Getting Motivated by Ernest Dichter. The Secret Behind by Ernest Dichter

By Ernest Dichter

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I had, but I had been afraid of it. He then proposed a very neat solution. "I will give you a contract for a year as our consultant. " He had confronted me with the necessity of making a vital decision. Where was I going to find an office, a secretary, clients? By forcing me to face my fears, he helped me to overcome them. I quit, did consultant work for not quite a year for CBS and, sooner than I thought, I was on my own—trying to be different, establishing myself and my Institute for Research for Mass Motivation.

I used brown stationery and brown ink. When I received my first contract for Columbia 147 Records, the person who gave me the assignment told me that he was impressed by my unusual stationery and the total brownness of my approach. My first office (I can't even remember the address now) was a back room without windows located in somebody else's office. Within three or four months, I could afford a real office. My first secretary helped me overcome hesitations by showing her belief in me. "). She was ready to take this risk.

I will do something very unusual. " As I was about to jump up with joy for being such a good psychologist after all, he pushed me back down on the chair. " I returned and saw Mr. " meant. "Well, we did it," he said. " We went through all the formalities without any difficulty. S. Had I used the proper motivation? Had I sold Mr. Thompson? I guess so. Had I formulated the next decades of my life in this one hour meeting? Retrospectively, I must say—YES. Having been pushed into deep frustration which smart psychologists know is very often translated into anger, I had learned a very vital technique, a technique which changed or even saved my life.

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