THE LAW OF SUCCESS

In Sixteen Lessons

Napoleon Hill

Teaching, for the First Time in the History of the World, the True Philosophy upon which all Personal Success is Built.

Originally PUB !SH"# in $%&' B( The )* STO+ U+!,")S!T( P)"SS -")!#"+, .O++.

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Pu2lished By 3ames ). Henry *ctor, Filmma4er, 5 Business Owner

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Hi, !6m 3ames ). Henry, a Hollywood actor, filmma4er, and an international 2usiness owner 5 founder of Highway & Wealth, and the creator of 2oth Boss!7uit .entral .oast 5 Boss!7uit 83efe renuncio9 "l Sal1ador. !t is with great pri1ilege and honor that ! am a2le to re:pu2lish such a great wor4 2y +apoleon Hill, a classic indeed, The aw of Success. These courses are an ama;ing attri2ute to the success of each indi1idual who reads the words within, and ta4es action. -y organi;ation, Highway & Wealth, 2rings classics such as these and produces them to gi1e you the 4nowledge and education necessary to get ahead in life. !n loo4ing toward the ultimate pri;e, whate1er that may 2e for you, always thin4 that it is achie1a2le, for whate1er you thin4, that you may possess<

3oin my team 5 reali;e what it6s li4e to get paid to drin4 coffee< ,isit www.highway&wealth.com=coffee today for additional information and=or to sign up< There are a num2er of authors ! highly recommend, 2ut two are my 2ig time fa1orites when it comes to learning how to successfully 2uild a 2usiness. ! highly recommend 2oo4s 2y /rant .ardone 5 )o2ert >iyosa4i. -y fa1orite 2oo4s 2y /rant .ardone are !f (ou6re +ot First, (ou6re ast? Sell or Be Sold? and The $@A )ule. ! 2elie1e that if you61e ne1er heard of )o2ert >iyosa4i until after !61e mentioned him, you should definitely start with reading )ich #ad Poor #ad and get a feel for his other 2oo4s that follow.

)o2ert >iyosa4i also has his training at www.richdadworld.com which can also 2e 1iewed 2y clic4ing the image ad1ertisement a2o1e. !n order for you to 2e successful at owning a home:2ased 2usiness, you should learn a2out taB ad1antages, especially those that change in &@$C, gi1ing more 2enefits to those who own a home:2ased 2usiness. Please clic4 the image 2elow to learn additional information a2out taB ad1antages<

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This 2oo4 is an eBoo4 reproduction of the complete and original $%&' 1ersion of TH" *W OF SU.."SS !+ S!AT""+ "SSO+S 2y +apoleon Hill, originally pu2lished 2y The )alston Uni1ersity Press and now in the pu2lic domain. ! would li4e to ad1ise you that at the end of this section is a glossary of many of the words ! feel you might not properly understand, e1en if you do understand its meaning, it might 2e used a different way. !f at the end of a paragraph or during one, you find that you cannot remem2er what you had Eust read or you are feeling tired or 2ored at the time, yawning, ru22ing your eyes, etc. you might wanna see if there is a word you do not fully understand 5 search the glossary for the word or words. !f it cannot 2e found in the glossary, you may find the word in a dictionary, such as We2ster6s. Before searching a dictionary, howe1er, refer to the glossary as there might 2e different meanings to a single word.

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/eneral !ntroduction to the *W OF SU.."SS .OU)S" By +apoleon Hill

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Dedicated to
ANDREW CARNEGIE Who suggested the writing of the course, and to HENRY FORD Whose astounding achie1ements form the foundation for practically all of the SiBteen essons of the course, and to EDWIN C. BARNES * 2usiness associate of Thomas *. "dison, whose close personal friendship o1er a period of more than fifteen years ser1ed to help the author Icarry onJ in the face of a great 1ariety of ad1ersities and much temporary defeat met with in organi;ing the course.

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WHO said it could not 2e doneL *nd what great 1ictories has he to his credit which Mualify him to Eudge others accuratelyL : +apoleon Hill

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A PERSONAL STATEMENT BY THE AUTHOR

Some thirty years ago a young clergyman 2y the name of /unsaulus announced in the newspapers of .hicago that he would preach a sermon the following Sunday morning entitledO PWH*T ! WOU # #O !F ! H*# * -! !O+ #O *)S<P

The announcement caught the eye of Philip #. *rmour, the wealthy pac4ing:house 4ing, who decided to hear the sermon. !n his sermon #r. /unsaulus pictured a great school of technology where young men and young women could 2e taught how to succeed in life 2y de1eloping the a2ility to TH!+> in practical rather than in theoretical terms? where they would 2e taught to Plearn 2y doing.P P!f ! had a million dollars,P said the young preacher, P! would start such a school.P *fter the sermon was o1er -r. *rmour wal4ed down the aisle to the pulpit, introduced himself, and said,P(oung man, ! 2elie1e you could do all you said you could, and if you will come down to my office tomorrow morning ! will gi1e you the million dollars you need.P There is always plenty of capital for those who can create practical plans for using it. That was the 2eginning of the *rmour !nstitute of Technology, one of the 1ery practical schools of the country. The school was 2orn in the PimaginationP of a young man who ne1er would ha1e 2een heard of outside of the community in which he preached had it not 2een for the Pimagination,P plus the capital, of Philip #. *rmour. "1ery great railroad, and e1ery outstanding financial institution and e1ery mammoth 2usiness enterprise, and e1ery great in1ention, 2egan in the imagination of some one person. F. W. Woolworth created the Fi1e and Ten .ent Store Plan in his PimaginationP 2efore it 2ecame a reality and made him a multimillionaire. Thomas *. "dison created the tal4ing machine and the mo1ing picture machine and the incandescent electric light 2ul2 and scores of other useful in1entions,in his own Pimagination,P2efore they 2ecame a reality. #uring the .hicago fire scores of merchants whose stores went up in smo4e stood near the smoldering em2ers of their former places of 2usiness,grie1ing o1er their loss. -any of them decided to go away into other cities and start o1er again. !n the group was -arshall Field,who saw, in his own Pimagination,P the world6s greatest retail store, standing on the selfsame spot where his former store had stood, which was then 2ut a ruined mass of smo4ing tim2ers. That store 2ecame a reality. Fortunate is the young man or young woman who learns, early in life, to use imagination, and dou2ly so in this age of greater opportunity. !magination is a faculty of the mind which can 2e culti1ated, de1eloped, eBtended and 2roadened 2y use. !f this were not true, this course on the Fifteen aws of Success ne1er would ha1e 2een created, 2ecause it was first concei1ed in the author6s Pimagination,P from the mere seed of an idea which was sown 2y a chance remar4 of the late *ndrew .arnegie. Where1er you are, whoe1er you are, whate1er you may 2e following as an occupation, there is room for you to ma4e yourself more useful, and in that manner more producti1e, 2y de1eloping and using your Pimagination.P Success in this world is always a matter of indi1idual effort, yet you will only 2e decei1ing yourself if you 2elie1e that you can succeed without the co:operation of other people. Success is a matter of F'F

indi1idual effort only to the eBtent that each person must decide, in his or her own mind, what is wanted. This in1ol1es the use of Pimagination.P From this point on, achie1ing success is a matter of s4illfully and tactfully inducing others to co:operate. Before you can secure co:operation from others? nay, 2efore you ha1e the right to as4 for or eBpect co:operation from other people, you must first show a willingness to co:operate with them. For this reason the eighth lesson of this course, TH" H*B!T OF #O!+/ -O)" TH*+ P*!# FO), is one which should ha1e your serious and thoughtful attention. The law upon which this lesson is 2ased, would, of itself, practically insure success to all who practice it in all they do. !n the 2ac4 pages of this !ntroduction you will o2ser1e a Personal *nalysis .hart in which ten well 4nown men ha1e 2een analy;ed for your study and comparison. O2ser1e this chart carefully and note the Pdanger pointsP which mean failure to those who do not o2ser1e these signals. Of the ten men analy;ed eight are 4nown to 2e successful, while two may 2e considered failures. Study, carefully, the reason why these two men failed. Then, study yourself. !n the two columns which ha1e 2een left 2lan4 for that purpose, gi1e yourself a rating on each of the Fifteen aws of Success at the 2eginning of this course? at the end of the course rate yourself again and o2ser1e the impro1ements you ha1e made. The purpose of the aw of Success course is to ena2le you to find out how you may 2ecome more capa2le in your chosen field of wor4. To this end you will 2e analy;ed and all of your Mualities classified so you may organi;e them and ma4e the 2est possi2le use of them. (ou may not li4e the wor4 in which you are now engaged. There are two ways of getting out of that wor4. One way is to ta4e 2ut little interest in what you are doing, aiming merely to do enough with which to Pget 2y.P ,ery soon you will find a way out, 2ecause the demand for your ser1ices will cease. The other and 2etter way is 2y ma4ing yourself so useful and efficient in what you are now doing that you will attract the fa1ora2le attention of those who ha1e the power to promote you into more responsi2le wor4 that is more to your li4ing. !t is your pri1ilege to ta4e your choice as to which way you will proceed. *gain you are reminded of the importance of esson +ine of this course, through the aid of which you may a1ail yourself of this P2etter wayP of promoting yourself. Thousands of people wal4ed o1er the great .alumet .opper -ine without disco1ering it. 3ust one lone man used his Pimagination,P dug down into the earth a few feet, in1estigated, and disco1ered the richest copper deposit on earth. (ou and e1ery other person wal4, at one time or another, o1er your P.alumet -ine.P #isco1ery is a matter of in1estigation and use of Pimagination.P This course on the Fifteen aws of Success may lead the way to your P.alumet,P and you may 2e surprised when you disco1er that you were standing right o1er this rich mine, in the wor4 in which you are now engaged. !n his lecture on P*cres of #iamonds,P )ussell .onwell tells us that we need not see4 opportunity in the distance? that we may find it right where we stand< TH!S !S * T)UTH W" WO)TH )"-"-B")!+/< +*PO "O+ H! , *uthor of the aw of Success.

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The Author's Acknowledgment of Help Rendered Him in the Writing of This Course
This course is the result of careful analysis of the life:wor4 of o1er one hundred men and women who ha1e achie1ed unusual success in the irrespecti1e callings. The author of the course has 2een more than twenty years in gathering, classifying, testing and organi;ing the Fifteen aws upon which the course is 2ased. !n his la2or he has recei1ed 1alua2le assistance either in person or 2y studying the life:wor4 of the following menO Henry Ford Thomas *. "dison Har1ey S. Firestone 3ohn #. )oc4efeller .harles -. Schwa2 Woodrow Wilson #arwin P. >ingsley Wm. Wrigley, 3r. *.#. as4er ".*. Filene 3ames 3. Hill .aptain /eorge -. *leBander 8To whom the author was formerly an assistant9 Hugh .halmers #r. ".W. Stric4ler "dwin .. Barnes )o2ert . Taylor 8Fiddling Bo29 /eorge "astman ".-. Statler *ndrew .arnegie 3ohn Wanama4er -arshall Field "dward Bo4 .yrus H.>. .urtis /eorge W. Per4ins Henry . #oherty /eorge S. Par4er #r. ..O. Henry /eneral )ufus *. *yers 3udge "l2ert H. /ray William Howard Taft #r. "lmer /ates 3ohn W. #a1is Samuel !nsul F.W. Woolworth 3udge #aniel T. Wright 8one of the author6s law instructors9 "l2ert Hu22ard uther Bur2an4 ".H. Harriman .harles P. Steinmet; Fran4 ,anderlip Theodore )oose1elt Wm. H. French

#r. *leBander /raham Bell 8To whom the author owes credit for most of esson One9 Of the men named, perhaps Henry Ford and *ndrew .arnegie should 2e ac4nowledged as ha1ing contri2uted most toward the 2uilding of this course, for the reason that it was *ndrew .arnegie who first suggested the writing of the course and Henry Ford whose life:wor4 supplied much of the material out of which the course was de1eloped. Some of these men are now deceased, 2ut to those who are still li1ing the author wishes to ma4e here grateful ac4nowledgment of the ser1ice they ha1e rendered, without which this course ne1er could ha1e 2een written. F$@F

The author has studied the maEority of these men at close range, in person. With many of them he enEoys, or did enEoy 2efore their death, the pri1ilege of close personal friendship which ena2led him to gather from their philosophy facts that would not ha1e 2een a1aila2le under other conditions. The author is grateful for ha1ing enEoyed the pri1ilege of enlisting the ser1ices of the most powerful men on earth, in the 2uilding of the aw of Success course. That pri1ilege has 2een remuneration enough for the wor4 done, if nothing more were e1er recei1ed for it. These men ha1e 2een the 2ac4:2one and the foundation and the s4eleton of *merican 2usiness, finance, industry and statesmanship. The aw of Success course epitomi;es the philosophy and the rules of procedure which made each of these men a great power in his chosen field of endea1or. !t has 2een the author6s intention to present the course in the plainest and most simple terms a1aila2le, so it could 2e mastered 2y 1ery young men and young women, of the high:school age. With the eBception of the psychological law referred to in esson One as the P-aster -ind,P the author lays no claim to ha1ing created anything 2asically new in this course. What he has done, howe1er, has 2een to organi;e old truths and 4nown laws into P)*.T!.* , US*B " FO)-, where they may 2e properly interpreted and applied 2y the wor4aday man whose needs call for a philosophy of simplicity. !n passing upon the merits of the aw of Success 3udge "l2ert H. /ary saidOPTwo outstanding features connected with the philosophy impress me most. One is the simplicity with which it has 2een resented, and the other is the fact that its soundness is so o21ious to all that it will 2e immediately accepted.P The student of this course is warned against passing Eudgment upon it 2efore ha1ing read the entire siBteen lessons. This especially applies to this !ntroduction, in which it has 2een necessary to include 2rief reference to su2Eects of a more or less technical and scientific nature. The reason for this will 2e o21ious after the student has read the entire siBteen lessons. The student who ta4es up this course with an open mind, and sees to it that his or her mind remains PopenP until the last lesson shall ha1e 2een read, will 2e richly rewarded with a 2roader and more accurate 1iew of life as a whole.

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Contents o T!is Int"od#cto"$ Lesson

$. POW") what it is and how to create and use it. &. .O:OP")*T!O+:the psychology of co:operati1e effort and how to use it constructi1ely. C. TH" -*ST") -!+#:how it is created through harmony of purpose and effort, 2etween two or more people. G. H"+)( FO)#, THO-*S *. "#!SO+ and H*),"( S. F!)"STO+":the secret of their power and wealth. H. TH" PB!/ S!AP how they made the law of the P-aster -indP yield them a profit of more than Q&H,@@@,@@@.@@ a year. K. !-*/!+*T!O+:how to stimulate it so that it will create practical plans and new ideas. N. T" "P*TH(:how thought passes from one mind to another through the ether. "1ery 2rain 2oth a 2roadcasting and a recei1ing station for thought. '. HOW S* "S-"+ and PUB !. SP"*>")S PsensePor Ptune inPon the thoughts of their audiences. %. ,!B)*T!O+:descri2ed 2y #r. *leBander /raham Bell, in1entor of the ong #istance Telephone. $@.*!) and "TH") how they carry 1i2rations. $$.HOW and WH( ideas PflashP into the mind from un4nown sources. $&.H!STO)( of the aw of Success Philosophy, co1ering a period of o1er twenty:fi1e years of scientific research and eBperimentation. $C.3U#/" " B")T H. /*)( reads, appro1es and adopts the aw of Success course. $G.*+#)"W .*)+"/!" responsi2le for 2eginning of aw of Success course. $H. *W OF SU.."SS T)*!+!+/:helps group of salespeople earn Q$,@@@,@@@.@@. $K.SO:.* "# PSP!)!TU* !S-P eBplained. $N.O)/*+!R"# "FFO)T the source of all power. $'.HOW TO *+* (R" yourself. $%.HOW * S-* FO)TU+" was made from an old, wor4ed:out, worthless 8L9 farm. &@.TH")"6S * /O # -!+" in your present occupation if you will follow directions and dig for it. &$.TH")"6S P "+T( OF )"*#( .*P!T* for de1elopment of any practical idea or plan you may create. &&.SO-" )"*SO+S why people fail. &C.WH( H"+)( FO)# is the most powerful man on earth, and how others may use the principles which gi1e him his power. &G.WH( SO-" P"OP " antagoni;e others without 4nowing it. &H.TH" "FF".T of seBual contact as a mind stimulant and health 2uilder. &K.WH*T happens in the religious orgy 4nown as the Pre1i1al.P &N.WH*T we ha1e learned from P+ature6s Bi2le.P &'..H"-!ST)( of the mind? how it will ma4e or destroy you. &%.WH*T is meant 2y the Ppsychological momentP in Salesmanship. C@.TH" -!+# 2ecomes de1itali;ed:how to PrechargePit. C$.TH" ,* U" and meaning of harmony in all cooperati1e effort. C&.OF WH*T do Henry Ford6s assets consistLThe answer. CC.TH!S !S TH" */" of mergers and highly organi;ed co:operati1e effort. CG.WOO#)OW W! SO+ had in mind the law of the P-aster -indP in his plan for a eague of +ations. F$&F

CH.SU.."SS is a matter of tactful negotiation with other people. CK. ",")( HU-*+ B"!+/ possesses at least two distinct personalities? one destructi1e and one constructi1e. CN. "#U.*T!O+ generally misunderstood to mean instruction or memori;ing of rules. !t really means de1elopment from within, of the human mind, through unfoldment and use. C'. TWO -"THO#S of gathering 4nowledge, through personal eBperience and 2y assimilating the 4nowledge gained through eBperience 2y others. C%. P")SO+* *+* (S!S of Henry Ford, BenEamin Fran4lin, /eorge Washington, *2raham incoln, Theodore )oose1elt, Wm. Howard Taft, Woodrow Wilson, +apoleon Bonaparte, .al1in .oolidge and 3esse 3ames. G@. *UTHO)6S P*fter:the: esson ,isit.P

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T!-" is a -aster Wor4er that heals the wounds of temporary defeat, and eMuali;es the ineMualities and rights the wrongs of the world. There is nothing P!mpossi2leP with time<

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THE LAW OF SUCCESS Lesson One THE MASTER MIND

%Yo# Can Do It i Yo# Be&ie'e Yo# Can(%
TH!S is a course on the fundamentals of Success. Success is 1ery largely a matter of adEusting one6s self to the e1er:1arying and changing en1ironments of life, in a spirit of harmony and poise. Harmony is 2ased upon understanding of the forces constituting one6s en1ironment? therefore, this course is in reality a 2lueprint that may 2e followed straight to success, 2ecause it helps the student to interpret, understand and ma4e the most of these en1ironmental forces of life. Before you 2egin reading the aw of Success lessons you should 4now something of the history of the course. (ou should 4now eBactly what the course promises to those who follow it until they ha1e assimilated the laws and principles upon which it is 2ased. (ou should 4now its limitations as well as its possi2ilities as an aid in your fight for a place in the world. From the 1iewpoint of entertainment the aw of Success course would 2e a poor second for most any of the monthly periodicals of the PSnappy StoryP 1ariety which may 2e found upon the news stands of today. The course has 2een created for the serious:minded person who de1otes at least a portion of his or her time to the 2usiness of succeeding in life. The author of the aw of Success course has not intended to compete with those who write purely for the purpose of entertaining. The author6s aim, in preparing this course, has 2een of a two:fold nature, namely, first:to help the earnest student find out what are his or her wea4nesses, and, secondly:to help create a #"F!+!T" P *+ for 2ridging those wea4nesses. The most successful men and women on earth ha1e had to correct certain wea4 spots in their personalities 2efore they 2egan to succeed. The most outstanding of these wea4nesses which stand 2etween men and women and success are !+TO ")*+.", .UP!#!T(, /)""#, 3"* OUS(, SUSP!.!O+, )","+/", "/OT!S-, .O+."!T, TH" T"+#"+.( TO )"*P WH")" TH"( H*," +OT SOW+, and the H*B!T OF SP"+#!+/ -O)" TH*+ TH"( "*)+. *ll of these common enemies of man4ind, and many more not here mentioned, are co1ered 2y the aw of Success course in such a manner that any person of reasona2le intelligence may master them with 2ut little effort or incon1enience. (ou should 4now, at the 1ery outset, that the aw of Success course has long since passed through the eBperimental state? that it already has to its credit a record of achie1ement that is worthy of serious thought and analysis. (ou should 4now, also, that the aw of Success course has 2een eBamined and endorsed 2y some of the most practical minds of this generation. The aw of Success course was first used as a lecture, and was deli1ered 2y its author in practically e1ery city and in many of the smaller localities, throughout the United States, o1er a period of more than se1en years. Perhaps you were one of the many hundreds of thousands of people who heard this lecture. #uring these lectures the author had assistants located in the audiences for the purpose of interpreting the reaction of those who heard the lecture, and in this manner he learned eBactly what effect it had upon people. *s a result of this study and analysis many changes were made. The first 2ig 1ictory was gained for the aw of Success philosophy when it was used 2y the author F$HF

as the 2asis of a course with which C,@@@ men and women were trained as a sales army. The maEority of these people were without pre1ious eBperience, of any sort, in the field of selling. Through this training they were ena2led to earn more than One -illion #ollars 8Q$,@@@,@@@.@@9 for themsel1es and paid the author QC@,@@@.@@ for his ser1ices, co1ering a period of approBimately siB months. The indi1iduals and small groups of salespeople who ha1e found success through the aid of this course are too numerous to 2e mentioned in this !ntroduction, 2ut the num2er is large and the 2enefits they deri1ed from the course were definite. The aw of Success philosophy was 2rought to the attention of the late #on ). -ellett, former pu2lisher of the .anton 8Ohio9 #aily +ews, who formed a partnership with the author of the course and was preparing to resign as pu2lisher of the .anton #aily +ews and ta4e up the 2usiness management of the author6s affairs when he was assassinated on 3uly $K, $%&K. Prior to his death -r. -ellett had made arrangements with Eudge "l2ert H. /ary, who was then .hairman of the Board of the United States Steel .orporation, to present the aw of Success course to e1ery employee of the Steel .orporation, at a total cost of something li4e Q$H@,@@@.@@. This plan was halted 2ecause of Eudge /ary6s death, 2ut it pro1es that the author of the aw of Success has produced an educational plan of an enduring nature. 3udge /ary was eminently prepared to Eudge the 1alue of such a course, and the fact that he analy;ed the aw of Success philosophy and was preparing to in1est the huge sum of Q$H@,@@@.@@ in it is proof of the soundness of all that is said in 2ehalf of the course. (ou will o2ser1e, in this /eneral !ntroduction to the course, a few technical terms which may not 2e plain to you. #o not allow this to 2other you. -a4e no attempt at first reading to understand these terms. They will 2e plain to you after you read the remainder of the course. This entire !ntroduction is intended only as a 2ac4ground for the other fifteen lessons of the course, and you should read it as such. (ou will not 2e eBamined on this !ntroduction, 2ut you should read it many times, as you will get from it at each reading a thought or an idea which you did not get on pre1ious readings. !n this !ntroduction you will find a description of a newly disco1ered law of psychology which is the 1ery foundation stone of all outstanding personal achie1ements. This law has 2een referred to 2y the author as the P-aster -ind,Pmeaning a mind that is de1eloped through the harmonious co:operation of two or more people who ally themsel1es for the purpose of accomplishing any gi1en tas4. !f you are engaged in the 2usiness of selling you may profita2ly eBperiment with this law of the P-aster -indP in your daily wor4. !t has 2een found that a group of siB or se1en salespeople may use the law so effecti1ely that their sales may 2e increased to un2elie1a2le proportions. ife !nsurance is supposed to 2e the hardest thing on earth to sell. This ought not to 2e true, with an esta2lished necessity such as life insurance, 2ut it is. #espite this fact, a small group of men wor4ing for the Prudential ife !nsurance .ompany, whose sales are mostly small policies, formed a little friendly group for the purpose of eBperimenting with the law of the P-aster -ind,P with the result that e1ery man in the group wrote more insurance during the first three months of the eBperiment than he had e1er written in an entire year 2efore. What may 2e accomplished through the aid of this principle, 2y any small group of intelligent life: insurance salesmen who ha1e learned how to apply the law of the P-aster -indP will stagger the imagination of the most highly optimistic and imaginati1e person. The same may 2e said of other groups of salespeople who are engaged in selling merchandise and other more tangi2le forms of ser1ice than life insurance. Bear this in mind as you read this !ntroduction to the aw of Success course and it is not unreasona2le to eBpect that this !ntroduction, alone, may gi1e you sufficient understanding of the law to change the entire course of your life.

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+O -*+ H*S * .H*+." TO "+3O( P")-*+"+T SU.."SS U+T! H" B"/!+S TO OO> !+ * -!))O) FO) TH" )"* .*US" OF * H!S -!ST*>"S. : +apoleon Hill

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!t is the personalities 2ac4 of a 2usiness which determine the measure of success the 2usiness will enEoy. -odify those personalities so they are more pleasing and more attracti1e to the patrons of the 2usiness and the 2usiness will thri1e. !n any of the great cities of the United States one may purchase merchandise of similar nature and price in scores of stores, yet you will find there is always one outstanding store which does more 2usiness than any of the others, and the reason for this is that 2ac4 of that store is a man, or men, who has attended to the personalities of those who come in contact with the pu2lic. People 2uy personalities as much as merchandise, and it is a Muestion if they are not influenced more 2y the personalities with which they come in contact than they are 2y the merchandise. ife insurance has 2een reduced to such a scientific 2asis that the cost of insurance does not 1ary to any great eBtent, regardless of the company from which one purchases it, yet out of the hundreds of life insurance companies doing 2usiness less than a do;en companies do the 2ul4 of the 2usiness of the United States. WhyL Personalities< +inety:nine people out of e1ery hundred who purchase life insurance policies do not 4now what is in their policies and, what seems more startling, do not seem to care. What they really purchase is the pleasing personality of some man or woman who 4nows the 1alue of culti1ating such a personality. (our 2usiness in life, or at least the most important part of it, is to achie1e success. Success, within the meaning of that term as co1ered 2y this course on the Fifteen aws of Success, is Pthe attainment of your #efinite .hief *im without 1iolating the rights of other people.P )egardless of what your maEor aim in life may 2e, you will attain it with much less difficulty after you learn how to culti1ate a pleasing personality and after you ha1e learned the delicate art of allying yourself with others in a gi1en underta4ing without friction or en1y. One of the greatest pro2lems of life, if not, in fact, the greatest, is that of learning the art of harmonious negotiation with others. This course was created for the purpose of teaching people how to negotiate their way through life with harmony and poise, free from the destructi1e effects of disagreement and friction which 2ring millions of people to misery, want and failure e1ery year. With this statement of the purpose of the course you should 2e a2le to approach the lessons with the feeling that a complete transformation is a2out to ta4e place in your personality. (ou cannot enEoy outstanding success in life without power, and you can ne1er enEoy power without sufficient personality to influence other people to cooperate with you in a spirit of harmony. This course shows you step 2y step how to de1elop such a personality. esson 2y lesson, the following is a statement of that which you may eBpect to recei1e from the Fifteen aws of SuccessO !. * #"F!+!T" .H!"F *!- will teach you how to sa1e the wasted effort which the maEority of people eBpend in trying to find their life:wor4. This lesson will show you how to do away fore1er with aimlessness and fiB your heart and hand upon some definite, well concei1ed purpose as a life: wor4. !!. S" F:.O+F!#"+." will help you master the siB 2asic fears with which e1ery person is cursed: the fear of Po1erty, the fear of !ll Health, the fear of Old *ge, the fear of .riticism, the fear of oss of o1e of Someone and the fear of #eath. !t will teach you the difference 2etween egotism and real self:confidence which is 2ased upon definite, usa2le 4nowledge. !!!.H*B!T OF S*,!+/ will teach you how to distri2ute your income systematically so that a definite percentage of it will steadily accumulate, thus forming one of the greatest 4nown sources of personal power. +o one may succeed in life without sa1ing money. There is no eBception to this rule, and no one may escape it. F$'F

!,.!+!T!*T!," *+# "*#")SH!P will show you how to 2ecome a leader instead of a follower in

your chosen field of endea1or. !t will de1elop in you the instinct for leadership which will cause you gradually to gra1itate to the top in all underta4ings in which you participate. ,. !-*/!+*T!O+ will stimulate your mind so that you will concei1e new ideas and de1elop new plans which will help you in attaining the o2Eect of your #efinite .hief *im. This lesson will teach you how to P2uild new houses out of old stones,P so to spea4. !t will show you how to create new ideas out of old, well 4nown concepts,and how to put old ideas to new uses. This one lesson, alone, is the eMui1alent of a 1ery practical course in salesmanship, and it is sure to pro1e a 1erita2le gold mine of 4nowledge to the person who is in earnest. ,!."+THUS!*S- will ena2le you to PsaturateP all with whom you come in contact with interest in you and in your ideas. "nthusiasm is the foundation of a Pleasing Personality, and you must ha1e such a personality in order to influence others to co:operate with you. ,!!.S" F:.O+T)O is the P2alance wheelP with which you control your enthusiasm and direct it where you wish it to carry you. This lesson will teach you, in a most practical manner, to 2ecome Pthe master of your fate, the .aptain of your Soul.P ,!!!.TH" H*B!T OF #O!+/ -O)" TH*+ P*!# FO) is one of the most important lessons of the aw of Success course. !t will teach you how to ta4e ad1antage of the aw of !ncreasing )eturns, which will e1entually insure you a return in money far out of proportion to the ser1ice you render. +o one may 2ecome a real leader in any wal4 of life without practicing the ha2it of doing more wor4 and 2etter wor4 than that for which he is paid. !A.P "*S!+/ P")SO+* !T( is the PfulcrumP on which you must place the Pcrow:2arP of your efforts, and when so placed, with intelligence, it will ena2le you to remo1e mountains of o2stacles. This one lesson, alone, has made scores of -aster Salesmen. !t has de1eloped leaders o1er night. !t will teach you how to transform your personality so that you may adapt yourself to any en1ironment, or to any other personality, in such a manner that you may easily dominate. A. *..U)*T" TH!+>!+/ is one of the important foundation stones of all enduring success. This lesson teaches you how to separate PfactsP from mere Pinformation.P !t teaches you how to organi;e 4nown facts into two classesO the PimportantP and the Punimportant.P !t teaches you how to determine what is an PimportantP fact. !t teaches you how to 2uild definite wor4ing plans, in the pursuit of any calling, out of F*.TS. A!..O+."+T)*T!O+ teaches you how to focus your attention upon one su2Eect at a time until you ha1e wor4ed out practical plans for mastering that su2Eect. !t will teach you how to ally yourself with others in such a manner that you may ha1e the use of their entire 4nowledge to 2ac4 you up in your own plans and purposes. !t will gi1e you a practical wor4ing 4nowledge of the forces around you, and show you how to harness and use these forces in furthering your own interests. A!!..O:OP")*T!O+ will teach you the 1alue of team:wor4 in all you do. !n this lesson you will 2e taught how to apply the law of the P-aster -indP descri2ed in this !ntroduction and in esson Two of this course. This lesson will show you how to co:ordinate your own efforts with those of others, in such a manner that friction, Eealousy, strife, en1y and cupidity will 2e eliminated. (ou will learn how to ma4e use of all that other people ha1e learned a2out the wor4 in which you are engaged. A!!!. P)OF!T!+/ B( F*! U)" will teach you how to ma4e stepping stones out of all of your past and future mista4es and failures. !t will teach you the difference 2etween PfailureP and Ptemporary defeat,P a difference which is 1ery great and 1ery important. !t will teach you how to profit 2y your own failures and 2y the failures of other people.

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!f you must slander someone don6t spea4 it: 2ut write it : write it in the sand, near the water6s edge< : +apoleon Hill

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A!,. TO ")*+." will teach you how to a1oid the disastrous effects of racial and religious preEudices which mean defeat for millions of people who permit themsel1es to 2ecome entangled in foolish argument o1er these su2Eects, there2y poisoning their own minds and closing the door to reason and in1estigation. This lesson is the twin sister of the one on *..U)*T" THOU/HT, for the reason that no one may 2ecome an *ccurate Thin4er without practicing tolerance. !ntolerance closes the 2oo4 of >nowledge and writes on the co1er, PFinis< ! ha1e learned it all<P !ntolerance ma4es enemies of those who should 2e friends. !t destroys opportunity and fills the mind with dou2t, mistrust and preEudice. A,. P)*.T!.!+/ TH" /O #"+ )U " will teach you how to ma4e use of this great uni1ersal law of human conduct in such a manner that you may easily get harmonious co:operation from any indi1idual or group of indi1iduals. ac4 of understanding of the law upon which the /olden )ule philosophy is 2ased is one of the maEor causes of failure of millions of people who remain in misery, po1erty and want all their li1es. This lesson has nothing whatsoe1er to do with religion in any form, nor with sectarianism, nor ha1e any of the other lessons of this course on the aw of Success. When you ha1e mastered these Fifteen aws and made them your own, as you may do within a period of from fifteen to thirty wee4s, you will 2e ready to de1elop sufficient personal power to insure the attainment of your #efinite .hief *im. The purpose of these Fifteen aws is to de1elop or help you organi;e all the 4nowledge you ha1e, and all you acMuire in the future, so you may turn this 4nowledge into POW"). (ou should read the aw of Success course with a note:2oo4 2y your side, for you will o2ser1e that ideas will 2egin to PflashP into your mind as you read, as to ways and means of using these laws in ad1ancing your own interests. (ou should also 2egin teaching these laws to those in whom you are most interested, as it is a well 4nown fact that the more one tries to teach a su2Eect the more he learns a2out that su2Eect. * man who has a family of young 2oys and girls may so indeli2ly fiB these Fifteen aws of Success in their minds that this teaching will change the entire course of their li1es. The man with a family should interest his wife in studying this course with him, for reasons which will 2e plain 2efore you complete reading this !ntroduction. POW") is one of the three 2asic o2Eects of human endea1or. POW") is of two classes:that which is de1eloped through co:ordination of natural physical laws, and that which is de1eloped 2y organi;ing and classifying >+OW "#/". POW") growing out of organi;ed 4nowledge is the more important 2ecause it places in man6s possession a tool with which he may transform, redirect and to some eBtent harness and use the other form of power. The o2Eect of this reading course is to mar4 the route 2y which the student may safely tra1el in gathering such facts as he may wish to wea1e into his fa2ric of >+OW "#/". There are two maEor methods of gathering 4nowledge, namely, 2y studying, classifying and assimilating facts which ha1e 2een organi;ed 2y other people, and through one6s own process of gathering, organi;ing and classifying facts, generally called Ppersonal eBperience.P This lesson deals mainly with the ways and means of studying the facts and data gathered and classified 2y other people.

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The state of ad1ancement 4nown as Pci1ili;ationP is 2ut the measure of 4nowledge which the race has accumulated. This 4nowledge is of two classes T mental and physical. *mong the useful 4nowledge organi;ed 2y man, he has disco1ered and catalogued the eighty:odd physical elements of which all material forms in the uni1erse consist. By study and analysis and accurate measurements man has disco1ered the P2ignessP of the material side of the uni1erse as represented 2y planets, suns and stars, some of which are 4nown to 2e o1er ten million times as large as the little earth on which he li1es. On the other hand, man has disco1ered the PlittlenessP of the physical forms which constitute the uni1erse 2y reducing the eighty:odd physical elements to molecules, atoms, and, finally, to the smallest particle, the electron. *n electron cannot 2e seen? it is 2ut a center of force consisting of a positi1e or a negati1e. The electron is the 2eginning of e1erything of a physical nature. -O ".U "S, *TO-S *+# " ".T)O+SO To understand 2oth the detail and the perspecti1e of the process through which 4nowledge is gathered, organi;ed and classified, it seems essential for the student to 2egin with the smallest and simplest particles of physical matter, 2ecause these are the * B .6s with which +ature has constructed the entire frame:wor4 of the physical portion of the uni1erse. The molecule consists of atoms, which are said to 2e little in1isi2le particles of matter re1ol1ing continuously with the speed of lightning, on eBactly the same principle that the earth re1ol1es around the sun. These little particles of matter 4nown as atoms, which re1ol1e in one continuous circuit, in the molecule, are said to 2e made up of electrons, the smallest particles of physical matter. *s already stated, the electron is nothing 2ut two forms of force. The electron is uniform, of 2ut one class, si;e and nature?thus in a grain of sand or a drop of water the entire principle upon which the whole uni1erse operates is duplicated. How mar1elous< How stupendous< (ou may gather some slight idea of the magnitude of it all the neBt time you eat a meal, 2y remem2ering that e1ery article of food you eat, the plate on which you eat it, the ta2leware and the ta2le itself are, in final analysis, 2ut a collection of " ".T)O+S. !n the world of physical matter, whether one is loo4ing at the largest star that floats through the hea1ens or the smallest grain of sand to 2e found on earth, the o2Eect under o2ser1ation is 2ut an organi;ed collection of molecules, atoms and electrons re1ol1ing around one another at inconcei1a2le speed. "1ery particle of physical matter is in a continuous state of highly agitated motion. +othing is e1er still, although nearly all physical matter may appear, to the physical eye, to 2e motionless. There is no PsolidP physical matter. The hardest piece of steel is 2ut an organi;ed mass of re1ol1ing molecules, atoms and electrons. -oreo1er, the electrons in a piece of steel are of the same nature, and mo1e at the same rate of speed as the electrons in gold, sil1er, 2rass or pewter. The eighty:odd forms of physical matter appear to 2e different from one another, and they are different, 2ecause they are made up of different com2inations of atoms 8although the electrons in these atoms are always the same, eBcept that some electrons are positi1e and some are negati1e, meaning that some carry a positi1e charge of electrification while others carry a negati1e charge9. Through the science of chemistry, matter may 2e 2ro4en up into atoms which are, within themsel1es, unchangea2le. The eighty:odd elements are created through and 2y reason of com2ining and changing of the positions of the atoms. To illustrate the modus operandi of chemistry through which this change of atomic position is wrought, in terms of modern scienceO

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#on6t 2e afraid of a little opposition. )emem:2er that the P>iteP of Success generally rises */*!+ST the wind of *d1ersity : not with it<

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P*dd four electrons 8two positi1e and two negati1e9 to the hydrogen atom, and you ha1e the element lithium? 4noc4 out of the lithium atom 8composed of three positi1e and three negati1e electrons9 one positi1e and one negati1e electron, and you ha1e one atom of helium 8composed of two positi1e and two negati1e electrons9. Thus it may 2e seen that the eighty:odd physical elements of the uni1erse differ from one another only in the num2er of electrons composing their atoms, and the num2er and arrangement of those atoms in the molecules of each element. *s an illustration, an atom of mercury contains eighty positi1e charges 8electrons9 in its nucleus, and eighty negati1e outlying charges 8electrons9. !f the chemist were to eBpel two of its positi1e electrons it would instantly 2ecome the metal 4nown as platinum. !f the chemist could then go a step further and ta4e from it a negati1e 8PplanetaryP9 electron, the mercury atom would then ha1e lost two positi1e electrons and one negati1e?that is, one positi1e charge on the whole? hence it would retain se1enty:nine positi1e charges in the nucleus and se1enty:nine outlying negati1e electrons, there2y 2ecoming /O #< The formula through which this electronic change might 2e produced has 2een the o2Eect of diligent search 2y the alchemists all down the ages, and 2y the modern chemists of today. !t is a fact 4nown to e1ery chemist that literally tens of thousands of synthetic su2stances may 2e composed out of only four 4inds of atoms, 1i;.O hydrogen, oBygen, nitrogen and car2on. P#ifferences in the num2er of electrons in atoms confer upon them Mualitati1e 8chemical9 differences, though all atoms of any one element are chemically ali4e. #ifferences in the num2er and spacial arrangement of these atoms 8in groups of molecules9 constitute 2oth physical and chemical differences in su2stances, i.e., in compounds. 7uite different su2stances are produced 2y com2inations of precisely the same 4inds of atoms, 2ut in different proportions. PTa4e from a molecule of certain su2stances one single atom, and they may 2e changed from a compound necessary to life and growth into a deadly poison. Phosphorus is an element, and thus contains 2ut one 4ind of atoms? 2ut some phosphorus is yellow and some is red, 1arying with the spacial distri2ution of the atoms in the molecules composing the phosphorus.P !t may 2e stated as a literal truth that the atom is the uni1ersal particle with which +ature 2uilds all material forms, from a grain of sand to the largest star that floats through space. The atom is +ature6s P2uilding 2loc4P out of which she erects an oa4 tree or a pine, a roc4 of sandstone or granite, a mouse or an elephant. Some of the a2lest thin4ers ha1e reasoned that the earth on which we li1e, and e1ery material particle on the earth, 2egan with two atoms which attached themsel1es to each other, and through hundreds of millions of years of flight through space, 4ept contacting and accumulating other atoms until, step 2y step, the earth was formed. This, they point out, would account for the 1arious and differing strata of the earth6s su2stances, such as the coal 2eds, the iron ore deposits, the gold and sil1er deposits, the copper deposits, etc. They reason that, as the earth whirled through space, it contacted groups of 1arious 4inds of ne2ulae, or atoms, which it promptly appropriated, through the law of magnetic attraction. There is much to 2e seen, in the earth6s surface composition, to support this theory, although there may 2e no positi1e e1idence of its soundness. These facts concerning the smallest analy;a2le particles of matter ha1e 2een 2riefly referred to as a starting point from which we shall underta4e to ascertain how to de1elop and apply the law of POW"). !t has 2een noticed that all matter is in a constant state of 1i2ration or motion? that the molecule is made up of rapidly mo1ing particles called atoms, which, in turn, are made up of rapidly mo1ing particles called electrons. F&GF

TH" ,!B)*T!+/ F U!# OF -*TT")O !n e1ery particle of matter there is an in1isi2le PfluidP or force which causes the atoms to circle around one another at an inconcei1a2le rate of speed. This PfluidP is a form of energy which has ne1er 2een analy;ed. Thus far it has 2affled the entire scientific world. By many scientists it is 2elie1ed to 2e the same energy as that which we call electricity. Others prefer to call it 1i2ration. !t is 2elie1ed 2y some in1estigators that the rate of speed with which this force 8call it whate1er you will9 mo1es determines to a large eBtent the nature of the outward 1isi2le appearance of the physical o2Eects of the uni1erse. One rate of 1i2ration of this Pfluid energyP causes what is 4nown as sound. The human ear can detect only the sound which is produced through from C&,@@@ to C',@@@ 1i2rations per second. *s the rate of 1i2rations per second increases a2o1e that which we call sound they 2egin to manifest themsel1es in the form of heat. Heat 2egins with a2out $,H@@,@@@ 1i2rations per second. Still higher up the scale 1i2rations 2egin to register in the form of light. C,@@@,@@@ 1i2rations per second create 1iolet light. *2o1e this num2er 1i2ration sheds ultra:1iolet rays 8which are in1isi2le to the na4ed eye9 and other in1isi2le radiations. *nd, still higher up the scale:Eust how high no one at present seems to 4now:1i2rations create the power with which man TH!+>S. !t is the 2elief of the author that the PfluidP portion of all 1i2ration, out of which grow all 4nown forms of energy, is uni1ersal in nature? that the PfluidP portion of sound is the same as the PfluidP portion of light, the difference in effect 2etween sound and light 2eing only a difference in rate of 1i2ration, also that the PfluidP portion of thought is eBactly the same as that in sound, heat and light, eBcepting the num2er of 1i2rations per second. 3ust as there is 2ut one form of physical matter, of which the earth and all the other planets:suns and stars:are composed:the electron:so is there 2ut one form of PfluidP energy, which causes all matter to remain in a constant state of rapid motion. *!) *+# "TH")O The 1ast space 2etween the suns, moons, stars and other planets of the uni1erse is filled with a form of energy 4nown as ether. !t is this author6s 2elief that the PfluidP energy which 4eeps all particles of matter in motion is the same as the uni1ersal PfluidP 4nown as ether which fills all the space of the uni1erse. Within a certain distance of the earth6s surface, estimated 2y some to 2e a2out fifty miles,there eBists what is called air, which is a gaseous su2stance composed of oBygen and nitrogen. *ir is a conductor of sound 1i2rations, 2ut a non:conductor of light and the higher 1i2rations, which are carried 2y the ether. The ether is a conductor of all 1i2rations from sound to thought. *ir is a locali;ed su2stance which performs, in the main, the ser1ice of feeding all animal and plant life with oBygen and nitrogen, without which neither could eBist. +itrogen is one of the chief necessities of plant life and oBygen one of the mainstays of animal life. +ear the top of 1ery high mountains the air 2ecomes 1ery light, 2ecause it contains 2ut little nitrogen, which is the reason why plant life cannot eBist there. On the other hand, the PlightP air found in high altitudes consists largely of oBygen, which is the chief reason why tu2ercular patients are sent to high altitudes.

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"1en this 2rief statement concerning molecules, atoms, electrons, air, ether and the li4e, may 2e hea1y reading to the student, 2ut, as will 2e seen shortly, this introduction plays an essential part as the foundation of this lesson. #o not 2ecome discouraged if the description of this foundation appears to ha1e none of the thrilling effects of a modern tale of fiction. (ou are seriously engaged in finding out what are your a1aila2le powers and how to organi;e and apply these powers. To complete this disco1ery successfully F&HF

)ender more ser1ice than that for which you are paid and you will soon 2e paid for more than you render. The law of P!ncreasing )eturnsP ta4es care of this.

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you must com2ine determination, persistency and a well defined #"S!)" to gather and organi;e 4nowledge.

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The late #r. *leBander /raham Bell, in1entor of the long distance telephone and one of the accepted authorities on the su2Eect of 1i2ration, is here introduced in support of this author6s theories concerning the su2Eect of 1i2rationO PSuppose you ha1e the power to ma4e an iron rod 1i2rate with any desired freMuency in a dar4room. *t first, when 1i2rating slowly, its mo1ement will 2e indicated 2y only one sense, that of touch. *s soon as the 1i2rations increase, a low sound will emanate from it and it will appeal to two senses. P*t a2out C&,@@@ 1i2rations to the second the sound will 2e loud and shrill, 2ut at G@,@@@ 1i2rations it will 2e silent and the mo1ements of the rod will not 2e percei1ed 2y touch. !ts mo1ements will 2e percei1ed 2y no ordinary human sense. PFrom this point up to a2out $,H@@,@@@ 1i2rations per second, we ha1e no sense that can appreciate any effect of the inter1ening 1i2rations. *fter that stage is reached, mo1ement is indicated first 2y the sense of temperature and then, when the rod 2ecomes red hot, 2y the sense of sight. *t C,@@@,@@@ it sheds 1iolet light. *2o1e that it sheds ultra:1iolet rays and other in1isi2le radiations, some of which can 2e percei1ed 2y instruments and employed 2y us. P+ow it has occurred to me that there must 2e a great deal to 2e learned a2out the effect of those 1i2rations in the great gap where the ordinary human senses are una2le to hear, see or feel the mo1ement. The power to send wireless messages 2y ether 1i2rations lies in that gap, 2ut the gap is so great that it seems there must 2e much more. (ou must ma4e machines practically to supply new senses, as the wireless instruments do. P.an it 2e said, when you thin4 of that great gap, that there are not many forms of 1i2rations that may gi1e us results as wonderful as, or e1en more wonderful than, the wireless wa1esL !t seems to me that in this gap lie the 1i2rations which we ha1e assumed to 2e gi1en off 2y our 2rains and ner1e cells when we thin4. But then, again, they may 2e higher up, in the scale 2eyond the 1i2rations that produce the ultra:1iolet rays. U*UTHO)6S +OT"OThe last sentence suggests the theory held 2y this author.V P#o we need a wire to carry these 1i2rationsL Will they not pass through the ether without a wire, Eust as the wireless wa1es doL How will they 2e percei1ed 2y the recipientL Will he hear a series of signals or will he find that another man6s thoughts ha1e entered into his 2rainL PWe may indulge in some speculations 2ased on what we 4now of the wireless wa1es, which, as ! ha1e said, are all we can recogni;e of a 1ast series of 1i2rations which theoretically must eBist. !f the thought wa1es are similar to the wireless wa1es, they must pass from the 2rain and flow endlessly around the world and the uni1erse. The 2ody and the s4ull and other solid o2stacles would form no o2struction to their passage, as they pass through the ether which surrounds the molecules of e1ery su2stance, no matter how solid and dense. P(ou as4 if there would not 2e constant interference and confusion if other people6s thoughts were flowing through our 2rains and setting up thoughts in them that did not originate with oursel1esL PHow do you 4now that other men6s thoughts are not interfering with yours nowL ! ha1e noticed a good many phenomena of mind distur2ances that ! ha1e ne1er 2een a2le to eBplain. For instance, there is the inspiration or the discouragement that a spea4er feels in addressing an audience. ! ha1e eBperienced this many times in my life and ha1e ne1er 2een a2le to define eBactly the physical causes of it. P-any recent scientific disco1eries, in my opinion, point to a day not far distant perhaps, when F&NF

men will read one another6s thoughts, when thoughts will 2e con1eyed directly from 2rain to 2rain without inter1ention of speech, writing or any of the present 4nown methods of communication. P!t is not unreasona2le to loo4 forward to a time when we shall see without eyes, hear without ears and tal4 without tongues. PBriefly, the hypothesis that mind can communicate directly with mind rests on the theory that thought or 1ital force is a form of electrical distur2ance, that it can 2e ta4en up 2y induction and transmitted to a distance either through a wire or simply through the all:per1ading ether, as in the case of wireless telegraph wa1es. PThere are many analogies which suggest that thought is of the nature of an electrical distur2ance. * ner1e, which is of the same su2stance as the 2rain, is an eBcellent conductor of the electric current. When we first passed an electrical current through the ner1es of a dead man we were shoc4ed and ama;ed to see him sit up and mo1e. The electrified ner1es produced contraction of the muscles 1ery much as in life. PThe ner1es appear to act upon the muscles 1ery much as the electric current acts upon an electromagnet. The current magneti;es a 2ar of iron placed at right angles to it,and the ner1es produce, through the intangi2le current of 1ital force that flows through them, contraction of the muscular fi2ers that are arranged at right angles to them. P!t would 2e possi2le to cite many reasons why thought and 1ital force may 2e regarded as of the same nature as electricity. The electric current is held to 2e a wa1e motion of the ether, the hypothetical su2stance that fills all space and per1ades all su2stances. We 2elie1e that there must 2e ether 2ecause without it the electric current could not pass through a 1acuum, or sunlight through space. !t is reasona2le to 2elie1e that only a wa1e motion of a similar character can produce the phenomena of thought and 1ital force. We may assume that the 2rain cells act as a 2attery and that the current produced flows along the ner1es. PBut does it end thereL #oes it not pass out of the 2ody in wa1es which flow around the world unpercei1ed 2y our senses, Eust as the wireless wa1es passed unpercei1ed 2efore Hert; and others disco1ered their eBistenceLP ",")( -!+# BOTH * B)O*#.*ST!+/ *+# * )"."!,!+/ ST*T!O+O This author has pro1ed, times too numerous to enumerate, to his own satisfaction at least, that e1ery human 2rain is 2oth a 2roadcasting and a recei1ing station for 1i2rations of thought freMuency. !f this theory should turn out to 2e a fact, and methods of reasona2le control should 2e esta2lished, imagine the part it would play in the gathering, classifying and organi;ing of 4nowledge. The possi2ility, much less the pro2a2ility, of such a reality, staggers the mind of man< Thomas Paine was one of the great minds of the *merican )e1olutionary Period. To him more, perhaps, than to any other one person, we owe 2oth the 2eginning and the happy ending of the )e1olution, for it was his 4een mind that 2oth helped in drawing up the #eclaration of !ndependence and in persuading the signers of that document to translate it into terms of reality. !n spea4ing of the source of his great storehouse of 4nowledge, Paine thus descri2ed itO P*ny person, who has made o2ser1ations on the state of progress of the human mind, 2y o2ser1ing his own, cannot 2ut ha1e o2ser1ed that there are two distinct classes of what are called ThoughtsO those that we produce in oursel1es 2y reflection and the act of thin4ing, and those that 2olt into the mind of their own accord. ! ha1e always made it a rule to treat these 1oluntary 1isitors with ci1ility, ta4ing care to eBamine, as well as ! was a2le, if they were worth entertaining? and it is from them ! ha1e acMuired almost all the 4nowledge that ! ha1e. *s to the learning that any person gains from school education, it ser1es only li4e a small capital, to put him in the way of 2eginning learning for himself afterwards. "1ery person F&'F

"1ery failure is a 2less:ing in disguise, pro1iding it teaches some needed lesson one could not ha1e learned without it. -ost so:called Failures are only temporary defeats.

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of learning is finally his own teacher, the reason for which is, that principles cannot 2e impressed upon the memory? their place of mental residence is the understanding, and they are ne1er so lasting as when they 2egin 2y conception.P !n the foregoing words Paine, the great *merican patriot and philosopher, descri2ed an eBperience which at one time or another is the eBperience of e1ery person. Who is there so unfortunate as not to ha1e recei1ed positi1e e1idence that thoughts and e1en complete ideas will PpopP into the mind from outside sourcesL What means of con1eyance is there for such 1isitors eBcept the etherL "ther fills the 2oundless space of the uni1erse. !t is the medium of con1eyance for all 4nown forms of 1i2ration such as sound, light and heat. Why should it not 2e, also, the medium of con1eyance of the 1i2ration of ThoughtL "1ery mind, or 2rain, is directly6 connected with e1ery other 2rain 2y means of the ether. "1ery thought released 2y any 2rain may 2e instantly pic4ed up and interpreted 2y all other 2rains that are Pen rapportP with the sending 2rain. This author is as sure of this fact as he is that the chemical formula H&O will produce water. !magine, if you can, what a part this principle plays in e1ery wal4 of life. +or is the pro2a2ility of ether 2eing a con1eyor of thought from mind to mind the most astounding of its performances. !t is the 2elief of this author that e1ery thought 1i2ration released 2y any 2rain is pic4ed up 2y the ether and 4ept in motion in circuitous wa1e lengths corresponding in length to the intensity of the energy used in their release? that these 1i2rations remain in motion fore1er? that they are one of the two sources from which thoughts which PpopP into one6s mind emanate, the other source 2eing direct and, immediate contact through the ether with the 2rain releasing the thought 1i2ration. Thus it will 2e seen that if this theory is a fact the 2oundless space of the whole uni1erse is now and will continue to 2ecome literally a mental li2rary wherein may 2e found all the thoughts released 2y man4ind. The author is here laying the foundation for one of the most important hypotheses enumerated in the lesson Self:confidence, a fact which the student should 4eep in mind as he approaches that lesson. This is a lesson on Organi;ed >nowledge. -ost of the useful 4nowledge to which the human race has 2ecome heir has 2een preser1ed and accurately recorded in +ature6s Bi2le. By turning 2ac4 the pages of this unaltera2le Bi2le man has read the story of? the terrific struggle through and out of which the present ci1ili;ation has grown. The pages of this Bi2le are made up of the physical elements of which this earth and the other planets consist, and of the ether which fills all space. By turning 2ac4 the pages written on stone and co1ered near the surface of this earth on which he li1es, man has unco1ered the 2ones, s4eletons, footprints and other unmista4a2le e1idence of the history of animal life on this earth, planted there for his enlightenment and guidance 2y the hand of -other +ature throughout un2elie1a2le periods of time. The e1idence is plain and unmista4a2le. The great stone pages of +ature6s Bi2le found on this earth and the endless pages of that Bi2le represented 2y the ether wherein all past human thought has 2een recorded, constitute an authentic source of communication 2etween the .reator and man. This Bi2le was 2egun 2efore man had reached the thin4ing stage? indeed, 2efore man had reached the amoe2a 8one:cell animal9 stage of de1elopment. This Bi2le is a2o1e and 2eyond the power of man to alter. -oreo1er, it tells its story not in the ancient dead languages or hieroglyphics of half sa1age races, 2ut in uni1ersal language which all who ha1e eyes may read. +ature6s Bi2le, from which we ha1e deri1ed all the 4nowledge that is worth 4nowing, is one that no man may alter or in any manner tamper with. The most mar1elous disco1ery yet made 2y man is that of the recently disco1ered radio principle, which operates through the aid of ether, an important portion of +ature6s Bi2le. !magine the ether pic4ing up the ordinary 1i2ration of sound, and transforming that 1i2ration from audio:freMuency into radio: freMuency, carrying it to a properly attuned recei1ing station and there transforming it 2ac4 into its FC@F

original form of audio:freMuency, all in the flash of a second. !t should surprise no one that such a force could gather up the 1i2ration of thought and 4eep that 1i2ration in motion fore1er. The esta2lished and 4nown fact of instantaneous transmission of sound, through the agency of the ether, 2y means of the modern radio apparatus, remo1es the theory of transmission of thought 1i2ration from mind to mind from the possi2le to the pro2a2le. TH" -*ST") -!+#O We come, now, to the neBt step in the description of the ways and means 2y which one may gather, classify and organi;e useful 4nowledge, through harmonious alliance of two or more minds, out of which grows a -aster -ind. The term P-aster -indP is a2stract, and has no counterpart in the field of 4nown facts, eBcept to a small num2er of people who ha1e made a careful study of the effect of one mind upon other minds. This author has searched in 1ain through all the teBt2oo4s and essays a1aila2le on the su2Eect of the human mind, 2ut nowhere has 2een found e1en the slightest reference to the principle here descri2ed as the P-aster -ind.P The term first came to the attention of the author through an inter1iew with *ndrew .arnegie, in the manner descri2ed in esson Two. .H"-!ST)( OF TH" -!+#O !t is this author6s 2elief that the mind is made up of the same uni1ersal PfluidP energy as that which constitutes the ether which fills the uni1erse. !t is a fact as well 4nown to the layman as to the man of scientific in1estigation, that some minds clash the moment they come in contact with each other, while other minds show a natural affinity for each other. Between the two eBtremes of natural antagonism and natural affinity growing out of the meeting or contacting of minds there is a wide range of possi2ility for 1arying reactions of mind upon mind. Some minds are so naturally adapted to each other that Plo1e at first sightP is the ine1ita2le outcome of the contact. Who has not 4nown of such an eBperienceL !n other cases minds are so antagonistic that 1iolent mutual disli4e shows itself at first meeting. These results occur without a word 2eing spo4en, and without the slightest signs of any of the usual causes for lo1e and hate acting as a stimulus. !t is Muite pro2a2le that the PmindP is made up of a fluid or su2stance or energy, call it what you will, similar to 8if not in fact the same su2stance as9 the ether. When two minds come close enough to each other to form a contact, the miBing of the units of this Pmind stuffP 8let us call it the electrons of the ether9 sets up a chemical reaction and starts 1i2rations which affect the two indi1iduals pleasantly or unpleasantly. The effect of the meeting of two minds is o21ious to e1en the most casual o2ser1er. "1ery effect must ha1e a cause< What could 2e more reasona2le than to suspect that the cause of the change in mental attitude 2etween two minds which ha1e Eust come in close contact is none other than the distur2ance of the electrons or units of each mind in the process of rearranging themsel1es in the new field created 2y the contactL For the purpose of esta2lishing this lesson upon a sound foundation we ha1e gone a long way toward success 2y admitting that the meeting or coming in close contact of two minds sets up in each of those minds a certain noticea2le PeffectP or state of mind Muite different from the one eBisting immediately prior to the contact. While it is desira2le it is not essential to 4now what is the PcauseP of this reaction of mind upon mind. That the reaction ta4es place, in e1ery instance, is a 4nown fact which gi1es us a starting point from which we may show what is meant 2y the term P-aster -ind.P * -aster -ind may 2e created through the 2ringing together or 2lending, in a spirit of perfect harmony, of two or more minds. Out of this harmonious 2lending the chemistry of the mind creates a third mind which may 2e appropriated and used 2y one or all of the indi1idual minds. This -aster -ind FC$F

TO B" !"," !+ TH" H")O!. -*>"S H")O"S. :#israeli

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will remain a1aila2le as long as the friendly, harmonious alliance 2etween the indi1idual minds eBists. !t will disintegrate and all e1idence of its former eBistence will disappear the moment the friendly alliance is 2ro4en. This principle of mind chemistry is the 2asis and cause for practically all the so:called Psoul:mateP and Peternal trianglePcases, so many of which unfortunately find their way into the di1orce courts and meet with popular ridicule from ignorant and uneducated people who manufacture 1ulgarity and scandal out of one of the greatest of +ature6s laws. The entire ci1ili;ed world 4nows that the first two or three years of association after marriage are often mar4ed 2y much disagreement, of a more or less petty nature. These are the years of PadEustment.P !f the marriage sur1i1es them it is more than apt to 2ecome a permanent alliance. These facts no eBperienced married person will deny. *gain we see the PeffectP without understanding the Pcause.P While there are other contri2uting causes, yet, in the main, lac4 of harmony during these early years of marriage is due to the slowness of the chemistry of the minds in 2lending harmoniously. Stated differently, the electrons or units of the energy called the mind are often neither eBtremely friendly nor antagonistic upon first contact? 2ut, through constant association they gradually adapt themsel1es in harmony, eBcept in rare cases where association has the opposite effect of leading, e1entually, to open hostility 2etween these units. !t is a well 4nown fact that after a man and a woman ha1e li1ed together for ten to fifteen years they 2ecome practically indispensa2le to each other, e1en though there may not 2e the slightest e1idence of the state of mind called lo1e. -oreo1er, this association and relationship seBually not only de1elops a natural, affinity 2etween the two minds, 2ut it actually causes the two people to ta4e on a similar facial eBpression6 and to resem2le each other closely in many other mar4ed ways. *ny competent analyst of human nature can easily go into a crowd of strange people6 and pic4 out the wife after ha1ing 2een introduced to her hus2and. The eBpression of the eyes, the contour of the faces and the tone of the 1oices of people who ha1e long 2een associated in marriage, 2ecome similar to a mar4ed degree. So mar4ed is the effect of the chemistry of the human mind that any eBperienced pu2lic spea4er may Muic4ly interpret the manner in which his statements are accepted 2y his audience. *ntagonism in the mind of 2ut one person in an audience of one thousand may 2e readily detected 2y the spea4er who has learned how to PfeelP and register the effects of antagonism. -oreo1er, the pu2lic spea4er can ma4e these interpretations without o2ser1ing or in any manner 2eing influenced 2y the eBpression on the faces of those in his audience. On account of this fact an audience may cause a spea4er to rise to great heights of oratory, or hec4le him into failure, without ma4ing a sound or denoting a single eBpression of satisfaction or dissatisfaction through the features of the face. *ll P-aster SalesmenP 4now the moment the Ppsychological time for closingP has arri1ed? not 2y what the prospecti1e 2uyer says, 2ut from the effect of the chemistry of his mind as interpreted or PfeltP 2y the salesman. Words often 2elie the intentions of those spea4ing them 2ut a correct interpretation of the chemistry of the mind lea1es no loophole for such a possi2ility. "1ery a2le salesman 4nows that the maEority of 2uyers ha1e the ha2it of affecting a negati1e attitude almost to the 1ery climaB of a sale. "1ery a2le lawyer has de1eloped a siBth sense where2y he is ena2led toPfeelP his way through the most artfully selected words of the cle1er witness who is lying, and correctly interpret that which is in the witness6s mind, through the chemistry of the mind. -any lawyers ha1e de1eloped this a2ility without 4nowing the real source of it? they possess the techniMue without the scientific understanding upon which it is 2ased. -any salesmen ha1e done the same thing. One who is gifted in the art of correctly the chemistry of the minds of others may, figurati1ely spea4ing, wal4 in at the front door of the mansion of a gi1en mind and leisurely eBplore the entire 2uilding, noting all its details, wal4ing out again with a complete picture of the interior of the 2uilding, FCCF

without the owner of the 2uilding so much as 4nowing that he has entertained a 1isitor. !t will 2e o2ser1ed, in the lesson *ccurate Thin4ing, that this principle may 2e put to a 1ery practical use 8ha1ing reference to the principle of the chemistry of the mind9. The principle is referred to merely as an approach to the maEor principles of this lesson. "nough has already 2een stated to introduce the principle of mind chemistry, and to pro1e, with the aid of the student6s own e1ery:day eBperiences and casual o2ser1ations that the moment two minds come within close range of each other a noticea2le mental change ta4es place in 2oth, some times registering in the nature of antagonism and at other times registering in the nature of friendliness. "1ery mind has what might 2e termed an electric field. The nature of this field 1aries, depending upon the PmoodP of the indi1idual mind 2ac4 of it, and upon the nature of the chemistry of the mind creating the Pfield.P !t is 2elie1ed 2y this author that the normal or natural condition of the chemistry of any indi1idual mind is the result of his physical heredity plus the nature of thoughts which ha1e dominated that mind? that e1ery mind is continuously changing to the eBtent that the indi1idual6s philosophy and general ha2its of thought change the chemistry of his or her mind. These principles the author B" !","S to 2e true. That any indi1idual may 1oluntarily change the chemistry of his or her mind so that it will either attract or repel all with whom it comes in contact is a >+OW+ F*.T< Stated in another manner, any person may assume a mental attitude which will attract and please others or repel and antagoni;e them, and this without the aid of words or facial eBpression or other form of 2odily mo1ement or demeanor. /o 2ac4, now, to the definition of a P-aster -indP : a mind which grows out of the 2lending and coordination of two or more minds, !+ * SP!)!T OF P")F".T H*)-O+(, and you will catch the full significance of the word PharmonyP as it is here used. Two minds will not 2lend nor can they 2e co: ordinated unless the element of perfect harmony is present, wherein lies the secret of success or failure of practically all 2usiness and social partnerships. "1ery sales manager and e1ery military commander and e1ery leader in any other wal4 of life understands the necessity of an Pesprit de corpsP:a spirit of common understanding and co:operation : in the attainment of success. This mass spirit of harmony of purpose is o2tained through discipline, 1oluntary or forced, of such a nature that the indi1idual minds 2ecome 2lended into a P-aster -ind,P 2y which is meant that the chemistry of the indi1idual minds is modified in such a manner that these minds lend and function as one. The methods through which this 2lending process ta4es place are as numerous as the indi1iduals engaged in the 1arious forms of leadership. "1ery leader has his or her own method of co:ordinating the minds of the followers. One will use force. *nother uses persuasion. One will play upon the fear of penalties while another plays upon rewards, in order to reduce the indi1idual minds of a gi1en group of people to where they may 2e 2lended into a mass mind. The student will not ha1e to search deeply into history of statesmanship, politics, 2usiness or finance, to disco1er the techniMue employed 2y the leaders in these fields in the process of 2lending the minds of indi1iduals into a mass mind. The really great leaders of the world, howe1er, ha1e 2een pro1ided 2y +ature with a com2ination of mind chemistry fa1ora2le as a nucleus of attraction for other minds. +apoleon was a nota2le eBample of a man possessing the magnetic type of mind which had a 1ery decided tendency to attract all minds with which it came in contact. Soldiers followed +apoleon to certain death without flinching, 2ecause of the impelling or attracting nature of his personality, and that personality was nothing more nor less than the chemistry of his mind. +o group of minds can 2e 2lended into a -aster -ind if one of the indi1iduals of that group possesses one of these eBtremely negati1e, repellent minds. The negati1e and positi1e minds will not 2lend in the sense here descri2ed as a -aster -ind. ac4 of 4nowledge of this fact has 2rought many an otherwise a2le leader to defeat. FCGF

!F (OU #O +OT B" !"," !+ .O:OP")*T!O+, OO> WH*T H*PP"+S TO * W*/O+ TH*T OS"S * WH"" .

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*ny a2le leader who understands this principle of mind chemistry may temporarily 2lend the minds of practically any group of people, so that it will represent a mass mind, 2ut the composition will disintegrate almost the 1ery moment the leader6s presence is remo1ed from the group. The most successful life:insurance sales organi;ations and other sales forces meet once a wee4, or more often, for the purpose of: OF WH*TL FO) TH" PU)POS" OF -")/!+/ TH" !+#!,!#U* -!+#S !+TO * -*ST") -!+# WH!.H W! , FO) * !-!T"# +U-B") OF #*(S, S")," *S * ST!-U US TO TH" !+#!,!#U* -!+#S< !t may 2e, and generally is, true that the leaders of these groups do not understand what actually ta4es place in these meetings, which are usually called Ppep meetings.P The routine of such meetings is usually gi1en o1er to tal4s 2y the leader and other mem2ers of the group, and occasionally from someone outside of the group, meanwhile the minds of the indi1iduals are contacting and recharging one another. The 2rain of a human 2eing may 2e compared to an electric 2attery in that it will 2ecome eBhausted or run down, causing the owner of it to feel despondent, discouraged and lac4ing in Ppep.P Who is so fortunate as ne1er to ha1e had such a feelingL The human 2rain, when in this depleted condition, must 2e recharged, and the manner in which this is done is through contact with a more 1ital mind or minds. The great leaders understand the necessity of this PrechargingP process, and, moreo1er, they understand how to accomplish this result. TH!S >+OW "#/" !S TH" -*!+ F"*TU)" WH!.H #!ST!+/U!SH"S * "*#") F)O- * FO OW")< Fortunate is the person who understands this principle sufficiently well to 4eep his or her 2rain 1itali;ed or PrechargedP 2y periodically contacting it with a more 1ital mind. SeBual contact is one of the most effecti1e of the stimuli through which a mind may 2e recharged, pro1iding the contact is intelligently made, 2etween man and woman who ha1e genuine affection for each other. *ny other sort of seBual relationship is a de1itali;er of the mind. *ny competent practitioner of Psycho:therapeutics can PrechargeP a 2rain within a few minutes. Before passing away from the 2rief reference made to seBual contact as a means of re1itali;ing a depleted mind it seems appropriate to call attention to the fact that all of the great leaders, in whate1er wal4s of life they ha1e arisen, ha1e 2een and are people of highly seBed natures. 8The wordPseBP is not an indecent word. (ou6ll find it in all the dictionaries.9 There is a growing tendency upon the part of the 2est informed physicians and other health practitioners, to accept the theory that all diseases 2egin when the 2rain of the indi1idual is in a depleted or de1itali;ed state. Stated in another way, it is a 4nown fact that a person who has a perfectly 1itali;ed 2rain is practically, if not entirely, immune from all manner of disease. "1ery intelligent health practitioner, of whate1er school or type, 4nows that P+aturePor the mind cures disease in e1ery instance where a cure is effected. -edicines, faith, laying on of hands, chiropractic, osteopathy and all other forms of outside stimulant are nothing more than artificial aids to +*TU)", or, to state it correctly, mere methods of setting the chemistry of the mind into motion to the end that it readEusts the cells and tissues of the 2ody, re1itali;es the 2rain and otherwise causes the human machine to function normally. The most orthodoB practitioner will admit the truth, of this statement. What, then, may 2e the possi2ilities of the future de1elopments in the field of mind chemistryL Through the principle of harmonious 2lending of minds perfect health may 2e enEoyed. Through the aid of this same principle sufficient power may 2e de1eloped to sol1e the pro2lem of economic pressure which constantly presses upon e1ery indi1idual. We may Eudge the future possi2ilities of mind chemistry 2y ta4ing in1entory of its past achie1ements, 4eeping in mind the fact that these achie1ements ha1e 2een largely the result of accidental FCKF

disco1ery and of chance groupings of minds. We are approaching the time when the professorate of the uni1ersities will teach mind chemistry the same as other su2Eects are now taught. -eanwhile, study and eBperimentation in connection with this su2Eect open 1istas of possi2ility for the indi1idual student.

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-!+# .H"-!ST)( *+# ".O+O-!., POW")O That mind chemistry may 2e appropriately applied to the wor4aday affairs of the economic and, commercial world is a demonstra2le fact. Through the 2lending of two or more minds, in a spirit of P")F".T H*)-O+(, the principle of mind chemistry may 2e made to de1elop sufficient power to ena2le the indi1iduals whose minds ha1e 2een thus 2lended to perform seemingly superhuman feats. Power is the force with which man achie1es success in any underta4ing. Power, in unlimited Muantities, may, 2e enEoyed 2y any group of men, or men and women, who possess the wisdom with which to su2merge their own personalities and their own immediate indi1idual interests, through the 2lending of their minds in a spirit of perfect harmony. O2ser1e, profita2ly, the freMuency with which the word PharmonyP appears throughout this !ntroduction< There can 2e no de1elopment of a P-aster -indP where this element of P")F".T H*)-O+( does not eBist. The indi1idual units of the mind will not 2lend with the indi1idual units of another mind U+T! TH" TWO -!+#S H*," B""+ *)OUS"# *+# W*)-"#, *S !T W")", W!TH * SP!)!T OF P")F".T H*)-O+( OF PU)POS". The moment two minds 2egin to ta4e di1ergent roads of interest the indi1idual units of each mind separate, and the third element, 4nown as a P-*ST") -!+#,P which grew out of the friendly or harmonious alliance, will disintegrate. We come, now, to the study of some well 4nown men who ha1e accumulated great power 8also great fortunes9 through the application of mind chemistry. et us 2egin our study with three men who are 4nown to 2e men of great achie1ement in their respecti1e fields of economic, 2usiness and professional endea1or. Their names are Henry Ford, Thomas *. "dison and Har1ey S. Firestone. Of the three Henry Ford is, 2y far, the most POW")FU , ha1ing reference to economic and financial power. -r. Ford is the most powerful man now li1ing on earth. -any who ha1e studied -r. Ford 2elie1e him to 2e the most powerful man who e1er li1ed. *s far as is 4nown -r. Ford is the only man now li1ing, or who e1er li1ed, with sufficient power to outwit the money trust of the United States. -r. Ford gathers millions of dollars with as great ease as a child fills its 2uc4et with sand when playing on the 2each. !t has 2een said, 2y those who were in position to 4now, that -r. Ford, if he needed it, could send out the call for money and gather in a 2illion dollars 8a thousand million dollars9 and ha1e it a1aila2le for use within one wee4. +o one who 4nows of Ford6s achie1ements dou2ts this. Those who 4now him well 4now that he could do it with no more effort than the a1erage man eBpends in raising the money with which to pay a month6s house rent. He could get this money, if he needed it, through the intelligent application of the principles on which this course is 2ased. While -r. Ford6s new automo2ile was in the process of perfection, in$%&N, it is said that he recei1ed ad1ance orders, with cash payments, for more than CNH,@@@ cars. *t an estimated price of QK@@.@@ per car this would amount to Q&&H,@@@,@@@.@@ which he recei1ed 2efore a single car was deli1ered. Such is the power of confidence in Ford6s a2ility. -r. "dison, as e1eryone 4nows, is a philosopher, scientist and in1entor. He is, perhaps, the 4eenest Bi2le student on earth? a student of +ature6s Bi2le, howe1er, and not of the myriads of man:made Bi2les. -r. "dison has such a 4een insight into -other +ature6s Bi2le that he has harnessed and com2ined, for the good of man4ind, more of +ature6s laws than any other person now li1ing or who e1er li1ed. !t was he who 2rought together the point of a needle and a piece of re1ol1ing waB, in such a way that the 1i2ration of the human 1oice may 2e recorded and reproduced through the modern tal4ing machine. FCNF

.OU)*/" !S TH" ST*+#!+/ *)-( OF TH" SOU WH!.H >""PS !T F)O- .O+7U"ST, P! */" *+# S *,:")(. : Henry 1an #y4e

FC'F

8*nd it may 2e "dison who will e1entually ena2le man to pic4 up and correctly interpret the 1i2rations of thought which are now recorded in the 2oundless uni1erse of ether, Eust as he has ena2led man to record and reproduce the spo4en word.9 !t was "dison who first harnessed the lightning and made it ser1e as a light for man6s use, through the aid of the incandescent electric light 2ul2. !t was "dison who ga1e the world the modern mo1ing picture. These are 2ut a few of his outstanding achie1ements. These modern PmiraclesP which he has performed 8not 2y tric4ery, under the sham pretense of superhuman power, 2ut in the 1ery midst of the 2right light of science9 transcend all of the so:called PmiraclesP descri2ed in the man:made 2oo4s of fiction. -r. Firestone is the mo1ing spirit in the great Firestone Tire industry, in *4ron, Ohio. His industrial achie1ements are so well 4nown where1er automo2iles are used that no special comment on them seems necessary. *ll three of these men 2egan their careers, 2usiness and professional, without capital and with 2ut little : schooling of that type usually referred to as Peducation.P *ll three men are now well educated. *ll three are wealthy. *ll three are powerful. +ow let us inMuire into the source of their wealth and power. Thus far we ha1e 2een dealing only with effect? the true philosopher wishes to understand the cause of a gi1en effect. !t is a matter of general 4nowledge that -r. Ford, -r. "dison and -r. Firestone are close personal friends, and ha1e 2een so for many years? that in former years they were in the ha2it of going away to the woods once a year for a period of rest, meditation and recuperation. But it is not generally 4nown:it is a gra1e dou2t if these three men themsel1es 4now it:that there eBists 2etween the three men a 2ond of harmony which has caused their minds to 2ecome 2lended into a P-aster -indPwhich is the real source of the power of each. This mass mind, growing out of the co: ordination of the indi1idual minds of Ford, "dison and Firestone, has ena2led these men to Ptune inP on forces 8and sources of 4nowledge9 with which most men are to no eBtent familiar. !f the student dou2ts either the principle or the effects here descri2ed, let him remem2er that more than half the theory here set forth is a 4nown fact. For eBample, it is 4nown that these three men ha1e great power. !t is 4nown that they are wealthy. !t is 4nown that they 2egan without capital and with 2ut little schooling. !t is 4nown that they form periodic mind contacts. !t is 4nown that they are harmonious and friendly. !t is 4nown that their achie1ements are so outstanding as to ma4e it impossi2le to compare these achie1ements with those of other men in their respecti1e fields of acti1ity. *ll these PeffectsP are 4nown to practically e1ery school:2oy in the ci1ili;ed world, therefore there can 2e no dispute as far as effects are concerned. Of one fact connected with the cause of the achie1ements of "dison, Ford and Firestone we may 2e sure, namely, that these achie1ements were in no way 2ased upon tric4ery, deceit, the PsupernaturalP or so:called Pre1elationsP or any other form of unnatural law. These men do not possess a stoc4 of legerdemain. They wor4 with natural laws? laws which, for the most part, are well 4nown to all economists and leaders in the field of science, with the possi2le eBception of the law upon which chemistry of the mind is 2ased. *s yet chemistry of the mind is not sufficiently de1eloped to 2e classed, 2y scientific men, in their catalogue of 4nown laws. * P-aster -indP may 2e created 2y any group of people who will co:ordinate their minds, in a spirit of perfect harmony. The group may consist of any num2er from two upward. Best results appear a1aila2le from the 2lending of siB or se1en minds. !t has 2een suggested that 3esus .hrist disco1ered how to ma4e use of the principle of mind chemistry, and that His seemingly miraculous performances grew out of the power He de1eloped through FC%F

the 2lending of the minds of His twel1e disciples. !t has 2een pointed out that when one of the disciples 83udas !scariot9 2ro4e faith the P-aster -indP immediately disintegrated and 3esus met with the supreme catastrophe of His life. When two or more people harmoni;e their minds and produce the effect 4nown as a P-aster -ind,P each person in the group 2ecomes 1ested with the power to contact with and gather 4nowledge through the Psu2consciousP minds of all the other mem2ers of the group. This power 2ecomes immediately noticea2le, ha1ing the effect of stimulating the mind to a higher rate of 1i2ration, and otherwise e1idencing itself in the form of a more 1i1id imagination and the consciousness of what appears to 2e a siBth sense. !t is through this siBth sense that new ideas will PflashP into the mind. These ideas ta4e on the nature and form of the su2Eect dominating the mind of the indi1idual. !f the entire group has met for the purpose of discussing a gi1en su2Eect, ideas concerning that su2Eect will come pouring into the minds of all present, as if an outside influence were dictating them. The minds of those participating in the P-aster -indP2ecome as magnets, attracting ideas and thought stimuli of the most highly organi;ed and practical nature, from no one 4nows where< The process of mind:2lending here descri2ed as a P-aster -indP may 2e li4ened to the act of one who connects many electric 2atteries to a single transmission wire, there2y Pstepping upP the power flowing o1er that line. "ach 2attery added increases the power passing o1er that line 2y the amount of energy the 2attery carries. 3ust so in the case of 2lending indi1idual minds into a P-aster -ind.P "ach mind, through the principle of mind chemistry, stimulates all the other minds in the group, until the mind energy thus 2ecomes so great that it penetrates to and connects with the uni1ersal energy 4nown as ether, which, in turn, touches e1ery atom of the entire uni1erse. The modern radio apparatus su2stantiates, to a considera2le eBtent, the theory here eBpounded. Powerful sending or 2roadcasting stations must 2e erected through which the 1i2ration of sound is Pstepped upP 2efore it can 2e pic4ed up 2y the much higher 1i2rating energy of the ether and carried in all directions. * P-aster -indP made up of many indi1idual minds, so 2lended that they produce a strong 1i2rating energy, constitutes almost an eBact counterpart of the radio 2roadcasting station. "1ery pu2lic spea4er has felt the influence of mind chemistry, for it is a well 4nown fact that as soon as the indi1idual minds of an audience 2ecome Pen rapportP 8attuned to the rate of 1i2ration of the mind of the spea4er9 with the spea4er, there is a noticea2le increase of enthusiasm in the spea4er6s mind, and he often rises to heights of oratory which surprise all, including himself. The first fi1e to ten minutes of the a1erage speech are de1oted to what is 4nown as Pwarming up.P By this is meant the process through which the minds of the spea4er and his audience are 2ecoming 2lended in a spirit of P")F".T H*)-O+(. "1ery spea4er 4nows what happens when this state of Pperfect harmonyP fails to materiali;e upon part of his audience. The seemingly supernatural phenomena occurring in spiritualistic meetings are the result of the reaction, upon one another, of the minds in the group. These phenomena seldom 2egin to manifest themsel1es under ten to twenty minutes after the group is formed, for the reason that this is a2out the time reMuired for the minds :in the group to 2ecome harmoni;ed or 2lended. The PmessagesP recei1ed 2y mem2ers of a spiritualistic group pro2a2ly come from one of two sources, or from 2oth, namelyO FirstO From the 1ast storehouse of the su2conscious mind of some mem2er of the group? or SecondO From the uni1ersal storehouse of the ether, in which, it is more than pro2a2le, all thought 1i2ration is preser1ed. +either any 4nown natural law nor human reason supports the theory of communication with indi1iduals who ha1e died. !t is a 4nown fact that any indi1idual may eBplore the store of 4nowledge in another6s mind, FG@F

-"+ cease to interest us when we find their limitations. The only sin is limitation. *s soon as you once come up to a man6s limitations, it is all o1er with him. :"merson

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through this principle of mind chemistry, and it seems reasona2le to suppose that this power may 2e eBtended to include contact with whate1er 1i2rations are a1aila2le in the ether, if there are any. The theory that all the higher and more refined 1i2rations, such as those growing out of thought, are preser1ed in the ether grows out of the 4nown fact that neither matter nor energy 8the two 4nown elements of the uni1erse9 may 2e either created or destroyed. !t is reasona2le to suppose that all 1i2rations which ha1e 2een Pstepped upP sufficiently to 2e pic4ed up and a2sor2ed in the ether, will go on fore1er. The lower 1i2rations, which do not 2lend with or otherwise contact the ether, pro2a2ly li1e a natural life and die out. *ll the so:called geniuses pro2a2ly gained their reputations 2ecause, 2y mere chance or otherwise, they formed alliances with other minds which ena2led them to Pstep upP their own mind 1i2rations to where they were ena2led to contact the 1ast Temple of >nowledge recorded and filed in the ether of the uni1erse. *ll of the great geniuses, as far as this author has 2een ena2led to gather the facts,were highly seBed people. The fact that seBual contact is the greatest 4nown mind stimulant lends color to the theory herein descri2ed. !nMuiring further into the source of economic power, as manifested 2y the achie1ements of men in the field of 2usiness, let us study the case of the .hicago group 4nown as the PBig SiB,P consisting of Wm. Wrigley, 3r., who owns the chewing gum 2usiness 2earing his name, and whose indi1idual income is said to 2e more than Fifteen -illion #ollars a year? 3ohn ). Thompson, who operates the chain of lunch rooms 2earing his name? -r. as4er, who owns the ord 5 Thomas *d1ertising *gency? -r. -c.ullough, who owns the Parmalee "Bpress .ompany, the largest transfer 2usiness in *merica? and -r. )itchie and -r. Hert;, who own the (ellow TaBica2 2usiness. * relia2le financial reporting company has estimated the yearly income of these siB men at upwards of Twenty:fi1e -illion #ollars 8Q&H,@@@,@@@.@@9, or an a1erage of more than Four -illion #ollars a year per man. *nalysis of the entire group of siB men discloses the fact that not one of them had any special educational ad1antages? that all 2egan without capital or eBtensi1e credit? that their financial achie1ement has 2een due to their own indi1idual plans, and not to any fortunate turn of the wheel of chance. -any years ago these siB men formed a friendly alliance, meeting at stated periods for the purpose of assisting one another with ideas and suggestions in their 1arious and sundry lines of 2usiness endea1or. With the eBception of Hert; and )itchie none of the siB men were in any manner associated in a legal Partnership. These meetings were strictly for the purpose of co:operating on the gi1e and ta4e 2asis of assisting one another with ideas and suggestions, and occasionally 2y endorsing notes and other securities to assist some mem2er of the group who had met with an emergency ma4ing such help necessary. !t is said that each of the indi1iduals 2elonging to this Big SiB group is a millionaire many times o1er. *s a rule there is nothing worthy of special comment on 2ehalf of a man who does nothing more than accumulate a few million dollars. Howe1er, there is something connected with the financial success of this particular group of men that is well worth comment, study, analysis and e1en emulation, and that PsomethingP is the fact that they ha1e learned how to coordinate their indi1idual minds 2y 2lending them in a spirit of perfect harmony, there2y creating a P-aster -indPthat unloc4s, to each indi1idual of the group, doors which are closed to most of the human race. The United States Steel .orporation is one of the strongest and most powerful industrial organi;ations in the world. The !dea out of which this great industrial giant grew was 2orn in the mind of "l2ert H. /ary, a more or less commonplace small:town lawyer who was 2orn and reared in a small !llinois town near .hicago. -r. /ary surrounded himself with a group of men whose minds he successfully 2lended in a spirit FG&F

of perfect harmony, there2y creating the P-aster -indP which is the mo1ing spirit of the great United States Steel .orporation. Search where you will, where1er you find an outstanding success in 2usiness, finance, industry or in any of the professions, you may 2e sure that 2ac4 of the success is some indi1idual who has applied the principle of mind chemistry, out of which a I-aster -indPhas 2een created. These outstanding successes often appear to 2e the handiwor4 of 2ut one person, 2ut search closely and the other indi1iduals whose minds ha1e 2een co:ordinated with his own may 2e found. )emem2er that two or more persons may operate the principle of mind chemistry so as to create a P-aster -ind.P POW") 8man:power9 is O)/*+!R"# >+OW "#/", "AP)"SS"# TH)OU/H !+T" !/"+T "FFO)TS< +o effort can 2e said to 2e O)/*+!R"# unless the indi1iduals engaged in the effort co:ordinate their 4nowledge and energy in a spirit of perfect harmony. ac4 of such harmonious co:ordination of effort is the main cause of practically e1ery 2usiness failure. *n interesting eBperiment was conducted 2y this author, in colla2oration with the students of a well 4nown college. "ach student was reMuested to write an essay on PHow and Why Henry Ford Became Wealthy.P "ach student was reMuired to descri2e, as a part of his or her essay, what was 2elie1ed to 2e the nature of Ford6s real assets, of what these assets consisted in detail. The maEority of the students gathered financial statements and in1entories of the Ford assets and used these as the 2asis of their estimates of Ford6s wealth. !ncluded in these Psources of Ford6s wealthP were such as cash in 2an4s, raw and finished materials in stoc4, real estate and 2uildings, good:will, estimated at from ten to twenty:fi1e per cent of the 1alue of the material assets. One student out of the entire group of se1eral hundred answered as followsO PHenry Ford6s assets consist, in the main, of two items, 1i;.O 8$9 Wor4ing capital and raw and finished materials? 8&9 The 4nowledge, gained from eBperience, of Henry Ford, himself, and the co: operation of a well trained organi;ation which understands how to apply this 4nowledge to 2est ad1antage from the Ford 1iewpoint. !t is impossi2le to estimate, with anything approBimating correctness, the actual dollars and cents 1alue of either of these two groups of assets, 2ut it is my opinion that their relati1e 1alues areO PThe organi;ed 4nowledge of the Ford Organi;ationWWWWWWWWWWWWWWWNHX The 1alue of cash and physical assets of e1ery nature, including raw and finished materials...&HXJ This author is of the opinion that this statement was not compiled 2y the young man whose name was signed to it, without the assistance of some 1ery analytical and eBperienced mind or minds. UnMuestiona2ly the 2iggest asset that Henry Ford has is his own 2rain. +eBt to this would come the 2rains of his immediate circle of associates, for it has 2een through co:ordination of these that the physical assets which he controls were accumulated. #estroy e1ery plant the Ford -otor .ompany ownsO e1ery piece of machinery? e1ery atom of raw or finished material, e1ery finished automo2ile, and e1ery dollar on deposit in any 2an4, and Ford would still 2e the most powerful man, economically, on earth. The 2rains which ha1e 2uilt the Ford 2usiness could duplicate it again in short order. .apital is always a1aila2le, in unlimited Muantities, to such 2rains as Ford6s. Ford is the most powerful man on earth 8economically9 2ecause he has the 4eenest and most practical conception of the principle of O)/*+!R"# >+OW "#/" of any man on earth, as far as this author has the means of 4nowing. #espite Ford6s great power and financial success, it may 2e that he has 2lundered often in the FGCF

(OU cannot 2ecome a power in your community nor achie1e enduring success in any worthy underta4ing until you 2ecome 2ig enough to 2lame yourself for your own mista4es and re1erses.

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application of the principles through which he accumulated this power. There is 2ut little dou2t that Ford6s methods of mind co:ordination ha1e often 2een crude? they must needs ha1e 2een in the earlier days of this eBperience, 2efore he gained the wisdom of application that would naturally go with maturity of years. +either can there 2e much dou2t that Ford6s application of the principle of mind chemistry was, at least at the start, the result of a chance alliance with other minds, particularly the mind of "dison. !t is more than pro2a2le that -r. Ford6s remar4a2le insight into the laws of nature was first 2egun as the result of his friendly alliance with his own wife long 2efore he e1er met either -r. "dison or -r. Firestone. -any a man who ne1er 4nows the real source of his success is made 2y his wife, through application of the P-aster -indPprinciple. -rs. Ford is a most remar4a2ly intelligent woman, and this author has reason to 2elie1e that it was her mind, 2lended with -r. Ford6s, which ga1e him his first real start toward power. !t may 2e mentioned, without in any way depri1ing Ford of any honor or glory, that in his earlier days of eBperience he had to com2at the powerful enemies of illiteracy and ignorance to a greater eBtent than did either "dison or Firestone, 2oth of whom were gifted 2y natural heredity with a most fortunate aptitude for acMuiring and applying 4nowledge. Ford had to hew this talent out of the rough, raw tim2ers of his hereditary estate. Within an inconcei1a2ly short period of time Ford has mastered three of the most stu22orn enemies of man4ind and transformed them into assets constituting the 1ery foundation of his success. These enemies areO !gnorance, illiteracy and po1erty< *ny man who can stay the hand of these three sa1age forces, much less harness and use them to good account, is well worth close study 2y the less fortunate indi1iduals.

SSSSSSSS
This is an age of !+#UST)!* POW") in which we are li1ing< The source of all this POW") is O)/*+!R"# "FFO)T. +ot only has the management of industrial enterprises efficiently organi;ed indi1idual wor4ers, 2ut, in many instances, mergers of industry ha1e 2een effected in such a manner and to the end that these com2inations 8as in the case of the United States Steel .orporation, for eBample9 ha1e accumulated practically unlimited power. One may hardly glance at the news of a day6s e1ents without seeing a report of some 2usiness, industrial or financial merger, 2ringing under one management enormous resources and thus creating great power. One day it is a group of 2an4s? another day it is a chain of railroads? the neBt day it is a com2ination of steel plants, all merging for the purpose of de1eloping power through highly organi;ed and co:ordinated effort. >nowledge, general in nature and unorgani;ed, is not POW")? it is only potential power:the material out of which real power may 2e de1eloped. *ny modern li2rary contains an unorgani;ed record of all the 4nowledge of 1alue to which the present stage of ci1ili;ation is heir, 2ut this 4nowledge is not power 2ecause it is not organi;ed. "1ery form of energy and e1ery species of animal or plant life, to sur1i1e, must 2e organi;ed. The o1ersi;ed animals whose 2ones ha1e filled +ature6s 2one:yard through eBtinction ha1e left mute 2ut certain e1idence that non:organi;ation means annihilation. From the electron:the smallest particle of matter :to the largest star in the uni1erseO these and e1ery material thing in 2etween these two eBtremes offer proof positi1e that one of +ature6s first laws is that of O)/*+!R*T!O+. Fortunate is the indi1idual who recogni;es the importance of this law and ma4es it his 2usiness to familiari;e himself with the 1arious ways in which the law may 2e applied to ad1antage. FGHF

The astute 2usiness man has not only recogni;ed the importance of the law of organi;ed effort, 2ut he has made this law the warp and the woof of his POW"). Without any 4nowledge, whatsoe1er, of the principle of mind chemistry, or that such a principle eBists, many men ha1e accumulated great power 2y merely organi;ing the 4nowledge they possessed. The maEority of all who ha1e disco1ered the principle of mind chemistry and de1eloped that principle into a P-*ST") -!+#P ha1e stum2led upon this 4nowledge 2y the merest of accident? often failing to recogni;e the real nature of their disco1ery or to understand the source of their power. This author is of the opinion that all li1ing persons who at the present time are consciously ma4ing use of the principle of mind chemistry in de1eloping power through the 2lending of minds, may 2e counted on the fingers of the two hands, with, perhaps, se1eral fingers left to spare. !f this estimate is e1en approBimately true the student will readily see that there is 2ut slight danger of the field of mind chemistry practice 2ecoming o1ercrowded. !t is a well 4nown fact that one of the most difficult tas4s that any 2usiness man must perform is that of inducing those who are associated with him to coordinate their efforts in a spirit of harmony. To induce continuous co:operation 2etween a group of wor4ers, in any underta4ing, is neBt to impossi2le. Only the most efficient leaders can accomplish this highly desired o2Eect, 2ut once in a great while such a leader will rise a2o1e the hori;on in the field of industry, 2usiness or finance, and then the world hears of a Henry Ford, Thomas *. "dison, 3ohn #. )oc4efeller, Sr., ". H. Harriman or 3ames 3. Hill. Power and success are practically synonymous terms< One grows out of the other? therefore, any person who has the 4nowledge and the a2ility to de1elop power, through the principle of harmonious co:ordination of effort 2etween indi1idual minds, or in any other manner, may 2e successful in any reasona2le underta4ing that is possi2le of successful termination.

SSSSSSSS
!t must not 2e assumed that a P-aster -indP will immediately spring, mushroom fashion, out of e1ery group of minds which ma4e pretense of co:ordination in a spirit of H*)-O+(< Harmony, in the real sense of meaning of the word, is as rare among groups of people as is genuine .hristianity among those who proclaim themsel1es .hristians. Harmony is the nucleus around which the state of mind 4nown as P-aster -indP must 2e de1eloped. Without this element of harmony there can 2e no P-aster -ind,P a truth which cannot 2e repeated too often. Woodrow Wilson had in mind the de1elopment of a P-aster -ind,P to 2e composed of groups of minds representing the ci1ili;ed nations of the world, in his proposal for esta2lishing the eague of +ations. Wilson6s conception was the most far:reaching humanitarian idea e1er created in the mind of man, 2ecause it dealt with a principle which em2races sufficient power to esta2lish a real Brotherhood of -an on earth. The eague of +ations, or some similar 2lending of international minds, in a spirit of harmony, is sure to 2ecome a reality. The time when such unity of minds will ta4e place will 2e measured largely 2y the time reMuired for the great uni1ersities and +O+:S".T*)!*+ institutions of learning to supplant ignorance and superstition with understanding and wisdom. This time is rapidly approaching. TH" PS(.HO O/( OF TH" )",!,* -""T!+/O The old religious orgy 4nown as the Pre1i1alP offers a fa1ora2le opportunity to study the principle of mind chemistry 4nown as P-aster -ind.P !t will 2e o2ser1ed that music plays no small part in 2ringing a2out the harmony essential to the 2lending of a group of minds in a re1i1al meeting. Without music the re1i1al meeting would 2e a tame FGKF

+","), in the history of the world, has there 2een such a2undant opportunity as there is now for the person who is willing to ser1e 2efore trying to collect.

FGNF

affair. #uring re1i1al ser1ices the leader of the meeting has no difficulty in creating harmony in the minds of his de1otees, 2ut it is a well 4nown fact that this state of harmony lasts no longer than the presence of the leader, after which the P-aster -indP he has temporarily created disintegrates. By arousing the emotional nature of his followers the re1i1alist has no difficulty, under the proper stage setting and with the em2ellishment of the right sort of music, in creating a P-aster -indP which 2ecomes noticea2le to all who come in contact with it. The 1ery air 2ecomes charged with a positi1e, pleasing influence which changes the entire chemistry of all minds present. The re1i1alist calls this energy Pthe Spirit of the ord.P This author, through eBperiments conducted with a group of scientific in1estigators and laymen 8who were unaware of the nature of the eBperiment9, has created the same state of mind and the same positi1e atmosphere without calling it the Spirit of the ord. On many occasions this author has witnessed the creation of the same positi1e atmosphere in a group of men and women engaged in the 2usiness of salesmanship, without calling it the Spirit of the ord. The author helped conduct a school of salesmanship for Harrison Par4er, founder of the .o: operati1e Society, of .hicago, and, 2y the use of the same principle of mind chemistry which the re1i1alist calls the Spirit of the ord, so transformed the nature of a group of C,@@@ men and women 8all of whom were without former sales eBperience9 that they sold more than Q$@,@@@,@@@.@@ worth of securities in less than nine months, and earned more than Q$,@@@,@@@ for themsel1es. !t was found that the a1erage person who Eoined this school would reach the ;enith of his or her selling power within one wee4, after which it was necessary to re1itali;e the indi1idual6s 2rain through a group sales meeting. These sales meetings were conducted on 1ery much the same order as are the modern re1i1al meetings of the religionist, with much the same stage eMuipment, including music and Phigh:poweredP spea4ers who eBhorted the salespeople in 1ery much the same manner as does the modern religious re1i1alist. .all it religion, psychology, mind chemistry or anything you please 8they are all 2ased upon the same principle9, 2ut there is nothing more certain than the fact that where1er a group of minds are 2rought into contact, in a spirit of P")F".T H*)-O+(, each mind in the group 2ecomes immediately supplemented and re:enforced 2y a noticea2le energy called a P-aster -ind.P For all this writer professes to 4now this uncharted energy may 2e the Spirit of the ord, 2ut it operates Eust as fa1ora2ly when called 2y any other name. The human 2rain and ner1ous system constitute a piece of intricate machinery which 2ut few, if any, understand. When controlled and properly directed this piece of machinery can 2e made to perform wonders of achie1ement and if not controlled it will perform wonders fantastic and phantom:li4e in nature, as may 2e seen 2y eBamining the inmates of any insane asylum. The human 2rain has direct connection with a continuous influB of energy from which man deri1es his power to thin4. The 2rain recei1es this energy, miBes it with the energy created 2y the food ta4en into the 2ody, and distri2utes it to e1ery portion of the 2ody, through the aid of the 2lood and the ner1ous system. !t thus 2ecomes what we call life. From what source this outside energy comes no one seems to 4now? all we 4now a2out it is that we must ha1e it or die. !t seems reasona2le to suppose that this energy is none other than that which we call ether, and that it flows into the 2ody along with the oBygen from the air, as we 2reathe. "1ery normal human 2ody possesses a first:class chemical la2oratory and a stoc4 of chemicals sufficient to carry on the 2usiness of 2rea4ing up, assimilating and properly miBing and compounding the food we ta4e into the 2ody, preparatory to distri2uting it to where1er it is needed as a 2ody 2uilder. FG'F

*mple tests ha1e 2een made, 2oth with man and 2east, to pro1e that the energy 4nown as the mind plays an important part in this chemical operation of compounding and transforming food into the reMuired su2stances to 2uild and 4eep the 2ody in repair. !t is 4nown that worry, eBcitement or fear will interfere with the digesti1e process, and in eBtreme cases stop this process altogether, resulting in illness or death. !t is o21ious, then, that the mind enters into the chemistry of food digestion and distri2ution. !t is 2elie1ed 2y many eminent authorities, although it may ne1er ha1e 2een scientifically pro1ed, that the energy 4nown as mind or thought may 2ecome contaminated with negati1e or Punsocia2leP units to such an eBtent that the whole ner1ous system is thrown out of wor4ing order, digestion is interfered with and 1arious and sundry forms of disease will manifest themsel1es. Financial difficulties and unreMuited lo1e affairs head the list of causes of such mind distur2ances. * negati1e en1ironment such as that eBisting where some mem2er of the family is constantly Pnagging,P will interfere with the chemistry of the mind to such an eBtent that the indi1idual will lose am2ition and gradually sin4 into o2li1ion. !t is 2ecause of this fact that the old saying that a man6s wife may either Pma4eP orP2rea4P him is literally true. !n a su2seMuent lesson a whole chapter on this su2Eect is addressed to the wi1es of men. *ny high:school student 4nows that certain food com2inations will, if ta4en into the stomach, result in indigestion, 1iolent pain and e1en death. /ood health depends, in part at least, upon a food com2ination that Pharmoni;es.P But harmony of food com2inations is not sufficient to insure good health? there must 2e harmony, also, 2etween the units of energy 4nown as the mind. PHarmonyP seems to 2e one of +ature6s laws, without which there can 2e no such thing as O)/*+!R"# "+")/(, or life in any form whatsoe1er. The health of the 2ody as well as the mind is literally 2uilt around, out of and upon the principle of H*)-O+(< The energy 4nown as life 2egins to disintegrate and death approaches when the organs of the 2ody stop wor4ing in harmony. The moment harmony ceases at the source of any form of organi;ed energy 8power9 the units of that energy are thrown into a chaotic state of disorder and the power is rendered neutral or passi1e. Harmony is also the nucleus around which the principle of mind chemistry 4nown as a P-aster -indP de1elops power. #estroy this harmony and you destroy the power growing out of the co:ordinated effort of a group of indi1idual minds. This truth has 2een stated, re:stated and presented in e1ery manner which the author could concei1e, with unending repetition, for the reason that unless the student grasps this principle and learns to apply it this lesson is useless. Success in life, no matter what one may call success, is 1ery largely a matter of adaptation to en1ironment in such a manner that there is harmony 2etween the indi1idual and his en1ironment. The palace of a 4ing 2ecomes as a ho1el of a peasant if harmony does not a2ound within its walls. .on1ersely stated, the hut of a peasant may 2e made to yield more happiness than that of the mansion of the rich man, if harmony o2tains in the former and not in the latter. Without perfect harmony the science of astronomy would 2e as useless as the P2ones of a saint,P 2ecause the stars and planets would clash with one another, and all would 2e in a state of chaos and disorder. Without the law of harmony an acorn might grow into a heterogeneous tree consisting of the wood of the oa4, poplar, maple and what not. Without the law of harmony the 2lood might deposit the food which grows finger nails on the scalp where hair is supposed to grow, and thus create a horny growth which might easily 2e mista4en, 2y the superstitious, to signify man6s relationship to a certain imaginary gentleman with horns, often referred to 2y the more primiti1e type. FG%F

* man is half whipped the minute he 2egins to feel sorry for himself, or to spin an ali2i with which he would eBplain away his defects.

FH@F

Without the law of harmony there can 2e no organi;ation of 4nowledge, for what, may one as4, is organi;ed 4nowledge eBcept the harmony of facts and truths and natural lawsL The moment discord 2egins to creep in at the front door harmony edges out at the 2ac4 door, so to spea4, whether the application is made to a 2usiness partnership or the orderly mo1ement of the planets of the hea1ens. !f the student gathers the impression that the author is laying undue stress upon the importance of H*)-O+(, let it 2e remem2ered that lac4 of harmony is the first, and often the last and only, cause of F*! U)"< There can 2e no poetry nor music nor oratory worthy of notice without the presence of harmony. /ood architecture is largely a matter of harmony. Without harmony a house is nothing 2ut a mass of 2uilding material, more or less a monstrosity. Sound 2usiness management plants the 1ery sinews of its eBistence in harmony. "1ery well dressed man or woman is a li1ing picture and a mo1ing eBample of harmony. With all these wor4aday illustrations of the important part which harmony plays in the affairs of the world : nay, in the operation of the entire uni1erse : how could any intelligent person lea1e harmony out of his P#efinite *imP in lifeL *s well ha1e no Pdefinite aimP as to omit harmony as the chief stone of its foundation.

SSSSSSSS
The human 2ody is a compleB organi;ation of organs, glands, 2lood 1essels, ner1es, 2rain cells, muscles, etc. The mind energy which stimulates to action and co:ordinates the efforts of the component parts of the 2ody is also a plurality of e1er:1arying and changing energies. From 2irth until death there is continuous struggle, often assuming the nature of open com2at, 2etween the forces of the mind. For eBample, the life:long struggle 2etween the moti1ating forces and desires of the human mind, which ta4es place 2etween the impulses of right and wrong, is well 4nown to e1eryone. "1ery human 2eing possesses at least two distinct mind powers or personalities, and as many as siB distinct personalities ha1e 2een disco1ered in one person. One of man6s most delicate tas4s is that of harmoni;ing these mind forces so that they may 2e organi;ed and directed toward the orderly attainment of a gi1en o2Eecti1e. Without this element of harmony no indi1idual can 2ecome an accurate thin4er. !t is no wonder that leaders in 2usiness and industrial enterprises, as well as those in politics and and other fields of endea1or, find it so difficult to organi;e groups of people so they will function in the attainment of a gi1en o2Eecti1e, without friction. "ach indi1idual human 2eing possesses forces, within himself, which are hard to harmoni;e, e1en when he is placed in the en1ironment most fa1ora2le to harmony. !f the chemistry of the indi1idual6s mind is such that the units of his mind cannot 2e easily harmoni;ed, thin4 how much more difficult it must 2e to harmoni;e a group of minds so they will function as one, in an orderly manner, through what is 4nown as a P-aster -ind.P The leader who successfully de1elops and directs the energies of a P-aster -indPmust possess tact, patience, persistence, self:confidence, intimate 4nowledge of mind chemistry and the a2ility to adapt himself 8in a state of perfect poise and harmony9 to Muic4ly changing circumstances, without showing the least sign of annoyance. How many are there who can measure up to this reMuirementL The successful leader must possess the a2ility to change the color of his mind, chameleon:li4e, to fit e1ery circumstance that arises in connection with the o2Eect of his leadership. -oreo1er, he must possess the a2ility to change from one mood to another without showing the slightest signs of anger or lac4 of self:control. The successful leader must understand the Fifteen aws of Success and 2e a2le to put into practice any com2ination of these Fifteen aws whene1er occasion demands. FH$F

Without this a2ility no leader can 2e powerful, and without power no leader can long endure. TH" -"*+!+/ OF "#U.*T!O+O There has long 2een a general misconception of the meaning of the word Peducate.P The dictionaries ha1e not aided in the elimination of this misunderstanding, 2ecause they ha1e defined the word PeducateP as an act of imparting 4nowledge. The word educate has its roots in the atin word educo, which means to de1elop F)O- W!TH!+? to educe? to draw out? to grow through the law of US". +ature hates idleness in all its forms. She gi1es continuous life only to those elements which are in use. Tie up an arm, or any other portion of the 2ody, ta4ing it out of use, and the idle part will soon atrophy and 2ecome lifeless. )e1erse the order, gi1e an arm more than normal use, such as that engaged in 2y the 2lac4smith who wields a hea1y hammer all day long, and that arm 8de1eloped from within9 grows strong. Power grows out of O)/*+!R"# >+OW "#/", 2ut, mind you, it Pgrows out of itP through application and use< * man may 2ecome a wal4ing encyclopaedia of 4nowledge without possessing any power of 1alue. This 4nowledge 2ecomes power only to the eBtent that it is organi;ed, classified and put into action. Some of the 2est educated men the world has 4nown possessed much less general 4nowledge than some who ha1e 2een 4nown as fools, the difference 2etween the two 2eing that the former put what 4nowledge they Possessed into use while the latter made no such application. *n PeducatedP person is one who 4nows how to acMuire e1erything he needs in the attainment of his main Purpose in life, without 1iolating the rights of his fellow men. !t might 2e a surprise to many so: called men of PlearningP to 4now that they come nowhere near Mualification as men of Peducation.P !t might also 2e a great surprise to many who 2elie1e they suffer from lac4 of PlearningP to 4now that they are well Peducated.P The successful lawyer is not necessarily the one who memori;es the greatest num2er of principles of law. On the contrary, the successful lawyer is the one who 4nows where to find a principle of law, plus a 1ariety of opinions supporting that principle which fit the immediate needs of a gi1en case. !n other words, the successful lawyer is he who 4nows where to find the law he wants when he needs it. This principle applies, with eMual force, to the affairs of industry and 2usiness. Henry Ford had 2ut little elementary schooling, yet he is one of the 2est PeducatedP men in the world 2ecause he has acMuired the a2ility so to com2ine natural and economic laws, to say nothing of the minds of men, that he has the power to get anything of a material nature he wants. Some years ago during the world war -r. Ford 2rought suit against the .hicago Tri2une, charging that newspaper with li2elous pu2lication of statements concerning him, one of which was the statement that Ford was an Pignoramus,P an ignorant pacifist, etc. When the suit came up for trial the attorneys for the Tri2une undertoo4 to pro1e, 2y Ford himself, that their statement was true? that he was ignorant, and with this o2Eect in 1iew they catechi;ed and cross: eBamined him on all manner of su2Eects. One Muestion they as4ed wasO PHow many soldiers did the British send o1er to su2due the re2ellion in the .olonies in $NNKLP With a dry grin on his face Ford nonchalantly repliedO P! do not 4now Eust how many, 2ut ! ha1e heard that it was a lot more than e1er went 2ac4.P oud laughter from .ourt, Eury, court:room spectators, and e1en from the frustrated lawyer who had as4ed the Muestion. This line of interrogation was continued for an hour or more, Ford 4eeping perfectly calm the FH&F

S""> the counsel of men who will tell you the truth a2out yourself, e1en if it hurts you to hear it. -ere commendation will not 2ring the impro1ement you need.

FHCF

meanwhile. Finally, howe1er, he had permitted the Psmart *lec4P lawyers to play with him until he was tired of it, and in reply to a Muestion which was particularly o2noBious and insulting, Ford straightened himself up, pointed his finger at the Muestioning lawyer and repliedO P!f ! should really wish to answer the foolish Muestion you ha1e Eust as4ed, or any of the others you ha1e 2een as4ing, let me remind you that ! ha1e a row of electric push:2uttons hanging o1er my des4 and 2y placing my finger on the right 2utton ! could call in men who could gi1e me the correct answer to all the Muestions you ha1e as4ed and to many that you ha1e not the intelligence either to as4 or answer. +ow, will you 4indly tell me why ! should 2other a2out filling my mind with a lot of useless details in order to answer e1ery fool Muestion that anyone may as4, when ! ha1e a2le men all a2out me who can supply me with all the facts ! want when ! call for themLP This answer is Muoted from memory, 2ut it su2stantially relates Ford6s answer. There was silence in the court:room. The Muestioning attorney6s under Eaw dropped down, his eyes opened widely? the Eudge leaned forward from the 2ench and ga;ed in -r. Ford6s direction? many of the Eury awo4e and loo4ed around as if they had heard an eBplosion 8which they actually had9. * prominent clergyman who was present in the court:room at the time said, later, that the scene reminded him of that which must ha1e eBisted when 3esus .hrist was on trial 2efore Pontius Pilate, Eust after He had gi1en His famous reply to Pilate6s Muestion, PWhat is truthLP !n the 1ernacular of the day, Ford6s reply 4noc4ed the Muestioner cold. Up to the time of that reply the lawyer had 2een enEoying considera2le fun at what he 2elie1ed to 2e Ford6s eBpense, 2y adroitly displaying his 8the lawyer6s9 sample case of general 4nowledge and comparing it with what he inferred to 2e Ford6s ignorance as to many e1ents and su2Eects. But that answer spoiled the lawyer6s fun l !t also pro1ed once more 8to all who had the intelligence to accept the proof9 that true education means mind de1elopment? not merely the gathering and classifying of 4nowledge. Ford could not, in all pro2a2ility, ha1e named the capitals of all the States of the United States, 2ut he could ha1e and in fact had gathered the PcapitalP with which to Pturn many wheels Pwithin e1ery State in the Union. "ducation:let us not forget this:consists of the power with which to get e1erything one needs when he needs it, without 1iolating the rights of his fellow men. Ford comes well within that definition, and for the reason which the author has here tried to ma4e plain, 2y relating the foregoing incident connected with the simple Ford philosophy. There are many men of PlearningP who could easily entangle Ford, theoretically, with a ma;e of Muestions none of which he, personally, could answer. But Ford could turn right around and wage a 2attle in industry, or finance that would eBterminate those same men, with all of their 4nowledge and all of their wisdom. Ford could not go into his chemical la2oratory and separate water into its component atoms of hydrogen and oBygen and then re:com2ine these atoms in their former order, 2ut he 4nows how to surround himself with chemists who can do this for him if he wants it done. The man who can intelligently use the 4nowledge possessed 2y another is as much or more a man of education as the person who merely has the 4nowledge 2ut does not 4now what to do with it. The president of a well 4nown college inherited a large tract of 1ery poor land. This land had no tim2er of commercial 1alue, no minerals or other 1alua2le appurtenances, therefore it was nothing 2ut a source of eBpense to him, for he had to pay taBes on it. The State 2uilt a highway through the land. *n PuneducatedP man who was dri1ing his automo2ile o1er this road o2ser1ed that this poor land was on top of a mountain which commanded a wonderful 1iew for many miles in all directions. He 8the ignorant one9 also o2ser1ed that the land was co1ered with a growth of small pines and other saplings. He 2ought fifty FHGF

acres of the land for Q$@.@@ an acre. +ear the pu2lic highway he 2uilt a uniMue log house to which he attached a large dining room. +ear the house he put in a gasoline filling station. He 2uilt a do;en single: room log houses along the road, these he rented out to tourists at QC.@@ a night, each. The dining room, gasoline filling station and log houses 2rought him a net income of Q$H,@@@.@@ the first year. The neBt year he eBtended his plan 2y adding fifty more log houses, of three rooms each, which he now rents out as summer country homes to people in a near:2y city, at a rental of Q$H@.@@ each for the season. The 2uilding material cost him nothing, for it grew on his land in a2undance 8that same land which the college president 2elie1ed to 2e worthless9. -oreo1er, the uniMue and unusual appearance of the log 2ungalows ser1ed as an ad1ertisement of the plan, whereas many would ha1e considered it a real calamity had they 2een compelled to 2uild out of such crude materials. ess than fi1e miles from the location of these log houses this same man purchased an old wor4ed: out farm of $H@ acres, for Q&H.@@ an acre, a price which the seller 2elie1ed to 2e eBtremely high. By 2uilding a dam, one hundred feet in length, the purchaser of this old farm turned a stream of water into a la4e that co1ered fifteen acres of the land, stoc4ed the la4e with fish, then sold the farm off in 2uilding lots to people who wanted summering places around the la4e. The total profit reali;ed from this simple transaction was more than Q&H,@@@.@@, and the time reMuired for its consummation was one summer. (et this man of 1ision and imagination was not PeducatedPin the orthodoB meaning of that term. et us 4eep in mind the fact that it is through these simple illustrations of the use of organi;ed 4nowledge that one may 2ecome educated and powerful. !n spea4ing of the transaction here related, the college president who sold the fifty acres of worthless 8L9 land for QH@@.@@ saidO P3ust thin4 of it< That man, whom most of us might call ignorant, miBed his ignorance with fifty acres of worthless land and made the com2ination yield more yearly than ! earn from fi1e years of application of so:called education.P

SSSSSSSS
There is an opportunity, if not scores of them, in e1ery State in *merica, to ma4e use of the idea here descri2ed. From now on ma4e it your 2usiness to study the lay of all land you see that is similar to that descri2ed in this lesson, and you may find a suita2le place for de1eloping a similar money:ma4ing enterprise. The idea is particularly adapta2le in localities where 2athing 2eaches are few, as people naturally li4e such con1eniences. The automo2ile has caused a great system of pu2lic highways to 2e 2uilt throughout the United States. On practically e1ery one of these highways there is a suita2le spot for a P.a2in .ityP for tourists which can 2e turned into a regular money:ma4ing mint 2y the man with the !-*/!+*T!O+ and S" F: .O+F!#"+." to do it. There are opportunities to ma4e money all around you. This course was designed to help you PseeP these opportunities, and to inform you how to ma4e the most of them after you disco1er them.

FHHF

WH"+ you lose your sense of humor, get a Eo2 running an ele1ator, 2ecause your life will 2e a series of UPS and #OW+S, anyway.

FHKF

WHO CAN PROFIT MOST BY THE LAW OF SUCCESS PHILOSOPHY)

)*! )O*# OFF!.!* S who want a 2etter spirit of co:operation 2etween their trainmen and the pu2lic they ser1e. S* *)!"# P"OP " who wish to increase their earning power and mar4et their ser1ices to 2etter ad1antage. S* "SP"OP " who wish to 2ecome masters in their chosen field. The aw of Success philosophy co1ers e1ery 4nown law of selling, and includes many features not included in any other course. !+#UST)!* P *+T -*+*/")S who understand the 1alue of greater harmony among their employees. )*! )O*# "-P O(""S who wish to esta2lish records of efficiency which will lead to more responsi2le positions, with greater pay. -").H*+TS who wish to eBtend their 2usiness 2y adding new customers. The aw of Success philosophy will help any merchant increase his 2usiness 2y teaching him how to ma4e a wal4ing ad1ertisement of e1ery customer who comes into his store. *UTO-OB! " */"+TS who wish to increase the selling power of their salesmen. * large part of the aw of Success course was de1eloped from the life:wor4 and eBperience of the greatest automo2ile salesman li1ing, and it is therefore of unusual help to the Sales -anager who is directing the efforts of *utomo2ile Salesmen. !F" !+SU)*+." */"+TS who wish to add new policy:holders and increase the insurance on present policy:holders. One ife !nsurance Salesman, in Ohio, sold a Fifty Thousand #ollar policy to one of the officials of the .entral Steel .ompany, as the result of 2ut one reading of the lesson on PProfiting 2y Failures.P This same salesman has 2ecome one of the star men of the +ew (or4 ife !nsurance .ompany6s staff, as the result of his training in the Fifteen aws of Success. S.HOO T"*.H")S who wish to ad1ance to the top in their present occupation, or who are loo4ing for an opportunity to enter the more profita2le field of 2usiness as a life:wor4. STU#"+TS, 2oth .ollege and High School, who are undecided as to what field of endea1or they wish to enter as a life:wor4. The aw of Success course co1ers a complete Personal *nalysis ser1ice which helps the student of the philosophy to determine the wor4 for which he or she is 2est fitted. B*+>")S who wish to eBtend their 2usiness through 2etter and more courteous methods of ser1ing their clients. B*+> . ")>S who are am2itious to prepare themsel1es for eBecuti1e positions in the field of 2an4ing, or in some commercial or industrial field. PH(S!.!*+S and #"+T!STS who wish to eBtend their practice without 1iolating the ethics of their profession 2y direct ad1ertising. * prominent physician has said that the aw of Success course is worth Q$,@@@.@@ to any professional man or woman whose professional ethics pre1ent direct ad1ertising. P)O-OT")S who wish to de1elop new and heretofore unwor4ed com2inations in 2usiness or industry. The principle descri2ed in this !ntroductory esson is said to ha1e made a small fortune for a man who used it as the 2asis of a real estate promotion. )"* "ST*T" -"+ who wish new methods for promoting sales. This !ntroductory esson contains a description of an entirely new real:estate promotion plan which is sure to ma4e fortunes for many who will put it to use. This plan may 2e put into operation in practically e1ery State. -oreo1er, it may 2e employed 2y men who ne1er promoted an enterprise. FHNF

F*)-")S who wish to disco1er new methods of mar4eting their products so as to gi1e them greater net returns, and those who own lands suita2le for su2di1ision promotion under the plan referred to at the end of this !ntroductory esson. Thousands of farmers ha1e Pgold minesP in the land they own which is not suita2le for culti1ation, which could 2e used for recreation and resort purposes, on a highly profita2le 2asis. ST"+O/)*PH")S and BOO>>""P")S who are loo4ing for a practical plan to promote themsel1es into higher and 2etter paying positions. The aw of Success course is said to 2e the 2est course e1er written on the su2Eect of mar4eting personal ser1ices. P)!+T")S who want a larger 1olume of 2usiness and more efficient production as the result of 2etter cooperation among their own employees. #*( *BO)")S who ha1e the am2ition to ad1ance into more responsi2le positions, in wor4 that has greater responsi2ilities and conseMuently offers more pay. *W(")S who wish to eBtend their clientele through dignified, ethical methods which will 2ring them to the attention, in a fa1ora2le way, of a greater num2er of people who need legal ser1ices. BUS!+"SS "A".UT!,"S who wish to eBpand their present 2usiness, or who wish to handle their present 1olume with less eBpense, as the result of greater co:operation 2etween their employees. *U+#)( OW+")S who wish to eBtend their 2usiness 2y teaching their dri1ers how to ser1e more courteously and efficiently. !F" !+SU)*+." /"+")* */"+TS who wish 2igger and more efficient sales organi;ations. .H*!+ STO)" -*+*/")S who want a greater 1olume of 2usiness as the result of more efficient indi1idual sales efforts. -*))!"# P"OP " who are unhappy, and therefore unsuccessful, 2ecause of lac4 of harmony and cooperation in the home. To all descri2ed in the foregoing classification the aw of Success philosophy offers 2oth #"F!+!T" and SP""#( aid.

FH'F

*+ *!- !+ !F" !S TH" O+ ( FO)TU+" WO)TH F!+#!+/? *+# !T !S +OT TO B" FOU+# !+ FO)"!/+ *+#S, BUT !+ TH" H"*)T !TS" F. :)o2ert ouis Ste1enson.

FH%F

SUMMARY OF INTRODUCTORY LESSON

The purpose of this summary is to aid the student in mastering the central idea around which the lesson has 2een de1eloped. This idea is represented 2y the term P-aster -indP which has 2een descri2ed in great detail throughout the lesson. *ll new ideas, and especially those of an a2stract nature, find lodgment in the human mind only after much repetition, a well 4nown truth which accounts for the re:statement, in this summary, of the principle 4nown as the P-aster -ind.P * P-aster -indP may 2e de1eloped 2y a friendly alliance, in a spirit of harmony of purpose, 2etween two or more minds. This is an appropriate place at which to eBplain that out of e1ery alliance of minds, whether in a spirit of harmony or not, there is de1eloped another mind which affects all participating in the alliance. +o two or more minds e1er met without creating, out of the contact, another mind, 2ut not always is this in1isi2le creation a P-aster -ind.P There may 2e, and altogether too often there is, de1eloped out of the meeting of two or more minds a negati1e power which is Eust the opposite to a P-aster -ind.P There are certain minds which, as has already 2een stated throughout this lesson, cannot 2e made to 2lend in a spirit of harmony. This principle has its compara2le analogy in chemistry, reference to which may ena2le the student to grasp more clearly the principle here referred to. For eBample, the chemical formula H&O 8meaning the com2ining of two atoms of hydrogen with one atom of oBygen9 changes these two elements into water. One atom of hydrogen and one atom of oBygen will not produce water? moreo1er, they cannot 2e made to associate themsel1es in harmony< There are many 4nown elements which, when com2ined, are immediately transformed from harmless into deadly poisonous su2stances. Stated differently, many well 4nown poisonous elements are neutrali;ed and rendered harmless when com2ined with certain other elements. 3ust as the com2ining of certain elements changes their entire nature, the com2ining of certain minds changes the nature of those minds, producing either a certain degree of what has 2een called a P-aster -ind,P or its opposite, which is highly destructi1e. *ny man who has found his mother:in:law to 2e incompati2le has eBperienced the negati1e application of the principle 4nown as a P-aster -ind.P For some reason as yet un4nown to in1estigators in the field of mind 2eha1ior, the maEority of mothers:in:law appear to affect their daughters 6hus2ands in a highly negati1e manner, the meeting of their minds with those of their sons:in:law creating a highly antagonistic influence instead of a P-aster -ind.P This fact is too well 4nown as a truth to ma4e eBtended comment necessary. Some minds will not 2e harmoni;ed and cannot 2e 2lended into a P-aster -ind,P a fact which all leaders of men will do well to remem2er. !t is the leader6s responsi2ility so to group his men that those who ha1e 2een placed at the most strategic points in his organi;ation are made up of indi1iduals whose minds .*+ and W! B" 2lended in a spirit of friendliness and harmony. *2ility so to group men is the chief outstanding Muality of leadership. !n esson Two of this course the student will disco1er that this a2ility was the main source of 2oth the power and fortune accumulated 2y the late *ndrew .arnegie. >nowing nothing whatsoe1er of the technical end of the steel 2usiness, .arnegie so com2ined and grouped the men of which his P-aster -indP was composed that he 2uilt the most successful steel industry 4nown to the world during his life:time. Henry Ford6s gigantic success may 2e traced to the successful application of this selfsame principle. FK@F

With all the self:reliance a man could ha1e, Ford, ne1ertheless, did not depend upon himself for the 4nowledge necessary in the successful de1elopment of his industries. i4e .arnegie, he surrounded himself with men who supplied the 4nowledge which he, himself, did not and could not possess. -oreo1er, Ford pic4ed men who could and did harmoni;e in group effort. The most effecti1e alliances, which ha1e resulted in the creation of the principle 4nown as the P-aster -ind,P ha1e 2een those de1eloped out of the 2lending of the minds of men and women. The reason for this is the fact that the minds of male and female will more readily 2lend in harmony than will the minds of males. *lso, the added stimulus of seBual contact often enters into the de1elopment of a P-aster -indP 2etween a man and a woman. !t is a well 4nown fact that the male of the species is 4eener and more alert for Pthe chase,P let the goal or o2Eect of the chase 2e what it may, when inspired and urged on 2y a female. This human trait 2egins to manifest itself in the male at the age of pu2erty, and continues throughout his life. The first e1idence of it may 2e o2ser1ed in athletics, where 2oys are playing 2efore an audience made up of females. )emo1e the women from the audience and the game 4nown as foot2all would soon 2ecome a 1ery tame affair. * 2oy will throw himself into a foot2all game with almost superhuman effort when he 4nows that the girl of his choice is o2ser1ing him from the grandstand. *nd that same 2oy will throw himself into the game of accumulating money with the same enthusiasm when inspired and urged on 2y the woman of his choice? especially if that woman 4nows how to stimulate his mind with her own, through the law of the P-aster -ind.P On the other hand, that same woman may, through a negati1e application of the law of the P-aster -indP 8nagging, Eealousy, selfishness, greed, 1anity9, drag this man down to sure defeat< The late "l2ert Hu22ard understood the principle here descri2ed so well that when he disco1ered that the incompati2ility 2etween himself and his first wife was dragging him down to sure defeat he ran the gamut of pu2lic opinion 2y di1orcing her and marrying the woman who is said to ha1e 2een the main source of his inspiration. +ot e1ery man would ha1e had the courage to defy pu2lic opinion, as Hu22ard did, 2ut who is wise enough to say that his action was not for the 2est interest of all concernedL * man6s chief 2usiness in life is to succeed< The road to success may 2e, and generally is, o2structed 2y many influences which must 2e remo1ed 2efore the goal can 2e reached. One of the most detrimental of these o2stacles is that of unfortunate alliance with minds which do not harmoni;e. !n such cases the alliance must 2e 2ro4en or the end is sure to 2e defeat and failure. The man who has mastered the siB 2asic fears, one of which is the Fear of .riticism, will ha1e no hesitancy in ta4ing what may seem to the more con1ention:2ound type of mind to 2e drastic action when he finds himself circumscri2ed and 2ound down 2y antagonistic alliances, no matter of what nature or with whom they may 2e. !t is a million times 2etter to meet and face criticism than to 2e dragged down to failure and o2li1ion on account of alliances which are not harmonious, whether the alliances 2e of a 2usiness or social nature. To 2e perfectly fran4, the author is here Eustifying di1orce, when the conditions surrounding marriage are such that harmony cannot pre1ail. This is not intended to con1ey the 2elief that lac4 of harmony may not 2e remo1ed through other methods than that of di1orce? for there are instances where the cause of antagonism may 2e remo1ed and harmony esta2lished without ta4ing the eBtreme step of di1orce. FK$F

!F you cannot do great things yourself, remem2er that you may do small things in a great way.

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While it is true that some minds will not 2lend in a spirit of harmony, and cannot 2e forced or induced to do so, 2ecause of the chemical nature of the indi1iduals6 2rains, #O +OT B" TOO )"*#( TO .H*)/" TH" OTH") P*)T( TO (OU) * !*+." W!TH * TH" )"SPO+S!B! !T( OF *.> OF H*)-O+( : )"-"-B"), TH" T)OUB " -*( B" W!TH (OU) OW+ B)*!+< )emem2er, also, that a mind which cannot and will not harmoni;e with one person or persons may harmoni;e perfectly with other types of minds. #isco1ery of this truth has resulted in radical changes in methods of employing men. !t is no longer customary to discharge a man 2ecause he does not fit in the position for which he was originally hired. The discriminating leader endea1ors to place such a man in some other position, where, it has 2een pro1ed more than once, misfits may 2ecome 1alua2le men. The student of this course should 2e sure that the principle descri2ed as the P-aster -indP is thoroughly understood 2efore proceeding with the remaining lessons of the course. The reason for this is the fact that practically the entire course is closely associated with this law of mind operation. !f you are not sure that you understand this law, communicate with the author of the course and secure further eBplanation 2y as4ing such Muestions as you may wish concerning points in connection with which you 2elie1e you need further information. (ou cannot spend too much time in serious thought and contemplation in connection with the law of the P-aster -ind,P for the reason that when you ha1e mastered this law and ha1e learned how to apply it new worlds of opportunity will open to you. This !ntroductory esson, while not really intended as a separate lesson of the aw of Success course, contains sufficient data to ena2le the student who has an aptitude for selling to 2ecome a -aster Salesman. *ny sales organi;ation may ma4e effecti1e use of the law of the P-aster -indP 2y grouping the salesmen in groups of two or more people who will ally themsel1es in a spirit of friendly co:operation and apply this law as suggested in this lesson. *n agent for a well 4nown ma4e of automo2ile, who employs twel1e salesmen, has grouped his organi;ation in siB groups of two men each, with the o2Eect of applying the law of the P-aster -ind,P with the result that all the salesmen ha1e esta2lished new high sales records. This same organi;ation has created what it calls the POne:*:Wee4 .lu2,P meaning that each man 2elonging to the .lu2 has a1eraged the sale of one car a wee4 since the .lu2 was organi;ed. The results of this effort ha1e 2een surprising to all< "ach man 2elonging to the .lu2 was pro1ided with a list of $@@ prospecti1e purchasers of automo2iles. "ach salesman sends one postal card a wee4 to each of his$@@ prospecti1e purchasers, and ma4es personal calls on at least ten of these each day. "ach postal card is confined to the description of 2ut one ad1antage of the automo2ile the salesman is selling, and as4s for a personal inter1iew. !nter1iews ha1e increased rapidly, as ha1e, also, sales< The agent who employs these salesmen has offered an eBtra cash 2onus to each salesman who earns the right to mem2ership in the POne:*:Wee4 .lu2P 2y a1eraging one car a wee4. The plan has inEected new 1itality into the entire organi;ation. -oreo1er, the results of the plan are showing in the wee4ly sales record of each salesman. * similar plan could 2e adopted 1ery effecti1ely 2y ife !nsurance *gencies. *ny enterprising /eneral *gent might easily dou2le or e1en triple the 1olume of his 2usiness, with the same num2er of salesmen, through the use of this plan. Practically no changes whatsoe1er would need to 2e made in the method of use of the plan. The .lu2 might 2e called the PPolicy:*:Wee4 .lu2,P meaning that each mem2er pledged himself to sell at least one policy, of an agreed minimum amount, each wee4. FKCF

The student of this course who has mastered the second lesson, and understands how to apply the fundamentals of that lesson 8* #efinite .hief *im9 will 2e a2le to ma4e much more effecti1e use of the plan here descri2ed. !t is not suggested or intended that any student shall underta4e to apply the principles of this lesson, which is merely an !ntroductory esson, until he has mastered at least the neBt fi1e lessons of the aw of Success course. The main purpose of this !ntroductory esson is to state some of the principles upon which the course is founded. These principles are more accurately descri2ed, and the student is taught in a 1ery definite manner how to apply them, in the indi1idual lessons of the course. The automo2ile sales organi;ation referred to in this summary meets at luncheon once a wee4. One hour and a half is de1oted to luncheon and to the discussion of ways and means of applying the principles of this course. This gi1es each man an opportunity to profit 2y the ideas of all the other mem2ers of the organi;ation. Two ta2les are set for the luncheon. *t one ta2le all who ha1e earned the right to mem2ership in the One:*:Wee4 .lu2 are seated. *t the other ta2le, which is ser1iced with tinware instead of china, all who did not earn the right to mem2ership in the .lu2 are seated. These, needless to say, 2ecome the o2Eect of considera2le good: natured chiding from the more fortunate mem2ers seated at the other ta2le. !t is possi2le to ma4e an almost endless 1ariety of adaptations of this plan, 2oth in the field of automo2ile salesmanship and in other fields of selling. The Eustification for its use is that it pays< !t pays not only the leader or manager of the organi;ation, 2ut e1ery mem2er of the sales force as well. This plan has 2een 2riefly descri2ed for the purpose of showing the student of this course how to ma4e practical application of the principles outlined in this course. The final acid test of any theory or rule or principle is that it will *.TU* ( WO)>< The law of the P-aster -indP has 2een pro1ed sound 2ecause it WO)>S. !f you understand this law you are now ready to proceed with esson Two, in which you will 2e further and much more deeply initiated in the application of the principles descri2ed in this !ntroductory esson.

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* W!++") +",") 7U!TS, *+# * 7U!TT") +",") W!+S<

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The ten men who ha1e 2een analy;ed, in the a2o1e chart, are well 4nown throughout the world. "ight of these are 4nown to 2e success:ful, while two are generally considered to ha1e 2een failures. The failures are 3esse 3ames and +apoleon Bonaparte. They ha1e 2een analy;ed for comparison. .arefully o2ser1e where these two men ha1e 2een graded ;ero and you will see why they failed. * grading of ;ero on any one of the Fifteen aws of Success is sufficient to cause failure,e1en though all other grades are high.

+otice that all the successful men grade $@@X on a #efinite .hief *im. This is a prereMuisite to success, in all cases,without eBception. !f you wish to conduct an interesting eBperiment replace the a2o1e ten names with the names of ten people whom you 4now, fi1e of whom are successful and fi1e of whom are failures, and grade each of them. When you are through, /)*#" (OU)S" F, ta4ing care to see that you really 4now what are your wea4nesses.

YOUR SI* MOST DANGEROUS ENEMIES An A te"+t!e+Lesson ,isit Wit! t!e A#t!o"

The Six Specters are labeled: Fear of Poverty, Fear of Death, Fear of Ill-Health, Fear of the Loss of Love, Fear of Old A e, Fear of !riticis"# E'e"$ -e"son on ea"t! is a "aid o so.et!in/. Most ea"s a"e in!e"ited. In t!is essa$ $o# .a$ st#d$ t!e si0 1asic ea"s 2!ic! do t!e .ost da.a/e. Yo#" ea"s .#st 1e .aste"ed 1e o"e $o# can 2in in an$ 2o"t!+2!i&e #nde"ta3in/ in &i e. Find o#t !o2 .an$ o t!e si0 ea"s a"e 1ot!e"in/ $o#4 1#t .o"e i.-o"tant t!an t!is4 dete".ine4 a&so !o2 to con5#e" t!ese ea"s. !+ this picture you ha1e the opportunity to study our siB worst enemies. These enemies are not 2eautiful. The artist who drew this picture did not paint the siB characters as ugly as they really are. !f he had, no one would ha1e 2elie1ed him. *s you read a2out these ugly characters analy;e yourself and find out which of them does (OU the most damage<

SSSSSSSS
The purpose of this essay is to help the readers of this course throw off these deadly enemies. O2ser1e that the siB characters are at your 2ac4, where you cannot con1eniently see them. "1ery human 2eing on this earth is 2ound down to some eBtent 2y one or more of these unseen F"*)S. The first step to 2e ta4en in 4illing off these enemies is to find out where and how you acMuired them. They got their grip upon you through two forms of heredity. One is 4nown as physical heredity, to which #arwin de1oted so much study. The other is 4nown as social heredity, through which the fears, superstitions and 2eliefs of men who li1ed during the dar4 ages ha1e 2een passed on from one generation to another. et us study, first, the part that physical heredity has played in creating these siB B*S!. F"*)S. Starting at the 2eginning, we find that +ature has 2een a cruel 2uilder. From the lowest form of life to the highest, +ature has permitted the stronger to prey upon the wea4er forms of animal life. FKNF

The fish prey upon the worms and insects, eating them 2odily. Birds prey upon the fish. Higher forms of animal life prey upon the 2irds, and upon one another, all the way up the line to man. *nd, man preys upon all the other lower forms of animal life, and upon -*+< The whole story of e1olution is one un2ro4en chain of e1idence of cruelty and destruction of the wea4er 2y the stronger. +o wonder the wea4er forms of animal life ha1e learned to F"*) the stronger. The Fear consciousness is 2orn in e1ery li1ing animal.

SSSSSSSS
So much for the F"*) instinct that came to us through physical heredity. +ow let us eBamine social heredity, and find out what part it has played in our ma4e:up. The term Psocial heredityP has reference to e1erything that we are taught, e1erything we learn or gather from o2ser1ation and eBperience with other li1ing 2eings. ay aside any preEudices and fiBed opinions you may ha1e formed, at least temporarily, and you may 4now the truth a2out your SiB Worst "nemies, starting withO TH" F"*) OF PO,")T(< !t reMuires courage to tell the truth a2out the history of this enemy of man4ind, and still greater courage to hear the truth after it has 2een told. The Fear of Po1erty grows out of man6s ha2it of preying upon his fellow men, economically. The animals which ha1e instinct, 2ut no power to TH!+>, prey upon one another physically. -an, with his superior sense of intuition, and his more powerful weapon of THOU/HT, does not eat his fellow man 2odily? he gets more pleasure from eating him F!+*+.!* (. So great an offender is man, in this respect, that nearly e1ery state and nation has 2een o2liged to pass laws, scores of laws, to protect the wea4 from the strong. "1ery 2lue:s4y law is indisputa2le e1idence of man6s nature to prey upon his wea4er 2rother economically. The second of the SiB Basic Fears with which man is 2ound down isO TH" F"*) OF O # */"< This Fear grows out of two maEor causes. First, the thought that Old *ge may 2ring with it PO,")T(. Secondly, from false and cruel sectarian teachings which ha1e 2een so well miBed with fire and 2rimstone that e1ery human 2eing learned to Fear Old *ge 2ecause it meant the approach of another and, perhaps, a more horri2le world than this. The third of the SiB Basic Fears isO TH" F"*) OF ! H"* THO This Fear is 2orn of 2oth physical and social heredity. From 2irth until death there is eternal warfare within e1ery physical 2ody? warfare 2etween groups of cells, one group 2eing 4nown as the friendly 2uilders of the 2ody, and the other as the destroyers, or Pdisease germs.P The seed of Fear is 2orn in the physical 2ody, to 2egin with, as the result of +ature6s cruel plan of permitting the stronger forms of cell life to prey upon the wea4er. Social heredity has played its part through lac4 of cleanliness and 4nowledge of sanitation. *lso, through the law of suggestion cle1erly manipulated 2y those who profited 2y ! H"* TH. The fourth of the SiB Basic Fears isO TH" F"*) OF OSS OF O," OF SO-"O+"O This Fear fills the asylums with the insanely Eealous, for Eealousy is nothing 2ut a form of insanity. !t also fills the di1orce courts and causes murders and other forms of cruel punishment. !t is a holdo1er, handed down through social heredity, from the stone age when man preyed upon his fellowman 2y stealing his mate 2y physical force. The method, 2ut not the practice, has now changed to some eBtent. !nstead of physical force man now steals his fellow man6s mate with pretty colorful ri22ons and fast motor cars and 2ootleg whis4y, and spar4ling roc4s and stately mansions. -an is impro1ing. He now PenticesP where once he Pdro1e.P The fifth of the SiB Basic Fears isO FK'F

TH" F"*) OF .)!T!.!S-O 3ust how and where man got this Fear is difficult to determine, 2ut it is certain that he has it. But for this Fear men would not 2ecome 2ald:headed. Bald heads come from tightly fitting hat:2ands, which cut off the circulation from the roots of the hair. Women seldom are 2ald 2ecause they wear loose fitting hats. But for Fear of .riticism man would lay aside his hat and 4eep his hair. The ma4ers of clothing ha1e not 2een slow to capitali;e this Basic Fear of man4ind. "1ery season the styles change, 2ecause the clothes ma4ers 4now that few people ha1e the courage to wear a garment that is one season out of step with what PThey are all wearing.P !f you dou2t this 8you gentlemen9 start down the street with last year6s narrow:2rimmed straw hat on, when this year6s style calls for the 2road 2rim. Or 8you ladies9, ta4e a wal4 down the street on "aster morning with last year6s hat on. O2ser1e how uncomforta2le you are, than4s to your unseen enemy, the F"*) OF .)!T!.!S-. The siBth, and last of the SiB Basic Fears is the most dreaded of them all. !t is calledO TH" F"*) OF #"*TH< For tens of thousands of years man has 2een as4ing the still unanswered Muestions : PWH"+."LP and PWH!TH")LP The more crafty of the race ha1e not 2een slow to offer the answer to this eternal Muestion, PWhere did ! come from and where am ! going after #eathLP P.ome into my tent,P says one leader, Pand you may go to Hea1en after #eath. PHea1en was then pictured as a wonderful city whose streets were lined with gold and studded with precious stones. P)emain out of my tent and you may go straight to hell.P Hell was then pictured as a 2la;ing furnace where the poor 1ictim might ha1e the misery of 2urning fore1er in 2rimstone. +o wonder man4ind F"*)S #"*TH<

SSSSSSSS
Ta4e another loo4 at the picture at the 2eginning of this essay and determine,if you can, which of the SiB Basic Fears is doing you the greatest damage. *n enemy disco1ered is an enemy half whipped. Than4s to the schools and colleges man is slowly disco1ering these SiB "nemies. The most effecti1e tool with which to fight them is O)/*+!R"# >+OW "#/". !gnorance and Fear are twin sisters. They are generally found together. But for !/+O)*+." and SUP")ST!T!O+ the SiB Basic Fears would disappear from man6s nature in one generation. !n e1ery pu2lic li2rary may 2e found the remedy for these siB enemies of man4ind, pro1iding you 4now what 2oo4s to read. Begin 2y reading The Science of Power, 2y BenEamin >idd, and you will ha1e 2ro4en the strangle hold of most of your SiB Basic Fears. Follow this 2y reading "merson6s essay on .ompensation. Then select some good 2oo4 on auto:suggestion 8self:suggestion9 and inform yourself on the principle through which your 2eliefs of today 2ecome the realities of tomorrow. -ind !n the -a4ing, 2y )o2inson, will gi1e you a good start toward understanding your own mind.

SSSSSSSS
Through the principle of social heredity the !/+O)*+." and SUP")ST!T!O+ of the dar4 ages ha1e 2een passed on to you. But, you are li1ing in a modern age. On e1ery hand you may see e1idence that e1ery "FF".T has a natural .*US". Begin, now, to study effects 2y their causes and soon you will emancipate your mind from the 2urden of the SiB Basic Fears. Begin 2y studying men who ha1e accumulated great wealth, and find out the .*US" of their achie1ements. Henry Ford is a good su2Eect to start with. Within the short period of twenty:fi1e years he has whipped PO,")T( and made himself the most powerful man on earth. There was no luc4 or chance FK%F

or accident 2ac4 of his achie1ement. !t grew out of his careful o2ser1ation of certain principles which are as a1aila2le to you as they were to him. Henry Ford is not 2ound down 2y the SiB Basic Fears? ma4e no mista4e a2out this. !f you feel that you are too far away from Ford to study him accurately, then 2egin 2y selecting two people whom you 4now close at hand? one representing your idea of F*! U)" and the other corresponding to your idea of SU.."SS. Find out what made one a failure and the other a success. /et the real F*.TS. !n the process of gathering these facts you will ha1e taught yourself a great lesson on .*US" and "FF".T. +othing e1er Eust Phappens.P "1erything, from the lowest animal form that creeps on the earth or swims in the seas, on up to man, is the "FF".T of +ature6s e1olutionary process. "1olution is Porderly change.P +o PmiraclesP are connected with this orderly change. +ot only do the physical shapes and colors of animals undergo slow, orderly change from one generation to another, 2ut the mind of man is also undergoing constant change. Herein lies your hope for impro1ement. (ou ha1e the power to force your mind through a process of rather Muic4 change. !n a single month of properly directed self:suggestion you may place your foot upon the nec4 of e1ery one of your SiB Basic Fears. !n twel1e months of persistent effort you may dri1e the entire herd into the corner where it will ne1er again do you any serious inEury. (ou will resem2le, tomorrow, the #O-!+*T!+/ THOU/HTS that you 4eep ali1e in your mind today< Plant in your mind the seed of #"T")-!+*T!O+ to whip your SiB Basic Fears and the 2attle will ha1e 2een half won then and there. >eep this intention in your mind and it will slowly push your SiB Worst "nemies out of sight, as they eBist nowhere eBcept in your own mind. The man who is powerful F"*)S nothing? not e1en /od. The POW")FU man lo1es /od, 2ut F"*)S Him ne1er< "nduring power ne1er grows out of F"*). *ny power that is 2uilt upon F"*) is 2ound to crum2le and disintegrate. Understand this great truth and you will ne1er 2e so unfortunate as to try to raise yourself to power through the F"*)S of other people who may owe you temporary allegiance. -an is of soul and 2ody formed for deeds Of high resol1e? on fancy6s 2oldest wing To soar unwearied, fearlessly to turn The 4eenest pangs to peacefulness, and taste The Eoys which mingled sense and spirit yield? Or he is formed for a2Eectness and woe, To gro1el on the dunghill of his fears, To shrin4 at e1ery sound, to Muench the flame Of natural lo1e in sensualism, to 4now That hour as 2lest when on his worthless days The fro;en hand of death shall set its seal, (et fear the cure, though hating the disease. The one is man that shall hereafter 2e, The other, man as 1ice has made him now. :SH" "(.

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O+" of the most destructi1e e1ils is slanderous tal4. !t 2rea4s human hearts and ruins reputations with a ruthlessness un4nown in connection with all other e1ils.

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THE LAW OF SUCCESS

In Sixteen Lessons

Napoleon Hill

Teaching, for the First Time in the History of the World, the True Philosophy upon which all Personal Success is Built.

Originally PUB !SH"# in $%&' B( The )* STO+ U+!,")S!T( P)"SS -")!#"+, .O++.

.OP()!/HT, $%&', B( +*PO "O+ H! 000000 *ll )ights )eser1ed

Pu2lished By 3ames ). Henry *ctor, Filmma4er, 5 Business Owner

Printed in the US*

esson Two * #"F!+!T" .H!"F *!-

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The 2est rose 2ush, after all, is not that which has the fewest thorns, 2ut that which 2ears the fin:est roses. :Henry 1an #y4e

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THE LAW OF SUCCESS Lesson T2o A DEFINITE CHIEF AIM

%Yo# Can Do It i Yo# Be&ie'e Yo# Can(%
(OU are at the 2eginning of a course of philosophy which, for the first time in the history of the world, has 2een organi;ed from the 4nown factors which ha1e 2een used and must always 2e used 2y successful people. iterary style has 2een completely su2ordinated for the sa4e of stating the principles and laws included in this course in such a manner that they may 2e Muic4ly and easily assimilated 2y people in e1ery wal4 of life. Some of the principles descri2ed in the course are familiar to all who will read the course. Others are here stated for the first time. !t should 2e 4ept in mind, from the first lesson to the last, that the 1alue of the philosophy lies entirely in the thought stimuli it will produce in the mind of the student, and not merely in the lessons themsel1es. Stated in another way, this course is intended as a mind stimulant that will cause the student to organi;e and direct to a #"F!+!T" end the forces of his or her mind, thus harnessing the stupendous power which most people waste in spasmodic, purposeless thought. Singleness of purpose is essential for success, no matter what may 2e one6s idea of the definition of success. (et singleness of purpose is a Muality which may, and generally does, call for thought on many allied su2Eects. This author tra1eled a long distance to watch 3ac4 #empsey train for an oncoming 2attle. !t was o2ser1ed that he did not rely entirely upon one form of eBercise, 2ut resorted to many forms. The punching 2ag helped him de1elop one set of muscles, and also trained his eye to 2e Muic4. The dum2: 2ells trained still another set of muscles. )unning de1eloped the muscles of his legs and hips. * well 2alanced food ration supplied the materials needed for 2uilding muscle without fat. Proper sleep, relaBation and rest ha2its pro1ided still other Mualities which he must ha1e in order to win. The student of this course is, or should 2e, engaged in the 2usiness of training for success in the 2attle of life. To win there are many factors which must ha1e attention. * well organi;ed, alert and energetic mind is produced 2y 1arious and sundry stimuli, all of which are plainly descri2ed in these lessons. !t should 2e remem2ered, howe1er, that the mind reMuires, for its de1elopment, a 1ariety of eBercise, Eust as the physical 2ody, to 2e properly de1eloped, calls for many forms of systematic eBercise. Horses are trained to certain gaits 2y trainers who hurdle:Eump them o1er handicaps which cause them to de1elop the desired steps, through ha2it and repetition. The human mind must 2e trained in a similar manner, 2y a 1ariety of thought:inspiring stimuli. (ou will o2ser1e, 2efore you ha1e gone 1ery far into this philosophy, that the reading of these lessons will super induce a flow of thoughts co1ering a wide range of su2Eects. For this reason the student should read the course with a note:2oo4 and pencil at hand, and follow the practice of recording these thoughts or PideasP as they come into the mind. By following this suggestion the student will ha1e a collection of ideas, 2y the time the course has 2een read two or three times, sufficient to transform his or her entire life:plan. FNKF

By following this practice it will 2e noticed, 1ery soon, that the mind has 2ecome li4e a magnet in that it will attract useful ideas right out of the Pthin air,P to use the words of a noted scientist who has eBperimented with this principle for a great num2er of years. (ou will do yourself a great inEustice if you underta4e this course with e1en a remote feeling that you do not stand in need of more 4nowledge than you now possess. !n truth, no man 4nows enough a2out any worth:while su2Eect to entitle him to feel that he has the last word on that su2Eect. !n the long, hard tas4 of trying to wipe out some of my own ignorance and ma4e way for some of the useful truths of life, ! ha1e often seen, in my imagination, the /reat -ar4er who stands at the gateway entrance of life and writes PPoor FoolP on the 2row of those who 2elie1e they are wise, and PPoor SinnerP on the 2row of those who 2elie1e they are saints. Which, translated into wor4aday language, means that none of us 4now 1ery much, and 2y the 1ery nature of our 2eing can ne1er 4now as much as we need to 4now in order to li1e sanely and enEoy life while we li1e. Humility is a forerunner of success< Until we 2ecome hum2le in our own hearts we are not apt to profit greatly 2y the eBperiences and thoughts of others. Sounds li4e a preachment on moralityL Well, what if it doesL "1en Ppreachments,P as dry and lac4ing in interest as they generally are, may 2e 2eneficial if they ser1e to reflect the shadow of our real sel1es so we may get an approBimate idea of our smallness and superficiality. Success in life is largely predicated upon our 4nowing men< The 2est place to study the man:animal is in your own mind, 2y ta4ing as accurate an in1entory as possi2le of (OU)S" F. When you 4now yourself thoroughly 8if you e1er do9 you will also 4now much a2out others. To 4now others, not as they seem to 2e, 2ut as they really are, study them throughO $. The posture of the 2ody, and the way they wal4. &. The tone of the 1oice, its Muality, pitch, 1olume. C. The eyes, whether shifty or direct. G. The use of words,their trend, nature and Muality. Through these open windows you may literally Pwal4 right into a man6s soulP and ta4e a loo4 at the )"* -*+< /oing a step further, if you would 4now men study themO When angry When in lo1e When money is in1ol1ed When eating 8alone, and uno2ser1ed, as they 2e:lie1e9 When writing When in trou2le When Eoyful and triumphant When downcast and defeated When facing catastrophe of a ha;ardous nature When trying to ma4e a Pgood impressionP on others When informed of another6s misfortune When informed of another6s good fortune When losing in any sort of a game of sport When winning at sport When alone, in a meditati1e mood. FNNF

Before you can 4now any man, as he really is, you must o2ser1e him in all the foregoing moods, and perhaps more, which is practically the eMui1alent of saying that you ha1e no right to Eudge others at sight. *ppearances count, there can 2e no dou2t of that, 2ut appearances are often decei1ing. This course has 2een so designed that the student who masters it may ta4e in1entory of himself and of others 2y other than Psnap:EudgmentP methods. The student who masters this philosophy will 2e a2le to loo4 through the outer crust of personal adornment, clothes, so:called culture and the li4e, and down deep into the heart of all a2out him. This is a 1ery 2road promise< !t would not ha1e 2een made if the author of this philosophy had not 4nown, from years of eBperimentation and analysis, that the promise can 2e met. Some who ha1e eBamined the manuscripts of this course ha1e as4ed why it was not called a course in -aster Salesmanship. The answer is that the word PsalesmanshipP is commonly, associated with the mar4eting of goods or ser1ices, and it would, therefore, narrow down and circumscri2e the real nature of the course. !t is true that this is a course in -aster Salesmanship, pro1iding one ta4es a deeper:than:the:a1erage 1iew of the meaning of salesmanship. This philosophy is intended to ena2le those who master it to PsellP their way through life successfully, with the minimum amount of resistance and friction. Such a course, therefore, must help the student organi;e and ma4e use of much truth which is o1erloo4ed 2y the maEority of people who go through life as mediocres. +ot all people are so constituted that they wish to 4now the truth a2out all matters 1itally affecting life. One of the great surprises the author of this course has met with, in connection with his research acti1ities, is that so few people are willing to hear the truth when it shows up their own wea4nesses. We prefer illusions to realities< +ew truths, if accepted at all, are ta4en with the pro1er2ial grain of salt. Some of us demand more than a mere pinch of salt? we demand enough to pic4le new ideas so they 2ecome useless. For these reasons the !ntroductory esson of this course, and this lesson as well, co1er su2Eects intended to pa1e the way for new ideas so those ideas will not 2e too se1ere a shoc4 to the mind of the student. The thought the author wishes to Pget acrossP has 2een Muite plainly stated 2y the editor of the *merican -aga;ine, in an editorial which appeared in a recent issue, in the following wordsO POn a recent rainy night, .arl omen, the reindeer 4ing of *las4a, told me a true story. !t has stuc4 in my crop e1er since. *nd now ! am going to pass it along. P6* certain /reenland "s4imo,6 said omen, 6was ta4en on one of the *merican +orth Polar eBpeditions a num2er of years ago. ater, as a reward for faithful ser1ice, he was 2rought to +ew (or4 .ity for a short 1isit. *t all the miracles of sight and sound he was filled with a most ama;ed wonder. When he returned to his nati1e 1illage he told stories of 2uildings that rose into the 1ery face of the s4y? of street cars, which he descri2ed as houses that mo1ed along the trail, with people li1ing in them as they mo1ed? of mammoth 2ridges, artificial lights, and all the other da;;ling concomitants of the metropolis. P6His people loo4ed at him coldly and wal4ed away. *nd forthwith throughout the whole 1illage he was du22ed PSagdlu4,P meaning Pthe iar,P and this name he carried in shame to his gra1e. ong 2efore his death his original name was entirely forgotten. P6When >nud )asmussen made his trip from /reenland to *las4a he was accompanied 2y a /reenland "s4imo named -ite4 8"ider #uc49. -ite4 1isited .openhagen and +ew (or4, where he saw many things for the first time and was greatly impressed. ater, upon his return to /reenland, he recalled the tragedy of Sagdlu4, and decided that it would not 2e wise to tell the truth. !nstead, he would narrate stories that his people could grasp, and thus sa1e his reputation. FN'F

+O person is P"ducatedP who has not at least a PSpea4ing *cMuaintanceP with the aw of .ompensation, as it is descri2ed 2y "merson.

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P6So he told them how he and #octor )asmussen maintained a 4aya4 on the 2an4s of a great ri1er, the Hudson, and how, each morning, they paddled out for their hunting. #uc4s, geese and seals were to 2e had a:plenty, and they enEoyed the 1isit immensely. P6-ite4, in the eyes of his countrymen, is a 1ery honest man. His neigh2ors treat him with rare respect.6 PThe road of the truth:teller has always 2een roc4y. Socrates sipping the hemloc4, .hrist crucified, Stephen stoned, Bruno 2urned at the sta4e, /alileo terrified into retraction of his starry truths : fore1er could one follow that 2loodly trail through the pages of history. $So"ethi% i% h&"a% %at&re "a'es &s rese%t the i"pact of %e( ideas#$ We hate to 2e distur2ed in the 2eliefs and preEudices that ha1e 2een handed down with the family furniture. *t maturity too many of us go into hi2ernation, and li1e off the fat of ancient fetishes. !f a new idea in1ades our, den we rise up snarling from our winter sleep. The "s4imos, at least, had some eBcuse. They were una2le to 1isuali;e the startling pictures drawn 2y Sagdlu4. Their simple li1es had 2een too long circumscri2ed 2y the 2rooding arctic night. But there is no adeMuate reason why the a1erage man should e1er close his mind to fresh PslantsP on life. He does, Eust the same. +othing is more tragic : or more common : than mental inertia. For e1ery ten men who are physically la;y there are ten thousand with stagnant minds. *nd stagnant minds are the 2reeding places of fear. *n old farmer up in ,ermont always used to wind up his prayers with this pleaO POh, /od, gi1e me an open mind<P !f more people followed his eBample they might escape 2eing hamstrung 2y preEudices. *nd what a pleasant place to li1e in the world would 2e.

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"1ery person should ma4e it his 2usiness to gather new ideas from sources other than the en1ironment in which he daily li1es and wor4s. The mind 2ecomes withered, stagnant, narrow and closed unless it searches for new ideas. The farmer should come to the city Muite often, and wal4 among the strange faces and the tall 2uildings. He will go 2ac4 to his farm, his mind refreshed, with more courage and greater enthusiasm. : The city man should ta4e a trip to the country e1ery so often and freshen his mind with sights new and different from those associated with his daily la2ors. "1eryone needs a change of mental en1ironment at regular periods, the same as a change and 1ariety of food are essential. The mind 2ecomes more alert, more elastic and more ready to wor4 with speed and accuracy after it has 2een 2athed in new ideas, outside of one6s own field of daily la2or. *s a student of this course you will temporarily lay aside the set of ideas with which you perform your daily la2ors, and enter a field of entirely new 8and in some instances, heretofore unheard:of9 ideas. Splendid< (ou will come out, at the other end of this course, with a new stoc4 of ideas which will ma4e you more efficient, more enthusiastic and more courageous, %o "atter i% (hat sort of (or' yo& "ay be e% a ed# #o not 2e afraid of new ideas< They may mean to you the difference 2etween success and failure. Some of the ideas introduced in this course will reMuire no further eBplanation or proof of their soundness 2ecause they are familiar to practically e1eryone. Other ideas here introduced are new, and for that 1ery reason many students of this philosophy may hesitate to accept them as sound. "1ery principle descri2ed in this course has 2een thoroughly tested 2y the author, and the maEority of the principles co1ered ha1e 2een tested 2y scores of scientists and others who were Muite capa2le of distinguishing 2etween the merely theoretic and the practical. F'@F

For these reasons all principles here co1ered are 4nown to 2e wor4a2le in the eBact manner claimed for them. Howe1er, no student of this course is as4ed to accept any statement made in these lessons without ha1ing first satisfied himself or herself, 2y tests, eBperiments and analysis, that the statement is sound. The maEor e1il the student is reMuested to a1oid is that of forming opinions without definite F*.TS as the 2asis, which 2rings to mind Her2ert Spencer6s famous admonition, in these words $There is a pri%ciple (hich is a bar a ai%st all i%for"atio%) (hich is proof a ai%st all ar &"e%t) a%d (hich ca%%ot fail to 'eep a "a% i% everlasti% i %ora%ce# This pri%ciple is co%te"pt prior to exa"i%atio%#$ !t may 2e well to 2ear this principle in mind when you come to study the aw of the -aster -ind descri2ed in these lessons. This law em2odies an entirely new principle of mind operation, and, for this reason alone, it will 2e difficult for many students to accept it as sound until after they ha1e eBperimented with it. When the fact is considered, howe1er, that the aw of the -aster -ind is 2elie1ed to 2e the real 2asis of most of the achie1ements of those who are considered geniuses, this aw ta4es on an aspect which calls for more than Psnap:EudgmentP opinions. !t is 2elie1ed 2y many scientific men whose opinions on the su2Eect ha1e 2een gi1en the author of this philosophy, that the aw of the -aster -ind is the 2asis of practically all of the more important achie1ements resulting from group or co:operati1e effort. The late #r. *leBander /raham Bell said he 2elie1ed the aw of the -aster -ind, as it has 2een descri2ed in this philosophy, was not only sound, 2ut that all the higher institutions of learning would soon 2e teaching that aw as a part of their courses in psychology. .harles P. Steinmet; said he had eBperimented with the aw and had arri1ed at the same conclusion as that stated in these lessons, long 2efore he tal4ed to the author of the aw of Success philosophy a2out the su2Eect. uther Bur2an4 and 3ohn Burroughs made similar statements $ "dison was ne1er interrogated on the su2Eect, 2ut other statements of his indicate that he would endorse the aw as 2eing a possi2ility, if not in fact a reality. #r. "lmer /ates endorsed the aw, in a con1ersation with this author more than fifteen years ago. #r. /ates is a scientist of the highest order, ran4ing along with Steinmet;, "dison and Bell. The author of this philosophy has tal4ed to scores of intelligent 2usiness men who, while they were not scientists, admitted they 2elie1ed in the soundness of the aw of the -aster -ind. !t is hardly eBcusa2le, therefore, for men of less a2ility to Eudge such matters, to form opinions as to this aw, without serious, systematic in1estigation.

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et me lay 2efore you a 2rief outline of what this lesson is and what it is intended to do for yo&* Ha1ing prepared myself for the practice of law ! will offer this introduction as a Pstatement of my case.P The e1idence with which to 2ac4 up my case will 2e presented in the siBteen lessons of which the course is composed. The facts out of which this course has 2een prepared ha1e 2een gathered through more than twenty: fi1e years of 2usiness and professional eBperience, and my only eBplanation of the rather free use of the personal pronoun throughout the course is that ! am writing from first-ha%d experie%ce# Before this )eading .ourse on the aw of Success was pu2lished the manuscripts were su2mitted to two prominent uni1ersities with the reMuest that they 2e read 2y competent professors with the o2Eect of eliminating or correcting any statements that appeared to 2e unsound, from an economic 1iewpoint. F'$F

B( and arge, there is no such thing as PSomething for +othing.P !n the long run you get eBactly that for which you pay, whether you are 2uying an automo2ile or a loaf of 2read.

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This reMuest was complied with and the manuscripts were carefully eBamined, with the result that not a single change was made with the eBception of one or two slight changes in wording. One of the professors who eBamined the manuscripts eBpressed himself, in part, as followsO P!t is a tragedy that e1ery 2oy and girl who enters high school is not efficiently drilled on the fifteen maEor parts of your )eading .ourse on the aw of Success. !t is regretta2le that the great uni1ersity with which ! am connected, and e1ery other uni1ersity, does not include your course as a part of its curriculum.P !nasmuch as this )eading .ourse is intended as a map or 2lueprint that will guide you in the attainment of that co1eted goal called PSuccess,P may it not 2e well here to define successL S&ccess is the develop"e%t of the po(er (ith (hich to et (hatever o%e (a%ts i% life (itho&t i%terferi% (ith the ri hts of others# ! would lay particular stress upon the word PpowerP 2ecause it is insepara2ly related to success. We are li1ing in a world and during an age of intense competition, and the law of the sur1i1al of the fittest is e1erywhere in e1idence. Because of these facts all who would enEoy enduring success must go a2out its attainment through the use of power. *nd what is po(er+ Power is or a%i,ed energy or effort. This course is properly called the aw of Success for the reason that it teaches how one may organi;e facts and '%o(led e and the faculties, of one6s mind into a unit of power. This course 2rings you a definite promise, namelyO That thro& h its "astery a%d applicatio% yo& ca% et (hatever yo& (a%t, (ith b&t t(o -&alifyi% (ords - $(ithi% reaso%#$ This Mualification ta4es into consideration your education, your wisdom or your lac4 of it, your physical endurance, your temperament, and all of the other Mualities mentioned in the siBteen lessons of this course as 2eing the factors most essential in the attainment of success. Without a single eBception those who ha1e attained unusual success ha1e done so, either consciously or unconsciously, through the aid of all or a portion of the fifteen maEor factors of which this course is compiled. !f you dou2t this statement, then master these siBteen lessons so you can go a2out the analysis with reasona2le accuracy and analy;e such men as .arnegie, )oc4efeller, Hill, Harriman, Ford and others of this type who ha1e accumulated great fortunes of material wealth, and you will see that they understood and applied the principle of or a%i,ed effort which runs, li4e a golden cord of indisputa2le e1idence, throughout this course. +early twenty years ago ! inter1iewed -r. .arnegie for the purpose of writing a story a2out him. #uring the inter1iew ! as4ed him to what he attri2uted his s&ccess. With a merry little twin4le in his eyes he saidO P(oung man, 2efore ! answer your Muestion will you please define your term 6success6LP *fter waiting until he saw that ! was somewhat em2arrassed 2y his reMuest he continuedO PBy success you ha1e reference to my money, ha1e you notLP ! assured him that money was the term 2y which most people measured success, and he then saidO POh, well :if you wish to 4now how ! got my money : if that is (hat yo& call s&ccess : ! will answer your Muestion 2y saying that we ha1e a master mind here in our 2usiness, and that mind is made up of more than a score of men who constitute my personal staff of superintendents and managers and accountants and chemists and other necessary types. +o one person in this group is the master mind of which ! spea4, 2ut the sum total of the minds in the group, co:ordinated, organi;ed and directed to a definite end in a spirit of harmonious co:operation is the power that got my money for me. +o two minds in the group are eBactly ali4e, 2ut each man in the group does the thing that he is supposed to do and he does it 2etter than any other person in the world could do it.P F'CF

Then and there the seed out of which this course has 2een de1eloped was sown in my mind, 2ut that seed did not ta4e root or germinate until later. This inter1iew mar4ed the 2eginning of years of research which led, finally, to the disco1ery of the principle of psychology descri2ed in the !ntroductory esson as the P-aster -ind.P ! heard all that -r. .arnegie said, 2ut it too4 the 4nowledge gained from many years of su2seMuent contact with the 2usiness world to ena2le me to assimilate that which he said and clearly grasp and understand the principle 2ac4 of it, which was nothing more nor less than the principle of organi;ed effort upon which this course on the aw of Success is founded. .arnegie6s group of men constituted a P-aster -indP and that mind was so well organi;ed, so well co:ordinated, so powerful, that it could ha1e accumulated millions of dollars for -r. .arnegie in practically any sort of endea1or of a commercial or industrial nature. The steel 2usiness in which that mind was engaged was 2ut an incident in connection with the accumulation of the .arnegie wealth. The same wealth could ha1e 2een accumulated had the P-aster -indP 2een directed in the coal 2usiness or the 2an4ing 2usiness or the grocery 2usiness, for the reason that 2ac4 of the mind was power:that sort of power which you may ha1e when you shall ha1e organi;ed the faculties of your own mind and allied yourself with other well organi;ed minds for the attainment of a defi%ite chief ai" in life. * careful chec4:up with se1eral of -r. .arnegie6s former 2usiness associates, which was made after this course was 2egun, pro1es conclusi1ely not only that there is such a law as that which has 2een called the P-aster -ind,P 2ut that this law was the chief source of -r. .arnegie6s success. Perhaps no man was e1er associated with -r. .arnegie who 4new him 2etter than did -r. .. -. Schwa2. !n the following words -r. Schwa2 has 1ery accurately descri2ed that Psu2tle somethingP in -r. .arnegie6s personality which ena2led him to rise to such stupendous heights. P! ne1er 4new a man with so much imagination, li1ely intelligence and instincti1e comprehension. (ou sensed that he pro2ed your thoughts and too4 stoc4 of e1erything that you had e1er done or might do. He seemed to catch at your neBt word 2efore it was spo4en. The play of his mind was da;;ling and his ha2it of close o2ser1ation ga1e him a store of 4nowledge a2out innumera2le matters. PBut his outstanding Muality, from so rich an endowment, was the power of inspiring other men. .onfidence radiated from him. (ou might 2e dou2tful a2out something and discuss the matter with -r. .arnegie. !n a flash he would ma4e you see that it was right and then a2solutely 2elie1e it? or he might settle your dou2ts 2y pointing out its wea4ness. This Muality of attracting others, then spurring them on, arose from his own strength. PThe results of his leadership were remar4a2le. +e1er 2efore in history of industry, ! imagine, was there a man who, without understanding his 2usiness in its wor4ing details, ma4ing no pretense of technical 4nowledge concerning steel or engineering, was yet a2le to 2uild up such an enterprise. $.r# !ar%e ie/s ability to i%spire "e% rested o% so"ethi% deeper tha% a%y fac&lty of 0&d "e%t#$ !n the last sentence -r. Schwa2 has con1eyed a thought which corro2orates the theory of the P-aster -indP to which the author of this course has attri2uted the chief source of -r. .arnegie6s power. -r. Schwa2 has also confirmed the statement that -r. .arnegie could ha1e succeeded as well in any other 2usiness as he did in the steel 2usiness. !t is o21ious that his success was due to his understanding of his own mind and the minds of other men, and not to mere 4nowledge of the steel 2usiness itself. This thought is most consoling to those who ha1e not yet attained outstanding success, for it shows that success is solely a matter of correctly applying laws and principles which are a1aila2le to all? and these laws, let us not forget, are fully descri2ed in the SiBteen essons of this course. -r. .arnegie learned how to apply the law of the P-aster -ind.P This ena2led him to organi;e the faculties of his own mind and the faculties of other men6s minds, and co:ordinate the whole 2ehind a #"F!+!T" .H!"F *!-. F'GF

!F you can run a losing race without 2laming your loss on someone else, you ha1e 2right prospects of success further down the road in life.

