“Hello Crusty” read the first line of the email sent to me from a senior exec last week. Now – I’m used to (and can fairly readily excuse) the odd “Kristy” I get via email (my name is Kirsty, not Kristy, Kristen, Kirsten, Kirsti or the litany of others I get called). But “Crusty”!! That was a first and a typo that cracked me up.

But while I was chuckling away at my new name (I’m printing up new business cards as we speak) it reminded me that you can read as many business blogs about the most complicated and exciting business concepts in the world, but if you can’t get the basics right (like: spelling someone’s name correctly, adhering to a client’s preferred method of contact, displaying your opening hours on the front of your retail store, responding to emails within a specified period of time) what’s the point?

Kirsty Dunphey is one of Australia’s most publicised young entrepreneurs and is the founder of http://www.reallysold.com - the ultimate tool to help real estate agents write amazing advertisements. The youngest ever winner of the Australian Telstra Young Business Woman of the Year award, Kirsty started her first business at 15, her own real estate agency at 21, was a self-made millionaire at 23 and a self-made multi-millionaire at 25. For more information on Kirsty or either of her books – Advance to Go, Collect $1 Million and Retired at 27, If I can do it anyone can, or to sign up to her weekly newsletter head to: http://www.kirstydunphey.com

At a conference in gorgeous Hamilton Island this morning I asked a packed room of around 400 people a question of opinion. I told them that the morning before I’d take two flights - one with Jetstar and one with Virgin Blue (both Australian domestic airlines). My question to them was which flight did they think I’d had more fun on? Their answer overwhelmingly that they thought I’d had more fun on the Virgin flight.

And they were of course right. When I hopped on the Virgin Blue flight I was called by my first name – off to a good start. And then because someone in that company a long time ago gave them permission to have fun and show their personality I got a little comedy routine as well as my flight.

Was the Jetstar flight in any way bad or did I get poor service? No (not this time). The flight was fine, but unmemorable in every way.

When Virgin Blue tell a plane load of people that we can’t bring fish products, fish fingers or mullet haircuts back home their culture infects people on that plane and leads to this overwhelming feeling that Virgin Blue are the “fun” airline such that a room full of 400 strangers know it instantly.

I’d love to think that in the companies I work with I’m constantly working towards a cultural state whereby a room with 400 strangers would be able to overwhelmingly pick my company as the one they’d had fun with too.

Kirsty Dunphey is one of Australia’s most publicised young entrepreneurs and is the founder of http://www.reallysold.com - the ultimate tool to help real estate agents write amazing advertisements. The youngest ever winner of the Australian Telstra Young Business Woman of the Year award, Kirsty started her first business at 15, her own real estate agency at 21, was a self-made millionaire at 23 and a self-made multi-millionaire at 25. For more information on Kirsty or either of her books – Advance to Go, Collect $1 Million and Retired at 27, If I can do it anyone can, or to sign up to her weekly newsletter head to: http://www.kirstydunphey.com

Take a major international credit card company I’ve recently reluctantly been communicating with.

They launched a new card in America – I thought it was cool, I went to their website to submit an enquiry to ask when / if it would be released in Australia. I wanted this card and I wanted to give them more business.

To follow was their response (which to read I had to click on a link in an email, log into a website and click twice more to read):

Dear :

Thank you for taking your valuable time to e-mail us. Your association with (XYZ) is highly appreciated.

I would be glad to assist you with your inquiry regarding (the new) card however, please be advised that you have reached the e-mail center in the United States. I am unable to assist you with your inquiry as your account is a Australia based account and we do not have access to your account records, nor we are trained to navigate your account. Therefore, for immediate assistance, please contact us at (insert American phone number) and a trained representative will provide you immediate assistance.

Please be informed that you are a Valued Cardmember, we are sensitive towards your concerns. Therefore, please be assured that we will do our best to most effectively understand your needs and more quickly handle your request.

I apologize for any inconvenience this matter has caused you and appreciate your patience and understanding in this matter.

We look forward to hearing from you so that we may effectively resolve your inquiry.

Sincerely,
XYZ staff member

This company’s lie? Saying I’m a valued or appreciated customer! If I actually was a valued cardmember:

• Perhaps their communication might have said “Dear Kirsty” instead of Dear blank
• Perhaps knowing I was in Australia they wouldn’t have sent me American phone numbers
• Perhaps they may not have sent me another equally useless communication after I responded to this one
• Perhaps instead of telling me how valued I was, they might have shown it by actually finding out the information I required and letting me know it

Tell your customers they’re valued all you like. But if your communications and your actions don’t scream it in every single way they’re not going to feel valued.

