Edited by Frederick Mann
Copyright © 1995 - 1997 TLH, ALL RIGHTS RESERVED

This is the sixth in our series of 'Millionaire' reports. The first report dealt mainly with the Most Basic Wealth Principle: Produce more than you consume. The second was primarily devoted to clearing away certain Money Myths and learning the Infinite Bootstrap Principle. The third dealt mainly with Dr. Jeffrey Lant's analysis of 'Millionaire' Methodologies. The fourth described how J. Paul Getty became the richest man in the world and what you can learn from him.

Think of the preparation you need in order to equip yourself for the task of becoming a wealth creator as a giant jigsaw puzzle, consisting of a few big pieces and many small pieces. The earlier 'Millionaire' reports provided most of the big pieces and a few of the small pieces. This report provides most of, what is in my opinion, the one remaining big piece: "Psychological Alignment."

Finally, this report contains an Annotated Bibliography. The Bibliography provides you with a guide to many of the remaining small pieces of the puzzle.


by Frederick Mann

For some time I've been thinking about "winners" and "losers." Why do some people seem to be winners and some losers? Why do some people seem to be winners in some areas of life, while they seem to be losers in other areas? Why would someone with the many winning advantages of an "O.J. Simpson" turn into a big loser? What's the difference between a winner and a loser?

Well, I'm glad to announce that I've found the answer in the book Five Minute Phobia Cure: Dr. Callahan's Treatment for Fears, Phobias and Self-Sabotage by Roger J. Callahan, Ph.D. Dr. Callahan has developed methods to cure most people from their fears and phobias in a few minutes. As phenomenal as this breakthrough is, his book contains a much more important breakthrough: the seminal concept of "psychological reversal."

The concept of psychological reversal stems from the observation by many mental health practitioners that some clients never seem to make any progress, irrespective of the general efficacy of the methods or techniques used - or how well the methods or techniques work for most people. Dr. Callahan describes the phenomenon:

"A psychological reversal exists when a person claims he desires to achieve a specific goal but his actions and major motivation, and especially his results, are contrary to his stated goal. Superficially or outwardly he appears to be striving to achieve (in the area of his behavior where he is reversed), but he will inevitably, grossly or subtly, sabotage his own every effort." [emphasis added]

Understanding Psychological Reversal
Dr. Callahan writes:

"From a motivational standpoint, psychological reversal is a perversion of how one's system ought to work. [emphasis added] Psychologically, reversal appears to originate when aspirations are constantly thwarted, or when an individual develops a strong sub-conscious tendency to denigrate himself and expect failure. My observations suggest that physical stress may also generate psychological reversal in an individual with a proclivity in that direction. However, whatever the origin of the condition, its effects are definite - and devastating."

Generally, the way we recognize psychological reversal is when someone says he wants to achieve a certain result, but acts in ways not likely to achieve that result - or even acts in ways that seem designed to achieve the opposite result. The most reliable indicator of psychological reversal is the actual result. If an overweight person says he wants to lose 20 pounds, and he doesn't, it's an almost certain case of psychological reversal.

You can think of psychological reversal as a subconscious "contrary program" in the mind. On the surface the person says, "I want to lose 20 pounds." But the subconscious contrary program says, "I must put on more weight to survive." The psychological reversal program is more powerful than the surface wish.

Psychological reversal can be domain-specific - in some areas of life you may suffer from psychological reversal, but in others you don't. If you produce good or spectacular results in some areas, but you fail in others - then you know where you need to look for psychological reversal.

Psychological reversal can be mild or extreme - the results you produce in a particular area may be so-so or disastrous.

Psychological reversal can be threshold-specific - below a certain level your results are good, but above that level they are bad or disastrous. For example, you can increase your wealth to $100,000, but as soon as you hit that level you start making costly mistakes until you're broke. Then you start over again, build your wealth to $100,000, and repeat the pattern. Some people live their lives in such roller-coaster fashion.

Psychological reversal can be time-specific or intermittent - at certain times or during certain periods we are more prone to psychological reversal. Dr. Callahan writes:

"Susceptibility to psychological reversal varies greatly among individuals, and may vary widely within one individual over a period of time. I have noted that as a patient progresses in psychotherapy - as his self-awareness grows, as his self-acceptance is enhanced and (most importantly) as he improves his way of living - his tendency to reverse is greatly lessened. Psychological reversal can sometimes be induced by having a patient denigrate himself for his failure. It can sometimes be eliminated by having [the] same patient repeat a statement of self-acceptance.

...Attention needs to be given to eliminating or reducing the degree of reversal of every individual before any therapy, education, treatment, personal instruction, work relationship, love-affair, or interpersonal relationship of any kind is established. When this is done, the possibility of success is maximized, no matter what the endeavor." [emphasis added]

Please go back and read the previous paragraph a few more times. It's absolutely critical that anyone endeavoring to become a millionaire (or a success at anything for that matter) understand the importance of eliminating psychological reversal from their consciousness as much as possible. For, as Dr. Callahan points out, no matter what your endeavor, the possibility of success is maximized when you take steps to eliminate psychological reversal from your psyche.

In general, people can read all the success books they can find, attend all the seminars and workshops presented by the latest "gurus," and spend thousands on the latest therapies - but if they don't handle psychological reversal, they experience at best a temporary emotional "high."

This is why there are so many success books, and why "self-improvement cults" like Scientology, est, and all the rest are such big business - the poor suckers who don't handle psychological reversal, always have to come back for more!

(Both L. Ron Hubbard, founder of Scientology, and Werner Erhard, founder of est, had strong self-destructive streaks, indicative of psychological reversal. More extreme cases were David Koresh of the Branch Davidian (Waco) cult and Jim Jones of the "Guyana cult.")

To better understand psychological reversal you may want to observe how it manifests itself in others. When you're in contact with others, try mentioning some lofty goal or plan and watch the response you get. If they scoff or criticize you, they may be a victim of psychological reversal. Or just observe any couple arguing angrily and spitefully over trivialities.

You may also find it very useful to reread the article on J. Paul Getty in Report #13D: The Millionaire's Secret (IV), and continually ask, "Is he now talking about psychological alignment or reversal?"

The Psychological Reversal/Alignment Continuum
Think of a continuum or spectrum. (Your bathroom scale is an example of a continuum from 0 lbs. to say 300 lbs. Your weight is probably somewhere between the two extremes of this continuum.) At one extreme of our psychological continuum is complete psychological reversal. At the other, complete psychological alignment. In the middle there's a horizontal dividing line. Below the line is reversal; above, alignment (Dr. Callahan uses the term "allineated" when referring to psychological alignment). While some people tend to live close to the line, others tend to stay a long way from the line. Above the line are optimism, positiveness, and enthusiasm. Below the line are pessimism, negativity, and depression.

Now take a look at the diagrams below:

Fig. 1 - "Normal" Individual

Fig. 1 represents a profile for an individual generally accepted as "normal." I'm introducing the concept of "comfort zone" - an area or field of behavior within which you feel comfortable and where you can act comfortably. If you enjoy public speaking and you do so comfortably, then that activity is within your comfort zone.

Most people fear public speaking - in fact, many surveys show that it is most people's biggest fear. My comfort zone is reduced, restricted, limited, and pushed down toward greater negativity and psychological reversal by the fears, phobias, unwarranted discomforts, "learned helplessness," negative programs in my brain, and any incompetence I suffer from, as well as by my ignorance and certain events or external forces such as government laws and agencies. Dr. Callahan writes:

"I believe that a tendency toward psychological reversal, like so many other things, may be influenced by genetics, nutritional problems, and metabolic imbalances. Psychosomatic, sociological, and situational relationships, job problems, stress - all may make an individual particularly susceptible to reversal. But even someone who has no "built-in" tendency toward reversal can become reversed by the stresses of his life, by a relationship that is unsatisfactory, by his work - and/or by the people with whom he associates. A person who exists close to the line that separates psychological reversal from normal allineated, can slip easily into reversal if he speaks to someone who is massively reversed, or even who is reversed only toward the subject on which they converse."

Note that all the arrows in Fig. 1 have a downward slant and point in toward the comfort zone. All these factors tend to both shrink and lower your comfort zone. The arrow within the comfort zone represents all the ways in which you yourself shrink and lower your comfort zone. As we shall see later, all the external arrows have their internal concomitants - it's not only done to you, you also do it to yourself.

