Capitalism and Everything Else

CAPITALISM — AND
EVERYTHING ELSE
Mastering the only growth process
that multiplies your uniqueness.
Dan Sullivan
Cartoons by Hamish MacDonald
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Capitalism — And
Everything Else
Capitalism often gets a bad rap. But in this book,
Dan Sullivan defines capital-C Capitalism as a five-
stage growth system that’s available to anyone
and everyone who recognizes their own individual
uniqueness and what they have to offer, values
that uniqueness, and is open to collaborating with
other unique individuals to create even greater
value.
Your uniqueness is your capital.

TM & © 2023. The Strategic Coach Inc. All rights reserved. No part
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Program are trademarks of The Strategic Coach Inc.

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Cartoons by Hamish MacDonald.
Printed in Toronto, Canada. The Strategic Coach Inc., 33 Fraser

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Library and Archives Canada Cataloguing in Publication
Title: Capitalism--and everything else : mastering the only growth process

that multiplies your uniqueness / Dan Sullivan ; cartoons by Hamish Mac-
Donald.
Other titles: Mastering the only growth process that multiplies your unique-
ness
Names: Sullivan, Dan, 1944- author.
Identifiers: Canadiana 2023014246X | ISBN 9781897239841 (softcover)
Subjects: LCSH: Success in business.
Classification: LCC HF5836 .S85 2023 | DDC 650.1—dc23

Contents
Introduction 8
Capitalism Is Measurable
Chapter 1 14
Capitalism’s Five Measurements
Chapter 2 20
Pricing Your Capability
Chapter 3 26
Owning Your Property
Chapter 4 32
Improving Your Productivity
Chapter 5 38
Increasing Your Profitability
Chapter 6 44
Expanding Everyone’s Prosperity
Chapter 7 50
Endlessly Greater Growth Process
Chapter 8 56
Everything Else Falls Apart
Conclusion 62
You’ve Always Been “Capitalizing”
The Strategic Coach Program 68

Where Entrepreneurs Endlessly Grow
Introduction
Capitalism Is Measurable
You realize from your own personal success that
you grow upward and forward only when you
measure your progress backward. This is called
Capitalism.
Every time in your life that you didn’t measure your progress
toward a goal, you likely felt like you’d failed. But when you
do measure your progress, you seem to be rewarded with a
greater sense of capability and confidence. Not only do you
achieve your desired goals, you gain a greater sense of skill
in doing so. And with this greater sense of personal skill,
you also feel immediately more confident about achieving
even greater goals.
There’s a name for this overall growth of measurable prog-

ress that you can repeat over and over again. Billions of
individuals are involved in this growth process every day
without knowing it has a name. It’s called Capitalism. And
everything that’s not measurable as individual goal-
achieving progress is called something else. Everything
that doesn’t make you feel measurably more capable and
confident on a predictable basis throughout your life is not
Capitalism.
Capitalism is often viewed as a big, impersonal system. But

the essence of Capitalism, right at the start, is the way each
individual measures their individual progress. Capitalism
isn’t an ideology. It’s a methodology. It’s not a belief about
how things should work. It’s the proof of how things do
work. Everybody is a part of this, whether or not they
recognize it as being Capitalism.
8
Capitalism—And Everything Else
Always measuring progress.

You suddenly realize that life is very simple, predictably
more enjoyable, and always more exciting—as long as
you’re always measuring your individual, unique progress
backward from where you are right now against where you
started. Every time you achieve a new measurable goal, you
always feel immediately more capable and confident. That’s
the way it always works for you as long as you measure—
backward.
Only you can determine the progress you want to make and
what next constitutes progress for you. No one else can tell
you what you should be doing. And there’s only one way
to measure your progress: by looking back and measuring
where you are now against where you started.
You can’t compare yourself to anyone else or to anyone

else’s progress. You also can’t measure where you are
against an ideal because ideals are unachievable. You can
only measure your own individual progress on your own
individual goals.
Measurably greater capability.

From the moment you start achieving a new measurable
goal, you also begin to feel more capable. You immediately
sense the growth of a new skill you didn’t have just a short
time ago. That’s what all measurable goal achievement is
for—to grow, and to feel you’re growing a new skill that
makes you feel measurably more capable both within your-
self and outside of yourself in the immediate circumstances
of your daily life.
This growth in capability doesn’t only happen when the goal
9
Introduction
is achieved; it also happens in the pursuit of the goal. You

sense yourself becoming more capable as soon as you’re
striving toward a goal that can be measured as greater than
what you’ve achieved before.
And as a result of the greater capability, you can achieve

the goal. Some people never realize that the experience of
growing their skill is just as important as achieving the goal.
Measurably greater confidence.

As soon as you measure your greater capability that results
from achieving the measurable goal, your confidence jumps.
You immediately feel more confident in using your new,
greater capability to achieve an even bigger goal—a mea-
surably bigger and better new goal that will enable you to
grow a measurable, even greater new capability. This growth
progress is endlessly repeatable, and your confidence
always grows.
You can never see beyond the growth stage that you’re
currently in. You can’t see what you’re going to do with your
new capability until you have it. Once you have the new
capability, all of a sudden, your mind expands.
You realize that now that you have this capability, and you
feel more confident, it’s possible to achieve the next stage
of your growth plan. You now have a new reference point
in your future that you can visualize. You’ve made progress
toward your big goal, and now you can see yourself carrying
out the next step.
And all of it’s called Capitalism.

All of your goal-achievement—past, present, and future—
10
where your unique experience has been one of always

growing uniquely greater capability and confidence is called
Capitalism.
Wherever and whenever individuals like you are uniquely

measuring their growth or capability against where they
started, they’re demonstrating and personifying Capitalism.
Wherever and whenever you’re not doing this, you’re doing
something else.
With Capitalism, the motivation always comes from the

inside, but the measurement always comes from the out-
side. There has to be proof of capability, and the main way
of measuring a new capability is determining whether it’s
useful to other people. This is how you know the impact
you’re having.
Everything else is something else.

In the next chapter, you’ll discover that the full growth pro-
cess of Capitalism has five accelerating, multiplying stages
that anyone who chooses to can measurably master for as
long as they choose to.
Anyone who chooses not to live their daily life by uniquely

measuring their progress within the accelerating, measur-
able stages of Capitalism is doing something else.
There are infinite varieties of “something else.” Some of

them have been organized into ideologies, but all of these
ideologies that people have created are actually arguments
against the way in which they themselves have made
progress in their own lives—which, of course, is through
Capitalism.
11
Introduction
12
13
Chapter 1
Capitalism’s Five Measurements
You’re committed to growing your entire lifetime
by increasing your pricing, property, productivity,
profitability, and prosperity.
Your life is built on layers of capability that strengthen and
reinforce one another. You experience these growth capabil-
ities—five of them—both in terms of internal confidence and
external ambition.
For a long time, when you were younger, you weren’t aware
of the five-stage fundamental structure and process of pric-
ing, property, productivity, profitability, and prosperity. You
didn’t see these factors at work in your own daily situations
and circumstances. Nor did you see them operating in the
activities of those around you.
But then gradually, through your own trial and error, through
your many successes and failures, both big and small, you
began to see a powerful upward force underlying all of your
best progress, learning, achievements, and breakthroughs.
You were doing this before you realized you were following
a method. The method has been in development for as long
as humans have been around. And since it’s not only your
method but humanity’s method, it takes away any sense of
isolation when it comes to your growth.
This powerful force is called Capitalism, and here’s how it

works for you.
Pricing your capability.

