1장
Unlocking Your Potential: The Magic of Thinking Big
In a world where most people settle for mediocrity, David J. Schwartz's "The Magic of Thinking Big" stands as a monumental guide to breaking free from self-imposed limitations. Since its publication in 1959, this transformative book has sold over 6 million copies worldwide and continues to influence modern success literature. Celebrities like Daymond John and Tim Ferriss credit it as a cornerstone of their success philosophies. What makes this book particularly powerful is its timeless practicality-unlike abstract motivation, Schwartz provides concrete techniques that work regardless of your starting point. The central premise is both simple and revolutionary: the size of your success corresponds precisely to the size of your thinking. As Schwartz puts it, "Life is too short to be little." Are you ready to discover how expanding your thought patterns can dramatically transform your reality?
2장
The Power of Belief: Your Mental Foundation for Success
Success begins with genuine belief in your abilities. While everyone wishes for prosperity, admiration, and self-respect, few achieve these because they don't truly believe they can "move mountains." The difference between wishful thinking and belief is that genuine belief generates the power, skill, and energy needed to succeed. When you believe "I-can-do-it," the how-to-do-it develops naturally.
Consider the striking contrast between two mindsets: Those who approach life with an "I'm-going-to-the-top" attitude study successful people's behaviors and find paths upward, while the majority remain average, convinced success is impossible. This principle was perfectly illustrated by a young woman who started a mobile home sales agency with just $3,000 despite warnings about fierce competition and her lack of experience. Her unquestioned belief attracted investors and manufacturer support, resulting in $1 million in sales her first year.
Belief works like a thermostat that regulates what you accomplish-set it high, and you'll grow accordingly. One businessman discovered this truth after years of mediocrity. Once he harnessed the power of belief, his entire existence transformed into a life of abundance and fulfillment.
To develop this power of belief, follow three essential guides: First, think success, not failure. When facing challenges, think "I'll win" instead of "I'll probably lose." Let the master thought "I will succeed" dominate your thinking process. Second, remind yourself regularly that you're better than you think. Successful people aren't supermen with superintellects-they're ordinary folks who've developed belief in themselves. Third, believe big. The size of your success is determined by the size of your belief. Think little goals and expect little achievements; think big goals and win big success. Big ideas and plans are often no more difficult than small ones.
Personal development requires time, work, and sacrifice that nobody can do for you, but conscientious application of these principles will bring deeper respect from family, admiration from associates, feelings of usefulness, and increased income.
3장
Defeating Excusitis: Overcoming the Disease of Failure
As you study successful and unsuccessful people, you'll discover a critical difference: unsuccessful individuals suffer from a mind-deadening thought disease called excusitis. Every failure has this disease in advanced form, while most "average" persons have at least a mild case. The more successful a person is, the less inclined they are to make excuses.
Excusitis worsens without proper treatment. Victims search for alibis to save face, then cling to these excuses to explain their lack of progress. The more frequently they repeat their excuse, the more convinced they become it's true. Your first step toward success must be vaccinating yourself against this disease of failures.
The four most common forms of excusitis are health excusitis, intelligence excusitis, age excusitis, and luck excusitis. Each can prevent you from achieving the success you deserve unless you learn to protect yourself against these common ailments.
Health excusitis affects millions who use "bad" health as an excuse for failing. Yet successful people refuse to surrender to health problems. The difference lies in how we think toward health! One man with heart concerns became paralyzed by worry despite no confirmed diagnosis, while another who'd just received a plastic heart valve eagerly planned his future law career. A diabetic who obsesses over his condition becomes a living invalid, while another with a severe case lives fully and gratefully. To defeat health excusitis: refuse to talk about your health, refuse to worry about it, be genuinely grateful for the health you have, and remember "it's better to wear out than rust out."
Intelligence excusitis affects nearly 95 percent of people, who typically underestimate their own brainpower while overestimating others'. What truly matters isn't how much intelligence you have but how you use what you do have. A positive, optimistic person with an IQ of 100 will achieve more success than a negative, pessimistic individual with an IQ of 120. Einstein taught us to use our minds for thinking rather than as warehouses for facts. As Henry Ford demonstrated when questioned about basic historical facts during a libel suit, the ability to find information is more valuable than memorizing it.
