Chapter 4
Auto-Suggestion: Programming Your Subconscious Mind
Auto-suggestion is the medium for influencing your subconscious mind and represents the third step toward riches. It encompasses all self-administered stimuli reaching your mind through the five senses and serves as the communication channel between your conscious and subconscious thinking. While nature gives humans absolute control over this process, most fail to exercise it-explaining why so many remain in poverty.
To effectively use auto-suggestion, you must read aloud twice daily your written statement of desire while visualizing yourself already possessing it. This communicates your desire directly to your subconscious with absolute faith. However, mere reading accomplishes nothing-you must infuse your words with emotion and feeling. Without this emotional component, even repeating affirmations a million times produces no results, as your subconscious only acts upon emotionalized thoughts.
Hill provides specific instructions: find a quiet spot where you won't be disturbed, close your eyes, and repeat aloud your written statement of how much money you intend to accumulate, your timeline, and what service you'll provide in return. As you do this, visualize yourself already possessing this money. Repeat this program morning and night until you can clearly see the money in your imagination. Place a written copy where you'll see it daily, reading it before bed and upon waking until memorized.
The process may initially seem abstract, but if you follow these instructions faithfully, doubt will transform into belief and ultimately crystallize into absolute faith. While philosophers have long claimed man controls his earthly destiny, few explain why-it's because he can influence his subconscious mind and through it gain cooperation with Infinite Intelligence. Auto-suggestion is the agency through which desire transmutes into money, with all other principles serving as tools for its application.
Chapter 5
Specialized Knowledge: The Missing Link in Education
There exist two kinds of knowledge: general and specialized. While universities possess vast amounts of general knowledge, most professors remain financially limited because they don't organize or apply their knowledge toward wealth accumulation. Knowledge becomes power only when organized into definite action plans directed toward specific financial goals-otherwise it remains merely potential power.
Hill illustrates this principle through Henry Ford's famous court testimony. When attorneys tried proving Ford's ignorance by asking him questions like "Who was Benedict Arnold?" Ford famously responded that he didn't need to clutter his mind with general knowledge when he could simply press a button on his desk to summon men with any information he required. This demonstrated true education-knowing where to find knowledge when needed and how to organize it into action plans.
Before transmuting desire into money, you'll need specialized knowledge about your chosen service or product. If acquiring this knowledge personally seems daunting, you can overcome this limitation through a "Master Mind" group. Andrew Carnegie admitted knowing little about steel's technical aspects, yet succeeded by organizing individuals with the required specialized knowledge.
Hill outlines practical sources for acquiring specialized knowledge: your own experience and education, cooperation with others through Master Mind alliances, colleges and universities, public libraries, and special training courses. He emphasizes that knowledge has value only when applied toward worthy ends-which explains why college degrees often lack significant value, representing merely miscellaneous knowledge.
Hill shares numerous examples of individuals who leveraged specialized knowledge for success, including a grocery salesman who created a mobile accounting service for small merchants during the Depression. By equipping a delivery truck with modern bookkeeping machinery, he provided affordable professional accounting services to over 100 small businesses, eventually building a fleet of "bookkeeping offices on wheels" that earned him nearly ten times the income tax of his former employer.
Chapter 6
Imagination: The Workshop of the Mind
The imagination functions as the workshop where all human plans are fashioned. Man can create anything he can imagine, and this faculty operates in two distinct forms: synthetic imagination, which arranges existing concepts into new combinations, and creative imagination, which connects with Infinite Intelligence to receive hunches and inspirations.
Hill explains that synthetic imagination is the faculty most people use for wealth creation-taking existing ideas, products, or services and rearranging them into new combinations. Creative imagination, by contrast, functions when the conscious mind is stimulated by strong desire and operates as the receiving set for ideas and plans flashed to the mind from Infinite Intelligence.
