Ben on Virtue and Maturity -- DeWese
“7) Sincerity: Use no hurtful deceit. Think innocently and justly; if you speak, speak accordingly.” Ben is telling us to tell the truth—the No. 1 expectation of print buyers. “8) Justice: Wrong none by doing injuries or omitting the benefits that are your duty.” Number eight sounds like number seven. But you get it. He means do the right thing.
“9) Moderation: Avoid extremes. Forbear resenting injuries so much as you think they deserve.” There he goes again. I think what he’s telling us is that mature printing salespeople avoid “being over the top” (extremes) in their hair style, makeup, clothing, automobiles, behavior and communication.
“10) Cleanliness: Tolerate no uncleanliness in body, clothes or habitation.” Here’s one we can all understand. This is one that I do pass.
“11) Tranquility: Be not disturbed at trifles or at accidents common or unavoidable.” Franklin is telling us that mature people do everything in stride. They don’t sweat the small stuff. Salespeople who lose it over life’s many bumps and potholes are never successful. Their minds are consumed with fret and anger, and they don’t think about where they will find the next customer.
“12) Chastity: Rarely use venery but for health or offspring—never to dullness, weakness or injury of your own or another’s peace or reputation.” Some of you may say, “Now Ben has gone to meddlin’.” Franklin had a reputation with the ladies. There is merit in this admonition, however, and you don’t need me to remind you of the platitudes and the disasters that have occurred over romance in the office.
“13) Humility: Imitate Jesus and Socrates.” This is hard for all of us, but it’s a characteristic that endears us to our customers. I came by this trait naturally, since my shortcomings were always so evident.