Age excusitis comes in two forms: "I'm too old" and "I'm too young." This excuse has closed doors of opportunity to thousands who don't even try because they believe their age is wrong. A 40-year-old has used only 40% of their productive years, assuming a productive life spans from 20 to 70. One minister who switched careers at 45 still had 20 productive years ahead. Similarly, a 23-year-old sales manager worried about supervising older salesmen succeeded by not being age-conscious and showing respect for his team.
Luck excusitis is perhaps the most deceptive form. People blame their failures on bad luck and attribute others' success to good luck, refusing to see the real causes. When three junior executives complained about their colleague George's promotion, they cited luck and favoritism-but the truth was George had worked harder, performed better, and developed superior qualifications. The reality is that success comes from preparation and hard work, not chance.
4장
Building Confidence Through Strategic Action
Fear is success enemy number one. Though well-meaning friends may say "It's only in your imagination," fear is very real. Most modern fear is psychological-worry, tension, embarrassment, panic-stemming from mismanaged negative imagination. Fear prevents people from seizing opportunities, wears down physical vitality, causes illness, and explains why millions accomplish little in life.
The most powerful antidote to fear is action. Like Navy recruits who conquered their fear of water by jumping in, we must face our fears directly. A troubled retail buyer feared losing his job when his department's sales dropped 7% while store sales increased 6%. Instead of merely hoping for improvement, he took decisive action-holding daily sales meetings instead of weekly ones, energizing his staff, and exploring job alternatives as insurance. Within weeks, his sales figures surpassed previous year's numbers. The principle works for any fear: identify the specific fear, then take appropriate action. Hesitation only magnifies fear, while prompt action conquers it.
Much lack of self-confidence stems from mismanaged memory. Your brain functions like a bank where you make daily thought deposits. When facing challenges, you withdraw from this memory bank, and the "teller" faithfully delivers whatever you've deposited-whether confidence-building or confidence-destroying thoughts. To build confidence, deposit only positive thoughts in your memory bank. While everyone encounters unpleasant situations, successful people refuse to dwell on them.
During quiet moments alone, recall pleasant experiences that boost confidence. Before sleep, count your blessings and review your daily victories. Negative thoughts, if repeatedly recalled, develop into mental monsters that destroy confidence. A psychologist explained how many of his patients operate "private museums of mental horror," dwelling on past disappointments until they become giant obstacles to happiness. Our minds naturally want to forget unpleasant things-advertising psychology confirms that people remember pleasant messages and forget unpleasant ones.
Fear of other people is another major obstacle to confidence. The key to overcoming this fear is putting people into proper perspective. A business owner described how serving as a medic at an Army induction center transformed his outlook. Seeing hundreds of naked recruits from all walks of life, he realized people are fundamentally alike in more ways than they are different. This insight helped him overcome his shyness and fear of others.
Acting against your conscience creates guilt that destroys confidence. Even in business, unethical tactics create self-consciousness that prevents effective presentations and repeat sales. Our internal desire to do what's right means violating our conscience puts a "cancer" in it that eats away confidence. The practical value of ethical behavior is maintaining the self-confidence essential for success.
5장
Expanding Your Vision: The Art of Thinking Big
A corporate recruitment specialist laments how many talented college graduates prioritize security over ambition, despite expanding opportunities. This tendency to think small means less competition exists for rewarding careers. People aren't measured by inches, pounds, degrees or background, but by their thinking size.
Self-deprecation-selling oneself short-is humanity's greatest weakness, manifesting when people avoid applying for desired jobs, asking for dates, approaching important prospects, or requesting fair compensation. While philosophers advise "know thyself," most interpret this as knowing only their negative qualities.
Big thinkers specialize in creating positive, forward-looking mental images through their language. The contrast between phrases that create small, negative mind images ("It's no use, we're whipped") and those creating big, positive ones ("We're not whipped yet. Let's keep trying") is striking. To develop a big thinker's vocabulary: use positive words to describe your feelings; use bright words to describe others; encourage others through positive language; and use positive words when outlining plans.
Big thinkers train themselves to see potential, not just current reality. A young man with few material possessions shared his philosophy: "I'm determined not to let what I haven't got stop me." Unlike his neighbor who focused only on current problems, this young man visualizes himself as the executive he'll become rather than just a rate clerk, seeing a suburban home instead of a cramped apartment. This mindset adds value to oneself-the price tag the world puts on us matches what we put on ourselves.
