Just one or two missing elements can make the difference between success and failure in a business. All too often, business owners and salespeople focus on the mechanics rather than psychology of business and sales. The purpose of this book is to rewire the thinking of anyone who wants to open a business or franchise, succeed at the business they already have, or increase their value to a business they work for. The author achieves this with a three-way approach so that the reader understands the business cycle from foundation to sales, with dozens of true anecdotal stories and chronic real examples of business, life, and sales successes, as well as failures. The powerful stories here will instill in the readers' mind, and they can instantly recall them, most especially in their business lives. This book is a must read for anyone contemplating to open a business or franchise.