Brad Sugars talks about achieving your goals in business and life through generalized principles. He does so by explaining the generalized principle of Critical Mass, the point at which business becomes self-generating. He illustrates this through the growth of market penetration, and demonstrates how everything grows in a similar pattern. He defines mass in business and explains how to grow the mass in business – both internally and externally. He then shows business owners ways in which they can turn their business into one that multiplies and grows geometrically, instead of arithmetically by achieving critical mass.