F'HF

"1ery strategist, whether in 2usiness or war or industry or other callings, understands the 1alue of organi;ed, co:ordinated effort. "1ery military strategist understands the 1alue of sowing seeds of dissension in the ran4s of the opposing forces, 2ecause this 2rea4s up the power of co:ordination 2ac4 of the opposition. #uring the late world war much was heard a2out the effects of propaganda, and it seems not an eBaggeration to say that the disorgani;ing forces of propaganda were much more destructi1e than were all the guns and eBplosi1es used in the war. One of the most important turning:points of the world war came when the allied armies were placed under the direction of the French /eneral, Foch. There are well informed military men who claim that this was the mo1e which spelled doom for the opposing armies. *ny modern railroad 2ridge is an eBcellent eBample of the 1alue of or a%i,ed effort, 2ecause it demonstrates Muite simply and clearly how thousands of tons of weight may 2e 2orne 2y a comparati1ely small group of steel 2ars and 2eams so arranged that the weight is spread o1er the entire group. There was a man who had se1en sons who were always Muarreling among themsel1es. One day he called them together and informed them that he wished to demonstrate Eust what their lac4 of co:operati1e effort meant. He had prepared a 2undle of se1en stic4s which he had carefully tied together. One 2y one he as4ed his sons to ta4e the 2undle and 2rea4 it. "ach son tried, 2ut in 1ain. Then he cut the strings and handed one of the stic4s to each of his sons and as4ed him to 2rea4 it o1er his 4nee. *fter the stic4s had all 2een 2ro4en, with ease, he saidO PWhen you 2oys wor4 together in a spirit of harmony you resem2le the 2undle of stic4s, and no one can defeat you? 2ut when you Muarrel among yoursel1es anyone can defeat you one at a time.P There is a worth:while lesson in this story of the man and his se1en Muarrelsome sons, and it may 2e applied to the people of a community, the employees and employers in a gi1en place of employment, or to the state and nation in which we li1e. Or a%i,ed effort may 2e made a power, 2ut it may also 2e a dangerous power unless guided with intelligence, which is the chief reason why the siBteenth lesson of this course is de1oted largely to descri2ing how to direct the power of organi;ed effort so that it will lead to success? that sort of success which is founded upon truth and Eustice and fairness that lead to ultimate happiness. One of the outstanding tragedies of this age of struggle and money:madness is the fact that so few people are engaged in the effort which they li4e 2est. One of the o2Eects of this course is to help each student find his or her particular niche in the world6s wor4, where 2oth material prosperity and happiness in a2undance may 2e found. For this purpose a .haracter *nalysis .hart accompanies the siBteenth lesson. This chart is designed to help the student ta4e in1entory of himself and find out what latent a2ility and hidden forces lie sleeping within him. This entire course is intended as a stimulus with which to ena2le you to see yourself and your hidden forces as they are, and to awa4en in you the am2ition and the 1ision and the determination to cause you to go forth and claim that which is rightfully yours. ess than thirty years ago a man was wor4ing in the same shop with Henry Ford, doing practically the same sort of wor4 that he was doing. !t has 2een said that this man was really a more competent wor4man, in that particular sort of wor4, than Ford. Today this man is still engaged in the same sort of wor4, at wages of less than a hundred dollars a wee4, while -r. Ford is the world6s richest man. What outstanding difference is there 2etween these two men which has so widely separated them in terms of material wealthL 3ust this : Ford understood and applied the principle of organi;ed effort while the other man did not. !n the little city of Shel2y, Ohio, as these lines are 2eing written, for the first time in the history of the world this principle of organi;ed effort is 2eing applied for the purpose of 2ringing a2out a closer alliance 2etween the churches and the 2usiness houses of a community. F'KF

The clergymen and 2usiness men ha1e formed an alliance, with the result that practically e1ery church in the city is sMuarely 2ac4 of e1ery 2usinessman, and e1ery 2usinessman is sMuarely 2ac4 of e1ery church. The effect has 2een the strengthening of the churches and the 2usiness houses to such an eBtent that it has 2een said that it would 2e practically impossi2le for any indi1idual mem2er of either class to fail in his calling. The others who 2elong to the alliance will permit no such failures. Here is an eBample of what may happen when groups of men form an alliance for the purpose of placing the com2ined power of the group 2ac4 of each indi1idual unit. The alliance has 2rought 2oth material and moral ad1antages to the city of Shel2y such as are enEoyed 2y 2ut few other cities of its si;e in *merica. The plan has wor4ed so effecti1ely and so satisfactorily that a mo1ement is now under way to eBtend it into other cities throughout *merica. That you may gain a still more concrete 1ision of Eust how this principle of organi;ed effort can 2e made powerful, stop for a moment and allow your imagination to draw a picture of what would li4ely 2e the result if e1ery church and e1ery newspaper and e1ery )otary .lu2 and e1ery >iwanis .lu2 and e1ery *d1ertising .lu2 and e1ery Woman6s .lu2 and e1ery other ci1ic organi;ation of a similar nature, in your city, or in any other city in the United States, should form an alliance for the purpose of pooling their power and using it for the 2enefit of all mem2ers of these organi;ations. The results which might easily 2e attained 2y such an alliance stagger the imagination ! There are three outstanding powers in the world of or a%i,ed effort. They areO The churches, the schools and the newspapers. Thin4 what might easily happen if these three great powers and molders of pu2lic opinion should ally themsel1es together for the purpose of 2ringing a2out any needed change in human conduct. They could, in a single generation, so modify the present standard of 2usiness ethics, for eBample, that it would practically 2e 2usiness suicide for anyone to try to transact 2usiness under any standard eBcept that of the /olden )ule. Such an alliance could 2e made to produce sufficient influence to change, in a single generation, the 2usiness, social and moral tendencies of the entire ci1ili;ed world. Such an alliance would ha1e sufficient power to force upon the minds of the oncoming generations any ideals desired. Power is or a%i,ed effort, as has already 2een stated< Success is 2ased upon power< That you may ha1e a clear conception of what is meant 2y the term Porgani;ed effortP ! ha1e made use of the foregoing illustrations, and for the sa4e of further emphasis ! am going to repeat the statement that the accumulation of great wealth and the attainment of any high station in life such as constitute what we ordinarily call success, are 2ased upon the 1ision to comprehend and the a2ility to assimilate and apply the maEor principles of the siBteen lessons of this course. This course is in complete harmony with the principles of economics and the principles of *pplied Psychology. (ou will o2ser1e that those lessons, which depend, for their practical application, upon 4nowledge of psychology, ha1e 2een supplemented with sufficient eBplanation of the psychological principles in1ol1ed to render the lessons easily understood. Before the manuscripts for this course went to the pu2lisher they were su2mitted to some of the foremost 2an4ers and 2usiness men of *merica, that they might 2e eBamined, analy;ed and critici;ed 2y the most practical type of mind. One of the 2est 4nown 2an4ers in +ew (or4 .ity returned the manuscripts with the following commentO P! hold a master6s degree from (ale, 2ut ! would willingly eBchange all that this degree has 2rought me in return for what your course on the aw of Success would ha1e 2rought me had ! 2een afforded the pri1ilege of ma4ing it a part of my training while ! was studying at (ale. P-y wife and daughter ha1e also read the manuscripts, and my wife has named your course Ythe F'NF

* /OO# "ncyclopaedia contains most of the 4nown facts of the world, 2ut they are as useless as Sand #unes until organi;ed and eBpressed in terms of action.

F''F

master 4ey:2oard of life6 2ecause she 2elie1es that all who understand how to apply it may play a perfect symphony in their respecti1e callings, Eust as a pianist may play any tune when once the 4ey:2oard of the piano and the fundamentals of music ha1e 2een mastered.P +o two people on earth are eBactly ali4e, and for this reason no two people would 2e eBpected to attain from this course the same 1iewpoint. "ach student should read the course, understand it and then appropriate from its contents whate1er he or she needs to de1elop a well rounded personality. Before this appropriation can 2e properly made it will 2e necessary for the student to analy;e himself, through the use of the Muestionnaire that comes with the siBteenth lesson of the course, for the purpose of finding out what his deficiencies may 2e. This Muestionnaire should not 2e filled out until the student thoroughly masters the contents of the entire course, for he will then 2e in position to answer the Muestions with more accuracy and understanding of himself. Through the aid of this Muestionnaire an eBperienced character analyst can ta4e in1entory of one6s faculties as easily and as accurately as a merchant can in1entory the goods on his shel1es. This course has 2een compiled for the purpose of helping the student find out what are his or her natural talents, and for the purpose of helping organi;e, coordinate and put into use the 4nowledge gained from eBperience. For more than twenty years ! ha1e 2een gathering, classifying and organi;ing the material that has gone into the course. #uring the past fourteen years ! ha1e analy;ed more than $K,@@@ men and women, and all of the 1ital facts gathered from these analyses ha1e 2een carefully organi;ed and wo1en into this course. These analyses 2rought out many interesting facts which ha1e helped to ma4e this course practical and usa2le. For eBample, it was disco1ered that ninety:fi1e per cent of all who were analy;ed were failures, and 2ut fi1e percent were successes. 8By the term PfailureP is meant that they had failed to find happiness and the ordinary necessities of life without struggle that was almost un2eara2le.9 Perhaps this is a2out the proportion of successes and failures that might 2e found if all the people of the world were accurately analy;ed. The struggle for a mere eBistence is terrific among people who ha1e not learned how to organi;e and direct their natural talents, while the attainment of those necessities, as well as the acMuiring of many of the luBuries, is comparati1ely simple among those who ha1e mastered the principle of or a%i,ed effort# One of the most startling facts 2rought to light 2y those $K,@@@ analyses was the disco1ery that the ninety:fi1e per cent who were classed as failures were in that class beca&se they had %o defi%ite chief ai" i% life, while the fi1e per cent constituting the successful ones not only had purposes that were defi%ite, 2ut they had, also, defi%ite pla%s for the attainment of their purposes. *nother important fact disclosed 2y these analyses was that the ninety:fi1e per cent constituting the failures were engaged in wor4 which they did not li4e, while the fi1e percent constituting the successful ones were doing that which they li4ed 2est. !t is dou2tful whether a person could 2e a failure while engaged in wor4 which he li4ed 2est. *nother 1ital fact learned from the analyses was that all of the fi1e per cent who were succeeding had formed the ha2it of systematic sa1ing of money, while the ninety:fi1e per cent who were failures sa1ed nothing. This is worthy of serious thought. One of the chief o2Eects of this course is to aid the student in performing his or her chosen wor4 in such a manner that it will yield the greatest returns in 2oth money and happiness.

F'%F

+O POS!T!O+ !+ !F" .*+ B" S".U)", *+# +O *.H!","-"+T .*+ B" P")-*+"+T U+ "SS BU! T UPO+ T)UTH *+# 3UST!.".

F%@F

A De inite C!ie Ai.

The 4ey:note of this entire lesson may 2e found in the word Pdefinite.P !t is most appalling to 4now that ninety:fi1e per cent of the people of the world are drifting aimlessly through life, without the slightest conception of the wor4 for which they are 2est fitted, and with no conception whatsoe1er of e1en the need of such a thing as a defi%ite o2Eecti1e toward which to stri1e. There is a psychological as well as an economic reason for the selection of a defi%ite chief ai" in life. et us de1ote our attention to the psychological side of the Muestion first. !t is a well esta2lished principle of psychology that a person6s acts are always in harmony with the dominating thoughts of his or her mind. *ny definite chief aim that is deli2erately fiBed in the mind and held there, with the determination to reali;e it, finally saturates the entire su2conscious mind until it automatically influences the physical action of the 2ody toward the attainment of that purpose. (our definite chief aim in life should 2e selected with deli2erate care, and after it has 2een selected it should 2e written out and placed where you will see it at least once a day, the psychological effect of which is to impress this purpose upon your su2conscious mind so strongly that it accepts that purpose as a pattern or 2lueprint that will e1entually dominate your acti1ities in life and lead you, step 2y step, toward the attainment of the o2Eect 2ac4 of that purpose. The principle of psychology through which you can impress your definite chief aim upon your su2conscious mind is called *uto:suggestion, or suggestion which you repeatedly ma4e to yourself. !t is a degree of self:hypnotism, 2ut do not 2e afraid of it on that account, for it was this same principle through the aid of which +apoleon lifted himself from the lowly station of po1erty:stric4en .orsican to the dictatorship of France. !t was through the aid of this same principle that Thomas *. "dison has risen from the lowly 2eginning of a news 2utcher to where he is accepted as the leading in1entor of the world. !t was through the aid of this same principle that incoln 2ridged the mighty chasm 2etween his lowly 2irth, in a log ca2in in the mountains of >entuc4y, and the presidency of the greatest nation on earth. !t was through the aid of this same principle that Theodore )oose1elt 2ecame one of the most aggressi1e leaders that e1er reached the presidency of the United States. (ou need ha1e no fear of the principle of *uto suggestion as long as you are sure that the o2Eecti1e for which you are stri1ing is one that will 2ring you happiness of an enduring nature. Be sure that your definite purpose is constructi1e? that its attainment will 2ring hardship and misery to no one? that it will 2ring you peace and prosperity, then apply, to the limit of your understanding, the principle of self: suggestion for the speedy attainment of this purpose. On the street corner, Eust opposite the room in which ! am writing, ! see a man who stands there all day long and sells peanuts. He is 2usy e1ery minute. When not actually engaged in ma4ing a sale he is roasting and pac4ing the peanuts in little 2ags. He is one of that great army constituting the ninety:fi1e per cent who ha1e no defi%ite p&rpose in life. He is selling peanuts, not 2ecause he li4es that wor4 2etter than anything else he might do, 2ut 2ecause he ne1er sat down and thought out a defi%ite p&rpose that would 2ring him greater returns for his la2or. He is selling peanuts 2ecause he is a drifter on the sea of life, and one of the tragedies of his wor4 is the fact that the same amount of effort that he puts into it, if directed along other lines, would 2ring him much greater returns. *nother one of the tragedies of this man6s wor4 is the fact that he is unconsciously ma4ing use of the principle of self:suggestion, 2ut he is doing it to his own disad1antage. +o dou2t, if a picture could 2e made of his thoughts, there would 2e nothing in that picture eBcept a peanut roaster, some little paper F%$F

2ags and a crowd of people 2uying peanuts. This man could get out of the peanut 2usiness if he had the 1ision and the am2ition first to imagine himself in a more profita2le calling, and the perse1erance to hold that picture 2efore his mind until it influenced him to ta4e the necessary steps to enter a more profita2le calling. He puts sufficient la2or into his wor4 to 2ring him a su2stantial return if that la2or were directed toward the attainment of a defi%ite p&rpose that offered 2igger returns. One of my closest personal friends is one of the 2est 4nown writers and pu2lic spea4ers of this country. *2out ten years ago he caught sight of the possi2ilities of this principle of self:suggestion and 2egan, immediately, to harness it and put it to wor4. He wor4ed out a plan for its application that pro1ed to 2e 1ery effecti1e. *t that time he was neither a writer nor a spea4er. "ach night, Eust 2efore going to sleep, he would shut his eyes and see, in his imagination, a long council ta2le at which he placed 8in his imagination9 certain well 4nown men whose characteristics he wished to a2sor2 into his own personality. *t the end of the ta2le he placed incoln, and on either side of the ta2le he placed +apoleon, Washington, "merson and "l2ert Hu22ard. He then proceeded to tal4 to these imaginary figures that he had seated at his imaginary council ta2le, something after this mannerO -r. incolnO ! desire to 2uild in my own character those Mualities of patience and fairness toward all man4ind and the 4een sense of humor which were your outstanding characteristics. ! need these Mualities and ! shall not 2e contented until ! ha1e de1eloped them. -r. WashingtonO ! desire to 2uild in my own character those Mualities of patriotism and self: sacrifice and leadership which were your outstanding characteristics. -r. "mersonO ! desire to 2uild in my own character those Mualities of 1ision and the a2ility to interpret the laws of +ature as written in the roc4s of prison walls and growing trees and flowing 2roo4s and growing flowers and the faces of little children, which were your outstanding characteristics. +apoleonO ! desire to 2uild in my own character those Mualities of self:reliance and the strategic a2ility to master o2stacles and profit 2y mista4es and de1elop strength out of defeat, which were your outstanding characteristics. -r. Hu22ardO ! desire to de1elop the a2ility to eMual and e1en to eBcel the a2ility that you possessed with which to eBpress yourself in clear, concise and forceful language. +ight after night, for many months, this man saw these men seated around that imaginary council ta2le until finally he had imprinted their outstanding characteristics upon his own su2conscious mind so clearly that he 2egan to de1elop a personality which was a composite of their personalities. The su2conscious mind may 2e li4ened to a magnet, and when it has 2een 1itali;ed and thoroughly saturated with any defi%ite p&rpose it has a decided tendency to attract all that is necessary for the fulfillment of that purpose. i4e attracts li4e, and you may see e1idence of this law in e1ery 2lade of grass and e1ery growing tree. The acorn attracts from the soil and the air the necessary materials out of which to grow an oa4 tree. !t ne1er grows a tree that is part oa4 and part poplar. "1ery grain of wheat that is planted in the soil attracts the materials out of which to grow a stal4 of wheat. !t ne1er ma4es a mista4e and grows 2oth oats and wheat on the same stal4. *nd men are su2Eect, also, to this same aw of *ttraction. /o into any cheap 2oarding house district in any city and there you will find people of the same general trend of mind associated together. On the other hand, go into any prosperous community and there you will find people of the same general tendencies associated together. -en who are successful always see4 the company of others who are successful, while men who are on the ragged side of life always see4 the company of those who are in similar circumstances. P-isery lo1es company.P Water see4s its le1el with no finer certainty than man see4s the company of those who occupy his own general status financially and mentally. * professor of (ale Uni1ersity and an illiterate ho2o ha1e nothing in common. They would 2e misera2le if thrown together for any great length of time. Oil and water will miB as readily as will men who ha1e nothing in common. F%&F

#O +OT IT" J TH" WO) # WH*T (OU .*+ #O T ISHOWJ !T<

F%CF

*ll of which leads up to this statementO That you will attract to you people who harmoni;e with your own philosophy of life, whether you wish it or not. This 2eing true, can you not see the importance of 1itali;ing your mind with a defi%ite chief ai" that will attract to you people who will 2e of help to you and not a hindranceL Suppose your defi%ite chief ai" is far a2o1e your present station in life. What of itL !t is your pri1ilege :nay, your #UT(, to aim high in life. (ou owe it to yourself and to the community in which you li1e to set a high standard for yourself. There is much e1idence to Eustify the 2elief that nothing (ithi% reaso% is 2eyond the possi2ility of attainment 2y the man whose defi%ite chief ai" has 2een well de1eloped. Some years ago ouis ,ictor "ytinge was gi1en a life sentence in the *ri;ona penitentiary. *t the time of his imprisonment he was an all:around P2ad man,P according to his own admissions. !n addition to this it was 2elie1ed that he would die of tu2erculosis within a year. "ytinge had reason to feel discouraged, if anyone e1er had. Pu2lic feeling against him was intense and he did not ha1e a single friend in the world who came forth and offered him encouragement or help. Then something happened in his own mind that ga1e him 2ac4 his health, put the dreaded Pwhite plagueP to rout and finally unloc4ed the prison gates and ga1e him his freedom. What was thatPsomethingPL 3ust thisO He made up his mind to whip the white plague and regain his health. That was a 1ery defi%ite chief ai". !n less than a year from the time the decision was made he had won. Then he eBtended that defi%ite chief ai" 2y ma4ing up his mind to gain his freedom. Soon the prison walls melted from around him. +o undesira2le en1ironment is strong enough to hold the man or woman who understands how to apply the principle of *uto:suggestion in the creation of a defi%ite chief ai". Such a person can throw off the shac4les of po1erty? destroy the most deadly disease germs? rise from a lowly station in life to power and plenty. *ll great leaders 2ase their leadership upon a defi%ite chief ai". Followers are willing followers when they 4now that their leader is a person with a defi%ite chief ai" who has the courage to 2ac4 up that purpose with action. "1en a 2al4y horse 4nows when a dri1er with a defi%ite chief ai" ta4es hold of the reins? and yields to that dri1er. When a man with a defi%ite chief ai" starts through a crowd e1ery2ody stands aside and ma4es a way for him, 2ut let a man hesitate and show 2y his actions that he is not sure which way he wants to go and the crowd will step all o1er his toes and refuse to 2udge an inch out of his way. +owhere is the lac4 of a defi%ite chief ai" more noticea2le or more detrimental than it is in the relationship 2etween parent and child. .hildren sense 1ery Muic4ly the wa1ering attitude of their parents and ta4e ad1antage of that attitude Muite freely. !t is the same all through life : men with a defi%ite chief ai" command respect and attention at all times. So much for the psychological 1iewpoint of a defi%ite p&rpose. et us now turn to the economic side of the Muestion. !f a steamship lost its rudder, in mid:ocean, and 2egan circling around, it would soon eBhaust its fuel supply without reaching shore, despite the fact that it would use up enough energy to carry it to shore and 2ac4 se1eral times. The man who la2ors without a defi%ite p&rpose that is 2ac4ed up 2y a definite plan for its attainment, resem2les the ship that has lost its rudder. Hard la2or and good intentions are not sufficient to carry a man through to success, for how may a man 2e sure that he has attained success unless he has esta2lished in his mind some definite o2Eect that he wishesL "1ery well 2uilt house started in the form of a defi%ite p&rpose plus a definite plan in the nature of a set of 2lueprints. !magine what would happen if one tried to 2uild a house 2y the hapha;ard method, F%GF

without plans. Wor4men would 2e in each other6s way, 2uilding material would 2e piled all o1er the lot 2efore the foundation was completed, and e1ery2ody on the Eo2 would ha1e a different notion as to how the house ought to 2e 2uilt. )esult, chaos and misunderstandings and cost that would 2e prohi2iti1e. (et had you e1er stopped to thin4 that most people finish school, ta4e up employment or enter a trade or profession without the slightest conception of anything that e1en remotely resem2les a defi%ite p&rpose or a definite planL !n 1iew of the fact that science has pro1ided reasona2ly accurate ways and means of analy;ing character and determining the life:wor4 for which people are 2est fitted, does it not seem a modern tragedy that ninety:fi1e per cent of the adult population of the world is made up of men and women who are failures 2ecause they ha1e not found their proper niches in the world6s wor4L !f success depends upon power, and if power is or a%i,ed effort, and if the first step in the direction of organi;ation is a defi%ite p&rpose, then one may easily see why such a purpose is essential. Until a man selects a defi%ite p&rpose in life he dissipates his energies and spreads his thoughts o1er so many su2Eects and in so many different directions that they lead not to power, 2ut to indecision and wea4ness. With the aid of a small reading glass you can teach yourself a great lesson on the 1alue of or a%i,ed effort. Through the use of such a glass you can focus the sun:rays on a defi%ite spot so strongly that they will 2um a hole through a plan4. )emo1e the glass 8which represents the defi%ite p&rpose9 and the same rays of sun may shine on that same plan4 for a million years without 2urning it. * thousand electric dry 2atteries, when properly organi;ed and connected together with wires, will produce enough power to run a good si;ed piece of machinery for se1eral hours, 2ut ta4e those same cells singly, disconnected, and not one of them would eBert enough energy to turn the machinery o1er once. The faculties of your mind might properly 2e li4ened to those dry cells. When you organi;e your faculties, according to the plan laid down in the siBteen lessons of this )eading .ourse on the aw of Success, and direct them toward the attainment of a definite purpose in life, you then ta4e ad1antage of the co:operati1e or accumulati1e principle out of which power is de1eloped, which is called Organi;ed "ffort. *ndrew .arnegie6s ad1ice was thisO PPlace all your eggs in one 2as4et and then watch the 2as4et to see that no one 4ic4s it o1er.P By that ad1ice he meant, of course, that we should not dissipate any of our energies 2y engaging inside lines. .arnegie was a sound economist and he 4new that most men would do well if they so harnessed and directed their energies that some one thing would 2e done well. When the plan 2ac4 of this )eading .ourse was first 2orn ! remem2er ta4ing the first manuscript to a professor of the Uni1ersity of TeBas, and in a spirit of enthusiasm ! suggested to him that ! had disco1ered a principle that would 2e of aid to me in e1ery pu2lic speech ! deli1ered thereafter, 2ecause ! would 2e 2etter prepared to organi;e and marshal my thoughts. He loo4ed at the outline of the fifteen points for a few minutes, then turned to me and saidO P(es, your disco1ery is going to help you ma4e 2etter speeches, 2ut that is not all it will do. !t will help you 2ecome a more effecti1e writer, for ! ha1e noticed in your pre1ious writings a tendency to scatter your thoughts. For instance, if you started to descri2e a 2eautiful mountain yonder in the distance you would 2e apt to sidetrac4 your description 2y calling attention to a 2eautiful 2ed of wild flowers, or a running 2roo4, or a singing 2ird, detouring here and there, ;ig;ag fashion, 2efore finally arri1ing at the proper point from which to 1iew the mountain. !n the future you are going to find it much less difficult to descri2e an o2Eect, whether you are spea4ing or writing, 2ecause yo&r fiftee% poi%ts represe%t the very fo&%datio% of or a%i,atio%.P * man who had no legs once met a man who was 2lind. To pro1e conclusi1ely that the lame man was a "a% of visio% he proposed to the 2lind man that they form an alliance that would 2e of great 2enefit to 2oth. P(ou let me clim2 upon your 2ac4,P said he to the 2lind man, Pthen ! will use your legs and you may use my eyes. Between the two of us we will get along more rapidly.P F%HF

TH" B"ST .O-:P"+S*T!O+ FO) #O!+/ TH!+/S !S TH" *B! !T( TO #O -O)".

F%KF

Out of allied effort comes greater power. This is a point that is worthy of much repetition, beca&se it for"s o%e of the "ost i"porta%t parts of the fo&%datio% of this 1eadi% !o&rse. The great fortunes of the world ha1e 2een accumulated through the use of this principle of allied effort. That which one man can accomplish single handed, during an entire life:time, is 2ut meagre at 2est, no matter how well organi;ed that man may 2e, 2ut that which one man may accomplish through the principle of alliance with other men is practically without limitation. That PmastermindP to which .arnegie referred during -( inter1iew with him was made up of more than a score of minds. !n that group were men of practically e1ery temperament and inclination. "ach man was there to play a certain part and he did nothing else. There was perfect understanding and teamwor4 2etween these men. !t was .arnegie6s 2usiness to 4eep harmony among them. *nd he did it wonderfully well. !f you are familiar with the game of foot2all you 4now, of course, that the winning team is the one that 2est co:ordinates the efforts of its players. Team:wor4 is the thing that wins. !t is the same in the great game of life. !n your struggle for success you should 4eep constantly in mind the necessity of 4nowing what it is that you want:of 4nowing precisely what is your defi%ite p&rpose : and the 1alue of the principle of or a%i,ed effort in the attainment of that which constitutes your defi%ite p&rpose. !n a 1ague sort of way nearly e1eryone has a definite purpose : namely, the desire for money< But this is not a defi%ite p&rpose within the meaning of the term as it is used in this lesson. Before your purpose could 2e considered defi%ite, e1en though that purpose were the accumulation of money, you would ha1e to reach a decision as to the precise method through which you intend to accumulate that money. !t would 2e insufficient for you to say that you would ma4e money 2y going into some sort of 2usiness. (ou would ha1e to decide Eust what line of 2usiness. (ou would also ha1e to decide Eust where you would locate. (ou would also ha1e to decide the 2usiness policies under which you would conduct your 2usiness. !n answering the Muestion, PWhat !s (our #efinite Purpose !n ife,P that appears in the Muestionnaire? which ! ha1e used for the analysis of more than $K,@@@ people, many answered a2out as followsO P-y definite purpose in life is to 2e of as much ser1ice to the world as possi2le and earn a good li1ing.J That answer is a2out as defi%ite as a frog6s conception of the si;e of the uni1erse is accurate< The o2Eect of this lesson is not to inform you as to what your life:wor4 should 2e, for indeed this could 2e done with accuracy only after you had 2een completely analy;ed, 2ut it is intended as a means of impressing upon your mind a clear conception of the 1alue of a defi%ite p&rpose of some nature, and of the 1alue of understanding the principle of or a%i,ed effort as a means of attaining the necessary power with which to materiali;e your defi%ite p&rpose. .areful o2ser1ation of the 2usiness philosophy of more than one hundred men and women who ha1e attained outstanding success in their respecti1e callings, disclosed the fact that each was a person of prompt and definite decision. The ha2it of wor4ing with a defi%ite chief ai" will 2reed in you the ha2it of prompt decision, and this ha2it will come to your aid in all that you do. -oreo1er, the ha2it of wor4ing with a defi%ite chief ai" will help you to concentrate all your attention on any gi1en tas4 until you ha1e mastered it. .oncentration of effort and the ha2it of wor4ing with a defi%ite chief ai" are two of the essential factors in success which are always found together. One leads to the other. The 2est 4nown successful 2usiness men were all men of prompt decision who wor4ed always with one main, outstanding purpose as their chief aim. F%NF

Some nota2le eBamples are as followsO Woolworth chose, as his defi%ite chief ai", the 2elting of *merica with a chain of Fi1e and Ten .ent Stores, and concentrated his mind upon this one tas4 until he Pmade it and it made him.P Wrigley concentrated his mind on the production and sale of a fi1e:cent pac4age of chewing gum and turned this one idea into millions of dollars. "dison concentrated upon the wor4 of harmoni;ing natural laws and made his efforts unco1er more useful in1entions than any other man who e1er li1ed. Henry . #oherty concentrated upon the 2uilding and operation of pu2lic utility plants and made himself a multimillionaire. !ngersoll concentrated on a dollar watch and girdled the earth with Ptic4ersP and made this one idea yield him a fortune. Statler concentrated on Phomeli4e hotel:ser1iceP and made himself wealthy as well as useful to millions of people who use his ser1ice. "dwin .. Barnes concentrated on the sale of "dison #ictating -achines, and retired, while still a young man, with more money than he needs. Woodrow Wilson concentrated his mind on the White House for twenty:fi1e years, and 2ecame its chief tenant, than4s to his 4nowledge of the 1alue of stic4ing to a defi%ite chief ai". incoln concentrated his mind on freeing the sla1es and 2ecame our greatest *merican President while doing it. -artin W. ittleton heard a speech which filled him with the desire to 2ecome a great lawyer, concentrated his mind on that one aim, and is now said to 2e the most successful lawyer in *merica, whose fees for a single case seldom fall 2elow QH@,@@@.@@. )oc4efeller concentrated on oil and 2ecame the richest man of his generation. Ford concentrated on Pfli11ersP and made himself the richest and most powerful man who e1er li1ed. .arnegie concentrated on steel and made his efforts 2uild a great fortune and plastered his name on pu2lic li2raries throughout *merica. /illette concentrated on a safety ra;or, ga1e the entire world a Pclose sha1eP and made himself a multimillionaire. /eorge "astman concentrated on the 4oda4 and made the idea yield him a fortune while 2ringing much pleasure to millions of people. )ussell .onwell concentrated on one simple lecture, P*cres of #iamonds,P and made the idea yield more than QK,@@@,@@@. Hearst concentrated on sensational newspapers and made the idea worth millions of dollars. Helen >eller concentrated on learning to spea4, and, despite the fact that she was deaf, dum2 and 2lind, reali;ed her defi%ite chief ai". 3ohn H. Patterson concentrated on cash registers and made himself rich and others Pcareful.P The late >aiser of /ermany concentrated on war and got a 2ig dose of it, let us not forget the fact< Fleischmann concentrated on the hum2le little ca4e of yeast and made things hump themsel1es all o1er the world. -arshall Field concentrated on the world6s greatest retail store and lo<it rose 2efore him, a reality. Philip *rmour concentrated on the 2utchering 2usiness and esta2lished a great industry, as well as a 2ig fortune. -illions of people are concentrating, daily, on PO,")T( and F*! U)" and getting 2oth in o1er a2undance. Wright Brothers concentrated on the airplane and mastered the air. F%'F

*+(O+" .*+ PST*)T,P BUT O+ ( TH" THO)OU/HB):"# W! PF!+!SH<P

F%%F

Pullman concentrated on the sleeping car and the idea made him rich and millions of people comforta2le in tra1el. The *nti:Saloon eague concentrated on the Prohi2ition *mendment and 8whether for 2etter or worse9 made it a reality. Thus it will 2e seen that all who succeed wor4 with some definite, outstanding aim as the o2Eect of their la2ors. There is some one thing that you can do 2etter than anyone else in the world could do it. Search until you find out what this particular line of endea1or is, ma4e it the o2Eect of your defi%ite chief ai" and then organi;e all of your forces and attac4 it with the 2elief that you are going to win. !n your search for the wor4 for which you are 2est fitted, it will 2e well if you 2ear in mind the fact that you will most li4ely attain the greatest success 2y finding out what wor4 you li4e 2est, for it is a well 4nown fact that a man generally 2est succeeds in the particular line of endea1or into which he can throw his whole heart and soul. et us go 2ac4, for the sa4e of clarity and emphasis, to the psychological principles upon which this lesson is founded, 2ecause it will mean a loss that you can ill afford if you fail to grasp the real reason for esta2lishing a defi%ite chief ai" in your mind. These principles are as followsO First: "1ery 1oluntary mo1ement of the human 2ody is caused, controlled and directed 2y thought, through the operation of the mind. Seco%d: The presence of any thought or idea in your consciousness tends to produce an associated feeling and to urge you to transform that feeling into appropriate muscular action that is in perfect harmony with the nature of the thought. For eBample, if you thin4 of win4ing your eyelid and there are no counter influences or thoughts in your mind at the time to arrest action, the motor ner1e will carry your thought from the seat of go1ernment, in your 2rain, and appropriate or corresponding muscular action ta4es place immediately. Stating this principle from another angleO (ou choose, for eBample, a defi%ite p&rpose as your life: wor4 and ma4e up your mind that you will carry out that purpose. Fro" the very "o"e%t that yo& "a'e this choice, this p&rpose beco"es the do"i%ati% tho& ht i% yo&r co%scio&s%ess, a%d yo& are co%sta%tly o% the alert for facts, i%for"atio% a%d '%o(led e (ith (hich to achieve that p&rpose. From the time that you plant a defi%ite p&rpose in your mind, your mind 2egins, 2oth consciously and unconsciously, to gather and store away the material with which you are to accomplish that purpose. #esire is the factor which determines what your defi%ite p&rpose in life shall 2e. +o one can select your dominating desire for you, 2ut once you select it yourself it 2ecomes your defi%ite chief ai" and occupies the spotlight of your mind until it is satisfied 2y transformation into reality, unless you permit it to 2e pushed aside 2y conflicting desires. To emphasi;e the principle that ! am here trying to ma4e clear, ! 2elie1e it not unreasona2le to suggest that to 2e sure of successful achie1ement, one6s defi%ite chief ai" in life should 2e 2ac4ed up with a b&r%i% desire for its achie1ement. ! ha1e noticed that 2oys and girls who enter college and pay their way through 2y wor4ing seem to get more out of their schooling than do those whose eBpenses are paid for them. The secret of this may 2e found in the fact that those who are willing to wor4 their way through are 2lessed with a b&r%i% desire for education, and such a desire, if the o2Eect of the desire is within reason, is practically sure of reali;ation. Science has esta2lished, 2eyond the slightest room for dou2t, that through the principle of *uto: suggestion any deeply rooted desire saturates the entire 2ody and mind with the nature of the desire and literally transforms the mind into a powerful magnet that will attract the o2Eect of the desire, if it 2e within reason. For the enlightenment of those who might not properly interpret the meaning of this statement ! will endea1or to state this principle in another way. For eBample, merely desiring an automo2ile will not cause that automo2ile to come rolling in, 2ut, if there is a b&r%i% desire for an F$@@F

automo2ile, that desire will lead to the appropriate action through which an automo2ile may 2e paid for. -erely desiring freedom would ne1er release a man who was confined in prison if it were not sufficiently strong to cause him to do something to entitle himself to freedom. These are the steps leading from desire to fulfillmentO First the b&r%i% desire, then the crystalli;ation of that desire into a defi%ite p&rpose, then sufficient appropriate action to achie1e that purpose. 1e"e"ber that these three steps are al(ays %ecessary to i%s&re s&ccess. ! once 4new a 1ery poor girl who had a b&r%i% desire for a wealthy hus2and, and she finally got him, 2ut not without ha1ing transformed that desire into the de1elopment of a 1ery attracti1e personality which, in turn, attracted the desired hus2and. ! once had a b&r%i% desire to 2e a2le to analy;e character accurately and that desire was so persistent and so deeply seated that it practically dro1e me into ten years of research and study of men and women. /eorge S. Par4er ma4es one of the 2est fountain pens in the world, and despite the fact that his 2usiness is conducted from the little city of 3anes1ille, Wisconsin, he has spread his product all the way around the glo2e and he has his pen on sale in e1ery ci1ili;ed country in the world. -ore than twenty years ago, -r. Par4er6s defi%ite p&rpose was esta2lished in his mind, and that purpose was to produce the 2est fountain pen that money could 2uy. He 2ac4ed that purpose with a b&r%i% desire for its reali;ation and if you carry a fountain pen the chances are that you ha1e e1idence in your own possession that it has 2rought him a2undant success. (ou are a contractor and 2uilder, and, li4e men who 2uild houses out of mere wood and 2ric4 and steel, you must draw up a set of plans after which to shape your s&ccess b&ildi% . (ou are li1ing in a wonderful age, when the materials that go into s&ccess are plentiful and cheap. (ou ha1e at your disposal, in the archi1es of the pu2lic li2raries, the carefully compiled results of two thousand years of research co1ering practically e1ery possi2le line of endea1or in which one would wish to engage. !f you would 2ecome a preacher you ha1e at hand the entire history of what has 2een learned 2y men who ha1e preceded you in this field. !f you would 2ecome a mechanic you ha1e at hand the entire history of the in1entions of machines and the disco1ery and usages of metals and things metallic in nature. !f you would 2ecome a lawyer you ha1e at your disposal the entire history of law procedure. Through the #epartment of *griculture, at Washington, you ha1e at your disposal all that has 2een learned a2out farming and agriculture, where you may use it should you wish to find your life:wor4 in this field. The world was ne1er so resplendent with opport&%ity as it is today. On e1ery hand there is an e1er: increasing demand for the ser1ices of the man or the woman who ma4es a 2etter mouse:trap or performs 2etter stenographic ser1ice or preaches a 2etter sermon or digs a 2etter ditch or runs a more accommodating 2an4. This lesson will not 2e completed until you shall ha1e made your choice as to what your defi%ite chief ai" in life is to 2e and then recorded a description of that purpose in writing and placed it where you may see it e1ery morning when you arise and e1ery night when you retire. Procrastination is:2ut why preach a2out itL (ou 4now that yo& are the hewer of your own wood and the drawer of your own water and the shaper of your own defi%ite chief ai" in life? therefore, why dwell upon that which you already 4nowL * defi%ite p&rpose is something that you must create for yourself. +o one else will create it for you and it will not create itself. What are you going to do a2out itL and whenL and howL Start now to analy;e your desires and find out what it is that you wish, then ma4e up your mind to get it. esson Three will point out to you the neBt step and show you how to proceed. +othing is left to chance, in this )eading .ourse. "1ery step is mar4ed plainly. (our part is to follow the directions until you arri1e at your destination, which is represented 2y your defi%ite chief ai". -a4e that aim clear and 2ac4 it up with persistence which does not recogni;e the word Pimpossi2le.P F$@$F

"1ery line a man writes, and e1ery act in which he indulges, and e1ery word he utters ser1es as unescapa2le e1idence of the nature of that which is deeply im2ed:ded in his own heart, a confession that he cannot disa1ow.

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When you come to select your defi%ite chief ai" Eust 4eep in mind the fact that you cannot aim too high. *lso 4eep in mind the ne1er:1arying truth that you6ll get nowhere if you start nowhere. !f your aim in life is 1ague your achie1ements will also 2e 1ague, and it might well 2e added, 1ery "ea er# 2%o( (hat yo& (a%t, (he% yo& (a%t it, (hy yo& (a%t it a%d HO3 yo& i%te%d to et it. This is 4nown to teachers and students of psychology as the WWWH formula : Pwhat, when, why and how.P )ead this lesson four times, at inter1als of one wee4 apart. (ou will see much in the lesson the fourth time you read it that you did not see the first time. (our success in mastering this course and in ma4ing it 2ring you success will depend 1ery largely, if not entirely, upon how well you follow * the instructions it contains. #o not set up your own rules of study. Follow those laid down in the .ourse, as they are the result of years of thought and eBperimentation. !f you wish to eBperiment wait until you master this course in the manner suggested 2y its author. (ou will then 2e in position to eBperiment more safely. For the present content yourself 2y 2eing the student. (ou will, let us hope, 2ecome the teacher as well as the student after you ha1e followed the .ourse until you ha1e mastered it. !f you follow the instructions laid down in this .ourse for the guidance of its students, you can no more fail than water can run uphill a2o1e the le1el of its source.

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INSTRUCTIONS FOR APPLYING THE PRINCIPLES OF THIS LESSON

Through the !ntroductory esson of this course you 2ecame familiar with the principle of psychology 4nown as the P-aster -ind.P (ou are now ready to 2egin use of this principle as a means of transforming your defi%ite chief ai" into reality. !t must ha1e occurred to you that one might as well ha1e no defi%ite chief ai" unless one has, also, a 1ery definite and practical plan for ma4ing that aim 2ecome a reality. (our first step is to decide what your maEor aim in life shall 2e. (our neBt step is to write out a clear, concise statement of this aim. This should 2e followed 2y a statement, in writing, of the plan or plans through which you intend to attain the o2Eect of your aim. (our neBt and final step will 2e the forming of an alliance with some person or persons who will cooperate with you in carrying out these plans and transforming your defi%ite chief ai" into reality. The purpose of this friendly alliance is to employ the law of the P-aster -indP in support of your plans. The alliance should 2e made 2etween yourself and those who ha1e your highest and 2est interests at heart. !f you are a married man your wife should 2e one of the mem2ers of this alliance, pro1iding there eBists 2etween you a normal state of confidence and sympathy. Other mem2ers of this alliance may 2e your mother, father, 2rothers or sisters, or some close friend or friends. !f you are a single person your sweetheart, if you ha1e one, should 2ecome a mem2er of your alliance. This is no Eo4e : you are now studying one of the most powerful laws of the human mind, and you will ser1e your own 2est interests 2y seriously and earnestly following the rules laid down in this lesson, e1en though you may not 2e sure where they will lead you. Those who Eoin with you in the formation of a friendly alliance for the purpose of aiding you in the creation of a P-aster -indP should sign, with you, your statement of the o2Eect of your defi%ite chief ai". "1ery mem2er of your alliance must 2e fully acMuainted with the nature of your o2Eect in forming the alliance. -oreo1er, e1ery mem2er must 2e in hearty accord with this o2Eect, and in full sympathy with you. "ach mem2er of your alliance must 2e supplied with a written copy of your statement of your definite chief aim. With this eBception, howe1er, yo& are explicitly i%str&cted to 'eep the ob0ect of yo&r chief ai" to yo&rself. The world is full of P#ou2ting ThomasesP and it will do your cause no good to ha1e these rattle:2rained people scoffing at you and your am2itions. )emem2er, what you need is friendly encouragement and help, not derision and dou2t. !f you 2elie1e in prayer you are instructed to ma4e your defi%ite chief ai" the o2Eect of your prayer at, least once e1ery twenty:four hours, and more often if con1enient. !f you 2elie1e there is a /od who can and will aid those who are earnestly stri1ing to 2e of constructi1e ser1ice in the world, surely you feel that6 you ha1e a right to petition Him for aid in the attainment of what should 2e the most important thing in life to you. !f those who ha1e 2een in1ited to Eoin your friendly alliance 2elie1e in prayer, as4 them, also, to include the o2Eect of this alliance as a part of their daily prayer. .omes, now, one of the most essential rules which you "&st follo(. *rrange with one or all of the mem2ers of your friendly alliance to state to you, in the most positi1e and definite terms at their command, that TH"( >+OW (OU .*+ *+# W! )"* !R" TH" OB3".T OF (OU) #"F!+!T" .H!"F *!-. This affirmation or statement should 2e made to you at least once a day? more often if possi2le. These steps must 2e followed persistently, with full faith that they will lead you where you wish to go< !t will not suffice to carry out these plans for a few days or a few wee4s and then discontinue them. F$@GF

(OU -UST FO OW TH" #"S.)!B"# P)O."#U)". U+T! (OU *TT*!+ TH" OB3".T OF (OU) #"F!+!T" .H!"F *!-, )"/*)# "SS OF TH" T!-" )"7U!)"#. From time to time it may 2ecome necessary to change the plans you ha1e adopted for the achie1ement of the o2Eect of your defi%ite chief ai". -a4e these changes without hesitation. +o human 2eing has sufficient foresight to 2uild plans which need no alteration or change. !f any mem2er of your friendly alliance loses faith in the law 4nown as the P-aster -ind,P immediately remo1e that mem2er and replace him or her with some other person. *ndrew .arnegie stated to the author of this course that he had found it necessary to replace some of the mem2ers of his P-aster -ind.P !n fact he stated that practically e1ery mem2er of whom his alliance was originally composed had, in time, 2een remo1ed and replaced with some other person who could adapt himself more loyally and enthusiastically to the spirit and o2Eect of the alliance. (ou cannot succeed when surrounded 2y disloyal and unfriendly associates, no matter what may 2e the o2Eect of your defi%ite chief ai". Success is 2uilt upon loyalty, faith, sincerity, co:operation and the other positi1e forces with which one must surcharge his en1ironment. -any of the students of this course will want to form friendly alliances with those with whom they are associated professionally or in 2usiness, with the o2Eect of achie1ing success in their 2usiness or profession. !n such cases the same rules of procedure which ha1e 2een here descri2ed should 2e followed. The o2Eect of your defi%ite chief ai" may 2e one that will 2enefit you indi1idually, or it may 2e one that will 2enefit the 2usiness or profession with which you are connected. The law of the P-aster -indPwill wor4 the same in either case. !f you fail, either temporarily or permanently, in the application of this law it (ill be for the reaso% that so"e "e"ber of yo&r allia%ce did %ot e%ter i%to the spirit of the allia%ce (ith faith, loyalty a%d si%cerity of p&rpose. The last sentence is worthy of a second reading< The o2Eect of your defi%ite chief ai" should 2ecome your Pho22y.P (ou should ride this Pho22yP continuously? you should sleep with it, eat with it, play with it, wor4 with it, li1e with it and TH!+> with it. 3hatever yo& (a%t yo& "ay et if yo& (a%t it (ith s&fficie%t i%te%sity, a%d 'eep o% (a%ti% it, pro1iding the o2Eect wanted is one within reason, and you *.TU* ( B" !"," (OU W! /"T !T $ There is a difference, howe1er, 2etween merely PwishingP for something and *.TU* ( B" !",!+/ you will get it. ac4 of understanding of this difference has meant failure to millions of people. The PdoersP are the P2elie1ersP in all wal4s of life. Those who B" !"," they can achie1e the o2Eect of their defi%ite chief ai" do not recogni;e the word impossi2le. +either do they ac4nowledge temporary defeat. They >+OW they are going to succeed, and if one plan fails they Muic4ly replace it with another plan. "1ery noteworthy achie1ement met with some sort of temporary set2ac4 2efore success came. "dison made more than ten thousand eBperiments 2efore he succeeded in ma4ing the first tal4ing machine record the words, P-ary had a little lam2.P !f there is one word which should stand out in your mind in connection with this lesson, it is the word P")S!ST"+."< (ou now ha1e within your possession the pass4ey to achie1ement. (ou ha1e 2ut to unloc4 the door to the Temple of >nowledge and wal4 in. But you must go to the Temple? it will not come to you. !f these laws are new to you the PgoingP will not 2e easy at first. (ou will stum2le many times, 2ut 4eep mo1ing $ ,ery soon you will come to the 2row of the mountain you ha1e 2een clim2ing, and you will 2ehold, in the 1alleys 2elow, the rich estate of >+OW "#/" which shall 2e your reward for your faith and efforts. "1erything has a price. There is no such possi2ility as Psomething for nothing.P !n your eBperiments with the aw of the -aster -ind you are Eoc4eying with +ature, in her highest and no2lest form. +ature cannot 2e tric4ed or cheated. She will gi1e up to you the o2Eect of your struggles only after you ha1e paid her price, which is .O+T!+UOUS, U+(!" #!+/, P")S!ST"+T "FFO)T< F$@HF

P(es, he succeeded : 2ut : he almost failed<P So did )o2ert Fulton and *2raham incoln and nearly all the others whom we call successful. +o man e1er achie1ed worth:while success who did not, at one time or other, find himself with at least one foot hanging well o1er the 2rin4 of failure.

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What more could 2e said on this su2EectL (ou ha1e 2een shown what to do, when to do it, how to do it and why you should do it. !f you will master the neBt lesson, on Self:confidence, you will then ha1e the faith in yourself to ena2le you to carry out the instructions laid down for your guidance in this lesson. -aster of human destinies am !< Fame, lo1e, and fortune on my footsteps wait. .ities and fields ! wal4? ! penetrate #eserts and seas remote, and passing 2y Ho1el and mart and palace: soon or late ! 4noc4, un2idden, once at e1ery gate< !f sleeping, wa4e : if feasting, rise 2efore ! turn away. !t is the hour of fate, *nd they who follow me reach e1ery state -ortals desire, and conMuer e1ery foe Sa1e death? 2ut those who dou2t or hesitate, .ondemned to failure, penury, and woe, See4 me in 1ain and uselessly implore. ! answer not, and ! return no more< : !+/* S.

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+"/ ".T!+/ TO B)O*#"+ TH"!) ,!"W H*S >"PT SO-" -"+ #O!+/ O+" TH!+/ * TH"!) !,"S.

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THE LAW OF SUCCESS

In Sixteen Lessons

Napoleon Hill

Teaching, for the First Time in the History of the World, the True Philosophy upon which all Personal Success is Built.

Originally PUB !SH"# in $%&' B( The )* STO+ U+!,")S!T( P)"SS -")!#"+, .O++.

.OP()!/HT, $%&', B( +*PO "O+ H! 000000 *ll )ights )eser1ed

Pu2lished By 3ames ). Henry *ctor, Filmma4er, 5 Business Owner

Printed in the US*

esson Three S" F:.O+F!#"+."

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*-!#ST all the mysteries 2y which we are surrounded, nothing is more certain than that we are in the presence of an !nfinite and "ternal "nergy from which all things proceed. : Her2ert Spencer

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THE LAW OF SUCCESS Lesson T!"ee Se& +Con idence

%Yo# Can Do It i Yo# Be&ie'e Yo# Can(%
B"FO)" approaching the fundamental principles upon which this lesson is founded it will 2e of 2enefit to you to 4eep in mind the fact that it is practical:that it 2rings you the disco1eries of more than twenty:fi1e years of research:that it has the appro1al of the leading scientific men and women of the world who ha1e tested e1ery principle in1ol1ed. S4epticism is the deadly enemy of progress and self:de1elopment. (ou might as well lay this 2oo4 aside and stop right here as to approach this lesson with the feeling that it was written 2y some long: haired theorist who had ne1er tested the principles upon which the lesson is 2ased. Surely this is no age for the s4eptic, 2ecause it is an age in which we ha1e seen more of +ature6s laws unco1ered and harnessed than had 2een disco1ered in all past history of the human race. Within three decades we ha1e witnessed the mastery of the air? we ha1e eBplored the ocean? we ha1e all 2ut annihilated distances on the earth? we ha1e harnessed the lightning and made it turn the wheels of industry? we ha1e made se1en 2lades of grass grow where 2ut one grew 2efore? we ha1e instantaneous communication 2etween the nations of the world. Truly, this is an age of illumination and unfoldment, 2ut we ha1e as yet 2arely scratched the surface of 4nowledge. Howe1er, when we shall ha1e unloc4ed the gate that leads to the secret power which is stored up within us it will 2ring us 4nowledge that will ma4e all past disco1eries pale into o2li1ion 2y comparison. Thought is the most highly organi;ed form of energy 4nown to man, and this is an age of eBperimentation and research that is sure to 2ring us into greater understanding of that mysterious force called thought, which reposes within us. We ha1e already found out enough a2out the human mind to 4now that a man may throw off the accumulated effects of a thousand generations of fear, through the aid of the principle of A&to-s& estio%. We ha1e already disco1ered the fact that fear is the chief reason for po1erty and failure and misery that ta4es on a thousand different forms. We ha1e already disco1ered the fact that the man who masters fear may march on to successful achie1ement in practically any underta4ing, despite all efforts to defeat him. The de1elopment of self:confidence starts with the elimination of this demon called fear, which sits upon a man6s shoulder and whispers into his ear, $4o& ca%/t do it - yo& are afraid to try - yo& are afraid of p&blic opi%io% - yo& are afraid that yo& (ill fail - yo& are afraid yo& have %ot the ability#$ This fear demon is getting into close Muarters. Science has found a deadly weapon with which to put it to flight, and this lesson on self-co%fide%ce has 2rought you this weapon for use in your 2attle with the world:old enemy of progress, fear. TH" S!A B*S!. F"*)S OF -*+>!+#O "1ery person falls heir to the influence of siB 2asic fears. Under these siB fears may 2e listed the lesser fears. The siB 2asic or maEor fears are here enumerated and the sources from which they are 2elie1ed to ha1e grown are descri2ed. The siB 2asic fears areO a The fear of Po1erty b The fear of Old *ge c The fear of .riticism d The fear of oss of o1e of Someone. F$$CF

e The fear of !ll Health f The fear of #eath Study the list, then ta4e in1entory of your own fears and ascertain under which of the siB headings you can classify them. "1ery human 2eing who has reached the age of understanding is 2ound down, to some eBtent, 2y one or more of these siB 2asic fears. *s the first step in the elimination of these siB e1ils let us eBamine the sources from whence we inherited them.

PHYSICAL AND SOCIAL HEREDITY

*ll that man is, 2oth physically and mentally, he came 2y through two forms of heredity. One is 4nown as physical heredity and the other is called social heredity. Through the law of physical heredity man has slowly e1ol1ed from the amoe2a 8a single:cell animal form9, through stages of de1elopment corresponding to all the 4nown animal forms now on this earth, including those which are 4nown to ha1e eBisted 2ut which are now eBtinct. "1ery generation through which man has passed has added to his nature something of the traits, ha2its and physical appearance of that generation. -an6s physical inheritance, therefore, is a heterogeneous collection of many ha2its and physical forms. There seems little, if any, dou2t that while the siB 2asic fears of man could not ha1e 2een inherited through physical heredity 8these siB 2asic fears 2eing mental states of mind and therefore not capa2le of transmission through physical heredity9, it is o21ious that through physical heredity a most fa1ora2le lodging place for these siB fears has 2een pro1ided. For eBample, it is a well 4nown fact that the whole process of physical e1olution is 2ased upon death, destruction, pain and cruelty? that the elements of the soil of the earth find transportation, in their upward clim2 through e1olution, 2ased upon the death of one form of life in order that another and higher form may su2sist. *ll 1egetation li1es 2y PeatingP the elements of the soil and the elements of the air. *ll forms of animal life li1e 2y PeatingP some other and wea4er form, or some form of 1egetation. The cells of all 1egetation ha1e a 1ery high order of intelligence. The cells of all animal life li4ewise ha1e a 1ery high order of intelligence. Undou2tedly the animal cells of a fish ha1e learned, out of 2itter eBperience, that the group of animal cells 4nown as a fish haw4 are to 2e greatly feared. By reason of the fact that many animal forms 8including that of most men9 li1e 2y eating the smaller and wea4er animals, the Pcell intelligenceP of these animals which enter into and 2ecome a part of man 2rings with it the F"*) growing out of their eBperience in ha1ing 2een eaten ali1e. This theory may seem to 2e far:fetched, and in fact it may not 2e true, 2ut it is at least a logical theory if it is nothing more. The author ma4es no particular point of this theory, nor does he insist that it accounts for any of the siB 2asic fears. There is another, and a much 2etter eBplanation of the source of these fears, which we will proceed to eBamine, 2eginning with a description of social heredity. By far the most important part of man6s ma4e:up comes to him through the law of social heredity, this term ha1ing reference to the methods 2y which one generation imposes upon the minds of the generation under its immediate control the superstitions, 2eliefs, legends and ideas which it, in turn, inherited from the generation preceding. The term Psocial heredityP should 2e understood to mean any and all sources through which a person acMuires 4nowledge, such as schooling of religious and all other natures? reading, word of mouth con1ersation, story telling and all manner of thought inspiration coming from what is generally accepted as one6sPpersonal eBperiences.P F$$GF

)"-"-B") that when you ma4e an appointment with another person you assume the responsi2ility of punctuality, and that you ha1e not the right to 2e a single minute late.

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Through the operation of the law of social heredity anyone ha1ing control of the mind of a child may, through intense teaching, plant in that child6s mind any idea, whether false or true, in such a manner that the child accepts it as true and it 2ecomes as much a part of the child6s personality as any cell or organ of its physical 2ody 8and Eust as hard to change in its nature9. !t is through the law of social heredity that the religionist plants in the child mind dogmas and creeds and religious ceremonies too numerous to descri2e, holding those ideas 2efore that mind until the mind accepts them and fore1er seals them as a part of its irre1oca2le 2elief. The mind of a child which has not come into the age of general understanding, during an a1erage period co1ering, let us say, the first two years of its life, is plastic, open, clean and free. *ny idea planted in such a mind 2y one in whom the child has confidence ta4es root and grows, so to spea4, in such a manner that it ne1er can 2e eradicated or wiped out, no matter how opposed to logic or reason that idea may 2e. -any religionists claim that they can so deeply implant the tenets of their religion in the mind of a child that there ne1er can 2e room in that mind for any other religion, either in whole or in part. The claims are not greatly o1erdrawn. With this eBplanation of the manner in which the law of social heredity operates the student will 2e ready to eBamine the sources from which man inherits the siB 2asic fears. -oreo1er, any student 8eBcept those who ha1e not yet grown 2ig enough to eBamine truth that steps upon the Ppet cornsP of their own superstitions9 may chec4 the soundness of the principle of social heredity as it is here applied to the siB 2asic fears, without going outside of his or her own personal eBperiences. Fortunately, practically the entire mass of e1idence su2mitted in this lesson is of such a nature that all who sincerely see4 the truth may ascertain, for themsel1es, whether the e1idence is sound or not. For the moment at least, lay aside your preEudices and preconcei1ed ideas 8you may always go 2ac4 and pic4 them up again, you 4now9 while we study the origin and nature of man6s SiB Worst "nemies, the siB 2asic fears, 2eginning withO TH" F"*) OF PO,")T(O !t reMuires courage to tell the truth a2out the origin of this fear, and still greater courage, perhaps, to accept the truth after it has 2een told. The fear of po1erty grew out of man6s inherited tendency to prey upon his fellow man economically. +early all forms of lower animals ha1e instinct 2ut appear not to ha1e the power to reason and thin4? therefore, they prey upon one another physically. -an, with his superior sense of intuition, thought and reason, does not eat his fellow men 2odily? he gets more satisfaction out of eating them F!+*+.!* (< Of all the ages of the world of which we 4now anything, the age in which we li1e seems to 2e the age of money worship. * man is considered less than the dust of the earth unless he can display a fat 2an4 account. +othing 2rings man so much suffering and humiliation as does PO,")T(. +o wonder man F"*)S po1erty. Through a long line of inherited eBperiences with the man:animal man has learned, for certain, that this animal cannot always 2e trusted where matters of money and other e1idences of earthly possessions are concerned. -any marriages ha1e their 2eginning 8and often times their ending9 solely on the 2asis of the wealth possessed 2y one or 2oth of the contracting parties. !t is no wonder that the di1orce courts are 2usy< PSocietyP could Muite properly 2e spelled PQociety,P 2ecause it is insepara2ly associated with the dollar mar4. So eager is man to possess wealth that he will acMuire it in whate1er manner he can? through legal methods, if possi2le, through other methods if necessary. The fear of po1erty is a terri2le thing< * man may commit murder, engage in ro22ery, rape and all other manner of 1iolation of the rights of others and still regain a high station in the minds of his fellow men, P)O,!#!+/ always that he does not lose his wealth. Po1erty, therefore, is a crime:an unforgi1a2le sin, as it were. F$$KF

+o wonder man fears it< "1ery statute 2oo4 in the world 2ears e1idence that the fear of po1erty is one of the siB 2asic fears of man4ind, for in e1ery such 2oo4 of laws may 2e found 1arious and sundry laws intended to protect the wea4 from the strong. To spend time trying to pro1e either that the fear of po1erty is one of man6s inherited fears, or that this fear has its origin in man6s nature to cheat his fellow man, would 2e similar to trying to pro1e that three times two are siB. O21iously no man would e1er fear po1erty if he had any grounds for trusting his fellow men, for there is food and shelter and raiment and luBury of e1ery nature sufficient for the needs of e1ery person on earth, and all these 2lessings would 2e enEoyed 2y e1ery person eBcept for the swinish ha2it that man has of trying to push all the other PswineP out of the trough, e1en after he has all and more than he needs. The second of the siB 2asic fears with which man is 2ound isO TH" F"*) OF O # */"O !n the main this fear grows out of two sources. First, the thought that Old *ge may 2ring with it PO,")T(. Secondly, and 2y far the most common source of origin, from false and cruel sectarian teachings which ha1e 2een so well miBed with Pfire and 2rimstoneP and with PpurgatoriesP and other 2ogies that human 2eings ha1e learned to fear Old *ge 2ecause it meant the approach of another, and possi2ly a much more HO))!B ", world than this one which is 4nown to 2e 2ad enough. !n the 2asic fear of Old *ge man has two 1ery sound reasons for his apprehensionO the one growing out of distrust of his fellow men who may sei;e whate1er worldly goods he may possess, and the other arising from the terri2le pictures of the world to come which were deeply planted in his mind, through the law of social heredity, long 2efore he came into possession of that mind. !s it any wonder that man fears the approach of Old *geL The third of the siB 2asic fears isO TH" F"*) OF .)!T!.!S-O 3ust how man acMuired this 2asic fear it would 2e hard, if not impossi2le, definitely to determine, 2ut one thing is certain, he has it in well de1eloped form. Some 2elie1e that this fear made its appearance in the mind of man a2out the time that politics came into eBistence. Others 2elie1e its source can 2e traced no further than the first meeting of an organi;ation of females 4nown as a PWoman6s .lu2.P Still another school of humorists charges the origin to the contents of the Holy Bi2le, whose pages a2ound with some 1ery 1itriolic and 1iolent forms of criticism. !f the latter claim is correct, and those who 2elie1e literally all they find in the Bi2le are not mista4en, then /od is responsi2le for man6s inherent fear of .riticism, 2ecause /od caused the Bi2le to 2e written. This author, 2eing neither a humorist nor a Pprophet,P 2ut Eust an ordinary wor4aday type of person, is inclined to attri2ute the 2asic fear of .riticism to that part of man6s inherited nature which prompts him not only to ta4e away his fellow man6s goods and wares, 2ut to Eustify his action 2y .)!T!.!S- of his fellow man6s character. The fear of .riticism ta4es on many different forms, the maEority of which are petty and tri1ial in nature, e1en to the eBtent of 2eing childish in the eBtreme. Bald:headed men, for eBample, are 2ald for no other reason than their fear of .riticism. Heads 2ecome 2ald 2ecause of the protection of hats with tight fitting 2ands which cut off the circulation at the roots of the hair. -en wear hats, not 2ecause they actually need them for the sa4e of comfort, 2ut mainly 2ecause Pe1ery2ody6s doing it,P and the indi1idual falls inline and does it also, lest some other indi1idual .)!T!.!R" him. Women seldom ha1e 2ald heads, or e1en thin hair, 2ecause they wear hats that are loose, the only purpose of which is to ma4e an appearance. But it must not 2e imagined that women are free from the fear of .riticism associated with hats. !f any woman claims to 2e superior to man with reference to this fear, as4 her to wal4 down the street F$$NF

!+ e1ery soul there has 2een deposited the seed of a great future, 2ut that seed will ne1er germinate, much less grow to maturity, eBcept through the rendering of useful ser1ice.

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wearing a hat that is one or two seasons out of style< The ma4ers of all manner of clothing ha1e not 2een slow to capitali;e this 2asic fear of .riticism with which all man4ind is cursed. "1ery season, it will 2e o2ser1ed, the PstylesP in many articles of wearing apparel change. Who esta2lishes the PstylesPL .ertainly not the purchaser of clothes, 2ut the manufacturer of clothes. Why does he change the styles so oftenL O21iously this change is made so that the manufacturer can sell more clothes. For the same reason the manufacturers of automo2iles 8with a few rare and 1ery sensi2le eBceptions9 change styles e1ery season. The manufacturer of clothing 4nows how the man:animal fears to wear a garment which is one season out of step with Pthat which they are all wearing now.P !s this not trueL #oes not your own eBperience 2ac4 it upL We ha1e 2een descri2ing the manner in which people 2eha1e under the influence of the fear of .riticism as applied to the small and petty things of life. et us now eBamine human 2eha1ior under this fear when it affects people in connection with the more important matters connected with human intercourse. Ta4e, for eBample, practically any person who has reached the age of Pmental maturityP 8from thirty:fi1e to forty:fi1e years of age, as a general a1erage9, and if you could read his or her mind you would find in that mind a 1ery decided dis2elief of and re2ellion against most of the fa2les taught 2y the maEority of the religionists. Powerful and mighty is the fear of .)!T!.!S-< The time was, and not so 1ery long ago at that, when the word PinfidelP meant ruin to whomsoe1er it was applied. !t is seen, therefore, that man6s fear of .)!T!.!S- is not without ample cause for its eBistence. The fourth 2asic fear is that ofO TH" F"*) OF OSS OF O," OF SO-"O+"O The source from which this fear originated needs 2ut little description, for it is o21ious that it grew out of man6s nature to steal his fellow man6s mate? or at least to ta4e li2erties with her, un4nown to her rightful PlordP and master. By nature all men are polygamous, the statement of a truth which will, of course, 2ring denials from those who are either too old to function in a normal way seBually, or ha1e, from some other cause, lost the contents of certain glands which are responsi2le for man6s tendency toward the plurality of the opposite seB. There can 2e 2ut little dou2t that Eealousy and all other similar forms of more or less mild dementia praecoB 8insanity9 grew out of man6s inherited fear of the oss of o1e of Someone. Of all the Psane foolsP studied 2y this author, that represented 2y a man who has 2ecome Eealous of some woman, or that of a woman who has 2ecome Eealous of some man, is the oddest and strangest. The author, fortunately, ne1er had 2ut one case of personal eBperience with this form of insanity, 2ut from that eBperience he learned enough to Eustify him in stating that the fear of the oss of o1e of Someone is one of the most painful, if not in fact the most painful, of all the siB 2asic fears. *nd it seems reasona2le to add that this fear plays more ha1oc with the human mind than do any of the other siB 2asic fears, often leading to the more 1iolent forms of permanent insanity. The fifth 2asic fear is that ofO TH" F"*) OF ! H"* THO This fear has its origin, to considera2le eBtent also, in the same sources from which the fears of Po1erty and Old *ge are deri1ed. The fear of !ll Health must needs 2e closely associated with 2oth Po1erty and Old *ge, 2ecause it also leads toward the 2order line of Pterri2le worldsP of which man 4nows not, 2ut of which he has heard some discomforting stories. The author strongly suspects that those engaged in the 2usiness of selling good health methods ha1e had considera2le to do with 4eeping the fear of !ll Health ali1e in the human mind. F$$%F

For longer than the record of the human race can 2e relied upon, the world has 4nown of 1arious and sundry forms of therapy and health pur1eyors. !f a man gains his li1ing from 4eeping people in good health it seems 2ut natural that he would use e1ery means at his command for persuading people that they needed his ser1ices. Thus, in time, it might 2e that people would inherit a fear of !ll Health. The siBth and last of the siB 2asic fears is that ofO TH" F"*) OF #"*THO To many this is the worst of all the siB 2asic fears, and the reason why it is so regarded 2ecomes o21ious to e1en the casual student of psychology. The terri2le pangs of fear associated with #"*TH may 2e charged directly to religious fanaticism, the source which is more responsi2le for it than are all other sources com2ined. So:called PheathenP are not as much afraid of #"*TH as are the Pci1ili;ed,P especially that portion of the ci1ili;ed population which has come under the influence of theology. For hundreds of millions of years man has 2een as4ing the still unanswered 8and, it may 2e, the unanswera2le9 Muestions, PWH"+."LP and PWH!TH")LP PWhere did ! come from and where am ! going after deathLP The more cunning and crafty, as well as the honest 2ut credulous, of the race ha1e not 2een slow to offer the answer to these Muestions. !n fact the answering of these Muestions has 2ecome one of the so: called PlearnedP professions, despite the fact that 2ut little learning is reMuired to enter this profession. Witness, now, the maEor source of origin of the fear of #"*TH< P.ome into my tent, em2race my faith, accept my dogmas 8and pay my salary9 and ! will gi1e you a tic4et that will admit you straightway into hea1en when you die,P says the leader of one form of sectarianism. P)emain out of my tent,P says this same leader, Pand you will go direct to hell, where you will 2urn throughout eternity.P While, in fad, the self:appointed leader may not 2e a2le to pro1ide safe:conduct into hea1en nor, 2y lac4 of such pro1ision, allow the unfortunate see4er after truth to descend into hell, the possi2ility of the latter seems so terri2le that it lays hold of the mind and creates that fear of fears, the fear of #"*TH< !n truth no man 4nows, and no man has e1er 4nown, what hea1en or hell is li4e, or if such places eBist, and this 1ery lac4 of definite 4nowledge opens the door of the human mind to the charlatan to enter and control that mind with his stoc4 of legerdemain and 1arious 2rands of tric4ery, deceit and fraud. The truth is this : nothing less and nothing more T That +O -*+ >+OWS +O) H*S *+( -*+ ",") >+OW+ WH")" W" .O-" F)O- *T B!)TH O) WH")" W" /O *T #"*TH. *ny person claiming otherwise is either decei1ing himself or he is a conscious impostor who ma4es it a 2usiness to li1e without rendering ser1ice of 1alue, through play upon the credulity of humanity. Be it said, in their 2ehalf, howe1er, the maEority of those engaged in Pselling tic4ets into hea1enP actually 2elie1e not only that they 4now where hea1en eBists, 2ut that their creeds and formulas will gi1e safe passage to all who em2race them. This 2elief may 2e summed up in one word: .)"#U !T(< )eligious leaders, generally, ma4e the 2road, sweeping claim that the present ci1ili;ation owes its eBistence to the wor4 done 2y the churches. This author, as far as he is personally concerned, is willing to grant their claims to 2e correct, if, at the same time he 2e permitted to add that e1en if this claim 2e true the theologians ha1en6t a great deal of which to 2rag. But, it is not : cannot 2e : true that ci1ili;ation has grown out of the efforts of the organi;ed churches and creeds, if 2y the term Pci1ili;ationP is meant the unco1ering of the natural laws and the many in1entions to which the world is the present heir. !f the theologians wish to claim that part of ci1ili;ation which has to do with man6s conduct toward his fellow man they are perfectly welcome to it, as far as this author is concerned? 2ut, on the other hand, if they presume to go22le up the credit for all the scientific disco1ery of man4ind the author 2egs lea1e to F$&@F

(OU are fortunate if you ha1e learned the difference 2etween temporary defeat and failure? more fortunate still, if you ha1e learned the truth that the 1ery seed of success is dormant in e1ery defeat that you eBperience.

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offer 1igorous protest.

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!t is hardly sufficient to state that social heredity is the method through which man gathers all 4nowledge that reaches him through the fi1e senses. !t is more to the point to state HOW social heredity wor4s, in as many different applications as will gi1e the student a comprehensi1e understanding of that law. et us 2egin with some of the lower forms of animal life and eBamine the manner in which they are affected 2y the law of social heredity. Shortly after this author 2egan to eBamine the maEor sources from which men gather the 4nowledge which ma4es them what they are, some thirty:odd years ago, he disco1ered the nest of a ruffed grouse. The nest was so located that the mother 2ird could 2e seen from a considera2le distance when she was on the nest. With the aid of a pair of field glasses the 2ird was closely watched until the young 2irds were hatched out. !t happened that the regular daily o2ser1ation was made 2ut a few hours after the young 2irds came out of the shell. #esiring to 4now what would happen, the author approached the nest. The mother 2ird remained near 2y until the intruder was within ten or twel1e feet of her, then she disarranged her feathers, stretched one wing o1er her leg and went ho22ling away, ma4ing a pretense of 2eing crippled. Being somewhat familiar with the tric4s of mother 2irds, the author did not follow, 2ut, instead, went to the nest to ta4e a loo4 at the little ones. Without the slightest signs of fear they turned their eyes toward him, mo1ing their heads first one way and then another. He reached down and pic4ed one of them up. With no signs of fear it stood in the palm of his hand. He laid the 2ird 2ac4 in the nest and went away to a safe distance to gi1e the mother 2ird a chance to return. The wait was short. ,ery soon she 2egan cautiously to edge her way 2ac4 toward the nest until she was within a few feet of it, when she spread her wings and ran as fast as she could, uttering, meanwhile, a series of sounds similar to those of a hen when she has found some morsel of food and wishes to call her 2rood to parta4e of it. She gathered the little 2irds around and continued to Mui1er in a highly eBcited manner, sha4ing her wings and ruffling her feathers. One could almost hear her words as she ga1e the little 2irds their first lesson in self:defense, through the law of SO.!* H")"#!T(O P(ou silly little creatures< #o you not 4now that men are your enemiesL Shame on you for allowing that man to pic4 you up in his hands. !t6s a wonder he didn6t carry you off and eat you ali1e< The neBt time you see a man approaching ma4e yoursel1es scarce. ie down on the ground, run under lea1es, go anywhere to get out of sight, and remain out of sight until the enemy is well on his way.P The little 2irds stood around and listened to the lecture with intense interest. *fter the mother 2ird had Muieted down the author again started to approach the nest. When within twenty feet or so of the guarded household the mother 2ird again started to lead him in the other direction 2y crumpling up her wing and ho22ling along as if she were crippled. He loo4ed at the nest, 2ut the glance was in 1ain. The little 2irds were nowhere to 2e found< They had learned rapidly to a1oid their natural enemy, than4s to their natural instinct. *gain the author retreated, awaited until the mother 2ird had reassem2led her household, then came out to 1isit them, 2ut with similar results. When he approached the spot where he last saw the mother 2ird not the slightest signs of the little fellows were to 2e found.

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When a small 2oy the author captured a young crow and made a pet of it. The 2ird 2ecame Muite F$&&F

well satisfied with its domestic surroundings and learned to perform many tric4s reMuiring considera2le intelligence. *fter the 2ird was 2ig enough to fly it was permitted to go where1er it pleased. Sometimes it would 2e gone for many hours, 2ut it always returned home 2efore dar4. One day some wild crows 2ecame in1ol1ed in a fight with an owl in a field near the house where the pet crow li1ed. *s soon as the pet heard the Pcaw, caw, cawP of its wild relati1es it flew up on top of the house, and with signs of great agitation, wal4ed from one end of the house to the other. Finally it too4 wing and flew in the direction of the P2attle.P The author followed to see what would happen. !n a few minutes he came up with the pet. !t was sitting on the lower 2ranches of a tree and two wild crows were sitting on a lim2 Eust a2o1e, chattering and wal4ing 2ac4 and forth, acting 1ery much in the same fashion that angry parents 2eha1e toward their offspring when chastising them. *s the author approached, the two wild crows flew away, one of them circling around the tree a few times, meanwhile letting out a terri2le flow of most a2usi1e language, which, no dou2t, was directed at its foolish relati1e who hadn6t enough sense to fly while the flying was good. The pet was called, 2ut it paid no attention. That e1ening it returned home, 2ut would not come near the house. !t sat on a high lim2 of an apple tree and tal4ed in crow language for a2out ten minutes, saying, no dou2t, that it had decided to go 2ac4 to the wild life of its fellows, then flew away and did not return until two days later, when it came 2ac4 and did some more tal4ing in crow language, 4eeping at a safe distance meanwhile. !t then went away and ne1er returned. Social heredity had ro22ed the author of a fine pet< The only consolation he got from the loss of his crow was the thought that it had shown fine sportsmanship 2y coming 2ac4 and gi1ing notice of its intention to depart. -any farmhands had left the farm without going to the trou2le of this formality.

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!t is a well 4nown fact that a foB will prey upon all manner of fowl and small animals with the eBception of the s4un4. +o reason need 2e stated as to why -r. S4un4 enEoys immunity. * foB may tac4le a s4un4 once, 2ut ne1er twice< For this reason a s4un4 hide, when nailed to a chic4en roost, will 4eep all 2ut the 1ery young and ineBperienced foBes at a safe distance. The odor of a s4un4, once eBperienced, is ne1er to 2e forgotten. +o other smell e1en remotely resem2les it. !t is nowhere recorded that any mother foB e1er taught her young how to detect and 4eep away from the familiar smell of a s4un4, 2ut all who are informed on PfoB loreP 4now that foBes and s4un4s ne1er see4 lodgment in the same ca1e. But one lesson is sufficient to teach the foB all it cares to 4now a2out s4un4s. Through the law of social heredity, operating 1ia the sense of smell, one lesson ser1es for an entire life:time.

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* 2ullfrog can 2e caught on a fish:hoo4 2y attaching a small piece of red cloth or any other small red o2Eect to the hoo4 and dangling it in front of the frog6s nose. That is, -r. Frog may 2e caught in this manner, pro1ided he is hoo4ed the first time he snaps at the 2ait, 2ut if he is poorly hoo4ed and ma4es a get:away, or if he feels the point of the hoo4 when he 2ites at the 2ait 2ut is not caught, he will ne1er ma4e the same mista4e again. The author spent many hours in stealthy attempt to hoo4 a particularly desira2le specimen which had snapped and missed, 2efore learning that 2ut one lesson in social heredity is enough to teach e1en a hum2le Pcroa4erP that 2its of red flannel are things to 2e let alone. The author once owned a 1ery fine male *iredale dog which caused no end of annoyance 2y his ha2it of coming home with a young chic4en in his mouth. F$&CF

!S it not strange that we fear most that which ne1er happensL That we destroy our initiati1e 2y the fear of defeat, when in reality, defeat is a most useful tonic and should 2e accepted as such.

F$&GF

"ach time the chic4en was ta4en away from the dog and he was soundly switched, 2ut to no a1ail? he continued in his li4ing for fowl. For the purpose of sa1ing the dog, if possi2le, and as an eBperiment with social heredity, this dog was ta4en to the farm of a neigh2or who had a hen and some newly hatched chic4ens. The hen was placed in the 2arn and the dog was turned in with her. *s soon as e1eryone was out of sight the dog slowly edged up toward the hen, sniffed the air in her direction a time or two 8to ma4e sure she was the 4ind of meat for which he was loo4ing9, then made a di1e toward her. -eanwhile -rs. Hen had 2een doing some Psur1eyingP on her own account, for she met -r. #og more than halfway? moreo1er, she met him with such a surprise of wings and claws as he had ne1er 2efore eBperienced. The first round was clearly the hen6s. But a nice fat 2ird, rec4oned the dog, was not to slip 2etween his paws so easily? therefore he 2ac4ed away a short distance, then charged again. This time -rs. Hen lit upon his 2ac4, dro1e her claws into his s4in and made effecti1e use of her sharp 2ill< -r. #og retreated to his comer, loo4ing for all the world as if he were listening for someone to ring the 2ell and call the fight off until he got his 2earings. But -rs. Hen cra1ed no time for deli2eration? she had her ad1ersary on the run and showed that she 4new the 1alue of the offensi1e 2y 4eeping him on the run. One could almost understand her words as she flogged the poor *iredale from one corner to another, 4eeping up a series of rapid:fire sounds which for all the world resem2led the remonstrations of an angry mother who had 2een called upon to defend her offspring from an attac4 2y older 2oys. The *iredale was a poor soldier< *fter running around the 2arn from corner to corner for a2out two minutes he spread himself on the ground as flat as he could and did his 2est to protect his eyes with his paws. -rs. Hen seemed to 2e ma4ing a special attempt to pec4 out his eyes. The owner of the hen then stepped in and retrie1ed her : or, more accurately stating it, he retrie1ed the dog : which in no way appeared to meet with the dog6s disappro1al. The neBt day a chic4en was placed in the cellar where the dog slept. *s soon as he saw the 2ird he tuc4ed his tail 2etween his legs and ran for a corner< He ne1er again attempted to catch a chic4en. One lesson in social heredity, 1ia the sense of Ptouch,P was sufficient to teach him that while chic4en:chasing may offer some enEoyment, it is also fraught with much ha;ard. *ll these illustrations, with the eBception of the first, descri2e the process of gathering 4nowledge through direct eBperience. O2ser1e the mar4ed difference 2etween 4nowledge gathered 2y direct eBperience and that which is gathered through the training of the young 2y the old, as in the case of the ruffed grouse and her young. The most impressi1e lessons are those learned 2y the young from the old, through highly colored or emotionali;ed methods of teaching. When the mother grouse spread her wings, stood her feathers on end, shoo4 herself li4e a man suffering with the palsy and chattered to her young in a highly eBcited manner, she planted the fear of man in their hearts in a manner which they were ne1er to forget. The term Psocial heredity,P as used in connection with this lesson, has particular reference to all methods through which a child is taught any idea, dogma, creed, religion or system of ethical conduct, 2y its parents or those who may ha1e authority o1er it, 2efore reaching the age at which it may reason and reflect upon such teaching in its own way? estimating the age of such reasoning power at, let us say, se1en to twel1e years.

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There are myriads of forms of fear, 2ut none are more deadly than the fear of po1erty and old age. We dri1e our 2odies as if they were sla1es 2ecause we are so afraid of po1erty that we wish to hoard money for T (hat- old a e* This common form of fear dri1es us so hard that we o1erwor4 our 2odies and 2ring on the 1ery thing we are struggling to a1oid. F$&HF

What a tragedy to watch a man dri1e himself when he 2egins to arri1e along a2out the forty:year mile post of life:the age at which he is Eust 2eginning to mature mentally. *t forty a man is Eust entering the age in which he is a2le to see and understand and assimilate the handwriting of +ature, as it appears in the forests and flowing 2roo4s and faces of men and little children, yet this de1il fear dri1es him so hard that he 2ecomes 2linded and lost in the entanglement of a ma;e of conflicting desires. The principle of or a%i,ed effort is lost sight of, and instead of laying hold of +ature6s forces which are in e1idence all around him, and permitting those forces to carry him to the heights of great achie1ement, he defies them and they 2ecome forces of destruction. Perhaps none of these great forces of +ature are more a1aila2le for man6s unfoldment than is the principle of *uto:suggestion, 2ut ignorance of this force is leading the maEority of the human race to apply it so that it acts as a hindrance and not as a help. et us here enumerate the facts which show Eust how this misapplication of a great force of +ature ta4es placeO Here is a man who meets with some disappointment? a friend pro1es false, or a neigh2or seems indifferent. Forthwith he decides 8through self:suggestion9 all men are untrustworthy and all neigh2ors unappreciati1e. These thoughts so deeply im2ed themsel1es in his su2conscious mind that they color his whole attitude toward others. /o 2ac4, now, to what was said in esson Two, a2out the dominating thoughts of a man6s mind attracting people whose thoughts are similar. *pply the aw of *ttraction and you will soon see and understand why the un2elie1er attracts other un2elie1ers. )e1erse the PrincipleO Here is a man who sees nothing 2ut the 2est there is in all whom he meets. !f his neigh2ors seem indifferent he ta4es no notice of that fact, for he ma4es it his 2usiness to fill his mind with dominating thoughts of optimism and good cheer and faith in others. !f people spea4 to him harshly he spea4s 2ac4 in tones of softness. Through the operation of this same eternal aw of *ttraction he draws to himself the attention of people whose attitude toward life and whose dominating thoughts harmoni;e with his own. Tracing the principle a step furtherO Here is a man who has 2een well schooled and has the a2ility to render the world some needed ser1ice. Somewhere, sometime, he has heard it said that modesty is a great 1irtue and that to push himself to the front of the stage in the game of life sa1ors of egotism. He Muietly slips in at the 2ac4 door and ta4es a seat at the rear while other players in the game of life 2oldly step to the front. He remains in the 2ac4 row 2ecause he fears Pwhat they will say.P Pu2lic opinion, or that which he 2elie1es to 2e pu2lic opinion, has him pushed to the rear and the world hears 2ut little of him. His schooling counts for naught 2ecause he is afraid to let the world 4now that he has had it. He is constantly s& esti% to hi"self 8thus using the great force of *uto:suggestion to his own detriment9 that he should remain in the 2ac4ground lest he 2e critici;ed, as if criticism would do him any damage or defeat his purpose. Here is another man who was 2orn of poor parents. Since the first day that he can remem2er he has seen e1idence of po1erty. He has heard tal4 of po1erty. He has felt the icy hand of po1erty on his shoulders and it has so impressed him that he fiBes it in his mind as a curse to which he "&st s&b"it. 7uite unconsciously he permits himself to fall 1ictim of the 2elief Ponce poor always poorP until that 2elief 2ecomes the dominating thought of his mind. He resem2les a horse that has 2een harnessed and 2ro4en until it forgets that it has the potential power with which to throw off that harness. *uto: suggestion is rapidly relegating him to the 2ac4 of the stage of life. Finally he 2ecomes a -&itter. *m2ition is gone. Opportunity comes his way no longer, or if it does he has not the 1ision to see it. He has accepted his FAT5* !t is a well esta2lished fact that the faculties of F$&KF

(OU) wor4 and mine are peculiarly a4in? ! am helping the laws of +ature create more perfect specimens of 1egetation, while you are using those same laws, through the aw of Success philosophy, to create more perfect specimens of thin4ers. : uther Bur2an4.

F$&NF

the mind, li4e the lim2s of the 2ody, atrophy and wither away if not used. Self:confidence is no eBception. !t de1elops when used 2ut disappears if not used. One of the chief disad1antages of inherited wealth is the fact that it too often leads to inaction and loss of Self:confidence. Some years ago a 2a2y 2oy was 2orn to -rs. ". B. -c ean, in the city of Washington. His inheritance was said to 2e around a hundred million dollars. When this 2a2y was ta4en for an airing in its carriage it was surrounded 2y nurses and assistant nurses and detecti1es and other ser1ants whose duty was to see that no harm 2efell it. *s the years passed 2y this same 1igilance was 4ept up. This child did not ha1e to dress himself? he had ser1ants who did that. Ser1ants watched o1er him while he slept and while he was at play. He was not permitted to do anything that a ser1ant could do for him. He had grown to the age of ten years. One day he was playing in the yard and noticed that the 2ac4 gate had 2een left open. !n all of his life he had ne1er 2een outside of that gate alone, and naturally that was Eust the thing that he wished to do. #uring a moment when the ser1ants were not loo4ing he dashed out at the gate, and was run down and 4illed 2y an automo2ile 2efore he reached the middle of the street. He had used his ser1ants6 eyes until his own no longer ser1ed him as they might ha1e done had he learned to rely upon them. Twenty years ago the man whom ! ser1ed as secretary sent his two sons away to school. One of them went to the Uni1ersity of ,irginia and the other to a college in +ew (or4. "ach month it was a part of my tas4 to ma4e out a chec4 for Q$@@.@@ for each of these 2oys. This was their Ppin money,P to 2e spent as they wished. How profita2ly ! remem2er the way ! en1ied those 2oys as ! made out those chec4s each month. ! often wondered why the hand of fate 2ore me into the world in po1erty. ! could loo4 ahead and see how these 2oys would rise to the high stations in life while ! remained a hum2le cler4. !n due time the 2oys returned home with their Psheep:s4ins.P Their father was a wealthy man who owned 2an4s and railroads and coal mines and other property of great 1alue. /ood positions were waiting for the 2oys in their father6s employ. But, twenty years of time can play cruel tric4s on those who ha1e ne1er had to struggle. Perhaps a 2etter way to state this truth would 2e that ti"e ives those (ho have %ever had to str& le a cha%ce to play cr&el tric's o% the"selves* *t any rate, these two 2oys 2rought home from school other things 2esides their sheep:s4ins. They came 2ac4 with well de1eloped capacities for strong drin4 T capacities (hich /they developed beca&se the h&%dred dollars (hich each of the" received each "o%th "ade it &%%ecessary for the" to str& le# Theirs is a long and sad story, the details of which will not interest you, 2ut you will 2e interested in their PfinisP *s this lesson is 2eing written ! ha1e on my des4 a copy of the newspaper pu2lished in the town where these 2oys li1ed. Their father has 2een 2an4rupted and his costly mansion, where the 2oys were 2orn, has 2een placed on the 2loc4 for sale. One of the 2oys died of delirium tremens and the other one is in an insane asylum. +ot all rich men6s sons turn out so unfortunately, 2ut the fact remains, ne1ertheless, that in action leads to atrophy and this, in turn, leads to loss of am2ition and self:confidence, and without these essential Mualities a man will 2e carried through life on the wings of uncertainty, Eust as a dry leaf may 2e carried here and there on the 2osom of the stray winds. Far from 2eing a disad1antage, struggle is a decided ad1antage, 2ecause it de1elops those Mualities which would fore1er lie dormant without it. -any a man has found his place in the world 2ecause of ha1ing 2een forced to struggle for eBistence early in life. ac4 of 4nowledge of the ad1antages accruing from struggle has prompted many a parent to say, P! had to wor4 hard when ! was young, b&t I shall see to it that "y childre% have a% easy ti"e* PPoor foolish creatures. *n PeasyP time usually turns out to 2e a greater handicap than the a1erage young man or woman can sur1i1e. There are worse things in this world than 2eing forced to wor4 in early life. Forced idleness is far worse than forced la2or. Being forced to wor4, and forced to do yo&r best, will 2reed in you temperance and self:control and strength of will and F$&'F

content and a hundred other 1irtues which the idle will ne1er 4now. +ot only does lac4 of the necessity for struggle lead to wea4ness of am2ition and will:power, 2ut, what is more dangerous still, it sets up in a person6s mind a state of lethargy that leads to the loss of Self: confidence. The person who has Muit struggling 2ecause effort is no longer necessary is literally applying the principle of *uto:suggestion in undermining his own power of Self:confidence. Such a person will finally drift into a frame of mind in which he will actually loo4 with more or less contempt upon the person who is forced to carry on. The human mind, if you will pardon repetition, may 2e li4ened to an electric 2attery. !t may 2e positi1e or it may 2e negati1e. Self:confidence is the Muality with which the mind is re:charged and made positi1e. et us apply this line of reasoning to salesmanship and see what part Self:confidence plays in this great field of endea1or. One of the greatest salesmen this country has e1er seen was once a cler4 in a newspaper office. !t will 2e worth your while to analy;e the method through which he gained his title as Pthe world6s leading salesman.P He was a timid young man with a more or less retiring sort of nature. He was one of those who 2elie1e it 2est to slip in 2y the 2ac4 door and ta4e a seat at the rear of the stage of life. One e1ening he heard a lecture on the su2Eect of this lesson, Self:confidence, and that lecture so impressed him that he left the lecture hall with a firm determination to pull himself out of the rut into which he had drifted. He went to the Business -anager of the paper and as4ed for a position as solicitor of ad1ertising and was put to wor4 on a commission 2asis. "1eryone in the office eBpected to see him fail, as this sort of salesmanship calls for the most positi1e type of sales a2ility. He went to his room and made out a list of a certain type of merchants on whom he intended to call. One would thin4 that he would naturally ha1e made up his list of the names of those whom he 2elie1ed he could sell with the least effort, b&t he did %othi% of the sort. He placed on his list only the names of the merchants on whom other ad1ertising solicitors had called without ma4ing a sale. His list consisted of only twel1e names. Before he made a single call he went out to the city par4, too4 out his list of twel1e names, read it o1er a hundred times, saying to himself as he did so, $4o& (ill p&rchase advertisi% space fro" "e before the e%d of the "o%th#$ Then he 2egan to ma4e his calls. The first day he closed sales with three of the twel1e Pimpossi2ilities.P #uring the remainder of the wee4 he made sales to two others. By the end of the month he had opened ad1ertising accounts with all 2ut one of the merchants that he had on the list. For the ensuing month he made no sales, for the reason that he made no calls eBcept on this one o2stinate merchant. "1ery morning when the store opened he was on hand to inter1iew this merchant and e1ery morning the merchant said $6o#$ The merchant 4new he was not going to 2uy ad1ertising space, 2ut this young man didn6t 4now it. When the merchant said 6o the young man did not hear it, 2ut 4ept right on coming. On the last day of the month, after ha1ing told this persistent young man 6o for thirty consecuti1e times, the merchant saidO P oo4 here, young man, you ha1e wasted a whole month trying to sell me? now, what ! would li4e to 4now is this : why ha1e you wasted your timeLP PWasted my time nothing,P he retorted? P! ha1e 2een going to school and you ha1e 2een my teacher. +ow ! 4now all the arguments that a merchant can 2ring up for not 2uying, and 2esides that ! ha1e 2een drilling myself in Self:confidence.P Then the merchant saidO P! will ma4e a little confession of my own. !, too, ha1e 2een going to school, and you ha1e 2een my teacher. (ou ha1e taught me a lesson in persistence that is worth money to me, and to show you my appreciation ! am going to pay my tuition fee 2y gi1ing you an order for ad1ertising space.P F$&%F

+O man can 2ecome a great leader of men unless he has the mil4 of human 4indness in his own heart, and leads 2y suggestion and 4indness, rather than 2y force.

F$C@F

*nd that was the way in which the Philadelphia +orth *merican6s 2est ad1ertising account was 2rought in. i4ewise, it mar4ed the 2eginning of a reputation that has made that same young man a millionaire. He succeeded 2ecause he deli2erately charged his own mind with sufficient Self:confidence to ma4e that mind an irresisti2le force. When he sat down to ma4e up that list of twel1e names he did something that ninety:nine people out of a hundred would not ha1e done:he selected the names of those whom he 2elie1ed it would 2e hard to sell, 2ecause he understood that out of the resistance he would meet with in trying to sell them would come strength and Self:confidence. He was one of the 1ery few people who understand that all ri1ers and so"e "e% are croo4ed 2ecause of following the line of least resistance.

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! am going to digress and here 2rea4 the line of thought for a moment while recording a word of ad1ice to the wi1es of men. )emem2er, these lines are intended only for wi1es, and hus2ands are not eBpected to read that which is here set down. From ha1ing analy;ed more than $K,@@@ people, the maEority of whom were married men, ! ha1e learned something that may 2e of 1alue to wi1es. et me state my thought in these wordsO (ou ha1e it within your power to send your hus2and away to his wor4 or his 2usiness or his profession each day with a feeling of Self:confidence that will carry him successfully o1er the rough spots of the day and 2ring him home again, at night, smiling and happy. One of my acMuaintances of former years married a woman who had a set of false teeth. One day his wife dropped her teeth and 2ro4e the plate. The hus2and pic4ed up the pieces and 2egan eBamining them. He showed such interest in them that his wife saidO P(ou could ma4e a set of teeth li4e those if you made up your mind to do it.P This man was a farmer whose am2itions had ne1er carried him 2eyond the 2ounds of his little farm until his wife made that remar4. She wal4ed o1er and laid her hand on his shoulder and encouraged him to try his hand at dentistry. She finally coaBed him to ma4e the start, and today he is one of the most prominent and successful dentists in the state of ,irginia. ! 4now him well, for he is my father< +o one can foretell the possi2ilities of achie1ement a1aila2le to the man whose wife stands at his 2ac4 and urges him on to 2igger and 2etter endea1or, for it is a well 4nown fact that a woman can arouse a man so that he will perform almost superhuman feats. !t is your right and your duty to encourage your hus2and and urge him on in worthy underta4ings until he shall ha1e found his place in the world. (ou can induce him to put forth greater effort than can any other person in the world. -a4e him 2elie1e that nothing within reason is 2eyond his power of achie1ement and you will ha1e rendered him a ser1ice that will go a long way toward helping him win in the 2attle of life.

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One of the most successful men in his line in *merica gi1es entire credit for his success to his wife. When they were first married she wrote a creed which he signed and placed o1er his des4. This is a copy of the creedO I believe i% "yself# I believe i% those (ho (or' (ith "e# I believe i% "y e"ployer# I believe i% "y frie%ds# I believe i% "y fa"ily# I believe that 7od (ill le%d "e everythi% I %eed (ith (hich to s&cceed if I do "y best to ear% it thro& h faithf&l a%d ho%est service# I believe i% prayer a%d I (ill %ever close "y eyes i% sleep (itho&t prayi% for divi%e &ida%ce to the e%d 89:98

that I (ill be patie%t (ith other people a%d tolera%t (ith those (ho do %ot believe as I do# I believe that s&ccess is the res&lt of i%telli e%t effort a%d does %ot depe%d &po% l&c' or sharp practices or do&ble-crossi% frie%ds, fello( "e% or "y e"ployer# I believe I (ill et o&t of life exactly (hat I p&t i%to it, therefore I (ill be caref&l to co%d&ct "yself to(ard others as I (o&ld (a%t the" to act to(ard "e# I (ill %ot sla%der those (ho" I do %ot li'e# I (ill %ot sli ht "y (or' %o "atter (hat I "ay see others doi% # I (ill re%der the best service of (hich I a" capable beca&se I have pled ed "yself to s&cceed i% life a%d I '%o( that s&ccess is al(ays the res&lt of co%scie%tio&s a%d efficie%t effort# Fi%ally, I (ill for ive those (ho offe%d "e beca&se I reali,e that I shall so"eti"es offe%d others a%d I (ill %eed their for ive%ess# Si %ed ;;;;;;;;;;;;;;;;;;; The woman who wrote this creed was a practical psychologist of the first order. With the influence and guidance of such a woman as a helpmate any man could achie1e noteworthy success. *naly;e this creed and you will notice how freely the personal pronoun is used. !t starts off with the affirmation of Self:confidence, which is perfectly proper. +o man could ma4e this creed his own without de1eloping the positi1e attitude that would attract to him people who would aid him in his struggle for success. This would 2e a splendid creed for e1ery salesman to adopt. !t might not hurt your chances for success if yo& adopted it. -ere adoption, howe1er, is not enough. (ou must practice it< )ead it o1er and o1er until you 4now it 2y heart. Then repeat it at least once a day until you ha1e literally transformed it into your mental ma4e:up. >eep a copy of it 2efore you as a daily reminder of your pledge to practice it. By doing so you will 2e ma4ing efficient use of the principle of *uto:suggestion as a means of de1eloping Self:confidence. +e1er mind what anyone may say a2out your procedure. 3ust remem2er that it is your 2usiness to succeed, and this creed, if mastered and applied, will go a long way toward helping you. (ou learned in esson Two that any idea you firmly fiB in your su2conscious mind, 2y repeated affirmation, automatically 2ecomes a plan or 2lueprint which an unseen power uses in directing your efforts toward the attainment of the o2Eecti1e named T in the plan. (ou ha1e also learned that the principle through which you may fiB any idea you choose in your mind is called *uto:suggestion, which simply means a suggestion that you gi1e to your own mind. !t was this principle of *uto:suggestion that "merson had in mind when he wroteO P+othing can 2ring you peace 2ut yourself<P (ou might well remem2er that 6othi% ca% bri% yo& s&ccess b&t yo&rself# Of course you will need the co:operation of others if you aim to attain success of a far:reaching nature, 2ut you will ne1er get that cooperation unless you 1itali;e your mind with the positi1e attitude of Self:confidence. Perhaps you ha1e wondered why a few men ad1ance to highly paid positions while others all around them, who ha1e as much training and who seemingly perform as much wor4, do not get ahead. Select any two people of these two types that you choose, and study them, and the reason why one ad1ances and the other stands still will 2e Muite o21ious to you. (ou will find that the one who ad1ances 2elie1es in himself. (ou will find that he 2ac4s this 2elief with such dynamic, aggressi1e action that he lets others 4now that he 2elie1es in himself. (ou will also notice that this Self:confidence is contagious? it is impelling? it is persuasi1e? it attracts others. (ou will also find that the one who does not ad1ance shows clearly, 2y the loo4 on his face, 2y the posture of his 2ody, 2y the lac4 of 2ris4ness in his step, 2y the uncertainty with which he spea4s, that he lac4s Self:confidence. +o one is going to pay much attention to the person who has no confidence in F$C&F

!F you want a thing done well, call on some 2usy person to do it. Busy people are generally the most painsta4ing and thorough in all they do.

F$CCF

himself. He does not attract others 2ecause his mind is a negati1e force that repels rather than attracts. !n no other field of endea1or does Self:confidence or the lac4 of it play such an important part as in the field of salesmanship, and you do not need to 2e a character analyst to determine, the moment you meet him, whether a salesman possesses this Muality of Self:confidence. !f he has it the signs of its influence are written all o1er him. He inspires you with confidence in him and in the goods he is selling the moment he spea4s. We come, now, to the point at, which you are ready to ta4e hold of the principle of *uto:suggestion and ma4e direct use of it in de1eloping yourself into a positi1e and dynamic and self:reliant person. (ou are instructed to copy the following formula, sign it and commit it to memoryO

SELF+CONFIDENCE FORMULA
FirstO ! 4now that ! ha1e the a2ility to achie1e the o2Eect of my definite purpose, therefore ! demand of myself persistent, aggressi1e and continuous action toward its attainment. SecondO ! reali;e that the dominating thoughts of my mind e1entually reproduce themsel1es in outward, 2odily action, and gradually transform themsel1es into physical reality, therefore ! will concentrate my mind for thirty minutes daily upon the tas4 of thin4ing of the person ! intend to 2e, 2y creating a mental picture of this person and then transforming that picture into reality through practical ser1ice. ThirdO ! 4now that through the principle of *uto:suggestion, any desire that ! persistently hold in my mind will e1entually see4 eBpression through some practical means of reali;ing it, therefore ! shall de1ote ten minutes daily to demanding of myself the de1elopment of the factors named in the siBteen lessons of this )eading .ourse on the aw of Success. FourthO ! ha1e clearly mapped out and written down a description of my definite purpose in life, for the coming fi1e years. ! ha1e set a price on my ser1ices for each of these fi1e years? a price that ! intend to earn and recei1e, through strict application of the principle of efficient, satisfactory ser1ice which ! will render in ad1ance. FifthO ! fully reali;e that no wealth or position can long endure unless 2uilt upon truth and Eustice, therefore ! will engage in no transaction which does not 2enefit all whom it affects.$ will succeed 2y attracting to me the forces ! wish to use, and the co:operation of other people. ! will induce others to ser1e me 2ecause ! will first ser1e them. ! will eliminate hatred, en1y, Eealousy, selfishness and cynicism 2y de1eloping lo1e for all humanity, 2ecause ! 4now that a negati1e attitude toward others can ne1er 2ring me success. ! will cause others to 2elie1e in me 2ecause ! will 2elie1e in them and in myself. ! will sign my name to this formula, commit it to memory and repeat it aloud once a day with full faith that it will gradually influence my entire life so that ! will 2ecome a successful and happy wor4er in my chosen field of endea1or. SignedWWWWWWWWWWWWWWW. Before you sign your name to this formula ma4e sure that you intend to carry out its instructions. Bac4 of this formula lies a law that no man can eBplain. The psychologists refer to this law as *uto: suggestion and let it go at that, 2ut you should 2ear in mind one point a2out which there is no uncertainty, and that is the fact that whate1er this law is it act&ally (or's* F$CGF

*nother point to 2e 4ept in mind is the fact that, Eust as electricity will turn the wheels of industry and ser1e man4ind in a million other ways, or snuff out life if wrongly applied, so will this principle of *uto:suggestion lead you up the mountain:side of peace and prosperity, or down into the 1alley of misery and po1erty, according to the application you ma4e of it. !f you fill your mind with dou2t and un2elief in your a2ility to achie1e, then the principle of *uto:suggestion ta4es this spirit of un2elief and sets it up in your su2conscious mind as your dominating thought and slowly 2ut surely draws you into the whirlpool of fail&re# But, if you fill your mind with radiant Self:confidence, the principle of *uto:suggestion ta4es this 2elief and sets it up as your dominating thought and helps you master the o2stacles that fall in your way until you reach the mountain:top of s&ccess#

THE POWER OF HABIT

Ha1ing, myself, eBperienced all the difficulties that stand in the road of those who lac4 the understanding to ma4e practical application of this great principle of *uto:suggestion, let me ta4e you a short way into the principle of ha2it, through the aid of which you may easily apply the principle of *uto: suggestion in any direction and for any purpose whatsoe1er. Ha2it grows out of en1ironment? out of doing the same thing or thin4ing the same thoughts or repeating the same words o1er and o1er again. Ha2it may 2e li4ened to the groo1e on a phonograph record, while the human mind may 2e li4ened to the needle that fits into that groo1e. When any ha2it has 2een well formed, through repetition of thought or action, the mind has a tendency to attach itself to and follow the course of that ha2it as closely as the phonograph needle follows the groo1e in the waB record. Ha2it is created 2y repeatedly directing one or more of the fi1e senses of seeing, hearing, smelling, tasting and feeling, in a gi1en direction. !t is through this repetition principle that the inEurious drug ha2it is formed. !t is through this same principle that the desire for intoBicating drin4 is formed into a ha2it. *fter ha2it has 2een well esta2lished it will automatically control and direct our 2odily acti1ity, wherein may 2e found a thought that can 2e transformed into a powerful factor in the de1elopment of Self-co%fide%ce# The thought is thisO <ol&%tarily, a%d by force if %ecessary, direct yo&r efforts a%d yo&r tho& hts alo% a desired li%e &%til yo& have for"ed the habit that (ill lay hold of yo& a%d co%ti%&e, vol&%tarily, to direct yo&r efforts alo% the sa"e li%e# The o2Eect in writing out and repeating the Self:confidence formula is to form the ha2it of ma4ing 2elief in yourself the dominating thought of your mind until that thought has 2een thoroughly im2edded in your su2conscious mind, through the principle of habit# (ou learned to write 2y repeatedly directing the muscles of your arm and hand o1er certain outlines 4nown as letters, until finally you formed the ha2it of tracing these outlines. +ow you write with ease and rapidity, without tracing each letter slowly. Writing has 2ecome a habit with you. The principle of ha2it will lay hold of the faculties of your mind Eust the same as it will influence the physical muscles of your 2ody, as you can easily pro1e 2y mastering and applying this lesson on Self: confidence. *ny statement that you repeatedly ma4e to yourself, or any desire that you deeply plant in your mind through repeated statement, will e1entually see4 eBpression through your physical, outward 2odily efforts. The principle of ha2it is the 1ery foundation upon which this lesson on Self:confidence is 2uilt, and if you will understand and follow the directions laid down in this lesson you will soon 4now more a2out the law of ha2it, from first:hand 4nowledge, than could 2e taught you 2y a thousand such lessons as this. (ou ha1e 2ut little conception of the possi2ilities which lie sleeping within you, awaiting 2ut the awa4ening hand of 1ision to arouse you, and you will ne1er ha1e a 2etter conception of those possi2ilities unless you de1elop sufficient Self:confidence to lift you a2o1e the common place influences of your F$CHF

* HO-" is something that cannot 2e 2ought. (ou can 2uy house 2ut only a woman can ma4e of it a home.

F$CKF

present en1ironment. The human mind is a mar1elous, mysterious piece of machinery, a fact of which ! was reminded a few months ago when ! pic4ed up "merson6s "ssays and re:read his essay on Spiritual aws. * strange thing happened. ! saw in that essay, which ! had read scores of times pre1iously, much that ! had ne1er noticed 2efore. ! saw more in this essay than ! had seen during pre1ious readings 2ecause the unfoldment of my mind since the last reading had prepared me to interpret more. The human mind is constantly unfolding, li4e the petals of a flower, until it reaches the maBimum of de1elopment. What this maBimum is, where it ends, or whether it ends at all or not, are unanswera2le Muestions, 2ut the degree of unfoldment seems to 1ary according to the nature of the indi1idual and the degree to which he 4eeps his mind at wor4. * mind that is forced or coaBed into analytical thought e1ery day seems to 4eep on unfolding and de1eloping greater powers of interpretation. #own in ouis1ille, >entuc4y, li1es -r. ee .oo4, a man who has practically no legs and has to wheel himself around on a cart. !n spite of the fact that -r. .oo4 has 2een without legs since 2irth, he is the owner of a great industry and a millionaire through his own efforts. He has pro1ed that a man can get along 1ery well without legs if he has a well de1eloped Self:confidence. !n the city of +ew (or4 one may see a strong a2le:2odied and a2le:headed young man, without legs, rolling himself down Fifth *1enue e1ery afternoon, with cap in hand, 2egging for a li1ing. His head is perhaps as sound and as a2le to thin4 as the a1erage. This young man could duplicate anything that -r. .oo4, of ouis1ille, has done, if he tho& ht of hi"self as .r# !oo' thi%'s of hi"self# Henry Ford owns more millions of dollars than he will e1er need or use. +ot so many years ago, he was wor4ing as a la2orer in a machine shop, with 2ut little schooling and without capital. Scores of other men, some of them with 2etter organi;ed 2rains than his, wor4ed near him. Ford threw off the po1erty consciousness, de1eloped confidence in himself, thought of success and attained it. Those who wor4ed around him could ha1e done as well had they tho& ht as he did. -ilo .. 3ones, of Wisconsin, was stric4en down with paralysis a few years ago. So 2ad was the stro4e that he could not turn himself in 2ed or mo1e a muscle of his 2ody. His physical 2ody was useless, 2ut there was nothing wrong with his 2rain, so it 2egan to function in earnest, pro2a2ly for the first time in its eBistence. ying flat on his 2ac4 in 2ed, -r. 3ones made that 2rain create a defi%ite p&rpose# That purpose was prosaic and hum2le enough in nature, 2ut it was defi%ite and it was a p&rpose, something that he had ne1er 4nown 2efore. His defi%ite p&rpose was to ma4e por4 sausage. .alling his family around him he told of his plans and 2egan directing them in carrying the plans into action. With nothing to aid him eBcept a sound mind and plenty of Self-co%fide%ce, -ilo .. 3ones spread the name and reputation of P ittle Pig SausageP all o1er the United States, and accumulated a fortune 2esides. *ll this was accomplished after paralysis had made it impossi2le for him to wor4 with his hands. Where tho& ht pre1ails power may 2e found< Henry Ford has made millions of dollars and is still ma4ing millions of dollars each year 2ecause he believed i% He%ry Ford and transformed that 2elief into a definite purpose and 2ac4ed that purpose with a definite plan. The other machinists who wor4ed along with Ford, during the early days of his career, 1isioned nothing 2ut a wee4ly pay en1elope and that was all they e1er got. They demanded nothing out of the ordinary of themsel1es. !f you want to et "ore 2e sure to de"a%d more of yourself. +otice that this demand is to 2e made on yo&rself* There comes to mind a well 4nown poem whose author eBpressed a great psychological truthO

F$CNF

!f you thin4 you are 2eaten, you are? !f you thin4 you dare not, you don6t? !f you li4e to win, 2ut you thin4 you can6t, !t is almost certain you won6t. !f you thin4 you6ll lose you61e lost, For out of the world we find Success 2egins with a fellow6s will T !t6s all in the state of mind. !f you thin4 you are outclassed, you are : (ou61e got to thin4 high to rise. (ou61e got to 2e sure of yourself 2efore (ou can e1er win a pri;e. ife6s 2attles don6t always go To the stronger or faster man? But soon or late the man who wins !s the man who thin4s he can. !t can do no harm if you commit this poem to memory and use it as a part of your wor4ing eMuipment in the de1elopment of Self:confidence. Somewhere in your ma4e:up there is a Psu2tle somethingP which, if it were aroused 2y the proper outside influence, would carry you to heights of achie1ement such as you ha1e ne1er 2efore anticipated. 3ust as a master player can ta4e hold of a 1iolin and cause that instrument to pour forth the most 2eautiful and entrancing strains of music, so is there some outside influence that can lay hold of your mind and cause you to go forth into the field of your chosen endea1or and play a glorious symphony of s&ccess# +o man 4nows what hidden forces lie dormant within yo&# (ou, yourself, do not 4now your capacity for achie1ement, and you ne1er will 4now until you come in contact with that particular stimulus which arouses you to greater action and eBtends your 1ision, de1elops your Self:confidence and mo1es you with a deeper desire to achie1e. !t is not unreasona2le to eBpect that some statement, some idea or some stimulating word of this )eading .ourse on the aw of Success will ser1e as the needed stimulus that will re:shape your destiny and re:direct your thoughts and energies along a pathway that will lead you, finally, to your co1eted goal of life. !t is strange, 2ut true, that the most important turning:points of life often come at the most uneBpected times and in the most uneBpected ways. ! ha1e in mind a typical eBample of how some of the seemingly unimportant eBperiences of life often turn out to 2e the most important of all, and ! am relating this ease 2ecause it shows, also, what a man can accomplish when he awa4ens to a full understanding of the 1alue of Self:confidence. The incident to which ! refer happened in the city of .hicago, while ! was engaged in the wor4 of character analysis. One day a tramp presented himself at my office and as4ed for an inter1iew. *s ! loo4ed up from my wor4 and greeted him he said, P! ha1e come to see the man who wrote this little 2oo4,P as he remo1ed from his poc4et a copy of a 2oo4 entitled Self:confidence, which ! had written many years pre1iously. P!t must ha1e 2een the hand of fate,P he continued, Pthat slipped this 2oo4 into my poc4et yesterday afternoon, 2ecause ! was a2out ready to go out there and punch a hole in a4e -ichigan. ! had a2out come to the conclusion that e1erything and e1ery2ody, including /od, had it in for me until ! read this 2oo4, and it ga1e me a new 1iewpoint and 2rought me the courage and the hope that sustained me through the night. ! made up my mind that if ! could see the man who wrote this 2oo4 F$C'F

he could help me get on my feet again. +ow, ! am here and ! would li4e to 4now what you can do for a man li4e me.P While he was spea4ing ! had 2een studying him from head to foot, and ! am fran4 to admit that down deep in my heart ! did not 2elie1e there was anything ! could do for him, 2ut ! did not wish to tell him so. The glassy stare in his eyes, the lines of discouragement in his face, the posture of his 2ody, the ten days6 growth of 2eard on his face, the ner1ous manner a2out this man all con1eyed to me the impression that he was hopeless, 2ut ! did not ha1e the heart to tell him so, therefore ! as4ed him to sit down and tell me his whole story. ! as4ed him to 2e perfectly fran4 and tell me, as nearly as possi2le, Eust what had 2rought him down to the ragged edge of life. ! promised him that after ! had heard his entire story ! would then tell him whether or not ! could 2e of ser1ice to him. He related his story, in lengthy detail, the sum and su2stance of which was thisO He had in1ested his entire fortune in a small manufacturing 2usiness. When the world war 2egan in $%$G, it was impossi2le for him to get the raw materials necessary in the operation of his factory, and he therefore failed. The loss of his money 2ro4e his heart and so distur2ed his mind that he left his wife and children and 2ecame a tramp. He had actually 2rooded o1er his loss until he had reached the point at which he was contemplating suicide. *fter he had finished his story, ! said to himO P! ha1e listened to you with a great deal of interest, and ! wish that there was something which ! could do to help you, 2ut there is absol&tely %othi% #$ He 2ecame as pale as he will 2e when he is laid away in a coffin, and settled 2ac4 in his chair and dropped his chin on his chest as much as to say, PThat settles it.P ! waited for a few seconds, then saidO PWhile there is nothing that ! can do for you, there is a man in this 2uilding to whom ! will introduce you, if you wish, who can help you regain your lost fortune and put you 2ac4 on your feet again.PThese words had 2arely fallen from my lips when he Eumped up, gra22ed me 2y the hands and said, PFor /od6s sa4e lead me to this man.P !t was encouraging to note that he had as4ed this Pfor /od6s sa4e.P This indicated that there was still a spar4 of hope within his 2reast, so ! too4 him 2y the arm and led him out into the la2oratory where my psychological tests in character analysis were conducted, and stood with him in front of what loo4ed to 2e a curtain o1er a door. ! pulled the curtain aside and unco1ered a tall loo4ing:glass in which he saw himself from head to foot. Pointing my finger at the glass ! saidO PThere stands the man to whom ! promised to introduce you. There is the only man in this world who can put you 2ac4 on your feet again, and unless you sit down and 2ecome acMuainted with that man, as you ne1er 2ecame acMuainted with him 2efore, you might Eust as well go on o1er and Ypunch a hole6 in a4e -ichigan, 2ecause you will 2e of no 1alue to yourself or to the world until you 4now this man 2etter.P He stepped o1er to the glass, ru22ed his hands o1er his 2earded face, studied himself from head to foot for a few moments, then stepped 2ac4, dropped his head and 2egan to weep. ! 4new that the lesson had 2een dri1en home, so ! led him 2ac4 to the ele1ator and sent him away. ! ne1er eBpected to see him again, and ! dou2ted that the lesson would 2e sufficient to help him regain his place in the world, 2ecause he seemed to 2e too far gone for redemption. He seemed to 2e not only do(%, 2ut almost o&t. * few days later ! met this man on the street. His transformation had 2een so complete that ! hardly recogni;ed him. He was wal4ing 2ris4ly, with his head tilted 2ac4. That old, shifting, ner1ous posture of his 2ody was gone. He was dressed in new clothes from head to foot. He loo4ed prosperous and he felt prosperous. He stopped me and related what had happened to 2ring a2out his rapid transformation from a state of a2Eect failure to one of hope and promise. P! was Eust on my way to your office,P he eBplained, Pto 2ring you the good news. ! went out the 1ery day that ! was in your office, a down:and:out tramp, and despite my appearance ! sold myself at a salary of QC,@@@.@@ a year. Thi%' of it, "a%, three tho&sa%d dollars a year* *nd my employer ad1anced me money enough with which to 2uy some new clothes, as you can see for yourself. He also ad1anced me F$C%F

TH" only man who ma4es no mista4es is the man who ne1er does anything. #o not 2e afraid of mista4es pro1iding you do not ma4e the same one twice. :)oose1elt.

F$G@F

some money to send home to my family, and ! am once more on the road to success. !t seems li4e a dream when ! thin4 that only a few days ago ! had lost hope and faith and courage, and was actually contemplating suicide. P! was coming to tell you that one of these days, when you are least eBpecting me, ! will pay you another 1isit, and when ! do. ! will 2e a successful man. ! will 2ring with me a chec4, signed in 2lan4 and made paya2le to you, and you may fill in the amount 2ecause you ha1e sa1ed me from "yself 2y introducing me to myself:that self which ! ne1er 4new until you stood me in front of that loo4ing:glass and pointed out the real "e.P *s that man turned and departed in the crowded streets of .hicago ! saw, for the first time in my life, what strength and power and possi2ility lie hidden in the mind of the man who has ne1er disco1ered the 1alue of Self-relia%ce. Then and there ! made up my mind that !, too, would stand in front of that same loo4ing:glass and point an accusing finger at myself for not ha1ing disco1ered the lesson which ! had helped another to learn. ! did stand 2efore that same loo4ing:glass, and as ! did so ! then and there fiBed in my mind, as my defi%ite p&rpose in life, the determination to help men and women disco1er the forces that lie sleeping within them. The 2oo4 you hold in your hands is e1idence that my definite purpose is 2eing carried out. The man whose story ! ha1e related is now the president of one of the largest and most successful concerns of its 4ind in *merica, with a 2usiness that eBtends from coast to coast and from .anada to -eBico. * short while after the incident Eust related, a woman came to my office for personal analysis. She was then a teacher in the .hicago pu2lic schools. ! ga1e her an analysis chart and as4ed her to fill it out. She had 2een at wor4 on the chart 2ut a few minutes when she came 2ac4 to my des4, handed 2ac4 the chart and said, P! do not 2elie1e ! will fill this out.P ! as4ed her why she had decided not to fill out the chart and she repliedO PTo 2e perfectly fran4 with you, one of the Muestions in this chart put me to thin4ing and ! now 4now what is wrong with me, therefore ! feel it unnecessary to pay you a fee to analy;e me.P With that the woman went away and ! did not hear from her for two years. She went to +ew (or4 .ity, 2ecame a writer of ad1ertising copy for one of the largest agencies in the country and her income at the time she wrote me was Q$@,@@@.@@ a year. This woman sent me a chec4 to co1er the cost of my analysis fee, 2ecause she felt that the fee had 2een earned, e1en though ! did not render her the ser1ice that ! usually render my clients. !t is impossi2le for anyone to foretell what seemingly insignificant incident may lead to an important turning:point in one6s career, 2ut there is no denying the fact that these Pturning:pointsP may 2e more readily recogni;ed 2y those who ha1e well:rounded:out confidence in themsel1es. One of the irrepara2le losses to the human race lies in the lac4 of 4nowledge that there is a definite method through which Self:confidence can 2e de1eloped in any person of a1erage intelligence. What an immeasura2le loss to ci1ili;ation that young men and women are not taught this 4nown method of de1eloping Self:confidence 2efore they complete their schooling, for no one who lac4s faith in himself is really educated in the proper sense of the term. Oh, what glory and satisfaction would 2e the happy heritage of the man or woman who could pull aside the curtain of fear that hangs o1er the human race and shuts out the sunlight of understanding that Self:confidence 2rings, where1er it is in e1idence. Where fear controls, noteworthy achie1ement 2ecomes an impossi2ility, a fact which 2rings to mind the definition of fear, as stated 2y a great philosopherO PFear is the dungeon of the mind into which it runs and hides and see4s seclusion. Fear 2rings on superstition and superstition is the dagger with which hypocrisy assassinates the soul.P !n front of the typewriter on which ! am writing the manuscripts for this )eading .ourse hangs a sign with the following wording, in 2ig lettersO F$G$F

O,", 2eauty, Eoy and worship are fore1er 2uilding, tearing down and re2uilding the foundation of each man6s soul.

F$G&F

P#ay 2y day in e1ery way ! am 2ecoming more s&ccessf&l.P * s4eptic who read that sign as4ed if ! really 2elie1ed Pthat stuffP and ! replied, POf course not. *ll it e1er did for me was to help me get out of the coal mines, where ! started as a la2orer, and find a place in the world in which ! am ser1ing upwards of $@@,@@@ people, in whose minds ! am planting the same positi1e thought that this sign 2rings out? therefore, why should ! 2elie1e in itLP *s this man started to lea1e he saidO PWell, perhaps there is something to this sort of philosophy, after all, for ! ha1e always 2een afraid that ! would 2e a failure, and so far my fears ha1e 2een thoroughly reali;ed.P (ou are condemning yourself to po1erty, misery and failure, or you are dri1ing yourself on toward the heights of great achie1ement, solely 2y the thoughts you thin4. !f you de"a%d success of yourself and 2ac4 up this demand with intelligent action you are sure to win. Bear in mind, though, that there is a difference 2etween de"a%di% success and Eust merely wishing for it. (ou should find out what this difference is, and ta4e ad1antage of it. #o you remem2er what the Bi2le says 8loo4 it up, somewhere in the 2oo4 of -atthew9 a2out those who ha1e faith as a grain of mustard seedL /o at the tas4 of de1eloping Self:confidence with at least that much faith if not more. +e1er mind Pwhat they will sayP 2ecause you might as well 4now that $they$ will 2e of little aid to you in your clim2 up the mountain:side of life toward the o2Eect of your defi%ite p&rpose# (ou ha1e within you all the power you need with which to get whate1er you want or need in this world, and a2out the 2est way to a1ail yourself of this power is to believe i% yo&rself# P>now thyself, man? 4now thyself.P This has 2een the ad1ice of the philosophers all down the ages. When you really 4now yourself you will 4now that there is nothing foolish a2out hanging a sign in front of you that reads li4e thisO P#ay 2y day in e1ery way ! am 2ecoming more successful,P with due apologies to the Frenchman who made this motto popular. ! am not afraid to place this sort of suggestion in front of my des4, and, what is more to the point, ! am not afraid to 2elie1e that it will influence me so that ! will 2ecome a more positi1e and aggressi1e human 2eing. -ore than twenty:fi1e years ago ! learned my first lesson in Self:confidence 2uilding. One night ! was sitting 2efore an open fire:place, listening to a con1ersation 2etween some older men, on the su2Eect of .apital and a2or. Without in1itation ! Eoined in the con1ersation and said something a2out employers and employees settling their differences on the /olden )ule 2asis. -y remar4s attracted the attention of one of the men, who turned to me, with a loo4 of surprise on his face and saidO PWhy, you are a 2right 2oy, and if you would go out and get a schooling you would ma4e your mar4 in the world.P Those remar4s fell on PfertileP ears, e1en though that was the first time anyone had e1er told me that ! was 2right, or that ! might accomplish anything worth while in life. The remar4 put me to thin4ing, and the more ! allowed my mind to dwell upon that thought the more certain ! 2ecame that the remar4 had 2ac4 of it a possi2ility. !t might 2e truthfully stated that whate1er ser1ice ! am rendering the world and whate1er good ! accomplish, should 2e credited to that off:hand remar4. Suggestions such as this are often powerful, and none the less so when they are deli2erate and self: eBpressed. /o 2ac4, now, to the Self:confidence formula and master it, for it will lead you into the Ppower:houseP of your own mind, where you will tap a force that can 2e made to carry you to the 1ery top of the adder of Success. Others will 2elie1e in you only when you 2elie1e in yourself. They will Ptune inP on your thoughts and feel toward you Eust as you feel toward yourself. The law of mental telepathy ta4es care of this. (ou are continuously 2roadcasting that you thin4 of yourself, and if you ha1e no faith in yourself others will pic4 up the 1i2rations of your thoughts and mista4e them for their own. Once understand the law of F$GCF

mental telepathy and you will 4now why Self:confidence is the second of the Fifteen aws of Success. (ou should 2e cautioned, howe1er, to learn the difference 2etween Self:confidence, which is 2ased upon sound 4nowledge of what you 4now and what you can do, and egotism, which is only 2ased upon what you wish you 4new or could do. earn the difference 2etween these two terms or you will ma4e yourself 2ore some, ridiculous and annoying to people of culture and understanding. Self:confidence is something which should ne1er 2e proclaimed or announced eBcept through intelligent performance of constructi1e deeds. !f you ha1e Self:confidence those around you will disco1er this fact. et them ma4e the disco1ery. They will feel proud of their alertness in ha1ing made the disco1ery, and you will 2e free from the suspicion of egotism. Opportunity ne1er stal4s the person with a highly de1eloped state of egotism, 2ut 2ric4:2ats and ugly remar4s do. Opportunity forms affinities much more easily and Muic4ly with Self: confidence than it does with egotism. Self:praise is ne1er a proper measure of self:reliance. Bear this in mind and let your Self:confidence spea4 only through the tongue of constructi1e ser1ice rendered without fuss or flurry. Self:confidence is the product of 4nowledge. >now yourself, 4now how much you 4now 8and how little9, why you 4now it, and how you are going to use it. PFour:flushersP come to grief, therefore, do not pretend to 4now more than you actually do 4now. There6s no use of pretense, 2ecause any educated person will measure you Muite accurately after hearing you spea4 for three minutes. What you really are will spea4 so loudly that what you PclaimP you are will not 2e heard. !f you heed this warning the last four pages of this one lesson may mar4 one of the most important turning:points of your life. Belie1e in yourself, 2ut do not tell the world what you can do:SHOW !T< (ou are now ready for esson Four, which will ta4e you the neBt step up the adder of Success.

F$GGF

DISCONTENTMENT An A te"+t!e+Lesson ,isit Wit! t!e A#t!o"

The "ar'er sta%ds at the 5%tra%ce 7ate of Life a%d (rites $Poor Fool$ o% the bro( of the (ise "a% a%d $Poor Si%%er$ o% the bro( of the sai%t# T!e s#-"e.e .$ste"$ o t!e #ni'e"se is &i e( We co.e !e"e 2it!o#t o#" consent4 "o. 2!ence 2e 3no2 not( We /o a2a$ 2it!o#t o#" consent4 2!it!e"4 2e 3no2 not( We a"e ete"na&&$ t"$in/ to so&'e t!is /"eat "idd&e o %LIFE4% and4 o" 2!at -#"-ose and to 2!at end) T!at 2e a"e -&aced on t!is ea"t! o" a de inite "eason t!e"e can 1e no do#1t 1$ an$ t!in3e". Ma$ it not 1e -ossi1&e t!at t!e -o2e" 2!ic! -&aced #s !e"e 2i&& 3no2 2!at to do 2it! #s 2!en 2e -ass on 1e$ond t!e G"eat Di'ide) Wo#&d it not 1e a /ood -&an to /i'e t!e C"eato" 2!o -&aced #s !e"e on ea"t!4 c"edit o" !a'in/ eno#/! inte&&i/ence to 3no2 2!at to do 2it! #s a te" 2e -ass on6 o"4 s!o#&d 2e ass#.e t!e inte&&i/ence and t!e a1i&it$ to cont"o& t!e #t#"e &i e in o#" o2n 2a$) Ma$ it not 1e -ossi1&e t!at 2e can co+o-e"ate 2it! t!e C"eato" 'e"$ inte&&i/ent&$ 1$ ass#.in/ to cont"o& o#" cond#ct on t!is ea"t! to t!e end t!at 2e .a$ 1e decent to one anot!e" and do a&& t!e /ood 2e can in a&& t!e 2a$s 2e can d#"in/ t!is &i e4 &ea'in/ t!e !e"ea te" to one 2!o -"o1a1&$ 3no2s4 1ette" t!an 2e4 2!at is 1est o" #s) TH" artist has told a powerful story in the picture at the top of this page. From 2irth until death the mind is always reaching out for that which it does not possess. The little child, playing with its toys on the floor, sees another child with a different sort of toy and immediately tries to lay hands on that toy. The female child 8grown tall9 2elie1es the other woman6s clothes more 2ecoming than her own and sets out to duplicate them. The male child 8grown tall9 sees another man with a 2igger collection of railroads or 2an4s or merchandise and says to himselfO PHow fortunate< How fortunate< How can ! separate him from his 2elongingsLP F$GHF

F. W. Woolworth, the Fi1e and Ten .ent Store 4ing, stood on Fifth *1enue in +ew (or4 .ity and ga;ed upward at the tall -etropolitan Building and saidO PHow wonderful< ! will 2uild one much taller.P The crowning achie1ement of his life was measured 2y the Woolworth Building. That 2uilding stands as a temporary sym2ol of man6s nature to eBcel the handiwor4 of other men. * -O+U-"+T TO TH" ,*+!T( OF -*+, W!TH BUT !TT " " S" TO 3UST!F( !TS "A!ST"+."<

SSSSSSSS
The little ragged news2oy on the street stands, with wide:open mouth, and en1ies the 2usiness man as he alights from his automo2ile at the cur2 and starts into his office. PHow happy ! would 2e,P the news2oy says to himself, Pif ! owned a i;;ie.P *nd, the 2usinessman seated at his des4 inside, thin4s how happy he would 2e if he could add another million dollars to his already o1er swollen 2an4 roll. The grass is always sweeter on the other side of the fence, says the Eac4ass, as he stretches his nec4 in the attempt to get to it. Turn a crowd of 2oys into an apple orchard and they will pass 2y the nice mellow apples on the ground. The red, Euicy ones hanging dangerously high in the top of the tree loo4 much more tempting, and up the tree they will go. The married man ta4es a sheepish glance at the daintily dressed ladies on the street and thin4s how fortunate he would 2e if his wife were as pretty as they. Perhaps she is much prettier, 2ut he misses that 2eauty 2ecause:well, 2ecause Pthe grass is always greener on the other side of the fence.P -ost di1orce cases grow out of man6s tendency to clim2 the fence into the other fellow6s pastures.

SSSSSSSS
Happiness is always Eust around the 2end? always in sight 2ut Eust out of reach. ife is ne1er complete, no matter what we ha1e or how much of it we possess. One thing calls for something else to go with it. -ilady 2uys a pretty hat. She must ha1e a gown to match it. That calls for new shoes and hose and glo1es, and other accessories that run into a 2ig 2ill far 2eyond her hus2and6s means. -an longs for a home:Eust a plain little house setting off in the edge of the woods. He 2uilds it, 2ut it is not complete? he must ha1e shru22ery and flowers and landscaping to go with it. Still it is not complete? he must ha1e a 2eautiful fence around it, with a gra1eled dri1eway. That calls for a motor car and a garage in which to house it. *ll these little touches ha1e 2een added, 2ut to no a1ail< The place is now too small. He must ha1e a house with more rooms. The Ford .oupe must 2e replaced 2y a .adillac sedan, so there will 2e room for company in the cross country tours. On and on the story goes, ad infinitum<

SSSSSSSS
The young man recei1es a salary sufficient to 4eep him and his family fairly comforta2le. Then comes a promotion and an ad1ance in salary of a thousand dollars a year. #oes he lay the eBtra thousand dollars away in the sa1ings account and continue li1ing as 2eforeL He does nothing of the sort. !mmediately he must trade the old car in for a new one. * porch must 2e added to the house. The wife needs a new wardro2e. The ta2le must 2e set with 2etter food and more of it. 8Pity his poor, groaning stomach.9 *t the end of the year is he 2etter off with the increaseL He is nothing of the sort< The more he gets the more he wants, and the rule applies to the man with millions the same as to the man with 2ut a few thousands. F$GKF

The young man selects the girl of his choice, 2elie1ing he cannot li1e without her. *fter he gets her he is not sure that he can li1e with her. !f a man remains a 2achelor he wonders why he is so stupid as to depri1e himself of the Eoys of married life. !f he marries he wonders how she happened to catch him off guard long enough to PharpoonP him. *nd the god of #estiny cries out PO fool, @ fool< (ou are damned if you #O and you are damned if you #O+6T.P *t e1ery crossroad of ife the imps of #iscontentment stand in the shadows of the 2ac4ground, with a grin of moc4ery on their faces, crying out PTa4e the road of your own choice< We will get you in the end<P

SSSSSSSS
*t last man 2ecomes disillusioned and 2egins to learn that Happiness and .ontentment are not of this world. Then 2egins the search for the password that will open the door to him in some world of which he 4nows not. Surely there must 2e Happiness on the other side of the /reat #i1ide. !n desperation his tired, care:worn heart turns to religion for hope and encouragement. But, his trou2les are not o1er? they are Eust starting< P.ome into our tent and accept our creed,P says one sect, Pand you may go straight to hea1en after death.P Poor man hesitates, loo4s and listens. Then he hears the call of another 2rand of religion whose leader saysO PStay out of the other camp or you6ll go straight to hell< They only sprin4le water on your head, 2ut we push you all the way under, there2y insuring you safe passage into the and of Promise.P !n the midst of sectarian claims and counter:claims Poor man 2ecomes undecided. +ot 4nowing whether to turn this way or that, he wonders which 2rand of religion offers the safest passage:way, until Hope 1anishes. P-yself when young did eagerly freMuent #octor and Saint and heard great argument *2out it and a2out? 2ut e1ermore .ame out 2y the same door where in ! went.P *lways see4ing 2ut ne1er finding :thus might 2e descri2ed man6s struggle for Happiness and .ontentment. He tries one religion after another, finally Eoining the PBig .hurchP which the world has named the P#amned.P His mind 2ecomes an eternal Muestion mar4, searching hither and yon for an answer to the Muestions : PWhence and WhitherLP PThe worldly hope men set their Hearts upon Turns *shes:or it prospers? and anon, i4e Snow upon the #esert6s #usty Face ighting a little Hour or two is gone.P F$GNF

ife is an e1erlasting Muestion:mar4< That which we want most is always in the em2ryonic distance of the future. Our power to acMuire is always a decade or so 2ehind our power to #"S!)"< *nd, if we catch up with the thing we want we no longer want it< Fortunate is the young woman who learns this great truth and 4eeps her lo1er always guessing, always on the defensi1e lest he may lose her. Our fa1orite author is a hero and a genius until we meet him in person and learn the sad truth that, after all, he is only a man. PHow often must we learn this lessonL -en cease to interest us when we find their limitations. The only sin is limitation. *s soon as you once come up with a man6s limitations, it is all o1er with him.P :"-")SO+. How 2eautiful the mountain yonder in the distance? 2ut, the moment we draw near it we find it to 2e nothing 2ut a wretched collection of roc4s and dirt and trees. Out of this truth grew the oft:repeated adage PFamiliarity 2reeds contempt.P Beauty and Happiness and .ontentment are states of mind. They can ne1er 2e enEoyed eBcept through 1ision of the afar. The most 2eautiful painting of )em2randt 2ecomes a mere smudge of dau2ed paint if we come too near it. #estroy the Hope of unfinished dreams in man6s heart and he is finished. The moment a man ceases to cherish the 1ision of future achie1ement he is through. +ature has 2uilt man so that his greatest and only lasting Happiness is that which he feels in the pursuit of some yet unattained o2Eect. *nticipation is sweeter than reali;ation. That which is at hand does not satisfy. The only enduring satisfaction is that which comes to the Person who 4eeps ali1e in his heart the HOP" of future achie1ement. When that hope dies write F!+!S across the human heart.

SSSSSSSS
ife6s greatest inconsistency is the fact that most of that which we 2elie1e is not true. )ussel .onwell wrote the most popular lecture e1er deli1ered in the "nglish language. He called it P*cres of #iamonds.P The central idea of the lecture was the statement that one need not see4 opportunity in the distance? that opportunity may 2e found in the 1icinity of one6s 2irth. Perhaps< 2ut, how many 2elie1e itL Opportunity may 2e found where1er one really loo4s for it, and nowhere else< To most men the pic4ing loo4s 2etter on the other side of the fence. How futile to urge one to try out one6s luc4 in the little home:town when it is man6s nature to loo4 for opportunity in some other locality. #o not worry 2ecause the grass loo4s sweeter on the other side of the fence. +ature intended it so. Thus does she allure us and groom us for the life:long tas4 of /)OWTH TH)OU/H ST)U// ".

F$G'F

TH" highest compact we can ma4e with our fellow isO et there 2e truth 2etween us two fore1ermore. :"merson

F$G%F

THE LAW OF SUCCESS

In Sixteen Lessons

Napoleon Hill

Teaching, for the First Time in the History of the World, the True Philosophy upon which all Personal Success is Built.

Originally PUB !SH"# in $%&' B( The )* STO+ U+!,")S!T( P)"SS -")!#"+, .O++.

.OP()!/HT, $%&', B( +*PO "O+ H! 000000 *ll )ights )eser1ed

Pu2lished By 3ames ). Henry *ctor, Filmma4er, 5 Business Owner

Printed in the US*

esson Four TH" H*B!T OF S*,!+/

F$H&F

TH" only lasting fa1or which the parent may confer upon the child is that of helping the child to help itself.

F$HCF

THE LAW OF SUCCESS Lesson Fo#" T!e Ha1it o Sa'in/

"Man is a combination of flesh, bone, blood, hair and braincells. These are the building materials out of which he shapes, through the Law of Habit, his own personality." TO ad1ise one to sa1e money without descri2ing how to sa1e would 2e somewhat li4e drawing the picture of a horse and writing under it, PThis is a horse.P !t is o21ious to all that the sa1ing of money is one of the essentials for success, 2ut the 2ig Muestion uppermost in the minds of the maEority of those who do not sa1e isO PHow can ! do itLP The sa1ing of money is solely a matter of habit# For this reason this lesson 2egins with a 2rief analysis of the aw of Ha2it. !t is literally true that man, through the aw of Ha2it, shapes his own personality. Through repetition, any act indulged in a few times 2ecomes a ha2it, and the mind appears to 2e nothing more than a mass of moti1ating forces growing out of our daily ha2its. When once fiBed in the mind a ha2it 1oluntarily impels one to action. For eBample, follow a gi1en route to your daily wor4, or to some other place that you freMuently 1isit, and 1ery soon the ha2it has 2een formed and your mind will lead you o1er that route without thought on your part. -oreo1er, if you start out with the intention of tra1eling in another direction, without 4eeping the thought of the change in routes constantly in mind, you will find yourself following the old route. Pu2lic spea4ers ha1e found that the telling o1er and o1er again of a story, which may 2e 2ased upon pure fiction, 2rings into play the aw of Ha2it, and 1ery soon they forget whether :the story is true or not.

WALLS OF LIMITATION BUILT THROUGH HABIT

-illions of people go through life in po1erty and want 2ecause they ha1e made destructi1e use of the aw of Ha2it. +ot understanding either the aw of Ha2it or the aw of *ttraction through which Pli4e attracts li4e,P those who remain in po1erty seldom reali;e that they are where they are as the result of their own acts. FiB in your mind the thought that your a2ility is limited to a gi1en earning capacity and you will ne1er earn more than that, 2ecause the law of ha2it will set up a definite limitation of the amount you can earn, your su2conscious mind will accept this limitation, and 1ery soon you will feel yourself PslippingP until finally you will 2ecome so hedged in 2y F"*) OF PO,")T( 8one of the siB 2asic fears9 that opportunity will no longer 4noc4 at your door? your doom will 2e sealed? your fate fiBed. For"atio% of the Habit of Savi% does %ot "ea% that yo& shall li"it yo&r ear%i% capacity) it "ea%s 0&st the opposite - that yo& shall apply this la( so that it %ot o%ly co%serves that (hich yo& ear%, i% a syste"atic "a%%er, b&t it also places yo& i% the (ay of reater opport&%ity a%d ives yo& the visio%, the self-co%fide%ce, the i"a i%atio%, the e%th&sias", the i%itiative a%d leadership act&ally to i%crease yo&r ear%i% capacity# F$HGF

Stating this great law in another way, when you thoroughly understand the aw of Ha2it you may insure yourself success in the great game of money ma4ing 2y Pplaying 2oth ends of that game against the middle.P (ou proceed in this mannerO First, through the law of #efinite .hief *im you set up, in your mind, an accurate, definite description of that which you want, including the amount of money you intend to earn. (our su2conscious mind ta4es o1er this picture which you ha1e created and uses it as a 2lueprint, chart or map 2y which to mold your thoughts and actions into practical plans for attaining the o2Eect of your .hief *im, or purpose. Through the aw of Ha2it you 4eep the o2Eect of your #efinite .hief *im fiBed in your mind 8in the manner descri2ed in esson Two until it 2ecomes firmly and permanently implanted there. This practice will destroy the po1erty consciousness and set up, in its place, a prosperity consciousness. (ou will actually 2egin to #"-*+# prosperity, you will 2egin to eBpect it, you will 2egin to prepare yourself to recei1e it and to use it wisely, thus pa1ing the way or setting the stage for the de1elopment of the Ha2it of Sa1ing. Seco%d, ha1ing in this manner increased your earning power you will ma4e further use of the aw of Ha2it 2y pro1ision, in your written statement of your #efinite .hief *im, for sa1ing a definite proportion of all the money you earn. Therefore, as your earnings increase, your sa1ings will, li4ewise, increase in proportion. By e1er urging yourself on and demanding of your self increased earning power, on the one hand, and 2y systematically laying aside a definite amount of all your earnings, on the other hand, you will soon reach the point at which you ha1e remo1ed all imaginary limitations from your own mind and you will then 2e well started on the road toward financial independence. +othing could 2e more practical or more easily accomplished than this< )e1erse the operation of the aw of Ha2it, 2y setting up in your mind the Fear of Po1erty, and 1ery, soon this fear will reduce your earning capacity until, you will 2e 2arely a2le to earn sufficient money to ta4e care of your actual necessities. The pu2lishers of newspapers could create a panic in a wee46s time 2y filling their columns with news items concerning the actual 2usiness failures of the country, despite the fact that 2ut few 2usinesses compared to the total num2er in eBistence, actually fail. The so:called Pcrime wa1esP are 1ery largely the products of sensational Eournalism. * single murder case, when eBploited 2y the newspapers of the country, through scare headlines, is sufficient to start a regular Pwa1eP of similar crimes in 1arious localities. Following the repetition in the daily papers of the Hic4man murder story, similar cases 2egan to 2e reported from other parts of the country. We are the 1ictims of our ha2its, no matter who we are or what may 2e our life:calling. *ny idea that is deli2erately fiBed in the mind, or any idea that is permitted to set itself up in the mind, as the result of suggestion, en1ironment, the influence of associates, etc., is sure to cause us to indulge in acts which conform to the nature of the idea. Form the ha2it of thin4ing and tal4ing of prosperity and a2undance, and 1ery soon material e1idence of these will 2egin to manifest itself in the nature of wider opportunity and new and uneBpected opportunity. i4e attracts li4e< !f you are in 2usiness and ha1e formed the ha2it of tal4ing and thin4ing a2out P2usiness 2eing 2adP 2usiness will 2e 2ad. One pessimist, pro1iding he is permitted to continue his destructi1e influence long enough, can destroy the wor4 of half a do;en competent men, and he will do it 2y setting adrift in the minds of his associates the thought of po1erty and failure. #on6t 2e this type of man or woman. One of the most successful 2an4ers in the state of !llinois has this sign hanging in his pri1ate officeO F$HHF

(OU are a human magnet and you are constantly attracting to you people whose characters harmoni;e with your own.

F$HKF

PW" T* > *+# TH!+> O+ ( OF *BU+#*+." H")". !F (OU H*," * T* " OF WO" P "*S" >""P !T, *S W" #O +OT W*+T !T.P +o 2usiness firm wants the ser1ices of a pessimist, and those who understand the aw of *ttraction and the aw of Ha2it will no more tolerate the pessimist than they would permit a 2urglar to roam around their place of 2usiness, for the reason that one such person will destroy the usefulness of those around him. !n tens of thousands of homes the general topic of con1ersation is po1erty and want, and that is Eust what they are getting. They thin4 of po1erty, they tal4 of po1erty, they accept po1erty as their lot in life. They reason that 2ecause their ancestors were poor 2efore them they, also, must remain poor. The po1erty consciousness is formed as the result of the ha2it of thin4ing of and fearing po1erty. P o< the thing ! had feared has come upon me.P

THE SLA,ERY OF DEBT

#e2t is a merciless master, a fatal enemy of the sa1ings ha2it. Po1erty, alone, is sufficient to 4ill off am2ition, destroy self:confidence and destroy hope, 2ut add to it the 2urden of de2t and all who are 1ictims of these two cruel tas4:masters are practically doomed to failure. +o man can do his 2est wor4, no man can eBpress himself in terms that command respect, no man can either create or carry out a definite purpose in life, with hea1y de2t hanging o1er his head. The man who is 2ound in the sla1ery of de2t is Eust as helpless as the sla1e who is 2ound 2y ignorance, or 2y actual chains. The author has a 1ery close friend whose income is Q$,@@@ a month. His wife lo1es PsocietyP and tries to ma4e a Q&@,@@@ showing on a Q$&,@@@ income, with the result that this poor fellow is usually a2out Q',@@@ in de2t. "1ery mem2er of his family has the Pspending ha2it,P ha1ing acMuired this from the mother. The children, two girls and one 2oy, are now of the age when they are thin4ing of going to college, 2ut this is impossi2le 2ecause of the father6s de2ts. The result is dissension 2etween the father and his children which ma4es the entire family unhappy and misera2le. !t is a terri2le thing e1en to thin4 of going through life li4e a prisoner in chains, 2ound down and owned 2y some2ody else on account of de2ts. The accumulation of de2ts is a ha2it. !t starts in a small way and grows to enormous proportions slowly, step 2y step, until finally it ta4es charge of one6s 1ery soul. Thousands of young men start their married li1es with unnecessary de2ts hanging o1er their heads and ne1er manage to get out from under the load. *fter the no1elty of marriage 2egins to wear off 8as it usually does9 the married couple 2egin to feel the em2arrassment of want, and this feeling grows until it leads, oftentimes, to open dissatisfaction with one another, and e1entually to the di1orce court. * man who is 2ound 2y the sla1ery of de2t has no time or inclination to set up or wor4 out ideals, with the result that he drifts downward with time until he e1entually 2egins to set up limitations in his own mind, and 2y these he hedges himself 2ehind prison walls of F"*) and dou2t from which he ne1er escapes. +o sacrifice is too great to a1oid the misery of de2t< PThin4 of what you owe yourself and those who are dependent upon you and resol1e to 2e no man6s de2tor,P is the ad1ice of one 1ery successful man whose early chances were destroyed 2y de2t. This man came to himself soon enough to throw off the ha2it of 2uying that which he did not need and e1entually wor4ed his way out of sla1ery. F$HNF

-ost men who de1elop the ha2it of de2t will not 2e so fortunate as to come to their senses in time to sa1e themsel1es, 2ecause de2t is something li4e Muic4sand in that it has a tendency to draw its 1ictim deeper and deeper into the mire. The Fear of Po1erty is one of the most destructi1e of the siB 2asic fears descri2ed in esson Three. The man who 2ecomes hopelessly in de2t is sei;ed with this po1erty fear, his am2ition and self: confidence 2ecome paraly;ed, and he sin4s gradually into o2li1ion. There are two classes of de2ts, and these are so different in nature that they deser1e to 2e here descri2ed, as followsO $. There are de2ts incurred for luBuries which 2ecome a dead loss. &. There are de2ts incurred in the course of professional or 2usiness trading which represent ser1ice or merchandise that can 2e con1erted 2ac4 into assets. The first class of de2ts is the one to 2e a1oided. The second class may 2e indulged in, pro1iding the one incurring the de2ts uses Eudgment and does not go 2eyond the 2ounds of reasona2le limitation. The moment one 2uys 2eyond his limitations he enters the realm of speculation, and speculation swallows more of its 1ictims than it enriches. Practically all people who li1e 2eyond their means are tempted to speculate with the hope that they may recoup, at a single turn of the wheel of fortune, so to spea4, their entire inde2tedness. The wheel generally stops at the wrong place and, far from finding themsel1es out of de2t, such people as indulge in speculation are 2ound more closely as sla1es of de2t. The Fear of Po1erty 2rea4s down the will:power of its 1ictims, and they then find themsel1es una2le to restore their lost fortunes, and, what is still more sad, they lose all am2ition to eBtricate themsel1es from the sla1ery of de2t. Hardly a day passes that one may not see an account in the newspapers of at least one suicide as the result of worry o1er de2ts. The sla1ery of de2t causes more suicides e1ery year than all other causes com2ined, which is a slight indication of the cruelty of the po1erty fear. #uring the war millions of men faced the front:line trenches without flinching, 4nowing that death might o1erta4e them any moment. Those same men, when facing the Fear of Po1erty, often cringe and out of sheer desperation, which paraly;es their reason, sometimes commit suicide. The person who is free from de2t may whip po1erty and achie1e outstanding financial success, 2ut, if he is 2ound 2y de2t, such achie1ement is 2ut a remote possi2ility, and ne1er a pro2a2ility. Fear of Po1erty is a negati1e, destructi1e state of mind. -oreo1er, one negati1e state of mind has a tendency to attract other similar states of mind. For eBample, the Fear of Po1erty may attract the fear of !ll Health, and these two may attract the Fear of Old *ge, so that the 1ictim finds himself po1erty: stric4en, in ill health and actually growing old long 2efore the time when he should 2egin to show the signs of old age. -illions of untimely, nameless gra1es ha1e 2een filled 2y this cruel state of mind 4nown as the Fear of Po1erty< ess than a do;en years ago a young man held a responsi2le position with the .ity +ational Ban4, of +ew (or4 .ity. Through li1ing 2eyond his income he contracted a large amount of de2ts which caused him to worry until this destructi1e ha2it 2egan to show up in his wor4 and he was dismissed from the 2an46s ser1ice. He secured another position, at less money, 2ut his creditors em2arrassed him so that he decided to resign and go away into another city, where he hoped to escape them until he had accumulated enough money to pay off his inde2tedness. .reditors ha1e a way of tracing de2tors, so 1ery soon they were close on the heels of this young man, whose employer found out a2out his inde2tedness and dismissed him from his position. F$H'F

WHO told you it couldn6t 2e doneL and, what great achie1ement has he to his credit that entitles him to use the word Pimpossi2leP so freelyL

F$H%F

He then searched in 1ain for employment for two months. One cold night he went to the top of one of the tall 2uildings on Broadway and Eumped off. #e2t had claimed another 1ictim.

HOW TO MASTER THE FEAR OF PO,ERTY

To whip the Fear of Po1erty one must ta4e two 1ery definite steps, pro1iding one is in de2t. First, Muit the ha2it of 2uying on credit, and follow this 2y gradually paying off the de2ts that you ha1e already incurred. Being free from the worry of inde2tedness you are ready to re1amp the ha2its of your mind and re: direct your course toward prosperity. *dopt, as a part of your #efinite .hief *im, the ha2it of sa1ing a regular proportion of your income, e1en if this 2e no more than a penny a day. ,ery soon this ha2it will 2egin to lay hold of your mind and you will actually get Eoy out of sa1ing. *ny ha2it may 2e discontinued 2y 2uilding in its place some other and more desira2le ha2it. The PspendingP ha2it must 2e replaced 2y the Psa1ingP ha2it 2y all who attain financial independence. -erely to discontinue an undesira2le ha2it is not enough, as such ha2its ha1e a tendency to reappear unless the place they formerly occupied in the mind is filled 2y some other ha2it of a different nature. The discontinuance of a ha2it lea1es a PholeP in the mind, and this hole must 2e filled up with some other form of ha2it or the old one will return and claim its place. Throughout this course many psychological formulas, which the student has 2een reMuested to memori;e and practice, ha1e 2een descri2ed. (ou will find such a formula in esson Three, the o2Eect of which is to de1elop Self:confidence. These formulas may 2e assimilated so they 2ecome a part of your mental machinery, through the aw of Ha2it, if you will follow the instructions for their use which accompany each of them. !t is assumed that you are stri1ing to attain financial independence. The accumulation of money is not difficult after you ha1e once mastered the Fear of Po1erty and de1eloped in its place the Ha2it of Sa1ing. The author of this course would 2e greatly disappointed to 4now that any student of the course got the impression from anything in this or any of the otherO lessons that Success is measured 2y dollars alone. Howe1er, money does represent an important fact or in success, and it must 2e gi1en its proper 1alue in any philosophy intended to help people in 2ecoming useful, happy and prosperous. The cold, cruel, relentless truth is that in this age, of materialism a man is no more than so many grains of sand, which may 2e 2lown helter:s4elter 2y e1ery stray wind of circumstance, unless he is entrenched 2ehind the power of money< /enius may offer many rewards to those who possess it, 2ut the fact still remains that genius without money with which to gi1e it eBpression is 2ut an empty, s4eleton:li4e honor. The man without money is at the mercy of the man who has it< *nd this goes, regardless of the amount of a2ility he may possess, the training he has had or the nati1e genius with which he was gifted 2y nature. There is no escape from the fact that people will weigh you 1ery largely in the light of 2an4 2alances, no matter who you are or what you can do. The first Muestion that arises, in the minds of most people, when they meet a stranger, is, PHow much money has heLP !f he has money he is welcomed into homes and 2usiness opportunities are thrown his way. *ll sorts of attention are la1ished upon him. He is a prince, and as such is entitled to the 2est of the land. F$K@F

But if his shoes are run down at the heels, his clothes are not pressed, his collar is dirty, and he shows plainly the signs of impo1erished finances, woe 2e his lot, for the passing crowd will step on his toes and 2low the smo4e of disrespect in his face. These are not pretty statements, 2ut they ha1e one 1irtue : TH"( *)" T)U"< This tendency to Eudge people 2y the money they ha1e, or their power to control money, is not confined to any one class of people. We all ha1e a touch of it, whether we recogni;e the fact or not. Thomas *. "dison is one of the 2est 4nown and most respected in1entors in the world, yet it is no misstatement of facts to say that he would ha1e remained a practically un4nown, o2scure personage had he not followed the ha2it of conser1ing his resources and shown his a2ility to sa1e money. Henry Ford ne1er would ha1e got to first 2ase with his Phorseless carriageP had he not de1eloped, Muite early in life, the ha2it of sa1ing. -oreo1er, had -r. Ford not conser1ed his resources and hedged himself 2ehind their power he would ha1e 2een Pswallowed upP 2y his competitors or those who co1etously desired to ta4e his 2usiness away from him, long, long years ago. -any a man has gone a 1ery long way toward success, only to stum2le and fall, ne1er again to rise, 2ecause of lac4 of money in times of emergency. The mortality rate in 2usiness each year, due to lac4 of reser1e capital for emergencies, is stupendous. To this one cause are due more of the 2usiness failures than to all other causes com2ined< )eser1e Funds are essential in the successful operation of 2usiness< i4ewise, Sa1ings *ccounts are essential to success on the part of indi1iduals. Without a sa1ings fund the indi1idual suffers in two waysO first, 2y ina2ility to sei;e opportunities that come only to the person with some ready cash, and, second, 2y em2arrassment due to some uneBpected emergency calling for cash. !t might 2e said, also, that the indi1idual suffers in still a third respect 2y not de1eloping the Ha2it of Sa1ing, through lac4 of certain other Mualities essential for success which grow out of the practice of the Ha2it of Sa1ing. The nic4els, dimes and pennies which the a1erage person allows to slip through his fingers would, if systematically sa1ed and properly put to wor4, e1entually 2ring financial independence. Through the courtesy of a prominent Building and oan *ssociation the following ta2le has 2een compiled, showing what a monthly sa1ing of QH.@@, Q$@.@@, Q&H.@@ or QH@.@@ will amount to at the end of ten years. These figures are startling when one comes to consider the fact that the a1erage person spends from QH.@@ to QH@.@@ a month for useless merchandise or so:called Pentertainment.P The ma4ing and sa1ing of money is a science, yet the rules 2y which money is accumulated are so simple that anyone may follow them. The main prereMuisite is a willingness to su2ordinate the present to the future, 2y eliminating unnecessary eBpenditures for luBuries.

F$K$F

T!e A.a7in/ Wa$ Yo#" Mone$ G"o2s SA,E 89 A MONTH :On&$ ;< cents a da$=
$ (ear &nd (ear Crd (ear Gth (ear Hth (ear Kth (ear Nth (ear 'th (ear %th (ear $@th (ear
st

*mount Sa1ed QK@.@@ Q$&@.@@ Q$'@.@@ Q&G@.@@ QC@@.@@ QCK@.@@ QG&@.@@ QG'@.@@ QHG@.@@ QK@@.@@ *mount Sa1ed Q$&@.@@ Q&G@.@@ QCK@.@@ QG'@.@@ QK@@.@@ QN&@.@@ Q'G@.@@ Q%K@.@@ Q$,@'@.@@ Q$,&@@.@@ *mount Sa1ed QC@@.@@ QK@@.@@ Q%@@.@@ Q$,&@@.@@ Q$,H@@.@@ Q$,'@@.@@ Q&,$@@.@@ Q&,G@@.@@ Q&,N@@.@@ QC,@@@.@@ *mount Sa1ed QK@@.@@ Q$,&@@.@@ Q$,'@@.@@ Q&,G@@.@@ QC,@@@.@@ QC,K@@.@@ QG,&@@.@@ QG,'@@.@@ QH,G@@.@@ QK,@@@.@@

Profit QG.C@ Q$K.HH QCK.C@ QKG.@@ Q$@$.@@ Q$G@.@@ Q$%N.$@ Q&HN.@H QC&G.%H QG@@.@@
F

Sa1ings Plus Profit QKG.C@ Q$CK.HH Q&$K.C@ QC@G.@@ QG@$.@@ QH@@.@@ QK$N.$@ QNCN.@H Q'KG.%H Q$,@@@.@@ Sa1ings Plus Profit Q$&'.K@ Q&NC.$$ QGC&.K@ QK@'.@@ Q'@&.@@ Q$,@@@.@@ Q$,&CG.&@ Q$,GNG.$@ Q$,N&%.%@ Q&,@@@.@@ Sa1ings Plus Profit QC&$.H@ QK'&.NH Q$,@'$.H@ Q$,H&@.@@ Q&,@@H.@@ Q&,H@@.@@ QC,@'H.H@ QC,K'H.&H QG,C&G.NH QH,@@@.@@ Sa1ings Plus Profit QKGC.@@ Q$,CKH.H@ Q&,$KC.@@ QC,@G@.@@ QG,@$@.@@ QH,@@@.@@ QK,$N$.@@ QN,CN@.H@ Q',KG%.H@ Q$@,@@@.@@

Withdrawal ,alue QK$.C@ Q$&H.@@ Q$%$.HH Q&K@.&@ QCC'.$C QG$G.NH QG%H.GC QHN'.C& QK'N.$H Q$,@@@.@@ Withdrawal ,alue Q$&&.K@ Q&H@.@@ QC'C.$@ QH&@.G@ QKNK.&H Q'&%.H@ Q%%@.'H Q$,$HK.KG Q$,CNG.C@ Q&,@@@.@@ Withdrawal ,alue QC@K.H@ QK&H.@@ Q%HN.NH Q$,C@$.@@ Q$,K%@.KC Q&,@NC.NH Q&,GNN.$C Q&,'%$.K@ QC,GCH.NH QH,@@@.@@ Withdrawal ,alue QK$C.@@ Q$,&H@.@@ Q$,%$H.H@ Q&,K@&.@@ QC,C'$.&H QG,$GN.H@ QG,%HG.&H QH,N'C.&@ QK,'N$.H@
Q$@,@@@.@@

SA,E 8;> A MONTH :On&$ ?? cents a da$=

$ (ear &nd (ear Crd (ear Gth (ear Hth (ear Kth (ear Nth (ear 'th (ear %th (ear $@th (ear
st

Profit Q'.K@ QCC.$$ QN&.K@ Q$&'.@@ Q&@&.@@ Q&'@.@@ QC%G.&@ QH$G.$@ QKG%.%@ Q'@@.@@
F

SA,E 8@9 A MONTH :On&$ A? cents a da$=

$ (ear &nd (ear Crd (ear Gth (ear Hth (ear Kth (ear Nth (ear 'th (ear %th (ear $@th (ear
st

Profit Q&$.H@ Q'&.NH Q$'$.H@ QC&@.@@ QH@H.@@ QN@@.@@ Q%'H.H@ Q$,&'H.&H Q$,K&G.NH Q&,@@@.@@
F

SA,E 89> A MONTH :On&$ 8;.BB a da$=

$ (ear &nd (ear Crd (ear Gth (ear Hth (ear Kth (ear Nth (ear 'th (ear %th (ear $@th (ear
st

Profit QGC.@@ Q$KH.H@ QCKC.@@ QKG@.@@ Q$,@$@.@@ Q$,G@@.@@ Q$,%N$.@@ Q&HN.H@ QC,&G%.H@ QG,@@@.@@
F

F$K&F

",")( failure, e1ery ad1ersity, e1ery heartache may 2e a 2lessing in disguise pro1iding it softens the animal portion of our nature.

F$KCF

* young man, who was earning only Q&@.@@ a wee4 as chauffeur for a prominent +ew (or4 2an4er, was induced 2y his employer to 4eep an accurate account of e1ery cent he spent for one wee4. The following is an itemi;ed list of his eBpensesO .igarettesWWWWWWWWWWQ.NH .hewing gumWWWWWWWW.. .C@ Soda fountainWWWWWWWW..$.'@ .igars for associatesWWWWW...$.H@ -o1ing picture showWWWWW..$.@@ Sha1es, including tipsWWWW.....$.K@ +ewspaper, daily and SundayW.... .&& Shoe shinesWWWWWWWWW. .C@ 000000 QN.GN Board and roomWWWWWWW..Q$&.@@ -oney on handWWWWWWW... .HC 000000 Q&@.@@ These figures tell a tragic story which might as well apply to thousands of other people as to the young man who 4ept this account. His actual sa1ings out of Q&@.@@ were only HC cents. He spent QN.GN for items, e1ery one of which could ha1e 2een greatly reduced, and most of which could ha1e 2een eliminated entirely. !n fact, 2y sha1ing himself and shining his own shoes, he could ha1e sa1ed e1ery cent of the QN.GN. +ow turn to the ta2le made up 2y the Building and oan *ssociation and o2ser1e what the sa1ing of QN.GN a wee4 would amount to. Suppose the amount this young man actually sa1ed had 2een only Q&H.@@ a month? the sa1ing would ha1e increased to the snug sum of QH,@@@.@@ 2y the end of the first ten years. The young man in Muestion was twenty:one years old at the time he 4ept this eBpense account. By the time he reached the age of thirty:one years he could ha1e had a su2stantial amount in the 2an4, had he sa1ed Q&H.@@ a month, and this sa1ing would ha1e 2rought him many opportunities that would ha1e led directly to financial independence. Some who are short:sighted, pseudo:philosophers, are fond of pointing to the fact that no one can 2ecome rich merely 2y sa1ing a few dollars a wee4. This may 2e true enough, as far as the reasoning goes 8which is not 1ery far9 2ut the other side of the story is that the sa1ing of e1en a small sum of money places one in position where, oftentimes, this small sum may ena2le one to ta4e ad1antage of 2usiness opportunities which lead directly and Muite rapidly to financial independence. The foregoing ta2le, showing what a sa1ing of QH.@@ a month will amount to at the end of ten years, should 2e copied and pasted on your mirror, where it will stare you in the face e1ery morning when you get up and e1ery night as you retire, pro1iding you ha1e not already acMuired the ha2it of systematic sa1ing of money. This ta2le should 2e reproduced, in letters and figures an inch tall, and placed on the walls of e1ery pu2lic school throughout the land, where it might ser1e as a constant reminder to all school children of the 1alue of the sa1ings ha2it. F$KGF

Some years ago, 2efore gi1ing serious thought to the 1alue of the sa1ings ha2it, this author made up an account of the money which had slipped through his fingers. The amount was so alarming that it resulted in the writing of this lesson, and adding the Ha2it of Sa1ing as one of the Fifteen aws of Success. Following is an itemi;ed statement of this accountO
QG,@@@.@@

inherited, in1ested in automo2ile supply 2usiness with a friend who lost the entire amount in one year. eBtra money earned from sundry writing for maga;ines and newspapers, all spent uselessly. earned from training C,@@@ salesmen, with the aid of the aw of Success philosophy, in1ested in a maga;ine which was not a success 2ecause there was no reser1e capital 2ac4 of it. eBtra money earned from pu2lic addresses, lectures, etc., all of which was spent as it came in. estimated amount that could ha1e 2een sa1ed during a period of ten years, out of regular earnings, at the rate of only QH@ a month.

QC,K@@.@@

QC@,@@@.@@

QC,G@@.@@

QK,@@@.@@

000000000000 QGN,@@@.@@

This amount, had it 2een sa1ed and in1ested as recei1ed, in Building and oan *ssociations, or in some other manner that would ha1e earned compound interest, would ha1e grown into the sum of Q%G,@@@.@@ at the time this lesson is 2eing written. The author is not a 1ictim of any of the usual ha2its of dissipation, such as gam2ling, drin4ing and eBcessi1e entertaining. !t is almost un2elie1a2le that a man whose ha2its of li1ing are reasona2ly moderate could spend QGN,@@@.@@ within a little o1er ten years without ha1ing anything to show for the money, 2ut it can 2e done< * capital reser1e of Q%G,@@@.@@, wor4ing at compound interest, is sufficient to gi1e any man all the financial freedom he needs. ! recall one occasion when the president of a large corporation sent me a chec4 for QH@@.@@ for an address ! deli1ered at a 2anMuet gi1en to the employees, and ! distinctly recall what went through my mind when ! opened the letter and saw the chec4. ! had wanted a new automo2ile and this chec4 was eBactly the amount reMuired for the first payment. ! had it spent 2efore it had 2een in my hands thirty seconds. Perhaps this is the eBperience of the maEority of people. They thin4 more of how they are going to SP"+# what they ha1e than they do a2out ways and means of S*,!+/. The idea of sa1ing, and the self: control and self:sacrifice which must accompany it, is always accompanied 2y thoughts of an unpleasant nature, 2ut oh, how it does thrill one to thin4 of SP"+#!+/. There is a reason for this, and that reason is the fact that most of us ha1e de1eloped the ha2it of spending while neglecting the Ha2it of Sa1ing, and any idea that freMuents the human mind 2ut seldom is F$KHF

not as welcome as that which freMuents it often. !n truth, the Ha2it of Sa1ing can 2e made as fascinating as the ha2it of spending, 2ut not until it has 2ecome a regular, well grounded, systematic ha2it. We li4e to do that which is often repeated, which is 2ut another way of stating what the scientists ha1e disco1ered, that we are 1ictims of our ha2its. The ha2it of sa1ing money reMuires more force of character than most people ha1e de1eloped, for the reason that sa1ing means self:denial and sacrifice of amusements and pleasures in scores of different ways. For this 1ery reason one who de1elops the sa1ings ha2it acMuires, at the same time, many of the other needed ha2its which lead to successO especially Self:control, Self:confidence, .ourage, Poise and Freedom from Fear.

