001

Table of Contents
 
Title Page
Copyright Page
Acknowledgements
About the author
Foreword
Preface
Why read this book?
 
CHAPTER 1 - SINK OR SWIM
CHAPTER 2 - ARE YOU A DRIFTER?
 
Don’t confuse your job and your purpose - they’re not the same
Don’t mistake your relationships for your purpose
Your goals need to fit your purpose
Your purpose doesn’t have to be overly impressive
Your purpose doesn’t have to make you a martyr
Your purpose doesn’t need to be complex
 
CHAPTER 3 - THIRST FOR SUCCESS
 
Success is a journey, not a destination
Success is the realization of your dream
Success is a worthy goal
Success is a choice, a decision: what do you want to be, to do and to have?
 
CHAPTER 4 - LIQUID GO(A)LD
 
SMART RAS
 
CHAPTER 5 - WHAT ARE YOUR ANCHORS?
CHAPTER 6 - FUTURE REFLECTIONS
CHAPTER 7 - TURN WATER INTO WINE
CHAPTER 8 - DECKCHAIRS ON THE TITANIC
 
Fire fighting
Fire prevention
False alarms
Fire escapes
 
CHAPTER 9 - DO YOU SWIM WITH SHARKS OR DOLPHINS?
CHAPTER 10 - STOP WHALING
CHAPTER 11 - GO FISHING
CHAPTER 12 - THINK IN WATER COLOUR
 
Go for quantity
Don’t judge or evaluate ideas as you go along
Capture all the ideas you have in some way
Learn to love half answers
Be naïve
Have an objective
 
CHAPTER 13 - SWIM AGAINST THE TIDE
CHAPTER 14 - DIVE IN!
 
Personal postscript
Recommended Reading
Afterwords

001

Acknowledgements
This book wouldn’t have been possible without the help of so many people. I’d like to offer my sincerest thanks to each of them and my apologies to anyone I have inadvertently missed out.
Geraldine, this book only exists because of your help, patience, advice, support and feedback. You don’t know just how much you mean to me. Thanks for inspiring me. Mum and Dad. Thanks for the encouragement, advice and constant inspiration. My heroes.
Chris, the best mate I could have.
Anthony and Rachael, thanks for the encouragement and web surfing.
Mari and Gerry, your attention to detail was phenomenal and your support vital. Thanks.
Chris Mallaband, the inventor of Liquid Thinking. Thanks, mate.
Phil Ince, the embodiment of Liquid Thinking. Thanks for being pernickety!
Iain and Andrea Allen, thanks for taking the time out from your own masterpiece to help.
Tracy Pettitt, thanks for the encouragement. Sorry for disturbing your train journeys!
Emma Finlay. The advice and unfailing support were amazing and invaluable. Remember me when you’re running the place!
Dave and Vicky Morgan. Your guidance and advice kept this book on course when it looked like getting lost. Vicky, apologies for keeping him working late to read the many drafts.
Ben Jemison for helping set up www.liquidthinker.comNicky Wooton and Andrew Park from www.cognitivemedia.co.uk. Thanks for humouring me at Fouracres and backing the idea with your amazing support. Much appreciated. Nobby Stiles, Sir Richard Branson, Angelo Dundee, Sir John Jones, Wayne Bennett and Chris Moon for offering your backing, support and encouragement.
Sue Schoormans for your support.
Chris Lunt. Thanks for your advice and guidance.
Brian and Christine Higginson. Inspirational.
Paul Lee. Respect.
Mark Holden. Good luck with the wedding.
Steve Byrne. What’s next?
Gerry Fannon. Hope you and the boat make it to Ireland one day.
Andy Hardcastle. Please now say something nice about Human Racehorses.
 
Forza Malaka!
All Liquid Thinkers. Thanks for the inspiration.

