A few years ago, I was lucky enough to spend some time with Denny Corby after he spoke at the ScaleUp Summit in Atlanta. One of the things I love most about meeting people is finding out who they are. Not just who their business or professional persona is but what makes them tick and what they love. For Denny, I found out its magic. Denny is originally from Scranton, Pennsylvania. If you are familiar with the US version of the TV show ‘The Office, Denny’s family’s business is the basis of the show!
Like many family-owned businesses, Denny joined his dad from a young age and feels blessed that his father recognised his love of magic. After Denny had worked at the business for a couple of years, his dad took him aside for a chat. Denny’s father recognised the value in allowing someone to follow their passion, and rather than the usual expectation of “you’re part of the family. You’re going to work in the business” or “business success is family success”, his father set him free to follow his love of magic so that he wouldn’t harbour any regrets later in life. If I finished this article here, I think that would be a lesson to us all, wouldn’t it? Especially after the last year. Life is short.

But I’m not going to finish here because Denny’s story gets more interesting!

Denny initially thought that if he could do just a couple of magic shows a month, he would earn the same sort of money as a salesperson in his father’s firm, so what did it matter? He was used to minimum wage, so why not give it a go? However, he turned his passion into business success by learning a few key lessons.

Social Media and a Website are not Enough.

Denny told me that he initially thought that because he had a website and a social media presence, people would flock to his door, but it wasn’t the case. I’ve found many people like this; all their posts on social media are jab, jab, jab, right hook. They’re all, “Buy my shit. Buy my shit.” It’s not, “Here’s some value. Here’s some value. Here’s some value.” So when people see that you post and all you’re asking for is the business, they will scroll past you because they know you’re trying to get their money from them.

Persistence Is Key

Denny has built his business on a couple of key pillars. One of them is persistence. Denny told me that when he is at home and doesn’t have a gig for a couple of days, even if he’s travelling and doing shows, he still tries to spend one to four hours a day on money-making activities. So phone calls, emails. He considers a post on social media because that’s staying front of mind and front-of-mind awareness. Just doing something to at least, even if it’s only 20 minutes updating his CRM system. Denny feels that even if he is behind on his to-do list, as long as he is still just knocking things off, keeping in touch with people, and following up on events, he is making progress, leading to business success.

And that’s important. The whole thing around persistence and consistency is making sure you work out. There are a lot of people who cannot handle rejection. Now, as we all know, we often speak to people who just don’t do anything with you, and nothing comes of the conversation. How do you handle that rejection? Denny’s advice on this subject is to rely on your persistence. We all know that we don’t like or gel with everyone we meet, which must be okay. If you don’t click with someone, it will not work. It’s better to be upfront and honest about it and then move on. There are always plenty of other opportunities if you’re prepared to look for them and prepared to keep being persistent.

Some of the best relationships can take years to bear financial fruits, and that’s okay too. Think of everything you can learn over the years about someone and how the relationship will be much better when you eventually work together because you choose to persevere with it.

Don’t Take It Personally

One of the critical things to remember is that business success is hardly ever personal. It might feel like it sometimes, but remember, we never know what’s happening with someone. As business owners, we all have busy lives, and whilst we intend to get back to someone, sometimes it just doesn’t happen. But it’s not personal. It’s human nature. I’m the same. I will sometimes need to get back to someone, and I’ve got all the intention in the world that I’m going to get back to that person. But shit happens. Your day gets into another email, phone call, or another thing you have to go and deal with. And before you know it, it’s out of your mind. And you don’t mean to be rude. It’s just part and parcel of what happens.

Low-Level Techniques For Relationship Management

One of Denny’s favourite tricks for low-level keeping in touch is texting his clients because for him, A, who do you text? Your friends and family and people that you like. And B, you can always respond to a text even if they’re doing something else.

Short texts like, “Hey, it’s Denny. I haven’t heard back. Are we a go?” Just something simple. And it allows me to connect more personality because of emojis, GIFs, and stuff like, “Oh, that’s the best.”

