zdls halbert index

(5)
They think they have a sense of humor but they don't, since
they can only laugh at jokes made at the expense of others and they always
fail to see the ludicrousness of much of their own endeavors, and

(6)
They often have intelligence in a technical way but almost no
ability whatsoever for true independent and innovative thought, and

(7)
They lack courage and will study and "rehearse"
endlessly but, will avoid at all costs ever letting the curtain come
up... unless... someone else has agreed to star in the play, and

(8)
They don't understand true morality. Therefore, they are much
more concerned with what's legal rather than with what's right, and

(9)
They will be as obnoxious and abusive as possible to those
under them but, will kiss ass like crazy to curry favor with their
superiors, and finally

(10)
Many of them will have college degrees but will never recognize
these degrees as the silly jokes they are... and... they are unable to
grasp the vital fact all true education is self education.

Basically, what we have here is a group of losers who are
permeated with a small-minded, mean-spiritedness that vacuums out the vitality
and zest of those around them. You may be interested in knowing there is a
scientific way of describing these people...

They Suck!

Well, so what? What does all this have to do with you, with
marketing, and with making money?

A lot. You see, as a general rule, it is always easier
to do business with and market stuff to people very high on the Halbert Index
(Players) and this is especially true in an economic slump. Why? Simply
because, no matter how bad the economy gets... these people will never succumb
to a "depression mindset." A depression mindset is a sales killer.
People who have it (more than 90% of our population) are running scared and
have totally lost the belief (if they ever had it) they have the
ability to fashion their own futures. They believe their fate is up to the
economy... or... whatever politician gets elected... or... whether or not they
can get a "good enough grade" from some employer or educational
institution. Almost everyone high on the Halbert Index is a reader and
virtually none of them are heavy TV viewers. You see, almost all real
wisdom comes from printed material and the streets; practically never does
even a smidgen of it come from TV broadcasts.