For many years, I’ve been writing about the Abundance Principle: a corollary to the Law of Attraction that I’ve been espousing long before I ever heard of Law of Attraction. Basically it’s the idea that the universe is abundant; there’s enough good stuff for all, despite kinks in distribution. And that if you focus on this abundance, the world shows itself as an abundant place. This is one of the key principles in my award-winning sixth book, Principled Profit: Marketing That Puts People First

Well, today, I’ve just been swimming in the lovely waters of the Abundance Principle. If any one of these things happened in one day, I’d post a Tweet. With all of them happening on the same day, I’d be monopolizing people’s Twitter streams, which would be rude. So I’ll post here instead.

  • After about two months of silence, my negotiating partner in Africa came back with dates and cities for a three-country speaking tour this summer
  • Today, my co-author, Jay Conrad Levinson, gave me the first feedback on the just-completed manuscript of my eighth book (and something like his 70th), Guerrilla Marketing Goes Green, which will be out in about a year from Wiley–and he’s delighted with it. Yesterday, I finished the edit, and today, I got through all the permissions letters I had to send.
  • A major new sustainability site hired me for an ongoing paying weekly blog. The pay is low, but after over four years of blogging, I can now call myself a professional blogger. And it’s really good visibility, especially with the new book coming out next year.
  • After a week of rain, we finally got a nice day–and Dina and I managed not only our daily dog-hike but also a short bike ride.
  • When I went to the doctor, he said I don’t have an eye infection after all–just allergies
  • Got offered comp tickets for a local theater production in one of my favorite venues
  • Getting some extra exposure on a speaking gig next week
  • Also got comped (ok, so that was last night) on a hotshot marketing conference where I’m going to get to meet some people who’ve been very important to me
  • Potential intern coming tomorrow who’s actually read most of my books; I will have lots to keep her busy!
  • My daughter, still in Spain, seems completely recovered from her illness
  • I have a feeling I’m leaving some things out, but anyway, it’s been a very good day. It’s great when principles I stand for get to play out so positively in real life.

    I wish you similar abundance in your life!

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    Just back from a week aboard a cruise ship, with almost no Internet access (Yeah, I could have bought access at 75 cents a minute, but I saw no reason to grab my email at highway robbery prices. I did manage to use an Internet cafe on shore, twice, just to check if my Virtual Assistant forwarded anything urgent. But it wouldn’t be a vacation if I were still dealing with 300 incoming messages a day.

    Anyway, some totally random thoughts from the trip:

    Transportation Safety Administration has spiffy new bright blue uniforms (my last flight was several months ago). They look gorgeous–but aren’t we supposed to be in a budget crisis? There was nothing wrong with the old white ones.

    Cruise ships completely distort not only the local economy but also visitors’ perceptions. The feel we got for Guatemala in our three-week trip last summer was almost completely different from the artificial world of a cruise port that waits only for boats to dock. It’s even different from the land-based tourist towns and attractions that deal with a continuous (but much smaller) flow of tourists but also have a vibrant non-tourist life, integrated into the fabric of the nation.

    The cooperative movement and indigenous self-help organizations have even penetrated the restricted corridors of cruise terminals–Good!

    If you turn off email and Internet, it’s not that hard to completely ignore the outside world.

    Our flight to the boat was canceled, so we arranged with the boat to meet it at the next stop, arranged with the airlines to reroute us to the closest point, arranged for a one-way car rental, and drove four very scenic hours to meet the boat. This astounded many of our fellow passengers–but we’re used to making our own travel arrangements and it didn’t faze us at all. It didn’t even seem like one of our more difficult travel adventures, compared with some of what we’ve done over the last 30 years together, but cruises for the most part don’t attract intrepid travelers. Of course, it helped that we followed the Principled Profit philosophy and were so nice as we explained our situation that people went out of their way to bend the rules for us. And it also helped that we had access to a cell phone and a laptop.

    Environmental consciousness has penetrated even to the cruise industry. I went to a lecture from the ship’s environmental officer and was pleasantly amazed at the sophistication of waste treatment, etc. Still a ways to go. But they’re even considering having one nonsmoking ship as an experiment.

    Rainforests are very special places, and some of the landowners know this. In Belize, we visited a 3rd or 4th generation landholder, a young man in his mid-20s, who has organized his neighbors to provide many acres of unbroken habitat for howler monkeys, and has done quite a bit of research on them.

