What Clean Water
Teaches Us About
Making Smarter
Decisions in
Business and in Life

Number One Amazon Best Seller

PURIFY

“A book that is essential to success as water is to life.”

“Purify gives you a greater appreciation not only for the clean water we enjoy, but also for how the process translates to cleaning up business practices. Soak up Richard Allred’s terrific advice—you’ll remember it every time you turn on the tap!”

Harvey Mackay

Author of the #1 New York Times Best Seller
Swim With The Sharks Without Being Eaten Alive

“What a great example of how our decisions influence the ripple effect of trust. Purify is not only a memorable title, it’s a great mantra for business and life.”

Stephen M. R. Covey

Author of the #1 New York Times Best Seller
The Speed of Trust

“Water treatment expert Richard E. Allred has poured an industry’s worth of wisdom into Purify, the must-read book for every leader, teacher, and parent who wants to set a good example, make smart decisions, and lead a happy, fulfilling life.”

Carlos Wizard Martins

Entrepreneur and author of
Awaken the Millionaire Within

RICHARD E. ALLRED

“In water treatment, our decisions have consequences that reach further than the tap…Make poor decisions in my industry, and we lose lives.”

Nothing about water treatment is fast or easy. It’s tempting to letemotions guide our decisions. To speed it up. To make educated guesses.
To hope for the best. To cheat the process… drinking water supply is so important to the general population, we never use a quick fix.”

“[Like Flint Michigan]then we suffer the consequences. We waste precious time reversing the bad decisions we never should have made.”

“Like the clean water we often take for granted, most of us don’t know how we make decisions. According to the last twenty-five years of neuroscience, decision-making is more emotional than rational, and more biological than logical.”

What Clean Water Teaches Us About Making
Smarter Decisions in Business and in Life

TABLE OF CONTENTS

CHAPTER 1: CLEANER WATER, BETTER DECISIONS

What Really Happened in Flint, Michigan?
What Clean Water Teaches Us about Good Decision-Making
Only So Much Water, Only So Much Time
The Forty Percent Rule

CHAPTER 2: THE NEUROSCIENCE OF DECISION-MAKING

The Stench of Bad Decisions
What Happens in Your Brain When You Make a Decision?
Seven Seconds of Free Will
Garbage in, Garbage out

CHAPTER 3 WHY WE MAKE BAD DECISIONS

What Contaminates Our Decisions?

The First Contaminant—Negative Emotions
• Fear • Greed • Pride • Shame • Instant Gratification

The Second Contaminant—Compromising Situations

• Subjective Experience • Too Many Decisions • Pressure • Excess
No Follow Through • Trends • C Players • Unfair Consequences • Overstaying

The Third Contaminant—Unproductive Traits

• Overoptimism • Procrastination • Assumptions • Overgiving • Self-Centeredness
Now What?

CHAPTER 4: SO WE’VE MADE BAD DECISIONS. IS IT TOO LATE?

• What Makes a Decision Good…Or Bad
• The Worst Decision We Can Ever Make

CHAPTER 5: THE CASE FOR THE FUNDAMENTALS

• How Ultrapure Water Saved Lives and Created the Internet
Making Clutch Decisions without Thinking Twice

CHAPTER 6: THE FUNDAMENTALS OF EMOTION-FREE DECISION-MAKING

• Treating Fear • Treating Greed • Treating Pride • Treating Shame • Treating Instant Gratification

CHAPTER 7: THE FUNDAMENTALS OF UNCOMPROMISED DECISION-MAKING

•Treating Subjective Experience • Treating Too Many Decisions • Treating Pressure
• Treating Excess • Treating No Follow Through • Treating Trends • Treating C Players
• Treating Unfair Consequences • Treating Overstaying

CHAPTER 8: THE FUNDAMENTALS OF PRODUCTIVE DECISION-MAKING

Treating Overoptimism

• Know Thy Strengths and Weaknesses
• Stick with Your Strengths, Let Others Stick with Theirs
• Systems Overcome Weaknesses

Treating Procrastination

• The Immediacy Advantage • Return, Report, Repeat • Write, Track, Improve

Treating Assumptions

• The Way Things Are • Beware Enthusiasm • One Important Exception

Treating Overgiving

When Help Hurts You…and Others

Treating Self-Centeredness

The Power of Stewardship

CHAPTER 9: ALWAYS A CHOICE

• Pioneers, Agency, and the Last Bad Decision You’ll Ever Make
Better Decisions, More Time, Happier Life

About the Author

RICHARD E. ALLRED

LEADERSHIP

Richard E. Allred, seasoned CEO and managing partner of Alpine Technical Services (ATS), has provided innovative solutions to protect and treat the world’s water. Through Richard’s leadership and experience, his company has provided clean water solutions around the globe. These efforts include providing solutions for municipalities, military operations, semiconductor and manufacturing industries, power generation facilities, mining and oil & gas operations, refineries, and agricultural and food processing industries.

