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x x 




1 LAW OF „ 



X X 

U Teaching, for the First Time in the U 

y History of the World, the True Philos- y 

ophy upon which all Personal Success 

* is Built. * 


n n 

* 1928 * 






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Copyright, 1928, by 

All Rights Reserved 

Printed in the U.S.A. 

General Introduction 
to the 



By Napoleon Hill 

Dedicated to 


Who suggested the writing of the course, 
and to 


Whose astounding achievements form the 
foundation for practically all of the Six- 
teen Lessons of the course, and to 


A business associate of Thomas A. Edison, 
whose close personal friendship over a 
period of more than fifteen years served to 
help the author "carry on" in the face of a 
great variety of adversities and much 
temporary defeat met with in organizing 
the course. 

WHO said it 
could not be done? 
And what great 
victories has he to 
his credit which 
qualify him to judge 
others accurately? 

- Napoleon Hill. 



Some thirty years ago a young clergyman by the 
name of Gunsaulus announced in the newspapers of 
Chicago that he would preach a sermon the 
following Sunday morning entitled: 



The announcement caught the eye of Philip D. 
Armour, the wealthy packing-house king, who 
decided to hear the sermon. 

In his sermon Dr. Gunsaulus pictured a great 
school of technology where young men and young 
women could be taught how to succeed in life by 
developing the ability to THINK in practical rather 
than in theoretical terms; where they would be 
taught to "learn by doing." "If I had a million 
dollars," said the young preacher, "I would start 
such a school." 

After the sermon was over Mr. Armour walked 
down the aisle to the pulpit, introduced himself, and 
said, "Young man, I believe you could do all you 
said you could, and if you will come down to my 
office tomorrow morning I will give you the million 
dollars you need." 

There is always plenty of capital for those who 
can create practical plans for using it. 

That was the beginning of the Armour Institute of 
Technology, one of the very practical schools of the 
country. The school was born in the "imagination" 
of a young man who never would have been heard of 
outside of the community in which he preached had 
it not been for the "imagination," plus the capital, of 
Philip D. Armour. 

Every great railroad, and every outstanding 
financial institution and every mammoth business 

enterprise, and every great invention, began in the 
imagination of some one person. 

F. W. Woolworth created the Five and Ten Cent 
Store Plan in his "imagination" before it became a 
reality and made him a multimillionaire. 

Thomas A. Edison created the talking machine 
and the moving picture machine and the 
incandescent electric light bulb and scores of other 
useful inventions, in his own "imagination," before 
they became a reality. 

During the Chicago fire scores of merchants 
whose stores went up in smoke stood near the 
smoldering embers of their former places of 
business, grieving over their loss. Many of them 
decided to go away into other cities and start over 
again. In the group was Marshall Field, who saw, in 
his own "imagination," the world's greatest retail 
store, standing on the selfsame spot where his 
former store had stood, which was then but a ruined 
mass of smoking timbers. That store became a 

Fortunate is the young man or young woman who 
learns, early in life, to use imagination, and doubly 
so in this age of greater opportunity. 

Imagination is a faculty of the mind which can be 
cultivated, developed, extended and broadened by 
use. If this were not true, this course on the Fifteen 
Laws of Success never would have been created, 
because it was first conceived in the author's 
"imagination," from the mere seed of an idea which 
was sown by a chance remark of the late Andrew 

Wherever you are, whoever you are, whatever you 
may be following as an occupation, there is room 
for you to make yourself more useful, and in that 
manner more productive, by developing and using 
your "imagination." 

Success in this world is always a matter of 
individual effort, yet you will only be deceiving 
yourself if you believe that you can succeed without 

the co-operation of other people. Success is a matter 
of individual effort only to the extent that each 
person must decide, in his or her own mind, what is 
wanted. This involves the use of "imagination." 
From this point on, achieving success is a matter of 
skillfully and tactfully inducing others to co- 

Before you can secure co-operation from others; 
nay, before you have the right to ask for or expect 
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, THE HABIT 
should have your serious and thoughtful attention. 

The law upon which this lesson is based, would, 
of itself, practically insure success to all who 
practice it in all they do. 

In the back pages of this Introduction you will 
observe a Personal Analysis Chart in which ten well 
known men have been analyzed for your study and 
comparison. Observe this chart carefully and note 
the "danger points" which mean failure to those who 
do not observe these signals. Of the ten men 
analyzed eight are known to be successful, while 
two may be considered failures. Study, carefully, 
the reason why these two men failed. 

Then, study yourself. In the two columns which 
have been left blank for that purpose, give yourself 
a rating on each of the Fifteen Laws of Success at 
the beginning of this course; at the end of the course 
rate yourself again and observe the improvements 
you have made. 

The purpose of the Law of Success course is to 
enable you to find out how you may become more 
capable in your chosen field of work. To this end 
you will be analyzed and all of your qualities 
classified so you may organize them and make the 
best possible use of them. 

You may not like the work in which you are now 

There are two ways of getting out of that work. 
One way is to take but little interest in what you are 
doing, aiming merely to do enough with which to 
"get by." Very soon you will find a way out, 
because the demand for your services will cease. 

The other and better way is by making yourself so 
useful and efficient in what you are now doing that 
you will attract the favorable attention of those who 
have the power to promote you into more 
responsible work that is more to your liking. 

It is your privilege to take your choice as to 
which way you will proceed. 

Again you are reminded of the importance of 
Lesson Nine of this course, through the aid of which 
you may avail yourself of this "better way" of 
promoting yourself. 

Thousands of people walked over the great 
Calumet Copper Mine without discovering it. Just 
one lone man used his "imagination," dug down into 
the earth a few feet, investigated, and discovered 
the richest copper deposit on earth. 

You and every other person walk, at one time or 
another, over your "Calumet Mine." Discovery is a 
matter of investigation and use of "imagination." 
This course on the Fifteen Laws of Success may 
lead the way to your "Calumet," and you may be 
surprised when you discover that you were standing 
right over this rich mine, in the work in which you 
are now engaged. In his lecture on "Acres of 
Diamonds," Russell Conwell tells us that we need 
not seek opportunity in the distance; that we may 
find it right where we stand! THIS IS A TRUTH 

Author of the Law of Success. 

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-work of over one hundred men and women who 
have achieved unusual success in their respective 

The author of the course has been more than 
twenty years in gathering, classifying, testing and 
organizing the Fifteen Laws upon which the course is 
based. In his labor he has received valuable assistance 
either in person or by studying the life-work of the 
following men: 

Henry Ford Edward Bok 

Thomas A. Edison Cyrus H. K. Curtis 

Harvey S. Firestone George W. Perkins 

John D. Rockefeller Henry L. Doherty 

Charles M. Schwab George S. Parker 

Woodrow Wilson Dr. C. O. Henry 

Darwin P. Kingsley General Rufus A. Ayers 

Wm. Wrigley, Jr. Judge Elbert H. Gary 

A. D. Lasker William Howard Taft 

E. A. Filene Dr. Elmer Gates 

James J. Hill John W. Davis 


Captain George M. Alex- 
ander (To whom the 
author was formerly 
an assistant) 

Hugh Chalmers 

Dr. E. W. Strickler 

Edwin C. Barnes 

Robert L. Taylor 

(Fiddling Bob) 

George Eastman 

E. M. Statler 

Andrew Carnegie 

John Wanamaker 

Marshall Field 

Samuel Insul 

F.W. Woolworth 

Judge Daniel T. Wright 
(One of the author's 
law instructors) 

Elbert Hubbard 

Luther Burbank 

O. H. Harriman 

John Burroughs 

E. H. Harriman 

Charles P. Steinmetz 

Frank Vanderlip 

Theodore Roosevelt 

Wm. H. French 
Dr. Alexander Graham Bell 
(To whom the author 
owes credit for most of 
Lesson One). 
Of the men named, perhaps Henry Ford and 
Andrew Carnegie should be acknowledged as having 
contributed most toward the building of this course, 
for the reason that it was Andrew Carnegie who first 
suggested the writing of the course and Henry Ford 
whose life-work supplied much of the material out of 
which the course was developed. 

Some of these men are now deceased, but to those 
who are still living the author wishes to make here 
grateful acknowledgment of the service they have 
rendered, without which this course never could have 
been written. 

The author has studied the majority of these men 
at close range, in person. With many of them he 
enjoys, or did enjoy before their death, the privilege 
of close personal friendship which enabled him to 


gather from their philosophy facts that would not have 
been available under other conditions. 

The author is grateful for having enjoyed the 
privilege of enlisting the services of the most 
powerful men on earth, in the building of the Law of 
Success course. That privilege has been remuneration 
enough for the work done, if nothing more were ever 
received for it. 

These men have been the back-bone and the 
foundation and the skeleton of American business, 
finance, industry and statesmanship. 

The Law of Success course epitomizes the 
philosophy and the rules of procedure which made 
each of these men a great power in his chosen field of 
endeavor. It has been the author's intention to present 
the course in the plainest and most simple terms 
available, so it could be mastered by very young men 
and young women, of the high-school age. 

With the exception of the psychological law 
referred to in Lesson One as the "Master Mind," the 
author lays no claim to having created anything 
basically new in this course. What he has done, 
however, has been to organize old truths and known 
laws into PRACTICAL, USABLE FORM, where they 
may be properly interpreted and applied by the 
workaday man whose needs call for a philosophy of 

In passing upon the merits of the Law of Success 
Judge Elbert H. Gary said: "Two outstanding features 
connected with the philosophy impress me most. One 
is the simplicity with which it has been presented, and 
the other is the fact that its soundness is so obvious to 
all that it will be immediately accepted." 

The student of this course is warned against 


passing judgment upon it before having read the entire 
sixteen lessons. This especially applies to this 
Introduction, in which it has been necessary to include 
brief reference to subjects of a more or less technical 
and scientific nature. The reason for this will be 
obvious after the student has read the entire sixteen 

The student who takes up this course with an 
open mind, and sees to it that his or her mind remains 
"open" until the last lesson shall have been read, will 
be richly rewarded with a broader and more accurate 
view of life as a whole. 


Contents of This Introductory Lesson 

1. POWER what it is and how to create and use it. 

2. CO-OPERATION-the psychology of co-operative 
effort and how to use it constructively. 

3. THE MASTER MIND-how it is created through 
harmony of purpose and effort, between two or 
more people. 

HARVEY S. FIRESTONE-the secret of their 
power and wealth. 

5. THE "BIG SIX" how they made the law of the 
"Master Mind" yield them a profit of more than 
$25,000,000.00 a year. 

6. IMAGINATION-how to stimulate it so that it 
will create practical plans and new ideas. 

7. TELEPATHY-how thought passes from one mind 
to another through the ether. Every brain both a 
broadcasting and a receiving station for thought. 

"sense" or "tune in" on the thoughts of their 

9. VIBRATION-described by Dr. Alexander 
Graham Bell, inventor of the Long Distance 

10. AIR and ETHER how they carry vibrations. 

11. HOW and WHY ideas "flash" into the mind from 
unknown sources. 


12. HISTORY of the Law of Success Philosophy, 
covering a period of over twenty-five years of 
scientific research and experimentation. 

13. JUDGE ELBERT H. GARY reads, approves and 
adopts the Law of Success course. 

14. ANDREW CARNEGIE responsible for beginning 
of Law of Success course. 

15. LAW OF SUCCESS TRAINING-helps group of 
salespeople earn $1,000,000.00. 

16. SO-CALLED "SPIRITUALISM" explained. 

17. ORGANIZED EFFORT the source of all power. 

18. HOW TO ANALYZE yourself. 

19. HOW A SMALL FORTUNE was made from an 
old, worked-out, worthless (?) farm. 

20. THERE'S A GOLD MINE in your present 
occupation if you will follow directions and dig 
for it. 

development of any practical idea or plan you 
may create. 

22. SOME REASONS why people fail. 

23. WHY HENRY FORD is the most powerful man 
on earth, and how others may use the principles 
which give him his power. 

24. WHY SOME PEOPLE antagonize others without 
knowing it. 

25. THE EFFECT of sexual contact as a mind 
stimulant and health builder. 

26. WHAT happens in the religious orgy known as 
the "revival." 

27. WHAT we have learned from "Nature's Bible." 

28. CHEMISTRY of the mind; how it will make or 
destroy you. 


29. WHAT is meant by the "psychological moment" 
in Salesmanship. 

30. THE MIND becomes devitalized-how to 
"recharge" it. 

31. THE VALUE and meaning of harmony in all 
cooperative effort. 

32. OF WHAT do Henry Ford's assets consist? The 

33. THIS IS THE AGE of mergers and highly 
organized co-operative effort. 

34. WOODROW WILSON had in mind the law of the 
"Master Mind" in his plan for a League of 

35. SUCCESS is a matter of tactful negotiation with 
other people. 

36. EVERY HUMAN BEING possesses at least two 
distinct personalities; one destructive and one 

37. EDUCATION generally misunderstood to mean 
instruction or memorizing of rules. It really 
means development from within, of the human 
mind, through unfoldment and use. 

38. TWO METHODS of gathering knowledge, 
through personal experience and by assimilating 
the knowledge gained through experience by 

39. PERSONAL ANALYSIS of Henry Ford, 
Benjamin Franklin, George Washington, 
Abraham Lincoln, Theodore Roosevelt, Wm. 
Howard Taft, Woodrow Wilson, Napoleon 
Bonaparte, Calvin Coolidge and Jesse James. 

40. AUTHOR'S "After-the-Lesson Visit." 


TIME is 

a Master 

Worker that 

heals the 

wounds of 


defeat, and equalizes the 


and rights 

the wrongs o 

f the world. 

There is 



with time! 



Lesson One 


"You Can Do It if You Believe You Can!" 

THIS is a course on the fundamentals of Success. 

Success is very largely a matter of adjusting one's 
self to the ever-varying and changing environments of 
life, in a spirit of harmony and poise. Harmony is 
based upon understanding of the forces constituting 
one's environment; therefore, this course is in reality 
a blueprint that may be followed straight to success, 
because it helps the student to interpret, understand 
and make the most of these environmental forces of 

Before you begin reading the Law of Success 
lessons you should know something of the history of 
the course. You should know exactly what the course 
promises to those who follow it until they have 
assimilated the laws and principles upon which it is 
based. You should know its limitations as well as its 
possibilities as an aid in your fight for a place in the 

From the viewpoint of entertainment the Law of 
Success course would be a poor second for most any 


of the monthly periodicals of the "Snappy Story" 
variety which may be found upon the news stands of 

The course has been created for the serious- 
minded person who devotes at least a portion of his or 
her time to the business of succeeding in life. The 
author of the Law of Success course has not intended 
to compete with those who write purely for the 
purpose of entertaining. 

The author's aim, in preparing this course, has 
been of a two-fold nature, namely, first-to help the 
earnest student find out what are his or her 
weaknesses, and, secondly-to help create a DEFINITE 
PLAN for bridging those weaknesses. 

The most successful men and women on earth 
have had to correct certain weak spots in their 
personalities before they began to succeed. The most 
outstanding of these weaknesses which stand between 
men and women and success are INTOLERANCE, 

All of these common enemies of mankind, and 
many more not here mentioned, are covered by the 
Law of Success course in such a manner that any 
person of reasonable intelligence may master them 
with but little effort or inconvenience. 

You should know, at the very outset, that the Law 
of Success course has long since passed through the 
experimental state; that it already has to its credit a 
record of achievement that is worthy of serious 


thought and analysis. You should know, also, that the 
Law of Success course has been examined and 
endorsed by some of the most practical minds of this 

The Law of Success course was first used as a 
lecture, and was delivered by its author in practically 
every city and in many of the smaller localities, 
throughout the United States, over a period of more 
than seven years. Perhaps you were one of the many 
hundreds of thousands of people who heard this 

During 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 exactly what 
effect it had upon people. As a result of this study and 
analysis many changes were made. 

The first big victory was gained for the Law of 
Success philosophy when it was used by the author as 
the basis of a course with which 3,000 men and 
women were trained as a sales army. The majority of 
these people were without previous experience, of any 
sort, in the field of selling. Through this training they 
were enabled to earn more than One Million Dollars 
($1,000,000.00) for themselves and paid the author 
$30,000.00 for his services, covering a period of 
approximately six months. 

The individuals and small groups of salespeople 
who have found success through the aid of this course 
are too numerous to be mentioned in this Introduction, 
but the number is large and the benefits they derived 
from the course were definite. 

The Law of Success philosophy was brought to 


the attention of the late Don R. Mellett, former 
publisher of the Canton (Ohio) Daily News, who 
formed a partnership with the author of the course and 
was preparing to resign as publisher of the Canton 
Daily News and take up the business management of 
the author's affairs when he was assassinated on July 
16, 1926. 

Prior to his death Mr. Mellett had made 
arrangements with judge Elbert H. Gary, who was then 
Chairman of the Board of the United States Steel 
Corporation, to present the Law of Success course to 
every employee of the Steel Corporation, at a total 
cost of something like $150,000.00. This plan was 
halted because of judge Gary's death, but it proves 
that the author of the Law of Success has produced an 
educational plan of an enduring nature. Judge Gary 
was eminently prepared to judge the value of such a 
course, and the fact that he analyzed the Law of 
Success philosophy and was preparing to invest the 
huge sum of $150,000.00 in it is proof of the 
soundness of all that is said in behalf of the course. 

You will observe, in this General Introduction to 
the course, a few technical terms which may not be 
plain to you. Do not allow this to bother you. Make no 
attempt at first reading to understand these terms. 
They will be plain to you after you read the remainder 
of the course. This entire Introduction is intended 
only as a background for the other fifteen lessons of 
the course, and you should read it as such. You will 
not be examined on this Introduction, but 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 
previous readings. 


In this Introduction you will find a description of 
a newly discovered law of psychology which is the 
very foundation stone of all outstanding personal 
achievements. This law has been referred to by the 
author as the "Master Mind," meaning a mind that is 
developed through the harmonious co-operation of two 
or more people who ally themselves for the purpose of 
accomplishing any given task. 

If you are engaged in the business of selling you 
may profitably experiment with this law of the 
"Master Mind" in your daily work. It has been found 
that a group of six or seven salespeople may use the 
law so effectively that their sales may be increased to 
unbelievable proportions. 

Life Insurance is supposed to be the hardest thing 
on earth to sell. This ought not to be true, with an 
established necessity such as life insurance, but it is. 
Despite this fact, a small group of men working for 
the Prudential Life Insurance Company, whose sales 
are mostly small policies, formed a little friendly 
group for the purpose of experimenting with the law 
of the "Master Mind," with the result that every man 
in the group wrote more insurance during the first 
three months of the experiment than he had ever 
written in an entire year before. 

