Freeway Ricky Ross Pushing KEYS Again

CARTAGENA, Colombia - Feb. 26, 2018 - PRLog -- Freeway Rick Ross, the notorious drug dealer who rose to prominence by flooding the United States with crack cocaine in the 1980s, is set to release his second book later this year. The new work, which Ross authored alongside award-winning, internationally-published self-help writer Kolie Crutcher, is titled Ridin' With Rick: The 21 Keys of Success.

In The 21 Keys, Crutcher reveals the principles he witnessed the former kingpin routinely use while "riding with Rick" around Los Angeles over the course of several months. On a daily basis, and in real-life situations, Kolie rode shotgun with Ross up and down the freeways of Los Angeles, sat with him in business meetings, attended social events and got up-close and personal access to the everyday life of America's most notorious crack baron. What Crutcher saw was that Ross was actually employing the same business principles today as he used during the 1980's to build his cocaine empire. But now, he was using those principles for a positive purpose. In the end, what Crutcher discovered as he "rode with Rick" was a success philosophy that could be broken down into 21 principles (or 21 KEYS) that any person can use to become successful.

Principles that Ross uses today, such as "Gain Independence By Not Working For Money" (KEY 6), "Be A Critical Thinker" (KEY 11) and "Disdain Instant Gratification" (KEY 16) are the same principles he used back in the '80's to build a fortune of over $600 million. Ross' enterprise was so efficient at distributing cocaine (from his Nicaraguan connect, to Los Angeles to cities all across the United States) that a federal prosecutor once labeled him the "Wal-Mart of crack cocaine".

Admittedly, much of the devastation that occurred in black communities during America's "Crack Era" of the mid 80's and early 90's, is to be put squarely on the shoulders of Ross. With an unyielding work ethic and the discipline to reinvest profits right back into his business, Ross secured bargain basement prices on huge quantities (kilograms or 'keys') of pure Colombian cocaine. Passing these low prices down to his dealers and customers, Rick's final product was a new form of cheap, ready-to-smoke cocaine that mercilessly found its way into every corner of the United States.

And now, Ross is at it again--pushing keys...not of cocaine...but keys of success.

Says Ross, "I'm the perfect person to put out a self-help book, because I've actually lived the experience. Of course, I haven't sold drugs in more than 20 years, but the principles that made me big in the drug game can be used to become big in legal enterprise too. That's the great thing about a principle. A principle is neither 'good' nor 'bad', but will yield good or bad results based on how you choose to use the principles. When I sold drugs, I used the principles to profit off an illegal product and caused a lot of harm to my people. The result was me going to prison. Today, I'm still using those same principles, but I'm using them in a different way--to help build up the community and develop long-term wealth for my people."

Crutcher adds, "Those unfamiliar with Rick's story might wonder how a 'positive, self-help' book can be written based on the life of a 'drug dealer'. At first, it appears to be the ultimate paradox. However, this book is more about the principles than it is about the cocaine. The 21 Keys is about the principles of a man who was illiterate, but taught himself to read at the age of 28. It's about the keys that a determined man used to free himself from a sentence of life behind bars with no possibility of parole. If Rick Ross isn't the definition of a 'success', then I don't know who is."

Ridin' With Rick: The 21 Keys of Success is set to be released in December 2018. Updates on the book release can be found on Twitter and Instagram @the21keys and http://www.koliecrutcher.com.