    Weather can always impact a trip. In addition to having our flight canceled, we had to skip our call in Mexico, because it was too windy to dock the boat. Bummer!

    It’s always better to have a reservation for car rentals. We didn’t when we docked in Tampa, and the cruise terminals had no cars. So we had to buy tickets to an airport shuttle, hunt around the airport for a car to rent, and then go off to see Tampa.

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    Susan Daffron from LogicalExpressions.com selected me for an Honest Scrap Award–woo hoo! She writes,

    The award has two components. You have to first list 10 honest things about yourself (and make them interesting), and second present the award to seven other bloggers.

    Honest Scrap Award logo
    Honest Scrap Award logo

    So here are 10 honest things about me:

    1. I live on a working farm at the foot of a small mountain, in a house built in 1743, and we’re only the third family to own it (we are not the farmers, though). I think we found Paradise, but we still love to travel.

    2. My first act of social change activism that I can remember was quietly destroying the cigarettes of my parents’ guests at age 3–and I did this not to be malicious but because I couldn’t stand smoke.

    3. I got into the peace movement at age 12, and the environmental movement three years later–been “stirring up trouble” ever since.

    4. When I was 19 and just out of college, I hitchhiked across the US and Canada

    5. I taught myself to read before I was four

    6. One of the reasons I’m successful as a writer is that I type fast–and that’s because I have such a horrible handwriting that in junior high, my teachers started refusing to read handwritten assignments.

    7. Since 1983, I’ve been married to the novelist D. Dina Friedman. We met at a poetry reading in Greenwich Village in 1978 and became a couple in April, 1979.

    8. Prior to this soon-to-be-30-year relationship, my longest romance was five months!

    9. I became a marketing expert because of my involvement with social change movements–since I was trained in journalism, I started volunteering to write the press releases, and it all started that way.

    10. I will happily eat unsweetened dark chocolate, as long as it’s fair-trade and organic. I think 90% cocoa solids is about ideal.

    And my seven other bloggers (among dozens of possibilities), in no particular order:

    Patrick Byers, Responsible Marketing
    Guy Kawasaki, How to Change the World
    Joan Stewart, the Publicity Hound
    Ryan Healy, RyanHealy.com
    Kare Anderson, Moving From Me to We/Say It Better
    Michel Fortin, The Success Doctor
    Mark Joyner, Atomic Mind Bombs/Simpleology

    If you’re on Facebook, you can read susan’s entry and nominations here.

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    Turning 52 today–and I feel very, very blessed.

    In fact, since I was about 15, life continues to get better and better. 15-20 was better than what had come before–the time in my life when I figured out who I was and accepted it, began to make friends on my own, and experienced the last two years of high school, the very intense and wonderful ride that was my three years at Antioch College, and my first year finding my way in the world after school.

    My 20s were very nice–getting married, and moving together to Western Massachusetts. And I published the first two of my seven books. I think my 20s were also when I made a conscious decision that I could have a happy or an unhappy life, and that I would choose happiness–and that the work I did and do to heal the world was a crucial component of that happiness, but not the whole thing. Since then, the universe has just showered me with blessings, even if they’re sometimes disguised as ugliness or hurt.

    My 30s were even better, as I got to know my two amazing kids, born in 1987 and 1992, and as my writing and publishing career began to take really shape with the 1993 publication of Marketing Without Megabucks: How to Sell Anything on a Shoestring by Simon & Schuster, and then with my decision to buy back the remaining inventory two years later.

    And my 40s? This was the decade where I began to make my mark on a wider world, not just my local community. I built strong communities in Cyberspace, transformed my home-based business into a global presence–and also had an impact in my own town, with the formation of Save the Mountain.

    I founded STM to protect our much-loved local mountain from a very poorly conceived development plan. In all my years of organizing, this was the most amazing experience. I started the group when the first story in the local paper quoted a bunch of experts who said “this is terrible but there’s nothing we can do.”

    I knew they were wrong. I figured we could gather a small group of activists and stop the project within five years or so. It astonished even me when we got hundreds of people to turn out at hearings, thousands to passively support us with petitions, bumper stickers, and so forth, a very diverse active core of 35, including scientists, legal liaisons, organizers, students, farmers, local landowners…it was the closest thing to a true consensus movement I’ve ever been involved with, bringing together people from all political views and even gaining support from town officials who had a reputation for opposing progressive change.

    And we won…in just 13 months.