HOW MUCH SHOULD ONE SA,E)

The first Muestion that will arise is, PHow -uch Should One Sa1eLP The answer cannot 2e gi1en in a few words, for the amount one should sa1e depends upon many conditions, some of which may 2e within one6s control and some of which may not 2e. /enerally spea4ing, a man who wor4s for a salary should apportion his income a2out as followsO Sa1ings *ccountWWWWWW.WW..&@X i1ing : .lothes, Food and Shelter.......H@X "ducationWWWWWWWWWWW..$@X )ecreationWWWWWWWWWWW.$@X ife !nsuranceWWWWWW.WWW..$@X $@@X The following, howe1er, indicates the approBimate distri2ution which the a1erage man actually ma4es of his incomeO Sa1ings *ccountWWWWWW.WW..+OTH!+/ i1ing : .lothes, Food and Shelter.......K@X "ducationWWWWWWWWWWW.. @X )ecreationWWWWWWWWWWW.CHX ife !nsuranceWWWWWW.WWW.. HX $@@X Under the item of PrecreationP is included, of course, many eBpenditures that do not really Precreate,P such as money spent for alcoholic drin4s, dinner parties and other similar items which may actually ser1e to undermine one6s health and destroy character. *n eBperienced analyst of men has stated that he could tell 1ery accurately, 2y eBamining a man6s monthly 2udget, what sort of a life the man is li1ing? moreo1er, that he will get most of his information from the one item of Precreation.P This, then, is an item to 2e watched as carefully as the greenhouse 4eeper watches the thermometer which controls the life and death of his plants. Those who 4eep 2udget accounts often include an item called Pentertainment,P which, in a maEority of cases, turns out to 2e an e1il 2ecause it depletes the income hea1ily and when carried to eBcess depletes, also, the health. F$KKF

.*)"FU analysis of $N' men who are 4nown to 2e successful disclosed the fact that all had failed many times 2efore arri1ing.

F$KNF

We are li1ing, right now, in an age when the item of PentertainmentP is altogether too high in most 2udget allowances. Tens of thousands of people who earn not more than QH@.@@ a wee4 are spending as much as one third of their incomes for what they call Pentertainment,P which comes in a 2ottle, with a Muestiona2le la2el on it, at anywhere from QK.@@ to Q$&.@@ a Muart. +ot only are these unwise people wasting the money that should go into a sa1ings fund, 2ut, of far greater danger, they are destroying 2oth character and health. +othing in this lesson is intended as a preachment on morality, or on any other su2Eect. We are here dealing with cold facts which, to a large eBtent, constitute the 2uilding materials out of which SU.."SS may 2e created. Howe1er, this is an appropriate place to state some F*.TS which ha1e such a direct 2earing on the su2Eect of achie1ing success that they cannot 2e omitted without wea4ening this entire course in general and this lesson in particular. The author of this course is +OT a reformer< +either is he a preacher on morals, as this field of useful endea1or is Muite well co1ered 2y others who, are a2le wor4ers. What is here stated, therefore, is intended as a necessary part of a course of philosophy whose purpose is to mar4 a safe road o1er which one may tra1el to honora2le achie1ement. #uring the year $%&K the author was in partnership with the late #on ). -ellett, who was, at that time, the pu2lisher of the .anton 8Ohio9 #aily +ews. -r. -ellett 2ecame interested in the aw of Success philosophy 2ecause it offered, as he 2elie1ed, sound counsel to young men and young women who really wish to get ahead in life. Through the pages of the #aily6 +ews -r. -ellett was conducting a fierce 2attle against the underworld forces of .anton. With the aid of detecti1es and in1estigators, some of whom were supplied 2y the /o1ernor of Ohio, -r. -ellett and the author gathered accurate data concerning the way most of the people in .anton were li1ing. !n 3uly, $%&K, -r. -ellett was assassinated from am2ush, and four men, one of them a former mem2er of the .anton police force, are now ser1ing life sentences in the Ohio State Penitentiary for the crime. #uring the in1estigation into crime conditions in .anton all reports came to the author6s office, and the data here descri2ed are, therefore, 4nown to 2e a2solutely accurate. One of the officials of a large industrial plant whose salary was QK,@@@.@@ a year paid a .anton 2ootlegger an a1erage of QC@@.@@ a month for the liMuor 8if PstuffP can 2e called liMuor9 which he used for Pentertaining.P His wife participated in these PentertainmentsP which too4 place in his own home. * paying teller in a 2an4, whose salary was Q$H@.@@ a month, was spending an a1erage of QNH.@@ a month for liMuor, and in addition to this unpardona2le waste of money, out of a salary which was none too great at most, he was tra1eling at a pace and with a crowd which meant ruin for him later on. The superintendent of a large manufacturing plant, whose salary was QH,@@@.@@ a year, and who should ha1e 2een sa1ing at least Q$&H.@@ a month, was actually sa1ing nothing. His 2ootlegger6s 2ill a1eraged Q$H@.@@ a month. * policeman whose income was Q$K@.@@ a month was spending o1er QG@@.@@ a month on dinner parties, at a near:2y roadhouse. Where he got the difference 2etween his legitimate income and his actual eBpenditures is a Muestion that reflects no particular credit on the policeman. * 2an4 official whose income, as near as it could 2e estimated from his pre1ious years6 income taB reports, was a2out Q',@@@.@@ a year, had a monthly 2ootlegger6s 2ill of more than QH@@.@@ during the three months that his acti1ities were chec4ed 2y the -ellett in1estigators. * young man who wor4ed in a department store, at a salary of Q&@.@@ a wee4, was spending an a1erage of QCH.@@ a wee4 with one 2ootlegger. The assumption was that he was stealing the difference from his employer. Old -an Trou2le awaited this young man, Eust around the corner, although it is not 4nown 2y the author whether or not the two ha1e come together as yet. F$K'F

* salesman for a life insurance company, whose income was not 4nown 2ecause he wor4ed on a commission 2asis, was spending an a1erage of Q&@@.@@ a month with one 2ootlegger. +o record of any sa1ings account was found, and the assumption is that he had none. This assumption was later confirmed when the company for which the young man wor4ed had him arrested for em2e;;lement of its funds. +o dou2t he was spending the money which he should ha1e turned in to the company. He is now ser1ing a long sentence in the Ohio State Penitentiary. * young lad who was attending high school was spending large sums for liMuor. The actual amount was not o2taina2le for the reason that he paid cash as he got the liMuor, and the 2ootlegger6s records did6 not, therefore, disclose the actual amount. ater this 2oy6s parents had him loc4ed up Pto sa1e him from himself.J !t was found that he was stealing money from a sa1ings fund 4ept 2y his mother, somewhere a2out the house. He had stolen and spent more than QC@@.@@ of this money when disco1ered. This author conducted a ecture Bureau in forty:one high schools,where he lectured once a month during the entire school season. The principals of these high schools stated that less than two per cent of the students showed any tendency toward sa1ing money, and an eBamination through the aid of a Muestionnaire prepared for that purpose disclosed the fact that only fi1e per cent of the students, out of a total of $$,@@@, of the high:school age, 2elie1ed that the sa1ings ha2it was one of the essentials for success. !t is no wonder the rich are 2ecoming richer and the poor are 2ecoming poorer< .all this a socialistic statement, if you please, 2ut the facts 2ear out its accuracy. !t is not difficult for any man to 2ecome rich, in a country of spendthrifts such as this, where millions of people spend e1ery cent that comes into their possession. -any years ago, 2efore the present wa1e of mania for spending spread o1er the country, F. W. Woolworth de1ised a 1ery simple method of catching the nic4els and dimes that millions of people throw away for trash, and his system netted him o1er O+" HU+#)"# -! !O+ #O *)S in a few years6 time. Woolworth has died, 2ut his system of sa1ing nic4els and dimes continues, and his estate is growing 2igger and 2igger. Fi1e and Ten .ent Stores are usually painted with a 2right red front. That is an appropriate color, for red denotes danger. "1ery Fi1e and Ten .ent Store is a stri4ing monument that pro1es, to a nicety, that one of the cardinal faults of this generation is the SP"+#!+/ H*B!T. We are all 1ictims of H*B!T< Unfortunately for most of us, we are reared 2y parents who ha1e no conception whatsoe1er of the psychology of ha2it, and, without 2eing aware of their fault, most parents aid and a2et their offspring in the de1elopment of the spending ha2it 2y o1er indulgence with spending money, and 2y lac4 of training in the Ha2it of Sa1ing. The ha2its of early childhood cling to us all through life. Fortunate, indeed, is the child whose parents ha1e the foresight and the understanding of the 1alue, as a character 2uilder, of the Ha2it of Sa1ing, to inculcate this ha2it in the minds of their children. !t is a training that yields rich rewards. /i1e the a1erage man Q$@@.@@ that he did not contemplate recei1ing, and what will he do with itL Why, he will 2egin to cogitate in his own mind on how he can SP"+# the money. #o;ens of things that he needs, or TH!+>S he needs, will flash into his mind, 2ut it is a rather safe 2et that it will ne1er occur to him 8unless he has acMuired the sa1ings ha2it9 to ma4e this Q$@@.@@ the 2eginning of a sa1ings account. Before night comes he will ha1e the Q$@@.@@ spent, or at least he will ha1e decided in his mind how he is going to SP"+# !T, thus adding more fuel to the already too 2right flame of Ha2it of Spending. We are ruled 2y our ha2its< !t reMuires force of character, determination and power of firm #".!S!O+ to open a sa1ings account and then add to it a regular, if small, portion of all su2seMuent income. F$K%F

salesmen will do well to remem2er that no one wants anything that someone else is trying to Pget rid of.P

F$N@F

There is one rule 2y which any man may determine, well in ad1ance, whether or not he will e1er enEoy the financial freedom and independence which is so uni1ersally desired 2y all men, and this rule has a2solutely nothing to do with the amount of one6s income. The rule is that if a man follows the systematic ha2it of sa1ing a definite proportion of all money he earns or recei1es in other ways, he is practically sure to place himself in a position of financial independence. !f he sa1es nothing, he !S *BSO UT" ( SU)" +",") TO B" F!+*+.!* ( !+#"P"+#"+T, no matter how much his income may 2e. The one and only eBception to this rule is that a man who does not sa1e might possi2ly inherit such a large sum of money that he could not spend it, or he might inherit it under a trust which would protect it for him, 2ut these e1entualities are rather remote? so much so, in fact, that (OU cannot rely upon such a miracle happening to you. This author enEoys a rather close acMuaintance with many hundreds of people throughout the United States and in some foreign countries. For nearly twenty:fi1e years he has 2een watching many of these acMuaintances, and 4nows, therefore, from actual eBperience, how they li1e, why some of them ha1e failed while others ha1e succeeded, and the )"*SO+S FO) BOTH F*! U)" *+# SU.."SS. This list of acMuaintances co1ers men who control hundreds of millions of dollars, and actually own many millions which they ha1e acMuired. *lso men who ha1e had millions of dollars, all of which passed through their fingers and they are now penniless. For the purpose of showing the student of this philosophy Eust how the law of ha2it 2ecomes a sort of pi1otal point on which success or failure turns, and eBactly why no man can 2ecome financially independent without de1eloping the ha2it of S(ST"-*T!. S*,!+/, the li1ing ha2its of some of these many acMuaintances will 2e descri2ed. We will 2egin with a complete history, in his own words, of a man who has made a million dollars in the field of ad1ertising, 2ut who now has nothing to show for his efforts. This story first appeared in the *merican -aga;ine, and it is here reprinted through the courtesy of the pu2lishers of that pu2lication. The story is true, in e1ery respect, and it has 2een included as a part of this lesson 2ecause the author of the story, -r. W. .. Freeman, is willing to ha1e his mista4es made pu2lic with the hope that others may a1oid them.

%I HA,E MADE A MILLION DOLLLARS BUT I HA,ENCT GOT A CENT%

While it is em2arrassing, yes, humiliating, pu2licly to confess to an outstanding fault that has made a good deal of a mess of my life today, ne1ertheless ! ha1e decided to ma4e this confession for the good it may do. ! am going to ma4e a clean 2reast of how ! let slip through my fingers all the money ! ha1e earned thus far in my life:time, which approBimates one million dollars. This amount ! made through my wor4 in the field of ad1ertising, eBcept a few thousand dollars ! earned up to twenty:fi1e years of age 2y teaching in country schools and 2y writing news letters to some country wee4lies and daily newspapers. -ay2e one lone million does not seem a lot of money in these days of many millions and e1en 2illions? 2ut it is a 2ig sum of money, Eust the same. !f there are any who thin4 to the contrary, let them count a million. ! tried to figure out the other night how long it would ta4e to do so. ! found ! could count an a1erage of one hundred a minute. On this 2asis it would ta4e me twenty days of eight hours each, plus siB hours and forty minutes on the twenty:first day to do the stunt. ! dou2t 1ery much if you or ! were gi1en an assignment to count one million one:dollar 2ills, upon the promise that all of them would 2e ours at the end of that time, that we could complete it. !t would pro2a2ly dri1e us mad : and a lot of use the money would 2e to us then, wouldn6t itL F$N$F

et me say at the outset of my story that ! do not regret, not for one minute, that ! spent ninety per cent of the money ! made. To wish any of this ninety6 per cent 2ac4 at this time would ma4e me feel that ! would ha1e denied much happiness to my family and to many others. -y only regret is that ! spent all of my money, and more 2esides. !f ! had today the ten per cent ! could ha1e sa1ed easily, ! would ha1e one hundred thousand dollars safely in1ested, and no de2ts. !f ! had this money ! would feel really and truly that ! was rich? and ! mean Eust this, for ! ha1e ne1er had a desire to accumulate money for money6s sa4e. Those school:teaching and newspaper:correspondence days of mine 2rought some cares and responsi2ilities, 2ut they were met optimistically. ! married at the age of twenty:one, with the full appro1al of parents on 2oth sides, who 2elie1ed thoroughly in the doctrine preached 2y Henry Ward Beecher, that Pearly marriages are 1irtuous marriages.P 3ust one month and one day after ! was married my father met a tragic death. He was suffocated 2y coal gas. Ha1ing 2een an educator all his life : and one of the 2est : he had not accumulated any money. When he passed out of our family circle it was up to all of us to pull together and get along somehow, which we did. *part from the 1oid left in our home 2y my father6s death 8my wife and ! and my mother and only sister li1ed together9, we had a Eoyful life, despite the fact that it was a tight sMuee;e to ma4e ends meet. -y mother, who was eBceptionally talented and resourceful 8she had taught school with my father until ! was 2orn9, decided to open our home to a married couple, old friends of the family. They came to li1e with us and their 2oard helped to pay eBpenses. -y mother was 4nown far and wide for the wonderful meals she ser1ed. ater on, two well:to:do women friends of the family were ta4en into our home? thus increasing our re1enue. -y sister helped 1ery su2stantially 2y teaching a 4indergarten class, which met in the 2ig li1ing: room of our home? my wife contri2uted her share to the household 2y ta4ing charge of the sewing and mending. Those were 1ery happy days. +o2ody in the household was eBtra1agant or had any eBtra1agant tendencies eBcept perhaps myself, for ! was always inclined to 2e free with money. ! li4ed to ma4e gifts to the family and to entertain friends. When the first 2a2y came into our home : a 2oy : we all thought hea1en had opened its doors to us. -y wife6s parents,who too4 the 4eenest and deepest interest in our affairs, and who were always ready to lend a helping hand, were eMually happy o1er the coming of their first grandchild. -y 2rother:in:law, much older than my wife, and a 2achelor, could not understand at first the Eoy we all felt? 2ut e1en he 2egan to strut around li4e a proud peacoc4 after a while. What a difference a 2a2y ma4es in a home< ! am inEecting these details into my story merely to emphasi;e how the early days of my life were li1ed. ! had no opportunity to spend much money, and yet ! had as much happiness in those days as ! ha1e e1er had since. The strange thing a2out it all is that the eBperience of those days did not teach me the 1alue of money. !f any2ody e1er had a practical lesson to guide him in his future, ! certainly had it. But let me tell you how this early eBperience affected me. The 2irth of my son inspired me to do something that would ma4e more money than ! was getting at teaching school and in writing for newspapers. ! did not want my wife, mother and sister to feel that they would ha1e to continue indefinitely to do their part in sustaining the household. Why should a fellow, 2ig and strong and healthy as ! ha1e always 2een, and with a reasona2le amount of a2ility, 2e content to remain a spo4e in the wheelL Why shouldn6t ! 2e the whole wheel, as far as pro1iding for the family was concernedL F$N&F

TH!+> well 2efore you spea4 2ecause your words may plant the seed of either success or failure in the mind of some other person.

F$NCF

Following my desire to ma4e more money, ! too4 on the selling of 2oo4s in addition to teaching and writing for newspapers. This earned for me Muite a little eBtra money. Finally, ! ga1e up teaching and concentrated on selling 2oo4s, and writing for newspapers. -y 2oo4:selling too4 me to Bridgeton, +ew 3ersey. !t was here that ! got my first real start in ma4ing money. ! had to 2e away from home a great deal to do this wor4, 2ut the sacrifice was worth while. ! earned enough money in a few wee4s to send more money home than ! had contri2uted to the household in any year from my school:teaching and newspaper correspondence. *fter com2ing the territory in the Bridgeton ;one, ! 2ecame interested in a newspaper in that city, the -orning Star. !t seemed to me that the editor and pu2lisher of this paper needed a helper ! called on him and told him so. He said, PHea1ens young man, how can ! hire youL ! am not earning enough money to pay for my own li1ing<P PThat6s Eust it,P said !. P! 2elie1e together we can ma4e the Star a success. !6ll tell you what !6ll doO !6ll wor4 for you for one wee4 for one dollar a day. *t the end of the wee4, if ! ha1e made good, !6ll eBpect you to pay me three dollars a day for the second wee4? and then, if ! continue to do well, !6ll eBpect you to pay me siB dollars a day for the third wee4 and will continue from then on until the paper ma4es enough money to pay me fifty dollars a wee4.P The owner agreed to my proposition. *t the end of two months, ! was 2eing paid fifty dollars a wee4 which in those days was considered a 2ig salary. ! 2egan to feel that ! was well on my way toward ma4ing money :2ut all ! wanted it for was to ma4e my family more comforta2le. Fifty dollars a wee4 was Eust four times as much as ! had made teaching school. -y Eo2 on the Star em2raced editorial writing 8not 1ery 2rilliant9, reporting 8Eust ordinary9, the writing and selling of ad1ertisements 8fairly successful9, proof reading, 2ill collecting, and so forth. !t 4ept me humping siB days a wee4? 2ut ! could stand it, for ! was strong and healthy, and, 2esides, the wor4 was 1ery interesting. ! also contri2uted correspondence to the +ew (or4 Sun, Philadelphia )ecord, and the Trenton 8+. 3.9 Times, which 2rought me in an a1erage of one hundred and fifty dollars a month, for this was a good news territory. ! learned a lesson on the Star which e1entually shaped the course of my life. ! found out that there is a great deal more money to 2e earned 2y selling ad1ertising for newspapers than in writing for them. *d1ertising 2rings grist to the mill. ! put o1er one ad1ertising stunt on the Star : a write:up of the south 3ersey oyster industry, paid for 2y the oyster men : that 2rought in three thousand dollars cash, which the pu2lisher di1ided with me fifty: fifty. ! had ne1er seen so much money at one time in all my life. Thin4 of it< Fifteen hundred dollars : twenty:fi1e per cent more than ! had made in two years of school:teaching and odd tas4s. #id ! sa1e this money or any part of itL ! did not. What was the useL ! could do so much with it to ma4e my wife, 2oy, mother and sister happy that ! let it go far easier than ! had made it. But would it not ha1e 2een a fine thing if ! had put this money away for a rainy dayL -y wor4 in Bridegton attracted the attention of Sam Hudson, +ew 3ersey correspondent of the Philadelphia )ecord, who was a shining eBample of that type of newspaper men whose greatest pleasure in life is doing things for others. Sam told me that it was time for me to get located in a 2ig city. He thought ! had it in me to ma4e good. He said he would get me a Eo2 in Philadelphia. He did, and ! mo1ed with my wife and 2a2y to /ermantown. ! was gi1en charge of the ad1ertising department of the /ermantown 8Philadelphia9 /a;ette, a wee4ly newspaper. *t the start ! did not ma4e as much money as ! had earned in Bridegton, 2ecause ! had to gi1e up my newspaper correspondence. The news for this section was co1ered 2y other correspondents. But 1ery F$NGF

soon ! was ma4ing twenty:fi1e per cent more money. The /a;ette increased its si;e three times to accommodate its ad1ertising, and each time ! recei1ed a 1ery su2stantial increase in salary. !n addition to this, ! was gi1en a Eo2 to gather social news for the Sunday edition of the Philadelphia Press. Bradford -errill, managing editor of that newspaper, now a 1ery important +ew (or4 newspaper eBecuti1e, assigned me a 2ig territory to co1er. This 4ept me 2usy e1ery night in the wee4 eBcept Saturdays. ! was paid fi1e dollars a column? 2ut ! a1eraged se1en columns e1ery Sunday? which made me thirty:fi1e dollars a wee4 eBtra. !t was more money for me to spend, and ! spent it. ! did not 4now anything a2out 2udgeting my eBpenses. ! Eust let it go as it came. ! did not ha1e time, or thought ! hadn6t, to watch my step in spending. * year later ! was in1ited to Eoin the ad1ertising staff of the Philadelphia Press, a 2ig opportunity for a young man, for ! got wonderful training under the management of William . -c ean, now the owner of the Philadelphia "1ening Bulletin. ! still retained my Eo2 as gatherer of social news : so my income was Eust a2out the same as ! had 2een ma4ing in /ermantown. But 2efore long my wor4 attracted the attention of 3ames "l1erson, Sr., pu2lisher of the old Saturday +ight and /olden #ays, who had Eust purchased the Philadelphia !nMuirer. ! was offered and accepted the ad1ertising management of this newspaper. This meant a 2ig increase in my income. *nd soon afterward there came a happy increase in my family, the 2irth of a daughter. Then ! was a2le to do what ! had longed to do since the 2irth of my son. ! got the family together again under one roof: my wife and two 2a2ies, my mother and sister. *t last ! was a2le to relie1e my mother of any cares or responsi2ilities, and ne1er again did she ha1e either as long as she li1ed. She died in her eighty:first year, twenty:fi1e years after my father6s death. ! shall ne1er forget her last words to meO PWill, you ha1e ne1er caused me a moment6s worry since you were 2orn, and ! could not ha1e had more than you ha1e gi1en me had ! 2een the 7ueen of "ngland.P ! was ma4ing at this time four times more money than my father had made as superintendent of pu2lic schools in my home town of Phillips2urg, +ew 3ersey. *ll the money, howe1er, passed out of my poc4ets as easily as water flows through a sie1e. "Bpenses increased with e1ery increase in my income, which is the ha2it, ! suppose, with most people. There was no sane reason, though, for letting my eBpenses go 2eyond my income, which ! did. ! found myself piling up de2ts, and from this time on ! was ne1er out of de2t. ! did not worry a2out my de2ts, though, for ! thought ! could pay them off at any time. !t ne1er occurred to me : not until fully twenty:fi1e years later : that de2t e1entually would 2ring upon me not only great anBiety and unhappiness, 2ut that ! would lose friends and credit as well. But ! must pat myself on the 2ac4 for one thingO ! was gi1ing full rein to my 2ig fault T spending money as fast as ! made it, often faster? 2ut ! ne1er shir4ed my wor4. ! was always trying to find more things to do, and ! always found them. ! spent 1ery little time with my family. ! would go home to dinner e1ery night and romp with the 2a2ies until their 2edtime, then ! would return to the office and often wor4. So the years went 2y. *nother daughter arri1ed. Presently ! wanted my daughters to ha1e a pony and cart, and ! wanted my son to ha1e a riding horse. Then ! thought ! needed a team to ta4e me around with the family, dri1ing them to a closed coupe or an open trap. ! got them all. !nstead of one horse and a carry:all, or perhaps a team, which would ha1e 2een sufficient for our needs and something we could ha1e afforded, ! had to ha1e a sta2le, with all that goes with it. This outfit cost me nearly one fourth of my annual income. Then ! too4 up golf. This was in my forty:first year. ! went at my play the same as ! went at my wor4 : put my whole heart in it. ! learned to play pretty well. -y son and elder daughter played with me, and they learned to play well, too. !t was necessary that my younger daughter should spend the winter in the South and summers in the *dirondac4s? 2ut instead of her mother going with her alone, ! felt it would 2e fine if the son and F$NHF

! *- than4ful that ! was 2orn poor : that ! did not come into this world 2urdened 2y the whims of wealthy parents, with a 2ag of gold around my nec4.

F$NKF

other daughter went along with them. This arrangement was carried out. They went to Pine hurst, +orth .arolina, e1ery winter and to eBpensi1e resorts in the *dirondac4s or in +ew Hampshire in the summer. *ll this too4 a great deal of money. -y son and elder daughter were 4een a2out golf and spent a lot of money on it. ! also dis2ursed Muite a little on golf courses around +ew (or4. Between the three of us we won '@ pri;es, most of which are now in storage. ! sat down one day and calculated what these pri;es had cost me. ! disco1ered that each trophy had cost Q&H@.@@ or a total of QGH,@@@.@@ o1er a period of fifteen years, an a1erage of QC,@@@.@@ a year. )idiculous, wasn6t itL ! entertained la1ishly at my home. -ontclair fol4s6 thought ! was a millionaire. ! freMuently in1ited groups of 2usiness men to ha1e a day of golf at the clu2, and then to ha1e dinner with me in the e1e. They would ha1e 2een satisfied with a plain home6 dinner, 2ut, no, ! must ser1e them an ela2orate affair staged 2y a famous caterer. These dinners ne1er cost less than ten dollars a plate, which did not include to money spent for music while they were dining. ! had a negro Muartet come to the house. Our dining:room comforta2ly seated twenty people, and it was filled to capacity many times. !t was all 1ery lo1ely, and ! was glad to 2e their host. !n fact, ! was 1ery happy o1er it. ! ne1er stopped to thin4 how rapidly ! was piling up de2ts. The day came when they 2egan to 2other me a lot. ! had entertained so many guests at the golf clu2 one month, paying for luncheons, cigars, and greens fees, that my 2ill was four hundred and fifty dollars. This attracted the attention of the directors of the clu2, who were all good friends of mine and 1ery much interested in my welfare. They made it their 2usiness to tell me that ! was spending entirely too much money, and they wished for my sa4e that ! could chec4 my eBpenses. This ga1e me a 2it of a Eolt. !t made me thin4 seriously long enough to get rid of my horses and traps :at a 2ig sacrifice, of course. ! ga1e up our home and mo1ed 2ac4 to the city? 2ut ! did not lea1e any unpaid 2ills in -ontclair. ! 2orrowed the money to pay them. !t was always easy for me to get all the money ! wanted, despite my well 4nown financial short:comings. Here are two sidelights on my eBperience during my Pflaring forties.P Besides spending money foolishly and perhaps rec4lessly, ! loaned it with eMual a2andon. !n cleaning out my des4 at home 2efore mo1ing to the city ! loo4ed o1er a pac4age of due 2ills, the total of which was o1er forty thousand dollars. That was money handed out to Eust any2ody who came along. ! tore them all up? 2ut ! reali;ed that if ! had that money in hand ! wouldn6t owe a dollar. One of the prosperous 2usiness men ! had entertained many times and who in turn had entertained me, said to meO PBilly, !61e got to stop going on outings with you. (ou spend entirely too much money for me. ! can6t 4eep up with you.P Thin4 of that coming from a man who was ma4ingY more money than ! was< !t should ha1e struc4 home, 2ut it didn6t. ! went on spending Eust the same, and foolishly thin4ing that ! was ha1ing a good time, and with no thought of the future. This man is now one of the 1ice presidents of one of +ew (or46s greatest financial institutions, and is reported to 2e worth many millions of dollars. ! should ha1e ta4en his ad1ice. !n the fall of $%@', after my disastrous eBperience of siB months in another line of 2usiness following my resignation from the Hearst organi;ation, ! resumeO newspaper wor4 as ad1ertising manager of the +ew (or4 "1ening -ail. ! had 4nown Henry . Stoddard, editor and owner, 2ac4 in the Philadelphia days, when he was political correspondent for the Press. #espite the fact that ! was 2othered 2y de2ts, ! did the 2est wor4 of my life on the "1ening -ail, and made more money during the fi1e years ! was associated with it than ! had e1er made 2efore. -oreo1er, -r. Stoddard ga1e me the pri1ilege of syndicating ad1ertising tal4s, which ran in his paper for one thousand consecuti1e pu2lication days, and earned for me more than fifty:fi1e thousand dollars. -r. Stoddard was 1ery generous in many other ways, and freMuently paid me special sums of money for doing what he considered unusual things in the way of de1eloping 2usiness. #uring this F$NNF

period, ! was so deeply in de2t that, in order to 4eep things mo1ing as smoothly as possi2le, 2ut without retrenching in the slightest way in my eBpenses, ! 2orrowed money from Peter to pay Paul and from Paul to pay Peter. That item of fifty:fi1e thousand dollars earned from syndicating ad1ertising tal4s would ha1e more than paid all my de2ts and left a nice nest egg 2esides. But all of it was spent as easily as though ! hadn6t a care in the world. !n $%$H ! went on my own in the ad1ertising 2usiness. From that time until the spring of $%&& my fees ran into 1ery 2ig figures. ! was still ma4ing more money than ! e1er did, and was spending it Eust as fast as ! made it, until finally my friends got tired of ma4ing me loans. !f ! had shown the slightest inclination to cur2 my eBpenses to the eBtent of only ten percent, these wonderful men would ha1e 2een willing to di1ide fifty:fifty with me, letting me pay them fi1e per cent of it and sa1ing fi1e per cent. They did not care so much a2out the return of the money they had loaned me, as that they wanted to see me pull myself together. The crash in my affairs came fi1e years ago. Two friends who had stood 2y me loyally 2ecame impatient, and told me fran4ly that ! needed a drastic lesson. They ga1e it to me all right. ! was forced into 2an4ruptcy, which nearly 2ro4e my heart. ! felt that e1ery person ! 4new was pointing the finger of scorn at me. This was 1ery foolish. While there was comment, it was not at all unfriendly. !t was eBpressi1e of 4een regret that a man who had attained so much prestige in his profession, and had earned so much money, should ha1e allowed himself to get into financial difficulties. Proud and sensiti1e to the core ! felt the disgrace of 2an4ruptcy so 4eenly that ! decided to go to Florida, where ! had once done a special piece of wor4 for a client. !t seemed to me to 2e the coming "l #orado. ! figured that may2e ! could ma4e sufficient money in a few years so that ! could return to +ew (or4, not only with a competency 2ut with enough to pay all my de2ts in full. For a time it loo4ed as though ! would reali;e this am2ition? 2ut ! was caught in the 2ig real estate collapse. So here ! am 2ac4 in the old town where ! once had 2ig earning power and hundreds of friends and well:wishers. !t has 2een a strange eBperience. One thing is certainO ! ha1e learned my lesson at last. ! feel sure that opportunities will come my way to redeem myself, and that my earning power will 2e restored to me. *nd when that time comes ! 4now that ! shall 2e a2le to li1e as well as ! e1er did, on forty per cent of my income. Then ! shall di1ide the remaining siBty per cent into two parts, setting aside thirty per cent to pay my creditors and thirty per cent for insurance and sa1ings. !f ! allowed myself to feel depressed o1er my past, or filled my mind with worries, ! would not 2e capa2le of carrying on the fight to redeem myself. Besides, ! would 2e ungrateful to my -a4er for ha1ing endowed me with wonderful health all my life. !s there any greater 2lessingL ! would 2e ungrateful to the memory of my parents,whose splendid training has 4ept me anchored pretty safely to moral standards. Slipping from moral moorings is infinitely more serious, in the end, than slipping from the thrift standard. ! would lac4 appreciation of the encouragement and support ! ha1e had in generous measure from hundreds of 2usiness men and to many good friends who helped me 2uild a fine reputation in my profession. These memories are the sunshine of my life. *nd ! shall use them to pa1e the way to my future achie1ement. With a2undance of health, unfaltering faith, unflagging energy, unceasing optimism, and un2ounded confidence that a man can win his fight, e1en though he commences late in life to reali;e the 4ind of fight he must ma4e:is there anything 2ut death to stop himLZ
Z)eprinted 2y courtesy of The *merican -aga;ine. .opyright, The .rowell Pu2lishing .ompany, $%&N.

F$N'F

FO)TU+*T" is the person who has learned that the most certain way to PgetP is to first Pgi1eP through some sort of useful ser1ice.

F$N%F

SSSSSSSS
-r. Freeman6s story is the same as that which might 2e told 2y thousands of other men who sa1e nothing, with the eBception that the amounts of their incomes would 1ary. The manner of li1ing, the way the money was spent, and why, as told in -r. Freeman6s narrati1e, show the way the spender6s mind wor4s.

SSSSSSSS
.ompilation of statistics co1ering family incomes and eBpenditures of o1er $K,@@@ families of men who ha1e 2een analy;ed 2y the author disclosed some facts that will 2e of help to the person who wishes to 2udget his income and dis2ursements on a practical wor4ing 2asis that is sound and economical. The a1erage income runs all the way from Q$@@.@@ to QC@@.@@ per month. The 2udget allowance co1ering incomes within these two amounts should 2e a2out as followsO * family consisting of two persons, whose income is Q$@@.@@ a month, should manage to set aside at least Q$@ or Q$& a month for the sa1ings account. The cost of shelter, or rent, should not eBceed Q&H or QC@ a month. Food costs should a1erage a2out Q&H to QC@. .lothing should 2e 4ept within an eBpenditure of Q$H to Q&@ a month. )ecreation and incidentals should 2e 4ept down to a2out Q' to Q$@ a month. * family whose income is Q$@@.@@ a month, should that income 2e increased to Q$&H.@@, ought to sa1e at least Q&@ of the amount. * family of two persons, whose income is Q$H@.@@ a month, should 2udget their funds a2out as followsO Sa1ings Q&H. Shelter or rent QCH to QG@. Food QCH to QG@. .lothes, Q&@ to QC@. )ecreation Q$@ to Q$H. On a salary of Q&@@ a month the 2udget should 2eO Sa1ings QH@. Shelter or rent QG@ to QH@. Food QCH to QGH. .lothes QC@ to QCH. )ecreation Q$H to Q&@. * family of two, on a salary or income of QC@@.@@ a month, should apportion the income a2out thusO Sa1ings QHH to QKH. Shelter or rent QGH to QK@. Food QGH to QK@. .lothes QCH to QGH. )ecreation and education QH@ to QNH. Some might argue that a family of two, ma4ing a salary of QC@@.@@ a month, might li1e Eust as cheaply as one ma4ing 2ut Q$@@ or Q$&H. Howe1er, this is not Muite correct, 2ecause one who has the a2ility to earn QC@@.@@ a month must as a rule associate with people who ma4e 2etter appearances and more entertainment necessary. * single man, earning Q$@@.@@, Q$H@.@@ or QC@@.@@ a month, should sa1e considera2ly more than a man with a family could sa1e on the same amounts. *s a rule, a single man, who has no dependents, and who is not in de2t, should li1e on a 2udget of QH@ a month for room and food, and not to eBceed QC@ a month for clothes and perhaps Q$@ for recreation. These amounts might 2e slightly increased 2y one who earned from Q$H@.@@ to QC@@.@@ a month. * 2oy who li1es away from home, and whose wee4ly income is only Q&@.@@ should sa1e QH of the amount. The remainder should co1er cost of food, room and clothes. * girl, li1ing away from home, on the same income, would reMuire a slightly larger allowance for clothes, as women6s wearing apparel is more costly than men6s, and it is generally imperati1e that women watch, more closely than men, their personal appearance. * family of three will 2e a2le to sa1e considera2ly less than the amounts which can 2e sa1ed 2y a family of two. With rare eBceptions, howe1er, such as cases where the family is in1ol1ed in de2t which must 2e a2sor2ed out of the monthly income, any family can sa1e at least fi1e per cent of the gross F$'@F

income. !t is a common practice today for families to purchase automo2iles on monthly payments which in1ol1e too great an eBpenditure compared to their income. * man with a Ford income has no 2usiness purchasing a Stude2a4er car. He should cur2 his desires and content himself with a Ford. -any single men spend their entire incomes, and often go into de2t 2esides, 2ecause they maintain automo2iles out of 4eeping with their incomes. This common practice is fatal to success as far as financial independence may 2e considered a part of success, in thousands of instances. The installment plan of 2uying has 2ecome so common, and it is so easy to purchase practically anything one desires, that the tendency to spend out of proportion to one6s income is rapidly increasing. This tendency must 2e cur2ed 2y the person who has made up his mind to gain financial independence. !t can 2e done 2y anyone who is willing to try. *nother e1il, which is 2oth an e1il and a 2lessing, is the fact that this country is so 1ery prosperous that money comes easily, and if not watched it goes still more easily. Since the 2eginning of the World War there has 2een a steady demand for practically e1erything manufactured in the United States, and this condition of prosperity has caused people to lapse into a state of careless, unEustified spending. There is no 1irtue in P4eeping up with the pace set 2y neigh2orsP when this means sacrifice of the ha2it of sa1ing a regular part of one6s income. !t is far 2etter, in the long run, to 2e considered a 2it 2ehind the times than it is to go along through youth, into the days of maturity, and finally into old age, without ha1ing formed the ha2it of systematic sa1ing. !t is 2etter to sacrifice during the age of youthfulness, than it is to 2e compelled to do so during the age of maturity, as all who ha1e not de1eloped the ha2it of sa1ing generally ha1e to do. There is nothing Muite so humiliating, that carries such great agony and suffering, as po1erty in old age, when personal ser1ices are no longer mar4eta2le, and one mutt turn to relati1es or to charita2le institutions for eBistence. * 2udget system should 2e maintained 2y e1ery person, 2oth the married and the single, 2ut no 2udget system will wor4 out if the person trying to 4eep it lac4s the courage to cut eBpenses on such items as those of entertainment and recreation. !f you feel so wea4 in will:power that you thin4 it necessary to P4eep up with the SmithsP with whom you associate socially, and whose income is greater than your own, or who spend all of their income foolishly, then no 2udget system can 2e of ser1ice to you. Forming the sa1ings ha2it means that, to some eBtent at least, you must seclude yourself from all eBcept a well selected group of friends who enEoy you without ela2orate entertaining on your part. To admit that you lac4 the courage to trim down your eBpenditures so that you can sa1e money, e1en if only a small amount, is the eMui1alent of admitting at the same time a lac4 of the sort of character which leads to success. !t has 2een pro1ed times too numerous to 2e mentioned, that people who ha1e formed the ha2it of sa1ing money are always gi1en preference in positions of responsi2ility? therefore, the sa1ing of money not only adds ad1antages in the nature of preferred employment and a larger 2an4 account, 2ut it also increases the actual earning capacity. *ny 2usiness man will prefer to employ a person who sa1es money regularly, not 2ecause of the mere fact that such person sa1es money, 2ut 2ecause of the characteristics possessed 2y such a person which ma4e him or her more efficient. -any firms will not employ a man or a woman who does not sa1e money. !t should 2e a common practice for all 2usiness houses to reMuire all employees to sa1e money. This would 2e a 2lessing to thousands of people who would not otherwise ha1e the will:power to form the sa1ings ha2it. Henry Ford has gone a 1ery long way, perhaps as far as is eBpedient, to induce his employees not only to sa1e their money, 2ut to spend what they do spend wisely, and to li1e sanely and economically. F$'$F

! *- than4ful for the ad1ersities which ha1e crossed my pathway, for they ha1e taught me tolerance, sympathy, self:control, perse1erance and some other 1irtues ! might ne1er ha1e 4nown.

F$'&F

The man who induces his employees to form the ha2it of sa1ing is a practical philanthropist.

OPPORTUNITIES THAT COME TO THOSE WHO HA,E SA,ED MONEY

* few years ago a young man came to Philadelphia, from the farming district of Pennsyl1ania, and went to wor4 in a printing plant. One of his fellow wor4men owned some shares in a Building and oan .ompany, and had formed the ha2it of sa1ing QH.@@ a wee4, through this *ssociation. This young man was influenced 2y his associate to open an account with the Building and oan .ompany. *t the end of three years he had sa1ed Q%@@.@@. The printing plant for which he wor4ed got into financial difficulty and was a2out to fail. He came to the rescue with his Q%@@.@@ which he had sa1ed in small amounts, and in return was gi1en a half interest in the 2usiness. By inaugurating a system of close economy he helped the 2usiness to pay off its inde2tedness, and today he is drawing out of it, as his half of the profits, a little 2etter than Q&H,@@@.@@ a year. This opportunity ne1er would ha1e come, or, if it had, he would not ha1e 2een prepared to em2race it, had he not formed the ha2it of sa1ing money. When the Ford automo2ile was perfected, during the early days of its eBistence, Henry Ford needed capital to promote the manufacture and sale of his product. He turned to a few friends who had sa1ed up a few thousand dollars, one of whom was Senator .ou;ens. These friends came to his rescue, put in a few thousand dollars with him, and later drew out millions of dollars in profits. When Woolworth first started his Fi1e and Ten .ent Store Plan he had no capital, 2ut he turned to a few friends who had sa1ed, 2y the closest sort of economy and great sacrifice, a few thousand dollars. These friends sta4ed him and later they were paid 2ac4 hundreds of thousands of dollars in profits. ,an Heusen 8of soft:collar fame9 concei1ed the idea of producing a semi:soft collar for men. His idea was sound, 2ut he had not a cent to promote it. He turned to a few friends who had only a few hundred dollars, who ga1e him a start, and the collar made each of them wealthy. The men who started the "l Producto .igar 2usiness had 2ut little capital, and what they did ha1e was money they had sa1ed from their small earnings as cigar ma4ers. They had a good idea, and 4new how to ma4e a good cigar, 2ut the idea would ha1e died Pa:2orn in6 P had they not sa1ed a little money. With their meager sa1ings they launched the cigar, and a few and a few years later they sold out their 2usiness to the *merican To2acco .ompany for Q',@@@,@@@.@@. Bac4 of practically e1ery great fortune one may find, as its 2eginning, a well de1eloped ha2it of sa1ing money. 3ohn #. )oc4efeller was an ordinary 2oo44eeper. He concei1ed the idea of de1eloping the oil 2usiness, which was then not e1en considered a 2usiness. He needed capital, and 2ecause he had de1eloped the ha2it of sa1ing, and had there2y pro1ed that he could conser1e the funds of other people, he had no difficulty in 2orrowing what money he needed. !t may 2e truthfully stated that the real 2asis of the )oc4efeller fortune is the ha2it of sa1ing money which -r. )oc4efeller de1eloped, while wor4ing as a 2oo44eeper at a salary of QG@.@@ a month. 3ames 3. Hill was a poor young man, wor4ing as a telegrapher, at a salary of QC@.@@ a month. He concei1ed the idea of the /reat +orthern )ailway System, 2ut his idea was out of proportion to his a2ility to finance. Howe1er, he had formed the ha2it of sa1ing money, and on the meager salary of QC@.@@ a month had sa1ed enough to ena2le him to pay his eBpenses on a trip to .hicago, where he interested capitalists in financing his plan. The fact that he, himself, had sa1ed money on a small salary was considered good e1idence that he would 2e a safe man to trust with other people6s money. F$'CF

-ost 2usiness men will not trust another man with their money unless he has demonstrated his a2ility to ta4e care of his own and use it wisely. The test, while it is often em2arrassing to those who ha1e not formed the Ha2it of Sa1ing, is a 1ery practical one. * young man who wor4ed in a printing plant in the city of .hicago wanted to open a small print shop and go into 2usiness for himself. He went to a printing supply house manager and made 4nown his wants, saying he desired credit for a printing press and some type and other small eMuipment. The first Muestion as4ed 2y the manager was PHa1e you sa1ed any money of your ownLP He had< Out of his salary of QC@.@@ a wee4 he had sa1ed Q$H.@@ a wee4 regularly for nearly four years. He got the credit he wanted. ater on he got more credit, until today he has 2uilt up one of the most successful printing plants in the city of .hicago. His name is /eorge B. Williams, and he is well 4nown, as are also the facts here stated, to the author of this course. -any years after this incident, the author of this course 2ecame acMuainted with -r. Williams, and at the end of the war, in $%$', the author went to -r. Williams and as4ed for credit amounting to many thousands of dollars, for the purpose of pu2lishing the /olden )ule -aga;ine. The first Muestion as4ed wasO PHa1e you formed the ha2it of sa1ing money.P #espite the fact that all the money ! had sa1ed was lost in the war, the mere fact that ! had actually formed the sa1ings ha2it was the real 2asis on which ! got credit for upward of QC@,@@@.@@. There are opportunities on e1ery corner, 2ut they eBist only for those who ha1e ready money, or who can command money 2ecause they ha1e formed the Ha2it of Sa1ing, and de1eloped the other characteristics which go with the formation of the sa1ings ha2it 4nown 2y the general term of Pcharacter.P The late 3. P. -organ once said he would rather loan a million dollars to a man of sound character, who had formed the ha2it of sa1ing money, than he would a thousand dollars to a man without character, who was a spendthrift. /enerally spea4ing, this is the attitude which the world ta4es toward all men who sa1e money. !t often happens that a small sa1ings account of no more than two or three hundred dollars is sufficient to start one on the highway to financial independence. * few years ago a young in1entor in1ented a household article which was uniMue and practical. He was handicapped, as in1entors so often are, 2ecause he did not ha1e the money to mar4et his in1ention. -oreo1er, not ha1ing formed the sa1ings ha2it he found it impossi2le to 2orrow money through 2an4ing sources. His room:mate was a young machinist who had sa1ed Q&@@.@@. He came to the in1entor6s aid with this small sum of money, and had enough of the articles manufactured to gi1e them a start. They went out and sold, from house to house, the first supply, then came 2ac4 and had another supply made up, and so on, until they had accumulated 8than4s to the thrift and sa1ings a2ility of the room:mate9 a capital of Q$,@@@.@@. With this, plus some credit they secured, they 2ought the tools for manufacturing their own product. The young machinist sold his half interest in the 2usiness, siB years later, for Q&H@,@@@.@@. He ne1er would ha1e handled this much money, during his entire life, had he not formed the ha2it of sa1ing, which ena2led him to come to the rescue of his in1entor friend. This case might 2e multiplied a thousand times, with 2ut slight 1ariation as to details, as it is fairly descripti1e of the 2eginning of many great fortunes that ha1e 2een made and are now in the ma4ing, in the United States. !t may seem li4e a sad, cruel fact, 2ut it is a F*.T none the less, that if you ha1e no money, and ha1e not de1eloped the ha2it of sa1ing, you are Pout of luc4P as far as a1ailing yourself of the opportunity to ma4e money is concerned. !t can do no harm to repeat:in fact it should 2e repeated o1er and o1er again:that the real start of nearly all fortunes, whether great or small, is the formation of the ha2it of sa1ing money< F$'GF

O," and 3ustice are the real ar2iters of all disputes. /i1e them a chance and you will no longer want to defeat a 2rother soEourner 2y the wayside of life.

F$'HF

/et this 2asic principle firmly founded in your mind and you will 2e well on the road toward financial independence. !t is a sad sight to see a man, well along in years, who has sentenced himself to the wearisome treadmill of hard la2or all the days of his life 2ecause he has neglected forming the ha2it of sa1ing money, yet there are millions of such men li1ing, in the United States alone, today. The greatest thing in life is F)""#O-< There can 2e no real freedom without a reasona2le degree of financial independence. !t is a terri2le thing to 2e compelled to 2e at a certain place, at a certain tas4 8perhaps a tas4 which one does not li4e9 for a certain num2er of hours e1ery wor4ing day of the wee4, for a whole life:time. !n some ways this is the same as 2eing in prison, since one6s choice of action is always limited. !t is really no 2etter than 2eing in prison with the pri1ilege of a Ptrusty,P and in some ways it is e1en worse 2ecause the man who is imprisoned has escaped the responsi2ility of pro1iding a place to sleep, something to eat and clothes to wear. The only hope of escape from this life:long toil which curtails freedom is to form the ha2it of sa1ing money, and then li1e up to that ha2it, no matter how much sacrifice it may reMuire. There is no other way out for millions of people, and unless you are one of the rare eBceptions this lesson and all these statements of fact are meant for (OU, and apply to you< +either a 2orrower, nor a lender 2eO For loan oft loses 2oth itself and friend, *nd 2orrowing dulls the edge of hus2andry. This a2o1e allO to thine own self 2e true, *nd it must follow, as the night the day, Thou canst not then 2e false to any man. :SH*>"SP"*)"

F$'KF

",")(TH!+/ P*SS"S *T P*), T"-PO)*)! (? T)UTH * O+" )"-*!+S P")-*+"+T (.

F$'NF

THE LAW OF SUCCESS

In Sixteen Lessons

Napoleon Hill

Teaching, for the First Time in the History of the World, the True Philosophy upon which all Personal Success is Built.

Originally PUB !SH"# in $%&' B( The )* STO+ U+!,")S!T( P)"SS -")!#"+, .O++.

.OP()!/HT, $%&', B( +*PO "O+ H! 000000 *ll )ights )eser1ed

Pu2lished By 3ames ). Henry *ctor, Filmma4er, 5 Business Owner

Printed in the US*

esson Fi1e !+!T!*T!," *+# "*#")SH!P

F$%@F

WH"+ you do not 4now what to do or which way to turn, smile. This will relaB your mind and let the sunshine of happiness into your soul.

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THE LAW OF SUCCESS Lesson Fi'e INITIATI,E AND LEADERSHIP

"You Can Do t if You !elie"e You Can#$ B"FO)" you proceed to the mastery of this lesson your attention is directed to the fact that there is perfect co:ordination of thought running throughout this course. (ou will o2ser1e that the entire siBteen lessons harmoni;e and 2lend with each other so that they constitute a perfect chain that has 2een 2uilt, lin4 2y lin4, out of the factors that enter into the de1elopment of power through or a%i,ed effort# (ou will o2ser1e, also, that the same fundamental principles of *pplied Psychology form the foundation of each of these siBteen lessons, although different application is made of these principles in each of the lessons. This lesson, on !nitiati1e and eadership, follows the lesson on Self:confidence for the reason that no one could 2ecome an efficient leader or ta4e the initiati1e in any great underta4ing without 2elief in himself. I%itiative a%d Leadership are associated terms in this lesson for the reason that Leadership is essential for the attainment of S&ccess, and I%itiative is the 1ery foundation upon which this necessary Muality of Leadership is 2uilt. I%itiative is as essential to success as a hu2 is essential to a wagon wheel. *nd what is I%itiative+ !t is that eBceedingly rare Muality that prompts :nay, impels : a person to do that which ought to 2e done (itho&t bei% told to do it# "l2ert Hu22ard eBpressed himself on the su2Eect of !nitiati1e in the wordsO PThe world 2estows its 2ig pri;es, 2oth in money and honors, for one thing, and that is I%itiative# PWhat is initiati1eL !6ll tell youO !t is doing the right thing without 2eing told. PBut neBt to doing the right thing without 2eing told is to do it when you are told once. That is say, Y.arry the message to /arcia.6 Those who can carry a message get high honors, 2ut their pay is not always in proportion. P+eBt, there are those who do the right thing when necessity 4ic4s them from 2ehind, and these 6get indifference instead of honors, and a pittance for pay. PThis 4ind spend most of the time polishing a 2ench with a hard luc4 story. PThen, still lower down in the scale than this we ha1e the fellow who will not do the right thing e1en when someone goes along to show him how and stays to see that he does it? he is always out of a Eo2, a recei1es the contempt he deser1es, unless he has a rich pa, in which case destiny patiently waits around the corner with stuffed clu2. PTo which class do yo& 2elongLP !nasmuch as you will 2e eBpected to ta4e in1entory of yourself and determine which of the fifteen factors of this course you need most, after you ha1e completed the siBteenth lesson, it may 2e well if you 2egin to get ready for this analysis 2y answering the Muestion that "l2ert Hu22ard has as4ed To (hich class do yo& belo% + One of the peculiarities of Leadership is the fact that it is ne1er found in those who ha1e not acMuired the habit of ta4ing the initiati1e. Leadership is something that you must in1ite yourself into? it will ne1er thrust itself upon you. !f you will carefully analy;e all leaders whom you 4now you will see F$%&F

that they not only eBercised I%itiative, 2ut they went a2out their wor4 with a defi%ite p&rpose in mind. (ou will also see that they possessed that Muality descri2ed in the third lesson of this course, Selfco%fide%ce# These facts are mentioned in this lesson for the reason that it will profit you to o2ser1e that successful people ma4e use of all the factors co1ered 2y the siBteen lessons of the course? and, for the more important reason that it will profit you to understand thoroughly the principle of or a%i,ed effort which this )eading .ourse is intended to esta2lish in your mind. This seems an appropriate place to state that this course is not intended as a short-c&t to success, nor is it intended as a mechanical formula that you may use in noteworthy achie1ement without effort on your part. The real 1alue of the course lies in the &se that you will ma4e of it, and not in the course itself. The chief purpose of the course is to help you de1elop in yourself the fifteen Mualities co1ered 2y the siBteen lessons of the course, and one of the most important of these Mualities is I%itiative, the su2Eect of this lesson. We will now proceed to apply the principle upon which this lesson is founded 2y descri2ing, in detail, Eust how it ser1ed successfully to complete a 2usiness transaction which most people would call difficult. !n $%$K ! needed Q&H,@@@.@@ with which to create an educational institution, 2ut ! had neither this sum nor sufficient collateral with which to 2orrow it through the usual 2an4ing sources. #id ! 2emoan my fate or thin4 of what ! might accomplish if some rich relati1e or /ood Samaritan would come to my rescue 2y loaning me the necessary capitalL ! did nothing of the sort< ! did Eust what you will 2e ad1ised, throughout this course, to do. First of all, ! made the securing of this capital my defi%ite chief ai"# Second, ! laid out a complete pla% through which to transform this aim into reality. Bac4ed 2y sufficient Self:confidence and spurred on 2y I%itiative, ! proceeded to put my plan into action. But, 2efore the PactionP stage of the plan had 2een reached, more than siB wee4s of constant, persistent study and effort and thought were em2odied in it. !f a plan is to 2e sound it must 2e 2uilt of carefully chosen material. (ou will here o2ser1e the application of the principle of or a%i,ed effort, through the operation of which it is possi2le for one to ally or associate se1eral interests in such a way that each of these i%terests is greatly strengthened and each supports all the others, Eust as one lin4 in a chain supports all the other lin4s. ! wanted this Q&H,@@@.@@ in capital for the purpose of creating a school of *d1ertising and Salesmanship. Two things were necessary for the organi;ation of such a school. One was the Q&H,@@@.@@ capital, which ! did not ha1e, and the other was the proper course of instruction, which ! did ha1e. -y pro2lem was to ally "yself with some group of men who needed that which ! had, and who would supply the Q&H,@@@.@@. This alliance had to 2e made through a plan that would 2enefit all concerned. *fter my plan had 2een completed, and ! was satisfied that it was eMuita2le and sound, ! laid it 2efore the owner of a well 4nown and reputa2le 2usiness college which Eust then was finding competition Muite 4een and was 2adly in need of a plan for meeting this competition. -y plan was presented in a2out these wordsO Whereas, you ha1e one of the most reputa2le 2usiness colleges in the city? and, Whereas, you need some plan with which to meet the stiff competition in your field? and, Whereas, your good reputation has pro1ided you with all the credit you need? and, Whereas, ! ha1e the plan that will help you meet this competition successfully. Be it resol1ed, that we ally oursel1es through a plan that will gi1e you that which you need and at the same time supply me with something which ! need. Then ! proceeded to unfold my plan, further, in these wordsO F$%CF

TH" space you occupy and the authority you eBercise may 2e measured with mathematical eBactness 2y the ser1ice you render.

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! ha1e written a 1ery practical course on *d1ertising and Salesmanship. Ha1ing 2uilt this course out of my actual eBperience in training and directing salesmen and my eBperience in planning and #irecting many successful ad1ertising campaigns, ! ha1e 2ac4 of it plenty of e1idence of its soundness. !f you will use your credit in helping mar4et this course ! will place it in your 2usiness college, as one of the regular departments of your curriculum and ta4e entire charge of this newly created department. +o other 2usiness college in the city will 2e a2le to meet your competition, for the reason that no other college has such a course as this. The ad1ertising that you do in mar4eting this course will ser1e, also, to stimulate the demand for your regular 2usiness course. (ou may charge the entire amount that you spend for this ad1ertising, to my department, and the ad1ertising 2ill will 2e paid out of that department, lea1ing you the accumulati1e ad1antage that will accrue to your other departments without cost to you. +ow, ! suppose you will want to 4now where ! profit 2y this transaction, and ! will tell you. ! want you to enter into a contract with me in which it will 2e agreed that when the cash receipts from my department eMual the amount that you ha1e paid out or contracted to pay out for ad1ertising, my department and my course in *d1ertising and Salesmanship 2ecome my own and ! may ha1e the pri1ilege of separating this department from your school and running it under my own name. The plan was agreea2le and the contract was closed. 8Please 4eep in mind that my defi%ite p&rpose was to secure the use of Q&H,@@@.@@ for which ! had no security to offer.9 !n a little less than a year the Business .ollege had paid out slightly more than Q&H,@@@.@@ for ad1ertising and mar4eting my course and the other eBpenses incidental to the operation of this newly organi;ed department, while the department had collected and, turned 2ac4 to the .ollege, in tuition fees, a sum eMualing the amount the .ollege had spent, and ! too4 the department o1er, as a going and self: sustaining 2usiness, according to the terms of my contract. *s a matter of fact this newly created department not only ser1ed to attract students for the other departments of the .ollege, 2ut at the same time the tuition fees collected through this new department were sufficient to place it on a self:sustaining 2asis 2efore the end of the first year. +ow you can see that while the .ollege did not6 loan me one penny of actual capital, it ne1ertheless supplied me with credit which ser1ed eBactly the same purpose. ! said that my plan was founded upon eMuity? that it contemplated a 2enefit to all parties concerned. The 2enefit accruing to me was the use of the Q&H,@@@.@@, which resulted in an esta2lished and self: sustaining 2usiness 2y the end of the first year. The 2enefit accruing to the college was the students secured cured for its regular commercial and 2usiness course as a result of the money spent in ad1ertising my department, all ad1ertising ha1ing 2een done under the name of the .ollege. Today that 2usiness college is one of the most successful schools of its 4ind, and it stands as a monument of sound e1idence with which to demonstrate the 1alue of allied effort# This incident has 2een related, not alone 2ecause it shows the 1alue of i%itiative and leadership, 2ut for the reason that it leads up to the su2Eect co1ered 2y the neBt lesson of this )eading .ourse on the aw of Success, which is imagination. There are generally many plans through the operation of which a desired o2Eect may 2e achie1ed, and it often happens to 2e true that the o21ious and usual methods employed are not the 2est. The usual method of procedure, in the case related, would ha1e 2een that of 2orrowing from a 2an4. (ou can see that this method was impractical, in this case, for the reason that no collateral was a1aila2le. * great philosopher once saidO $I%itiative is the pass-'ey that ope%s the door to opport&%ity#$ ! do not recall who this philosopher was, 2ut ! 4now that he was great 2ecause of the soundness of his statement. F$%HF

We will now proceed to outline the eBact procedure that you must follow if you are to 2ecome a person of i%itiative and leadership# First: (ou must master the ha2it of procrastination and eliminate it from your ma4e:up. This ha2it of putting off until tomorrow that which you should ha1e done last wee4 or last year or a score of years ago is gnawing at the 1ery 1itals of your 2eing, and you can accomplish nothing until you throw it off. The method through which you eliminate procrasti%atio% is 2ased upon a well 4nown and scientifically tested principle of psychology which has 2een referred to in the two preceding lessons of this course as *utosuggestion. .opy the following formula and place it conspicuously in your room where you will see it as you retire at night and as you arise in the morningO

INITIATI,E AND LEADERSHIP

Ha1ing chosen a defi%ite chief ai" as my life:wor4 ! now understand it to 2e my duty to transform this purpose into reality. Therefore, ! will form the ha2it of ta4ing some definite action each day that will carry me one step nearer the attainment of my defi%ite chief ai"# ! 4now that procrasti%atio% is a deadly enemy of all who would 2ecome leaders in any underta4ing, and ! will eliminate this ha2it from my ma4e:up 2yO =a> #oing some one definite thing each day, that ought to 2e done, without anyone telling me to do it. =b> oo4ing around until ! find at least one thing that ! can do each day, that ! ha1e not 2een in the ha2it of doing, and that will 2e of 1alue to others, without eBpectation of pay. =c> Telling at least one other person, each day, of the 1alue of practicing this ha2it of doing something that ought to 2e done without 2eing told to do it. ! can see that the muscles of the 2ody 2ecome strong in proportion to the eBtent to which they are used, therefore ! understand that the habit of i%itiative also 2ecomes fiBed in proportion to the eBtent that it is practiced. ! reali;e that the place to 2egin de1eloping the habit of i%itiative is in the small, commonplace things connected with my daily wor4, therefore ! will go at my wor4 each day as if ! were doing it solely for the purpose of de1eloping this necessary habit of i%itiative# ! understand that 2y practicing this habit of ta4ing the i%itiative in connection with my daily wor4 ! will 2e not only de1eloping that ha2it, 2ut ! will also 2e attracting the attention of those who will place greater 1alue on my ser1ices as a result of this practice. SignedWWWWWWWWWWWWWWWWWWW.................................................... )egardless of what you are now doing, e1ery day 2rings you face to face with a chance to render some ser1ice, outside of the course of your regular duties, that will 2e of 1alue to others. !n rendering this additional ser1ice, of your own accord, you of course understand that you are not doing so with the o2Eect of recei1ing monetary pay. (ou are rendering this ser1ice 2ecause it pro1ides you with ways and means of eBercising, de1eloping and ma4ing stronger the aggressi1e spirit of initiati1e which you must possess 2efore you can e1er 2ecome an outstanding figure in the affairs of your chosen field of life:wor4. Those who wor4 for "o%ey alone, and who recei1e for their pay nothing 2ut money, are always underpaid, no matter how much they recei1e. -oney is necessary, 2ut the 2ig pri;es of life cannot 2e measured in dollars and cents. +o amount of money could possi2ly 2e made to ta4e the place of the happiness and Eoy and pride F$%KF

WH*T helped you o1er the great o2stacles of lifeLP was as4ed of a highly successful man. PThe other o2stacles,P he replied.

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that 2elong to the person who digs a 2etter ditch, or 2uilds a 2etter chic4en coop, or sweeps a cleaner floor, or coo4s a 2etter meal. "1ery normal person lo1es to create something that is 2etter than the a1erage. The Eoy of creati% a wor4 of art is a Eoy that cannot 2e replaced 2y money or any other form of material possession. ! ha1e in my employ a young lady who opens, assorts and answers much of my personal mail. She 2egan in my employ more than three years ago. Then her duties were to ta4e dictation when she was as4ed to do so. Her salary was a2out the same as that which others recei1e for similar ser1ice. One day ! dictated the following motto which ! as4ed her to typewrite for meO 1e"e"ber that yo&r o%ly li"itatio% is the o%e that yo& set &p i% yo&r o(% "i%d# *s she handed the typewritten page 2ac4 to me she said, P(our motto has gi1en me an idea that is going to 2e of 1alue to 2oth you and me.P ! told her ! was glad to ha1e 2een of ser1ice to her. The incident made no particular impression on my mind, 2ut from that day on ! could see that it had made a tre"e%do&s impression on her mind. She 2egan to come 2ac4 to the office after supper and performed ser1ice that she was neither paid for nor eBpected to perform. Without anyone telling her to do it she 2egan to 2ring to my des4 letters that she had answered for me. She had studied my style and these letters were attended to as well as ! could ha1e done it? in some instances much 2etter. She 4ept up this ha2it until my personal secretary resigned. When ! 2egan to loo4 for someone to ta4e his place, what was more natural than to turn to this young woman to fill the place. Before ! had time to gi1e her the position she too' it o% her i%itiative# -y personal mail 2egan to come to my des4 with a new secretary6s name attached, and she was that secretary. On her own time, after hours, without additional pay, she had prepared herself for the 2est position on my staff. But that is not all. This young lady 2ecame so noticea2ly efficient that she 2egan to attract the attention of others who offered her attracti1e positions. ! ha1e increased her salary many times and she now recei1es a salary more than four times as large as the amount she recei1ed when she first went to wor4 for me as an ordinary stenographer, and, to tell you the truth, ! am helpless in the matter, 2ecause she has made herself so 1alua2le to me that ! cannot get along without her. That is i%itiative transformed into practical, understanda2le terms. ! would 2e remiss in my duties if ! failed to direct your attention to an ad1antage, other than a greatly increased salary, that this young lady6s i%itiative has 2rought her. !t has de1eloped in her a spirit of cheerfulness that 2rings her happiness which most stenographers ne1er 4now. Her wor4 is not wor4:it is a great interesting game at which she is playing. "1en though she arri1es at the office ahead of the regular stenographers and remains there long after they ha1e watched the cloc4 tic4 off five o/cloc' and -&itti% ti"e, her hours are shorter 2y far than are those of the other wor4ers. Hours of la2or do not drag on the hands of those who are happy at their wor4. This 2rings us to the neBt step in our description of the eBact procedure that you must follow in de1eloping i%itiative and leadership# Seco%d: (ou of course understand that the only way to get happi%ess is 2y gi1ing it away, to others. The same applies to the de1elopment of i%itiative# (ou can 2est de1elop this essential Muality in yourself 2y ma4ing it your 2usiness to interest those around you in doing the same. !t is a well 4nown fact that a man learns 2est that which he endea1ors to teach others. !f a man em2races a certain creed or religious faith, the first thing he does is to go out and try to PsellP it to others. *nd in eBact proportion to the eBtent to which he impresses others does he impress hi"self# !n the field of salesmanship it is a well 4nown fact that no salesman is successful in selling others until he has first made a good Eo2 of selling hi"self# Stated con1ersely, no salesman can do his 2est to sell others without sooner or later selling himself that which he is trying to sell to others. *ny statement that a person repeats o1er and o1er again for the purpose of inducing others to 2elie1e it, he, also, will come to 2elie1e, and this holds good whether the statement is false or true. F$%'F

(ou can now see the ad1antage of ma4ing it your 2usiness to tal' i%itiative, thi%' i%itiative, eat i%itiative, sleep i%itiative a%d practice i%itiative# By so doing you are 2ecoming a person of i%itiative and leadership, for it is a well 4nown fact that people will readily, willingly and 1oluntarily follow the person who shows 2y his actions that he is a person of i%itiative# !n the place where you wor4 or the community in which you li1e you come in contact with other people. -a4e it your 2usiness to interest e1ery one of them who will listen to you, in the de1elopment of i%itiative# !t will not 2e necessary for you to gi1e your reasons for doing this, nor will it 2e necessary for you to announce the fact that you are doing it. ?&st o ahead a%d do it# !n your own mind you will understand, of course, that you are doing it 2ecause this practice will help you and will, at least, do those whom you influence in the same practice no harm. !f you wish to try an eBperiment that will pro1e 2oth interesting and profita2le to you, pic4 out some person of your acMuaintance whom you 4now to 2e a person who ne1er does anything that he is not eBpected to do, and 2egin selling him your idea of i%itiative# #o not stop 2y merely discussing the su2Eect once? 4eep it up e1ery time you ha1e a con1enient opportunity. *pproach the su2Eect from a different angle each time. !f you go at this eBperiment in a tactful and forceful manner you will soon o2ser1e a change in the person on whom you are trying the eBperiment. *nd, you will o2ser1e something else of more importance stillO 4o& (ill observe a cha% e i% yo&rself* #o not fail to try this eBperiment. (ou cannot tal4 i%itiative to others without de1eloping a desire to practice it yourself. Through the operation of the principle of *uto:suggestion e1ery statement that you ma4e to others lea1es its imprint on your own su2conscious mind, and this holds good whether your statements are false or true. (ou ha1e often heard the sayingO PHe who li1es 2y the sword will die 2y the sword.P Properly interpreted, this simply means that we are constantly attracting to oursel1es and wea1ing into our own characters and personalities those Mualities which our influence is helping to create in others. !f we help others de1elop the ha2it of initiati1e, we, in turn, de1elop this same ha2it. !f we sow the seeds of hatred and en1y and discouragement in others, we, in turn, de1elop these Mualities in oursel1es. This principle through which a man comes to resem2le in his own nature those whom he most admires is fully 2rought out in Hawthorne6s story, The /reat Stone Face, a story that e1ery parent should ha1e his offspring read. We come, now, to the neBt step in our description of the eBact procedure that you must follow in de1eloping i%itiative and leadership# Third: Before we go further let it 2e understood what is meant 2y the term P eadership,P as it is used in connection with this )eading .ourse on the aw of Success. There are two 2rands of leadership, and one of them is as deadly and destructi1e as the other is helpful and constructi1e. The deadly 2rand, which leads not to s&ccess, 2ut to absol&te fail&re, is the 2rand adopted 2y pseudo:leaders who force their leadership on unwilling followers. !t will not 2e necessary here to descri2e this 2rand or to point out the fields of endea1or in which it is practiced, with the eBception of the field of war, and in this field we will mention 2ut one nota2le eBample, that of +apoleon. +apoleon was a leader) there can 2e no dou2t a2out this, 2ut he led his followers and himself to destruction. The details are recorded in the history of France and the French people, where you may study them if you choose. !t is not +apoleon6s 2rand of leadership that is recommended in this course, although ! will admit that +apoleon possessed all the necessary fundamentals for great leadership, eBcepting one:he lac4ed the spirit of helpfulness to others as an o2Eecti1e. His desire for the power that comes through leadership was 2ased solely upon self:aggrandi;ement. His desire for leadership was 2uilt upon personal am2ition and not upon the desire to lift the French people to a higher and no2ler station in the affairs of nations. F$%%F

.H")!SH your 1isions and your dreams as they are the children of your soul? the 2lue:prints of your ultimate achie1ements.

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The 2rand of leadership that is recommended through this course of instruction is the 2rand which leads to self:determination and freedom and self:de1elopment and enlightenment and Eustice. This is the 2rand that endures. For eBample, and as a contrast with the 2rand of leadership through which +apoleon raised himself into prominence, consider our own *merican commoner, incoln. The o2Eect of his leadership was to 2ring truth and Eustice and understanding to the people of the United States. "1en though he died a martyr to his 2elief in this 2rand of leadership, his name has 2een engra1ed upon the heart of the world in terms of lo1ing 4indliness that will ne1er 2ring aught 2ut good to the world. Both incoln and +apoleon led armies in warfare, 2ut the o2Eects of their leadership were as different as night is different from day. !f it would gi1e you a 2etter understanding of the principles upon which this )eading .ourse is 2ased, you could easily 2e cited to leadership of today which resem2les 2oth the 2rand that +apoleon employed and that which incoln made the foundation of his life:wor4, 2ut this is not essential? your own a2ility to loo4 around and analy;e men who ta4e the leading parts in all lines of endea1or is sufficient to ena2le you to pic4 out the incoln as well as the +apoleon types. (our own Eudgment will help you decide which type you prefer to emulate. There can 2e no dou2t in your mind as to the 2rand of leadership that is recommended in this )eading .ourse, and there should 2e no Muestion in your mind as to which of the two 2rands descri2ed you will adopt as your 2rand. We ma4e no recommendations on this su2Eect, howe1er, for the reason that this )eading .ourse has 2een prepared as a means of laying 2efore its students the fundamental principles upon which power is de1eloped, and not as a preachment on ethical conduct. We present 2oth the constructi1e and the destructi1e possi2ilities of the principles outlined in this course, that you may 2ecome familiar with 2oth, 2ut we lea1e entirely to your own discretion the choice and application of these principles, 2elie1ing that your own intelligence will guide you to ma4e a wise selection.

THE PENALTY OF LEADERSHIPD

!n e1ery field of human endea1or, he that is first must perpetually li1e in the white light of pu2licity. Whether the leadership 2e 1ested in a man or in a manufactured product, emulation and en1y are e1er at wor4. !n art, in literature, in music, in industry, the reward and the punishment are always the same. The reward is widespread recognition? the punishments fierce denial and detraction. When a man6s wor4 2ecomes a standard for the whole world, it also 2ecomes a target for the shafts of the en1ious few. !f his wor4 2e merely mediocre, he will 2e left se1erely alone : if he achie1e a masterpiece, it will set a million tongues a:wagging. 3ealousy does not protrude its for4ed tongue at the artist who produces a commonplace painting. Whatsoe1er you write, or paint, or play, or sing or 2uild, no one will stri1e to surpass or slander you, unless your wor4 2e stamped with the seal of a genius. ong, long after a great wor4 or a good wor4 has 2een done, those who are disappointed or en1ious continue to cry out that it cannot 2e done. -ean 1oices were raised against the author of the aw of Success 2efore the in4 was dry on the first teBt2oo4s. Poisoned pens were released against 2oth the author and the philosophy the moment the first edition of the course was printed. Spiteful little 1oices in the domain of art were raised against our own Whistler as a mounte2an4, long after the 2ig world acclaimed him its greatest artistic genius. -ultitudes floc4ed to Beyreuth to worship at the musical shrine of Wagner, while the little group of those whom he had dethroned and displaced argued angrily that he was no musician at all.
Z8With the compliments of the .adillac -otor .ar .o.9

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The little world continued to protest that Fulton could ne1er 2uild a steam2oat, while the 2ig world floc4ed to the ri1er 2an4s to see his 2oat steam 2y. Small, narrow 1oices cried out that Henry Ford would not last another year, 2ut a2o1e and 2eyond the din of their childish prattle Ford went silently a2out his 2usiness and made himself the richest and most powerful man on earth. The leader is assailed 2ecause he is a leader, and the effort to eMual him is merely added proof of his leadership. Failing to eMual or to eBcel, the follower see4s to depreciate and to destroy : 2ut only confirms the superiority of that which he stri1es to supplant. There is nothing new in this. !t is as old as the world and as old as the human passions : en1y, fear, greed, am2ition and the desire to surpass. *nd it all a1ails nothing. !f the leader truly leads, he remains the "*#")< -aster:poet, master:painter, master:wor4man, each in his turn is assailed, and each holds his laurels through the ages. That which is good or great ma4es itself 4nown, no matter how loud the clamor of denial. * real leader cannot 2e slandered or damaged 2y lies of the en1ious, 2ecause all such attempts ser1e only to turn the spot:light on his a2ility, and real a2ility always finds a generous following. *ttempts to destroy real eadership is lo1e6s la2or lost, 2ecause that which deser1es to li1e, li1es<

SSSSSSSS
We come 2ac4, now, to the discussion of the third step of the procedure that you must follow in de1eloping i%itiative and leadership# This third step ta4es us 2ac4 for a re1iew of the principle of or a%i,ed effort, as descri2ed in the preceding lessons of this course. (ou ha1e already learned that no man can accomplish enduring results of a far:reaching nature without the aid and co:operation of others. (ou ha1e already learned that when two or more persons ally themsel1es in any underta4ing, in a spirit of harmony and understanding, each person in the alliance there2y multiplies his own powers of achie1ement. +owhere is this principle more e1idenced than it is in an industry or 2usiness in which there is perfect team:wor4 2etween the employer and the employees. Where1er you find this team:wor4 you find prosperity and goodwill on 2oth sides. .o:operation is said to 2e the most important word in the "nglish language. !t plays an important part in the affairs of the home, in the relationship of man and wife, parents and children. !t plays an important part in the affairs of state. So important is this principle of co:operation that no leader can 2ecome powerful or last long who does not understand and apply it in his leadership# ac4 of .o:operation has destroyed more 2usiness enterprises than ha1e all other causes com2ined. !n my twenty:fi1e years of acti1e 2usiness eBperience and o2ser1ation ! ha1e witnessed the destruction of all manner of 2usiness enterprises 2ecause of dissension and lac4 of application of this principle of .o: operation. !n the practice of law ! ha1e o2ser1ed the destruction of homes and di1orce cases without end as a result of the lac4 of .o:operation 2etween man and wife. !n the study of the histories of nations it 2ecomes alarmingly o21ious that lac4 of .o:operati1e effort has 2een a curse to the human race all 2ac4 down the ages. Turn 2ac4 the pages of these histories and study them and you will learn a lesson in .o: operation, that will impress itself indeli2ly upon your mind. (ou are paying, and your children and your children6s children will continue to pay, for the cost of the most eBpensi1e and destructi1e war the world has e1er 4nown, 2ecause nations ha1e not yet learned that a part of the world cannot suffer without damage and suffering to the whole world. F&@&F

S"),!.", Sacrifice and Self:.ontrol are three words which must 2e well understood 2y the person who succeeds in doing something that is of help to the world.

F&@CF

This same rule applies, with telling effect, in the conduct of modern 2usiness and industry. When an industry 2ecomes disorgani;ed and torn asunder 2y stri4es and other forms of disagreement, 2oth the employers and employees suffer irrepara2le loss. But, the damage does not stop here? this loss 2ecomes a 2urden to the pu2lic and ta4es on the form of higher prices and scarcity of the necessities of life. The people of the United States who rent their homes are feeling the 2urden, at this 1ery moment, of lac4 of co:operation 2etween contractors and 2uilders and the wor4ers. So uncertain has the relationship 2etween the contractors and their employees 2ecome that the contractors will not underta4e a 2uilding without adding to the cost an ar2itrary sum sufficient to protect them in the e1ent of la2or trou2les. This additional cost increases rents and places unnecessary 2urdens upon the 2ac4s of millions of people. !n this instance the lac4 of co:operation 2etween a few men places hea1y and almost un2eara2le 2urdens upon millions of people. The same e1il eBists in the operation of our railroads. ac4 of harmony and co:operation 2etween the railroad management and the wor4ers has made it necessary for the railroads to increase their freight and passenger rates, and this, in turn, has increased the cost of life6s necessities to almost un2eara2le proportions. Here, again, lac4 of co:operation 2etween a few leads to hardship for millions of people. These facts are cited without effort or desire to place the responsi2ility for this lac4 of co:operation, since the o2Eect of this )eading .ourse is to help its students get at facts. !t may 2e truthfully stated that the high cost of li1ing that e1erywhere manifests itself today has grown out of lac4 of application of the principle of co:operati1e leadership# Those who wish to decry present systems of go1ernment and industrial management may do so, 2ut in the final analysis it 2ecomes o21ious to all eBcept those who are not see4ing the tr&th that the e1ils of go1ernment and of industry ha1e grown out of lac4 of co-operatio%# +or can it 2e truthfully said that all the e1ils of the world are confined to the affairs of state and industry. Ta4e a loo4 at the churches and you will o2ser1e the damaging effects of lac4 of co:operation. +o particular church is cited, 2ut analy;e any church or group of churches where lac4 of co:ordination of effort pre1ails and you will see e1idence of disintegration that limits the ser1ice those churches could render. For eBample, ta4e the a1erage town or small city where ri1alry has sprung up 2etween the churches and notice what has happened? especially those towns in which the num2er of churches is far out of proportion to the population. Through harmoni;ed effort and through co:operation, the churches of the world could wield sufficient influence to render war an impossi2ility. Through this same principle of co:operati1e effort the churches and the leaders of 2usiness and industry could eliminate rascality and sharp practices, and all this could 2e 2rought a2out speedily. These possi2ilities are not mentioned in a spirit of criticism, 2ut only as a means of illustrating the power of co:operation, and to emphasi;e my 2elief in the potential power of the churches of the world. So there will 2e no possi2ility of misinterpretation of my meaning in the reference that ! ha1e here made to the churches ! will repeat that which ! ha1e so often said in person? namely, that had it not 2een for the influence of the churches no man would 2e safe in wal4ing down the street. -en would 2e at each other6s throat li4e wol1es and ci1ili;ation would still 2e in the pre:historic age. -y complaint is not against the wor4 that the churches ha1e done, 2ut the wor4 that they co&ld have do%e thro& h leadership that was 2ased upon the principle of co:ordinated, co:operati1e effort which would ha1e carried ci1ili;ation at least a thousand years ahead of where it is today. !t is not yet too late for such leadership. That you may more fully grasp the fundamental principle of co:operati1e effort you are urged to go to the pu2lic li2rary and read The Science of Power, 2y BenEamin >idd. Out of scores of 1olumes 2y some of the soundest thin4ers of the world that ! ha1e read during the past fifteen years, no single 1olume has gi1en me such a full understanding of the possi2ilities of co:operati1e effort as has this 2oo4. !n recommending that you read this 2oo4 it is not my purpose to endorse the 2oo4 in its entirety, for it offers F&@GF

some theories with which ! am not in accord. !f you read it, do so with an open mind and ta4e from it only that which you feel you can use to ad1antage in achie1ing the o2Eect of your defi%ite chief ai"# The 2oo4 will stimulate thought, which is the greatest ser1ice that any 2oo4 can render. *s a matter of fact the chief o2Eect of this )eading .ourse on the aw of Success is to stimulate deli2erate tho& ht: particularly that 2rand of tho& ht that is free from 2ias and preEudice and is see4ing tr&th no matter where or how or when it may 2e found. #uring the World War ! was fortunate enough to listen to a great soldier6s analysis of how to 2e a leader# This analysis was gi1en to the student:officers of the Second Training .amp at Fort Sheridan, 2y -aEor .. *. Bach, a Muiet, unassuming army officer acting as an instructor. ! ha1e preser1ed a copy of this address 2ecause ! 2elie1e it to 2e one of the finest lessons on leadership e1er recorded. The wisdom of -aEor Bach6s address is so 1ital to the 2usiness man aspiring to leadership, or to the section 2oss, or to the stenographer, or to the foreman of the shop, or to the president of the wor4s, that ! ha1e preser1ed it as a part of this )eading .ourse. !t is my earnest hope that through the agency of this course this remar4a2le dissertation on leadership will find its way into the hands of e1ery employer and e1ery wor4er and e1ery am2itious person who aspires to leadership in any wal4 of life. The principles upon which the address is 2ased are as applica2le to leadership in 2usiness and industry and finance as they are in the successful conduct of warfare. -aEor Bach spo4e as followsO !n a short time each of you men will control the li1es of a certain num2er of other men. (ou will ha1e in your charge loyal 2ut untrained citi;ens, who loo4 to you for instruction and guidance. (our word will 2e their law. (our most casual remar4 will 2e remem2ered. (our mannerisms will 2e aped. (our clothing, your carriage, your 1oca2ulary, your manner of command will 2e imitated. When you Eoin your organi;ation you will find there a willing 2ody of men who as4 from you nothing more than the Mualities that will command their respect, their loyalty and their o2edience. They are perfectly ready a%d ea er to follo( yo& so lo% as yo& ca% co%vi%ce the" that yo& have these -&alities# 3he% the ti"e co"es that they are satisfied yo& do %ot possess the" yo& "i ht as (ell 'iss yo&rself ood-bye# 4o&r &sef&l%ess i% that or a%i,atio% is at a% e%d# UHow remar4a2ly true this is in all manner of leadership.V From the standpoint of society, the world may 2e di1ided into leaders and followers. The professions ha1e their leaders, the financial world has its leaders. !n all this leadership it is difficult, if not impossi2le, to separate from the element of pure leadership that selfish element of personal gain or ad1antage to the indi1idual, without which any leadership would lose its 1alue. !t is in military ser1ice only, where men freely sacrifice their li1es for a faith, where men are willing to suffer and die for the right or the pre1ention of a wrong, that we can hope to reali;e leadership in its most eBalted and disinterested sense. Therefore, when ! say leadership, ! mean "ilitary leadership# !n a few days the great mass of you men will recei1e commissions as officers. These commissions will not ma4e you leaders? they will merely ma4e you officers. They will place you in a position where you can 2ecome leaders if you possess the proper attri2utes. But you must ma4e good, not so much with the men o1er you as with the men under you. -en must and will follow into 2attle officers who are not leaders, 2ut the dri1ing power 2ehind these men is not enthusiasm 2ut discipline. They go with dou2t and trem2ling that prompts the unspo4en Muestion, PWhat will he do neBtLP Such men o2ey the letter of their orders 2ut no more. Of de1otion to their commander, of eBalted enthusiasm which scorns personal ris4, of self-sacrifice to insure his personal safety, they 4now nothing. Their legs carry them forward 2ecause their 2rain and their training tell them they must go. Their spirit does not go with them. F&@HF

-*>" eBcuses for the shortcomings of others, if you wish, 2ut hold yourself to a strict accounta2ility if you would attain leadership in any underta4ing.

F&@KF

7reat res&lts are %ot achieved by cold, passive, &%respo%sive soldiers# They do%/t o very far a%d they stop as soo% as they ca%# Leadership %ot o%ly de"a%ds b&t receives the (illi% , &%hesitati% , &%falteri% obedie%ce a%d loyalty of other "e%) a%d a devotio% that (ill ca&se the", (he% the ti"e co"es, to follo( their &%cro(%ed 'i% to hell a%d bac' a ai%, if %ecessary# (ou will as4 yoursel1esO POf Eust what, then, does leadership consistL What must ! do to 2ecome a leaderL What are the attri2utes of leadership, and how can ! culti1ate themLP Leadership is a composite of a num2er of Mualities. U3ust as success is a composite of the fifteen factors out of which this )eading .ourse was 2uilt.V *mong the most important ! would list Self: confidence, -oral *scendency, Self:Sacrifice, Paternalism, Fairness, !nitiati1e, #ecision, #ignity, .ourage. Self-co%fide%ce results, first, from eBact 4now:ledge? second, the a2ility to impart that 4nowledge? and third, the feeling of superiority o1er others that naturally follows. *ll these gi1e the officer poise. To lead, you must '%o(* (ou may 2luff all of your men some of the time, 2ut you can6t do it all the time. -en will not ha1e confidence in an officer unless he 4nows his 2usiness, and he must 4now it from the ground up. The officer should 4now more a2out paper wor4 than his first sergeant and company cler4 put together? he should 4now more a2out messing than his mess sergeant? more a2out diseases of the horse than his troop farrier. He should 2e at least as good a shot as any man in his company. !f the officer does not 4now, and demonstrates the fact that he does not 4now, it is entirely human for the soldier to say to himself, PTo hell with him. He doesn6t 4now as much a2out this as ! do,P and calmly disregard the instructions recei1ed. There is %o s&bstit&te for acc&rate '%o(led e* Become so well informed that men will hunt you up to as4 Muestions? that your 2rother officers will say to one another, P*s4 Smith :he 4nows.P *nd not only should each officer 4now thoroughly the duties of his own grade, 2ut he should study those of the two grades neBt a2o1e him. * two:fold 2enefit attaches to this. He prepares himself for duties which may fall to his lot any time during 2attle? he further gains a 2roader 1iewpoint which ena2les him to appreciate the necessity for the issuance of orders and Eoin more intelligently in their eBecution. 6ot o%ly "&st the officer '%o( b&t he "&st be able to p&t (hat he '%o(s i%to ra""atical, i%teresti% , forcef&l 5% lish# He "&st lear% to sta%d o% his feet a%d spea' (itho&t e"barrass"e%t# ! am told that in British training camps student:officers are reMuired to deli1er ten minute tal4s on any su2Eect they choose. That is eBcellent practice. For to spea4 clearly one must thin4 clearly, and clear, logical thin4ing eBpresses itself indefinite, positi1e orders. While self:confidence is the result of 4nowing more than your men, -oral *scendency o1er them is 2ased upon your 2elief that you are the 2etter man. To gain and maintain this ascendency you must ha1e self:control, physical 1itality and endurance and moral force. (ou must ha1e yourself so well in hand that, e1en though in 2attle you 2e scared stiff, you will ne1er show fear. For if 2y so much as a hurried mo1ement or a trem2ling of the hands, or a change of eBpression, or a hasty order hastily re1o4ed, you indicate your mental condition it will 2e reflected in your men in a far greater degree. !n garrison or camp many instances will arise to try your temper and wrec4 the sweetness of your disposition. !f at such times you Pfly off the handleP you ha1e no 2usiness to 2e in charge of men. For men in anger say and do things that they almost in1aria2ly regret afterward. A% officer sho&ld %ever apolo i,e to his "e%) also a% officer sho&ld %ever be &ilty of a% act for (hich his se%se of 0&stice tells hi" he sho&ld apolo i,e# *nother element in gaining -oral *scendency lies in the possession of enough physical 1itality and endurance to withstand the hardships to which you and your men are su2Eected, and a dauntless spirit F&@NF

that ena2les you not only to accept them cheerfully 2ut to minimi;e their magnitude. -a4e light of your trou2les, 2elittle your trials and you will help 1itally to 2uild up within your organi;ation an esprit whose 1alue in time of stress cannot 2e measured. .oral force is the third element in gaining -oral *scendency. To eBert moral force you must li1e clean? you must ha1e sufficient 2rain power to see the right and the will to do right. @e a% exa"ple to yo&r "e%* *n officer can 2e a power for good or a power for e1il. #on6t preach to them : that will 2e worse than useless. i1e the 4ind of life you would ha1e them lead, and you will 2e surprised to see the num2er that will imitate you. * loud:mouthed, profane captain who is careless of his personal appearance will ha1e a loud: mouthed, profane, dirty company. )emem2er what ! tell you. 4o&r co"pa%y (ill be the reflectio% of yo&rself* !f you ha1e a rotten company it will 2e 2ecause you are a rotten captain. Self-sacrifice is essential to leadership. (ou will gi1e, gi1e, all the time. (ou will gi1e of yourself physically, for the longest hours, the hardest wor4 and the greatest responsi2ility are the lot of the captain. He is the first man up in the morning and the last man in at night. He wor4s while others sleep. (ou will gi1e of yourself mentally, in sympathy and appreciation for the trou2les of men in your charge. This one6s mother has died, and that one has lost all his sa1ings in a 2an4 failure. They may desire help, 2ut more than anything else they desire sy"pathy# #on6t ma4e the mista4e of turning such men down with the statement that you ha1e trou2les of your own, for e1ery time you do that you '%oc' a sto%e o&t of the fo&%datio% of yo&r ho&se# (our men are your foundation, and your house of leadership will tum2le a2out your ears unless it rests securely upon them. Finally, you will gi1e of your own slender financial resources. (ou will freMuently spend your own money to conser1e the health and well:2eing of your men or to assist them when in trou2le. /enerally you get your money 2ac4. ,ery freMuently you must charge it off to profit and loss. "1en so, it is worth the cost. When ! say that paternalism is essential to leadership ! use the term in its 2etter sense. ! do not now refer to that form of paternalism which ro2s men of initiati1e, self:reliance and self:respect. ! refer to the paternalism that manifests itself in a watchful care for the comfort and welfare of those in your charge. Soldiers are much li4e children. (ou must see that they ha1e shelter, food and clothing, the 2est that your utmost efforts can pro1ide. (ou must see that they ha1e food to eat 2efore you thin4 of your own? that they ha1e each as good a 2ed as can 2e pro1ided 2efore you consider where you will sleep. (ou must 2e far more solicitous of their comfort than of your own. (ou must loo4 after their health. (ou must conser1e their strength 2y not demanding needless eBertion or useless la2or. A%d by doi% all these thi% s yo& are breathi% life i%to (hat (o&ld be other(ise a "ere "achi%e# 4o& are creati% a so&l i% yo&r or a%i,atio% that (ill "a'e the "ass respo%d to yo& as tho& h it (ere o%e "a%# A%d that is esprit# *nd when your organi;ation has this esprit you will wa4e up some morning and disco1er that the ta2les ha1e 2een turned? that instead of your constantly loo4ing out for them they ha1e, without e1en a hint from you, ta4en up the tas4 of loo4ing out for you. (ou will find that a detail is always there to see that your tent, if you ha1e one, is promptly pitched? that the most and the cleanest 2edding is 2rought to your tent? that from some mysterious source two eggs ha1e 2een added to your supper when no one else has any? that an eBtra man is helping your men gi1e your horse a super grooming? that your wishes are anticipated? that e1ery man is P3ohnny:on:the:spot.P *nd then you ha1e arrived* F&@'F

+O accurate thin4er will Eudge another person 2y that which the other person6s enemies say a2out him.

F&@%F

4o& ca%%ot treat all "e% ali'e* * punishment that would 2e dismissed 2y one man with a shrug of the shoulders is mental anguish for another. * company commander who, for a gi1en offense, has a standard punishment that applies to all is either too indolent or too stupid to study the personality of his men. !n his case Eustice is certainly 2lind. Study your men as carefully as a surgeon studies a difficult case. *nd when you are sure of your diagnosis apply the remedy. *nd remem2er that you apply the remedy to effect a cure, not merely to see the 1ictim sMuirm. !t may 2e necessary to cut deep, 2ut when you are satisfied as to your diagnosis don6t 2e di1erted from your purpose 2y any false sympathy for the patient. Hand in hand with fairness in awarding punishment wal4s fairness in gi1ing credit. "1ery2ody hates a human hog. When one of your men has accomplished an especially credita2le piece of wor4 see that he gets the proper reward. T&r% heave% a%d earth &pside do(% to et it for hi"# #on6t try to ta4e it away from him and hog it for yourself. (ou may do this and get away with it, 2ut you ha1e lost the respect and loyalty of your men. Sooner or later your 2rother officers will hear of it and shun you li4e a leper. !n war there is glory enough for all. /i1e the man under you his due. The "a% (ho al(ays ta'es a%d %ever ives is %ot a leader# He is a parasite. There is another 4ind of fairness : that which will pre1ent an officer from a2using the pri1ileges of his ran4. When you eBact respect from soldiers 2e sure you treat them with eMual respect. Build up their manhood and self:respect. #on6t try to pull it down. For an officer to 2e o1er2earing and insulting in the treatment of enlisted men is the act of a coward. He ties the man to a tree with the ropes of discipline and then stri4es him in the face 4nowing full well that the man cannot stri4e 2ac4. !o%sideratio%, co&rtesy a%d respect fro" officers to(ard e%listed "e% are %ot i% co"patible (ith discipli%e# They are parts of o&r discipli%e# 3itho&t i%itiative a%d decisio% %o "a% ca% expect to lead# !n maneu1ers you will freMuently see, when an emergency arises, certain men calmly gi1e instant orders which later, on analysis, pro1e to 2e, if not eBactly the right thing, 1ery nearly the right thing to ha1e done. (ou will see other men in emergency 2ecome 2adly rattled? their 2rains refuse to wor4, or they gi1e a hasty order, re1o4e it? gi1e another, re1o4e that? in short, show e1ery indication of 2eing in a 2lue fun4. )egarding the first man you may sayO PThat man is a genius. He hasn6t had time to reason this thing out. He acts intuiti1ely.P Forget it< /enius is merely the capacity for ta4ing infinite pains. The man who was ready is the man who has prepared himself. He has studied 2eforehand the possi2le situations that might arise? he has made tentati1e plans co1ering such situations. When he is confronted 2y the emergency he is ready to meet it. He must ha1e sufficient mental alertness to appreciate the pro2lem that confronts him and the power of Muic4 reasoning to determine what changes are necessary in his already formulated plan. He must also ha1e the decision to order the eBecution and stic4 to his orders. A%y reaso%able order i% a% e"er e%cy is better tha% %o order# The sit&atio% is there# .eet it# It is better to do so"ethi% a%d do the (ro% thi% tha% to hesitate, h&%t aro&%d for the ri ht thi% to do a%d (i%d &p by doi% %othi% at all# A%d, havi% decided o% a li%e of actio%, stic' to it# Do%/t vacillate# .e% have %o co%fide%ce i% a% officer (ho does%/t '%o( his o(% "i%d# Occasionally you will 2e called upon to meet a situation which no reasona2le human 2eing could anticipate. !f you ha1e prepared yourself to meet other emergencies which you could anticipate, the mental training you ha1e there2y gained will ena2le you to act promptly and with calmness. F&$@F

(ou must freMuently act without orders from higher authority. Time will not permit you to wait for them. Here again enters the importance of studying the wor4 of officers a2o1e you. !f you ha1e a comprehensi1e grasp of the entire situation and can form an idea of the general plan of your superiors, that and your pre1ious emergency training will ena2le you to determine that the responsi2ility is yours and to issue the necessary orders without delay. The element of perso%al di %ity is important in military leadership. Be the friend of your men, 2ut do not 2ecome their intimate. (our men should stand in awe of you : not fear* !f your men presume to 2ecome familiar it is your fault, and not theirs. (our actions ha1e encouraged them to do so. *nd, a2o1e all things, don6t cheapen yourself 2y courting their friendship or currying their fa1or. They will despise you for it. !f you are worthy of their loyalty and respect and de1otion they will surely gi1e all these without as4ing. !f you are not, nothing that you can do will win them. !t is eBceedingly difficult for an officer to 2e dignified while wearing a dirty, spotted uniform and a three days6 stu22le of whis4ers on his face. Such a man lac4s self:respect, and self:respect is an essential of dignity. There may 2e occasions when your wor4 entails dirty clothes and an unsha1ed face. (our men all loo4 that way. *t such times there is ample reason for your appearance. !n fact, it would 2e a mista4e to loo4 too clean : they would thin4 that you were, not doing your share. But as soon as this unusual occasion has passed set an eBample for personal neatness. *nd then ! would mention courage. -oral courage you need as well as mental courage : that 4ind of moral courage which ena2les you to adhere without faltering to a determined course of action, which Eudgment has indicated is the one 2est suited to secure the desired results. (ou will find many times, especially in action, that, after ha1ing issued your orders to do a certain thing, you will 2e 2eset 2y misgi1ings and dou2ts? you will see, or thin4 you see, other and 2etter means for accomplishing the o2Eect sought. (ou will 2e strongly tempted to change your orders. #on6t do it until it is clearly manifested that your first orders were radically wrong. For, if you do, you will 2e again worried 2y dou2ts as to the efficacy of your second orders. 5very ti"e yo& cha% e yo&r orders (itho&t obvio&s reaso% yo& (ea'e% yo&r a&thority a%d i"pair the co%fide%ce of yo&r "e%# Have the "oral co&ra e to sta%d by yo&r order a%d see it thro& h# -oral courage further demands that you assume the responsi2ility for your own acts. !f your su2ordinates ha1e loyally carried out your orders and the mo1ement you directed is a failure the failure is yours, not theirs. (ours would ha1e 2een the honor had it 2een successful. Ta4e the 2lame if it results in disaster. #on6t try to shift it to a su2ordinate and ma4e him the goat. That is a cowardly act. Furthermore, you will need moral courage to determine the fate of those under you. (ou will freMuently 2e called upon for recommendations for promotion or demotion of officers and non:commissioned officers in your immediate command. >eep clearly in mind your personal integrity and the duty you owe your country. #o not let yourself 2e deflected from a strict sense of Eustice 2y feelings of personal friendship. !f your own 2rother is your second lieutenant, and you find him unfit to hold his commission, eliminate him. !f you don6t your lac4 of moral courage may result in the loss of 1alua2le li1es. !f, on the other hand, you are called upon for a recommendation concerning a man whom, for personal reasons, you thoroughly disli4e, do not fail to do him full Eustice. )emem2er that your aim is the general good, not the satisfaction of an indi1idual grudge.

F&$$F

TH")" is something wrong a2out the man whose wife and children do not greet him affectionately on his homecoming.

F&$&F

I a" ta'i% it for ra%ted that yo& have physical co&ra e# I %eed %ot tell yo& ho( %ecessary that is# !o&ra e is "ore tha% bravery# @ravery is fearless%ess - the abse%ce of fear# The "erest dolt "ay be brave, beca&se he lac's the "e%tality to appreciate his da% er) he does%/t '%o( e%o& h to be afraid# .ourage, howe1er, is that firmness of spirit, that moral 2ac42one which, while fully appreciating the danger in1ol1ed, ne1ertheless goes on with the underta4ing. Bra1ery is physical? courage is mental and moral. (ou may 2e cold all o1er? your hands may trem2le? your legs may Mua4e? your 4nees 2e ready to gi1e way:that is fear. !f, ne1ertheless, you go forward? if, in spite of this physical defection you continue to lead your men against the enemy, you ha1e courage. The physical manifestations of fear will pass away. (ou may ne1er eBperience them 2ut once. They are the P2uc4 fe1erP of the hunter who tries to shoot his first deer. (ou must not gi1e way to them. * num2er of years ago, while ta4ing a course in demolitions, the class of which ! was a mem2er was handling dynamite. The instructor said, regarding its manipulationO P! must caution you gentlemen to 2e careful in the use of these eBplosi1es. One man has 2ut one accident.P *nd so ! would caution you. !f you gi1e way to fear that will dou2tless 2eset you in your first action? if you show the white feather? if you let your men go forward while you hunt a shell crater, you will ne1er again ha1e the opportunity of leading those men. Use Eudgment in calling on your men for displays of physical courage or 2ra1ery. Do%/t as' a%y "a% to o (here yo& (o&ld %ot o yo&rself# !f your common sense tells you that the place is too dangerous for you to 1enture into, then it is too dangerous for him. (ou 4now his life is as 1alua2le to him as yours is to you. Occasio%ally so"e o f yo&r "e% "&st be exposed to da% er (hich yo& ca%%ot share# A "essa e "&st be ta'e% across a fire-s(ept ,o%e# 4o& call for vol&%teers# If yo&r "e% '%o( yo& a%d '%o( that yo& are $ri ht$ yo& (ill %ever lac' vol&%teers, for they (ill '%o( yo&r heart is i% yo&r (or', that yo& are ivi% yo&r co&%try the best yo& have, that yo& (o&ld (illi% ly carry the "essa e yo&rself if yo& co&ld# 4o&r exa"ple a%d e%th&sias" (ill have i%spired the"# *nd, lastly, if you aspire to leadership, ! would urge you to study men. /et under their s4ins and find out what is inside. Some men are Muite different from what they appear to 2e on the surface. #etermine the wor4ings of their mind. -uch of /eneral )o2ert ". ee6s success as a leader may 2e ascri2ed to his a2ility as a psychologist. He 4new most of his opponents from West Point days? 4new the wor4ings of their minds? and he 2elie1ed that they would do certain things under certain circumstances. !n nearly e1ery case he was a2le to anticipate their mo1ements and 2loc4 the eBecution. (ou cannot 4now your opponent in this war in the same way. But you can 4now your own men. (ou can study each to determine wherein lies his strength and his wea4ness? which man can 2e relied upon to the last gasp and which cannot. 2%o( yo&r "e%, '%o( yo&r b&si%ess, '%o( yo&rself*

SSSSSSSS
!n all literature you will not find a 2etter description of leadership than this. *pply it to yourself, or to your 2usiness, or to your profession, or to the place where you are employed, and you will o2ser1e how well it ser1es as your guide. -aEor Bach6s address is one that might well 2e deli1ered to e1ery 2oy and girl who graduates in high school. !t might well 2e deli1ered to e1ery college graduate. !t might well 2ecome the 2oo4 of rules F&$CF

for e1ery man who is placed in a position of leadership o1er other men, no matter in what calling, 2usiness or profession. !n esson Two you learned the 1alue of a defi%ite chief ai"# et it 2e here emphasi;ed that your aim must 2e acti1e and not passi1e. * defi%ite ai" will ne1er 2e anything else 2ut a mere wish unless you 2ecome a person of initiati1e and a ressively and persiste%tly pursue that aim until it has 2een fulfilled. (ou can get nowhere without persistence, a fact which cannot 2e too often repeated. The difference 2etween persistence and lac4 of it is the same as the difference 2etween wishing for a thing and positi1ely determining to get it. To 2ecome a person of initiati1e you must form the ha2it of a ressively and persiste%tly following the o2Eect of your defi%ite chief ai" until you acMuire it, whether this reMuires one year or twenty years. (ou might as well ha1e no defi%ite chief ai" as to ha1e such an aim without co%ti%&o&s effort to achie1e it. (ou are not ma4ing the most of this course if you do not ta4e some step each day that 2rings you nearer reali;ation of your defi%ite chief ai"# #o not fool yourself, or permit yourself to 2e misled to 2elie1e that the o2Eect of your defi%ite chief ai" will matter : ali1e if you only wait. The materiali;ation will come through your own determination, 2ac4ed 2y your own carefully laid plans and your own initiati1e in putting those plans into action, or it will not come at all. One of the maEor reMuisites for eadership is the power of Muic4 and firm #".!S!O+< *nalysis of more than $K,@@@ people disclosed the fact that eaders are always men of ready decision, e1en in matters of small importance, while the follower is +",") a person of Muic4 decision. This is worth remem2ering< The follower, in whate1er wal4 of life you find him, is a man who seldom 4nows what he wants. He 1acillates, procrastinates, and actually refuses to reach a decision, e1en in matters of the smallest importance, unless a eader induces him to do so. To 4now that the maEority of people cannot and will not reach decisions Muic4ly, if at all, is of great help to the eader who 4nows what he wants and has a plan for getting it. Here it will 2e o2ser1ed how closely allied are the two laws co1ered 2y esson Two and this lesson. The eader not only wor4s with * #"F!+!T" .H!"F *!-, 2ut he has a 1ery definite plan for attaining the o2Eect of that aim. !t will 2e seen, also, that the aw of Self:confidence 2ecomes an important part of the wor4ing eMuipment of the eader. The chief reason why the follower does not reach decisions is that he lac4s the Self:confidence to do so. "1ery eader ma4es use of the aw of a #efinite Purpose, the aw of Self:confidence and the aw of !nitiati1e and eadership. *nd if he is an outstanding, successful eader he ma4es use, also, of the aws of !magination, "nthusiasm, Self:.ontrol, Pleasing Personality, *ccurate Thin4ing, .oncentration and Tolerance. Without the com2ined use of all these aws no one may 2ecome a really great eader. Omission of a single one of these aws lessens the power of the eader proportionately. * salesman for the aSalle "Btension Uni1ersity called on a real estate dealer, in a small western town, for the purpose of trying to sell the real estate man a course in Salesmanship and Business -anagement. When the salesman arri1ed at the prospecti1e student6s office he found the gentleman pec4ing out a letter 2y the two:finger method, on an antiMuated typewriter. The salesman introduced himself, then proceeded to state his 2usiness and descri2e the course he had come to sell. The real estate man listened with apparent interest. *fter the sales tal4 had 2een completed the salesman hesitated, waiting for some signs of PyesP or PnoP from his prospecti1e client. Thin4ing that perhaps he had not made the sales tal4 Muite strong enough, he 2riefly went o1er the merits of the course he was selling, a second time. Still there was no response from the prospecti1e student. F&$GF

+O man may 2ecome an accurate thin4er until he learns how to separate mere gossip and information from facts.

F&$HF

The salesman then as4ed the direct Muestion, P(ou want this course, do you notLP !n a slow, drawling tone of 1oice, the real estate man repliedO PWell, ! hardly 4now whether ! do or not.P +o dou2t he was telling the truth, 2ecause he was one of the millions of men who find it hard to reach decisions. Being an a2le Eudge of human nature the salesman then arose, put on his hat, placed his literature 2ac4 in his 2rief case and made ready to lea1e. Then he resorted to tactics which were somewhat drastic, and too4 the real estate man 2y surprise with this startling statementO P! am going to ta4e it upon myself to say something to you that you will not li4e, 2ut it may 2e of help to you. PTa4e a loo4 at this office in which you wor4$ The floor is dirty? the walls are dusty? the typewriter you are using loo4s as if it might 2e the one -r. +oah used in the *r4 during the 2ig flood? your pants are 2agged at the 4nees? your collar is dirty? your face is unsha1ed, and you ha1e a loo4 in your eyes that tells me you are defeated. PPlease go ahead and get mad : that6s Eust what ! want you to do, 2ecause it may shoc4 you into doing some thin4ing that will 2e helpful to you and to those who are dependent upon you. P! can see, in my imagination, the home in which you li1e. Se1eral little children, none too well dressed, and perhaps none too well fed? a mother whose dress is three seasons out of style, whose eyes carry the same loo4 of defeat that yours do. This little woman whom you married has stuc4 2y you 2ut you ha1e not made good in life as she had hoped, when you were first married, that you would. PPlease remem2er that ! am not now tal4ing to a prospecti1e student, 2ecause ! would not sell you this course at TH!S P*)T!.U *) -O-"+T if you offered to pay cash in ad1ance, 2ecause if ! did you would not ha1e the initiati1e to complete it, and we want no failures on our student list. PThe tal4 ! am now gi1ing you will ma4e it impossi2le, perhaps, for me e1er to sell you anything, 2ut it is going to do something for you that has ne1er 2een done 2efore, pro1iding it ma4es you thin4. P+ow, ! will tell you in a 1ery few words eBactly why you are defeated? why you are pec4ing out letters on an old typewriter, in an old dirty office, in a little townO !T !S B".*US" (OU #O +OT H*," TH" POW") TO )"*.H * #".!S!O+< P*ll your life you ha1e 2een forming the ha2it of dodging the responsi2ility of reaching decisions, until you ha1e come, now, to where it is well:nigh impossi2le for you to do so. P!f you had told me that you wanted the course, or that you did not want it, ! could ha1e sympathi;ed with you, 2ecause ! would ha1e 4nown that lac4 of funds was what caused you to hesitate, 2ut what did you sayL Why, you admitted you did not 4now whether you wanted it or not. P!f you will thin4 o1er what ! ha1e said ! am sure you will ac4nowledge that it has 2ecome a ha2it with you to dodge the responsi2ility of reaching clear:cut decisions on practically all matters that affect you.P The real estate man sat glued in his chair, with his under Eaw dropped, his eyes 2ulged in astonishment, 2ut he made no attempt to answer the 2iting indictment. The salesman said good:2ye and started for the door. *fter he had closed the door 2ehind him he again opened it, wal4ed 2ac4 in, with a smile on his face, too4 his seat in front of the astonished real estate man, and eBplained his conduct in this wayO P! do not 2lame you at all if you feel hurt at my remar4s. !n fact ! sort of hope that you ha1e 2een offended, 2ut now let me say this, man to man, that ! thin4 you ha1e intelligence and ! am sure you ha1e a2ility, 2ut you ha1e fallen into a ha2it that has whipped you. +o man is e1er down and out until he is under the sod. (ou may 2e temporarily down, 2ut you can get up again, and ! am Eust sportsman enough to gi1e you my hand and offer you a lift, if you will accept my apologies for what ! ha1e said. F&$KF

P(ou do not 2elong in this town. (ou would star1e to death in the real estate 2usiness in this place, e1en if you were a eader in your field. /et yourself a new suit of clothes, e1en if you ha1e to 2orrow the money with which to do it, then go o1er to St. ouis with me and ! will introduce you to a real estate man who will gi1e you a chance to earn some money and at the same time teach you some of the important things a2out this line of wor4 that you can capitali;e later on. P!f you ha1en6t enough credit to get the clothes you need ! will stand good for you at a store in St. ouis where ! ha1e a charge account. ! am in earnest and my offer to help you is 2ased upon the highest moti1e that can actuate a human 2eing. ! am successful in my own field, 2ut ! ha1e not always 2een so. ! went 6through Eust what you are now going through, 2ut, the important thing is that ! W"+T TH)OU/H !T, and got it o1er with, 3UST *S (OU *)" /O!+/ TO #O !F (OU W! FO OW -( *#,!.". PWill you come with meLP The real estate man started to arise, 2ut his legs wo22led and he san4 2ac4 into his chair. #espite the fact that he was a great 2ig fellow, with rather pronounced manly Mualities, 4nown as the Phe:manP type, his emotions got the 2etter of him and he actually wept. He made a second attempt and got on his feet, shoo4 hands with the salesman, than4ed him for his 4indness, and said he was going to follow the ad1ice, 2ut he would do so in his own way. .alling for an application 2lan4 he signed for the course on Salesmanship and Business -anagement, made the first payment in nic4els and dimes, and told the salesman he would hear from him again. Three years later this real estate man had an organi;ation of siBty salesmen, and one of the most successful real estate 2usinesses in the city of St. ouis. The author of this course 8who was ad1ertising manager of the aSalle "Btension Uni1ersity at the time this incident happened9 has 2een in this real estate man6s office many times and has o2ser1ed him o1er a period of more than fifteen years. He is an entirely different man from the person inter1iewed 2y the aSalle salesman o1er fifteen years ago, and the thing that made him different is the same that will ma4e (OU differentO it is the power of #".!S!O+ which is so essential to eadership. This real estate man is now a eader in the real estate field. He is directing the efforts of other salesmen and helping them to 2ecome more efficient. This one change in his philosophy has turned temporary defeat into success. "1ery new salesman who goes to wor4 for this man is called into his pri1ate office, 2efore he is employed, and told the story of his own transformation, word for word Eust as it occurred when the aSalle salesman first met him in his sha22y little real estate office.

SSSSSSSS
Some eighteen years ago the author of this course made his first trip to the little town of um2erport, W. ,a. *t that time the only means of transportation leading from .lar4s2urg, the largest near:2y center, to um2erport, was the Baltimore 5 Ohio )ailroad and an interur2an electric line which ran within three miles of the town? one could wal4 the three miles if he chose. Upon arri1al at .lar4s2urg ! found that the only train going to um2erport in the forenoon had already gone, and not wishing to wait for the later afternoon train ! made the trip 2y trolley, with the intention of wal4ing the three miles. On the way down the rain 2egan to pour, and those three miles had to 2e na1igated on foot, through deep yellow mud. When ! arri1ed at um2erport my shoes and pants were muddy, and my disposition was none the 2etter for the eBperience. The first person ! met was ,. . Hornor, who was then cashier of the um2erport Ban4. !n a rather loud tone of 1oice ! as4ed of him,PWhy do you not get that trolley line eBtended from the Eunction o1er to um2erport so your friends can get in and out of town without drowning in mudLP F&$NF

-*ST")( of the Fifteen aws of Success is the eMui1alent of an insurance policy against failure. :Samuel /ompers

F&$'F

P#id you see a ri1er with high 2an4s, at the edge of the town, as you came inLP he as4ed. ! replied that ! had seen it. PWell,Phe continued, Pthat6s the reason we ha1e no street cars running into town. The cost of a 2ridge would 2e a2out Q$@@,@@@.@@, and that is more than the company owning the trolley line is willing to in1est. We ha1e 2een trying for ten years to get them to 2uild a line into town.P PTrying<P ! eBploded. PHow hard ha1e you triedLP PWe ha1e offered them e1ery inducement we could afford, such as free right of way from the Eunction into the town, and free use of the streets, 2ut that 2ridge is the stum2ling 2loc4. They simply will not stand the eBpense. .laim they cannot afford such an eBpense for the small amount of re1enue they would recei1e from the three mile eBtension.P Then the aw of Success philosophy 2egan to come to my rescue< ! as4ed -r. Hornor if he would ta4e a wal4 o1er to the ri1er with me, that we might loo4 at the spot that was causing so much incon1enience. He said he would 2e glad to do so. When we got to the ri1er ! 2egan to ta4e in1entory of e1erything in sight. ! o2ser1ed that the Baltimore 5 Ohio )ailroad trac4s ran up and down the ri1er 2an4s, on 2oth sides of the ri1er? that the county road crossed the ri1er on a ric4ety wooden 2ridge, 2oth approaches to which were o1er se1eral strands of railroad trac4, as the railroad company had its switching yards at that point. While we were standing there a freight train 2loc4ed the crossing and se1eral teams stopped on 2oth sides of the train, waiting for an opportunity to get through. The train 4ept the road 2loc4ed for a2out twenty:fi1e minutes. With this com2ination of circumstances in mind it reMuired 2ut little imagination to see that TH)"" #!FF")"+T P*)T!"S were or could 2e interested in the 2uilding of the 2ridge such as would 2e needed to carry the weight of a streetcar. !t was o21ious that the Baltimore 5 Ohio )ailroad .ompany would 2e interested in such a 2ridge, 2ecause that would remo1e the county road from their switching trac4s, and sa1e them a possi2le accident on the crossing, to say nothing of much loss of time and eBpense in cutting trains to allow teams to pass. !t was also o21ious that the .ounty .ommissioners would 2e interested in the 2ridge, 2ecause it would raise the county road to a 2etter le1el and ma4e it more ser1icea2le to the pu2lic. *nd, of course the street railway company was interested in the 2ridge, 2ut !T #!# +OT W!SH TO P*( TH" "+T!)" .OST. *ll these facts passed through my mind as ! stood there and watched the freight train 2eing cut for the traffic to pass through. * #"F!+!T" .H!"F *!- too4 place in my mind. *lso, a definite plan for its attainment. The neBt day ! got together a committee of townspeople, consisting of the mayor, councilmen and some leading citi;ens, and called on the #i1ision Superintendent of the Baltimore 5 Ohio )ailroad .ompany, at /rafton. We con1inced him that it was worth one third of the cost of the 2ridge to get the county road of this company6s trac4s. +eBt we went to the .ounty .ommissioners and found them to 2e Muite enthusiastic o1er the possi2ility of getting a new 2ridge 2y paying for only one third of it. They promised to pay their one third pro1iding we could arrange for the other two thirds. We then went to the president of the Traction .ompany that owned the trolley line, at Fairmont, and laid 2efore him an offer to donate all the rights of way and pay for two thirds of the cost of the 2ridge pro1iding he would 2egin 2uilding the line into town promptly. We found him recepti1e, also. Three wee4s later a contract had 2een signed 2etween the Baltimore 5 Ohio )ailroad .ompany, the -onongahela ,alley Traction .ompany and the .ounty .ommissioners of Harrison .ounty, pro1iding for the construction of the 2ridge, one third of its cost to 2e paid 2y each. Two months later the right of way was 2eing graded and the 2ridge was under way, and three months after that street cars were running into um2erport on regular schedule. F&$%F

This incident meant much to the town of um2erport, 2ecause it pro1ided transportation that ena2led people to get in and out of the town without undue effort. !t also meant a great deal to me, 2ecause it ser1ed to introduce me as one who Pgot things done.P Two 1ery definite ad1antages resulted from this transaction. The .hief .ounsel for the Traction .ompany ga1e me a position as his assistant, and later on it was the means of an introduction which led to my appointment as the ad1ertising manager of the aSalle "Btension Uni1ersity. um2erport, W. ,a., was then, and still is a small town, and .hicago was a large city and located a considera2le distance away, 2ut news of !nitiati1e and eadership has a way of ta4ing on wings and tra1eling. Four of the Fifteen aws of Success were com2ined in the transaction descri2ed, namelyO * #"F!+!T" .H!"F *!-, S" F:.O+F!#"+.", !-*/!+*T!O+ and !+!T!*T!," and "*#")SH!P. The aw of #O!+/ -O)" TH*+ P*!# FO) also entered, somewhat, into the transaction, 2ecause ! was not offered anything and in fact did not eBpect pay for what ! did. To 2e perfectly fran4 ! appointed myself to the Eo2 of getting the 2ridge 2uilt more as a sort of challenge to those who said it could not 2e done than ! did with the eBpectation of getting paid for it. By my attitude ! rather intimated to -r. Hornor that ! could get the Eo2 done, and he was not slow to snap me up and put me to the test. !t may 2e helpful to call attention here to the part which !-*/!+*T!O+ played in this transaction. For ten years the townspeople of um2erport had 2een trying to get a street car line 2uilt into town. !t must not 2e concluded that the town was without men of a2ility, 2ecause that would 2e inaccurate. !n fact there were many men of a2ility in the town, 2ut they had 2een ma4ing the mista4e which is so commonly made 2y us all, of trying to sol1e their pro2lem through one single source, whereas there were actually TH)"" SOU)."S of solution a1aila2le to them. Q$@@,@@@.@@ was too much for one company to assume, for the construction of a 2ridge, 2ut when the cost was distri2uted 2etween three interested parties the amount to 2e 2orne 2y each was more reasona2le. The Muestion might 2e as4edO PWhy did not some of the local townsmen thin4 of this three:way solutionLP !n the first place they were so close to their pro2lem that they failed to ta4e a perspecti1e, 2ird6s:eye 1iew of it, which would ha1e suggested the solution. This, also, is a common mista4e, and one that is always a1oided 2y great eaders. !n the second place these townspeople had ne1er 2efore co:ordinated their efforts or wor4ed as an organi;ed group with the sole purpose in mind of finding a way to get a street car line 2uilt into town. This, also, is another common error made 2y men in all wal4s of life:that of failure to wor4 in unison, in a thorough spirit of cooperation. !, 2eing an outsider, had less difficulty in getting co:operati1e action than one of their own group might ha1e had. Too often there is a spirit of selfishness in small communities which prompts each indi1idual to thin4 that his ideas should pre1ail. !t is an important part of the eader6s responsi2ility to induce people to su2ordinate their own ideas and interests for the good of the whole, and this applies to matters of a ci1ic, 2usiness, social, political, financial or industrial nature. Success, no matter what may 2e one6s conception of that term, is nearly always a Muestion of one6s a2ility to get others to su2ordinate their own indi1idualities and follow a eader. The eader who has the Personality and the !magination to induce his followers to accept his plans and carry them out faithfully is always an a2le eader. The neBt lesson, on !-*/!+*T!O+, will ta4e you still further into the art of tactful eadership. !n fact eadership and !magination are so closely allied and so essential for success that one cannot 2e successfully applied without the other. !nitiati1e is the mo1ing force that pushes the eader ahead, 2ut !magination is the guiding spirit that tells him which way to go. F&&@F

T!-" is the mighty hand that roc4s the eternal cradle of progress and nurses struggling humanity through that period when man needs protection against his own ignorance.

F&&$F

!magination ena2led the author of this course to analy;e the um2erport 2ridge pro2lem, 2rea4 it up into its three component parts, and assem2le these parts in a practical wor4ing plan. +early e1ery pro2lem may 2e so 2ro4en up into parts which are more easily managed, as parts, than they are when assem2led as a whole. Perhaps one of the most important ad1antages of !magination is that it ena2les one to separate all pro2lems into their component parts and to reassem2le them in more fa1ora2le com2inations. !t has 2een said that all 2attles in warfare are won or lost, not on the firing line, after the 2attle 2egins, 2ut 2ac4 of the lines, through the sound strategy, or the lac4 of it, used 2y the generals who plan the 2attles. What is true of warfare is eMually true in 2usiness, and in most other pro2lems which confront us throughout life. We win or lose according to the nature of the plans we 2uild and carry out, a fact which ser1es to emphasi;e the 1alue of the aws of !nitiati1e and eadership, !magination, Self:confidence and a #efinite .hief *im. 3ith the i%telli e%t &se of these fo&r la(s o%e "ay b&ild pla%s, for a%y p&rpose (hatsoever, (hich ca%%ot be defeated by a%y perso% or ro&p of perso%s (ho do %ot e"ploy or &%dersta%d these la(s# There is no escape from the truth here stated< O)/*+!R"# "FFO)T is effort which is directed according to a plan that was concei1ed with the aid of !magination, guided 2y a #efinite .hief *im, and gi1en momentum with !nitiati1e and Self: confidence. These four laws 2lend into one and 2ecome a power in the hands of a eader. Without their aid effecti1e leadership is impossi2le.

SSSSSSSS
(ou are now ready for the lesson on !magination. )ead that lesson with the thought in mind of all that has 2een here stated and it will ta4e on a deeper meaning.

F&&&F

!F" !S +OT * /OB "T TO B" #)*!+"#? !T !S * -"*SU)" TO B" F! "#. :Hadley.

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INTOLERANCE An A te"+t!e+Lesson ,isit Wit! t!e A#t!o"

If yo& "&st ive expressio% to pre0&dice a%d hatred a%d i%tolera%ce, do %ot spea' it, b&t (rite it) (rite it i% the sa%ds, %ear the (ater/s ed e# W!en t!e da2n o Inte&&i/ence s!a&& s-"ead o'e" t!e easte"n !o"i7on o !#.an -"o/"ess4 and I/no"ance and S#-e"stition s!a&& !a'e &e t t!ei" &ast oot-"ints on t!e sands o ti.e4 it 2i&& 1e "eco"ded in t!e &ast c!a-te" o t!e 1oo3 o .anCs c"i.es t!at !is .ost /"ie'o#s sin 2as t!at o Into&e"ance. T!e 1itte"est into&e"ance /"o2s o#t o "e&i/io#s4 "acia& and econo.ic -"eE#dices and di e"ences o o-inion. Ho2 &on/4 O God4 #nti& 2e -oo" .o"ta&s 2i&& #nde"stand t!e o&&$ o t"$in/ to dest"o$ one anot!e" 1eca#se 2e a"e o di e"ent "e&i/io#s 1e&ie s and "acia& tendencies) O#" a&&otted ti.e on t!is ea"t! is 1#t a &eetin/ .o.ent. Li3e a cand&e4 2e a"e &i/!ted4 s!ine o" a .o.ent4 and &ic3e" o#t. W!$ can 2e not &ea"n to so &i'e d#"in/ t!is 1"ie ea"t!&$ 'isit t!at 2!en t!e /"eat Ca"a'an ca&&ed Deat! d"a2s #- and anno#nces t!is 'isit co.-&eted 2e 2i&& 1e "ead$ to o&d o#" tents and si&ent&$ o&&o2 o#t into t!e /"eat #n3no2n 2it!o#t ea" and t"e.1&in/) I a. !o-in/ t!at I 2i&& ind no Fe2s o" Genti&es4 Cat!o&ics o" P"otestants4 Ge".ans4 En/&is!.en o" F"enc!.en 2!en I s!a&& !a'e c"ossed t!e 1a" to t!e ot!e" side. I a. !o-in/ t!at I 2i&& ind t!e"e on&$ !#.an So#&s4 B"ot!e"s and Siste"s a&&4 #n.a"3ed 1$ "ace4 c"eed o" co&o"4 o" I s!a&& 2ant to 1e done 2it! into&e"ance so I .a$ "est in -eace t!"o#/!o#t ete"nit$. (OU will see at the top of the pre1ious page a picture U!61e actually com2ined these two pages for an easier read, so it now appears on this pageV which descri2es the futility of com2at. The two male deer ha1e engaged in a fight to the finish, each 2elie1ing that he will 2e the winner. Off at the side the female awaits the 1ictor, little dreaming that tomorrow the 2ones of 2oth com2atants will 2e 2leaching in the sun. F&&GF

PPoor foolish animals,P someone will say. Perhaps, 2ut not 1ery different from the man family. -an engages his 2rothers in mortal com2at 2ecause of competition. The three maEor forms of competition are seB, economic and religious in nature.

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Twenty years ago a great educational institution was doing a thri1ing 2usiness and rendering a worthy ser1ice to thousands of students. The two owners of the school married two 2eautiful and talented young women, who were especially accomplished in the art of piano playing. The two wi1es 2ecame in1ol1ed in an argument as to which one was the more accomplished in this art. The disagreement was ta4en up 2y each of the hus2ands. They 2ecame 2itter enemies. +ow the 2ones of that once prosperous school Plie 2leaching in the sun.P The two 2uc4s shown in the picture a2o1e loc4ed horns o1er the attention of the doe. The two Pman 2uc4sP loc4ed horns o1er the selfsame impulse.

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!n one of the great industrial plants two young foremen Ploc4ed hornsP 2ecause one recei1ed a promotion which the other 2elie1ed he should ha1e had. For more than fi1e years the silent undertow of hatred and intolerance showed itself. The men under each of the foremen 2ecame inoculated with the spirit of disli4e which they saw cropping out in their superiors. Slowly the spirit of retaliation 2egan to spread o1er the entire plant. The men 2ecame di1ided into little cliMues. Production 2egan to fall off. Then came financial difficulty and finally 2an4ruptcy for the company. +ow the 2ones of a once prosperous 2usiness Plie 2leaching in the sun,P and the two foremen and se1eral thousand others were compelled to start all o1er again, in another field.

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#own in the mountains of West ,irginia li1ed two peaceful families of mountain:fol4 T the Hatfields and the -c.oys. They had 2een friendly neigh2ors for three generations. * ra;or:2ac4 pig 2elonging to the -c.oy family crawled through the fence into the Hatfield family6s cornfield. The Hatfields turned their hound loose on the pig. The -c.oys retaliated 2y 4illing the dog. Then 2egan a feud that has lasted for three generations and cost many li1es of the Hatfields and -c.oys. !n a fashiona2le su2ur2 of Philadelphia certain gentlemen of wealth ha1e 2uilt their homes. !n front of each house the word P!+TO ")*+."P is written. One man 2uilds a high steel fence in front of his house. The neigh2or neBt to him, not to 2e outdone, 2uilds a fence twice as high. *nother 2uys a new motor car and the man neBt door goes him one 2etter 2y purchasing two new cars. One remodels his house adding a colonial style porch. The man neBt door adds a new porch and a Spanish style garage for good measure. The 2ig mansion on top of the hill gi1es a reception which 2rings a long line of motor cars filled with people who ha1e nothing in particular in common with the host. Then follows a series of PreceptionsP all down the Pgold:coastP line, each trying to outshine all the others. The P-isterP 82ut they don6t call him that in fashiona2le neigh2orhoods9 goes to 2usiness in the 2ac4 seat of a )olls )oyce that is managed 2y a chauffeur and a footman. Why does he go to 2usinessL To ma4e money, of course< Why does he want more money when he already has millions of dollarsL So he can 4eep on out:doing his wealthy neigh2ors. Po1erty has some ad1antages : it ne1er dri1es those who are po1erty:stric4en to Ploc4 hornsP in the attempt to out:po1erty their neigh2ors. Where1er you see men with their Phorns loc4edP in conflict you may trace the cause of the com2at F&&HF

to one of the three causes of intolerance T religious difference of opinion, economic competition or seB competition. The neBt time you o2ser1e two men engaged in any sort of hostility toward each other, Eust close your eyes and TH!+> for a moment and you may see them, in their transformed nature, 1ery much resem2ling the male deer shown in the picture a2o1e. Of fat one side you may see the o2Eect of the com2at : a pile of gold, a religious em2lem or a female 8or females9. )emem2er, the purpose of this essay is to tell some of the T)UTH a2out human nature, with the o2Eect of causing its readers to TH!+>. !ts writer see4s no glory or praise, and li4ely he will recei1e neither in connection with this particular su2Eect. *ndrew .arnegie and Henry .. Fric4 did more than any other two men to esta2lish the steel industry. Both made millions of dollars for themsel1es. .ame the day when economic intolerance sprang up 2etween them. To show his contempt for Fric4, .arnegie 2uilt a tall s4y:scraper and named it the P.arnegie Building.P Fric4 retaliated 2y erecting a much taller 2uilding, alongside of the .arnegie Building, naming it the PFric4 Building.P These two gentlemen Ploc4ed hornsP in a fight to the finish, .arnegie lost his mind, and perhaps more, for all we of this world 4now. What Fric4 lost is 4nown only to himself and the 4eeper of the /reat )ecords. !n memory their P2ones lie 2leaching in the sunP of posterity. The steel men of today are managing things differently. !nstead of loc4ing horns they now Pinterloc4 directorates,P with the result that each is Practically a solidified, strong unit of the whole industry. The steel men of today understand the difference 2etween the meaning of the words .O-P"T!T!O+ and .O:OP")*T!O+? a difference which the remainder of us would do well to understand, also.

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!n "ngland the men who own the mines and those who run the la2or unions Ploc4ed horns.P Had not the cooler heads unloc4ed those horns the 2ones of the British empire 8including 2oth the owners of industry and the la2or unions9 should soon ha1e lain P2leaching in the sun.P One year of open com2at 2etween the unions and the owners of industry, in /reat Britain, would ha1e meant annihilation of the British empire. The other nations of the world would ha1e gra22ed all the economic machinery now controlled 2y Britain. et the leaders of *merican industry and unionism not forget<

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Fifteen factors enter into the attainment of SU.."SS. One of these is TO ")*+.". The other fourteen are mentioned many times in this series of lessons. !ntolerance 2inds man6s legs with the shac4les of !/+O)*+." and co1ers his eyes with the scales of F"*) *+# SUP")ST!T!O+. !ntolerance closes the 2oo4 of 4nowledge and writes on the co1er POpen not this 2oo4 again. The last word has 2een herein written.P !t is not your #UT( to 2e tolerant? it is your P)!,! "/"< )emem2er, as you read this article, that sowing the seed of !+TO ")*+." is the sole and eBclusi1e 2usiness of some men. *ll wars and all stri4es and all other forms of human suffering 2ring profit to SO-". !f this were not true there would 2e no wars or stri4es or other similar forms of hostility. !n the United States today there is a well organi;ed system of propaganda, the o2Eect of which is to stir up strife and hostility 2etween the owners of industries and those who wor4 in those industries. Ta4e another loo4 at the picture at the 2eginning of this article and you may see what will happen to all who F&&KF

loc4 horns in la2or disagreements, and remem2er that it is always the 2ones of the wor4ers 8and not those of the leaders of either the unions or the industries9 that Plie 2leaching in the sunP after the fight is o1er.

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When you feel yourself preparing to Ploc4 hornsP with someone remem2er that it will 2e more profita2le if you O.> H*+#S instead< * warm, hearty hand:sha4e lea1es no 2ones 2leaching in the sun. P O," is the only 2ow on life6s dar4 cloud. !t is the -orning and the "1ening Star. !t shines upon the cradle of the 2a2e, and sheds its radiance upon the Muiet tom2. !t is the mother of *rt, inspirer of poet, patriot and philosopher. !t is the air and light of e1ery heart, 2uilder of e1ery home, 4indler of e1ery fire on e1ery hearth. !t was the first to dream of immortality. !t fills the world with melody, for -usic is the 1oice of o1e. o1e is the magician, the enchanter, that changes worthless things to Eoy, and ma4es right royal 4ings and Mueens of common clay. !t is the perfume of the wondrous flower: the heart :and without that sacred passion, that di1ine swoon, we are less than 2easts? 2ut with it, earth is hea1en and we are godsJ : !+/")SO .ulti1ate O," for your fellow man and you will no longer want to loc4 horns with him in futile com2at. o1e ma4es e1ery man his 2rother6s 4eeper. o1e, indeed, is light from hea1en? * spar4 of that immortal fire With angels shared, 2y *llah gi1en, To lift from earth our low desire. #e1otion wafts the mind a2o1e, But hea1en itself descends in lo1e? * feeling from the /odhead caught, To wean from self each sordid thought? * ray of Him who form6d the whole? * glory circling round the soulO B()O+.

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+O O+" H*S /!,"+ (OU *+ OPPO)TU+!T(L H*S !T ",") O..U))"# TO (OU TO .)"*T" OPPO)TU+!T( FO) (OU)S" FL

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THE LAW OF SUCCESS

In Sixteen Lessons

Napoleon Hill

Teaching, for the First Time in the History of the World, the True Philosophy upon which all Personal Success is Built.

Originally PUB !SH"# in $%&' B( The )* STO+ U+!,")S!T( P)"SS -")!#"+, .O++.

.OP()!/HT, $%&', B( +*PO "O+ H! 000000 *ll )ights )eser1ed

Pu2lished By 3ames ). Henry *ctor, Filmma4er, 5 Business Owner

Printed in the US*

esson SiB !-*/!+*T!O+

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! .* TH*T -*+ !# " WHO -!/HT B" B"TT") "-P O("#. : Socrates

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THE LAW OF SUCCESS Lesson Si0 IMAGINATION

"You Can Do t if You !elie"e You Can#$
!-*/!+*T!O+ is the wor4shop of the human mind wherein old ideas and esta2lished facts may 2e reassem2led into new com2inations and put to new uses. The modern dictionary defines imagination as followsO PThe act of constructi1e intellect in grouping the materials of 4nowledge or thought into new, original and rational systems? the constructi1e or creati1e faculty? em2racing poetic, artistic, philosophic, scientific and ethical imagination. PThe picturing power of the mind? the formation of mental images, pictures, or mental representation of o2Eects or ideas, particularly of o2Eects of sense perception and of mathematical reasoning< *lso the reproduction and com2ination, usually with more or less irrational or a2normal modification, of the images or ideas of memory or recalled facts of eBperience.P !magination has 2een called the creati1e power of the soul, 2ut this is somewhat a2stract and goes more deeply into the meaning than is necessary from the 1iewpoint of a student of this course who wishes to use the course only as a means of attaining material or monetary ad1antages in life. !f you ha1e mastered and thoroughly understood the preceding lessons of this )eading .ourse you 4now that the materials out of which you 2uilt your defi%ite chief ai" were assem2led and com2ined in your imagination. (ou also 4now that self-co%fide%ce and i%itiative and leadership must 2e created in your imagination 2efore they can 2ecome a reality, for it is in the wor4shop of your imagination that you will put the principle of *uto:suggestion into operation in creating these necessary Mualities. This lesson on imagination might 2e called the Phu2P of this )eading .ourse, 2ecause e1ery lesson of the course leads to this lesson and ma4es use of the principle upon which it is 2ased, Eust as all the telephone wires lead to the eBchange office for their source of power. (ou will ne1er ha1e a defi%ite p&rpose in life, you will ne1er ha1e self-co%fide%ce, you will ne1er ha1e i%itiative and leadership unless you first create these Mualities in your imagination and see yourself in possession of them. 3ust as the oa4 tree de1elops from the germ that lies in the acorn, and the 2ird de1elops from the germ that lies asleep in the egg, so will your material achie1ements grow out of the or a%i,ed plans that you create in your i"a i%atio%# First comes the thought? then, organi;ation of that thought into ideas and plans? then transformation of those plans into reality. The 2eginning, as you will o2ser1e, is in your i"a i%atio%# The imagination is 2oth interpretati1e and creati1e in nature. !t can eBamine facts, concepts and ideas, and it can create new com2inations and plans out of these. Through its interpretati1e capacity the imagination has one power not generally attri2uted to it? namely, the power to register 1i2rations and thought wa1es that are put into motion from outside sources, Eust as the radio:recei1ing apparatus pic4s up the 1i2rations of sound. The principle through which this interpretati1e capacity of the imagination functions is called telepathy? the communication of thought from one mind to another, at long or short distances, without the aid of physical or mechanical appliances, in the manner eBplained in the !ntroductory esson of this course. F&CCF

Telepathy is an important factor to a student who is preparing to ma4e effecti1e use of imagination, for the reason that this telepathic capacity of the imagination is constantly pic4ing up thought wa1es and 1i2rations of e1ery description. So:called Psnap:EudgmentP and Phunches,P which prompt one to form an opinion or decide upon a course of action that is not in harmony with logic and reason, are usually the result of stray thought wa1es that ha1e registered in the imagination. The recently de1eloped radio apparatus has ena2led us to understand that the elements of the ether are so sensiti1e and ali1e that all manner of sound wa1es are constantly flying here and there with lightning:li4e speed. (ou ha1e only to understand the modern radio outfit to understand, also, the principle of telepathy. So well has this principle 2een esta2lished, through psychological research, that we ha1e a2undance of proof that two minds which are properly attuned and in harmony with each other may send and recei1e thought at long distances without the aid of mechanical apparatus of any sort. )arely ha1e two minds 2ecome so well attuned that un2ro4en chains of thought could 2e registered in this manner, 2ut there is e1idence sufficient to esta2lish the fact that parts of organi;ed thought ha1e 2een pic4ed up. That you may understand how closely interwo1en are the fifteen factors upon which this )eading .ourse is 2ased, consider, for eBample, what happens when a salesman who lac4s confidence in himself, and in his goods, wal4s into see a prospecti1e 2uyer. Whether the prospecti1e 2uyer is conscious of it or not, his imagination immediately PsensesP that lac4 of confidence in the salesman6s mind. The salesman6s own tho& hts are actually undermining his efforts. This will eBplain, from another angle, why selfco%fide%ce is one of the most important factors entering into the great struggle for success. The principle of telepathy and the law of attraction, through which li4e attracts li4e, eBplain many a failure. !f the mind has a tendency to attract from the ether those thought 1i2rations which harmoni;e with the dominating thoughts of a gi1en mind, you can easily understand why a negati1e mind that dwells upon failure and lac4s the 1itali;ing force of self:confidence would not attract a positi1e mind that is dominated 2y thoughts of s&ccess# Perhaps these eBplanations are somewhat a2stract to the student who has not made any particular study of the functioning processes of the mind, 2ut it seems necessary to inEect them into this lesson as a means of ena2ling the student to understand and ma4e practical use of the su2Eect of this lesson. The imagination is too often regarded merely as an indefinite, untracea2le, indescri2a2le something that does nothing 2ut create fiction. !t is this popular disregard of the powers of the imagination that has made necessary these more or less a2stract references to one of the most important su2Eects of this course. +ot only is the su2Eect of imagination an important factor in this course? 2ut, it is one of the most interesting su2Eects, as you will o2ser1e when you 2egin to see how it affects all that you do toward the achie1ement of your defi%ite chief ai"# (ou will see how important is the su2Eect of imagination when you stop to reali;e that it is the only thing in the world o1er which you ha1e a2solute control. Others may depri1e you of your material wealth and cheat you in a thousand ways, 2ut no man can depri1e you of the control and use of your imagination. -en may deal with you unfairly, as men often do? they may depri1e you of your li2erty, 2ut they ca%%ot ta4e from you the pri1ilege of using your i"a i%atio% as you wish. The most inspiring poem in all literature was written 2y eigh Hunt, while he was a po1erty: stric4en prisoner in an "nglish prison, where he had 2een unEustly confined 2ecause of his ad1anced 1iews on politics. This poem is entitled *2ou Ben *dhem, and it is here re:printed as a reminder that one of the great things a man may do, in his own imagination, is to forgi1e those who ha1e dealt unEustly with himO *2ou Ben *dhem 8may his tri2e increase9 *wo4e one night from a deep dream of peace, *nd saw within the moonlight of his room, F&CGF

TH" -*+ WHO S *+#")S H!S F" OW-*+ U+:W!TT!+/ ( U+.O,")S TH" )"* +*TU)" OF H!S !++") S" F.

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-a4ing it rich and li4e a lily in 2loom, *n angel writing in a 2oo4 of gold, "Bceeding peace had made Ben *dhem 2old, *nd to the presence in the room he saidO PWhat writest thouLP : the 1ision raised its head, *nd, with a loo4 made of all sweet accord, *nswered, PThe names of those who lo1e the ord.P P*nd is mine oneLP said *2ou. P+ay, not so,P )eplied the angel, : *2ou spo4e more low, But cheerily still? and said, P! pray thee, then, Write me as one that lo1es his fellow men.P The angel wrote, and 1anished. The neBt night !t came again, with a great wa4ening light, *nd showed the names whom lo1e of /od had 2lessed, *nd, lo< Ben *dhem6s name led all the rest< .i1ili;ation, itself, owes its eBistence to such men as eigh Hunt, in whose fertile i"a i%atio%s ha1e 2een pictured the higher and no2ler standards of human relationship. *2ou Ben *dhem is a poem that will ne1er die, than4s to this man who pictured in his i"a i%atio% the hope of an ideal that is constructi1e. The maEor trou2le with this world today lies in our lac4 of understanding of the power of i"a i%atio%, for if we understood this great power we could use it as a weapon with which to wipe out po1erty and misery and inEustice and persecution, and this could 2e done in a single generation. This is a rather 2road statement, and no one understands 2etter than the author of this course how useless such a statement would 2e if the principle upon which it is founded were not eBplained in terms of the most practical, wor4aday nature? therefore, let us proceed to descri2e what is meant. To ma4e this description understanda2le we must accept as a reality the principle of telepathy, through the operation of which e1ery thought we release is registering itself in the minds of other people. We need de1ote no time to pro1ing that telepathy is a reality, for the reason that this lesson on i"a i%atio% cannot 2e of the slightest 1alue to the student who has not sufficiently informed himself to understand and accept telepathy as an esta2lished principle. We will ta4e it for granted that you are one who accepts and understands this principle. (ou ha1e often heard of Pmo2 psychology,P which is nothing more nor less than some strong, dominating idea that has 2een created in the mind of one or more persons and registers itself in the minds of other persons, through the principle of telepathy. So strong is the power of mo2 psychology that two men fighting in the street will often start a Pfree:for:allP fight in which 2y:standers will engage each other in 2attle without e1en 4nowing what they are fighting a2out, or with whom they are fighting. On armistice day, $%$', we had e1idence in a2undance to pro1e the reality of the principle of telepathy, on a scale such as the world had ne1er 2efore witnessed. ! remem2er, distinctly, the impression made on my mind on that e1entful day. So strong was this impression that it awa4ened me at a2out CO@@ o6cloc4 in the morning, Eust as effecti1ely as if someone had aroused me 2y physical force. *s ! sat up in 2ed ! 4new that something out of the ordinary had happened, and so strange and impelling was the effect of this eBperience that ! got up, dressed myself and went out in the streets of .hicago, where ! was met 2y thousands of others who had felt the touch of the same influence. "1eryone was as4ingO $3hat has happe%ed+$ What had happened was thisO F&CCF

-illions of men had recei1ed instructions to cease fighting, and their com2ined Eoy set into motion a thought wa1e that swept the entire world and made itself felt in e1ery normal mind that was capa2le of registering this thought wa1e. Perhaps ne1er in the history of the world had so many millions of people tho& ht of the sa"e thi% , i% the sa"e "a%%er, at the sa"e ti"e# For once in the history of the world e1ery2ody felt something in common, and the effect of this harmoni;ed thought was the world:wide Pmo2 psychologyP that we witnessed on armistice day. !n connection with this statement it will 2e helpful if you recall what was said a2out the method of creating a P-aster -ind,P through the harmony of thought of two or more persons, in the !ntroductory esson of this course. We will 2ring the application of this principle a little nearer home 2y showing how it may 2e made to ma4e or 2rea4 the harmonious wor4ing relationship of a 2usiness or industry. (ou may not ha1e satisfied yourself that it was the harmony of thought of millions of soldiers that registered in the minds of the, people of the world and caused the Pmo2P psychological condition that was e1erywhere in e1idence on armistice day, 2ut you will need no proof that a disgruntled person always distur2s e1eryone with whom he comes in contact. !t is a well esta2lished fact that one such person in a place of employment will disrupt the entire organi;ation. The time is almost at hand when neither the wor4ers nor the employers will tolerate the typical PgrouchP inside of a place of employment, for the reason that his state of mind registers itself in the minds of those a2out him, resulting in distrust, suspicion and lac4 of harmony. The time is near at hand when the wor4ers in a place of employment will no more tolerate one of their own ran4 and file who is a typical PgrouchP than they would a poisonous sna4e. *pply the principle in another wayO Place among a group of wor4ers one person whose personality is of the positi1e, optimistic type, and who ma4es it his 2usiness to sow the seeds of harmony around the place where he wor4s, and his influence will reflect itself in e1ery person who wor4s with him. !f e1ery 2usiness is Pthe eBtended shadow of one manP as "merson stated, then it 2ehoo1es that one man to reflect a shadow of confidence and good cheer and optimism and harmony, that these Mualities may, in turn, reflect themsel1es in all who are connected with the 2usiness. !n passing to the neBt step in our application of the power of imagination in the attainment of success we will cite some of the most recent and modern eBamples of its use in the accumulation of material wealth and the perfection of some of the leading in1entions of the world. !n approaching this neBt step it should 2e 2orne ill mind that Pthere is nothing new under the sun.P ift, on this earth may 2e li4ened to a great 4aleidoscope 2efore which the scenes and facts and material su2stances are e1er shifting and changing, and all any man can do is to ta4e these facts and su2stances and re:arrange them in new com2inations. The process through which this is done is called i"a i%atio%# We ha1e stated that the imagination is 2oth interpretati1e and creati1e in its nature. !t can recei1e impressions or ideas and out of these it can form new com2inations. *s our first illustration of the power of i"a i%atio% in modern 2usiness achie1ement, we will ta4e the case of .larence Saunders, who organi;ed the Piggly:Wiggly system of self:help grocery stores. Saunders was a grocery cler4 in a small southern retail store. One day he was standing in a line, with a tin tray in his hands, waiting his turn to secure food in a cafeteria. He had ne1er earned more than Q&@.@@ a wee4 2efore that time, and no one had e1er noticed anything a2out him that indicated unusual a2ility, 2ut something too4 place in his mind, as he stood in that line of waiting people, that put his i"a i%atio% to wor4. With the aid of his i"a i%atio% he lifted that Pself:helpP idea out of the cafeteria in which he found it 8not creating anything new, merely shifting an old idea into a new use9 and set it down in a grocery store. !n an instant the Piggly:Wiggly chain:store grocery plan had 2een created and .larence Saunders the twenty:dollar:a:wee4 grocery cler4 rapidly 2ecame the million:dollar chain:store groceryman of *merica. Where, in that transaction, do you see the slightest indication of a performance that you could not F&CGF

!T will ma4e a 2ig difference to you whether you are a person with a message or a person with a grie1ance.

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duplicateL *naly;e this transaction and measure it 2y the pre1ious lessons of this course and you will see that .larence Saunders created a 1ery defi%ite p&rpose# He supported this purpose with sufficient self: confidence to cause him to ta4e the i%itiative to transform it into reality. His i"a i%atio% was the wor4shop in which these three factors, defi%ite p&rpose, self-co%fide%ce and i%itiative were 2rought together and made to supply the momentum for the first step in the organi;ation of the Piggly:Wiggly plan. Thus are great ideas changed into realities. When Thomas *. "dison in1ented the incandescent electric light 2ul2 he merely 2rought together two old, well 4nown principles and associated them in a new com2ination. -r. "dison and practically all others who were informed on the su2Eect of electricity, 4new that a light could 2e produced 2y heating a small wire with electricity, 2ut the difficult pro2lem was to do this without 2urning the wire in two. !n his eBperimental research -r. "dison tried out e1ery concei1a2le sort of wire, hoping to find some su2stance that would withstand the tremendous heat to which it had to 2e su2Eected 2efore a light could 2e produced. His in1ention was half completed, 2ut it was of no practical 1alue until he could find the missing lin4 that would supply the other half. *fter thousands of tests and much com2ining of old ideas in his i"a i%atio%, "dison finally found this missing lin4. !n his study of physics he had learned, as all other students of this su2Eect learn, that there can 2e %o com2ustion without the presence of oBygen. He of course 4new that the difficulty with his electric light apparatus was the lac4 of a method through which to control the heat. When it occurred to him that there could 2e no com2ustion where there was no oBygen he placed the little wire of his electric light apparatus inside of a glass glo2e, shut out all the oBygen, and lo< the mighty incandescent light was a reality. When the sun goes down tonight you step to the wall, press a 2utton and 2ring it 2ac4 again, a performance that would ha1e mystified the people of a few generations ago, and yet there is no mystery 2ac4 of your act. Than4s to the use of "dison6s i"a i%atio%, you ha1e simply 2rought together two principles 2oth of which were in eBistence since the 2eginning of time. +o one who 4new him intimately e1er accredited *ndrew .arnegie with unusual a2ility, or the power of genius, eBcept in one respect, and that was his a2ility to select men who co&ld and (o&ld co: operate in a spirit of harmony, in carrying out his wishes. But what additional a2ility did he need in the accumulation of his millions of dollarsL *ny man who understands the principle of or a%i,ed effort, as .arnegie understood it, and 4nows enough a2out men to 2e a2le to select Eust those types that are needed in the performance of a gi1en tas4, could duplicate all that .arnegie accomplished. .arnegie was a man of i"a i%atio%# He first created a defi%ite p&rpose and then surrounded himself with men who had 6the training and the 1ision and the capacity necessary for the transformation of that purpose into reality. .arnegie did not always create his own plans for the attainment of his defi%ite p&rpose# He made it his 2usiness to 4now what he wanted, then found the men who could create plans through which to procure it. *nd that was not only i"a i%atio%, it was genius of the highest order. But it should 2e made clear that men of -r. .arnegie6s type are not the only ones who can ma4e profita2le use of i"a i%atio%# This great power is as a1aila2le to the 2eginner in 2usiness as it is to the man who has Parri1ed.P One morning .harles -. Schwa26s pri1ate car was 2ac4ed on the side:trac4 at his Bethlehem Steel plant. *s he alighted from his car he was met 2y a young man stenographer who announced that he had come to ma4e sure that any letters or telegrams -r. Schwa2 might wish to write would 2e ta4en care of promptly. +o one told this young man to 2e on hand, 2ut he had enough i"a i%atio% to see that his 2eing there would not hurt his chances of ad1ancement. From that day on, this young man was Pmar4edP for F&CKF

promotion. -r. Schwa2 singled him out for promotion 2ecause he had done that which any of the do;en or so other stenographers in the employ of the Bethlehem Steel .ompany might ha1e done, 2ut didn6t. Today this same man is the president of one of the largest drug concerns in the world and has all of this world6s goods and wares that he wants and much more than he needs. * few years ago ! recei1ed a letter from a young man who had Eust finished Business .ollege, and who wanted to secure employment in my office. With his letter he sent a crisp ten:dollar 2ill that had ne1er 2een folded. The letter read as follows P! ha1e Eust finished a commercial course in a first:class 2usiness college and ! want a position in your office 2ecause ! reali;e how much it would 2e worth to a young man, Eust starting out on his 2usiness career, to ha1e the pri1ilege of wor4ing under the direction of a man li4e you. P!f the enclosed ten:dollar 2ill is sufficient to pay for the time you would spend in gi1ing me my first wee46s instructions ! want you to accept it. ! will wor4 the first month without pay and you may set my wages after that at whate1er ! pro1e to 2e worth. P! want this Eo2 more than ! e1er wanted anything in my life and ! am willing to ma4e any reasona2le sacrifice to get it. ,ery cordially,P This young man got his chance in my office. His imagination gained for him the opportunity that he wanted, and 2efore his first month had eBpired the president of a life insurance company who heard of this incident offered the young man a pri1ate secretary:ship at a su2stantial salary. He is today an official of one of the largest life insurance companies in the world. Some years ago a young man wrote to Thomas *. "dison for a position. For some reason -r. "dison did not reply. By no means discouraged on this account the young man made up his mind that he would not only get a reply from -r. "dison, 2ut what was more important still, he would actually secure the position he sought. He li1ed a long distance from West Orange, +ew 3ersey, where the "dison industries are located, and he did not ha1e the money with which to pay his railroad fare. But he did have i"a i%atio%# He went to West Orange in a freight car, got his inter1iew, told his story in person and got the Eo2 he sought. Today this same man li1es in Bradentown, Florida. He has retired from acti1e 2usiness, ha1ing made all the money he needs. His name, in case you wish to confirm my statements, is "dwin .. Barnes. By using his i"a i%atio%, -r. Barnes saw the ad1antage of close association with a man li4e Thomas *. "dison. He saw that such an association would gi1e him the opportunity to study -r. "dison, and at the same time it would 2ring him in contact with -r. "dison6s friends, who are among the most influential people of the world. These are 2ut a few cases in connection with which ! ha1e personally o2ser1ed how men ha1e clim2ed to high places in the world and accumulated wealth in a2undance 2y ma4ing practical use of their i"a i%atio%# Theodore )oose1elt engra1ed his name on the ta2lets of time 2y one single act during his tenure of office as President of the United States, and after all else that he did while in that office will ha1e 2een forgotten this one transaction will record him in history as a man of i"a i%atio%# He started the steam sho1els to wor4 on the Panama .anal. "1ery President, from Washington on up to )oose1elt, could ha1e started the canal and it would ha1e 2een completed, 2ut it seemed such a colossal underta4ing that it reMuired not only i"a i%atio% 2ut daring courage as well. )oose1elt had 2oth, and the people of the United States ha1e the canal. *t the age of forty : the age at which the a1erage man 2egins to thin4 he is too old to start anything new : 3ames 3. Hill was still sitting at the telegraph 4ey, at a salary of QC@.@@ per month. He had no capital. He had no influential friends with capital, 2ut he did ha1e that which is more powerful than either F&CNF

TH" reason most people do not li4e to hear the story of your trou2les is that they ha1e a 2ig floc4 of their own.

F&C'F

:imagination. !n his mind6s eye he saw a great railway system that would penetrate the unde1eloped northwest and unite the *tlantic and Pacific oceans. So 1i1id was his i"a i%atio% that he made others see the ad1antages of such a railway system, and from there on the story is familiar enough to e1ery school:2oy. ! would emphasi;e the part of the story that most people ne1er mention : that Hill6s /reat +orthern )ailway system 2ecame a reality in his own i"a i%atio% first. The railroad was 2uilt with steel rails and wooden cross ties, Eust as other railroads are 2uilt, and these things were paid for with capital that was secured in 1ery much the same manner that capital for all railroads is secured, 2ut if you want the real story of 3ames 3. Hill6s success you must go 2ac4 to that little country railway station where he wor4ed at QC@.@@ a month and there pic4 up the little threads that he wo1e into a mighty railroad, with materials no more 1isi2le than the thoughts which he organi;ed in his i"a i%atio%# What a mighty power is i"a i%atio%, the wor4shop of the soul, in which tho& hts are wo1en into railroads and s4yscrapers and mills and factories and all manner of material wealth. P! hold it true that thoughts are things? They6re endowed with 2odies and 2reath and wings? *nd that we send them forth to fill The world with good results or ill. That which we call our secret thought Speeds forth to earth6s remotest spot, ea1ing its 2lessings or its woes, i4e trac4s 2ehind it as it goes. We 2uild our future, thought 2y thought, For good or ill, yet 4now it not, (et so the uni1erse was wrought. Thought is another name for fate? .hoose, then, thy destiny and wait, For lo1e 2rings lo1e and hate 2rings hate.P !f your i"a i%atio% is the mirror of your soul, then you ha1e a perfect right to stand 2efore that mirror and see yourself as you wish to 2e. (ou ha1e the right to see reflected in that magic mirror the mansion you intend to own, the factory you intend to manage, the 2an4 of which you intend to 2e president, the station in life you intend to occupy. 4o&r i"a i%atio% 2elongs to you< Use it< The more you use it the more efficiently it will ser1e you. *t the east end of the great Broo4lyn Bridge, in +ew (or4 .ity, an old man conducts a co22ler shop. When the engineers 2egan dri1ing sta4es and mar4ing the foundation place for that great steel structure this man shoo4 his head and said $It ca%/t be do%e*$ +ow he loo4s out from his dingy little shoe:repair shop, sha4es his head and as4s himselfO $Ho( did they do it+$ He saw the 2ridge grow 2efore his 1ery eyes and still he lac4s the i"a i%atio% to analy;e that which he saw. The engineer who planned the 2ridge saw it a reality long 2efore a single sho1el of dirt had 2een remo1ed for the foundation stones. The 2ridge 2ecame a reality in his i"a i%atio% 2ecause he had trained that i"a i%atio% to wea1e new com2inations out of old ideas. Through recent eBperiments in the department of electricity one of our great educational institutions of *merica has disco1ered how to put flowers to sleep and wa4e them up again, with electric Psunlight.P This disco1ery ma4es possi2le the growth of 1egeta2les and flowers without the aid of sunshine. !n a few more years the city dweller will 2e raising a crop of 1egeta2les on his 2ac4 porch, with F&C%F

the aid of a few 2oBes of dirt and a few electric lights, with some new 1egeta2le maturing e1ery month of the year. This new disco1ery, plus a little i"a i%atio%, plus uther Bur2an46s disco1eries in the field of horticulture, and lo< the city dweller will not only grow 1egeta2les all the year around, within the confines of his 2ac4 porch, 2ut he will grow 2igger 1egeta2les than any which the modern gardener grows in the open sunlight. !n one of the cities on the coast of .alifornia all of the land that was suita2le for 2uilding lots had 2een de1eloped and put into use. On one side of the city there were some steep hills that could not 2e used for 2uilding purposes, and on the other side the land was unsuita2le for 2uildings 2ecause it was so low that the 2ac4:water co1ered it once a day. * man of i"a i%atio% came to this city. -en of i"a i%atio% usually ha1e 4een minds, and this man was no eBception. The first day of his arri1al he saw the possi2ilities for ma4ing money out of real estate. He secured an option on those hills that were unsuita2le for use 2ecause of their steepness. He also secured an option on the ground that was unsuita2le for use 2ecause of the 2ac4:water that co1ered it daily. He secured these options at a 1ery low price 2ecause the ground was supposed to 2e without su2stantial 1alue. With the use of a few tons of eBplosi1es he turned those steep hills into loose dirt. With the aid of a few tractors and some road scrapers he le1eled the ground down and turned it into 2eautiful 2uilding lots, and with the aid of a few mules and carts he dumped the surplus dirt on the low ground and raised it a2o1e the water le1el, there2y turning it into 2eautiful 2uilding lots. He made a su2stantial fortune, for (hat+ For remo1ing some dirt from where it was not needed to where it was needed< For "ixi% so"e &seless dirt (ith i"a i%atio%* The people of that little city ga1e this man credit for 2eing a genius? and he was:the same sort of genius that any one of them could ha1e 2een had he used his i"a i%atio% as this man used his. !n the field of chemistry it is possi2le to miB two or more chemical ingredients in such proportions that the mere act of miBing gi1es each of the ingredients a tremendous amount of energy that it did not possess. !t is also possi2le to miB certain chemical ingredients in such proportions that all the i% redie%ts of the co"bi%atio% ta'e o% a% e%tirely differe%t %at&re, as in the case of H&O, which is a miBture of two parts hydrogen and one part oBygen, creating water. .hemistry is not the only field in which a com2ination of 1arious physical materials can 2e so assem2led that each ta4es on a greater 1alue, or the result is a product entirely foreign in nature to that of its component parts. The man who 2lew up those useless hills of dirt and stone and remo1ed the surplus from where it was not needed o1er to the low:land, where it was needed, ga1e that dirt and stone a 1alue that it did not ha1e 2efore. * ton of pig:iron is worth 2ut little. *dd to that pig:iron car2on, silicon, manganese, sulphur and phosphorus, in the right proportions, and you ha1e transformed it into steel, which is of much greater 1alue. *dd still other su2stances, in the right proportion, including some s4illed la2or, and that same ton of steel is transformed into watch:springs worth a small fortune. But, in all these transformation processes the one ingredient that is worth most is the one that has no material form: i"a i%atio%* Here lie great piles of loose 2ric4, lum2er, nails and glass. !n its present form it is worse than useless for it is a nuisance and an eye:sore. But miB it with the architect6s i"a i%atio% and add some s4illed la2or and lo< it 2ecomes a 2eautiful mansion worth a 4ing6s ransom. On one of the great highways 2etween +ew (or4 and Philadelphia stood an old ramshac4le, time: worn 2arn, worth less than fifty dollars. With the aid of a little lum2er and some cement, plus i"a i%atio%, this old 2arn has 2een turned into a 2eautiful automo2ile supply station that earns a small F&G@F

! >+OW ! am here. ! 4now ! had nothing to do with my coming, and ! shall ha1e 2ut little, if anything, to do with my going, therefore ! will not worry 2ecause worries are of no a1ail.

F&G$F

fortune for the man who supplied the i"a i%atio%# *cross the street from my office is a little print:shop that earns coffee and rolls for its owner and his helper, 2ut no more. ess than a do;en 2loc4s away stands one of the most modern printing plants in the world, whose owner spends most of his time tra1eling and has far more wealth than he will e1er use. Twenty:two years ago those two printers were in 2usiness together. The one who owns the 2ig print:shop had the good Eudgment to ally himself with a man who miBed i"a i%atio% with printing. This man of i"a i%atio% is a writer of ad1ertisements and he 4eeps the printing plant with which he is associated supplied with more 2usiness than it can handle 2y analy;ing its clients6 2usiness, creating attracti1e ad1ertising features and supplying the necessary printed material with which to ma4e these features of ser1ice. This plant recei1es top:notch prices for its printing 2ecause the i"a i%atio% miBed with that printing produces a product that most printers cannot supply. !n the city of .hicago the le1el of a certain 2oule1ard was raised, which spoiled a row of 2eautiful residences 2ecause the side:wal4 was raised to the le1el of the second story windows. While the property owners were 2emoaning their ill:fortune a man of i"a i%atio% came along, purchased the property for a Psong,Pcon1erted the second stories into 2usiness property, and now enEoys a handsome income from his rentals. *s you read these lines please 4eep in mind all that was stated in the 2eginning of this lesson? especially the fact that the greatest and most profita2le thing you can do with your i"a i%atio% is the act of rearranging old ideas in new com2inations. !f you properly use your imagination it will help you con1ert your failures and mista4es into assets of priceless 1alue? it will lead you to disco1ery of a truth 4nown only to those who use their i"a i%atio%) namely, that the greatest re1erses and misfortunes of life often open the door to golden opportunities. One of the finest and most highly paid engra1ers in the United States was formerly a mail:carrier. One day he was fortunate enough to 2e on a streetcar that met with an accident and had one of his legs cut off. The street railway company paid him QH,@@@.@@ for his leg. With this money he paid his way through school and 2ecame an engra1er. The product of his hands, plus his i"a i%atio%, is worth much more than he could earn with his legs, as a mail:carrier. He disco1ered that he had i"a i%atio% when it 2ecame necessary to re:direct his efforts, as a result of the street car accident. (ou will ne1er 4now what is your capacity for achie1ement until you learn how to miB your efforts with i"a i%atio%# The products of your hands, minus i"a i%atio%, will yield you 2ut a small return, 2ut those selfsame hands, when properly guided 2y i"a i%atio%, can 2e made to earn you all the material wealth you can use. There are two ways in which you can profit 2y i"a i%atio%# (ou can de1elop this faculty in your own mind, or you can ally yourself with those who ha1e already de1eloped it. *ndrew .arnegie did 2oth. He not only made use of his own fertile i"a i%atio%, 2ut he gathered around him a group of other men who also possessed this essential Muality, for his defi%ite p&rpose in life called for specialists whose i"a i%atio% ran in numerous directions. !n that group of men that constituted -r. .arnegie6s Pmaster mindP were men whose i"a i%atio%s were confined to the field of chemistry. He had other men in the group whose i"a i%atio%s were confined to finances. He had still others whose i"a i%atio%s were confined to salesmanship, one of whom was .harles -. Schwa2, who is said to ha1e 2een the most a2le salesman on -r. .arnegie6s staff. !f you feel that your own i"a i%atio% is inadeMuate you should form an alliance with someone whose i"a i%atio% is sufficiently de1eloped to supply your deficiency. There are 1arious forms of alliance. For eBample, there is the alliance of marriage and the alliance of a 2usiness partnership and the alliance of friendship and the alliance of employer and employee. +ot all men ha1e the capacity to ser1e their own 2est interests as employers, and those who ha1en6t this capacity may profit 2y allying themsel1es with men of i"a i%atio% who ha1e such capacity. F&G&F

!t is said that -r. .arnegie made more millionaires of his employees than any other employer in the steel 2usiness. *mong these was .harles -. Schwa2, who displayed e1idence of the soundest sort of i"a i%atio% 2y his good Eudgment in allying himself with -r. .arnegie. !t is no disgrace to ser1e in the capacity of employee. To the contrary, it often pro1es to 2e the most profita2le side of an alliance since not all men are fitted to assume the responsi2ility of directing other men. Perhaps there is no field of endea1or in which i"a i%atio% plays such an important part as it does in salesmanship. The master salesman sees the merits of the goods he sells or the ser1ice he is rendering, in his own i"a i%atio%, and if he fails to do so he will not ma4e the sale. * few years ago a sale was made which is said to ha1e 2een the most far:reaching and important sale of its 4ind e1er made. The o2Eect of the sale was not merchandise, 2ut the freedom of a man who was confined in the Ohio penitentiary and the de1elopment of a prison reform system that promises a sweeping change in the method of dealing with unfortunate men and women who ha1e 2ecome entangled in the meshes of the law. That you may o2ser1e Eust how i"a i%atio% plays the leading part in salesmanship ! will analy;e this sale for you, with due apologies for personal references, which cannot 2e a1oided without destroying much of the 1alue of the illustration. * few years ago ! was in1ited to spea4 2efore the inmates of the Ohio penitentiary. When ! stepped upon the platform ! saw in the audience 2efore me a man whom ! had 4nown as a successful 2usiness man, more than ten years pre1iously. That man was B0, whose pardon ! later secured, and the story of whose release has 2een spread upon the front page of practically e1ery newspaper in the United States. Perhaps you will recall it. *fter ! had completed my address ! inter1iewed -r. B0 and found out that he had 2een sentenced for forgery, for a period of twenty years. *fter he had told me his story ! saidO P! will ha1e you out of here in less than siBty days<P With a forced smile he repliedO P! admire your spirit 2ut Muestion your Eudgment. Why, do you 4now that at least twenty influential men ha1e tried e1ery means at their command to get me released, without successL It ca%/t be do%e*$ ! suppose it was that last remar4 : !t can6t 2e done : that challenged me to show him that it could 2e done. ! returned to +ew (or4 .ity and reMuested my wife to pac4 her trun4s and get ready for an indefinite stay in the city of .olum2us, where the Ohio penitentiary is located. ! had a defi%ite p&rpose in mind< That purpose was to get B0 out of the Ohio penitentiary. +ot only did ! ha1e in mind securing his release, 2ut ! intended to do it in such a way that his release would erase from his 2reast the scarlet letter of Pcon1ictP and at the same time reflect credit upon all who helped to 2ring a2out his release. +ot once did ! dou2t that ! would 2ring a2out his release, for no salesman can ma4e a sale if he dou2ts that he can do it. -y wife and ! returned to .olum2us and too4 up permanent headMuarters. The neBt day ! called on the go1ernor of Ohio and stated the o2Eect of my 1isit in a2out these wordsO P/o1ernorO ! ha1e come to as4 you to release B0 from the Ohio penitentiary. ! ha1e sound reason for as4ing his release and ! hope you will gi1e him his freedom at once, 2ut ! ha1e come prepared to stay until he is released, no matter how long that may 2e. P#uring his imprisonment B00 has inaugurated a system of correspondence instruction in the Ohio penitentiary, as you of course 4now. He has influenced $N&% of the &H$' prisoners of the Ohio penitentiary to ta4e up courses of instruction. He has managed to 2eg sufficient teBt2oo4s and lesson materials with which to 4eep these men at wor4 on their lessons, and has done this without a penny of eBpense to the state of Ohio. The warden and the chaplain of the penitentiary tell me that he has carefully o2ser1ed the prison rules. Surely a man who can influence $N&% men to turn their efforts towards self: F&GCF

!F you ha1e 2een wise and successful ! congratulate you? unless you are una2le to forget how successful you ha1e 2een, then ! pity you.