What may be accomplished through the aid of this 
principle, by any small group of intelligent life- 
insurance salesmen who have learned how to apply the 
law of the "Master Mind" will stagger the imagination 
of the most highly optimistic and imaginative person. 

The same may be said of other groups of 
salespeople who are engaged in selling merchandise 




Napoleon Hill. 


and other more tangible forms of service than life 
insurance. Bear this in mind as you read this 
Introduction to the Law of Success course and it is not 
unreasonable to expect that this Introduction, alone, 
may give you sufficient understanding of the law to 
change the entire course of your life. 

It is the personalities back of a business which 
determine the measure of success the business will 
enjoy. Modify those personalities so they are more 
pleasing and more attractive to the patrons of the 
business and the business will thrive. In 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 business than any 
of the others, and the reason for this is that back of 
that store is a man, or men, who has attended to the 
personalities of those who come in contact with the 
public. People buy personalities as much as 
merchandise, and it is a question if they are not 
influenced more by the personalities with which they 
come in contact than they are by the merchandise. 

Life insurance has been reduced to such a 
scientific basis that the cost of insurance does not 
vary to any great extent, regardless of the company 
from which one purchases it, yet out of the hundreds 
of life insurance companies doing business less than a 
dozen companies do the bulk of the business of the 
United States. 

Why? Personalities! Ninety-nine people out of 
every hundred who purchase life insurance policies do 
not know 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 knows the value of cultivating such a 

Your business in life, or at least the most 
important part of it, is to achieve success. Success, 
within the meaning of that term as covered by this 
course on the Fifteen Laws of Success, is "the 
attainment of your Definite Chief Aim without 
violating the rights of other people." Regardless of 
what your major aim in life may be, you will attain it 
with much less difficulty after you learn how to 
cultivate a pleasing personality and after you have 
learned the delicate art of allying yourself with others 
in a given undertaking without friction or envy. 

One of the greatest problems 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 destructive effects of 
disagreement and friction which bring millions of 
people to misery, want and failure every year. 

With this statement of the purpose of the course 
you should be able to approach the lessons with the 
feeling that a complete transformation is about to take 
place in your personality. 

You cannot enjoy outstanding success in life 
without power, and you can never enjoy power without 
sufficient personality to influence other people to 
cooperate with you in a spirit of harmony. This course 
shows you step by step how to develop such a 

Lesson by lesson, the following is a statement of 


that which you may expect to receive from the Fifteen 
Laws of Success: 

I. A DEFINITE CHIEF AIM will teach you how 
to save the wasted effort which the majority 
of people expend in trying to find their 
lifework. This lesson will show you how to 
do away forever with aimlessness and fix 
your heart and hand upon some definite, well 
conceived purpose as a life-work. 

II. SELF-CONFIDENCE will help you master 
the six basic fears with which every person is 
cursed-the fear of Poverty, the fear of 111 
Health, the fear of Old Age, the fear of 
Criticism, the fear of Loss of Love of 
Someone and the fear of Death. It will teach 
you the difference between egotism and real 
self-confidence which is based upon definite, 
usable knowledge. 

III. HABIT OF SAVING will teach you how to 
distribute your income systematically so that 
a definite percentage of it will steadily 
accumulate, thus forming one of the greatest 
known sources of personal power. No one 
may succeed in life without saving money. 
There is no exception to this rule, and no one 
may escape it. 

you how to become a leader instead of a 
follower in your chosen field of endeavor. It 
will develop in you the instinct for 
leadership which will cause you gradually to 
gravitate to the top in all undertakings in 
which you participate. 


V. IMAGINATION will stimulate your mind so 
that you will conceive new ideas and develop 
new plans which will help you in attaining 
the object of your Definite Chief Aim. This 
lesson will teach you how to "build new 
houses out of old stones," so to speak. It will 
show you how to create new ideas out of old, 
well known concepts, and how to put old 
ideas to new uses. This one lesson, alone, is 
the equivalent of a very practical course in 
salesmanship, and it is sure to prove a 
veritable gold mine of knowledge to the 
person who is in earnest. 

VI. ENTHUSIASM will enable you to "saturate" 
all with whom you come in contact with 
interest in you and in your ideas. Enthusiasm 
is the foundation of a Pleasing Personality, 
and you must have such a personality in 
order to influence others to co-operate with 

VII. SELF-CONTROL is the "balance wheel" 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 
become "the master of your fate, the Captain 
of your Soul." 

FOR is one of the most important lessons of 
the Law of Success course. It will teach you 
how to take advantage of the Law of 
Increasing Returns, which will eventually 
insure you a return in money far out of 
proportion to the service you render. No one 
may become a real leader in any walk of life 


without practicing the habit of doing more 
work and better work than that for which he 
is paid. 

IX. PLEASING PERSONALITY is the "fulcrum" 
on which you must place the "crow-bar" of 
your efforts, and when so placed, with 
intelligence, it will enable you to remove 
mountains of obstacles. This one lesson, 
alone, has made scores of Master Salesmen. 
It has developed leaders over night. It will 
teach you how to transform your personality 
so that you may adapt yourself to any 
environment, or to any other personality, in 
such a manner that you may easily dominate. 

X. ACCURATE THINKING is one of the 
important foundation stones of all enduring 
success. This lesson teaches you how to 
separate "facts" from mere "information." It 
teaches you how to organize known facts into 
two classes: the "important" and the 
"unimportant." It teaches you how to 
determine what is an "important" fact. It 
teaches you how to build definite working 
plans, in the pursuit of any calling, out of 

XI. CONCENTRATION teaches you how to focus 
your attention upon one subject at a time 
until you have worked out practical plans for 
mastering that subject. It will teach you how 
to ally yourself with others in such a manner 
that you may have the use of their entire 
knowledge to back you up in your own plans 
and purposes. It will give you a practical 
working knowledge of the forces around you, 
and show you how to harness and use these 


If you must slander 
someone don't speak it- 

but write it - write it in 

the sand, near the water's 


- Napoleon Hill. 


forces in furthering your own interests. 

XII. CO-OPERATION will teach you the value of 
team-work in all you do. In this lesson you 
will be taught how to apply the law of the 
"Master Mind" described in this Introduction 
and in Lesson 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, jealousy, strife, envy and 
cupidity will be eliminated. You will learn 
how to make use of all that other people have 
learned about the work in which you are 

how to make stepping stones out of all of 
your past and future mistakes and failures. It 
will teach you the difference between 
"failure" and "temporary defeat," a difference 
which is very great and very important. It 
will teach you how to profit by your own 
failures and by the failures of other people. 

XIV. TOLERANCE will teach you how to avoid 
the disastrous effects of racial and religious 
prejudices which mean defeat for millions of 
people who permit themselves to become 
entangled in foolish argument over these 
subjects, thereby poisoning their own minds 
and closing the door to reason and 
investigation. This lesson is the twin sister of 
the one on ACCURATE THOUGHT, for the 
reason that no one may become an Accurate 
Thinker without practicing tolerance. 
Intolerance closes the book of Knowledge 
and writes on the cover, "Finis! I have 


learned it all!" Intolerance makes enemies of 
those who should be friends. It destroys 
opportunity and fills the mind with doubt, 
mistrust and prejudice. 
teach you how to make use of this great 
universal law of human conduct in such a 
manner that you may easily get harmonious 
co-operation from any individual or group of 
individuals. Lack of understanding of the law 
upon which the Golden Rule philosophy is 
based is one of the major causes of failure of 
millions of people who remain in misery, 
poverty and want all their lives. This lesson 
has nothing whatsoever to do with religion in 
any form, nor with sectarianism, nor have 
any of the other lessons of this course on the 
Law of Success. 

When you have mastered these Fifteen Laws and 
made them your own, as you may do within a period 
of from fifteen to thirty weeks, you will be ready to 
develop sufficient personal power to insure the 
attainment of your Definite Chief Aim. 

The purpose of these Fifteen Laws is to develop or 
help you organize all the knowledge you have, and all 
you acquire in the future, so you may turn this 
knowledge into POWER. 

You should read the Law of Success course with a 
note-book by your side, for you will observe that 
ideas will begin to "flash" into your mind as you read, 
as to ways and means of using these laws in advancing 
your own interests. 

You should also begin teaching these laws to those 


in whom you are most interested, as it is a well known 
fact that the more one tries to teach a subject the more 
he learns about that subject. A man who has a family 
of young boys and girls may so indelibly fix these 
Fifteen Laws of Success in their minds that this 
teaching will change the entire course of their lives. 
The man with a family should interest his wife in 
studying this course with him, for reasons which will 
be plain before you complete reading this 

POWER is one of the three basic objects of human 

POWER is of two classes-that which is developed 
through co-ordination of natural physical laws, and 
that which is developed by organizing and classifying 

POWER growing out of organized knowledge is the 
more important because it places in man's possession a 
tool with which he may transform, redirect and to 
some extent harness and use the other form of power. 

The object of this reading course is to mark the 
route by which the student may safely travel in 
gathering such facts as he may wish to weave into his 
fabric of KNOWLEDGE. 

There are two major methods of gathering 
knowledge, namely, by studying, classifying and 
assimilating facts which have been organized by other 
people, and through one's own process of gathering, 
organizing and classifying facts, generally called 
"personal experience." 

This lesson deals mainly with the ways and means of 
studying the facts and data gathered and classified by 
other people. 


The state of advancement known as "civilization" 
is but the measure of knowledge which the race has 
accumulated. This knowledge is of two classes - 
mental and physical. 

Among the useful knowledge organized by man, 
he has discovered and catalogued the eighty-odd 
physical elements of which all material forms in the 
universe consist. 

By study and analysis and accurate measurements 
man has discovered the "bigness" of the material side 
of the universe as represented by planets, suns and 
stars, some of which are known to be over ten million 
times as large as the little earth on which he lives. 

On the other hand, man has discovered the 
"littleness" of the physical forms which constitute the 
universe by reducing the eighty-odd physical elements 
to molecules, atoms, and, finally, to the smallest 
particle, the electron. An electron cannot be seen; it is 
but a center of force consisting of a positive or a 
negative. The electron is the beginning of everything 
of a physical nature. 

understand both the detail and the perspective of the 
process through which knowledge is gathered, 
organized and classified, it seems essential for the 
student to begin with the smallest and simplest 
particles of physical matter, because these are the A B 
C's with which Nature has constructed the entire 
frame-work of the physical portion of the universe. 

The molecule consists of atoms, which are said to 
be little invisible particles of matter revolving 
continuously with the speed of lightning, on exactly 


the same principle that the earth revolves around the 

These little particles of matter known as atoms, 
which revolve in one continuous circuit, in the 
molecule, are said to be made up of electrons, the 
smallest particles of physical matter. As already 
stated, the electron is nothing but two forms of force. 
The electron is uniform, of but one class, size and 
nature; thus in a grain of sand or a drop of water the 
entire principle upon which the whole universe 
operates is duplicated. 

How marvelous! How stupendous! You may 
gather some slight idea of the magnitude of it all the 
next time you eat a meal, by remembering that every 
article of food you eat, the plate on which you eat it, 
the tableware and the table itself are, in final analysis, 
but a collection of ELECTRONS. 

In the world of physical matter, whether one is 
looking at the largest star that floats through the 
heavens or the smallest grain of sand to be found on 
earth, the object under observation is but an organized 
collection of molecules, atoms and electrons revolving 
around one another at inconceivable speed. 

Every particle of physical matter is in a 
continuous state of highly agitated motion. Nothing is 
ever still, although nearly all physical matter may 
appear, to the physical eye, to be motionless. There is 
no "solid" physical matter. The hardest piece of steel 
is but an organized mass of revolving molecules, 
atoms and electrons. Moreover, the electrons in a 
piece of steel are of the same nature, and move at the 
same rate of speed as the electrons in gold, silver, 
brass or pewter. 

The eighty-odd forms of physical matter appear to 
be different from one another, and they are different, 


Don't be afraid of a 

little opposition. Remem- 

ber that the "Kite" of 

Success generally rises 

AGAINST the wind of 

Adversity - not with it! 


because they are made up of different combinations of 
atoms (although the electrons in these atoms are 
always the same, except that some electrons are 
positive and some are negative, meaning that some 
carry a positive charge of electrification while others 
carry a negative charge). 

Through the science of chemistry, matter may be 
broken up into atoms which are, within themselves, 
unchangeable. The eighty-odd elements are created 
through and by reason of combining 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 

"Add four electrons (two positive and two 
negative) to the hydrogen atom, and you have the 
element lithium; knock out of the lithium atom 
(composed of three positive and three negative 
electrons) one positive and one negative electron, and 
you have one atom of helium (composed of two 
positive and two negative electrons) 

Thus it may be seen that the eighty-odd physical 
elements of the universe differ from one another only 
in the number of electrons composing their atoms, and 
the number and arrangement of those atoms in the 
molecules of each element. 

As an illustration, an atom of mercury contains 
eighty positive charges (electrons) in its nucleus, and 
eighty negative outlying charges (electrons). If the 
chemist were to expel two of its positive electrons it 
would instantly become the metal known as platinum. 
If the chemist could then go a step further and take 
from it a negative ("planetary") electron, the mercury 
atom would then have lost two positive electrons and 


one negative; that is, one positive charge on the 
whole; hence it would retain seventy-nine positive 
charges in the nucleus and seventy-nine outlying 
negative electrons, thereby becoming GOLD ! 

The formula through which this electronic change 
might be produced has been the object of diligent 
search by the alchemists all down the ages, and by the 
modern chemists of today. 

It is a fact known to every chemist that literally 
tens of thousands of synthetic substances may be 
composed out of only four kinds of atoms, viz.: 
hydrogen, oxygen, nitrogen and carbon. 

"Differences in the number of electrons in atoms 
confer upon them qualitative (chemical) differences, 
though all atoms of any one element are chemically 
alike. Differences in the number and spacial 
arrangement of these atoms (in groups of molecules) 
constitute both physical and chemical differences in 
substances, i.e., in compounds. Quite different 
substances are produced by combinations of precisely 
the same kinds of atoms, but in different proportions. 

"Take from a molecule of certain substances one 
single atom, and they may be changed from a 
compound necessary to life and growth into a deadly 
poison. Phosphorus is an element, and thus contains 
but one kind of atoms; but some phosphorus is yellow 
and some is red, varying with the spacial distribution 
of the atoms in the molecules composing the 

It may be stated as a literal truth that the atom is 
the universal particle with which Nature builds all 
material forms, from a grain of sand to the largest star 
that floats through space. The atom is Nature's 


"building block" out of which she erects an oak tree or 
a pine, a rock of sandstone or granite, a mouse or an 

Some of the ablest thinkers have reasoned that the 
earth on which we live, and every material particle on 
the earth, began with two atoms which attached 
themselves to each other, and through hundreds of 
millions of years of flight through space, kept 
contacting and accumulating other atoms until, step by 
step, the earth was formed. This, they point out, would 
account for the various and differing strata of the 
earth's substances, such as the coal beds, the iron ore 
deposits, the gold and silver deposits, the copper 
deposits, etc. 

They reason that, as the earth whirled through 
space, it contacted groups of various kinds of nebulae, 
or atoms, which it promptly appropriated, through the 
law of magnetic attraction. There is much to be seen, 
in the earth's surface composition, to support this 
theory, although there may be no positive evidence of 
its soundness. 

These facts concerning the smallest analyzable 
particles of matter have been briefly referred to as a 
starting point from which we shall undertake to 
ascertain how to develop and apply the law of 

It has been noticed that all matter is in a constant 
state of vibration or motion; that the molecule is made 
up of rapidly moving particles called atoms, which, in 
turn, are made up of rapidly moving particles called 

particle of matter there is an invisible "fluid" or 


force which causes the atoms to circle around one 
another at an inconceivable rate of speed. 

This "fluid" is a form of energy which has never 
been analyzed. Thus far it has baffled the entire 
scientific world. By many scientists it is believed to 
be the same energy as that which we call electricity. 
Others prefer to call it vibration. It is believed by 
some investigators that the rate of speed with which 
this force (call it whatever you will) moves 
determines to a large extent the nature of the outward 
visible appearance of the physical objects of the 

One rate of vibration of this "fluid energy" causes 
what is known as sound. The human ear can detect 
only the sound which is produced through from 32,000 
to 38,000 vibrations per second. 

As the rate of vibrations per second increases 
above that which we call sound they begin to manifest 
themselves in the form of heat. Heat begins with about 
1,500,000 vibrations per second. 

Still higher up the scale vibrations begin to 
register in the form of light. 3,000,000 vibrations per 
second create violet light. Above this number 
vibration sheds ultra-violet rays (which are invisible 
to the naked eye) and other invisible radiations. 

And, still higher up the scale-just how high no 
one at present seems to know-vibrations create the 
power with which man THINKS. 

It is the belief of the author that the "fluid" 
portion of all vibration, out of which grow all known 
forms of energy, is universal in nature; that the 
"fluid" portion of sound is the same as the "fluid" 
portion of light, the difference in effect between 


sound and light being only a difference in rate of 
vibration, also that the "fluid" portion of thought is 
exactly the same as that in sound, heat and light, 
excepting the number of vibrations per second. 

Just as there is but one form of physical matter, 
of which the earth and all the other planets-suns and 
stars-are composed-the electron-so is there but one 
form of "fluid" energy, which causes all matter to 
remain in a constant state of rapid motion. 

AIR AND ETHER: The vast space between the 
suns, moons, stars and other planets of the universe is 
filled with a form of energy known as ether. It is this 
author's belief that the "fluid" energy which keeps all 
particles of matter in motion is the same as the 
universal "fluid" known as ether which fills all the 
space of the universe. Within a certain distance of the 
earth's surface, estimated by some to be about fifty 
miles, there exists what is called air, which is a 
gaseous substance composed of oxygen and nitrogen. 
Air is a conductor of sound vibrations, but a non- 
conductor of light and the higher vibrations, which are 
carried by the ether. The ether is a conductor of all 
vibrations from sound to thought. 

