How to Apply Napoleon Hill's Success Philosophy

The classic masterpiece, Think and Grow Rich (Japanese titles: Thinking Makes It So and Philosophy of Success) by Napoleon Hill was published in America in 1937. Even after ninety years, the book continues to attract readers worldwide and has sold over 100 million copies. This classic, considered the origin of self-betterment, systematizes into thirteen steps the commonalities and success principles that Napoleon Hill discovered through interviewing and researching over 500 successful people over twenty years. We invited Don Green and Satoshi Aoki, both of whose lives were dramatically transformed through this book, to discuss their journey of practical application. They teach us how an encounter with a single book can change one's destiny.

Mr. Aoki: As I mentioned at last night's dinner, I am also an avid reader of Chichi Magazine. For forty-seven years, it has been Japan’s leading monthly publication dedicated to providing insights on self-betterment that inspire people to expand their potential and pursue more fulfilling lives.

Mr. Green: I am honored to have this opportunity for a talk with Mr. Aoki, in such a prestigious monthly magazine.

Mr. Aoki: The central theme of this issue is, “encounters change destiny.” My encounters with both you, Mr. Green, and Dr. Napoleon Hill (hereafter Dr. Hill) have been invaluable to me. I first encountered Dr. Hill's book when I was twenty-three, and it changed my life for the better. This feeling of gratitude will never waver. Since founding Achievement Corporation, a human resource education and consulting company at thirty-two in 1987, I have delivered training programs based on Dr. Hill's success philosophy to over 500,000 people, helping them to materialize their ideas and achieve material and spiritual wealth.
　On the other hand, as CEO of the Napoleon Hill Foundation, you have disseminated Dr. Hill's philosophy of success worldwide. Dr. Hill’s classical masterpiece Think and Grow Rich—known in Japan as Thinking Makes It So and Philosophy of Success—has sold over 100 million copies since its publication as a business book in 1937. It is considered the most widely read book in the world after the Bible.
　I traveled to Wise, Virginia in the southeastern United States last May because I wanted to meet and talk with you who shares the same aspirations.

Mr. Green: Dr. Hill's books are widely read in Japan and therefore I have always felt a special affinity for Japanese people. However, I never knew what kind of people were reading them. So, I was immediately interested when I heard your name along with your many achievements.

Mr. Green: I felt a strong connection from the very first time we met. The more we talked, the more we discovered that we are uncannily similar with a lot in common (laughs).

Mr. Aoki: That’s true (laughs). Although we have only known each other for about a year, I am continuously impressed by your consistent dedication and devotion. It's not about what you can gain, but how you can give to people. You demonstrate a deep commitment to family and, as the head of the Napoleon Hill Foundation, actively provide university scholarships that offer opportunities to young people living in poorer areas such as Wise coal mining town, where prospects are limited.

Mr. Green: Eighty-five percent of students at the University of Virginia in Wise cannot attend without scholarships. By supporting poor students, we can open their doors to new life paths. After graduation, they become active in society and give back to the university in the form of donations and guidance, creating a positive cycle.

Mr. Aoki: During my visit, I felt that there is deep meaning in establishing the Foundation's base in Wise, the town where both you and Dr. Hill were born and raised. The region is far from what could be called “economically blessed” and in speaking with local students I was deeply moved by statements such as, “I might have dropped out of university if I hadn't learned success philosophy here,” and “I now want to start a business and change the region.”
　Your selflessness and the way you value every life over personal gain is deeply admirable. I respect your dedication to making a positive mark on the world. The most significant thing, however, is that we can share Dr. Hill's teachings as a common language which connects us in purpose and understanding.

Mr. Green: Yes. I learned a lot from Dr. Hill's books. They changed my life.
　We both have many commonalities, including our backgrounds. I grew up in impoverishment as a coal miner's son in the mountains of Virginia. Despite these hardships, I started a business at fifteen and later succeeded in several new ventures. I heard that your father also pursued dreams of mine development, and that your parents divorced when you were young, leading to a poor childhood. We both grew up in impoverished families.

Mr. Aoki: Yes. I felt something similar in the energy to escape from that situation.

