John Wanamaker

"I don't subscribe to the thesis, 'Let the buyer beware," said the American writer, Isaac Asimov. "I prefer the disregarded one that goes, 'Let the seller be honest.'"

A century ago, clothier John Wanamaker, whose retail business grew into one of the first department stores, would have agreed. He instilled the attitude of utmost honesty in his employees. The story is told (SELLING SOLUTIONS, Ed. Juanita Ruiz, Oct. 1995) of one of his advertising people who was sent to make a sign advertising neckties that were reduced in price from one dollar apiece to 25 cents. After personally examining the ties, the ad man asked the buyer,

"Are they any good?"

"No, they're not," replied the buyer with all sincerity.

The advertiser wanted to be completely honest, so he finally wrote the copy this way: "They are not as good as they look, but they are good enough at 25 cents."

The department sold out of ties almost immediately and was forced to purchase several more weeks' supply of cheap ties to fill the persistent demand.

Wanamaker's reputation for honesty helped to later catapult him to the office of U. S. postmaster general. He believed that only a business based on values has real value. He built his company and his life on his values -- and both were successful.

It is more true today than ever before. To be successful, it is not enough to just make a living. We have to make a life.

Author unknown. If anyone has a proprietary interest in this story please authenticate and I will be happy to credit, or remove, as the circumstances dictate.

Thanks to Life Support lifesupport-subscribe@topica.com

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