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What Is Wealth?
“Wealth is when an individual or family has an abundance of appreciating or income producing
assets that supersede their existing living expenses, debts and liabilities.” -Jay Morrison
If you are not of relation to the top 10% of Americans which is made up of the 1% commonly called the
super rich or super wealthy and the rich or wealthy 9% that follow, than you are like me and the 90%
majority of Americans who didn't inherit the Wealth Gene or WealthDNA. WealthDNA consist of three
traits of generational philosophies, behaviors and financial education that are ingrained and deeply
rooted in the rich and super wealthy of the world that has helped them maintain their family's wealth or
create it for the first time. Each WealthDNA trait is comprised of six strands. These WealthDNA traits and
strands are found in the gene structure and DNA of the not so wealthy but are not active.
D2- Only You Can Stop You N2- Killing Time Is A Sin A2- Residential Real Estate
D3- Wealth Has No Look N3- Actions Beat Ambition A3- Business Startup
D4- Assets Over Everything N4- Losses Are Lessons A4- Stocks & Finance
D5- Your Money Has To Work Too N5- Those Who Owns, Win! A5- Commercial Real Estate
D6- Code Word: Frugal N6- Seek Mentorship & Mentor A6- Business Mastery
Others
The purpose of this book is to paint the picture for those who want to move from simply wishing things
were better for themselves and their families, who know that a 9-to-5 is not going to build wealth or
create a legacy for their family and have come to the realization that after years of college, they still
haven’t cracked the code of why the rich and wealthy seem to keep getting richer, while others are
stagnant and haven’t been taught the steps to building wealth.
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What You Would Learn...
In this book, you will learn the importance of the three WealthDNA traits: Wealth Disciplines, Wealth
Non-Negotiables and Wealth Areas of Expertise, along with the six WealthDNA strands associated with
each trait. Most importantly, you will learn how to activate your own WealthDNA which can be passed
down through your family for generations. It's all dependent on the commitments you make to yourself
3 Traits Of WealthDNA™
D = Wealth Disciplines
N = Wealth Non-Negotiables
A = Wealth Areas Of Expertise
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WealthDNA™ Trait 1
WEALTH DISCIPLINES
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D1- Education Is Your Advantage
Education is to your advantage… It YOURS!!! Find it, Invest in it, Invest with it.
Only through education can you break the barriers of poverty to formulate and execute a plan. Many
people around the world have missed out on opportunities simply due to not being in the “know” and or
not knowing how….. This is why education is key. You must educate yourself In order to succeed. You
must educate yourself to help further the success of your family, your legacy, and your future
generations.
Education is a lifetime experience. When I say education, I’m not speaking of the formal education you
may or may not have received through high school or college. I’m not speaking of the education that is
around you in which you are self-learning on a day to day basis. You should seek knowledge from what
store to purchase your coffee to what roads to take and to what roads to avoid during high volume
scenarios. I’m speaking of the constant learning of the “new.” The constant learning and dedication of
creating, building, and elevating a “new” you. A new mindset. A new financial you. A new wealth
building of you…. And the beauty of this, you don’t have to do this alone. Once you discover your
WealthDNA, we will work together to achieve the new, wealth educated, improved you.
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D2- Only You Can Stop You
ONLY YOU CAN STOP YOU!!! The human mind is a beautiful, intelligent; yearning to absorb
information and most people do not take advantage of it. As quoted by Professor Sebastung Seung of
Computational Neuroscience at MIT, “Your brain contains 100 billion neurons and 10,000 times as many
connections.” The question is how many of these connections are being utilized and for what purpose….
Many people of today have become so robotic with their ways and day to day activities to the point they
convince themselves not to do something that can potentially change their lives. “It’s too hard or it’s
too much to read, I don’t have the time and I’m not in the mood”. You may validate time for other
activities that does not yield any result. Time and time you may tell yourself not to change. In the end,
your mind miraculously finalized and reinforced your decision on why not to do it. This is the very
essence of you getting in the way of yourself…. Only you can stop you. The time is now to change.
