YES! I want Star Principle Essentials!

Your Business Success

[market domination + profit + deal flow + immunity from competition + negotiating power + personal freedom + liberty + financial capacity]

Depends on TWO things

If you nail these TWO, the rest are easy

If you don’t… No matter how great you are at everything else… You don’t stand a chance

Are you even in the right business in the first place? 

The right business may be closer than you think.

Live Kick-Off Session: Wednesday, October 12 @ 12:30PM US Eastern

Register for Star Principle: Activate

Questions about this course? Email [email protected].

Dear Marketing Professional:

I got this yesterday from a software client:

“We turned down a $20 Million offer to buy our company on the 1st…”

He went on to tell me about the negotiations. The minute his deal is signed… he’s set for life.

Last week a young punk bragged to me that he just hit his first $70,000 month – even though he’s in a niche singed with copycats, cannibals and sharks.

He’s 25. Half the age of his clients. Nipping at the heels of a million bucks a year.

This chap is especially fortunate to have exited the “slick technique of the week” conveyor that nearly all marketers ride until their children wheel them into hospice care.

This young man went into a business that thousands go into, but he spun it a different way, making it for all purposes NEW. This is why he…

  • Commands 2-3X higher fees than his rivals
  • Clients are more satisfied and stay longer
  • Has a distinctive identity in his commoditized marketplace
  • His message penetrates the clutter
  • Executes great work without spinning his wheels

So… why does the first guy, who’s around 60, have lifetime security (and he’s not even the owner!) and why is a 25-year-old far ahead of most people twice his age?

Because: Both of them applied Star Principle and SIMPLIFY in their elegant, understated power – and jettisoned the siren song of the never-ending parade of “hacks.” (Which are usually band-aids for businesses that don’t stand a chance in the first place.)

If you embrace and enact these two principles – Being the #1 STAR player in a market growing 10% or more – and SIMPLIFYING your customer’s experience, delivering greater utility than all others, making it a JOY to use… 

…then you don’t have to ‘nail’ the other myriad details of business (sales, marketing, optimization, management, finance, systems, processes, capital). You can be “good enough” and make enviable amounts of money.

You can stop polishing turds.

The shift is so subtle that some people with hundreds of millions, even billions of dollars, still think it was their management acumen and marketing chops that got them where they are… when in fact it was the market itself that propelled them to stardom. Because they created the right conditions, then got swept away in the magic carpet ride. 

Star Principle remains the reason why AT&T, in spite of being the mountain of bureaucracy and incompetence that it is, still RULES large swaths of its market and makes billions of dollars effortlessly.

Ditto the cable companies and banks. (Have you attempted to physically walk into a bank branch and accomplish anything lately? How did it go? “Sorry, we can’t exchange your dollars for euros because Carol is out today. Can you check back next Tuesday?”)

Contrast this to how YOU bend over backward to serve customers. (And earn what you earn.)

My point is: These companies are hotbeds of apathy. They have abysmal customer service and incompetent employees. But in spite of that, because they are or were Star Businesses; because they are or were Simplifiers, they occupy the #1 spot in their market and it’s all but impossible for others to take them out. 

I’m accenting the dark side for a moment to emphasize the raw power of the Star Principle. The wealth it can attain surpasses most peoples’ imagination.

It’s not about how conscientious you are, or even how competent you are. It’s not about your quality or customer service. It is HOW and WHERE you are positioned in your market that determines 80% of your success

If you’re tired of pushing that same old rock up the hill, this helps explain your reluctance and procrastination. Because at some level you know that drilling deeper in the same spot isn’t going to land you the gusher you want.

This is a principle. Not a technique. It will be just as true in the year 2200. And 2300.

If you ignore these two principles, you can have the best sales, marketing, managers, systems, processes, capital… you can l-o-v-e your customers and send them vibrations of happiness from the universe every morning from your Yoga mat…

But violate Star Principle and SIMPLIFY you’ll still fail.

At best you’ll lead a mediocre life playing defense. You’ll make an ordinary income, go to ordinary places, do ordinary things, and reassure yourself it’s really OK.

Are YOU tired of the treadmill yet?

A massive correction is coming circa 2025-2026… and the clock is ticking

Are you frittering your time and resources on things that will not survive the coming flood? Are you optimizing a business or approach that, deep down, you know is never going to pay off?

AT&T / Cable companies / banks prove that if you get Star right, you can survive ‘in spite of…’

There's going to be some kind of "in spite of" dropping on you. Are you prepared for the "in spite ofs" ???

The marketing space is saturated with boys of summer who will gleefully empty your pockets and sell you cosmetically flawless, slender, curvy, lithe, sexy, nubile, brag-to-your-friends addictive tactics and techniques

…which you are forced to discard six months later (after you have spent 6X more money to figure out they’ve stopped working). Then you’re off to the next thing, and the next, and the next.

Most folks will go through five cycles of this between now and the crash, never accomplish anything, and get decimated.

Some people reading these words right now will be living in their car.

Will you be living in your car? Or will you be dining on the French Riviera - and buying assets at fire sale prices from those fleeing the wreckage of a bygone economy?

When you master the RIGHT things in business, you don’t have to re-master, re-learn, or re-hash.

Discover once, apply forever.

8 years ago (!!!) I organized the now legendary Star Seminar with Richard Koch. $7500 per head. 80 primaries in attendance. It wasn’t a marketing seminar so much as a strategic deep dive with one of the world’s eminent equity investors and consultants.

In 2014, Richard was worth $200 million. In 2022 he’s worth $1.4 billion.

= 7X wealth increase in 8 years. 

As a result of our seminar and teaching Star Principle to clients, many Planet Perry members have achieved superstar status:

