People can 'make the right decisions at the wrong time' - Motivational business expert on Ireland's financial crash
Ireland's financial crash was evidence of how people can "make the right decisions at the wrong time", according to the author of Keys to the Vault, Keith Cunningham.
He said this was a recipe for disaster in the business world, adding that there is no such thing as a rich victim.
"Sitting around and moaning and groaning about the environment will not address the issues that you need to face," he said.
The key to success in business is to find where there is a sub-standard offering which can be improved upon, the key message being "find out what they [the customers] want and give it to them".
Mr Cunningham was speaking at the Pendulum Summit, a self-empowerment business conference in Dublin's Convention Centre.
He said enthusiasm wasn't enough to succeed in business and that developing core business skills was the most important determinant for any successful business person, he said.
Mr Cunningham said that it was "not just about the idea, it's about the environment", adding that business leaders need to be aware and responsive to the climate in which they are operating if they are to avoid the pitfalls of succumbing to unforeseen events.
Pendulum Summit, the world’s leading business and self-empowerment summit, takes place on January 11th and 12th at the Convention Centre Dublin.