It’s been a little time now, but I suppose it’s appropriate to spike the football a bit and talk a bit more about the details of why I wrote my book, The Gunfighter’s Guide to Business.  I had in my life at that time a lot of people who were really gunning for me, literally.  They did many terrible things, and their world has crumbled around them, leaving them surprised by the consequences.  However, I had already informed them of what was going to happen in my book, which is one of the reasons I wrote it.  I really wanted to be fair, but the bloodthirsty nature of people provoked a lot of bad behavior that has since collapsed, and there was always something of a science to it.  So they can’t say they weren’t warned.  And it really is simple.  One of the key metaphors in The Gunfighter’s Guide to Business, which has achieved what I wanted out of it as a book on business that can help a select few understand why success or failure occurs, is the use of Wild West metaphors to put everything into context.  Why are some people successful while others aren’t? There is a real shell game in the world of people who seek equality and inclusion, who don’t want to admit to themselves the facts of this very distinct reality.  It takes courage to be successful, and you can’t replicate that with process improvements and administrative handholding.  And most of the world doesn’t want to believe that, so I had to write it down in a way that would predict the future.  And that future is now before many people who are finding their personal destruction quite a surprise.  So I explained it to them beforehand.

I love Wild West towns and the idea of them on the open expansion of the American idea.  A vast horizon of opportunity coming together to form a city of ambition, unleashed by capitalist ideas.  Wild West towns were unique to the American experience for many reasons, and I find them infinitely fascinating as a result of human need.  And upon their formation, of course, there were always bad guys trying to get a lot for very little and were willing to bring significant harm to people for their own profit.  So, in that way, how could you bring security to a town without hampering the ambitions of people seeking capitalist outcomes?  And to do so without letting bad guys take everything that was made.  Successful towns established a law and order that centered on gunslingers fighting it out in duels, and good guys like Doc Holiday, Wyatt Earp, and Wild Bill Hickock would meet the bad guys in the street and be willing to risk their lives to shoot their nemesis dead.  And as long as the bad guys were removed from harming good people, a town would grow and thrive.  But without such characters, evil would overrun the process and everything would fall apart.  And that is pretty much true in any endeavor that human beings involve themselves in, even to this day.  You can’t fake courage, and others need to survive in the world and lead good lives.  It all starts with a few unique personalities who have abundant courage and the skill to defeat all others.  Gunfighters come to mind in the concept of fast draw for obvious reasons; they are a uniquely American invention that points directly to why the United States has the largest GDP of any country in the world, especially considering the relatively small number of people contributing to the economy. 

The trick is, once a town was formed, then what?  In those cases of success, there were always plenty of parasites who would come into the city and try to establish rules to maintain order without losing the courage that the town was founded on.  In historical terms, these “Dandies” and “Bounty Hunters,” as I call them, are contemporaries of today’s consultant class, which is quite extensive, who attempt to feed off the carcass of those who have come before them and to steal the profit of their lives ruthlessly.  And they expect everything to work out well.  My response to all these occasions, including before I wrote that book, is to, as the gunslinger, get on my horse and leave town, not sharing the crime-fighting of the town’s profits with the newcomers.  Usually, the gunslinger would move from town to town once success set in, as tag-alongs would then create an administrative barrier.  Instead of a gunslinging gunman, towns would then form a sheriff and a court system. Although things were never quite as good, more people could join in stabilizing a town’s economy.  Gunslingers were not welcomed once things were working well, as collective-based people would then want to share in the glory of success without having the courage to propel it forward with their own sentiments. Consistently, these parasites would seek to steal success from those who created it, without expecting that success to fail in their hands.  However, it never works out that way; yet, after many thousands of years, people still expect a different outcome.  So I wrote my book to explain why that outcome never changes.  Success is directly attached to courage, and you can’t fake that.

I have dealt with people who think they are the most intelligent individuals in the world at many levels, and their ruthlessness has been very easy to overcome.  Usually, these people come out of the consultant classes, and they have a belief that collective administration can replace courage in process improvement, and it just doesn’t work that way.  And no matter what the tag-alongs try to do, when faced up against courageous personalities, they can not compete.  This was the reason that Wild Bill was shot in the back of the head in Deadwood, South Dakota.  The town did not want law and order.  They wanted crime to thrive, and they wanted an administrative mechanism to rule instead of a reputable gunman.  And that is the typical reaction that most people have toward the few who actually achieve success in the world.  Once they see success, they try to shoot the person who made it possible dead, and throw their bodies off the side of the road into an unmarked grave.  They steal the wealth and hope to mimic success.  However, they never quite manage to do it.  Knowing all this, I have not allowed anybody to sneak up on me, which has robbed them of the opportunity to steal what I have created.  They are pretty surprised by the results.  But if only they had listened, I told them well beforehand how it was going to be.  And it is always that way.  Courage beats collectivism every time.  And collectivism allows those with fake courage to appear bold.  But you can’t change the heart of what people are.  They either are, or they aren’t.  And everyone knows the difference.  Courage can’t be duplicated, just as a gunfighter can stand in a dusty street and face down a bullet intended to kill them, and laugh at the danger.  While others hope they can hire a sheriff to do that hard work for them.  But it’s never quite the same.  It takes courage to achieve true success.  And the truth is, there just aren’t many in the world who have real courage.  And when they find they can’t fake it, they get very frustrated when they lose because the illusions of the world couldn’t hide the truth about their bland natures.  That’s why I wrote the book.  As I often say about some of the books I like most, there may be only 20,000 to 30,000 people in the world who read such books, and only 4 of them understand it.  I tend to write books like The Gunfighter’s Guide to Business for those who do.  And to let the other 20,000 people scratch their heads in confusion, because that is about the ratio of people in the world with real courage and an opportunity to be successful at the things they do.  Success is not for everyone; you can’t fake it.  And yes, I tried to tell them.

Rich Hoffman

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