  • Bob Regnerus and Brandon Boyd transformed a poorly differentiated video business into FeedStories, a video communication powerhouse with enviable reputation, unique identity and processes. It became, for all practical purposes, a much more exciting and fun business, simultaneously easier to sell with longer client retention.
  • Donny Wyatt sold Co-Construct, a home construction project management software, to a Private Equity firm for a handsome sum of money. For years he attracted home builders with Google ads and got them on a weekly webinar and sold them his software one at a time. 
  • Mark McShurley of RoofSimple is heir apparent to the roofing industry. RoofSimple attracts clients like crazy in 95/5 fashion. He transformed a “mundane” roofing business into a firm that has 20 times the Google reviews of every competitor in his market. He built a very specific system for that. He calls it “Review Velocity,” a meticulously crafted engine that did NOT require Venture Capital or angel investors or “If you build it, they will come.” Mark’s balls are not nailed to the office wall of some VC in Palo Alto. He and his partner own the company free and clear. He is expanding from the DC area to nationwide as we speak. He is transforming it into something far better than the sleazy fleabag it largely is today.
  • Casey Graham experienced a radical transformation when I helped him see that a tiny, overlooked “business inside his existing business” had vastly greater potential than the business he was pouring his life into. He sold The Rocket Company for life changing money. Then, after a hiatus, he’s back… with a new venture, Gravy, which is also growing at a tremendous pace.
  • Ed Harycki sold Swift Capital to PayPal for an undisclosed, LARGE sum of money. They would have NEVER bought any of his competitors because none of them were in a business that was desirable in the first place. The key was his re-invention of loans. Nearly every online business on the planet has now seen “Loan Builder.” Ed’s success instantly minted a dozen millionaires. 
  • Because Tom Donald SIMPLIFIED music instruction, the experience of having a music lesson is night-and-day compared to the old. It’s a wonderful business to own and lead. Tom’s live, in-person music instruction business, London Contemporary School of Piano, was assaulted by COVID-19. Within weeks he pivoted online, exploding onto the scene and hitting record numbers. He now occupies a singular space in the music business, commanding much higher fees and attaining a cult following. 
  • Ben Moskel brings previously impossible-to-obtain real estate information to New York real estate investors, planting his flag in a unique space with no direct competition. His innovation is creating a new sub-industry that was impossible before he came along. Investment groups are hunting him down. 
  • Jeff and Beth McCord are king and queen of the Enneagram space, having parlayed their “most popular profile test” early advantage into complete domination of a large subset, creating an economic marketplace and tight culture. They transformed the Enneagram from a geeky personality tool to a vibrant community where coaches can make a satisfying living doing what they love.
  • Rob Koebke is both serial entrepreneur spanning multiple industries and key strategist in a Private Equity firm. He applies Fractal Star Principle to every project. This has issued a string of successes and eliminated 70-90% of dead ends.
  • Megan Macedo Proposition Simplified her own story, appointing herself the “Brené Brown of Marketing” and delivering priceless contributions to the entrepreneur community. This propelled her from being a sort of copywriter / webmaster / marketing advisor to literally becoming a new breed of thought leader that defies all categorization.
  • Tim Francis started Great Assistant, a company that secures Virtual Assistants exclusively for entrepreneurs, placing himself in a Category of One. His business doesn’t resemble any other recruiting company you’ve ever seen. Every day he experiences navigating uncharted waters while making a comfortable income and not feeling threatened by competition. 
  • Ten years ago I showed Michael Strickland of Ship-A-Car-Direct what business he could really be in if he positioned himself properly. The business he started, as originally defined, would have NEVER been as exciting or lucrative as the business we invented. Today he has 6,000 five-star reviews and a position that is unassailable. Michael could have not seized the opportunity and been in the commodity race-to-the-bottom affiliate slug-out that 99% of the rest of the car shipping business was in and is still in. He innovated and the rest were driven into extinction.
  • Scott Marlow built Themeco into one of the biggest WordPress plugins in the world. He then built a web services firm with unsurpassed responsiveness and “I can’t believe how good this is” client satisfaction. On the surface he’s in a heavily commoditized industry with great price sensitivity, but the terms with which he deals with customers are ENTIRELY different from what used to be. Scot enjoys the excitement of a New Frontier.
  • Vladimir Zakharov transformed himself into the #1 Feng Shui consultant in Russia
  • EJ Tahir built one of the most successful orthodontic practices in the Midwest United States - while NEVER having to “chase referral sources” and bow and scrape to other dentists, as nearly all other orthodontists do.
  • James Siwek and his partners sold their software company and parachuted out with life-altering money
  • Shanyn Stewart has transcended 99% of tax accounting firms, commanding tremendous fees and an enviable clientele. Today she personally doesn’t do 90% of the stuff that most accountants or financial advisors do. She has created a space where she can step into a client meeting, walk on water, perform magic and get paid handsomely for it. 
  • Tony DeQuick commands the top of the radiator market for high-performance automobiles. He is immune to the “made in China” downward price pressure.
  • Nancy Slessenger founded a recruiting firm sporting such thorough hiring processes that she boldly makes guarantees that no other cross-industry recruiter in the world can match. The results and satisfaction she gets are utterly unlike the dreary existence most recruiters suffer through.

SIMPLIFYING inherently achieves this. It puts everyone who masters it in new businesses - former paradigms swept away, old perceptions become new. Michael Strickland woke up in a new business very different from the old one in the space of six months. 

RESET YOUR EXPECTATIONS. I am asking you to make an agreement with me: Upon entering this course, you will set aside your notions of “just making my biz a little better” and consider the possibility of doing something entirely new. A likely outcome is that you will still have many of the same customers and tools but something you’ve overlooked suddenly moves from minor focus to major focus - magnetically attracting more customers and money.

A LOT OF PEOPLE ARE HANGING ON TO…. outdated definitions of your business; believing “if I could just get / be a little better, a little more efficient…” and it’s not true. 

Members of Advanced Mastery Network got access to the Star Seminar videos upon joining AMN. Trey Rivera exclaimed: “Perry, those videos are stellar!” Trey, as a result, is creating a business that has zero competition and is more energizing and stimulating to run than any he’s previously been in.

These videos are stunning. All should watch them 3-4 times. (Few will. Most are so busy pursuing the latest hit of crack, they can't be bothered to examine the genuine article.)

But for those ready to dispense with sophomore advice and go for the real stuff, I offer access to Richard’s legendary videos… together with new, state of the art video trainings where I give you the tools and shortcuts I’ve used to propel so many to genuine wealth, luxury lifestyles and semi-stardom… while shedding the shackles of previous mindsets and ways people previously defined their businesses and careers.

In this updated course for Star Principle, I share the latest Star Principle / SIMPLIFY methods, gathered from my experience in the trenches with hundreds of entrepreneurs in New Renaissance Club, Roundtable, Advanced Mastery Network and Private Clients.

I call it Star Principle: Activate.

You will discover:

  • How to create a new market “out of thin air” in as little as hours to no more than a few weeks of pleasant, engaging exploration. 
  • How you can approach the daunting prospect of radically simplifying the customer experience – and a process by which you can crawl, then walk, then run – without borrowing money or making a pact with Satan 
  • Why (and how) 75-90% of companies can build impressive assets WITH MOATS without a second mortgage, or giving away half your company to angel investors, private equity groups or Venture Capitalists.
  • An “X-Ray” for identifying exactly what your customers want to buy; their bleeding neck; their unscratched itch; and as a result they come to you on very different terms - your terms - paying you both more money and more respect.
  • How to assess the growth potential of markets without actual stats or hiring Harvard MBAs – and an exhaustive list of signals that give you GREEN / YELLOW / RED LIGHTS for moving forward. Life as a serial entrepreneur is so much more fun when the odds of failure get cut in half! 
  • An insidious way angel investors, private equity groups and venture capitalists seduce fine entrepreneurs into death traps - and the warning signs
  • A double-deep-dive on SIMPLIFYING that will grant you the ability to recognize it any time, anywhere- and learn from it on-the-go much the same way “Marketing Maniacs” notice great marketers everywhere they go. This is a recipe for a business life that’s far more interesting and less frustrating.

If you’ve been in Planet Perry for a while, you’ve heard me talk about Star Principle and Simplify. I hope you’ve read Richard’s books as well. This will go beyond that - after years of working with clients and helping them make hundreds of millions of dollars I’ve simplified SIMPLIFY to a degree previously unachieved. 

After these sessions you will recognize these two principles everywhere you look. You’ll have unequaled ability to act on this information. 

This affects not only your core business but also where you invest your money outside your business. My kids, ages 11-25, even have a private chat group where they discuss Star investments with their stock portfolios. My kids understand 80/20 AND Star Principle AND Simplify. 

Do yours? 

I will take you through brand new exercises that serve as new windows of opportunity, new doors you can step through.

If you’ve purchased Rosetta Stone, Rosetta Stone Activate, New Renaissance membership, Roundtable or any of my other programs - even if you already own the Star videos - this will advance your game. Only members of Advanced Mastery Network likely already have this material under their belts. All others should join. You should join now because seconds after your payment is made, you’ll have access to Richard’s spectacular videos.

Star Principle: Activate includes:

  • Live kick-off session with David Nadler & me on Wednesday, October 12 @ 12:30PM US Eastern (11:30AM Central | 9:30AM Pacific | 5:30PM London BST | 13 Oct. @ 3:30AM Sydney AEDT)
  • Three update videos with me
  • Streaming access to the Star Principle Essentials videos (includes MP3 downloads)
  • PDF transcript of the Star Principle Essentials sessions

All for $2999.

Available discounts...

$500 off for new members of New Renaissance 12.

$1,000 off for existing members of New Renaissance 12.


$1,500 off for past buyers of any of the following:

  • Advanced Mastery Network
  • Star Principle Seminar
  • Star Principle Collection
  • Star Principle Essentials
Register Here

Questions about this course? Email [email protected].

In October 2013, I came home from a speaking engagement in Mexico. Laura and I headed out for dinner.

“So where are you going next?” she asked.

“Nowhere,” I replied. No major trips on the calendar.

“You have to go somewhere,” she answers.

“I do?”

“Sure. You gotta go somewhere. Where could you go?”

My mind spins for a minute. “Well, Richard Koch once mentioned I was welcome to come visit him in Cape Town or Gibraltar or Spain and stay at his guest house.”

Richard Koch (his last name rhymes with “Gosh”) is the author of the million-copy selling classic The 80/20 Principle, which transformed my thinking more than any other business book I’ve ever read. Reading that book was every bit as important as meeting Dan Kennedy and Ken McCarthy. In fact, Ken's the guy who turned me on to him. Richard and I had become friends and he was gracious enough to write the foreword for my own book 80/20 Sales and Marketing.

