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HowToGetRichIntroductionFiveBillionReasonsWhyYouShouldReadThisBookA lot has happened to us all since 1987. That’s the yearTheArt of the

Dealwaspublishedandbecamethebestsellingbusinessbookofthedecade,withoverthreemillioncopiesinprint.

(Business Rule #1: If you don’t tell people about your success, theyprobablywon’tknowaboutit.)

A fewmonthsago, IpickedupTheArtof theDeal, skimmedabit, andthen read the first and last paragraphs. I realized that after seventeen yearstheystillrangtrue.Icouldhavewrittenthesewordsyesterday:

Firstparagraph:Idon’tdoit for themoney.I’vegotenough,muchmorethanI’lleverneed.Idoittodoit.Dealsaremyartform.Otherpeoplepaintbeautifully on canvas or write wonderful poetry. I like making deals,preferablybigdeals.That’showIgetmykicks.

Lastparagraph:Don’tgetmewrong.Ialsoplantokeepmakingdeals,bigdeals,andrightaroundtheclock.

It’snow2004,I’mstillmakingdealsaroundtheclock,andIstilldon’tdoitforthemoney.

Idon’tthinkyoushoulddoitforthemoney,either.Moneyisnotanendin itself, but it’s sometimes the most effective way to help us realize ourdreams.So ifyou’vegotbigdreamsandyou’re looking foraway tomakethemhappen,thisbookisforyou.

HowtoGetRich.That’swhatIdecidedtocallit,becausewheneverImeetpeople,that’susuallywhattheywanttoknowfromme.Youaskabakerhowhemakesbread.Youaskabillionairehowhemakesmoney.

Sure, there have been countless how-to-get-rich books written bymillionaires. Billionaire authors are harder to find. Billionaire authors withinterestsinrealestate,gaming,sports,andentertainmentarerarerstill.

And billionaire authors with their own Manhattan skyscrapers and hitprime-timeTVseriesare the rarestofall. I’mpretty sure I’m theonlyone,thoughOprahcouldgivemearunforthemoneyifsheeverdecidestowriteanotherbookandgetintorealestate.

BusinessRule#2:Keepitshort,fast,anddirect.Thefollowingpageswillbe straightforward and succinct, but don’t let the brevity of these passagesprevent you from savoring the profundity of the advice you are about toreceive.Thesestoriesandwordsofwisdomhavebeendistilledfromalmostthirtyyearsatthetop.

Sohereitcomes:TheScoopfromTheDonald.Afteryoumakeyourfirstbillion,don’tforgettosendmeathank-younote.Youknowtheaddress.

BusinessRule#3:Beginworkingatayoungage.Idid.InTheArtoftheDeal,ImentionedmynemesisandmentoratNewYork

MilitaryAcademy, TheodoreDobias, here onmy left.MajorGeneral JohnBrugmannisonmyright.

BeaGeneralIamthechairmanandpresidentofTheTrumpOrganization.Ilikesaying

thatbecause itmeansagreatdeal tome.Therearealmost twenty thousandmembersof thisorganization at this point. I did a print adonce inwhich Ideclared,Ionlyworkwiththebest.Thatstatementstillstands.

More and more, I see that running a business is like being a general.Callingtheshotscarriesagreatdealof responsibility,notonlyforyourself,butforyourtroops.Youremployees’lives,toalargeextent,aredependentonyou and your decisions. Bad strategy can end up affecting a lot of people.This iswherebeinga leader takesonanewdimension.Everydecisionyoumakeisanimportantone,whethertherearetwentythousandpeopleworkingforyouorjustone.

If you are carefulwhen finding employees,management becomes a loteasier. I rely on a fewkey people to keepme informed.They know I trustthem,andtheydotheirbesttokeepthattrustintact.

Forexample,whenIneedtoknowsomethingaboutmycasinosandhotelsinAtlanticCity,IknowIcancallupMarkBrown,myCEO,andgetafastandinformedanswer.IfIcallLauraCordovanooveratTrumpParkAvenueand ask about sales, she’ll give it to me exactly as it is. If I call AllenWeisselberg,myCFO,he’lltellmewhatIneedtoknowintwentywordsorless.MyseniorcounselandApprenticeadviser,GeorgeRoss,candoitintenwordsorless.Findpeoplewhosuityourbusinessstyleandyou’llhavefewerproblemstodealwithastimegoeson.

Good people equals good management and good management equalsgood people. They have to work together or they won’t work together forverylong.I’veseengoodmanagementgetbywithmediocrepeople,andI’vealso seen excellent people get stuck in themires of badmanagement. Thegoodmanagerswilleventuallyleave,followedbythegoodworkers,andyouwill be leftwith a team that gets along because they’re allmediocre. Saveyourself timebygetting thebest people you can.Sometimes this canmeanchoosingattitudeoverexperienceandcredentials.Useyourcreativitytocomeupwithagoodmix.

Creativepeople rarelyneed tobemotivated—theyhave theirown innerdrivethatrefusestobebored.Theyrefusetobecomplacent.Theyliveontheedge, which is precisely what is needed to be successful and remain

successful.Oneofmyformeremployeeswasinchargeofanewproject.Hehaddone

a thorough and acceptable job, but I felt that something was missing. Itwasn’tfantastic, which, knowing his capabilities, it should have been. Idecided to challenge his creative ego by mentioning that it was fine butseemed to lack inspiration. I politely asked himwhether he was genuinelyinterestedintheprojectandsuggestedthatperhapsthatmightbetheproblem.

Well,theguywentballisticonme.Hewasdeeplyinsulted.And,asyoucanprobablyguess,therevisionheturnedinwasterrific.The

differencebetweenthefirstdraftandthefinalversionwasincredible.Ididn’tslamtheguybecausehewasusuallydemandingofhimselfandhadneverletmedown.ButIhadtogivehimajolt.

Generalsmotivate their soldiers; they inspire themwhen it isnecessary.Theydothesamefortheirhighest-rankingofficers.Weallneedaboostnowand then. Learn how to tailor your method to the personalities you aremanaging.

Keepthebigpictureinmindwhileattendingtothedailydetails.Thiscanseemlikeabalancingact,butitisabsolutelynecessaryforsuccessinrunningacompany.

StayFocusedInthe1980s,Iwasridinghigh.Afterlearningtheessentialsofrealestate

development frommy father, Fred, a builder in Queens and Brooklyn, I’dbecome amajor player inManhattan, developing Trump Tower, the GrandHyatt Hotel, and many other top-tier properties. I had a yacht, a plane, abestsellingbook.

Onemagazineheadlinesaid,EVERYTHINGHETOUCHESTURNSTOGOLD , and I believed it. I’d never known adversity. Iwent straight fromWhartontowealth.Evenindownmarkets,Iboughtpropertiesinexpensivelyandmadealotofmoney.Ibegantothinkitwaseasy.

In the late eighties, I lost focus. I’d fly off to Europe to attend fashionshows,andIwasn’tlookingattheclothing.Mylackofattentionwaskillingmybusiness.

Then, the real estate market crashed. I owed billions upon billions ofdollars—$9.2 billion, to be exact. That’s nine billion, two hundred milliondollars. I’ve told thisstorymany timesbefore,but itbears repeating: In themidstofthecrash,Ipassedabeggaronthestreetandrealizedhewasworth$9.2billionmorethanIwas.Isawalotofmyfriendsgobankrupt,nevertobeheardfromagain.

Themediahadme for lunch.Forbes,BusinessWeek,Fortune,TheWallStreetJournal,TheNewYorkTimes—theyallpublishedmajorstoriesaboutmycrisis,andalotofpeopleseemedtobehappyaboutit.

I’llneverforgettheworstmoment.Itwas3A.M.Citibankphonedmeatmy home in Trump Tower. They wanted me to come over to their officeimmediately to negotiate new termswith some foreign banks—three of theninety-ninebankstowhomIowedbillions.

It’stoughwhenyouhavetotellabankerthatyoucan’tpayinterest.Theytendnottolikethosewords.AnallyatCitibanksuggestedthatthebestwayformetohandlethisdifficultsituationwastocallthebanksmyself,andthat’sexactly what they wanted me to do, at three o’clock on a cold Januarymorning,inthefreezingrain.Therewerenocabs,soIwalkedfifteenblockstoCitibank.BythetimeIgotthere,Iwasdrenched.

Thatwas the low point. Therewere thirty bankers sitting around a bigtable.IphonedoneJapanesebanker,thenanAustrianbanker,andthenathirdbankerfromacountryIcannolongerremember.

InTheArtoftheDeal,Ihadwarnedreadersnevertopersonallyguaranteeanything.Well,Ihadn’tfollowedmyownadvice.Ofthe$9.2billionIowed,I’dpersonallyguaranteedabilliondollars.Iwasaschmuck,butIwasaluckyschmuck, and I wound up dealing with some understanding bankers whoworked out a fair deal.After being the king of the eighties, I survived theearlynineties,andbythemid-to-latenineties,Iwasthrivingagain.

ButIlearnedmylesson.IworkashardtodayasIdidwhenIwasayoungdeveloperinthe1970s.

Don’tmakethemistakeIdid.Stayfocused.MaintainYourMomentumWilliam Levitt, the master builder of Levittown, taught me the true

meaningofmomentum.In the1950s,hewas theking.Nodetailwas toosmall forhisattention.

Hewouldpersonallycollectstraynailsandextrachipsofwoodfrombuildingsitestomakesurehisconstructioncrewsusedallavailablematerials.

Hesoldhiscompanyin1956toITTfor$100million,whichisequivalenttobillionstoday.Thenhemadesometerriblemistakes.

Heretired.Hemarriedthewrongwoman.Hemoved to thesouthofFranceand livedon theRivierawithhisnew

boatandhisnewwife.Oneday,ITTcalled.Theexecutivesinchargeoftheconglomeratehadno

aptitude forhomebuilding.They had bought huge tracts of land but didn’tknowhowtogetthemzoned.SotheysolditbacktoLevitt,whothoughthe’dgottenagreatdeal.

Hewentbackintobusiness.Andheproceededtogobankrupt.I sawWilliam Levitt at a cocktail party in 1994, two weeks before he

died.Hewasstandingbyhimselfinacorner,lookingdefeated.Ididn’tknow

himwell, but I approached him, hoping to acquire somewisdom from themaster.Mr.Levitt,Isaid,howareyoudoing?

Notgood,Donald,notgood.Thenhe said thewords I’llnever forget. Ilostmymomentum.Iwasoutoftheworldfortwentyyears,Icameback,andIwasn’tthesame.

Nomatterhowaccomplishedyouare,nomatterhowwellyouthinkyouknow your business, you have to remain vigilant about the details of yourfield.Youcan’tgetbyonexperienceorsmarts.Eventhebestsurgeonsneedtoberetrainedregularly,tostaycurrentonthelatestresearchandprocedures.

No matter what you’re managing, don’t assume you can glide by.Momentumissomethingyouhavetoworkattomaintain.

Myloyalassistant,NormaFoerderer.GetaGreatAssistantSurroundyourselfwithpeopleyoucan trust. I often say it’sgood tobe

paranoid,butnotwhenitcomestoyourhometeam.AskGodforagreatassistant.Nojoke.Agreatonecanmakeyourlifea

whole lot easier—or, inmy case, almostmanageable.NormaFoerderer hasbeenwithmefortwenty-threeyears.IfyouwanttoknowwhatagreatguyIam,justaskher.ButnotonaFriday.

Handlingme,theoffice,andseveralhundredcallsaweekisn’teasy.She’sastoughandsmartassheisgracious.She’salsoindefatigable,whichhelpsalotifyouworkforme.

Myphonesare sobusy that I require twoexecutiveassistants, and theyneverstop.Theyalonehandle,ontheaverage,morethan1,250callsaweek.They are not only efficient and fast, but also very pleasant and beautifulyoungwomen.

Youdon’thavetobebeautifultoworkforme—justbegoodatyourjob.I’vebeenaccusedofadmiringbeautifulwomen. Ipleadguilty.Butwhen itcomestotheworkplace,anyonewhoisbeautifulhadbetterhavebrains,too.Youneedcompetentpeoplewithaninherentworkethic.I’mnotacomplacentperson and I can’t have a complacent staff. Imove forward quickly and somustthey.

Once,Iwantedtoknowhowfastanewemployeecouldwork,soI toldhimIwasleavinginfifteenminutesandneededsomethingdonewithinthattime.Iwasn’tactuallygoinganywhere,but,sureenough,IhadwhatIneededinfifteenminutes.Machiavellian?Maybe,butbothofus learnedsomethingthatday.

Onefinalpieceofadviceonassistants,whichI learnedfromexperienceandwhich,Iadmit,maynotbeasrelevanttoyourcareerasit’sbeentomine:FindareceptionistwhocanspeakEnglish.WehadabreathtakingEuropeanbeautyoutfrontwhocouldeasilyrivalIngridBergman inherheyday,but I

discovered that her ability to recognize well-known people in the UnitedStates was limited to myself and maybe President Bush. She wasn’t sofamiliarwiththelikesofHughGrant,ReggieJackson,GeorgeSteinbrenner,JackWelch,PaulAnka,MohamedAlFayed,RegisPhilbin,orTonyBennett.Their calls never got through to me and their names were placed on herpsycholist.

Butyoushouldhaveseenher.Whataknockout.She’ssincemovedontobetter career opportunities, but we’ll never forget her. Neither will anyonewhoevercalledin.Ortriedto.

Remember:TheBuckStartsHereSet the standard.Don’t expectyour employees toworkharder thanyou

do.Inmycase,Idon’thavetoworryaboutthat,becauseIworksevendaysaweekandlovealmosteveryminuteofit.Butalsorealizethatyourcompanywill sometimes function as an extended and dysfunctional family. It’s onlynatural, considering that people often spend more waking hours withcoworkersthantheydowiththeirfamilies.

Avisitorinmyofficeoncementionedthatthegoings-onthereremindedhimofafamilyfightinprogress.Iwilladmitthatthevolumelevelgetshighnowandthen,andhewasn’tfaroffinhisassessment.Butifyouwantsmoothsailingeveryday,movetotheMediterranean.

Winnersseeproblemsasjustanotherwaytoprovethemselves.Problemsarenevertrulyhardshipstothem,andifyouhaven’tgotanyproblems,thenyoumustnothaveabusinesstorun.

Regardyourcompanyasaliving,breathingorganism,becausethat’swhatitis.Thosefiguresyouseeonyourspreadsheetswillreflectthehealthofthatorganism.Watchoutforbadcellswhileallowinggoodcellstoflourish.

Growthisanindicationoflife,sokeepyourorganizationmovingforwardat all times.Having a passion for what you do is crucial. If you can’t getexcitedaboutwhatyouaredoing,howcanyouexpectanyoneelseto?Ifyouremployeescanseeandfeelyourenergy,itisboundtoaffectthem.

Don’tintimidatepeople.Ifyoudo,you’llnevergetastraightanswerfromanyone,andyou’llbedefeatingyourownpurpose.Ikeepmydooropen,andmypeopleknowI’mavailableaswellasapproachable.Wedon’thavechat-fests,butwhateverneedstobedonegetsaccomplished,andquickly.

Remember that your organization isyour organization. That soundssimplistic,but,bottomline,it’syourballgame.Thestrategyisuptoyou,andsoare theresults.RememberHarryTruman’s famouswords,whichhekeptonhisdeskintheOvalOffice?THEBUCKSTOPSHERE.Ikeepasimilarquoteonmydesk.Itreads:THEBUCKSTARTSHERE.

Don’tEquivocate

If you equivocate, it’s an indication that you’re unsure of yourself andwhat you’re doing. It’s also what politicians do all the time, and I find itinappropriate,insulting,andcondescending.

I try not to do it. Fortunately, I don’t have to try too hard at this one,becauseI’vebeenknowntobeontheblunt(andfast)sideattimes,whichisgood.

Ionceaskedanexecutiveinmyorganizationtogivemeasynopsisofanewdevelopmentwewereconsidering.He’dbeentothecityinquestion,hadspentsometimethere,andhaddonesomecarefulinvestigating.Hewentontodescribethemeritsofthesite,thepitfalls,thegoodthings,thebadthings,the pros, the cons—on and on in great detail. He must’ve talked for tenminutes straight. Judging from what he was telling me, there were just asmanyreasons todroptheprojectas therewerereasons to jumpright inandgetgoing.Itwaslikeatiedgamewithnoovertime.

I asked him more questions, and we ended up exactly where we werebefore.Hewasonbothsidesofthefenceatonceanddidn’tseemtowanttotake a stand eitherway.This guyhad a lot of experience and a good trackrecord,sofinallyIaskedhimwhathethoughtoftheprojectintenwordsorless.

Itstinks,hesaid.Hehadeightwordsleft,buthedidn’tneedthem.AskYourselfTwoQuestions1.IsthereanyoneelsewhocandothisbetterthanIcan?That’s just another way of saying: Know yourself, and know your

competition. If your competition is better than you are, you need to offersomequalitytheylack.

2.WhatamIpretendingnottosee?We can all get swept up in the euphoria of a creativemoment, orwhat

former president Richard Nixon’s speechwriters used to call the lift of adream.Beforethedreamliftsyouintotheclouds,makesureyou’velookedhardatthefactsontheground.

BullshitWillOnlyGetYouSoFarI think it’s funny that the phrasemost closely associatedwithme these

days isYou’re fired, because, the truth is, although I’ve had to fire peoplefromtimetotime,it’snotabigpartofmyjob.Imuchpreferkeepingloyalandhardworkingpeoplearoundforaslongasthey’dliketobehere.There’sawonderfulladyinhernineties,AmyLuerssen,whoworkedformyfatherandstill reports towork every day at our Brooklyn office. Here at The TrumpOrganization, Helen Rakotz has worked for me from the day I moved toManhattan,andshestillputsinlonghourseveryweek.Sheiseighty-two.

OnceIdelayedfiringsomeonefortwoyearsbecausethisguyalwayshadsuchagreat lineofbullshitevery timeIcameclose to the topic.Nomatterwhatwas goingon, he had somehuge deal lined up thatwas just about tocomethrough.

Hemanaged to stringmealong for two solidyears, and I believedhimeverytime—orwantedto.Finally,Iwasforcedtorealizethathisclaimswerebogus,butIgavehimeverychancebeforefinallyaxinghim.

Unlessyourbossisatotalsadist,he(orshe)doesn’twanttofireyouorcausehardship toyour family. If you thinkyou’re indangerofbeing fired,takecontrolofthesituationandaskyourbossforameeting.

Makesureyouask for themeetingat the right time.Tellyourbossyouwanttomakesureyouarecommunicatinganddoingyourjobtoeveryone’ssatisfaction.

Ofcourse, ifyourbossisasadist,or justa lousycommunicator,you’vestillgotaproblem.Inthatcase,fireyourbossandgetabetterjob.There’snosenseintryingtocopewithabadsituationthatwillneverimprove.

Inevertrytodissuadepeoplefromquitting.Iftheydon’twanttobehere,I don’twant them to be here, either.No one has ever come tomewith anultimatum. People see how it works here, and if it doesn’t suit them, theymove on. Sometimes it happens quickly. A qualified and experiencedreceptionist worked here for a grand total of six hours. She realized rightawaythatthepacejustwasn’tsuitedtoher,andsheverypolitelytoldussoandleft.Iappreciatedherquickthinkingandefficientdecision-makingskills.She’llhaveasuccessfulcareersomewhereelse.

EveryNewHireIsaGambleSomepeoplegivesuchgreat interviews thatyou’re ready tomake them

vice presidents on the spot, until you realize that their true talent is simplygivingagreatinterview.That’swhy,inasense,everynewhireisagamble.

Impressive credentials don’t always add up to a great performance or agood fit. Nonexistent credentials don’t necessarilymean a no-talent. Beingcircumspecthelpsalotandkeepsyoufrombeingsurprised.Peoplecanofferaninterestingmixofprosandcons.Timewilldotheweedingoutforyou.Allyouhavetodoispayattention.

WhatIlookforinemployeesisasenseofresponsibilitythatgoesbeyondwhat is merely sufficient. Some people do the bare minimum, and somepeoplewillactuallybeconcernedabouttheorganizationasawhole.Theyseethemselves as having a direct relationship to the success or failure of thecompany they work for. They believe they are important, and their workshows it. If you can instill this senseofworth in your employees, youwillhaveatip-topteamworkingforyou.Peoplewhotakeprideintheirworkarethekindyouwanttohavearound—andthekindIliketokeeparound.

Iespecially likeemployeeswhospend—and,more important,save—thecompany’smoneyasifitweretheirown.Companiessufferwhenemployeesdon’tmakeenoughof aneffort to control costs.The employeeswho feel apersonalresponsibilityfortheirbudgets,whoviewthecompany’sbottomlineasanextensionoftheirownpersonalsavingsaccount,areoftentheoneswhogetthebestresults.Ifyouletyourbossknowthatyou’rewatchingoutforhisorherbottomline,you’llalwaysbeappreciated.

Irespectemployeeswhocanthinkontheirfeet.SodoesGeorgeRoss,myseniorcounsel.Hisassistant,CaroleBerkowitz,washelpingoutat thefrontdeskonedaywhenshereceivedacallfromastrangerwhosaidshewasabouttocommitsuicide.Caroledeemedthecallcredibleandtookafewmomentstolistentothedistressedwoman.

Carole asked herwhere shewas from, and thewoman replied that shelived inSouthernCalifornia,not far fromthebeach.Carole responded,YouliveinCalifornia?Nearthebeach?DoyouknowhowcolditisinNewYorktoday? It’seightdegreesoutside!And that’swithout thewindchill. I almostfroze just getting towork. If Iwere you, I’d go out right now, take a longwalkonthebeach,andsitinthesunforawhile.That’swhatI’ddoifIwereyou.ThewomaninstantlycalmeddownandthankedCaroleforbeingsonicetoher.

That’sthekindofpersonweliketohavearound.Acertainamountofpersonalambition isnecessary,butnot to thepoint

where it undermines the commongoal of the company. If your group can’tworktogether,youwon’taccomplishmuch.Idon’tlikebackstabbing.It’snotnecessary,and it’s insulting tome. Ihaveeyesandearsand instincts, too. Icanassesspeopleandsituationsformyself. Ifpeoplehave time tobepetty,it’sanindicationthey’renotbusyenoughwiththeirwork.

You can’t expect to be a valuable employee if youdon’tmake yourselfvaluable. Think about it: What do you contribute to the welfare of theorganization? Are you instrumental in keeping it humming and movingforward?Doyouworkwholeheartedlyorhalfheartedly?Areyou justgoingthroughthemotionsandhopingnoonewillnotice?Theonlypersonyoueverfoolisyourself.Youcan’tfoolothers,eventhoughyoumightthinkyoucan.

A lot of people say they’re going through the motions because theirposition isn’t challenging or rewarding and there’s no room to grow. It’s adead-end situation. That might very well be. If so, look elsewhere for acompanythatcouldofferyouapromotioninyourparticularareaof interestor expertise. There are times when you should move on, and situations inwhichtheonlywayupisout.

IdeasAreWelcome,butMakeSureYouHavetheRightOneIfyourunacompany,makeyourselfaccessibletoyouremployees.Ifthey

feeltheycanbringideastoyou,theywill.Iftheyfeeltheycan’t,theywon’t.Youmightmiss out on a lot of good ideas, and pretty soon youmight bemissingalotofemployees.

Iallowpeopletoruntheirideasbyme.Idon’thavealotoftime,sotheyhave to be prepared and succinct. I’m sure that’s the protocol of any busyCEO.Soifyou’regoingtobeboldenoughtopresentyouridea,makeitasclearaspossible,anddon’ttakeitcasually.Thinkofitasapresentationthatcouldcostyoualotofmoneyifyouweretolosetheclient.Yourboss’stimeisimportant,andyouwon’twinanypointsbywastingit.

Learn to recognize the fine line between being pushy and beingintelligently assertive. It canbe an issueof timing—pay attention towhat’shappening around you and pace yourself according to that rhythm. I try todevelopatempowhenI’mworking.Someonewhointerruptsit isnotgoingtoreceiveawarmwelcome.

Also,rememberthis:Thebosshasthebigpicture;youdon’t.Soifyouridea doesn’tmeetwith hurrahs, it could verywell be that a similar idea isalready indevelopmentor thatyour idea isnot in stepwithplans thathavealready been made. This shouldn’t discourage you, because your initiativewill alwaysbenoticed.But recognizewhennot to press an issue, and don’texpectalengthyexplanationofwhy.

Ilikepeoplewhodon’tgiveup,butmerelybeingapestisdetrimentaltoeveryone.Once again, fine-tune your discernment.Knowwhen to ease up.Keepyourantennaeupforanotherideaandamoreappropriateopportunity.Sometimeswehesitatewithgoodreason.

TherewasoneformeremployeewhoIlikedalot,butheremindedmeofajumpingbean.Hecouldn’tkeepstillformorethanthreesecondsatatime.Even riding in the car with him became an ordeal, because being in anenclosedspaceseemed towarmhimupevenmoreand thenhe’dreallygetgoing.Ifinallylearnedtoavoidhimasmuchaspossible,andthat’stoobad,because he was a great guy. But enough is enough. Too much will causepeopletotuneyouout—orwishthatyouwouldmovetoanotherstate.LastIheard,thejumpingbeanwaslivinginMontana.Ionlyhopetheyhaveenoughspace there to contain him, and every time I hear about UFO sightings inMontana,Ihavetolaugh.Iknowwhoitis.

Onelastthing:Ifyourbosssaysnotoanidea,payattention.Mostlikely,there’sagoodreason.Noonedisregardsa terrific idea. It justmightnotbetherightterrificideaforthecompanyyou’rewith.Maybeyou’remeanttogooffonyourownasanentrepreneur.Letthatbeanindicationtoyou.Itcouldbethebeginningofyourcareer,ratherthantheendofit.

FocusontheTalentInsteadoftheTitlePeoplewhowork formeknow there’sa lotmore tome thanmypublic

persona. I’mnotone-dimensional, and ifyou realize that thepeoplearoundyou aren’t either, you’ll be utilizing the hidden potential that just abouteveryonehas.Whether theywant touse itornot isup to them toacertainextent,butit’salsouptoaleadertorecognizeitoratleasttogiveitachancetounfold.Mostpeopledon’t like to stagnate, and ifyouwant tokeepyourcompany moving forward, look around you now and then for freshpossibilities within your organization. Never let someone’s job title be thesoleindicationoftheirworth.

People at The Trump Organization have transcended their positions onmany occasions. Matthew Calamari, the executive vice president ofoperations, started as a security guard. After getting to know Matthew, Irealized he had a lotmore to offer than his job titlewarranted, and he hasprovenme right.He’sadedicatedand trustworthyworker,andanyCEO inhisrightmindwouldwanttohavehimaround.AsanexecutiveVP,heisinchargeofbuildingoperationsandrunsmyentiresecurityorganization.Heisin charge of major building projects, with his brother Michael and AndyWeiss.TheirmostnotablerecentaccomplishmentisthenewbuildingonthesiteoftheformerDelmonicoHotelatParkAvenueandFifty-ninthStreet.I’mcallingitTrumpParkAvenue.Catchy,right?

Vinnie Stellio, who was hired by Matthew Calamari, started as mybodyguard and is now a vice president. He has just what it takes to be aneffectiveexecutive,whichwascleartome,ifnotimmediatelytohim.Vinniewouldoftendriveexecutives,architects,andcontractorsuptoWestchestertolookatdevelopmentsIwasbuilding.Nowtheyreport tohim. Iamperhapsthe largest owner of land inWestchester County, and now it’s Vinnie whokeepshiseyeonitall.

With Matthew Calamari, an executive vice president at The TrumpOrganization.

John Tutolo, president of Trump Model Management, our modelingagency, startedasabookerandnowhaswhatmanyguyswouldconsideradreamjob.

MeredithMcIver,whomadethewritingofthisbookapleasureinsteadofa headache, started out as a media assistant. I recognized that her talentsencompassed much more. Of course, it takes talent to deal with me andeveryone else every day (but especiallyme). I could have hired an outsidecollaborator tohelpmewith thisbook,butwhyspend time lookingoutsidetheorganizationwhenyouhaveallthepeopleyouneedrightbesideyou?

Veryoften,yourresourcesaregreaterthanyoumightthink.Idon’tlikeitwhenpeople underestimateme, and I try not to underestimate anyone else,either. People aremultifaceted, and it’s important to let them function in awaythatwillallowthemtoshine.Mostpeoplewouldrathersucceedthanfail,butsometimestheleaderhastobethecatalystforputtingsuccessintotheir

personalvocabulary.Inotherwords, try toseebeyondaperson’s title.Youcanfind talent in

unlikelyplaces.Meredith McIver, Rhona Graff, and Norma Foerderer of The Trump

Organization.ManagethePerson,NottheJobIonceheardastoryaboutaguywhoownedanadvertisingagency.There

wasonewriterwhodrovetheotherwriterscrazybecausehewouldappeartobedoingnothinginhisoffice.Hemadenoattempttolookbusy.

Finally,hiscolleaguescomplainedtohisbossabouthislaziness.Thebosssuddenlyperkedupandasked,Howlonghashebeenthisway?

One of the otherwriters answered, Forweeks andweeks!He sits thereanddoeszip.It’slikehe’sinacoma.

Theboss said, Iwantallofyou tobequiet andnot todisturbhim,andeverynowandthenaskifyoucangethimsomecoffeeorsomelunchorrunsomeerrandsforhim.

Needlesstosay,theemployeesweredeflatedandstartedgrumbling.Thenthebossexplainedhisrationale:Listen,thelasttimehewasactingthisway,and the time before that, he came up with ideas worth many millions ofdollars.SowhenItellyounottodisturbhim,Ihaveareasonforit.

Peoplehavedifferentwaysofachievingresults.Ienjoyfiguringouthoweachofmykeyemployeesexcels. Ifpeopleareyour resource,you’dbettertrytolearnsomethingusefulaboutthem.Beingabletodosoiswhatmakesagoodmanageragreatone.

Somepeoplerespondwelltothefearfactor.Everhearthisex-change?Question:Howlonghaveyoubeenworkinghere?Answer:Eversincetheythreatenedtofireme.Well, itapplies tosomeemployees.Fortunately, Iseemtoattractpeople

whoenjoyworking,butnowandthenafewslugswillshowup,andthelossofface(orjob)canbeagoodmotivatorformany.

Thatsaid,itwillalwaysworkagainstyoutodemoralizeyouremployeesinanyway.Icanbetough,butmostpeoplewilladmitI’mfair.Youcancrushpeople if you don’t weigh your words carefully. Your power as a leadershouldbeused in themostpositiveway,which sometimes calls for agreatdealofrestraintaswellaspatience.IhavetolaughwhenIhearpeoplesay,Ican’twait until I’m thebig shot so I canorder everyone around. It doesn’tquiteworkthatway.

Abraham Lincoln made an appropriate remark that is pertinent tomanagement:Nearly allmen can stand adversity, but if youwant to test aman’scharacter,givehimpower.

KeepYourDoorOpenI’malwaystakenabackwhenpeoplesay,Oh,he’sgotitmade,asifthat’s

theendoftheconversationaboutaperson.Theyseemtobesayingthat thepersoncanjustcheckoutandcoastbecausehe’salreadyarrived.

To me, arriving means something is about to begin. Graduation fromcollege is a beginning, not an ending.Each success is the beginning of thenextone.

Learningisanewbeginningwecangiveourselveseveryday.Aknow-it-allislikeacloseddoor.EveryonewhoknowsmeknowsIkeep

thedoortomyofficeopen.It’ssymbolicofthewayIchoosetothink,andit’sthewayIoperate.Myfatherwasmuch the same.Heoncesaid tome,Youknow,themoreIlearn,themoreIrealizeIdon’tknow.Ithinkthathaskeptme young at heartmore than anything else. It was an offhand comment, aquietrealizationhementionedtomeonedaywhilehewasreading,butithasstuckwithmefordecades.

Everyday isa reminder tomeofhowmuchIdon’tknow.EverythingIlearn leads me to something else I didn’t know. Fortunately, I don’t pridemyselfonbeingaknow-it-all,soeverydaybecomesanewchallenge.Peopleaskmewhatkeepsmegoing,and this isprobably theclosestanswer to thetruth. If Iend thedaywithoutknowingmore thanIdidwhenIwokeup, itmakesmewonder:WhatdidImissoutontoday?AmIgettinglazy?Iamadisciplinedperson,andthisthoughtalonecangetmegoing.

Lookingforaraise?Comeonin.We’ve all heard the phrasecreature of habit. That can be good or bad,

depending on your habits. I’ve cultivated the learning habit over the years,andit’soneofthemostpleasurableaspectsofmylife.Everyoneinmyfamilyknows I’m big on education—not just Ivy League education, but alleducation,andforpeopleofallages.Thatalsoappliestome,andwhileIgotvery good grades at school, I do not have time to be a scholar. Still, it’ssomethingIaspiretoinmyquiettime.Possibilitiesunfold.Theworldopensup.

MysisterMaryanneintroducedmetothewritingsofAldousHuxley.Hewas such a learner that when he was faced with near-total blindness as ayoung man, he learned braille and continued his studies anyway. Hisdescription of this predicament had not a trace of self-pity. In fact, hementioned that it had offered some benefits: He could now read in bed atnight and his hands would never get cold because he could read with hishandsunderthecovers.

Learningbegetslearning.I’dratherbestimulatedthanpassive.Youcan’twearablindfoldinbusiness.Aregularpartofyourdayshould

bedevotedtoexpandingyourhorizons.Weliveinabigworld,anditisimportantforustobeawareofcultures

otherthanourown. Ihavealways lived in theUnitedStates,but Imakeaneffort to be informed about other cultures. That’s easy to do in NewYorkCity,themostdiverseandexcitingplaceonearth.

Someone who had been living abroad for a few years told me, uponreturninghome,thatafrequentcommentaboutAmericansisthatyoualwaysknowexactlywherewe’recomingfrom.Theflipsideofthisisthatwerarelyknowwhereanyoneelseiscomingfrom.We’reverymuchuptosnuffaboutourownnationalevents,butwearelessawareofwhat’shappeninginothercountries. All of us need to pay more attention to events outside our ownrealm. We are connected to each other in so many ways—politically,commercially,socially.PerhapsoneofthereasonsI’vebeenabletosellandrentapartmentstopeopleofsomanyforeignnationalitiesisthatI’vemadeanefforttounderstandwherethey’recomingfrom.

Learn something new, whether you think you’re interested in it or not.That’stheoppositeofhavingaclosedmind—oracloseddoor.Icanthankmyfather for the example he set. It was the key to his remaining young anddynamicintohisnineties.Itcandothesameforyou,ifyoumaketheeffort.

ThinkBigandLiveLargeThis is the final rule of the Donald J. Trump School of Business and

Management.Onceyouhavemasteredit,youarereadytograduate.It’sabigworld.There’salotwedon’tknow,whichmeansthere’sstilla

lottobediscoveredandalottobeaccomplished.Thepossibilitiesarealwaysthere.Ifyou’rethinkingtoosmall,youmight

missthem.Insomeways,it’seasiertobuyaskyscraperthanasmallhouseinabad

section of Brooklyn. Either way, you’ll probably need financing, andmostpeoplewouldratherinvestinagreatbuildingthanadilapidatedduplexonadangerousstreet.Withtheskyscraper, ifyouhit,at leastyouhitbig.Andifyoudon’thit,what’sthedifferencebetweenlosing$100,000orhundredsofmillionsofdollars?Eitherway,you’velost,soyoumightaswellhavereallygoneforit.

