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  1. I am the chairman and president of The Trump Organization. I like saying
  2. that because it means a great deal to me. There are almost twenty
  3. thousand members of this organization at this point. I did a print ad once
  4. in which I declared, “I only work with the best.” That statement still
  5. stands.
  6. More and more, I see that running a business is like being a general.
  7. Calling the shots carries a great deal of responsibility, not only for
  8. yourself, but for your troops. Your employees’ lives, to a large extent, are
  9. dependent on you and your decisions. Bad strategy can end up affecting a
  10. lot of people. This is where being a leader takes on a new dimension.
  11. Every decision you make is an important one, whether there are twenty
  12. thousand people working for you or just one.
  13. If you are careful when finding employees, management becomes a lot
  14. easier. I rely on a few key people to keep me informed. They know I trust
  15. them, and they do their best to keep that trust intact.
  16. For example, when I need to know something about my casinos and
  17. hotels in Atlantic City, I know I can call up Mark Brown, my CEO, and get
  18. a fast and informed answer. If I call Laura Cordovano over at Trump Park
  19. Avenue and ask about sales, she’ll give it to me exactly as it is. If I call
  20. Allen Weisselberg, my CFO, he’ll tell me what I need to know in twenty
  21. words or less. My senior counsel and Apprentice adviser, George Ross, can
  22. ◄ 12 ►
  23. ▼How to Get Rich
  24. do it in ten words or less. Find people who suit your business style and
  25. you’ll have fewer problems to deal with as time goes on.
  26. Good people equals good management and good management equals
  27. good people. They have to work together or they won’t work together for
  28. very long. I’ve seen good management get by with mediocre people, and
  29. I’ve also seen excellent people get stuck in the mires of bad management.
  30. The good managers will eventually leave, followed by the good workers,
  31. and you will be left with a team that gets along because they’re all
  32. mediocre. Save yourself time by getting the best people you can.
  33. Sometimes this can mean choosing attitude over experience and
  34. credentials. Use your creativity to come up with a good mix.
  35. Creative people rarely need to be motivated—they have their own
  36. inner drive that refuses to be bored. They refuse to be complacent. They
  37. live on the edge, which is precisely what is needed to be successful and
  38. remain successful.
  39. One of my former employees was in charge of a new project. He had
  40. done a thorough and acceptable job, but I felt that something was missing.
  41. It wasn’t fantastic, which, knowing his capabilities, it should have been. I
  42. decided to challenge his creative ego by mentioning that it was fine but
  43. seemed to lack inspiration. I politely asked him whether he was genuinely
  44. interested in the project and suggested that perhaps that might be the
  45. problem.
  46. Well, the guy went ballistic on me. He was deeply insulted.
  47. And, as you can probably guess, the revision he turned in was terrific.
  48. The difference between the first draft and the final version was incredible.
  49. I didn’t slam the guy because he was usually demanding of himself and
  50. had never let me down. But I had to give him a jolt.
  51. Generals motivate their soldiers; they inspire them when it is
  52. necessary. They do the same for their highest-ranking officers. We all need
  53. ◄ 13 ►
  54. ▼How to Get Rich
  55. a boost now and then. Learn how to tailor your method to the
  56. personalities you are managing.
  57. Keep the big picture in mind while attending to the daily details. This
  58. can seem like a balancing act, but it is absolutely necessary for success in
  59. running a company.
  60. ◄ 14 ►
  61. ▼How to Get Rich
  62. Stay Focused
  63. In the 1980s, I was riding high. After learning the essentials of real estate
  64. development from my father, Fred, a builder in Queens and Brooklyn, I’d
  65. become a major player in Manhattan, developing Trump Tower, the
  66. Grand Hyatt Hotel, and many other top-tier properties. I had a yacht, a
  67. plane, a bestselling book.
  68. One magazine headline said, EVERYTHING HE TOUCHES TURNS TO
  69. GOLD, and I believed it. I’d never known adversity. I went straight from
  70. Wharton to wealth. Even in down markets, I bought properties
  71. inexpensively and made a lot of money. I began to think it was easy.
  72. In the late eighties, I lost focus. I’d fly off to Europe to attend fashion
  73. shows, and I wasn’t looking at the clothing. My lack of attention was
  74. killing my business.
  75. Then, the real estate market crashed. I owed billions upon billions of
  76. dollars—$9.2 billion, to be exact. That’s nine billion, two hundred million
  77. dollars. I’ve told this story many times before, but it bears repeating: In the
  78. midst of the crash, I passed a beggar on the street and realized he was
  79. worth $9.2 billion more than I was. I saw a lot of my friends go bankrupt,
  80. never to be heard from again.
  81. The media had me for lunch. Forbes, Business Week, Fortune, The Wall
  82. Street Journal, The New York Times—they all published major stories about
  83. my crisis, and a lot of people seemed to be happy about it.
  84. ◄ 15 ►
  85. ▼How to Get Rich
  86. I’ll never forget the worst moment. It was 3A.M. Citibank phoned me
  87. at my home in Trump Tower. They wanted me to come over to their office
  88. immediately to negotiate new terms with some foreign banks—three of
  89. the ninety-nine banks to whom I owed billions.
  90. It’s tough when you have to tell a banker that you can’t pay interest.
  91. They tend not to like those words. An ally at Citibank suggested that the
  92. best way for me to handle this difficult situation was to call the banks
  93. myself, and that’s exactly what they wanted me to do, at three o’clock on a
  94. cold January morning, in the freezing rain. There were no cabs, so I
  95. walked fifteen blocks to Citibank. By the time I got there, I was drenched.
  96. That was the low point. There were thirty bankers sitting around a big
  97. table. I phoned one Japanese banker, then an Austrian banker, and then a
  98. third banker from a country I can no longer remember.
  99. In The Art of the Deal, I had warned readers never to personally
  100. guarantee anything. Well, I hadn’t followed my own advice. Of the $9.2
  101. billion I owed, I’d personally guaranteed a billion dollars. I was a
  102. schmuck, but I was a lucky schmuck, and I wound up dealing with some
  103. understanding bankers who worked out a fair deal. After being the king of
  104. the eighties, I survived the early nineties, and by the mid-to-late nineties, I
  105. was thriving again.
  106. But I learned my lesson. I work as hard today as I did when I was a
  107. young developer in the 1970s.
  108. Don’t make the mistake I did. Stay focused.
  109. ◄ 16 ►
  110. ▼How to Get Rich
  111. Maintain Your Momentum
  112. William Levitt, the master builder of Levittown, taught me the true
  113. meaning of “momentum.”
  114. In the 1950s, he was the king. No detail was too small for his attention.
  115. He would personally collect stray nails and extra chips of wood from
  116. building sites to make sure his construction crews used all available
  117. materials.
  118. He sold his company in 1956 to ITT for $100 million, which is
  119. equivalent to billions today. Then he made some terrible mistakes.
  120. He retired.
  121. He married the wrong woman.
  122. He moved to the south of France and lived on the Riviera with his new
  123. boat and his new wife.
  124. One day, ITT called. The executives in charge of the conglomerate had
  125. no aptitude for home building. They had bought huge tracts of land but
  126. didn’t know how to get them zoned. So they sold it back to Levitt, who
  127. thought he’d gotten a great deal
  128. He went back into business. And he proceeded to go bankrupt.
  129. I saw William Levitt at a cocktail party in 1994, two weeks before he
  130. died. He was standing by himself in a corner, looking defeated. I didn’t
  131. know him well, but I approached him, hoping to acquire some wisdom
  132. from the master. “Mr. Levitt,” I said, “how are you doing?”
  133. ◄ 17 ►
  134. ▼How to Get Rich
  135. “Not good, Donald, not good.” Then he said the words I’ll never
  136. forget. “I lost my momentum. I was out of the world for twenty years, I
  137. came back, and I wasn’t the same.”
  138. No matter how accomplished you are, no matter how well you think
  139. you know your business, you have to remain vigilant about the details of
  140. your field. You can’t get by on experience or smarts. Even the best
  141. surgeons need to be retrained regularly, to stay current on the latest
  142. research and procedures.
  143. No matter what you’re managing, don’t assume you can glide by.
  144. Momentum is something you have to work at to maintain.
  145. ◄ 18 ►
  146. ▼How to Get Rich
  147. My loyal assistant, Norma Foerderer
  148. ◄ 19 ►
  149. ▼How to Get Rich
  150. Get a Great Assistant
  151. Surround yourself with people you can trust. I often say it’s good to be
  152. paranoid, but not when it comes to your home team.
  153. Ask God for a great assistant. No joke. A great one can make your life
  154. a whole lot easier—or, in my case, almost manageable. Norma Foerderer
  155. has been with me for twenty-three years. If you want to know what a great
  156. guy I am, just ask her. But not on a Friday.
  157. Handling me, the office, and several hundred calls a week isn’t easy.
  158. She’s as tough and smart as she is gracious. She’s also indefatigable, which
  159. helps a lot if you work for me.
  160. My phones are so busy that I require two executive assistants, and
  161. they never stop. They alone handle, on the average, more than 1,250 calls a
  162. week. They are not only efficient and fast, but also very pleasant and
  163. beautiful young women.
  164. You don’t have to be beautiful to work for me—just be good at your
  165. job. I’ve been accused of admiring beautiful women. I plead guilty. But
  166. when it comes to the workplace, anyone who is beautiful had better have
  167. brains, too. You need competent people with an inherent work ethic. I’m
  168. not a complacent person and I can’t have a complacent staff. I move
  169. forward quickly and so must they.
  170. Once, I wanted to know how fast a new employee could work, so I
  171. told him I was leaving in fifteen minutes and needed something done
  172. within that time. I wasn’t actually going anywhere, but, sure enough, I
  173. ◄ 20 ►
  174. ▼How to Get Rich
  175. had what I needed in fifteen minutes. Machiavellian? Maybe, but both of
  176. us learned something that day.
  177. One final piece of advice on assistants, which I learned from
  178. experience and which, I admit, may not be as relevant to your career as it’s
  179. been to mine: Find a receptionist who can speak English. We had a
  180. breathtaking European beauty out front who could easily rival Ingrid
  181. Bergman in her heyday, but I discovered that her ability to recognize wellknown
  182. people in the United States was limited to myself and maybe
  183. President Bush. She wasn’t so familiar with the likes of Hugh Grant,
  184. Reggie Jackson, George Steinbrenner, Jack Welch, Paul Anka, Mohamed
  185. Al Fayed, Regis Philbin, or Tony Bennett. Their calls never got through to
  186. me and their names were placed on her “psycho list.”
  187. But you should have seen her. What a knockout. She’s since moved on
  188. to better career opportunities, but we’ll never forget her. Neither will
  189. anyone who ever called in. Or tried to.
  190. ◄ 21 ►
  191. ▼How to Get Rich
  192. Remember: The Buck Starts Here
  193. Set the standard. Don’t expect your employees to work harder than you
  194. do. In my case, I don’t have to worry about that, because I work seven
  195. days a week and love almost every minute of it. But also realize that your
  196. company will sometimes function as an extended and dysfunctional
  197. family. It’s only natural, considering that people often spend more waking
  198. hours with coworkers than they do with their families.
  199. A visitor in my office once mentioned that the goings-on there
  200. reminded him of a family fight in progress. I will admit that the volume
  201. level gets high now and then, and he wasn’t far off in his assessment. But
  202. if you want smooth sailing every day, move to the Mediterranean.
  203. Winners see problems as just another way to prove themselves.
  204. Problems are never truly hardships to them, and if you haven’t got any
  205. problems, then you must not have a business to run.
  206. Regard your company as a living, breathing organism, because that’s
  207. what it is. Those figures you see on your spreadsheets will reflect the
  208. health of that organism. Watch out for bad cells while allowing good cells
  209. to flourish.
  210. Growth is an indication of life, so keep your organization moving
  211. forward at all times. Having a passion for what you do is crucial. If you
  212. can’t get excited about what you are doing, how can you expect anyone
  213. else to? If your employees can see and feel your energy, it is bound to
  214. affect them.
  215. ◄ 22 ►
  216. ▼How to Get Rich
  217. Don’t intimidate people. If you do, you’ll never get a straight answer
  218. from anyone, and you’ll be defeating your own purpose. I keep my door
  219. open, and my people know I’m available as well as approachable. We
  220. don’t have chat-fests, but whatever needs to be done gets accomplished,
  221. and quickly.
  222. Remember that your organization is your organization. That sounds
  223. simplistic, but, bottom line, it’s your ball game. The strategy is up to you,
  224. and so are the results. Remember Harry Truman’s famous words, which
  225. he kept on his desk in the Oval Office? THE BUCK STOPS HERE. I keep a
  226. similar quote on my desk. It reads: THE BUCK STARTS HERE.
  227. ◄ 23 ►
  228. ▼How to Get Rich
  229. Don’t Equivocate
  230. If you equivocate, it’s an indication that you’re unsure of yourself and
  231. what you’re doing. It’s also what politicians do all the time, and I find it
  232. inappropriate, insulting, and condescending.
  233. I try not to do it. Fortunately, I don’t have to try too hard at this one,
  234. because I’ve been known to be on the blunt (and fast) side at times, which
  235. is good.
  236. I once asked an executive in my organization to give me a synopsis of
  237. a new development we were considering. He’d been to the city in
  238. question, had spent some time there, and had done some careful
  239. investigating. He went on to describe the merits of the site, the pitfalls, the
  240. good things, the bad things, the pros, the cons—on and on in great detail.
  241. He must’ve talked for ten minutes straight. Judging from what he was
  242. telling me, there were just as many reasons to drop the project as there
  243. were reasons to jump right in and get going. It was like a tied game with
  244. no overtime.
  245. I asked him more questions, and we ended up exactly where we were
  246. before. He was on both sides of the fence at once and didn’t seem to want
  247. to take a stand either way. This guy had a lot of experience and a good
  248. track record, so finally I asked him what he thought of the project in ten
  249. words or less.
  250. “It stinks,” he said.
  251. He had eight words left, but he didn’t need them.
  252. ◄ 24 ►
  253. ▼How to Get Rich
  254. Ask Yourself Two Questions
  255. 1. Is there anyone else who can do this better than I can?
  256. That’s just another way of saying: Know yourself, and know your
  257. competition. If your competition is better than you are, you need to offer
  258. some quality they lack.
  259. 2. What am I pretending not to see?
  260. We can all get swept up in the euphoria of a creative moment, or what
  261. former president Richard Nixon’s speechwriters used to call “the lift of a
  262. dream.” Before the dream lifts you into the clouds, make sure you’ve
  263. looked hard at the facts on the ground.
  264. ◄ 25 ►
  265. ▼How to Get Rich
  266. Bullshit Will Only Get You So Far
  267. I think it’s funny that the phrase most closely associated with me these
  268. days is “You’re fired,” because, the truth is, although I’ve had to fire
  269. people from time to time, it’s not a big part of my job. I much prefer
  270. keeping loyal and hardworking people around for as long as they’d like to
  271. be here. There’s a wonderful lady in her nineties, Amy Luerssen, who
  272. worked for my father and still reports to work every day at our Brooklyn
  273. office. Here at The Trump Organization, Helen Rakotz has worked for me
  274. from the day I moved to Manhattan, and she still puts in long hours every
  275. week. She is eighty-two.
