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36 The Seven Lost Secrets of Success

THE SERVICE GURU

When Ron McCann hired me to write his book on
service, he intuitively began to use this secret. During
the process of creating The Joy of Service, Ron one day
announced that he was a “a guru for service.”

Was this his ego talking? Maybe. None of us are here
without an ego. But Ron was letting people know that
he was the spokesperson for service. By calling himself
the “service guru” he created a type of god for people to
follow.

People love experts. Authorities are more easily listened
to because we assume they know what they’re talking
about. It always amazes me that anyone who writes a
book becomes an expert on the subject of that book—even
if the book is crammed with erroneous information.

Become an authorized expert in your field and you are
seen as a type of god. Like Ron McCann, you establish
yourself as the person to talk to, listen to, and hire. Ron’s
business skyrocketed once his book came out. It was
translated into Spanish in 1991. As the “service guru,”
Ron now travels back and forth between the United
States and Mexico giving talks on service.

BECOME THE EXPERT

Companies are always using celebrities in their ads,
because celebrities are types of gods to us. We know
them, love them, and respect them. If you think your
favorite film star uses a certain product, you are more
inclined to buy that product. You’ll follow your god
right into the store.