The 4 Essentials: A Misfit's Journey to Mindset, Strategies, Values & Purpose (With Over 100 Famous Mentors and Entrepreneurs)

Cliff Michaels & Associates, Inc.
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In 2012, The 4 Essentials launched #1 on Amazon and #3 on the NY Times Bestseller List. Taking readers on a street-smart journey through life, mentors, and business, Cliff proposes a radical shift in global education and career training. He also dispels many myths about how we define and create success. Through his trials and triumphs, Cliff shares lessons from the edge as a dyslexic student who challenged the status quo in college, dropped out of USC at 19, and went on to launch companies in real estate, finance, education, and technology, all before age 30. Drawing on dozens of iconic mentors from Socrates, Edison, and da Vinci to Mycoskie, Oprah, Malala, and Branson, Cliff provides thought-provoking stories on The 4 Essentials (mindset, strategies, values, purpose) that empower us to earn a real-world MBA (Masters in Basic Abilities). This is a fun, fast-paced read for anyone in search of passion, purpose, and results!


''Cliff's writing is full of creativity, inspiration, and practical lessons. I highly recommend The 4 Essentials.'' Blake Mycoskie • Founder, TOMS Shoes

''Cliff Michaels delivers a powerful path to profits, passion, and purpose.'' Tony Hsieh • CEO, Zappos

“Cliff provides entrepreneurial conditioning with an achiever’s mindset.” Darren Hardy • Publisher, SUCCESS Magazine

''The 4 Essentials is a fun read. Like Cliff, it's full of passion with a blend of new ideas and timeless wisdom.'' Dave Logan • Former Associate Dean, USC Business School

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About the author

 Cliff Michaels has been a broker, strategic coach, angel investor, education activist, and social entrepreneur for over 25 years. His e-learning programs and live training provide Essentials for life, careers, and entrepreneurs ( From 1996-2004, Cliff was a member, education chair, forum trainer, and President of the Young Entrepreneurs’ Organization Los Angeles (known today as EO). He also launched EO’s first student mentor programs and philanthropy events. Cliff Michaels & Associates (real estate, mortgages, investments) has closed one billion dollars in transactions since 1992. Cliff was also Co-Founder of First Use (1999), a pioneering online platform that featured the world’s first digital-notary technology. A Southern California native, Cliff ’s passions include movies, music, yoga, animal rights, helping kids at risk, and raising the bar for global education. 

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Additional Information

Cliff Michaels & Associates, Inc.
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Published on
Oct 20, 2016
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Business & Economics / Entrepreneurship
Self-Help / Personal Growth / Success
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Content Protection
This content is DRM protected.
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Available on Android devices
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Eligible for Family Library

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Do you want to be rich? Do you want to be successful creating something on your own? Become boss of a company with many employees? In one word, do you dream of becoming a great entrepreneur? Here, this is the book for you.


Written by a true entrepreneur, this book will give you an emotional jolt in motivational terms, baring you to make you understand who you are and what you really want. After he has get you going and motivated as a true coach, the author will explain in detail tricks and secrets to create a successful business from scratch. Then, after he revealed all the secrets of the greatest entrepreneurs of the last generation, to ensure that you will get inspiration, he will give you a number of entrepreneurial potentially millionaire ideas that you'll have only to start.


Ultimately, if you are a person with positive and optimistic nature, if you have a dream and want to achieve it, in this book you'll find a guide and a beacon to keep always by your side.




. how to realize your millionaire dreams

. what are the essential qualities of a successful entrepreneurs

. how to become a visionary entrepreneur as Steve Jobs

. how to think big without letting others limit you

. how to design a winning business project

. how to make your start up to take off

. how to maximize your marketing resources

. where you can find funds for starting your business

. how to interpret the future creating new people's needs.

. all the secrets of new millionaire entrepreneurs

. how to become millionaire with the Internet

. how to become a famous entrepreneur

. the secret of the sun in the pocket

. what kind of entrepreneur you are



In conclusion: if a book to become rich, wishful thinker, resourceful exists... it's this one.