  276. Once I delayed firing someone for two years because this guy always
  277. had such a great line of bullshit every time I came close to the topic. No
  278. matter what was going on, he had some huge deal lined up that was just
  279. about to come through.
  280. He managed to string me along for two solid years, and I believed him
  281. every time—or wanted to. Finally, I was forced to realize that his claims
  282. were bogus, but I gave him every chance before finally axing him.
  283. Unless your boss is a total sadist, he (or she) doesn’t want to fire you
  284. or cause hardship to your family. If you think you’re in danger of being
  285. fired, take control of the situation and ask your boss for a meeting.
  286. Make sure you ask for the meeting at the right time. Tell your boss you
  287. want to make sure you are communicating and doing your job to
  288. everyone’s satisfaction.
  289. ◄ 26 ►
  290. ▼How to Get Rich
  291. Of course, if your boss is a sadist, or just a lousy communicator,
  292. you’ve still got a problem. In that case, fire your boss and get a better job.
  293. There’s no sense in trying to cope with a bad situation that will never
  294. improve.
  295. I never try to dissuade people from quitting. If they don’t want to be
  296. here, I don’t want them to be here, either. No one has ever come to me
  297. with an ultimatum. People see how it works here, and if it doesn’t suit
  298. them, they move on. Sometimes it happens quickly. A qualified and
  299. experienced receptionist worked here for a grand total of six hours. She
  300. realized right away that the pace just wasn’t suited to her, and she very
  301. politely told us so and left. I appreciated her quick thinking and efficient
  302. decision-making skills. She’ll have a successful career somewhere else.
  303. ◄ 27 ►
  304. ▼How to Get Rich
  305. Every New Hire Is a Gamble
  306. Some people give such great interviews that you’re ready to make them
  307. vice presidents on the spot, until you realize that their true talent is simply
  308. giving a great interview. That’s why, in a sense, every new hire is a
  309. gamble.
  310. Impressive credentials don’t always add up to a great performance or
  311. a good fit. Nonexistent credentials don’t necessarily mean a no-talent.
  312. Being circumspect helps a lot and keeps you from being surprised. People
  313. can offer an interesting mix of pros and cons. Time will do the weeding
  314. out for you. All you have to do is pay attention.
  315. What I look for in employees is a sense of responsibility that goes
  316. beyond what is merely sufficient. Some people do the bare minimum, and
  317. some people will actually be concerned about the organization as a whole.
  318. They see themselves as having a direct relationship to the success or
  319. failure of the company they work for. They believe they are important,
  320. and their work shows it. If you can instill this sense of worth in your
  321. employees, you will have a tip-top team working for you. People who take
  322. pride in their work are the kind you want to have around—and the kind I
  323. like to keep around.
  324. I especially like employees who spend—and, more important, save—
  325. the company’s money as if it were their own. Companies suffer when
  326. employees don’t make enough of an effort to control costs. The employees
  327. who feel a personal responsibility for their budgets, who view the
  328. ◄ 28 ►
  329. ▼How to Get Rich
  330. company’s bottom line as an extension of their own personal savings
  331. account, are often the ones who get the best results. If you let your boss
  332. know that you’re watching out for his or her bottom line, you’ll always be
  333. appreciated.
  334. I respect employees who can think on their feet. So does George Ross,
  335. my senior counsel. His assistant, Carole Berkowitz, was helping out at the
  336. front desk one day when she received a call from a stranger who said she
  337. was about to commit suicide. Carole deemed the call credible and took a
  338. few moments to listen to the distressed woman.
  339. Carole asked her where she was from, and the woman replied that she
  340. lived in Southern California, not far from the beach. Carole responded,
  341. “You live in California? Near the beach? Do you know how cold it is in
  342. New York today? It’s eight degrees outside! And that’s without the
  343. windchill. I almost froze just getting to work. If I were you, I’d go out right
  344. now, take a long walk on the beach, and sit in the sun for a while. That’s
  345. what I’d do if I were you.” The woman instantly calmed down and
  346. thanked Carole for being so nice to her.
  347. That’s the kind of person we like to have around.
  348. A certain amount of personal ambition is necessary, but not to the
  349. point where it undermines the common goal of the company. If your
  350. group can’t work together, you won’t accomplish much. I don’t like
  351. backstabbing. It’s not necessary, and it’s insulting to me. I have eyes and
  352. ears and instincts, too. I can assess people and situations for myself. If
  353. people have time to be petty, it’s an indication they’re not busy enough
  354. with their work.
  355. You can’t expect to be a valuable employee if you don’t make yourself
  356. valuable. Think about it: What do you contribute to the welfare of the
  357. organization? Are you instrumental in keeping it humming and moving
  358. forward? Do you work wholeheartedly or halfheartedly? Are you just
  359. going through the motions and hoping no one will notice? The only
  360. ◄ 29 ►
  361. ▼How to Get Rich
  362. person you ever fool is yourself. You can’t fool others, even though you
  363. might think you can.
  364. A lot of people say they’re going through the motions because their
  365. position isn’t challenging or rewarding and there’s no room to grow. It’s a
  366. dead-end situation. That might very well be. If so, look elsewhere for a
  367. company that could offer you a promotion in your particular area of
  368. interest or expertise. There are times when you should move on, and
  369. situations in which the only way up is out.
  370. ◄ 30 ►
  371. ▼How to Get Rich
  372. Ideas Are Welcome, but Make Sure You
  373. Have the Right One
  374. If you run a company, make yourself accessible to your employees. If they
  375. feel they can bring ideas to you, they will. If they feel they can’t, they
  376. won’t. You might miss out on a lot of good ideas, and pretty soon you
  377. might be missing a lot of employees. I allow people to run their ideas by
  378. me. I don’t have a lot of time, so they have to be prepared and succinct.
  379. I’m sure that’s the protocol of any busy CEO. So if you’re going to be bold
  380. enough to present your idea, make it as clear as possible, and don’t take it
  381. casually. Think of it as a presentation that could cost you a lot of money if
  382. you were to lose the client. Your boss’s time is important, and you won’t
  383. win any points by wasting it.
  384. Learn to recognize the fine line between being pushy and being
  385. intelligently assertive. It can be an issue of timing—pay attention to what’s
  386. happening around you and pace yourself according to that rhythm. I try
  387. to develop a tempo when I’m working. Someone who interrupts it is not
  388. going to receive a warm welcome.
  389. Also, remember this: The boss has the big picture; you don’t. So if your
  390. idea doesn’t meet with hurrahs, it could very well be that a similar idea is
  391. already in development or that your idea is not in step with plans that
  392. have already been made. This shouldn’t discourage you, because your
  393. ◄ 31 ►
  394. ▼How to Get Rich
  395. initiative will always be noticed. But recognize when not to press an issue,
  396. and don’t expect a lengthy explanation of why.
  397. I like people who don’t give up, but merely being a pest is detrimental
  398. to everyone. Once again, fine-tune your discernment. Know when to ease
  399. up. Keep your antennae up for another idea and a more appropriate
  400. opportunity. Sometimes we hesitate with good reason.
  401. There was one former employee who I liked a lot, but he reminded me
  402. of a jumping bean. He couldn’t keep still for more than three seconds at a
  403. time. Even riding in the car with him became an ordeal, because being in
  404. an enclosed space seemed to warm him up even more and then he’d really
  405. get going. I finally learned to avoid him as much as possible, and that’s too
  406. bad, because he was a great guy. But enough is enough. Too much will
  407. cause people to tune you out—or wish that you would move to another
  408. state. Last I heard, the jumping bean was living in Montana. I only hope
  409. they have enough space there to contain him, and every time I hear about
  410. UFO sightings in Montana, I have to laugh. I know who it is.
  411. One last thing: If your boss says no to an idea, pay attention. Most
  412. likely, there’s a good reason. No one disregards a terrific idea. It just might
  413. not be the right terrific idea for the company you’re with. Maybe you’re
  414. meant to go off on your own as an entrepreneur. Let that be an indication
  415. to you. It could be the beginning of your career, rather than the end of it.
  416. ◄ 32 ►
  417. ▼How to Get Rich
  418. Focus on the Talent Instead of the Title
  419. People who work for me know there’s a lot more to me than my public
  420. persona. I’m not one-dimensional, and if you realize that the people
  421. around you aren’t either, you’ll be utilizing the hidden potential that just
  422. about everyone has. Whether they want to use it or not is up to them to a
  423. certain extent, but it’s also up to a leader to recognize it or at least to give it
  424. a chance to unfold. Most people don’t like to stagnate, and if you want to
  425. keep your company moving forward, look around you now and then for
  426. fresh possibilities within your organization. Never let someone’s job title
  427. be the sole indication of their worth.
  428. People at The Trump Organization have transcended their positions
  429. on many occasions. Matthew Calamari, the executive vice president of
  430. operations, started as a security guard. After getting to know Matthew, I
  431. realized he had a lot more to offer than his job title warranted, and he has
  432. proven me right. He’s a dedicated and trustworthy worker, and any CEO
  433. in his right mind would want to have him around. As an executive VP, he
  434. is in charge of building operations and runs my entire security
  435. organization. He is in charge of major building projects, with his brother
  436. Michael and Andy Weiss. Their most notable recent accomplishment is the
  437. new building on the site of the former Delmonico Hotel at Park Avenue
  438. and Fifty-ninth Street. I’m calling it Trump Park Avenue. Catchy, right?
  439. Vinnie Stellio, who was hired by Matthew Calamari, started as my
  440. bodyguard and is now a vice president. He has just what it takes to be an
  441. ◄ 33 ►
  442. ▼How to Get Rich
  443. effective executive, which was clear to me, if not immediately to him.
  444. Vinnie would often drive executives, architects, and contractors up to
  445. Westchester to look at developments I was building. Now they report to
  446. him. I am perhaps the largest owner of land in Westchester County, and
  447. now it’s Vinnie who keeps his eye on it all.
  448. With Matthew Calamari, an executive vice president at The Trump Organization.
  449. John Tutolo, president of Trump Model Management, our modeling
  450. agency, started as a booker and now has what many guys would consider
  451. a dream job.
  452. Meredith McIver, who made the writing of this book a pleasure
  453. instead of a headache, started out as a media assistant. I recognized that
  454. her talents encompassed much more. Of course, it takes talent to deal with
  455. me and everyone else every day (but especially me). I could have hired an
  456. outside collaborator to help me with this book, but why spend time
  457. looking outside the organization when you have all the people you need
  458. right beside you?
  459. ◄ 34 ►
  460. ▼How to Get Rich
  461. Very often, your resources are greater than you might think. I don’t
  462. like it when people underestimate me, and I try not to underestimate
  463. anyone else, either. People are multifaceted, and it’s important to let them
  464. function in a way that will allow them to shine. Most people would rather
  465. succeed than fail, but sometimes the leader has to be the catalyst for
  466. putting “success” into their personal vocabulary.
  467. In other words, try to see beyond a person’s title. You can find talent
  468. in unlikely places.
  469. Meredith McIver, Rhona Graff, and Norma Foerderer of The Trump Organization
  470. ◄ 35 ►
  471. ▼How to Get Rich
  472. Manage the Person, Not the Job
  473. I once heard a story about a guy who owned an advertising agency. There
  474. was one writer who drove the other writers crazy because he would
  475. appear to be doing nothing in his office. He made no attempt to look busy.
  476. Finally, his colleagues complained to his boss about his laziness. The
  477. boss suddenly perked up and asked, “How long has he been this way?”
  478. One of the other writers answered, “For weeks and weeks! He sits
  479. there and does zip. It’s like he’s in a coma.”
  480. The boss said, “I want all of you to be quiet and not to disturb him,
  481. and every now and then ask if you can get him some coffee or some lunch
  482. or run some errands for him.”
  483. Needless to say, the employees were deflated and started grumbling.
  484. Then the boss explained his rationale: “Listen, the last time he was acting
  485. this way, and the time before that, he came up with ideas worth many
  486. millions of dollars. So when I tell you not to disturb him, I have a reason
  487. for it.”
  488. People have different ways of achieving results. I enjoy figuring out
  489. how each of my key employees excels. If people are your resource, you’d
  490. better try to learn something useful about them. Being able to do so is
  491. what makes a good manager a great one.
  492. Some people respond well to the fear factor. Ever hear this exchange?
  493. Question: “How long have you been working here?”
  494. ◄ 36 ►
  495. ▼How to Get Rich
  496. Answer: “Ever since they threatened to fire me.”
  497. Well, it applies to some employees. Fortunately, I seem to attract
  498. people who enjoy working, but now and then a few slugs will show up,
  499. and the loss of face (or job) can be a good motivator for many.
  500. That said, it will always work against you to demoralize your
  501. employees in any way. I can be tough, but most people will admit I’m fair.
  502. You can crush people if you don’t weigh your words carefully. Your
  503. power as a leader should be used in the most positive way, which
  504. sometimes calls for a great deal of restraint as well as patience. I have to
  505. laugh when I hear people say, “I can’t wait until I’m the big shot so I can
  506. order everyone around.” It doesn’t quite work that way.
  507. Abraham Lincoln made an appropriate remark that is pertinent to
  508. management: “Nearly all men can stand adversity, but if you want to test
  509. a man’s character, give him power.
  510. ◄ 37 ►
  511. ▼How to Get Rich
  512. Keep Your Door Open
  513. I’m always taken aback when people say, “Oh, he’s got it made,” as if
  514. that’s the end of the conversation about a person. They seem to be saying
  515. that the person can just check out and coast because he’s already arrived.
  516. To me, arriving means something is about to begin. Graduation from
  517. college is a beginning, not an ending. Each success is the beginning of the
  518. next one.
  519. Learning is a new beginning we can give ourselves every day.
  520. A know-it-all is like a closed door. Everyone who knows me knows I
  521. keep the door to my office open. It’s symbolic of the way I choose to think,
  522. and it’s the way I operate. My father was much the same. He once said to
  523. me, “You know, the more I learn, the more I realize I don’t know. I think
  524. that has kept me young at heart more than anything else.” It was an
  525. offhand comment, a quiet realization he mentioned to me one day while
  526. he was reading, but it has stuck with me for decades.
  527. Every day is a reminder to me of how much I don’t know. Everything
  528. I learn leads me to something else I didn’t know. Fortunately, I don’t pride
  529. myself on being a know-it-all, so every day becomes a new challenge.
  530. People ask me what keeps me going, and this is probably the closest
  531. answer to the truth. If I end the day without knowing more than I did
  532. when I woke up, it makes me wonder: What did I miss out on today? Am I
  533. getting lazy? I am a disciplined person, and this thought alone can get me
  534. going.