Laura says, “You mean you’ve got an invitation to go hang out with a guy who’s worth two hundred million dollars… and you haven’t done it yet?

“What on earth are you waiting for? Go!
Buy the plane tickets and GO!”

Dang. I guess I’m going to go see Richard now.

Laura has a 25-year history of nudging me to make pivotal moves. Like quit my job and start Perry S. Marshall and Associates right after September 11, 2001, for example.

A week later, I’m all booked for a trip to Portugal (Richard owns a home there too) with a stopover in Ireland on the way.

It was the first week of December. I finished a solitary Irish retreat, driving through the breathtaking Conor Pass on the way out of County Kerry. I visited my friends Terry and Gerri, then headed to the Algarve in Portugal.

richard-perryRichard picked me up at the airport and we spent three days together. His home is situated about two miles out from the water. The sparkling Atlantic is clearly visible from his rooftop. The Mediterranean is just a little further down the strip. He has a 1,000 year old Olive tree in his front yard, and a guest house just a few steps away from the main place.

Richard is a “tax exile.” He’s chosen to live in countries where the taxes are low and the weather is warm, not rainy and dreary. Preferring NOT to give 30% of his capital gains to the British Government each year, he’s learned a thing or two about asset protection and tax strategy. He knows where to invest money.

For several days, we spent stretches of time together both in the morning and the late afternoon, eating lunch on his sunny patio.

Over the Last 30 Years, He’s Applied 80/20 and Focused His Efforts on Nineteen Select Firms.

Please notice what I just said.

Not 190. 19.

And when I say he’s applied 80/20, he hasn’t just, like, read a book and found some shortcuts. Or even merely written “the” book and taken his own advice. Richard has lived, breathed and multiplied 80/20 for decades.


Scarcely more than a few people reading this can fully appreciate what that really means.

Half the companies Richard’s invested in have gone on to be tremendously successful, selling for many times what they were originally worth. Half his investments have grown 5X to 50X their size when he bought in.

This is how Richard Koch has grown his net worth from $5 million in 1990 to $1.4 billion in 2022.

Richard’s asset base has grown an average of 19.7% per year for more than two decades. The money has been multiplied 320 times. (And the growth rate and multiple are an understatement, because Richard has given away substantial sums along the way.)

Warren Buffett became the world’s richest person, by growing his assets at 20.3% per year, over a longer period of time.

How is it that Richard can consistently beat the market by double digits every year, year after year? How does he attain results within spitting distance of Buffett and the world's richest billionaires?

He’s not a mutual fund manager.

He’s not a corporate analyst.

He’s not a mathematician. He doesn’t know how to use an Excel spreadsheet. He doesn’t have a splay of six computer monitors with charts and market data blaring at him every day. He does all his sums by hand, using an antique HP-16C calculator (he can calculate compound interest and IRRs). He says the only way to truly understand what is going on is to keep the model so simple that he can calculate it.


When a Venture Capitalist (“VC”) invests in TEN companies, they expect seven to go belly up, two to do OK and one to explode 10X. VC’s are the fraternity that gave birth to Facebook and Google. Those guys make billions of dollars this way.

Even the best are lucky to bat 10%.

Yet, Richard has invested in only sixteen and hit paydirt – serious paydirt – on eight. Way too many to ascribe to luck.

So here’s the question I have for you today:

How is it Possible that Richard Koch Bats 50% When Most Venture Capital Firms are Delighted to Bat 5-10%?

And that’s not all. Cuz the icing on the cake is:

Richard Spends at Most 1-2 Hours per Day Working on His Business.

That’s it. He spends the rest of the day doing what he wants. He does not stress and obsess about his fortunes day and night the way a lot of “retired” people do.

I was there – I witnessed it firsthand.

Here’s how we spent our day:

We would meet for breakfast and mastermind together from 9am until 11am every day. Richard would get up at about 7:30 and he would spend the 8am to 9am hour working his business. Checking up on the progress of his “darlings,” advising directors and CEOs and scoping out new opportunities.

Then at 9, we sat down together and talked. Our conversations ranged far and wide. We consulted each other.

Then, at 11am, he did what he does every day: he went for a three-hour bike ride. (He’s 63 and handsomely fit, thank you very much.)

At 2pm, he returned. We ate lunch together and then he spent three hours writing. Richard writes a lot. Writing is his pleasure, his contribution to the world.

Then at 5, we would go for a walk with his beloved dog, either on the trails around his house or on the beach. And around 8:30 we would have dinner.

This Was When I Really Began to Understand the Scope of What Richard has Achieved.

Richard Rank Detail

In 2014 the Sunday Times of London ranked Richard at #568 on Britain’s 1000 wealthiest people list, citing his net worth as 163 million British Pounds, or 274 million US Dollars.

Britains Richest 1K neighbors

Richard’s “neighbors” include Beatles drummer Ringo Starr.

Britains Richest 1K

The Sunday Times categorizes Richard in “gambling” because of his stake in Betfair, but most of Richard's fortune is invested in other online businesses, and he's also had major successes from restaurants, manufacturing, beverages and finance.

In 2016, his net worth was $373 million. $150 million growth in 2 years.

Let me give you an idea of Richard’s story – which he relates in bits and pieces in his many books.

Richard started out in corporate consulting. He did stints at both Boston Consulting Group (“BCG”) and Bain Consulting, the company Mitt Romney is associated with. Though his time at those companies was frustrating and not outrageously successful (he quit before they could throw him out at BCG), he absorbed a tremendous amount of knowledge and insight from BCG’s founder Bruce Henderson, as well as Bill Bain.

He left and formed another consulting firm, LEK, with two ex-Bain colleagues. LEK was enormously successful, because Richard combined the wisdom and experience of Bain and BCG with a completely new niche and business model, and smart partners.

LEK prospered and Richard sold his stake in the company for six million pounds. LEK is very well known in the corporate management consulting business today.

What People Are Saying...

"This was the kind of information that nobody else in our world is talking about.

It’s exponential. It’s all about really positioning yourself and making your life easier, while at the same time, having a bigger impact in the world...

I highly encourage you to invest in this, because this’ll totally change your paradigm in ways that nothing else in our market will."

- Teddy Garcia,, North Carolina

"This will change how we ask all of our questions going forward. And the answers to the questions that we ask ourselves are probably going to increase our revenue 10 times."

- Adam Libman, Los Angeles California

"While most conferences talk about marketing and marketing your business, this focused on what type of business you should build to market.

And while there’s all kinds of seminars about working less, this focused on exactly what you should be doing to have a much greater impact in less time."

- Robert Skrob,, Tampa Florida

"What Richard and Perry talked about was a complete paradigm shift and made me realize that we don’t need more ideas - we know everything we need to know - we’re just not putting our focus in the right area.
And they shared a formula for achieving breakthroughs in your business and your market that are locked away in your head. They show you how to unlock that stuff and be in a position where you don’t have to worry about the competition because no one else is thinking like this.

So, if you get a chance to get your hands on this material at all, I recommend it more highly than any seminar I’ve ever been to before."

- Megan Macedo, The Business of Self Disclosure, London

"This seminar just blew my mind. I’ve been in the business 25 years. I’ve been learning from all the greats. I’ve learned so many different disparate things.

And what this event did, is it connected everything together – everything I've been doing for the past 25 years. All kids of things that have kind of been percolating in my brain for years – this gave me greater clarity on everything.

I also discovered that I was making a very big mistake I my own business, which I'm now going to rectify thanks to what I learned here."

- Paris Lampropoulos, World Renowned Copywriter, New Jersey

"I go to a lot of trainings. I have coached with some of the greatest, top-of-the-line coaches in the world for the last 20 years.

And I’ve got to say that this event was amazing. I can’t recommend it highly enough. You need to get this if you’re interested in having a business that’s going to smoke the competition – leave everybody in the dust by creating your own niche and being number one in that niche."

- Scott Keffer, Pennsylvania

"This seminar I was on the fence. I didn’t know- either it’d be really good or it’d be terrible. And it was actually fantastic. I have not heard from anyone else, the stuff that you get from Perry and Richard Koch."