My gym makes me feel valued when I walk in and the check in counter is busy and they call me by name, wave me through and tell me they’ll fix up my sign in for me.

My post office makes me feel valued when they’re frantically upset that they don’t have my phone number on file to let me know about an express post parcel that arrived a few minutes after we collected our mail.

And yet neither my post office nor my gym have ever felt the need to sent me correspondence telling me I was “valued”. I feel it because of their actions, day in and day out.

Which would you prefer? Customers who can read that their valued or customers who feel valued?

Kirsty Dunphey is one of Australia’s most publicised young entrepreneurs and is the founder of http://www.reallysold.com - the ultimate tool to help real estate agents write amazing advertisements. The youngest ever winner of the Australian Telstra Young Business Woman of the Year award, Kirsty started her first business at 15, her own real estate agency at 21, was a self-made millionaire at 23 and a self-made multi-millionaire at 25. For more information on Kirsty or either of her books – Advance to Go, Collect $1 Million and Retired at 27, If I can do it anyone can, or to sign up to her weekly newsletter head to: http://www.kirstydunphey.com

In the TV show Friends, massage therapist Phoebe is accused of flirting with one of her clients because she got a pedicure, new toenail polish and a toe ring. Obviously – as a massage client, looking down through the hole in the table, Phoebe’s feet are the only part of her he can see.

My husband would be relieved to know that my masseur yesterday was definitely not foot-flirting with me! As I peered down through the hole in the table all I saw were some scuffed shoes and a very plain boring floor. As someone who has the attention span of a goldfish I must admit I was a little bored (not by the massage – just the view).

As I sat there peering at beige linoleum I was reminded of my firm belief that as many people as possible within a business should experience the business from the client’s perspective.

If the masseur had been in my place, perhaps next time I went back there might be a bowl of water with lilies or even goldfish as a friend of mine once experience while getting a massage in Vietnam.

If all dentists sat in their own chairs once in a while (and felt the terror that many of us do), perhaps they may all have the very groovy television on the ceiling I’ve heard one Sydney dentist has where you can watch a TV show or movie and pick up from that point next time you come in.

Where do your clients eyes go? If you run a gym, what is there for your clients eyes to go to while they’re on the spin bike or on a treadmill. My gym has little motivational quotes on the equipment. What about when you’re flat on your back doing a chest press – your client’s eyes are on the ceiling – what’s there for them?

My eye’s always go to the bathroom with me (shock horror) when I’m in a restaurant. If you work in one, head on in there and look around with your client’s eyes on (metaphorically of course!).

If you’re in retail, perhaps it’s your dressing rooms you need to study (see Interaction Enhancement for more ideas on client service and being a dressing room superstar). In real estate the eyes may be focussed on your car (what is that smell?) or the insides of your client’s cupboards (the buyer’s eyes will almost definitely go there).

Take a moment and be your client for 10 minutes today and change what doesn’t delight the eyes.

Kirsty Dunphey is one of Australia’s most publicised young entrepreneurs and is the founder of http://www.reallysold.com - the ultimate tool to help real estate agents write amazing advertisements. The youngest ever winner of the Australian Telstra Young Business Woman of the Year award, Kirsty started her first business at 15, her own real estate agency at 21, was a self-made millionaire at 23 and a self-made multi-millionaire at 25. For more information on Kirsty or either of her books – Advance to Go, Collect $1 Million and Retired at 27, If I can do it anyone can, or to sign up to her weekly newsletter head to: http://www.kirstydunphey.com

1. Throw out those fancy pink duplicate phone message pads that everyone loved so much (in the ‘80s) and email phone messages through your organisation.

2. Don’t mail out tax invoices – email them. Why pay for printing, paper, a stamp and an envelope when you can just mail the invoice?

3. Set up a blog with an RSS feed as the memo board for your staff, if this sounds too techie – set up a facebook fan page and do the same thing.

4. Ban overseas phone calls and have everyone use skype instead. If it’s a business call it’s probable that whoever they’re calling is going to have skype anyway.

5. Throw away your cheque book (well as much as you can). Pay everything by credit card or direct deposit (save the stamp, envelope and time).

