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Page 56 JUNE 2018 | RETAILERS FORUM MAGAZINE

forumworkshop

FORUM WORKSHOP

continued...

The Self-Marketing Secret

People Hire People, Not Firms.

You must Market Yourself As The Expert.

This is not a theoretical article. If anything, we

sacrifice explaining why self-marketing works

in favor of giving you more examples of how it

works. Perhaps when it comes to self-marketing

we are like the subject of Isaac Asimov's

joke about Pierre Simon Laplace, the great

French mathematician and astronomer of

Napoleon's day. In his book, Isaac Asimov's

Treasury of Humor, Asimov describes what

"obvious" means to a scientist like Laplace.

"A professor of physics, deriving some profound

point of theory for the class, scribbled an

equation on the board and said, 'From this, it is obvious that we can proceed to write the following

relationship,' and he scribbled a second

equation on the board.

"Then he paused. He stared hard at the two

equations and said, 'Wait awhile. I may be

wrong.'

"He sat down, seized a

pad and started to write

furiously. He paused for

thought, crossed out

what he had written,

and began over. In this

fashion, half an hour

passed while the class

held its breath and sat in

absolute silence."

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