- Rich Jacobs, Austin Texas

"What Perry’s brought to the table with Richard Koch is confronting, mind-bending, inspirational, and makes me think how can I 10X, 100X my business? Not just through techniques, and checklists, and new things to do, but new ways to think, to reformat, to reposition the business so I can grow to -and remain- number one in the category."

- Ari Galper, Unlock the Game, Sydney, Australia

"I’ve been a huge Richard Koch fan for years. I’ve read most of his books. And honestly, I was kind of wondering if there was going to be a lot of new stuff that I was going to learn?

And I'm happy to say that there was a lot. He really went deeper on a lot of the topics. There are a lot of new nuances that I came away with that made the seminar extremely valuable.

So, if you’re thinking of buying the videos, I would say definitely do it, because this is material that could absolutely change your business and change your life."

- Bill Harrison,, Philadelphia Pennsylvania

"We have a company that is going to grow exponentially regardless, but it’s going to grow much faster with these principles. So, anybody that missed the event, you really missed something big.

But, I know that Perry’s going to provide this as a product. Definitely get it because it is worth it’s weight in gold and 10 times that. I don’t get any commissions for selling this event, and I don’t need it. I got so much value from just even the first day was amazing. There were breakthroughs every single day – very gentle, very straight up, simple, clear and concise."

- Ian Clarke, Activation Products, Cabourg, Ontario, Canada

"Koch certainly doesn't disappoint. He uses established scientific principles and theories to simplify and explain the complex world of business, and it's magnificent. You’ll learn a hell of a lot about business, but you'll learn a hell of a lot about science, too."

- Dane Cobain, Writer
High Wycombe, United Kingdom

Pick up The Natural Laws of Business by Richard Koch. This intriguing book by the author of The 80/20 Principle applies scientific insight in physics, natural sciences and economics toward business success. Its result? A thought-provoking book that exercises the brain and limbers the innovation muscle.

- Sharon Secor, Freelance Writer
Fresno, CA

Living the 80/20 Way offers readers a shortcut to their personal destinations by presenting the questions that need to be asked along the way and providing a philosophy that can be applied to each step. By emphasizing focus and enjoyment while discussing work and success, Koch presents a road map that can help anyone get farther on his or her personal journey to success in business, life and relationships.

- Michael Koscec, Author & Manager
Toronto, Canada
Employee Survey Toolkit

The 80/20 principle will help you: Put in fewer hours, yet never be short of time, learn to focus on the issues that really matter, achieve exceptional results by working less, and feel successful everyday.

- Dr. Manish Dave, Retina & Eye Surgeon
Mumbai, India

I am a Principal in the energy practice at BCG. I have learned more about business from your books than from 10 years at BCG.

- Arie Sam, Principal, The Boston Consulting Group, London, UK

I just want to convey my gratitude to you for writing your books on the 80/20 Principle. I worked myself to the bone for much of my career and my reward was to have my position eliminated Aug. 2012. This was in the third year of battling to keep my wife from dying of cancer. I usually stayed late at my jobs and came in on weekends. One night my wife called me at midnight on a Sunday when I was in the office with my desk piled with papers. It was hellish.

The 80/20 Principle is a whole new way of looking at life and work. It has literally helped to save my sanity during a tremendously stressful time, and kept me from even considering going back into that hell hole. The psychological weight off my back just from having a different way of looking at life and work is wonderful.

I plan on selling off many of my books because I see that what’s important isn’t knowing hundreds or thousands of facts or strategies, but internalizing and using an 80/20 handful of principles and a few marketable skills.

Again, many thanks.

- Carl Borja Nelson, Guam, USA

Already you’ve revealed brilliant insights that I know have saved me from a lifetime of hard labour and frustration. THANK YOU!

Like you advised in “Living the 80/20 Way”, I’ve learned how to sell face to face and have since collected cheques worth more than 2x my previous weekly salary as a lawyer in just 30 minutes. That was a nice ‘ahar moment’.

- Rohan Thompson, Sydney, Australia

I re-read your book “The 80/20 Principle” and found multiple uses for my organization both in terms of identifying the biggest business building interventions as well as coaching people to work less hard and focus on a few things that really matter. On a broader scale, my company is looking to better adapt the organization to make the right priority choices, flow to the work that matters most (the vital few) and identify the best skill profile / people who would do well in such an environment. The Consumer and Market Knowledge Department…with our previous re-design, we have tried to develop more of a flow to the biggest business building interventions set-up and mindset, and while we have made progress, we believe we can do more in this area.

- Stefanie Parsons, Associate Director Consumer & Market Knowledge, Procter & Gamble Europe S.A., Lancy, Switzerland

About five years ago I purchased a copy of the 80/20 principle. At the time I had been struggling with work/life balance (too much work, not enough life) and your book gave me the context I needed to make my company successful enough that I could generate passive income. I owned a literary agency and a book packager and realized that I made more money in the 20% of the time I devoted to managing other agents and employees rather than the 80% of sales I was making myself. It seems so obvious now, but at the time your book was more than enlightening.

Since then I’ve been working with other entrepreneurs in similar positions; working harder and harder to less (less time with their families, less time with the parts of their jobs that they were so passionate about). I help them streamline their business lives to match their goals and not let their business lives take over.

- Nadia Cornier, Allentown, PA

Living the 80/20 Way profoundly changed the way I approach my life. After reading your book, these are some of the changes I made:

  • For years I was stuck in a dead end marriage, and I ended up getting divorced. This was the best decision for both of us and we parted as friends
  • I reduced the number of consulting clients I work with, and now only work with a few high paying clients that I really like (as opposed to being a slave to my business and my clients)
  • As a result I have an enormous amount of discretionary time and head space that I never had before and most of my friends are quite envious about my relaxed pace of living
  • I revived a few passions like fly fishing, exercise and travel and can honestly say my quality of life has improved significantly as a result
  • The friends and acquaintances I invest in has also changed based on your suggestions, again, with tremendous positive benefit
  • The list goes on

I have never had more clarity in my life, and in part, I have you to thank for it. So thank you.

- Niel Malan, CEO of Leverage Global

Where in Spain or Portugal can I meet other like-minded entrepreneurial types so stimulation is still around me? When you cut out so much of the time-zapping crap, it can get lonely at times because we feel like an anomaly not doing the regular 9-5 as the vast majority. I do think we are awash with time for the most part.

- Pablo Kuntz, Founder, Unique Japan

I found your book at a small bookstore in Clifton, OH. I became a full time entrepreneur in 2004.

Because of your work I am truly living the life of a “lazy entrepreneur”. My net worth it almost 10M and my goal of owning 5 companies with each one having annual revenues of at least 10M(US) in sales is being realized.

- Bryan Wilson, Full Time Entrepreneur, Ohio

I’m an actor/writer and live and work in New York. One thing that has been of immense help to me is to evaluate the types of jobs I’ve worked on before and determine what was my best 20% and pursue more roles like these.

- Atticus Cain, Actor, New York

I am applying many of the principles you wrote about in The 80/20 Individual. I outsource many of the ways my messages/products get to my customers. I hire excellent people who own their own businesses, so I don’t have any employees. I believe that my business, a sole proprietorship, will become the equivalent of a multi-million dollar corporation.

- Mujiba, Camden, NJ, Author

Living the 80/20 Way has to be one of the clearest and most inspirational success and self-help books. I am a photographer and lecturer in photography, and with the help of the book I have defined a more clear destination for myself.

- Damian Drohan, Cork, Ireland

I was President/CEO of a computer consulting firm from 1993-2003 in Kansas City. I read your book ‘The 80/20 Principle’ a couple of years ago and wish I’d used your principles during those ten years.

I am now VP of Sales for a company called PowerCore, Inc. We use the 80/20 principles to show organizations how to unify a message across the enterprise.

- Daniel O’Boyle, VP of Sales, PowerCore, Inc., Lenexa, KS

I am employed with Standard Chartered Bank as a Collections executive managing a team of 35 people. Your book and concept have helped me shape my career in the bank and also turn around a business that was ailing. Right now we have been elected as a top performing collections team with minimum delinquency credit portfolio in the country. I am tempted to say you and your idea changed my life.

