5 reasons to make branding the key ingredient in your food and beverage business

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The food and beverage industry is one of the fastest growing industries world wide with new concepts launching everyday and existing concepts growing by leaps and bounds. It is also the industry with one of the highest rates of failure. Successful concepts suddenly fade and disappear due to innumerable reasons. New concepts catch the attention of consumers and many fail right at the launching board itself. 

Though issues like planning, staffing, quality of food, location, cash flow planning and timing play important roles in the success and failure of F&B concepts, branding lends itself to help stand apart from and attract customers. A well thought out brand can cut right through the clutter and be a strong catalyst for evolving into a regional and eventually an international brand. With the emirates set to attract almost 20 million visitors  by the year 2020, the opportunity for great local home grown brands are phenomenal.

A well constructed and strategically created brand can  boost your F&B business. Here’s 5 key reasons why your business needs branding to help leapfrog past the competition.

1.Showcase your Unique Selling proposition

‘If you aren’t a little different than your competition, you are in trouble.’

-Mark Sanborn

Your business needs to have something unique that differentiates it from the competition. A concept that doesn’t have a unique story tends to fade out and be without a context for the consumer’s choice. Its important to work with the branding agency and discover whats sets it apart and weave a story that can be communicated across all consumer touchpoints. Competition on price and quality is a dangerous game without an entry barrier and pushes the business into becoming a commodity that doesn’t stay relevant. Often existing concepts don’t even realize they already have a USP and they havent gone ahead and manifested it. It may be simple aspects like how friendly the place is or how the food is made, or the passion for excellence, or a fusion of food and maybe even a special dish that was created by the chef. Branding allows to discover or express this uniqueness and showcase it into the logo, the messaging, the space and the vibe of the place.

2.Connect emotionally with your consumers 

‘If people believe they share values with a company, they will stay loyal to the brand.”

-Howard Schulz, Starbucks

Branding is the art of finding an uninhabited space in the consumers mind and sparking a positive  emotional response to the business that makes them come back again and again. When a brand evolves into an emotional relation with the client the risk of competition recedes. Emotional brand connect can happen through every manifestation of the brand and this is what translates into a concept that can then be marketed and eventually franchised. Without brand emotion, again the business tends to become a commodity until the next best thing comes along.

3.Your consumers to do your marketing 

‘A brand is no longer what we tell the consumer it is- it is what consumer tell each other it is.”

-Scott Cook

A good brand that stand apart and connects emotional creates evangelists that market your product for you. In todays age of social media being your biggest marketing force, having reasons for your consumers to scream about your brand is crucial. Smart branding that imbibes hash tags, messages, cool interiors, unique names for dishes, humor, ambience and rituals spark reasons to share these stories through social mediums and aggregator apps (Zomato, Trip advisor, Talabat etc). A well laid branding strategy can imbibe consumer led marketing and nudge their top marketing officers to go forth and scream from the rooftops.

4.Ready for expansion and franchising 

“Your brand is what other people say about you when you are not in the room’

Jeff Bezos, Amazon

Branding standards, repeatable processes and detailed guidelines pave the way when franchisees come knocking, when new locations seek out your brand or you expand on your own. When each location has the same experience, you are officially a brand. It makes business sense to invest in systems and processes that allow your brand to take off into the next level.

5.Stand apart from the competition

‘If your business is not a brand, it is a commodity.”

-Donald Trump

Around 19000 outlets are expected by 2019 in the UAE, almost tripling the current numbers according to a recent study. The market size for the UAE places it amongst the top 20 in the world and accounts for almost Dh 60 billion, making it attractive for concepts from all over the world even with the high rate of failure. New concepts will always be born, international chains will arrive and entrepreneurs will hunt down new and successful concepts and bring them to the region.

The challenge is for businesses to compete and stand out in this crowded market space and find their feet. A well crafted story manifested as a brand will help your business cut through and be noticed by consumers and set the business up for continued success. Without a brand, it becomes increasingly tough for home grown brands to stand head to head with international chains with established brand strategies and consumer programs that are tried and tested.

The 7 forces of business mastery

I read this insightful and inspiring article in the Entrepreneur magazine. It featured an interview with one of my favorite authors and thought leaders, Anthony Robbins. These simple pointers are home truths and there are so many nuggets at very nook and corner. I took away truckloads of ideas and I wanted to share the complete interview.