  535. ◄ 38 ►
  536. ▼How to Get Rich
  537. Looking for a raise? Come on in.
  538. We’ve all heard the phrase creature of habit. That can be good or bad,
  539. depending on your habits. I’ve cultivated the learning habit over the years,
  540. and it’s one of the most pleasurable aspects of my life. Everyone in my
  541. ◄ 39 ►
  542. ▼How to Get Rich
  543. family knows I’m big on education—not just Ivy League education, but all
  544. education, and for people of all ages. That also applies to me, and while I
  545. got very good grades at school, I do not have time to be a scholar. Still, it’s
  546. something I aspire to in my quiet time. Possibilities unfold. The world
  547. opens up.
  548. My sister Maryanne introduced me to the writings of Aldous Huxley.
  549. He was such a learner that when he was faced with near-total blindness as
  550. a young man, he learned Braille and continued his studies anyway. His
  551. description of this predicament had not a trace of self-pity. In fact, he
  552. mentioned that it had offered some benefits: He could now read in bed at
  553. night and his hands would never get cold because he could read with his
  554. hands under the covers.
  555. Learning begets learning. I’d rather be stimulated than passive.
  556. You can’t wear a blindfold in business. A regular part of your day
  557. should be devoted to expanding your horizons.
  558. We live in a big world, and it is important for us to be aware of
  559. cultures other than our own. I have always lived in the United States, but I
  560. make an effort to be informed about other cultures. That’s easy to do in
  561. New York City, the most diverse and exciting place on earth.
  562. Someone who had been living abroad for a few years told me, upon
  563. returning home, that a frequent comment about Americans is that you
  564. always know exactly where we’re coming from. The flip side of this is that
  565. we rarely know where anyone else is coming from. We’re very much up to
  566. snuff about our own national events, but we are less aware of what’s
  567. happening in other countries. All of us need to pay more attention to
  568. events outside our own realm. We are connected to each other in so many
  569. ways—politically, commercially, socially. Perhaps one of the reasons I’ve
  570. been able to sell and rent apartments to people of so many foreign
  571. nationalities is that I’ve made an effort to understand where they’re
  572. coming from.
  573. ◄ 40 ►
  574. ▼How to Get Rich
  575. Learn something new, whether you think you’re interested in it or not.
  576. That’s the opposite of having a closed mind—or a closed door. I can thank
  577. my father for the example he set. It was the key to his remaining young
  578. and dynamic into his nineties. It can do the same for you, if you make the
  579. effort.
  580. ◄ 41 ►
  581. ▼How to Get Rich
  582. Think Big and Live Large
  583. This is the final rule of the Donald J. Trump School of Business and
  584. Management. Once you have mastered it, you are ready to graduate.
  585. It’s a big world. There’s a lot we don’t know, which means there’s still
  586. a lot to be discovered and a lot to be accomplished.
  587. The possibilities are always there. If you’re thinking too small, you
  588. might miss them.
  589. In some ways, it’s easier to buy a skyscraper than a small house in a
  590. bad section of Brooklyn. Either way, you’ll probably need financing, and
  591. most people would rather invest in a great building than a dilapidated
  592. duplex on a dangerous street. With the skyscraper, if you hit, at least you
  593. hit big. And if you don’t hit, what’s the difference between losing $100,000
  594. or hundreds of millions of dollars? Either way, you’ve lost, so you might
  595. as well have really gone for it.
  596. I’ve read stories in which I’m described as a cartoon, a comic book
  597. version of the big-city business mogul with the gorgeous girlfriend and
  598. the private plane and the personal golf course and the penthouse
  599. apartment with marble floors and gold bathroom fixtures. But my cartoon
  600. is real. I am the creator of my own comic book, and I love living in it. If
  601. you’re going to think, think big. If you’re going to live, live large.
  602. ◄ 42 ►
  603. ▼How to Get Rich
  604. ◄ 43 ►
  605. ▼How to Get Rich
  606. Take Control of the Job Interview
  607. I’ve had some interesting experiences with job interviews over the years.
  608. Norma Foerderer is a good example. I wasn’t too sure about her after her
  609. first interview. It had nothing to do with her skills. But she seemed a little
  610. too prim, like she belonged on some family sitcom as the ever-so-proper
  611. type. I didn’t think she could handle it here, or that she would fit with my
  612. style.
  613. Norma persisted, seeming to recognize a good match better than I did.
  614. Little did I know how deceptive first impressions could be. Norma was
  615. actually as far from fluff as you could get. So, I thought, Okay, maybe. Her
  616. abilities were superior to those of anyone else I had seen. As it turned out,
  617. I called her back on the same day her mother died, but Norma gave me an
  618. offer I couldn’t refuse: She’d work for me for one month at a low salary
  619. just to see whether we clicked. No strings attached.
  620. I thought, Aha! She’ll never last anyway, and I can decide on someone
  621. else in the meantime. After one month with me, she’d be outta here for
  622. sure. The hoity-toity type just won’t fly, except out the front door.
  623. Needless to say, I underestimated Norma completely. I was duly
  624. humbled and, I must add, grateful for being so. She was persistent and
  625. committed to getting the job, and she did it with elegance.
  626. ◄ 44 ►
  627. ▼How to Get Rich
  628. Ask for Your Raise at the Right Time
  629. When it comes to your career, certain moves should not be made without
  630. careful consideration of the old and very apt saying “Timing is
  631. everything.”
  632. For example, if you’ve decided to ask for a raise, look around first. So
  633. many times, employees who I like very much do the dumbest things when
  634. it comes to conversations about their salaries.
  635. Jason Greenblatt, a young and brilliant lawyer who works for me, is
  636. terrific at everything he does, but one day, I swear, he must have been
  637. wearing blindfolds—and earplugs.
  638. I was having an especially tough, vicious, terrible, miserable day that
  639. seemed never-ending to me and to everyone else. It was a grand-slam
  640. rotten day. No one could possibly have mistaken it for anything else.
  641. Late in the afternoon, by which time I had had enough, I heard a polite
  642. knock on my door. I yelled out “WHAT?” in my most exasperated tone.
  643. Jason nonchalantly entered my office, completely ignoring my angry
  644. welcome, and proceeded to ask me for a raise.
  645. I could not believe a lawyer as smart as Jason could make such a dumb
  646. move. I use his real name only because Jason knows how much I like and
  647. respect him, despite his incredible faux pas. But I have to tell you that I
  648. was ready to kill him. Was he joking? It’s amazing, but he wasn’t. He was
  649. dead serious. I couldn’t believe it.
  650. ◄ 45 ►
  651. ▼How to Get Rich
  652. Did he get a raise? Not that day. He almost got fired for stupidity,
  653. except that I told him to get out before I really lost my temper. I also told
  654. him that although he might be brilliant, his timing for certain things
  655. needed work—and that maybe he ought to start paying attention to what
  656. was going on around him. I remember thinking to myself, Did I really hire
  657. such a person? But as I said, it had been a rough day.
  658. Jason is still with me, and he gets lots of raises because he’s great at
  659. what he does. But now he always waits for sunny days, blue skies, and
  660. puffy white clouds on the horizon before approaching me. I told you he
  661. was smart.
  662. The best way to ask for a raise is to wait for the right time. It also
  663. indicates to your boss that you have a certain amount of discernment and
  664. appreciation for what he might be going through himself. I need my
  665. people to be plugged in to what’s going on with me.
  666. What impresses me most about people is their work ethic. A certain
  667. amount of swagger is okay—it’s just another form of enthusiasm—but,
  668. bottom line, I look for results. When I mentioned to a salesperson that I
  669. had to cut her salary because she’d made no sales in nine months, she just
  670. about went nuts. But some things are common sense. What would she do
  671. if she had a nonproductive salesperson on her own roster?
  672. If you knew your company was scheduled to give a major client
  673. presentation at 3P.M., would you approach your boss at 2:45 to ask for a
  674. raise?
  675. Money, like comedy, is all about timing
  676. ◄ 46 ►
  677. ▼How to Get Rich
  678. Be Tenacious
  679. The Art of the Deal contained a chapter called “West Side Story,” about my
  680. acquisition of the West Side yards, a hundred-acre property fronting the
  681. Hudson River from Fifty-ninth Street to Seventy-second Street. The
  682. chapter title was a deliberate double entrendre, as I knew that the popular
  683. musical West Side Story had taken ten years to put together. Its creative
  684. team had included no less than Leonard Bernstein, Jerome Robbins,
  685. Stephen Sondheim, and Arthur Laurents, so whenever I experienced
  686. setbacks or delays on my West Side project, I would remind myself that I
  687. had some very illustrious company.
  688. It’s now seventeen years later and it’s still a work in progress, but the
  689. example set by the architects of West Side Story has served me well. You
  690. don’t create a classic overnight.
  691. I’m calling it Trump Place. It’s a $5-billion project, the biggest
  692. development ever approved by the New York City Planning Commission.
  693. When it’s done, Trump Place will have 5,700 residential units and more
  694. than five million square feet of commercial space. So far, four towers have
  695. been completed and are occupied, and two additional buildings are under
  696. construction. When we’re done, there will be a total of sixteen buildings
  697. on the site.
  698. Trump Place is a good example of why tenacity is crucial in business. I
  699. bought the property in 1974. We’ve hit snags along the way and made
  700. many changes over time, but for more than thirty years, we’ve persisted.
  701. ◄ 47 ►
  702. ▼How to Get Rich
  703. At times, just about every executive will appear impatient, but to build
  704. something that endures, you have to take the long view.
  705. Recently, an employee told me that the pastor of her church had used
  706. Trump Place as an example of what a firm foundation should be, whether
  707. it be in faith, family, or, as in my case, buildings. The pastor, whose church
  708. was near the construction site, would watch each building go up and
  709. marvel at the immensity of the work. Each building could be a hundred
  710. stories high, he said, considering the meticulous foundation work.
  711. My publisher sent me an inspiring book by Bill Shore called The
  712. Cathedral Within, which celebrates the commitment and hope necessary to
  713. build something that endures. It might be a cathedral like the one in
  714. Milan, which took five hundred years to build, or it might be a community
  715. organization or a business.
  716. Paul Davis, the man developing Trump Place for me and my partners,
  717. is a true cathedral builder. I have rarely seen anyone work so hard or so
  718. diligently—Saturdays, Sundays—he’s there at all hours, paying close
  719. attention to every impeccable detail of the layouts, room sizes, and the
  720. quality of the fixtures. He’s one of the big reasons for our success.
  721. Some things are worth waiting for. For me, Trump Place is one of
  722. those things: Sixteen beautifully designed buildings on the Hudson River.
  723. A twenty-five-acre park. The Upper West Side as a backyard. This could
  724. prove to be my finest contribution to the city of New York. Time will tell,
  725. but I’m in no rush, and I won’t stop until I’m done.
  726. ◄ 48 ►
  727. ▼How to Get Rich
  728. Golf is a brain game, and practice makes perfect.
  729. ◄ 49 ►
  730. ▼How to Get Rich
  731. Play Golf
  732. I made a lot of money on the golf course before I ever went into golf as a
  733. business. I found solutions to problems, new ideas for ventures, and even
  734. a new career. Golf has a way of giving you an equilibrium that you can’t
  735. always find in the office.
  736. Doing what you love will always make you a winner, and after
  737. spending many happy hours on golf courses, I decided to build some of
  738. my own. I am now one of the busiest golf course developers in the United
  739. States, with two award-winning, internationally acclaimed courses fully
  740. operational and two more in the works.
  741. My first course, the Trump International Golf Club in Palm Beach,
  742. Florida, has been home to the ADP LPGA championships for three years.
  743. When I first decided to develop the most beautiful golf courses possible, I
  744. did some research and got in touch with the most respected designers in
  745. the business—the Fazio family. Just as Michelangelo had an affinity for
  746. sculpting marble, some people have an affinity for sculpting land. In this
  747. case, Jim and Tommy Fazio designed a dream come true for any golfer,
  748. not only visually, but in terms of playability.
  749. The course opened in 1999. With its waterfalls and landscapes unique
  750. to Florida, Trump International Golf Club is already a landmark course in
  751. the state—and the best course in Florida.
  752. My second course was Trump National at Briarcliff Manor in New
  753. York. We moved three million yards of earth, the largest land excavation
  754. ◄ 50 ►
  755. ▼How to Get Rich
  756. ever in Westchester County, and it was worth it. We were also dealing
  757. with stone, which was used for walls and a spectacular waterfall on the
  758. thirteenth hole—a 101-foot cliff of black granite quarried from the
  759. property—which pumps five thousand gallons a minute. The walls were
  760. built by my very talented stone mason, Frank Sanzo. Membership costs
  761. $300,000. I think it’s a bargain.
  762. My third golf course is Trump National Golf Club, in a sumptuous
  763. area of New Jersey known as Bedminster. It is being designed by the
  764. master golf course architect himself, Tom Fazio. Three times, Golf Digest
  765. has named Fazio the Best Modern Day Golf Course Architect, and when
  766. you see this course, you’ll know why. It will be long, big, and beautiful,
  767. and I am involved daily in the design and construction. Additional plans
  768. for this property, formerly owned by automaker John DeLorean and
  769. located in the heart of New Jersey’s horse country, will include a second
  770. course and a world-class clubhouse designed in the colonial mansion
  771. style.
  772. I don’t want to limit my golfing to the East Coast, so in 2002 I bought a
  773. course along two miles of the Pacific Ocean. What was formerly known as
  774. Ocean Trails in Palos Verdes will now be known as Trump National Golf
  775. Club, Los Angeles. The course had fallen into disrepair under its previous
  776. owners—the eighteenth hole fell into the ocean—so I’m rebuilding it with
  777. legendary golf course architect Pete Dye. We’re also planning to build
  778. luxury estate homes on the property. When completed, this course will be
  779. the best in California.
  780. ◄ 51 ►
  781. ▼How to Get Rich
  782. Dave Anderson, Joe Kernen, me, and Ron Howard at the opening of Trump National Golf Club
  783. in Briarcliff Manor, New York.
  784. When we announced the deal, the Los Angeles Times reported, “As he has
  785. so many times before, Trump has spotted a trend to tap.” True, but mostly
  786. I was following my instincts and my interests.
  787. ◄ 52 ►
  788. ▼How to Get Rich
  789. Building golf courses is not a big business for me and it’s unlikely that
  790. I will ever do another one. I want only the best.
  791. Sometimes I will sell memberships while I am hitting balls on the
  792. practice range. People approach me and hand me checks. One recent day
  793. at my Florida course, a group of four wealthy friends came to me with
  794. checks of $300,000 each. I said to myself: Not bad; I’m playing a game I love
  795. and going home with $1,200,000 in my pocket.
  796. I realize that some of you don’t care much about golf. Golf is one of
  797. those things that has aficionados, just as opera has diehard fans who will
  798. fly around the world to catch a certain performance. To people who don’t
  799. know or like opera, that seems absurd.
  800. I can’t make you love golf, but, believe me, once you’ve had the
  801. opportunity to play on a beautiful course, it could turn you into an
  802. enormous fan, or even a passionate player, no matter how poorly you hit
  803. the ball.
