Never Eat Alone by Keith Ferrazzi and Tahl Raz. (Summary) -- Build More Valuable Relationships

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This story is about an old and a young cobbler in the street. Both of the cobblers were handy. However, they had to share a tiny little booth due to a limited amount of space. At first, the customers thought the cobblers were father and son, so they would choose either one of them to repair their shoes. As they believed the cobblers were family, it didn’t matter who got paid. However, after some time, the customers gradually discovered that the two cobblers didn't know each other at all. This created a predicament that began to bother them as they went for shoe repairs afterwards. If they chose the young one, the older cobbler's tearful eyes would make them feel guilty; if they went to the old one, the young man just wouldn’t stop sighing. To avoid this awkward situation, the customers would choose to go to a third cobbler, even though his work was barely satisfactory. Soon after, the two cobblers’ business gradually went down. One morning, the young man was astonished to find out that the old cobbler wasn’t there. The old cobbler arrived later. He asked the young man, smiling, “Was it better when you were here alone?” The young cobbler nodded his head, feeling a little embarrassed. The old cobbler sighed, “We were competing for customers in the past. However, it turned out that the number of customers didn’t add up. We even lost some of them. How about we take turns to do business in the future? We can avoid competition, and the customers won’t feel the pressure of making choices between us.” The young cobbler agreed. As expected, both of their business’ soon improved.

This story shows how important interpersonal skills are on the road to success. As the book ‘Never Eat Alone’ says, 85% of success comes from effective social interactions. Notice the key word here: social. This book we are unlock today is about how to correctly understand relationships, how to establish relationships, and how to build your personal brand in these relationships, to achieve success.

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