Air is a localized substance which performs, in 
the main, the service of feeding all animal and plant 
life with oxygen and nitrogen, without which neither 
could exist. Nitrogen is one of the chief necessities of 
plant life and oxygen one of the mainstays of animal 
life. Near the top of very high mountains the air 
becomes very light, because it contains but little 
nitrogen, which is the reason why plant life cannot 
exist there. On the other hand, the "light" air found in 


Render more service 

than that for which 

you are paid and you 
will soon be paid for 
more than you render. 
The law of "Increasing 

Returns" takes care of 



high altitudes consists largely of oxygen, which is the 
chief reason why tubercular patients are sent to high 

Even this brief statement concerning molecules, 
atoms, electrons, air, ether and the like, may be heavy 
reading to the student, but, as will be seen shortly, 
this introduction plays an essential part as the 
foundation of this lesson. 

Do not become discouraged if the description of 
this foundation appears to have none of the thrilling 
effects of a modern tale of fiction. You are seriously 
engaged in finding out what are your available powers 
and how to organize and apply these powers. To 
complete this discovery successfully you must 
combine determination, persistency and a well defined 
DESIRE to gather and organize knowledge. 

The late Dr. Alexander Graham Bell, inventor of 
the long distance telephone and one of the accepted 
authorities on the subject of vibration, is here 
introduced in support of this author's theories 
concerning the subject of vibration: 

"Suppose you have the power to make an iron rod 
vibrate with any desired frequency in a dark room. At 
first, when vibrating slowly, its movement will be 
indicated by only one sense, that of touch. As soon as 
the vibrations increase, a low sound will emanate from 
it and it will appeal to two senses. 

"At about 32,000 vibrations to the second the 
sound will be loud and shrill, but at 40,000 vibrations 
it will be silent and the movements of the rod will not 


be perceived by touch. Its movements will be 
perceived by no ordinary human sense. 

"From this point up to about 1,500,000 vibrations 
per second, we have no sense that can appreciate any 
effect of the intervening vibrations. After that stage is 
reached, movement is indicated first by the sense of 
temperature and then, when the rod becomes red hot, 
by the sense of sight. At 3,000,000 it sheds violet 
light. Above that it sheds ultra-violet rays and other 
invisible radiations, some of which can be perceived 
by instruments and employed by us. 

"Now it has occurred to me that there must be a 
great deal to be learned about the effect of those 
vibrations in the great gap where the ordinary human 
senses are unable to hear, see or feel the movement. 
The power to send wireless messages by ether 
vibrations lies in that gap, but the gap is so great that 
it seems there must be much more. You must make 
machines practically to supply new senses, as the 
wireless instruments do. 

"Can it be said, when you think of that great gap, 
that there are not many forms of vibrations that may 
give us results as wonderful as, or even more 
wonderful than, the wireless waves? It seems to me 
that in this gap lie the vibrations which we have 
assumed to be given off by our brains and nerve cells 
when we think. But then, again, they may be higher 
up, in the scale beyond the vibrations that produce the 
ultra-violet rays. [AUTHOR'S NOTE: The last 
sentence suggests the theory held by this author.] 

"Do we need a wire to carry these vibrations? 
Will they not pass through the ether without a wire, 
just as the wireless waves do? How will they be 


perceived by the recipient? Will he hear a series of 
signals or will he find that another man's thoughts 
have entered into his brain? 

"We may indulge in some speculations based on 
what we know of the wireless waves, which, as I have 
said, are all we can recognize of a vast series of 
vibrations which theoretically must exist. If the 
thought waves are similar to the wireless waves, they 
must pass from the brain and flow endlessly around 
the world and the universe. The body and the skull 
and other solid obstacles would form no obstruction to 
their passage, as they pass through the ether which 
surrounds the molecules of every substance, no matter 
how solid and dense. 

"You ask if there would not be constant 
interference and confusion if other people's thoughts 
were flowing through our brains and setting up 
thoughts in them that did not originate with ourselves? 

"How do you know that other men's thoughts are 
not interfering with yours now? I have noticed a good 
many phenomena of mind disturbances that I have 
never been able to explain. For instance, there is the 
inspiration or the discouragement that a speaker feels 
in addressing an audience. I have experienced this 
many times in my life and have never been able to 
define exactly the physical causes of it. 

"Many recent scientific discoveries, in my 
opinion, point to a day not far distant perhaps, when 
men will read one another's thoughts, when thoughts 
will be conveyed directly from brain to brain without 
intervention of speech, writing or any of the present 
known methods of communication. 

"It is not unreasonable to look forward to a time 


when we shall see without eyes, hear without ears and 
talk without tongues. 

"Briefly, the hypothesis that mind can 
communicate directly with mind rests on the theory 
that thought or vital force is a form of electrical 
disturbance, that it can be taken up by induction and 
transmitted to a distance either through a wire or 
simply through the all-pervading ether, as in the case 
of wireless telegraph waves. 

"There are many analogies which suggest that 
thought is of the nature of an electrical disturbance. A 
nerve, which is of the same substance as the brain, is 
an excellent conductor of the electric current. When 
we first passed an electrical current through the 
nerves of a dead man we were shocked and amazed to 
see him sit up and move. The electrified nerves 
produced contraction of the muscles very much as in 

"The nerves appear to act upon the muscles very 
much as the electric current acts upon an 
electromagnet. The current magnetizes a bar of iron 
placed at right angles to it, and the nerves produce, 
through the intangible current of vital force that flows 
through them, contraction of the muscular fibers that 
are arranged at right angles to them. 

"It would be possible to cite many reasons why 
thought and vital force may be regarded as of the same 
nature as electricity. The electric current is held to be 
a wave motion of the ether, the hypothetical substance 
that fills all space and pervades all substances. We 
believe that there must be ether because without it the 
electric current could not pass through a vacuum, or 
sunlight through space. It is reasonable to believe that 
only a wave motion of a similar character can produce 


the phenomena of thought and vital force. We may 
assume that the brain cells act as a battery and that 
the current produced flows along the nerves. 

"But does it end there? Does it not pass out of the 
body in waves which flow around the world 
unperceived by our senses, just as the wireless waves 
passed unperceived before Hertz and others discovered 
their existence?" 

A RECEIVING STATION: This author has proved, 
times too numerous to enumerate, to his own 
satisfaction at least, that every human brain is both a 
broadcasting and a receiving station for vibrations of 
thought frequency. 

If this theory should turn out to be a fact, and 
methods of reasonable control should be established, 
imagine the part it would play in the gathering, 
classifying and organizing of knowledge. The 
possibility, much less the probability, of such a 
reality, staggers the mind of man! 

Thomas Paine was one of the great minds of the 
American Revolutionary Period. To him more, 
perhaps, than to any other one person, we owe both 
the beginning and the happy ending of the Revolution, 
for it was his keen mind that both helped in drawing 
up the Declaration of Independence and in persuading 
the signers of that document to translate it into terms 
of reality. 

In speaking of the source of his great storehouse 
of knowledge, Paine thus described it: 

"Any person, who has made observations on the 


Every failure is a bless- 
ing in disguise, providing 

it teaches some needed 

lesson one could not have 

learned without it. Most 

so-called Failures are 

only temporary defeats. 


state of progress of the human mind, by observing his 
own, cannot but have observed that there are two 
distinct classes of what are called Thoughts: those 
that we produce in ourselves by reflection and the act 
of thinking, and those that bolt into the mind of their 
own accord. I have always made it a rule to treat these 
voluntary visitors with civility, taking care to 
examine, as well as I was able, if they were worth 
entertaining; and it is from them I have acquired 
almost all the knowledge that I have. As to the 
learning that any person gains from school education, 
it serves only like a small capital, to put him in the 
way of beginning learning for himself afterwards. 
Every person of learning is finally his own teacher, 
the reason for which is, that principles cannot be 
impressed upon the memory; their place of mental 
residence is the understanding, and they are never so 
lasting as when they begin by conception." 

In the foregoing words Paine, the great American 
patriot and philosopher, described an experience 
which at one time or another is the experience of 
every person. Who is there so unfortunate as not to 
have received positive evidence that thoughts and 
even complete ideas will "pop" into the mind from 
outside sources? 

What means of conveyance is there for such 
visitors except the ether? Ether fills the boundless 
space of the universe. It is the medium of conveyance 
for all known forms of vibration such as sound, light 
and heat. Why should it not be, also, the medium of 
conveyance of the vibration of Thought? 

Every mind, or brain, is directly' connected with 
every other brain by means of the ether. Every thought 


released by any brain may be instantly picked up and 
interpreted by all other brains that are "en rapport" 
with the sending brain. This author is as sure of this 
fact as he is that the chemical formula H 2 will 
produce water. Imagine, if you can, what a part this 
principle plays in every walk of life. 

Nor is the probability of ether being a conveyor 
of thought from mind to mind the most astounding of 
its performances. It is the belief of this author that 
every thought vibration released by any brain is 
picked up by the ether and kept in motion in 
circuitous wave lengths corresponding in length to the 
intensity of the energy used in their release; that these 
vibrations remain in motion forever; that they are one 
of the two sources from which thoughts which "pop" 
into one's mind emanate, the other source being direct 
and, immediate contact through the ether with the 
brain releasing the thought vibration. 

Thus it will be seen that if this theory is a fact 
the boundless space of the whole universe is now and 
will continue to become literally a mental library 
wherein may be found all the thoughts released by 

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 keep in mind as he approaches that lesson. 

This is a lesson on Organized Knowledge. Most 
of the useful knowledge to which the human race has 
become heir has been preserved and accurately 
recorded in Nature's Bible. By turning back the pages 
of this unalterable Bible man has read the story of; the 
terrific struggle through and out of which the present 
civilization has grown. The pages of this Bible 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 back the pages written on stone and 
covered near the surface of this earth on which he 
lives, man has uncovered the bones, skeletons, 
footprints and other unmistakable evidence of the 
history of animal life on this earth, planted there for 
his enlightenment and guidance by the hand of Mother 
Nature throughout unbelievable periods of time. The 
evidence is plain and unmistakable. The great stone 
pages of Nature's Bible found on this earth and the 
endless pages of that Bible represented by the ether 
wherein all past human thought has been recorded, 
constitute an authentic source of communication 
between the Creator and man. This Bible was begun 
before man had reached the thinking stage; indeed, 
before man had reached the amoeba (one-cell animal) 
stage of development. 

This Bible is above and beyond the power of man 
to alter. Moreover, it tells its story not in the ancient 
dead languages or hieroglyphics of half savage races, 
but in universal language which all who have eyes 
may read. Nature's Bible, from which we have derived 
all the knowledge that is worth knowing, is one that 
no man may alter or in any manner tamper with. 

The most marvelous discovery yet made by man is 
that of the recently discovered radio principle, which 
operates through the aid of ether, an important portion 
of Nature's Bible. Imagine the ether picking up the 
ordinary vibration of sound, and transforming that 
vibration from audio-frequency into radio-frequency, 
carrying it to a properly attuned receiving station and 


there transforming it back into its original form of 
audio-frequency, all in the flash of a second. It should 
surprise no one that such a force could gather up the 
vibration of thought and keep that vibration in motion 

The established and known fact of instantaneous 
transmission of sound, through the agency of the 
ether, by means of the modern radio apparatus, 
removes the theory of transmission of thought 
vibration from mind to mind from the possible to the 

THE MASTER MIND: We come, now, to the next 
step in the description of the ways and means by 
which one may gather, classify and organize useful 
knowledge, through harmonious alliance of two or 
more minds, out of which grows a Master Mind. 

The term "Master Mind" is abstract, and has no 
counterpart in the field of known facts, except to a 
small number of people who have made a careful study 
of the effect of one mind upon other minds. 

This author has searched in vain through all the 
textbooks and essays available on the subject of the 
human mind, but nowhere has been found even the 
slightest reference to the principle here described as 
the "Master Mind." The term first came to the 
attention of the author through an interview with 
Andrew Carnegie, in the manner described in Lesson 

CHEMISTRY OF THE MIND: It is this author's 
belief that the mind is made up of the same universal 
"fluid" energy as that which constitutes the ether 
which fills the universe. It is a fact as well known to 
the layman as to the man of scientific investigation, 


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 
extremes of natural antagonism and natural affinity 
growing out of the meeting or contacting of minds 
there is a wide range of possibility for varying 
reactions of mind upon mind. 

Some minds are so naturally adapted to each other 
that "love at first sight" is the inevitable outcome of 
the contact. Who has not known of such an 
experience? In other cases minds are so antagonistic 
that violent mutual dislike shows itself at first 
meeting. These results occur without a word being 
spoken, and without the slightest signs of any of the 
usual causes for love and hate acting as a stimulus. 

It is quite probable that the "mind" is made up of 
a fluid or substance or energy, call it what you will, 
similar to (if not in fact the same substance as) the 
ether. When two minds come close enough to each 
other to form a contact, the mixing of the units of this 
"mind stuff" (let us call it the electrons of the ether) 
sets up a chemical reaction and starts vibrations which 
affect the two individuals pleasantly or unpleasantly. 

The effect of the meeting of two minds is obvious 
to even the most casual observer. Every effect must 
have a cause! What could be more reasonable than to 
suspect that the cause of the change in mental attitude 
between two minds which have just come in close 
contact is none other than the disturbance of the 
electrons or units of each mind in the process of 
rearranging themselves in the new field created by the 







For the purpose of establishing this lesson upon a 
sound foundation we have gone a long way toward 
success by admitting that the meeting or coming in 
close contact of two minds sets up in each of those 
minds a certain noticeable "effect" or state of mind 
quite different from the one existing immediately 
prior to the contact. While it is desirable it is not 
essential to know what is the "cause" of this reaction 
of mind upon mind. That the reaction takes place, in 
every instance, is a known fact which gives us a 
starting point from which we may show what is meant 
by the term "Master Mind." 

A Master Mind may be created through the 
bringing together or blending, in a spirit of perfect 
harmony, of two or more minds. Out of this 
harmonious blending the chemistry of the mind creates 
a third mind which may be appropriated and used by 
one or all of the individual minds. This Master Mind 
will remain available as long as the friendly, 
harmonious alliance between the individual minds 
exists. It will disintegrate and all evidence of its 
former existence will disappear the moment the 
friendly alliance is broken. 

This principle of mind chemistry is the basis and 
cause for practically all the so-called "soul-mate" and 
"eternal triangle" cases, so many of which 
unfortunately find their way into the divorce courts 
and meet with popular ridicule from ignorant and 
uneducated people who manufacture vulgarity and 
scandal out of one of the greatest of Nature's laws. 

The entire civilized world knows that the first 
two or three years of association after marriage are 
often marked by much disagreement, of a more or less 


petty nature. These are the years of "adjustment." If 
the marriage survives them it is more than apt to 
become a permanent alliance. These facts no 
experienced married person will deny. Again we see 
the "effect" without understanding the "cause." 

While there are other contributing causes, yet, in 
the main, lack of harmony during these early years of 
marriage is due to the slowness of the chemistry of the 
minds in blending harmoniously. Stated differently, 
the electrons or units of the energy called the mind 
are often neither extremely friendly nor antagonistic 
upon first contact; but, through constant association 
they gradually adapt themselves in harmony, except in 
rare cases where association has the opposite effect of 
leading, eventually, to open hostility between these 

It is a well known fact that after a man and a 
woman have lived together for ten to fifteen years 
they become practically indispensable to each other, 
even though there may not be the slightest evidence of 
the state of mind called love. Moreover, this 
association and relationship sexually not only 
develops a natural, affinity between the two minds, 
but it actually causes the two people to take on a 
similar facial expression' and to resemble each other 
closely in many other marked ways. Any competent 
analyst of human nature can easily go into a crowd of 
strange people' and pick out the wife after having 
been introduced to her husband. The expression of the 
eyes, the contour of the faces and the tone of the 
voices of people who have long been associated in 
marriage, become similar to a marked degree. 

So marked is the effect of the chemistry of the 
human mind that any experienced public speaker may 


quickly interpret the manner in which his statements 
are accepted by his audience. Antagonism in the mind 
of but one person in an audience of one thousand may 
be readily detected by the speaker who has learned 
how to "feel" and register the effects of antagonism. 
Moreover, the public speaker can make these 
interpretations without observing or in any manner 
being influenced by the expression on the faces of 
those in his audience. On account of this fact an 
audience may cause a speaker to rise to great heights 
of oratory, or heckle him into failure, without making 
a sound or denoting a single expression of satisfaction 
or dissatisfaction through the features of the face. 

All "Master Salesmen" know the moment the 
"psychological time for closing" has arrived; not by 
what the prospective buyer says, but from the effect of 
the chemistry of his mind as interpreted or "felt" by 
the salesman. Words often belie the intentions of 
those speaking them but a correct interpretation of the 
chemistry of the mind leaves no loophole for such a 
possibility. Every able salesman knows that the 
majority of buyers have the habit of affecting a 
negative attitude almost to the very climax of a sale. 

Every able lawyer has developed a sixth sense 
whereby he is enabled to "feel" his way through the 
most artfully selected words of the clever witness who 
is lying, and correctly interpret that which is in the 
witness's mind, through the chemistry of the mind. 
Many lawyers have developed this ability without 
knowing the real source of it; they possess the 
technique without the scientific understanding upon 
which it is based. Many salesmen have done the same 


One who is gifted in the art of correctly the 
chemistry of the minds of others may, figuratively 
speaking, walk in at the front door of the mansion of a 
given mind and leisurely explore the entire building, 
noting all its details, walking out again with a 
complete picture of the interior of the building, 
without the owner of the building so much as knowing 
that he has entertained a visitor. It will be observed, 
in the lesson Accurate Thinking, that this principle 
may be put to a very practical use (having reference to 
the principle of the chemistry of the mind). The 
principle is referred to merely as an approach to the 
major principles of this lesson. 

Enough has already been stated to introduce the 
principle of mind chemistry, and to prove, with the aid 
of the student's own every-day experiences and casual 
observations that the moment two minds come within 
close range of each other a noticeable mental change 
takes place in both, sometimes registering in the 
nature of antagonism and at other times registering in 
the nature of friendliness. Every mind has what might 
be termed an electric field. The nature of this field 
varies, depending upon the "mood" of the individual 
mind back of it, and upon the nature of the chemistry 
of the mind creating the "field." 

It is believed by this author that the normal or 
natural condition of the chemistry of any individual 
mind is the result of his physical heredity plus the 
nature of thoughts which have dominated that mind; 
that every mind is continuously changing to the extent 
that the individual's philosophy and general habits of 
thought change the chemistry of his or her mind. 
These principles the author BELIEVES to be true. 
That any individual may voluntarily 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 
KNOWN FACT! Stated in another manner, any person 
may assume a mental attitude which will attract and 
please others or repel and antagonize them, and this 
without the aid of words or facial expression or other 
form of bodily movement or demeanor. 