It starts out as a simple idea by someone liberated from conventional thinking and the beaten path. With perseverance and dedication, it gains momentum and rapidly becomes a viable concept. As it evolves, it grows into an adventure and becomes the mission. The entrepreneur in charge is now poised to turn the original idea into a phenomenal commercial achievement. And this is where the epic story of success begins.

As is demonstrated in this book, the exceptional entrepreneur need not have been born with a silver spoon in his mouth. Or to have been a graduate from an Ivy League school. Or to have been equippped with an outsize cerebrum. Far simpler and primal qualities will aid him in his pursuit and attaining a position in the pantheon of the super-successful. To succeed on the treacherous path of business, the model entrepreneur embarks on a journey of self-discovery and never stops. He also composes and perfects a strategy that is essential to accomplishing his mission.

Based on firsthand knowledge and practical experience, in this book, we follow the model entrepreneur from his youth all the way to his twilight years. Along the way, we witness a remarkable journey as we watch the making of an exceptional individual and an extraordinary accomplishment. We observe that, while still in his twenties, he impresses the onlookers with his prolific ideas and practical solutions. In his thirties, he dazzles his investors and benefactors with his strategic genius and business savvy. He reaches his forties only to astound his rivals and admirers alike by devising and executing brilliant expansionary plans and showcasing organizational and managerial expertise. He reaches his fifties and demonstrates exceptional leadership qualities, in addition to an exemplary vision reborn and a strategy refined. He is still breaking molds, but now he also has become an icon. We are still with him as he moves into the next phases of his illustrious life, passes the torch, and shares the wealth and power he has accumulated.

This book is a chronicle of the model entrepreneur at his best. It is also an inspiration to those who want to follow in his footsteps and become the next business titan.
For those who believe there is more...

More. Isn't that what we all want? More money, more time, more energy. Common sense tells us that to get more of any of these things we need to invest what we have now for a return in the future, yet we continue to pour our resources down the drain day after day, year after year, in a blaze of self-gratifying consumption. 

The self-investment mentality is about realising the potential for self-improvement in the most mundane and seemingly insignificant of life's occurrences, actions and events, like eating a particular food, meeting a new person, buying a new pair of jeans or reading a book.  It is the realisation that all these things are deeply but subtly linked into a virtuous circle of personal growth which, if harnessed correctly, can eventually lead to increased resources of time, energy and money.  It is not always about changing behaviour; more often it is concerned with changing mindset to allow growth and resources to flow freely.

More energy, more time, more money...

The principles of self-investment are about treating expenditure of your resources (including, but not limited to, money) in a different way, particularly in relation to investment of those same resources. The philosophy that I'm going to describe is about achieving your own goals and objectives, happiness and fulfilment even, through a mentality of self-investment. That means dedicating significant, if not the overwhelming majority, of your resources to your growth as an individual. Of course, your own programme of self-investments is going to be totally individual - I'm not going to encourage you to spend time, money or effort on any one thing in particular. What I am going to try to convince you to do is to deeply reconsider what you class as an investment and what you class as consumption, or perhaps even waste, in light of a new understanding of how different expenditures can impact your life in very subtle, but profound ways.

Part 1:  Redefining Investment and Consumption

First, we'll throw out old, preconceived ideas of what constitutes 'frivolous' consumption as opposed to 'sensible' self-investment, always and only with reference to you, the individual. We'll learn to recategorise consumption and investment as they truly manifest themselves. More importantly, we'll learn that almost anything can be a self-investment given the right mentality and life situation. It all depends on you.

Part 2:  The Enabling Resources

Next, well take a detailed look at the specific ways in which self-investment gets us one step closer to our goals by increasing our arsenal of potent tools and personal traits, like knowledge, health, motivation, self-esteem, contacts and belief. These are the intermediate resources that eventually lead back to time, life-energy and money.

Part 3:  The Infrastructure of Self-Investment

Finally, we'll seek to understand the silent, almost invisible mechanisms by which personal growth and success emerge once you accept the power of self-investment. This means a change in mindset. We'll also examine the more practical elements of living the self-investment philosophy and how to adapt your life-setup..

At age nine, Cameron Johnson started an Internet company.

Pete Amico quit his job on his first day because he didn’t feel like taking orders from his boss.

