This report is designed to provide accurate and authoritative information to assist you in building your business.

We are not engaged in rendering legal, accounting, or other professional services by publishing this report.

If any such assistance is required, the services of a qualified financial professional should be sought. The author
will not be responsible for any liability, loss, or risk incurred as a result of the use and application of any of the
information contained in this guide.

While the author has made every effort to provide accurate telephone numbers and Internet addresses at the
time of publication, the author assumes no responsibility for errors or for changes that occur after publication.

Please assume responsibility for your own thoughts and actions.

Copyright © 2010 by Gary Spirer

All rights reserved. No part of this publication may be reproduced or transmitted in any form or by any means, electronic, or
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Published by:
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Austin, Texas
Website: www.StepsTo.com
 7 STEPS TO WEALTH:
THE WINNING FORMULA REVEALED
TABLE OF CONTENTS

INTRODUCTION ..............................................................................................................................1
WARNING: This is not a report you would expect ................................................................................1

PART I
START BUILDING ASSETS TO GET BACK ON
THE RIGHT TRACK TO FINANCIAL INDEPENDENCE ................................................3
My Struggle: The Great Depression Revisited ........................................................................................4
Why I Gave Up My Dream…Temporarily ....................................................................................................4
The Winning Formula Revealed ....................................................................................................................5
My Lonely Entrepreneurial Days…My Struggles Continued ..................................................................7
Success — The Holy Grail…What The Winning Formula Did For Me ................................................8
Why The Richest 1% Own Asset(s) From The Very Beginning, Not Liabilities ................................9
Why You Must Build A Special Type Of Asset: The Golden Goose..................................................9
Discover The Secrets To Wealth That Makes The Winning Formula Possible ..............................11
How The Richest 1% Got There. Is It Luck? ........................................................................................15
How To Find, Create And Build A Golden Goose ................................................................................17
Another Major Insight That Will Change Your Business and Investments for the Better ....................19
More Secrets To Financial Independence And Personal Freedom Revealed ................................20

PART II
BEGIN YOUR BUSINESS AS IF YOU WERE SELLING IT,
TO GET INVESTORS, BUYERS AND JOINT VENTURE PARTNERS ................22
The 7 Steps to Wealth Is: The Winning Formula ................................................................................23

STEP 1: IDEA ................................................................................................................................................24

It All Begins And Ends With Your Huge Tipping Point Idea................................................................24

STEP 2: DESIGN ............................................................................................................................................25

The Right Design Elements Turns Your Idea Into A Business That Works For You ......................25
 STEP 3: DISCOVERY ....................................................................................................................................26
Find Your Competitive Advantage To Get Customers And Investors ..............................................26
Attract Investors With Your Competitive Advantage And Analysis ....................................................27
Define Your Unique Selling Proposition....................................................................................................28
Use Your Unique Selling Strategy To Avoid Costly Errors ..................................................................29
Large Gross Margin = Competitive Advantage......................................................................................30
Make Sure You Have Production Capacity..............................................................................................31
How To Make Your Delivery System Reliable..........................................................................................31
How To Make Cost A Competitive Advantage ......................................................................................32
The Major Advantages To Being Customer-Focused............................................................................32
How To Put The Right Systems In Place ................................................................................................33
How To Create A Stakeholder Advantage ..............................................................................................33
How To Build A Glowing Market Reputation ..........................................................................................33
How To Take Advantage Of The “Network Effect” ................................................................................34

STEP 4: DEVELOPMENT ............................................................................................................................35

Keys To Translating Your Idea Into Reality................................................................................................35
How To Develop A Prototype That Works ..............................................................................................37

STEP 5: PRE-LAUNCH ................................................................................................................................39

Test, Test, Test And Be A Success Right Out Of The Gate ..............................................................39
Don’t Make Your Customers Guinea Pigs ..............................................................................................39

STEP 6: LAUNCH ..........................................................................................................................................41

Reap the Rewards of Your Preparation ....................................................................................................41

STEP 7: POST-LAUNCH ..............................................................................................................................42

Get Repeat Sales By Being Customer-Centric ....................................................................................42

IN CONCLUSION ........................................................................................................................43

Join an All-Star Expert Faculty to Discover the Powerfully Proven 7-Step Method ALL
Successful Brands/People Use to Launch YOUR Idea, Product and Business For Fast &
Predictable Profits at the 7 Steps To Launch Conference in Vegas Feb 11, 12, 13, 2011!
Speakers include Brian Tracy, Barbara De Angelis and Rick Frishman.
 INTRODUCTION

WARNING:
This is not a report you would expect

This report is about you.