The story of Harry, an accountant who rose to company president by taking interest in the entire operation rather than just his department, demonstrates how seeing beyond job descriptions leads to advancement. The "I'm doing my job and that's enough" attitude reflects small thinking, while big thinkers see themselves as part of a team effort.
Most people fail at public speaking because they focus on trivial aspects rather than what truly matters. They worry about standing straight, grammar mistakes, and appearance instead of concentrating on the two big things: knowledge of their subject and an intense desire to share it. The real test isn't perfect delivery but whether the audience received the intended message.
Nearly all quarrels begin over petty matters-a husband complaining about dinner, a wife defending herself, and escalation into accusations about deeper issues. The solution is eliminating petty thinking by asking one simple question before complaining or counterattacking: "Is it really important?"
6장
Unleashing Creative Problem-Solving
Creative thinking isn't reserved for scientists or artists-it's simply finding new, improved ways to do anything. The author challenges the misconception that creativity belongs only to certain professions, demonstrating how everyday people use creative thinking to solve practical problems like financing education, improving neighborhoods, or increasing church attendance.
The foundation of creative thinking is belief that something can be done. The author illustrates this with an exercise where he asks groups if jails could be eliminated within thirty years. Initially resistant, when asked to assume it's possible, participants generate dozens of creative solutions. Similarly, a young man who believed finishing college was "impossible" due to family responsibilities discovered creative solutions once he changed his belief. The author advises eliminating "impossible" from your vocabulary and making lists of reasons why you can accomplish your goals rather than focusing on obstacles.
Progressive thinking is key to creativity. A hardware store owner implemented a "weekly improvement program" by dividing her job into four elements: customers, employees, merchandise, and promotion. She dedicates four hours every Monday to review ideas and improve her business, which led to opening four successful stores. The author stresses that capacity is a state of mind-when you believe you can do more, your mind works creatively to show you how.
To harness ideas effectively: 1) Write ideas down immediately in a notebook to prevent them from escaping; 2) Review ideas regularly in an active file, discarding those without value; and 3) Cultivate promising ideas by researching related concepts and putting them to work. Shaping ideas on paper allows you to see flaws and makes them easier to "sell" to others.
Six essential tools for creative thinking include: 1) Believe solutions can be found and eliminate negative phrases like "impossible" from your vocabulary; 2) Don't let tradition paralyze your mind-be receptive to new ideas and approaches; 3) Ask yourself daily "How can I do better?" as there's no limit to self-improvement; 4) Ask "How can I do more?" to find intelligent shortcuts; 5) Practice asking and listening to gather raw material for sound decisions; and 6) Stretch your mind by associating with people who stimulate new ideas and different perspectives.
7장
The Self-Image Advantage: You Are What You Think
Some people command respect while others don't because thinking determines our reality: "We receive the kind of treatment we think we deserve." If someone thinks they're inferior, they act that way and no amount of bluffing will hide it. Conversely, those who genuinely believe they're equal to tasks will be. The fundamental equation is simple: how you think determines how you act, which determines how others react to you. The key to gaining respect from others begins with self-respect.
Your appearance affects both how others see you and how you see yourself. Your appearance "talks" to you and others, determining first impressions that last disproportionately long. The author recommends "Pay twice as much and buy half as many" for clothing purchases, arguing quality beats quantity because better clothes last longer, stay in style longer, and come with better service. When you look your best, you think and act your best.
Job attitudes reveal much about a person's potential. A personnel director divides employees into two groups: Group B (80%) focuses on security, benefits, and complaints, while Group A thinks broadly about improvement and advancement. Almost invariably, promotions go to Group A people. The way you think about your job determines your success-think it's important, and you'll receive mental signals on how to improve, leading to promotions, money, prestige, and happiness.
The power of self-motivation transforms ordinary performance into excellence. A car salesman discovered that his Monday success after inspirational sales meetings could be replicated by giving himself pep talks before making calls. Similarly, a nervous speaker dramatically improved after learning to replace negative self-talk with positive affirmation. Creating a personal "sell-yourself-to-yourself" commercial helps overcome feelings of inferiority. The key is to identify your best qualities, write them in direct personal language, and practice your commercial daily.