I’ve read stories in which I’m described as a cartoon, a comic bookversion of the big-city businessmogulwith the gorgeous girlfriend and theprivateplaneandthepersonalgolfcourseandthepenthouseapartmentwithmarble floors and gold bathroom fixtures.Butmy cartoon is real. I am thecreatorofmyowncomicbook,andIlovelivinginit.Ifyou’regoingtothink,thinkbig.Ifyou’regoingtolive,livelarge.

TakeControloftheJobInterviewI’vehadsomeinterestingexperienceswithjobinterviewsovertheyears.

NormaFoerdererisagoodexample.Iwasn’ttoosureaboutherafterherfirst

interview. It had nothing to do with her skills. But she seemed a little tooprim,likeshebelongedonsomefamilysitcomas theever-so-proper type. Ididn’tthinkshecouldhandleithere,orthatshewouldfitwithmystyle.

Norma persisted, seeming to recognize a goodmatch better than I did.Little did I know how deceptive first impressions could be. Norma wasactuallyas far from fluff asyoucouldget. So, I thought,Okay,maybe.HerabilitiesweresuperiortothoseofanyoneelseIhadseen.Asitturnedout,Icalledherbackonthesamedayhermotherdied,butNormagavemeanofferIcouldn’trefuse:She’dworkformeforonemonthatalowsalaryjusttoseewhetherweclicked.Nostringsattached.

Ithought,Aha!She’llneverlastanyway,andIcandecideonsomeoneelseinthemeantime.Afteronemonthwithme,she’dbeouttahereforsure.Thehoity-toitytypejustwon’tfly,exceptoutthefrontdoor.

Needlesstosay,IunderestimatedNormacompletely.Iwasdulyhumbledand, Imustadd,grateful forbeingso.Shewaspersistentandcommitted togettingthejob,andshediditwithelegance.

AskforYourRaiseattheRightTimeWhenitcomestoyourcareer,certainmovesshouldnotbemadewithout

carefulconsiderationoftheoldandveryaptsayingTimingiseverything.For example, if you’ve decided to ask for a raise, look around first. So

manytimes,employeeswhoIlikeverymuchdothedumbestthingswhenitcomestoconversationsabouttheirsalaries.

Jason Greenblatt, a young and brilliant lawyer who works for me, isterrificateverythinghedoes,butoneday,Iswear,hemusthavebeenwearingblindfolds—andearplugs.

I was having an especially tough, vicious, terrible, miserable day thatseemednever-endingtomeandtoeveryoneelse.Itwasagrand-slamrottenday.Noonecouldpossiblyhavemistakenitforanythingelse.

Late in theafternoon,bywhich time Ihadhadenough, Iheardapoliteknockonmydoor.IyelledoutWHAT?inmymostexasperatedtone.Jasonnonchalantlyenteredmyoffice,completelyignoringmyangrywelcome,andproceededtoaskmeforaraise.

Icouldnotbelievea lawyerassmartasJasoncouldmakesuchadumbmove. I use his real nameonly because Jason knows howmuch I like andrespecthim,despitehisincrediblefauxpas.ButIhavetotellyouthatIwasready tokillhim.Washejoking? It’samazing,buthewasn’t.Hewasdeadserious.Icouldn’tbelieveit.

Didhegetaraise?Notthatday.Healmostgotfiredforstupidity,exceptthatItoldhimtogetoutbeforeIreallylostmytemper.Ialsotoldhimthatalthoughhemightbebrilliant,histimingforcertainthingsneededwork—andthatmaybeheought to start paying attention towhatwas going on around

him.Irememberthinkingtomyself,DidIreallyhiresuchaperson?ButasIsaid,ithadbeenaroughday.

Jasonisstillwithme,andhegetslotsofraisesbecausehe’sgreatatwhathedoes.Butnowhealwayswaitsforsunnydays,blueskies,andpuffywhitecloudsonthehorizonbeforeapproachingme.Itoldyouhewassmart.

The best way to ask for a raise is to wait for the right time. It alsoindicates to your boss that you have a certain amount of discernment andappreciationforwhathemightbegoingthroughhimself.Ineedmypeopletobepluggedintowhat’sgoingonwithme.

What impresses me most about people is their work ethic. A certainamount of swagger is okay—it’s just another form of enthusiasm—but,bottomline,Ilookforresults.WhenImentionedtoasalespersonthatIhadtocut her salary because she’dmade no sales in ninemonths, she just aboutwentnuts.Butsomethingsarecommonsense.Whatwouldshedoifshehadanonproductivesalespersononherownroster?

If you knew your company was scheduled to give a major clientpresentation at 3P.M ., would you approach your boss at 2:45 to ask for araise?

Money,likecomedy,isallabouttiming.BeTenaciousTheArtoftheDealcontainedachaptercalledWestSideStory,aboutmy

acquisition of the West Side yards, a hundred-acre property fronting theHudsonRiver fromFifty-ninthStreet toSeventy-secondStreet.Thechaptertitle was a deliberate double entrendre, as I knew that the popularmusicalWestSideStoryhadtakentenyearstoputtogether.Itscreative teamhad included no less than Leonard Bernstein, Jerome Robbins, StephenSondheim, and Arthur Laurents, so whenever I experienced setbacks ordelaysonmyWestSideproject,IwouldremindmyselfthatIhadsomeveryillustriouscompany.

It’s now seventeen years later and it’s still a work in progress, but theexample set by the architects ofWest Side Story has served me well. Youdon’tcreateaclassicovernight.

I’m calling it Trump Place. It’s a $5-billion project, the biggestdevelopment ever approved by the New York City Planning Commission.Whenit’sdone,TrumpPlacewillhave5,700residentialunitsandmorethanfivemillionsquare feetofcommercial space.So far, four towershavebeencompleted and are occupied, and two additional buildings are underconstruction.Whenwe’redone, therewillbea totalofsixteenbuildingsonthesite.

TrumpPlace isagoodexampleofwhy tenacity iscrucial inbusiness. Iboughtthepropertyin1974.We’vehitsnagsalongthewayandmademany

changesovertime,butformorethanthirtyyears,we’vepersisted.Attimes,justabouteveryexecutivewillappearimpatient,buttobuildsomethingthatendures,youhavetotakethelongview.

Recently, an employee told me that the pastor of her church had usedTrumpPlaceasanexampleofwhatafirmfoundationshouldbe,whetheritbeinfaith,family,or,asinmycase,buildings.Thepastor,whosechurchwasneartheconstructionsite,wouldwatcheachbuildinggoupandmarvelattheimmensity of the work. Each building could be a hundred stories high, hesaid,consideringthemeticulousfoundationwork.

OceanofPDF.com

HowToGetRichMypublishersentmeaninspiringbookbyBillShorecalledTheCathedral

Within, which celebrates the commitment and hope necessary to buildsomethingthatendures.ItmightbeacathedralliketheoneinMilan,whichtookfivehundredyearstobuild,oritmightbeacommunityorganizationorabusiness.

PaulDavis,themandevelopingTrumpPlaceformeandmypartners,isatruecathedralbuilder.Ihaverarelyseenanyoneworksohardorsodiligently—Saturdays,Sundays—he’sthereatallhours,payingcloseattentiontoeveryimpeccabledetailof the layouts, roomsizes,and thequalityof the fixtures.He’soneofthebigreasonsforoursuccess.

Somethingsareworthwaitingfor.Forme,TrumpPlaceisoneof thosethings:SixteenbeautifullydesignedbuildingsontheHudsonRiver.Atwenty-five-acrepark.TheUpperWestSideasabackyard.ThiscouldprovetobemyfinestcontributiontothecityofNewYork.Timewilltell,butI’minnorush,andIwon’tstopuntilI’mdone.

Golfisabraingame,andpracticemakesperfect.PlayGolfImadealotofmoneyonthegolfcoursebeforeIeverwentintogolfasa

business. I found solutions toproblems,new ideas forventures, andevenanewcareer.Golfhasawayofgivingyouanequilibriumthatyoucan’talwaysfindintheoffice.

Doingwhatyoulovewillalwaysmakeyouawinner,andafterspendingmanyhappyhoursongolfcourses,Idecidedtobuildsomeofmyown.IamnowoneofthebusiestgolfcoursedevelopersintheUnitedStates,withtwoaward-winning, internationally acclaimed courses fully operational and twomoreintheworks.

My first course, the Trump International Golf Club in Palm Beach,Florida, has been home to the ADP LPGA championships for three years.WhenIfirstdecidedtodevelopthemostbeautifulgolfcoursespossible,Ididsome research and got in touch with the most respected designers in thebusiness—theFaziofamily.JustasMichelangelohadanaffinityforsculptingmarble,somepeoplehaveanaffinityforsculptingland.Inthiscase,JimandTommyFaziodesignedadreamcometrueforanygolfer,notonlyvisually,butintermsofplayability.

Thecourseopenedin1999.WithitswaterfallsandlandscapesuniquetoFlorida,Trump InternationalGolfClub is already a landmark course in the

state—andthebestcourseinFlorida.MysecondcoursewasTrumpNationalatBriarcliffManorinNewYork.

Wemoved threemillion yards of earth, the largest land excavation ever inWestchesterCounty, and itwasworth it.Wewere also dealingwith stone,whichwasusedforwallsandaspectacularwaterfallonthethirteenthhole—a101-footcliffofblackgranitequarriedfromtheproperty—whichpumpsfivethousand gallons aminute.Thewallswere built bymyvery talented stonemason,FrankSanzo.Membershipcosts$300,000.Ithinkit’sabargain.

MythirdgolfcourseisTrumpNationalGolfClub,inasumptuousareaofNew Jersey known as Bedminster. It is being designed by the master golfcourse architect himself, Tom Fazio. Three times,Golf Digest has namedFazio theBestModernDayGolf CourseArchitect, andwhen you see thiscourse,you’llknowwhy.Itwillbelong,big,andbeautiful,andIaminvolveddaily in the design and construction. Additional plans for this property,formerlyownedbyautomakerJohnDeLoreanandlocatedintheheartofNewJersey’s horse country, will include a second course and a world-classclubhousedesignedinthecolonialmansionstyle.

Idon’twanttolimitmygolfingtotheEastCoast,soin2002Iboughtacoursealong twomilesof thePacificOcean.Whatwas formerlyknownasOcean Trails in Palos Verdes will now be known as Trump National GolfClub, LosAngeles. The course had fallen into disrepair under its previousowners—the eighteenth hole fell into the ocean—so I’m rebuilding it withlegendarygolfcoursearchitectPeteDye.We’realsoplanningtobuildluxuryestatehomesontheproperty.Whencompleted,thiscoursewillbethebestinCalifornia.

Dave Anderson, Joe Kernen, me, and Ron Howard at the opening ofTrumpNationalGolfClubinBriarcliffManor,NewYork.

Whenweannouncedthedeal, theLosAngelesTimesreported,Ashehassomany timesbefore,Trumphas spotted a trend to tap.True,butmostly Iwasfollowingmyinstinctsandmyinterests.

Buildinggolfcoursesisnotabigbusinessformeandit’sunlikelythatIwilleverdoanotherone.Iwantonlythebest.

SometimesIwillsellmembershipswhileIamhittingballsonthepracticerange.Peopleapproachmeandhandmechecks.OnerecentdayatmyFloridacourse,agroupoffourwealthyfriendscametomewithchecksof$300,000each. I said tomyself:Notbad; I’mplaying a game I love andgoing homewith$1,200,000inmypocket.

Irealizethatsomeofyoudon’tcaremuchaboutgolf.Golfisoneofthosethingsthathasaficionados,justasoperahasdiehardfanswhowillflyaroundtheworldtocatchacertainperformance.Topeoplewhodon’tknoworlikeopera,thatseemsabsurd.

I can’t make you love golf, but, believe me, once you’ve had the

opportunitytoplayonabeautifulcourse,itcouldturnyouintoanenormousfan,orevenapassionateplayer,nomatterhowpoorlyyouhittheball.

IfanyonehadtoldmetwentyyearsagothatI’dbecomeadedicatedgolfcourse developer, I would have sent them out of the room for beingridiculous.Butgolfhasatransformingpower.It’sabraingame.Yes,thereisskillandtechniqueinvolved,but, justasimportant,itrequiresconcentrationandassessment.

It’sagreatwaytoimproveyourbusinessskills,tolearnhowtomaneuver.Itcanevenbeequatedwithlearninghowtonegotiate,whichisanartinitself.

Golf is also, in essence, a solitary game. Being an entrepreneur, evenwithinalargecompany,isasolitarygame.

Ultimately,therulehereisnotjusttovisitoneofmygolfcourses(thoughyouwouldbewisetodoso)buttoturnyourpassionintoprofit.Theresultsofthatpassionwillrewardyouinmorewaysthanyouevercouldhaveexpected.

Passion is enthusiasm on a big scale. It is all-encompassing andconsuming.Peoplewithpassionnevergiveupbecause they’llneverhaveareason to give up, no matter what their circumstances may be. It’s anintangiblemomentumthatcanmakeyouindomitable.

Take out the passion and you will have a fizzle or, perhaps, an okayproductatbest.Addthepassionandyouwillbeinararefiedrealmthateveryother passionista will recognize—and one that every person would like toenter.

AfriendofmineisamemberofwhatIcalltheluckyspermclub—bornintoawealthyfamily.HefollowedhisfathertoWallStreet,buthewasatotalfailure. He didn’t like it, and he couldn’t do it. Meanwhile, he becameincreasingly involved in his Connecticut country club. He was named theheadofthegreenscommitteeandtookontheleadroleinrebuildingthegolfcourse.Heloveditandwasgreatatit.Theclubheldadinnerforhimoutofgratitude for his volunteerwork. I asked him,Whydon’t you do this for aliving?You’renot forWallStreet.You’regettingeatenalive there.He toldmehis familywouldn’t understand if hequit a serious job toworkongolfcourses.

Well, twoyears laterhe tookmyadvice,quit theWallStreet job,and isnowworkingfull-timeatrenovatinggolfcourses.Hesayshelovesgettingupinthemorning,andheisdoingbetterthanever.

Ofcourse,youdon’thave to learnhowtoplaygolf tohaveasatisfyingcareer.Butnomatterwhatyoudo,youmustbepassionateaboutit.

There’snoplacelikehome.BrandYourselfandTootYourHornI was originally going to call Trump Tower by another name—Tiffany

Tower,forthefamousjewelrystorenextdoor.Iaskedafriend,Doyouthink

itshouldbeTrumpTowerorTiffanyTower?Hesaid,WhenyouchangeyournametoTiffany,callitTiffanyTower.

We’ve all seen the power of a brand name, especially quality brandnames.CocoChanelbecameworld-famouseightyyears agobynamingherfirstperfumeChanelNo.5,andit’sstillgoingstronginafiercelycompetitivemarket.Herfragrance,aswellashername,hasbecometimeless.Sheprovedthattherightingredientscancreatealegend.

Trumphasbecomeagreatbrandname,due tomyrigorousstandardsofdesignandquality.WealladmireRolls-Roycecars,andIseeeveryoneofmyventures as being just that elite. Being a stickler has paid off, becausemybuildings are considered tobe the finest in theworld.Thatmay sound likebragging,butit’salsoafact.I’veneverbeenonetoconfusefactswithfiction.In2003,ChicagoTribunerealestatecolumnistMaryUmbergerattributedthesales for Trump International Hotel and Tower in Chicago to The TrumpFactor. Umberger reported: The sales velocity surprises even experiencedreal-estate players, who told me at the sales inaugural that they doubtedTrumpwouldgainenoughmomentumbecauseChicago’sluxurymarketwas—andis—inalull.

SomepeoplehavewrittenthatI’mboastful,butthey’remissingthepoint.IbelieveinwhatIsay,andIdeliverthegoods.Ifyou’redevotingyourlifetocreatingabodyofwork,andyoubelieveinwhatyoudo,andwhatyoudoisexcellent, you’d better damn well tell people you think so. Subtlety andmodesty are appropriate for nuns and therapists, but if you’re in business,you’d better learn to speak up and announce your significantaccomplishmentstotheworld—nobodyelsewill.

When I’m setting the price for a luxury apartment, I consider a lot offactors—themarket, the location, and the competition. Then I set my ownstandards. Once, when some top-of-the-line apartments weren’t selling, Iuppedtheprices,wayoverthecompetition.Theystartedsellingimmediately.

Iviewmyworkasanartformandapproachitwiththesameintensityandego as any ambitious artist would. I never planned on becoming a brandname,butthefitofmyaestheticnaturewitheachproductIbecameinvolvedwith has resulted in an expanding network of interests. The success of theTrumpnameworldwidehasbeenasurprise.

It’s been a good surprise. For example, using my name on a buildingcarrieswith it a promise of the highest quality available and at least a $5-millionpricetag.That’s justfor thename,because itwillbeworth it to thedevelopers,andtheyknowit.Thatbuildingwillbeuptomystandards.WhenI remember the line from Shakespeare’sRomeo and Juliet— What’s in aname?—Ihave to laugh.What’s in a name can be farmore than either theBardorIevercouldhaveimagined.

We’ve all noticed the ascendancy of brand names and the power they

have,fromLevi’stoLouisVuitton.Somepeopleareagainstthiswidespreadbranding,seeingitasanotherformoflabeling.Iseeitasaviableoutletforcreativity.

Ifyou’reonthebrinkofsuccessinyourcareer,somesnobmightaskyoudismissively,Youdon’twanttobecomeabrandname,doyou?Anyonewhoasksyouthatdoesnothavethebigpictureinfocus—andtheyareusuallyjustenvious.

Icangetaprojectoff theground inno timenow,whereasanunknowndeveloperwouldrequiremanymonths, ifnotyears, togetsomethinggoing.The number of people I employ to get a project finished reaches into thethousands,andthosepeoplewouldnothaveabuildingtoworkonwithoutadeveloper to give them a job. Commerce and art cannot functionindependently—theymustwork together.That is thebeautyof a successfulbrandname.

Ifthereisadownsidetobeingawell-knownname,itisthatyoubecomeaneasytarget.Themedianeedstoteardownwhatitbuildsup;that’sjustpartofjournalism—storiesareaboutheroesandvillains,orsuccessandfailure.Ifyou’reabrandname, they’regoing to takeashotatyou. Itcomeswith theterritory,andI’velearnedtolivewithit.AswesayonTheApprentice:It’snotpersonal.It’sbusiness.

Fortunately, ifyouhave thecriticswhomatteronyourside, reading thenewspaper can be a lot of fun. Herbert Muschamp, the architecture criticforThe New York Times, is a scholar and an authority when it comes tobuildings.Toreceiveacomplimentfromhimhasanintrinsicvaluethatwillnever diminish. When he wrote an article on Trump World Tower anddescribeditasahandsomehunkofaglasstower,Iwasveryhonored.Here’smoreofwhathewrote:

Although Donald Trump prefers to publicize the aggressive side of hisnature—it’sthemanlythingtodo—heisalsotheonlybeautyfreakatlargeinNewYorkCityrealestatedevelopment....It’snotsurprisingthatunofficialapprovalofTrump’sbuildingshouldcomebywayoftheMuseumofModernArt.The towerembodies theMiesianaesthetic throughwhich theModern’sdesigndepartment’stastewasinitiallyformulated—IhopeTrumpstickswiththismaterial.Trumpdoesbetterwhenheignoreshiscriticsthanwhenhepaysattentiontothem.

So don’t be afraid to toot your own hornwhen you’ve done somethingworthtootingabout.

Anddon’tbelievethecriticsunlesstheyloveyourwork.GowithYourGutBeing an entrepreneur is not a group effort.You have to trust yourself.

Youmayhavesuperbacademiccredentials,butwithoutinstinctsyou’llhave

ahardtimegettingto—andstayingat—thetop.Thisisoneofthosegrayareasthatremainanenigmaeventothosewho

have finely honed business instincts. There are inexplicable signs that canguideyoutoorawayfromcertaindealsandcertainpeople.

Forexample,withinafewsecondsofmeetingMarkBurnett, thecreatorofTheApprentice,Iknewhewasonehundredpercentsolid,bothasapersonand as a professional, which is a remarkable accomplishment in theentertainmentindustry.

On the other hand, I’ve met people that I have an aversion to for noparticularreason,andwhileItrynottobejudgmental,Ihavereasonbynowtotrustmygut.CarlJungsaidourconsciousmindsuseonlyfivepercentofour brain power for daily functioning. If we can learn to tap into thatunconscious, subconscious, anddormantninety-fivepercent, the results canbeamazing.

BeOptimistic,butAlwaysBePreparedfortheWorstThere are a lot of ups and downs, but you can ride them out if you’re

preparedforthem.Learningtoexpectproblemssavedmefromalotofwastedenergy,andit

will save you fromunexpected surprises. It’s likeWall Street; it’s like life.Theupsanddownsareinevitable,sosimplytrytobepreparedforthem.

SometimesI’llaskmyselfwhyIwanttotakeonsomenew,bigchallenge.Asubstantiallossisalwaysapossibility.CanIhandleitifitdoesn’tgowell?Will Ibeaskingmyself later,Whydid Ieverdo that?Whatwas I thinking?I’m actually a very cautious person, which is different from being apessimisticperson.Callitpositivethinkingwithalotofrealitychecks.

LookCloselyBeforeChangingCareersIn2000, I thought about running forpresidentof theUnitedStates as a

third-partycandidate.Iproposedsomesensibleideas:taxcutsforthemiddleclass, tougher trade deals, a ban on unregulated soft money in campaigns,comprehensive health care reform. I formed an exploratory committee andmetwithReformParty leaders,but in theendI realized Iwasenjoyingmybusinesstoomuchtorunforoffice.

Remember the rule I mentioned earlier about how you shouldn’tequivocate?Thatmayworkforbusiness,butinpolitics,youusuallyhavetowatchyourwords.I’mtooblunttobeapolitician.Then,there’smylong-heldaversion to shaking hands. (More on this in amoment.) Had I entered therace, Iwouldn’thavebeenverypopular.Evenduring thefewmonthsIwasconsideringcandidacy,Inoticedthatpeoplebegantotreatmedifferently—inamorereserved,lessfriendlyway.Before,IhadbeenTheDonald,someonetheywouldwaveandsmileat.Suddenly,itwasadifferentballgame,andit

didn’tseemlikemuchfuntome.OneguyIhadbeenfriendlywithforyearssawmeatLeCirqueandforthefirsttimeinmylifecalledmeMr.Trump.HehadalwayscalledmeDonald.Thatwasarealheads-up.

Alotofsuccessfulbusinesspeoplethinktheycanapplytheirmanagementskills to politics, but I’ve noticed that only a select few, like MichaelBloombergandJonCorzine,succeed.Mostothers lackthetemperamentforit.

There’salargerpointhere,beyondtheobviousonesaboutnotconfusingyour talent foroffice politicswith a gift for electoral politics.Anyonewithmorethanalittlecuriosityandambitionwillatsomepointbetemptedtotryadifferent challenge on new terrain. Take the risk, but before you do, doeverythingyoucantolearnwhatyou’regettingyourselfinto,andbeassureasyoucanthatyou’vegottherightmind-setforthejob.

AvoidtheHandshakeWheneverPossibleSome business executives believe in a firm handshake. I believe inno

handshake.Itisaterriblepractice.Sooften,Iseesomeonewhoisobviouslysick,withabadcoldor theflu,whoapproachesmeandsays,Mr.Trump,Iwouldliketoshakeyourhand.It’samedicalfactthatthisishowgermsarespread.IwishwecouldfollowtheJapanesecustomofbowinginstead.

Theworst is having to shake hands during ameal.On one occasion, amanwalked out of the restaurant’s bathroom, jiggling his hands as thoughtheywerestillwetandhehadn’tusedatowel.Hespottedme,walkedovertomytable,andsaid,Mr.Trump,you’rethegreatest.Wouldyoupleaseshakemyhand?

IknewthatifIdidn’tshakehishand,he’dbesayingterriblethingsaboutme for thirty years. I also knew that if I agreed, my own hands would beloadedwithgermsorwhateverthehellhe’dcarriedoutofthebathroom.Ihadachoice.

Inthiscase,Idecidedtoshakehands,becauseIwasalittleoverweightatthetimeandknewthatifIshookhishandIwouldn’teatmymeal—andthatwouldbeagoodthing.

PayAttentiontotheDetailsIfyoudon’tknoweveryaspectofwhatyou’redoing,downtothepaper

clips,you’resettingyourselfupforsomeunwelcomesurprises.Ionce readaboutanesteemedbrain surgeon inSanFranciscowhowas

knownforbeingfanaticalaboutdetailandorganization.Hewouldgooverthecomponentsofanupcomingsurgeryinhisheadashejoggedeverymorning.He’d visualize every detail, as if to remind himself of everything he’dlearned,everydifficultyandcomplicationhemightencounter.

Hewasn’tknownforhisbedsidemanner,buthewasthebest.IfIhadto

havebrainsurgery,he’sthekindofsurgeonI’dchoose.Butyoudon’thavetobeabrainsurgeontopayattentiontothedetails.

ConnectwithYourAudience(TheArtofPublicSpeaking,PartI)One of the problems with my schedule lately is that I am unable to

accommodatemostoftherequestsIreceiveforpublicspeaking.Ihappentoenjoy giving speeches. I know some people dread the thought of having togiveapresentation inaboardroom, letaloneappearingbefore thousandsofpeople.Notme.Igetsomuchenergyfrommyaudiencesthatitisalwaysfun.

I’llbeta lotofyouarewonderingwhetherI’mmakingthatuptosoundlike I’m not afraid of anything. It’s possible I’m forgetting a few stressfulmoments.YearsagoIwasprobablynervousaboutfacinganaudience,butIgotoverit.Beingafraidofspeakinginpublicissomethingyoucanconquer.The following pointers can be applied by people who find presentations,whatever the size of the audience, to be a roadblock on their highway tosuccess.

Ithelpsifyouareanaturallygregariousperson.Mydriver,Tony,recallsatimewhenIwasgoingtodeliveraspeech.Whenwewereaboutfiveminutesaway,IaskedTonywhatIwassupposedtobetalkingaboutthatnight.Tonycouldn’t hide his shock. He said, Boss, don’t youknow? There are twentythousandpeoplewaitingforyou.

Isaid,Yeah,butI’vebeenbusy.I’msureitwillbeokay.Iwastryingtoreassurehim.

Nogo.Hesaid,Whereareyournotes?Didn’tyoumakeanynotes?Isaid,I’mmakingsomenow.Tonywaslookingatmethroughtherearviewmirrorwithanexpressionof

astonishment.IthinkhewascheckingtoseewhetherIwaskidding.Iwasn’t.I’d been asked to give the speech byAnthony Robbins, the bestselling

author and self-help guru. I had been paid a great deal of money for thespeech,butI’dneveraskedhowmanypeopleIwouldbespeakinginfrontof.As I was leaving the office to go to Philadelphia, my secretary told me Iwouldbespeakingatabasketballarena,theWachoviaCenter,andthattherewouldbeapproximatelytwentythousandpeoplethere.Isaid,You’vegottobekidding.I’veneverspokenbeforetwentythousandpeoplebefore!

Tellingitlikeitis.Thatsituationcouldcausepanicinsomepeople.Instead,Ithoughtabout

myaudiencenotasamassivegroupofpeoplejustwaitingtojudgeme,butasindividualswhomightbetherebecausethey’reinterestedinsomething.ThenI started thinking about what people are interested in and the kinds ofquestionspeopleliketoaskme.

Iwas ready. I suddenlyhadagut feeling thatwewereall in foragreattime.

Leavinganashen-facedTony in thecar, Ihoppedout, ready toembracetheexperience.Somehowtheaudiencepickeduponmyenergyandgotmuchmore thanaspeech.Theygotgive-and-take thatnoonewhowas therewillsoonforget.Wehadahilarioustime,andwewalkedawayhavinglearnedafewthingsaswell.

TonyRobbins turned out to be a terrific guy.Until Imet him, I didn’tbelieve in him or trust him, but that was only because I was getting myinformation secondhand. Having gotten to know him and his wife, I nowwholeheartedly endorse him—he is out to do good and help people. Hisseminars are absolutely a happening, and after our successful experience inPhiladelphia,Iagreedtomaketenmoreappearances.

All inall, itwasavaluable lesson inpublicspeaking:Thinkaboutyouraudiencefirst.Therestwillfallintoplace.

Granted,havingusefulinformationtoconveywillhelp,too.Buttuningintopeople is thefirst step. I’mgoodat that,and Idon’thave to try toohard.Eveninmyoffice,withafewpeoplearound,theconversationwillneverbeone-sided.Iliketoinvolveeveryoneandhearwhattheyhavetosay.

So:Involveyouraudience.Theywillappreciatebeingincluded.CoverTheseElevenBases(TheArtofPublicSpeaking,PartII)When you’re speaking, it helps to be prepared. That may sound funny

afterwhat I’ve just toldyou,but ifyou readeveryday,youwillalreadybeprepared—maybenotforthefinepointsyouarespecificallyspeakingabout,but usuallywe are asked to speak about somethingwe are experts at or atleastfamiliarwith.Coveryourbasesmentally.Imagineyourselfbeingintheaudience. What are you looking for? Being able to trade places with theaudiencecanopenyouuptoalotofideas.Haveexamplesandreferencesinmindtobackupyourstatements,andmakethemasvividaspossibleforyourlisteners.

Notes can sometimes function as a useful reference point, especially ifyou’respeaking toa largeaudience. Ifyou’reprepared,noonecan tell thatyou’reusingthem.Ideally,youdon’twanttoreadaspeech.Forsomereason,nomatter how good your delivery is when you read a speech, it’s usuallyboring.Everyoneseesthatyou’rereadingitandit’sneverquitethesameasdeliveringitoffthecuff.Notesofferthebestofbothworlds:Theykeepyoufocusedandmovingintherightdirectionwithoutturningyouintoastiff.

Beagoodstoryteller. People like stories, and they’ll remember them. A speech shouldn’t

become a lecture. Humor goes a long way, and it will remind you andeveryoneelsethatwe’veallgotalotof thingsincommon.Storytellingisaskill, sowork on it. It’s helpful to listen to comedians. The good ones canteachyoutheartofgreattiming.

Thinkaboutthecommondenominator. How can all of us relate to one another? How can you enable your

audiencetorelatetoyouandtowhatyou’resaying?Peopleseemeasarichandpowerfulperson,butlikemostpeople, Ialsohaveadailyroutineandafamily.Igetstuckintrafficjams,too.I’veknownsomerealgemsandsomerealwackos.Ihavecrankymomentsandbaddayslikeeveryoneelse.Alotofyour experiences can be understood and appreciated by your audiencebecausethey’vehadthem,too.Lookforwhatyouhaveincommonandleadwithit.Youwillcreateanimmediatebond,becausetheywillrealizetheycanrelatetoyou.

Whenyouareonthepodium,youaretheentertainer. People are there to learn something, but also to be entertained. One

reasonElvisPresleywassuchagreatentertaineristhathemadeeveryefforttotuneintohisaudience—itwasgive-and-takealltheway.WayneNewtondoesthat,too.Evenpeoplewhothoughttheywouldn’tlikeLiberacebecamebig fans after experiencing his live shows. And nobody did it better thanSinatra.

Somepeoplecallitcharisma.Icallittuninginanddelivering.StudyRegisPhilbin. He is relaxedand funny, andhealways relates tohis audiences.They

love him. He’s a perfect example of the give-and-take that’s necessary forsuccessful public speaking. Regis doesn’t just speak—he shares. He’s asmagnanimous a performer as he is a person.Watchhim, pay attention, andyou’lllearnalot.

Beabletopokefunatyourself.Thiswillmakeyouaccessibletopeopleevenifyouareuponthestage

andinthespotlight.We’veallhaddisastersinourlives,majorandminor.Tobeabletolaughattheminretrospectishealthyandhelpful.Usetheblipsthatwe all encounter in our lives to your advantage. I remember a particularquestion-and-answer period that followed one of my speeches, during thetimewhenIvanaandIweregoingthroughourdivorceandthetabloidswerehavingafieldday.Thefirstquestionwasfromaguywhoasked,Youdon’tmindifIcallyouTheDonald,doyou?

SoIresponded,Notifyoudon’tmindifIcallyouIvana.Weallhadagoodlaughandthenproceededtohisrealquestion.Learntothinkonyourfeet.Memorablepublicspeakinginvolvesagooddealofspontaneity.It’salot

likenegotiating—youhavetofocusonyourgoalsbutremainflexible.Alotof people are terrific writers but not so great at getting their ideas acrossorally.Writingisaformofthinking,andsoisspeaking.Thedifferenceisthatyoudon’thavetimetogobackandcorrectyourselfwhenyou’reonstage.It’snot a first draft and it’s not a rehearsal. Be prepared for the performance,

becausethat’swhat’sexpectedofyou.Listeninyourdailylife.Everydaycanbeapreparationforaspeechorapresentation.Haveyou

ever said toyourself, I’ll have to remember that one after hearing someonesay something particularly clever or unusual? Even offhand comments thatyou overhear can be useful. Remember them. Make notes if you must.Everything and everyone can become material. I was in the back of anelevator once, behind a group of guys.Their conversationwas so vivid, soreal,thatItunedinandtriedtofigureoutwhythey’dcapturedmyattention.Aside from the fact that they had a captive audience for a short amount oftime,Irealizedthattheirspeakingrhythmwassyncopated,quick,andtothepoint.What theywere sayingwasn’t all that fascinating, but their deliverywas. Theymade a normally mundane subject—what they were getting forlunchandhowtheyweregettingit—seeminteresting.

Haveagoodtime.It’scontagious.Ifyouraudiencebelievesyouareenjoyingwhatyouare

doing, they’llenjoybeing inyourcompany. If it’sanobviouschore toyou,forgetitandfindsomeoneelsetospeakforyou.Ifyou’reabusyexecutive,there’sprobablysomeonewithinyourorganizationwhocanspeakeffectivelyinyourplace.Sometimeswhen I’masked to speak andmy schedulewon’tallowit,Iwillasksomeonewhoworksformeifthey’dbeinterestedinfillingin. Charlie Reiss, executive VP of development inmy organization, was aprofessor at Columbia University before he came to work for me. He’s adynamicspeaker,butIwouldn’thaveknownthisifIhadn’taskedhimtohelpoutwhenIwasinabind.Hehasagiftforpublicspeakingbecauseheenjoysteachingand isenthusiasticaboutwhathedoes.At first Iworriedhemightturn out to be a bit pedantic, considering his background, but he wasn’t.Everyonehadagoodtime.

Another important aspect of having a good time: Before you speak,remindyourselfthatitdoesn’tmatterallthatmuch.Don’tfeelthattheweightoftheworldisonyou.Mostofthepeopleintheroomdon’tcarehowwellorpoorly you do. It’s just not that important. It’s merely a speech—not anearthquakeorawar.You’llhaveabettertimeandbeabetterspeakerifyoukeepitallinperspective.

