portions as it becomes emotionalized by repeated review-
ling. Make it a rule: never incur ill will. Your own ego
satisfaction just isn't worth it.
Now let's consider the SUCCESS INSUR-
ANCE of GOODWILL. This is goodwill which you, your-
seH, must create in your relations with others. It requires
thought, effort and often the expenditure of some of your
money. Obtaining the goodwill of others does not just
happen. It is the direct result of something you say, write
or do deliberately to create their goodwill toward you.
lt seldom is spontaneous. Your SUCCESS INSURANCE
must be planned as carefully as you plan your other
insurance.
That is because drawing the goodwill of others
toward you is the result of your giving others a bonus, of
your giving them something extra-something which they
want-which is neither required nor expected, but which
you give freely, willingly, graciously. And it must be
clear that you expect nothing in return but their goodwill.
That is the key\ Give something extra-a bonus
-to others, which they have no right to require or even
to expect, and for which it is clear you want nothing in
return except goodWill.
Naturally, the something extra-the bonus-
you give others must be something they want or it will be
worse than valueless in terms of building goodwill.
So, how can you be sure that you are giving
others a bonus of what they want? Well, we return again
to those three invisible signs everybody wears across his
or her chest: