This book takes our marketing ideas and concepts and adapts them for personal use.

Find a horse to ride. The biggest mistake that individuals make is thinking that success is totally determined by what they do in their careers. Not true. Most successful people have achieved their success by finding a horse to ride. That horse can be a Company horse, a Product horse, an Idea horse, an Other Person horse, a Partner horse, a Spouse horse or a Family horse. The winner in a horse race is not usually the best jockey. It's usually the best horse.

Big Brother no longer cares. It used to be that a young person joined a corporation for the long haul, thinking the company would take care of his or her career. That's no longer true. People are out for themselves in this new competitive world. Losers look inside themselves for success. Winners look to others to make them successful.

Here's how we rate the odds for success in today's competitive environment.

The long shots.
The Hard Work horse: 100 to 1.
The IQ horse: 75 to 1.
The Education horse: 60 to 1.
The Company horse: 50 to 1.

The medium shots.
The Creativity horse: 25 to 1.
The Hobby horse: 20 to 1.
The Geography horse: 15 to 1.
The Publicity horse: 10 to 1.

The short shots.
The Product horse: 5 to 1l.
The Idea horse: 4 to 1.
The Other Person horse: 3 to 1.
The Partner horse: 5 to 2.
The Spouse horse: 2 to 1.
The Family horse: 3 to 2.