Go back, now, to the definition of a "Master 
Mind" - a mind which grows out of the blending and 
coordination of two or more minds, IN A SPIRIT OF 
PERFECT HARMONY, and you will catch the full 
significance of the word "harmony" as it is here used. 
Two minds will not blend nor can they be co-ordinated 
unless the element of perfect harmony is present, 
wherein lies the secret of success or failure of 
practically all business and social partnerships. 

Every sales manager and every military 
commander and every leader in any other walk of life 
understands the necessity of an "esprit de corps"-a 
spirit of common understanding and co-operation - in 
the attainment of success. This mass spirit of harmony 
of purpose is obtained through discipline, voluntary or 
forced, of such a nature that the individual minds 
become blended into a "Master Mind," by which is 
meant that the chemistry of the individual minds is 
modified in such a manner that these minds blend and 
function as one. 

The methods through which this blending process 
takes place are as numerous as the individuals 
engaged in the various forms of leadership. Every 
leader has his or her own method of co-ordinating the 
minds of the followers. One will use force. Another 









uses persuasion. One will play upon the fear of 
penalties while another plays upon rewards, in order 
to reduce the individual minds of a given group of 
people to where they may be blended into a mass 
mind. The student will not have to search deeply into 
history of statesmanship, politics, business or finance, 
to discover the technique employed by the leaders in 
these fields in the process of blending the minds of 
individuals into a mass mind. 

The really great leaders of the world, however, 
have been provided by Nature with a combination of 
mind chemistry favorable as a nucleus of attraction 
for other minds. Napoleon was a notable example of a 
man possessing the magnetic type of mind which had a 
very decided tendency to attract all minds with which 
it came in contact. Soldiers followed Napoleon to 
certain death without flinching, because of the 
impelling or attracting nature of his personality, and 
that personality was nothing more nor less than the 
chemistry of his mind. 

No group of minds can be blended into a Master 
Mind if one of the individuals of that group possesses 
one of these extremely negative, repellent minds. The 
negative and positive minds will not blend in the 
sense here described as a Master Mind. Lack of 
knowledge of this fact has brought many an otherwise 
able leader to defeat. 

Any able leader who understands this principle of 
mind chemistry may temporarily blend the minds of 
practically any group of people, so that it will 
represent a mass mind, but the composition will 
disintegrate almost the very moment the leader's 
presence is removed from the group. The most 


successful life-insurance sales organizations and other 
sales forces meet once a week, or more often, for the 
purpose of- OF WHAT? 


It may be, and generally is, true that the leaders 
of these groups do not understand what actually takes 
place in these meetings, which are usually called "pep 
meetings." The routine of such meetings is usually 
given over to talks by the leader and other members of 
the group, and occasionally from someone outside of 
the group, meanwhile the minds of the individuals are 
contacting and recharging one another. 

The brain of a human being may be compared to 
an electric battery in that it will become exhausted or 
run down, causing the owner of it to feel despondent, 
discouraged and lacking in "pep." Who is so fortunate 
as never to have had such a feeling? The human brain, 
when in this depleted condition, must be recharged, 
and the manner in which this is done is through 
contact with a more vital mind or minds. The great 
leaders understand the necessity of this "recharging" 
process, and, moreover, they understand how to 
accomplish this result. THIS KNOWLEDGE IS THE 

Fortunate is the person who understands this 
principle sufficiently well to keep his or her brain 
vitalized or "recharged" by periodically contacting it 
with a more vital mind. Sexual contact is one of the 


most effective of the stimuli through which a mind 
may be recharged, providing the contact is 
intelligently made, between man and woman who have 
genuine affection for each other. Any other sort of 
sexual relationship is a devitalizer of the mind. Any 
competent practitioner of Psycho-therapeutics can 
"recharge" a brain within a few minutes. 

Before passing away from the brief reference 
made to sexual contact as a means of revitalizing a 
depleted mind it seems appropriate to call attention to 
the fact that all of the great leaders, in whatever walks 
of life they have arisen, have been and are people of 
highly sexed natures. (The word "sex" is not an 
indecent word. You'll find it in all the dictionaries.) 

There is a growing tendency upon the part of the 
best informed physicians and other health 
practitioners, to accept the theory that all diseases 
begin when the brain of the individual is in a depleted 
or devitalized state. Stated in another way, it is a 
known fact that a person who has a perfectly vitalized 
brain is practically, if not entirely, immune from all 
manner of disease. 

Every intelligent health practitioner, of whatever 
school or type, knows that "Nature" or the mind cures 
disease in every instance where a cure is effected. 
Medicines, faith, laying on of hands, chiropractic, 
osteopathy and all other forms of outside stimulant are 
nothing more than artificial aids to NATURE, or, to 
state it correctly, mere methods of setting the 
chemistry of the mind into motion to the end that it 
readjusts the cells and tissues of the body, revitalizes 
the brain and otherwise causes the human machine to 
function normally. 


The most orthodox practitioner will admit the 
truth, of this statement. 

What, then, may be the possibilities of the future 
developments in the field of mind chemistry? 

Through the principle of harmonious blending of 
minds perfect health may be enjoyed. Through the aid 
of this same principle sufficient power may be 
developed to solve the problem of economic pressure 
which constantly presses upon every individual. 

We may judge the future possibilities of mind 
chemistry by taking inventory of its past 
achievements, keeping in mind the fact that these 
achievements have been largely the result of 
accidental discovery and of chance groupings of 
minds. We are approaching the time when the 
professorate of the universities will teach mind 
chemistry the same as other subjects are now taught. 
Meanwhile, study and experimentation in connection 
with this subject open vistas of possibility for the 
individual student. 

That mind chemistry may be appropriately applied to 
the workaday affairs of the economic and, commercial 
world is a demonstrable fact. 

Through the blending of two or more minds, in a 
spirit of PERFECT HARMONY, the principle of mind 
chemistry may be made to develop sufficient power to 
enable the individuals whose minds have been thus 
blended to perform seemingly superhuman feats. 
Power is the force with which man achieves success in 
any undertaking. Power, in unlimited quantities, may, 
be enjoyed by any group of men, or men and women, 


who possess the wisdom with which to submerge their 
own personalities and their own immediate individual 
interests, through the blending of their minds in a 
spirit of perfect harmony. 

Observe, profitably, the frequency with which the 
word "harmony" appears throughout this Introduction! 
There can be no development of a "Master Mind" 
where this element of PERFECT HARMONY does not 
exist. The individual units of the mind will not blend 
with the individual units of another mind UNTIL THE 
two minds begin to take divergent roads of interest the 
individual units of each mind separate, and the third 
element, known as a "MASTER MIND," which grew 
out of the friendly or harmonious alliance, will 

We come, now, to the study of some well known 
men who have accumulated great power (also great 
fortunes) through the application of mind chemistry. 

Let us begin our study with three men who are 
known to be men of great achievement in their 
respective fields of economic, business and 
professional endeavor. 

Their names are Henry Ford, Thomas A. Edison 
and Harvey S. Firestone. 

Of the three Henry Ford is, by far, the most 
POWERFUL, having reference to economic and 
financial power. Mr. Ford is the most powerful man 
now living on earth. Many who have studied Mr. Ford 
believe him to be the most powerful man who ever 









- Henry van Dyke 


lived. As far as is known Mr. Ford is the only man 
now living, or who ever lived, with sufficient power 
to outwit the money trust of the United States. Mr. 
Ford gathers millions of dollars with as great ease as a 
child fills its bucket with sand when playing on the 
beach. It has been said, by those who were in position 
to know, that Mr. Ford, if he needed it, could send out 
the call for money and gather in a billion dollars (a 
thousand million dollars) and have it available for use 
within one week. No one who knows of Ford's 
achievements doubts this. Those who know him well 
know that he could do it with no more effort than the 
average man expends in raising the money with which 
to pay a month's house rent. He could get this money, 
if he needed it, through the intelligent application of 
the principles on which this course is based. 

While Mr. Ford's new automobile was in the 
process of perfection, in 1927, it is said that he 
received advance orders, with cash payments, for more 
than 375,000 cars. At an estimated price of $600.00 
per car this would amount to $225,000,000.00 which 
he received before a single car was delivered. Such is 
the power of confidence in Ford's ability. 

Mr. Edison, as everyone knows, is a philosopher, 
scientist and inventor. He is, perhaps, the keenest 
Bible student on earth; a student of Nature's Bible, 
however, and not of the myriads of man-made Bibles. 
Mr. Edison has such a keen insight into Mother 
Nature's Bible that he has harnessed and combined, 
for the good of mankind, more of Nature's laws than 
any other person now living or who ever lived. It was 
he who brought together the point of a needle and a 
piece of revolving wax, in such a way that the 


vibration of the human voice may be recorded and 
reproduced through the modern talking machine. 

(And it may be Edison who will eventually enable 
man to pick up and correctly interpret the vibrations 
of thought which are now recorded in the boundless 
universe of ether, just as he has enabled man to record 
and reproduce the spoken word.) 

It was Edison who first harnessed the lightning 
and made it serve as a light for man's use, through the 
aid of the incandescent electric light bulb. 

It was Edison who gave the world the modern 
moving picture. 

These are but a few of his outstanding 
achievements. These modern "miracles" which he has 
performed (not by trickery, under the sham pretense of 
superhuman power, but in the very midst of the bright 
light of science) transcend all of the so-called 
"miracles" described in the man-made books of 

Mr. Firestone is the moving spirit in the great 
Firestone Tire industry, in Akron, Ohio. His industrial 
achievements are so well known wherever automobiles 
are used that no special comment on them seems 

All three of these men began their careers, 
business and professional, without capital and with 
but little - schooling of that type usually referred to as 

All three men are now well educated. All three 
are wealthy. All three are powerful. Now let us 
inquire into the source of their wealth and power. 
Thus far we have been dealing only with effect; the 
true philosopher wishes to understand the cause of a 
given effect. 


It is a matter of general knowledge that Mr. Ford, 
Mr. Edison and Mr. Firestone are close personal 
friends, and have been so for many years; that in 
former years they were in the habit of going away to 
the woods once a year for a period of rest, meditation 
and recuperation. 

But it is not generally known-it is a grave doubt 
if these three men themselves know it-that there exists 
between the three men a bond of harmony which has 
caused their minds to become blended into a "Master 
Mind" which is the real source of the power of each. 
This mass mind, growing out of the co-ordination of 
the individual minds of Ford, Edison and Firestone, 
has enabled these men to "tune in" on forces (and 
sources of knowledge) with which most men are to no 
extent familiar. 

If the student doubts either the principle or the 
effects here described, let him remember that more 
than half the theory here set forth is a known fact. For 
example, it is known that these three men have great 
power. It is known that they are wealthy. It is known 
that they began without capital and with but little 
schooling. It is known that they form periodic mind 
contacts. It is known that they are harmonious and 
friendly. It is known that their achievements are so 
outstanding as to make it impossible to compare these 
achievements with those of other men in their 
respective fields of activity. 

All these "effects" are known to practically every 
school-boy in the civilized world, therefore there can 
be no dispute as far as effects are concerned. 

Of one fact connected with the cause of the 
achievements of Edison, Ford and Firestone we may 


be sure, namely, that these achievements were in no 
way based upon trickery, deceit, the "supernatural" or 
so-called "revelations" or any other form of unnatural 
law. These men do not possess a stock of legerdemain. 
They work with natural laws; laws which, for the most 
part, are well known to all economists and leaders in 
the field of science, with the possible exception of the 
law upon which chemistry of the mind is based. As yet 
chemistry of the mind is not sufficiently developed to 
be classed, by scientific men, in their catalogue of 
known laws. 

A "Master Mind" may be created by any group of 
people who will co-ordinate their minds, in a spirit of 
perfect harmony. The group may consist of any 
number from two upward. Best results appear 
available from the blending of six or seven minds. 

It has been suggested that Jesus Christ discovered 
how to make use of the principle of mind chemistry, 
and that His seemingly miraculous performances grew 
out of the power He developed through the blending of 
the minds of His twelve disciples. It has been pointed 
out that when one of the disciples (Judas Iscariot) 
broke faith the "Master Mind" immediately 
disintegrated and Jesus met with the supreme 
catastrophe of His life. 

When two or more people harmonize their minds 
and produce the effect known as a "Master Mind," 
each person in the group becomes vested with the 
power to contact with and gather knowledge through 
the "subconscious" minds of all the other members of 
the group. This power becomes immediately 
noticeable, having the effect of stimulating the mind 
to a higher rate of vibration, and otherwise evidencing 


itself in the form of a more vivid imagination and the 
consciousness of what appears to be a sixth sense. It 
is through this sixth sense that new ideas will "flash" 
into the mind. These ideas take on the nature and form 
of the subject dominating the mind of the individual. 
If the entire group has met for the purpose of 
discussing a given subject, ideas concerning that 
subject will come pouring into the minds of all 
present, as if an outside influence were dictating 
them. The minds of those participating in the "Master 
Mind" become as magnets, attracting ideas and 
thought stimuli of the most highly organized and 
practical nature, from no one knows where! 

The process of mind-blending here described as a 
"Master Mind" may be likened to the act of one who 
connects many electric batteries to a single 
transmission wire, thereby "stepping up" the power 
flowing over that line. Each battery added increases 
the power passing over that line by the amount of 
energy the battery carries. Just so in the case of 
blending individual minds into a "Master Mind." Each 
mind, through the principle of mind chemistry, 
stimulates all the other minds in the group, until the 
mind energy thus becomes so great that it penetrates 
to and connects with the universal energy known as 
ether, which, in turn, touches every atom of the entire 

The modern radio apparatus substantiates, to a 
considerable extent, the theory here expounded. 
Powerful sending or broadcasting stations must be 
erected through which the vibration of sound is 
"stepped up" before it can be picked up by the much 
higher vibrating energy of the ether and carried in all 
directions. A "Master Mind" made up of many 


MEN cease to interest us 
when we find their 
limitations. The only sin is 
limitation. As soon as you 
once come up to a man's 
limitations, it is all over with 



individual minds, so blended that they produce a 
strong vibrating energy, constitutes almost an exact 
counterpart of the radio broadcasting station. 

Every public speaker has felt the influence of 
mind chemistry, for it is a well known fact that as 
soon as the individual minds of an audience become 
"en rapport" (attuned to the rate of vibration of the 
mind of the speaker) with the speaker, there is a 
noticeable increase of enthusiasm in the speaker's 
mind, and he often rises to heights of oratory which 
surprise all, including himself. 

The first five to ten minutes of the average 
speech are devoted to what is known as "warming up." 
By this is meant the process through which the minds 
of the speaker and his audience are becoming blended 
in a spirit of PERFECT HARMONY. 

Every speaker knows what happens when this 
state of "perfect harmony" fails to materialize 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 begin to manifest themselves under 
ten to twenty minutes after the group is formed, for 
the reason that this is about the time required for the 
minds -in the group to become harmonized or blended. 

The "messages" received by members of a 
spiritualistic group probably come from one of two 
sources, or from both, namely: 

First: From the vast storehouse of the 
subconscious mind of some member of the group; or 

Second: From the universal storehouse of the 


ether, in which, it is more than probable, all thought 
vibration is preserved. 

Neither any known natural law nor human reason 
supports the theory of communication with individuals 
who have died. 

It is a known fact that any individual may explore 
the store of knowledge in another's mind, through this 
principle of mind chemistry, and it seems reasonable 
to suppose that this power may be extended to include 
contact with whatever vibrations are available in the 
ether, if there are any. 

The theory that all the higher and more refined 
vibrations, such as those growing out of thought, are 
preserved in the ether grows out of the known fact 
that neither matter nor energy (the two known 
elements of the universe) may be either created or 
destroyed. It is reasonable to suppose that all 
vibrations which have been "stepped up" sufficiently 
to be picked up and absorbed in the ether, will go on 
forever. The lower vibrations, which do not blend with 
or otherwise contact the ether, probably live a natural 
life and die out. 

All the so-called geniuses probably gained their 
reputations because, by mere chance or otherwise, 
they formed alliances with other minds which enabled 
them to "step up" their own mind vibrations to where 
they were enabled to contact the vast Temple of 
Knowledge recorded and filed in the ether of the 
universe. All of the great geniuses, as far as this 
author has been enabled to gather the facts, were 
highly sexed people. The fact that sexual contact is 
the greatest known mind stimulant lends color to the 
theory herein described. 


Inquiring further into the source of economic 
power, as manifested by the achievements of men in 
the field of business, let us study the case of the 
Chicago group known as the "Big Six," consisting of 
Wm. Wrigley, Jr., who owns the chewing gum 
business bearing his name, and whose individual 
income is said to be more than Fifteen Million Dollars 
a year; John R. Thompson, who operates the chain of 
lunch rooms bearing his name; Mr. Lasker, who owns 
the Lord & Thomas Advertising Agency; Mr. 
McCullough, who owns the Parmalee Express 
Company, the largest transfer business in America; 
and Mr. Ritchie and Mr. Hertz, who own the Yellow 
Taxicab business. 

A reliable financial reporting company has 
estimated the yearly income of these six men at 
upwards of Twenty-five Million Dollars 

($25,000,000.00), or an average of more than Four 
Million Dollars a year per man. 

Analysis of the entire group of six men discloses 
the fact that not one of them had any special 
educational advantages; that all began without capital 
or extensive credit; that their financial achievement 
has been due to their own individual plans, and not to 
any fortunate turn of the wheel of chance. 

Many years ago these six men formed a friendly 
alliance, meeting at stated periods for the purpose of 
assisting one another with ideas and suggestions in 
their various and sundry lines of business endeavor. 

With the exception of Hertz and Ritchie none of 
the six men were in any manner associated in a legal 
Partnership. These meetings were strictly for the 
purpose of co-operating on the give and take basis of 
assisting one another with ideas and suggestions, and 


occasionally by endorsing notes and other securities to 
assist some member of the group who had met with an 
emergency making such help necessary. 

It is said that each of the individuals belonging to 
this Big Six group is a millionaire many times over. 
As a rule there is nothing worthy of special comment 
on behalf of a man who does nothing more than 
accumulate a few million dollars. However, there is 
something connected with the financial success of this 
particular group of men that is well worth comment, 
study, analysis and even emulation, and that 
"something" is the fact that they have learned how to 
coordinate their individual minds by blending them in 
a spirit of perfect harmony, thereby creating a "Master 
Mind" that unlocks, to each individual of the group, 
doors which are closed to most of the human race. 

