15 Universal Attributes of Winners

In Win: The Key Principles to Take Your Business from Ordinary to Extraordinary , master communicator Frank Luntz demonstrates the how-to behind winning strategies, using examples from some of the world’s most successful businessmen, politicians and sports figures.

But more than a “how-to” book, Win focuses the “Nine Principles of Winning,” common philosophies shared by all winners. Chapter by chapter, Luntz outlines the character traits you must cultivate in order to achieve not just financial success but the ability to make a difference in the lives of others. Luntz’s lessons can be applied by any leader because his basic message is that winning doesn’t come from focusing on the bottom line or even on success. Instead, he says, winning is the result of building one’s business around something people actually need—something that makes the human condition better.

The 15 Common Traits of Winners

In the study of hundreds of successful men and women, Luntz surmised these same 15 traits among all subjects he studied. How many of these traits do you see in yourself?

The ability to grasp the human dimension of every situation

The ability to know what questions to ask and when to ask them

The ability to see what doesn’t yet exist and bring it to life

The ability to see the challenge, and the solution, from every angle

The ability to distinguish the essential from the important

The ability and the drive to do more and do it better

The ability to communicate their vision passionately and persuasively

The ability to move forward when everyone around them is retrenching or slipping backward

The ability to connect with others spontaneously

A curiosity about the unknown

A passion for life’s adventures

A chemistry with the people they work with and the people they want to influence

The willingness to fail and the fortitude to get back up and try again

A belief in luck and good fortune

A love of life itself


Join SUCCESS editors and staff as we collaborate to read Win: The Key Principles to Take Your Business from Ordinary to Extraordinary by Frank I. Luntz.  Read chapter discussions each week on the SUCCESS Blog, and share your own highlights and criticisms. This month, you will determine:

How to identify your target audience for what you want to communicate

Connect with your customers and employees on a human level.

Stay one step ahead of the competition.  


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