Greg Herro built a successful business selling diamonds made from the carbon extracted from ashes.

If any of these people remind you of yourself, you just might have the kind of personality to take the small business world by storm.

In If at First You Don't Succeed..., Brent Bowers, the small-business editor for the New York Times reveals the eight patterns that highly successful entrepreneurs share – and what we can learn from them.

Brent Bowers, in covering small business for decades at the Wall Street Journal and the New York Times, has chronicled the rise and fall of hundreds of start-ups. In If at First You Don’t Suceed…, he analyzes the common characteristics shared by dozens of successful small-business owners and their companies. Drawing on extensive interviews and research, as well as on the experiences and expertise of business consultants, venture capitalists, academics, and the entrepreneurs themselves, he describes the key traits that successful entrepreneurs have in common.

Among them:

• The ability to spot and seize opportunities
• An overwhelming urge to be in charge coupled with a gift for leadership
• The flexibility to come up with creative, out-of the-box solutions to problems or obstacles
• Incredible energy and tenacity in the pursuit of their goals
• Unwavering faith in their business
• The ability to take smart risks
• The ability to bounce back from setbacks and see failure as just one step on the path to ultimate success

For anyone thinking about starting a business, or attempting a start-up a second or third time, this book offers invaluable lessons and insights.
#1 New York Times Bestseller

Over 1 million copies sold

In this generation-defining self-help guide, a superstar blogger cuts through the crap to show us how to stop trying to be "positive" all the time so that we can truly become better, happier people.

For decades, we’ve been told that positive thinking is the key to a happy, rich life. "F**k positivity," Mark Manson says. "Let’s be honest, shit is f**ked and we have to live with it." In his wildly popular Internet blog, Manson doesn’t sugarcoat or equivocate. He tells it like it is—a dose of raw, refreshing, honest truth that is sorely lacking today. The Subtle Art of Not Giving a F**k is his antidote to the coddling, let’s-all-feel-good mindset that has infected American society and spoiled a generation, rewarding them with gold medals just for showing up.

Manson makes the argument, backed both by academic research and well-timed poop jokes, that improving our lives hinges not on our ability to turn lemons into lemonade, but on learning to stomach lemons better. Human beings are flawed and limited—"not everybody can be extraordinary, there are winners and losers in society, and some of it is not fair or your fault." Manson advises us to get to know our limitations and accept them. Once we embrace our fears, faults, and uncertainties, once we stop running and avoiding and start confronting painful truths, we can begin to find the courage, perseverance, honesty, responsibility, curiosity, and forgiveness we seek.

There are only so many things we can give a f**k about so we need to figure out which ones really matter, Manson makes clear. While money is nice, caring about what you do with your life is better, because true wealth is about experience. A much-needed grab-you-by-the-shoulders-and-look-you-in-the-eye moment of real-talk, filled with entertaining stories and profane, ruthless humor, The Subtle Art of Not Giving a F**k is a refreshing slap for a generation to help them lead contented, grounded lives.

Smart Security: Practices that Increase Business Profits is a video presentation. Length: 58 minutes.

Smart Security: Practices that Increase Business Profits offers proven concepts and practices for those seeking new and creative ways to understand and shape security that are tailored to the needs of their business or organization. In this 58-minute Proven Practices presentation, presenter J. David Quilter discusses how a fully integrated security program increases business profits while delivering smart security practices at the same time.

The term "smart security" means to be simple, knowledgeable of both business and security basics, knowledgeable of the business market, and having a clear understanding of business principals. Using this definition, the presentation covers how to win and sustain executive leadership, deal with business realities, identify the root causes of business losses, and how to hold a frank and open discussion on loss when dealing with business risk.

Smart Security: Practices that Increase Business Profits is a part of Elsevier’s Security Executive Council Risk Management Portfolio, a collection of real world solutions and "how-to" guidelines that equip executives, practitioners, and educators with proven information for successful security and risk management programs.

The 58-minute, visual PowerPoint presentation with audio narration format is excellent for group learningExplains how to determine the root causes of business losses, such as internal fraud, counterfeit products, and theftShows how to collaborate with operations and other business functions such as human resources, environmental health and safety, audit, legal, and more
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