Mr. Green: As a banker, I moved from being the youngest branch manager to the CEO. I managed to turn a bank on the verge of financial collapse around and bring it back into the black, and at sixty, I was invited to join the Napoleon Hill Foundation. I believe that these successes, which have led me to where I am today, result from the strong desire and action that Dr. Hill preached.
　No matter how poor or troubled one may be, anyone can carve out a successful life by practicing the philosophy of success. We are both living proof of that.

Mr. Green: We both share the same mission, vision, and passion to help numerous troubled people around the world and have a particularly strong desire to help nurture young people.
　I feel that activities of Achievement and our Foundation overlap significantly. I want to continue borrowing your strengths and convey healthy thinking that nurtures young people not only to Japan and America, but also worldwide.

Mr. Aoki: I agree. Last year our company signed an exclusive partnership agreement with the Napoleon Hill Foundation in Japan. Subsequently, we created and published a new English to Japanese translation of Think and Grow Rich, titled The Way to Build Great Wealth (in Japanese) through Achievement Publishing. Our endeavor was recognized when I became the first Asian person to receive the Napoleon Hill Gold Medal, an award that honors individuals or organizations who have made significant contributions to society by embodying and promoting Dr. Hill’s success philosophy principles.

Mr. Green: Our Foundation was established as a non-profit organization in 1962. Dr. Hill, then seventy-nine, did not want the success principles he had mastered to end as temporary business; but wished for them to be passed down to future generations and conveyed to people worldwide.
　In his later years, Dr. Hill wrote numerous books and donated all the copyrights to the Foundation. The revenue received was then used to fund translations and publish works in nations around the world and to provide educational and scholarship programs.

Mr. Aoki: Dr. Hill could have amassed enormous wealth from royalties, but chose to establish a non-profit organization instead of keeping the money for himself. I think this choice beautifully encapsulates the philosophy that “money is only a tool; it is not the goal of life.”

Mr. Green: The actions of Dr. Hill in his later years emphasized success as achieving one's desires without disadvantaging others. He viewed money as a tool, not a master.
　Our Foundation follows this same philosophy. Our mission is to make the world a more livable place by sharing techniques and information for better living. Therefore, it was a great honor and a great choice to form a partnership with someone like you who has such high aspirations and achievements.

Mr. Aoki: Beyond licenses or partnerships, I simply wanted to continue protecting and cherishing Dr. Hill's spirit in Japan and give back what I had received by sharing Dr. Hill's success philosophy more widely.

Mr. Green: In our Foundation’s work, many people approach us saying they want to help spread the philosophy of success. However, most offers or requests stem from ulterior motives to expand business gain by obtaining these rights. In contrast, you immediately expressed your desire to give back to the Foundation as much as you had gained from these books, reflecting the “giving mindset” that Dr. Hill taught. I was both surprised and deeply moved by your genuineness.

Mr. Aoki: Thank you.

Mr. Green: Of course, business is also important. But what the Foundation values most is respect for the philosophy of success and a genuine desire to give back to society; both of which you demonstrated.
　People who see the philosophy of success only as a source of business revenue do not last long. That’s because, when people encounter difficulties along the way, it is the sense of duty that gives them the power to overcome them.

Mr. Aoki: Dr. Hill's philosophy is called the source of self-betterment, and there are clear reasons for this.

Mr. Green: What makes Think and Grow Rich remarkable is that Dr. Hill, entrusted with a mission given to him by steel magnate Andrew Carnegie, visited and interviewed over 500 successful people from various industries including Henry Ford, Theodore Roosevelt, Thomas Edison, and John Rockefeller, and discovered commonalities and principles over the course of twenty years.

Mr. Aoki: He organized these into thirteen steps: Desire, Faith, Auto-suggestion, Specialized Knowledge, Imagination, Organized Planning, Decision, Persistence, Master Mind, The Mystery of Sex Transmutation, The Subconscious Mind, The Brain, and The Sixth Sense. These are not armchair theories but a proven philosophy.

