Professor George Gallup of Princeton:
“Change cannot be bought about easily by leaders, except in those situations in which the changes advocated do not disturb present relationships. In fact, it is the leaders who typically become the most bitter and the most effective foes of change.

The public–aka the customer-base—must take the initiative and assume responsibility for progress in the affairs of man. The public must force change upon its leaders who command more respect today than perhaps they deserve…The leader is expert in his small world as it presently exists, not expert in the world as it might be.

Although the leader plays an important part in modern society, it is not realistic to expect him to advocate change. This is the surest way for him to lose his status…The hope of the future rests with the citizen—the customer.

To be effective, the citizen/customer must be well informed, and he must discover better ways of making better use of his own great capacities and those of this fellow man. He cannot expect his leaders to give him much help in his upward march.”

Professor George Gallup was the inventor of ‘market research’ and founder of The Gallup Poll at Princeton. He wrote this in The Miracle Ahead published by Harper & Row. New York 1964.

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