Dale Carnegie – How to win friends and influence people (Book Summary)

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    Thanh Phan
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    Contents:

    Eight Things This Book Will Help You Achieve Preface to Revised Edition

    How This Book Was Written-And Why

    Nine Suggestions on How to Get the Most Out of This Book A Shortcut to Distinction

    Part 1 – Fundamental Techniques In Handling People

    1 – “If You Want to Gather Honey, Don’t Kick Over the Beehive”
    2 – The Big Secret of Dealing with People
    3 – “He Who Can Do This Has the Whole World with Him. He Who Cannot, Walks a Lonely Way”

    Eight Suggestions On How To Get The Most Out Of This Book Part 2 – Six Ways To Make People Like You
    1 – Do This and You’ll Be Welcome Anywhere
    2 – A Simple Way to Make a Good Impression
    3 – If You Don’t Do This, You Are Headed for Trouble
    4 – An Easy Way to Become a Good Conversationalist
    5 – How to Interest People

     

    6 – How To Make People Like You Instantly
    In A Nutshell

    Part 3 – Twelve Ways To Win People To Your Way Of Thinking

    1 – You Can’t Win an Argument
    2 – A Sure Way of Making Enemies—and How to Avoid It
    3 – If You’re Wrong, Admit It
    4 – The High Road to a Man’s Reason
    5 – The Secret of Socrates
    6 – The Safety Valve in Handling Complaints
    7 – How to Get Co-operation
    8 – A Formula That Will Work Wonders for You
    9 – What Everybody Wants
    10 – An Appeal That Everybody Likes
    11 – The Movies Do It. Radio Does It. Why Don’t You Do It?
    12 – When Nothing Else Works, Try This
    In A Nutshell

    Part 4 – Nine Ways To Change People Without Giving Offence Or Arousing Resentment

    1 – If You Must Find Fault, This Is the Way to Begin
    2 – How to Criticize—and Not Be Hated for It
    3 – Talk About Your Own Mistakes First
    4 – No One Likes to Take Orders
    5 – Let the Other Man Save His Face
    6 – How to Spur Men on to Success
    7 – Give the Dog a Good Name
    8 – Make the Fault Seem Easy to Correct
    9 – Making People Glad to Do What You Want
    In A Nutshell

    Part 5 – Letters That Produced Miraculous Results

    Part 6 – Seven Rules For Making Your Home Life Happier

    1 – How to Dig Your Marital Grave in the Quickest Possible Way
    2 – Love and Let Live
    3 – Do This and You’ll Be Looking Up the Time-Tables to Reno
    4 – A Quick Way to Make Everybody Happy
    5 – They Mean So Much to a Woman
    6 – If you Want to be Happy, Don’t Neglect This One
    7 – Don’t Be a “Marriage Illiterate”
    In A Nutshell

    ————–

    Eight Things This Book Will Help You Achieve

    1. Get out of a mental rut, think new thoughts, acquire new visions, discover new ambitions.
    2. Make friends quickly and easily.
    3. Increase your popularity.
    4. Win people to your way of thinking.
    5. Increase your influence, your prestige, your ability to get things done.
    6. Handle complaints, avoid arguments, keep your human contacts smooth and pleasant.
    7. Become a better speaker, a more entertaining conversationalist.
    8. Arouse enthusiasm among your associates.

    This book has done all these things for more than ten million readers in thirty-six languages.

    ————–

    Preface to Revised Edition

    How to Win Friends and Influence People was first published in 1937 in an edition of only five thousand copies. Neither Dale Carnegie nor the publishers, Simon and Schuster, anticipated more than this modest sale. To their amazement, the book became an overnight sensation, and edition after edition rolled off the presses to keep up with the increasing public demand. Now to Win Friends and InfEuence People took its place in publishing history as one of the all-time international best-sellers. It touched a nerve and filled a human need that was more than a faddish phenomenon of post- Depression days, as evidenced by its continued and uninterrupted sales into the eighties, almost half a century later.

    Dale Carnegie used to say that it was easier to make a million dollars than to put a phrase into the English language. How to Win Friends and Influence People became such a phrase, quoted, paraphrased, parodied, used in innumerable contexts from political cartoon to novels. The book itself was translated into almost every known written language. Each generation has discovered it anew and has found it relevant.

    Which brings us to the logical question: Why revise a book that has proven and continues to prove its vigorous and universal appeal?

    Why tamper with success?

    To answer that, we must realize that Dale Carnegie himself was a tireless reviser of his own work during his lifetime. How to Win Friends and Influence People was written to be used as a textbook for his courses in Effective Speaking and Human Relations and is still used in those courses today. Until his death in 1955 he constantly improved and revised the course itself to make it applicable to the evolving needs of an every-growing public. No one was more

    sensitive to the changing currents of present-day life than Dale Carnegie. He constantly improved and refined his methods of teaching; he updated his book on Effective Speaking several times. Had he lived longer, he himself would have revised How to Win Friends and Influence People to better reflect the changes that have taken place in the world since the thirties.

    Many of the names of prominent people in the book, well known at the time of first publication, are no longer recognized by many of today’s readers. Certain examples and phrases seem as quaint and dated in our social climate as those in a Victorian novel. The important message and overall impact of the book is weakened to that extent.

    Our purpose, therefore, in this revision is to clarify and strengthen the book for a modern reader without tampering with the content. We have not “changed” How to Win Friends and Influence People except to make a few excisions and add a few more contemporary examples. The brash, breezy Carnegie style is intact-even the thirties slang is still there. Dale Carnegie wrote as he spoke, in an intensively exuberant, colloquial, conversational manner.

    So his voice still speaks as forcefully as ever, in the book and in his work. Thousands of people all over the world are being trained in Carnegie courses in increasing numbers each year. And other thousands are reading and studying How to Win Friends and lnfluence People and being inspired to use its principles to better their lives. To all of them, we offer this revision in the spirit of the honing and polishing of a finely made tool.

    Dorothy Carnegie (Mrs. Dale Carnegie)

    ————————–

    How This Book Was Written-And Why by

    Dale Carnegie

    During the first thirty-five years of the twentieth century, the publishing houses of America printed more than a fifth of a million different books. Most of them were deadly dull, and many were financial failures. “Many,” did I say? The president of one of the largest publishing houses in the world confessed to me that his company, after seventy-five years of publishing experience, still lost money on seven out of every eight books it published.

    Why, then, did I have the temerity to write another book? And, after I had written it, why should you bother to read it?

    Fair questions, both; and I’ll try to answer them.

    I have, since 1912, been conducting educational courses for business and professional men and women in New York. At first, I conducted courses in public speaking only – courses designed to train adults, by actual experience, to think on their feet and express their ideas with more clarity, more effectiveness and more poise, both in business interviews and before groups.

    But gradually, as the seasons passed, I realized that as sorely as these adults needed training in effective speaking, they needed still more training in the fine art of getting along with people in everyday business and social contacts.

    I also gradually realized that I was sorely in need of such training myself. As I look back across the years, I am appalled at my own frequent lack of finesse and understanding. How I wish a book such as this had been placed in my hands twenty years ago! What a priceless boon it would have been.

    Dealing with people is probably the biggest problem you face, especially if you are in business. Yes, and that is also true if you are a housewife, architect or engineer. Research done a few years ago under the auspices of the Carnegie Foundation for the Advancement of Teaching uncovered a most important and significant fact – a fact later confirmed by additional studies made at the Carnegie Institute of Technology. These investigations revealed that even in such technical lines as engineering, about 15 percent of one’s financial success is due to one’s technical knowledge and about 85 percent is due to skill in human engineering-to personality and the ability to lead people.

    For many years, I conducted courses each season at the Engineers’ Club of Philadelphia, and also courses for the New York Chapter of the American Institute of Electrical Engineers. A total of probably more than fifteen hundred engineers have passed through my classes. They came to me because they had finally realized, after years of observation and experience, that the highest-paid personnel in engineering are frequently not those who know the most about engineering. One can for example, hire mere technical ability in engineering, accountancy, architecture or any other profession at nominal salaries. But the person who has technical knowledge plus the ability to express ideas, to assume leadership, and to arouse enthusiasm among people-that person is headed for higher earning power.

    In the heyday of his activity, John D. Rockefeller said that “the ability to deal with people is as purchasable a commodity as sugar or coffee.” “And I will pay more for that ability,” said John D., “than for any other under the sun.”

    Wouldn’t you suppose that every college in the land would conduct courses to develop the highest-priced ability under the sun? But if there is just one practical, common-sense course of that kind given for adults in even one college in the land, it has escaped my attention up to the present writing.

    The University of Chicago and the United Y.M.C.A. Schools conducted a survey to determine what adults want to study.

    That survey cost $25,000 and took two years. The last part of the survey was made in Meriden, Connecticut. It had been chosen as a typical American town. Every adult in Meriden was interviewed and requested to answer 156 questions-questions such as “What is your business or profession? Your education? How do you spend your spare time? What is your income? Your hobbies? Your ambitions?

    Your problems? What subjects are you most interested in studying?” And so on. That survey revealed that health is the prime interest of adults and that their second interest is people; how to understand and get along with people; how to make people like you; and how to win others to your way of thinking.

    So the committee conducting this survey resolved to conduct such a course for adults in Meriden. They searched diligently for a practical textbook on the subject and found-not one. Finally they approached one of the world’s outstanding authorities on adult education and asked him if he knew of any book that met the needs of this group. “No,” he replied, “I know what those adults want. But the book they need has never been written.”

    I knew from experience that this statement was true, for I myself had been searching for years to discover a practical, working handbook on human relations.

    Since no such book existed, I have tried to write one for use in my own courses. And here it is. I hope you like it.

    In preparation for this book, I read everything that I could find on the subject- everything from newspaper columns, magazine articles, records of the family courts, the writings of the old philosophers and the new psychologists. In addition, I hired a trained researcher to spend one and a half years in various libraries reading everything I had missed, plowing through erudite tomes on psychology, poring over hundreds of magazine articles, searching through countless biographies, trying to ascertain how the great leaders of all ages had dealt with people. We read their biographies, We read the life stories of all great leaders from Julius Caesar to Thomas Edison. I recall that we read over one hundred biographies of Theodore Roosevelt alone. We were determined to spare no time, no expense, to discover every practical idea that anyone had ever used throughout the ages for winning friends and influencing people.

    I personally interviewed scores of successful people, some of them world-famous-inventors like Marconi and Edison; political leaders like Franklin D. Roosevelt and James Farley; business leaders like Owen

    D. Young; movie stars like Clark Gable and Mary Pickford; and explorers like Martin Johnson-and tried to discover the techniques they used in human relations.

    From all this material, I prepared a short talk. I called it “How to Win Friends and Influence People.” I say “short.” It was short in the beginning, but it soon expanded to a lecture that consumed one hour and thirty minutes. For years, I gave this talk each season to the adults in the Carnegie Institute courses in New York.

    I gave the talk and urged the listeners to go out and test it in their business and social contacts, and then come back to class and speak about their experiences and the results they had achieved. What an interesting assignment! These men and women, hungry for self- improvement, were fascinated by the idea of working in a new kind of laboratory – the first and only laboratory of human relationships for adults that had ever existed.

    This book wasn’t written in the usual sense of the word. It grew as a child grows. It grew and developed out of that laboratory, out of the experiences of thousands of adults.

    Years ago, we started with a set of rules printed on a card no larger than a postcard. The next season we printed a larger card, then a leaflet, then a series of booklets, each one expanding in size and scope. After fifteen years of experiment and research came this book.

    The rules we have set down here are not mere theories or guesswork. They work like magic. Incredible as it sounds, I have seen the application of these principles literally revolutionize the lives of many people.

    To illustrate: A man with 314 employees joined one of these courses. For years, he had driven and criticized and condemned his employees without stint or discretion. Kindness, words of appreciation and encouragement were alien to his lips. After studying the principles discussed in this book, this employer sharply altered his philosophy of life. His organization is now inspired with a new loyalty, a new enthusiasm, a new spirit of team-work. Three hundred and fourteen enemies have been turned into 314 friends. As he proudly said in a speech before the class: “When I used to walk through my establishment, no one greeted me. My employees actually looked the other way when they saw me approaching. But now they are all my friends and even the janitor calls me by my first name.”

    This employer gained more profit, more leisure and -what is infinitely more important-he found far more happiness in his business and in his home.

    Countless numbers of salespeople have sharply increased their sales by the use of these principles. Many have opened up new accounts – accounts that they had formerly solicited in vain. Executives have been given increased authority, increased pay. One executive reported a large increase in salary because he applied these truths. Another, an executive in the Philadelphia Gas Works Company, was slated for demotion when he was sixty-five because of his belligerence, because of his inability to lead people skillfully. This training not only saved him from the demotion but brought him a promotion with increased pay.

    On innumerable occasions, spouses attending the banquet given at the end of the course have told me that their homes have been much happier since their husbands or wives started this training.

    People are frequently astonished at the new results they achieve. It all seems like magic. In some cases, in their enthusiasm, they have telephoned me at my home on Sundays because they couldn’t wait forty-eight hours to report their achievements at the regular session of the course.

    One man was so stirred by a talk on these principles that he sat far into the night discussing them with other members of the class. At three o’clock in the morning, the others went home. But he was so shaken by a realization of his own mistakes, so inspired by the vista of a new and richer world opening before him, that he was unable to sleep. He didn’t sleep that night or the next day or the next night.

    Who was he? A naive, untrained individual ready to gush over any new theory that came along? No, Far from it. He was a sophisticated, blasй dealer in art, very much the man about town, who spoke three languages fluently and was a graduate of two European universities.

    While writing this chapter, I received a letter from a German of the old school, an aristocrat whose forebears had served for generations as professional army officers under the Hohenzollerns. His letter, written from a transatlantic steamer, telling about the application of these principles, rose almost to a religious fervor.

    Another man, an old New Yorker, a Harvard graduate, a wealthy man, the owner of a large carpet factory, declared he had learned more in fourteen weeks through this system of training about the fine art of influencing people than he had learned about the same subject during his four years in college. Absurd? Laughable?

    Fantastic? Of course, you are privileged to dismiss this statement

    with whatever adjective you wish. I am merely reporting, without comment, a declaration made by a conservative and eminently successful Harvard graduate in a public address to approximately six hundred people at the Yale Club in New York on the evening of Thursday, February 23, 1933.

    “Compared to what we ought to be,” said the famous Professor William James of Harvard, “compared to what we ought to be, we are only half awake. We are making use of only a small part of our physical and mental resources. Stating the thing broadly, the human individual thus lives far within his limits. He possesses powers of various sorts which he habitually fails to use,”

    Those powers which you “habitually fail to use”! The sole purpose of this book is to help you discover, develop and profit by those dormant and unused assets,

    “Education,” said Dr. John G. Hibben, former president of Princeton University, “is the ability to meet life’s situations,”

    If by the time you have finished reading the first three chapters of this book- if you aren’t then a little better equipped to meet life’s situations, then I shall consider this book to be a total failure so far as you are concerned. For “the great aim of education,” said Herbert Spencer, “is not knowledge but action.”