Mr. Green: Dr. Hill didn't just compile this into a report; he practiced and experienced it himself. Dr. Hill lived a life of ups and downs and, as mentioned earlier, he was born and raised in an impoverished area—Wise. Throughout his life, he faced the Great Depression and wars, came up against money management failures, and was forced into difficult living conditions.
　However, through practice, he demonstrated that humans can shape their destiny by how they think. That's why thousands of people believe that this book has the power to change reality; why it gained wide acceptance during the Great Depression; and why it still continues to provide guidance to a global audience now, over eighty years later.

Mr. Aoki: Additionally, what sets it apart from mere money-making manuals or success formulas is its emphasis on fulfilling life's purpose, pleasing people, and enriching oneself. In essence, true success lies in the happiness of family and employees and contribution to society, which is why each individual has the power to turn their thoughts into reality and realize freedom. The question is “for whom and for what purpose” does one succeed.
　This, I believe, is the most precious gift that Dr. Hill left for humanity.

Mr. Aoki: As mentioned, I first encountered Dr. Hill's book at twenty-three. A senior colleague at my company suggested that I read Think and Grow Rich, published by the Sanno University Publications Department. At that time, I was working at Britannica, famous for encyclopedia sales, but I had no academic credentials, no family background, and no confidence—I was truly at rock bottom in my life.
　I was born in 1955 into a poor family in Hakodate, Hokkaido. When I was three, my parents divorced, and I received what could be called “training”—strict discipline from my father's new wife, my stepmother. From upper elementary school, I supported the household finances by delivering newspapers, and there were days when I bought bread crusts to eat for ten yen. Looking back, I was never a top student and the strict discipline helped to shape my character—something that I am now grateful for.
　During spring, when I was seventeen, I could no longer suppress my desire to meet my biological mother in Tokyo. I dropped out of high school and ran away from home without any plan. Clutching the money I had saved from part-time jobs, I took the Seikan ferry to Tokyo and started my working life at an ironworks in Hachioji City, in the western outskirts of the Greater Tokyo metropolitan area, where I could work and live on-site.

Mr. Green: You took your first step as a working adult at seventeen, all alone?

Mr. Aoki: That summer, a miracle happened. My mother came to visit me at the ironworks. She used the Hachioji postmark from a letter I had sent to my grandfather as a clue and she searched for me house by house. The reunion with my mother was truly a major turning point in my life and was undoubtedly an encounter that changed my destiny. It's no exaggeration to say that if I hadn't known my mother's love at that time, I wouldn't be who I am today.
　After that, I started a coffee shop with my mother, where I encountered the president of a company who sold high-end household items—another major turning point. I was captivated by his presence and the way he led his life, and soon after became his apprentice. After about three years of training, I became independent.
　Having grown up in a poor family, I had a strong desire to succeed and become wealthy. However, lacking knowledge and business management skills, I couldn't manage cash flow well and ended up closing the company with a thirty-million-yen debt in less than three years. To repay that debt, I joined Britannica and jumped into the world of professional sales, which was entirely commission based.

Mr. Green: That was where your senior colleague recommended Dr. Hill’s book which completely changed everything, right?

Mr. Aoki: Naturally, self-development is essential in the door-to-door sales world. So, I also extensively read various self-betterment books such as Samuel Smiles' Self-Help, Dale Carnegie's How to Win Friends and Influence People, and Harold Sherman's The New TNT: Miraculous Power Within You. I was reading twenty to thirty books a month. Among them, Think and Grow Rich had a particularly strong impact.

Mr. Green: The impact that one book can have is enormous. What particularly impressed you?

Mr. Aoki: Ideas such as that academic background is irrelevant to success; that burning desire—whatever you truly envision from your heart—can be realized; and that wealth exists within your own thoughts.
　It felt like I had obtained a manual for winning, so I simply believed and implemented everything that was written. At that time, I was under pressure to repay my debts as quickly as possible. I questioned and determined how much money and time it would take to gain economic freedom. Ultimately, I was able to produce results by setting clear goals, planning from the goal backward, determining what to pay in advance as compensation, and repeating execution and verification daily.

Mr. Green: Dr. Hill taught that advance payment of consideration is essential to obtain the fruit of success.

