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30 The Seven Lost Secrets of Success

THE BUSINESS NOBODY KNOWS

When big-league companies such as Sears or Hallmark
Cards sponsor television programs (an idea created by
Barton), they reveal themselves to be caring. “Brought to
you by Hallmark” lets you know Hallmark is human—
while also planting its name in your mind.

Barton began a book in 1928 designed to reveal busi-
ness as a major force for positive change. Many peo-
ple fear or flee business because they think it’s corrupt.
Sometimes business is corrupt. But Barton saw business
shaping society and helping it grow. Barton’s book was
going to “reveal the business nobody knows.” (Probably
due to the crash of 1929, Barton shelved the project.)

In 1957 Barton offered to help DuPont. He said he
would create new advertising that “would dramatize
the company’s research, its dependence on and inter-
relation with smaller businesses, its success in manag-
ing to get along all these years without any strikes, the
home life of its employees, and the tremendous contri-
bution to the comfort and health of the American people
as a result of what has gone on in the laboratories.”

In short, Barton wanted to “reveal the DuPont nobody
knows.”

TEACH THEM WHY

Revealing your business means educating people about
what you do.

Most businesses tell a partial story. They run a series of
short ads because they believe no one will read any single