Complete Guide to His Life, Philosophy, Quotes & Legacy
Discover the complete story of J. Earl Shoaff (1916-1965), the legendary entrepreneur and motivational speaker known as “The Millionaire Maker.” Learn about his transformative success principles, famous quotes, mentorship of Jim Rohn, and lasting impact on personal development. This comprehensive guide includes all his teachings, philosophy, and the secret laws of success that created multi-millionaires.
Table of Contents
• Who Was J. Earl Shoaff?
• Early Life & Biography
• Rise to Success: From Dry Cleaner to Multi-Millionaire
• The Jim Rohn Connection
• Core Success Philosophy & Teachings
• Complete Collection of J. Earl Shoaff Quotes
• The Laws of Success
• Goal Setting Method
• Books & Resources
• Legacy & Impact
Who Was J. Earl Shoaff? The Millionaire Maker
John Earl Shoaff (March 21, 1916 – September 6, 1965) was an American entrepreneur, motivational speaker, and network marketing pioneer who earned the moniker “The Millionaire Maker” for his extraordinary ability to transform ordinary people into successful millionaires through his revolutionary success principles and mentorship.
Shoaff served as President and Board Chairman of the Nutri-Bio Corporation, a multi-level marketing organization that sold vitamin, mineral, and protein dietary supplements. Under his leadership, the company achieved remarkable success, growing to six million dollars per month in sales with 115,000 distributors across the USA and Canada.
Most significantly, Earl Shoaff was the personal mentor of Jim Rohn, who went on to become one of the most influential motivational speakers of all time and mentor to Tony Robbins. Through this mentorship lineage, Shoaff’s philosophy has touched millions of lives worldwide.
Early Life & Biography: Against All Odds
Born with a Heart Condition
J. Earl Shoaff was born on March 21, 1916, in Plain Grove, Pennsylvania. From birth, he faced seemingly insurmountable challenges. Born with a serious heart condition, doctors did not expect him to survive childhood. This early confrontation with mortality would shape his philosophy about making every day count and pursuing ambitious goals.
The Great Depression Years
At age 14, during the height of the Great Depression, Earl left school in the ninth grade to help support his family. He found work at a local dry cleaning business, where his strong work ethic and natural leadership abilities quickly became apparent. Through dedication and excellence, he worked his way up from entry-level positions to become the manager of the establishment.
World War II Service
During World War II, Earl Shoaff’s heart condition prevented him from enlisting in the military. However, his desire to serve was undeterred. He volunteered overseas as a medical volunteer with the American Field Service, demonstrating remarkable courage and commitment. After the war, doctors informed him that this combat duty had caused further heart complications, adding urgency to his life mission.
Marriage and Early Business
After returning from the war, Earl married his sweetheart, Flossie. Together, they opened their own dry cleaning business in Michigan called “Earl’s Cleaners.” In 1950, seeking new opportunities, the Shoaffs sold the business and moved with Earl’s parents to Long Beach, California. Earl took a job at Desmond’s department store pressing suits, but this was merely a stepping stone to his destiny.
Rise to Success: From Dry Cleaner to Multi-Millionaire
The Life-Changing Meeting with J.B. Jones
In 1953, a pivotal moment occurred that would change Earl Shoaff’s life forever. His next-door neighbor, Marvin Wendt, invited the Shoaffs to attend a success lecture in Long Beach given by J.B. (James Breckenridge) Jones. Jones was touring the country giving lectures on how anyone who applied the “laws of success” could be, do, and have anything they wanted.
Jones had founded a nutritional supplement company called “The AbundaVita Corporation of America” and had written a book about his philosophy titled “If You Can Count to Four.” This simple yet profound philosophy resonated deeply with Shoaff.
Success with AbundaVita
Shoaff joined AbundaVita and threw himself into mastering Jones’ success principles. His natural charisma, speaking ability, and genuine belief in the product and philosophy led to rapid advancement. He was eventually promoted to Vice President of Sales.
Shoaff began touring the country giving speeches on Jones’ success philosophy and recruiting others into AbundaVita. His motivational speaking style was magnetic, and he had an extraordinary ability to inspire people to believe in themselves and take action on their dreams.