  804. If anyone had told me twenty years ago that I’d become a dedicated
  805. golf course developer, I would have sent them out of the room for being
  806. ridiculous. But golf has a transforming power. It’s a brain game. Yes, there
  807. is skill and technique involved, but, just as important, it requires
  808. concentration and assessment.
  809. It’s a great way to improve your business skills, to learn how to
  810. maneuver. It can even be equated with learning how to negotiate, which is
  811. an art in itself.
  812. Golf is also, in essence, a solitary game. Being an entrepreneur, even
  813. within a large company, is a solitary game.
  814. Ultimately, the rule here is not just to visit one of my golf courses
  815. (though you would be wise to do so) but to turn your passion into profit.
  816. The results of that passion will reward you in more ways than you ever
  817. could have expected.
  818. ◄ 53 ►
  819. ▼How to Get Rich
  820. Passion is enthusiasm on a big scale. It is all-encompassing and
  821. consuming. People with passion never give up because they’ll never have
  822. a reason to give up, no matter what their circumstances may be. It’s an
  823. intangible momentum that can make you indomitable.
  824. Take out the passion and you will have a fizzle or, perhaps, an okay
  825. product at best. Add the passion and you will be in a rarefied realm that
  826. every other “passionista” will recognize—and one that every person
  827. would like to enter.
  828. A friend of mine is a member of what I call “the lucky sperm club”—
  829. born into a wealthy family. He followed his father to Wall Street, but he
  830. was a total failure. He didn’t like it, and he couldn’t do it. Meanwhile, he
  831. became increasingly involved in his Connecticut country club. He was
  832. named the head of the greens committee and took on the lead role in
  833. rebuilding the golf course. He loved it and was great at it. The club held a
  834. dinner for him out of gratitude for his volunteer work. I asked him, “Why
  835. don’t you do this for a living? You’re not for Wall Street. You’re getting
  836. eaten alive there.” He told me his family wouldn’t understand if he quit a
  837. serious job to work on golf courses.
  838. Well, two years later he took my advice, quit the Wall Street job, and is
  839. now working full-time at renovating golf courses. He says he loves getting
  840. up in the morning, and he is doing better than ever.
  841. Of course, you don’t have to learn how to play golf to have a satisfying
  842. career. But no matter what you do, you must be passionate about it.
  843. ◄ 54 ►
  844. ▼How to Get Rich
  845. There’s no place like home.
  846. ◄ 55 ►
  847. ▼How to Get Rich
  848. Brand Yourself and Toot Your Horn
  849. I was originally going to call Trump Tower by another name—Tiffany
  850. Tower, for the famous jewelry store next door. I asked a friend, “Do you
  851. think it should be Trump Tower or Tiffany Tower?” He said, “When you
  852. change your name to Tiffany, call it Tiffany Tower.”
  853. We’ve all seen the power of a brand name, especially quality brand
  854. names. Coco Chanel became world-famous eighty years ago by naming
  855. her first perfume Chanel No. 5, and it’s still going strong in a fiercely
  856. competitive market. Her fragrance, as well as her name, has become
  857. timeless. She proved that the right ingredients can create a legend.
  858. Trump has become a great brand name, due to my rigorous standards
  859. of design and quality. We all admire Rolls-Royce cars, and I see every one
  860. of my ventures as being just that elite. Being a stickler has paid off,
  861. because my buildings are considered to be the finest in the world. That
  862. may sound like bragging, but it’s also a fact. I’ve never been one to
  863. confuse facts with fiction. In 2003, Chicago Tribune real estate columnist
  864. Mary Umberger attributed the sales for Trump International Hotel and
  865. Tower in Chicago to “The Trump Factor.” Umberger reported: “The sales
  866. velocity surprises even experienced real-estate players, who told me at the
  867. sales inaugural that they doubted Trump would gain enough momentum
  868. because Chicago’s luxury market was—and is—in a lull.”
  869. Some people have written that I’m boastful, but they’re missing the
  870. point. I believe in what I say, and I deliver the goods. If you’re devoting
  871. ◄ 56 ►
  872. ▼How to Get Rich
  873. your life to creating a body of work, and you believe in what you do, and
  874. what you do is excellent, you’d better damn well tell people you think so.
  875. Subtlety and modesty are appropriate for nuns and therapists, but if
  876. you’re in business, you’d better learn to speak up and announce your
  877. significant accomplishments to the world—nobody else will.
  878. When I’m setting the price for a luxury apartment, I consider a lot of
  879. factors—the market, the location, and the competition. Then I set my own
  880. standards. Once, when some top-of-the-line apartments weren’t selling, I
  881. upped the prices, way over the competition. They started selling
  882. immediately.
  883. I view my work as an art form and approach it with the same intensity
  884. and ego as any ambitious artist would. I never planned on becoming a
  885. brand name, but the fit of my aesthetic nature with each product I became
  886. involved with has resulted in an expanding network of interests. The
  887. success of the Trump name worldwide has been a surprise.
  888. It’s been a good surprise. For example, using my name on a building
  889. carries with it a promise of the highest quality available and at least a $5-
  890. million price tag. That’s just for the name, because it will be worth it to the
  891. developers, and they know it. That building will be up to my standards.
  892. When I remember the line from Shakespeare’s Romeo and Juliet—“What’s
  893. in a name?”—I have to laugh. What’s in a name can be far more than
  894. either the Bard or I ever could have imagined.
  895. We’ve all noticed the ascendancy of brand names and the power they
  896. have, from Levi’s to Louis Vuitton. Some people are against this
  897. widespread branding, seeing it as another form of labeling. I see it as a
  898. viable outlet for creativity.
  899. If you’re on the brink of success in your career, some snob might ask
  900. you dismissively, “You don’t want to become a brand name, do you?”
  901. Anyone who asks you that does not have the big picture in focus—and
  902. they are usually just envious.
  903. ◄ 57 ►
  904. ▼How to Get Rich
  905. I can get a project off the ground in no time now, whereas an
  906. unknown developer would require many months, if not years, to get
  907. something going. The number of people I employ to get a project finished
  908. reaches into the thousands, and those people would not have a building to
  909. work on without a developer to give them a job. Commerce and art cannot
  910. function independently—they must work together. That is the beauty of a
  911. successful brand name.
  912. If there is a downside to being a well-known name, it is that you
  913. become an easy target. The media needs to tear down what it builds up;
  914. that’s just part of journalism—stories are about heroes and villains, or
  915. success and failure. If you’re a brand name, they’re going to take a shot at
  916. you. It comes with the territory, and I’ve learned to live with it. As we say
  917. on The Apprentice: It’s not personal. It’s business.
  918. Fortunately, if you have the critics who matter on your side, reading
  919. the newspaper can be a lot of fun. Herbert Muschamp, the architecture
  920. critic for The New York Times, is a scholar and an authority when it comes
  921. to buildings. To receive a compliment from him has an intrinsic value that
  922. will never diminish. When he wrote an article on Trump World Tower
  923. and described it as “a handsome hunk of a glass tower,” I was very
  924. honored. Here’s more of what he wrote:
  925. Although Donald Trump prefers to publicize the aggressive side of
  926. his nature—it’s the manly thing to do—he is also the only beauty
  927. freak at large in New York City real estate development… It’s not
  928. surprising that unofficial approval of Trump’s building should
  929. come by way of the Museum of Modern Art. The tower embodies
  930. the Miesian aesthetic through which the Modern’s design
  931. department’s taste was initially formulated—I hope Trump sticks
  932. with this material. Trump does better when he ignores his critics
  933. than when he pays attention to them.
  934. ◄ 58 ►
  935. ▼How to Get Rich
  936. So don’t be afraid to toot your own horn when you’ve done something
  937. worth tooting about.
  938. And don’t believe the critics unless they love your work.
  939. ◄ 59 ►
  940. ▼How to Get Rich
  941. Go with Your Gut
  942. Being an entrepreneur is not a group effort. You have to trust yourself.
  943. You may have superb academic credentials, but without instincts you’ll
  944. have a hard time getting to—and staying at—the top.
  945. This is one of those gray areas that remain an enigma even to those
  946. who have finely honed business instincts. There are inexplicable signs that
  947. can guide you to or away from certain deals and certain people.
  948. For example, within a few seconds of meeting Mark Burnett, the
  949. creator of The Apprentice, I knew he was one hundred percent solid, both
  950. as a person and as a professional, which is a remarkable accomplishment
  951. in the entertainment industry.
  952. On the other hand, I’ve met people that I have an aversion to for no
  953. particular reason, and while I try not to be judgmental, I have reason by
  954. now to trust my gut. Carl Jung said our conscious minds use only five
  955. percent of our brain power for daily functioning. If we can learn to tap
  956. into that unconscious, subconscious, and dormant ninety-five percent, the
  957. results can be amazing.
  958. ◄ 60 ►
  959. ▼How to Get Rich
  960. Be Optimistic, but Always Be Prepared
  961. for the Worst
  962. There are a lot of ups and downs, but you can ride them out if you’re
  963. prepared for them.
  964. Learning to expect problems saved me from a lot of wasted energy,
  965. and it will save you from unexpected surprises. It’s like Wall Street; it’s
  966. like life. The ups and downs are inevitable, so simply try to be prepared
  967. for them.
  968. Sometimes I’ll ask myself why I want to take on some new, big
  969. challenge. A substantial loss is always a possibility. Can I handle it if it
  970. doesn’t go well? Will I be asking myself later, Why did I ever do that? What
  971. was I thinking? I’m actually a very cautious person, which is different from
  972. being a pessimistic person. Call it positive thinking with a lot of reality
  973. checks.
  974. ◄ 61 ►
  975. ▼How to Get Rich
  976. Look Closely Before Changing Careers
  977. In 2000, I thought about running for president of the United States as a
  978. third-party candidate. I proposed some sensible ideas: tax cuts for the
  979. middle class, tougher trade deals, a ban on unregulated soft money in
  980. campaigns, comprehensive health care reform. I formed an exploratory
  981. committee and met with Reform Party leaders, but in the end I realized I
  982. was enjoying my business too much to run for office.
  983. Remember the rule I mentioned earlier about how you shouldn’t
  984. equivocate? That may work for business, but in politics, you usually have
  985. to watch your words. I’m too blunt to be a politician. Then, there’s my
  986. long-held aversion to shaking hands. (More on this in a moment.) Had I
  987. entered the race, I wouldn’t have been very popular. Even during the few
  988. months I was considering candidacy, I noticed that people began to treat
  989. me differently—in a more reserved, less friendly way. Before, I had been
  990. The Donald, someone they would wave and smile at. Suddenly, it was a
  991. different ball game, and it didn’t seem like much fun to me. One guy I had
  992. been friendly with for years saw me at Le Cirque and for the first time in
  993. my life called me “Mr. Trump.” He had always called me “Donald.” That
  994. was a real heads-up.
  995. A lot of successful businesspeople think they can apply their
  996. management skills to politics, but I’ve noticed that only a select few, like
  997. Michael Bloomberg and Jon Corzine, succeed. Most others lack the
  998. temperament for it.
  999. ◄ 62 ►
  1000. ▼How to Get Rich
  1001. There’s a larger point here, beyond the obvious ones about not
  1002. confusing your talent for office politics with a gift for electoral politics.
  1003. Anyone with more than a little curiosity and ambition will at some point
  1004. be tempted to try a different challenge on new terrain. Take the risk, but
  1005. before you do, do everything you can to learn what you’re getting yourself
  1006. into, and be as sure as you can that you’ve got the right mind-set for the
  1007. job.
  1008. ◄ 63 ►
  1009. ▼How to Get Rich
  1010. Avoid the Handshake Whenever Possible
  1011. Some business executives believe in a firm handshake. I believe in no
  1012. handshake. It is a terrible practice. So often, I see someone who is
  1013. obviously sick, with a bad cold or the flu, who approaches me and says,
  1014. “Mr. Trump, I would like to shake your hand.” It’s a medical fact that this
  1015. is how germs are spread. I wish we could follow the Japanese custom of
  1016. bowing instead.
  1017. The worst is having to shake hands during a meal. On one occasion, a
  1018. man walked out of the restaurant’s bathroom, jiggling his hands as though
  1019. they were still wet and he hadn’t used a towel. He spotted me, walked
  1020. over to my table, and said, “Mr. Trump, you’re the greatest. Would you
  1021. please shake my hand?”
  1022. I knew that if I didn’t shake his hand, he’d be saying terrible things
  1023. about me for thirty years. I also knew that if I agreed, my own hands
  1024. would be loaded with germs or whatever the hell he’d carried out of the
  1025. bathroom. I had a choice.
  1026. In this case, I decided to shake hands, because I was a little overweight
  1027. at the time and knew that if I shook his hand I wouldn’t eat my meal—and
  1028. that would be a good thing.
  1029. ◄ 64 ►
  1030. ▼How to Get Rich
  1031. Pay Attention to the Details
  1032. If you don’t know every aspect of what you’re doing, down to the paper
  1033. clips, you’re setting yourself up for some unwelcome surprises.
  1034. I once read about an esteemed brain surgeon in San Francisco who
  1035. was known for being fanatical about detail and organization. He would go
  1036. over the components of an upcoming surgery in his head as he jogged
  1037. every morning. He’d visualize every detail, as if to remind himself of
  1038. everything he’d learned, every difficulty and complication he might
  1039. encounter.
  1040. He wasn’t known for his bedside manner, but he was the best. If I had
  1041. to have brain surgery, he’s the kind of surgeon I’d choose. But you don’t
  1042. have to be a brain surgeon to pay attention to the details.
  1043. ◄ 65 ►
  1044. ▼How to Get Rich
  1045. Connect with Your Audience (The Art of
  1046. Public Speaking, Part I)
  1047. One of the problems with my schedule lately is that I am unable to
  1048. accommodate most of the requests I receive for public speaking. I happen
  1049. to enjoy giving speeches. I know some people dread the thought of having
  1050. to give a presentation in a boardroom, let alone appearing before
  1051. thousands of people. Not me. I get so much energy from my audiences
  1052. that it is always fun.
  1053. I’ll bet a lot of you are wondering whether I’m making that up to
  1054. sound like I’m not afraid of anything. It’s possible I’m forgetting a few
  1055. stressful moments. Years ago I was probably nervous about facing an
  1056. audience, but I got over it. Being afraid of speaking in public is something
  1057. you can conquer. The following pointers can be applied by people who
  1058. find presentations, whatever the size of the audience, to be a roadblock on
  1059. their highway to success.
  1060. It helps if you are a naturally gregarious person. My driver, Tony,
  1061. recalls a time when I was going to deliver a speech. When we were about
  1062. five minutes away, I asked Tony what I was supposed to be talking about
  1063. that night. Tony couldn’t hide his shock. He said, “Boss, don’t you know?
  1064. There are twenty thousand people waiting for you.”
  1065. I said, “Yeah, but I’ve been busy. I’m sure it will be okay.” I was trying
  1066. to reassure him.
  1067. ◄ 66 ►
  1068. ▼How to Get Rich
  1069. No go. He said, “Where are your notes? Didn’t you make any notes?”
  1070. I said, “I’m making some now.”
  1071. Tony was looking at me through the rearview mirror with an
  1072. expression of astonishment. I think he was checking to see whether I was
  1073. kidding. I wasn’t.
