Sometimes, the simplest things
are the most profound.
Many times, the most obvious things are often ignored.
A good percentage of the time the most common sense
principles are the ones most disregarded. Perhaps, it's
because we are so intent on making a living that we
forget about making a life.
One of the most forgotten principles
success is a word ignored by almost everyone--Goodwill.
It is a principle so underused, yet so powerful, that
it could take us to the heights of success. It remains
underused because people overlook the disarming power
disguised in subtle terms such as compassion, kindness,
empathy, unselfishness and caring.
In marketing classes in MBA
school, we learned many
useful things about advertising strategy, marketing to
consumers, studying statistics of a sales campaign and
getting the order. To this day, I use the tools of the
trade to help me in my business. But one thing that
hardly anyone touched upon was the concept of
Goodwill is not just a number
on the accountant's
balance sheet, but is an invisible, little-used tool
that all of us have at our disposal. Let me explain.
Most of us could help solve someone else's problems,
either with a telephone call, an introduction or
referral, a signature or other obvious means. But we
refuse to do it. Why? Let me tell you why. Because we
feel there's nothing in it for us! Or we are afraid to
Let me tell you a true story.
It was many years ago. A
young woman walked into my assistant's office. She was
looking for a job, but we had none to offer. Just the
week before, all job vacancies had been filled. At the
request of my assistant, I spoke with the young woman.
She only wanted to work for the summer and then would
complete her last semester of graduate school and
return home to her country. She had been looking for a
summer job for almost four weeks. No one wanted to hire
her and train her to work for such a short period of
I remembered my days as a graduate
student and felt her
anxiety. Although there was no sound business reason to
do so, I told my assistant to create an office job for
her. Afterall, she needed help and it felt good to help
someone without figuring what was in it for me. I
hardly saw her until the last day when she came into my
office to say goodbye. She thanked me again for the job
and handed me a business card.
"This is my father's card,"
she said, "If you ever
visit my country, call my dad, he'd be very happy to
meet you. I've told him all about how kind you and your
employees were to me. In my country, my dad is a
And that's how I ended up having
lunch with the mayor
of Nairobi, dinner with the Vice President of Kenya and
making business alliances that brought my company
profits hundreds of times greater than the salary we
had paid for summer help. On top of that, I enjoyed
going on photo safari to the Serengeti Plains of East
Africa, walking along the beaches of Mombassa and
sipping Pimms#3 at the Mount Kenya Safari Club.
This is not an isolated case.
It's just one of the more
obvious ones. You never can tell who will lead you to
that next contact, that profitable contract or the
added financing you were looking for. It is important
that we treat everyone with dignity and respect.
REMEMBER: Business does not do business with other
businesses. People do business with people.
The Internet is not about computers,
technology or even
marketing. That would be like saying cars are about the
internal combustion engine and the laws of
thermodynamics. The Internet is about people and
communications. If we communicate with honesty and
feelings, we'd find that most others respond in kind.
So whenever the opportunity
arises, do something for
someone else who is powerless to do it alone. Don't
worry about what you are going to get out of it. The
Universe has a way of repaying in ways far too strange
to understand. Earn "goodwill" and you'll prosper
Meet John |
You have my
permission to reprint this article in your newsletter or on your
website in its entirety without any alterations (except for typographical
corrections). If you choose to reprint, please add the following
at the end of the article:
is the award-winning author of the bestseller, "When You
Can Walk on Water, Take the Boat". Get a free PDF copy and
sign up for John's free newsletter at http://www.waterbook.com
Photos of John and friends are at http://insight2000.com/pictures
|Subscribe to my free
To subscribe: Click
| Contact John