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2etterment cannot 2e a 1ery 2ad sort of fellow. P! ha1e come to as4 you to release B0 2ecause ! wish to place him at the head of a prison school that will gi1e the $K@,@@@ inmates of the other penitentiaries of the United States a chance to profit 2y his influence. ! am prepared to assume full responsi2ility for his conduct after his release. PThat is my case, 2ut, 2efore you gi1e me your answer, ! want you to 4now that ! am not unmindful of the fact that your enemies will pro2a2ly critici;e you if you release him? in fact if you release him it may cost you many 1otes if you run for office again.P With his fist clinched and his 2road Eaw set firmly /o1ernor ,ic #onahey of Ohio saidO P!f that is what you want with B0 ! will release him if it costs me fi1e thousand 1otes. Howe1er, 2efore ! sign the pardon ! want you to see the .lemency Board and secure its fa1ora2le recommendation. ! want you also to secure the fa1ora2le recommendation of the warden and the chaplain of the Ohio penitentiary. (ou 4now a go1ernor is amena2le to the .ourt of Pu2lic Opinion, and these gentlemen are the representati1es of that .ourt.P The sale had 2een made< and the whole transaction had reMuired less than fi1e minutes. The neBt day ! returned to the go1ernor6s office, accompanied 2y the chaplain of the Ohio penitentiary, and notified the go1ernor that the .lemency Board, the Warden and the .haplain all Eoined in recommending the release. Three days later the pardon was signed and B0 wal4ed through the 2ig iron gates, a free man. ! ha1e cited the details to show you that there was nothing difficult a2out the transaction. The groundwor4 for the release had all 2een prepared 2efore ! came upon the scene. B0 had done that, 2y his good conduct and the ser1ice he had rendered those $N&% prisoners. When he created the world6s first prison correspondence school system he created the 4ey that unloc4ed the prison doors for himself. Why, then, had the others who as4ed for his release failed to secure itL They failed 2ecause they used no i"a i%atio%* Perhaps they as4ed the go1ernor for B06s release on the ground that his parents were prominent people, or on the ground that he was a college graduate and not a 2ad sort of fellow. They failed to s&pply the over%or of Ohio (ith a s&fficie%t "otive to 0&stify hi" i% ra%ti% a pardo%, for had this not 2een so he would undou2tedly ha1e released B0 long 2efore ! came upon the scene and as4ed for his release. Before ! went to see the go1ernor ! went o1er all the facts and in my own i"a i%atio% ! saw myself in the go1ernor6s place and made up my mind what sort of a presentation would appeal most strongly to me if ! were in reality in his place. When ! as4ed for B06s release ! did so in the name of the $K@,@@@ unfortunate men and women inmates of the prisons of the United States who would enEoy the 2enefits of the correspondence school system that he had created. ! said nothing a2out his prominent parents. ! said nothing a2out my friendship with him during former years. ! said nothing a2out his 2eing a deser1ing fellow. *ll these matters might ha1e 2een used as sound reasons for his release, 2ut they seemed insignificant when compared with the 2igger and sounder reason that his release would 2e of help to $K@,@@@ other people who would feel the influence of his correspondence school system after his release. When the go1ernor of Ohio came to a decision ! dou2t not that B0 was of secondary importance as far as his decision was concerned. The go1ernor no dou2t saw a possi2le 2enefit, not to B0 alone, 2ut to $K@,@@@ other men and women who needed the influence that B0 could supply, if released. A%d that (as i"a i%atio%* !t was also salesmanship< !n spea4ing of the incident after it was o1er, one of the men who had wor4ed diligently for more than a year in trying to secure B06s freedom, as4edO $Ho( did yo& do it+$ *nd ! repliedO P!t was the easiest tas4 ! e1er performed, 2ecause most of the wor4 had 2een done 2efore ! too4 hold of it. !n fact ! didn6t do it B0 did it himself.P F&GHF

This man loo4ed at me in 2ewilderment. He did not see that which ! am here trying to ma4e clear? namely, that practically all difficult tas4s are easily performed if one approaches them from the right angle. There were two important factors entering B06s release. The first was the fact that he had supplied the material for a good case 2efore ! too4 it in charge? and the second was the fact that 2efore ! called on the go1ernor of Ohio ! so completely con1inced myself that ! had a right to as4 for B06s release that ! had no difficulty in presenting my case effecti1ely. /o 2ac4 to what was stated in the 2eginning of this lesson, on the su2Eect of telepathy, and apply it to this case. The go1ernor could tell, long 2efore ! had stated my mission, that I '%e( I had a ood case# !f my 2rain did not telegraph this thought to his 2rain, then the loo4 of self:confidence in my eyes and the positi1e tone of my 1oice made o21ious my 2elief in the merits of my case. *gain ! apologi;e for these personal references with the eBplanation that ! ha1e used them only 2ecause the whole of *merica was familiar with the B0 case that ! ha1e descri2ed. ! disclaim all credit for the small part ! played in the case, for ! did nothing eBcept use my i"a i%atio% as an assem2ly room in which to piece together the factors out of which the sale was made. ! did nothing eBcept that which any salesman of i"a i%atio% could ha1e done. !t reMuires considera2le courage to prompt one to use the personal pronoun as freely as it has 2een used in relating the facts connected with this case, 2ut Eustification lies in the 1alue of application of the principle of i"a i%atio% to a case with which nearly e1ery2ody is familiar. ! cannot recall an incident in my entire life in connection with which the soundness of the fifteen factors that enter into this )eading .ourse was more clearly manifested than it was in securing the release of B0. !t is 2ut another lin4 in a long chain of e1idence that pro1es to my entire satisfaction the power of i"a i%atio% as a factor in salesmanship. There are endless millions of approaches to e1ery pro2lem, 2ut there is o%ly o%e 2est approach. Find this one 2est approach and your pro2lem is easily sol1ed. +o matter how much merit your goods may ha1e, there are millions of (ro% ways in which to offer them. (our i"a i%atio% will assist you in finding the ri ht way. !n your search for the ri ht way in which to offer your merchandise or your ser1ices, remem2er this peculiar trait of man4indO .e% (ill ra%t favors that yo& re-&est for the be%efit of a third perso% (he% they (o&ld %ot ra%t the" if re-&ested for yo&r be%efit# .ompare this statement with the fact that ! as4ed the go1ernor of Ohio to release B0, not as a fa1or to me, and not as a fa1or to B0, 2ut, for the 2enefit of $K@,@@@ unfortunate inmates of the prisons of *merica. Salesmen of i"a i%atio% always offer their wares in such terminology that the ad1antages of those wares to the prospecti1e purchaser are o21ious. !t is seldom that any man ma4es a purchase of merchandise or renders another a fa1or Eust to accommodate the salesman. !t is a prominent trait of human nature that prompts us all to do that which ad1ances our own interests. This is a cold, indisputa2le fact, claims of the idealist to the contrary notwithstanding. To be perfectly plai%, "e% are selfish* To understand the truth is to understand how to present your case, whether you are as4ing for the release of a man from prison or offering for sale some commodity. !n your own i"a i%atio% so plan your presentation of your case that the strongest and most impelling ad1antages to the 2uyer are made plain. This is i"a i%atio%* * farmer mo1ed to the city, ta4ing with him his well trained shepherd dog. He soon found that the dog was out of place in the city, so he decided to Pget rid of him.P 8+ote the words in Muotation.9 Ta4ing the dog with him he went out into the country and rapped on the door of a farm:house. * man came ho22ling to the door, on crutches. The man with the dog greeted the man in the house in these words F&GKF

! +",") see a person trying to disclose the scarlet letter on another6s 2reast that ! do not wonder if he doesn6t carry some mar4 of disgrace which would ha1e ruined him had he 2een o1erta4en 2y Eustice.

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P(ou wouldn6t care to 2uy a fine shepherd dog, that ! wish to get rid of, would youLP The man on crutches replied, P+o<P and closed the door. The man with the dog called at half a do;en other farm:houses, as4ing the same Muestion, and recei1ed the same answer. He made up his mind that no one wanted the dog and returned to the city. That e1ening he was telling of his misfortune, to a man of i"a i%atio%# The man heard how the owner of the dog had tried in 1ain to Pget rid of him.P P et me dispose of the dog for you,P said the man of i"a i%atio%# The owner was willing. The neBt morning the man of i"a i%atio% too4 the dog out into the country and stopped at the first farm:house at which the owner of the dog had called the day 2efore. The same old man ho22led out on crutches and answered the 4noc4 at the door. The man of i"a i%atio% greeted him in this fashionO P! see you are all crippled with rheumatism. What you need is a fine dog to run errands for you. ! ha1e a dog here that has 2een trained to 2ring home the cows, dri1e away wild animals, herd the sheep and perform other useful ser1ices. (ou may ha1e this dog for a hundred dollars.P P*ll right,P said the crippled man, P!6ll ta4e him<P That, too, was i"a i%atio%* +o one wants a dog that someone else wants to Pget rid of,P 2ut most anyone would li4e to own a dog that would herd sheep and 2ring home the cows and perform other useful ser1ices. The dog was the same one that the crippled 2uyer had refused the day 2efore, 2ut the man who sold the dog was not the man who had tried to Pget rid of him.P !f you use your i"a i%atio% you will 4now that no one wants anything that someone else is trying to Pget rid of.P )emem2er that which was said a2out the aw of *ttraction through the operation of which Pli4e attracts li4e.P !f you loo4 and act the part of a failure you will attract nothing 2ut failures. Whate1er your life:wor4 may 2e, it calls for the use of i"a i%atio%# +iagara Falls was nothing 2ut a great mass of roaring water until a man of imagination harnessed it and con1erted the wasted energy into electric current that now turns the wheels of industry. Before this man of i"a i%atio% came along millions of people had seen and heard those roaring falls, 2ut lac4ed the i"a i%atio% to harness them. The first )otary .lu2 of the world was 2orn in the fertile imagination of Paul Harris, of .hicago, who saw in this child of his 2rain an effecti1e means of culti1ating prospecti1e clients and the eBtension of his law practice. The ethics of the legal profession for2id ad1ertising in the usual way, 2ut Paul Harris6 imagination found a way to eBtend his law practice without ad1ertising in the usual way. !f the winds of Fortune are temporarily 2lowing against you, remem2er that you can harness them and ma4e them carry you toward your defi%ite p&rpose, through the use of your i"a i%atio%# * 4ite rises against the wind : not with it< #r. Fran4 .rane was a struggling Pthird:rateP preacher until the star1ation wages of the clergy forced him to use his i"a i%atio%# +ow he earns upward of a hundred thousand dollars a year for an hour6s wor4 a day, writing essays. Bud Fisher once wor4ed for a mere pittance, 2ut he now earns se1enty:fi1e thousand dollars a year 2y ma4ing fol4s grin, with his -utt and 3eff comic strip. +o art goes into his drawings, therefore he must 2e selling his i"a i%atio%# Woolworth was a poorly paid cler4 in a retail store :poorly paid, perhaps, 2ecause he had not yet found out that he had i"a i%atio%# Before he died he 2uilt the tallest office 2uilding in the world and girdled the United States with Fi1e and Ten .ent Stores, through the use of his i"a i%atio%# (ou will o2ser1e, 2y analy;ing these illustrations, that a close study of human nature played an important part in the achie1ements mentioned. To ma4e profita2le use of your i"a i%atio% you must ma4e it gi1e you a 4een insight into the moti1es that cause men to do or refrain from doing a gi1en act. !f F&G'F

your i"a i%atio% leads you to understand how Muic4ly people grant your reMuests when those reMuests appeal to their self:interest, you can ha1e practically anything you go after. ! saw my wife ma4e a 1ery cle1er sale to our 2a2y not long ago. The 2a2y was pounding the top of our mahogany li2rary ta2le with a spoon. When my wife reached for the spoon the 2a2y refused to gi1e it up, 2ut 2eing a woman of i"a i%atio% she offered the 2a2y a nice stic4 of red candy? he dropped the spoon immediately and centered his attention on the more desira2le o2Eect. That was i"a i%atio%* !t was also salesmanship. She won her point without using force. ! was riding in an automo2ile with a friend who was dri1ing 2eyond the speed limit. *n officer rode up on a motorcycle and told my friend he was under arrest for speeding. The friend smiled pleasantly at the officer and saidO P!6m sorry to ha1e 2rought you out in all this rain, 2ut ! wanted to ma4e the ten o6cloc4 train with my friend here, and ! was hitting it up around thirty:fi1e miles an hour.P P+o, you were only going twenty:eight miles an hour,P replied the officer, Pand as long as you are so nice a2out it ! will let you off this time if you will watch yourself hereafter.P *nd that, too, was i"a i%atio%* "1en a traffic cop will listen to reason when approached in the right manner, 2ut woe unto the motorist who tries to 2ully the cop into 2elie1ing his speedometer was not registering properly. There is one form of i"a i%atio% against which ! would caution you. !t is the 2rand which prompts some people to imagine that they can get something for nothing, or that they can force themsel1es ahead in the world without o2ser1ing the rights of others. There are more than $K@,@@@ prisoners in the penal institutions of the United States, practically e1ery one of whom is in prison 2ecause he i"a i%ed he could play the game of life without o2ser1ing the rights of his fellow men. There is a man in the Ohio penitentiary who has ser1ed more than thirty:fi1e years of time for forgery, and the largest amount he e1er got from his misapplication of i"a i%atio% was twel1e dollars. There are a few people who direct their i"a i%atio%s in the 1ain attempt to wor4out a way to show what happens when Pan immo1a2le 2ody comes in contact with an irresisti2le force,P 2ut these types 2elong in the psychopathic hospitals. There is also another form of misapplied i"a i%atio%) namely, that of the young 2oy or girl who 4nows more a2out life than his or her P#ad.P But this form is su2Eect to modification with ti"e# -y own 2oys ha1e taught me many things that my P#adP tried, in 1ain, to teach me when ! was their age. Ti"e and i"a i%atio% 8which is often 2ut the product of time9 teach us many things, 2ut nothing of more importance than thisO That all "e% are "&ch ali'e i% "a%y (ays# !f you would 4now what your customer is thin4ing, -r. Salesman, study yourself and find out what you would 2e thin4ing if you were in your customer6s place. Study yourself, find out what are the moti1es which actuate you in the performance of certain deeds and cause you to refrain from performing other deeds, and you will ha1e gone far toward perfecting yourself in the accurate use of i"a i%atio%# The detecti1e6s 2iggest asset is i"a i%atio%# The first Muestion he as4s, when called into sol1e a crime isO $3hat (as the "otive+$ !f he can find out the moti1e he can usually find the perpetrator of the crime. * man who had lost a horse posted a reward of fi1e dollars for its return. Se1eral days later a 2oy who was supposed to ha1e 2een Pwea4:mindedP came leading the horse home and claimed the reward. The owner was curious to 4now how the 2oy found the horse. PHow did you e1er thin4 where to loo4 for the horseLP he as4ed, and the 2oy replied, PWell, ! Eust thought where ! would ha1e gone if ! had 2een a horse and went there, and he had.P +ot so 2ad for a Pwea4:mindedP fellow. Some who are not accused of 2eing wea4:minded go all the way through life without displaying as much e1idence of i"a i%atio% as F&G%F

W" all li4e commendation and many of us li4e flattery, 2ut it is a de2ata2le Muestion as to whether the indulgence of these tendencies 2uilds character and strength and indi1iduality.

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did this 2oy. !f you want to 4now what the other fellow will do, use your i"a i%atio%, put yourself in his place and find out what you would ha1e done. That6s i"a i%atio%# "1ery person should 2e somewhat of a dreamer. "1ery 2usiness needs the dreamer. "1ery industry and e1ery profession needs him. But, the dreamer must 2e, also, a doer? or else he must form an alliance with someone who can and does translate dreams into reality. The greatest nation upon the face of this earth was concei1ed, 2orn and nurtured through the early days of its childhood, as the result of i"a i%atio% in the minds of men who com2ined dreams with actio%* (our mind is capa2le of creating many new and useful com2inations of old ideas, 2ut the most important thing it can create is a defi%ite chief ai" that will gi1e you that which you most desire. (our defi%ite chief ai" can 2e speedily translated into reality after you ha1e fashioned it in the cradle of your i"a i%atio%# !f you ha1e faithfully followed the instructions set down for your guidance in esson Two you are now well on the road toward success, 2ecause you 4now what it is that you want, and you ha1e a plan for getting that which you want. The 2attle for the achie1ement of success is half won when one 4nows definitely what is wanted. The 2attle is all o1er eBcept the PshoutingP when one 4nows what is wanted and has made up his mind to get it, whate1er the price may 2e. The selection of a defi%ite chief ai" calls for the use of 2oth i"a i%atio% and decision< The power of decision grows with use. Prompt decision in forcing the imagination to create a defi%ite chief ai" renders more powerful the capacity to reach decisions in other matters. *d1ersities and temporary defeat are generally 2lessings in disguise, for the reason that they force one to use 2oth i"a i%atio% and decision. This is why a man usually ma4es a 2etter fight when his 2ac4 is to the wall and he 4nows there is no retreat. He then reaches the decision to fight instead of running. The i"a i%atio% is ne1er Muite so acti1e as it is when one faces some emergency calling for Muic4 and definite decision and action. !n these moments of emergency men ha1e reached decisions, 2uilt plans, used their i"a i%atio% in such a manner that they 2ecame 4nown as geniuses. -any a genius has 2een 2orn out of the necessity for unusual stimulation of the i"a i%atio%, as the result of some trying eBperience which forced Muic4 thought and prompt decision. !t is a well 4nown fact that the only manner in which an o1er pampered 2oy or girl may 2e made to 2ecome useful is 2y forcing him or her to 2ecome self:sustaining. This calls for the eBercise of 2oth i"a i%atio% and decision, neither of which would 2e used eBcept out of necessity. The )e1erend P. W. Welshimer is the pastor of a church in .anton, Ohio, where he has 2een located for nearly a Muarter of a century. Ordinarily pastors do not remain at the head of one church for so great a length of time, and )e1erend Welshimer would ha1e 2een no eBception to this rule if he had not miBed i"a i%atio% with his pastoral duties. Three years constitute the usual time that one pastor may remain in a gi1en pastorate without wearing out his welcome. The church of which )e1erend Welshimer is the leader has a Sunday School of o1er H,@@@ mem2ers :the largest mem2ership enEoyed 2y any church in the United States. +o pastor could ha1e remained at the head of one church for a Muarter of a century, with the full consent of his followers, and ha1e 2uilt up a Sunday School of this si;e, without employing the aws of !nitiati1e and eadership, a #efinite .hief *im, Self:confidence and !magination. The author of this course made it his 2usiness to study the methods employed 2y )e1erend Welshimer, and they are here descri2ed for the 2enefit of the students of this philosophy. !t is a well 4nown fact that church factions, Eealousy, etc., often lead to disagreements which ma4e F&H$F

a change in leaders essential. )e1erend Welshimer has steered around this common o2stacle 2y a uniMue application of the aw of !magination. When a new mem2er comes into his church he immediately assigns a #"F!+!T" tas4 to that mem2er : one that suits the temperament, training and 2usiness Mualifications of the indi1idual, as nearly as possi2le : and, to use the minister6s own words, he P4eeps each mem2er so 2usy pulling for the church that there is no time left for 4ic4ing or disagreeing with other mem2ers.P +ot a 2ad policy for application in the field of 2usiness, or in any other field. The old saying that Pidle hands are the de1il6s 2est toolsP is more than a mere play upon words, for it is true. /i1e any man something to do that he li4es to do, and 4eep him 2usy doing it, and he will not 2e apt to degenerate into a disorgani;ing force. !f any mem2er of the Sunday School misses attendance twice in succession a committee from the church calls to find out the reason for the failure to attend. There is a PcommitteeP Eo2 for practically e1ery mem2er of the church. !n this way )e1erend Welshimer delegates to the mem2ers, themsel1es, the responsi2ility of rounding up the delinMuents and 4eeping them interested in church affairs. He is an organi;er of the highest type. His efforts ha1e attracted the attention of 2usiness men throughout the country, and times too numerous to 2e mentioned he has 2een offered positions, at fancy salaries, 2y 2an4s, steel plants, 2usiness houses, etc., that recogni;ed in him a real eader. !n the 2asement of the church )e1erend Welshimer operates a first:class printing plant where he pu2lishes, wee4ly, a 1ery credita2le church paper that goes to all the mem2ers. The production and distri2ution of this paper is another source of employment which 4eeps the church mem2ers out of mischief, as practically all of them ta4e some sort of an acti1e interest in it. The paper is de1oted eBclusi1ely to the affairs of the church as a whole, and those of the indi1idual mem2ers. !t is read 2y each mem2er, line 2y line, 2ecause there is always a chance that each mem2er6s name may 2e mentioned in the news locals. The church has a well trained choir and an orchestra that would 2e a credit to some of the largest theaters. Here )e1erend Welshimer ser1es the dou2le purpose of supplying entertainment and at the same time 4eeping the more PtemperamentalP mem2ers who are artists employed so they, also, remain out of mischief, incidentally gi1ing them a chance to do that which they li4e 2est. The late #r. Harper, who was formerly president of the Uni1ersity of .hicago, was one of the most efficient college presidents of his time. He had a penchant for raising funds in large amounts. !t was he who induced 3ohn #. )oc4efeller to contri2ute millions of dollars to the support of the Uni1ersity of .hicago. !t may 2e helpful to the student of this philosophy to study #r. Harper6s techniMue, 2ecause he was a eader of the highest order. -oreo1er, ! ha1e his own word for it that his leadership was ne1er a matter of chance or accident, 2ut always the result of carefully planned procedure. The following incident will ser1e to show Eust how #r. Harper made use of i"a i%atio% in raising money in large sumsO He needed an eBtra million dollars for the construction of a new 2uilding. Ta4ing in1entory of the wealthy men of .hicago to whom he might turn for this large sum, he decided upon two men, each of whom was a millionaire, and 2oth were 2itter enemies. One of these men was, at that time, the head of the .hicago Street )ailway system. .hoosing the noon hour, when the office force and this man6s secretary, in particular, would 2e apt to 2e out at lunch, #r. Harper nonchalantly strolled into the office, and, finding no one on guard at the outer door, wal4ed into the office of his intended P1ictim,P whom he surprised 2y his appearance unannounced. P-y name is Harper,P said the doctor, Pand ! am president of the Uni1ersity of .hicago. Pardon my intrusion, 2ut ! found no one in the outer office 8which was no mere accident9 so ! too4 the li2erty of wal4ing on in. F&H&F

W" cannot sow thistles and reap clo1er. +ature simply does not run things that way. She goes 2y cause and effect.

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P! ha1e thought of you and your street railway system many many times. (ou ha1e 2uilt up a wonderful system, and ! understand that you ha1e made lots of money for your efforts. ! ne1er thin4 of you, howe1er, without its occurring to me that one of these days you will 2e passing out into the /reat Un4nown, and after you are gone there will 2e nothing left as a monument to your name, 2ecause others will ta4e o1er your money, and money has a way of losing its identity 1ery Muic4ly, as soon as it changes hands. P! ha1e often thought of offering you the opportunity to perpetuate your name 2y permitting you to 2uild a new Hall out on the Uni1ersity grounds, and naming it after you. ! would ha1e offered you this opportunity long ago had it not 2een for the fact that one of the mem2ers of our Board wishes the honor to go to -r. A0 8the street car head6s enemy9. Personally, howe1er, ! ha1e always fa1ored you and ! still fa1or you, and if ! ha1e your permission to do so ! am going to try to swing the opposition o1er to you. P! ha1e not come to as4 for any decision today, howe1er, as ! was Eust passing and thought it a good time to drop in and meet you. Thin4 the matter o1er and if you wish to tal4 to me a2out it again, telephone me at your leisure. P/ood day, sir< ! am happy to ha1e had this opportunity of meeting you.P With this he 2owed himself out without gi1ing the head of the street car company a chance to say either yes or no. !n fact the street car man had 1ery little chance to do any tal4ing. #r. Harper did the tal4ing. That was as he planned it to 2e. He went into the office merely to plant the seed, 2elie1ing that it would germinate and spring into life in due time. His 2elief was not without foundation. He had hardly returned to his office at the Uni1ersity when the telephone rang. The streetcar man was on the other end of the wire. He as4ed for an appointment with #r. Harper, which was granted, and the two met in #r. Harper6s office the neBt morning, and the chec4 for a million dollars was in #r. Harper6s hands an hour later. #espite the fact that #r. Harper was a small, rather insignificant:loo4ing man it was said of him that Phe had a way a2out him that ena2led him to get e1erything he went after.P *nd as to thisPwayP that he was reputed to ha1e had T what was itL !t was nothing more nor less than his understanding of the power of !magination. Suppose he had gone to the office of the streetcar head and as4ed for an appointment. Sufficient time would ha1e elapsed 2etween the time he called and the time when he would ha1e actually seen his man, to ha1e ena2led the latter to anticipate the reason for his call, and also to formulate a good, logical eBcuse for saying, P+o<P Suppose, again, he had opened his inter1iew with the street car man something li4e thisO PThe Uni1ersity is 2adly in need of funds and ! ha1e come to you to as4 your help. (ou ha1e made lots of money and you owe something to the community in which you ha1e made it. 8Which, perhaps, was true.9 !f you will gi1e us a million dollars we will place your name on a new Hall that we wish to 2uild.P What might ha1e 2een the resultL !n the first place, there would ha1e 2een no moti1e suggested that was sufficiently appealing to sway the mind of the street car man. While it may ha1e 2een true that he Powed something to the community from which he had made a fortune,P he pro2a2ly would not ha1e admitted that fact. !n the second place, he would ha1e enEoyed the position of 2eing on the offensi1e instead of the defensi1e side of the proposal. But #r. Harper, shrewd in the use of !magination as he was, pro1ided for Eust such contingencies 2y the way he stated his case. First, he placed the streetcar man on the defensi1e 2y informing him that it was not certain that he 8#r. Harper9 could get the permission of his Board to accept the money and name the Hall after the street car man. !n the second place, he intensified the desire of the street car man to ha1e his name on that 2uilding 2ecause of the thought that his enemy and competitor might get the honor if it got away from him. -oreo1er 8and this was no accident, either9, #r. Harper had made a powerful appeal to F&HGF

one of the most common of all human wea4nesses 2y showing this streetcar man how to perpetuate his own name. *ll of which reMuired a practical application of the aw of !magination. #r. Harper was a -aster Salesman. When he as4ed men for money he always pa1ed the way for success 2y planting in the mind of the man of whom he as4ed it a good sound reason why the money should 2e gi1en? a reason which emphasi;ed some ad1antage accruing to the man as the result of the gift. Often this would ta4e on the form of a 2usiness ad1antage. *gain it would ta4e on the nature of an appeal to that part of man6s nature which prompts him to wish to perpetuate his name so it will li1e after him. But, always, the reMuest for money was carried out according to a plan that had 2een carefully thought out, em2ellished and smoothed down with the use of !magination.

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While the aw of Success philosophy was in the em2ryonic stage, long 2efore it had 2een organi;ed into a systematic course of instruction and reduced to teBt2oo4s, the author was lecturing on this philosophy in a small town in !llinois. One of the mem2ers of the audience was a young life insurance salesman who had 2ut recently ta4en up that line of wor4. *fter hearing what was said on the su2Eect of !magination he 2egan to apply what he had heard to his own pro2lem of selling life insurance. Something was said, during the lecture, a2out the 1alue of allied effort, through which men may enEoy greater success 2y co:operati1e effort, through a wor4ing arrangement under which each P2oostsP the interests of the other. Ta4ing this suggestion as his cue, the young man in Muestion immediately formulated a plan where2y he gained the co:operation of a group of 2usinessmen who were in no way connected with the insurance 2usiness. /oing to the leading grocer in his town he made arrangements with that grocer to gi1e a thousand dollar insurance policy to e1ery customer purchasing no less than fifty dollars6 worth of groceries each month. He then made it a part of his 2usiness to inform people of this arrangement and 2rought in many new customers. The groceryman had a large neatly lettered card placed in his store, informing his customers of this offer of free insurance, thus helping himself 2y offering all his customers an inducement to do * their trading in the grocery line with him. This young life insurance man then went to the leading gasoline filling station owner in the town and made arrangements with him to insure all customers who purchased all their gasoline, oil and other motor supplies from him. +eBt he went to the leading restaurant in the town and made a similar arrangement with the owner. !ncidentally, this alliance pro1ed to 2e Muite profita2le to the restaurant man, who promptly 2egan an ad1ertising campaign in which he stated that his food was so pure, wholesome and good that all who ate at his place regularly would 2e apt to li1e much longer, therefore he would insure the life of each regular customer for Q$,@@@.@@. The life insurance salesman then made arrangements with a local 2uilder and real estate man to insure the life of each person 2uying property from him, for an amount sufficient to pay off the 2alance due on the property in case the purchaser died 2efore payments were completed. The young man in Muestion is now the /eneral *gent for one of the largest life insurance companies in the United States, with headMuarters in one of the largest cities in Ohio, and his income now a1erages well a2o1e Q&H,@@@.@@ a year. The turning:point in his life came when he disco1ered how he might ma4e practical use of the aw of !magination. There is no patent on his plan. !t may 2e duplicated o1er and o1er again 2y other life insurance men F&HHF

.H*) "S .H*P !+ ma4es a million dollars a year out of a funny, shuffling wal4 and a pair of 2aggy trousers, 2ecause he does Psomething different.P Ta4e the hint and Pin1iduali;eP yourself with some distincti1e idea.

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who 4now the 1alue of i"a i%atio%# 3ust now, if ! were engaged in selling life insurance, ! thin4 ! should ma4e use of this plan 2y allying myself with a group of automo2ile distri2utors in each of se1eral cities, thus ena2ling them to sell more automo2iles and at the same time pro1iding for the sale of a large amount of life insurance, through their efforts.

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Financial success is not difficult to achie1e after one learns how to ma4e practical use of creati1e imagination. Someone with sufficient i%itiative and leadership, and the necessary i"a i%atio%, will duplicate the fortunes 2eing made each year 2y the owners of Fi1e and Ten .ent Stores, 2y de1eloping a system of mar4eting the same sort of goods now sold in these stores, with the aid of 1ending machines. This will sa1e a fortune in cler4 hire, insure against theft, and cut down the o1erhead of store operation in many other ways. Such a system can 2e conducted Eust as successfully as food can 2e dispensed with the aid of automatic 1ending machines. The seed of the idea has 2een here sown. !t is yours for the ta4ing< Someone with an in1enti1e turn of the mind is going to ma4e a fortune and at the same time sa1e thousands of li1es each year, 2y perfecting an automatic railroad crossing PcontrolP that will reduce the num2er of automo2ile accidents on crossings. The system, when perfected, will wor4 somewhat after this fashionO * hundred yards or so 2efore reaching the railroad crossing the automo2ile will cross a platform somewhat on the order of a large scale platform used for weighing hea1y o2Eects, and the weight of the automo2ile will lower a gate and ring a gong. This will force the automo2ile to slow down. *fter the lapse of one minute the gate will again rise and the car may continue on its way. -eanwhile, there will ha1e 2een plenty of time for o2ser1ation of the trac4 in 2oth directions, to ma4e sure that no trains are approaching. !magination, plus some mechanical s4ill, will gi1e the motorist this much needed safe:guard, and ma4e the man who perfects the system all the money he needs and much more 2esides. Some in1entor who understands the 1alue of i"a i%atio% and has a wor4ing 4nowledge of the radio principle, may ma4e a fortune 2y perfecting a 2urglar alarm system that will signal police headMuarters and at the same time switch on lights and ring a gong in the place a2out to 2e 2urglari;ed, with the aid of apparatus similar to that now used for 2roadcasting. *ny farmer with enough i"a i%atio% to create a plan, plus the use of a list of all automo2ile licenses issued in his state, may easily wor4 up a clientele of motorists who will come to his farm and purchase all the 1egeta2les he can produce and all the chic4ens he can raise, thus sa1ing him the eBpense of hauling his products to the city. By contracting with each motorist for the season the farmer may accurately estimate the amount of produce he should pro1ide. The ad1antage to the motorist, accruing under the arrangement, is that he will 2e sure of direct:from:the:farm produce, at less cost than he could purchase it from local dealers. The roadside gasoline filling station owner can ma4e effecti1e use of i"a i%atio% 2y placing a lunch stand near his filling station, and then doing some attracti1e ad1ertising along the road in each direction, calling attention to his P2ar2ecue,P Phome:made sandwichesP or whate1er else he may wish to speciali;e on. The lunch stand will cause the motorists to stop, and many of them will purchase gasoline 2efore starting on their way again. These are simple suggestions, in1ol1ing no particular amount of complication in connection with their use, yet it is Eust such uses of i"a i%atio% that 2ring financial success. The Piggly:Wiggly self:help store plan, which made millions of dollars for its originator, was a 1ery simple idea which anyone could ha1e adopted, yet considera2le imagination was reMuired to put the idea to wor4 in a practical sort of way. F&HNF

The more simple and easily adapted to a need an idea is, the greater is its 1alue, as no one is loo4ing for ideas which are in1ol1ed with great detail or in any manner complicated.

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I"a i%atio% is the most important factor entering into the art of selling. The -aster Salesman is always one who ma4es systematic use of i"a i%atio%# The outstanding merchant relies upon i"a i%atio% for the ideas which ma4e his 2usiness eBcel. I"a i%atio% may 2e used effecti1ely in the sale of e1en the smallest articles of merchandise, such as ties, shirts, hosiery, etc. et us proceed to eBamine Eust how this may 2e done. ! wal4ed into one of the 2est 4nown ha2erdasheries in the city of Philadelphia, for the purpose of put chasing some shirts and ties. *s ! approached the tie counter a young man stepped forward and inMuiredO P!s there something you wantLP +ow if ! had 2een the man 2ehind the counter ! would not ha1e as4ed that Muestion. He ought to ha1e 4nown, 2y the fact that ! had approached the tie counter, that ! wanted to loo4 at ties. ! pic4ed up two or three ties from the counter, eBamined them 2riefly, then laid down all 2ut one light 2lue which somewhat appealed to me. Finally ! laid this one down, also, and 2egan to loo4 through the remainder of the assortment. The young man 2ehind the counter then had a happy idea. Pic4ing up a gaudy:loo4ing yellow tie he wound it around his fingers to show how it would loo4 when tied, and as4edO P!sn6t this a 2eautyLP +ow ! hate yellow ties, and the salesman made no particular hit with me 2y suggesting that a gaudy yellow tie is pretty. !f ! had 2een in that salesman6s place ! would ha1e pic4ed up the 2lue tie for which ! had shown a decided preference, and ! would ha1e wound it around my fingers so as to 2ring out its appearance after 2eing tied. ! would ha1e 4nown what my customer wanted 2y watching the 4inds of ties that he pic4ed up and eBamined. -oreo1er, ! would ha1e 4nown the particular tie that he li4ed 2est 2y the time he held it in his hands. * man will not stand 2y a counter and fondle a piece of merchandise which he does not li4e. !f gi1en the opportunity, any customer will gi1e the alert salesman a clue as to the particular merchandise which should 2e stressed in an effort to ma4e a sale. ! then mo1ed o1er to the shirt counter. Here ! was met 2y an elderly gentleman who as4edO P!s there something ! can do for you todayLP Well, ! thought to myself that if he e1er did anything for me it would ha1e to 2e today, as ! might ne1er come 2ac4 to that particular store again. ! told him ! wanted to loo4 at shirts, and descri2ed the style and color of shirt that ! wanted. The old gentleman made Muite a hit with me when he replied 2y sayingO P! am sorry, sir, 2ut they are not wearing that style this season, so we are not showing it.P ! said ! 4new PtheyP were not wearing the style for which ! had as4ed, and for that 1ery reason, among others, ! was going to wear it pro1iding ! could find it in stoc4. !f there is anything which nettles a man :especially that type of man who 4nows eBactly what he wants and descri2es it the moment he wal4s into the store : it is to 2e told that Pthey are not wearing it this season.P Such a statement is an insult to a man6s intelligence, or to what he thin4s is his intelligence, and in most cases it is fatal to a sale. !f ! were selling goods ! might thin4 what ! pleased a2out a customer6s taste, 2ut ! surely would not 2e so lac4ing in tact and diplomacy as to tell the customer that ! thought he didn6t 4now his 2usiness. )ather ! would prefer to manage tactfully to show him what ! 2elie1ed to 2e more appropriate merchandise than that for which he had called, if what he wanted was not in stoc4. F&H'F

TH" man who is afraid to gi1e credit to those who help him do a piece of credita2le wor4 is so small that Opportunity will pass 2y without seeing him some day.

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One of the most famous and highly paid writers in the world has 2uilt his fame and fortune on the sole disco1ery that it is profita2le to write a2out that which people already 4now and with which they are already in accord. The same rule might as well apply to the sale of merchandise. The old gentleman finally pulled down some shirt 2oBes and 2egan laying out shirts which were not e1en similar to the shirt for which ! had as4ed. ! told him that none of these suited, and as ! started to wal4 out he as4ed if ! would li4e to loo4 at some nice suspenders. !magine it< To 2egin with ! do not wear suspenders, and, furthermore, there was nothing a2out my manner or 2earing to indicate that ! might li4e to loo4 at suspenders. !t is proper for a salesman to try to interest a customer in wares for which he ma4es no inMuiry, 2ut Eudgment should 2e used and care ta4en to offer something which the salesman has reason to 2elie1e the customer may want. ! wal4ed out of the store without ha1ing 2ought either shirts or ties, and feeling somewhat resentful 2ecause ! had 2een so grossly misEudged as to my tastes for colors and styles. * little further down the street ! went into a small, one:man shop which had shirts and ties on display in the window. Here ! was handled differently< The man 2ehind the counter as4ed no unnecessary or stereotyped Muestions. He too4 one glance at me as ! entered the door, si;ed me up Muite accurately and greeted me with a 1ery pleasant P/ood morning, sir<P He then inMuired, PWhich shall ! show you first, shirts or tiesLP ! said ! would loo4 at the shirts first. He then glanced at the style of shirt ! was wearing as4ed my si;e, and 2egan laying out shirts of the 1ery type and color for which ! was searching, without my saying another word. He laid out siB different styles and watched to see which ! would pic4 up first. ! loo4ed at each shirt, in turn, and laid them all 2ac4 on the counter, 2ut the salesman o2ser1ed that ! eBamined one of the shirts a little more closely than the others, and that ! held it a little longer. +o sooner had ! laid this shirt down than the salesman pic4ed it up and 2egan to eBplain how it was made. He then went to the tie counter and came 2ac4 with three 1ery 2eautiful 2lue ties, of the 1ery type for which ! had 2een loo4ing, tied each and held it in front of the shirt, calling attention to the perfect harmony 2etween the colors of the ties and the shirt. Before ! had 2een in the store fi1e minutes ! had purchased three shirts and three ties, and was on my way with the pac4age under my arm, feeling that here was a store to which ! would return when ! needed more shirts and ties. ! learned, afterwards, that the merchant who owns the little shop where ! made these purchases pays a monthly rental of QH@@.@@ for the small store, and ma4es a handsome income from the sale of nothing 2ut shirts, ties and collars. He would ha1e to go out of 2usiness, with a fiBed charge of QH@@.@@ a month for rent, if it were not for his 4nowledge of human nature which ena2les him to ma4e a 1ery high percentage of sales to all who come into his store.

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! ha1e often o2ser1ed women when they were trying on hats, and ha1e wondered why salespeople did not read the prospecti1e 2uyer6s mind 2y watching her manner of handling the hats. * woman goes into a store and as4s to 2e shown some hats. The salesperson starts 2ringing out hats and the prospecti1e 2uyer starts trying them on. !f a hat suits her, e1en in the slightest sort of way, she will 4eep it on a few seconds, or a few minutes, 2ut if she does not li4e it she will pull it right off her head the moment the salesperson ta4es her hands off the hat. Finally, when the customer is shown a hat that she li4es she will 2egin to announce that fact, in terms which no well informed salesperson will fail to understand, 2y arranging her hair under the hat, or F&K@F

pulling it down on her head to Eust the angle which she li4es 2est, and 2y loo4ing at the hat from the rear, with the aid of a hand:mirror. The signs of admiration are unmista4a2le. Finally, the customer will remo1e the hat from her head, and 2egin to loo4 at it closely? then she may lay it aside and permit another hat to 2e tried on her, in which e1ent the cle1er salesperson will lay aside the hat Eust remo1ed, and at the opportune time she will 2ring it 2ac4 and as4 the customer to try it on again. By careful o2ser1ation of the customer6s li4es and disli4es a cle1er saleswoman may often sell as many as three or four hats to the same customer, at one sitting, 2y merely watching what appeals to the customer and then concentrating upon the sale of that. The same rule applies in the sale of other merchandise. The customer will, if closely o2ser1ed, clearly indicate what is wanted, and, if the clue is followed, 1ery rarely will a customer wal4 out without 2uying. ! 2elie1e it a conser1ati1e estimate when ! say that fully se1enty:fi1e per cent of the Pwal4:outs,P as the non:purchasing customers are called, are due to lac4 of tactful showing of merchandise.

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ast Fall ! went into a hat store to purchase a felt hat. !t was a 2usy Saturday afternoon and ! was approached 2y a young PeBtraP rush:hour salesman who had not yet learned how to si;e people up at a glance. For no good reason whatsoe1er the young man pulled down a 2rown der2y and handed it to me, or rather tried to hand it to me. ! thought he was trying to 2e funny, and refused to ta4e the hat into my hands, saying to him, in an attempt to return his compliment and 2e funny in turn, P#o you tell 2ed:time stories alsoLP He loo4ed at me in surprise, 2ut didn6t ta4e the cue which ! had offered him. !f ! had not o2ser1ed the young man more closely than he had o2ser1ed me, and si;ed him up as an earnest 2ut ineBperienced PeBtra,P ! would ha1e 2een highly insulted, for if there is anything ! hate it is a der2y of any sort, much less a 2rown der2y. One of the regular salesmen happened to see what was going on, wal4ed o1er and snatched the 2rown der2y out of the young man6s hands, and, with a smile on his face intended as a sort of sop to me, said, PWhat the hell are you trying to show this gentleman, anywayLP That spoiled my fun, and the salesman who had immediately recogni;ed me as a gentleman sold me the first hat he 2rought out. The customer generally feels complimented when a salesman ta4es the time to study the customer6s personality and lay out merchandise suited to that personality.

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! went into one of the largest men6s clothing stores in +ew (or4 .ity, a few years ago, and as4ed for a suit, descri2ing eBactly what was wanted, 2ut not mentioning price. The young man, who purported to 2e a salesman, said he did not 2elie1e they carried such a suit, 2ut ! happened to see eBactly what ! wanted hanging on a model, and called his attention to the suit. He then made a hit with me 2y saying, POh, that one o1er thereL That6s a high:priced suit<P His reply amused me? it also angered me, so ! inMuired of the young man what he saw a2out me which indicated that ! did not come in to purchase a high:priced suitL With em2arrassment he tried to eBplain, 2ut his eBplanations were as 2ad as the original offense, and ! started toward the door, muttering something to myself a2out Pdum2:2ells.P Before ! reached the door ! was met 2y another salesman who had sensed 2y the way ! wal4ed and the eBpression on my face that ! was none too well pleased. With tact well worth remem2ering, this salesman engaged me in con1ersation while ! un2urdened my woes and then managed to get me to go 2ac4 with him and loo4 at the suit. Before ! left the store ! F&K$F

HOT H"*#SP go with Pcold feet.P He who loses his temper is usually a 2luffer and when PcalledP is a Muitter.

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purchased the suit ! came in to loo4 at, and two others which ! had not intended purchasing. That was the difference 2etween a salesman and one who dro1e customers away. -oreo1er, ! later introduced two of my friends to this same salesman and he made si;a2le sales to each of them.

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! was once wal4ing down -ichigan Boule1ard, in .hicago, when my eye was attracted to a 2eautiful gray suit in the window of a men6s store. ! had no notion of 2uying the suit, 2ut ! was curious to 4now the price, so ! opened the door, and, without entering, merely pushed my head inside and as4ed the first man ! saw how much the suit in the window was. Then followed one of the cle1erest 2its of sales maneu1ering ! ha1e e1er o2ser1ed. The salesman 4new he could not sell me the suit unless ! came into the store, so he said, PWill you not step inside, sir, while ! find out the price of the suitLP Of course he 4new the price, all the time, 2ut that was his way of disarming me of the thought that he intended trying to sell me the suit. Of course ! had to 2e as polite as the salesman, so ! said, P.ertainly,P and wal4ed inside. The salesman said, PStep right this way, sir, and ! will get the information for you.P !n less than two minutes ! found myself standing in front of a case, with my coat off, getting ready to try on a coat li4e the one ! had o2ser1ed in the window. *fter ! was in the coat, which happened to fit almost perfectly 8which was no accident, than4s to the accurate eyes of an o2ser1ing salesman9 my attention was called to the nice, smooth touch of the material. ! ru22ed my hand up and down the arm of the coat, as ! had seen the salesman do while descri2ing the material, and, sure enough, it was a 1ery fine piece of material. By this time ! had again as4ed the price, and when ! was told that the suit was only fifty dollars ! was agreea2ly surprised, 2ecause ! had 2een led to 2elie1e that it might ha1e 2een priced much higher. Howe1er, when ! first saw the suit in the window my guess was that it was priced at a2out thirty:fi1e dollars, and ! dou2t that ! would ha1e paid that much for it had ! not fallen into the hands of a man who 4new how to show the suit to 2est ad1antage. !f the first coat tried on me had 2een a2out two si;es too large, or a si;e too small, ! dou2t that any sale would ha1e 2een made, despite the fact that all ready:to:wear suits sold in the 2etter stores are altered to fit the customer. ! 2ought that suit Pon the impulse of the moment,P as the psychologist would say, and ! am not the only man who 2uys goods on that same sort of impulse. * single slip on the part of the salesman would ha1e lost him the sale of that suit. !f he had replied, PFifty dollars,P when ! as4ed the price ! would ha1e said, PThan4 you,P and ha1e gone my way without loo4ing at the suit. ater in the season ! purchased two more suits from this same salesman, and if ! now li1ed in .hicago the chances are that ! would 2uy still other suits from him, 2ecause he always showed me suits that were in 4eeping with my personality.

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The -arshall Field store, in .hicago, gets more for merchandise than does any other store of its 4ind in the country. -oreo1er, people 4nowingly pay more at this store, and feel 2etter satisfied than if they 2ought the merchandise at another store for less money. Why is thisL Well, there are many reasons, among them the fact that anything purchased at the Field store which is not entirely satisfactory may 2e returned and eBchanged for other merchandise, or the purchase price may 2e refunded, Eust as the customer wishes. *n implied guarantee goes with e1ery article sold in the F&KCF

Field store. *nother reason why people will pay more at the Field store is the fact that the merchandise is displayed and shown to 2etter ad1antage than it is at most other stores. The Field window:displays are truly wor4s of art, no less than if they were created for the sa4e of art alone, and not merely to sell merchandise. The same is true of the goods displayed in the store. There is harmony and proper grouping of merchandise throughout the Field esta2lishment, and this creates an PatmosphereP that is more: much more: than merely an imaginary one. Still another reason why the Field store can get more for merchandise than most other merchants is due to the careful selection and super1ision of salespeople. One would seldom find a person employed in the Field store whom one would not 2e willing to accept as a social eMual, or as a neigh2or. +ot a few men ha1e made the acMuaintance of girls in the Field store who later 2ecame their wi1es. -erchandise purchased in the Field store is pac4ed or wrapped more artistically than is common in other stores, which is still another reason why people go out of their way and pay higher prices to trade there.

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While we are on the su2Eect of artistic wrapping of merchandise ! wish to relate the eBperience of a friend of mine which will not fail to con1ey a 1ery definite meaning to those engaged in the 2usiness of selling, as it shows how i"a i%atio% may 2e used e1en in wrapping merchandise. This friend had a 1ery fine sil1er cigarette case which he had carried for years, and of which he was 1ery proud 2ecause it was a gift from his wife. .onstant usage had 2anged the case up rather 2adly. !t had 2een 2ent, dented, the hinges warped, etc., until he decided to ta4e it to .aldwell the Eeweler, in Philadelphia, to 2e repaired. He left the case and as4ed them to send it to his office when it was ready. *2out two wee4s later a splendid:loo4ing new deli1ery wagon with the .aldwell name on it drew up in front of his office, and a nice:loo4ing young man in a neat uniform stepped out with a pac4age that was artistically wrapped and tied with a ri22on tape string. The pac4age happened to 2e deli1ered to my friend on his 2irthday, and, ha1ing forgotten a2out lea1ing the cigarette case to 2e repaired, and o2ser1ing the 2eauty and si;e of the pac4age that was handed to him, he naturally imagined that someone had sent him a 2irthday present. His secretary and other wor4ers in his office gathered around his des4 to watch him open up his Ppresent.P He cut the ri22on and remo1ed the outer co1ering. Under this was a co1ering of tissue paper, fastened with 2eautiful gold seals 2earing the .aldwell initials and trade:mar4. This paper was remo1ed and 2ehold< a most 2eautiful plush:lined 2oB met his eyes. The 2oB was opened, and, after remo1ing the tissue paper pac4ing, there was a cigarette case which he recogni;ed, after careful eBamination, as the one he had left to 2e repaired, 2ut it did not loo4 li4e the same case, than4s to the i"a i%atio% of the .aldwell manager. "1ery dent had 2een carefully straightened out. The hinges had 2een trued and the case had 2een polished and cleaned so it shone as it did when it was first purchased. Simultaneously a prolonged POo:o:o:o:o:o:Oh<P of admiration came from the onloo4ers, including the owner of the cigarette case. *nd the 2ill< Oh, it was a plenty, and yet the price charged for the repair did not seem too high. *s a matter of fact e1erything that entered into the transaction from the pac4ing of the case, with the fine tissue paper co1er, the gold seals, the ri22on tape string, the deli1ery of the pac4age 2y a neatly uniformed 2oy, from a well appointed new deli1ery wagon, was 2ased upon carefully calculated psychology which laid the foundation for a high price for the repair. F&KGF

". -. ST*T ") B".*-" TH" -OST SU.."SSFU HOT" -*+ !+ TH" WO) # B( )"+#")!+/ -O)" S"),!." and B"TT") S"),!." TH*+ H!S /U"STS W")" *S>"# TO P*( FO).

F&KHF

People, generally, do not complain of high prices, pro1iding the Pser1iceP or em2ellishment of the merchandise is such as to pa1e the way for high prices. What people do complain of, and rightly so, is high prices and PsloppyPser1ice. To me there was a great lesson in this cigarette case incident, and ! thin4 there is a lesson in it for any person who ma4es a 2usiness of selling any sort of merchandise. The goods you are selling may actually 2e worth all you are as4ing for them, 2ut if you do not carefully study the su2Eects of ad1antageous display and artistic pac4ing you may 2e accused of o1ercharging your customers.

SSSSSSSS
On Broad Street, in the city of Philadelphia, there is a fruit shop where those who patroni;e the store are met at the door 2y a man in uniform who opens the door for them. He does nothing else 2ut merely open the door, 2ut he does it with a smile 8e1en though it 2e a carefully studied and rehearsed smile9 which ma4es the customer feel welcome e1en 2efore he gets inside of the store. This fruit merchant speciali;es on specially prepared 2as4ets of fruit. 3ust outside the store is a 2ig 2lac4 2oard on which are listed the sailing dates of the 1arious ocean liners lea1ing +ew (or4 .ity. This merchant caters to people who wish 2as4ets of fruit deli1ered on 2oard departing 2oats on which friends are sailing. !f a man6s sweetheart, or perhaps his wife or a 1ery dear friend, happens to 2e sailing on a certain date he naturally wants the 2as4et of fruit he purchases for her to 2e em2ellished with frills and Ptrimmings.P -oreo1er, he is not necessarily loo4ing for something PcheapP or e1en ineBpensi1e. *ll of which the fruit merchant capitali;es< He gets from Q$@.@@ to Q&H.@@ for a 2as4et of fruit which one could purchase Eust around the corner, not more than a 2loc4 away, for from QC.@@ to QN.H@, with the eBception that the latter would not 2e em2ellished with the se1enty:fi1e cents6 worth of frills which the former contains. This merchant6s store is a small affair, no larger than the a1erage small fruit:stand store, 2ut he pays, a rent of at least Q$H,@@@.@@ a year for the place and ma4es more money than half a hundred ordinary fruit stands com2ined, merely 2ecause he 4nows how to display and deli1er his wares so they appeal to the 1anity of the 2uyers. This is 2ut another proof of the 1alue of imagination. The *merican people : and this means all of them, not merely the so:called rich : are the most eBtra1agant spenders on earth, 2ut they insist on PclassP when it comes to appearances such as wrapping and deli1ery and other em2ellishments which add no real 1alue to the merchandise they 2uy. The merchant who understands this, and has learned how to miB !-*/!+*T!O+ with his merchandise, may reap a rich har1est in return for his 4nowledge. *nd a great many are doing it, too. The salesman who understands the psychology of proper display, wrapping and deli1ery of merchandise, and who 4nows how to show his wares to fit the whims and characteristics of his customers, can ma4e ordinary merchandise 2ring fancy prices, and what is more important still, he can do so and still retain the patronage of his customers more readily than if he sold the same merchandise without the PstudiedP appeal and the artistic wrapping and deli1ery ser1ice. !n a PcheapP restaurant, where coffee is ser1ed in hea1y, thic4 cups and the sil1erware is tarnished or dirty, a ham sandwich is only a ham sandwich, and if the restaurant 4eeper gets fifteen cents for it he is doing well? 2ut Eust across the street, where the coffee is ser1ed in dainty thin cups, on neatly co1ered ta2les, 2y neatly dressed young women, a much smaller ham sandwich will 2ring a Muarter, to say nothing of the cost of the tip to the waitress. The only difference in the sandwiches is merely in appearances? the ham comes from the same 2utcher and the 2read from the same 2a4er, whether purchased from the former or the latter restaurant. The difference in price is 1ery considera2le, 2ut the difference in the merchandise F&KKF

is not a difference of either Muality or Muantity so much as it is of Patmosphere,P or appearances. People lo1e to 2uy PappearanceP or atmosphere< which is merely a more refined way of saying that which P. T. Barnum said a2out Pone 2eing 2orn e1ery minute.P !t is no o1erstatement of fact to say that a master of sales psychology could go into the a1erage merchant6s store, where the stoc4 of goods was worth, let us say, QH@,@@@.@@, and at 1ery slight additional eBpense ma4e the stoc4 2ring QK@,@@@.@@ to QNH,@@@.@@. He would do nothing eBcept coach the salespeople on the proper showing of the merchandise, after ha1ing purchased a small amount of more suita2le fiBtures, perhaps, and re:pac4ed the merchandise in more suita2le co1erings and 2oBes. * man6s shirt, pac4ed one to the 2oB, in the right sort of a 2oB, with a piece of ri22on and a sheet of, tissue paper added for em2ellishment, can 2e made to 2ring a dollar or a dollar and a half more than the same shirt would 2ring without the more artistic pac4ing. ! 4now this is true, and ! ha1e pro1ed it more times than ! can recall, to con1ince some s4eptical merchant who had not studied the effect of Pproper displays.P .on1ersely stated, ! ha1e pro1ed, many times, that, the finest shirt made cannot 2e sold for half its 1alue if it is remo1ed from its 2oB and placed on a 2argain counter, with inferior loo4ing shirts, 2oth of which eBamples pro1e that people do not 4now what they are 2uying : that they go more 2y appearances than they do 2y actual analysis of the merchandise they purchase. This is noticea2ly true in the purchase of automo2iles. The *merican people want, and #"-*+#, style in the appearance of automo2iles. What is under the hood or in the rear aBle they do not 4now and really do not care, as long as the car loo4s the part. Henry Ford reMuired nearly twenty years of eBperience to learn the truth of the statement Eust made, and e1en then, despite all of his analytical a2ility, he only ac4nowledged the truth when forced to do so 2y his competitors. !f it were not true that people 2uy PappearancesP more than they 2uy PrealityP Ford ne1er would ha1e created his new automo2ile. That car is the finest sort of eBample of a psychologist who appeals to the tendency which people ha1e to purchase Pappearance,P although, of course, it must 2e admitted that in this particular eBample the real 1alue of the car actually eBists.

F&KNF

/)"*T *.H!","-"+T !S USU* ( BO)+ OF /)"*T S*.)!F!.", *+# !S +",") TH" )"SU T OF S" F!SH+"SS.

F&K'F

THE LAW OF SUCCESS

In Sixteen Lessons

Napoleon Hill

Teaching, for the First Time in the History of the World, the True Philosophy upon which all Personal Success is Built.

Originally PUB !SH"# in $%&' B( The )* STO+ U+!,")S!T( P)"SS -")!#"+, .O++.

.OP()!/HT, $%&', B( +*PO "O+ H! 000000 *ll )ights )eser1ed

Pu2lished By 3ames ). Henry *ctor, Filmma4er, 5 Business Owner

Printed in the US*

esson Se1en "+THUS!*S-

F&N$F

! /*," a 2eggar a dime with the suggestion that he in1est it in a copy of "l2ert Hu22ard[s -essage to /arcia.

F&N&F

THE LAW OF SUCCESS Lesson Se'en Ent!#sias.

"You Can Do t if You !elie"e You Can#$ "+THUS!*S- is a state of mind that inspires and arouses one to put actio% into the tas4 at hand. !t does more than this: it is contagious, and 1itally affects not only the enthusiast, 2ut all with whom he comes in contact. "nthusiasm 2ears the same relationship to a human 2eing that steam does to the locomoti1e:it is the 1ital mo1ing force that impels actio%# The greatest leaders of men are those who 4now how to inspire enthusiasm in their followers. "nthusiasm is the most important factor entering into salesmanship. !t is, 2y far, the most 1ital factor that enters into pu2lic spea4ing. !f you wish to understand the difference 2etween a man who is enthusiastic and one who is not, compare Billy Sunday with the a1erage man of his profession. The finest sermon e1er deli1ered would fall upon deaf ears if it were not 2ac4ed with enthusiasm 2y the spea4er.

HOW ENTHUSIASM WILL AFFECT YOU

-iB enthusiasm with your wor4 and it will not seem hard or monotonous. "nthusiasm will so energi;e your entire 2ody that you can get along with less than half the usual amount of sleep and at the same time it will ena2le you to perform from two to three times as much wor4 as you usually perform in a gi1en period, without fatigue. For many years ! ha1e done most of my writing at night. One night, while ! was enthusiastically at wor4 o1er my typewriter, ! loo4ed out of the window of my study, Eust across the sMuare from the -etropolitan tower, in +ew (or4 .ity, and saw what seemed to 2e the most peculiar reflection of the moon on the tower. !t was of a sil1ery gray shade, such as ! had ne1er seen 2efore. Upon closer inspection ! found that the reflection was that of the early morning sun and not that of the moon. !t was daylight< ! had 2een at wor4 all night, 2ut ! was so engrossed in my wor4 that the night had passed as though it were 2ut an hour. ! wor4ed at my tas4 all that day and all the following night without stopping, eBcept for a small amount of light food. Two nights and one day without sleep, and with 2ut little food, without the slightest e1idence of fatigue, would not ha1e 2een possi2le had ! not 4ept my 2ody energi;ed with e%th&sias" o1er the wor4 at hand. 5%th&sias" is not merely a figure of speech? it is a 1ital force that you can harness and use with profit. Without it you would resem2le an electric 2attery without electricity. 5%th&sias" is the 1ital force with which you recharge your 2ody and de1elop a dynamic personality. Some people are 2lessed with natural enthusiasm, while others must acMuire it. The procedure through which it may 2e de1eloped is simple. !t 2egins 2y the doing of the wor4 or rendering of the ser1ice which one li4es 2est. !f you should 2e so situated that you cannot con1eniently engage in the wor4 which you li4e 2est, for the time 2eing, then you can proceed along another line 1ery effecti1ely 2y adopting a defi%ite chief ai" that contemplates your engaging in that particular wor4 at some future time. ac4 of capital and many other circumstances o1er which you ha1e no immediate control may force you to engage in wor4 which you do not li4e, 2ut no one can stop you from determining in your F&NCF

own mind what your defi%ite chief ai" in life shall 2e, nor can anyone stop you from planning ways and means for translating this aim into reality, nor can anyone stop you from miBing e%th&sias" with your plans. Happi%ess, the final o2Eect of all human effort, is a state of mind that can 2e maintained only through the hope of future achie1ement. Happiness lies always in the future and ne1er in the past. The happy person is the one who dreams of heights of achie1ement that are yet unattained. The home you intend to own, the money you intend to earn and place in the 2an4, the trip you intend to ta4e when you can afford it, the Position in life you intend to fill when you ha1e prepared yourself, and the preparation, itself:these are the things that produce happiness. i4ewise, these are the materials out of which your defi%ite chief ai" is formed? these are the things o1er which you may 2ecome e%th&siastic, no matter what your present station in life may 2e. -ore than twenty years ago ! 2ecame enthusiastic o1er an idea. When the idea first too4 form in my mind ! was unprepared to ta4e e1en the first step toward its transformation into reality. But ! nursed it in my mind : ! 2ecame e%th&siastic o1er it as ! loo4ed ahead, in my imagination, and saw the time when ! would 2e prepared to ma4e it a reality. The idea was thisO ! wanted to 2ecome the editor of a maga;ine, 2ased upon the /olden )ule, through which ! could inspire people to 4eep up courage and deal with one another sMuarely. Finally my chance came< and, on armistice day, $%$', ! wrote the first editorial for what was to 2ecome the material reali;ation of a hope that had lain dormant in my mind for nearly a score of years. With e%th&sias" ! poured into that editorial the emotions which ! had 2een de1eloping in my heart o1er a period of more than twenty years. -y dream had come true. -y editorship of a national maga;ine had 2ecome a reality. *s ! ha1e stated, this editorial was written with e%th&sias"# ! too4 it to a man of my acMuaintance and with e%th&sias" ! read it to him. The editorial ended in these wordsO P*t last my twenty:year:old dream is a2out to come true. !t ta4es money, and a lot of it, to pu2lish a national maga;ine, and ! ha1en6t the slightest idea where ! am going to get this essential factor, 2ut this is worrying me not at all 2ecause I '%o( I a" oi% to et it so"e(here*$ *s ! wrote those lines, ! miBed e%th&sias" and faith with them. ! had hardly finished reading this editorial when the man to whom ! read it:the first and only person to whom ! had shown it : saidO P! can tell you where you are going to get the money, for ! am going to supply it.P *nd he did< (es, e%th&sias" is a 1ital force? so 1ital, in fact, that no man who has it highly de1eloped can 2egin e1en to approBimate his power of achie1ement. Before passing to the neBt step in this lesson, ! wish to repeat and to emphasi;e the fact that you may de1elop e%th&sias" o1er your defi%ite chief ai" in life, no matter whether you are in position to achie1e that purpose at this time or not. (ou may 2e a long way from reali;ation of your defi%ite chief ai", 2ut if you will 4indle the fire of e%th&sias" in your heart, and 4eep it 2urning, 2efore 1ery long the o2stacles that now stand in the way of your attainment of that purpose will melt away as if 2y the force of magic, and you will find yourself in possession of power that you did not 4now you possessed.

HOW YOUR ENTHUSIASM WILL AFFECT OTHERS

We come, now, to the discussion of one of the most important su2Eects of this )eading .ourse, namely, s& estio%# !n the preceding lessons we ha1e discussed the su2Eect of A&to-s& estio%, which is self: suggestion. (ou saw, in esson Three, what an important part *uto:suggestion played. F&NGF

O+" of the most 1alua2le things any man can learn is the art of using the 4now:ledge and eBperience of others.

F&NHF

Suggestion is the principle through which your words and your acts and e1en yo&r state of "i%d influence others. That you may comprehend the far:reaching power of s& estio%, let me refer to the !ntroductory esson, in which the principle of telepathy is descri2ed. !f you now understand and accept the principle of telepathy 8the communication of thought from one mind to another without the aid of signs, sym2ols or sounds9 as a reality, you of course understand why e%th&sias" is contagious, and why it influences all within its radius. When your own mind is 1i2rating at a high rate, 2ecause it has 2een stimulated with e%th&sias", that 1i2ration registers in the minds of all within its radius, and especially in the minds of those with whom you come in close contact. When a pu2lic spea4er PsensesP the feeling that his audience is Pen rapportP with him he merely recogni;es the fact that his own e%th&sias" has influenced the minds of his listeners until their minds are 1i2rating in harmony with his own. When the salesman PsensesP the fact that the PpsychologicalP moment for closing a sale has arri1ed, he merely feels the effect of his own e%th&sias" as it influences the mind of his prospecti1e 2uyer and places that mind Pen rapportP 8in harmony9 with his own. The su2Eect of s& estio% constitutes so 1itally an important part of this lesson, and of this entire course, that ! will now proceed to descri2e the three mediums through which it usually operates? namely, what you say, what you do and what you thi%'* When you are enthusiastic o1er the goods you are selling or the ser1ices you are offering, or the speech you are deli1ering, your state of mind 2ecomes o21ious to all who hear you, by the to%e of yo&r voice# Whether you ha1e e1er thought of it in this way or not, it is the tone in which you ma4e a statement, more than it is the statement itself, that carries con1iction or fails to con1ince. +o mere com2ination of words can e1er ta4e the place of a deep 2elief in a statement that is eBpressed with 2urning e%th&sias"# Words are 2ut de1itali;ed sounds unless colored with feeling that is 2orn of e%th&sias"# Here the printed word fails me, for ! can ne1er eBpress with mere type and paper the difference 2etween words that fall from unemotional lips, without the fire of e%th&sias" 2ac4 of them, and those which seem to pour forth from a heart that is 2ursting with eagerness for eBpression. The difference is there, howe1er. Thus, (hat yo& say, and the way in which you say it, con1eys a meaning that may 2e Eust the opposite to what is intended. This accounts for many a failure 2y the salesman who presents his arguments in words which seem logical enough, 2ut lac4 the coloring that can come only from e%th&sias" that is 2orn of sincerity and 2elief in the goods he is trying to sell. His, words said one thing, 2ut the tone of his 1oice s& ested something entirely different? therefore, no sale was made. That which you say is an important factor in the operation of the principle of s& estio%, 2ut not nearly so important as that which you do# 4o&r acts (ill co&%t for "ore tha% yo&r (ords, and woe unto you if the two fail to harmoni;e. !f a man preach the /olden )ule as a sound rule of conduct his words will fall upon deaf ears if he does not practice that which he preaches. The most effecti1e sermon that any man can preach on the soundness of the /olden )ule is that which he preaches, 2y s& estio%, when he applies this rule in his relationships with his fellow men. !f a salesman of Ford automo2iles dri1es up to his prospecti1e purchaser in a Buic4, or some other ma4e of car, all the arguments he can present in 2ehalf of the Ford will 2e without effect. Once ! went into one of the offices of the #ictaphone .ompany to loo4 at a dictaphone 8dictating machine9. The salesman in charge presented a logical argument as to the machine6s merits, while the stenographer at his side was transcri2ing letters from a shorthand note:2oo4. His arguments in fa1or of a dictating machine, as compared with the old method of dictating to a stenographer, did not impress me, 2ecause his actions were not in harmony with his words. F&NKF

(our tho& hts constitute the most important of the three ways in which you apply the principle of s& estio%, for the reason that they control the tone of your words and, to some eBtent at least, your actions. !f your tho& hts and your actio%s and your (ords harmoni;e, you are 2ound to influence those with whom you come in contact, more or less toward your way of thin4ing. We will now proceed to analy;e the su2Eect of s& estio% and to show you eBactly how to apply the principle upon which it operates. *s we ha1e already seen, s& estio% differs from *uto:suggestion only in one way : we use it, consciously or unconsciously, when we influence others, while we use A&tos& estio% as a means of influencing oursel1es. Before you can influence another person through s& estio%, that person6s mind must 2e in a state of neutrality? that is, it must 2e open and recepti1e to your method of s& estio%# )ight here is where most salesmen fail : they try to ma4e a sale 2efore the mind of the prospecti1e 2uyer has 2een rendered recepti1e or neutrali;ed. This is such a 1ital point in this lesson that ! feel impelled to dwell upon it until there can 2e no dou2t that you understand the principle that ! am descri2ing. When ! say that the salesman must neutrali;e the mind of his prospecti1e purchaser 2efore a sale can 2e made ! mean that the prospecti1e purchaser6s mind must 2e credulous. * state of confidence must ha1e 2een esta2lished and it is o21ious that there can 2e no set rule for either esta2lishing confidence or neutrali;ing the mind to a state of openness. Here the ingenuity of the salesman must supply that which cannot 2e set down as a hard and fast rule. ! 4now a life insurance salesman who sells nothing 2ut large policies, amounting to Q$@@,@@@.@@ and upward. Before this man e1en approaches the su2Eect of insurance with a prospecti1e client he familiari;es himself with the prospecti1e client6s complete history, including his education, his financial status, his eccentricities if he has any, his religious preferences and other data too numerous to 2e listed. *rmed with this information, he manages to secure an introduction under conditions which permit him to 4now the Prospecti1e client in a social as well as a 2usiness way. +othing is said a2out the sale of life insurance during his first 1isit, nor his second, and sometimes he does not approach the su2Eect of insurance until he has 2ecome 1ery well acMuainted with the prospecti1e client. *ll this time, howe1er, he is not dissipating his efforts. He is ta4ing ad1antage of these friendly 1isits for the purpose of neutrali;ing his prospecti1e client6s mind? that is, he is 2uilding up a relationship of confidence so that when the time comes for him to tal4 life insurance that which he says will fall upon ears that (illi% ly liste%# Some years ago ! wrote a 2oo4 entitled How to Sell (our Ser1ices. 3ust 2efore the manuscript went to the pu2lisher, it occurred to me to reMuest some of the well 4nown men of the United States to write letters of endorsement to 2e pu2lished in the 2oo4. The printer was then waiting for the manuscript? therefore, ! hurriedly wrote a letter to some eight or ten men, in which ! 2riefly outlined eBactly what ! wanted, 2ut the letter 2rought 2ac4 no replies. ! had failed to o2ser1e two important prereMuisites for success : ! had written the letter so hurriedly that ! had failed to inEect the spirit of e%th&sias" into it, and, ! had neglected so to word the letter that it had the effect of neutrali;ing the minds of those to whom it was sent? therefore, ! had not pa1ed the way for the application of the principle of s& estio%# *fter ! disco1ered my mista4e, ! then wrote a letter that was 2ased upon strict application of the principle of s& estio%, and this letter not only 2rought 2ac4 replies from all to whom it was sent, 2ut many of the replies were masterpieces and ser1ed, far 2eyond my fondest hopes, as 1alua2le supplements to the 2oo4. For the purpose of comparison, to show you how the principle of s& estio% may 2e used in writing a letter, and what an important part e%th&sias" plays in gi1ing the written word Pflesh,P the two letters are here reproduced. !t will not 2e necessary to indicate which letter failed, as that will 2e Muite o21iousO F&NNF

* .*)"FU in1entory of all your past eBperiences may disclose the startling fact that e1erything has happened for the 2est.

F&N'F

-y dear -r. FordO ! am Eust completing a manuscript for a new 2oo4 entitled How to Sell (our Ser1ices. ! anticipate the sale of se1eral hundred thousand of these 2oo4s and ! 2elie1e those who purchase the 2oo4 would welcome the opportunity of recei1ing a message from you as to the 2est method of mar4eting personal ser1ices. Would you, therefore, 2e good enough to gi1e me a few minutes of your time 2y writing a 2rief message to 2e pu2lished in my 2oo4L This will 2e a 2ig fa1or to me personally and ! 4now it would 2e appreciated 2y the readers of the 2oo4. Than4ing you in ad1ance for any consideration you may care to show me, ! am, (ours 1ery truly,

SSSSSSSS
Hon. Thomas ). -arshall, ,ice:President of the United States, Washington, #. .. -y dear -r. -arshallO Would you care for the opportunity to send a message of encouragement, and possi2ly a word of ad1ice, to a few hundred thousand of your fellow men who ha1e failed to ma4e their mar4 in the world as successfully as you ha1e doneL ! ha1e a2out completed a manuscript for a 2oo4 to 2e entitled How to Sell (our Ser1ices. The main point made in the 2oo4 is that ser1ice rendered is ca&se and the pay en1elope is effect) and that the latter 1aries in proportion to the efficiency of the former. The 2oo4 would 2e incomplete without a few words of ad1ice from a few men who, li4e yourself, ha1e come up from the 2ottom to en1ia2le positions in the world. Therefore, if you will write me of your 1iews as to the most essential points to 2e 2orne in mind 2y those who are offering personal ser1ices for sale ! will pass your message on through my 2oo4, which will insure its getting into hands where it will do a world of good for a class of earnest people who are struggling to find their places in the world6s wor4. ! 4now you are a 2usy man, -r. -arshall, 2ut please 2ear in mind that 2y simply calling in your secretary and dictating a 2rief letter you will 2e sending forth an important message to possi2ly half a million people. !n money this will not 2e worth to you the two cent stamp that you will place on the letter, 2ut, if estimated from the 1iewpoint of the good it may do others who are less fortunate than yourself, it may 2e worth the difference 2etween success and failure to many a worthy person who will read your message 2elie1e in it, and 2e guided 2y it. ,ery cordially yours, +ow, let us analy;e the two letters and find out why one failed in its mission while the other succeeded. This analysis should start with one of the most important fundamentals of salesmanship, namely moti1e. !n the first letter it is o21ious that the moti1e is entirely one of self:interest. The letter states eBactly what is wanted, 2ut the wording of it lea1es a dou2t as to (hy the reMuest is made or whom it is intended, to 2enefit. Study the sentence in the second paragraph, PThis will 2e a 2ig fa1or to me personally, etc.P +ow it may seem to 2e a peculiar trait, 2ut the truth is that most people will not grant fa1ors Eust to please others. !f ! as4 you to render a ser1ice that will 2enefit me, without 2ringing you some corresponding ad1antage, you will not show much enthusiasm in granting that fa1or? you may refuse altogether if you ha1e a plausi2le eBcuse for refusing. But if ! as4 you to render a ser1ice that will 2enefit a third person, e1en though the ser1ice must 2e rendered through me? and if that ser1ice is of such F&N%F

a nature that it is li4ely to reflect credit on you, the chances are that you will render the ser1ice willingly. We see this psychology demonstrated 2y the man who pitches a dime to the 2eggar on the street, or perhaps refuses e1en the dime, 2ut willingly hands o1er a hundred or a thousand dollars to the charity wor4er who is 2egging in the name of others. But the most damaging suggestion of all is contained in the last and most important paragraph of the letter, PThan4ing you in ad1ance for a%y co%sideratio% yo& "ay care to sho( "e#$ This sentence strongly suggests that the writer of the letter anticipates a refusal of his reMuest. !t clearly indicates lac4 of e%th&sias"# !t pa1es the way for a refusal of the reMuest. There is not one single word in the entire letter that places in the mind of a man to whom it is sent a satisfactory reason why he should comply with the reMuest. On the other hand, he can clearly see that the o2Eect of the letter is to secure from him a letter of endorsement that will help sell the 2oo4. The most important selling argument : in fact, the only selling argument a1aila2le in connection with this reMuest, has 2een lost 2ecause it was not 2rought out and esta2lished as the real moti1e for ma4ing the reMuest. This argument was 2ut faintly mentioned in the sentence, P! 2elie1e those who purchase the 2oo4 would welcome the opportunity of recei1ing a message from you as to the 2est method of mar4eting personal ser1ices.P The opening paragraph of the letter 1iolates an important fundamental of salesmanship 2ecause it clearly suggests that the o2Eect of the letter is to gain some ad1antage for its writer, and does not e1en hint at any corresponding ad1antage that may accrue to the person to whom it is sent. !nstead of neutrali;ing the mind of the recipient of the letter, as it should do, it has Eust the opposite effect? it causes him to close his mind against all argument that follows? it puts him in a frame of mind that ma4es it easy for him to say no. !t reminds me of a salesman : or, perhaps ! should say, a man who wanted to 2e a salesman T who once approached me for the purpose of selling me a su2scription to the Saturday "1ening Post. *s he held a copy of the maga;ine in front of me he suggested the answer ! should ma4e 2y this MuestionO $4o& (o&ld%/t s&bscribe for the Post to help "e o&t, (o&ld yo&+$ Of course ! said no< He had made it easy for me to say no. There was no e%th&sias" 2ac4 of his words, and gloom and discouragement were written all o1er his face. He needed the commission he would ha1e made on my su2scription had ! purchased? no dou2t a2out that : 2ut he suggested nothing that appealed to my self:interest moti1e, therefore he lost a sale. But the loss of this o%e sale was not the sad part of his misfortune? the sad part was that this same attitude was causing him to lose all other sales which he might ha1e made had he changed his approach. * few wee4s later another su2scription agent approached me. She was selling a com2ination of siB maga;ines, one of which was the Saturday "1ening Post, 2ut how different was her approach. She glanced at my li2rary ta2le, on which she saw se1eral maga;ines, then at my 2oo4 shel1es, and eBclaimed with e%th&sias": $Oh* I see yo& are a lover of boo's a%d "a a,i%es#$ ! pro&dly pleaded guilty to the charge. O2ser1e the word $pro&dly,$ for it has an important 2earing on this incident. ! laid down the manuscript that ! was reading when this saleswoman came in, for ! could see that she was a woman of intelligence. 3ust how ! came to see this ! will lea1e to your imagination. The important point is that ! laid down the manuscript and actually felt myself wanting to hear what she had to say. With the aid of ele1en words, plus a pleasant smile, plus a tone of genuine enthusiasm, she had neutrali;ed my mind sufficiently to ma4e me want to hear her. She had performed her most difficult tas4, with those few words, 2ecause ! had made up my mind when she was announced that ! would 4eep my manuscript in my hands and there2y con1ey to her mind, as politely as ! could, the fact that ! was 2usy and did not wish to 2e detained. Being a student of salesmanship and of s& estio%, ! carefully watched to see what her neBt mo1e would 2e. She had a 2undle of maga;ines under her arm and ! eBpected she would unroll it and 2egin to F&'@F

F!)ST !-P)"SS!O+S )"* ( #O .OU+T. #)"SS TO OO> TH" P*)T (OU !+T"+# TO P *( !+ !F", BUT T*>" .*)" +OT TO O,")#O !T.

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urge me to purchase, 2ut she didn6t. (ou will recall that ! said she was selli% a com2ination of siB maga;ines? not merely trying to sell them. She wal4ed o1er to my 2oo4 shel1es, pulled out a copy of "merson6s "ssays, and for the neBt ten minutes she tal4ed a2out "merson6s essay on .ompensation so interestingly that ! lost sight of the roll of maga;ines that she carried. 8She was neutrali;ing my mind some more.9 !ncidentally, she ga1e me a sufficient num2er of new ideas a2out "merson6s wor4s to pro1ide material for an eBcellent editorial. Then she as4ed me which maga;ines ! recei1ed regularly, and after ! told her she smiled as she 2egan to unroll her 2undle of maga;ines and laid them on the ta2le in front of me. She analy;ed her maga;ines one 2y one, and eBplained Eust why ! should ha1e each of them. The Saturday "1ening Post would 2ring me the cleanest fiction? iterary #igest would 2ring me the news of the world in condensed form, such as a b&sy "a% li'e "yself would demand? the *merican -aga;ine would 2ring me the latest 2iographies of the men who were leading in 2usiness and industry, and so on, until she had co1ered the entire list. But ! was not responding to her argument as freely as she thought ! should ha1e, so she slipped me this gentle suggestionO $A "a% of yo&r positio% is bo&%d to be (ell i%for"ed a%d, if he is%/t, it (ill sho( &p i% his o(% (or'*$ She spo4e the truth< Her remar4 was 2oth a compliment and a gentle reprimand. She made me feel somewhat sheepish 2ecause she had ta4en in1entory of my reading matter:and siB of the leading maga;ines were not on my list. 8The siB that she was selling.9 Then ! 2egan to PslipP 2y as4ing her how much the siB maga;ines would cost. She put on the finishing touches of a well presented sales tal4 2y this tactful replyO PThe costL Why, the cost of the entire num2er is less than you recei1e for a single page of the typewritten manuscript that you had in your hands when ! came in.P *gain she spo4e the truth. *nd how did she happen to guess so well what ! was getting for my manuscriptL The answer is, she didn6t guess : she '%e(* She made it a part of her 2usiness to draw me out tactfully as to the nature of my wor4 8which in no way made me angry9. She 2ecame so deeply interested in the manuscript which ! had laid down when she came in, that she actually induced me to tal4 a2out it. 8! am not saying, of course, that this reMuired any great amount of s4ill or coaBing, for ha1e ! not said that it (as "y "a%&script+9 !n my remar4s a2out that manuscript, ! suspect ! ad"itted that ! was recei1ing Q&H@.@@ for the fifteen pages? yes, I a" s&re I (as careless e%o& h to ad"it that I (as bei% (ell paid for "y (or'# Perhaps she induced me to ma4e the admission. *t any rate, the information was 1alua2le to her and she made effecti1e use of it at the psychological moment. For all ! 4now it was a part of her plan to o2ser1e carefully all that she saw and heard, with the o2Eect of finding out Eust what my wea4nesses were and what ! was most interested in discussing. Some salesmen ta4e the time to do this? some do not. She was one of those who did. (es,she went away with my order for the siB maga;ines? also my twel1e dollars. But that was not all the 2enefit she deri1ed from tactful s& estio% plus e%th&sias") she got my consent to can1ass my office, and 2efore she left she had fi1e other orders from my employees. At %o ti"e d&ri% her stay did she leave the i"pressio% that I (as favori% her by p&rchasi% her "a a,i%es# ?&st to the co%trary, she disti%ctly i"pressed "e (ith the feeli% that she (as re%deri% "e a favor# This (as tactf&l s& estio%# Before we get away from this incident, ! wish to ma4e an admission : when she drew me into con1ersation she did it in such a way that ! tal4ed with e%th&sias"# There were two reasons for this. She was one of them? and the other one was the fact that she managed to get me to tal4 abo&t "y o(% (or'* F&'&F

Of course ! am not suggesting that you should 2e meddlesome enough to smile at my carelessness as you read this? or that you should gather from this incident the impression that this tactful saleswoman actually led me to tal4 of my own wor4 for the purpose of neutrali;ing my mind so that ! would listen to her, when she was ready to tal4 of her maga;ines, as patiently as she had listened to me. Howe1er, if you should 2e cle1er enough to draw a lesson from her method, there is no way for me to stop you from doing so. *s ! ha1e stated, when ! tal4ed ! miBed e%th&sias" with my con1ersation. Perhaps ! caught the spirit of e%th&sias" from this cle1er saleswoman, when she made that opening remar4 as she came into my study. (es, ! am sure this is where ! caught it, and, ! am Eust as sure that her enthusiasm was not a matter of accident. She had trained herself to loo4 for something in her prospecti1e purchaser6s office, or wor4, or his con1ersation, o1er which she could eBpress e%th&sias"# )emem2er, s& estio% and e%th&sias" go hand in hand< ! can remem2er, as though it were yesterday, the feeling that came o1er me when that would:2e salesman pushed that Saturday "1ening Post in front of me, as he remar4edO P(ou wouldn6t su2scri2e for the Post to help me out, would youLP His words were chilled, they were lifeless? they lac4ed e%th&sias") they registered an impression in my mind, 2ut that impression was one of coldness. ! wanted to see the man go out at the door at which he had come in. -ind you, ! am not naturally unsympathetic, 2ut the tone of his 1oice, the loo4 on his face, his general 2earing s& ested that he was there to as4 a fa1or and not to offer one. S& estio% is one of the most su2tle and powerful principles of psychology. (ou are ma4ing use of it in all that you do and say and thin4, 2ut, unless you understand the difference 2etween negati1e suggestion and positi1e suggestion, you may 2e using it in such a way that it is 2ringing you defeat instead of success. Science has esta2lished the fact that through the negati1e use of suggestion life may 2e eBtinguished. Some years ago, in France, a criminal was condemned to death, 2ut 2efore the time for his eBecution an eBperiment was performed on him which conclusi1ely pro1ed that through the principle of suggestion death, could 2e produced. The criminal was 2rought to the guillotine and his head was placed under the 4nife, after he had 2een 2lindfolded. * hea1y, sharp edged plan4 was then dropped on his nec4, producing a shoc4 similar to that of a sharp edged 4nife. Warm water was then gently poured on his nec4 and allowed to tric4le slowly down his spine, to imitate the flow of warm 2lood. !n se1en minutes the doctors pronounced the man dead. His imagination, through the principle of suggestion, had actually turned the sharp edged plan4 into a guillotine 2lade and stopped his heart from 2eating. !n the little town where ! was raised, there li1ed an old lady who constantly complained that she feared death from cancer. #uring her childhood she had seen a woman who had cancer and the sight had so impressed itself upon her mind that she 2egan to loo4 for the symptoms of cancer in her own 2ody. She was sure that e1ery little ache and pain was the 2eginning of her long:loo4ed:for symptom of cancer. ! ha1e seen her place her hand on her 2reast and ha1e heard her eBclaim, POh, ! am sure ! ha1e a cancer growing here. ! can feel it.P When complaining of this imaginary disease, she always placed her hand on her left 2reast, where she 2elie1ed the cancer was attac4ing her. For more than twenty years she 4ept this up. * few wee4s ago she died : (ith ca%cer o% her left breast* !f suggestion will actually turn the edge of a plan4 into a guillotine 2lade and transform healthy 2ody cells into parasites out of which cancer will de1elop, can you not imagine what it will do in destroying disease germs, if properly directedL S& estio% is the law through which mental healers wor4 what appear to 2e miracles. ! ha1e personally witnessed the remo1al of parasitical growths 4nown as warts, through the aid of suggestion, within forty: eight hours. 4o&: the reader of this lesson : can 2e sent to 2ed with i"a i%ary sic4ness of the worst sort, in two hours6 time or less, through the use of s& estio%# !f you should start down the street and three or four F&'CF

Half the wrec4s that strew life6s ocean !f some star had 2een their guide, -ight in safety now 2e riding, But they drifted with the Tide.

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people in whom you had confidence should meet you and each eBclaim that you loo4 ill you would 2e ready for a doctor. This 2rings to mind an eBperience that ! once had with a life insurance salesman. ! had made application for a policy, 2ut was undecided as to whether ! would ta4e ten or twenty thousand dollars. -eanwhile, the agent had sent me to the life insurance company6s doctor to 2e eBamined. The following day ! was called 2ac4 for another eBamination. The second time the eBamination was more searching, and the doctor carried a worried loo4 on his face. The third day ! was called 2ac4 again, and this time two consulting physicians were there to loo4 me o1er. They ga1e me the most searching eBamination ! had e1er recei1ed or e1en heard of. The neBt day the agent called on me and addressed me as followsO P! do not wish to alarm you< 2ut the doctors who eBamined you do not agree on your analysis. (ou ha1e not yet decided whether you will ta4e ten or twenty thousand dollars6 worth of insurance, and ! do not thin4 it fair for me to gi1e you a report on your medical eBamination until you ma4e this decision, 2ecause if ! did you might feel that ! was urging you to ta4e the larger amountP Then ! spo4e up and saidO PWell, ! ha1e already decided to ta4e the full amount.P True enough? ! had decided to ta4e the full twenty thousand dollar policy. I decided the "o"e%t the a e%t pla%ted the s& estio% i% "y "i%d that perhaps I had so"e co%stit&tio%al (ea'%ess that (o&ld "a'e it hard for "e to et as "&ch i%s&ra%ce as I (a%ted# P,ery well,P said the agent,P now that you ha1e decided ! feel it my duty to tell you that two of the doctors 2elie1e you ha1e the tu2ercular germ in your system, while the other two disagree with them.P The tric4 had 2een turned. .le1er suggestion had pushed me o1er the fence of indecision and we were all satisfied. Where does e%th&sias" come in, do you as4L +e1er mind, it Pcame inP all right, 2ut if you wish to 4now who 2rought it you will ha1e to as4 the life insurance agent and his four medical acco"plices, for ! am sure they must ha1e had a hearty laugh at my eBpense. But the tric4 was all right. ! needed the insurance anyway. Of course, if you happen to 2e a life insurance agent you will not gra2 this idea and wor4 it out on the neBt prospecti1e client who is slow in ma4ing up his mind a2out ta4ing a policy. Of course you will not< * few months ago ! recei1ed one of the most effecti1e pieces of ad1ertising ! e1er saw. !t was a neat little 2oo4 in which a cle1er automo2ile insurance salesman had reprinted press dispatches that he had gathered from all o1er the country, in which it was shown that siBty:fi1e automo2iles had 2een stolen in a single day. On the 2ac4 page of the 2oo4 was this highly s& estive statementO $4o&r car "ay be the %ext o%e to o# Is it i%s&red+$ *t the 2ottom of the page was the salesman6s name and address? also his telephone num2er. Before ! had finished reading the first two pages of the 2oo4 ! called the salesman on the telephone and made inMuiry a2out rates. He came right o1er to see me, and you 4now the remainder of the story.

SSSSSSSS
/o 2ac4, now, to the two letters and let us analy;e the second one, which 2rought the desired replies from all to whom it was sent. Study, carefully, the first paragraph and you will o2ser1e that it as4s a Muestion which can 2e answered in 2ut one way. .ompare this opening paragraph with that of the first letter, 2y as4ing yourself which of the two would ha1e impressed you most fa1ora2ly. This paragraph is worded as it is for a two:fold purpose? first, it is intended to ser1e the purpose of neutrali;ing the mind of the reader so he will read the remainder of the letter in an open:minded attitude? and, second, it as4s a Muestion which can 2e answered in 2ut one way, for the purpose of committing the reader to a 1iewpoint which harmoni;es with the nature of the ser1ice that he is to 2e reMuested to render in su2seMuent F&'HF

paragraphs of the letter. !n the second lesson of this course you o2ser1ed that *ndrew .arnegie refused to answer my Muestion, when ! as4ed him to what he attri2uted his s&ccess, until he had as4ed me to define the word s&ccess# He did this to a1oid misunderstanding. The first paragraph of the letter we are analy;ing is so worded that it states the o2Eect of the letter and at the same time practically forces the reader to accept that o2Eect as 2eing sound and reasona2le. *ny person who would answer the Muestion as4ed in this paragraph of the letter under discussion, in the negati1e, would, 2y the same answer, con1ict himself on the charge of selfishness, and no man wants to face himself with a guilty conscience on such a charge. 3ust as the farmer first plows his ground, then fertili;es it, and perhaps harrows it and prepares it to recei1e the seed, in order that he may 2e sure of a crop, so does this paragraph fertili;e the mind of the reader and prepare it for the seed which is to 2e placed there through the su2tle s& estio% that the paragraph contains. Study, carefully, the second paragraph of the letter and you will o2ser1e that it carries a statement of fact which the reader can %either -&estio% %or de%y* !t pro1ides him with no reason for argument 2ecause it is o21iously 2ased upon a sound fundamental. !t ta4es him the second step of the psychological Eourney that leads straight toward compliance with the reMuest that is carefully clothed and co1ered up in the third paragraph of the letter, 2ut you will notice that the third paragraph 2egins 2y paying the reader a nice little compliment that was not designed to ma4e him angry. PTherefore, if you will write me of your 1iews as to the most essential points to 2e 2orne in mind 2y those who are offering personal ser1ices for sale,P etc., Study the wording of this sentence, together with the setting in which it has 2een placed, and you will o2ser1e that it hardly appears to 2e a reMuest at all, and certainly there is nothing a2out it to suggest that the (riter of the letter is re-&esti% a favor for his perso%al be%efit# *t most, it can 2e construed merely as a reMuest for a fa1or for others. +ow study the closing paragraph and notice how tactfully concealed is the suggestion that if the reader should refuse the reMuest he is placing himself in the aw4ward position of one who does not care enough a2out those who are less fortunate than himself to spend a two cent stamp and a few minutes of time for their 2enefit. From start to finish the letter con1eys its strongest impressions 2y mere s& estio%, yet this suggestion is so carefully co1ered that it is not o21ious eBcept upon careful analysis of the entire letter. The whole construction of the letter is such that if the reader lays it aside without complying with the reMuest it ma4es he (ill have to rec'o% (ith his o(% co%scie%ce* This effect is intensified 2y the last sentence of the last paragraph and especially 2y the last thirteen words of that sentence, Pwho will read yo&r "essa e, believe i% it, a%d be &ided by it#$ This letter 2rings the reader up with a 2ang and turns his own conscience into an ally of the writer? it corners him, Eust as a hunter might corner a ra22it 2y dri1ing it into a carefully prepared net. The 2est e1idence that this analysis is correct is the fact that the letter 2rought replies from e1ery person to whom it was sent, despite the fact that e1ery one of these men was of the type that we spea4 of as 2eing a man of affairs : the type that is generally supposed to 2e too 2usy to answer a letter of this nature. +ot only did the letter 2ring the desired replies, 2ut the men to whom it was sent replied in person, with the eBception of the late Theodore )oose1elt, who replied under the signature of a secretary. 3ohn Wanama4er and Fran4 *. ,anderlip wrote two of the finest letters ! ha1e e1er read, each a masterpiece that might well ha1e adorned the pages of a more dignified 1olume than the one for which the letters were reMuested. *ndrew .arnegie also wrote a letter that was well worth consideration 2y all who ha1e personal ser1ices for sale. William 3ennings Bryan wrote a fine letter, as did, also, the late ord +orthcliffe. +one of these men wrote merely to please me, for ! was un4nown to all of them, with the eBception of four. They did %ot (rite to please "e -they (rote to please the"selves a%d to re%der a (orthy service# Perhaps the wording of the letter had something to do with this, 2ut, as to that, ! ma4e no F&'KF

.O+."!T is a fog which en1elops a man6s real character 2eyond his own recognition. !t wea4ens his nati1e a2ility and strengthens all his inconsistencies.

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point other than to state that all of these men whom ! ha1e mentioned, and most others of their type, are generally the most willing men to render ser1ice for others when they are properly approached. ! wish to ta4e ad1antage of this appropriate opportunity to state that all of the really 2ig men whom ! ha1e had the pleasure of 4nowing ha1e 2een the most willing and courteous men of my acMuaintance when it came to rendering ser1ice that was of 2enefit to others. Perhaps that was one reason why they were really 2ig men. The human mind is a mar1elous piece of machinery< One of its outstanding characteristics is noticed in the fact that all impressions which reach it, either through outside s& estio% or *uto:suggestion, are recorded together in groups which harmoni;e in nature. The negati1e impressions are stored away, all in one portion of the 2rain, while the positi1e impressions are stored in another portion. When one of these impressions 8or past eBperiences9 is called into the conscious mind, through the principle of memory, there is a tendency to recall with it all others of a similar nature, Eust as the raising of one lin4 of a chain 2rings up other lin4s with it. For eBample, anything that causes a feeling of dou2t to arise in a person6s mind is sufficient to call forth all of his eBperiences which caused him to 2ecome dou2tful. !f a man is as4ed 2y a stranger to cash a chec4, immediately he remem2ers ha1ing cashed chec4s that were not good, or of ha1ing heard of others who did so. Through the law of association all similar emotions, eBperiences and sense impressions that reach the mind are filed away together, so that the recalling of one has a tendency to 2ring 2ac4 to memory all the others. To arouse a feeling of distrust in a person6s mind has a tendency to 2ring to the surface e1ery dou2t: 2uilding eBperience that person e1er had. For this reason successful salesmen endea1or to 4eep away from the discussion of su2Eects that may arouse the 2uyer6s Pchain of dou2t impressionsP which he has stored away 2y reason of pre1ious eBperiences. The successful salesman Muic4ly learns that P4noc4ingP a competitor or a competing article may result in 2ringing to the 2uyer6s mind certain negati1e emotions growing out of pre1ious eBperiences which may ma4e it impossi2le for the salesman to Pneutrali;eP the 2uyer6s mind. This principle applies to and controls e1ery sense impression that is lodged in the human mind. Ta4e the feeling of fear, for eBample? the moment we permit a single emotion that is related to fear to reach the conscious mind, it calls with it all of its unsa1ory relations. * feeling of courage cannot claim the attention of the conscious mind while a feeling of fear is there. One or the other must dominate. They ma4e poor room:mates 2ecause they do not harmoni;e in nature. i4e attracts li4e. "1ery thought held in the conscious mind has a tendency to draw to it other thoughts of a similar nature. (ou see, therefore, that these feelings, thoughts and emotions growing out of past eBperiences, which claim the attention of the conscious mind, are 2ac4ed 2y a regular army of supporting soldiers of a similar nature, that stand ready to aid them in their wor4. #eli2erately place in your own mind, through the principle of *uto:suggestion, the am2ition to succeed through the aid of a defi%ite chief ai", and notice how Muic4ly all of your latent or unde1eloped a2ility in the nature of past eBperiences will 2ecome stimulated and aroused to action in your 2ehalf. Plant in a 2oy6s mind, through the principle of s& estio%, the am2ition to 2ecome a successful lawyer or doctor or engineer or 2usiness man or financier, and if you plant that suggestion deeply enough, and 4eep it there, 2y repetition, it will 2egin to mo1e that 2oy toward the achie1ement of the o2Eect of that am2ition. !f you would plant a s& estio% Pdeeply,P miB it generously with e%th&sias") for enthusiasm is the fertili;er that will insure its rapid growth as well as its permanency. When that 4ind:hearted old gentleman planted in my mind the suggestion that ! was a P2right 2oyP and that ! could ma4e my mar4 in the world if ! would educate myself, it was not so much (hat he said, as it was the (ay i% (hich he said it that made such a deep and lasting impression on my mind. !t was the way in which he gripped my shoulders and the loo4 of confidence in his eyes that dro1e his suggestion so F&''F

deeply into my su2conscious mind that it ne1er ga1e me any peace until ! commenced ta4ing the steps that led to the fulfillment of the suggestion. This is a point that ! would stress with all the power at my command. It is %ot so "&ch (hat yo& say as it is the TO65 a%d .A6651 i% (hich yo& say it that "a'es a lasti% i"pressio%# !t naturally follows, therefore, that sincerity of purpose, honesty and earnestness must 2e placed 2ac4 of all that one says if one would ma4e a lasting and fa1ora2le impression. Whate1er you successfully sell to others you must first sell to yourself< +ot long ago ! was approached 2y an agent of the go1ernment of -eBico who sought my ser1ices as a writer of propaganda for the administration in charge at that time. His approach was a2out as followsO PWhereas, Se\or has a reputation as an eBponent of the /olden )ule philosophy? and whereas, Se\or is 4nown throughout the United States as an independent who is not allied with any political faction, now, therefore, would Se\or 2e gracious enough to come to -eBico, study the economic and political, affairs of that country, then return to the United States and write a series of articles to appear in the newspapers, recommending to the people of *merica the immediate recognition of -eBico 2y the go1ernment of the United States, etc.P For this ser1ice, ! was offered more money than ! shall, perhaps, e1er possess during my entire life? 2ut ! refused the commission, and for a reason that will fail to impress anyone eBcept those who understand the principle which ma4es it necessary for all who would influence others to remain on good terms with their own conscience. ! could not write con1incingly of -eBico6s cause for the reason that ! did not 2elie1e in that cause? therefore, ! could not ha1e miBed sufficient e%th&sias" with my writing to ha1e made it effecti1e, e1en though ! had 2een willing to prostitute my talent and dip my pen into in4 that ! 4new to 2e muddy. ! will not endea1or further to eBplain my philosophy on this incident for the reason that those who are far enough ad1anced in the study of *uto:suggestion will not need further eBplanation, while those who are not far enough ad1anced would not and could not understand. 6o "a% ca% afford to express, thro& h (ords or acts,that (hich is %ot i% har"o%y (ith his o(% belief, a%d if he does so he "&st pay by the loss of his ability to i%fl&e%ce others# Please read, aloud, the foregoing paragraph< !t is worth emphasi;ing 2y repetition, for lac4 of o2ser1ation of the principle upon which it is 2ased constitutes the roc4s and reefs upon which many a man6s defi%ite chief ai" dashes itself to pieces. ! do not 2elie1e that ! can afford to try to decei1e anyone, a2out anything, 2ut I '%o( that I ca%%ot afford to try to deceive "yself# To do so would destroy the power of my pen and render my words ineffecti1e. !t is only when ! write with the fire of e%th&sias" 2urning in my heart that my writing impresses others fa1ora2ly? and it is only when ! spea4 from a heart that is 2ursting with 2elief in my message, that ! can mo1e my audience to accept that message. ! would also ha1e you read, aloud, the foregoing paragraph. (es, ! would ha1e you commit it to memory. "1en more than this, ! would ha1e you write it out and place it where it may ser1e as a daily reminder of a principle, nay, a la( as immuta2le as the law of gra1itation, (itho&t (hich yo& ca% %ever beco"e a po(er i% yo&r chose% life-(or'# There ha1e 2een times, and many of them, when it appeared that if ! stood 2y this principle it would mean star1ation< There ha1e 2een times when my closest friends and 2usiness ad1isers ha1e strongly urged me to shade my philosophy for the sa4e of gaining a needed ad1antage here and there, 2ut somehow ! ha1e managed to cling to it, mainly, ! suppose, for the reason that ! ha1e preferred peace and harmony in my own heart to the material gain that ! might ha1e had 2y a forced compromise with my conscience. Strange as it may seem, my deli2erations and conclusions on this su2Eect of refusing to strangle my own conscience ha1e seldom 2een 2ased upon what is commonly called Phonesty.P That which ! ha1e F&'%F

!S there not food for thought in the fact that no newspaper has e1er pu2lished any account of PWild drin4ing partiesP or other similar scandals in connection with the names of "dison, Ford, )oc4efeller and most of the other really 2ig fellowsL

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done in the matter of refraining from writing or spea4ing anything that ! did not 2elie1e has 2een solely a Muestion of honor 2etween my conscience and myself. ! ha1e tried to eBpress that which my heart dictated 2ecause ! ha1e aimed to gi1e my words Pflesh.P !t might 2e said that my moti1e was 2ased more upon self:interest than it was on a desire to 2e fair with others, although ! ha1e ne1er desired to 2e unfair with others, so far as ! am a2le to analy;e myself. +o man can 2ecome a master salesman if he compromises with falsehood. -urder will out, and e1en though no one e1er catches him red:handed in eBpressing that which he does not 2elie1e, his words will fail in the accomplishment of their purpose 2ecause he cannot gi1e them Pflesh,P if they do not come from his heart, and if they are not miBed with genuine, unadulterated e%th&sias"# ! would also ha1e you read, aloud, the foregoing paragraph, for it em2races a great law that you must &%dersta%d a%d apply 2efore you can 2ecome a person of influence in any underta4ing. !n ma4ing these reMuests, for the sa4e of emphasis, ! am not trying to ta4e undue li2erties with you. ! am gi1ing you full credit for 2eing an adult, a thin4er,O an intelligent person, yet ! 4now how li4ely you are to s4ip o1er these 1ital laws without 2eing sufficiently impressed 2y them to ma4e them a part of your own wor4aday philosophy. I '%o( yo&r (ea'%ess beca&se I '%o( "y o(%# !t has reMuired the 2etter part of twenty:fi1e years of ups and downs : mostly downs : to impress these 2asic truths upon my own mind so that they influenced me. ! ha1e tried 2oth them and their opposites? therefore, ! can spea4, not as one who merely believes in their soundness, 2ut as one who '%o(s# *nd what do ! mean 2y Pthese truthsPL So that you cannot possi2ly misunderstand my meaning, and so that these words of warning cannot possi2ly con1ey an a2stract meaning, ! will state that 2y Pthese truthsP ! mean thisO 4o& ca%%ot afford to s& est to a%other perso%, by (ord of "o&th or by a% act of yo&rs, that (hich yo& do %ot believe# Surely that is plain enough. *nd, the reason you cannot afford to do so, is thisO If yo& co"pro"ise (ith yo&r o(% co%scie%ce, it (ill %ot be lo% before yo& (ill have %o co%scie%ce) for yo&r co%scie%ce (ill fail to &ide yo&, 0&st as a% alar" cloc' (ill fail to a(a'e% yo& if yo& do %ot heed it# Surely, that is plain enough, also. *nd how do ! happen to 2e an authority on this 1ital su2Eect, do you as4L I a" a% a&thority beca&se I have experi"e%ted (ith the pri%ciple &%til I '%o( ho( it (or's* PBut,P you may as4, Phow do ! 4now that you are telling the truthLP The answer is that yo& (ill '%o( o%ly by experi"e%ti% for yo&rself, a%d by observi% others (ho faithf&lly apply this pri%ciple a%d those (ho do %ot apply it# !f my e1idence needs 2ac4ing, then consult any man whom you 4now to 2e a person who has Ptried to get 2yP without o2ser1ing this principle, and if he will not or cannot gi1e you the truth you can get it, ne1ertheless, 2y analy;ing the man. There is 2ut one thing in the world that gi1es a man real and enduring power, and that is character* 1ep&tatio%, 2ear in mind, is not character# )eputation is that which people are 2elie1ed to 2e? character is that which people are* !f you would 2e a person of great influence, then 2e a person of real character# !haracter is the philosopher6s lode:stone through which all who ha1e it may turn the 2ase metals of their life into pure gold. Without character you ha1e nothing? you are nothing? and you can 2e nothing, eBcept a pile of flesh and 2one and hair, worth perhaps twenty:fi1e dollars. .haracter is something that you cannot 2eg or steal or 2uy. (ou can get it only 2y 2uilding it? and you can 2uild it 2y your own tho& hts and deeds, and in no other way. Through the aid of *uto:suggestion, any person can 2uild a sound character, no matter what his past has 2een. *s a fitting close for this lesson, ! wish to emphasi;e the fact that all who ha1e character F&%$F

ha1e e%th&sias" and personality sufficient to draw to them others who ha1e character. (ou will now 2e instructed as to how you shall proceed in de1eloping e%th&sias", in the e1ent that you do not already possess this rare Muality. The instructions will 2e simple, 2ut you will 2e unfortunate if you discount their 1alue on that account. First: .omplete the remaining lessons of this course, 2ecause other important instructions which are to 2e co:ordinated with this one will 2e found in su2seMuent lessons. Seco%d: !f you ha1e not already done so, write out your defi%ite chief ai" in clear, simple language, and follow this 2y writing out the plan through which you intend to transform your aim into reality. Third: )ead o1er the description of your defi%ite chief ai" each night, Eust 2efore retiring, and as you read, see yourself 8in your imagination9 in full possession of the o2Eect of your ai"# #o this with full faith in your a2ility to transform your defi%ite chief ai" into reality. 1ead alo&d, (ith all the e%th&sias" at yo&r co""a%d, e"phasi,i% every (ord# 1epeat this readi% &%til the s"all still voice (ithi% yo& tells yo& that yo&r p&rpose (ill be reali,ed# Sometimes you will feel the effects of this 1oice fro" (ithi% the first time you read your defi%ite chief ai") while at other times, you may ha1e to read it a do;en or fifty times 2efore the assurance comes, 2ut do not stop until you feel it. !f you prefer to do so you may read your defi%ite chief ai" as a prayer. The remainder of this lesson is for the person who has not yet learned the power of faith and who 4nows little or nothing of the principle of *uto:suggestion. To all who are in this class, ! would recommend the reading of the se1enth and eighth 1erses of the se1enth chapter, and the twentieth 1erse of the se1enteenth chapter of St. -atthew. UThese Bi2le 1erses as mentioned a2o1e 2y +apoleon Hill ha1e 2een placed here 2y 3ames ). HenryV AAs', a%d it shall be ive% yo&) see', a%d ye shall fi%d) '%oc', a%d it shall be ope%ed &%to yo&: For every o%e that as'eth receiveth) a%d he that see'eth fi%deth) a%d to hi" that '%oc'eth it shall be ope%ed#B .atthe( C:C-D =2i% ?a"es @ible> AA%d ?es&s said &%to the", @eca&se of yo&r &%belief: for verily I say &%to yo&, If ye have faith as a rai% of "&stard seed, ye shall say &%to this "o&%tai%, 1e"ove he%ce to yo%der place) a%d it shall re"ove) a%d %othi% shall be i"possible &%to yo&#B .atthe( 9C:EF =2i% ?a"es @ible> One of the greatest powers for good, upon the face of this earth, is faith. To this mar1elous power may 2e traced miracles of the most astounding nature. !t offers peace on earth to all who em2race it. Faith in1ol1es a principle that is so far:reaching in its effect that no man can say what are its limitations, or if it has limitations. 3rite i%to the descriptio% of yo&r defi%ite chief ai" a state"e%t of the -&alities that yo& i%te%d to develop i% yo&rself, a%d the statio% i% life that yo& i%te%d to attai%, a%d have faith, as yo& read this descriptio% each %i ht, that yo& ca% tra%sfor" this p&rpose i%to reality# Surely, you cannot miss the suggestion contained in this lesson. To 2ecome successful you must 2e a person of action. -erely to P4nowP is not sufficient. !t is necessary 2oth to '%o( and do# "nthusiasm is the mainspring of the mind which urges one to put 4nowledge into action. Billy Sunday is the most successful e1angelist this country has e1er 4nown. For the purpose of studying his techniMue and chec4ing up on his psychological methods the author of this course went through three campaigns with )e1erend Sunday. His success is 2ased 1ery largely upon one word:"+THUS!*S-< F&%&F

!F you thin4 your lot in life has 2een hard read PUp From Sla1eryP 2y Boo4er T. Washington, and you may see how fortunate you ha1e 2een.

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By ma4ing effecti1e use of the law of suggestion Billy Sunday con1eys his own spirit of enthusiasm to the minds of his followers and they 2ecome influenced 2y it. He sells his sermons 2y the use of eBactly the same sort of strategy employed 2y many -aster Salesmen. "nthusiasm is as essential to a salesman as water is to a duc4< *ll successful sales managers understand the psychology of enthusiasm and ma4e use of it, in 1arious ways, as a practical means of helping their men produce more sales. Practically all sales organi;ations ha1e get:together meetings at stated times, for the purpose of re1itali;ing the minds of all mem2ers of the sales force, and inEecting the spirit of enthusiasm, which can 2e 2est done en masse, through group psychology. Sales meetings might properly 2e called Pre1i1alP meetings, 2ecause their purpose is to re1i1e interest and arouse enthusiasm which will ena2le the salesman to ta4e up the fight with renewed am2ition and energy. #uring his administration as Sales -anager of the +ational .ash )egister .ompany Hugh .halmers 8who later 2ecame famous in the motor car industry9 faced a most em2arrassing situation which threatened to wipe out his position as well as that of thousands of salesmen under his direction. The company was in financial difficulty. This fact had 2ecome 4nown to the salesmen in the field and the effect of it was to cause them to lose their "nthusiasm. Sales 2egan to dwindle until finally the conditions 2ecame so alarming that a general meeting of the sales organi;ation was called, to 2e held at the company6s plant in #ayton,Ohio. Salesmen were called in from all o1er the country. -r. .halmers presided o1er the meeting. He 2egan 2y calling on se1eral of his 2est salesmen to get on their feet and tell what was wrong out in the field that orders had fallen off. One 2y one they got up, as called, and each man had a most terri2le tale of grief to unfoldO Business conditions were 2ad, money was scarce, people were holding off 2uying until after Presidential election, etc. *s the fifth man 2egan to enumerate the difficulties which had 4ept him from ma4ing his usual Muota of sales -r. .halmers Eumped up on top of a ta2le, held up his hands for silence, and said PSTOP< ! order this con1ention to come to a close for ten minutes while ! get my shoes shined.P Then turning to a small colored 2oy who sat near 2y he ordered the 2oy to 2ring his shoe:shine outfit and shine his shoes, right where he stood, on top of the ta2le. The salesmen in the audience were astounded< Some of them thought that -r. .halmers had suddenly lost his mind. They 2egan to whisper among themsel1es. -eanwhile, the little colored 2oy shined first one and then the other shoe, ta4ing plenty of time and doing a first:class Eo2. *fter the Eo2 was finished -r. .halmers handed the 2oy a dime, then went ahead with his speechO P! want each of you,P said he, Pto ta4e a good loo4 at this little colored 2oy. He has the concession for shoe:shining throughout our plant and offices. His predecessor was a white 2oy, considera2ly older than himself, and despite the fact that the company su2sidi;ed him with a salary of QH.@@ a wee4 he could not ma4e a li1ing in this plant, where thousands of people are employed. PThis little colored 2oy not only ma4es a good li1ing, without any su2sidy from the company, 2ut he is actually sa1ing money out of his earnings each wee4, wor4ing under the same conditions, in the same plant, for the same people. P+ow ! wish to as4 you a MuestionO Whose fault was it that the white 2oy did not get more 2usinessL Was it his fault, or the fault of his 2uyersLP !n a mighty roar from the crowd the answer came 2ac4O P!T W*S TH" BO(6S F*U T, OF .OU)S"<P P3ust so,P replied .halmers, Pand now ! want to tell you this, that you are selling .ash )egisters in the same territory, to the same people, with eBactly the same 2usiness conditions that eBisted a year ago, yet you are not producing the 2usiness that you were then. +ow whose fault is thatL !s it yours, or the 2uyer6sLP F&%GF

*nd again the answer came 2ac4 with a roarO P!T !S OU) F*U T, OF .OU)S"<P P! am glad that you are fran4 to ac4nowledge your faults,P .halmers continued, Pand ! now wish to tell you what your trou2le isO (ou ha1e heard rumors a2out this company 2eing in financial trou2le and that has 4illed off your enthusiasm so that you are not ma4ing the effort that you formerly made. !f you will go 2ac4 into your territories with a definite promise to send in fi1e orders each during the neBt thirty days this company will no longer 2e in financial difficulty, for that additional 2usiness will see us clear. Will you do itLP They said they would, and they did< That incident has gone down in the history of the +ational .ash )egister .ompany under the name of Hugh .halmers6 -illion #ollar Shoe Shine, for it is said that this turned the tide in the company6s affairs and was worth millions of dollars. "nthusiasm 4nows no defeat<The Sales -anager who 4nows how to send out an army of enthusiastic salespeople may set his own price on his ser1ices, and what is more important e1en than this, he can increase the earning capacity of e1ery person under his direction? thus, his enthusiasm 2enefits not only himself 2ut perhaps hundreds of others. "nthusiasm is ne1er a matter of chance. There are certain stimuli which produce enthusiasm, the most important of these 2eing as followsO $. Occupation in wor4 which one lo1es 2est. &. "n1ironment where one comes in contact with others who are enthusiastic and optimistic. C. Financial success. G. .omplete mastery and application, in one6s daily wor4, of the Fifteen aws of Success. H. /ood health. K. >nowledge that one has ser1ed others in some helpful manner. N. /ood clothes, appropriate to the needs of one6s occupation. *ll of these se1en sources of stimuli are self:eBplanatory with the eBception of the last. The psychology of clothes is understood 2y 1ery few people, and for this reason it will 2e here eBplained in detail. .lothes constitute the most important part of the em2ellishment which e1ery person must ha1e in order to feel self:reliant, hopeful and enthusiastic.

THE PSYCHOLOGY OF GOOD CLOTHES

When the good news came from the theater of war, on +o1em2er the ele1enth, $%$', my worldly possessions amounted to 2ut little more than they did the day ! came into the world. The war had destroyed my 2usiness and made it necessary for me to ma4e a new start< -y wardro2e consisted of three well worn 2usiness suits and two uniforms which ! no longer needed. >nowing all too well that the world forms its first and most lasting impressions of a man 2y the clothes he wears, ! lost no time in 1isiting my tailor. Happily, my tailor had 4nown me for many years, therefore he did not Eudge me entirely 2y the clothes ! wore. !f he had ! would ha1e 2een Psun4.P With less than a dollar in change in my poc4et, ! pic4ed out the cloth for three of the most eBpensi1e suits ! e1er owned, and ordered that they 2e made up for me at once. The three suits came to QCNH.@@< ! shall ne1er forget the remar4 made 2y the tailor as he too4 my measure. /lancing first at the three 2olts of eBpensi1e cloth which ! had selected, and then at me, he inMuiredO F&%HF

* anyone really reMuires, as a capital on which to start a successful career, is a sound mind, a healthy 2ody and a genuine desire to 2e of as much ser1ice as possi2le to as many people as possi2le.

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P#ollar:a:year man, ehLP P+o,P said !, Pif ! had 2een fortunate enough to get on the dollar:a:year payroll ! might now ha1e enough money to pay for these suits.P The tailor loo4ed at me with surprise. ! don6t thin4 he got the Eo4e. One of the suits was a 2eautiful dar4 gray? one was a dar4 2lue? the other was a light 2lue with a pin stripe. Fortunately ! was in good standing with my tailor, therefore he did not as4 when ! was going to pay for those eBpensi1e suits. ! 4new that ! could and would pay for them in due time, 2ut could ! ha1e con1inced him of thatL This was the thought which was running through my mind, with hope against hope that the Muestion would not 2e 2rought up. ! then 1isited my ha2erdasher, from whom ! purchased three less eBpensi1e suits and a complete supply of the 2est shirts, collars, ties, hosiery and underwear that he carried. -y 2ill at the ha2erdasher6s amounted to a little o1er QC@@.@@. With an air of prosperity ! nonchalantly signed the charge tic4et and tossed it 2ac4 to the salesman, with instructions to deli1er my purchase the following morning. The feeling of renewed self:reliance and success had 2egun to come o1er me, e1en 2efore ! had attired myself in my newly purchased outfit. ! was out of the war and QKNH.@@ in de2t, all in less than twenty:four hours. The following day the first of the three suits ordered from the ha2erdasher was deli1ered. ! put it on at once, stuffed a new sil4 hand4erchief in the outside poc4et of my coat, sho1ed the QH@.@@ ! had 2orrowed on my ring down into my pants poc4et, and wal4ed down -ichigan Boule1ard, in .hicago, feeling as rich as )oc4efeller. "1ery article of clothing ! wore, from my underwear out, was of the 1ery 2est. That it was not paid for was no2ody6s 2usiness eBcept mine and my tailor6s and my ha2erdasher6s. "1ery morning ! dressed myself in an entirely new outfit, and wal4ed down the same street, at precisely the same hour. That hour PhappenedP to 2e the time when a certain wealthy pu2lisher usually wal4ed down, the same street, on his way to lunch. ! made it my 2usiness to spea4 to him each day, and occasionally ! would stop for a minute6s chat with him. *fter this daily meeting had 2een going on for a2out a wee4 ! met this pu2lisher one day, 2ut decided ! would see if he would let me get 2y without spea4ing. Watching him from under my eyelashes ! loo4ed straight ahead, and started to pass him when he stopped and motioned me o1er to the edge of the sidewal4, placed his hand on my shoulder, loo4ed me o1er from head to foot, and saidO P(ou loo4 damned prosperous for a man who has Eust laid aside a uniform. Who ma4es your clothesLP PWell,P said !, PWil4ie 5 Sellery made this particular suit.P He then wanted to 4now what sort of 2usiness ! was engaged in. That PairyP atmosphere of prosperity which ! had 2een wearing, along with a new and different suit e1ery day, had got the 2etter of his curiosity. 8! had hoped that it would.9 Flipping the ashes from my Ha1ana perfecto, ! said POh, ! am preparing the copy for a new maga;ine that ! am going to pu2lish.P P* new maga;ine, ehLP he Mueried, Pand what are you going to call itLP P!t is to 2e named Hill6s /olden )ule.P P#on6t forget,P said my pu2lisher friend, Pthat ! am in the 2usiness of printing and distri2uting maga;ines. Perhaps ! can ser1e you, also.P That was the moment for which ! had 2een waiting. ! had that 1ery moment, and almost the 1ery spot of ground on which we stood, in mind when ! was purchasing those new suits. F&%NF

But, is it necessary to remind you, that con1ersation ne1er would ha1e ta4en place had this pu2lisher o2ser1ed me wal4ing down that street from day today, with a Pwhipped:dogP loo4 on my face, an un:pressed suit on my 2ac4 and a loo4 of po1erty in my eyes. *n appearance of prosperity attracts attention always, with no eBceptions whatsoe1er. -oreo1er, a loo4 of prosperity attracts Pfa1ora2le attention,P 2ecause the one dominating desire in e1ery human heart is to 2e prosperous.

SSSSSSSS
-y pu2lisher friend in1ited me to his clu2 for lunch. Before the coffee and cigars had 2een ser1ed he had Ptal4ed me out ofP the contract for printing and distri2uting my maga;ine. ! had e1en PconsentedP to permit him to supply the capital, without any interest charge. For the 2enefit of those who are not familiar with the pu2lishing 2usiness may ! not offer the information that considera2le capital is reMuired for launching a new nationally distri2uted maga;ine. .apital, in such large amounts, is often hard to get, e1en with the 2est of security. The capital necessary for launching Hill6s /olden )ule -aga;ine, which you may ha1e read, was well a2o1e QC@,@@@.@@, and e1ery cent of it was raised on a PfrontP created mostly 2y good clothes. True, there may ha1e 2een some a2ility 2ac4 of those clothes, 2ut many millions of men ha1e a2ility who ne1er ha1e anything else, and who are ne1er heard of outside of the limited community in which they li1e. This is a rather sad truth< To some it may seem an unpardona2le eBtra1agance for one who was P2ro4eP to ha1e gone in de2t for QKNH.@@ worth of clothes, 2ut the psychology 2ac4 of that in1estment more than Eustified it. The appearance of prosperity not only made a fa1ora2le impression on those to whom ! had to loo4 for fa1ors, 2ut of more importance still was the effect that proper attire H*# O+ -". ! not only 4new that correct clothes would impress others fa1ora2ly, 2ut ! 4new also that good clothes would gi1e me an atmosphere of self:reliance, without which ! could not hope to regain my lost fortunes. ! got my first training in the psychology of good clothes from my friend "dwin .. Barnes, who is a close 2usiness associate of Thomas *. "dison. Barnes afforded considera2le amusement for the "dison staff when, some twenty:odd years ago, he rode into West Orange on a freight train 8not 2eing a2le to raise sufficient money for passenger fare9 and announced at the "dison offices that he had come to enter into a partnership with -r. "dison. +early e1ery2ody around the "dison plant laughed at Barnes, eBcept "dison himself. He saw something in the sMuare Eaw and determined face of young Barnes which most of the others did not see, despite the fact that the young man loo4ed more li4e a tramp than he did a future partner of the greatest in1entor on earth. Barnes got his start, sweeping floors in the "dison offices< That was all he sought : Eust a chance to get a toehold in the "dison organi;ation. From there on he made history that is well worth emulation 2y other young men who wish to ma4e places for themsel1es. Barnes has now retired from acti1e 2usiness, e1en though he is still a comparati1ely young man, and spends most of his time at his two 2eautiful homes in Bradentown, Florida, and #amariscotta, -aine. He is a multimillionaire, prosperous and happy. ! first 2ecame acMuainted with Barnes during the early days of his association with "dison, 2efore he had Parri1ed.P !n those days he had the largest and most eBpensi1e collection of clothes ! had e1er seen or heard of one man owning. His wardro2e consisted of thirty:one suits? one for each day of the month. He ne1er wore the same suit two days in succession. F&%'F

TH")" is a suita2le reward for e1ery 1irtue and appropriate punishment for e1ery sin a man commits. Both the reward and the punishment are effects o1er which no man has control, as they come upon him 1oluntarily.

F&%%F

-oreo1er, all his suits were of the most eBpensi1e type. 8!ncidentally, his clothes were made 2y the same tailors who made those three suits for me.9 He wore soc4s which cost siB dollars per pair. His shirts and other wearing apparel cost in similar proportion. His cra1ats were specially made, at a cost of from fi1e to se1en dollars and a half each. One day, in a spirit of fun, ! as4ed him to sa1e some of his old suits which he did not need, for me. He informed me that he hadn6t a single suit which he did not need< He then ga1e me a lesson on the psychology of clothes which is well worth remem2ering. P! do not wear thirty:one suits of clothes,P said he, Pentirely for the impression they ma4e on other people? ! do it mostly for the impression they ha1e on me.P Barnes then told me of the day when he presented himself at the "dison plant, for a position. He said he had to wal4 around the plant a do;en times 2efore he wor4ed up enough courage to announce himself, 2ecause he 4new that he loo4ed more li4e a tramp than he did a desira2le employee. Barnes is said to 2e the most a2le salesman e1er connected with the great in1entor of West Orange. His entire fortune was made through his a2ility as a salesman, 2ut he has often said that he ne1er could ha1e accomplished the results which ha1e made him 2oth wealthy and famous had it not 2een for his understanding of the psychology of clothes.

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! ha1e met many salesman in my time. #uring the past ten years ! ha1e personally trained and directed the efforts of more than C,@@@ salespeople, 2oth men and women, and ! ha1e o2ser1ed that, without a single eBception, the star producers were all people who understood and made good use of the psychology of clothes. ! ha1e seen a few well dressed people who made no outstanding records as salesmen, 2ut ! ha1e yet to see the first poorly dressed man who 2ecame a star producer in the field of selling. ! ha1e studied the psychology of clothes for so long, and ! ha1e watched its effect on people in so many different wal4s of life, that ! am fully con1inced there is a close connection 2etween clothes and success.

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Personally ! feel no need of thirty:one suits of clothes, 2ut if my personality demanded a wardro2e of this si;e ! would manage to get it, no matter how much it might cost. To 2e well dressed a man should ha1e at least ten suits of clothes. He should ha1e a different suit for each of the se1en days of the wee4, a full dress suit and a TuBedo, for formal e1ening occasions, and a cutaway for formal afternoon occasions. For summer wear he should ha1e an assortment of at least four appropriate light suits, with 2lue coat and white flannel trousers for informal afternoon and e1ening occasions. !f he plays golf he should ha1e at least one golf suit. This, of course, is for the man who is a notch or two a2o1e the PmediocreP class. The man who is satisfied with mediocrity needs 2ut few clothes. !t may 2e true, as a well 4nown poet has said, that Pclothes do not ma4e the man,P 2ut no one can deny the fact that good clothes go a 1ery long way toward gi1ing him a favorable start# * man6s 2an4 will generally loan him all the money he wants when he does not need it:when he is prosperous, 2ut ne1er go to your 2an4 for a loan with a sha22y:loo4ing suit on your 2ac4 and a loo4 of po1erty in your eyes, for if you do you6ll get the gate. FC@@F

Success attracts success< There is no escape from this great uni1ersal law? therefore, if you wish to attract success ma4e sure that you loo4 the part of success, whether your calling is that of day la2orer or merchant prince. For the 2enefit of the more PdignifiedP students of this philosophy who may o2Eect to resorting to PstuntP stimuli or Ptric4 clothingP as a means of achie1ing success, it may 2e profita2ly eBplained that practically e1ery successful man on earth has disco1ered some form of stimulus through which he can and does dri1e himself on to greater effort. !t may 2e shoc4ing to mem2ers of the *nti:Saloon eague, 2ut it is said to 2e true, ne1ertheless, that 3ames Whitcom2 )iley wrote his 2est poems when he was under the influence of alcohol. His stimulus was liMuor. 8The author wishes it distinctly understood that he does not recommend the use of alcoholic or narcotic stimuli, for any purpose whatsoe1er, as either will e1entually destroy 2oth 2ody and mind of all who use them.9 Under the influence of alcohol )iley 2ecame imaginati1e, enthusiastic and an entirely different person, according to close personal friends of his. "dwin Barnes spurred himself into the necessary action to produce outstanding results, with the aid of good clothes. Some men rise to great heights of achie1ement as the result of lo1e for some woman. .onnect this with the 2rief suggestion to the su2Eect which was made in the !ntroductory esson and you will, if you are a person who 4nows the ways of men, 2e a2le to finish the discussion of this particular phase of enthusiasm stimulus without further comment 2y the author which might not 2e appropriate for the younger minds that will assimilate this philosophy. Underworld characters who are engaged in the dangerous 2usiness of highway ro22ery, 2urglary, etc., generally PdopeP themsel1es for the occasion of their operations, with cocaine, morphine and other narcotics. "1en in this there is a lesson which shows that practically all men need temporary or artificial stimuli to dri1e them to greater effort than that normally employed in the ordinary pursuits of life. SU.."SSFU P"OP " H*," #!S.O,")"# W*(S *+# -"*+S WH!.H TH"( B" !"," B"ST SU!T"# TO TH"!) OW+ +""#S, TO P)O#U." ST!-U ! WH!.H .*US" TH"- TO )!S" TO H"!/HTS OF "+#"*,O) *BO," TH" O)#!+*)(. One of the most successful writers in the world employs an orchestra of 2eautifully dressed young women who play for him while he writes. Seated in a room that has 2een artistically decorated to suit his own taste, under lights that ha1e 2een colored, tinted and softened, these 2eautiful young ladies, dressed in handsome e1ening gowns, play his fa1orite music. To use his own words, P! 2ecome drun4 with enthusiasm, under the influence of this en1ironment, and rise to heights ! ne1er 4now or feel on other occasions. !t is then that ! do my wor4. The thoughts pour in on me as if they were dictated 2y an unseen and un4nown power.P This author gets much of his inspiration from music and art. Once a wee4 he spends at least an hour in an art museum, loo4ing at the wor4s of the masters. On these occasions, again using his own words, P! get enough enthusiasm from one hour6s 1isit in the museum of art to carry me for two days.P "dgar *llan Poe wrote PThe )a1enP when, it is reported, he was more than half intoBicated. Oscar Wilde wrote his poems under the influence of a form of stimulus which cannot 2e appropriately mentioned in a course of this nature. Henry Ford 8so it is 2elie1ed 2y this author, who admits that this is merely the author6s opinion9 got his real start as the result of his lo1e for his charming life:companion. !t was she who inspired him, ga1e him faith in himself, and 4ept him 4eyed up so that he carried on in the face of ad1ersities which would ha1e 4illed off a do;en ordinary men. These incidents are cited as e1idence that men of outstanding achie1ement ha1e, 2y accident or design, disco1ered ways and means of stimulating themsel1es to a high state of enthusiasm. FC@$F

(OU) employer does not control the sort of ser1ice you render. (ou control that, and it is the thing that ma4es or 2rea4s you.

FC@&F

*ssociate that which has 2een here stated with what was said concerning the law of the P-aster -ind,P in the !ntroductory esson, and you will ha1e an entirely new conception of the modus operandi through which that law may 2e applied. (ou will also ha1e a somewhat different understanding of the real purpose of Pallied effort, in a spirit of perfect harmony,P which constitutes the 2est 4nown method of 2ringing into use the aw of the -aster -ind. *t this point it seems appropriate to call your attention to the manner in which the lessons of this course 2lend. (ou will o2ser1e that each lesson co1ers the su2Eect intended to 2e co1ered, and in addition to this it o1erlaps and gi1es the student a 2etter understanding of some other lesson or lessons of the course. !n the light of what has 2een said in this lesson, for eBample, the student will 2etter understand the real purpose of the aw of the -aster -ind? that purpose 2eing, in the main, a practical method of stimulating the minds of all who participate in the group constituting the -aster -ind. Times too numerous to 2e here descri2ed this author has gone into conference with men whose faces showed the signs of care, who had the appearance of worry written all o1er them, only to see those same men straighten up their shoulders, tilt their chins at a higher angle, soften their faces with smiles of confidence, and get down to 2usiness with that sort of "+THUS!*S- which 4nows no defeat. The change too4 place the moment harmony of purpose was esta2lished. !f a man goes a2out the affairs of life in the same day:in and day:out, prosaic, lac4adaisical spirit, de1oid of enthusiasm, he is doomed to failure. +othing can sa1e him until he changes his attitude and learns how to stimulate his mind and 2ody to unusual heights of enthusiasm *T W! < The author is unwilling to lea1e this su2Eect without ha1ing stated the principle here descri2ed in so many different ways that it is 2ound to 2e understood and also respected 2y the students of this course, who, all will remem2er, are men and women of all sorts of natures, eBperiences and degrees of intelligence. For this reason much repetition is essential. (our 2usiness in life, you are reminded once again, is to achie1e success< With the stimulus you will eBperience from studying this philosophy, and with the aid of the ideas you will gather from it, plus the personal co:operation of the author who will gi1e you an accurate in1entory of your outstanding Mualities, you should 2e a2le to create a #"F!+!T" P *+ that will lift you to great heights of achie1ement. Howe1er,there is no plan that can produce this desira2le result without the aidZ of some influence that will cause you to arouse yourself, in a spirit of enthusiasm, to where you will eBert greater than the ordinary effort which you put into your daily occupation. (ou are now ready for the lesson on Self:control< *s you read that lesson you will o2ser1e that it has a 1ital 2earing on this lesson, Eust as this lesson has a direct connection with the preceding lessons on * #efinite .hief *im, Self:confidence, !nitiati1e and eadership and !magination. The neBt lesson descri2es the aw which ser1es as the Balance Wheel of this entire philosophy.

FC@CF

THE SE,EN DEADLY HORSEMEN An A te"+t!e+Lesson ,isit Wit! t!e A#t!o"

The $seve% horse"e%$ are labeled, i% order sho(%, I%tolera%ce, 7reed, 1eve% e, 5 otis", S&spicio%, ?ealo&sly a%d $+$ T!e 2o"st ene.$ t!at an$ .an !as is t!e one t!at 2a&3s a"o#nd #nde" !is o2n !at. I $o# co#&d see $o#"se& as ot!e"s see $o# t!e ene.ies t!at $o# !a"1o" in $o#" o2n -e"sona&it$ .i/!t 1e disco'e"ed and t!"o2n o#t. T!e Se'en Ene.ies na.ed in t!is essa$ a"e t!e co..onest 2!ic! "ide .i&&ions o .en and 2o.en to ai&#"e 2it!o#t 1ein/ disco'e"ed. Wei/! $o#"se& ca"e #&&$ and ind o#t !o2 .an$ o t!e Se'en $o# a"e !a"1o"in/. (OU see, in this picture, se1en deadly warriors< From 2irth until death e1ery human 2eing must gi1e 2attle to these enemies. (our success will 2e measured 1ery largely 2y the way you manage your 2attle against these swift riders. *s you loo4 at this picture you will say, of course, that it is only imagination. True, the picture is imaginary, 2ut the swift riders of destruction are )"* . !f these enemies rode openly, on real horses, they would not 2e dangerous, 2ecause they could 2e rounded up and put out of commission. But, they ride unseen, in the minds of men. So silently and su2tly do they wor4 that most people ne1er recogni;e their presence. Ta4e in1entory of yourself and find out how many of these se1en horsemen you are har2oring.

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!n the foreground you will find the most dangerous and the commonest of the riders. (ou will 2e fortunate if you disco1er this enemy and protect yourself against it. This cruel warrior, !+TO ")*+.", has 4illed more people, destroyed more friendships, 2rought more misery and suffering into the world and caused more wars than all of the other siB horsemen that you see in this picture. Until you master !+TO ")*+." you will ne1er 2ecome an accurate thin4er. This enemy of FC@GF

man4ind closes up the mind and pushes reason and logic and F*.TS into the 2ac4:ground. !f you find yourself hating those whose religious 1iewpoint is different from your own you may 2e sure that the most dangerous of the se1en deadly horsemen still rides in your 2rain.

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+eBt, in the picture, you will o2ser1e )","+/" and /)""#< These riders tra1el side 2y side. Where one is found the other is always close at hand. /)""# warps and twists man6s 2rain so that he wants to 2uild a fence around the earth and 4eep e1eryone else on the outside of it. This is the enemy that dri1es man to accumulate millions upon top of millions of dollars which he does not need and can ne1er use. This is the enemy that causes man to twist the screw until he has wrung the last drop of 2lood from his fellow man. *nd, than4s to )","+/" which rides alongside of /)""#, the unfortunate person who gi1es 2rain:room to these cruel twins is not satisfied to merely ta4e away his fellow man6s earthly 2elongings? he wants to destroy his reputation in the 2argain. P)e1enge is a na4ed sword : !t has neither hilt nor guard. Would6st thou wield this 2rand of the ordO !s thy grasp then firm and hardL But the closer thy clutch of the 2lade, The deadlier 2low thou would6st deal, #eeper wound in thy hand is made : !t is thy 2lood reddens the steel. *nd when thou hast dealt the 2low : When the 2lade from thy hand has flown : !nstead of the heart of the foe Thou may6st find it sheathed in thine own.P !f you would 4now how deadly are "+,( and /)""#, study the history of e1ery man who has set out to 2ecome )U ") OF TH!S WO) #< !f you do not wish to underta4e so am2itious a program of research, then study the people around (OU? those who ha1e tried and those who are now trying to Pfeather their own nestsP at the cost of others. /)""# and )","+/" stand at the crossroads of life, where they turn aside to failure and misery e1ery person who would ta4e the road that leads to success. !t is a part of your 2usiness not to permit them to interfere with you when you approach one of these crossroads. Both indi1iduals and nations rapidly decline where /)""# and "+,( ride in the minds of those who dominate. Ta4e a loo4 at -eBico and Spain if you wish to 4now what happens to the en1ious and the greedy. -ost important of all, ta4e a loo4 at (OU)S" F and ma4e sure that these two deadly enemies are not riding in your 2rain<

SSSSSSSS
Turn your attention, now, to two more twins of destruction : "/OT!S- and SUSP!.!O+. O2ser1e that they, also, ride side 2y side. There is no hope of success for the person who suffers either from too much self:lo1e or lac4 of confidence in others. FC@HF

Someone who li4es to manipulate figures has estimated that the largest clu2 in the world is the P!T .*+6T B" #O+" . UB.P !t is claimed that there are approBimately ninety:nine million mem2ers of this clu2 in the United States of *merica alone. !f you ha1e no F*!TH in other people you ha1e not the seed of success in you. SUSP!.!O+ is a prolific germ. !f permitted to get a start it rapidly multiplies itself until it lea1es no room for F*!TH. Without faith no man may enEoy enduring success. )unning, li4e a golden cord of illumination throughout the Bi2le, is the admonition to ha1e F*!TH. Before ci1ili;ation lost itself in its mad rush for dollars men understood the power of F*!TH. PFor 1erily ! say unto you, if ye ha1e faith as a grain of mustard seed, ye shall say unto this mountain, )emo1e hence to yonder place? and it shall remo1e? and nothing shall 2e impossi2le unto you.J The writer of this passage, which appears in the Bi2le, understood a great law which 2ut few of today understand. Belie1e in people if you would ha1e them 2elie1e in you. >ill off SUSP!.!O+. !f you do not it will 4ill you off. !f you would ha1e power, culti1ate F*!TH in man4ind< "/OT!S- thri1es where SUSP!.!O+ eBists. !nterest yourself in others and you will 2e too 2usy to indulge in self:lo1e. O2ser1e those around you who 2egin e1ery sentence with the personal pronoun, P!,P and you will notice that they are suspicious of other people. The man who can forget himself while engaging in useful ser1ice to other people is ne1er cursed with SUSP!.!O+. Study those a2out you who are 2oth SUSP!.!OUS and "/OT!ST!.* and see how many of this type you can name who are successful in whate1er wor4 they may 2e engaged in. *nd, while ma4ing this study of OTH")S, study, also, yourself< Be sure that you are not 2ound down 2y "/OT!S- and SUSP!.!O+. Bringing up the rear of this deadly group of riders you see two horsemenO One is 3"* OUS( and the name of the other has 2een purposely omitted. "ach reader of this article may ta4e in1entory of himself and gi1e the se1enth rider a name that fits whate1er he finds in his own mind. Some will name this rider #!SHO+"ST(. Others will name it P)O.)*ST!+*T!O+. * few will ha1e the courage to name it U+.O+T)O "# S"A #"S!)". *s for you, name it whate1er you please, 2ut 2e sure to gi1e it a name. Perhaps your own imagination will supply an appropriate name as a fellow:tra1eler for 3"* OUS(. (ou will 2e 2etter prepared to gi1e the unnamed rider a name if you 4now that 3"* OUS( is a form of insanity< Facts are sometimes cruel things to face. !t is a fact that 3"* OUS( is a form of insanity, 4nown to the medical fraternity as Pdementia praecoB.P PO Eealousy, Thou ugliest fiend of hell< Thy deadly 1enom Preys on my 1itals, turns the healthful hue Of my fresh chee4 to haggard sallowness, *nd drin4s my spirit up<P (ou will notice that 3"* OUS( rides Eust 2ac4 of SUSP!.!O+. Some who read this will say that 3"* OUS( and SUSP!.!O+ should ha1e ridden side 2y side, as one often leads to the other in man6s mind. 3"* OUS( is the most common form of insanity. !t rides in the minds of 2oth men and women? sometimes with a real cause, 2ut more often without any cause whatsoe1er. This deadly rider is a great friend of the di1orce lawyers< FC@KF

!t also 4eeps detecti1e agencies 2usy night and day. !t ta4es its regular toll of murder. !t 2rea4s up homes and ma4es widows of mothers and orphans of innocent little children. Peace and happiness can ne1er 2e (OU)S as long as this rider remains un: harnessed in your 2rain. -an and wife may go through life together in po1erty and still 2e 1ery happy, if 2oth are free from this child of insanity 4nown as 3"* OUS(. "Bamine yourself carefully and if you find any e1idence of 3"* OUS( in your mind 2egin, at once, to master it. 3"* OUS( rides in many forms. When it first 2egins to creep into the 2rain it manifests itself in something after this fashionO P! wonder where she is and what she is doing while ! am awayLP Or, P! wonder if he does not see another woman when he is away from meLP When these Muestions 2egin to arise in your mind do not call in a detecti1e. !nstead, go to the psychopathic hospital and ha1e yourself eBamined, 2ecause more than li4ely you are suffering from a mild form of insanity. /et your foot on 3"* OUS(6S nec4 2efore it gets its clutches on your throat.

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*fter you ha1e read this essay lay it aside and TH!+> a2out it. *t first you may say PThis does not apply to me. ! ha1e no imaginary horsemen in my 2rain.P *nd, you may 2e right:O+" OUT OF ",")( T"+ -! !O+ .OU # S*( TH!S *+# B" )!/HT< The other nine million nine hundred and ninety:nine thousand nine hundred and ninety:nine would 2e wrong. #o not fool yourself< (ou may 2e in that larger, class. The purpose of this article is to get you to see yourself as (OU *)"< !f you are suffering failure and po1erty and misery in any of their forms you are sure to disco1er one or more of these deadly riders in your 2rain. -a4e no mista4e a2out it : those who ha1e all they want, including happiness and good health, ha1e dri1en the se1en horsemen out of their 2rains. .ome 2ac4 to this essay a month from now, after you ha1e had time to analy;e yourself carefully. )ead it again and it may 2ring you face to face with F*.TS that will emancipate you from a horde of cruel enemies that now ride within your 2rain without your 4nowing it.

FC@NF

THE LAW OF SUCCESS

In Sixteen Lessons

Napoleon Hill

Teaching, for the First Time in the History of the World, the True Philosophy upon which all Personal Success is Built.

Originally PUB !SH"# in $%&' B( The )* STO+ U+!,")S!T( P)"SS -")!#"+, .O++.

.OP()!/HT, $%&', B( +*PO "O+ H! 000000 *ll )ights )eser1ed

Pu2lished By 3ames ). Henry *ctor, Filmma4er, 5 Business Owner

Printed in the US*

esson "ight S" F:.O+T)O

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+O -*+ *.H!","S /)"*T SU.."SS WHO !S U+W! TO -*>" P")SO+* S*.)!F!."S.

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THE LAW OF SUCCESS Lesson Ei/!t Se& +Cont"o&

"You Can Do t if You !elie"e You Can#$ !+ the preceding lesson you learned of the 1alue of enthusiasm. (ou also learned how to generate enthusiasm and how to transmit its influence to others, through the principle of s& estio%# (ou come, now, to the study of self-co%trol, through which you may direct your enthusiasm to constructi1e ends. Without self-co%trol enthusiasm resem2les the unharnessed lightning of an electrical storm :it may stri4e anywhere? it may destroy life and property. 5%th&sias" is the 1ital Muality that arouses you to action, while self-co%trol is the 2alance wheel that directs your action so that it will 2uild up and not tear down. To 2e a person who is well P2alanced,P you must 2e a person in whom e%th&sias" and self-co%trol are eMuali;ed. * sur1ey which ! ha1e Eust completed of the $K@,@@@ adult inmates of the penitentiaries of the United States discloses the startling fact that ninety:two percent of these unfortunate men and women are in prison 2ecause they lac4ed the necessary self-co%trol to direct their energies constructi1ely. )ead the foregoing paragraph again? it is authentic, it is startli% * !t is a fact that the maEority of a man6s griefs come a2out through lac4 of self-co%trol# The holy scriptures are full of admonition in support of self-co%trol# They e1en urge us to lo1e our enemies and to forgi1e those who inEure us. The law of non:resistance runs, li4e a golden cord, throughout the Bi2le. Study the records of those whom the world calls great, and o2ser1e that every o%e of the" possesses this -&ality of self-co%trol* For eBample, study the characteristics of our own immortal incoln. !n the midst of his most trying hours he eBercised patience, poise and self-co%trol# These were some of the Mualities which made him the great man that he was. He found disloyalty in some of the mem2ers of his ca2inet? 2ut, for the reason that this disloyalty was toward him, personally, and 2ecause those in whom he found it had Mualities which made them 1alua2le to his country, incoln eBercised self-co%trol and disregarded the o2Eectiona2le Mualities. How many men do you 4now who ha1e self-co%trol to eMual thisL !n language more forceful than it was polished, Billy Sunday eBclaimed from the pulpitO $There is so"ethi% as rotte% as hell abo&t the "a% (ho is al(ays tryi% to sho( so"e other fello( &p*$ ! wonder if the Pde1ilP didn6t yell, P*men, 2rother<P when Billy made that statementL Howe1er, self-co%trol 2ecomes an important factor in this )eading .ourse on the aw of Success, not so much 2ecause lac4 of it wor4s hardships on those who 2ecome its 1ictims, as for the reason that those who do not eBercise it suffer the loss of a great power which they need in their struggle for achie1ement of their defi%ite chief ai"# !f you neglect to eBercise self-co%trol, you are not only li4ely to inEure others, 2ut you are s&re to i%0&re yo&rself* #uring the early part of my pu2lic career ! disco1ered what ha1oc lac4 of self-co%trol was playing in my life, and this disco1ery came a2out through a 1ery commonplace incident. 8! 2elie1e it not out of place here to digress 2y ma4ing the statement that most of the great truths of life are wrapped up in the ordinary, commonplace e1ents of e1ery:day life.9 This disco1ery taught me one of the most important lessons ! ha1e e1er learned. !t came a2out in this wayO FC$&F

One day, in the 2uilding in which ! had my office, the Eanitor and ! had a misunderstanding. This led to a most 1iolent form of mutual disli4e 2etween us. *s a means of showing his contempt for me, this Eanitor would switch off the electric lights of the 2uilding when he 4new that ! was there alone at wor4 in my study. This happened on se1eral occasions until ! finally decided to Pstri4e 2ac4.P -y opportunity came one Sunday when ! came to my study to prepare an address that ! had to deli1er the following night. ! had hardly seated myself at my des4 when off went the lights. ! Eumped to my feet and ran toward the 2asement of the 2uilding where ! 4new ! would find the Eanitor. When ! arri1ed, ! found him 2usily engaged, sho1eling coal into the furnace, and whistling as though nothing unusual had happened. Without ceremony ! pitched into him, and for fi1e minutes ! hurled adEecti1es at him which were hotter than the fire that he was feeding. Finally, ! ran out of words and had to slow down. Then he straightened himself up, loo4ed 2ac4 o1er his shoulder, and in a calm, smooth tone of 1oice that was full of poise and self-co%trol, and with a smile on his face that reached from ear to ear, he saidO $3hy, yo&-all/s 0&st a little bit excited this "or%i% , ai%/t yo&+$ That remar4 cut as though it had 2een a stiletto $ !magine my feelings as ! stood there 2efore an illiterate man who could neither read nor write, 2ut who, despite this handicap, had defeated me in a duel that had 2een fought on grounds : and with a weapon :of my own choice. -y conscience pointed an accusing finger at me. ! 4new that not only had ! 2een defeated 2ut, what was worse, ! 4new that ! was the aggressor and that ! (as i% the (ro% , which only ser1ed to intensify my humiliation. +ot only did my conscience point an accusing finger at me, 2ut it placed some 1ery em2arrassing thoughts in my mind? it moc4ed me and it tantali;ed me. There ! stood, a 2oasted student of ad1anced psychology, an eBponent of the /olden )ule philosophy, ha1ing at least a fair acMuaintance with the wor4s of Sha4espeare, Socrates, Plato, "merson and the Bi2le? while facing me stood a man who 4new nothing of literature or of philosophy, 2ut who had, despite this lac4 of 4nowledge, whipped me in a 2attle of words. ! turned and went 2ac4 to my office as rapidly as ! could go. There was nothing else for me to do. *s ! 2egan to thin4 the matter o1er ! saw my mista4e, 2ut, true to nature, ! was reluctant to do that which ! 4new must 2e done to right the wrong. ! 4new that ! would ha1e to apologi;e to that man 2efore ! could place myself at peace in my own heart, much less with him. Finally, ! made up my mind to go 2ac4 down to the 2asement and suffer this humility which ! 4new ! had to undergo. The decision was not easily reached, nor did ! reach it Muic4ly. ! started down, 2ut ! wal4ed more slowly than ! had when ! went down the first trip. ! was trying to thin4 how ! would ma4e the second approach so as to suffer the least humiliation possi2le. When ! got to the 2asement ! called to the Eanitor to come o1er to the door. !n a calm, 4indly tone of 1oice he as4edO PWhat do you wish this timeLP ! informed him that ! had come 2ac4 to apologi;e for the wrong ! had done, if he would permit me to do so. *gain that smile spread all o1er his face as he saidO PFor the lo1e of the ord, you don6t ha1e to apologi;e. +o2ody heard you eBcept these four walls and you and me. ! ain6t going to tell it and ! 4now you ain6t going to tell it, so Eust forget it.P *nd that remar4 hurt more than his first one, for he had not only eBpressed a willingness to forgi1e me, 2ut he had actually indicated his willingness to help me co1er the incident up, so it would not 2ecome 4nown and do me an inEury. But ! wal4ed o1er to him and too4 him 2y the hand. ! shoo4 with more than my hand : ! shoo4 with my heart : and as ! wal4ed 2ac4 to my office ! felt good for ha1ing summoned the courage with which to FC$CF

TH" man who actually 4nows Eust what he wants in life has already gone a long way toward attaining it.

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right the wrong ! had done. This is not the end of the story. It is o%ly the be i%%i% * Following this incident, ! made a resolution that ! would ne1er again place myself in a position in which another man, whether he 2e an illiterate Eanitor or a man of letters, could humiliate me 2ecause ! had lost my self-co%trol# Following that resolution, a remar4a2le change 2egan to ta4e place in me. -y pen 2egan to ta4e on greater power. -y spo4en words 2egan to carry greater weight. ! 2egan to ma4e more friends and fewer enemies among men of my acMuaintance. The incident mar4ed one of the most important turning:points of my life. !t taught me that no man can control others unless he first controls himself. !t ga1e me a clear conception of the philosophy 2ac4 of these words, PWhom the gods would destroy, they first ma4e mad.P !t also ga1e me a clear conception of the law of non:resistance and helped me interpret many passages of the holy scriptures, 2earing on the su2Eect of this law, as ! had ne1er 2efore interpreted them. This incident placed in my hands the pass:4ey to a storehouse of 4nowledge that is illuminating and helpful in all that ! do, and, later in life, when enemies sought to destroy me, it ga1e me a powerful weapon of defense that has ne1er failed me. ac4 of self-co%trol is the a1erage salesman6s most damaging wea4ness. The prospecti1e 2uyer says something that the salesman does not wish to hear, and, if he has not this Muality of self-co%trol, he will Pstri4e 2ac4P with a counter remar4 that is fatal to his sale. !n one of the large department stores of .hicago ! witnessed an incident that illustrated the importance of self-co%trol# * long line of women were in front of the PcomplaintP des4, telling their trou2les and the store6s faults to the young woman in charge. Some of the women were angry and unreasona2le and some of them made 1ery ugly remar4s. The young woman at the des4 recei1ed the disgruntled women without the slightest sign of resentment at their remar4s. With a smile on her face she directed these women to the proper departments with such charming grace and poise that ! mar1eled at her self-co%trol# Standing Eust 2ac4 of her was another young woman who was ma4ing notations on slips of paper and passing them in front of her, as the women in the line un2urdened their trou2les. These slips of paper contained the gist of what the women in the line were saying, minus the P1itriolic coloringP and the anger. The smiling young woman at the des4 who was PhearingP the complaints was sto%e deaf* Her assistant supplied her with all the necessary facts, through those slips of paper. ! was so impressed with the plan that ! sought the manager of the store and inter1iewed him. He informed me that he had selected a deaf woman for one of the most trying and important positions in the store for the reason that he had not 2een a2le to find any other person with sufficient self-co%trol to fill the place. *s ! stood and watched that line of angry women, ! o2ser1ed what pleasant effect the smile of the young woman at the des4 had upon them. They came 2efore her growling li4e wol1es and went away as mee4 and Muiet as sheep. !n fact some of them had PsheepishP loo4s on their faces as they left, 2ecause the young woman6s self-co%trol had made them ashamed of themsel1es. "1er since ! witnessed that scene, ! ha1e thought of the poise and self:control of that young woman at the des4 e1ery time ! felt myself 2ecoming irritated at remar4s which ! did not li4e, and often ! ha1e thought that e1ery2ody should ha1e a set of Pmental ear muffsP which they could slip o1er their ears at times. Personally, ! ha1e de1eloped the ha2it of PclosingP my ears against much of the idle chatter such as ! used to ma4e it my 2usiness to resent. ife is too short and there is too much constructi1e wor4 to 2e done to Eustify us in Pstri4ing 2ac4P at e1eryone who says that which we do not wish to hear. !n the practice of law ! ha1e o2ser1ed a 1ery cle1er tric4 that trial lawyers use when they wish to get a statement of facts from a 2elligerent witness who answers Muestions with the pro1er2ial P! do not remem2erP or P! do not 4now.P When e1erything else fails, they manage to ma4e such a witness angry? and in this state of mind they cause him to lose his self-co%trol and ma4e statements that he would not FC$HF

ha1e made had he 4ept a PcoolP head. -ost of us go through life with our Pweather eyeP cast s4yward in Muest of trou2le. We usually find that for which we are loo4ing. !n my tra1els ! ha1e 2een a student of men whom ! ha1e heard in PPullman car con1ersation,P and ! ha1e o2ser1ed that practically nine out of e1ery ten ha1e so little self-co%trol that they will Pin1iteP themsel1es into the discussion of almost any su2Eect that may 2e 2rought up. But few men are contented to sit in a smo4ing compartment and listen to a con1ersation without Eoining in and PairingP their 1iews. Once ! was tra1eling from *l2any to +ew (or4 .ity. On the way down, the PSmo4ing .ar .lu2P started a con1ersation a2out the late )ichard .ro4er, who was then chief of Tammany Hall. The discussion 2ecame loud and 2itter. "1eryone 2ecame angry eBcept one old gentleman who was agitating the argument and ta4ing a li1ely interest in it. He remained calm and seemed to enEoy all the mean things the others said a2out the PTigerP of Tammany Hall. Of course, ! supposed that he was an enemy of the Tammany .hief, 2ut he (as%/t* He (as 1ichard !ro'er, hi"self* This was one of his cle1er tric4s through which he found out what people thought of him and what his enemies6 plans were. Whate1er else )ichard .ro4er might ha1e 2een, he was a man of self-co%trol# Perhaps that is one reason why he remained undisputed 2oss of Tammany Hall as long as he did. .e% (ho co%trol the"selves &s&ally boss the 0ob, %o "atter (hat it "ay be# Please read, again, the last sentence of the preceding paragraph, for it carries a su2tle suggestion that might 2e of profit to yo&# This is a commonplace incident, 2ut it is in Eust such incidents that the great truths of life are hidden:hidden 2ecause the settings are ordinary and commonplace. +ot long ago ! accompanied my wife on a P2argain huntingP 2ee. Our attention was attracted 2y a crowd of women who were el2owing each other out of the way in front of a petticoat counter at which P2argainsP were 2eing offered. One lady who loo4ed to 2e a2out forty:fi1e years of age crawled on her hands and 4nees through the crowd and P2o22edP up in front of a customer who had engaged the attention of the saleswoman ahead of her. !n a loud, high:pitched tone of 1oice she demanded attention. The saleswoman was a diplomat who understood human nature? she also possessed self-co%trol, for she smiled sweetly at the intruder and saidO P(es, .iss) ! will 2e with you in a moment<P The intruder calmed herself< ! do not 4now whether it was the P(es, .iss,$ or the sweet tone in which it was said that modified her attitude? 2ut it was one or the other? perhaps it was 2oth. ! do 4now, howe1er, that the saleswoman was rewarded for her self-co%trol 2y the sale of three petticoats, and the happy P-issPwent away feeling much younger for the remar4. )oast tur4ey is a 1ery popular dish, 2ut o1ereating of it cost a friend of mine, who is in the printing 2usiness, a fifty thousand dollar order. !t happened the day after Than4sgi1ing, when ! called at his office for the purpose of introducing him to a prominent )ussian who had come to the United States to pu2lish a 2oo4. The )ussian spo4e 2ro4en "nglish and it was therefore hard for him to ma4e himself easily understood. #uring the inter1iew he as4ed my printer friend a Muestion which was mista4en as a reflection upon his a2ility as a printer. !n an unguarded moment he countered with this remar4O PThe trou2le with you Bolshe1i4s is that you loo4 with suspicion on the remainder of the world Eust 2ecause of your own short:sightedness.P -y PBolshe1i4P friend nudged me on the el2ow and whisperedO PThe gentleman seems to 2e sic4. We shall call again, when he is feeling 2etter.P But, he ne1er called again. He placed his order with another printer, and ! learned afterward that the profit on that order was more than Q$@,@@@.@@< Ten thousand dollars seems a high price to pay for a plate of tur4ey, 2ut that is the price that it cost FC$KF

+O man can rise to fame and fortune without carrying others along with him. !t simply cannot 2e done.

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my printer friend? for he offered me an apology for his conduct on the ground that his tur4ey dinner had gi1en him indigestion and therefore he had lost his self-co%trol# One of the largest chain store concerns in the world has adopted a uniMue, though effecti1e, method of employing salespeople who ha1e de1eloped the essential Muality of self-co%trol which all successful salespeople must possess. This concern has in its employ a 1ery cle1er woman who 1isits department stores and other places where salespeople are employed and selects certain ones whom she 2elie1es to possess tact and self-co%trol) 2ut, to 2e sure of her Eudgment, she approaches these salespeople and has them show her their wares. She as4s all sorts of Muestions that are designed to try their patience. !f they stand the test, they are offered 2etter positions? if they fail in the test, they ha1e merely allowed a good opportunity to pass 2y without 4nowing it. +o dou2t all people who refuse or neglect to eBercise self-co%trol are literally turning opportunity after opportunity away without 4nowing it. One day ! was standing at the glo1e counter of a large retail store tal4ing to a young man who was employed there. He was telling me that he had 2een with the store four years, 2ut on account of the Pshort:sightednessP of the store, his ser1ices had not 2een appreciated and he was loo4ing for another position. !n the midst of this con1ersation a customer wal4ed up to him and as4ed to see some hats. He paid no attention to the customer6s inMuiry until he had finished telling me his trou2les, despite the fact that the customer was o21iously 2ecoming impatient. Finally, he returned to the customer and saidO PThis isn6t the hat department.P When the customer inMuired as to where he might find that department the young man repliedO P*s4 the floor:wal4er o1er there? he will direct you.P For four years this young man had 2een standing on top of a fine opportunity 2ut he did not 4now it. He could ha1e made a friend of e1ery person whom he ser1ed in that store and these friends could ha1e made him one of the most 1alua2le men in the store, 2ecause they would ha1e come 2ac4 to trade with him. PSnappyP answers to inMuiring customers do not 2ring them 2ac4. One rainy afternoon an old lady wal4ed into a Pitts2urgh department store and wandered around in an aimless sort of way, 1ery much in the manner that people who ha1e no intention of 2uying often do. -ost of the salespeople ga1e her the Ponce o1erP and 2usied themsel1es 2y straightening the stoc4 on their shel1es so as to a1oid 2eing trou2led 2y her. One of the young men saw her and made it his 2usiness to inMuire politely if he might ser1e her. She informed him that she was only waiting for it to stop raining? that she did not wish to ma4e any purchases. The young man assured her that she was welcome, and 2y engaging her in con1ersation made her feel that he had meant what he said. When she was ready to go he accompanied her to the street and raised her um2rella for her. She as4ed for his card and went on her way. The incident had 2een forgotten 2y the young man when, one day, he was called into the office 2y the head of the firm and shown a letter from a lady who wanted a salesman to go to Scotland and ta4e an order for the furnishings for a mansion. That lady was *ndrew .arnegie6s mother? she was also the same woman whom the young man had so courteously escorted to the street many months pre1iously. !n the letter, -rs. .arnegie specified that this young man was the one whom she desired to 2e sent to ta4e her order. That order amounted to an enormous sum, and the incident 2rought the young man an opportunity for ad1ancement that he might ne1er ha1e had eBcept for his courtesy to an old lady who did not loo4 li4e a Pready sale.P 3ust as the great fundamental laws of life are wrapped up in the commonest sort of e1ery:day eBperiences that most of us ne1er notice, so are the real opportunities often hidden in the seemingly unimportant transactions of life. *s4 the neBt ten people whom you meet why they ha1e not accomplished more in their respecti1e lines of endea1or, and at least nine of them will tell you that opport&%ity does %ot see" to co"e aro&%d their (ay# /o a step further and analy;e each of these nine accurately 2y o2ser1ing their actions for one single day, and the chances are that you will find that e1ery one of them is turning away the finest sort of FC$'F

opportunities e1ery hour of the day. One day ! went to 1isit a friend who was associated with a .ommercial School, in the capacity of solicitor. When ! as4ed him how he was getting along he repliedO P)otten< ! see a large num2er of people 2ut ! am not ma4ing enough sales to gi1e me a good li1ing. !n fact my account with the school is o1erdrawn and ! am thin4ing a2out changing positions as there is no opport&%ity here.P !t happened that ! was on my 1acation and had ten days6 time that ! could use as ! wished, so ! challenged his remar4 that he had no opportunity 2y telling him that ! could turn his position into Q&H@.@@ in a wee46s time and show him how to ma4e it worth that e1ery wee4 thereafter. He loo4ed at me in ama;ement and as4ed me not to Eo4e with him o1er so serious a matter. When he was finally con1inced that ! was in earnest he 1entured to inMuire how ! would perform the Pmiracle.P Then ! as4ed him if he had e1er heard of or a%i,ed effort, to which he repliedO PWhat do you mean 2y or a%i,ed effort+$ ! informed him that ! had reference to the direction of his efforts in such a manner that he would enroll from fi1e to ten students with the same amount of effort that he had 2een putting into the enrollment of one or of none. He said he was willing to 2e shown, so ! ga1e him instructions to arrange for me to spea4 2efore the employees of one of the local department stores. He made the appointment and ! deli1ered the address. !n my tal4 ! outlined a plan through which the employees could not only increase their a2ility so that they could earn more money in their present positions, 2ut it also offered them an opportunity to prepare themsel1es for greater responsi2ilities and 2etter positions. Following my tal4, which of course was designed for that purpose, my friend enrolled eight of those employees for night courses in the .ommercial School which he represented. The following night he 2oo4ed me for a similar address 2efore the employees of a laundry, and following the address he enrolled three more students, two of them yo&% (o"e% (ho (or'ed over the (ashi% "achi%es at the hardest sort of labor# Two days later he 2oo4ed me for an address 2efore the employees of one of the local 2an4s, and following the address he enrolled four more students, ma4ing a total of fifteen students, and the entire time consumed was not more than siB hours, including the time reMuired for the deli1ery of the addresses and the enrollment of the students. -y friend6s commission on the transactions was a little o1er four hundred dollars< These places of employment were within fifteen minutes6 wal4 of this man6s place of 2usiness, 2ut he had ne1er thought of loo4ing there for 2usiness. +either had he e1er thought of allying himself with a spea4er who could assist him in PgroupP selling. That man now owns a splendid .ommercial School of his own, and ! am informed that his net income last year was o1er Q$@,@@@.@@. $6o opport&%ities$ come your wayL Perhaps they come 2ut you do not see them. Perhaps you will see them in the future as you are preparing yourself, through the aid of this )eading .ourse on the aw of Success, so that you can recogni;e an opportunity when you see it. The siBth lesson of this course is on the su2Eect of i"a i%atio%, which was the chief factor that entered into the transaction that ! ha1e Eust related. !magination, plus a #efinite Plan, plus Self:confidence, plus *ction, were the main factors that entered into this transaction. (ou now 4now how to use all of these, and 2efore you shall ha1e finished this lesson you will understand how to direct these factors through self-co%trol# +ow let us eBamine the scope of meaning of the term self-co%trol, as it is used in connection with this course, 2y descri2ing the general conduct of a person who possesses it. * person with well:de1eloped self-co%trol does not indulge in hatred, en1y, Eealousy, fear, re1enge, or any similar destructi1e emotions. * person with well:de1eloped self-co%trol does not go into ecstasies or 2ecome ungo1erna2ly enthusiastic o1er anything or any2ody. /reed and selfishness and self:appro1al 2eyond the point of accurate self:analysis and appreciation of one6s actual merits, indicate lac4 of self-co%trol in one of its most dangerous forms. Self:confidence is FC$%F

F"*) no man, hate no man, wish no one misfortune, and more than li4ely you will ha1e plenty of friends.