It’s important to remember that you lose with email and text because you can’t tell how sincere people are. It’s hard to gauge how someone feels. So maybe try to add a smile, just whatever funny faces or funny GIFs. That kind of opens up the door. It’s about building a good rapport and good relationships whenever you can.

One of the reasons for Denny’s success is not just that ever-present persistence; he acknowledges that the business side of his enterprise is just as important as the artistic and creative side. Denny told me, “ I think that’s where a lot of magicians and people in the arts, even the comedians and that whole spectrum, that’s where they fall off the wayside. I think you still have to spend time on your craft, on the creativity side. But then also, on the business side, the professional development side. Plus, it’s great networking, too, because now you’re with others who want to do better too. So it’s just like, “Oh, a comedian’s here. He must be good too.” So it’s just kind of like that ongoing. Plus, you just feel good about yourself”.

Unusually for a magician, Denny has also worked with a business coach and found the experience extremely rewarding. In his words, “ It was not cheap. So it pushed me because I was like, “Well, I paid for this. So definitely going to get the most value out of it.”

I know many people who get scared about getting a business coach. They think about the investment, and it does frighten them. But at the end of the day, I think it’s not a coincidence that Denny is where he is because he was prepared to back himself. And that’s the thing. It’s about making sure that you can learn and grow. And actually, I see it with accountants. I see it with lawyers who know their craft. But they never learned the business element.

I would say that the business element is as essential as a craft. Let me give you a great example. I’ve just finished Kevin Hart’s book, and it’s an epic book. I mean, apart from all the foul language and swearing, he’s hilarious. But what he’s brought into it, the kind of entrepreneur he’s brought into it, and how much time he spends on his business is not surprising. He’s an absolute machine.

It goes back to knowing where you want to go. Be persistent. Be prepared to learn. You’re going to have to take a few knocks along the way. But if you genuinely believe in the dream and you want the dream, it’s about doing whatever it takes. Make sure you’ve got the right people around you to help you get there.

Delve deeper into those overnight success stories you hear about, and you’re likely to find that it has taken them more like 15 years to become an overnight success. And that just shows you how much persistence is worth.

What are the fundamental principles of business?

There are four fundamental principles of business: market opportunity, customer needs, company capabilities, and financial viability.

1. Market opportunity. Every business must have a market opportunity — a group of potential customers with a need or desire that the business can address.

2. Customer needs. Every business must understand the needs of its target customers and develop products or services that meet those needs.

3. Company capabilities. A business must be able to produce and deliver the products or services it offers to customers.

4. Financial viability. A business must be financially viable and generate enough revenue to cover expenses and profit.

These four principles are the foundation of every successful business. If one of them is weak, the business will likely fail.

The market opportunity is the most important of the four principles. Without a compelling market opportunity, no amount of marketing or financial wizardry can make a business successful.

The customer needs principle is also critical. A business cannot be successful if it does not understand the needs of its target customers and develop products or services that meet those needs.

The company capabilities principle is important because a business cannot succeed without producing and delivering its customers’ products or services.

Finally, the financial viability principle is essential. A business cannot succeed if it does not generate enough revenue to cover its expenses and profit.

If you want to start a business that succeeds, ensure a substantial market opportunity, a deep understanding of customer needs, and the ability to develop and deliver products or services that meet those needs. And, of course, make sure that your business is financially viable. Follow these four principles, and you’ll be on your way to success.

24 Key Principles Of Business Success

Success is very much attributed to habits that we develop over a lifetime. Let’s examine some core habits and behaviours every CEO should focus on.

1. How to Spend Your Time Wisely

There are a lot of different ways you can spend your time. You can spend it watching television, browsing the internet, hanging out with friends, or sleeping. But spending time wisely is crucial if you want to be successful in business.

