chapter  2
43 Pages

The ten commandments of going to market

T he Ancient Greeks (Socrates, Plato, Aristotle, etc.) spent a lot oftime thinking and writing and arguing. Remember, this was in the days before home theater systems, the Internet, telephones, MP3

players, and shopping malls. There just wasn’t a lot to do, especially if

you weren’t interested in attacking the neighboring city-states. With all

that time on their hands, the Greeks developed some pretty important

ideas, and one of them was the notion of universal truth: truth that

applies everywhere, at all times, no matter what. For example, the idea

that the three angles of a triangle always add up to 1808, or that 2 þ 2 always equals 4. The argument over whether there’s such a thing as a

universal truth is still being debated in the universities, but practical

sales-types know that 2 þ 2 really does equal 4.20

The biblical Ten Commandments are great examples of universal

truths. The whole idea of commandments such as ‘Thou shalt not

kill’ is that they are just right, regardless of how we feel about them.

They come from a higher source: from mountain tops and, for fans of

Cecil B. DeMille and Charlton Heston, from burning bushes that

speak to us in very authoritative, low-pitched voices.21