This is a must read:

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Robbins: They’re the seven parts of any business that have to be consistently managed to consistently grow and succeed. Most people know that 50 percent of all startups are gone within the first year and that 96 percent of all business fail after 10 years.

Why do so many business fail?
Because even a small business requires consistent improvement in many areas simultaneously in order to compete and win. Oftentimes, entrepreneurs have some core skill sets — perhaps they’re extraordinary at writing code or creating extraordinary products — but their marketing skills are low. Or, their marketing skills might be off the charts but their inability to make effective financial analysis in the end destroys all they’ve built. They make poor decisions, and decisions shape our business destiny.

So, for a quick review, it’s best to start with the end in mind.

The seventh force and ultimate outcome for any business is to create raving fan customers and culture. Satisfied customers leave you when somebody gives them a better deal. Raving fan customers are loyal, they know who you really are and they stick around even when you screw up because you’ve consistently added value to them in a way that nobody else can.

After that, the first force that will shape a business is knowing where you really are and creating an effective business map. The biggest challenge for business leaders is that they’re not honest about where the business really is. They often see it better than it is, which keeps them going but it causes them to have blind spots that inevitably undermine or even destroy the business.

Knowing what business you’re really in, or what business you need to be in long term is critical. Knowing why you’re in the business and ultimately what outcomes you want the business to serve is critical for a business owner. Then, you have to know who you are and who you need in order to have long-term success.

You also need to know where you are. Every business has a lifecycle, just like a human being. Is your business in the toddler stage? Is your business in its prime? Is it aging? What to do in your business is completely controlled by where you are. Then you can decide where you want to go.

The second force of business is strategic innovation — finding a way to meet your client’s needs better than anybody else. Some companies innovate so often that they put themselves out of business because they are not being strategic about it.

The third force of business is world-class, strategic marketing. That just means having a process that gets a mass number of people to want to do business with you. Or, more importantly, the ideal client you want, to seek you out. It’s something I call “value-added marketing.”

The fourth force is sales mastery systems. It’s great that your marketing strategy is attracting clients, but that doesn’t mean anything unless you produce continued growth and sales.

The fifth force that business leaders must understand is the power of both financial and legal analysis. If you aren’t able to understand and analyze the financial condition of your business on an ongoing basis, you’re like a pilot of a plane who doesn’t know how to read the gauges in front of him. It’s easy to fly when there are clear skies (i.e., a good economy), but when you find yourself surrounded by storms and fog, if you can’t read the gauges, you’re going to crash. It’s only a matter of time.

Finally the sixth force is where you can create explosive growth in your company. Most people think in order to have explosive growth they have to make giant changes. In reality, if you understand the force of optimization and maximization of your people and processes, you can grow your business consistently while others are taking wild risks that don’t always pay off.

Entrepreneur: How can a business owner grow his or her profits by 50 percent in the next 12 months?
Robbins: The key to making documented, explosive profit gains is optimization and maximization. The goal is to make small, incremental changes that all together make your entire business significantly more efficient and profitable. If you’re not doing this already, you’re working hard every single day and you’re still not at the level you deserve. The secret is, little things aren’t little — they’re everything. Those little details — every lead you generate, every margin you increase, every promotion you run, every transaction you make, every sales person you hire — if you don’t measure it, you’re not managing it. So you’re not managing the driving force of what comes into your business to get those profit levels you deserve.

We’re treasure hunters. We know there’s treasure in our business, no question, and we’re going to find it no matter what it takes. If we try something and it doesn’t work, we’re going to try something else, and if that doesn’t work, we’ll make another change, and if that doesn’t work, we’ll shift something else until we get the result we’re after.

Entrepreneur: You say that looking through “a new filter” can help entrepreneurs uncover solutions to business problems. What do you mean by that?
Robbins: There are basic keys that offer entrepreneurs solutions, keys like finding a way to get more clients, and finding ways to increase your average transaction value. But beyond those basic keys, you need fresh perspective, or what I would call a new filter.