Not next week, Not next month, Not next year, But Now!!! If you are reading this. Then you are ready
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D3- Wealth Has No Look
Who can identify a wealthy person just by looking at them? There isn’t a jacket for it. There isn’t a
haircut for it. There aren’t vehicles for it. There isn’t even a house for it. These objects are a mere
perception. This perception of wealth is false. If anything, expensive jewelry, cars and clothes can be
more along the lines of debt accumulation than wealth creation and or preservation.
As the old saying goes, “Never judge a book by its cover”. Wealth has no look and will continue to not
have a look. Do not confuse looking professional with looking wealthy. The wealthy understands
perceptions do not equate to wealth. Income creating assets equates to wealth. Not the sweater that is
retailed for $599.99. There isn’t a department store for Assets that can be purchased and worn to your
heart’s content. You may have a neighbor that is close to reaching billionaire status and you would not
even notice. Hence, wealth has no look. This is part of the consumer’s disease. To consume high
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D4- Assets Over Everything
What is an asset? An asset is an item that goes up in value such as real estate, metals, and accounts
receivable. Something valuable that an entity owns, benefits from, or has use of, in generating income.
The opposite of an asset is called or known as a liability. Liability decreases in value in which would
represent a third party can claim (lenders or other creditors) when one is in default (Repossession of Car,
Foreclosure of Loan or Home). A liability can also be a claim against the assets or legal obligations of a
person or organization.
In a nutshell, if utilizing credit in a business transaction, a wealthy person is in a better position to get a
loan based on their assets and streams of income instead of someone who has multiple liabilities.
Purchasing an investment property outright can be considered an income generating asset in which you
own that entity in whole. Purchasing a vehicle outright may not create income but is still considered an
Real estate normally appreciates in value over time. The liability is essentially yours to pay based upon
the agreement but you “pass” this liability off to your tenants as their rent will pay your obligation to the
asset owner which traditionally is a bank or credit lender. If done correctly, you will be in the process of
creating wealth and not debt passively long term. The goal is to own as many assets as possible that
generate income and appreciate in value versus owning an asset that doesn’t generate income and
depreciates in value.
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D5- Your Money Has To Work Too!
Your money has to work too!!! Saving money is key. Investing money is the way. Investing money
with a guaranteed return is ideally the only way. You physically wake up every day to go to work and
return home after your shift is done. You are paid for your services in frequencies of weekly, bi-
weekly, or monthly payroll cycles. Your reward is occasionally a weekend off here and there due to the
fact you always bring work home with you. You receive two weeks off with pay for vacation and just
may increase to 4 weeks after working day in and day out for about 30 years at the same company. The
time clock changes and returns back to two weeks if you change jobs. The other benefit is, you get to
enjoy your life in your golden years when you retire at age 65 and that’s if you get the chance to retire
at 65.
But for the time being, this is your life. Day in… day out…. You wake up… go to work… go home… Rinse
and repeat. Now think about this concept. Imagine instead of you going to work, your money is
getting up every day and going into work and returning home. Day in and day out… While you
contemplate on deciding to get out of bed… Maybe staying in bed. Maybe go for a walk or catch up on
current events. Maybe do some traveling. Maybe do what you would like to do no questions asked
while your money goes to work day in and day out. Your money is working while you are sleeping.
This is the goal you need to achieve. Not want, but need to achieve. Not only you want your money
to work, you want your money to work and bring back guaranteed bonuses or in reality a return/profit.
This is one of the basic strands of the WealthDNA kit that we help you activate.
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D6- Code Word Frugal
It’s cool to be frugal and live below your means. Do not let anyone tell you otherwise. You have to
look at what are luxuries and what are necessities in your life. Do you really need the $500,000 home
or can you really get by living in $200,000 home? Do you really need the $50,000 vehicle or a vehicle
that is under $20,000? Being frugal is a mindset. Being frugal is great effective way to save money to
invest.
