European Stars and Stripes (Newspaper) - December 8, 1991, Darmstadt, Hesse Retired Gen. H. Norman Schwarzkopf draws $50,000 per from Page 4 Promise to provide customers with the Best Quality service and Price. He then offers his new army some fatherly if colourful advice. A if you do not treat the next several years As a War you will not survive a he thunders. A there Are a finite number of Battles in your business War. Every Dollar that is spent at a facility that is not under your control is a Dollar that is going to the enemy. A i want you All to remember that no Bastard Ever made a profit by losing his customers. He made it when the other poor dumb Bastard lost his apathy neglect and indifference Are the enemies he says. A Wade into them eliminate them from your operation and you will survive these upcoming wars Quot he roars. A i done to want to get any messages Here saying we Are holding our share of the Market. We re not holding anything. Let those other bastards do that. We Are advancing constantly. We re not interested in holding onto anything except the other Guys Testicles. We re going to kick him in the ass. We re going to kick the hell out of him All the time. We re going to go through him like crap through a in True Patton tradition he encourages the mar directors to get closer to their employees and customers. A i fired More generals in my time for staying in the Damn Headquarters instead of being out with the troops where they a know what a going on a he snaps. Pierce who also writes technical manuals for military electronics says he either opens or closes an event. A i done to do the Middle a he says a because in a too Tough an act to More than once Pierce has seen the movie Patton. A what people expect is George c. Scott the actor who played Patton but in fact Patton did no to sound anything like that a Pierce says. A the had a very High pitched squeaky voice but the rest of it the film is fairly Pierce says he got the idea to portray Patton 10 years ago when he was vice president of marketing for the British american tobacco company. A we needed a motivational speaker a he says. A i thought Patton would be a Good character and since i was a military historian i had enough since then Pierce has made recruiting commercials for the . Armed forces radio and television service and helped a military retention trip to Garmisch was sponsored by the International military Community executives association which is composed of mar personnel and headquartered in Alexandria a. Pierce says he does no to think he resembles the flamboyant commander. A a it a a Normal tendency for people to read into things what they want and see what they want to see Quot he says. Pierce notes he a three inches Shorter than Patton was. Quot but a lot of times people who knew him come up and say a you re just like him Pierce uses any criticism to Fine tune his act. Pierces Boss in the National guard is Patton a Nephew David Wilson Patton. That has to help pierces act right Down to the language. Pierce says he has unavoidably offended some people with his or rather Patton swords. A i done to say anything that a not in the movie a he says. A if anybody is that uptight there s something wrong with from time to time Pierce has been hired As a Hollywood consultant on military matters. He was a technical consultant for the miniseries War and remembrance. In that epic he played a minor role As a jeep Driver who Dies in an Accident. Pierce says a Good feature about playing Patton is that he can to outgrow the part. A a in a Good forever in a role like this a he a live general marching on stage by Robert dv0rchak a National writer Battlefield Fame is fleeting h. Norman Schwarzkopf tells his audiences. A i used to be Able to make a single command and 541,000 people would listen a the retired general says. A now i can to get a plumber to do what i a year ago when the . Security Council voted to authorize the use of Force to oust Iraq from Kuwait Schwarzkopf was a Warrior at work converting desert shield into desert storm. Life is a bit quieter now but weep not for the general whose four Star Charm and right stuff Charisma remain robust among armies of civilian admirers even after he traded in his camouflage fatigues for size 49 pinstriped suits. With the incentive of a multimillion Dollar Advance he a writing his memoirs. He earns a reported minimum of $50,000 per speech. And he a worked with Charles Kuralt on this past weeks lbs special marking the 50th anniversary of the Pearl Harbor attack. Even in retirement Schwarzkopf warrants a detail of army bodyguards and he is protective of his privacy. He a not giving interviews and future dates of his speaking engagements Are guarded like military secrets. Speeches Are limited to two or three per month with to cameras and tape recorders banned ostensibly to prohibit bootlegging the general a message. In Cleveland recently two reporters unaware of the ban had to surrender their tapes. There seems to be no drop off in interest in the general. Adoring audiences have packed the House to hear the handful of speeches he has Given since september. A we have done it without you Quot he tells them and requests still Are storming in. A one of the reasons he a not giving interviews is he wants things to get Back to some sense of normality a said Marvin Osephson the general a literary agent and adviser. Quot if anything he a More in demand than Ever Quot Josephson said. Quot he a the kind of Guy everyone wants to meet. If he agreed to do any commercials or licensing we could turn Down All sorts of Schwarzkopf top project right now is his Book expected out next fall and As yet untitled. Bantam books outbid five other publishers including a $5 million offer from random House. Five other books about Schwarzkopf already have been published. The ultimate Success of the Memoir which will Tell the inside Story of the War by the Man who planned it hinges on Schwarzkopf Appeal at the time of release. His backers Are banking that a fickle Public will recall his generalship of a multinational Alliance his command presence at to briefings and his rapport with troops in the ranks. A we believe he has a wonderful Story to Tell about his life and his experiences a said Stuart Applebaum spokesman for Bantam books. A we done to sense any diminishing of Confidence support and excitement about the marketing of the Genera involves converting military Fame into a private career before the Public loses interest without seeming crass or commercial. Some think the transition could have been smoother. A i think he a lost some steam. That moment of accomplishment Hasni to been marketed Well a said Frank Ginsberg president of the new York advertising Agency of Avrett free amp Ginsberg. Ginsberg feels Schwarzkopf would be particularly effective in american business speaking about Trade policies the Auto Industry or fresh ideas on the Economy. A this greatest strength is his ability to think continued on Page 6 december 8, 1991 sunday a _ Page 5