Fig. 2 - Strongly Positive Individual - Strong Psychological Alignment

Fig. 2 represents the strongly positive or psychologically aligned person. He or she has a larger comfort zone than the "normal" person and most of it is above the dividing line. This is the profile of the "Gerry Spences" of the world - the highly successful. This is the profile of O.J. Simpson as a football player. In order to become a millionaire, you may have to increase the size of your comfort zone and shift it up so all or most of it is above the line.

Fig. 2 also provides us with another way to understand Freedom Technology as the means to expand and raise our comfort zones. Everything that we do to counteract, reverse, and defeat the forces that shrink and lower our comfort zones is included in Freedom Technology: curing our fears and phobias, becoming more knowledgeable, competent, and skillful, learning to beat the government bureaucrats, and increasing personal power, wealth, and freedom.

Note that all the arrows in Fig. 2 have an upward slant and point out away from the comfort zone. All the aspects of Freedom Technology tend to both expand and raise your comfort zone. Note also that the two upper arrows start from within the comfort zone, indicating that the self expands and raises its own comfort zone. The lower two arrows represent the expansion and raising of the comfort zone through external forces, for example, the reduction of taxation and regulation from government bureaucrats.

Developing and increasing your personal power is a vital element in expanding and raising your comfort zone.

Fig. 3 - Strongly Negative Individual - Strong Psychological Reversal

Fig. 3 represents the strongly negative and psychologically reversed person. This is the profile of O.J. Simpson as a husband. Note the large comfort zone - indicative of the capacity for destructive behavior. There are also people with small comfort zones that lie almost completely below the line - they are very negative, but weak and relatively harmless. This is the "victim-mentality." They seem to do little more than suffer and complain.

Fig. 4 - Massively Negative Individual - Overwhelming Psychological Reversal

Fig. 4 represents the profile of the "Hitlers" and "Stalins" of the world - phenomenally powerful (large comfort zone), massively negative, and suffering from overwhelming psychological reversal. This is also the profile of the U.S. Government. The capacity for destructive behavior is enormous: Civil War, "War on Drugs," Weaver and Waco massacres, etc. In general, government bureaucrats produce results opposite to their professed aspirations - the most reliable indicator of psychological reversal. I'll return to this topic later.

"To feel that we are worthwhile individuals, to know that we exist, we have to express our power - feel that we are in control. This imperative to express our power and experience control is central to human behavior. Every human does something to express his or her power in the world. This power can be expressed creatively or destructively.

Humans first attempt to express their power creatively. If such attempts fail repeatedly, they experience themselves as powerless. They may feel helpless and hopeless, and become depressed. What they experience is that they cannot make a positive difference in their own lives or in the world. A cognitive breakdown occurs between their actions and the results they produce. Mentally and intellectually they cease to understand the connections between their behavior and the consequences of their behavior. Then they express their power destructively.

This phenomenon is at the root of practically all individual and societal problems.

Understanding this phenomenon and its implications leads to the solution of practically all individual and societal problems."

The above is a quote from Report #10: How To Achieve and Increase Personal Power. It expresses the transition from psychological alignment to psychological reversal.

Power can be expressed destructively against others and the outside world, or against the self. Negative programs in the brain go hand-in-hand with the use of destructive power against the self. This destructive power may originate from outside the self, when wielded by external agencies - or from within the self, when the self uses its own power against itself. In any case, all negative programs require the complicity of the self to be instilled and maintained.

Every negative program in the brain involves the self applying destructive power against the self. This realization is empowering to the self - what the self can do it can undo!

As the self shifts toward greater psychological alignment, it increases its ability to remove or override its negative programs.

Why You May Want to Expand and Raise Your Comfort Zone
The implication of Fig. 1 is that the "normal" person has a relatively small comfort zone, three-quarters of which is below the line. In other words, this person is more negative than positive. This squares with my "guesstimate" that most people operate at a level of maybe 1% of their potential. If you're at this level, you'll have to expand and raise your comfort zone, if you want to become wealthy.

As you expand and raise your comfort level, you'll control your life to a greater extent. This sense of control - particularly when it's reality-based - goes along with many benefits. Generally, people with greater control over their lives are healthier, wealthier, happier, more enthusiastic and optimistic, have more fun, enjoy greater fulfillment, satisfaction, personal power and freedom, and live long lives.

As people move away from psychological alignment toward psychological reversal, they experience less control over their lives. They tend to be less healthy, poorer, more pessimistic and depressed, have less fun, suffer boredom and frustration, feel helpless, hopeless, impotent, and trapped, and die young or commit suicide. Many people, instead of taking constructive steps to expand and raise their comfort zones, seek fake external substitutes, hoping that these will increase their diminishing sense of control; mindless entertainment that serves only to distract, nicotine and alcohol, other drugs, and institutions that promise to save them - like big corporations, labor unions, and governments.

Prisons We Live In
You can think of your comfort zone as a prison you live in - a partially self-created prison. It consists of the collection of "musts" and "must nots" and "can'ts" and unreal beliefs and all the other negative programs you've accumulated during your lifetime.

Report #04: How to Find Out Who You Are may further clarify some of the effects of the comfort zone - particularly the analogies of the "broken-in" horse and the "tied up" elephant.

Note how the issues on obedience discussed in that report relate to your comfort zone: Obedience is also the greatest obstacle to expanding and raising your comfort zone - obedience to others, obedience to your own beliefs about your limitations.

The most destructive psychological reversal occurs in almost everything that government bureaucrats have anything to do with. It takes form in "schools," "welfare," "social security," "medicine," etc. The following reports and articles provide just a few examples:

If you make a habit of testing the outer walls of your comfort zone - William Blake called them "mind forged manacles" - you may discover that they're pretty flimsy...

A skill that would serve you well is to question limiting concepts - which when formed in one context of life may not hold true in another context, such as the puny rope and the grown elephant. To prevent yourself from being unnecessarily limited by your concepts, it's important that you question them.

If you habitually test the outer limits of your comfort zone you'll continue to expand it. People with the "millionaire-mentality" don't allow their comfort zones to remain constant for long; they constantly test and expand their limits.

Be-Do-Have Reversal
Many people believe that before they can do something, they must have something. For example: before I can work, I must have a job; before I can make money I must have money - see Report #13B: The Millionaire's Secret (II); before I can get a woman I must have a car; and so on. And then they believe that once they have certain things and they've done certain things, then they'll be "somebody" - the "keeping-up-with-the-Joneses" syndrome! In other words, "Before I can be somebody, I must do something, and before I can do something I must have something." This is a form of psychological reversal and implied self-denigration.

The psychologically aligned persons says, "I am; therefore I will do; therefore I will have." "I don't need a job to work; I can find out what others need and want, produce it, and get them to pay me for it."

Psychological Reversal and Sports
You've probably heard of the tennis player who's five-love, forty love ahead in the final set - then goes to pieces, repeatedly misses the easiest of shots, and loses. And the golfer who's four shots ahead with three holes left to play - then "chokes," hits two balls into the water, and comes second. Or the basketball team that has their opponents on the ropes, then inexplicably hits a "dry spell," and loses.

These are all cases of self-sabotage brought on by psychological reversal.

Psychological Alignment and Health
In their book Remarkable Recovery: What Extraordinary Healings Tell Us about Getting Well and Staying Well, Caryle Hirschberg and Marc Ian Barasch use the term "congruence" to describe people who had experienced "miracle recoveries" from illnesses diagnosed as "terminal." They write, "...[T]hese people, in the midst of crisis, had discovered a way to be deeply true to themselves, manifesting a set of behaviors growing from the roots of their being."

Let me suggest that "congruence" is a synonym for psychological alignment and plays a major role in what is usually called "spontaneous remission."

Hirschberg and Barasch start chapter one of their book with, "There are no medical journals devoted to the study of remarkable recovery." The question comes to mind: "To what extent are some orthodox physicians psychologically reversed in the area of health?"

In his book Spontaneous Healing: How to Discover and Enhance Your Body's Natural Ability to Maintain and Heal Itself, Andrew Weil, M.D. writes:

"Acceptance of illness is often part of a larger acceptance of self that represents a significant mental shift, a shift that can initiate transformation of personality and with it the healing of disease." [emphasis added]

The Origins of Psychological Reversal
Dr. Callahan writes:

"Any form of psychological reversal appears to be rooted in a deep rejection of self on the part of the individual. Reversed people do not believe they deserve to succeed. They consider themselves unworthy of good things and deserving of failure and unhappiness. Dr. Albert Ellis dubbed this syndrome the "worthless piece of shit" approach to life. A person suffering from this condition considers himself so valueless that he deserves no happiness or success in life.