About the author
Damian Hughes is the founder of the LiquidThinker Company, which takes the methods used by great achievers and shows, in easy steps, how you can adopt them into your own life and business in order to achieve your dreams and ambitions. He is the author of Liquid Leadership and The Survival Guide to Change.
Hughes, a former England schoolboy footballer and Manchester United football coach, was a Human Resources Director for Unilever and led a turnaround in performance at the UK’s oldest manufacturing site in Port Sunlight before carrying out similar work in Africa and the US.
He now runs his own change management consultancy, LiquidThinker Ltd, helping a wide range of individuals, teams and industries achieve similar employee engagement and success. He also works as a sports psychologist for the GB Rugby League team.
Hughes runs a Manchester inner-city youth club, Collyhurst and Moston, which has helped reduce crime and help many kids find a purpose in their lives, from stopping crime to winning Olympic medals. He was nominated for the 2007 William Hill Sports Book of the Year award for his biography of boxing great Sugar Ray Robinson.
His innovative and exciting approach has been praised by Sir Richard Branson, Muhammad Ali, Sir Terry Leahy, Tiger Woods, Jonny Wilkinson and Sir Alex Ferguson.
If you are interested in Damian working with you, contact him at damian@liquidthinker.com or visit his website at www.liquidthinker.com.

Foreword
Having read this book, I am flattered that I have been presented as a role model and am delighted to be asked by Damian to offer a foreword for Liquid Thinking.
As someone who has achieved many of my own personal goals and experienced the satisfaction from doing so, I would recommend that you adopt the lessons and techniques, which are captured in this excellent book, to greatly assist you in achieving your own ambitions.
Go ahead. Take the plunge and become a fellow liquid thinker.
Sir Richard Branson

Preface
Angelo Dundee is the best known of all boxing trainers. He is the most recognizable and famous and trained more than 20 world champions.
 
It gives me tremendous pleasure to be able to offer a contribution to this excellent book.
I have been involved with boxing for 60 years and have been fortunate enough to train and work closely with over 20 world champions, including some of the all-time greats like Muhammad Ali and Sugar Ray Leonard. It is for this reason that I feel able to comment on what makes the difference between the ordinary and the great, where the thin dividing line between success and failure lies and what separates the true champions from the contenders.
It is not purely talent. I have seen hundreds of talented fighters who have never achieved everything that they should have done. It is not down to luck. Luck can only carry you so far. It is not about how privileged your background is or where you come from. It is about your attitude, the mental approach which you choose to adopt to chase your dreams. Damian has done a remarkable job in capturing, in this book, the tips and techniques which the great people, like Muhammad Ali, knew about and used to perfection to be able to conquer the world.
Your ambitions may be more moderate than that, but it still shouldn’t stop you using the same methods of the greats to help propel you towards your own goals. Combine these with the determination to work hard and dedicate your whole self towards achieving whatever it is you desire and you, too, can become your own version of a world champion.
Good luck!
Angelo Dundee

Why read this book?
I have written Liquid Thinking for a number of reasons, but mainly because I have always wanted to write a book. So this is the fulfilment of one of my goals and I hope that you will give it some attention.
The second reason is that I am a genuine believer that we are all capable of more than we give. I therefore wanted to write a book that was a celebration of those we work alongside every day, as well as famous and well-known achievers - people who have given so much of themselves to achieve their own goals.
The final reason is that I wanted to find out what these people have in common, what characteristics they share and what lessons and advice they could give that would allow others to learn from them and go on to achieve their own special goals.
I want to offer two pieces of advice before you venture much further into this book:
1. Come along with an open mind. If I am right, think about what you have to gain. If you are determined to shoot down the lessons in the book and find fault, then I have no doubt that you will be successful. I also have no doubt that you will gain nothing from it. Don’t close your mind to new possibilities.
2. Have a pencil with you when you read. This book is yours, so feel free to annotate or highlight any passages that strike a chord with you. There are actions for you to take at the end of each chapter - take time to work on these. You may struggle with some of them at first. Don’t worry, you can come back to them (skip to the chapter called “Perseverance” if you really need some convincing!), but do take the actions to get the absolute most out of this opportunity.
Creativity guru Edward de Bono suggested that 90 per cent of the mistakes we make in life are due to “solid thinking” - that is, an inability to see things from a different perspective. That is why this book is called Liquid Thinking. Applying its lessons to your life, goals and ambitions will open up a world of opportunities. Go on, have a go. What have you got to lose?
I look forward to hearing about your successes in applying the Liquid Thinking ideas and including them in the next volume.