The United States Steel Corporation is one of the 
strongest and most powerful industrial organizations 
in the world. The Idea out of which this great 
industrial giant grew was born in the mind of Elbert 
H. Gary, a more or less commonplace small-town 
lawyer who was born and reared in a small Illinois 
town near Chicago. 

Mr. Gary surrounded himself with a group of men 
whose minds he successfully blended in a spirit of 
perfect harmony, thereby creating the "Master Mind" 
which is the moving spirit of the great United States 
Steel Corporation. 

Search where you will, wherever you find an 
outstanding success in business, finance, industry or 
in any of the professions, you may be sure that back 
of the success is some individual who has applied the 
principle of mind chemistry, out of which a "Master 


Mind" has been created. These outstanding successes 
often appear to be the handiwork of but one person, 
but search closely and the other individuals whose 
minds have been co-ordinated with his own may be 
found. Remember that two or more persons may 
operate the principle of mind chemistry so as to create 
a "Master Mind." 

POWER (man-power) is ORGANIZED 



No effort can be said to be ORGANIZED unless 
the individuals engaged in the effort co-ordinate their 
knowledge and energy in a spirit of perfect harmony. 
Lack of such harmonious co-ordination of effort is the 
main cause of practically every business failure. 

An interesting experiment was conducted by this 
author, in collaboration with the students of a well 
known college. Each student was requested to write an 
essay on "How and Why Henry Ford Became 

Each student was required to describe, as a part 
of his or her essay, what was believed to be the nature 
of Ford's real assets, of what these assets consisted in 

The majority of the students gathered financial 
statements and inventories of the Ford assets and used 
these as the basis of their estimates of Ford's wealth. 

Included in these "sources of Ford's wealth" were 
such as cash in banks, raw and finished materials in 
stock, real estate and buildings, good-will, estimated 
at from ten to twenty-five per cent of the value of the 
material assets. 


YOU cannot become a 

power in your 

community nor 

achieve enduring 

success in any worthy 
undertaking until you 
become big enough to 
blame yourself for 
your own mistakes 
and reverses. 

77 ■ 

One student out of the entire group of several 
hundred answered as follows: 

"Henry Ford's assets consist, in the main, of two 
items, viz.: (1) Working capital and raw and finished 
materials; (2) The knowledge, gained from experience, 
of Henry Ford, himself, and the co-operation of a well 
trained organization which understands how to apply 
this knowledge to best advantage from the Ford 
viewpoint. It is impossible to estimate, with anything 
approximating correctness, the actual dollars and 
cents value of either of these two groups of assets, but 
it is my opinion that their relative values are: 

"The organized knowledge of the Ford 
Organization 75% 

The value of cash and physical assets of every 
nature, including raw and finished materials ...25%" 

This author is of the opinion that this statement 
was not compiled by the young man whose name was 
signed to it, without the assistance of some very 
analytical and experienced mind or minds. 

Unquestionably the biggest asset that Henry Ford 
has is his own brain. Next to this would come the 
brains of his immediate circle of associates, for it has 
been through co-ordination of these that the physical 
assets which he controls were accumulated. 

Destroy every plant the Ford Motor Company 
owns: every piece of machinery; every atom of raw or 
finished material, every finished automobile, and 
every dollar on deposit in any bank, and Ford would 
still be the most powerful man, economically, on 
earth. The brains which have built the Ford business 
could duplicate it again in short order. Capital is 


always available, in unlimited quantities, to such 
brains as Ford's. 

Ford is the most powerful man on earth 
(economically) because he has the keenest and most 
practical conception of the principle of ORGANIZED 
KNOWLEDGE of any man on earth, as far as this 
author has the means of knowing. 

Despite Ford's great power and financial success, 
it may be that he has blundered often in the 
application of the principles through which he 
accumulated this power. There is but little doubt that 
Ford's methods of mind co-ordination have often been 
crude; they must needs have been in the earlier days 
of this experience, before he gained the wisdom of 
application that would naturally go with maturity of 

Neither can there be much doubt that Ford's 
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 Edison. It is 
more than probable that Mr. Ford's remarkable insight 
into the laws of nature was first begun as the result of 
his friendly alliance with his own wife long before he 
ever met either Mr. Edison or Mr. Firestone. Many a 
man who never knows the real source of his success is 
made by his wife, through application of the "Master 
Mind" principle. Mrs. Ford is a most remarkably 
intelligent woman, and this author has reason to 
believe that it was her mind, blended with Mr. Ford's, 
which gave him his first real start toward power. 

It may be mentioned, without in any way 
depriving Ford of any honor or glory, that in his 
earlier days of experience he had to combat the 


powerful enemies of illiteracy and ignorance to a 
greater extent than did either Edison or Firestone, 
both of whom were gifted by natural heredity with a 
most fortunate aptitude for acquiring and applying 
knowledge. Ford had to hew this talent out of the 
rough, raw timbers of his hereditary estate. 

Within an inconceivably short period of time Ford 
has mastered three of the most stubborn enemies of 
mankind and transformed them into assets constituting 
the very foundation of his success. 

These enemies are: Ignorance, illiteracy and 

Any man who can stay the hand of these three 
savage forces, much less harness and use them to good 
account, is well worth close study by the less 
fortunate individuals. 

This is an age of INDUSTRIAL POWER in which 
we are living! 

The source of all this POWER is ORGANIZED 
EFFORT. Not only has the management of industrial 
enterprises efficiently organized individual workers, 
but, in many instances, mergers of industry have been 
effected in such a manner and to the end that these 
combinations (as in the case of the United States Steel 
Corporation, for example) have accumulated 
practically unlimited power. 

One may hardly glance at the news of a day's 
events without seeing a report of some business, 
industrial or financial merger, bringing under one 
management enormous resources and thus creating 
great power. 

One day it is a group of banks; another day it is a 


chain of railroads; the next day it is a combination of 
steel plants, all merging for the purpose of developing 
power through highly organized and co-ordinated 

Knowledge, general in nature and unorganized, is 
not POWER; it is only potential power-the material 
out of which real power may be developed. Any 
modern library contains an unorganized record of all 
the knowledge of value to which the present stage of 
civilization is heir, but this knowledge is not power 
because it is not organized. 

Every form of energy and every species of animal 
or plant life, to survive, must be organized. The 
oversized animals whose bones have filled Nature's 
bone-yard through extinction have left mute but 
certain evidence that non-organization means 

From the electron-the smallest particle of matter - 
to the largest star in the universe: these and every 
material thing in between these two extremes offer 
proof positive that one of Nature's first laws is that of 
ORGANIZATION. Fortunate is the individual who 
recognizes the importance of this law and makes it his 
business to familiarize himself with the various ways 
in which the law may be applied to advantage. 

The astute business man has not only recognized 
the importance of the law of organized effort, but he 
has made this law the warp and the woof of his 

Without any knowledge, whatsoever, of the 
principle of mind chemistry, or that such a principle 
exists, many men have accumulated great power by 
merely organizing the knowledge they possessed. 


The majority of all who have discovered the 
principle of mind chemistry and developed that 
principle into a "MASTER MIND" have stumbled upon 
this knowledge by the merest of accident; often failing 
to recognize the real nature of their discovery or to 
understand the source of their power. 

This author is of the opinion that all living 
persons who at the present time are consciously 
making use of the principle of mind chemistry in 
developing power through the blending of minds, may 
be counted on the fingers of the two hands, with, 
perhaps, several fingers left to spare. 

If this estimate is even approximately true the 
student will readily see that there is but slight danger 
of the field of mind chemistry practice becoming 

It is a well known fact that one of the most 
difficult tasks that any business 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 between a group of 
workers, in any undertaking, is next to impossible. 
Only the most efficient leaders can accomplish this 
highly desired object, but once in a great while such a 
leader will rise above the horizon in the field of 
industry, business or finance, and then the world hears 
of a Henry Ford, Thomas A. Edison, John D. 
Rockefeller, Sr., E. H. Harriman or James J. Hill. 

Power and success are practically synonomous 

One grows out of the other; therefore, any person 
who has the knowledge and the ability to develop 
power, through the principle of harmonious 


NEVER, in the history 

of the world, has there 

been such abundant 

opportunity as there is 
now for the person who 
is willing to serve before 
trying to collect. 


co-ordination of effort between individual minds, or 
in any other manner, may be successful in any 
reasonable undertaking that is possible of successful 

It must not be assumed that a "Master Mind" will 
immediately spring, mushroom fashion, out of every 
group of minds which make pretense of co-ordination 
in a spirit of HARMONY! 

Harmony, in the real sense of meaning of the 
word, is as rare among groups of people as is genuine 
Christianity among those who proclaim themselves 

Harmony is the nucleus around which the state of 
mind known as "Master Mind" must be developed. 
Without this element of harmony there can be no 
"Master Mind," a truth which cannot be repeated too 

Woodrow Wilson had in mind the development of 
a "Master Mind," to be composed of groups of minds 
representing the civilized nations of the world, in his 
proposal for establishing the League of Nations. 
Wilson's conception was the most far-reaching 
humanitarian idea ever created in the mind of man, 
because it dealt with a principle which embraces 
sufficient power to establish a real Brotherhood of 
Man on earth. The League of Nations, or some similar 
blending of international minds, in a spirit of 
harmony, is sure to become a reality. 

The time when such unity of minds will take 
place will be measured largely by the time required 
for the great universities and NON-SECTARIAN 
institutions of learning to supplant ignorance and 


superstition with understanding and wisdom. This time 
is rapidly approaching. 

MEETING: The old religious orgy known as the 
"revival" offers a favorable opportunity to study the 
principle of mind chemistry known as "Master Mind." 

It will be observed that music plays no small part 
in bringing about the harmony essential to the 
blending of a group of minds in a revival meeting. 
Without music the revival meeting would be a tame 

During revival services the leader of the meeting 
has no difficulty in creating harmony in the minds of 
his devotees, but it is a well known fact that this state 
of harmony lasts no longer than the presence of the 
leader, after which the "Master Mind" he has 
temporarily created disintegrates. 

By arousing the emotional nature of his followers 
the revivalist has no difficulty, under the proper stage 
setting and with the embellishment of the right sort of 
music, in creating a "Master Mind" which becomes 
noticeable to all who come in contact with it. The very 
air becomes charged with a positive, pleasing 
influence which changes the entire chemistry of all 
minds present. 

The revivalist calls this energy "the Spirit of the 

This author, through experiments conducted with 
a group of scientific investigators and laymen (who 
were unaware of the nature of the experiment), has 
created the same state of mind and the same positive 
atmosphere without calling it the Spirit of the Lord. 

On many occasions this author has witnessed the 


creation of the same positive atmosphere in a group of 
men and women engaged in the business of 
salesmanship, without calling it the Spirit of the Lord. 

The author helped conduct a school of 
salesmanship for Harrison Parker, founder of the Co- 
operative Society, of Chicago, and, by the use of the 
same principle of mind chemistry which the revivalist 
calls the Spirit of the Lord, so transformed the nature 
of a group of 3,000 men and women (all of whom were 
without former sales experience) that they sold more 
than $10,000,000.00 worth of securities in less than 
nine months, and earned more than $1,000,000 for 

It was found that the average person who joined 
this school would reach the zenith of his or her selling 
power within one week, after which it was necessary 
to revitalize the individual's brain through a group 
sales meeting. These sales meetings were conducted 
on very much the same order as are the modern revival 
meetings of the religionist, with much the same stage 
equipment, including music and "high-powered" 
speakers who exhorted the salespeople in very much 
the same manner as does the modern religious 

Call it religion, psychology, mind chemistry or 
anything you please (they are all based upon the same 
principle), but there is nothing more certain than the 
fact that wherever a group of minds are brought into 
contact, in a spirit of PERFECT HARMONY, each 
mind in the group becomes immediately supplemented 
and re-enforced by a noticeable energy called a 
"Master Mind." 

For all this writer professes to know this 
uncharted energy may be the Spirit of the Lord, but it 

operates just as favorably when called by any other 

The human brain and nervous system constitute a 
piece of intricate machinery which but few, if any, 
understand. When controlled and properly directed 
this piece of machinery can be made to perform 
wonders of achievement and if not controlled it will 
perform wonders fantastic and phantom-like in nature, 
as may be seen by examining the inmates of any 
insane asylum. 

The human brain has direct connection with a 
continuous influx of energy from which man derives 
his power to think. The brain receives this energy, 
mixes it with the energy created by the food taken into 
the body, and distributes it to every portion of the 
body, through the aid of the blood and the nervous 
system. It thus becomes what we call life. 

From what source this outside energy comes no 
one seems to know; all we know about it is that we 
must have it or die. It seems reasonable to suppose 
that this energy is none other than that which we call 
ether, and that it flows into the body along with the 
oxygen from the air, as we breathe. 

Every normal human body possesses a first-class 
chemical laboratory and a stock of chemicals 
sufficient to carry on the business of breaking up, 
assimilating and properly mixing and compounding 
the food we take into the body, preparatory to 
distributing it to wherever it is needed as a body 

Ample tests have been made, both with man and 
beast, to prove that the energy known as the mind 
plays an important part in this chemical operation of 
compounding and transforming food into the required 
substances to build and keep the body in repair. 


It is known that worry, excitement or fear will 
interfere with the digestive process, and in extreme 
cases stop this process altogether, resulting in illness 
or death. It is obvious, then, that the mind enters into 
the chemistry of food digestion and distribution. 

It is believed by many eminent authorities, 
although it may never have been scientifically proved, 
that the energy known as mind or thought may become 
contaminated with negative or "unsociable" units to 
such an extent that the whole nervous system is 
thrown out of working order, digestion is interfered 
with and various and sundry forms of disease will 
manifest themselves. Financial difficulties and 
unrequited love affairs head the list of causes of such 
mind disturbances. 

A negative environment such as that existing 
where some member of the family is constantly 
"nagging," will interfere with the chemistry of the 
mind to such an extent that the individual will lose 
ambition and gradually sink into oblivion. It is 
because of this fact that the old saying that a man's 
wife may either "make" or "break" him is literally 
true. In a subsequent lesson a whole chapter on this 
subject is addressed to the wives of men. 

Any high-school student knows that certain food 
combinations will, if taken into the stomach, result in 
indigestion, violent pain and even death. Good health 
depends, in part at least, upon a food combination that 
"harmonizes." But harmony of food combinations is 
not sufficient to insure good health; there must be 
harmony, also, between the units of energy known as 
the mind. 

A man is half whipped 
the minute he begins 
to feel sorry for 
himself, or to spin an 

alibi with which he 

would explain away 

his defects. 


"Harmony" seems to be one of Nature's laws, 
without which there can be no such thing as 
ORGANIZED ENERGY, or life in any form 

The health of the body as well as the mind is 
literally built around, out of and upon the principle of 
HARMONY! The energy known as life begins to 
disintegrate and death approaches when the organs of 
the body stop working in harmony. 

The moment harmony ceases at the source of any 
form of organized energy (power) the units of that 
energy are thrown into a chaotic state of disorder and 
the power is rendered neutral or passive. 

Harmony is also the nucleus around which the 
principle of mind chemistry known as a "Master 
Mind" develops power. Destroy this harmony and you 
destroy the power growing out of the co-ordinated 
effort of a group of individual minds. 

This truth has been stated, re-stated and presented 
in every manner which the author could conceive, 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 very largely a matter of adaptation to 
environment in such a manner that there is harmony 
between the individual and his environment. The 
palace of a king becomes as a hovel of a peasant if 
harmony does not abound within its walls. Conversely 
stated, the hut of a peasant may be made to yield more 
happiness than that of the mansion of the rich man, if 
harmony obtains in the former and not in the latter. 

Without perfect harmony the science of 
astronomy would be as useless as the "bones of a 


saint," because the stars and planets would clash with 
one another, and all would be in a state of chaos and 

Without the law of harmony an acorn might grow 
into a heterogeneous tree consisting of the wood of 
the oak, poplar, maple and what not. 

Without the law of harmony the blood 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 be mistaken, by the 
superstitious, to signify man's relationship to a certain 
imaginary gentleman with horns, often referred to by 
the more primitive type. 

Without the law of harmony there can be no 
organization of knowledge, for what, may one ask, is 
organized knowledge except the harmony of facts and 
truths and natural laws? 

The moment discord begins to creep in at the 
front door harmony edges out at the back door, so to 
speak, whether the application is made to a business 
partnership or the orderly movement of the planets of 
the heavens. 

If the student gathers the impression that the 
author is laying undue stress upon the importance of 
HARMONY, let it be remembered that lack of 
harmony is the first, and often the last and only, cause 

There can be no poetry nor music nor oratory 
worthy of notice without the presence of harmony. 

Good architecture is largely a matter of harmony. 
Without harmony a house is nothing but a mass of 
building material, more or less a monstrosity. 

Sound business management plants the very 
sinews of its existence in harmony. 


Every well dressed man or woman is a living 
picture and a moving example of harmony. 

With all these workaday illustrations of the 
important part which harmony plays in the affairs of 
the world - nay, in the operation of the entire universe 
- how could any intelligent person leave harmony out 
of his "Definite Aim" in life? As well have no 
"definite aim" as to omit harmony as the chief stone 
of its foundation. 

The human body is a complex organization of 
organs, glands, blood vessels, nerves, brain cells, 
muscles, etc. The mind energy which stimulates to 
action and co-ordinates the efforts of the component 
parts of the body is also a plurality of ever-varying 
and changing energies. From birth until death there is 
continuous struggle, often assuming the nature of open 
combat, between the forces of the mind. For example, 
the life-long struggle between the motivating forces 
and desires of the human mind, which takes place 
between the impulses of right and wrong, is well 
known to everyone. 

Every human being possesses at least two distinct 
mind powers or personalities, and as many as six 
distinct personalities have been discovered in one 
person. One of man's most delicate tasks is that of 
harmonizing these mind forces so that they may be 
organized and directed toward the orderly attainment 
of a given objective. Without this element of harmony 
no individual can become an accurate thinker. 

It is no wonder that leaders in business and 
industrial enterprises, as well as those in politics and 


and other fields of endeavor, find it so difficult to 
organize groups of people so they will function in the 
attainment of a given objective, without friction. Each 
individual human being possesses forces, within 
himself, which are hard to harmonize, even when he is 
placed in the environment most favorable to harmony. 
If the chemistry of the individual's mind is such that 
the units of his mind cannot be easily harmonized, 
think how much more difficult it must be to harmonize 
a group of minds so they will function as one, in an 
orderly manner, through what is known as a "Master 

The leader who successfully develops and directs 
the energies of a "Master Mind" must possess tact, 
patience, persistence, self-confidence, intimate 
knowledge of mind chemistry and the ability to adapt 
himself (in a state of perfect poise and harmony) to 
quickly changing circumstances, without showing the 
least sign of annoyance. 

