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WOODRUFF's LITTLE PAMPHLET by Ernest Woodruff, former CEO of the Coca-Cola Company

Life is much a selling job. Whether we succeed or fail is largely a matter of how well motivate the human beings with whom we deal to buy us and what what we have to offer.

Success or failure in this job is essentially a matter of human relationships. It is a matter of the kind of reaction to us by our family members, customers, employees, employers, and fellow workers and associates. If this reaction is favorable we are quite likely to succeed. If the reaction is unfavorable we are doomed.

The deadly sin in our relationship with people is that we take them for granted. We do not make an active or continuous effort to do and say things that will make them like us, and believe us, and that will create in them the desire to work with us in the attainment of our desires and purposes.

Again and again, we see both individuals and organizations perform only to a small degree of their potential success, or fail entirely, simply because of their neglect of the human element in business and life.

They take people and their actions for granted. Yet it is these people and their responses that make or break them.

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