Mr. McKenney's credo has to be (to paraphrase Dan Kennedy about how to be successful in businss), "look at what all your competition is doing, and do the exact opposite". In addition to being a wonderful follow-up to McKinney's first book "Make It Big", this book gives a virtual roadmap of how to succeed in producing and selling anything, whether it be your own home or a $125 million spec luxury home (McKinney's current project). Those of us who have been around real estate for a few years know that most folks in the business have a couple of bad habits. (1) They are driven by their payday, not the customer's needs, and (2) there are few leaders; most follow the herd into the abyss. McKinney's philosophy is the opposite to the real estate norm. He demands you understand your customer, understand your property, and leave nothing to chance. In fact, this book is a great road map for succeeding in any business or in life. Now-if we can just get the big boys at Chrysler, Ford, and GM to read and understand McKinney's philosophy and execution, there may be an old-line domestic auto manufacturer left in the U.S. If you want improve your business (any type), buy the book new (to support McKinney's Caring House Foundation), and execute like he does.
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