1. Initial Conflict Bad Home Bad Kid College Failure Business Failure

2. Initial Conflict Bought “Get Rich Quick” (this demonizes competition and creates common enemy of “them”) Sold “Get Rich Quick” (damaging admission)

3. The Bottom Sued by FTC for “get rich quick” Lost all money. $100K in debt. No list, no reputation, no money. (Can be used to bond with those in similar situation.)

4. Turning Point Decided to study actual proven masters. Had to have proven track record. 10 years +. Not just “make money”. (Position against competition. Anchor self as master. Decided to commit to real marketing instead of gimmicks. (Position against common enemy)

5. Turning Point Invested money I didn’t have to buy rare marketing courses. (Kennedy, Abraham, Halbert, Hopkins, Collier, Ogilvy.) Committed to following their teachings to the letter - no “shiny objects” (positions against competition.)