    And this is an action book. DALE CARNEGIE 1936

    ———————————-

    Nine Suggestions on How to Get the Most Out of This Book

    If you wish to get the most out of this book, there is one indispensable requirement, one essential infinitely more important than any rule or technique. Unless you have this one fundamental requisite, a thousand rules on how to study will avail little, And if you do have this cardinal endowment, then you can achieve wonders without reading any suggestions for getting the most out of a book.

    What is this magic requirement? Just this: a deep, driving desire to learn, a vigorous determination to increase your ability to deal with people.

    How can you develop such an urge? By constantly reminding yourself how important these principles are to you. Picture to yourself how their mastery will aid you in leading a richer, fuller, happier and more fulfilling life. Say to yourself over and over: “My popularity, my

    happiness and sense of worth depend to no small extent upon my skill in dealing with people.”

    Read each chapter rapidly at first to get a bird’s-eye view of it. You will probably be tempted then to rush on to the next one. But don’t – unless you are reading merely for entertainment. But if you are reading because you want to increase your skill in human relations, then go back and reread each chapter thoroughly. In the long run, this will mean saving time and getting results.

    Stop frequently in your reading to think over what you are reading. Ask yourself just how and when you can apply each suggestion.

    Read with a crayon, pencil, pen, magic marker or highlighter in your hand. When you come across a suggestion that you feel you can use, draw a line beside it. If it is a four-star suggestion, then underscore every sentence or highlight it, or mark it with “****.” Marking and underscoring a book makes it more interesting, and far easier to review rapidly.

    I knew a woman who had been office manager for a large insurance concern for fifteen years. Every month, she read all the insurance contracts her company had issued that month. Yes, she read many of the same contracts over month after month, year after year. Why? Because experience had taught her that that was the only way she could keep their provisions clearly in mind. I once spent almost two years writing a book on public speaking and yet I found I had to keep going back over it from time to time in order to remember what I had written in my own book. The rapidity with which we forget is astonishing.

    So, if you want to get a real, lasting benefit out of this book, don’t imagine that skimming through it once will suffice. After reading it thoroughly, you ought to spend a few hours reviewing it every month, Keep it on your desk in front of you every day. Glance through it often. Keep constantly impressing yourself with the rich possibilities for improvement that still lie in the offing. Remember that the use of these principles can be made habitual only by a constant and vigorous campaign of review and application. There is no other way.

    Bernard Shaw once remarked: “If you teach a man anything, he will never learn.” Shaw was right. Learning is an active process. We learn by doing. So, if you desire to master the principles you are studying in this book, do something about them. Apply these rules at every opportunity. If you don’t you will forget them quickly. Only knowledge that is used sticks in your mind.

     

    You will probably find it difficult to apply these suggestions all the time. I know because I wrote the book, and yet frequently I found it difficult to apply everything I advocated. For example, when you are displeased, it is much easier to criticize and condemn than it is to try to understand the other person’s viewpoint. It is frequently easier to find fault than to find praise. It is more natural to talk about what vou want than to talk about what the other person wants. And so on, So, as you read this book, remember that you are not merely trying to acquire information. You are attempting to form new habits. Ah yes, you are attempting a new way of life. That will require time and persistence and daily application.

    So refer to these pages often. Regard this as a working handbook on human relations; and whenever you are confronted with some specific problem – such as handling a child, winning your spouse to your way of thinking, or satisfying an irritated customer – hesitate about doing the natural thing, the impulsive thing. This is usually wrong. Instead, turn to these pages and review the paragraphs you have underscored. Then try these new ways and watch them achieve magic for you.

    Offer your spouse, your child or some business associate a dime or a dollar every time he or she catches you violating a certain principle. Make a lively game out of mastering these rules.

    The president of an important Wall Street bank once described, in a talk before one of my classes, a highly efficient system he used for self-improvement. This man had little formal schooling; yet he had become one of the most important financiers in America, and he confessed that he owed most of his success to the constant application of his homemade system. This is what he does, I’ll put it in his own words as accurately as I can remember.

    “For years I have kept an engagement book showing all the appointments I had during the day. My family never made any plans for me on Saturday night, for the family knew that I devoted a part of each Saturday evening to the illuminating process of self- examination and review and appraisal. After dinner I went off by myself, opened my engagement book, and thought over all the interviews, discussions and meetings that had taken place during the week. I asked myself:

    ‘What mistakes did I make that time?’ ‘What did I do that was right- and in what way could I have improved my performance?’ ‘What lessons can I learn from that experience?’

    “I often found that this weekly review made me very unhappy. I was frequently astonished at my own blunders. Of course, as the years passed, these blunders became less frequent. Sometimes I was inclined to pat myself on the back a little after one of these sessions.

    This system of self-analysis, self-education, continued year after year, did more for me than any other one thing I have ever attempted.

    “It helped me improve my ability to make decisions – and it aided me enormously in all my contacts with people. I cannot recommend it too highly.”

    Why not use a similar system to check up on your application of the principles discussed in this book? If you do, two things will result.

    First, you will find yourself engaged in an educational process that is both intriguing and priceless.

    Second, you will find that your ability to meet and deal with people will grow enormously.

    You will find at the end of this book several blank pages on which you should record your triumphs in the application of these principles. Be specific. Give names, dates, results. Keeping such a record will inspire you to greater efforts; and how fascinating these entries will be when you chance upon them some evening years from now!

    In order to get the most out of this book:

    a. Develop a deep, driving desire to master the principles of human relations,
    b. Read each chapter twice before going on to the next one.
    c. As you read, stop frequently to ask yourself how you can apply each suggestion.
    d. Underscore each important idea.
    e. Review this book each month.
    f. Apply these principles at every opportunity. Use this volume as a working handbook to help you solve your daily problems.
    g. Make a lively game out of your learning by offering some friend a dime or a dollar every time he or she catches you violating one of these principles.
    h. Check up each week on the progress you are mak-ing. Ask yourself what mistakes you have made, what improvement, what lessons you have learned for the future.
    i. Keep notes in the back of this book showing how and when you have applied these principles.

     

    A Shortcut to Distinction by Lowell Thomas

    This biographical information about Dale Carnegie was written as an introduction to the original edition of How to Win Friends and Influence People. It is reprinted in this edition to give the readers additional background on Dale Carnegie.

    It was a cold January night in 1935, but the weather couldn’t keep them away. Two thousand five hundred men and women thronged into the grand ballroom of the Hotel Pennsylvania in New York. Every available seat was filled by half-past seven. At eight o’clock, the eager crowd was still pouring in. The spacious balcony was soon jammed. Presently even standing space was at a premium, and hundreds of people, tired after navigating a day in business, stood up for an hour and a half that night to witness – what?

    A fashion show?

    A six-day bicycle race or a personal appearance by Clark Gable?

    No. These people had been lured there by a newspaper ad. Two evenings previously, they had seen this full-page announcement in the New York Sun staring them in the face:

    Learn to Speak Effectively Prepare for Leadership

    Old stuff? Yes, but believe it or not, in the most sophisticated town on earth, during a depression with 20 percent of the population on relief, twenty-five hundred people had left their homes and hustled to the hotel in response to that ad.

    The people who responded were of the upper economic strata – executives, employers and professionals.

    These men and women had come to hear the opening gun of an ultramodern, ultrapractical course in “Effective Speaking and Influencing Men in Business”- a course given by the Dale Carnegie Institute of Effective Speaking and Human Relations.

    Why were they there, these twenty-five hundred business men and women?

    Because of a sudden hunger for more education because of the depression?

    Apparently not, for this same course had been playing to packed houses in New York City every season for the preceding twenty-four years. During that time, more than fifteen thousand business and professional people had been trained by Dale Carnegie. Even large, skeptical, conservative organizations such as the Westinghouse

    Electric Company, the McGraw-Hill Publishing Company, the Brooklyn Union Gas Company, the Brooklyn Chamber of Commerce, the American Institute of Electrical Engineers and the New York Telephone Company have had this training conducted in their own offices for the benefit of their members and executives.

    The fact that these people, ten or twenty years after leaving grade school, high school or college, come and take this training is a glaring commentary on the shocking deficiencies of our educational system.

    What do adults really want to study? That is an important question; and in order to answer it, the University of Chicago, the American Association for Adult Education, and the United Y.M.C.A. Schools made a survey over a two-year period.

    That survey revealed that the prime interest of adults is health. It also revealed that their second interest is in developing skill in human relationships – they want to learn the technique of getting along with and influencing other people. They don’t want to become public speakers, and they don’t want to listen to a lot of high sounding talk about psychology; they want suggestions they can use immediately in business, in social contacts and in the home.

     

    Dale Carnegie claimed that all people can talk when they get mad. He said that if you hit the most ignorant man in town on the jaw and knock him down, he would get on his feet and talk with an eloquence, heat and emphasis that would have rivaled that world famous orator William Jennings Bryan at the height of his career. He claimed that almost any person can speak acceptably in public if he or she has self-confidence and an idea that is boiling and stewing within.

    The way to develop self-confidence, he said, is to do the thing you fear to do and get a record of successful experiences behind you. So

    he forced each class member to talk at every session of the course. The audience is sympathetic. They are all in the same boat; and, by constant practice, they develop a courage, confidence and enthusiasm that carry over into their private speaking.

    Dale Carnegie would tell you that he made a living all these years, not by teaching public speaking – that was incidental. His main job was to help people conquer their fears and develop courage.

    He started out at first to conduct merely a course in public speaking, but the students who came were business men and women. Many of them hadn’t seen the inside of a classroom in thirty years. Most of them were paying their tuition on the installment plan. They wanted results and they wanted them quick – results that they could use the next day in business interviews and in speaking before groups.

    So he was forced to be swift and practical. Consequently, he developed a system of training that is unique – a striking combination of public speaking, salesmanship, human relations and applied psychology.

    A slave to no hard-and-fast rules, he developed a course that is as real as the measles and twice as much fun.

    When the classes terminated, the graduates formed clubs of their own and continued to meet fortnightly for years afterward. One group of nineteen in Philadelphia met twice a month during the winter season for seventeen years. Class members frequently travel fifty or a hundred miles to attend classes. One student used to commute each week from Chicago to New York. Professor William James of Harvard used to say that the average person develops only 10 percent of his latent mental ability. Dale Carnegie, by helping business men and women to develop their latent possibilities, created one of the most significant movements in adult education

    LOWELL THOMAS 1936

    ——————————

    Part One – Fundamental Techniques In Handling People

    “If You Want To Gather Honey, Don’t Kick Over The Beehive”

    On May 7, 1931, the most sensational manhunt New York City had ever known had come to its climax. After weeks of search, “Two Gun” Crowley – the killer, the gunman who didn’t smoke or drink – was at bay, trapped in his sweetheart’s apartment on West End Avenue.

    One hundred and fifty policemen and detectives laid siege to his top- floor hideway. They chopped holes in the roof; they tried to smoke out Crowley, the “cop killer,” with teargas. Then they mounted their machine guns on surrounding buildings, and for more than an hour one of New York’s fine residential areas reverberated with the crack of pistol fire and the rut-tat-tat of machine guns. Crowley, crouching behind an over-stuffed chair, fired incessantly at the police. Ten thousand excited people watched the battle. Nothing like it ever been seen before on the sidewalks of New York.

    When Crowley was captured, Police Commissioner E. P. Mulrooney declared that the two-gun desperado was one of the most dangerous criminals ever encountered in the history of New York. “He will kill,” said the Commissioner, “at the drop of a feather.”

    But how did “Two Gun” Crowley regard himself? We know, because while the police were firing into his apartment, he wrote a letter addressed “To whom it may concern, ” And, as he wrote, the blood flowing from his wounds left a crimson trail on the paper. In this letter Crowley said: “Under my coat is a weary heart, but a kind one

    – one that would do nobody any harm.”

    A short time before this, Crowley had been having a necking party with his girl friend on a country road out on Long Island. Suddenly a policeman walked up to the car and said: “Let me see your license.”

    Without saying a word, Crowley drew his gun and cut the policeman down with a shower of lead. As the dying officer fell, Crowley leaped out of the car, grabbed the officer’s revolver, and fired another bullet into the prostrate body. And that was the killer who said: “Under my coat is a weary heart, but a kind one – one that would do nobody any harm.’

    Crowley was sentenced to the electric chair. When he arrived at the death house in Sing Sing, did he say, “This is what I get for killing people”? No, he said: “This is what I get for defending myself.”

    The point of the story is this: “Two Gun” Crowley didn’t blame himself for anything.

    Is that an unusual attitude among criminals? If you think so, listen to this:

    “I have spent the best years of my life giving people the lighter pleasures, helping them have a good time, and all I get is abuse, the existence of a hunted man.”

    That’s Al Capone speaking. Yes, America’s most notorious Public Enemy- the most sinister gang leader who ever shot up Chicago. Capone didn’t condemn himself. He actually regarded himself as a

    public benefactor – an unappreciated and misunderstood public benefactor.

    And so did Dutch Schultz before he crumpled up under gangster bullets in Newark. Dutch Schultz, one of New York’s most notorious rats, said in a newspaper interview that he was a public benefactor. And he believed it.

    I have had some interesting correspondence with Lewis Lawes, who was warden of New York’s infamous Sing Sing prison for many years, on this subject, and he declared that “few of the criminals in Sing Sing regard themselves as bad men. They are just as human as you and I. So they rationalize, they explain. They can tell you why they had to crack a safe or be quick on the trigger finger. Most of them attempt by a form of reasoning, fallacious or logical, to justify their antisocial acts even to themselves, consequently stoutly maintaining that they should never have been imprisoned at all.”

     

    When dealing with people, let us remember we are not dealing with creatures of logic. We are dealing with creatures of emotion, creatures bristling with prejudices and motivated by pride and vanity.

    Bitter criticism caused the sensitive Thomas Hardy, one of the finest novelists ever to enrich English literature, to give up forever the writing of fiction. Criticism drove Thomas Chatterton, the English poet, to suicide.

    Benjamin Franklin, tactless in his youth, became so diplomatic, so adroit at handling people, that he was made American Ambassador to France. The secret of his success? “I will speak ill of no man,” he said, ” . . and speak all the good I know of everybody.”

    Any fool can criticize, condemn and complain – and most fools do.

    But it takes character and self-control to be under-standing and forgiving.

    “A great man shows his greatness,” said Carlyle, “by the way he treats little men.”

    Bob Hoover, a famous test pilot and frequent per-former at air shows, was returning to his home in Los Angeles from an air show in San Diego. As described in the magazine Flight Operations, at three hundred feet in the air, both engines suddenly stopped. By deft maneuvering he managed to land the plane, but it was badly damaged although nobody was hurt.

    Hoover’s first act after the emergency landing was to inspect the airplane’s fuel. Just as he suspected, the World War II propeller plane he had been flying had been fueled with jet fuel rather than gasoline.

    Upon returning to the airport, he asked to see the mechanic who had serviced his airplane. The young man was sick with the agony of his mistake. Tears streamed down his face as Hoover approached. He had just caused the loss of a very expensive plane and could have caused the loss of three lives as well.