To demonstrate imagination's practical power, Hill shares the story of the "Enchanted Kettle"-how Asa Candler transformed a simple formula purchased from a country doctor for $500 into the Coca-Cola empire. The formula itself was valuable, but Candler's imagination created the marketing, distribution, and business model that built a global corporation. Similarly, Dr. Frank Gunsaulus transformed his dream of creating a new type of educational institution into reality when, after announcing a sermon titled "What I Would Do If I Had a Million Dollars," he attracted the attention of Phillip D. Armour, who provided the million dollars to establish the Armour Institute of Technology.
Hill emphasizes that ideas can be sold where merchandise cannot. The creator of ideas sets their own price, as demonstrated by publishers who discovered that people often buy titles rather than content, boosting sales by a million copies just by changing a book's cover. Success comes when creators of ideas and sellers of ideas work in harmony, as Andrew Carnegie demonstrated by surrounding himself with idea people.
The universe consists of just two elements-matter and energy. Desire is a thought impulse, a form of energy. When you seek to accumulate money, you're working with the same fundamental elements Nature uses in creation. By adapting to Nature's laws and converting desire into physical equivalent, you're following the same process that creates everything in existence.
Chapter 7
Organized Planning: The Crystallization of Desire into Action
No matter how magnificent your desire or how strong your faith, success requires organized, intelligent planning. Hill emphasizes that everything begins with desire, which must then be channeled through imagination and developed into practical plans. The most effective approach involves forming a "Master Mind" alliance-a coordination of knowledge and effort between two or more people working in harmony toward a definite purpose.
Hill stresses that temporary defeat is not permanent failure. When your plans fail, don't accept defeat-simply rebuild them. Temporary setbacks should be viewed as signals that your current approach needs revision, not as reasons to quit. He cites Thomas Edison, who "failed" 10,000 times before perfecting the light bulb, and Henry Ford, whose success came not from superior intellect but from sound planning.
For those marketing personal services, Hill provides detailed guidance on creating effective job application "briefs" that should be prepared with the same care as a legal case. These should include detailed education background, relevant experience, recommendation letters, a recent photograph, specification of the exact position sought, detailed qualifications, an offer to work on probation, and demonstrated knowledge of the employer's business.
Hill introduces the "QQS" formula representing the essential elements for effectively marketing personal services: Quality plus Quantity plus proper Spirit of cooperation equals perfect salesmanship. Quality means performing every detail efficiently with improvement always in mind. Quantity refers to rendering all the service you're capable of. Spirit involves maintaining agreeable, harmonious conduct that induces cooperation from others.
To ensure continuous improvement, Hill recommends annual self-analysis as essential to marketing personal services as inventory is to merchandising. This yearly review should reveal decreasing faults and increasing virtues. He provides a comprehensive 28-question self-analysis tool covering achievement of yearly goals, quality and quantity of service delivered, harmonious conduct, efficiency, personality improvement, persistence, and many other factors.
Chapter 8
Decision: The Mastery of Procrastination
Lack of decision ranks among the top causes of failure according to Hill's analysis of over 25,000 unsuccessful people. Procrastination is the common enemy that must be conquered. Those who accumulate fortunes invariably make decisions promptly and change them slowly, while failures do the opposite. Henry Ford exemplifies this quality-sometimes to the point of obstinacy-as shown by his persistence with the Model "T" despite criticism.
Hill advises keeping your own counsel when implementing these principles and making your own decisions. Share your plans only with carefully selected "Master Mind" group members who support your purpose. Well-meaning friends and relatives often undermine confidence through opinions or ridicule. "Tell the world what you intend to do, but first show it"-deeds count more than words.
The most valuable decisions require great courage and risk. Hill illustrates this through historical examples like the fifty-six signers of the Declaration of Independence, who risked hanging for treason. While Americans remember the historical facts-Valley Forge, Yorktown, Washington, and Cornwallis-few understand the extraordinary courage behind this decision and the intangible power that secured American freedom long before the military victories.