Founding Nutri-Bio Corporation
In July 1957, Earl Shoaff, along with Rich Schnackenberg and Harry Ebbert, left AbundaVita to start The Nutri-Bio Corporation. This decision proved to be extraordinarily successful. The company experienced explosive growth, eventually reaching:
• $6 million per month in sales
• 115,000 distributors across the USA and Canada
• Multi-millionaire status for Earl Shoaff
Through Nutri-Bio, Shoaff not only achieved personal wealth but created a platform where he could share his success principles with thousands of people, transforming lives and creating numerous millionaires in the process.
The Jim Rohn Connection: A Mentorship That Changed History
The First Meeting
One of the most significant relationships in personal development history began when a 25-year-old Jim Rohn attended one of Earl Shoaff’s AbundaVita seminars in 1955. At the time, Rohn was working as a stock clerk at Sears, earning $57 per week in take-home pay. He was married, had a family, was falling behind on bills, and had no savings.
A friend had been telling Rohn about an extraordinary man he had gone to work for, building up Shoaff’s character and success to such a degree that Rohn’s curiosity was piqued. When Rohn finally attended a Shoaff presentation, something profound happened.
Jim Rohn later recounted: “To this day, I can’t tell you exactly what he said, I just knew that I would have given anything to be like him.” Rohn approached Shoaff after the meeting with a simple goal: somehow get around this man and learn the secrets of wealth and happiness.
The Transformation Begins
Rohn signed up as a distributor of AbundaVita’s product line, and Shoaff took him under his wing as a personal mentee. The relationship that developed would become legendary in the personal development world.
One of Shoaff’s first lessons to Rohn became the foundation of Rohn’s later teachings: “Jim, if you want to be wealthy and happy, learn this lesson well: Learn to work harder on yourself than you do on your job.”
Another critical teaching: “To have more than you’ve got, become more than you are.” This simple yet profound principle would become one of Rohn’s most famous quotations, passed down through generations of success seekers.
Success with Nutri-Bio
When Shoaff left AbundaVita in 1957 to co-found Nutri-Bio, Rohn followed his mentor. In 1960, when Nutri-Bio expanded into Canada, Shoaff and the other founders put Rohn in charge of the Canadian division as Executive Vice President. Through Shoaff’s mentorship and his own application of the success principles, Rohn built one of the largest organizations in the company.
Under Shoaff’s guidance over six years, Jim Rohn went from broke to millionaire by age 31. This transformation wasn’t just financial; Rohn developed a personal philosophy and understanding of success that would later influence millions worldwide.
The Legacy Continues
Jim Rohn went on to mentor numerous successful individuals, including Tony Robbins, Mark Victor Hansen, Jack Canfield (Chicken Soup for the Soul), Brian Tracy, Darren Hardy, and T. Harv Eker. Through this mentorship lineage, Earl Shoaff’s teachings have influenced millions of people worldwide, making him one of the most important figures in the modern personal development movement.
Core Success Philosophy & Teachings
Earl Shoaff’s success philosophy was built on several foundational principles that he taught through his speeches, seminars, and personal mentorship. These principles are as relevant today as they were in the 1950s and 60s.
1. The Law of Sowing and Reaping
Shoaff taught that life operates according to universal laws, just like the law of gravity. The Law of Sowing and Reaping states that whatever you plant (in thought, word, or action) will return to you multiplied. Plant good seeds, reap good harvests. Plant negative seeds, reap negative consequences.
As Shoaff explained: “If you plant a watermelon seed, you are not going to get grapefruit. What you go after, and whatever you seek, is what you will get.”
2. Everything Comes From Within
One of Shoaff’s core principles was personal responsibility. He taught: “Everything comes through us from us. Everything in this world that happens to us comes from here, not out here.” (pointing to the heart/mind, then gesturing outward)
This principle emphasizes that we are the creators of our reality. Our external circumstances are a reflection of our internal state, beliefs, and actions. To change your life, you must first change yourself.
3. Personal Development is Primary
Shoaff believed that income rarely exceeds personal development. As he taught Jim Rohn: “To have more, you’ve got to become more.” This became one of the most famous principles in personal development.
The focus should always be on who you are becoming, not just what you are getting. Your net worth will naturally align with your personal worth.
4. The Power of Clear Goals
Shoaff emphasized having crystal-clear, written goals for every area of life. He taught that vague wishes produce vague results, while specific, detailed goals create specific results.
Warning: “Don’t set your goals too low. If you don’t need much, you won’t become much.”
5. The Subconscious Mind and Visualization
Shoaff taught that the subconscious mind cannot distinguish between vividly imagined experiences and real ones. By clearly visualizing your goals and affirming their attainment, you plant seeds in your subconscious that will manifest in your reality.
