Richard St. John knew how he had found success -- through his marketing company, the St. John Group, which boasted clients like Nortel and BlackBerry/Research in Motion. But he couldn't get away from the question: Why him? He thinks of himself as an average guy, not talented at school, not terribly handsome or particularly lucky. So he spent more than a decade interviewing 500 people he defines as successful -- from architect Frank Gehry to non-celebrities successful in their own lives.
The resulting book, Spike's Guide to Success: Stupid, Ugly, Unlucky and RICH, has spawned a new avenue of success for St. John as a motivational speaker and talk-show star. His newest book is 8 to Be Great: The 8 Traits that Lead to Great Success.