Why are there not more millionaires? Create a habit in subconscious mind when it comes to money and
can renew the mind. Disciple yourself for a very short period of time. People use excuse that can’t save
money because you’re in debt but it would serve you more to have your money working for you in both
In order to succeed, you must be frugal. Once this mindset is achieved, it transcends across your day to
day activities. It also makes you a more informed investor as you will start to head down the path of
Wealth
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WealthDNA™ Trait 2
WEALTH NON-NEGOTIABLES
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N1- Celebrating Is For Suckers
Celebrating is for suckers. Partying can be a good release, but not for every victory. Once in a while it
is good to deprogram yourself and just relax. It can also help with your creativity. But, celebrating on a
constant basis for no apparent reason other than for the sake of celebrating is pointless. This will put a
serious drain to your wallet and overall financial plan. Your spending money which is a tool to create
wealth on items that yield ZERO return just for emotional satisfaction. Stop it! It is ok to check off what
you have accomplished in your journey. Its better the Celebrate the Championship and not just the little
wins.
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N2- Killing Time Is A Sin
Instead of killing time, help save it. Harness it to the best of your abilities. As you grow into your elder
age, you are going to reflect wishing there was more time. When you add up how much chilling,
sleeping, and watching TV people do, you realize we under value time. Flip the switch and use the
disposable hours towards achieving your goals. You will work towards having more time for anything
that you desire or wish to obtain. Time is valuable. There are only 24 hours in a day, 168 hours per
week. A portion of that is spent sleeping. Another portion of that is spent at work or school. Majority of
people spend the remainder of time consumed by distractions or actions that never improve their
lifestyle (Watching TV, play video games, living on social media, talking on the phone). This transaction
occurs daily for years and gets us nowhere. Therefore, choose wisely of what you do during your free
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N3- Actions Beat Ambition
You are what your actions say you are, not your words. Everyone is solely judged on their actions. As
the old saying says, “Actions speak louder than words”. When tomorrow arises, make it a different day.
Do not wish it to be a different day, make it a different day. Formulate a plan the night before and
Be present and learn new things that are going to take your career, brand, business, financial freedom
and ultimate lifestyle to the next level. Have you ever read something or heard something that really
moved or motivated you but yet did not take action? Remember, we all have to start from somewhere.
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N4- Losses Are Lessons
creating a future win. Losses are what help create the millionaires
before he started his own, Michael Jordan was rejected by his High
School Varsity Team, Kevin Heart didn’t make the cut for Saturday
lesson from a loss nine times out of ten you will create a manual on
how not to fail. Many millionaires and billionaires lost a lot along
the way of building wealth. But what made them great is that they were able to identify the problem
that led to their loss and learned not to repeat the same mistakes again. Some pass on this valuable
information so that someone else does not repeat the same mistakes.
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N5- Those Who Own - Win!
The name of the game as mentioned before in previous pages “whomever owns the most income
generating assets wins” Ownership trumps all, good or bad. Most people are paying for items that a
creditor or lender owns until the debt has been settled. Ownership also creates leverage where you can
utilize the equity in an asset to purchase another. The numbers don’t lie, the wealthy gain the largest
success by owning the most assets. Climb the Ownership totem pole.
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N6- Seek Mentorship & Mentor Others
practices. Just as receive mentorship, you should also align yourself with individuals that have the same
ideals, principles, goals, and ambitions that you can mentor in turn. Create a network of wealth where
the DNA strands are familiar and identifiable. Continue to seek mentorship and continue to provide
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WealthDNA™ Trait 3
WEALTH AREAS OF EXPERTISE
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A1- Credit Mastery
Another key to success and wealth building is becoming an expert in managing your credit. This country
is built on credit. Once you understand the principle of credit and its purpose, you can use it to its true
potential in your favor. Meanwhile, the cash you have saved can be used in other instances. Many
people are afraid to use credit because of the responsibility that is involved. Some people are afraid and
discouraged in looking into their own credit as they have made mistakes in the past that may have left a
negative impact on their credit report. Every problem has a solution, the difficult part is identifying the
problem. The solution is the easy part. Once you identify the problems, you can create a plan and work
term wealth. It is the essential base or starting point of an income generating asset if done correctly.