All of your value in other people’s eyes starts with first see-
ing yourself as uniquely valuable. No one else will recognize
and reward you until you initially do it within yourself and for
14
yourself. This establishes your “price” in the world.
The more you value yourself, the higher your price increases
in other people’s calculation of your value to them. The
higher your price goes up in your mind, and then in theirs,
the greater your unique capabilities grow, both inside of you
and out.
Everybody looks to the outside to determine their value and

how they can be rewarded for their value. But it’s important
to realize that you have to do it inside yourself before other
people will take you seriously. If you don’t value yourself,
you’re not going to be valued by others. If you don’t put a
price on the value of your capabilities, nobody else is going
to do it. Everybody else takes their cues from you.
Owning your property.

Your “property” is the sum total of who you are to yourself
and who you are to other people. As the value and price of
your unique capabilities increasingly grow in other people’s
minds and lives, the overall impact is your property. No one
else can create this “impact property” except you, and no
one else can own it except you.
Over time, this property continually deepens and expands,

both tangibly and intangibly: tangibly in many different kinds
of physical forms, and intangibly in many different kinds of
intellectual and emotional forms.
For a lot of people, their only notion of property is physical

(e.g., money, real estate, cars). They don’t see their influ-
ence, impact, or collaboration as their property. But this is
called “impact property.” How the world responds to your
15
Chapter 1
growth and capability is uniquely your property because it

won’t respond to anyone else in the same way.
Improving your productivity.

As your impact property grows in other people’s lives and
worlds—in both quantity and quality—you’re motivated to
improve your unique capabilities in continually new ways
that also increase your value. You become more productive:
you get more things done, both inside your own thinking
and outside in other people’s activities and achievements.
You get more valuable results with less time and effort.
Productivity is the third growth stage of Capitalism and

always increases your pricing and property.
And as your productivity improves, you have to continually

build an environment around yourself with better and better
people. Being more productive means taking your capability
and getting more done with less time and effort by matching
up with people who also are growing in a significant way.
Increasing your profitability.

The more productive you become within your own unique
Capitalism process, the more reward you get back than
the work you put in. In other words, your expanding impact
property in the world around you becomes increasingly
more profitable.
Your work gets easier and your price increases because a

growing number of other individuals benefit from the value
of your constantly growing capability. You profit more and
more because more and more people benefit.
16
You’re increasingly getting more energy back than you put

in. It’s a constant, increasing reward system. The more you
follow the five Ps in your own life, the more of a multiplier
effect it has outside of you. The more you’re proceeding and
succeeding within your own individual, Capitalist method-
ology, the more that the overall energy and rewards of the
entire Capitalist network come back to you.
Expanding your prosperity.

This growing reciprocal cycle of more profit for you and
more benefits for others leads to a deepening and expand-
ing environment of prosperity.
But it’s an easy system to misunderstand. People who see

Capitalism as a philosophy or an ideology rather than a
methodology will see unequal rewards and consider it a
form of oppression. And there are people who want to reap
the rewards of this methodology without mastering the
method, and they use it to oppress other people.
They control other people’s capabilities, time, work, effort,

and creativity, but want to pay the minimum. They control
other people so they can’t grow and they become expend-
able. Some of the worst human beings can master an
aspect of Capitalism, but they themselves are not practicing
the methodology of Capitalism.
When people use the methodology, there are more oppor-

tunities for them to develop themselves uniquely in ways
that benefit others and to lead a profitable, productive,
and prosperous life. If this prosperity is widely recognized,
understood, and appreciated as the natural and predict-
able outcome of Capitalism’s five measurements, it always
grows.
17
Chapter 1
18
19
Chapter 2
Pricing Your Capability
You’re always growing your unique capabilities,
creativity, and value within big new opportunities,
so your price is always going up.
You realized years ago that nobody seems to get paid and
rewarded in the same way as others. Some get a lot, while
others only get a little. For the most part, you think you’ve
done pretty well in the matter of being paid. And now you’re
recognizing that you have to establish your own price.
Everyone has to self-establish their own unique value in

the world, and it’s each individual’s own responsibility to
announce their own price for their unique capabilities.
Pricing your capabilities in other people’s minds is your first
measurement in mastering the Capitalism methodology.
There’s no justice to pricing; it’s all negotiation. If you’re

undervalued or underpaid, you might just be a bad negoti-
ator. Or you might have a great capability, but it’s not useful
to anyone else. Pricing is knowing what you can do, know-
ing what you can’t do, and also knowing what other people
want.
You value your experience.

From the very beginning, for as long as you’ve been aware,
you’ve enjoyed being who you are, where you are, and
what’s going on around you. There’s always something new
that catches your attention and always something new that
you’re discovering. You value your own life experience.
I’ve personally never wanted to be someone else. I’m aware

that other people sometimes feel as though they’d like to
be someone besides who they are, but the thought has
20
never entered my mind. In fact, I’m not quite sure where the
thought comes from.
The only person I would ever visualize being is a better

version of myself who’s more knowledgeable, more skill-
ful, more useful, and more highly rewarded. I determine my
progress based on the ways in which I’m better today than I
was a year ago. And I can only establish my own value and
price when I value myself and my experience.
You value your thinking.

You like what you think about and how you go about your
thinking. The experience of thinking about new things is
always enjoyable and entertaining to you. Right from the
start, this was always true, and it keeps getting better. The
more you’re able to think about things, the more you value
being able to do it.
Because of my birth order in my family—the fifth of seven

children with a large age gap between me and my sib-
lings—I had a lot of time to myself while I was growing up.
I spent this time alone with my brain, and I discovered that
I liked what my brain could do, which included making
connections between previous experiences and imagining
future experiences.
Right from the very start, I enjoyed using my brain this way
and being useful by helping others make connections in
their own thinking. I learned that I could get noticed by
being useful in this way—and I also learned a lot about what
not to do by watching how my siblings interacted with my
parents in ways that were not useful.
21
Chapter 2
You value your learning.

You begin life in a very confined space, but that space
keeps expanding as you keep exploring. Your interest keeps
taking you further and further into new territory as you con-
tinually expand what you understand in the world around
you.
Your world keeps making more sense to you. You see new
connections and new patterns. You notice that every time
you repeat your actions, you seem to always achieve big-
ger and better results. You find this very rewarding, and it’s
increasingly worthwhile to you that you can keep learning in
new ways.
If you don’t have this appreciation of who you are and of

what you learn, you can’t be a good Capitalist. You can be
successful by taking advantage of the existing Capitalist
system, but it’s a system that other people have already
created.
The methodology that we’re ascribing to Capitalism in this

book started very, very early, and it was constantly tested.
In this system, pricing became very important at an early
stage, establishing that you had to be valuable to other
people in order to succeed.
You value your growth.

You continually measure who you are backward against who
you were before now—who you were yesterday, last week,
last month, as far back as you can remember. When you do
these backward comparisons, you always feel energized
about your growth. You’re motivated to grow even more.
22
I have a very strong memory of who I used to be. People

say, “You’re lucky you were born with a good memory,”
and I say, “I think my memory developed because it gave
me measurement.” Being able to remember where I started
means that I can measure how much I’ve grown.
Capitalism measures each individual’s performance and

contribution. It’s the only system that always goes back to
the individual and where the individual is considered unique.
And there’s room for you if you negotiate your usefulness to
the world.
You value your impact.

