This page—and the eight that follow—summarize the enlightened self-interest credo that underlies all of the Kasanoff Institute's engagements. You will learn how to benefit from incorporating some or all of them into your own career and life.

This credo started with a sentence I (Bruce Kasanoff) wrote in 2013...

Be generous and expert, trustworthy and clear, open-minded and adaptable, persistent and present.

These words captured how I try to live and work. In 2013, I wrote an article about them. It received an enthusiastic response, so I created a little guide that I distributed as a free PDF. Over 40,000 people downloaded that guide. They then became the organizing principle for one of my books. And now, they have led to the founding of the Kasanoff Institute.

It will take you about ten minutes to go through the next eight pages. I hope you agree it was worth the effort.

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Generous means to help others long before – and after – you need their help.

Expert means to be very competent in one or more areas that others value. It also means that whenever you take on a new task, do your best.

Trustworthy means to take ownership of your words and actions, and recognize that you live in a world in which they will increasingly be recorded, remembered, analyzed, and replayed.

Clear means to know what you want and to be able to communicate it effectively.

Open-minded means no matter how expert or successful you become, never stop listening and learning.

Adaptable means to keep your options open, so that when the world surprises you, it won’t be that surprising.

Persistent means to keep trying, even when times are tough and you are tempted to quit.

Present means that although you should learn from the past and be prepared for the future, you should pay close attention to the present moment as it unfolds - otherwise, you will miss a great deal.

Now I'd like to explain each principle a bit further, so you can see how it can power your own life and career.

Continue to

Be Generous