  1074. I’d been asked to give the speech by Anthony Robbins, the bestselling
  1075. author and self-help guru. I had been paid a great deal of money for the
  1076. speech, but I’d never asked how many people I would be speaking in front
  1077. of. As I was leaving the office to go to Philadelphia, my secretary told me I
  1078. would be speaking at a basketball arena, the Wachovia Center, and that
  1079. there would be approximately twenty thousand people there. I said,
  1080. “You’ve got to be kidding. I’ve never spoken before twenty thousand
  1081. people before!”
  1082. ◄ 67 ►
  1083. ▼How to Get Rich
  1084. Telling it like it is.
  1085. That situation could cause panic in some people. Instead, I thought
  1086. about my audience not as a massive group of people just waiting to judge
  1087. me, but as individuals who might be there because they’re interested in
  1088. something. Then I started thinking about what people are interested in
  1089. and the kinds of questions people like to ask me.
  1090. I was ready. I suddenly had a gut feeling that we were all in for a great
  1091. time.
  1092. ◄ 68 ►
  1093. ▼How to Get Rich
  1094. Leaving an ashen-faced Tony in the car, I hopped out, ready to
  1095. embrace the experience. Somehow the audience picked up on my energy
  1096. and got much more than a speech. They got give-and-take that no one
  1097. who was there will soon forget. We had a hilarious time, and we walked
  1098. away having learned a few things as well.
  1099. Tony Robbins turned out to be a terrific guy. Until I met him, I didn’t
  1100. believe in him or trust him, but that was only because I was getting my
  1101. information secondhand. Having gotten to know him and his wife, I now
  1102. wholeheartedly endorse him—he is out to do good and help people. His
  1103. seminars are absolutely a happening, and after our successful experience
  1104. in Philadelphia, I agreed to make ten more appearances.
  1105. All in all, it was a valuable lesson in public speaking: Think about your
  1106. audience first. The rest will fall into place.
  1107. Granted, having useful information to convey will help, too. But
  1108. tuning in to people is the first step. I’m good at that, and I don’t have to try
  1109. too hard. Even in my office, with a few people around, the conversation
  1110. will never be one-sided. I like to involve everyone and hear what they
  1111. have to say.
  1112. So: Involve your audience. They will appreciate being included.
  1113. ◄ 69 ►
  1114. ▼How to Get Rich
  1115. Cover These Eleven Bases (The Art of
  1116. Public Speaking, Part II)
  1117. When you’re speaking, it helps to be prepared. That may sound funny
  1118. after what I’ve just told you, but if you read every day, you will already be
  1119. prepared—maybe not for the fine points you are specifically speaking
  1120. about, but usually we are asked to speak about something we are experts
  1121. at or at least familiar with. Cover your bases mentally. Imagine yourself
  1122. being in the audience. What are you looking for? Being able to trade places
  1123. with the audience can open you up to a lot of ideas. Have examples and
  1124. references in mind to back up your statements, and make them as vivid as
  1125. possible for your listeners.
  1126. Notes can sometimes function as a useful reference point, especially if
  1127. you’re speaking to a large audience. If you’re prepared, no one can tell
  1128. that you’re using them. Ideally, you don’t want to read a speech. For some
  1129. reason, no matter how good your delivery is when you read a speech, it’s
  1130. usually boring. Everyone sees that you’re reading it and it’s never quite
  1131. the same as delivering it off the cuff. Notes offer the best of both worlds:
  1132. They keep you focused and moving in the right direction without turning
  1133. you into a stiff.
  1134. Be a good storyteller. People like stories, and they’ll remember them. A
  1135. speech shouldn’t become a lecture. Humor goes a long way, and it will
  1136. ◄ 70 ►
  1137. ▼How to Get Rich
  1138. remind you and everyone else that we’ve all got a lot of things in common.
  1139. Storytelling is a skill, so work on it. It’s helpful to listen to comedians. The
  1140. good ones can teach you the art of great timing.
  1141. Think about the common denominator. How can all of us relate to one
  1142. another? How can you enable your audience to relate to you and to what
  1143. you’re saying? People see me as a rich and powerful person, but like most
  1144. people, I also have a daily routine and a family. I get stuck in traffic jams,
  1145. too. I’ve known some real gems and some real wackos. I have cranky
  1146. moments and bad days like everyone else. A lot of your experiences can be
  1147. understood and appreciated by your audience because they’ve had them,
  1148. too. Look for what you have in common and lead with it. You will create
  1149. an immediate bond, because they will realize they can relate to you.
  1150. When you are on the podium, you are the entertainer. People are there to
  1151. learn something, but also to be entertained. One reason Elvis Presley was
  1152. such a great entertainer is that he made every effort to tune in to his
  1153. audience—it was give-and-take all the way. Wayne Newton does that, too.
  1154. Even people who thought they wouldn’t like Liberace became big fans
  1155. after experiencing his live shows. And nobody did it better than Sinatra.
  1156. Some people call it charisma. I call it tuning in and delivering.
  1157. Study Regis Philbin. He is relaxed and funny, and he always relates to his
  1158. audiences. They love him. He’s a perfect example of the give-and-take
  1159. that’s necessary for successful public speaking. Regis doesn’t just speak—
  1160. he shares. He’s as magnanimous a performer as he is a person. Watch him,
  1161. pay attention, and you’ll learn a lot.
  1162. Be able to poke fun at yourself. This will make you accessible to people
  1163. even if you are up on the stage and in the spotlight. We’ve all had
  1164. disasters in our lives, major and minor. To be able to laugh at them in
  1165. ◄ 71 ►
  1166. ▼How to Get Rich
  1167. retrospect is healthy and helpful. Use the blips that we all encounter in our
  1168. lives to your advantage. I remember a particular question-and-answer
  1169. period that followed one of my speeches, during the time when Ivana and
  1170. I were going through our divorce and the tabloids were having a field day.
  1171. The first question was from a guy who asked, “You don’t mind if I call
  1172. you The Donald, do you?”
  1173. So I responded, “Not if you don’t mind if I call you Ivana.”
  1174. We all had a good laugh and then proceeded to his real question.
  1175. Learn to think on your feet. Memorable public speaking involves a good
  1176. deal of spontaneity. It’s a lot like negotiating—you have to focus on your
  1177. goals but remain flexible. A lot of people are terrific writers but not so
  1178. great at getting their ideas across orally. Writing is a form of thinking, and
  1179. so is speaking. The difference is that you don’t have time to go back and
  1180. correct yourself when you’re on stage. It’s not a first draft and it’s not a
  1181. rehearsal. Be prepared for the performance, because that’s what’s expected
  1182. of you.
  1183. Listen in your daily life. Every day can be a preparation for a speech or a
  1184. presentation. Have you ever said to yourself, “I’ll have to remember that
  1185. one” after hearing someone say something particularly clever or unusual?
  1186. Even offhand comments that you overhear can be useful. Remember them.
  1187. Make notes if you must. Everything and everyone can become material. I
  1188. was in the back of an elevator once, behind a group of guys. Their
  1189. conversation was so vivid, so real, that I tuned in and tried to figure out
  1190. why they’d captured my attention. Aside from the fact that they had a
  1191. captive audience for a short amount of time, I realized that their speaking
  1192. rhythm was syncopated, quick, and to the point. What they were saying
  1193. wasn’t all that fascinating, but their delivery was. They made a normally
  1194. ◄ 72 ►
  1195. ▼How to Get Rich
  1196. mundane subject—what they were getting for lunch and how they were
  1197. getting it—seem interesting.
  1198. Have a good time. It’s contagious. If your audience believes you are
  1199. enjoying what you are doing, they’ll enjoy being in your company. If it’s
  1200. an obvious chore to you, forget it and find someone else to speak for you.
  1201. If you’re a busy executive, there’s probably someone within your
  1202. organization who can speak effectively in your place. Sometimes when I’m
  1203. asked to speak and my schedule won’t allow it, I will ask someone who
  1204. works for me if they’d be interested in filling in. Charlie Reiss, executive
  1205. VP of development in my organization, was a professor at Columbia
  1206. University before he came to work for me. He’s a dynamic speaker, but I
  1207. wouldn’t have known this if I hadn’t asked him to help out when I was in
  1208. a bind. He has a gift for public speaking because he enjoys teaching and is
  1209. enthusiastic about what he does. At first I worried he might turn out to be
  1210. a bit pedantic, considering his background, but he wasn’t. Everyone had a
  1211. good time.
  1212. Another important aspect of having a good time: Before you speak,
  1213. remind yourself that it doesn’t matter all that much. Don’t feel that the
  1214. weight of the world is on you. Most of the people in the room don’t care
  1215. how well or poorly you do. It’s just not that important. It’s merely a
  1216. speech—not an earthquake or a war. You’ll have a better time and be a
  1217. better speaker if you keep it all in perspective.
  1218. That said, public speaking and presentations may be a necessary step
  1219. on your ladder to success. For quick reference, here’s my procedure for
  1220. discovering a talent you thought you didn’t have:
  1221. 1. Think about your audience first.
  1222. 2. Get your audience involved.?
  1223. ◄ 73 ►
  1224. ▼How to Get Rich
  1225. 3. Be prepared.
  1226. 4. Be a good storyteller.
  1227. 5. Be aware of the common denominator.
  1228. 6. Be an entertainer.
  1229. 7. Be able to laugh at yourself.
  1230. 8. Think on your feet.
  1231. 9. Listen
  1232. 10. Have a good time.
  1233. And, of course …
  1234. 11. Study Regis Philbin.
  1235. ◄ 74 ►
  1236. ▼How to Get Rich
  1237. Change Your Altitude
  1238. When I say altitude, I’m not referring to my jet. It’s my own interpretation
  1239. of the word attitude. I like flying because it gets me where I’m going, fast.
  1240. Likewise, if you have the right attitude, you can get where you’re going,
  1241. fast.
  1242. What’s the altitude of your attitude? Is it high frequency or low
  1243. frequency? Having a high frequency will attune you to a wavelength that
  1244. exudes confidence and clear-sighted enthusiasm. I’m a firm believer that
  1245. this is half the battle of any enterprise.
  1246. I’m a tough-minded optimist. I learned a long time ago that my
  1247. productivity was increased by a large percentage simply by learning to let
  1248. go of negativity in all forms as quickly as I could. My commitment to
  1249. excellence is thorough—so thorough that it negates the wavelength of
  1250. negativity immediately. I used to have to zap negativity mentally. By now,
  1251. it just bounces off me within a moment of getting near me. As you may
  1252. have heard, I don’t like germs. I’m still waging a personal crusade to
  1253. replace the mandatory and unsanitary handshake with the Japanese
  1254. custom of bowing. To me, germs are just another kind of negativity.
  1255. Negativity is also a form of fear, and fear can be paralyzing. On the
  1256. golf course, I’ve heard great athletes tell me that they can’t putt. They can
  1257. hit a ball three hundred yards right down the middle of the fairway, but
  1258. they can’t finish the hole by putting the ball three feet into the cup.
  1259. ◄ 75 ►
  1260. ▼How to Get Rich
  1261. Recently, I played with a man who is terrified of putting. He hit a
  1262. magnificent 235-yard shot and was seven feet from the cup. Then he
  1263. looked over at me and said, “Now the hard part begins.”
  1264. Another friend, also a great golfer, is paralyzed by his fear of losing his
  1265. ball. Each time we played a hole near a lake, he would look down and say
  1266. to his ball, “I have a feeling I’ll never see you again.”
  1267. I have told these two guys that they must start thinking positively or
  1268. they will sabotage themselves.
  1269. Very often, negative thinking stems from low self-esteem. You have to
  1270. work on this yourself. Maybe you’ve received a lot of hard knocks. I’ve
  1271. learned to deal with them because I get knocked a lot. Quickly see them
  1272. for what they are—knocks. But you don’t have to open the door unless
  1273. you choose to. I’ve gotten to the point where I see knocks as opportunities
  1274. and as an insight into whoever is doing the knocking.
  1275. One way to chase low altitude away is to think about how fortunate
  1276. you already are and how much you still have to look forward to. You can
  1277. better your best day at any time. Very surprising things can happen, but
  1278. you must—and I repeat must—be open to them. How can you fly if you’ve
  1279. already clipped your own wings?
  1280. I don’t have time to encourage as many people as I would like to, but
  1281. whenever it seems appropriate, I recommend The Power of Positive Thinking
  1282. by Norman Vincent Peale, one of my father’s favorite books, and mine,
  1283. too. Some people may think it’s old-fashioned, but what Peale has written
  1284. will always be true. He advocates faith over fear. Faith can overcome the
  1285. paralysis that fear brings with it.
  1286. I can remember a time when I had a choice to make, when I was
  1287. billions of dollars in debt. I had to take one of two courses of action: a
  1288. fearful, defensive one or a faithful, riskier one. I carefully analyzed the
  1289. situation, realized what was causing the uneasy feeling of fear, and
  1290. immediately replaced it with blind faith, simply because I had nothing
  1291. ◄ 76 ►
  1292. ▼How to Get Rich
  1293. else to go on at the time. Then I resolved that as long as I remained
  1294. positive and disciplined, things would work out.
  1295. There was not much more I could do. I didn’t know how it was going
  1296. to go, but I was determined to move forward, even though it wasn’t easy.
  1297. Within a relatively short amount of time, the situation was settled
  1298. positively. I learned a lot from that and have since had a better
  1299. understanding of what courage really is. Without facing my own fear, I
  1300. would not have known.
  1301. When I think of someone who is tough, I also think of someone who
  1302. has courage. People who persist have courage, because often it’s a lot
  1303. easier to give up. Some of the bravest people I’ve met are children with
  1304. handicaps. I’m active with United Cerebral Palsy. What those kids deal
  1305. with is humbling, but they are enthusiastic and thrilled with every day
  1306. they’ve been given.
  1307. You’ve been given a day, too. When you’re down, look at it that way.
  1308. Another day can equal another chance. Sometimes, as obvious as it
  1309. sounds, we really do have to take things one day at a time. Immediately
  1310. after the events of September 11, we didn’t know what was going to
  1311. happen, but we all kept going, one day at a time, and we’re still moving
  1312. forward.
  1313. Maybe you’ve gotten to the point where you think you can’t get
  1314. through another day. That’s shortsighted of you. You’re missing the big
  1315. picture. You’re on the runway, but your fuel supply is the problem. You
  1316. won’t get off the ground without it. Feed yourself some positive thoughts
  1317. and you can take off at any time.
  1318. Ever wonder what makes certain people keep going? I do. Abraham
  1319. Lincoln encountered a steady procession of setbacks, but he just kept at it.
  1320. Nothing deterred him. He must have had a lot of faith, because he didn’t
  1321. receive much encouragement along the way. He’s an excellent example of
  1322. someone who never gave up.