You’re noticing more and more that the increasing value
you’re experiencing inside of yourself also has an increas-
ingly positive impact outside of yourself. Other people value
being around you and benefit from your thinking. They’re
inspired by your continual learning and growth.
Your unique capabilities are valuable. And they keep getting

more valuable. The more you pay attention to your impact,
the more you can improve it and expand it.
Your pricing is what’s acceptable to you. If you don’t value

your impact within the system, you can’t increase your price
in the system. All you’ll get is what the system allows you to
get.
If you value your experience, thinking, learning, and impact,

the price you set will reflect that.
23
Chapter 2
24
25
Chapter 3
Owning Your Property
Your lifetime property is increasingly valued
according to your growing creativity multiplied by
your growing collaboration with others.
More and more, “property” is considered that which is valu-
able now and which promises to be increasingly valuable in
the future.
Your property that matters most is always active and grow-

ing, not static. It’s something you’re continuously creating
and expanding, not just something you possess and defend.
And your ownership of this active, expanding property is

always measured by both external deeds and credentials
that you’re continually achieving and acquiring. You do this
throughout your life, getting better at it all the time and
producing bigger results as you improve.
Owning valuable property starts with pricing your own

uniquely innovative capabilities that you then combine with
the capabilities of other unique innovators. Together, you
generate valuable new solutions for others, enabling them to
improve their lives in countless ways.
Appreciation is the key.

At the very center of the Capitalism process lies a doubly
useful word with two powerful meanings. On the one hand,
appreciate means to be grateful for or to especially value
something. On the other hand, in the economic world, it
means to “increase the value of.” Both meanings are the key
to understanding Capitalism.
26
The reason you’re able to negotiate a good price for your

offering in the marketplace is because you appreciate who
you are. You’re grateful. The word “grateful” and the word
“appreciative” are sometimes used as if they mean the
exact same thing. But appreciation really means that you
look at what someone’s done, and in your mind, you raise
the value of what they did. You appreciate it.
Appreciation is the crucial word in Capitalism. Part of this

appreciation is measured—how much the value of some-
thing in the marketplace has grown. And part of it is emo-
tional—how grateful you are for something that’s valuable to
you.
Backward and forward.

Appreciation is what links “pricing” and “property,”
Capitalism’s first two growth stages. First, you continually
increase the price of your capabilities by appreciating who
you already are. Then, you combine your growing capabili-
ties with those of others to produce new kinds of value. The
overall impact is your property, and its value, as you contin-
ually create and collaborate, continually appreciates.
It’s important to look back and appreciate who you used

to be compared to who you are now. For example, I’m way
better at what I do right now than I was 20 years ago. And
accordingly, the price to have me as a coach has kept going
up.
It’s only by looking back and appreciating how far you’ve

come and where you are now that you can look forward and
envision a future self with even greater value.
27
Chapter 3
Increasingly more creative.

You’re a creative person because you do something unique
with your experience and learning. You take your experience
seriously, and then you play with it. You appreciate what
you already know, and you appreciate a growing number of
ways you can combine what you already know to produce
even more valuable capabilities. This also creates new
property.
When you take your independent creations and put them

together in new ways, they grow, expand, and appreciate.
One way your creations can expand exponentially is through
digital means.
When Strategic Coach started in the late 1980s, our ideas

were slow moving in the world. We had printouts available,
as well as audio and video, but they were expensive. Now,
due to technology, there’s a way of taking something cre-
ated in Canada and having it be instantly and equally useful
in Pakistan. We can do that today. And the fact that what’s
created is instantly transportable increases its value.
Increasingly more collaborative.

To the degree that you appreciate the value of your growing
capabilities, you also appreciate others’ uniqueness. You’re
creative and collaborative when you combine your own
unique capabilities with those of others. Creativity times cre-
ativity equals collaboration. This also creates new property.
When you put two capabilities together, it isn’t additive—it’s

a multiplier. It creates exponential uniqueness. Collaboration
is creativity multiplied.
28
In order for your overall property to develop, many different

forms of value creation are required. And you’ll naturally
expand the different ways you’re creating value as your
property becomes more valuable. There’s no limit to how
much you can do this. The expansion of creative property is
limitless, and the only reason to stop is when it’s no longer
useful.
Increasingly more value.

You continually collaborate to innovate new solutions for a
greater number of people who increasingly appreciate the
value of your growing creativity. Your value goes up, and so
does the pricing of your collaboration. The more your cre-
ativity grows, the more opportunities there are for still bigger
collaborations. And all of this creates new property.
Capitalism is a methodology. If you check all the boxes,

the results will be predictable. There are places in the world
where you can’t do this. In some countries, the government
owns what you create, and there is interference with pricing.
Wherever there’s some sort of obstacle to the expansion
of your value, at a certain point, you either stop right where
you are, or you’ll seek another location where you can
engage in Capitalism.
Once you’re tuned in to this methodology, you become

aware of just how much freedom you have, and you pay
attention to people who are opposed to what you’re doing.
Where it enters into the political realm, you vote accordingly.
And if you’re losing the vote to protect your pricing and your
property, you vote with your feet.
29
Chapter 3
30
31
Chapter 4
Improving Your Productivity
You continually get better at expanding your
most valuable property in new ways that are
faster, easier, cheaper, and bigger.
Every time you create new creative-collaborative property,
you get better at it. You achieve bigger results in less time
with less effort and at a lower cost. You’ve known what this
means for as long as you’ve been a conscious achiever.
It’s called productivity, and this is Capitalism’s third growth
measurement.
It’s always a pleasure anytime you can measure your greater

productivity, both in terms of your own creativity and in your
collaboration with other creative achievers. Everyone who’s
involved experiences a new sense of personal growth. No
matter what else is going on around you, your experience of
being more productive always feels satisfying and reward-
ing. This is true in any situation, in any circumstance, and
regarding any improvement of productivity.
Achieving something in a way that’s faster, easier, cheaper,

and bigger motivates you to want to do it again—and over
and over again! As you repeat this productivity improve-
ment cycle, your confidence about your unique pricing
increases, and your ownership of your value creation prop-
erty expands. You never realized how important continually
improving your productivity has been. Now you do. And
knowing it, you’ll immediately improve.
Never-ending improvement.
Your price is going up, and your creative-collaborative prop-
erty is expanding. That’s because you continually identify
32
new ways to achieve more pricing-property results in less

time and with less effort. The more your positive impact out-
side of yourself grows, the more your ability to improve also
grows. It never ends.
Improvement means doing things in a way that’s faster, eas-

ier, cheaper, or has bigger results. Productivity is what you
get rewarded for, and your productivity increases in at least
one of those four ways with every improvement you make.
You get more for less.
Faster and easier.

Each new step of progress is a new achievement. And
immediately, when you think about doing it again, you see
new ways of making faster progress that take less effort
than you required the first time through. In this third growth
stage of Capitalism, Improving Your Productivity, your cre-
ativity jumps, and entirely new collaborations emerge. You
get more time, and you use less energy.
Take the adoption of Zoom by Strategic Coach as one

example. By using a virtual platform for our workshops,
which we began doing when hosting in-person workshops
was no longer an option due to the global pandemic, all of
our clients saved money and time by not having to travel
anywhere farther than their computers, and this lowered
our costs as well. Taking advantage of Zoom also made us
bigger. We used to be confined to a few main geographic
areas, and now we’re global.
Less costly and bigger.