Upgrading your thinking automatically upgrades your actions and produces success. The key is to constantly ask yourself: "Is this how an important person thinks?" Use a mental checklist when facing situations like worry, new ideas, appearance choices, language use, reading material, conversations, anger, humor, and how you describe your job. This simple question helps elevate your thinking to match that of truly successful people.
8장
Creating Your Success Environment
Your mind, the most delicate and sensitive instrument in creation, reflects the environment that feeds it. Just as your body reflects the food you consume, your mind reflects the psychological environment surrounding you. Your habits, attitudes, and personality are all shaped by this mental diet. Association with negative people breeds negative thinking; companionship with ambitious people inspires ambition. Who you will become in the future depends almost entirely on your future environment-the mind food you choose to consume.
Three distinct groups emerge in adult life: those who completely surrender to negative influences and accept mediocrity; those who start with hope but gradually give up after encountering resistance; and the rare 2-3% who never surrender. This third group lives and breathes success, finding life stimulating and rewarding. While everyone wants to join this third group, we must fight off suppressive environmental influences. Average people will laugh at big ambitions, while successful people take them seriously. Remember: people who tell you something cannot be done are almost always unsuccessful themselves.
Contrary to common belief, truly successful people are usually accessible and eager to help others succeed. They want capable people to continue their work after they retire. It's the "would-be-big" people who are often difficult to approach. When seeking guidance, go first class-consulting a failure about success is like asking a quack to cure cancer.
Your home environment dramatically impacts your professional success. The contrast between John and Milton illustrates this perfectly. John fills his weekends with varied, refreshing activities-community service, home projects, cultural outings, and quality time with carefully selected friends. Milton's unplanned weekends are marked by boredom, late mornings in bed, and limited social interaction. While the difference might not be noticeable immediately, over time John's stimulating environment nourishes his thinking and creativity like an athlete being fed steak, while Milton's stagnant routine leaves him psychologically starved.
To create an environment that propels you toward success, be consciously aware of your surroundings. Don't let negative, can't-do people hold you back or make you think defeat. Small-thinking, jealous people want to see you stumble-don't give them that satisfaction. Instead, seek advice exclusively from successful people who have proven themselves. Circulate in new groups to get psychological sunshine and stimulation. Ruthlessly eliminate thought poison like gossip from your environment by staying on the positive side when discussing others. Finally, go first class in everything you do-it's not just about appearances but about quality that ultimately costs less than second-class alternatives.
9장
Harnessing the Power of Positive Attitudes
You read minds every day through attitude appraisals-and others read yours. No words are needed to communicate feelings like "I like you" or "I'm bored" because attitudes are mirrors of the mind that reflect our thinking. Expert actors succeed by actually thinking and feeling like their characters, not just pretending. Our attitudes "sound through" in everything from a secretary's phone greeting to our facial expressions. As Professor Erwin Schell noted, attitude is the catalyst that transforms competence into accomplishment. When attitudes are right, abilities reach maximum effectiveness and good results naturally follow.
To activate others, you must first activate yourself. This principle became clear to me in a college American history class with a pathetically dull professor who merely recited dead facts without enthusiasm. Despite his repeated warnings, students talked or slept through his lectures. The problem wasn't the subject matter-it was that the professor himself had no interest in what he was teaching, and it showed through. This principle proves true everywhere: an enthusiastic salesman creates enthusiastic buyers; an activated teacher engages students.
To develop enthusiasm, learn more about what doesn't interest you. Study something deeply-whether it's bumblebees or greenhouses-and interest naturally follows. Put life into your handshakes-make them say "I'm GLAD to see you." Smile with your eyes, not just your mouth. Make your "thank yous" meaningful rather than automatic. Speak with vitality and conviction-people follow those who believe what they say. Even saying "I feel great today!" with force and vigor actually makes you feel better.
Every human being has one fundamental desire: to feel important. This is our strongest non-biological hunger-stronger than our need for food or sex. When you make others feel important, two powerful things happen: first, people do more for you when you make them feel important; and second, when you help others feel important, you help yourself feel important too. To make others feel important: practice sincere appreciation with warm smiles and personalized compliments; call people by their names (pronounced and spelled correctly); and don't hog glory but invest praise by sharing credit with subordinates.
