In Swim with the Sharks Mackay gives several different examples of success stories that are achieved with his "66." He has a customer, for example, who loves the Chicago Cubs baseball team. "That's usually good for at least half a dozen condolence messages a year," and company sales. Another tough sell turned out to be a wrestling fan. "Overnight, I became a wrestling fan," says MacKay. "I popped into her office, told her I had great contacts for ringside tickets to...Gorgeous George...It was a real struggle for her to accept. She wasn't na ve; she knew I was trying to capture her business." She accepted, but paid for the tickets and finally several years later he got the order and it was worth the wait (56).

It is just as important to use this approach with employees, says MacKay, whose business is always growing. It is not necessary to be a tyrant to get people to work. Rather,...

That is, determination. That is what he showed by waiting for the above mentioned customer for six years and has demonstrated time after time with other customers and his employees. In short, he explains, determination, plus goal setting, plus concentration equals success. No one learns how to swim with the sharks in one jump in the ocean. It takes time, patience and fortitude. Then, one can safely and effectively take the plunge time and time again.