    You can imagine Hoover’s anger. One could anticipate the tongue- lashing that this proud and precise pilot would unleash for that carelessness. But Hoover didn’t scold the mechanic; he didn’t even criticize him. Instead, he put his big arm around the man’s shoulder and said, “To show you I’m sure that you’ll never do this again, I want you to service my F-51 tomorrow.”

    Often parents are tempted to criticize their children. You would expect me to say “don’t.” But I will not, I am merely going to say, “Before you criticize them, read one of the classics of American journalism, ‘Father Forgets.’ ” It originally appeared as an editorial in the People’s Home Journnl. We are reprinting it here with the author’s permission, as condensed in the Reader’s Digest:

    “Father Forgets” is one of those little pieces which-dashed of in a moment of sincere feeling – strikes an echoing chord in so many readers as to become a perenial reprint favorite. Since its first appearance, “Father Forgets” has been reproduced, writes the author, W, Livingston Larned, “in hundreds of magazines and house organs, and in newspapers the country over. It has been reprinted almost as extensively in many foreign languages. I have given personal permission to thousands who wished to read it from school, church, and lecture platforms. It has been ‘on the air’ on countless occasions and programs. Oddly enough, college periodicals have used it, and high-school magazines. Sometimes a little piece seems mysteriously to ‘click.’ This one certainly did.”

    FATHER FORGETS W. Livingston Larned

    Listen, son: I am saying this as you lie asleep, one little paw crumpled under your cheek and the blond curls stickily wet on your damp forehead. I have stolen into your room alone. Just a few minutes ago, as I sat reading my paper in the library, a stifling wave of remorse swept over me. Guiltily I came to your bedside.

    There are the things I was thinking, son: I had been cross to you. I scolded you as you were dressing for school because you gave your face merely a dab with a towel. I took you to task for not cleaning

    your shoes. I called out angrily when you threw some of your things on the floor.

    At breakfast I found fault, too. You spilled things. You gulped down your food. You put your elbows on the table. You spread butter too thick on your bread. And as you started off to play and I made for my train, you turned and waved a hand and called, “Goodbye, Daddy!” and I frowned, and said in reply, “Hold your shoulders back!”

    Then it began all over again in the late afternoon. As I came up the road I spied you, down on your knees, playing marbles. There were holes in your stockings. I humiliated you before your boyfriends by marching you ahead of me to the house. Stockings were expensive – and if you had to

    buy them you would be more careful! Imagine that, son, from a father!

    Do you remember, later, when I was reading in the library, how you came in timidly, with a sort of hurt look in your eyes? When I glanced up over my paper, impatient at the interruption, you hesitated at the door. “What is it you want?” I snapped.

    You said nothing, but ran across in one tempestuous plunge, and threw your arms around my neck and kissed me, and your small arms tightened with an affection that God had set blooming in your heart and which even neglect could not wither. And then you were gone, pattering up the stairs.

    Well, son, it was shortly afterwards that my paper slipped from my hands and a terrible sickening fear came over me. What has habit been doing to me? The habit of finding fault, of reprimanding – this was my reward to you for being a boy. It was not that I did not love you; it was that I expected too much of youth. I was measuring you by the yardstick of my own years.

    And there was so much that was good and fine and true in your character. The little heart of you was as big as the dawn itself over the wide hills. This was shown by your spontaneous impulse to rush in and kiss me good night. Nothing else matters tonight, son. I have come to your bed-side in the darkness, and I have knelt there, ashamed!

    It is a feeble atonement; I know you would not understand these things if I told them to you during your waking hours. But tomorrow I will be a real daddy! I will chum with you, and suffer when you suffer, and laugh when you laugh. I will bite my tongue when impatient words come. I will keep saying as if it were a ritual: “He is nothing but a boy – a little boy!”

     

    Why should you and I?

    Principle 1 – Don’t criticize, condemn or complain.

    ~~~~~~~

    – The Big Secret Of Dealing With People

    There is only one way under high heaven to get anybody to do anything. Did you ever stop to think of that? Yes, just one way. And that is by making the other person want to do it.

    Remember, there is no other way.

    Of course, you can make someone want to give you his watch by sticking a revolver in his ribs. YOU can make your employees give you cooperation – until your back is turned – by threatening to fire them. You can make a child do what you want it to do by a whip or a threat. But these crude methods have sharply undesirable repercussions.

    The only way I can get you to do anything is by giving you what you want.

    What do you want?

    Sigmund Freud said that everything you and I do springs from two motives: the sex urge and the desire to be great.

    John Dewey, one of America’s most profound philosophers, phrased it a bit differently. Dr. Dewey said that the deepest urge in human nature is “the desire to be important.” Remember that phrase: “the desire to be important.” It is significant. You are going to hear a lot about it in this book.

    What do you want? Not many things, but the few that you do wish, you crave with an insistence that will not be denied. Some of the things most people want include:

    1. Health and the preservation of life. 2. Food. 3. Sleep. 4. Money and the things money will buy. 5. Life in the hereafter. 6. Sexual gratification. 7. The well-being of our children. 8. A feeling of importance.

    Almost all these wants are usually gratified-all except one. But there is one longing – almost as deep, almost as imperious, as the desire for food or sleep – which is seldom gratified. It is what Freud calls “the desire to be great.” It is what Dewey calls the “desire to be important.”

    Lincoln once began a letter saying: “Everybody likes a compliment.” William James said: “The deepest principle in human nature is the craving to be appreciated.” He didn’t speak, mind you, of the “wish” or the “desire” or the “longing” to be appreciated. He said the “craving” to be appreciated.

    Here is a gnawing and unfaltering human hunger, and the rare individual who honestly satisfies this heart hunger will hold people in the palm of his or her hand and “even the undertaker will be sorry when he dies.”

    The desire for a feeling of importance is one of the chief distinguishing differences between mankind and the animals. To illustrate: When I was a farm boy out in Missouri, my father bred fine Duroc-Jersey hogs and . pedigreed white – faced cattle. We used to exhibit our hogs and white-faced cattle at the country fairs and live- stock shows throughout the Middle West. We won first prizes by the score. My father pinned his blue ribbons on a sheet of white muslin, and when friends or visitors came to the house, he would get out the long sheet of muslin. He would hold one end and I would hold the other while he exhibited the blue ribbons.

    The hogs didn’t care about the ribbons they had won. But Father did. These prizes gave him a feeling of importance.

    If our ancestors hadn’t had this flaming urge for a feeling of importance, civilization would have been impossible. Without it, we should have been just about like animals.

    It was this desire for a feeling of importance that led an uneducated, poverty-stricken grocery clerk to study some law books he found in the bottom of a barrel of household plunder that he had bought for fifty cents. You have probably heard of this grocery clerk. His name was Lincoln.

    It was this desire for a feeling of importance that inspired Dickens to write his immortal novels. This desire inspired Sir Christoper Wren to design his symphonies in stone. This desire made Rockefeller amass millions that he never spent! And this same desire made the richest family in your town build a house far too large for its requirements.

    This desire makes you want to wear the latest styles, drive the latest cars, and talk about your brilliant children.

    It is this desire that lures many boys and girls into joining gangs and engaging in criminal activities. The average young criminal, according to E. P. Mulrooney, onetime police commissioner of New York, is filled with ego, and his first request after arrest is for those lurid newspapers that make him out a hero. The disagreeable prospect of serving time seems remote so long as he can gloat over his likeness sharing space with pictures of sports figures, movie and TV stars and politicians.

    If you tell me how you get your feeling of importance, I’ll tell you what you are. That determines your character. That is the most significant thing about you. For example, John D. Rockefeller got his feeling of importance by giving money to erect a modern hospital in Peking, China, to care for millions of poor people whom he had never seen and never would see. Dillinger, on the other hand, got his feeling of importance by being a bandit, a bank robber and killer.

    When the FBI agents were hunting him, he dashed into a farmhouse up in Minnesota and said, “I’m Dillinger!” He was proud of the fact that he was Public Enemy Number One. “I’m not going to hurt you, but I’m Dillinger!” he said.

    Yes, the one significant difference between Dillinger and Rockefeller is how they got their feeling of importance.

     

    A member of one of our classes told of a request made by his wife. She and a group of other women in her church were involved in a self-improvement program. She asked her husband to help her by listing six things he believed she could do to help her become a better wife. He reported to the class: “I was surprised by such a request. Frankly, it would have been easy for me to list six things I would like to change about her – my heavens, she could have listed a thousand things she would like to change about me – but I didn’t. I said to her, ‘Let me think about it and give you an answer in the morning.’

    “The next morning I got up very early and called the florist and had them send six red roses to my wife with a note saying: ‘I can’t think of six things I would like to change about you. I love you the way you are.’

    “When I arrived at home that evening, who do you think greeted me at the door: That’s right. My wife! She was almost in tears. Needless to say, I was extremely glad I had not criticized her as she had requested.

    “The following Sunday at church, after she had reported the results of her assignment, several women with whom she had been studying came up to me and said, ‘That was the most considerate thing I have ever heard.’ It was then I realized the power of appreciation.”

    Florenz Ziegfeld, the most spectacular producer who ever dazzled Broadway, gained his reputation by his subtle ability to “glorify the American girl.” Time after time, he took drab little creatures that no one ever looked at twice and transformed them on the stage into glamorous visions of mystery and seduction. Knowing the value of appreciation and confidence, he made women feel beautiful by the sheer power of his gallantry and consideration. He was practical: he raised the salary of chorus girls from thirty dollars a week to as high as one hundred and seventy-five. And he was also chivalrous; on opening night at the Follies, he sent telegrams to the stars in the cast, and he deluged every chorus girl in the show with American Beauty roses.

    I once succumbed to the fad of fasting and went for six days and nights without eating. It wasn’t difficult. I was less hungry at the end of the sixth day than I was at the end of the second. Yet I know, as you know, people who would think they had committed a crime if they let their families or employees go for six days without food; but they will let them go for six days, and six weeks, and sometimes sixty years without giving them the hearty appreciation that they crave almost as much as they crave food.

    When Alfred Lunt, one of the great actors of his time, played the leading role in Reunion in Vienna, he said, “There is nothing I need so much as nourishment for my self-esteem.”

    We nourish the bodies of our children and friends and employees, but how seldom do we nourish their selfesteem? We provide them with roast beef and potatoes to build energy, but we neglect to give them kind words of appreciation that would sing in their memories for years like the music of the morning stars.

    Paul Harvey, in one of his radio broadcasts, “The Rest of the Story,” told how showing sincere appreciation can change a person’s life. He reported that years ago a teacher in Detroit asked Stevie Morris to help her find a mouse that was lost in the classroom. You see, she appreciated the fact that nature had given Stevie something no one else in the room had. Nature had given Stevie a remarkable pair of ears to compensate for his blind eyes. But this was really the first time Stevie had been shown appreciation for those talented ears.

    Now, years later, he says that this act of appreciation was the beginning of a new life. You see, from that time on he developed his gift of hearing and went on to become, under the stage name of Stevie Wonder, one of the great pop singers and and songwriters of the seventies.*

    * Paul Aurandt, Paul Harvey’s The Rest of the Story (New York: Doubleday, 1977). Edited and compiled by Lynne Harvey. Copyright

    (c) by Paulynne, Inc.

    Some readers are saying right now as they read these lines: “Oh, phooey! Flattery! Bear oil! I’ve tried that stuff. It doesn’t work – not with intelligent people.”

    Of course flattery seldom works with discerning people. It is shallow, selfish and insincere. It ought to fail and it usually does. True, some people are so hungry, so thirsty, for appreciation that they will swallow anything, just as a starving man will eat grass and fishworms.

    Even Queen Victoria was susceptible to flattery. Prime Minister Benjamin Disraeli confessed that he put it on thick in dealing with the Queen. To use his exact words, he said he “spread it on with a

    trowel.” But Disraeli was one of the most polished, deft and adroit men who ever ruled the far-flung British Empire. He was a genius in his line. What would work for him wouldn’t necessarily work for you and me. In the long run, flattery will do you more harm than good. Flattery is counterfeit, and like counterfeit money, it will eventually get you into trouble if you pass it to someone else.

    The difference between appreciation and flattery? That is simple. One is sincere and the other insincere. One comes from the heart out; the other from the teeth out. One is unselfish; the other selfish. One is universally admired; the other universally condemned.

    I recently saw a bust of Mexican hero General Alvaro Obregon in the Chapultepec palace in Mexico City. Below the bust are carved these wise words from General Obregon’s philosophy: “Don’t be afraid of enemies who attack you. Be afraid of the friends who flatter you.”

    No! No! No! I am not suggesting flattery! Far from it. I’m talking about a new way of life. Let me repeat. I am talking about a new way of life.

    King George V had a set of six maxims displayed on the walls of his study at Buckingham Palace. One of these maxims said: “Teach me neither to proffer nor receive cheap praise.” That’s all flattery is – cheap praise. I once read a definition of flattery that may be worth repeating: “Flattery is telling the other person precisely what he thinks about himself.”

    “Use what language you will,” said Ralph Waldo Emerson, “you can never say anything but what you are .”

    If all we had to do was flatter, everybody would catch on and we should all be experts in human relations.

    When we are not engaged in thinking about some definite problem, we usually spend about 95 percent of our time thinking about ourselves. Now, if we stop thinking about ourselves for a while and begin to think of the other person’s good points, we won’t have to resort to flattery so cheap and false that it can be spotted almost before it is out of the mouth,

    One of the most neglected virtues of our daily existence is appreciation, Somehow, we neglect to praise our son or daughter when he or she brings home a good report card, and we fail to encourage our children when they first succeed in baking a cake or building a birdhouse.

    Nothing pleases children more than this kind of parental interest and approval.

     

    Principle 2 Give honest and sincere appreciation.

    ~~~~~~~

    – “He Who Can Do This Has The Whole World With Him. He Who Cannot Walks A Lonely Way”

    I often went fishing up in Maine during the summer. Personally I am very fond of strawberries and cream, but I have found that for some strange reason, fish prefer worms. So when I went fishing, I didn’t think about what I wanted. I thought about what they wanted. I didn’t bait the hook with strawberries and cream. Rather, I dangled a worm or a grasshopper in front of the fish and said: “Wouldn’t you like to have that?”

    Why not use the same common sense when fishing for people?

    That is what Lloyd George, Great Britain’s Prime Minister during World War I, did. When someone asked him how he managed to stay in power after the other wartime leaders – Wilson, Orlando and Clemenceau – had been forgotten, he replied that if his staying on top might be attributed to any one thing, it would be to his having learned that it was necessary to bait the hook to suit the fish .

    Why talk about what we want? That is childish. Absurd. Of course, you are interested in what you want. You are eternally interested in it. But no one else is. The rest of us are just like you: we are interested in what we want.

    So the only way cm earth to influence other people is to talk about what they want and show them how to get it.

    Remember that tomorrow when you are trying to get somebody to do something. If, for example, you don’t want your children to smoke, don’t preach at them, and don’t talk about what you want; but show them that cigarettes may keep them from making the basketball team or winning the hundred-yard dash.

