Lister says. A part-time
arrangement allows easier management of the
employees personal life while maintaining social ties
at the office.
For e ach employee, est abl ish me a sur-
able goals for the month, quarter and year
results-driven markersas well as those for
softer skills, such as response to colleague and
customerinquiries.
Dont try to replicate the old office model.
Consider doing away with regimented meeting
schedules and instead rely on a more fluid and
constant stream of communication via email, instant
messages and social media.
Similarly, reconsider the annual review.
Instead, make feedback, correction and praise a
real-time practice that keeps behaviors in constant
check. Make the most of the time when you do meet
face to face.
Invest in the right technologies. More than tele-
conferencing capabilities, telecommuting requires
workers have access to documents, projects and
contacts through thecloud.
Know when to pick up the phoneor get
on a plane. You dont fi re someone via instant
messaging, Lister says. Big announcements,
discipline and dismissals still require interper-
sonal fi nesse.
Lloyd Chrein
Owner
Business: Chrein.com, an online
marketing and web development firm
in Lynbrook, N.Y.
Tactic: Closed the pricey Manhattan
office, and now all employees work
from home.
Results: Lowered overhead and
raised profits, thanks to a decrease in
attrition and more productive employees.
For almost 10 years we had a Manhattan office that
cost us $5,000 in monthly rent alone. I thought it would
be hip and cool for clients to come to us, but that rarely
happened. Then our Hungarian web developer moved
back to Europe. He was one of our main guys, and I
wanted him to stay on board, so we figured out a way for
him to continue, and it worked out really well. It became
clear we could save a lot of money as a company and for
our workers if we did away with the office.
Today I work from my home office on Long Island, N.Y.
We have full-time workers in Hungary and Florida as
well as a number of contract writers and designers.
Overall this is a much more efficient model. Aside
from lower overhead for me, we all save on the costs of
transportation and now work the two hours we would
otherwise spend on the road every day.
Plus I fi nd people are more productive since they dont
have to take time off for personal obligations, and Im
keeping employees much longer. Were not stressed from
commutes or exposed to flu in the office, and since there
arent traditional office hours, theres no killing time
until quitting time. You work when you need to work,
get things done and then do something else.
We are in constant communication, sending upward
of 300 emails daily, and once in a while use Skype. My
management style is laid-back, and a weekly meeting
would be redundant.
Sometimes we do miss the camaraderie of the office.
We banter through email, though it isnt quite the same.
But with some of the money Im saving on rent, I can
jump on a plane and go to Tampa or Budapest to visit my
top guys.
SUCCESS APRIL 2013 31
How To
Terena Bell
CEO
Business: In Every Language, translation services
provider, Louisville, Ky.
Tactic: Get rid of retail space, hire top employees from
out of state.
Results: The company is growing, thanks to better talent
and new business from outside Kentucky.
I launched the business out of my two-bedroom apartment,
and eventually we had five employees working there. It was
fun, but we had nowhere to growand I had nowhere to live!
We eventually moved into a trendy retail space with a rent of
$2,000 per month. I thought we needed the visibility.
At the time I had two challenges: First, our client base was
very much limited to Kentucky. Second, it was hard to attract
good employees to live here. We had key positions that we
didnt fill for a whole year simply because we couldnt find good
applicants. Plus, no one but our employees went to the office.
When one of our employees moved to Ohio, we couldnt
replace her, so we set her up to work remotely. That was three
years ago. Today we have five employees, all working from
Anne Miner
President and CEO
Business: The Dunvegan Group,
maker of customer service software,
Calgary, Alberta
Tactic: Create a blended model where
some workers telecommute.
Results: Real estate costs were cut by
half, attrition-related costs slashed and a companywide
culture of camaraderie was nurtured.
I founded this company in 1987 and eventually it grew to 46
people working at the office. Then in 2001 we lost our biggest
client, downsized to six employees and went officeless.
Our programming team was already lobbying to telecom-
mute. They were doing critical work, but also had family
responsibilities, caring for aging parents and dealing with
spouses job transfers. By coincidence, all three of them met
their spouses online and all the spouses are from different
countries. At various times these employees worked remotely
32 SUCCESS APRIL 2013
home. One of our translators
is in Brooklyn, N.Y., which
allows us to be perceived as
a larger corporation, and as a
result we attract more busi-
ness outside Kentucky.
Now we communicate by
instant message and have
staff video meetings once
per week. A s a m an ager
Ive had to lear n to read
between the lines of IMs. If
someones Skype window is
marked busy and I get a
terse response, I might be more understanding because I know
they are otherwise occupied. But if I get the same response and
the light is available, I am likely to pick up the phone and see
what is going on.
Our employees are much happier, and attrition is lower.
One employee says she would find it very difficult to balance
her job and her graduate studies if she had to work from a
traditional office, and our woman in New York turned down
an offer from a large competitor because her quality of life
made our company a better place to work.
from Scotland, Japan and the Philippines. Our
guy in the Philippines made weekly calls with
a satellite phone from a thatched-roof hut. We
could hear a rooster in the background!
Going officeless saved us $50,000 per year
in real estate, but as we rebuilt, we found some
of our employees couldnt function effectively
in a home office environment; they needed
routine and discipline. The best model is to rent
a smaller space where some employees work,
while others can work from home. New hires go through
training in our offices, where they get to know our staff and
get used to the culture.
To keep everyone connected, we have weekly phone meetings
and a once-a-month Coffee with the President call where I
update the company. Then, once per year, we all get together in
person to socialize and have team-building exercises.
As a leader, Ive changed my vocabulary to address everyone
with the messages Im relying on you, and Im so fortunate
to have you on the team. This instills the sense were counting
on each other. Before, it was an environment of no news is
good news. The new culture is good for everyone. S
 m aga z i n e

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3: Peter DiamanDis: 4:John C. 5: Key Ideas

On changing maxwell: Summary and
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up to your potential
Maximum Leadership JOHN C. MAXWELL

CHANGE
Know when the time has come.

All leaders know this feeling: Youre progressing in

your business, and lifes going along swimmingly. Then
suddenly, bam! Someone hits the brakes, and youre
sitting useless in the middle of the street, your
competitors zipping past.
Youre staring at the engine and kicking the
tires. You cant figure out whats broken, but
youre upset with yourself because you knew
something was wrong and you let it fester
untilwhat do you know?you got stuck.
Breathe deeply because I have a one-word
fi x for your problem: change.
I should caution that one-word fi xes can
be complicatedespecially that particular
word. Change is scary. Change is hard. It
requires us to toss aside the familiar and jump
headlong into the unknown. And change can be
rife with failure as we experiment with new ideas
until we hit the right mix to jump-start our engines.
But change doesnt have to be so daunting. The
problem is, our expectations of a quick and easy fix
derail us. We think there ought to be some sort of magicif
we try something new, itll automatically improve our situ-
ations. When it doesnt, we often give up, hope the problem requires you to pay a price. Try to estimate if the poten-
goes away or keep working harder at a solution that clearly tial return is worth the time, money, good will, energy and
isnt working. So lets reassess our expectations of change relationship costs required to achieve it. And:
and learn how to ease an organization into it. I guarantee Can we do it? A change may be desirable and worthy, but
that, the next time you stall, youll get moving a whole it must also be something that is actually possible. Think
lotfaster. about whether your team has the capacity, resolve, time,
talent and ability to pull it off.
1. Is your change worthwhile and possible? Remember, its your responsibility to count the cost and
Before doing anything, ask yourself two questions: gauge the capacity for every change you desire to make
Is this change worth making? Ever y change you make before moving forward.

34 SUCCESS APRIL 2013

 Listen to Maxwells tips
on leadership

2. Get your leadership team to buy in. SUCCESS.com/ wwhat they might expect. Then remind them that stress,
When we get stuck, we often shift into crisis mode. Maxwell u
uncertainty and upheaval are normaland temporary.
pe
Quick! Come up with a solution, pull the trigger and hope Off
Offering comfort and reassurance is a key part of your job.
for the best. Whats wrong with that? Smart leaders think on
their feet, right? 5. Evolution is easier than revolution.
Well, yes and no. Swift adaptation is important, but sometimes Get ready to make some judgment calls. How much are you
slowing down is more important. Change wont be positive unless planning to shake up your organization? Are you going to make
your leadership team believes in the new vision. an evolutionary change or a revolutionary one? Make sure you
I learned this lesson the hard way years ago when I tried to understand the difference because if youre making the latter,
shortcut the change process. I had led my organization for a long youd better prepare your people for significant upheaval.
time and had a lot of chips with the people. Because of that, I An evolutionary change is a refi nement to what has already
thought I could make a major change without meeting with my top been. Youre tweaking the way your organization runs, hoping to
leaders, acquainting them with the problem and getting them all on make incremental improvements. These kinds of changes typi-
the same page. What a mistake! cally arent highly disruptive.
The change I was trying to introduce ground to a halt. I ended Revolutionary changes are different. Youre turning the place
up having to apologize for the way I did things. And those chips upside down, shaking it up and putting the pieces back together
I held? I spent a lot of them. I learned my lesson. If you need to in ways you hope will yield major progress. Sometimes this is
make changes, go through the right process. Shortcuts never lead to exactly what you needmaybe that engine was beyond repair.
anyplace worth going. But these changes can consume all your organizations energy and
bring it to a grinding halt if you arent careful.
3. Make improvement, not Know what youre getting yourself into.
perfection, the goal.
We put enormous effort into making busi- 6. Change yourself first.
ness changes. We take risks. We spend time As a leader, you cant be a change agent
and money implementing something new. for your organization if youre stagnant on
And because of that, we want those the inside. You need to commit to your
changes to pay offin big ways, not small. own personal growth if you are going
Having high expectations isnt necessarily a to lead your company through changes
bad thingunless they are totally unrealistic. andimprovements.
We get into trouble when we think our You need to set goals, fi x aspects of your
initiatives will yield perfect solutions. I dont life that arent working and strengthen
want to burst your bubble, but guess what: relationships. Youve got to be reading,
They wont. So take perfection off the table learning and studying, all in an effort
because youll drive yourself and your team to accelerate toward your vision of your
mad if you insist on it. Instead, shoot for future. Remember how we started this
some level of improvement and measure your conversation: You dont want to get stuck.
outcomes on progress, not perfection. The day you stop growing and changing
John C. Maxwell is a leadership expert, is the day you start to lose credibility as
speaker, author and founder of EQUIP and
4. It should feel awkward. the John Maxwell Co., which have trained
a leader.
Intellectually, we know that change means more than 5 million leaders worldwide. A
In the end, it is important to remember
things will be different. Yet for some reason New York Times, Wall Street Journal and that we cannot become what we need to
we expect it to be comfortable. Lets get real. BusinessWeek best-selling author, Maxwell has be by remaining what we are, author and
If change doesnt feel a little weird, its not written more than 60 books, including three business leader Max De Pree once said.
reallychange. titles that have each sold more than 1 million Thats true of me and of you, your team
Anticipate the discomforts your team will copies: The 21 Irrefutable Laws of Leadership, and yourorganization.
feel and guide them through those difficul- Developing the Leader Within You and The 21 If you want to keep getting better, you
ties. Paint the picture for them ahead of Indispensable Qualities of a Leader. His blog is need to embrace change and become
at JohnMaxwellOnLeadership.com.
timelet them know whats coming and itschampion.S

SUCCESS APRIL 2013 35

Electronic Etiquette JOSH ELLIS
Thumbs Down
Can we put the smartphones away, for goodness sake?
Ever wonder how we made it through life before smartphones
were invented? How did we serve our business contacts or stay
close to our friends and family?
Well, for one, we didnt have hand-held distraction machines
in our pockets all the time. We valued the time we had with
those people. We looked them in the eye when we spoke to
them, listened to what they had to sayeven enjoyed it.
Too often these days, we treat face-to-face interaction with
others as simply something we do until the next comment
comes in on our Facebook page or our brother calls us back.
By focusing our attention on those little glowing rectangles,
not only are we missing out on what we should really appre-
ciateour IRL (in real life, duh!) relationshipswere being
downright rude.
Its insulting, says Judith Bowman, a professional presence
consultant and the author of Dont Take the Last Donut: New
Rules of Business Etiquette. People feel slighted, not acknowl-
edged, not important. Its not conducive to building the trust
needed to grow relationships.
Our smartphones have become an escape for us, like
cigarettes are for smokers. You can get away from problems or
36 SUCCESS APRIL 2013
awkwardness, and go into this different world where youre
comfortable. Its something people have become dependent
upon. However, we can never, ever lose sight of the fact that the
most important consideration is spending real time and having
real conversations with real people.
This is particularly difficult for a generation of people who
came of age at the same time as the Internet, and take seriously
their electronic conversations with real people (who dont
happen to be scowling at them at the moment).
Even though younger generations are generally more
accepting of screen-staring, best-selling Gen Y author and
SUCCESS contributing editor Jason Dorsey says there are still
20-something CEOs and executives who abhor the practice.
Almost uniformly, theyll dismiss job candidates who sneak a
peek at their smartphones during an interview.
Shouldnt it be obvious not to check your texts while trying
to land a job?
This can be hard for non-digital natives to empathize with,
Dorsey says, but the reality is many young peopleand
increasingly more people of all agesfeel that if theyre not
looking at a screen, theyre missing out on something. For
many its become a subconscious habit that they dont even recognize
they have.
There is also a blunting of priorities when you live with a smart-
phone in your hand. All of our relationships are important to us,
all the time. So we might feel the urge to text our kids right in the
middle of a confab at the office. Similarly, well inevitably think of
a crucial work detail to email our business partner in the middle of
family game night.
However irrational the thought may be, some people do feel that
if their text isnt responded to in a certain amount of time, theyre
being cold-shouldered. By replying promptly, we aim to be polite.
Its a problem of competing courtesies: Who gets our attentionthe
person who texts or someone right in front of us?
The etiquette is clear: Real life trumps e-life. So how do you train
friends and family who expect you to respond to them around the
clock? Try letting people know you answer emails and voicemails at
specific times during the day, Dorsey suggests.
Stick to that policy, and these others, to acquire perfect
mobilemanners.
As with table manners and common courtesy, smartphone
etiquette should be taught at home. Dont spoil a beautiful
om
Fr
ew
N
Lessons of a
Lifetime
GET COMPLETE DETAILS AND LISTEN TO SAMPLE AUDIO CLIPS NOW!
LessonsofaLifetime.SUCCESS.com
family dinner by letting teenagers browse Pinterest, or by
getting caught up in your own game of Words With Friends.
Just like your elbows, but for a more obvious reason, keep the
phone off the business table, too. If your attention is truly on
the people youre with, why allow a distraction to pop up?
Let guests know if youre expecting an important email or text
and set your device to vibrate. When it buzzes, politely say
excuse me and take care of your business quickly.
Smartphones are great tools that are perfectly useful in business
meetings. But at least indicate that youre Googling the topic
at hand for more information, not bored out of your mind.
When youre leading a long meeting, make sure to schedule
breaks. Not everyone will need to use the loo, but watch: All
participants will pull out their mobile gadgets to check on
outsidebusiness.
If theres mutual consent, tweet your loving hearts out. Long
before smartphones, couples sat across the breakfast table and read
the newspaper in total silence. Remember thenewspaper?S
Josh Ellis is the features editor at SUCCESS. He stopped playing Words With
Friends the first time his girlfriend defeated him.
JIM ROHN AND DARREN HARDY
DISCUSS KEY PRINCIPLES FOR
SUCCESS IN BUSINESS AND LIFE
SUCCESS magazine publisher and best-selling author
Darren Hardy has recorded an extraordinary conversation
with his late mentor, personal achievement legend Jim Rohn.
AUDIO CD (75 MINUTES)
ONLY $19.99!
SUCCESS APRIL 2013 37
ABUNDANTLY
CLEAR
Whether its planning to remedy the worlds ills or mine
asteroids in space, X Prize founder and visionary
Peter Diamandis thinks positively large.

by John H. Ostdick
Photography by Jeff Katz
SUCCESS APRIL 2013 39
 Abundantly Clear

D
ont waste Peter Diamandis time with glass-half-full or half-empty assessments. The
perpetual-motion entrepreneur who says the best way to predict the future is to create
it yourself is apt to knock those glasses over on his way by.
I really believe that all problems are solvable, that it is a matter of getting the right
people, technology and capital focused on them, the X Prize founder says as he moves
from one meeting to the next at his Playa Vista, Calif., headquarters. An entrepreneur
is more empowered than at any time in history to make their dreams come true. The
worlds biggest problems are also the worlds biggest market opportunities. You can
solve energy, water, health care and education problems, save the world and become a
billionaire in the process.

