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No one is born deserving anything - you only deserve what you achieve by yourself. Drawing from this, John's philosophy is based on the idea that success is about deciding what you want, working out what is important to you and then going out to grab it. The beauty of this approach is that we can all achieve whatever we want; we just need to go after it.
With unique lessons such as 'Don't be afraid to make mistakes along the way. Instead, make mistakes and learn from them' and 'Take responsibility for yourself as you are no one else's problem', The 10 Keys to Success shows us how uncomplicated success can be.