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More by this authorThe ONE Thing;The Millionaire Real Estate Agent
Keller begins with a story of a missed opportunity of his own: he once had his eye on an ocean-view condo but hesitated, asking himself "should I invest?" and as a result missed out on a profit of about $100,000.
He says successful investors don't ask "should I invest" but "is this the good deal?" They see themselves as investors at all times and are always ready. Identity comes before action: when you see yourself as an investor looking for good deals, you naturally see opportunities that others miss. This is not recklessness but being ready to seize an opportunity.
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