It is about how to take the right steps to build a business that works for you. It’s about how to
build assets that enable you to live the life of your dreams. It’s about turning your idea into reality.
But, not any old idea — we all have them. It’s a compelling idea – one that is a solution to a
problem – that gets customers’ attention, their interest, their desire, and makes them want to take
action. It’s turning the ordinary into the extraordinary – changing people’s lives for the better;
being the best in the world at what you do.

As you read this report, I warn you, it will change the way you look at the world.

It will cut through the clutter and give you the sequences and steps to turn what you have into an
asset and wealth so you have the time to live the life you really want to live.

Here’s my promise to you:

If you follow the secrets and steps I lay out for you in this report, you will be on the right track to
getting your idea off the ground and your business growing into one that works for you and gives
you the financial independence and personal freedom to live your life to the fullest.

What are we going to cover in this report and why?

There are many misconceptions and myths tied to money and wealth.

The truth is that making money is very basic. It does not require much more than an elementary

How to Build a Business That Works for You 1

school education. That is why some of the richest people in the world had little education, such
as Andrew Carnegie, who gave his famous formula for building riches to Napoleon Hill. Hill, in
turn, with Carnegie’s help, interviewed the wealthiest men of his time such as Rockefeller
and Edison.

What I am going to reveal to you in this report is the Winning Formula for building wealth that I
was given by one of the world’s wealthiest men. It will tear down the conventional wisdom you
have probably heard all your life about how to make money and build wealth – which has neither
made you money nor built you wealth.

Many of the wealthiest in the world had little formal education. Today, many of the richest, such
as Bill Gates, dropped out of college.

Yet, in today’s digital world, there is a higher correlation between a college education and higher
income. But, if you follow the world’s greatest investor, Warren Buffett, he looks for deals that
only require knowing fourth grade math.

A Stunning Fact
The top 1% of entrepreneurs and investors earn 20+ x the income and control 30 x the assets
compared to the average person.

2 7 Steps to Wealth: The Winning Formula Revealed

 PART I

Start Building Assets

To Get Back On
The Right Track To
Financial Independence

These times are very difficult. There are a lot of shattered dreams out there. Retirement
savings are shredded. Stock portfolios are down. Yields are very low – so saving is being
penalized. Taxes are going up. Regulation is increasing. Big government is telling us more and
more how to live our lives. Being successful, especially being rich is not a good thing
to the bureaucrats.

As entrepreneurs and business owners, there is:

 Less and less time
 Fierce competition
 Less competence
 Less trust
 More and more things to do
 Personal relationships – family and friends – strained, even destroyed.

How to Build a Business That Works for You 3

My Struggle:
The Great Depression Revisited

My dad was a smart guy scared by growing up in the Great Depression.

His dad was a successful furrier who lived in Arverne (Rockaway, Queens, New York). His dad lost
everything in the ’29 crash and from the stress had a paralyzing stroke. Next to the youngest of 6
children, my dad was assigned the job of turning his dad in bed and taking him to the bathroom. My
dad walked in the snow in shoes with holes that were covered with old newspapers, to deliver
newspapers early every morning.

To my dad, the world was forever the Depression. No stocks – only bonds. Cash was king. It
was all about who had the money – the green. Hard work was a given. Every penny counted.

He had started in business with my mom Gloria’s dad, Grandpa Eddie. My dad pushed the broom
and worked his way up to become a partner with my grandfather in his baby’s knitwear business
when my grandfather’s business went under. My father flew to the Orient in propeller planes and
started importing baby knitwear from the Orient – one of the first in the US to do so.

Translated into my life, I watched my father’s ups and downs as a worker and entrepreneur. I
relived the Depression days. My father was a workaholic. I didn’t see much of him. In fact, I
wanted to be the opposite. I did not want to be an entrepreneur. To me, it took away my dad.
Sure, as he succeeded and as he aged, he released his iron-grip on his money.

We lived on the outskirts of a very wealthy community. I saw how the very wealthy lived – the
good and the bad.

I parked cars at a beach club and saw how the wealthy treated “help”. I sold ices and became a
Fuller Brush man until I realized I could sell but couldn’t collect.