I have found that this condition can exist in many degrees. One person may feel very positive and deserving in many areas of his life and worthless in only one specific field. Another individual may be suffering from a negative image of himself in every area of his life. The more extensive the psychological reversal, the more difficult it is to treat and, generally, the more often it needs to be dealt with."

I use the term "psychological reversal" to include all the negative programs in the brain and body - it's a wider sense than that used by Dr. Callahan. So let's examine some of the other sources of psychological reversal as I use the term:

1. Negative Childhood Programming. In his book What to Say When You Talk to Your Self, Dr. Shad Helmstetter describes the negative programming most of us received: "If we grew up in fairly average, reasonably positive homes, we were told "No!," or what we could not do, more than 148,000 times!" Many of us were subjected to overwhelmingly negative programming. By contrast, most of us were told what we could accomplish maybe a dozen times - if we were lucky!

We "internalized" much of this negativity and used it to a greater or lesser degree to form our self-images. And, of course, being constantly told what you can't do, tends to shrink your comfort zone!

2. Painful or Traumatic Experiences. These are sources of fears and phobias that shrink our comfort zones. In addition, they are sources of negative programming that push our comfort zones down toward greater psychological reversal. Such experiences could include painful accidents, "rejections," and other "failures."

Beware of making decisions or drawing conclusions immediately or soon after a painful experience. Nevertheless, take conscious control and use it to your advantage by learning from it.

3. Coercion. Essential reading on this subject is contained in the article: On Coercion.

Submitting to repeated coercion tends to cause "learned helplessness" - see Report #10: How To Achieve and Increase Personal Power. Learned helplessness greatly shrinks your comfort zone. Submitting to coercion also tends to damage your self-image - more negative programming.

Earlier I quoted Dr. Callahan: "But even someone who has no ´┐Żbuilt-in' tendency toward reversal can become reversed by the stresses of his life, by a relationship that is unsatisfactory, by his work - and/or by the people with whom he associates." [emphasis added] My thoughts: In what ways do government bureaucrats impose psychological reversal on individuals through coercion?

4. Brainwashing in Government-Controlled Schools. As described in detail in the article: On Education.

5. Religious Brainwashing. I'll leave it to the reader to discern which religious teachings tend to shrink the comfort zone and push it down.

6. Media Brainwashing. In his book From Freedom to Slavery: The Rebirth of Tyranny in America, Gerry Spence indicates that our enemy is the "New King." And the New King consists of the partnership between government and giant corporations. The media are largely controlled by the New King. The media are the mouths of the New King.

The New King wants obedient slaves who are easily controlled. The smaller and lower the slaves' comfort zones, the easier they are controlled. (This is also why the New King maintains an iron grip on schools.) So, according to the dictates of the New King, with minor exceptions, the media dish out whatever negativity will shrink and lower the slaves' comfort zones.

The Aging Process
Psychological reversal has its physical counterpart in the form of the aging process. Imagine the comfort zone shrinking and falling. This is essentially what happens during aging.

Now consider the immune system. It's purpose is to neutralize certain agents like viruses, germs, bacteria, and cancer cells that pose a threat to the body. If these agents are not neutralized, you get the kind of negative growth depicted in Fig. 4.

Also consider autoimmune diseases like arthritis. This is where the immune system starts attacking parts of the body itself. Toxins build up in the joints to the extent that some parts look to the immune system like "foreign agents" that must be neutralized. This is the physiological equivalent of people having a problem with drugs, then appointing government bureaucrats to declare "war on drugs," and the end result being that the problem gets worse and additional problems are created.

This suggests an important principle: Use positive means to shift from psychological reversal to psychological alignment. (This is why in our organization we don't fight tyranny, we build freedom. Someone recently sent me an article with the headline: "Would You Rather Spend the Rest of Your Life Slaying a Dragon or Planting Fruit Trees?")

Psychological Reversal and Government
One way to look at the institution of government is that it's the societal manifestation of individual psychological reversal. Looking back at Fig. 1, can you see that government laws and agencies tend to threaten and reduce your comfort zone? Consider the IRS ("Tax Office"), for example.

Now compare the hundreds of thousands of pages of government laws, statutes, and regulations to the 148,000 times the average child was told, "No!" What have we here? Negative adult programming? (As Drew Hiatt, executive vice president of the National Business Owners Association, said: "There are over 132,000 pages of government regulations on the books. The books themselves" - the 202-volume Code of Federal Regulations - "take up over 19 feet of shelf space. How is a small business owner with two or three employees supposed to keep track of all that? I worked it out once - it's like trying to read War and Peace 115 times.")

See the article: Why Bureaucrats Make So Many Regulations, for an explanation of the purpose of all these laws.

You need to understand that government is a collection of the worst human evils, packaged in a huge comfort zone below the line of psychological reversal.

How do the viciously negative things I say about government square with the principle of using positive means? The first step in dealing with an element - such as a fear, or phobia, or whatever - that shrinks and lowers your comfort zone, is to recognize it. The second step is to describe it. And if it's extremely negative and massively psychologically reversed, then part of the recognition is to describe it as it is.

Now the third step is to use positive means to handle the element. The kind of means we advocate, in the area of government bureaucrats, include those outlined in Report #01: Introductory Freedom Guide.

Prescriptions for Psychological Alignment, Wealth, and Success
To increase your chances of building wealth and succeeding in life generally, there are two kinds of things you may need to do: (1) Expand your comfort zone; and (2) Shift your comfort zone up toward psychological alignment by reprogramming your brain more positively.

As a general recommendation, implement the suggestions in these 'millionaire' reports, and the main set of other Reports.

Following are some specific steps for you to consider:

  • Treatment Specifically for Psychological Reversal (and Curing Fears and Phobias). Refer to the book Five Minute Phobia Cure: Dr. Callahan's Treatment for Fears, Phobias and Self-Sabotage by Roger J. Callahan, Ph.D. Unfortunately, this book is out of print. However, if you would like information regarding Dr. Callahan's remarkable techniques, contact Mark Lindsay. Mark is a certified practitioner of the Callahan Techniques and Thought Field Therapy.

  • Do Things You Don't Normally Do. For some of us our comfort zone is like a safe little cocoon in which we hide and do our little insignificant, risk-free things. Anything new or different outside the comfort zone tends to be seen as risky, dangerous, uncomfortable, or even unworkable. The very thought of doing something new or different may "kick-in" negativity and drag us down toward psychological reversal. And if we tell our family, friends, and co-workers - most of whom are likely to be predominantly negative - many of them will automatically put down the idea, and we're likely to be dragged down toward psychological reversal.

    To expand your comfort zone, it's vital that you learn to do things outside your comfort zone that you don't normally do - and that you learn to overcome the negativity that "kicks in" - negativity from your own programs or from other people. The most basic way to deal with the negativity is to simply observe it, let it remain or be there, and continue doing what you need to do despite the negativity.

    The essential principle here is to stretch your comfort zone by doing those things that you normally wouldn't, and as a result the next time that same thing is easier to do. There's truth in that old saying that the only way to overcome fear of something is to do the very thing you're afraid of. This is a perfect example of expanding your comfort zone. There's a saying that goes something like: "Once a man stretches beyond his limits he never quite shrinks back to his former size."

    The experience that you can do things in the face of negativity is very powerful. It engages the principle of transforming obstacles into power facets of your personality. It sets the stage and develops your ability to handle and overcome more and more negativity - expanding and raising your comfort zone. As Nietzsche said, "What doesn't destroy me, makes me stronger."

    Most people only put this principle to work when situations or external circumstances throw an obstacle at them they can't avoid or escape. But when this happens, they're more likely to get stuck in what Robert Fritz calls the "reactive-response orientation" (in his book The Path of Least Resistance) as opposed to the "creative orientation." A self-actualizing, conscious decision-maker actively seeks out opportunities to do new and different things. And as you step outside your comfort zone, you could do the following:

    1. Recognize the mechanism - what happens in your consciousness - at work when you apply the Obstacles/Power Facets Principle;
    2. Notice how much more effectively you handle the obstacle when you do so from the creative orientation, rather than from the reactive-responsive orientation.
    3. Notice that every time you successfully handle and overcome negativity, you become more capable of dealing with negativity in general - your comfort zone expands and rises.
    4. Learn that you can deliberately engage the Obstacles/Power Facets Principle by consciously choosing to do things outside your comfort zone.

  • Learning Marketing. Many people are to some extent psychologically reversed in the area of selling. They find it difficult to handle rejection. The negativity associated with selling "failures" tends to shrink and lower their comfort zones to the point that they become so discouraged that they lose the strength and motivation to make further selling attempts.