Each improvement to productivity provides bigger results—
33
Chapter 4
with lower investment costs. Here, as in all the growth

stages of Capitalism, you only need to measure backwards.
There is no need to compare your progress and results with
anyone else’s or against an impossible ideal.
When it comes to measuring your productivity, the only

comparison you need to make is between where you are
now and where you were before. Measure how productive
you were when you got started, and then measure how pro-
ductive you are at this point in time. That’s the only way to
measure how much you’ve grown in your productivity. This
measurement includes every improvement you’ve made in
doing things in ways that are faster, easier, cheaper, and
bigger.
There’s always the chance that outside factors (issues with

a supply chain, for example) might impede your progress,
but those are only temporary setbacks. Either these factors
will get fixed, or else you’ll decide that you need to get out
of that situation because it’s holding back your progress.
Increasing sense of growth.

You’re always growing, and you can feel your improvement
progress—intensely! There’s no other emotional experi-
ence that matches your increasing sense of growth. And
it doesn’t depend on anyone else’s judgment or opinion.
Within the Capitalism process, your own measurements are
all the proof you’ll ever require.
When you’re not measuring, you might have some sense

of the improvements you’re making, but when you do
measure, and you get actual proof of how much you’ve
improved your productivity, that’s where you experience the
intense emotion.
34
You feel like you’re winning, and you enjoy seeing exactly
how the work is getting faster, easier, cheaper, and bigger.
From top to bottom, the entire Capitalist system has

measurements that reveal increased productivity or lack of
productivity. And all bets on the future are based on present
productivity. In other words, if you’re demonstrating increas-
ing productivity, it’s a good bet for the future that you’re
going to keep doing it.
More useful, more rewarding.

Capitalism’s greatest reward lies in the accelerating growth
of unique individual improvement. You’re not demanding
that the outside world be changed so that you always feel
safe and comfortable. Just the opposite. You’re always
willingly becoming more productive, useful, and valuable.
Mastering the methodology of Capitalism is its own reward

as each of the five Capitalist stages requires constant
self-improvement.
The growth of Capitalism has created greater opportunities

for unique capability, but it’s also created an enormous sup-
port system where anybody who wants to do it can easily
get involved in it. Everything requires work—but every other
system outside of Capitalism requires a lot more work.
Capitalism is the easiest system to work within once you get

the hang of it and understand the methodology. It’s the eas-
iest way to develop yourself both individually and collabora-
tively. Everything else falls apart. Everything else gets harder
and harder as you grow. Capitalism is the only system that
gets easier as you grow.
35
Chapter 4
36
37
Chapter 5
Increasing Your Profitability
You’re increasingly creating new kinds of value in
other people’s lives, and this produces greater and
greater profits.
The reward you’re getting for creating value in other peo-
ple’s lives keeps increasing to such an extent that there’s
surplus left over after you’ve paid all your expenses. What
you’re taking in from what you create is greater than the
cost of creating it, and you’re increasingly keeping more of
what you earn.
This expanding profitability gives you both the capability

and confidence to create even more value, leading to a vir-
tuous upward cycle that enables you to raise your Capitalist
commitment and courage.
As your creative and profitable success becomes more vis-

ible, an increasing number of new customers and clients
take advantage of your unique capabilities. At the same
time, other like-minded value creators who are achieving
comparable upward success seek you out to collaborate on
even more powerful projects.
Keeping more than you spend.

Your productive and transformative impact on everyone you
engage with in your marketplace makes you and the people
who work with you increasingly profitable. You’re always
making more, and you’re steadily keeping more of what you
make. The surplus guarantees you earnings in a future that
you haven’t yet reached. You’ve already created the finan-
cial resources for the future.
The value of the impact you make in the marketplace is

38
all your property, and it’s getting bigger and bigger. But at
the same time, you want your creation of that property to
become increasingly productive and profitable. You’re in a
growth game here. And the next stage of growth is always
better than the previous stage because it’s bigger.
When you capitalize on something, it means you’re get-

ting more out of what you’re putting in. We capitalize on
everything, including our skills, our knowledge, and our
relationships. A lot of people think that capitalizing means
exploitation, but there are two types of capitalizing—one is
exploitation, but the kind we’re talking about is value cre-
ation.
Creatively capable and cash confident.

You’re always becoming more profitable in every area of
your productivity, and so you’re always becoming more
creatively capable and cash confident. Your own profitably
growing successes continually attract other uniquely capa-
ble individuals who multiply your overall productivity. This
increases profits.
Creativity means innovating new things, and productivity

means that the new things are being developed and intro-
duced in a way that’s faster, easier, cheaper, and bigger.
These two factors—creativity and productivity—nourish
each other because both are extraordinarily pleasurable
experiences.
One potential danger of this process is getting seduced by

either creativity or productivity so that you stop doing the
other. If you double down on creativity, you become less
and less productive. And if you come up with something
39
Chapter 5
creative that’s so popular that you just keep producing that

one thing over and over, you lose your creativity. But the
marriage of both keeps you fresh and profitable.
Virtuous upward cycle.

More and more, you’re becoming a positively powerful force
in your marketplace of successful and ambitious custom-
ers and clients. You create great value for them, and they
spread great reports about your unique capabilities through-
out their networks of other buyers. Everything is more
profitable.
It’s a virtuous cycle where you create value for someone

by serving their growth ambitions, which generates profit,
which then enables you to create more value for people,
who then tell even more people about the value you create,
and your impact keeps expanding.
Meanwhile, you’re also learning how other similarly moti-

vated and like-minded people are doing this too and see-
ing the different ways in which this can be done. You’re
interested in what other people are doing only to the extent
that you can learn something. You don’t copy what you see
someone else doing, but rather take a lesson from what
they do and apply it to what you’re doing.
Increasingly better clientele.

You’re attracting more marketplace buyers who want more
of what you create, produce, and provide. For you and
everyone in your organization, this is increasingly satisfying
and rewarding. Not only are you attracting more customers
and clients, but the individuals themselves keep getting bet-
ter. This increases your profits.
40
As you become more skillful, you look for challenges in

creating value for other people, which requires that your
clientele become better. At Strategic Coach, we have clients
who have been in our program for 30 years and team mem-
bers who have been with the company for over 25 years.
Why is this? It’s because we’re always growing and becom-
ing more successful at doing something really positive.
We’re positive value creators for individuals who are positive

value creators in their own world. The intent of our value
creation is always focused on our clients, not on who they
can introduce us to. It’s not a transactional relationship, but
rather a transformational relationship, which leads to contin-
ual improvement in both parties.
More powerful collaborations.

