“Imageiseverything．”Anentireindustryhasbeenbuiltupontheassumptionthatimageiseverything,butwhenitcomesdowntoit,anappealingimageisnotenough．Ifthereisnosubstance（事实）behindtheimage,theproduct,serviceorpersonwillfaileventually．

Firstofall,oneshouldconsiderhowimportantimageisinthesellingofproductsandservices．Advertisingagencieshaveraisedtheartofcreatinganimagetoastateofnearperfection．Publicconceptofthatproductorserviceiscertainlymanagedbytheimagescreatedbytheadvertisingagencies．Butiftheproductorservicedoesnotliveuptotheimagethatwascreated,thecustomerwillbeverydissatisfiedandpossiblyaskfortheirmoneyback．Forexample,theArthurAndersenaccountingfirmhadspentdecadesbuildingupanimageoftrustworthiness．Buttherecentscandal（丑闻）showedthatbehindthatimage,itcheatedinbusinesspractices．Despitethepreviouspositiveimage,thefirmisbeingaccusedofcriminalactionsanditwillprobablynotsurviveasabusinessunit．Althoughtheimagehadbeennearlyperfect,therealitybehindtheimagehasledtothedownfalloftheworldfamousaccountingfirm．

Similarly,personaladviserscanbuildupapublicimageforpoliticiansandmoviestars．Puttingoutpositivenewsreleases,makingsurethatonlythebestphotographsarepublished,andensuringthatthepersonisseeninalltherightplacescanbuildupaverypositiveimageintheviewofthegeneralcommons．Butonceagain,historyisfilledwithexamplesofbothpoliticiansandmoviestarsthatfellfromgracelikethestoryoftheHollywoodactorgivingintothepressuresoffameandfortune．Withpeople,justaswithproductsandservices,imageiscertainlyimportant,butwithoutpositivesubstancebehindtheimage,failureisclose．

Tosummarize,itisclearthatanappealingimageisextremelyimportanttosuccess,whetherthatimageisrelatedtosellingaproductorserviceortothe“selling”ofaperson．Butimageisonlyhalfoftheequation．Whatliesbehindthatimageiseverybitasimportantastheimageitself——thepersonorproductmustdeliveronthatimageorthereislittlechanceforlong-termsuccess．

小题1:ThedownfalloftheArthurAndersenaccountingfirmisdueto________．