Thatsaid,publicspeakingandpresentationsmaybeanecessarysteponyour ladder to success. For quick reference, here’s my procedure fordiscoveringatalentyouthoughtyoudidn’thave:

1.Thinkaboutyouraudiencefirst.2.Getyouraudienceinvolved.3.

Beprepared.4.Beagoodstoryteller.5.Beawareofthecommondenominator.6.Beanentertainer.7.Beabletolaughatyourself.8.Thinkonyourfeet.9.Listen.10.Haveagoodtime.And,ofcourse...11.StudyRegisPhilbin.ChangeYourAltitudeWhenIsayaltitude,I’mnotreferringtomyjet.It’smyowninterpretation

of thewordattitude. I like flying because it getsmewhere I’m going, fast.Likewise,ifyouhavetherightattitude,youcangetwhereyou’regoing,fast.

What’s the altitude of your attitude? Is it high frequency or lowfrequency? Having a high frequency will attune you to a wavelength thatexudesconfidenceandclear-sightedenthusiasm.I’mafirmbelieverthatthisishalfthebattleofanyenterprise.

I’m a tough-minded optimist. I learned a long time ago that myproductivitywasincreasedbyalargepercentagesimplybylearningtoletgoofnegativityinallformsasquicklyasIcould.Mycommitmenttoexcellenceis thorough—so thorough that it negates the wavelength of negativityimmediately. I used to have to zap negativity mentally. By now, it justbouncesoffmewithinamomentofgettingnearme.Asyoumayhaveheard,I don’t like germs. I’m still waging a personal crusade to replace themandatoryandunsanitaryhandshakewiththeJapanesecustomofbowing.Tome,germsarejustanotherkindofnegativity.

Negativityisalsoaformoffear,andfearcanbeparalyzing.Onthegolfcourse, I’veheardgreat athletes tellme that they can’t putt.Theycanhit aballthreehundredyardsrightdownthemiddleofthefairway,buttheycan’tfinishtheholebyputtingtheballthreefeetintothecup.

Recently, I played with a man who is terrified of putting. He hit amagnificent235-yardshotandwassevenfeetfromthecup.Thenhelooked

overatmeandsaid,Nowthehardpartbegins.Another friend,alsoagreatgolfer, isparalyzedbyhis fearof losinghis

ball.Eachtimeweplayedaholenearalake,hewouldlookdownandsaytohisball,IhaveafeelingI’llneverseeyouagain.

Ihavetoldthesetwoguysthattheymuststartthinkingpositivelyortheywillsabotagethemselves.

Very often, negative thinking stems from low self-esteem. You have towork on this yourself. Maybe you’ve received a lot of hard knocks. I’velearnedtodealwiththembecauseIgetknockedalot.Quicklyseethemforwhat they are—knocks. But you don’t have to open the door unless youchooseto.I’vegottentothepointwhereIseeknocksasopportunitiesandasaninsightintowhoeverisdoingtheknocking.

Onewaytochaselowaltitudeawayistothinkabouthowfortunateyoualreadyareandhowmuchyoustillhave to lookforward to.Youcanbetteryourbestdayatanytime.Verysurprisingthingscanhappen,butyoumust—and I repeatmust— be open to them. How can you fly if you’ve alreadyclippedyourownwings?

I don’t have time to encourage asmany people as I would like to, butwheneveritseemsappropriate,IrecommendThePowerofPositiveThinkingbyNormanVincentPeale,oneofmyfather’sfavoritebooks,andmine, too.Some peoplemay think it’s old-fashioned, but what Peale has written willalwaysbetrue.Headvocatesfaithoverfear.Faithcanovercometheparalysisthatfearbringswithit.

IcanrememberatimewhenIhadachoicetomake,whenIwasbillionsof dollars in debt. I had to take one of two courses of action: a fearful,defensive one or a faithful, riskier one. I carefully analyzed the situation,realized what was causing the uneasy feeling of fear, and immediatelyreplaceditwithblindfaith,simplybecauseIhadnothingelsetogoonatthetime. Then I resolved that as long as I remained positive and disciplined,thingswouldworkout.

TherewasnotmuchmoreIcoulddo.Ididn’tknowhowitwasgoingtogo,butIwasdeterminedtomoveforward,eventhoughitwasn’teasy.Withinarelativelyshortamountoftime,thesituationwassettledpositively.Ilearneda lot from that and have since had a better understanding of what couragereallyis.Withoutfacingmyownfear,Iwouldnothaveknown.

WhenIthinkofsomeonewhoistough,Ialsothinkofsomeonewhohascourage.Peoplewhopersist have courage, because often it’s a lot easier togiveup.SomeofthebravestpeopleI’vemetarechildrenwithhandicaps.I’mactivewithUnitedCerebralPalsy.Whatthosekidsdealwithishumbling,buttheyareenthusiasticandthrilledwitheverydaythey’vebeengiven.

You’ve been given a day, too.When you’re down, look at it that way.Anotherdaycanequalanotherchance.Sometimes,asobviousas it sounds,

we really do have to take things one day at a time. Immediately after theeventsofSeptember11,wedidn’tknowwhatwasgoingtohappen,butweallkeptgoing,onedayatatime,andwe’restillmovingforward.

Maybeyou’vegottentothepointwhereyouthinkyoucan’tgetthroughanother day. That’s shortsighted of you. You’re missing the big picture.You’reontherunway,butyourfuelsupplyistheproblem.Youwon’tgetoffthegroundwithoutit.Feedyourselfsomepositivethoughtsandyoucantakeoffatanytime.

Ever wonder what makes certain people keep going? I do. AbrahamLincoln encountered a steady procession of setbacks, but he just kept at it.Nothing deterred him. He must have had a lot of faith, because he didn’treceive much encouragement along the way. He’s an excellent example ofsomeonewhonevergaveup.

Theotherextremeisthepersonwhoseemstorunintoobstacleswiththeunerring aim of amarksman. I knew a guywhowas remarkably accident-prone.Iftherewassomethingtoruninto,he’dfindit.Iftherewasaholeintheground,he’dbreakhisfootbystumblingintoit.

Once,hewasinsuchaslam-bangaccidentthathewashospitalizedforsixmonthsbefore being completely patched up. Finally, the day of his releasefromthehospitalarrivedanditwasdecidedthatheshouldgetanambulanceride home, just to be on the safe side. As the ambulance was taking himhome, it crashed into a car—another spectacular slam-bang accident. Myfriend was immediately brought back to the hospital, in a new ambulancedispatched to the scene of the disaster.What can I say?Maybe he’s just areallyunluckyguy.Ormaybehe’saloser.Iknowthatsoundsharsh,butlet’sfaceit—somepeoplearelosers.

The altitude level of losers is so low that they should walk around inscubagearallday.Theyarebelowsealevelonthealtitudemap.Weallknowpeoplelikethat,andtheymightmakegreatcomediansbecausetheyhavesomuch material—but first they’d have to learn to be funny. Honestly, I’veknownpeoplewhoaresuchaccomplishedlosersthatIthinkthat’swhattheydevotetheirtimeto:

HowcanIbethebiggestscrewuppossible?HowcanIprovethebornlosertheorytobecorrect?HowcanIdefythelawofprobabilitytomakeitanabsolutedisasterevery

time?HowcanIachieveaperfectrecordoftotalwipeouts?HowfarcanIgetatzeromilesperhour?HowcanIreachthelowestfrequencypossible?HowcanIoperatesothatradarcouldneverpossiblyfindmeevenifIget

lost,whichIprobablywill?Thesepeopleneedanewspeedometer.

Getgoing.Moveforward.Aimhigh.Planforatakeoff.Don’tjustsitonthe runway and hope someone will come along and push the airplane. Itsimplywon’thappen.

Changeyourattitudeandgainsomealtitude.Believeme,you’llloveituphere.

StartVisualizingPositivelyPositive thoughts will create positive visuals. Have you ever heard

someonesayIcanjustsee it!whentheyareenthusiasticaboutsomething?Iknow from experience that if I can see something as a possibility, it has amuchbetterchanceofhappeningthanifIcan’tseeithappening.

Giveyourhigherselfachanceonceinawhilebygivingyourpossibilityquotaaboost.

Keep a book of inspiring quotes nearby, so you can change a negativewavelength themoment it descends on you.Here are someofmypersonalfavorites:

Knoweverythingyoucanaboutwhatyou’redoing.—MYFATHER,FREDTRUMPI know the price of success: dedication, hardwork, and an unremitting

devotiontothethingsyouwanttoseehappen.—FRANKLLOYDWRIGHTAleaderhastherighttobebeaten,butnevertherighttobesurprised.—NAPOLEONLet’savoidsubtletyonthisone.—CHARLIEREISS,Executive Vice President of Development, The

TrumpOrganizationHewholooksoutsidehisownheartdreams,hewholooksinsidehisown

heartawakens.—CARLJUNGExcitingisadullwordforthebusinesswe’rein.—FREDTRUMPYou’re the only guy who can wear a cashmere overcoat to a baseball

gameandgetawaywithit.—REGISPHILBINImaginationismoreimportantthanknowledge.—ALBERTEINSTEINContinuouseffort—not strengthor intelligence—is thekey tounlocking

ourpotential.—WINSTONCHURCHILLIrememberwhenIwastheDonald.—DONALDDUCKCartooninTheNewYorker

(©TheNewYorkerCollection1993,LeeLorenzfromcartoonbank.com.AllRightsReserved.)

ReadCarlJungIfindreadingpsychologyandself-helpbooksuseful.CarlJung’stheories

fascinate me and keep my mind open to my own—and the collective—unconscious.

Readinghisbookscanalsobeagoodformofself-defense.There’sa lotwedon’tknowaboutourselves.Likewise, there’sa lotwe

maynotknowabouteveryoneelse.Jungusedthewordpsychetorefertoboththeconsciousandtheunconsciousprocesses. (That’swhere thewordpsychocomes from, by the way.) I first became aware of Jung through anacquaintancewhohadenduredsomeextremeordeals,yetheremainedcalm.Icouldn’t fathom where he got this sort of grace under fire demeanor, so Iaskedhim,andhetoldmethatJung’sideaskepthimcentered.

Myfriendputitlikethis:Donald,I’velearnedfrommyexperiences.Asasafetyfactor,Iveryoftenseeotherpeopleasarevolverthatcouldbepointedat me. They are the gun. I, however, am the trigger. So I speak and treadcarefully. It’saneffectivevisualaid toavoidconflicts, as Iwasunwittinglyamongpeoplewhowereactuallypsychosunderneaththeirdignifiedpersonas.We never knowwhatwill trigger another person’s killer instinct. It can besomethingthathappenedwhentheywerefiveyearsold.Soavoidbeingthetrigger,andtherevolverwillnotbeathreat.

This synopsis of his philosophy made such an impact on me that IimmediatelystartedreadingaboutCarlJung.I’mgladIdid,becauseithelpedmeinmybusinessaswellasinmypersonallife.Weareallevolvinghumanbeings,andbeingawareofthisgavemeabigboosttowardmaturity.Italsomademelessinclinedtobesurprisedbyso-calledaberrantbehavior.IhavetostressthatIamnotcynical,butIamaware.IhatebeinginsituationswhereI’m askingmyself,How could this have happened?This remindsme ofmyfavoritequotefromNapoleonaboutbeingsurprised:Agoodleadershouldn’tbe.

Youhavetoknowyourselfaswellasknowotherpeopletobeaneffectiveleader.Forme,readingtheworkofCarlJungwasastepintherightdirection.Ifsomeonehadtoldmeinbusinessschoolthatstudyingpsychologywouldbeimportant for financial success, I would not have believed it. My friend’sstory changed that, and I am grateful to him for such cogent advice. TherelativelysmallnumberofhoursI’vespentreadingJunghavebeenmorethanworth it. Start with his autobiography,Memories, Dreams, Reflections, andyouwill be in for a fascinating timewhile simultaneously fine-tuning yourintuitionandinstincts.Youwillalsogainatechniqueforseeinginto—versusreadinginto—thepeoplearoundyou.Believeme,thiswillserveyouwellon

manylevels.Thewordpersona has an interesting root. It comes from theLatinword

meaningmask.This,however,isnotderogatory.It’snecessary.Eachofushasapersona.Weneeditforsurvival.It’sthefaceweputonforpublicuse,anditcanbeintentionalorunconscious.Forexample,asalesmanwhohaslosthisentirefamilyinanaccident is,naturally,devastated.But toworkeffectivelywithhiscustomers,hemustappearcheerfulandconfident.That’spartofhispersona.It’sasurvivaldevice.

The only danger is when people become their personae. That meanssomethinghasbeenshutoffsomewherealongtheline,andthesepeoplewillenduphidingbehindthefalsepersonalitythatworksprofessionally.AsIamverymuchinthepubliceye,thishithomeandIgaveitconsiderablethought.Fortunately, I am aware ofmypublic side aswell asmy private side, and,while I’mnotone forhidingmuch, I know there are several dimensions inwhichIoperate.That’sonereasonIfeelathomeatTheTrumpOrganization.ThepeopleIworkwithdayinanddayoutknowI’mnotentirelyaglamguy.TheyseehowhardIwork.OnepersonsaidIamverymuchlikeaMormon,whichItookashighpraise.

OceanofPDF.com

HowToGetRichAnyway,readingJungwillgiveyouinsightsintoyourselfandthewaysin

whichyouandotherpeopleoperate.HaveanEgoAsyouknow,thisrulehasbeeneasyformetofollow.Buthearmeout—

I’vegotagoodreasonforit.Having awell-developed ego, contrary to popular opinion, is a positive

attribute.Itisthecenterofourconsciousnessandservestogiveusasenseofpurpose.Iremembersayingtosomeone,ShowmesomeonewithnoegoandI’llshowyouabigloser.Iwastryingtostirthingsupandprovokeareaction,butIlaterrealizedthebasicideaisontarget.

Theegoworkstokeepourconsciousandunconsciousaspectsinbalance.Toomucheitherwaycanbedetrimental.Noegomeansverylittlelifeforce,and too much means a dictatorial personality. Keep your ego in a healthybalance,foryourownwell-beingaswellasforthosearoundyou.Striveforwholeness.It’sanintelligentapproachtolifeandbusiness.

Understanding how egoswork can be a great tool.Did you ever noticehowyoucandeflateanopponentbysimplysaying,Yeah,whateveryousay...?Bydoing this,youaregentlyassumingano-egoposition,whichdisarmstheotherpersonwhileat thesametimetakingthewindoutof theirsails. Itgives you the peace of mind necessary to allow you to concentrate onsomethingmoreimportantthandealingwithsomeonewhoisplayingGod.

Sometimes,ratherthanconfrontingatyrantorapsychodirectly,it’smoreeffectivetokeeptheknowledgetoyourselfandproceedaccordingly,behindthescenes.

We’veallheardthesayingthatknowledgeispower.Theintelligentuseofthatpoweriscrucialinthebusinessworld,andit’sjustasimportantinyourpersonallife.Yourmindcanbuildcastles—justmakesurethefoundationsareinplacefirst.You,andthepeoplearoundyou,willbegratefulforthat.

KeepCriticsinPerspectiveInanyjob,youwillbecriticizedatsomepoint.Let’sfaceit:Nobodybuta

totalmasochistwantstobecriticized.There is constructive criticism, and then there is destructive criticism.

Here’showtoassessbothtypes:1.Firstofall,considerthesource.Shouldthisperson’sopinionevenmatter

toyou?2.Ifitdoesmattertoyou,takeafewminutestoconsiderwhetheranything

helpfulcanresultfromthecriticism.Otherscanoftenseethingsthatwehaveoverlooked.Usetheirkeeneyestoyouradvantage.

3.Critics serve their purpose. Sometimes they serve a larger purpose, and

sometimestheyservetheirownpurpose.AmericanIdoljudgeSimonCowellcanbecriticaloftheperformersontheprogram,buthe’sfairandhe’shonest,and I don’t thinkAmerican Idol would work without him. Simon was niceenoughtocomplimentTheApprentice inan interview.I thinkit’sabsolutelyfantastic,hetoldtheDailyNews.Ithink[Trump]issuperbontheshow.He’snot hamming it up.He’s just playinghimself and that’s veryhard to doontelevision.AsIsaid,Simonisafairandhonestcritic,andIamafanofhis.

4.Everyone has an opinion. In most cases, it’s not worth the paper it’s

writtenon.5.Iftheopinionisworththepaperit’swrittenon,andit’swritteninapaper

people are buying and reading, then realize that if people didn’t find youinterestingenoughforpublicconsumption,theywouldn’tbetakingthetimeto criticize you. Think of their criticism as a compliment, proof of yoursignificance.

HomeworkIsRequiredandThereWillBeaTestPeoplewhothinkachievingsuccessisalinearA-to-Zprocess,astraight

shottothetop,simplyaren’t in touchwithreality.Thereareveryfewbonafideovernightsuccessstories.Itjustdoesn’tworkthatway.

Success appears to happen overnight because we all see stories innewspapers and on TV about previously unknown people who suddenlybecomefamous.Butconsiderasequoiatreethathasbeengrowingforseveralhundredyears.Justbecausea televisioncrewonedaydecides todoa storyaboutthattreedoesn’tmeanitdidn’texistbefore.

In 1955, Glenn Gould, the classical pianist from Toronto, rocketed tointernational fameby recordingBach’sGoldbergVariations.Hewas youngandunusual,buthehadalreadybeenpracticingthepianoforclosetotwentyyears.Hemayhaveseemedlikeanovernightsensationtothegeneralpublic,butanyonewho’sbeenworkingatsomethingfortwentyyearsisn’tlikelytoagreewiththatassessment.

Ihavetoadmitthatmyknowledgeofclassicalmusicislimited,butfromwhat little I’ve read on the subject, I know that the process of becoming aclassicalmusicianisalonganddemandingone.Theamountofpracticehours

required tomasteran instrument isastounding,andalsoneverending.Howdotheydoit?I’mnotsure,butIwouldguessthatpassionplaysalargepart.

Everyindustryandprofessionhasitsbottomlineforwhatisrequiredtosucceed.Ifyoucan’tstandtopracticeeveryday,beingamusician isoutofthequestion.Ifyouhatetoexercise,beinganathleteisnotforyou.

In business—every business—the bottom line is understanding theprocess.Ifyoudon’tunderstandtheprocess,you’llneverreaptherewardsoftheprocess.You’llneverlastlongenoughtoachieveyourovernightsuccess.

Part of the process is doing your homework. You have to know whatyou’regettingintofirst.Thatwasoneofmyfather’sstrongestbeliefs.We’veall heard the phraseYou’re barking up thewrong tree. It brings tomind afunnyimage,butinrealityitcanbeembarrassing.Notdoingyourhomeworkcanresultinsomethinganalogous,sodoafewthingsfirsttoavoidthis.

We can learn from our mistakes, but it’s better to learn from oursuccesses.When I hear people say,Well, it was aninteresting experience, Icanusuallysafelyassumetheyarereferringtosomethingthatdidn’tworkoutthe way they’d planned. I don’t find my goof-ups to be amusing orinteresting.

Canyouimaginehearingasurgeonsay,Well,itdidn’tgoquiteright,butIsure learned a lot? I wouldn’t want that guy operating on me. The sameappliestoanyoneinbusiness,becauseifyou’reinbusiness,it’snotjustyourmoneyinvolved,butveryoftenthemoneyandwell-beingofothersaswell.Inmybusiness,Ican’ttakechances.Ifsomethingisnotquiterightwiththedesignorconstructionofasuperstructure,alotofpeoplecouldbeinjuredorkilled. I’vegot to know what’s going on. Bottom line, it will be myresponsibility.

Peopleseethefinishedproduct.Wow,askyscraper!Whatgoesintoit isanotherstory.Constructionisn’tglamorous.It’saseriousandoftendangerousendeavor.Fortunately,Iunderstoodthisfrommyearliestdaysinthebusiness,sothere’sacertaingravityinmyapproachtotheconstructionofanybuilding.

That’swherehaving learned todomyhomeworkcomes inhandy. It’sanecessary requirement, not an extracurricular course to enhance myproductivity.Not only do I have to know exactlywhat I’m doing, but I’vealsogottomakesureIfindcontractorswhoknowexactlywhatthey’redoingaswell.That’swhyI’mtoughonthem,andthat’swhyI’mequallytoughonmyself.Alotoflivesareatstakeinourwork.Wedon’twantanyinterestingexperiences!

Weallknowwhatit’sliketopretendtostudy.Therearesomecoursesinschoolthatjustdon’tholdyourattention.Ifyouarechoosingacareer,keepthatinmind.Whatmostholdsyourattention?

Consider a pyramid. Did you ever notice how large and solid thefoundation is?Didyounotice the carefully graduated levels that eventually

lead to the pinnacle? Now turn the pyramid upside down. That’s arepresentation of topsy-turvy thinking.You don’t start at the top.You startwiththefoundation—thestronger,thebetter.

The world moves along at such a fast clip that we have little patiencewhenthingsareslow,whetherit’sthelineatasupermarketorInternetaccess.We’vebecomeintolerantofthosethingsthatcannotbeacceleratedorskippedentirely.Ican’tspeedupthefoundationworkforabuilding,norcanIexpecttoplaypianolikeGlennGouldjustbecauseIwantto.

Know the limitations as well as the possibilities of everything you do.Findoutasmuchas you canyourself aboutwhat youplan to do, anddon’texpectanyonetoactasyourfavoritegrandmotherinwantingwhat’sbestforyou.Mostpeoplewantwhat’sbestforthemselves,notforyou.Ifthosepeoplehavealreadyspentagreatdealofeffortontheirhomework,whyshouldtheyshareitwithyou?

ListentoaPing-PongGameIlearnedalongtimeagotolisten,buttolistenjudiciously.Youcanlearn

a lot fromthepeoplearoundyou—youjusthave tobediscerningabout theinformationthatcomesyourway.Alotoftheso-calledinformationIreceiveturns out to be someone’s personal opinion. We’re all entitled to our twocents’worth,butsometimesthat’sallitamountsto.

Be aware of the marketplace. Know what’s going on now. That’s onereason I devote several hours a day to reading.That’s how long it takes tobothkeepupwith current events and learn from thegreats inhistory.Howcanyouexpecttobesuccessfulifyourideaofwhat’shappeningintheworldis vague or nonexistent? That’s like saying, I know that September 11happened, but I choose not to acknowledge it. It gets in the way of mypositive outlook on things. That approach is fine if you’re a professionalfairy-talewriter.

There’s another side to everything, sodevelopyour ability to see it—orevenhear it. Ioncemet a youngwoman fromHongKongwhoworkedonWallStreetinemergingmarkets.Shehadanuncannyabilitytopredictcertaineventsinthemarketplace—itseemedalmostlikeapsychicgifttome.

Oneday,Iaskedherhowshecouldbesoontarget inherworkandshelikenedknowingandpredictingtheglobalmarketstolisteningtoaPing-Ponggame.

Atfirst,I thoughtshewasjoking,orperhapsjustbeingevasive,butshewentontoexplainhertheory.

I’m not kidding you,Donald.When Iwas growing up,we had a Ping-Pong table in theden, and I couldhear thegamesmybrotherswouldplay,sometimes for hours,when Iwas studying inmy room. I discovered that Icoulddiscernthetiltofthepaddle,andtheoutcomeofthevolley,justbythe

soundofthePing-Pongballbeinghit,andthesoundofitlandingontheotherside of the net. I knew the results, the repercussions, and the recovery thatwouldberequiredtosuccessfullyhandlewhathadbeendealt.

Later, Iapplied this tomywork inemergingmarketsand found IcouldoftenpredictwhatwouldbehappeningjustbyconcentratingonworldeventsandthinkingofthesoundofPing-Pongballsbeinghitaroundtheglobe.Ping-Pongisreallythereasonbehindmysuccess.

Iwasastounded.That’smyideaoftuningin.Imustaddthatthisyoungwomanhadalltheeducationinfinancethather

positionrequired.Shewasabrightstudent.Whatsetherapartfromeveryoneelse was the way she applied her knowledge and her keen analysis of thegame of Ping-Pong to her work. She may even have done this on anunconsciouslevelinitially,buttappingintothisresourcegaveheranuncannyedge.ThelessonIlearnedfromherstoryisnevertounderestimatethepowerofawareness.

Findoutwhatotherpeoplehavedonetosucceed,andthenbepreparedtodotentimesmore.Therearenoguarantees.

Comparingourselvestoothersisawasteoftime.I’veheardpeoplesay,Well,Mr.Luckyhadamilliondollarsbeforehewas thirtyandI’veworkedjust as hard as he has.Well,Mr. Lucky has nothing to do with you, yourpossibilities, your success, or your failure. Don’t let anyone else be youryardstick.That’stakingpowerawayfromyourselfinabigway.

You’vegotyourownpersonalblueprinttoattendto.Wecan’tallbeTigerWoods, J. Lo, Bill Gates, or whoever it is you would like to be, andsometimes that’s a hard fact to face. You may have already experienceddefeat.Thathappens.Ithappensalot!Butthefactthatyouhaveaspirationstobeginwithisputtingyouontheroadtosuccessrightnow.Nomatterhowdefeatedyoumayfeel,you’vestillgotachance.Butitwon’thappenbyitself.Gettowork!

I’llsumupwithtwoofmyfavoritequotes:Therearenoshortcutstoanywhereworthgoing.—BEVERLYSILLSTheharderIwork,theluckierIget.—GARYPLAYERReflectforThreeHoursaDayI readanarticle recently inwhichEuropeanexchangestudents living in

theUnitedStatesallagreedononeaspectofAmericanlife:Thenoiselevelhere is very high. We seem to avoid quiet moments. Even lapses inconversationarequicklyfilledwithbanterorsomekindofinterference.

Itmademe realize howmuch I need a certain amount of quiet time—usuallyaboutthreehoursaday—inordertostaybalanced.It’stimeIuseto

readandreflect,andIalwaysfeelrenewedandrefreshedbythis.Italsogivesmematerialtofeedmyextrovertednature.

Forme,theearlymorninghoursarebestforthiskindofreflection.I’manearly riser, usually up by 5A.M ., which gives me a few hours to readnewspapersandmagazinesofallsorts—local,national,andinternational.

In the evening, after a black-tie dinner, I’ll unwind by stopping at mylocalKoreangroceryforsnacks—potatochipsandpretzels.Thatwillbemydinner.Irarelygettoeatatthoseblack-tieevents,andI’dratherhavethejunkfood,anyway.

OnceI’mhome,Ireadbooks—usuallybiographies.NowandthenIliketo readaboutphilosophers—particularlySocrates,whoemphasizes thatyoushould follow the convictions of your conscience, which basically meansthinkingforyourself,aphilosophyItendtoagreewith.Itmaynotmakeyoutoopopular,butit’sessentialforlucidthought,andit’sagoodwaytoavoidbeingpartofaherdmentalityofanysort.

IreadasmuchasIcan,butnotasmuchasI’dlike,becausetherearesomany constraints on my time. I am grateful for the contribution OprahWinfrey has made to our country in regard to reading. In my bookTheAmericaWeDeserve, I wrote about the deplorable state of reading in thiscountry. Since Oprah decided to do something about it, there has been anoticeableupswinginbooksales,andwritersareonceagainconsideredtobecoolpeopleratherthandinosaurs.IcannotthankOprahenoughforwhatshehas done, and I hope every person in this country realizes the positiveinfluenceshehashad.WealloweOprahabigthank-you,andI’dliketoleadthecrowdinsayingso.

Ilikemoviesandtelevisionasmuchasanyoneelse,butreadingisaformofreplenishmentforme.Thepotatochipsandpretzelshelp,too.

DressforYourCultureI used to pride myself on buying very inexpensive suits and other

clothing.Itjustdidn’tmakesensetopaythousandsofdollarsforgreatclotheswhenyoucouldbuysomethingforahundreddollars.Whowouldknowthedifference?

Over the years, I’ve learned that this is wrongheaded. I now buy veryhigh-qualityshoes,andtheyseemtolastforever,whereasthecheaposusedtowearoutquicklyandalwayslookedascheapasthepriceI’dpaidforthem.The same is true for suits. These days, I go for Brioni, whose service andattention to detail is second to none. They supplied most of the clothingforTheApprentice, so Ihave tremendous loyalty to them (and Igot agooddeal).Theyalsomakegreatovercoats.

Thewaywedresssaysalotaboutusbeforeweeversayaword.Tome,dressing successfully means understanding your environment: knowing the

cultureandmakinganefforttoreflect—andrespect—it.The look inBeverlyHillsmaybeattractive,but that same lookmaybe

met with scorn onWall Street. Success is hard enough to achieve withoutshowinguponcasualFridayinathree-piecesuit.Don’tputupunnecessaryhurdlesforyourself.

Make it easy for people to take you seriously. I would wonder aboutsomeone who arrived for a meeting or an interview and was dressedinappropriately for the culture of that particularworkplace—for example, aguy showing up at Trump Tower in a cowboy hat, boots, and a fringedcowhide jacket. It’s more about culture than style. Be aware of yoursurroundingsanddressaccordingly.

Some people can get away with anything. Most people can’t. MichaKoeppel, who works at The Trump Organization, usually looks like aCanadianMountieinfullregalia.Tolookathim,you’dthinkhewasabouttoleadanexpeditionthroughtheRockies.Thenagain,mybuildingsaretall,andhe scouts the right locations for them, so maybe there’s a reason for hisgetups.Itworksforhim,andhedoesagoodjob,soIdon’tmind.

It’s certainly not groundbreaking news that the early victories by thewomenonTheApprenticewere,toaverylargeextent,dependentontheirsexappeal.The fact that sex sells is nothingnew.However,women are judgedharshlywhen theygo too far, sobe careful in howyoupresent yourself. Ifyouwant to be acknowledged for your intelligence aswell as your beauty,don’t stand in your ownway.Not everyone can tune out a knock-em-deadappearance.Thinkofhowyouwouldliketobeperceived,andproceedfromthere.

I tend tonoticewhatpeoplearewearingonly if they lookexceptionallywellputtogether—orexceptionallybadlyputtogether.Ithasmoretodowithstyle than which designer they may or may not be wearing. As I said,expensiveclothingusuallylookslikeitwasworththeprice.

Have you ever noticed how we tend to pigeonhole people in certainprofessionsbytheirappearance?It’saformofshorthandtojustbeabletosayyour basic accountant type or a typical advertising type when describingsomeone.Everyprofessionhasacertainlookorstandard.Justsaybankerandyou’vesavedyourselfahundredwords.It’snotalwaysfair,butthat’showitworks.

However,youdon’thavetobeatypicalanything.Forexample,FrankMcKinneylookslikeacrossbetweenarockstarand

asurferdude.Youwouldneverguessbylookingathimthathe’sarealestateentrepreneurwhosellsultra-high-endresidentialrealestateinFlorida.Whenhespeedsbyyouonhismotorcycle inhisVersacevestwithhistwofeetofblond hair blowing in thewind, you can bet he’s on hisway to a businessmeeting.Butthat’sFrank’sstyle,andhe’sverysuccessful.

I’m a conservative dresser due to business considerations and to savetime. I enjoy flamboyance in other people—I’mmore interested in what abeautifulwomanmightwearthaninanythingImighteverputon.

Beawarethatyourattirecanliterallybecomeacostume.I’veknownalotofterrific-lookingscoundrelsandalotofwell-dressedbums.

Being tasteful is being tasteful, nomatter what line of work you’re in.Sure,ithelpstohavethemoneytobuygreatclothes,butalittlestylecangoalongway.

Here Iamon topofTrumpWorldTowerat theUnitedNationsPlaza. Iliketocheckuponthings,evenwithoutmyhelicopter.

BeYourOwnBestFinancialAdviserManypeoplegooutandhirefinancialadvisers,butIhavealsoseenalot

ofthoseadvisersdestroypeople.Athletes, inparticular,makeagreatdealofmoneyataveryyoungage.

Toooften,somemanagersquanderstheathlete’sfortuneandtheywindupintheirthirtieswithnothingleftbuttheirpastglory—andareforcedtogetjobsjusttosurvive.

Agoodfriendofmineandtrulyoneofthegreatestbasketballplayerswhohaseverlived,KareemAbdul-Jabbar,wasintheNBAforovertwentyyears,onlytofindthatsomebadadvicehaddestroyedmuchofhiswealth.Idon’tknowwhetheritwastheftorstupidity,butitwasashame.

Herschel Walker is an athlete who signed big contracts, with both theUSFLandNFL.Oneday,hecametomeandtoldmehewasgoingtoinvestinafast-foodfranchise.Itoldhim,Herschel,youareafriendofmine,butifyoudothat,Iwillnotspeaktoyouagain.Becauseoftherelationshipwehad(andcontinuetohave),hedecidednottomaketheinvestment.Thecompanywentbankrupttwoyearslater.Herschelisnowawealthyman,andhethanksmeeverytimeIseehim.

Whenitcomestopickingafinancialadviser,relyonyourownjudgmentbasedonwhatyouread in reliablepublications likeTheWallStreetJournal,Forbes,BusinessWeek,andFortune.Theyareusuallyterrific,eventhough,onoccasion,theysaysomenegativethingsaboutme.I’mangryatFortuneatthemoment—and for good reason—but evenFortune sometimes manages toawake from its stupor to report something worthwhile. I’m particularlyimpressedwithaneditor therenamedGeoffreyColvin,whoisalsothehostofWall Street Week on PBS and has written perceptively about corporaterestructuring.

TheNewYorkPosthasdevelopedatrulygreatbusinesssection—andonethat is fun to read.Lately,TheNewYorkTimes’ s coverageofbusinesshasgonerighttothetop!

Ifyoureadthesefinancialpublicationsforawhile,youwillstarttopick

uponthecadenceandgeta feel forwhat’shappening in themarket,whichfundsarethebest,andwhothebestadvisersare.

Stay with the winners. Often, you will read about somebody who hasmade money quickly and then relies on one of his friends to invest hisfortune.Thatfriendhasnotrackrecord,andifitweren’tforhisconnectiontoa rich investor,hewouldn’thaveanymoney.Bewareof instant stars in theworld of finance.Trust the peoplewho do it again and again, andwhoareconsistentlyrankedhighbythefourbestinstitutionalbusinessmediaoutlets.Buttrustyourowncommonsensefirst.

InvestSimplyThere are numerous firms that provide comprehensive charts and other

information on the best returns from certain financial advisers and funds.Study those charts, not over the short term (maybe they just got lucky)butoverafifteen-ortwenty-yearperiod.

InvestwiththehelpofamajorfirmlikeGoldmanSachs,MorganStanley,BearStearns,orMerrillLynch.Theseareyourhard-earnedsavingsatstake.Don’ttakeunnecessaryrisks.

Generally there is a reason for success.When you look at legends likeAlanAceGreenbergandWarrenBuffett andmarvel at howgood they are,youwilllikelyseethatwhatmakesthemsosuccessfulisthesamequalityyoushouldapplytoeveryoneofyourowninvestments—commonsense.

I’ve readmany ofWarrenBuffett’s annual reports. In every case,whatfascinatesmeisthatheisabletoreducethingstothesimplestofterms.