6. Teach your staff the difference between using express / overnight delivery envelopes just ‘cos they’re fun and pretty and actually needing to. Also teach them that when sending a letter in the same post code – it’ll get there tomorrow anyway!

7. If you send out a printed newsletter – stop! C’mon who doesn’t have email these days – it’s cheaper and you’re killing less trees.

Ways to spend money that’ll still save you money in the long term

8. Subsidise staff member’s gym memberships. Healthier, fitter staff have less sick days. If you were to subsidise $100 from an annual gym membership and it results in 2 less sick days a year – you’re way in front.

9. Get rid of the charity choccies and biscuits (sorry!) and have fresh fruit available for your staff to munch on. See point eight about healthy staff being better staff.

10. Get a decent coffee machine in your office. 3 trips to the Starbucks a day ‘aint cheap (on your business – forget about on their pockets). If your staff are gone for 15 minutes a time for each coffee break, that’s 45 minutes a day more productive they could be if the coffee were easier to get to. Also (considering my rant on health), get a water cooler and make it much easier to get to than the coffee pot.

Kirsty Dunphey is one of Australia’s most publicised young entrepreneurs and is the founder of http://www.reallysold.com - the ultimate tool to help real estate agents write amazing advertisements. The youngest ever winner of the Australian Telstra Young Business Woman of the Year award, Kirsty started her first business at 15, her own real estate agency at 21, was a self-made millionaire at 23 and a self-made multi-millionaire at 25. For more information on Kirsty or either of her books – Advance to Go, Collect $1 Million and Retired at 27, If I can do it anyone can, or to sign up to her weekly newsletter head to: http://www.kirstydunphey.com

1.                As someone who used to spend a lot of time waiting for real estate clients to show up – I know that clients / appointments / people in general are often late. If you’ve got a book with you, the time can be wisely used.

2.                Books can be heavy and if necessary, a large book can be used as a weapon of self protection.

3.                Doctor’s can’t tell time. Ok – so I‘m sure they can, but they’re not usually too fussed with sticking to it when you have an appointment. While away those hours reading a good book.

4.                Waiting room magazines are usually from at least 5 years ago do you really want to see pictures from Fergie’s wedding (the Duchess of York variety, not the Black eyed Peas’ Fergie) again? Read a book instead. And also - do you really want to be fondling something so many sick people have held and spluttered over?

5.                Books can save your life. Baghdad, Iraq - A US soldier serving in iraq believes his Bible saved his life after it stopped a sniper's bullet. 22-year-old Army Private First Class Brendan Schweigart had his Bible tucked in a pocket beneath his bullet proof shield when he was shot with a high powered rifle while on a mission in Iraq. The bullet missed his vital organs, came out his chest, and lodged in his Bible before it could do more damage.

6.                Having a book on public transport makes you less of a target for the chatty grandma type or that guy who just can’t seem to observe personal space

7.                Kids play sport, sometimes not well, read a book instead. Also consider using a calming book as the antidote to being one of those crazy sidelines parents!

8.                We all have an unreliable friend. Rather than roster him or her off the social calendar. Tell them your lunch date is 1.30 (when it’s really 1.45) and take a book just in case.

9.                Books are ideal when you’re stuck in the car with boring company. Discard this tip if like me, the motion makes you a little queasy (books + vomit = a little hard to read).

10.           Your computer crashes, read 5 pages, there’s power outage, read 15 more.

11.           Handbags are so big now anyway – you may as well have a book (or an entire library in there). Guys, get a satchel or a man-bag, I think they’re hot.

12.           I remember when a trip to the hairdresser took half an hour, these days with the shampoo, head massage, colour, foils, trim, layering, complimentary choccies and beer, blow dry, straighten I’m out for half a day. Read a book instead of listening to the gossip.

13.           Speaker Pat Mesiti’s (www.mesiti.com) on board. He offers $1,000 to anyone who catches him without a book in his bag. Apparently his teenage daughter asks each day.

14.           Books make you look intellectual (glasses, a pencil in your hair and a good solid pocket protector also add to the geek-chic).

15.           I love a good airline magazine, but they tell people to take them home, people take them home and then I rarely get to read one! Take a book as a back up.

16.           If you don't know what the person you're mean to meet looks like (this happens to me way too often) arrive 20 minutes early, read your book and then it’s up to them to find you.