- Somraj Dutta, Center Manager –CCPL, Standard Chartered Bank, India

In Dec. 2001, I read your book the 80/20 Principle. Since then, your ideas have helped me lead a simpler yet richer life. For example:

  • I own fewer pieces of clothing (if 20% of your clothes get used 80% of the time, it makes sense to only keep that 20%).
  • I have only 8 full time employees in my business.
  • I try to spend my time on the most value creating activities (such as doing customer and user interviews to validate our ideas).

- Vikram Narayan, CEO, BookBuzzr, India

I am an attorney who has worked at two large international law firms for over four years. I struggled with constantly feeling like I have too much to do and not enough time to do it. I also saw little opportunity for advancement in my legal career.

Since reading your book I have made a conscious effort to think the 80/20 way about everything, resulting in less stress, more productivity, and better long-term prospects.

- Doug Britt, Raleigh, NC

Thank you for helping me better allocate my time!

- Matt Gambino, Professional Speaker and Trainer, Boston, MA

I read your book the 80/20 Principle when I was 20. The Happiness chapter changed my focus on how to live my live for the better.

- Elizabeth Boylan, Creative Director, Vector Bloom Technologies, British Columbia, Canada

Your honesty speaks volumes. Your book is in the process of revolutionizing my life. You have opened up a whole new way of goal setting.

- Warwick Marsh, Wollongong, Australia, Dad4Kids Fatherhood Foundation

Your book had a profound effect in my life. Having gone through many ups and owns, I realized what I was doing wrong and made significant steps to correct the mistakes by using the 80/20 Principle.

- Jayadeep Purushothaman, Bangalore, India

Your original 80/20 book is for me one of the primary books that fundamentally changed how I did business, the way I thought and acquired stock.

- Adam Shaw

I have always loved the ‘80/20 principle’ and used it over 20 years ago when working as an accountant to work out customer profitability. Your book on the topic is my all-time favourite business read.

- Neil O’Brien, Quantum Business Solutions, Ireland

I view you as one of the pre-eminent thought leaders in leadership and high performance.

- Simon Reynolds, Chairman of OMG, Australia, Author of “Why People Fail”

I have read with great interest and curiosity The 80/20 Principle as well as Living the 80/20 Way. My wife and I decided to incorporate the principles you are teaching into our children’s curriculum. I can envision that “Less is More” will eventually be taught at many public and private schools. It is immensely valuable for today’s generations and generations to come.

- Hansueli Overturf, Winterthur, Switzerland

After the sale of the company, and after taxes, other commitments, gifts, and buying property, Richard had three million pounds – five million dollars – left to invest. He started investing in 1991.

At that point, he became a private equity investor. He used the experience and acumen he’d acquired in his consulting years to precisely define:

  • What kind of companies to invest in
  • Which niches to pursue
  • Growth strategy for those companies
  • Finance strategy
  • Management (Richard’s philosophy of management is that it’s a mistake to begin with. “Managing” in his view is the corporate equivalent of retirement. As in, you usually die 18 months later.)
  • When you should get in
  • When you should get out

Richard began taking equity positions in small companies.

This guy spends 1 hour a day running his business and 3-4 hours a day being a Renaissance Man. Rides his bike and plays “stick” with his dog. (By the way, the dog is a brilliant swimmer.)

This man is living the dream!

In fact, I call my membership “Renaissance Club” because that’s my dream – to be a Renaissance Man.

Richard is not in a squirrel cage.

He’s worth 10X more than any other business mentor I’ve ever had.

Nowadays, he grows his net worth 20-30% a year. In fact, he achieved his ambition to be a “British Billionaire” – to be worth a billion British pounds.

He plays outdoors five hours a day and thinks really, really hard about big, deep questions.

But that’s not all.

Richard pointed to one title and said, “This is the book I’m most proud of. It’s called The Natural Laws of Business. It draws parallels between all the major scientific laws and their equivalents in business – evolution, mathematics, quantum mechanics and so on. Because I am always in search of the deep, deep principle that unifies everything and makes the complicated simple.”

I crack it open. I flip to page seven and I notice he’s talking about Gödel’s Incompleteness Theorem. My goodness, it’s one of the most important discoveries in mathematics. Gödel’s theorem proves that no system can understand its own self, or confirm its own assumptions. It has earth shattering implications for all branches of knowledge. With direct application to business of course. It helps you identify your own assumptions with such ease.

Besides me, the ONLY business author I’d ever heard talk about Gödel was Dan Sullivan. If you know Dan you know he’s one of the sharpest people breathing oxygen today. I have an article about it on my website, and here Richard is talking about it in the first 10 pages.

My mind flashes back to the epiphany I had on page 14 of his original 80/20 book. This is my kind of guy!

But that’s not all. Another book arrested my attention: Suicide of the West.

“What’s this about?”

“It defines the six pillars of Western Civilization, THE six principles that made the West more powerful, more prosperous and more peaceful than any other civilization in the history of earth. It’s about what those ideals are, where they came from, and the forces and prejudices that threaten our survival. I am concerned that we are tossing our treasures into a cultural landfill. That is why I wrote this book.”

I started reading it early the very next morning and finished it before I got home. I was tremendously impressed. The most tidy summary of what makes our civilization tick I have ever seen. Flat out elegant.

I want to write books like this.

I want my business to thrive with an absolute minimum diet of precision attention and focus, like Richard’s does.

As Richard’s guest, I was grateful for the opportunity. I might have consulted him more during our time together than he consulted me.

I'm Not Going To Pretend...

When I was in Amway I observed that the top dogs, the Diamonds, were extremely adept at making themselves look like very very ordinary blokes, who had somehow managed to stumble onto the greatest business opportunity in the history of planet earth. Being "relatable" and not seeming any more talented, any more gifted than anybody else, but in fact seeming less so... they had that down to a science.

I call it "letting people catch you with your finger up your nose on purpose."

Like one guy presented himself as a "roofer." Actually, he wasn't a roofer, he was a Dale Carnegie course instructor who'd been a salesman for a roofing company. And this guy was razor sharp. His 'Emotional IQ' was off the charts.

Yet, he was very good at seeming like everyman. He dumbed himself down to make it appear that "Anybody can do it." Even though only a microscopic percentage of people actually accomplished anything in Amway.

To a lesser degree, most people who sell business advice play this same game.

Well, I'm not going to play that game. Richard, for all I know, might be way smarter than you. He might live in a stratosphere that seems vastly out of your league. Now all of that may or may not be true, but I'm certainly not going to dumb the guy down. He really is brilliant.

But here's what I do know:

Nobody has to be an Einstein genius in order to SIMPLIFY. You just need to get out of your own way and find someone who can teach you the STRATEGY and priority and mindset behind the simplification. And that is precisely what Richard can do for you. That's because...

Richard's world is not more complex than yours. It is simpler!

That is why you are working too hard. You are chasing too many rabbits. Chase two rabbits, catch zero. Most people reading this are chasing ten.

Bad strategy.

I know that YOU can make world-shifting discoveries that simplify your life and give you more EQUITY at the end of the day.

Why Aren’t You More Famous?”

Even though his 80/20 book sold a million copies, other titles are virtually unknown. Richard has zero interest in attempting to become the next Facebook or Twitter business socialite.

We talked at length about his books and his ambitions. He insists Venture Capitalists are under-rated because they have made some of the world’s biggest success stories of the last 20 years possible. Google and Facebook for example. He says they need to raise their standing in the world.

He wondered aloud: “Why doesn’t Great Britain have an Apple or Google or Facebook or a Microsoft? Britain has the resources. She has the people and education level and the talent. I hope to somehow inspire or empower some entrepreneur to create the next British Apple.”

Most of all, Richard wants to inspire and empower entrepreneurs, wherever they hail from.

Richard has made his money not by investing in big companies but by investing in savvy entrepreneurs and great ideas.

That's because huge growth numbers only come from big companies while they're still small.

And guess what:

Richard liked the idea of doing a seminar!

We had already been kicking this around for quite some time, but I'd never felt satisfied that we had the right idea. Our original approach was an “80/20 Seminar.” But I already did one of those years ago. And even though we have certainly not said all that could be said, we’ve put a lot out there. Richard had already been banging the 80/20 drum for a long time anyway. He’s moved on to more advanced ideas.

But Why Would Richard Even Want to do A Seminar in the First Place?

