As I end this series on the master keys to success, I wish to discuss persistence, perseverance, the refusal to give up even in the face of the most daunting odds.

Persistence and perseverance are so important that if you do not understand and practise this principle, you will probably not achieve your goals. Inspirational writer Dr Richard Kimbro says, "Without [persistence], you can never fully enjoy riches of any kind - spiritual or material. With this principle, others will stand and view your efforts and accomplishments with awe."

Persistence is the essential characteristic that is necessary to achieve greatness. Added to the other four master keys - dreaming, envisioning, setting goals, working hard, persistence and perseverance will inevitably lead to success. Many people give up just before they achieve success. But a winner never quits and a quitter never wins. Persist, persist, persist. Persevere, persevere, persevere. Never give up.

Calvin Coolidge had this to say about persistence:

Educated derelicts

"Nothing in the world can take the place of persistence. Talent will not; nothing is more common than unsuccessful men with talent. Genius will not; unrewarded genius is almost a proverb. Education will not; the world is full of educated derelicts. Persistence and determination alone are omnipotent."

Persistence means purpose, conviction, an unwavering belief that you will succeed eventually. It means courage, enthusiasm, a never-say-die attitude. It means, above all, never giving up and never giving in. No great achievement comes easily.

Life is a curious amalgam of bitter and sweet, of tragedy and triumph, of victory and defeat. Life will sift out the weak, the lazy, the unmotivated and will hand its prize to the determined, the one who says, "If it's going to be, it's up to me. I will not give up."

Sir Winston Churchill had trouble at school. He took three years getting through eighth grade because he had trouble learning English. Yet, he went on to become one of the great orators of the day.

Oxford University invited him to give a commencement address and Churchill arrived in his usual top hat, with cigar and cane. As Churchill approached the podium the crowd rose to applaud him. He stood with poise and dignity before his learned audience.

Bellowed 'Never give up'

Taking off his top hat and carefully placing it on the podium beside him, he removed his cigar and looked intently at the waiting audience. Then, with a stentorian voice he bellowed, "Never give up." Several seconds passed before he thundered again, "Never give up! Never, never, never!"

There was a deafening silence as he reached for his top hat and cigar, took his cane and lumbered off the platform. This was no doubt the shortest commencement address ever given, but to war-battered Britain, it was one of the greatest speeches ever made. Whenever you are tempted to quit in the face of trials and tribulation, remember Churchill's words.

Next week, I will look at some of Sherman's 'Code of Persistence' as it has shaped the lives of great achievers.

Tony Williamson is an international motivational speaker, sales trainer, author and lifestyle consultant. Email tonywilliamson_57@yahoo.com.