17.           And finally – if even Paris can do it, surely you can too!

Want to be an entrepreneur? So do a lot of people! And a lot of people go to their grave saying “I wish I’d…” and “If only I’d…”. If you’re determined not to be one of them, run through the A-Z and see if you’re on track.

Action – nothing starts without it. What are you doing today, right now (not tomorrow) to get you closer to your goals?

Bare yourself… (to yourself). Ask what it is you really want, what are you passionate about and what are you prepared to do to get there. More importantly, what are you not prepared to do to get there.

Care – Any entrepreneurial endeavour that has clients who care about the company has one leg up. Who are your raving fans? Who cares about what you do? What can you do to further cultivate that?

Dare – Risk doesn’t necessarily have to mean risky, but any entrepreneur dares where others don’t. Are you ready to be daring?

Eat up knowledge – anywhere you can and do it daily.

Friends – know who your real ones are and keep them close to you as you rise to the top.

Get up and go. No-one can train this into you. If you get up in the morning and want to go back to bed rather than off to pursue your entrepreneurial visions – get new visions that inspire you to get up and going.

Hug it out. Thank often and sincerely. Clients, staff, mentors, friends, parents and even your garbage person if they’ve helped you.

Individuality – what makes you special, unique and individual? How can you harness your special talents

Joke – keep laughing and smiling, you’ll need it for those less than perfect days.

Kill them with kindness. There is only one type of revenge you should ever enact on people who’ve slighted you in the business world, or said you couldn’t make it. Become amazingly successful! Nothing else you can do would make their stomachs turn even half as much.

Leverage – get the most talented people you can around you (people who are a heck of a lot smarter than you in their field). If you want to be all and do all yourself you’ll never have a saleable scaleable business.

Motion. Stay active in your mind and in your body. You’re no good to anyone if you’re not fit and healthy.

No. Learn how to say it. You can’t get to the top being everything to everyone.

Off switch. Find yours. Whether it’s yoga, gazing into your partner’s eyes or a marathon xbox-ing session, learn how to turn it off when you need to.

Passion! Even if your business is cleaning toilets, find something you can be passionate about within it. Whether it’s the systems, the service, the clients or even the relaxing sound of toilets flushing!

Questions – ask heaps! Find people who have done what you want to do, who drive the car you want to drive, whose staff think of them the way you want to be thought of and ask them questions.

Rough, tough and ready for critics. Got your tough outer shell on? The ride won’t always be easy and the comments about you won’t always be pretty.

Systems. Put them in place early and assess often. If your business can’t work without you – it’s not a business, it’s just a job for you.

Toxic people – get them out of your life! If you work with them, are friends with them or even have them in your family – stop hanging around them all the time. Strive for associations with positive, fabulous people who make you a better person.

Ubercool. Can you and your business be übercool? Are you setting in place the things that will make people one day say “I want my business to be just like ”

Voice. Find yours and make it heard. Publicity, press releases, media schmoozing – it’s all out there for free if you can make your voice heard.

Want a lot of stuff (success, things, travel, lifestyle, to be able to be philanthropic). Want it badly. And then get out there and get it.

X-ray like vision – use yours to stay on top of the latest trends, movements and shifts in your industry and in others. Challenge the status quo at every opportunity!

You are the CEO of your own life. What are you going to do with it?

Zorbing – do it or something you think is as much fun (skydiving, ride a roller coaster, travel to the pyramids, join the mile high club) as often as you can – why do you want to be an entrepreneur if not to do amazing things with your personal life as well.

Kirsty Dunphey is one of Australia’s most publicised young entrepreneurs and is the founder of http://www.reallysold.com - the ultimate tool to help real estate agents write amazing advertisements. The youngest ever winner of the Australian Telstra Young Business Woman of the Year award, Kirsty started her first business at 15, her own real estate agency at 21, was a self-made millionaire at 23 and a self-made multi-millionaire at 25. For more information on Kirsty or either of her books – Advance to Go, Collect $1 Million and Retired at 27, If I can do it anyone can, or to sign up to her weekly newsletter head to: http://www.kirstydunphey.com

http://www.kirstydunphey.com/interviews.html

March 2008

Kirsty Dunphey is one of Australia’s most publicised young entrepreneurs and is the founder of http://www.reallysold.com - the ultimate tool to help real estate agents write amazing advertisements. The youngest ever winner of the Australian Telstra Young Business Woman of the Year award, Kirsty started her first business at 15, her own real estate agency at 21, was a self-made millionaire at 23 and a self-made multi-millionaire at 25. For more information on Kirsty or either of her books – Advance to Go, Collect $1 Million and Retired at 27, If I can do it anyone can, or to sign up to her weekly newsletter head to: http://www.kirstydunphey.com

Grab your copy of Kirsty's new book here: www.kirstydunphey.com/downloadme.html

Print it, email it to friends, share as much as you like!

