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IDEAs – Free BOSS International
Training. Consulting. Project Management
39, Tzvetna gradina Str.,Floor 4, Apt 19, 1421 Sofia - BULGARIA
Tel./Fax +359 (02) 962 3984; Mob. +359 (0) 878 532 629ideasbulgaria@ideas-reality.com;
www.ideas-freeboss.com
Head office in Belgium: Veilinglaan 46, 1861 Meise

Marc De Turck – Founder IDEAs
Marc de Turck is an international business coach, consultant
and trainer, worked for European Commission funded consulting
projects towards governmental institutions in Belgium, Bulgaria,
Surinam, Algeria.
Marc has a Masters in Business Economics and WISE consultant
license in administrative technology of the Hubbard management
System, studied in HCA College of Administration, West Sussex
(Great Britain).
Marc realized consulting projects for KPMG, DHL, COLLIERS
Int., DAEMON and many others. Marc trains, coaches, tests and
manages projects for leaders and innovators in the business,
social, academic and political world. Marc has delivered
workshops on leadership, management and motivation to career
counselors representing 200 000 students in Bulgaria and to
more than 100 university graduates.
Marc has personally coached more than 450 leading companies
in Europe, trained more than 12 000 Government Officials and
Business Leaders and worked on different EU funded projects.
One of his last assignments was that of team leader of a project
modernizing the Bulgarian State Administration and an
equivalent project in Suriname.
Marc has a mission to help leaders in the social, economic and
academic world by providing effective solutions to deal with their
daily problems.

Company “IDEAs – FreeBOSS”
International Consulting Company “IDEAs – FreeBOSS”
(“From idea of a business – to free boss”) has Head Quarters in
Belgium, Brussels. (www.ideas-freeboss.com ), incorporated in 1999 and
has today different Associates throughout Europe and recently in
Suriname.
Today, IDEAS has over 20 associates and is active all around Europe.
Company provides consulting, seminars, trainings, individual coaching
for business owners in the following subjects:
• Strategic consulting
• Goal setting and leadership
• Planning and organization
• Motivation and communication
• Human resources management
• Conflict prevention
• Sales and marketing
• Financial planning
• Investment management
• Security management
• Information technology
• Public relations and affairs

Company “IDEAs – FreeBOSS”
IDEAS International has a wide range of
references
in the following sectors:
• Automotive
• Architecture
• Banking
• Building contracting
• Building materials and tools
• Dental tools, materials
• Distribution
• Electric supply
• Engineering
• Food production and supply
• Gas supply
• Hotels and restaurants
• Insurance
• Interior Design
• International Trade
• ICT
• Leasing and Brokerage
• Renting
• Software
If you would like to have more
information on a specific
industry and/or organization,
please contact us by mail
marcdeturck@ideas-reality.com
.
We will be delighted to show
you letters of recommendation
we have received
from individuals and
companies

Understand and expand
your client base
Drs. Marc J. De Turck
Based on the works of L. Ron Hubbard

The Basics of operation
 Be there
 Look
 Don’t lie

3 Elements of succes
Conviction
Emotions
Behavior

Conditions of existence
DO
HAVE
BE

Сonditions of existence
There are three conditions of
existence
These three conditions comprise
life
They are BE, DO and HAVE
L. Ron Hubbrd, Fundaentals of thought

BE
The condition of being is defined as the
assumption (choosing) of a category of identity.
An example of beingness could be one's own
name.
Another example would be one's profession.

DO
The second condition of existence is doing.
By doing, we mean action, function,
accomplishment, the attainment of goals,
the fulfilling of purpose, or any change of
position in space.

Сonditions of excistence
HAVE
The third condition of existence is havingness.
By havingness we mean owning, possessing,
being capable of commanding, positioning,
taking charge of objects, energies or spaces.

Products and exchange
A product is a finished high quality service or article,
in the hands of the being or group it serves, as an exchange
for a valuable. ….
It's a finished high quality service or article in the hands of
the
consumer as an exchange for a valuable.
In other words it isn't a product at all unless it's exchanged.
Unless it's exchangeable it's not a product at all.
Even the individual has to put his service or article in the
hands of some other staff member before it could be called
a product.
Product is exchange, exchange is product.
L. Ron Hubbard, Management technology defined

Products - Ice cream
 Result of YOU
 Result of Product
 Result of Company
L. Ron Hubbard, Management technology defined