Take pricing for example. I did my first seminars for free. I advertised, I marketed, I did everything. I showed up in this room, I expected 500 people. Seven people showed up. Guess what I did for them? I dumped everything I had on these seven people. Can you imagine us in a room for a day? It was like Shallow Hal stuck in the elevator. But then I changed my filter. I changed my pricing, and I changed the size and venue for my seminars. Instead of intimate sessions in my living room, we were doing events at Madison Square Garden and people could learn from everyone else sitting there, which added even more value and reshaped the entire experience of the service. In many ways, it’s the same core product, but a different filter can make massive difference.

Entrepreneur: How can an entrepreneur become a better person in order to become a better business owner?
Robbins: People may come to my events to change their business, but I’m also here to help them change their lives. We all want to take both our business and our lives to the next level, and your business is a beautiful vehicle for doing that — it gives immediate feedback whether you’re in the right state, whether you’re telling the right story, whether you’ve got the right strategies. And it can provide a vehicle for your economic freedom and an expression of what you value most.

It’s important to remember that most people spend more time in their business than they do with their children, or with their spouse. For most business owners, the business is just an extension of their identity. So when we can help people make a shift or a dramatic change in their own psychology, that spills over to impact their business and every other area of their life.

If you’re able to meet your top needs in a positive way, then your life will improve. Similarly, if your business is able to first identify, and then meet, your clients’ top needs in a unique way, then you will develop a raving fan culture. Whether you’re becoming a better person or a better business owner, it’s really all connected.

Brilliant article on the 25 characteristics of an entrepreneur from entrepreneur.com

25 Common Characteristics of Successful Entrepreneurs

Do you have what it takes to get through hard times? Here are the traits that help home-based business owners thrive.
BY  |This article has been excerpted from the Ultimate Home Based Business Handbook, by James Stephenson, available from Entrepreneur Press.


Regardless of your definition of success, there are, oddly enough, a great number of common characteristics that are shared by successful businesspeople. You can place a check beside each characteristic that you feel that you possess. This way, you can see how you stack up. Even if you don’t have all of these characteristics, don’t fret. Most can be learned with practice and by developing a winning attitude, especially if you set goals and apply yourself, through strategic planning, to reach those goals in incremental and measurable stages.

The Home Business Musts
Like any activity you pursue, there are certain musts that are required to be successful in a chosen activity. To legally operate a vehicle on public roadways, one must have a driver’s license; to excel in sports, one must train and practice; to retire comfortably, one must become an informed investor and actively invest for retirement. If your goal is success in business, then the formula is no different. There are certain musts that have to be fully developed, implemented and managed for your business to succeed. There are many business musts, but this article contains I believe to be some of the more important musts that are required to start, operate and grow a profitable home business.

1. Do what you enjoy.
What you get out of your business in the form of personal satisfaction, financial gain, stability and enjoyment will be the sum of what you put into your business. So if you don’t enjoy what you’re doing, in all likelihood it’s safe to assume that will be reflected in the success of your business–or subsequent lack of success. In fact, if you don’t enjoy what you’re doing, chances are you won’t succeed.

2. Take what you do seriously.
You cannot expect to be effective and successful in business unless you truly believe in your business and in the goods and services that you sell. Far too many home business owners fail to take their own businesses seriously enough, getting easily sidetracked and not staying motivated and keeping their noses to the grindstone. They also fall prey to naysayers who don’t take them seriously because they don’t work from an office building, office park, storefront, or factory. Little do these skeptics, who rain on the home business owner’s parade, know is that the number of people working from home, and making very good annual incomes, has grown by leaps and bounds in recent years.

3. Plan everything.
Planning every aspect of your home business is not only a must, but also builds habits that every home business owner should develop, implement, and maintain. The act of business planning is so important because it requires you to analyze each business situation, research and compile data, and make conclusions based mainly on the facts as revealed through the research. Business planning also serves a second function, which is having your goals and how you will achieve them, on paper. You can use the plan that you create both as map to take you from point A to Z and as a yardstick to measure the success of each individual plan or segment within the plan.

4. Manage money wisely.
The lifeblood of any business enterprise is cash flow. You need it to buy inventory, pay for services, promote and market your business, repair and replace tools and equipment, and pay yourself so that you can continue to work. Therefore, all home business owners must become wise money managers to ensure that the cash keeps flowing and the bills get paid. There are two aspects to wise money management.