There’s not a lecture hall on earth that’s actually in his pay grade. The top keynotes in the world – former presidents and Nelson Mandela grade guys – command $250,000 per speech. Considering they have to board an airplane and stay in a hotel, they’re only probably making $25,000 an hour. Richard makes $100,000 an hour for at least one hour every day. Plus he doesn’t enjoy traveling.

(By the way… a big reason why universities give people honorary degrees is to avoid paying their huge fees when they want a notorious commencement speaker. If you want to get an honorary doctorate someday, raise your rates.)

Why on earth would Richard want to do a seminar?

Several reasons, actually.

Books don’t pay either, but he still enjoys writing them. It’s part of who he is. Don’t get me wrong, he’s not interested in working for free. But he is concerned about legacy.

If you read his book Suicide of the West, you know he’s also concerned about the future. OUR future. He also loves knowledge and insight – especially the kind you get when you bring the smartest people from all over the world together in a room.

There are other reasons beyond those intangibles:

  • His agent and publishers have been urging him to do this for some time. Live events create vital visibility for authors. I believe Richard should be a lot more famous than he is.
  • A seminar is an unparalleled talent magnet. Richard knows that 1-5% of the people who come to a seminar like this have tremendous potential for investment and future working relationships.
  • Richard and his New Zealand colleague Geoff Vautier have long dreamed of building an 80/20 community. Not just some online discussion board, but an active, living, thriving network and brotherhood.
  • A seminar fosters tremendous conversations and networking. Billion dollar businesses may be born in the bar over rounds of Guinness.
  • A partnership between himself Richard and me Perry – two passionate 80/20 guys who believe in d-e-e-p principles and the elegance of simple truths – could be wildly productive. We hail from different generations and different cultures, but we share so much in common, it’s downright scary.
  • Fascinating things happen whenever you bridge two worlds. What happens when Richard’s British reserve, corporate track record, consulting acumen and financial consulting ability meet the youthful, ambitious, daring start-up spirit and marketing precision of Planet Perry?

We decided on a two-part conference, and we held it at the Hilton near Navy Pier in downtown Chicago. Here's what we put together.

Day 1: Richard’s “60 to 20 Liberation Formula” - The 80/20 approach that anyone can use to cut their labor from 60 hours a week down to 20. This is Richard’s 80/20 Philosophy of Time.

I did an 80/20 seminar 5 years before, but this new information is vital because Richard has never presented this in its entirety anywhere in public. There is nothing like immersing yourself in 80/20 Time for 24 hours.

If Richard can grow his $200 million 30% per year working 1-2 hours a day, you can make what you make, or more, cutting your hours in half.

You Don’t Need Money to do This. You Just Need THE STRATEGY.

Richard delivers not only the tools and the techniques but the MINDSET that will transform your habits, your work, and your environment so that the ONE thing you choose to focus on each day gets accomplished and thus merits you taking the rest of the day off, if you so choose.

You’ve been to plenty o' seminars. But nobody who’s worth a hefty fraction of a billion dollars has actually taken you inside his head. Ever. This is unlike anything that has ever come before. And again, you don’t need to have Big Money or Big Resources. Heck, you could be a sales guy on commission and just this one day will transform your entire existence.

The knowledge, habits, tools, mindset and OPPORTUNITY FILTERS you need to build a SUCCESSFUL CAREER into a

Before Richard founded LEK, he owned nothing but the ideas in his head. He was just like a million other sales guys or consultants who say to themselves, “I’ve done OK so far, and I live better than most. But it’s uninspiring and I’m still banging around in this squirrel cage. I know I can do better than this!”

Richard said to himself, “I’ve watched Bruce Henderson come in and out of his office impeccably dressed, take a few phone calls and enjoy long leisurely lunches with seemingly not a care in the world, while everyone under him hustles 60-70 hours a week – and I’m tired of working 60-70 hours a week. I wanna be like Bruce.

“In fact, I am GOING to be like Bruce. I am going to figure out how it’s done.”

He took ruthless stock of what was working, and what was not working in his own life, and he became a ferociously devout student of great men, brilliant geniuses.

As "Ivy League" as many of the consultants at Bain and BCG were, few were astute enough to learn the secret work habits, attitudes and opportunity filters of their own bosses.

But Richard was.

That’s why he’s worth well over $1 billion today.

What You Get From This Seminar

  • A state of the art treatment of his absolutely killer STAR PRINCIPLE. This is the strategy he uses to bat 50% where most Venture Capitalists bat 10%. He will explain the system, but updated, streamlined and refined based on the additional 5 years of experience (and $100 million of net worth) that he's accumulated since his book of the same title was sent to the printer.
  • Richard's concept of DISRUPTION which has three components: Disruptive Simplification, Disruptive Sophistication, and Disruptive Optimization. Most people probably have a vague idea of how these three concepts can work; but almost nobody realizes how to approach markets and businesses in the proper sequence. When you do this properly, you jolt your market out of its stupor and leave competitors reeling. For example, old fashioned bookies will never recover from the Disruptive Simplification that Richard's darling company Betfare wreaked upon the niche it's in.
  • You will discover exactly why most attempts at "outsourcing" and "reducing hours" never quite seem to work. Maybe you read 4-Hour Work Week? And you're still not working four hours a week. Why? Richard is, after all. What's the difference? He's going to tell you. Richard is heart-attack serious about YOU whittling your work week from 60 to 20. You will never achieve the equity gains you really desire when you're busting your ass 60 hours a week. You need the space to think, and to SENSE what is going on around you. You must have space. Otherwise you're dead. (If you doubt me, ask your spouse.)
  • You will also discover why simplicity is never enough. This is the real downfall in the "4 hour work week" as most people attempt it.
  • Four types of money and how each is radically different from the other. Especially in terms of... simplicity.
  • When you should ruthlessly simplify and when you should bomb your competitors with a bucket of sophistication bricks.
  • Why most innovations do the exact opposite of what was intended (this is why projects spiral out of control and two years later you're still trying to figure out how to get that thing launched, throwing good money after bad).
  • Why, contrary to common entrepreneurial common sense, it's an enormous advantage to BE the lowest-priced player in a commodity market! "Info marketers" and consultants are always striving to be the most expensive, and to an extent that is good. But Richard approach is completely different. He's going to show you how even when you are the high end player, the most esteemed in your market, the EQUITY play usually means turning in the opposite direction. This seems like driving the wrong way on a six-lane freeway, and it is! But will make you extremely wealthy when you take that voyage in the right vehicle. (It's fun to watch the SUVs go flying in every direction.)
  • Goliath's Challenge - How you maintain and extend market leadership. Steve Jobs said, "If you don't cannibalize yourself, someone else will." Very few entrepreneurs practice creative destruction within their own organizations. They're too busy fixing stuff that's broken for it to even occur to them. Richard will share eleven warning signals the number one firm in a market MUST be wary of.
  • David's Opportunity - When you're the bottom player on the heap, what chance do you have? Richard will show you how to disrupt and exploit the weaknesses that all #1 players have. (Which is what Goliath's Challenge warns you of.) Richard is going to show you BOTH sides of this coin, so you understand how you can be exploited, and how to exploit. But he expresses this in language that is foreign to all the MBAs and info marketers out there. This is why you are at such an advantage when you watch the seminar.

Now there’s something else that’s crucial, a key to the whole entire enterprise. And that is:


Companies like yours and mine. Online firms, offline firms, but in most cases startups or very young firms. And sometimes established firms that have languished.

He’s not like some hypocrite who talks about “free enterprise” and then spends all his money on MBAs and lawyers.

His darlings aren’t giant insurance companies. No British Telecom. No Lloyds of London. No Apple or Microsoft. Small and medium-sized service companies, restaurants, online concerns, manufacturers.

You Need To Start Playing An Equity Game Instead of an Income Game.

It's not about what you make. It's what you own when the music stops.

Very few people understand how to grow a business from pure start-up to big-bucks equity and longevity. Richard does. Also, Richard is not a Venture Capitalist. He’s a Private Equity investor. Which means he sees a very BIG picture. Richard looks at a $1 million company and he envisions more accurately than most people what it will likely look and smell like at $50 million.

Richard possesses a profound gift for simplification.

Register Here

Questions about this course? Email [email protected].

