Two years ago we made a study. What we observed was extraordinary.
After studying more than seven hundred leaders from all walks of life, from financiers to industrialists, movie stars to celebrity chefs, Nobel Prize winning scientists to entrepreneurial tycoons, we identified two simple attributes that separate the winners from the strugglers: Differentiation and Desperation.
Then, we got a real shock. When we tested these attributes we found we could change the doing, saying and thinking styles of strugglers into those of winners in 90 minutes or less.
And then, we got the biggest shock of all. We realized that everything we found was really only common sense!