    That experience was one of the forces that shaped my decision to make change on a more global level, and to institute the Business Ethics Pledge campaign. I’ve given that campaign 10 years to see if it can make a fundamental change in the world.

    Meanwhile, two years in, my 50s are already full of new books to write, new people to influence, new initiatives on sustainability and ethics, new countries to visit, plenty of fascinating client projects, land to preserve, speeches to give, and maybe even getting my office dug out of its clutter.

    In short, I fully expect to have an awesome time and even surpass my amazing 40s.

    I wish you, as well, an amazing 2009, an amazing next ten years, and a fabulous rest of your life. I’ll be right there, not necessarily enjoying every minute, but certainly enjoying every month and year.

    Shel Horowitz, owner of FrugalMarketing.com, has been an activist since age 12. His books include the Apex Award winning Principled Profit: Marketing That Puts People First.

    Tags: Work/Life,
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    Back in March, I got the kind of call that every writer dreams about. An editor at a major publisher telling me she loved the proposal, and could we talk? The last time I got a call like that from a major publisher was back in 1991.

    Of course we could talk! We talked and talked and talked. The first contract they sent me arrived in June, and was unacceptable. I flagged over a dozen areas that I wanted changed. And we kept talking, although there were periods of several weeks when they seemed to disappear and didn’t return my calls. But then, just when I would start to think they’d changed their minds, they’d be back in my inbox and on my voicemail, ready to move forward. And usually, right about when they showed up again was when my co-author’s literary agent would go incommunicado for another few weeks.

    In mid-September, another draft of the contract arrived. It didn’t give me anywhere near everything that I’d asked for, but it was a huge improvement. I was almost ready to sign, but two “deal-breaker” clauses had to be changed. One of them was the original due date of October 1, 2008, to submit the manuscript, and the other had to do with my existing intellectual property. And the co-author also had one clause to change.

    Just this week, the third draft arrived. And this time, it’s something that we can all sign. Yippee!

    It’s been a long process, but I’m not sorry.

    As you can imagine, the temptation was strong to go flying off the handle, accuse people, or otherwise engage in behavior that might have felt good at the moment but would have done nothing except to dig myself into a deep hole. I resisted the temptation. I stayed positive and confident, even while pressing my demands in a friendly but firm way.

    No matter how many times I called and got voicemail, I never left a negative message. No matter how many weeks went by with no communication, I always approached each new call without recrimination. I listened politely to the editor complain about the agent, and on other calls, the agent complain about the editor. But when I needed to complain I vented to someone who had no involvement in the deal.

    And now, finally, we have a deal that all four parties–I, my co-author, his agent, and the editor at the publishing house–are all happy with.

    This has been a long, drawn-out exercise in the principles I discuss in my award-winning sixth book, Principled Profit: Marketing That Puts People First: of being truly people-centered, of getting what you want by being nice, and of thinking long-term.

    In fact, those principles got me the contract in the first place. There’s a well-known author who originally came to me as a customer; he ordered my award-winning sixth book, Principled Profit through my website. We began a relationship, I sent him an essay (unpaid) for one of his books, he did an appearance on my radio show…and he asked me, out of the blue, after over a year of corresponding, if I’d like the contact information for his editor at this publishing house.

    In other words, this stuff works.

    And I started work on the new book yesterday. I think it’s gong to be the best and most important book I’ve done, and I’m fully expecting that it’ll be a best-seller.

    It’s an exciting journey. I’ll be sure to keep you posted.

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    By Shel Horowitz
    This post is in three parts:

  • My Personal Poverty Story
  • What’s Wrong Right Now
  • Prescription to End Poverty
  • 7000 bloggers are joining together today to talk about one issue: poverty. I’m proud to be one of those 7000.

    My Personal Poverty Story
    Poverty is something I know something about, first-hand. In the 1970s and early 1980s, I was desperately poor, and for a portion of that time, on food stamps. I jokingly refer to those years as the “research phase” for my e-book, “The Penny-Pinching Hedonist.” But I didn’t just pinch those pennies. I squeezed them so hard it might have drawn blood, if pennies could bleed.

    When I got a job as a VISTA Volunteer community organizer, with the princely salary of $82 per week (and they let me keep getting food stamps), it was a major step UP the economic ladder for me; before that, I’d been working a single day a week in a neighborhood fruit store. I seem to remember that I earned $15 for those shifts, but that would have been below minimum wage even then, so it must have been more like $26.