Your greater creativity and profitability increasingly introduce
you to other like-minded innovators who are also providing
different kinds of transformative value to your best clientele.
You find it both easy and exciting to combine what you do
best with what they do best to create even greater value. All
of you are more profitable. This is not a zero-sum game. It’s
collaboration, completely free of competition.
You don’t believe that you’re the only person in the world
who can understand your clients’ needs and provide value
to them. You’re aware of your uniqueness and of the unique
value you can provide to clients, but you’re also open to
recognizing other people’s uniqueness and the value they
can provide to the same clients. Collaboration is the key.
The more unique value creators involved, the more unique
value being created and provided.
41
Chapter 5
42
43
Chapter 6
Expanding Everyone’s Prosperity
Your increasing personal success and growth
automatically transform the ability of others around
you to be more productive, profitable, valuable,
and happy.
The more you focus on your own growth, the more your
individual progress enables others to grow in their own
unique ways. When you reflect on your continual improve-
ment, it sometimes amazes you that your expanding per-
sonal prosperity within the Capitalist process enables many
other individuals, far more than you’ll ever know, to also
enjoy greater prosperity.
What’s completely lacking in most people’s understanding

of Capitalism is that it always starts with the appreciation of
your own individual uniqueness. They’re too close to their
own experience to see that.
Appreciation of your own uniqueness is where it has to start,

and then you grow your uniqueness so that it has a price,
so that it creates property, so that you get more out of it
(productivity), and so that you achieve greater profits. And
what’s more, you see that other people are doing the same
thing with their own uniqueness, and you make collaborat-
ing with other unique individuals part of what you do. I’ve
never met someone who appreciates their own uniqueness
but hates Capitalism.
Four stages create the fifth.

You find it truly amazing that your improvement in the areas
of unique pricing, property, productivity, and profitability
also creates general prosperity for everyone. Where before
44
you felt isolated from other people’s progress, now you feel
increasingly connected. Everyone’s individual Capitalist
efforts create general prosperity.
The effect of your own growth grows far beyond you. You’ll
never even know most of the effects of your growth. You
feel no guilt for prospering because what you’re doing isn’t
taking anything away from anyone else. You trust in the
Capitalist process, and the Capitalist process results in
increased prosperity all around. Capitalism makes all kinds
of things possible for people who are completely ignorant of
Capitalism. Everybody, even those who aren’t fully engaged
in it, still reap the rewards of the growth of the people who
are engaged in it.
Once you’re in this process, you can’t see any point in

not being in it. It’s fully self-purposeful, self-engaging, and
self-rewarding. Why would you ever not want these things?
Your mind won’t even go there. It’s engagement in what truly
fascinates and motivates you.
Your growth motivates others.

You realize more and more that your individual progress
right from the beginning is also multiplied by everyone else’s
progress. Everyone else’s individual ambition, continually
acted upon, generates greater prosperity for everyone.
But if the rewards don’t come from your own growth, it

bothers you. If you’re being rewarded as a result of other
people’s growth, but you’re not growing as they grow, you
recognize that there’s something wrong with what’s happen-
ing. If you see other people growing and you’re not growing,
then self-comparison kicks in.
45
Chapter 6
But when your growth comes from your own commitment

and efforts, the rewards are even greater.
Others’ improvements accelerate yours.

You’re increasingly grateful that everyone else’s upwardly
productive and profitable Capitalist improvements encour-
age and accelerate your own. That’s how prosperity is
created—prosperity that continually motivates millions of
others to set out inside their own individual Capitalist growth
process.
It’s difficult for a lot of people to stop thinking from the

standpoint of what’s missing, or of how they compare
to other people. And if you’re not fully committed to the
Capitalist process, you’re at risk of feeling these things.
It’s like marriage in that it’s binary—you’re either 100 percent

committed, or you’re not. If you’re always leaving room for
alternatives to the commitment you made, it never works. It
has to be 100 percent for it to work. And if you’re 100 per-
cent engaged, you know that the system will always work
for you.
Everybody’s prosperity is your reward.

Earlier in your life, you may have been so concerned about
your economic future that you couldn’t fully enjoy your
achievements. But now, you’re rewarding yourself. You’re
both proud of and satisfied with your individual return on
Capitalist progress. You’re increasingly confident that you’ll
also be rewarded by others being rewarded.
I love the success of our Strategic Coach clients. I enjoy

hearing about their breakthroughs as much as I enjoy our
46
own breakthroughs. I love it when they recognize something

unique about themselves, and they take it seriously, own it,
and then get rewarded for doing so.
I get a reward from their success, as it gives me new ideas

about how I can give our clients even more powerful tools,
which they can then use to help an even greater number of
other people. And part of our clients’ reward is to be able to
contribute to other people’s success.
Capitalism is so powerful and such a successful system that

there’s no room or reward for comparing yourself to other
people. Everybody prospers. Scarcity in Capitalism is noth-
ing more than an idea held by people who don’t understand
the system.
Endlessly combining capabilities.

You’re totally convinced that Capitalism, in its five growth
stages, is the greatest force of expanding prosperity in the
world. You’re now permanently growing in always bigger
and better ways and through collaboration with others.
Where others see scarcity, you see endless abundance and
opportunity.
This understanding of yours is permanent. Something like

this can’t be put back in the bottle—it has too much positive
energy. As long as you appreciate yourself, and recognize
that your uniqueness is your capital, you’ll always appreci-
ate others’ uniqueness and what they can contribute.
Another aspect of prosperity is appreciating the great times

you’re living in, where your value creation through collabora-
tion can take place without boundaries or limitations.
47
Chapter 6
48
49
Chapter 7
Endlessly Greater Growth Process
Your greater mastery of the five growth stages
enables you to see that you’re collaborating with
millions of like-minded achievers.
You’re amazed by the fact that Capitalist growth always
starts with unique individual creativity and productivity
and that any individual can choose to begin the five-stage
Capitalist growth process simply by committing to being a
unique value-creating individual.
The more that you achieve your own uniquely individual

growth, the more you notice all of the other unique achiev-
ers. Everyone recognizes, appreciates, and benefits from
everyone else’s contribution to everyone else’s greater
pricing, property, productivity, profitability, and prosperity.
There’s a frequency that’s picked up by like-minded people.
So if you are such an individual, you’ll easily find other like-
minded individuals.
The growth process frees you up from needing to be noticed

or seeking kudos or awards because the rewards are built
in. You’re fully engaged in what you’re doing, and it’s a
self-rewarding process. You enjoy what you’re doing, you
enjoy who you’re working with, you enjoy the learning, and
you enjoy every further opportunity.
First hard, then easier.

Yes, it’s easier said than done, but every time you do the
hard part at the start of each growth stage, your growth gets
progressively easier. Hard to establish your pricing? The first
time, definitely. But each further time, it gets easier. This is
the same for the stages of property, productivity, profitabil-
ity, and prosperity.
50
You can think of it like physical exercise. You don’t build

muscle without resistance. And the more you exercise, the
more you build up that muscle, and the easier it gets to use
it against that level of resistance. And, naturally, the stronger
the muscle gets, the more resistance you can handle. And
so it goes, on and on.
And when something is hard because you’re doing it for the

first time, that doesn’t mean it will be a negative experience.
Even though it’s a challenge, and you don’t have past expe-
rience in doing it, it’s still fully engaging while you’re doing it.
And then, it will be easier for you to do it the next time. The
hard part is always valuable.
Always starts with uniqueness.