While on a two year mission for the Church of Jesus Christ of Latter-Day Saints in Brazil, Richard became keenly aware of the impact that clean water has on communities, families, and individuals around the world. While in Brazil, Richard became fluent in Portuguese, and since then, he has extended his clean water services to the people of Brazil by opening an ATS office in Sao Paulo, Brazil.

Richard shows the love of his community by coaching local sports teams and leading youth groups in addition to various leadership positions in the Church of Jesus Christ. He and his wife Cara live in Utah and have six children.

WORLDWIDE CLEAN WATER AGENDA

Richard visiting Brazil in 2018…

Richard has assembled highly skilled teams of employees and businesses to help achieve his worldwide clean water initiative, which includes clean water free of hazardous constituents and disinfection byproducts worldwide. This initiative not only saves lives but has a dramatic impact on the health, productivity, and economic viability of communities and families.  
 

  • Cleaner Water, Wastewater, and Collection Systems: Innovative technologies for the treatment of water and wastewater in addition to revolutionary methodologies in managing and treating sewer collection systems.
  • Sustainable Agricultural Solutions: By selecting and treating water with the latest molecules and enzymes, farms can reduce fertilizer and pesticide usage and allow an increased organic yield of a superior crop.

A WORLD CLEAN WATER INFLUENCER

Due to his comprehensive clean water expertise, Ricard has been invited to speak to several governmental and private sector water conferences in both North and South America. He has become known as a significant influencer in the water industry and has been published in various trade publications like OH&S Magazine.

In his new book Purify: What Clean Water Teaches Us About Making Smarter Decisions in Business and in Life, Richard helps individuals and business entities reduce the poor decisions they make every day—decisions that waste up to 40 percent of our daily efforts.

Richard visiting Philippines in 2017…

PHILANTHROPY

Richard’s water projects have provided clean water solutions worldwide, including Africa, India, South America, the Philippines, and the Pacific Rim. Richard and his team of experts work with local workforces to help them attain and sustain clean water for their communities and villages. His team has also provided water solutions to Venezuelan refugees.

Richard currently serves on the board of several non-profit organizations. He and his wife Cara also founded Caraquatic—a water-specific non-profit organization to treat and provide access to clean water in developing regions.

BELIEFS

“My belief system is simple. It is built on a process of looking for truth in all things, and then acting accordingly. This includes understanding physical laws, scientific laws, and spiritual laws. There is a certain magic in the discovery of a truth. Sometimes I am just trying to understand what others have paid the price to learn, such as when I learn from parents, teachers, and professors. However, I have found that the precious truths that I learn on my own bring me the most joy and understanding.

“In my search for knowledge, the better the source, the easier it is to reach clarity. A pure source of truth becomes a font of refreshment and joy. One of the secrets of life is knowing which font to draw from. As I have studied the life and mission of Jesus Christ, I have found that font. He is the ultimate source of light and truth. It doesn’t matter if I’m trying to better understand my relationships or my profession, I receive insights as I try to follow Him.

“Why is it not enough for me to just be a good person and believe in God and Jesus Christ? There are actually many reasons why, but some that are distinctive. I choose to be a member of the Church of Jesus Christ of Latter-Day Saints because the priesthood authority and ordinances the Church provides allows me to make covenants with God, drawing me closer to Him. I can then gain more light and truth than I would otherwise through personal study alone.

“God continues to reveal truth to mankind. I cannot create truth to my liking, but I can understand and know truth for myself. The more I search for truth from a pure source, the deeper my convictions become. I have found that after searching diligently to learn truth from good sources, followed by sincere prayer, I can have a confirmation of the truth of all things. It is that simple. The gospel of Jesus Christ is simply beautiful and beautifully simple, as are most things of value in life.”

EDUCATION

Richard Allred has an International Business Management degree from Utah Valley University and an MBA and Certificate in Marketing from Westminster College. He has also attended a Harvard extension school and has studied water treatment purification systems under Avijit Dey, PhD. Because of his love of knowledge, Richard’s continuing wealth of updated knowledge comes by being a curious and well-read learner.

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