Politeness and civility are the best capital ever invested in business. Large stores, gilt signs, flaming advertisements, will all prove unavailing if you or your employees treat your patrons abruptly. The truth is, the more kind and liberal a man is, the more generous will be the patronage bestowed upon him.

The quote by P. T. Barnum emphasizes the profound value of politeness and civility in the realm of business. Barnum, a 19th-century showman and entrepreneur, was known not just for his entertainment ventures but also for his keen insight into human behavior and commerce. In this statement, he asserts that courteous behavior toward customers is a form of capital—a vital investment that yields significant returns in customer loyalty and sustained business growth.

According to Barnum, external markers of success such as large stores, gilt signs, and flaming advertisements are ultimately futile if the people behind the business fail to treat patrons with respect and kindness. These superficial elements may attract attention, but it is the customer experience—shaped largely by how one is treated—that determines whether people return and spread positive word-of-mouth.

He further contends that a person who is kind and liberal—meaning generous, open-handed, and gracious—will naturally attract more patronage. This reflects the principle that generosity and empathy build trust, which in turn fosters customer relationships that are deeper and more enduring than those based purely on marketing or appearance.

This quote remains highly relevant today. In an era of automation and digital branding, human connection, conveyed through genuine civility, can still set businesses apart. Barnum’s insight underscores a timeless truth: personal conduct is often the most influential factor in a company’s long-term success.