As he explained: “The planting of the seeds, in the earth, is basically and absolutely the same process that you use in the mental world.”
6. The Power of Giving and Service
Shoaff taught that achieving financial abundance is as much about what you contribute as what you receive. He emphasized rendering quality and quantity of service to others.
The principle: You will never have anything without giving first. Everything you give returns to you, multiplied.
7. Controlling Your Thoughts
Shoaff was a strong advocate for positive thinking and mental discipline. He taught: “If you don’t want to think about oranges, change the thought and think about bananas, if you want. If you don’t want to think about lack, change the thought and think about prosperity. If you don’t want to think about hate, think about love.”
Complete Collection of J. Earl Shoaff Quotes
Here is the most comprehensive collection of J. Earl Shoaff’s wisdom, compiled from various sources including his famous speeches, recordings, and the teachings passed down through Jim Rohn.
On Personal Transformation
• “If you change, everything changes for you.”
• “To have more than you’ve got, become more than you are.”
• “Learn to work harder on yourself than you do on your job.”
• “Income rarely exceeds personal development.”
• “For things to improve you must improve.”
On Success and Greatness
• “The true mark of greatness is not found in what a person does with their own life. It is found in helping others discover that, they too, can become great.”
• “Don’t set your goals too low. If you don’t need much, you won’t become much.”
• “There is nothing like losing all you have in the world for teaching you what not to do. And when you know what not to do in order not to lose money, you begin to learn what to do in order to win.”
• “Expect wonderful things.”
On Time and Discipline
• “Days are expensive. When you spend a day you have one less day to spend. So make sure you spend each one wisely.”
• “Discipline is the bridge between goals and accomplishment.”
• “Motivation is what gets you started. Habit is what keeps you going.”
On Universal Laws
• “We have laws to success. We have laws of poverty. We have laws of lack, laws of prosperity. We have laws of hate. We have laws of love. We have laws of peace. All of these are basic laws. If we use them rightfully, wonderful things will happen to us. If we use them wrong, then we get ourselves in trouble.”
• “Everything comes through us from us. Everything in this world that happens to us comes from here, not out here.”
• “If you plant a watermelon seed, you are not going to get grapefruit.”
On Planting Mental Seeds
• “If you plant a seed in the earth, you must plant it properly.”
• “The planting of the seeds, in the earth, is basically and absolutely the same process that you use in the mental world.”
• “When we plant in the subconscious mind, and it’s there, the dream is there.”
• “Don’t just have one seed planted, folks – plant many seeds – any great desire you have in your life – a tangible object or intangible object.”
On Thinking and Mindset
• “If you don’t want to think about oranges, change the thought and think about bananas, if you want. If you don’t want to think about lack, change the thought and think about prosperity. If you don’t want to think about hate, think about love. If you don’t want to think of anything negative, put a positive idea in your head.”
• “People like negative things. They seem to vibrate with them. For some strange reason, they don’t want things that are negative in their life, but they keep insisting on talking about them.”
• “This country today is teaching too many children what to think instead of how to think.”
On Dreams and Challenges
• “Don’t wish for less challenges, wish for more wisdom.”
• “Too many people stop their dreams because they start thinking about that thing that is not necessary in order to have it.”
• “The walls we build around us to keep sadness out also keeps out the joy.”
On Creating Ideas
• “Be a creator of ideas. Let’s not be moons, the reflector of ideas. Let’s be suns, let’s be the creator of the light; let’s be the creator of the ideas because we all have a capacity – that guardian of the gate as the conscious mind.”
On Life’s Abundance
• “Life never, never withholds anything from anyone. Love, health, wealth, companionship. All there exist in infinite abundance. We alone are the ones that prevent our own good from flowing, simply because we are not aware of nature’s abundance and the tremendous power dormant in each of us.”
On Belief and Faith
• “Be naive enough to believe what I say for just thirty days and you will be on your way to a new life.”
The Laws of Success: Earl Shoaff’s Universal Principles
Earl Shoaff taught that success operates according to universal laws that work as predictably as the law of gravity—if you understand and apply them correctly. Here are the core laws he identified:
Law #1: The Law of Attraction
You attract what you are, not what you want. As Shoaff taught: “What I am speaks so loudly I can’t hear what you say.” Your dominant thoughts, beliefs, and vibration determine what you attract into your life.
