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A pioneer in performance psychology, he nurtured Jonny Wilkinson into rugby's most feared kicker, and has helped Premiership footballers, number one golfers and England cricketers deliver on the biggest stage.  Now Dave Alred is finally ready to share his eight groundbreaking principles, distilling his life's work into this accessible, inspirational book.  From cultivating a no-limits mindset to unleashing the performance-enhancing powers of language, THE PRESSURE PRINCIPLE will help you produce your best in work and at home. Read it and you'll never miss a shot again.  'Dave Alred is a genius. 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We can all learn from him' Matthew Syed, bestselling author of Black Box Thinking and Rebel Ideas  'Dave Alred is a genius. There is simply no-one around to match him in his field' Jonny Wilkinson  _____________________________  LEARN TO THRIVE UNDER PRESSURE WITH A LEADING PERFORMANCE COACH  Pressure is everywhere. Whether it's the stress of hitting an important work deadline, an upcoming job interview, or an end of year exam, it gets the better of us all sometimes. So, how can we achieve our best under pressure and use it to our advantage?  In The Pressure Principle, Dave Alred shares eight practical, ground-breaking lessons that you can easily apply to your day-to-day life to help you deal effectively with pressure and perform at your very best. After years of teaching, researching, and coaching, Alred has seen first-hand the consequences that pressure can produce and has created the ultimate universal guide to overcoming this for anyone who needs it. 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