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Chapter 6 If You Don’t Do This, You Are Headed for Trouble (1 / 3)
        Chapter6IfYouDon’tDoThis,YouAreHeadedforTroubleBa1898,atragighappenedinRodty,NewYork.Achildhaddied,andonthisparticurdaytheneighborswerepreparingtogotothefuneral.JimFarleywentouttothebarntohitchuphishorse.Thegroundwascoveredwithsnow,theairwascoldandsnappy;thehorsehadn’tbeenexercisedfordays;andashewasledouttothewateringtrough,hewheeledpyfully,kickedbothhisheelshighintheair,andkilledJimFarley.SothelittlevilgeofStonyPointhadtwofuneralsthatweekinsteadofone.

        JimFarleyleftbehindhimawidowandthreeboys,andafewhundreddolrsininsurance.

        Hisoldestboy,Jim,wasten,atoworkinabrickyard,wheelingsandandpitintothemoldsandturningthebriedgetobedriedbythesun.ThisboyJimneverhadaucheducation.Butwithhisnaturalgeniality,hehadafirformakingpeoplelikehim,sohewentintopolitidastheyearswentby,hedevelopedanunyabilityforrememberingpeople’snames.

        Heneversawtheinsideofahighschool;butbeforehewasforty-sixyearsofage,fourcollegeshadhonoredhimwithdegreesandhehadbeechairmanoftheDemocratiationalitteeandPostmasterGeneraloftheUates.

        IoerviewedJimFarleyandaskedhimthesecretofhissuccess.Hesaid,“Hardwork,”andIsaid,“Don’tbefunny.”

        HethenaskedmewhatIthoughtwasthereasonforhissuccess.Ireplied:“Iuandyoucalltenthousandpeoplebytheirfirstnames.”

        “No.Youarewrong,”hesaid.“Icallfiftythousandpeoplebytheirfirstnames.”

        Makenomistakeaboutit.ThatabilityhelpedMr.FarleyputFranklinD.RooseveltieHousewhenhemanagedRoosevelt’scampaignin1932.

        DuringtheyearsthatJimFarleytraveledasasalesmanfypsum,andduringtheyearsthatheheldofficeastownclerkinStonyPoint,hebuiltupasystemforrememberingnames.

        Inthebeginning,itwasaverysimpleone.Wheneverhemetanewacquaintance,hefoundouthisorherpletenameandsomefactsabouthisorherfamily,businessandpoliticalopinions.Hefixedallthesefactswellinmindaspartofthepicture,atimehemetthatperson,evenifitwasayearter,hewasabletoshakehands,inquireafterthefamily,andaskaboutthehollyhothebackyard.Nowonderhedevelopedafollowing!

        FormonthsbeforeRoosevelt’scampaignforPresidentbegan,JimFarleywrotehundredsoflettersadaytopeoplealloverthewesternandnorthwesternstates.Thenhehoppedontoatrainandieendayscoveredtwentystatesahousandmiles,travelingbybuggy,train,automobileandboat.Hewoulddropintotowhispeopleatlunchorbreakfast,teaordinner,andgivethema“heart-to-hearttalk.”Thenhe’ddashoffagainonanofhisjourney.

        AssoonashearrivedbackEast,hewrotetoonepersoownhehadvisited,askingforalistofallthegueststowhomhehadtalked.Thefinallisttaihousandsandthousandsofnames;yeteachpersononthatlistaidthesubtleftteryofgettingapersoerfromJamesFarley.Theselettersbegan“DearBill”or“DearJane,”andtheywerealwayssigned“Jim.”

        JimFarleydiscoveredearlyitheaveragepersonismoreiedinhisorherowhaninalltheothernamesohputtogether.Rememberthatnameandcalliteasily,andyouhavepaidasubtleandveryeffectivepliment.Butfetitormisspellit—andyouhavepcedyourselfatasharpdisadvantage.Forexample,Ionceanizedapublic-speakingcourseinParisaformletterstoalltheAmeriresidentsiy.FrenchtypistsarentlylittleknowledgeofEnglishfilledinthenamesandnaturallytheymadeblunders.Oneman,themanagereAmeribankinParis,wrotemeascathingrebukebecausehisnamehadbeenmisspelled.

        WhatwasthereasonforAndrewegie’ssuccess?

        HewascalledtheSteelKihehimselfktleaboutthemanufactureofsteel.Hehadhundredsofpeoplewforhimwhoknewfarmoreaboutsteelthanhedid.

        Butheknewhowtohandlepeople,andthatiswhatmadehimrich.Earlyinlife,heshowedafirfanization,ageniusforleadership.Bythetimehewasteoohaddiscoveredtheastoundingimportancepeopleptheirownname.Andheusedthatdiscoverytowincooperation.Toillustrate:WhenhewasaboybaSd,hegotholdofarabbit,amotherrabbit.Presto!Hesoonhadawholeoflittlerabbits—andnothingtofeedthem.Buthehadabrilliantidea.Hetoldtheboysandgirlsintheneighborhoodthatiftheywouldgooutandpullenoughcloveranddandelionstofeedtherabbits,hewouldhebuheirhonor.

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