CHAPTER 1
SINK OR SWIM
No matter what your age, you are responsible for your own actions, irrespective of the actions or inactions of anybody else. If you are past the age of legal reason, you and only you are accountable for what you do or what you don’t do.
 
JERRY SPRINGER, TALK SHOW HOST AND FORMER
MAYOR OF CINCINNATI
Jerry Springer, eh? And you thought this book would contain quotes from loads of famous dead people. Well, in my view his words are really relevant to this book and, more importantly, to you.
It is often said that there are three types of people in the world:
• those who make things happen
• those who watch what happened
• and those who say “What happened?”
I am continually amazed and fascinated by the number of people who either consciously or unconsciously believe in fate. What do I mean by that? Try it yourself - listen to your colleagues and your mates talking and count how many times a day you hear them say “if only”. “If only the managers here knew how good I am . . . if only people would realise how talented I am . . . if only I had more money . . . if only I were a bit younger . . . if only I were older . . . if only I were in charge around here . . . if only people would listen to me . . . I’d be more successful.”
Count how many times you hear yourself saying it (or words to that effect) - and then think about how much energy you’re using up in moaning and what you could be using it for instead.
Woody Allen said that the world is run by the people who turn up. When you talk to any successful person, they all say that in life there are either results or excuses.
Or think about what writer George Bernard Shaw said:
“People are always blaming circumstances for what they are. I don’t believe in circumstances. The people who get on in this world are the people who get up and look for the circumstances that they want . . . and if they can’t find them, they make them.
Richard Branson found the right circumstances to build a business. He decided to set up his Virgin Atlantic airline after he had tried to book a flight to New York and had spent a morning hitting the redial button on the phone, as the only current company doing flights to America was continually engaged. How many of us would find ourselves cursing and getting frustrated? Instead, he saw an opportunity. He reasoned that the company was either very poorly managed, in which case it would be an easy target for new competition, or so much in demand that there was room for new competition. He saw a result, not an excuse to give up trying.
Literally everything you do and everything you are - from how much money you earn to where you work, how successful you are as a parent, a friend or a workmate, and where you live - is a direct result of the decisions you have then made. You’ve made the decision to pick up this book and read up to this point. I would therefore encourage you to make another decision to read on. You’ll read about the lessons you can learn from meeting and reading about successful people, and I hope the structure of the book will make you think and help you achieve what you really want.
Viktor Frankl was a Jewish prisoner who survived the Nazi concentration camps but saw his wife and children killed in them. He has written a book about his experiences and talks about how he was forced to face the worst possible circumstances anyone could imagine, but he still believed that he had a choice. The only thing the Nazis couldn’t take from him was his own attitude. He made a deliberate decision that they would not dictate how he felt. He could choose that. He said:
“We who lived in concentration camps can remember the men who walked through the huts comforting others, giving away their last piece of bread. They may have been few in number, but they offer sufficient proof that everything can be taken from a man but one thing: the last of the human freedoms - to choose one’s attitude in any given set of circumstances, to choose one’s own way.”
If that powerful message isn’t enough to persuade you to make a choice about your attitude, there is another good reason. You will live longer. You may respond to that by arguing that there is no way taking responsibility for yourself and your circumstances can influence your life expectancy, that lots of variables come into play: diet, work pressures, diseases and so on. So where could you do a study where everyone was submitted to the same environment? How about a convent?
A group of psychologists analysed the attitude of nuns before they entered a convent. They discovered that 90 per cent of the nuns who took personal responsibility for themselves and their lives were still alive at the age of 84. In contrast, only 34 per cent of those who didn’t accept full accountability were alive.
Finally, if Jerry Springer is a little too lowbrow for you, I will finish off this chapter by quoting from another notable philosopher, Oprah Winfrey:
“My philosophy is that not only are you responsible for your life‘,but you are responsible for doing your very best at it at this very moment, which will put you in the best place for the next moment.”
Do you choose to sink or swim?
Action
Start to accept that you are 100 per cent accountable and responsible for you and your life, your feelings and every result you get. Stop making excuses and start to believe that you are the cause rather than the effect.
In 1964, when Russian leader Nikita Khrushchev was removed from power, he wrote two letters, which he handed to his successor, Brezhnev. He told him, when you get yourself into a situation that you are struggling to get out of, open the first letter. If it happens again, open the second one. Sure enough, trouble soon started to brew and eventually Brezhnev remembered the advice and opened up the first letter. It read, “Blame everything on me.” And so he told everyone that it was the fault of the old guy, Khrushchev, and the crisis died down and soon passed. Shortly afterwards, when another row threatened and trouble flared up again, Brezhnev remembered how effective the advice had been and so opened the second letter. This one said, “Start writing two letters.”
Don’t blame others. Accept personal responsibility.

