Technique #41 Read Their Rags

Is your next big client a golfer, runner, swimmer, surfer,

or skier? Are you attending a social function filled with

accountants or Zen Buddhists—or anything in between?

There are untold thousands of monthly magazines

serving every imaginable interest. You can dish up more

information than you'll ever need to sound like an

insider with anyone just by reading the rags that serve

their racket. (Have you read your latest copy of

Zoonooz yet?) strolled, I gradually changed the subject from chrysanthemums to

the consulting work I could do for her company. Who was leading whom down the garden path?

Is the world getting smaller, or are we getting bigger? Today's

Renaissance man or woman is comfortable and confident anywhere. The next technique helps you be an insider wherever you

find yourself on the planet, and it saves you from fulfilling the

world's fantasy of "the ugly American."