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This Issue: Don’t Do it for the MoneyIssue 13Go Beyond Money to Find a Passion forLifeby Donald J. TrumpEveryone knows I have a passion for life. The first sentence in my first book, TheArt of the Deal , goes like this: “I don’t do it for the money. I’ve got enough,much more than I’ll ever need. I do it to do it. Deals are my art form. Other people

paint beautifully on canvas or write wonderful poetry. I like making deals,preferably big deals. That’s how I get my kicks.”

That book came out in 1987. It’s almost 20 years later and I’m still making dealsand I’m still not doing it for the money. I think time is on my side because I havea lot more money now than I did then.

At the end of that book, I also mention that there are two things I have foundmyself to be very good at: overcoming obstacles and motivating good people to dotheir best work. I’ve had some major challenges since then, and thanks to my passionfor life, I’ve met them all. I’ve even made a hit television show out of motivatingsmart people to do and be their best. I certainly didn’t see that one coming, nordid I see Trump University surfacing either. But here we are, with The Apprenticeentering yet another season and Trump University expanding in many ways.

I didn’t get involved in either one of these ventures to make money. I had somethingto offer and the opportunities presented themselves to me. I was simply in the midstof doing my daily deals when these things found their way to me. It’s funny how thatcan work. Notice that I said I was working, doing my daily deals. I wasn’t sittingaround waiting for people to come up with great ideas for me. Thanks to my passionfor life, I was focused on my business and moving forward daily when they werepresented to me. There’s something about keeping your momentum going that can worklike a generator in producing and attracting good energy and great ideas.

If I was in it just for the money, I would never have ended up doing a lot of thethings I’ve done. Take Wollman Rink, for example. My decision to renovate it didn’t



Untitledcome from any profit motive. I did it to save the city time and money. I knew I hadthe ability to get it done in less time and for less money. I loved doing that jobbecause I love New York City and Central Park, and the citizens of New York deservethe best.

Ask yourself what give you a passion for life, then think about the money. If youthink about the money first, you’ve got it all wrong. That’s a backwards approach tosuccess, and it won't be very rewarding for very long. Sure, money is a scorecardand it is certainly useful, but it shouldn’t be the be all and end all. See it asthe means to an end, but not the total reason for your efforts or endeavors. AsBenjamin Franklin put it: “He that is of the opinion money will do everything maywell be suspected of doing everything for money. ”

You might be thinking that it’s easy for me to say what I’m saying because I’malready a billionaire. It probably helps, but even when I was a millionaire, mypassion for life stemmed far past the end product. I had to care about what I wasdoing, while keeping the big picture in mind. I wanted to transform the CommodoreHotel into a beautiful Hyatt Hotel not just because it would be a great success, butbecause it would help the surrounding, increasingly dilapidated area of GrandCentral on 42nd Street. That’s a major thoroughfare, and it was becoming an eyesoreand an undesirable location in midtown Manhattan. My success there began a renewalthat has continued to this day. Yes, I made money, but there was more to it than

just that.

Give your goals substance. Imbue them with a value that exceeds the monetary. Makethem count on as many levels as you can. Give them a subtext that will provide themwith a dimension that will not only benefit you but other people as well. In otherwords, get the big picture. Finding your passion for life is an important aspect ofthinking big--and a big step towards greater success.

Donald J. Trump is Chairman of Trump University.

Let Your Passion For Life Transformby Barry LensonMoney is great. Yet if you study the lives of very wealthy people, you will discoverthat very few of them started out saying, “My goal is to get rich.” Almost withoutexception, they were driven by a personal passion for life that was so strong, money

followed as an afterthought.Consider Tom Chappell, the founder of Tom’s of Maine. His toothpaste, mouthwash, andother natural products are in more and more stores these days, from Wal-Mart to thecorner drugstore. Chappell founded his company in 1970. He still owns it today, andhe has been extremely successful in his life. His 2004 sales totaled $40 million.That’s not exactly Procter & Gamble territory, but it’s significant for a man withpassion for life who still operates his company from one building in Kennebunk,Maine.

Chappell was a member of the Woodstock generation, an environmentalist andnatural-foods fan. Back in 1970, his first product was a non-polluting laundrydetergent. While that product was flopping, Chappell introduced a hastily concoctednatural toothpaste and a mouthwash. When those products started selling briskly athealth food stores, Chappell’s passion kicked in. His toothpaste embodied hisvalues. It was being snapped up by a small but well-defined group ofhealth-conscious consumers. So why stop there? Why not get a tube of his naturaltoothpaste into every home in America?