Uniqueness is something you can immediately see but
never explain. When you think, say, and do something
uniquely, right away, there’s an opportunity for a new kind of
pricing. Others will value and pay for it, and you’ll innovate
new value creator property around it. This is how Capitalism
always starts. Every time.
Other people can experience their uniqueness, but they

can’t experience your uniqueness. When you combine your
uniqueness together, both of you experience something new
that’s shared between you. But how you experience your
uniqueness is the result of all your years of personal trial and
error. How could anyone else experience that?
You can compare the stage you’re in now to previous

stages, but you can’t compare your own experience to
someone else’s. You have direct access to one human being
and one human being only.
51
Chapter 7
Everyone who commits grows.

Commitment to achieve a new result always starts before
you actually have the capability. In the period between your
commitment and the acquisition of the new capability lies
courage. Commitment multiplied by courage is the cata-
lyzing force that produces the desired capability—and the
result. A jump in confidence is your reward.
When you envision a goal, you don’t yet have the capabil-
ity to achieve it, because if you did, you’d already be there.
So you have to act like you have the capability. The com-
mitment and courage to move forward have to come from
inside of you because there’s nothing on the outside that
supports what you’re doing.
People will say, “I’ll do it when I have the capability” or “I’ll

do it when I have the confidence,” but it doesn’t work that
way. You have to internally generate 100 percent of the
commitment and courage before you can reap the rewards
of the new capability and the new confidence.
Achievers accelerating achievers.

You enter the Capitalist process uniquely, individually alone,
and that starting point is always hard. But once you’ve
climbed through all five stages in a single completed growth
process, your life from then on keeps getting easier.
From then on, your next faster and easier Capitalist jumps
are accompanied by many other “jumpers.” You and all of
the similar, like-minded individuals you collaborate with con-
tinually grow your capabilities and impact.
52
To people who don’t understand the Capitalist system,

your bigger and bigger successes will seem to have just
appeared overnight. But you know all the parts of the pro-
cess that went into the final product.
Endlessly. Bigger. Better. Capitalism.

Your Capitalist value creation is unique, and so are the
unique creative impacts of millions of others. The Capitalist
growth process is now speeding up endlessly. Its population
of unique achievers is always bigger. The emerging com-
bined results of all of these multiplying millions is always
better.
It’s easy for some people to get off track after experiencing
some success in the early stages. When status becomes
your priority, the Capitalist system goes completely dead for
you, and the energy moves on to somebody else. I’ve seen
this occur with many entrepreneurs, and it happens the
moment you become focused on status instead of always
being focused on growth.
But there’s an easy way to make sure this never happens to

you: always be moving onto the next scary project. If you
have to use courage and commitment, that means you don’t
yet have the capability or the confidence. And that means
that by the end of the process, you’ll have grown again.
53
Chapter 7
54
55
Chapter 8
Everything Else Falls Apart
You realize that bad news for other people
continually creates new opportunities for you to
multiply your value creation mastery.
As you master Capitalism’s five growth stages, you experi-
ence both success and failure, satisfaction and frustration.
But failure and frustration are not “bad news.” All setbacks
lead to greater learning and improvement on your way to
bigger and better “good news.”
Regardless of the experience, you turn it into growth. And

you realize that only Capitalism enables you to respond in
this creative fashion. All other systems encourage people to
see Capitalism itself as the cause of all the bad news—all
the failure and frustration in the lives of people who believe
in “everything else.” All of these other systems of thinking
and action are faulty and deficient in different ways. They
lack uniquely dynamic growth, and they all fall apart.
Capitalism measures, others don’t.

You realize that other economic ways of thinking and acting
are not about unique individual measurement. None except
Capitalism is about the increasingly confident individual
growth of capability.
Success and failure are measurements. You had a future

goal in mind, it represented an improvement, and you put
measurements to it. If you’re successful, that measurement
reinforces your sense of capability and increases the value
of your property. Failure is a measurement that tells you
what you need that you’re currently lacking or what you
need to change.
56
With Capitalism, all of the measurement starts at the indi-

vidual, personal level. After that, you’re able to measure the
impact outside of yourself, and you’ll see how your growth
has a positive impact on the growth of other people. You
can measure precisely how you’re getting things done in a
way that’s faster, easier, cheaper, and bigger than before,
and how the improvements you’ve made are contributing to
improvements in what other people are doing.
You can measure people’s entrepreneurial freedoms—the

freedoms of time, money, relationship, and purpose—and
their expansion in the world. And your goal is to collaborate
with others in order to create prosperity.
Capitalism rewards uniqueness, others don’t.

You recognize that you’ve only developed your unique char-
acteristics, capabilities, and contributions because you’re
increasingly operating inside of the Capitalist growth stages
of pricing, property, profitability, productivity, and prosperity.
No other system purposefully rewards uniqueness. In fact,
other systems reward conformity.
I’ve spent time in the school system, in a religious system, in

the FBI, and in the United States Army. In every one of these
systems, I noticed that you’re not encouraged to be unique.
You don’t get rewarded for being unique. You get rewarded,
and praised, for your conformity. It’s because of this that
these systems, and all other systems that aren’t Capitalism,
train people out of developing their uniqueness. There’s no
originality and no focus on individual creativity and innova-
tion.
In the Capitalist system, the most successful people are
57
Chapter 8
rewarded with personal wealth, personal growth, big-

ger companies, and a greater impact in the marketplace.
Capitalism is the only system where unique individuality is
celebrated, rewarded, encouraged, developed, accelerated,
and facilitated.
Capitalism appreciates, others don’t.

You appreciate what Capitalism does for you individu-
ally because Capitalism itself is about the appreciation of
everybody’s value. The entire system is about the growth of
everyone and everything. People who support other eco-
nomic systems cannot comprehend any of this.
Other systems have an abstract theory at their centers: that

everything has an inherent value. It’s an emotion-based the-
ory that posits that you have value whether it’s recognized
by anyone else or not.
But you can only confirm you have this value by how it
shows up outside of you. In other words, you have to do
something that makes a difference. You have to do some-
thing that other people see as a positive. Or you have to go
someplace else where that can happen.
Capitalism rewards value creation, others don’t.

You are continually rewarded by Capitalism every time you
create new kinds of value in other people’s lives and work.
The more you create, the more valuable you become to
more people, and the more you’re rewarded. No other sys-
tem provides this ever-rewarding experience.
In a Capitalist system, your value creation is rewarded with

money, praise, and a growing reputation as a value cre-
58
ator. More and more, other individuals who are also value
creators will want to get involved in what you’re doing. So,
gaining the use of other people’s capabilities is an additional
reward for your value creation.
Only Capitalism rewards you like this. Before Capitalism,

the way to increase your wealth was to steal from some-
one else. Capitalism is the cooperative way of doing things,
where you’re rewarded for creating value for other people.
Capitalism expands collaboration, others don’t.

Your individual success enables you to enjoy increasingly
expansive collaboration with other successful achievers.
In all other systems, the experience of being individually
successful is characterized by increasing loneliness, worry,
guilt, envy, and fear.
Cooperation existed prior to Capitalism, but it was used

mainly to maintain what people already had. The break-
through with Capitalism is that it involves collaboration
based on future possibilities. Capitalism is the only system
that moves people into the future and actually creates new
futures. All other systems are based on theft and redistribu-
tion: things are taken away from one person and given to
another.
With Capitalism, it all starts with individual uniqueness. If

you appreciate your uniqueness, you want to grow it. Every
individual is spurred on by a vision of a bigger, better future.
They don’t have the capability to get there yet, and so they
do what’s needed to gain the capability. They’re always
growing and improving.
59
Chapter 8
60
61
Conclusion
You’ve Always Been “Capitalizing”
Now that you understand Capitalism’s five
stages, you realize that all of your best permanent
progress in life so far is based on them.
Capitalism is the universal methodology for all positive
individual growth. It’s been taking form ever since the first
humans discovered and appreciated their individual unique-
ness. The system was developed through a very difficult,
gradual process of trial and error, with many wrong turns
and setbacks along the way—just as it has been for you in
your own life.
You’ve had to earn every jump in capability you’ve achieved.