Law #2: The Law of Cause and Effect (Sowing and Reaping)
Every action has a corresponding consequence. Plant good seeds (thoughts, actions, service) and you will reap good harvests (results, wealth, relationships). This law operates with mathematical precision.
Law #3: The Law of Belief
Whatever you believe with conviction becomes your reality. The subconscious mind accepts whatever you program into it with feeling and repetition. Your beliefs create your reality, so choose them consciously.
Law #4: The Law of Expectation
What you expect tends to be realized. Shoaff taught: “Expect wonderful things.” Your expectations shape your perceptions, decisions, and ultimately your outcomes.
Law #5: The Law of Correspondence
Your outer world corresponds to your inner world. As within, so without. Change yourself and your circumstances must change accordingly.
Law #6: The Law of Abundance
The universe is abundant, not scarce. There is more than enough for everyone. Scarcity exists only in the mind. When you align with abundance consciousness, you tap into unlimited resources.
Law #7: The Law of Giving and Receiving
The more you give (in service, value, love), the more you receive. You cannot receive without giving first. Everything you give returns to you multiplied, in some form.
Earl Shoaff’s Goal Setting Method: Planting Seeds in Your Mind
One of Earl Shoaff’s most powerful and practical teachings was his goal-setting method. This process coordinates the conscious and subconscious mind to achieve any goal. Here’s the exact method he taught:
Step 1: Define Your Goal with Complete Clarity
Get a piece of paper and start defining what you want. Be specific. As Shoaff taught: “Pinpoint every drop of that dream that you have in your mind. Define it so clearly on that piece of paper that you can completely see it in your mind.”
Don’t just write “I want to be successful” or “I want more money.” Instead, write exactly what success looks like for you. What kind of house? What kind of car? What kind of relationships? What kind of lifestyle? Be ultra-specific.
Step 2: Make It Believable
This is critical. Your goal must be something you can actually imagine yourself achieving. As Shoaff explained with an example: A person might write down that they want the Statler Hotel, but if they can’t even imagine themselves owning it, the seed won’t plant.
Your conscious mind acts as the “guardian of the gate” to your subconscious. It won’t allow seeds to be planted that it fundamentally rejects as impossible. Start with goals that stretch you but that you can genuinely believe in achieving.
Step 3: Write ‘Thank You’ on It
Once you’ve written your goal with complete clarity, write “Thank You” at the bottom. This creates a feeling of gratitude as if you’ve already received it. This emotional component is crucial for planting the seed in your subconscious mind.
Step 4: Plant the Seed (Put It Away)
Here’s where Shoaff’s method differs from many goal-setting systems: “Plant that seed and put it away.” Don’t read it every day. Don’t constantly review it. Just like a seed planted in the ground, you don’t dig it up every day to check on it.
The act of writing it clearly and putting it away allows your subconscious mind to work on it without interference from your conscious doubts and worries.
Step 5: Trust the Process
Shoaff taught: “It will start to materialize and it will start coming into your life.” Have faith in the process. Your subconscious mind, working with the universe’s laws, will begin to guide you toward opportunities, ideas, and actions that will manifest your goal.
Step 6: Plant Multiple Seeds
Shoaff advised: “Don’t just have one seed planted, folks – plant many seeds – any great desire you have in your life – a tangible object or intangible object.” Set goals for different areas of your life: health, wealth, relationships, personal development, contribution, etc.
Books, Recordings & Resources
While Earl Shoaff died in 1965, his teachings have been preserved through various books, recordings, and resources. Here are the essential materials for studying his philosophy:
Primary Resources
• “How to Become a Millionaire!” by J. Earl Shoaff – This is the transcription of Shoaff’s famous 1962 Essex House presentation in New York City, the only known recording of “The Millionaire Maker” giving the speech that changed Jim Rohn’s life. Available in book and audio formats.
• “The Millionaire Maker Lecture: How To Get Everything You Want Out Of Life” – Another version of Shoaff’s transformative presentation, including his complete philosophy on achieving success.
• “If You Can Count to Four: How to Get Everything You Want Out of Life” by Dr. J.B. Jones (with Earl Shoaff) – This is the foundational book by Shoaff’s mentor J.B. Jones, which laid the groundwork for much of Shoaff’s philosophy.