Many accomplishedWall Street gurus canmake you dizzywith talk ofintricate financial maneuverings. They might impress you with theirsophisticated computerized trading results, their fifty percent returns fromoptionsonproducts thatmaynot even exist yet.Fortunes arewon and losteverydayinthesemarkets,butasfarasI’mconcerned,thosefolkswouldbejustassuccessfuliftheyditchedtheirhedgefundsandputalltheirmoneyontheirfavoriteroulettenumberattheTrumpTajMahalCasinoinAtlanticCity.

You paid good money for this book, and I know you’re expectingsophisticated investmentadvice.Thewisest thing I can tell you is to investonly in products you understand, with people you know you can trust.Sometimesthebestinvestmentsaretheonesyoudon’tmake.

GetaPrenuptialAgreementI’vesaiditbefore—Ievenwroteachapterontheartoftheprenupinone

of my other books—but I’ll say it again for anyone about to propose: Aprenuptialagreementdoesn’tmeanthatyouwon’talwaysloveyourspouse.Itdoesn’tmean thatyouhavedoubtsabout theperson’s integrityorquestionsabouttherelationship.Allitmeansisthatyourecognizethatlife,especially

thepartsinvolvingloveandbusiness,canbecomplicated.Peoplehavearightto protect their assets. If you own your own business and you’re facing adifficult divorce without having secured a prenuptial agreement, yournegligencecouldjeopardizethelivelihoodsofyouremployees.Iknowplentyofwomenwhoaresupportingtheirhusbands,andthisadviceappliesequallytobothsexes.

If I hadn’t signed a prenup, I would be writing this book from theperspective of somebody who lost big. We needed a bus to get Ivana’slawyerstocourt.Itwasadisaster,butIhadasolidprenup,anditheldup.

A friendofmine ismarried to awomanwho standsonly five-foot-two,buthe’spetrifiedofwhatshewilldotohimincourt,allbecausehedidn’tgetaprenup.Beforehemet thiswoman,he’dhadfourunsuccessfulmarriages,yethe toldme,Donald, I’mso in lovewith thiswoman that Idon’tneedaprenuptial agreement. I didn’t have the courage to tell him what I wasthinkingtomyself:Loser!

Ayearlater,themarriagewasoverandhewasgoingthroughhell.WhenIsawhim,helookedlikeafrightenedpuppy.

There’snothingwrongwithcommonsense.BelikeThoreauandsimplify.CutOuttheMiddlemanWayneNewtonisagreatfriendofmine,andhemadealotofmoneyover

the years. Unfortunately, given terrible advice, he lost his money and wasforcedtodeclarebankruptcy.Meanwhile,hislawyerswereeatinghimalive.

Hecalledmeandsaid,Donald,Iheardyouowed$9.2billiontoahundredbanksintheearlyninetiesandyouneverwentbankrupt.Howdidyoudoit?BecauseI justcan’tseemtogetoutof thismess.Mylawyersaremakingafortuneandthebanksareimpossible.

IaskedWaynehowmanybankswereinvolved.Hetoldmeitwasthree.You’relucky,Isaid.Ihadninety-ninebanksandImadeapointofbecomingbestfriendswitheverybodyateverybank.Youhavetodothesame.

Igavehimsomemoreadvice,whichhehasgenerouslyacknowledgedinmany interviews. I told him,Wayne, you are amajor celebrity. Have yoursecretarycallthethreebanksandgetthepersonwhoisreallyincharge,notthefigurehead,andpersonallytalktoallthreepeople.Arrangeameetingwiththem,ideallyadinnerwiththemandtheirfamilies.Gettoknowthem.Attheend of this period of time, they’ll like you. They’ll be impressed by youbecauseyouareacelebrity.Theymaycontrolalotofmoney,buttheydon’tcontrol fame,andpeopleare impressedbyfame.Forgetyour lawyers.Theyarenevergoingtowanttosettlethecase,becausethentheirlegalfeesstop.Youmustdoityourself.Callthebankers.Becomefriendlywiththebankers.Andmakeadeal.

Waynecalledmethreeweekslater.He’dhaddinnerwithallthreebankers

andsaidtheywereamongthenicestpeoplehe’devermet.Theybroughttheirwives and children. Later, he cut dealswith every one of them. The banksweretakencareofoveraperiodoftime,thelawyersdidn’tgetanyricher,andtodayWayneisdoingfantasticallywell.

You’reprobablywonderinghow this rule applies toyour life if you arenotheadliningamajorLasVegasshow.Here’show:Wayne tookcontrolofthesituation.Heappealedtothepeopleincharge.Mostofusneedlawyersatsomepointinourlives,andweallhavetodealwithlargebureaucracies.Butsometimesyouneedtogorighttothetop,andyouneedtodoityourself.Youdon’thavetosingDankeSchoentomakeasincerepersonalapproach.

Of course, therewill be timeswhen lawyers are essential.Somepeoplearescoundrels.*1Inthoseinstances,suethebastards.Butwheneverpossible,settle.Itsavesalotoftimeforeveryoneinvolved.

TeachYourChildrentheValueofaDollarMykidsknow thevalueofmoney fromexample.They seehowhard I

work.Idon’ttalkaboutitwiththembecauseIdon’thaveto—theyhaveeyes.TheyseethewayIlive.IturnoffthelightswheneverIleavetheoffice.

I’malwayshappytogetagooddeal,whetherI’mbuyingabuildingorbuyingsupplies at Duane Reade. (Trust me: You can get a good deal on shavingcreamthere.)

I always remember the examplemyparents set forme. I couldsee theirdeterminationanddiscipline.Theydidn’t have toharpon it. I try tobe thewaytheywere.

WithmymotheratNewYorkMilitaryAcademy.Myparentswerefrugalinthesensethattheyknewitwasn’teasytomake

money,andthatitshouldbetreatedwithrespect.Theylivedwellbutsimply,andwerenotflamboyantintheirspending.Werarelywentouttoeat.Wetookrelativelyfewelaboratevacations.

Withmyfather,FredTrump,intheearlydays.Theyemphasizedschoolingandeducation.Wehadasolidfamilylife,and

I remember feeling very fortunate. Each of us was expected to contributesomethingnotonlytothefamilyasawhole,buttosociety.ThatisaTrumpfamilyvaluethatisingrainedinme,andoneI’vetriedtoliveupto.

My children have benefited from affluence, as I did, but it’s surprisinghow unspoiled they are inmanyways. They have budgets and live withinthem.They have limits on their credit cards, and they have themmore forprotectioninanemergencythanforanythingelse.Whentheyweregrowingup, both ofmy sons earned extramoney during their summer vacations bymowing lawns,cutting trees,movingstones,anddoing landscapingworkatthe Seven Springs estate in Westchester. Ivanka attended the School ofAmerican Ballet, which requires an enormous amount of discipline and

training.Collegekidstodayaremoremoneysavvy,perhaps,thankidsfromearlier

generations. They seem serious about their money. This is a good sign,because thesooneryouunderstand thevalueofmoney, themore likelyyouaretopossesslargeamountsofit.

Ifyourchildrenseeyoubeingcarelesswithmoney,theywillassumeit’sokay for them to be careless. Childrenwatch. That’s how they learn.Yourprioritieswilloftenbecometheirpriorities.Anyfamilycanhaveawildcardortwo,butonthewhole,it’sbeenproventhatchildrenwilllearnfromwhattheysee.

If youobviously enjoy going toLasVegas to gamble, it’s likely they’llthinkthisisagoodthingandwillfollowsuit. IfyoulikegoingtoCarnegieHallandbringthekidsalong, they’ll thinkthis isanexcitingeventbecauseyou do. Children inherently like to please, so think about the values youexhibit. Sooner or later, kids will form their own tastes, but the initialexposureisimportant.

Withmy three eldest children—Don Jr., Ivanka, andEric—andBarbaraWaltersforanappearanceon20/20.

(©2004VirginiaSherwood/ABCPhotoArchives)Ispentagooddealoftimewithmychildren—DonJr.,Ivanka,andEric—

when theyweregrowingup,becauseweall lived together.Weremainveryclose. I spend less time with Tiffany, as she lives in California with hermother. I do try to include them in my travels and activities as much aspossible.

Withmyyoungestdaughter,Tiffany.Theyknowtheyarealwayswelcometojointhefamilybusiness.DonJr.

began working full-time at The Trump Organization in September 2001.Trumps are builders, he told BarbaraWalters in a recent interview. I hopeIvanka,Eric,andTiffanymightalsoconsideracareerwithus,but it’s theirdecisionentirely.

Ihaveveryhighstandards,butsodomykids.They’reallhighachieverswhoenjoyworkingandarenotgoof-offsinanysenseoftheword.IwonderwhyI’msolucky.

Notteachingyourkidsaboutmoneyislikenotcaringwhethertheyeat.Ifthey enter the world without financial knowledge, they will have a muchharder go of it.Make sure you let them in on yourway of thinking aboutmoney—howyoumanageexpenses,howyousave,whereyouinvest.

Letthemknowthathavingmoneyisn’tnecessarilyasignofgreed.It’sanimportantelementforsurvival.Justgettingafirstapartmentcanbealessonfor your kids:They suddenly learn about security deposits!Equip them forlife as best you can. Buy them a subscription toMoney or some otherpersonal-financemagazine.Givethemincentivesforsavingtheirallowance.

Iftheydon’tlearnaboutmoneyfromyou,who’sgoingtoteachthem?Negotiations, anyone? Here I am with George Foreman and Lennox

Lewis.IfYouHaveThembytheBalls,TheirHeartsandMindsWillFollowInthispartofthebook,Iwanttotellyouaboutsomeofmyfavoritedeals

andtheessentialrulesofnegotiationtheyexemplify.First, though,here’smybasicphilosophyofhowdealsaredone: It’sall

aboutpersuasion,notpower.Powerismerelytheabilitytoconvincepeopletoacceptyourideas.JustbecauseIamasuccessfulbusinessmandoesn’tmeanIalwaysgetmy

way. It’s true that Idon’thave tobeasvociferousabout thingsasbefore. Idon’thavetoactlikeabulldozertogetattention.ButIhavetocoaxandmakemycasejustlikeanyothernegotiator.

AninterviewerfromBrazilrecentlyaskedmewhatthebestpartsandtheworst parts of having so much money and success were. I had the sameanswertobothquestions:theeffectithasonpeople.Anyoneinapositionofpowerwillprobablyagreewithme.Thereareplusesandminuses.

The plus side is that peoplewill listen to youmore readily than if youaren’tonthemapfinancially.Theminussideisthattheywillreduceyoutoonedimensionandkeepyouthere.

Powerisnotjustaboutcallingalltheshots.It’saboutability.Youcancallall the shots, but if they’re bad ones, no onewill takemuch notice after awhile.Knowwhatyou’redoing.That’swheretherealpowercomesfrom.

Convincingothershasa lot todowithunderstandingnegotiation.Studythe art of persuasion. Practice it.Develop an understanding of its profoundvalueacrossallaspectsoflife.

Don’texpectpeopletobelieveyourblarneysimplybecauseyou’regoodatdeliveringit.Theboardroomisnotthepubdownonthecorner.

Makeiteasyonthepeopleyouaretryingtoconvince.Givethemreadilyaccessiblemetaphorsandanalogies.Ifyouaretoofarovertheirheads,they’llfeelfrustratedor,worse,inferior.Letthemknowyou’reallonthesamelevelinsomeway.Usehumor.It’sagreaticebreaker.IsometimestellpeoplethatIwishourmeetinghadbeenyesterday,becauseIwashavingagreathairdayandtheymissedit!

Convincingother people of howwonderful you are andhow lofty yourideasareisagoodwaytoconvincethemtotuneoutor,betteryet,toescapefrom you as soon as possible. We all need to have a healthy dose ofconfidencetobeconvincing,butdon’tbulldoze.Ifyoudo,youmayseealotofpeopleinfrontofyouatfirst,buttheroomwillsoonbeempty.

Astheadagegoes,There’safinelinebetweenacceptanceandresignation.Youwantpeopletoacceptyourideas,notmerelyberesignedtothembecause

they think they can’t fight back or are just plain exhausted by you. Don’tbrowbeatthemintobelievingyou.Letthemthinkthedecisionistheirs.Itwillgivethemafeelingofcontrol.

Hereisthegoldenruleofnegotiating:Hewhohasthegoldmakestherules.If youwalk into a negotiation and know nothing about the other party,

letthemtalk,listentotheirtone,observetheirbodylanguage,anddeterminewhethertheyreallywanttomakeadealorjustshowyouhowsmarttheyare.

Mostnegotiationsshouldproceedcalmly,ratherthaninahostilemanner.However,sometimesanegotiationworksbestafterafewscreamsandsometablepounding.

Thebestnegotiatorsarechameleons.Theirattitude,demeanor,approach,andpostureinanegotiationwilldependonthepersonontheothersideofthetable.

Iftheotherpartytothetransactionwantstoacquiresomethingyouown,let themconvinceyou that you really don’twant it or need it. In doing so,they’llconvinceyouofjusthowbadlytheywantit.

Moneyisnotalwaystheonlyconsiderationforexchangeinthesaleofanasset.Thinkbeyondthetraditionalboundaries.

Learnthevalueofsayingno.Viewanyconflictasanopportunity.Most important, know the party on the other side of the table before

sitting down with them. Research who you’re dealing with, how theynegotiate,andwhattheywantfromyou.

Now you’re ready to deal. The following stories illustrate these basicrules.

TheTrumpBuildingat40WallStreet.ConsiderWhattheOtherSideWantsOne of the best deals I ever made was the acquisition of the tallest

buildinginlowerManhattan,a1.3-million-square-footlandmarkknownas40WallStreet.

I got it for $1 million, and the negotiation was all about timing andintuition.

Inthe1960sand1970s,40WallStreetwastrulyahotproperty—afullyoccupiedbuilding.Then in the 1980s, itwas bought by FerdinandMarcos,whowasbusydealingwitharevolutioninthePhilippines.Theskyscraperat40Wall Street fell into decline, proving once again that a business shouldnever be run by a dictator, especially a real one about to be booted frompower.

ThentheResnicks,aprominentrealestatefamily,descendedon40WallStreet,butafteralongperiodofnegotiation,itbecameclearthattheResnicksandCitibankweren’tgoingtomakeadealandthat40WallStreetwouldbe

backontheblock.Iwantedverymuchatthistimetomakemymove,butthiswas in the early 1990s and I was in no position to do so. The real estatemarketwasterrible,andmyownfinancialstraitswerewoeful.

ThenextbuyerwastheKinsonCompany,agroupfromHongKong.Theymadeagreatdeal,andafterthepurchasewascomplete,Irequestedameetingwith them to discuss a possible partnership. They weren’t interested in apartnership, but they did want to make 40 Wall Street the downtownequivalent of Trump Tower, including a public atrium. It sounded like abeautiful idea. However, what they would do with the steel columns thatsupportedaseventy-two-storybuildingneverseemed toenter theirminds. Iwasdumbfounded.

As you can probably guess, the Kinson group proved to be relativelyclueless about renovating, running, and leasing out a New York Cityskyscraper.Theyweren’tintherealestatebusinesstobeginwith—theyweremostlyinapparel—andtheywereinwayovertheirheads.Theypouredtensofmillionsofdollars into thebuildingbutweregettingnowhere.Theyhadproblemswith tenants, contractors, suppliers, architects, even theownersofthe land, a prominent family from Germany, the Hinnebergs. Eventually,Kinsonwantedout,andtheycalledme.

Itwasnow1995and themarket stillwasn’t sogood.Kinsonhadeveryreasontowanttogetout,andtheywantedtodoitquicklyandquietly.Sothenegotiationsbegan,withmeofferingthem$1millioninadditiontoassumingand negotiating their liens. I also made the deal subject to a restructuredgroundleasewiththeHinnebergfamily.

Theyacceptedmytermswithoutquestion.Why?Because theywanted out—and fast.Theyknew it and I knew it,

andbecauseIknewit,thenegotiationwaseasy.Therewasanothercrucialaspecttothisdeal,whichprovestheimportance

ofknowingwhattheothersidewants:AllofthepriorleaseholdershaddealtwiththeagentoftheHinnebergfamily.Theagentinsistedonincreasingtherentandraisedotherfinancialobstaclesthathesaidtheownerinsistedupon.Ihad to see for myself what the Hinnebergs wanted—was it money, orsomethingelse?Ifyouwantthetruth,gotothesourceandskipthetranslationbytheintermediary.

IflewtoGermanywithBernieDiamond,mygeneralcounsel,foraface-to-face meeting with the owner, who seemed impressed by the fact that Iwould travel across the Atlantic to see him. I learned that what he reallywantedwaspeaceofmindinconnectionwithhisownershipoftheland,butallhewasgettingwasaggravationandlitigation.ItoldhimIwouldagreetoturnthepresentdisasterintoafirst-classofficebuildingifhewouldforgoallrent during the renovation period and revise the lease to permit rental toqualitysubtenantsandbankfinancingforpartofthebuildingimprovements.

Heagreed—and itwas the firstofmany instances thatconfirmedmybeliefthatWalter,Christian,andWalterHinnebergJr.areamong thefinestpeoplewithwhomI’veeverdonebusiness.

Verysoonafteracquiring40WallStreet,themarketsturnedforthebetter,and the downtown area experienced a renaissance in terms of bothcommercialandresidentialpropertiesanddevelopments.

Imakeagreatdealofmoneyfrom40WallStreet.Asidefromowningthemost beautiful building in lowerManhattan, I have the added attraction ofowning a particularly lucrative one, all because I watched the propertycarefullyfordecades,waitingformymoment,andknewwhattheothersidewasthinking.

BeReasonableandFlexibleAgoodnegotiatormustbeflexibletobesuccessful.WhenIbought40WallStreet,itwasvirtuallyvacant.Itoldtheexisting

leasingbroker,afriendofmine,thatIwasgoingtorenovatethebuildingandget tenants. I offered him the chance to bemy exclusive rental agent. Thebrokerhadbeentheagentfor thepreviousownersof thebuilding,whohadbeenhavingbigproblemsgettingtenants.HewassosureIwouldfailthathesaidhewouldtakethejobonlyifIwouldpayhimaretainerof$60,000permonth,startingimmediately.Hesaidhewoulddeducthisfuturecommissionfromthatguaranteedfee.

Hisofferwasimpossibleformetoaccept.Iownedavacantbuildingwithexistinglosses,andthebroker,whohadbeenunable toproduce in thepast,wasaskingmetopaycashupfront.Itoldthebrokerthathisoffershowedatotal lack of faith in my ability to be successful—a broker getting paidwithoutproducingatenantwasunheardof.

Thebrokerremainedinflexibleinhisposition.Wepartedcompany.I hired another high-quality broker, who willingly accepted the

opportunity on the usual terms—no lease, no commission. I renovated thebuilding.Thebrokermademillionsincommissionsinthenexttwoyears.Theoriginalbroker’sinflexibilitycosthimasmallfortune,plushelostanyfuturebusinessfromme.

TrustYourInstinctsWhen I took over 40 Wall Street, my associate Abe Wallach, who

orchestrated the purchase, was certain that the only viable solution was toconvert the building to a residential cooperative apartment house. Hisreasoningmadesense,giventhedepressedmarketforofficetenantsandtheincentivesthecitywasgivingforresidentialdevelopmentdowntown.Allofthe real estate brokers shared his view that leasing to office tenantswasn’tfeasible. They said the floor sizes were either too small or too large for

renting. They complained that the lobby, elevators, and building systemsrequiredextensiverenovationswithquestionableresults.

OceanofPDF.com

HowToGetRichI was leery of their recommendation because the cost of residential

conversionwashigh,plusthefivefloorsoccupiedbyalawfirmwouldhaveto be bought out formegabucks and thatwould screw up any constructiontimetable.My instincts toldme thebuilding couldbecome theprimeofficelocationitoncehadbeen,andthattherehadtobeawaytomakeitwork.

IaskedGeorgeRosstoseewhetherhecoulddeviseaworkablescenario,andhecameupwithaninterestingnewapproach.Hesuggestedweenvisionthe1.3-million-square-footbuildingasthreeseparatestructuresontopofeachother:

•The top 400,000-square-foot tower had small floors with spectacular

views,andhewasconvinceditwouldquicklyberentedtoboutiquetenantswhowouldpayhigherrentfortheprestigeofbeingafull-flooruseronahighfloor.

•Themiddle300,000squarefeetcouldberentedforlesspersquarefoot,

butthoserentswouldstillmorethancoverthepurchasepriceandthecostofrenovation.

•Thebottom400,000squarefeetmightbetoughertorent,butevenifthose

floorswerecompletelyempty,thebuildingwouldstillbeprofitable,assumingourprojectionsaboutrentingthetop700,000squarefeetwerecorrect.

Emboldened by George’s plan, I discarded the idea of residentialconversionandreliedonourconstructionexpertisetoturn40WallStreetintoa successful office building.We redesigned andmodernized the lobby andbuildingsystems,andwhentherentalmarketimproved,wewereready.Now,thebuildingisworthhundredsoftimeswhatIpaidforit.

Iguessmyinstinctswereright.KnowExactlyWhatYouWantandKeepIttoYourselfIf you’re careful aboutwhat you reveal, you’ll havemore flexibility as

yougathermoreinformationaboutthecontoursofthedeal.InordertocompleteTrumpTowerasIenvisionedit,itwasnecessaryfor

me to control an adjoining site on Fifty-seventh Street owned by LeonardKandell and leased to Bonwit Teller, a dying department store chain. LenKandellwasashrewdrealestatedeveloperwhoseultimatedesirewastoownland in strategic locations forever. I tried to gain a long-term lease, but

Kandellwasaskingfortoomuchinrent,andwewerestalled.Meanwhile, during negotiations to buy air rights from the adjoining

Tiffanystore,whichwouldallowmetobuildalargerTrumpTower,IlearnedthatTiffanyalsohadanoption tobuy theKandellpropertyata fairmarketprice.Thiswasnewstome,andacrucialpieceofinformation,butIdidn’tletanyoneknowhowimportantthatnewswastome.

IledTiffanytobelieveIwasinterestedonlyinairrights,withoutcallinganyspecialattentiontotheiroptiontobuytheKandellproperty.Theysoldmetheirairrightsandbasicallythrewintheoptionaspartofthedeal.

ThenItoldLenKandellthatIwasnolongerinterestedinaleaseontheland.Iwasgoingtobuyit,usingtheTiffanyoption.

Kandelldidn’twanttosell,andIreallydidn’twanttobuy.Withmynewleverage,Isuggestedreconsiderationofalong-termlease.Thistime,Kandellagreed, andwe quickly closed on amutually acceptable lease, beginning afriendshipthatcontinuestoflourishwithhisheirs.

Don’t be confined by your expectations. Sometimes,whatwe thinkwewantandwhatweactuallywantaretwodifferentthings.

On more than several occasions, I have discovered in the middle ofnegotiations that what I had wanted was the wrong thing. Sometimes, mynegotiating partners have given me ideas I hadn’t thought of. Evenadversaries have givenme new ideas. Sometimes, a big question suddenlycomesintomymindandIbegintothinkinanewdirection.

Cut yourself some slack. It’s okay to change your mind and suggest adifferent approach—as long as you haven’t made any commitments to theotherside.

Some people, while admitting I’m a good negotiator, have said I’mdevious.I’mtoobusytobedevious.Ijustassimilatenewinformationquicklyandmoveforwardinunexpectedways—unexpectedtotheotherpartyaswellastomyself.That’sonereasonIfindnegotiatingexciting.

PerhapsbecauseI’maGemini,Ibelievethereisadualitytonegotiating.You have to balance reasonwith passion. Reason keeps you open. Passionkeepsyouradrenalinegoing.

Beforeyoubeginanynegotiation,writedownyourobjectives.Thentrytoanticipatewhat the other sidemightwant. Find away of talking about thedealandsettingupparametersthatwillkeepeitherofyoufromgettinglockedintoanimpossibleposition.

Know what you want, bottom line, but keep it to yourself until astrategicallynecessarymoment.Oncealloftheissuesareonthetable,you’llhaveabetterapproachtonavigatingyourwaytoyourdesiredsolution.

MakeSureBothSidesComeOutWinningInTheArtoftheDeal,IdescribedhowIacquiredtheHiltonpropertyin

Atlantic City, now known as Trump Marina, for $320 million. It was thebiggest gamble of my career at the time, and it became front page newsbecause the property was also sought by Steve Wynn, the largest casinoownerinLasVegas,wholaunchedahostiletakeoverbidbeforeHiltonchosemeasitswhiteknight.

IlikeallofmyAtlanticCityhotels,butTrumpMarinaiswhereIprefertostaywhenI’mintown,becauseacquiringthispropertywasavictorytosavor.It reminds me of an essential negotiating skill: Let everyone come out awinner.Therewasnorancorinthistriumph.

Therewasdrama,however—especiallywhenSteveWynngotinvolved.Itbecameacompetitionofheavyhitters,andIlovedeveryminuteofit.I’llbetStevedid,too.Tothisday,wearegoodfriends.

Interestingly enough, we are now both fodder for an HBO movie indevelopmentaboutAtlanticCity.IgotacopyofthescriptandittakesplentyofshotsatmeandSteve.Itishighlyinaccurate.

Steve, inessence,providedacatalyst forboth theHiltonsandmyself togetwhatwewanted.WasStevetheloser?No.IgotthepropertyIwanted,butSteve is thriving. The battle for the property enlarged his reputation andprobablyhelpedhimmoveontoevenbiggerdeals.

If theHBOmovieevermakes it to thesmall screen,don’tbelievewhatyousee.You’llgetabetterviewofrealityfromotherTVshowsontheair.Inagoodnegotiation,allsideswin.

LetYourGuardDown,butOnlyonPurposeOfferacalculatednuggetofinformation,oraprovocativeopinion,tosee

whatthereactionis.If you say something seemingly off the cuff, you may get a revealing

response. I might make an outrageous comment in a meeting just to seewhethertheotherpeopleplayalongortakeastandanddisagree.It’sagoodwayofassessingthemettleofthefolksacrossthetable.Dotheywanttobeliked? Are they comfortable with unpredictability? Are they capable ofcandor?

Knowthatyournegotiatingpartnermightbluff,too.Butwhenitcomestoserious endeavors, you don’t want bluffers of any sort. Study the person’shistory.

I’m always surprisedwhen newcomers to the real estate industry thinkthattalkingbigandfastwillgetthemsomewherewithme.Constructionofabigbuildingispainstakingworkandthat’sthekindofpersonIwantdoingit—someonewhowill take the time to do it right. I don’twant peoplewhothinktheycangetitdoneinrecordtime.Thatcanspelldisaster.

Irememberonecontractorwhotriedeveryangletoconvincemehowfasthewas.HistimeestimatesweresofaroffthatIcouldn’ttakehimseriously,

butI lethimkeeptryingtopitchmejust tofindouthowfullofithereallywas. Hemust have thought he caughtme on a bad day or withmy guarddown,butmyguardwasn’tdown—Iwasjustincredulous.Finally,ItoldtheguythatwhathewassayingwasexactlywhatIneverwantedtohear.Hewasthefirstpersonwhosebidwasruledout.

BeingStubbornIsOftenanAssetMyfirstbigdeal, in1974, involved theoldCommodoreHotel sitenear

GrandCentralStation on Forty-second Street inNewYorkCity. The hotelwasvacant,exceptforasleazyclubcalledPlato’sRetreatandsomerundownstreet-levelstores.

The landwasownedby thePennCentralRailroad,whichwasbankruptandowedNewYorkCity$15millioninbacktaxesthatthecitydesperatelyneeded. The city was about to default on its bonds, and banks would notconsiderrealestateloansinManhattan.

Myideawas to transformtheCommodore intoastate-of-the-arthotel. Ihadasix-pointplan:

1.Buythelandfromtherailroad.2.InducetherailroadtousethepurchasepricetopaytheCityofNewYork

thebacktaxesitowed.3.ConvinceaNewYorkStateagencywiththepowerofeminentdomainto

acceptadeedtothelandtocondemnallexistingleases.4.Persuadethecitytoacceptafixedrentalandashareoftheprofitsinlieu

oftaxes.5.Findabighotel operator to joinme in theproject, since I hadnohotel

experience.6.Convinceabanktoloanme$80milliontobuildthehotel.WhenIfirsttoldmylawyer,GeorgeRoss,ofmyplans,hetoldmeIwas

crazy to attempt something so bold in such a bad economic environment. ItoldhimIwasdeterminedtogetitdone.Heagreedtohelp.

Fortwoyears,Istucktomyguns.Eventually,itpaidoff.Therailroadsoldmethelandfor$12millionandusedthemoneytopay

thecityitsbacktaxes.TheUrbanDevelopmentCorporation accepted the deed to the land and

agreed tocondemnallexisting leases,provided Iwouldpayalldamages tothedisplacedtenants.

ThecityagreedtotheleasefromUDCwithafixedrentandashareoftheprofits.

Hyattbecamemypartnerinthedealandfundedhalfofit.I got a loan from the Bowery Savings Bank to cover the cost of

acquisitionandconstruction.ThehotelbecametheGrandHyatt.The fact that I was stubborn and had achieved a result others deemed

impossiblejump-startedmycareerasadeveloper.BePatientI like to move quickly, but if a situation requires patience, I will be

patient.Thespeeddependsonthecircumstances,andIkeepmyobjectiveinmind at all times. This alone can be a patience pill. I’ve spent from fiveminutestofifteenyearswaitingforadeal.

Onegoodtacticforspeedingupadealistoshowalackofinterestinit.Thiswill often make the other side rekindle their efforts to get somethinggoing.Iwasveryinterestedinadealonce,butIhadahunchthatitwasn’tagoodideatolooktooeagertothesepeople.Iwouldputofftheircallsanddomybesttoappearaloof.ThenIsaidI’dbetravelingforacoupleofweeksandwouldgetbacktothemafterthat.WhileIwastraveling,theyusedthetimetomodifytheirpositionandpresenttomealmostpreciselywhatI’dbeenhopingtoget.Itsavedusallalotofnegotiatingtime.

Agood tactic for slowingdownadeal is todistract theother side.Oneway is to drop hints about whether a certain aspect of the deal should belookedintofurther,ortomentionotherdealsandpropertiesasexamples.Thatwill set them off in a direction that consumes their time and focus.Whilethey’reoffonatangent,you’llstillbeontarget.

Onetime,Iwasinthemiddleofanegotiationthatseemedtobespeedingoutofmycontrol.Isuddenlyaskedtheothersideiftheyknewthehistoryofaparticular development, implying that their understanding of it might becrucial.Theyfiguredthedevelopmentmusthavehadsomebearingonwhatwewere trying to accomplish together, so they backed up a bit, took sometime to investigate it, and gaveme control of the negotiationswith enoughtimetoassesseverythingatmyleisure.Igottheupperhand.

Lifeatthetopmeansthephonecallsneverstop.BeStrategicallyDramaticIn1999,Ibeganconstructiononthetallestresidentialtowerintheworld,

TrumpWorldTowerattheUnitedNationsPlaza.Thelocationwasterrific—theEastSideofManhattan,closetotheUnited

Nations, with both river views and city views. It was hot stuff, but noteveryone was happy about it, especially some diplomats at the United

Nations,whodidn’twanttheirthirty-eight-storybuildingtobeoutclassedbyourninety-storytower.AccordingtoCNN,UNsecretarygeneralKofiAnnanacknowledgedtalkingwithNewYorkCitymayorRudolphGiulianiabouttheprojectandhowtostopit.

Itwillnotfithere,theUkrainianambassador,VolodymyrYel’chenko,toldCNN,becauseitovershadowstheUnitedNationscomplex.

Whentheprotestsbecamevocal,Iusedmyownbrandofdiplomacyandrefusedtosayanythingcriticalof theUnitedNations. Ipredicted thatmanyambassadors and UN officials would end up buying apartments in thebuilding.Sureenough,theyhave.

Butassoonaswewereinbusiness,thecityhituswithanenormoustaxassessment,costing us over $100millionmore thanwe thoughtwe shouldpay.Wedecidedto taketheonlyactionpossible.Wesued thecity for$500million.

For fouryears,we fought this case.The city lawyersheld their ground,and we held ours. We could have given up. It’s not easy to take on thegovernmentandwin,especiallywhentheissueistaxes,butIknewwehadacase.

Finally, after many conversations, we reached a settlement. The cityagreed to cut our taxes seventeen percent and give us the ten-year taxabatement that we sought if we would agree to withdraw our lawsuit andsubsidizetwohundredunitsofaffordablehousingintheBronx.

The lawsuit saved us approximately $97million.We neverwould havegottenanyofitifwehadn’ttakendramaticaction.

SometimesYouStillHavetoScrewThemFormanyyearsI’vesaidthatifsomeonescrewsyou,screwthemback.I

oncemadethemistakeofsayingthatinfrontofagroupoftwentypriestswhowereinalargeraudienceoftwothousandpeople.Itooksomeheatforthat.Oneofthemsaid,Myson,wethoughtyouwereamuchnicerperson.

I responded,Father, Ihavegreat respect foryou.You’llget toheaven. Iprobablywon’t,buttobehonest,aslongaswe’reontheearth,Ireallyhavetolivebymyprinciples.

Whensomebodyhurtsyou,justgoafterthemasviciouslyandasviolentlyasyoucan.LikeitsaysintheBible,aneyeforaneye.

Beparanoid.Iknowthisobservationdoesn’tmakeanyofussoundverygood,butlet’sfacethefactthatit’spossiblethatevenyourbestfriendwantstostealyourspouseandyourmoney.AsIsayeveryweekinTheApprentice,it’sajungleoutthere.We’reworsethanlions—atleasttheydoitforfood.Wedoitforthethrillofthehunt.

Recently,I’vebecomeabitmoremellowaboutretributionandparanoia.AlthoughIstillbelievebotharenecessary,Inowrealizethatvengeancecan

wastealotoftimebetterspentonnewdevelopmentsanddeals,andevenonbuildingabetterpersonallife.Ifyoucaneasilydismissanegativefromyourlife, it’s better to do so. Seeing creeps as a form of corruption that you’rebetteroffwithoutisagreattime-savingdevice.

Still,sometimesyou’vejustgottoscrewthemback.For example, a while ago I agreed to invest a small amount in a new

restaurantventure.IdidthiswiththefullexpectationthatIwasthrowingthismoneydownthedrain,becausemostoftheseclubsarenotsuccessful.IlikedthetwoyoungguyswhoapproachedmetoinvestandfiguredI’dgivethemabreak—plusagoodfriendofminehadaskedmetohelpthem.

When therestaurantopened, itwasasmashhit.Crowdsofpeople lineduptogetin.Moneywaspouringin.Itwasincredible.

Aboutayearlater,IrealizedthatIhadn’treceivedasingledollarfromtheowners—no repayment of my initial investment and certainly no profit. Icalledtwooftheguyswhogotmeintothedealandsaid,Fellas,comeon,IknowsuccesswhenIseeit.Yououghttopaybackyourinvestors.

Oneof them said,Oh,we’reworking so hard, and themoney just isn’tcominginfastenough.

My response: Bullshit! I don’t believe it. From my perspective, theyseemedtobelivinglikekings.

Eventually, I received my first equity distribution from them, for afraction of my investment. I was furious and sent an angry letter to themanagingpartner,inwhichIaskedforapublicinvestigationoftheirrecords.