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one of the important essentials of success, 2ut when this faculty is de1eloped 2eyond the point of reason it 2ecomes 1ery dangerous. Self:sacrifice is a commenda2le Muality, 2ut when it is carried to eBtremes, it, also, 2ecomes one of the dangerous forms of lac4 of self-co%trol# (ou owe it to yourself not to permit your emotions to place your happiness in the 4eeping of another person. o1e is essential for happiness, 2ut the person who lo1es so deeply that his or her happiness is placed entirely in the hands of another, resem2les the little lam2 who crept into the den of the Pnice, gentle little wolfP and 2egged to 2e permitted to lie down and go to sleep, or the canary 2ird that persisted in playing with the cat6s whis4ers. * person with well:de1eloped self-co%trol will not permit himself to 2e influenced 2y the cynic or the pessimist? nor will he permit another person to do his thin4ing for him. * person with well:de1eloped self-co%trol will stimulate his imagination and his enthusiasm until they ha1e produced action, 2ut he will then control that action and not permit it to control him. * person with well:de1eloped self-co%trol will ne1er, under any circumstances, slander another person or see4 re1enge for any cause whatsoe1er. * person with self-co%trol will not hate those who do not agree with him? instead, he will endea1or to understand the reason for their disagreement, and profit 2y it. We come, now, to a form of lac4 of self-co%trol which causes more grief than all other forms com2ined? it is the ha2it of forming opinions 2efore studying the facts# We will not analy;e this particular form in detail, in this lesson, for the reason that it is fully co1ered in esson "le1en, on acc&rate tho& ht, 2ut the su2Eect of self-co%trol could not 2e co1ered without at least a passing reference to this common e1il to which we are all more or less addicted. 6o o%e has a%y ri ht to form an opinion that is not 2ased either upon that which he 2elie1es to 2e facts, or upon a reasona2le hypothesis? yet, if you will o2ser1e yourself carefully, you will catch yourself forming opinions on nothing more su2stantial than your desire for a thing to 2e or not to 2e. *nother grie1ous form of lac4 of self-co%trol is the PspendingP ha2it. ! ha1e reference, of course, to the ha2it of spending 2eyond one6s needs. This ha2it has 2ecome so pre1alent since the close of the world war that it is alarming. * well 4nown economist has prophesied that three more generations will transform the United States from the richest country in the world to the poorest if the children are not taught the savi% s habit, as a part of their training in 2oth the schools and the homes. On e1ery hand, we see people 2uying automo2iles on the installment plan instead of 2uying homes. Within the last fifteen years the automo2ile PfadP has 2ecome so popular that literally tens of thousands of people are mortgaging their futures to own cars. * prominent scientist, who has a 4een sense of humor, has prophesied that not only will this ha2it grow lean 2an4 accounts, 2ut, if persisted in, it will e1entually grow 2a2ies whose legs will ha1e 2ecome transformed into wheels. This is a speed:mad, money:spending age in which we are li1ing, and the uppermost thought in the minds of most of us is to li1e faster than our neigh2ors. +ot long ago the general manager of a concern that employs K@@ men and women 2ecame alarmed o1er the large num2er of his employees who were 2ecoming in1ol1ed with Ploan shar4s,P and decided6 to put an end to this e1il. When he completed his in1estigation, he found that only nine per cent of his employees had sa1ings accounts, and of the other ninety:one percent who had no money ahead, se1enty:fi1e per cent were in de2t in one form or another, some of them 2eing hopelessly in1ol1ed financially. Of those (ho (ere i% debt E9F o(%ed a&to"obiles# We are creatures of imitation. We find it hard to resist the temptation to do that which we see others doing. !f our neigh2or 2uys a Buic4, we must imitate him and if we cannot scrape together enough to ma4e the first payment on a Buic4 we must, at least, ha1e a Ford. -eanwhile, we ta4e no heed of the morrow. The old:fashioned Prainy:day nest eggP has 2ecome o2solete. We li1e from day to day. We 2uy FC&$

TO do much clear thin4ing a man must arrange for regular periods of solitude when he can concentrate and indulge his imagination without distraction. :Thomas *. "dison

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our coal 2y the pound and our flour in fi1e pound sac4s, there2y paying a third more for it than it ought to cost, 2ecause it is distri2uted in small Muantities. Of co&rse this (ar%i% does %ot apply to yo&* !t is intended only for those who are 2inding themsel1es in the chains of po1erty 2y spending 2eyond their earning capacity, and who ha1e not yet heard that there are definite laws which must 2e o2ser1ed 2y all who would attain s&ccess# The automo2ile is one of the modern wonders of the world, 2ut it is more often a luBury than it is a necessity, and tens of thousands of people who are now Pstepping on the gasP at a li1ely pace are going to see some dangerous s4idding when their Prainy daysP arri1e. !t reMuires considera2le self-co%trol to use the street cars as a means of transportation when people all around us are dri1ing automo2iles, 2ut all who eBercise this self-co%trol are practically sure to see the day when many who are now dri1ing cars will 2e either riding the streetcars or wal4ing. !t was this modem tendency to spend the entire income which prompted Henry Ford to safe:guard his employees with certain restrictions when he esta2lished his famous QH.@@ a day minimum wage scale. Twenty years ago, if a 2oy wanted a wagon, he fashioned the wheels out of 2oards and had the pleasure of 2uilding it himself. +ow, if a 2oy wants a wagon, he cries for it : a%d ets it* ac4 of self-co%trol is 2eing de1eloped in the oncoming generations 2y their parents who ha1e 2ecome 1ictims of the spending ha2it. Three generations ago, practically any 2oy could mend his own shoes with the family co22ling outfit. Today the 2oy ta4es his shoes to the corner shoe:shop and pays Q$.NH for heels and half soles, and this ha2it is 2y no means confined to the rich and well:to:do classes. ! repeat : the spe%di% habit is t&r%i% A"erica i%to a %atio% of pa&pers* ! am safe in assuming that you are struggling to attain success, for if you were not you would not 2e reading this course. et me remind you, then, that a little sa1ings account will attract many an opportunity to you that would not come your way without it. The si;e of the account is not so important as is the fact that you ha1e esta2lished the savi% s habit, for this ha2it mar4s you as a person who eBercises an important form of self-co%trol# The modem tendency of those who wor4 for a salary is to spend it all. !f a man who recei1es QC,@@@.@@ a year and manages to get along on it fairly well, recei1es an increase of Q$,@@@.@@ a year, does he continue to li1e on QC,@@@.@@ and place the increased portion of his income in the sa1ings 2an4L +o, not unless he is one of the few who ha1e de1eloped the sa1ings habit# Then, what does he do with this additional Q$,@@@.@@L He trades in the old automo2ile and 2uys a more eBpensi1e one, and at the end of the year he is poorer on a QG,@@@.@@ income than he was the pre1ious year on a QC,@@@.@@ income. This is a Pmodern, twentieth century modelP *merican that ! am descri2ing, and you will 2e luc4y if, upon close analysis, you do not find yourself to 2e one of this class. Somewhere 2etween the miser who hoards e1ery penny he gets his hands on, in an old soc4, and the man who spends e1ery cent he can earn or 2orrow, there is a Phappy medium,P and if you enEoy life with reasona2le assurance of a1erage freedom and contentment, you must find this half:way point and adopt it as a part of your self-co%trol program. Self:discipline is the most essential factor in the de1elopment of personal power, 2ecause it ena2les you to control your appetite and your tendency to spend more than you earn and your ha2it of Pstri4ing 2ac4P at those who offend you and the other destructi1e ha2its which cause you to dissipate your energies through non:producti1e effort that ta4es on forms too numerous to 2e catalogued in this lesson. ,ery early in my pu2lic career ! was shoc4ed when ! learned how many people there are who de1ote most of their energies to tearing down that which the 2uilders construct. By some Mueer turn of the wheel of fate one of these destroyers crossed my path 2y ma4ing it his 2usiness to try to destroy my reputation. *t first, ! was inclined to Pstri4e 2ac4P at him, 2ut as ! sat at my typewriter late one night, a thought FC&CF

*S> any wise man what he most desires and he will, more than li4ely, say Pmore wisdom.P

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came to me which changed my entire attitude toward this man. )emo1ing the sheet of paper that was in my typewriter, ! inserted another one on which ! stated this thought, in these wordsO (ou ha1e a tremendous ad1antage o1er the man who does you an inEuryO you ha1e it within your power to forgi1e him, while he has no such ad1antage o1er you. *s ! finished writing those lines, ! made up my mind that ! had come to the point at which ! had to decide upon a policy that would ser1e as a guide concerning my attitude toward those who critici;e my wor4 or try to destroy my reputation. ! reached this decision 2y reasoning something after this fashionO Two courses of action were open to me. ! could waste much of my time and energy in stri4ing 2ac4 at those who would try to destroy me, or ! could de1ote this energy to furthering my life:wor4 and let the result of that wor4 ser1e as my sole answer to all who would critici;e my efforts or Muestion my moti1es. ! decided upon the latter as 2eing the 2etter policy and adopted it. PBy their deeds you shall 4now them<P !f your deeds are constructi1e and you are at peace with yourself, in your own heart, you will not find it necessary to stop and eBplain your moti1es, for they will eBplain themsel1es. The world soon forgets its destroyers. !t 2uilds its monuments to and 2estows its honors upon none 2ut its 2uilders. >eep this fact in mind and you will more easily reconcile yourself to the policy of refusing to waste your energies 2y Pstri4ing 2ac4P at those who offend you. "1ery person who amounts to anything in this world comes to the point, sooner or later, at which he is forced to settle this Muestion of policy toward his enemies, and if you want proof that it pays to eBercise sufficient self-co%trol to refrain from dissipating your 1ital energies 2y Pstri4ing 2ac4P then study the records of all who ha1e risen to high stations in life and o2ser1e how carefully they cur2ed this destructi1e ha2it. !t is a well 4nown fact that no man e1er reached a high station in life without opposition of a 1iolent nature from Eealous and en1ious enemies. The late President Warren /. Harding and eB:President Wilson and 3ohn H. Patterson of the +ational .ash )egister .ompany and scores of others whom ! could mention, were 1ictims of this cruel tendency, of a certain type of depra1ed man, to destroy reputation. But these men wasted no time eBplaining or Pstri4ing 2ac4P at their enemies. They eBercised self-co%trol# ! do not 4now 2ut that these attac4s on men who are in pu2lic life, cruel and unEust and untruthful as they often are, ser1e a good purpose. !n my own case, ! 4now that ! made a disco1ery that was of great 1alue to me, as a result of a series of 2itter attac4s which a contemporary Eournalist launched against me. ! paid no attention to these attac4s for four or fi1e years, until finally they 2ecame so 2old that ! decided to o1erride my policy and Pstri4e 2ac4P at my antagonist. ! sat down at my typewriter and 2egan to write. !n all of my eBperience as a writer ! do not 2elie1e ! e1er assem2led such a collection of 2iting adEecti1es as those which ! used on this occasion. The more ! wrote, the more angry ! 2ecame, until ! had written all that ! could thin4 of on the su2Eect. *s the last line was finished, a strange feeling came o1er me:it was not a feeling of 2itterness toward the man who had tried to inEure me:it was a feeling of compassion, of sympathy, of forgi1eness. I had &%co%scio&sly psycho-a%aly,ed "yself by releasi% , over the 'eys of "y type(riter, the repressed e"otio%s of hate a%d rese%t"e%t (hich I had bee% &%i%te%tio%ally atheri% i% "y s&bco%scio&s "i%d over a lo% period of years# +ow, if ! find myself 2ecoming 1ery angry, ! sit down at my typewriter and Pwrite it out of my system,P then throw away the manuscript, or file it away as an eBhi2it for my scrap2oo4 to which ! can refer 2ac4 in the years to come : after the e1olutionary processes ha1e carried me still higher in the realm FC&HF

of understanding. )epressed emotions, especially, the emotion of hatred, resem2le a 2om2 that has 2een constructed of high eBplosi1es, and unless they are handled with as much understanding of their nature as an eBpert would handle a 2om2, they are as dangerous. * 2om2 may 2e rendered harmless 2y eBplosion in an open field, or 2y disintegration in a 2ath of the proper sort. *lso, a feeling of anger or hatred may 2e rendered harmless 2y gi1ing eBpression to it in a manner that harmoni;es with the principle of psycho:analysis. Before yo& can achie1e success in the higher and 2roader sense you must gain such thorough control o1er yourself that you will 2e a person of poise# (ou are the product of at least a million years of e1olutionary change. For countless generations preceding you +ature has 2een tempering and refining the materials that ha1e gone into your ma4e:up. Step 2y step, she has remo1ed from the generations that ha1e preceded you the animal instincts and 2aser passions until she has produced, in you, the fi%est speci"e% of a%i"al that lives# She has endowed you, through this slow e1olutionary process, with reason and poise and P2alanceP sufficient to ena2le you to control and do with yourself whate1er you will. +o other animal has e1er 2een endowed with such self:control as you possess. (ou ha1e 2een endowed with the power to use the most highly organi;ed form of energy 4nown to man, that of tho& ht# !t is not impro2a2le that tho& ht is the closest connecting lin4 there is 2etween the material, physical things of this world and the world of #i1inity. (ou ha1e not only the power to thin4 2ut, what is a thousand times more important still, you ha1e the power to co%trol yo&r tho& hts a%d direct the" to do yo&r biddi% * We are coming, now, to the really important part of this lesson. )ead slowly and meditati1ely< ! approach this part of this lesson almost with fear and trem2ling, for it 2rings us face to face with a su2Eect which 2ut few men are Mualified to discuss with reasona2le intelligence. ! repeat, yo& have the po(er to co%trol yo&r tho& hts a%d "a'e the" do yo&r biddi% * (our 2rain may 2e li4ened to a dynamo, in this respect, that it generates or sets into motion the mysterious energy called tho& ht# The stimuli that start your 2rain into action are of two sorts? one is *utosuggestion and the other is Suggestion. (ou can select the material out of which your thin4ing is produced, and that is *uto:suggestion 8or self:suggestion9. (ou can permit others to select the material out of which your thin4ing is produced and that is Suggestion. !t is a humiliating fact that most thought is produced 2y the outside suggestions of others, and it is more humiliating, still, to ha1e to admit that the maEority of us accept this suggestion without either eBamining it or Muestioning its soundness. We read the daily papers as though e1ery word were 2ased upon fact. We are swayed 2y the gossip and idle chatter of others as though e1ery word were true. Tho& ht is the only thing o1er which you ha1e a2solute control, yet, unless you are the pro1er2ial eBception, which is a2out one out of e1ery ten thousand, you permit other people to enter the sacred mansion of your mind and there deposit, through suggestion, their trou2les and woes, ad1ersities and falsehoods, Eust as though you did not ha1e the power to close the door and 4eep them out. (ou ha1e within your control the power to select the material that constitutes the dominating thoughts of your mind, and Eust as surely as you are reading these lines, those thoughts which dominate your mind will 2ring you success or failure, according to their nature. The fact that tho& ht is the only thing o1er which you ha1e a2solute control is, within itself, of most profound significance, as it strongly suggests that tho& ht is your nearest approach to #i1inity, on this earthly plane. This fact also carries another highly impressi1e suggestion? namely, that tho& ht is your most important tool? the one with which you may shape your worldly destiny according to your own li4ing. Surely, #i1ine Pro1idence did not ma4e tho& ht the sole power o1er which you ha1e a2solute control without associating with that power potentialities which, if understood and de1eloped, would stagger the imagination. FC&KF

WH! " others may side:trac4 your am2itions not a few times, remem2er that discouragement most freMuently comes from within.

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Self-co%trol is solely a "atter of tho& ht-co%trol* Please read the foregoing sentence aloud? read it thoughtfully and meditate o1er it 2efore reading further, 2ecause it is, without dou2t, the most important single sentence of this entire course. (ou are studying this course, presuma2ly 2ecause you are earnestly see4ing truth and understanding sufficient to ena2le you to attain some high station in life. (ou are searching for the magic 4ey that will unloc4 the door to the source of power? and yet you ha1e the 4ey in your own hands, and you may ma4e use of it the moment you learn to co%trol yo&r tho& hts# Place in your own mind, through the principle of *uto:suggestion, the positi1e, constructi1e thoughts which harmoni;e with your defi%ite chief ai" in life, and that mind will transform those thoughts into physical reality and hand them 2ac4 to you, as a finished product. This is tho& ht-co%trol* When you deli2erately choose the thoughts which dominate your mind and firmly refuse admittance to outside suggestion, you are eBercising self-co%trol in its highest and most efficient form. -an is the only li1ing animal that can do this. How many millions of years +ature has reMuired in which to produce this animal no one 4nows, 2ut e1ery intelligent student of psychology 4nows that the dominating thoughts determine the actions and the nature of the animal. The process through which one may thin4 accurately is a su2Eect that has 2een reser1ed for esson "le1en, of this course. The point we wish clearly to esta2lish, in this lesson, is that thought, whether accurate or inaccurate, is the most highly organi;ed functioning power of your mind? and that yo& are b&t the s&" total of yo&r do"i%ati% or "ost pro"i%e%t tho& hts# !f you would 2e a master salesman, whether of goods and wares or of personal ser1ices, you must eBercise sufficient self-co%trol to shut out all ad1erse arguments and suggestions. -ost salesmen ha1e so little self-co%trol that they hear the prospecti1e purchaser say PnoP e1en 2efore he says it. +ot a few salesmen hear this fatal word PnoP e1en 2efore they come into the presence of their prospecti1e purchaser. They ha1e so little self-co%trol that they actually suggest to themsel1es that their prospecti1e purchaser will say PnoP when as4ed to purchase their wares. How different is the man of self-co%trol* He not only suggests to himself that his prospecti1e purchaser will say Pyes,P 2ut if the desired PyesP is not forthcoming, he stays on the Eo2 until he 2rea4s down the opposition and forces a Pyes.P !f his prospecti1e purchaser says Pno,P he does not hear it. !f his prospecti1e purchaser says PnoP :a second, and a third, and a fourth time : he does not hear it, for he is a man of self-co%trol and he permits no suggestions to reach his mind eBcept those which he desires to influence him. The master salesman, whether he 2e engaged in selling merchandise, or personal ser1ices, or sermons, or pu2lic addresses, understands how to control his own tho& hts# !nstead of 2eing a person who accepts, (ith "ee' s&b"issio%, the s& estio%s of others, he is a person who persuades others to accept his s& estio%s# By controlling himself and 2y placing only positi1e thoughts in his own mind, he there2y 2ecomes a dominating personality, a master salesman. This, too, is self-co%trol* * master salesman is one who ta4es the offensi1e, and ne1er the defensi1e side of an argument, if argument arises. Please read the foregoing sentence again< !f you are a master salesman you 4now that it is necessary for you to 4eep your prospecti1e purchaser on the defensi1e, and you also 4now that it will 2e fatal to your sale if you permit him to place you on the defensi1e and 4eep you there. (ou may, and of course you will at times, 2e placed in a position in which you will ha1e to assume the defensi1e side of the con1ersation for a time, 2ut it is your 2usiness FC&'F

to eBercise such perfect poise and self-co%trol that you will change places with your prospecti1e purchaser without his noticing that you ha1e done so, 2y placing him 2ac4 on the defensi1e. This reMuires the most consummate s4ill and self:control< -ost salesmen sweep this 1ital point aside 2y 2ecoming angry and trying to scare the prospecti1e purchaser into su2mission, 2ut the master salesman remains calm and serene, and usually comes out the winner. The word PsalesmanP has reference to all people who try to persuade or con1ince others 2y logical argument or appeal to self:interest. We are all salesmen? or, at least, we should 2e, no matter what form of ser1ice we are rendering or what sort of goods we are offering. The a2ility to negotiate with other people without friction and argument is the outstanding Muality of all successful people. O2ser1e those nearest you and notice how few there are who understand this art of tactful negotiation. O2ser1e, also, how successful are the few who understand this art, despite the fact that they may ha1e less education than those with whom they negotiate. !t is a 4nac4 that can 2e culti1ated. The art of successful negotiation grows out of patient and painsta4ing self-co%trol# +otice how easily the successful salesman eBercises self-co%trol when he is handling a customer who is impatient. !n his heart such a salesman may 2e 2oiling o1er, 2ut you will see no e1idence of it in his face or manner or words. He has acMuired the art of tactful negotiation< * single frown of disappro1al or a single word denoting impatience will often spoil a sale, and no one 4nows this 2etter than the successful salesman. He ma4es it his 2usiness to control his feelings, and as a reward he sets his own salary mar4 and chooses his own position. To watch a person who has acMuired the art of successful negotiation is a li2eral education, within itself. Watch the pu2lic spea4er who has acMuired this art? notice the firmness of his step as he mounts the platform? o2ser1e the firmness of his 1oice as he 2egins to spea4? study the eBpression on his face as he sweeps his audience with the mastery of his argument. He has lear%ed ho( to %e otiate (itho&t frictio%# Watch the physician who has acMuired this art, as he wal4s into the sic4 room and greets his patient with a smile. His 2earing, the tone of his 1oice, the loo4 of assurance on his face, all mar4 him as one who has acMuired the art of successful negotiation, and the patient 2egins to feel 2etter the moment he enters the sic4 room. Watch the foreman of the wor4s who has acMuired this art, and o2ser1e how his 1ery presence spurs his men to greater effort and inspires them with confidence and enthusiasm. Watch the lawyer who has acMuired this art, and o2ser1e how he commands the respect and attention of the court, the Eury and his fellow:practitioners. There is something a2out the tone of his 1oice, the posture of his 2ody, and the eBpression on his face which causes his opponent to suffer 2y comparison. He not only 4nows his case, 2ut he con1inces the court and the Eury that he 4nows, and as his reward he wins his cases and claims 2ig retaining fees. *nd all of this is predicated upon self-co%trol* *nd self-co%trol is the result of tho& ht-co%trol* #eli2erately place in your own mind the sort of tho& hts that you desire there, and 4eep out of your mind those tho& hts which others place there through suggestion, and you will 2ecome a person of selfco%trol# This pri1ilege of stimulating your mind with suggestions and thoughts of your own choosing is your prerogati1e power that #i1ine Pro1idence ga1e you, and if you will eBercise this holy right there is nothing within the 2ounds of reason that you cannot attain. P osing your temper,P and with it your case, or your argument, or your sale, mar4s you as one who has not yet familiari;ed himself with the fundamentals upon which self-co%trol is 2ased, and the chief one FC&%F

P"OP " li4e to use their eBcess energy 2y Pchewing the rag.P Wm. Wrigley, 3r., capitali;ed this human trait 2y gi1ing them a stic4 of Spearmint.

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of these fundamentals is the pri1ilege of choosing the thoughts that dominate the mind. * student in one of my classes once as4ed how one went a2out controlling one6s thoughts when in a state of intense anger, and ! repliedO $I% exactly the sa"e (ay that yo& (o&ld cha% e yo&r "a%%er a%d the to%e of yo&r voice if yo& (ere i% a heated ar &"e%t (ith a "e"ber of yo&r fa"ily a%d heard the door bell ri% , (ar%i% yo& that co"pa%y (as abo&t to visit yo&# 4o& (o&ld co%trol yo&rself beca&se yo& (o&ld desire to do so#$ !f you ha1e e1er 2een in a similar predicament, where you found it necessary to co1er up your real feelings and change the eBpression on your face Muic4ly, you 4now how easily it can 2e done, and you also 4now that it can 2e done beca&se o%e (a%ts to do it* Bac4 of all achie1ement, 2ac4 of all self-co%trol, 2ac4 of all tho& ht co%trol, is that magic something called #"S!)"< !t is no misstatement of fact to say that you are limited only 2y the depth of your desires* When your desires are strong enough you will appear to possess superhuman powers to achie1e. +o one has e1er eBplained this strange phenomenon of the mind, and perhaps no one e1er will eBplain it, 2ut if you dou2t that it eBists you ha1e 2ut to eBperiment and 2e con1inced. !f you were in a 2uilding that was on fire, and all the doors and windows were loc4ed, the chances are that you would de1elop sufficient strength with which to 2rea4 down the a1erage door, 2ecause of your intense desire to free yourself. !f you desire to acMuire the art of successful negotiation, as you undou2tedly will when you understand its significance in relation to your achie1ement of your defi%ite chief ai", you will do so, pro1iding your desire is intense enough. +apoleon desired to 2ecome emperor of France and did rule. incoln desired to free the sla1es, and he accomplished it. The French desired that Pthey shall not pass,P at the 2eginning of the world war, and they didn6t pass< "dison desired to produce light with electricity, and he produced it: although he was many years in doing so. )oose1elt desired to unite the *tlantic and Pacific oceans, through the Panama .anal, and he did it. #emosthenes desired to 2ecome a great pu2lic spea4er, and despite the handicap of serious impediment of speech, he transformed his desire into reality. Helen >eller desired to spea4, and despite the fact that she was deaf, dum2 and 2lind, she now spea4s. 3ohn H. Patterson desired to dominate in the production of cash registers, and he did it. -arshall Field desired to 2e the leading merchant of his time, and he did. Sha4espeare desired to 2ecome a great playwright, and, despite the fact that he was only a poor itinerant actor, he made his desire come true. Billy Sunday desired to Muit playing 2ase:2all and 2ecome a master preacher, and he did. 3ames 3. Hill desired to 2ecome an empire 2uilder? and, despite the fact that he was only a poor telegraph operator, he transformed that desire into reality. #on6t say, P!t can6t 2e done,P or that you are different from these and thousands of others who ha1e achie1ed noteworthy success in e1ery worthy calling. !f you are Pdifferent,P it is only in this respectO they desired the o2Eect of their achie1ement with more depth and intensity than you desire yours. Plant in your mind the seed of a desire that is constructi1e 2y ma4ing the following your creed and the foundation of your code of ethicsO P! wish to 2e of ser1ice to my fellow men as ! Eourney through life. To do this ! ha1e adopted this creed as a guide to 2e followed in dealing with my fellow:2eingsO PTo train myself so that ne1er, under any circumstances, will ! find fault with any person, no matter how much ! may disagree with him or how inferior his wor4 may 2e, as long as ! 4now he is sincerely trying to do his 2est. PTo respect my country, my profession and myself. To 2e honest and fair with my fellow men, as ! eBpect them to 2e honest and fair with me. To 2e a loyal citi;en of my country. To spea4 of it with praise, and act always as a worthy custodian of its good name. To 2e a person whose name carries weight FCC$F

!T is a peculiar trait of human nature, 2ut it is true, that the most successful men will wor4 harder for the sa4e of rendering useful ser1ice than they will for money alone.

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where1er it goes. PTo 2ase my eBpectations of reward on a solid foundation of ser1ice rendered. To 2e willing to pay the price of success in honest effort. To loo4 upon my wor4 as an opportunity to 2e sei;ed with Eoy and made the most of, and not as a painful drudgery to 2e reluctantly endured. PTo remem2er that success lies within myself T in my own 2rain. To eBpect difficulties and to force my way through them. PTo a1oid procrastination in all its forms, and ne1er, under any circumstances, put off until tomorrow any duty that should 2e performed today. PFinally, to ta4e a good grip on the Eoys of life, so ! may 2e courteous to men, faithful to friends, true to /od : a fragrance in the path ! tread.P The energy which most people dissipate through lac4 of self-co%trol would, if organi;ed and used constructi1ely, 2ring all the necessities and all the luBuries desired. The time which many people de1ote to PgossipingP a2out others would, if controlled and directed constructi1ely, 2e sufficient to attain the o2Eect of their defi%ite chief ai" 8if they had such an aim9. *ll successful people grade high on self-co%trol* *ll PfailuresP grade low, generally ;ero, on this important law of human conduct. Study the comparati1e analysis chart in the !ntroductory esson, and o2ser1e the self-co%trol gradings of 3esse 3ames and +apoleon. Study those around you and o2ser1e, with profit, that all the successful ones eBercise self-co%trol, while the PfailuresP permit their THOU/HTS, WO)#S and #""#S to run wild< One 1ery common and 1ery destructi1e form of lac4 of self-co%trol is the ha2it of tal4ing too much. People of wisdom, who 4now what they want and are 2ent on getting it, guard their con1ersation carefully. There can 2e no gain from a 1olume of unin1ited, uncontrolled, loosely spo4en words. !t is nearly always more profita2le to listen than it is to spea4. * good listener may, once in a great while, hear something that will add to his stoc4 of 4nowledge. !t reMuires self-co%trol to 2ecome a good listener, 2ut the 2enefits to 2e gained are worth the effort. PTa4ing the con1ersation away from another personP is a common form of lac4 of self-co%trol which is not only discourteous, 2ut it depri1es those who do it of many 1alua2le opportunities to learn from others. *fter completing this lesson you should go 2ac4 to the self:analysis chart, in the !ntroductory esson, and re:grade yourself on the aw of Self:control. Perhaps you may wish to reduce your former grading somewhat. Self-co%trol was one of the mar4ed characteristics of all successful leaders whom ! ha1e analy;ed, in gathering material for this course. uther Bur2an4 said that, in his opinion, self-co%trol was the most important of the Fifteen aws of Success. #uring all his years of patient study and o2ser1ation of the e1olutionary processes of 1egeta2le life he found it necessary to eBercise the faculty of self-co%trol, despite the fact that he was dealing with inanimate life. 3ohn Burroughs, the naturalist, said practically the same thing? that self-co%trol stood near the head of the list, in importance, of the Fifteen aws of Success. The man who eBercises complete self-co%trol cannot 2e permanently defeated, as "merson has so well stated in his essay on .ompensation, for the reason that o2stacles and opposition ha1e a way of melting away when confronted 2y the determined mind that is guided to a definite end with complete self-co%trol# "1ery wealthy man whom ! ha1e analy;ed 8referring to those who ha1e 2ecome wealthy through their own efforts9 showed such positi1e e1idence that self-co%trol had 2een one of his strong points that ! reached the conclusion that no man can hope to accumulate great wealth and 4eep it without eBercising FCCCF

this necessary Muality. The sa1ing of money reMuires the eBercise of self-co%trol of the highest order, as, ! hope, has 2een made Muite clear in the fourth lesson of this course. ! am inde2ted to "dward W. Bo4 for the following rather colorful description of the eBtent to which he found it necessary to eBercise self-co%trol 2efore he achie1ed success and was crowned with fame as one of the great Eournalists of *mericaO

WHY I BELIE,E IN PO,ERTY AS THE RICHEST E*PERIENCE THAT CAN COME TO A BOY
! ma4e my li1ing trying to edit the adies6 Home 3ournal. *nd 2ecause the pu2lic has 2een most generous in its acceptance of that periodical, a share of that success has logically come to me. Hence a num2er of my 1ery good readers cherish an opinion that often ! ha1e 2een tempted to correct, a temptation to which ! now yield. -y correspondents eBpress the con1iction 1ariously, 2ut this eBtract from a letter is a fair sampleO P!t is all 1ery easy for you to preach economy to us when you do not 4now the necessity for itO To tell us how, as for eBample in my own case, we must li1e within my hus2and6s income of eight hundred dollars a year, when you ha1e ne1er 4nown what it is to li1e on less than thousands. Has it occurred to you, 2orn with the pro1er2ial sil1er spoon in your mouth, that theoretical writing is pretty cold and futile compared to the actual hand:to:mouth struggle that so many of us li1e, day 2y day and year in and year out : an eBperience that you 4now not ofLP P*n eBperience that you 4now not of<P +ow, how far do the facts sMuare with this statementL Whether or not ! was 2orn with the pro1er2ial sil1er spoon in my mouth, ! cannot say. !t is true that ! was 2orn of well:to:do parents. But when ! was siB years old my father lost all his means, and faced life at forty:fi1e, in a strange country, without e1en necessaries. There are men and their wi1es who 4now what that means? for a man to try to Pcome 2ac4P at forty:fi1e, and in a strange country< ! had the handicap of not 4nowing one word of the "nglish language. ! went to a pu2lic school and learned what ! could. *nd sparse morsels they were< The 2oys were cruel, as 2oys are. The teachers were impatient, as tired teachers are. -y father could not find his place in the world. -y mother who had always had ser1ants at her 2ec4 and call, faced the pro2lems of house4eeping that she had ne1er learned nor 2een taught. *nd there was no money. So, after school hours, my 2rother and ! went home, 2ut not to play. *fter:school hours meant for us to help a mother who daily grew more frail under the 2urdens that she could not carry. +ot for days, 2ut for years, we two 2oys got up in the gray cold winter dawn when the 2eds feel so warm to growing 2oys, and we sifted the coal ashes of the day:2efore6s fire for a stray lump or two of un2urned coal, and with what we had or could find we made the fire and warmed up the room. Then we set the ta2le for the scant 2rea4fast, went to school, and directly after school we washed the dishes, swept and scru22ed the floors. i1ing in a three:family tenement, each third wee4 meant that we scru22ed the entire three flights of stairs from the third story to the first, as well as the doorsteps and the sidewal4 outside. The latter wor4 was the hardest? for we did it on Saturdays, with the 2oys of the neigh2orhood loo4ing on none too 4indly, so we did it to the echo of the crac4 of the 2all and 2at on the adEoining lot< !n the e1ening when the other 2oys could sit 2y the lamp or study their lessons, we two 2oys went out with a 2as4et and pic4ed up wood and coal in the adEoining lots, or went after the do;en or so pieces of coal left from the ton of coal put in that afternoon 2y one of the neigh2ors, with the spot hungrily fiBed FCCGF

OU) #OUBTS *)" T)*!TO)S *+# -*>" US OS" TH" /OO# W" OFT -!/HT W!+ B( F"*)!+/ TO *TT"-PT. :Sha4espeare

FCCHF

in mind 2y one of us during the day, hoping that the man who carried in the coal might not 2e too careful in pic4ing up the stray lumps< P*n eBperience that you 4now not of<P #on6t !L *t ten years of age ! got my first Eo2, washing the windows of a 2a4er6s shop at fifty cents a wee4. !n a wee4 or two ! was allowed to sell 2read and ca4es 2ehind the counter after school hours for a dollar a wee4 : handing out freshly 2a4ed ca4es and warm, delicious:smelling 2read, when scarcely a crum2 had passed my mouth that day< Then on Saturday mornings ! ser1ed a route for a wee4ly paper, and sold my remaining stoc4 on the street. !t meant from siBty to se1enty cents for that day6s wor4. ! li1ed in Broo4lyn, +ew (or4, and the chief means of transportation to .oney !sland at that time was the horse car. +ear where we li1ed the cars would stop to water the horses, the men would Eump out and get a drin4 of water, 2ut the women had no means of Muenching their thirst. Seeing this lac4 ! got a pail, filled it with water and a 2it of ice, and, with a glass, Eumped on each car on Saturday afternoon and all day Sunday, and sold my wares at a cent a glass. *nd when competition came, as it did 1ery Muic4ly when other 2oys saw that a Sunday6s wor4 meant two or three dollars, ! sMuee;ed a lemon or two in my pail, my liMuid 2ecame PlemonadeP and my price two cents a glass, and Sunday meant fi1e dollars to me. Then, in turn, ! 2ecame a reporter during the e1enings, an office 2oy day:times, and learned stenography at midnight. -y correspondent says she supports her family of hus2and and child on eight hundred dollars a year, and says ! ha1e ne1er 4nown what that means. ! supported a family of three on siB dollars and twenty:fi1e cents a wee4:less than one:half of her yearly income. When my 2rother and !, com2ined, 2rought in eight hundred dollars a year we felt rich< ! ha1e for the first time gone into these details in print so that you may6 4now, at first hand, that the editor of the adies6 Home Eournal is not a theorist when he writes or prints articles that see4 to preach economy or that reflect a hand:to:hand struggle on a small or an in1isi2le income. There is not a single step, not an inch, on the road of direct po1erty that ! do not 4now of or ha1e not eBperienced. *nd, ha1ing eBperienced e1ery thought, e1ery feeling and e1ery hardship that come to those who tra1el that road, ! say today that ! reEoice with e1ery 2oy who is going through the same eBperience. +or am ! discounting or forgetting one single pang of the 4een hardships that such a struggle means. ! would not today eBchange my years of the 4eenest hardship that a 2oy can 4now or pass through for any single eBperience that could ha1e come to me. ! 4now what it means to earn : not a dollar, 2ut to earn two cents. ! 4now the 1alue of money as ! could ha1e learned it or 4nown it in no other way. ! could ha1e 2een trained for my life:wor4 in no surer way. ! could not ha1e arri1ed at a truer understanding of what it means to face a day without a penny in hand, not a loaf of 2read in the cup2oard, not a piece of 4indling wood for the fire : with nothing to eat, and then 2e a 2oy with the hunger of nine and ten, with a mother frail and discouraged< P*n eBperience that you 4now not of<P #on6t !L *nd yet ! reEoice in the eBperience, and ! repeatO ! en1y e1ery 2oy who is in that condition and going through it. But : and here is the pi1ot of my strong 2elief in po1erty as an undisguised 2lessing to a 2oy : ! 2elie1e in po1erty as a condition to eBperience, to go through, and then to get out of O not as a condition to stay in. PThat6s all 1ery well,P some will say? Peasy enough to say, 2ut how can you get out of itLP +o one can definitely tell another that. +o one told me. +o two persons can find the same way out. "ach must find his way for himself. That depends on the 2oy. ! was determined to get out of po1erty, 2ecause my mother was not 2orn in it, could not stand it and did not 2elong in it. This ga1e me the first essentialO a purpose. Then ! 2ac4ed up the purpose with effort and willingness to wor4 and to wor4 at anything that came my way, no matter what it was, so long as it meant Pthe way out.P ! did not pic4 and choose? ! too4 what came and did it in the 2est way ! 4new how? and when ! didn6t li4e what ! was doing ! FCCKF

still did it well while ! was doing it, 2ut ! saw to it that ! didn6t do it any longer than ! had to do it. ! used e1ery rung in the ladder as a rung to the one a2o1e. !t meant effort, 2ut out of the effort and the wor4 came the eBperience? the up2uilding, the de1elopment? the capacity to understand and sympathi;e? the greatest heritage that can come to a 2oy. *nd nothing in the world can gi1e that to a 2oy, so that it will 2urn into him, as will po1erty. That is why ! 2elie1e so strongly in po1erty, the greatest 2lessing in the way of the deepest and fullest eBperience that can come to a 2oy. But, as ! repeatO always as a condition to wor4 out of, not to stay in. Before you can de1elop the ha2it of perfect self-co%trol you must understand the real need for this Muality. *lso, you must understand the ad1antages which self-co%trol pro1ides those who ha1e learned how to eBercise it. By de1eloping self-co%trol you de1elop, also, other Mualities that will add to your personal power. *mong other laws which are a1aila2le to the person who eBercises self-co%trol is the aw of )etaliation. (ou 4now what PretaliatePmeans< !n the sense that we are using here it means to Preturn li4e for li4e,P and not merely to a1enge or to see4 re1enge, as is commonly meant 2y the use of this word. !f ! do you an inEury you retaliate at first opportunity. !f ! say unEust things a2out you, you will retaliate in 4ind, e1en in greater measure< On the other hand, if ! do you a fa1or you will reciprocate e1en in greater measure if possi2le. Through the proper use of this law I ca% et yo& to do (hatever I (ish yo& to do# !f ! wish you to disli4e me and to lend your influence toward damaging me, ! can accomplish this result 2y inflicting upon you the sort of treatment that ! want you to inflict upon me through retaliation. !f ! wish your respect, your friendship and your co:operation ! can get these 2y eBtending to you my friendship and co:operation. On these statements ! 4now that we are together. (ou can compare these statements with your own eBperience and you will see how 2eautifully they harmoni;e. How often ha1e you heard the remar4, PWhat a wonderful personality that person has.P How often ha1e you met people whose personalities you co1etedL The man who attracts you to him through his pleasing personality is merely ma4ing use of the aw of Harmonious *ttraction, or the aw of )etaliation, 2oth of which, when analy;ed, mean that Pli4e attracts li4e.P !f you will study, understand and ma4e intelligent use of the aw of )etaliation you will 2e an efficient and successful salesman. When you ha1e mastered this simple law and learned how to use it you will ha1e learned all that can 2e learned a2out salesmanship. The first and pro2a2ly the most important step to 2e ta4en in mastering this law is to culti1ate complete self-co%trol# (ou must learn to ta4e all sorts of punishment and a2use without retaliating in 4ind. This self:control is a part of the price you must pay for mastery of the aw of )etaliation. When an angry person starts into 1ilify and a2use you, Eustly or unEustly, Eust remem2er that if you retaliate in a li4e manner you are 2eing drawn down to that person6s mental le1el, therefore that perso% is do"i%ati% yo&* On the other hand, if you refuse to 2ecome angry, if you retain your self:composure and remain calm and serene you retain all your ordinary faculties through which to reason. (ou ta4e the other fellow 2y surprise. (ou retaliate with a weapon with the use of which he is unfamiliar, conseMuently you easily dominate him. i4e attracts li4e< There6s no denying this< FCCNF

!T is well worth remem2ering that the customer is the most important factor in any 2usiness. !f you don6t thin4 so, try to get along without him for a while.

FCC'F

iterally spea4ing, e1ery person with whom you come in contact is a mental loo4ing:glass in which you may see a perfect reflection of your own mental attitude. *s an eBample of direct application of the aw of )etaliation, let us cite an eBperience that ! recently had with my two small 2oys, +apoleon 3unior and 3ames. We were on our way to the par4 to feed the 2irds and sMuirrels. +apoleon Eunior had 2ought a 2ag of peanuts and 3ames had 2ought a 2oB of P.rac4erEac4.P 3ames too4 a notion to sample the peanuts. Without as4ing permission he reached o1er and made a gra2 for the 2ag. He missed and +apoleon Eunior PretaliatedP with his left fist which landed rather 2ris4ly on 3ames6 Eaw. ! said to 3amesO P+ow, see here, son, you didn6t go a2out getting those peanuts in the right manner. et me show you how to get them.P !t all happened so Muic4ly that ! hadn6t the slightest idea when ! spo4e what ! was going to suggest to 3ames, 2ut ! sparred for time to analy;e the occurrence and wor4out a 2etter way, if possi2le, than that adopted 2y him. Then ! thought of the eBperiments we had 2een ma4ing in connection with the aw of )etaliation, so ! said to 3amesO POpen your 2oB of Y.rac4erEac46 and offer your little 2rother some and see what happens.P *fter considera2le coaBing ! persuaded him to do this. Then a remar4a2le thing happened T a happening out of which ! learned my greatest lesson in salesmanship< @efore 6apoleo% (o&ld to&ch the $!rac'er0ac'$ he i%sisted o% po&ri% so"e of his pea%&ts i%to la"es/ overcoat poc'et# He Pretaliated in 4ind<P Out of this simple eBperiment with two small 2oys ! learned more a2out the art of managing them than ! could ha1e learned in any other manner. !ncidentally, my 2oys are 2eginning to learn how to manipulate this aw of )etaliation which sa1es them many a physical com2at. +one of us ha1e ad1anced far 2eyond +apoleon 3unior and 3ames as far as the operation and influence of the aw of )etaliation is concerned. We are all Eust grown:up children and easily influenced through this principle. The ha2it of Pretaliating in 4indP is so uni1ersally practiced among us that we can properly call this ha2it the aw of )etaliation. !f a person presents us with a gift we ne1er feel satisfied until we ha1e PretaliatedP with something as good or 2etter than that which we recei1ed. !f a person spea4s well of us we increase our admiration for that person, and we PretaliateP in return< Through the principle of retaliation we can actually con1ert our enemies into loyal friends. !f you ha1e an enemy whom you wish to con1ert into a friend you can pro1e the truth of this statement if you will forget that dangerous millstone hanging around your nec4, which we call PprideP 8stu22ornness9. -a4e a ha2it of spea4ing to this enemy with unusual cordiality. /o out of your way to fa1or him in e1ery manner possi2le. He may seem immo1a2le at first, 2ut gradually he will gi1e way to your influence and Pretaliate in 4ind<P The hottest coals of fire e1er heaped upon the head of one who has wronged you are the coals of human 4indness. One morning in *ugust, $'KC, a young clergyman was called out of 2ed in a hotel at awrence, >ansas. The man who called him was one of 7uantrell6s guerrillas, and he wanted him to hurry downstairs and 2e shot. *ll o1er the 2order that morning people were 2eing murdered. * 2and of raiders had ridden in early to perpetrate the awrence massacre. The guerrilla who called the clergyman was impatient. The latter, when fully awa4e, was horrified 2y what he saw going on through his window. *s he came downstairs the guerrilla demanded his watch and money, and then wanted to 4now if he was an a2olitionist. The clergyman was trem2ling. But he decided that if he was to die then and there it would not 2e with a lie on his lips. So he said that he was, and followed up the admission with a remar4 that immediately turned the whole affair into another channel. He and the guerrilla sat down on the porch, while people were 2eing 4illed through the town, and had a long tal4. !t lasted until the raiders were ready to lea1e. When the clergyman6s guerrilla mounted to Eoin his confederates he was strictly on the defensi1e. He handed 2ac4 the +ew "nglander6s 1alua2les, apologi;ed for distur2ing him and as4ed to 2e thought well of. FCC%F

That clergyman li1ed many years after the awrence massacre. What did he say to the guerrillaL What was there in his personality that led the latter to sit down and tal4L What did they tal4 a2outL P*re you a (an4ee a2olitionistLP the guerrilla had as4ed. P(es, ! am,P was the reply, Pand you 4now 1ery well that you ought to 2e ashamed of what you6re doingP This drew the matter directly to a moral issue. !t 2rought the guerrilla up roundly. The clergyman was only a stripling 2eside this seasoned 2order ruffian. But he threw a 2urden of moral proof on to the raider, and in a moment the latter was trying to demonstrate that he might 2e a 2etter fellow than circumstances would seem to indicate. *fter wa4ing this +ew "nglander to 4ill him on account of his politics, he spent twenty minutes on the witness stand trying to pro1e an ali2i. He went into his personal history at length. He eBplained matters from the time when he had 2een a tough little 4id who wouldn6t say his prayers, and 2ecame Muite sentimental in recalling how one thing had led to another, and that to something worse, until T well, here he was, and Pa mighty 2ad 2usiness to 2e in, pardner.P His last reMuest in riding away wasO P+ow, pardner, don6t thin4 too hard of me, will youLP The +ew "ngland clergyman made use of the aw of )etaliation, whether he 4new it at that time or not. !magine what would ha1e happened had he come downstairs with a re1ol1er in his hand and started to meet physical force with physical force< But he didn6t do this< He mastered the guerrilla 2ecause he fought him with a force that was un4nown to the 2rigand. Why is it that when once a man 2egins to ma4e money the whole world seems to 2eat a pathway to his doorL Ta4e any person that you 4now who enEoys financial success and he will tell you that he is 2eing constantly sought, and that opportunities to ma4e money are constantly 2eing urged upon him< PTo him that hath shall 2e gi1en, 2ut to him that hath not shall 2e ta4en away e1en that which he hathP This Muotation from the Bi2le used to seem ridiculous to me, yet how true it is when reduced to its concrete meaning. (es, $to hi" that hath shall be ive%*$ !f he PhathP failure, lac4 of self:confidence, hatred or lac4 of self-co%trol, to him shall these Mualities 2e gi1en in still greater a2undance< But, if he PhathP success, self: confidence, self-co%trol, patience, persistence and determination, to him shall these Mualities 2e increased< Sometimes it may 2e necessary to meet force with force until we o1erpower our opponent or ad1ersary, 2ut while he is down is a splendid time to complete the PretaliationP 2y ta4ing him 2y the hand and showing him a 2etter way to settle disputes. i4e attracts li4e< /ermany sought to 2athe her sword in human 2lood, in a ruthless escapade of conMuest. *s a result she has drawn the Pretaliation in 4indP of most of the ci1ili;ed world. !t is for you to decide what you want your fellow men to do and it is for yo& to et the" to do it thro& h the La( of 1etaliatio%* PThe #i1ine "conomy is automatic and 1ery simpleO we recei1e only that which we gi1e.P How true it is that Pwe recei1e only that which we gi1eP< !t is not that which we wish for that comes 2ac4 to us, 2ut that (hich (e ive# ! implore you to ma4e use of this law, not alone for material gain, 2ut, 2etter still, for the attainment of happiness and good:will toward men. This, after all, is the only real success for which to stri1e.

FCG@F

* /OO# H"*)T( *U/H !S WO)TH T"+ THOUS*+# P/)O*+SP *+# * -! !O+ PS!/HSP !+ *+( -*)>"T O+ "*)TH.

FCG$F

SUMMARY
!n this lesson we ha1e learned a great principle : pro2a2ly the most important maEor principle of psychology< We ha1e learned that our tho& hts and actio%s to(ard others resem2le an electric magnet which attracts to us the same sort of thought and the same sort of action that we, oursel1es, create. We ha1e learned that Pli4e attracts li4e,P whether in thought or in eBpression of thought through 2odily action. We ha1e learned that the human mind responds, in 4ind, to whate1er thought impressions it recei1es. We ha1e learned that the human mind resem2les mother earth in that it will reproduce a crop of muscular action which corresponds, in 4ind, to the sensory impressions planted in it. We ha1e learned that 4indness 2egets 4indness and un4indness and inEustice 2eget un4indness and inEustice. We ha1e learned that our actions toward others, whether of 4indness or un4indness, Eustice or inEustice, come 2ac4 to us, eve% i% a lar er "eas&re* We ha1e learned that the human mind responds in 4ind, to all sensory impressions it recei1es, therefore we 4now what we must do to influence any desired action upon the part of another. We ha1e learned that PprideP and Pstu22ornnessP must 2e 2rushed away 2efore we can ma4e use of the aw of )etaliation in a constructi1e way. 3e have %ot lear%ed (hat the La( of 1etaliatio% is, b&t (e have lear%ed ho( it (or's a%d (hat it (ill do) therefore, it only remains for us to ma4e intelligent use of this great principle.

SSSSSSSS
(ou are now ready to proceed with esson +ine, where you will find other laws which harmoni;e perfectly with those descri2ed in this lesson on Self:control. !t will reMuire the strongest sort of self-co%trol to ena2le the 2eginner to apply the maEor law of the neBt lesson, on the Ha2it of #oing -ore Than Paid For, 2ut eBperience will show that the de1elopment of such control is more than Eustified 2y the results growing out of such discipline.

FCG&F

!F you are successful remem2er that somewhere, sometime, someone ga1e you a lift or an idea that started you in the right direction. )emem2er, also, that you are inde2ted to life until you help some less fortunate person, Eust as you were helped.

FCGCF

THE E,OLUTION OF TRANSPORTATION An A te"+t!e+Lesson ,isit Wit! t!e A#t!o"

Not!in/ is -e".anent e0ce-t c!an/e. Li e "ese.1&es a /"eat 3a&eidosco-e 1e o"e 2!ic! Ti.e is e'e" s!i tin/4 c!an/in/ and "ea""an/in/ 1ot! t!e sta/e settin/ and t!e -&a$e"s. Ne2 "iends a"e constant&$ "e-&acin/ t!e o&d. E'e"$t!in/ is in a state o &#0. In e'e"$ !ea"t is t!e seed o 1ot! "asca&it$ and E#stice. E'e"$ !#.an 1ein/ is 1ot! a c"i.ina& and a saint4 de-endin/ #-on t!e e0-edienc$ o t!e .o.ent as to 2!ic! 2i&& asse"t itse& . Honest$ and dis!onest$ a"e &a"/e&$ .atte"s o indi'id#a& 'ie2-oint. T!e 2ea3 and t!e st"on/4 t!e "ic! and t!e -oo"4 t!e i/no"ant and t!e 2e&&+in o".ed a"e e0c!an/in/ -&aces contin#o#s&$. Gno2 YOURSELF and $o# 3no2 t!e enti"e !#.an "ace. T!e"e is 1#t one "ea& ac!ie'e.ent4 and t!at is t!e a1i&it$ to THING ACCURATELY. We .o'e 2it! t!e -"ocession4 o" 1e!ind it4 1#t 2e cannot stand sti&&. +OTH!+/ is permanent eBcept change< !n the picture a2o1e you see proof that the law of e1olution is wor4ing out impro1ements in the methods of tra1el. )emem2er, as you study this picture, that all these changes too4 place first in the minds of men. *t the eBtreme left you see the first crude method of transportation. -an was %ot satisfied with this slow process. Those two little words Pnot satisfied,P ha1e 2een the starting point of all ad1ancement. Thin4 of them as you read this article. +eBt, in the picture, you see the history of transportation step 2y step, as man6s 2rain 2egan to eBpand. !t was a long step forward when man disco1ered how to hitch a 2ulloc4 to a wagon and there2y escape the toil of pulling the load. That was practical utility. But, when the stage:coach was ushered into use that was 2oth utility and style. Still man was Pnot satisfiedP and this dissatisfaction created the crude locomoti1e that you see in the picture. +ow all these methods of tra1el ha1e 2een discarded eBcept in certain unci1ili;ed 8or uncommerciali;ed9 parts of the world. The man drawing the cart, the 2ulloc4 drawing the cart, the stage: FCGGF

coach and the crude locomoti1e all 2elong to ages that ha1e passed. *t the right you see the transportation methods of the present. .ompare them with those of the past and you may ha1e a fair idea of the enormous eBpansion that has ta4en place in the 2rain and mind of man. -an now mo1es a2out more rapidly than in the past. From the first type of locomoti1e there has 2een e1ol1ed a powerful machine capa2le of hauling a hundred cars of freight, compared with the one small light car that could 2e drawn with the original. *utomo2iles that tra1el at the speed of se1enty:fi1e miles an hour are now as common as were the two:wheel carts in ages past. -oreo1er, they are within the means of all who want them. *nd still man6s mind was Pnot satisfied.P Tra1el on the earth was too slow. Turning his eyes upward he watched the 2irds soaring high in the elements and 2ecame P#"T")-!+"#P to eBcel them. Study, also, the word Pdetermined,P for whate1er man 2ecomes determined to do man does< Within the 2rief period of fifteen years man has mastered the air and now tra1els in the airplane at the rate of a hundred and fifty miles an hour. +ot only has man made the air carry him at ama;ingly rapid speed, 2ut he has harnessed the ether and made it carry his words all the way around the earth in the fractional part of a second.

SSSSSSSS
We ha1e 2een descri2ing the P*ST and the P)"S"+T< *t the 2ottom of the picture we may see the neBt step forward that man will ta4e in methods of tra1el? a machine that will fly in the air, run on the ground and swim in the water, at the discretion of man. The purpose of this essay and the picture at the top of the page is to pro1ide food for THOU/HT< *ny influence that causes one to thin4 causes one, also, to grow stronger mentally. -ind stimulants are essential for growth. From the days of the man:drawn cart to the present days of air mastery the only progress that any man has made has 2een the result of some influence that stimulated his mind to greater than normal action. The two great maEor influences that cause the mind of man to grow are the urge of necessity and the urge of desire to create. Some minds de1elop only after they ha1e undergone failure and defeat and other forms of punishment which arouse them to greater action. Other minds wither away and die under punishment, 2ut grow to un2elie1a2le heights when pro1ided with the opportunity to use their imaginati1e forces in a creati1e way. Study the picture of the e1olution of transportation and you will o2ser1e one outstanding fact worth remem2ering, namely, that the whole story has 2een one of de1elopment and ad1ancement that grew out of %ecessity# The entire period descri2ed in the picture as PTH" P*STP was one wherein the urge was that of necessity. !n the period descri2ed in the picture a2o1e as PTH" P)"S"+TP the urge has 2een a com2ination of 2oth necessity and the desire to create. The period descri2ed as PTH" FUTU)"P will 2e one in which the strong desire to create will 2e the sole urge that will dri1e man6s mind on and on to heights as yet undreamed of. !t is a long distance from the days of the man:drawn cart to the present, when man has harnessed the lightning of the clouds and made it turn machinery that will perform as much ser1ice in a minute as ten thousand men could perform in a day. But, if the distance has 2een long the de1elopment of man6s mind has 2een correspondingly great, and that de1elopment has 2een sufficient to e1entually do the wor4 of the world with machines operated 2y +ature6s forces and not 2y man6s muscles. The e1olutionary changes in the methods of transportation ha1e created other pro2lems for man6s mind to sol1e. The automo2ile dro1e man to 2uild 2etter roads and more of them. The automo2ile and the speedy locomoti1e, com2ined, ha1e created dangerous crossings which claim thousands of li1es annually. FCGHF

-an6s mind must now respond to the urge of PnecessityP and meet this emergency. >eep this essay and remem2er this prophecyO Within fi1e years e1ery railroad crossing in the country will 2e amply protected against automo2ile accidents, and, the automo2ile, itself, will manipulate the system that will do the protecting? a system that will 2e fool:proof and effecti1e? a system that will wor4 whether the dri1er of the automo2ile is asleep or awa4e, drun4 or so2er. .ome, now, for a 2rief glimpse at the machinery of the imagination of man, as it wor4s under the stimulant of desire to create. Some imaginati1e man? perhaps some fellow who ne1er did anything else of note and who will ne1er do anything worth while again? will create a system of railroad crossing protection that will 2e operated 2y the weight of the passing automo2ile. Within the reMuired distance from the crossing a platform similar to the platform of a large freight scale will co1er an entire section of the roadway. *s soon as an automo2ile mounts this platform the weight of the machine will lower a gate, ring a gong and flash a red light in front of the motorist. The gate will rise in one minute, allowing the motorist to pass o1er the trac4, thus forcing him to Pstop, loo4 and listen.P !f you ha1e a highly imaginati1e mind (OU may 2e the one who will create this system and collect the royalties from its sale. To 2e practical the imaginati1e mind should 2e always on the alert for ways and means of di1erting waste motion and power into useful channels. -ost automo2iles are far too hea1y in comparison with the load they carry. This weight can 2e utili;ed 2y ma4ing it pro1ide the motorist with railroad crossing protection. )emem2er, the purpose of this essay is to gi1e you merely the seed of suggestion? not the finished product of an in1ention ready to set up and render ser1ice. The 1alue to you, of this suggestion, lies in the possi2ility of THOU/HT that you may de1ote to it, there2y de1eloping and eBpanding your own mind. Study yourself and find out to which of the two great maEor urges to action your mind responds most naturally:the urge of necessity or the desire to create. !f you ha1e children, study them and determine to which of these two moti1es they respond most naturally. -illions of children ha1e had their imagination dwarfed and retarded 2y parents who remo1ed as much as possi2le of the urge of necessity. By Pma4ing it easyP for your child you may 2e depri1ing the world of a genius. Bear in mind the fact that most of the progress that man has made came as the result of 2itter, 2iting +"."SS!T(<

SSSSSSSS
(ou need no proof that methods of transportation ha1e undergone a continuous process of e1olution. So mar4ed has the change 2een that the old one:lung type of automo2ile now pro1o4es a laugh where1er it is found on the street. The law of e1olution is always and e1erywhere at wor4, changing, tearing down and re2uilding e1ery material element on this earth and throughout the uni1erse. Towns, cities and communities are undergoing constant change. /o 2ac4 to the place where you li1ed twenty years ago and you will recogni;e neither the place nor the people. +ew faces will ha1e made their appearance. The old faces will ha1e changed. +ew 2uildings will ha1e ta4en the place of the old. "1erything will appear differently 2ecause e1erything will 2e different. The human mind is also undergoing constant change. !f this were not true we would ne1er grow 2eyond the child:mind age. "1ery se1en years the mind of a normal person 2ecomes noticea2ly de1eloped and eBpanded. !t is during these periodical changes of the mind that 2ad ha2its may 2e left off and 2etter ha2its culti1ated. Fortunate for the human 2eing that his mind is undergoing a continuous process of orderly change. FCGKF

The mind that is dri1en 2y the urge of necessity, or out of lo1e to create, de1elops more rapidly than does the mind that is ne1er stimulated to greater action than that which is necessary for eBistence. The imaginati1e faculty of the human mind is the greatest piece of machinery e1er created. Out of it has come e1ery man:made machine and e1ery man made o2Eect. Bac4 of the great industries and railroads and 2an4ing houses and commercial enterprises is the all: powerful force of !-*/!+*T!O+< Force your mind to TH!+>< Proceed 2y com2ining old ideas into new plans. "1ery great in1ention and e1ery outstanding 2usiness or industrial achie1ement that you can name is, in final analysis, 2ut the application of a com2ination of plans and ideas that ha1e 2een used 2efore, in some other manner. PBac4 of the 2eating hammer By which the steel is wrought, Bac4 of the wor4shop6s clamor The see4er may find the Thought? The thought that is e1er -aster Of iron and steam and steel, That rises a2o1e disaster *nd tramples it under heel. PThe drudge may fret and tin4er Or la2or with lusty 2lows, But 2ac4 of him stands the Thin4er, The clear:eyed man who 4nows? For into each plow or sa2er, "ach piece and part and whole, -ust go the 2rains of la2or, Which gi1es the wor4 a soul. PBac4 of the motor6s humming, Bac4 of the 2ells that ring, Bac4 of the hammer6s drumming, Bac4 of the cranes that swing, There is the "ye which scans them, Watching through stress and strain, There is the -ind which plans them T Bac4 of the 2rawn, the Brain. P-ight of the roaring 2oiler, Force of the engine6s thrust, Strength of the sweating toiler, /reatly in these we trust? But 2ac4 of them stands the schemer, The Thin4er who dri1es things through, Bac4 of the Eo2 : the #reamer Who6s ma4ing the dream come true.P FCGNF

SiB months or a year from now come 2ac4 and read this essay again and you will o2ser1e how much more you will get from it than you did at first reading. T!-" gi1es the law of e1olution a chance to eBpand your mind so it can see and understand more.

FCG'F

! H*," ("T TO F!+# TH" F!)ST -*+ WHO *-OU+T"# TO ,")( -U.H WHO H*# +OT TH" H*B!T OF #O!+/ -O)" .OU)*/" TO *SSU-" )"SPO+S!B! !T( FO) H!S OW+ -!ST*>"S W!THOUT B"!+/ *..US"#.

FCG%F

THE LAW OF SUCCESS

In Sixteen Lessons

Napoleon Hill

Teaching, for the First Time in the History of the World, the True Philosophy upon which all Personal Success is Built.

Originally PUB !SH"# in $%&' B( The )* STO+ U+!,")S!T( P)"SS -")!#"+, .O++.

.OP()!/HT, $%&', B( +*PO "O+ H! 000000 *ll )ights )eser1ed

Pu2lished By 3ames ). Henry *ctor, Filmma4er, 5 Business Owner

Printed in the US*

esson +ine H*B!T OF #O!+/ -O)" TH*+ P*!# FO)

FCH&F

TH")" are ten wea4nesses against which most of us must guard oursel1es. One of these is the ha2it of trying to reap 2efore we ha1e sown, and the other nine are all wrapped up in the one practice of creating ali2is to co1er e1ery mista4e made.

FCHCF

THE LAW OF SUCCESS Lesson Nine HABIT OF DOING MORE THAN PAID FOR
"You Can Do t if You !elie"e You Can#$ !T may seem to 2e a departure from the su2Eect of this lesson to start the lesson with a discussion of lo1e, 2ut, if you will reser1e your opinion until you ha1e completed the lesson, you may 2e ready to agree that the su2Eect of lo1e could not ha1e 2een omitted without impairing the 1alue of the lesson. The word Plo1eP is here used in an all:em2racing sense< There are many o2Eects, moti1es and people which arouse one6s lo1e:nature. There is some wor4 which we do not li4e, some that we do li4e moderately, and, under certain conditions, there may 2e wor4 that we actually O,"< /reat artists, for eBample, generally lo1e their wor4. The day la2orer, on the other hand, usually not only disli4es his wor4, 2ut may actually hate it. Wor4 which one does merely for the sa4e of earning a li1ing is seldom li4ed. -ore often it is disli4ed, or e1en hated. When engaged in wor4 which he lo1es, a man may la2or for an un2elie1a2ly long period of hours without 2ecoming fatigued. Wor4 that a man disli4es or hates 2rings on fatigue 1ery Muic4ly. * man6s endurance, therefore, depends 1ery largely on the eBtent to which he li4es, disli4es or lo1es that which he is doing. We are here laying the foundation, as you will of course o2ser1e, for the statement of one of the most important laws of this philosophy, 1i;.O A "a% is "ost efficie%t a%d (ill "ore -&ic'ly a%d easily s&cceed (he% e% a ed i% (or' that he loves, or (or' that he perfor"s i% behalf of so"e perso% (ho" he loves# Whene1er the element of lo1e enters into any tas4 that one performs, the Muality of the wor4 2ecomes immediately impro1ed and the Muantity increased, without a corresponding increase in the fatigue caused 2y the wor4. Some years ago a group of socialists, or perhaps they called themsel1es Pco:operators,P organi;ed a colony in ouisiana, purchased se1eral hundred acres of farmland, and started to wor4 out an ideal which they 2elie1ed would gi1e them greater happiness in life and fewer of the worries through a system that pro1ided each person with wor4 at the sort of la2or he li4ed 2est. Their idea was to pay no wages to anyone. "ach person did the wor4 he li4ed 2est, or that for which he might 2e 2est eMuipped, and the products of their com2ined la2ors 2ecame the property of all. They had their own dairy, their own 2ric4:ma4ing plant, their own cattle, poultry, etc. They had their own schools and a printing plant through which they pu2lished a paper. * Swedish gentleman from -innesota Eoined the colony, and at his own reMuest he was placed at wor4 in the printing plant. ,ery soon he complained that he did not li4e the wor4, so he was changed and put to wor4 on the farm, operating a tractor. Two days of this was all he could stand, so he again applied for a transfer, and was assigned to the dairy. He could not get along with the cows, so he was once more changed, to the laundry, where he lasted 2ut one day. One 2y one he tried e1ery Eo2 on the wor4s, 2ut li4ed none of them. !t had 2egun to loo4 as if he did not fit in with the co:operati1e idea of li1ing, and he was a2out to withdraw when someone happened to thin4 of one Eo2 he had not yet tried : in the 2ric4 FCHGF

plant, so he was gi1en a wheel2arrow and put to wor4 wheeling 2ric4s from the 4ilns and stac4ing them in piles, in the 2ric4 yard. * wee46s time went 2y and no complaint was registered 2y him. When as4ed if he li4ed his Eo2 he replied, PThis 2an chust the Eo2 ! li4e.P !magine anyone preferring a Eo2 wheeling 2ric4s< Howe1er, that Eo2 suited the Swede6s nature, he wor4ed alone, at a tas4 which called for no thought, and placed upon him no responsi2ility, which was Eust what he wanted. He remained at the Eo2 until all the 2ric4s had 2een wheeled out and stac4ed, then withdrew from the colony 2ecause there was no more 2ric4 wor4 to 2e done. PThe nice Muiet Eo2 2an finished, so ! yan4 ! 2an go 2ac4 to -inney:so:tie,P and 2ac4 to P-inney:so:tieP he went< When a man is engaged in wor4 that he lo1es it is no hardship for him to do more wor4 and 2etter wor4 than that for which he is paid, and for this 1ery reason e1ery man owes it to himself to do his 2est to find the sort of wor4 he li4es 2est. ! ha1e a perfect right to offer this ad1ice to the students of this philosophy for the reason that ! ha1e followed it, myself, without reason to regret ha1ing done so. This seems to 2e an appropriate place to inEect a little personal history concerning 2oth the author and the aw of Success philosophy, the purpose of which is to show that la2or performed in a spirit of lo1e for the sa4e of the la2or, itself, ne1er has 2een and ne1er will 2e lost. This entire lesson is de1oted to the offering of e1idence that it really pays to render more ser1ice and 2etter ser1ice than one is paid to render. What an empty and useless effort this would 2e if the author had not, himself, practiced this rule long enough to 2e a2le to say Eust how it wor4s out. For o1er a Muarter of a century ! ha1e 2een engaged in the la2or of lo1e out of which this philosophy has 2een de1eloped, and ! am perfectly sincere when ! repeat that which ! ha1e stated elsewhere in this course, that ! ha1e 2een amply paid for my la2ors, 2y the pleasure ! ha1e had as ! went along, e1en if ! recei1ed nothing more. -y la2ors on this philosophy made it necessary, many years ago, for me to choose 2etween immediate monetary returns, which ! might ha1e enEoyed 2y directing my efforts along purely commercial lines, and remuneration that comes in later years, and which is represented 2y 2oth the usual financial standards and other forms of pay which can 2e measured only in terms of accumulated 4nowledge that ena2les one to enEoy the world a2out him more 4eenly. The man who engages in wor4 that he lo1es 2est does not always ha1e the support, in his choice, of his closest friends and relati1es. .om2ating negati1e suggestions from friends and relati1es has reMuired an alarming proportion of my energies, during the years that ! ha1e 2een engaged in research wor4 for the purpose of gathering, organi;ing, classifying and testing the material which has gone into this course. These personal references are made solely for the purpose of showing the students of this philosophy that seldom, if e1er, can one hope to engage in the wor4 one lo1es 2est without meeting with o2stacles of some nature. /enerally, the chief o2stacles in the way of one engaging in the sort of wor4 one lo1es 2est is that it may not 2e the wor4 which 2rings the greatest remuneration at the start. To offset this disad1antage, howe1er, the one who engages in the sort of wor4 he lo1es is generally rewarded with two 1ery decided 2enefits, namely? first, he usually finds in such wor4 the greatest of all rewards, H*PP!+"SS, which is priceless, and secondly, his actual reward in money, when a1eraged o1er a life:time of effort, is generally much greater, for the reason that la2or which is performed in a spirit of lo1e is usually greater in Muantity and finer in Muality than that which is performed solely for money. The most em2arrassing and, ! might without any intention of disrespect say, the most disastrous opposition to my choice of a life:wor4 came from my wife. This, perhaps, will eBplain why ! ha1e made freMuent references, in many of the lessons of this course, to the fact that a man6s wife may either Pma4eP or P2rea4P him, according to the eBtent to which she gi1es or withholds co:operation and encouragement FCHHF

TH")" is no more dangerous person :dangerous to himself and to others : than the person who passes Eudgment without pretending to 4now the facts.

FCHKF

in connection with his chosen wor4. -y wife6s idea was that ! should accept a salaried position that would insure a regular monthly income, 2ecause ! had shown, 2y the few salaried positions ! had held, that ! had mar4eta2le a2ility which should command an income of from QK,@@@.@@ to Q$@,@@@.@@ a year without any 1ery great effort on my part. !n a way ! saw my wife6s 1iewpoint and was in sympathy with it, 2ecause we had young growing children coming on who needed clothes and education, and a regular salary, e1en though it were not large, seemed to 2e a necessity. #espite this logical argument, howe1er, ! chose to o1erride my wife6s counsel. .ame, then, to her rescue, the com2ined forces of her family and mine, and collecti1ely they charged me, head:on, with what amounted to a command to right:a2out:face and settle down on a salary 2asis. Studying other people might 2e all right for a man who had the time to spend in this Punprofita2leP manner, they reasoned, 2ut for a young married man with a growing family this seemed hardly the thing to do. But ! remained adamant< ! had made my choice and ! was determined to stand 2y it. The opposition did not yield to my 1iewpoint, 2ut gradually, of course, it melted away. -eanwhile, the 4nowledge that my choice had wor4ed at least a temporary hardship on my family, com2ined with the thought that my dearest friends and relati1es were not in harmony with me, greatly increased my la2ors. Fortunately, not all of my friends 2elie1ed my choice unwise< There were a few friends who not only 2elie1ed ! was following a course that would ultimately 2ring me out somewhere near the top of the mountain of useful achie1ement, 2ut, in addition to 2elie1ing in my plans, they actually went out of their way to encourage me not to 2e whipped 2y either ad1ersity or the opposition of relati1es. Of this small group of faithful ones who ga1e me encouragement at a time when it was 2adly needed, perhaps one man should ha1e the fullest credit, and this man is "dwin .. Barnes, a 2usiness associate of Thomas *. "dison. -r. Barnes 2ecame interested in my chosen wor4 nearly twenty years ago, and ! owe it to him to state here that had it not 2een for his unwa1ering faith in the soundness of the aw of Success philosophy ! would ha1e yielded to the persuasion of my friends and sought the way of least resistance 1ia the salary route. This would ha1e sa1ed me much grief and an almost endless amount of criticism, 2ut it would ha1e wrec4ed the hopes of a life:time, and in the end ! would in all pro2a2ility ha1e lost, also, the finest and most desira2le of all things, H*PP!+"SS< for ! ha1e 2een eBtremely happy in my wor4, e1en during the periods when the remuneration it 2rought me could 2e measured 2y nothing 2ut a mountain of de2ts which ! could not for the moment pay. Perhaps this may eBplain, to some eBtent, why the su2Eect of sla1ery through de2t was so eBtensi1ely emphasi;ed in esson Four, on the Ha2it of Sa1ing. We want that lesson toPsin4 in.P "dwin Barnes not only 2elie1ed in the soundness of the aw of Success philosophy, 2ut his own financial success had demonstrated, as had also his close 2usiness relationship with the greatest in1entor on earth, that he had the right to spea4 with authority on the su2Eect of the laws through which success may 2e achie1ed. ! 2egan my wor4 of research with the 2elief that success could 2e attained, 2y anyone with reasona2le intelligence and a real desire to succeed, 2y following certain 8then 2y me un4nown9 rules of procedure. ! wanted to 4now what these rules were and how they could 2e applied. -r. Barnes 2elie1ed as ! did. -oreo1er, he was in a position to 4now that the astounding achie1ements of his 2usiness associate, -r. "dison, came a2out entirely through the application of some FCHNF

of the principles which later were tested and included as a part of this philosophy. From his way of thin4ing it seemed that the accumulation of money, enEoying peace of mind and finding happiness could 2e 2rought a2out 2y the application of ne1er:1arying laws which anyone might master and apply. That was my 2elief, also. That 2elief has now 2een transformed into not merely a pro1a2le, 2ut a P)O,"# reality, as ! hope e1ery student of this course will ha1e reason to understand when the course shall ha1e 2een mastered. Please 4eep in mind that during all these years of research ! was not only applying the law co1ered 2y this lesson, 2y #O!+/ -O)" TH*+ P*!# FO), 2ut, ! was going much further than this 2y doing wor4 for which ! did not, at the time ! was doing it, hope e1er to recei1e pay. Thus, out of years of chaos, ad1ersity and opposition this philosophy was finally completed and reduced to manuscripts, ready for pu2lication. For a time nothing happened< ! was resting on my oars, so to spea4, 2efore ta4ing the neBt step toward placing the philosophy in the hands of people who ! had reason to 2elie1e would welcome it. P/od mo1es in a mysterious way, His wonders to perform<P #uring the earlier years of my eBperience ! thought these words to 2e empty and meaningless, 2ut ! ha1e since modified my 2elief considera2ly. ! was in1ited to deli1er an address in .anton, Ohio. -y coming had 2een well ad1ertised and there was reason to eBpect that ! would ha1e a large audience. To the contrary, conflicting meetings 2eing held 2y two large groups of 2usinessmen reduced my audience to the luc4y num2er of Pthirteen.P !t has always 2een my 2elief that a man should do his 2est, regardless of how much he recei1es for his ser1ices, or the num2er of people he may 2e ser1ing or the class of people ser1ed. ! went at my su2Eect as though the hall were filled. Somehow there arose in me a sort of feeling of resentment on account of the way the Pwheel of fateP had turned against me, and if ! e1er made a con1incing speech ! made it that night. #own deep in my heart, howe1er, ! thought ! had failed< ! did not 4now until the neBt day that ! was ma4ing history the night 2efore that was destined to gi1e the aw of Success philosophy its first real impetus. One of the men who sat in my audience, as one of the Pthirteen,P was the late #on ). -ellett, who was then the pu2lisher of the .anton #aily +ews, 2rief reference to whom ! made in the !ntroductory esson of this course. *fter ! had finished spea4ing ! slipped out at the 2ac4 door and returned to my hotel, not wanting to face any of my PthirteenP 1ictims on the way out. The neBt day ! was in1ited to -r. -ellett6s office. !n as much as it was he who had ta4en the initiati1e 2y in1iting me in to see him ! left it to him to do most of the tal4ing. He 2egan in something li4e this fashionO PWould you mind telling me your entire life:story, from the days of your early childhood on up to the presentLP ! told him ! would do so if he could stand the 2urden of listening to so long a narrati1e. He said he could, 2ut 2efore ! 2egan he cautioned me not to omit the unfa1ora2le side. PWhat ! wish you to do,P said he, Pis to miB the fat with the lean and let me ta4e a loo4 at your 1ery soul, not from its most fa1ora2le side, 2ut from all sides.P For three hours ! tal4ed while -ellett listened< ! omitted nothing. ! told him of my struggles, of my mista4es, of my impulses to 2e dishonest when the tides of fortune swept against me too swiftly, and of my 2etter Eudgment which pre1ailed in the end, 2ut only after my conscience and ! had engaged in prolonged com2at. ! told him how ! concei1ed the idea of organi;ing the aw of Success philosophy, how ! had gone a2out gathering the data that had gone into FCH'F

*-O+/ the other things you intend to Pcut outP in your +ew (ear6s resolution, include the word P!mpossi2le<P

FCH%F

the philosophy, of the tests ! had made which resulted in the elimination of some of the data and the retention of other parts of it. *fter ! had finished -ellett saidO P! wish to as4 you a 1ery personal Muestion, and ! hope you will answer it as fran4ly as you ha1e told the remainder of your story. Ha1e you accumulated any money from your efforts, and, if not, do you 4now why you ha1e notLP P+o<P ! replied. P! ha1e accumulated nothing 2ut eBperience and 4nowledge and a few de2ts, and the reason, while it may not 2e sound, is easily eBplained. The truth is that ! ha1e 2een so 2usy all these years in trying to eliminate some of my own ignorance so ! could intelligently gather and organi;e the data that ha1e gone into the aw of Success philosophy, that ! ha1e had neither the opportunity nor the inclination to turn my efforts to ma4ing money.P The serious loo4 on #on -ellett6s face, much to my surprise, softened into a smile as he laid his hand on my shoulder and saidO P! 4new the answer 2efore you stated it, 2ut ! wondered if you 4new it. (ou pro2a2ly 4now that you are not the only man who has had to sacrifice immediate monetary remuneration for the sa4e of gathering 4nowledge, for in truth your eBperience has 2een that of e1ery philosopher from the time of Socrates down to the present.P Those words fell as the sound of music upon my ears< ! had made one of the most em2arrassing admissions of my life? ! had laid my soul 2are, admitting temporary defeat at almost e1ery cross:road which ! had passed in my struggles, and ! had capped all this off 2y admitting that an eBponent of the aw of Success was, himself, a temporary failure< How incongruous it seemed< ! felt stupid, humiliated and em2arrassed as ! sat in front of the most searching pair of eyes and the most inMuisiti1e man ! had e1er met. The a2surdity of it all came o1er me li4e a flash : TH" PH! OSOPH( OF SU.."SS, .)"*T"# *+# B)O*#.*ST"# B( * -*+ WHO W*S OB,!OUS ( * F*! U)"< This thought struc4 me so forci2ly that ! eBpressed it in words. PWhatLP -ellett eBclaimed, Pa failureL PSurely you 4now the difference 2etween failure and temporary defeat,P he continued. P+o man is a failure who creates a single idea, much less an entire philosophy, that ser1es to soften the disappointments and minimi;e the hardships of generations yet un2orn.P ! wondered what was the o2Eect of this inter1iew. -y first conEecture was that -ellett wanted some facts on which to 2ase an attac4, in his newspaper, on the aw of Success philosophy. Perhaps this thought grew out of some of my pre1ious eBperiences with newspaper men, a few of whom had 2een antagonistic toward me. *t any rate, ! decided at the outset of the inter1iew to gi1e him the facts, without em2ellishment come from it what would. Before ! left -ellett6s office we had 2ecome 2usiness partners, with the understanding that he would resign as pu2lisher of the .anton #aily +ews and ta4e o1er the management of all my affairs, as soon as this could 2e arranged. -eanwhile, ! 2egan writing a series of Sunday feature:page editorials which were pu2lished in the .anton #aily +ews, 2ased upon the aw of Success philosophy. One of these editorials 8the one entitled PFailure,P which appears in the 2ac4 of one of the lessons of this course9 came to the attention of Eudge "l2ert H. /ary, who was at that time the .hairman of the Board of the United States Steel .orporation. This resulted in the opening of communication 2etween -ellett and 3udge /ary, which, in turn, led to Eudge /ary6s offer to purchase the aw of Success course for the use of the employees of the Steel .orporation, in the manner descri2ed in the !ntroductory esson. The tides of fortune had 2egun to turn in my fa1or< The seeds of ser1ice which ! had 2een sowing o1er a long period of toilsome years, 2y #O!+/ -O)" TH*+ P*!# FO), were 2eginning to germinate at last< FCK@F

#espite the fact that my partner was assassinated 2efore our plans had much more than started, and 3udge /ary died 2efore the aw of Success philosophy could 2e re:written so it conformed to his reMuirements, the Plo1e6s la2or lostP on that fateful night, when ! spo4e to an audience of thirteen in .anton, Ohio, started a chain of e1ents which now mo1e rapidly without thought or effort on my part. !t is no a2use of confidences to enumerate here a few of the e1ents which show that no la2or of lo1e is e1er performed at a total loss, and that those who render more ser1ice and 2etter ser1ice than that for which they are paid sooner or later recei1e pay for much more than they actually do. *s this lesson is ready to go to the pu2lisher some of the following well 4nown concerns are considering fa1ora2ly the purchase of the aw of Success course for all their employees, while others ha1e actually arranged for the purchase of the courseO -r. #aniel Willard, President of the Baltimore 5 Ohio )ailroad .o. !ndian )efining .ompany Standard Oil .ompany +ew (or4 ife !nsurance .ompany The Postal Telegraph .ommercial:.a2le .ompany The Pierce:*rrow -otor .ar .ompany The .adillac -otor .ar .ompany *nd some fifty other concerns of a similar si;e. !n addition to this, a newly organi;ed clu2 for 2oys, similar in nature to the (. -. .. *., has contracted for the use of the aw of Success course as the 2asis of its educational program, and estimates that it will distri2ute more than $@@,@@@ courses of the philosophy within the neBt two years. 7uite aside from these sources of distri2ution, the )alston Uni1ersity Press, of -eriden, .onn., has contracted to pu2lish and distri2ute the course to indi1iduals throughout the United States, and perhaps in some foreign countries. How many courses they will distri2ute cannot 2e accurately estimated, 2ut when one stops to consider the fact that they ha1e a mailing list of approBimately '@@,@@@ people who ha1e faith in anything they offer for sale, it seems 1ery reasona2le to suppose that their distri2ution will place tens of thousands of courses in the hands of men and women who are earnestly searching for the 4nowledge con1eyed 2y the aw of Success philosophy. Perhaps it is unnecessary, 2ut ! wish to eBplain that my only o2Eect in here relating the story of how the aw of Success philosophy has gained the recognition descri2ed is to show how the law upon which this lesson is 2ased actually wor4s out in the practical affairs of life. !f ! could ha1e made this analysis without the use of the personal pronoun ! would ha1e done so.

SSSSSSSS
With this 2ac4ground of history concerning the aw of Success philosophy as a whole, and this lesson in particular, you are 2etter prepared to accept as sound the law on which this lesson is 2ased. There are more than a score of sound reasons why you should de1elop the ha2it of performing more ser1ice and better service than that for which you are paid, despite the fact that a large maEority of the people are not rendering such ser1ice. There are two reasons, howe1er, for rendering such ser1ice, which transcend, in importance, all the others? namely, First: By esta2lishing a reputation as 2eing a person who always renders more ser1ice and 2etter ser1ice than that for which you are paid, you will 2enefit 2y comparison with those around you who do not render such ser1ice, and the contrast will 2e so noticea2le that there (ill be 'ee% co"petitio% for yo&r services, %o "atter (hat yo&r life-(or' "ay be# !t would 2e an insult to your intelligence to offer proof of the soundness of this statement, 2ecause FCK$F

!F ye ha1e faith as a grain of mustard seed, ye shall say unto this mountain, )emo1e hence to yonder place? and it shall remo1e? and nothing shall 2e impossi2le unto you.P

FCK&F

it is o21iously sound. Whether you are preaching sermons, practicing law, writing 2oo4s, teaching school, or digging ditches, you will 2ecome more 1alua2le and you will 2e a2le to command greater pay the minute you gain recognition as a person who does more than that for which he is paid. Seco%d: By far the most important reason why you should render more ser1ice than that for which you are paid? a reason that is 2asic and fundamental in nature? may 2e descri2ed in this wayO Suppose that you wished to de1elop a strong right arm, and suppose that you tried to do so 2y tying the arm to your side with a rope, thus ta4ing it out of use and gi1ing it a long rest. Would disuse 2ring strength, or would it 2ring atrophy and wea4ness, resulting, finally, in your 2eing compelled to ha1e the arm remo1edL (ou 4now that if you wished a strong right arm you could de1elop such an arm o%ly by ivi% it the hardest sort of &se# Ta4e a loo4 at the arm of a 2lac4smith if you wish to 4now how an arm may 2e made strong. Out of resistance comes strength. The strongest oa4 tree of the forest is not the one that is protected from the storm and hidden from the sun, 2ut it is the one that stands in the open, where it is compelled to struggle for its eBistence against the winds and rains and the scorching sun. !t is through the operation of one of +ature6s un1arying laws that struggle and resistance de1elop strength, and the purpose of this lesson is to show you how to harness this law and so use it that it will aid you in your struggle for success. By performing more ser1ice and 2etter ser1ice than that for which you are paid, you not only eBercise your ser1ice:rendering Mualities, and there2y de1elop s4ill and a2ility of an eBtraordinary sort, 2ut you 2uild reputation that is 1alua2le. !f you form the ha2it of rendering such ser1ice you will 2ecome so adept in your wor4 that you can co""a%d greater remuneration than those who do not perform such ser1ice. (ou will e1entually de1elop sufficient strength to ena2le you to remo1e yourself from any undesira2le station in life, and no one can or will desire to stop you. !f you are an employee you can ma4e yourself so 1alua2le, through this ha2it of performing more ser1ice than that for which you are paid, that you can practically set your own wages and no sensi2le employer will try to stop you. !f your employer should 2e so unfortunate as to try to withhold from you the compensation to which you are entitled, this will not long remain as a handicap 2ecause other employers will disco1er this unusual Muality and offer you employment. The 1ery fact that most people are rendering as little ser1ice as they can possi2ly get 2y with ser1es as an ad1antage to all who are rendering more ser1ice than that for which they are paid, 2ecause it ena2les all who do this to profit 2y comparison. (ou can Pget 2yP if you render as little ser1ice as possi2le, 2ut that is all you will get? and when wor4 is slac4 and retrenchment sets in, you will 2e one of the first to 2e dismissed. For more than twenty:fi1e years ! ha1e carefully studied men with the o2Eect of ascertaining why some achie1e noteworthy success while others with Eust as much a2ility do not get ahead? and it seems significant that e1ery person whom ! ha1e o2ser1ed applying this principle of rendering more ser1ice than that for which he was paid, was holding a 2etter position and recei1ing more pay than those who merely performed sufficient ser1ice to Pget 2yP with. Perso%ally I %ever received a pro"otio% i% "y life that I co&ld %ot trace directly to reco %itio% that I had ai%ed by re%deri% "ore service a%d better service tha% that for (hich I (as paid# ! am stressing the importance of ma4ing this principle a ha2it as a means of ena2ling an employee to promote himself to a higher position, with greater pay, for the reason that this course will 2e studied 2y thousands of young men and young women who wor4 for others. Howe1er, the principle applies to the employer or to the professional man or woman Eust the same as to the employee. O2ser1ance of this principle 2rings a two:fold reward. First, it 2rings the reward of greater material gain than that enEoyed 2y those who do not o2ser1e it? and, second, it 2rings that reward of happiness and satisfaction which come only to those who render such ser1ice. !f you recei1e no pay eBcept that which comes in your pay en1elope, you are underpaid, no matter how much money that en1elope contains. FCKCF

SSSSSSSS
-y wife has Eust returned from the Pu2lic i2rary with a 2oo4 for me to read. The 2oo4 is entitled $Observatio%) "1ery -an His Own Uni1ersity,P 2y )ussell H. .onwell. By chance ! opened this 2oo4 at the 2eginning of the chapter entitled "1ery -an6s Uni1ersity, and, as ! read it through, my first impulse was to recommend that you go to the Pu2lic i2rary and read the entire 2oo4? 2ut, upon second thought, ! will not do this? instead, ! will recommend that you purchase the 2oo4 and read it, not once 2ut a hundred times, 2ecause it co1ers the su2Eect of this lesson as though it had 2een written for that purpose? co1ers it in a far more impressi1e manner than ! could do it. The following Muotation from the chapter entitled "1ery -an6s Uni1ersity will gi1e you an idea of the golden nugget of truth to 2e found throughout the 2oo4O PThe intellect can 2e made to loo4 far 2eyond the range of what men and women ordinarily see, 2ut not all the colleges in the world can alone confer this power : this is the reward of self-c&lt&re) each must acMuire it for himself? and perhaps this is why the power of o2ser1ing deeply and widely is so much oftener found in those men and those women who ha1e ne1er crossed the threshold of any college 2ut the G%iversity of Hard 2%oc's#$ )ead that 2oo4 as a part of this lesson, 2ecause it will prepare you to profit 2y the philosophy and psychology upon which the lesson is 2uilt.

SSSSSSSS
We will now analy;e the law upon which this entire lesson is founded, namely :

THE LAW OF INCREASING RETURNS(

et us 2egin our analysis 2y showing how +ature employs this law in 2ehalf of the tillers of the soil. The farmer carefully prepares the ground, then sows his wheat and waits while the aw of !ncreasing )eturns 2rings 2ac4 the seed he has sown, pl&s a "a%y-fold i%crease# But for this aw of !ncreasing )eturns, man would perish, 2ecause he could not ma4e the soil produce sufficient food for his eBistence. There would 2e no ad1antage to 2e gained 2y sowing a field of wheat if the har1est yield did not return more than was sown. With this 1ital PtipP from +ature, which we may gather from the wheat fields, let us proceed to appropriate this aw of !ncreasing )eturns and learn how to apply it to the ser1ice we render, to the end that it "ay yield ret&r%s i% excess of a%d o&t of proportio% to the effort p&t forth# First of all, let us emphasi;e the fact that there is no tric4ery or chicanery connected with this aw, although Muite a few seem not to ha1e learned this great truth, Eudging 2y the num2er who spend all of their efforts either trying to get something for nothing, or something for less than its true 1alue. !t is to no such end that we recommend the use of the aw of !ncreasing )eturns, for no such end is possi2le, within the 2road meaning of the word success. *nother remar4a2le and noteworthy feature of the aw of !ncreasing )eturns is the fact that it may 2e used 2y those who purchase ser1ice with as great returns as it can 2e 2y those who render ser1ice, for Proof of which we ha1e 2ut to study the effects of Henry Ford6s famous Fi1e:#ollar:a:day minimum wage scale which he inaugurated some years ago. Those who are familiar with the facts say that -r. Ford was not playing the part of a philanthropist when he inaugurated this minimum wage scale? 2ut, to the contrary, he was merely ta4ing ad1antage of a sound 2usiness principle which has pro2a2ly yielded him greater returns, in 2oth dollars and good:will, FCKGF

U T!-*T" ( nothing matters 1ery much. The defeat that seems to 2rea4 your heart today will 2e 2ut a ripple among the wa1es of other eBperiences in the ocean of your life further ahead.

FCKHF

than any other single policy e1er inaugurated at the Ford plant. @y payi% "ore (a es tha% the avera e, he received "ore service a%d better service tha% the avera e* *t a single stro4e, through the inauguration of that minimum wage policy, Ford attracted the 2est la2or on the mar4et and placed a premium upon the pri1ilege of wor4ing in his plant. ! ha1e no authentic figures at hand 2earing on the su2Eect, 2ut ! ha1e sound reason to conEecture that for e1ery fi1e dollars Ford spent, under this policy, he recei1ed at least se1en dollars and fifty cents6 worth of ser1ice. ! ha1e, also, sound reason to 2elie1e that this policy ena2led Ford to reduce the cost of super1ision, 2ecause employment in his plant 2ecame so desira2le that no wor4er would care to run the ris4 of losing his position 2y PsoldieringP on the Eo2 or rendering poor ser1ice. Where other employers were forced to depend upon costly super1ision in order to get the ser1ice to which they were entitled, and for which they were paying, Ford got the same or 2etter ser1ice 2y the less eBpensi1e method of placing a premium upon employment in his plant. -arshall Field was pro2a2ly the leading merchant of his time, and the great Field store, in .hicago, stands today as a monument to his a2ility to apply the aw of !ncreasing )eturns. * customer purchased an eBpensi1e lace waist at the Field store, 2ut did not wear it. Two years later she ga1e it to her niece as a wedding present. The niece Muietly returned the waist to the Field store and eBchanged it for other merchandise, despite the fact that it had 2een out for more than two years and was then out of style. +ot only did the Field store ta4e 2ac4 the waist, 2ut, what is of more importance it did so (itho&t ar &"e%t* Of course there was no o2ligation, moral or legal, on the part of the store to accept the return of the waist at that late date, which ma4es the transaction all the more significant. The waist was originally priced at fifty dollars, and of course it had to 2e thrown on the 2argain counter and sold for whate1er it would 2ring, 2ut the 4een student of human nature will understand that the Field store not only did not lose anything on the waist, 2ut it actually profited 2y the transaction to an eBtent that cannot 2e measured in mere dollars. The woman who returned the waist 4new that she was not entitled to a re2ate? therefore, when the store ga1e her that to which she was not entitled the transaction won her as a permanent customer. But the effect of the transaction did not end here? it only 2egan? for this woman spread the news of the Pfair treatmentP she had recei1ed at the Field store, far and near. !t was the tal4 of the women of her set for many days, and the Field store recei1ed more ad1ertising from the transaction than it could ha1e purchased in any other way with ten times the 1alue of the waist. The success of the Field store was 2uilt largely upon -arshall Field6s understanding of the aw of !ncreasing )eturns, which prompted him to adopt, as a part of his 2usiness policy, the slogan, PThe customer is always right.P When you do only that for which you are paid, there is nothing out of the ordinary to attract favorable co""e%t a2out the transaction? 2ut, when you willingly do more than that for which you are paid, your action attracts the fa1ora2le attention of all who are affected 2y the transaction, and goes another step toward esta2lishing a reputation that will e1entually set the aw of !ncreasing )eturns to wor4 in your 2ehalf, for this reputation will create a demand for your ser1ices, far and wide. .arol #ownes went to wor4 for W. .. #urant, the automo2ile manufacturer, in a minor position. He is now -r. #urant6s right:hand man, and the president of one of his automo2ile distri2uting companies. He promoted himself into this profita2le position solely through the aid of the aw of !ncreasing )eturns, which he put into operation 2y rendering more ser1ice and 2etter ser1ice than that for which he was paid. !n a recent 1isit with -r. #ownes ! as4ed him to tell me how he managed to gain promotion so FCKKF

TO lo1e praise, 2ut not worship it, and fear condemnation, 2ut not go down under it, is e1idence of a well 2alanced personality.

FCKNF

rapidly. !n a few 2rief sentences he told the whole story. PWhen ! first went to wor4 with -r. #urant,P said he, P! noticed that he always remained at the office long after all the others had gone home for the day, and ! made it my 2usiness to stay there, also. +o one as4ed me to stay, 2ut ! thought someone should 2e there to gi1e -r. #urant any assistance he might need. Often he would loo4 around for someone to 2ring him a letter file, or render some other tri1ial ser1ice, and al(ays he fo&%d "e there ready to serve hi"# He got into the ha2it of calling on me? that is a2out all there is to the story.P $He ot i%to the habit of calli% o% "e*$ )ead that sentence again, for it is full of meaning of the richest sort. Why did -r. #urant get into the ha2it of calling on -r. #ownesL Because .r# Do(%es "ade it his b&si%ess to be o% ha%d (here he (o&ld be see%# He deli2erately placed himself in -r. #urant6s way in order that he might render ser1ice that would place the aw of !ncreasing )eturns 2ac4 of him. Was he told to do thisL 6o* Was he paid to do itL 4es* He was paid 2y the opportunity it offered for him to 2ring himself to the attention of the man who had it within his power to promote him. We are now approaching the most important part of this lesson, 2ecause this is an appropriate place at which to suggest that you ha1e the same opportunity to ma4e use of the aw of !ncreasing )eturns that -r. #ownes had, and you can go a2out the application of the aw in eBactly the same way that he did, by bei% o% ha%d a%d ready to vol&%teer yo&r services i% the perfor"a%ce of (or' (hich others "ay shir' beca&se they are %ot paid to do it# Stop* #on6t say it:don6t e1en thin4 it if you ha1e the slightest intention of springing that old time worn phrase entitled, PBut my e"ployer is differe%t#$ Of course he is different. *ll men are different in most respects, 2ut they are 1ery much ali4e in this : they are somewhat selfish) in fact they are selfish enough not to want a man such as .arol #ownes to cast his lot with their competitor, and this 1ery selfishness may 2e made to ser1e you as an asset and not as a lia2ility if 4o& have the ood 0&d "e%t to "a'e yo&rself so &sef&l that the perso% to (ho" yo& sell yo&r services ca%%ot et alo% (itho&t yo&# One of the most ad1antageous promotions ! e1er recei1ed came a2out through an incident which seemed so insignificant that it appeared to 2e unimportant. One Saturday afternoon, a lawyer, whose office was on the same floor as that of my employer, came in and as4ed if ! 4new where he could get a stenographer to do some wor4 which he was compelled to finish that day. ! told him that all of our stenographers had gone to the 2all game, and that ! would ha1e 2een gone had he called fi1e minutes later, 2ut that ! would 2e 1ery glad to stay and do his wor4 as ! could go to a 2all game any day and his wor4 had to 2e done then. ! did the wor4 for him, and when he as4ed how much he owed me ! replied, POh, a2out a thousand dollars, as long as it is you? if it were for anyone else, ! wouldn6t charge anything.P He smiled, and than4ed me. ittle did ! thin4, when ! made that remar4, that he would e1er pay me a thousand dollars for that afternoon6s wor4, 2ut he did# SiB months later, after ! had entirely forgotten the incident, he called on me again, and as4ed how much salary ! was recei1ing. When ! told him he informed me that he was ready to pay me that thousand dollars which ! had laughingly said ! would charge him for the wor4 ! had performed for him and he did pay it 2y gi1ing me a position at a thousand dollars a year increase in salary. Unconsciously, ! had put the aw of !ncreasing )eturns to wor4 in my 2ehalf that afternoon, 2y gi1ing up the 2all game and rendering a ser1ice which was o21iously rendered out of a desire to 2e helpful and not for the sa4e of a monetary consideration. FCK'F

!t was not my duty to gi1e up my Saturday afternoon, 2ut : !t was my privile e* Furthermore, it was a profita2le pri1ilege, 2ecause it yielded me a thousand dollars in cash and a much more responsi2le position than the one ! had formerly occupied. !t was .arol #ownes6 d&ty to 2e on hand until the usual Muitting time, 2ut it was his privile e to remain at his post after the other wor4ers had gone, and that pri1ilege properly eBercised 2rought him greater responsi2ilities and a salary that yields him more in a year than he would ha1e made in a life:time in the position he occupied 2efore he eBercised the pri1ilege. ! ha1e 2een thin4ing for more than twenty:fi1e years of this privile e of performing more ser1ice and 2etter ser1ice than that for which we are paid, and my thoughts ha1e led me to the conclusion that a single hour de1oted each day to rendering ser1ice for which we are not paid, can 2e made to yield 2igger returns than we recei1ed from the entire remainder of the day during which we are merely performing our d&ty# 8We are still in the neigh2orhood of the "ost i"porta%t part of this lesson, therefore, thi%' and assimilate as you pass o1er these pages.9 The aw of !ncreasing )eturns is no in1ention of mine, nor do ! lay claim to the disco1ery of the principle of rendering more ser1ice and 2etter ser1ice than paid for, as a means of utili;ing this aw. ! merely appropriated them, after many years of careful o2ser1ation of those forces which enter into the attainment of success, Eust as yo& (ill appropriate the" after you understand their significance. (ou might 2egin this appropriation process now 2y trying an eBperiment which may easily open your eyes and place 2ac4 of your efforts powers that you did not 4now you possessed. et me caution you, howe1er, not to attempt this eBperiment in the same spirit in which a certain woman eBperimented with that Bi2lical passage which says something to the effect that if yo& have faith the si,e of a rai% of "&stard, a%d say to yo%der "o&%tai% be re"oved to so"e other place, it (ill be re"oved# This woman li1ed near a high mountain that she could see from her front door? therefore, as she retired that night she commanded the mountain to remo1e itself to some other place. +eBt morning she Eumped out of 2ed, rushed to the door and loo4ed out, 2ut lo< the mountain was still there. Then she saidO $?&st as I had expected* I '%e( it (o&ld be there#$ ! am going to as4 you to approach this eBperiment with full faith that it will mar4 one of the most important turning:points of your entire life. ! am going to as4 you to ma4e the o2Eect of this eBperiment the remo1al of a mountain that is standing where yo&r te"ple of s&ccess sho&ld sta%d, 2ut where it ne1er can stand until you ha1e remo1ed the mountain. (ou may ne1er ha1e noticed the mountain to which ! refer, 2ut it is standing there in your way Eust the same, unless you ha1e already disco1ered and remo1ed it. P*nd what is this mountainLP you as4< It is the feeli% that yo& have bee% cheated &%less yo& receive "aterial pay for all the service yo& re%der# That feeling may 2e unconsciously eBpressing itself and destroying the 1ery foundation of your te"ple of s&ccess in scores of ways that you ha1e not o2ser1ed. !n the 1ery lowly 2red type of humanity, this feeling usually see4s outward eBpression in terms something li4e thisO $I a" %ot paid to do this a%d I/ll be bla%'ety-bla%'ety-bla%' if I/ll do it*$ (ou 4now the type to which reference is made? you ha1e met with it many times, 2ut you ha1e ne1er found a single person of this type who was successful, and you %ever (ill# Success must 2e attracted through understanding and application of laws which are as immuta2le as is the law of gra1itation. !t cannot 2e dri1en into the corner and captured as one would capture a wild FCK%F

TH" educated man is the man who has learned how to get e1erything he needs without 1iolating the rights of his fellow men. "ducation comes from within? you get it 2y struggle and effort and thought.

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steer. For this reason you are reMuested to enter into the following eBperiment with the o2Eect of familiari;ing yourself with one of the most important of these laws? namely, the aw of !ncreasing )eturns. The eBperimentO #uring the neBt siB months ma4e it your 2usiness to render useful ser1ice to at least one person e1ery day, for which yo& %either expect %or accept "o%etary pay# /o at this eBperiment with faith that it will unco1er for your use one of the most powerful laws that enter into the achie1ement of enduring success, and yo& (ill %ot be disappoi%ted# The rendering of this ser1ice may ta4e on any one of more than a score of forms. For eBample, it may 2e rendered personally to one or more specific persons? or it may 2e rendered to your employer, in the nature of wor4 that you perform after hours. *gain, it may 2e rendered to entire strangers whom you ne1er eBpect to see again. !t matters not to whom you render this ser1ice so long as you render it with willingness, and solely for the purpose of 2enefiting others. !f you carry out this eBperiment in the proper attitude of mind, you will disco1er that which all others who ha1e 2ecome familiar with the law upon which it is 2ased ha1e disco1ered? namely, that : 4o& ca% %o "ore re%der service (itho&t receivi% co"pe%satio% tha% yo& ca% (ithhold the re%deri% of it (itho&t s&fferi% the loss of re(ard# P.ause and effect, means and ends, seed and fruit, cannot 2e se1ered,P says "merson? Pfor the effect already 2looms in the cause, the end pre:eBists in the means, the fruit in the seed.P

SSSSSSSS
P!f you ser1e an ungrateful master, ser1e him the more. Put /od in your de2t. "1ery stro4e shall 2e repaid. The longer the payment is withholden, the 2etter for you? for compound interest on compound interest is the rate and usage of this eBcheMuer.P

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PThe law of +ature is, #o the thing and you shall ha1e the power? 2ut they who do not the thing ha1e not the power.P

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P-en suffer all their life long, under the foolish superstition that they can 2e cheated. But it is as impossi2le for a man to 2e cheated 2y anyone 2ut himself, as for a thing to 2e, and not to 2e, at the same time. There is a third silent party to all our 2argains. The nature and soul of things ta4es on itself the guaranty of fulfillment of e1ery contract, so that ho%est service ca%%ot co"e to loss#$ Before you 2egin the eBperiment that you ha1e 2een reMuested to underta4e, read "merson6s essay on .ompensation, for it will go a 1ery long way toward helping you to understand (hy you are ma4ing the eBperiment. UThe a2o1e mentioned essay can 2e downloaded at www.highway&wealth.com=successcourse=comp.pdfV Perhaps you ha1e read .ompensation 2efore. )ead it again< One of the strange phenomena that you will o2ser1e a2out this essay may 2e found in the fact that e1ery time you read it you will disco1er new truths that you did not notice during pre1ious readings. * few years ago ! was in1ited to deli1er the graduation address 2efore the students of an eastern college. #uring my address ! dwelt at length, and with all the emphasis at my command, on the importance of rendering more ser1ice and 2etter ser1ice than that for which one is paid. FCN$F

TH" person who sows a single 2eautiful thought in the mind of another, renders the world a greater ser1ice than that rendered 2y all the faultfinders com2ined.

FCN&F

*fter the address was deli1ered, the president and the secretary of the college in1ited me to luncheon. While we were eating, the secretary turned to the president and saidO $I have 0&st fo&%d o&t (hat this "a% is doi% # He is p&tti% hi"self ahead i% the (orld by first helpi% others to et ahead#$ !n that 2rief statement he had epitomi;ed the most important part of my philosophy on the su2Eect of success. !t is literally true that you can succeed 2est and Muic4est 2y helping others to succeed. Some ten years ago, when ! was engaged in the ad1ertising 2usiness, ! 2uilt my entire clientele 2y the application of the fundamentals upon which this lesson is founded. By ha1ing my name placed on the follow:up lists of 1arious mail order houses ! recei1ed their sales literature. When ! recei1ed a sales letter or a 2oo4let or a folder which ! 2elie1ed ! could impro1e ! went right to wor4 on it and made the impro1ement, then sent it 2ac4 to the firm that had sent it to me, with a letter stating that this was 2ut a trifling sample of what ! could do :that there were plenty of other good ideas where that one came from : and, that ! would 2e glad to render regular ser1ice for a monthly fee. !n1aria2ly this 2rought an order for my ser1ices. On one occasion ! remem2er that the firm was dishonest enough to appropriate my idea and use it without paying me for it, 2ut this turned out to 2e an ad1antage to me, in this wayO * mem2er of the firm who was familiar with the transaction started another 2usiness and as a result of the wor4 ! had done for his former associates, for which ! was not paid, he engaged me to ser1e him, on a 2asis that paid me more than dou2le the amount ! would ha1e reali;ed from his original firm. Thus the aw of .ompensation ga1e 2ac4 to me, and with compound interest added, that which ! had lost 2y rendering ser1ice to those who were dishonest. !f ! were loo4ing for a profita2le field of employment today, ! could find it 2y again putting into action this plan of re:writing sales literature as a means of creating a mar4et for my ser1ices. Perhaps ! would find others who would appropriate my ideas without paying for them, 2ut 2y and large people would not do this for the simple reason that it would 2e more profita2le to them to deal fairly with me and there2y a1ail themsel1es of my continued ser1ices. Se1eral years ago ! was in1ited to deli1er a lecture 2efore the students of the Palmer School, at #a1enport, !owa. -y manager completed arrangements for me to accept the in1itation under the regular terms in effect at that time, which were Q$@@.@@ for the lecture and my tra1eling eBpenses. When ! arri1ed at #a1enport, ! found a reception committee awaiting me at the depot and that e1ening ! was gi1en one of the warmest welcomes ! had e1er recei1ed during my pu2lic career, up to that time. ! met many delightful people from whom ! gathered many 1alua2le facts that were of 2enefit to me? therefore, when ! was as4ed to ma4e out my eBpense account so the school could gi1e me a chec4, ! told them that ! had recei1ed my pay, many times o1er, 2y that which ! had learned while ! was there. ! refused my fee and returned to my office, in .hicago, feeling well repaid for the trip. The following morning #r. Palmer went 2efore the two thousand students of his school and announced what ! had said a2out feeling repaid 2y what ! had learned, and addedO P!n the twenty years that ! ha1e 2een conducting this school ! ha1e had scores of spea4ers address the student 2ody, 2ut this is the first time ! e1er 4new a man to refuse his fee 2ecause he felt that he had 2een repaid for his ser1ices in other ways. This man is the editor of a national maga;ine and ! ad1ise e1ery one of you to su2scri2e for that maga;ine, 2ecause such a man as this must ha1e much that each of you will need when you go into the field and offer your ser1ices.P By the middle of that wee4 ! had recei1ed more than QK,@@@.@@ for su2scriptions to the maga;ine of which ! was editor, and during the following two years these same two thousand students and their friends sent in more than QH@,@@@.@@ for su2scriptions. FCNCF

Tell me, if you can, how or where ! could ha1e in1ested Q$@@.@@ as profita2ly as this, 2y refusing to accept my Q$@@.@@ fee and there2y setting the aw of !ncreasing )eturns to wor4 in my 2ehalfL We go through two important periods in this life? one is that period during which we are gathering, classifying and organi;ing 4nowledge, and the other is that period during which we are struggling for recognition. We must first learn something, which reMuires more effort than most of us are willing to put into the Eo2? 2ut, after we ha1e learned much that can 2e of useful ser1ice to others, we are still confronted with the pro2lem of con1incing them that we can ser1e them. One of the most important reasons why we should always 2e not only ready 2ut (illi% to render ser1ice, is the fact that e1ery time we do so, we gain there2y another opportunity to pro1e to someone that we ha1e a2ility? we go Eust one more step toward gaining the necessary recognition that we must all ha1e. !nstead of saying to the world, PShow me the color of your money and ! will show you what ! can do,P re1erse the rule and say, P et me show you the color of my ser1ice so that ! may ta4e a loo4 at the color of your money if you li4e my ser1ice.P !n $%$N a certain woman who was then nearing the fifty:year milepost of life, was wor4ing as a stenographer, at fifteen dollars a wee4. 3udging 2y the salary she must ha1e 2een none too competent in that wor4. +ow note this changeO ast year, this same woman cleared a little o1er Q$@@,@@@.@@ on the lecture platform. What 2ridged that mighty chasm 2etween these two earning capacitiesL you as4, and ! answerO The habit of perfor"i% "ore service a%d better service tha% that for (hich she (as paid, thereby ta'i% adva%ta e of the La( of I%creasi% 1et&r%s# This woman is well 4nown throughout the country, as she is now a prominent lecturer on the su2Eect of *pplied Psychology. et me show you how she harnessed the aw of !ncreasing )eturns. First, she goes into a city and deli1ers a series of fifteen free lectures. *ll may attend who will, without money and without price. #uring the deli1ery of these fifteen lectures she has the opportunity of Pselling herselfP to her audience, and at the end of the series she announces the formation of a class for which she charges twenty:fi1e dollars per student. That6s all there is to her plan< Where she is commanding a small fortune for a year6s wor4 there are scores of much more proficient lecturers who are 2arely getting enough from their wor4 to pay their eBpenses, simply 2ecause they ha1e not yet familiari;ed themsel1es with the fundamentals upon which this lesson is 2ased, as she has done. +ow, ! would li4e to ha1e you stop right here and answer this MuestionO !f a fifty:year:old woman, who has no eBtraordinary Mualifications, can harness the aw of !ncreasing )eturns and ma4e it raise her from the position as stenographer at fifteen dollars a wee4 to that of lecturer at o1er Q$@@,@@@.@@ a year : (hy ca%%ot yo& apply this sa"e la( so that it (ill ive yo& adva%ta es that yo& do %ot %o( possess+ +e1er mind what is to come in the remainder of this lesson until you ha1e answered this Muestion and : a%s(ered it *S !T SHOU # B" *+SW")"#< (ou are struggling, either mee4ly or earnestly, to ma4e a place for yourself in the world. Perhaps you are eBerting enough effort to 2ring you success of the highest order, if that effort were coupled with and supported 2y the aw of !ncreasing )eturns. For this reason, you owe it to yourself to find out Eust how you can apply this law to 2est ad1antage. +ow go 2ac4 to that Muestion, again? for ! am determined that you shall not pass it 2y lightly, without gi1ing yourself the 2enefit of at least trying to answer it. FCNGF

+O man can rise to fame and fortune without carrying others along with him. !t simply cannot 2e done.

FCNHF

!n other words, there is no mista4ing the fact that you are 2eing 2rought face to face with a Muestion that 1itally affects your future, and, if you e1ade it, the fault will 2e with you. (ou may lay this lesson aside after you ha1e read it, and it is your pri1ilege to do so, without ma4ing any attempt to profit 2y it? 2ut, if you do so, you will ne1er again 2e a2le to loo4 at yourself in a mirror without 2eing haunted 2y the feeling that : (OU H*," #" !B")*T" ( .H"*T"# (OU)S" F< Perhaps this is telling the truth in an undiplomatic way? 2ut, when you purchased this course on the aw of Success, you did so 2ecause you wanted facts, and you are getting them, without the em2ellishment of apology. *fter you ha1e finished this lesson, if you will go 2ac4 and re1iew the lessons on I%itiative a%d Leadership and 5%th&sias", you will 2etter understand those lessons. Those lessons and this one clearly esta2lish the necessity of ta'i% the i%itiative, follo(i% it (ith a ressive actio% a%d doi% "ore tha% yo& are paid to do# !f you will 2urn the fundamentals of these three lessons into your consciousness you will 2e a changed person, and ! ma4e this statement regardless of (ho yo& are or (hat yo&r calli% "ay be# !f this plain language has made you angry, ! am glad? for it indicates that you can 2e mo1ed< +ow, if you would profit 2y the counsel of one who has made many more mista4es than you e1er made, and for that reason learned a few of the fundamental truths of life, harness this anger and focus it on yo&rself until it dri1es you forth to render the ser1ice of which you are capa2le. !f you will do this you can collect a 4ing6s ransom as your reward.

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+ow let us turn our attention to still another important feature of this ha2it of performing more ser1ice and 2etter ser1ice than that for which we are paid? namely, the fact that we can de1elop this ha2it without as4ing for permission to do so. Such ser1ice may 2e rendered through your own initiati1e, without the consent of any person. (ou do not ha1e to consult those to whom you render the ser1ice, for it is a pri1ilege o1er which you ha1e entire control. There are many things you could do that would tend to promote your interests, 2ut most of them reMuire the co:operation or the consent of others. !f you render less ser1ice than that for which you are paid you must do so 2y lea1e of the purchaser of the ser1ice, or the mar4et for your ser1ice will soon cease. ! want you to get the full significance of this right of prerogati1e, which you ha1e, to render more ser1ice and 2etter ser1ice than that for which you are paid, for this places sMuarely &po% yo&r sho&lders the responsi2ility of rendering such ser1ice, and if you fail to do so, you ha1en6t a plausi2le eBcuse to offer or an Pali2i upon which to fall 2ac4, if you fail in the achie1ement of your defi%ite chief ai" in life. One of the most essential yet the hardest truths that ! ha1e had to learn, is that e1ery person should 2e his own hardest tas4:master. We are all fine 2uilders of Pali2isP and creators of PeBcusesP in support of our short:comings. We are not see4ing facts and tr&ths as they are, 2ut, as we wish them to 2e. We prefer honeyed words of flattery to those of cold, un2iased truth, wherein lies the wea4est spot of the man:animal. Furthermore, we are up in arms against those who dare to unco1er the truth for our 2enefit. One of the most se1ere shoc4s ! recei1ed in the early part of my pu2lic career was the 4nowledge that men are still 2eing crucified for the high crime of telling the tr&th# ! recall an eBperience ! had some ten years ago, with a man who had written a 2oo4 ad1ertising his 2usiness school. He su2mitted this 2oo4 to me and paid me to re1iew it and gi1e him my candid opinion of it. ! re1iewed the 2oo4 with FCNKF

painsta4ing care, then did my duty 2y showing him wherein ! 2elie1ed the 2oo4 was wea4. Here ! learned a great lesson, for that man 2ecame so angry that he has ne1er forgi1en me for allowing him to loo4 at his 2oo4 through my eyes. When he as4ed me to tell him fran4ly what PcriticismP ! had to offer of the 2oo4, what he really meant was that ! should tell him what ! saw in the 2oo4 that ! could Pcompliment.P That/s h&"a% %at&re for yo&* We court flattery more than we do the truth. ! 4now, 2ecause ! am human. *ll of which is in preparation for the Pun4indest cut of allP that ! am duty:2ound to inflict upon you? namely, to suggest that you ha1e not done as well as you might ha1e done for the reason that you ha1e not applied a sufficient amount of truth set out in esson "ight, on Self-co%trol, to charge yourself with your own mista4es and short:comings. To do this ta4es self-co%trol and plenty of it. !f you paid some person who had the a2ility and the courage to do it, a hundred dollars to strip you of your 1anity and conceit and lo1e for flattery, so that you might see the wea4est part of your ma4e:up, the price would 2e reasona2le enough. We go through life stum2ling and falling and struggling to our 4nees, and struggling and falling some more, ma4ing asses of oursel1es, and going down, finally, in defeat, largely 2ecause we either neglect or flatly ref&se to learn the tr&th a2out oursel1es. Since ! ha1e come to disco1er some of my own wea4nesses through my wor4 of helping others disco1er theirs, ! 2lush with shame when ! ta4e a retrospecti1e 1iew of life and thin4 how ridiculous ! must ha1e seemed in the eyes of those who could see me as ! (o&ld%/t see myself. We parade 2efore the enlarged shadows of our own 1anity and imagine that those shadows are our real sel1es, while the few 4nowing souls with whom we meet stand in the 2ac4ground and loo4 at us with pity or with scorn. Hold on a minute $ ! am not through with you yet. (ou ha1e paid me to del1e into the depths of your real self and gi1e you an introspecti1e in1entory of what is there, and ! am going to do the Eo2 right, as nearly as ! can. +ot only ha1e you 2een fooling yourself as to the real cause of your failures of the past, 2ut you ha1e tried to hang these causes on the door of someone else. When things did not go to suit you, instead of accepting full responsi2ility for the cause, you ha1e said, POh, hang this Eo2< : ! don6t li4e the way /they/ are treating me, so !6m going to -&it*$ #on6t deny it< +ow let me whisper a little secret in your ear : a secret which ! ha1e had to gather from grief and heartaches and unnecessary punishment of the hardest sort : I%stead of $-&itti% $ the 0ob beca&se there (ere obstacles to "aster a%d diffic&lties to be overco"e, yo& sho&ld have faced the facts a%d the% yo& (o&ld have '%o(% that life, itself, is 0&st o%e lo% series of "astery of diffic&lties a%d obstacles# The measure of a man may 2e ta4en 1ery accurately 2y the eBtent to which he adapts himself to his en1ironment and ma4es it his 2usiness to accept responsi2ility for e1ery ad1ersity with which he meets, whether the ad1ersity grows out of a cause within his control or not. +ow, if you feel that ! ha1e PpannedP you rather se1erely, ha1e pity on me, O Fellow:Wayfarer, for you surely must 4now that ! ha1e had to punish myself more sorely than ! ha1e punished you before I lear%ed the tr&th that I a" here passi% o% to yo& for yo&r &se a%d &ida%ce# ! ha1e a few enemies : tha%' 7od for the"* : for they ha1e 2een 1ulgar and merciless enough to say some things a2out me that forced me to rid myself of some of my most serious short:comings? mainly those which ! did not 4now ! possessed. ! ha1e profited 2y the criticism of these enemies without ha1ing to pay them for their ser1ices in dollars, although ! ha1e paid in other ways. FCNNF

salesmen will profit 2y remem2ering that none of us want anything that someone else wishes to Pget rid of.P

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Howe1er, it was not until some years ago that ! caught sight of some of my most glaring faults which were 2rought to my attention as ! studied "merson6s essay on .ompensation, particularly the following part of itO POur strength grows out of our wea4ness. P+ot until we are pric4ed, and stung, and sorely shot at, awa4ens the indignation which arms itself with secret forces. A reat "a% is al(ays (illi% to be little# While he sits on the cushion of ad1antage he goes to sleep. When he is pushed, tormented, defeated, he has a chance to learn something? he has 2een put on his wits, on his manhood? he has ai%ed facts) learned his ignorance? is cured of the insanity of conceit? has got moderation and real s4ill. The wise man always throws himself on the side of his assailants. !t is more his interest than it is theirs to find his wea4 point. Blame is safer than praise. ! hate to 2e defended in a newspaper. *s long as all that is said is said against me, ! feel a certain assurance of success. But as soon as honeyed words of praise are spo4en of me, ! feel as one that lies unprotected 2efore his enemies.P Study this, the philosophy of the immortal "merson, for it may ser1e as a modifying force that will temper your metal and prepare you for the 2attles of life, as car2on tempers the steel. !f you are a 1ery young person, you need to study it all the more, for it often reMuires the stern realities of many years of eBperience to prepare one to assimilate and apply this philosophy. Better that you should understand these great truths as a result of my undiplomatic presentation of them than to 2e forced to gather them from the less sympathetic sources of cold eBperience. "Bperience is a teacher that 4nows no fa1orites. When ! permit you to profit 2y the truths ! ha1e gathered from the teachings of this cold and unsympathetic teacher called PeBperience,P ! am doing my 2est to show you fa1oritism, which reminds me, somewhat, of the times when my father used to Pdo his dutyP 2y me, in the woodshed, always starting with this 2it of encouraging philosophyO PSon, this hurts me worse than it does you.P

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Thus we approach the close of this lesson without ha1ing eBhausted the possi2ilities of the su2Eect? nay, without ha1ing more than scratched the surface of it. There comes to my mind the story of a romance of long ago through which ! can lea1e in your mind the main import of this lesson. This story had its setting in the city of *ntioch, in ancient )ome, two thousand (ears ago, when the great city of 3erusalem and all the land of 3udea were under the oppressi1e heel of )ome. The star figure of the story was a young 3ew 2y the name of Ben Hur, who was falsely accused of crime and sentenced to hard la2or, at the galley6s oar. .hained to a 2ench in the galley, and 2eing forced to tug wearily at the oars, Ben Hur de1eloped a powerful 2ody. ittle did his tormentors 4now that out of his punishment would grow the strength with which he would one day gain his freedom. Perhaps Ben Hur, himself, had no such hopes. Then came the day of the chariot racesO the day that was destined to 2rea4 the chains that 2ound Ben Hur to the oars of the galley and gi1e him his freedom. One span of horses was without a dri1er. !n desperation the owner sought the aid of the young sla1e 2ecause of his mighty arms, and 2egged him to ta4e the place of the missing dri1er. *s Ben Hur pic4ed up the reins, a mighty cry went up from the onloo4ers. P oo4< oo4< Those arms<: where did you get themLP they howled, and Ben Hur answeredO P*t the galley6s oar<P The race was on. With those mighty arms Ben Hur calmly dro1e that charging span of horses on to 1ictory? 1ictory that won for him his freedom. FCN%F

ife, itself, is a great chariot race, and the 1ictory goes only to those who ha1e de1eloped the strength of character and determination and will:power to win. What matters it that we de1elop this strength through cruel confinement at the galley6s oar, as long as we use it so that it 2rings us, finally, to 1ictory and freedom. !t is an un1arying law that strength grows out of resistance. !f we pity the poor 2lac4smith who swings a fi1e pound hammer all day long, we must also admire the wonderful arm that he de1elops in doing it. PBecause of the dual constitution of all things, in la2or as in life, there can 2e no cheating,P says "merson. PThe thief steals from himself. The swindler swindles himself. For the real price of labor is '%o(led e a%d virt&e, (hereof (ealth a%d credit are si %s# The signs, li4e paper money, may 2e counterfeited or stolen, 2ut that which they represent? namely, 4nowledge and 1irtue, cannot 2e counterfeited or stolen.P Henry Ford recei1es fifteen thousand letters a wee4 from people who are 2egging for a part of his wealth? yet how few of these poor ignorant souls understand that Ford6s real wealth is not measured 2y the dollars he has in the 2an4, nor the factories he owns, 2ut 2y the rep&tatio% he has gained through the rendering of useful ser1ice at a reasona2le price. *nd how did he gain that rep&tatio%+ .ertainly not 2y rendering as little ser1ice as possi2le and collecting for it all he co&ld filch fro" the p&rchasers# The 1ery warp and woof of Ford6s 2usiness philosophy is thisO $7ive the people the best prod&ct at the lo(est price possible#$ When other automo2ile manufacturers raise their prices, Ford lowers his. When other employers lower wages, Ford increases them. What has happenedL This policy has placed the aw of !ncreasing )eturns 2ac4 of Ford so effecti1ely that he has 2ecome the richest and most powerful man in the world. Oh, you foolish and short:sighted see4ers after wealth, who are returning from the daily chase empty:handed, : why do you not ta4e a lesson from men li4e FordL Why do you not re1erse your philosophy and gi1e in order that you may getL ! am finishing this lesson on .hristmas "1e< !n the room neBt to my study our children are decorating their .hristmas tree, and the rhythm of their 1oices falls as music upon my ears. They are happy, not alone 2ecause they eBpect to receive, 2ut for the deeper reason that they ha1e presents hidden away which they eBpect to ive# From the window of my study, ! can see the neigh2or6s children as they, too, are gleefully engaged in preparing for this wonderful e1ent. Throughout the ci1ili;ed world, millions of people are preparing to cele2rate the 2irth of this Prince of Peace who, more than any other man, set forth the reasons why it is more 2lessed to gi1e than to recei1e, and why enduring happiness comes not from possessi% material wealth, 2ut from rendering ser1ice to humanity. !t seems a Mueer co:incidence that the completion of this particular lesson should ha1e happened on .hristmas "1e, yet ! am glad that it has, for this has pro1ided me with sufficient Eustification for reminding you that nowhere in the entire history of ci1ili;ation could ! ha1e found stronger support of the fundamentals of this lesson than may 2e found in the Sermon on the -ount, in the 2oo4 of -atthew. .hristianity is one of the greatest and most far reaching influences in the world today, and ! hardly need apologi;e for reminding you that the tenets of .hrist6s philosophy are in a2solute harmony with the fundamentals upon which this lesson, in the main, is founded. *s ! see the happy faces of the children and watch the hurrying crowds of 2elated .hristmas shoppers, all radiant with the splendor of the spirit of ivi% , ! cannot help wishing that e1ery e1e was .hristmas "1e, for then this would 2e a 2etter world in which the struggle for eBistence would 2e reduced FC'@F

TH")" are no la;y men. What may appear to 2e a la;y man is only an unfortunate person who has not found the wor4 for which he is 2est suited.

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to a minimum, and hatred and strife outlawed. ife is 2ut a short span of years at 2est. i4e a candle we are lighted, flic4er for a moment, and then o o&t* !f we were placed here for the purpose of laying up treasures for use in a life that lies 2eyond the dar4 shadow of #eath, may it not 2e possi2le that we can 2est collect these treasures 2y rendering all the ser1ice we can, to all the people we can, in a lo1ing spirit of 4indness and sympathyL I hope yo& a ree (ith this philosophy# Here this lesson must end, 2ut it is 2y no means co"pleted# Where ! lay down the chain of thought it is now yo&r d&ty to ta4e it up and de1elop it, in your own way, and to your own 2enefit. By the 1ery nature of the su2Eect of this lesson it can ne1er 2e finished, for it leads into the heart of all human acti1ities. !ts purpose is to cause you to ta4e the fundamentals upon which it is 2ased and use them as a stimulus that will cause your mind to unfold, there2y releasing the latent forces that are yours. This lesson was not written for the purpose of teaching you, 2ut it was intended as a means of causing you to teach yourself one of the great truths of life. !t was intended as a source of education, in the true sense of educing, drawing out, de1eloping from within, those forces of mind which are a1aila2le for your use. When you deli1er the 2est ser1ice of which you are capa2le, stri1ing each time to eBcel all your pre1ious efforts, you are ma4ing use of the highest form of education. Therefore, when you render more ser1ice and 2etter ser1ice than that for which you are paid, you, more than anyone else, are profiting 2y the effort. !t is only through the deli1ery of such ser1ice that mastery in your chosen field of endea1or can 2e attained. For this reason you should ma4e it a part of your defi%ite chief ai" to endea1or to surpass all pre1ious records in all that you do. et this 2ecome a part of your daily ha2its, and follow it with the same regularity with which you eat your meals. -a4e it your 2usiness to render more ser1ice and 2etter ser1ice than that for which you are paid, and lo< 2efore you reali;e what has happened, you will find that TH5 3O1LD IS 3ILLI67L4 PA4I67 4OG FO1 .O15 THA6 4OG DO* .ompound interest upon compound interest is the rate that you will 2e paid for such ser1ice. 3ust how this pyramiding of gains ta4es place is left entirely to you to determine. +ow, what are you going to do with that which you ha1e learned from this lessonL and whenL *nd howL and whyL This lesson can 2e of no 1alue to you unless it mo1es you to adopt and use the 4nowledge it has 2rought you. >nowledge 2ecomes POW") only through organi;ation and US"< #o not forget this. (ou can ne1er 2ecome a eader without doing more than you are paid for, and you cannot 2ecome successful without de1eloping leadership in your chosen occupation.

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TH")" is always room for the man who can 2e relied upon to deli1er the goods when he said he would.

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THE MASTER MIND An A te"+t!e+Lesson ,isit Wit! t!e A#t!o"

A Po2e" T!at Can B"in/ Yo# W!ate'e" Yo# Want On T!is Ea"t! SU.."SS is achie1ed through the application of power. !n the picture at the top of this page you see two forms of POW")< *t the left you see physical power, produced 2y +ature, with the aid of organi;ed raindrops pouring o1er +iagara Falls. -an has harnessed this form of power. *t the right you see another, and a much more intensi1e form of power, produced through the har"o%io&s co:ordination of THOU/HT in the minds of men. O2ser1e that the word PharmoniousP has 2een emphasi;ed. !n this picture you see a group of men seated at the #irectors6 Ta2le in a modern 2usiness office. The powerful figure rising a2o1e the group represents the P-aster -indP which may 2e created where1er men 2lend their minds in a spirit of perfect harmony, with some #"F!+!T" o2Eecti1e in 1iew. Study this picture< !t interprets the greatest POW") 4nown to man.

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With the aid of the -!+# man has disco1ered many interesting facts a2out the earth on which he li1es, the air and the ether that fill the endless space a2out him, and the millions of other planets and hea1enly 2odies that float through space. With the aid of a little mechanical contri1ance 8which his -!+# concei1ed9 called a Pspectroscope,P man has disco1ered, at a distance of %C,@@@,@@@ miles, the nature of the su2stances of which the sun is made. We ha1e li1ed through the stone age, the iron age, the copper age, the religious fanatic age, the scientific research age, the industrial age and we enter, now, the age of THOU/HT. Out of the spoils of the dar4 ages through which man has passed he has sa1ed much material that is sound food for THOU/HT. While for more than ten thousand years the 2attle 2etween !/+O)*+.", FC'GF

SUP")ST!T!O+ and F"*) on the one side, and !+T" !/"+." on the other, has raged, man has pic4ed up some useful 4nowledge. *mong other fragments of useful 4nowledge gathered 2y man, he has disco1ered and classified the 'C elements of which all physical matter consists. By study and analysis and comparison man has disco1ered the P2ignessP of the material things in the uni1erse as they are represented 2y the suns and stars, some of them o1er ten million times as large as the earth on which he li1es. On the other hand, man has disco1ered the PlittlenessP of things 2y reducing matter to molecules, atoms, and finally, to the smallest 4nown particle, the electron. *n atom is so inconcei1a2ly small that a grain of sand contains millions of them. The molecule is made up of atoms, which are said to 2e little particles of matter that re1ol1e around each other in one continuous circuit, at lightning speed, 1ery much as the earth and other planets whirl around the sun in an endless circuit. The atom, in turn, is made up of electrons which are constantly in rapid motion? thus it is said that in e1ery drop of water and e1ery grain of sand the entire principle upon which the whole uni1erse operates, is duplicated. How mar1elous< How stupendous< How do we 4now these things to 2e trueL Through the aid of the -!+#. (ou may gather some slight idea of the magnitude of it all the neBt time you eat a 2eef:stea4, 2y remem2ering that the stea4 on your plate, the plate itself, and the ta2le on which you are eating and the sil1erware with which you are eating are all, in final analysis, made of eBactly the same material, electrons. !n the physical or material world, whether one is loo4ing at the largest star that floats through the hea1ens or the smallest grain of sand to 2e found on earth, the o2Eect under o2ser1ation is 2ut an organi;ed collection of molecules, atoms and electrons. 8*n electron is an insepara2le form of power, made up of a positi1e and a negati1e pole.9 -an 4nows much a2out the physical facts of the uni1erse< The neBt great scientific disco1ery will 2e the fact, which already eBists, that e1ery human 2rain is 2oth a 2roadcasting and a recei1ing station? that e1ery thought 1i2ration released 2y the 2rain may 2e pic4ed up and interpreted 2y all other 2rains that are in harmony, or in PtuneP with the rate of 1i2ration of the 2roadcasting 2rain.

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How did man acMuire the 4nowledge that he possesses concerning the physical laws of this earthL How did he learn what has ta4en place 2efore his time, and during his unci1ili;ed periodL He gathered this 4nowledge 2y turning 2ac4 the pages of +ature6s Bi2le and there 1iewing the unimpeacha2le e1idence of millions of years of struggle among animals of a lower intelligence. By turning 2ac4 the great stone pages man has unco1ered the 2ones, s4eletons, footprints and other unmista4a2le e1idence which -other +ature has held for his inspection throughout un2elie1a2le periods of time. +ow man is a2out to turn his attention to another section of +ature6s Bi2le : the one wherein has 2een written a history of the great mental struggle that has ta4en place in the realm of THOU/HT. This page is represented 2y the 2oundless ether which has pic4ed up and still carries e1ery thought 1i2ration that was e1er released from the mind of man. This great page in +ature6s Bi2le is one that no human 2eing has 2een a2le to tamper with. !ts records are positi1e, and soon they may 2e clearly interpreted. +o interpolations 2y man ha1e 2een permitted. Of the authenticity of the story written on this page there can 2e no dou2t. Than4s to "#U.*T!O+ 8meaning the unfolding, educing, drawing out, de1eloping from within of FC'HF

the human mind9 +ature6s Bi2le is now 2eing interpreted. The story of man6s long, perilous struggle upward has 2een written on the pages of this, the greatest of all Bi2les. *ll who ha1e partly conMuered the SiB Basic Fears descri2ed in another Pauthor6s 1isitP in this series, and who ha1e successfully conMuered SUP")ST!T!O+ and !/+O)*+.", may read the records that ha1e 2een written in +ature6s Bi2le. To all others this pri1ilege is denied. For this reason there are pro2a2ly fewer than one thousand people in the entire world at this time who are in, e1en the primary grade as far as the reading of this Bi2le is concerned. !n the entire world there are pro2a2ly fewer than one hundred people, today, who 4now anything a2out or ha1e e1er heard of the chemistry of the mind, through which two or more minds : : -*( B" B "+#"#, !+ * SP!)!T OF P")F".T H*)-O+(, !+ SU.H * -*++") TH*T TH")" !S BO)+ * TH!)# -!+# POSS"SS!+/ TH" SUP")HU-*+ POW") TO )"*# TH" STO)( OF TH" ,!B)*T!O+ OF THOU/HT *S !T H*S B""+ W)!TT"+ *+# +OW "A!STS !+ TH" !-P")!SH*B " )".O)#S OF TH" "TH"). The newly:disco1ered radio principle has shut the mouths of the #ou2ting Thomases and sent the scientist scurrying into new fields of eBperimentation. When they emerge from this field of research they will show us that the mind as we understand it today, as compared to the mind of tomorrow, is a2out the same as comparing the intelligence of a polliwog to that of a professor of 2iology who has read the entire life:line of animal life, from the amoe2a on up to man.

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.ome for a short 1isit with a few of the POW")FU men now li1ing who are ma4ing use of power created through the 2lending, in a spirit of harmony, of two or more minds. We will 2egin with three well 4nown men, who are 4nown to 2e men of great achie1ement in their respecti1e fields of endea1or. Their names are Henry Ford, Thomas *. "dison and Har1ey Firestone. Of the three Henry Ford is the most POW")FU , ha1ing reference to economic power. -r. Ford is the most powerful man now li1ing on earth, and is 2elie1ed to 2e the most powerful who e1er li1ed. So great is his power that he may ha1e anything of a physical nature that he desires, or its eMui1alent. -illions of dollars, to him, are 2ut playthings, no harder to acMuire than the grains of sand with which the child 2uilds sand:tunnels. -r. "dison has such a 4een insight into -other +ature6s Bi2le that he has harnessed and com2ined for the good of man, more of +ature6s laws than any other man who e1er li1ed. !t was he who 2rought together the point of a needle and a piece of waB in such a way that they record and preser1e the human 1oice. !t was he who first made the lightning ser1e to light our houses and streets, through the aid of the incandescent light. !t was he who made the camera record and produce all sorts of motion, through the modern mo1ing picture apparatus. -r. Firestone6s industrial achie1ement is so well 4nown that it needs no comment. He has made dollars multiply themsel1es so rapidly that his name has 2ecome a 2y:word where1er automo2iles are operated. *ll three men 2egan their 2usiness and professional careers with no capital and 2ut little schooling of the nature usually referred to as Peducation.P Perhaps -r. Ford6s 2eginning was, 2y far, the most hum2le of the three. .ursed with po1erty, retarded 2y lac4 of e1en the most elementary form of schooling, and handicapped 2y ignorance in many forms, he has mastered all of these in the inconcei1a2ly short period of twenty:fi1e years. Thus might we 2riefly descri2e the achie1ements of three well 4nown, successful men of POW")< But, we ha1e 2een dealing with "FF".T only< FC'KF

The true philosopher wishes to 4now something of the cause which produced these desira2le "FF".TS. !t is a matter of pu2lic 4nowledge that -r. Ford, -r. "dison and -r. Firestone are close personal friends? that they go away to the woods once a year for a period of recuperation and rest. But, it is not generally 4nown : it is dou2tful if these three men, themsel1es, e1en 4now it : : TH*T TH")" "A!STS B"TW""+ TH" TH)"" -"+ * BO+# OF H*)-O+( OUT OF WH!.H H*S /)OW+ * -*ST") -!+# TH*T !S B"!+/ US"# B( "*.H OF TH" TH)"". * -!+# OF SUP")HU-*+ *B! !T(, TH*T H*S !)" .*P*.!T( TO PTU+" !+P O+ FO)."S W!TH WH!.H -OST -"+ *)" TO +O "AT"+T F*-! !*). et us repeat the statement that out of the 2lending and harmoni;ing of two or more minds 8twel1e or thirteen minds appear to 2e the most fa1ora2le num2er9 may 2e produced a mind which has the capacity to Ptune inP on the 1i2rations of the ether and pic4 up, from that source, 4indred thoughts, on any su2Eect.

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Through the principle of harmony of minds, Ford, "dison and Firestone ha1e created a -aster -ind that now supplements the efforts of each of the three, and WH"TH") .O+S.!OUS ( O) U+.O+S.!OUS (, TH!S P-*ST") -!+#P !S TH" .*US" OF TH" SU.."SS OF "*.H OF TH" TH)"". There is no other answer to their attainment of great power, and their far:reaching success in their respecti1e fields of endea1or, and this is true despite the fact that neither of them may 2e conscious of the power they ha1e created, or the manner in which they ha1e done so. !n the city of .hicago li1e siB powerful men 4nown as the Big SiB. These siB men are said to 2e the most powerful group of men in the middle west. !t is said that their com2ined income totals more than twenty:fi1e million dollars a year. "1ery man in the group 2egan in the most hum2le of circumstances. Their names areO Wm. Wrigley, 3r., who owns the Wrigley .hewing /um 2usiness, and whose income is said to 2e o1er fifteen million dollars a year. 3ohn ). Thompson, who owns the chain of Thompson self:help lunch rooms throughout the country. -r. as4er, who owns the ord 5 Thomas *d1ertising *gency. -r. -c.ullough, who owns the largest eBpress 2usiness in the world. *nd, -r. )itchie and -r. Hert;, who own the (ellow TaBica2 2usiness of the country. U!t would 2e 1ery much worth your education to learn a2out each of these men 5 how they achie1ed success, which is in its entirety in this course 2y +apoleon hillV There is nothing startling a2out a man who does nothing more than 2ecome a millionaire, as a rule. Howe1er, there is something connected with the financial success of these particular millionaires that is more than startling, for it is well 4nown that there eBists 2etween them a 2ond of friendship out of which has grown the condition of harmony that produces a -aster -ind. These siB men, whether 2y accident or design, ha1e 2lended their minds in such a way that the mind of each has 2een supplemented 2y a superhuman power 4nown as a P-aster -ind,P and that mind has 2rought each of them more worldly gain than any person could possi2ly use to ad1antage. The law upon which the principle of a -aster -ind operates was disco1ered 2y .hrist, when he surrounded himself with twel1e disciples and created the first Thirteen .lu2 of the world. #espite the fact that one of the thirteen 83udas9 2ro4e the chain of harmony, sufficient seed was FC'NF

sown during the period of harmony that originally eBisted 2etween these thirteen people, to insure the continuation of TH" /)"*T"ST *+# -OST F*))"*.H!+/ PH! OSOPH( >+OW+ TO TH" !+H*B!T*+TS OF TH!S "*)TH. -any millions of people 2elie1e themsel1es to possess W!S#O-. -any of these do possess wisdom, in certain elementary stages, 2ut no man may possess real wisdom without the aid of the power 4nown as a -aster -ind, and such a mind cannot 2e created eBcept through the principle of 2lending, in harmony, of two or more minds. Through many years of practical eBperimentation it has 2een found that thirteen minds, when 2lended in a spirit of perfect harmony, produce the most practical results. Upon this principle, whether consciously or unconsciously, is founded all of the great industrial and commercial successes that are so a2undant in this age. The word PmergerP is 2ecoming one of the most popular words in newspaper parlance, 2ecause hardly a day goes 2y that one may not read of some 2ig industrial, commercial, financial or railroad merger. Slowly the world is 2eginning to learn 8in a 1ery few minds only9 that through friendly alliance and cooperation great POW") may 2e de1eloped.

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The successful 2usiness and industrial and financial enterprises are those managed 2y leaders who either consciously or unconsciously apply the principle of co:ordinated effort descri2ed in this article. !f you would 2e a great leader in any underta4ing, surround yourself with other minds that can 2e 2lended in a spirit of co:operation so that they act and function as one. !f you can grasp this principle and apply it you may ha1e, for your efforts, whate1er you want on this earth<

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! !>" to see a man proud of his country, and ! li4e to see him so li1e that his country is proud of him. : incoln.

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Compensation ~ Ralph Waldo Emerson

The wings of Time are black and white, Pied with morning and with night. Mountain tall and ocean deep Trembling balance duly keep. In changing moon, in tidal wave, Glows the feud of Want and ave. Gauge of more and less through space !lectric star and pencil plays. The lonely !arth amid the balls That hurry through the eternal halls, " makeweight flying to the void, #upplemental asteroid, $r compensatory spark, #hoots across the neutral %ark. Man&s the elm, and Wealth the vine' #tanch and strong the tendrils twine( Though the frail ringlets thee deceive, )one from its stock that vine can reave. *ear not, then, thou child infirm, There&s no god dare wrong a worm. +aurel crowns cleave to deserts, "nd power to him who power e,erts' ast not thy share- $n winged feet, +o. it rushes thee to meet' "nd all that )ature made thy own, *loating in air or pent in stone, Will rive the hills and swim the sea, "nd, like thy shadow, follow thee. !##"/ III 01ompensation0 !ver since I was a boy, I have wished to write a discourse on 1ompensation( for it seemed to me when very young, that on this sub2ect life was ahead of theology, and the people knew more than the preachers taught. The documents, too, from which the doctrine is to be drawn, charmed my fancy by their endless variety, and lay always before me, even in sleep' for they are the tools in our hands, the bread in our basket, the transactions of the street, the farm, and the dwelling3 house, greetings, relations, debts and credits, the influence of character, the nature and endowment of all men. It seemed to me, also, that in it might be shown men a ray of divinity, the present action of the soul of this world, clean from all vestige of tradition, and so the heart of man might be bathed by an inundation of eternal love, conversing with that which he knows was always and always must be, because it really is now. It appeared, moreover, that if this doctrine could be stated in terms with any resemblance to those bright intuitions in which this truth is sometimes revealed to us, it would be a star in many dark hours and crooked passages in our FC%@F

2ourney that would not suffer us to lose our way. I was lately confirmed in these desires by hearing a sermon at church. The preacher, a man esteemed for his orthodo,y, unfolded in the ordinary manner the doctrine of the +ast 4udgment. e assumed, that 2udgment is not e,ecuted in this world' that the wicked are successful' that the good are miserable' and then urged from reason and from #cripture a compensation to be made to both parties in the ne,t life. )o offence appeared to be taken by the congregation at this doctrine. "s far as I could observe, when the meeting broke up, they separated without remark on the sermon. /et what was the import of this teaching- What did the preacher mean by saying that the good are miserable in the present life- Was it that houses and lands, offices, wine, horses, dress, lu,ury, are had by unprincipled men, whilst the saints are poor and despised' and that a compensation is to be made to these last hereafter, by giving them the like gratifications another day, 5 bank3stock and doubloons, venison and champagne- This must be the compensation intended' for what else- Is it that they are to have leave to pray and praise- to love and serve men- Why, that they can do now. The legitimate inference the disciple would draw was, 5 &We are to have 0such0 a good time as the sinners have now&' 5 or, to push it to its e,treme import, 5 &/ou sin now' we shall sin by and by' we would sin now, if we could' not being successful, we e,pect our revenge to3morrow.& The fallacy lay in the immense concession, that the bad are successful' that 2ustice is not done now. The blindness of the preacher consisted in deferring to the base estimate of the market of what constitutes a manly success, instead of confronting and convicting the world from the truth' announcing the presence of the soul' the omnipotence of the will( and so establishing the standard of good and ill, of success and falsehood. I find a similar base tone in the popular religious works of the day, and the same doctrines assumed by the literary men when occasionally they treat the related topics. I think that our popular theology has gained in decorum, and not in principle, over the superstitions it has displaced. 6ut men are better than this theology. Their daily life gives it the lie. !very ingenuous and aspiring soul leaves the doctrine behind him in his own e,perience' and all men feel sometimes the falsehood which they cannot demonstrate. *or men are wiser than they know. That which they hear in schools and pulpits without after3thought, if said in conversation, would probably be 7uestioned in silence. If a man dogmati8e in a mi,ed company on Providence and the divine laws, he is answered by a silence which conveys well enough to an observer the dissatisfaction of the hearer, but his incapacity to make his own statement. I shall attempt in this and the following chapter to record some facts that indicate the path of the law of 1ompensation' happy beyond my e,pectation, if I shall truly draw the smallest arc of this circle. P$+"9IT/, or action and reaction, we meet in every part of nature' in darkness and light' in heat and cold' in the ebb and flow of waters' in male and female' in the inspiration and e,piration of plants and animals' in the e7uation of 7uantity and 7uality in the fluids of the animal body' in the systole and diastole of the heart' in the undulations of fluids, and of sound' in the centrifugal and centripetal gravity' in electricity, galvanism, and chemical affinity. #uperinduce magnetism at one end of a needle' the opposite magnetism takes place at the other end. If the south attracts, the north repels. To empty here, you must condense there. "n inevitable dualism bisects nature, so that each thing is a half, and suggests another thing to make it whole' as, spirit, matter' man, woman' odd, even' sub2ective, ob2ective' in, out' upper, FC%$F

under' motion, rest' yea, nay. Whilst the world is thus dual, so is every one of its parts. The entire system of things gets represented in every particle. There is somewhat that resembles the ebb and flow of the sea, day and night, man and woman, in a single needle of the pine, in a kernel of corn, in each individual of every animal tribe. The reaction, so grand in the elements, is repeated within these small boundaries. *or e,ample, in the animal kingdom the physiologist has observed that no creatures are favorites, but a certain compensation balances every gift and every defect. " surplusage given to one part is paid out of a reduction from another part of the same creature. If the head and neck are enlarged, the trunk and e,tremities are cut short. The theory of the mechanic forces is another e,ample. What we gain in power is lost in time' and the converse. The periodic or compensating errors of the planets is another instance. The influences of climate and soil in political history are another. The cold climate invigorates. The barren soil does not breed fevers, crocodiles, tigers, or scorpions. The same dualism underlies the nature and condition of man. !very e,cess causes a defect' every defect an e,cess. !very sweet hath its sour' every evil its good. !very faculty which is a receiver of pleasure has an e7ual penalty put on its abuse. It is to answer for its moderation with its life. *or every grain of wit there is a grain of folly. *or every thing you have missed, you have gained something else' and for every thing you gain, you lose something. If riches increase, they are increased that use them. If the gatherer gathers too much, nature takes out of the man what she puts into his chest' swells the estate, but kills the owner. )ature hates monopolies and e,ceptions. The waves of the sea do not more speedily seek a level from their loftiest tossing, than the varieties of condition tend to e7uali8e themselves. There is always some levelling circumstance that puts down the overbearing, the strong, the rich, the fortunate, substantially on the same ground with all others. Is a man too strong and fierce for society, and by temper and position a bad citi8en, 5 a morose ruffian, with a dash of the pirate in him'55 nature sends him a troop of pretty sons and daughters, who are getting along in the dame&s classes at the village school, and love and fear for them smooths his grim scowl to courtesy. Thus she contrives to intenerate the granite and felspar, takes the boar out and puts the lamb in, and keeps her balance true. The farmer imagines power and place are fine things. 6ut the President has paid dear for his White ouse. It has commonly cost him all his peace, and the best of his manly attributes. To preserve for a short time so conspicuous an appearance before the world, he is content to eat dust before the real masters who stand erect behind the throne. $r, do men desire the more substantial and permanent grandeur of genius- )either has this an immunity. e who by force of will or of thought is great, and overlooks thousands, has the charges of that eminence. With every influ, of light comes new danger. as he light- he must bear witness to the light, and always outrun that sympathy which gives him such keen satisfaction, by his fidelity to new revelations of the incessant soul. e must hate father and mother, wife and child. as he all that the world loves and admires and covets- 5 he must cast behind him their admiration, and afflict them by faithfulness to his truth, and become a byword and a hissing. This law writes the laws of cities and nations. It is in vain to build or plot or combine against it. Things refuse to be mismanaged long. 09es nolunt diu male administrari0. Though no checks to a new evil appear, the checks e,ist, and will appear. If the government is cruel, the governor&s life is not safe. If you ta, too high, the revenue will yield nothing. If you make the criminal code sanguinary, 2uries will not convict. If the law is too mild, private vengeance comes in. If the FC%&F

government is a terrific democracy, the pressure is resisted by an overcharge of energy in the citi8en, and life glows with a fiercer flame. The true life and satisfactions of man seem to elude the utmost rigors or felicities of condition, and to establish themselves with great indifferency under all varieties of circumstances. :nder all governments the influence of character remains the same, 5 in Turkey and in )ew !ngland about alike. :nder the primeval despots of !gypt, history honestly confesses that man must have been as free as culture could make him. These appearances indicate the fact that the universe is represented in every one of its particles. !very thing in nature contains all the powers of nature. !very thing is made of one hidden stuff' as the naturalist sees one type under every metamorphosis, and regards a horse as a running man, a fish as a swimming man, a bird as a flying man, a tree as a rooted man. !ach new form repeats not only the main character of the type, but part for part all the details, all the aims, furtherances, hindrances, energies, and whole system of every other. !very occupation, trade, art, transaction, is a compend of the world, and a correlative of every other. !ach one is an entire emblem of human life' of its good and ill, its trials, its enemies, its course and its end. "nd each one must somehow accommodate the whole man, and recite all his destiny. The world globes itself in a drop of dew. The microscope cannot find the animalcule which is less perfect for being little. !yes, ears, taste, smell, motion, resistance, appetite, and organs of reproduction that take hold on eternity, 5 all find room to consist in the small creature. #o do we put our life into every act. The true doctrine of omnipresence is, that God reappears with all his parts in every moss and cobweb. The value of the universe contrives to throw itself into every point. If the good is there, so is the evil' if the affinity, so the repulsion' if the force, so the limitation. Thus is the universe alive. "ll things are moral. That soul, which within us is a sentiment, outside of us is a law. We feel its inspiration' out there in history we can see its fatal strength. ;It is in the world, and the world was made by it.; 4ustice is not postponed. " perfect e7uity ad2usts its balance in all parts of life. <$i chusoi %ios aei enpiptousi=, 5 The dice of God are always loaded. The world looks like a multiplication3table, or a mathematical e7uation, which, turn it how you will, balances itself. Take what figure you will, its e,act value, nor more nor less, still returns to you. !very secret is told, every crime is punished, every virtue rewarded, every wrong redressed, in silence and certainty. What we call retribution is the universal necessity by which the whole appears wherever a part appears. If you see smoke, there must be fire. If you see a hand or a limb, you know that the trunk to which it belongs is there behind. !very act rewards itself, or, in other words, integrates itself, in a twofold manner' first, in the thing, or in real nature' and secondly, in the circumstance, or in apparent nature. Men call the circumstance the retribution. The causal retribution is in the thing, and is seen by the soul. The retribution in the circumstance is seen by the understanding' it is inseparable from the thing, but is often spread over a long time, and so does not become distinct until after many years. The specific stripes may follow late after the offence, but they follow because they accompany it. 1rime and punishment grow out of one stem. Punishment is a fruit that unsuspected ripens within the flower of the pleasure which concealed it. 1ause and effect, means and ends, seed and fruit, cannot be severed' for the effect already blooms in the cause, the end pree,ists in the means, the fruit in the seed. Whilst thus the world will be whole, and refuses to be disparted, we seek to act partially, to sunder, to appropriate' for e,ample, 5 to gratify the senses, we sever the pleasure of the senses from the needs of the character. The ingenuity of man has always been dedicated to the solution FC%CF

of one problem, 5 how to detach the sensual sweet, the sensual strong, the sensual bright, >c., from the moral sweet, the moral deep, the moral fair' that is, again, to contrive to cut clean off this upper surface so thin as to leave it bottomless' to get a 0one end0, without an 0other end0. The soul says, !at' the body would feast. The soul says, The man and woman shall be one flesh and one soul' the body would 2oin the flesh only. The soul says, ave dominion over all things to the ends of virtue' the body would have the power over things to its own ends. The soul strives amain to live and work through all things. It would be the only fact. "ll things shall be added unto it power, pleasure, knowledge, beauty. The particular man aims to be somebody' to set up for himself' to truck and higgle for a private good' and, in particulars, to ride, that he may ride' to dress, that he may be dressed' to eat, that he may eat' and to govern, that he may be seen. Men seek to be great' they would have offices, wealth, power, and fame. They think that to be great is to possess one side of nature, 5 the sweet, without the other side, 5 the bitter. This dividing and detaching is steadily counteracted. :p to this day, it must be owned, no pro2ector has had the smallest success. The parted water reunites behind our hand. Pleasure is taken out of pleasant things, profit out of profitable things, power out of strong things, as soon as we seek to separate them from the whole. We can no more halve things and get the sensual good, by itself, than we can get an inside that shall have no outside, or a light without a shadow. ;%rive out nature with a fork, she comes running back.; +ife invests itself with inevitable conditions, which the unwise seek to dodge, which one and another brags that he does not know' that they do not touch him' 5 but the brag is on his lips, the conditions are in his soul. If he escapes them in one part, they attack him in another more vital part. If he has escaped them in form, and in the appearance, it is because he has resisted his life, and fled from himself, and the retribution is so much death. #o signal is the failure of all attempts to make this separation of the good from the ta,, that the e,periment would not be tried, 5 since to try it is to be mad, 5 but for the circumstance, that when the disease began in the will, of rebellion and separation, the intellect is at once infected, so that the man ceases to see God whole in each ob2ect, but is able to see the sensual allurement of an ob2ect, and not see the sensual hurt' he sees the mermaid&s head, but not the dragon&s tail' and thinks he can cut off that which he would have, from that which he would not have. ; ow secret art thou who dwellest in the highest heavens in silence, $ thou only great God, sprinkling with an unwearied Providence certain penal blindnesses upon such as have unbridled desires.; The human soul is true to these facts in the painting of fable, of history, of law, of proverbs, of conversation. It finds a tongue in literature unawares. Thus the Greeks called 4upiter, #upreme Mind' but having traditionally ascribed to him many base actions, they involuntarily made amends to reason, by tying up the hands of so bad a god. e is made as helpless as a king of !ngland. Prometheus knows one secret which 4ove must bargain for' Minerva, another. e cannot get his own thunders' Minerva keeps the key of them. ;$f all the gods, I only know the keys That ope the solid doors within whose vaults is thunders sleep.; " plain confession of the in3working of the "ll, and of its moral aim. The Indian mythology ends in the same ethics' and it would seem impossible for any fable to be invented and get any currency which was not moral. "urora forgot to ask youth for her lover, and though Tithonus is immortal, he is old. "chilles is not 7uite invulnerable' the sacred waters did not wash the heel by FC%GF

which Thetis held him. #iegfried, in the )ibelungen, is not 7uite immortal, for a leaf fell on his back whilst he was bathing in the dragon&s blood, and that spot which it covered is mortal. "nd so it must be. There is a crack in every thing God has made. It would seem, there is always this vindictive circumstance stealing in at unawares, even into the wild poesy in which the human fancy attempted to make bold holiday, and to shake itself free of the old laws, 5 this back3 stroke, this kick of the gun, certifying that the law is fatal' that in nature nothing can be given, all things are sold. This is that ancient doctrine of )emesis, who keeps watch in the universe, and lets no offence go unchastised. The *uries, they said, are attendants on 2ustice, and if the sun in heaven should transgress his path, they would punish him. The poets related that stone walls, and iron swords, and leathern thongs had an occult sympathy with the wrongs of their owners' that the belt which "2a, gave ector dragged the Tro2an hero over the field at the wheels of the car of "chilles, and the sword which ector gave "2a, was that on whose point "2a, fell. They recorded, that when the Thasians erected a statue to Theagenes, a victor in the games, one of his rivals went to it by night, and endeavoured to throw it down by repeated blows, until at last he moved it from its pedestal, and was crushed to death beneath its fall. This voice of fable has in it somewhat divine. It came from thought above the will of the writer. That is the best part of each writer, which has nothing private in it' that which he does not know' that which flowed out of his constitution, and not from his too active invention' that which in the study of a single artist you might not easily find, but in the study of many, you would abstract as the spirit of them all. Phidias it is not, but the work of man in that early ellenic world, that I would know. The name and circumstance of Phidias, however convenient for history, embarrass when we come to the highest criticism. We are to see that which man was tending to do in a given period, and was hindered, or, if you will, modified in doing, by the interfering volitions of Phidias, of %ante, of #hakspeare, the organ whereby man at the moment wrought. #till more striking is the e,pression of this fact in the proverbs of all nations, which are always the literature of reason, or the statements of an absolute truth, without 7ualification. Proverbs, like the sacred books of each nation, are the sanctuary of the intuitions. That which the droning world, chained to appearances, will not allow the realist to say in his own words, it will suffer him to say in proverbs without contradiction. "nd this law of laws which the pulpit, the senate, and the college deny, is hourly preached in all markets and workshops by flights of proverbs, whose teaching is as true and as omnipresent as that of birds and flies. "ll things are double, one against another. 5 Tit for tat' an eye for an eye' a tooth for a tooth' blood for blood' measure for measure' love for love. 5 Give and it shall be given you. 5 e that watereth shall be watered himself. 5 What will you have- 7uoth God' pay for it and take it. 5 )othing venture, nothing have. 5 Thou shalt be paid e,actly for what thou hast done, no more, no less. 5 Who doth not work shall not eat. 5 arm watch, harm catch. 5 1urses always recoil on the head of him who imprecates them. 5 If you put a chain around the neck of a slave, the other end fastens itself around your own. 5 6ad counsel confounds the adviser. 5 The %evil is an ass. It is thus written, because it is thus in life. $ur action is overmastered and characteri8ed above our will by the law of nature. We aim at a petty end 7uite aside from the public good, but our act arranges itself by irresistible magnetism in a line with the poles of the world. " man cannot speak but he 2udges himself. With his will, or against his will, he draws his FC%HF

portrait to the eye of his companions by every word. !very opinion reacts on him who utters it. It is a thread3ball thrown at a mark, but the other end remains in the thrower&s bag. $r, rather, it is a harpoon hurled at the whale, unwinding, as it flies, a coil of cord in the boat, and if the harpoon is not good, or not well thrown, it will go nigh to cut the steersman in twain, or to sink the boat. /ou cannot do wrong without suffering wrong. ;)o man had ever a point of pride that was not in2urious to him,; said 6urke. The e,clusive in fashionable life does not see that he e,cludes himself from en2oyment, in the attempt to appropriate it. The e,clusionist in religion does not see that he shuts the door of heaven on himself, in striving to shut out others. Treat men as pawns and ninepins, and you shall suffer as well as they. If you leave out their heart, you shall lose your own. The senses would make things of all persons' of women, of children, of the poor. The vulgar proverb, ;I will get it from his purse or get it from his skin,; is sound philosophy. "ll infractions of love and e7uity in our social relations are speedily punished. They are punished by fear. Whilst I stand in simple relations to my fellow3man, I have no displeasure in meeting him. We meet as water meets water, or as two currents of air mi,, with perfect diffusion and interpenetration of nature. 6ut as soon as there is any departure from simplicity, and attempt at halfness, or good for me that is not good for him, my neighbour feels the wrong' he shrinks from me as far as I have shrunk from him' his eyes no longer seek mine' there is war between us' there is hate in him and fear in me. "ll the old abuses in society, universal and particular, all un2ust accumulations of property and power, are avenged in the same manner. *ear is an instructer of great sagacity, and the herald of all revolutions. $ne thing he teaches, that there is rottenness where he appears. e is a carrion crow, and though you see not well what he hovers for, there is death somewhere. $ur property is timid, our laws are timid, our cultivated classes are timid. *ear for ages has boded and mowed and gibbered over government and property. That obscene bird is not there for nothing. e indicates great wrongs which must be revised. $f the like nature is that e,pectation of change which instantly follows the suspension of our voluntary activity. The terror of cloudless noon, the emerald of Polycrates, the awe of prosperity, the instinct which leads every generous soul to impose on itself tasks of a noble asceticism and vicarious virtue, are the tremblings of the balance of 2ustice through the heart and mind of man. !,perienced men of the world know very well that it is best to pay scot and lot as they go along, and that a man often pays dear for a small frugality. The borrower runs in his own debt. as a man gained any thing who has received a hundred favors and rendered none- as he gained by borrowing, through indolence or cunning, his neighbour&s wares, or horses, or money- There arises on the deed the instant acknowledgment of benefit on the one part, and of debt on the other' that is, of superiority and inferiority. The transaction remains in the memory of himself and his neighbour' and every new transaction alters, according to its nature, their relation to each other. e may soon come to see that he had better have broken his own bones than to have ridden in his neighbour&s coach, and that ;the highest price he can pay for a thing is to ask for it.; " wise man will e,tend this lesson to all parts of life, and know that it is the part of prudence to face every claimant, and pay every 2ust demand on your time, your talents, or your heart. "lways pay' for, first or last, you must pay your entire debt. Persons and events may stand for a time between you and 2ustice, but it is only a postponement. /ou must pay at last your own debt. If you are wise, you will dread a prosperity which only loads you with more. 6enefit is the end of FC%KF

nature. 6ut for every benefit which you receive, a ta, is levied. e is great who confers the most benefits. e is base 5 and that is the one base thing in the universe 5 to receive favors and render none. In the order of nature we cannot render benefits to those from whom we receive them, or only seldom. 6ut the benefit we receive must be rendered again, line for line, deed for deed, cent for cent, to somebody. 6eware of too much good staying in your hand. It will fast corrupt and worm worms. Pay it away 7uickly in some sort. +abor is watched over by the same pitiless laws. 1heapest, say the prudent, is the dearest labor. What we buy in a broom, a mat, a wagon, a knife, is some application of good sense to a common want. It is best to pay in your land a skilful gardener, or to buy good sense applied to gardening' in your sailor, good sense applied to navigation' in the house, good sense applied to cooking, sewing, serving' in your agent, good sense applied to accounts and affairs. #o do you multiply your presence, or spread yourself throughout your estate. 6ut because of the dual constitution of things, in labor as in life there can be no cheating. The thief steals from himself. The swindler swindles himself. *or the real price of labor is knowledge and virtue, whereof wealth and credit are signs. These signs, like paper money, may be counterfeited or stolen, but that which they represent, namely, knowledge and virtue, cannot be counterfeited or stolen. These ends of labor cannot be answered but by real e,ertions of the mind, and in obedience to pure motives. The cheat, the defaulter, the gambler, cannot e,tort the knowledge of material and moral nature which his honest care and pains yield to the operative. The law of nature is, %o the thing, and you shall have the power( but they who do not the thing have not the power. uman labor, through all its forms, from the sharpening of a stake to the construction of a city or an epic, is one immense illustration of the perfect compensation of the universe. The absolute balance of Give and Take, the doctrine that every thing has its price, 5 and if that price is not paid, not that thing but something else is obtained, and that it is impossible to get any thing without its price, 5 is not less sublime in the columns of a leger than in the budgets of states, in the laws of light and darkness, in all the action and reaction of nature. I cannot doubt that the high laws which each man sees implicated in those processes with which he is conversant, the stern ethics which sparkle on his chisel3edge, which are measured out by his plumb and foot3 rule, which stand as manifest in the footing of the shop3bill as in the history of a state, 5 do recommend to him his trade, and though seldom named, e,alt his business to his imagination. The league between virtue and nature engages all things to assume a hostile front to vice. The beautiful laws and substances of the world persecute and whip the traitor. e finds that things are arranged for truth and benefit, but there is no den in the wide world to hide a rogue. 1ommit a crime, and the earth is made of glass. 1ommit a crime, and it seems as if a coat of snow fell on the ground, such as reveals in the woods the track of every partridge and fo, and s7uirrel and mole. /ou cannot recall the spoken word, you cannot wipe out the foot3track, you cannot draw up the ladder, so as to leave no inlet or clew. #ome damning circumstance always transpires. The laws and substances of nature 5 water, snow, wind, gravitation 5 become penalties to the thief. $n the other hand, the law holds with e7ual sureness for all right action. +ove, and you shall be loved. "ll love is mathematically 2ust, as much as the two sides of an algebraic e7uation. The good man has absolute good, which like fire turns every thing to its own nature, so that you cannot do him any harm' but as the royal armies sent against )apoleon, when he approached, cast down their colors and from enemies became friends, so disasters of all kinds, as sickness, offence, poverty, prove benefactors( 5 FC%NF

;Winds blow and waters roll #trength to the brave, and power and deity, /et in themselves are nothing.; The good are befriended even by weakness and defect. "s no man had ever a point of pride that was not in2urious to him, so no man had ever a defect that was not somewhere made useful to him. The stag in the fable admired his horns and blamed his feet, but when the hunter came, his feet saved him, and afterwards, caught in the thicket, his horns destroyed him. !very man in his lifetime needs to thank his faults. "s no man thoroughly understands a truth until he has contended against it, so no man has a thorough ac7uaintance with the hindrances or talents of men, until he has suffered from the one, and seen the triumph of the other over his own want of the same. as he a defect of temper that unfits him to live in society- Thereby he is driven to entertain himself alone, and ac7uire habits of self3help' and thus, like the wounded oyster, he mends his shell with pearl. $ur strength grows out of our weakness. The indignation which arms itself with secret forces does not awaken until we are pricked and stung and sorely assailed. " great man is always willing to be little. Whilst he sits on the cushion of advantages, he goes to sleep. When he is pushed, tormented, defeated, he has a chance to learn something' he has been put on his wits, on his manhood' he has gained facts' learns his ignorance' is cured of the insanity of conceit' has got moderation and real skill. The wise man throws himself on the side of his assailants. It is more his interest than it is theirs to find his weak point. The wound cicatri8es and falls off from him like a dead skin, and when they would triumph, lo. he has passed on invulnerable. 6lame is safer than praise. I hate to be defended in a newspaper. "s long as all that is said is said against me, I feel a certain assurance of success. 6ut as soon as honeyed words of praise are spoken for me, I feel as one that lies unprotected before his enemies. In general, every evil to which we do not succumb is a benefactor. "s the #andwich Islander believes that the strength and valor of the enemy he kills passes into himself, so we gain the strength of the temptation we resist. The same guards which protect us from disaster, defect, and enmity, defend us, if we will, from selfishness and fraud. 6olts and bars are not the best of our institutions, nor is shrewdness in trade a mark of wisdom. Men suffer all their life long, under the foolish superstition that they can be cheated. 6ut it is as impossible for a man to be cheated by any one but himself, as for a thing to be and not to be at the same time. There is a third silent party to all our bargains. The nature and soul of things takes on itself the guaranty of the fulfilment of every contract, so that honest service cannot come to loss. If you serve an ungrateful master, serve him the more. Put God in your debt. !very stroke shall be repaid. The longer the payment is withholden, the better for you' for compound interest on compound interest is the rate and usage of this e,che7uer. The history of persecution is a history of endeavours to cheat nature, to make water run up hill, to twist a rope of sand. It makes no difference whether the actors be many or one, a tyrant or a mob. " mob is a society of bodies voluntarily bereaving themselves of reason, and traversing its work. The mob is man voluntarily descending to the nature of the beast. Its fit hour of activity is night. Its actions are insane like its whole constitution. It persecutes a principle' it would whip a right' it would tar and feather 2ustice, by inflicting fire and outrage upon the houses and persons of those who have these. It resembles the prank of boys, who run with fire3engines to put out the ruddy aurora streaming to the stars. The inviolate spirit turns their spite against the wrongdoers. The martyr cannot be dishonored. !very lash inflicted is a tongue of fame' every prison, a more illustrious abode' every burned book or house enlightens the world' every FC%'F

suppressed or e,punged word reverberates through the earth from side to side.

ours of sanity

and consideration are always arriving to communities, as to individuals, when the truth is seen, and the martyrs are 2ustified. Thus do all things preach the indifferency of circumstances. The man is all. !very thing has two sides, a good and an evil. !very advantage has its ta,. I learn to be content. 6ut the doctrine of compensation is not the doctrine of indifferency. The thoughtless say, on hearing these representations, 5 What boots it to do well- there is one event to good and evil' if I gain any good, I must pay for it' if I lose any good, I gain some other' all actions are indifferent. There is a deeper fact in the soul than compensation, to wit, its own nature. The soul is not a compensation, but a life. The soul 0is0. :nder all this running sea of circumstance, whose waters ebb and flow with perfect balance, lies the aboriginal abyss of real 6eing. !ssence, or God, is not a relation, or a part, but the whole. 6eing is the vast affirmative, e,cluding negation, self3balanced, and swallowing up all relations, parts, and times within itself. )ature, truth, virtue, are the influ, from thence. ?ice is the absence or departure of the same. )othing, *alsehood, may indeed stand as the great )ight or shade, on which, as a background, the living universe paints itself forth' but no fact is begotten by it' it cannot work' for it is not. It cannot work any good' it cannot work any harm. It is harm inasmuch as it is worse not to be than to be. We feel defrauded of the retribution due to evil acts, because the criminal adheres to his vice and contumacy, and does not come to a crisis or 2udgment anywhere in visible nature. There is no stunning confutation of his nonsense before men and angels. as he therefore outwitted the law- Inasmuch as he carries the malignity and the lie with him, he so far deceases from nature. In some manner there will be a demonstration of the wrong to the understanding also' but should we not see it, this deadly deduction makes s7uare the eternal account. )either can it be said, on the other hand, that the gain of rectitude must be bought by any loss. There is no penalty to virtue' no penalty to wisdom' they are proper additions of being. In a virtuous action, I properly 0am0' in a virtuous act, I add to the world' I plant into deserts con7uered from 1haos and )othing, and see the darkness receding on the limits of the hori8on. There can be no e,cess to love' none to knowledge' none to beauty, when these attributes are considered in the purest sense. The soul refuses limits, and always affirms an $ptimism, never a Pessimism. is life is a progress, and not a station. is instinct is trust. $ur instinct uses ;more; and ;less; in application to man, of the 0presence of the soul0, and not of its absence' the brave man is greater than the coward' the true, the benevolent, the wise, is more a man, and not less, than the fool and knave. There is no ta, on the good of virtue' for that is the incoming of God himself, or absolute e,istence, without any comparative. Material good has its ta,, and if it came without desert or sweat, has no root in me, and the ne,t wind will blow it away. 6ut all the good of nature is the soul&s, and may be had, if paid for in nature&s lawful coin, that is, by labor which the heart and the head allow. I no longer wish to meet a good I do not earn, for e,ample, to find a pot of buried gold, knowing that it brings with it new burdens. I do not wish more e,ternal goods, 5 neither possessions, nor honors, nor powers, nor persons. The gain is apparent' the ta, is certain. 6ut there is no ta, on the knowledge that the compensation e,ists, and that it is not desirable to dig up treasure. erein I re2oice with a serene eternal peace. I contract the boundaries of possible mischief. I learn the wisdom of #t. 6ernard, 5 ;)othing can work me damage e,cept myself' the harm that I sustain I carry about with me, and never am a real sufferer but by my own fault.; FC%%F

In the nature of the soul is the compensation for the ine7ualities of condition. The radical tragedy of nature seems to be the distinction of More and +ess. ow can +ess not feel the pain' how not feel indignation or malevolence towards More- +ook at those who have less faculty, and one feels sad, and knows not well what to make of it. e almost shuns their eye' he fears they will upbraid God. What should they do- It seems a great in2ustice. 6ut see the facts nearly, and these mountainous ine7ualities vanish. +ove reduces them, as the sun melts the iceberg in the sea. The heart and soul of all men being one, this bitterness of 0 is0 and 0Mine0 ceases. is is mine. I am my brother, and my brother is me. If I feel overshadowed and outdone by great neighbours, I can yet love' I can still receive' and he that loveth maketh his own the grandeur he loves. Thereby I make the discovery that my brother is my guardian, acting for me with the friendliest designs, and the estate I so admired and envied is my own. It is the nature of the soul to appropriate all things. 4esus and #hakspeare are fragments of the soul, and by love I con7uer and incorporate them in my own conscious domain. is virtue, 5 is not that mine- is wit, 5 if it cannot be made mine, it is not wit. #uch, also, is the natural history of calamity. The changes which break up at short intervals the prosperity of men are advertisements of a nature whose law is growth. !very soul is by this intrinsic necessity 7uitting its whole system of things, its friends, and home, and laws, and faith, as the shell3fish crawls out of its beautiful but stony case, because it no longer admits of its growth, and slowly forms a new house. In proportion to the vigor of the individual, these revolutions are fre7uent, until in some happier mind they are incessant, and all worldly relations hang very loosely about him, becoming, as it were, a transparent fluid membrane through which the living form is seen, and not, as in most men, an indurated heterogeneous fabric of many dates, and of no settled character in which the man is imprisoned. Then there can be enlargement, and the man of to3day scarcely recogni8es the man of yesterday. "nd such should be the outward biography of man in time, a putting off of dead circumstances day by day, as he renews his raiment day by day. 6ut to us, in our lapsed estate, resting, not advancing, resisting, not cooperating with the divine e,pansion, this growth comes by shocks. We cannot part with our friends. We cannot let our angels go. We do not see that they only go out, that archangels may come in. We are idolaters of the old. We do not believe in the riches of the soul, in its proper eternity and omnipresence. We do not believe there is any force in to3day to rival or recreate that beautiful yesterday. We linger in the ruins of the old tent, where once we had bread and shelter and organs, nor believe that the spirit can feed, cover, and nerve us again. We cannot again find aught so dear, so sweet, so graceful. 6ut we sit and weep in vain. The voice of the "lmighty saith, &:p and onward for evermore.& We cannot stay amid the ruins. )either will we rely on the new' and so we walk ever with reverted eyes, like those monsters who look backwards. "nd yet the compensations of calamity are made apparent to the understanding also, after long intervals of time. " fever, a mutilation, a cruel disappointment, a loss of wealth, a loss of friends, seems at the moment unpaid loss, and unpayable. 6ut the sure years reveal the deep remedial force that underlies all facts. The death of a dear friend, wife, brother, lover, which seemed nothing but privation, somewhat later assumes the aspect of a guide or genius' for it commonly operates revolutions in our way of life, terminates an epoch of infancy or of youth which was waiting to be closed, breaks up a wonted occupation, or a household, or style of living, and allows the formation of new ones more friendly to the growth of character. It permits or constrains the formation of new ac7uaintances, and the reception of new influences that prove of the first importance to the ne,t years' and the man or woman who would have remained a FG@@F

sunny garden3flower, with no room for its roots and too much sunshine for its head, by the falling of the walls and the neglect of the gardener, is made the banian of the forest, yielding shade and fruit to wide neighbourhoods of men.

