THE #1 INTERNATIONAL BESTSELLERAs seen in TIME Magazine and on High Performance podcast'This book could change your life' - Time Out'A remarkable reflection on values and psychology based on hard-won experience' - Rory StewartExpert advice to master your potential, from the founder and CEO of Discovery and Vitality.Adrian Gore built a company from a single, bold idea into a global financial group serving over 50 million customers across more than forty markets. He didn’t just scale a business; he created a whole new shared-value business model, a system so revolutionary it’s taught as a case study at Harvard Business School and has been recognized by Fortune magazine as ‘changing the world’.In The Four Principles, Gore reveals the framework and guiding principles that powered this success for the first time. Moving beyond standard leadership advice, he explores the behavioural science and ‘multiplier effect’ that occur when these four principles intersect:Disciplined Optimism: We have a default tendency to seek out negative signals. Learn why choosing optimism is the most rational path to seizing overlooked opportunities.Focused Urgency: Why your perceived time to make an impact is shorter than you think. Recognizing this can act as your greatest motivator.Declared Goals: Psychologically, avoiding a loss feels twice as important as achieving a gain. Setting bold goals triggers this force, unlocking radical motivation and decisive action.The ‘Pareto Tail’: Building on the other principles, learning to identify and target a few high-power decisions can determine your life’s entire trajectory.Gore argues that our instincts, shaped for a simpler, linear world, often mislead us in today’s complex, networked age. The Four Principles challenges these outdated mental models and shows you how to harness your potential for truly remarkable results – personally and professionally.‘Demonstrates how to create enduring value’ – Larry Fink, Chairman and CEO of BlackRock‘Important reading for those aspiring to leadership or seeking to make an impact on the world’ – Lord William Hague, Chancellor of the University of Oxford‘The Four Principles distils decades of leadership and insight into a practical framework that explains what matters – and why’ – Sir Mark Tucker, Chairman, AIA Group‘For leaders seeking to create outsized impact’ – Ruth Porat, President and CIO of Alphabet and Google