So I retreated into poetry, writing and sports – places to escape since anytime my father saw me
I had to perform some chore. You “had to produce to survive.”

Why I Gave Up My Dream…Temporarily

I went to Lafayette College to play baseball. Also, I made the freshman basketball team. My first

4 7 Steps to Wealth: The Winning Formula Revealed

dream was to be a major league baseball player. I threw my arm out throwing rain-soaked
baseballs from center field. Ten major league teams were following me – and then it was over.

I transferred to New York University where I missed getting a Rhodes Scholarship in literature;
won the literature award of NYU; and turned down a Wilson Scholarship in literature.

Candidly, I was miserable. I wanted to be a ballplayer.

My father kept at me. “Writing is for sissies.” “Writing and poetry don’t pay.” “I’m not going to
support you unless…”

“Unless” meant law school – NYU Law School. I tried that for a year, and then I left NYU Law to
teach literature at Wagner Junior High School in New York City. That was really disenchanting
seeing how they taught kids.

I went to Columbia University and became the top student in the investment banking seminar. I
researched two case studies that were published under my professor’s name in the Harvard
Business Review. One report was titled “The Hierarchy of Investment Banking.”

I interviewed the top investment banks including a real estate affiliate of the very prestigious
investment banking firm Lazard Frères. I became a number cruncher and analyst for deals in
which the richest institutions and families in the world, like the Kennedy family, invested.

The Winning Formula Revealed

I was the go-fer that ran the investment memos our division produced from our Park Avenue
offices up to the Carlyle Hotel where the senior partner, one of the wealthiest men in the world at
the time, lived in this huge apartment.

At first, it was like meeting the true Master of the Universe. He advised former President Lyndon
B. Johnson and invested the Kennedy money and that of William Paley, founder of CBS, to name
a few.

He’d take the memos in the manila envelopes and I’d be summarily dismissed. Soon, I got into
the apartment. He’d eye me. I’d wait for his comments. At times, he’d get an urgent phone call.
I listened very attentively. As the months passed, our relationship grew. I began to ask questions
gingerly about money in general.

One day, he sat me down. He knew what I wanted – The Secret. Maybe he had mellowed. He

How to Build a Business That Works for You 5

had a very serious demeanor, but there was a twinkle in his eye. Maybe it was give back time,
as he spent years in the trenches. Finally, the words came out like Andrew Carnegie telling
Napoleon Hill the secret that ultimately became the world’s best selling self-help book called
Think and Grow Rich.

“Assets first, then income.”

At first, it sounded so ridiculously simple, but counterintuitive. Didn’t you want income first, then
assets? What exactly was an asset? How could you survive without income? What steps did I
have to take to create and build the asset? Didn’t I need a lot of money to do this?

I had a lot of questions for one of the richest men on planet earth.

What he revealed to me changed my life forever.

My struggles continued. It took some very difficult years of living on the 5th floor of a 5-floor walk-
up and getting fleeced in my first two business ventures to realize the power of the Winning
Formula he revealed to me.

I had left his company after working there for only one full year. As they say on CNN, what was I
thinking? I left an opportunity at one of the most prestigious investment banking firms in the world,
where partners could be worth tens to hundreds of millions of dollars (billions in today’s
dollars), to become an entrepreneur and a partner in a start-up real estate development and
syndication company.

My first partners were a lawyer, Michael, and a developer, Jim, who carried around and constantly
manipulated black worry beads.

Result: the Winning Formula made my partners millions tax free on a 540,000 square foot office
building. I found, structured and closed the deal. Plus, they ended up owning the building as
well. My share was $1 million tax free plus one third ownership in the building. I was elated;
the Winning Formula had worked; except they cut me out of the deal at closing. My actual
share = zero.

My second partnership:
My two partners were Bernie – an ex-garmento – and Billy, a top mortgage broker.

Result: Using the Winning Formula, I got control of 2 projects which consisted of 625 units in
total, both new construction. My partners made tons of money and a percentage of the upside

6 7 Steps to Wealth: The Winning Formula Revealed

of the projects again with no money down. My 50% interest worth hundreds of thousands of
dollars became a $6,500 check when, once again, my partners cut me out of the deal. The check
was just enough to put my down payment on a small condo apartment in Westchester County,
New York with my wife and a child on the way.

Conclusion: The Winning Formula worked too well. My partners never anticipated a young guy
succeeding so quickly. They didn’t want me to take the money and run. They decided to take it
and run – literally, they left the country.