    This is a good thing to remember regardless of whether you are dealing with children or calves or chimpanzees. For example: one day Ralph Waldo Emerson and his son tried to get a calf into the barn. But they made the common mistake of thinking only of what they wanted: Emerson pushed and his son pulled. But the calf was doing just what they were doing; he was thinking only of what he wanted; so he stiffened his legs and stubbornly refused to leave the pasture. The Irish housemaid saw their predicament. She couldn’t write essays and books; but, on this occasion at least, she had more horse sense, or calf sense, than Emerson had. She thought of what the calf wanted; so she put her maternal finger in the calf’s mouth and let the calf suck her finger as she gently led him into the barn.

    Every act you have ever performed since the day you were born was performed because you wanted something. How about the time you gave a large contribution to the Red Cross? Yes, that is no exception to the rule. You gave the Red Cross the donation because you wanted to lend a helping hand; you wanted to do a beautiful, unselfish, divine act. ” Inasmuch as ye have done it unto one of the least of these my brethren, ye have done it unto me.”

    If you hadn’t wanted that feeling more than you wanted your money, you would not have made the contribution. Of course, you might have made the contribution because you were ashamed to refuse or because a customer asked you to do it. But one thing is certain. You made the contribution because you wanted something.

    Harry A, Overstreet in his illuminating book Influencing Human Behavior said; “Action springs out of what we fundamentally desire

    … and the best piece of advice which can be given to would-be persuaders, whether in business, in the home, in the school, in politics, is: First, arouse in the other person an eager want. He who can do this has the whole world with him. He who cannot walks a lonely way.”

    Andrew Carnegie, the poverty-stricken Scotch lad who started to work at two cents an hour and finally gave away $365 million, learned early in life that the only way to influence people is to talk in terms of what the other person wants. He attended school only four years; yet he learned how to handle people.

    To illustrate: His sister-in-law was worried sick over her two boys. They were at Yale, and they were so busy with their own affairs that they neglected to write home and paid no attention whatever to their mother’s frantic letters.

    Then Carnegie offered to wager a hundred dollars that he could get an answer by return mail, without even asking for it. Someone called his bet; so he wrote his nephews a chatty letter, mentioning casually in a post-script that he was sending each one a five-dollar bill.

    He neglected, however, to enclose the money.

    Back came replies by return mail thanking “Dear Uncle Andrew” for his kind note and-you can finish the sentence yourself.

    Another example of persuading comes from Stan Novak of Cleveland, Ohio, a participant in our course. Stan came home from work one evening to find his youngest son, Tim, kicking and screaming on the living room floor. He was to start kindergarten the next day and was protesting that he would not go. Stan’s normal reaction would have been to banish the child to his room and tell him he’d just better

    make up his mind to go. He had no choice. But tonight, recognizing that this would not really help Tim start kindergarten in the best frame of mind, Stan sat down and thought, “If I were Tim, why would I be excited about going to kindergarten?” He and his wife made a list of all the fun things Tim would do such as finger painting, singing songs, making new friends. Then they put them into action. “We all started finger-painting on the kitchen table-my wife, Lil, my other son Bob, and myself, all having fun. Soon Tim was peeping around the corner. Next he was begging to participate. ‘Oh, no! You have to go to kindergarten first to learn how to finger-paint.’ With all the enthusiasm I could muster I went through the list talking in terms he could understand-telling him all the fun he would have in kindergarten. The next morning, I thought I was the first one up. I went downstairs and found Tim sitting sound asleep in the living room chair. ‘What are you doing here?’ I asked. ‘I’m waiting to go to kindergarten. I don’t want to be late.’ The enthusiasm of our entire family had aroused in Tim an eager want that no amount of discussion or threat could have possibly accomplished.”

    Tomorrow you may want to persuade somebody to do something. Before you speak, pause and ask yourself: “How can I make this person want to do it?”

    That question will stop us from rushing into a situation heedlessly, with futile chatter about our desires.

    At one time I rented the grand ballroom of a certain New York hotel for twenty nights in each season in order to hold a series of lectures.

    At the beginning of one season, I was suddenly informed that I should have to pay almost three times as much rent as formerly. This news reached me after the tickets had been printed and distributed and all announcements had been made.

    Naturally, I didn’t want to pay the increase, but what was the use of talking to the hotel about what I wanted? They were interested only in what they wanted. So a couple of days later I went to see the manager.

     

    Thousands of salespeople are pounding the pavements today, tired, discouraged and underpaid. Why? Because they are always thinking only of what they want. They don’t realize that neither you nor I want to buy anything. If we did, we would go out and buy it. But both of us are eternally interested in solving our problems. And if salespeople can show us how their services or merchandise will help us solve our problems, they won’t need to sell us. We’ll buy. And customers like to feel that they are buying – not being sold.

    Yet many salespeople spend a lifetime in selling without seeing things from the customer’s angle. For example, for many years I lived in Forest Hills, a little community of private homes in the center of Greater New York. One day as I was rushing to the station, I chanced to meet a real-estate operator who had bought and sold property in that area for many years. He knew Forest Hills well, so I hurriedly asked him whether or not my stucco house was built with metal lath or hollow tile. He said he didn’t know and told me what I already knew – that I could find out by calling the Forest Hills Garden Association. The following morning, I received a letter from him. Did he give me the information I wanted? He could have gotten it in sixty seconds by a telephone call. But he didn’t. He told me again that I could get it by telephoning, and then asked me to let him handle my insurance.

    He was not interested in helping me. He was interested only in helping himself.

    J. Howard Lucas of Birmingham, Alabama, tells how two salespeople from the same company handled the same type of situation, He reported:

    “Several years ago I was on the management team of a small company. Headquartered near us was the district office of a large insurance company. Their agents were assigned territories, and our company was assigned to two agents, whom I shall refer to as Carl and John.

    “One morning, Carl dropped by our office and casually mentioned that his company had just introduced a new life insurance policy for executives and thought we might be interested later on and he would get back to us when he had more information on it.

    “The same day, John saw us on the sidewalk while returning from a coffee break, and he shouted: ‘Hey Luke, hold up, I have some great

    news for you fellows.’ He hurried over and very excitedly told us about an executive life insurance policy his company had introduced that very day. (It was the same policy that Carl had casually mentioned.) He wanted us to have one of the first issued. He gave us a few important facts about the coverage and ended saying, ‘The policy is so new, I’m going to have someone from the home office come out tomorrow and explain it. Now, in the meantime, let’s get the applications signed and on the way so he can have more information to work with.’ His enthusiasm aroused in us an eager want for this policy even though we still did not have details, When they were made available to us, they confirmed John’s initial understanding of the policy, and he not only sold each of us a policy, but later doubled our coverage.

    “Carl could have had those sales, but he made no effort to arouse in us any desire for the policies.”

    The world is full of people who are grabbing and self-seeking. So the rare individual who unselfishly tries to serve others has an enormous advantage. He has little competition. Owen D. Young, a noted lawyer and one of America’s great business leaders, once said: “People who can put themselves in the place of other people who can understand the workings of their minds, need never worry about what the future has in store for them.”

    If out of reading this book you get just one thing – an increased tendency to think always in terms of other people’s point of view, and see things from their angle – if you get that one thing out of this book, it may easily prove to be one of the building blocks of your career.

    Looking at the other person’s point of view and arousing in him an eager want for something is not to be construed as manipulating that person so that he will do something that is only for your benefit and his detriment. Each party should gain from the negotiation. In the letters to Mr. Vermylen, both the sender and the receiver of the correspondence gained by implementing what was suggested. Both the bank and Mrs. Anderson won by her letter in that the bank obtained a valuable employee and Mrs. Anderson a suitable job. And in the example of John’s sale of insurance to Mr. Lucas, both gained through this transaction.

    Another example in which everybody gains through this principle of arousing an eager want comes from Michael E. Whidden of Warwick, Rhode Island, who is a territory salesman for the Shell Oil Company. Mike wanted to become the Number One salesperson in his district, but one service station was holding him back. It was run by an older man who could not be motivated to clean up his station. It was in such poor shape that sales were declining significantly.

    This manager would not listen to any of Mike’s pleas to upgrade the station. After many exhortations and heart-to-heart talks – all of which had no impact – Mike decided to invite the manager to visit the newest Shell station in his territory.

    The manager was so impressed by the facilities at the new station that when Mike visited him the next time, his station was cleaned up and had recorded a sales increase. This enabled Mike to reach the Number One spot in his district. All his talking and discussion hadn’t helped, but by arousing an eager want in the manager, by showing him the modern station, he had accomplished his goal, and both the manager and Mike benefited.

    Most people go through college and learn to read Virgil and master the mysteries of calculus without ever discovering how their own minds function. For instance: I once gave a course in Effective Speaking for the young college graduates who were entering the employ of the Carrier Corporation, the large air-conditioner manufacturer. One of the participants wanted to persuade the others to play basketball in their free time, and this is about what he said: “I want you to come out and play basketball. I like to play basketball, but the last few times I’ve been to the gymnasium there haven’t been enough people to get up a game. Two or three of us got to throwing the ball around the other night – and I got a black eye. I wish all of you would come down tomorrow night. I want to play basketball.”

    Did he talk about anything you want? You don’t want to go to a gymnasium that no one else goes to, do you? You don’t care about what he wants. You don’t want to get a black eye.

    Could he have shown you how to get the things you want by using the gymnasium? Surely. More pep. Keener edge to the appetite.

    Clearer brain. Fun. Games. Basketball.

    To repeat Professor Overstreet’s wise advice: First, arouse in the other person an eager want He who can do this has the whole world with him. He who cannot walks a lonely way.

    One of the students in the author’s training course was worried about his little boy. The child was underweight and refused to eat properly. His parents used the usual method. They scolded and nagged. “Mother wants you to eat this and that.” “Father wants you to grow up to be a big man.”

    Did the boy pay any attention to these pleas? Just about as much as you pay to one fleck of sand on a sandy beach.

    No one with a trace of horse sense would expect a child three years old to react to the viewpoint of a father thirty years old. Yet that was

    precisely what that father had expected. It was absurd. He finally saw that. So he said to himself: “What does that boy want? How can I tie up what I want to what he wants?”

    It was easy for the father when he starting thinking about it. His boy had a tricycle that he loved to ride up and down the sidewalk in front of the house in Brooklyn. A few doors down the street lived a bully – a bigger boy who would pull the little boy off his tricycle and ride it himself.

    Naturally, the little boy would run screaming to his mother, and she would have to come out and take the bully off the tricycle and put her little boy on again, This happened almost every day.

    What did the little boy want? It didn’t take a Sherlock Holmes to answer that one. His pride, his anger, his desire for a feeling of importance – all the strongest emotions in his makeup – goaded him to get revenge, to smash the bully in the nose. And when his father explained that the boy would be able to wallop the daylights out of the bigger kid someday if he would only eat the things his mother wanted him to eat – when his father promised him that – there was no longer any problem of dietetics. That boy would have eaten spinach, sauerkraut, salt mackerel – anything in order to be big enough to whip the bully who had humiliated him so often.

    After solving that problem, the parents tackled another: the little boy had the unholy habit of wetting his bed.

    He slept with his grandmother. In the morning, his grandmother would wake up and feel the sheet and say: “Look, Johnny, what you did again last night.”

     

    Principle 3 – Arouse in the other person an eager want.

     

    In a Nutshell Fundamental Techniques In Handling People

    Principle 1 Don’t criticize, condemn or complain.
    Principle 2 Give honest and sincere appreciation.
    Principle 3 Arouse in the other person an eager want.

    ———————————

    Part Two – Ways To Make People Like You 1 Do This And You’ll Be Welcome Anywhere

    Why read this book to find out how to win friends? Why not study the technique of the greatest winner of friends the world has ever known? Who is he? You may meet him tomorrow coming down the street. When you get within ten feet of him, he will begin to wag his tail. If you stop and pat him, he will almost jump out of his skin to show you how much he likes you. And you know that behind this show of affection on his part, there are no ulterior motives: he doesn’t want to sell you any real estate, and he doesn’t want to marry you.

    Did you ever stop to think that a dog is the only animal that doesn’t have to work for a living? A hen has to lay eggs, a cow has to give milk, and a canary has to sing. But a dog makes his living by giving you nothing but love.

    When I was five years old, my father bought a little yellow-haired pup for fifty cents. He was the light and joy of my childhood. Every afternoon about four-thirty, he would sit in the front yard with his beautiful eyes staring steadfastly at the path, and as soon as he heard my voice or saw me swinging my dinner pail through the buck brush, he was off like a shot, racing breathlessly up the hill to greet me with leaps of joy and barks of sheer ecstasy.

    Tippy was my constant companion for five years. Then one tragic night – I shall never forget it – he was killed within ten feet of my head, killed by lightning. Tippy’s death was the tragedy of my boyhood.

    You never read a book on psychology, Tippy. You didn’t need to. You knew by some divine instinct that you can make more friends in two months by becoming genuinely interested in other people than you can in two years by trying to get other people interested in you. Let me repeat that. You can make more friends in two months by becoming interested in other people than you can in two years by trying to get other people interested in you.

    Yet I know and you know people who blunder through life trying to wigwag other people into becoming interested in them.

    Of course, it doesn’t work. People are not interested in you. They are not interested in me. They are interested in themselves – morning, noon and after dinner.

    The New York Telephone Company made a detailed study of telephone conversations to find out which word is the most frequently used. You have guessed it: it is the personal pronoun “I.” “I.” I.” It was used 3,900 times in 500 telephone conversations. “I.” “I.” “I.” “I.” When you see a group photograph that you are in, whose picture do you look for first?

    If we merely try to impress people and get people interested in us, we will never have many true, sincere friends. Friends, real friends, are not made that way.

    Napoleon tried it, and in his last meeting with Josephine he said: “Josephine, I have been as fortunate as any man ever was on this earth; and yet, at this hour, you are the only person in the world on whom I can rely.” And historians doubt whether he could rely even on her.

    Alfred Adler, the famous Viennese psychologist, wrote a book entitled What Life Should Mean to You. In that book he says: “It is the individual who is not interested in his fellow men who has the greatest difficulties in life and provides the greatest injury to others. It is from among such individuals that all human failures spring.”

    You may read scores of erudite tomes on psychology without coming across a statement more significant for you and for me. Adler’s statement is so rich with meaning that I am going to repeat it in italics:

    It is the individual who is not interested in his fellow men who has the greatest difjculties in life and provides the greutest injury to others. It is from umong such individuals that all humun failures spring.

     

    I have discovered from personal experience that one can win the attention and time and cooperation of even the most sought-after people by becoming genuinely interested in them. Let me illustrate.

    Years ago I conducted a course in fiction writing at the Brooklyn Institute of Arts and Sciences, and we wanted such distinguished and busy authors as Kathleen Norris, Fannie Hurst, Ida Tarbell, Albert Payson Terhune and Rupert Hughes to come to Brooklyn and give us the benefit of their experiences. So we wrote them, saying we admired their work and were deeply interested in getting their advice and learning the secrets of their success.

    Each of these letters was signed by about a hundred and fifty students. We said we realized that these authors were busy – too busy to prepare a lecture. So we enclosed a list of questions for them to answer about themselves and their methods of work. They liked that. Who wouldn’t like it? So they left their homes and traveled to Brooklyn to give us a helping hand.