    Most (legitimate) ways of making a fortune involve selling. You may have negative programs like, "I'm a poor salesperson" or "I hate selling." Consider the possibility that this is psychological reversal - or maybe just lack of competence.

    To learn marketing, I suggest you start with the marketing books in the Bibliography.

  • Idenics. A most effective and efficient methodology for handling most negative behavior patterns. For more information, call Michael Goldstein at 1-800-IDENICS (1-800-433-6427), or write to him at: Survival Services Intnl., 1670 S. Elkhart St, Aurora, CO 80012. Tell him Frederick Mann referred you.

  • The "Focusing" Technique. A profound yet simple technique developed by Dr. Eugene Gendlin to get in touch with your feelings and to allow your body to help you to free yourself from anything you're stuck in by using a special kind of "inward attention" called the "felt sense." Dr. Gendlin says, "Human problems are by their very nature such that we are each inherently in charge of ourselves. No authority can resolve our problems or tell us how to live. Therefore I and others have been teaching more and more people to help themselves and each other." See Dr. Gendlin's book Focusing in the Bibliography.

    Note: The more you succeed, the more your comfort zone will expand. The larger your comfort zone becomes, the easier it is for you to succeed. Thus, the more you succeed, the easier it becomes for you to succeed in future. This principle is also an aspect of the Infinite Bootstrap Principle - described in Report #13B: The Millionaire's Secret (II). There's just one problem: If your comfort zone gets too big for your boots and you try to expand too fast, your comfort zone could drop from the sky like a pricked balloon!

    Transforming Yourself from a Loser into a Winner
    In his most profound book How to Argue and Win Every Time, America's foremost trial lawyer - who hasn't lost a criminal case in decades - describes his transformation from a loser into a winner. This is also a metamorphosis from psychological reversal to psychological alignment. Mr. Spence used to lose case after case, to the point that he was in utter despair about his career. He writes as follows:

    "Assuming the role of prey - giving permission to be beaten: If losing is not a necessary part of my life, then why do I lose? Who gives permission to my opponents to beat me? Permission! I remember as a child being whipped by the bully on the block every day, until one day being whipped was no longer an acceptable way of life. Once I withdrew my permission for the bully to beat me up I was no longer beatable. The shift in the paradigm from one who granted permission to be beaten to one who withheld such permission was the magic. The power did not arise out of bolstering myself with false courage. I was still afraid. I did not deny my august failings as a young lawyer. I recognized that I lacked many skills, indeed, most skills of a competent trial lawyer. The power was in the single word: permission.

    For there to be prey, the prey must agree to play the role of the prey. Once recognizing my power to give or withhold permission to be prey, I would never again give myself permission to play the role of the vanquished. It was that simple.

    Something magically happened when I withdrew my permission to be beaten. How do I describe the changes that occurred? One does not see one's own expressions or observe the way one walks across the room. One cannot perceive accurately the effect one's energy imposes on others. I can only describe the phenomenon from the feedback of others. People perceived me differently. I looked different. I walked differently. The sound of my voice changed. I thought differently. My attitude, the attitude of a winner, became pervasive. I remember reassuring my client, "We will win. Do you know why? Because they have to kill me before they can get you, and they cannot kill me. They cannot kill me because I will never give them permission to kill me." The change permeated my being. An astounding metamorphosis occurred. I became a winner."

    Psychological Reversal and the Millionaire Reports
    When we are psychologically reversed, we tend to undercut our own efforts to achieve something. When we are reversed, we tend to produce results opposite to those we claim to desire. The 'Millionaire' reports contain some of the most powerful wealth-producing information to be found anywhere. However, I expect that many readers may find this concentrated compilation of wealth principles somewhat overwhelming. It's important that when we begin applying this information, we don't become discouraged by what may be perceived as an enormous task, and fall into a state of psychological reversal.

    For some it may be necessary to read these reports several times. Never underestimate the power of repetition! Also, some of the pieces of the puzzle may only fall into place after the third or fourth reading.

    In any case, I recommend the following steps as a basic bare-bones plan for implementing the information in the reports:

    1. Make a fundamental decision or decisions regarding the results you want to produce.
    2. Make an objective and realistic assessment of yourself and your life and determine if there are any areas in which you are psychologically reversed. (This includes an assessment of the results you are currently producing.)
    3. Using the Small-Step-Progression Principle, begin eliminating psychological reversal in those areas.
    4. You may want to make a special effort to find at least one person to work with you. It's much easier to do the "work" suggested by these reports, if there are at least two people giving each other mutual support and feedback.
    5. Using the Small-Step-Progression Principle, begin implementing the information found in the ´┐ŻMillionaire' reports. In the course of doing so, you may find many opportunities to expand and raise your comfort level. Please keep in mind that the best way to expand your comfort zone is to do so intentionally by using the Obstacles/Power Facets Principle discussed above.
    6. Continue to monitor yourself for psychological reversal by assessing the results you produce.


    by Frederick Mann and Mark Lindsay

    The Three Biggest Industries
    Energy production is the biggest industry in the world. The second biggest industry is "illegal" drugs. The third biggest is the computer industry.

    Why is "illegal" drugs such a big industry? Could it be because people hate themselves and drugs provide the illusion of escape from the hated self?

    Venturist Monthly News (published by The Society for Venturism, 7895 E. Acoma Drive #110, Scottsdale, AZ 85260), issue #56, August 1993 contains a letter from Jim Ogle:

    "On page 44 [of Introduction to Venturism] I found, to my own shock and dismay, your own recognition of the fundamental problem: "The problem is, they aren't that interested in extending their lives. It is perhaps the greatest challenge we face, in the whole immortalist movement. Somehow we have to convince people that... they are worthwhile, in a fundamental way...

    "What you are saying is that people don't like themselves. They even hate themselves. With shock and dismay I admit it to myself. I dare to presume that it is generally, almost universally true. People hate themselves. They couldn't stand to live without the hope of death."

    I've often wondered why most people, when presented with the idea of biological or physical immortality - the idea of living forever - reject it out of hand. Jim Ogle may have put his finger on it: self-hatred. Most people hate themselves, so the prospect of living forever is unbearable. Could self-hatred be the most fundamental human problem?

    In 1967 I shared a house with some friends in Tunbridge Wells, England. They had a 3-year old son. One day the mother lost her temper and repeatedly shouted to her son, "You're a naughty boy!" He cried and insisted vehemently that he was not naughty. His mother's shouts were a kind of "curse" which he may or may not have internalized. The mother did not "curse" her son maliciously. She simply repeated robotlike the "curses" she had received from her own mother.

    In Brussels, Belgium I had a ladyfriend who, after making a mistake or playing a bad shot on the tennis court, said, "Kill me!" After playing a bad golf shot I used to shout at myself, "You stupid idiot!" My father had many times "cursed" me as a "stupid idiot."

    It is a central tenet of most Christian religions that humans are basically evil. We are "born in sin."

    Maybe the consequence of all these "curses" is that practically all humans hate themselves, at least in some respects.

    Freud said that humans seem to suffer from a death-wish he called "thanatos." Maybe self-hatred and death-wish are really the same thing.

    Jung classified part of the human personality as the "shadow" - that part of your self, which is bad or evil. Because you can't confront it you deny or suppress it and project it onto others. Jung would say that the person who goes around complaining about how unreliable everybody is, is himself unreliable - but denies or suppresses his own unreliability and projects it onto others. Maybe all our selves contain "shadows" of self-hatred.

    Of course, self-hatred is just another term for psychological reversal.

    Advanced Psychological Alignment involves identifying all the major factors contributing to self-hatred or psychological reversal, and correcting and improving yourself, your thinking, and your behavior in these areas. Another way to put it is that you identify all the major areas of human and personal failure programs and that you replace your failure programs with success programs.

    Major Factors of Psychological Reversal
    There are some human failure programs which are so pervasive that just about every human being suffers from them to some degree. These failure programs could be referred to as "basic human problems."

    You can begin to shift yourself towards greater and more advanced psychological alignment by becoming aware of these pervasive problems and identifying the extent to which your behavior and mental functioning reflect these problems.

    A substantial list of these could be developed by studying the Reports. The following is a short list of additional issues not detailed elsewhere:

    Personal Growth and Self-Development
    Recently I discovered a company called Centerpointe Research Institute. They seem to have developed the most advanced "brain-enhancement" technology I know of. Get more information from their Website, or contact them at: Dept. A, Centerpointe Research Institute, 4470 SW Hall Blvd, Suite 173, Beaverton, OR, 97005, U.S.A; Call toll free 1-800-945-2741 (US and Canada only) or 1-503-672-7117 (outside US and Canada).

