Jim Farley discovered early in life that the average person is more interested in his or her own name than in all the other names on earth put together.
Remember that name and call it easily, and you have paid a subtle (微妙的) and very effective compliment (致意). But forget it or misspell it -- and you have placed yourself at a sharp disadvantage.
Sometimes it is difficult to remember a name, particular if it is hard to pronounce. Rather than even try to learn it, many people ignore it or call the person by an easy nickname.
Most people don't remember names, for the simple reason that they don't take the time and energy necessary to concentrate and repeat and fix names indelibly (不能磨滅地) in their minds. They make excuses for themselves; they are too busy.
Franklin D. Roosevelt knew that one of the simplest, most obvious and most important ways of gaining good will was by remembering names and making people feel important -- yet how many of us do it?
We should be aware of the magic contained in a name and realize that this single item is wholly and completely owned by the person with whom we are dealing...and nobody else. The name sets the individual apart; it makes him or her unique among all others.
Carnegie, D.D. (1981). How to Win Friends & Influence People (Revised Ed.) New York, NY: Pocket Books.
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