  1323. ◄ 77 ►
  1324. ▼How to Get Rich
  1325. The other extreme is the person who seems to run into obstacles with
  1326. the unerring aim of a marksman. I knew a guy who was remarkably
  1327. accident-prone. If there was something to run into, he’d find it. If there
  1328. was a hole in the ground, he’d break his foot by stumbling into it.
  1329. Once, he was in such a slam-bang accident that he was hospitalized for
  1330. six months before being completely patched up. Finally, the day of his
  1331. release from the hospital arrived and it was decided that he should get an
  1332. ambulance ride home, just to be on the safe side. As the ambulance was
  1333. taking him home, it crashed into a car—another spectacular slam-bang
  1334. accident. My friend was immediately brought back to the hospital, in a
  1335. new ambulance dispatched to the scene of the disaster. What can I say?
  1336. Maybe he’s just a really unlucky guy. Or maybe he’s a loser. I know that
  1337. sounds harsh, but let’s face it—some people are losers.
  1338. The altitude level of losers is so low that they should walk around in
  1339. scuba gear all day. They are below sea level on the altitude map. We all
  1340. know people like that, and they might make great comedians because they
  1341. have so much material—but first they’d have to learn to be funny.
  1342. Honestly, I’ve known people who are such accomplished losers that I
  1343. think that’s what they devote their time to:
  1344. How can I be the biggest screwup possible?
  1345. How can I prove the born loser theory to be correct?
  1346. How can I defy the law of probability to make it an absolute disaster every
  1347. time?
  1348. How can I achieve a perfect record of total wipeouts?
  1349. How far can I get at zero miles per hour?
  1350. How can I reach the lowest frequency possible?
  1351. How can I operate so that radar could never possibly find me even if I get lost,
  1352. which I probably will?
  1353. ◄ 78 ►
  1354. ▼How to Get Rich
  1355. These people need a new speedometer.
  1356. Get going. Move forward. Aim high. Plan for a takeoff. Don’t just sit
  1357. on the runway and hope someone will come along and push the airplane.
  1358. It simply won’t happen.
  1359. Change your attitude and gain some altitude. Believe me, you’ll love it
  1360. up here.
  1361. ◄ 79 ►
  1362. ▼How to Get Rich
  1363. Start Visualizing Positively
  1364. Positive thoughts will create positive visuals. Have you ever heard
  1365. someone say “I can just see it!” when they are enthusiastic about
  1366. something? I know from experience that if I can see something as a
  1367. possibility, it has a much better chance of happening than if I can’t see it
  1368. happening.
  1369. Give your higher self a chance once in a while by giving your
  1370. possibility quota a boost.
  1371. Keep a book of inspiring quotes nearby, so you can change a negative
  1372. wavelength the moment it descends on you. Here are some of my personal
  1373. favorites:
  1374. Know everything you can about what you’re doing.
  1376. I know the price of success: dedication, hard work, and an
  1377. unremitting devotion to the things you want to see happen.
  1379. A leader has the right to be beaten, but never the right to be
  1380. surprised.
  1381. —NAPOLEON
  1382. ◄ 80 ►
  1383. ▼How to Get Rich
  1384. Let’s avoid subtlety on this one.
  1385. —CHARLIE REISS, Executive Vice President of Development, The
  1386. Trump Organization
  1387. He who looks outside his own heart dreams, he who looks inside
  1388. his own heart awakens.
  1389. —CARL JUNG
  1390. Exciting is a dull word for the business we’re in.
  1391. —FRED TRUMP
  1392. You’re the only guy who can wear a cashmere overcoat to a
  1393. baseball game and get away with it.
  1395. Imagination is more important than knowledge.
  1397. Continuous effort—not strength or intelligence—is the key to
  1398. unlocking our potential.
  1400. I remember when I was the Donald.
  1401. —DONALD DUCK
  1402. ◄ 81 ►
  1403. ▼How to Get Rich
  1404. Cartoon in The New Yorker
  1405. (© The New Yorker Collection 1993, Lee Lorenz from All Rights
  1406. Reserved.)
  1407. ◄ 82 ►
  1408. ▼How to Get Rich
  1409. Read Carl Jung
  1410. I find reading psychology and self-help books useful. Carl Jung’s theories
  1411. fascinate me and keep my mind open to my own—and the collective—
  1412. unconscious.
  1413. Reading his books can also be a good form of self-defense.
  1414. There’s a lot we don’t know about ourselves. Likewise, there’s a lot we
  1415. may not know about everyone else. Jung used the word psyche to refer to
  1416. both the conscious and the unconscious processes. (That’s where the word
  1417. psycho comes from, by the way.) I first became aware of Jung through an
  1418. acquaintance who had endured some extreme ordeals, yet he remained
  1419. calm. I couldn’t fathom where he got this sort of “grace under fire”
  1420. demeanor, so I asked him, and he told me that Jung’s ideas kept him
  1421. centered.
  1422. My friend put it like this: “Donald, I’ve learned from my experiences.
  1423. As a safety factor, I very often see other people as a revolver that could be
  1424. pointed at me. They are the gun. I, however, am the trigger. So I speak and
  1425. tread carefully. It’s an effective visual aid to avoid conflicts, as I was
  1426. unwittingly among people who were actually psychos underneath their
  1427. dignified personas. We never know what will trigger another person’s
  1428. killer instinct. It can be something that happened when they were five
  1429. years old. So avoid being the trigger, and the revolver will not be a threat.”
  1430. This synopsis of his philosophy made such an impact on me that I
  1431. immediately started reading about Carl Jung. I’m glad I did, because it
  1432. ◄ 83 ►
  1433. ▼How to Get Rich
  1434. helped me in my business as well as in my personal life. We are all
  1435. evolving human beings, and being aware of this gave me a big boost
  1436. toward maturity. It also made me less inclined to be surprised by so-called
  1437. aberrant behavior. I have to stress that I am not cynical, but I am aware. I
  1438. hate being in situations where I’m asking myself, How could this have
  1439. happened? This reminds me of my favorite quote from Napoleon about
  1440. being surprised: A good leader shouldn’t be.
  1441. You have to know yourself as well as know other people to be an
  1442. effective leader. For me, reading the work of Carl Jung was a step in the
  1443. right direction. If someone had told me in business school that studying
  1444. psychology would be important for financial success, I would not have
  1445. believed it. My friend’s story changed that, and I am grateful to him for
  1446. such cogent advice. The relatively small number of hours I’ve spent
  1447. reading Jung have been more than worth it. Start with his autobiography,
  1448. Memories, Dreams, Reflections, and you will be in for a fascinating time
  1449. while simultaneously fine-tuning your intuition and instincts. You will
  1450. also gain a technique for seeing into—versus reading into—the people
  1451. around you. Believe me, this will serve you well on many levels.
  1452. The word persona has an interesting root. It comes from the Latin word
  1453. meaning “mask.” This, however, is not derogatory. It’s necessary. Each of
  1454. us has a persona. We need it for survival. It’s the face we put on for public
  1455. use, and it can be intentional or unconscious. For example, a salesman
  1456. who has lost his entire family in an accident is, naturally, devastated. But
  1457. to work effectively with his customers, he must appear cheerful and
  1458. confident. That’s part of his persona. It’s a survival device.
  1459. The only danger is when people become their personae. That means
  1460. something has been shut off somewhere along the line, and these people
  1461. will end up hiding behind the false personality that works professionally.
  1462. As I am very much in the public eye, this hit home and I gave it
  1463. considerable thought. Fortunately, I am aware of my public side as well as
  1464. ◄ 84 ►
  1465. ▼How to Get Rich
  1466. my private side, and, while I’m not one for hiding much, I know there are
  1467. several dimensions in which I operate. That’s one reason I feel at home at
  1468. The Trump Organization. The people I work with day in and day out
  1469. know I’m not entirely a glam guy. They see how hard I work. One person
  1470. said I am very much like a Mormon, which I took as high praise.
  1471. Anyway, reading Jung will give you insights into yourself and the
  1472. ways in which you and other people operate.
  1473. ◄ 85 ►
  1474. ▼How to Get Rich
  1475. Have an Ego
  1476. As you know, this rule has been easy for me to follow. But hear me out—
  1477. I’ve got a good reason for it.
  1478. Having a well-developed ego, contrary to popular opinion, is a
  1479. positive attribute. It is the center of our consciousness and serves to give
  1480. us a sense of purpose. I remember saying to someone, “Show me someone
  1481. with no ego and I’ll show you a big loser.” I was trying to stir things up
  1482. and provoke a reaction, but I later realized the basic idea is on target.
  1483. The ego works to keep our conscious and unconscious aspects in
  1484. balance. Too much either way can be detrimental. No ego means very little
  1485. life force, and too much means a dictatorial personality. Keep your ego in
  1486. a healthy balance, for your own well-being as well as for those around
  1487. you. Strive for wholeness. It’s an intelligent approach to life and business.
  1488. Understanding how egos work can be a great tool. Did you ever notice
  1489. how you can deflate an opponent by simply saying, “Yeah, whatever you
  1490. say…”? By doing this, you are gently assuming a no-ego position, which
  1491. disarms the other person while at the same time taking the wind out of
  1492. their sails. It gives you the peace of mind necessary to allow you to
  1493. concentrate on something more important than dealing with someone
  1494. who is playing God.
  1495. Sometimes, rather than confronting a tyrant or a psycho directly, it’s
  1496. more effective to keep the knowledge to yourself and proceed accordingly,
  1497. behind the scenes.
  1498. ◄ 86 ►
  1499. ▼How to Get Rich
  1500. We’ve all heard the saying that knowledge is power. The intelligent
  1501. use of that power is crucial in the business world, and it’s just as
  1502. important in your personal life. Your mind can build castles—just make
  1503. sure the foundations are in place first. You, and the people around you,
  1504. will be grateful for that.
  1505. ◄ 87 ►
  1506. ▼How to Get Rich
  1507. Keep Critics in Perspective
  1508. In any job, you will be criticized at some point. Let’s face it: Nobody but a
  1509. total masochist wants to be criticized.
  1510. There is constructive criticism, and then there is destructive criticism.
  1511. Here’s how to assess both types:
  1512. 1. First of all, consider the source. Should this person’s opinion
  1513. even matter to you?
  1514. 2. If it does matter to you, take a few minutes to consider whether
  1515. anything helpful can result from the criticism. Others can often see things
  1516. that we have overlooked. Use their keen eyes to your advantage.
  1517. 3. Critics serve their purpose. Sometimes they serve a larger
  1518. purpose, and sometimes they serve their own purpose. American Idol judge
  1519. Simon Cowell can be critical of the performers on the program, but he’s
  1520. fair and he’s honest, and I don’t think American Idol would work without
  1521. him. Simon was nice enough to compliment The Apprentice in an interview.
  1522. “I think it’s absolutely fantastic,” he told the Daily News. “I think [Trump]
  1523. is superb on the show. He’s not hamming it up. He’s just playing himself
  1524. and that’s very hard to do on television.” As I said, Simon is a fair and
  1525. honest critic, and I am a fan of his.
  1526. 4. Everyone has an opinion. In most cases, it’s not worth the paper
  1527. it’s written on.
  1528. 5. If the opinion is worth the paper it’s written on, and it’s written
  1529. in a paper people are buying and reading, then realize that if people didn’t
  1530. ◄ 88 ►
  1531. ▼How to Get Rich
  1532. find you interesting enough for public consumption, they wouldn’t be
  1533. taking the time to criticize you. Think of their criticism as a compliment,
  1534. proof of your significance.
  1535. ◄ 89 ►
  1536. ▼How to Get Rich
  1537. Homework Is Required and There Will
  1538. Be a Test
  1539. People who think achieving success is a linear A-to-Z process, a straight
  1540. shot to the top, simply aren’t in touch with reality. There are very few
  1541. bona fide overnight success stories. It just doesn’t work that way.
  1542. Success appears to happen overnight because we all see stories in
  1543. newspapers and on TV about previously unknown people who suddenly
  1544. become famous. But consider a sequoia tree that has been growing for
  1545. several hundred years. Just because a television crew one day decides to
  1546. do a story about that tree doesn’t mean it didn’t exist before.
  1547. In 1955, Glenn Gould, the classical pianist from Toronto, rocketed to
  1548. international fame by recording Bach’s Goldberg Variations. He was
  1549. young and unusual, but he had already been practicing the piano for close
  1550. to twenty years. He may have seemed like an overnight sensation to the
  1551. general public, but anyone who’s been working at something for twenty
  1552. years isn’t likely to agree with that assessment.
  1553. I have to admit that my knowledge of classical music is limited, but
  1554. from what little I’ve read on the subject, I know that the process of
  1555. becoming a classical musician is a long and demanding one. The amount
  1556. of practice hours required to master an instrument is astounding, and also
  1557. never ending. How do they do it? I’m not sure, but I would guess that
  1558. passion plays a large part.
  1559. ◄ 90 ►
  1560. ▼How to Get Rich
  1561. Every industry and profession has its bottom line for what is required
  1562. to succeed. If you can’t stand to practice every day, being a musician is out
  1563. of the question. If you hate to exercise, being an athlete is not for you.
  1564. In business—every business—the bottom line is understanding the
  1565. process. If you don’t understand the process, you’ll never reap the
  1566. rewards of the process. You’ll never last long enough to achieve your
  1567. “overnight” success.
  1568. Part of the process is doing your homework. You have to know what
  1569. you’re getting into first. That was one of my father’s strongest beliefs.
  1570. We’ve all heard the phrase “You’re barking up the wrong tree.” It brings
  1571. to mind a funny image, but in reality it can be embarrassing. Not doing
  1572. your homework can result in something analogous, so do a few things
  1573. first to avoid this.
  1574. We can learn from our mistakes, but it’s better to learn from our
  1575. successes. When I hear people say, “Well, it was an interesting experience,”
  1576. I can usually safely assume they are referring to something that didn’t
  1577. work out the way they’d planned. I don’t find my goof-ups to be amusing
  1578. or interesting.
  1579. Can you imagine hearing a surgeon say, “Well, it didn’t go quite right,
  1580. but I sure learned a lot”? I wouldn’t want that guy operating on me. The
  1581. same applies to anyone in business, because if you’re in business, it’s not
  1582. just your money involved, but very often the money and well-being of
  1583. others as well. In my business, I can’t take chances. If something is not
  1584. quite right with the design or construction of a superstructure, a lot of
  1585. people could be injured or killed. I’ve got to know what’s going on. Bottom
  1586. line, it will be my responsibility.
  1587. People see the finished product. Wow, a skyscraper! What goes into it
  1588. is another story. Construction isn’t glamorous. It’s a serious and often
  1589. dangerous endeavor. Fortunately, I understood this from my earliest days
  1590. ◄ 91 ►
  1591. ▼How to Get Rich
  1592. in the business, so there’s a certain gravity in my approach to the
  1593. construction of any building.
  1594. That’s where having learned to do my homework comes in handy. It’s
  1595. a necessary requirement, not an extracurricular course to enhance my
  1596. productivity. Not only do I have to know exactly what I’m doing, but I’ve
  1597. also got to make sure I find contractors who know exactly what they’re
  1598. doing as well. That’s why I’m tough on them, and that’s why I’m equally
  1599. tough on myself. A lot of lives are at stake in our work. We don’t want any
  1600. “interesting” experiences!