    Let me give you some more tips. Three-hundred-and-seventy-six years ago, Francis Bacon wrote in his Novum Organum:

    "The good effects wrought by founders of cities, law-givers, fathers of the people, extirpers of tyrants, and heroes of that class, extend but for short times: whereas the work of the Inventor, though a thing of less pomp and show, is felt everywhere and lasts for ever." [emphasis added]

    Now let me introduce the concept of "HEURISTIC." A heuristic is a general rule of thumb. Bacon expressed a heuristic, a rule of thumb, that says the inventor is more important than the politician.

    A heuristic I have often expressed is "the economic means is more powerful than the political means." In looking for solutions to the many human problems, look for economic solutions, rather than political solutions. Look for solutions you can make money with. Look for inventions.

    The Bacon Heuristic also illuminates an important problem: Given the thousands of books being published every year, how do you identify the most useful ones? And why would you want to identify the most useful books? Because the solutions (at least, partial solutions) to practically all human problems have already been published. (Fortunes can be made by developing practical implementations for existing solutions.)

    I found Bacon's heuristic quoted in Adrian Berry's book The Next 500 Years: Life in the Coming Millennium. The very appearance of this profound heuristic indicates that Mr. Berry is most likely a profound thinker and integrator, and that his book is likely to be very useful.

    If you quickly look through a book and you find a few powerful heuristics, then the chances are it's a useful book. When I came across the Centerpointe information, I quickly found the heuristic:

    "Providing the brain progressively with input it finds difficult to handle, pushes the nervous system to reorganize at higher levels of functioning."


    by Frederick Mann

    Most individuals - and most companies - work for money. They tend to have huge debts and pay a great deal of interest. They tend to be at the effect or mercy of money. They frequently experience cash-flow problems - difficulties with paying the bills. Sometimes major companies have to sell off some of their assets and lay off thousands of personnel just to pay their bills and survive.

    Some individuals - and companies - shift into a mode of operation where money works for them, rather than working for money. I have personally experienced this shift. I no longer have to work for money, because money now works for me. And the same applies to some of the companies I've launched.

    When money works for you, you are cause over money. You experience "Mind-over-Money!" Money - or the lack of it - ceases to be problem.

    The value of this shift is priceless, because once you have made the shift, you can simply create whatever money you want. Knowing that you do not have to work for money is extremely liberating and gives you an intense feeling of happiness and well-being.

    [The Arizona Republic of April 16, 1996, carried a report on:

    "Bryant Universal Roofing Inc., one of the nation's largest roofing contractors with an estimated $150 million in business last year, laid off its entire workforce of 1,300 workers..."

    "...[H]as closed its doors and left about 370 Arizona employees jobless, some of them without paychecks for as long as three weeks."

    "The company had undergone a debt restructuring about two months ago, receiving a $15 million revolving loan..."

    So, here we have a company with 1,300 workers and $150 million annual revenue. They also have a big debt and have to make substantial interest payments. They run into severe cash-flow problems. Suddenly they can't cover their payroll and they have to close their doors.

    Had this company applied Nick Penn's Most Basic Wealth Principle - see Report #13A: The Millionaire's Secret (I) - instead of suffering from ever-increasing debt, they would have accumulated cash and applied the cash to create additional income streams. The information in these reports is potentially worth hundreds of millions to such a company.]

    Debt can be a horrendous obstacle to wealth. In a sense, debt is a violation of the Most Basic Wealth Principle, because in essence it involves consuming more than you produce. For many people, the first step to learning to become wealthy is to learn how to get out of debt.

    When you borrow money on which you have to pay interest, you at least partially have to work for the lender to pay his interest. (Of course, if you can borrow money at 10% per year and use it to earn 15% per year for you, then you're making someone else's money work for you!)

    My father was a farmer who early in his career got into debt. He worked hard - mostly to pay interest to the bank. He died a poor man. Most of his working life was spent enriching the bank.

    To learn how to get out of debt I recommend the superb book Your Money or Your Life by Joe Dominguez and Vicki Robin. - see Bibliography.


    by Frederick Mann

    Included here are books I believe to be of the greatest practical value for expanding and raising your comfort zone, and increasing your personal wealth. No one person can tell you everything you need to know about realizing your potential or how to make a fortune or become a millionaire. Most successful people and/or millionaires don't really know completely why or how they did it - much knowledge is tacit or unspoken; and, as Nietzsche said, human consciousness is in its infancy. The more people you learn from, the better. And the more information you have available to you, the more powerful the decisions you make.

    Even though most millionaires consciously recognize only a few of the success principles they use, they become spectacularly successful anyway. Imagine the results you can achieve if you consciously apply all the principles discussed in these reports - and maybe in a few of the books.

    This Bibliography is divided into three parts. Part 1 contains the books I regard as most important - fundamental. Part 2 is important - primary. Part 3 is less important - secondary. (Refer also to the bibliography of Report #10: How To Achieve and Increase Personal Power.)

    Part 1

    Beckman, Robert: The Downwave: Surviving the Second Great Depression (Milestone Publications, Portsmouth, England; 1983). Important information on our likely financial and economic future and how to deal with it.

    Berry, Adrian: The Next 500 Years: Life in the Coming Millennium (W.H. Freeman, NY; 1996). Vital insights, principles, and heuristics relating to wealth. Inspiring view of our future.

    Bloom, Howard: The Lucifer Principle (Atlantic Monthly Press, NY; 1995). A very important analysis of culture, creativity, violence, and self-destruction - including "the rise and the fall of the American empire."

    Bovard, James: Lost Rights: The Destruction of American Liberty (St. Martin's Press, NY; 1994). If you don't realize that America has become a tyrannical police state comparable to Nazi Germany, then you should read this book.

    Branden, Nathaniel: Taking Responsibility: Self-Reliance and the Accountable Life (Simon & Schuster, NY; 1996). What self-responsibility is and why it's the key to all else. "Branden will undoubtedly rank as one of the great psychologists of the twentieth century." - Colin Wilson, famous author of The Outsider.

    Branden, Nathaniel: The Six Pillars of Self-Esteem (Bantam Books, NY; 1994). Increasing your self-esteem is a most important aspect of psychological alignment - this book tells you how.

    Brown, Tony: Black Lies, White Lies: The Truth According to Tony Brown (Morrow, NY; 1995). Tony Brown is a black conservative journalist who hosts the Tony Brown's Journal show on the Public Broadcasting Service. He's a strong advocate of self-reliance and personal empowerment. He has played a major role in exposing the "AIDS" hoax.

    Burkett, Larry: The Coming Economic Earthquake (Moody Press, Chicago, IL; 1994). Lessons from the 30s depression, the New Deal, and other economic fiascoes; analysis of the present American economy; what to do about it.

    Callahan, Roger J., Ph.D.: Five Minute Phobia Cure: Dr. Callahan's Treatment for Fears, Phobias and Self-Sabotage (Out of print). The physical cause and treatment for fears and phobias - works within a few minutes. "Psychological reversal" and how it causes self-sabotage - its treatment.

    Carroll, John: Break-Out from the Crystal Palace - The Anarcho-Psychological Critique: Stirner, Nietzsche, Dostoevsky (Routledge and Kegan Paul, London; 1974). Brilliant exposition of Anarcho-Psychology; profound contribution to the psychology of freedom.

    Casey, Douglas: Crisis Investing for the Rest of the '90s (Carol Publishing, NY; 1993). Investment advice from the world's bestselling financial author.

    Collier, James M. & Collier, Kenneth F.: Votescam: The Stealing of America (Victoria House Press, NY; 1992). Thrilling and convincing exposé of how about 60% of U.S. political elections are rigged.

    Cook, David & Sellers, Deborah: Launching a Business on the Web (Que Corp., Indinapolia, IN; 1995). An excellent manual for launching a business on the Internet's Worldwide Web.

    Davidson, James Dale & Rees-Mogg, Lord William: The Great Reckoning: Protect Yourself in the Coming Depression (Simon & Schuster, NY; 1993). A thorough analysis of major world economies and their likely futures - and how to deal with them.

    Deci, Edward L.: Why We Do What We Do: The Dynamics of Personal Autonomy (Putnam, NY; 1995). An important manual of motivation, personal autonomy, and freedom. Includes important motivational studies that yielded surprising results and findings.

    Dent, Harry S.: The Great Boom Ahead: Your Comprehensive Guide to Personal and Business Profit in the New Era of Prosperity (Hyperion, NY; 1993). Why there could be a great economic boom in America before the end of the 90s and how you can profit from it.