Essential Jim Rohn Resources (Shoaff’s Teachings Preserved)
• “The Art of Exceptional Living” by Jim Rohn – Contains many of Shoaff’s principles as taught to Rohn
• “The Power of Ambition” by Jim Rohn – Explores Shoaff’s teachings on personal development
• “Seven Strategies for Wealth and Happiness” by Jim Rohn – Practical application of Shoaff’s success principles
Online Resources & Links
• Official Earl Shoaff Website: https://earlshoaff.com
• Wikipedia Entry: https://en.wikipedia.org/wiki/John_Earl_Shoaff
• Jim Rohn Official Store (Shoaff recordings): https://store.jimrohn.com
• AZ Quotes – Earl Shoaff: https://www.azquotes.com/author/33793-John_Earl_Shoaff
• Success Magazine Store: https://store.jimrohn.com/how-to-become-a-millionaire-mp3-audio-by-e-shoaff
• The Success Quadrant (Lost Book): https://thesuccessquadrant.com
Legacy & Impact: The Millionaire Maker’s Enduring Influence
A Life Cut Short
On September 6, 1965, J. Earl Shoaff died from complications of pneumonia at the age of 49. His death was a tremendous loss to the personal development community and to the thousands of people whose lives he had touched.
The heart condition he was born with, which doctors said would prevent him from surviving childhood, had finally caught up with him. But in those 49 years, Earl Shoaff had lived more fully and impacted more lives than most people who live twice as long.
The Mentorship Lineage
Earl Shoaff’s greatest legacy is the mentorship lineage he created:
• Dr. J.B. Jones mentored Earl Shoaff
• Earl Shoaff mentored Jim Rohn
• Jim Rohn mentored Tony Robbins, Mark Victor Hansen, Jack Canfield, Brian Tracy, Darren Hardy, T. Harv Eker, and many others
• These individuals have influenced hundreds of millions of people worldwide
Through this lineage, Earl Shoaff’s teachings have reached virtually every corner of the personal development industry. His principles are taught (often unknowingly) by countless speakers, coaches, and authors who learned them through his intellectual descendants.
Timeless Principles
What makes Earl Shoaff’s teachings so enduring? Several factors:
• Universal Application – His principles work regardless of your background, education, or starting point
• Practical Simplicity – While profound, his teachings are simple enough to understand and apply immediately
• Proven Results – Thousands of people have used these principles to create extraordinary success
• Foundation in Universal Laws – Rather than trendy tactics, Shoaff taught principles based on how life actually works
The Modern Relevance
In today’s fast-paced, technology-driven world, Earl Shoaff’s principles are more relevant than ever:
• Personal Development Over Circumstances – In an age of rapid change, the ability to grow and adapt is paramount
• Mental Discipline – With constant digital distractions, controlling your thoughts is a superpower
• Clear Goals – In a world of infinite options, knowing exactly what you want gives you a tremendous advantage
• Service and Giving – As automation increases, the human touch of genuine service becomes more valuable
Why He’s Called ‘The Millionaire Maker’
Earl Shoaff earned the title “The Millionaire Maker” not just because he became a multi-millionaire himself, but because he had an extraordinary ability to help others achieve the same result. Through his teachings, mentorship, and the Nutri-Bio organization, he created numerous millionaires.
His approach was unique: rather than just teaching sales techniques or business strategies, he focused on personal transformation. He understood that to have more, you must become more. This fundamental insight is what separated him from other business leaders of his time.
Conclusion: The Power of One Life
J. Earl Shoaff lived only 49 years, but his impact continues to ripple through time. Born with a heart condition that should have killed him in childhood, working in a dry cleaning business during the Depression, he seemed an unlikely candidate to become one of the most influential figures in personal development history.
Yet through his application of universal success principles, his commitment to personal growth, and his dedication to helping others, he achieved extraordinary success and helped countless others do the same.
His own quote captures the essence of his legacy: “The true mark of greatness is not found in what a person does with their own life. It is found in helping others discover that, they too, can become great.”
Today, more than 60 years after his death, Earl Shoaff’s teachings continue to transform lives. Through the work of Jim Rohn and the countless others in his mentorship lineage, The Millionaire Maker’s wisdom reaches new generations of success seekers.
Perhaps the greatest testament to his impact is this: millions of people have been influenced by his principles without even knowing his name. That’s the mark of truly transformative wisdom—it becomes part of the collective consciousness, helping people long after its originator has passed.
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Document created: February 2026
For more information about Earl Shoaff and his teachings,
visit: https://earlshoaff.com
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