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No one is born deserving anything - you only deserve what you achieve by yourself. Drawing from this, this title is based on the idea that success is about deciding what you want, working out what is important to you and then going out to grab it. It shows us how to be successful in whatever we choose in just ten easy steps.
John Bird was born just after the Second World War to a London Irish family in slum-ridden Notting Hill. Homeless at five, he went on to spend three years in an orphanage before, at the age of ten, embarking on a spree of shoplifting, house breaking, vandalism and arson. Periods in jail were followed in his twenties by the birth of three of his children and his metamorphosis into a successful businessman. At the age of 45, using his own life and professional experience, he founded the Big Issue and over the last fifteen years has overseen its development into an international movement which stretches from Tokyo to Totnes.