    By using the same method, I persuaded Leslie M. Shaw, secretary of the treasury in Theodore Roosevelt’s cabinet; George W.

    Wickersham, attorney general in Taft’s cabinet; William Jennings Bryan; Franklin D. Roosevelt and many other prominent men to come to talk to the students of my courses in public speaking.

    All of us, be we workers in a factory, clerks in an office or even a king upon his throne – all of us like people who admire us. Take the German Kaiser, for example. At the close of World War I he was probably the most savagely and universally despised man on this earth. Even his own nation turned against him when he fled over into Holland to save his neck. The hatred against him was so intense that millions of people would have loved to tear him limb from limb or burn him at the stake. In the midst of all this forest fire of fury, one little boy wrote the Kaiser a simple, sincere letter glowing with kindliness and admiration. This little boy said that no matter what the others thought, he would always love Wilhelm as his Emperor.

    The Kaiser was deeply touched by his letter and invited the little boy to come to see him. The boy came, so did his mother – and the Kaiser married her. That little boy didn’t need to read a book on how to win friends and influence people. He knew how instinctively.

    If we want to make friends, let’s put ourselves out to do things for other people – things that require time, energy, unselfishness and thoughtfulness. When the Duke of Windsor was Prince of Wales, he was scheduled to tour South America, and before he started out on that tour he spent months studying Spanish so that he could make public talks in the language of the country; and the South Americans loved him for it.

    For years I made it a point to find out the birthdays of my friends. How? Although I haven’t the foggiest bit of faith in astrology, I began by asking the other party whether he believed the date of one’s birth has anything to do with character and disposition. I then asked him or her to tell me the month and day of birth. If he or she said November 24, for example, I kept repeating to myself, “November 24, November 24.” The minute my friend’s back was turned, I wrote down the name and birthday and later would transfer it to a birthday book. At the beginning of each year, I had these birthday dates scheduled in my calendar pad so that they came to my attention automatically. When the natal day arrived, there was my letter or telegram. What a hit it made! I was frequently the only person on earth who remembered.

    If we want to make friends, let’s greet people with animation and enthusiasm. When somebody calls you on the telephone use the same psychology. Say “Hello” in tones that bespeak how pleased YOU are to have the person call. Many companies train their telephone operatars to greet all callers in a tone of voice that radiates interest and enthusiasm. The caller feels the company is concerned about them. Let’s remember that when we answer the telephone tomorrow.

    Showing a genuine interest in others not only wins friends for you, but may develop in its customers a loyalty to your company. In an issue of the publication of the National Bank of North America of New York, the following letter from Madeline Rosedale, a depositor, was published: *

    * Eagle, publication of the Natirmal Bank of North America, h-ew York, March 31, 1978.

    “I would like you to know how much I appreciate your staff. Everyone is so courteous, polite and helpful. What a pleasure it is, after waiting on a long line, to have the teller greet you pleasantly.

    “Last year my mother was hospitalized for five months. Frequently I went to Marie Petrucello, a teller. She was concerned about my mother and inquired about her progress.”

    Is there any doubt that Mrs. Rosedale will continue to use this bank?

    Charles R. Walters, of one of the large banks in New York City, was assigned to prepare a confidential report on a certain corporation. He knew of only one person who possessed the facts he needed so urgently. As Mr. Walters was ushered into the president’s office, a young woman stuck her head through a door and told the president that she didn’t have any stamps for him that day.

    “I am collecting stamps for my twelve-year-old son,” the president explained to Mr. Walters.

    Mr. Walters stated his mission and began asking questions. The president was vague, general, nebulous. He didn’t want to talk, and apparently nothing could persuade him to talk. The interview was brief and barren.

    “Frankly, I didn’t know what to do,” Mr. Walters said as he related the story to the class. “Then I remembered what his secretary had said to him – stamps, twelve-year-old son. . . And I also recalled that the foreign department of our bank collected stamps – stamps taken from letters pouring in from every continent washed by the seven seas.

    “The next afternoon I called on this man and sent in word that I had some stamps for his boy. Was I ushered in with enthusiasm? Yes sir, He couldn’t have shaken my hand with more enthusiasm if he had been running for Congress. He radiated smiles and good will. ‘My George will love this one,’ he kept saying as he fondled the stamps. ‘And look at this! This is a treasure.’

    “We spent half an hour talking stamps and looking at a picture of his boy, and he then devoted more than an hour of his time to giving me every bit of information I wanted – without my even suggesting that he do it. He told me all he knew, and then called in his subordinates and questioned them. He telephoned some of his associates. He loaded me down with facts, figures, reports and correspondence. In the parlance of newspaper reporters, I had a scoop.”

    Here is another illustration:

    M. Knaphle, Jr., of Philadelphia had tried for years to sell fuel to a large chain-store organization. But the chain-store company continued to purchase its fuel from an out-of-town dealer and haul it right past the door of Knaphle’s office. Mr, Knaphle made a speech one night before one of my classes, pouring out his hot wrath upon chain stores, branding them as a curse to the nation.

    And still he wondered why he couldn’t sell them.

    I suggested that he try different tactics. To put it briefly, this is what happened. We staged a debate between members of the course on whether the spread of the chain store is doing the country more harm than good.

    Knaphle, at my suggestion, took the negative side; he agreed to defend the chain stores, and then went straight to an executive of the chain-store organization that he despised and said: “I am not here to try to sell fuel. I have come to ask you to do me a favor.” He then told about his debate and said, “I have come to you for help because I can’t think of anyone else who would be more capable of giving me the facts I want. I’m anxious to win this debate, and I’ll deeply appreciate whatever help you can give me.”

    Here is the rest of the story in Mr. Knaphle’s own words:

    I had asked this man for precisely one minute of his time. It was with that understanding that he consented to see me. After I had stated my case, he motioned me to a chair and talked to me for exactly one hour and forty-seven minutes. He called in another executive who had written a book on chain stores. He wrote to the National Chain Store Association and secured for me a copy of a debate on the subject. He feels that the chain store is rendering a real service to humanity. He is proud of what he is doing for hundreds of communities. His eyes fairly glowed as he talked, and I must confess that he opened my eyes to things I had never even dreamed of. He changed my whole mental attitude. As I was leaving, he walked with me to the door, put his arm around my shoulder, wished me well in my debate, and asked me to stop in and see him again and let him know how I made out. The last words he said to

    me were: “Please see me again later in the spring. I should like to place an order with you for fuel.”

    To me that was almost a miracle. Here he was offering to buy fuel without my even suggesting it. I had made more headway in two hours by becoming genuinely interested in him and his problems than I could have made in ten years trying to get him interested in me and my product.

    You didn’t discover a new truth, Mr. Knaphle, for a long time ago, a hundred years before Christ was born a famous old Roman poet, Publilius Syrus, remarked; “We are interested in others when they are interested in us.”

     

    If you want others to like you, if you want to develop real friendships, if you want to help others at the same time as you help yourself, keep this principle in mind:

    Principle 1 Become genuinely interested in other people.

    ~~~~~~~

    – A Simple Way To Make A Good First Impression

    At a dinner party in New York, one of the guests, a woman who had inherited money, was eager to make a pleasing impression on everyone. She had squandered a modest fortune on sables, diamonds and pearls. But she hadn’t done anything whatever about her face. It radiated sourness and selfishness. She didn’t realize what everyone knows: namely, that the expression one wears on one’s face is far more important than the clothes one wears on one’s back.

    Charles Schwab told me his smile had been worth a million dollars. And he was probably understating the truth. For Schwab’s personality, his charm, his ability to make people like him, were almost wholly responsible for his extraordinary success; and one of the most delightful factors in his personality was his captivating smile.

    Actions speak louder than words, and a smile says, “I like you, You make me happy. I am glad to see you.” That is why dogs make such a hit. They are so glad to see us that they almost jump out of their skins. So, naturally, we are glad to see them.

    A baby’s smile has the same effect.

    Have you ever been in a doctor’s waiting room and looked around at all the glum faces waiting impatiently to be seen? Dr, Stephen K. Sproul, a veterinarian in Raytown, Missouri, told of a typical spring day when his waiting room was full of clients waiting to have their pets inoculated. No one was talking to anyone else, and all were probably thinking of a dozen other things they would rather be doing than “wasting time” sitting in that office. He told one of our classes: “There were six or seven clients waiting when a young woman came in with a nine-month-old baby and a kitten. As luck would have it, she sat down next to a gentleman who was more than a little distraught about the long wait for service. The next thing he knew, the baby just looked up at him with that great big smile that is so

    characteristic of babies. What did that gentleman do? Just what you and I would do, of course; he-smiled back at the baby. Soon he struck up a conversation with the woman about her baby and his grandchildren, and soon the entire reception room joined in, and the boredom and tension were converted into a pleasant and enjoyable experience.”

    An insincere grin? No. That doesn’t fool anybody. We know it is mechanical and we resent it. I am talking about a real smile, a heartwarming smile, a smile that comes from within, the kind of smile that will bring a good price in the marketplace.

    Professor James V. McConnell, a psychologist at the University of Michigan, expressed his feelings about a smile. “People who smile,” he said, “tend to manage teach and sell more effectively, and to raise happier children. There’s far more information in a smile than a frown. That’s why encouragement is a much more effective teaching device than punishment.”

    The employment manager of a large New York department store told me she would rather hire a sales clerk who hadn’t finished grade school, if he or she has a pleasant smile, than to hire a doctor of philosophy with a somber face.

    The effect of a smile is powerful – even when it is unseen. Telephone companies throughout the United States have a program called “phone power” which is offered to employees who use the telephone for selling their services or products. In this program they suggest that you smile when talking on the phone. Your “smile” comes through in your voice.

    Robert Cryer, manager of a computer department for a Cincinnati, Ohio, company, told how he had successfully found the right applicant for a hard-to-fill position:

    “I was desperately trying to recruit a Ph.D. in computer science for my department. I finally located a young man with ideal qualifications who was about to be graduated from Purdue University. After several phone conversations I learned that he had several offers from other companies, many of them larger and better known than mine. I was delighted when he accepted my offer. After he started on the job, I asked him why he had chosen us over the others. He paused for a moment and then he said: ‘I think it was because managers in the other companies spoke on the phone in a cold, business-like manner, which made me feel like just another business transaction, Your voice sounded as if you were glad to hear from me … that you really wanted me to be part of your organization. ‘ You can be assured, I am still answering my phone with a smile.”

    The chairman of the board of directors of one of the largest rubber companies ‘in the United States told me that, according to his observations, people rarely succeed at anything unless they have fun doing it. This industrial leader doesn’t put much faith in the old adage that hard work alone is the magic key that will unlock the door to our desires, “I have known people,” he said, “who succeeded because they had a rip-roaring good time conducting their business. Later, I saw those people change as the fun became work. The business had grown dull, They lost all joy in it, and they failed.”

    You must have a good time meeting people if you expect them to have a good time meeting you.

    I have asked thousands of business people to smile at someone every hour of the day for a week and then come to class and talk about the results. How did it work? Let’s see … Here is a letter from William B. Steinhardt, a New York stockbroker. His case isn’t isolated. In fact, it is typical of hundreds of cases.

    “1 have been married for over eighteen years,” wrote Mr. Steinhardt, “and in all that time I seldom smiled at my wife or spoke two dozen words to her from the time I got up until I was ready to leave for business. I was one of the worst grouches who ever walked down Broadway.

    “When you asked me to make a talk about my experience with smiles, I thought I would try it for a week. So the next morning, while combing my hair, I looked at my glum mug in the mirror and said to myself, ‘Bill, you are going to wipe the scowl off that sour puss of yours today. You are going to smile. And you are going to begin right now.’ As I sat down to breakfast, I greeted my wife with a ‘Good morning, my dear,’ and smiled as I said it.

    “You warned me that she might be surprised. Well, you underestimated her reaction. She was bewildered. She was shocked. I told her that in the future she could expect this as a regular occurrence, and I kept it up every morning.

    “This changed attitude of mine brought more happiness into our home in the two months since I started than there was during the last year.

    “As I leave for my office, I greet the elevator operator in the apartment house with a ‘Good morning’ and a smile, I greet the doorman with a smile. I smile at the cashier in the subway booth when I ask for change. As I stand on the floor of the Stock Exchange, I smile at people who until recently never saw me smile.

    “I soon found that everybody was smiling back at me, I treat those who come to me with complaints or grievances in a cheerful manner,

    I smile as I listen to them and I find that adjustments are accomplished much easier. I find that smiles are bringing me dollars, many dollars every day.

    “I share my office with another broker. One of his clerks is a likable young chap, and I was so elated about the results I was getting that I told him recently about my new philosophy of human relations. He then confessed that when I first came to share my office with his firm he thought me a terrible grouch – and only recently changed his mind. He said I was really human when I smiled.

    “I have also eliminated criticism from my system. I give appreciation and praise now instead of condemnation. I have stopped talking about what I want. I am now trying to see the other person’s viewpoint. And these things have literally revolutionized my life. I am a totally different man, a happier man, a richer man, richer in friendships and happiness – the only things that matter much after all.”

    You don’t feel like smiling? Then what? Two things. First, force yourself to smile. If you are alone, force yourself to whistle or hum a tune or sing. Act as if you were already happy, and that will tend to make you happy. Here is the way the psychologist and philosopher William James put it:

    “Action seems to follow feeling, but really action and feeling go together; and by regulating the action, which is under the more direct control of the will, we can indirectly regulate the feeling, which is not.

     

    Abe Lincoln once remarked that “most folks are about as happy as they make up their minds to be.” He was right. I saw a vivid illustration of that truth as I was walking up the stairs of the Long Island Railroad station in New York. Directly in front of me thirty or forty crippled boys on canes and crutches were struggling up the stairs. One boy had to be carried up. I was astonished at their laughter and gaiety. I spoke about it to one of.the men in charge of the boys. “Oh, yes,” he said, “when a boy realizes that he is going to be a cripple for life, he is shocked at first; but after he gets over the shock, he usually resigns himself to his fate and then becomes as happy as normal boys.”

    I felt like taking my hat off to those boys. They taught me a lesson I hope I shall never forget.

    Working all by oneself in a closed-off room in an office not only is lonely, but it denies one the opportunity of making friends with other employees in the company. Seсora Maria Gonzalez of Guadalajara, Mexico, had such a job. She envied the shared comradeship of other people in the company as she heard their chatter and laughter. As she passed them in the hall during the first weeks of her employment, she shyly looked the other way.

    After a few weeks, she said to herself, “Maria, you can’t expect those women to come to you. You have to go out and meet them. ” The next time she walked to the water cooler, she put on her brightest smile and said, “Hi, how are you today” to each of the people she met. The effect was immediate. Smiles and hellos were returned, the hallway seemed brighter, the job friendlier.

    Acquaintanceships developed and some ripened into friendships. Her job and her life became more pleasant and interesting.

    Peruse this bit of sage advice from the essayist and publisher Elbert Hubbard – but remember, perusing it won’t do you any good unless you apply it:

    Whenever you go out-of-doors, draw the chin in, carry the crown of the head high, and fill the lungs to the utmost; drink in the sunshine; greet your friends with a smile, and put soul into every handclasp.