No one can accuse Diamandis of thinking small. He shared
his optimism in his 2012 book, Abundance: The Future Is Better
Than You Think, published by Free Press.
The son of Greek immigrants, Diamandis never achieved
the dreams he had as a 9-year-old of following the Apollo
astronauts to the moon. But he is leaving some pretty big foot-
prints, just the same.
Diamandis, 51, is chairman of both the X Prize Foundation,
a nonprofit organization that arranges public competitions
intended to nurture technological development to solve
specific world problems, and Singularity University, which
gathers cutting-edge minds who attempt to find solutions
to humanitys grand challenges. He has also founded more
than 15 companies since his first year as a student at the
Massachusetts Institute of Technology.
Ensconced in the hushed tones of the X Prize Foundations
headquarters, Diamandis chairman-sized office resembles
a modest galactic culture museum. Various model rockets
compete for attention with Star Trek memorabiliaincluding a
prominently placed autographed photo of Diamandis and Star
Trek star William ShatnerX Prize medallions and framed
highlights from his different enterprises. Hes even got a
rocket-shaped gumball machine.
Among his pursuits, Diamandis co-founded and is
managing director of Space Adventures, which in 2001
arranged the flight of the worlds first space tourist, Dennis
Tito. Diamandis is also CEO and co-founder of Zero Gravity
Corp., a privately held space entertainment and tourism
company that offers customers Zero-G weightlessness
without going into space, and one of the moving forces behind
the Rocket Racing League, which is planning to use rocket-
powered aircraft to race on a closed-circuit air racetrack.
Whether charming a TED audience or trying to sell Americas
fi nest minds and corporate fi nancial backers on a horizon-
busting project, the animated Diamandis is direct, focused and
looking upto the possible, to the future, to the stars. As he
talks onstage or in a conference room, he oozes restlessness
his hands, like his mind, are in perpetual motion.
In his book Abundance, Diamandis partnered with science
writer Steven Kotler to detail how growing technologies (see
the sidebar on page 42) should allow humanity to make greater
strides in the next two decades than it has in the previous 200
years. While acknowledging that myriad stumbling blocks exist,
their contention is that these strides will allow the world to
support that portion of its population that has remained closed
to opportunity.
Diamandis abundance rationale isnt about creating a life
of luxury for the worlds population, but rather about how
technology is making materials of scarcityelectricity, water,
health careavailable to 3 billion people previously discon-
nected people across the globe, and about the lives of possi-
bilities that is creating.
Most people are resistant to any kind of change,
Diamandis says. We like waking up in the morning and
knowing that the world is unchanged from the night before.
But the rate of change and innovation is changing exponen-
tially, as more people become connected and can exchange
ideas in person or on the Internet. As we go from 2 billion to 5
billion connected over the next eight years, we have that many
new minds coming online.
For example, Diamandis notes that in Africa, mobile-phone
penetration is growing rapidly, from single-digit percentages
in 2000 to a projected 70 percent by next year. This trans-
lates into vast numbers of people with little or no education
gaining access to the enhanced communications and Internet
knowledge that a cellphone can provide. A Masai warrior
with a cellphone has better mobile-phone capabilities than the
president did 25 years ago, he likes to say.
Looking to the Future
Diamandis credits the achievements of his fatherwho
grew up on the Greek island of Lesbos and ultimately became
a successful physician in New Yorkas his earliest inspira-
tion. His arc of life, from having very little to being a New
York physician, was for me the equivalent of going from where
I grew up in Long Island to the moon, he says.

40 SUCCESS APRIL 2013

Win-Wins
Notable X Prize Events

ANSARI X PRIZE
Burt Rutan and Paul Allen earn rst
$10 million prize Oct. 4, 2004, for
building the rst private reusable
spacecraft to carry people 100
kilometers above Earth twice
within two weeks. The mission
provided technology that Richard
Branson licensed to accelerate his
space tourism endeavors.

LUNAR LANDER
X-CHALLENGE
Masten Space Systems wins
$1 million Oct. 30, 2009, for a
vertical-takeoff-and-landing
lunarvehicle.

AUTOMOTIVE X PRIZE
Three rivals split $10 million
Sept. 16, 2010, for low-emission
(or electric), 100-mpg-plus cars
capable of being mass-produced.

OIL CLEANUP X-CHALLENGE

Elastec/American Marine wins
$1 million on Oct. 11, 2011, for
designing a super-efficient way to
clean up oceanic oil spills
(spurred by the Deepwater
Horizon disaster).

SUCCESS APRIL 2013 41

 Abundantly Clear

The moonand the original Star Trek seriesmesmerized a foundation has branched out into fi ve thematic areas: explo-
9-year-old Diamandis. For years he yearned to stride on the lunar ration, life sciences, energy and environment, education and
surface and help colonize space. In eighth grade he won first place global development.
in the Estes model rocket design contest. But while he dreamed of In 2008 Diamandis co-founded the Silicon Valley-based
space, his parents pushed him to be a doctor. In typical Diamandis Singularity U with futurist and National Medal of Technology
fashion, he pursued both, earning a bachelors degree in molecular winner Ray Kurzweil. Its campus at Moffett Federal Airfield, a
genetics, a masters in aerospace engineering from MIT and his former Navy facility thats now a joint civil-military airport owned
degree in medicine from Harvard Medical School (he has never and operated by the NASA Ames Research Center, remains a work
practiced as a doctor, however). in progress. Its inspiration is derived from Kurzweils notion that
It was during this time that frustration and impatience helped tremendous leaps of technology will lead to a staggering revision of
transform him from a dreamer to a doer. human longevity.
A lot of people who are dreamers anticipate things happening, Peter is contagious, says New Hampshire-based inventor Dean
he explains. But there is a point where you realize that you are Kamen, the holder of more than 440 patents who is associated with
going to have to make something happen. For me, that happened both organizations. I think he knows hes nuts [laughing]. He lives
at MIT in the space arena, where I realized that a lot of the space on that edge, which I find fascinating and have some sympathy for.
objectives were not happening on their own, Im probably as crazy as he is in some ways.
and if not me then who, and if not now, when? I Diamandis calls Kamens Slingshot water
was lucky enough to have some early successes purification system a dynamic example of
that encouraged me to want to do bigger and The Case SUs mission. Slingshot, which Diamandis
bolder things. for Future decribes as about the size of a dorm-room
In 1980, while still at MIT, he helped refrigerator, is being tested for global distri-
found the Students for Ex ploration and
Abundance bution by Coca-Cola in the hope that it can
Development of Space, the worlds largest In Abundance: The Future is help the estimated 1.1 billion people in the
student pro-space organization. Better Than You Think, Peter world who lack access to clean water. For
I learned a lot from [British science fiction Diamandis and Steven Kotler his part, the 61-year-old Kamen, a National
author, inventor and futurist] Arthur C. Clarke, identify three main forces Inventors Hall of Fame member, says he
whom I had a chance to meet, on how during particularly affected by the was attracted to SU by the notion of having
unprecedented power of
his career he pulled together people from big thoughts with other people who wont
growingtechnologies:
around the world who had an interest in space be genetically averse to talking about outra-
and built a community of people who envi- 1. DIY innovators: A do-it- geous or bodacious ideas.
sioned what space would be like, he says. yourself revolution is allowing Its a useful and, for me, necessary amount
small teams of very committed of mental exercise to spend time with Peter
Living Largeand people to do things that and the people hes collected at X Prize and
a Little Crazy previously only large
companies or governments
Singularity, Kamen says. A lot of what we
Tackling big, crazy projects and challenging say may not happen, and be historically
could do. viewed, once we have hindsight, as nave.
myself to make them happen, whether thats
the grand challenge or new companies related 2. Wealthy techno- But if just a few of the big ideas happen, or
to the challenge is where Diamandis gleans philanthropists are even if they cause other things that might
his inspiration today. bringing their money to bear not have been the original focus to occur, the
I have two big sandboxes I get to play in. on world-changing innovation whole thing is highly worthwhile.
One is X Prize, and the other is Singularity in global need areas, such as
University. Both of them play in my favorite clean water and accessible A Meeting of
areas, solving big challenges and creating energy sources. the Minds
companies that can touch the lives of a In both enter pr ises, Diamandis has
3. Strides in Internet
billion people. So X Prize is about setting assembled a whos-who list of sponsors,
access, micronance and
b old go a l s, a nd S U i s ab out i n s pi r i ng wireless technology will faculty, trustees, consultants and brain-
entrepreneurial startups that attack those allow the bottom billion to storming participants, including Googles
boldgoals. get connected to the global Larry Page and Sergey Brin, Bill and Melinda
Best known for hatching the $10 million economy and transform Gates, Qualcomm Inc. Chair man Paul
Ansari X Prize for private spacefl ight, the them into an emerging Jacobs, film director James Cameron,
marketforce.

42 SUCCESS APRIL 2013


Huffington Post co-founder Arianna Huffington, Indian billionaire
Ratan Tata, human genome biologist Craig Venter and Tesla Motors
Elon Musk. Well-known entities such as Google, Cisco, Shell,
Progressive Insurance, NASA, and the U.S. departments of energy
and transportation have engaged with the foundation in incentiv-
ized innovation projects.
Ultimately, enlisting the involvement of a corporation comes
down to finding the individuals who have decision-making
authority and then animating them, Diamandis says. Larry and
Sergey at Google became involved with the X Prize primarily
because they think its cool and will inspire scientists and engi-
neers. Then they think it has secondary benefits for the company.
With Paul Jacobs at Qualcomm, we had lunch and talked about a
tricorder X Prize, and he got it right away. We shook hands at the
end of lunch and he said, Lets make it happen. missing the point.
The resulting $10 million Qualcomm Tricorder X Prize is named
for the fictional gadget used by Star Trek doctors to scan and nonin-
vasively diagnose patients. The contest aims at creating a mobile
device that can assess vital signs, test blood, and diagnose a wide
variety of conditions and diseases with the goal being a healthcare
tool that can be used in areas of the world underserved by doctors.
The good news is we do have incredible technologies like wireless
sensors, cloud computing, lab-on-a-chip technologies and digital
imaging, Diamandis says. Our goal is to revolutionize health care,
to provide it literally in the palm of your hand.
Singularity Universitys 10-week graduate program, seven-day
executive program and Visioneering conferences help budding
entrepreneurs and executives recognize the growth opportunities
and disruptive influences of exponentially growing technolo-
gies and how these key fields can affect their careers, companies
and industries. Singularity brainstorming sessions have become
legendary among participants.
Its fun to see people leap from a couple of facts or reasonable
assumptions to some grand consequence that sometimes can be
outlandishly unrealistic, Kamen says. Sometimes I think, wow,
Clockwise from
left: Celebrating
SpaceShipOnes Ansari
X-Prize win, from left,
Diamandis, SpaceShipOne
principal investor Paul
Allen, spacecraft designer
Burt Rutan, pilot Brian
Binnie, and entrepreneur
Richard Branson, who part-
nered with Rutan in using
the technology for space
tourism; Diamandis with
his Zero-G jet; renowned
physicist Stephen Hawking,
nearly paralyzed yet
flying in zero gravity, with
Diamandis at right.
that violates the laws of physicsbut that makes them fun. Some
you have to discount entirely, and some you have to say lets give
this a shot.
Its all part of Diamandis grand design. Ive become very opti-
mistic in the ability of people around the world outside the normal
channels to do extraordinary things, he explains. I no longer look
for countries or large companies for breakthroughs. There is a real
value in bold thinking. Getting a team thats got some nontradi-
tional, smart people plugged into it makes a difference.
Swinging for the Fences
While critics of targeted incentivized contests argue that single-
source, concentrated research funding will bring a higher rate of
success than programs such as the X Prize, Kamen says they are
Peters way will fail, and fail statistically more often than if it
were done in a conventional, conservative approach, Kamen says.
The fact that more of them fail isnt the metric. Its that the few that
succeed will have such invaluable value and impact that nobody
will care about the failures.
While Diamandis likes to say that his life is split into different
sandboxes, inventor Kamen notes that they have a singular,
dynamic focus.
The fact that Peter is willing to put at risk his reputation and
resources, to be the guy who gets up there trying to hit a home run
and be willing to strike out trying, rather than to try some more
cautious way, sets him apart, he says. The X Prize is about trying
to get other people to do that. Singularity is about collecting people
who feel similarly, who are frustrated by the normal rate of progress
and who are willing to take bigger risks to achieve bigger change.
Diamandis cites extreme frustration with government functions,
politics, the slow grind of political systems and the inefficiency of
traditional philanthropy.
My whole goal here is that I want philanthropists to think big and
bold, basically realize that they can use their capital more efficiently
SUCCESS APRIL 2013 43
 Abundantly Clear
There is a real value
than ever before, and solve the worlds prob-
in bold thinking.
lems, he says. Im interested in making Getting a team
philanthropy far more efficient, leveraged,
and focused on our biggest problems on the thats got some
planet. Thats what X Prize is all about.
A dynamic speaker, Diamandis has taken nontraditional, smart
his gospel far and wide. Dressed in his
trademark dark jeans and black shoes
people plugged
sometimes topped with a dark blazer and into it makes a
open-collared and untucked dress shirt,
depending on the audiencehe paces back difference.
and forth across a stage, preaching that the
day before something is truly a break-
through, it is a crazy idea, something that
people could not conceive of, and therefore
it is an insane concept that most people would never have tried.
If you are not willing to take risks that will fail, you are focused
on incrementalism, he says. You are going to make small, safe
progress. If youre trying to do something bold and dramatic, you
have to be ready to fail in a significant fashion. Where in industries,
big companies or governmental agencies do you take on projects
with a high probability of failure? Its a rare situation.
Bring on the Crazy
Diamandis revels in the fact that he has plenty of crazy ideas
every week. For example, my asteroid mining company, Planetary
Resources [aimed at mining the mineral resources in space], is a
big, crazy idea, he says. Hopefully, well subdivide that idea into
a series of smaller, less-crazy ideas that are doable, and well have
more successes than failures.
Diamandis allows that few of his notions come from daydreaming.
Rather, he gets his ideas from conversations, either with a book or
with people. The X Prize came out of reading The Spirit of St. Louis by
Charles Lindbergh, published in 1953 by Charles Scribners Sons,
and the $25,000 Orteig Prize that drove Lindbergh to complete the
first nonstop flight from New York to Paris. Singularity U evolved
from reading Kurzweils The Singularity Is Near, published in 2005
by Viking Press.
He unsuccessfully shopped his X Prize idea (X standing for the
unknown benefactor) around for six years before reading a story in
2002 in which telecom entrepreneur Anousheh Ansari talked about
wanting to travel in space. Diamandis quickly arranged a meeting
and engaged the interest of the Ansari family (Anousheh, husband
Hamid and his brother Amir) and the bounty of their technology
44 SUCCESS APRIL 2013
empire. Like Diamandis, Anousheh Ansari
had dreamed of going into space since she
was a childin her case, growing up in Iran.
Sitting there listening to him, what was
so captivating about Peter was his passion,
because in the end, we knew that only
passion that strong would keep him going in
the face of the tremendous challenges ahead,
Anousheh Ansari wrote in The Huffington Post
in 2009. Five years earlier, the Ansari X Prize
had been awarded for the first private reus-
able spacecraft to carry people 100 kilome-
ters above Earth twice within two weeks. In
2006, she became the fourth private citizen
in space, aboard a Russian Soyuz spacecraft
mission to the International Space Station.
Peter always tries to fi nd the one thing where something can
be done that needs to be done, that nobody is doing and that he
knows he can make happen, Robert Zubrin, chairman of the Mars
Society, a space advocacy nonprofit, told Forbes in 2012. And he
makes it happen.
Diamandis intends to keep stretching his wings and tackling
more diverse issues. The world that formed our history of linear
thinking is gone, he notes, shattered by technological advances
that are changing the world and demanding we adapt.
On the X Prize front, Im interested in whether we can create
an X Prize to predict earthquakes, he says. Im working on an
autonomous car X Prize, the first autonomous car to drive nonstop
between New York and Los Angeles. We are looking at X Prizes in
poverty elimination, the reinvention of storage industry.
He is aggressively courting a growing population of wealthy
individuals who want to leave legacies, seeking to match that will
with the right cause. These megabillion X Prizes, aimed at such
targets as trips to Mars or the mining of asteroids, harken back to
his initial drive to shoot for the moon.
That 9-year-old space dreamer is still inside Diamandis, even if
he has remained earthbound.
I think he [9-year-old Peter] would think he [todays Peter] is
doing really cool stuff, Diamandis says. I also think he would
wonder why he hasnt gone to the moon yet. S
SUCCESS contributing editor John H. Ostdick wrote Working from the
Inside Out about mindfulness and meditation in the March issue. He lives
in Dallas.
 Dont let your
event end...
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Publisher & Editorial Founder
of SUCCESS magazine

