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Wednesday, September 9, 2009


Here at Whom You Know, we are committed to the pursuit of excellence, as in "Ever to Excel" - so this book we fully endorse!

You all may be wondering what is a cow? Cows are silent companions that negatively influence us in the form of excuses, rationalizations for mediocrity, and barriers to success. They fall into two categories: excuses and limiting attitudes. Peachy Deegan thinks we should all try to minimize all cows in our life!

We quote Cruz who quotes Shakespeare:
"Oftentimes excusing of a fault doth make the fault the worse by the excuse."

How true.

In this economy, it is easy to see how pessimism could set in, however, this is a limiting attitude that will only produce failure and frustration. In this book you will grow to realize what your cows are and mull over how you may turn them into positive progress in your life.

We would agree with Cruz who says:

*The enemy of great is good

*Perfectionism is one of the worst cows there is

*You become what you think about

*In life you either become a victim of the adverse circumstances you might be facing or succeed in spite of them.

According to Dr. Camilo Cruz, in order to succeed you need to get rid of the cows. What are cows, and what do they have to do with one’s success? As Mark Victor Hansen, co-creator of Chicken Soup for the Soul, writes in the introduction to ONCE UPON A COW: Eliminating Excuses and Settling for Nothing But Success (Perigee Hardcover; September 1, 2009; $19.95) by Dr. Camilo Cruz, “The cow symbolizes every excuse, habit, or justification that keeps us from living truly fulfilled lives.” Cows are the excuses people use to coast through life, and Dr. Camilo Cruz believes that getting rid of those cows is the ultimate way to succeed in business, marriage, and other endeavors.

The purpose of this book is to address people in all walks of life and encourage them to get motivated by forcing them to address and conquer the “cows” and reach their full potential.

Based on a life-altering parable, Dr. Cruz demonstrates how the cows people carry can be impediments to a successful life, “It is too easy to fall into the trap of being satisfied for at least having something.” These days people feel they are just lucky to a have job, so are not inclined to go out and look for a new job or career change they may have always dreamed of.

In ONCE UPON A COW, Dr. Cruz explains how these cows are created, accumulated, and how to get rid of them. Whether the cows are preventing one from losing those 10 extra pounds, taking a risk on a merger or acquisition, or instituting change in a marriage, Dr. Cruz’s guide will teach readers how to change their attitude and perspective, and begin that excuse-free life of fulfillment that is possible for anyone who wants more out of every day.



Dr. Camilo Cruz is a bestselling author, business coach, and motivational speaker. His workshops draw thousands, and his corporate clients include Goodyear, 3M, At&t, and Motorola. Originally from Latin America, he immigrated to the United States, where he went on to earn a Ph.D. from Seton Hall University and become a professor of Quantum Physics, Thermodynamics, and Mathematics. He lives in Miami with his family. Visit his website at

Kill Your Cows says Whom You Know!

ONCE UPON A COW: Eliminating Excuses and Settling for Nothing But Success

by Dr. Camilo Cruz

Foreword by Mark Victor Hansen, co-creator of the Chicken Soup for the Soul series

Perigee Hardcover

On-Sale: September 1, 2009

ISBN: 978-0-399-53540-6


Visit us on the web at

Penguin Group (USA) Inc. is the U.S. member of the internationally renowned Penguin Group. Penguin Group (USA) is one of the leading U.S. adult and children’s trade book publishers, owning a wide range of imprints and trademarks, including Berkley Books, Dutton, Frederick Warne, G.P. Putnam’s Sons, Grosset & Dunlap, New American Library, Penguin, Philomel, Riverhead Books and Viking, among others.

The Penguin Group is part of Pearson plc, the international media company.

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