IEA Book Club Webinar: In Conversation with Richard Koch


  • 25/08/2020
    18:00 - 19:00
The IEA Book Club is delighted to host renowned author and businessman Richard Koch, who will be discussing his forthcoming book “Unreasonable Success and How to Achieve It: Unlocking the Nine Secrets of People Who Changed the World”.

This webinar will be taking place on Tuesday 25th August at 6pm and will be chaired by the IEA Director General, Mark Littlewood.

Those who ask the five questions with the most Zoom upvotes will receive a signed copy of the book.

The pattern of success is fractal. It is endlessly varied, yet endlessly similar. Richard looks to show in his latest book that success does not require genius, consistency, all-round ability, a safe pair of hands or even basic competence. If it did, most of the people in this book would not have impacted the world as they did.

Who could have predicted that Nelson Mandela, a once-obscure lawyer, could have averted disaster in South Africa, reconciling people of different heritages to each other and establishing a viable democracy? Or that Helena Rubinstein, a young woman growing up in the grotty ghetto of Kraków, could have changed the face of beauty throughout the world? Or that the illegitimate son of a notary would become one of the world’s greatest painters, known universally by his first name, Leonardo?

Successful people typically do not plan their success. Instead they develop a unique philosophy or attitude that works for them. They stumble across strategies which are shortcuts to success, and latch onto them. Events hand them opportunities they could not have anticipated. Often their peers with equal or greater talent fail while they succeed. It is too easy to attribute success to inherent, unstoppable genius.

If you would like attend this webinar, please sign up here.

If you have any queries regarding the webinar, please get in touch with us at or call 020 7799 8906

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