Mr. Aoki: Since I had nothing, I offered time. I succeeded through persistence (duration), intensity of labor, and sheer volume of work. I worked harder than anyone else. As a result, I became a top salesman and manager and was able to pay off the thirty-million-yen debt in six years.
　With a strong track record, at age twenty-nine, I joined the company of Mr. Shiro Natsume, who held all the Japanese publishing rights for Brian Tracy, a world-renowned consultant. This was another important encounter. I succeeded in increasing sales sevenfold in three years, moved up from chief trainer to an executive position, and then, at thirty-two, founded Achievement Corporation. If I hadn't encountered Dr. Hill's book when I was twenty-three, my life would have been completely different.

Mr. Green: I wholeheartedly agree.

Mr. Aoki: Dr. Hill's Think and Grow Rich taught me how to focus on goals and zero in on what really matters. Until then, my efforts had been scattered. I poured time and money into things beyond my control, which not only hindered success, but also left me with a debt of thirty million yen.
　Ignorance is costly. First, you must study and know. Then, once you know, all that's left is to do it. Even now, I still invest time each day to manage execution. I keep promises to myself and determine to accomplish something by a certain time. Then I just execute accordingly.
　There's a saying I encountered in my youth: “Fools gain wisdom through their own actions. 　The wise gain wisdom through the words and actions of others.” So, you should listen to the words of those with more experience than yourself and execute without thinking about unnecessary things. Think and Grow Rich is the wisdom and proof of our predecessors.
　Encountering this one book truly changed my life. Later, at twenty-nine, I also encountered the Bible, and Choice Theory Psychology proposed by American psychiatrist Dr. William Glasser. These are my foundations.

Mr. Green: Mr. Aoki, you don’t just talk about principles and fundamentals; you practice them and continue to reap results. What you say and what you do are consistent. That's what makes you stand out, and the reason you can connect with and understand people and the world around you.

Mr. Aoki: Achievement started with five million yen in capital, five employees, and one room in a condominium office. In thirty-eight years, we increased our net assets 300-fold, and now have over 200 employees, a head office in the Ariake district of Tokyo, and branch offices in five locations across Japan. Due to these successes, we continue to increase our sales and profits annually. Last fiscal year, we boasted a record performance with sales of 6.6 billion yen and an ordinary profit of 2.1 billion yen.
　However, we do not operate or control our employees with quota systems. We teach our employees specific methods and mindsets for living better and achieving one’s goals. I learned all of that from Think and Grow Rich and that's why I'm forever grateful to Dr. Hill. With gratitude comes the norm of reciprocity—a desire to return a favor. That's what I meant by “repaying debt.”
　After all, humans change the quality of their choices through encounters with quality information. Exposure to quality information is the key to opening the door to a rich life. This applies not only to Dr. Hill's books but also to the monthly magazine Chichi. I'm not saying this just because this is an interview—I genuinely believe so.

Mr. Green: I first read Think and Grow Rich when I was sixteen. I was born in 1942 in Wise County of Virginia, a very poor area of the United States, as the son of a coal miner. As I mentioned earlier, I'm coincidentally from the same hometown as Dr. Hill.

Mr. Aoki: What an amazing connection.

Mr. Green: My parents’ circumstances did not allow them adequate education. Our small house had almost no books, no even have running water, and no toilet. All of us four siblings slept in one bed. We were very poor.
　However, there was a good library near our house. I loved reading, and my sole hobby was reading books I borrowed from the library. When I was sixteen, I came across Dr. Hill's book and was captivated from the first chapter, which recounted the story of Edwin Barnes, Thomas Edison's business partner. I read it repeatedly, fascinated by the idea that successful people share common principles, and that our thoughts shape us. I was also amazed at how similar Dr. Hill's circumstances were to my own. I began wanting to read the books he had read, and devoured biographies of great successful people like Samuel Smiles, whom you mentioned earlier.

Mr. Aoki: At sixteen, were you still a student at that time?

