The Story:
An old blind man was sitting on a busy street corner begging for money. On a cardboard sign, next to an empty tin cup, he had written: ‘Blind – Please help’.
No one was giving him any money.
A young advertising writer was walking through the city street when he noticed a blind man sitting on the side of the street with a sign, and an empty cup in front of him. He watched as many people passed him by without a second glance, let alone stopping to give money.
The advertising writer took a thick marker from his pocket, turned the cardboard sheet back-to-front, and re-wrote the sign, then went on his way.
Immediately, people began putting money into the tin cup.
After a while, when the cup was overflowing, the blind man asked a stranger to tell him what the sign now said.
“It says,” said the stranger, “‘It’s a beautiful day. You can see it. I cannot.’”
No matter what the message is, the way you communicate holds the power to determine its impact.
