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Page 46 JUNE 2018 | RETAILERS FORUM MAGAZINE

forumworkshop

The Good Work Myth

It Is A Myth That If You Do Good Work,

New Business Will Land On Your Doorstep.

This myth assumes that quality of work is the

only factor. Yes, you should work hard at being

very good. You can't use our Self-Marketing

Formula unless you are good. But how do people judge quality?

To Know Me Is To Like Me

Based on classic persuasion research and practical

studies (commissioned for Henry DeVries'

clients), we believe that most people judge professionals

based on whether they have heard of

them or not. As long as what they have heard is

positive or neutral, and not

negative, then recognition

is what counts.

Henry recently left consulting

to work fulltime with

an organization that has

just such a problem. Their

challenge illustrates the point we want to make.

The group is a not-for-profit, fraternal benefit

society called the Independent Order of

Foresters (IOF), and some of the examples in

this article are from this organization.

Interestingly, these Foresters have nothing to

do with trees. The name originated in medieval

England when a group of people who worked

in the forest banded together to help each

other's families.

FORUM WORKSHOP

continued...

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