FG@$F

UThe following 2y /rant .ardone has 2een placed in here 2y 3ames ). HenryV G"ant Ca"doneHs ;>> Wa$s to Sta$ Moti'ated
/o to 2ed early /et up early Stay 2usy Stay scared #o a ittle -ore "ach #ay )espond to "1ery "mail .reate daily rituals /o for "Btraordinary *1oid perfection >eep statistics See4 to #ominate +ot .ompete Stay in the Spotlight Tal4 to your customers Hit deadlines Ta4e it to another le1el /et in mastermind group /o the eBtra mile )ead a 2oo4 a wee4 Stay hungry .ontrol time #o What Others )efuse to #o +e1er *llow (ourself to 2e Satisfied Stay away from T, oo4 For "1ery Opportunity to Help Others Write a #aily Plan of the Ha1e a Higher Purpose Than *ctions (ou .an Ta4e -oney Stay Focused on the #aily Stay !n1ol1ed With Target .ommunity #o the -ost #ifficult Things -o1e with Speed and First Urgency Be willing to fail *lways say yes Become a .ele2rity in (our Push (ourself to #o -ore Field Than (ou Thin4 is Possi2le *1oid *ds That Promote !dentify What (ou are #epression as a #isease Passionate *2out *1oid #rama T, and )adio /et Out of the House and #o +ew Things Be So Big in (our Space That /o oo4 at What is Possi2le People Start to Hate (ou 1ia What Others Ha1e *ccomplished Ha1e )ewards For Big *lways Show Up "arly For *ccomplishments -eetings Ha1e a +e1er ower (our Be #eaf When Someone Says Target -entality (ou .an[t Ta4e Power +aps !f They Stay *round Hitters *1oid Help (ou Those That #on[t When (ou Ta4e Time Off Once a -onth Ha1e /oals Ta4e "nough to Satisfy (ou -eeting with the Family "at healthy *1oid sugars *1oid energy drin4s -a4e a ist of Those Things That +egati1ely -a4e (ou Feel Poorly *2out (ourself See4 to Be "Bceptional in "1ery *rea of (our ife /et on radio /i1e "ach *rea *ttention "1eryday Picture What (ou Want at the et People >now (ou *re "nd of the #eal Hungry 2y (our *ctions /o to wor4shops Schedule Short Brea4s #o it anyway oo4 at Those Things That *re Still Out of )each But *ccomplished 2y Others /et on T,

.omplete "1ery Tas4 Once -a4e the +ews #on[t Watch Started the +ews )espond to *ll Social -edia Become a .ele2rity in (our )esponses Space Be responsi2le for your energy Be the -ost Positi1e Person (ou >now O1er commit +e1er settle Bring -ore to "1ents Than Write #own the Successes (ou .ould "1er +eed (ou *re Ha1ing Put in more than e1eryone else oo4 For +ew and Bigger Pro2lems Show up 2efore e1eryone else #o So -uch (ou are .ritici;ed -a4e a ist of .ontacts That *s4 For Help From People Would .hange (our ife *2o1e (our Stature Wor4 to (our Potential +ot Surround (ourself with (our 7uota Positi1e Sayings Find -usic That /ets (ou Write your /oals #own Pumped "1eryday .all "1ery Pro2lem .ustomer Write your /oals #own Personally Before (ou /o to Sleep >eep !mages of What it is Ha1e Finance -eeting With (our Want in (our (our Spouse on Sundays "n1ironment .reate $H:minute 2loc4s Be a fanatic /et the right partners Be social .ut out negati1e people Stay Uncomforta2le *ssume )esponsi2ility for Be the -ost #ependa2le "1ery Outcome in (our ife Person (ou >now Be Honest With "1eryone "Bercise #aily -a4e Time for Family "1eryday Be a maniac >eep full calendar )each Up For +ew Friends

IPeople say the s4y is the limit. ! say your mind is your limit. Whate1er the mind can 2elie1e and concei1e, it can achie1e. !f you eBpand your mind, you eBpand your limits.J F )odney -ee4s FG@&F

THE LAW OF SUCCESS

In Sixteen Lessons

Napoleon Hill

Teaching, for the First Time in the History of the World, the True Philosophy upon which all Personal Success is Built.

Originally PUB !SH"# in $%&' B( The )* STO+ U+!,")S!T( P)"SS -")!#"+, .O++.

.OP()!/HT, $%&', B( +*PO "O+ H! 000000 *ll )ights )eser1ed

Pu2lished By 3ames ). Henry *ctor, Filmma4er, 5 Business Owner

Printed in the US*

esson Ten P "*S!+/ P")SO+* !T(

FG@HF

"-P O(")S are always on the loo4out for a man who does a 2etter Eo2 of any sort than is customary, whether it 2e wrapping a pac4age, writing a letter or closing a sale.

FG@KF

THE LAW OF SUCCESS Lesson Ten PLEASING PERSONALITY

"You Can Do t if You !elie"e You Can#$ WH*T is an *TT)*.T!," perso%ality+ Of course the answer isO A perso%ality that attracts# But what ca&ses a personality to attractL et us proceed to find out. 4o&r personality is the sum total of your characteristics and appearances which distinguish you from all others. The clothes you wear, the lines in your face, the tone of your 1oice, the thoughts you thin4, the character you ha1e de1eloped 2y those thoughts, all constitute parts of your perso%ality# Whether your perso%ality is attracti1e or not is another matter. By far the most important part of your perso%ality is that which is represented 2y your character, and is therefore the part that is not 1isi2le. The style of your clothes and their appropriateness undou2tedly constitute a 1ery important part of your perso%ality, for it is true that people form first impressions of you from your outward appearance. "1en the manner in which you sha4e hands forms an important part of your personality, and goes a 1ery long way toward attracting or repelling those with whom you sha4e hands. This art can 2e culti1ated. The eBpression of your eyes also forms an important part of your perso%ality, for there are people, and they are more numerous than one might imagine, who can loo4 through your eyes into your heart and see that which is written there 2y the nature of your most secret thoughts. The 1itality of your 2ody : sometimes called personal magnetism :also constitutes an important part of your perso%ality# +ow let us proceed to arrange these outward mediums through which the nature of our perso%ality is eBpressed, so that it will attract and not repel. There is one way in which you can so eBpress the composite of your personality that it will always attract, e1en though you may 2e as homely as the circus Pfat woman,P and this is 2y : Ta'i% a 'ee% heart-i%terest i% the other fello(/s $ a"eB i% life# et me illustrate eBactly what is meant, 2y relating an incident that happened some years ago, from which ! was taught a lesson in "aster sales"a%ship# One day an old lady called at my office and sent in her card with a message saying that she must see "e perso%ally# +o amount of coaBing 2y secretaries could induce her to disclose the nature of her 1isit, therefore ! made up my mind that she was some poor old soul who wanted to sell me a 2oo4, and remem2ering that my own mother was a woman, ! decided to go out to the reception room and 2uy her 2oo4, whate1er it might 2e. Please follow e1ery detail thoughtfully? for you, too, may learn a lesson in master salesmanship from this incident. *s ! wal4ed down the hall:way from my pri1ate office this old lady, who was standing Eust outside of the railing that led to the main reception room, 2egan to smile. ! had seen many people smile, 2ut ne1er 2efore had ! seen one who smiled so sweetly as did this lady. !t was one of those contagious smiles, 2ecause ! caught the spirit of it and 2egan to smile also. *s ! reached the railing the old lady eBtended her hand to sha4e hands with me. +ow, as a rule, ! do not 2ecome too friendly on first acMuaintance when a person calls at my office, for the reason that it is FG@NF

1ery hard to say PnoP if the caller should as4 me to do that which ! do not wish to do. Howe1er, this dear old lady loo4ed so sweetly innocent and harmless that ! eBtended my hand and she be a% to sha'e it* whereupon, ! disco1ered that she not only had an attracti1e smile, 2ut she also had a magnetic hand:sha4e. She too4 hold of my hand firmly, 2ut not too firmly, and the 1ery manner in which she went a2out it telegraphed the thought to my 2rain that it (as she who was doing the honors. She made me feel that she was really and truly lad to sha4e my hand, and ! 2elie1e that she was. ! 2elie1e that her hand:sha4e came from the heart as well as from the hand. ! ha1e sha4en hands with many thousands of people during my pu2lic career, 2ut ! do not recall ha1ing e1er done so with anyone who understood the art of doing it as well as this old lady did. The moment she touched my hand ! could feel myself Pslipping,P and ! 4new that whate1er it was that she had come after she would go away with it, and that ! would aid and a2et her all ! could toward this end. !n other words, that penetrating smile and that warm hand:sha4e had disarmed me and made me a Pwilling 1ictim.P *t a single stro4e this old lady had shorn me of that false shell into which ! crawl when salesmen come around selling, or tryi% to sell, that which ! do not want. To go 2ac4 to an eBpression which you found Muite freMuently in pre1ious lessons of this course, this gentle 1isitor had Pneutrali;edP my mind and made me want to listen. *h, 2ut here is the stum2ling point at which most salespeople fall and 2rea4 their nec4s, figurati1ely spea4ing, for it is as useless to try to sell a man something until you ha1e first made him (a%t to listen, as it would 2e to command the earth to stop rotating. +ote well how this old lady used a smile and a hand:sha4e as the tools with which to pry open the window that led to my heart? 2ut the most important part of the transaction is yet to 2e related. Slowly and deli2erately, as if she had all the time there was in the uni1erse 8which she did ha1e, as far as ! was concerned at that moment9 the old lady 2egan to crystalli;e the first step of her 1ictory into reality 2y sayingO $I 0&st ca"e here to tell yo& 8what seemed to me to 2e a long pause9 that I thi%' yo& are doi% the "ost (o%derf&l (or' of a%y "a% i% the (orld today#$ "1ery word was emphasi;ed 2y a gentle, though firm, sMuee;e of my hand, and she (as loo'i% thro& h "y eyes a%d i%to "y heart as she spo'e# *fter ! regained consciousness 8for it 2ecame a standing Eo4e among my assistants at the office that ! fainted dead away9 ! reached down and unloc4ed the little secret latch that fastened the gate and saidO $!o"e ri ht i%, dear lady, - co"e ri ht i%to "y private office,$ and with a gallant 2ow that would ha1e done credit to the ca1aliers of olden times, ! 2ade her come in and Psit awhile.P *s she entered my pri1ate office, ! motioned her to the 2ig easy:chair 2ac4 of my des4 while ! too4 the little hard:seated chair which, under ordinary circumstances, ! would ha1e used as a means of discouraging her from ta4ing up too much of my time. For three:Muarters of an hour ! listened to one of the most 2rilliant and charming con1ersations ! ha1e e1er heard, and my 1isitor was doing all of the con1ersing. From the 1ery start she had assumed the initiati1e and ta4en the lead, and, up to the end of that first three:Muarters of an hour, she found no inclination, on my part, to challenge her right to it. ! repeat, lest you did not get the full import of it, that ! was a (illi% liste%er* +ow comes the part of the story which would ma4e me 2lush with em2arrassment, if it were not for the fact that you and ! are separated 2y the pages of this 2oo4? 2ut ! must summon the courage with which to tell you the facts 2ecause the entire incident would lose its significance if ! failed to do this. *s ! ha1e stated, my 1isitor entranced me with 2rilliant and capti1ating con1ersation for three: Muarters of an hour. +ow, what do you suppose she was tal4ing a2out all that timeL 6o* (ou are wrong. She was not trying to sell me a 2oo4, nor did she once use the personal pronoun P!.P FG@'F

!F you ha1e tried and met with defeat? if you ha1e planned and watched your plans as they were crushed 2efore your eyes? Eust remem2er that the greatest men in all history were the products of courage, and courage, you 4now, is 2orn in the cradle of ad1ersity.

FG@%F

Howe1er, she was not only tryi% , 2ut actually selli% me something, and that something was myself. She had no sooner 2een seated in that 2ig cushioned chair than she unrolled a pac4age which ! had mista4en for a 2oo4 that she had come to sell me, and sure enough, there was a 2oo4 in the pac4age T in fact, se1eral of them? for she had a complete year6s file of the maga;ine of which ! was then editor 8Hill6s /olden )ule9. She turned the pages of those maga;ines and read places that she had mar4ed here and there, assuring me, in the meanwhile, that she had al(ays believed the philosophy bac' of that (hich she (as readi% # Then, after ! was in a state of complete mesmerism, and thoroughly recepti1e, my 1isitor tactfully switched the con1ersation to a su2Eect which, ! suspect, she had in mind to discuss with me long 2efore she presented herself at my office? 2ut : a%d this is a%other poi%t at (hich "ost salespeople bl&%der : had she re1ersed the order of her con1ersation and 2egun where she finished, the chances are that she ne1er would ha1e had the opportunity to sit in that 2ig easy:chair. #uring the last three minutes of her 1isit, she s4illfully laid 2efore me the merits of some securities that she was selling. She did not as4 me to purchase? 2ut, the way in which she told me of the merits of the securities 8plus the way in which she had so impressi1ely told me of the merits of my own PgameP9 had the psychological effect of causing me to want to purchase? and, e1en though ! made no purchase of securities from her, she "ade a sale : 2ecause ! pic4ed up the telephone and introduced her to a man to whom she later sold more than fi1e times the amount that she had intended selling me. !f that same woman, or another woman, or a man, who had the tact and perso%ality that she possessed, should call on me, ! would again sit down and listen for three:Muarters of an hour. We are all human? and we are all more or less 1ain< We are all ali4e in this respect : we will listen with intense interest to those who ha1e the tact to tal4 to us a2out that which lies closest to our hearts? and then, out of a sense of reciprocity, we will also listen with interest when the spea4er finally switches the con1ersation to the su2Eect which lies closest to his or her heart? and, at the end, we will not only Psign on the dotted lineP 2ut we will say, $3hat a (o%derf&l perso%ality*$ !n the city of .hicago, some years ago, ! was conducting a school of salesmanship for a securities house which employed more than $,H@@ salespeople. To 4eep the ran4s of that 2ig organi;ation filled, we had to train and employ siB hundred new salespeople e1ery wee4. Of all the thousands of men and women who went through that school, there was 2ut one man who grasped the significance of the principle ! am here descri2ing, the first time he heard it analy;ed. This man had ne1er tried to sell securities and fran4ly admitted, when he entered the salesmanship class, that he was not a salesman. et6s see whether he was or not. *fter he had finished his training, one of the PstarP salesmen too4 a notion to play a practical Eo4e on him, 2elie1ing him to 2e a credulous person who would 2elie1e all that he heard, so this PstarP ga1e him an inside PtipP as to where he would 2e a2le to sell some securities without any great effort. This star would ma4e the sale himself, so he said? 2ut the man to whom he referred as 2eing a li4ely purchaser was an ordinary artist who would purchase with so little urging that he, 2eing a Pstar,P did not wish to waste his time on him. The newly made salesman was delighted to recei1e the Ptip,P and, forthwith, he was on his way to ma4e the sale. *s soon as he was out of the office, the PstarP gathered the other PstarsP around him and told of the Eo4e he was playing? for in reality the artist was a 1ery wealthy man and the Pstar,P himself, had spent nearly a month trying to sell him, 2ut without success. !t then de1eloped that all of the PstarsP of that particular group had called on this same artist 2ut had failed to interest him. The newly made salesman was gone a2out an hour and a half. When he returned he found the PstarsP waiting for him with smiles on their faces. FG$@F

To their surprise, the newly made salesman also wore a 2road smile on his face. The PstarsP loo4ed at each other inMuiringly, for they had eBpected that this PgreenP man would not return in a Eoyful mood. PWell, did you sell to your manLP inMuired the originator of this PEo4e.P P.ertainly,P replied the uninitiated one, Pand ! found that artist to 2e all you said he was : a perfect gentleman and a 1ery interesting man.P )eaching into his poc4et he pulled out an order and a chec4 for Q&,@@@.@@. The PstarsP wanted to 4now how he did it. POh, it wasn6t difficult,P replied the newly made salesman? P! Eust wal4ed in and tal4ed to him a few minutes and he 2rought up the su2Eect of the securities himself, and said he wanted to purchase? therefore, ! really did not sell to him : he purchased of his own accord.P When ! heard of the transaction, ! called the newly made salesman in and as4ed him to descri2e, in detail, Eust how he made the sale, and ! will relate it Eust as he told it. When he reached the artist6s studio, he found him at wor4 on a picture. So engaged in his wor4 was the artist that he did not see the salesman enter? so the salesman wal4ed o1er to where he could see the picture and stood there loo4ing at it without saying a word. Finally the artist saw him? then the salesman apologi;ed for the intrusion and 2egan to tal4T a2out the picture that the artist was painting< He 4new Eust enough a2out art to 2e a2le to discuss the merits of the picture with some intelligence? and he was really interested in the su2Eect. He li4ed the picture and fran4ly told the artist so, which, of course, "ade the artist very a% ry* For nearly an hour those two men tal4ed of nothing 2ut art? particularly that picture that stood on the artist6s easel. Finally, the artist as4ed the salesman his name and his 2usiness, and the sales"a% 8yes, the master salesman9 replied, POh, ne1er mind my 2usiness or my name? ! am more interested in yo& a%d yo&r art*$ The artist6s face 2eamed with a smile of Eoy. Those words fell as sweet music upon his ears. But, not to 2e outdone 2y his polite 1isitor, he insisted on 4nowing what mission had 2rought him to his studio. Then, with an air of genuine reluctance, this "aster sales"a% : this real PstarP : introduced himself and told his 2usiness. Briefly he descri2ed the securities he was selling, and the artist listened as if he enEoyed e1ery word that was spo4en. *fter the salesman had finished the artist saidO PWell, well< ! ha1e 2een 1ery foolish. Other salesmen from your firm ha1e 2een here trying to sell me some of those securities, 2ut they tal4ed nothing 2ut 2usiness? in fact, they annoyed me so that ! had to as4 one of them to lea1e. +ow let me see : what was that fellow6s name : oh, yes, it was -r. Per4ins.P 8Per4ins was the PstarP who had thought of this cle1er tric4 to play on the newly made salesman.9 PBut you present the matter so differently, and now ! see how foolish ! ha1e 2een, and ! want you to let me ha1e Q&,@@@.@@ worth of those securities.P Thin4 of that : $4o& prese%t the "atter so differe%tly*$ *nd how did this newly made salesman present the matter so differentlyL Putting the Muestion another way, what did this "aster sales"a% really sell that artistL #id he sell him securitiesL 6o* he sold hi" his o(% pict&re (hich he (as pai%ti% o% his o(% ca%vas# The securities were 2ut an incident. #on6t o1erloo4 this point. That "aster sales"a% had re"e"bered the story of the old lady (ho e%tertai%ed "e for three--&arters of a% ho&r by tal'i% abo&t that (hich (as %earest "y heart, a%d it had so i"pressed hi" that he "ade &p his "i%d to st&dy his prospective p&rchasers a%d fi%d o&t (hat (o&ld i%terest the" "ost, so he co&ld tal' abo&t that# This Pgreen,Pnewly made salesman earned QN,%@@.@@ in commissions the first month he was in the FG$$F

! WOU # )*TH") B"/!+ *T TH" BOTTO- *+# . !-B TO TH" TOP TH*+ TO ST*)T *T TH" TOP *+# H*," TO )"-*!+ TH")".

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field, leading the neBt highest man 2y more than dou2le, and the tragedy of it was that not one person out of the entire organi;ation of $,H@@ salespeople too4 the time to find out ho( a%d (hy he 2ecame the real PstarP of the organi;ation, a fact which ! 2elie1e fully Eustifies the rather 2iting reprimand suggested in esson +ine to which you may ha1e ta4en offense. * .arnegie, or a )oc4efeller, or a 3ames 3. Hill, or a -arshall Field accumulates a fortune, through the application of the selfsame principles that are a1aila2le to all the remainder of us? 2ut we en1y them their wealth without e1er thin4ing of studying their philosophy and appropriating it to our own use. We loo4 at a successful man in the hour of his triumph, and wonder how he did it, 2ut we o1erloo4 the importance of analy;ing his methods and we forget the price he had to pay in careful, well organi;ed preparation which had to 2e made 2efore he could reap the fruits of his efforts. Throughout this course on the aw of Success, you will not find a single new principle? e1ery one of them is as old as ci1ili;ation itself? yet you will find 2ut few people who seem to understand how to apply them. The salesman who sold those securities to that artist was not only a "aster sales"a%, 2ut he was a man with an attractive perso%ality# He was not much to loo4 at? perhaps that is why the PstarP concei1ed the idea of playing that cruel 8L9 Eo4e on him? 2ut e1en a homely person may ha1e a 1ery attractive perso%ality in the eyes of those whose handiwor4 he has praised. Of course, there are some who will get the wrong conception of the principle ! am here trying to ma4e clear, 2y drawing the conclusion that any sort of cheap flattery will ta4e the place of e%&i%e heart i%terest# ! hope that yo& are not one of these. ! hope that you are one of those who understand the real psychology upon which this lesson is 2ased, and that you will ma4e it your 2usiness to study other people closely enough to find something a2out them or their wor4 that you really admire. Only in this way can you de1elop a personality that will 2e irresisti2ly attractive# .heap flattery has Eust the opposite effect to that of constituting an attracti1e personality. !t repels instead of attracting. !t is so shallow that e1en the ignorant easily detect it.

SSSSSSSS
Perhaps you ha1e o2ser1ed : and if you ha1e not ! wish you to do so : that this lesson emphasi;es at length the importance of ma4ing it your 2usiness to ta4e a 4een interest in other people and in their wor4, 2usiness or profession. This e"phasis (as by %o "ea%s a% accide%t#

SSSSSSSS
(ou will Muic4ly o2ser1e that the principles upon which this lesson is 2ased are 1ery closely related to those which constitute the foundation of esson SiB, on !magination. *lso, you will o2ser1e that this lesson is 2ased upon much the same general principles as those which form the most important part of esson Thirteen, on .o:operation. et us here introduce some 1ery practical suggestions as to how the laws of !magination, .o: operation and Pleasing Personality may 2e 2lended, or coordinated to profita2le ends, through the creation of usa2le ideas. "1ery thin4er 4nows that PideasP are the 2eginning of all successful achie1ement. The Muestion most often as4ed, howe1er, is, PHow can ! learn to create ideas that will earn moneyLP !n part we will answer this Muestion in this lesson 2y suggesting some new and no1el ideas, any of which might 2e de1eloped and made 1ery profita2le, 2y almost anyone, in practically any locality.

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IDEA NUMBER ONE

The world war has depri1ed /ermany of her enormous trade in toys. Before the war we 2ought most of our toys from /ermany. We are not li4ely to 2uy any more toys from /erman manufacturers in our time, or for a long while afterward. Toys are in demand, not alone in the United States, 2ut in foreign countries, many of which will not 2uy toys from /ermany. Our only competitor is 3apan and her toys are of so poor a Muality that her competition means nothing. But what sort of toys shall ! manufacture and where will ! get the capital with which to carry on the 2usiness, you will as4L First, go to a local toy dealer and find out Eust which class of toys sells most rapidly. !f you do not feel competent to ma4e impro1ements on some of the toys now on the mar4et, ad1ertise for an in1entor Pwith an idea for a mar4eta2le toyP and you will soon find the mechanical genius who will supply this missing lin4 in your underta4ing. Ha1e him ma4e you a wor4ing model of Eust what you want, then go to some small manufacturer, woodwor4er, machine shop or the li4e, and arrange to ha1e your toys manufactured. (ou now 4now Eust what your toy will cost, so you are ready to go to some 2ig Eo22er, wholesaler or distri2utor and arrange for the sale of your entire product. !f you are an a2le salesman you can finance this whole proEect on the few dollars reMuired with which to ad1ertise for the in1entor. When you find this man you can pro2a2ly arrange with him to wor4 out a model for you during his spare e1ening hours, with a promise that you will gi1e him a 2etter Eo2 when you are manufacturing your own toys. He will pro2a2ly gi1e you all the time you want in which to pay him for his la2or? or he may do the wor4 in return for an interest in the 2usiness. (ou can get the manufacturer of your toys to wait for his money until you are paid 2y the firm to which you sell them? and, if necessary, you can assign to him the in1oices for the toys sold and let the money come direct to him. Of course if you ha1e an unusually pleasing and con1incing personality and considera2le a2ility to organi;e, you will 2e a2le to ta4e the wor4ing model of your toy to some man of means and, in return for an interest in the 2usiness, secure the capital with which to do your own manufacturing. !f you want to 4now what will sell, watch a crowd of children at play, study their li4es and disli4es, find out what will amuse them and you will pro2a2ly get an idea on which to 2uild your toy. !t reMuires no genius to in1ent< .ommon sense is all that is necessary. Simply find out what the people want and then produce it. Produce it well : 2etter than anyone else is doing. /i1e it a touch of indi1iduality. -a4e it distincti1e. We spend millions of dollars annually for toys with which to entertain our children. -a4e your new toy useful as well as interesting. -a4e it educational if possi2le. !f it entertains and teaches at the same time it will sell readily and li1e fore1er. !f your toy is in the nature of a game ma4e it teach the child something a2out the world in which it li1es, geography, arithmetic, "nglish, physiology, etc. Or, 2etter still, produce a toy that will cause the child to run, Eump or in some other way eBercise. .hildren lo1e to mo1e a2out and mo1ing a2out is of 2enefit to them, especially when stimulated 2y the play moti1e. *n indoor 2ase2all game would 2e a ready seller, especially in the cities. Wor4 out an arrangement for attaching the 2all to a string that will 2e suspended from the ceiling so one child may throw the 2all against the wall and then stand 2ac4 and stri4e it with a 2at as it re2ounds. * one:child 2ase2all game, in other words.
D

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!T is 2etter to 2e a 2ig man in a small town than to 2e a small man in a 2ig town, and e1er so much easier.

FG$HF

PLAN NUMBER TWO

This will 2e of interest only to the man or woman who has the self:confidence and the am2ition to Prun the ris4P of ma4ing a 2ig income, which, we may add, most people ha1e not. !t is a suggestion that could 2e put into practical operation 2y at least forty or fifty people in e1ery large city throughout the United States, and 2y a smaller num2er in the smaller cities. !t is intended for the man or woman who can write or will learn to write ad1ertising copy, sales literature, follow:up letters, collection letters and the li4e, using the a2ility to write which we will suppose that you possess. To ma4e practical and profita2le use of this suggestion you will need the co:operation of a good ad1ertising agency and from one to fi1e firms or indi1iduals who do enough ad1ertising to warrant their appropriations going through an agency. (ou should go to the agency first and ma4e arrangements with it to employ you and pay you se1en per cent on the gross eBpenditures of all accounts which you 2ring to it? this se1en per cent to compensate you for getting the account and for writing the copy and otherwise ser1ing the client in the management of his ad1ertising appropriation. *ny relia2le agency will gladly gi1e you this amount for all the 2usiness you will 2ring. Then you go to a firm or indi1idual whose ad1ertising account you wish to handle and say in effect that you wish to go to wor4 (itho&t co"pe%satio%# Tell what you can do and what you intend to do for that particular firm that will help it sell more goods. !f the firm employs an ad1ertising manager you are to 2ecome 1irtually his assistant (itho&t pay, on one condition, namely, that the ad1ertising appropriation is to 2e placed through the agency with which you ha1e the connection. Through this arrangement the firm or indi1idual whose account you thus secure will get the 2enefit of your personal ser1ices, (itho&t cost, and pay no more for placing its ad1ertising through your agency than it would through any other. !f your can1ass is con1incing and you really ta4e the time to prepare your case, you will get your account without much argument. (ou can repeat this transaction until you ha1e as many accounts as you can handle ad1antageously, which, under ordinary conditions, will 2e not more than ten or twel1e? pro2a2ly less if one or more of your clients spends upwards of Q&H,@@@.@@ a year in ad1ertising. !f you are a competent writer of ad1ertising copy and ha1e the a2ility to create new and profita2le ideas for your clients you will 2e a2le to hold their 2usiness from year to year. (ou of course understand that you are not to accept more accounts than you can handle indi1idually. (ou should spend a portion of your time in the place of 2usiness of each of your clients? in fact you should ha1e a des4 and wor4ing eMuipment right on the grounds, so you can get firsthand information as to your clients6 sales pro2lems as well as accurate information as to their goods and wares. Through this sort of effort you will gi1e the ad1ertising agency a reputation for effecti1e ser1ice such as it would get in no other way, and you will please your clients 2ecause they will see satisfactory returns from your efforts. *s long as you 4eep the agency and the clients whom you ser1e satisfied your Eo2 is safe and you will ma4e money. * reasona2le eBpectation of returns under this plan would 2e a gross 2usiness of Q&H@,@@@.@@ a year, on which your se1en per cent would amount to Q$N,H@@.@@. * man or woman of unusual a2ility could run the figure much higher than this, up to, say, an income of Q&H,@@@.@@ a year, while the tendency would 2e, howe1er, to drop down to around QH,@@@.@@ to QN,H@@.@@, which are the figures that the Pa1erageP man or woman might reasona2ly eBpect to earn. (ou can see that the plan has possi2ilities. !t supplies independent wor4 and gi1es you one hundred per cent of your earning power. !t is 2etter than a position as ad1ertising manager, e1en if the position FG$KF

paid the same money, 2ecause it practically places you in a 2usiness of your own : one in which your name is constantly de1eloping a sur1i1al 1alue.

PLAN NUMBER THREE

This plan can 2e put into operation 2y almost any man or woman of a1erage intelligence, and with 2ut little preparation. /o to any first:class printer and ma4e arrangements with him to handle all the 2usiness you 2ring to him, allowing you a commission of say ten percent on the gross amount. Then go to the largest users of printed matter and get samples of e1erything in the way of printing that they use. Form a partnership or wor4ing arrangement with a commercial artist who will go o1er all this printed matter and where1er suita2le or appropriate he will impro1e the illustrations or ma4e illustrations where none were used 2efore, ma4ing a rough pencil s4etch which can 2e pasted to the original printed matter. Then, if you are not a writer of copy, form a wor4ing arrangement with someone who is and get him or her to go o1er the copy of the printed matter and impro1e it in e1ery respect possi2le. When the wor4 is complete go 2ac4 to the firm from whom you get the printed matter, ta4ing with you Muotations on the wor4 and show what can 2e done in the way of impro1ement. Say nothing a2out your Muotations, howe1er, until you ha1e shown how much you could impro1e the printed matter. (ou will pro2a2ly get the entire 2usiness of that firm 2y gi1ing that sort of ser1ice in connection with e1ery Eo2 of printing it has done. !f you perform your ser1ice properly you will soon ha1e all the 2usiness that your commercial artist, your copy writer and you can handle. !t ought to 2e good for QH,@@@.@@ a year apiece for you. *ny profits that you earn from the wor4 of others in connection with any of these plans will 2e a legitimate profit : a profit to which you will 2e entitled in return for your a2ility to organi;e and 2ring together the necessary talent and a2ility with which to perform satisfactory ser1ice. !f you go into the toy 2usiness you will 2e entitled to a profit on the wor4 of those who ma4e the toys 2ecause it will 2e through your a2ility that employment for them is a1aila2le. !t is more than li4ely that your 2rains and your a2ility, when added to that of those who wor4 with you or for you, will greatly increase their earning capacity : e1en to the eBtent that they can well afford to see you ma4e a small amount from their efforts beca&se they (ill be still ear%i% "&ch "ore tha% they co&ld ear% (itho&t yo&r &ida%ce* (ou are willing to ta4e any of these plans and ma4e a profit out of them, are you notL (ou see nothing wrong on your part, do youL !f you are an employee, wor4ing for some other person or firm, may it not 2e possi2le that the head of that firm or that indi1idual, with his a2ility to organi;e, finance, etc., is increasing your own earning capacity right nowL (ou want to get out of the employee class and 2ecome an employer. We do not 2lame you for that. +early e1ery normal person wants to do the same. The one 2est first step to ta4e is to ser1e the firm or indi1idual for whom you are wor4ing Eust as you would wish to 2e ser1ed if you were that indi1idual or the head of that firm. Who are the 2ig employers of help, todayL *re they the rich men6s sons who fell heir to employer: shipL +ot on your life< They are the men and women who came up from the ran4s of the most lowly sort of la2or? men and women who ha1e had no greater opportunity than you ha1e. They are in the positions that they hold 2ecause their superior a2ility has ena2led them intelligently to direct others. (ou can acMuire that a2ility if you will try. )ight in the town or city where you li1e there are people who pro2a2ly could 2enefit 2y 4nowing you, and who could undou2tedly 2enefit you in return. !n one section of the city li1es 3ohn Smith who FG$NF

*SP!)*T!O+ is greater than reali;ation, 2ecause it 4eeps us eternally clim2ing upward toward some unattained goal.

FG$'F

wishes to sell his grocery store and open a mo1ing picture theater. !n another section of the city is a man who has a mo1ing picture theater that he would li4e to trade for a grocery store. .an you 2ring them togetherL !f you can, you will ser1e 2oth and earn a nice remuneration. !n your town or city are people who want the products raised on the farms in the surrounding community. On those farms are farmers who raise farm products and who want to get them into the hands of those who li1e in town. !f you can find a way of carrying the farm products direct from the farm to the city or town consumer you will ena2le the farmer to get more for his products and the consumer to get those products for less, and still there will 2e a margin to pay you for your ingenuity in shortening the route 2etween producer and consumer. !n 2usiness there are, 2roadly spea4ing, two classes of people : the Producers and the .onsumers. The tendency of the times is to find some way of 2ringing these two together without so many intermediaries. Find a way to shorten the route 2etween producer and consumer and you will ha1e created a plan that will help these two classes and handsomely profit you. The la2orer is worthy of his hire. !f you can create such a plan you are entitled to a fair proportion of that which you sa1e for the consumer and also a fair proportion of that which you ma4e for the producer. UThe following 1erse from the Bi2le has 2een entered 2y 3ames ). HenryV IFor the scripture saith, thou shalt not mu;;le the oB that treadeth out the corn. *nd, The la2ourer is worthy of his reward.J $ Timothy HO$' >3, et us warn you that whate1er plan you create as a means of ma4ing money you had 2etter see that it slices off a little of the cost to the consumer instead of adding a little to that cost. The 2usiness of 2ringing producer and consumer together is a profita2le 2usiness when it is conducted fairly to 2oth, and without a greedy desire to et all there is i% si ht* The *merican pu2lic is wonderfully patient with profiteers who impose upon it, 2ut there is a pi1otal point 2eyond which e1en the shrewdest of them dare not go. !t may 2e all right to corner the diamond mar4et and run up enormously high the price of those white roc4s which are dug out of the ground in *frica without trou2le, 2ut when the prices of food and clothing and other necessities 2egin to soar s4yward there is a chance of someone getting into the 2ad graces of the *merican pu2lic. !f you cra1e wealth and are really 2ra1e enough to shoulder the 2urdens which go with it, re1erse the usual method of acMuiring it 2y gi1ing your goods and wares to the world at the lowest possi2le profit you can afford instead of eBacting all that you can with safety. Ford has found it profita2le to pay his wor4ers, %ot as little as he ca% et the" for, b&t as "&ch as his profits (ill per"it# He has also found it profita2le to reduce the price of his automo2ile to the consumer while other manufacturers 8many of whom ha1e long since failed9 continued to increase their price. There may 2e some perfectly good plans through the operation of which you could sMuee;e the consumer and still manage to 4eep out of Eail, 2ut you will enEoy much more peace of mind and in all pro2a2ility more profits in the long run if your plan, when you complete it, is 2uilt along the Ford lines. (ou ha1e heard 3ohn #. )oc4efeller a2used considera2ly, 2ut most of this a2use has 2een prompted 2y sheer en1y upon the part of those who would li4e to ha1e his money 2ut who ha1en6t the inclination to earn it. )egardless of your opinion of )oc4efeller, do not forget that he 2egan as a hum2le 2oo44eeper and that he gradually clim2ed to the top in the accumulation of money 2ecause of his a2ility to organi;e and direct other and less a2le men intelligently. This author can remem2er when he had to pay twenty: FG$%F

fi1e cents for a gallon of lamp oil and wal4 two miles through the hot sun and carry it home in a tin can in the 2argain. +ow, )oc4efeller6s wagon will deli1er it at the 2ac4 door, in the city or on the farm, at a little o1er half that sum. Who has a right to 2egrudge )oc4efeller his millions as long as he has reduced the price of a needed commodity. He could Eust as easily ha1e increased the price of lamp oil to half a dollar, 2ut we seriously dou2t that he would 2e a multi:millionaire today if he had done so. There are a lot of us who want money, 2ut ninety:nine out of e1ery hundred who start to create a plan through which to get money gi1e all their thought to the scheme through which to get hold of it and %o tho& ht to the service to be ive% i% ret&r% for it# * Pleasing Personality is one that ma4es use of !magination and .o:operation. We ha1e cited the foregoing illustrations of how ideas may 2e created to show you how to co:ordinate the laws of !magination, .o:operation and a Pleasing Personality. *naly;e any man who does not ha1e a Pleasing Personality and you will find lac4ing in that man the faculties of !magination and .o:operation also. This 2rings us to a suita2le place at which to introduce one of the greatest lessons on personality e1er placed on paper. !t is also one of the most effecti1e lessons on salesmanship e1er written, for the su2Eects of attractive perso%ality and salesmanship must always go hand in hand? they are insepara2le. ! ha1e reference to Sha4espeare6s masterpiece, -ar4 *ntony6s speech at the funeral of .aesar. Perhaps you ha1e read this oration, 2ut it is here presented with interpretations in parentheses which may help you to gather a new meaning from it. The setting for that oration was something li4e the followingO .aesar is dead, and Brutus, his slayer, is called on to tell the )oman mo2, that has gathered at the underta4er6s, why he put .aesar out of the way. Picture, in your imagination, a howling mo2 that was none too friendly to .aesar, and that already 2elie1ed that Brutus had done a no2le deed 2y murdering him. Brutus ta4es the platform and ma4es a short statement of his reasons for 4illing .aesar. .onfident that he has won the day he ta4es his seat. His whole demeanor is that of one who 2elie1es his word will 2e accepted without Muestion? it is one of haughtiness. -ar4 *ntony now ta4es the platform, 4nowing that the mo2 is antagonistic to him 2ecause he is a friend of .aesar. !n a low, hum2le tone of 1oice *ntony 2egins to spea4O A%to%y: PFor Brutus6 sa4e, ! am 2eholding to you.P Fo&rth !iti,e%: PWhat does he say of BrutusLP Third !iti,e%: PHe says, for Brutus6 sa4e, he finds himself 2eholding to us all.P Fo&rth !iti,e%: P6Twere 2est he spea4 no harm of Brutus here.P First !iti,e%: PThis .aesar was a tyrant.P Third !iti,e%: P+ay, that6s certain? we are 2lest that )ome is rid of him.P Seco%d !iti,e%: PPeace< et us hear what *ntony can say.P 8Here you will o2ser1e, in *ntony6s opening sentence, his cle1er method of Pneutrali;ingP the minds of his listeners.9 A%to%y: P(ou gentle )omans, :P 8*2out as PgentleP as a gang of Bolshe1i4s in a re1olutionary la2or meeting.9 All: PPeace, ho< et us hear him.P 8Had *ntony 2egun his speech 2y P4noc4ingP Brutus, the history of )ome would ha1e 2een different.9 A%to%y: PFriends, )omans, .ountrymen, lend me your ears? ! come to 2ury .aesar, not to praise him.P 8*llying himself with what he 4new to 2e the state of mind of his listeners.9 FG&@F

.O+/)*TU *T" yourself when you reach that degree of wisdom which prompts you to see less of the wea4nesses of others and more of your own, for you will then 2e wal4ing in the company of the really great.

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PThe e1il that men do li1es after them? The good is oft interred with their 2ones? So let it 2e with .aesar. The no2le Brutus Hath told you .aesar was am2itious? !f it were so, it was a grie1ous fault? *nd grie1ously hath .aesar answered it. Here, under lea1e of Brutus and the rest, : For Brutus is an honora2le man? So are they all, all honora2le men : .ome ! to spea4 at .aesar6s funeral. He was my friend : faithful,and Eust to me? But Brutus says he was am2itious? *nd Brutus is an honora2le man? He hath 2rought many capti1es home to )ome, Whose ransoms did the general coffers fill? #id this in .aesar seem am2itiousL When the poor ha1e cried, .aesar hath wept? *m2ition should 2e made of sterner stuff? (et Brutus says he was am2itious? *nd Brutus is an honora2le man. (ou all did see that on the upercal ! thrice presented him a 4ingly crown, Which he did thrice refuse. Was this am2itionL (et Brutus says he was am2itious? *nd, surely, he is an honora2le man. ! spea4 not to dispro1e what Brutus spo4e, But here ! am to spea4 what ! do 4now. (ou all did lo1e him once, not without cause? What cause withholds you then to mourn for himL O Eudgment< thou art fled to 2rutish 2easts, *nd men ha1e lost their reason. Bear with me, -y heart is in the coffin there with .aesar, *nd ! must pause till it come 2ac4 to me.P 8*t this point *ntony paused to gi1e his audience a chance to discuss hurriedly, among themsel1es, his opening statements. His o2Eect in doing this was to o2ser1e what effect his words were ha1ing, Eust as a master salesman always encourages his prospecti1e purchaser to tal4 so he may 4now what is in his mind.9 First !iti,e%: P-e thin4s there is much in his sayingsJ Seco%d !iti,e%: P!f thou consider rightly of the matter, .aesar has had great wrong.J Third !iti,e%: PHas he, mastersL ! fear there will 2e worse come in his place.P Fo&rth !iti,e%: P-ar46d ye his wordsL He would not ta4e the crownL Therefore 6tis certain he was not am2itious.P First !iti,e%: P!f it 2e found so, someone will dear a2ide it.P Seco%d !iti,e%: PPoor soul< his eyes are red as fire with weeping.P Third !iti,e%: PThere6s not a no2ler man in )ome than *ntony.P FG&&F

Fo&rth !iti,e%: P+ow mar4 him, he 2egins again to spea4P A%to%y: PBut yesterday the word of .aesar might Ha1e stood against the world? now lies he there, *nd none so poor to do him re1erence. O masters 8appealing to their 1anity9 if ! were disposed to stir (our hearts and minds to mutiny and rage, ! should do Brutus wrong and .assius wrong, Who, you all 4now, are honora2le men?P 8O2ser1e how often *ntony has repeated the term Phonora2le.P O2ser1e, also, how cle1erly he 2rings in the first suggestion that, perhaps, Brutus and .assius may not 2e as honora2le as the )oman mo2 2elie1es them to 2e. This suggestion is carried in the words PmutinyP and PrageP which he here uses for the first time, after his pause ga1e him time to o2ser1e that the mo2 was swinging o1er toward his side of the argument. O2ser1e how carefully he is PfeelingP his way and ma4ing his words fit that which he 4nows to 2e the frame of mind of his listeners.9 A%to%y: P! will not do them wrong? ! rather choose To wrong the dead, to wrong myself and you, Than ! will wrong such honora2le men.P 8.rystalli;ing his suggestion into hatred of Brutus and .assius, he then appeals to their curiosity and 2egins to lay the foundation for his climaB : a climaB which he 4nows will win the mo2 2ecause he is reaching it so cle1erly that the mo2 2elie1es it to 2e its own conclusion.9 A%to%y: PBut here6s a parchment, with the seal of .aesar? ! found it in his closet? 6tis his will? et 2ut the commons heart his testament, Which, pardon me, ! do not mean to read :P 8Tightening up on his appeal to their curiosity 2y ma4ing them 2elie1e he does not intend to read the will.9 P*nd they would go and 4iss dead .aesar6s wounds *nd dip their nap4ins in his sacred 2lood, (ea, 2eg a hair of him for memory, *nd, dying, mention it within their wills, BeMueathing it as a rich legacy Unto their issue.P 8Human nature al(ays wants that which is difficult to get, or that of which it is a2out to 2e depri1ed. O2ser1e how craftily *ntony has awa4ened the interest of the mo2 and made them want to hear the reading of the will, there2y preparing them to hear it with ope% "i%ds# This mar4s his second step in the process of Pneutrali;ingP their minds.9 All: PThe will, the will< We will hear .aesar6s will.P A%to%y: PHa1e patience, gentle friends, ! must not read it? !t is not meet you 4now how .aesar lo1ed you. FG&CF

(ou are not wood, you are not stones, 2ut men? *nd, 2eing men, hearing the will of .aesar, !t will inflame you? 8"Bactly what he wishes to do9 !t will ma4e you mad? 6Tis good you 4now not that you are his heirs, For if you should, O what will come of it<P Fo&rth !iti,e%: P)ead the will? we6ll hear it, *ntony, (ou shall read us the will? .aesar6s will.P A%to%y: PWill you 2e patientL Will you stay awhileL ! ha1e o6ershot myself to tell you of it? ! fear ! wrong the honora2le men Whose daggers ha1e sta226d .aesar, ! do fear it.P 8P#aggersPand Psta226dP suggest cruel murder. O2ser1e how cle1erly *ntony inEects this suggestion into his speech, and o2ser1e, also, how Muic4ly the mo2 catches its significance, 2ecause, un4nown to the mo2, *ntony has carefully prepared their minds to recei1e this suggestion.9 Fo&rth !iti,e%: PThey were traitors, honora2le men<P All: PThe will< The testament<P Seco%d !iti,e%: PThey were 1illains, murderers? the will<P 83ust what *ntony would ha1e said in the 2eginning, 2ut he 4new it would ha1e a more desira2le effect if he planted the thought in the minds of the mo2 and permitted them to say it themsel1es.9 A%to%y: P(ou will compel me then to read the willL Then ma4e a ring a2out the corpse of .aesar, *nd let me show you him that made the will. Shall ! descend, and will you gi1e me lea1eLP 8This was the point at which Brutus should ha1e 2egun to loo4 for a 2ac4 door through which to ma4e his escape.9 All: P.ome down.P Seco%d !iti,e%: P#escend.P Third !iti,e%: P)oom for *ntony, most no2le *ntony.P A%to%y: P+ay, press not so upon me, stand far off.P 8He 4new this command would ma4e them want to draw nearer, which is what he wanted them to do.9 All: PStand 2ac4. )oom.P A%to%y: P!f you ha1e tears, prepare to shed them now. (ou all do 4now this mantle? ! remem2er The first time e1er .aesar put it on? 6Twas on a summer6s e1ening, in his tent, That day he o1ercame the +er1ii? oo4, in this place ran .assius6 dagger through? See what a rent the en1ious .asca made? Through this the well:2elo1ed Brutus sta226d? *nd as he pluc4ed his cursed steel away, FG&GF

TH" word educate has its roots in the atin word Peduco,P which means to educe, to draw out, to de1elop from within. The 2est educated man is the one whose mind has 2een the most highly de1eloped.

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-ar4 how the 2lood of .aesar followed it, *s rushing out of doors, to 2e resol1ed !f Brutus so un4indly 4noc46d or no? For Brutus, as you 4now, was .aesar6s angel? 3udge, O you gods, how dearly .aesar lo1ed him< This was the most un4indest cut of all? For, when the no2le .aesar saw him sta2, !ngratitude, more strong than traitor6s arms, 7uite 1anMuish6d him? then 2urst his mighty heart? *nd, in his mantle muffling up his face, "1en at the 2ase of Pompey6s statua, Which all the while ran 2lood, great .aesar fell. O, what a fall was there, my countrymen< Then !, and you, and all of us fell down While 2loody treason flourish6d o1er us. O, now you weep, and ! percei1e you feel The dint of pity? these are gracious drops. >ind soul, why weep you when you 2ut 2ehold Our .aesar6s 1esture woundedL oo4 you here? Here is himself, marr6d, as you see, with traitors.P 8O2ser1e how *ntony now uses the words PtraitorsP Muite freely, 2ecause he 4nows that it is in harmony with that which is in the minds of the )oman mo2.9 First !iti,e%: PO piteous spectacle<P Seco%d !iti,e%: PO woeful day<P Third !iti,e%: PO woeful day<P First !iti,e%: PO most 2loody sight<P Seco%d !iti,e%: PWe will 2e re1enged.P 8Had Brutus 2een a wise man instead of a 2raggart he would ha1e 2een many miles from the scene 2y this tune.9 All: P)e1enge< *2out< See4< Burn< Fire< >ill< Slay< et not a traitor li1e<P 8Here *ntony ta4es the neBt step toward crystalli;ing the fren;y of the mo2 into actio%) 2ut, cle1er salesman that he is, does not try to force this action.9 A%to%y: PStay, countrymen.P First !iti,e%: PPeace there< Hear the no2le *ntony.P Seco%d !iti,e%: PWe6ll hear him, we6ll follow him, we6ll die with him.P 8From these words *ntony 4nows that he has the mo2 with him. O2ser1e how he ta4es ad1antage of this psychological moment : the moment for which all "aster sales"e% wait.9 FG&KF

A%to%y: P/ood friends, sweet friends, let me not stir you up to such a sudden flood of mutiny. They that ha1e done this deed are honora2le. What pri1ate griefs they ha1e, alas, ! 4now not, That made them do it? they were wise and honora2le, *nd will, no dou2t, with reasons answer you. ! come not, friends, to steal away your heartsO ! am no orator as Brutus is? But, as you 4now me all, a plain, 2lunt man, That lo1e my friend? and that they 4now full well That ga1e me pu2lic lea1e to spea4 of him? For ! ha1e neither wit, nor words, nor worth, *ction, nor utterance, nor the power of speech, To stir men6s 2lood? ! only spea4 right on? ! tell you that which you yoursel1es do 4now? Show you sweet .aesar6s wounds, poor, poor, dum2 mouths. *nd 2id them spea4 for me? 2ut were ! Brutus, *nd Brutus *ntony, there an *ntony Would ruffle up your spirits, and put a tongue !n e1ery wound of .aesar that should mo1e The stones of )ome to rise and mutiny.P All: PWe6ll mutiny.P First !iti,e%: PWe6ll 2urn the house of Brutus.P Third !iti,e%: P*way, then< .ome, see4 the conspirators.P A%to%y: P(et hear me, countrymen? yet hear me spea4<P All: PPeace, ho< Hear *ntony. -ost no2le *ntony<P A%to%y: PWhy, friends, you go to do you 4now not what? Wherein hath .aesar thus deser1ed your lo1eL *las, you 4now not? ! must tell you, then? (ou ha1e forgot the will ! told you of.P 8*ntony is now ready to play his trump card? he is ready to reach his climaB. O2ser1e how well he has marshaled his suggestions, step 2y step, sa1ing until the last his most important statement? the one on which he relied for actio%# !n the great field of salesmanship and in pu2lic spea4ing many a man tries to reach this point too soon? tries to PrushP his audience or his prospecti1e purchaser, and there2y loses his appeal.9 All: P-ost true? the will< et6s stay and hear the will.P A%to%y: PHere is the will, and under .aesar6s seal. To e1ery )oman citi;en he gi1es, To e1ery se1eral man, se1enty:fi1e drachmas.P Seco%d !iti,e%: P-ost no2le .aesar< we6ll re1enge his death.J Third !iti,e%: PO royal .aesar<P A%to%y: PHear me with patience.P All: PPeace, ho<P A%to%y: P-oreo1er, he hath left you all his wal4s, His pri1ate ar2ors and new planted orchards, FG&NF

On this side Ti2er? he hath left them you, *nd to your heirs fore1er? common pleasures, To wal4 a2road and recreate yourself. Here was a .aesar< When comes such anotherLP First !iti,e%: P+e1er, ne1er. .ome, away, away< We6ll 2urn his 2ody in the holy place, *nd with the 2rands fire the traitors6 houses. Ta4e up the 2ody.P Seco%d !iti,e%: P/o fetch fire.P Third !iti,e%: PPluc4 down 2enches.P Fo&rth !iti,e%: PPluc4 down forms, windows, any:thing.P *nd that was Brutus6 finish< He lost his case 2ecause he lac4ed the perso%ality and the good Eudgment with which to present his argument fro" the vie(poi%t of the 1o"a% "ob, as -ar4 *ntony did. His whole attitude clearly indicated that he thought pretty well of himself? that he was proud of his deed. We ha1e all seen people, in this day and time, who somewhat resem2le Brutus in this respect, 2ut, if we o2ser1e closely, we notice that they do not accomplish 1ery much. Suppose that -ar4 *ntony had mounted the platform in a PstruttingP attitude, and had 2egun his speech in this wiseO P+ow let me tell you )omans something a2out this man Brutus : he is a "&rderer at heart a%d : P he would ha1e gone no further, for the mo2 would ha1e howled him down. .le1er salesman and practical psychologist that he was, -ar4 *ntony so presented his case that it appeared not to 2e his own idea at all, 2ut that of the )oman mo2, itself. /o 2ac4 to the lesson on i%itiative and leadership and read it again, and as you read, compare the psychology of it with that of -ar4 *ntony6s speech. O2ser1e how the $yo&$ and not $I$ attitude toward others was emphasi;ed. O2ser1e, if you please, how this same point is emphasi;ed throughout this course, and especially in esson Se1en, on e%th&sias"# Sha4espeare was, 2y far, the most a2le psychologist and writer 4nown to ci1ili;ation? for that reason, all of his writings are 2ased upon unerring 4nowledge of the human mind. Throughout this speech, which he placed in the mouth of -ar4 *ntony, you will o2ser1e how carefully he assumed the $yo&$ attitude? so carefully that the )oman mo2 was sure that its decision was of its own ma4ing. ! must call your attention, howe1er, to the fact that -ar4 *ntony6s appeal to the self:interest of the )oman mo2 was of the crafty type, and was 2ased upon the stealth with which dishonest men often ma4e use of this principle in appealing to the cupidity and a1arice of their 1ictims. While -ar4 *ntony displayed e1idence of great self:control in 2eing a2le to assume, at the 2eginning of his speech, an attitude toward Brutus that was not real, at the same time it is o21ious that his entire appeal was 2ased upon his 4nowledge of how to influence the minds of the )oman mo2, through flattery. The two letters reproduced in esson Se1en, of this course, illustrate, in a 1ery concrete way, the 1alue of the $yo&$ and the fatality of the $I$ appeal. /o 2ac4 and read these letters again and o2ser1e how the more successful of the two follows closely the -ar4 *ntony appeal, while the other one is 2ased upon an appeal of Eust the opposite nature. Whether you are writing a sales letter, or preaching a sermon or writing an ad1ertisement, or a 2oo4, you will do well to follow the same principles employed 2y -ar4 *ntony in his famous speech. +ow let us turn our attention to the study of ways and means through which one may de1elop a pleasi% perso%ality# et us start with the first essential, which is character, for no one may ha1e a pleasi% perso%ality FG&'F

! H*," great wealth that can ne1er 2e ta4en away from me? that ! can ne1er sMuander? that cannot 2e lost 2y declining stoc4s or 2ad in1estments? ! ha1e the wealth of contentment with my lot in life.

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without the foundation of a sound, positi1e character. Through the principle of telepathy you PtelegraphP the nature of your character to those with whom you come in contact, which is responsi2le for what you ha1e often called an Pintuiti1eP feeling that the person whom you had Eust met, 2ut a2out whom you did not 4now 1ery much, was not trustworthy. (ou may em2ellish yourself with clothes of the neatest and latest design, and conduct yourself in a most pleasing manner as far as outside appearances go? 2ut if there is greed, and en1y, and hatred, and Eealousy, and a1arice, and selfishness in your heart, you will ne1er attract any, eBcept those characters which harmoni;e with your own. i4e attracts li4e, and you may 2e sure, therefore, that those who are attracted to you are those whose inward natures parallel your own. (ou may em2ellish yourself with an artificial smile that 2elies your feelings, and you may practice the art of hand:sha4ing so that you can imitate, perfectly, the 2and:sha4e of the person who is an adept at this art, 2ut, if these outward manifestations of an attractive perso%ality lac4 that 1ital factor called ear%est%ess of p&rpose they will repel instead of attract. How, then, may one 2uild character+ The first step in character 2uilding is rigid self-discipli%e: !n 2oth the second and eighth lessons of this course, you will find the formula through which you may shape your character after any pattern that you choose? 2ut ! repeat it here, as it is 2ased upon a principle that will 2ear much repetition, as followsO First: Select those whose characters were made up of the Mualities which you wish to 2uild into your own character, and then proceed, in the manner descri2ed in esson Two, to appropriate these Mualities, through the aid of A&to-s& estio%# .reate, in your imagination, a council ta2le and gather your characters around it each night, first ha1ing written out a clear, concise statement of the particular Mualities that you wish to appropriate from each. Then proceed to affirm or suggest to yourself, in outspo4en, audi2le words, that you are de1eloping the desired Mualities in yourself. *s you do this close your eyes and see, in your imagination, the figures seated around your imaginary ta2le, in the manner descri2ed in esson Two. Seco%d: Through the principles descri2ed in esson "ight, on self-co%trol, control your thoughts and 4eep your mind 1itali;ed with thoughts of a positi1e nature. et the dominating thought of your mind 2e a picture of the person that you intend to 2eO the person that yo& are deliberately b&ildi% , through this procedure. *t least a do;en times a day, when you ha1e a few minutes to yourself, shut your eyes and direct your thoughts to the figures which you ha1e selected to sit at your imaginary council ta2le? and feel, with a faith that 4nows 6O LI.ITATIO6, that you are actually growing to resem2le in character those figures of your choice. Third: Find at least one person each day, and more if possi2le, in whom you see some good Muality that is worthy of praise, and praise it# )emem2er, howe1er, that this praise must not 2e in the nature of cheap, insincere flattery? it must 2e genuine. Spea4 your words of praise with such earnestness that they will impress those to whom you spea4? then watch what happens. (ou will ha1e rendered those whom you praise a decided 2enefit of great 1alue to them? and, you will ha1e gone Eust one more step in the direction of de1eloping the ha2it of loo4ing for and finding the good Mualities in others. ! cannot o1eremphasi;e the far:reaching effects of this ha2it of praising, openly and enthusiastically, the good Mualities in others? for this ha2it will soon reward you with a feeling of self:respect and manifestation of gratitude from others, that will modify your entire personality. Here, again, the law of attraction enters, and those whom you praise will see, in you, the Mualities that you see in them. (our success in the application of this formula will 2e in eBact proportion to your faith in its soundness. ! do not merely 2elie1e that it is sound : I '%o( that it is : and the reason I '%o( is that ! ha1e used it successfully and ! ha1e also taught others how to use it successfully? therefore, ! ha1e a right to promise you that you can use it with eMual success. FGC@F

Furthermore, you can, with the aid of this formula, de1elop an attractive perso%ality so speedily that you will surprise all who 4now you. The de1elopment of such a personality is entirely within your own control, a fact which gi1es you a tremendous ad1antage and at the same time places upon you the responsi2ility if you fail or neglect to eBercise your pri1ilege. ! now wish to direct your attention to the reason for spea4ing, aloud, the affirmation that you are de1eloping the desired Mualities which you ha1e selected as the materials out of which to de1elop an attractive perso%ality# This procedure has two desira2le effects? namely : First: !t sets into motion the 1i2ration through which the thought 2ac4 of your words reaches and im2eds itself in your su2:conscious mind, where it ta4es root and grows until it 2ecomes a great mo1ing force in your outward, physical acti1ities, leading in the direction of transformation of the thought into reality. Seco%d: !t de1elops in you the a2ility to spea4 with force and con1iction which will lead, finally, to great a2ility as a pu2lic spea4er. +o matter what your calling in life may 2e, you should 2e a2le to stand upon your feet and spea4 con1incingly, as this is one of the most effecti1e ways of de1eloping an attractive perso%ality# Put feeling and emotion into your words as you spea4, and de1elop a deep, rich tone of 1oice. !f your 1oice is inclined to 2e high pitched, tone it down until it is soft and pleasing. (ou can ne1er eBpress an attractive perso%ality, to 2est ad1antage, through a harsh or shrill 1oice. (ou must culti1ate your 1oice until it 2ecomes rhythmical and pleasing to the ear. )emem2er that speech is the chief method of eBpressing your personality, and for this reason it is to your ad1antage to culti1ate a style that is 2oth forceful and pleasing. ! do not recall a single outstanding attractive perso%ality that was not made up, in part, of a2ility to spea4 with force and con1iction. Study the prominent men and women of today, where1er you find them, and o2ser1e the significant fact that the more prominent they are the more efficient are they in spea4ing forcefully. Study the outstanding figures of the past in politics and statesmanship and o2ser1e that the most successful ones were those who were noted for their a2ility to spea4 with force and con1iction. !n the field of 2usiness, industry and finance it seems significant, also, that the most prominent leaders are men and women who are a2le pu2lic spea4ers. !n fact no one may hope to 2ecome a prominent leader in any noteworthy underta4ing without de1eloping the a2ility to spea4 with forcefulness that carries con1iction. While the salesman may ne1er deli1er a pu2lic address, he will profit, ne1ertheless, if he de1elops the a2ility to do so, 2ecause this a2ility increases his power to tal4 con1incingly in ordinary con1ersation. et us now summari;e the chief factors which enter into the de1elopment of an attractive perso%ality, as followsO First: Form the ha2it of interesting yourself in other people? and ma4e it your 2usiness to find their good Mualities and spea4 of them in terms of praise. Seco%d: #e1elop the a2ility to spea4 with force and con1iction, 2oth in your ordinary con1ersational tones and 2efore pu2lic gatherings, where you must use more 1olume. Third: .lothe yourself in a style that is 2ecoming to your physical 2uild and the wor4 in which you are engaged. Fo&rth: #e1elop a positi1e character, through the aid of the formula outlined in this lesson. Fifth: earn how to sha4e hands so that you eBpress warmth of feeling and enthusiasm through this form of greeting. Sixth: *ttract other people to you 2y first Pattracting yourselfP to them. Seve%th: 1e"e"ber that yo&r o%ly li"itatio%, (ithi% reaso%, is the o%e (hich 4OG set &p i% FGC$F

"+THUS!*S- is the mainspring of the soul. >eep it wound up and you will ne1er 2e without power to get what you actually need.

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4OG1 O36 "i%d# These se1en points co1er the most important factors that enter into the de1elopment of an attractive perso%ality, 2ut it seems hardly necessary to suggest that such a personality will not de1elop of its own accord. It (ill develop, if yo& s&b"it yo&rself to the discipli%e herei% described, (ith a fir" deter"i%atio% to tra%sfor" yo&rself i%to the perso% that yo& (o&ld li'e to be# *s ! study this list of se1en important factors that enter into the de1elopment of an attractive perso%ality ! feel mo1ed to direct your attention to the second and the fourth as 2eing the "ost i"porta%t# !f you will culti1ate those finer thoughts, and feelings, and actions, out of which a positi1e character is 2uilt, and then learn to eBpress yourself with force and con1iction, you will ha1e de1eloped an attractive perso%ality, for it will 2e seen that out of this attainment will come the other Mualities here outlined. There is a great power of attractio% 2ac4 of the person who has a positi1e character, and this power eBpresses itself through unseen as well as 1isi2le sources. The moment you come within spea4ing distance of such a person, e1en though not a word is spo4en, the influence of the Punseen power withinP ma4es itself felt. "1ery PshadyP transaction in which you engage, e1ery negati1e thought that you thin4, and e1ery destructi1e act in which you indulge, destroys Eust so much of that Psu2tle somethingP within you that is 4nown as character# PThere is full confession in the glances of our eyes? in our smiles? in salutations? in the grasp of the hands. His sin 2edau2s him, mars all his good impression. -en 4now not why they do not trust him, 2ut they do not trust him. His 1ice glasses his eye, demeans his chee4, pinches the nose, sets the mar4 of 2east on the 2ac4 of the head, and writes, ]O fool< fool<[ on the forehead of a 4ing.P 8"merson.9 ! would direct your attention, now, to the first of the se1en factors that enter into the de1elopment of an attractive perso%ality# (ou ha1e o2ser1ed that all through this lesson ! ha1e gone into lengthy detail to show the material ad1antages of bei% a reeable to other people. Howe1er, the 2iggest ad1antage of all lies, not in the possi2ility of monetary or material gain which this ha2it offers, 2ut in the 2eautifying effect that it has upon the character of all who practice it. *cMuire the ha2it of ma4ing yourself agreea2le and you profit 2oth materially and mentally? for you will ne1er 2e as happy in any other way as you will 2e when you 4now that you are ma4ing others happy. )emo1e the chips from your shoulders and Muit challenging men to engage you in useless arguments< )emo1e the smo4ed glasses through which you see what you 2elie1e to 2e the P2luenessP of life and 2ehold the shining sunlight of friendliness in its stead. Throw away your hammer and Muit 4noc4ing, for surely you must 4now that the 2ig pri;es of life go to the b&ilders and not the destroyers# The man who 2uilds a house is an artist? the man who tears it down is a Eun4man. !f you are a person with a rieva%ce the world will listen to your 1itriolic Pra1ings,P pro1iding it does not Psee you comingP? 2ut, if you are a person with a "essa e of friendliness and optimism, it will listen 2ecause it wishes to do so. 6o perso% (ith a rieva%ce ca% be also a perso% (ith a% attractive perso%ality* The art of 2eing agreea2le : : 3ust that one simple trait : : is the 1ery foundation of all successful salesmanship. ! dri1e my automo2ile fi1e miles into the outs4irts of the city to purchase gasoline which ! could procure within two 2loc4s of my own garage @eca&se the "a% (ho r&%s the filli% statio% is a% artist) he "a'es it his b&si%ess to be a reeable# ! go there, not 2ecause he has cheaper gasoline, 2ut 2ecause ! enEoy the 1itali;ing effect of his attractive perso%ality* FGCCF

Fiftieth Street and Broadway, in +ew (or4, not 2ecause ! cannot find other good shoes at the same price, 2ut for the reason that -r. .o22, the manager of that particular )egal Store, has an attractive perso%ality# While he is fitting me with shoes, he ma4es it his 2usiness to tal4 to me on su2Eects which he 4nows to be close to "y heart# ! do my 2an4ing at the Harriman +ational Ban4, at Forty:fourth Street and Fifth *1enue, not 2ecause there are not scores of other good 2an4s much nearer my place of 2usiness? 2ut for the reason that the tellers, and the cashiers, and the lo22y detecti1e, and -r. Harriman, and all of the others, with whom ! come in contact, ma4e it their 2usiness to be a reeable# -y account is small 2ut they recei1e me as though it were large. ! greatly admire 3ohn #. )oc4efeller, 3r., not 2ecause he is the son of one of the world6s richest men? 2ut for the 2etter reason that he, too, has acMuired the art of bei% a reeable# !n the little city of ancaster, Pennsyl1ania, li1es -. T. /ar1in, a 1ery successful merchant whom ! would tra1el hundreds of miles to 1isit, not 2ecause he is a wealthy merchant, 2ut for the reason that he ma4es it his 2usiness to be a reeable# Howe1er, ! ha1e no dou2t that his material success is closely related to this no2le art of affa2ility which he has acMuired. ! ha1e in my 1est poc4et a Par4er fountain pen, and my wife and children ha1e pens of the same 2rand, not 2ecause there are not other good fountain pens, 2ut for the reason that I have bee% attracted to 7eor e S# Par'er o% acco&%t of his habit of bei% a reeable# -y wife ta4es the adies6 Home Eournal, not 2ecause there are not other good maga;ines of a similar nature, 2ut for the reason that we 2ecame attracted to the Eournal se1eral years ago, while "dward Bo4 was its editor, 2ecause he had acMuired the art of bei% a reeable# O ye struggling pilgrims, who are searching for the rain2ow6s end? ye drawers of water and hewers of wood, tarry for a moment 2y the wayside and learn a lesson from the successful men and women who ha1e succeeded 2ecause they acMuired the art of T bei% a reeable* (ou can win, for a time, through ruthlessness and stealth? you can garner in more of this world6s goods than you will need, 2y sheer force and shrewd strategy, without ta4ing the time or going to the trou2le of bei% a reeable) 2ut, sooner or later, you will come to that point in life at which you will feel the pangs of remorse and the emptiness of your well filled purse. ! ne1er thin4 of power and position and wealth that was attained 2y force, without feeling, 1ery deeply, the sentiment eBpressed 2y a man whose name ! dare not mention, as he stood at the tom2 of +apoleonO P* little while ago ! stood 2y the gra1e of the old +apoleon : a magnificent tom2 of gilt and gold, fit almost for a deity dead : and ga;ed upon the sarcophagus of rare and nameless mar2le, where rest at last the ashes of that restless man. ! leaned o1er the 2alustrade and thought a2out the career of the greatest soldier of the modem world. ! saw him at Toulon. ! saw him wal4ing upon the 2an4s of the Seine contemplating suicide. ! saw him putting down the mo2 in the streets of Paris. ! saw him at the head of the army in !taly. ! saw him crossing the 2ridge at odi with the tri:color in his hand. ! saw him in "gypt, in the shadows of the pyramids? ! saw him conMuer the *lps and mingle the eagles of France with the eagles of the crags. ! saw him at -arengo, at Ulm and at *usterlit;. ! saw him in )ussia, when the infantry of the snow and the ca1alry of the wild 2last scattered his legions li4e winter6s withered lea1es. ! saw him at eipsic in defeat and disaster : dri1en 2y a million 2ayonets 2ac4 upon Paris : clutched li4e a wild 2east : 2anished to "l2a. ! saw him escape and re:ta4e an empire 2y the force of his genius. ! saw him upon the frightful field of Waterloo, where chance and fate com2ined to wrec4 the fortunes of their former 4ing. *nd ! saw him at St. Helena, with his hands crossed 2ehind him, ga;ing out upon the sad and solemn sea. P! thought of the widows and orphans he had made, of the tears that had 2een shed for his glory, and of the only woman who e1er lo1ed him, pushed from his heart 2y the cold hand of am2ition. *nd ! FGCGF

+O man has the right to strain the relationship of friendly acMuaintance to the 2rea4ing point 2y as4ing or eBpecting of a friend that which might pro1e to 2e a 2urden to the friend.

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said ! would rather ha1e 2een a French peasant and worn wooden shoes? ! would rather ha1e li1ed in a hut with a 1ine growing o1er the door, and the grapes growing purple in the amorous 4isses of the autumn sun? ! would rather ha1e 2een that poor peasant, with my wife 2y my side 4nitting as the day died out of the s4y, with my children upon my 4nees and their arms a2out me? ! would rather ha1e 2een this man and gone down to the tongueless silence of the dreamless dust, than to ha1e 2een that imperial personation of force and murder, 4nown as +apoleon the /reat.P ! lea1e with you, as a fitting climaB for this lesson, the thought of this deathless dissertation on a man who li1ed 2y the sword of force and died an ignominious death, an outcast in the eyes of his fellow men? a sore to the memory of ci1ili;ation? a failure 2ecause : He did %ot ac-&ire the art of bei% a reeable* @eca&se he co&ld %ot or (o&ld %ot s&bordi%ate $self$ for the ood of his follo(ers#

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THE LAW OF SUCCESS

In Sixteen Lessons

Napoleon Hill

Teaching, for the First Time in the History of the World, the True Philosophy upon which all Personal Success is Built.

Originally PUB !SH"# in $%&' B( The )* STO+ U+!,")S!T( P)"SS -")!#"+, .O++.

.OP()!/HT, $%&', B( +*PO "O+ H! 000000 *ll )ights )eser1ed

Pu2lished By 3ames ). Henry *ctor, Filmma4er, 5 Business Owner

Printed in the US*

esson "le1en *..U)*T" THOU/HT

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!T is pardona2le to tell your friends, 2y tactful suggestion, of your needs, 2ut ta4e care not to as4 them outright for assistance if you would retain their friendship.

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THE LAW OF SUCCESS Lesson E&e'en ACCURATE THOUGHT

"You Can Do t if You !elie"e You Can#$ TH!S is at one and the same time the most i"porta%t, the most i%teresti% and the most difficult to present lesson of this entire course on the aw of Success. !t is important 2ecause it deals with a principle which runs through the entire course. !t is interesting for the same reason. !t is difficult to present for the reason that it will carry the a1erage student far 2eyond the 2oundary line of his common eBperiences and into a realm of tho& ht in which he is not accustomed to dwell. Unless you study this lesson with an open mind, you will miss the 1ery 4ey:stone to the arch of this course, and without this stone you can ne1er complete your Temple of Success. This lesson will 2ring you a conception of tho& ht which may carry you far a2o1e the le1el to which you ha1e risen 2y the e1olutionary processes to which you ha1e 2een su2Eected in the past? and, for this reason, you should not 2e disappointed if, at first reading, you do not fully understand it. -ost of us disbelieve that which we cannot understand, and it is with 4nowledge of this human tendency in mind that ! caution you against closing your mind if you do not grasp all that is in this lesson at the first reading. For thousands of years men made ships of wood, and of nothing else. They used wood 2ecause they 2elie1ed that it was the only su2stance that would float? 2ut that was 2ecause they had not yet ad1anced far enough in their thi%'i% process to understand the truth that steel will float, and that it is far superior to wood for the 2uilding of ships. They did not 4now that anything could float which was lighter than the amount of water is displaced, and until they learned of this great truth they went on ma4ing ships of wood. Until some twenty:fi1e years ago, most men thought that only the 2irds could fly, 2ut now we 4now that man can not only eMual the flying of the 2irds, 2ut he can eBcel it. -en did not 4now, until Muite recently, that the great open 1oid 4nown as the air is more ali1e and more sensiti1e than anything that is on the earth. They did not 4now that the spo4en word would tra1el through the ether with the speed of a flash of lightning, without the aid of wires. How could they 4now this when their minds had not 2een unfolded sufficiently to ena2le them to grasp itL The purpose of this lesson is to aid yo& in so unfolding and eBpanding your mind that you will 2e a2le to thi%' with accuracy, for this unfoldment will open to you a door that leads to all the power you will need in completing your Temple of Success. *ll through the preceding lessons of this course you o2ser1ed that we ha1e dealt with principles which any one could easily grasp and apply. (ou will also o2ser1e that these principles ha1e 2een so presented that they lead to s&ccess as measured 2y material wealth. This seemed necessary for the reason that to most people the word s&ccess and the word "o%ey are synonymous terms. O21iously, the pre1ious lessons of this course were intended for those who loo4 upon worldly things and material wealth as 2eing all that there is to s&ccess# Presenting the matter in another way, ! was conscious of the fact that the maEority of the students of this course would feel disappointed if ! pointed out to them a roadway to s&ccess that leads through other than the doorways of 2usiness, and finance, and industry? for it is a matter of common 4nowledge that most men want success that is spelled QU.."QQ< ,ery well : let those who are satisfied with this standard of s&ccess ha1e it? 2ut some there are who FGG$F

will want to go higher up the ladder, in search of s&ccess which is measured in other than material standards, and it is for their 2enefit in particular that this and the su2seMuent lessons of this course are intended.

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Acc&rate tho& ht in1ol1es two fundamentals which all who indulge in it must o2ser1e. First, to thin4 accurately you must separate facts from mere i%for"atio%# There is much PinformationP a1aila2le to you that is not 2ased upon facts. Second, you must separate facts into two classes? namely, the i"porta%t and the &%i"porta%t, or, the releva%t and the irreleva%t# Only 2y so doing can you thin4 clearly. *ll facts which you can use in the attainment of your defi%ite chief ai" are important and rele1ant? all that you cannot use are unimportant and irrele1ant. !t is mainly the neglect of some to ma4e this distinction which accounts for the chasm which separates so widely people who appear to ha1e eMual a2ility, and who ha1e had eMual opportunity. Without going outside of your own circle of acMuaintances you can point to one or more persons who ha1e had no greater opportunity than you ha1e had, and who appear to ha1e no more, and perhaps less, a2ility than you, who are achie1ing far greater success. *nd you wonder why< Search diligently and you will disco1er that all such people ha1e acMuired the ha2it of com2ining and using the i"porta%t facts which affect their line of wor4. Far from wor4ing harder than you, they are perhaps wor4ing less and with greater ease. By 1irtue of their ha1ing learned the secret of separating the i"porta%t facts from the &%i"porta%t, they ha1e pro1ided themsel1es with a sort of fulcrum and le1er with which they can mo1e with their little fingers loads that you cannot 2udge with the entire weight of your 2ody. The person who forms the ha2it of directing his attention to the i"porta%t facts out of which he is constructing his Temple of Success, there2y pro1ides himself with a power which may 2e li4ened to a trip:hammer which stri4es a ten:ton 2low as compared to a tac4:hammer which stri4es a one:pound 2low< !f these similes appear to 2e elementary you must 4eep in mind the fact that some of the students of this course ha1e not yet de1eloped the capacity to thin4 in more complicated terms, and to try to force them to do so would 2e the eMui1alent of lea1ing them hopelessly 2ehind. That you may understand the importance of distinguishing 2etween facts and mere i%for"atio%, study that type of man who is guided entirely 2y that which he hears? the type who is influenced 2y all the Pwhisperings of the winds of gossipP? that accepts, without analysis, all that here ads in the newspapers and Eudges others 2y what their enemies and competitors and contemporaries say a2out them. Search your circle of acMuaintances and pic4 out one of this type as an eBample to 4eep 2efore your mind while we are on this su2Eect. O2ser1e that this man usually 2egins his con1ersation with some such term as this : $I see by the papers,$ or $they say#$ The acc&rate thi%'er 4nows that the newspapers are not always accurate in their reports, and he also 4nows that what Pthey sayP usually carries more falsehood than truth. !f you ha1e not risen a2o1e the $I see by the papers,$ and the $they say$ class, you ha1e still far to go 2efore you 2ecome an acc&rate thi%'er# Of course, much truth and many facts tra1el in the guise of idle gossip and newspaper reports? 2ut the acc&rate thi%'er will not accept as such all that he sees and hears. This is a point which ! feel impelled to emphasi;e, for the reason that it constitutes the roc4s and reefs on which so many people flounder and go down to defeat in a 2ottomless ocean of false conclusions. !n the realm of legal procedure, there is a principle which is called the law of evide%ce) and the o2Eect of this law is to get at the facts# *ny Eudge can proceed with Eustice to all concerned, if he has the FGG&F

TH" great "dison failed ten thousand times 2efore he made the incandescent electric light wor4. #o not 2ecome discouraged and PMuitP if you fail once or twice 2efore ma4ing your plans wor4.

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facts upon which to 2ase his Eudgment, 2ut he may play ha1oc with innocent people if he circum1ents the law of evide%ce and reaches a conclusion or Eudgment that is 2ased upon hearsay i%for"atio%# The law of "1idence 1aries according to the su2Eect and circumstances with which it is used, 2ut you will not go far wrong if, in the a2sence of that which you 4now to 2e facts, you form your Eudgments on the hypothesis that only that part of the e1idence 2efore you which furthers your own interests (itho&t (or'i% a%y hardship o% others is 2ased upon facts# This is a crucial and i"porta%t point in this lesson? therefore, ! wish to 2e sure that you do not pass it 2y lightly. -any a man mista4es, 4nowingly or otherwise, eBpediency for fact) doing a thing, or refraining from doing it, for the sole reason that his action furthers his own interest without consideration as to whether it interferes with the rights of others. +o matter how regretta2le, it is true that most thin4ing of today, far from 2eing acc&rate, is 2ased upon the sole foundation of eBpediency. !t is ama;ing to the more ad1anced student of acc&rate tho& ht, how many people there are who are PhonestP when it is profita2le to them, 2ut find myriads of facts 8L9 to Eustify themsel1es in following a dishonest course when that course seems to 2e more profita2le or ad1antageous. +o dou2t you 4now people who are li4e that. The accurate thin4er adopts a standard 2y which he guides himself, and he follows that standard at all times, whether it wor4s always to his immediate ad1antage, or carries him, now and then, through the fields of disad1antage 8as it undou2tedly will9. The acc&rate thi%'er deals with facts, regardless of how they affect his own interests, for he 4nows that ultimately this policy will 2ring him out on top, in full possession of the o2Eect of his defi%ite chief ai" in life. He understands the soundness of the philosophy that the old philosopher, .roesus, had in mind when he saidO PThere is a wheel on which the affairs of men re1ol1e, and its mechanism is such that it pre1ents any man from 2eing al(ays fortunate.P The acc&rate thi%'er has 2ut one standard 2y which he conducts himself, in his intercourse with his fellow men, and that standard is o2ser1ed 2y him as faithfully when it 2rings him temporary disad1antage as it is when it 2rings him outstanding ad1antage? for, 2eing an acc&rate thi%'er, he 4nows that, 2y the law of a1erages, he will more than regain at some future time that which he loses 2y applying his standard to his own temporary detriment. (ou might as well 2egin to prepare yourself to understand that it reMuires the staunchest and most unsha4a2le character to 2ecome an acc&rate thi%'er, for you can see that this is where the reasoning of this lesson is leading. There is a certain amount of temporary penalty attached to acc&rate thi%'i% ) there is no denying this fact? 2ut, while this is true, it is also true that the compensating re(ard, in the aggregate, is so o1erwhelmingly greater that you will gladly pay this penalty. !n searching for facts it is often necessary to gather them through the sole source of 4nowledge and eBperience of others. !t then 2ecomes necessary to eBamine carefully 2oth the e1idence su2mitted and the person from whom the e1idence comes? and when the e1idence is of such a nature that it affects the interest of the witness who is gi1ing it, there will 2e reason to scrutini;e it all the more carefully, as witnesses who ha1e an interest in the e1idence that they are su2mitting often yield to the temptation to color and per1ert it to protect that interest. !f one man slanders another, his remar4s should 2e accepted, if of any weight at all, with at least a grain of the pro1er2ial salt of caution? for it is a common human tendency for men to find nothing 2ut e1il in those whom they do not li4e. The man who has attained to the degree of acc&rate thi%'i% that ena2les him to spea4 of his enemy without eBaggerating his faults, and minimi;ing his 1irtues, is the eBception and not the rule. FGGGF

Some 1ery a2le men ha1e not yet risen a2o1e this 1ulgar and self:destructi1e ha2it of 2elittling their enemies, competitors and contemporaries. ! wish to 2ring this common tendency to your attention with all possi2le emphasis, 2ecause it is a tendency that is fatal to acc&rate thi%'i% # Before you can 2ecome an acc&rate thi%'er, you must understand and ma4e allowance for the fact that the moment a man or a woman 2egins to assume leadership in any wal4 of life, the slanderers 2egin to circulate PrumorsP and su2tle whisperings reflecting upon his or her character. +o matter how fine one6s character is or what ser1ice he may 2e engaged in rendering to the world, he cannot escape the notice of those misguided people who delight in destroyi% instead of b&ildi% # incoln6s political enemies circulated the report that he li1ed with a colored woman. Washington6s political enemies circulated a similar report concerning him. Since 2oth incoln and Washington were southern men, this report was undou2tedly regarded 2y those who circulated it as 2eing at one and the same time the most fitting and degrading one they could imagine. But we do not ha1e to go 2ac4 to our first President to find e1idence of this slanderous nature with which men are gifted, for they went a step further, in paying their tri2utes to the late President Harding, and circulated the report that he had negro 2lood in his 1eins. When Woodrow Wilson came 2ac4 from Paris with what he 2elie1ed to 2e a sound plan for a2olishing war and settling international disputes, all eBcept the acc&rate thi%'er might ha1e 2een led to 2elie1e, 2y the reports of the $they say$ chorus, that he was a com2ination of +ero and 3udas !scariot. The little politicians, and the cheap politicians, and the Pinterest:paidP politicians, and the plain ignorants who did no thin4ing of their own, all Eoined in one mighty chorus for the purpose of destroying the o%e a%d o%ly "a% i% the history of the (orld (ho offered a pla% for abolishi% (ar# The slanderers 4illed 2oth Harding and Wilson : murdered them with 1icious lies. They did the same to incoln, only in a somewhat more spectacular manner, 2y inciting a fanatic to hasten his death with a 2ullet. Statesmanship and politics are not the only fields in which the acc&rate thi%'er must 2e on guard against the $they say$ chorus. The moment a man 2egins to ma4e himself felt in the field of industry or 2usiness, this chorus 2ecomes acti1e. !f a man ma4es a 2etter mouse:trap than his neigh2or, the world will ma4e a 2eaten path to his door? no dou2t a2out that? and in the gang that will trail along will 2e those who come, not to commend, 2ut to condemn and to destroy his reputation. The late 3ohn H. Patterson, president of the +ational .ash )egister .ompany, is a nota2le eBample of what may happen to a man who 2uilds a 2etter cash register than that of his neigh2or? yet, in the mind of the acc&rate thi%'er, there is not one scintilla of e1idence to support the 1icious reports that -r. Patterson6s competitors circulated a2out him. *s for Wilson and Harding, we may only Eudge how posterity will 1iew them 2y o2ser1ing how it has immortali;ed the names of incoln and Washington. Truth, alone, endures. *ll else must pass on with Time. The o2Eect of these references is not to eulogi;e those who stand in no particular need of eulogy? 2ut, it is to direct your attention to the fact that $they say$ e1idence is always su2Eect to the closest scrutiny? and all the more so when it is of a negati1e or destructi1e nature. +o harm can come from accepting, as fact, hearsay e1idence that is constructi1e? 2ut its opposite, if accepted at all, should 2e su2Eected to the closest inspection possi2le under the a1aila2le means of applying the law of e1idence. *s an acc&rate thi%'er, it is 2oth your pri1ilege and your duty to a1ail yourself of facts, e1en though you must go out of your way to get them. !f you permit yourself to 2e swayed to and fro 2y all manner of information that comes to your attention, you will ne1er 2ecome an acc&rate thi%'er) and if you do not thi%' acc&rately, you cannot 2e sure of attaining the o2Eect of your defi%ite chief ai" in life. -any a man has gone down to defeat 2ecause, due to his preEudice and hatred, he underestimated the 1irtues of his enemies or competitors. The eyes of the acc&rate thi%'er see facts : not the delusions of FGGHF

(OU are well on the road toward success if you ha1e such a 4een conception of life that you ne1er 2uild a plan which contemplates your reMuesting another person to do that which does not 2ring that person some corresponding ad1antage in return for compliance with your reMuest.

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preEudice, hate and en1y. *n acc&rate thi%'er must 2e something of a good sportsman : in that he is fair enough 8with himself at least9 to loo4 for 1irtues as well as faults in other people, for it is not without reason to suppose that all men ha1e some of each of these Mualities. P! do not 2elie1e that ! can afford to decei1e others : I '%o( I ca%%ot afford to deceive "yself*$ This must 2e the motto of the acc&rate thi%'er#

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With the supposition that these PhintsP are sufficient to impress upon your mind the importance of searching for facts until you are reasona2ly sure that you ha1e found them, we will ta4e up the Muestion of organi;ing, classifying and using these facts# oo4, once more, in the circle of your own acMuaintances and find a person who appears to accomplish more with less effort than do any of his associates. Study this man and you o2ser1e that he is a strategist in that he has learned how to arrange facts so that he 2rings to his aid the aw of !ncreasing )eturns which we descri2ed in a pre1ious lesson. The man who '%o(s that he is wor4ing with facts goes at his tas4 with a feeling of self-co%fide%ce which ena2les him to refrain from tempori;ing, hesitating or waiting to ma4e sure of his ground. He 4nows in ad1ance what the outcome of his efforts will 2e? therefore, he mo1es more rapidly and accomplishes more than does the man who must Pfeel his wayP 2ecause he is not sure that he is wor4ing with facts# The man who has learned of the ad1antages of searching for facts as the foundation of his thin4ing has gone a 1ery long way toward the de1elopment of acc&rate thi%'i% , 2ut the man who has learned how to separate facts into the i"porta%t and the &%i"porta%t has gone still further. The latter may 2e compared to the man who uses a trip:hammer, and there2y accomplishes at one 2low more than the former, who uses a tac4:hammer, can accomplish with ten thousand 2lows. et us analy;e, 2riefly, a few men who ha1e made it their 2usiness to deal with the i"porta%t or releva%t facts pertaining to their life:wor4. !f it were not for the fact that this course is 2eing adapted to the practical needs of men and women of the present wor4aday world, we would go 2ac4 to the great men of the past : Plato, *ristotle, "pictetus, Socrates, Solomon, -oses and .hrist : and direct attention to their ha2it of dealing with facts# Howe1er, we can find eBamples nearer our own generation that will ser1e our purpose to 2etter ad1antage at this particular point. !nasmuch as this is an age in which money is loo4ed upon as 2eing the most concrete proof of s&ccess, let us study a man who has accumulated almost as much of it as has any other man in the history of the world : 3ohn #. )oc4efeller. -r. )oc4efeller has one Muality that stands out, li4e a shining star, a2o1e all of his other Mualities? it is his ha2it of dealing only with the releva%t facts pertaining to his life:wor4. *s a 1ery young man 8and a 1ery poor young man, at that9 -r. )oc4efeller adopted, as his defi%ite chief ai", the accumulation of great wealth. !t is not my purpose, nor is it of any particular ad1antage, to enter into -r. )oc4efeller6s method of accumulating his fortune other than to o2ser1e that his "ost pro%o&%ced -&ality was that of insisting on facts as the 2asis of his 2usiness philosophy. Some there are who say that -r. )oc4efeller was not always fair with his competitors. That may or may not 2e true 8as accurate thin4ers we will lea1e the point undistur2ed9, 2ut no one 8not e1en his competitors9 e1er accused -r. )oc4efeller of forming Psnap:EudgmentsP or of underestimating the strength of his competitors. He not only recogni;ed facts that affected his 2usiness, where1er and whene1er he found them, 2ut he "ade it his b&si%ess to search for the" &%til he (as s&re he had fo&%d the"# FGGNF

Thomas *. "dison is another eBample of a man who has attained to greatness through the organi;ation, classification and use of releva%t facts# -r. "dison wor4s with natural laws as his chief aids? therefore, he "&st 2e sure of his facts 2efore he can harness those laws. "1ery time you press a 2utton and switch on an electric light, remem2er that it was -r. "dison6s capacity for organi;ing releva%t facts which made this possi2le. "1ery time you hear a phonograph, remem2er that -r. "dison is the man who made it a reality, through his persistent ha2it of dealing with releva%t facts# "1ery time you see a mo1ing picture, remem2er that it was 2orn of -r. "dison6s ha2it of dealing with i"porta%t and releva%t facts# !n the field of science releva%t facts are the tools with which men and women wor4. -ere information, or hearsay e1idence, is of no 1alue to -r. "dison? yet he might ha1e wasted his life wor4ing with it, as millions of other people are doing. Hearsay e1idence could ne1er ha1e produced the incandescent electric light, the phonograph or the mo1ing picture, and if it had, the phenomenon would ha1e 2een an Paccident.P !n this lesson we are trying to prepare the student to a1oid Paccidents.P The Muestion now arises as to what constitutes an i"porta%t and releva%t fact# The answer depends entirely upon what constitutes your defi%ite chief ai" in life, for an i"porta%t and releva%t fact is any fact which you can use, without interfering with the rights of others, in the attainment of that purpose. *ll other facts, as far as you are concerned, are superfluous and of minor importance at most. Howe1er, you can wor4 Eust as hard in organi;ing, classifying and using &%i"porta%t and irreleva%t facts as you can in dealing with their opposites, 2ut yo& (ill %ot acco"plish as "&ch#

SSSSSSSS
Up to this point we ha1e 2een discussing only one factor of acc&rate tho& ht, that which is 2ased upon deducti1e reasoning. Perhaps this is the point at which some of the students of this course will ha1e to thi%' along lines with which they are not familiar, for we come, now, to the discussion of tho& ht which does much more than gather, organi;e and com2ine facts# et us call this creative tho& ht* That you may understand why it is called creative tho& ht it is necessary 2riefly to study the process of e1olution through which the thi%'i% "a% has 2een created. Thi%'i% "a% has 2een a long time on the road of e1olution, and he has tra1eled a 1ery long way. !n the words of Eudge T. Troward 8in Bi2le -ystery and Bi2le -eaning9, PPerfected man is the apeB of the "1olutionary Pyramid, and this 2y a necessary seMuence.P et us trace thi%'i% "a% through the fi1e e1olutionary steps through which we 2elie1e he has tra1eled, 2eginning with the 1ery lowest? namely : $. The -ineral Period. Here we find life in its lowest form, lying motionless and inert? a mass of mineral su2stances, with no power to mo1e. &. Then comes the ,egeta2le Period. Here we find life in a more acti1e form, with intelligence sufficient to gather food, grow and reproduce, 2ut still una2le to mo1e from its fiBed moorings. C. Then comes the *nimal Period. Here we find life in a still higher and more intelligent form, with a2ility to mo1e from place to place. G. Then comes the Human or Thin4ing -an Period, where we find life in its highest 4nown form? the highest, 2ecause man can thi%', and 2ecause tho& ht is the highest 4nown form of organi;ed energy. !n the realm of tho& ht man 4nows no limitations. He can send his tho& hts to the stars with the Muic4ness of a flash of lightning. He can gather facts and assem2le them in new and 1arying FGG'F

S* "S-*+SH!P consists 1ery largely in >+OW!+/ and in SHOW!+/ the prospecti1e 2uyer the real merits of the goods or ser1ice you are trying to sell.

FGG%F

com2inations. He can create hypotheses and translate them into physical reality, through tho& ht# He can reason 2oth inducti1ely and deducti1ely. H. Then comes the Spiritual Period. On this plane the lower forms of life, descri2ed in the pre1iously mentioned four periods, con1erge and 2ecome infinitude in nature. *t this point thi%'i% "a% has unfolded, eBpanded and grown until he has proEected his thin4ing a2ility into i%fi%ite i%telli e%ce# *s yet, thi%'i% "a% is 2ut an infant in this fifth period, for he has not learned how to appropriate to his own use this i%fi%ite i%telli e%ce called Spirit. -oreo1er, with a few rare eBceptions, man has not yet recogni;ed thought as the connecting lin4 which gi1es him access to the power of i%fi%ite i%telli e%ce# These eBceptions ha1e 2een such men as -oses, Solomon, .hrist, Plato, *ristotle, Socrates, .onfucius and a comparati1ely small num2er of others of their type. Since their time we ha1e had many who partly unco1ered this great truth? yet the tr&th, itself, is as a1aila2le now as it was then. To ma4e use of creative tho& ht, one must wor4 1ery largely on faith, which is the chief reason why more of us do not indulge in this sort of tho& ht# The most ignorant of the race can thi%' in terms of deducti1e reasoning, in connection with matters of a purely physical and material nature, 2ut to go a step higher and thi%' in terms of i%fi%ite i%telli e%ce is another Muestion. The a1erage man is totally at sea the moment he gets 2eyond that which he can comprehend with the aid of his fi1e physical senses of seeing, hearing, feeling, smelling and tasting. I%fi%ite i%telli e%ce wor4s through none of these agencies and we cannot in1o4e its aid through any of them. How, then, may one appropriate the power of i%fi%ite i%telli e%ce+ is 2ut a natural Muestion. *nd the answer isO Thro& h creative tho& ht* To ma4e clear the eBact manner in which this is done ! will now call your attention to some of the preceding lessons of this course through which you ha1e 2een prepared to understand the meaning of creative tho& ht# !n the second lesson, and to some eBtent in practically e1ery other lesson that followed it, up to this one, you ha1e o2ser1ed the freMuent introduction of the term P*uto:suggestion.P 8Suggestion that you ma4e to yourself.9 We now come 2ac4 to that term again, 2ecause *uto:suggestion is the telegraph line, so to spea4, o1er which you may register in your su2conscious mind a description or plan of that which you wish to create or acMuire in physical form. !t is a process you can easily learn to use. The su2:conscious mind is the intermediary 2etween the conscious thi%'i% mind and i%fi%ite i%telli e%ce, and you can in1o4e the aid of i%fi%ite i%telli e%ce only through the medium of the su2: conscious mind, 2y gi1ing it clear instructions as to what you want. Here you 2ecome familiar with the psychological reason for a defi%ite chief ai"# !f you ha1e not already seen the importance of creating a defi%ite chief ai" as the o2Eect of your life:wor4, you will undou2tedly do so 2efore this lesson shall ha1e 2een mastered. >nowing, from my own eBperience as a 2eginner in the study of this and related su2Eects, how little ! understood such terms as PSu2:conscious -indP and P*uto:suggestionP and $!reative Tho& ht,$ ! ha1e ta4en the li2erty, throughout this course, of descri2ing these terms through e1ery concei1a2le simile and illustration, with the o2Eect of ma4ing their meaning and the method of their application so clear that no student of this course can possi2ly fail to understand. This accounts for the repetition of terms which you will o2ser1e throughout the course, and at the same time ser1es as an apology to those students who ha1e already ad1anced far enough to grasp the meaning of much that the 2eginner will not understand at first reading. The su2:conscious mind has one outstanding characteristic to which ! will now direct your attention? namely, it records the s& estio%s (hich yo& se%d it thro& h A&to-s& estio%, a%d i%vo'es the aid of i%fi%ite i%telli e%ce i% tra%slati% these s& estio%s i%to their %at&ral physical for", thro& h FGH@F

%at&ral "ea%s (hich are i% %o (ay o&t of the ordi%ary# !t is important that you understand the foregoing sentence, for, if you fail to understand it, you are li4ely to fail, also, to understand the importance of the 1ery foundation upon which this entire course is 2uilt : that fo&%datio% bei% the pri%ciple of i%fi%ite i%telli e%ce, which may 2e reached and appropriated at will through aid of the law of the P-aster -indP descri2ed in the !ntroductory esson. Study carefully, thoughtfully and with meditation, the entire preceding paragraph. The su2:conscious mind has another outstanding characteristic : it accepts and acts upon all suggestions that reach it, whether they are constructi1e or destructi1e, and whether they come from the outside or from your own conscious mind. (ou can see, therefore, how essential it is for you to o2ser1e the law of e1idence and carefully follow the principles laid down in the 2eginning of this lesson, in the selection of that which you will pass on to your su2:conscious mind through *uto:suggestion. (ou can see why one must search diligently for facts, and why one cannot afford to lend a recepti1e ear to the slanderer and the scandalmonger : for to do so is the eMui1alent of feeding the su2:conscious mind with food that is poison and ruinous to creati1e thought. The su2:conscious mind may 2e li4ened to the sensiti1e plate of a camera on which the picture of any o2Eect placed 2efore the camera will 2e recorded. The plate of the camera does not choose the sort of picture to 2e recorded on it, it records anything which reaches it through the lens. The conscious mind may 2e li4ened to the shutter which shuts off the light from the sensiti;ed plate, permitting nothing to reach the plate for record eBcept that which the operator wishes to reach it. The lens of the camera may 2e li4ened to *uto:suggestion, for it is the medium which carries the image of the o2Eect to 2e registered, to the sensiti;ed plate of the camera. *nd i%fi%ite i%telli e%ce may 2e li4ened to the one who de1elops the sensiti;ed plate, after a picture has 2een recorded on it, thus 2ringing the picture into physical reality. The ordinary camera is a splendid instrument with which to compare the whole process of creative tho& ht# First comes the selection of the o2Eect to 2e eBposed 2efore the camera. This represents one6s defi%ite chief ai" in life. Then comes the actual operation of recording a clear outline of that p&rpose, through the lens of *uto:suggestion, on the sensiti;ed plate of the su2:conscious mind. Here i%fi%ite i%telli e%ce steps in and de1elops the outline of that p&rpose in a physical form appropriate to the nature of the purpose. The part which yo& must play is clear< (ou select the picture to 2e recorded =defi%ite chief ai"># Then you fiB your conscious mind upon this purpose with such intensity that it communicates with the su2:conscious mind, through *uto: suggestion, and registers that picture. (ou then 2egin to watch for and to eBpect manifestations of physical reali;ation of the su2Eect of that picture. Bear in mind the fact that you do not sit down and wait, nor do you go to 2ed and sleep, with the eBpectation of awa4ing to find that i%fi%ite i%telli e%ce has showered you with the o2Eect of your defi%ite chief ai"# (ou go right ahead, in the usual way, doing your daily wor4 in accordance with the instructions laid down in esson +ine of this course, (ith f&ll faith a%d co%fide%ce that %at&ral (ays a%d "ea%s for the attai%"e%t of the ob0ect of yo&r defi%ite p&rpose (ill ope% to yo& at the proper ti"e a%d i% a s&itable "a%%er# The way may not open suddenly, from the first step to the last, 2ut it may open one step at a time. Therefore, when you are conscious of an opportunity to ta4e the first step, ta4e it without hesitation, and do the same when the second, and the third, and all su2seMuent steps, essential for the attainment of the o2Eect of your defi%ite chief ai", are manifested to you. I%fi%ite i%telli e%ce will not 2uild you a home and deli1er that home to you, ready to enter? 2ut i%fi%ite i%telli e%ce will open the way and pro1ide the necessary means with which yo& may 2uild your own house. I%fi%ite i%telli e%ce will not command the cashier of your 2an4 to place a definite sum of money to FGH$F

*+( man may 2ecome great 2y doing the common:place things of life in a great spirit, with a genuine desire to 2e of helpful ser1ice to others, regardless of his calling.

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your credit, Eust 2ecause you suggested this to your su2conscious mind? 2ut i%fi%ite i%telli e%ce will open to you the way in which you may earn or 2orrow that money and place it to your own credit. I%fi%ite i%telli e%ce will not throw out the present incum2ent of the White House and ma4e you President in his place? 2ut i%fi%ite i%telli e%ce would most li4ely proceed, under the proper circumstances, to influence you to prepare yourself to fill that position with credit and then help you to attain it through the regular method of procedure. #o not rely upon the performance of miracles for the attainment of the o2Eect of your defi%ite chief ai") rely upon the power of i%fi%ite i%telli e%ce to guide you, through natural channels, and with the aid of natural laws, for its attainment. #o not eBpect i%fi%ite i%telli e%ce to 2ring to you the o2Eect of your defi%ite chief ai") instead, eBpect i%fi%ite i%telli e%ce to direct yo& to(ard that ob0ect# *s a 2eginner, do not eBpect i%fi%ite i%telli e%ce to mo1e Muic4ly in your 2ehalf? 2ut, as you 2ecome more adept in the use of the principle of *uto:suggestion, and as you de1elop the faith and &%dersta%di% reMuired for its Muic4 reali;ation, you can create a defi%ite chief ai" and witness its immediate translation into physical reality. (ou did not wal4 the first time you tried, 2ut now, as an adult 8an adept at wal4ing9, you wal4 without effort. (ou also loo4 down at the little child as it wo22les around, trying to wal4, and laugh at its efforts. *s a 2eginner in the use of creative tho& ht, you may 2e compared to the little child who is learning to ta4e its first step. ! ha1e the 2est of reasons for 4nowing that this comparison is accurate, 2ut ! will not state them. ! will let you find out your own reason, in your own way. >eep in mind, always, the principle of evol&tio% through the operation of which e1erything physical is eternally reaching upward and trying to complete the cycle 2etween fi%ite and i%fi%ite intelligences. -an, himself, is the highest and most noteworthy eBample of the wor4ing of the principle of e1olution. First, we find him down in the minerals of the earth, where there is life 2ut no intelligence. +eBt, we find him raised, through the growth of 1egetation 8e1olution9, to a much higher form of life, where he enEoys sufficient intelligence to feed himself. +eBt, we find him functioning in the animal period, where he has a comparati1ely high degree of intelligence, with a2ility to mo1e around from place to place. astly, we find him risen a2o1e the lower species of the animal 4ingdom, to where he functions as a thi%'i% entity, with a2ility to appropriate and use i%fi%ite i%telli e%ce# O2ser1e that he did not reach this high state all at one 2ound. He clim2ed : step 2y step, perhaps through many reincarnations. >eep this in mind and you will understand why you cannot reasona2ly eBpect i%fi%ite i%telli e%ce to circum1ent the natural laws and turn man into the storehouse of all '%o(led e and all po(er until he has prepared himself to use this 4nowledge and power with higher than finite intelligence. !f you want a fair eBample of what may happen to a man who suddenly comes into control of power, study some newly:rich or someone who has inherited a fortune. -oney:power in the hands of 3ohn #. )oc4efeller is not only in safe hands, 2ut it is in hands where it is ser1ing man4ind throughout the world, 2lotting out ignorance, destroying contagious disease and ser1ing in a thousand other ways of which the a1erage indi1idual 4nows nothing. But place 3ohn #. )oc4efeller6s fortune in the hands of some young lad who has not yet finished high school and you might ha1e another story to tell, the details of which your own imagination and your 4nowledge of human nature will supply. ! will ha1e more to say on this su2Eect in esson Fourteen. !f you ha1e e1er done any farming, you understand that certain preparations are necessary 2efore a crop can 2e produced from the ground. (ou 4now, of course, that grain will not grow in the woods, that it reMuires sunshine and rain for its growth. i4ewise, you understand that the farmer must plow the soil and properly pla%t the rai%# FGHCF

*fter all this has 2een done, he then waits on 6at&re to do her share of the wor4? and she does it in due time, without outside help. This is a perfect simile which illustrates the method through which one may attain the o2Eect of one6s defi%ite chief ai"# First comes the preparing of the soil to recei1e the seed, which is represented 2y faith and i%fi%ite i%telli e%ce and understanding of the principle of *uto:suggestion and the su2:conscious mind through which the seed of a defi%ite p&rpose may 2e planted. Then comes a period of waiting and wor4ing for the reali;ation of the o2Eect of that p&rpose# #uring this period, there must 2e continuous, intensified faith, which ser1es as the sunshine and the rain, without which the seed will wither and die in the ground. Then comes reali;ation, har1est:time. *nd a wonderful har1est ca% 2e 2rought forth. ! am fully conscious of the fact that much of that which ! am stating will not 2e understood 2y the 2eginner, at the first reading, for ! ha1e in mind my own eBperiences at the start. Howe1er, as the e1olutionary process carries on its wor4 8and it will do so? ma4e no mista4e a2out this9 all the principles descri2ed in this and in all other lessons of this course, will 2ecome as familiar to you as did the multiplication ta2le after you had mastered it? and, what is of greater importance still, these principles will wor4 with the same un1arying certainty as does the principle of multiplication. "ach lesson of this course has pro1ided you with defi%ite instructions to follow. The instructions ha1e 2een simplified as far as possi2le, so anyone can understand them. +othing has 2een left to the student eBcept to follow the instructions and supply the faith in their soundness without which they would 2e useless. !n this lesson you are dealing with four maEor factors to which ! would again direct your attention with the reMuest that you familiari;e yourself with them. They areO *uto:suggestion, the Su2:conscious -ind, .reati1e Thought and !nfinite !ntelligence. These are the four roadways o1er which you must tra1el in your upward clim2 in Muest of 4nowledge. O2ser1e that yo& control three of these. O2ser1e, also : and this is especially emphasi;ed : that upon the manner in which you tra1erse these three roadways will depend the ti"e and place at which they will con1erge into the fourth, or i%fi%ite i%telli e%ce# (ou understand what is meant 2y the terms *utosuggestion and Su2:conscious -ind. et us ma4e sure that you understand, also, what is meant 2y the term .reati1e Thought. This means tho& ht of a positi1e, non:destructi1e, creati1e nature. The o2Eect of esson "ight, on Self:control, was to prepare you to understand and successfully apply the principle of .reati1e Thought. !f you ha1e not mastered that lesson you are not ready to ma4e use of .reati1e Thought in the attainment of your defi%ite chief ai"# et me repeat a simile already used 2y saying that your su2:conscious mind is the field or the soil in which you sow the seed of your defi%ite chief ai"# .reati1e Thought is the instrument with which you 4eep that soil fertili;ed and conditioned to awa4en that seed into growth and maturity. (our su2conscious mind will not germinate the seed of your defi%ite chief ai" nor will i%fi%ite i%telli e%ce translate that p&rpose into physical reality if you fill your mind with hatred, and en1y, and Eealousy, and selfishness and greed. These negati1e or destr&ctive tho& hts are the weeds which will cho4e out the seed of your defi%ite p&rpose# !reative tho& ht pre:supposes that you will 4eep your mind in a state of eBpectancy of attainment of the o2Eect of your defi%ite chief ai") that you will ha1e full faith and confidence in its attainment in due course and in due order. !f this lesson does that which it was intended to do, it will 2ring you a fuller and deeper reali;ation of the third lesson of this course, on Self:confidence. *s you 2egin to learn how to plant the seed of your desires in the fertile soil of your su2:conscious mind, and how to fertili;e that seed until it springs into life and action, you will then ha1e reason, indeed, to 2elie1e in yourself. *nd, after you ha1e reached this point in the process of your e1olution, you will ha1e sufficient FGHGF

)"-"-B") that your real wealth can 2e measured, not 2y what you ha1e, 2ut, 2y what you are.

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'%o(led e of the real so&rce fro" (hich yo& are dra(i% yo&r po(er, to ive f&ll credit to i%fi%ite i%telli e%ce for all that you had pre1iously credited to your Self:confidence.

SSSSSSSS
*uto:suggestion is a powerful weapon with which one may rise to heights of great achie1ement, when it is used constructi1ely. Used in a negati1e manner, howe1er, it may destroy all possi2ility of success, and if so used continuously it will actually destroy health. .areful comparison of the eBperiences of leading physicians and psychiatrists disclosed the startling information that approBimately se1enty:fi1e per cent of those who are ill are suffering from hypochondria, which is a mor2id state of mind causing useless anBiety a2out one6s health. Stated in plain language, the hypochondriac is a person who 2elie1es he or she is suffering with some sort of imaginary disease, and often these unfortunates 2elie1e they ha1e e1ery disease of which they e1er heard the name. Hypochondriacal conditions are generally super:induced 2y auto:intoBication, or poisoning through failure of the intestinal system to throw off the waste matter. The person who suffers with such a toBic condition is not only una2le to thin4 with accuracy, 2ut suffers from all sorts of per1erted, destructi1e, illusory thoughts. -any sic4 people ha1e tonsils remo1ed, or teeth pulled, or the appendiB ta4en out, when their trou2le could ha1e 2een remo1ed with an internal 2ath and a 2ottle of .itrate of -agnesia 8with due apologies to my friends, the physicians, one of the leading of whom ga1e me this information9. Hypochondria is the 2eginning of most cases of insanity< #r. Henry ). )ose is authority for the following typical eBample of the power of *uto:suggestionO P[!f my wife dies ! will not 2elie1e there is a /od6 His wife was ill with pneumonia, and this is the way he greeted me when ! reached his home. She had sent for me 2ecause the doctor had told her she could not reco1er. 8-ost doctors 4now 2etter than to ma4e a statement such as this in the presence of a patient.9 She had called her hus2and and two sons to her 2edside and 2idden them good:2y. Then she as4ed that !, her minister, 2e sent for. ! found the hus2and in the front room so22ing and the sons doing their 2est to 2race her up. When ! went into her room she was 2reathing with difficulty, and the trained nurse told me she was 1ery low. P! soon found that -rs. +0 had sent for me to loo4 after her two sons after she was gone. Then ! said to herO ](ou mustn6t gi1e up. (OU *)" +OT /O!+/ TO #!"< (ou ha1e always 2een a strong and healthy woman and ! do not 2elie1e /od wants you to die and lea1e your 2oys to me or anyone else.[ P! tal4ed to her along this line and then read the $@Cd Psalm and made a prayer in which ! prepared her to get well rather than to enter eternity. ! told her to put her faith in /od and throw her mind and will against e1ery thought of dying. Then ! left her, saying, ]! will come again after the church ser1ice, and ! will then find you much 2etter.[ PThis was on Sunday morning. ! called that afternoon. Her hus2and met me with a smile. He said that the moment ! had gone his wife called him and the 2oys into the room and saidO ]#r. )ose says that ! am not going to die? that ! am going to get well, and ! am.[ PShe did get well. But what did itL Two things *uto:suggestion, super induced 2y the suggestion ! had gi1en her, and faith on her part. ! came Eust in the nic4 of time, and so great was her faith in me that ! was a2le to inspire faith in herself. !t was that faith that tipped the scales and 2rought her through the pneumonia. +o medicine can cure pneumonia. The physicians admit that. There are cases of pneumonia, perhaps, that nothing can cure. We all sadly agree to that, 2ut there are times, as in this case, when the mind, if wor4ed upon and wor4ed with in Eust the right way, will turn the tide. While there is life there is hope? 2ut hope must rule supreme and do the good that hope was intended to do. PHere is another remar4a2le case showing the power of the human mind when used constructi1ely. FGHKF

* physician as4ed me to see -rs. H0. He said there was nothing organically wrong with her, 2ut she Eust wouldn6t eat. Ha1ing made up her mind that she could not retain anything on her stomach, she had Muit eating, and was slowly star1ing herself to death. ! went to see her and found, first, that she had no religious 2elief. She had lost her faith in /od. ! also found that she had no confidence in her power to retain food. -y first effort was to restore her faith in the *lmighty and to get her to 2elie1e that He was with her and would gi1e her power. Then ! told her that she could eat anything she wanted. True, her confidence in me was great and my statement impressed her. She 2egan to eat from that day< She was out of her 2ed in three days, for the first time in wee4s. She is a normal, healthy and happy woman today. PWhat did itL The same forces as those descri2ed in the preceding case? outside suggestion 8which she accepted in faith and applied, through self:suggestion9 and inward confidence. PThere are times when the mind is sic4 and it ma4es the 2ody sic4. *t such times it needs a stronger mind to heal it 2y gi1ing it direction and especially 2y gi1ing it confidence and faith in itself. This is called suggestion. !t is transmitting your confidence and power to another, and with such force as to ma4e the other 2elie1e as you wish and do as you will. !t need not 2e hypnotism. (ou can get wonderful results with the patient wide awa4e and perfectly rational. The patient must 2elie1e in you and you must understand the wor4ings of the human mind in order to meet the arguments and Muestions of the patient. "ach one of us can 2e a healer of this sort and thus help our fellow men. P!t is the duty of e1ery person to read some of the 2est 2oo4s on the forces of the human mind and learn what ama;ing things the mind can do to 4eep people well and happy. We see the terri2le things that wrong thin4ing does to people, e1en going to such lengths as to ma4e them positi1ely insane. !t is high time we found out the good things the mind can do, not only to cure mental disorders, 2ut physical diseases as wellP (ou should del1e deeper into this su2Eect. ! do not say the mind can cure e1erything. There is no relia2le e1idence that certain forms of cancer ha1e 2een cured 2y thin4ing or faith or any mental or religious process. !f you would 2e cured of cancer you must ta4e it at the 1ery 2eginning and treat it surgically. There is no other way, and it would 2e criminal to suggest that there is. But the mind can do much with so many types of human indisposition and disease that we ought to rely upon it more often than we do. +apoleon, during his campaign in "gypt, went among his soldiers who were dying 2y the hundreds of the 2lac4 plague. He touched one of them and lifted a second, to inspire the others not to 2e afraid, for the awful disease seemed to spread as much 2y the aid of the imagination as in any other way. /oethe tells us that he himself went where there was malignant fe1er and ne1er contracted it 2ecause he put forth his will. These giants among men 4new something W" *)" S OW ( B"/!++!+/ TO F!+# OUT : the po(er of A&to-s& estio%* This means the influence we ha1e upon oursel1es 2y 2elie1ing we cannot catch a disease or 2e sic4. There is something a2out the operation of the automatic or su2:conscious mind 2y which it rises a2o1e disease germs and 2ids defiance to them when we resol1e not to let the thought of them frighten us, or when we go in and out among the sic4, e1en the contagiously sic4, without thin4ing anything a2out it. P!magination will 4ill a cat,P so runs the old adage. !t certainly will 4ill a man, or, on the other hand, it will help him rise to heights of achie1ement of the most astounding nature, pro1iding he uses it as the 2asis of self:confidence. There are authentic cases on record of men ha1ing actually died 2ecause they imagined they were cut 2y a 4nife across the Eugular 1ein, when in reality a piece of ice was used and water was allowed to drip so they could hear it and imagine their 2lood was running out. They had 2een 2lindfolded 2efore the eBperiment was 2egun. +o matter how well you may 2e when you start for wor4 in the morning, if e1eryone you meet should say to you, PHow ill you loo4? you should see a doctor,P it will not 2e long 2efore you 2egin to feel ill, and if this 4eeps up a few hours you will arri1e at home in the e1ening as limp as a rag and ready for a doctor. Such is the power of the imagination or *uto:suggestion. FGHNF

W" clim2 to hea1en mostly on the ruins of our cherished plans, finding our failures were 2ut friendly guide:posts that led us onward and up:ward to success.

FGH'F

The imaginati1e faculty of the human mind is a mar1elous piece of mental machinery, 2ut it may, and usually does, play Mueer tric4s on us unless we 4eep constantly on guard and control it. !f you allow your imagination to PeBpect the worstP it will play ha1oc with you. (oung medical students not infreMuently 2ecome frightened and 2elie1e they ha1e e1ery disease on the medical calendar, as the result of medical lectures and classroom discussions of the 1arious diseases. *s has 2een stated, hypochondria may often 2e super induced 2y toBic poisoning, through improper elimination of the waste matter of the 2ody? also, it may 2e 2rought on 2y false alarm, through improper use of the imagination. !n other words, the hypochondriacal condition may ha1e as its cause a real physical 2asis, or it may arise entirely as the result of allowing the imagination to run wild. Physicians are pretty well agreed upon this point< #r. Schofield descri2es the case of a woman who had a tumor. They placed her on the operating ta2le and ga1e her anesthetics, when lo< the tumor immediately disappeared, and no operation was necessary. But when she came 2ac4 to consciousness the tumor returned. The physician then learned that she had 2een li1ing with a relati1e who had a real tumor, and that her imagination was so 1i1id that she had imagined this one upon herself. She was placed on the operating ta2le again, gi1en anesthetics and then she was strapped around the middle so that the tumor could not artificially return. When she re1i1ed she was told that a successful operation had 2een performed 2ut that it would 2e necessary to wear the 2andage for se1eral days. She 2elie1ed the doctor, and when the 2andage was finally remo1ed the tumor did not return. +o operation whate1er had 2een performed. She had simply relie1ed her su2:conscious mind of the thought that she had a tumor and her imagination had nothing to wor4 upon sa1e the idea of health, and, as she had ne1er really 2een sic4, of course she remained normal. The mind may 2e cured of imaginary ills in eBactly the same manner that it 2ecame diseased with those ills, 2y *uto:suggestion. The 2est time to wor4 on a faulty imagination is at night, Eust as you are ready to go to sleep, for then the automatic or su2:conscious mind has e1erything its own way, and the thoughts or suggestions you gi1e it Eust as your conscious or PdayP mind is a2out to go off duty will 2e ta4en up and wor4ed on during the night. This may seem impossi2le, 2ut you can easily test the principle 2y the following procedureO (ou wish to get up at se1en o6cloc4 tomorrow morning, or at some hour other than your regular time to awa4en. Say to yourself, as you are a2out ready to go to sleep, P! must arise at se1en o6cloc4 tomorrow without fail.P )epeat this se1eral times, at the same time impressing the fact upon your mind that you must actually arise at the precise moment mentioned. Turn this thought o1er to your su2:conscious mind with a2solute confidence that you will awa4en at se1en o6cloc4, and when that hour arri1es your su2: conscious mind will awa4en you. This test has 2een successfully made hundreds of times. The su2: conscious mind will awa4en you, at any hour you demand, Eust as if someone came to your 2ed and tapped you on the shoulder. But you must gi1e the command in no uncertain or indefinite terms. i4ewise, the su2:conscious mind may 2e gi1en any other sort of orders and it will carry them out as readily as it will awa4en you at a gi1en hour. For eBample, gi1e the command, as you are a2out to go to sleep each night, for your su2:conscious mind to de1elop self:confidence, courage, initiati1e or any other Muality, and it will do your 2idding. !f the imagination of man can create imaginary ills and send one to 2ed with those ills, it can also, and Eust as easily, remo1e the cause of those ills.

SSSSSSSS
-an is a com2ination of chemical eMui1alents the 1alue of which is said to 2e a2out twenty:siB dollars, with the eBception, of course, of that stupendous power called the human mind. !n the aggregate the mind seems to 2e a complicated machine, 2ut in reality? as far as the manner in FGH%F

which it may 2e used is concerned, it is the nearest thing to perpetual motion that is 4nown. !t wor4s automatically when we are asleep? it wor4s 2oth automatically and in conEunction with the will, or 1oluntary section, when we are awa4e. The mind is deser1ing of the minutest possi2le analysis in this lesson 2ecause the mind is the energy with which all thin4ing is done. To learn how to TH!+> *..U)*T" (, the teaching of which is the sole o2Eect of this lesson, one must thoroughly understandO First: That the mind can 2e controlled, guided and directed to creati1e, constructi1e ends. Seco%d: That the mind can 2e directed to destructi1e ends, and, that it may, 1oluntarily, tear down and destroy unless it is with plan and deli2eration controlled and directed constructi1ely. Third: That the mind has power o1er e1ery cell of the 2ody, and can 2e made to cause e1ery cell to do its intended wor4 perfectly, or it may, through neglect or wrong direction, destroy the normal functionary purposes of any or all cells. Fo&rth: That all achie1ement of man is the result of thought, the part which his physical 2ody plays 2eing of secondary importance, and in many instances of no importance whatsoe1er eBcept as a housing place for the mind. Fifth: That the greatest of all achie1ements, whether in literature, art, finance, industry, commerce, transportation, religion, politics or scientific disco1eries, are usually the results of ideas concei1ed in one man6s 2rain 2ut *.TU* ( T)*+SFO)-"# !+TO )"* !T( B( OTH") -"+, through the com2ined use of their minds and 2odies. 8-eaning that the conception of an idea is of greater importance than the transformation of that idea into more material form, 2ecause relati1ely few men can concei1e useful ideas, while there are hundreds of millions who can de1elop an idea and gi1e it material form after it has 2een concei1ed.9 Sixth: The maEority of all thoughts concei1ed in the minds of men are not *..U)*T", 2eing more in the nature of PopinionsP or Psnap:Eudgments.P When *leBander the /reat sighed 2ecause he had no more worlds 8as he 2elie1ed9 that could 2e conMuered he was in a frame of mind similar to that of the present:day P*leBandersP of science, industry, in1ention, etc., whose Paccurate thoughtsP ha1e conMuered the air and the sea, eBplored practically e1ery sMuare mile of the little earth on which we li1e, and wrested from +ature thousands of PsecretsP which, a few generations ago, would ha1e 2een set down as PmiraclesP of the most astounding and impondera2le sort. !n all this disco1ery and mastery of mere physical su2stances is it not strange, indeed, that we ha1e practically neglected and o1erloo4ed the most mar1elous of all powers, the human mind< *ll scientific men who ha1e made a study of the human mind readily agree on this : that the surface has not yet 2een scratched in the study of the wonderful power which lies dormant in the mind of man, waiting, as the oa4 tree sleeps in the acorn, to 2e aroused and put to wor4. Those who ha1e eBpressed themsel1es on the su2Eect are of the opinion that the neBt great cycle of disco1ery lies in the realm of the human mind. The possi2le nature of these disco1eries has 2een suggested, in many different ways, in practically e1ery lesson of this course, particularly in this and the following lessons of the course. !f these suggestions appear to lead the student of this philosophy into deeper water than he or she is accustomed to, 2ear in mind the fact that the student has the pri1ilege of stopping at any depth desired, until ready, through thought and study, to go further. The author of this course has found it necessary to ta4e the lead, and to 4eep far enough ahead, as it were, to induce the student to go at least a few paces ahead of the normal a1erage range of human thought. !t is not eBpected that any 2eginner will, at first, try to assimilate and put into use all that has 2een included in this philosophy. But, if the net result of the course is nothing more than to sow the seed of constructi1e thought in the mind of the student the author6s wor4 will ha1e 2een completed. Time, plus FGK@F

WH"+ a man really finds himself, at the top of the adder of Success, he is ne1er alone, 2ecause no man can clim2 to genuine success without ta4ing others along with him.

FGK$F

the student6s own desire for 4nowledge, will do the rest. This is an appropriate place to state fran4ly that many of the suggestions passed on through this course would, if literally followed, lead the student far 2eyond the necessary 2ounds and present needs of what is ordinarily called 2usiness philosophy. Stated differently, this course goes more deeply into the functioning processes of the human mind than is necessary as far as the use of this philosophy as a means of achie1ing 2usiness or financial success is concerned. Howe1er, it is presumed that many students of this course will wish to go more deeply into the study of mind power than may 2e reMuired for purely material achie1ement, and the author has had in mind these students throughout the la2or of organi;ing and writing this course.

SUMMARY OF PRINCIPLES IN,OL,ED IN ACCURATE THINGING

We ha1e disco1ered that the 2ody of man is not singular, 2ut plural T that it consists of 2illions on top of 2illions of li1ing, intelligent, indi1idual cells which carry on a 1ery definite, well organi;ed wor4 of 2uilding, de1eloping and maintaining the human 2ody. We ha1e disco1ered that these cells are directed, in their respecti1e duties, 2y the su2:conscious or automatic action of the mind? that the su2conscious section of the mind can 2e, to a 1ery large eBtent, controlled and directed 2y the conscious or 1oluntary section of the mind. We ha1e found that any idea or thought which is held in the mind, through repetition, has a tendency to direct the physical 2ody to transform such thought or idea into its material eMui1alent. We ha1e found that any order that is P)OP") ( gi1en to the su2conscious section of the mind 8through the law of *uto:suggestion9 will 2e carried out unless it is sidetrac4ed or countermanded 2y another and stronger order. We ha1e found that the su2:conscious mind does not Muestion the source from which it recei1es orders, nor the soundness of those orders, 2ut it will proceed to direct the muscular system of the 2ody to carry out any order it recei1es. This eBplains the necessity for guarding closely the en1ironment from which we recei1e suggestions, and 2y which we are su2tly and Muietly influenced at times and in ways of which we do not ta4e cogni;ance through the conscious mind. We ha1e found that e1ery mo1ement of the human 2ody is controlled 2y either the conscious or the su2conscious section of the mind? that not a muscle can 2e mo1ed until an order has 2een sent out 2y one or the other of these two sections of the mind, for the mo1ement. When this principle is thoroughly understood we understand, also, the powerful effect of any idea or thought which we create through the faculty of !-*/!+*T!O+ and hold in the conscious mind until the su2:conscious section of the mind has time to ta4e o1er that thought and 2egin the wor4 of transforming it into its material counterpart. When we understand the principle through which any idea is first placed in the conscious mind, and held there until the su2conscious section of the mind pic4s it up and appropriates it, we ha1e a practical wor4ing 4nowledge of the aw of .oncentration, co1ered 2y neBt lesson 8and, it might 2e added, we ha1e also a thorough understanding of the reason why the aw of .oncentration is necessarily a part of this philosophy9. When we understand this wor4ing relationship 2etween the imagination, the conscious mind and the su2:conscious section of the mind, we can see that the 1ery first step in the achie1ement of any defi%ite chief ai" is to create a definite picture of that which is desired. This picture is then placed in the conscious mind, through the aw of .oncentration, and held there 8through the formulas descri2ed in neBt lesson9 until the su2:conscious section of the mind pic4s it up and translates it into its ultimate and desired form. FGK&F

Surely this principle has 2een made clear. !t has 2een stated and restated, o1er and o1er, not only for the purpose of thoroughly descri2ing it, 2ut, of greater importance, to !-P)"SS UPO+ TH" -!+# OF TH" STU#"+T TH" P*)T !T P *(S !+ * HU-*+ *.H!","-"+T.

THE ,ALUE OF ADOPTING A CHIEF AIM

This lesson on *ccurate Thought not only descri2es the real purpose of a defi%ite chief ai", 2ut it eBplains in simple terms the principles through which such an aim or purpose may 2e reali;ed. We first create the o2Eecti1e toward which we are stri1ing, through the imaginati1e faculty of the mind, then transfer an outline of this o2Eecti1e to paper 2y writing out a definite statement of it in the nature of a defi%ite chief ai"# By daily reference to this written statement the idea or thing aimed for is ta4en up 2y the conscious mind and handed o1er to the su2:conscious mind, which, in turn, directs the energies of the 2ody to transform the desire into material form.

DESIRE
Strong, deeply rooted desire is the starting point of all achie1ement. 3ust as the electron is the last unit of matter discerni2le to the scientist, #"S!)" is the seed of all achie1ement? the starting place, 2ac4 of which there is nothing, or at least there is nothing of which we ha1e any 4nowledge. * defi%ite chief ai", which is only another name for #"S!)", would 2e meaningless unless 2ased upon a deeply seated, strong desire for the o2Eect of the chief ai"# -any people PwishP for many things, 2ut a wish is not the eMui1alent of a strong #"S!)", and therefore wishes are of little or no 1alue unless they are crystalli;ed into the more definite form of #"S!)". !t is 2elie1ed 2y men who ha1e de1oted years of research to the su2Eect, that all energy and matter throughout the uni1erse respond to and are controlled 2y the aw of *ttraction which causes elements and forces of a similar nature to gather around certain centers of attraction. !t is through the operation of this same uni1ersal aw of *ttraction that constant, deeply seated, strong #"S!)" attracts the physical eMui1alent or counterpart of the thing desired, or the means of securing it. We ha1e learned, then, if this hypothesis is correct, that all cycles of human achie1ement wor4 somewhat after this fashionO First, we picture in our conscious minds, through a defi%ite chief ai" 82ased upon a strong desire9, some o2Eecti1e? we then focus our conscious mind upon this o2Eecti1e, 2y constant thought of it and 2elief in its attainment, until the su2conscious section of the mind ta4es up the picture or outline of this o2Eecti1e and impels us to ta4e the necessary physical action to transform that picture into reality.

SUGGESTION AND AUTO+SUGGESTION

Through this and other lessons of the aw of Success course the student has learned that sense impressions arising out of one6s en1ironment, or from statements or actions of other people, are called suggestions, while sense impressions that we place in our own minds are placed there 2y self:suggestion, or *utosuggestion. *ll suggestions coming from others, or from en1ironment, influence us only after we ha1e accepted them and passed them on to the su2:conscious mind, through the principle of *uto:suggestion, thus it is seen that suggestion 2ecomes, and must 2ecome, *utosuggestion 2efore it influences the mind of the one recei1ing it. Stated in another way, no one may influence another without the consent of the one influenced, as FGKCF

W-. W)!/ "(, 3r., has amassed a tremendous fortune 2y concentrating all his efforts on the manufacture and distri2ution of the P2estP pac4age of chewing gum, pro1ing, once more, that the seed of success lies wrapped up in the little things of life.

FGKGF

the influencing is done through one6s own power of *uto:suggestion. The conscious mind stands, during the hours when one is awa4e, as a sentinel, guarding the su2: conscious mind and warding off all suggestions which try to reach it from the outside, until those suggestions ha1e 2een eBamined 2y the conscious mind, passed upon and accepted. This is +ature6s way of safeguarding the human 2eing against intruders who would otherwise ta4e control of any mind desired at will. !t is a wise arrangement.

THE ,ALUE OF AUTO+SUGGESTION IN ACCOMPLISHING THE OBFECT OF YOUR DEFINITE CHIEF AIM
One of the greatest uses to which one may direct the power of *uto:suggestion is that of ma4ing it help accomplish the o2Eect of one6s defi%ite chief ai" in life. The procedure through which this may 2e accomplished is 1ery simple. While the eBact formula has 2een stated in esson Two, and referred to in many other lessons of the course, the principle upon which it is 2ased will 2e here, again, descri2ed, 1i;.O Write out a clear, concise statement of that which you intend to accomplish, as your defi%ite chief ai", co1ering a period of, let us say, the neBt fi1e years. -a4e at least two copies of your statement, one to 2e placed where you can read it se1eral times a day, while you are at wor4, and the other to 2e placed in the room where you sleep, where it can 2e read se1eral times each e1ening 2efore you go to sleep and Eust after you arise in the morning. The suggesti1e influence of this procedure 8impractical though it may seem9 will soon impress the o2Eect of your defi%ite chief ai" on your su2:conscious mind and, as if 2y a stro4e of magic, you will 2egin to o2ser1e e1ents ta4ing place which will lead you nearer and nearer the attainment of that o2Eect. From the 1ery day that you reach a definite decision in your own mind as to the precise thing, condition or position in life that you deeply desire, you will o2ser1e, if you read 2oo4s, newspapers and maga;ines, that important news items and other data 2earing on the o2Eect of your defi%ite chief ai" will 2egin to come to your attention? you will o2ser1e, also, that opportunities will 2egin to come to you that will, if em2raced, lead you nearer and nearer the co1eted goal of your desire. +o one 4nows 2etter than the author of this course how impossi2le and impractical this may seem to the person who is not informed on the su2Eect of mind operation? howe1er, this is not an age fa1ora2le to the dou2ter or the s4eptic, and the 2est thing for any person to do is to eBperiment with this principle until its practicality has 2een esta2lished. To the present generation it may seem that there are no more worlds to conMuer in the field of mechanical in1ention, 2ut e1ery thin4er 8e1en those who are not accurate thin4ers9 will concede that we are Eust entering a new era of e1olution, eBperiment and analysis as far as the powers of the human mind are concerned. The word Pimpossi2leP means less now than e1er 2efore in the history of the human race. There are some who ha1e actually remo1ed this word from their 1oca2ularies, 2elie1ing that man can do anything he can imagine and B" !"," H" .*+ #O< We ha1e learned, for sure, that the uni1erse is made up of two su2stancesO matter and energy. Through patient scientific research we ha1e disco1ered what we 2elie1e to 2e good e1idence that e1erything that is or e1er has 2een in the way of matter, when analy;ed to the finest point, can 2e traced 2ac4 to the electron, which is nothing 2ut a form of energy. On the other hand, e1ery material thing that man has created 2egan in the form of energy, through the seed of an idea that was released through the imaginati1e faculty of the human mind. !n other words, the 2eginning of e1ery material thing is energy FGKHF

and the ending of it is energy. *ll matter o2eys the command of one form or another of energy. The highest 4nown form of energy is that which functions as the human mind. The human mind, therefore, is the sole directing force of e1erything man creates, and what he may create withO this force in the future, as compared with that which he has created with it in the past, will ma4e his past achie1ements seem petty and small. We do not ha1e to wait for future disco1eries in connection with the powers of the human mind for e1idence that the mind is the greatest force 4nown to man4ind. We 4now, now, that any idea, aim or purpose that is fiBed in the mind and held there with a will to achie1e or attain its physical or material eMui1alent, puts into motion powers that cannot 2e conMuered. BuBton saidO PThe longer ! li1e the more certain ! am that the great difference 2etween men, 2etween the fee2le and the powerful, the great and the insignificant, is energy : in1inci2le determination T a purpose once fiBed, and then death or 1ictory. That Muality will do anything that can 2e done in this world : and no talents, no circumstances, no opportunities will ma4e a two:legged creature a man without it.P #onald /. -itchell has well saidO P)esol1e is what ma4es a man manifest. +ot puny resol1e? not crude determinations? not errant purposes : 2ut that strong and indefatiga2le will which treads down difficulties and danger, as a 2oy treads down the hea1ing frost:lands of winter, which 4indles his eye and 2rain with proud pulse 2eat toward the unattaina2le. W! -*>"S -"+ /!*+TS<P The great #israeli saidO P! ha1e 2rought myself, 2y long meditation, to the con1iction that a human 2eing with a settled purpose must accomplish it, and that nothing can resist a will which will sta4e e1en eBistence upon its fulfillment.J Sir 3ohn Simpson saidO P* passionate #"S!)" and an unwearied will can perform impossi2ilities, or what may seem to 2e such to the cold, timid and fee2le.J *nd 3ohn Foster adds his testimony when he saysO P!t is wonderful how e1en the casualties of life seem to 2ow to a spirit that will not 2ow to them, and yield to su2ser1e a design which they may, in their first apparent tendency, threaten to frustrate. When a firm, decisi1e spirit is recogni;ed, it is curious to see how the space clears around a man and lea1es him room and freedom.P *2raham incoln said of /eneral /rantO PThe great thing a2out /rant is his cool persistency of purpose. He is not easily eBcited, and he has got the grip of a 2ull:dog. When he once gets his teeth in, nothing can sha4e him off.P !t seems appropriate to state here that a strong desire, to 2e transformed into reality, must 2e 2ac4ed with persistency until it is ta4en o1er 2y the su2conscious mind. !t is not enough to feel 1ery deeply the desire for achie1ement of a defi%ite chief ai", for a few hours or a few days, and then forget all a2out that desire. The desire must 2e placed in the mind and held there, with P")S!ST"+." TH*T >+OWS +O #"F"*T, until the automatic or su2:conscious mind ta4es it o1er. Up to this point you must stand 2ac4 of the desire and push it? 2eyond this point the desire will stand 2ac4 of you and push you on to achie1ement. Persistence may 2e compared to the dropping of water which finally wears away the hardest stone. When the final chapter of your life shall ha1e 2een completed it will 2e found that your persistence, or lac4 of this sterling Muality, played an important part in either your success or your failure. This author watched the Tunney:#empsey fight, in .hicago. He also studied the psychology leading up to and surrounding their pre1ious 2out. Two things helped Tunney defeat #empsey, on 2oth occasions, despite the fact that #empsey is the stronger of the two men, and, as many 2elie1e, the 2etter fighter. *nd these two things, which spelled #empsey6s doom, were, first, his own lac4 of self:confidence : the fear that Tunney might defeat him? and, second, Tunny6s complete self:reliance and his 2elief that he would whip #empsey. FGKKF

TH" most successful physicians are those who miB hope and faith with the medicines they prescri2e.

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Tunney stepped into the ring,with his chin in the air, an atmosphere of self:assurance and certainty written in his e1ery mo1ement. #empsey wal4ed in, with a sort of uncertain stride, eying Tunney in a manner that plainly Mueried, P! wonder what you6ll do to meLP #empsey was whipped, in his own mind, 2efore he entered the ring. Press agents and propagandists had done the tric4, than4s to the superior thin4ing a2ility of his opponent, Tunney. *nd so the story goes, from the lowest and most 2rutal of occupations, pri;e:fighting, on up to the highest and most commenda2le professions. Success is won 2y the man who understands how to use his power of thought. Throughout this course much stress has 2een laid upon the importance of en1ironment and ha2it out of which grow the stimuli that put the PwheelsP of the human mind into operation. Fortunate is the person who has found how to arouse or stimulate his or her mind so that the powers of that mind will function constructi1ely, as they may 2e made to do when placed 2ac4 of any strong, deeply seated desire. *ccurate thin4ing is thin4ing that ma4es intelligent use of all the powers of the human mind, and does not stop with the mere eBamination, classification and arranging of ideas. *ccurate thought creates ideas and it may 2e made to transform these ideas into their most profita2le, constructi1e form.

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The student will perhaps 2e 2etter prepared to analy;e, without a feeling of s4epticism and dou2t, the principles laid down in this lesson if the fact is 4ept in mind that the conclusions and hypotheses here enumerated are not solely those of the author. ! ha1e had the 2enefit of close co:operation from some of the leading in1estigators in the field of mental phenomena, and conclusions reached, as stated in this entire course, are those of many different minds.

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!n the lesson on .oncentration, you will 2e further instructed in the method of applying the principle of *uto:suggestion. !n fact, throughout the course, the principle of gradual unfoldment has 2een followed, paralleling that of the principle of e1olution as nearly as possi2le. The first lesson laid the foundation for the second, and the second prepared the way for the third, and so on. ! ha1e tried to 2uild this course Eust as +ature 2uilds a man : 2y a series of steps each of which lifts the student Eust another step higher and nearer the apeB of the pyramid which the course, as a whole, represents. The purpose in 2uilding this course in the manner outlined is one that cannot 2e descri2ed in words, 2ut that purpose will 2ecome o21ious and clear to you as soon as you shall ha1e mastered the course, for its mastery will open to you a source of 4nowledge which cannot 2e imparted 2y one man to another, 2ut is attaina2le o%ly by ed&ci% , dra(i% o&t a%d expa%di% , fro" (ithi% one6s own mind. The reason this 4nowledge cannot 2e imparted 2y one to another is the same as that which ma4es it impossi2le for one person to descri2e colors to a 2lind person who has ne1er seen colors. The 4nowledge of which ! write 2ecame o21ious to me only after ! had diligently and faithfully followed the instructions which ! ha1e laid down in this course for your guidance and enlightenment? therefore, ! spea4 from eBperience when ! say that there are no illustrations, similes or words with which to descri2e this 4nowledge adeMuately. !t can only 2e imparted from (ithi%# With this 1ague PhintP as to the reward which awaits all who earnestly and intelligently search for the hidden passageway to 4nowledge to which ! refer, we will now discuss that phase of acc&rate tho& ht which will ta4e you as high as you can go:eBcept through the disco1ery and use of the secret passageway to which ! ha1e alluded. Tho& hts are things< FGK'F

!t is the 2elief of many that e1ery completed thought starts an unending 1i2ration with which the one who releases it will ha1e to contend at a later time? that man, himself, is 2ut the physical reflection of tho& ht that was put into motion 2y i%fi%ite i%telli e%ce# P*nd the Word was made flesh, and dwelt among us, 8and we 2eheld his glory, the glory as of the only 2egotten of the Father,9 full of grace and truth.P 8St. 3ohn i, $C.9 The only hope held out to man4ind in the entire Bi2le is of a reward which may 2e attained in no way eBcept 2y co%str&ctive tho& ht# This is a startling statement, 2ut if you are e1en an elementary student and interpreter of the Bi2le you understand that it is a true statement. !f the Bi2le is plain on any one point a2o1e all others, it is on the fact that tho& ht is the 2eginning of all things of a material nature. *t the 2eginning of e1ery lesson of this course you will o2ser1e this mottoO $4o& ca% do it if yo& @5LI5<5 yo& ca%*$ This sentence is 2ased upon a great truth which is practically the maEor premise of the entire Bi2le teaching. O2ser1e the emphasis which is placed upon the word @5LI5<5# Bac4 of this word P2elie1eP lies the power with which you can 1itali;e and gi1e life to the suggestions that you pass on to your su2: conscious mind, through the principle of *uto:suggestion, with the aid of the law of the -aster -ind. #o not miss this point. (ou cannot afford to miss it, as it is the 1ery 2eginning, the middle and the end of all the power you will e1er ha1e. All tho& ht is creative* Howe1er, not all thought is constructi1e or positi1e. !f you thin4 tho& hts of misery and po1erty and see no way to a1oid these conditions, then your tho& hts will create those 1ery conditions and curse you with them. But re1erse the order, and thin4 tho& hts of a positi1e, eBpectant nature and your tho& hts will create those conditions. Tho& ht magneti;es your entire personality and attracts to yo& the outward, physical things that harmoni;e with the nature of your tho& hts# This has 2een made clear in practically e1ery lesson preceding this one, yet it is repeated here, and will 2e repeated many times more in the lessons that follow. The reason for this constant repetition is that nearly all 2eginners in the study of mind operation o1erloo4 the importance of this fundamental and eternal tr&th# When you plant a defi%ite chief ai" in your su2conscious mind you must fertili;e it with full belief that i%fi%ite i%telli e%ce will step in and mature that purpose into reality in eBact accordance with the nature of the p&rpose# *nything short of such belief will 2ring you disappointment. When you suggest a defi%ite chief ai" which em2odies some definite desire, in your su2:conscious mind, you must accompany it with such faith and belief in the ultimate reali;ation of that purpose that you can actually see yourself in possession of the o2Eect of the purpose. .onduct yourself in the eBact manner in which you would if you were already in possession of the o2Eect of your definite purpose, from the moment you suggest it to your su2:conscious mind. #o not Muestion? do not wonder if the principles of *uto:suggestion will wor4? do not do&bt, 2ut believe* Surely this point has 2een sufficiently emphasi;ed to impress upon your mind its importance. Positive belief in the attainment of your defi%ite p&rpose is the 1ery germ with which you fertili;e the Pegg of your tho& ht$ and if you fail to gi1e it this fertili;ation, you might as well eBpect an unfertili;ed hen:egg to produce a chic4en as to eBpect the attainment of the o2Eect of your defi%ite chief ai"# (ou ne1er can tell what a tho& ht will do !n 2ringing you hate or lo1e? For thoughts are things, and their airy wings *re swifter than a carrier do1e. They follow the law of the uni1erse, : FGK%F

F!)ST acMuire patience and perse1erance, then ma4e up your mind what else you want, and you will 2e almost sure to get it.

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"ach thought creates its 4ind, *nd they speed o6er the trac4 to 2ring you 2ac4 Whate1er went out from your mind. Tho& hts are things< This is a great tr&th which, when you understand it, will 2ring you as close to the door of that secret passage:way to 4nowledge, pre1iously mentioned, as is possi2le for another person to 2ring you. When you grasp this fundamental tr&th you will soon find that door and open it. The power to thi%' as you wish to thi%' is the only power o1er which you ha1e a2solute control. Please read and study the foregoing sentence until you grasp its meaning. !f it is within your power to control your tho& hts the responsi2ility then rests upon you as to whether your tho& hts will 2e of the positi1e or the negati1e type, which 2rings to mind one of the world6s most famous poemsO Out of the night that co1ers me, Blac4 as the pit from pole to pole, ! than4 whate1er gods may 2e For my unconMuera2le soul. !n the fell clutch of circumstance ! ha1e not winced or cried aloud. Under the 2ludgeonings of chance -y head is 2loody, 2ut un2owed. Beyond this place of wrath and tears ooms 2ut the horror of the shade, *nd yet the menace of the years Finds, and shall find, me unafraid. !t matters not how strait the gate, How charged with punishments the scroll, ! am the master of my fate, ! am the captain of my soul. :Henley Henley did not write this poem until after he had disco1ered the door to that secret passage:way which ! ha1e mentioned. (ou are the Pmaster of your fateP and the Pcaptain of your soul,P 2y reason of the fact that you co%trol yo&r o(% tho& hts, and, with the aid of your tho& hts, you may create whate1er you desire.

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*s we approach the close of this lesson, let us pull aside the curtain that hangs o1er the gateway called death and ta4e a loo4 into the /reat Beyond. Behold a world peopled with 2eings who function without the aid of physical 2odies. oo4 closely and, whether for weal or for woe, o2ser1e that you loo4 at a world peopled with 2eings of your own creation, which correspond eBactly to the nature of your own tho& hts as you eBpressed them 2efore death# There they are, the children of your own heart and mind, patterned after the image of your own tho& hts# Those which were 2orn of your hatred and en1y and Eealousy and selfishness and inEustice toward FGN$F

your fellow men will not ma4e 1ery desira2le neigh2ors, 2ut you must li1e with them Eust the same, for they are your children and you cannot turn them out. (ou will 2e unfortunate, indeed, if you find there no children which were 2orn of lo1e, and Eustice, and truth, and 4indness toward others. !n the light of this allegorical suggestion, the su2Eect of acc&rate tho& ht ta4es on a new and a much more important aspect, doesn6t itL !f there is a possi2ility that e1ery tho& ht you release during this life will step out, in the form of a li1ing 2eing, to greet you after death, then you need no further reason for guarding all your tho& hts more carefully than you would guard the food that you feed your physical 2ody. ! refer to this suggestion as PallegoricalP for a reason that you will understand only after you shall ha1e passed through the door of that secret passage:way to 4nowledge that ! ha1e heretofore mentioned. To as4 me how ! 4now these things, 2efore you pass through that door, would 2e as useless as it would 2e for a man who has ne1er seen with his physical eyes to as4 me what the color red loo4s li4e. ! am not urging you to accept this 1iewpoint. ! am not e1en arguing its soundness. ! am merely fulfilling my duty and discharging my responsi2ility 2y gi1ing you the suggestion. (ou must carry it out to a point at which you can accept or reEect it, in your own way, and of your own 1olition. The term Paccurate thoughtP as used in this lesson refers to tho& ht which is of your own creation. Thought that comes to you from others, through either suggestion or direct statement, is not acc&rate tho& ht within the meaning and purpose of this lesson, although it may 2e thought that is 2ased upon facts. ! ha1e now carried you to the apeB of the pyramid of this lesson on acc&rate tho& ht# ! can ta4e you no further. Howe1er, you ha1e not gone the entire distance? you ha1e 2ut started# From here on you must 2e your own guide, 2ut, if you ha1e not wholly missed the great tr&th upon which the lesson is founded, yarn will not ha1e difficulty in finding your own way. et me caution you, howe1er, not to 2ecome discouraged if the fundamental tr&th of this lesson does not dawn upon you at first reading. !t may reMuire wee4s or e1en months of meditation for you to comprehend fully this tr&th, 2ut it is worth wor4ing for. The principles laid down in the 2eginning of this lesson you can easily understand and accept, 2ecause they are of the most elementary nature. Howe1er, as you 2egan to follow the chain of tho& ht along toward the close of the lesson, you perhaps found yourself 2eing carried into waters too deep for you to fathom. Perhaps ! can throw one final ray of light on the su2Eect 2y reminding you that the sound of e1ery 1oice, and of e1ery note of music, and of e1ery other nature that is 2eing released at the time you are reading these lines is floating through the ether right where you are. To hear these sounds you need 2ut the aid of a modern radio outfit. Without this eMuipment as a supplement to your own sense of hearing you are powerless to hear these sounds. Had this same statement 2een made twenty years ago, you would ha1e 2elie1ed the one who made it to 2e insane or a fool. But you now accept the statement without Muestion, 2ecause you 4now it is true. Tho& ht is a much higher and more perfectly organi;ed form of energy than is mere sound? therefore, it is not 2eyond the 2ounds of reason to suppose that e1ery tho& ht now 2eing released and e1ery tho& ht that has e1er 2een released is also in the ether 8or somewhere else9 and may 2e interpreted 2y those who ha1e the eMuipment with which to do it. *nd, what sort of eMuipment is necessaryL you as4. That will 2e answered when you shall ha1e passed through the door that leads to the secret passage: way to 4nowledge. !t cannot 2e answered 2efore. The passage:way can 2e reached only through the medium of yo&r o(% tho& hts# This is one reason why all the great philosophers of the past admonished man to 4now himself. P>now thyselfP is and has 2een the cry of the ages. The life of .hrist was one FGN&F

SO-" men die too soon from o1er:eating, others die from strong drin4, while still others Eust wither up and die 2ecause they ha1e nothing else to do.

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uninterrupted promise of hope and possi2ility 2ased entirely upon the 4nowledge which all may disco1er who search within their own 2eings. One of the unanswera2le mysteries of /od6s wor4 is the fact that this great disco1ery is always self: disco1ery. The tr&th for which man is eternally searching is wrapped up in his own 2eing? therefore, it is fruitless to search far afield in the wilderness of life or in the hearts of other men to find it. To do so 2rings you no nearer that which you are see4ing, 2ut ta4es you further away from it. *nd, it may 2e : who 4nows 2ut yo&+ : that e1en now, as you finish this lesson, you are nearer the door that leads to the secret passage:way to 4nowledge than you ha1e e1er 2een 2efore. With your mastery of this lesson will come a fuller understanding of the principle referred to in the !ntroductory esson as the P-aster -ind.P Surely you now understand the reason for friendly co: operati1e alliance 2etween two or more people. This alliance Psteps upP the minds of those who participate in it, and permits them to contact their thought:power with infinite intelligence. With this statement the entire !ntroductory esson should ha1e a new meaning for you. This lesson has familiari;ed you with the main reason why you should ma4e use of the law of the -aster -ind 2y showing you the height to which this law may 2e made to carry all who understand and use it. By this time you should understand why a few men ha1e risen to great heights of power and fortune, while others all around them remained in po1erty and want. !f you do not now understand the cause for this, you will 2y the time you master the remaining lessons of this course. #o not 2ecome discouraged if complete understanding of these principles does not follow your first reading of this lesson. This is the one lesson of the entire course which cannot 2e fully assimilated 2y the 2eginner through one reading. !t will gi1e up its rich treasures of 4nowledge only through thought, reflection and meditation. For this reason you are instructed to read this lesson at least four times, at inter1als of one wee4 apart. (ou are also instructed to read, again, the !ntroductory esson, that you may more accurately and definitely understand the law of the -aster -ind and the relationship 2etween this law and the su2Eects co1ered 2y this lesson on acc&rate tho& ht# The -aster -ind is the principle through which you may 2ecome an accurate thin4er< Is %ot this state"e%t both plai% a%d si %ifica%t+

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FAILURE An A te"+t!e+Lesson ,isit Wit! t!e A#t!o"

T!e G"eat S#ccess Lessons T!at Can Be Lea"ned F"o. Re'e"ses.

*+ all:wise Pro1idence has arranged the affairs of man4ind so that e1ery person who comes into the age of reason must 2ear the cross of F*! U)" in one form or another. (ou see, in the picture at the top of this page, the hea1iest and most cruel of all the crosses, PO,")T(< Hundreds of millions of people li1ing on this earth today find it necessary to struggle under the 2urden of this cross in order to enEoy the three 2are necessities of life, a place to sleep, something to eat and clothes to wear. .arrying the cross of PO,")T( is no Eo4e< But, it seems significant that the greatest and most successful men and women who e1er li1ed found it necessary to carry this cross 2efore they Parri1ed.P

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F*! U)" is generally accepted as a curse. But few people e1er understand that failure is a curse only when it is accepted as such. But few e1er learn the truth that F*! U)" is seldom permanent. /o 2ac4 o1er your own eBperiences for a few years and you will see that your failures generally turned out to 2e 2lessings in disguise. Failure teaches men lessons which they would ne1er learn without it. -oreo1er, it teaches in a language that is uni1ersal. *mong the great lessons taught 2y failure is that of HU-! !T(. +o man may 2ecome great without feeling himself hum2le and insignificant when compared to the world a2out him and the stars a2o1e him and the harmony with which +ature does her wor4. For e1ery rich man6s son who 2ecomes a useful, constructi1e wor4er in 2ehalf of humanity, there are ninety:nine others rendering useful ser1ice who come up through PO,")T( and misery. This seems more than a coincidence< FGNHF

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-ost people who 2elie1e themsel1es to 2e failures are not failures at all. -ost conditions which people loo4 upon as failure are nothing more than temporary defeat. !f you pity yourself and feel that you are a failure, thin4 how much worse off you would 2e if you had to change places with others who ha1e real cause for complaint. !n the city of .hicago li1es a 2eautiful young woman. Her eyes are a light 2lue. Her compleBion is eBtremely fair. She has a sweet charming 1oice. She is educated and cultured. Three days after graduating in one of the colleges of the "ast she disco1ered that she had negro 2lood in her 1eins. The man to whom she was engaged refused to marry her. The negroes do not want her and the whites will not associate with her. #uring the remainder of her life she must 2ear the 2rand of permanent F*! U)". )emem2er, this is P")-*+"+T failure< *s this essay is 2eing written news comes of a 2eautiful girl 2a2y who was 2orn to an unwed girl and ta4en into an orphanage, there to 2e 2rought up mechanically, without e1er 4nowing the influence of a mother6s lo1e. *ll through life this unfortunate child must 2ear the 2runt of another6s mista4e which can ne1er 2e corrected. How fortunate are (OU, no matter what may 2e your imaginary failures, that you are not this child. !f you ha1e a strong 2ody and a sound mind you ha1e much for which you ought to 2e than4ful. -illions of people all a2out you ha1e no such 2lessings.

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.areful analysis of one hundred men and women whom the world has accepted as 2eing PgreatP shows that they were compelled to undergo hardship and temporary defeat and failure such as (OU pro2a2ly ha1e ne1er 4nown and ne1er will 4now. Woodrow Wilson went to his gra1e altogether too soon, the 1ictim of cruel slander and disappointment, 2elie1ing, no dou2t, that he was a F*! U)". T!-", the great miracle wor4er that rights all wrongs and turns failure into success, will place the name of Woodrow Wilson at the top of the page of the really great. Few now li1ing ha1e the 1ision to see that out of Wilson6s PF*! U)"P will come, e1entually, such a powerful demand for uni1ersal peace that war will 2e an impossi2ility. incoln died without 4nowing that his PF*! U)"P ga1e sound foundation to the greatest nation on this earth. .olum2us died, a prisoner in chains, without e1er 4nowing that his PF*! U)"P meant the disco1ery of the great nation which incoln and Wilson helped to preser1e, with their PF*! U)"S.P #o not use the word F*! U)" carelessly. )emem2er, carrying a 2urdensome cross temporarily is not F*! U)". !f you ha1e the real seed of success within you, a little ad1ersity and temporary defeat will only ser1e to nurture that seed and cause it to 2urst forth into maturity. When #i1ine !ntelligence wants a great man or woman to render some needed ser1ice in the world, the fortunate one is tested out through some form of F*! U)". !f you are undergoing what you 2elie1e to 2e failure, ha1e patience? you may 2e passing through your testing time. +o capa2le eBecuti1e would select, as his lieutenants,those whom he had not tested for relia2ility, loyalty, perse1erance and other essential Mualities. )esponsi2ility, and all that goes with it in the way of remuneration, always gra1itates to the person FGNKF

who will not accept temporary defeat as permanent failure. PThe test of a man is the fight he ma4es, The grit that he daily shows? The way he stands on his feet and ta4es Fate6s numerous 2umps and 2lows, * coward can smile when there6s naught to fear, When nothing his progress 2ars? But it ta4es a man to stand up and cheer While some other fellow stars. P!t isn6t the 1ictory, after all, But the fight that a 2rother ma4es? The man who, dri1en against the wall, Still stands up erect and ta4es The 2lows of fate with his head held highO Bleeding, and 2ruised, and pale, !s the man who6ll win in the 2y and 2y, For he isn6t afraid to fail. P!t6s the 2umps you get, and the Eolts you get, *nd the shoc4s that your courage stands, The hours of sorrow and 1ain regret, The pri;e that escapes your hands, That test your mettle and pro1e your worth? !t isn6t the 2lows you deal, But the 2lows you ta4e on the good old earth, That show if your stuff is real.P Failure often places one in a position where unusual effort must 2e forthcoming. -any a man has wrung 1ictory from defeat, fighting with his 2ac4 to the wall, where he could not retreat. .aesar had long wished to conMuer the British. He Muietly sailed his soldier:laden ships to the British island, unloaded his troops and supplies, then ga1e the order to 2urn all the ships. .alling his soldiers a2out him he saidO P+ow it is win or perish. We ha1e no choice.P They won< -en usually win when they ma4e up their minds to do so. Burn your 2ridges 2ehind you and o2ser1e how well you wor4 when you >+OW TH*T (OU H*," +O )"T)"*T. * street car conductor got a lea1e of a2sence while he tried out a position in a great mercantile 2usiness. P!f ! do not succeed in holding my new position,P he remar4ed to a friend, P! can always come 2ac4 to the old Eo2.P *t the end of the month he was 2ac4, completely cured of all am2ition to do anything eBcept wor4 on a street car. Had he resigned instead of as4ing for a lea1e of a2sence he might ha1e made good in the new Eo2.

SSSSSSSS
The Thirteen .lu2 mo1ement, which is now spreading o1er the entire country, was 2orn as the FGNNF

result of a shoc4ing disappointment eBperienced 2y its founder. That shoc4 was sufficient to open the mind to a 2roader and more comprehensi1e 1iew of the needs of the age, and this disco1ery led to the creation of one of the most outstanding influences of this generation. The Fifteen aws of Success, upon which this course is 2ased, grew out of twenty years of hardship and po1erty and failure such as rarely come to one person in an entire lifetime. Surely those of you who ha1e followed this series of lessons from the 2eginning must ha1e read 2etween the lines and 2ac4 of them a story of struggle which has meant self:discipline and self:disco1ery such as ne1er would ha1e 2een 4nown without this hardship.

SSSSSSSS
Study the roadway of life, in the picture at the 2eginning of this essay, and o2ser1e that e1eryone who tra1els that road carries a cross. )emem2er, as you ta4e in1entory of your own 2urdens, that +ature6s richest gifts go to those who meet F*! U)" without flinching or whining. +ature6s ways are not easily understood. !f they were, no one could 2e tested for great responsi2ility, with F*! U)"< PWhen +ature wants to ma4e a man, *nd sha4e a man, *nd wa4e a man? When +ature wants to ma4e a man To do the Future6s will? When she tries with all her s4ill *nd she yearns with all her soul To create him large and wholeW With what cunning she prepares him< How she goads and ne1er spares him< How she whets him, and she frets him, *nd in po1erty 2egets him.... How she often disappoints How she often anoints, With what wisdom she will hide him, +e1er minding what 2etide him Though his genius so2 with slighting *nd his pride may not forget< Bids him struggle harder yet. -a4es him lonely So that only /od6s high messages shall reach him, So that she may surely teach him What the Hierarchy planned. Though he may not understand /i1es him passions to command. How remorselessly she spurs him With terrific ardor stirs him When she poignantly prefers him< FGN'F

ZZZ
o, the crisis< o, the shout That must call the leader out. When the people need sal1ation #oth he come to lead the nation.... Then doth +ature show her plan When the world has found : * -*+<P There is no F*! U)". That which loo4s to 2e failure is usually nothing 2ut temporary defeat. -a4e sure that you do not accept it as P")-*+"+T<

FGN%F

THE LAW OF SUCCESS

In Sixteen Lessons

Napoleon Hill

Teaching, for the First Time in the History of the World, the True Philosophy upon which all Personal Success is Built.

Originally PUB !SH"# in $%&' B( The )* STO+ U+!,")S!T( P)"SS -")!#"+, .O++.

.OP()!/HT, $%&', B( +*PO "O+ H! 000000 *ll )ights )eser1ed

Pu2lished By 3ames ). Henry *ctor, Filmma4er, 5 Business Owner

Printed in the US*

esson Twel1e .O+."+T)*T!O+

FG'&F

TH")" is a sure way to a1oid criticismO 2e nothing and do nothing. /et a Eo2 as a street sweeper and 4ill off am2ition. The remedy ne1er fails.

FG'CF

THE LAW OF SUCCESS Lesson T2e&'e CONCENTRATION

"You Can Do t if You !elie"e You Can#$ TH!S lesson occupies a 4ey:stone position in this course, for the reason that the psychological law upon which it is 2ased is of 1ital importance to e1ery other lesson of the course. et us define the word co%ce%tratio%, as it is here used, as followsO $!o%ce%tratio% is the act of foc&si% the "i%d &po% a ive% desire &%til (ays a%d "ea%s for its reali,atio% have bee% (or'ed o&t a%d s&ccess f&lly p&t i%to operatio%#$ Two important laws enter into the act of co%ce%trati% the mind on a gi1en desire# One is the law of A&to-s& estio% and the other is the law of habit# The former ha1ing 2een fully descri2ed in a pre1ious lesson of this course, we will now 2riefly descri2e the law of habit# Ha2it grows out of en1ironment : out of doing the same thing in the same way o1er and o1er again : out of repetition : out of thin4ing the same thoughts o1er and o1er : and, when once formed, it resem2les a cement 2loc4 that has hardened in the mold : in that it is hard to 2rea4. Habit is the 2asis of all memory training, a fact which you may easily demonstrate in remem2ering the name of a person whom you ha1e Eust met, 2y repeating that name o1er and o1er until you ha1e fiBed it permanently and plainly in your mind. PThe force of education is so great that we may mold the minds and manners of the young into whate1er shape we please and gi1e the impressions of such habits as shall e1er afterwards remain.P : *tter2ury. "Bcept on rare occasions when the mind rises a2o1e en1ironment, the human mind draws the material out of which tho& ht is created, from the surrounding en1ironment, and habit crystalli;es this thought into aO permanent fiBture and stores it away in the su2conscious mind where it 2ecomes a 1ital part of our personality which silently influences our actions, forms our preEudices and our 2iases, and controls our opinions. * great philosopher had in mind the power of habit when he saidO PWe first endure, then pity, and finally em2race,P in spea4ing of the manner in which honest men come to indulge in crime. Habit may 2e li4ened to the groo1es on a phonograph record, while the mind may 2e li4ened to the needle point that fits into that groo1e. When any ha2it has 2een well formed 82y repetition of thought or action9 the mind attaches itself to and follows that ha2it as closely as the phonograph needle follows the groo1e in the waB record, no matter what may 2e the nature of that ha2it. We 2egin to see, therefore, the importance of selecting our en1ironment with the greatest of care, 2ecause en1ironment is the mental feeding ground out of which the food that goes into our minds is eBtracted. "n1ironment 1ery largely supplies the food and materials out of which we create tho& ht, and habit crystalli;es these into permanency. (ou of course understand that Pen1ironmentP is the sum total of sources through which you are influenced 2y and through the aid of the fi1e senses of seeing, hearing, smelling, tasting and feeling. PHa2it is force which is generally recogni;ed 2y the a1erage thin4ing person, 2ut which is commonly 1iewed in its ad1erse aspect to the eBclusion of its fa1ora2le phase. !t has 2een well said that all men are ]the creatures of ha2it,[ and that ]ha2it is a ca2le? we wea1e a thread of it each day and it 2ecomes so strong that we cannot 2rea4 it.[ FG'GF

P!f it 2e true that ha2it 2ecomes a cruel tyrant, ruling and compelling men against their will, desire, and inclination : and this is true in many cases : the Muestion naturally arises in the thin4ing mind whether this mighty force cannot 2e harnessed and controlled in the ser1ice of men, Eust as ha1e other forces of +ature. !f this result can 2e accomplished, then man may master ha2it and set it to wor4, instead of 2eing a sla1e to it and ser1ing it faithfully though complaining. *nd the modern psychologists tell us in no uncertain tones that ha2it may certainly 2e thus mastered, harnessed and set to wor4, instead of 2eing allowed to dominate one6s actions and character. *nd thousands of people ha1e applied this new 4nowledge and ha1e turned the force of ha2it into new channels, and ha1e compelled it to wor4 their machinery of action, instead of 2eing allowed to run to waste, or else permitted to sweep away the structures that men ha1e erected with care and eBpense, or to destroy fertile mental fields. P* ha2it is a ]mental path[ o1er which our actions ha1e tra1eled for some time, each passing ma4ing the path a little deeper and a little wider. !f you ha1e to wal4 o1er a field or through a forest, you 4now how natural it is for you to choose the clearest path in preference to the less worn ones, and greatly in preference to stepping out across the field or through the woods and ma4ing a new path. *nd the line of mental action is precisely the same. !t is mo1ement along the lines of least resistance : passage o1er the well:worn path. Ha2its are created 2y repetition and are formed in accordance to a natural law, o2ser1a2le in all animate things and some would say in inanimate things as well. *s an instance of the latter, it is pointed out that a piece of paper once folded in a certain way will fold along the same lines the neBt time. *nd all users of sewing machines, or other delicate pieces of machinery, 4now that as a machine or instrument is once ]2ro4en in[ so will it tend to run thereafter. The same law is also o2ser1a2le in the case of musical instruments. .lothing or glo1es form into creases according to the person using them, and these creases once formed will always 2e in effect, notwithstanding repeated pressings. )i1ers and streams of water cut their courses through the land, and thereafter flow along the ha2it:course. The law is in operation e1erywhere. PThese illustrations will help you to form the idea of the nature of ha2it, and will aid you in forming new mental paths : new mental creases. *nd T remem2er this always : the 2est 8and one might say the only9 way in which old ha2its may 2e remo1ed is to form new ha2its to counteract and replace the undesira2le ones. Form new mental paths o1er which to tra1el, and the old ones will soon 2ecome less distinct and in time will practically fill up from disuse. "1ery time you tra1el o1er the path of the desira2le mental ha2it, you ma4e the path deeper and wider, and ma4e it so much easier to tra1el it thereafter. This mental path:ma4ing is a 1ery important thing, and ! cannot urge upon you too strongly the inEunction to start to wor4 ma4ing the desira2le mental paths o1er which you wish to tra1el. Practice, practice, practice : 2e a good path:ma4er.P The following are the rules of procedure through which you may form the ha2its you desireO First: *t the 2eginning of the formation of a new ha2it put force and enthusiasm into your eBpression. Feel what you thin4. )emem2er that you are ta4ing the first steps toward ma4ing the new mental path? that it is much harder at first than it will 2e afterwards. -a4e the path as clear and as deep as you can, at the 2eginning, so that you can readily see it the neBt time you wish to follow it. Seco%d: >eep your attention firmly co%ce%trated on the new path:2uilding, and 4eep your mind away from the old paths, lest you incline toward them. Forget all a2out the old paths, and concern yourself only with the new ones that you are 2uilding to order. Third: Tra1el o1er your newly made paths as often as possi2le. -a4e opportunities for doing so, without waiting for them to arise through luc4 or chance. The oftener you go o1er the new paths the sooner will they 2ecome well worn and easily tra1eled. .reate plans for passing o1er these new ha2it: paths, at the 1ery start. Fo&rth: )esist the temptation to tra1el o1er the older, easier paths that you ha1e 2een using in the past. "1ery time you resist a temptation, the stronger do you 2ecome, and the easier will it 2e for you to FG'HF

!T !S * ST)!>!+/ .O!+.!#"+." TH*T P*-")!.*+P "+#S W!TH P! .*+.P

FG'KF

do so the neBt time. But e1ery time you yield to the temptation, the easier does it 2ecome to yield again, and the more difficult it 2ecomes to resist the neBt time. (ou will ha1e a fight on at the start, and this is the critical time. Pro1e your determination, persistency and will:power now, at the 1ery 2eginning. Fifth: Be sure that you ha1e mapped out the right path, as your defi%ite chief ai", and then go ahead without fear and without allowing yourself to dou2t. PPlace your hand upon the plow, and loo4 not 2ac4ward.P Select your goal, then ma4e good, deep, wide mental paths leading straight to it. *s you ha1e already o2ser1ed, there is a close relationship 2etween habit and A&to-s& estio% 8self:suggestion9. Through ha2it, an act repeatedly performed in the same manner has a tendency to 2ecome Permanent, and e1entually we come to perform the act automatically or unconsciously. !n playing a piano, for eBample, the artist can play a familiar piece while his or her conscious mind is on some other su2Eect. *uto:suggestion is the tool with which we dig a mental path? .oncentration is the hand that holds that tool? and Ha2it is the map or 2lueprint which the mental path follows. *n idea or desire, to 2e transformed into terms of action or physical reality, must 2e held in the conscious mind faithf&lly and persiste%tly until habit 2egins to gi1e it permanent form. et us turn our attention, now, to e%viro%"e%t# *s we ha1e already seen, we a2sor2 the material for thought from our surrounding en1ironment. The term Pen1ironmentP co1ers a 1ery 2road field. !t consists of the 2oo4s we read, the people with whom we associate, the community in which we li1e, the nature of the wor4 in which we are engaged, the country or nation in which we reside, the clothes we wear, the songs we sing, and, most important of all, the reli io&s a%d i%tellect&al trai%i% (e receive prior to the a e of fo&rtee% years# The purpose of analy;ing the su2Eect of en1ironment is to show its direct relationship to the personality we are de1eloping, and the importance of so guarding it that its influence will gi1e us the materials out of which we may attain our defi%ite chief ai" in life. The mind feeds upon that which we supply it, or that which is forced upon it, through our e%viro%"e%t) therefore, let us select our en1ironment, as far as possi2le, with the o2Eect of supplying the mind with suita2le material out of which to carry on its wor4 of attaining our defi%ite chief ai"# !f yo&r en1ironment is not to your li4ing, change it< The first step is to create in your own mind an eBact, clear and well rounded out picture of the en1ironment in which you 2elie1e you could 2est attain your defi%ite chief ai", and then co%ce%trate your mind upon this picture until you transform it into reality. !n esson Two, of this course, you learned that the first step you must ta4e, in the accomplishment of any desire, is to create in your mind a clear, well defined picture of that which you intend to accomplish. This is the first principle to 2e o2ser1ed in your plans for the achie1ement of s&ccess, and if you fail or neglect to o2ser1e it, you cannot succeed, eBcept 2y chance. (our daily associates constitute one of the most important and influential parts of your en1ironment, and may wor4 for your progress or your retrogression, according to the nature of those associates. *s far as possi2le, you should select as your most i%ti"ate daily associates those who are in sympathy with your aims and ideals : especially those represented 2y your defi%ite chief ai" : and whose mental attitude inspires you with enthusiasm, self:confidence, determination and am2ition. )emem2er that e1ery word spo4en within your hearing, e1ery sight that reaches your eyes, and e1ery sense impression that you recei1e through any of the fi1e senses, influences your thought as surely as the sun rises in the east and sets in the west. This 2eing true, can you not see the importance of controlling, as far as possi2le, the en1ironment in which you li1e and wor4L .an you not see the importance of reading 2oo4s that deal with su2Eects which are directly related to your defi%ite chief ai"+ .an you not see the importance of tal4ing with people who are in sympathy with your aims, and, who will encourage you and spur you on toward their attainmentL FG'NF

We are li1ing in what we call a Ptwentieth century ci1ili;ation.P The leading scientists of the world are agreed that +ature has 2een millions of years in creating, through the process of e1olution, our present ci1ili;ed en1ironment. How many hundreds of centuries the so:called !ndians had li1ed upon the +orth *merican continent, without any apprecia2le ad1ance toward modern ci1ili;ation, as we understand it, we ha1e no way of ascertaining. Their en1ironment was the wilderness, and they made no attempt whatsoe1er to change or impro1e that en1ironment? the change too4 place only after new races from afar came o1er and forced &po% the" the e%viro%"e%t of pro ressive civili,atio% i%, (hich (e are livi% today# O2ser1e what has happened within the short period of three ce%t&ries# Hunting grounds ha1e 2een transformed into great cities, and the !ndian has ta4en on education and culture, in many instances, that eMual the accomplishment of his white 2rothers. 8!n esson Fifteen, we discuss the effects of en1ironment from a worldwide 1iewpoint, and descri2e, in detail, the principal of social heredity which is the chief source through which the effects of en1ironment may 2e imposed upon the minds of the young.9 The clothes you wear influence you? therefore, they constitute a part of your en1ironment. Soiled or sha22y clothes depress you and lower your self:confidence, while clean clothes, of an appropriate style, ha1e Eust the opposite effect. !t is a well 4nown fact that an o2ser1ant person can accurately analy;e a man 2y seeing his wor4: 2ench, des4 or other place of employment. * well organi;ed des4 indicates a well organi;ed 2rain. Show me the merchant6s stoc4 of goods and ! will tell you whether he has an organi;ed or disorgani;ed 2rain, as there is a close relationship 2etween one6s mental attitude and one6s physical en1ironment. The effects of en1ironment so 1itally influence those who wor4 in factories, stores and offices, that employers are gradually reali;ing the importance of creating an en1ironment that inspires and encourages the wor4ers. One unusually progressi1e laundryman, in the city of .hicago, has plainly outdone his competitors, 2y installing in his wor4:room a player:piano, in charge of a neatly dressed young woman who 4eeps it going during the wor4ing hours. His laundrywomen are dressed in white uniforms, and there is no e1idence a2out the place that wor4 is drudgery. Through the aid of this pleasant en1ironment, this laundryman turns out more wor4, earns more profits, and pays 2etter wages than his competitors can pay. This 2rings us to an appropriate place at which to descri2e the method through which yo& may apply the principles directly and indirectly related to the su2Eect of co%ce%tratio%# et us call this method the : .A7I! 254 TO SG!!5SS* !n presenting you with this P-agic >eyP let me first eBplain that it is no in1ention or disco1ery of mine. !t is the same 4ey that is used, in one form or another, 2y the followers of +ew Thought and all other sects which are founded upon the positi1e philosophy of optimism. This -agic >ey constitutes an irresisti2le power which all who will may use. !t win unloc4 the door to riches< !t will unloc4 the door to fame< *nd, in many instances, it will unloc4 the door to physical health. !t will unloc4 the door to education and let you into the storehouse of all your latent a2ility. !t will act as a pass:4ey to any position in life for which you are fitted. Through the aid of this -agic >ey we ha1e unloc4ed the secret doors to all of the world6s great in1entions. Through its magic powers all of our great geniuses of the past ha1e 2een de1eloped. Suppose you are a la2orer, in a menial position, and desire a 2etter place in life. The -agic >ey will help you attain it< Through its use .arnegie, )oc4efeller, Hill, Harriman, -organ and scores of FG''F

TH" person who recei1es no pay for his ser1ices eBcept that which comes in the pay en1elope is underpaid, no matter how much money that en1elope may contain.