My Lonely Entrepreneurial Days…

My Struggles Continued

I sat in an empty apartment. One bedroom had the newborn baby crying. The other bedroom had
a single phone, a cheap desk, some pads and a pencil.

I thought long and hard about the opportunities lost.

My dad wanted me to come and work for him – pushing a broom and making sure we reused any
string from packages of goods from the Orient we emptied.

I borrowed $15,000 and put myself in business

I borrowed the last $15,000 from our wedding money. I had to make it or go back to work for
someone, which I dreaded. If I had left Lazard Frères to be on my own, then, surely, there was no
place I wanted to go work.

As optimistic as I was, I must confess, I was super disillusioned.

Three things kept me going:

1. My wife
2. My child
3. My desire to succeed on my own

And, I knew I possessed the Winning Formula. I had asked the genie for two wishes for success
and I had come close. Now, I had to make the Winning Formula work for my family and me.

How to Build a Business That Works for You 7

Success – The Holy Grail…
What The Winning Formula Did For Me

Within two years, I had moved from Westchester County, New York to Boca Raton, Florida. At 31, I
decided to take off to write a novel, play with my child, smack tennis balls each day and run on the beaches.

And that’s what I did as we build our new home that looked out on a lake from our large screened-
in pool area.

The Winning Formula enabled me to turn $15,000 into half a billion dollars of real estate
transactions and to raise over $60 million directly from individuals and from small funds, as a
founder of an investment banking firm.

I have reviewed thousands of portfolios and business plans as well as transacting with some of
the largest companies and most successful entrepreneurs and investors in the world.

My Purpose: To Share The Winning Formula With You

Just as the Winning Formula was given to me, I made it my mission like Napoleon Hill to research
and observe the best and the brightest (remember, I am and have always been a writer and
teacher). I reduced what I learned from them and my own experience into a 7 Step System which
lays out in detail the Winning Formula. The 7 Steps to Wealth is the Winning Formula broken into
sequences, processes and steps that form the basis for creating and building any aspect of a
sound business or investment.

The premise is simple.

Systems exist to achieve a goal.

The goal of the 7 Steps to Wealth is to create an asset, especially a special asset – a business
that works for you, not you working for the business.

Your Approach to Money Making, Business Building and Wealth Creation

is Going to Change for the Better – Dramatically Change.
When you have completed this report, you will have jumped into the minds of the top 1% richest
and see what they see.

You will discover how they start with a vision, an idea or core concept; how they sketch it out and
then design it to become a reality that leads to riches.

8 7 Steps to Wealth: The Winning Formula Revealed

As a result, you will see your business develop and grow faster, be more profitable, generate free
cash flow and ultimate wealth.

But, most importantly, your business will work for you.

You will be shown the steps to set it up – the money machine – the mechanism at the core of all
successful businesses that works 24/7/365 for you.

Right here you will learn the ins and outs of the Winning Formula.

Why The Richest 1% Own Asset(s)

From The Very Beginning, Not Liabilities

Most entrepreneurs, the day they begin their business, start building a liability not an asset.

A liability takes money out of your pocket whether you work or not.

Think of any debt such as a house mortgage or a bank line. Now think of a liability in a broader
sense. You build your business and your life creating more and more liabilities and debts not only
financially but in the nonfinancial parts of your life where your relationships take from you – make
you pay – whether you work at them or not. When you are a prisoner to your business, soon your
life builds up negative liabilities that suck the energy, joy and health from your life.

On the other hand, the top 1% richest aim, from the minute they start, to create or invest in assets
that put money in their pocket whether they work or not. The same for the nonfinancial parts of
their lives – if they are prudent.

Unfortunately, some financial successes build successful financial assets but personal lives full of
nonfinancial liabilities that lead to dysfunctional families, divorce, drugs, and other addictions.

Why You Must Build A Special Type Of Asset:

The Golden Goose

Here’s a major secret that virtually no one reveals. It’s part of the Winning Formula that I
discovered as I delved in what my mentor told me.

How to Build a Business That Works for You 9

Most businesses at best are assets, but few are special
assets which I call the “Golden Goose.”

Let me explain:

Most small businesses at best are glorified jobs.

The business owner works crazy hours to keep his/her head

above water.

If they had a corporate job, they traded their hours (time) for money.

Typically, with only so many hours in the day, they could only make
so much money.

So, they decide to be their own boss, do their thing, make lots of money and retire.

