In his inimitable no-nonsense style, John Bird - founder of the "Big Issue" - shows us how to be successful in whatever we choose in just ten easy steps. No one is born deserving anything - you only deserve what you achieve by yourself. Drawing from this, John's philosophy is based on the idea that success is about deciding what you want, working out what is important to you and then going out to grab it. The beauty of this approach is that we can all achieve whatever we want; we just need to go after it. With unique lessons such as 'Don't be afraid to make mistakes along the way. Instead, make mistakes and learn from them' and 'Take responsibility for yourself as you are no one else's problem', "The 10 Keys to Success" shows us how uncomplicated success can be.
John Bird was born just after the Second World War to a London Irish family in slum-ridden Notting Hill. Homeless at five, he went on to spend three years in an orphanage before, at the age of ten, embarking on a spree of shoplifting, house breaking, vandalism and arson. Periods in jail were followed in his twenties by the birth of three of his children and his metamorphosis into a successful businessman. At the age of 45, using his own life and professional experience, he founded the Big Issue and over the last fifteen years has overseen its development into an international movement which stretches from Tokyo to Totnes.