Winston Churchill? Theodore Roosevelt? Zig Ziglar? Anonymous?
Question for Quote Investigator: I work in an office where they hang inspirational posters on the wall. The caption of one sign credits the following words to the master orator Winston Churchill:
Attitude is a little thing that makes a big difference.
I think that the person who created the poster knows that a distinguished attribution is a little thing that can make a big difference in the perception of a quotation. But this ascription seems laughably unlikely. Could you examine this saying?
Reply from Quote Investigator: This expression is not listed in “Churchill by Himself”, a comprehensive collection of Churchill quotations,1 and QI has not located any substantive evidence linking the statement to him.
Writers have been deploying sentences that emphasized the contrast between a “little thing” and a “big difference” for more than one-hundred years. Here is an example in a letter about photography printed in Recreation magazine in 1895:2
In our High School Scientific Association we founded an amateur photographic club, of which I was elected president, and we have pecks of fun out of it. Some of us learned, in a short time, that “little things make a big difference in the wonderful art of photography.”
Here is an example in 1920 from a book by an advertising specialist:3
In the offices of most newspapers and many magazines there simply isn’t time to fuss over the little things that make such a big difference in the appearance of advertisements.
In 1977 a famous motivational writer and speaker named Zig Ziglar wrote a comment about attitude in his popular book “See You at the Top” that matched the saying under investigation:4
Attitude is the “little” thing that makes the big difference. The story of life proves that it is often the minute things that spell the differences between triumph and tragedy, success and failure, victory or defeat. For example, if you call a girl a kitten, she will love you. Call her a cat and you’re in trouble.
Here are additional selected citations in chronological order.
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