  1. The money you receive from clients in exchange for your goods and services you provide (income)
  2. The money you spend on inventory, supplies, wages and other items required to keep your business operating. (expenses)

5. Ask for the sale.
A home business entrepreneur must always remember that marketing, advertising, or promotional activities are completely worthless, regardless of how clever, expensive, or perfectly targeted they are, unless one simple thing is accomplished–ask for the sale. This is not to say that being a great salesperson, advertising copywriting whiz or a public relations specialist isn’t a tremendous asset to your business. However, all of these skills will be for naught if you do not actively ask people to buy what you are selling.

6. Remember it’s all about the customer.
Your home business is not about the products or services that you sell. Your home business is not about the prices that you charge for your goods and services. Your home business is not about your competition and how to beat them. Your business is all about your customers, or clients, period. After all, your customers are the people that will ultimately decide if your business goes boom or bust. Everything you do in business must be customer focused, including your policies, warranties, payment options, operating hours, presentations, advertising and promotional campaigns and website. In addition, you must know who your customers are inside out and upside down.

7. Become a shameless self-promoter (without becoming obnoxious).
One of the greatest myths about personal or business success is that eventually your business, personal abilities, products or services will get discovered and be embraced by the masses that will beat a path to your door to buy what you are selling. But how can this happen if no one knows who you are, what you sell and why they should be buying?

Self-promotion is one of the most beneficial, yet most underutilized, marketing tools that the majority of home business owners have at their immediate disposal.

8. Project a positive business image.
You have but a passing moment to make a positive and memorable impression on people with whom you intend to do business. Home business owners must go out of their way and make a conscious effort to always project the most professional business image possible. The majority of home business owners do not have the advantage of elaborate offices or elegant storefronts and showrooms to wow prospects and impress customers. Instead, they must rely on imagination, creativity and attention to the smallest detail when creating and maintaining a professional image for their home business.

9. Get to know your customers.
One of the biggest features and often the most significant competitive edge the home based entrepreneur has over the larger competitors is the he can offer personalized attention. Call it high-tech backlash if you will, but customers are sick and tired of hearing that their information is somewhere in the computer and must be retrieved, or told to push a dozen digits to finally get to the right department only to end up with voice mail–from which they never receive a return phone call.

The home business owner can actually answer phone calls, get to know customers, provide personal attention and win over repeat business by doing so. It’s a researched fact that most business (80 percent) will come from repeat customers rather than new customers. Therefore, along with trying to draw newcomers, the more you can do to woo your regular customers, the better off you will be in the long run and personalized attention is very much appreciated and remembered in the modern high tech world.

10. Level the playing field with technology.
You should avoid getting overly caught up in the high-tech world, but you should also know how to take advantage of using it. One of the most amazing aspects of the internet is that a one or two person business operating from a basement can have a superior website to a $50 million company, and nobody knows the difference. Make sure you’re keeping up with the high-tech world as it suits your needs.. The best technology is that which helps you, not that which impresses your neighbors.

11. Build a top-notch business team.
No one person can build a successful business alone. It’s a task that requires a team that is as committed as you to the business and its success. Your business team may include family members, friends, suppliers, business alliances, employees, sub-contractors, industry and business associations, local government and the community. Of course the most important team members will be your customers or clients. Any or all may have a say in how your business will function and a stake in your business future.

12. Become known as an expert.
When you have a problem that needs to be solved, do you seek just anyone’s advice or do you seek an expert in the field to help solve your particular problem? Obviously, you want the most accurate information and assistance that you can get. You naturally seek an expert to help solve your problem. You call a plumber when the hot water tank leaks, a real estate agent when it’s time to sell your home or a dentist when you have a toothache. Therefore, it only stands to reason that the more you become known for your expertise in your business, the more people will seek you out to tap into your expertise, creating more selling and referral opportunities. In effect, becoming known as an expert is another style of prospecting for new business, just in reverse. Instead of finding new and qualified people to sell to, these people seek you out for your expertise.

13. Create a competitive advantage.
A home business must have a clearly defined unique selling proposition. This is nothing more than a fancy way of asking the vital question, “Why will people choose to do business with you or purchase your product or service instead of doing business with a competitor and buying his product or service?” In other words, what one aspect or combination of aspects is going to separate your business from your competition? Will it be better service, a longer warranty, better selection, longer business hours, more flexible payment options, lowest price, personalized service, better customer service, better return and exchange policies or a combination of several of these?