Hill emphasizes that definiteness of decision always requires courage. While the fifty-six men who signed the Declaration of Independence staked their lives, those who decide to pursue specific jobs or financial independence stake their economic freedom. Without organizing your plans into definite action, all instructions for marketing your personal services will remain valueless.
Chapter 9
Persistence: The Sustained Effort Necessary to Induce Faith
Persistence is an essential factor in transmuting desire into monetary equivalent. When properly combined with will-power and desire, persistence forms an irresistible force. While most people abandon their aims at the first sign of opposition, the few who persist-the Fords, Carnegies, Rockefellers, and Edisons-achieve their goals.
Your first test of persistence comes when you attempt to follow the six steps described in the Desire chapter. Most people will read the instructions but never comply with them. Lack of persistence is one of the major causes of failure but can be overcome through effort. The intensity of your desire determines how easily you can conquer this weakness. Weak desires bring weak results, just as a small fire makes little heat.
Hill outlines four simple steps that lead to the habit of persistence: 1) A definite purpose backed by burning desire; 2) A definite plan expressed in continuous action; 3) A mind closed against all negative influences; 4) A friendly alliance with supportive persons. These steps lead to control of one's economic destiny, freedom of thought, riches, power, fame, and the mastery of fear.
Hill shares numerous examples of persistence leading to success, including W.C. Fields, who lost everything at age sixty but persisted by working without pay in movies despite injury, and Marie Dressler, also sixty and penniless, who persisted to achieve remarkable success. Eddie Cantor lost his fortune in 1929 but used persistence and his distinctive eyes to rebuild a $10,000 weekly income. The only reliable break is self-made through persistence, starting with definiteness of purpose.
Chapter 10
The Power of the Master Mind: The Driving Force
Power is essential for accumulating and retaining money. This power comes through organized and intelligently directed knowledge, translated into action through coordinated effort of two or more people working in harmony toward a definite end. The "Master Mind" represents the coordination of knowledge and effort between two or more people working in harmony toward a definite purpose.
The Master Mind has both economic and psychic features. Economically, it provides advantages through the counsel and cooperation of others working in perfect harmony. Psychically, when two minds coordinate in harmony, they create a third invisible force-like a third mind. The human mind is a form of energy, partly spiritual, and when minds coordinate harmoniously, their spiritual units form an affinity.
Hill cites Henry Ford as an example of someone who overcame poverty, illiteracy and ignorance within ten years. His most rapid progress began after forming friendships with Thomas Edison, Harvey Firestone, John Burroughs, and Luther Burbank-all men of great brain capacity. Ford absorbed their thought vibrations into his own mind, appropriating their intelligence and experience.
Money must be pursued with methods similar to those used in wooing a maiden-with faith, desire, and persistence, applied through a definite plan set into action. When wealth comes in large quantities, it flows as easily as water downhill. There exists an unseen stream of power like a river with two sides: the positive emotions carrying one toward wealth, and negative emotions flowing toward poverty.
Chapter 11
The Mystery of Sex Transmutation: Transforming Energy into Achievement
The emotion of sex brings into being a distinct state of mind that can be transmuted into creative power. Sex desire is the most powerful human drive, and when harnessed and redirected, it maintains attributes like imagination, courage, and persistence that can be used as creative forces in any profession or calling. This energy shouldn't be eliminated but given outlets that enrich body, mind and spirit.
Those who discover how to channel sex emotion through creative effort elevate themselves to genius status. Research spanning two thousand years reveals that men of greatest achievement possess highly developed sex natures and have mastered transmutation. The most successful men in literature, art, industry and other fields were often motivated by a woman's influence.
The human mind responds to specific stimuli that elevate it to high vibration states. The ten most effective mind stimulants are: sexual desire (the most powerful), love, burning desire for achievement, music, friendship, Master Mind alliances, mutual suffering, auto-suggestion, fear, and narcotics/alcohol-with only the last two being destructive. Sex tops this list because of its unmatched intensity and power to stimulate thought and action.
