The Theory of Twenty-One

Chuck Reaves, in his new book, The Theory of 21, explains that in order to get one yes, you will have to get by 20 nos, because the “twenties” predominate. The differences between “twenties” and “twenty-ones,” how to recognize a hopeless “twenty” and neutralize him or her, how to convert a “twenty” into a “twenty-one” are all detailed. Once you can distinguish between the “twenties” and the “twenty-ones,” you’re on your way to planing your strategy for success.

The Theory of Twenty-one is a part of human nature – universal. There are always those who say something can’t be done, or shouldn’t be done, or won’t be done. And there are those who will persist until it can be done, regardless of all obstacles. The former are “twenties.” The latter are “twenty-ones.” They are self-confident, have a can-do attitude, a willingness to persevere, and the patience to seek out other “twenty-ones” to help them accomplish their goals.

A brief explanation of “twenties” will give you a clearer idea of what a “twenty-one” is up against. Negative “twenties” are human walls. They expend enormous amounts of energy to keep things the same. Challenges and risks are their enemies; rules and regulations their security blankets. No matter how hard they fight against an idea, if it does well, they’ll take the credit for it.

A “positive twenty” is more dangerous because he may appear to be a fellow “twenty-one.” He’ll encourage you, agree with your ideas, and offer help – tomorrow. His motto is, “It is better not to try, than to try and fail.” To a “twenty-one” he can be deadly.

Twenty-ones have a different point of view. They believe the impossible is possible and work toward making it so. They are positive thinkers and doers. To become a full-fledged twenty-one, Reaves suggests a five-step process. 1) have a goal – write it out: 2) have a plan – list all the steps necessary to achieve our goal; 3) set a date – make it realistic, but specific; 4) convince yourself – your attitude is the key, and 5) convince one other person – find another twenty-one who will solidify your own convictions, provide support and guidance, and help build momentum.

Twenties see obstacles while twenty-ones see opportunities. A negative twenty will make a quick decision – NO. A positive twenty will postpone a decision – actually making a decision not to decide. A twenty-one will make a carefully planned decision – YES.

The following excerpt from The Theory of Twenty-One should give you a taste of the treats in store for you while reading, studying and understanding how to recognize twenties:

It can’t be done because…

* we’ve never done it that way before.

* it won’t work, don’t ask me why.

* it costs too much.

* it violates Rule 93760A7, Section IV A.1.

* it just can’t.

It shouldn’t be done because…

* it would set a precedent.

* everybody would want one.

* it wouldn’t be in the best interest of the customer.

It won’t be done because…

* so-and-so won’t approve it.

* such-and-such department won’t allow it.

* nobody will plush it.

* it just won’t

You may think that wading through all these negatives, all these obstacles to success, would discourage you. But Reaves has a powerful message to convey. Twenty-ones are important. They have an impact on everyone, from their families and friends, and their own community, to humanity at large. They are the ones who make changes, who have an impact on the way the majority of people (twenties!) live their lives. He states that, “Whatever you ENJOY doing most is your talent.” Once you can determine your talent, plan how to use it to your best advantage, and begin moving toward a specified goal, you’ll begin to succeed – to the benefit of everyone.

Of course the twenties won’t see it this way. They’ll tell you that you’re rocking the boat, that everything was fine until you came along. Don’t let them stop you. You need to be determined to have everyone you meet either “lead, follow or get out of the way.” Twenty-ones aren’t more talented, or more intelligent or luckier than twenties – they just don’t give up. They’re not afraid to take risks – they see them as challenges.

As children, we all believed that the impossible was possible. We believed in Santa Claus, the Easter Bunny and the Tooth Fairy. We pretended to be doctors and lawyers and Indian chiefs. But as we grew up, the twenties began convincing us that some things weren’t possible. It’s time to convince yourself that your dreams are possible. The Theory of Twenty-One will help you gain the insight and motivation necessary to utilize your potential to the fullest.

Chuck Reaves

The First Twenty-One?

Fifteen years ago after his first week in sales, seminar leader and author, Chuck Reaves developed the Theory of Twenty-one. It was at AT&T where he was to become the top account executive out of 1,100 salespeople that he first delineated the “twenties” and began his ongoing search for the all important “twenty-one.”

In September when Chuck and his fiancee decided, on their second date to get married and to hold the wedding in January, to take advantage of an AT&T’s offer to send them to Acapulco, the “twenties” rallied round with resounding “you can’t” they said, “You can’t” get the minister in such a short time; “You can’t” make the wedding dress in only four months; “You can’t reserve the reception facilities; You “just can’t” plan a full scale formal wedding in just four months. Why? Because you “JUST CAN’T!” But guess what, Chuck and his future wife did. They went scouting for “Twenty-ones” and found enough of them around to get the wedding planned, performed and sanctified.

Chuck went on to become the number one national account manager out of 256 in the entire country. Throughout his career in sales, he found the rule of 20 held true. He kept a list with numbers of people he had talked to. When he reached the #21, he was able to close seemingly impossible deals. He always knew that what he wanted to do could technically and practically be done. He became tired of coming up against the twenties so he set out to write a book about the whole process. During that period, he discovered a fun way to live and he called it The Theory of Twenty-one.

Chuck Reaves formed 21 Associates in October of 1982 concurrent with his departure from AT&T. During the time he decided to write The Theory of Twenty-One, he researched the field of publishing. Knowing, after 15 years of validating his theory, that only the 21st person will say “yes” to any plan, he sent a synopsis of his book to 21 hand picked publishers and BINGO! Two days after he had sent everything out he got a call from Evens Publishing to hold everything, they were interested.

During his seminars, Chuck asks the following questions:

“How many of you want to be a success?”

A complete show of hands is always the result.

“How many of you can tell me what success is?”

Much less than a complete show of hands answers this question.

Chuck goes on to tell the story of how when he was interviewing companies to work for him in his new venture, 21 Associates, he took the head of a public relations firm out to lunch, and once they had dined on cracked crab and white wine, asked her for her definition of success.

The one word answer still rings in his ears – “Money,” she said.

Chuck Reaves never called her back. “That’s not the image that fits what my company is all about.”

Chuck has also found an occasional executive who’s wary of his well-tested 21 Theory. One company, when warned that some employees might quit their jobs after attending Chuck’s seminar, refused to let him run it. At another company, a man did quit his $180,000 a year job because, although he had all the symbols of success, he realized the job he had just wasn’t what he really wanted to do with his life. As Chuck Reaves, creator of the Theory of Twenty-One, puts it – “You have a unique set of talents that nobody else on earth has. Whatever you enjoy doing is what you’ll do best.”