It is reported that in 2009 the personal development industry generated over USD$5billion in a year of “global financial crisis”. This was a great sign for economic growth and for those who serve and produce in the industry. It also indicates that personal development and human potential programs are needed in any financial climate.
The industry is still considered to be a niche market with a loyal clientele. Most people who buy books or programs or who attend seminars go back for more. I remember attending a very big Canadian motivational speaker’s seminar a number of years ago and over 90% of his audience worked in personal development – they were either coaches or had a product for sale in the same field. This led me to question the mass appeal of personal growth – to study more successful coaches who put on workshops and similarly, I discovered that a large percentage of their clients were “industry people”.
Every industry, throughout the industrial and commercial era have had men and women who could elevate their field due to remarkable work, personality, character or their way of communicating with others. In politics, Sir Winston Churchill, JF Kennedy and recently Obama have created excitement and got a lot of people talking. In sports, characters such as Muhammad Ali, Floyd Mayweather Jr., Maradona, Michael Jordon, David Beckham and Mike Tyson have swept people away with their astounding skills and charisma. In film, actors like Marlon Brando, Al Pacino, Robert DiNero, Audrey Hepburn, Elizabeth Taylor, Marilyn Monroe and recently Will Smith have either revolutionalized their craft or had mega, global, box office appeal. In all industries, there have been men and women who have appealed to the masses.
In the personal development/self-help/human potential industry there have been a handful of personalities who have raised the bar. Napoleon Hill was a loveable man and inspired millions of people during and before World War II with his classic books “The Laws of Success” and “Think & Grow Rich.” His legacy is still alive today! Earl Nightingale peaked in the 1950s and touched millions of people with his “Strangest Secret” recording. Rev Ike (the flamboyant prosperity teacher) peaked in the 1970s which revolutionised the platform for all motivational speakers across the world. Then in the mid 1980s, a young Tony Robbins, raised the highest bar in the human potential field. Robbins featured in a Hollywood blockbuster film, coached world class athletes and assisted President Clinton during the 1990s. In March 2006, a global phenomenon came onto the scene, the blockbuster movie “The Secret” which sold over 200 million DVDs without any aggressive marketing campaigns. There were over 15 motivational speakers and authors featured in the film, most recognised: Bob Proctor, John Assaraf, Marci Shimoff and Michael Beckwith. Although this film inspired millions of people, the buzz soon diminished in 2008 as the global financial crisis started to impact on people’s consciousness. The film also attracted a backlash of harsh criticism.
The personal development industry will always be around. It will always have a loyal following of people who desire to grow mentally, emotionally and spiritually. However, the industry could be much bigger if a handful of new personalities could appeal to the average man and woman on the street – men and women who need help but are too sceptical or intimidated to attend a workshop or invest some time in themselves. I personally feel that it’s time the industry started to appeal commercially to the masses. Just as, for example, DJ David Guetta might appeal to a young girl who doesn’t normally listen to House music. She might then be tempted to buy his album and thus start soul searching for more credible artists on the underground scene.
To summarize: if the true purpose of the personal development industry is to help people then it needs to expand its creative appeal and truly reach the masses (who need the most help) or it is just another self-perpetuating industry.
Christopher Dines, Sunday 25th September 2011.
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