Horton Hears a Who! is a classic children's book written in 1954 by Theodor Seuss Geisel, better known by his pen name Dr. Seuss. Throughout my sales training and collegiate sales lectures, I often refer back to Horton's story and the powerful moral message contained within it. If you are not familiar with Horton's story, allow me to summarize:
Horton is a normal elephant, who one day hears a small voice coming from a speck of dust placed on a clover. The small voice yells at him in panic as he almost sits on the clover. He realizes that an entire community, the Whos of Whoville, are living on this speck of dust! Horton vows to protect the Whos and their town of Whoville. As you can imagine, Horton is criticized by the other animals for 'believing' that an entire town is living on a speck of dust. The animals begin alienating Horton and even threaten to destroy the clover, unless Horton can prove that the Whos exist. Horton asks the Whos to make as much noise as they can so that the other animals might hear them on the dusty clover. As the Whos parade through Whoville, screaming and singing at the top of their lungs, Horton notices that the smallest Who, Cindy Lou Who, is not yelling. Horton pleads with her to give a shout and when she finally does, the rest of the animals finally hear the Whos of Whoville!
The Business Lesson
As the animals and Whos rejoice, Horton closes the story with his famous line, "A person's a person no matter how small." It's a heart-warming story and one I think everyone should read, but what's the business lesson here? In every copy of Horton Hears a Who! that I own, I re-write the line to read, "A customer is a customer no matter how small."
3 Ways to Implement Horton's Lesson into Your Business
Reece Theriot, MBA
“We were put on this Earth to love; by loving, we serve others; by serving others, we create value; by creating value, we form successful ventures; by forming successful ventures we contribute to the advancement of Creation which pleases the Creator.”