Mr. Green: I was studying and working. We were poor, so I tried various money-making ventures. At fifteen, my first ideas were to catch many wild snakes, put them in jars, and line them up in an old building nearby with handwritten signs to make a zoo (laughs). Admission was twenty-five cents for adults and ten cents for children. This became quite popular, and with the money I earned, I bought a monkey, then a bear, and kept expanding the business that way. During winter, I couldn't open the zoo, so I worked at gas stations doing fuel service, drove school buses, and sold Christmas trees—I did all kinds of things.
　Later, when I was twenty-one, I started working at a bank for the minimum wage of $1.15 per hour, handling debt collection work while repeatedly listening to Dr. Hill's audiobooks in my car. It was like a mobile library. This method of learning convinced me I could become better.

Mr. Aoki: I did the same thing. Even now, when I get in my car, Think and Grow Rich audiobook automatically starts playing.

Mr. Green: Everyone wants to become wealthy someday, but few people actually take action. The word “action” appears seventy-seven times in Think and Grow Rich, and it even states that good ideas are not enough—if you don’t act on them, they will end as nothing more than a mere thought.

Mr. Aoki: Many people know the success philosophy, but surprisingly few apply it at a level that changes their lives. Sometimes people hear the phrase “thoughts become reality” and mistakenly believe that just thinking will make it happen. That's impossible.

Mr. Green: That’s why every time I read this book, I constantly ask myself what it means and how I can apply it to my life. This helps focus on taking action. For example, when doing debt collection work at the bank there were people who were constantly late on their debt repayments. I consistently told them: “We have to collect the debt from you, but we're not your enemy. We want to help you figure out how you can keep your promises.”
　When dealing with customers, I always tried to convey a sincere wish for that person's success and desire to be involved for that purpose. As a result, at twenty-five, I was appointed as the youngest branch manager. I clearly remember that all the staff were older than me.

Mr. Aoki: You just mentioned sincerity, and I agree that this is truly an important quality. After all, intangible phenomena such as ideas lead to tangible results. The source of wealth is in thought and making people's wishes your own is powerful. These are concepts that you helped me to reaffirm.
　We both grew up in poor families. Many people are defeated by that environment, but in our case, we are grateful for such disadvantages. There's one fact, but countless interpretations. How one interprets a fact determines the life one will live. I think that's exactly one of the common traits that successful people have.

Mr. Green: As Dr. Hill taught, consistently working harder than those around you and giving more than what's required may go unnoticed at first. But, over time it will lead to the success you envision.

Mr. Aoki: What did you keep in mind while working as the youngest branch manager?

Mr. Green: To give one example, in addition to new and existing customers, there was a category called dormant customers—people who have accounts but hardly use them. We had a system where if you approached them and got them to reactivate, you would earn points from the headquarters and could exchange those points for catalog products.
　I told the senior staff: “The system is set up so that the branch manager gets half of the points you earn through these activities. However, I have absolutely no interest in receiving those points. So instead of competing individually for these points, let's win as a branch. And let's divide all the branch points equally among everyone.”
　As a result, the staff began working together and devising various strategies. For example, if a dormant customer contacted us, we'd send mail offering them an incentive if they filled out the information. The headquarters recognized our efforts and asked me how I managed to get the entire team to work in the same direction. I ended up giving a case presentation on my approaches.

Mr. Aoki: These efforts were what got you appointed as CEO by forty-one?

Mr. Green: Not entirely. While working at the bank, I also attended night university, where I studied finance and other subjects which paved the road to becoming an executive. At forty-one, the founder of the bank that employed me, Jim Brown, offered me a position heading a newly established bank. Jim Brown was also an admirable person, and without meeting him, I wouldn't have had such an opportunity.

Mr. Aoki: I understand that the bank was in financial crisis. How did you turn it around to bring it back into the black?

Mr. Green: It was a small local bank called Black Diamond Bank, and when I took over, there were about fifty staff working at four branches. There was only about $35,000 in total deposits and zero profit. Can you believe it? At that time, there were countless banks in America, and you could get recognized as a bank with just one dollar in deposits.
　The staff had not received a pay raise in three years. I approached the Board of Directors, saying that I wanted to use a salary increase as a source of confidence building for the employees. When running a business, I constantly thought about how to satisfy and motivate the employees.
　First, I treated staff not as subordinates but as comrades, and spoke to them in ways that recognized each person's individual value and potential. As a result, the employees began to believe in what I was saying and doing and followed me.