Over the years, that passion transformed Chappell into one of today’s mostinnovative marketers. In fact, his marketing concepts work so well that they havebeen adopted by major corporations. Chappell puts kiosks of his products in unlikelyplaces in stores, for example. What is a toothpaste display doing in the middle ofthe produce section in a food store? Shoppers don’t understand, but they buy.According to retail analysts, his strategy can boost the sales of most products byas much as 65 percent. A passionate toothpaste maker thought it up, and now people



Untitledare paying attention. Passion transformed Chappell from a granola guy into amega-marketer.

Consider, too, the passionate for life of cosmetics magnate, Estee Lauder. Her realname was Josephine Mentzer. When she was a teenager, she whipped up her first batchof skin cream in a sink in the family apartment above her father’s hardware store inCorona, Queens.

Lauder started giving away samples of her creams at parties. People liked herproducts and started to buy from her. So, she visited every department store in NewYork until one, Saks Fifth Avenue, gave her counter space where she could sell herproducts.

That was in 1948. In the decades that followed, she built a company that, in someyears, sold 45 percent of all the cosmetics in America and exceeded $3 billion insales. Phenomenal success.

Her achievements were built on two passions: first, a commitment to high quality;second, fanatical supervision of the way her products were sold. When any departmentstore began to sell her products, Lauder showed up and personally trained hersalespeople. She did that in Dallas and Paris. When the GUM state department storein Moscow started to sell her products, Lauder showed up on the first day, too, and

taught salespeople how to pitch her wares. The Iron Curtain couldn’t stopher--nothing could.

Chapell and Lauder could not be more different. One is a New England Yankee and theother was the daughter of Jewish immigrants from Eastern Europe. Yet they were bothtransformed by the passion for life that brings ultimate success.

Let’s remember how lucky we are to live in a country that rewards ambition. Couplethat ambition with a passion for life and watch what happens. One day the world willbe reading about your success in the pages of glossy magazines.

Barry Lenson is Executive Editor at Trump University.

Different Varieties of Success for Different Passions for Lifeby Adam Eisenstat

Generally there are two types of people who claim they “don’t do it for the money”:those who already have plenty of money and those engaged in fundamentallynon-lucrative creative or service-oriented fields like the arts or social work. Inboth cases, passion for life or some other deeply held personal value is what drivesthem to keep working and succeeding on many levels.

Artists epitomize the idea of working vigorously for something other than money. Thecreative realm is one of extremes--feast or famine--and the vast majority of artistsmake little or no money. They often pursue their “real” work as a sideline to someless than fulfilling job that pays the bills. Even successful, well-compensatedartists usually started quite modestly and worked for years making no money whilehoning their talents. Visions of wealth and riches might be a key factor in theascent of some artists, but even they must enjoy making art for its own sake to besuccessful at it on any level.

The process of making art, the day-to-day engagement with technique, and the wholeexperimental/trial-and-error mode at the root of creativity is miles away from therealm of dollars and cents. An artist will not be successful artistically orfinancially if he or she is not focused on the creative process. Finding a passionfor life is separate from the process of moneymaking.

Products or enterprises spawned from passion and whim, rather than some whollycommercial impetus, have a different character. Compare a Motel 6 in Any Rest Stop,U.S.A, to a bed and breakfast in Vermont. Compare a blockbuster Hollywood movie,backed by a multimillion-dollar marketing/merchandising campaign, to a more nuancedfilm that is an obvious labor of love. When something is done not just for the



Untitledmoney, it shows.

There are more than a few professions that require years of study and training, yetassume that whoever makes the effort will not get rich. Law enforcement, socialwork, environmental preservation, and countless other fields attract the sort ofpeople who work for something besides money. It may be the feeling of making adifference in the community or helping others that motivates people to spend so muchtime training for a job that may actually result in a long period of financialstruggle. In many of these cases, the work and the feeling that comes from seeingthe results is its own reward.

Money is essential to the “business of life,” which revolves around food, shelter,intoxication, entertainment, and the rest. But so is the fact that there are aspectsof human beings, deep-seated and very basic urges, which have little or nothing todo with money. Of course, money intersects with everything in this society,including our passion for life. That’s why some people who honestly claim they“don’t do it for the money” may actually make a lot of money doing what it is theydon’t do for the money.

Adam Eisenstat is Director of Communications at Trump University.

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