Or, because they were let go or no one will hire them, they decide to go into business
for themselves.

But, they swapped one job for another that has many more responsibilities and demands even
more hours.

The key point:

Their business may generate money but they are the business. If the business stops, their income
soon will stop.

Now, let’s go back to our definition of an asset.

An asset puts money in your pocket, whether you work or not.

Now those are the key words:

“Whether you work for it or not”

If you own a bond, it is an asset if it gives or puts money in your pocket – and you don’t have to
work for it.

That is why the Winning Formula and the 7 Steps to Wealth are designed to create a special
asset – a money machine – or what I call a Golden Goose.

10 7 Steps to Wealth: The Winning Formula Revealed

 Golden Geese versus Lead Pigeons
Most business people and investors end up with Lead Pigeons.

Lead Pigeons are stocks, bonds, commodities, currencies that do not bring income or
ultimate wealth.

In the business world they are cash and energy drains that are propped up by the shear guts will
and determination of the owner of the lead pigeon.

Most Lead Pigeons sink under the weight of liabilities and burnout.

This is why so many businesses go under.

From the very beginning, they are designed to fail. They can never be a soaring eagle or a
Golden Goose.

So, what’s a Golden Goose?

A Golden Goose produces Golden Eggs (Income) whether you work for it or not.

Think of any great company. The founder or owner does not have to work for the business.

Other people – other resources – work for the company.

Discover The Secrets To Wealth

That Makes The Winning Formula Possible

Behind all wealth is leverage.

You use mechanical leverage every day. Open a paint can with a screw driver.

Your computer, phone, garbage disposal. Virtually any tool or technology is devised for you to be
more productive – do something faster, cheaper, more efficiently.

Financial leverage is simply borrowing money.

But, the Golden Goose – the special asset – incorporates more than just mechanical or
financial leverage.

How to Build a Business That Works for You 11

The Golden Goose – this special asset – borrows and/or uses numerous types of leverage.

In its broadest terms, I define leverage as borrowing and/or using resources such as other
peoples or companies:

a. Knowledge
b. Talent
c. Money
d. Resources

If your business is designed from day one to be a Golden Goose rather than a Lead Pigeon, you
are building a special asset that will generate income and wealth for you and your family.

This is the so called auto pilot business most marketers try to sell you on but rarely understand or
have ever built themselves – except selling you stuff as if they did.

Compounding
No one can get wealthy without leverage. Everyone needs some other resources from others.

The key is how the resources are gotten, designed, developed, distributed and sold.

The 7 Steps to Wealth shows you the right steps to accomplish this.

But, you also get a huge bonus. What Einstein called the 8th wonder of the world.

I love compounding examples.

What would you rather have $1 million today or the amount of money after 30 days if you doubled
the value of a penny.

Day 1: 1 cent
Day 2: 2 cents
Day 3: 4 cents

Have fun.

Hint: I began to keep my pennies after I did this exercise.

12 7 Steps to Wealth: The Winning Formula Revealed

Compounding is making interest on interest. In this example, we are taking $1,000 and investing
it at 10% interest compounded annually over 5 years.

Year 1................................1,000 x 10% = 100

Year 2................................1,100 x 10% = 110
Year 3................................1,210 x 10% = 121
Year 4................................1,331 x 10% = 133
Year 5 ..............................1,464 x 10% = 146
610

Simple interest is where you only get 10% interest on your $1,000 investment each year but you
do not earn interest on your interest. View it as if you withdrew your interest each year and put it
under your mattress.

Year 1..........................$1,000 x 10% = $100

Year 2..........................$1,000 x 10% = $100
Year 3..........................$1,000 x 10% = $100
Year 4..........................$1,000 x 10% = $100
Year 5..........................$1,000 x 10% = $100

You can see that after just 5 years you earned $650 by compounding versus $500 with simple interest.

In fact, that’s 20+% more

$610 compounding interest total for 5 years

-500 simple interest total for 5 years
$110

$110 = 22% ($110 = more than one year’s extra interest compared
$500 to the $100 per year simple interest example)

How to Build a Business That Works for You 13

Don’t freak out, but here’s what happens when you combine leverage (borrowing) and
compounding.

Assume you could borrow money at 8% to purchase your $1,000 bond.

1000 @ 10% = $100

1000 @ 8% = 80
$20

You could make $20 a year and have no money invested (infinite return).