On My Way to Portugal, My Stint in Ireland Proved to be A Crucial Part of the Story.

I traveled to the far west, as far as you can go, to the Dún Chaoin on the Dingle Peninsula. Dún Chaoin (pronounced “Dun QUINN”) is the jagged edge, a wild remote hamlet. Even more remote in December, when there’s scarcely a visitor in sight.

I had been to Ireland twice before. Once in 2009 for our 20th anniversary; then in June 2013, for a mind-bending, spirit-freeing trip to the “Thin Places” of Ireland.

atlantic-coast-irelandThe islands off the Atlantic coast of Ireland have been inhabited on and off by monks since 500 AD and a spiritual atmosphere has been cultivated there like few other places in the world.

If you’re an intuitive or spiritually attuned person, you feel the shift. I discovered – no, I experienced – that the downloads, those “Memos from the Head Office,” come 5X faster there than anywhere else I’d ever been.

Nearby Mount Brandon with its nine-mile stations of the cross affords some of the most gorgeous scenery I’ve seen in all my journeys to 32 countries. The vistas there on a warm summer morning are so delicious, you almost want to take a giant spoon and scoop the land into your mouth and eat it.

Oh, the grass. The forty shades of green. The green, the green. I never knew one color could hold so much pleasure.

mount-brandonEven the stones seem somehow alive. You look at the land, and it feels like it’s looking right back at you.

So maybe it won’t surprise you to hear that every time I’ve been to Western Ireland, I’ve gotten a major mind shift. Major. Unlike anywhere else.

That story extends far beyond the scope of this letter; that will have to wait for when it’s just me and you and a beer. But while there I took another trip up Mount Brandon, which even in December was heartbreakingly beautiful.

Ireland’s Wild West is the most enchanting mix of remote, otherworldly austerity and heart-warming hospitality I’ve experienced anywhere. The landscape is so wild, the rocks so jagged, the mist so ever-changing, sometimes it feels like walking on the moon.

Yet a Bed and Breakfast and a Guinness is never more than a couple of miles away. American law requires brewers to pasteurize all beer. Guinness from the tap in Ireland is not pasteurized, imparting an organic, soulful aliveness to your glass. The liveliness of the beer all by itself is enough to make you homesick for Ireland.

At Murphy’s Pub in Ballyferriter, I enjoyed roasted chicken and sipped Guinness. I asked the barmaid, “Are you from around here?”

“No, I’m from the UK.”

“How did you wind up here?”

“I came here on holiday and my car broke down. The mechanic said he wouldn’t fix it unless I moved in with him.” She smiled at me. “So, here I am.”

It was about 50° F that day (10° C). I said to her, “To a guy from Chicago, it’s sure not very cold here.”

“Ah, well you just come here sometime when it’s raining and the wind gales are 70 miles per hour, and then you tell me it’s not cold! It’s cold here alright!”

Some days, Atlantic gales assault the coast with hurricane force. That’s why the west is so austere, so foreboding, so wild. There isn’t even a tree in sight, anywhere – except for a few palm trees(!). Too much wind, too much salt in the air.

I spent a couple of days in total solitude, climbing over rocks, hiking, ambling over moonlike landscapes in the misty dawn, listening to the surf pound rocks. I even glimpsed the Northern Lights (it is PITCH BLACK looking out over that ocean at night!) and inhaled fresh inspiration.

For a good part of the day I was the westernmost human being on the whole European continent.

The Muse struck at 2 o’clock the very next morning, in the middle of my first night at Ferriter’s Cove. I jolted awake, and it came to me loud and clear:


In other words: Re-engineer your whole operation, your whole organization, so that it does not revolve around you.

To the point where it can thrive long, long after you are gone.

And then, when you get to Portugal, learn everything you can and cultivate your friendship with Richard. He has many things to teach you.

That’s what I got. It all came to me in about 10 minutes.

100 years? This had not been how I was thinking AT ALL.

I had always seen myself far more like a serial entrepreneur than some guy who’s out to build a century-plus legacy. I work in a technology driven industry where most people can’t see past their next book or product launch. Which means one year is a really long time. Some of my colleagues don’t plan anything further than next summer.

In this business, a lot of people are hoping the live bodies parading through the front door don’t notice the dead bodies being carried out the back door.

But suddenly I had a new vision. This was the shift I needed to make a clean break from much of what I’ve known, and burst into new territory.

I also realized: Perry, if you do succeed in engineering a business that can last 100 years, you’re also by definition out of the squirrel cage. Because then you can spend time away from it for long stretches. Just like you want and need to.

I’m not saying you have to build a 100-year business in order for it to finally serve you, instead of you being its slave. Not at all. But I want you to understand that for the first time, I began to ask myself a new, hugely important question:

How does the SOUL of an organization – you know, that magic ingredient that makes a company ALIVE like a Guinness from the tap in Dublin – extend beyond its founder?

How do you reproduce your own DNA and culture into your own organization so that people inherently do not need to jerk your chain every time they’re presented with a problem or a question they’ve never answered before?

“Better Systems” Alone Will NEVER Solve This Problem!

Why? Because there is no such thing as a system that can anticipate every possible event! In fact, in order to evolve, an organization must always be extending beyond its current systems into uncharted waters. By definition.

How do you instill that level of knowledge into your organization, so that it becomes a living thing?

How do you inject adaptive, evolutionary DNA into your creation?

If you sell your company, how do you ensure (as much as reasonably possible anyway) that it doesn’t just collapse or get absorbed into the new company and disappear?

If someone takes over because you want to retire or travel six months of the year, how do you preserve the culture that you worked so hard to create?

Do you even know how to create a culture in the first place?

But there’s also something else.

The harsh reality is that some businesses, some Unique Selling Propositions and some markets are fundamentally incapable of providing you with the lifestyle you desire.

Most businesses, given their current trajectory, simply will never achieve this. Ever.

Quite a few can be re-engineered to grow 3X or 5X or 50X, if you, the owner, possess the right knowledge and strategies.

But any reasonably intelligent entrepreneur or sales professional can be trained to recognize what Richard calls a “Star Business” and steer it even more in the direction of its true Star Power.

The efforts you are expending right now to evolve your business may be fundamentally incapable of reaching fruition. If so, someone needs to TELL you.

The business you have right now may have explosive potential. MANY markets and MANY businesses do. But if you do not recognize precisely where that potential lies and if you don’t possess the x-ray vision to see where the “80/20’s are” and where the top 1% leverage points are, you’ll go around in circles forever.

Well, actually not forever.

Until you die or give up in frustration or go broke.

Some people are perfectly willing to keep their ear to the ground, their shoulder to the wheel and their nose to the grindstone for the rest of their life. Despite the fact that it’s a rather uncomfortable position to be in.

And if you’re okay with that, the universe will comply.

There will always be some bureaucracy ready to welcome you into its bowels. There is always some market that will freely share its dysfunctions and STDs with you. But as Richard says,

“Modern civilization rests not on drudgery, muscle power, repetition, or long hours of work, but on insight, inspiration, inventiveness, originality, and enterprise.”


The universe does not care whether you earn your coin by toiling for years in salt mines, or if you build a machine one time that mines the salt for the next 100 years.

The price of salt is the same either way.

The universe does not care whether you earn your coin by striving and struggling and staging interventions, or if you thoroughly enjoy what you do and bounce out of bed every morning looking forward to the adventure.

Richard’s challenge to you is:

Make a Great Mental Leap:
Dissociate Effort from Reward.

Our event was held in beautiful downtown Chicago.

Richard shared on day one his formula, his strategy and the tools he uses for cutting a 60-hour week down to 20.

This is not “the four hour work week” as Tim Ferriss does not work four hours a week either.

This is not a pipe dream. It’s not a “bizop pitch” in any way shape or form. It is for players – people who make six, even seven figure incomes, people who embody excellence but feel trapped by the excellence they have created.

This is a realistic and achievable plan for cutting your efforts down to 20 hours per week in the next 3-9 months – regardless of what business you’re in – without sacrificing income.

Day 1, Richard’s “60 to 20 Liberation” formula. You’ve spent more money on that on over-hyped product launched CDs and binders that you never even read and wouldn’t have benefited you had you read them anyway. Courses that went obsolete 6 months after they were published.