CHAPTER 2
ARE YOU A DRIFTER?
“We are each gifted in a unique and important way. It is our privilege and adventure to discover our own special light.
MARY DUNBAR
When you go to a funeral, do you ever find yourself thinking about your own funeral, how many people would come and who would be there? If you don’t end up dismissing these thoughts as morbid or depressing, do you ever think about the funeral in a bit more detail and imagine what people would be saying about you? What do you think your family, your mates and your work colleagues would say about you? Stop for a second and consider this.
Beyond the usual comments about being great fun, always standing your round and being a good husband/wife/dad and so on, do you think anyone would be able to say what your purpose was, why you were on earth?
Wayne Bennett, a legendary Australian rugby league coach, summed this up well when, before a State of Origin match (the sporting series of Australia), he challenged his players to train and play as well as they possibly could, in order to fulfil the purpose which they had been assigned and which they were born to meet, with the words:
“Don’t die with the music in you!”
What a brilliant phrase that is. What do you think is the music in you?
Psychologist Sigmund Freud called our purpose “the golden seed”. At some stage in their formative years, most successful people remember someone telling them that they had a special talent. It could have been a teacher, a first boss, a priest, occasionally a relative, sometimes a mother or father. They tucked this private nugget away in their heart, but in times of doubt or uncertainty they pulled it out to reassure themselves that they were indeed pursuing their purpose.
Lance Armstrong, who fell in love with cycling at the age of 15, was influenced by his mother, who wanted him to keep fit and active. Richard Branson, one of Britain’s most successful entrepreneurs, discovered his talent when he started a school magazine with some mates. Muhammad Ali’s anger at feeling powerless to stop his bike being stolen by bigger, stronger kids led him to a boxing ring, where he was encouraged by his local police officer. For Tim Waterstone, the founder of the famous bookshops, it was a fascination with marketing along with his interest in books that fired his passion for bookselling. Thomas Edison, the inventor of the light bulb, was called a “stupid, muddle-headed blockhead” by a teacher at school. His mother who recognized his “golden seed” and she went to the school and told the teachers that her son possessed real intelligence. He said:
“She cast over me an influence which has lasted all my life. The good effects of her early teachings and belief I can never lose. My mother never misunderstood or misjudged me.”
We all have a unique purpose. So how do you discover yours?
Here are a few suggestions for you to think about:

Don’t confuse your job and your purpose - they’re not the same

Your job shouldn’t define you. It should link in with your purpose, but it should not be your purpose. After all, what would you do if your job suddenly changed or disappeared? Think about how many people you know who have used the motivator of redundancy or retirement as a catalyst to go and do what they have always wanted. Your job should support what you have always wanted to do.
Richard Branson believes, “If you are working for what really matters - your purpose - you will give it all you’ve got.”

Don’t mistake your relationships for your purpose

Don’t get me wrong. I’m not advocating that you leave your partner, but think of the film Shirley Valentine. She knew that her marriage didn’t suit her life and so she fled to Greece to try and find her purpose. Your relationship should be consistent with your destiny, but it should not be your destiny. After all, a shared purpose is going to be even more powerful.

Your goals need to fit your purpose

I write about goals in a later chapter, but what you do on a day-to-day basis should fit with your purpose. Do you find that you easily get caught up in tackling problems for others rather than being able to devote time to yourself and your purpose? Success is not the result of luck or spontaneous combustion. You must first set yourself on fire. Are you too busy putting out fires to be able to start any of your own?