Wanting to make money is natural and desirable-money provides for your family, helps others, and enables a fuller life. What's puzzling is how many people take a backward approach to acquiring it. Those with a "money-first" attitude ironically end up with little money because they forget a fundamental truth: the seed of money is service. Put service first, and money takes care of itself. A Cincinnati gas station demonstrated this perfectly-by going beyond expectations and cleaning the inside of my windshield, they earned my repeat business eight times over. The simple rule is: always give people more than they expect to get. Each extra effort is a money seed that will grow into future rewards.
10장
The Action Imperative: From Ideas to Results
Leaders in every field agree there's a shortage of qualified people for key positions because many lack the crucial success ingredient: the ability to get things done. Executives seek people who will follow through and get results, not just talkers. Even mediocre ideas acted upon are better than excellent ideas that die without follow-up. As John Wanamaker said, "Nothing comes merely by thinking about it."
G.N., an accountant in his late thirties, desperately wants to marry but can't commit because he insists on perfection. When he finally found a suitable woman, he created a four-page document of stipulations covering everything from religion to personal habits that she needed to agree to before marriage. She rejected his ultimatum, noting that "for better or for worse" was good enough for everyone else. G.N.'s excessive caution prevented him from taking action, demonstrating that success requires intelligent compromise with perfection.
In contrast, J.M., a young man with modest income, wanted a home for his family despite lacking a down payment. Instead of waiting for perfect conditions, he took action, contacting the builder for a private loan arrangement and convincing his boss to give him weekend work to earn the extra $75 monthly needed. His determination to act ignited creative solutions, built his confidence, and provided his family with a better living standard-benefits he would have missed had he waited for perfect conditions.
Action feeds and strengthens confidence while inaction feeds fear. A paratrooper instructor explained that waiting to jump creates panic, while acting eliminates fear. Even experts like broadcaster Edward R. Murrow experience nervousness before performing, but once in action, fear disappears. When a five-year-old was afraid of monsters, his father took action by "inspecting" windows and providing a toy gun-solving the problem immediately. The key lesson: to combat any kind of fear, take action.
Don't wait for inspiration-create it through mechanical action. A successful writer explained his technique: "I make myself sit down, pick up a pencil and go through mechanical motions of writing. I put down anything. I doodle. Eventually, my mind gets on track." Nothing starts itself. Just as home heating systems need someone to set the temperature, your mind needs you to put it in gear.
Now is the magic word of success, while "tomorrow" and "someday" are synonyms for failure. One young couple finally started saving when the wife insisted they save 10% off the top of his $1,000 monthly income, despite their tight budget. Though initially challenging, they soon adjusted and discovered saving could be as satisfying as spending. Want to write a note? Do it now. Have a business idea? Present it now. As Benjamin Franklin advised: "Don't put off until tomorrow what you can do today."
Leaders are invariably activationists-people who do things rather than passivists who wait on the sidelines. People naturally place confidence in those who take action. To develop the action habit: (1) Be an activationist, a doer not a don't-er; (2) Don't wait for perfect conditions-they'll never come; (3) Remember ideas have value only when acted upon; (4) Use action to cure fear and build confidence; (5) Start your mental engine mechanically rather than waiting for inspiration; (6) Think in terms of now-tomorrow often means never; (7) Get down to business promptly without wasting time getting ready; (8) Seize initiative as a crusader and volunteer. Get in gear and go!
11장
Goal Setting: The Blueprint for Personal Growth
Every human achievement was first visualized before becoming reality. Just as progressive corporations plan 10-15 years ahead rather than leaving their future to chance, individuals should form a clear image now of who they want to be a decade from now. Without goals, we cannot grow-we'll be just another person lost in life's shuffle. Before starting out on any journey, you must know your destination.
The most effective planning approach divides life into three key departments: Work (income level, responsibility, authority, prestige); Home (standard of living, housing, vacations, children's support); and Social (friends, groups, leadership positions, causes). This comprehensive approach prevents confusion, avoids conflicts, and helps you see the complete picture of your desired future. The most successful people create vivid, detailed visions of their future lives, as illustrated by one trainee who described his dream country estate in rich detail-and five years later had purchased seventeen acres toward that goal.