Let’s say you borrowed 90% of your $1,000 investment at 8%.

$1000 @ 10% = 100

900 @ 8% = 72
$100 28

On your $1,000 investment you make 10%. By borrowing $900 and investing $100 cash, you
made 28% or 2.8 x what you make if you invested all cash or $1,000.

Golden Goose Businesses

are designed to apply leverage and compounding
Without getting ahead of myself, I wanted you to see how the top 1% of entrepreneurs and
investors do it.

Andrew Carnegie, Bill Gates, Steve Jobs, John D. Rockefeller, Thomas Edison, Sam Walton,
Warren Buffett – all of them used leverage and compounding.

That is the basis for Wall Street’s wealth fund manager’s wealth and my mentor, Andrew
Meyers’ wealth.

They know how to find the Golden Geese – the money machines – the special assets – create
them, invest in them, build them, live off of them and sell them.

14 7 Steps to Wealth: The Winning Formula Revealed

How The Richest 1% Got There.
Is It Luck?

Is there luck involved?

Most definitely, there is an element of luck.

But, more times than not, they had to take advantage of their luck.

Many given the exact same circumstances would not have built the riches they built.

The next missing Piece of the Wealth Puzzle: The Entrepreneurial Mind

If only 1% of investors and entrepreneurs make significantly more money and control very
disproportionately a high percentage of the wealth, then they have to be seeing and doing
something differently.

I call this the Entrepreneurial Mind.

The Entrepreneurial Mind has certain characteristics

that separate it from other minds:
1. Sees underlying 6 success patterns – sequences processes and steps that more
times than not work in the real world

2. Outsider looking in perspective

3. High Potential oriented – visionary’ has defined purpose and ultimate goal
to solve something

4. Sees and seeks “sure thing” that others see as risky

5. Opposes and is frustrated by status quo – bureaucratic thinking

6. Sees values ahead of market

7. Sees leverage points ahead of market

8. Demonstrates success traits: imagination, courage, will determination,

resourcefulness, resilience, burning desire, definite purpose, goes extra mile,
constant learning, pursues counsel

How to Build a Business That Works for You 15

 Major Differentiating Point: Entrepreneurial Leverage
The basis of all wealth throughout the ages is the combination of:

1. The Entrepreneurial Mind

2. Leverage

Which sets in motion compounding exhibited in numerous ways

that you see in today’s Digital World:
1. Social Media/Social networking on Facebook, Twitter, YouTube

2. PPC Advertising

3. Article Syndication

4. Video Syndication

5. Product Launches

6. Online events – webinars, teleseminars

7. Automated sales funnels

8. Email campaigns

9. Mobile phone campaigns

10. iPads, Kindle

Throughout the ages, the same Entrepreneurial Mind and technologies spread Christianity,
Buddhism, Islam, Christ, Buddha, Mohammed. They used content – their Bibles and teachings –
and leveraged social networks and created evangelists for their cause.

In today’s digital world, we are mirroring physical worlds and leveraging the internet, mobile
phones and other technologies.

Yet, all of these undertakings have at their core harnessing an idea in an innovative way and
leveraging it so it compounds and spreads bringing fame (or infamy) and/or money and wealth.

Back to the Golden Goose.

Let’s review how this all fits together.

16 7 Steps to Wealth: The Winning Formula Revealed

How To Find,
Create And Build A Golden Goose

1. To find, create, build a money machine – a special asset = a Golden Goose

2. Golden Geese – work for you; they lay the Golden Eggs whether you work or not

3. The Golden Eggs are your products and services

4. Golden Geese —

a. Use leverage – other resource – in an optimum way to maximize rate of return

on investment

1. Other people’s money, talent, knowledge, resources

5. The Entrepreneurial Mind is a certain mindset that sees beneath the superficial and
projects out into the future with the imagination

a. It sees future value (solutions) and discounts that value back to the present –
the present value

b. Over a certain period of time, the difference between the present value and
the future value is your rate of return on investment

The Golden Goose versus the Golden Eggs:

The Winning Formula Reviewed
Here’s the major point – the Big Secret – that is the basis of the Winning Formula and why most
businesses fail and relatively few people are wealthy

The Winning Formula says:

“Assets First, then Income”

The Asset is composed of two parts

1. The Golden Goose

2. The Golden Eggs

You must start building the Golden Goose from day one.