SPEAKING TOPICS:
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940-497-9924
 19 SEERS
THESE ORACLES
OF THE AWESOME
ARE LEADING THE WAY
TO A BRIGHTERFUTURE.
BY CHRIS RAYMOND

46 SUCCESS APRIL 2013


VISION is the art of
seeing things invisible, wrote the great
satirist Jonathan Swift, known for nearly
three centuries as the eagle-eyed author
of Gullivers Travels. And those
words ring true to this day,
though in fact, back in the
1700s when he penned
them, a visionary was not
the sort of person you hoped
to meet for an ale at the local pub. No,
he was the kind of fellow who conjured
up demons andghosts.
These days it takes
more than a
healthy imagination
to earn the Visionary
title. You need a vast store
of know-how, too. Its not
enough to see what others do
not; you have to have the might and
wisdom to shepherd your vision into reality.
Consider Steve Jobs, perhaps the premier
visionary of our time. A prolic innovator,
he had a knack for creating products before
we knew we needed them. He led us to a
world where cellphones snap pictures, play
music, order our groceries, even monitor
our vital signs. But he did not achieve all
that until he had mastered the art of the
sales pitch.
Does that mean Jobs sanity was never
called into question? No way. His own wife
talks of Steves magical thinking. Indeed,
her husbands logic was not always linear
or sound. (He once believed he could defeat
pancreatic cancer with an all-fruit diet.) But
in his unique way, Jobs made the world a
better place. And so he felt compelled to
champion the unconventional thinkers.
Heres to the crazy ones, he exclaimed in a
famous Apple ad. The ones who see things
differently. They push the human race
forward. No doubt hed make room for a
few of these guys at the genius bar.
SUCCESS APRIL 2013 47
19
SEERS

Larry Busacca/WireImage/Getty Images

Larry Busacca/WireImage/Getty Images

Bill Gates: For nearly two decades, Eric Ries: He was not the first business
the man who founded Microsoft has executive to marvel at the startling inefficien-
been using his business acumen and cies in the startup process, the time and money
personal fortune to tackle the worlds wasted on half-baked ideas. He is, however,
biggest problems through philanthropy. the one who unveiled the solutiona strategy
When he learned not long ago that raw he outlined in his best-selling book, The Lean
sewage poses a greater threat to the poor Startup. Instead of following a business plan
than measles, malaria and HIV/AIDS built on blind faith, Ries argues, find cost-effec-
combined, he came up with a plan of tive ways to test your assumptions before you
action, issuing a challenge to reinvent launch, thereby validating your ideas. Thanks
the toilet. Eight universities took him to his insights, the pivot is now part of the
up on it. Didnt matter that the current curriculum at Harvard Business School.
design had endured for 200 years,
Gates soon had creative thinkers
across the globe talking crap. When
he announced the winning designs last
August, researchers at Caltech took the
top prize of $100,000. The teams water-

Matt Houston/AP/Corbis
efficient, solar-powered commode needs
no treatment plant to convert waste into
fertilizer as well as hydrogen for use in
producing energy.

Salman Khan: When he started posting tutorials on YouTube, Craig Venter: In the eyes of this micro-
the hedge fund analyst had no interest in reinventing the nations biologist, antiviral software is a vaccine you
education system. He was simply trying to help a 13-year-old cousin will one day be able to download on a 3-D
master algebra. But in the nine years since, millions of peopleyoung printer. Part scientist, part maverick, he envi-
and oldhave embraced the genius of his bite-size lectures, tuning sions a day when man-made microbes will
in time and again to receive one-on-one instruction in the intricacies produce nutrients and medicine, vacuum up
of math and science. By harnessing the magic of digital technology greenhouse gases, and manufacture the fuel
giving kids the chance to learn at their own pace, rewarding their to meet our energy needs. At first glance it all
budding problem-solving skills with badges, handing teachers the tools seems far-fetched. Then again, no one believed
to monitor their progressKhan Academy is literally turning around Venter could map the human genome faster
the classroom experience. Students digest instruction at home and do than the federal government, and he did in
their homework at school, where teachers are on hand to answer their 2000, three years before the public project was
questions. Now thats just smart. to conclude, and at a fraction of the cost.

48 SUCCESS APRIL 2013

 Zaha Hadid: Its a testament
to the wonder of this architects
View Pictures/UIG Via Getty Images

fluid design that the Museum of

Nigel Parry/CPi Syndication

XXI Century Arts (affectionately
known as MAX XI) opened in
Rome in 2009 without a single
piece of art on display. The inte-
rior was so intricate, so beautiful,
it was worthy of an audience all to
itself. The Baghdad-born Pritzker
Prize winner creates stunning
exteriors, too. Just look at the
aquatic center she dreamed up
for the London Olympics. You
wont fi nd a better building to
represent the digital age. Hadids
creations are so curvaceous they
Courtesy of Taylor Wilson
The inspiration
for a
superhero?
Elon Musk: Musk has never lacked
ambition. Believers? Thats another story. SUCCESS.com/
After the year he had as the CEO of Tesla Elon
and SpaceX, however, its hard to dismiss hiss
ideas, no matter how far-out they seem. In May
May,
SpaceXs privately funded Dragon capsule completed
its first successful supply mission to the International Space

could not be plotted without
computers. Boundaries? Pssh, she
refuses to accept straight lines.
There are 360 degrees, she says.
Why stick to one?
Station. Six months later, Teslas new electric-powered
vehiclethe model S sedanwas named car of the year by
Motor Trend magazine. How do you top that? Rest assured,
Musk will find a way.

Taylor Wilson: Not many teens list uranium prospecting
among their favorite pastimes. Fewer still get a warm greeting from
the folks at the Department of Homeland Security. But Wilson is
not your average 18-year-old. For starters, his IQ ranks in the 99.99
percentile. More than brains, though, its his eye for invention that
earns him a spot on this list. He doesnt just talk of changing the
world, he does it. At 14, he built his own nuclear fusion reactor.
Three years later, he used it to develop a low-cost means to screen
cargo containers for nuclear terrorist weapons. And after losing a
grandmother to cancer, he found a way to lower the cost of radia-
tion treatments for everyone. No wonder hes been too busy to get
a drivers license.
Perry Chen: It was music that led
Kickstarters CEO to his epiphanyspecifi cifically a
002
concert that failed to materialize at the 2002
New Orleans Jazz & Heritage Festival. al.
Instead of risking $20,000 of his own to
organize the event, Chen came up with a
whole new way to fund the arts, creating ng
an online community that introduced ed
people with money to those who needed ed
it. Since 2009 Kickstarter has raised moreore
than $350 million to help filmmakers, game me
heir
designers, artists and musicians fund their
dream projects.

Michael Bloomberg: His ability to rise above party politics is

admirable, but what really separates New York Mayor Michael Bloomberg from
the rank and file in government service is a willingness to confront head-on
Taylor Hill/FilmMagic/Corbis
John Moore/Getty Images

the problems that limit Americas future. In 2002, in the face of fuming
opposition, he pushed through a ban on smoking in the citys bars and restau-
rants. More than 3,400 municipalities later followed suit. In 2006 Bloomberg
demanded that chain restaurants post calorie counts beside the items on their
menus. The Affordable Care Act of 2010 will soon make this practice manda-
tory nationwide. The self-made billionaire has taken similar stands against
transfats, salt, auto emissions, soft drinks and assault weapons. He hasnt won
every battle, but he certainly has raised the quality of the dialogue.

SUCCESS APRIL 2013 49

 Dave
ave Eggers:
Egg Since the life-altering success of his breakout best-
seller, A Heartbreakingg Work of Staggering Genius, Eggers has worked dili-
gently to p mote the powe
promote power of the written word. He has launched a small
imprintt (M
(McSweeneys), a literary magazine (The Believer), and a nonprofit
af cho writing program (826 National) aimed at nurturing the
after-school
ta ung wordsmiths
talents of young words in eight U.S. cities. In addition to donations,

Katy Winn/Corbis
E rs fu
Eggers funds his mentoring efforts with a series of ingenious storefronts:
Thee Pirate
Pir Store in San Francisco; Liberty Street Robot Supply & Repair
in AAnn Arbor, or, Mich
Mich.; The Greater Boston Bigfoot Research Institute;
aand Broo perhe Supply Co. in New York. Besides generating
Brooklyn Superhero
smiles, the sshops tend to cover the rent and draw people in off the street,
om
creating community support.

Chris Anderson: Never underestimate the value of a great idea

Raymond Boyd/Michael Ochs Archives/

unless, of course, youre Chris Anderson, in which case, you offer it up to

Everett Kennedy Brown/epa/Corbis

the world for free. When the longtime publishing executive took command
of the TED (Technology, Entertainment, Design) Conference in 2001, he
quickly sought to broaden its reach beyond the confines of corporate America.
In 2006 he started posting TED talks online. Three years later he handed
the organizations microphone to outsiders, allowing them to host local TED
Getty Images

conferences. This radical openness has earned the organization props as the
new Harvard. TED events pop up worldwide, and the organizations videos
available in 40 languageshave been played more than a billion times.

Kevin Carroll: To a young boy

recently abandoned by his mother, the
Jordan Naylor/Wire Image/Getty Images

playgrounds and ball fields of Philadelphia

offered more than a refuge. They filled him

Frederick M. Brown/Getty Images

with glee, gave him confidence, led him to
the Air Force as a soccer player, the National
Basketball Aassociation as head trainer for
the 76ers, and eventually to Nike, where
his electrifying motivational speeches gave
rise to those yellow bracelets that Lance
Armstrong used to raise $80 million for
cancer research before stepping down from
the Livestrong Foundation. Nike distributed Ben Silbermann: Believe it Dean Kamen: The Segway scooter is
clear wristbands with its Kevin Garnett or not, the website with the fastest his best-known invention, but all told, Kamen
sneakers, and Carroll, a brand ambassador, growth rate in history owes a debt has more than 440 patents to his name. Were it
would often collect a few and trudge out to a of gratitude to Silbermanns child- not for his fertile mind we might still be waiting
school in Portland, Ore., to talk to the kids hood bug collection. The CEO knew for the insulin pump and the portable dialysis
about chasing their dreams with the same all too well the passion collectors bring machine. This year, in partnership with Coca-
passion they used in hustling after base- to their hobbies, but he also understood Cola, he has his mind set on cleaning up the
balls. When the children started coming the pleasure they take in showing off worlds water supplies. The Slingshot, his
home with Carrolls dream bands on their their treasures. So he made certain latest creation10 years in the making
wrists, Nike executives offered the idea up that Pinterest focused not on words weighs less than 300 pounds and is capable
to Armstrong. Today Carroll still delivers but on imagesall lovingly curated of converting river water, salt water, even
those talks, only now theyre requested by by the sites devoted users. The result? raw sewage into safe drinking water, using
executives at Disney and dignitaries from A browsing experience ideally tailored less than 1 kilowatt of electricity, roughly the
the United Nations. Wherever he goes he to the digital age. Yes, its abundantly equivalent of powering a hair dryer. Look for
leaves a little extra time in his schedule clear that Pinterest fans love to shop. the Slingshot to spring up in schools, health
so he can return to the playground and And when they do, they spend $180 clinics and community centers in South Africa,
share what hes learned about the power on average. Lets see Amazon do better Mexico and Paraguay this year, and in India,
of play with neighborhood kids. thanthat. Asia and the Middle East in the near future.

50 SUCCESS APRIL 2013

 Jenna Lyons: First lady Michelle Obama wears her clothes, Oprah Winfrey once asked
for a peek into her closet, and various blogs devoted to her work take note when she reveals her
favorite diaper bag. Yes, many people have an eye for style, but few can match Lyons clout. I cant

Donna Ward/Retna Ltd./Corbis

change the world. Im not a stem cell scientist, the J. Crew tastemaker told The Wall Street Journal not
long ago. But this is my way of giving back. By expertly blending classic with chic, Lyons creates
clothing that appeals to virtually everyone. And, it will come as no surprise, that the once on-the-
rocks J.Crew has experienced a stunning turnaround since she assumed the role as the companys
creative spirit. Its annual sales have jumped from $700 million to $1.7 billion, in the process erasing
a $40million-a-year deficit.

Steve Ells: One look at the suffering on the farm where

Chipotles pork was raised, and the companys founder saw the
light. This was back in 1999. His restaurant chain was 6 years
old. When the CEO returned home, he set about finding a more
Emily Shur/Corbis Outline

humane alternative for those barbacoa-stuffed tortillas. In short

order, his fast-food menu was stocked with free-range meats
and locally grown vegetables. Prices went up, but customers
kept scarfing his burritos and his guacamole. Chipotles
revenues have tripled since 2006. The number of restaurants
has doubled. The company is now valued at $12.2 billion. All
because one man saw an opening for healthier fast food.
Yvon Chouinard: Though
he calls himself a reluctant busi-
nessman, Chouinard is beyond
shrewd. He spotted the merits of eco-
friendly commerce early on, donating
1 percent of his company Patagonias
sales revenue to grassroots environ-
mental groups back in 1985. In the

years since, he has strived to lower
the companys footprint, going so far
as to advise customers in a full-page
2011 Black Friday ad in The New York
Times not to buy a new Patagonia
jacket if an old one could be repaired.
Radical though such a notion once
seemed, it makes fiscal sense. As
Chouinard argues, millennials dont
take kindly to polluters. Thats why
the chief executives of Nike, The Gap,
Levi Strauss and Adidas follow his
lead. The standards laid down by the
Sustainable Apparel Coalition, which
Chouinard launched with Wal-Mart
in 2009, now apply to a third of all
clothing sales worldwide. The rene-
gade CEO is not ready to call it a day,
though. I hang onto Patagonia,
he told The Wall Street Journal not
long ago, because its my resource
to do something good. Its a way to
demonstrate that corporations can
lead examined lives.
Tony Hsieh: Where others see a
scorching-hot wasteland in downtown Las
Vegas, he sees the makings of a cultural
renaissance. So for his next trick, the man
who put Zappos on the map will attempt to
play SimCity with Sin City. After studying
the campuses of Apple, Google and Nike, he
decided against hiding his staff on a private
island. By years end he will instead ferry
about 2,000 employees into the old city hall
building in the center of town. And to make
sure they approve of the move, the CEO is
investing $350 million of his fortune into
creating a neighborhood that attracts artists,
musicians, college students and entrepreneurs.
A pipe dream? Perhaps, but unlike companies,
metropolitan areas get more productive as they
grow, Hsieh argues, so why not put Zappos in
a position to profit from that?
Ross D. Franklin/AP
Felix Baumgartner: Due to a visor
malfunction, he did not get to fully enjoy the
view. But on Oct. 14, 201265 years to the
day after Chuck Yeager broke the speed of
sound in his rocket-propelled X-1 jetFelix
Baumgartner stepped from a helium-filled
balloon perched on the edge of space. Free-
falling from 128,000 feet above the Earth,
he reached Mach 1.4 before deploying his
parachute and safely landing in the desert
sand of New Mexico. Like the daredevils of the
Space Age, he pushed the limits for science,
allowing researchers to study how his body
handled the dramatic descent from such an
extreme altitude. S
Contributing editor Chris Raymond frequently writes
about visionaries in the hope that he can one day be
one, too.

