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I am reading a fabulous new book by Dr John Eliot, entitled "Overachievement… The new science of working less to accomplish more".

Great read – highly recommend you go to Amazon or B&N to get a copy.

What I love about it is that it breaks almost ALL the rules you have heard until now.

Set goals.

Visualize.

Relax.

See the outcome.

Get "in the zone".

These are tips you have heard until now. According to Dr Eliot… "all utterly, hopelessly, wrong."

His credentials are impeccable – and his advice worthy of listening to.

The book goes in to explain why those who reach the pinnacle of their games (think Tiger Woods, Michael Jordan, Deion Sanders – to name a few) do none of the above as part of their daily ritual.

In fact, the set one big dream and focus in on only that. I am not going to get into the details on what exactly I mean here – or how you do it yourself – buy the book and learn it from the master.

I bring this up because I now see why so many businesses fail miserably in their advertising.

They have no big dream here.

They run about frantically testing ads – sending out direct mail campaigns – doing email blasts – optimizing for search engines – and HAVE NO CLUE what the purpose is.

They are focused in on exact conversion numbers – exact sale numbers (which Dr Eliot also shows you is the recipe for mediocrity).

You must design a grand vision for your company – and for yourself. Everything else falls into place when you have that vision permanently etched into your brain.

The how – why – when, etc – you can find in this book.

I will share this: I see this book as the stepping stone to a life-altering change in the way you run your life and business… it truly is THAT GOOD.

Yes, it breaks all the "rules" you have so commonly heard in other books and tape sets.

But when you sit back and think about it – those rules are designed to help you get from failure to mediocrity… not to the point of exceptional success.

And if exceptional success in life and business is your goal – get a copy of the book.

Then apply those same strategies to your marketing and advertising efforts.