14. Invest in yourself.
Top entrepreneurs buy and read business and marketing books, magazines, reports, journals, newsletters, websites and industry publications, knowing that these resources will improve their understanding of business and marketing functions and skills. They join business associations and clubs, and they network with other skilled business people to learn their secrets of success and help define their own goals and objectives. Top entrepreneurs attend business and marketing seminars, workshops and training courses, even if they have already mastered the subject matter of the event. They do this because they know that education is an ongoing process. There are usually ways to do things better, in less time, with less effort. In short, top entrepreneurs never stop investing in the most powerful, effective and best business and marketing tool at their immediate disposal–themselves.

15. Be accessible.
We’re living in a time when we all expect our fast food lunch at the drive-thru window to be ready in mere minutes, our dry cleaning to be ready for pick-up on the same day, our money to be available at the cash machine and our pizza delivered in 30 minutes or it’s free. You see the pattern developing–you must make it as easy as you can for people to do business with you, regardless of the home business you operate.

You must remain cognizant of the fact that few people will work hard, go out of their way, or be inconvenienced just for the privilege of giving you their hard-earned money. The shoe is always on the other foot. Making it easy for people to do business with you means that you must be accessible and knowledgeable about your products and services. You must be able to provide customers with what they want, when they want it.

16. Build a rock-solid reputation.
A good reputation is unquestionably one of the home business owner’s most tangible and marketable assets. You can’t simply buy a good reputation; it’s something that you earn by honoring your promises. If you promise to have the merchandise in the customer’s hands by Wednesday, you have no excuse not to have it there. If you offer to repair something, you need to make good on your offer. Consistency in what you offer is the other key factor. If you cannot come through with the same level of service (and products) for clients on a regular basis, they have no reason to trust you . . . and without trust, you won’t have a good reputation.

17. Sell benefits.
Pushing product features is for inexperienced or wannabe entrepreneurs. Selling the benefits associated with owning and using the products and services you carry is what sales professionals worldwide focus on to create buying excitement and to sell, sell more, and sell more frequently to their customers. Your advertising, sales presentations, printed marketing materials, product packaging, website, newsletters, trade show exhibit and signage are vital. Every time and every medium used to communicate with your target audience must always be selling the benefits associated with owning your product or using your service.

18. Get involved.
Always go out of your way to get involved in the community that supports your business. You can do this in many ways, such as pitching in to help local charities or the food bank, becoming involved in organizing community events, and getting involved in local politics. You can join associations and clubs that concentrate on programs and policies designed to improve the local community. It’s a fact that people like to do business with people they know, like and respect, and with people who do things to help them as members of the community.

19. Grab attention.
Small-business owners cannot waste time, money and energy on promotional activities aimed at building awareness solely through long-term, repeated exposure. If you do, chances are you will go broke long before this goal is accomplished. Instead, every promotional activity you engage in, must put money back in your pocket so that you can continue to grab more attention and grow your business.

20. Master the art of negotiations.
The ability to negotiate effectively is unquestionably a skill that every home business owner must make every effort to master. It’s perhaps second in importance only to asking for the sale in terms of home business musts. In business, negotiation skills are used daily. Always remember that mastering the art of negotiation means that your skills are so finely tuned that you can always orchestrate a win-win situation. These win-win arrangements mean that everyone involved feels they have won, which is really the basis for building long-term and profitable business relationships.

21. Design Your workspace for success.
Carefully plan and design your home office workspace to ensure maximum personal performance and productivity and, if necessary, to project professionalism for visiting clients. If at all possible, resist the temptation to turn a corner of the living room or your bedroom into your office. Ideally, you’ll want a separate room with a door that closes to keep business activities in and family members out, at least during prime business and revenue generating hours of the day. A den, spare bedroom, basement or converted garage are all ideal candidates for your new home office. If this is not possible, you’ll have to find a means of converting a room with a partition or simply find hours to do the bulk of your work when nobody else is home.

22. Get and stay organized.
The key to staying organized is not about which type of file you have or whether you keep a stack or two of papers on your desk, but it’s about managing your business. It’s about having systems in place to do things. Therefore, you wan to establish a routine by which you can accomplish as much as possible in a given workday, whether that’s three hours for a part-time business or seven or nine hours as a full-timer. In fact, you should develop systems and routines for just about every single business activity. Small things such as creating a to-do list at the end of each business day, or for the week, will help keep you on top of important tasks to tackle. Creating a single calendar to work from, not multiple sets for individual tasks or jobs, will also ensure that jobs are completed on schedule and appointments kept. Incorporating family and personal activities into your work calendar is also critical so that you work and plan from a single calendar.

