See world through their eyes. Guide them to make more of themselves, to do more for their customers, their peers and their employees. Make yourself invaluable by depth and scope of your insights. Touch their hearts and minds and lives.

4. Reinvent yourself continually:

Leverage your assets and your skills. Keep pushing envelope. Whatever you do, do it better tomorrow. Practice everlasting enhancement of your attitudes and actions. Here's a role model for you:

I met Bob in 1984. Then he was a one-man business. He was already undisputed authority, #1 person at doing what he does. He offered his services in USA only.

Every year since then I've watched Bob persistently leverage his assets and skills. He continues to reinvent himself. Today he has a staff of juniors, a newsletter,and an array of different services offered world-wide.

How about you? Start reinventing yourself now. One day soon I may write about you!

5. Rapp & Collins 3 Commandments:

I. Do more than enough. II. Make a passionate commitment to your clients. III. Find unique solutions.

* Here's their theme, repeated throughout their book:

"Have a passion for caring and daring."

Here's a set of 7 actions. Take these actions starting now. Make your career -- and your profits -- soar!

1. Love your clients. 2. Deliver extra value. 3. Build long-term relationships. 4. Reinvent yourself continually. 5. Do more, far more, than enough. 6. Make an all-out, full-bore commitment to your clients. 7. Have a passion for caring and daring.

Beyond Maximarketing by Rapp and Collins is published by McGraw Hill, NY. ISBN 0-070051343-0.

3. Passion: The master speaker is fully involved, totally present-with audience, topic or issue, circumstances, mood, environment, with everything affecting unforgettable experience shaped and molded for this audience and only this audience.

The master speaker shares far more than words and concepts, ideas and recommendations. The master speaker shares values and principles, standards and personal philosophy, from his core, essence, deepest beliefs and ideals.

The master speaker delivers more, far more, than a program. The master speaker creates an experience, a memory, an indelible impression that audience members cannot possibly forget. Like a virus master speaker invades deepest recesses of consciousness of audience, causes neuron firings, synapses, in brains-and positive changes in minds and hearts of everyone present.

The master speaker, with vast empathy for human condition, intensely aware of effect of her presence and words, speaks from soul level. The audience perceives much of real communication subliminally. The array of impressions released is conveyed by master speaker's stance, movements, by look in his eyes, by pregnant pause at just right times. The master speaker engraves memories that cannot ever be erased.

The outcome, when you make yourself a master speaker: Long after audience members forget every word you uttered, every story you told, every one-liner with which you regaled them, every point you made, they cannot forget you.

Burt Dubin, a 20 year veteran of the business of speaking, coaches and mentors speakers and wanna-be's world-wide. For samples of his wisdom, simply go to his web-site, . Down-load some of the 20 FREE articles and 26 FREE newsletters. 1 Speaking Success Road, Kingman, Arizona 86402-6543, USA. Phone 1-800-321-1225. Fax 928-753-7554. E-mail Burt at:

© Copyright Burt Dubin