SUCCESS APRIL 2013 51

 The moble revolution is upon us. Its time to get into the game.

52 SUCCESS APRIL 2013

 The vanilla cupcake with chocolate frosting and sea salt, and the
best-selling Elvis cupcake (banana cake with peanut butter
frosting) give the Butter Lane bakery a leg up on other dessert
options in its Manhattan neighborhood, but there is another
competitive advantage at play: technology.

Butter Lane connects to techie customers in a number of ways. Theres an iPad

bolted to the wall of the store that urges visitors to like the bakery on Facebook.
Butter Lane takes advantage of the geolocation service Foursquare, offering a
free icing shot upon someones first check-in. A sticker on the front door notes
the businesss place on Yelpits 750-plus reviews trump the total of trendy
restaurant Nobu and the Empire State Building. And, knowing people love taking
photos of food, Butter Lane has accounts on Instagram, Tumblr and Pinterest; its
also active on Twitter, engaging followers every day.

The small business has bet big on new media in an effort to attract and
retain customers. It caters to a web-savvy, always-online audience, yet because
customers are increasingly devoting their eyes and thumbs to a mobile device,
theres a huge market Butter Lane and most other small businesses are learning
to optimize: mobile.

One cold winter afternoon, two

customers ask about baking classes,
and an employee directs them to
ButterLane.com. Yet, when they visit
the site on their smartphones, they are
greeted by a nearly blank homepage.
As it turns out, the bakerys webpage
by Jim Hopkinson features a Flash video, which doesnt
display on an iPhone.

SUCCESS APRIL 2013 53

 Growth in the mobile marketplace is too massive to ignore. For any small-business owners who havent
considered the impact of these trends, now is the time.
Consider these four factors:
These kids today...
One in three U.S. homes is now mobile-only, no more
accepting of land lines than they are of ham radios. Its a trend
that has increased in every state, among young adults, folks
just starting out in their careers, but also trendsetters, the
generation that will decide the course of the economy in the
not-too-distant future.
We love our smartphones.
Of course, our phones are no longer merely phones, but
indispensable communication devices from which we check
email, surf the web, navigate maps, listen to music, watch
videos, text, chat, and oh, yes occasionally make a phone
call. Whats more, the path to advanced devices is just getting
started: The research branch of investment bank Morgan
Stanley estimates only 20 percent of the worlds 5 billion
mobile users currently has a smartphone.
54 SUCCESS APRIL 2013
We use them to make purchasing decisions.
When a device is by your side 24/7, its no wonder you
will integrate it into every aspect of your life, including
shopping. The good news for small businesses? Google
reports that 94 percent of smartphone users have looked for
local business information.
Whats emerging is a five-step, mobile-based sales funnel:
INTEREST
Wanna do sushi for dinner tonight?
RESEARCH
Whats the highest-rated sushi bar nearby?
ACTION
Ill call for a reservation
and map out directions.
SALE
That monksh liver is sooo good.
SOCIAL SHARING
Ill post a picture.
People need to know about this place!
Tablets are getting big, too.
The mobile uprising goes beyond phones. According to Pew
Research, the percentage of U.S. adults owning tablets or eReaders
jumped from 2 percent in 2009 to 29 percent in 2012.
The larger screen and portability make it easy to kick back
on the couch and browse for bargains without the hassle of
a trip to the mall. IBM found that 24 percent of consumers
used a mobile device to visit retail sites on Black Friday in
2012, with the iPad generating more traffic than any other
tablet or smartphone.
 Morgan Stanley predicts the tipping point for digital
devices will happen globally in 2013, with the installed
base of smartphones and tablets exceeding the total
number of desktop and laptop PCs.
Mo Money, Mo Problems at First
The need to become mobile-ready is clear. The scale
of the process may seem overwhelming, but itll pay off
quickly if you follow these steps.
1) RESEARCH THE CUSTOMER.
Before making a plan of attack, assess your business
and the good folks who use it. How sophisticated are
your customers when it comes to mobile? Ask them.
How often do they visit your website from a mobile
device? What gadgets are they using to do so? How is the
experience? What is most useful and what is missing?
While an informal customer survey is a great way to
start, what people say they do and what they actually do
can be different things, so dig into your website analytics
to look at customer behavior.
Google Analytics, which is free and used by more
than 10 million websites, can show you the percentage
of users accessing your site via mobile, a breakout of
which devices are being used, and what content they are
viewing (for example, your Contact Us page).
2) ALIGN THAT KNOWLEDGE WITH YOUR
ONLINE GOALS.
A good question to ask yourself is, Will I be selling a product
online? A local landscaping company will have very different
goals from a designer creating handmade jewelry.
For many small to medium-size businesses, the three
most crucial items that should be easy to find from a mobile
device are location, hours and contact information.
Because smartphones have GPS built in, theres no excuse
for omitting clear directions and a map from your website.
Embedding a map on your site is easy: Enter your address in
Google maps (as if you were looking for any other location),
click the share/link icon, copy the code, and then embed it
into the Contact Us page within your website.
Simple programming also allows users to tap on your
phone number and call you without having to type the
number manually.
E-commerce: For some businesses, the ability to sell
products online is a must. Say you manage a day spa.
One area that would make sense for additional revenue
would be beauty products, such as moisturizers and
gift sets. By implementing a shopping cart payment and
fulfillment system, you provide value and convenience to
customers who run out of their favorite products between
appointments. Gift cards for massages and facials can be
offered and fulfilled via email.
As the diversity and complexity of products escalate,
businesses need a commerce system that can keep pace.
Alex Kharlamov, co-founder and chief technical officer of
Loginaut, a New York-based digital development agency,
says, If your core business as a company is selling, then
you need to make the right level of investment to do it
correctly. You cant afford to lose mobile.
3) PARTNER WITH THE BIG BOYS.
Before dedicating resources to web design, build a
foundation of discovery, engagement and trust by making
sure you are well-represented on the networks that your
customers already use from their smartphones daily:
Google, Facebook and Yelp.
Using Google+ local, you can claim your place of
business and upload all the necessary information.
When someone searches specifically for your business
name on their smartphone, these tidbits will come up
first. The upside of a Facebook brand page is to connect
with customers and build a community of people who
like what you do.
Once new users locate you, they need to know if
youre worth a darn. One Nielsen report found that
respondents ranked online consumer reviews as the second
most trusted source of advertising behind only direct
recommendations from friends and family, and far above
traditional advertising. Yelp is free, community-based and
covers all types of businesses. If your biz isnt registered
already, do so right away, and watch as complimentary
and/or instructive reviews start trickling in.
4) CHOOSE AND IMPLEMENT A MOBILE STRATEGY.
In terms of cost, like anything in life, youll fi nd that
it depends and you get what you pay for. A Smart
car and a Porsche both qualify as transportation, and
a studio apartment and four-bedroom home both are
places to live. Yet the experience and cost of each
varydramatically.
If your website is not a crucial element to your core
business, or if you currently lack the resources to invest
in this area, at least there is some good news.
Unlike the flip phone or candy bar models of
the past, feeble for web surfi ng, todays smartphones
and tablets with massive screens and high-resolution
displays allow users to pinch and zoom directly to the
SUCCESS APRIL 2013 55
 content they want. To optimize your existing website, you
can make easyand freefi xes. To wit: Make sure your
address and contact information are clear, and that links and
menu items are large enough for fat fi nger taps, not just
mouse clicks.
A simple informational website can certainly be created at home
using a modern theme within WordPress, or by a professional for a
few thousand dollars or less. A more advanced website for a small
business could run $10,000 to $50,000, while a large site with
extensive commerce and interactivity might be $100,000 or more.
Lets look at some ways to approach design for the mobile future.
CREATE A MOBILE-SPECIFIC WEBSITE.
In this case, desktop users see a full-featured version of your
website, and coding automatically detects those viewing from mobile
devices, who are presented with a streamlined version.
Delivery service UPS is among the best at tailoring its web
product to specific devices. The companys main website is
targeted at a business owner sitting at a computer. Not only
does the site display ads, promotions and news, but there are a
whopping 49 choices from the drop-down menus.
However, access UPS.com from a smartphone and the
change is dramatic. Front and center is the most important
feature:Enter a tracking number and tap Go. Below that, just
four large buttons appear: Track, Ship, Locations and Quote.
The takeaway? To optimize for mobile, determine how your
customer uses your site and strip away anything that is not
action-oriented.
While this option works for some businesses and there
are companies to make the transition easier, it has two major
drawbacks. The first is that you have two websites to maintain.
Every update, every post and every change needs to consider
both versions. And it gets even more complicated when a
content management system is involved. Not fun.
The second issue is keeping your code updated for the ever-
expanding list of devices. In 2012 the social media news site
Mashable.com noted that people read its content on more than
2,000 types of devices each month.
THINK ABOUT RESPONSIVE DESIGN.
This is the process of creating a website that provides the best
viewing experience no matter what device accesses it. The elements
on the site, from the number of columns to the size of images, are
fluid and based on a percentage that can adapt to any screen size.
When executed correctly, it has a slightly magical feel as you grab
the corner of your browser while at your desktop and adjust the
width while watching everything fall into place. Preparing to make
the leap to responsive design is a little like downsizing from a 2006
56 SUCCESS APRIL 2013
McMansion to a sleek, modern apartmentit forces you to really focus
on what is most important, embracing functionality over quantity.
As Kharlamov explains, Approach a new design from a business
perspective first. A lot of people dont understand the difference
between graphic design and user design. Many times a site is built
from the viewpoint of a graphic designer. It may have the best eye
candy in the world, but if it doesnt lead to conversion or cant be
viewed on mobile, then its money wasted.
CREATE AN APP.
With billions of downloads across the iPhone, Android, Windows
and Amazon marketplace, a dedicated mobile application for your
business can provide customers distraction-free engagement with
your brand if done correctly.
For most small businesses, however, the functional advantages
of an app as compared to a well-executed mobile site are few and
far between. When you consider design, production and marketing
costs, creating an app that your customers will use consistently is
a challenge. For small-business owners, social media engagement
and tailoring the web product for mobile devices are growing
imperatives, but there are very few customers who will love and
interact with the business so much that the investment is required.
Kharlamov agrees. If your budget is large and you need
something very specific or resource intensive, then an app makes
sense. But with the huge demand for talented developers, its going
to cost you. Most small businesses dont need an app.
Wanna build an app for yourself? Theres an app for that.
I f youre @ SUCCESS.com/app_builders
Starbucks,
serving coffee globally to 60 million people a week in 17,000 stores
and processing more than 2 million mobile payments a week, its a
no-brainer. But if youre Susies Snazzy Earmuffs with one store in
the Maryland suburbs, maybe not so much.
Back at Butter Lane
Not surprising given the technical prowess of her business, a new
mobile strategy is on Butter Lane co-owner Pam Nelsons short list.
Were in the process of rebuilding our website right now, and one
of our top goals is to make it really mobile-friendly, Nelson says. It
cant just be a tiny version of our website. We realize more than half
of our customers are purchasing cupcakes and classes through their
phones, so we need as good a mobile experience as our customers
would have on their home computers.
Is your company ready to make the move to mobile? If you already
have a great product, passionate customers and a strong business
sense, it will be icing on the cake. S
Jim Hopkinson is a writer, speaker, teacher and the author of Salary Tutor. He
blogs about new media, technology and branding at TheHopkinsonReport.com.
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 Playing strategically by Googles new rules, small
businesses can move up in search engine results.
by Emma Johnson

A high search engine ranking makes your

company a player in online marketing and
sales. Just ask Bill Elward, owner of Castle
Ink. He learned the hard way how vital it is to properly manage
your search engine optimization (SEO). In 2011 the Internet-
based printer paid $5,000 to an outside SEO marketing firm that
tried to improve search engine rankings under SEO rules that
Googleby far the most-used search enginerecently outlawed.
As a result, in early 2012 Castle Inks SEO ranking plummeted,
costing the company about $150,000 in sales and countless hours
to rectify the issue. Elward, who had built the $1 million business
gradually by enhancing SEO himself, calls the move the worst
mistake we made in our seven years in business.
The good news: The best SEO tactics have been the same
for a decade and are really just smart, best-practices marketing
techniques that many small businesses can tackle in-house, says
Ian Lurie, CEO of Portent, an Internet marketing firm based in
Seattle. Simply put: You raise your search engine ranking
by posting enticing, valuable information. You build rela-
tionships online with like-minded vendors, customers and
partners. The more pages that link to you, the better, and
the higher-ranking those sites arewell, thats better still.
The best way to boost your SEO is by creating really
great, creative and entertaining and instructional content
that people will want to talk about and pass around and
link to, Lurie says. That is how to move up in rankings
legitimately and the way good SEO marketing has been
done for 10 years. Now, because of the changes at Google,
companies have no choice.
Content is king.
G oogle changed the SEO game by emphasizing
quality over quantity in web content. In early
2011, Google unfurled its Panda algorithm, which

5 SUCCESS
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dropped the rankings of sites with low-quality content. In April
2012, Google upped the ante with Penguin, an algorithm that
penalized websites with out-of-date content and inferior linking.
Before those algorithms rolled out, some companies and SEO
marketing fi rms paid to have businesses pages listed on link
farms. These websites existed only to elevate other websites in
search engine results; link farms provide no useful purpose for
human readers. Google no longer gives credit to links appearing
on those sites and often penalizes websites if their URLs (uniform
resource locators) appear on link farms. As a result, many compa-
nies are hustling to remove their websites from link farms.
To increase website SEO rankings in a sustainable way, and to
inspire readers and other websites to naturallyor organically in
Internet-speakread or watch your content, post it on their own
sites, and share it with others through social media and blogs. All
of these actions drive even more traffic to your site and lead to more
valuable links back to your website.
To accomplish this, your website should have posts that are
relevant, interesting or instructional; infographics that surprise;
and/or videos that make you laughall of this being content that
people organically will want to share with friends, colleagues and
customers, says Alaina Shearer, principal of Cement Marketing, a
Columbus, Ohio-based digital marketing firm.
Start with the goal of posting just three times per week.
Many people get overwhelmed by the pressure to create a
newsfeed, newsy content others are likely to find and share
quickly, Shearer says. Instead, deliver very short blog posts
commenting on relevant news of the day. Or learn to spend just
15 minutes creating an instructional video you can quickly post
on your website.
Posting short items a few times per week can have an enormous
impact on SEO. Look to participate in the conversation that
affects your customers, she says. You dont have to be the orig-
inal source of that news, but you can offer insight and comments.

