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Law 28: Enter Action With Boldness

In the image: Kylie Kristen Jenner is an American media personality, socialite, model, and businesswoman. She has starred in the E! reality television series Keeping Up with the Kardashians since 2007 and is the founder and owner of cosmetic company Kylie Cosmetics. Wikipedia

If you are unsure of a course of action, do not attempt it. Your doubts and hesitations will infect your execution. Timidity is dangerous: Better to enter with boldness. Any mistakes you commit through audacity are easily corrected with more audacity. Everyone admires the bold; no one honors the timid.

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Keys To Power

  • We want to avoid tension and conflict and want to be liked by all. We may contemplate a bold action but we rarely bring it to life. We are terrified of the consequences, of what others might think of us.
  • We may disguise our timidity as a concern for others, a desire not to hurt or offend, but in fact, we are really self-absorbed, worried about ourselves and how others perceive us.
  • Few are born bold. Even Napoleon had to cultivate the habit.
  • You must practice and develop your boldness. The best place to begin is the world of negotiation.
  • If boldness is not natural, neither is timidity. Both are acquired.


  • Boldness should never be the strategy behind all your actions. It is a tactical instrument to be used at the right time.
  • Plan and think ahead, and make the final element the bold move that will bring you success.


In the image: The Majestic Eiffel Tower

If you’re confident enough to play the role of Monsieur Lustig, one of the greatest con artists in history, selling the Eiffel Tower to greedy scrap metal business owners looking to make a fortune overnight for millions of dollars, not once, but twice – one thing is crystal clear. You’re not playing around. You don’t hesitate and your moves have a high rate of success, be that in seduction, strategy, or power games. 

There’s that one split second before a boxing fight, where Mike Tyson’s opponent will flinch and break eye contact. He already knows he’s beaten. There’s that scene where Marco Polo & Kublai Khan stare down a wolf. It’s hesitation versus boldness. In order to be fearless, you need courage. Be bold.

About The Book

The 48 Laws of Power (1998) is a non-fiction book by American author Robert Greene. The book is a bestseller, selling over 1.2 million copies in the United States.

Buy The 48 Laws of Power or Listen to it for FREE on Audible