    Do not fear being misunderstood and do not waste a minute thinking about your enemies. Try to fix firmly in your mind what you would like to do; and then, without veering off direction, you will move straight to the goal. Keep your mind on the great and splendid things you would like to do, and then, as the days go gliding away, you will find yourself unconsciously seizing upon the opportunities that are required for the fulfillment of your desire, just as the coral insect

    takes from the running tide the element it needs. Picture in your mind the able, earnest, useful person you desire to be, and the thought you hold is hourly transforming you into that particular individual.. . . Thought is supreme. Preserve a right mental attitude – the attitude of courage, frankness, and good cheer. To think rightly is to create. All things come through desire and every sincere prayer is answered. We become like that on which our hearts are fixed.

    Carry your chin in and the crown of your head high. We are gods in the chrysalis.

    The ancient Chinese were a wise lot – wise in the ways of the world; and they had a proverb that you and I ought to cut out and paste inside our hats. It goes like this: “A man without a smiling face must not open a shop.”

    Your smile is a messenger of your good will. Your smile brightens the lives of all who see it. To someone who has seen a dozen people frown, scowl or turn their faces away, your smile is like the sun breaking through the clouds. Especially when that someone is under pressure from his bosses, his customers, his teachers or parents or children, a smile can help him realize that all is not hopeless – that there is joy in the world.

    Some years ago, a department store in New York City, in recognition of the pressures its sales clerks were under during the Christmas rush, presented the readers of its advertisements with the following homely philosophy:

    The Value Of A Smile At Christmas

    It costs nothing, but creates much. It enriches those who receive, without impoverishing those who give. It happens in a flash and the memory of it sometimes lasts forever, None are so rich they can get along without it, and none so poor but are richer for its benefits. It creates happiness in the home, fosters good will in a business, and is the countersign of friends. It is rest to the weary, daylight to the discouraged, sunshine to the sad, and Nature’s best antidote fee trouble. Yet it cannot be bought, begged, borrowed, or stolen, for it is something that is no earthly good to anybody till it is given away. And if in the last-minute rush of Christmas buying some of our salespeople should be too tired to give you a smile, may we ask you to leave one of yours? For nobody needs a smile so much as those who have none left to give!

    Principle 2 – Smile.

    ~~~~~~~

    – If You Don’t Do This, You Are Headed For Trouble

     

    Back in 1898, a tragic thing happened in Rockland County, New York. A child had died, and on this particular day the neighbors were preparing to go to the funeral.

    Jim Farley went out to the barn to hitch up his horse. The ground was covered with snow, the air was cold and snappy; the horse hadn’t been exercised for days; and as he was led out to the watering trough, he wheeled playfully, kicked both his heels high in the air, and killed Jim Farley. So the little village of Stony Point had two funerals that week instead of one.

    Jim Farley left behind him a widow and three boys, and a few hundred dollars in insurance.

    His oldest boy, Jim, was ten, and he went to work in a brickyard, wheeling sand and pouring it into the molds and turning the brick on edge to be dried by the sun. This boy Jim never had a chance to get much education. But with his natural geniality, he had a flair for making people like him, so he went into politics, and as the years went by, he developed an uncanny ability for remembering people’s names.

    He never saw the inside of a high school; but before he was forty-six years of age, four colleges had honored him with degrees and he had become chairman of the Democratic National Committee and Postmaster General of the United States.

    I once interviewed Jim Farley and asked him the secret of his success. He said, “Hard work,” and I said, “Don’t be funny.”

    He then asked me what I thought was the reason for his success. I replied: “I understand you can call ten thousand people by their first names.”

    “No. You are wrong, ” he said. “I can call fifty thousand people by their first names.”

    Make no mistake about it. That ability helped Mr. Farley put Franklin

    Roosevelt in the White House when he managed Roosevelt’s campaign in 1932.

     

    What was the reason for Andrew Carnegie’s success?

    He was called the Steel King; yet he himself knew little about the manufacture of steel. He had hundreds of people working for him who knew far more about steel than he did.

    But he knew how to handle people, and that is what made him rich. Early in life, he showed a flair for organization, a genius for leadership. By the time he was ten, he too had discovered the astounding importance people place on their own name. And he used that discovery to win cooperation. To illustrate: When he was a boy back in Scotland, he got hold of a rabbit, a mother rabbit.

    Presto! He soon had a whole nest of little rabbits – and nothing to feed them. But he had a brilliant idea. He told the boys and girls in the neighborhood that if they would go out and pull enough clover and dandelions to feed the rabbits, he would name the bunnies in their honor.

    The plan worked like magic, and Carnegie never forgot it.

    Years later, he made millions by using the same psychology in business. For example, he wanted to sell steel rails to the Pennsylvania Railroad. J. Edgar Thomson was the president of the Pennsylvania Railroad then. So Andrew Carnegie built a huge steel mill in Pittsburgh and called it the “Edgar Thomson Steel Works.”

    Here is a riddle. See if you can guess it. When the Pennsylvania Railroad needed steel rails, where do you suppose J. Edgar Thomson bought them?. . , From Sears, Roebuck? No. No. You’re wrong.

    Guess again. When Carnegie and George Pullman were battling each other for supremacy in the railroad sleeping-car business, the Steel King again remembered the lesson of the rabbits.

    The Central Transportation Company, which Andrew Carnegie controlled, was fighting with the company that Pullman owned. Both were struggling to get the sleeping-car business of the Union Pacific Railroad, bucking each other, slashing prices, and destroving all chance of profit. Both Carnegie and Pullman had gone to New York to see the board of directors of the Union Pacific. Meeting one evening in the St. Nicholas Hotel, Carnegie said: “Good evening, Mr. Pullman, aren’t we making a couple of fools of ourselves?”

    “What do you mean.?” Pullman demanded.

    Then Carnegie expressed what he had on his mind – a merger of their two interests. He pictured in glowing terms the mutual advantages of working with, instead of against, each other. Pullman listened attentively, but he was not wholly convinced. Finally he asked, “What would you call the new company?” and Carnegie replied promptly: “Why, the Pullman Palace Car Company, of course.”

    Pullman’s face brightened. “Come into my room,” he said. “Let’s talk it over.” That talk made industrial history.

    This policy of remembering and honoring the names of his friends and business associates was one of the secrets of Andrew Carnegie’s leadership. He was proud of the fact that he could call many of his factory workers by their first names, and he boasted that while he was personally in charge, no strike ever disturbed his flaming steel mills.

    Benton Love, chairman of Texas Commerce Banc-shares, believes that the bigger a corporation gets, the colder it becomes. ” One way to warm it up,” he said, “is to remember people’s names. The executive who tells me he can’t remember names is at the same time telling me he can’t remember a significant part of his business and is operating on quicksand.”

    Karen Kirsech of Rancho Palos Verdes, California, a flight attendant for TWA, made it a practice to learn the names of as many passengers in her cabin as possible and use the name when serving them. This resulted in many compliments on her service expressed both to her directly and to the airline. One passenger wrote: “I haven’t flown TWA for some time, but I’m going to start flying nothing but TWA from now on. You make me feel that your airline has become a very personalized airline and that is important to me.”

    People are so proud of their names that they strive to perpetuate them at any cost. Even blustering, hard-boiled old P. T. Barnum, the greatest showman of his time, disappointed because he had no sons to carry on his name, offered his grandson, C. H. Seeley, $25,000 dollars if he would call himself “Barnum” Seeley.

    For many centuries, nobles and magnates supported artists, musicians and authors so that their creative works would be dedicated to them.

    Libraries and museums owe their richest collections to people who cannot bear to think that their names might perish from the memory of the race. The New York Public Library has its Astor and Lenox collections. The Metropolitan Museum perpetuates the names of Benjamin Altman and J. P. Morgan. And nearly every church is beautified by stained-glass windows commemorating the names of their donors. Many of the buildings on the campus of most universities bear the names of donors who contributed large sums of money for this honor.

    Most people don’t remember names, for the simple reason that they don’t take the time and energy necessary to concentrate and repeat and fix names indelibly in their minds. They make excuses for themselves; they are too busy.

    But they were probably no busier than Franklin D. Roosevelt, and he took time to remember and recall even the names of mechanics with whom he came into contact.

    To illustrate: The Chrysler organization built a special car for Mr. Roosevelt, who could not use a standard car because his legs were paralyzed. W. F. Chamberlain and a mechanic delivered it to the White House. I have in front of me a letter from Mr. Chamberlain relating his experiences. “I taught President Roosevelt how to handle a car with a lot of unusual gadgets, but he taught me a lot about the fine art of handling people.

    “When I called at the White House,” Mr. Chamberlain writes, “the President was extremely pleasant and cheerful. He called me by name, made me feel very comfortable, and particularly impressed me with the fact that he was vitally interested in things I had to show him and tell him. The car was so designed that it could be operated entirely by hand. A crowd gathered around to look at the car; and he remarked: ‘I think it is marvelous. All you have to do is to touch a button and it moves away and you can drive it without effort. I think it is grand – I don’t know what makes it go. I’d love to have the time to tear it down and see how it works.’

    “When Roosevelt’s friends and associates admired the machine, he said in their presence: ‘Mr. Chamberlain, I certainly appreciate all the time and effort you have spent in developing this car. It is a mighty fine job.’ He admired the radiator, the special rear-vision mirror and clock, the special spotlight, the kind of upholstery, the sitting position of the driver’s seat, the special suitcases in the trunk with his monogram on each suitcase. In other words, he took notice of every detail to which he knew I had given considerable thought. He made a point of bringing these various pieces of equipment to the attention of Mrs. Roosevelt, Miss Perkins, the Secretary of Labor, and his secretary. He even brought the old White House porter into the picture by saying, ‘George, you want to take particularly good care of the suitcases.’

    “When the driving lesson was finished, the President turned to me and said: ‘Well, Mr. Chamberlain, I have been keeping the Federal Reserve Board waiting thirty minutes. I guess I had better get back to work.’

    “I took a mechanic with me to the White House. He was introduced to Roosevelt when he arrived. He didn’t talk to the President, and Roosevelt heard his name only once. He was a shy chap, and he kept in the background. But before leaving us, the President looked for the mechanic, shook his hand, called him by name, and thanked him for coming to Washington. And there was nothing perfunctory about his thanks. He meant what he said. I could feel that.

    “A few days after returning to New York, I got an autographed photograph of President Roosevelt and a little note of thanks again expressing his appreciation for my assistance. How he found time to do it is a mystery to me .”

    Franklin D. Roosevelt knew that one of the simplest, most obvious and most important ways of gaining good will was by remembering names and making people feel important – yet how many of us do it?

    Half the time we are introduced to a stranger, we chat a few minutes and can’t even remember his or her name by the time we say goodbye.

    One of the first lessons a politician learns is this: “To recall a voter’s name is statesmanship. To forget it is oblivion.”

    And the ability to remember names is almost as important in business and social contacts as it is in politics.

    Napoleon the Third, Emperor of France and nephew of the great Napoleon, boasted that in spite of all his royal duties he could remember the name of every person he met.

    His technique? Simple. If he didn’t hear the name distinctly, he said, “So sorry. I didn’t get the name clearly.” Then, if it was an unusual name, he would say, “How is it spelled?”

    During the conversation, he took the trouble to repeat the name several times, and tried to associate it in his mind with the person’s features, expression and general appearance.

    If the person was someone of importance, Napoleon went to even further pains. As soon as His Royal Highness was alone, he wrote the name down on a piece of paper, looked at it, concentrated on it, fixed it securely in his mind, and then tore up the paper. In this way, he gained an eye impression of the name as well as an ear impression.

    All this takes time, but “Good manners,” said Emerson, “are made up of petty sacrifices.”

    The importance of remembering and using names is not just the prerogative of kings and corporate executives. It works for all of us. Ken Nottingham, an employee of General Motors in Indiana, usually had lunch at the company cafeteria. He noticed that the woman who worked behind the counter always had a scowl on her face. “She had been making sandwiches for about two hours and I was just another sandwich to her. I told her what I wanted. She weighed out the ham on a little scale, then she gave me one leaf of lettuce, a few potato chips and handed them to me.

     

    Principle 3 – Remember that a person’s name is to that person the sweetest and most important sound in any language.

    ~~~~~~~

    – An Easy Way To Become A Good Conversationalist

    Some time ago, I attended a bridge party. I don’t play bridge – and there was a woman there who didn’t play bridge either. She had discovered that I had once been Lowell Thomas’ manager before he went on the radio and that I had traveled in Europe a great deal while helping him prepare the illustrated travel talks he was then delivering. So she said: “Oh, Mr. Carnegie, I do want you to tell me about all the wonderful places you have visited and the sights you have seen.”

    As we sat down on the sofa, she remarked that she and her husband had recently returned from a trip to Africa. “Africa!” I exclaimed. “How interesting! I’ve always wanted to see Africa, but I never got there except for a twenty-four-hour stay once in Algiers. Tell me, did you visit the big-game country? Yes? How fortunate. I envy you. Do tell me about Africa.”

    That kept her talking for forty-five minutes. She never again asked me where I had been or what I had seen. She didn’t want to hear me talk about my travels. All she wanted was an interested listener, so she could expand her ego and tell about where she had been.

    Was she unusual? No. Many people are like that.

    For example, I met a distinguished botanist at a dinner party given by a New York book publisher. I had never talked with a botanist before, and I found him fascinating. I literally sat on the edge of my chair and listened while he spoke of exotic plants and experiments in

    developing new forms of plant life and indoor gardens (and even told me astonishing facts about the humble potato). I had a small indoor garden of my own – and he was good enough to tell me how to solve some of my problems.

    As I said, we were at a dinner party. There must have been a dozen other guests, but I violated all the canons of courtesy, ignored everyone else, and talked for hours to the botanist.

    Midnight came, I said good night to everyone and departed. The botanist then turned to our host and paid me several flattering compliments. I was “most stimulating.” I was this and I was that, and he ended by saying I was a “most interesting conversationalist.”

    An interesting conversationalist? Why, I had said hardly anything at all. I couldn’t have said anything if I had wanted to without changing the subject, for I didn’t know any more about botany than I knew about the anatomy of a penguin. But I had done this: I had listened intently. I had listened because I was genuinely interested. And he felt it. Naturally that pleased him. That kind of listening is one of the highest compliments we can pay anyone. “Few human beings,” wrote Jack Woodford in Strangers in Love, “few human beings are proof against the implied flattery of rapt attention.” I went even further than giving him rapt attention. I was “hearty in my approbation and lavish in my praise.”

    I told him that I had been immensely entertained and instructed – and I had. I told him I wished I had his knoledge – and I did. I told him that I should love to wander the fields with him – and I have. I told him I must see him again – and I did.

    And so I had him thinking of me as a good conversationalist when, in reality, I had been merely a good listener and had encouraged him to talk.

    What is the secret, the mystery, of a successful business interview? Well, according to former Harvard president Charles W. Eliot, “There is no mystery about successful business intercourse. … Exclusive attention to the person who is speaking to you is very important.

    Nothing else is so flattering as that.”