SUCCESS
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Keywords count.
D evelop a keyword list. This is a bank of words and phrases
that your target audience typically will ask a search engine
to use to find your business. Incorporate these words into the title
pages of your website, blog posts and the names of images.
These words should also appear in the meta descriptions, which
are the brief descriptions of a page that appear in search results; meta
descriptions are programmed into your webpages when they are built.
Lurie suggests starting with just two or three keywords. You can
use Googles Keyword tool (adwords.google.com) to find those most
relevant for your business.
The more often these words appear on your site, the better the
chances that Google and other search engines will identify your site
when people search by those keywords, so this tactic is paramount for
raising your search engine rankings.
The next step is to develop an editorial calendar that might
include regular blog posts, videos and podcasts. The content of
all of these posts should appeal to humans and search engines by
using the maximum number of keywordsas long as the wording
isnt awkward, Shearer says. Google lowers SEO rankings for
content that is clearly written only for search engine purposes and
not human eyes. This might be, for instance, a blog post made up
mostly of keywords repeating over and over, which obviously isnt
prose that a person would fi nd interesting.
Get social.
C ome up with a social media plan that is right for your business,
Lurie says. Unless you know your customers are on Twitter,
skip that medium, he says. He encourages most companies to focus on
Facebook and Google+.
Facebook is important because it is so huge. You just cant afford
to ignore it, he says. Google+ is deserving because Google is increas-
ingly putting SEO weight in activity that takes place there, even if it is
not the biggest social media hangout. It will take you 10 minutes to
set up a Google+ account, and it will do you a lot of favors in the long
run, Lurie says. Shearer says Pinterest, a social media platform that
serves as a pinboard for sharing themed collections of images, has the
potential to be huge for retailers.
Connect.
I dentify high-quality sites to connect to. If you are a local business,
consider the area chamber of commerce, newspaper, TV stations
and bloggers who speak to your target demographic. The keys are to
land links on other high-ranking sites that Google will recognize as
60 SUCCESS APRIL 2013
Hiring Help
Make sure you choose an SEO
marketing rm that can deliver.
If you decide to hire an outside SEO marketing rm, its
buyer beware. The Better Business Bureau added Search
Engine Optimization Services as a complaint category in
2010. It has since received more than 40,000 inquiries on
SEO companies from the U.S. and Canada; it has processed
over 300 complaints. To avoid disappointment, make sure
the SEO marketing rm that you hire meets these minimum
requirements:
1. The SEO rms rst step should be to take time to under-
stand your business, your objectives and establishing goals
for the work they will do for you, says Ian Lurie of the Internet
marketing rm Portent. Everyone should know current conver-
sion rates from online searches and how the rm will improve
them, he says. Depending on the business, a conversion rate
may be a sale, a lead, a sign-up for a newsletter, or more time
spent reading key content.
2. The rm should work with you to develop a keyword list. This
is a bank of words and terms by which your target audience is
likely to search online to nd your business. Ask them, What
are the top 20 keywords you want to target for my business?
says Alaina Shearer of Cement Marketing. If they cant email
you back with the list in 15 minutes, thats a red ag.
well as engage readers who will be organically interested in your
product or service, Shearer says.
To connect with other sites, First be sure to actually read their
content, Shearer says. Then send an email. Depending on what
your goal is, you may simply introduce yourself, suggest a way to
partner or offer to send a free product sample.
If youre offering to send a free sample, be sure to explic-
itly say that they are under no obligation to write about your
product, Shearer says. It is common for bloggers to be paid
to write about a product, so be prepared to discuss terms of a
placement and a fee if that is an option. Bloggers are trying to
make a living, so you have to respect that, Shearer says.
An alternative method of working with bloggers is with guest
posts. You could offer to write a guest post that may relate to
your product or service, or you could offer to use a guest post
they write for your site (which they probably will promote
via their social media, further driving traffic to your site and
raising your SEO status and theirs).
If you have a rapport with a blogger or website editor, feel free
to ask for some link love, which is blogger parlance for placing
your sites link on their site. Everyone is trying to boost their
SEO and understands, Shearer says.
3. Ask: What is your plan to build links? and What kind of sites are you targeting? The best kind
of link is one that is part of a blog post, media story or other content that is actually about you and
your rmnot just a standalone link listed on a site.

4. The rm should develop an editorial calendar that might include regular blog posts, videos and
podcasts. The content should be really interesting and engaging so the audience will share it with
their friends via their social network, and then bloggers and websites will link back to your site,
Shearer says. They should be created to appeal to both humans and search-engine spiders,
which are programs that sift through Internet content and return search results. Each element of the
editorial calendar should build SEO in a way that is logical, powerful and lasting.

5. Make sure all page titles and meta descriptionsthe brief descriptors of pages that appear in a
searchinclude keywords. These, too, should be written to suit people and spiders.

6. What is their social media plan for you? Facebook, YouTube, Twitter, Google+, Pinterest and
LinkedIn can all drive trafc to your site. Plus, links imbedded in these media count toward your
Google ranking.

7. If it sounds too good to be true, it probably is, Lurie warns. Simple consulting starts at $1,000
per month, and active SEO marketing begins at $3,000 per month, he says. Its a craft, Lurie says.

8. You should receive biweekly or monthly reports on the rms efforts and results. This should
include where your site and links have appeared, all content generated and how it was marketed,
and the conversion rate. You probably wont see much change in the rst three months unless a
specic problem is being addressed, Lurie says, but analytics should improve within six months.

9. Frequent involvement. Your SEO rm should be very engaged with your businessnot just
disappear for two weeks and then come back, Lurie says. It should be working closely with your
whole marketing strategy.

Another powerful way to connect with influential bloggers is to
comment on their posts. This has little effect on SEO, Lurie says,
but a relevant or proactive comment will get the attention of the
blogger or other influential readers who may be inspired to include
your companys link in an actual post or otherwise initiate a rela-
tionship. A comment doesnt count much for SEO, but a blogger
who notices you commenting often will be more likely to respond
to an email you send, Lurie says.
To maximize their local SEO, businesses should list their physical
address on every webpage, Lurie says. Make sure your business is listed
on Yelp (user reviews), Yellowpages.com, Google Places (location-
based search results) and Bing Local (an online business directory).
Be cautious about coupon deal sites such as Groupon and Living
Social, Lurie says. These might be great marketing tools for some
businesses, but too many web mentions attached to these promo-
tions can generate high SEO ranking for discounted goods, which
is probably not what you want to do, Lurie says.
easy-to-use online tools that check out how fast a webpage
loads. These sites also offer tips on easy fi xes to improve load
speed. This can have a huge impact on how much time people
spend on your site and how high your SEO ranking is, he
says. The tools are at developers.google.com/speed/pagespeed/
insights and developer.yahoo.com/yslow.
Invest time in the app Google Authorship (plus.google.com/
authorship), which allows Google+ account users to identify
content they created around the web, link to it and benefit
from the SEO power of the sites that host that content. For
example, a Google user who writes a post on The New York
Times blog can benefit from the newspapers SEO power, Lurie
explains. This interface will be increasingly important in
Google SEO ranking, he adds.
Run your website through Googles Webmaster Tools
(google.com/webmasters/tools), a free service that identifies
glitches that keep search engines from finding your site. S

Try these tips. Contributing editor Emma Johnson is a freelance business and per-
Insiders share this advice for amping up your website: sonal finance writer who creates the SUCCESS How To depart-
Lurie urges companies to run their site through Google ment. She lives in New York City with her two preschoolers and blogs at
Page Speed or Yahoo!s YSlow, which are two free and WealthySingleMommy.com.

SUCCESS APRIL 2013 61

 L ea d e r s h ip
L e sso n s f r o
m Ou r F i rst
Five Years

Branson

Rohn
Chris Navin

Schultz David Johnson/Corbis Outline

6 SUCCESS
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013
3
 YOURE READING an article that took five years to writeor more than
100, if you look at it another way.
Five years ago a small group of us worked long days that turned into early
mornings to produce our first issue of SUCCESS. The April/May 2008 issue would
re-launch the iconic brand founded more than a century earlier by Orison Swett
Marden, a self-made entrepreneur, author and proponent of personal achievement.
While recent publishers had focused more on business, our aim, under the owner-
ship of SUCCESS Partners, was to return the magazine to its roots, providing
inspiring, motivational and instructive content. Wed still cover business, but the
key was to make it as relevant and practical as possible for our entrepreneurial
readers. And wed still do profiles of extraordinary people, but our focus wouldnt
be so much on what they accomplished, but how they did it.
Its fitting that leadership is the theme of this fifth-anniversary issue because
each of the people weve profiled over the years has been a leader in some
capacityCEOs, entrepreneurs, thought leaders and people who simply inspired
us with their bold actions.

by Lisa
a Ocker

Wooden
Courtesy of Ford Motor Company
Carlo Dalla Chiesa/Corbis

Maxwell

Shriver

Mulally
Mu
ulally
William Coupon/Corbis

SUCCESS APRIL 2013 63


My mother
instilled in me that
failure is not something
to be afraid of.
Arianna Huffington, president
and editor in chief The
Huffington Post Media Group
It is interesting
to me that so few
athletes make a
successful move into
business. I think the
problem is that for
some athletes, our ego
has been fed our whole
life and were not used
to people treating us
as peers.
Magic Johnson, legendary
point guard in the National
Basketball Association and
serial entrepreneur
64 SUCCESS APRIL 2013
Leading Through Turbulent Times
In the winter of 2010, Starbucks founder
Howard Schultz met with writer John H. Ostdick
in a SoHo Starbucks. Schultz had returned to run
the company as CEO, and he was ready to share
details about its transformation through particu-
lary dark days.
Starbucks had become a poster child for
excess, Schultz told Ostdick for the April 2011
cover feature. I sensed that our people had lost
confidence and the organization had lost its
swagger. He sought to reverse what he called
the commoditization of Starbucks, but first he
had to stem the companys financial freefall. He
rejected suggestions like reducing coffee quality
and cutting employees health care benefits. But
closing hundreds of stores and layoffs were inevi-
tableand painful.
Schultz also ordered all 7,100 stores closed for
retraining on a single evening in February 2010.
It was a shock to the system, he said, but it
proved to be a significant galvanizing moment
inside the company where people realized, Not
only is he back, but hes dead serious.
Not knowing where the bottom was in the
spiraling economy, Schultzs leadership style
continued to evolve. I was effectively balancing
entrepreneurial vision with patience of execution,
paying the same degree of attention to the back
end of the business that I was hard-wired to pay
to the front end.
Along the way, he laid out his plans in so-called
Transformation Memos to all employees. Some of
the things I wrote about in the memos were that
Chris Navin
we were not going to let other people define us,
that we could control our own destinynot by
just saying that we were going to but by doing the
work, he said.
While some criticized him for expressing vulner-
ability, I had an intuitive sense I had to be real.
Schultz believed it was important to articulate his
vision, and to remain transparent to restore confi-
dence and to engage every employee in the fight.
Starbucks also used social media to communicate
the companys message to consumers.
The turning point came in the fall of 2010,
when Schultz announced healthy fiscal-year earn-
ings, cash bonuses to 100,000 people in the field,
enhancements to the 401(k) plan, retention of
health care for employees and new tuition reim-
bursement benefits.
These are very emotional days, he said. This
has been my lifes work, as opposed to a job. I
didnt come back to save the companyI hate
that descriptionI came back to rekindle the
emotion that built it.
Another big comeback we wrote about involved
Ford Motor Co.s return to profitability under the
leadership of CEO Alan Mulally. In a September
2011 profile, Jim Henry and Jim Motavalli wrote
that Mulally remade Fords disparate and undis-
ciplined management into an effective team that,
starting in 2006, rebuilt a fleet of gas guzzlers
into an all-new product line of right-sized cars
and trucks well-suited for a competitive world
market. Under Mulally, a transplant from Boeing,
Ford avoided bankruptcy in 2009, unlike General
Motors and Chrysler, which required billions of
dollars in taxpayer bailouts.
 Mulallys One Ford business plan covered the
whole global enterprise, from product quality and
fuel efficiency to manufacturing plants, corporate
culture and the company balance sheet. Yet the
plan was so simple that its essence fits (along with
Mulallys autograph) on a business card, which he
gladly handed out to anyone he met.
Many analysts said the Midwestern-born
Mulallys aw-shucks affability belied his discipline
and depth, at least initially. But the key to success
is to make sure a company stays on course, and
thats what Mulally did, Michelle Krebs, a senior
analyst at Edmunds.com, told our writers.
At its most basic level, One Ford involved
getting Fords global operations working on the
same agenda. Previously, the companys over-
seas subsidiaries were semi-independent and
frequently duplicated effort. For instance, Ford
Europe and Ford North America traditionally
developed separate versions of the compact Ford
Focus with almost no common components. But
Mulally changed all that, streamlining produc-
There was a point
where I gathered
Rune Hellestad/Corbis

tion so that at least 10 different Ford models

could be built on the same assembly line sharing
about 80 percent common parts. The strategy
myself and said, Its
wasnt novel, but Mulally made sure the plan OK. I know how to
was driven home relentlessly and consistently
to everyone in the companyand thats why it
do this. Make
worked. Branson is famous for his showmanship, decisions based on
record-setting adventures and business risk-
takinglike going up against behemoth
instincts that you
British Airways with his Virgin Atlantic know and trust.
Airways and later founding Virgin Galactic Rudolph Giuliani, former
Ingenuity and Daring to send tourists into space. But here on New York City mayor,
Leadership takes many formsincluding that Earth, hes accomplished something just as reflecting on the 9/11
terrorist attacks
demonstrated by people who inspire us through noteworthy: At the helm of the Virgin Group,
their own innovation and bold actions. Weve hes discovered how to foster individuality
profiled many entrepreneurs who fit this descrip- and innovation among some 300 diverse
tion, and Richard Branson has been a favorite. companies that constitute his eclectic empire. I believe if
I love to dream big. I love to try to make Each of the companies operates by its own
those dreams become reality, the founder rules, with different shareholders and boards, you ask someone to
of the Virgin conglomerate told writer Chris but shares the same brand, as well as the do something,
Brogan in an interview for an August 2012 resources and collective knowledge of Virgin.
cover feature. And sometimes, I throw curve- From a very young age, I had to learn the art theyll do it. I trust
balls into the air, like, Lets start a spaceship of delegation because Im inquisitive and I love people a great deal
company, and maybe not being completely to do new things, but obviously, if youre doing
serious initially, and then it starts catching on, new things, you cant do everything yourself, and in most cases I
and you have to try and make it reality. Branson said. havent been
As a child, Branson battled dyslexia and He advises other leaders to hire people
unsympathetic teachers who judged him stupid who can take over 99 percent of what they disappointed.
and lazy. He struggled with reading and under- do and then empower them. With that extra Roger Staubach,
standing some concepts. But his parents encour- time, most likely, youll come up with ways retired Dallas Cowboys
aged his independence, and he found ways to of helping the person you put in charge in a quarterback, pro Football
Hall of Fame member,
compensate for what he lacked, honing his people better way than you would have done had you founder of The Staubach Co.
skills and his instincts. tried doing it yourself.