Happy reading

Kirsty Dunphey is one of Australia’s most publicised young entrepreneurs and is the founder of http://www.reallysold.com - the ultimate tool to help real estate agents write amazing advertisements. The youngest ever winner of the Australian Telstra Young Business Woman of the Year award, Kirsty started her first business at 15, her own real estate agency at 21, was a self-made millionaire at 23 and a self-made multi-millionaire at 25. For more information on Kirsty or either of her books – Advance to Go, Collect $1 Million and Retired at 27, If I can do it anyone can, or to sign up to her weekly newsletter head to: http://www.kirstydunphey.com

When thinking about what you want to achieve in life, how do your goals manifest themselves in your thinking?

Do you see pictures? Hear sounds? Feel the wave of exhilaration?

For me, I tend to visualise pictures of the event happening. I see myself exploring ancient ruins in Egypt or slipping into that divine pair of heels. I picture myself reading the 52 books I want to read in a year or seeing my husband on our 50^th wedding anniversary.

If you’re a pretty visual person like I obviously am enjoy the following “Goal Collages” superbly created by a coaching client of mine Brett Withington (personal trainer and business owner extraordinaire: www.jumpfitandpt.com.au).

Some of his goals quite clearly include family holidays, teaching, a new kitchen, cars and getting media coverage for his business.

To view image head to  http://kirstydunphey.blogspot.com/2007/12/goal-collages.html

I love the way he’s got this page laid out with a time frame to achieve his goals (July, 2009). He’s added a bit of humour by cutting his own head out and imposing over a teacher’s and he’s made sure it’s got a great balance with family, relaxation, business and personal goals.

I even took a leaf out of Brett’s album and had this photo taken of something I’d one day like to do – get interviewed by Oprah.

To view image head to  http://kirstydunphey.blogspot.com/2007/12/goal-collages.html

While I’m aware that this photo is NOT of my most flattering angle, it’s a great visual reminder of a goal.

While you may not have access to a wax model of a superstar to meet and you may not be as graphically talented as Brett – any one of us can grab a travel magazine, a photo of us and some scissors and get started on a goal collage right now.

And if playing with scissors, glue and paper feels little childish, why not plan one with your kids this weekend and get a feel for it that way!

Happy collaging

Kirsty Dunphey is one of Australia’s most publicised young entrepreneurs and is the founder of www.reallysold.com - the ultimate tool to help real estate agents write amazing advertisements. The youngest ever winner of the Australian Telstra Young Business Woman of the Year award, Kirsty started her first business at 15, her own real estate agency at 21, was a self-made millionaire at 23 and a self-made multi-millionaire at 25. For more information on Kirsty or either of her books – Advance to Go, Collect $1 Million and Retired at 27, If I can do it anyone can, or to sign up to her weekly newsletter head to: www.kirstydunphey.com

I love McDonalds, I have ever since I was a youngster. I fondly remember the birthday parties with ice cream cakes, the road trips we took with fries as fuel for the family and I vividly remember the day I was finally a “grown up” in my family – the momentous day I progressed from eating cheese burgers to quarter pounders.

These are happy childhood memories, understandably associated with a company that actively targets children in it’s marketing, layout, menu and facilities .

What’s interesting to note however is that I’ve never grown out of my childish love of McDonalds. I don’t go there as often as I used to, but I’ll always have a happy place in my heart for them.

Not for the quarter pounders. Not for the ice cream cakes. Not for the fries. For the actions of one person on one afternoon. 

On “the afternoon” I was about 12 years old and I plucked up all my courage and went up to the owner of my local McDonalds. I explained that I was a ten pin bowler (no giggling please) and that I thought McDonalds would be the best company in the world to sponsor my uniforms. A few details and a hand shake later and I walked out of McDonalds a sponsored athlete.

McDonalds in my local area went on to provide me with uniforms (red and yellow parachute suit, skirt and tops – don’t laugh I designed them!) for the next couple of years.

The moral of the story? Everyone should love McDonalds. Of course not! My own husband doesn’t even eat there!