I’m an instinctive businessman and I hate being screwed. I can’t provetheydidanythingwrongwithout spendingmoremoney to investigate themthanmyinvestment isworth,butmyhunch is that investors likemeshouldhavebeenrepaidsixtimestheirinitialinvestmentbynow.

NowwheneverIseetheguysItriedtohelp,theywavetomeandIjustturnmyback.Thesad thing for them is thathad I felt that they treatedme(and their other investors) fairly, I probably would have backed them formillionsontheirnextdeal.

Maybe I’ll sue them anyway, just to prove my point. Business can betough,butyou’vegottostaytruetoyourprinciples.

SometimesYouHavetoHoldaGrudgeForyears,IsupportedthegovernorofNewYorkMarioCuomo.Iwasone

ofhislargestcampaigncontributors.Ineveraskedforathingwhilehewasinoffice. Formy generous support, he regularly thankedme and othermajorcontributorswithataxonrealestatesoonerousthatitdrovemanyinvestorsawayfromthecity.ItbecameknownastheCuomoTax.

After he was defeated for reelection by a better man (and governor),George Pataki, I called Mario to ask for a perfectly legal and appropriate

favorinvolvingattentiontoadetailattheDepartmentofHousingandUrbanDevelopment,whichatthetimewasbeingrunbyhissonAndrew.

Mario toldme that thiswouldbehard for him todo, becausehe rarelycallstheSecretaryonbusinessmatters.

Isaidtohim,Mario,heisnottheSecretary.He’syourson.Mariosaid,Well,IthinkofhimastheSecretary,andIrefertohimasthat

—he’sgotaveryseriousjobtodo.IunderstoodMario’sconcernaboutimpropriety,butIwasn’taskinghim

to do anything even slightly questionable—this was a simple, aboveboardrequest,thekindoffavorthattakesplacebetweenfriendsintheprivateandpublicsectorsall thetime.Finally,IaskedMariopoint-blank,Well,areyougoingtohelpme?

Inaveryniceway,heessentiallytoldmeno.Ididtheonlythingthatfeltrighttome.Ibeganscreaming.Yousonofa

bitch! For years I’ve helped you and never asked for a thing, and when Ifinallyneedsomething,andatotallyproperthingatthat,youaren’tthereforme.You’renogood.You’reoneofthemostdisloyalpeopleI’veknownandasfarasI’mconcerned,youcangotohell.

My screaming was so loud that two or three people came in fromadjoiningofficesandaskedwhoIwasscreamingat.ItoldthemitwasMarioCuomo, a total stiff, a lousy governor, and a disloyal former friend. NowwheneverIseeMarioatadinner,Irefusetoacknowledgehim,talktohim,orevenlookathim.

Iwillsaythis,however.Mario’swife,Matilda,isafinewomanandwasaterrificfriendtomymother.It’snotherfaultthatherhusbandisaloser.

Another failed politician who disappointed me is a man named PeteDawkins,sometimesreferredtoasGeneralPeteDawkins.Heledacharmedlife—West Point cadet, Heisman trophy winner, Rhodes scholar, but as Ifoundout,Petewasalsoastiff.WhenhewasrunningfortheU.S.SenateinNew Jersey against Frank Lautenberg, a magazine calledManhattan, Inc.published a damning profile of him, andDawkins folded up like a brokenumbrella.

Oneday,DawkinscametomyofficeandaskedmetohelphimbuildtheVietnam Veterans Memorial in lower Manhattan. He asked for a milliondollars(ormore)becausehesaidhewashavingbadluckraisingmoney.

Idecided tohelpbecausenosoldiershaveeverbeen treatedworse thanthecourageouspeoplewhocamebackfromVietnam,woundedandmaimed,attacked physically abroad and psychologically at home. I provided over amilliondollars inmatchinggrants, and, almost as important, I helped get itbuilt byusing thebest contractors in the city, alongwithunionswhomadesureitwasconstructedswiftly,properly,andcost-effectively.Attheopening,PeteDawkinstookthecredit.

Manyyearslater,hewasworkingasahigh-rankingexecutiveatCitibankandIphonedhimtoaskasmallfavor,tofindsomethingoutforme.Hedidn’trespondforawhile,soIcalledhimtwomoretimes.Finally,hesaid,Ireallycan’t do it for you,Donald, and I really don’twant to get involved. I toldDawkins that theManhattan, Inc.articleabouthimhadbeen true. IconsiderhimtobeoneofthemostoverratedpeopleIhaveeverdealtwith.

Sometimesyouhavetoholdagrudge.ThehugelysuccessfulMissUniversePageant.Fromlefttoright:Charles

Gargano, Stephanie Seymour, Evander Holyfield, Miss Universe WendyFitzwilliams,me,andNFLgreatBruceSmith.Alsopictured:KylieBax(thirdfromright)andSirioMaccioni(farright).

LearntheValueofSayingNoIpurchasedtheMissUniverseOrganizationin1996andimmediatelysold

halfofthecompanytoCBS;sonotonlyweretheyourbroadcaster,theywerea co-owner as well. This kind of arrangement, where the network actuallyownstheendproduct,wasafairlynewconceptandshouldhavebeenawin-winsituation,sinceCBSwouldactuallybeabletoeliminatethemiddlemanandpayalowerlicensefeewhile,intheory,thenetwork,asanowner,wouldlooktomaximizeallpromotionalopportunities.

Thepartnershipwasagreatconcept,butafterfiveyears,ithadnotgoneasplanned.CBSwasnotwillingtopromotetheshowstomysatisfaction.Asmoreandmorecablecompetitionateintothenetwork’smarketshare,on-airpromotion became all themore important to sustain viewership, but it justwasn’t happening. Tomakemattersworse, CBS tried to change the showsdrastically by making them MTV-style music specials and dramaticallycutting the timeallotted toshowthewomencompeting. Iamnotanetworkprogrammer,butitseemedtomethatpeoplemightbetuningintoabeautycompetitiontoseebeautifulwomen.

I am not saying a televisionmusical performance is a bad thing; therehavebeensomegreatonesover theyears.Aperfectexamplewas the1999MissTeenUSApageant:Ayearearlier,theteenshowhadintroducedalittle-knownboybandcalled’NSync.By1999theywerethebiggestbandaround.As a sign of appreciation, they agreed to appear on the Miss Teen USApageant again. In themiddleof their summer tour, ’NSync rented a jet andflewinforeighthoursthedayoftheshow,performingtwosongs.Theywereterrific.Unfortunately,nooneknewaboutitbecauseCBShadchosennottorunasinglepromotionfortheshow.

SoinFebruary2002wewereallreevaluatinghowwewantedtoapproachthenetworklicenserenewal.Citingthecurrentratings,whichwerecausedbythe lack of promotion and the fact that CBSwould always air the pageantagainstthetoughestcompetition,LesMoonves,theheadofthenetwork,said

he was not willing to begin negotiations until the end of the season.Obviously,withtheseasonendinginAugust,thenetworkscheduleswouldbeset and there would be absolutely no room for negotiation with any othernetwork.

IsentalettertoLestellinghimIwantedanoptiontobuyCBSoutofthepartnership, exercisable up until a week after the broadcast of the MissUniversepageantinMay.IfeigneddisinterestincontinuingwiththepageantsandtoldhimifIdidnotexercisetheoption,wewouldcommencewithsellingordismantlingthecompany.Afewdayslater,Ibelievedwehadadeal.

I immediately signedwith JimGriffinof theWilliamMorrisAgency tobegin shopping the pageants to other broadcasters. I also called my goodfriendBobWright,chairmanandCEOofNBC,totellhimthepageantsmightbecomeavailable.IknewthatNBChadrecentlyacquiredTelemundo,andthepageants are huge in Latin markets. It looked like a great opportunity forcross-promotion.

Inthemeantime,CBShadgivenupandallowedusfreereintogetbacktothebasicsontheproductionandputmoreemphasisonwhathadworkedinthepast:beautifulwomen.Wealsoconvinced themtoschedule thepageantfor anight outsideof the all-important ratings sweeps,whichwould ensuremoreon-airpromotions.

Asa result,our2002MissUniversepageanthit ratingsgold.Overall, itwas number seven for the week and number one in demographics. ThepageanteventrouncedtheNBAplayoffsonNBC.TheMissUniversepageantquicklybecameaveryhotproperty.

I immediately senta letter toLesMoonves tellinghim IwasexercisingmyoptiontobuyoutCBS.Tomyshock,Les tooktheposition thatwehadnever agreed on an option. NBC was waiting in the wings, and after aweeklongbiddingwarIboughtoutCBSandcreatedanewpartnershipwithNBC.

Atthefirstmeetingofthenewboard,IaskedtheMissUniversestafftodustoffsomeofthecross-promotionalideastheyhadpitchedtoCBSovertheyears.Withinminutes,JeffGaspinofNBCapprovedtheproductionofaMissUSAFear Factor to lead into theMiss USA telecast. In addition, theTodayshow agreed to do five-minute live shots from each pageant location. Theresultswere amazing.Foryears thepageantshad tried toget a plugon thethird-ratedCBSMorningShowandcouldn’tgetasmuchasareturnedphonecall. Now they were getting major promotion on the nation’s number onemorningprogramandanInternettie-inthroughNBC.com.

TheMissUSAFearFactorwasthehighestratedintheseriesandthe2003MissUSA andMissUniverse pageants received the highest ratings since Ihad bought the company. Additionally, the Telemundo simulcast of thepageantwasoneofthehighest-ratedprogramsinthenetwork’shistory.

Thecross-promotionalconceptIvisualizedin1996wasfinallyrealizedin2003,anditneverwouldhavehappenedifIhadn’tbeenwillingtowalkawayfromCBS,sayno,andpursueabetteropportunityelsewhere.

Theartofthehair.TheArtoftheHairOver the years, I have been criticized for theway I combmy hair, but

never so much as since the opening show ofThe Apprentice .New Yorkmagazine wrote that I’d perfected the pompad-over.The New York Timescalleditanelaboratestructurebestlefttoanarchitecturecritic.

DavidLetterman and JayLeno regularly do quips about it.MattLauer,whowithKatieCouric has taken theToday show to newheights, toldme Ishouldjustgiveuptheghostandshaveitofforgivemyselfsomekindofbuzzcutliketheonehehas.Likewise,PatO’Brien,thestarofAccessHollywood,toldme he had heard aboutMatt Lauer’s comment and totally agreeswithhim.

Personally, I think it looks good, but I’ve never said my hair was mystrongestpoint.ItoldPatandMattthatI’mjustnotreadytochangemystyle.I’vebeencombingitthiswayforalongtimeandImightaswellkeepdoingit.TheratingsofTheApprenticearesky-high,andmaybetheywoulddropifIchangedthelookatthispoint.

I’m amazed by how often people ask me whether or not I wear ahairpiece,awig,orarug,asitisaffectionatelyknown.

Theanswer,fortherecord,isemphaticallyandcategoricallyno:Idonotwear a rug. My hair is one hundred percent mine. No animals have beenharmedinthecreationofmyhairstyle.

However, I must admit that the day may come when I will wear ahairpiece,wig,orrug—butonlyifIgobald,whichIhopeneverhappens.ThereasonforthisisbecauseI,likemostmen,amveryvain.Manytimesovertheyears,I’veheardpeoplesaythatmenarevainerthanwomen,andIbelieveit.Guysdon’tliketotalkaboutit,butRandomHouseispayingmeafortuneforthisbookandspecificallyrequestedachapterontheartofthehair,soIwilladmittomyvanity.

Iwillalsorevealsomeofmyhair-relatedsecrets.Thereasonmyhair lookssoneatall the timeisbecauseIdon’thave to

dealwiththeelementsveryoften.IliveinthebuildingwhereIwork.Itakeanelevatorfrommybedroomtomyoffice.Therestofthetime,I’meitherinmy stretch limousine, my private jet, my helicopter, or my private club inPalm Beach, Florida. If Matt Lauer had my lifestyle, he might not havechangedhishairstyle—althoughhishairlooksgreatnow.

IfIhappentobeoutside,I’mprobablyononeofmygolfcourses,whereIprotectmyhairfromoverexposurebywearingagolfhat. It’salsoaway to

avoidthepaparazzi.PlusthehatalwayshasabigTRUMPlogoonit—it’sanautomaticpromotion.

I will also admit that I colormy hair. Somehow, the color never looksgreat,butwhatthehell,Ijustdon’tlikegrayhair.

I wonder how much longer my hair will be a national topic ofconversation.Letterman andLeno have been funny, but one person I don’tlikeisJoyBehar,awomanwhoworksforBarbaraWaltersonTheView.Forweeks,shewasattackingme,insistingthatIwearawig,soBarbaraandherstaffcalledmeandaskedifIwouldsurprisethemandappearontheshow.Idid, andwhen I ranmy hand throughmy hair and proved that itwas real,everybodylaughedandthatwastheendofthat.

AfterThe Apprentice premiered, Joy Behar was onThe Tonight ShowalongwiththerestofthecastofTheView.Outoftheblue,JayLenostartedtalkingaboutthegreatsuccessofTheApprentice.StarJonesravedaboutit,asdid theothers—exceptforJoyBehar,awomanwithnotalentanda terribleaccent, who again attacked my hair. I’ve always said that show would dobetterwithout her. I did her a favor by going on the show, and it was notappreciated.Beingnicetosomepeopleneverpaysoff.

Isupposeit’spossiblethatIcouldrethinkmylookforthesecondseasonofTheApprentice.Butprobablynot—itseemstobeworking!

GossipWhether you’re building a luxury apartment or producing a beauty

pageant,you’vegottogivethepeoplewhattheywant.In a book like this one, thatmeans somegood advice, somewisdom, a

littlebitofgossip,andaglimmeroffame.I’vedonemybest togiveyou somewisdomand advice.Now,here’s a

PalmBeachmoralitytaleaboutgossipandfame:Ihadafriendwhowasrichandsuccessfulandverymarried.Formonths,

Ikepthearingarumorthathewashavinganaffairwithanequallysuccessfulbusinesswomanwhowasalsoverymarried.Itwashardtobelieve.Shewasdrop-dead gorgeous and could probably have had any guy shewanted.Myfriendwasnotalikelychoice.

Therumorspersisted,andthenonedaymyfriendinvitedmeouttodinnerwiththegorgeouswomanandherhusband.Itoldhimtheinvitationseemedstrangetome.Foralongtime,I’vebeenhearingyou’rehavinganaffairwithher.Wouldn’tyoufinditalittleuncomfortablehavingdinnerwithherinfrontofherhusband?

Surprisingly,myfriendconfirmed thathewashaving theaffair, that thewoman’s husbanddidn’t know, and that he (my friend)was totally in love,something which he felt his wife, who was as tough as nails, would notexactlyappreciateorunderstand.

Without revealing any of my friend’s secrets, I told my girlfriend,Melania,toprepareforawildevening.

Wehaddinneratarestaurant.Normally,Iwouldhavebeenwatchingthescenewith great amusement, but the businesswoman’s husband was also afriend ofmine, and so I was in a precarious position. Therewe all sat, asthoughnothingwashappening,butwecouldallfeeltensionintheair.Asweleft,Iwatchedmyfriendgrabthebusinesswomanaroundthewaistinamorethanfamiliarfashion.Herhusbandwasoutofsightwhenthishappened,butitwas clear to me that, despite my disbelief and amazement, there wassomethinggoingonbetweenthetwo.

Overthenextfewweeks,myfriendcalledmeincessantly,proclaiminghisloveforthewoman.Hesaidhewoulddoanythingtobewithher,andthatshewasalsoinlovewithhim.HiscallsbecamesofrequentthatMelaniaasked,Whydoeshekeepcallingyou?What’sgoingon?WhenItoldMelaniaabouttheaffair,shealsofoundithardtobelieve.AsIsaid,thisbusinesswomanisan amazing beauty andmy friend is not exactly Brad Pitt—although he isveryrichandsomewomenfindhimhandsome.

Finally,afteranumberofphonecalls, I said,Look,areyoubullshittingmeoristhisforreal?

Hesaid,Itis!Itis!IwanttocomeoverandseeyouandI’llproveit.Hedidn’t have to prove anything to me. What difference did it make? But Iinvitedhimoveranyway.

Whenhe arrived, he toldmehow they’dmet, how the relationshipwasgoing, all the sordid details. I still wasn’t sure I believed him, but then heplayedanansweringmachinetapeofacallshehadmadetohim.Shesaidthekindof intimate thingsonlya loverwouldsay. Itwas trulydownanddirty,andIdefinitelyrecognizedhervoice.Therewasnolongeranydoubt inmymindaboutwhatwastakingplace.

Forawhile,myfriendcontinuedtocallmetosayhowmuchhelovedthiswoman. If Iwas inPalmBeachwhenhecalledme, Iwould justwatch thetelevision and politely listen to what he was saying. I felt more like hispsychiatristthananythingelse.

Then the shit hit the fan!Thewoman’s husbandhad foundout, phonedmyfriend,andthreatenedtokillhim.Butwhatreallybotheredmyfriendwasthenextcallhereceived—fromthewoman,sayingshewouldneverseehimortalktohimagain,andthat ifshedid,herhusbandwouldtellmyfriend’swife everything about the affair. My friend was devastated. Afterward, herepeatedlytriedtoreachhisex-lover,butsherefusedtorespond.

As usually happens, my friend’s wife found out. Probably, thebusinesswoman’shusbandhadcalledher,butwhoknows?

About six months later, I saw the businesswoman at a gallery and sheconfronted me. Donald, she said, I hear you’ve been spreading rumors all

overtownaboutme.It’sterriblewhatyou’vedone,andtherumorsaboutmeand[X]aren’ttrue.Canyouimaginemegoingoutwithhim?Afterlisteningtoheraccusationsanddenialsforfifteenminutes,IrealizedsheisoneofthegreatestsalespeopleIhaveeverknown,becauseifIhadnotheardhervoiceon thatansweringmachine tape, Iwouldhavecompletelybelievedher.Shetoldmeshecouldn’tbelievepeoplewouldeventhinkshewouldgooutwithmyfriend.WhywouldIwantto?Whatdidhehave?Givemeabreak!

Ifiguredthatwastheendofit,butthenIrealizedthatmyfriendhadnotcalledmeinsometime.Iwaswonderinghowhewasdoing,soIphonedhimtosayhello.Hewasn’tinanddidn’treturnmycall.Iphonedagain,andagainhedidn’tcallback.Iwasworried,soIcalledathirdtimeandafourthtime.Noresponse.

Later, I foundout thathiswifehadblamedmefor theentireaffair.ShethoughtIhadintroducedhimtothiswoman.Apparently,shetoldhimthatifheeverspoketomeagain,shewoulddivorcehim.

Itturnsouthehadusedmeasascapegoat.Thefunnythingis,Iwouldn’thavemindedandwouldhavehelpedhimoutandplayedalongifhe’dhadthedecency,asagoodfriend,tocallmeandsay,Look,Ihaveaproblem.CanIblame itonyou?Even if itmeanthewouldn’thavebeenable toseemeorspeak tome again, Iwould have accepted it and been glad to have helpedkeep his marriage together. But he never made that call to me. He dideverythingwithoutanexplanation.

NowwhenIseehimata restaurantoranevent,nothing issaid.Butheknows,andIknow.

I heard he was still suffering through his marriage. As a means ofreconciliation,heboughthiswifesometremendousjewelry.Apparently,shemadehimreturnitbecauseitwasn’tbigenoughorexpensiveenough.Hehadtogobackandbuyhersomethingevenbiggerandbetter.

PageSix,MyWayTheNewYorkPostisapopulardailynewspaperinthiscity.Ireaditevery

day,asdolotsofotherpeople.Itcontainsatwo-pagespreadcalledPageSix,whichisnotlocatedonpagesixbutisamust-read.Overtheyearsit’sbeeneditedbyahighlytalentedguynamedRichardJohnson.He’sgotinsightintoeverything, and he knows more about what’s going on in New York thananyoneIknow.Forbetterorforworse,ImakePageSixalot.Ihopethedaynever comes when they don’t find me interesting enough to mention.Meanwhile,here’smyversionofPageSixformyreaders,soyou’llbeuponthelatest.

WithRichardJohnsonofPageSixfame.I’msurealotofyouhaveheardofIvana,myfirstwife,whochristenedme

The Donald and launched a thousand missiles—I mean smiles—in my

direction.Well,I’mhappytoreportthatshe’sdoingwellandatthismomentisinthesouthofFrance,having,Ihope,agreattime.Weareongoodtermsand speak often.We are still neighbors in New York City, and with threeincrediblechildrentoshare,weconsiderourselvestobeveryfortunatepeopleandgoodfriends.

Marla,mysecondwife,islivinginLosAngelesandisasbeautifulasever.Our daughter, Tiffany, is now ten years old, and continues to charmeverything and everyone in sight. I don’t see her as much as I’d like, buteveryminuteisworthabundlewhenIdo.

WiththeexquisiteMelaniaKnauss.I’vespent the last fiveyearswith theexquisiteMelaniaKnauss,amodel

fromSlovenia.Anyonewhohasevermetherwillneverforgetit.She’sjustasbeautifulontheinsideassheisontheoutside.Despitehergreatbeauty,sheisaverycalmandsoothingpersonwhohasbroughtasenseofstability tomyveryturbulentlife.Iamluckytobewithher!

Myeldestson,DonJr.,joinedTheTrumpOrganizationinSeptember2001andhasalreadyprovenhimselftobeavaluablememberofourteam.He,likeme, graduated from theWharton School at theUniversity of Pennsylvania,andhassincedecidedto join thefamilybusinessandseewhathecan learnfromhisfather.He’sagoodguyandwillbeasuccessfulone,too.

Ivanka,myeldestdaughter,iscurrentlyattendingtheWhartonSchool.Shehasalreadyhada successfulmodelingcareerand isaheartbreaker ineveryway.Shewilldowellnomatterwhatshedoes.

WithmydaughterIvankaandmysonEricatGeorgetownUniversity.Eric,my youngest son, is atGeorgetownUniversity and doingwell.We

havegreatexpectationsforhim,andsincehe’salreadysixfeetsixinchestall,that shouldn’t prove to be a problem. He, like Don Jr., is an avidoutdoorsman.

WithDonJr.andEricattheMar-a-LagoClubinPalmBeach,Florida.I remain very close to my brotherRobert and to my sisters,Maryanne

andElizabeth.Allarethriving,successful,andproductive.Myparents,Fred andMary, passed away in 1999 and2000, respectively.

Thevoidtheyleftwillneverbefilled.Butwhateachgavetome,bywayofexample,willremainwithmeeverydayofmylife.

Ilovemyfamily.Theyareverymuchmymotivation.Theyalwayshavebeen,andtheyalwayswillbe.AmIarichman?Yes,veryrich.

Ialsofeelblessedtohavesometerrificfriendsandbusinessassociates.Barbara Corcoranis a wonderful woman who did a tremendous job in

creatingtheCorcoranGroup.Shethensolditforasubstantialprofitandhasdonewelleversince.Iwillneverbesurprisedbyhowwellshedoes.Afriendofmine recently sentme an article about Barbara in which shewas askedaboutmy influence on the residentialmarket. She said,Donald Trump has

hadsingularlythegreatestpossibleinfluenceonManhattanluxuryrealestate,simplybecauseitwashismarketingchutzpahthatchangedtheperceptionofliving in Manhattan. It’s always nice to be complimented by pros, andBarbaraisatotalpro.

Another good friend isMohamed Al Fayed, chairman of Harrods inKnightsbridge,London.Mohamedhasgonethroughquitearoughtimeoverthelastseveralyears—itwashissonDodiewhowasdatingPrincessDiana.Tomanyofus,itlookedliketheywouldbegettingmarriedatsomepointinthe not-too-distant future, until their lives ended in that tragic car crash inParis.Mohamedisanextremelyloyalfatherwhohasfoughtsohardforhissonandthememoryofhim.Iwishpeopleunderstoodhimbetter.Heisatrulygoodman.

JackWelchisaparticularfavoriteofmine.Nowhe’swritingabook,andI’mgoingtobethefirstonlinetobuyit.Fewpeople,ifany,haveeverdoneabetterjobofrunningacorporation.

IalwaysenjoybeingwithGeorgeSteinbrenner.Quitehonestly,there’snoone like him, and he hasn’t been appreciated to the extent he should be. IremembertheYankeeswhentheycouldn’twinagame,whennobodywenttoYankee Stadium, and the team was a total disaster. George puts achampionship team on the field every year and does what it takes to win,whetherpeoplelikehimforitornot.

WhenweweretapingTheApprentice,ItoldNBCthatIwouldlovetogetGeorge togive thecandidatesa lectureonwinning.They lookedatmeandthoughtIwascrazy,becausethescenehadtobeshotthatdayandtheWorldSerieswasbeginningthefollowingday.KnowingwhatagoodfriendGeorgewas,Iwassurehewoulddoit,andwhenIcalledhimatYankeeStadiumheimmediately picked up the phone and agreed.Wewere atYankee Stadiumthirtyminuteslater,andeventhetoppeopleatNBCwereimpressed.Thekidswalked into this legendary office with its pictures of Babe Ruth, JoeDiMaggio,MickeyMantle,andmanyotherYankeegreatsonthewalls,andtheir eyes were wide open, as though they’d never seen anything like itbefore.Georgewasincrediblynice.Hesatwiththekidsforalongtime,untilI finally had to be the one to say,George, you’re busy as hell—letme getthem out of here. He’s really a great guy. People will appreciate GeorgeSteinbrenneronlywhentheynolongerhavehim,andwhentheYankeesarewallowinginlastplace.

Anothersportsownerwho isoneof thegreatwinners isBobKraft,whohelped lead theNewEnglandPatriots to a secondSuperBowlvictory. I’vegottentoknowBoboverthelasttwoyears,andthereisnofinergentleman.He and his wife, Myra, are totally unassuming. With his sons, Bob hasmethodicallyandbrilliantlybuiltastrongfranchiseinNewEnglandthatwasa total disaster before Kraft’s ascent.Tom Brady is the best quarterback in

football. There are other quarterbacks with impressive stats, but when youneed someone to throw four or five completions in the final minutes of agame, there is nobody better than Tom. With all of their upcoming draftchoicesandthegreatplayerstheyalreadyhave,thisteamisonlygoingtogetbetteroverthenextfewyears.

OceanofPDF.com

HowToGetRichTwo other terrific team owners areJerry Jones, owner of the Dallas

Cowboys,andBobTisch,ownerof theNewYorkGiants.Tischhasdonesowell ineverycapacity,whether it’sbusinessorsports.He’s inhisseventies,buthe’sgottheattitudeofsomeoneinhistwenties,thirties,orforties.

LarrySilverstein,thedeveloperof thenewWorldTradeCentercomplex,isagoodfriendofmine,butIreallyhatewhat’sbeingdesignedforthesite.Itresembles a skeleton, and I can’t believeLarry reallywanted to evoke thatimage. Inactuality,Larry isbeingforced todocertain things thathewouldnot do under normal circumstances, but he has to go with the flow.Nevertheless,I’msurehe’lldoaterrificjob.

Finally,sincePageSixoftentakesafewdigsatpeople,herearemine:DanRatherisnotoneofmyfavoritepeople.Afewyearsago,hewanted

to profile me for60 Minutes. As we toured Mar-a-Lago and TrumpInternational Golf Club in Florida, he couldn’t have been nicer or morerespectful.Iwassuretheinterviewwouldbeatotalhomerun.

When the interview aired, it couldn’t have been nastier.He showedmegivinga speech toanempty roomat apoorlyplannedevent,when thedaybefore I’d given the same speech to a standing-room-only crowd. But60Minutes didn’t air that speech. They just wanted me to look as bad aspossible.

DanRatherisanenigmatome.He’sgotabsolutelynotalentorcharismaorpersonality, yet year after year,CBSapologizes for his terrible ratings. IcouldtaketheaverageguyonthestreetandhavehimreadthenewsonCBSand that guywould drawbigger ratings thanDanRather does.When I seeRatheratYankeegames,Istayawayfromhim.However,Iwillsayonenicething about him: Recently, he was the emcee at a Police Athletic LeaguedinnerforDistrictAttorneyRobertMorgenthau,oneofthegreatmeninthehistory of New York City. Dan called me and told me he felt veryuncomfortablebeing theemceeofadinner forwhich Iwas thechairman. ItoldhimIappreciatedthecallandthatitwouldbefinewithmeifhewastheemcee. He did a nice job, but I’ll never forget what he did to me on60Minutes.Peopledon’tchangetheirstripes.

I’ll conclude this with a story aboutHoward Cosell, a spectacularsportscasterwho I got to know during the last ten years of his life. Peopleeither loved Howard or hated him—there was no in between—but he wasreally the best at what he did. As Howard grew older, though, he becamenastier, even toward thepeoplewho lovedhimandhadhelpedmakehima

success.Healwaysfeltthatbeingasportscasterwasbeneathhim.HelongedtorunfortheU.S.Senate.

Howard could sit on adaiswith sports figureshehadn’t seen for thirtyyears and quote their exact statistics. His memory was amazing. Then hewrote his final book and knocked almost everyone he knew, from RooneArledge to Frank Gifford, one of the finest people around. It did a lot ofdamage to him, because all of his friends turned against him. I remembersayingtohim,Howard,youcanknocktwentypercentofthepeople,maybetwenty-five percent or thirty percent of the people, but you can’t knockeverybody.Youdidn’t sayanythingniceabout anybody in thebook. Itwasthe wrong thing to do. I believe in knocking people, but you can’t knockeverybody.

That’saruleItrytofollow,inthisbookandinmylife.AWeekintheLifeInTheArtoftheDealandinmyothertwomemoirs,Iincludedachapter

aboutatypicalweekinmylife.WhenImetMarkBurnett,thecreatorofTheApprentice,he toldme itwashis favorite chapter in thebook, and a lot ofother readers have told me the same thing. So, back by popular demand,here’s an exampleofwhat an average eventfulweekwas like in the fall of2003.

This chapterdoesn’thave any specific adviceonhow toget rich, but itwillshowyouhowIhavefun,andIdoubtI’dbeassuccessfulasIamif Iweren’thavingsuchagoodtime.

MONDAY9:00A.M. I have ameetingwith architect CostasKondylis, an elegant

way tostart theweek.CostasandIhaveworkedonseveralverysuccessfulprojects together, including the TrumpWorld Tower at the United NationsPlaza, Trump Park Avenue (at Fifty-ninth Street and Park Avenue, justcompleted), and, together with Philip Johnson and Skidmore Owings andMerrill, Trump Place, my sixteen-building development along the HudsonRiver.SomeofyoumightrememberthatsiteastheWestSideyards,whichIhave been involved with since 1974, when I first secured the option topurchasethemfromthePennCentralRailroad.ThatwasmyfirstmajordealinManhattan.Closetothirtyyearslater,herewearediscussingthefifthandsixthbuildingsunderconstruction.(Nevergiveup.)

Myeldest son,Don Jr., is alsoat themeeting.Weareon schedulewithconstruction, and the first three condominium buildings have proven to beverysuccessful.However,neitherCostasnormyselfislikelytoeverrestonhis laurels, and we are troubleshooting, going over every detail. If Costashadn’tbeenanarchitect,he’dhavemadeaverygoodsurgeon—he’sjustthatmeticulous. We get along famously, and I’d put him up there with Philip

Johnsonasoneofourmostoutstandingarchitects.We are also discussing the reaction to the city park I developed and

donated to the city, which is on the West Side yards property. I hate todisappointpeople,butmydetractorswerenotpleasedaboutthistwenty-five-acregift.WhatcanIsay?Exceptthatyoucan’tbeallthingstoallpeople,nomatterhowhardyoutry.

Ilookoversomekitchenandbathroomfixtures,andwedecidetogowiththe top of the line. My name and work have become synonymous withquality, and there’s a reason for it. We don’t skimp on anything, ever oranywhere. Don Jr. mentions looking forward to the topping-out party forBuilding #4. That’s a big day for builders, and it’s a celebration when theframeofthebuilding,thesuperstructure,iscompleted,andeveryoneinvolvedmeetsatthetopforaparty.

9:30A.M.NormacomesintotellmethatOscardelaRentaisontheline,andCostasandIdecide tomeetagain inacoupleofweeks.OurnewMissUniverse,AmeliaVega,isfromSantoDomingo,whichisalsothebirthplaceofOscardelaRenta.Hewantstomeether,andIdon’tblamehim.She’sabeauty, all six feet of her. We’re proud not only of her, but of the MissUniverse contest,which has become extremely successful since I bought itsevenyearsago.Webeatoutthecompetitionintelevisionratingsandwearehighlyregardedinternationallyaswell.Ecuadorhaspaidmillionsofdollarstohostthe2004contest,andwe’relookingforwardtoagreattimethere.

BacktoOscar—he’saclassactalltheway.Hisimpeccableworkspeaksforitself.

9:45A.M.Imakeacalltosomewiseguycontractorswho’vebeentryingtocheatme.Thiscanbeacrummybusinessbecauseofthescumoftheearthitattracts,butyouhavetodowhatyouhavetodo.ScreamingatthemiswhatIhavetodo.

10:00A.M. I have three calls waiting: Mark Brown, the CEO andpresident of my three casinos in Atlantic City; Woody Allen’s office; andMayor Bloomberg. I take themayor’s call first, much as I respectWoodyAllenandMark.Ithinkthemayorisdoingagreatjob,consideringhe’sgotone of the toughest jobs on the planet.Running a corporation is one thing;runningacityisanother,especiallythisone.

Ourwonderfulmayor,MikeBloomberg.WithanothergreatmayorofNewYorkCity,RudyGiuliani,in2000.WoodyAllenmay go down to Florida and stay at theMar-a-Lago,my

clubinPalmBeach.I’vebeeninoneWoodyAllenfilm,andInevermissanyofhismovies.

10:30A.M. IhavemyfirstDietCokeof theday.IknowIshoulddrinkmineral water, and I do sometimes, but I really like Diet Coke. IrinaDvorovenkocalls in;she’saballerinaat theAmericanBalletTheatre.She’s

notonlyasensationaldancer,butalsoanincrediblybeautifulwoman.I’mnotexactlyaballetfan,butbecauseofIrina,thatmightbeapossibility.

ThetelevisioncrewfromNealCavuto’steamisreadyforaninterview.Iaskwhatit’sabout,andthenwe’rereadytogo.Afterdecadesofinterviews,theyareeasyformetodo,especiallywithsomeonelikeNeal,whoisnotonlypersonablebutalsoveryknowledgeable.Heandhisteamareprosalltheway.AndhegetsthebestbusinessratingsoncableTV.

11:00A.M.Ireceivedseventeencallsduringtheinterview,andIbegintoreturnthem,inbetweentheincomingcalls.Aftersomanyyearsinbusiness,knowinghowtoprioritizeissecondnature. It’salsoakeyfactor inkeepingupyourmomentum,evenduringa typicalworkday,which is crucial if youintend to become or remain successful. Everyone’s heard of theNewYorkminute,butbynowthat’soutdated—it’sbecometheNewYorksecond.That’snoexaggeration.Secondscountwhenyouhavehundredsofphonecallsadayto handle. One bogged-down conversation, and your momentum could beinterruptedforanhour.SowhenIsaymomentumiscrucial,Imeanit.You’llknowwhenyou’vegotit,andyou’llknowwhenit’sbeingdisrupted.