SUCCESS APRIL 2013 65


What I learned to do
many years ago was to
forgive myself. If we
dont have that, we never
grow, we never learn and
sure as hell we should
never teach.
Maya Angelou, writer,
dancer, actress, poet
There are no tricks, no
secrets; without good
ideas, youre nowhere.
Stan Lee, co-creator of Spider-Man,
the Hulk, X-Men and other comic
characters; former president and
chairman Marvel Comics
I look for the
hidden talents in
peoplenever
label someone by his or her
job title. People very often
have abilities beyond their
positions.
Donald Trump, real estate mogul,
entrepreneur, best-selling author,
television personality
66 SUCCESS APRIL 2013
Building Leaders
Mentoring is why you should get up every
dayto teach and be taught, John Wooden,
then 97, told writer Don Yaeger in a 2008
interview. One of the greatest college basketball
coaches in history, with an unprecedented 10
national championships during his career at
UCLA, Wooden liked to think of himself, first
and foremost, as a teacher whose highest calling
was to show his players how to become men of
character.
Wooden often recited his fathers two
sets of three: Never lie, never cheat, never
steal and dont whine, dont complain, dont
make excuses. He also cited a seven-point
creed passed along from his father, the most
frequently cited point being make each day
your masterpiece.
Even after his retirement, Wooden regu-
larly went to a little diner in Encino, Calif.,
near his home where people would seek him
out. Yaeger was one of them who considered
Coach his mentor. Others included some
of the greatest stars in basketball, including
Kareem Abdul-Jabar and Bill Walton. But
Woodens definition of mentoring was broad:
Mentoring can happen at any time or any
place, he told Yaeger. Every time you greet
the grocery store checker with a smile or pick
up a piece of litter or pat someone on the back,
you very well might be mentoring someone
who is watching you.
In a moving tribute published in September
2010, following Woodens death, Yaeger wrote
that Coach taught his players the importance of
basic preparation, starting with the proper way
to put on shoes and socks to avoid blisters. He
taught his teams respect by insisting they leave
opposing schools locker rooms as clean as they
found them. He taught other coaches the power
of a calm demeanor and humble spirit, and he
taught the world that integrity and character are
not old-fashioned notions or incidental aspects
of successthey are its cornerstones.
Wooden is just one of many people weve
featured who devoted their lives to inspiring
the best in others. Best-selling author John C.
Maxwell, himself a Wooden mentee, has been
a SUCCESS columnist since our early days.
Month after month, Maxwell has brought
readers lessons in leadership drawn from his
studies and experience, as well as anecdotes
from the lives of many others. Hes also helped
to articulate a broader definition of leadership,
inspiring all of usregardless of title or walk of
lifeto be leaders.
Maria Shriver is another of our favorites
who found her own unique way to empower
othersthrough her California Womens
Conferences while serving as the states first lady
and through best-selling books including Just
Who Will You Be? published in 2008.
Growing up in the Kennedy clan, Shriver
struggled to figure out her own lifes purpose.
She chose journalism and loved the work,
but had to give up her NBC reporting job
and find a new path when her husband
Arnold Schwarzenegger was elected governor.
Early on, she asked whether there was a job
description for first lady and was told she
could pick out the Christmas ornaments.
Her reaction, she told writer Erin Casey, was,
Youve got to be kidding me.
Shrivers idea to expand The Womens
Conference, which had been a small annual
event, came out of her desire to help as many
people as possible in a state beleaguered by
budget problems. The conferences covered a
wide variety of topics, from health and self-
improvement to entrepreneurship and social
activism. By targeting women, Shriver knew
she could help families, too. Proceeds and
sponsorships from the annual events, which
drew tens of thousands of people from around
the country, paid for year-round programs
benefiting women and families. In addition to
the conferences, Shrivers team created an inter-
active online community providing resources
and encouraging a free exchange of ideas.
For a December 2010 cover feature, she
described The Womens Conference this way:
Were a movement; were a main event; were
about personal transformation. But were also
about giving you the tools to go out and become
an architect of change, not just in your own life,
but in the world around you.
Another influential leader whose insights
and quotes weve shared many times is the late
 Hear Best of
SUCCESS audio

SUCCESS.com/
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Be willing to make
decisions. Thats the

G. Newman Lowrance/Wire Image/Getty Images

most important quality
in a good leader. Dont
fall victim to what I call
the ready-aim-aim-aim-
aim syndrome. You
must be willing to fire.
Oilman T. Boone Pickens
[Hard work] changes
your whole life. Nothing
Make each Jim Rohn, a best-selling author ever feels like too much, Winners
and speaker. Rohn spoke to
day your more than 6,000 audiences in
nothing ever feels like habitually face the
masterpiece. his lifetime, emphasizing the pressure if you train work of the day
importance of taking respon-
John Wooden
sibility for personal growth,
yourself to be a hard with the purpose of
and teaching why and how to worker. You get so much discovering what
reach for a better and more vital life.
Born and raised on a farm in Idaho, Rohn said he lacked
out of it. You feel honest can be done instead of
drive as a young adult until attending a seminar conducted at the end of the day. worrying about what
by Earl Shoaff, a motivational speaker and salesman. Rohn
knew he wanted what Shoaff had, and he set out to achieve
Rachael Ray, chef, TV
personality, author
cannot be done.
it. His best-known works include The Challenge to Succeed Paul J. Meyer, founder of
Success Motivation Institute,
and The Art of Exceptional Living. leading author of personal-
Among his best-known sayings:
Leaders, whether in the family, in business, in govern-
When people development content

ment or in education, must not allow themselves to really understand

mistake intentions for accomplishments.
Success is something you attract by the person you
its do or die [and] Everyone is a genius
become. if we work in his own way, but...
Profits are better than wages. Wages will make you a
living; profits can make you a fortune.
hard and pull through, you have to work at
Friends are those wonderful people who know all its going to be a great itand you have to
about you and still like you.
Dont wish it was easier; wish you were better. Dont
outcome; people will believe. You cant
wish for less problems; wish for more skills. Dont wish give it everything just dream your way
for less challenges; wish for more wisdom. S
theyve got. to success.
Lisa Ocker has served as editor since joining SUCCESS in 2007. Elon Musk, founder Tesla Motors, Jack Lalanne, fitness pioneer
SpaceX, Solar City and entrepreneur

SUCCESS APRIL 2013 67

68 SUCCESS APRIL 2013
 Dawn Lepore, twice a dot-com CEO,
specializes in business growth.
by Jim Motavalli
A
Dow Jones research report released late last year
revealed that venture-backed companies with
women in senior positions are more likely to
make it than those with men occupying executive
positions. Dawn Lepores career definitely supports
that conclusionshes a specialist in pushing growth
at startups. Her most recent corner suite was in San
Robyn Twomey/Corbis Outline
Francisco, where she served as interim CEO of online
loan broker Prosper.com.
Lepore, who recently joined the AOL board (I think
highly of the job Tim Armstrong is doing), is also the
former CEO of Drugstore.com, which she joined in
2004 and led until its $409 million sale to Walgreens
in 2011. The online pharmacy was a tempting target
because it had $456 million in sales in 2010.
Prosper.com grew fast under Lepores leadership.
The 7-year-old company eliminates the middleman
b y ho ok i n g up w i l l i n g le nde r s w i t h bu s i n e s s
startups in need of capital, and it has made more
than 60,000 loans totaling $400 million since its
launch in 2006. Prosper Marketplace was fourth
on The Wall Street Jour nals 2012 l i st of top -10
venture-backedcompanies.
My short-term mission at Prosper was to improve
the execution of the company, bring in new marketing
and technology officers and organize the latest round
of funding, Lepore said. The company needed a five-
day-a-week CEO, which it now hasI was working
part of the time from my home in Seattle.
Today, Lepore is putting together a portfolio of
board and advisory positions, but shes still interested
in a CEO job if its the right fi t. The whole area of
peer-to-peer lending is very interesting to me. Im
fascinated by innovation in fi nancial services, and
theres a wealth of information available that compa-
nies can use to give consumers advice or help them
to fi nd the best price. There is opportunity there for
some creative enterprise software.
SUCCESS APRIL 2013 69

Lepore came up in an era when female executives were a
rarity, and their potential for success in top management posi-
tions largely untested. Lepore is emphatic on that score. I dont
know how many female CEOs and chief information officers
there are today, but Ive often been in boardrooms where there
were 15 men in blue suits and me. We know now that women
can beand arevery successful as business leaders.
Betty Spence, Ph.D., president of the National Association of
Female Executives, seconds that. When women take the helm
of companies, they do succeed, Spence says. Women are now
nearly half the workforce and half of management, but a tiny
proportion of senior management. And there are still very few
women heading Fortune 500 companies, 4 percent, if its even
that. So women like Leporeand Sheryl Sandberg at Facebook,
Ursula Burns at Xerox, Ginni Rometty at IBMtheyre in the
spotlight, which is a tough place to be. These women are role
models until something goes wrong, then theyre pariahs.
A Sucker for a Challenge
That phalanx of blue suits was a daunting obstacle, but Lepore
was ready for it. I do think you need a lot of resilience and commit-
ment, and Ive always been a sucker for a challenge. There must
be something innate to my personalityif you tell me I cant do
something, I want to prove I can. And Lepore has proved thatin
1999, she appeared for the first time on Fortunes list of the 50 most
powerful women in American business.
A bit of luck landed Lepore on her career path after she gradu-
ated from Massachusetts Smith College with a music degree. I
read a Cincinnati Bell ad looking for people with a math back-
ground, and that was one of my favorite subjects so I took an apti-
tude test and did well on it.
Through that early job, Lepore learned computer programming,
and a career was born. I found I really loved using technology to
solve business problems, and I was good at thinking strategically
and communicating solutions to other people. In 1983 Lepore was
hired at Charles Schwab as manager of the companys information
center, and I thought I was going to be fired on my first day.
The resident computer expert, angry that a woman was awarded
the position he wanted, handed her a screwdriver and went home
for the weekendleaving Lepore to prepare computers for the
staff. Personal computers were just coming onto the market,
and it was early enough that they still had to be assembled
the memory chips came in separate containers. I had no
idea what to do. Luckily, my husband is technical,
so the two of us went in over the weekend and put
30 computers together.
70 SUCCESS APRIL 2013
Ice Queen
Lepore didnt get fired: Instead, despite lacking a masters
degree in business or computer science, in 1993 she was
promoted to become Schwabs chief information officer. And
that led to another life lesson. It was an era of huge changes
in technology. I felt I had to prove to everybody that I was up
to the job. I felt I couldnt show any weakness, but I was also
not showing my personality, being a team player, or letting
people connect with me on an emotional level. And I got
called an ice queen, which was so embarrassing.
Lepores boss gave her the right feedback. He said,
Listen, youre terrific, I believe in you, but you have to get
better as a leader. You have to let them see youre human.
I got the message. You want your direct reports to have
personal loyalty to you. And that doesnt mean coddling
themit means letting them know you expect a lot but in
exchange, youre going to help them grow, engage and meet
their personal career goals.
Things got better, and Lepore thrived at Schwab. In 1995,
she helped pioneer the firms web-based stock trading,
which grew to 25,000 online accounts in just a few weeks.
Terry Pearce, a former executive vice president of Schwab
and co-author with the companys former CEO, Dave
Pottruck, of the book Clicks and Mortar, said Lepore was
a forceful presence at the company. Dawn has a good,
strong masculine streak in her that doesnt suffer fools
lightly, but she is also very thoughtful, Pearce
said. I think her training in music, her broad
interests, also helped her. She was very
well-respected.
Lepore was to spend more than 20
years at Schwab, and while there
she went through one of the
biggest workplace chal- He said,
Listen,
lenges for female execu-
tives: having a baby
while juggling a
full schedule. youre terrific,
Th at c a n
I believe in you,
but you have to
get better as a leader.
You have to let them
see youre human. I got
the message.
 certainly put
a female CEO
in the spotlight,
as happened when
Marissa Mayer gave birth
Ben Margot/AP Photo
last year, soon after becoming
CEO at Yahoo. Lepore, 44 years
old when she gave birth to her
son, Andrew, says that becoming a
parent is a very humbling experience.
It gives you a sense of humanity, you learn
from it, and you can bring that learning into the
workplace with you. Im a better leader because I
became a parent.
Lepore left Schwab for the leadership role
at Drugstore.com in 2004. She endured some
bumps in the road during her seven-year tenure
at the web-based pharmaceutical company.
Drugstore.com built an online store for Medco
Health Solutions and based its projections on
revenue from its partner. But Medco stumbled
badly, and by Lepores reckoning, Drugstore.
com lost 70 percent of its market cap in a single
day. That experience was also a lessonin the
importance of having a good relationship with
the company board.
A Transition
The sale of Drugstore.com to Walgreens left
Lepore in a good position, with $9.1 million in
stock and options on top of the $6.2 million salary
and other benefits she accrued between 2004 and
2009, according to The Seattle Times. She was a
board member of The New York Times and eBay.
Lepore could have retired, but she loved being a
CEO: Its what I do for a living.
I had to decide what to do next, Lepore says
now. For the first time in 30 years, I didnt have
a big operational job. Id gone right from Schwab
to Drugstore.com, reinventing myself along the
way. The good news is that it gave me time to
look around, and I saw that so much was
happening. Lepore says she loved her time at
Schwab, but leaving there opened new doors.
Its important to know when to move on,
she says. When its time to leave a company,
I think you know it. If you stop learning and
arent excited about what youre doing, if you
feel you know what the people around you
are going to say, or they know what youre
going to say, then its time to leave. You have
to ask yourself, Am I still growing?
Its equally important to know when
someone who reports to you should be let
go. Lepore doesnt make that decision lightly;
shes learned that loyalty is very important.
Its hard for me to give up on somebody just
because they may be going through a bit of a
flat spot. But finally you realize its time to let
someone go. If youre working around them,
if youre double-checking everything theyve
done, its time.
Challenges at Prosper.com
Lepores transition to Prosper found
her doing a lot of hands-on work. The
company is a startup, and I was doing a lot
of marketing to build traffic to our sites.
When I arrived, I could see what needed
to be done to improve operationsthere
was pattern recognition that I brought from
Drugstore and Schwab.
According to Prosper, the company has
seen 100 percent year-over-year growth in
dollars since 2010, and has seen average
returns of 10 percent over the past three
years. Its not profitable yet, but Lepore did
her best to get it there.
When working as a CEO, Lepore spends
most days in operational meetings. I make
sure everybodys engagedthat they under-
stand what our goals are. Im meeting with
and measuring people, making sure theyre
in the right jobsmeeting with the board,
meeting outside investors, bringing people
together. The idea is not to personally have
all the answers, but to bring people together
and make sure theyre on track.
Employee engagement is important to
her. People need to have context for whats
happening around them. The workforce
has to be getting feedback so people know
how the business is doing and where they
themselves are going. The more we engage
with employees, the more they understand
what were trying to achieve.
Some leaders are shooting stars, radiating
a lot of light in one highly visible position, but
then burning out. Carly Fiorinas tenure at
Hewlett-Packard comes to mind. Lepore has
survived in a series of demanding positions
because shes evolved as necessary to keep
herself relevant in rapidly changing times.
Its still not a level playing field, Lepore
says. There still arent many women on
boards or in CEO positions. Its harder for
women to get the big jobs. You have to prove
yourself, and I think Ive done that. S
Jim Motavalli is a contributor to The New
York Times, National Public Radios Car Talk,
PlugInCars.com and others. In the March issue
of SUCCESS, he wrote articles about bootstrap-
ping a startup and about websites that offer
crowdfunding opportunities.
SUCCESS APRIL 2013 71
 What the
Most Successful
People Do
Before Breakfast
A Guide to Making Over Your Morningsand Your Life
A
ccording to the National Sleep Foundations
2011 Sleep in America poll, the average 30- to
45-year-old claims to get out of bed at 5:59 a.m.
on a typical weekday morning, with 46- to
64-year-olds rousting themselves at 5:57. Yet many people
dont start work until 8 or 9 a.m. And by start work was 6 a.m. For instance, according to the interview notes
I mean show up at the workplace. When people are
frazzled from wrangling small children, battling traffic or
even standing in line for 20 minutes at Starbucks, its easy
to seize that first quiet stint at the office as unconsciously
chosen me time. We read through personal emails and
peruse Facebook and headlines totally unrelated to our
jobs until a meeting or phone call forces us to stop.
But mornings dont have to be like this. They can be
productive times. Joyous times. Times for habits that help
one grow into a better person. Indeed, before the rest of
the world is eating breakfast, the most successful people
have already scored daily victories that are advancing
them toward the lives they want.
At least thats my conclusion from studying time logs
and profiles in which high-achieving people talk about
their schedules. James Citrin, who co-leads the North
American Board & CEO Practice at the headhunting
firm Spencer Stuart, is often exercising by 6 a.m. He uses
72 SUCCESS
SUC
UCCE
CESS APRIL 2013
by Laura Vanderkam
that early-morning quiet to reflect on his most important
priorities of the day. One day a few years ago, he decided
to ask various executives he admired about their morning
routines for a Yahoo! Finance piece. Of the 18 (of 20)
who responded, the latest any of them was up regularly
Citrin later shared with me, Steve Reinemund, the former
chairman and CEO of Pepsi, was up at 5 a.m. and running
four miles on the treadmill. Then he had some quiet time,
praying and reading and catching up on the news, before
eating breakfast with his then-teenage twins.
As Ive been talking with people about their mornings,
the phrase I hear repeated is that this is the time I have
for myself. As Reinemund told me, I look forward to my
mornings. I cherish my mornings, my personal time.
Seizing your mornings is the equivalent of that sound
financial advice to pay yourself before you pay your bills. If
you wait until the end of the month to save what you have
left, there will be nothing left over. Likewise, if you wait
until the end of the day to do meaningful but not urgent
things like exercise, pray, read, ponder how to advance
your career or grow your organization, or truly give your
family your best, it probably wont happen.
If it has to happen, then it has to happen first.
SUCCESS
SU
UCC
CCE
CCES
ESSS APRIL
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2013
0 3 73
 A Matter of Willpower
We all have 168 hours a week, but not all hours are
equally suited to all things. I certainly noticed this when I
started tracking my time for my book on time management,
168 Hours. As I kept time logs, writing down what I was
doing as often as I remembered, I noticed patterns. Namely,
during normal business hours I would have one really good
burst of productivity in the morning, when I could focus
for 90 minutes or more on a single project. Later in the day
I became more easily distracted. Not only was I tempted to
click over to email or surf the web, but things started piling
up that I had to answer. I saw this on the time logs other
people kept for me as well. As the day went on, the time
spent on each individual task began to shrink.
I wondered if there were reasons beyond logistics that
mornings seemed to be made for getting things done.
It turns out there are. New research into that old-fash-
ioned concept of willpower is showing that tasks that require
self-discipline are simply easier to do while the day is young.
Roy F. Baumeister, a professor of psychology at Florida
State University, has spent his career studying this topic of
self-discipline. In one famous experiment he asked students
to fast before coming into the lab. Then they were put in
a room, alone, with radishes, chocolate chip cookies and
candy. As Baumeister and science journalist John Tierney
write in their 2011 book, Willpower: Rediscovering the Greatest
Human Strength, some students could eat what they wanted,
and some were assigned to eat only the radishes. Afterward,
the participants had to work on unsolvable geometry
puzzles. The students whod been allowed to eat chocolate
chip cookies and candy typically worked on the puzzles for
about 20 minutes, as did a control group of students who
were also hungry but hadnt been offered food of any kind.
The sorely tempted radish eaters, though, gave up in just
eight minutesa huge difference by the standards of labora-
tory experiments. Theyd successfully resisted the tempta-
tion of the cookies and the chocolates, but the effort left them
with less energy to tackle the puzzles.
74 SUCCESS APRIL 2013
What Baumeister and his colleagues took from this exper-
iment is that willpower, like a muscle, becomes fatigued
from overuse. This is a problem because, while we think of
our lives in categories like work and home, the reality is
that, as Baumeister told me, You have one energy resource
that is used for all kinds of acts for self-control. That includes
not just resisting food temptations, but also controlling your
thought processes, controlling your emotions, all forms of
impulse control, and trying to perform well at your job or
other tasks. Even more surprisingly, it is used for decision-
making, so when you make choices you are (temporarily)
using up some of what you need for self-control. Hard
thinking, like logical reasoning, also uses it. Over the course
of a day, dealing with traffic, frustrating bosses and bickering
children, plusmore insidiouslyelectronic temptations
that are as alluring as fresh-baked chocolate chip cookies, a
persons supply of willpower is simply used up.
There seems to be a general pattern that major self-
control failures and other bad decisions occur late in the
day, Baumeister says. Diets are broken in the evening, not
the morning.
In the morning, though, after a decent nights sleep, the
supply of willpower is fresh. Were more inclined to be
optimistic; one analysis of Twitter feeds from around the
world found that people are more likely to use words like
awesome and super between 6 and 9 a.m. than at other
times of the day.
Thats the argument for scheduling important priorities
first. But theres more to the willpower muscle metaphor.
A bodybuilder must work hard to develop huge biceps, but
then he can go into maintenance mode and still look pretty
buff. Similarly, Getting things down to routines and habits
takes willpower at first but in the long run conserves will-
power, Baumeister says.
Take, for instance, brushing your teeth. Most of us dont
stand there arguing with ourselves every morning about
whether we want to brush or not. Its simply a morning
ritual. Likewise, successful people turn high-value tasks into
morning rituals, conserving their energy for later battles
those annoying colleagues, traffic and other willpower sappers.
Through these daily habits, you make slow, steady progress
laying the foundation for happiness, health and wealth.
How to Make Over Your Mornings
From studying peoples morning habits, Ive learned that
getting the most out of this time involves a five-step process.
1. Track your time.
Part of spending your time better is by knowing exactly
how youre spending it now. If youve ever tried to lose
weight, you know that nutritionists tell you to keep a food
journal because it keeps you from eating mindlessly. Its
the same thing with time. Write down what youre doing
as often as you can and in as much detail as you think will
be helpful. Theres a spreadsheet you can download from
LauraVanderkam.com/books/168-hours or you can just use
a little notebook or Word document on your computer.
While you may be thinking specifically about your morn-
ings, try tracking a whole week (168 hours). The reason to
do this is that the solution to morning dilemmas often lies at
other times of the day. You may be too tired in the mornings
because youre staying up late. But if you look at how youre
spending your nights, youll notice that youre not doing
anything urgent or particularly enjoyable. Jon Stewarts show
can be recorded and watched laterpossibly while youre on
the treadmill at 6:30 a.m. Most of your colleagues wouldnt
expect an immediate response to any emails sent between 11
p.m. and 8 a.m. anyway, so why bother checking your inbox?
If youre spending time tidying the house, keep in mind that it
will just get dirty again the next day, but youll never get that
time back. If you cant sleep in a mess, try just cleaning your
bedroom, and close the doors to the rest of your home.
2. Picture the perfect morning.
After you know how youre spending your time, ask your-
self what a great morning would look like for you. For me, it
would start with a run (or perhaps sex at dawn, as a reader
of my blog suggested), followed by a hearty family breakfast
with good coffee; then, after getting people out the door,
focusing on a long-term project such as a book, plus writing
on my personal blog.
3. Think through the logistics.
The good thing about filling the morning hours with
important activities is that youll crowd out things that are
more time-intensive than they need to be. Give yourself 15
minutes for a shower and youll take 15 minutes; give your-
self five and youll be out in five. Unless, of course, your ideal
morning ritual is a contemplative shower, in which case stay
in there as long as you can. Map out a morning schedule.
What would have to happen to make this schedule work?
What time would you have to get up and (most important)
what time do you need to go to bed in order to get enough
sleep? Can you get to bed by that time? People who are used
to staying up late may find that counting back eight hours
from the time theyd like to get up suggests an improbably
early bedtime, but there are plenty of ways to wind down so
you wont toss and turn. Stop watching TV or checking email
an hour before bed (theres evidence that screen light can
interfere with sleep patterns). Make sure your room is dark
and a little cool. Wear earplugs if others are still up and about.
What would make your ritual easier? Do you need to set
your easel or your running clothes, sneakers and iPod next
to your bed?
Come up with a plan and assemble what you need, but
whatever you do, dont label this vision as impossible. Its easy
to believe our own excuses, particularly if theyre good ones.
For instance, maybe youre telling yourself that you cant use
your mornings to exercise because youre a single parent of
small children (or a single parent during the week, a chal-
lenge I sometimes face). But, for a moment, forget financial
constraints. Pretend you had all the money in the world and
list as many options as you can think of, which youll soon see
involve varying costs and degrees of difficulty. You could, for
SUCCESS APRIL 2013 75
 instance, hire a live-in nanny or au pair, or bribe a relative to
move in with you. You could hire an early-morning sitter on
the mornings you planned to exercise, or ask a relative or friend
to come over on those mornings. You could find a day-care or
before-school program with early hours, or a gym with child
care. You could buy a treadmill (new or used) and put it in your
basement in front of a television and run before the kids get up.
You could buy a double jog stroller and take the kids with you.
4. Build the habit.
This is the most important step. Turning a desire into a
ritual requires a lot of initial willpower, and not just for the
first few days. The first few days you have enough motivation
to move mountains at 5:30 a.m., but then, around day 13,
you begin to waver, and your bed will start to seem pretty
enticing. What should you do?
One answer is to start slowly. Go to bed 15 minutes earlier
and wake up 15 minutes earlier for a few days until this new
schedule seems doable.
Monitor your energy. Building a new habit takes effort, so you
want to take care of yourself while youre trying. Eat right and
eat enough, take breaks during your workday, and surround
yourself with supportive people who want to see you succeed.
Choose one new habit at a time to introduce. If you want
to run, pray and write in a journal each morning, choose one
of these and put all your energy into making that activity a
habit before you try something else.
Chart your progress. Habits take several weeks to establish,
so keep track of how youre doing for at least 30 days. In his
writings, Ben Franklin described how he scored himself for
practicing various virtues (temperance, modesty and the like).
Its an idea Gretchen Rubin ran with in The Happiness Project,
noting victories on her Resolutions Chart when she made
progress toward her goals. Once skipping a day feels like you
forgot somethinglike forgetting to brush your teethyoull
know youve got a habit and can take your ritual up a notch.
Also, feel free to use bribery at first. Eventually daily exercise
will produce its own motivation as you start to look better and
76 SUCCESS APRIL 2013
have more energy. But until then, external motivations, like
promising yourself tickets to a concert or a massage, can keep
you moving forward.
5. Tune up as necessary.
Life changes. Rituals can change, too. But thats OK,
because ultimately the amazing thing about mornings is
that they always feel like a new chance to do things right. A
win scored then creates a cascade of success, says Shawn
Achor, the author of The Happiness Advantage and a SUCCESS
contributing editor. Once your brain records a victory, its
more likely to take the next step and the next step. Believing
that your actions matter is how the human mind learns opti-
mismor to use a better word, hope.
The most successful people know that the hopeful hours
before most people eat breakfast are far too precious to be
blown on semiconscious activities. You can do a lot with
those hours. Randeep Rekhi of Colorado works full time in
a financial services firm. But by the time he shows up at his
office at 8 a.m., he has already worked out and managed a side
business, the website of his familys wine store, WineDelight.
com. I cringe to think about getting up at 5 a.m., but the
reality is Im rarely doing much of consequence after 10 p.m.
Whenever Im tempted to say I dont have time for something,
I remind myself that if I wanted to get up early, I could. These
hours are available to all of us if we choose to use them.
So how would you like to use your mornings? As with
any other important question, this one repays careful
thinkingspending time figuring out what is truly mean-
ingful to you. But once you decide, small rituals can accom-
plish great things.
When you make over your mornings, you can make over
your life. That is what the most successful people know. S
Reprinted from What the Most Successful People Do Before
Breakfast by Laura Vanderkam with permission from Portfolio,
a division of The Penguin Group (USA) Inc. copyright 2012 by
Laura Vanderkam.
 WRAPup

