1. Definiteness of Purpose - The starting point of all achievement, knowing what you want.

2. Master Mind Principle - The coordination of effort between two or more people in a spirit of perfect harmony in order to attain a specific objective.

3. Applied Faith - A state of mind through which your aims, desires, plans and purposes are translated into physical or financial equivalents.

4. Pleasing Personality - A pleasing personality helps you master the major cause of failure-the inability to get along with people harmoniously.

5. Going the Extra Mile - Rendering more and better service than you are paid to render, doing it all the time and doing it with a pleasing, positive attitude.

6. Personal Initiative - The inner power that starts all action; the power that inspires the completion of all that one begins.

7. Self-Discipline - The ability to control our thoughts and emotions, self-discipline is the only thing in life over which you have complete, unchallenged, and unchallengeable control.

8. Controlled Attention - The highest form of self-discipline, the act of coordinating all your mind's faculties and directing their combined power to a given end.

9. Enthusiasm - A contagious state of mind that not only helps you gain the cooperation of others but, more importantly, inspires you to draw upon and use the power of your imagination.

10. Imagination - Your mind's exercise, challenge and adventure. It uses old ideas and established facts to reassemble them into new combinations and to put them to new uses.

11. Learning from Adversity and Defeat - Hardship and adversity are a common language of nature in which she speaks to all living creatures and teaches them many things they would not learn in any other way.

12. Budgeting Time and Money - Successful people know themselves, not as they think they are, but as their habits have made them: the use of time and money are the most vital of these habits.

13. Positive Mental Attitude - To govern your life, you must be able to govern your mind, and that is the starting point of all riches.

14. Accurate Thinking - The accurate thinker recognizes all the facts of life, both good and bad, and assumes the responsibility of separating and organizing the two, choosing those which serve his/her needs and rejecting others.

15. Sound Physical Health - The key that coordinates all other principles and sets all ideas into motion, sound health provides the "flavor" to the good things in life.

16. Cooperation - Harmony based on definitive motive, cooperation is the medium through which great personal power may be attained; the willing cooperation and coordination of effort to achieve a specific objective.

17. Cosmic Habitforce - The cosmic habitforce is the universe's law of equilibrium, the one natural law into which all other natural laws resolve themselves.