John Dewey, one of America's most profound philosophers stated that the deepest urge in human nature is "the desire to be important."

There are eight things people want:

1.  Health and the preservation of life.

2.  Food.

3.  Sleep

4.  Money and the things money will buy.

5.  Life in the hereafter.

6.  Sexual gratification.

7.  The well-being of our children.

8.  A feeling of importance.

Almost all these things people get.  The deepest desire- almost as deep as food or sleep is the desire to feel important.

The desire for a feeling of importance is what distinguishes differences between mankind and animals. 

One way you can make people feel important is showing them sincere appreciation.  The late Paul Harvey mention this on one of his radio programs.  He claims you can change a person's life by showing them sincere appreciation.

Is there a difference between flattery or sincere appreciation?  Fattery is selfish, shallow and insincere. There are people hungry for sincere appreciation they will swallow flattery which can be dangerous in  business. 

It is this burning desire to feel important that will keep people looking for opportunities.  Whether it is opening a franchise or not going the franchise route.  I do not believe our country will just stop because the hard times we are facing.  It may take some time but we will survive and face a flourishing economy once again. 

Principle 2:  Give honest and sincere appreciation.