    De Ropp, Robert S.: Self Completion (Gateways, PO Box 370, Nevada City, CA 95959). How to complete your self-development by a student of Gurdjieff and Ouspensky.

    De Ropp, Robert S.: Warrior's Way: The Challenging Life Games (Delta, NY; 1979). Important biographical information on how to become more conscious by a student of Gurdjieff and Ouspensky.

    Dohrman, Bernhard: Living Life as a Super Achiever (IBI Publishing, PO Box 173, Madison, AL 35758). Vital information on decision-making and networking (power relationships).

    Dominguez, Joe & Robin, Vicki: Your Money or Your Life: Transforming Your Relationship with Money and Achieving Financial Independence (Penguin Books, NY; 1992). A comprehensive, systematic, step-by-step approach to implement the Most Basic Wealth Principle: Produce More than You Consume. A superb approach to getting out of debt. Thoroughly tried and tested methods that have worked for thousands of people. One of the best books on wealth creation I know of.

    Duesberg, Dr. Peter: Inventing the AIDS Virus (Regnery, Washington, DC; 1996). More than 300 leading medical researchers, physicians, scientists, academics, and Nobel prize winners from around the world have publicly questioned the political dogma that "HIV causes AIDS." A comprehensively documented 720-page exposé of the "AIDS" scandal.

    Ellis, Albert, Ph.D. & Harper, Robert A., Ph.D.: A New Guide to Rational Living (Wilshire Book Co., 12015 Sherman Rd, N. Hollywood, CA 91605; 1975). Basics of "Rational-Emotive Therapy" (RET). How to improve your rational thinking skills for emotional control and to control your own destiny. A vitally important self-reprogramming manual.

    Emery, Gary, PhD. & Emery, Pat: The Positive Force: Overcoming Your Resistance to Success (Penguin, NY; 1992). Whenever you want something, there also tends to be automatic resistance to getting what you want. Your desire is the first force. The resistance is the second force.

    "When you work only with your first-force desire or the second-force resistance, you're stuck on the horizontal level. Good feelings, the third force, allow you to ascend to a higher level of perception and functioning."
    Includes a chapter on psychological reversal.

    Figgie, Harry E., Jr. with Swanson, Gerald J., Ph.D.: The Coming Collapse of America and How to Stop It (Little Brown, Boston, MA; 1992). Why the US$ could be wiped out during a coming financial crisis.

    Fritz, Robert: The Path of Least Resistance (Stillpoint Publishing, 27 Congress St, Salem, MA 01970; 1987). Basics of "Rational-Emotive Therapy" (RET). By far the best book available on setting and achieving goals.

    Gendlin, Eugene T., Ph.D.: Focusing (Bantam Books, NY; 1981). A simple yet powerful technique to utilize the "wisdom of the body" to expand and raise your comfort level.

    Goldberg, Herb, Ph.D. & Lewis, Robert T., Ph.D.: Money Madness: The Psychology of Saving, Spending, Loving, and Hating Money (New American Library, NY; 1979). About 90% of crimes are committed for money. Problems with money are a factor in the breakup of most marriages. An important guide to "money sanity" - psychological alignment in the area of money.

    Goldratt, Eliyahu M.: The Goal: A Process of Ongoing Improvement (North River Press, Great Barrington, MA; 1986). One of the best management books available. Translated into 13 languages; sold over a million copies.

    Goldratt, Eliyahu M.: It's Not Luck (North River Press, Great Barrington, MA; 1994). Breakthrough problem-solving thinking processes.

    Golomb, Jacob.: Nietzsche's Enticing Psychology of Power (Iowa State University Press, Ames, IA; 1989). In my opinion, Nietzsche was both one of the greatest psychologists and one of the greatest philosophers of all time. More than anyone else, Nietzsche inspired me to throw off my slave mentality and develop my personal power. (See also Thiele below.)

    Gross, Martin L.: A Call for Revolution: How Washington is Strangling America - and How to Stop It (Ballantyne Books, NY; 1993). Very good exposé of U.S. government politicians' and bureaucrats' corruption and waste.

    Gross, Martin L.: The Great Whitewater Fiasco: An American Tale of Money, Power, and Politics (Ballantyne Books, NY; 1994). Very good exposé of the Clintons' corruption.

    Gross, Martin L.: The Government Racket: Washington Waste from A to Z (Bantam Books, NY; 1992). Very good exposé of waste by U.S. federal government politicians and bureaucrats.

    Gross, Martin L.: The Political Racket: Deceit, Self-Interest and Corruption in American Politics (Ballantine, NY; 1996). Comprehensive exposé of corruption in the American political system.

    Gross, Martin L.: The Tax Racket: Government Extortion from A to Z (Ballantyne Books, NY; 1995). Very good exposé of U.S. taxes in general and the IRS in particular.

    Hart, Leslie A.: How the Brain Works: A New Understanding of Human Learning, Emotion, and Thinking (Basic Books, NY; 1975). A most important explanation of how your brain works.

    Hart, Leslie A.: Human Brain and Human Learning (Longman, NY; 1983). Why coercion is incompatible with the way your brain works. Why coercion causes "downshifting" into the primitive parts of the brain.

    Hartmann, Thom: Attention Deficit Disorder: A Different Perception (Underwood Books, CA; 1993). If anyone you know has been branded as "suffering from attention deficit disorder," you better read this book. Contrasts "hunter-types" to "farmer types." Your success in life may depend on establishing whether by nature you're a "hunter" or a "farmer."

    Hawkins, David R., MD.: Power vs Force: An Anatomy of Consciousness (Veritas Publishing, SR2 Box 817, Sedona, AZ 86336; Fax: 520-282-4789; 1995). Important information on raising level of consciousness, increasing personal power, and kinesiology. Contains some powerful heuristics.

    Hewitt-Gleeson, Dr. Michael: Software for the Brain (Wrightbooks, PO Box 2301, North Brighton, Victoria 3186, Australia - phone (03) 596-4262; 1993). How to apply the Infinite Bootstrap Principle to your brain. Some of the most powerful reprogramming techniques available.

    Hill, Napoleon: Think and Grow Rich (Combined Registry, Chicago, IL; 1960). A classic on creating wealth.

    Hirschberg, Caryl & Barasch, Marc Ian: Remarkable Recovery: What Extraordinary Healings Tell Us about Getting Well and Staying Well (Riverhead Books, NY; 1995). Psychological alignment and health.

    Jeffers, Susan, Ph.D.: Feel the Fear and Do It Anyway (Fawcett Columbine, NY; 1987). Important information and techniques for understanding and handling fear.

    Katselas, Milton: Dreams Into Action: Getting What You Want! (Dove Books - Distributed by Penguin, NY; 1996). Down-to-earth techniques for converting your limitations and blocks into triumphs; how the most "unlikely winners" can transform their dreams into effective action and spectacular results.

    Langer, Ellen J.: Mindfulness (Addison-Wesley, Reading, MA; 1989). Contrasts "mindfulness" with "mindlessness" - analogous to the contrast between "conscious" and "unconscious" or "psychological alignment" and "psychological reversal."

    Leary, Timothy: Exo-Psychology: A Manual on the Use of the Human Nervous System According to the Instructions of the Manufacturers (Starseed/Peace Press, PO Box 188, Culver City, CA 90230; 1977). How to understand and improve your brain and nervous system.

    Leary, Timothy with Wilson, Robert Anton & Koopman, George A.: Neuropolitics: The Sociobiology of Human Metamorphosis (Starseed/Peace Press, PO Box 188, Culver City, CA 90230; 1977). How to understand politics and transcend it.

    Le Bon, Gustave: The Crowd: A Study of the Popular Mind (Penguin Books, NY; 1977). How people's thinking and behavior change when they become part of a crowd - in some important respects they go into severe psychological reversal. A most important classic.

    LeBoeuf, Michael: The Perfect Business: How to Make a Million from Home (Simon & Schuster, NY; 1996). You already have the greatest moneymaker in the world: your mind. But you may not have a user manual for it. LeBoeuf has produced an excellent user manual on how to create your perfect business.

    Leonard, Jim and Laut, Phil: Rebirthing: The Science of Enjoying All Your Life (Trinity Publications, 1636 N. Curson Ave, Hollywood, CA 90046 - 213-876-6226; 1983). Important information and techniques for understanding and overcoming negativity.

    LeBoeuf, Michael, Ph.D.: The Greatest Management Principle in the World (Putnam, NY; 1985). One of the most powerful books on management. It does justice to its title. Down-to-earth.