23. Take time off.
The temptation to work around the clock is very real for some home business owners. After all, you don’t have a manager telling you it’s time to go home because they can’t afford the overtime pay. Every person working from home must take time to establish a regular work schedule that includes time to stretch your legs and take lunch breaks, plus some days off and scheduled vacations. Create the schedule as soon as you have made the commitment to start a home business. Of course, your schedule will have to be flexible. You should, therefore, not fill every possible hour in the day. Give yourself a backup hour or two. All work and no play makes you burn out very fast and grumpy customer service is not what people want.

24. Limit the number of hats you wear.
It’s difficult for most business owners not to take a hands-on approach. They try to do as much as possible and tackle as many tasks as possible in their business. The ability to multitask, in fact, is a common trait shared by successful entrepreneurs. However, once in a while you have to stand back and look beyond today to determine what’s in the best interest of your business and yourself over the long run. Most highly successful entrepreneurs will tell you that from the time they started out, they knew what they were good at and what tasks to delegate to others.

25. Follow-up constantly.
Constant contact, follow-up, and follow-through with customers, prospects, and business alliances should be the mantra of every home business owner, new or established. Constant and consistent follow-up enables you to turn prospects into customers, increase the value of each sale and buying frequency from existing customers, and build stronger business relationships with suppliers and your core business team. Follow-up is especially important with your existing customer base, as the real work begins after the sale. It’s easy to sell one product or service, but it takes work to retain customers and keep them coming back.

James Stephenson is an experienced home based consultant with more than 15 years of business and marketing experience. 

The Top 10 Things Successful People Do To Reach Their Dreams

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Loved this Article I read on successful people and what’s sets them apart. There’s so much to learn from reading their manifesto for life.

The 10 Things Successful People Live By Before They Make It

1. They didn’t use excuses.
We all have two voices. There’s the voice that tells us to work hard, to focus on the task at hand and to finish it before we move on to the next. And to finish it well.

We also have the voice that tells us to take a break, to think about what’s on TV, or to visit a site that we like to visit that entertains us – whether it’s ESPN.com or facebook.

In life we’re the victim of injustice from time to time. It could be a promotion that we deserve but don’t get. No matter who we are, we’re going to be treated unfairly at some point. We can either feel sorry for ourselves, or push forward and put it behind us – even use it as motivation.

Nelson Mandela could have used his unjust imprisonment as an excuse to give into his anger. Instead, he used it as an opportunity to learn, grow, and eventually free others.

Listen to your excuses. Understand why you have them. Then figure out how you can use them for good.


2. It wasn’t just about them.

‘Things’ can be a motivator, they can even be a reward, but they can’t be the motivator. The truly successful in life always get there because they created change in the lives of others, not just their own.

If something drives you that is greater than just the ‘ends’, we’re going to work harder, longer, and we’re going to give more of ourselves to our project.

Yes we can make money when we have the primary goal of making money. Some might even use that money for good – which is awesome. But there’s no fulfillment in simply making money. And isn’t that the point?

3. Early mornings and late nights.
People who have achieved true success in their lives have worked for it.

This might come at the detriment of other areas of their lives, such as family or social life. But their mission is first and foremost. Until it’s complete, everything else comes second.

There’s literally no substitute for hard work. Abraham Lincoln said, “Things may come to those who wait… but only the things left by those who hustle.” If you want to be successful, you’re going to have to out hustle everyone else.

4. The greatest commodity.
Energy is a huge commodity that is often not talked about. Yes, energy in the sense of fuel and electricity is talked about everywhere, but I’m talking about our own energy levels.

The fact is that the more energy we have, the easier it is to focus, and the higher the quality of our work is.

One of Richard Branson‘s ‘key’s to success’ is staying in great physical shape. So would raised energy levels be the greatest benefit to working out? It may be.

Keeping physically fit gives us greater blood-flow to our brain, enhanced alertness and improved focus. Make training a routine part of your life and increase your chances at success – in every meaning of the word.