CLASSIC ROCKED
Some things are better seen and heard.
It looks like it belongs in George Jetsons living room, and in terms of features, thats not far off. The Woodbourne
Tabletop Music System from Polk Audio ($599; PolkAudio.com) is one of the most capable all-in-one home sound
systems weve seen. It streams music wirelessly from your iPhone, iPad, computer or via Bluetooth, and also acts
as the audio hub for your home theater system. And the Midcentury Modern-inspired simplistic design belies a phonic
beasttwo woofers, two tweeters and the powerful sound that built Polk Audios reputation.
Tim Gideon

77 SUCCESS APRIL 2013 SUCCESS APRIL 2013 77

WRAPup TECH

READY TO
ACTIVATE? by Tim Gideon
Youve survived another winter, and now its time to get
outside. April showers wont stop you, but the same isnt
always true for your gadgets. Check out these exercise-friendly,
outdoorsy essentials.

Otterbox Armor Series (Otterbox.com)

FitBit One (FitBit.com)
Slide this waterproof, key-size
$100 wonder into your pocket
each morning and itll wirelessly
sync your physical activity and
caloric intake with software and
apps to help you stay (or get) in
shape. Attached to a wristband
at night, it measures your sleep
patterns and doubles as an alarm
clock, pulsing to gently wake you.
This palm-size Abrams tank goes for $99.95 and
protects your iPhone or Galaxy more completely
than any other case availableits waterproof,
drop-proof, dustproof and crushproof. No match
for a volcano, though, sadly. More than just bulk,
the Armor series creates an O-ring seal (the same
type found on a scuba tank) and uses metal latches
to stay secure.

Spooners Headphones by BOOM

(BoomMovement.com)
M ag net ic hou s i ng de s ig n g ive s t he
Spooners tangle-free cable wrapping and
storage. Theyre water- and dust-resistant
and shock-tested, so they should be
able to handle your workout just fine.
Detachable buds secure and lock the $39.95
Spooners into place without entering the
ear canal, meaning you can better hear your
surroundingspretty important when
jogging or biking near traffic.
Liquipel (Liquipel.com)
It sounds too good to be true, but Liquipel is a
microscopically thin, transparent, waterproof coating
that protects your devices (especially those dropped in
the toilet). Send your handheld off to have the force-
field applied by the company, and youll get it back in
just a few days. Prices vary, depending on device and
your ZIP code, but coating an iPhone 4S would cost
$59 plus shipping, for example.

78 SUCCESS APRIL 2013


HIGH
& DRY
Electronics dont like water, yet
it seems paradoxically attracted
to our favorite gadgets. If your
apparatus goes swimming, turn off
the power and remove the battery.
Then try these last-ditch xes.
The Rice Trick: Place a cellphone
in a bowl of uncooked grains for one
to three days. The dry rice will draw
the moisture out of your phone if
youre lucky. Use a soft dry paintbrush
to clear away any dust residue from
the rice, replace the battery and say
a prayer.
Silica Gel Packs: Yes, those little
thingies that come tucked into a new
pair of shoes are basically moisture-
absorbers. But youll need a lot of
themenough to nearly ll a soup
bowl. Think of silica gel packs as the
ideal, but rice as the more practical
option, because you might already
have a bag of it in the house.
Kits: The $20 Dry-All Wet
Smartphone Emergency Kit basically
does the same thing as the rice and
the silica gel packs, but using the
companys proprietary drying beads
and an absorption chamber might
make you feel more condent than
rice will. Guaranteed to dry your
phone in 48 hours! (But, uh, theres
no guarantee itll turn back on, so
buyer beware.)
Hair Dryer: Are you kidding? You
drowned your phone and now youd
like to cook it, too? No. Please dont
try this method. And dont even
mention the oven or the microwave.
T.G.
ROAD TRIPPING?
Three Free Apps to Make Your Next Drive a Pleasure Cruise
Roadtrippers
Plot your route before you leave
GasBuddy
Not a new app, but no
Parkspot
To reserve parking in busy
and plan stops along the way, either
via your phone or Roadtrippers.
com. This iPhone app even signals
less essential. Using GPS,
this bad boy lists the best
deals on fill-ups near you,
urban areas, connect with
participating garages, valets
and lots to make reservations.
you to roadside attractions, like the on Apple, Android and Better yet, the innovative
Worlds Largest Cedar Bucket (in Windows Phone. time tracker ensures youll
Murfreesboro, Tenn., in case you pay only for the time you
didnt know). were actually parked, rather
than rounding up by the
hour. For Apple devices.
Josh Ellis
How to Hold a Facebook Contest
Play by the rulesand build your brand.
One of the fastest ways to engage potential customers is to reach them
where they liveon social media. Natural snack-maker Funleys Delicious
serves as a case in point for promoting new products and building brand
awareness. The young company used Facebook for limited-time giveaways
(boosting fans from 288 to 17,663 in 24 hours). Then 8,000 of those fans
participated in a Funleys contest held on Facebook.
The company knew to set up its contest under strict Facebook rules (find
them with an online search for Facebook promotion rules), which require an app to administer
the contest. Most companies turn to a third party for the app, with providers including Wildfire,
starting at $5 for setup and 99 cents a day during the contest; and Strutta, $99 per month for basic
package or $199 monthly for a Plus version that adds the ability to host photo and video contests.
The marketing company Constant Contact offers a Facebook contest app to its subscribers, too.
In addition to the app, Facebook requires that you advise all entrants that Facebook is not liable
and not even involved in the contest.
In designing your contest, youll probably want to follow Funleys leadand a Facebook best
practiceof promoting brand awareness by awarding a relevant prize, meaning a product or
service your company sells. After all, many people will enter a contest to win an iPad, but that
doesnt prompt them to buy from you.
Facebook also recommends buying ads on its website to promote your contest.
Betsy Simnacher
SUCCESS APRIL 2013 79
WRAPup BOOKS
GREAT NEW READS
Nice
Companies
Finish First
Why Cutthroat
Management Is Over
and Collaboration
Is In
by Peter
Shankman with
Karen Kelly
April
Palgrave Macmillan; $25
Despite the slightly misleading
titlecollaboration has long been a
component of managerial style and
graduate-level business coursesthe
author effectively argues that the era
of the authoritarian my way or the
highway CEO is on its way out.. Peter
Sh ank m an, founder of The G eek
ations,
Factorya boutique public relations,
marketing and social media firm irm
makes the case that to be successfulessful
in the age of transparency and social
media scrutiny, leaders must create eate a
espect,
corporate culture that celebrates respect,
pride, loyalty and collaboration. And if
sential,
showing employees respect is essential,
wooing the customer is critical. al. As
proof, Shankman recaps the stories ries of
well-known corporate good guyss such
appos
as Jet-Blues Dave Needleman, Zappos
Tony Hsieh and Patagonias Yvon
Chouinard, and he gives examples of
the fallout that results when a company
disregards or undermines consumers
tr ust. Sh ank m ans breakdow n of
the nine key traits of a successful
leader is especially valuable, giving
both newbie and seasoned bosses
a chance to review and retool their
managementstyles.
80 SUCCESS APRIL 2013
by Margaret Jaworski
The Art of Doing
How Superachievers Do What They Do and How
They Do It So Well
by Camille Sweeney and Josh Goseld
January
Plume; $16
Whether youre just starting out on a quest to fi nd
your true calling, looking to improve your skills, or ready to
reinvigorate, reinvent or jump-start your entrepreneurial venture, this
refreshing collection of practical advice from three dozen successful
superachievers is the perfect primer and motivator. Authors Camille
Sweeney and Josh Gosfi eld interviewed a distinguished group of successful folk
and distilled each interview into 10 important points. These superachievers cover a
delightfully diverse array of pursuits, from how to produce a Broadway hit to nego-
tiating a hostage crisis to a modern take on how to win friends and influence people.
Famed culinary darling David Chang offers his best advice on How to Open a Great
Restaurant (and Stay in Business), while crisis public relations guru Michael Sitrick
reveals How to Rehabilitate a Bad Reputation, and PIMCOs Bill Gross shares his
secrets on How to Start a Startup. This book is like eavesdropping at a dinner party,
which is exactly what the authors intended.
Your Survival Instinct
Is Killing You
Retrain Your Brain to Conquer Fear, Make Better
Decisions and Thrive in the 21st Century
by Marc Schoen, Ph.D.
March
Hudson Street Press; $25.95
Stress. Its a small word that packs a big punch. And our ability to handle it seems
to be diminishing, says Marc Schoen, an assistant clinical professor of medicine at
the UCLA Geffen School of Medicine. Schoen, author of When Relaxation Is Hazardous
to Your Health, explains why our limbic system, the area of the brain that triggers the
fight-or-fl ight response, is in overdrive and how we can dial it back to a manageable,
civilized level. With minimal medical jargon, Schoen explains the relationship
between our inner survivalist and the external forces that lead to overstimulation
and agitation. For example, one effective way to control anxiety is to exercise
our Discomfort Muscles, so were better able and more accustomed to tolerating
uncomfortable situations. To that end, Schoen provides exercises and techniques to
tame the anxiety monster and the mayhem it causes. Relief is in sight.
From Smart to Wise
Acting and Leading with Wisdom
by Prasad J(aipa and Navi Radjou
March
Wiley; $27.95

