Willy believes that a person must be "well-liked" to achieve true success. Wealth and riches are only part of success, for Willy. The other part of success is related to stature, respect, and reputation.
Willy repeats his ideas about personal charm and charisma like a mantra through the play, reiterating the notion that one must be "well-liked" to get ahead. Willy makes claims that he is well-liked in certain corners of New England and he also says that his neighbor Charley is "liked, but not well-liked".
True success comes from personal qualities and these qualities naturally lead to wealth, according to Willy's vision.
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