5. Principles.
History will be kind to me. For I intend to write it.

Winston Churchill had principles. The difference between him and the rest of us, is that he stuck to his principles at all costs. He didn’t waver when they weren’t popular – an extreme rarity in politics.

What are your principles? All of us should have them, know what they are, and live our lives bythem.

One of Apple’s principles is to bring change to the world through technology, and they do it with every product they release.

Identify what principles you have that guide your life through tough times, and when things couldn’t be any better. They shouldn’t change, and at your core, neither should you.

6. Wavering, yet unbreakable faith.
We all have moments of doubt. Even the best of us question if our dream is going to come true. The one thing that separates the truly successful from those who never reach their true potential is an unbreakable faith in the fact that what they’re doing is right.

Even if they have moments of doubt, they’re soon quelled, where other’s listen to that doubt and let it eat them up and finally they quit.

Have your moments of doubt. You’re human. Just don’t let that doubt eat you up. Instead let it motivate you to prove your optimism right.

7. A reason.
Many of the greatest accomplishments in the world were accomplished by insecure men and women, people who had something to prove to others. A desire to elevate their status and create change that was so strong, that failure is simply never and option.

Abraham Lincoln‘s reason(s) had to do a lot with his view of himself in relation to how other’s viewed him. Where others saw a poor, illiterate boy, Lincoln saw someone capable of achieving more, even if he had to do it completely on his own. He also saw the need for change. A nation that preached freedom wasn’t free. He saw something fundamentally wrong with this and set out to change it. His why wasn’t about him. Which in turn made him one of history’s great men.

Understand why. You have that reason to work when others sleep, to sacrifice a safe life for a risky one with no ceiling. Find it by asking why, and not stopping until you hit your core, emotional reason for wanting to change your status, or the status of others.

8. They persevered when others didn’t
does the guy who quit on his dream know how long it would’ve taken him to become a success? He doesn’t. None of us do. It could be tomorrow, or ten years from now.

What separates a lot of the great people we read about in our history books from those we’ve never heard of is the fact that they never quit. Quitting was never an option. They only stopped when they reached their dream. And even then, they created a new mission.

Take James J. Braddock, or even Nelson Mandela, for example. They didn’t achieve their greatness or success early on in their careers or in life like some. They achieved it after surviving. They survived while others literally died, or quit. In their cases it wasn’t just that they were the best, but they were the best because of what they endured. They were the last one’s standing.

We don’t know when our breakthrough will come. So don’t guarantee your failure by quitting. You can adapt, change, and evolve, but never, never, never quit.

9. Great people relentlessly studied their craft.
Tony Gwynn and Mike Tyson studied their craft as much as anyone. Gwynn spent hours upon hours studying opposing pitchers. He studied their patterns. He wasn’t the most athletic guy around, but he put his work in to be the best at what he did: hit baseballs.

When people think of Tyson, they think of an animal, but what we fail to see is the student. No one studied boxing like Tyson did. Watched more film than anyone in the history of the sport. He was a student first, a fighter second.

These great athletes studied film, but how can we perfect our craft?

Using myself as an example; much of my job has to do with writing, and obviously fitness. So, I study those two things. I read books about how to become a better writer, ways to connect with the reader, and I simply read great books written by authors who are much better at writing than I am. If you’re in sales, read and study sales. If you’re a marketer, then do the same with marketing.

Being a drone that simply goes through the motions is no way to achieve greatness. Assuming success is something you want, you have to study your craft, whatever it may be. Learn it inside and out. Build a wealth of knowledge. It’ll help you create great, inspiring, and unique work.

10. Risk.
No risk, no reward. Yes it’s an over-used, cliché of a phrase. But it’s true. Those who have achieved real success have often risked the most to get there.

There have been billions of people throughout history who have had the ability to achieve greatness, whether it was the talent or smarts, they had it. What they didn’t have was the guts to risk the life that they were living. They also didn’t have the work ethic to see their talent realized.

QThe greatest tragedy in life is wasted talent ~ A Bronx Tale

Your big, audacious dream might be to marry the girl of your dreams and have a family with her. You risk might be to leave the career that you love in order to support her and your family. Your dream might be to help millions live longer, healthier lives. Whatever your dream is, give it enough of a chance to be realized.

Risk if you truly want to see the reward.

Find your dream. Then risk everything to get it.