Positioning:
“Old advertising tech is worn out… they have a new tech
called positioning. “This means putting a subject (like
shaving cream) into a relative position with other
products. People only remember, they say, by relating
one thing to another.”
“A position is where you put a product in somebody’s
life or mind and in relation to other products.”
L. Ron Hubbard, Modern Management Technology Defined,
“Positioning” p. 398
*

“Fast communication is most easily done by
comparisons…
“So we get a law which is this:
“THE UNFAMILIAR IS RAPIDLY
INTRODUCED OR
COMMUNICATED BY COMPARING IT TO
A FAMILIAR.”
L. Ron Hubbard, Management Series, Vol. 3
“Marketing Series 5, PR Series 30, Positioning, Philosophic Theory” p. 181-182

POSITIONING, PHILOSOPHIC
THEORY
 “There is an excellent booklet called:
“The Positioning Era” put out by Ries
Cappiello Colwell, Inc., 1212 Avenue of
the Americas, New York, NY 10036,
which has been reprinted and issued as
HCO PL 13 Sept. 88R, Marketing Series
24, THE POSITIONING ERA. It is an
excellent book”. – LRH
 HCO PL 30 January 1979, POSITIONING,
PHILOSOPHIC THEORY

THE POSITIONING ERA
 “The little booklet on this is proved
below – “The Positioning Era,” written
by Jack Trout and Al Ries, published
by
 Ries Cappiello Colwell, Inc., 1212.
 It is a vital tool.” – LRH
 HCO PL 13 Sept. 88R, Marketing Series 24, THE
POSITIONING ERA

1. THE LAW OF LEADERSHIP
 “It’s better to be first than it is to be
better.
 The basic issue in marketing is
creating a category you can be first
in. it’s the law of leadership. It’s better
to be first than it is to be better.”

THE LAW OF LEADERSHIP
 What’s the name of the first person to fly
the Atlantic Ocean solo? Charles
Lindbergh, right? What’s the name of
the second person to fly Atlantic Ocean
solo? Not so easy to answer, is it?
 Niel Armstrong was the first person to
walk on the moon. Who was second?
 George Washington was the first
president of the United States. Who was
second?

2. THE LAW OF THE
CATEGORY
 If you can’t be first in a category, set up
a new category you can be first in.
 The most successful computer company
of the seventies and eighties next to IBM
was Digital Equipment Corporation. IBM
was first in computers. DEC was first in
microcomputers.
 Many other computer companies
became rich and famous by following a
simple principle: If you can’t be first in a
category, set up a new category you can
be first in.

NUMBER TWO STRATEGY
 “Most companies are in the No. 2,3,4
or even worse category. What then?
 “simply stated, the first rule of
positioning is this:
 You can’t compete, head-on against a
company that has a strong,
established position. You can go
around, under or over, but never
head-to-head.”

 The classic example of No. 2 strategy is
AVIS. But many marketing people misread
the AVIV story. They assume the company
was successful because it tried harder.
 Not at all. Avis was successful because it
related itself to the position of Hertz. Avis
preempted the No. 2 position. (if trying harder
were the secret of success, Harold Stassen
would be President.)
 *preempted: to take the place of something else.

 Most marketplaces have room for a
strong No. 2 company provided they
position themselves clearly as an
alternative to the leader…

3. THE LAW OF THE MIND
 It’s better to be first in the mind than to be first
in the marketplace.
 The law of mind follows from the law of
perception. If marketing is a battle of
perception, not product, then the mind takes
precedence over the marketplace.
 For example, IBM wasn’t first in the
marketplace with the mainframe computer. But
thanks to a massive marketing effort, IBM got
into the mind and won the computer battle
early.

4. THE LAW OF PERCEPTION
 Marketing is not a battle of products,
it’s a battle of perceptions.

5. THE LAW OF FOCUS
 The most powerful concept in marketing
is owning a word in the prospect’s mind.
 A company can become incredibly
successful if it can find a way to own a
word in the mind of the prospect. Not a
complicated word. Not an invented one.
The simple are best, words taken right
out of the dictionary.

