This is because their passion is being directed to the wrong applications, he says.

Most people, he observes, are dispassionate and broken down by their competition and the world. How does this apply to your day to day business? It begins, Abraham says, with a shift in focus. Says Tony Robbins: вЂњHeвЂ™s the one who taught me to fall in love with my customers, not my products and services.вЂќ Highly placed contemporaries of Abraham applaud the strategy. вЂњMy own desire is to be known worldwide as the most generous benefactor to the growth-oriented, beleaguered and deserving entrepreneurs who donвЂ™t have anyone to be their sword and shield.вЂќ The majority of small businesses could not afford his programs (seminars range from $5,000 to $25,000), but he notes that investing in these companies through the sharing of strategy and wisdom allows them to add more value to society. As an aside, as a marketing master who has been serving organizations ranging from startups to the largest corporations since his emergence in the 1970s, this strategy has been key to his own success.В вЂњWe give more when we give with purpose,вЂќ he says. So therein lies your task, Abraham notes. вЂњWhat can I do what can I say to create so much value for my recipients, and reciprocally for the people they serve that is so irresistible they simply have to take note?вЂќД«ut no two people have the same definition of value. Instead, learn to think through the recipientвЂ™s eyes. The single secret to genuine preeminence, he says, is to вЂњthink differently.вЂќ Forget the burning need to вЂњtell our story,вЂќ вЂњshout louderвЂќ and impress readers and viewers with varieties of shock and awe. Of all the desires and approaches executives attach to their public relations-вЂњWe need to tell our story! I want awareness! When somebody looks up our category, I want my companyвЂ™s name to appear firstвЂќ-Abraham teaches a fundamental truth.

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