John Paul DeJoria credits Dale Carnegie with his first big break

Billionaire entrepreneur John Paul DeJoria says Dale Carnegie’s How to Win Friends and Influence People shaped his sales instincts, his business approach and his new memoir. The Paul Mitchell and Patrón co-founder shared the story on Chris Collins’ Books That Changed My Life as he promoted Success Unshared Is Failure.

Why it matters: - John Paul DeJoria is using his platform to argue that basic communication skills still drive business success. - The message is central to his new memoir, Success Unshared Is Failure, which targets readers questioning whether the American Dream still works. - DeJoria’s story ties a classic self-help book to two major consumer brands and to his sales philosophy.

What happened: - DeJoria appeared on the latest episode of Books That Changed My Life, hosted by Chris "Bulldog" Collins. - DeJoria said Dale Carnegie’s How to Win Friends and Influence People is the first book he recommends. - DeJoria read the book once in 1964 and says it has stayed at the top of his list ever since. - DeJoria said the book taught him how to speak to people, answer questions and avoid coming across badly. - DeJoria said he later applied the same lessons while selling Collier’s Encyclopedias door to door in Los Angeles after leaving the Navy.

The details: - DeJoria said the encyclopedia job was commission only, with no leads and four days of unpaid training before the first sales call. - He said managers at daily meetings on Seventh Street told salespeople to read How to Win Friends and Influence People. - DeJoria said the average Collier’s salesperson lasted three and a half days, while he lasted three and a half years. - He said he read Carnegie’s book a chapter at a time and put each lesson into practice immediately. - In 1980, DeJoria and hairdresser Paul Mitchell launched John Paul Mitchell Systems with three products, no advertising budget and no staff beyond the two founders. - DeJoria said he was living in his car during part of that period. - He said he spent weeks visiting salon doors along Ventura Boulevard, sold 12 salons and asked each one to leave the payee line blank on its check. - He then pitched the largest beauty supply house in Los Angeles and was initially turned down. - DeJoria said he showed the buyer 12 checks from salons he had already sold, which led to an order for about $2,000 in merchandise. - He said the product sold out in a week. - DeJoria also discussed selling Patrón, saying he used an intentionally high price because he did not want to sell the company. - When buyers accepted the number, he agreed to the deal in two seconds. - The episode frames the sale around Collins’ line that it is better to win than be right. - DeJoria’s memoir asks practical questions about leadership, including how to correct employees in a way that preserves respect and goodwill.

Between the lines: - DeJoria is recasting personal hustle as a repeatable skill set rather than a one-time success story. - His comments also position Carnegie-style interpersonal advice as relevant to modern sales, management and entrepreneurship. - The memoir appears aimed at younger readers who are skeptical that today’s economy offers the same paths he found decades ago.

What’s next: - DeJoria is promoting Success Unshared Is Failure as a guide for readers who want proof that the American Dream still has traction. - The full conversation is available to watch here. - Books That Changed My Life said recent guests have included Patton Oswalt, Susan Lucci, Andrew Bustamante, Lisa Rinna, Jenna Johnson, Joan Lunden and Bill Nye.

The bottom line: - DeJoria says one book helped shape his sales approach, his business growth and his view of success itself.