The biggest, most impactful, most transformative thing you can immediately apply in your business is 80/20 Time. This is an application of 80/20 that’s never been covered as thoroughly as it could be, in Richard’s work, or in my own.

Then, on day 2-3, Richard did a deep dive into Star Principle. How he identifies BIG opportunities, finds the 80/20² opportunity within the opportunity, and how he achieves 50% success in places where the smartest MBAs and investors in the world are thrilled to bat 10%.

I don’t care who you are, you need the Day 1 material. It will drop your stress and improve your relationships. It will also fuel your creativity.

I was just thinking… You know what this is like?

This is like Dr. Glenn Livingston’s venerable market research formula, which he has been teaching for over a decade. Glenn is famous for this because he has had an 80% to 85% success rate entering new markets, where most people are lucky to achieve a 20-25% success rate.

Even Glenn’s “80/20 Market Research” simplification which I teach in my 80/20 book cuts the failure rate of entering new markets to 50%. And it’s really really simple – it takes a single afternoon!

Long-time Planet Perry members rave about Glenn’s method.

Richard’s formula is superior just like Glenn’s is. Unbelievably precise, yet simple. But it’s about multiplying wealth, not researching markets. (It does demand some market research.)

Richard’s formula is beautifully compatible with Glenn’s. The two are exponentially better than the rest.

This is Richard’s formula for you achieving net worth millions, tens of millions, conceivably hundreds of millions of dollars a decade or two from now. Richard went from $4 million to $230 million in less than 25 years, and before that he went from working stiff to millionaire.

Do you want to get up every day, work for an hour, then do what you WANT to do, including bike rides, playing “stick” with your dog on the beach, and living anywhere you want?

Do you want to make so much money that you have a serious TAX problem?

Do you want to have so much time that you have to decide every day what your life purpose is, so you stay on focus?

Or do you want the world and your customers to drag you around by the nose for the rest of your life?

Are You A Well-Heeled Working Stiff?

Hey working man, hey you ordinary paper-millionaire. Sure, you're making a nice income. But your wealth really isn't working for you and you're working way too hard for your dinero. Let's set you free and launch an economic revolution. Then you, like Richard, can enjoy exploring the world as you go.

Gary Halbert once said, “There’s no problem you can’t solve with a really great sales letter.”

The actual truth was closer to: “There’s no problem can you can’t kick 3 weeks farther down the road with a really good sales letter.” The feast-and-famine cycle of the average copywriter should be sufficient to convince you.

Even if you become the world’s #1 business genius, you will likely wake up someday and find yourself in a golden hamster wheel, unable to stop running without everything falling apart.

Superb marketing is NECESSARY for your financial freedom… but it is not sufficient. You need to master strategy. You need Richard’s strategy for identifying and building the Star Business.

Consider the following...

- What would happen if this course merely gave you a superior set of criteria for evaluating every marketing, sales and business opportunity you’re going to encounter in the next 10 years? (It will.) What if you don’t apply anything else but that? Would that be worth $7500?

- What if this knowledge equips you to say NO to just ONE business you shouldn’t have gotten into? Or even not take ONE major customer you shouldn’t have taken? Or not invest in ONE company you shouldn’t have invested in?

- What if this course ONLY helps you understand much more clearly why your past victories succeeded, and why the failures failed?

- What if this ONLY grants you a brand new, 200,000 foot view of the entire landscape, which you did not possess before with your “normal” 10,000 foot and 40,000 foot views? What if it merely shifts your entire perspective to one that is more mature, more robust, more expansive?

Have you ever invested $75,000 and months or years into a business that, in hindsight, never had a snowball’s chance of working in the first place?

What if this course were to chop your chances of repeating that mistake in HALF?

I’ve received not one but THREE major mind shifts from Richard. His 80/20 book; his distillation of the Star Principle; and his lifestyle, which requires minimal hands-on involvement with his investment targets.

ONE major mind shift is worth this kind of investment. I personally promise you’ll come away with at least TWO major mind shifts that you did not have.

For this reason, you should act NOW not later.

The Star Principle Essentials — How to Disrupt, Redefine, and Dominate Your Market in 1-Hour a Day

Here’s just a small sampling of the profit-enhancing wisdom contained in this best-of-the-best set:

The Explosive Power of Radical 80/20 Reductionism… Why Most Entrepreneurs Simplify the Wrong Stuff…

  • How Richard works just 1 hour a day and still manages to add more than a million dollars a day to his personal net-worth (HINT: it’s not about being smart, he follows a system)…
  • Why extreme simplification (the only way to build a business that dominates in a growing market) is complicated, and why most people are trying to simplify the wrong things…
  • How to do a disruptive end-run around the existing pecking order in your niche… to create a product or service that is sensational, revolutionary, and almost irresistible. Even people who want to hate it still buy it.

The “Mushroom Cloud” Expansion Secrets of the Growth Share Matrix

  • How to find and/or build a STAR business and become #1 in a fast-growing, hungry, rabid market …
  • How to discern, predict and capitalize on “network effects” for mushroom-cloud like growth (they exist in every niche when you have eyes to see them)…
  • How to radically expand a market… even create markets where none existed before… or unearth surprising new applications for products that nobody ever considered…

How to Spot a Star Business…and Make Your Business a Star

  • 3 key “money metrics” that predict meteoric business success and protect you from the painful also-ran, grind-it-out drudgery suffered by most (why the “swipe and deploy” nonsense taught in internet marketing circles is a total sham)…
  • How to dig your business out of the feature-comparison muck and begin selling incomparable art and utility and elegant simplicity (at premium prices)…
  • How to define a niche, grab an early lead, and hold that lead as your competitors choke on your dust…

How to Wield Advanced “Price and Proposition Simplification” to Build a DEFENSIBLE Business

  • The secret to building a business with “legs” that doesn’t need to be propped up with relentless marketing campaigns and exhausting product launches…
  • The fractal nature of the STAR principle. How to ride the winner-take-all Jetstream and get rich in a micro-market…
  • 80/20 tactics for service providers, agencies, and consultants. How to cut lucrative equity-share deals with high-potential STAR businesses…
  • How to defend against a disruptive SIMPLIFIER who charges into your market and tries to demolish everything in sight.
  • And much more!

Star Principle: Activate includes:

  • Live kick-off session with David Nadler & me on Wednesday, October 12 @ 12:30PM US Eastern (11:30AM Central | 9:30AM Pacific | 5:30PM London BST | 13 Oct. @ 3:30AM Sydney AEDT)
  • Three update videos with me
  • Streaming access to the Star Principle Essentials videos (includes MP3 downloads)
  • PDF transcript of the Star Principle Essentials sessions

All for $2999.

Discounts available:

$500 off for new members of New Renaissance 12.

$1,000 off for existing members of New Renaissance 12.


$1,500 off for past buyers of any of the following:

  • Advanced Mastery Network
  • Star Principle Seminar
  • Star Principle Collection
  • Star Principle Essentials
Register Here

Questions about this course? Email [email protected].

Is There a Guarantee?

Yes. I’m so confident in the power of the principles that will be presented in Star Principle: Activate that I’m giving you a full 60-day guarantee.

If you don’t believe it’s worth 10 times what you paid, simply notify [email protected] within 60 days of your purchase and I’ll refund every penny.

If you have any doubt about Richard’s ability to change your life, read a few of his books. I recommend The 80/20 Principle, The 80/20 Individual, The Star Principle, The 80/20 Manager, and The Natural Laws of Business. Or if you’re looking for something cultural, a “wider lens,” read Suicide of the West.

The odds are overwhelming that you’re not merely going to collect a few key insights. More likely, you’ll take a chainsaw to your entire working life when you've finished the DVDs. You’ll recognize entire departments that need to be tossed overboard, and small, easy-to-seize acorns you know would grow into tall oaks if you stopped starving them of the attention they deserve.

You’ll slash your hours from 60 to 20. You’ll radically narrow the range of things you say “yes” to and your delegation will skyrocket.

Don’t miss this opportunity to shift your life.

This information is far too valuable to sell for a penny less.

You deserve this. Don’t you?

Carpe Diem – Seize the Day.

Perry Marshall

Register Here

Questions about this course? Email [email protected].