One way to spend your time wisely is to focus on your goals. What do you want to achieve in your business? What are your long-term goals? Once you know what you want to achieve, you can start making a plan to get there.

Another way to spend your time wisely is to learn as much as possible about your industry. Stay up-to-date on industry news and trends. Read books and articles about business strategies. Attend conferences and networking events. The more you know about your industry, the better equipped you’ll be to grow your business.

Finally, don’t forget to take care of yourself. A healthy body and a clear mind are essential for running a great business. Make sure to get enough sleep, eat healthy foods, and exercise regularly. When you take care of yourself, you’ll be able to put your best foot forward in business.

Spending your time wisely is an essential part of being successful in business. By focusing on your goals, learning about your industry, and taking care of yourself, you can set yourself up for success. So start making the most of your time today and see what a difference it makes in your business!

2. Be Consistent in Action

Consistent action is one of the most essential keys to business success. By taking consistent action, you message your team that you are serious about achieving results. Amazing things can happen when everyone is on the same page and working together towards a common goal.

One way to ensure that you and your team are taking consistent action is to establish key performance indicators (KPIs). KPIs are metrics that help you track progress and identify areas where improvements need to be made. By setting KPIs and tracking them regularly, you can ensure that everyone is staying on track and taking action that will lead to success.

If you want your business to be successful, you must take consistent action. By taking action and working towards your goals, you can create a strong foundation for success. Amazing things can happen when everyone is on the same page and working together. So don’t wait – start taking consistent action today!

3. Raise your Adversity Quotient

Adversity quotient (AQ) measures a person’s resilience in the face of adversity. It is the capacity to maintain composure, remain focused, and effectively face challenging circumstances.

AQ is a strong predictor of success in both personal and professional life. Individuals with high AQs are more likely to rebound from setbacks, pursue goals relentlessly, and achieve greater levels of success than those with lower AQs.

There are several ways to increase your AQ. One is developing a growth mindset: believing your abilities can be developed through effort, good teaching, and persistent practice.

Another is to cultivate grit: the passion and perseverance for long-term goals. Individuals with grit are more likely to overcome adversity and achieve their goals.

Finally, you can increase your AQ by building a strong social support network. Studies have shown that individuals with strong social support networks are better able to cope with stress and setbacks.

By increasing your AQ, you will be better equipped to handle the challenges of business and life.

4. Join an Entrepreneur Mastermind

If you want to be successful in business, one of the best things you can do is join an entrepreneur mastermind group. This group of like-minded individuals meets regularly to discuss business ideas and help each other grow professionally.

Mastermind groups can provide invaluable support and advice, and they can also be a great networking opportunity. Joining a mastermind group is brilliant if you’re serious about taking your business to the next level.

When choosing a mastermind group, there are a few things to remember. First, make sure the group comprises people with similar business goals. For example, you don’t want to be the only entrepreneur in a room full of corporate executives. Second, find a group that meets regularly and has structure. This will help you stay on track and accountable. Finally, choose a group with experienced members who can offer valuable insights.

If you’re ready to take your business to the next level, joining an entrepreneur mastermind group is a great way to do it. These groups can provide invaluable support and advice to reach your goals more quickly and effectively.

5. Talk Benefits

If you want to be successful in business, you need to learn to talk. That may seem like a simple task, but it’s one of the most important skills you can develop.

Think about it: every time you interact with a customer, client, or colleague, you’re communicating. And how you communicate can make all the difference in the world.

Are you clear and concise? Do you make sure that your message is understood? Or do you tend to ramble on, using jargon that only confuses people?

The bottom line is that effective communication is critical to success in business. So if you want to get ahead, start by learning to speak up and be heard.

6. Practice Gratitude Daily

There’s no question that gratitude is good for us. Numerous studies have shown that people who practice gratitude are happier and more resilient, have stronger relationships, and enjoy better physical health.

