WESTERN PETROLEUM MARKETERS ASSOCIATION CONVENTION AND TRADE SHOW
MIRAGE HOTEL, LAS VEGAS, NV., FEBRUARY 19, 1997

North represents a natural function on this globe. It always points the same direction. That's what principles are. Then there's an arrow that represents the direction of travel. That's people's behavior. It stands for social values.

A school is a social system. A farm is a natural system. You can't violate it. You have to align your work, habits, lifestyle with a farm.

If you want to lose weight, you have to change your habits and lifestyle. Ultimately, we learn our bodies are governed by natural forces.

We work with 42% of the Fortune 1000 and 82% of the Fortune 100. We do extensive government work. It doesn't make any difference. They're all the same. Everyone is going through profound change. Metamorphosis is taking place.

You can live with change and make change a competitive advantage. Run with with it. Celebrate it — if you have something that's changeless, something you can rely on, something rooted in the sense of changelessness and principles. If not, change is threatening. You start thinking defensively, protectively. Your sense of worth comes from comparisons with others. You see life as a pie: there's only so much. Nonsense.

People who have a sense of security based on principles have an abundance mentality. They feel they can tap into more creativity. You have relationship building between yourself and others.

You need to look for models, examples, success stories, marketing organizations that are shining examples of building relationships.

You must be like a tree. You must have your character and principles as roots. Your personality/techniques as the leaves of the tree.

The 4 motivations are economic, social, mental, and spiritual. If you deal with all four, you unleash power within people. That's empowerment. It builds a strong culture.

The 7 Habits of Highly Successful People. If you use them, you can move from dependence (the spirit of 'you': you made me, you take care of me) to independence (the spirit of 'I') to Interdependence (the spirit of 'we').

1. Be proactive.
   Take initiative.
   Choose responsibility based on principles.
   This is the foundation of all other habits.

   Focus on that which you can influence. Do what you can about what you can. If you do this, your circle of influence will continue to expand.

2. Begin with the end in mind.
   In one sentence, what is the mission/purpose of our business? Go to your loved ones and say 'what is the purpose of our family?' Of our marriage? Just ask. Ask yourself what is the purpose? What is your personal mission? Envision your funeral. What would you like your loved ones to say about you? What about your associates? Your competitors? Your neighbors?

The 3 biggest mistakes on mission statements: they're rushed, they're announced, and they're forgotten.

What is your value-added to yourself, your business, your customers, your community?

3. Put first things first.
   The key is to have a sense of where you're going and then keep coming back to it.
4. Think win-win
   It doesn't take two people to think win-win. Just one.
   Don't go for lose-win.
5. Seek first to understand, then to be understood.
   Understand your own people. Build a relationship with them.

   There are four motivations in all of us:
   

   • to live — in physical and economic fairness and security
   • to love — to have social and emotional kindness and respect
   • to learn — mental and intellectual development and use of talent
   • to leave a legacy — to have spiritual and holistic meaning and integrity.
   Always respect all four needs. If you address one, the other three will marshall against you. You want to create a new culture based on all four of these needs.
6. Synergy.
   The whole is greater than the sum of the parts.
   Don't get seduced by culture in industry. You are to be an island of excellence in a sea of mediocrity.

Customer service is a criteria that will ultimately drive competitiveness. Don't nurture a polarized culture.

Always treat your own people exactly as you want them to treat your finest customer. If you don't do that, you'll break yourself. You'll create a polarized culture.

It's so easy to be separated — by race, by gender, by age, by economic status. But there is too much energy out there.

7. Sharpen the saw.
   On the physical side, this means exercise, nutrition, stress management. On the mental side, this means reading professional training, education, and planning. There is also an emotional/social side and a spiritual side as well.

   Teach what you have been taught.

   Practice sharpening the saw daily. Every day. One hour affects every other hour in the day.

   We must never cease exploring. You already know this.