Intuitively, we know there's a difference between

intelligence and wisdom. We know that a person can
be extremely intelligent without being particularly wise. So
how does a smart leader develop his inner King Solomon? In their new
Blindspot
book, Prasad Kaipa, a CEO adviser and coach, and Navi Radjou, a strategy consultant
and fellow at Judge Business School, University of Cambridge, identify six "areas of
Hidden Biases of Good
capability" that all leaders exhibit. These areas are perspective, action orientation, role People
clarity, decision logic, fortitude and motivation. The difference between smart and by Mahzarin R.
wise leaders, the authors contend, is how they approach or exercise these capabilities. Banaji and Anthony G.
Wise men and women don't look at the world through rose-colored glasses and
Greenwald
aren't "likely to be attached to any ideology," they write. From Smart to Wise lays out a
path to wisdom that borrows from spiritual and secular concepts. Although the turns February
and twists are sometimes confusing, the authors present Delacorte; $27

an intriguing approach to leadership in the 21st century.

Any one who's t a ken a standardized test
has probably encountered a "mindbug," a
kind of visual or cognitive dissonance that
alters the way we interpret information. A

The Happiness Advantage prime example is t h at ubiquitous "which

geometric shape is bigger than the others"
Book, Workbook and CD Set question. We perceive that one figure is
by Shawn Achor -..--

bigger based on faulty thin king, when in

january fact all are equal. That's a mindbug. In
SUCCESS Partners; $49.99 our daily lives, mindbugs can play a more
onerous role, influencing our unconscious
Judy Garland's character in the Wizard of Oz got it wrong when she thought happiness___::,_____. or sub conscious attitudes toward certain
lay unattainably "over the rainbow," Shawn Achor argues in his first literary effort, 2010's people, races and ethnic groups. In Blindspot,
The Happiness Advantage. Citing studies he and Harvard colleagues conducted that Harvard professor and psychologist Mahzarin R.
revealed proven habits for boosting contentment, Achor maintains happiness-because Banaji and University of Washington sociologist
it improves motivation and brain function-leads to success, not the other way around, Anthony G. Greenwald invite readers to take
as is commonly assumed. While explaining each technique neurologically, Achor avoids a series of tests designed to reveal the buried
the language of academia, keeping this 210-page book digestible. Re-released this year, biases that belie our conscious convictions. The
the original book is available as part of a boxed set, with a 70-minute audio CD featuring results of these tests will probably surprise and
well-known achievers explaining their own paths to happiness, and a terrific paperback perhaps dismay readers who firmly believe
workbook that coaches readers on adopting the elemental habits of happiness. The they are free of racial and ethnic stereotyping
workbook's 21-day challenge is designed to increase self-worth, creativity and gratitude, and intolerance. The authors admit they have
and to make them second nature. In the process, the individual can redirect stress and no antidote for these mindbugs, but surely the
negativity into something more useful. first step is to bravely face our biases so we can
-josh Ellis begin to alter our conscious responses.

SUCCESS APRIL 2013 81

WRAPup NUTS & BOLTS
What Price Is Right?
Pricing your products may not be rocket
science, but it is a science of a sort. Setting
your prices too low will impact your profit
margins. Charging too much can drive
potential customers away.
First things first: You need to figure out
how much it costs to operate your busi-
ness. That includes fixed costs such as
rent and variable costs such as utilities and
SPRING
Cleaning
Get rid of the unnecessary and get down to business.
Its time to shed the excess so you
c a n acce s s t hos e i mpor t a nt item s
quicklyand focus on whats truly
i m p o r t a n t . Yo u r d e s k s , s t o r a g e
systems, bookshelves, fi ling systems,
email and computer fi les could prob-
ably use a thorough de-clutter ing.
But what to keep and what to purge?
Streamline decision-making by asking
yourself these questions:
82 SUCCESS APRIL 2013
BUSINESS 101
marketing expenses. These are considered
general and administrative costs. Whether
you sell or manufacture products (or
both), list all the costs (materials, supplies,
equipment, etc.) that go into making or
purchasing your goods. These are the cost
of goods sold. From that number, deter-
mine what each item costs you to make (or
buy), which is your per-unit cost of goods.
Have I used this lately?
Will I use it anytime soon?
Will it help me achieve my goals?
Do I have similar items that
workbetter?
Can someone else get more benefit
out of this than I can?
Whats the worst that could happen
if I get rid of this?
Subtract that figure from what you charge
per item, and thats your gross profit. But
dont stop there.
You also need to consider how much your
competitors charge for similar merchandise.
Rather than trying to beat the competition
by offering lower prices, it might make
more sense to offer something extra. This
could be something as simple as free gift
wrapping. Recent surveys show consumers
are looking for value, but they understand
the concept of you get what you pay for.
Be flexible with your pricing structure.
Experiment with prices and see what
works best. To ensure your prices are
current, regularly monitor the market-
place and pricing trends in your industry
and region.
Rieva Lesonsky, CEO of GrowBiz Media
and SmallBizDaily.com, former editorial
director of Entrepreneur magazine, and
author of best-selling small-business books
Read more from
Laura Stack
SUCCESS.com/
stack
You c a n be re a son ably c aut iou s
about what you keep, but Id rather
have you err on the side of tossing too
much than not enough. Take a deep
breath and follow my mantra: Reduce,
reduce,reduce!
Laura Stack, personal productivity
expert, speaker and author, whose latest
book is What to Do When Theres Too
Much to Do
 ITS TAX TIME
NOT-SO-HAPPY
RETURNS
Avoid these blunders and streamline your taxes.
The Internal Revenue Service has posted the top dumb (my term, not theirs)
mistakes taxpayers consistently make on returns. The IRS often will correct small
mistakes, but its best to avoid them in the fi rst place to receive your refund as
quickly as possibleand attract less scrutiny from the taxman.
You may overpay if you dont apply the lower rate of 15 percent to any quali-
fi ed dividends or long-term
capital gains you earn. If you
forget to treat this income
differently, the IRS will recal-
culate these items.
In figuring out the amount
of income tax due, many of us
get the number wrong. Either
we enter the w rong filing
status (Single, Married Filing
Jointly, Head of Household,
etc.) or calculate the amount
i ncor rect ly ba s ed on our
taxable income.
Self-employed taxpayers
often forget to report half of
their self-employment tax on
the form (or fi ll in the wrong
numb er). Th i s force s t he
IRS to change the Adjusted
Gros s I ncome s ect ion on
thereturn.
Business owners often enter
the wrong amount of business
income or business loss on the
Schedule C or C/EZ form.
One way to reduce taxes
is to list your dependents in
the section where you claim exemptions. Many fi lers forget to put in the depen-
dents Social Security number, a simple mistake that will get the attention of
theIRS.
Those with low to moderate wages may want to take advantage of the Earned
Income Tax Credit, which gives you a dollar-for-dollar deduction against your tax
liability. Be aware, however, that the taxpayer or spouse has to be between 25 and
65 years of age to qualify.
Steve Pomeranz, certified financial planner, host of On the Money on select National
Public Radio stations and managing director of United Capital in Boca Raton, Fla.
The ART
of the Nap
Nature had not intended mankind to
work from 8 in the morning until midnight
without that refreshment of blessed oblivion
which, even if it only lasts 20 minutes, is
sufficient to renew all the vital forces. So
proclaimed British Prime Minister Winston
Churchill, who kept a bed in the Houses of
Parliament and said napping was key to his
leadership during World War II.
Among other power nappers who have
elevated snoozing to a science are Einstein,
Edison, Napoleon and Reagan. Now add to
that list Kawamura-Ganjavian, the design
duo behind the Ostrich Pillow that creates
a micro-environment in which to take a
comfortable power nap in the office, traveling
or wherever you want.
Call it silly-looking and impractical (think
about your hair!), but 1,846 people cant
be wrong. And thats just the number who
bought into the idea, literally, investing
almost $196,000 through Kickstarter (almost
triple the $70,000 requested). For $30, you
can check out the Ostrich Pillow for yourself
at Ostrich-Pillow.com.
Lisa Ocker
SUCCESS APRIL 2013 83
SUCCESS Foundation

After-School Special
SUCCESS for Teens enhances a Boys & Girls Club
program in California.

by BETSY SIMNACHER

The Boys & Girls Club of El Sobrante, Calif., offers young The Boys & Girls Club and SUCCESS for Teens agendas
people a 14,000-square-foot facility where they shoot baskets, use fit together easily without overlap. SUCCESS for Teens gives us
computers, get homework help, p, and do arts and crafts after school. more depth to our programming, Zeier says. I like SUCCESS
It is also a place to discuss for Teens because it really helps flesh out the philosophy, the
dreams, problems and attitude, the habit part of things
life in general. that you need to have in
Th ats where t he o
order to be successful.
SUCCESS Foundations I think it really meshes
S UCC E S S for Te en s w with our other action-
well
program comes in. Like b
based programs that are
ot her B oy s & Gi rl s a little bit more based in
Clubs, El Sobrantes do this, do that and get
programs include this done. They work very
the 10-week Career welltogether.
Launch and College SUCCESS for Teens is
B ou nd i n it i at ive s . a self-contained program
These are particularly centered on the SUCCESS
v ital because each f o r Te e n s b o o k f r e e
day the club serves to qua lif y i ng prog ra m s.
some 150kids whose Members of Boys Written in kids own voices,
& Girls Club of
families have strug- El Sobrante it inspires teens to fi nd and
gled with violence, develop leadership qualities
gangs or drugs. After SUCCESS for Teens supporter Don Kirby of within themselves. While it isnt nt designed specifically to moti-
True Life Cos. introduced the clubs executive director, Billy Zeier, vate kids to stay in school, thats a message that naturally flows
to the foundations curriculum, Zeier immediately grasped the from the emphasis on character and achieving personal goals. A
programs value in encouraging kids to set life goals. SUCCESS for facilitators guide like the one Zeier used can help ignite mean-
Teens provides ways to engage kids in thought-provoking discus- ingful group discussions.
sions, helping them create a plan to achieve their goals as well as As supporters such as Kirby spread the word about the SUCCESS
resist peer pressure to engage in harmful or illegal behavior. for Teens program, organizations that work with at-risk kids find its
So when Zeiers staff asked kids, What does success mean messageswritten by young peopleto be relevant and exciting.
to you? they were taking a page out of the SUCCESS for Teens The nonprofit SUCCESS Foundation funds the program, distributing
facilitators guide. materials in print, audio and online at SUCCESSFoundation.org. You
We just started a conversation so we could start fleshing can help with a tax-deductible donation; as little as $25 can sponsor
out some of the things that they wanted to be when they grew an entire classroom. For other details, visit the website. S
up, Zeier says. This is really important, because sometimes
kids, especially at the teen age, are starting to get a little For more information about the SUCCESS for Teens program, contact Leah
bit more aware of who they are and their abilities. Theyre McCann of the SUCCESS Foundation (SUCCESSFoundation.org) at 940-497-
trying to figure out whats going to work for them when they 9700 or LMcCann@SUCCESSFoundation.org. Donors and leaders using the
getolder. program can contact McCann to be featured in the magazine.

84 SUCCESS APRIL 2013

Three Truths for You are SMARTER,
Highly-Paid Experts more experienced,
By Brendon Burchard, #1 New York Times bestselling
author of The Millionaire Messenger and more helpful
1. Who you are, what you know, and the advice
you have for others has greater importance and
than youre being
market value than you ever dreamed. paid for. Its time
2. You are here to make a difference. The best way
to do that is to use your knowledge and to monetize what
you know online.
experience (on any topic, in any industry) to
help others succeed.

3. You can get paid for sharing advice and how-

to information that helps others succeed, and in
the process you can build a lucrative business and
a profoundly meaningful life.
If any of this sounds unbelievable, then its probably
because youve never heard of the highly-profitable
experts industry.
The experts industry is a community of people who
share their advice and knowledge with the world and
get paid for it. These are people who have packaged
their successes, research, or life story into advice for
others and thus have become experts on a given
topic. They teach others how to live a better life or run
a better business. They create content and courses
online, along with coaching programs and live events,
and they offer them to the public for high prices.
In my case, I have books, DVDs, audio programs,
online video courses, seminars, and coaching
programs. I teach and coach people on how to succeed
more in their lives and careers. I do this from home and
I make millions of dollars doing it. Id like to show you
how. Check out my free videos here:
Meet Brendon. He
has less life and
work experience
than you do. Hes a
pretty simple guy
from Montana, but
hes figured out how
to monetize what he
knows online. Brendon works from home
and has made over $10,000,000 in sales
from his video courses, books, events, and
online programs. He doesnt have a fancy
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TURN YOUR KNOWLEDGE INTO POWER
10 Actions You Can Take Right Now

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BEFORE TENSION TRICK ITS TIME HELP OTHERS ARE YOU
BREAKFAST Shawn Achor TO GET REAL & YOURSELF MOBILE YET?
Follow the lead of high suggests you think, As you make a Write down the names If not, start the x
achievers: Starting Stress is a challenge, change in your life or of two organizations today. Be sure to
tomorrow, set aside not a threat, every business this week, in your eld now. prominently display
time every morning time you check set improvement (not Tomorrow, ask to assist your business location,
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6 7 8 9 10
ROAD-TRIP BUILD YOUR WHY WAIT? GET IT CLEAN AND KEEP
REMEDIES FAN CLUB Peter Diamandis Youre more productive ITCLEAN
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88 SUCCESS APRIL 2013

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