Mary Kay believed in the potential of women so much she encouraged them to set extraordinary goals – and then work their plan. To her, "Success was enthusiasm in action."

  "We must have a theme, a goal, a purpose in our lives. If you don't know where you're aiming, you don't have a goal. My goal is to live my life in such a way that when I die, someone can say, she cared."
"When you reach an obstacle, turn it into an opportunity. You have the choice. You can overcome and be a winner, or you can allow it to overcome you and be a loser. The choice is yours and yours alone. Refuse to throw in the towel. Go that extra mile that failures refuse to travel. It is far better to be exhausted from success than to be rested from failure."
"The definition of successful people is simply ordinary people with extraordinary determination. You cannot keep determined people from success. If you place stumbling blocks in their way, they will use them for stepping-stones and climb to new heights. People who succeed have a goal, a dream and make their plans and follow them."
"I was taught to put my best effort into anything I did, and I can honestly say I've always done that. Still, there were many times when I failed, many times when I was disappointed. We didn't set the world on fire from the first day: disappointments, setbacks and work have created the Company as it is today. I envisioned a company in which any woman could become just as successful as she wanted to be. The doors would be wide open to opportunity for women who were willing to pay the price and had the courage to dream."

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