The moral of the story is that businesses have the ability to create a lasting impression with children that could repay them in loyalty throughout their lives. I know I’ve bought enough quarter pounders over my adult life to pay for those uniforms many many times over!

The Beechworth baker Tom O’Toole does this by having school kids into his bakeries to make their own loaf of bread, McDonalds did it by saying yes to sponsoring an unknown plucky 12 year old (who by the way never achieved much in the sport). How could your business tap into this market of future customers?

Kirsty Dunphey is one of Australia’s most publicised young entrepreneurs and is the founder of www.reallysold.com - the ultimate tool to help real estate agents write amazing advertisements. The youngest ever winner of the Australian Telstra Young Business Woman of the Year award, Kirsty started her first business at 15, her own real estate agency at 21, was a self-made millionaire at 23 and a self-made multi-millionaire at 25. For more information on Kirsty or either of her books – Advance to Go, Collect $1 Million and Retired at 27, If I can do it anyone can, or to sign up to her weekly newsletter head to: www.kirstydunphey.com

Its Christmas time and Homer Simpson realises all too late that he's (yet again) forgotten to get his loving wife Marge a present. Despite frantic and fervent attempts at the last minute, Homer is still empty handed at the all important present giving moment.

Feeling guilty and dejected, Homer opens his present from Marge only to find that below the wrapping paper is another round of wrapping paper, addressed with a card that says "To Marge".

You guessed it, Marge knew that Homer would forget her present and so she got him the best present she could possibly have given at that time, a present for him to give to her. Smiles all round… and fade out.

As the Christmas buying frenzy approaches, I like to take the lesson from The Simpsons into my business. How can I anticipate my customer's needs in a similar way to the way Marge anticipated Homer's so brilliantly?

Whether you're the hairdresser who calls a client a week after selling them a hair straightener (just to see how they're going with it), the real estate agent who forwards their clients a list of local services (when they move to a new area) or the doctor who calls a long term patient a week after placing them on a new medication (just to check on them), we all have the ability to anticipate needs and in doing so provide moments in our own businesses where there are smiles all round and… fade out.

Kirsty Dunphey is one of Australia's most publicised young entrepreneurs and is the founder of www.reallysold.com - the ultimate tool to help real estate agents write amazing advertisements. The youngest ever winner of the Australian Telstra Young Business Woman of the Year award, Kirsty started her first business at 15, her own real estate agency at 21, was a self-made millionaire at 23 and a self-made multi-millionaire at 25. For more information on Kirsty or either of her books - Advance to Go, Collect $1 Million and Retired at 27, If I can do it anyone can, or to sign up to her weekly newsletter head to: www.kirstydunphey.com

As I've written about a number of times in both of my books - I'm a university dropout. I consider myself a life long learner and yet at age 28, despite attending uni on and off since I was 17 I'm still yet to get that all important piece of paper.

As an entrepreneur, I don't desperately need a degree to enhance my career prospects, however I find it strangely fascinating that a small but persistent part of me still wants a degree. I don't know whether it's to fulfil some distant childhood ambition or if I just want to wear the long black gown and fancy hat!

When I look through the list of my business role models however, I'm comforted to see so many who are also in the dropout category: Bill Gates and Paul Allen (Microsoft co-founders), Ray Kroc (The man who took McDonalds to the world), Henry Ford, Andrew Carnegie, Richard Branson, Larry Eillison (Oracle founder), Michael Dell, David Geffen (Dreamworks co-founder), Ted Turner (media giant), Blake Ross (Firefox co-creator) and Sean Parker (Napster co-founder). Not a lot of women on that list - but for the time being I'm happy to have my name in the same category - so long as I stick to my goal of being a life long learner.

Steve Jobs (Apple & Pixar co-founder) is a name glaringly missing from the above list. Having just finished reading iCon - a book all about Steve, I found his dropout story one of the most fascinating I've read. He dropped out after his first semester, managed to get a refund on the fees his parents had paid and still somehow managed to keep living on campus - only now he was attending the classes he was actually interested in (and not paying!). To learn more, check out the following:

Kirsty Dunphey is one of Australia's most publicised young entrepreneurs and is the founder of www.reallysold.com - the ultimate tool to help real estate agents write amazing advertisements. The youngest ever winner of the Australian Telstra Young Business Woman of the Year award, Kirsty started her first business at 15, her own real estate agency at 21, was a self-made millionaire at 23 and a self-made multi-millionaire at 25. For more information on Kirsty or either of her books - Advance to Go, Collect $1 Million and Retired at 27, If I can do it anyone can, or to sign up to her weekly newsletter head to: www.kirstydunphey.com

Goal setting can be a painful process.

As I write this, my lower thigh is bunched and labouring under thick sticky tape which is pushing my iliotibial band in a direction it just doesn't want to go. Earlier this morning for the third time in as many weeks a lovely lady with a deceptively sweet smile massaged the area sending bolts of red hot poker like pain shooting down my side and then she also stuck a few acupuncture needles in (just for good measure).

Yes indeed, this is what goal setting has done to me.

Each year for the past four years I've set myself the goal of running the Burnie 10, a 10 kilometre road race here in Tasmania, in under an hour.

Problems with this scenario:

1. I'm not a runner. The 2 kilometre race I ran in last year scared me!
2. Each and every year in my lead up training I've injured myself in some way (back, knee, ankle) causing me to drop out just before the race.

I vowed that 2007 would be my year - despite my lack of running prowess and well, my coordination if I'm being honest. And then four weeks out from race day, my knee started to ache during a training session. Despite rest, physio visits, a week at a health retreat and sooo many knee specific exercises the knee pain worsened and I was pretty much unable to run for three weeks prior to the race.

Race day arrived and my knee was beautiful… until the 2km mark when it started to ache and cause me pain. I pushed through it. At 3km I shed a surreptitious little tear because the pain was so great. I thought about stopping so many times, but I knew if I did I'd be back in the same spot again the next year, trying to achieve this goal that had eluded me for so long.

I kicked through the pain and pushed on. At the 6km mark (which was my previous mark for most distance run without stopping) I kept going, no walking for me. At 8km, despite the pain, I actually was able to speed up.

As I crossed the finish line I felt a lot of knee pain, but also a lot of personal satisfaction. The time read 1:01:40 - I was at first dejected, but then elated when I realised I didn't cross the finish line when the starting gun went off, but over 2 minutes later, leaving me with an eventual time of 59:14.

And now - I'm dealing with the knee pain that follows from pushing an injury a little too far. But every time I feel a little twinge in my knee - it reminds of me of the goal that I've finally achieved.

My 10 kilometre race run involved so many of the same steps that I've needed to achieve goals in my business life:

Know your weaknesses and plan to minimise them

In my race preparation I knew that there was going to be at least one large obstacle (my knee injury) so I did everything possible to mitigate the effect this would have (I went to my sweet smiling physio, I trained specifically to avoid the injury with my fabulous personal trainer and I rested the knee as much as I could).

In my business career, when I first started selling real estate I was a baby faced 19 year old. To mitigate the effect this could have had on my ability to succeed I took every course and read everything I possibly could, what I didn't have in experience I made up in knowledge.

Know when to take the more difficult option

When I wanted to give up (and walk) I pushed on, knowing that what I was striving for (the achievement of a four year goal) was more important than the pain in this case. Now I'm not saying that you should always exercise with injury and tough it out - but in this case, it was the right decision for me to do this.

In my business right before I opened my own real estate agency at 21, I had an opportunity to stay overseas, travel, see the world and take the easy option out. We all will be confronted with difficult choices in our working and personal lives. Taking the tougher option at the right time can open amazing doors.

Written goals are vital

Each day next to my head at my desk I had my training program which I would tick items off daily. At the bottom of my training sheet written clearly was my goal time - 59:00. I finished only seconds off despite my knee.

I write down my goals (personal and business) and I check them weekly - sometimes more often when the time frame is pressing. Three years ago I wrote down that I wanted to speak at NAR (the world's largest real estate conference.) I have studied that goal so often and I fly out to Las Vegas to do just that on Friday.

Whatever your goal, whatever your personal challenge - I wish you every success!

Kirsty Dunphey is one of Australia's most publicised young entrepreneurs and is the founder of www.reallysold.com - the ultimate tool to help real estate agents write amazing advertisements. The youngest ever winner of the Australian Telstra Young Business Woman of the Year award, Kirsty started her first business at 15, her own real estate agency at 21, was a self-made millionaire at 23 and a self-made multi-millionaire at 25. For more information on Kirsty or either of her books - Advance to Go, Collect $1 Million and Retired at 27, If I can do it anyone can, or to sign up to her weekly newsletter head to: www.kirstydunphey.com