    Eliot himself was a past master of the art of listening, Henry James, one of America’s first great novelists, recalled: “Dr. Eliot’s listening was not mere silence, but a form of activity. Sitting very erect on the end of his spine with hands joined in his lap, making no movement except that he revolved his thumbs around each other faster or slower, he faced his interlocutor and seemed to be hearing with his eyes as well as his ears. He listened with his mind and attentively considered what you had to say while you said it. … At the end of an

    interview the person who had talked to him felt that he had had his say.”

    Self-evident, isn’t it? You don’t have to study for four years in Harvard to discover that. Yet I know and you know department store owners who will rent expensive space, buy their goods economically, dress their windows appealingly, spend thousands of dollars in advertising and then hire clerks who haven’t the sense to be good listeners – clerks who interrupt customers, contradict them, irritate them, and all but drive them from the store.

    A department store in Chicago almost lost a regular customer who spent several thousand dollars each year in that store because a sales clerk wouldn’t listen. Mrs. Henrietta Douglas, who took our course in Chicago, had purchased a coat at a special sale. After she had brought it home she noticed that there was a tear in the lining. She came back the next day and asked the sales clerk to exchange it. The clerk refused even to listen to her complaint. “You bought this at a special sale,” she said. She pointed to a sign on the wall. “Read that,” she exclaimed. ” ‘All sales are final.’ Once you bought it, you have to keep it. Sew up the lining yourself.”

     

    Principle 4 – Be a good listener. Encourage others to talk about themselves.

    ~~~~~~~

    – How To Interest People

    Everyone who was ever a guest of Theodore Roosevelt was astonished at the range and diversity of his knowledge. Whether his visitor was a cowboy or a Rough Rider, a New York politician or a diplomat, Roosevelt knew what to say. And how was it done? The answer was simple. Whenever Roosevelt expected a visitor, he sat up late the night before, reading up on the subject in which he knew his guest was particularly interested.

    For Roosevelt knew, as all leaders know, that the royal road to a person’s heart is to talk about the things he or she treasures most.

    The genial William Lyon Phelps, essayist and professor of literature at Yale, learned this lesson early in life.

    “When I was eight years old and was spending a weekend visiting my Aunt Libby Linsley at her home in Stratford on the Housatonic,” he wrote in his essay on Human Nature, “a middle-aged man called one evening, and after a polite skirmish with my aunt, he devoted his attention to me. At that time, I happened to be excited about boats, and the visitor discussed the subject in a way that seemed to me particularly interesting. After he left, I spoke of him with enthusiasm. What a man! My aunt informed me he was a New York lawyer, that he cared nothing whatever about boats – that he took not the slightest interest in the subject. ‘But why then did he talk all the time about boats?’

    ” ‘Because he is a gentleman. He saw you were interested in boats, and he talked about the things he knew would interest and please you. He made himself agreeable.’ ”

    And William Lyon Phelps added: “I never forgot my aunt’s remark.”

    As I write this chapter, I have before me a letter from Edward L. Chalif, who was active in Boy Scout work.

    “One day I found I needed a favor,” wrote Mr. Chalif. “A big Scout jamboree was coming off in Europe, and I wanted the president of one of the largest corporations in America to pay the expenses of one of my boys for the trip.

    “Fortunately, just before I went to see this man, I heard that he had drawn a check for a million dollars, and that after it was canceled, he had had it framed.

    “So the first thing I did when I entered his office was to ask to see the check. A check for a million dollars! I told him I never knew that anybody had ever written such a check, and that I wanted to tell my boys that I had actually seen a check for a million dollars. He gladly showed it to me; I admired it and asked him to tell me all about how it happened to be drawn.”

    You notice, don’t you, that Mr. Chalif didn’t begin by talking about the Boy Scouts, or the jamboree in Europe, or what it was he wanted? He talked in terms of what interested the other man. Here’s the result:

    “Presently, the man I was interviewing said: ‘Oh, by the way, what was it you wanted to see me about?’ So I told him.

    “To my vast surprise,” Mr. Chalif continues, “he not only granted immediately what I asked for, but much more. I had asked him to send only one boy to Europe, but he sent five boys and myself, gave me a letter of credit for a thousand dollars and told us to stay in Europe for seven weeks. He also gave me letters of introduction to his branch presidents, putting them at our service, and he himself met us in Paris and showed us the town.

    Since then, he has given jobs to some of the boys whose parents were in want, and he is still active in our group.

    “Yet I know if I hadn’t found out what he was interested in, and got him warmed up first, I wouldn’t have found him one-tenth as easy to approach.”

    Is this a valuable technique to use in business? Is it? Let’s see, Take Henry G. Duvernoy of Duvemoy and Sons, a wholesale baking firm in New York.

    Mr. Duvernoy had been trying to sell bread to a certain New York hotel. He had called on the manager every week for four years. He went to the same social affairs the manager attended. He even took rooms in the hotel and lived there in order to get the business. But he failed.

    “Then,” said Mr. Duvernoy, “after studying human relations, I resolved to change my tactics. I decided to find out what interested this man – what caught his enthusiasm.

    “I discovered he belonged to a society of hotel executives called the Hotel Greeters of America. He not only belonged, but his bubbling enthusiasm had made him president of the organization, and president of the International Greeters. No matter where its conventions were held, he would be there.

    “So when I saw him the next day, I began talking about the Greeters. What a response I got. What a response! He talked to me for half an hour about the Greeters, his tones vibrant with enthusiasm. I could plainly see that this society was not only his hobby, it was the passion of his life. Before I left his office, he had ‘sold’ me a membership in his organization.

    “In the meantime, I had said nothing about bread. But a few days later, the steward of his hotel phoned me to come over with samples and prices.

    ” ‘I don’t know what you did to the old boy,’ the steward greeted me, ‘but he sure is sold on you!’

     

    Principle 5 – Talk in terms of the other person’s interests.

    ~~~~~~~

    – How To Make People Like You Instantly

    I was waiting in line to register a letter in the post office at Thirty- third Street and Eighth Avenue in New York. I noticed that the clerk appeared to be bored with the job -weighing envelopes, handing out stamps, making change, issuing receipts – the same monotonous grind year after year. So I said to myself: “I am going to try to make that clerk like me. Obviously, to make him like me, I must say something nice, not about myself, but about him. So I asked myself, ‘What is there about him that I can honestly admire?’ ” That is sometimes a hard question to answer, especially with strangers; but, in this case, it happened to be easy. I instantly saw something I admired no end.

    So while he was weighing my envelope, I remarked with enthusiasm: “I certainly wish I had your head of hair.”

    He looked up, half-startled, his face beaming with smiles. “Well, it isn’t as good as it used to be,” he said modestly. I assured him that although it might have lost some of its pristine glory, nevertheless it was still magnificent. He was immensely pleased. We carried on a pleasant little conversation and the last thing he said to me was: “Many people have admired my hair.”

    I’ll bet that person went out to lunch that day walking on air. I’ll bet he went home that night and told his wife about it. I’ll bet he looked in the mirror and said: “It is a beautiful head of hair.”

    I told this story once in public and a man asked me afterwards: “‘What did you want to get out of him?”

    What was I trying to get out of him!!! What was I trying to get out of him!!!

    If we are so contemptibly selfish that we can’t radiate a little happiness and pass on a bit of honest appreciation without trying to get something out of the other person in return – if our souls are no bigger than sour crab apples, we shall meet with the failure we so richly deserve. Oh yes, I did want something out of that chap. I wanted something priceless. And I got it. I got the feeling that I had done something for him without his being able to do anything whatever in return for me. That is a feeling that flows and sings in your memory lung after the incident is past.

    There is one all-important law of human conduct. If we obey that law, we shall almost never get into trouble. In fact, that law, if obeyed, will bring us countless friends and constant happiness. But the very instant we break the law, we shall get into endless trouble. The law is this: Always make the other person feel important. John Dewey, as we have already noted, said that the desire to be important is the deepest urge in human nature; and William James said: “The deepest principle in human nature is the craving to be appreciated.” As I have already pointed out, it is this urge that differentiates us from the animals. It is this urge that has been responsible for civilization itself.

    Philosophers have been speculating on the rules of human relationships for thousands of years, and out of all that speculation, there has evolved only one important precept. It is not new. It is as old as history. Zoroaster taught it to his followers in Persia twenty- five hundred years ago. Confucius preached it in China twenty-four centuries ago. Lao-tse, the founder of Taoism, taught it to his disciples in the Valley of the Han. Buddha preached it on the bank of the Holy Ganges five hundred years before Christ. The sacred books of Hinduism taught it a thousand years before that. Jesus taught it among the stony hills of Judea nineteen centuries ago. Jesus summed it up in one thought -probably the most important rule in the world: “Do unto others as you would have others do unto you.”

    You want the approval of those with whom you come in contact. You want recognition of your true worth. You want a feeling that you are important in your little world. You don’t want to listen to cheap, insincere flattery, but you do crave sincere appreciation. You want

    your friends and associates to be, as Charles Schwab put it, “hearty in their approbation and lavish in their praise.” All of us want that.

    So let’s obey the Golden Rule, and give unto others what we would have others give unto us, How? When? Where? The answer is: All the time, everywhere.

    David G. Smith of Eau Claire, Wisconsin, told one of our classes how he handled a delicate situation when he was asked to take charge of the refreshment booth at a charity concert,

    “The night of the concert I arrived at the park and found two elderly ladies in a very bad humor standing next to the refreshment stand. Apparently each thought that she was in charge of this project. As I stood there pondering what to do, me of the members of the sponsoring committee appeared and handed me a cash box and thanked me for taking over the project. She introduced Rose and Jane as my helpers and then ran off.

    “A great silence ensued. Realizing that the cash box was a symbol of authority (of sorts), I gave the box to Rose and explained that I might not be able to keep the money straight and that if she took care of it I would feel better. I then suggested to Jane that she show two teenagers who had been assigned to refreshments how to operate the soda machine, and I asked her to be responsible for that part of the project.

    “The evening was very enjoyable with Rose happily counting the money, Jane supervising the teenagers, and me enjoying the concert.”

    You don’t have to wait until you are ambassador to France or chairman of the Clambake Committee of your lodge before you use this philosophy of appreciation. You can work magic with it almost every day.

    If, for example, the waitress brings us mashed potatoes when we have ordered French fried, let’s say: “I’m sorry to trouble you, but I prefer French fried.” She’ll probably reply, “No trouble at all” and will be glad to change the potatoes, because we have shown respect for her.

     

    I had to leave at that point because tears were coming to my eyes. As Chris walked out of class that day, seemingly two inches taller, he looked at me with bright blue eyes and said in a positive voice, “Thank you, Mr. Rowland.”

    Chris taught me a lesson I will never forget-our deep desire to feel important. To help me never forget this rule, I made a sign which reads “YOU ARE IMPORTANT.” This sign hangs in the front of the classroom for all to see and to remind me that each student I face is equally important.

    The unvarnished truth is that almost all the people you meet feel themselves superior to you in some way, and a sure way to their hearts is to let them realize in some subtle way that you recognize their importance, and recognize it sincerely.

    Remember what Emerson said: “Every man I meet is my superior in some way. In that, I learn of him.”

    And the pathetic part of it is that frequently those who have the least justification for a feeling of achievement bolster up their egos by a show of tumult and conceit which is truly nauseating. As Shakespeare put it: “… man, proud man,/Drest in a little brief authority,/ … Plays such fantastic tricks before high heaven/As make the angels weep.”

    I am going to tell you how business people in my own courses have applied these principles with remarkable results. Let’s take the case of a Connecticut attorney (because of his relatives he prefers not to have his name mentioned).

    Shortly after joining the course, Mr. R—– drove to Long Island with his wife to visit some of her relatives. She left him to chat with an old aunt of hers and ther rushed off by herself to visit some of the younger relatives. Since he soon had to give a speech professionally on how he applied the principles of appreciation, he thought he would gain some worthwhile experience talking with the-elderly lady. So he looked around the house to see what he could honestly admire.

    “This house was built about 1890, wasn’t it?” he inquired. “Yes,” she replied, “that is precisely the year it was built.”

    “It reminds me of the house I was born in,” he said. “It’s beautiful. Well built. Roomy. You know, they don’t build houses like this anymore.”

     

    Principle 6 – Make the other person feel important-and do it sincerely.

    ~~~~

    In a Nutshell – Six Ways To Make People Like You

    Principle 1 – Become genuinely interested in other people.
    Principle 2 – Smile.
    Principle 3 – Remember that a person’s name is to that person the sweetest and most important sound in any language.
    Principle 4 – Be a good listener. Encourage others to talk about themselves.
    Principle 5 – Talk in terms of the other person’s interests.
    Principle 6 – Make the other person feel important-and do it sincerely.

    —————————————

    Part Three – How To Win People To Your Way Of Thinking 1 You Can’t Win An Argument

    Shortly after the close of World War I, I learned an invaluable lesson one night in London. I was manager at the time for Sir Ross Smith. During the war, Sir Ross had been the Australian ace out in Palestine; and shortly after peace was declared, he astonished the world by flying halfway around it in thirty days. No such feat had ever been attempted before. It created a tremendous sensation. The Australian government awarded him fifty thousand dollars; the King

    of England knighted him; and, for a while, he was the most talked- about man under the Union Jack. I was attending a banquet one night given in Sir Ross’s honor; and during the dinner, the man sitting next to me told a humorous story which hinged on the quotation “There’s a divinity that shapes our ends, rough-hew them how we will.”

    The raconteur mentioned that the quotation was from the Bible. He was wrong. I knew that, I knew it positively. There couldn’t be the slightest doubt about it. And so, to get a feeling of importance and display my superiority, I appointed myself as an unsolicited and unwelcome committee of one to correct him. He stuck to his guns. What? From Shakespeare? Impossible! Absurd! That quotation was from the Bible. And he knew it.

    The storyteller was sitting on my right; and Frank Gammond, an old friend of mine, was seated at my left. Mr. Gammond had devoted years to the study of Shakespeare, So the storyteller and I agreed to submit the question to Mr. Gammond. Mr. Gammond listened, kicked me under the table, and then said: “Dale, you are wrong. The gentleman is right. It is from the Bible.”

    On our way home that night, I said to Mr. Gammond: “Frank, you knew that quotation was from Shakespeare,”

    “Yes, of course,” he replied, “Hamlet, Act Five, Scene Two. But we were guests at a festive occasion, my dear Dale. Why prove to a man he is wrong? Is that going to make him like you? Why not let him save his face? He didn’t ask for your opinion. He didn’t want it. Why argue with him? Always avoid the acute angle.” The man who said that taught me a lesson I’ll never forget. I not only had made the storyteller uncomfortable, but had put my friend in an embarrassing situation. How much better it would have been had I not become argumentative.

    It was a sorely needed lesson because I had been an inveterate arguer. During my youth, I had argued with my brother about everything under the Milky Way. When I went to college, I studied logic and argumentation and went in for debating contests. Talk about being from Missouri, I was born there. I had to be shown.

    Later, I taught debating and argumentation in New York; and once, I am ashamed to admit, I planned to write a book on the subject.

    Since then, I have listened to, engaged in, and watched the effect of thousands of arguments. As a result of all this, I have come to the conclusion that there is only one way under high heaven to get the best of an argument – and that is to avoid it .