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others of their type ha1e accumulated 1ast fortunes of material wealth. !t will unloc4 prison doors and turn human derelicts into useful, trustworthy human 2eings. !t will turn failure into success and misery into happiness. (ou as4 :PWhat is this -agic >eyLP *nd ! answer with one word : co%ce%tratio%* +ow let me define co%ce%tratio% in the sense that it is here used. First, ! wish it to 2e clearly understood that ! ha1e no reference to occultism, although ! will admit that all the scientists of the world ha1e failed to eBplain the strange phenomena produced through the aid of co%ce%tratio%# !o%ce%tratio%, in the sense in which it is here used, means the a2ility, through fiBed ha2it and practice, to 4eep your mind on one su2Eect until you ha1e thoroughly familiari;ed yourself with that su2Eect and mastered it. !t means the a2ility to co%trol yo&r atte%tio% a%d foc&s it o% a ive% proble" &%til yo& have solved it# !t means the a2ility to throw off the effects of ha2its which you wish to discard, and the power to 2uild new ha2its that are more to your li4ing. !t means complete self-"astery# Stating it in another way, co%ce%tratio% is the a2ility to thin4 as you wish to thin4? the a2ility to control your thoughts and direct them to a defi%ite end? and the a2ility to organi;e your 4nowledge into a plan of action that is sound and wor4a2le. (ou can readily see that in co%ce%trati% your mind upon your defi%ite chief ai" in life, you must co1er many closely related su2Eects which 2lend into each other and complete the main su2Eect upon which you are concentrating. A"bitio% and desire are the chief factors which enter into the act of successful co%ce%tratio%# Without these factors the -agic >ey is useless, and the main reason why so few people ma4e use of this 4ey is that most people lac4 a"bitio%, and desire %othi% i% partic&lar# #esire whate1er you may, and if your desire is within reason and if it is strong enough the -agic >ey of co%ce%tratio% will help you attain it. There are learned men of science who would ha1e us 2elie1e that the wonderful power of prayer operates through the principle of co%ce%tratio% on the attainment of a deeply seated desire# +othing was e1er created 2y a human 2eing which was not first created in the imagination, through desire, and then transformed into reality through co%ce%tratio%# +ow, let us put the -agic >ey to a test, through the aid of a definite formula. First, you must put your foot on the nec4 of s4epticism and dou2t< +o un2elie1er e1er enEoyed the 2enefits of this -agic >ey. (ou must 2elie1e in the test that you are a2out to ma4e. We will assume that you ha1e thought something a2out 2ecoming a successful writer, or a powerful pu2lic spea4er, or a successful 2usiness eBecuti1e, or an a2le financier. We will ta4e pu2lic spea4ing as the su2Eect of this test, 2ut remem2er that you must follow instructions to the letter. Ta4e a plain sheet of paper, ordinary letter si;e, and write on it the followingO I a" oi% to beco"e a po(erf&l p&blic spea'er beca&se this (ill e%able "e to re%der the (orld &sef&l service that is %eeded - a%d beca&se it (ill yield "e a fi%a%cial ret&r% that (ill provide "e (ith the %ecessary "aterial thi% s of life# I (ill co%ce%trate "y "i%d &po% this desire for te% "i%&tes daily, 0&st before retiri% at %i ht a%d 0&st after arisi% i% the "or%i% , for the p&rpose of deter"i%i% 0&st ho( I shall proceed to tra%sfor" it i%to reality# I '%o( that I ca% beco"e a po(erf&l a%d "a %etic spea'er, therefore I (ill per"it %othi% to i%terfere (ith "y doi% so# =Si %ed;;;;;;;;;;;;;;;;;;;;;# FG%@F

Sign this pledge, then proceed to do as you ha1e pledged your word that you would do. >eep it up until the desired results ha1e 2een reali;ed. +ow, when you come to do your co%ce%trati% , this is the way to go a2out itO oo4 ahead one, three, fi1e or e1en ten years, and see yourself as the most powerful spea4er of your time. See, in your imagination, an appropriate income. See yourself in your own home that you ha1e purchased with the proceeds from your efforts as a spea4er or lecturer. See yourself in possession of a nice 2an4 account as a reser1e for old age. See yourself as a person of influence, due to your great a2ility as a pu2lic spea4er. See yourself engaged in a life:calling in which you will not fear the loss of your position. Paint this picture clearly, through the powers of your imagination, and lo< it will soon 2ecome transformed into a 2eautiful picture of deeply seated desire# Use this desire as the chief o2Eect of your co%ce%tratio% and o2ser1e what happens. (ou now ha1e the secret of the -agic >ey< #o not underestimate the power of the -agic >ey 2ecause it did not come to you clothed in mysticism, or 2ecause it is descri2ed in language which all who will may understand. *ll great truths are simple in final analysis, and easily understood? if they are not they are not reat truths. Use this -agic >ey with intelligence, and only for the attainment of worthy ends, and it will 2ring you enduring happiness and success. Forget the mista4es you ha1e made and the failures you ha1e eBperienced. 7uit li1ing in the past, for do you not 4now that your yesterdays ne1er returnL Start all o1er again, if your pre1ious efforts ha1e not turned out well, and ma4e the neBt fi1e or ten years tell a story of success that will satisfy your most lofty am2itions. -a4e a name for yourself and render the world a great ser1ice, through a"bitio%, desire and co%ce%trated effort* 4o& ca% do it if yo& @5LI5<5 yo& ca%* Thus endeth the -agic >ey.

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The presence of any idea or thought in your consciousness tends to produce an PassociatedP feeling and to urge you to appropriate or corresponding action. Hold a deeply seated desire in your consciousness, through the principle of co%ce%tratio%, and if you do it with full faith in its reali;ation your act attracts to your aid powers which the entire scientific world has failed to understand or eBplain with a reasona2le hypothesis. When you 2ecome familiar with the powers of co%ce%tratio% you will then understand the reason for choosing a defi%ite chief ai" as the first step in the attainment of enduring success. !o%ce%trate your mind upon the attainment of the o2Eect of a deeply seated desire and 1ery soon you will 2ecome a lode:stone that attracts, through the aid of forces which no man can eBplain, the necessary material counterparts of that desire, a statement of fact which pa1es the way for the description of a principle which constitutes the most important part of this lesson, if not, in fact, the most important part of the entire course, 1i;.O 3he% t(o or "ore people ally the"selves, i% a spirit of perfect har"o%y, for the p&rpose of attai%i% a defi%ite e%d, if that allia%ce is faithf&lly observed by all of (ho" it is co"posed, the allia%ce bri% s, to each of those of (ho" it is co"posed, po(er that is s&perh&"a% a%d see"i% ly irresistible i% %at&re# Bac4 of the foregoing statement is a law, the nature of which science has not yet determined, and it is this law that ! ha1e had in mind in connection with my repeated statements concerning the power of FG%$F

(OU ha1e a tremendous ad1antage o1er the person who slanders you or does you a willful inEustice? you ha1e it within your power to FO)/!," that person.

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or a%i,ed effort which you will notice throughout this course. !n chemistry we learn that two or more elements may 2e so compounded that the result is something entirely different in nature, from any of the indi1idual elements. For eBample, ordinary water, 4nown in chemistry under the formula of H&O, is a compound consisting of two atoms of hydrogen and one atom of oBygen, b&t (ater is %either hydro e% %or oxy e%# This PmarryingP of elements creates a% e%tirely differe%t s&bsta%ce fro" that of either of its co"po%e%t parts# The same law through which this transformation of physical elements ta4es place may 2e responsi2le for the seemingly superhuman powers resulting from the alliance of two or more people, i% a perfect state of har"o%y a%d &%dersta%di% , for the attainment of a gi1en end. This world, and all matter of which the other planets consist, is made up of electrons 8an electron 2eing the smallest 4nown analy;a2le unit of matter, and resem2ling, in nature, what we call electricity, or a form of energy9. On the other hand, tho& ht, and that which we call the Pmind,P is also a form of energy? in fact it is the highest form of energy 4nown. Thought, in other words, is or a%i,ed e%er y, and it is not impro2a2le that tho& ht is eBactly the same sort of energy as that which we generate with an electric dynamo, although of a much more highly or a%i,ed form. +ow, if all matter, in final analysis, consists of groups of electrons, which are nothing more than a form of energy which we call electricity, and if the mind is nothing 2ut a form of highly organi;ed electricity, do you not see how it is possi2le that the laws which affect matter may also go1ern the mindL *nd if com2ining two or more elements of matter, in the proper proportion and under the right conditions, will produce something entirely different from those original elements 8as in the case of H&O9, do you not see how it is possi2le so to com2ine the energy of two or more minds that the result will 2e a sort of composite mind that is totally different from the indi1idual minds of which it consistsL (ou ha1e undou2tedly noticed the manner in which you are influenced while in the presence of other people. Some people inspire you with optimism and enthusiasm. Their 1ery presence seems to stimulate your own mind to greater action, and, this not only PseemsP to 2e true, 2ut it is tr&e# (ou ha1e noticed that the presence of others had a tendency to lower your 1itality and depress you? a tendency which ! can assure you was 1ery real* What, do you imagine, could 2e the cause of these changes that come o1er us when we come within a certain range of other people, unless it is the change resulting from the 2lending or com2ining of their minds with our own, through the operation of a law that is not 1ery well understood, 2ut resem2les 8if, in fact, it is not the same law9 the law through which the com2ining of two atoms of hydrogen and one atom of oBygen produces water. ! ha1e no scientific 2asis for this hypothesis, 2ut ! ha1e gi1en it many years of serious thought and always ! come to the conclusion that it is at least a sound hypothesis, although ! ha1e no possi2le way, as yet, of reducing it to a pro1a2le hypothesis. (ou need no proof, howe1er, that the presence of some people inspires you, while the presence of others depresses you, as you 4now this to 2e a fact. +ow it stands to reason that the person who inspires you and arouses your mind to a state of greater acti1ity gi1es you more power to achie1e, while the person whose presence depresses you and lowers your 1itality, or causes you to dissipate it in useless, disorgani;ed thought, has Eust the opposite effect on you. (ou can understand this much without the aid of a hypothesis and without further proof than that which you ha1e eBperienced time after time. .ome 2ac4, now, to the original statement thatO PWhen two or more people ally themsel1es, i% a spirit of perfect har"o%y, for the purpose of attaining a definite end, if that alliance is faithf&lly observed by all of (ho" it is co"posed, the alliance 2rings, to each of those of whom it is composed, power that is superhuman and seemingly irresisti2le in nature.P Study, closely, the emphasi;ed part of the foregoing statement, for there you will find the Pmental FG%CF

formulaP which, if not faithfully o2ser1ed, destroys the effect of the whole. One atom of hydrogen com2ined with one atom of oBygen will not produce water, nor will an alliance in name only, that is not accompanied 2y $a spirit of perfect har"o%y$ 82etween those forming the alliance9, produce $po(er that is s&perh&"a% a%d see"i% ly irresistible i% %at&re#$ ! ha1e in mind a family of mountain:fol4 who, for more than siB generations, ha1e li1ed in the mountainous section of >entuc4y. /eneration after generation of this family came and went without any noticea2le impro1ement of a mental nature, each generation following in the footsteps of its ancestors. They made their li1ing from the soil, and as far as they 4new, or cared, the uni1erse consisted of a little spot of territory 4nown as etcher .ounty. They married strictly in their own Pset,P and in their own community. Finally, one of the mem2ers of this family strayed away from the floc4, so to spea4, and married a well educated and highly cultured woman from the neigh2or:state of ,irginia. This woman was one of those types of am2itious people who had learned that the uni1erse eBtended 2eyond the 2order line of etcher .ounty, and co1ered, at least, the whole of the southern states. She had heard of chemistry, and of 2otany, and of 2iology, and of pathology, and of psychology, and of many other su2Eects that were of importance in the field of education. When her children 2egan to come along to the age of understanding, she tal4ed to them of these su2Eects? and they, in turn, 2egan to show a 4een interest in them. One of her children is now the president of a great educational institution, where most of these su2Eects, and many others of eMual importance, are taught. *nother one of them is a prominent lawyer, while still another is a successful physician. Her hus2and 8than4s to the influence of her mind9 is a well 4nown dental surgeon, and the first of his family, for siB generations, to 2rea4 away from the traditions 2y which the family had 2een 2ound. The 2lending of her mind with his ave hi" the %eeded sti"&l&s to sp&r hi" o% a%d i%spired hi" (ith a"bitio% s&ch as he (o&ld %ever have '%o(% (itho&t her i%fl&e%ce# For many years ! ha1e 2een studying the 2iographies of those whom the world calls reat, and it seems to me more than a mere coincidence that in e1ery instance where the facts were a1aila2le the person who was really responsi2le for the reat%ess was in the 2ac4ground, 2ehind the scenes, and seldom heard of 2y the hero:worshiping pu2lic. +ot infreMuently is this Phidden powerP a patient little wife who has inspired her hus2and and urged him on to great achie1ement, as was true in the case ! ha1e Eust descri2ed. Henry Ford is one of the modem miracles of this age, and ! dou2t that this country, or any other, e1er produced an industrial genius of his eMual. !f the facts were 4nown 8and perhaps they are 4nown9 they might trace the cause of -r. Ford6s phenomenal achie1ements to a woman of whom the pu2lic hears 2ut little : his (ife* We read of Ford6s achie1ements and of his enormous income and imagine him to 2e 2lessed with matchless a2ility? and he is : a2ility of which the world would ne1er ha1e heard had it not 2een for the modifying influence of his wife, who has co:operated with him, during all the years of his struggle, $i% a spirit of perfect har"o%y, for the p&rpose of attai%i% a defi%ite e%d#$ ! ha1e in mind another genius who is well 4nown to the entire ci1ili;ed world, Thomas *. "dison. His in1entions are so well 4nown that they need not 2e named. "1ery time you press a 2utton and turn on an electric light, or hear a phonograph playing, you should thin4 of "dison, for it was he who perfected 2oth the incandescent light and the modern phonograph. "1ery time you see a mo1ing picture you should thin4 of "dison, for it was his genius, more than that of any other person, who made this great enterprise possi2le. But, as in the case of Henry Ford, 2ac4 of -r. "dison stands one of the most remar4a2le women in *merica T his wife< +o one outside of the "dison family, and perhaps a 1ery few intimate personal friends of theirs, 4nows to what eBtent her influence has made "dison6s achie1ements possi2le. -rs. FG%GF

#"F"*T, li4e a headache, warns us that something has gone wrong. !f we are intelligent we loo4 for the cause and profit 2y the eBperience.

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"dison once told me that -r. "dison6s outstanding Muality, the one which, a2o1e all others, was his greatest asset, was that of : !o%ce%tratio%* When -r. "dison starts a line of eBperiment or research or in1estigation? he ne1er Plets goP until he either finds that for which he is loo4ing or eBhausts e1ery possi2le effort to do so. Bac4 of -r. "dison stand two great powers? one is co%ce%tratio% and the other is -rs. "dison< +ight after night -r. "dison has wor4ed with such e%th&sias" that he reMuired 2ut three or four hours of sleep. 8O2ser1e what was said a2out the sustaining effects of e%th&sias" in esson Se1en of this course.9 Plant a tiny apple seed in the right sort of soil, at the right time of the year, and gradually it will 2urst forth into a tiny sprig, and then it will eBpand and grow into an apple tree. That tree does not come from the soil, nor does it come from the elements of the air, 2ut fro" both of these so&rces, and the man has not yet li1ed who could eBplain the law that attracts from the air and the soil the com2ination of cells of which that apple tree consists. The tree does not come out of the tiny apple seed, 2ut, that seed is the be i%%i% of the tree# When two or more people ally themsel1es, $i% a spirit of perfect har"o%y, for the p&rpose of attai%i% a defi%ite e%d,$ the end, itself, or the desire 2ac4 of that end, may 2e li4ened to the apple seed, and the 2lending of the forces of energy of the two or more minds may 2e li4ened to the air and the soil out of which come the elements that form the material o2Eects of that desire# The po(er 2ac4 of the attraction and com2ination of these forces of the mind can no more 2e eBplained than can the power 2ac4 of the com2ination of elements out of which an apple tree Pgrows.P But the all:important thing is that an apple tree will PgrowP from a seed thus properly planted, a great achieve"e%t will follow the systematic 2lending of two or more minds with a definite o2Eect in 1iew. !n esson Thirteen you will see this principle of allied effort carried to proportions which almost stagger the imagination of all who ha1e not trained themsel1es to thin4 in terms of or a%i,ed tho& ht* This course, itself, is a 1ery concrete illustration of the principle underlying that which we ha1e termed or a%i,ed effort, 2ut you will o2ser1e that it reMuires the entire siBteen lessons to complete the description of this principle. Omit a single one of the siBteen lessons and the omission would affect the whole as the remo1al of one lin4 would affect the whole of a chain. *s ! ha1e already stated in many different ways, and for the purpose of emphasis, ! now repeatO there is a well founded hypothesis that when one concentrates one6s mind upon a gi1en su2Eect, facts of a nature that is closely related to that su2Eect will PpourP in from e1ery concei1a2le source. The theory is that a deeply seated desire, when once planted in the right sort of Pmental soil,P ser1es as a center of attraction or magnet that attracts to it e1erything that harmoni;es with the nature of the desire# #r. "lmer /ates, of Washington, #. .., is perhaps one of the most competent psychologists in the world. He is recogni;ed 2oth in the field of psychology and in other directly and indirectly related fields of science, throughout the world, as 2eing a man of the highest scientific standing. .ome with me, for a moment, and study his methods< *fter #r. /ates has followed a line of in1estigation as far as possi2le through the usual channels of research, and has a1ailed himself of all the recorded facts at his command, on a gi1en su2Eect, he then ta4es a pencil and a ta2let and PsitsP for further information, 2y co%ce%trati% his "i%d o% that s&b0ect &%til tho& hts related to it be i% to FLO3 I6 GPO6 HI.# He writes down these thoughts, as they come 8from he 4nows not where9. He told me that many of his most important disco1eries came through this method. !t was more than twenty years ago that ! first tal4ed with #r. /ates on this su2Eect. Since that time, through the disco1ery of the radio principle, we ha1e 2een pro1ided with a reasona2le hypothesis through which to eBplain the results of these Psittings,P 1i;.O FG%KF

The ether, as we ha1e disco1ered through the modern radio apparatus, is in a constant state of agitation. Sound wa1es are floating through the ether at all times, 2ut these wa1es cannot 2e detected, 2eyond a short distance from their source, eBcept 2y the aid of properly attuned instruments. +ow, it seems reasona2le to suppose that tho& ht, 2eing the most highly organi;ed form of energy 4nown, is constantly sending wa1es through the ether, 2ut these wa1es, li4e those of sound, can only 2e detected and correctly interpreted 2y a properly attuned mind. There is no dou2t that when #r. /ates sat down in a room and placed himself in a Muiet, passi1e state of mind, the dominating tho& hts in his mind ser1ed as a magnetic force that attracted the related or similar tho& ht (aves of others as they passed through the ether a2out him. Ta4ing the hypothesis Eust a step further, it has occurred to me many times since the disco1ery of the modern radio principle, that every tho& ht that has ever bee% released i% or a%i,ed for", fro" the "i%d of a%y h&"a% bei% , is still i% existe%ce i% the for" of a (ave i% the ether, a%d is co%sta%tly passi% aro&%d a%d aro&%d i% a reat e%dless circle) that the act of concentrating one6s mind upon a gi1en su2Eect with intensity sends out tho& ht (aves which reach and 2lend with those of a related or similar nature, there2y esta2lishing a direct line of communication 2etween the one doing the co%ce%trati% and the thoughts of a similar nature which ha1e 2een pre1iously set into motion. /oing still a step further, may it not 2e possi2le for one so to attune his mind and harmoni;e the rate of 1i2ration of tho& ht with the rate of 1i2ration of the ether that all 4nowledge that has 2een accumulated through the or a%i,ed tho& hts of the past is a1aila2leL With these hypotheses in mind, go 2ac4 to esson Two, of this course, and study .arnegie6s description of the Pmaster mindP through which he accumulated his great fortune. When .arnegie formed an alliance 2etween more than a score of carefully selected minds, he created, 2y that means of compounding mind power, one of the strongest industrial forces that the world has e1er witnessed. With a few nota2le 8and 1ery disastrous9 eBceptions, the men constituting the Pmaster mindP which .arnegie created thought and acted as o%e* *nd, that Pmaster mindP 8composed of many indi1idual minds9 was co%ce%trated upon a single purpose, the nature of which is familiar to e1eryone who 4new -r. .arnegie? partic&larly those (ho (ere co"peti% (ith hi" i% the steel b&si%ess# !f you ha1e followed Henry Ford6s record, e1en slightly, you undou2tedly ha1e o2ser1ed that co%ce%trated effort has 2een one of the outstanding features of his career. +early thirty years ago he adopted a policy of standardi;ation as to the general type of automo2ile that he would 2uild, and he consistently maintained that policy until the change in pu2lic demand forced him, in $%&N, to change it. * few years ago, ! met the former chief engineer of the Ford plant, and he told me of an incident that happened during the early stages of -r. Ford6s automo2ile eBperience which 1ery clearly points to co%ce%trated effort as 2eing one of his prominent fundamentals of economic philosophy. On this occasion the engineers of the Ford plant had gathered in the engineering office for the purpose of discussing a proposed change in the design of the rear aBle construction of the Ford automo2ile. -r. Ford stood around and listened to the discussion until each man had had his Psay,P then he wal4ed o1er to the ta2le, tapped the drawing of the proposed aBle with his finger, and saidO P+ow listen< the aBle we are using does the wor4 for which it was intended, and does it well, and there6s going to 2e no more change in that aBle<P He turned and wal4ed away, and from that day until this the rear aBle construction of the Ford automo2ile has remained su2stantially the same. !t is not impro2a2le that -r. Ford6s success in 2uilding and mar4eting automo2iles has 2een due, 1ery largely, to his policy of consistently co%ce%trati% his efforts 2ac4 of one plan, with 2ut one defi%ite p&rpose in mind at a time. * few years ago ! read "dward Bo46s 2oo4, The -an From -aine, which is the 2iography of his father:in:law, -r. .yrus H.>. .urtis, the owner of the Saturday "1ening Post, the adies6 Home Eournal, FG%NF

!S it not strange that the word PBoomerangP has 2een in the dictionary all these years without its ha1ing 2ecome generally 4nown that a PBoomerangP is an instrument which comes 2ac4 and may wound the hand that throws itL

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and se1eral other pu2lications. *ll through the 2oo4 ! noticed that the outstanding feature of -r. .urtis6 philosophy was that of co%ce%tratio% of effort 2ac4 of a defi%ite p&rpose# #uring the early days of his ownership of the Saturday "1ening Post, when he was pouring money into a losing 1enture 2y the hundreds of thousands of dollars, it reMuired co%ce%trated effort that was 2ac4ed 2y courage such as 2ut few men possess, to ena2le him to Pcarry on.P )ead The -an From -aine. !t is a splendid lesson on the su2Eect of co%ce%tratio%, and supports, to the smallest detail, the fundamentals upon which this lesson is 2ased. The Saturday "1ening Post is now one of the most profita2le maga;ines in the world, 2ut its name would ha1e 2een long since forgotten had not -r. .urtis co%ce%trated his attention and his fortune on the one defi%ite p&rpose of ma4ing it a great maga;ine.

SSSSSSSS
We ha1e seen what an important part e%viro%"e%t and habit play in connection with the su2Eect of co%ce%tratio%# We shall now discuss, 2riefly, a third su2Eect which is no less related to the su2Eect of co%ce%tratio% than are the other two, namely, "e"ory# The principles through which an accurate, unfaltering memory may 2e trained are few, and comparati1ely simple?1i;.O $. 1ete%tio%: The recei1ing of a sense impression through one or more of the fi1e senses, and the recording of this impression, in orderly fashion, in the mind. This process may 2e li4ened to the recording of a picture on the sensiti;ed plate of a camera or 4oda4. &. 1ecall: The re1i1ing or recalling into the conscious mind of those sense impressions which ha1e 2een recorded in the su2:conscious mind. This process may 2e compared to the act of going through a card indeB and pulling out a card on which information had 2een pre1iously recorded. C. 1eco %itio%: The a2ility to recogni;e a sense impression when it is called into the conscious mind, and to identify it as 2eing a duplicate of the original impression, and to associate it with the original source from which it came when it was first recorded. This process ena2les us to distinguish 2etween PmemoryP and Pimagination.P These are the three principles that enter into the act of remem2ering. +ow let us ma4e application of these principles and determine how to use them effecti1ely, which may 2e done as followsO First: When you wish to 2e sure of your a2ility to recall a sense impression, such as a name, date or place, 2e sure to ma4e the impression 1i1id 2y co%ce%trati% yo&r atte%tio% &po% it to the finest detail. *n effecti1e way to do this is to repeat, se1eral times, that which you wish to remem2er. 3ust as a photographer must gi1e an PeBposureP proper time to record itself on the sensiti;ed plate of the camera, so must we gi1e the su2:conscious mind time to record properly and clearly any sense impression that we wish to 2e a2le to recall with readiness. Seco%d: *ssociate that which you wish to remem2er with some other o2Eect, name, place or date with which you are Muite familiar, and which you can easily recall when you wish, as, for eBample, the name of your home town, your close friend, the date of your 2irth, etc., for your mind will then file away the sense impression that you wish to 2e a2le to recall, with the one that you can easily recall, so that when 2ringing forth one into the conscious mind it 2rings, also, the other one with it. Third: )epeat that which you wish to remem2er, a num2er of times, at the same time co%ce%trati% your mind upon it, Eust as you would fiB your mind on a certain hour at which you wished to arise in the morning, which, as you 4now, insures your awa4ening at that precise hour. The common failing of not 2eing a2le to remem2er the names of other people, which most of us ha1e, is due entirely to the fact that we do not properly record the name in the first place. When you are introduced to a person whose name you wish to 2e a2le to recall at will, repeat that name four or fi1e times, first ma4ing sure that you FG%%F

understood the name correctly. !f the name is similar to that of some person whom you 4now well, associate the two names together, thin4ing of 2oth as you repeat the name of the one whose name you wish to 2e a2le to recall. !f someone gi1es you a letter to 2e mailed, loo4 at the letter, then increase its si;e, in your imagination, and see it hanging o1er a letter:2oB. FiB in your mind a letter approBimately the si;e of a door, and associate it with a letter 2oB, and you will o2ser1e that the first letter 2oB you pass on the street will cause you to recall that 2ig, odd:loo4ing letter, which you ha1e in your poc4et. Suppose that you were introduced to a lady whose name was "li;a2eth Shearer, and you wished to 2e a2le to recall her name at will. *s you repeat her name associate with it a large pair of scissors, say ten feet in length, and 7ueen "li;a2eth, and you will o2ser1e that the recalling of either the large pair of scissors or the name of 7ueen "li;a2eth will help you recall, also, the name of "li;a2eth Shearer. !f you wish to 2e a2le to remem2er the name of loyd >eith, Eust repeat the name se1eral times and associate with it the name of loyd /eorge and >eith6s Theater, either of which you can easily recall at will. The la( of associatio% is the most important feature of a well trained memory, yet it is a 1ery simple law. *ll you ha1e to do to ma4e use of it is to record the name of that which you wish to remem2er with the name of that which you ca% readily remem2er, and the recalling of one 2rings with it the other. +early ten years ago a friend ga1e me his residence telephone num2er, in -ilwau4ee, Wisconsin, and although ! did not write it down ! remem2er it today as well as ! did the day he ga1e it to me. This is the way that ! recorded itO The num2er and eBchange were a4e1iew &KH$. *t the time he ga1e me the num2er we were standing at the railroad station, in sight of a4e -ichigan? therefore, ! used the la4e as an associated o2Eect with which to file the name of the telephone eBchange. !t so happened that the telephone num2er was made up of the age of my 2rother, who was &K, and my father, who was H$, therefore ! associated their names with the num2er, thus insuring its recall. To recall the telephone eBchange and num2er, therefore, ! had only to thin4 of a4e -ichigan, my 2rother and my father. *n acMuaintance of mine found himself to 2e suffering from what is ordinarily called a Pwandering mind.P He was 2ecoming Pa2sent:mindedP and una2le to remem2er. et him tell you, in his own words which follow, how he o1ercame this handicapO P! am fifty years old. For a decade ! ha1e 2een a department manager in a large factory. *t first my duties were easy, then the firm had a rapid eBpansion of 2usiness which ga1e me added responsi2ilities. Se1eral of the young men in my department de1eloped unusual energy and a2ility : at least one of them had his eye on my Eo2. P! had reached the age in life when a man li4es to 2e comforta2le and, ha1ing 2een with the company a long time, ! felt that ! could safely settle 2ac4 into an easy 2erth. The effect of this mental attitude was well nigh disastrous to my position. P*2out two years ago ! noticed that my power of co%ce%tratio% was wea4ening and my duties were 2ecoming ir4some. ! neglected my correspondence until ! loo4ed with dread upon the formida2le pile of letters? reports accumulated and su2ordinates were incon1enienced 2y the delay. ! sat at my des4 with my mind wandering elsewhere. POther circumstances showed plainly that my mind was not on my wor4? ! forgot to attend an important meeting of the officers of the company. One of the cler4s under me caught a 2ad mista4e made in an estimate on 6a carload of goods, and, of course, saw to it that the manager learned of the incident. P! was thoroughly alarmed at the situation< *nd as4ed for a wee46s 1acation to thin4 things o1er. ! was determined to resign, or find the trou2le and remedy it. * few days of earnest introspection at an out: of:the:way mountain resort con1inced me that ! was suffering from a plain case of mind wandering. ! was FH@@F

#O you see that Pluc4yP fellow o1er there who holds a position through PpullPL et me whisper a secret in your ear : Fate is standing in wait for him Eust around the corner, with a stuffed clu2, and it is not stuffed with cotton.

FH@$F

lac4ing in co%ce%tratio%) my physical and mental acti1ities at the des4 had 2ecome desultory. ! was careless and shiftless and neglectful : all 2ecause my mind was not alertly on the Eo2. When ! had diagnosed my case with satisfaction to myself ! neBt sought the remedy. ! needed a complete new set of (or'i% habits, and ! made a resol1e to acMuire them. PWith paper and pencil ! outlined a schedule to co1er the wor4ing dayO first, the morning mail? then, the orders to 2e filled? dictation? conference with su2ordinates and miscellaneous duties? ending with a clean des4 2efore ! left. P 6Ho( is habit for"ed+/ ! as4ed myself mentally. YBy repetition,6 came 2ac4 the answer. YBut ! ha1e 2een doing these things o1er and o1er thousands of times,6 the other fellow in me protested. YTrue, 2ut not in orderly co%ce%trated fashion,6 replied the echo. P! returned to the office with mind in leash, 2ut restless, and placed my new wor4ing schedule in force at once. ! performed the same duties with the same ;est and as nearly as possi2le at the same time e1ery day. When my mind started to slip away ! Muic4ly 2rought it 2ac4. PFrom a mental stimulus, created 2y will:power, ! progressed in habit b&ildi% # #ay after day, ! practiced co%ce%tratio% of thought. When ! found repetitio% 2ecoming comforta2le, then ! 4new that ! had won.P (our a2ility to train your memory, or to de1elop any desired ha2it, is a matter, solely, of 2eing a2le to fix yo&r atte%tio% o% a ive% s&b0ect &%til the o&tli%e of that s&b0ect has bee% thoro& hly i"pressed &po% the $se%siti,ed plate$ of yo&r "i%d# !o%ce%tratio%, itself, is nothing 2ut a matter of control of the attention< (ou will o2ser1e that 2y reading a line of print with which you are not familiar, and which you ha1e ne1er seen 2efore, and then closing your eyes, you can see that line as plainly as though you were loo4ing at it on the printed page. !n reality, you are Ploo4ing at it,P not on the printed page, 2ut on the sensiti;ed plate of your own mind. !f you try this eBperiment and it does not wor4 the first time it is 2ecause you did not co%ce%trate yo&r atte%tio% on the line closely enough< )epeat the performance a few times and finally you will succeed. !f you wish to memori;e poetry, for eBample, you can do so 1ery Muic4ly 2y training yourself to fiB your attention on the lines so closely that you can shut your eyes and see them in your mind as plainly as you see them on the printed page. So important is this su2Eect of co%trol of atte%tio% that ! feel impelled to emphasi;e it in such a way that you will not pass it 2y lightly. ! ha1e reser1ed reference to this important su2Eect until the last, as a climaB to this lesson, for the reason that ! consider it, 2y far, the most important part of the lesson. The astounding results eBperienced 2y those who ma4e a practice of Pcrystal:ga;ingP are due, entirely, to their a2ility to fix atte%tio% upon a gi1en su2Eect for an un2ro4en period far 2eyond the ordinary. .rystal:ga;ing is nothing 2ut co%ce%trated atte%tio%* ! ha1e already hinted at that which ! will now state as my 2elief, namely, that it is possi2le, through the aid of co%ce%trated atte%tio%, for one so to attune one6s mind to the 1i2ration of the ether that all the secrets in the world of unfathomed and uncharted mental phenomena may 2ecome as open 2oo4s which may 2e read at will. What a thought this is to ponder o1er< ! am of the opinion, and not without su2stantial e1idence to support me, that it is possi2le for one to de1elop the a2ility of fixi% the atte%tio% so highly that one may Ptune inP and understand that which is in the mind of any person. But this is not all, nor is it the most important part of a hypothesis at which ! ha1e arri1ed after many years of careful research, for ! am satisfied that one may Eust as easily go a step further and Ptune inP on the &%iversal "i%d in which all 4nowledge is stored where it may 2e appropriated 2y all who master the art of coming after it. FH@&F

To a highly orthodoB mind these statements may seem 1ery irrational? 2ut, to the student 8and, so far, there are 2ut few people in the world who are more than mere students, of an elementary grade, of this su2Eect9 who has studied this su2Eect with any apprecia2le degree of understanding, these hypotheses seem not only possi2le, 2ut absol&tely probable# But put the hypothesis to a test of your own< (ou can select no 2etter su2Eect upon which to try an eBperiment than that which you ha1e selected as your defi%ite chief ai" in life. -emori;e your defi%ite chief ai" so you can repeat it without loo4ing at the written page, then ma4e a practice of fixi% yo&r atte%tio% o% it at least t(ice a day, proceeding as followsO /o into some Muiet place where you will not 2e distur2ed? sit down and completely relaB your mind and your 2ody? then close your eyes and place your fingers in your ears, there2y eBcluding the ordinary sound wa1es and all of the light wa1es. !n that position repeat your defi%ite chief ai" in life, and as you do so see yourself, in your imagination, in full possession of the o2Eect of that aim. !f a part of your aim is the accumulation of money, as it undou2tedly is, then see yourself in possession of that money. !f a part of the o2Eect of your defi%ite ai" is the ownership of a home, then see a picture of that home, in your imagination, Eust as you eBpect to see it in reality. !f a part of your defi%ite ai" is to 2ecome a powerful and influential pu2lic spea4er, then see yourself 2efore an enormous audience, and feel yourself playing upon the emotions of that audience as a great 1iolinist would play upon the strings of the 1iolin. *s you approach the end of this lesson, there are two things which you might do, 1i;. First: (ou might 2egin, now, to culti1ate the a2ility to fix atte%tio%, at will, on a gi1en su2Eect, with a feeling that this a2ility, when fully de1eloped, would 2ring you the o2Eect of your defi%ite chief ai" in life? or, Seco%d: (ou might tilt your nose in the air and with the smile of a cynic say to yourself T PBoshP and there2y mar4 yourself a fool* Ta4e your choice< This lesson was not written as an argument, nor as the su2Eect of a de2ate. !t is your pri1ilege to accept it, in whole or in part, or reEect it, Eust as you please. But at this place ! wish to state, howe1er, that this is not an age of cynicism or dou2t. *n age that has conMuered the air a2o1e us and the sea 2eneath us, that has ena2led us to harness the air and turn it into a messenger that will carry the sound of our 1oice half:way around the earth in the fractional part of a second, certainly is not an age that lends encouragement to the $do&bti% Tho"ases$ or the $I-do%/tbelieve-it ?o%eses#$ The human family has passed through the PStone *geP and the P!ron *geP and the PSteel *ge,Pand unless ! ha1e greatly misinterpreted the trend of the times it is now entering the P-ind Power *ge,P which will eclipse, in stupendous achie1ement, all the other PagesP com2ined. Lear% to fix yo&r atte%tio% o% a ive% s&b0ect, at (ill, for (hatever le% th of ti"e yo& choose, a%d yo& (ill have lear%ed the secret passa e-(ay to po(er a%d ple%ty* This is co%ce%tratio%* (ou will understand, from this lesson, that the o2Eect of forming an alliance 2etween two or more people, and there2y creating a P-aster -ind,P is to apply the aw of .oncentration more effecti1ely than it could 2e applied through the efforts of 2ut one person. The principle referred to as the P-aster -indP is nothing more nor less than group concentration of mind power upon the attainment of a definite o2Eect or end. /reater power comes through group mind concentration 2ecause of the Pstepping upP process Produced through the reaction of one mind upon another or others. FH@CF

Fish don6t 2ite Eust for the wishin6, >eep a:pullin6< .hange your 2ait and 4eep on fishin6? >eep a:pullin6< uc4 ain6t nailed, to any spot? -en you en1y, li4e as not, "n1y you your Eo2 and lot< >eep a:pullin6

FH@GF

PERSUASION ,S. FORCE

Success, as has 2een stated in do;ens of different ways throughout this course, is 1ery largely a matter of tactful and harmonious negotiation with other people. /enerally spea4ing, the man who understands how to Pget people to do thingsP he wants done may succeed in any calling. *s a fitting climaB for this lesson, on the aw of .oncentration, we shall descri2e the principles through which men are influenced? through which cooperation is gained? through which antagonism is eliminated and friendliness de1eloped. Force sometimes gets what appear to 2e satisfactory results, 2ut force, alone, ne1er has 2uilt and ne1er can 2uild enduring success. The world war has done more than anything which has happened in the history of the world to show us the futility of force as a means of influencing the human mind. Without going into details or recounting the instances which could 2e cited, we all 4now that force was the foundation upon which /erman philosophy has 2een 2uilt during the past forty years. The doctrine that "i ht ma4es ri ht was gi1en a worldwide trial and it failed. The human 2ody can 2e imprisoned or controlled 2y physical force, 2ut it is not so with the human mind. +o man on earth can control the mind of a normal, healthy person if that person chooses to eBercise his /od:gi1en right to control his own mind. The maEority of people do not eBercise this right. They go through the world, than4s to our faulty educational system, without ha1ing disco1ered the strength which lies dormant in their own minds. +ow and then something happens, more in the nature of an accident than anything else, which awa4ens a person and causes him to disco1er where his real strength lies and how to use it in the de1elopment of industry or one of the professions. )esultO a genius is 2orn< There is a gi1en point at which the human mind stops rising or eBploring unless something out of the daily routine happens to PpushP it o1er this o2stacle. !n some minds this point is 1ery low and in others it is 1ery high. !n still others it 1aries 2etween low and high. The indi1idual who disco1ers a way to stimulate his mind artificially, arouse it and cause it to go 2eyond this a1erage stopping point freMuently, is sure to 2e rewarded with fame and fortune if his efforts are of a constructi1e nature. The educator who disco1ers a way to stimulate any mind and cause it to rise a2o1e this a1erage stopping point without any 2ad reactionary effects, will confer a 2lessing on the human race second to none in the history of the world. We, of course, do not ha1e reference to physical stimulants or narcotics. These will always arouse the mind for a time, 2ut e1entually they ruin it entirely. We ha1e reference to a purely mental stimulant, such as that which comes through intense interest, desire, enthusiasm, lo1e, etc., the factors out of which a P-aster -indP may 2e de1eloped. The person who ma4es this disco1ery will do much toward sol1ing the crime pro2lem. (ou can do almost anything with a person when you learn how to influence his mind. The mind may 2e li4ened to a great field. !t is a 1ery fertile field which always produces a crop after the 4ind of seed which is sown in it. The pro2lem, then, is to learn how to select the right sort of seed and how to sow that seed so that it ta4es root and grows Muic4ly. We are sowing seed in our minds daily, hourly, nay, e1ery second, 2ut we are doing it promiscuously and more or less unconsciously. We must learn to do it after a carefully prepared pla%, according to a well laid out design< Hapha;ardly sown seed in the human mind 2rings 2ac4 a hapha;ard crop< There is no escape from this result. History is full of nota2le cases of men who ha1e 2een transformed from law:a2iding, peaceful, constructi1e citi;ens to ro1ing, 1icious criminals. We also ha1e thousands of cases wherein men of the low, 1icious, so:called criminal type ha1e 2een transformed into constructi1e, law:a2iding citi;ens. !n e1ery one of these cases the transformation of the human 2eing too4 place in the mind of the man. He FH@HF

created in his own mind, for one reason or another, a picture of what, he desired and then proceeded to transform that picture into reality. *s a matter of fact, if a picture of? any en1ironment, condition or thing 2e pictured in the human mind and if the mind 2e focused or concentrated on that picture long enough and persistently enough, and 2ac4ed up with a stro% desire for the thing pictured, it is 2ut a short step from the picture, to the reali;ation of it in physical or mental form. The world war 2rought out many startling tendencies of the human mind which corro2orate the wor4 which the psychologist has carried on in his research into the wor4ings of the mind. The following account of a rough, uncouth, unschooled, undisciplined young mountaineer is an eBcellent case in pointO

FOUGHT FOR HIS RELIGION6 NOW GREAT WAR HERO

^^^^^ )otarians Plan to Present Farm to *r1in (or4, Unlettered Tennessee SMuirrel Hunter B( /"O)/"W. #!AO+ How *r1in .ullom (or4, an unlettered Tennessee sMuirrel hunter, 2ecame the foremost hero of the *merican "Bpeditionary Forces in France, forms a romantic chapter in the history of the world war. (or4 is a nati1e of Fentress .ounty. He was 2orn and reared among the hardy mountaineers of the Tennessee woods. There is not e1en a railroad in Fentress .ounty. #uring his earlier years he was reputed to 2e a desperate character. He was what was 4nown as a gunman. He was a dead shot with a re1ol1er, and his prowess with the rifle was 4nown far and wide among the plain people of the Tennessee hills. One day a religious organi;ation pitched its tent in the community in which (or4 and his parents li1ed. !t was a strange sect that came to the mountains loo4ing for con1erts, 2ut the methods of the e1angels of the new cult were full of fire and emotionalism. They denounced the sinner, the 1ile character and the man who too4 ad1antage of his neigh2or. They pointed to the religion of the -aster as an eBample that all should follow.

AL,IN GETS RELIGION

*l1in .ullom (or4 startled his neigh2ors one night 2y flinging himself down at the mourners6 2ench. Old men stirred in their seats and women craned their nec4s, as (or4 wrestled with his sins in the shadows of the Tennessee mountains. (or4 2ecame an ardent apostle of the new religion. He 2ecame an eBhorter, a leader in the religious life of the community and, although his mar4smanship was as deadly as e1er, no one feared him who wal4ed in the path of righteousness. When the news of the war reached that remote section of Tennessee and the mountaineers were told that they were going to 2e Pconscripted,P (or4 grew sullen and disagreea2le. He didn6t 2elie1e in 4illing human 2eings, e1en in war. His Bi2le taught him, PThou shalt not 4ill.P To his mind this was literal and final. He was 2randed as a Pconscientious o2Eector.P The draft officers anticipated trou2le. They 4new that his mind was made up, and they would ha1e to reach him in some manner other than 2y threats of punishment.

WAR IN A HOLY CAUSE

They went to (or4 with a Bi2le and showed him that the war was in a holy cause : the cause of FH@KF

H")" are twel1e good reasons for Failure. The first one is the a1owed intention of doing no more than one is paid to do, and the person who ma4es this a1owal may see the other ele1en 2y stepping 2efore a loo4ing:glass.

FH@NF

li2erty and human freedom. They pointed out that men li4e himself were called upon 2y the Higher Powers to ma4e the world free? to protect innocent women and children from 1iolation? to ma4e life worth li1ing for the poor and oppressed? to o1ercome the P2eastP pictured in the Scriptures, and to ma4e the world free for the de1elopment of .hristian ideals and .hristian manhood and womanhood. !t was a fight 2etween the hosts of righteousness and the hordes of Satan. The de1il was trying to conMuer the world through his chosen agents, the >aiser and his generals. (or46s eyes 2la;ed with a fierce light. His 2ig hands closed li4e a 1ise. His strong Eaws snapped. PThe >aiser,P he hissed 2etween his teeth, Pthe 2east< the destroyer of women and children< !6ll show him where he 2elongs if ! e1er get within gunshot of him<P He caressed his rifle, 4issed his mother good:2y and told her he would see her again when the >aiser had 2een put out of 2usiness. He went to the training camp and drilled with scrupulous care and strict o2edience to orders. His s4ill at target practice attracted attention. His comrades were pu;;led at his high scores. They had not rec4oned that a 2ac4woods sMuirrel hunter would ma4e fine material for a sniper in the front:line trenches. (or46s part in the war is now history. /eneral Pershing has designated him as the foremost indi1idual hero of the war. He won e1ery decoration, including the .ongressional -edal, the .roiB de /uerre, the egion of Honor. He faced the /ermans without fear of death. He was fighting to 1indicate his religion, for the sanctity of the home? the lo1e of women and children? the preser1ation of the ideals of .hristianity and the li2erties of the poor and oppressed. Fear was not in his code or his 1oca2ulary. His cod daring electrified more than a million men and set the world to tal4ing a2out this strange, unlettered hero from the hills of Tennessee. Here we ha1e a case of a young mountaineer who, had he 2een approached from Eust a slightly different angle, undou2tedly would ha1e resisted conscription and, li4ely as not, would ha1e 2ecome so em2ittered toward his country that he would ha1e 2ecome an outlaw, loo4ing for an opportunity to stri4e 2ac4 at the first chance. Those who approached him 4new something of the principles through which the human mind wor4s. They 4new how to manage young (or4 2y first o1ercoming the resistance that he had wor4ed up in his own mind. This is the 1ery point at which thousands of men, through improper understanding of these principles, are ar2itrarily classed as criminals and treated as dangerous, 1icious people. Through suggestion these people could ha1e 2een handled as effecti1ely as young (or4 was handled, and de1eloped into useful, producti1e human 2eings. !n your search for ways and means of understanding and manipulating your own mind so you can persuade it to create that which you desire in life, let us remind you that, without a single eBception, anything which irritates you and arouses you to anger, hatred, disli4e, or cynicism, is destructi1e and 1ery 2ad for you. 4o& ca% %ever et the "axi"&" or eve% a fair avera e of co%str&ctive actio% o&t of yo&r "i%d &%til yo& have lear%ed to co%trol it a%d 'eep it fro" beco"i% sti"&lated thro& h a% er or fear* These two negati1es, anger and fear, are positi1ely destructi1e to your mind, and as long as you allow them to remain you can 2e sure of results which are unsatisfactory and away 2elow what you are capa2le of producing. !n our discussion of en1ironment and ha2it we learned that the indi1idual mind is amena2le to the suggestions of en1ironment? that the minds of the indi1iduals of a crowd 2lend with one another conforming to the suggestion of the pre1ailing influence of the leader or dominating figure. -r. 3. *. Fis4 gi1es us an interesting account of the influence of mental suggestion in the re1i1al meeting, which 2ears out the statement that the crowd mind 2lends into one, as followsO FH@'F

MENTAL SUGGESTION IN THE RE,I,AL

-odern psychology has firmly esta2lished the fact that the greater part of the phenomena of the religious Pre1i1alP are psychical rather than spiritual in their nature, and ab%or"ally psychical at that. The leading authorities recogni;e the fact that the mental eBcitement attendant upon the emotional appeals of the Pre1i1alistP must 2e classified with the phenomena, of hypnotic suggestion rather than with that of true, religious eBperience. *nd those who ha1e made a close study of the su2Eect 2elie1e that instead of such eBcitement tending to ele1ate the mind and eBalt the spirit of the indi1idual, it ser1es to wea4en and degrade the mind and prostitute the spirit 2y dragging it in the mud of a2normal psychic fren;y and emotional eBcess. !n fact, 2y some careful o2ser1ers, familiar with the respecti1e phenomena, the religious Pre1i1alP meeting is classed with the pu2lic hypnotic PentertainmentP as a typical eBample of psychic intoBication and hysterical eBcess. #a1id Starr 3ordan, chancellor emeritus of eland Stanford Uni1ersity, saysO PWhis4y, cocaine and alcohol 2ring temporary insanity, and so does a re1i1al of religion.P The late Professor William 3ames, of Har1ard Uni1ersity, the eminent psychologist, saysO P)eligious re1i1alism is more dangerous to the life of society than drun4enness.P !t should 2e unnecessary to state that in this lesson the term Pre1i1alP is used in the narrower signification indicating the typical religious emotional eBcitement 4nown 2y the term in Muestion, and is not intended to apply to the older and respected religious eBperience designated 2y the same term, which was so highly re1ered among the Puritans, utherans and others in the past. * standard reference wor4 spea4s of the general su2Eect of the Pre1i1alP as followsO P)e1i1als occur in all religions. When one ta4es place a large num2er of persons who ha1e 2een comparati1ely dead or indifferent to spiritual considerations simultaneously or in Muic4 succession 2ecome ali1e to their importance, alter spiritually and morally, and act with eBceeding ;eal in con1erting others to their 1iews. * -ohammedan re1i1al ta4es the form of a return to the strict doctrines of the >oran, and a desire to propagate them 2y the sword. * .hristian minority li1ing in the place is in danger of 2eing massacred 2y the re1i1alists. Pentecostal effusion of the Holy Spirit produced a re1i1al within the infant church, followed 2y numerous con1ersions from outside. )e1i1als, though not called 2y that name, occurred at inter1als from apostolic times till the )eformation, the re1i1alists 2eing sometimes so unsympathetically treated that they left the church and formed sects, while, in other cases, and nota2ly in those of the founders of the monastic orders, they were retained and acted on the church as a whole. The spiritual impulse which led to the )eformation, and the antagonistic one which produced or attended the rise of the Society of 3esus, were 2oth re1i1alist. !t is, howe1er, to sudden increase of spiritual acti1ity within the Protestant churches that the term ]re1i1al[ is chiefly confined. The enterprise of the Wesley[s and Whitefield in this country and "ngland from $NC' onward was thoroughly re1i1alistW.Since then, 1arious re1i1als ha1e from time to time occurred, and nearly all denominations aim at their production. The means adopted are prayer for the Holy Spirit, meetings continued night after night, often to a late hour, stirring addresses, chiefly from re1i1alist laymen, and after:meetings to deal with those impressed. Ultimately it has 2een found that some of those apparently con1erted ha1e 2een steadfast, others ha1e fallen 2ac4, while deadness proportioned to the pre1ious eBcitement temporarily pre1ails. Sometimes eBcita2le persons at re1i1al meetings utter piercing cries, or e1en fall prostrate. PThese mor2id manifestations are now discouraged, and ha1e in conseMuence 2ecome more rare.P !n order to understand the principle of the operation of mental suggestion in the re1i1al meeting, we must first understand something of what is 4nown as the psychology of the crowd. Psychologists are aware that the psycholo y of a cro(d, considered as a whole, differs materially from that of the separate indi1iduals composing that crowd. There is a crowd of separate indi1iduals, and a composite crowd in FH@%F

+OTH!+/ is so contagious as enthusiasm. !t is the real allegory of the tale of Orpheus. !t mo1es stones, it charms 2rutes. "nthusiasm is the genius of sincerity and truth accomplishes no 1ictories without it. :Bulwer

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which the emotional natures of the units seem to 2lend and fuse. The change from the first:named crowd to the second arises from the influence of earnest attention, or deep emotional appeals or common interest. When this change occurs the crowd 2ecomes a composite indi1idual, the degree of whose intelligence and emotional control is 2ut little a2o1e that of its wea4est mem2er. This fact, startling as it may appear to the a1erage reader, is well 4nown and is admitted 2y the leading psychologists of the day? and many important essays and 2oo4s ha1e 2een written thereupon. The predominant characteristics of this Pcomposite:mindednessP of a crowd are the e1idences of eBtreme suggesti2ility, response to appeals of emotion, 1i1id imagination, and action arising from imitation : all of which are mental traits uni1ersally manifested 2y primiti1e man. !n short, the crowd manifests atavis", or re1ersion to early racial traits. #ials, in his Psychology of the *ggregate -ind of an *udience, holds that the mind of an assem2lage listening to a powerful spea4er undergoes a curious process called Pfusion,P 2y which the indi1iduals in the audience, losing their personal traits for the time 2eing, to a greater or less degree, are red&ced, as it (ere, to a si% le i%divid&al, (hose characteristics are those of a% i"p&lsive yo&th of t(e%ty, i"b&ed i% e%eral (ith hi h ideals, b&t sac'i% i% reaso%i% , po(er a%d (ill# Tarde, the French psychologist, ad1ances similar 1iews. Professor 3oseph 3astrow, in his Fact and Fa2le in Psychology, saysO P!n the production of this state of mind a factor as yet unmentioned plays a leading role, the power of mental contagion. "rror, li4e truth, flourishes in crowds. *t the heart of sympathy each finds a home... +o form of contagion is so insidious in its outset, so difficult to chec4 in its ad1ance, so certain to lea1e germs that may at any moment re1eal their pernicious power, as a mental contagion : the contagion of fear, of panic, of fanaticism, of lawlessness, of superstition, of errorW.!n 2rief, we must add to the many factors which contri2ute to deception, the recogni;ed lowering of critical a2ility, of the power of accurate o2ser1ation, indeed, of rationality, which merely 2eing one of a crowd induces. The conEurer finds it easy to perform to a large audience, 2ecause, among other reasons, it is easier to arouse their admiration and sympathy, easier to ma4e them forget themsel1es and enter into the uncritical spirit of wonderland. !t would seem that in some respects the critical tone of an assem2ly, li4e the strength of a chain, is that of its wea4est mem2er.P Professor eBon, in his The .rowd, saysO PThe sentiments and ideas of all the persons in the gathering ta4e one and the same direction, and their conscious personality 1anishes. * collecti1e mind is formed, dou2tless transitory, 2y presenting 1ery clearly mar4ed characteristics. The gathering has 2ecome what, in the a2sence of a 2etter eBpression, ! will call an organi;ed crowd, or, if the term 2e considered prefera2le, a psychological crowd. !t forms a single 2eing, and is su2Eected to the law of the mental unity of crowds....The most stri4ing peculiarity presented 2y a psychological crowd is the followingO Whoe1er 2e the indi1iduals that compose it, howe1er li4e or unli4e 2e their mode of life, their occupation, their character, or their intelligence, the fact that they ha1e 2een transformed into a crowd puts them in Possession of a sort of collecti1e mind which ma4es them feel, thin4 and act in a manner Muite different from that in which each indi1idual of them would feel, thin4 and act were he in a state of isolation. There are certain ideas and feelings which do not come into 2eing, or do not transform themsel1es into acts, eBcept in the case of the indi1iduals forming a crowdW.!n crowds it is stupidity and not mother wit that is accumulated. !n the collecti1e mind the intellectual aptitudes of the indi1iduals, and in conseMuence their indi1iduality, is wea4enedW.The most careful o2ser1ations seem to pro1e that an indi1idual immerged for some length of time in a crowd in action soon finds himself in a special state, which most resem2les the state of fascination in which the hypnoti;ed indi1idual finds himselfW.The conscious personality has entirely 1anished, will and discernment are lost. *ll feelings and thoughts are 2ent in the direction determined 2y the hypnoti;erW. Under the influence of a suggestion he will underta4e the accomplishment of certain acts with irresisti2le FH$$F

impetuosity. This impetuosity is the more irresisti2le in the case of crowds, from the fact that, the suggestion 2eing the same for all the indi1iduals of the crowd, it gains in strength 2y reciprocity. -oreo1er, 2y the mere fact that he forms part of an organi;ed crowd, a man descends se1eral rungs in the ladder of ci1ili;ation. !solated, he may 2e a cultured indi1idual? in a crowd, he is a 2ar2arian : that is, a creature acting 2y instinct. He possesses the spontaneity, the 1iolence, the ferocity, and also the enthusiasm and heroism of primiti1e 2eings, whom he further tends to resem2le 2y the facility with which he allows himself to 2e induced to commit acts contrary to his most o21ious interests and his 2est 4nown ha2its. *n indi1idual in a crowd is a grain of sand amid other grains of sand, which the wind stirs up at will.P Professor #a1enport, in his Primiti1e Traits in )eligious )e1i1als, saysO PThe mind of the crowd is strangely li4e that of primiti1e man. -ost of the people in it may 2e far from primiti1e in emotion, in thought, in character? ne1ertheless, the result tends always to 2e the same. Stimulation immediately 2egets action. )eason is in a2eyance. The cool, rational spea4er has little chance 2eside the s4illful emotional orator. The crowd thin4s in images, and speech must ta4e this form to 2e accessi2le to it. The images are not connected 2y any natural 2ond, and they ta4e each other6s place li4e the slides of a magic lantern. !t follows from this, of course, that appeals to the imagination ha1e paramount influenceW.The crowd is united and go1erned 2y emotion rather than 2y reason. "motion is the natural 2ond, for men differ much less in this respect than in intellect. !t is also true that in a crowd of a thousand men the amount of emotion actually generated and eBisting is far greater than the sum which might concei1a2ly 2e o2tained 2y adding together the emotions of the indi1iduals ta4en 2y themsel1es. The eBplanation of this is that the attention of the crowd is always directed either 2y the circumstances of the occasion or 2y the spea4er to certain common ideas : as 6sal1ation6 in religious gatherings....and e1ery indi1idual in the gathering is stirred with emotion, not only 2ecause the idea or the shi22oleth stirs him, 2ut also 2ecause he is conscious that e1ery other indi1idual in the gathering 2elie1es in the idea or the shi22oleth, and is stirred 2y it, too. *nd this enormously increases the 1olume of his own emotion and conseMuently the total 1olume of emotion in the crowd. *s in the case of the primiti1e mind, imagination has unloc4ed the floodgates of emotion, which on occasion may 2ecome wild enthusiasm or demoniac fren;y.J The student of suggestion will see that not only are the emotional mem2ers of a re1i1al audience su2Eect to the effect of the Pcomposite:mindednessP arising from the Ppsychology of the crowdP and are there2y wea4ened in resisti1e power, 2ut that they are also 2rought under the influence of two other 1ery potent forms of mental suggestion. *dded to the powerful suggestion of authority eBercised 2y the re1i1alist, which is eBerted to its fullest along lines 1ery similar to that of the professional hypnotist, is the suggestion of imitation eBerted upon each indi1idual 2y the com2ined force of the 2alance of the crowd. *s #ur4heim o2ser1ed in his psychological in1estigations, the a1erage indi1idual is Pintimidated 2y the massP of the crowd around him, or 2efore him, and eBperiences that peculiar psychological influence eBerted 2y the mere num2er of people as against his indi1idual self. +ot only does the suggesti2le person find it easy to respond to the authoritati1e suggestions of the preacher and the eBhortations of his helpers, 2ut he is also 2rought under the direct fire of the imitati1e suggestions of those on all sides who are eBperiencing emotional acti1ities and who are manifesting them outwardly. +ot only does the 1oice of the shepherd urge forward, 2ut the tin4le of the 2ellwether6s 2ell is also heard, and the imitati1e tendency of the floc4, which causes one sheep to Eump 2ecause one ahead of him does so 8and so on until the last sheep has Eumped9, needs 2ut the force of the eBample of a leader to start into motion the entire floc4. This is not an eBaggeration : human 2eings, in times of panic, fright, or deep emotion of any 4ind, manifest the imitati1e tendency of the sheep, and the tendency of cattle and horses to PstampedeP under imitation. To the student eBperienced in the eBperimental wor4 of the psychological la2oratory there is the FH$&F

SO-" men are successful as long as someone else stands 2ac4 of them and encourages them, and some men are successful in spite of Hell< Ta4e your choice.

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1ery closest analogy o2ser1ed in the respecti1e phenomena of the re1i1al and hypnotic suggestion. !n 2oth cases the attention and interest is attracted 2y the unusual procedure? the element of mystery and awe is induced 2y words and actions calculated to inspire them? the senses are tired 2y monotonous tal4 in an impressi1e and authoritati1e tone? and finally the suggestions are proEected in a commanding, s& estive manner familiar to all students of hypnotic suggestion. The su2Eects in 2oth cases are prepared for the final suggestions and commands, 2y pre1iously gi1en minor suggestions, such asO PStand up,P or P oo4 this way,P etc., in the case of the hypnotist? and 2yO P*ll those who thin4 so:and:so, stand up,P and P*ll who are willing to 2ecome 2etter, stand up,P etc., in the case of the re1i1alist. The impressiona2le su2Eects are th&s acc&sto"ed to obedie%ce to s& estio% by easy sta es# A%d, fi%ally, the co""a%di% s& estio%: $!o"e ri ht &p - ri ht &p - this (ay - ri ht &p - co"e, I say, co"e, co"e, !O.5*$ etc., which ta4es the impressed ones right off their feet and rushes them to the front, are, almost precisely the same in the hypnotic eBperiment or s_ance, on the one hand, and the sensational re1i1al, on the other. "1ery good re1i1alist would ma4e a good hypnotic operator, and e1ery good hypnotic operator would ma4e a good re1i1alist if his mind were turned in that direction. !n the re1i1al, the person gi1ing the suggestions has the ad1antage of 2rea4ing down the resistance of his audience 2y arousing their sentiments and emotions. Tales depicting the influence of mother, home and hea1en? songs li4e PTell -other, !6ll Be ThereP? and personal appeals to the re1ered associations of one6s past and early life tend to reduce one to the state of emotional response, and render him most suscepti2le to strong, repeated suggestions along the same line. (oung people and hysterical women are especially suscepti2le to this form of emotional suggestion. Their feelings are stirred, and the will is influenced 2y the preaching, the songs, and the personal appeals of the co:wor4ers of the re1i1alist. The most sacred sentimental memories are reawa4ened for the moment and old conditions of mind are reinduced. PWhere !s -y Wandering Boy TonightLP 2rings forth tears to many a one to whom the memory of the mother is sacred, and the preaching that the mother is dwelling in a state of 2liss 2eyond the s4ies, from which the uncon1erted child is cut off unless he professes faith, ser1es to mo1e many to action for the time 2eing. The element of fear is also in1o4ed in the re1i1al T not so much as formerly, it is true, 2ut still to a considera2le eBtent and more su2tly. The fear of a sudden death in an uncon1erted condition is held o1er the audience, and, PWhy not %o( : why not to%i ht+$ is as4ed him, accompanied 2y the hymn? POh, Why #o (ou Wait, #ear BrotherLP *s #a1enport saysO P!t is well 4nown that the employment of sym2olic images immensely increases the emotion of an audience. The 1oca2ulary of re1i1als a2ounds in them : the cross, the crown, the angel 2and, hell, hea1en. +ow 1i1id imagination and strong feeling and 2elief are states of mind fa1ora2le to suggestion as well as to impulsi1e action. !t is also true that the influence of a crowd largely in sympathy with the ideas suggested is thoroughly coerci1e or intimidati1e upon the indi1idual sinner. There is considera2le professed con1ersion which results in the 2eginning from little more than this form of social pressure, and which may ne1er de1elop 2eyond it. Finally, the inhi2ition of all eBtraneous ideas is encouraged in re1i1al assem2lies 2oth 2y prayer and speech. There is, therefore, eBtreme sensiti1eness to suggestion. When to these conditions of negati1e consciousness on the part of an audience there has 2een added a conductor of the meetings who has a high hypnotic potential, such as Wesley or Finney, or who is only a thoroughly persuasi1e and magnetic personality, such as Whitefield, there may easily 2e an influence eBerted upon certain indi1iduals of a crowd which closely approaches the a2normal or thoroughly hypnotic. When this point is not reached there is still a great amount of highly acute though normal suggesti2ility to 2e rec4oned with.P The persons who show signs of 2eing influenced are then Pla2ored withP 2y either the re1i1alist or his co:wor4ers. They are urged to surrender their will, and P ea1e it all to the ord.P They are told to P/i1e yourself to /od, now, right now, this minuteP? or to POnly 2elie1e now, and you shall 2e sa1edP? or PWon6t you gi1e yourself to 3esusLP etc. They are eBhorted and prayed with? arms are placed around their FH$GF

shoulders, and e1ery art of emotional persuasi1e suggestion is used to ma4e the sinner Pgi1e up.P Star2uc4 in his The Psychology of )eligion relates a num2er of instances of the eBperiences of con1erted persons at re1i1als. One person wrote as followsO P-y will seemed wholly at the mercy of others, particularly of the re1i1alist -0. There was a2solutely no intellectual element. !t was pure feeling. There followed a period of ecstasy. ! was 2ent on doing good and was eloMuent in appealing to others. The state of moral eBaltation did not continue. !t was followed 2y a complete relapse from orthodoB religion.P #a1enport has the following to say in reply to the claim that the old methods of influencing con1erts at a re1i1al ha1e passed away with the crude theology of the pastO P! lay particular stress upon this matter here, 2ecause, while the employment of irrational fear in re1i1als has largely passed away, the employment of the hypnotic method has not passed away. There has rather 2een a recrudescence and a conscious strengthening of it 2ecause the old prop of terror is gone. *nd it cannot 2e too 1igorously emphasi;ed that such a force is not a ]spiritual[ force in any high and clear sense at all, 2ut is rather uncanny and psychic and o2scure. *nd the method itself needs to 2e greatly refined 2efore it can e1er 2e of any spiritual 2enefit whate1er. !t is thoroughly primiti1e and 2elongs with the animal and instincti1e means of fascination. !n this 2ald, crude form, the feline employs it upon the helpless 2ird and the !ndian medicine:man upon the ghost:dance 1otary. When used, as it has often 2een, upon little children who are naturally highly suggesti2le, it has no Eustification whate1er and is mentally and morally inEurious in the highest degree. ! do not see how 1iolent emotional throes and the use of suggestion in its crude forms can 2e made ser1icea2le e1en in the cases of hardened sinners, and certainly with large classes of the population the employment of this means is nothing 2ut psychological malpractice. We guard with intelligent care against Muac4ery in physiological o2stetrics. !t would 2e well if a sterner training and prohi2ition hedged a2out the spiritual o2stetrician, whose function it is to guide the far more delicate process of the new 2irth.P Some who fa1or the methods of the re1i1al, 2ut who also recogni;e the fact that mental suggestion plays a most important part in the phenomena thereof, hold that the o2Eections similar to those here ad1anced are not 1alid against the methods of the re1i1al, inasmuch as mental suggestion, as is well 4nown, "ay be &sed for ood p&rposes as (ell as bad : for the 2enefit and uplifting of people as well as in the opposite direction. This 2eing admitted, these good fol4s argue that mental suggestion in the re1i1al is a legitimate method or Pweapon of attac4 upon the stronghold of the de1il.P But this argument is found to 2e defecti1e when eBamined in its effects and conseMuences. !n the first place, it would seem to identify the emotional, neurotic and hysterical mental states induced 2y re1i1al methods with the spiritual uplift and moral regeneration which is the accompaniment of true religious eBperience. !t see4s to place the counterfeit on a par with the genuine : the 2aleful glare of the rays of the psychic moon with the in1igorating and animating rays of the spiritual sun. !t see4s to raise the hypnotic phase to that of the Pspiritual:mindednessPof man. To those who are familiar with the two classes of phenomena, there is a difference as wide as that 2etween the poles eBisting 2etween them. *s a straw showing how the wind of the 2est modern religious thought is 2lowing, we su2mit the following, from the 1olume entitled )eligion and -iracle, from the pen of )e1. #r. /eorge *. /ordon, pastor emeritus of the +ew Old South .hurch of BostonO PFor this end professional re1i1alism, with its organi;ations, its staff of reporters who ma4e the figures suit the hopes of good men, the system of ad1ertisements, and the eBclusion or suppression of all sound critical comment, the appeals to emotion and the use of means which ha1e no 1isi2le connection with grace and cannot 2y any possi2ility lead to glory, is utterly inadeMuate. The world waits for the 1ision, the passion, the simplicity and the stern truthfulness of the He2rew prophet? it awaits the imperial 2readth and moral energy of the .hristian apostle to the nations? it awaits the teacher who, li4e .hrist, shall carry his doctrine in a great mind and a great character.P FH$HF

(OU need ha1e no fear of competition from the person who says, I!6m not paid to do this and !6ll not do it.J He will ne1er 2e a dangerous competitor for your Eo2. But watch out for the fellow who remains at his wor4 until it is finished and performs a little more than is eBpected of him, for he may challenge you at the post and pass you at the grand:stand.

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While there ha1e undou2tedly 2een many instances of persons attracted originally 2y the emotional eBcitement of the re1i1al, and afterwards leading worthy religious li1es in accordance with the higher spiritual nature, still in too many cases the re1i1al has eBerted 2ut a temporary effect for good upon the persons yielding to the eBcitement, and after the stress has passed has resulted in creating an indifference and e1en an a1ersion for true religious feeling. The reaction is often eMual to the original action. The conseMuences of P2ac4slidingP are well 4nown in all churches, after a spirited re1i1al. !n others there is merely awa4ened a suscepti2ility to emotional eBcitement, which causes the indi1idual to undergo repeated stages of Pcon1ersionP at each re1i1al, and a su2seMuent P2ac4slidingP after the influence of the meeting is withdrawn. -oreo1er, it is a fact 4nown to psychologists that persons who ha1e gi1en way to the emotional eBcitement and eBcesses of the typical re1i1al are rendered afterwards far more suggesti2le and open to Pisms,Pfads and false religions than 2efore. The people floc'i% to the s&pport of the vario&s pse&doreli io&s adve%t&rers a%d i"postors of the a e are e%erally fo&%d to be the sa"e people (ho (ere previo&sly the "ost arde%t a%d excitable co%verts of the revival# The ran4s of the P-essiahs,P P"liEahsP and PProphets of the #awn,P who ha1e appeared in great num2ers in this country and "ngland during the past fifty years, ha1e 2een recruited almost eBclusi1ely from those who ha1e pre1iously PeBperiencedP the re1i1al fer1or in the orthodoB churches. !t is the old story of the training of the hypnotic su2Eect. "specially harmful is this form of emotional intoBication among young people and women. !t must 2e remem2ered that the period of adolescence is one in which the mental nature of the indi1idual is undergoing great changes. !t is a period noted for peculiar de1elopment of the emotional nature, the seB nature, and the religious nature. The eBisting conditions at this period render the psychic de2auchery of the re1i1al, s_ance or hypnotic eBhi2ition particularly harmful. "Bcessi1e emotional eBcitement, coupled with mystery, fear and awe, at this period of life, often results in mor2id and a2normal conditions arising in afterlife. *s #a1enport well saysO P!t is no time for the shoc4 of fear or the agony of remorse. The only result of such misguided religious ;eal is li4ely to 2e a strengthening in many cases of those tendencies, especially in females, toward mor2idity and hysteria, toward dar4ness and dou2t.P There are other facts connected with the close relation eBisting 2etween a2normal religious eBcitement and the undue arousing of the seBual nature, which are well 4nown to all students of the su2Eect, 2ut which cannot 2e spo4en of here. *s a hint, howe1er, the following, from #a1enport, will ser1e its purposeO P... *t the age of pu2erty there is an organic process at wor4 which pushes into acti1ity at nearly the same time the seBual and the spiritual. There is no proof, howe1er, of the causation of the latter 2y the former. But it does appear to 2e true that the two are closely associated at the point in the physical process where they 2ranch in different directions, that at that critical period a%y radical excitatio% of the o%e has its i%fl&e%ce &po% the other#$ * careful consideration of this important statement will ser1e to eBplain many things that ha1e sorely perpleBed many good people in the past, in connection with re1i1al eBcitement in a town, camp meetings, etc. This apparent influence of the de1il,which so worried our forefathers, is seen to 2e 2ut the operation of natural psychological and physiological laws. To understand it is to ha1e the remedy at hand. But what do the authorities say of the re1i1al of the future : the new re1i1al : the real re1i1alL et Professor #a1enport spea4 for the critics : he is well adapted for the tas4. He saysO PThere will 2e, ! 2elie1e, far less use of the re1i1al meeting as a crass coerci1e instrument for o1erriding the will and o1erwhelming the reason of the indi1idual man. The influence of pu2lic religious gatherings will 2e more indirect, more uno2trusi1e. !t will 2e recogni;ed that hypnoti;ation and forced choices wea4en the soul, and there will 2e no attempt to press to decision in so great a matter under the spell of eBcitement and contagion and suggestion. . . .The con1erts may 2e few. They may 2e many. They will 2e measured, not 2y the capacity of the preacher for administrati1e hypnotism, 2ut rather 2y the capacity for unselfish friendship of e1ery .hristian man and woman. But of this ! thin4 we may 2e FH$NF

U+T! you ha1e learned to 2e tolerant with those who do not always agree with you : until you ha1e culti1ated the ha2it of saying some 4ind word of those whom you do not admire T until you ha1e formed the ha2it of loo4ing for the good instead of the 2ad there is in others, you will 2e neither successful nor happy.

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confident : the days of religious effer1escence and passional unrestraint are dying. The days of intelligent, undemonstrati1e and self:sacrificing piety are dawning. To do Eustly, to lo1e mercy, to wal4 hum2ly with /od : these remain the cardinal tests of the di1ine in man. I)eligious eBperience is an e1olution. We go on from the rudimentary and the primiti1e to the rational and the spiritual. *nd, 2elie1e Paul, the mature fruit of the Spirit is not the su2liminal uprush, the lapse of inhi2ition, 2ut rational lo1e, Eoy, peace, long:suffering, 4indness, goodness, faithfulness, mee4ness : self:control.P

SSSSSSSS
The aw of .oncentration is one of the maEor principles which must 2e understood and applied intelligently 2y all who would successfully eBperiment with the principle descri2ed in this course as the P-aster -ind.P The foregoing comments, 2y leading authorities of the world, will gi1e you a 2etter understanding of the aw of .oncentration as it is often used 2y those who wish to P2lendP or PfuseP the minds of a crowd so they will function as a single mind. (ou are now ready for the lesson on .o:operation, which will ta4e you further into the methods of applying the psychological laws upon which this philosophy of success is 2ased.

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!F you hesitate or turn 2ac4ward while under fire, you6re not a Fighter : you6re a P7uitterP? and the #e1il, himself, hates the person with a ru22er 2ac42one. He smells 2ad 2urning.

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THE LAW OF SUCCESS

In Sixteen Lessons

Napoleon Hill

Teaching, for the First Time in the History of the World, the True Philosophy upon which all Personal Success is Built.

Originally PUB !SH"# in $%&' B( The )* STO+ U+!,")S!T( P)"SS -")!#"+, .O++.

.OP()!/HT, $%&', B( +*PO "O+ H! 000000 *ll )ights )eser1ed

Pu2lished By 3ames ). Henry *ctor, Filmma4er, 5 Business Owner

Printed in the US*

esson Thirteen .O:OP")*T!O+

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(OU ha1e failed many timesL How fortunate< (ou ought to 4now, 2y now, some of the things +OT to do.

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THE LAW OF SUCCESS Lesson T!i"teen CO+OPERATION

"You Can Do t if You !elie"e You Can#$ .O:OP")*T!O+ is the 2eginning of all organi;ed effort. *s was stated in the second lesson of this course, *ndrew .arnegie accumulated a gigantic fortune through the co:operati1e efforts of a small group of men num2ering not more than a score. (ou, too, can learn how to use this principle. There are two forms of .o:operation to which your attention will 2e directed in this lesson? namelyO First, the .o:operation 2etween people who group themsel1es together or form alliances for the purpose of attaining a gi1en end, under the principles 4nown as the aw of the -aster -ind. Seco%d, the .o:operation 2etween the conscious and the su2conscious minds, which forms a reasona2le hypothesis of man6s a2ility to contact, communicate with and draw upon i%fi%ite i%telli e%ce# To one who has not gi1en serious thought to this su2Eect, the foregoing hypothesis may seem unreasona2le? 2ut follow the e1idence of its soundness, and study the facts upon which the hypothesis is 2ased, and then draw your own conclusions. et us 2egin with a 2rief re1iew of the physical construction of the 2odyO PWe 4now that the whole 2ody is tra1ersed 2y a networ4 of ner1es which ser1e as the channels of communication 2etween the indwelling spiritual ego, which we call mind, and the functions of the eBternal organism. $This %ervo&s syste" is d&al# One system, 4nown as the Sympathetic, is the channel for all those acti1ities which are not consciously directed 2y our 1olition, such as the operation of the digesti1e organs, the repair of the daily wear and tear of the tissues, and the li4e. PThe other system, 4nown as the ,oluntary or .ere2ro:spinal system, is the channel through which we recei1e conscious perception from the physical senses and eBercise control o1er the mo1ements of the 2ody. This system has its center in the 2rain, while the other has its center in the ganglionic mass at the 2ac4 of the stomach 4nown as the solar pleBus, and sometimes spo4en of as the a2dominal 2rain. The .ere2ro:spinal system is the channel of our 1olitional or conscious mental action, and the sympathetic system is the channel of that mental action which unconsciously supports the 1ital functions of the 2ody. PThus the .ere2ro:spinal system is the organ of the conscious mind and the sympathetic is that of the su2conscious mind. PBut the interaction of conscious and su2:conscious minds reMuires a similar interaction 2etween the corresponding systems of ner1es, and one conspicuous connection 2y which this is pro1ided is the P1agusP ner1e. This ner1e passes out of the cere2ral region as a portion of the 1oluntary system, and through it we control the 1ocal organs? then it passes onward to the thoraB, sending out 2ranches to the heart and lungs? and finally, passing through the diaphragm, it loses the outer coating which distinguishes the ner1es of the 1oluntary system and 2ecomes identified with those of the sympathetic system, so for"i% a co%%ecti% li%' 2etween the two and ma4ing the man physically a single entity. PSimilarly different areas of the 2rain indicate their connection with the o2Eecti1e and su2Eecti1e acti1ities of the mind respecti1ely, and, spea4ing in a general way, we may assign the frontal portion of the 2rain to the former, and the posterior portion to the latter, while the intermediate portion parta4es of the character of 2oth. FH&HF

PThe intuitional faculty has its correspondence in the upper area of the 2rain, situated 2etween the frontal and the posterior portions, and, physiologically spea4ing, it is here that intuiti1e ideas find entrance. These, at first, are more or less unformed and generali;ed in character, 2ut are, ne1ertheless, percei1ed 2y the conscious mind? otherwise, we should not 2e aware of them at all. Then the effort of +ature is to 2ring these ideas into more definite and usa2le shape, so the conscious mind lays hold on them and induces a corresponding 1i2ratory current in the 1oluntary system of ner1es, and this in turn induces a similar current in the in1oluntary system, th&s ha%di% the idea over to the s&b0ective "i%d# The 1i2ratory current which had first descended from the apeB of the 2rain to the frontal 2rain and thus through the 1oluntary system to the solar pleBus is now re1ersed and ascends from the solar pleBus through the sympathetic system to the posterior 2rain, this return current indicating the action of the su2Eecti1e mind.P !f we were to remo1e the surface portion of the apeB of the 2rain we should find immediately 2elow it the shining 2elt of 2rain su2stance called the Pcorpus callous.P This is the poi%t of &%io% bet(ee% the s&b0ective a%d ob0ective, and, as the current returns from the solar pleBus to this point, it is restored to the o2Eecti1e portion of the 2rain in a fresh form (hich it has ac-&ired by the sile%t alche"y of the s&b0ective "i%d# Thus the conception which was at first only 1aguely recogni;ed is restored to the o2Eecti1e mind in a definite and wor4a2le form, and then the o2Eecti1e mind, acting through the frontal 2rain T the area of comparison and analysis : proceeds to wor4 upon a clearly percei1ed idea and to 2ring out the potentialities that are latent in it.Z The term Psu2Eecti1e mindP is the same as the term Psu2:conscious mind,P and the term Po2Eecti1e mindP is the same as the term Pconscious mind.P Please understand these different terms. By studying this d&al syste" through which the 2ody transmits energy, we disco1er the eBact points at which the two systems are connected, and the manner in which we may transmit a tho& ht from the conscious to the su2conscious mind. This .o:operati1e d&al %ervo&s syste" is the most important form of co:operation 4nown to man? for it is through the aid of this system that the principle of e1olution carries on its wor4 of de1eloping acc&rate tho& ht, as descri2ed in esson "le1en. When you impress any idea on your su2:conscious mind, through the principle of *uto:suggestion, you do so with the aid of this d&al %ervo&s syste": and when your su2:conscious mind wor4s out a definite plan of any desire with which you impress it, the plan is deli1ered 2ac4 to your conscious mind through this same d&al %ervo&s syste"# This .o:operati1e system of ner1es literally constitutes a direct line of communication 2etween your ordinary conscious mind and i%fi%ite i%telli e%ce# >nowing, from my own pre1ious eBperience as a 2eginner in the study of this su2Eect, how difficult it is to accept the hypothesis here descri2ed, ! will illustrate the soundness of the hypothesis in a simple way that you can 2oth understand and demonstrate for yourself. Before going to sleep at night impress upon your mind the desire to arise the neBt morning at a gi1en hour, say at four *.-., and if your impression is accompanied 2y a positive deter"i%atio% to arise at that hour, your su2:conscious mind will register the impression and awa4en you at precisely that time. +ow the Muestion might well 2e as4edO P!f ! can impress my su2:conscious mind with the desire to arise at a specified time and it will awa4en me at that time, why do ! not form the ha2it of impressing it with other and more important desires+$ !f you will as4 yourself this Muestion, and insist upon an answer, you will find yourself 1ery near, if not on the pathway that leads to the secret door to '%o(led e, as descri2ed in esson "le1en.
Z3udge T. Toward, in The "din2urgh ectures on -ental Science.

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(OU can not scare a man who is at peace with /od, his fellow men and himself. There is no room for fear in such a man6s heart. When fear finds a welcome there is something that needs awa4ening.

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SSSSSSSS
We will now ta4e up the su2Eect of .o:operation 2etween men who unite, or group themsel1es together for the purpose of attaining a gi1en end. !n the second lesson of this course we referred to this sort of cooperation as or a%i,ed effort# This course touches some phase of co:operation in practically e1ery lesson. This result was ine1ita2le for the reason that the o2Eect of the course is to help the student de1elop po(er, and power is de1eloped only through or a%i,ed effort# We are li1ing in an age of co:operati1e effort. +early all successful 2usinesses are conducted under some form of co:operation. The same is true in the field of industry and finance, as well as in the professional field. #octors and lawyers ha1e their alliances for mutual aid and protection in the form of Bar *ssociations and -edical *ssociations. The 2an4ers ha1e 2oth local and national *ssociations for their mutual aid and ad1ancement. The retail merchants ha1e their *ssociations for the same purpose. The automo2ile owners ha1e grouped themsel1es into .lu2s and *ssociations. The Printers ha1e their *ssociations? the plum2ers ha1e theirs and the coal dealers ha1e theirs. .o:operation is the o2Eect of all these *ssociations. The la2oring men ha1e their unions and those who supply the wor4ing capital and superintend the efforts of la2oring men ha1e their alliances, under 1arious names. +ations ha1e their co:operati1e alliances, although they do not appear to ha1e yet disco1ered the full meaning of Ico:operation.J The attempt of the late President Wilson to perfect the eague of +ations, followed 2y the efforts of the late President Harding to perfect the same idea under the name of the World .ourt, indicates the trend of the times in the direction of co:operation. !t is slowly 2ecoming o21ious to man that those who most efficiently apply the principle of co: operati1e effort sur1i1e longest, and, that this principle applies from the lowest form of animal life to the highest form of human endea1or. -r. .arnegie, and -r. )oc4efeller, and -r. Ford ha1e taught the 2usiness man the 1alue of co: operati1e effort? that is, they ha1e taught all who cared to o2ser1e, the principle through which they accumulated 1ast fortunes. .o:operation is the 1ery foundation of all successful leadership. Henry Ford[s most tangi2le asset is the well organi;ed agency force that he has esta2lished. This organi;ation not only pro1ides him with an outlet for all the automo2iles he can manufacture, 2ut, of greater importance still, it pro1ides him with financial power sufficient to meet any emergency that may arise, a fact which he has already demonstrated on at least one occasion. *s a result of his understanding of the 1alue of the co:operati1e principle Ford has remo1ed himself from the usual position of dependence upon financial institutions and at the same time pro1ided himself with more commercial power than he can possi2ly use. The Federal )eser1e Ban4 System is another eBample of co:operati1e effort which practically insures the United States against a money panic. The chain:store systems constitute another form of commercial co:operation that pro1ides ad1antage through 2oth the purchasing and the distri2uting end of the 2usiness. The modern department store, which is the eMui1alent of a group of small stores operating under one roof, one management and one o1erhead eBpense, is another illustration of the ad1antage of co: operati1e effort in the commercial field. !n esson Fifteen you will o2ser1e the possi2ilities of co:operati1e effort in its highest form and at FH&'F

the same time you will see the important part that it plays in the de1elopment of po(er# *s you ha1e already learned, po(er is or a%i,ed effort# The three most important factors that enter into the process of organi;ing effort areO !o%ce%tratio%, !o-operatio% and !o-ordi%atio%#

HOW POWER IS DE,ELOPED THROUGH CO+OPERATION

*s we ha1e already seen, power is organi;ed effort or energy. Personal power is de1eloped 2y de1eloping, organi;ing and co:ordinating the faculties of the mind. This may 2e accomplished 2y mastering and applying the fifteen maEor principles upon which this course is founded. The necessary procedure through which these principles may 2e mastered is thoroughly descri2ed in the siBteenth lesson. The de1elopment of personal power is 2ut the first step to 2e ta4en in the de1elopment of the potential power that is a1aila2le through the medium of allied effort, or co-operatio%, which may 2e called group power. !t is a well 4nown fact that all men who ha1e amassed large fortunes ha1e 2een 4nown as a2le Iorgani;ers.J By this is meant that they possessed the a2ility to enlist the co:operati1e efforts of other men who supplied talent and a2ility which they, themsel1es, did not possess. The chief o2Eect of this course is so to unfold the principles of or a%i,ed and co-operative or allied effort that the student will comprehend their significance and ma4e them the 2asis of his philosophy. Ta4e, as an eBample, any 2usiness or profession that you choose and you will o2ser1e, 2y analysis, that it is limited only 2y lac4 of application of or a%i,ed and co-operative effort. *s an illustration, consider the legal profession. !f a law firm consists of 2ut one type of mind it will 2e greatly handicapped, e1en though it may 2e made up of a do;en a2le men of this particular type. The complicated legal system calls for a greater 1ariety of talent than any one man could possi2ly pro1ide. !t is e1ident, therefore, that mere organi;ed effort is not sufficient to insure outstanding success? the organi;ation must consist of indi1iduals each of whom supplies some speciali;ed talent which the other mem2ers of the organi;ation do not possess. * well organi;ed law firm would include talent that was speciali;ed in the preparation of cases? men of 1ision and imagination who understood how to harmoni;e the law and the e1idence of a case under a sound plan. -en who ha1e such a2ility are not always possessed of the a2ility to try a case in court? therefore, men who are proficient in court procedure must 2e a1aila2le. .arrying the analysis a step further, it will 2e seen that there are many different classes of cases which call for men of 1arious types of speciali;ed a2ility in 2oth the preparation and the trial of these cases. * lawyer who had prepared himself as a specialist incorporation law might 2e wholly unprepared to handle a case in criminal procedure. !n forming a law partnership, the man who understood the principles of or a%i,ed, co-operative effort, would surround himself with talent that was speciali;ed in e1ery 2ranch of law and legal procedure in which he intended to practice. The man who had no conception of the potential power of these principles would pro2a2ly select his associates 2y the usual Ihit or missJ method, 2asing his selections more upon personality or acMuaintanceship than consideration of the particular type of legal talent that each possessed. The su2Eect of or a%i,ed effort has 2een co1ered in the preceding lessons of this course, 2ut it is FH&%F

* /OO# stoc4 of self:confidence and a new suit of clothes will help you land a position without Ppull,P 2ut remem2er that nothing will go so far toward helping you hold it as will push, enthusiasm and determination to do more than that for which you are paid.

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again 2rought up in connection with this lesson for the purpose of indicating the necessity of forming alliances or organi;ations consisting of indi1iduals who supply all of the %ecessary tale%t that "ay be %eeded for the attai%"e%t of the ob0ect i% "i%d# !n nearly all commercial underta4ings, there is a need for at least three classes of talent? namely, 2uyers, salesmen and those who are familiar with finance. !t will 2e readily seen that when these three classes of men or a%i,e and co-ordi%ate their efforts they a1ail themsel1es, through this form of cooperatio%, of po(er which no single indi1idual of the group possesses. -any a 2usiness fails 2ecause all of the men 2ac4 of it are salesmen, or financial men or 2uyers. By nature, the most a2le salesmen are optimistic, enthusiastic and emotional? while a2le financial men, as a rule, are unemotional, deli2erate and conser1ati1e. Both classes are essential to the success of a commercial enterprise? 2ut either class will pro1e too much of a load for any 2usiness, without the modifying influence of the other class. !t is generally conceded that 3ames 3. Hill was the most efficient railroad 2uilder that *merica e1er produced? 2ut it is eMually well 4nown that he was not a ci1il engineer, nor a 2ridge 2uilder, nor a locomoti1e engineer, nor a mechanical engineer, nor a chemist, although these highly speciali;ed classes of talent are essential in railroad 2uilding. -r. Hill understood the principles of or a%i,ed effort and cooperatio%) therefore, he surrounded himself with men who possessed all this necessary a2ility which he lac4ed. The modern department store is a splendid eBample of or a%i,ed, co-operative effort# "ach merchandising department is under the management of one who understands the purchasing and mar4eting of the goods carried in that department. Bac4 of all these department managers is a general staff consisting of specialists in 2uying, selling, financing, and the management of units, or groups, of people. This form of or a%i,ed effort places 2ac4 of each department 2oth b&yi% and selli% power such as that department could not afford if it were separated from the group and had to 2e operated under its own o1erhead, in a separate location. The United States of *merica is one of the richest and most po(erf&l nations of the world. Upon analysis, it will 2e seen that this enormous power has grown out of the co-operative efforts of the states of the Union. !t was for the purpose of sa1ing this power that the immortal incoln made up his mind to erase the -ason and #iBon line. The sa1ing of the Union was of far greater concern to him than was the freedom of the sla1es of the South. Had this not 2een so, the present status of the United States as a power among the nations of the world would 2e far different from what it is. !t was this same principle of co-operative effort that Woodrow Wilson had in mind when he created his plan for a eague of +ations. He foresaw the need of such a plan as a medium for pre1enting war 2etween nations? Eust as incoln foresaw it as a medium for harmoni;ing the efforts of the people of the United States, there2y preser1ing the Union. Thus it is seen that the principle of or a%i,ed, co-operative effort through the aid of which the indi1idual may de1elop personal power, is the selfsame principle that must 2e employed in de1eloping group power. *ndrew .arnegie easily dominated the steel 2usiness during his acti1e connection with that industry, for the reason that he too4 ad1antage of the principle of or a%i,ed, co-operative effort 2y surrounding himself with highly speciali;ed financial men, chemists, sales managers, 2uyers of raw materials, transportation eBperts and others whose ser1ices were essential to that industry. He organi;ed this group of Aco-operatorsB into what he called a P-aster -ind.P *ny great uni1ersity affords an eBcellent eBample of the necessity of or a%i,ed, co-operative effort. The professorate is made up of men and women of highly speciali;ed, though 1astly different, a2ility. One department is presided o1er 2y eBperts in literature? another department 2y eBpert FHC$F

mathematicians? another department 2y eBperts in chemistry? another department 2y eBperts in economic philosophy? another department 2y eBperts in medicine? another, 2y eBperts in law, etc. The uni1ersity, as a whole, is the eMui1alent of a group of colleges each of which is directed 2y eBperts in its own line, whose efficiency is greatly increased through allied or co-operative effort that is directed 2y a single head. *naly;e po(er, no matter where, or in what form, it may 2e found, and you will find or a%i,atio% and co-operatio% as the chief factors 2ac4 of it. (ou will find these two principles in e1idence in the lowest form of 1egetation no less than in the highest form of animal, which is man.

SSSSSSSS
Off the coast of +orway is the most famous and irresisti2le maelstrom in the world. This great whirlpool of ceaseless motion has ne1er 2een 4nown to gi1e UP any 1ictim who was caught in its circling em2race of foaming water. +o less sure of destruction are those unfortunate souls who are caught in the great maelstrom of life toward which all who do not understand the principle of or a%i,ed, co-operative effort are tra1eling. We are li1ing in a world in which the law of the sur1i1al of the fittest is e1erywhere in e1idence. Those who are IfitJ are those who ha1e po(er, and power is or a%i,ed effort# Unfortunate is the person who either through ignorance, or 2ecause of egotism, imagines that he can sail this sea of life in the frail 2ar4 of independence. Such a person will disco1er that there are maelstroms more dangerous than any mere whirlpool of unfriendly waters. *ll natural laws and all of +ature6s plans are 2ased upon harmonious, co-operative effort, as all who ha1e attained high places in the world ha1e disco1ered. Where1er people are engaged in unfriendly com2at, no matter what may 2e its nature, or its cause, one may o2ser1e the nearness of one of these maelstroms that awaits the com2atants. Success in life cannot 2e attained eBcept through peaceful, harmonious, co-operative effort. +or can success 2e attained single:handed or independently. "1en though a man li1e as a hermit in the wilderness, far from all signs of ci1ili;ation, he is, ne1ertheless, dependent upon forces outside of himself for an eBistence. The more he 2ecomes a part of ci1ili;ation the more depe%de%t upon co-operative effort he 2ecomes. Whether a man earns his li1ing 2y days6 wor4 or from the interest on the fortune he has amassed, he will earn it with less opposition through friendly co-operatio% with others. -oreo1er, the man whose philosophy is 2ased upon co-operatio% instead of co"petitio% will not only acMuire the necessities and the luBuries of life with less effort, 2ut he will enEoy an eBtra reward in happi%ess such as others will ne1er feel. Fortunes that are acMuired through co-operative effort inflict no scars upon the hearts of their owners, which is more than can 2e said of fortunes that are acMuired through conflict and competiti1e methods that 2order on eBtortion. The accumulation of material wealth, whether the o2Eect is that of 2are eBistence or luBury, consumes most of the time that we put into this earthly struggle. !f we cannot change this materialistic tendency of human nature, we can, at least, change the method of pursuing it 2y adopting co-operatio% as the 2asis of the pursuit. !o-operatio% offers the two:fold reward of pro1iding one with 2oth the necessities and the luBuries of life and the peace of mind which the co1etous ne1er 4now. The a1aricious and co1etous person may amass a great fortune in material wealth? there is no denying this fact? 2ut he will ha1e sold his soul for a mess of pottage in the 2argain. et us 4eep in mind the fact that all success is 2ased upon power, and power grows out of FHC&F

P7U!BB !+/P o1er salary Pto start withP has lost many a man the 2ig opportunity of a life:time. !f the position you see4 is one that you 4now you can throw your whole heart into, ta4e it, e1en if you ha1e to wor4 for nothing until you deli1er a good sample of your Pgoods.P Thereafter you will recei1e pay in proportion to the Muality and Muantity of the wor4 you perform.

FHCCF

4nowledge, that has 2een organi;ed and eBpressed in terms of *.T!O+. The world pays for 2ut one 4ind of 4nowledge, and that is the 4ind which is eBpressed in terms of constructi1e ser1ice. !n addressing the graduating class of a 2usiness college one of the 2est 4nown 2an4ers in *merica saidO P(ou ought to feel proud of your diplomas, 2ecause they are e1idence that you ha1e 2een preparing yoursel1es for actio% in the great field of 2usiness. IOne of the ad1antages of a 2usiness college training is that it prepares you for actio%* +ot to 2elittle other methods of education, 2ut to eBalt the modern 2usiness college method, ! am reminded to say that there are some colleges in which the maEority of the students are preparing for practically e1erything else eBcept actio%# I(ou came to this 2usiness college with 2ut one o2Eect in 1iew, and that o2Eect is to learn to render ser1ice and earn a li1ing. The latest style of clothing has 2een of little interest to you 2ecause you ha1e 2een preparing yourself for wor4 in which clothes of the latest style will play no important part. (ou did not come here to learn how to pour tea at an afternoon party nor to 2ecome masters at affecting friendliness while inwardly feeling en1y for those who wear finer gowns and dri1e costly motor cars : you came here to learn how to wor4<J !n the graduating class 2efore which this man spo4e were thirteen 2oys, all of whom were so poor that they had 2arely enough money with which to pay their way. Some of them were paying their own way 2y wor4ing 2efore and after school hours. That was twenty:fi1e years ago. ast summer, ! met the president of the 2usiness college which these 2oys attended and he ga1e me the history of each one of them, from the time that they graduated until the time when ! tal4ed to him. One of them is the president of one of the 2ig wholesale drug companies, and a wealthy man? one is a successful lawyer? two own large 2usiness colleges of their own? one is a professor in the department of economics in one of the largest uni1ersities in *merica? one is the president of one of the large automo2ile manufacturing companies? two are presidents of 2an4s, and wealthy men? one is the owner of a large department store? one is the 1ice:president of one of the great railway systems of the country? one is a well esta2lished .ertified Pu2lic *ccountant? one is dead? and the thirteenth is compiling this )eading .ourse on the aw of Success. "le1en successes out of a class of thirteen 2oys is not a 2ad record, than4s to the spirit of actio% de1eloped 2y that 2usiness college training. !t is not the schooling you ha1e had that counts? it is the eBtent to which you eBpress that which you learned from your schooling through well organi;ed and intelligently directed actio%# By no means would ! 2elittle higher education, 2ut ! would offer hope and encouragement to those who ha1e had no such education, pro1ided they eBpress that which they 4now, 2e it e1er so little, in intensi1e actio%, along constructi1e lines. One of the greatest Presidents who e1er occupied the White House had 2ut little schooling, 2ut he did such a good Eo2 of eBpressing what 4nowledge he acMuired 2y that little schooling, through properly directed actio%, that his name has 2een insepara2ly wo1en into the history of the United States. "1ery city, town and hamlet has its population of those well 4nown characters called Ine6er:do: wells,J and if you will analy;e these unfortunate people, you will o2ser1e that one of their outstanding features is procrasti%atio%# ac4 of actio% has caused them to slip 2ac4ward until they got into a Irut,J where they will remain unless, through accident, they are forced out into the open road of struggle where unusual actio% will 2ecome necessary. #on6t let yourself get into such a condition. "1ery office, and e1ery shop, and e1ery 2an4, and e1ery store, and e1ery other place of employment has its outstanding 1ictims of procrasti%atio% who are doing the goose:step down the dusty FHCGF

road of fail&re 2ecause they ha1e not de1eloped the ha2it of eBpressing themsel1es in actio%# (ou can pic4 out these unfortunates all a2out you if you will 2egin to analy;e those with whom you come in contact each day. !f you will tal4 to them you will o2ser1e that they ha1e 2uilt up a false philosophy somewhat of this natureO I! am doing all ! am paid to do, and ! am getting 2y.J (es, they are Igetting 2yJ : 2ut that is all they are getting. Some years ago, at a time when la2or was scarce and wages unusually high, ! o2ser1ed scores of a2le:2odied men lying a2out in the par4s of .hicago, doing nothing. ! 2ecame curious to 4now what sort of an ali2i they would offer for their conduct, so ! went out one afternoon and inter1iewed se1en of them. With the aid of a generous supply of cigars and cigarettes and a little loose change ! 2ought myself into the confidence of those whom ! inter1iewed and there2y gained a rather intimate 1iew of their philosophy. *ll ga1e eBactly the same reason for 2eing there, without employment. They saidO IThe world will not gi1e me a chance<<<J The eBclamation points are my own. Thin4 of it : the world would not Igi1e them a chance.J Of course the world wouldn6t ive them a chance. !t ne1er ives anyone a chance. * man who wants a chance may create it through actio%, 2ut if he waits for someone to hand it to him on a sil1er platter he will meet with disappointment. ! fear that this eBcuse that the world does not ive a man a chance is Muite pre1alent, and ! strongly suspect that it is one of the commonest causes of po1erty and failure. The se1enth man that ! inter1iewed on that well:spent afternoon was an unusually fine loo4ing specimen, physically. He was lying on the ground asleep, with a newspaper o1er his face. When ! lifted the paper from his face, he reached up, too4 it out of my hands, put it 2ac4 o1er his face and went right on sleeping. Then ! used a little strategy 2y remo1ing the paper from his face and placing it 2ehind me, where he could not get it. He then sat up on the ground and ! inter1iewed him. That fellow was a graduate from two of the great uni1ersities of the east, with a master6s degree from one, and a Ph.#. from the other. His story was pathetic. He had held Eo2 after Eo2, 2ut always his employer or his fellow employee Ihad it in for him.J He hadn6t 2een a2le to ma4e them see the 1alue of his college training. They wouldn6t Igi1e him a chance.J Here was a man who might ha1e 2een at the head of some great 2usiness, or the outstanding figure in one of the professions had he not 2uilt his house upon the sands of procrasti%atio% and held to the false 2elief that the world should pay him for (hat he '%e(* uc4ily, most college graduates do not 2uild upon such flimsy foundations, 2ecause no college on earth can crown with success the man who tries to collect for that which he 4nows instead of that which he can do (ith (hat he '%o(s# The man to whom ! ha1e referred was from one of the 2est 4nown families of ,irginia. He traced his ancestry 2ac4 to the landing of the -ayflower. He threw 2ac4 his shoulders, pounded himself on the 2reast with his fist and saidO I3ust thin4 of it, sir< ! am a son of one of the first families of old ,irginia<J -y o2ser1ations lead me to 2elie1e that 2eing the son of a Ifirst familyJ is not always fortunate for either the son or the family. Too often these sons of Ifirst familiesJ try to slide home from third 2ase on their family names. This may 2e only a peculiar notion of mine, 2ut ! ha1e o2ser1ed that the men and women who are doing the world6s wor4 ha1e 2ut little time, and less inclination, to 2rag a2out their ancestry. +ot long ago ! too4 a trip 2ac4 to southwest ,irginia, where ! was 2orn. !t was the first time ! had 2een there in o1er twenty years. !t was a sad sight to compare the sons of some of those who were 4nown FHCHF

H")"6S a good Eo4e to play on your employerO /et to your wor4 a little earlier and lea1e a little later than you are supposed to. Handle his tools as if they 2elonged to you. /o out of your way to say a 4ind word a2out him to your fellow:wor4ers. When there is eBtra wor4 that needs to 2e done, 1olunteer to do it. #o not show surprise when he Igets onto youJ and offers you the head of the department or a partnership in the 2usiness, for this is the 2est part of the IEo4e.J

FHCKF

as Pfirst familiesP twenty years ago, with the sons of those who were 2ut plain men who made it their 2usiness to eBpress themsel1es in actio% of the most intensi1e nature. The comparison reflected no credit upon the Ifirst familyJ 2oys< !t is with no feeling of eBaltation that ! eBpress my gratitude for not ha1ing 2een 2rought into the world 2y parents who 2elonged to the Ifirst familyJ class. That, of course, was not a matter of choice with me, and if it had 2een perhaps !, too, would ha1e selected parents of the Ifirst familyJ type. +ot long ago ! was in1ited to deli1er an address in Boston, -ass. *fter my wor4 was finished, a reception committee 1olunteered to show me the sights of the city, including a trip to .am2ridge, where we 1isited Har1ard Uni1ersity. While there, ! o2ser1ed many sons of Ifirst familiesJ : some of whom were eMuipped with Pac4ards. Twenty years ago ! would ha1e felt proud to 2e a student at Har1ard, with a Pac4ard car, 2ut the illuminating effect of my more mature years has led me to the conclusion that had ! had the pri1ilege of going to Har1ard ! might ha1e done Eust as well without the aid of a Pac4ard. ! noticed some Har1ard 2oys who had no Pac4ards. They were wor4ing as waiters in a restaurant where ! ate, and as far as ! could see they were missing nothing of 1alue 2ecause they owned no Pac4ards? nor did they seem to 2e suffering 2y comparison with those who could 2oast of the ownership of parents of the Ifirst familyJ type. *ll of which is no reflection upon Har1ard Uni1ersity : one of the great uni1ersities of the world : nor upon the Ifirst familiesJ who send 2oys to Har1ard. To the contrary, it is intended as a 2it of encouragement to those unfortunates who, li4e myself, ha1e 2ut little and 4now 2ut little, 2ut eBpress what little they 4now in terms of constructi1e, useful actio%# The psychology of i%actio% is one of the chief reasons why some towns and cities are dying with the dry:rot< Ta4e the city of A, for eBample. (ou6ll recogni;e the city 2y its description, if you are familiar with this part of the country. Sunday 2lue:laws ha1e closed up all the restaurants on Sunday. )ailroad trains must slow down to twel1e miles an hour while passing through the city. I>eep off the grassJ signs are prominently displayed in the par4s. Unfa1ora2le city ordinances of one sort or another ha1e dri1en the 2est industries to other cities. On e1ery hand one may see e1idence of restraint. The people of the streets show signs of restraint in their faces, and in their manner, and in their wal4. The mass psychology of the city is negati1e. The moment one gets off the train at the depot, this negati1e atmosphere 2ecomes depressingly o21ious and ma4es one want to ta4e the neBt train out again. The place reminds one of a gra1e:yard and the people resem2le wal4ing ghosts. They register no signs of actio%* The 2an4 statements of the 2an4ing institutions reflect this negati1e, inacti1e state of mind. The stores reflect it in their show windows and in the faces of their salespeople. ! went into one of the stores to 2uy a pair of hose. * young woman with 2o22ed hair who would ha1e 2een a IflapperJ if she hadn6t 2een too la;y, threw out a 2oB of hose on the counter. When ! pic4ed up the 2oB, loo4ed the hose o1er and registered a loo4 of disappro1al on my face, she languidly yawnedO IThey6re the 2est you can get in this dump<J AD&"p*B She must ha1e 2een a mind reader, for IdumpJ was the word that was in my mind 2efore she spo4e. The store reminded me of a ru22ish dump? the city reminded me of the same. ! felt the stuff getting into my own 2lood. The negati1e psychology of the people was actually reaching out and gathering me in. -aine is not the only state that is afflicted with a city such as the one ! ha1e descri2ed. ! could name others, 2ut ! might wish to go into politics some day? therefore, ! will lea1e it to you to do your own analy;ing and comparing of cities that are ali1e with actio% and those that are slowly dying with the dry: rot of i%actio%# FHCNF

! 4now of some 2usiness concerns that are in this same state of i%actio%, 2ut ! will omit their names. (ou pro2a2ly 4now some, too. -any years ago Fran4 *. ,anderlip, who is one of the 2est 4nown and most capa2le 2an4ers in *merica, went to wor4 for the +ational .ity Ban4, of +ew (or4 .ity. His salary was a2o1e the a1erage from the start, for the reason that he was capa2le and had a record of successful achie1ement that made him a 1alua2le man. He was assigned to a pri1ate office that was eMuipped with a fine mahogany des4 and an easy chair. On the top of the des4 was an electric push 2utton that led to a secretary6s des4 outside. The first day went 2y without any wor4 coming to his des4. The second, and third, and fourth days went 2y without any wor4. +o one came in or said anything to him. By the end of the wee4 he 2egan to feel uneasy. 8-en of actio% always feel uneasy when there is no wor4 in sight.9 The following wee4 -r. ,anderlip went into the president6s office and said, I oo4 here, you are paying me a 2ig salary and gi1ing me nothing to do and it is grating on my ner1es<J The president loo4ed up with a li1ely twin4le in his 4een eyes. I+ow ! ha1e 2een thin4ing,J -r. ,anderlip continued, Iwhile sitting in there with nothing to do, of a plan for increasing the 2usiness of this 2an4.J The president assured him that 2oth Ithin4ingJ and IplansJ were 1alua2le, and as4ed him to continue with his inter1iew. I! ha1e thought of a plan,J -r. ,anderlip went on, Ithat will gi1e the 2an4 the 2enefit of my eBperience in the 2ond 2usiness. ! propose to create a 2ond department for this 2an4 and ad1ertise it as a feature of our 2usiness.J IWhat< this 2an4 ad1ertiseLJ Mueried the president. IWhy, we ha1e ne1er ad1ertised since we 2egan 2usiness. We ha1e managed to get along without it.J IWell, this is where you are going to 2egin ad1ertising,J said -r. ,anderlip, Iand the first thing you are going to ad1ertise is this new 2ond department that ! ha1e planned.J -r. ,anderlip won< -en of actio% usually win : that is one of their distincti1e features. The +ational .ity Ban4 also won, 2ecause that inter1iew was the 2eginning of one of the most progressi1e and profita2le ad1ertising campaigns e1er carried on 2y any 2an4, with the result that the +ational .ity Ban4 2ecame one of the most powerful financial institutions of *merica. There were other results, also, that are worth naming. *mong them the result that -r. ,anderlip grew with the 2an4, as men of actio% usually grow in whate1er they help to 2uild, until finally he 2ecame the president of that great 2an4ing house. !n the lesson on I"a i%atio% you learned how to recom2ine old ideas into new plans, 2ut no matter how practical your plans may 2e they will 2e useless if they are not eBpressed in actio%# To dream dreams and see 1isions of the person you would li4e to 2e or the station in life you would li4e to o2tain are admira2le pro1ided you transform your dreams and 1isions into reality through intensi1e actio%# There are men who dream, 2ut do nothing more. There are others who ta4e the 1isions of the dreamers and translate them into stone, and mar2le, and music, and good 2oo4s, and railroads, and steamships. There are still others who both drea" and transform these dreams into reality. They are the dreamer:doer types. There is a psychological as well as an economic reason why you should form the ha2it of intensi1e actio%# (our 2ody is made up of 2illions of tiny cells that are highly sensiti1e and amena2le to the influence of your mind. !f your mind is of the lethargic, i%active type, the cells of your 2ody 2ecome la;y and inacti1e also. 3ust as the stagnant water of an inacti1e pond 2ecomes impure and unhealthful, so will the cells of an inacti1e 2ody 2ecome diseased. a;iness is nothing 2ut the influence of an inacti1e mind on the cells of the 2ody. !f you dou2t this, FHC'F

",")( failure will teach you a lesson that you need to learn if you will 4eep your eyes and ears open and 2e willing to 2e taught. "1ery ad1ersity is usually a 2lessing in disguise. Without re1erses and temporary defeat, you would ne1er 4now the sort of metal of which you are made.

FHC%F

the neBt time you feel la;y ta4e a Tur4ish 2ath and ha1e yourself well ru22ed down, there2y stimulating the cells of your 2ody 2y artificial means, and see how Muic4ly your la;iness disappears. Or, a 2etter way than this, turn your mind toward some game of which you are fond and notice how Muic4ly the cells of your 2ody will respond to your enthusiasm and your la;y feeling will disappear. The cells of the 2ody respond to the state of mind in eBactly the same manner that the people of a city respond to the mass psychology that dominates the city. !f a group of leaders engage in sufficient actio% to gi1e a city the reputation of 2eing a Ili1e:wireJ city this actio% influences all who li1e there. The same principle applies to the relationship 2etween the mind and the 2ody. *n active, dynamic mind 4eeps the cells of which the physical portions of the 2ody consist, in a constant state of acti1ity. The artificial conditions under which most inha2itants of our cities li1e ha1e led to a physical condition 4nown as auto:intoBication, which means self:poisoning through the inacti1e state of the intestines. -ost headaches may 2e cured in an hour[s time 2y simply cleansing the lower intestines with an enema. "ight glasses of water a day and a reasona2le amount of physical actio% popularly 4nown as IeBerciseJ will ta4e the place of the enema. Try it for a wee4 and then you will not ha1e to 2e urged to 4eep it up, for you will feel li4e a new person, unless the nature of your wor4 is such that you get plenty of physical eBercise and drin4 plenty of water in the regular course of your duties. On two pages of this 2oo4 enough sound ad1ice could 2e recorded to 4eep the a1erage person healthy and ready for actio% during siBteen of the twenty:four hours of the day, 2ut the ad1ice would 2e so simple that most people would not follow it. The amount of wor4 that ! perform e1ery day and still 4eep in good physical condition is a source of wonderment and mystery to those who 4now me intimately, yet there is no mystery to it, and the system ! follow does not cost anything. Here it is, for your use if you want itO First: ! drin4 a cup of hot water when ! first get up in the morning, 2efore ! ha1e 2rea4fast. Seco%d: -y 2rea4fast consists of rolls made of whole wheat and 2ran, 2rea4fast cereal, fruit, soft: 2oiled eggs once in a while, and coffee. For luncheon ! eat 1egeta2les 8most any 4ind9, whole wheat 2read and a glass of 2uttermil4. Supper, a well coo4ed stea4 once or twice a wee4, 1egeta2les, especially lettuce, and coffee. Third: ! wal4 an a1erage of ten miles a dayO fi1e miles into the country and fi1e miles 2ac4, using this period for meditation and thought. Perhaps the thin4ing is as 1alua2le, as a health 2uilder, as the wal4. Fo&rth: ! lie across a straight 2ottom chair, flat on my 2ac4, with most of my weight resting on the small of my 2ac4, with my head and arms relaBed completely, until they almost touch the floor. This gi1es the ner1ous energy of my 2ody an opportunity to 2alance properly and distri2ute itself, and ten minutes in this position will completely relie1e all signs of fatigue, no matter how tired ! may 2e. Fifth: ! ta4e an enema at least once e1ery ten days, and more often if ! feel the need of it, using water that is a little 2elow 2lood temperature, with a ta2lespoonful of salt in it, chest and 4nee position. Sixth: ! ta4e a hot shower 2ath, followed immediately 2y a cold shower, e1ery day, usually in the morning when ! first get up. These simple things ! do for myself. -other +ature attends to e1erything else necessary for my health. ! cannot lay too much stress upon the importance of 4eeping the intestines clean, for it is a well 4nown fact that the city dwellers of today are literally poisoning themsel1es to death 2y neglecting to cleanse their intestines with water. (ou should not wait until you are constipated to ta4e an enema. When you get to the stage of constipation you are practically ill and immediate relief is a2solutely essential, 2ut if you will gi1e yourself the proper attention regularly, Eust as you attend to 4eeping the outside of your FHG@F

2ody clean, you will ne1er 2e 2othered with the many trou2les which constipation 2rings. For more than fifteen years no single wee4 e1er passed without my ha1ing a headache. Usually ! administered a dose of aspirin and got temporary relief. ! was suffering with auto:intoBication and did not 4now it, for the reason that ! was not constipated. When ! found out what my trou2le was ! did two things, 2oth of which ! recommend to you? namely, I -&it &si% aspiri% and ! cut down my daily consumption of food nearly one half. 3ust a word a2out aspirin : a word which those who profit 2y its sale will not li4e : it affords no permanent cure of headache. *ll it does might 2e compared to a lineman that cuts the telegraph wire while the operator is using that wire in a call for aid from the fire department to sa1e the 2urning 2uilding in which he is located. *spirin cuts or IdeadensJ the line of ner1e communication that runs from the stomach or the intestinal region, where auto:intoBication is pouring poison into the 2lood, to the 2rain, where the effect of that poison is registering its call in the form of intense pain. .utting the telegraph line o1er which a call for the fire department is 2eing sent does not put out the fire? nor does it remo1e the cause to deaden, with the aid of a dose of aspirin, the ner1e line o1er which a headache is registering a call for help. (ou cannot 2e a person of actio% if you permit yourself to go without proper physical attention until auto:intoBication ta4es your 2rain and 4neads it into an inoperati1e mass that resem2les a 2all of putty. +either can you 2e a person of actio% if you eat the usual de1itali;ed concoction called Pwhite 2readP 8which has had all the real food 1alue remo1ed from it9 and twice as much meat as your system can digest and properly dispose of. (ou cannot 2e a person of actio% if you run to the pill 2ottle e1ery time you ha1e, or i"a i%e you ha1e, an ache or a pain, or swallow an aspirin ta2let e1ery time your intestines call on your 2rain for a douche 2ag of water and a spoonful of salt for cleansing purposes. (ou cannot 2e a person of actio% if you overeat and &%der-exercise# (ou cannot 2e a person of actio% if you read the patient medicine 2oo4lets and 2egin to imagine yourself ailing with the symptoms descri2ed 2y the cle1er ad1ertisement writer who has reached your poc4et2oo4 through the power of s& estio%# ! ha1e not touched a drug for more than fi1e years, and ! ha1e not 2een either sic4 or ailing during that time, in spite of the fact that ! perform more wor4 each day than most men of my profession. ! ha1e e%th&sias", e%d&ra%ce and actio% 2ecause ! eat the sort of simple food that contains the 2ody:2uilding elements that ! reMuire, and loo4 after the eliminati1e processes as carefully as ! 2athe my 2ody. !f these simple and fran4 admissions appeal to you as 2eing 2ased upon common sense, ta4e them and put them to the test, and if they ser1e you as well as they are ser1ing me, 2oth of us will ha1e profited 2y the courage ! had to summon to list them as a part of this lesson. Usually, when anyone eBcept a physician offers suggestions on the care of the 2ody, he is immediately catalogued as a Ilong:haired cran4,J and ! will admit that the analysis is often correct. !n this instance, ! ma4e no stronger recommendations than thisO That yo& try a% e%e"a the %ext ti"e yo& have a headache, and if any of the other suggestions appeal to you gi1e them a trial until you are satisfied that they are either sound or unsound. Before lea1ing the su2Eect, perhaps ! should eBplain that water which is 2arely lu4e:warm should 2e used for the enema for the reason that this causes the muscles of the intestines to contract, which, in turn, forces the poisonous matter out of the pores of the mucous linings. This eBercises those muscles and e1entually, it will so de1elop them that they will do their wor4 in the natural way, without the aid of the enema. * warm water enema is 1ery detrimental for the reason that it relaBes the muscles of the intestines, which, in time, causes them to cease functioning altogether, producing what is ordinarily referred to as the Ienema ha2it.J With due apologies to my friends, the physicians and osteopaths and chiropractors and other health FHG$F

*+ occasional misfortune is a good thing. !t reminds us that no one has a2solute independence.

FHG&F

2uilders, ! will now in1ite you 2ac4 to that part of the su2Eect of this lesson o1er which there can 2e no conflict of opinion as to the soundness of my counsel.

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There is another enemy which you must conMuer 2efore you can 2ecome a person of actio%, and that is the (orry habit# Worry, and en1y, and Eealousy, and hatred, and dou2t, and fear are all states of mind which are fatal to actio%# *ny of these states of mind will interfere with, and in some instances destroy altogether, the digesti1e process through which the food is assimilated and prepared for distri2ution through the 2ody. This interference is purely physical, 2ut the damage does not stop here, 2ecause these negati1e states of mind destroy the most essential factor in the achie1ement of s&ccess) namely, desire to achie1e. !n the second lesson of this course you learned that your defi%ite chief ai" in life should 2e supported 2y a b&r%i% desire for its reali;ation. (ou can ha1e no b&r%i% desire for achie1ement when you are in a negati1e state of mind, no matter what the cause of that state of mind may 2e. To 4eep myself in a positi1e frame of mind ! ha1e disco1ered a 1ery effecti1e Igloom:chaser.J That may not 2e a 1ery dignified way of eBpressing my meaning, 2ut since the su2Eect of this lesson is actio% and not dignity ! will ma4e it ser1e. The Igloom:chaserJ to which ! refer is a hearty laugh. When ! feel Iout of sortsJ or inclined to argue with some2ody o1er something that is not worthy of discussion, ! 4now that ! need my Igloom:chaser,J and ! proceed to get away where ! will distur2 no one and ha1e a good hearty laugh. !f ! can find nothing really funny a2out which to laugh ! simply ha1e a forced laugh. The effect is the same in 2oth cases. Fi1e minutes of this sort of mental and physical eBercise: for it is 2oth T will stimulate actio% that is free from negati1e tendencies. #o not ta4e my word for this : try it< +ot long ago ! heard a phonograph record entitled, as ! recall it, The aughing Fool, which should 2e a1aila2le to all whose dignity for2ids them to indulge in a hearty laugh for their health6s sa4e. This record was all that its name implies. !t was made 2y a man and a woman? the man was trying to play a cornet and the woman was laughing at him. She laughed so effecti1ely that she finally made the man laugh, and the suggestion was so pronounced that all who heard it usually Eoined in and had a good laugh, whether they felt li4e it or not. P*s a man thin4eth in his heart, so is he.P (ou cannot thin4 fear and act courageously. (ou cannot thin4 hatred and act in a 4indly manner toward those with whom you associate. The dominating thoughts of your mind : meaning 2y this, the strongest and deepest and most freMuent of your thoughts : influence the physical actio% of your 2ody. "1ery thought put into action 2y your 2rain reaches and influences e1ery cell in your 2ody. When you thin4 fear your mind telegraphs this thought down to the cells that form the muscles of your legs and tells those muscles to get into actio% and carry you away as rapidly as they can. * man who is afraid runs away 2ecause his legs carry him, and they carry him 2ecause the fear thought in his mind instructed them to do so, e1en though the instructions were gi1en unconsciously. !n the first lesson of this course you learned how tho& ht tra1els from one mind to another, through the principle of telepathy. !n this lesson you should go a step further and learn that your tho& hts not only register themsel1es in the minds of other people, through the principle of telepathy, 2ut, (hat is a "illio% ti"es "ore i"porta%t to yo& to &%dersta%d, they re ister the"selves o% the cells of yo&r o(% body a%d affect those cells i% a "a%%er that har"o%i,es (ith the %at&re of the tho& hts# To understand this principle is to understand the soundness of the statementO P*s a man thin4eth in FHGCF

his heart, so is he.P Actio%, in the sense that the term is used in this lesson, is of two forms. One is physical and the other is mental. (ou can 2e 1ery acti1e with your mind while your 2ody is entirely inacti1e, eBcept as to the in1oluntary action of the 1ital organs. Or you can 2e 1ery acti1e with 2oth 2ody and mind. !n spea4ing of men of actio%, either or 2oth of two types may 2e referred to. One is the care:ta4er type and the other is the promoter or salesman type. Both of these types are essential in modern 2usiness, industry and finance. One is 4nown as a PdynamoP while the other is often referred to as a P2alance wheel.P Once in a great while you will find a man who is 2oth a dynamo and a 2alance wheel, 2ut such well 2alanced personalities are rare. -ost successful 2usiness organi;ations that assume great si;e are made up of 2oth of these types. The I2alance wheelJ who does nothing 2ut compile facts and figures and statistics is Eust as much a man of actio% as the man who goes upon the platform and sells an idea to a thousand people 2y the sheer power of his active personality. To determine whether a man is a man of actio% or not it is necessary to analy;e 2oth his mental and his physical ha2its. !n the first part of this lesson ! said that Ithe world pays you for what you do and not for what you 4now.J That statement might easily 2e misconstrued. What the world really pays you for is (hat yo& do or (hat yo& ca% et others to do# * man who can induce others to co:operate and do effecti1e team:wor4, or inspire others so that they 2ecome more active, is no less a man of actio% than the man who renders effecti1e ser1ice in a more direct manner. !n the field of industry and 2usiness there are men who ha1e the a2ility so to inspire and direct the efforts of others that all under their direction accomplish more than they could without this directing influence. !t is a well 4nown fact that .arnegie so a2ly directed the efforts of those who constituted his personal staff that he made many wealthy men of those who would ne1er ha1e 2ecome wealthy without the directing genius of his 2rain. The same may 2e said of practically all great leaders in the field of industry and 2usiness : the gain is not all on the side of the leaders. Those under their direction often profit most 2y their leadership. !t is a common practice for a certain type of man to 2erate his employers 2ecause of their opposite stations in a financial sense. !t is usually true that such men would 2e infinitely worse off without these employers than they are with them. !n the first lesson of this course the 1alue of allied effort was particularly emphasi;ed for the reason that some men ha1e the 1ision to plan while others ha1e the a2ility to carry plans into actio% although they do not possess the i"a i%atio% or the 1ision to create the plans they eBecute. !t was his understanding of this principle of allied effort that ena2led *ndrew .arnegie to surround himself with a group of men that was made up of those who could plan and those who could eBecute. .arnegie had in his group of assistants some of the most efficient salesmen in the world, 2ut if his entire staff had 2een made up of men who could do nothing 2ut sell he could ne1er ha1e accumulated the fortune that he did. !f his entire staff had 2een made up of salesmen only he would ha1e had actio% in a2undance, 2ut actio%, in the sense that it is used in this lesson, must 2e intelligently guided. One of the 2est 4nown law firms in *merica is made up of two lawyers, one of whom ne1er appears in court. He prepares the firm6s cases for trial and the other mem2er of the firm goes to court and tries them. Both are men of intense actio%, 2ut they eBpress it in different ways. There can 2e as much actio% in preparatio%, in most underta4ings, as in exec&tio%# !n finding your own place in the world, you should analy;e yourself and find out whether you are a PdynamoP or a P2alance wheel,P and select a defi%ite chief ai" for yourself that harmoni;es with your nati1e a2ility. !f you are in 2usiness with others, you should analy;e them as well as yourself, and FHGGF

THOUS*+#S of people wal4ed o1er the great .alumet .opper -ine without disco1ering it. 3ust one lone man got 2usy with a pic4 and found it. (ou may 2e standing on your P.alumet -ineP right now, without 4nowing it, in whate1er position you are filling. #ig down and see what is under the surface of your position.

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endea1or to see that each person ta4es the part for which his temperament and nati1e a2ility 2est fit him. Stating it another way, people may 2e classified under two headingsO one is the promoter and the other is the care:ta4er. The promoter type ma4es an a2le salesman and organi;er. The care:ta4er type ma4es an eBcellent conser1er of assets after they ha1e 2een accumulated. Place the care:ta4er type in charge of a set of 2oo4s and he is happy, 2ut place him on the outside selling and he is unhappy and will 2e a failure at his Eo2. Place the promoter in charge of a set of 2oo4s and he will 2e misera2le. His nature demands more intense actio%# *ction of the passi1e type will not satisfy his am2itions, and if he is 4ept at wor4 which does not gi1e him the action his nature demands he will 2e a failure. !t 1ery freMuently turns out that men who em2e;;le funds in their charge are of the promoter type and they would not ha1e yielded to temptation had their efforts 2een confined to the wor4 for which they are 2est fitted. /i1e a man the sort of wor4 that harmoni;es with his nature and the 2est there is in him will eBert itself. One of the outstanding tragedies of the world is the fact that most people ne1er engage in the wor4 for which they are 2est fitted 2y nature. Too often the mista4e is made, in the selection of a life:wor4, of engaging in the wor4 which seems to 2e the most profita2le from a monetary 1iewpoint, without consideration of nati1e a2ility. !f money alone 2rought s&ccess this procedure would 2e all right, 2ut success in its highest and no2lest form calls for peace of mind and enEoyment and happiness which come only to the man who has found the wor4 that he li4es 2est. The main purpose of this course is to help you analy;e yourself and determine what your nati1e a2ility 2est fits you to do. (ou should ma4e this analysis 2y carefully studying the chart that accompanies the !ntroductory esson 2efore you select your defi%ite chief ai"# We come, now, to the discussion of the principle through which actio% may 2e de1eloped. To understand how to 2ecome active reMuires understanding of how not to procrasti%ate# These suggestions will gi1e you the necessary instructionsO First: Form the habit of doing each day the most distasteful tas4s first. This procedure will 2e difficult at first, 2ut after you ha1e formed the habit you will ta4e pride in pitching into the hardest and most undesira2le part of your wor4 first. Seco%d: Place this sign in front of you where you can see it in your daily wor4, and put a copy in your 2edroom, where it will greet you as you retire and when you ariseO ADo %ot tell the" (hat yo& ca% do) sho( the"*B Third: )epeat the following words, aloud, twel1e times each night Eust 2efore you go to sleepO PTomorrow ! will do e1erything that should 2e done, when it should 2e done, and as it should 2e done. ! will perform the most difficult tas4s first 2ecause this will destroy the ha2it of procrastination and de1elop the ha2it of actio% in its place.P Fo&rth: .arry out these instructions with faith in their soundness and with 2elief that they will de1elop actio%, in 2ody and in mind, sufficient to ena2le you to reali;e your defi%ite chief ai"# The outstanding feature of this course is the simplicity of the style in which it is written. *ll great fundamental truths are simple, in final analysis, and whether one is deli1ering an address or writing a course of instruction, the purpose should 2e to con1ey impressions and statements of fact in the clearest and most concise manner possi2le. Before closing this lesson, permit me to go 2ac4 to what was said a2out the 1alue of a hearty laugh as a healthful stimulant to actio%, and add the statement that singing produces the same effect, and in some instances is far prefera2le to laughing. Billy Sunday is one of the most dynamic and active preachers in the world, yet it has 2een said that his sermons would lose much of their effecti1eness if it were not for the psychological effect of his song ser1ices. FHGKF

!t is a well 4nown fact that the /erman army was a winning army at the 2eginning, and long after the 2eginning of the world war? and it has 2een said that much of this was due to the fact that the /erman army was a singing army. Then came the 4ha4i:clad dough2oys from *merica, and they, too, were singers. Bac4 of their singing was an enduring faith in the cause for which they were fighting. Soon the /ermans 2egan to Muit singing, and as they did so the tide of war 2egan to turn against them. !f church attendance had nothing else to recommend it, eBcept the psychological effect of the song ser1ice, that would 2e sufficient, for no one can Eoin in the singing of a 2eautiful hymn without feeling 2etter for it. For many years ! ha1e o2ser1ed that ! could write more effecti1ely after ha1ing participated in a song ser1ice. Pro1e my statement to your own satisfaction 2y going to church neBt Sunday morning and participating in the song ser1ice with all the enthusiasm at your command. #uring the war ! helped de1ise ways and means of speeding production in industrial plants that were engaged in manufacturing war supplies. By actual test, in a plant employing C,@@@ men and women, the production was increased forty:fi1e per cent in less than thirty days after we had organi;ed the wor4ers into singing groups and installed orchestras and 2ands that played at ten:minute inter1als such stirring songs as IO1er There,J and I#iBie?J and IThere6ll Be a Hot Time in the Old Town Tonight.J The wor4ers caught the rhythm of the music and sped up their wor4 accordingly. Properly selected music would stimulate any class of wor4ers to greater actio%, a fact which does not seem to 2e understood 2y all who direct the efforts of large num2ers of people. !n all my tra1els ! ha1e found 2ut one 2usiness firm whose managers made use of music as a stimulant for their wor4ers. This was the Filene #epartment Store, in Boston, -ass. #uring the summer months this store pro1ides an orchestra that plays the latest dance music for half an hour 2efore opening time, in the morning. The salespeople use the aisles of the store for dancing and 2y the time the doors are thrown open they are in an active state of mind and 2ody that carries them through the entire day. !ncidentally, ! ha1e ne1er seen more courteous or efficient salespeople than those employed 2y the Filene store. One of the department managers told me that e1ery person in his department performed more ser1ice and with less real effort, as a result of the morning music program. * si% i% ar"y is a (i%%i% ar"y, whether on the field of 2attle, in warfare, or 2ehind the counters in a department store. There is a 2oo4 entitled Singing Through ife With /od 2y /eorge Wharton 3ames, which ! recommend to all who are interested in the psychology of song. !f ! were the manager of an industrial plant in which the wor4 was hea1y and monotonous, ! would install some sort of musical program that would supply e1ery wor4er with music. On lower Broadway, in +ew (or4 .ity, an ingenious /ree4 has disco1ered how to entertain his customers and at the same time speed up the wor4 of his helpers 2y the use of a phonograph. "1ery 2oy in the place 4eeps time with the music as he draws the cloth across the shoes, and seems to get considera2le fun out of his wor4 in doing so. To speed up the wor4 the proprietor has 2ut to speed up the phonograph.

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*ny form of group effort, where two or more people form a co:operati1e alliance for the purpose of accomplishing a definite purpose, 2ecomes more powerful than mere indi1idual effort. * foot2all team may win consistently and continuously, 2y well co:ordinated team:wor4, e1en though the mem2ers of the team may 2e unfriendly and out of harmony in many ways outside of their actual wor4 on the 2all ground. * group of men composing a 2oard of directors may disagree with one another? they may 2e unfriendly, and in no way in sympathy with one another, and still carry on a 2usiness which appears to 2e 1ery successful. FHGNF

! #O not 4now for sure, 2ut ! strongly suspect that the person who performs ser1ice that is greater in Muantity and 2etter in Muality than that for which he is paid, is e1entually paid for more than he performs.

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* man and his wife may li1e together, accumulate a fair si;ed or e1en a great fortune, rear and educate a family, without the 2ond of harmony which is essential for the de1elopment of a -aster -ind. But all of these alliances might 2e made more powerful and effecti1e if 2ased upon a foundation of perfect harmony, thus permitting the de1elopment of a supplemental power 4nown as the -aster -ind. Plain co:operati1e effort produces power? there can 2e no dou2t a2out this? 2ut co:operati1e effort that is 2ased upon complete harmony of purpose de1elops super:power. et e1ery mem2er of any cooperati1e group set his heart upon the achie1ement of the same definite end, in a spirit of perfect harmony, and the way has 2een pa1ed for the de1elopment of a -aster -ind, pro1iding all mem2ers of the group willingly su2ordinate their own personal interests for the attainment of the o2Eecti1e for which the group is aiming. The United States of *merica has 2ecome one of the most powerful nations on earth, largely 2ecause of the highly organi;ed co:operati1e effort 2etween the states. !t will 2e helpful to remem2er that these United States were 2orn as the result of one of the most powerful -aster -inds e1er created. The mem2ers of this -aster -ind were the signers of the #eclaration of !ndependence. The men who signed that document either consciously or unconsciously put into operation the power 4nown as the I-aster -ind,J and that power was sufficient to ena2le them to defeat all the soldiers who were sent into the field against them. The men who fought to ma4e the #eclaration of !ndependence endure did not fight for money, alone? they fought for a principle : the principle of freedom, which is the highest 4nown moti1ating force. * great leader, whether in 2usiness, finance, industry or statesmanship, is one who understands how to create a moti1ating o2Eecti1e which will 2e accepted with enthusiasm 2y e1ery mem2er of his group of followers. !n politics a Ili1e issueJ is e1erything< By Ili1e issueJ is meant some popular o2Eecti1e toward the attainment of which the maEority of the 1oters can 2e rallied. These IissuesJ generally are 2roadcast in the form of snappy slogans, such as I>eep .ool with .oolidge,J which suggested to the minds of the 1oters that to 4eep .oolidge was the eMui1alent of 4eeping prosperity. !t wor4ed< #uring incoln6s election campaign the cry was, IStand 2ac4 of incoln and preser1e the Union.J !t wor4ed. Woodrow Wilson6s campaign managers, during his second campaign, coined the slogan, IHe 4ept us out of war,J and it wor4ed. The degree of power created 2y the co:operati1e effort of any group of people is measured, always, 2y the nature of the moti1e which the group is la2oring to attain. This may 2e profita2ly home in mind 2y all who organi;e group effort for any purpose whatsoe1er. Find a moti1e around which men may 2e induced to rally in a highly emotionali;ed, enthusiastic spirit of perfect harmony and you ha1e found the starting point for the creation of a -aster -ind. !t is a well 4nown fact that men will wor4 harder for the attainment of an ideal than they will for mere money. !n searching for a Imoti1eJ as the 2asis for de1eloping co:operati1e group effort it will 2e profita2le to 2ear this fact in mind. *t the time of the writing of this lesson there is much ad1erse agitation and general criticism directed against the railroads of the country. Who is 2ac4 of this agitation this author does not 4now, 2ut he does 4now that the 1ery fact that such agitation eBists could and should 2e made the moti1ating force around which the railroad officials might rally the hundreds of thousands of railroad employees who earn their li1ing 2y railroading, there2y creating a power that would effecti1ely eliminate this ad1erse criticism. The railroads are the 1ery 2ac4:2one of the country. Tie up all railroad ser1ice and the people of the larger cities would star1e 2efore food could reach them. !n this fact may 2e found a moti1e around which FHG%F

a large maEority of the pu2lic could 2e caused to rally in support of any plan for self:protection which the railroad officials might wish to carry out. The power represented 2y all of the railroad employees and a maEority of the pu2lic who patroni;e the railroads is sufficient to protect the railroads against all manner of ad1erse legislation and other attempts to depreciate their properties, 2ut the power is only potential until it is organi;ed and placed definitely 2ac4 of a specific moti1e.

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-an is a Mueer animal. /i1e him a sufficiently 1itali;ed moti1e and the man of 2ut a1erage a2ility, under ordinary circumstances, will suddenly de1elop superpower. What man can and will accomplish to please the woman of his choice 8pro1iding the woman 4nows how to stimulate him to action9 has e1er 2een a source of wonderment to students of the human mind. There are three maEor moti1ating forces to which man responds in practically all of his efforts. These areO $. The moti1e of self:preser1ation &. The moti1e of seBual contact C. The moti1e of financial and social power. Stated more 2riefly, the main moti1es which impel men to action are money, seB and self: preser1ation. eaders who are see4ing a moti1ating force out of which to secure action from a following may find it under one or more of these three classifications. *s you ha1e o2ser1ed, this lesson is 1ery closely related to the !ntroductory esson and esson Two which co1er the aw of the -aster -ind. !t is possi2le for groups to function co:operati1ely, without there2y creating a -aster -ind, as, for eBample, where people co:operate merely out of necessity, without the spirit of harmony as the 2asis of their efforts. This sort of co:operation may produce considera2le power, 2ut nothing to compare with that which is possi2le when e1ery person in an alliance su2ordinates his or her own indi1idual interests and co:ordinates his or her efforts with those of all other mem2ers of the alliance, in perfect harmony. The eBtent to which people may 2e induced to co:operate, in harmony, depends upon the moti1ating force which impels them to action. Perfect harmony such as is essential for creating a -aster -ind can 2e o2tained only when the moti1ating force of a group is sufficient to cause each mem2er of the group completely to forget his or her own personal interests and wor4 for the good of the group, or for the sa4e of attaining some idealistic, charita2le or philanthropic o2Eecti1e. The three maEor moti1ating forces of man4ind ha1e 2een here stated for the guidance of the eader who wishes to create plans for securing cooperation from followers who will throw themsel1es into the carrying out of his plans in a spirit of unselfishness and perfect harmony. -en will not rally to the support of a leader in such a spirit of harmony unless the moti1e that impels them to do so is one that will induce them to lay aside all thoughts of themsel1es. We do well that which we lo1e to do, and fortunate is the eader who has the good Eudgment to 2ear this fact in mind and so lay his plans that all his followers are assigned parts that harmoni;e with this law. The leader who gets all there is to 2e had from his followers does so 2ecause he has set up in the mind of each a sufficiently strong moti1e to get each to su2ordinate his own interests and wor4 in a perfect spirit of harmony with all other mem2ers of the group. )egardless of who you are, or what your defi%ite chief ai" may 2e, if you plan to attain the o2Eect of your chief ai" through the co:operati1e efforts of others you must set up in the minds of those whose cooperation you see4 a moti1e strong enough to insure their full, undi1ided, unselfish co:operation, for FHH@F

(OU) position is nothing more than your opportunity to show what sort of a2ility you ha1e. (ou will get out of it eBactly what you put into it : no more and no less. * P2igP position is 2ut the sum total of numerous PlittleP positions well filled.

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you will then 2e placing 2ac4 of your plans the power of the aw of the -aster -ind.

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(ou are now ready to ta4e up esson Fourteen, which will teach you how to ma4e wor4ing capital out of all mista4es, errors and failures which you ha1e eBperienced, and also how to profit 2y the mista4es and failures of others. The president of one of the great railway systems of the United States said, after reading the neBt lesson, that Ithis lesson carries a suggestion which, if heeded and understood, will ena2le any person to 2ecome a master in his chosen life:wor4.J For reasons which will 2e plain after you ha1e read the neBt lesson, it is the author6s fa1orite lesson of this course.

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YOUR STANDING ARMY An A te"+t!e+Lesson ,isit Wit! t!e A#t!o"

=These fiftee% soldiers are labeled: Defi%ite !hief Ai", Self-!o%fide%ce, Habit of Savi% , I"a i%atio%, I%itiative a%d Leadership, 5%th&sias", Self-!o%trol, Doi% .ore Tha% Paid For, Pleasi% Perso%ality, Acc&rate Tho& ht, !o%ce%tratio%, !o-operatio%, Fail&re, Tolera%ce,7olde% 1&le> Po2e" co.es "o. o"/ani7ed e o"t. Yo# see in t!e a1o'e -ict#"e t!e o"ces 2!ic! ente" into a&& o"/ani7ed e o"t. Maste" t!ese i teen o"ces and $o# .a$ !a'e 2!ate'e" $o# 2ant in &i e. Ot!e"s 2i&& 1e !e&-&ess to de eat $o#" -&ans. Ma3e t!ese i teen o"ces $o#" o2n and $o# 2i&& 1e an acc#"ate t!in3e". !+ the picture at the top of this page you see the most powerful army on earth< O2ser1e the emphasis on the word POW")FU . This army is standing at attention, ready to do the 2idding of any person who will command it. !t is (OU) army if you will ta4e charge of it. This army will gi1e you POW") sufficient to mow down all opposition with which you meet. Study the picture carefully, then ta4e in1entory of yourself and find out how many of these soldiers you need.

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!f you are a normal person you long for material success. Success and POW") are always found together. (ou cannot 2e sure of success unless you ha1e power. (ou cannot ha1e power unless you de1elop it through fifteen essential Mualities. "ach of these fifteen Mualities may 2e li4ened to the commanding officer of a regiment of soldiers. #e1elop these Mualities in your own mind and you will ha1e POW"). The most important of the fifteen commanding officers in this army is #"F!+!T" PU)POS". Without the aid of a definite purpose the remainder of the army would 2e useless to you. Find out, as early in life as possi2le, what your maEor purpose in life shall 2e. Until you do this you are nothing 2ut FHHCF

a drifter, su2Eect to control 2y e1ery stray wind of circumstance that 2lows in your direction. -illions of people go through life without 4nowing what it is they want. *ll ha1e a purpose, 2ut only two out of e1ery hundred ha1e a #"F!+!T" purpose. Before you decide whether your purpose is #"F!+!T" or not, loo4 up the meaning of the word in the dictionary. +OTH!+/ !S !-POSS!B " TO TH" P")SO+ WHO >+OWS WH*T !T !S H" W*+TS *+# -*>"S UP H!S -!+# TO *.7U!)" !T< .olum2us had a #"F!+!T" PU)POS" and it 2ecame a reality. incoln6s maEor #"F!+!T" PU)POS" was to free the 2lac4 sla1es of the South and he turned that purpose into reality. )oose1elt6s maEor purpose, during his first term of office, was to 2uild the Panama .anal. He li1ed to see that purpose reali;ed. Henry Ford6s #"F!+!T" PU)POS" was to 2uild the 2est popular priced automo2ile on earth. That purpose, 2ac4ed persistently, has made him the most powerful man on earth. Bur2an46s #"F!+!T" PU)POS" was to impro1e plant life. *lready that purpose has made possi2le the raising of enough food on ten sMuare miles of land to feed the entire world.

SSSSSSSS
Twenty years ago "dwin .. Barnes formed a #"F!+!T" PU)POS" in his mind. That purpose was to 2ecome the 2usiness partner of Thomas *. "dison. *t the time his purpose was chosen -r. Barnes had no Mualification entitling him to a partnership with the world6s greatest in1entor. #espite this handicap he 2ecame the partner of the great "dison. Fi1e years ago he retired from acti1e 2usiness, with more money than he needs or can use, wealth that he accumulated in partnership with "dison. +OTH!+/ !S !-POSS!B " TO TH" -*+ W!TH * #"F!+!T" PU)POS"< Opportunity, capital, co:operation from other men and all other essentials for success gra1itate to the man who 4nows what he wants< ,itali;e your mind with a #"F!+!T" PU)POS" and immediately your mind 2ecomes a magnet which attracts e1erything that harmoni;es with that purpose. 3ames 3. Hill, the great railroad 2uilder, was a poorly paid telegraph operator. -oreo1er, he had reached the age of forty and was still tic4ing away at the telegraph 4ey without any outward appearances of success. Then something of importance happened< Of importance to Hill and to the people of the United States. He formed the #"F!+!T" PU)POS" of 2uilding a railroad across the great waste desert of the West. Without reputation, without capital, without encouragement from others 3ames 3. Hill got the capital and 2uilt the greatest of all the railroad systems of the United States. Woolworth was a poorly paid cler4 in a general store. !n his mind6s eye he saw a chain of no1elty stores speciali;ing on fi1e and ten cent sales. That chain of stores 2ecame his #"F!+!T" PU)POS". He made that purpose come true, and with it more millions than he could use. .yrus H. >. .urtis selected, as his #"F!+!T" PU)POS", the pu2lishing of the world6s greatest maga;ine. Starting with nothing 2ut the name ISaturday "1ening Post,J and opposed 2y friends and ad1isers who said I!t couldn6t 2e done,J he transformed that purpose into reality. -artin W. ittleton is the most highly paid lawyer in the world. !t is said that he will accept no retainer under QH@,@@@.@@. When he was twel1e years old he had ne1er 2een inside of a school room. He went to hear a lawyer defend a murderer. That speech so impressed him that he gra22ed hold of his father6s hand and said, ISome day ! am going to 2e the 2est lawyer in the United States and ma4e speeches li4e that man.J IFine chance for an ignorant mountain youth to 2ecome a great lawyer,J someone might say, 2ut remem2er that +OTH!+/ !S !-POSS!B " TO TH" -*+ WHO >+OWS WH*T H" W*+TS *+# -*>"S UP H!S -!+# TO /"T !T. FHHGF

SSSSSSSS
Study each of the fifteen soldiers shown in command of the army in the picture at the 2eginning of this essay. )emem2er, as you loo4 at the picture, that no one of these soldiers alone is powerful enough to insure success. )emo1e a single one of them and the entire army would 2e wea4ened. The powerful man is the man who has de1eloped, in his own mind, the entire fifteen Mualities represented 2y the fifteen commanding officers shown in the picture. Before you can ha1e power you must ha1e a #"F!+!T" PU)POS"? you must ha1e S" F:.O+F!#"+." with which to 2ac4 up that purpose? you must ha1e !+!T!*T!," and "*#")SH!P with which to eBercise your self:confidence? you must ha1e !-*/!+*T!O+ in creating your definite purpose and in 2uilding the plans with which to transform that purpose into reality and put your plans into action. (ou must miB "+THUS!*S- with your action or it will 2e insipid and without I4ic4.J (ou must eBercise S" F:.O+T)O . (ou must form the ha2it of #O!+/ -O)" TH*+ P*!# FO). (ou must culti1ate a P "*S!+/ P")SO+* !T(. (ou must acMuire the H*B!T OF S*,!+/. (ou must 2ecome an *..U)*T" TH!+>"), remem2ering, as you de1elop this Muality, that accurate thought is 2ased upon F*.TS and not upon hearsay e1idence or mere information. (ou must form the ha2it of .O+."+T)*T!O+ 2y gi1ing your undi1ided attention to 2ut one tas4 at a time. (ou must acMuire the ha2it of .O:OP")*T!O+ and practice it in all your plans. (ou must profit 2y F*! U)", your own and that of others. (ou must culti1ate the ha2it of TO ")*+.". ast, 2ut 2y no means the least important, you must ma4e the /O #"+ )U " the foundation of all you do that affects other people. >eep this picture where you can see it each day and, one 2y one, call these fifteen soldiers out of the line and study them. -a4e sure that the counterpart of each is de1eloped in your own mind.

SSSSSSSS
*ll efficient armies are well disciplined< The army which you are 2uilding in your own mind must, also, 2e disciplined. !t must o2ey your command at e1ery step. When you call out of the line the thirteenth soldier, IF*! U)",J remem2er that nothing will go as far toward de1eloping discipline as will failure and temporary defeat. While you are comparing yourself with this soldier determine whether or not you ha1e 2een profiting 2y your own failures and temporary defeat. F*! U)" comes to all at one time or another. -a4e sure, when it comes your way, that you will learn something of 1alue from its 1isit. -a4e sure, also, that it would not 1isit you if there was not room for it in your ma4e:up. To ma4e progress in this world you must rely solely upon the forces within your own mind for your start. *fter this start has 2een made you may turn to others for aid, 2ut the first step must 2e ta4en without outside aid. *fter you ha1e made this Istart,J it will surprise you to o2ser1e how many willing people you will encounter who will 1olunteer to assist you.

SSSSSSSS
Success is made up of many facts and factors, chiefly of the fifteen Mualities represented 2y these fifteen soldiers. To enEoy a well 2alanced and rounded out success one must appropriate as much or as little of each of these fifteen Mualities as may 2e missing in one6s own inherited a2ility. FHHHF

When you came into this world you were endowed with certain in2orn traits, the result of millions of years of e1olutionary changes, through thousands of generations of ancestors. *dded to these in2orn traits you acMuired many other Mualities, according to the nature of your en1ironment and the teaching you recei1ed during your early childhood. (ou are the sum total of that which was 2orn in you and that which you ha1e pic4ed up from your eBperiences, what you ha1e thought and what you ha1e 2een taught, since 2irth. Through the law of chance one in a million people will recei1e, through in2orn heredity and from 4nowledge acMuired after 2irth, all of the fifteen Mualities named in the picture a2o1e. *ll who are not fortunate enough to ha1e thus acMuired the essentials for SU.."SS must de1elop them within themsel1es. The first step in this Ide1elopmentJ process is to reali;e what Mualities are missing in your naturally acMuired eMuipment. The second step is the strongly planted #"S!)" to de1elop yourself where you are now deficient. Prayer sometimes wor4s, while at other times it does not wor4. !t always wor4s when 2ac4ed with unMualified F*!TH. This is a truth which no one will deny, yet, it is a truth which no one can eBplain. *ll we 4now is that prayer wor4s when we B" !"," it will wor4. Prayer without F*!TH is nothing 2ut an empty collection of words. * #"F!+!T" PU)POS" may 2e transformed into reality only when one B" !","S it can 2e done. Perhaps the selfsame law that turns the prayer 2ased upon F*!TH into reality transforms, also, a #"F!+!T" PU)POS" that is founded upon 2elief into reality. !t can do no harm if you ma4e your #"F!+!T" PU)POS" in life the o2Eect of your daily prayer. *nd, as you pray remem2er that prayer 2ased upon F*!TH always wor4s. #e1elop in your own mind all of the fifteen Mualities, from a #"F!+!T" PU)POS" to the /O #"+ )U ", and you will find the application of F*!TH is not difficult. Ta4e in1entory of yourself. Find out how many of the fifteen Mualities you now possess. *dd to this in1entory the missing Mualities until you ha1e, in your mind, the entire fifteen. (ou will then 2e ready to measure your success in whate1er terms you #"S!)". The Mualities represented 2y the fifteen soldiers shown in this picture are the 2ric4 and the mortar and the 2uilding material with which you must 2uild your Temple of Success. -aster these fifteen Mualities and you may play a perfect symphony of success in any underta4ing, Eust as one who has mastered the fundamentals of music may play any piece at sight. -a4e these fifteen Mualities your own and you will 2e an "#U.*T"# person, 2ecause you will ha1e the power to get whate1er you want in life without 1iolating the rights of others. I*ll worlds are man6s, to conMuer and to rule This is the glory of his life. But this its iron lawO first must he school Himself. Here 6gins and ends all strife .J

FHHKF

THE LAW OF SUCCESS

In Sixteen Lessons

Napoleon Hill

Teaching, for the First Time in the History of the World, the True Philosophy upon which all Personal Success is Built.

Originally PUB !SH"# in $%&' B( The )* STO+ U+!,")S!T( P)"SS -")!#"+, .O++.

.OP()!/HT, $%&', B( +*PO "O+ H! 000000 *ll )ights )eser1ed

Pu2lished By 3ames ). Henry *ctor, Filmma4er, 5 Business Owner

Printed in the US*

esson Fourteen F*! U)"

FHH%F

(esterday is 2ut a dream, Tomorrow is only a 1ision. But today well li1ed ma4es "1ery yesterday a dream of happiness, *nd e1ery tomorrow a 1ision of hope. oo4 well, therefore, to this day. : From the Sanscrit

FHK@F

THE LAW OF SUCCESS Lesson Fo#"teen FAILURE

"You Can Do t if You !elie"e You Can#$ U+#") ordinary circumstances the term IfailureJ is a negati1e term. !n this lesson, the word will 2e gi1en a new meaning, 2ecause the word has 2een a 1ery much misused one? and, for that reason, it has 2rought unnecessary grief and hardship to millions of people. !n the outset, let us distinguish 2etween IfailureJ and Itemporary defeat.J et us see if that which is so often loo4ed upon as IfailureJ is not, in reality, 2ut Itemporary defeat.J -oreo1er, let us see if this temporary defeat is not usually a 2lessing in disguise, for the reason that it 2rings us up with a Eer4 and redirects our energies along different and more desira2le lines. !n esson +ine of this course, we learned that strength grows out of resistance? and we shall learn, in this lesson, that sound character is usually the handiwor4 of re1erses, and set:2ac4s, and temporary defeat, which the uninformed part of the world calls Ifailure.J +either temporary defeat nor ad1ersity amounts to failure in the mind of the person who loo4s upon it as a teacher that will teach some needed lesson. *s a matter of fact, there is a great and lasting lesson in e1ery re1erse, and in e1ery defeat? and, usually, it is a lesson that could 2e learned in no other way than through defeat. #efeat often tal4s to us in a Idum2 languageJ that we do not understand. !f this were not true, we would not ma4e the same mista4es o1er and o1er again without profiting 2y the lessons that they might teach us. !f it were not true, we would o2ser1e more closely the mista4es which other people ma4e and profit 2y them. The main o2Eect of this lesson is to help the student understand and profit 2y this Idum2 languageJ in which defeat tal4s to us. Perhaps ! can 2est help you to interpret the meaning of defeat 2y ta4ing you 2ac4 o1er some of my own eBperiences co1ering a period of approBimately thirty years. Within this period, ! ha1e come to the turning:point, which the uninformed call Ifailure,J se1en different times. *t each of these se1en turning: points ! thought ! had made a dismal failure? 2ut now ! 4now that what loo4ed to 2e a failure was nothing more than a 4indly, unseen hand, that halted me in my chosen course and with great wisdom forced me to redirect my efforts along more ad1antageous pathways. ! arri1ed at this decision, howe1er, only after ! had ta4en a retrospecti1e 1iew of my eBperiences and had analy;ed them in the light of many years of so2er and meditati1e thought.

FIRST TURNING+POINT
*fter finishing a course in a 2usiness college, ! secured a position as stenographer and 2oo44eeper which ! held for the ensuing fi1e years. *s a result of ha1ing practiced the ha2it of performing more wor4 and 2etter wor4 than that for which ! was paid, as descri2ed in esson +ine of this course, ! ad1anced rapidly until ! was assuming responsi2ilities and recei1ing a salary far out of proportion to my age. ! sa1ed my money? and my 2an4 account amounted to se1eral thousand dollars. -y reputation spread rapidly and ! found competiti1e 2idders for my ser1ices. To meet these offers from competitors my employer ad1anced me to the position of /eneral FHK$F

-anager of the mines where ! was employed. ! was Muic4ly getting on top of the world, and I '%e( it* *h< 2ut that was the sad part of my fate : I '%e( it* Then the 4indly hand of Fate reached out and ga1e me a gentle nudge. -y employer lost his fortune and ! lost my position. This was my first real defeat? and, e1en though it came a2out as a result of causes 2eyond my control, ! should ha1e learned a lesson from it? which, of course, ! did, 2ut not until many years later.

SECOND TURNING+POINT
-y neBt position was that of Sales -anager for a large lum2er manufacturing concern in the South. ! 4new nothing a2out lum2er, and 2ut little a2out sales management? 2ut ! had learned that it was 2eneficial to render more ser1ice than that for which ! was paid? and ! had also learned that it paid to ta4e the initiati1e and find out what ought to 2e done without someone telling me to do it. * good si;ed 2an4 account, plus a record of steady ad1ancement in my pre1ious position, ga1e me all the self:confidence ! needed, with some to spare, perhaps. -y ad1ancement was rapid, my salary ha1ing 2een increased twice during the first year. ! did so well in the management of sales that my employer too4 me into partnership with him. We 2egan to ma4e money and ! 2egan to see myself o% top of the (orld a ai%* To stand Ion top of the worldJ gi1es one a wonderful sensation? 2ut it is a 1ery dangerous place to stand, unless one stands 1ery firmly, 2ecause the fall is so long and hard if one should stum2le. ! was succeeding 2y leaps and 2ounds< Up to that time it had ne1er occurred to me that s&ccess could 2e measured in terms other than money and authority. Perhaps this was due to the fact that ! had more money than ! needed and more authority than ! could manage safely at that age. +ot only was ! Isucceeding,J from my 1iewpoint of success, 2ut ! 4new ! was engaged in the one and only 2usiness suited to my temperament. +othing could ha1e induced me to change into another line of endea1or. That is : nothing eBcept that which happened, which forced me to change. The unseen hand of Fate allowed me to strut around under the influence of my own 1anity until ! had commenced to feel my importance. !n the light of my more so2er years, ! now wonder if the Unseen Hand does not purposely permit us foolish human 2eings to parade oursel1es 2efore our own minors of 1anity until we come to see how 1ulgarly we are acting and 2ecome ashamed of oursel1es. *t any rate, ! seemed to ha1e a clear trac4 ahead of me? there was plenty of coal in the 2un4er? there was water in the tan4? my hand was on the throttle : ! opened it wide and sped along at a rapid pace. *las< Fate awaited me Eust around the corner, with a stuffed clu2 that was not stuffed with cotton. Of course ! did not see the impending crash until it came. -ine was a sad story, 2ut not unli4e that which many another might tell if he would 2e fran4 with himself. i4e a stro4e of lightning out of a clear s4y, the $%@N panic swept down upon me? and, o1ernight, it rendered me an enduring ser1ice 2y destroying my 2usiness and relie1ing me of e1ery dollar that ! possessed. This was my first serious defeat< ! mistoo4 it, then, for failure? 2ut it was not, and 2efore ! complete this lesson ! will tell you why it was not.

THIRD TURNING+POINT
!t reMuired the $%@N panic, and the defeat that it 2rought me, to di1ert and redirect my efforts from the lum2er 2usiness to the study of law. +othing on earth, eBcept defeat, could ha1e 2rought a2out this FHK&F

O+" of the greatest leaders who e1er li1ed stated the secret of his leadership in siB words, as followsO I>indness is more powerful than compulsion.J

FHKCF

result? thus, the third turning:point of my life was ushered in on the wings of that which most people would call Ifailure,J which reminds me to state again that e1ery defeat teaches a needed lesson to those who are ready and willing to 2e taught. When ! entered law school, it was with the firm 2elief that ! would emerge dou2ly prepared to catch up with the end of the rain2ow and claim my pot of gold? for ! still had no other conception of success eBcept that of "o%ey and power. ! attended law school at night and wor4ed as an automo2ile salesman during the day. -y sales eBperience in the lum2er 2usiness was turned to good ad1antage. ! prospered rapidly, doing so well 8still featuring the ha2it of performing more ser1ice and 2etter ser1ice than that for which ! was paid9 that the opportunity came to enter the automo2ile manufacturing 2usiness. ! saw the need for trained automo2ile mechanics, therefore ! opened an educational department in the manufacturing plant and 2egan to train ordinary machinists in automo2ile assem2ling and repair wor4. The school prospered, paying me o1er a thousand dollars a month in net profits. *gain ! was 2eginning to near the end of the rain2ow. *gain ! 4new ! had at last found my niche in the world6s wor4? that nothing could swer1e me from my course or di1ert my attention from the automo2ile 2usiness. -y 2an4er 4new that ! was prospering, therefore he loaned me money with which to eBpand. * peculiar trait of 2an4ers : a trait which may 2e more or less de1eloped in the remainder of us also T is that they will loan us money without any hesitation when we are prospero&s* -y 2an4er loaned me money until ! was hopelessly in his de2t, then he too4 o1er my 2usiness as calmly as if it had 2elonged to him, which it did< From the station of a man of affairs who enEoyed an income of more than a thousand dollars a month, ! was suddenly reduced to po1erty. +ow, twenty years later, ! than4 the hand of Fate for this forced change? 2ut at that time ! loo4ed upon the change as nothing 2ut fail&re# The rain2ow6s end had disappeared, and with it the pro1er2ial pot of gold which is supposed to 2e found at its end. !t was many years afterwards that ! learned the truth that this temporary defeat was pro2a2ly the greatest single 2lessing that e1er came my way, 2ecause it forced me out of a 2usiness that in no way helped me to de1elop 4nowledge of self or of others, and directed my efforts into a channel which 2rought me a rich eBperience of which ! was in need. For the first time in life ! 2egan to as4 myself if it were not possi2le for one to find something of 1alue other than money and power at the rain2ow6s end. This temporary Muestioning attitude did not amount to open re2ellion, mind you, nor did ! follow it far enough to get the answer. !t merely came as a fleeting thought, as do so many other thoughts to which we pay no attention, and passed out of my mind. Had ! 4nown as much then as ! now 4now a2out the aw of .ompensation, and had ! 2een a2le to interpret eBperiences as ! can now interpret them, ! would ha1e recogni;ed that e1ent as a gentle nudge from the hand of Fate. *fter putting up the hardest fight of my life, up to that time, ! accepted my temporary defeat as fail&re and thus was ushered in my neBt and fourth turning:point, which ga1e me an opportunity to put into use the 4nowledge of law that ! had acMuired.

