N ow, let's graph Fran's first job title of Directory Operator. Most people graph it below Fran's goal. Fran's 2nd and 3rd job titles were telemarketer. Most people graph Telemarketer way below Directory Operator. Does Fran's image go up or down.
Most people say way down.
Most people say up slightly - but they don't know how Owner relates to customer service. Then we see Fran's last two job titles of Operator. Most people say these titles bring her image back down. As you can see, Fran's job titles present her at a level far beneath her goal. This is the best book I've read in 14 years of education experience.