    Lewis, Dr. Robert T.: Taking Chances: The Psychology of Losing & How to Profit from It (Houghton Mifflin, Boston, MA; 1979). To become a millionaire requires taking risks. There are bound to be many losses on the way. This book tells you how to deal with the losses and use them to best advantage.

    Limbaugh, Rush: See, I Told You So (Simon & Schuster, NY; 1993). Important freedom and success information.

    Limbaugh, Rush: The Way Things Ought to Be (Simon & Schuster, NY; 1992). Important freedom and success information.

    Morgan, George Allan, Jr.: What Nietzsche Means (Greenwood Press, Westport, CT; 1975). Comprehensive exposition of Nietzsche's philosophy, psychology, and esthetics.

    Morris, Roger: Partners in Power: The Clintons and their America ( Henry Holt, NY; 1996). A 500-page exposé and indictment of Bill and Hillary Clinton. If you don't yet realize just how corrupt the Clintons are, you should read this. Written by a former member of Nixon's National Security Council - who resigned his post in protest over the Vietnam War - and published by a major New York publisher.

    Needleman, Jacob: Money and the Meaning of Life (Doubleday, NY; 1991). A most important book on the psychology of money - how to explore money issues for personal growth and development.

    Nietzsche, Friedrich: Beyond Good and Evil (Penguin Books, London; 1979). Aphorisms to help you question everything.

    Nietzsche, Friedrich: Twilight of the Idols & The Antichrist (Penguin Books, London; 1978). How to smash your idols - false concepts and beliefs.

    Pugsley, John A.: The Alpha Strategy: The Ultimate Plan of Financial Self-Defense (Harper & Row, NY; 1981). One of the best books available for understanding money, wealth, taxation, inflation, and regulation - and what you should do to create and conserve your personal wealth.

    Rand, Ayn: Atlas Shrugged (New American Library, NJ; 1957). U.S. surveys consistently show that Atlas Shrugged is the book that influences people second-most (The Bible is first). See in particular Francisco d'Ansonia's speech on money in the chapter "The Aristocracy of Pull" and the real reason behind most government laws in the chapter "White Blackmail."

    Ringer, Robert J.: How You Can Find Happiness During the Collapse of Western Civilization (Harper & Row, NY; 1983). Explains why the gradual collapse of Western civilization continues day by day. Why hyperinflation and complete destruction of the U.S. dollar and financial system are inevitable. How to survive it all.

    Robbins, Anthony: Awaken the Giant Within: How to Take Immediate Control of Your Mental, Emotional, Physical & Financial Destiny (Simon & Schuster, NY; 1992). A powerhouse of information and techniques for reprogramming yourself for success.

    Ruwart, Dr. Mary J.: Healing Our World: The Other Piece of the Puzzle (SunStar Press, PO Box 342, Kalamazoo, MI 49005; 1992). Freedom solutions to personal and societal problems. Especially good on environmental solutions. Very good introduction to freedom.

    Savage, Eric: How to Start a Global Business Empire - Even from Your Own Home (Neo-Tech Publishing, 850 S. Boulder Hwy, Henderson, NV 89015; Tel.: (702) 891-0300). Important guidelines and principles for "globalizing" your business.

    Schuller, Robert H.: Self-Love: The Dynamic Force of Success (Hawthorne Books, NY; 1969).

    "...[T]hose who think negatively simply do not think highly of themselves. Every negative thinker I have ever met distrusts himself, belittles himself, and downgrades himself. This lack of self-worth lies at the root of almost every one of our personal problems."
    A comprehensive manual of self-love.

    Sieden, Lloyd Steven: Buckminster Fuller's Universe (Plenum Press, NY; 1989). A comprehensive biography with an emphasis on the principles and methods discovered and developed by a remarkable philosopher/inventor.

    Slater, Philip: Wealth Addiction (E.P. Dutton, NY; 1983). How to understand money, and be cause over it, rather than being the effect of it.

    Spence, Gerry: From Freedom to Slavery: The Rebirth of Tyranny in America (St. Martin's Press, NY; 1993). Important aspects of freedom by America's leading trial attorney. Exposes the oppressive partnership between big government, big corporations, and big media.

    Spence, Gerry: How to Argue and Win Every Time (St. Martin's Press, NY; 1995). A superb manual on how to present and argue your case. Important guidelines for personal growth and increasing your personal power.

    Snyder, Julian M.: The Way of the Hunter-Warrior: How to Make a Killing in Any Market (Richardson & Snyder Books; 1982). Superb book on strategies, tactics, and decision-making for investors and speculators.

    Stirner, Max: The Ego & Its Own (Rebel Press, London; 1982). The philosophy of the greatest idol-smasher of all.

    Tannehill, Morris & Linda: The Market for Liberty (Fox & Wilkes, 938 Howard St #202, San Francisco, CA 94103; 1993). One of the best books available explaining why government is an unnecessary evil, why everything that needs to be done in society can be done better in the absence of government, and how we can advance to a free society.

    Thiele, Leslie Paul: Friedrich Nietzsche and the Politics of the Soul: A Study of the Heroic Individualsim (Princeton University Press, NJ; 1990). One of Nietzsche's most powerful themes was; "how to become who you really are." Thiele writes:

    "The individual is not so much a reality as a goal. The heroic task, assumed only by the few, is to become a sovereign individual... The aim is to the curse of individuation into the blessing of autonomy."
    Must reading for anyone who wants to become an autonomous sovereign individual. (See also Golomb above.)

    Van Fleet, James K.: The Power Within! Tap Your Inner Force and Program Yourself for Success (Prentice Hall, NJ; 1994).

    "...[W]ithin each and every human being there is an infinite, unlimited, and powerful force that works even better than the most sophisticated computer you could ever imagine. That infinite and unlimited force within every person is the subconscious mind, The Power Within! ...lying there dormant, just waiting for you to use it... You need only to activate it and put its power to work in your life so that all these marvelous benefits - and more - can be yours."

    Wallace, Frank R.: Neo-Tech Cosmic Power (Neo-Tech Publishing, PO Box 906, Boulder City, NV 89005; 1989). The 114 "Neo-Tech Advantages" that could transform your thinking and life.

    Wegscheider-Cruse, Sharon.: Learning to Love Yourself: Finding Your Self-Worth (Health Communications, Dearfield Beach, FL; 1987). Self-worth is a choice. How to rid yourself of self-defeating thinking and behavior. All the things you need to do to develop your self-worth and learn to love yourself.

    Weil, Andrew, M.D.: Spontaneous Healing: How to Discover and Enhance Your Body's Natural Ability to Maintain and Heal Itself (Alfred A. Knopf, NY; 1995). Psychological alignment and health.

    Wetherill, Richard W.: Dictionary of Typical Command Phrases (Alpha Publishing, Royersford, PA; (800) 992-9124; 1992). "People think their way into trouble; therefore, they can think their way out." An indispensable manual for improving your thinking skills. A comprehensive dictionary of "command phrases" that trap people in wrong thinking that produces wrong results.

    Wetherill, Richard W.: How to Solve Problems and Prevent Trouble (Alpha Publishing, Royersford, PA; (800) 992-9124; 1991). The Right-Action Ethic: Right thinking causes right action which gets right results: always think, say and do what is right; refuse to think, say or do what is wrong. All preventable problems are caused by poor thinking. An excellent manual of thinking skills.

    Wetherill, Richard W.: Leadership Into the 21st Century (Alpha Publishing, Royersford, PA; (800) 992-9124; 1992). How to apply the Right-Action Ethic in business.

    Wetherill, Richard W.: Right is Might: A Basic Book on Ethical Behavior (Alpha Publishing, Royersford, PA; (800) 992-9124; 1991). The basic exposition of Weatherill's Right-Action Ethic: Right thinking causes right action which gets right results: always think, say and do what is right; refuse to think, say or do what is wrong.

    "Of all the vital faculties available to man, the ability to base one's life on the principle of absolute right is the ability that underlies all the rest."

    Part 2

    Applied Cynergetics: The Cynergetics Sixty Minute Success/Wealth Guidebook (Applied Cynergetics, 1308 Broad St, San Luis Obispo, CA 93401; 1991). Key success principles you can read in 60 minutes. Down-to-earth. Very powerful.

    Bandler, Richard & Grinder, John: Reframing: Neuro-Linguistic Programming™ and the Transformation of Meaning (Real People Press, PO Box F, Moab, UT 84532; 1985). Powerful techniques for changing the ways we see things and the meanings we attach to what we see.

    Bandler, Richard & Grinder, John: Using Your Brain - for a Change (Real People Press, PO Box F, Moab, UT 84532; 1985). Powerful self-reprogramming techniques.