How many are there who can measure up to this 

The successful leader must possess the ability to 
change the color of his mind, chameleon-like, to fit 
every circumstance that arises in connection with the 
object of his leadership. Moreover, he must possess 
the ability to change from one mood to another 
without showing the slightest signs of anger or lack of 
self-control. The successful leader must understand 
the Fifteen Laws of Success and be able to put into 
practice any combination of these Fifteen Laws 
whenever occasion demands. 

Without this ability no leader can be powerful, 
and without power no leader can long endure. 


been a general misconception of the meaning of the 
word "educate." The dictionaries have not aided in the 
elimination of this misunderstanding, because they 
have defined the word "educate" as an act of imparting 

The word educate has its roots in the Latin word 
educo, which means to develop FROM WITHIN; to 
educe; to draw out; to grow through the law of USE. 

Nature hates idleness in all its forms. She gives 
continuous life only to those elements which are in 
use. Tie up an arm, or any other portion of the body, 
taking it out of use, and the idle part will soon 
atrophy and become lifeless. Reverse the order, give 
an arm more than normal use, such as that engaged in 
by the blacksmith who wields a heavy hammer all day 
long, and that arm (developed from within) grows 

Power grows out of ORGANIZED KNOWLEDGE, 
but, mind you, it "grows out of it" through application 
and use! 

A man may become a walking encyclopaedia of 
knowledge without possessing any power of value. 
This knowledge becomes power only to the extent that 
it is organized, classified and put into action. Some of 
the best educated men the world has known possessed 
much less general knowledge than some who have 
been known as fools, the difference between the two 
being that the former put what knowledge they 
Possessed into use while the latter made no such 

An "educated" person is one who knows how to 
acquire everything he needs in the attainment of his 
main Purpose in life, without violating the rights of 


SEEK the counsel of 

men who will tell you 

the truth about 

yourself, even if it 

hurts you to hear it. 

Mere commendation 

will not bring the 

improvement you 



his fellow men. It might be a surprise to many so- 
called men of "learning" to know that they come 
nowhere near qualification as men of "education." It 
might also be a great surprise to many who believe 
they suffer from lack of "learning" to know that they 
are well "educated." 

The successful lawyer is not necessarily the one 
who memorizes the greatest number of principles of 
law. On the contrary, the successful lawyer is the one 
who knows where to find a principle of law, plus a 
variety of opinions supporting that principle which fit 
the immediate needs of a given case. 

In other words, the successful lawyer is he who 
knows where to find the law he wants when he needs 

This principle applies, with equal force, to the 
affairs of industry and business. 

Henry Ford had but little elementary schooling, 
yet he is one of the best "educated" men in the world 
because he has acquired the ability so to combine 
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 Mr. Ford 
brought suit against the Chicago Tribune, charging 
that newspaper with libelous publication of statements 
concerning him, one of which was the statement that 
Ford was an "ignoramus," an ignorant pacifist, etc. 

When the suit came up for trial the attorneys for 
the Tribune undertook to prove, by Ford himself, that 
their statement was true; that he was ignorant, and 
with this object in view they catechized and cross- 
examined him on all manner of subjects. 

One question they asked was: 

"How many soldiers did the British send over to 
subdue the rebellion in the Colonies in 1776?" 

With a dry grin on his face Ford nonchalantly 

"I do not know just how many, but I have heard 
that it was a lot more than ever went back." 

Loud laughter from Court, jury, court-room 
spectators, and even from the frustrated lawyer who 
had asked the question. 

This line of interrogation was continued for an 
hour or more, Ford keeping perfectly calm the 
meanwhile. Finally, however, he had permitted the 
"smart Aleck" lawyers to play with him until he was 
tired of it, and in reply to a question which was 
particularly obnoxious and insulting, Ford 
straightened himself up, pointed his finger at the 
questioning lawyer and replied: 

"If I should really wish to answer the foolish 
question you have just asked, or any of the others you 
have been asking, let me remind you that I have a row 
of electric push-buttons hanging over my desk and by 
placing my finger on the right button I could call in 
men who could give me the correct answer to all the 
questions you have asked and to many that you have 
not the intelligence either to ask or answer. Now, will 
you kindly tell me why I should bother about filling 
my mind with a lot of useless details in order to 
answer every fool question that anyone may ask, when 
I have able men all about me who can supply me with 
all the facts I want when I call for them?" 

This answer is quoted from memory, but it 
substantially relates Ford's answer. 


There was silence in the court-room. The 
questioning attorney's under jaw dropped down, his 
eyes opened widely; the judge leaned forward from the 
bench and gazed in Mr. Ford's direction; many of the 
jury awoke and looked around as if they had heard an 
explosion (which they actually had). 

A prominent clergyman who was present in the 
court-room at the time said, later, that the scene 
reminded him of that which must have existed when 
Jesus Christ was on trial before Pontius Pilate, just 
after He had given His famous reply to Pilate's 
question, "What is truth?" 

In the vernacular of the day, Ford's reply knocked 
the questioner cold. 

Up to the time of that reply the lawyer had been 
enjoying considerable fun at what he believed to be 
Ford's expense, by adroitly displaying his (the 
lawyer's) sample case of general knowledge and 
comparing it with what he inferred to be Ford's 
ignorance as to many events and subjects. 

But that answer spoiled the lawyer's fun 1 

It also proved once more (to all who had the 
intelligence to accept the proof) that true education 
means mind development; not merely the gathering 
and classifying of knowledge. 

Ford could not, in all probability, have named the 
capitals of all the States of the United States, but he 
could have and in fact had gathered the "capital" with 
which to "turn many wheels" within every State in the 

Education-let us not forget this-consists of the 
power with which to get everything one needs when he 
needs it, without violating the rights of his fellow 
men. Ford comes well within that definition, and for 

the reason which the author has here tried to make 
plain, by relating the foregoing incident connected 
with the simple Ford philosophy. 

There are many men of "learning" who could 
easily entangle Ford, theoretically, with a maze of 
questions none of which he, personally, could answer. 
But Ford could turn right around and wage a battle in 
industry, or finance that would exterminate those same 
men, with all of their knowledge and all of their 

Ford could not go into his chemical laboratory 
and separate water into its component atoms of 
hydrogen and oxygen and then re-combine these atoms 
in their former order, but he knows how to surround 
himself with chemists who can do this for him if he 
wants it done. The man who can intelligently use the 
knowledge possessed by another is as much or more a 
man of education as the person who merely has the 
knowledge but does not know what to do with it. 

The president of a well known college inherited a 
large tract of very poor land. This land had no timber 
of commercial value, no minerals or other valuable 
appurtenances, therefore it was nothing but a source 
of expense to him, for he had to pay taxes on it. The 
State built a highway through the land. An 
"uneducated" man who was driving his automobile 
over this road observed that this poor land was on top 
of a mountain which commanded a wonderful view for 
many miles in all directions. He (the ignorant one) 
also observed that the land was covered with a growth 
of small pines and other saplings. He bought fifty 
acres of the land for $10.00 an acre. Near the public 
highway he built a unique log house to which he 
attached a large dining room. Near the house he put in 


a gasoline filling station. He built a dozen single- 
room log houses along the road, these he rented out to 
tourists at $3.00 a night, each. The dining room, 
gasoline filling station and log houses brought him a 
net income of $15,000.00 the first year. The next year 
he extended his plan by adding fifty more log houses, 
of three rooms each, which he now rents out as 
summer country homes to people in a near-by city, at 
a rental of $150.00 each for the season. 

The building material cost him nothing, for it 
grew on his land in abundance (that same land which 
the college president believed to be worthless). 

Moreover, the unique and unusual appearance of 
the log bungalows served as an advertisement of the 
plan, whereas many would have considered it a real 
calamity had they been compelled to build out of such 
crude materials. 

Less than five miles from the location of these 
log houses this same man purchased an old worked-out 
farm of 150 acres, for $25.00 an acre, a price which 
the seller believed to be extremely high. 

By building a dam, one hundred feet in length, 
the purchaser of this old farm turned a stream of water 
into a lake that covered fifteen acres of the land, 
stocked the lake with fish, then sold the farm off in 
building lots to people who wanted summering places 
around the lake. The total profit realized from this 
simple transaction was more than $25,000.00, and the 
time required for its consummation was one summer. 

Yet this man of vision and imagination was not 
"educated" in the orthodox meaning of that term. 

Let us keep in mind the fact that it is through 


WHEN you lose your 
sense of humor, get a 
job running an 

elevator, because your 
life will be a series of 



these simple illustrations of the use of organized 
knowledge that one may become educated and 

In speaking of the transaction here related, the 
college president who sold the fifty acres of worthless 
(?) land for $500.00 said: 

"Just think of it! That man, whom most of us 
might call ignorant, mixed his ignorance with fifty 
acres of worthless land and made the combination 
yield more yearly than I earn from five years of 
application of so-called education." 

There is an opportunity, if not scores of them, in 
every State in America, to make use of the idea here 
described. From now on make it your business to 
study the lay of all land you see that is similar to that 
described in this lesson, and you may find a suitable 
place for developing a similar money-making 
enterprise. The idea is particularly adaptable in 
localities where bathing beaches are few, as people 
naturally like such conveniences. 

The automobile has caused a great system of 
public highways to be built throughout the United 
States. On practically every one of these highways 
there is a suitable spot for a "Cabin City" for tourists 
which can be turned into a regular money-making mint 
by the man with the IMAGINATION and SELF- 
CONFIDENCE to do it. 

There are opportunities to make money all around 
you. This course was designed to help you "see" these 
opportunities, and to inform you how to make the 
most of them after you discover them. 



RAILROAD OFFICIALS who want a better spirit of 
co-operation between their trainmen and the public 
they serve. 

SALARIED PEOPLE who wish to increase their 
earning power and market their services to better 

SALESPEOPLE who wish to become masters in their 
chosen field. The Law of Success philosophy covers 
every known law of selling, and includes many 
features not included in any other course. 

the value of greater harmony among their 

RAILROAD EMPLOYEES who wish to establish 
records of efficiency which will lead to more 
responsible positions, with greater pay. 

MERCHANTS who wish to extend their business by 
adding new customers. The Law of Success 
philosophy will help any merchant increase his 
business by teaching him how to make a walking 
advertisement of every customer who comes into his 

AUTOMOBILE AGENTS who wish to increase the 
selling power of their salesmen. A large part of the 
Law of Success course was developed from the 
lifework and experience of the greatest automobile 
salesman living, and it is therefore of unusual help 
to the Sales Manager who is directing the efforts of 
Automobile Salesmen. 

LIFE INSURANCE AGENTS who wish to add new 


policy-holders and increase the insurance on 
present policy-holders. One Life Insurance 
Salesman, in Ohio, sold a Fifty Thousand Dollar 
policy to one of the officials of the Central Steel 
Company, as the result of but one reading of the 
lesson on "Profiting by Failures." This same 
salesman has become one of the star men of the New 
York Life Insurance Company's staff, as the result 
of his training in the Fifteen Laws of Success. 

SCHOOL TEACHERS who wish to advance to the top 
in their present occupation, or who are looking for 
an opportunity to enter the more profitable field of 
business as a life-work. 

STUDENTS, both College and High School, who are 
undecided as to what field of endeavor they wish to 
enter as a life-work. The Law of Success course 
covers a complete Personal Analysis service which 
helps the student of the philosophy to determine the 
work for which he or she is best fitted. 

BANKERS who wish to extend their business through 
better and more courteous methods of serving their 

BANK CLERKS who are ambitious to prepare 
themselves for executive positions in the field of 
banking, or in some commercial or industrial field. 

PHYSICIANS and DENTISTS who wish to extend 
their practice without violating the ethics of their 
profession by direct advertising. A prominent 
physician has said that the Law of Success course is 
worth $1,000.00 to any professional man or woman 
whose professional ethics prevent direct advertising. 

PROMOTERS who wish to develop new and 
heretofore unworked combinations in business or 


The principle described in this Introductory Lesson 
is said to have made a small fortune for a man who 
used it as the basis of a real estate promotion. 

REAL ESTATE MEN who wish new methods for 
promoting sales. This Introductory Lesson contains a 
description of an entirely new real-estate promotion 
plan which is sure to make fortunes for many who 
will put it to use. This plan may be put into 
operation in practically every State. Moreover, it 
may be employed by men who never promoted an 

FARMERS who wish to discover new methods of 
marketing their products so as to give them greater 
net returns, and those who own lands suitable for 
subdivision promotion under the plan referred to at 
the end of this Introductory Lesson. Thousands of 
farmers have "gold mines" in the land they own 
which is not suitable for cultivation, which could be 
used for recreation and resort purposes, on a highly 
profitable basis. 

looking for a practical plan to promote themselves 
into higher and better paying positions. The Law of 
Success course is said to be the best course ever 
written on the subject of marketing personal 

PRINTERS who want a larger volume of business and 
more efficient production as the result of better 
cooperation among their own employees. 

DAY LABORERS who have the ambition to advance 
into more responsible positions, in work that has 
greater responsibilities and consequently offers 
more pay. 


LAWYERS who wish to extend their clientele through 

dignified, ethical methods which will bring them to 

the attention, in a favorable way, of a greater 

number of people who need legal services. 
BUSINESS EXECUTIVES who wish to expand their 

present business, or who wish to handle their present 

volume with less expense, as the result of greater 

co-operation between their employees. 
LAUNDRY OWNERS who wish to extend their 

business by teaching their drivers how to serve more 

courteously and efficiently. 

bigger and more efficient sales organizations. 
CHAIN STORE MANAGERS who want a greater 

volume of business as the result of more efficient 

individual sales efforts. 
MARRIED PEOPLE who are unhappy, and therefore 

unsuccessful, because of lack of harmony and 

cooperation in the home. 

To all described in the foregoing classification 
the Law of Success philosophy offers both DEFINITE 
and SPEEDY aid. 









-Robert Louis Stevenson. 



The purpose of this summary is to aid the student 
in mastering the central idea around which the lesson 
has been developed. This idea is represented by the 
term "Master Mind" which has been described in great 
detail throughout the lesson. 

All new ideas, and especially those of an abstract 
nature, find lodgment in the human mind only after 
much repetition, a well known truth which accounts 
for the re-statement, in this summary, of the principle 
known as the "Master Mind." 

A "Master Mind" may be developed by a friendly 
alliance, in a spirit of harmony of purpose, between 
two or more minds. 

This is an appropriate place at which to explain 
that out of every alliance of minds, whether in a spirit 
of harmony or not, there is developed another mind 
which affects all participating in the alliance. No two 
or more minds ever met without creating, out of the 
contact, another mind, but not always is this invisible 
creation a "Master Mind." 

There may be, and altogether too often there is, 
developed out of the meeting of two or more minds a 
negative power which is just the opposite to a "Master 

There are certain minds which, as has already 
been stated throughout this lesson, cannot be made to 
blend in a spirit of harmony. This principle has its 
comparable analogy in chemistry, reference to which 
may enable the student to grasp more clearly the 
principle here referred to. 


For example, the chemical formula H 2 (meaning 
the combining of two atoms of hydrogen with one 
atom of oxygen) changes these two elements into 
water. One atom of hydrogen and one atom of oxygen 
will not produce water; moreover, they cannot be 
made to associate themselves in harmony! 

There are many known elements which, when 
combined, are immediately transformed from harmless 
into deadly poisonous substances. Stated differently, 
many well known poisonous elements are neutralized 
and rendered harmless when combined with certain 
other elements. 

Just as the combining of certain elements changes 
their entire nature, the combining of certain minds 
changes the nature of those minds, producing either a 
certain degree of what has been called a "Master 
Mind," or its opposite, which is highly destructive. 

Any man who has found his mother-in-law to be 
incompatible has experienced the negative application 
of the principle known as a "Master Mind." For some 
reason as yet unknown to investigators in the field of 
mind behavior, the majority of mothers-in-law appear 
to affect their daughters' husbands in a highly 
negative manner, the meeting of their minds with 
those of their sons-in-law creating a highly 
antagonistic influence instead of a "Master Mind." 

This fact is too well known as a truth to make 
extended comment necessary. 

Some minds will not be harmonized and cannot be 
blended into a "Master Mind," a fact which all leaders 
of men will do well to remember. It is the leader's 
responsibility so to group his men that those who have 
been placed at the most strategic points in his organ- 


ization are made up of individuals whose minds CAN 
and WILL BE blended in a spirit of friendliness and 

Ability so to group men is the chief outstanding 
quality of leadership. In Lesson Two of this course the 
student will discover that this ability was the main 
source of both the power and fortune accumulated by 
the late Andrew Carnegie. 

Knowing nothing whatsoever of the technical end 
of the steel business, Carnegie so combined and 
grouped the men of which his "Master Mind" was 
composed that he built the most successful steel 
industry known to the world during his life-time. 

Henry Ford's gigantic success may be traced to 
the successful application of this selfsame principle. 
With all the self-reliance a man could have, Ford, 
nevertheless, did not depend upon himself for the 
knowledge necessary in the successful development of 
his industries. 

Like Carnegie, he surrounded himself with men 
who supplied the knowledge which he, himself, did 
not and could not possess. 

Moreover, Ford picked men who could and did 
harmonize in group effort. 

The most effective alliances, which have resulted 
in the creation of the principle known as the "Master 
Mind," have been those developed out of the blending 
of the minds of men and women. The reason for this is 
the fact that the minds of male and female will more 
readily blend in harmony than will the minds of males. 
Also, the added stimulus of sexual contact often enters 
into the development of a "Master Mind" between a 
man and a woman. 


It is a well known fact that the male of the 
species is keener and more alert for "the chase," let 
the goal or object of the chase be what it may, when 
inspired and urged on by a female. 

This human trait begins to manifest itself in the 
male at the age of puberty, and continues throughout 
his life. The first evidence of it may be observed in 
athletics, where boys are playing before an audience 
made up of females. 

Remove the women from the audience and the 
game known as football would soon become a very 
tame affair. A boy will throw himself into a football 
game with almost superhuman effort when he knows 
that the girl of his choice is observing him from the 

And that same boy will throw himself into the 
game of accumulating money with the same 
enthusiasm when inspired and urged on by the woman 
of his choice; especially if that woman knows how to 
stimulate his mind with her own, through the law of 
the "Master Mind." 

