The Book of the Week is “Werner Erhard, The Transformation of a Man, The Founding of est” by W.W. Bartley, III, published in 1978. This is a biography of the founder of a consciousness-raising movement of the 1970’s.
Born with the name Jack Rosenberg in 1935, the subject of this biography grew up in the Philadelphia area, raised as an Episcopalian. He was the oldest of three siblings, who were born after he turned twelve years old. As a teenager, he rebelled against his mother, who treated him like a spouse rather than a son. Additionally, he got his girlfriend pregnant. Rosenberg and his girlfriend wed just after he turned eighteen years old. They had three additional children but he abandoned his family and absconded with another woman. Rosenberg thought of himself as a victim. In his words, “That requires that someone must have done it to you. That person is automatically bad, and may be punished. As a victim, you get to be righteous…”
In May 1960, Jack Rosenberg changed his name to Werner Erhard in order to transform himself into the complete opposite of what he once was. This also involved cutting off all communication with his first wife, children and immediate family. This he did for more than a decade. But in his new self, Erhard found his calling. He was a spellbinder as a salesman. He began training sales forces and making lots of money. Erhard used an unconventional approach to door-to-door sales: communication based on trust through total honesty rather than attempting to make a quick buck. He became incredibly well-read in psychology and philosophy.
Finally, Erhard jumped on the behavior-modification-training bandwagon fad of the 1970’s, naming his business “Erhard Seminars Training.” He held therapy sessions for hundreds of people at a time, pressuring them to change the “positionalities” of their minds by getting rid of their righteousness, regret and resentment. He lectured them on perfectionism with regard to attention to detail. Anything less would mean they were just surviving and not maximizing happiness.
In the real world, people tolerate bad customer service and mean corporate cultures because they must; in the ideal world Erhard envisioned– people’s effective, honest communication would help them shed their value judgments in their existence, activities and possessions in a way that would make them happy.