Success is a Journey
by Joe Bonura, CSP
Should'a, Could'a, Would'a
- There is no such thing as should'a, could'a, would'a. What you
do now is significant! The only thing between you and the success
that you were born to experience is YOU. As the cartoon character
Pogo said, "We have met the enemy and he is us." Actually, change
that to, "I have met the enemy, and he is ME."
- In his book, Lonely on the Mountain, Louis L'Amour
writes, "There are two kinds of people in this world: those who
wish, and those who will." Those who wish don't seem to get anywhere.
It is those who will, who begin and then accomplish. Do you have
the wish to succeed, or the will to succeed?
Where there is a Will, there is a Way
- If you have the will to succeed, this may motivate you toward
your destiny. And, what is your destiny? If you do not know where
you are going, it is impossible to get there. Another way to say
it is, if you do not know where you are going, you have already
Getting By, Or Getting Ahead
- I was married at 19 years old, and my goal or destiny was to
take home a paycheck each week. Every week I would look to see
if the i's were dotted and the t's were crossed on my paycheck.
I had no other destiny but to make a living and pay the bills.
So that is exactly what I spent my time doing—earning enough money
to get by.
Wake Up and Succeed
- Driving to work one morning, I heard Earl Nightingale on the
radio. He said that I could have, be, or do anything I wanted
in life if I knew what that anything was. Until then, I had no
goal, so he motivated me to consider a profession that excited
- I was fascinated with advertising, so I researched the subject
in the library. The more that I read, the more excited that I
became. I had discovered my Yahoo factor.
I flew solo in an airplane for the first time, and when the plane
touched down on the runway, my exhilaration in completing the
task was a resounding yell of "Yahoo!"
A Reason To Get Out Of Bed
- Once I had a destination, I could turn on my success engine
and focus on the results. I had a reason, besides my paycheck,
to get up in the morning. I was excited and motivated every time
I thought about advertising, so I went back to school to study
marketing. I was on my way to attaining the skills required for
the advertising profession.
Destination + Will = Future
- Setting further goals, I wrote on paper, Bon Advertising Agency,
my commitment to open an advertising agency by the time I was
thirty years old. I was twenty-nine years and nine months old
when I opened Bon Advertising Agency that became the second largest
advertising agency in the state— all because I had a destination
and a will.
The Questions Will Give You The Answer
- You can do the same thing once you know your goal and your Yahoo
factor. Those are the two powerful questions you will answer in
your lifetime. Most people don't succeed because they don't set
goals. Write these two questions on a three-by-five card and carry
them with you for the next thirty days:
- What do I see myself having,
being, or doing ten years from now?
- What is my Yahoo factor?
We Become What We Think About
- I saw myself owning an advertising agency, living in a nice
home, driving a nice car, sending my kids to college, having money
to help others in need. Every time I thought about the outcomes,
my subconscious mind would say, "Yahoo!"
Enjoy The Journey
- Success is a journey, not a destination. When I was 16 years
old, my sister and her husband took me on a trip from New Orleans
to Sacramento. When the trip started, I was very excited about
visiting Sacramento, but I did not realize how much fun I would
have along the way. We stopped at The Alamo, Grand Canyon, Carlsbad
Caverns, The Painted Desert, and I can still remember Flagstaff,
Arizona, where I had the best Mexican food I have ever eaten.
Do What You Love, And You Will Love What You Do
- The same thing was true about my journey to open my advertising
agency. I started out with the goal in mind, but it was the journey
that I really enjoyed. I worked in media sales; I was an ad manager
with General Electric; I became a vice president at an advertising
agency—all before opening my own agency. The journey was incredible.
Bloom Where You Are Planted
- You can also bloom where you are planted. Maybe now is the time
to ask yourself why you are in the career you are in. Do you remember
the thrill of your first day on the job? Why not rekindle that
excitement for what you do? A job will only give back to you what
you put into the job. Read some books on your industry. Consider
your profession from the standpoint of what you do for your customers,
and imagine their lives without your services. Yell "Yahoo!"
every time you get in the car after making a sale.
It's The Real Thing
- If you can't get excited about what you do, move over and allow
someone else, who would love to have your job, to take your position.
Then get a job doing something you really enjoy doing—something
that will make you say "Yahoo!" every morning when
you get out of bed. Your life on earth is not a dress rehearsal—it
is the real thing.
© 2006 Joe Bonura & Associates, Inc.
To see Joe and hear one of his favorite selling tips,
follow this link to a video he created to share with folks who are
interested in making more sales, or finding a job:
Joe Bonura would be pleased for you to reprint the article text
free of charge (non-exclusively), but asks that you include his
name and contact information:
Joe Bonura & Associates, Inc.
407 Landis Lakes Court
Louisville, KY 40245
(502) 553-1746 phone
About Joe Bonura
His background is unique. Joe owned and operated
a highly successful advertising agency for 18 years. During that
time, he found his advertising campaigns were more effective when
he educated his clients in the areas of sales and service. He
conducted training seminars for his clients as added value. Word
spread that Joe was a quality speaker and more and more people
asked him to speak. The demand became so high that he sold the
agency to three of his associates to start his own speaking and
consulting company, Joe Bonura & Associates, Inc.
Joe is past President of the Kentucky Speakers
Association and a Certified Speaking Professional (CSP), a prestigious
designation earned by only 8% of the 3,600 member National Speakers
Association. Joe presently serves on the board of directors of
He is author of the audio learning systems "Three-Dimensional
Selling®" and "Turning Customer Satisfaction Into Customer Excitement®."
He is author of the book Throw the Rabbit—The Ultimate
Approach to Three-Dimensional Selling.
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