On the other hand, that same woman may, through 
a negative application of the law of the "Master Mind" 
(nagging, jealousy, selfishness, greed, vanity), drag 
this man down to sure defeat! 

The late Elbert Hubbard understood the principle 
here described so well that when he discovered that 
the incompatibility between himself and his first wife 
was dragging him down to sure defeat he ran the 
gamut of public opinion by divorcing her and 
marrying the woman who is said to have been the main 
source of his inspiration. 

Not every man would have had the courage to 


defy public opinion, as Hubbard did, but who is wise 
enough to say that his action was not for the best 
interest of all concerned? 

A man's chief business in life is to succeed! 

The road to success may be, and generally is, 
obstructed by many influences which must be removed 
before the goal can be reached. One of the most 
detrimental of these obstacles is that of unfortunate 
alliance with minds which do not harmonize. In such 
cases the alliance must be broken or the end is sure to 
be defeat and failure. 

The man who has mastered the six basic fears, 
one of which is the Fear of Criticism, will have no 
hesitancy in taking what may seem to the more 
convention-bound type of mind to be drastic action 
when he finds himself circumscribed and bound down 
by antagonistic alliances, no matter of what nature or 
with whom they may be. 

It is a million times better to meet and face 
criticism than to be dragged down to failure and 
oblivion on account of alliances which are not 
harmonious, whether the alliances be of a business or 
social nature. 

To be perfectly frank, the author is here 
justifying divorce, when the conditions surrounding 
marriage are such that harmony cannot prevail. This is 
not intended to convey the belief that lack of harmony 
may not be removed through other methods than that 
of divorce; for there are instances where the cause of 
antagonism may be removed and harmony established 
without taking the extreme step of divorce. 

While it is true that some minds will not blend in 
a spirit of harmony, and cannot be forced or induced 
to do so, because of the chemical nature of the 


IF you cannot do great 
things yourself, remember 
that you may do small 
things in a great way. 


individuals' brains, DO NOT BE TOO READY TO 

Remember, also, that a mind which cannot and 
will not harmonize with one person or persons may 
harmonize perfectly with other types of minds. 
Discovery of this truth has resulted in radical changes 
in methods of employing men. It is no longer 
customary to discharge a man because he does not fit 
in the position for which he was originally hired. The 
discriminating leader endeavors to place such a man in 
some other position, where, it has been proved more 
than once, misfits may become valuable men. 

The student of this course should be sure that the 
principle described as the "Master Mind" is 
thoroughly understood before 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. 

If you are not sure that you understand this law, 
communicate with the author of the course and secure 
further explanation by asking such questions as you 
may wish concerning points in connection with which 
you believe you need further information. 

You cannot spend too much time in serious 
thought and contemplation in connection with the law 
of the "Master Mind," for the reason that when you 
have mastered this law and have learned how to apply 
it new worlds of opportunity will open to you. 

This Introductory Lesson, while not really 
intended as a separate lesson of the Law of Success 


course, contains sufficient data to enable the student 
who has an aptitude for selling to become a Master 

Any sales organization may make effective use of 
the law of the "Master Mind" by grouping the 
salesmen in groups of two or more people who will 
ally themselves in a spirit of friendly co-operation and 
apply this law as suggested in this lesson. 

An agent for a well known make of automobile, 
who employs twelve salesmen, has grouped his 
organization in six groups of two men each, with the 
object of applying the law of the "Master Mind," with 
the result that all the salesmen have established new 
high sales records. 

This same organization has created what it calls 
the "One-A-Week Club," meaning that each man 
belonging to the Club has averaged the sale of one car 
a week since the Club was organized. 

The results of this effort have been surprising to 

Each man belonging to the Club was provided 
with a list of 100 prospective purchasers of 
automobiles. Each salesman sends one postal card a 
week to each of his 100 prospective purchasers, and 
makes personal calls on at least ten of these each day. 

Each postal card is confined to the description of 
but one advantage of the automobile the salesman is 
selling, and asks for a personal interview. 

Interviews have increased rapidly, as have, also, 

The agent who employs these salesmen has 
offered an extra cash bonus to each salesman who 
earns the right to membership in the "One-A-Week 
Club" by averaging one car a week. 


The plan has injected new vitality into the entire 
organization. Moreover, the results of the plan are 
showing in the weekly sales record of each salesman. 

A similar plan could be adopted very effectively 
by Life Insurance Agencies. Any enterprising General 
Agent might easily double or even triple the volume 
of his business, with the same number of salesmen, 
through the use of this plan. 

Practically no changes whatsoever would need to 
be made in the method of use of the plan. The Club 
might be called the "Policy-A-Week Club," meaning 
that each member pledged himself to sell at least one 
policy, of an agreed minimum amount, each week. 

The student of this course who has mastered the 
second lesson, and understands how to apply the 
fundamentals of that lesson (A Definite Chief Aim) 
will be able to make much more effective use of the 
plan here described. 

It is not suggested or intended that any student 
shall undertake to apply the principles of this lesson, 
which is merely an Introductory Lesson, until he has 
mastered at least the next five lessons of the Law of 
Success course. 

The main purpose of this Introductory Lesson is 
to state some of the principles upon which the course 
is founded. These principles are more accurately 
described, and the student is taught in a very definite 
manner how to apply them, in the individual lessons 
of the course. 

The automobile sales organization referred to in 
this summary meets at luncheon once a week. One 
hour and a half is devoted to luncheon and to the 
discussion of ways and means of applying the prin- 


ciples of this course. This gives each man an 
opportunity to profit by the ideas of all the other 
members of the organization. 

Two tables are set for the luncheon. 

At one table all who have earned the right to 
membership in the One-A-Week Club are seated. At 
the other table, which is serviced with tinware instead 
of china, all who did not earn the right to membership 
in the Club are seated. These, needless to say, become 
the object of considerable good-natured chiding from 
the more fortunate members seated at the other table. 

It is possible to make an almost endless variety of 
adaptations of this plan, both in the field of 
automobile salesmanship and in other fields of selling. 

The justification for its use is that it pays! 

It pays not only the leader or manager of the 
organization, but every member of the sales force as 

This plan has been briefly described for the 
purpose of showing the student of this course how to 
make practical application of the principles outlined 
in this course. 

The final acid test of any theory or rule or 
principle is that it will ACTUALLY WORK! The law 
of the "Master Mind" has been proved sound because 
it WORKS. 

If you understand this law you are now ready to 
proceed with Lesson Two, in which you will be 
further and much more deeply initiated in the 
application of the principles described in this 
Introductory Lesson. 










Study this chart carefully and com- 
pare the ratings of these ten men 
before grading yourself, in the two 
columns at the right. 

Grade yourself in 
these two col- 

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umns, before and 

5 z 

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04 S5 


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after completing 


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I. Definite Chief Aim 

II. Self-Confidence 

III. Habit of Saving 

IV. Initiative & Leadership 

V. Imagination 

VI. Enthusiasm 

VII. Self-Control 

VIII. Habit of Doing More Than Paid For 

IX. Pleasing Personality 

X. Accurate Thinking 
XL Concentration 

XII. Cooperation 

XIII. Profting by Failure 

XIV. Tolerance 

XV. Practicising Golden Rule 

































































































































































The ten men who have been analyzed, in the above chart, are well known 
throughout the world. Eight of these are known to be success-ful, while two are 
generally considered to have been failures. The failures are Jesse James and 
Napoleon Bonaparte. They have been analyzed for comparison. Carefully 
observe where these two men have been graded zero and you will see why they 
failed. A grading of zero on any one of the Fifteen Laws of Success is sufficient to cause 
failure , even though all other grades are high. 

Notice that all the successful men grade 100% on a Definite Chief Aim. 
This is a prerequisite to success, in all cases, without exception. If you 
wish to conduct an interesting experiment replace the above ten names 
with the names of ten people whom you know, five of whom are successful 
and five of whom are failures, and grade each of them. When you are 
through, GRADE YOURSELF, taking care to see that you really know 
what are vour weaknesses. 



An After-the-Lesson Visit With the Author 

The Six Specters are labeled: Fear of Poverty, 
Fear of Death, Fear of Ill-Health, Fear of the 
Loss of Love, Fear of Old Age, Fear of 

Every person on earth is afraid of something. Most 
fears are inherited. In this essay you may study the 
six basic fears which do the most damage. Your fears 
must be mastered before you can win in any worth- 
while undertaking in life. Find out how many of the 
six fears are bothering you, but more important than 
this, determine, also how to conquer these fears. 

IN this picture you have the opportunity to study 
our six worst enemies. 

These enemies are not beautiful. The artist who 
drew this picture did not paint the six characters as 
ugly as they really are. If he had, no one would have 
believed him. 


As you read about these ugly characters analyze 
yourself and find out which of them does YOU the 
most damage! 

The purpose of this essay is to help the readers of 
this course throw off these deadly enemies. Observe 
that the six characters are at your back, where you 
cannot conveniently see them. 

Every human being on this earth is bound down to 
some extent by one or more of these unseen FEARS. 
The first step to be taken in killing off these enemies 
is to find out where and how you acquired them. 

They got their grip upon you through two forms 
of heredity. One is known as physical heredity, to 
which Darwin devoted so much study. The other is 
known as social heredity, through which the fears, 
superstitions and beliefs of men who lived during the 
dark ages have been passed on from one generation to 

Let us study, first, the part that physical heredity 
has played in creating these six BASIC FEARS. 
Starting at the beginning, we find that Nature has been 
a cruel builder. From the lowest form of life to the 
highest, Nature has permitted the stronger to prey 
upon the weaker forms of animal life. 

The fish prey upon the worms and insects, eating 
them bodily. Birds prey upon the fish. Higher forms of 
animal life prey upon the birds, and upon one another, 
all the way up the line to man. And, man preys upon 
all the other lower forms of animal life, and upon 


The whole story of evolution is one unbroken 
chain of evidence of cruelty and destruction of the 
weaker by the stronger. No wonder the weaker forms 
of animal life have learned to FEAR the stronger. The 
Fear consciousness is born in every living animal. 

So much for the FEAR instinct that came to us 
through physical heredity. Now let us examine social 
heredity, and find out what part it has played in our 
make-up. The term "social heredity" has reference to 
everything that we are taught, everything we learn or 
gather from observation and experience with other 
living beings. 

Lay aside any prejudices and fixed opinions you 
may have formed, at least temporarily, and you may 
know the truth about your Six Worst Enemies, starting 

THE FEAR OF POVERTY! It requires courage to 
tell the truth about the history of this enemy of 
mankind, and still greater courage to hear the truth 
after it has been told. The Fear of Poverty grows out 
of man's habit of preying upon his fellow men, 
economically. The animals which have instinct, but no 
power to THINK, prey upon one another physically. 
Man, with his superior sense of intuition, and his more 
powerful weapon of THOUGHT, does not eat his 
fellow man bodily; he gets more pleasure from eating 

So great an offender is man, in this respect, that 
nearly every state and nation has been obliged to pass 
laws, scores of laws, to protect the weak from the 
strong. Every blue-sky law is indisputable evidence 


of man's nature to prey upon his weaker brother 

The second of the Six Basic Fears with which 
man is bound down is: 

THE FEAR OF OLD AGE! This Fear grows out of 
two major causes. First, the thought that Old Age may 
bring with it POVERTY. Secondly, from false and 
cruel sectarian teachings which have been so well 
mixed with fire and brimstone that every human being 
learned to Fear Old Age because it meant the approach 
of another and, perhaps, a more horrible world than 

The third of the Six Basic Fears is: 

THE FEAR OF ILL HEALTH: This Fear is born 
of both physical and social heredity. From birth until 
death there is eternal warfare within every physical 
body; warfare between groups of cells, one group 
being known as the friendly builders of the body, and 
the other as the destroyers, or "disease germs." The 
seed of Fear is born in the physical body, to begin 
with, as the result of Nature's cruel plan of permitting 
the stronger forms of cell life to prey upon the 
weaker. Social heredity has played its part through 
lack of cleanliness and knowledge of sanitation. Also, 
through the law of suggestion cleverly manipulated by 
those who profited by ILL HEALTH. 

The fourth of the Six Basic Fears is: 

This Fear fills the asylums with the insanely jealous, 
for jealousy is nothing but a form of insanity. It also 
fills the divorce courts and causes murders and other 
forms of cruel punishment. It is a holdover, handed 
down through social heredity, from the stone age when 


man preyed upon his fellow man by stealing his mate 
by physical force. The method, but not the practice, 
has now changed to some extent. Instead of physical 
force man now steals his fellow man's mate with 
pretty colorful ribbons and fast motor cars and bootleg 
whisky, and sparkling rocks and stately mansions. 

Man is improving. He now "entices" where once 
he "drove." 

The fifth of the Six Basic Fears is: 

THE FEAR OF CRITICISM: Just how and where 
man got this Fear is difficult to determine, but it is 
certain that he has it. But for this Fear men would not 
become bald-headed. Bald heads come from tightly 
fitting hat-bands, which cut off the circulation from 
the roots of the hair. Women seldom are bald because 
they wear loose fitting hats. But for Fear of Criticism 
man would lay aside his hat and keep his hair. 

The makers of clothing have not been slow to 
capitalize this Basic Fear of mankind. Every season 
the styles change, because the clothes makers know 
that few people have the courage to wear a garment 
that is one season out of step with what "They are all 
wearing." If you doubt this (you gentlemen) start 
down the street with last year's narrow-brimmed straw 
hat on, when this year's style calls for the broad brim. 
Or (you ladies), take a walk down the street on Easter 
morning with last year's hat on. Observe how 
uncomfortable you are, thanks to your unseen enemy, 

The sixth, and last of the Six Basic Fears is the 
most dreaded of them all. It is called: 

THE FEAR OF DEATH! For tens of thousands of 


years man has been asking the still unanswered 
questions - "WHENCE?" and "WHITHER?" The more 
crafty of the race have not been slow to offer the 
answer to this eternal question, "Where did I come 
from and where am I going after Death?" "Come into 
my tent," says one leader, "and you may go to Heaven 
after Death." Heaven was then pictured as a wonderful 
city whose streets were lined with gold and studded 
with precious stones. "Remain out of my tent and you 
may go straight to hell." Hell was then pictured as a 
blazing furnace where the poor victim might have the 
misery of burning forever in brimstone. 
No wonder mankind FEARS DEATH! 

Take another look at the picture at the beginning 
of this essay and determine, if you can, which of the 
Six Basic Fears is doing you the greatest damage. An 
enemy discovered is an enemy half whipped. 

Thanks to the schools and colleges man is slowly 
discovering these Six Enemies. The most effective 
tool with which to fight them is ORGANIZED 
KNOWLEDGE. Ignorance and Fear are twin sisters. 
They are generally found together. 

Six Basic Fears would disappear from man's nature in 
one generation. In every public library may be found 
the remedy for these six enemies of mankind, 
providing you know what books to read. 

Begin by reading The Science of Power, by 
Benjamin Kidd, and you will have broken the strangle 
hold of most of your Six Basic Fears. Follow this by 


reading Emerson's essay on Compensation. Then 
select some good book on auto-suggestion (self- 
suggestion) and inform yourself on the principle 
through which your beliefs of today become the 
realities of tomorrow. Mind In the Making, by 
Robinson, will give you a good start toward 
understanding your own mind. 

Through the principle of social heredity the 
IGNORANCE and SUPERSTITION of the dark ages 
have been passed on to you. But, you are living in a 
modern age. On every hand you may see evidence that 
every EFFECT has a natural CAUSE. Begin, now, to 
study effects by their causes and soon you will 
emancipate your mind from the burden of the Six 
Basic Fears. 

Begin by studying men who have accumulated 
great wealth, and find out the CAUSE of their 
achievements. Henry Ford is a good subject to start 
with. Within the short period of twenty-five years he 
has whipped POVERTY and made himself the most 
powerful man on earth. There was no luck or chance 
or accident back of his achievement. It grew out of his 
careful observation of certain principles which are as 
available to you as they were to him. 

Henry Ford is not bound down by the Six Basic 
Fears; make no mistake about this. 

If you feel that you are too far away from Ford to 
study him accurately, then begin by selecting two 
people whom you know close at hand; one 
representing your idea of FAILURE and the other 
corresponding to your idea of SUCCESS. Find out 


what made one a failure and the other a success. Get 
the real FACTS. In the process of gathering these 
facts you will have taught yourself a great lesson on 

Nothing ever just "happens." Everything, from the 
lowest animal form that creeps on the earth or swims 
in the seas, on up to man, is the EFFECT of Nature's 
evolutionary process. Evolution is "orderly change." 
No "miracles" are connected with this orderly change. 

Not only do the physical shapes and colors of 
animals undergo slow, orderly change from one 
generation to another, but the mind of man is also 
undergoing constant change. Herein lies your hope for 
improvement. You have the power to force your mind 
through a process of rather quick change. In a single 
month of properly directed self-suggestion you may 
place your foot upon the neck of every one of your Six 
Basic Fears. In twelve months of persistent effort you 
may drive the entire herd into the corner where it will 
never again do you any serious injury. 

You will resemble, tomorrow, the DOMINATING 
THOUGHTS that you keep alive in your mind today! 
Plant in your mind the seed of DETERMINATION to 
whip your Six Basic Fears and the battle will have 
been half won then and there. Keep this intention in 
your mind and it will slowly push your Six Worst 
Enemies out of sight, as they exist nowhere except in 
your own mind. 

The man who is powerful FEARS nothing; not 
even God. The POWERFUL man loves God, but 
FEARS Him never! Enduring power never grows out 
of FEAR. Any power that is built upon FEAR is bound 


to crumble and disintegrate. Understand this great 
truth and you will never be so unfortunate as to try to 
raise yourself to power through the FEARS of other 
people who may owe you temporary allegiance. 

Man is of soul and body formed for deeds 
Of high resolve; on fancy's boldest wing 
To soar unwearied, fearlessly to turn 
The keenest pangs to peacefulness, and taste 
The joys which mingled sense and spirit yield; 

Or he is formed for abjectness and woe, 

To grovel on the dunghill of his fears, 

To shrink at every sound, to quench the flame 

Of natural love in sensualism, to know 

That hour as blest when on his worthless days 

The frozen hand of death shall set its seal, 

Yet fear the cure, though hating the disease. 

The one is man that shall hereafter be, 
The other, man as vice has made him now. 