IreturnJoeCinque’scall;he’sanexecutivewiththeAmericanAcademyof Hospitality Sciences, which presents the coveted Five Star Diamondaward.Mypropertieshavereceivedseveralofthem.Joeisahigh-spiritedandgenerousman, but he’s difficult to please and discerningwhen it comes togivingoutawards.He’sjustreturnedfromSardiniaandmentionsthathestillthinks theMar-a-LagoClub inPalmBeach is themostbeautiful resorthe’sever seen,worldwide.Coming fromhim, that’s saying something. I alwayslikedJoe,andnowIlikehimevenmore.

IreturnRegisPhilbin’scall.Heandhiswife,Joy,areamongmyclosestfriends,andhe’sevenmorefunoff-screenthanon-screen,ifyoucanimaginethat.Ialwayslookforwardtospendingtimewiththem—theyarebothsolid-goldpeople.We’reonfordinneratJean-GeorgesRestaurant,whichisintheTrumpInternationalHotel&Towerandisconsideredtobeoneofthefinestrestaurants in the world. With Jean-Georges Vongerichten in charge, howcoulditnotbe?

ItakeacallfromMarkBurnett, thebrilliantcreatorandproducerof therealityshowcalledSurvivor.ItwashisideatodoTheApprentice,andwearebusyworkingonthedetails.

11:30A.M.ItakeacallfromSony;they’daskedmetobeasponsorforthe 150th celebration of Central Park in July, featuring rising opera starsSalvatoreLicitraandMarcelloAlvarez.Theeventwasahugesuccess,withmanythousandsofNewYorkersturningouttohearsomemagnificentsingingonaperfectnightunderthestarsinthepark.Onnightslikethat,youhavetothank your own lucky stars just to be alive. We were all proud of howsuccessfultheeveningwas,andIwasequallyproudtobeasponsor.

MikeDonovan,mytrustedpilot,callsintoupdatemeonthecheckupofmy 727 jet. I have both a helicopter and a jet, and they get a workoutthroughout the year. With my schedule, they aren’t luxury items, butnecessities.Turnsoutthejetwillbereadyintwoweeks.

Normacomes in togoover themedia requestsof themorning thus far,whichincludetwofromHolland,threefromGermany,twofromCanada,onefromFrance,onefromEngland,andsevenfromtheUnitedStates.Handlingmedia requests alone can require negotiation skills, and we do our best toaccommodatethem.

11:45A.M. I have a meeting with Charlie Reiss, Jill Cremer, RussellFlicker,andDonJr.—mydevelopmentteam.WearebusywithabuildinginChicago, and Don Jr. has been working very effectively and in manycapacitiesonTrumpParkAvenue.WehavealotonourplatesalreadyatTheTrumpOrganization,but,notbeingacomplacenttype,Iknowtherearemanyopportunitiesout thereand this team tends to that.Theydoagreat jobandhavesomeinterestingprojectstobriefmeabout.

12:30P.M. I order lunch from our terrific new restaurant at the TrumpToweratrium,whichisdoinggreatbusiness.Someofyoumayhaveseenthecommercial I did forMcDonald’s. I didn’t have to act—I likeMcDonald’sand am a loyal customer. Some days I have pizza, sometimes a ham andcheese,somedaysnothing,butIrarelygooutforlunch.Istillconsideritaninterruption inmyworkday. I reviewnewsclippingsandarticlesduringmylunchminute.

12:35P.M. I speak to Bernd Lembcke, the director of theMar-a-LagoClub.Asyoumightremember,Mar-a-Lagowasoncemyprivatehome,andIrestored it and turned it into a breathtaking private club. Anything thatbeautiful shouldbe shared, and it hasbeen an immense success.Bernd hastendedtoit,andI’vebeennamedtotheBenefactorsBoardofDirectorsbytheHistorical Society of PalmBeachCounty. It’s nice to see painstakingworkbeingnoticedand rewarded.Wediscuss theupcomingseasonand the latestimprovementstothegrounds.

12:45P.M.IwalkdownthehalltovisitGeorgeRoss.Georgewillalwaystell you the way it is, which I appreciate. His thoughts are sharp andinsightful, andwehave a longishconversationof,perhaps, threeminutes. IamthinkingaboutputtinghimonTheApprentice.

12:50P.M.Backinmyoffice,ItakeacallfromHughGrant.Ihadabriefrole,asmyself,inhismoviewithSandraBullock,TwoWeeksNotice.Hugh’sanavidgolfer,andmycourseinWestchesterisathisdisposalwheneverhe’sinNewYork.He’saniceguyontopofbeingagiftedactor.Infact,I’mgladhelivesinanothercountry—he’sgottoomuchontheballtohavearoundallthetime.

1:00P.M. Norma comes in to go over the invitations to parties and

openings,andforspeeches. Idon’thavemuch timeavailable. IdecideonapartyatLeCirque.

1:30P.M. I put in a call toTrumpNationalGolfClub inLosAngeles.This course is on the PacificOcean and has the potential to be better thanPebbleBeach.Spectacularwillbeanunderstatement. It’s agem,andwe’reworkinghardonit.Allisgoingwell,buteverydetailisimportantandtherearealotofthemtotakecareof.

2:30P.M. Imakeacall toanexpertontrees.IsawsomebeautifulonesandwouldliketohavethemonmygolfcourseinBedminster,NewJersey.Iaskafewquestionsandfindoutalot.WhenIwanttoknowsomething,Igoforit,andonlyonrareoccasionswillItakeasecondhandopinion.Thistactichas servedmewellover theyears—there’snothingwrongwithknowledge,whetherit’sabouttreesorsinks.

3:00P.M.AllenWeisselberg,myCFO,comesinforameeting.He’sbeenwithme for thirtyyears andkeeps ahandleon everything,which is not aneasyjob.Herunsthingsbeautifully.Histeamistightandfast,andsoareourmeetings.

WithAllenWeisselberg,myCFO.3:30P.M. I return the fourteen calls that came in during the meeting,

whichincludethosefromlawyers,publishers,reporters,andfriends.Theonlythingworse than having somany calls is not having any calls, so I’m notcomplaining.

Itakeacallfromtheconcretecontractors,whohavecompletelyscrewedupandaretryingtotellmetheyhaven’tscrewedup.Everythingthey’vedoneisamess.Soinsteadofhavingtheniceconversationtheyexpected,Itellittothemthewayitis—thatthey’vemadeamessofeverythingandthey’dbetterget it right.Theamazing thing is that theyact like theyknowwhat they’redoing.Whenpeoplehearmeyelling,believeme,there’sareasonwhy.

4:30P.M.IgototheconferenceroomforaphotosessionwithPlaton,ayoung and very accomplished photographer. The photos are forForbesmagazine.Heisfastandefficient,verymuchlikeRichardAvedonwaswhenIdidashootwithhimlastyear.Ilookforwardtoseeingtheprints.

5:00P.M.Ireturnthesevencallsreceivedduringtheshoot,includingonetomysister,Maryanne.She’s still a judgeandaswiseasever,andshehasjustreturnedfromatriptoRome.

5:30P.M. Norma comes in to go over more invitations and mediarequests, and I read a few letters. There’s one from a nine-year-old boy inMinnesotawhohasabusinessproposalforme.Afterdescribinghisbusinessidea, he makes me a very tempting offer: And what’s in it for you, Mr.Trump?Achanceforyoutomakemillions,justbybecomingmypartner!HealsoaddsthatIcancallhimanytime,aslongasit’sbefore9:00P.M.I’llkeepthatinmind.

6:00P.M.Idecidetoreturntomyapartmentupstairs,whereImakemorecalls, until 7:30 or so.At 8:00P.M .,Melania and Imeet Joy andRegis atJean-GeorgesRestaurantforaperfectmeal.

AttheMar-a-LagoClubwithJoyandRegisPhilbin.TUESDAY8:30A.M.Iarriveattheoffice.Ireadbetweenfiveandsevennewspapers

everymorningbeforeIgetintotheoffice.OnethingIenjoydoingisclippingarticles of interest, whether they’re about me or not; then I either save ordistributethem.Ialsoreceivebetweentenandtwelvemagazinesaday,whichI review in my apartment at the end of the day. Keeping up on thingsworldwide is of great importance if one is to keep the big picture inmind.Yes, I’m aNewYorker, but there’s a bigworld out there and I try to stayinformedaboutit.Ifyouseetheentireplanetasanemergingmarket—whichitis—you’lldiscoverthatyou’vegotalotofhomeworktodoeveryday.It’snot an indulgence, but an absolute necessity. So I spend the next fifteenminutesofrelativequietassessingworlddevelopments.Callitmultitasking,callitwhateveryouwill,itworksanditfocusesmeforthedayahead.

8:45A.M. I takeacall from theguy trying to jackup thepriceson thefixtures for a new building. Doesn’t he know Iknow themarket prices foreverything I’m doing? These jerks think I don’t do my homework—that’swhatitboilsdownto.Whichmeansthey’reallinforabigsurprise,andifIhavetoyelltogetmypointacross,that’swhatIdo.

9:00A.M. I ask Rhona to call BobWright, the chairman and CEO ofNBC. In addition to being a great admirer of his business acumen, I amfriendswithBobandhiswonderfulwife,Suzanne.We’vedone somedealstogether, and in the seventeenyears sincehewent fromGeneralElectric toNBC,thenetworkhasseenenormousimprovementsinqualitycontrolaswellasgrowthintherightdirections.Bobtakesmycallandwechataboutalotofthings.Haveyouevernoticedthatsomepeoplehaveaknackforenlightenedconversation? Bob is one of those people. He’s never been boring for onesecondofhislife.I’mgladhetakesthetimetotalktome,and,consideringhisschedule,it’sagoodsignthatmaybeIdon’tborehimeither.

NormacomesintoremindmethatIhaveaPoliceAthleticLeagueBoardofDirectorsmeetingnextweek.IamactivewiththePoliceAthleticLeagueandhavebeenformanyyears.TheydoagreatjobinNewYorkandbenefitmanypeopleandneighborhoods.

9:15A.M. I takeacall fromAlfonsSchmidt,who is someone Ihold inveryhighesteem,not justbecausehe’s agreatgolfer andbusinessman,butbecausehe’saremarkableperson.Thosewhoknowhimwillagreewithme.We’ll meet on Friday for a round of golf at TrumpNational Golf Club inBriarcliffManor.It’sahighformetoplayonthecoursewithsomeonelikeAlfons.We’ll be joined by former president Bill Clinton aswell, who is a

member.He livesnearbyand likes thecourse, andwewelcomehimat anytime.He’smanaged tobecomeagoodgolfer,and,considering theschedulehehadforsomanyyears,that’ssayingsomething.Ifhekeepsupthisrateofimprovement, he’ll get really good very fast. Joininguswill also beDavidGranger, the editor in chief ofEsquire, a dapper guy on and off the golfcourse. It’s a rare occasion that I take an afternoonoff, but considering thecompanyI’llbein,itwillbeworthit.

callout319:45A.M.Ivanka,my beautiful daughter, calls to tellme about hermost

recenttrip.She’sonholidayandistakingoffforsomewhereelsetomorrow.Keeping trackofher isn’t easy,but she’sgoodaboutkeepingme informed,and I’mhappyshe’senjoyingherself. I’ma luckyguywithadaughter likethis.

10:00A.M. I have a boardmeeting in the conference roomwithMarkBrown andBobPickus frommyAtlanticCity team. JohnBurke andScottButera joinus.Wehave thesemeetingsevery threemonths, to ironoutanyproblems,togoovernumbers,andtokeepaneyeonthefuture.Consideringhow largeouroperations are inAtlanticCity—Ihave three casinohotels—ourmeetings are relatively brief; they rarely lastmore than two hours.Myteamknowsthevalueof timeandexactlyhownot towaste it.Peopleoftencommentonthebrevityofmymeetings,butifeveryoneknowswhatthey’redoing, they don’t need to be long or long-winded. Fortunately, I haveexperiencedpeopleonmyteams,andtheyknowhowIoperate,sotheygettothepoint,andquickly.

WithBillClintonatTrumpNationalGolfClubinBriarcliffManor,NewYork.

12:00P.M.WehavesandwichesfromtheCarnegieDeliintheboardroom.Ever had one of their ham-and-cheese or corned beef sandwiches?They’regreat.WhenyouvisitNewYork,tryone.

12:15P.M. I’mnot antisocial, but tome, fifteenminutes is a very longlunch.SoI’mbackinmyoffice,gettingbacktobusiness,perusingthethirty-sevenphonecallsthatcameinduringthemeeting.Thesearethephonecallsthat have already been screened, first by the receptionist, and then by myassistants. Igethundredsofcallsaday fromaround theworld frompeoplewhojustwanttosayhiortotellmesomething.Mysecurityteamtakessomeof thecalls aswell, because thenumberof calls canbeoverwhelming.Butthese are thirty-seven legitimate calls that must be dealt with, and I beginreturning them.First I returnBobKraft’s call.He’d invitedme to aprivateEltonJohnconcert,whichwasterrific.EltonJohnjustgetsbetterandbetter;he’samazing.BobKraftisafirst-classactallthewayandalwaysadelighttotalkto.It’sagoodwaytostarttheafternoon.

12:30P.M.JoeTorrestopsbyforasurprisevisit.He’sthemanagerofthe

NewYorkYankees and always awelcomeguest.He takes the time to signautographsonhiswayinandonhiswayout.Arealchamp.

12:45P.M. I returnRudyGiuliani’s call.Hewas a greatmayor, andhesawNewYorkCity through somedifficult times. In addition tomy respectforhimprofessionally,wearealsofriendsandwekeepintouch.Iwillalwayswishhimthebest—andhiswife,Judy,istops!

1:00P.M. TheTVteamfromtheNationalGeographicChannelarehereforaninterview.They’vedonegreatwork,andIdecideweshouldgouptomyapartmentfortheinterview.Idon’toftendothat,buttheyarepros,anditgoesverywell.Forthemostpart,Igetalongverywellwithmediapeople.Irespectthemandthejobstheydo,andtheyusuallyrespectmeandmytimelimits.Itworksbothways,andit’sarareoccasionwhenweclash.

1:45P.M.ItakeacallfromMohamedAlFayed,theownerofHarrodsinKnightsbridge,London,andtheRitzinParis.He’soneofakind,agentlemanalltheway,andIalwaysmakeapointofvisitinghimwhenI’minLondon.He’sremainedakindandloyalpersondespitethetragediesinhislife,andIamhonoredwhenhecalls.

2:00P.M.Icallmybrother,Robert.He’sagreatguy,andagoodbrothertohave.Wekeep in close contact, and I considermyself lucky to have thebrotherandsistersthatI’vegot.

MelaniacallstoremindmethatwearegoingtoseeChicagoonBroadwaytonight.I’veseenitbefore,butMelanieGriffithiscurrentlystarringinit,andwewanttoseeher.Ialreadyknowshe’llbeterrific—she’sanatural.

I return twelve calls in rapid succession, most of them concerning mydifferent properties in New York and Florida. Each time, I ask what theproblem is, andweget to it immediately. I like tokeepahandleonallmyproperties,andtheproblemsaretobeexpected.ThetimeIworrythemostiswhentherearen’tanyproblems.That’susuallytheresultofmisinformationorwishfulthinkingonsomeone’spart.

Here’s one of my greatest wishes: I would like a computer chip that Icouldattachtothebrainsofallmycontractorssothey’dknowexactlywhatIwanted,whenIwantedit,andatwhatprice.Thiswouldsavemealotoftime,alotofphoning,andalotofyelling.

3:00P.M.ItakeawalkovertoTrumpParkAvenue,mynewsuperluxurybuilding on Park Avenue and Fifty-ninth Street. This was the formerDelmonico Hotel, which has historical merit, and the location is about asprimeasyoucanget inNewYork. It’saprizebuilding, and Imakealmostdailyvisits toseehowit’sprogressing. IvisitLauraCordovano in thesalesoffice, then check out the construction. They are taking too long, and thelobby doesn’t look up to my standards yet. They get an earful, and theydeserveit.Whenmynameisonsomething, it’dbetterbegreat.Coulditbeanysimpler?

It’sfunny,thereactionIgetfrompeoplewhenIwalkdownthestreetandget recognized. Sometimes it’s a double take, sometimes there’s noacknowledgment, but often it’s a wave and a familiar and friendly Hi,Donald!fromtotalstrangers.Itstilltakesmebysurprise.OnceIwasstuckina horrible traffic jam inmy limousine, and I had a fewmembers ofMarkBurnett’steamwithme,soIdecidedtotryanexperiment.Itwasoneofthosetrafficjamswherewehadn’tmovedaninchintenminutes,andtemperswerered-hot,with taxi drivers yelling and everyone else as well, and every carseemedtohaveitshornonpermanentfullblast.Idecidedtostepoutofmylimousineand juststand there in themiddleof thischaos.The reaction?Atfirst,deadsilence.ThenthefumingdriversandpassengersstartedwavingandshoutingDonald!It’sTheDonald!Hi,Donald!Ihadtolaugh.Atleastwehadsomerelieffromthehonkinghornsforafewminutes.

4:00P.M.Backinmyoffice.Imakeacalldownstairs,asI’dnoticedsomeofthelobbydoorhandlesweren’taspolishedasI’dlikethemtobe.Iwantmybuildings tobe impeccable,and thepeoplewho inhabit themappreciatethat,evenifImightseemabitextremeattimes.

I receive a letter fromaU.S. servicemanoverseas,TerrySimmons.Hismorale-building idea for his unit is to receive an autographed photographfromme. I amvery touchedby this request, andwe send it off right away.ThesemenandwomenareputtingtheirlivesonthelinetoprotectsomethingI cherish, which is this country. One of the greatmoments ofmy life wasbeinghonored,alongwithGeneralJohnM.Keane,by theUSOin2002. InmyspeechImentionedthatacceptingthishonorputmeinthefinestcompanyimaginable, because every member of the United States armed forces wasbeinghonored alongsideme. Imeant it then, and I stillmean it today.WesendourbesttoTerrySimmons.

4:30P.M.GiuseppeCipriani,whohasoneofthebestrestaurantsinNewYork,calls.Assomeonewhogoesouttodinneralot,Ihaveveryparticulartastes,andGiuseppeissomeonewhowillneverletyoudown.IamtryingtogethimintomyParkAvenuebuilding.

Themysterious Jeffreycalls in.Asmysteriousas Jeffrey is, he’soneofthe fewpeople Iknowwhocangetbyon just a firstname.Mystaffneverasksforalastnameinhiscase,whichinawayputshimuptherewithElvis.Not thatElvis calls inmuch these days, but you never know.That’swhy Ihavea floor for security.Sometimesweneed it.We’vehad somecallsyouwouldn’tbelieve.

Norma comes in to tell me she’s had it withThe Apprentice TV crewlooking like ragamuffins and that if they show up tomorrow in their usualgear she’s going to send them back to their hotel to dress properly for achange. Shemeans business and I know it, so I try to explain that they’refromCaliforniaandworkingonaTV-showset,not inourcorporateoffice,

butshe’llhavenoneofit.Ithinkthey’reinforit,andIdon’tenvythem.IcallVinnieStellio,alongtimeemployeewhosewifehasjusthadababy

boy. Vinnie could’ve been a movie star with his looks and swagger, but,fortunately,heworksforus.Healsocould’vewrittenhisownscripts,buthe’sbusyenoughasitis.

5:00P.M.IcallArnoldSchwarzeneggertocongratulatehimonhisrecentdecision to run for governor ofCalifornia. I’ve also received severalmediacallsaskingmeformyopiniononhisdecision.I’vealwayslikedArnold,andI thinkhe’llmakeagreatgovernor,not justbecause I likehimbutbecausehe’sgotthesmartsandenergytorunastatelikeCalifornia.

I readanarticlebya journalistwho spent adaywithmea fewmonthsago.Irememberhimsayingthathefeltonedaywouldn’tbesufficient,andIremembertellinghimthatmostpeoplefeltthatonedaywithmewasenough.At the endof the article, he admits Iwas right—thatonedaywithmewasenough—hewas completely exhausted. It’s funny,because tome it seemedlikeamorerelaxingandlow-keydaythanIusuallyhave,andIwascertainlyonmybestbehavior.Anyway,it’snicetoberight.

5:30P.M.Normacomesintoreviewmediarequests,charityrequests,andinvitations.SinceSeptember11, requests forcharityhave increasedsharply,andwedowhatwecan.WecommentonhowwereceiveaconsistentlyhighnumberoflettersfromCanada.OneletterisfromtwoladiesinSaskatchewanwho have invited me to have a cup of coffee with them at their localcoffeehouse,whichhastwotables.IfIdecidetoaccept,theywilldotheirbesttoreserveatableforme.Duetomyschedule,Ihavetodecline,buttheirofferisgenuineandkind,andifIhadthetime,I’dgo.

Sometimes I answer media requests myself, when I have time. Once Icalled a guy named Phil Grande in Florida. He has a small radioprogram,Stock Trading &Money Talk, and he had faxedme an interviewrequest. I pickedup thephone and calledhimmyself.Whenhe askedwhowascalling,Isaid,DonaldTrump,andhesaid,Yeah,andI’mJ.P.Morgan.Ittooksomeconvincingonmypart,buthefinallybelievedme,andwechattedforsometime.Afterward,hecalledmyassistantstoverifythatIhadindeedcalled him, and to this day he sends them flowers everyChristmas. PeoplelikePhilcanmakeourjobsalotoffun.

6:00P.M.Asprey,thejewelerswhooccupythecornerofTrumpToweronFifth Avenue, are expanding, and they’ve invited me down to see therenovations.Theywillhavethreefloors,anditwillbestunning—muchliketheirjewelry.TheyarethejewelerstotheroyalfamilyinEngland,andtheirnewspacewillreflectthatstatuswhenit’sdone.Ialsodecidetocheckonmynewtenants,MarkBurnettProductions,onthewaydowntothelobby,toseethat everything is up to par. I have a greatmanagement team, but I like tocheck things out for myself as much as possible. I make a quick call to

Melaniatocheckondinnerplansbeforethetheater,andIleavetheoffice.MelaniaKnaussWEDNESDAY9:00A.M. Melanie Griffith was terrific inChicago last night, and we

visitedherafterwardtotellherso.ItakeacallregardingplacingantennasonTheTrumpBuildingat40Wall

Street.SincetheWorldTradeTowersaregone,40WallStreetisonceagainthetallestbuildinginlowerManhattan.It’snotafactthatparticularlyappealstome,butit isafact.WhateverwillbestservetheFinancialDistrict isfinewithme.

I have to say one thing about New Yorkers, and that is that afterSeptember 11, they just continued tomove forward and do their best. Thattookcourage,andI think it showswhatmakesNewYorkCitysuchagreatplace.

I place a call to Governor Pataki, and take a call from John Myers,presidentofGEAssetManagement.We’vedonesomedealstogetherandhe’sagreatguy—andaverysmartone.

9:30A.M. Kevin Harris, a supervising producer for Mark Burnett, isready to take me on a tour of the sets built in Trump Tower forTheApprentice. He has on some sort of a new vintage bowling shirt,deconstructed jeans with more holes than fabric, and some very originalfootwear that I can’t begin to describe. This guy couldmakeHelmutLanglookoldhat,butwemakeaquickgetawaybeforeNormacanseehim.

The construction site also includes living quarters for the sixteencontestants, which is an incredibly stylish ten-thousand-square-foot loft,probablytheonlysuchlivingspaceinmidtown.Iampleasantlysurprisedatthequalityofthework,andmytrustinMarkBurnettisagainconfirmed.

10:00A.M. Back in my office, I begin returning calls. People aresurprisedathowmanyhoursIputinatmyofficeeachweek,sinceIseemtohaveabusy social lifeaswell. I also like toplanmybusiness trips for theweekendswheneverpossible,toavoidmissingofficetime.IlovewhatIdo,so it doesn’t seem like I’m missing out on any fun. Last year I took atransatlantic weekend business trip that included breakfast in London withMohamed Al Fayed and dinner in Slovenia with Melania’s parents beforeflyingbacktoNewYork.Wewerebackintimeformetobeintheofficeby9:00A.M.Monday.

I talk to JayGoldberg, a brilliant lawyer and an old friend.He and hiswife,Rema,willjoinmeinmyboxattheU.S.Open.

This isagoodone:Thepushiestbroker inNewYorkcalls in forachatabouttheavailabilityofsomeofmyprimeapartments,asifIcouldn’tguesswhy she was calling me in the first place. She tries to tell me what myapartmentsareworth,andItrytocontrolmytemper,butshe’sfullofbullshit.

Finally, I ask her if she realizeswho she’s talking to and, surprisingly, sheimmediately becomes reasonable. Almost every day, I have to remindsomeonethatmaybeIknowwhatI’mdoing,andwhilethatmaysoundlikeI’mtootingmyownhorn,believeme,itsavesalotofyellingtime.

10:30A.M. The German TV team is ready for an interview in theconferenceroom.They’ddoneawonderfuljobincoveringMar-a-Lagoafewmonthsago,which I appreciate, and sowe’re doing aNewYork interview.Theyareprofessionalandenthusiastic,andallgoeswell.Yousee,I’vedonesomanyinterviewsthatattimestheycanbeboringforme,soifthepeopleareinteresting,ithelpsalot.Justthisyear,bothofmysonsdidtheirfirstTVinterviews, and that was exciting. TheToday show did a Father’s Dayprogram, andMatt Lauer interviewedDon Jr. andmyself,whichwas greatfun. BothMatt Lauer andKatie Couric have a knack formaking anythingentertaining, and I enjoy them tremendously.48 Hours interviewed myyounger son, Eric, andmyself, and aside from some slumping on his part,Ericdidagreatjob.Themediareallyisn’tanythingnewtomykids,althoughthey’vebeenprotectedfromittoacertainextent.

11:00A.M. I receive an invitation to attend the showofOscar de laRenta’s new

collection,andIcallMelania.Wedecidetoattend.I’venevergottentiredoffashionor fashion shows.Tome, it’s anunbeatable combination—beautifulwomenandbeautifulclothes,especiallyOscar’s.

Myagency,TrumpModelManagement,hasmanagedtoputitselfonthefashionmapinarelativelyshorttime.Istarteditaboutfiveyearsago.We’vegot some topmodels, and I enjoywatching thisbusinessbecomemoreandmoresuccessful.IcallJohnTutoloforanupdate,andwediscussafewthingsthatwethinkcouldbeimproved.

IcallPaulaShugart,presidentof theMissUniverseOrganization, togooverafewthingswithher.AninterviewerrecentlyaskedmewhatmotivatedmetobuytherightstotheMissUniversepageant.MyanswerwasthatIlovebeautifulwomenandI’malsoabusinessman,soitseemedlikeagoodidea,which it has turned out to be. Sometimes things are that simple. I realizedearly on that Iwas an aesthete by nature, being attracted to beauty in bothpeople and buildings.Mywork has shown that some early self-knowledgewasrightontarget.

I take a call from Ricardo Bellino, a businessman in Brazil. We areworkingontheVillaTrumptogetherinBrazil,andhe’salsoaskingmesomequestionsforhisupcomingbookonthepowerofideas.Imentionthatideasaredooropeners,thefirststep.Withoutafirststep,therewon’tbeanyotherstepsto takeyouwhereyouwant togo.It’savisualprocess.Perhaps that’swhyI’mavisionary,butawell-groundedone.Whenitcomestogreatideas,

the first questions I ask myself are:Yeah, but is it possible? Will this befeasible?IfIcanseesomethingbeingaccomplished,Iknowitisapossibility.Iguessthat’swhyI’mabuilder.Istartfromthegroundandgoupfromthere.

I write a congratulatory note to Kitty Carlisle Hart for her ninety-thirdbirthday. Inaddition tobeingmultitalented,she’sbeena truephilanthropist,andNewYorkisluckytohaveher.Ialwayslikedtowatchherontelevision.ThoseofyouwhorememberthetelevisionshowToTelltheTruthwillknowwhatI’mtalkingabout.

Iwrite another note to a high school that has askedme for advice, andalsoaskedwhomyfavoriteU.S.presidentmightbe.Idecidetostartwithaquote by Abraham Lincoln, who would have to be my first choice: I willstudyandprepare,andperhapsmychancewillcome.Alwayshumble,alwayshardworking, always studying, Lincoln is a great example for high schoolkids.

11:30A.M. The Entertainment Channel is ready for an interviewregardingTheApprentice. It goes quickly andwell, andwe’re done in fiveminutes.

12:00P.M. I call an employee at a large propertywho has not been asattentiveashispositiondemands. I tellhim thathisbadperformance isnothis fault, butmine: I simply hired thewrong person by overestimating hiscapabilities. I add that if he’d like to change my mind about my initialmistake,it’suptohim.Hepromisestotakecareofthingsrightaway,andIthinkhemeansit.

IaskAndyWeisstocomein.Hisofficeisabout110feetdownthehall,buthecanhearme.Thereasonwedon’thaveanintercomsystemisbecausewedon’tneedone.Thisoftenstartlesvisitors,but,asIseeit,whyhavemoregadgetsthannecessary?Andy’sbeenwithmealongtime,andwegetrighttothepoint.Themeeting’soverinlessthanfiveminutes.

IcallBeverlySills,oneofthemostwonderfuloperasingersofall time,andanequallywonderfulperson. Imaynot enjoy sitting throughanopera,butIhavealwaysrespectedoperasingersandenjoythehighlightsofopera.Beverlyisremarkableineveryway,andIalwaysenjoytalkingtoher.

12:30P.M.Idecidetohaveasliceofpizzaforlunch,andIreadafewofthelettersthathavecomein.Here’sonefromayoungmanintheBayAreaofSan Franciscowhowrites, This letter is in appreciation for inspiring us inhardtimes.Pleasecontinuewritingyourbooksandinfluencingpeopletolivetheirdreams.He’llbehappytoknowthat’sexactlywhatI’mdoing,evenasIeat my pizza and read his letter. Here’s another one from a family inGermany,whothinksIshouldrunforpresidentandinvitesmetostayattheirhome.AbusinessproposalcomesfromagroupinWaleswhowouldlikemetoworkonahousingdevelopmentwiththem.

12:45P.M.IcallBrianBaudreau,myexecutiveofsecurity,andtellhimI

wanttogoovertoTrumpPlace,mydevelopmentalongtheHudsonRiver.WegoovertotheWestSideandcheckoutwhat’sgoingonwithconstruction.Wemeet with Paul Davis, the CEO of the HudsonWaterfront Associates, andtakeawalkaround.Igetdailyreports,butthere’snothinglikeseeingthingsforyourself.Paulhasabigprojectonhishands,andhe’sdoingaterrificjob.

I’veencounteredalotofoppositionfromstaunchWestSidersaboutthisdevelopment,butgraduallytheyarebeginningtoseethatthesebuildingswillbe an enhancement to their neighborhood. The West Side is thriving likeneverbefore,andevenasanEastSider,I’vegottoadmitthattheWestSideisagreatplacetobe.

2:00P.M. Back in the office, I start returning the twenty-two calls thatcamein.That’sanotherreasonIdon’tliketobeoutoftheofficetoomuch—thebacklogofcalls cangetoutofhand.The first call I return is toUnitedCerebral Palsy, as I’m on the advisory board. One of the biggest perks ofbeingfinanciallysuccessfulisbeingabletobegenerous.IlikegivingmoneytogoodcauseslikeUnitedWayandthePoliceAthleticLeague.Itreallyisagreat feeling every time I can be of help, and, for the most part, that’s aprivatepartofmylife.Someofmycharitiesarepublicknowledge,andsomeofthemaren’t.

2:30P.M. RobinLeachandhis teamarehere foran interview.Robin iswellknownforareason.Wehaveagreattime,andit’sajobwellandquicklydone.

3:15P.M. I have a meeting with Carolyn Kepcher, executive vicepresident and director of Trump National Golf Club in Briarcliff. We arebuildingsomemagnificentvillasonthegrounds,andtherearealotofdetailstoattendto.Fortunately,bothofusareperfectionists,andourmeetingsneverhavetobelong.

3:30P.M.ItakeacallfromDavidSchner,presidentofLeadersmagazine.I’dbeeninterviewedafewmonthsbackandwestillkeepintouch.

CraigSemandl, thedirectorofTrumpNationalGolfClub,LosAngeles,calls in.Hegivesmeanupdateonwhat’shappening,andwegooversomedetails.IwillvisitCalifornialaterthismonthtoseetheprogressformyself.Ithelpstohavepeopleyoucantrustwhenyou’rethreethousandmilesaway.

Thisissomethingthatstillamazesme:Here’sanotherpersonrequestingmyautographontheMarch1990issueofPlayboymagazine,whichfeaturedan interview and a cover photo of me. To this day, thirteen years later, Ireceiveseveralrequestsamonthformyautographonthisissue,and,granted,thegirlI’mphotographedwithisabeauty,butIneverthoughtthisinterviewwould remain so popular with people who follow my career. I’ll have torereaditoneofthesedays.Meanwhile,Isignthecoverandit’ssentbacktotheowner,andIsignafewbooksthathavebeensentinaswell.

I make a call to Tiffany, my youngest daughter, who is giving me an

updateonherlatestactivities.Shehasenoughgoingonforfivepeople.Shemusttakeafterme.SheisexcitedaboutherupcomingbirthdayandherplanstohaveapartyaboardtheQueenMaryinLongBeach,California.

Iwriteanote to theVeteransofVietnamofWard4CDofValleyForgeGeneral Hospital. I am cochairman and builder of the New York VietnamVeteransMemorialFund,andstillcontinuetodowhatIcanforthesebravepeople.

4:00P.M. I take a call from Susan James, director of sales for TrumpInternationalHotelandToweronCentralParkWest.Shehasagreatjob—thisisoneofthemostsuccessfulcondominiumtowerseverbuiltandthetop-ratedluxuryhotel inNewYorkCity,all inonebuilding.This isalsowhereJean-GeorgesRestaurantislocated.Allinall,it’sagem,andI’mproudofit.It’snear Lincoln Center on Columbus Circle, and those of you who knowarchitecture will find it interesting that Philip Johnson designed both thisbuildingandtheStateTheatreatLincolnCenter,homeoftheNewYorkCityBallet.I’msortofyoungtobeconsideredhistorical,butsomethingspointinthatdirection,andthisbuildingisoneofthosethings.

IgoovertheinvitationsandrequestsofthedaywithNorma.Idecideonan event given by Anna Wintour ofVogue magazine and leave the otherdecisionsuntillater,whenIcangivethemmoretimeandconsideration.

CharlieReiss comes in andwegoover currentprojectdevelopments inChicago, Toronto, and London. Bernie Diamond and Jason Greenblatt, myterrific in-house attorneys, are in on themeeting aswell. Contrary towhatpeoplemay think, I listen to and take advice from a lot of people before Imakeafinaldecisiononanything.I liketobeaswell informedaspossible.However, when it comes to making a decision, I am aware that the fullresponsibilityforthatdecisionis,andwillalwaysremain,mine.ThatiswhyIproceedwithcaution,evenifmyimagemaybemoreflamboyant.

OceanofPDF.com

HowToGetRich4:30P.M. I have a meeting with Matthew Calamari, my chief of

operations.He’salwaysabusyguy,butwithTheApprenticestartingupsoon,he’sbusierthanever.I’mnotconcerned,becauseafterknowingMatthewformorethantwentyyears,Iamcertainhecanhandleanything.

