第19部分(第4/8 頁)

ld's　makes　more　money　than　you？〃

The　answer　is　obvious：　McDonald's　is　excellent　at　business　systems。　The　reason　so　many　talented　people　are　poor　is　because　they　focus　on　building　a　better　hamburger　and　know　little　to　nothing　about　business　systems。

A　friend　of　mine　in　Hawaii　is　a　great　artist。　He　makes　a　sizable　amount　of　money。　One　day　his　mother's　attorney　called　to　tell　him　that　she　had　left　him　35；000。　That　is　what　was　left　of　her　estate　after　the　attorney　and　the　government　took　their　shares。 Immediately；　he　saw　an　opportunity　to　increase　his　business　by　using　some　of　this　money　to　advertise。　Two　months　later；　his　first　four…color；　full…page　ad　appeared　in　an　expensive　magazine　that　targeted　the　very　rich。　The　ad　ran　for　three　months。 He　received　no　replies　from　the　ad；　and　all　of　his　inheritance　is　now　gone。　He　now　wants　to　sue　the　magazine　for　misrepresentation。

This　is　a　mon　case　of　someone　who　can　build　a　beautiful　hamburger；　but　knows　little　about　business。　When　I　asked　him　what　he　learned；　his　only　reply　was　that　〃advertising　salespeople　are　crooks。〃　I　then　asked　him　if　he　would　be　willing　to　take　a　course　in　sales　and　a　course　in　direct　marketing。　His　reply；　〃I　don't　have　the　time；　and　I　don't　want　to　waste　my　money。〃

The　world　is　filled　with　talented　poor　people。　All　too　often；　they're　？poor　or　struggle　financially　or　earn　less　than　they　are　capable　of；　not f　because　of　what　they　know　but　because　of　what　they　do　not　know。　They　f