But did you know that gratitude can also be good for business? That’s right – showing appreciation to your employees, customers, and partners can lead to increased productivity, higher quality work, and greater overall satisfaction in the workplace.

So how can you create a culture of gratitude in your business? Here are a few ideas:

1. Show appreciation to your employees. A little thank you can go a long way in boosting morale and motivation. Try adding a handwritten note of appreciation to employee paychecks or giving out small bonuses for a well-done job.

2. Show appreciation to your customers. Showing gratitude to your customers shows that you value their business and appreciate their patronage. Consider sending thank-you cards, offering discounts, or giving away freebies occasionally.

3. Show appreciation to your partners. Good business relationships are built on trust, respect, and appreciation. If you have vendors or suppliers that you rely on, make sure to let them know how much you appreciate their partnership.

4. Implement policies and procedures that encourage gratitude. You can foster a culture of gratitude in your business by instituting policies that encourage employees to express appreciation for one another. For example, you might have an “employee of the week” program or allow employees to give each other “shout-outs” during team meetings.

Practising gratitude is good for business, and it’s good for you too. So make it a part of your company culture today!

7. Persistence Is Key

Persistence is one of the fundamental principles essential to business success. It’s what separates prosperous businesses from the ones that fail.

Think about it this way: Every business faces challenges and obstacles. It’s how they handle these challenges and obstacles that determine whether they’ll be successful or not.

The businesses that can overcome these challenges and obstacles are the persistent ones. They don’t give up easily. They keep trying different things until they find a solution that works.

On the other hand, businesses that give up too quickly will never find success. They’ll face a challenge, encounter an obstacle, and then decide it’s too complicated and give up.

If you want your business to succeed, you must be persistent. You need to keep trying different things until you find a solution. Don’t give up easily. Face your challenges head-on and find a way to overcome them.

Persistence is a crucial principle essential to business success. It’s what separates successful businesses from the ones that fail. Keep this in mind as you work to build your own successful business.

8. The Pareto Principle

The Pareto Principle, also known as the 80/20 rule, states that 80% of outcomes come from 20% of causes. In business, 80% of your sales come from 20% of your customers.

9. The Law Of Diminishing Returns

The law of diminishing returns states that as you continue to invest more resources into a venture, the return on investment (ROI) will eventually decrease. In business, this means that if you are not seeing a good return on your investment, it may be time to cut your losses.

10. The Law Of Unintended Consequences

The law of unintended consequences states that every action has an equal and opposite reaction. In business, this means that every decision you make will have both positive and negative consequences.

11. The Law Of Supply And Demand

The law of supply and demand states that the price of a good or service is determined by the amount available (the supply) and the amount people are willing to pay for it (the demand). In business, you must find a way to offer a product or service in high demand and low supply.

12. The Law Of Attraction

The law of attraction states that like attracts like. You will attract more customers to the business if you provide a product or service they want.

13. The Law Of Averages

The law of averages states that over time, the results of a venture will tend to even out. In business, if you have a good month, you can expect a bad one at some point.

14. The Law Of Compounding

The law of compounding states that the more you do of something, the more you will get out of it. In business, this means that the more sales you make, the more money you earn.

15. The Law Of Diminishing Marginal Returns

The law of diminishing marginal returns states that as you continue to invest more resources into a venture, the return on investment (ROI) will eventually decrease. In business, this means that if you are not seeing a good return on your investment, it may be time to cut your losses.

16. The Law Of Opportunity Cost

The law of opportunity cost states that the opportunity cost of something is the value of the next best alternative. In business, if you are considering investing in one venture, you must weigh the costs and benefits of all the other potential investments.

17. The Law Of Cause And Effect

The law of cause and effect states that for every action, there is an equal and opposite reaction. In business, this means that every decision you make will have both positive and negative consequences.

18. The Law Of Increasing Marginal Costs

The law of increasing marginal costs states that as you continue to invest more resources into a venture, the marginal cost (the cost of each additional unit) will eventually increase. In business, this means that if you are not seeing a good return on your investment, it may be time to cut your losses.

19. The Law Of Scarcity

The law of scarcity states a limited supply of goods and services worldwide. In business, this means that if you want to succeed, you must offer something that is in demand and scarce.

20. The Law Of Diminishing Marginal Utility

The law of diminishing marginal utility states that as you consume more of a good or service, the utility (or satisfaction) you get from each additional unit will eventually decrease. In business, this means that if you are not seeing a good return on your investment, it may be time to cut your losses.

21. The Law Of Indifference

The law of indifference states that people tend to be indifferent (or apathetic) about things they do not have a personal interest in. In business, you must find a way to make your product or service appealing to your target market.

22. The Law Of sunk Costs

The law of sunk costs states that once you have invested resources into a venture, you cannot get those resources back. In business, you must be careful about investing too much in a venture without seeing a return.

23. The Law Of Competitive Advantage

The law of competitive advantage states that the company with the most efficient production process will be the one to survive in the long run. In business, you must find a way to make your product or service better than your competitors.

24. The Law Of Diminishing Returns

The law of diminishing returns states that as you continue to invest more resources into a venture, the return on investment (ROI) will eventually decrease. In business, this means that if you are not seeing a good return on your investment, it may be time to cut your losses.


As you can see, a few fundamental principles underlie success in any business. Understanding and applying these principles give you the best chance for success. What’s your next step? Start reading up on these principles and begin to put them into practice in your own business!


What are the three important principles of success?

There are three important principles of success: focus, commitment, and consistency.

If you want to be successful, you need to focus on your goals. You must be clear about what you want and commit to achieving it. Finally, you need to be consistent in your efforts. You can’t just do things sporadically; you must work every day.

Success is not a destination; it’s a journey. By following these three principles, you can make significant progress towards your goals and success.

The first principle is the focus. You need to have a clear idea of what you want to achieve. What are your goals? What are your aspirations? Once you know what you want, you must commit to achieving it. Make a plan and stick to it. Set deadlines and hold yourself accountable.

The second principle is commitment. Achieving success requires dedication and hard work. There will be setbacks and challenges along the way, but you need to stay focused on your goal and persevere.

The third principle is consistency. You need to be consistent in your efforts if you want to see results. That means putting in the work every day, even when you don’t feel like it. Success is not achieved overnight; it takes time and patience.

By following these three principles, you can set yourself up for success. Focus on your goals, commit to your plans, and be consistent in your efforts. If you do this, you will eventually achieve the success you desire.

What is the principle of success?

The principle of success is simple: work hard and don’t give up. It’s a formula that has worked for centuries and continues to work today. No matter your goals, if you’re willing to put in the effort, you can achieve them.

Of course, there’s more to success than just working hard. You also need to have some luck and be thoughtful about approaching your goals. But the truth is, even if you don’t have everything going for you, as long as you keep trying, you’re likely to find success.

So don’t get discouraged if things don’t seem to be going your way at first. Remember the principle of success: work hard and don’t give up; eventually, you’ll achieve your goals.

What is the secret to success in business?

There’s no one answer to this question – success depends on various factors, from having a great product or service to offering excellent customer service. However, one thing that all successful businesses have in common is a clear understanding of their target market.

Knowing who your target market is and what they want is essential to creating a successful business. After all, you can’t sell something if there’s no demand for it! Once you know who your target market is, you can start creating content that appeals to them. This could be anything from blog posts and articles to social media posts and even ads.

The bottom line is that understanding your target market is the key to success in business. So if you’re not sure who your target market is, now is the time to find out. Once you know who they are, you can start creating content that will help you reach them and grow your business.

If you’ve reached this point and anything has resonated with you, whether it’s around finding your passion, having that ability to be persistent or making sure that you’re systemised and processed and you want to explore it further, look around the site and get in touch.

“Remember, failure to learn is learning to fail.”

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