Why “How to Win Friends and Influence People” Still Matters in Modern Marketing

Matthew Gerrell

Fractional Chief Marketing Officer

Nearly ninety years ago, Dale Carnegie published How to Win Friends and Influence People. It remains one of the most practical business books ever written.

This week I am launching a short series focused on the first five principles from this classic.

Not as book summaries. Not as quotes for inspiration. As applied leadership and marketing strategy.

Why?

Because influence has not changed. Human psychology has not changed. Buyers still want to feel understood. Employees still want to feel valued. Consumers still respond to genuine interest.

Technology evolves. Channels evolve. AI evolves. Human nature does not.

Every marketing campaign, sales conversation, leadership interaction, and client relationship rises or falls on one truth. People make decisions emotionally and justify decisions rationally.

Carnegie understood this long before digital marketing existed.

Practical steps you can apply this week:

1. Review your last five marketing messages. Count how many times you used “we” versus “you.” Shift future messaging toward the customer.

2. In your next meeting, ask one additional question before offering your perspective.

3. Identify one client or employee and send a brief note of appreciation with no agenda attached.

Over the next few weeks, I will break down five principles and translate them into practical marketing and engagement strategies you can apply immediately.

If we want stronger brands, deeper relationships, and higher engagement, we start with people.