The Next Best Thing to a Great Idea

Is Knowing Where to Find One

Frank K. Sonnenberg

Frank K. Sonnenberg
Location
Ridgewood, New Jersey,
Company
Sonnenberg & Partners LLC.
Bio
A guest on CNN, the author of three books and over 300 articles, and the recipient of numerous industry awards for winning marketing campaigns, he is frequently cited as a nationally recognized expert in the field of marketing. Formerly the National Director of Marketing for the Management Consulting Group of Ernst & Young, one of the largest consulting firms in the world, Frank has consulted extensively in marketing, sales promotion and marketing communication strategy. He is the author of the best-selling book Marketing to Win (Harper & Row, 1990), which was translated into several languages, Managing With a Conscience (McGraw-Hill, 1994) which was selected by Industry Week as one of the top ten business books of the year, and It’s the Thought that Counts (Executive Excellence 2001). His articles have appeared in publications such as Investor’s Business Daily, Industry Week, Bottom Line Personal, Business Marketing, Management Review, Director’s Monthly, The Journal of Training and Development, The Journal of Business Strategy, Entrepreneur and Sales and Marketing Management magazine. Frank has served as an expert panelist for Bottom Line Business, the marketing columnist for The Journal of Business Strategy, and on the editorial board of The Journal of Training and Development. He is currently on the Board of Directors of Programs for Parents and on the advisory board of By Kids for Kids.

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Salon.com
MAY 3, 2010 8:35AM

It's All About Me

Rate: 2 Flag

Wow, do some people love themselves!

They’re enamored with their job title, infatuated by their social status, and obsessed with their worldly possessions. Unfortunately, some think these “conquests” give them the right to look down their nose at others, avoid saying please and thank you to “commoners,” and treat underlings worse than their pets. If you can believe it, these people won’t even pick up something they drop in a store, feeling that that’s the job of a “minion.”

Please don’t misunderstand . . . all successful people have earned the right to take satisfaction in their accomplishments, but not the right to be rude, inconsiderate, condescending, or selfish with others.

When these “me-obsessed” individuals burst in on a private conversation, push their way to the front of a line, or continually arrive late for appointments, they’re being just outright rude. There’s no excuse for throwing a tantrum to get their way, for “crying wolf” just to see how high their employees will jump or for letting their children run wild at a restaurant just because their family is “of means.”

From Bad to Worse

Unfortunately, many of these self-centered people suffer from a debilitating disease called Conscience Deficit Syndrome. That’s when the devil on their shoulder becomes hyperactive, and the angel on their other shoulder goes into hibernation.

The resulting behaviors range from rudeness to belittling people, culminating in an obsession with wealth that causes them to hoard everything in their path (even at the expense of others).

Some people should hang a neon sign over their head that screams, “Can’t you tell I’m important?” These people feed their self-worth by paying handsomely for first-class treatment, splurging on upscale brands, and wanting to be seen with the rich and famous. Others, with larger egos, make a “sport” of ridiculing people. They believe that their status (such as income level, title, or number of “toys”) gives them the right to squash others. They’re not satisfied merely with their achievements. Instead, they spend their waking hours boasting, “I’m important––you’re NOT.” They have private conversations with someone in the room while pretending others are invisible. They demand to be part of the decision-making process, then ignore timetables and still hold others accountable for deadlines. They expect others to jump to attention when they make requests, yet they can take weeks (if you’re lucky) to respond to requests that others make.

The Conscience Deficit Syndrome of some other self-centered people is even more troublesome. They’re not only inconsiderate and rude to others, they’re outright cruel. They make themselves feel good by making others feel bad. Why would they ream out a waitress because the restaurant ran out of their favorite dessert? What gives them the right to freak out at someone because that person took “their” space at the gym? What do they gain by making an example of someone in front of his or her colleagues?

With some, wealth and power start out as a goal and end up as an obsession. For them, too much is never enough. Their egos spiral so far out of control that self-worth becomes an addiction. They view themselves as indispensable and their contributions so priceless that they’re completely blinded by the damage and pain they inflict on others. For example, they spend endless hours negotiating obscene bonuses for themselves and then have the chutzpah to tell “valued” employees not to expect raises. Others negotiate fancy golden parachutes for themselves, yet fire employees at a moment’s notice.

While some people are so tone deaf that they don’t know this behavior is wrong, others simply don’t care. Some even attempt to justify this behavior by saying: “Hey it took me 35 years to make it to the top (my boss never made it easy for me).” “It took me years to get my Ph.D. (I paid my dues).” “Look, I make more money in a year than some make in a lifetime (that has to count for something).” The fact is, regardless of whether they’ve had terrible role models or worked their tail off to attain their accomplishments . . . rude behavior is still unjustifiable. 

The cost of acting this way is significant. Like a twister, these me-obsessed individuals leave disaster in their path. And while colleagues, friends, and even family remain silent out of fear of reprisal, they often view these people with contempt and disgust. Moreover, as world travelers, they serve as horrific ambassadors for our country (the ugly American) and as terrible role models for society. 

What kind of legacy do you think these egotists are leaving? Imagine the funeral of one of them.  Speakers might cite the numerous talents and countless achievements of the deceased. Many in the audience, however, would be thinking how tragic it was that such a gifted person, one with so much potential, could have hurt so many people during a single life’s journey.

This, then, is the legacy these egotists leave behind: Sure, they make it to the top of their field, but often at the expense of others; they give freely to those in need, but expect their ego to be fed in return; they are always surrounded by friends who admire them more for their possessions than for what they stand for; and yes, they have a wonderful family, but they never have time to get to know them. In fact, when these egotists are around, do you think their children learn from a positive role model? Or sadly, are they much more likely to continue the family tradition?

Are You a Giver or a Taker?

You’re at a fork in the road. The path you take is your choice.

It’s not too late to wake up your angel. Will you make a difference in the lives of others?

Will your eulogy be: “You always made me feel special, you gave me the chance when I needed it most, you were an unbelievable role model, you changed my life”?

Or, is it “all about me”?

Linda Ellis may have said it best, in her poem, The Dash

 

I read of a man who stood to speak 

at the funeral of a friend. 

He referred to the dates on her tombstone 

from the beginning . . . to the end. 

 

He noted that first came the date of her birth

and spoke of the following date with tears, 

but he said what mattered most of all 

was the dash between those years. 

 

For that dash represents all the time 

that she spent alive on earth 

and now only those who loved her 

know what that little line is worth. 


For it matters not, how much we own, 

the cars. . . the house . . . the cash.

What matters is how we live and love

and how we spend our dash.

 

So think about this long and hard;

are there things you’d like to change?

For you never know how much time is left

that can still be rearranged.

 

If we could just slow down enough

to consider what’s true and real

and always try to understand

the way other people feel.

 

And be less quick to anger

and show appreciation more

and love the people in our lives

like we’ve never loved before.

 

If we treat each other with respect

and more often wear a smile . . .

remembering that this special dash

might only last a while.

 

So when your eulogy is being read

with your life’s actions to rehash,

would you be proud of the things they say

about how you spent your dash?

 

 © 2005 Linda Ellis. All rights reserved.http://www.thedash.net

 

 

 

© 2010 Frank K. Sonnenberg. All rights reserved.

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