You still lose your way sometimes, forgetting where you
are in the five stages. But as soon as you go back to the
formula of pricing, property, productivity, profitability, and
prosperity, you take the next growth jump. The Capitalism
methodology is always at work everywhere around you. You
only have to master it for yourself.
It’s true that you can be lucky or unlucky based on where

you’re born. Capitalism’s rewards are not equally available
to everyone in every country. Life’s not fair. But the meth-
odology, if you have it in mind, always works. To the degree
that you can be successful in life in a positive way, you’re
following Capitalism.
Your five-stage lifetime progress.

Every time you’ve grown, it’s because you followed a meth-
odology. It starts with appreciating yourself, and then it con-
tinually grows with other people outside of you appreciating
your growing value creation, contribution, and collaboration.
62
The toughest part of Capitalism might be appreciating your-

self. You can’t buy into anybody else’s explanation of who
you are. You can take insight from other people’s observa-
tions, but there is no outside explanation of who you are and
why you’re unique that’s better than your own.
None of us does anything in isolation. We’re social crea-

tures from before we’re even born, connected to another
person. And there’s no explanation for why some people
choose to follow the Capitalist methodology, starting off by
appreciating themselves, and why others don’t. I’ve seen
people grow up in conditions where you would say, based
on their environment, that they had no choice, but they still
somehow chose to follow the Capitalist methodology. And
I’ve seen individuals who were born into an environment
that was ideal for them to follow the methodology, and they
didn’t make that choice.
Capitalism started with humanity.

You increasingly understand as you grow that you’re just
being human. That’s what “humanity” is—uniquely creative
individuals continually transforming their experiences, both
good and bad, into higher levels of knowledge, capability,
and cooperation. The first humans when they first did this
created Capitalism. This is the system that humanity created
for its own growth.
At a certain point, we go from working with our own unique-

ness to creating unique collaborations with other unique
individuals. The capital is each person’s experience of
growth for themselves. It’s something that’s worth some-
thing.
63
Conclusion
Then, we take advantage of other people’s experience.

That’s where the capitalizing process actually starts. We’re
capitalizing on what’s available to us to create a new future.
Earning every single jump.

You know that no one else can make you into a successful
Capitalist. No individual can do it for any other individual.
Every step and every stage of your Capitalist progress has
to be earned, starting with your appreciation for your own
individual uniqueness and continuing upward with growing
your unique value creation for others. It’s a self-initiated
journey. So if the self doesn’t initiate it, no one initiates it.
Nobody else can.
The Capitalist methodology can take all sorts of forms.

Entrepreneurism just happens to be the form that I saw as
the only possible one for me. I knew that if I were to con-
tinue to grow, I couldn’t grow as a member of somebody
else’s organization. So when I was 30 years old, I had fin-
ished testing where I could work and whom I could work
with. And I said, “I have to be in charge of my pricing, I have
to be in charge of my property, I have to be in charge of my
productivity, I have to be in charge of my profitability, and I
have to be in charge of my prosperity.”
Entrepreneurism is a life form where there’s no alterna-

tive except success. It’s the willingness to face the world
alone, at least for a time, until you can get an autonomous
foothold, and then you start adding other capabilities and
resources to it.
Always working the methodology.

You know that when something isn’t working, it’s always you
64
that isn’t working. Your life only works to the degree that
you work the five upward stages of Capitalist methodology.
The methodology always works for you when you work the
methodology.
There have been Strategic Coach team members who were

initially very enthusiastic and then, sometime later, they
either quit or were fired. At a certain point, their entire moti-
vation became status, and the moment that happened, they
became very unhappy with being in an environment of con-
stant growth. For them, it wasn’t about growth, but about
position, rank, seniority, and status.
The moment it’s not about growth, there’s no electricity in

your life. You stop working the methodology, and you stop
getting the rewards.
Working everywhere around you.

You can get confused, distracted, fatigued, and discouraged
along the Capitalist way, but you’ll never be lost as long as
you look outside of yourself. Millions of other people are
increasingly working the Capitalist methodology.
There is no shortage of useless messages coming from the

outside about how other people are feeling about their lives.
But when you focus only on what you’re doing, the progress
you’ve made, and the progress you’re going to make, you’re
shielded from those external negative messages.
You’re far from alone in following the Capitalist methodol-

ogy. Just look around, and you’ll see where others are mak-
ing unique progress using the same system you are. If you
look for growth opportunities, there’s nothing that will stop
you from always growing.
65
Conclusion
66
67
The Strategic Coach Program
Where Entrepreneurs Endlessly Grow
You recognize that your best Capitalist success
can be achieved right now by joining Strategic
Coach, a global community of like-minded
entrepreneurial achievers.
If you’re reading this final section, it means that you’re a
committed Capitalist. And this didn’t happen yesterday—
you’ve been growing in this direction from childhood, espe-
cially since you decided to be an entrepreneur.
You now understand how the five Capitalist growth stages—

Pricing, Property, Productivity, Profitability, and Prosperity—
describe your unique entrepreneurial growth path so far. You
realize that Capitalism is the only methodology that totally
supports your entrepreneurial lifetime. It’s also your map for
what lies ahead: entrepreneurial growth that is 10x, 100x,
perhaps 1,000x bigger and better than what you’ve already
achieved.
For those results, you’ll need a globally expanding commu-

nity of like-minded Capitalist achievers. You’ll need Strategic
Coach.
You’re a Capitalist.
You love the five-stage growth system because it explains
how you’ve always been improving, growing, progressing,
and prospering. Capitalism is your best explanation for why
you’ve been uniquely different and creative, and why you’re
always going to create even more value for others.
There’s a weirdness surrounding Capitalism today because

people outside of it have opinions on what they think it is.
68
They seek an alternative to Capitalism because they see it

as being too harsh. This is because there are measurements
to it, and people don’t like being measured. But you’re
aware that without measurements, you won’t have growth.
The methodology and the map.

You feel very fortunate that you instinctively knew how to be
a Capitalist simply by choosing your unique entrepreneurial
path. In spite of any obstacles that were thrown in your
way, you’ve been increasingly mastering Capitalism’s
methodology.
The path that you’re following isn’t one that you created.
It has existed since the beginning of humanity. It’s the one
that rewards people for taking it, and you chose to take it.
You might not have recognized the stages, but now you do.
And there are a lot of other people who have chosen the
same path that you have. The best of these people come to
Strategic Coach—the only coaching program for entrepre-
neurs that bases all progress on the five growth stages of
Capitalism.
First individually, next collaboratively.

You appreciate that all entrepreneurs have to start their
journey on their own as uniquely individualistic achievers.
You’ve done this and proven your value for many years.
Now, you’re more than ready to take the collaborative leap
of mastering Capitalism with a community of thousands of
other Strategic Coach achievers.
Every individual has to be willing to start out on their own.