  1601. We all know what it’s like to pretend to study. There are some courses
  1602. in school that just don’t hold your attention. If you are choosing a career,
  1603. keep that in mind. What most holds your attention?
  1604. Consider a pyramid. Did you ever notice how large and solid the
  1605. foundation is? Did you notice the carefully graduated levels that
  1606. eventually lead to the pinnacle? Now turn the pyramid upside down.
  1607. That’s a representation of topsy-turvy thinking. You don’t start at the top.
  1608. You start with the foundation—the stronger, the better.
  1609. The world moves along at such a fast clip that we have little patience
  1610. when things are slow, whether it’s the line at a supermarket or Internet
  1611. access. We’ve become intolerant of those things that cannot be accelerated
  1612. or skipped entirely. I can’t speed up the foundation work for a building,
  1613. nor can I expect to play piano like Glenn Gould just because I want to.
  1614. Know the limitations as well as the possibilities of everything you do.
  1615. Find out as much as you can yourself about what you plan to do, and don’t
  1616. expect anyone to act as your favorite grandmother in wanting what’s best
  1617. for you. Most people want what’s best for themselves, not for you. If those
  1618. people have already spent a great deal of effort on their homework, why
  1619. should they share it with you?
  1620. ◄ 92 ►
  1621. ▼How to Get Rich
  1622. Listen to a Ping-Pong Game
  1623. I learned a long time ago to listen, but to listen judiciously. You can learn a
  1624. lot from the people around you—you just have to be discerning about the
  1625. information that comes your way. A lot of the so-called information I
  1626. receive turns out to be someone’s personal opinion. We’re all entitled to
  1627. our two cents’ worth, but sometimes that’s all it amounts to.
  1628. Be aware of the marketplace. Know what’s going on now. That’s one
  1629. reason I devote several hours a day to reading. That’s how long it takes to
  1630. both keep up with current events and learn from the greats in history.
  1631. How can you expect to be successful if your idea of what’s happening in
  1632. the world is vague or nonexistent? That’s like saying, “I know that
  1633. September 11 happened, but I choose not to acknowledge it. It gets in the
  1634. way of my positive outlook on things.” That approach is fine if you’re a
  1635. professional fairy-tale writer.
  1636. There’s another side to everything, so develop your ability to see it—
  1637. or even hear it. I once met a young woman from Hong Kong who worked
  1638. on Wall Street in emerging markets. She had an uncanny ability to predict
  1639. certain events in the marketplace—it seemed almost like a psychic gift to
  1640. me.
  1641. One day, I asked her how she could be so on target in her work and
  1642. she likened knowing and predicting the global markets to listening to a
  1643. Ping-Pong game.
  1644. ◄ 93 ►
  1645. ▼How to Get Rich
  1646. At first, I thought she was joking, or perhaps just being evasive, but
  1647. she went on to explain her theory.
  1648. “I’m not kidding you, Donald. When I was growing up, we had a
  1649. Ping-Pong table in the den, and I could hear the games my brothers would
  1650. play, sometimes for hours, when I was studying in my room. I discovered
  1651. that I could discern the tilt of the paddle, and the outcome of the volley,
  1652. just by the sound of the Ping-Pong ball being hit, and the sound of it
  1653. landing on the other side of the net. I knew the results, the repercussions,
  1654. and the recovery that would be required to successfully handle what had
  1655. been dealt.
  1656. “Later, I applied this to my work in emerging markets and found I
  1657. could often predict what would be happening just by concentrating on
  1658. world events and thinking of the sound of Ping-Pong balls being hit
  1659. around the globe. Ping-Pong is really the reason behind my success.”
  1660. I was astounded. That’s my idea of tuning in.
  1661. I must add that this young woman had all the education in finance
  1662. that her position required. She was a bright student. What set her apart
  1663. from everyone else was the way she applied her knowledge and her keen
  1664. analysis of the game of Ping-Pong to her work. She may even have done
  1665. this on an unconscious level initially, but tapping into this resource gave
  1666. her an uncanny edge. The lesson I learned from her story is never to
  1667. underestimate the power of awareness.
  1668. Find out what other people have done to succeed, and then be
  1669. prepared to do ten times more. There are no guarantees.
  1670. Comparing ourselves to others is a waste of time. I’ve heard people
  1671. say, “Well, Mr. Lucky had a million dollars before he was thirty and I’ve
  1672. worked just as hard as he has.” Well, Mr. Lucky has nothing to do with
  1673. you, your possibilities, your success, or your failure. Don’t let anyone else
  1674. be your yardstick. That’s taking power away from yourself in a big way.
  1675. ◄ 94 ►
  1676. ▼How to Get Rich
  1677. You’ve got your own personal blueprint to attend to. We can’t all be
  1678. Tiger Woods, J. Lo, Bill Gates, or whoever it is you would like to be, and
  1679. sometimes that’s a hard fact to face. You may have already experienced
  1680. defeat. That happens. It happens a lot! But the fact that you have
  1681. aspirations to begin with is putting you on the road to success right now.
  1682. No matter how defeated you may feel, you’ve still got a chance. But it
  1683. won’t happen by itself. Get to work!
  1684. I’ll sum up with two of my favorite quotes:
  1685. There are no short cuts to anywhere worth going.
  1687. The harder I work, the luckier I get.
  1688. —GARY PLAYER
  1689. ◄ 95 ►
  1690. ▼How to Get Rich
  1691. Reflect for Three Hours a Day
  1692. I read an article recently in which European exchange students living in
  1693. the United States all agreed on one aspect of American life: The noise level
  1694. here is very high. We seem to avoid quiet moments. Even lapses in
  1695. conversation are quickly filled with banter or some kind of interference.
  1696. It made me realize how much I need a certain amount of quiet time—
  1697. usually about three hours a day—in order to stay balanced. It’s time I use
  1698. to read and reflect, and I always feel renewed and refreshed by this. It also
  1699. gives me material to feed my extroverted nature.
  1700. For me, the early morning hours are best for this kind of reflection. I’m
  1701. an early riser, usually up by 5A.M., which gives me a few hours to read
  1702. newspapers and magazines of all sorts—local, national, and international.
  1703. In the evening, after a black-tie dinner, I’ll unwind by stopping at my
  1704. local Korean grocery for snacks—potato chips and pretzels. That will be
  1705. my dinner. I rarely get to eat at those black-tie events, and I’d rather have
  1706. the junk food, anyway.
  1707. Once I’m home, I read books—usually biographies. Now and then I
  1708. like to read about philosophers—particularly Socrates, who emphasizes
  1709. that you should follow the convictions of your conscience, which basically
  1710. means thinking for yourself, a philosophy I tend to agree with. It may not
  1711. make you too popular, but it’s essential for lucid thought, and it’s a good
  1712. way to avoid being part of a herd mentality of any sort.
  1713. ◄ 96 ►
  1714. ▼How to Get Rich
  1715. I read as much as I can, but not as much as I’d like, because there are
  1716. so many constraints on my time. I am grateful for the contribution Oprah
  1717. Winfrey has made to our country in regard to reading. In my book The
  1718. America We Deserve, I wrote about the deplorable state of reading in this
  1719. country. Since Oprah decided to do something about it, there has been a
  1720. noticeable upswing in book sales, and writers are once again considered to
  1721. be cool people rather than dinosaurs. I cannot thank Oprah enough for
  1722. what she has done, and I hope every person in this country realizes the
  1723. positive influence she has had. We all owe Oprah a big thank-you, and I’d
  1724. like to lead the crowd in saying so.
  1725. I like movies and television as much as anyone else, but reading is a
  1726. form of replenishment for me. The potato chips and pretzels help, too.
  1727. ◄ 97 ►
  1728. ▼How to Get Rich
  1729. Dress for Your Culture
  1730. I used to pride myself on buying very inexpensive suits and other
  1731. clothing. It just didn’t make sense to pay thousands of dollars for great
  1732. clothes when you could buy something for a hundred dollars. Who would
  1733. know the difference?
  1734. Over the years, I’ve learned that this is wrongheaded. I now buy very
  1735. high-quality shoes, and they seem to last forever, whereas the cheapos
  1736. used to wear out quickly and always looked as cheap as the price I’d paid
  1737. for them. The same is true for suits. These days, I go for Brioni, whose
  1738. service and attention to detail is second to none. They supplied most of the
  1739. clothing for The Apprentice, so I have tremendous loyalty to them (and I
  1740. got a good deal). They also make great overcoats.
  1741. The way we dress says a lot about us before we ever say a word. To
  1742. me, dressing successfully means understanding your environment:
  1743. knowing the culture and making an effort to reflect—and respect—it.
  1744. The “look” in Beverly Hills may be attractive, but that same look may
  1745. be met with scorn on Wall Street. Success is hard enough to achieve
  1746. without showing up on casual Friday in a three-piece suit. Don’t put up
  1747. unnecessary hurdles for yourself.
  1748. Make it easy for people to take you seriously. I would wonder about
  1749. someone who arrived for a meeting or an interview and was dressed
  1750. inappropriately for the culture of that particular workplace—for example,
  1751. a guy showing up at Trump Tower in a cowboy hat, boots, and a fringed
  1752. ◄ 98 ►
  1753. ▼How to Get Rich
  1754. cowhide jacket. It’s more about culture than style. Be aware of your
  1755. surroundings and dress accordingly.
  1756. Some people can get away with anything. Most people can’t. Micha
  1757. Koeppel, who works at The Trump Organization, usually looks like a
  1758. Canadian Mountie in full regalia. To look at him, you’d think he was
  1759. about to lead an expedition through the Rockies. Then again, my buildings
  1760. are tall, and he scouts the right locations for them, so maybe there’s a
  1761. reason for his getups. It works for him, and he does a good job, so I don’t
  1762. mind.
  1763. It’s certainly not groundbreaking news that the early victories by the
  1764. women on The Apprentice were, to a very large extent, dependent on their
  1765. sex appeal. The fact that sex sells is nothing new. However, women are
  1766. judged harshly when they go too far, so be careful in how you present
  1767. yourself. If you want to be acknowledged for your intelligence as well as
  1768. your beauty, don’t stand in your own way. Not everyone can tune out a
  1769. knock-em-dead appearance. Think of how you would like to be perceived,
  1770. and proceed from there.
  1771. I tend to notice what people are wearing only if they look
  1772. exceptionally well put together—or exceptionally badly put together. It
  1773. has more to do with style than which designer they may or may not be
  1774. wearing. As I said, expensive clothing usually looks like it was worth the
  1775. price.
  1776. Have you ever noticed how we tend to pigeonhole people in certain
  1777. professions by their appearance? It’s a form of shorthand to just be able to
  1778. say “your basic accountant type” or “a typical advertising type” when
  1779. describing someone. Every profession has a certain look or standard. Just
  1780. say “banker” and you’ve saved yourself a hundred words. It’s not always
  1781. fair, but that’s how it works.
  1782. However, you don’t have to be a typical anything.
  1783. ◄ 99 ►
  1784. ▼How to Get Rich
  1785. For example, Frank McKinney looks like a cross between a rock star
  1786. and a surfer dude. You would never guess by looking at him that he’s a
  1787. real estate entrepreneur who sells ultra-high-end residential real estate in
  1788. Florida. When he speeds by you on his motorcycle in his Versace vest with
  1789. his two feet of blond hair blowing in the wind, you can bet he’s on his way
  1790. to a business meeting. But that’s Frank’s style, and he’s very successful.
  1791. I’m a conservative dresser due to business considerations and to save
  1792. time. I enjoy flamboyance in other people—I’m more interested in what a
  1793. beautiful woman might wear than in anything I might ever put on.
  1794. Be aware that your attire can literally become a costume. I’ve known a
  1795. lot of terrific-looking scoundrels and a lot of well-dressed bums.
  1796. Being tasteful is being tasteful, no matter what line of work you’re in.
  1797. Sure, it helps to have the money to buy great clothes, but a little style can
  1798. go a long way.
  1799. ◄ 100 ►
  1800. ▼How to Get Rich
  1801. ◄ 101 ►
  1802. ▼How to Get Rich
  1803. Here I am on top of Trump World Tower at the United Nations Plaza. I like to check up on
  1804. things, even without my helicopter.
  1805. ◄ 102 ►
  1806. ▼How to Get Rich
  1807. Be Your Own Best Financial Adviser
  1808. Many people go out and hire financial advisers, but I have also seen a lot
  1809. of those advisers destroy people.
  1810. Athletes, in particular, make a great deal of money at a very young
  1811. age. Too often, some manager squanders the athlete’s fortune and they
  1812. wind up in their thirties with nothing left but their past glory—and are
  1813. forced to get jobs just to survive.
  1814. A good friend of mine and truly one of the greatest basketball players
  1815. who has ever lived, Kareem Abdul-Jabbar, was in the NBA for over
  1816. twenty years, only to find that some bad advice had destroyed much of his
  1817. wealth. I don’t know whether it was theft or stupidity, but it was a shame.
  1818. Herschel Walker is an athlete who signed big contracts, with both the
  1819. USFL and NFL. One day, he came to me and told me he was going to
  1820. invest in a fast-food franchise. I told him, “Herschel, you are a friend of
  1821. mine, but if you do that, I will not speak to you again.” Because of the
  1822. relationship we had (and continue to have), he decided not to make the
  1823. investment. The company went bankrupt two years later. Herschel is now
  1824. a wealthy man, and he thanks me every time I see him.
  1825. When it comes to picking a financial adviser, rely on your own
  1826. judgment based on what you read in reliable publications like The Wall
  1827. Street Journal, Forbes, Business Week, and Fortune. They are usually terrific,
  1828. even though, on occasion, they say some negative things about me. I’m
  1829. angry at Fortune at the moment—and for good reason—but even Fortune
  1830. ◄ 103 ►
  1831. ▼How to Get Rich
  1832. sometimes manages to awake from its stupor to report something
  1833. worthwhile. I’m particularly impressed with an editor there named
  1834. Geoffrey Colvin, who is also the host of Wall Street Week on PBS and has
  1835. written perceptively about corporate restructuring.
  1836. The New York Post has developed a truly great business section—and
  1837. one that is fun to read. Lately, The New York Times’s coverage of business
  1838. has gone right to the top!
  1839. If you read these financial publications for a while, you will start to
  1840. pick up on the cadence and get a feel for what’s happening in the market,
  1841. which funds are the best, and who the best advisers are.
  1842. Stay with the winners. Often, you will read about somebody who has
  1843. made money quickly and then relies on one of his friends to invest his
  1844. fortune. That friend has no track record, and if it weren’t for his
  1845. connection to a rich investor, he wouldn’t have any money. Beware of
  1846. instant stars in the world of finance. Trust the people who do it again and
  1847. again, and who are consistently ranked high by the four best institutional
  1848. business media outlets. But trust your own common sense first.