This can create the financial freedom you are seeking from your full time and or part time job. Most and
if not all millionaires and billionaires started out in real estate. It is a great way to create passive
income that is easily scalable if done correctly. If you take a look around you. If you take a look around
your street alone. How many homes do you pass on a daily basis? Now imagine if you owned ten
percent or even fifty percent of the homes on your street. Push it even further, imagine if you owned all
of the next three streets over. Granted you would need the proper controls in place to run it efficiently.
The great thing is that there is a variety of transactions that one can invest in Residential Real Estate.
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A3- Business Start Up
Start your own business!!!! Why not? Another way of creating cash flow and building wealth long-term.
The other best kept secret is leveraging the taxes in your favor. America is built on small business. The
other practice that the wealthy incorporate into their business plan or strategy is tax optimization.
Learning and implementing best practices is the only way to experience success in a new business
venture. Lastly, you can create a business that someone else maybe interested in purchasing from you.
obtain assets. The stock market is one of the easiest places to obtain part ownership of company
without starting the corporation yourself through the purchase of shares. Like everything else, you have
to do your due diligence when it comes to investing as there are risks involved.
The stock market is another place you can create passive income through monthly or quarterly dividend
distributions that the company or corporation rewards its shareholders. There are ways in the markets
where you can invest in both sides so no matter what the market conditions are, you are either
preserving or increasing your wealth with the push of a button or a phone call away.
The difference between the stock market and real estate is, the stock market is more volatile and real
estate is more stable. Make the stock market your friend. It can reward your handsomely.
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A5- Commercial Real Estate
In the previous pages, we mentioned residential real estate and the cash flow potential it has. Now
picture this same cash flow potential, passive income on a grander scale. This is where commercial real
estate comes into play. Commercial Estate is king when it comes to cash flow if done correctly.
Although the rules are different for commercial real estate versus residential real estate, the cash flow
potential of commercial real estate is enormous. One commercial real estate deal alone may free you
from your 9 to 5. Pay down debts, provide a free place to live, and yield a return all in one. Yes this
may sound too good to be true and yes you may have to work a little to get it. But, it is definitely a
reality and some things in life you have to work to achieve your goals. The manageability is a lot easier
as everything is in one location and possibly under one roof. Cash is King and commercial real estate
skill, you will be able to apply those principles on analyzing other businesses and business deals. You
can shield yourself from liabilities through your business. All businesses have a standard structure so you
are not reinventing the wheel. The leverage you have also created with your business is an added
benefit. Part of the WealthDNA kit is to use another person’s money to work for you. You do not use
your own. You use your own for leverage. Be the master of your business…
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Activate Your WealthDNA™
What course will your life take? Where will you be or what will you KNOW 18 months from now? Own
your future by activating your WealthDNA. This message is not to impress you, but to impress upon you
to make a personal commitment to ADOPT the six Wealth Disciplines that the wealthy utilize, LIVE the
six Wealth Non-Negotiables without compromise and LEARN at least one, if not all of the Wealth Areas
of Expertise. As you know, action beats ambition every time. So, begin to practice the technical skills,
habits and disciplines practiced by the wealthy and super wealthy that only 10% of Americans have
adopted. This is the education traditional high schools, colleges and universities have failed to teach us.
The big picture… Financial prowess and understanding how wealth is made is not just those who are
already wealthy, we have the same ability to move the way the wealthy move and create the wealth
they have created or inherited. By adopting the Discipline they have, the Non-Negotiable life style they
live by and Learning the Areas of Expertise that they know so well, we begin to activate our own
WealthDNA traits. It is hen and only then that we begin to put ourselves in position to win.
When you fully understand and embrace the true definition of wealth outlined in this book and activate
your three WealthDNA traits, you become a better, more disciplined, more financially literate and
economically savvy, "you"! It’s time to activate your WealthDNA and allow yourself the formal wealth
education you and your family deserve by becoming a student of the Wealth Areas of Expertise at the
An institute designed for us, by us. You don't have to live poor mentally, emotionally or
financially any longer. The choice is yours... Activate your WealthDNA today!
www.JayMorrisonAcademy.com
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www.JayMorrisonAcademy.com
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