The McKinsey Foundation found that the most important qualification for an executive is the sheer desire to get ahead. When harnessed, desire becomes power, while failing to follow your true desires leads to mediocrity. Success requires heart-and-soul effort, which you can only invest in something you truly desire. Five weapons commonly used to murder success dreams must be destroyed: self-depreciation ("I can't do it"), "security-itis" (clinging to safe options), fear of competition, parental dictation, and family responsibility excuses.
Just as we accomplish little on unplanned Saturday mornings, we achieve nothing significant without clear targets. The Manhattan Project developed the atomic bomb by focusing on one goal with a deadline. Set deadlines, target dates, and self-imposed quotas to drive achievement. Goals even extend life-as Dr. Burch notes, "The quickest way to the end is to retire and do nothing." People with intense goals, like Mrs. D who fought cancer for twenty years to see her son through college, literally live longer than those without purpose.
Progress happens one step at a time-houses built brick by brick, games won play by play. Eric Sevareid's "next mile" principle saved him during a grueling jungle trek and later helped him write books by focusing only on the next paragraph. The step-by-step method works for everything from quitting smoking to achieving career goals. To implement this approach, create a thirty-day improvement guide with specific actions to break bad habits, acquire good ones, increase your value at work and home, and sharpen your mind.
The biggest investment isn't in stocks or property, but in yourself. Invest in education-not just diplomas, but real mind development. Get a clear fix on where you want to go in ten years. Write out your ten-year plan across all life areas. Surrender yourself to your desires and let your major goal be your automatic pilot. Achieve your goal one step at a time, build thirty-day goals, take detours in stride, and invest in yourself through education and idea starters. Remember: day-by-day effort pays off.
12장
Leadership Thinking: Influencing Others to Achieve
Success and leadership ability go hand in hand. To achieve high-level success requires the support and cooperation of others, which demands leadership skills. Four essential leadership principles can help influence people in any setting-from the executive suite to the home.
First, trade minds with the people you want to influence. To influence others effectively, see things through their eyes. Ted, a TV copywriter, failed because he created commercials that pleased him personally rather than appealing to the target audience. When you trade minds with others-whether they're customers, employees, voters, or family members-you discover how to move them to action. Always ask: "What would I think of this if I exchanged places with the other person?"
Second, think: what is the human way to handle this? Three leadership approaches exist: the dictator (who makes unilateral decisions and fears losing face), the cold rule-book operator (who treats people like machines), and the "be-human" approach that brings tremendous success. John S., an engineering executive, exemplified this human approach-helping newcomers find housing, arranging birthday celebrations, accommodating religious observances, showing concern during illness, and even helping dismissed employees find better-suited positions. His philosophy: "Whoever is under a man's power is under his protection, too."
Third, think progress, believe in progress, push for progress. Leaders who stand for progress get promotions. Real leaders are scarce, while status-quo defenders are plentiful. To develop a progressive outlook: think improvement and maintain high standards in everything you do. When selecting leaders, those who push for change stand out. Like teachers who set different expectations and get dramatically different results from students, leaders determine their group's performance level. When you take leadership, your team immediately adjusts to your example.
Fourth, take time out to confer with yourself and tap your supreme thinking power. Great leaders spend considerable time alone with their thoughts. Religious leaders like Moses, Jesus, Buddha, and Gandhi all practiced solitude. Political figures from FDR to Truman found isolation essential for developing leadership capacity. Successful executives, despite busy schedules, regularly make time for uninterrupted thought. In an experiment, thirteen trainees who spent one hour daily in isolation for two weeks reported remarkable benefits-solving work conflicts, addressing personal problems, and gaining self-understanding. Most significantly, they discovered decisions made in managed solitude were uncannily accurate.
When life's challenges tempt you to think small, remember these specific guides: When little people try to drive you down, refuse to fight (which only reduces you to their size). When self-doubt creeps in, remember that thinking makes it so-look important to feel important. When arguments seem inevitable, ask if the issue truly warrants conflict. When facing defeat, treat setbacks as lessons to propel you forward. When romance falters, focus on your partner's biggest qualities rather than minor flaws. When job progress slows, think "I can do better" to activate your creativity, and remember that putting service first ensures money follows. As Publilius Syrus wrote: "A wise man will be master of his mind, a fool will be its slave."