  1849. ◄ 104 ►
  1850. ▼How to Get Rich
  1851. Invest Simply
  1852. There are numerous firms that provide comprehensive charts and other
  1853. information on the best returns from certain financial advisers and funds.
  1854. Study those charts, not over the short term (maybe they just got lucky) but
  1855. over a fifteen- or twenty-year period.
  1856. Invest with the help of a major firm like Goldman Sachs, Morgan
  1857. Stanley, Bear Stearns, or Merrill Lynch. These are your hard-earned
  1858. savings at stake. Don’t take unnecessary risks.
  1859. Generally there is a reason for success. When you look at legends like
  1860. Alan “Ace” Greenberg and Warren Buffett and marvel at how good they
  1861. are, you will likely see that what makes them so successful is the same
  1862. quality you should apply to every one of your own investments—common
  1863. sense.
  1864. I’ve read many of Warren Buffett’s annual reports. In every case, what
  1865. fascinates me is that he is able to reduce things to the simplest of terms.
  1866. Many accomplished Wall Street gurus can make you dizzy with talk of
  1867. intricate financial maneuverings. They might impress you with their
  1868. sophisticated computerized trading results, their fifty percent returns from
  1869. options on products that may not even exist yet. Fortunes are won and lost
  1870. every day in these markets, but as far as I’m concerned, those folks would
  1871. be just as successful if they ditched their hedge funds and put all their
  1872. money on their favorite roulette number at the Trump Taj Mahal Casino in
  1873. Atlantic City.
  1874. ◄ 105 ►
  1875. ▼How to Get Rich
  1876. You paid good money for this book, and I know you’re expecting
  1877. sophisticated investment advice. The wisest thing I can tell you is to invest
  1878. only in products you understand, with people you know you can trust.
  1879. Sometimes the best investments are the ones you don’t make.
  1880. ◄ 106 ►
  1881. ▼How to Get Rich
  1882. Get a Prenuptial Agreement
  1883. I’ve said it before—I even wrote a chapter on the art of the prenup in one
  1884. of my other books—but I’ll say it again for anyone about to propose: A
  1885. prenuptial agreement doesn’t mean that you won’t always love your
  1886. spouse. It doesn’t mean that you have doubts about the person’s integrity
  1887. or questions about the relationship. All it means is that you recognize that
  1888. life, especially the parts involving love and business, can be complicated.
  1889. People have a right to protect their assets. If you own your own business
  1890. and you’re facing a difficult divorce without having secured a prenuptial
  1891. agreement, your negligence could jeopardize the livelihoods of your
  1892. employees. I know plenty of women who are supporting their husbands,
  1893. and this advice applies equally to both sexes.
  1894. If I hadn’t signed a prenup, I would be writing this book from the
  1895. perspective of somebody who lost big. We needed a bus to get Ivana’s
  1896. lawyers to court. It was a disaster, but I had a solid prenup, and it held up.
  1897. A friend of mine is married to a woman who stands only five-foottwo,
  1898. but he’s petrified of what she will do to him in court, all because he
  1899. didn’t get a prenup. Before he met this woman, he’d had four unsuccessful
  1900. marriages, yet he told me, “Donald, I’m so in love with this woman that I
  1901. don’t need a prenuptial agreement.” I didn’t have the courage to tell him
  1902. what I was thinking to myself: Loser!
  1903. A year later, the marriage was over and he was going through hell.
  1904. When I saw him, he looked like a frightened puppy.
  1905. ◄ 107 ►
  1906. ▼How to Get Rich
  1907. There’s nothing wrong with common sense. Be like Thoreau and
  1908. simplify.
  1909. ◄ 108 ►
  1910. ▼How to Get Rich
  1911. Cut Out the Middleman
  1912. Wayne Newton is a great friend of mine, and he made a lot of money over
  1913. the years. Unfortunately, given terrible advice, he lost his money and was
  1914. forced to declare bankruptcy. Meanwhile, his lawyers were eating him
  1915. alive.
  1916. He called me and said, “Donald, I heard you owed $9.2 billion to a
  1917. hundred banks in the early nineties and you never went bankrupt. How
  1918. did you do it? Because I just can’t seem to get out of this mess. My lawyers
  1919. are making a fortune and the banks are impossible.”
  1920. I asked Wayne how many banks were involved. He told me it was
  1921. three. “You’re lucky,” I said. “I had ninety-nine banks and I made a point
  1922. of becoming best friends with everybody at every bank. You have to do
  1923. the same.”
  1924. I gave him some more advice, which he has generously acknowledged
  1925. in many interviews. I told him, “Wayne, you are a major celebrity. Have
  1926. your secretary call the three banks and get the person who is really in
  1927. charge, not the figurehead, and personally talk to all three people. Arrange
  1928. a meeting with them, ideally a dinner with them and their families. Get to
  1929. know them. At the end of this period of time, they’ll like you. They’ll be
  1930. impressed by you because you are a celebrity. They may control a lot of
  1931. money, but they don’t control fame, and people are impressed by fame.
  1932. Forget your lawyers. They are never going to want to settle the case,
  1933. ◄ 109 ►
  1934. ▼How to Get Rich
  1935. because then their legal fees stop. You must do it yourself. Call the
  1936. bankers. Become friendly with the bankers. And make a deal.”
  1937. Wayne called me three weeks later. He’d had dinner with all three
  1938. bankers and said they were among the nicest people he’d ever met. They
  1939. brought their wives and children. Later, he cut deals with every one of
  1940. them. The banks were taken care of over a period of time, the lawyers
  1941. didn’t get any richer, and today Wayne is doing fantastically well.
  1942. You’re probably wondering how this rule applies to your life if you
  1943. are not headlining a major Las Vegas show. Here’s how: Wayne took
  1944. control of the situation. He appealed to the people in charge. Most of us
  1945. need lawyers at some point in our lives, and we all have to deal with large
  1946. bureaucracies. But sometimes you need to go right to the top, and you
  1947. need to do it yourself. You don’t have to sing “Danke schön” to make a
  1948. sincere personal approach.
  1949. Of course, there will be times when lawyers are essential. Some people
  1950. are scoundrels.1 In those instances, sue the bastards. But whenever
  1951. possible, settle. It saves a lot of time for everyone involved.
  1952. 1 I have come to hate doctors. I think that, generally, they are a bunch of money-grubbing dogs. I
  1953. can tell you about countless instances when doctors have ruined people’s lives. As an example, a
  1954. person I am very fond of had a foot injury that I believe should have healed naturally, but instead,
  1955. the doctor operated on it, fitting pins and plates into the foot. Now, after over a year of
  1956. convalescence, this person is having a hard time walking. I think that suing a doctor like this
  1957. would qualify as a worthwhile legal expense. (Recently, the patient saw this doctor walking on
  1958. the very expensive and chic Worth Avenue in Palm Beach and spending lots of money.) This is
  1959. one of many bad doctors I know of—there are too many others to name. I just can’t stand the
  1960. bastards.
  1961. ◄ 110 ►
  1962. ▼How to Get Rich
  1963. Teach Your Children the Value of a
  1964. Dollar
  1965. My kids know the value of money from example. They see how hard I
  1966. work. I don’t talk about it with them because I don’t have to—they have
  1967. eyes.
  1968. They see the way I live. I turn off the lights whenever I leave the office.
  1969. I’m always happy to get a good deal, whether I’m buying a building or
  1970. buying supplies at Duane Reade. (Trust me: You can get a good deal on
  1971. shaving cream there.)
  1972. I always remember the example my parents set for me. I could see their
  1973. determination and discipline. They didn’t have to harp on it. I try to be the
  1974. way they were.
  1975. My parents were frugal in the sense that they knew it wasn’t easy to
  1976. make money, and that it should be treated with respect. They lived well
  1977. but simply, and were not flamboyant in their spending.
  1978. We rarely went out to eat. We took relatively few elaborate vacations.
  1979. They emphasized schooling and education. We had a solid family life,
  1980. and I remember feeling very fortunate. Each of us was expected to
  1981. contribute something not only to the family as a whole, but to society.
  1982. That is a Trump family value that is ingrained in me, and one I’ve tried to
  1983. live up to.
  1984. ◄ 111 ►
  1985. ▼How to Get Rich
  1986. With my mother at New York Military Academy.
  1987. ◄ 112 ►
  1988. ▼How to Get Rich
  1989. With my father, Fred Trump, in the early days.
  1990. My children have benefited from affluence, as I did, but it’s surprising
  1991. how unspoiled they are in many ways. They have budgets and live within
  1992. them. They have limits on their credit cards, and they have them more for
  1993. protection in an emergency than for anything else. When they were
  1994. growing up, both of my sons earned extra money during their summer
  1995. vacations by mowing lawns, cutting trees, moving stones, and doing
  1996. ◄ 113 ►
  1997. ▼How to Get Rich
  1998. landscaping work at the Seven Springs estate in Westchester. Ivanka
  1999. attended the School of American Ballet, which requires an enormous
  2000. amount of discipline and training.
  2001. College kids today are more money savvy, perhaps, than kids from
  2002. earlier generations. They seem serious about their money. This is a good
  2003. sign, because the sooner you understand the value of money, the more
  2004. likely you are to possess large amounts of it.
  2005. If your children see you being careless with money, they will assume
  2006. it’s okay for them to be careless. Children watch. That’s how they learn.
  2007. Your priorities will often become their priorities. Any family can have a
  2008. wild card or two, but on the whole, it’s been proven that children will
  2009. learn from what they see.
  2010. If you obviously enjoy going to Las Vegas to gamble, it’s likely they’ll
  2011. think this is a good thing and will follow suit. If you like going to Carnegie
  2012. Hall and bring the kids along, they’ll think this is an exciting event
  2013. because you do. Children inherently like to please, so think about the
  2014. values you exhibit. Sooner or later, kids will form their own tastes, but the
  2015. initial exposure is important.
  2016. ◄ 114 ►
  2017. ▼How to Get Rich
  2018. With my three eldest children—Don Jr., Ivanka, and Eric—and Barbara Walters for an
  2019. appearance on20/20.
  2020. (© 2004 Virginia Sherwood/ABC Photo Archives)
  2021. I spent a good deal of time with my children—Don Jr., Ivanka, and
  2022. Eric—when they were growing up, because we all lived together. We
  2023. remain very close. I spend less time with Tiffany, as she lives in California
  2024. with her mother. I do try to include them in my travels and activities as
  2025. much as possible.
  2026. They know they are always welcome to join the family business. Don
  2027. Jr. began working full-time at The Trump Organization in September 2001.
  2028. “Trumps are builders,” he told Barbara Walters in a recent interview. I
  2029. hope Ivanka, Eric, and Tiffany might also consider a career with us, but
  2030. it’s their decision entirely.
  2031. I have very high standards, but so do my kids. They’re all high
  2032. achievers who enjoy working and are not goof-offs in any sense of the
  2033. word. I wonder why I’m so lucky.
  2034. ◄ 115 ►
  2035. ▼How to Get Rich
  2036. With my youngest daughter, Tiffany.
  2037. Not teaching your kids about money is like not caring whether they
  2038. eat. If they enter the world without financial knowledge, they will have a
  2039. much harder go of it. Make sure you let them in on your way of thinking
  2040. about money—how you manage expenses, how you save, where you
  2041. invest.
  2042. Let them know that having money isn’t necessarily a sign of greed. It’s
  2043. an important element for survival. Just getting a first apartment can be a
  2044. lesson for your kids: They suddenly learn about security deposits! Equip
  2045. them for life as best you can. Buy them a subscription to Money or some
  2046. other personal-finance magazine. Give them incentives for saving their
  2047. allowance.
  2048. If they don’t learn about money from you, who’s going to teach them?
  2049. ◄ 116 ►
  2050. ▼How to Get Rich
  2051. ◄ 117 ►
  2052. ▼How to Get Rich
  2053. Negotiations, anyone? Here I am with George Foreman and Lennox Lewis
  2054. ◄ 118 ►
  2055. ▼How to Get Rich
  2056. If You Have Them by the Balls, Their
  2057. Hearts and Minds Will Follow
  2058. In this part of the book, I want to tell you about some of my favorite deals
  2059. and the essential rules of negotiation they exemplify.
  2060. First, though, here’s my basic philosophy of how deals are done: It’s
  2061. all about persuasion, not power.
  2062. Power is merely the ability to convince people to accept your ideas.
  2063. Just because I am a successful businessman doesn’t mean I always get
  2064. my way. It’s true that I don’t have to be as vociferous about things as
  2065. before. I don’t have to act like a bulldozer to get attention. But I have to
  2066. coax and make my case just like any other negotiator.
  2067. An interviewer from Brazil recently asked me what the best parts and
  2068. the worst parts of having so much money and success were. I had the
  2069. same answer to both questions: the effect it has on people.
  2070. Anyone in a position of power will probably agree with me. There are
  2071. pluses and minuses.
  2072. The plus side is that people will listen to you more readily than if you
  2073. aren’t on the map financially. The minus side is that they will reduce you
  2074. to one dimension and keep you there.
  2075. Power is not just about calling all the shots. It’s about ability. You can
  2076. call all the shots, but if they’re bad ones, no one will take much notice after
  2077. a while. Know what you’re doing. That’s where the real power comes from.
  2078. ◄ 119 ►
  2079. ▼How to Get Rich
  2080. Convincing others has a lot to do with understanding negotiation.
  2081. Study the art of persuasion. Practice it. Develop an understanding of its
  2082. profound value across all aspects of life.
  2083. Don’t expect people to believe your blarney simply because you’re
  2084. good at delivering it. The boardroom is not the pub down on the corner.
  2085. Make it easy on the people you are trying to convince. Give them
  2086. readily accessible metaphors and analogies. If you are too far over their
  2087. heads, they’ll feel frustrated or, worse, inferior. Let them know you’re all
  2088. on the same level in some way. Use humor. It’s a great icebreaker. I
  2089. sometimes tell people that I wish our meeting had been yesterday, because
  2090. I was having a great hair day and they missed it!
  2091. Convincing other people of how wonderful you are and how lofty
  2092. your ideas are is a good way to convince them to tune out or, better yet, to
  2093. escape from you as soon as possible. We all need to have a healthy dose of
  2094. confidence to be convincing, but don’t bulldoze. If you do, you may see a
  2095. lot of people in front of you at first, but the room will soon be empty.
  2096. As the adage goes, “There’s a fine line between acceptance and
  2097. resignation.” You want people to accept your ideas, not merely be resigned
  2098. to them because they think they can’t fight back or are just plain exhausted
  2099. by you. Don’t browbeat them into believing you. Let them think the
  2100. decision is theirs. It will give them a feeling of control.
  2101. Here is the golden rule of negotiating:
  2102. He who has the gold makes the rules.
  2103. If you walk into a negotiation and know nothing about the other party,
  2104. let them talk, listen to their tone, observe their body language, and
  2105. determine whether they really want to make a deal or just show you how
  2106. smart they are.
  2107. Most negotiations should proceed calmly, rather than in a hostile
  2108. manner. However, sometimes a negotiation works best after a few screams
  2109. and some table pounding.
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