    I do know that I thought long and hard about every discretionary purchase other than food; with the food stamps, I didn’t have to worry about that, at least. But if I could get around New York City by bike instead of subway, I did–all over Brooklyn, where I was living and where I was charged to build the local Gray Panther chapter, and lower Manhattan, where my community organizing office was. If I could find clothing at a thrift shop, I did–even if it didn’t fit quite right. I found entertainment like poetry readings, that didn’t cost anything. I read the books and listened to the records I already had, on a stereo I’d bought used while a college student.

    Even then, I knew I was lucky. All around me, I saw people who were trying to support a family; I had no dependents. I saw people being forced out of rent-controlled apartments so that landlords could quadruple the price under vacancy decontrol; I had found a small apartment in a warehouse district that I shared with a friend; my half was only $150, which meant that once I got the organizing job, I was able to earn back the cost of housing in less than two weeks and have the other two weeks’ pay to live on for the month. Before that, I’d been paying the rent out of small and precariously dropping savings since losing the entry-level corporate job that had brought me to New York. And even during that time of unemployment, I scraped by enough that I didn’t have to deal with the intimidating and humiliating welfare bureaucracy; the food stamp office was far more humane, according to my friends who’d been through the welfare system.

    Gradually, in the 1980s, I moved out of the city, started the business I still run, and eventually got to a living wage, and then out of poverty.

    What’s Wrong Right Now
    But I still get very angry when I hear politicians and toxic talk show hosts who have no first-hand knowledge of poverty ranting about welfare cheats while passing out massive subsidies to their friends and funders at the very top of the economic ladder.

    And it shocks me that we’ve allowed the disparity between the poorest and the richest to go totally haywire, much like the Latin American dictatorships we always heard about in the 1970s and 80s. CEOs take home nine-figure compensation packages, while poor and middle-class people lose their homes. This is not fair or just, and I’m hoping the current world-wide financial crisis will lead us to change those percentages. What would life be like if no CEO got more than 25 times the wages of a full-time employee making minimum wage, or for that matter, 25 times as much as the check that a welfare mom is supposed to live on while she supports her kids?

    Some companies manage to get by paying their CEOs much less than that! There are companies where the CEO makes only eight or ten times the lowest paid employee, and others, collectively owned, where every worker makes the same salary. Somehow, they survive and thrive and attract great talent. Because they have a mission they can believe in that’s not just about lining their own pockets.

    Okay, so I’m the one ranting now.

    Prescription to End Poverty
    But this is Blog Action Day. I’d like to finish with some action steps that we can take as a society, steps that address some (by no means all) of the systemic causes of poverty, and whose adoption will lift up the bottom. Changing these could take whole communities from poverty to abundance.

  • Switch to sustainable, renewable, nonpolluting energy sources such as solar, wind, geothermal, and small-scale (non-invasive) hydro. Surely, if we can find $700 billion to pump into the financial system, we can find a few billion for a Marshall Plan-style initiative that would eliminate dependence on foreign oil, slash carbon emissions, create thousands of jobs, and put money in the pockets of rich and poor alike.
  • Retrofit all buildings with proper insulation, water-saving plumbing, and other sustainabiity measures. Again, this lowers costs, creates jobs, and reduces carbon as well as dependence on oil imports (and thus global warming).
  • Decriminalize the petty offenses that fill up our prisons, taking away income-earners, making it harder for them to get jobs again when they get out, and leaving their families with a huge financial burden. We have no business throwing people in prison for using drugs or feeling forced into prostitution. Dealing is one thing; it harms society. But using harms only the users and their families, as long as they don’t get behind the wheel or operate dangerous machinery.
  • Revitalize mass transit. Poor people get to work on buses and trains, and the more places transit systems reach, the more job opportunities for poor folks. Added benefits once again: reduced carbon, reduced foreign oil imports, reduced traffic congestion.
  • Urban community food self-sufficiency: an organic garden on every flat roof and in every vacant lot! Lowers food costs, boosts nutrition, freshness, and flavor, builds community, reduces carbon and more.
  • Adopt, finally, the sensible system of government-salaried doctors not beholden to insurance companies that has allowed almost every other industrialized country in the world to make health care a right, not a privilege. This is something we advocated for when I had the community organizing job with the Gray Panthers almost 30 years ago, and it’s still a good idea–and long-overdue.
  • Oh yes, and save poor and middle-class lives as well as vast boatloads of dollars by getting out of the illegal and unconscionable war the Bush administration lied its way into in Iraq. the $700 billion per year saved could provide seed capital to fund all the rest of it.
  • So there you have at least part of my prescription to create jobs, reduce costs, lower pollution, and shift our country’s trade and overall deficits. What are your ideas? Please post them, and let’s get started!

