Orchestration is the elimination of discretion, or choice, at the operating level of your business. - Michael Gerber

El problema consiste en que pensamos que estamos despiertos. Pensamos que ya somos objetivos. Pensamos que ya somos individuos. Pensamos que ya somos libres. ¡Pensamos que pensamos!

I’d like you to imagine that you are about to attend one of the most important occasions of your life. It will be held in a room sufficiently large to seat all of your friends, your family, your business associates — anyone and everyone to whom you are important and who is important to you. Can you see it? The walls are draped with deep golden tapestries. The lighting is subdued, soft, casting a warm glow on the faces of your expectant guests. Their chairs are handsomely upholstered in a golden fabric that matches the tapestries. The golden carpeting is deeply piled. At the front of the room is a dais, and on the dais a large, beautifully decorated table, with candles burning at either end. On the table, in the center, is the object of everyone’s attention. A large, shining, ornate box. And in the box is…you! Stiff as the proverbial board. Do you see yourself lying in the box, not a dry eye in the room? Now, listen. From the four corners of the room comes a tape recording of your voice. Can you hear it? You’re addressing your guests. You’re telling them the story of your life. How would you like that story to go? That’s your Primary Aim. What would you like to be able to say about your life after it’s too late to do anything about it? That’s your Primary Aim. If you were to write a script for the tape to be played for the mourners at your funeral, how would you like it to read? That’s your Primary Aim. And once you’ve created the script, all you need to do is make it come true. All you need to do is begin living your life as if it were important. All you need to do is take your life seriously. To create it intentionally. To actively make your life into the life you wish it to be.

Contrary to popular belief, my experience has shown me that the people who are exceptionally good in business aren’t so because of what they know but because of their insatiable need to know more.