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Inside Trump University -------------------------------------------------------------------------------This Issue: E-learning is the future and the future is nowIssue 44E-Learning Is the Future and the Future Is Now by Michael Sexton If you ask 10 people to name the greatest business thinker of the last century, I am willing to bet that at least eight of them, and maybe all 10, will pick Peter Drucker. There's a very good reason. Drucker invented the modern science of management in 1954 when he wrote The Practice of Management. When he later wrote The Effective Executive in 1965, he set the course for thousands of books about executive excellence that followed. Drucker consistently anticipated the future - an ability that stayed with him undiminished until he passed away last year at the age of 95. In the year 2000, Drucker predicted that the Internet would become the most important teaching tool of the 21st Century. You can read his prediction in the 2000 Forbes cover story, "Webucation is the Next Great Growth Opportunity." People are only now grasping his vision of electronic learning. Let me share with you some of Drucker's reasons for believing that Internet-based education ("Webucation," to use his term) was poised to become the most powerful learning tool ever devised by mankind: Every student enjoys the equivalent of a one-to-one teacher-student ratio. The student can learn at any time, in any place. Online learning is far more time-efficient and cost-efficient than classroom learning. A student can replay the course material as often as needed until learning is complete. Page 1

Untitled Graphics, pictures and other resources make Webucation far more effective than classroom teaching. Internet learning meets a critical need, since contemporary people can no longer afford to stop learning once they earn a degree. Webucation allows successful people to keep learning throughout their lives. Six years later, Peter Drucker's prediction is coming true at Trump University and other institutions. We only need to listen to the words of a Trump University student like Pat Lathouris from Amityville, New York, who described online learning this way: "Trump University has so many advantages over other programs. The hands-on lessons are great. They simulate working situations in the real world. The online capabilities and the ability to access the courses from anywhere make learning time flexible - a huge advantage." Peter Drucker was right, again. Online learning truly is the future - and the future is now. Michael Sexton is President of Trump University. Editor's note: Be sure to investigate all the great self-instructional courses available to you at Trump University. Michael Sexton is President of Trump University. Love Your Competitors by Don Sexton Competitive wisdom from the new book, Trump University Marketing 101 Treasure your competitors. Accept the fact that you need them. They keep you tough. Your competitors really are good for you, provided that you deal with them strategically and wisely. If you answer these four questions carefully about your competitors, you will become vastly more competitive and successful in the marketplace: 1. Who are your competitors? Sometimes it is obvious who your competitors are. For example, you run a landscaping service and there are other landscapers in your area. But far more often, it takes work to tell who your competitors are, or who they might be in the future. Bear in mind, a competitor is simply any organization that can satisfy the needs of your customers, either now or in the future. One simple way to identify your competition is to talk to your customers about who is marketing to them and to pay attention to the marketing messages that are being directed at you. 2. What do they want? Different competitors have different business objectives. One might be looking for short-term profits, another trying to build long-term market share. Watch your competition carefully. Read about them in the media, visit their Websites, review their annual reports, and do everything you can so they don't catch you sleeping. 3. What can they do? You need to decode your competitors' strengths and weaknesses and use them to plan preemptive marketing strategies. If you own a restaurant, for example, does a competitor have a great chef, a source of low-cost food or another competitive advantage? If so, you probably need to do something that hey are not doing to gain a competitive edge, such as adding health-conscious entrees or becoming more kid-friendly. But you can only make those strategic decisions when you know what the "other guy" is doing. 4. What will they do? You need to be able to predict, with some certainty, what your competitors will do in the future. In most cases, that means analyzing what they have done in the past and generating a number of possible scenarios for what they might do next - then deciding which of them are most likely to occur. If you are a realtor with another competitor across town, for example, might that competitor steal some of your agents or start selling more upscale properties? Try to put Page 2