    While this post is copyright 2008 by Shel Horowitz of https://www.principledprofit.com, I hereby grant permission to reproduce the post in its entirety in any medium as long as attriubtion is included, and to link to the post without restriction.

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    I did quite a bit of writing about our Guatemala trip, and have gathered the links all together here. The first three are classic travel writing, then three with a specific focus on environmental and social change–including our encounter with Guatemala’s President, Alvaro Colom.

    Then Dina’s three blogs on our trip, and then two sets of photos. Enjoy, and feel free to comment here (most of the links go to places without comment fields but this page has them).

    Antigua, Guatemala: Colonial Elegance and Lots to Do

    Haight-Ashbury in the Guatemalan Mountains: San Pedro and Lake Atitlán

    Guatemala City: Where Are The Crowds?

    Touring an organic macadamia farm run by a self-described “eco-guerrilla”

    Social Responsibility in Guatemala (subject of my weekly blog on FastCompany.com)

    Encounter with Guatemala’s President

    My wife Dina Friedman’s three blog entires on our trip (with photos by me)–when you’re done reading the first one, get the next ones by clicking “vacations2” on the upper right, and then of course “vacations3”

    I wrote two other stories from this trip, on Pacaya volcano and Xela/nearby–but those I’m going to try to sell. You can see pictures, though:

    From the first half of our trip, Antigua and the Lake Atitlán

    Second half: Xela (Quetzaltenango) and nearby Momostenango, Fuentes Georginas, and Zunil…jade workshop and museum in Antigua…Guatemala City and the President

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    Business lessons in adversity. Yesterday was a day that should have driven me up the wall:

  • I watched every photo I had taken from the fall of 2005 through the fall of 2007 permanently disappear in a computer failure, while I was trying to copy them to an external drive
  • A squabble on a discussion list turned ugly in a way that could have serious repercussions for the future of my business
  • I left yet another voicemail with the editor at a big NY publishing house who should have had a revised contract on my desk in June and has not been answering phone calls or e-mails
  • Oh yes, and I not only got to walk my dog in the pouring rain (it was only raining at the hiking trail, not at my house half a mile away) and get attacked by mosquitoes, but actually got stung by a bee–in my own kitchen–when I returned
  • And yet, somehow, I found the Zen of it all, and stayed remarkably calm while my life appeared to be falling apart. A few years ago, I don’t think I could have handled that so smoothly. The loss of the photos alone (including our whole trip to Mexico) would have made me insane.

    I thought about the time a few years ago when i was driving a rental car in San Francisco, didn’t have the mirror adjusted properly, and accidentally cut off another driver. With true California class, he leaned out his window and called out, “It’s all good!” I apologized and explained that because it was an unfamiliar car, I had misaligned the mirror, and he was cool with it.

    But I’ve often reflected on that. And on the way my friend and mentor Bob Burg is able to deflect conflict, defuse angry people, and accomplish his agenda. He has a newsletter and book called Winning Without Intimidation. I finally got to meet Bob last week when he came to this area for a speech; we’ve been friends online for maybe eight years, and I include a section on him in my award-winning sixth book, Principled Profit: Marketing That Puts People First.

    Applying it to the day I had yesterday, I won’t try to analyze how I stayed so calm. But I will try to draw some business lessons from it.

    First of all, back up your files offsite. Duh! I’ll be exploring the best places to do this.

    Second, showing anger in public is always counterproductive, no matter how “right” you think you are. I have to go re-read that chapter I wrote about Bob Burg. I played a part in turning that list discussion ugly, and I regret it. And I’ll have to deal with the consequences. I will of course try to do better next time.

    And third, be patient because you don’t now what the world has in store for you. If I’m feeling frustrated because the editor isn’t returning my call, or because the Business Ethics Pledge is not getting signatures as quickly as I’d like, or because the six-legged critters are apparently out to get me, I just have to remember the guy in California. “It’s all good,” even if I don’t know exactly how, yet.