MysonEricstopsbytosayhello.He’sincollegenowbutisvisitingNewYorkCityforacoupleofdays.HesitsinonmymeetingwithMatthewandthenwechatforabit.He’sgotagreatgrin.Iloveitwhenmykidsvisit,andwedecidetohavedinnertogethertonight.

5:15P.M.Iwriteawelcome-backlettertothemembersoftheMar-a-LagoClub.Wearefinishinganewballroom,anditwillbemagnificent.Onevisitorto the Mar-a-Lago Club remarked that F. Scott Fitzgerald and his friendswouldfeelrightathomethere.Ihadtoagree.I’mlookingforwardtothenewseason,andIflydownmostweekendsduringthewinter.

I return a few calls, including one to Larry King, one of the sharpestinterviewers of all time; another to a reporter for theStar-Ledger in NewJersey;andonetoareporterdoingastoryonthewonderfulandverysmartRussellSimmons.

JohnMyers, thepresident andCEOofGEAssetManagement, calls in.He’saterrificguyineverysenseoftheword,andweareactivetogetherwiththeDamonRunyonCancerFoundation,alongwithDaleFrey,whoprecededJohnatGEandlikewisedidanabsolutelyfantasticjob.Thesearetwoguysworth knowing. Over the years, General Electric has beenmy partner in anumber of my developments, including the very successful TrumpInternationalHotelandTowerat1CentralParkWest.

6:00P.M.IcallMelaniatoseewhereweshouldtakeEricfordinner.Wedecideonthe21Club.

Norma comes in and we review some details of my deals, invitations,letters, and media requests, including those from a surprising number ofinternational television programs and publications. Last year I did aninterviewforthenumberoneprograminChina,whichdrewahugeaudience.Thesefactscontinuetosurpriseme,probablybecauseIamsofocusedonmyimmediateanddailyresponsibilities. Ineverfoundmyself tobeparticularlyfascinating.

Thephoneshavequieteddown, so I decide to go through a box I keepbesidemydeskwhereIputarticlesandlettersofinteresttome.SometimesI’llkeepcertainarticlesforyearsifIlikethem.Ialsokeeplettersandquotes,suchasHopeisnotastrategy.IsavedaninvitationfromaspeechIgaveto

theWhartonBusinessSchoolClubaboutthefutureofNewYorkCity.IamalwayshonoredtospeaktoWhartonstudentsandalumni.

I find nice notes from Dr. Jerry Buss of the Los Angeles Lakers, oneterrificguy;EdMalloy,anoldfriendIcallBlueEyes;andHarrisonTuckerLeFrak, the next generation in a remarkable real estate family. RichardLeFrak, the sonofSamLeFrak,hasdoneanamazing job in the real estatebusiness. Likewise, his sonHarrisonwill be one of the really great youngpeopletowatch.Ihavenodoubthewillgorighttothetop.

There’saclippingfromLizaMinnelliandDavidGest’swedding,whichIwashonoredtoattend,eventhoughIdidn’tthinkthemarriagehadachance,and letters from John F.Kennedy Jr. andHoward Schultz of Starbucks, aswellasonefromClintEastwood,agreatguyandgolfer.HewasmyguestatMar-a-Lago.HelikedmycourseinFloridaandwrotetotellmethat.

IcomeacrossafaxfromRogerAilesofFoxNetworkNews.Whatajobhe’sdone,takingthemtoheightsthey’dprobablyneverdreamedof.

During themarch towardwar in Iraq, someone sentme this joke: Youknowtheworldhaschangedwhenyourealizethebestrapperisawhiteguy,thebestgolferisablackguy,andGermanydoesn’twanttogotowar.

A review to savor, from Rick Remsnyder upon the opening of TrumpNationalGolfCourse:TrumpNational’spar3thirteenthhole,whichfeaturesabreathtaking100-footman-madewaterfall behind the green, is one of themostchallengingandspectacularholesintheworld.Musictomyears.

I love sports. I have one of Shaquille O’Neal’s oversized sneakers ondisplay inmyofficeanda signedbaseball frommy favorite team, theNewYorkYankees.IkeepitnearTiffany’sdrawingofahouse.She’salreadyintorealestate.

ToDonaldTrump—‘IwannabelikeyouwhenIgrowup.’Shaq.Speaking of real estate: I’ve saved an article about how I sold the land

undertheEmpireStateBuildingfor$57.5millioninMarch2002.NewYorkrealestatecanbeawonderfulbusiness.I’vealsoclippedaprofileofanothergreat success story, developer Steve Witkoff, who owns the WoolworthBuildingandtheNewsBuilding,inadditiontovaluablepropertyinLondon.InaninterviewwithaLondonnewspaper,Stevedescribedmeastheonlyrealestate person in this world who can brand his name individually. In myopinion,it’snotgoingtohappenagain.Donaldisamasteratmarketing.Butyou can’t market and be a master at marketing unless you’ve got greatproduct—itdoesn’tworklikethat.Theysay‘CokearemastersatmarketingCoke,’ or ‘Nike, they’re masters at marketing Nike.’ You know what?They’vegotthebestdrinkandthebestsneakers.Well,Donalddevelopsthebestbuildings.It’safactoflife.He’sagreatdeveloper.Noonewantstogivehimcreditforthat.

Finally,IcomeacrossapostcardfrommygorgeousdaughterIvankaand

anoldpostcardfrommyparents. Imiss them. I stillhave two-thirdsof theboxtogothrough,butI’monfordinnerwithEricandMelaniaandIdon’twanttobelate.

7:00P.M.Ipickupalargepileofdocumentstotakewithme,saygoodnight to Norma, turn off the lights, leave my office, and head up to myapartment. It’sbeenagoodday.Business tip:Keepaboxbyyourdesk formementos of the people and events that matter in your life and career.Reviewingthecontentseverynowandthenwillkeepyouawareofyourgoodfortune.

THURSDAY8:30A.M. ThismorningIhaveaninterviewwiththelegendaryBarbara

Walters,regardingtheupcominganniversaryofSeptember11.Allgoeswell;she’sprofessionalandtothepoint,whichalwayshelps.Iamalsoplanningasurprise visit thismorning toBarbara’s show,TheView, as I have been thecenteroftheirdiscussionsforafewdays.They’vebeenwaitingformetocallthem,whichIhaven’tdone,asIthinkapersonalappearancemightbemorefun,althoughtheydon’tknowaboutityet.Ifsomeonechallengesyou,alwaystrytotakethechallengeandrunwithit.

9:15A.M. I have ameetingwith ElaineDiratz, the director of sales atTrumpWorldTower at theUnitedNations Plaza. This condominium towerexperienced a lot of oppositionwhile itwas being built, but it has literallybeen a triumph, both nationally and internationally. Even though HerbertMuschampofTheNewYorkTimes has lauded it and it has recentlywonacovetedEuropeanawardfordesign,thatdoesn’tmeanwesitbackinwonderatourgoodfortune.Everythingrequiresupkeep,especiallysomethingofthiscaliber—plus it is in constant demand as a location site for films andtelevisionshows.ElaineandItroubleshootthelatestdetails.

9:45A.M.DonJr.comesintoupdatemeonhiswork.He’ssharpandhassome good insights on a few of our developments. Itmakesme think thatmaybehe’spaidattentionalltheseyearsafterall.NormacomesintotellmeIshouldgetgoing.

10:00A.M.BrianandIgoovertotheABCstudiosontheWestSide,totapeaspecialsegmentwithRegisPhilbin.It’sabeautifuldayandthecityissparkling—andasever,soareRegisandKelly.

11:00A.M. I am lurking in the studios of BarbaraWalters’s showTheView,whereIseeSharonStone,whoisascheduledguest.Atthetopoftheprogram,theyarestilldiscussingmyhairandwhyIhaven’tcalledthemback.JoyBeharmentions that here she is, stillwaiting for someguy to call, andMeredithVieiramentionsthatexpectingDonaldTrumptocallherbackmightbe expecting too much. This conversation continues for a while—will hecall?,won’t he call?—and then I decide to justwalk out onto the set. Theaudience shriekswhen they seeme, and Joy is,well, not exactlyoverjoyed

but certainly surprised. I receive a verywarmwelcome fromBarbara, Star,andMeredith,andIthinkJoyisrelievedtoknowthatI’mnotatallinahuffoverherremarks.Ievenlethertouchandrearrangemyhairandexplainthatwhileitmaynotbegreathair,it’smine,andit’sfinewithme.Wehaveagoodtime,andIthinkwe’llallhavetoagreethatavisitisbetterthanaphonecall.

12:00P.M.SteveWynnisheretovisitme.WechatforawhileandthenItakehimonatourofTheApprenticesetsbeingbuiltdownstairs.SteveandIareclosefriends—again!

12:30P.M.Thisisanunusualday,evenforme.SandraBullockisheretovisit,soshecomesintotheconferenceroomwhereI’mhavingameeting,justtosayhi.Ithinktheguysintheroomareveryimpressed,andsoamI,butItry to act cool.After all,my life isn’t exactly dull, but getting a visit fromSandra is a highlight for everyone—especially the contractors, who cannotbelievethatitisactuallyher.

1:00P.M.Robin,oneofmyassistants,iseatingagreat-lookingsalad,soIaskhertoorderoneforme.ThenIstartreturningcallsthatcameinwhileIwasout,includingonetoBobTisch,owneroftheGiantsandLoewsHotels.TheTisch family has been a tremendous force for good inNewYorkCity,and I likeBob a lot.Most of thepeople I knowdon’t take lunchhours, sowhenIreturncallsatlunchtimeitmeansIactuallywanttotalktothem.

I talk to Ashley Cooper, director of Trump National Golf Club atBedminster,New Jersey, for an update on progress. I’ll visit nextweek byhelicoptertocheckthingsoutformyself.

I call Sirio Maccioni, the owner of Le Cirque, one of my favoriterestaurants in New York. We’ve decided to have a business dinner theretonight;while getting a table isn’t a problem, I like to talk to Sirio just tocatchuponthings.Hehastheinstinctsrequiredtorunagreatrestaurant,aswellasthemanners.Ialwayslookforwardtoseeinghim.

1:30P.M. I seeNorma in the small conference room,meetingwith theBankOneexecutivesaboutacreditcard,theTrumpcard,whichIamstarting.Everyonetellsmethiswillbeagreatsuccess,anditisgoingverywell.

ArethaFranklin’sassistantcallstoseeifIcanattendherconcertatRadioCitylaterinthemonth.Arethaisoneoftheall-timegreats,but,unfortunately,Iwill beoutof townonbusiness.That’soneof thedownsidesofhavingabusyschedule,butit’sflatteringtohearfromAretha.

OneofthethingsIthinkaboutwhenmyschedulegetsalittlecrazyisalabyrinth. Labyrinths date back to the ancient Greeks and usually implysomethingintricateorcomplex.Thinkingabout themhelpsme,becausemyschedulecanmakealabyrinthlookliketic-tac-toe,soitbecomesasoothingvisualforme.Thatmaybesomeconvolutedpsychology,butitworks.Lateron,Ilearnedthattherearesomefamouslabyrinthsstillaroundtoday,suchastheoneatChartresCathedral,inFrance,andthattheyservesomemeditative

purpose, but themotive forme has always been to gain perspective onmyownagenda.

Astheysay,whateverworks.2:00P.M.Iattendtheboardmeetingforoneofmyresidentialproperties

inthesmallconferenceroom.Ithinkanyonewholivesinanyofmybuildingsis fortunate,not just tobe inagreatbuilding,butbecausewe takepride inupkeepandservice.Wetry tocater to thepeople livingandworking inmybuildingsineverywaypossible,sothesemeetingsareimportanttome,andhere’sthereason:Past,pres-ent,andfuturetenantsandownershaveoneveryimportantqualityincommon.Theyallwantthebestfortheirmoney,whichallowsmetogiveyouasimpleformulaforsuccess:Deliverthegoods.

A lady in a building across from one of mine actually called in tocomplain to us.Her complaint?The constant cleaning and polishing ofmybuildingwasmakinghercrazy.Everytimeshelookedoutsideandacrossthestreet, someone was cleaning something, which she thought was excessiveandunnecessary,andthatImusthavesomesortofaproblemthatshouldbetakencareof.EverhearofNewYorkstories?Thefunnypartisthatwedon’thavetomakethemup.

2:45P.M. I decide to take a tour of the office. First I visit BernieDiamond,mygeneralcounsel,whoisconferringwithSonjaTalesnik.ThenIseeAndyWeissandDonJr.aboutsomethingthey’reworkingon.IpassScottEtess,whoisonthephone,andseeCharlie,Jill,andRussellintheconferenceroom. I stopby tovisitMichaKoeppel,VPofconstruction, andnotice thatNathanNelsonandAnnaDeVincentisarebothbusyontheirphones.Iaskmyaccountingteam,JeffMcConneyandEricSacher,tomeetwithmeandAllenWeisselberg at 4:30. I see Ramon dealing with an enormous pile of mail,whichwegetplentyofaroundhere.Everyonelooksbusytome,andthere’sanicehumtoalltheactivity.Onmywayback,IstoptochatwithGeorgeRossand JasonGreenblatt. I notice some doorknobs need polishing and that thecopyroomneedstobecleanedupabit,butonthewhole,theofficeislookinggood.We’vebeeninourTrumpTowerofficesfortwentyyears,andtheystilllookbrand-new.

3:00P.M. Iagree togo toFerragamo’snewstoreopeningand theLucaLucafashionshowatBryantPark,andwe’retryingtoarrangemyweekendschedule, which at this point is a whirlwind, even with a helicopter. It’s agoodthingI’manactivetype,orthismighttiremeout.

ReggieJacksonstopsbyforaquickvisit.Heisalwayswelcomehere,andmystafflovesitwhenhevisits.Wechatforafewminutes,andIrememberalltheincrediblemomentshehasgivenusasaYankee.Trulyagreat.

Ireturncalls toJayNeveloff,DavidScharf,andmybrotherRobert,andmakeacalltoWollmanRinktoseehowwedidwithoursummerattraction,VictorianGardens.Weusedtheicerinkspaceasanupscaleamusementpark

for children during the summer months, and since this is our first seasondoingso,I’minterestedinafirsthandaccount.

3:30P.M. I take awalkover toTrumpParkAvenue, atPark andFifty-ninth.As I said, I like tokeepmyeyeon things, and Inever findpropertychecks tedious. This is such a beautiful building. I remember beinginterviewed last year byTheNewYorkTimes aboutboth thebuilding itselfand the real estate market in New York. I told them People would ratherinvest in realestate than inEnronandWorldCom.Youcan touch it, feel it,smell it.As opposed toEnron,which you can only smell.CostasKondylismentionedthatthisbuildingalsohadanadvantageoverpropertiesthatboastof being prewar-like, in that this building is definitely not prewar-like. Itisprewar.Anyway,theworkiscomingalongandit’slookinggood.

I guess someone sawThe View on TV this morning, because, as I’mwalkingback,aladysaysHey,Donald!Yourhairlooksgreat!Whoeveryouare,thanks.

4:30P.M.ItakeacallfromJoeCinqueregardingSardinia.That’sprettyfarawaybuthesaysthatnexttoMar-a-Lago,it’shisfavoriteplace,andthisguytravelsallovertheworld.I’llhavetocheckintoitabit.

I have a short meeting with my finance group, Allen, Jeff, and Eric. Ishouldhaveapictureoftheseguysforyou—whatacrew!However,theydogoodwork.PeopleoftenaskmewhereIfindthepeoplewhoworkforme.Ithinkitmustbedivineintervention,ifthereissuchathing.Butsomehow,itallworks.RememberhowIoncesaidthatyoushouldtry togetpeopleyouliketoworkforyou?Theseguysareagoodexampleofthatadvice.

4:50P.M.RhonacomesintotellmethatJimGriffinisontheline.Everheardof theWilliamMorrisAgency?He’s theguy toknow. Jim is anotherexampleofsomeonewhowillalwaystellitlikeitis,whichIappreciate.He’llgiveyouthefacts,andfast.

5:00P.M. I get a lot of letters from students of all ages who ask mespecific things—either for school projects or for their own interest—and,whileIcan’trespondtothemall,Iliketoreviewtheirletters.Sometimesthesimplicityanddirectnessof theirquestionscankeepmeawareofsmallandsimplethings.AsBenjaminFranklinoncesaid,Bewareoflittleexpenses.Asmall leak will sink a great ship. In business, nothing is ever too small tonotice.

5:30P.M.Ireviewapileoflegaldocuments,makingshortnotesonthemforresponsebymyassistants tomorrowmorning. Ifwedidn’tkeepupwithourcorrespondenceseveraltimesaday,we’dbesunk.Ireceiverequestsfrompeopleineveryindustryunderthesun,moon,andstarscombined.Mydailydelivery includes submissions from artists, musicians, screenwriters,architects, authors, poets, comedians, chefs, designers, actors, shoemakers,andmore.That’sacondensedlist.Ialsoreceivebundlesofcookbooksfroma

lady in Illinois several times a year.Why she does this is beyondme. ShemustknowthatoneofthefewthingsIdon’tdoiscook.

6:30P.M.Enoughruminating.Icheckmyfaxesandgoupstairs.FRIDAY8:30A.M.Theelectricalcontractorscallinwithsomebogusclaimsabout

whythey’rewayoffschedule.They’vebeenslackingoffonthejob.I’vebeenwatchingthemcarefullyandknowexactlywhattheirproblemis,andproceedtotellthemso.Theygetthemessageandpromisemetheywillgetbackontrack.We’llsee.Ibelieveabouttwentypercentofwhatcontractorssay,andthat’sonagoodday.TheyknowwhatImean.

9:00A.M.ItakeacallfromDickLevy,arealgentleman,thenIaskforaDietCoke.Another call concerns an ad Iplacedabout slotmachines at theracetracks in New York, which I’m against. Without countless layers ofsecurity,itwillnotbeinthepublic’sbestinterest,andIthereforementionthatit is obvious the ground under our racetracks is most fertile for growingorganized crime. The ad contains a photograph of Al Capone, with thecaptionHewould have loved it. The bottom of the ad says, Paid for by aCommitteeofone,whomaynotalwaysberight,butknowswhat’swrong.Ithinkthepointismade.

RhonaasksabouttheGiantsgamenextweek,andIdecidetogo.IreturncallsfromBoDietl,VinnieStellio,andIvana,andplaceacalltoJimGriffinoftheWilliamMorrisAgency.DavidGrangercalls;Esquiremagazineisusingan apartment in TrumpWorld Tower as an example of the ultimate man’sapartment,theEsquireApartment.Ihavetoagreewithhimthatit’stheidealplace.

Itakeacallfromawriterdoinganarticleonmotivationandleadership.OneofthequestionsaskedishowIhandleapersonwhoconsistentlymakesthesamemistakes.Itellthemthetruth:Idon’t.They’reworkingforsomeoneelsenow.

9:30A.M.Itakeamomenttoglanceoutthewindow,whichIrarelydo,evenwiththespectacularviewsfrommyoffice.ThereissomethinginspiringaboutNewYorkCity,and I feel fortunate to livehere. Just as I’m thinkingthis,acallcomesinfromLosAngelesConfidentialMagazineforacommentontheirpublication.ItellthemthatLosAngelesisasviableacosmopolitancenterasNewYorkCity,whichitis,andthatIthinktheirmagazinehasalotof integrity. I always enjoy my trips to California, and with my new golfcourseinLosAngeles,I’llbeabletospendmoretimethereinthenearfuture.I decide to call Jason Binn, just to catch up on things with him. He’s asuccessfulmagazinepublisher, and I haven’t spoken to him for a couple ofweeks.Ienjoyhistakeonthings.

TomFaziocallsintogooversomecourseplansandtogivemeanupdateon my New Jersey golf course. He loves what he does and that’s made

apparent by his attention to detail. John Mack of Credit Suisse calls in.Despite his great accomplishments, he remains an unassuming man—theworkiswhatmatterstohim.Thesearetwoeasyandinformativecalls.Peoplehave to understand that I’ve been dealing with all kinds of people andindustriesforalongtime,soIcanprettyreadilydiscernwhothegoof-offsareandwhothesolid-goldpeopleare.Soifyouhearmeblowupinmyofficeatsomeoneorsomething,there’susuallyareasonforit.Itcanbeasclearasdayto me, and I see no reason to tolerate someone being inefficient orirresponsible.Idomybest,andsoshouldthey.

Iheardsomeonewhohadworkedwithmeforalongtimedescribingmeas a generator—someone who revs up, keeps going, gathers momentum,keepsgoingat ahigher level, and all iswell—except for the boiling point.Becausewhensomethingcausesmetoexplode,believeme,therewillbealotof energy behind it. But, hey, at least I can be honest about it, and hisassessment is accurate. A great Palm Beach lawyer called me a reversetornado—Ibuildeverythinginmypath,insteadofdestroyingit.

RobincomesintotellmethecopiesIwantaredelayedbecauseourcopymachine is on the blink again. I can’t believe it. With all the amazinginventionsoftoday,can’ttheydesignacopymachinethatwon’tbreakdownevery threeminutes?This isone thing that canmakeme losemy temper. IpersonallycallPeteStrada,ourdirectorofpurchasing,andaskhimwhentheleaseisuponthisterriblemachine.Iwantitoutofhere.

10:00A.M.NormacomesinandwegoovertheeventI’mhostingwithHeidi Klum and Jonathan Tisch for the Elizabeth Glaser Pediatric AIDSFoundation. Itwill be held at Sotheby’s nextmonth.We also discuss someinterviewrequestsandinvitations,seeingifandhowwecanfitthemintomyschedule.Everyweekwethinkthatweekcan’tbetopped,thenthenextweekisevenmorehectic,sowhat’shappenedis thatourstaminahas increased. Iam much busier now than I have ever been. That’s one reason I don’tcomplainmuch.Iliterallydon’thavetimeto.

I takea call fromTonySenecal, theheadbutler andhistorianatMar-a-Lago.ThisguyisterrificandagreatassettoMar-a-Lago.Hefillsmeinonthelatest,andI’mgladhehasX-rayvisionwhenitcomestodetails.

Jean-GeorgesVongerichtencallsin.Inadditiontobeingageniuswhenitcomestofood,he’salsoavisionary.He’sacelebrity inhisownright,butIcantellyouthatwhatreallymatters tohimiscooking—andwhenyouvisitanyofhisrestaurants,you’llfindoutwhatImean.

10:30A.M.TinaBrown,ofpublishingfame,calls.Weweren’talwaysonsuchgood terms,butweputourdifferencesaside. I enjoy talkingwithher.She’squickandinsightful.

I askGeorge Ross andCarolynKepcher to come in. I’ve decided theyshouldplay themselves in pivotal roles onTheApprentice.Theyboth agree

anddonotseemputoutatall.Therewon’tbeanyactinginvolved,becausetothemitwillbeanotherdayonthejob.Maybealongerdayonthejob,butjustanotherday.Totalpros.

ItakeacallfromJimDowd,seniorpressmanageratNBC,regardingTheApprentice,andonefromJayBienstock,aproduceronTheApprentice.Bothguysknowexactlywhatthey’redoing,whichisarelieftome.ThenIyellatsome contractors for awhile. It’s too boring to tell you about this, but it’ssomething that is absolutely necessary in real estate development andconstruction.Ispendmuchofmydaysdoingthis.

ItakeacallfromEliotSpitzer,theNewYorkStateattorneygeneral.Heisonesmartguy,whohasanevenmorebrilliantfutureaheadofhim.Heisjustamazing!

11:00A.M.Igodowntothelargeconferenceroomtoseesomeplansfora possible new development. Charlie, Russell, Jill, and Don Jr., mydevelopmentteam,gooverthemwithme.Thiscouldbeago,butI’llhavetothinkaboutitabitmore.Idon’thaveaformulaformakingdecisions—eachsituationisunique,andIallowmyassessmenttobeequallyunique,withnotimeconstraints.Whenit’sright,itwillberight.Imayhavethereputationofbeingbrash,but I amvery restrained in regard tomakingdecisions.Peopledon’tseetheprocess—theyonlyseetheresults.

11:30A.M.IreturnninecallsandrealizeI’mlookingforwardtohavinglunchatthegolfclubandaroundofgolfwithBillClinton,DavidGranger,andAlfons.It’sabeautifulday,andIlovecheckingoutthecourse.That’sonereasonIdon’tfeeltooguiltyabouttakingaFridayafternoonoff—I’llstillbeworking.

SomeonesendsinabigboxofGodivachocolates.Thiswillbetough,butI’lljustlookatthemforawhileandthenputthemoutsideformystaff.WhosaysI’mnotaniceguy?DittoforthoseBelgiantruffles.Lifecanbetough.

12:00P.M. IaskGeorgeRoss tocomein,andwegooverafewthings.Georgebringsthewordlaconictolife.Fiveminuteswithhimequalsonehourwithyouraveragelawyer.

12:05P.M.IdecidetocallMikeDonovan.Iwanttoseehowtheworkisgoingonmy727.Hesaysitwillbereadynextweek,whichisgoodnews,asIwanttovisitmygolfcourseinCalifornia.

12:15P.M.MarkBurnettandhistwoproducers,JayBienstockandKevinHarris,comeinforameeting,togoovertheassignmentstobegiventothesixteencandidatesonTheApprentice.Thisisaninterestingprocess.Wewanttomakesurethateachassignmenthasapurposebeyondentertainment.Theseguysarenotonlynice,they’reintelligent.Ireallyfeelthey’vegottheirbasescovered.AnyapprehensionsIhadabouttheTVshowhaveevaporated.

12:45P.M.Igothroughtwenty-sevenrequests,includinginvitationsfromNorway,Peru,and India.Norma tellsme I shouldview thevideomade for

TrumpParkAvenuebeforeI leave,whichhassomebeautifulfootage.It’sagreatvideo.

1:00P.M.IcollectmypapersandfaxesandaskRhonatocalltheelevatorandtotellEddietohavethecarreadyinfifteenminutes.

I make my exit. It’s been a great week. I just hope the car is ready.Otherwise,Eddie’sinforit—bigtime.

Here I am with Mark Burnett, creator ofThe Apprentice,and JeffZucker,presidentofNBCEntertainment.

PrimeTimeOver thepast fewyears,sincerealityshowscameintovogue, television

networkshavebeen trying to getme to do one. They approachedmewithoffers for substantial amounts of money, but the concept was alwayspredictable. Theywanted to followme aroundwith cameras,watchingmemakedeals,brushmyteeth,and,mostcertainly,combmyhair.Noneofthisappealedtomeatall.

One day, I was approached by the head of CBS Entertainment, LesMoonves,whowanted to broadcast the live finale of the hit seriesSurvivorfromWollman Rink in Central Park, which I control through a long-termlease. It sounded likeagreat idea tome,especiallywhen they toldme theywere going to build a jungle to replicate the one in which theSurvivorcontestantshadbeenliving.

WhenIarrivedatWollmanRinkthatnight,Iwasamazedtoseewhattheyhadbeenabletodo.Theyhadtransformedacityskatingrinkintoanexoticwildlife scene.As Iwas heading towardmy seat, an attractive youngmanapproached me and said, Hi, Mr. Trump, I’m Mark Burnett and I’m thecreatorofSurvivor.

Isaid,Mark,youdon’thave to tellmethat.Everybodyknowswhoyouare,butit’sreallynicetomeetyou.

Hesaid,Youknow,Mr.Trump,IhaveanideaandI’dlovetoseeyouatyourearliestpossibleconvenience.

A week later, he came to my office. Before he got to his formalpresentation,hedidwhatanysmartentrepreneurwoulddo:Hemadesureheestablishedaconnectionwithme.

Hedid this by tellingme that I’magenius.Somepeoplemay considersuch flattery excessive, but when you’re on the receiving end, it’s usuallyokay.

Inthemostpassionateterms,hetoldmehow,fifteenyearsago,whenhewassellingshirtsonVeniceBeachandbarelymakingaliving,hehadreadacopyofTheArtoftheDeal.Hesaidithadchangedhislife.

Ifthat’sso,Isaid,whyhaven’tyougivenmetwentypercent?Helaughedheartily.Iknewhewassettingthetable,buthewassettingit

brilliantly.Iwasimpressed.ThenhetoldmehisideaforTheApprentice—aseriessetinthejungleof

NewYorkCity,thetoughestjungleofthemall,wherepeopleteareachotherapartjusttogetaninchaheadofthecompetition.

Hisideawasterrific:Havesixteenpeoplecompeteinatelevisedthirteen-week job interview, where the winner gets to become my apprentice.Whoeverwonwouldgetasix-figurejobatTheTrumpOrganizationforoneyear—maybelonger,ifheorshewasworthit.

WhatappealedtomemostwasthatthepremiseofTheApprenticewouldbeeducationaltoviewers.Peoplewouldbeabletoseehowtherealbusinessworldworksandwhat it takes tosurviveinit—ortoevenhaveachancetosurviveinit.

IaskedMarkwhatkindofatimecommitmenthewouldneedfromme.Mark’swords,whichIwillneverforgetandwillalwaysremindhimof,

were: Donald, believe me, the most time we would need is three hours aweek.

IcanaffectionatelysaythatIwasarealschmuckforbelievingthatline.The first few episodes took about thirty hours each.But it turned out I

didn’t mind. As time went by, I started to realize that this show could bereallybig,andIwantedtodevotethekindoftimetoitthatMarkneededmetogive.

When we pitched the project to the top networks for bids, everyonewantedit.Theylovedtheconcept.WechoseNBC,whichalsobroadcastsmyMissUniverse,MissUSA,andMissTeenUSApageants, so itwasaquickand easy deal.Neither side had to be convinced of anything, and from thevery firstmeeting, the relationship has been a strong one. BobWright, thechairmanofNBC,andJeffZucker,presidentofNBCEntertainment,arethebest in the business. They worked hard to promote the show and wererewarded with rave reviews and the best ratings of any new show of theseason.Iknowthissoundsliketypicalshowbizhype,butit’salltrue.

Once I got used to the time commitment, working on the show camenaturally,because,ineffect,whatIdoonTheApprenticeiswhatIdoinlife:Ihirepeople.Ifirepeople.Imakethingswork.

One ofmy favorite aspects of the show are the dramatic entrances andexitsIgettomake—fromlimousinesandplanes,orintotheboardroom.It’sgoodtobetheCEO,andit’sevenbettertobetheCEOonnationalTV.Itwasalso great to enlist the services of special guest stars such as GeorgeSteinbrennerandDonnyDeutsch,thebestadvertisingmaninthebusiness,aswellasRegis,ofcourse.

Whenweannouncedtheshowtothemediainoneofthemostpublicizedjoblistingsinrecentmemory, thereactionwas instantandhuge.In thefirstweek,we receivedover86,000websitehits.Over70,000applicationswere

downloaded—the first one from Hamburg, Germany. The tally reached215,000beforewefinallystoppedcounting.Thismighthavebeenthebiggestjobapplicationinhistory.

Fortunately, Mark and his team knew what they were doing. Afterreviewing the twelve-page applications and videotapes required ofprospective contestants, ten casting directors and five assistant castingdirectors studide thematerials further, narrowing the field to those deemedstrongpossibilities.

TheApprenticeauditionsinAugust2003.I’mgreetingthesebravepeopleinfrontofTrumpTower.

Theirscreeningprocesswascomprehensiveandthorough.Inthespiritoffairness,opencallswereheld in tenmajorU.S.cities.Tensof thousandsofpeopleshowedup.InNewYorkCity,atTrumpTower,thosethousandsstoodin the pouring rain for hours just to get a few moments of consideration.Obviously, most of them didn’t make it, but they’ve got what it takes tosucceedbecausethey’vegotthegutstogoforit.

Seeingtheirenthusiasmreallyrevvedmeupfortheshow.Italsobowledmeover.Ithoughttomyself,Allthesepeoplewanttoworkfor

me? Itwas incredibly flattering.Thenagain, Idoubt thosepeopleknewwhat they might have been getting themselves into. I heard through thegrapevineatmyoffice,ononeparticularly roughday, that thenameforTheApprentice competitors who didn’t win spots on the showwas The LuckyFifteen.

There were some amusing moments before we began taping. MarkBurnettbroughthisadoringfather,Archibald,tovisitoneday.Aftermeetingme, he said, You’re much more handsome in person than I would havethought. Maybe you don’t photograph so well. Good luck with the show.MarkquicklyinterjectedthathisfatherwasfromScotlandandtendedtobeonthebluntside.Ithinkhe’sterrific.

Markisalotoffuntobearound—theBritishequivalentofaGreenBeret.Hehasno fearand tremendouspositive energy,which ismy ideaof a greatleader.We’rebothbigNeilYoungfans,soonenight,ItookhimtoaconcertattheTajMajalinAtlanticCityandintroducedhimtoNeilbackstage.ThenwewenttoNaomiCampbell’spartyinNewYorkCity.

IalwaysmadeapointofmentioningSurvivorwhenIintroducedMarktopeople,butlaterIrealizedIwasgettingsomeconfusedlookswhenIdidit,particularlyfromaChinesepokerwinnerwemetattheTajMajal.IttookmeamomenttofigureoutthatSurvivorprobablyisn’tonTVinChina.ThepokerwinnerthoughtMarkwasacancersurvivoranddidn’tknowwhattosay.

WhenthecrewoftheshowfirstappearedatTrumpTower,theycreatedabitofabuzz.Ourordinaryroutinewasalteredbyjusttheirpresence.Itwasunusualtoseeallofthosecameras.Butwithinacoupleofweeks,itbecame

part of the routine. JayBienstock andKevinHarris, twoofMarkBurnett’sproducers, became fixtures of our organization. Then NBC executive JimDowdbecamearegular.Ifanything,itwaswhentheyweren’taroundthatitseemed like somethingwas amiss. Theywere never an imposition, andweevenmissedthemwhentapingwasover.

UnlikeascriptedmovieorTVshow,TheApprentice thatyouhaveseenonNBCisprettymuchtheway itwasbehind thescenes.That’s the idea—behindthescenesisinfrontofyoureyes.Rightaway,Icanhearyousaying,Butweheardtheboardroomwasaset,andnotyourboardroomatall.That’strue, but the only reasonwebuilt another boardroomwas becausemyownboardroomatTheTrumpOrganization is inconstantuse,andhavingafilmcrewiniteveryweekforseveralmonthswouldhavedisruptedmybusiness.SowebuiltareplicaonthefourthfloorofTrumpTower.ThereceptionareawasalsobuilttherebecausethecomingsandgoingsofthesixteenapprenticesandaTVproductioncrewwouldhavebeenadisturbance toouremployeesandourguests,someofwhommaynothavebeenexpectingaclose-up.

ThesetwasbuiltinTrumpTowersoIcouldtakeanelevatorandbetherein fewer than two minutes. My regular business schedule is hectic, sotravelingtoandfromanoff-sitelocationcouldhavecausedproblems.Usingthespacewehadon-siteprovedtobeagooddecision.