    Bridwell, Rodger W.: Reality in the Stock Market (Lancer Books, NY; 1970). Important information on how to win in the stock market, including the "Unique Profit Breakthrough" concept.

    Ellis, Albert, Ph.D.: Human Psychotherapy: The Rational-Emotive Approach (McGraw-Hill, NY; 1973). Manual for psychotherapists on Rational-Emotive Therapy - how to solve psychological problems with improved thinking skills.

    Gillies, Jerry: Friends: The Power and Potential of the Company You Keep (Coward, McCann & Geoghegan, NY; 1976). Superb how-to manual for handling friendships.

    Hopkins, Claude C.: My Life in Advertising & Scientific Advertising (NTC Business Books, 4255 W. Touhy Ave, Lincolnwood, IL 60646; 1990 - first published in 1927 and 1923, respectively). A must for anyone involved in advertising. Down-to-earth. David Ogilvy said:

    "Nobody should be allowed to have anything to do with advertising until he has read this book (Scientific Advertising) seven times. It changed the course of my life."

    Reeves, Rosser: Reality in Advertising (Alfred A. Knopf, NY; 1979 - first published in 1960). An enduring advertising classic. Describes important advertising concepts and principles. Down-to-earth.

    Suarez, Benjamin: 7 Steps to Freedom II: How to Escape the American Rat Race (Suarez Corporation Industries, 7800 Whipple Ave, NW, North Canton, OH 44720 - (216) 494-5504; 1993). A wealth of practical mail-order know-how. Autobiographical. Down-to-earth.

    Sugarman, Joseph: Success Forces (Contemporary Books, Chicago; 1980). Autobiography of the successful mail order marketer of calculators and other electronic gadgets. Down-to-earth.

    Part 3

    Antin, H. Brad and Alan J: Secrets from the Lost Art of Common Sense Marketing (The Antin Marketing Group, 600 Cleveland St #780, Clearwater, FL 34615). Practical, powerful marketing principles. How to succeed during recessions and depressions. Down-to-earth.

    Axelrod, Robert: The Evolution of Cooperation (Basic Books, NY; 1984). Why and how cooperation tends to evolve spontaneously.

    Block, Stanley, M.D. & Correnti, Samuel, Ph.D.: Psyche, Sex and Stocks: The Psychodynamic Key to Beating the Market (Windsor Books, PO Box 280, Brightwaters, NY 11718; 1973). Psychological forces (sometimes hidden) behind winning and losing. How to transcend compulsive losing. Important information on understanding money, personal growth and development, and decision-making.

    Cunningham, Jan: All About Multi-Level Marketing - The Wave of the Future with Five Steps to Success (CMC Multi-Level Marketing, 1020 15th Street, Suite 41C, Denver, CO 80202; 1986).

    "Of the 500,000 millionaires in America today [1984], 20% of them made their fortune from 1978 to 1984, in six short years, in Multi-Level Marketing."

    Dawson, Roger: Secrets of Power Persuasion: Everything You'll Ever Need to Get Anything You'll Ever Want (Prentice Hall, NJ; 1992). The most comprehensive and most powerful book on persuasion I know of. Down-to-earth

    Du Vall, Dean F.V.: DAX Complete Guide To Direct Mail and Mail Order (Du Vall Press, Box 1595, Boulder City, NV 89005; 1982). Useful, practical advice from a highly successful practitioner. Autobiographical. Down-to-earth.

    Du Vall, Dean F.V.: The Du Vall Method For Acquiring Great Self-Publishing Wealth (Du Vall Press, Box 1595, Boulder City, NV 89005; 1982). Du Vall describes how he did it. Important principles. Autobiographical. Down-to-earth.

    Du Vall, Dean F.V.: Grab Your Share of the Wealth: A Comprehensive Course on Commercial Newsletter Publishing (Du Vall Press, Box 1595, Boulder City, NV 89005; 1984). A valuable guide to newsletter publishing. Cost me $100. Autobiographical. Down-to-earth.

    Elias, Christopher: Fleecing the Lambs (Fawcett Publications, CT; 1971). What you should know before investing on Wall Street.

    Fleet, James K. Van: The 22 Biggest Mistakes Managers Make And How to Correct Them (Parker Publishing, NY; 1973). An important set of tools for every leader or manager. Down-to-earth.

    Fraser-Robinson, John: The Secrets of Effective Direct Mail (McGraw-Hill, London; 1989). Comprehensive British textbook, specifically on direct mail - advertising via mail. Covers the minutest details, for example designing mailpieces with a "natural eye path" - various items are placed so the eye follows a natural path, picking up the essential information on each page in a second or two. Extremely sophisticated.

    Helmstetter Shad: Finding the Fountain of Youth Inside Yourself (Pocket Books, NY; 1991). To increase your youthfulness, vitality, and health.

    Helmstetter Shad: The Self-Talk Solution (Pocket Books, NY; 1988). Important principles of personal programming.

    Hoge, Cecil C., Sr.: Mail Order Moonlighting (Ten Speed Press; 1976). How to start a mail order business in your spare time. A treasury of practical advice. Sophisticated.

    Holtz, Herman: Great Promo Pieces: Create Your Own Brochures, Broadsides, Ads, Flyers, and Newsletters That Get Results (John Wiley, NY; 1988). Excellent instruction manual for writing advertising copy. Down-to-earth.

    Hopkins, Tom: How to Master the Art of Selling (Warner, NY; 1980). Comprehensive textbook on selling by one of the world's greatest salesmen of all time. Down-to-earth.

    Kennedy, Daniel S.: The Ultimate Sales Letter (Bob Adama, 260 Center St, Holbrook, MA 02334; 1990). Powerful, step-by-step procedure for writing winning sales letters. Down-to-earth.

    LeBoeuf, Michael, Ph.D.: How to Win Customers and Keep Them for Life (Berkley Books, NY; 1989). Covers product development, marketing, selling, and customer service. Down-to-earth.

    Levinson, Jay Conrad: Guerilla Marketing: Secrets for Making Big Profits from Your Small Business (Houghton Mifflin, Boston; 1984). Covers a wide range of marketing methods and vehicles,

    "Guerilla marketing demands that you scrutinize every single one of these marketing methods and more, then use the combination that seems best for your business."

    Lilly, John C.: The Human Biocomputer (Sphere Books, London; 1974). Important characteristics of your brain as a programmable computer.

    Nash, Edward L.: Direct Marketing: Strategy, Planning, Execution (McGraw-Hill, NY; 1982). Comprehensive textbook, covering a range of media - mail order, direct mail, telephone, radio, TV. Sophisticated.

    Ogilvy, David: Ogilvy On Advertising (Pan Books, London; 1983). One of the most successful advertisers tells how it is done. On page 210 there is a picture of Governor Dewey ("a scientific demagogue") with two posters from his 1950 campaign: "CRUSADE FOR FREEDOM - SEND A MESSAGE BEHIND THE IRON CURTAIN" and "CRUSADE FOR FREEDOM - LIGHTS THE TORCH OF LIBERTY FOR THE CAPTIVE PEOPLE OF EUROPE AND ASIA." Ogilvy says,

    "There is one category of advertising which is totally uncontrolled and flagrantly dishonest: the television commercials for candidates in Presidential elections. ...I have never taken political parties as clients..."

    Ries, Al & Trout, Jack: Bottom-Up Marketing (Penguin, NY; 1990). The essence of "bottom-up marketing" is finding a tactic that works, then building that up into a strategy. Example: A flyer advertising The Economic Rape of America was given to three people in a small business. They all bought. If further testing proves this tactic workable, then it could be developed into a marketing strategy based on the theme: "America is bankrupt! What can you do to rescue yourself?"

    Roller, David: How To Make Big Money in Multi-Level Marketing (Prentice Hall, NJ; 1989). Excellent multilevel marketing "how-to" manual.

    Schwartz, Eugene M.: Breakthrough Advertising: How to Write Ads that Shatter Traditions and Sales Records (Boardroom Books, 1984 - first published in 1966).

    "There is a way to develop an entirely new market for a new or an old product. That way involves a certain number of clearly-defined steps. And in this book I show you every single one of those steps."

    Simon, Julian L.: How to Start and Operate a Mail-Order Business (McGraw-Hill, NY; 1980). A comprehensive guide to mail order. Sophisticated.

    Wallace, Dr. Frank R.: Infinite Riches through Cassandra's Secret (Neo-Tech Publishing, PO Box 906, Boulder City, NV 89005; 1993). Important information on the creation of prosperity and civilization.


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