You’ve seen the black and gold cover. It’s been sitting on airport bookstore shelves and in the "Business" section of thrift stores for years. Think Big and Kick Ass: In Business and in Life isn't exactly a subtle title. Written by Donald Trump and Bill Zanker—the founder of The Learning Annex—the book was published back in 2007, right as the world was teetering on the edge of a global financial crisis. But honestly, if you look past the aggressive branding and the mid-2000s bravado, there’s a specific psychological framework here that most people completely misinterpret.
It's not just about being loud.
Most people think "thinking big" is just about setting a high revenue goal or wanting a bigger house. That’s boring. Real big thinking, the kind Zanker and Trump actually discuss in those pages, is about a total refusal to accept the standard "No" that society throws at you every single day. It's about being a bit of a contrarian. Actually, it's about being a lot of a contrarian.
The Reality of the Think Big and Kick Ass Mindset
When Bill Zanker started The Learning Annex, he was basically broke. He had a few hundred dollars and a lot of nerve. He didn't just want to start a small tutoring center; he wanted to create a platform where the most famous people in the world would teach everyday folks. That is the essence of Think Big and Kick Ass. It’s the audacity to call up a billionaire's office when you’re still working out of a studio apartment.
It's sort of wild how much the book focuses on "revenge" and "getting even." This is where it loses a lot of modern readers who prefer the softer "servant leadership" style of today. Trump writes extensively about hitting back twice as hard if someone screws you over. Whether you agree with that ethically or not, from a pure business strategy perspective, it’s about establishing a reputation. In the cutthroat world of New York real estate where this philosophy was forged, being "nice" was often seen as being "prey."
The book argues that the world is a tough place. It’s not a playground. It’s a battlefield.
Why Passion is Actually a Requirement (Not a Cliche)
We hear "follow your passion" so much it makes most of us want to scream. But in the context of this book, passion is framed as a fuel source for the "kick ass" part of the equation. If you don't actually care about what you're doing, you’re going to quit the moment things get difficult. And they always get difficult.
Think about it.
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If you're trying to disrupt an industry or start a company from scratch, you're going to face 18-hour days and constant rejection. If you aren't obsessed, you'll find a logical reason to stop. Successful people are often deeply illogical in their persistence. They have this weird, almost delusional belief that they will win. This isn't just "positive thinking" in the The Secret kind of way. It’s more aggressive. It’s about backbreaking work paired with an refusal to see failure as a permanent state.
Dealing with the "Naysayers" and Internal Friction
One of the most practical sections of the book deals with the people around you. You've probably experienced this. You have a big idea, you're excited, and you tell a friend or a family member. They immediately tell you why it won't work. They mention the economy. They mention your lack of experience.
Trump and Zanker call these people "losers."
That’s a harsh word. Kinda mean, actually. But the point they’re making is that your environment dictates your ceiling. If you surround yourself with people who think small, you will eventually shrink to fit their expectations. To Think Big and Kick Ass, you have to be willing to prune your social circle. It sounds cold, but if you're trying to build a skyscraper and everyone you know is terrified of heights, you’re never going to get past the foundation.
The "Kick Ass" Part: Execution over Theory
A lot of business books are "all hat and no cattle." They give you 400 pages of theory and zero instructions on what to do on Monday morning. While Think Big and Kick Ass is heavy on anecdotes, the underlying message is always about momentum.
- Stop over-analyzing the risks.
- Make the phone call you’re afraid to make.
- Push for a better deal even when you think the current one is "fine."
- If someone pushes you, push back harder to ensure they never do it again.
It’s a very visceral way of doing business. It’s about gut instinct. Trump often mentions that he doesn't rely on massive market research reports. He talks to people. He looks at the site. He trusts his "feel" for the deal. In a world of Big Data and AI, there’s something almost refreshing about that raw, human intuition—even if it's risky.
The Controversy of the "Get Even" Philosophy
Let’s be real for a second. The idea of "always getting even" is the most controversial part of the book. Most modern HR departments would have a collective heart attack if this was the official company manual. However, the psychological core here is about leverage.
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In any negotiation, if the other party knows you’re "too nice" to walk away or "too kind" to fight back, they will take advantage of you. You’ve seen it happen. The person who works the hardest but never asks for a raise. The freelancer who lets clients skip out on bills. The Think Big and Kick Ass approach says that by being "tough," you actually save yourself trouble in the long run. People learn that messing with you is expensive and painful, so they stop doing it.
It's a deterrent strategy. Like a "No Trespassing" sign with a picture of a very large dog.
Momentum is Your Only Protection
There’s a great bit in the book about how speed is a weapon. In business, the longer a deal takes to close, the more likely it is to die. Lawyers get involved. The market shifts. Someone gets cold feet. To "kick ass," you have to move at a pace that makes other people uncomfortable.
- Decision making: Do it fast.
- Problem solving: Don't let it fester.
- Expansion: If something is working, double down immediately.
This isn't about being reckless. It's about understanding that time is the only resource you can't get back. If you’re thinking big, you don’t have time to dither over minor details that won't matter in five years.
How to Actually Apply This Without Being a Jerk
You don’t have to be a billionaire or a reality TV star to use these principles. You can apply the Think Big and Kick Ass philosophy to a side hustle, a fitness goal, or even just your career trajectory.
Start by auditing your goals. Are they actually "big," or are they just the next logical step that everyone expects you to take? If your goal doesn't scare you at least a little bit, it’s probably not big enough.
Next, look at where you’re settling. Most of us settle in small ways every day. We accept a "no" from a gatekeeper. We accept a mediocre seat at a restaurant. We accept a lukewarm response to a proposal. Start practicing "kicking ass" by simply not accepting the first mediocre option presented to you. Ask for more. Push the envelope. See what happens.
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Most people are so shocked when someone actually pushes back or asks for something better that they just... give it to them. It’s a weird glitch in human social dynamics.
Actionable Steps for the "Think Big" Lifestyle
Forget the five-year plan for a minute. That’s too far away. If you want to change your trajectory, you need to change your "force" today.
Identify your "Big" target. What is the one thing that, if you achieved it, would make all your other current problems irrelevant? That’s your Big Goal. Stop focusing on the "how" for a second and just admit what the "what" is.
Audit your influences. Look at the five people you talk to most. Do they talk about ideas and growth, or do they talk about other people and why things are unfair? If it’s the latter, you need new friends. You don't have to ghost them, but you need to stop letting their "smallness" infect your brain.
Practice the "Ask." Tomorrow, ask for something you don't think you'll get. A discount, a better assignment at work, a meeting with someone "out of your league." The goal isn't necessarily to get the "yes"—it's to get used to the discomfort of asking. This builds the "kick ass" muscle.
Develop a "Thick Skin" Protocol. Decide right now that criticism from people you wouldn't trade places with doesn't count. If someone who has never started a business tells you your business idea is dumb, their opinion has a numerical value of zero.
Move faster. Whatever you were planning to do next week, do it by Wednesday. Speed creates a specific kind of energy that attracts opportunities.
The philosophy behind Think Big and Kick Ass isn't about being "perfect." It's not about being the most liked person in the room. It’s about being the person who gets things done while everyone else is still busy talking about why it can't be done. It's a choice to live at a higher frequency. It’s definitely not for everyone, and honestly, that’s probably why it works for the people who actually do it.