Thelivingquartersforthesixteenapplicantswerealsobuiltonthefourthfloor,andtheequipmentnecessaryforfilmingwasinstalledthere.Itwasanamazing setup, with sound rooms, tech rooms, lights, cameras, and whatseemedlikemilesofcables.WhenIfirstsawitall,Irealizedtheimmensityof the preparations that went into this show, with designers, decorators,technicians,assistants,producers,anddirectorsallworkinglikemad.Atanypoint, there could be twenty-eight cameras going at once. This was a bigoperation.

One day after seeing this, I paused silently for a moment.What if theshowwasaflop?Allthiswork,allthisenergy...well,itjusthadtowork.AndIwasdeterminedtodomybesttomakeitahit.

The reassuring thingwas that I didn’t have to act. That gaveme somecomfort.MarkBurnett toldme thatmyvalue to the showwouldbe in justbeingmyself.Istheresuchathingasactinglikeyourself?Idon’tknow,butItrynottothinkaboutit.I’mjustmyself.

Ididn’thavetoreadanyscriptsorlearnanylines.Despitehavingagreatmemory,Idon’thavetimefor that,anyway.Markwouldappriisemeof theassignmentsfortheapplicantseachweekandwe’dgofromthere.Ienjoyedthe spontaneity of the process, because we don’t rehearse episodes in ourdailybusinesslife.Whathappens,happens.

Whatwenton in theboardroomor anywhere elsewasnot fabricated inanyway. If it seemed dramatic, that’s because businessis dramatic. There’s

nothing boring about it. There’s nothing passive about it, either—even forviewer.

Seeing the eagerness and anticipation of the sixteenwinning applicantswas a rush in itself. I never used the word contestants in describing them,because thiswasnotagame.Peoplewho think their jobsareagamearen’tpeople I want to have around. A lot of these people already had lucrativepositions or businesses of their own, so theyweren’t in itmerely for someprizemoney.Wemade sure theywere all serious about learning somethingnotonlyaftertheprocessbutduringit.Thisalsoensuredthateachapplicantwouldbeawinner,nomatterwhat theoutcomeof theirquest turnedout tobe.Howmanyotherrealityshowshaveyouseenthathasonlywinners?ThatwasanotherreasonTheApprenticewassoappealing tome.Therewouldbenolosersinthiswin-winsituation.Mykindofshow.

Iknowwhatyou’rethinking.Butyoufiredfifteenpeople!Yeah,butlookwhattheygottodo.Lookwhattheygottosee.Lookwhattheylearned.

Allofthetasksrequiredofmywould-beapprenticesrequirednegotiationskills of one type or another. I was particularly interested in the way theapplicantsapproachedthetaskofachievingmaximumsavingsfromalistofitems we told them to buy. Items ranged in value from $10 to $550. Thehighest-ticket item thatd could be discounted was a luxury golf club, aCallawaydriver.Thewinning teamhomed inon this item.The losersspenttheirtimetryingtobuygold,arelativelyfixed-pricecommodity.Thewinningteamlearnedanessentiallessoninnegotiationandbusiness:Ifyouwinonthebigpoint,youdon’tsweattheminorones.

ThesixteenapplicantsquicklybecamepeopleIlikedandcaredabout—inthewayabosscaresabouthisemployees.Theywerealldynamicindividualswithalotontheball.Itwasn’teasytofireanyofthem.

HeidiBressler,30,anaccountexecutivefromPhiladelphia,Pennsylvania.Heidiisstrong,andshekeptherobjectivesinfocusinherdealings.Sheusedher account executive background to her advantage in keeping herselfbalanced.

JasonCuris,24, a real estate entrepreneur fromDetroit,Michigan. Jasonhasa loton theball,buthe’syounganda little rash.For thoseofyouwhomissed the episode, Jason cut me off, in mid-sentence, in the boardroom.Younever interrupt theboss inameeting.Younever interrupt the client in ameeting,either.Buthewillcontinuetolearnandachieve.

Katrina Campins,24, a real estate broker from Coral Gables, Florida.Katrinaisveryaccomplishedalreadyasabroker,whichisadifferentscenariofrom that of being the president of a company. I think shewill continue toproveherself inher field,possiblybecominganentrepreneur.Shewillbeasuccessinlife.

David Gould,31, a health care venture capitalist from New York City.

Davidhasanexceptionaleducationalbackground,withbothanMBAandanMD, but business is not yet his forte.He surprisedme in the first episodewhen he said salesmanship was not one of his skills. Why volunteer anydeficiency?Hewasthefirsttobefired.

Jessie Conners,21, owner of a chiropractic marketing and managementcompanyfromNewRichmond,Wisconsin.Jessiewasaninterestingmixtureof sophistication and innocence. She competed like an experienced player,thendidherselfinbytakingunnecessaryabusefromacolleague.You’vegottofightbackifyouwanttobesuccessfulinbusiness.Butdon’tunderestimateher.

Bowie Hogg,25, an account executive at FedEx, from Dallas, Texas.Bowiehasgreatdetermination,butwhenitcametoselling,hefellshort.Helearnedalot,andI’mconfidenthe’llbesuccessfulinhiscareer.

Kristi Frank,30, a real estate broker and restaurant owner fromBelAir,California.Kristiknowsalotabouttherealworldinmanyways,duetoherbusinessexperience,butherfailure tostandupforherselfshoweda lackofonehundredpercentfocusonherimmediategoal.Shewilldowellforherselfifshefocusesmore.

KwameJackson,29,aHarvardMBAandinvestmentmanageratGoldmanSachs,fromNewYorkCity.Heissmoothandcollected,andwilldowhatisnecessary to succeed. Kwame raised some eyebrows when he signedbasketballs at PlanetHollywood, implicitly suggesting to customers that hewasfamous.Wasitunethical?Whenyou’redesperate,yousometimeshavetopushtheenvelope.Kwamewasonadesperatelyfailingteam.His judgmentwasn’tadmirable,butIdon’tthinkhecrossedtheline:Hewassupportinghisteammembers.

AmyHenry,30, amanager at ahigh-tech start-up inAustin,Texas,whoownedmillionsofdollarsinoptionsandlostitallinthedot-combust.Amyisextremelybrightandhasgreatspirit,teamandotherwise.Idon’tthinkmuchcangetherdown,andshewillexcel.

TroyMcClain,32,amortgagelenderintheinsurancebusinessandarealestate developer, from Boise, Idaho. Troy is optimistic and realistic at thesametime.It’sagreatcombination,andIexpecthimtodobigthings.Plusittakes a braveman to have his legswaxed. That showedme howmuch hereallywantedthejob.

Tammy Lee,36, a stockbroker at Merrill Lynch in Seattle,Washington.Tammy’sexperiencegivesherarealisticviewoftheworld.Shewatchesoutfor herself and keeps her goals clear. Her strength is one of her greatestattributes,anditwillhelpherthroughouthercareer.

Bill Rancic,32, founder of cigarsaroundtheworld.com, which he startedfromhisstudioapartmentinChicago,Illinois,andturnedintoamultimillion-dollarbusiness.Billisagoodguywithagreatfutureandhasalreadyproven

hisentrepreneurialskills.He’sacarefulthinker,seriousabouthisendeavors,andagoodbettoachievetheresultsheseeks.

Omarosa Manigault-Stallworth,29, a political consultant fromWashington, D.C., who worked in the Clinton-Gore administration. LikeMadonna,sheneedsonlyafirstname.Omarosaisthemostarticulateofthegroup.She’sgota lotof fight inherandself-confidence thatwill serveherwell.Ifshe’dbeenworkingonGore’spresidentialcampaign,hewouldhavewon.

SamSolovey,27, cofounder of an Internetmedia company, fromChevyChase,Maryland.Helastedonlyuntilthethirdepisode,buteventhatseemedlikeaneternitytosomeviewers.SamwasthesmartestannoyingcharacteronTV since Howard Cosell. He is likely to either take a company down inflames or create an IBM. I think he’s got a lot of talent, and as long as helearns how to use it correctly he will do great things. I can’t believe heproposedmarriageonTV.Hisfuturewifelooksgreat,butheforgottoaskfortheprenup,andIhopehewon’teverneedone.

ErekaVitrini,27, a globalmarketingmanager forClinique,who learnedherbusinessskillsworkinginherfamily’spizzeriainNewYorkCity.Erekahasterrificspiritandagoodamountoffortitude.She’snotafraidtovoiceheropinions,andthat’scrucial.

Nick Warnock,27, a salesman for Xerox who launched an Italian icebusiness inBayonne,New Jersey, and now lives inLosAngeles.Nick is asavvyguywhotriestocoverhisbases.Heisindustriousbutneedstofocusonexactlywhatisgoingonaroundhim.Histenacitywillseehimthrough.

OceanofPDF.com

HowToGetRichTheywereallgreat,evenSam.WhatIfoundinterestingwastheshifting

dynamic of the group and their interplay, with its changing patterns andalliances.That’sthewaybusinessteamsfunction.

As everyone saw, the women dominated the men at first, and it madesomepeoplewonderwhetherwomenaresuperioratbusiness.Ibelievewe’reall equal, except in one respect:Women still have to try harder, and theyknowit.Theywilldowhattheyhavetodotogetthejobdoneandwillnotnecessarilybedemureaboutit.

AlotofpeopleweresurprisedwhenIdecidedtolecturethewomenabouttheway theywereusing their sexappeal.Theyused it successfully at first,butIknewthatwouldnotalwaysbe thecase. Itworks,andthenitdoesn’t,andIdidn’twantthemtofallintoatrap.

All the women onThe Apprentice flirted with me—consciously orunconsciously. That’s to be expected. A sexual dynamic is always pres-entbetweenpeople,unlessyouareasexual.

AsaresultofTheApprentice,severalofmyesteemedcolleaguesatTheTrumpOrganizationhave becomeTV stars. Iwas joined in the boardroomevery week by George Ross and Carolyn Kepcher. They did forTheApprenticewhat theydoformeeveryday—payattentiontothedetails, seethe big picture, and give me excellent advice.When I told them I wantedthem to appear on the show with me, unscripted and unrehearsed, theyapproached it just like any other job assignment, with thoroughprofessionalism and astute attention, and they came across as authenticbecauseofthat.

At Planet Hollywood in Times Square with George Ross and CarolynKepcher.

IchoseCarolyn,anexecutivevicepresidentandthedirectorofoneofmylargestproperties,becauseshe’sshownalotofsmartsovertheyears.George,anexecutivevicepresidentandseniorcounsel, isa shrewd, toughguywithbrains—hedoesn’tputupwithnonsensefromanyone.

My executive assistants Rhona Graff and Robin Himmler are alsofeaturedregularly,andeventhoughtheyhavehigh-stressjobs,Ithinkyou’llagree they look anything but stressed on TV. My executives AllenWeisselberg,CharlieReiss,NormaFoerderer,andTomDowning alsomadeappearances,andBernieDiamondappearsfourtimes.WheneverImakeabighiring decision, these people are involved, so itwas only natural forme toincludetheminchoosingtheapprentice.

TheonlypersonIhadtocoaxintoappearingwasmyvicepresidentandpersonalassistant,NormaFoerderer.Sheprefersbeingthepowerbehindthethroneanddidn’twanttobeinthelimelight,butIfinallyconvincedher.

I’vebeenaskedhowmuchthesuccessofTheApprenticewillmeantomybusiness.Mypayperepisode,whilesubstantial,doesnot,forme,meanverymuch.ItisnowherenearwhatthestarsofFriendsrakein.TherealvalueisinthefreeadvertisingandpublicityTheTrumpOrganizationhasbeenreceiving.I can’t put amonetary value on that.BeforeTheApprentice, the use ofmynameonabuildingwasworthuntoldmillionsofdollars.Thatvaluesurehasnot gone down. I’m told thatThe Apprentice is the highest-rated showfeaturing a nonacting businessman in the history of television. When TVviewersthinkofbusinessinAmerica,alotofthemaregoingtobethinkingaboutTheTrumpOrganization.

We’re already at work on the second season, to premiere in the fall of2004.Forthoseofyouinterestedinapplyingandwinning,herearethefouressentialqualitiesI’mlookingforinanapprentice:

1.An outstanding personality.Someone who makes everyone feel

comfortable. No matter what you’re doing in business—selling, buying,negotiating, analyzing, or managing—this may be the most essential trait.You’vegottobeabletoconnectwiththepeopleyouencounter,everyhour,everyday.

2.Brains.Notbookbrainsalone,butstreetsmartsaswell.Thatcombination,

properlyused,isawinner.3.Creativity.The ability to see beyond the obvious, to think unpredictably

and imaginatively, to make connections others might not envision. This isperhapsthehardestqualitytodevelop—you’veeithergotitoryoudon’t.Butyoucanbecreativeindifferentways.JeffZuckerisacreativeTVexecutive.DerekJeterisacreativeshortstop.Iftheyswitchedjobs,theymightnotbeascreativeintheirvariousfields.

4.Loyaltyandtrust.Absolutelyrequiredtraits.Unlikecreativityandbrains,

anypersoncanpossessthesequalities,soifyoulackthem,youhavenoonetoblamebutyourself.

Let’s suppose, out of the hundreds of thousands of applicants, you’reselected. Let’s suppose you actually win. You become famous for fifteenminutes (or perhaps more) and bag a $250,000-a-year job at The TrumpOrganization.

Thenwhat?ItitledthisbookHowtoGetRichbecausewheneverImeetpeoplethat’s

usually thefirst thing theywant toknow.From reading thesepages, Ihopeyou’vegainedasenseofwhatittakes,howtoliveyourlifeinthewaymostlikelytoresultinavastfortune.Unlessyouwinthelotteryorhaveabonanzaatoneofmycasinos,you’renotgoingtogetrichpurelythroughluck.You’llhavetoworkforit,andI’vetriedtoshowyouhow.

Myidealgoalsaresuccesswithsignificance.That’sworthmorethanthemoney. Being paid is nice. Inmost cases, it is absolutely necessary, and agoodscorecardforsuccess,butitcertainlyisn’ttheonlyone.Ididn’tdoTheApprenticeforthemoney,eventhoughithasbeenveryprofitable.

It feels great to be in a position tomake adifference, and that’swhat ImeanwhenIsaysuccesswithsignificance.

I hopeyoubecome rich.And I hopeyouuseyour talent tomake somekindofpositivechangeinyourimmediateworld.

Whateveryourjobis,that’syourassignment.Beginnow.You’rehired.Endnotes*1have come to hate doctors. I think that, generally, they are a bunch of

money-grubbingdogs.Icantellyouaboutcountlessinstanceswhendoctorshaveruinedpeople’slives.Asanexample,apersonIamveryfondofhadafootinjurythatIbelieveshouldhavehealednaturally,butinstead,thedoctoroperatedonit,fittingpinsandplatesintothefoot.Now,afteroverayearofconvalescence,thispersonishavingahardtimewalking.Ithinkthatsuingadoctor like thiswouldqualifyasaworthwhile legalexpense. (Recently, thepatientsawthisdoctorwalkingontheveryexpensiveandchicWorthAvenueinPalmBeachandspendinglotsofmoney.)ThisisoneofmanybaddoctorsIknowof—therearetoomanyotherstoname.Ijustcan’tstandthebastards.

AcknowledgmentsThisbookcouldnothavebeenwrittenwithoutMeredithMcIver,awriter

ofmanytalents.SheservedherapprenticeshipwiththeNewYorkCityBallet,worked on Wall Street, and for the past two years has been an executiveassistantatTheTrumpOrganization,stationedatadeskoutsidemyoffice.Asyou know,my door is always open, soMeredith has heard everything, andshe’s takengoodnotes.She’sdone a remarkable jobof helpingmeputmythoughtsandexperiencesonpaper.Iamtremendouslygratefultoher.

VerylittlehappensinmyofficewithoutNormaFoerderer,whooverseesmyscheduleandhasbeeninstrumentalinkeepingthisbookprojectontrackinmanyways,especiallyinthecoordinationofthephotographs.

Iwant to thankmyeditoratRandomHouse, JonathanKarp,whoaskedmetowritethisbook.IfirstmetJonin1997,whenheeditedTheArtofthe

Comeback.Hespentalotoftimeinmyoffice,andonedayInoticedhewasstaringatthecarpetundermydesk.Finally,hesaid,Donald,what’sthedealwiththespaceheater?

Itoldhimthatmyfeetgetcold.Jon said, We’re inTrump Tower. It’syour building. Can’t you do

somethingaboutthat?It’simportanttohaveaneditorwhoasksthetoughquestions.I’malsogratefultomanyothersatRandomHousewhoworkedlongand

late hours to produce this book in record time: publisher Gina Centrello;associate publishers Anthony Ziccardi and Elizabeth McGuire; executivedirector of publicity Carol Schneider; director of publicity Thomas Perry;associatedirectorofpublicityElizabethFogarty;editorialassistantsJonathanJao(whodidanexcellentjobwiththephotos)andCaseyReivich;artdirectorGeneMydlowski;managing editorBenjaminDreyer; production chiefLisaFeuer;design director Carole Lowenstein; production manager RichardElman;productioneditorJanetWygal;copyeditorGinnyCarroll;advertisingdirectorMageeFinn;rightsdirectorsClaireTisneandRachelBernstein;andeveryoneintheRandomHousesalesforce,whichisthebestinthebusiness.

AtTheTrumpOrganization, I am surrounded by home-run, grand-slampeople: Matthew Calamari, Allen Weisselberg, George Ross, BernieDiamond,JasonGreenblatt,RhonaGraff,TonyMorace,AndyWeiss,DonJr.,Jeff,Eric,andmanymore.

Meredith McIver would like to thank Mark Burnett, Richard Casares,Steve Palitz, the Bosworth Family, George Balanchine, Alain Bernardin,ChristopheD’Astier,PeterIrigoin,andRichardIrigoin.Tomyfamily,youarethebest.ToeveryoneatTheTrumpOrganization,it’sanhonortoworkwithyou.TomyofficematesRhonaGraffandRobinHimmler,aspecialthanksforyoursupport.ToNormaFoerdererandMr.Trump,thankyoubothformakingeverydayanadventure.ToMr.Trump,youareawriter’sdelight.Iwillneverbeatalossforideas.Thankyouverymuch.

AppendixTHETRUMPORGANIZATIONPROPERTIESNEWYORK,NEWYORKTrumpTowerThecity’smostfamouscontemporarybuildinganditsthirdmost-visited

attraction (with in excess of 2.5million visitors annually), this sixty-eight-storybronzeglassandpolishedbrassstructureissituatedonFifthAvenueandFifty-sixthStreet.Completed in1983by renownedarchitectDerScutt, it isoneofthetallestresidentialbuildingsandconcretestructuresinManhattan.Italsoboasts170,000squarefeetofcommercialspaceand136,000squarefeetofretailspaceandisacenterforbusiness,ameccaofstyleandhighfashion,and an elite sanctuary to some of society’s most famous and influential

people.TrumpTowerrightafterSeptember11,2001.TrumpTower,February2004.TrumpPlace(RiversideSouth)The pièce de résistance of Donald Trump’s real estate empire, Trump

Placeisaninety-two-acrepropertyfronting theHudsonRiver thatpromisestobethemostexcitingrealestatedevelopmentinManhattansincetheturnofthecentury.InJune1994,Mr.TrumpenteredintoajointventurewithfourofthelargestHongKongrealestatedevelopmentfirms,whichhavecommitted$2.5 billion to implement this project. The project’s first five buildings arecomplete, with a sixth tower under construction. The overall project willfeaturesixteenbuildingscontaining5,700residentialunitsandmorethantwomillionsquarefeetofcommercialspace.Theconstructionofamagnificentlylandscaped twenty-five-acre public waterfront park has also enhanced thisproperty enormously by providing bicycle paths that link Battery Park inlowerManhattantoupperManhattan.

Artist’srenditionofwhatTrumpPlacewilllooklikewhencompleted.BreakinggroundatTrumpPlace.WithconstructionworkersatTrumpPlace.TrumpInternationalHotel&TowerThis fifty-two-story mixed-use structure comprises a superluxury hotel,

residentialtower,andworld-famousrestaurant(Jean-Georges).Locatedatthecrossroads ofManhattan’sWest Side on Central ParkWest and ColumbusCircle, it was designed by the renowned architect Philip Johnson andcompleted in 1997. Trump International has broken all records to date,becomingoneof themost successful condominium towers everbuilt in theUnitedStatesandpioneeringtheconceptofacondominiumhotel.ThehotelachievedMobilFive-Starstatusinitsveryfirstyearofoperation.

TrumpInternationalHotel&Tower.TrumpParcSoldoutsince itscompletion inJanuary1988,TrumpParc isanelegant

condominium located on Central Park South. Trump Parc’s 347 residentialunits provide stunning views ofManhattan’s skyline from river to river, aswellasunobstructedviewsofCentralPark.

TrumpParkAvenueIn 2002, Mr. Trump purchased the fabled Delmonico Hotel, located at

Fifty-ninthStreetandParkAvenue.Itisnowbeingdeveloped,inpartnershipwithGeneralElectric,intoastate-of-the-artluxuryhigh-risecondominium.

TrumpParkAvenueatFifty-ninthStreetandParkAvenue.TrumpPlazaThisluxuriousUpperEastSidecooperative,completedin1984,combines

175 residential units with numerous boutiques and privately owned

apartments,eachwithitsownprivateterrace.TrumpPalaceWithamajesticfacadethatcommandsanentireblockofThirdAvenueon

the tonyUpperEastSide ofManhattan, this 283-unit luxury condominium,completedin1991,isdistinguishedbyanilluminatedspirethathasbecomeadistinctivelandmarkintheNewYorkCityskyline.

610ParkAvenueTheTrumpOrganization,inpartnershipwithColonyCapital,restoredthe

formerMayfairHotel into luxurious residential condominiums. Situated onNewYork’smostprestigiousavenue,610Parkresidentsenjoytheultimateinservices,includinggreatdininginthelegendaryfour-starRestaurantDaniel.They also have the convenience of the world’s most exclusive shops,restaurants,andmuseumsnearby.

TheTrumpWorldTowerAtninetystories,thisisthetallestresidentialbuildingintheworldandis

uniquelylocatedacrossfromtheUnitedNationsheadquarters.Inadditiontoitsprimelocationandimpressiveviewsofthecity,thebuildingcontains376units, with a state-of-the-art spa and fitness center, a world-class cocktaillounge,and,withinthenearfuture,aglamorousrestaurant.ThebuildingwasnamedBestResidentialBuildingintheWorldbytheInternationalRealEstateFederationin2003.

TheTrumpWorldTowerattheUnitedNationsPlaza.TheTrumpBuildingat40WallStreetTheTrumpBuildingstandsproudlyinthecenterofNewYork’sFinancial

District, near the New York Stock Exchange. Originally built in 1930, thebuildingstandsseventy-twostorieshighandoffersavast1.3millionsquarefeetof interiorspace.UnderMr.Trump’sownership, ithasbeenrestored toallthemajestyandsplendoritoncepossessed.

TrumpPageantsInauniquedeparturefromhisforaysintorealestate,Mr.Trumpandthe

NBCnetworkentered into a partnership for ownership andbroadcast rightsfor the three largest beauty competitions in the world: the Miss Universe,MissUSA,andMissTeenUSApageants.

TrumpModelManagementDevelopedbyMr.Trump,TrumpModelManagementisamodelingand

talentagency. It ismanagedby the industry’s seasonedmovers and shakersand represents some of themost beautiful faces and exciting talents in theworld.ItisoneofthetenbestmodelingagenciesinManhattan.

WollmanSkatingRinkLocated in themiddle ofCentral Park,with incomparable views of the

NewYorkCityskyline, thisisaworld-class(andworld-famous)iceskatingrinkmanagedbyTheTrumpOrganization.

BEDFORD,NEWYORKSevenSpringsThis lush 215-acre estate is the former home of Katharine Graham,

publisher ofThe Washington Post. The magnificent forty-thousand-square-footGeorgianmansionwasdesignedbycelebratedarchitectCharlesPlattin1917andincludesasmallerhousecalledNonesuch,aswellastwocottages,aten-cargarage,agreenhouse,andbarns.Mr.Trumpiscurrentlyworkingwitha teamof international specialists todesign aworld-classgolf course,club,andspaonthismagnificentproperty.

BRIARCLIFFMANOR,NEWYORKTrumpNationalGolfClubNestled among the hills and valleys of beautiful Westchester County,

TrumpNationalGolfClubisaworld-classclubthatboastsa7,200-yard,par-72 coursedesignedbyoneof the leading golf course architects, JimFazio.Currentlyunderconstructiononthe207-acrepropertyareeighty-sevenluxurygolfvillasandmid-risecondominiumbuildings.

BEDMINSTER,NEWJERSEYTrumpNationalGolfClub,BedminsterIn 2002, Mr. Trump purchased Lamington Farm, in the heart of New

Jerseyhorsecountry,once thehomeof automaker JohnDeLorean.Work iscurrently under way to build a world-class golf course, designed by TomFazio,alongwithfifteenresidentialsupermansions.Additionalplansforthismagnificent 525-acre property include a pool, tennis courts, and convertingthetwenty-thousand-square-footGeorgian-stylemainhouseintoaspectacularclubhouse.

LOSANGELES,CALIFORNIATrumpNationalGolfClub,LosAngelesIn 2002 Mr. Trump also purchased the Ocean Trails Golf Course, a

magnificent property that fronts the Pacific Ocean for almost two miles.DesignedbylegendarygolfcoursearchitectPeteDye,itisbeingrefurbishedandupgradedbyMr.Trumptotheworld-classstandardsofhisothercourses.Luxury estate homes are also being planned for construction on the three-hundred-acreproperty.

MIAMIBEACH,FLORIDATrumpGrandeOceanResortandResidencesMr. Trump has entered into a partnership with Dezer Properties for an

oceanfront development located between Bal Harbour and Aventura. Uponcompletion, this project will contain three buildings on eleven acres andnearly one thousand linear feet of uninterrupted beachfront. The TrumpInternational Beach Resort was completed in April 2003, with 372 hotelcondominiumunits, ballrooms, a state-of-the-art business center and twentythousand square feet ofmeeting rooms.Currently under construction is the

fifty-five-story Trump Palace, a residential condominium tower with 267units.ConstructionofthethirdresidentialcondominiumcalledTrumpRoyaleis expected to start in the fall of 2004. These buildings are the tallestresidentialtowersinSouthFlorida.

ATLANTICCITY,NEWJERSEYTrumpTajMahalCasinoResortThe most luxurious casino-hotel ever built, the Taj Mahal is Atlantic

City’sforemostgamingfacility.OpenedonApril2,1990,ithasbeenawardedtheprestigiousMobilFiveStarawardandtheAAAFiveDiamondaward.Ithas 125,000 square feet of casino space, making it the largest casino inAtlantic City, as well as 1,250 guest rooms, including 237 exotic suites,elevenrestaurants,sixlounges,144,000squarefeetofconventionspace,andthe sixty-three-thousand-square-foot Mark G. Etess Arena, which seats sixthousand.

TrumpPlazaHotelandCasinoDonaldTrump’sfirstforayintogaming,TrumpPlazaisafive-star,five-

diamondcasino-hotel located onAtlanticCity’s famedBoardwalk, adjacentto the Convention Center. This thirty-one-story, 557-room luxury propertyfeatures sixty thousand square feet of casino space, eleven restaurants, fourlounges, and the 750-seat Cabaret Theatre. It has received worldwiderecognition as a favored venue to such mega-events as the WorldHeavyweightBoxingChampionships.

TrumpMarinaFormerlyTrump’sCastle, thenewly renovatedTrumpMarina is located

onthebeautifulAtlanticCityMarinawaterway.ItisaMobilFourStarcasinohotel. Its twenty-six-story hotel tower contains 725 guest rooms, while theprincipalpublicareaprovidesfifty-threethousandsquarefeetofconventionandexhibitspace,ninerestaurants,twolounges,andseventythousandsquarefeetofcasinospace.

BUFFINGTON,INDIANATrumpCasinoThis elegant casino-yacht, which opened in June of 1996, is nestled in

Buffington Harbor, Indiana, just outside of Chicago. Donald Trump’s firstgamingventureoutsideofAtlanticCity,itisthelargestfloatingriverboatintheworldatanastounding290squarefeetlongand76feetwide.

PALMSPRINGS,CALIFORNIATrump29CasinoIn 2002, Mr. Trump entered into an agreement with the Twenty-Nine

PalmsBandofLuisenoMissionIndianstomanagetheTrump29Casino,hisfirstforayintogamingontheWestCoast.

TheMar-a-LagoClub,PalmBeach,Florida.PALMBEACH,FLORIDA

TheMar-a-LagoClubThis famous and historic twenty-acrewaterfront estate, formerly owned

byMarjorieMerriweather Post and E. F. Hutton, was acquired by DonaldTrumpin1985.DesignedbytherenownedViennesearchitectJosephUrban,Mar-a-Lagowas designated aNationalLandmark by theNationalTrust forHistoricPreservationin1972.Itistheonlypropertytoreceivethisdistinctionin the stateofFlorida. Itwas convertedbyMr.Trump in1995 to aprivateultra-luxury club that features a world-class spa, renowned dining, tennis,pool,andprivatebeach.Theclubalsofunctionsasan internationalmeetingplaceforworldleadersingovernment,finance,business,andtheperformingandfinearts.In2003,Mar-a-LagowasnamedbytheAmericanAcademyofHospitalitySciencesasthebestprivateclubintheworld.

TrumpInternationalGolfClubDesigned by the esteemed golf course architect Jim Fazio, Trump

InternationalwasopenedinNovember1999andisalreadyalandmarkcoursethatfeatureswaterfallsandlandscapesuniquetothestateofFlorida.In2002,itwaspresentedwiththeFiveStarDiamondAwardforachievingthehigheststandards for the greatest golf course in Florida. A spectacular fifty-five-thousand-square-footclubhousewasalsobuiltandbasedontheMoorishstyleoftheMar-a-LagoClub.

CHICAGO,ILLINOISTrumpInternationalHotelandTower,ChicagoMr. Trump entered into a joint-venture agreement with Hollinger

International, Inc., owner of theChicago Sun-Times newspaper, to build aluxury,mixed-usedevelopmentonthesiteofthecurrentSun-Timesbuilding.Located along the Chicago River, the proposed ninety-story, glass curtain–wallbuildinghasbeendesignedbytheworld-renownedarchitecturalfirmofSkidmore Owings and Merrill (SOM). The building will containapproximately 2.2 million square feet, with 470 residential condominiumunitsand200hotelcondominiumunits,inadditionto125,000squarefeetofretail space, more than a thousand parking spaces, and retail shops andrestaurants, along a three-story river walk. Residential and hotelcondominiumsalescommencedinSeptember2003,anditisanticipatedthattheprojectwillbecompletedin2007asthefourth-tallestbuildinginChicagoandoneofthemostluxuriousbuildingsintheworld.

INTERNATIONALTRUMPPROPERTYDESCRIPTIONSTrumpWorldI,II,andIII,Seoul,KoreaMr. Trump and his Korean partners have built three superluxury,

residential high-rise buildings in the heart of Seoul, showcasing the bestfinishes,amenities,andservices.Mr.Trumpandhispartnersarenowbuildinga magnificent four-building complex in Busan, Korea, known as TrumpWorldCentum,whichwillincludemorethanfivehundredresidentialunits.

TrumpIslandVillasatCanouanIsland,theGrenadinesThe Trump Organization has joined with an Italian financier, Raffles

Hotels, American Airlines, and the Moorings Yacht Charters to create aluxury resort and residential community on 1,200 acres of this Caribbeanisland,locatedneartheprestigiousislandofMustique.TheresortwillopeninJune2004andwillcontainaTrumpInternationalGolfClub.Ultimately,theislandwill feature135villasconsistingofcustom-designedestatehomes togolfvillas.

FUTUREDEVELOPMENTSTrumpInternationalHotelandTower,PhoenixThistwo-buildingprojectonEastCamelbackRoadbetweenPhoenixand

Scottsdale(acrossfromthefamedBiltmoreHotelandResort)will includeacondominiumhotelandresidences.Situatednearsomeofthemostexpensivecommercialrentalsinthearea,theprojectmaycontainsmallretailandofficecomponents.Thedesignsand relativesizesof thecomponents are currentlybeingdeveloped.Theprojectisscheduledtobeginsalesinthethirdquarterof2004.

TrumpInternationalBeachClub,FortLauderdaleLocatedonAIAinFortLauderdale,thissuperexclusiveTrumphotelwill

be situated halfway between chic South Beach and legendary PalmBeach.The designs and relative sizes of the components are currently beingdeveloped.Salesforthisprojectarescheduledtobegininthesecondquarterof2004.

VillaTrumpInternationalGolfClub,Itatiba,BrazilLocated just outsideofSãoPaulo, it includes150golf villas, a twenty-

seven-hole Jack Nicklaus signature golf course, a Cipriani boutique hotel,twelve tennis courts, 350 residential lots, a Jack Nicklaus golf academy, aclubhouse, and an events center. It contains 1,659 acres, 800 of which areundeveloped.

BehindtheScenesatTheTrumpOrganizationABOUTTHEAUTHORSDONALDJ.TRUMPistheverydefinitionoftheAmericansuccessstory,

continually setting standards of excellence while expanding his interests inreal estate, gaming, sports, and entertainment. In 2003, he partnered withNBCandexecutiveproducerMarkBurnettonTheApprentice,whichbecameasmashhit,thehighest-rateddebutoftheseason.Heandthenetworkarealsopartners in the ownership and broadcast rights for the three largest beautycompetitionsintheworld.

In New York City, the Trump signature is synonymous with the mostprestigious addresses, including the renowned Trump Tower, the TrumpInternationalHotel&Tower,andthesoon-to-beconvertedDelmonicoHotelatParkAvenue andFifty-ninthStreet (TrumpParkAvenue). In thegaming

arena, The Trump Organization is one of the world’s largest operators ofhotels and casinos, most notably in Atlantic City, New Jersey, as well asTrumpNational Golf Club in BriarcliffManor, NewYork, and other greatcoursesthroughouttheUnitedStates.

Mr.Trump is the number oneNewYorkTimes bestselling author ofTheArtoftheDeal,SurvivingattheTop,andTheArtoftheComeback,aswellasThe America We Deserve. All told, these books have sold millions ofcopies.

Anardentphilanthropist,Mr.Trumpisinvolvedwithnumerouscivicandcharitable organizations. In June 2000, he received his greatest honor, theHotel and Real Estate Visionary of the Century award, given by the UJAFederation.

FormoreinformationonDonaldTrumpandTheTrumpOrganization,gotowww.trumponline.com.

MEREDITHMCIVERwasaFordFoundationscholarandisagraduateoftheUniversityofUtah.ShelivesontheUpperWestSideofManhattanandisamemberofTheTrumpOrganization.

ALSOBYDONALDJ.TRUMPTrump:TheArtoftheDealTrump:SurvivingattheTopTrump:TheArtoftheComebackTheAmericaWeDeserveCopyright©2004byDonaldJ.TrumpAll rights reserved under International and Pan-American Copyright

Conventions.PublishedintheUnitedStatesbyRandomHouse,animprintofThe Random House Publishing Group, a division of Random House, Inc.,New York, and simultaneously in Canada by Random House of CanadaLimited,Toronto.

RANDOMHOUSEand colophon are registered trademarks of RandomHouse,Inc.

Exceptwherenoted,allphotoscourtesyofDonaldJ.Trump/TheTrumpOrganization.

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