How to Build a Business That Works for You 17

 The Golden Goose
a. Creates and produces the Golden Eggs

b. Is your team, your infrastructure – technology, systems, - that supports and makes sure the
Golden Eggs are produced, delivered, and all relationships – stakeholders (customers,
investors, suppliers, distributors, affiliates, JVs are all taken care of and informed)

c. Is the base upon which you can build; apply leverage; create compounding

The Golden Eggs

a. Are your products and services

b. Produce the cash flow which is the fuel that feeds your money machine (the Golden Goose)

Here’s the bottom line:

a. Investors invest in money machines not individuals (even celebrities if properly
handled are structured into money machines like Oprah)

b. Buyers buy money machines – rarely individuals (unless they have key man insurance
and can convert the individual into a money machine – this can be risky)

c. Investors and Buyers pay for a potential stream of income – current plus future sales
value of the money machine or Golden Goose

It’s beyond this report but know that P/E (price/earnings ratios) are basically a short hand for investors
or buyers of entire businesses to pay a multiple of earnings (or of cash flow or free cash flow).

The main point is that there are other types of leverage. For example, a private business might be
valued at 3 x cash flow and a public company at 6 x cash flow. So, by taking the company public
in the right market, you can double the value of the company.

E.g. Net Cash Flow Multiple

1,000,000 x 3 = $3,000,000
1,000,000 x 6 = $6,000,000

18 7 Steps to Wealth: The Winning Formula Revealed

A major reason for business and investment failure is that entrepreneurs and investors focus on
the Golden Eggs and never build the Golden Goose – where the true wealth is.

What about sales and income?

This may sound contradictory but it’s not when you begin a business, you want to devote 80% of
your efforts on sales – assuming you have a product or service to sell.

But, from the very start of your business you must begin creating the foundation of your special
asset – your Golden Goose.

Otherwise, you are building your own prison and giving yourself a prison sentence – even
a lifetime – to be forever locked up in your business with little personal freedom and no
financial independence.

Another Major Insight That Will Change

Your Business and Investments for the Better

The Entrepreneur, Investor and Customer

all want the same thing:
1. A great idea = solution

2. Fabulous design

a. Product design (Golden Eggs)

b. Business design – great support and systems – (Golden Goose)

3. High rate of return on investment. Remember, the customer wants a high rate of
return on their attention actions and purchases.

4. Repeat sales and growth

5. A community of happy stakeholders: customers, investors, employees, executives

a. This equals good relationships; engaged customers

How to Build a Business That Works for You 19

More Secrets To Financial Independence
And Personal Freedom Revealed

1. From day one create your business for your investor (or ultimate buyer) and customer

2. Even though you create your business for investors or an ultimate buyer, you want to
create a business that will stay with you and your family forever.

3. Give first, then get

a. Most people want first, then they will give

b. Today, you must give much more free to let people test drive and trust you

4. The Simple Formula behind all success

a. Find out who your audience is and what they want

b. Create it

c. Give it to them (sell it where appropriate)

Note: The biggest challenge is in knowing your customer, especially online – what is their intent
– from their behavior.

5. It’s the relationships. Today, it’s all about relationships – how you form them and keep
them – is fundamental to building your special asset

6. Simple Formula

a. Find the opportunity

b. Run the numbers

c. Get the resources – including the money

It’s Your Baby –

the Good, the Bad and the Ugly
You are the creation. You have God – like power to craft and forge great solutions and a great
business that can lead to financial independence and personal freedom

a. There will be good times, bad times and ugly times

20 7 Steps to Wealth: The Winning Formula Revealed

 b. Just like the love for your baby, you need to know and believe you can raise it to be a
productive, caring adult

How to create a Business that works for you:

1. Share the

a. Vision

a. Purpose

a. Responsibilities

a. Pay Off

2. Follow the Winning Formula

3. Take the right steps to Grow your business – the 7 Steps to Wealth

As a case study, we’re going to look at the overall business plan for Steps To. In general, the vision
is that there are three major components of the business, one being the content, two being the
software and online assessment tools and the third being the training.

Join an All-Star Expert Faculty to Discover the Powerfully Proven 7-Step Method ALL
Successful Brands/People Use to Launch YOUR Idea, Product and Business For Fast &
Predictable Profits at the 7 Steps To Launch Conference in Vegas Feb 11, 12, 13, 2011!
Speakers include Brian Tracy, Barbara De Angelis and Rick Frishman.

How to Build a Business That Works for You 21