True genius emerges when one discovers how to increase thought vibrations to communicate with higher knowledge sources. The sixth sense-Creative Imagination-is rarely used deliberately by most people, yet it forms the direct link between the finite mind and Infinite Intelligence. All revelations and discoveries of new principles occur through this faculty.
Hill explains why outstanding success rarely comes before forty, and often not until after fifty. The primary reason is that most men dissipate their energies through physical expression of sex rather than transmuting this powerful force into creative channels. Only after wasting years during their sexual prime do many men discover that sexual energy can be redirected toward achievement.
Chapter 12
The Subconscious Mind: The Connecting Link
The subconscious mind functions as a field of consciousness that records every thought received through the five senses. It stores and files all impressions, regardless of their nature, from which thoughts can be recalled like documents from a filing cabinet. You can voluntarily plant any plan, thought or purpose in your subconscious, which works continuously to translate desires mixed with emotional feeling into physical reality.
Though you cannot entirely control your subconscious mind, you can direct it toward specific goals. It serves as the connecting link between man's finite mind and Infinite Intelligence, containing the secret process for transforming mental impulses into their spiritual equivalent. The creative potential of the subconscious mind is awe-inspiring despite our limited knowledge of it.
The subconscious mind responds more readily to emotionalized thoughts than to cold reason. Thoughts mixed with feeling create the action element that transforms passive thoughts into active ones. When communicating with your subconscious-your "inner audience"-you must speak its language of emotion. Master the seven major positive emotions (desire, faith, love, sex, enthusiasm, romance, and hope) through consistent use, while avoiding the seven major negative emotions (fear, jealousy, hatred, revenge, greed, superstition, and anger).
Remember that positive and negative emotions cannot occupy your mind simultaneously-one must dominate. Form the habit of using positive emotions until they completely dominate your thinking, as a single negative thought can destroy all constructive aid from your subconscious mind.
Chapter 13
Overcoming the Six Ghosts of Fear: The Final Obstacle
Before successfully applying Hill's philosophy, your mind must be cleared of three enemies: indecision, doubt, and fear. These three are closely related-indecision crystallizes into doubt, and together they become fear. Every human suffers from some combination of six basic fears: fear of poverty, fear of criticism, fear of ill health, fear of loss of love, fear of old age, and fear of death.
The fear of poverty is the most destructive of all fears and the hardest to master. This paralyzing fear devastates reason, imagination, self-reliance, enthusiasm, initiative, purpose, self-control, concentration, persistence, willpower, ambition, memory, and accurate thinking. It kills love, assassinates emotions, discourages friendship, and invites failure in countless forms-despite living in a world of abundance where only lack of definite purpose stands between us and our desires.
The fear of criticism's origins remain uncertain-perhaps emerging when politics became a "profession" or when women began concerning themselves with fashion. This fear destroys initiative, imagination, and individuality. Parents often inflict lasting damage through unnecessary criticism, as with one mother who repeatedly told her son he'd end up in prison-he was sent to a reformatory at seventeen.
Hill emphasizes that fears are merely states of mind subject to control and direction. Physicians rarely contract contagious diseases because they don't fear them. Man's thought impulses-whether voluntary or involuntary-immediately begin translating themselves into physical reality. You have complete control over only one thing-your state of mind-which you must create, not purchase.
Worry is a state of mind rooted in fear. It works slowly but persistently, gradually paralyzing reasoning, destroying self-confidence and initiative. As a form of sustained fear caused by indecision, worry can be controlled. An unsettled mind is helpless, and most people lack the willpower to reach prompt decisions and stand by them. By deciding to accept death, forget symptoms, get along without love if necessary, and recognize that nothing life offers is worth the price of worry, we can eliminate all six basic fears.
