When he was shown the one his mother wanted him to buy, she winked at the salesgirl and the boy was persuaded to buy it. The bed was delivered the next day; and that night, when Father came home, the little boy ran to the door shouting: “Daddy! Daddy! Come upstairs and see my bed that I bought!” The father, looking at the bed, obeyed Charles Schwab’s injunction: he was “hearty in his approbation and lavish in his praise.” “You are not going to wet this bed, are you?” the father said. " Oh, no, no! I am not going to wet this bed.” The boy kept his promise, for his pride was involved. That was his bed. He and he alone had bought it. And he was wearing pajamas now like a little man. He wanted to act like a man. And he did. Another father, K. T. Dutschmann, a telephone engineer, a student of this course, couldn’t get his three-year old daughter to eat breakfast food. The usual scolding, pleading, coaxing methods had all ended in futility. So the parents asked themselves: “How can we make her want to do it?” The little girl loved to imitate her mother, to feel big and grown up; so one morning they put her on a chair and let her make the breakfast food. At just the psychological moment, Father drifted into the kitchen while she was stirring the cereal and she said: “Oh, look, Daddy, I am making the cereal this morning.” She ate two helpings of the cereal without any coaxing, because she was interested in it. She had achieved a feeling of importance; she had found in making the cereal an avenue of self-expression. William Winter once remarked that "self-expression is the dominant necessity of human nature.” Why can’t we adapt this same psychology to business dealings? When we have a brilliant idea, instead of making others think it is ours, why not let them cook and stir the idea themselves. They will then regard it as their own; they will like it and maybe eat a couple of helpings of it. Remember: “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."
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