You did that a long time ago. You’re at a point where you
69
can completely and clearly understand the achievement

you’ve pulled off to reach the place you’re at right now. And
now you don’t have to do it alone anymore. You can join a
community of other people who have proven themselves
incredibly capable in the same way you have. It was very
hard at the beginning, but now it gets easier.
Future growth: 10x, 100x, 1,000x.

You’ve achieved so much on your own, and it required enor-
mous self-generated commitment and courage. That was
a test of your resolve, and you’ve proven to yourself that
you have what it takes. Now, it’s time for your collaborative
Capitalist payoff of 10x, 100x, even 1,000x entrepreneurial
success inside of Strategic Coach.
There’s just one method for being successful as an entre-

preneur, and you’ve already mastered it without realizing you
were doing it. Now, you can really work the methodology in
the company of like-minded peers.
Continual expansion of the Four Freedoms.

As an entrepreneur in Strategic Coach, you’re able to
achieve remarkable, continually expanded freedom of time,
money, relationship, and purpose in both your personal and
business life. Your home life transforms, your health and fit-
ness transform, and your company becomes self-managing
and self-multiplying.
Through our structure, you can immediately determine

whether a situation is a good way for you to be spending
your time. If something isn’t in service of expanding your
Four Freedoms, you’ll become clear on that, and you’ll
make the right decision for yourself. No longer will you
make any choice out of unthinking habit.
70
Three growth levels of thinking.

Entrepreneurs experienced in the use of Strategic Coach
thinking tools continually grow upward and outward in
their mastery of internal teamwork and external collabora-
tion. They progress through the Signature, 10x Ambition,
and Free Zone Frontier levels of the Program, using
ever-more-powerful thinking tools.
The Signature Program frees you from friction and from

anxious thinking related to status and competition. You
become clear on the business life and personal life you
want, you start expanding each of the Four Freedoms, and
you build a Self-Managing Company.
Eventually, you realize it’s easier to plan for 10x progress

than it is to try to push the existing system further by work-
ing harder and longer. In The 10x Ambition Program, you
build on your self-managing foundation and start creating a
self-multiplying foundation.
Then you’re ready to enter a society where everybody’s at

this stage of thinking and development. And that’s The Free
Zone Frontier Program. Every entrepreneur in the Free
Zone is at the top of their game. They’ve left status con-
cerns behind, they operate with abundance mindsets, and
they’re ready to collaborate and grow their impact at the
very highest levels.
For more information and to register for The Strategic

Coach Program, call 416.531.7399 or 1.800.387.3206, or
visit us online at strategiccoach.com.
71
Your own 10x personal and 10x company growth continually

transform within an expanding global community of other
Self-Multiplying Companies. These entrepreneurs are
increasingly bypassing all competition in their industries
and markets by creating 10x up to 1,000x collaborations that
will grow in IP asset value to US$15 trillion by 2044.
With your increasingly productive and profitable Self-Managing

Company, your personal ambition confidently envisions
10x growth in all areas of your business and personal life
— certainly within a 10-year period. As this 10x Mindset
permeates throughout everyone’s daily teamwork, the entire
organization becomes a Self-Multiplying Company.
You identify and establish your Unique Ability as the dynamic

center of your business and personal life. This enables you
to create a constantly expanding Self-Managing Company in
which all team members grow in their creativity, productivity,
and collaboration. Your personal income and Free Days
increase, and you plan to never retire.
72
73
About The Author
Dan Sullivan
Dan Sullivan is the founder and president
of The Strategic Coach Inc. and creator
of The Strategic Coach® Program, which
helps accomplished entrepreneurs reach
new heights of success and happiness. He
is author of over 50 publications, including
The Great Crossover, The 21st Century
Agent, Creative Destruction, How The
Best Get Better, and The Ambition Series of quarterly small
books. He is co-author of Who Not How, The Gap And The
Gain, The Laws of Lifetime Growth, and The Advisor Century.
CAPITALISM — AND
EVERYTHING ELSE
Capitalism often gets a bad rap. But in
this book, Dan Sullivan defines capital-C
Capitalism as a five-stage growth system
that’s available to anyone and everyone who
recognizes their own individual uniqueness
and what they have to offer, values that
uniqueness, and is open to collaborating
with other unique individuals to create even
greater value.
Your uniqueness is your capital.
For more information about Strategic Coach :

®
1.800.387.3206
Toll Free From The UK: 0800 051 6413
www.strategiccoach.com
TM & © 2023. The Strategic Coach Inc. All rights reserved. No part of this work may be reproduced in any form, or by any means whatsoever,
without written permission from The Strategic Coach Inc. Made in Canada. February 2023.

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CAPITALISM — AND

You can also gain a complete overview of the ideas

The audio recording that accompanies this book

Our video interviews about the concepts in the book

Score your Capitalism—And Everything Else mindset

After absorbing the fundamental ideas of the

Your uniqueness is your capital.

Strategic Coach , The Strategic Coach Program, The Strategic

Coach Signature Program, Free Zone Frontier , Self-Multiplying

Company , The Self-Managing Company , The Gap And The Gain ,

Program are trademarks of The Strategic Coach Inc.

Cartoons by Hamish MacDonald.

Printed in Toronto, Canada. The Strategic Coach Inc., 33 Fraser

This publication is meant to strengthen your common sense, not

If you would like further information about The Strategic Coach ®

Program or other Strategic Coach services and products, please

telephone 416.531.7399 or 1.800.387.3206.

Library and Archives Canada Cataloguing in Publication

Title: Capitalism--and everything else : mastering the only growth process

Names: Sullivan, Dan, 1944- author.

Identifiers: Canadiana 2023014246X | ISBN 9781897239841 (softcover)

Subjects: LCSH: Success in business.

Classification: LCC HF5836 .S85 2023 | DDC 650.1—dc23

The Strategic Coach Program 68

There’s a name for this overall growth of measurable prog-

Capitalism is often viewed as a big, impersonal system. But

Always measuring progress.

You can’t compare yourself to anyone else or to anyone

Measurably greater capability.

This growth in capability doesn’t only happen when the goal

is achieved; it also happens in the pursuit of the goal. You

And as a result of the greater capability, you can achieve

Measurably greater confidence.

And all of it’s called Capitalism.

where your unique experience has been one of always

Wherever and whenever individuals like you are uniquely

With Capitalism, the motivation always comes from the

Everything else is something else.

Anyone who chooses not to live their daily life by uniquely

There are infinite varieties of “something else.” Some of

This powerful force is called Capitalism, and here’s how it

Pricing your capability.

yourself. This establishes your “price” in the world.

Everybody looks to the outside to determine their value and

Owning your property.

Over time, this property continually deepens and expands,

For a lot of people, their only notion of property is physical

growth and capability is uniquely your property because it

Improving your productivity.

Productivity is the third growth stage of Capitalism and

And as your productivity improves, you have to continually

Increasing your profitability.

Your work gets easier and your price increases because a

You’re increasingly getting more energy back than you put

Expanding your prosperity.

But it’s an easy system to misunderstand. People who see

They control other people’s capabilities, time, work, effort,

When people use the methodology, there are more oppor-

Everyone has to self-establish their own unique value in

There’s no justice to pricing; it’s all negotiation. If you’re

You value your experience.

I’ve personally never wanted to be someone else. I’m aware

The only person I would ever visualize being is a better