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    July 16, 2008, Guatemala City

    I am sitting three rows behind the President of Guatemala, Álvaro Colom,
    watching an interpretive performance of Mayan dance and music in a
    courtyard in the national palace.

    A few hours ago, I was in this same spot, getting a tour of the palace’s
    public areas. I saw the chairs and instruments and wondered when the concert was going to take place, and what it would be–never dreaming that
    I’d be sitting in one of those chairs, watching this wonderful spectacle
    that night.

    The president impresses me. He greets a few people, then sits in a reserved
    seat in the front row, but not on the dais. Following the performance, he speaks humbly and from the heart, without either a script or a TelePromTer–and he speaks as one human
    being to another, not as a polished speaker. He speaks of his personal
    experience in the woods 30 years ago, and how this gave him a strong
    appreciation of the need to conserve both nature and the Mayan culture, and
    he keeps his remarks brief.

    The event is a celebration (in Spanish) of land conservation and cultural tradition, and
    I´m there because we happen to be staying with the Superintendent of
    Guatemala’s 18 national parks. He and his family are new to Servas (the
    international homestay network we’ve participated delightedly in for 25 years), and this was arranged with the local
    coordinator without us knowing anything about him. We are this family’s
    very first Servas travelers.

    I like Luís immediately when he picks us up. He greets us warmly, cracks
    jokes the whole time we stay with him, and gets into discussions of deep
    political and environmental issues. And he’s totally patient with our
    less-than-perfect Spanish (he doesn’t speak English).

    The next day, we’ve come to have tea with him, his wife and daughter (both
    named Edith) in his office, and he says, “I’m going to a meeting tonight at
    the National Palace, and
    the President will be there. Would you like to attend?”

    “Yes, thank you. May I borrow a jacket from you?”

    “You won’t need one. It will be informal.”

    Of course, of the 400 or so people in attendance, the vast majority,
    including Luís, wear suits. But there are 30 or 40 others in more casual
    clothes, fortunately. By happenstance, I went out the door in the morning
    wearing a button-down shirt and long pants, while Dina wore a longish
    black skirt and a solid-color blouse–but it could just as easily been a
    t-shirt and shorts. Luís actually tried to take us back to his house in the
    afternoon to have dinner and change, but traffic was so bad he turned
    around and went directly to the palace.

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    One of my favorite marketers, the brilliant and unconventional Sean D’Souza in far-away Aukland, New Zealand, claims he built his entire Psychotactics business on strategic alliances.

    And I believe him.

    Strategic alliances are that powerful. Two world-class examples:

    Apple, IBM and Motorola joined forces in the 1990s to design the PowerPC computer chip–which dominated at least Apple’s product line (and I think was used in various IBM models as well) for the next several years.

    And a person in the audience of one of my speeches reminded me that until it formed a strategic alliance to supply operating systems, Microsoft was just another two-bit hole-in-the-wall computer business.

    The comments on Sean’s blog page got into a discussion of the typical Internet-marketer JV, but Sean correctly responded,

    The downsides to strategic alliances? I know of few. One is, that because they’re not motivated by money, there’s less momentum–that is they’re less likely to be motivated to help. But this hasn’t been true for me. Our alliances have literally built our business, and continue to do so. And the entire relationship is built on trust. And respect.

    The downsides to Joint Ventures, I can list by the dozen. The essential problem with joint ventures is money. When the money dries up, so does the motivation. But it’s also an upside. I don’t know. Call me crazy. I prefer alliances over joint ventures.

    I agree with Sean. In fact, I posted my own comment, “Most people can’t see beyond the typical JV arrangements to see the much greater power of strategic alliances (and the friendships that can come out of them)” to grow a business.

    Strategic alliances have been an essential tool in building my business, and I haven’t yet structured one like the typical Internet-marketer JV (though I may, down the road). At the moment, thanks to a strategic alliance with Sean’s Aukland neighbor Mark Joyner of Simpleology (another fantastic marketer–what’s in the water down there?), I’m about to participate in what could be the most powerful strategic alliance of my career, a partnership that involves one of the most famous names in marketing as well as a large publishing corporation. I’ll tell you all about it once the papers are signed. 🙂

    Meanwhile, if you want to know more about strategic alliances, I cover them in some detail in my award-winning sixth book, Principled Profit: Marketing That Puts People First. Incidentally, my alliance and friendship with Mark came about because he ordered this book, and I was brave enough to seize that opportunity to begin a correspondence with him.

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