Mr. Aoki: By valuing your staff, you gained their cooperation.

Mr. Green: Without funds, we couldn't make loans, so during the extremely difficult times I sold my own assets, raised five million dollars, issued press releases, and implemented various initiatives. At that time, there was an overflow of negative information about Black Diamond Bank, so we worked hard to disseminate positive information. A newspaper once covered our bank and wrote an article with the catchphrase “A diamond in the rough wilderness.” I still treasure that article today.
　I served as CEO for eighteen years and during that time we never had a single debt default from the loans we made. Of course, there were people who were behind on their payments, but whenever this happened, I would contact the said family or businesses and visit each one individually. During visits, I would examine their financial situation and the details of their income and expenses, and propose a plan for cutting waste and saving money to make proper repayments. We would walk that path together.

Mr. Aoki: There are few people who can engage so sincerely.

Mr. Green: In the first year, we generated about ninety thousand dollars in revenue, and the following year, this figure increased to about four hundred thousand dollars. By the time I finally retired, we were able to generate about fifty million dollars in revenue and one million dollars in profit.

Mr. Green: Looking back on my life so far, I'd like to introduce three of Dr. Hill's words and teachings that I want to reflect on once again.

　“The starting point of all achievement is desire.”

　The first and most important thing is to clarify your purpose (desire or objective). This is the origin of all achievement and with strong motivation, you can overcome many difficulties.

The second is to plan.
“To become wealthy, you must make plans and execute them in an orderly manner. If you don't want to succeed, the method is simple: don't make plans.”
You must prepare concrete and organized plans to achieve your desires and objectives.
“Any idea, plan, or purpose can be held in mind through repeated thought.”

　And finally, there's persistence. Never giving up halfway, enduring, and continuing. When you hit a wall, don't think of it as failure, but see it as a lesson and valuable opportunity to overcome it. I cherish these as the “Three P's”—patience, persistence, and perspiration.

Mr. Aoki: I completely agree.
　First, “Ask, and it shall be given unto you.” It's a very simple truth, but I think the seeking heart is the manifestation or essence of success.
　Second is ideas. Ideas are the origin of creation—where nothing becomes something. Fulfilling people's needs for things they wish existed; becoming someone who can fulfill people's desires; becoming a person useful for the world and for others. These are the reasons we continue to cultivate and better ourselves.
　And finally, it's action, action, action, action, action... (laughs).

Mr. Green: Wonderful (applause).

Mr. Aoki: Execution is everything. I learned that from Dr. Hill.

Mr. Green: Through classic books like Think and Grow Rich, we can learn from many predecessors who achieved great things. Nothing is more precious than this, because we can reproduce their success without making major failures ourselves.

Mr. Aoki: I constantly feel that “life is a journey of character development.” Becoming famous or rich is not the purpose of life. Life is about improving one’s character and contributing to and fostering happiness for the people we encounter. That is the purpose of my life.

Mr. Green: Encounters are indeed important for elevating character. These words are displayed in my Foundation's office: “Our lives are changed by the people we meet and the books we encounter.” This expresses that our future selves are the product of the people and books we encounter.

Mr. Aoki: You're absolutely right. Both you, Mr. Green, and I had our lives changed by Dr. Hill's Think and Grow Rich. What's important is that if you do not have aspirations of your own, you will not encounter remarkable people or books. Even if you do encounter them, you'll pass them by. Without a seeking heart, the door of encounters will not open. I want to continue believing in this and walk a better life path. Mr. Green, thank you so much for today.

Mr. Green: Thank you as well for this wonderful time.
　There are many words of Dr. Hill that I love, but I'd like to conclude this interview by introducing the words that give me the most courage.
　“Whatever the mind can conceive and believe, it can achieve.”

This interview was conducted in March this year at the International House of Japan in Roppongi, Tokyo when Mr. Green visited Japan. Interpretation was provided by Achievement Corporation staff.