     

    Postpone action to give both sides time to think through the problem. Suggest that a new meeting be held later that day or the next day, when all the facts may be brought to bear. In preparation for this meeting, ask yourself some hard questions:

    Could my opponents be right? Partly right? Is there truth or merit in their position or argument? Is my reaction one that will relieve the problem, or will it just relieve any frustration? Will my reaction drive my opponents further away or draw them closer to me? Will my reaction elevate the estimation good people have of me? Will I win or lose? What price will I have to pay if I win? If I am quiet about it, will the disagreement blow over? Is this difficult situation an opportunity for me?

    * Bits and Pieces, published by The Economics Press, Fairfield, N.J.

    Opera tenor Jan Peerce, after he was married nearly fifty years, once said: “My wife and I made a pact a long time ago, and we’ve kept it no matter how angry we’ve grown with each other. When one yells, the other should listen-because when two people yell, there is no communication, just noise and bad vibrations.”

    Principle 1 The only way to get the best of an argument is to avoid it.

    ~~~~~~~

    – A Sure Way Of Making Enemies -And How To Avoid It

     

    When Theodore Roosevelt was in the White House, he confessed that if he could be right 75 percent of the time, he would reach the highest measure of his expectation.

    If that was the highest rating that one of the most distinguished men of the twentieth century could hope to obtain, what about you and me?

    If you can be sure of being right only 55 percent of the time, you can go down to Wall Street and make a million dollars a day. If you can’t be sure of being right even 55 percent of the time, why should you tell other people they are wrong?

    You can tell people they are wrong by a look or an intonation or a gesture just as eloquently as you can in words – and if you tell them they are wrong, do you make them want to agree with you? Never! For you have struck a direct blow at their intelligence, judgment, pride and self-respect. That will make them want to strike back. But it will never make them want to change their minds. You may then hurl at them all the logic of a Plato or an Immanuel Kant, but you will not alter their opinions, for you have hurt their feelings.

    Never begin by announcing “I am going to prove so-and-so to you.” That’s bad. That’s tantamount to saying: “I’m smarter than you are, I’m going to tell you a thing or two and make you change your mind.”

    That is a challenge. It arouses opposition and makes the listener want to battle with you before you even start.

    It is difficult, under even the most benign conditions, to change people’s minds. So why make it harder? Why handicap yourself?

     

    Carl Rogers, the eminent psychologist, wrote in his book On Becoming a Person:

    I have found it of enormous value when I can permit myself to understand the other person. The way in which I have worded this

    statement may seem strange to you, Is it necessary to permit oneself to understand another? I think it is. Our first reaction to most of the statements (which we hear from other people) is an evaluation or judgment, rather than an understanding of it. When someone expresses some feeling, attitude or belief, our tendency is almost immediately to feel “that’s right,” or “that’s stupid,” “that’s abnormal,” “that’s unreasonable,” “that’s incorrect,” “that’s not nice.” Very rarely do we permit ourselves to understand precisely what the meaning of the statement is to the other person. (*)

    —-

    [*] Adapted from Carl R. Rogers, On Becoming a Person (Boston: Houghton Mifflin, 1961), pp. 18ff.

    —-

    I once employed an interior decorator to make some draperies for my home. When the bill arrived, I was dismayed.

    A few days later, a friend dropped in and looked at the draperies. The price was mentioned, and she exclaimed with a note of triumph: “What? That’s awful. I am afraid he put one over on you.”

    True? Yes, she had told the truth, but few people like to listen to truths that reflect on their judgment. So, being human, I tried to defend myself. I pointed out that the best is eventually the cheapest, that one can’t expect to get quality and artistic taste at bargain- basement prices, and so on and on.

    The next day another friend dropped in, admired the draperies, bubbled over with enthusiasm, and expressed a wish that she could afford such exquisite creations for her home. My reaction was totally different. “Well, to tell the truth,” I said, “I can’t afford them myself. I paid too much. I’m sorry I ordered them,”

    When we are wrong, we may admit it to ourselves. And if we are handled gently and tactfully, we may admit it to others and even take pride in our frankness and broad-mindedness. But not if someone else is trying to ram the unpalatable fact down our esophagus.

    Horace Greeley, the most famous editor in America during the time of the Civil War, disagreed violently with Lincoln’s policies. He believed that he could drive Lincoln into agreeing with him by a campaign of argument, ridicule and abuse. He waged this bitter campaign month after month, year after year. In fact, he wrote a brutal, bitter, sarcastic and personal attack on President Lincoln the night Booth shot him.

    But did all this bitterness make Lincoln agree with Greeley? Not at all. Ridicule and abuse never do. If you want some excellent suggestions about dealing with people and managing yourself and improving your personality, read Benjamin Franklin’s autobiography – one of the most fascinating life stories ever written, one of the classics of American literature. Ben Franklin tells how he conquered the iniquitous habit of argument and transformed himself into one of the most able, suave and diplomatic men in American history.

    One day, when Ben Franklin was a blundering youth, an old Quaker friend took him aside and lashed him with a few stinging truths, something like this:

    Ben, you are impossible. Your opinions have a slap in them for everyone who differs with you. They have become so offensive that nobody cares for them. Your friends find they enjoy themselves better when you are not around. You know so much that no man can tell you anything. Indeed, no man is going to try, for the effort would lead only to discomfort and hard work. So you are not likely ever to know any more than you do now, which is very little.

    One of the finest things I know about Ben Franklin is the way he accepted that smarting rebuke. He was big enough and wise enough to realize that it was true, to sense that he was headed for failure and social disaster. So he made a right-about-face. He began immediately to change his insolent, opinionated ways.

    “I made it a rule,” said Franklin, “to forbear all direct contradiction to the sentiment of others, and all positive assertion of my own, I even forbade myself the use of every word or expression in the language that imported a fix’d opinion, such as ‘certainly,’ ‘undoubtedly,’ etc., and I adopted, instead of them, ‘I conceive,’ ‘I apprehend, ‘ or ‘I imagine’ a thing to be so or so, or ‘it so appears to me at present.’ When another asserted something that I thought an error, I deny’d myself the pleasure of contradicting him abruptly, and of showing immediately some absurdity in his proposition: and in answering I began by observing that in certain cases or circumstances his opinion would be right, but in the present case there appear’d or seem’d to me some difference, etc. I soon found the advantage of this change in my manner; the conversations I engag’d in went on more pleasantly. The modest way in which I propos’d my opinions procur’d them a readier reception and less contradiction; I had less mortification when I was found to be in the wrong, and I more easily prevaile’d with others to give up their mistakes and join with me when I happened to be in the right.

     

    Crowley was a salesman for a lumber company in New York. Crowley admitted that he had been telling hard-boiled lumber inspectors for years that they were wrong. And he had won the arguments too. But it hadn’t done any good. “For these lumber inspectors,” said Mr.

    Crowley, “are like baseball umpires. Once they make a decision, they never change it,”

    Mr. Crowley saw that his firm was losing thousands of dollars through the arguments he won. So while taking my course, he resolved to change tactics and abandon arguments. With what results? Here is the story as he told it to the fellow members of his class:

    “One morning the phone rang in my office. A hot and bothered person at the other end proceeded to inform me that a car of lumber we had shipped into his plant was entirely unsatisfactory. His firm had stopped unloading and requested that we make immediate arrangements to remove the stock from their yard. After about one- fourth of the car had been unloaded, their lumber inspector reported that the lumber was running 55 percent below grade. Under the circumstances, they refused to accept it.

    “I immediately started for his plant and on the way turned over in my mind the best way to handle the situation. Ordinarily, under such circumstances, I should have quoted grading rules and tried, as a result of my own experience and knowledge as a lumber inspector, to convince the other inspector that the lumber was actually up to grade, and that he was misinterpreting the rules in his inspection.

    However, I thought I would apply the principles learned in this training.

    “When I arrived at the plant, I found the purchasing agent and the lumber inspector in a wicked humor, both set for an argument and a fight. We walked out to the car that was being unloaded, and I requested that they continue to unload so that I could see how things were going. I asked the inspector to go right ahead and lay out the rejects, as he had been doing, and to put the good pieces in another pile.

    “After watching him for a while it began to dawn on me that his inspection actually was much too strict and that he was misinterpreting the rules. This particular lumber was white pine, and I knew the inspector was

    thoroughly schooled in hard woods but not a competent, experienced inspector on white pine. White pine happened to be my own strong suit, but did I offer any objection to the way he was grading the lumber? None whatever. I kept on watching and gradually began to ask questions as to why certain pieces were not satisfactory. I didn’t for one instant insinuate that the inspector was

    wrong. I emphasized that my only reason for asking was in order that we could give his firm exactly what they wanted in future shipments. wanted in future shipments.

    “By asking questions in a very friendly, cooperative spirit, and insisting continually that they were right in laying out boards not satisfactory to their purpose, I got him warmed up, and the strained relations between us began to thaw and melt away. An occasional carefully put remark on my part gave birth to the idea in his mind that possibly some of these rejected pieces were actually within the grade that they had bought, and that their requirements demanded a more expensive grade. I was very careful, however, not to let him think I was making an issue of this point.

    “Gradually his whole attitude changed. He finally admitted to me that he was not experienced on white pine and began to ask me questions about each piece as it came out of the car, I would explain why such a piece came within the grade specified, but kept on insisting that we did not want him to take it if it was unsuitable for their purpose. He finally got to the point where he felt guilty every time he put a piece in the rejected pile. And at last he saw that the mistake was on their part for not having specified as good a grade as they needed.

    “The ultimate outcome was that he went through the entire carload again after I left, accepted the whole lot, and we received a check in full.

    “In that one instance alone, a little tact, and the determination to refrain from telling the other man he was wrong, saved my company a substantial amount of cash, and it would be hard to place a money value on the good will that was saved.”

    Martin Luther King was asked how, as a pacifist, he could be an admirer of Air Force General Daniel “Chappie” James, then the nation’s highest-ranking black officer. Dr. King replied, “I judge people by their own principles – not by my own.”

    In a similar way, General Robert E. Lee once spoke to the president of the Confederacy, Jefferson Davis, in the most glowing terms about a certain officer under his command. Another officer in attendance was astonished. “General,” he said, ” do you not know that the man of whom you speak so highly is one of your bitterest enemies who misses no opportunity to malign you?” “Yes,” replied General Lee, “but the president asked my opinion of him; he did not ask for his opinion of me.”

    By the way, I am not revealing anything new in this chapter. Two thousand years ago, Jesus said: “Agree with thine adversary quickly.”

    And 2,200 years before Christ was born, King Akhtoi of Egypt gave his son some shrewd advice – advice that is sorely needed today. “Be diplomatic,” counseled the King. “It will help you gain your point.”

    In other words, don’t argue with your customer or your spouse or your adversary. Don’t tell them they are wrong, don’t get them stirred up. Use a little diplomacy.

    Principle 2 – Show respect for the other person’s opinions. Never say, “You’re wrong.”

    ~~~~~~~

    – If You’re Wrong, Admit It

    Within a minute’s walk of my house there was a wild stretch of virgin timber, where the blackberry thickets foamed white in the springtime, where the squirrels nested and reared their young, and the horseweeds grew as tall as a horse’s head. This unspoiled woodland was called Forest Park – and it was a forest, probably not much different in appearance from what it was when Columbus discovered America. I frequently walked in this park with Rex, my little Boston bulldog. He was a friendly, harmless little hound; and since we rarely met anyone in the park, I took Rex along without a leash or a muzzle.

    One day we encountered a mounted policeman in the park, a policeman itching to show his authority.

    “‘What do you mean by letting that dog run loose in the park without a muzzle and leash?” he reprimanded me. “Don’t you know it’s against the law?”

    “Yes, I know it is,” I replied softy, “but I didn’t think he would do any harm out here.”

    “You didn’t think! You didn’t think! The law doesn’t give a tinker’s damn about what you think. That dog might kill a squirrel or bite a child. Now, I’m going to let you off this time; but if I catch this dog out here again without a muzzle and a leash, you’ll have to tell it to the judge .”

    I meekly promised to obey.

    And I did obey – for a few times. But Rex didn’t like the muzzle, and neither did I; so we decided to take a chance. Everything was lovely for a while, and then we struck a snag. Rex and I raced over the brow of a hill one afternoon and there, suddenly – to my dismay – I

    saw the majesty of the law, astride a bay horse. Rex was out in front, heading straight for the officer.

    I was in for it. I knew it. So I didn’t wait until the policeman started talking. I beat him to it. I said: “Officer, you’ve caught me red- handed. I’m guilty. I have no alibis, no excuses. You warned me last week that if I brought the dog out here again without a muzzle you would fine me.”

    “Well, now,” the policeman responded in a soft tone. “I know it’s a temptation to let a little dog like that have a run out here when nobody is around.”

    “Sure it’s a temptation,” I replied, “but it is against the law.”

    “Well, a little dog like that isn’t going to harm anybody,” the policeman remonstrated.

     

    But Lee was far too noble to blame others. As Pickett’s beaten and bloody troops struggled back to the Confederate lines, Robert E. Lee rode out to meet them all alone and greeted them with a self- condemnation that was little short of sublime. “All this has been my fault,” he confessed. “I and I alone have lost this battle.”

    Few generals in all history have had the courage and character to admit that.

    Michael Cheung, who teaches our course in Hong Kong, told of how the Chinese culture presents some special problems and how sometimes it is necessary to recognize that the benefit of applying a principle may be more advantageous than maintaining an old tradition. He had one middle-aged class member who had been estranged from his son for many years. The father had been an opium addict, but was now cured. In Chinese tradition an older person cannot take the first step. The father felt that it was up to his son to take the initiative toward a reconciliation. In an early session,

    he told the class about the grandchildren he had never seen and how much he desired to be reunited with his son. His classmates, all Chinese, understood his conflict between his desire and long- established tradition. The father felt that young people should have respect for their elders and that he was right in not giving in to his desire, but to wait for his son to come to him.

    Toward the end of the course the father again addressed his class. “I have pondered this problem,” he said. “Dale Carnegie says, ‘If you are wrong, admit it quickly and emphatically.’ It is too late for me to admit it quickly, but I can admit it emphatically. I wronged my son.

    He was right in not wanting to see me and to expel me from his life. I may lose face by asking a younger person’s forgiveness, but I was at fault and it is my responsibility to admit this.” The class applauded and gave him their full support. At the next class he told how he went to his son’s house, asked for and received forgiveness and was now embarked on a new relationship with his son, his daughter-in- law and the grandchildren he had at last met.

    Elbert Hubbard was one of the most original authors who ever stirred up a nation, and his stinging sentences often aroused fierce resentment. But Hubbard with his rare skill for handling people frequently turned his enemies into friends.

    For example, when some irritated reader wrote in to say that he didn’t agree with such and such an article and ended by calling Hubbard this and that, Elbert Hubbard would answer like this:

    Come to think it over, I don’t entirely agree with it myself. Not everything I wrote yesterday appeals to me today. I am glad to learn what you think on the subject. The next time you are in the neighborhood you must visit us and we’ll get this subject threshed out for all time. So here is a handclasp over the miles, and I am,

    Yours sincerely,

     

     

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