Know Yourself (And the Other)

There’s an old story about the famous art dealer Joseph Duveen; he had wealthy clients like J.P. Morgan and Andrew Mellon and the commissions made him rich. However, there was one “big fish” that had escaped Duveen’s entreaties and charms: Henry Ford. At this time Ford was the richest man in America, but hadn’t ventured into art collecting as so many of the other ultra wealthy had. 

Duveen’s plan was to produce one beautiful book that contained photographs and scholarly articles of “The 100 Greatest Paintings in the World” and present that to Henry Ford. Mr. Ford would be so impressed with the beauty and quality of the paintings, become an art aficionado, and be one of Duveen’s best clients. Duveen was going to make millions.

Finally, Mr. Duveen was able to get an audience with Mr. Ford where he was was presented with the book. Ford was astonished and delighted, but he couldn’t accept the book as a present. Mr. Duveen insisted and said the purpose of the book was to show Ford pictures of paintings that Duveen would sell him.  

Apparently, Mr. Ford said something like, “But Mr. Duveen, what would I want with the originals when the pictures in the book are so beautiful?” It seems that Mr. Duveen overestimated his own skill, charm, artistic passion, and salesmanship. Duveen “knew” that Henry Ford would see the world, the art world especially, the same way. He “knew” that the book would prompt Ford to want the paintings. Duveen just knew that Ford would be his biggest (and most lucrative) client. When Ford only wanted the book, Duveen just couldn’t understand why the richest man in America wouldn't want the originals. 

The obvious lesson is that you have to both know yourself and the other.