FOURTH TURNING+POINT
Because ! was my wife6s hus2and and her people had influence ! secured the appointment as assistant to the chief counsel for one of the largest coal companies in the world. -y salary was greatly out of proportion to those usually paid to 2eginners, and still further out of proportion to what ! was worth? FHKGF

2ut pull was pull, and ! was there Eust the same. !t happened that what ! lac4ed in legal s4ill ! more than made up through the application of the principle of performing more ser1ice than that for which ! was paid, and 2y ta4ing the initiati1e and doing that which should ha1e 2een done without 2eing told to do it. ! was holding my position without difficulty. ! practically had a soft 2erth for life had ! cared to 4eep it. Without consultation with my friends, and without warning, ! resigned< This was the first turning:point that was of my own selection. !t was not forced upon me. ! saw the old man Fate coming and 2eat him to the door. When pressed for a reason for resigning, ! ga1e what seemed to me to 2e a 1ery sound one, 2ut ! 2ad trou2le con1incing the family circle that ! had acted wisely. ! Muit that position 2ecause the wor4 was too easy and ! was performing it with too little effort. ! saw myself drifting into the ha2it of inertia. ! felt myself 2ecoming accustomed to ta4ing life easily and ! 4new that the neBt step would 2e retrogression. ! had so many friends at court that there was no particular impelling urge that made it necessary for me to 4eep mo1ing. ! was among friends and relati1es, and ! had a position that ! could 4eep as long as ! wished it, without eBerting myself. ! recei1ed an income that pro1ided me with all the necessities and some of the luBuries, including a motor car and enough gasoline to 4eep it running. What more did ! needL I+othing<J ! was 2eginning to say to myself. This was the attitude toward which ! felt myself slipping. !t was an attitude which, for some reason that is still un4nown to me, startled me so sharply that ! made what many 2elie1ed to 2e an irrational mo1e 2y resigning. Howe1er ignorant ! might ha1e 2een in other matters at the time, ! ha1e felt than4ful e1er since for ha1ing had sense enough to reali;e that strength and growth come only through continuous effort and str& le, that disuse 2rings atrophy and decay. This mo1e pro1ed to 2e the neBt most important turning:point of my life, although it was followed 2y ten years of effort which 2rought almost e1ery concei1a2le grief that the human heart can eBperience. ! Muit my Eo2 in the legal field, where ! was getting along well, li1ing among friends and relati1es, where ! had what they 2elie1ed to 2e an unusually 2right and promising future ahead of me. ! am fran4 to admit that it has 2een an e1er:increasing source of wonderment to me as to why and how ! gathered the courage to ma4e the mo1e that ! did. *s far as ! am a2le to interpret the e1ent, ! arri1ed at my decision to resign more 2ecause of a Ihunch,J or a sort of IpromptingJ which ! then did not understand, than 2y logical reasoning. ! selected .hicago as my new field of endea1or. ! did this 2ecause ! 2elie1ed .hicago to 2e a place where one might find out if one had those sterner Mualities which are so essential for sur1i1al in a world of 4een competition. ! made up my mind that if ! could gain recognition, in any honora2le sort of wor4, in .hicago, it would pro1e that ! had the sort of material in my ma4e:up that might 2e de1eloped into real a2ility. That was a Mueer process of reasoning? at least it was an unusual process for me to indulge in at that time, which reminds me to state that we human 2eings often ta4e unto oursel1es credit for intelligence to which we are not entitled. ! fear we too often assume credit for wisdom and for results that accrue from causes o1er which we ha1e a2solutely no control. While ! do not mean to con1ey the impression that ! 2elie1e all of our acts to 2e controlled 2y causes 2eyond our power to direct, yet ! strongly urge you to study and correctly interpret those causes which mar4 the most 1ital turning:points of your life? the points at which your efforts are di1erted : from the old into new channels : in spite of all that you can do. At least refrai% fro" accepti% a%y defeat as fail&re &%til yo& shall have had ti"e to a%aly,e the fi%al res&lt# -y first position in .hicago was that of ad1ertising manager of a large correspondence school. ! 4new 2ut little a2out ad1ertising, 2ut my pre1ious eBperience as a salesman, plus the ad1antage gained 2y FHKHF

)"-"-B") this, when things go against you, that of all the eBpressions you carry in your face the light of Eoy shines farthest out to sea.

FHKKF

rendering more ser1ice than that for which ! was paid, ena2led me to ma4e an unusual showing. The first year ! earned QH,&@@.@@. ! was Icoming 2ac4J 2y leaps and 2ounds. /radually the rain2ow6s end 2egan to circle around me, and ! saw, once more, the shining pot of gold almost within my reach. History is full of e1idence that a feast usually precedes a famine. ! was enEoying a feast 2ut did not anticipate the famine that was to follow. ! was getting along so well that ! thoroughly appro1ed of myself. Self:appro1al is a dangerous state of mind. This is a great truth which many people do not learn until the softening hand of Time has rested upon their shoulders for the 2etter part of a life:time. Some ne1er do learn it, and those who do are those who finally 2egin to understand the Idum2 languageJ of defeat. ! am con1inced that one has 2ut few, if any, more dangerous enemies to com2at than that of self: appro1al. Personally ! fear it more than defeat. This 2rings me to my fifth turning:point, which was also of my own choice.

FIFTH TURNING+POINT
! had made such a good record as ad1ertising manager of the correspondence school that the president of the school induced me to resign my position and go into the candy manufacturing 2usiness with him. We organi;ed the Betsy )oss .andy .ompany and ! 2ecame its first president, thus 2eginning the neBt most important turning:point of my life. The 2usiness grew rapidly until we had a chain of stores in eighteen different cities. *gain ! saw my rain2ow6s end almost within my reach. ! 4new that ! had at last found the 2usiness in which ! wished to remain for life. The candy 2usiness was profita2le and, 2ecause ! loo4ed upon money as 2eing the only e1idence of success, ! naturally 2elie1ed ! was a2out to corner success. "1erything went smoothly until my 2usiness associate and a third man, whom we had ta4en into the 2usiness, too4 a notion to gain control of my interest in the 2usiness without paying for it. Their plan was successful, in a way, 2ut ! 2al4ed more stiffly than they had anticipated ! would? therefore, for the purpose of Igentle persuasion,J they had me arrested on a false charge and then offered to withdraw the charge on condition that ! turn o1er to them my interest in the 2usiness. ! had commenced to learn, for the first time, that there was much cruelty, and inEustice, and dishonesty in the hearts of men. When the time for a preliminary hearing came, the complaining witnesses were nowhere to 2e found. But ! had them 2rought and forced them to go on the witness stand and tell their stories, which resulted in my 1indication, and a damage suit against the perpetrators of the inEustice. This incident 2rought a2out an irrepara2le 2reach 2etween my 2usiness associates and myself, which finally cost me my interest in the 2usiness, 2ut that was 2ut slight when compared to that which it cost my associates? for they are still paying, and no dou2t will continue to pay as long as they li1e. -y damage suit was 2rought under what is 4nown as a ItortJ action, through which damages were claimed for malicious damage to character. !n !llinois, where the action was 2rought, Eudgment under a tort action gi1es the one in fa1or of whom the Eudgment is rendered the right to ha1e the person against whom it is o2tained placed in Eail until the amount of the Eudgment has 2een paid. !n due time ! got a hea1y Eudgment against my former 2usiness associates. I co&ld the% have had both of the" placed behi%d the bars# For the first time in my life ! was 2rought face to face with the opportunity to stri4e 2ac4 at my enemies in a manner that would hurt. ! had in my possession a weapon with IteethJ in it : a weapon placed there 2y the enemies, themsel1es. FHKNF

The feeling that swept o1er me was a Mueer one< Would ! ha1e my enemies Eailed, or would ! ta4e ad1antage of this opportunity to eBtend them mercy, there2y pro1ing myself to 2e made of a different type of material. Then and there was laid, in my heart, the foundation upon which the SiBteenth esson of this course is 2uilt, for ! made up my mind to permit my enemies to go free : as free as they could 2e made 2y my ha1ing eBtended them mercy and forgi1eness. But long 2efore my decision had 2een reached the hand of Fate had commenced to deal roughly with these misguided fellow men who had tried, in 1ain, to destroy me. Time, the master wor4er, to which we must all su2mit sooner or later, had already 2een at wor4 on my former 2usiness associates, and it had dealt with them less mercifully than ! had done. One of them was later sentenced to a long term in the penitentiary, for another crime that he had committed against some other person, and the other one had, meanwhile, 2een reduced to pauperism. We can circum1ent the laws which men place upon statute 2oo4s, 2ut the aw of .ompensation ne1er< The Eudgment which ! o2tained against these men stands on the records of the Superior .ourt, of .hicago, as silent e1idence of 1indication of my character? 2ut it ser1es me in a more important way than that : it ser1es as a reminder that ! could forgi1e enemies who had tried to destroy me, and for this reason, instead of destroying my character, ! suspect that the incident ser1ed to strengthen it. Being arrested seemed, at the time, a terri2le disgrace, e1en though the charge was false. ! did not relish the eBperience, and ! would not wish to go through a similar eBperience again, 2ut ! am 2ound to admit that it was worth all the grief it cost me, 2ecause it ga1e me the opportunity to find out that re1enge was not a part of my ma4e:up. Here ! would direct your attention to a close analysis of the e1ents descri2ed in this lesson, for if you o2ser1e carefully you can see how this entire course of study has 2een e1ol1ed out of these eBperiences. "ach temporary defeat left its mar4 upon my heart and pro1ided some part of the material of which this course has 2een 2uilt. We would cease to fear or to run away from trying eBperiences if we o2ser1ed, from the 2iographies of men of destiny, that nearly e1ery one of them was sorely tried and run through the mill of merciless eBperience 2efore he Iarri1ed.J This leads me to wonder if the 2and of Fate does not test Ithe metal of which we are madeJ in 1arious and sundry ways 2efore placing great responsi2ilities upon our shoulders. Before approaching the neBt turning:point of my life, may ! not call your attention to the significant fact that each turning:point carried me nearer and nearer my rain2ow6s end, and 2rought me some useful 4nowledge which 2ecame, later, a permanent part of my philosophy of life.

SI*TH TURNING+POINT
We come, now, to the turning:point which pro2a2ly 2rought me nearer the rain2ow6s end than any of the others had, 2ecause it placed me in a position where ! found it necessary to 2ring into use all the 4nowledge ! had acMuired up to that time, concerning practically e1ery su2Eect with which ! was acMuainted, and ga1e me opportunity for self:eBpression and de1elopment such as rarely comes to a man so early in life. This turning:point came shortly after my dreams of success in the candy 2usiness had 2een shattered, when ! turned my efforts to teaching *d1ertising and Salesmanship as a department of one of the colleges of the -iddle West. Some wise philosopher has said that we ne1er learn 1ery much a2out a gi1en su2Eect until we commence teaching it to others. -y first eBperience as a teacher pro1ed this to 2e true. -y school FHK'F

!T is far 2etter to 2e associated with a few who are right than with the mo2 which is wrong, 2ecause right is always the winner in the end.

FHK%F

prospered from the 1ery 2eginning. ! had a resident class and also a correspondence school through which ! was teaching students in nearly e1ery "nglish:spea4ing country. #espite the ra1ages of war, the school was growing rapidly and ! again saw the end of the rain2ow within sight. Then came the second military draft which practically destroyed my school, as it caught most of those who were enrolled as students. *tone stro4e ! charged off more than QNH,@@@.@@ intuition fees and at the same time contri2uted my own ser1ice to my country. Once more ! was penniless< Unfortunate is the person who has ne1er had the thrill of 2eing penniless at one time or another? for, as "dward Bo4 has truthfully stated, po1erty is the richest eBperience that can come to a man? an eBperience which, howe1er, he ad1ises one to get away from as Muic4ly as possi2le. *gain ! was forced to redirect my efforts, 2ut, 2efore ! proceed to descri2e the neBt and last important turning:point, ! wish to call your attention to the fact that no single e1ent descri2ed up to this point is, within itself, of any practical significance. The siB turning:points that ! ha1e 2riefly descri2ed meant nothing to me, ta4en singly, and they will mean nothing to you if analy;ed singly. But ta4e these e1ents collecti1ely and they form a 1ery significant foundation for the neBt turning:point, and constitute relia2le e1idence that we human 2eings are constantly undergoing e1olutionary changes as a result of the eBperiences of life with which we meet, e1en though no single eBperience may seem to con1ey a definite, usa2le lesson. ! feel impelled to dwell at length on the point which ! am here trying to ma4e clear, 2ecause ! ha1e now reached the point in my career at which men go down in permanent defeat or rise, with renewed energies, to heights of attainment of stupendous proportions, according to the manner in which they interpret their past eBperiences and use those eBperiences as the 2asis of wor4ing plans. !f my story stopped here it would 2e of no 1alue to you, 2ut there is another and a more significant chapter yet to 2e written, co1ering the se1enth and most important of all the turning:points of my life. !t must ha1e 2een o21ious to you, all through my description of the siB turning:points already outlined, that ! had not really found my place in the world. !t must ha1e 2een o21ious to you that most, if not all, of my temporary defeats were due mainly to the fact that ! had not yet disco1ered the wor4 into which ! could throw my heart and soul. Finding the wor4 for which one is 2est fitted and which one li4es 2est is 1ery much li4e finding the one person whom one lo1es 2est? there is no rule 2y which to ma4e the search, 2ut when the right niche is contacted one immediately recogni;es it.

SE,ENTH TURNING+POINT
Before ! finish ! will descri2e the collecti1e lessons that ! learned from each of the se1en turning: points of my life, 2ut first let me descri2e the se1enth and last of these turning:points. To do so, ! must go 2ac4 to that e1entful day : 6ove"ber 5leve%, 6i%etee% H&%dred a%d 5i htee%* That was armistice day, as e1eryone 4nows. The war 2ad left me without a penny, as ! ha1e already stated, 2ut ! was happy to 4now that the slaughter had ceased and reason was a2out to reclaim ci1ili;ation once more. *s ! stood in front of my office window and loo4ed out at the howling mo2 that was cele2rating the end of the war, my mind went 2ac4 into my yesterdays, especially to that e1entful day when that 4ind old gentleman laid his hand on my shoulder and told me that if ! would acMuire an education ! could ma4e my mar4 in the world. ! had 2een acMuiring that education without 4nowing it. O1er a period of more than twenty years ! had 2een going to school in the Uni1ersity of Hard >noc4s, as you must ha1e o2ser1ed from my description of the 1arious turning:points of my life. *s ! stood in front of that window my entire past, with its 2itter and its sweet, its ups and its downs, passed 2efore me in re1iew. FHN@F

The ti"e had co"e for a%other t&r%i% -poi%t* ! sat down to my typewriter and, to my astonishment, my hands 2egan to play a regular tune upon the 4ey:2oard. ! had ne1er written so rapidly or so easily 2efore. ! did not plan or thin4 a2out that which ! was writing : I 0&st (rote that (hich ca"e i%to "y "i%d* Unconsciously, ! was laying the foundation for the most important turning:point of my life? for, when ! had finished, ! had prepared a document through which ! financed a national maga;ine that ga1e me contact with people throughout the "nglish:spea4ing world. So greatly did that document influence my own career, and the li1es of tens of thousands of other people, that ! 2elie1e it will 2e of interest to the students of this course? therefore, ! am reproducing it, Eust as it appeared in Hill6s /olden )ule maga;ine, where it was first pu2lished, as followsO

IA PERSONAL ,ISIT WITH YOUR EDITORJ

! am writing on -onday, +o1em2er ele1enth, $%$'. Today will go down in history as the greatest holiday. On the street, Eust outside of my office window, the surging crowds of people are cele2rating the downfall of an influence that has menaced ci1ili;ation for the past four years. The war is o1er< Soon our 2oys will 2e coming 2ac4 home from the 2attlefields of France. The lord and master of Brute Force is nothing 2ut a shadowy ghost of the past< Two thousand years ago the Son of man was an outcast, with no place of a2ode. +ow the situation has 2een re1ersed and the de1il has no place to lay his head. et each of us ta4e unto himself the great lesson that this world war has taught? namely, only that which is 2ased upon Eustice and mercy toward all T the wea4 and the strong, the rich and the poor, ali4e can sur1i1e. *ll else must pass on. Out of this war will come a new idealism : an idealism that will 2e 2ased upon the /olden )ule philosophy? an idealism that will guide us, not to see how much we can Ido our fellow man forJ? 2ut how much we can do for him that will ameliorate his hardships and ma4e him happier as he tarries 2y the wayside of life. "merson em2odied this idealism in his great essay, the aw of .ompensation. *nother great Philosopher em2odied it in these words, PWhatsoe1er a man soweth, that shall he also reap.P The time for practicing the /olden )ule philosophy is upon us. !n 2usiness as well as in social relationships he who neglects or refuses to use this philosophy as the 2asis of his dealings will 2ut hasten the time of his failure. *nd, while ! am intoBicated with the glorious news of the war6s ending, is it not fitting that ! should attempt to do something to help preser1e for the generations yet to come, one of the great lessons to 2e learned from William Hohen;ollern6s effort to rule the earth 2y force+ ! can 2est do this 2y going 2ac4 twenty:two years for my 2eginning. .ome with me, won6t youL !t was a 2lea4 +o1em2er morning, pro2a2ly not far from the ele1enth of the month, that ! got my first Eo2 as a la2orer in the coal mine regions of ,irginia, at wages of a dollar a day. * dollar a day was a 2ig sum in those days? especially to a 2oy of my age. Of this, ! paid fifty cents a day for my 2oard and room. Shortly after ! 2egan wor4, the miners 2ecame dissatisfied and commenced tal4ing a2out stri4ing. ! listened eagerly to all that was said. ! was especially interested in the organi;er who had organi;ed the union. He was one of the smoothest spea4ers ! had e1er heard, and his words fascinated me. He said one thing, in particular, that ! ha1e ne1er forgotten? and, if ! 4new where to find him, ! would loo4 him up FHN$F

+O one is li1ing aright unless he so li1es that whoe1er meets him goes away more confident and Eoyous for the contact. : ilian Whiting

FHN&F

today and than4 him warmly for saying it. The philosophy which ! gathered from his words has had a most profound and enduring influence upon me. Perhaps you will say that most la2or agitators are not 1ery sound philosophers? and ! would agree with you if you said so. -ay2e this one was not a sound philosopher, 2ut surely the philosophy he eBpounded on this occasion was sound. Standing on a dry goods 2oB, in the corner of an old shop where he was holding a meeting, he saidO I-en, we are tal4ing a2out stri4ing. Before you 1ote ! wish to call your attention to something that will 2enefit you if you will heed what ! say. I(ou want more money for your wor4? and ! wish to see you get it, 2ecause ! 2elie1e you deser1e it. I-ay ! not tell you how to get more money and still retain the good:will of the owner of this mineL IWe can call a stri4e and pro2a2ly force them to pay more money, 2ut we cannot force them to do this and li4e it. Before we call a stri4e, let us 2e fair with the owner of the mine and with oursel1es? let us go to the owner and as4 him if he will di1ide the profits of his mine with us fairly. I!f he says Yyes,6 as he pro2a2ly will, then let us as4 him how much he made last month and, if he will di1ide among us a fair proportion of any additional profits he may ma4e if we all Eump in and help him earn more neBt month. IHe, 2eing human, li4e each of us, will no dou2t say T ]Why, certainly 2oys? go to it and ![ll di1ide with you.[ !t is 2ut natural that he would say that, 2oys. I*fter he agrees to the plan, as ! 2elie1e he will if we ma4e him see that we are in earnest, ! want e1ery one of you to come to wor4 with a smile on your face for the neBt thirty days. ! want to 2ear you whistling a tune as you go into the mines. ! want you to go at your wor4 with the feeling that you are one of the partners in this 2usiness. IWithout hurting yourself you can do almost twice as much wor4 as you are doing? and if you do more wor4, you are sure to help the owner of this mine ma4e more money. *nd if he ma4es more money he will 2e glad to di1ide a part of it with you. He will do this for sound 2usiness reasons if not out of a spirit of fair play. IHe will retaliate as surely as there is a /od a2o1e us. !f he doesn6t, !6ll 2e personally responsi2le to you, and if you say so !6ll help 2low this mine into smithereens< IThat6s how much ! thin4 of the plan, 2oys< *re you with meLJ They were, to the man< Those words san4 into my heart as though they had 2een 2urned there with a red:hot iron. The following month e1ery man in the mines recei1ed a 2onus of twenty per cent of his month6s earnings. "1ery month thereafter each man recei1ed a 2right red en1elope with his part of the eBtra earnings in it. On the outside of the en1elope were these printed wordsO 4o&r part of the profits fro" the (or' (hich yo& did that yo& (ere %ot paid to do# ! ha1e gone through some pretty tough eBperiences since those days of twenty:odd years ago, 2ut ! ha1e always come out on top : a little wiser, a little happier, and a little 2etter prepared to 2e of ser1ice to my fellow men, owing to my ha1ing applied the principle of performing more wor4 than ! was actually paid to perform. !t may 2e of interest to you to 4now that the last position ! held in the coal 2usiness was that of *ssistant to the .hief .ounsel for one of the largest companies in the world. !t is a considera2le Eump from the position of common la2orer in the coal mines to that of *ssistant to the .hief .ounsel of one of the largest companies : a Eump that ! ne1er could ha1e made without the aid of this principle of performing more wor4 than ! was paid to perform. ! wish ! had the space in which to tell you of the scores of times that this idea of performing more FHNCF

wor4 than ! was paid to perform has helped me o1er rough spots. -any ha1e 2een the times that ! ha1e placed an employer so deeply in my de2t, through the aid of this principle, that ! got whate1er ! as4ed for, without hesitation or Mui22ling? without complaint or hard feelings? and, what is more important, without the feeling that ! was ta4ing unfair ad1antage of my employer. ! 2elie1e most earnestly that anything a man acMuires from his fellow man without the full consent of the one from whom it is acMuired, will e1entually 2urn a hole in his poc4et, or 2lister the palms of his hands, to say nothing of gnawing at his conscience until his heart aches with regret. *s ! said in the 2eginning, ! am writing on the morning of the "le1enth of +o1em2er, while the crowds are cele2rating the great 1ictory of ri ht o1er (ro% * Therefore, it is 2ut natural that ! should turn to the silence of my heart for some thought to pass on to the world today : some thought that will help 4eep ali1e in the minds of *mericans the spirit of idealism for which they ha1e fought and in which they entered the world war. ! find nothing more appropriate than the philosophy which ! ha1e related, 2ecause ! earnestly 2elie1e it was the arrogant disregard of this philosophy that 2rought /ermany : the >aiser and his people T to grief. To get this philosophy into the hearts of those who need it ! shall pu2lish a maga;ine to 2e called Hill/s 7olde% 1&le# !t ta4es money to pu2lish national maga;ines, and ! ha1en6t 1ery much of it at this writing? 2ut 2efore another month shall ha1e passed, through the aid of the philosophy that ! ha1e tried to emphasi;e here, ! shall find someone who will supply the necessary money and ma4e it possi2le for me to pass on to the world the simple philosophy that lifted me out of the dirty coal mines and ga1e me a place where ! can 2e of ser1ice to humanity. The philosophy which will raise you, my dear reader, whoe1er you may 2e and whate1er you may 2e doing, into whate1er position in life you may ma4e up your mind to attain. "1ery person has, or ought to ha1e, the inherent desire to own something of monetary 1alue. !n at least a 1ague sort of way, e1ery person who wor4s for others 8and this includes practically all of us9 loo4s forward to the time when he will ha1e some sort of a 2usiness or a profession of his own. The 2est way to reali;e that am2ition is to perform more wor4 than one is paid to perform. (ou can get along with 2ut little schooling? you can get along with 2ut little capital? you can o1ercome almost any o2stacle with which you are confronted, if you are honestly and earnestly willing to do the 2est wor4 of which you are capa2le, regardless of the amount of money you recei1e for it....

SSSSSSSS
=6ote: !t is the afternoon of +o1em2er the twenty:first, Eust ten days since ! wrote the foregoing editorial. ! ha1e Eust read it to /eorge B. Williams, of .hicago, a man who came up from the 2ottom through the aid of the philosophy of which ! ha1e written, and he has made the pu2lication of Hill6s /olden )ule maga;ine possi2le.9

SSSSSSSS
!t was in this somewhat dramatic manner that a desire which had lain dormant in my mind for nearly twenty years 2ecame translated into reality. #uring all that time ! had wanted to 2ecome the editor of a newspaper. Bac4 more than thirty years ago, when ! was a 1ery small 2oy, ! used to I4ic4J the press for my father when he was pu2lishing a small wee4ly newspaper, and ! grew to lo1e the smell of printer6s in4. Perhaps this desire was su2consciously gaining momentum all those years of preparation, while ! was going through the eBperiences outlined in the turning:points of my life, until it had finally to 2urst FHNGF

TO gi1e pleasure to a single heart 2y a single 4ind act is 2etter than a thousand head:2owings in prayer. :Saadi

FHNHF

forth in terms of action? or it may 2e that there was another plan, o1er which ! had no control, that urged me on and on, ne1er gi1ing me any rest in any other line of wor4, until ! 2egan the pu2lication of my first maga;ine. That point can 2e passed for the moment. The important thing to which ! would direct your attention is the fact that ! found my proper niche in the world6s wor4 and ! was 1ery happy o1er it. Strangely enough, ! entered upon this wor4 with ne1er a thought of loo4ing for either the end of the rain2ow or the pro1er2ial pot of gold which is supposed to 2e found at its end. For the first time in my life, ! seemed to reali;e, 2eyond room for dou2t, that there was something else to 2e sought in life that was worth more than gold? therefore, ! went at my editorial wor4 with 2ut one main thought in mind : and ! pause while you ponder o1er this thought. A%d that tho& ht (as to re%der the (orld the best service of (hich I (as capable, (hether "y efforts bro& ht "e a pe%%y i% ret&r% or %ot* The pu2lication of Hill6s /olden )ule maga;ine 2rought me in contact with the thin4ing class of people all o1er the country. !t ga1e me my 2ig chance to 2e heard. The message of optimism and good: will among men that it carried 2ecame so popular that ! was in1ited to go on a country:wide spea4ing tour during the early part of $%&@, during which ! had the pri1ilege of meeting and tal4ing with some of the most progressi1e thin4ers of this generation. .ontact with these people went a 1ery long way toward gi1ing me the courage to 4eep on doing the good wor4 that ! had started. This tour was a li2eral education, within itself, 2ecause it 2rought me in eBceedingly close contact with people in practically all wal4s of life, and ga1e me a chance to see that the United States of *merica was a pretty large country. .omes, now, a description of the climaB of the se1enth turning:point of my life. #uring my spea4ing tour ! was sitting in a restaurant in #allas, TeBas, watching the hardest down pour of rain that ! ha1e e1er seen. The water was pouring down o1er the plate:glass window in two great streams, and Playing 2ac4ward and forward from one of these streams to the other were little streams, ma4ing what resem2led a great ladder of water. *s ! loo4ed at this unusual scene, the thought Iflashed into my mindJ that ! would ha1e a splendid lecture if ! organi;ed all that ! had learned from the se1en turning:points of my life and all ! had learned from studying the li1es of successful men, and offered it under the title of the I-agic adder to Success.J On the 2ac4 of an en1elope ! outlined the fifteen points out of which this lecture was 2uilt, and later ! wor4ed these points into a lecture that was literally 2uilt from the temporary defeats descri2ed in the se1en turning:points of my life. *ll that ! lay claim to 4nowing that is of 1alue is represented 2y these fifteen points? and the material out of which this 4nowledge was gathered is nothing more or less than the 4nowledge that was forced upon me through eBperiences which ha1e undou2tedly 2een classed, 2y some, as fail&res* The reading course, of which this lesson is a part, is 2ut the sum total of that which ! gathered through these Ifailures.J !f this course pro1es to 2e of 1alue to you, as ! hope it will, you may gi1e the credit to those IfailuresJ descri2ed in this lesson. Perhaps you will wish to 4now what material, monetary 2enefits ! ha1e gained from these turning: points, for you pro2a2ly reali;e that we are li1ing in an age in which life is an ir4some struggle for eBistence and none too pleasant for those who are cursed with po1erty. *ll right< !6ll 2e fran4 with you. To 2egin with, the estimated income from the sale of this course is all that ! need, and this, despite the fact that ! ha1e insisted that my pu2lishers apply the Ford philosophy and sell the course at a popular price that is within the reach of all who want it. !n addition to the income from the sale of the course 8which, please 2ear in mind, is 2ut the sale of 4nowledge ! ha1e gathered through IfailureJ9, ! am now engaged in writing a series of illustrated editorials that is to 2e syndicated and pu2lished in the newspapers of the country. These editorials are 2ased upon these same fifteen points as outlined in this course. FHNKF

The estimated net income from the sale of the editorials is more than enough to care for my needs. !n addition to this ! am now engaged in colla2oration with a group of scientists, psychologists and 2usiness men, in writing a postgraduate course which will soon 2e a1aila2le to all students who ha1e mastered this more elementary course, co1ering not only the fifteen laws here outlined, from a more ad1anced 1iewpoint, 2ut including still other laws which ha1e 2ut recently 2een disco1ered. ! ha1e mentioned these facts only 2ecause ! 4now what a common thing it is for all of us to measure success in terms of dollars, and to refuse, as unsound, all philosophy that does not foot up a good 2an4 2alance. Practically all the past years of my life ! ha1e 2een poor : eBceedingly poor : as far as 2an4 2alances were concerned. This condition has 2een, 1ery largely, a matter of choice with me, 2ecause ! ha1e 2een putting the 2est of my time into the toilsome Eo2 of throwing off some of my ignorance and gathering in some of the 4nowledge of life of which ! felt myself in need. From the eBperiences descri2ed in these se1en turning:points of my life, ! ha1e gathered a few golden threads of 4nowledge that ! could ha1e gained in no other way than through defeat* -y own eBperiences ha1e led me to 2elie1e that the Idum2 languageJ of defeat is the plainest and most effecti1e language in the world, once one 2egins to understand it. ! am almost tempted to say that ! 2elie1e it to 2e the uni1ersal language in which +ature cries out to us when we will listen to no other language. ! am glad that ! ha1e eBperienced much defeat< !t has had the effect of tempering me with the courage to underta4e tas4s that ! would ne1er ha1e 2egun had ! 2een surrounded 2y protecting influences. #efeat is a destructi1e force only when it is accepted as failure< When accepted as teaching some needed lesson it is always a 2lessing. ! used to hate my enemies< That was 2efore ! learned how well they were ser1ing me 2y 4eeping me e1erlastingly on the alert lest some wea4 spot in my character pro1ide an opening through which they might damage me. !n 1iew of what ! ha1e learned of the 1alue of enemies, if ! had none ! would feel it my duty to create a few. They would disco1er my defects and point them out to me, whereas my friends, if they saw my wea4nesses at all, would say nothing a2out them. Of all 3oaMuin -iller6s poems none eBpressed a no2ler thought than did this oneO I*ll honor to him who shall win a pri;e,J The world has cried for a thousand years? But to him who tries, and who fails, and dies, ! gi1e great honor, and glory, and tears. /i1e glory and honor and pitiful tears To all who fail in their deeds su2lime? Their ghosts are many in the 1an of years, They were 2orn with Time, in ad1ance of Time. Oh, great is the hem who wins a name? But greater many, and many a time, Some pale:faced fellow who dies in shame *nd lets /od finish the thought su2lime. FHNNF

!F we could read the secret history of our enemies, we should find in each man6s life sorrow and suffering enough to disarm all hostility. : ongfellow

FHN'F

*nd great is the man with a sword undrawn, *nd good is the man who refrains from wine? But the man who fails and yet still fights on, !n, he is the twin:2rother of mine. There can 2e no failure for the man who Istill fights on.J * man has ne1er failed until he accepts temporary defeat as failure. There is a wide difference 2etween temporary defeat and failure? a difference ! ha1e tried to emphasi;e throughout this lesson. !n her poem entitled When +ature Wants a -an, *ngela -organ eBpressed a great truth in support of the theory set out in this lesson, that ad1ersity and defeat are generally 2lessings in disguise. When +ature wants to drill a man, *nd thrill a man, *nd s4ill a man. When +ature wants to mold a man To play the no2lest part? When she yearns with all her heart To create so great and 2old a man That all the world shall praiseT Watch her method, watch her ways< How she ruthlessly perfects Whom she royally elects? How she hammers him and hurts him, *nd with mighty 2lows con1erts him !nto trial shapes of clay which only +ature understands: While his tortured heart is crying and he lifts 2eseeching hands< How she 2ends, 2ut ne1er 2rea4s, When his good she underta4es.... How she uses whom she chooses *nd with e1ery purpose fuses him, By e1ery art induces him To try his splendor out T +ature 4nows what she6s a2out. When +ature wants to ta4e a man, *nd sha4e a man, *nd wa4e a man? When +ature wants to ma4e a man To do the Future6s will? When she tries with all her s4ill *nd she yearns with all her soul To create him large and wholeW. With what cunning she prepares him< How she goads and ne1er spares him, How she whets him, and she frets him, *nd in po1erty 2egets himW. How she often disappoints FHN%F

Whom she sacredly anoints, With what wisdom she will hide him, +e1er minding what 2etide him Though his genius so2 with slighting and his pride may not forget< Bids him struggle harder yet. -a4es him lonely So that only /od6s high messages shall reach him, So that she may surely teach him What the Hierarchy planned. Though he may not understand, /i1es him passions to command. How remorselessly she spurs him With terrific ardor stirs him When she poignantly prefers him< When +ature wants to name a man *nd fame a man *nd tame a man? When +ature wants to shame a man To do his hea1enly 2estW When she tries the highest test That she rec4oning may 2ring T When she wants a god or 4ing< How she reins him and restrains him So his 2ody scarce contains him While she fires him *nd inspires him< >eeps him yearning, e1er 2urning for a tantali;ing goal : ures and lacerates his soul. Sets a challenge for his spirit, #raws it higher when he6s near it T -a4es a Eungle, that he clear it? -a4es a desert that he fear it *nd su2due it if he can T So doth +ature ma4e a man. Then, to test his spirit6s wrath Hurls a mountain in his path T Puts a 2itter choice 2efore him *nd relentlessly stands o6er him. I.lim2, or perish<J so she saysW. Watch her purpose, watch her ways< +ature6s plan is wondrous 4ind .ould we understand her mindW Fools are they who call her 2lind. FH'@F

When his feet are torn and 2leeding (et his spirit mounts unheeding, *ll his higher powers speeding, Bla;ing newer paths and fine? When the force that is di1ine eaps to challenge e1ery failure and his ardor still is sweet *nd lo1e and hope are 2urning in the presence of defeatW o, the crisis< o, the shout That must call the leader out. When the people need sal1ation #oth he come to lead the nation.... Then doth +ature show her plan When the world has found : a -*+< Z ! am con1inced that failure is +ature[s plan through which she hurdle:Eumps men of destiny and prepares them to do their wor4. Failure is +ature[s great crum2le in which she 2urns the dross from the human heart and so purifies the metal of the man that it can stand the test of hard usage. ! ha1e found e1idence to support this theory in the study of the records of scores of great men, from Socrates and .hrist on down the centuries to the well 4nown men of achie1ement of our modern times. The success of each man seemed to 2e in almost eBact ratio to the eBtent of the o2stacles and difficulties he had to surmount. +o man e1er arose from the 4noc4:out 2low of defeat without 2eing stronger and wiser for the eBperience. #efeat tal4s to us in a language all its own? a language to which we must listen whether we li4e it or not. Of course one must ha1e considera2le courage to loo4 upon defeat as a 2lessing in disguise? 2ut the attainment of any position in life, that is worth ha1ing, reMuires a lot of Isand,J which 2rings to mind a poem that harmoni;es with the philosophy of this lesson. ! o2ser1ed a locomoti1e in the railroad yards one day, !t was waiting in the roundhouse where the loco:moti1es stay? !t was panting for the Eourney, it was coaled and fully manned, *nd it had a 2oB the fireman was filling full of sand. !t appears that locomoti1es cannot always get a grip On their slender iron pa1ement, 6cause the wheels are apt to slip? *nd when they reach a slippery spot, their tactics they command, *nd to get a grip upon the rail, they sprin4le it with sand. !t6s a2out the way with tra1el along life6s slippery trac4 : !f your load is rather hea1y, you6re always slipping 2ac4? So, if a common locomoti1e you completely understand, (ou6ll pro1ide yourself in starting with a good supply of sand. !f your trac4 is steep and hilly and you ha1e a hea1y grade, !f those who61e gone 2efore you ha1e the rails Muite slippery made, !f you e1er reach the summit of the upper ta2leland,
ZFrom 6Forward, -arch P6 The 3ohn ane .ompany.

FH'$F

[Tis the human touch in this world that counts, The touch of your hand and mine, Which means far more to the fainting heart, Than shelter and 2read and wine? For shelter is gone when the night is o[er, *nd 2read lasts only a day, But the touch of the hand and the sound of the 1oice, Sing on in the soul alway. : Spencer -. Tree

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(ou6ll find you6ll ha1e to do it with a li2eral use of sand. !f you stri4e some frigid weather and disco1er to your cost, That you6re lia2le to slip upon a hea1y coat of frost, Then some prompt decided action will 2e called into demand, *nd you6ll slip [way to the 2ottom if you ha1en6t any sand. (ou can get to any station that is on life6s schedule seen, !f there6s fire 2eneath the 2oiler of am2ition6s strong machine, *nd you6ll reach a place called Flush town at a rate of speed that6s grand, !f for all the slippery places you61e a good supply of sand. !t can do you no harm if you memori;e the poems Muoted in this lesson and ma4e the philosophy upon which they are 2ased a part of your own. *s ! near the end of this lesson on Failure, there comes to mind a 2it of philosophy ta4en from the wor4s of the great Sha4espeare, which ! wish to challenge 2ecause ! 2elie1e it to 2e unsound. !t is stated in the following MuotationO There is a tide in the affairs of men Which, ta4en at the flood, leads on to fortune? Omitted, all the 1oyage of their life !s 2ound in shallows, and in miseries. On such a full sea are we now afloat? *nd we must ta4e the current when it ser1es, Or lose our 1entures. Fear and admission of failure are the ties which cause us to 2e I2ound in shallows, and in miseries.J We can 2rea4 these ties and throw them off. +ay, we can turn them to ad1antage and ma4e them ser1e as a tow:line with which to pull oursel1es ashore if we o2ser1e and profit 2y the lessons they teach. Who ne6er has suffered, he has li1ed 2ut half, Who ne1er failed, he ne1er stro1e or sought, Who ne1er wept is stranger to a laugh, *nd he who ne1er dou2ted ne1er thought. *s ! near the end of this, my fa1orite lesson of this course, ! close my eyes for a moment and see 2efore me a great army of men and women whose faces show the lines of care and despair. Some are in rags, ha1ing reached the last stage of that long, long trail which men call fail&re* Others are in 2etter circumstances, 2ut the fear of star1ation shows plainly on their faces? the smile of courage has left their lips? and they, too, seem to ha1e gi1en up the 2attle. The scene shifts< ! loo4 again and ! am carried 2ac4ward into the history of man[s struggle for a place in the sun, and there ! see, also, the IfailuresJ of the past T failures that ha1e meant more to the human race than all the so:called successes recorded in the history of the world. ! see the homely face of Socrates as he stood at the 1ery end of that trail called failure, waiting, with upturned eyes, through those moments which must ha1e seemed li4e an eternity, Eust 2efore he dran4 FH'CF

the cup of hemloc4 that was forced upon him 2y his tormentors. ! see, also, .hristopher .olum2us, a prisoner in chains, which was the tri2ute paid him for his sacrifice in ha1ing set sail on an un4nown and uncharted sea, to disco1er an un4nown continent. ! see, also, the face of Thomas Paine, the man whom the "nglish sought to capture and put to death as the real instigator of the *merican )e1olution. ! see him lying in a filthy prison, in France, as he waited calmly, under the shadow of the guillotine, for the death which he eBpected would 2e meted out to him for his part in 2ehalf of humanity. *nd ! see, also, the face of the -an of /alilee, as he suffered on the cross of .al1ary T the reward he recei1ed for his efforts in 2ehalf of suffering human. IFailures,J all< Oh, to 2e such a failure. Oh, to go down in history, as these men did, as one who was 2ra1e enough to place humanity a2o1e the indi1idual and principle a2o1e pecuniary gain. On such IfailuresJ rest the hopes of the world. Oh, men, who are la2eled IfailuresJ : up, rise up< again and do< Somewhere in the world of action is room? there is room for you. +o failure was e[er recorded, in the annals of truthful men, "Bcept of the cra1en:hearted who fails, nor attempts again. The glory is in the doing, and not in the trophy won? The walls that are laid in dar4ness may laugh to the 4iss of the sun. Oh, weary and worn and stric4en, oh, child of fate[s cruel gales< ! sing :that it haply may cheer him : ! sing to the man who fails. Be than4ful for the defeat which men call failure, 2ecause if you can sur1i1e it and 4eep on trying it gi1es you a chance to pro1e your a2ility to rise to the heights of achie1ement in your chosen field of endea1or. +o one has the right to 2rand you as a failure eBcept yourself. !f, in a moment of despair, you should feel inclined to 2rand yourself as a failure, Eust remem2er those words of the wealthy philosopher, .roesus,who was ad1isor to .yrus, 4ing of the PersiansO I! am reminded, O 4ing, and ta4e this lesson to heart, that there is a wheel on which the affairs of men re1ol1e and its mechanism is such that it pre1ents any man from 2eing always fortunate.J What a wonderful lesson is wrapped up in those words T a lesson of hope and courage and promise. Who of us has not seen IoffJ days, when e1erything seemed to go wrongL These are the days when we see only the flat side of the great wheel of life. et us remem2er that the wheel is always turning. !f it 2rings us sorrow today, it will 2ring us Eoy tomorrow. ife is a cycle of 1arying e1ents T fortunes and misfortunes. We cannot stop this wheel of fate from turning, 2ut we can modify the misfortune it 2rings us 2y remem2ering that good fortune will follow, Eust as surely as night follows day, if we 2ut 4eep faith with oursel1es and earnestly and honestly do our 2est. !n his greatest hours of trial the immortal incoln was heard, often, to sayO AA%d this, too, (ill soo% pass#B !f you are smarting from the effects of some temporary defeat which you find it hard to forget, let me recommend this stimulating little poem, 2y Walter -alone. FH'GF

OPPORTUNITY
They do me wrong who say ! come no more When once ! 4noc4 and fail to find you in? For e1ery day ! stand outside your door, *nd 2id you wa4e, and rise to fight and win. Wail not for precious chances passed away? Weep not for golden ages on the wane? "ach night ! 2urn the records of the day? *t sunrise e1ery soul is 2orn again. augh li4e a 2oy at splendors that ha1e sped, To 1anished Eoys 2e 2lind and deaf and dum2? -y Eudgments seal the dead past with its dead, But ne1er 2ind a moment yet to come. Though deep in mire wring not your hands and weep, ! lend my arm to all who say, I! can<J +o shame faced outcast e1er san4 so deep But yet might rise and 2e again a man< #ost thou 2ehold thy lost youth all aghastL #ost reel from righteous retri2ution6s 2lowL Then turn from 2lotted archi1es of the past *nd find the future6s pages white as snow. *rt thou a mournerL )ouse thee from thy spell? *rt thou a sinnerL Sin may 2e forgi1en? "ach morning gi1es thee wings to flee from hell, "ach night a star to guide thy feet to hea1en.

FH'HF

ST)!," not to 2anish pain and dou2t, !n pleasure[s noisy din? The peace thou see4est from without, !s only found within. :.ary

FH'KF

THE LAW OF SUCCESS

In Sixteen Lessons

Napoleon Hill

Teaching, for the First Time in the History of the World, the True Philosophy upon which all Personal Success is Built.

Originally PUB !SH"# in $%&' B( The )* STO+ U+!,")S!T( P)"SS -")!#"+, .O++.

.OP()!/HT, $%&', B( +*PO "O+ H! 000000 *ll )ights )eser1ed

Pu2lished By 3ames ). Henry *ctor, Filmma4er, 5 Business Owner

Printed in the US*

esson Fifteen TO ")*+."

FHH%F

TH")" are souls in this world which ha1e the gift of finding Eoy e1erywhere, and of lea1ing it 2ehind them e1erywhere they go. : Fa2er

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THE LAW OF SUCCESS Lesson Fi teen TOLERANCE

"You Can Do t if You !elie"e You Can#$ TH")" are two significant features a2out i%tolera%ce, and your attention is directed to these at the 2eginning of this lesson. These features areO First: I%tolera%ce is a form of ignorance which must 2e mastered 2efore any form of enduring success may 2e attained. !t is the chief cause of all wars. !t ma4es enemies in 2usiness and in the professions. !t disintegrates the organi;ed forces of society in a thousand forms, and stands, li4e a mighty giant, as a 2arrier to the a2olition of war. !t dethrones reason and su2stitutes mo2 psychology in its place. Seco%d: !ntolerance is the chief disintegrating force in the organi;ed religions of the world, where it plays ha1oc with the greatest power for good there is on this earth? 2y 2rea4ing up that power into small sects and denominations which spend as much effort opposing each other as they do in destroying the e1ils of the world. But this indictment against i%tolera%ce is general. et6s see how it affects you, the indi1idual. !t is, of course, o21ious that anything which impedes the progress of ci1ili;ation stands, also, as a 2arrier to each indi1idual? and, stating it con1ersely, anything that 2eclouds the mind of the indi1idual and retards his mental, moral and spiritual de1elopment, retards, also, the progress of ci1ili;ation. *ll of which is an a2stract statement of a great truth? and, inasmuch as a2stract statements am neither interesting nor highly informati1e, let us proceed to illustrate more concretely the damaging effects of i%tolera%ce# ! will 2egin this illustration 2y descri2ing an incident which ! ha1e mentioned Muite freely in practically e1ery pu2lic address that ! ha1e deli1ered within the past fi1e years? 2ut, inasmuch as the cold printed page has a modifying effect which ma4es possi2le the misinterpretation of the incident here descri2ed, ! 2elie1e it necessary to caution you not to read 2ac4 of the lines a meaning which ! had no intention of placing there. (ou will do yourself an inEustice if you either neglect or intentionally refuse to study this illustration in the eBact words and with the eBact meaning which ! ha1e intended those words to con1ey : a meaning as clear as ! 4now how to ma4e the "nglish language con1ey it. *s you read of this incident, place yourself in my position and see if you, also, ha1e not had a parallel eBperience, and, if so, what lesson did it teach youL One day ! was introduced to a young man of unusually fine appearance. His clear eye, his warm handclasp, the tone of his 1oice and the splendid taste with which he was groomed mar4ed him as a young man of the highest intellectual type. He was of the typical young *merican college student type, and as ! ran my eyes o1er him, hurriedly studying his personality, as one will naturally do under such circumstances, ! o2ser1ed a >nights of .olum2us pin on his 1est. !nstantly, ! released his hand as if it were a piece of ice< This was done so Muic4ly that it surprised 2oth him and me. *s ! eBcused myself and started to wal4 away, ! glanced down at the -asonic pin that ! wore on my own 1est, then too4 another loo4 at his >nights of .olum2us pin, and wondered why a couple of trin4ets such as these could dig such a deep chasm 2etween men who 4new nothing of each other. *ll the remainder of that day ! 4ept thin4ing of the incident, 2ecause it 2othered me. ! had always ta4en considera2le pride in the thought that ! was tolerant with all men? 2ut here was a spontaneous FHK$F

out2urst of i%tolera%ce which pro1ed that down in my su2:conscious mind eBisted a compleB that was influencing me toward narrow:mindedness. This disco1ery so shoc4ed me that ! 2egan a systematic process of psycho:analysis through which ! searched into the 1ery depths of my soul for the cause of my rudeness. ! as4ed myself o1er and o1er againO A3hy did yo& abr&ptly release that yo&% "a%/s ha%d a%d t&r% a(ay fro" hi", (he% yo& '%e( %othi% abo&t hi"+B Of course the answer led me, always, 2ac4 to that >nights of .olum2us pin that he wore. But that was not a real answer and therefore it did not satisfy me. Then ! 2egan to do some research wor4 in the field of religion. ! 2egan to study 2oth .atholicism and Protestantism until ! had traced 2oth 2ac4 to their 2eginning, a line of procedure which ! must confess 2rought me more understanding of the pro2lems of life than ! had gathered from all other sources. For one thing it disclosed the fact that .atholicism and Protestantism differ more in for" than they do in effect) that 2oth are founded on eBactly the same cause, which is .hristianity. But this was 2y no means all, nor was it the most important of my disco1eries, for my research led, of necessity, in many directions, and forced me into the field of 2iology where ! learned much that ! needed to 4now a2out life in general and the human 2eing in particular. -y research led, also, to the study of #arwin6s hypothesis of e1olution, as outlined in his Origin of Species, and this, in turn, led to a much wider analysis of the su2Eect of psychology than that which ! had pre1iously made. *s ! 2egan to reach out in this direction and that, for 4nowledge, my mind 2egan to unfold and 2roaden with such alarming rapidity that ! practically found it necessary to : 3ipe the slate of (hat I believed to be "y previo&sly athered '%o(led e, a%d to &%lear% "&ch that I had previo&sly believed to be tr&th# .omprehend the meaning of that which ! ha1e Eust stated< !magine yourself suddenly disco1ering that most of your philosophy of life had 2een 2uilt of 2ias and preEudice, ma4ing it necessary for you to ac4nowledge that, far from 2eing a finished scholar, yo& (ere barely -&alified to beco"e a% i%telli e%t st&de%t* That was eBactly the position in which ! found myself, with respect to many of what ! 2elie1ed to 2e sound fundamentals of life? 2ut of all the disco1eries to which this research led, none was more important than that of the relati1e importance of physical and social heredity, for it was this disco1ery that disclosed the cause for my action when ! turned away from a man whom ! did not 4now, on the occasion that ! ha1e descri2ed. !t was this disco1ery that disclosed to me ho( and (here ! acMuired my 1iews of religion, of politics, of economics and many other eMually important su2Eects, and ! 2oth regret and reEoice to state that I fo&%d "ost of "y vie(s o% these s&b0ects (itho&t s&pport by eve% a reaso%able hypothesis, much less sound facts or reason. ! then recalled a con1ersation 2etween the late Senator )o2ert . Taylor and myself, in which we were discussing the su2Eect of politics. !t was a friendly discussion, as we were of the same political faith, 2ut the Senator as4ed me a Muestion for which ! ne1er forga1e him until ! 2egan the research to which ! ha1e referred. I! see that you are a 1ery staunch #emocrat,J said he, Iand ! wonder if you 4now (hy you areLJ ! thought of the Muestion for a few seconds, then 2lurted out this replyO I! am a #emocrat 2ecause my father was one, of course<J With a 2road grin on his face the Senator then nailed me with this reEoinderO I3ust as ! thought< +ow wouldn6t you 2e in a 2ad fiB if your father had 2een a horse:thiefLJ !t was many years later, after ! 2egan the research wor4 herein descri2ed, that ! understood the real meaning of Senator Taylor6s Eo4e. Too often we hold opinions that are 2ased upon no sounder foundation FHK&F

Hearts, li4e doors, can ope with ease, To 1ery, 1ery little 4eys? *nd don6t forget that they are theseO I! than4 you, sir,J and I!f you please.J

FHKCF

than that of what someone else 2elie1es.

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That you may ha1e a detailed illustration of the far:reaching effects of one of the important principles unco1ered 2y the incident to which ! ha1e referred, and : That yo& "ay lear% ho( a%d (here yo& ac-&ired yo&r philosophy of life, i% e%eral) That yo& "ay trace yo&r pre0&dices a%d yo&r biases to their ori i%al so&rce) That yo& "ay discover, as I discovered, ho( lar ely yo& are the res&lt of the trai%i% yo& received before yo& reached the a e of fiftee% years! will now Muote the full teBt of a plan which ! su2mitted to -r. "dward Bo46s .ommittee, The *merican Peace *ward, for the a2olition of war. This plan co1ers not only the most important of the principles to which ! refer, 2ut, as you will o2ser1e, it shows how the principle of or a%i,ed effort, as outlined in esson Two of this course, may 2e applied to one of the most important of the world6s pro2lems, and at the same time gi1es you a more comprehensi1e idea of how to apply this principle in the attai%"e%t of yo&r defi%ite chief ai"#

HOW TO ABOLISH WAR T!e Bac3/"o#nd

Before offering this plan for the pre1ention of war, it seems necessary to s4etch 2riefly a 2ac4ground that will clearly descri2e the principle which constitutes the warp and the woof of the plan. The causes of war may 2e properly omitted for the reason that they ha1e 2ut little, if any, relation to the principle through which war may 2e pre1ented. The 2eginning of this s4etch deals with two important factors which constitute the chief controlling forces of ci1ili;ation. One is physical heredity and the other is social heredity# The si;e and form of the 2ody, the teBture of the s4in, the color of the eyes, and the functioning power of the 1ital organs are all the result of physical heredity? they are static and fiBed and cannot 2e changed, for they are the result of a million years of e1olution? 2ut 2y far the most important part of what we are is the result of social heredity, and came to us from the effects of our en1ironment and early training. Our conception of religion, politics, economics, philosophy and other su2Eects of a similar nature, including war, is entirely the result of those dominating forces of our en1ironment and training. The .atholic is a .atholic 2ecause of his early training, and the Protestant is a Protestant for the same reason? 2ut this is hardly stating the truth with sufficient emphasis, for it might 2e properly said that the .atholic is a .atholic and the Protestant is a Protestant beca&se he ca%%ot help it* With 2ut few eBceptions the religion of the adult is the result of his religious training during the years 2etween four and fourteen when his religion was forced upon him 2y his parents or those who had control of his schooling. * prominent clergyman indicated how well he understood the principle of social heredity when he saidO I/i1e me the control of the child until it is twel1e years old and you can teach it any religion you may please after that time, for ! will ha1e planted my own religion so deeply in its mind that no power on earth could undo my wor4.J The outstanding and most prominent of man6s 2eliefs are those which were forced upon him, or which he a2sor2ed of his own 1olition, under hi hly e"otio%ali,ed conditions, when his mind was recepti1e. Under such conditions the e1angelist can plant the idea of religion more deeply and permanently during an hour6s re1i1al ser1ice than he could through years of training under ordinary FHKGF

conditions, when the mind was not in an emotionali;ed state. The people of the United States ha1e immortali;ed Washington and incoln 2ecause they were the leaders of the nation during times when the minds of the people were highly emotionali;ed, as the result of calamities which shoo4 the 1ery foundation of our country and 1itally affected the interests of all the people. Through the principle of social heredity, operating through the schools 8*merican history9, and through other forms of impressi1e teaching, the immortality of Washington and incoln is planted in the minds of the young and in that way 4ept ali1e. The three great or a%i,ed forces through which social heredity operates areO The schools, the ch&rches and the p&blic press# *ny ideal that has the acti1e co:operation of these three forces may, d&ri% the brief period of o%e e%eratio%, be forced &po% the "i%ds of the yo&% so effectively that they ca%%ot resist it# !n $%$G the world awo4e one morning to find itself aflame with warfare on a scale pre1iously unheard of, and the outstanding feature of importance of that world:wide calamity was the highly organi;ed /erman armies. For more than three years these armies gained ground so rapidly that world domination 2y /ermany seemed certain. The /erman military machine operated with efficiency such as had ne1er 2efore 2een demonstrated in warfare. With I4ulturJ as her a1owed ideal, modern /ermany swept the opposing armies 2efore her as though they were leaderless, despite the fact that the allied forces outnum2ered her own on e1ery front. The capacity for sacrifice in the /erman soldiers, in support of the ideal of I4ultur,J was the outstanding surprise of the war? and that capacity was largely the result of the wor4 of two men. Through the /erman educational system, which they controlled, the psychology which carried the world into war in $%$G was created in the definite form of I4ultur.J These men were *dal2ert Fal4, Prussian -inister of "ducation until $'N%, and the /erman "mperor William !!. The agency through which these men produced this result was social heredity: the imposing of an ideal on the minds of the young, under highly emotionali;ed conditions. I>ultur,J as a national ideal, was fiBed in the minds of the young of /ermany, 2eginning first in the elementary schools and eBtending on up through the high schools and uni1ersities. The teachers a%d professors (ere forced to i"pla%t the ideal of A'&lt&rB i% the "i%ds of the st&de%ts, and out of this teaching, in a single generation, grew the capacity for sacrifice of the indi1idual for the interest of the nation which surprised the modern world. *s BenEamin >idd so well stated the caseO IThe aim of the state of /ermany was e1erywhere to orientate pu2lic opinion through the heads of 2oth its spiritual and temporal departments, through the 2ureaucracy, through the officers of the army, through the State direction of the press? and, last of all, through the State direction of the entire trade and industry of the nation, so as to 2ring the idealism of the whole people to a conception of and to a support of the national policy of modem /ermany.J /ermany controlled the press, the clergy and the schools? therefore, is it any wonder that she grew an army of soldiers, during one generation, which represented to a man her ideal of I4ulturJL !s it any wonder that the /erman soldiers faced certain death with fearless impunity, when one stops to consider the fact that they had 2een taught, from early childhood, that this sacrifice was a rare pri1ilegeL Turn, now, from this 2rief description of the modus operandi through which /ermany prepared her people for war, to another strange phenomenon, 3apan. +o western nation, with the eBception of /ermany, has so clearly manifested its understanding of the far:reaching influence of social heredity, as has 3apan. Within a single generation 3apan has ad1anced from her standing as a fourth:rate nation to the ran4s of nations that are the recogni;ed powers of the ci1ili;ed world. Study 3apan and you will find that she forces upon the minds of her young, through eBactly the same agencies employed 2y /ermany, the ideal of su2ordination of indi1idual rights for the sa4e of accumulation of power 2y the nation. !n all of her contro1ersies with .hina, competent o2ser1ers ha1e seen that 2ac4 of the apparent FHKHF

!T ta4es 2ut a second to administer a re2u4e, 2ut it may ta4e a lifetime for the one who has 2een re2u4ed to forget it.

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causes of the contro1ersies was 3apan6s stealthy attempt to control the minds of the young 2y controlling the schools. If ?apa% co&ld co%trol the "i%ds of the yo&% of !hi%a, she co&ld do"i%ate that i a%tic %atio% (ithi% o%e e%eratio%# !f you would study the effect of social heredity as it is 2eing used for the de1elopment of a national ideal 2y still another nation of the West, o2ser1e what has 2een going on in )ussia since the ascendency to power of the so1iet go1ernment of )ussia which is now patterning the minds of the young to conform with a national ideal, the nature of which it reMuires no master analyst to interpret. That ideal, when fully de1eloped during the maturity of the present generation, will represent eBactly that which the so1iet go1ernment wishes it to represent. Of all the flood of propaganda concerning the so1iet go1ernment of )ussia that has 2een poured into this country through the tens of thousands of columns of newspaper space de1oted to it since the close of the war, the following 2rief dispatch is 2y far the most significantO I)USS )"#S O)#") BOO>S. .ontracts 2eing let in /ermany for &@,@@@,@@@ 1olumes. "ducational propaganda is aimed chiefly at children. I8By /"O)/" W!TTS9 ISpecial .a2le to the .hicago #aily +ews Foreign Ser1ice. Berlin, /ermany, +o1em2er %th, $%&@. I.ontracts for printing &@,@@@,@@@ 2oo4s i% the 1&ssia% la% &a e, chiefly for children, are 2eing placed in /ermany on 2ehalf of the so1iet go1ernment 2y /rsche2in, a well 4nown Petrograd pu2lisher and a friend of -aBim /or4y. /rsche2in first went to "ngland, 2ut was recei1ed with indifference when he 2roached the su2Eect to the British go1ernment. The 7er"a%s, ho(ever, %ot o%ly (elco"ed hi" ea erly b&t s&b"itted prices so lo( that they co&ld %ot possibly be &%derbidde% i% a%y other co&%try# The Ullsteins, Berlin newspaper and 2oo4 pu2lishers, ha1e agreed to print se1eral million of the 2oo4s at less than cost.J This shows what is going on o1er there. Far from 2eing shoc4ed 2y this significant press dispatch, the maEority of the newspapers of *merica did not pu2lish it, and those that did gi1e it space placed it in an o2scure part of the paper, in small type. !ts real significance will 2ecome more apparent some twenty:odd years from now, when the so1iet go1ernment of )ussia will ha1e grown an army of soldiers who will support, to the man, (hatever %atio%al ideal the soviet over%"e%t sets &p# The possi2ility of war eBists as a stern reality today solely 2ecause the principle of social heredity has not only 2een used as a sanctioning force in support of war, 2ut it has actually 2een used as a chief agency through which the minds of men ha1e 2een deli2erately prepared for war. For e1idence with which to support this statement, eBamine any national or world history and observe ho( tactf&lly a%d effectively (ar has bee% lorified a%d so described that it %ot o%ly did %ot shoc' the "i%d of the st&de%t, b&t it act&ally established a pla&sible 0&stificatio% of (ar# /o into the pu2lic sMuares of our cities and o2ser1e the monuments that ha1e 2een erected to the leaders of war. O2ser1e the posture of these statues as they stand as li1ing sym2ols to glorify men who did nothing more than lead armies on escapades of destruction. +otice how well these statues of warriors, mounted on charging steeds, ser1e as agencies through which to stimulate the minds of the young and prepare them for the acceptance of war, not only as a pardona2le act, 2ut as a distinctly desira2le source of attainment of glory, fame and honor. *t the time of this writing some well meaning ladies are ha1ing the image of .onfederate Soldiers car1ed in the deathless granite on the face of Stone -ountain, in /eorgia, in figures a hundred feet tall, thus see4ing to perpetuate the memory of a lost IcauseJ that ne1er was a IcauseJ and therefore the sooner forgotten, the 2etter. !f these references to far:away )ussia, 3apan and /ermany seem unimpressi1e and a2stract, then let us study the principle of social heredity as it is now functioning on a highly de1eloped scale here in the United States? for it may 2e eBpecting too much of the a1erage of our race to suppose that they will 2e FHKNF

interested in that which is ta4ing place outside of the spot of ground that is 2ounded on the north 2y .anada, on the east 2y the *tlantic, on the west 2y the Pacific and on the south 2y -eBico. We, too, are setting up in the minds of our young a national ideal, and this ideal is 2eing so effecti1ely de1eloped, through the principle of social heredity, that it has already 2ecome the dominating ideal of the nation. This ideal is the desire for (ealth* The first Muestion we as4 a2out a new acMuaintance is not, IWho are youLJ 2ut, IWhat ha1e youLJ *nd the neBt Muestion we as4 is, AHo( ca% (e et that (hich yo& have+B Our ideal is not measured in terms of warfare, 2ut in terms of finance and industry and 2usiness. Our Patric4 Henrys and our /eorge Washingtons and our *2raham incoln of a few generations ago are now represented 2y the a2le leaders who manage our steel mills and our coal mines and our tim2er lands and our 2an4ing institutions and our railroads. We may deny this indictment if we choose, 2ut the facts do not support the denial. The outstanding pro2lem of the *merican people today is the spirit of unrest upon the part of the masses who find the struggle for eBistence 2ecoming harder and harder 2ecause the most competent 2rains of the country are engaged in the highly competiti1e attempt to accumulate wealth and to control the wealth:producing machinery of the nation. !t is not necessary to dwell at length upon this description of our dominating ideal, or to offer e1idence in support of its eBistence, for the reason that its eBistence is o21ious and as well understood 2y the most ignorant as it is 2y those who ma4e a pretense of thin4ing accurately. So deeply seated has this mad desire for money 2ecome that we are perfectly willing for the other nations of the world to cut themsel1es to pieces in warfare so long as they do not interfere with our scram2le for wealth? nor is this the saddest part of the indictment that we might render against oursel1es, for we are not only (illi% for other nations to engage in warfare, 2ut there is considera2le reason to 2elie1e that those of us who profit 2y the sale of war supplies actually encourage this warfare among other nations.

THE PLAN
War grows out of the desire of the indi1idual to gain ad1antage at the eBpense of his fellow men, and the smoldering em2ers of this desire are fanned into a flame through the grouping of these indi1iduals who place the interests of the group a2o1e those of other groups. 3ar ca%%ot be stopped s&dde%ly* !t can 2e eliminated only 2y education, through the aid of the principle of su2ordination of the indi1idual interests to the 2roader interests of the human race as a whole. -an6s tendencies and acti1ities, as we ha1e already stated, grow out of two great forces. One is physical heredity, and the other is social heredity. Through physical heredity, man inherits those early tendencies to destroy his fellow man out of self:protection. This Practice is a holdo1er from the age when the struggle for eBistence was so great that only the physically strong could sur1i1e. /radually men 2egan to learn that the indi1idual could sur1i1e under more fa1ora2le circumstances 2y allying himself with others, and out of that disco1ery grew our modern society, through which groups of people ha1e formed states, and these groups, in turn, ha1e formed nations. There is 2ut little tendency toward warfare 2etween the indi1iduals of a particular group or nation, for they ha1e learned, through the principle of social heredity, that they can 2est sur1i1e 2y su2ordinating the interest of the indi1idual to that of the group. +ow, the pro2lem is to eBtend this principle of grouping so that the %atio%s of the (orld (ill FHK'F

U+FO)TU+*T", indeed, is the man who 2ecomes so used to e1il that it no longer appears to 2e horri2le.

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s&bordi%ate their i%divid&al i%terests to those of the h&"a% race as a (hole# This can 2e 2rought a2out only through the principle of social heredity. @y forci% &po% the "i%ds of the yo&% of all races the fact that (ar is horrible a%d does %ot serve either the i%terest of the i%divid&al e% a i% i% it or the ro&p to (hich the i%divid&al belo% s# The Muestion then arises, IHow can this 2e doneLJ Before we answer this Muestion, let us again define the term Asocial heredityB and find out what its possi2ilities are. Social heredity is the principle through which the young of the race a2sor2 from their en1ironment, and particularly from their earlier training 2y parents, teachers and religious leaders, the 2eliefs and tendencies of the adults who dominate them. *ny plan to a2olish war, to 2e successful, depends upon the successful co:ordination of effort 2etween all the ch&rches a%d schools of the (orld for the avo(ed p&rpose of so fertili,i% the "i%ds of the yo&% (ith the idea of abolishi% (ar that, the very (ord A(arB (ill stri'e terror i% their hearts# TH")" !S +O OTH") W*( OF *BO !SH!+/ W*)< The neBt Muestion that arises, IHow can the churches and schools of the world 2e organi;ed with this high ideal as an o2Eecti1eLJ The answer is that not all of them can 2e induced to enter into such an alliance, at one time? 2ut a sufficient num2er of the more influential ones can 2e induced, and this, in time, will lead or force the remainder into the alliance, as rapidly as pu2lic opinion 2egins to de"a%d it# Then comes the Muestion, IWho has sufficient influence to call a conference of the most powerful religious and educational leadersLJ The answer isO The Preside%t a%d !o% ress of the G%ited States# Such an underta4ing would command the support of the press on a scale heretofore unheard of, and through this source alone the propaganda would 2egin to reach and fertili;e the minds of the people in e1ery ci1ili;ed country in the world, in preparation for the adoption of the plan in the churches and schools throughout the world. The plan for the a2olition of war might 2e li4ened to a great dramatic play, with these as the chief factorsO ST*/" S"TT!+/O *t the .apitol of the United States. ST*) *.TO)SO The President and mem2ers of .ongress. -!+O)*.TO)SO The leading clergymen of all denominations, and the leading educators, all on the stage 2y in1itation and at the eBpense of the United States go1ernment. P)"SS )OO-O )epresentati1es of the news:gathering agencies of the world. ST*/" "7U!P-"+TO * radio 2roadcasting outfit that would distri2ute the entire proceedings half way round the earth. T!T " OF TH" P *(O PThou shalt not 4ill<P OB3".T OF TH" P *(O The creation of a World .ourt, to 2e made up of representati1es of all races, whose duty it would 2e to hear e1idence and adEudicate the cases arising out of disagreement 2etween nations. Other factors would enter into this great world drama, 2ut they would 2e of minor importance. The main issues and the most essential factors are here enumerated. One other Muestion remains, IWho will start the machinery of the United States go1ernment into action to call this conferenceLJ and the answer isO P&blic opi%io%, thro& h the aid of a% able or a%i,er a%d leader, (ho (ill or a%i,e a%d direct the efforts of a 7olde% 1&le Society, the ob0ect of (hich (ill be to "ove the Preside%t a%d !o% ress i%to actio%# +o eague of +ations and no mere agreement 2etween nations can a2olish war as long as there is FHN@F

the slightest e1idence of sanction of war in the hearts of the people. Uni1ersal peace 2etween nations will grow out of a mo1ement that will 2e 2egun and carried on, at first, 2y a comparati1ely small num2er of thin4ers. /radually this num2er will grow until it will 2e composed of the leading educators, clergymen and pu2licists of the world, and these, in turn, will so deeply and permanently esta2lish peace as a world ideal that it will 2ecome a reality. This desira2le end may 2e attained in a single generation under the right sort of leadership? 2ut, more li4ely, it will not 2e attained for many generations to come, for the reason that those who ha1e the a2ility to assume this leadership are too 2usy in their pursuit of worldly wealth to ma4e the necessary sacrifice for the good of generations yet un2orn. War can 2e eliminated, not 2y appeal to reason, 2ut 2y appeal to the emotional side of humanity. This appeal must 2e made 2y or a%i,i% a%d hi hly e"otio%ali,i% the people of the differe%t %atio%s of the (orld i% s&pport of a &%iversal pla% for peace, a%d this pla% "&st be forced &po% the "i%ds of the o%co"i% e%eratio%s (ith the sa"e dili e%t care that (e %o( force &po% the "i%ds of o&r yo&% the ideal of o&r respective reli io%s# !t is not stating the possi2ilities too strongly to say that the churches of the world could esta2lish uni1ersal peace as an international ideal within one generation if they would 2ut direct to(ard that e%d o%e-half of the effort (hich they %o( e"ploy i% opposi% o%e a%other# We would still 2e within the 2ounds of conser1atism if we stated that the .hristian churches, alone, ha1e sufficient influence to esta2lish uni1ersal peace as a world:wide ideal, within three generations, if the 1arious sects would com2ine their forces for the purpose. That which the leading churches of all religious, the leading schools and the pu2lic press of the world could accomplish in forcing the ideal of uni1ersal peace upon both the ad&lt a%d the child "i%d of the (orld within a single generation, staggers the imagination. If the or a%i,ed reli io%s of the (orld, as they %o( exist, (ill %ot s&bordi%ate their i%divid&al i%terests a%d p&rposes to that of establishi% &%iversal peace, the% the re"edy lies i% establishi% a &%iversal ch&rch of the (orld that (ill f&%ctio% thro& h all races a%d (hose creed (ill be based e%tirely &po% the o%e p&rpose of i"pla%ti% i% the "i%ds of the yo&% the ideal of (orld-(ide peace# Such a church would gradually attract a following from the ran4 and file of all other churches. *nd if the educational institutions of the world will not co:operate in fostering this high ideal of uni1ersal peace, then the remedy lies in the creation of an entirely new educational system that will implant in the minds of the young the ideal of uni1ersal peace. *nd if the pu2lic press of the world will not cooperate in setting up the ideal of uni1ersal peace, then the remedy lies in the creation of an independent press that will utili;e 2oth the printed page and the forces of the air for the purpose of creating mass support of this high ideal. !n 2rief, if the present or a%i,ed forces of the world will not lend their support to esta2lishing uni1ersal peace, as an international ideal, then new organi;ations must 2e created which will do so. The "a0ority of the people of the (orld (a%t peace, (herei% lies the possibility of its attai%"e%t* *t first thought, it seems too much to eBpect that the organi;ed churches of the world can 2e induced to pool their power and su2ordinate their indi1idual interests to those of ci1ili;ation as a whole. But this seemingly insurmounta2le o2stacle is, in reality, no o2stacle at all, for the reason that whate1er support this plan 2orrows from the churches it gi1es 2ac4 to them, a thousandfold, through the increased Power the church attains. et us see Eust what ad1antages the church reali;es 2y participation in this plan to esta2lish &%iversal peace as a world ideal. First of all, it will 2e clearly seen that no indi1idual church loses any of its ad1antages 2y allying itself with other denominations in esta2lishing this world ideal. The alliance in no way changes or interferes with the creed of any church. "1ery church entering the alliance will come out of it with all the power and ad1antages that it possessed 2efore it went in, plus the additional FHN$F

/reatly 2egin< though thou ha1e time, But for a line, 2e that su2lime : +ot failure, 2ut low aim is crime.

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ad1antage of greater influence which the church, as a whole, will enEoy 2y reason of ha1ing ser1ed as the leading factor in forcing upon ci1ili;ation the greatest single 2enefit it has enEoyed in the history of the world. !f the church gained no other ad1antages from the alliance, this one would 2e sufficient to compensate it. @&t the i"porta%t adva%ta e that the ch&rch (ill have ai%ed by this allia%ce is the discovery that it has s&fficie%t po(er to force its ideals &po% the (orld (he% it places its co"bi%ed s&pport bac' of the &%derta'i% # By this alliance the church will ha1e grasped the far:reaching significance of the principle of or a%i,ed effort through the aid of which it might easily ha1e dominated the world and imposed its ideals upon ci1ili;ation. The church is 2y far the greatest potential power in the world today, 2ut its power is merely potential and will remain so until it ma4es use of the principle of allied or or a%i,ed effort) that is to say, until all de%o"i%atio%s for"&late a (or'i% a ree"e%t &%der (hich the co"bi%ed stre% th of or a%i,ed reli io% (ill be &sed as a "ea%s of forci% a hi her ideal &po% the "i%ds of the yo&% # The reason that the church is the greatest potential power in the world is the fact that its power grows out of man6s emotions. 5"otio% r&les the (orld, a%d the ch&rch is the o%ly or a%i,atio% (hich rests solely &po% the po(er of e"otio%# The ch&rch is the o%ly or a%i,ed factor of society (hich has the po(er to har%ess a%d direct the e"otio%al forces of civili,atio%, for the reaso% that the e"otio%s are co%trolled by FAITH a%d %ot by reaso%* A%d the ch&rch is the o%ly reat or a%i,ed body i% (hich faith of the (orld is ce%tered# The church stands today as so many disconnected units of power, and it is not o1erstating the possi2ilities to say that when these units shall ha1e 2een connected, through allied effort, the com2ined power of that alliance (ill r&le the (orld a%d there is %o opposi% po(er o% earth that ca% defeat it* !t is in no discouraging spirit that this statement is followed 2y another which may seem still more radical? namelyO The tas' of bri% i% abo&t this allia%ce of the ch&rches i% s&pport of the (orld ideal of &%iversal peace "&st rest &po% the fe"ale "e"bers of the ch&rch, for the reaso% that the abolitio% of (ar pro"ises adva%ta es that "ay be prolo% ed i%to the f&t&re a%d that "ay accr&e o%ly to the &%bor% e%eratio%s# !n Schopenhauer6s 2itter arraignment of woman, he unconsciously stated a truth upon which the hope of ci1ili;ation rests,when he declared that the race is al(ays to her "ore tha% the i%divid&al# !n terms that are uncompromising, Schopenhauer charges woman with 2eing the natural enemy of man 2ecause of this in2orn trait of placi% the i%terests of the race above those of the i%divid&al# !t seems a reasona2le prophecy to suggest that ci1ili;ation passed into a new era, 2eginning with the world war, in which woman is destined to ta4e into her own hands the raising of the ethical standards of the world. This is a hopeful sign, 2ecause it is woman6s nature to su2ordinate the interests of the present to those of the future. !t is woman6s nature to implant, in the mind of the young, ideals that will accrue to the 2enefit of generations yet un2orn, while man is moti1ated generally 2y eBpediency of the present. !n Schopenhauer6s 1icious attac4 upon woman, he has stated a great truth concerning her natureO a truth which might well 2e utili;ed 2y all who engage in the worthy wor4 of esta2lishing &%iversal peace as a (orld ideal# The women6s clu2s of the world are destined to play a part in world affairs other than that of gaining suffrage for women. "T .!,! !R*T!O+ )"-"-B") TH!S< Those who do not want peace are the ones who profit 2y war. !n num2ers, this class constitutes 2ut a fragment of the power of the world, and could 2e swept aside as though it did not eBist, if the multitude who do not want war were organi;ed with the high ideal of uni1ersal peace as their o2Eecti1e. FHNCF

!n closing, it seems appropriate to apologi;e for the unfinished state of this essay, 2ut it may 2e pardona2le to suggest that the 2ric4s and the mortar, and the foundation stones, and all the other necessary materials for the construction of the te"ple of &%iversal peace ha1e 2een here assem2led, where they might 2e re:arranged and transformed into this high ideal as a world reality.

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et us now proceed to apply the principle of social heredity to the su2Eect of 2usiness economy, and ascertain whether or not it can 2e made of practical 2enefit in the attainment of material wealth. !f ! were a 2an4er ! would procure a list of all the 2irths in the families within a gi1en distance of my place of 2usiness, and e1ery child would recei1e an appropriate letter, congratulating it on its arri1al in the world at such an opportune time, in such a fa1ora2le community? and from that time on it would recei1e from my 2an4 a 2irthday reminder of an appropriate nature. When it arri1ed at the story:2oo4 age, it would recei1e from my 2an4 an interesting story 2oo4 in which the ad1antages of sa1ing would 2e told in story form. !f the child were a girl, it would recei1e doll Icut:outJ 2oo4s, with the name of my 2an4 on the 2ac4 of each doll, as a 2irthday gift. !f it were a 2oy, it would recei1e 2ase2all 2ats. One of the most important floors 8or e1en a whole, near:2y 2uilding9 of my 2an4ing house would 2e set aside as a children6s play:room? and it would 2e eMuipped with merry:go:rounds, sliding:2oards, seesaws, scooters, games and sand piles, with a competent super1isor in charge to gi1e the 4iddies a good time. ! would let that play:room 2ecome the popular ha2itat of the children of the community, where mothers might lea1e their youngsters in safety while shopping or 1isiting. ! would entertain those youngsters so royally that when they grew up and 2ecame 2an4 depositors, whose accounts were worth while, they would 2e insepara2ly 2ound to my 2an4? and, meanwhile, ! would, in no way, 2e lessening my chances of ma4ing depositors of the fathers and mothers of those children. !f ! were the owner of a 2usiness school, ! would 2egin culti1ating the 2oys and girls of my community from the time they reached the fifth grade, on up through high school, so that 2y the time they were through high school and ready to choose a 1ocation, ! would ha1e the name of my 2usiness school well fiBed in their minds. !f ! were a grocer, or a department store owner, or a druggist, ! would culti1ate the children, there2y attracting 2oth them and their parents to my place of 2usiness? for it is a well 4nown fact that there is no shorter route to the heart of a parent than that which leads through interest manifested in the offspring. !f ! were a department store owner, and used whole pages of newspaper space, as most of them do, ! would run a comic strip at the 2ottom of each page, illustrating it with scenes in my play:room, and in this way induce the children to read my ad1ertisements. !f ! were a preacher, ! would eMuip the 2asement of my church with a children6s play:room that would attract the children of the community e1ery day in the wee4? and, if my study were near 2y, ! would go into that play:room and enEoy the fun with the little fellows, there2y gaining the inspiration with which to preach 2etter sermons while at the same time raising parishioners for tomorrow. ! can thin4 of no more effecti1e method than this of rendering a ser1ice that would 2e in harmony with .hristianity, and which would, at the same time, ma4e my church a popular place of a2ode for the young fol4s. !f ! were a national ad1ertiser, or the owner of a mail order house, ! would find appropriate ways and means of esta2lishing a point of contact with the children of the country? for, let me repeat, there is no 2etter way of influencing the parent than that of IcapturingJ the child. !f ! were a 2ar2er, ! would ha1e a room eMuipped eBclusi1ely for children, for this would 2ring me the patronage of 2oth the children and their parents. !n the outs4irts of e1ery city there is an opportunity for a flourishing 2usiness for someone who will FHNGF

S!+/ "+"SS of purpose is one of the chief essentials for success in life, no matter what may 2e one[s aim. :3ohn #. )oc4efeller, 3r

FHNHF

operate a restaurant and ser1e meals of the 2etter Ihome:coo4edJ Muality, and cater to families who wish to ta4e the children and dine out occasionally. ! would ha1e the place eMuipped with well stoc4ed fishing ponds, and ponies, and all sorts of animals and 2irds in which children are interested, if ! were operating it, and induce the children to come out regularly and spend the entire day. Why spea4 of gold mines when opportunities such as this are a2undantL These are 2ut a few of the ways in which the principle of social heredity might 2e used to ad1antage in 2usiness. Attract the childre% a%d yo& attract the pare%ts* !f nations can 2uild soldiers of war to order, 2y 2ending the minds of their young in the direction of war, 2usinessmen can 2uild customers to order through the same principle.

SSSSSSSS
We come, now, to another important feature of this lesson through which we may see, from another angle, how power may 2e accumulated 2y co:operati1e, or a%i,ed effort# !n the plan for the a2olition of war, you o2ser1ed how co:ordination of effort 2etween three of the great organi;ed powers of the world 8the schools, churches and the pu2lic press9 might ser1e to force uni1ersal peace. We learned many lessons of 1alue from the world war, outrageous and destructi1e as it was, 2ut none of greater importance than that of the effect of or a%i,ed effort# (ou will recall that the tide of war 2egan to 2rea4 in fa1or of the allied armies Eust after all armed forces were placed under the direction of Foch, which wrought a2out complete co:ordination of effort in the allied ran4s. +e1er 2efore, in the history of the world, had so much power 2een concentrated in one group of men as that which was created through the or a%i,ed effort of the allied armies. We come, now, to one of the most outstanding and significant facts we found in the analysis of these allied armies, namely, that they were made up of the most cosmopolitan group of soldiers e1er assem2led on this earth. !atholics a%d Protesta%ts, ?e(s a%d 7e%tiles, blac's a%d (hites, yello(s a%d ta%s, a%d every race o% earth (ere represe%ted i% those ar"ies# !f they had any differences on account of race or creed, they laid them aside and su2ordinated them to the ca&se for which they were fighting. Under the stress of war, that great mass of humanity was reduced to a common le1el where they fought shoulder to shoulder, side 2y side, without as4ing any Muestions as to each other[s racial tendencies or religious 2eliefs. !f they could lay aside i%tolera%ce long enough to fight for their li1es o1er there, why can we not do the same while we fight for a higher standard of ethics in 2usiness and finance and industry o1er hereL !s it only when ci1ili;ed people are fighting for their li1es that they ha1e the foresight to lay aside i%tolera%ce and co:operate in the furtherance of a common endL !f it were ad1antageous to the allied armies to thin4 and act as one thoroughly co:ordinated 2ody, would it 2e less ad1antageous for the people of a city or a community or an industry to do soL !f all the churches and schools and newspapers and clu2s and ci1ic organi;ations of your city allied themsel1es for the furtherance of a common cause, do you not see how such an alliance would create sufficient power to insure the success of that causeL Bring the illustration still nearer your own indi1idual interests 2y an imaginary alliance 2etween all of the employers and all of the employees of your city, for the purpose of reducing friction and misunderstandings, there2y ena2ling them to render 2etter ser1ice at a lower cost to the pu2lic and greater profit to themsel1es. We learned from the world war that we cannot destroy a part without wea4ening the whole? that when one nation or group of people is reduced to po1erty and want, the remainder of the world suffers, also. Stated con1ersely, we learned from the world war that co-operatio% and tolera%ce are the 1ery FHNKF

foundation of enduring success. Surely the more thoughtful and o2ser1ant indi1iduals will not fail to profit 8as indi1iduals9 2y these great lessons which we learned from the world war. ! am not unmindful of the fact that yo& are pro2a2ly studying this course for the purpose of profiting, in e1ery way possi2le, from a purely personal 1iewpoint, 2y the principles upon which it is founded. For this 1ery reason, ! ha1e endea1ored to outline the application of these principles to as wide a scope of su2Eects as possi2le. !n this lesson, you ha1e had opportunity to o2ser1e the application of the principles underlying the su2Eects of or a%i,ed effort, tolera%ce and social heredity to an eBtent which must ha1e gi1en you much food for thought, and which must ha1e gi1en your imagination much room for profita2le eBercise. ! ha1e endea1ored to show you how these principles may 2e employed 2oth in the furtherance of your own indi1idual interests, in whate1er calling you may 2e engaged, and for the 2enefit of ci1ili;ation as a whole. Whether your calling is that of preaching sermons, selling goods or personal ser1ices, practicing law, directing the efforts of others, or wor4ing as a day la2orer, it seems not too much to hope that you will find in this lesson a stimulus to thought which may lead you to higher achie1ements. !f, perchance, you are a writer of ad1ertisements you will surely find in this lesson sufficient food for thought to add more power to your pen. !f you ha1e personal ser1ices for sale, it is not unreasona2le to eBpect that this lesson will suggest ways and means of mar4eting those ser1ices to greater ad1antage. !n unco1ering for you the source from which intolerance is usually de1eloped, this lesson has led you, also, to the study of other thought:pro1o4ing su2Eects which might easily mar4 the most profita2le turning:point of your life. Boo4s and lessons, in themsel1es, are of 2ut little 1alue? their real 1alue, if any, lies not in their printed pages, b&t i% the possible actio% (hich they "ay aro&se i% the reader# For eBample, when my proof:reader had finished reading the manuscript of this lesson, she informed me that it had so impressed her and her hus2and that they intended to go into the ad1ertising 2usiness and supply 2an4s with an ad1ertising ser1ice that would reach the parents through the children. She 2elie1es the plan is worth Q$@,@@@.@@ a year to her. Fran4ly, her plan so appealed to me that ! would estimate its 1alue at a minimum of more than three times the amount she mentioned, and ! dou2t not that it could 2e made to yield fi1e times that amount, if it were properly organi;ed and mar4eted 2y an a2le salesman. +or is that all that this lesson has accomplished 2efore passing from the manuscript stage. * prominent 2usiness college owner, to whom ! showed the manuscript, has already 2egun to put into effect the suggestion which referred to the use of social heredity as a means of Iculti1atingJ students? and he is sanguine enough to 2elie1e that a plan, similar to the one he intends using, could 2e sold to the maEority of the $H@@ 2usiness colleges in the United States and .anada, on a 2asis that would yield the promoter of the plan a yearly income greater than the salary recei1ed 2y the president of the United States. *nd, as this lesson is 2eing completed, ! am in receipt of a letter from #r. .harles F. .rouch, of *tlanta, /eorgia, in which he informs me that a group of prominent 2usiness men in *tlanta ha1e Eust organi;ed the /olden )ule .lu2, the main o2Eect of which is to put into operation, on a nation:wide scale, the plan for the a2olition of war, as outlined in this lesson. 8* copy of that portion of this lesson dealing with the su2Eect of a2olition of war was sent to #r. .rouch se1eral wee4s 2efore the completion of the lesson.9 These three e1ents, happening one after the other, within a period of a few wee4s, ha1e strengthened my 2elief that this is the most important lesson of the entire siBteen, 2ut its 1alue to yo& will depend entirely upon the eBtent to which it stimulates you to thi%' and to act as you would not ha1e done without its influence. The chief o2Eect of this course and, particularly, of this lesson is to ed&cate, more than it is to FHNNF

i%for" : meaning 2y the word PeducateP to educe, to draw out< to de1elop from within? to ca&se yo& to &se the po(er that lies sleepi% (ithi% yo&, a(aiti% the a(a'e%i% ha%d of so"e appropriate sti"&l&s to aro&se yo& to actio%# !n conclusion, may ! not lea1e with you my personal sentiments on tolerance, in the following essay which ! wrote, in the hour of my most trying eBperience, when an enemy was trying to ruin my reputation and destroy the results of a life:time of honest effort to do some good in the world. * handsome wall hanger of this essay on !ntolerance will 2e sent to each student of this course, along with the report on the Personal *nalysis 7uestionnaire. This hanger is printed in two colors and personally autographed 2y the author of the aw of Success course.

FHN'F

TOLERANCE(
When the dawn of !ntelligence shall ha1e spread its wings o1er the eastern hori;on of progress, and !gnorance and Superstition shall ha1e left their last footprints on the sands of Time, it will 2e recorded in the 2oo4 of man[s crimes and mista4es that his most grie1ous sin was that of !ntolerance< The 2itterest !ntolerance grows out of racial and religious differences of opinion, as the result of early childhood training. How long, O -aster of Human #estinies, until we poor mortals will understand the folly of trying to destroy one another 2ecause of dogmas and creeds and other superficial matters o1er which we do not agreeL Our allotted time on this earth is 2ut a fleeting moment, at most< i4e a candle, we are lighted, shine for a moment and flic4er out< Why can we not so li1e during this short earthly soEourn that when the /reat .ara1an called #eath draws up and announces this 1isit a2out finished we will 2e ready to fold our tents, and, li4e the *ra2s of the #esert, silently follow the .ara1an out into the #ar4ness of the Un4nown without fear and trem2lingL ! am hoping that ! will find no 3ews or /entiles, .atholics or Protestants, /ermans or "nglishmen, Frenchmen or )ussians, Blac4s or Whites, )eds or (ellows, when ! shall ha1e crossed the Bar to the Other Side. ! am hoping ! will find there only human Souls, Brothers and Sisters all, unmar4ed 2y race, creed or color, for ! shall want to 2e done with !ntolerance so ! may lie down and rest an`on or two, undistur2ed 2y the strife, ignorance, superstition and petty mis: understandings which mar4 with chaos and grief this earthly eBistence.

FHN%F

!F a man has 2uilt a sound character it ma4es 2ut little difference what people say a2out him, 2ecause he will win in the end. : +apoleon Hill, Sr

FH'@F

THE LAW OF SUCCESS

In Sixteen Lessons

Napoleon Hill

Teaching, for the First Time in the History of the World, the True Philosophy upon which all Personal Success is Built.

Originally PUB !SH"# in $%&' B( The )* STO+ U+!,")S!T( P)"SS -")!#"+, .O++.

.OP()!/HT, $%&', B( +*PO "O+ H! 000000 *ll )ights )eser1ed

Pu2lished By 3ames ). Henry *ctor, Filmma4er, 5 Business Owner

Printed in the US*

esson SiBteen TH" /O #"+ )U "

FH'CF

+O man could possi2ly read the aw of Success philosophy, e1en once, without 2ecoming, there2y, 2etter prepared to succeed in any calling. : "l2ert H. /ary

FH'GF

THE LAW OF SUCCESS Lesson Si0teen THE GOLDEN RULE

"You Can Do t if You !elie"e You Can#$ W!TH this lesson we approach the apeB of the pyramid of this course on the aw of Success. This lesson is the /uiding Star that will ena2le you to use profita2ly and co%str&ctively the 4nowledge assem2led in the preceding lessons. There is more power wrapped up in the preceding lessons of this course than most men could trust themsel1es with? therefore, this lesson is a go1ernor that will, if o2ser1ed and applied, ena2le you to steer your ship of 4nowledge o1er the roc4s and reefs of failure that usually 2eset the pathway of all who come suddenly into possession of power. For more than twenty:fi1e years ! ha1e 2een o2ser1ing the manner in which men 2eha1e themsel1es when in possession of power, and ! ha1e 2een forced to the conclusion that the man who attains it in any other than 2y the slow, step:2y:step process, is constantly in danger of destroying himself and all whom he influences. !t must ha1e 2ecome o21ious to you, long 2efore this, that this entire course leads to the attainment of po(er of proportions which may 2e made to perform the seemingly Iimpossi2le.J Happily, it 2ecomes apparent that this power can only 2e attained 2y the o2ser1ance of many fundamental principles all of which con1erge in this lesson, which is 2ased upon a law that 2oth eMuals and transcends in importance e1ery other law outlined in the preceding lessons. i4ewise, it 2ecomes apparent to the thoughtful student that this po(er can endure only 2y faithful o2ser1ance of the law upon which this lesson is 2ased, wherein lies the Isafety:1al1eJ that protects the careless student from the dangers of his own follies? and protects, also, those whom he might endanger if he tried to circum1ent the inEunction laid down in this lesson. To Ipran4J with the power that may 2e attained from the 4nowledge wrapped up in the preceding lessons of this course, without a full understanding and strict o2ser1ance of the law laid down in this lesson, is the eMui1alent of Ipran4ingJ with a power which may destroy as well as create. ! am spea4ing, now, not of that which ! suspect to 2e true, 2ut, of that which ! >+OW TO B" T)U"< The truth upon which this entire course, and this lesson in particular, is founded, is no in1ention of mine. ! lay no claim to it eBcept that of ha1ing o2ser1ed its un1arying application in the e1ery:day wal4s of life o1er a period of more than twenty:fi1e years of struggle? and, of ha1ing appropriated as much of it as, in the light of my human frailties and wea4nesses, ! could ma4e use of. !f you demand positive proof of the soundness of the laws upon which this course in general, and this lesson in particular, is founded, ! must plead ina2ility to offer it eBcept through one witness, and that is yo&rself# (ou may ha1e positive proof only 2y testing and applying these laws for yourself. !f you demand more su2stantial and authoritati1e e1idence than my own, then ! am pri1ileged to refer you to the teachings and philosophy of .hrist, Plato, Socrates, "pictetus, .onfucius, "merson and two of the more modern philosophers, 3ames and -anster2erg, from whose wor4s ! ha1e appropriated all that constitutes the more important fundamentals of this lesson, with the eBception of that which ! ha1e gathered from my own limited eBperience. For more than four thousand years men ha1e 2een preaching the /olden )ule as a suita2le rule of conduct among men, 2ut unfortunately the world has accepted the letter while totally missing the spirit of FH'HF

this Uni1ersal !nEunction. We ha1e accepted the /olden )ule philosophy merely as a sound rule of ethical conduct 2ut we ha1e failed to understand the law upon which it is 2ased. ! ha1e heard the /olden )ule Muoted scores of times, 2ut ! do not recall ha1ing e1er heard an eBplanation of the law upon which it is 2ased, and not until recent years did ! understand that law, from which ! am led to 2elie1e that those who Muoted it did not understand it. The /olden )ule means, su2stantially, to do unto others as you would wish them to do unto you if your positions were re1ersed. But whyL What is the real reason for this 4indly consideration of othersL The real reason is thisO There is an eternal law through the operation of which we reap that which we sow. When you select the rule of conduct 2y which you guide yourself in your transactions with others, you will 2e fair and Eust, 1ery li4ely, if you 4now that you are setting into motion, 2y that selection, a po(er that will run its course for weal or woe in the li1es of others, returning, finally, to help or to hinder you, according to its nature. IWhatsoe1er a man soweth that shall he also reapJ< !t is your pri1ilege to deal unEustly with others, 2ut, if you understand the law upon which the /olden )ule is 2ased, you must 4now that your unEust dealings will Icome home to roost.J !f you fully understood the principles descri2ed in esson "le1en, on acc&rate tho& ht, it will 2e Muite easy for you to understand the law upon which the /olden )ule is 2ased. (ou cannot per1ert or change the course of this law, b&t yo& ca% adapt yo&rself to its %at&re a%d thereby &se it as a% irresistible po(er that (ill carry yo& to hei hts of achieve"e%t (hich co&ld %ot be attai%ed (itho&t its aid# This law does not stop 2y merely flinging 2ac4 upon you your acts of inEustice and un4indness toward others? it goes further than this : much further : and returns to you the results of e1ery tho& ht that you release. Therefore, not alone is it ad1isa2le to Ido unto others as you wish them to do unto you,J 2ut to a1ail yourself fully of the 2enefits of this great Uni1ersal aw you must Ithin4 of others as you wish them to thin4 of you.J The law upon which the /olden )ule is 2ased 2egins affecting you, either for good or e1il, the moment you release a tho& ht# !t has amounted almost to a world:wide tragedy that people ha1e not generally understood this law. #espite the simplicity of the law it is practically all there is to 2e learned that is of enduring 1alue to man, for it is the medium through which we 2ecome the masters of our own destiny. Understand this law and you understand all that the Bi2le has to unfold to you, for the Bi2le presents one un2ro4en chain of e1idence in support of the fact that man is the ma4er of his own destiny? and, that his tho& hts and acts are the tools with which he does the ma4ing. #uring ages of less enlightenment and tolerance than that of the present, some of the greatest thin4ers the world has e1er produced ha1e paid with their li1es for daring to unco1er this Uni1ersal aw so that it might 2e understood 2y all. !n the light of the past history of the world, it is an encouraging 2it of e1idence, in support of the fact that men are gradually throwing off the 1eil of ignorance and intolerance, to note that ! stand in no danger of 2odily harm for writing that which would ha1e cost me my life a few centuries ago.

SSSSSSSS
While this course deals with the highest laws of the uni1erse, which man is capa2le of interpreting, the aim, ne1ertheless, has 2een to show how these laws may 2e used in the practical affairs of life. With this o2Eect of practical application in mind, let us now proceed to analy;e the effect of the /olden )ule through the following incident. FH'KF

",")( man ta4es care that his neigh2or does not cheat him. But a day comes when he 2egins to care that he does not cheat his neigh2or. Then all goes well. He has changed his mar4et cart into a chariot of the sun.

FH'NF

THE POWER OF PRAYER

I+o,J said the lawyer, I! shan6t press your claim against that man? you can get someone else to ta4e the case, or you can withdraw it? Eust as you please.J IThin4 there isn6t any money in itLJ IThere pro2a2ly would 2e some little money in it, 2ut it would come from the sale of the little house that the man occupies and calls his home< But ! don6t want to meddle with the matter, anyhow.J I/ot frightened out of it, ehLJ I+ot at all.J I! suppose li4ely the fellow 2egged hard to 2e let offLJ IWell, yes, he did.J I*nd you ca1ed in, li4elyLJ I(es.J IWhat in creation did you doLJ I! 2elie1e ! shed a few tears.J I*nd the old fellow 2egged you hard, you sayLJ J+o, ! didn6t say so? he didn6t spea4 a word to me.J IWell, may ! respectfully inMuire whom he did address in your hearingLJ I/od *lmighty.J I*h, he too4 to praying, did heLJ I+ot for my 2enefit, in the least. (ou see, ! found the little house easily enough and 4noc4ed on the outer door, which stood aEar? 2ut no2ody heard me, so ! stepped into the little hall and saw through the crac4 of a door a co;y sitting:room, and there on the 2ed, with her sil1er head high on the pillows, was an old lady who loo4ed for all the world Eust li4e my mother did the last time ! e1er saw her on earth. Well, ! was on the point of 4noc4ing, when she saidO ].ome, father, now 2egin? !6m all ready.[ *nd down on his 4nees 2y her side went an old, white:haired man, still older than his wife, ! should Eudge, and ! couldn6t ha1e 4noc4ed then, for the life of me. Well, he 2egan. First, he reminded /od they were still His su2missi1e children, mother and he, and no matter what He saw fit to 2ring upon them they shouldn6t re2el at His will. Of course ]twas going to 2e 1ery hard for them to go out homeless in their old age, especially with poor mother so sic4 and helpless, and, oh< how different it all might ha1e 2een if only one of the 2oys had 2een spared. Then his 1oice 4ind of 2ro4e, and a white hand stole from under the co1erlet and mo1ed softly o1er his snowy hair. Then he went on to repeat that nothing could 2e so sharp again as the parting with those three sons T unless mother and he should 2e separated. IBut, at last, he fell to comforting himself with the fact that the dear ord 4new that it was through no fault of his own that mother and he were threatened with the loss of their dear little home, which meant 2eggary and the alms:house : a place they prayed to 2e deli1ered from entering if it should 2e consistent with /od[s will. *nd then he Muoted a multitude of promises concerning the safety of those who put their trust in the ord. !n fact, it was the most thrilling plea to which ! e1er listened. *nd at last, he prayed for /od[s 2lessing on those who were a2out to demand Eustice.J The lawyer then continued, more lowly than e1erO I*nd ! T 2elie1e : !6d rather go to the poor:house myself tonight than to stain my heart and hands with the 2lood of such a prosecution as that.J I ittle afraid to defeat the old man6s prayer, ehLJ IBless your soul, man, you couldn6t defeat it<J said the lawyer. I! tell you he left it all su2Eect to the will of /od? 2ut he claimed that we were told to ma4e 4nown our desires unto /od? 2ut of all the FH''F

pleadings ! e1er heard that 2eat all. (ou see, ! was taught that 4ind of thing myself in my childhood. *nyway, why was ! sent to hear that prayerL ! am sure ! don[t 4now, 2ut ! hand the case o1er.J I! wish,J said the client, twisting uneasily, Iyou hadn6t told me a2out the old man6s prayer.J IWhy soLJ IWell, 2ecause ! want the money the place would 2ring? 2ut ! was taught the Bi2le straight enough when ! was a youngster and ![d hate to run counter to what you tell a2out. ! wish you hadn6t heard a word a2out it, and, another time, ! wouldn6t listen to petitions not intended for my ears.J The lawyer smiled. I-y dear fellow,J he said, Iyou6re wrong again. !t was intended for my ears, and yours, too? and /od *lmighty intended it. -y old mother used to sing a2out /od6s mo1ing in a mysterious way, as ! remem2er it.J IWell, my mother used to sing it, too,J said the claimant, as he twisted the claim:papers in his fingers. I(ou can call in the morning, if you li4e, and tell ]mother[ and ]him[ the claim has 2een met.J I!n a mysterious way,J added the lawyer, smiling.

SSSSSSSS
+either this lesson nor the course of which it id a part is 2ased upon an appeal to maudlin sentiment, 2ut there can 2e no escape from the truth that s&ccess, in its highest and no2lest form, 2rings one, finally, to 1iew all human relationships with a feeling of deep emotion such as that which this lawyer felt when he o1erheard the old man[s prayer. !t may 2e an old:fashioned idea, 2ut somehow ! can6t get away from the 2elief that %o "a% ca% attai% s&ccess i% its hi hest for" (itho&t the aid of ear%est prayer* Prayer is the 4ey with which one may open the secret doorway referred to in esson "le1en. !n this age of mundane affairs, when the uppermost thought of the maEority of people id centered upon the accumulation of wealth, or the struggle for a mere eBistence, it is 2oth easy and natural for us to o1erloo4 the power of earnest prayer. ! am not saying that you should resort to prayer as a means of sol1ing your daily pro2lems which press for immediate attention? no, ! am not going that far in a course of instruction which will 2e studied largely 2y those who are see4ing in it the road to s&ccess that is measured in dollars? 2ut, may ! not modestly suggest to yo& that you, at least, gi1e prayer a trial after everythi% else fails to bri% yo& a satisfyi% s&ccess+ Thirty men, red:eyed and dishe1eled, lined up 2efore the Eudge of the San Francisco police court. !t was the regular morning company of drun4s and did:orderlies. Some were old and hardened? others hung their 2eads in shame. 3ust as the momentary disorder attending the 2ringing in of the prisoners Muieted down, a strange thing happened. * strong, clear 1oice from 2elow 2egan singingO I ast night ! lay a:sleeping, There came a dream so fair.J I ast night<J !t had 2een for them all a nightmare or a drun4en stupor. The song was such a contrast to the horri2le fact that no one could fail of a sudden shoc4 at the thought the song suggested. I! stood in old 3erusalem, Beside the Temple there,J FH'%F

D * trifling 4indness here and there, !s 2ut a simple, small affair? (et if your life has sown this free, Wide shall your happy har1est 2e.

FH%@F

the song went on. The Eudge had paused. He made a Muiet inMuiry. * former mem2er of a famous opera company 4nown all o1er the country was awaiting trial for forgery. !t was he who was singing in his cell. -eantime the song went on, and e1ery man in the line showed emotion. One or two dropped on their 4nees? one 2oy at the end of the line, after a desperate effort at self:control, leaned against the wall, 2uried his face against his folded arms, and so22ed, IOh, mother, mother.J The so2s, cutting to the 1ery heart the men who heard, and the song, still welling its way through the court:room, 2lended in the hush. *t length one man protested. I3udge,J said he, Iha1e we got to su2mit to thisL We6re here to ta4e our punishment, 2ut this :J He, too, 2egan to so2. !t was impossi2le to proceed with the 2usiness of the court? yet the court ga1e no order to stop the song. The police sergeant, after an effort to 4eep the men in line, stepped 2ac4 and waited with the rest. The song mo1ed on to its climaBO I3erusalem, 3erusalem< Sing, for the night is o6er< Hosanna, in the highest< Hosanna, for e1ermore<J !n an ecstasy of melody the last words rang out, and then there was silence. The Eudge loo4ed into the faces of the men 2efore him. There was not one who was not touched 2y the song? not one in whom some 2etter impulse was not stirred. He did not call the cases singly : a 4ind word of ad1ice, and he dismissed them all. +o man was fined or sentenced to the wor4:house that morning. The song had done more good than p&%ish"e%t could possi2ly ha1e accomplished. (ou ha1e read the story of a /olden )ule lawyer and a /olden )ule Eudge. !n these two common: place incidents of e1ery:day life you ha1e o2ser1ed how the /olden )ule wor4s when applied. * passi1e attitude toward the /olden )ule will 2ring no results? it is not enough merely to believe in the philosophy, while, at the same time, failing to apply it in your relationships with others. !f you want results you must ta4e an active attitude toward the /olden )ule. * mere passi1e attitude, represented 2y 2elief in its soundness, will a1ail you nothing. +or will it a1ail you anything to proclaim to the world your 2elief in the /olden )ule while your actions are not in harmony with your proclamation. .on1ersely stated, it will a1ail you nothing to appear to practice the /olden )ule, while, at heart, you are willing and eager to use this uni1ersal law of right conduct as a cloa4 to co1er up a co1etous and selfish nature. -urder will out. "1en the most ignorant person will IsenseJ you for what you are. IHuman character does e1ermore pu2lish itself. !t will not 2e concealed. !t hates dar4ness T it rushes into light. . . . ! heard an eBperienced counselor say that he ne1er feared the effect upon a Eury of a lawyer who does not 2elie1e in his heart that his client ought to ha1e a 1erdict. !f he does not 2elie1e it, his un2elief will appear to the Eury, despite all his protestations, and will 2ecome their un2elief. This is that law where2y a wor4 of art, of whate1er 4ind, sets us in the same state of mind wherein the artist was when he made it. That which we do not 2elie1e we cannot ade-&ately say, though we may repeat the words e1er so often. !t was this con1iction which Sweden2org eBpressed when he descri2ed a group of persons in the spiritual world endea1oring in 1ain to articulate a proposition which they did not 2elie1e? 2ut they could not, though they twisted and folded their lips e1en to indignation. I* man passes for what he is worth. What he is engra1es itself on his face, on his form, on his fortunes, in letters of light which all men may read 2ut himself....!f you would not 2e 4nown to do anything, ne1er do it. * man may play the fool in the drifts of a desert, 2ut e1ery grain of sand shall seem to see.J :"merson. !t is the law upon which the /olden )ule philosophy is 2ased to which "merson has reference in FH%$F

the foregoing Muotation. !t was this same law that he had in mind when he wrote the followingO I"1ery 1iolation of truth is not only a sort of suicide in the liar, 2ut is a sta2 at the health of human society. On the most profita2le lie the course of e1ents presently lays a destructi1e taB? whilst fran4ness pro1es to 2e the 2est tactics, for it in1ites fran4ness, puts the parties on a con1enient footing and ma4es their 2usiness a friendship. Trust men and they will 2e true to you? treat them greatly and they will show themsel1es great, though they ma4e an eBception in your fa1or to all their rules of trade.J

SSSSSSSS
The /olden )ule philosophy is 2ased upon a law which no man can circum1ent. This law is the same law that is descri2ed in esson "le1en, on *ccurate Thought, through the operation of which one[s thoughts are transformed into reality corresponding eBactly to the nature of the thoughts. IOnce grant the creati1e power of our thought and there is an end of struggling for our own way, and an end of gaining it at so"e o%e else/s expe%se) for, since 2y the terms of the hypothesis we can create what we li4e, the simplest way of getting what we want is, not to snatch it from some2ody else, 2ut to ma4e it for oursel1es? and, since there is no limit to thought there can 2e no need for straining, and for e1eryone to ha1e his own way in this "a%%er, would 2e to 2anish all strife, want, sic4ness, and sorrow from the earth.J I+ow, it is precisely on this assumption of the creati1e power of our thought that the whole Bi2le rests. !f not, what is the meaning of 2eing sa1ed 2y FaithL Faith is essentially thought? and, therefore, e1ery call to ha1e faith in /od is a call to trust in the power of our own thought a2out /od. ]*ccording to your faith 2e it unto you,[ says the Old Testament. The entire 2oo4 is nothing 2ut one continuous statement of the creati1e power of Thought. IThe aw of -an6s !ndi1iduality is, therefore, the aw of i2erty, and eMually it is the /ospel of peace? for when we truly understand the law of our own indi1iduality, we see that the same law finds its eBpression in e1eryone else? and, conseMuently, we shall re1erence the la( i% others eBactly in proportion as we 1alue it in oursel1es. To do this is to follow the /olden )ule of doing to others what we would they should do unto us? and 2ecause we 4now that the aw of i2erty in oursel1es must include the free use of our creati1e power, there is no longer any inducement to infringe the rights of others, for we can satisfy all our desires 2y the eBercise of our 4nowledge of the law. I*s this comes to 2e understood, co:operation will ta4e the place of competition, with the result of remo1ing all ground for enmity, whether 2etween indi1iduals, classes, or nations....J 8The foregoing Muotation is from Bi2le -ystery and Bi2le -eaning 2y the late 3udge T. Troward, pu2lished 2y )o2ert -cBride 5 .ompany, +ew (or4 .ity. 3udge Troward was the author of se1eral interesting 1olumes, among them The "din2urgh ectures, which is recommended to all students of this course.9 !f you wish to 4now what happens to a man when he totally disregards the law upon which the /olden )ule philosophy is 2ased, pic4 out any man in your community whom you 4now to li1e for the single dominating purpose of accumulating wealth, and who has no conscientious scruples as to how he accumulates that wealth. Study this man and you will o2ser1e that there is no warmth to his soul? there is no 4indness to his words? there is no welcome to his face. He has 2ecome a sla1e to the desire for wealth? he is too 2usy to enEoy life and too selfish to wish to help others enEoy it. He wal4s, and tal4s, and 2reathes, 2ut he is nothing 2ut a human automaton. (et there are many who en1y such a man and wish that they might occupy his position, foolishly 2elie1ing him to 2e a s&ccess# There can ne1er 2e s&ccess without happiness, and no man can 2e happy without dispensing happiness to others. -oreo1er, the dispensation must 2e 1oluntary and with no other o2Eect in 1iew than that of spreading sunshine into the hearts of those whose hearts are hea1y:laden with 2urdens. FH%&F

D +O idle person is e1er safe, whether he 2e rich or poor, white or 2lac4, educated or illiterate. :Boo4er T. Washington

FH%CF

/eorge #. Herron had in mind the law upon which the /olden )ule philosophy is 2ased when he saidO IWe ha1e tal4ed much of the 2rotherhood to come? 2ut 2rotherhood has always 2een the fact of our life, long 2efore it 2ecame a modern and inspired sentiment. Only we ha1e 2een 2rothers in sla1ery and torment, 2rothers in ignorance and its perdition, 2rothers in disease, and war, and want, 2rothers in prostitution and hypocrisy. What happens to one of us sooner or later happens to all? we ha1e always 2een unescapa2ly in1ol1ed in common destiny. The world constantly tends to the le1el of the downmost man in it? and that downmost man is the world[s real ruler, hugging it close to his 2osom, dragging it down to his death. (ou do not thin4 so, 2ut it is true, and it ought to 2e true. For if there were some way 2y which some of us could get free, apart from others, if there were some way 2y which some of us could ha1e hea1en while others had hell, if there were some way 2y which part of the world could escape some form of the 2light and peril and misery of disinherited la2or, then indeed would our world 2e lost and damned? 2ut since men ha1e ne1er 2een a2le to separate themsel1es from one another[s woes and wrongs, since history is fairly stric4en with the lesson that we cannot escape 2rotherhood of some 4ind, since the whole of life is teaching us that we are hourly choosing 2etween 2rotherhood in suffering and 2rotherhood in good, it remains for us to choose the 2rotherhood of a co:operati1e world, with all its fruits thereof T the fruits of love and liberty#B The world war ushered us into an age of cooperati1e effort in which the law of Ili1e and let li1eJ stands out li4e a shining star to guide us in our relationships with each other. This great uni1ersal call for co:operati1e effort is ta4ing on many forms, not the least important of which are the )otary .lu2s, the >iwanis .lu2s, the ions .lu2s and the many other luncheon clu2s which 2ring men together in a spirit of friendly intercourse, for these clu2s mar4 the 2eginning of an age of friendly competition in 2usiness. The neBt step will 2e a closer alliance of all such clu2s in an out:and:out spirit of friendly co:operation. The attempt 2y Woodrow Wilson and his contemporaries to esta2lish the eague of +ations, followed 2y the efforts of Warren /. Harding to gi1e footing to the same cause under the name of the World .ourt, mar4ed the first attempt in the history of the world to ma4e the /olden )ule effecti1e as a common meeting ground for the nations of the world. There is no escape from the fact that the world has awa4ened to the truth in /eorge #. Herron6s statement that Iwe are hourly choosing 2etween 2rotherhood in suffering and 2rotherhood in good.J The world war has taught us : nay, forced upon us : the truth that a part of the world cannot suffer without inEury to the whole world. These facts are called to your attention, not in the nature of a preachment on morality, 2ut for the purpose of directing your attention to the underlying law through which these changes are 2eing 2rought a2out. For more than four thousand years the world has 2een thin4ing a2out the /olden )ule philosophy, and that tho& ht is now 2ecoming transformed into reali;ation of the 2enefits that accrue to those who apply it. Still mindful of the fact that the student of this course is interested in a material success that can 2e measured 2y 2an4 2alances, it seems appropriate to suggest here that all who will may profit 2y shaping their 2usiness philosophy to conform with this sweeping change toward co:operation which is ta4ing place all o1er the world. !f you can grasp the significance of the tremendous change that has come o1er the world since the close of the world war, and if you can interpret the meaning of all the luncheon clu2s and other similar gatherings which 2ring men and women together in a spirit of friendly co:operation, surely your imagination will suggest to you the fact that this is an opportune time to profit 2y adopting this spirit of friendly co:operation as the 2asis of your own 2usiness or professional philosophy. Stated con1ersely, it must 2e o21ious to all who ma4e any pretense of thin4ing accurately, that the time is at hand when failure to adopt the /olden )ule as the foundation of one6s 2usiness or professional philosophy is the eMui1alent of economic suicide. FH%GF

SSSSSSSS
Perhaps you ha1e wondered why the su2Eect of ho%esty has not 2een mentioned in this course, as a prereMuisite to success, and, if so, the answer will 2e found in this lesson. The /olden )ule philosophy, when rightly understood and applied, ma4es dishonesty impossi2le. !t does more than this T it ma4es impossi2le all the other destructi1e Mualities such as selfishness, greed, en1y, 2igotry, hatred and malice. When you apply the /olden )ule, you 2ecome, at one and the same time, 2oth the Eudge and the Eudged : the accused and the accuser. This places one in a position in which ho%esty 2egins in one[s own heart, toward one[s self, and eBtends to all others with eMual effect. Ho%esty 2ased upon the /olden )ule is not the 2rand of honesty which recogni;es nothing 2ut the Muestion of eBpediency. !t is no credit to 2e honest, when honesty is o21iously the most profitable policy, lest one lose a good customer or a 1alua2le client or 2e sent to Eail for tric4ery. But when honesty means either a temporary or a permanent material loss, then it 2ecomes an ho%or of the highest degree to all who practice it. Such honesty has its appropriate reward in the accumulated power of character and reputation enEoyed, 2y all who deser1e it. Those who understand and apply the /olden )ule philosophy are always scrupulously honest, not alone out of their desire to 2e Eust with others, 2ut 2ecauseO of their desire to 2e Eust with themsel1es. They understand the eternal law upon which the /olden )ule is 2ased, and they 4now that through the operation of this law every tho& ht they release a%d every act i% (hich they i%d&l e has its co&%terpart i% so"e fact or circ&"sta%ce (ith (hich they (ill later be co%fro%ted# /olden )ule philosophers are honest 2ecause they understand the truth that honesty adds to their own character that I1ital somethingJ which gi1es it life and power. Those who understand the law through which the /olden )ule operates would poison their own drin4ing water as Muic4ly as they would indulge in acts of inEustice to others, for they 4now that such inEustice starts a chain of causation that will not only 2ring them physical suffering, 2ut will destroy their characters, stain for ill their reputations and render impossi2le the attainment of enduring success. The law through which the /olden )ule philosophy operates is none other than the law through which the principle of *uto:suggestion operates. This statement gi1es you a suggestion from which you should 2e a2le to ma4e a deduction of a far:reaching nature and of inestima2le 1alue. Test your progress in the mastery of this course 2y analy;ing the foregoing statement and determining, 2efore you read on, what suggestion it offers you. Of what possi2le 2enefit could it 2e to you to 4now that when you do unto others as if you were the others, which is the sum and su2stance of the /olden )ule, you are putting into motion a chain of causation through the aid of a law which affects the others according to the nature of your act, a%d at the sa"e ti"e pla%ti% i% yo&r character, thro& h yo&r s&bco%scio&s "i%d, the effects of that act+ This Muestion practically suggests its own answer, 2ut as ! am determined to cause you to thin4 this 1ital su2Eect out for yourself ! will put the Muestion in still another form, 1i;.O !f all your acts toward others, and e1en your thoughts of others, are registered in your su2: conscious mind, through the principle of *uto:suggestion, there2y 2uilding your own character in eBact duplicate of your tho& hts and acts, can you not see how important it is to guard those acts and thoughtsL We are now in the 1ery heart of the real reason for doing unto others as we would ha1e them do unto us, for it is o21ious that whate1er we do unto others we do unto oursel1es. Stated in another way, e1ery act and e1ery tho& ht you release modifies your own character in eBact conformity with the nature of the act or thought, and your character is a sort of center of magnetic attraction which attracts to you the people and conditions that harmoni;e with it. (ou cannot indulge in an act toward another person without ha1ing first created the nature of that FH%HF

D TH")" is no defeat eBcept from within. There is really no insurmounta2le 2arrier sa1e your own inherent wea4ness of purpose. :"merson

FH%KF

act in your own tho& ht, a%d yo& ca%%ot release a tho& ht (itho&t pla%ti% the s&" a%d s&bsta%ce a%d %at&re of it i% yo&r o(% s&b-co%scio&s "i%d, there to beco"e a part a%d parcel of yo&r o(% character# /rasp this simple principle and you will understand why you cannot afford to hate or en1y another person. (ou will also understand why you cannot afford to stri4e 2ac4, in 4ind, at those who do you an inEustice. i4ewise, you will understand the inEunction, I)eturn good for e1il.J Understand the law upon which the /olden )ule inEunction is 2ased and you will understand, also, the law that eternally 2inds all man4ind in a single 2ond of fellowship and renders it impossi2le for you to inEure another person, 2y tho& ht or deed, without inEuring yourself? and, li4ewise, adds to your own character the results of e1ery 4ind tho& ht and deed in which you indulge. Understand this law and you will then 4now, 2eyond room for the slightest dou2t, that you are constantly punishing yourself for e1ery wrong you commit and rewarding yourself for e1ery act of constructi1e conduct in which you indulge. !t seems almost an act of Pro1idence that the greatest wrong and the most se1ere inEustice e1er done me 2y one of my fellow men was done Eust as ! 2egan this lesson. 8Some of the students of this course will 4now what it is to which ! refer.9 This inEustice has wor4ed a temporary hardship on me, 2ut that is of little conseMuence compared to the ad1antage it has gi1en me 2y pro1iding a timely opportunity for me to test the soundness of the entire premise upon which this lesson is founded. The inEustice to which ! refer left two courses of action open to me. ! could ha1e claimed relief 2y Istri4ing 2ac4J at my antagonist, through 2oth ci1il court action and criminal li2el proceedings, or ! could ha1e stood upon my right to forgi1e him. One course of action would ha1e 2rought me a su2stantial sum : of money and whate1er Eoy and satisfaction there may 2e in defeating and p&%ishi% an enemy. The other course of action would ha1e 2rought me self:respect which is enEoyed 2y those who ha1e successfully met the test and disco1ered that they ha1e e1ol1ed to the point at which they can repeat the ord6s Prayer and "ea% it* ! chose the latter course. ! did so, despite the recommendations of close personal friends to Istri4e 2ac4,J and despite the offer of a prominent lawyer to do my Istri4ingJ for me (itho&t cost# But the lawyer offered to do the impossi2le, for the reason that no man can Istri4e 2ac4J at another (itho&t cost# +ot always is the cost of a monetary nature, for there are other things with which one may pay that are dearer than money. !t would 2e as hopeless to try to ma4e one who was not familiar with the law upon which the /olden )ule is 2ased understand why ! refused to stri4e 2ac4 at this enemy as it would to try to descri2e the law of gra1itation to an ape. !f you understand this law you understand, also, why ! chose to for ive my enemy. !n the ord[s Prayer we are admonished to forgi1e our enemies, 2ut that admonition will fall on deaf ears eBcept where the listener understands the law upon which it is 2ased. That law is none other than the law upon which the /olden )ule is 2ased. !t is the law that forms the foundation of this entire lesson, and through which we must ine1ita2ly reap that which we sow. There is no escape from the operation of this law, nor is there any cause to try to a1oid its conseMuences if we refrain from putting into motion tho& hts and acts that are destructi1e. That we may more concretely descri2e the law upon which this lesson is 2ased, let us em2ody the law in a code of ethics such as one who wishes to follow literally the inEunction of the /olden )ule might appropriately adopt, as follows.

FH%NF

MY CODE OF ETHICS
!. ! 2elie1e in the /olden )ule as the 2asis of all human conduct? therefore, ! will ne1er do to another person that which ! would not 2e willing for that person to do to me if our positions were re1ersed. !!. ! will 2e honest, e1en to the slightest detail, in all my transactions with others, not alone 2ecause of my desire to 2e fair with them, 2ut 2ecause of my desire to impress the idea of honesty on my own su2conscious mind, there2y wea1ing this essential Muality into my own character. !!!. ! will forgi1e those who are unEust toward me, with no thought as to whether they deser1e it or not, 2ecause ! understand the law through which forgi1eness of others strengthens my own character and wipes out the effects of my own transgressions, in my su2conscious mind. !,. ! will 2e Eust, generous and fair with others always, e1en though ! 4now that these acts will go unnoticed and unrecorded, in the ordinary terms of reward, 2ecause ! understand and intend to apply the law through the aid of which one[s own character is 2ut the sum total of one[s own acts and deeds# ,. Whate1er time ! may ha1e to de1ote to the disco1ery and eBposure of the wea4nesses and faults of others ! will de1ote, more profita2ly, to the disco1ery and correctio% of my own. ,!. ! will slander no person, no matter how much ! may 2elie1e another person may deser1e it, 2ecause ! wish to plant no destructi1e suggestions in my own su2:conscious mind. ,!!. ! recogni;e the power of Thought as 2eing an inlet leading into my 2rain from the uni1ersal ocean of life? therefore, ! will set no destructi1e thoughts afloat upon that ocean lest they pollute the minds of others. ,!!!. ! will conMuer the common human tendency toward hatred, and en1y, and selfishness, and Eealousy, and malice, and pessimism, and dou2t, and fear? for ! 2elie1e these to 2e the seed from which the world har1ests most of its trou2les. !A. When my mind is not occupied with thoughts that tend toward the attainment of my defi%ite chief ai" in life, ! will 1oluntarily 4eep it filled with thoughts of courage, and self:confidence, and good: will toward others, and faith, and 4indness, and loyalty, and lo1e for truth, and Eustice, for ! 2elie1e these to 2e the seed from which the world reaps its har1est of progressi1e growth. A. ! understand that a mere passi1e 2elief in the soundness of the /olden )ule philosophy is of no 1alue whatsoe1er, either to myself or to others? therefore, ! will actively put into operation this uni1ersal rule for good in all my transactions with others. A!. ! understand the law through the operation of which my own character is de1eloped from my own acts and tho& hts) therefore, ! will guard with care all that goes into its de1elopment. A!!. )eali;ing that enduring happiness comes only through helping others find it? that no act of 4indness is without its reward, e1en though it may ne1er 2e directly repaid, ! will do my 2est to assist others when and where the opportunity appears. (ou ha1e noticed freMuent reference to "merson throughout this course. "1ery student of the course should own a copy of "merson6s "ssays, and the essay on .ompensation should 2e read and studied at least e1ery three months. O2ser1e, as you read this essay, that it deals with the same law as that upon which the /olden )ule is 2ased.

SSSSSSSS
There are people who 2elie1e that the /olden )ule philosophy is nothing more than a theory, and that it is in no way connected with an immuta2le law. They ha1e arri1ed at this conclusion 2ecause of personal eBperience wherein they rendered ser1ice to others without enEoying the 2enefits of direct FH%'F

D (OU ha1e not fulfilled e1ery duty unless you ha1e fulfilled that of 2eing pleasant. :.harles BuBton

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reciprocation. How many are there who ha1e not rendered ser1ice to others that was neither reciprocated nor appreciatedL ! am sure that ! ha1e had such an eBperience, not once, 2ut many times, and ! am eMually sure that ! will ha1e similar eBperiences in the future, nor will ! discontinue rendering ser1ice to others merely 2ecause they neither reciprocate nor appreciate my efforts. *nd here is the reasonO When ! render ser1ice to another, or indulge in an act of 4indness, ! store away in my su2: conscious mind the effect of my efforts, which may 2e li4ened to the IchargingJ of an electric 2attery. By and 2y, if ! indulge in a sufficient num2er of such acts ! will ha1e de1eloped a positi1e, dynamic character that will attract to me people who harmoni;e with or resem2le my own character. Those whom ! attract to me will reciprocate the acts of 4indness and the ser1ice that ! ha1e rendered others, thus the aw of .ompensation will ha1e 2alanced the scales of Eustice for me, 2ringing 2ac4 from one source the results of ser1ice that ! rendered through an entirely different source. (ou ha1e often heard it said that a salesman[s first sale should 2e to himself, which means that unless he first con1inces himself of the merits of his wares he will not 2e a2le to con1ince others. Here, again, enters this same aw of *ttraction, for it is a well 4nown fact that e%th&sias" is contagious, and when a salesman shows great e%th&sias" o1er his wares he will arouse a corresponding interest in the minds of others. (ou can comprehend this law Muite easily 2y regarding yourself as a sort of human magnet that attracts those whose characters harmoni;e with your own. !n thus regarding yourself as a magnet that attracts to you all who harmoni;e with your dominating characteristics and repels all who do not so harmoni;e, you should 4eep in mind, also, the fact that yo& are the b&ilder of that "a %et) also, that you may change its nature so that it will correspond to any ideal that you may wish to set up and follow. *nd, most important of all, you should 4eep in mind the fact that this entire process of change ta4es place through tho& ht* (our character is 2ut the sum total of your tho& hts and deeds* This truth has 2een stated in many different ways throughout this course. Because of this great truth it is impossi2le for you to render any useful ser1ice or indulge in any act of 4indness toward others without 2enefiting there2y. -oreo1er, it is Eust as impossi2le for you to indulge in any destructi1e act or tho& ht without paying the penalty in the loss of a corresponding amount of your own power.

SSSSSSSS
Positive tho& ht de1elops a dynamic personality. 6e ative tho& ht de1elops a personality of an opposite nature. !n many of the preceding lessons of this course, and in this one, definite instructions are gi1enO as to the eBact method of de1eloping personality through positive tho& ht# These instructions are particularly detailed in esson Three, on Self-co%fide%ce# !n that lesson you ha1e a 1ery definite formula to follow. *ll of the formulas pro1ided in this course are for the purpose of helping you co%scio&sly to direct the po(er of thought in the de1elopment of a personality that will attract to you those who will 2e of help in the attainment of your defi%ite chief ai"# (ou need no proof that your hostile or un4ind acts toward others 2ring 2ac4 the effects of retaliation. -oreo1er, this retaliation is usually definite and immediate. i4ewise, you need no proof that you can accomplish more 2y dealing with others in such a way that they will want to co:operate with you. !f you mastered the eighth lesson, on Self:control, you now understand how to induce others to act toward you as you wish them to act : thro& h yo&r o(% attit&de to(ard the"# The law of Ian eye for an eye and a tooth for a toothJ is 2ased upon the selfsame law as that upon FK@@F

which the /olden )ule operates. This is nothing more than the law of retaliation with which all of us are familiar. "1en the most selfish person will respond to this law, beca&se he ca%%ot help it* !f ! spea4 ill of you, e1en though ! tell the truth, you will not thin4 4indly of me. Furthermore, you will most li4ely retaliate in 4ind. But, if ! spea4 of your 1irtues you will thin4 4indly of me, and when the opportunity appears you will reciprocate in 4ind in the maEority of instances. Through the operation of this law of attraction the uninformed are constantly attracting trou2le and grief and hatred and opposition from others 2y their &% &arded (ords and destr&ctive acts# #o unto others as you would ha1e them do unto you< We ha1e heard that inEunction eBpressed thousands of times, yet how many of us understand the law upon which it is 2asedL To ma4e this inEunction somewhat clearer it might 2e well to state it more in detail, a2out as followsO #o unto others as you would ha1e them do unto you, beari% i% "i%d the fact that h&"a% %at&re has a te%de%cy to retaliate i% 'i%d# .onfucius must ha1e had in mind the law of retaliation when he stated the /olden )ule philosophy in a2out this wayO #o not unto others that which you would not ha1e them do unto you. *nd he might well ha1e added an eBplanation to the effect that the reason for his inEunction was 2ased upon the common tendency of man to retaliate in 4ind. Those who do not understand the law upon which the /olden )ule is 2ased are inclined to argue that it will not wor4, for the reason that men are inclined toward the principle of eBacting Ian eye for an eye and a tooth for a tooth,J which is nothing more nor less than the law of retaliation. !f they would go a step further in their reasoning they would understand that they are loo4ing at the %e ative effects of this law, and that the selfsame law is capa2le of producing positive effects as well. !n other words, if you would not ha1e your own eye pluc4ed out, then insure against this misfortune 2y refraining from pluc4ing out the other fellow[s eye. /o a step further and render the other fellow an act of 4indly, helpful ser1ice, and thro& h the operatio% of this sa"e la( of retaliatio% he will render you a similar ser1ice. *nd, if he should fail to reciprocate your 4indness : what thenL (ou ha1e profited, ne1ertheless, 2ecause of the effect of your act on yo&r o(% s&b-co%scio&s "i%d* Thus 2y indulging in acts of 4indness and applying, always, the /olden )ule philosophy, you are sure of 2enefit from one source and at the same time you ha1e a pretty fair chance of profiting from another source. !t might happen that you would 2ase all of your acts toward others on the /olden )ule without enEoying any direct reciprocation for a long period of time, and it might so happen that those to whom you rendered those acts of 4indness would ne1er reciprocate, 2ut meantime you ha1e 2een adding 1itality to your own character and sooner or later this positive character which you ha1e 2een 2uilding will 2egin to assert itself and you will disco1er that you ha1e 2een recei1ing compound interest on compound interest in return for those acts of 4indness which appeared to ha1e 2een wasted on those who neither appreciated nor reciprocated them. )emem2er that your rep&tatio% is made 2y others, 2ut your character is made 2y you< (ou want your reputation to 2e a fa1ora2le one, 2ut you cannot 2e sure that it will 2e for the reason that it is something that eBists outside of your own control, in the minds of others. !t is what others 2elie1e you to 2e. With your character it is different. (our character is that which yo& are, as the results of your tho& hts and deeds# (ou control it. (ou can ma4e it wea4, good or 2ad. When you are satisfied and 4now in your mind that your character is a2o1e reproach you need not worry a2out your reputation, for it is as impossi2le for your character to 2e destroyed or damaged 2y anyone eBcept yourself as it is to destroy matter or energy. FK@$F

!t was this truth that "merson had in mind when he saidO I* political 1ictory, a rise of rents, the reco1ery of your sic4 or the return of your a2sent friend, or some other Muite eBternal e1ent raises your spirits, and you thin4 your days are prepared for you. Do %ot believe it# !t can ne1er 2e so. 6othi% ca% bri% yo& peace b&t yo&rself# 6othi% ca% bri% yo& peace b&t the tri&"ph of pri%ciples#B One reason for 2eing Eust toward others is the fact that such action may cause them to reciprocate, in 4ind, 2ut a 2etter reason is the fact that 4indness and Eustice toward others de1elop positive character in all who indulge in these acts. (ou may withhold from me the reward to which ! am entitled for rendering you helpful ser1ice, 2ut no one can depri1e me of the 2enefit ! will deri1e from the rendering of that ser1ice insofar as it adds to my own character#

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We are li1ing in a great industrial age. "1erywhere we see the e1olutionary forces wor4ing great changes in the method and manner of li1ing, and re:arranging the relationships 2etween men, in the ordinary pursuit of life, li2erty and a li1ing. This is an age of organi;ed effort. On e1ery hand we see e1idence that organi;ation is the 2asis of all financial success, and while other factors than that of organi;ation enter into the attainment of success, this factor is still one of maEor importance. This industrial age has created two comparati1ely new terms. One is called IcapitalJ and the other Ila2or.J .apital and la2or constitute the main wheels in the machinery of organi;ed effort. These two great forces enEoy success in eBact ratio to the eBtent that 2oth understand and apply the /olden )ule philosophy. #espite this fact, howe1er, harmony 2etween these two forces does not always pre1ail, than4s to the destroyers of confidence who ma4e a li1ing 2y sowing the seed of dissension and stirring up strife 2etween employers and employees. #uring the past fifteen years ! ha1e de1oted considera2le time to the study of the causes of disagreement 2etween employers and employees. *lso, ! ha1e gathered much information on this su2Eect from other men who, li4ewise, ha1e 2een studying this pro2lem. There is 2ut one solution which will, if understood 2y all concerned, 2ring harmony out of chaos and esta2lish a perfect wor4ing relationship 2etween capital and la2or. The remedy is no in1ention of mine. !t is 2ased upon a great uni1ersal law of +ature. This remedy has 2een well stated 2y one of the great men of this generation, in the following wordsO IThe Muestion we propose to consider is eBciting deep interest at the present time, 2ut no more than its importance demands. !t is one of the hopeful signs of the times that these su2Eects of 1ital interest to human happiness are constantly coming up for a 2earing, are engaging the attention of the wisest men, and stirring the minds of all classes of people. The wide pre1alence of this mo1ement shows that a new life is 2eating in the heart of humanity, operating upon their faculties li4e the warm 2reath of spring upon the fro;en ground and the dormant germs of the plant. !t will ma4e a great stir, it will 2rea4 up many fro;en and dead forms, it will produce great and, in some cases, it may 2e, destructi1e changes, 2ut it announces the 2lossoming of new hopes, and the coming of new har1ests for the supply of human wants and the means of greater happiness. There is great need of wisdom to guide the new forces coming into action. "1ery man is under the most solemn o2ligation to do his part in forming a correct pu2lic opinion and gi1ing wise direction to popular will. IThe only solution for the pro2lems of la2or, of want, of a2undance, of suffering and sorrow can only 2e found 2y regarding them from a moral and spiritual point of 1iew. They must 2e seen and eBamined in a light that is not of themsel1es. The tr&e relatio%s of labor a%d capital ca% %ever be discovered by h&"a% selfish%ess# They must 2e 1iewed from a higher purpose than wages or the
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accumulation of wealth. They must 2e regarded from their 2earing upon the purposes for which men was created. !t is from this point of 1iew ! propose to consider the su2Eect 2efore us. I.apital end la2or are essential to each other. Their interests are so 2ound together that they cannot 2e separated. !n ci1ili;ed and enlightened communities they are mutually dependent. !f there is any difference, capital is more dependent upon la2or than la2or upon capital. ife can 2e sustained without capital. *nimals, with a few eBceptions, ha1e no property, and ta4e no anBious thought for the morrow, and our ord commends them to our notice as eBamples worthy of imitation. ]Behold the fowls of the air,[ He says, ]for they sow not, neither do they reap nor gather into 2arns, yet your hea1enly Father feedeth them.[ The sa1ages li1e without capital. !ndeed, the great mass of human 2eings li1e 2y their la2or from day to day, from hand to mouth. But no man can li1e upon his wealth. He cannot eat his gold and sil1er? he cannot clothe himself with deeds and certificates of stoc4. .apital can do nothing without la2or, a%d its o%ly val&e co%sists i% its po(er to p&rchase labor or its res&lts# !t is itself the product of la2or. !t has no occasion, therefore, to assume en importance that does not 2elong to it. *2solutely dependent, howe1er, as it is upon la2or for its 1alue, it is en essential factor in human progress. IThe moment man 2egins to rise from a sa1age and comparati1ely independent state to a ci1ili;ed and dependent one, capital 2ecomes necessary. -en come into more intimate relations with one another. !nstead of each one doing e1erything, men 2egin to de1ote themsel1es to special employments, and to depend upon others to pro1ide many things for them while they engage in some special occupation. !n this way la2or 2ecomes di1ersified. One man wor4s in iron, another in wood? one manufactures cloth, another ma4es it into garments? some raise food to feed those who 2uild houses and manufacture implements of hus2andry. This necessitates a system of eBchanges, and to facilitate eBchanges roads must 2e made, and men must 2e employed to ma4e them. *s population increases and necessities multiply, the 2usiness of eBchange 2ecomes enlarged, until we ha1e immense manufactories, railroads girding the earth with iron 2ends, steamships plowing e1ery sea, and a multitude of men who cannot raise 2read or ma4e a garment, or do anything directly for the supply of their own wants. I+ow, we can see how we 2ecome more dependent upon others as our wants are multiplied and ci1ili;ation ad1ances. "ach one wor4s in his special employment, does 2etter wor4, 2ecause he can de1ote his whole thought and time to a form of use for which he is specially fitted, and contri2utes more largely to the pu2lic good. While he is wor4ing for others, all others are wor4ing for him. "1ery mem2er of the community is wor4ing for the whole 2ody, and the whole 2ody for e1ery mem2er. This is the law of perfect life, a law which rules e1erywhere in the material 2ody. "1ery man who is engaged in any employment useful to 2ody or mind is a philanthropist, a pu2lic 2enefactor, whether he raises corn on the prairie, cotton in TeBas or !ndia, mines coal in the cham2ers of the earth, or feeds it to engines in the hold of a steamship. !f selfishness did not per1ert and 2last human moti1es, all men and women would 2e fulfilling the law of charity while engaged in their daily employment. ITo carry on this 1ast system of eBchanges, to place the forest and the farm, the factory and the mine side 2y side, and deli1er the products of all climes at e1ery door, reMuires immense capital. One man cannot wor4 his farm or factory, and 2uild a railroad or a line of steamships. *s raindrops acting singly cannot dri1e a mill or supply steam for an engine, 2ut, collected in a 1ast reser1oir, 2ecome the resistless power of +iagara, or the force which dri1es the engine and steamship li4e mighty shuttles from mountain to seacoast and from shore to shore, so a few dollars in a multitude of poc4ets are powerless to pro1ide the means for these 1ast operations, 2ut com2ined they mo1e the world. I.apital is a friend of la2or and essential to its economical eBercise and Eust reward. !t can 2e, and often is, a terri2le enemy, when employed for selfish purposes alone? 2ut the great mass of it is more friendly to human happiness than is generally supposed. !t cannot 2e employed without in some way, either directly or indirectly, helping the la2orer. We thin4 of the e1ils we suffer, 2ut allow the good we enEoy to pass unnoticed. We thin4 of the e1ils that larger means would relie1e and the comforts they FK@CF

would pro1ide, 2ut o1erloo4 the 2lessings we enEoy that would ha1e 2een impossi2le without large accumulations of capital. !t is the part of wisdom to form a Eust estimate of the good we recei1e as well as the e1ils we suffer. I!t is a common saying at the present time, that the rich are growing richer and the poor poorer? 2ut when all man6s possessions are ta4en into the account there are good reasons for dou2ting this assertion. !t is true that the rich are growing richer. !t is also true that the condition of the la2orer is constantly impro1ing. The co""o% laborer has co%ve%ie%ces a%d co"forts (hich pri%ces co&ld %ot co""a%d a ce%t&ry a o# He is 2etter clothed, has a greater 1ariety and a2undance of food, li1es in a more comforta2le dwelling, and has many more con1eniences for the conduct of domestic affairs and the prosecution of la2or than money could purchase 2ut a few years ago. *n emperor could not tra1el with the ease, the comfort, and the swiftness that the common la2orer can today. He may thin4 that he stands alone, with no one to help. But, in truth, he has an immense retinue of ser1ants constantly waiting upon him, ready and anBious to do his 2idding. !t reMuires a 1ast army of men and an immense outlay of capital to pro1ide a common dinner, such as e1ery man and woman, with few eBceptions, has enEoyed today. IThin4 of the 1ast com2ination of means and men and forces necessary to pro1ide e1en a frugal meal. The .hinaman raises your tea, the Bra;ilian your coffee, the "ast !ndian your spices, the .u2an your sugar, the farmer upon the western prairies your 2read and possi2ly your 2eef, the gardener your 1egeta2les, the dairyman your 2utter and mil4? the miner has dug from the hills the coal with which your food was coo4ed and your house was warmed, the ca2inet:ma4er has pro1ided you with chairs and ta2les, the cutler with 4ni1es and for4s, the potter with dishes, the !rishman has made your ta2le:cloth, the 2utcher has dressed your meat, the miller your flour. IBut these 1arious articles of food, and the means of preparing and ser1ing them, were produced at immense distances from you and from one another. Oceans had to 2e tra1ersed, hills le1eled, 1alleys filled, and mountains tunneled, ships must 2e 2uilt, railways constructed, and a 1ast army of men instructed and employed in e1ery mechanical art 2efore the materials for your dinner could 2e prepared and ser1ed. There must also 2e men to collect these materials, to 2uy and sell and distri2ute them. "1eryone stands in his own place and does his own wor4, and recei1es his wages. But he is none the less wor4ing for you, and ser1ing you as truly and effecti1ely as he would 2e if he were in your special employment and recei1ed his wages from your hand. !n the light of these facts, which e1eryone must ac4nowledge, we may 2e a2le to see more clearly the truth, that e1ery man and woman who does useful wor4 is a pu2lic 2enefactor, and the thought of it and the purpose of it will enno2le the la2or and the la2orer. We are all 2ound together 2y common ties. The rich and the poor, the learned and the ignorant, the strong and the wea4, are wo1en together in one social and ci1ic we2. Harm to one is harm to all? help to one is help to all. I(ou see what a 1ast army of ser1ants it reMuires to pro1ide your dinner. #o you not see that it demands a corresponding amount of capital to pro1ide and 4eep this complicated machinery in motionL *nd do you not see that e1ery man, woman and child is enEoying the 2enefit of itL How could we get our coal, our meat, our flour, our tea and coffee, sugar and riceL The la2orer cannot 2uild ships and sail them and support himself while doing it. The far"er ca%%ot leave his far" a%d ta'e his prod&ce to the "ar'et# The "i%er ca%%ot "i%e a%d tra%sport his coal# The farmer in >ansas may 2e 2urning corn today to coo4 his food and warm his dwelling, and the miner may 2e hungry for the 2read which the corn would supply, 2ecause they cannot eBchange the fruits of their la2or. "1ery acre of land, e1ery forest and mine has 2een increased in 1alue 2y railways and steam2oats, and the comforts of life and the means of social and intellectual culture ha1e 2een carried to the most inaccessi2le places. IBut the 2enefits of capital are not limited to supplying present wants and comforts. !t opens new a1enues for la2or. !t di1ersifies it and gi1es a wider field to e1eryone to do the 4ind of wor4 for which he is 2est fitted 2y natural taste and genius. The num2er of employments created 2y railways, steamships, FK@GF

telegraph, and manufactories 2y machinery can hardly 2e estimated. .apital is also largely in1ested in supplying the means of intellectual and spiritual culture. IBoo4s are multiplied at constantly diminishing prices, and the 2est thought of the world, 2y means of our great pu2lishing houses, is made accessi2le to the hum2lest wor4man. There is no 2etter eBample of the 2enefits the common la2orer deri1es from capital than the daily newspaper. For two or three cents the history of the world for twenty:four hours is 2rought to e1ery door. The la2orer, while riding to or from his wor4 in a comforta2le car, can 1isit all parts of the 4nown world and get a truer idea of the e1ents of the day than he could if he were 2odily present. * 2attle in .hina or *frica, an earthMua4e in Spain, a dynamite eBplosion in ondon, a de2ate in .ongress, the mo1ements of men in pu2lic and pri1ate life for the suppression of 1ice, for enlightening the ignorant, helping the needy, and impro1ing the people generally, are spread 2efore him in a small compass, and 2ring him into contact and on eMuality, in regard to the world6s history, with 4ings and Mueens, with saints and sages, and people in e1ery condition in life. Do yo& ever thi%', while reading the morning paper, how many men ha1e 2een running on your errands, collecting intelligence for you from all parts of the earth, and putting it into a form con1enient for your useL !t reMuired the in1estment of millions of money and the employment of thousands of men to produce that paper and lea1e it at your door. *nd what did all this ser1ice cost youL * few cents. IThese are eBamples of the 2enefits which e1eryone deri1es from capital, 2enefits which could not 2e o2tained without 1ast eBpenditures of money? 2enefits which come to us without our care and lay their 2lessings at our feet. .apital cannot 2e in1ested in any useful production without 2lessing a multitude of people. !t sets the machinery of life in motion, it multiplies employment? it places the product of all climes at e1ery door, it draws the people of all nations together? 2rings mind in contact with mind, and gi1es to e1ery man and woman a large and 1alua2le share of the product. These are facts which it would 2e well for e1eryone, howe1er poor he may 2e, to consider. I!f capital is such a 2lessing to la2or? if it can only 2e 2rought into use 2y la2or, and deri1es all its 1alue from it, how can there 2e any conflict 2etween themL There could 2e none if 2oth the capitalist and la2orer acted from humane and .hristian principles. But they do not. They are go1erned 2y inhuman and unchristian principles. "ach party see4s to get the largest returns for the least ser1ice. .apital desires larger profits, la2or higher wages. The interests of the capitalist and the la2orer come into direct collision. !n this warfare capital has great ad1antages, and has 2een prompt to ta4e them. !t has demanded and ta4en the lion[s share of the profits. !t has despised the ser1ant that enriched it. !t has regarded the la2orer as a menial, a sla1e, whose rights and happiness it was not 2ound to respect. !t influences legislators to enact laws in its fa1or, su2sidi;es go1ernments and wields its power for its own ad1antage. .apital has 2een a lord and la2or a ser1ant. While the ser1ant remained docile and o2edient, content with such compensation as its lord chose to gi1e, there was no conflict. But la2or is rising from a ser1ile, su2missi1e, and hopeless condition. !t has acMuired strength and intelligence? has gained the idea that it has rights that ought to 2e respected, and 2egins to assert and com2ine to support them. I"ach party in this warfare regards the su2Eect from its own selfish interests. The capitalist supposes that gain to la2or is loss to him, and that he must loo4 to his own interests first? that the cheaper the la2or the larger his gains. .onseMuently it is for his interest to 4eep the price as low as possi2le. On the contrary, the la2orer thin4s that he loses what the capitalist gains, and, conseMuently, that it is for his interest to get as large wages as possi2le. From these opposite points of 1iew their interests appear to 2e directly hostile. What one party gains the other loses? hence the conflict. Both are acting from selfish moti1es, and, conseMuently, must 2e wrong. Both parties see only half of the truth, and, mista4ing that for the whole of it, they fall into a mista4e ruinous to 2oth. "ach one stands on his own ground, and regards the su2Eect wholly from his point of 1iew and in the misleading light of his own selfishness. Passion inflames the mind and 2linds the understanding? and when passion is aroused men will sacrifice their own FK@HF

interests to inEure others, and 2oth will suffer loss. They will wage continual warfare against each other? they will resort to all de1ices, and ta4e ad1antage of e1ery necessity to win a 1ictory. .apital tries to star1e the la2orer into su2mission, li4e a 2eleaguered city? and hunger and want are most powerful weapons. a2or sullenly resists, and tries to destroy the 1alue of capital 2y rendering it unproducti1e. !f necessity or interest compels a truce, it is a sullen one, and maintained with the purpose of renewing hostilities as soon as there is any prospect of success. Thus la2orers and capitalists confront each other li4e two armed hosts, ready at any time to renew the conflict. It (ill be re%e(ed, (itho&t do&bt, a%d co%ti%&ed (ith varyi% s&ccess &%til both parties discover that they are "ista'e%, that their i%terests are "&t&al, a%d ca% o%ly be sec&red to the f&llest exte%t by co-operatio% a%d ivi% to each the re(ard it deserves# The capitalist and the la2orer must clasp hands across the 2ottomless pit into which so much wealth and wor4 has 2een cast. IHow this reconciliation is to 2e effected is a Muestion that is occupying the minds of many wise and good men on 2oth sides at the present time. Wise and impartial legislation will, no dou2t, 2e an important agent in restraining 2lind passion and protecting all classes from insatia2le greed? and it is the duty of e1ery man to use his 2est endea1ors to secure such legislation 2oth in state and national go1ernments. Organi;ations of la2orers for protecting their own rights and securing a 2etter reward for their la2or, will ha1e a great influence. That influence will continue to increase as their temper 2ecomes normal and firm, and their demands are 2ased o% 0&stice a%d h&"a%ity# ,iolence and threats will effect no good. #ynamite, whether in the form of eBplosi1es or the more destructi1e force of fierce and rec4less passion, will heal no wounds nor su2due any hostile feeling. *r2itration is, dou2tless, the wisest and most practica2le means now a1aila2le to 2ring a2out amica2le relations 2etween these hostile parties and secure Eustice to 2oth. /i1ing the la2orer a share in the profits of the 2usiness has wor4ed well in some cases, 2ut it is attended with great practical difficulties which reMuire more wisdom, self:control and genuine regard for the common interests of 2oth parties than often can 2e found. -any de1ices may ha1e a partial and temporary effect. But no permanent progress can 2e made in settling this conflict without restraining and finally remo1ing its cause. I!ts real central cause is an inordinate lo1e of self and the world, and that cause will continue to operate as long as it eBists. !t may 2e restrained and moderated, 2ut it will assert itself when occasion offers. "1ery wise man must, therefore, see4 to remo1e the cause, and as far as he can do it he will control effects. Purify the fountain, and you ma4e the whole stream pure and wholesome. IThere is a principle of uni1ersal influence that must underlie and guide e1ery successful effort to 2ring these two great factors of human good which now confront each other with hostile purpose, into harmony. !t is no in1ention or disco1ery of mine. !t em2odies a higher than human wisdom. !t is not difficult to understand or apply. The child can comprehend it and act according to it. !t is uni1ersal in its application, and wholly useful in its effects. !t will lighten the 2urdens of la2or and increase its rewards. !t will gi1e security to capital and ma4e it more producti1e. !t is simply the /olden )ule, em2odied in these wordsO HTherefore all thi% s (hatsoever ye (o&ld that "e% sho&ld do to yo&, do ye eve% so to the": for this is the la( a%d the prophets#I IBefore proceeding to apply this principle to the case in hand, let me call your special attention to it. !t is a 1ery remar4a2le law of human life which seems to ha1e 2een generally o1erloo4ed 2y statesmen, philosophers and religious teachers. This rule em2odies the whole of religion? it comprises all the precepts, commandments, and means of the future triumphs of good o1er e1il, of truth o1er error, and the peace and happiness of men, foretold in the glorious 1isions of the prophets. -ar4 the words. !t does not merely say that it is a wise rule? that it accords with the principles of the #i1ine order re1ealed in the law and the prophets. It e"bodies the" all) it HIS the la( a%d the prophets#I !t comprises lo1e to /od. !t says we should regard Him as we desire to ha1e Him regard us? that we should do to Him as we wish to ha1e Him do to us. !f we desire to ha1e Him lo1e us with all His heart, with all His soul, with all His mind, and FK@KF

with all His strength, we must lo1e Him in the same manner. !f we desire to ha1e our neigh2or lo1e us as he lo1es himself, we must lo1e him as we lo1e ourself. Here, then, is the uni1ersal and #i1ine law of human ser1ice and fellowship. !t is not a precept of human wisdom? it has its origin in the #i1ine nature, and its em2odiment in human nature. +ow, let us apply it to the conflict 2etween la2or and capital. I(ou are a capitalist. (our money is in1ested in manufactures, in land, in mines, in merchandise, railways, and ships, or you loan it to others on interest. (ou employ, directly or indirectly, men to use your capital. (ou cannot come to a Eust conclusion concerning your rights and duties and pri1ileges 2y loo4ing wholly at your own gains. The glitter of the sil1er and gold will eBercise so potent a spell o1er your mind that it will 2lind you to e1erything else. (ou can see no interest 2ut your own. The la2orer is not 4nown or regarded as a man who has any interests you are 2ound to regard. (ou see him only as your sla1e, your tool, your means of adding to your wealth. !n this light he is a friend so far as he ser1es you, an enemy so far as he does not. But change your point of 1iew. Put yourself in his place? put him in your place. How would you li4e to ha1e him treat you if you were in his placeL Perhaps you ha1e 2een there. !n all pro2a2ility you ha1e, for the capitalist today was the la2orer yesterday, and the la2orer today will 2e the employer tomorrow. (ou 4now from li1ely and painful eBperience how you would li4e to 2e treated. Would you li4e to 2e regarded as a mere toolL *s a means of enriching anotherL Would you li4e to ha1e your wages 4ept down to the 2are necessities of lifeL Would you li4e to 2e regarded with indifference and treated with 2rutalityL Would you li4e to ha1e your 2lood, your strength, your soul coined into dollars for the 2enefit of anotherL These Muestions are easy to answer. "1eryone 4nows that he would reEoice to 2e treated 4indly, to ha1e his interests regarded, his rights recogni;ed and protected. "1eryone 4nows that such regard awa4ens a response in his own heart. >indness 2egets 4indness? respect awa4ens respect. Put yourself in his place. !magine that you are dealing with yourself, and you will ha1e no difficulty in deciding whether you should gi1e the screw another turn, that you may wring a penny more from the muscles of the wor4er, or relaB its pressure, and, if possi2le, add something to his wages, and gi1e him respect for his ser1ice. #o to him as you would ha1e him do to you in changed conditions. I(ou are a la2orer. (ou recei1e a certain sum for a day6s wor4. Put yourself in the place of your employer. How would you li4e to ha1e the men you employed wor4 for youL Would you thin4 it right that they should regard you as their enemyL Would you thin4 it honest in them to slight their wor4, to do as little a%d to et as "&ch as possible+ !f you had a large contract which must 2e completed at a fiBed time or you would suffer great loss, would you li4e to ha1e your wor4men ta4e ad1antage of your necessity to compel an increase of their wagesL Would you thin4 it right and wise in them to interfere with you in the management of your 2usinessL To dictate whom you should employ, and on what terms you should employ themL Would you not rather ha1e them do honest wor4 in a 4ind and good spiritL Would you not 2e much more disposed to loo4 to their interests, to lighten their la2or, to increase their wages when you could afford to do so, and loo4 after the welfare of their families, when you found that they regarded yoursL ! 4now that it would 2e so. !t is true that men are selfish, and that some men are so mean and contracted in spirit that they cannot see any interest 2ut their own? whose hearts, not made of flesh 2ut of sil1er and gold, are so hard that they are not touched 2y any human feeling, and care not how much others suffer if they can ma4e a cent 2y it. But they are the eBception, not the rule. We are influenced 2y the regard and de1otion of others to our interests. The la2orer who 4nows that his employer feels 4indly toward him, desires to treat him Eustly and to regard his good, will do 2etter wor4 and more of it, and will 2e disposed to loo4 to his employer6s interests as well as his own. I! am well aware that many will thin4 this #i1ine and humane law of doing to others as we would ha1e them do to us, is impractica2le in this selfish and worldly age. !f 2oth parties would 2e go1erned 2y it, e1eryone can see how happy would 2e the results. But, it will 2e said, they will not. The la2orer will not wor4 unless compelled 2y want. He will ta4e ad1antage of e1ery necessity. *s soon as he gains a little independence of his employer he 2ecomes proud, arrogant and hostile. The employer will sei;e upon FK@NF

e1ery means to 4eep the wor4men dependent upon him, and to ma4e as much out of them as possi2le. "1ery inch of ground which la2or yields capital will occupy and intrench itself in it, and from its 1antage 2ring the la2orer into greater dependence and more a2Eect su2mission. But this is a mista4e. The history of the world testifies that when the minds of men are not em2ittered 2y intense hostility and their feelings outraged 2y cruel wrongs, they are ready to listen to calm, disinterested and Eudicious counsel. * man who employed a large num2er of la2orers in mining coal told me that he had ne1er 4nown an instance to fail of a calm and candid response when he had appealed to honora2le moti1es, as a man to man, 2oth of whom ac4nowledged a common humanity. There is a recent and most nota2le instance in this city of the happy effect of calm, disinterested and Eudicious counsel in settling difficulties 2etween employers and wor4men that were disastrous to 2oth. IWhen the mind is inflamed 2y passion men will not listen to reason. They 2ecome 2lind to their own interests and regardless of the interests of others. Diffic&lties are %ever settled (hile passio% ra es# They are %ever settled by co%flict# O%e party "ay be s&bd&ed by po(er) b&t the se%se of (ro% (ill re"ai%) the fire of passio% (ill sl&"ber ready to brea' o&t a ai% o% the first occasio%# But let the la2orer or the capitalist feel assured that the other party has no wish to ta4e any ad1antage, that there is a sincere desire and determination on 2oth sides to 2e Eust and pay due regard to their common interests, and all the conflict 2etween them would cease, as the wild wa1es of the ocean sin4 to calm when the winds are at rest. The la2orer and the capitalist ha1e a mutual and common interest. +either can permanently prosper without the prosperity of the other. They are parts of one 2ody. !f la2or is the arm, capital is the 2lood. #e1itali;e or waste the 2lood, and the arm loses its power. #estroy the arm, and the 2lood is useless. et each care for the other, and 2oth are 2enefited. Let each ta'e the 7olde% 1&le as a &ide, and all cause of hostility will 2e remo1ed, all conflict will cease, and they will go hand in hand to do their wor4 and reap their Eust reward.J

SSSSSSSS
!f you ha1e mastered the fundamentals upon which this lesson is 2ased, you understand why it is that no pu2lic spea4er can mo1e his audience or con1ince men of his argument unless he, himself, 2elie1es that which he is saying. (ou also understand why no salesman can con1ince his prospecti1e purchaser unless he has first con1inced himself of the merits of his goods. Throughout this entire course one particular principle has 2een emphasi;ed for the purpose of illustrating the truth that e1ery personality is the sum total of the indi1idual[s tho& hts and acts : that we come to resem2le the nature of our dominating tho& hts# Tho& ht is the only power that can systematically organi;e, accumulate and assem2le facts and materials according to a definite plan. * flowing ri1er can assem2le dirt and 2uild land, and a storm can gather and assem2le stic4s into a shapeless mass of de2ris, 2ut neither storms nor ri1er can thi%') therefore, the materials which they assem2le are not assem2led in organi;ed, definite form. -an, alone, has the power to transform his tho& hts into physical reality? man, alone, can dream and ma4e his dreams come true. -an has the power to create ideals and rise to their attainment. How did it happen that man is the only creature on earth that 4nows how to use the power of tho& ht+ !t IhappenedJ 2ecause man is the apeB of the pyramid of e1olution, the product of millions of years of struggle during which man has risen a2o1e the other creatures of the earth as the res&lt of his o(% tho& hts a%d their effects &po% hi"self# 3ust when, where and how the first rays of tho& ht 2egan to flow into man[s 2rain no one 4nows, 2ut we all 4now that thought is the power which distinguishes man from all other creatures? li4ewise, we FK@'F

all 4now that tho& ht is the power that has ena2led man to lift himself a2o1e all other creatures. +o one 4nows the limitations of the power of tho& ht, or whether or not it has any limitations. Whate1er man believes he can do he e1entually does. But a few generations 2ac4 the more imaginati1e writers dared to write of the Ihorseless carriage,J and lo< it 2ecame a reality and is now a common 1ehicle. Through the e1olutionary power of tho& ht the hopes and am2itious of one generation 2ecome a reality in the neBt. The power of tho& ht has 2een gi1en the dominating position throughout this course, for the reason that it 2elongs in that position. -an[s dominating position in the world is the direct result of tho& ht, and it must 2e this power that you, as an indi1idual, will use in the attainment of s&ccess, no matter what may 2e your idea of what represents s&ccess# (ou ha1e now arri1ed at the point at which you should ta4e in1entory of yourself for the purpose of ascertaining what Mualities you need to gi1e you a well 2alanced and rounded out personality. Fifteen maEor factors entered into the 2uilding of this course. *naly;e yourself carefully, with the assistance of one or more other persons if you feel that you need it, for the purpose of ascertaining in which of the fifteen factors of this course you are the wea4est, and then concentrate your efforts upon those particular lessons until you ha1e fully de1eloped those factors which they represent.

PERSONAL ANALYSIS SER,ICE

*s a student of this course you are entitled to a continuation of the author[s ser1ices for the purpose of ma4ing a complete Personal *nalysis that will indicate your general efficiency and your understanding of the Fifteen aws of Success. To a1ail yourself of this ser1ice you must fill out the Personal *nalysis 7uestionnaire, which accompanies the course, and mail it to the author, at the address shown on the 7uestionnaire. (ou will, in due time, recei1e a graphic chart diagram which will show you, at a glance, the percentage to which you are entitled in connection with each of the Fifteen aws. !t will 2e 2oth interesting and instructi1e to compare this analysis with the one which you, yourself, ha1e made, through the aid of the chart shown in esson One. The 7uestionnaire should not 2e filled out until after you ha1e read all the lessons of this course at least once. *nswer the Muestions correctly, and fran4ly, as near as you can. The data contained in your answers will 2e strictly confidential, and will 2e seen 2y no one eBcept the author of this philosophy. (our analysis will 2e in the nature of a signed report,which may 2e used to great ad1antage in the mar4eting of your personal ser1ices, if you wish so to use it. This analysis will 2e the same, in e1ery respect, as those for which the author made a charge of Q&H.@@ during the years he was engaged in research in connection with the organi;ation of this course, and it may, under some circumstances, 2e worth many times this amount to you, as similar analyses ha1e 2een to scores of people whom the author has ser1ed. +o charge is made for this analysis, as it is a part of the ser1ice to which each student of this course is entitled upon completion of the siBteen lessons and the payment of the nominal tuition fee charged for the course.

FK@%F

INDECISION An A te"+t!e+Lesson ,isit Wit! t!e A#t!o"

TIME(
P"oc"astination "o1s $o# o o--o"t#nit$. It is a si/ni icant act t!at no /"eat &eade" 2as e'e" 3no2n to -"oc"astinate. Yo# a"e o"t#nate i AMBITION d"i'es $o# into action4 ne'e" -e".ittin/ $o# to a&te" o" t#"n 1ac34 once $o# !a'e "ende"ed a DECISION to /o o"2a"d. Second 1$ second4 as t!e c&oc3 tic3s o t!e distance TIME is "#nnin/ a "ace 2it! YOU. De&a$ .eans de eat4 1eca#se no .an .a$ e'e" .a3e #- a second o &ost TIME. TIME is a .aste" 2o"3e" 2!ic! !ea&s t!e 2o#nds o ai&#"e and disa--oint.ent and "i/!ts a&& 2"on/s and t#"ns a&& .ista3es into ca-ita&4 1#t4 it a'o"s on&$ t!ose 2!o 3i&& o -"oc"astination and "e.ain in ACTION 2!en decisions a"e to .ade. Li e is a /"eat c!ec3e"+1oa"d. T!e -&a$e" o--osite $o# is TIME. I $o# !esitate $o# 2i&& 1e 2i-ed o t!e 1oa"d. I $o# 3ee- .o'in/ $o# .a$ 2in. T!e on&$ "ea& ca-ita& is TIME4 1#t it is ca-ita& on&$ 2!en #sed. Yo# .a$ 1e s!oc3ed i $o# 3ee- acc#"ate acco#nt o t!e TIME $o# 2aste in a sin/&e da$. Ta3e a &oo3 at t!e -ict#"e a1o'e i $o# 2is! to 3no2 t!e ate o a&& 2!o -&a$ ca"e&ess&$ 2it! TIME. TH" picture at top of pre1ious page Uactually is on this page nowV tells a true story of one of the chief causes of F*! U)"< One of the players is IT!-"J and the other is -r. *1erage -an? let us call him (OU. -o1e 2y mo1e Time has wiped off -r. *1erage -an[s men until he is finally cornered, where Time will get him, no matter which way he mo1es. !+#".!S!O+ has dri1en him into the corner.

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*s4 any well informed salesman and he will tell you that indecision is the outstanding wea4ness of the maEority of people. "1ery salesman is familiar with that time:worn ali2i, I! will thin4 it o1er,J which FK$@F

is the last trench:line of defense of those who ha1e not the courage to say either yes or no. i4e the player in the picture a2o1e, they cannot decide which way to mo1e. -eanwhile, Time forces them into a corner where they can6t mo1e. The great leaders of the world were men and women of Muic4 decision. /eneral /rant had 2ut little to commend him as an a2le /eneral eBcept the Muality of firm decision, 2ut this was sufficient to offset all of his wea4nesses. The whole story of his military success may 2e gathered from his reply to his critics when he said IWe will fight it out along these lines if it ta4es all summer.J When +apoleon reached a decision to mo1e his armies in a gi1en direction, he permitted nothing to cause him to change that decision. !f his line of march 2rought his soldiers to a ditch, dug 2y his opponents to stop him, he would gi1e the order to charge the ditch until it had 2een filled with dead men and horses sufficient to 2ridge it. The suspense of indecision dri1es millions of people to failure. * condemned man once said that the thought of his approaching eBecution was not so terrifying, once he had reached the decision in his own mind to accept the ine1ita2le. ac4 of decision is the chief stum2ling 2loc4 of all re1i1al meeting wor4ers. Their entire wor4 is to get men and women to reach a decision in their own minds to accept a gi1en religious tenet. Billy Sunday once said, I!ndecision is the de1il6s fa1orite tool.J

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*ndrew .arnegie 1isuali;ed a great steel industry, 2ut that industry would not 2e what it is today had he not reached a decision in his own mind to transform his 1ision into reality. 3ames 3. Hill saw, in his mind[s eye, a great transcontinental railway system, 2ut that railroad ne1er would ha1e 2ecome a reality had he not reached a decision to start the proEect. !magination, alone, is not enough to insure success. -illions of people ha1e imagination and 2uild plans that would easily 2ring them 2oth fame and fortune, 2ut those plans ne1er reach the #".!S!O+ stage. Samuel !nstil was an ordinary stenographer, in the employ of Thomas *. "dison. Through the aid of his imagination he saw the great commercial possi2ilities of electricity. But, he did more than see the possi2ilities : he reached a decision to transform the mere possi2ilities into realities, and today he is a multimillionaire electric light plant operator. #emosthenes was a poor /ree4 lad who had a strong desire to 2e a great pu2lic spea4er. +othing unusual a2out that? others ha1e IdesiredJ this and similar a2ility without li1ing to see their desires reali;ed. But, #emosthenes added #".!S!O+ to #"S!)", and, despite the fact that he was a stammerer he mastered this handicap and made himself one of the great orators of the world. -artin W. ittleton was a poor lad who ne1er saw the inside of a school house until he was past twel1e years of age. His father too4 him to hear a great lawyer defend a murderer, in one of the southern cities. The speech made such a profound impression on the lad[s mind that he gra22ed his father 2y the hand and said, IFather, one of these days ! am going to 2ecome the a2lest lawyer in *merica.J That was a #"F!+!T" #".!S!O+< Today -artin W. ittleton accepts no fee under QH@,@@@.@@, and it is said that he is 4ept 2usy all the time. He 2ecame an a2le lawyer 2ecause he reached a #".!S!O+ to do so. "dwin .. Barnes reached a #".!S!O+ in his own mind to 2ecome the partner of Thomas *. "dison. Handicapped 2y lac4 of schooling, without money to pay his railroad fare, and with no influential friends to introduce him to -r. "dison, young Barnes made his way to "ast Orange on a freight car and so thoroughly sold himself to -r. "dison that he got his opportunity which led to a partnership. Today, Eust FK$$F

twenty years since that decision was reached, -r. Barnes li1es at Bradenton, Florida, retired, with all the money he needs. -en of decision usually get all that they go after<

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Well within the memory of this writer a little group of men met at Wester1ille, Ohio, and organi;ed what they called the *nti:Saloon eague. Saloon men treated them as a Eo4e. People, generally, made fun of them. But, they had reached a decision. That decision was so pronounced that it finally dro1e the powerful saloon men into the corner. William Wrigley, 3r., reached a decision to de1ote his entire 2usiness career to the manufacture and sale of a fi1e:cent pac4age of chewing gum. He has made that decision 2ring him financial returns running into millions of dollars a year. Henry Ford reached a decision to manufacture and sell a popular priced automo2ile that would 2e within the means of all who wished to own it. That decision has made Ford the most powerful man on earth and 2rought tra1el opportunity to millions of people. *ll these men had two outstanding MualitiesO * #"F!+!T" PU)POS" and a firm #".!S!O+ to transform that purpose into reality.

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The man of #".!S!O+ gets that which he goes after, no matter how long it ta4es, or how difficult the tas4. *n a2le salesman wanted to meet a .le1eland 2an4er. The 2an4er would not see him. One morning this salesman waited near the 2an4er6s house until he saw him get into his automo2ile and start down town. Watching his opportunity, the salesman dro1e his own automo2ile into the 2an4er[s, causing slight damage to the automo2ile. * lighting from his own car, he handed the 2an4er his card, eBpressed regret on account of the damage done, 2ut promised the 2an4er a new car eBactly li4e the one that had 2een damaged. That afternoon a new car was deli1ered to the 2an4er, and out of that transaction grew a friendship that terminated, finally, in a 2usiness partnership which still eBists. The man of #".!S!O+ cannot 2e stopped< The man of !+#".!S!O+ cannot 2e started< Ta4e your own choice. IBehind him lay the gray *;ores, Behind the /ates of Hercules? Before him not the ghosts of shores? Before him only shoreless seas. The good mate saidO ]+ow must we pray, For lo< the 1ery stars are gone. Bra1e *dm[r[l, spea4? what shall ! sayL[ ]Why, sayOISail on and on<J[J When .olum2us 2egan his famous 1oyage he made one of the most far:reaching #".!S!O+S in the history of man4ind. Had he not remained firm on that decision the freedom of *merica, as we 4now it today, would ne1er ha1e 2een 4nown. Ta4e notice of those a2out you and o2ser1e this significant fact : TH*T TH" SU.."SSFU -"+ *+# WO-"+ *)" THOS" WHO )"*.H #".!S!O+S 7U!.> ( *+# TH"+ ST*+# F!)- ( B( THOS" #".!S!O+S *FT") TH"( *)" -*#". FK$&F

!f you are one of those who ma4e up their minds today and change them again to morrow you are doomed to failure . !f you are not sure which way to mo1e it is 2etter to shut your eyes and mo1e in the dar4 than to remain still and ma4e no mo1e at all. The world will forgi1e you if you ma4e mista4es, 2ut it will ne1er forgi1e you if you ma4e no #".!S!O+S, 2ecause it will ne1er hear of you outside of the community in which you li1e. +o matter who you are or what may 2e your lifewor4, you are playing chec4ers with T!-"< !t is always your neBt mo1e. -o1e with Muic4 #".!S!O+ and Time will fa1or you. Stand still and Time will wipe you off the 2oard. (ou cannot always ma4e the right mo1e, 2ut, if you ma4e enough mo1es you may ta4e ad1antage of the law of a1erages and pile up a credita2le score 2efore the great game of !F" is ended.

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