MARKETING:
“The conceiving and packaging and the
moving of a specific product into public
hands. It means to prepare and take to
and place on the market in such a way
as to obtain maximum potential and
recompense.”
L. Ron Hubbard, Management Series, Vol. 3 p. 174
“Marketing, Promotion and Dissemination Defined”.*

Motivation Scale
Duty highest
Personal conviction
Personal gain
Money lowest
L. Ron hubbard, Motivation scale

Conditions of exchange
1. Rip-off
First consider a group which takes in
money but does not deliver anything in
exchange. This is called rip-off.
2. Partial exchange
The group takes in order or money for
goods and then delivers part of it or a
corrupted version of what was ordered.
L. Ron Hubbard, Finance series 36

Conditions of exchange
3. Fair exchange
One takes in orders and money and one
delivers exactly as was ordered.
4. Exchange in abundance
Here one does not give two for one or free
service but gives something more valuable
than money was received for.
Л. Рон Хаббард, Серрия Финансы 28

The Emotional tone scale
4.0 Enthusiasm
3.3 Strong interest
3.0 Conservatism
2.5 Boredom
2.0 Antagonism
1.5 Anger
1.1 Covert Hostility
1.0 Fear
0.5 Grief
0.05 Apathy
L. Ron Hubbard, The emotional tone scale

4 exact steps
Contact
Handle
Salvage
Bring to understanding
L. Ron Hubbard, Dissem drill

4 exact steps in sales
CONTACT
 Clear and simple
 On a fair
 On a meeting
 In a train, ….
 On holiday
 In a restaurant
 Use tone scale

HANDLE
Handle all antagonism towards YOU
and towards your product and your
company
Control, direct, ….

HANDLE
Interest
Communication
Control
Help
L.Ron Hubbard Precession proces

4 exact steps
Salvage
What does the person need?
Why doe she need this?
How does this have an effect upon him?
What would happen if he wouldn’t get
what he needs?
How long is this going on?
Does he really think he can get it?

Bring to understanding and propose
False objection : is changing
Do not change – come back with
same proposal
Real objection is coming back

4 exact steps
Closing with real objection
1. Understand the objection
2. Find something the person is right and
acknowledge this
3. Wait
4. Come back with your proposal
5. Ask for his solution
Never give a solution, give data.

Conditions and formulas
10
9
8
7
6
5
4
3
2
1
0
W1 W2 W3 W4 W5 W6 W7 W8
Non-existence
1. Find a communication line.
2. Make yourself known.
3. Discover what is needed or wanted.
4. Do, produce and/or present it.
10
9
8
7
6
5
4
3
2
1
0
1 2 3 4 5 6 7 8
L. Ron Hubbard, Ethis, the Condtions formulas

Danger
1. Bypass habits or normal routines.
2. Handle the situation and any danger in it.
3. Assign self a Danger condition.
4. Get in your own personal ethics by
finding what you are doing that is out-ethics
and use self-discipline to correct
it and get honest and straight.
5. Reorganize your life so that the
dangerous situation is not continually
happening to you.
6. Formulate and adopt firm policy that will
hereafter detect and prevent the same
situation from continuing to occur.
10
9
8
7
6
5
4
3
2
1
0
1 2 3 4 5 6 7 8

Emergency
1. Promote. That applies to an organization.
To an individual you had better say
produce.
2. Change your operating basis.
3. Economize.
4. Then prepare to deliver.
5. Part of the condition of Emergency
contains this little line—you have got to
stiffen discipline or you have got to
stiffen ethics.
10
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5
4
3
2
1
0
1 2 3 4 5 6 7 8

Normal
1. The way you maintain an increase is
when you are in a state of Normal
Operation you don’t change
anything.
2. Ethics are very mild, the justice
factor is quite mild, there are no
savage actions taken particularly.
3. When a statistic betters then look it
over carefully and find out what
bettered it, and then do that without
abandoning what you were doing
before.
4. Every time a statistic worsens slightly,
quickly find out why and remedy it.
10
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7
6
5
4
3
2
1
0
1 2 3 4 5 6 7 8

Affluence
1. Economize. Now the first thing you must
do in Affluence is economize and then
make very, very sure that you don’t buy
anything that has any future
commitment to it
2. Pay every bill.
3. Invest the remainder in service facilities;
make it more possible to deliver.
4. Discover what caused the condition of
Affluence and strengthen it.
20
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1
0
1 2 3 4 5 6 7 8

Power
The first law of a condition of Power is don’t
disconnect. You can’t just deny your
connections; what you have got to do is
take ownership and responsibility for your
connections.
2. The first thing you have got to do is make a
record of all of its lines. And that is the only
way you will ever be able to disconnect. So
on a condition of Power the first thing you
have to do is write up your wholepost. You
have made it possible for the next fellow in
to assume the state of Power Change. If
you don’t write up your whole post, you are
going to be stuck with a piece of that post
since time immemorial, and a year or so
later somebody will still be coming to you
asking you about that post which you
occupied.
3. The responsibility is write the thing up and
get it into the hands of the guy who is going
to take care of it.
4. Do all you can to make the post occupiable.
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1
0
1 2 3 4 5 6 7 8

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