Untitled yourself in their shoes and determine what you would do if you were in their position. As you answer these questions, don't forget the power of personal observation. Go to your competitor's locations. Buy their products or services. Ask your customers to tell you how well your competitors are meeting their needs. If you can understand what your competitors are likely to do, you have gained critical competitive intelligence. So hard as it may seem, you really should love your enemies. Donald Sexton, PhD, is an instructor for Trump University in marketing and sales. He is also Professor of Business at Columbia University and President of The Arrow Group, a leading marketing consulting group. Dr. Sexton teaches The Marketing Mastery Program at Trump University. The Raw Passion of the Entrepreneur by Beth Polish Life-changing insights from The Entrepreneurship Mastery Program I have the privilege of being Trump University's instructor for The Entrepreneurship Mastery Program, the new class that met for the first time this week. In a moment, I will share a truly remarkable quote from Amy Frankel, the guest lecturer for our first session, Understanding the Entrepreneurial Mindset. But before I tell you what she said, let me tell you about Amy. For more than 20 years she worked in marketing for major corporations, working her way up to several marketing directorships. She then left to work for advertising and marketing agencies so she could master that side of the client/agency relationship. Finally, she and her partners founded TAG Creative, a brand communications agency in New York City. That was five years ago. How well has TAG done? Let me just say that their client list includes Bausch & Lomb, Cosmopolitan, Coty, Hearst Corporation, Liz Claiborne, L'Oreal, Maybelline and Movado. Her company's annual earnings stand at about $5 million, which is incredibly impressive when you consider that only a few more than 275,000 of the 10.6 million U.S. companies that are owned by women generate as much as $1 million. Amy is an extraordinary and successful entrepreneur, so when I asked her to lecture to my class, I expected her to explain skills that entrepreneurs need to start a business. Instead, I heard a statement about pure passion - a passion of a very unusual kind. I was blown away, and I think that my students were too. Let me share some of Amy's words with you: "I had entrepreneurship in my blood and my spirit . . . I always ran my businesses like an entrepreneur, even when I was working for someone else. I always felt like a puppy on the end of the leash. There were things that I just had to run my way. "While my partners and I were working for different agencies, we were always having a conversation that went, 'What would this be like if we were doing this our way? How would this be an expression of who we are, why we come to work, how we want to be treated and how we want to treat people?' "In the corporate world, I often felt that I was much more of a champion of the people who worked for me than I was a champion of the company to them . . . and that was one clue that I needed to become an entrepreneur. It was about creativity, values, doing things my own way. But it was also about having my work become an expression of me . . . to have a sense that I am in my own skin, that I am doing what I am meant to do. When you become an entrepreneur, you are not fitting yourself into someone else's suit. You know it is the right thing for you." Page 3

Untitled I hope you agree with me, that those are inspiring sentiments. Let me share some news about upcoming sessions of my class, which I know will be just as exciting: Session Two: Market and Industry Analysis. Tim Goertel, a world-class thinker who runs strategy for ReedExpo, the leading trade show company, will explain how to gauge the potential of a new business idea. Session Three: The Customer and Competition. Don Sexton, a highly respected Trump University instructor, will help students master the skills to do business in today's ultra-competitivand the founder of e marketplace. Session Four: Marketing and Branding. Nancy A. Shenker, a visionary marketer and founder of theONswitch, will explain how to cut to the heart of marketing and branding. I believe that in these sessions, we will hear ideas just as inspiring as Amy's. As that happens, I will report them to you here. Trump University instructor Beth Polish teaches The Entrepreneurship Mastery Program. Ms. Polish, who received her MBA from Harvard Business School, has held senior management positions in diverse industries including media, finance, private investment and technology. She serves on the National Advisory Board of the Women's Leadership Exchange and conducts seminars around the country as a WLE "growth guru." Beth Polish is an instructor for The Entrepreneurship Mastery Program at Trump University. Ms. Polish, who received her MBA from Harvard Business School, has held senior management positions in diverse industries including media, finance, private investment and technology. She serves on the National Advisory Board of the Women's Leadership Exchange and conducts seminars around the country as a WLE "growth guru." Previous IssueNext IssueInside Trump University Home About TrumpU Instructors Philosophy Success Stories Trump Insider Newsletter Course Catalog Store Privacy Policy FAQ Contact Us Facebook Facebook Twitter Twitter LinkedIn LinkedIn YouTube YouTube Copyright 2010 Trump UHACKER SAFE certified sites prevent over 99.9% of hacker crime.

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