ONE of the most 

destructive evils is 

slanderous talk. It 

breaks human hearts 

and ruins reputations 

with a ruthlessness 

unknown in connection 

with all other evils. 


x x 




1 LAW OF „ 



X X 

U Teaching, for the First Time in the U 

y History of the World, the True Philos- y 

ophy upon which all Personal Success 

* is Built. * 


n n 

* 1928 * 






,i ™^^^ :x: •>^^<^^><i_5<^><L3<zz>^^<zz>^^^^^^<zz><zz>^^i;?v 

Copyright, 1928, by 

All Rights Reserved 

Printed in the U.S.A. 

Lesson Two 


The best rose bush, after 

all, is not that which has 

the fewest thorns, but 

that which bears the fin- 

est roses. 

-Henry van Dyke 


Lesson Two 

"You Can Do It if You Believe You Can!" 

YOU are at the beginning of a course of 
philosophy which, for the first time in the history of 
the world, has been organized from the known factors 
which have been used and must always be used by 
successful people. 

Literary style has been completely subordinated 
for the sake of stating the principles and laws 
included in this course in such a manner that they may 
be quickly and easily assimilated by people in every 
walk of life. 

Some of the principles described in the course are 
familiar to all who will read the course. Others are 
here stated for the first time. It should be kept in 
mind, from the first lesson to the last, that the value 
of the philosophy lies entirely in the thought stimuli it 
will produce in the mind of the student, and not 
merely in the lessons themselves. 

Stated in another way, this course is intended as a 
mind stimulant that will cause the student to organize 

and direct to a DEFINITE 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 be one's idea of the definition of 
success. Yet singleness of purpose is a quality which 
may, and generally does, call for thought on many 
allied subjects. 

This author traveled a long distance to watch Jack 
Dempsey train for an oncoming battle. It was observed 
that he did not rely entirely upon one form of 
exercise, but resorted to many forms. The punching 
bag helped him develop one set of muscles, and also 
trained his eye to be quick. The dumb-bells trained 
still another set of muscles. Running developed the 
muscles of his legs and hips. A well balanced food 
ration supplied the materials needed for building 
muscle without fat. Proper sleep, relaxation and rest 
habits provided still other qualities which he must 
have in order to win. 

The student of this course is, or should be, 
engaged in the business of training for success in the 
battle of life. To win there are many factors which 
must have attention. A well organized, alert and 
energetic mind is produced by various and sundry 
stimuli, all of which are plainly described in these 

It should be remembered, however, that the mind 
requires, for its development, a variety of exercise, 
just as the physical body, to be properly developed, 
calls for many forms of systematic exercise. 

Horses are trained to certain gaits by trainers who 
hurdle-jump them over handicaps which cause them to 
develop the desired steps, through habit and 

repetition. The human mind must be trained in a 
similar manner, by a variety of thought-inspiring 

You will observe, before you have gone very far 
into this philosophy, that the reading of these lessons 
will superinduce a flow of thoughts covering a wide 
range of subjects. For this reason the student should 
read the course with a note-book and pencil at hand, 
and follow the practice of recording these thoughts or 
"ideas" as they come into the mind. 

By following this suggestion the student will 
have a collection of ideas, by the time the course has 
been read two or three times, sufficient to transform 
his or her entire life-plan. 

By following this practice it will be noticed, very 
soon, that the mind has become like a magnet in that it 
will attract useful ideas right out of the "thin air," to 
use the words of a noted scientist who has 
experimented with this principle for a great number of 

You will do yourself a great injustice if you 
undertake this course with even a remote feeling that 
you do not stand in need of more knowledge than you 
now possess. In truth, no man knows enough about any 
worth-while subject to entitle him to feel that he has 
the last word on that subject. 

In the long, hard task of trying to wipe out some 
of my own ignorance and make way for some of the 
useful truths of life, I have often seen, in my 
imagination, the Great Marker who stands at the 
gateway entrance of life and writes "Poor Fool" on the 
brow of those who believe they are wise, and "Poor 
Sinner" on the brow of those who believe they are 

Which, translated into workaday language, means 

that none of us know very much, and by the very 
nature of our being can never know as much as we 
need to know in order to live sanely and enjoy life 
while we live. 

Humility is a forerunner of success! 

Until we become humble in our own hearts we are 
not apt to profit greatly by the experiences and 
thoughts of others. 

Sounds like a preachment on morality? Well, 
what if it does? 

Even "preachments," as dry and lacking in 
interest as they generally are, may be beneficial if 
they serve to reflect the shadow of our real selves so 
we may get an approximate idea of our smallness and 

Success in life is largely predicated upon our 
knowing men! 

The best place to study the man-animal is in your 
own mind, by taking as accurate an inventory as 
possible of YOURSELF. When you know yourself 
thoroughly (if you ever do) you will also know much 
about others. 

To know others, not as they seem to be, but as 
they really are, study them through: 

1-The posture of the body, and the way they walk. 
2-The tone of the voice, its quality, pitch, volume. 
3-The eyes, whether shifty or direct. 
4-The use of words, their trend, nature and quality. 
Through these open windows you may literally "walk 
right into a man's soul" and take a look at the REAL 

Going a step further, if you would know men 
study them: 
When angry 

When in love 

When money is involved 

When eating (alone, and unobserved, as they be- 

When writing 

When in trouble 

When joyful and triumphant 

When downcast and defeated 

When facing catastrophe of a hazardous nature 

When trying to make a "good impression" on others 

When informed of another's misfortune 

When informed of another's good fortune 

When losing in any sort of a game of sport 

When winning at sport 

When alone, in a meditative mood. 

Before you can know any man, as he really is, 
you must observe him in all the foregoing moods, and 
perhaps more, which is practically the equivalent of 
saying that you have no right to judge others at sight. 
Appearances count, there can be no doubt of that, but 
appearances are often deceiving. 

This course has been so designed that the student 
who masters it may take inventory of himself and of 
others by other than "snap-judgment" methods. The 
student who masters this philosophy will be able to 
look through the outer crust of personal adornment, 
clothes, so-called culture and the like, and down deep 
into the heart of all about him. 

This is a very broad promise! 

It would not have been made if the author of this 
philosophy had not known, from years of 
experimentation and analysis, that the promise can be 
met. Some who have examined the manuscripts of this 

NO person is "Educated 

who has not at least a 

Speaking Acquaintance 

with the Law of 

Compensation, as it is 
described by Emerson. 


course have asked why it was not called a course in 
Master Salesmanship. The answer is that the word 
"salesmanship" is commonly, associated with the 
marketing of goods or services, and it would, 
therefore, narrow down and circumscribe the real 
nature of the course. It is true that this is a course in 
Master Salesmanship, providing one takes a deeper- 
than-the-average view of the meaning of 

This philosophy is intended to enable those who 
master it to "sell" their way through life successfully, 
with the minimum amount of resistance and friction. 
Such a course, therefore, must help the student 
organize and make use of much truth which is 
overlooked by the majority of people who go through 
life as mediocres. 

Not all people are so constituted that they wish to 
know the truth about all matters vitally affecting life. 
One of the great surprises the author of this course 
has met with, in connection with his research 
activities, is that so few people are willing to hear the 
truth when it shows up their own weaknesses. 

We prefer illusions to realities! 

New truths, if accepted at all, are taken with the 
proverbial grain of salt. Some of us demand more than 
a mere pinch of salt; we demand enough to pickle new 
ideas so they become useless. 

For these reasons the Introductory Lesson of this 
course, and this lesson as well, cover subjects 
intended to pave the way for new ideas so those ideas 
will not be too severe a shock to the mind of the 

The thought the author wishes to "get across" has 
been quite plainly stated by the editor of the American 


Magazine, in an editorial which appeared in a recent 
issue, in the following words: 

"On a recent rainy night, Carl Lomen, the 
reindeer king of Alaska, told me a true story. It has 
stuck in my crop ever since. And now I am going to 
pass it along. 

'"A certain Greenland Eskimo,' said Lomen, 'was 
taken on one of the American North Polar expeditions 
a number of years ago. Later, as a reward for faithful 
service, he was brought to New York City for a short 
visit. At all the miracles of sight and sound he was 
filled with a most amazed wonder. When he returned 
to his native village he told stories of buildings that 
rose into the very face of the sky; of street cars, which 
he described as houses that moved along the trail, 
with people living in them as they moved; of 
mammoth bridges, artificial lights, and all the other 
dazzling concomitants of the metropolis. 

'"His people looked at him coldly and walked 
away. And forthwith throughout the whole village he 
was dubbed "Sagdluk," meaning "the Liar," and this 
name he carried in shame to his grave. Long before 
his death his original name was entirely forgotten. 

'"When Knud Rasmussen made his trip from 
Greenland to Alaska he was accompanied by a 
Greenland Eskimo named Mitek (Eider Duck). Mitek 
visited Copenhagen and New York, where he saw 
many things for the first time and was greatly 
impressed. Later, upon his return to Greenland, he 
recalled the tragedy of Sagdluk, and decided that it 
would not be wise to tell the truth. Instead, he would 
narrate stories that his people could grasp, and thus 
save his reputation. 


'"So he told them how he and Doctor Rasmussen 
maintained a kayak on the banks of a great river, the 
Hudson, and how, each morning, they paddled out for 
their hunting. Ducks, geese and seals were to be had 
a-plenty, and they enjoyed the visit immensely. 

'"Mitek, in the eyes of his countrymen, is a very 
honest man. His neighbors treat him with rare respect.' 

"The road of the truth-teller has always been 
rocky. Socrates sipping the hemlock, Christ crucified, 
Stephen stoned, Bruno burned at the stake, Galileo 
terrified into retraction of his starry truths - forever 
could one follow that bloodly trail through the pages 
of history. 

"Something in human nature makes us resent the 
impact of new ideas." 

We hate to be disturbed in the beliefs and 
prejudices that have been handed down with the 
family furniture. At maturity too many of us go into 
hibernation, and live off the fat of ancient fetishes. If 
a new idea invades our, den we rise up snarling from 
our winter sleep. 

The Eskimos, at least, had some excuse. They 
were unable to visualize the startling pictures drawn 
by Sagdluk. Their simple lives had been too long 
circumscribed by the brooding arctic night. 

But there is no adequate reason why the average 
man should ever close his mind to fresh "slants" on 
life. He does, just the same. Nothing is more tragic - 
or more common - than mental inertia. For every ten 
men who are physically lazy there are ten thousand 
with stagnant minds. And stagnant minds are the 
breeding places of fear. 


An old farmer up in Vermont always used to wind 
up his prayers with this plea: "Oh, God, give me an 
open mind!" If more people followed his example they 
might escape being hamstrung by prejudices. And 
what a pleasant place to live in the world would be. 

Every person should make it his business to 
gather new ideas from sources other than the 
environment in which he daily lives and works. 

The mind becomes withered, stagnant, narrow and 
closed unless it searches for new ideas. The farmer 
should come to the city quite often, and walk among 
the strange faces and the tall buildings. He will go 
back to his farm, his mind refreshed, with more 
courage and greater enthusiasm. 

- The city man should take a trip to the country 
every so often and freshen his mind with sights new 
and different from those associated with his daily 

Everyone needs a change of mental environment 
at regular periods, the same as a change and variety of 
food are essential. The mind becomes more alert, more 
elastic and more ready to work with speed and 
accuracy after it has been bathed in new ideas, outside 
of one's own field of daily labor. 

As a student of this course you will temporarily 
lay aside the set of ideas with which you perform your 
daily labors, and enter a field of entirely new (and in 
some instances, heretofore unheard-of) ideas. 

Splendid! You will come out, at the other end of 
this course, with a new stock of ideas which will make 
you more efficient, more enthusiastic and more 


courageous, no matter in what sort of work you may be 

Do not be afraid of new ideas! They may mean to 
you the difference between success and failure. 

Some of the ideas introduced in this course will 
require no further explanation or proof of their 
soundness because they are familiar to practically 
everyone. Other ideas here introduced are new, and 
for that very reason many students of this philosophy 
may hesitate to accept them as sound. 

Every principle described in this course has been 
thoroughly tested by the author, and the majority of 
the principles covered have been tested by scores of 
scientists and others who were quite capable of 
distinguishing between the merely theoretic and the 

For these reasons all principles here covered are 
known to be workable in the exact manner claimed for 
them. However, no student of this course is asked to 
accept any statement made in these lessons without 
having first satisfied himself or herself, by tests, 
experiments and analysis, that the statement is sound. 

The major evil the student is requested to avoid is 
that of forming opinions without definite FACTS as 
the basis, which brings to mind Herbert Spencer's 
famous admonition, in these words 

"There is a principle which is a bar against all 
information; which is proof against all argument; and 
which cannot fail to keep a man in everlasting 
ignorance. This principle is contempt prior to 
examination. " 

It may be well to bear this principle in mind when 
you come to study the Law of the Master Mind de 
scribed in these lessons. This law embodies an 


BY and Large, there is no 
such thing as "Something 
for Nothing." In the long 
run you get exactly that for 
which you pay, whether 
you are buying an 

automobile or a loaf of 



entirely new principle of mind operation, and, for this 
reason alone, it will be difficult for many students to 
accept it as sound until after they have experimented 
with it. 

When the fact is considered, however, that the 
Law of the Master Mind is believed to be the real 
basis of most of the achievements of those who are 
considered geniuses, this Law takes on an aspect 
which calls for more than "snap-judgment" opinions. 

It is believed by many scientific men whose 
opinions on the subject have been given the author of 
this philosophy, that the Law of the Master Mind is 
the basis of practically all of the more important 
achievements resulting from group or co-operative 

The late Dr. Alexander Graham Bell said he 
believed the Law of the Master Mind, as it has been 
described in this philosophy, was not only sound, but 
that all the higher institutions of learning would soon 
be teaching that Law as a part of their courses in 

Charles P. Steinmetz said he had experimented 
with the Law and had arrived at the same conclusion 
as that stated in these lessons, long before he talked to 
the author of the Law of Success philosophy about the 

Luther Burbank and John Burroughs made similar 
statements 1 

Edison was never interrogated on the subject, but 
other statements of his indicate that he would endorse 
the Law as being a possibility, if not in fact a reality. 

Dr. Elmer Gates endorsed the Law, in a 
conversation with this author more than fifteen years 
ago. Dr. Gates is a scientist of the highest order, 
ranking along with Steinmetz, Edison and Bell. 


The author of this philosophy has talked to scores 
of intelligent business men who, while they were not 
scientists, admitted they believed in the soundness of 
the Law of the Master Mind. It is hardly excusable, 
therefore, for men of less ability to judge such 
matters, to form opinions as to this Law, without 
serious, systematic investigation. 

Let me lay before you a brief outline of what this 
lesson is and what it is intended to do for you! 

Having prepared myself for the practice of law I 
will offer this introduction as a "statement of my 
case." The evidence with which to back up my case 
will be presented in the sixteen lessons of which the 
course is composed. 

The facts out of which this course has been 
prepared have been gathered through more than 
twenty-five years of business and professional 
experience, and my only explanation of the rather free 
use of the personal pronoun throughout the course is 
that I am writing from first-hand experience. 

Before this Reading Course on the Law of 
Success was published the manuscripts were submitted 
to two prominent universities with the request that 
they be read by competent professors with the object 
of eliminating or correcting any statements that 
appeared to be unsound, from an economic viewpoint. 

This request was complied with and the 
manuscripts were carefully examined, with the result 
that not a single change was made with the exception 
of one or two slight changes in wording. 

One of the professors who examined the manu- 


scripts expressed himself, in part, as follows: "It is a 
tragedy that every boy and girl who enters high school 
is not efficiently drilled on the fifteen major parts of 
your Reading Course on the Law of Success. It is 
regrettable that the great university with which I am 
connected, and every other university, does not 
include your course as a part of its curriculum." 

Inasmuch as this Reading Course is intended as a 
map or blueprint that will guide you in the attainment 
of that coveted goal called "Success," may it not be 
well here to define success? 

Success is the development of the power with 
which to get whatever one wants in life without 
interfering with the rights of others. 

I would lay particular stress upon the word 
"power" because it is inseparably related to success. 
We are living in a world and during an age of intense 
competition, and the law of the survival of the fittest 
is everywhere in evidence. Because of these facts all 
who would enjoy enduring success must go about its 
attainment through the use of power. 

And what is power? 

Power is organized energy or effort. This course 
is properly called the Law of Success for the reason 
that it teaches how one may organize facts and 
knowledge and the faculties, of one's mind into a unit 
of power. 

This course brings you a definite promise, 

That through its mastery and application you can 
get whatever you want, with but two qualifying words 
- "within reason. " 

This qualification takes into consideration your 
education, your wisdom or your lack of it, your 
physical endurance, your temperament, and all of the 


other qualities mentioned in the sixteen lessons of this 
course as being the factors most essential in the 
attainment of success. 

Without a single exception those who have 
attained unusual success have done so, either 
consciously or unconsciously, through the aid of all or 
a portion of the fifteen major factors of which this 
course is compiled. If you doubt this statement, then 
master these sixteen lessons so you can go about the 
analysis with reasonable accuracy and analyze such 
men as Carnegie, Rockefeller, Hill, Harriman, Ford 
and others of this type who have accumulated great 
fortunes of material wealth, and you will see that they 
understood and applied the principle of organized 
effort which runs, like a golden cord of indisputable 
evidence, throughout this course. 

Nearly twenty years ago I interviewed Mr. 
Carnegie for the purpose of writing a story about him. 
During the interview I asked him to what he attributed 
his success. With a merry little twinkle in his eyes he 

"Young man, before I answer your question will 
you please define your term 'success'?" 

After waiting until he saw that I was somewhat 
embarrassed by his request he continued: "By success 
you have reference to my money, have you not?" I 
assured him that money was the term by which most 
people measured success, and he then said: "Oh, well - 
if you wish to know how I got my money - // that is 
what you call success - I will answer your question by 
saying that we have a master mind here in our 
business, 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. No one person in 
this group is the master mind of which I speak, but the 
sum total of the minds in the group, co-ordinated, 
organized and directed to a definite end in a spirit of 
harmonious co-operation is the power that got my 
money for me. No two minds in the group are exactly 
alike, but each man in the group does the thing that he 
is supposed to do and he does it better than any other 
person in the world could do it." 

Then and there the seed out of which this course 
has been developed was sown in my mind, but that 
seed did not take root or germinate until later. This 
interview marked the beginning of years of research 
which led, finally, to the discovery of the principle of 
psychology described in the Introductory Lesson as 
the "Master Mind." 

I heard all that Mr. Carnegie said, but it took the 
knowledge gained from many years of subsequent 
contact with the business world to enable me to 
assimilate that which he said and clearly grasp and 
understand the principle back of it, which was nothing 
more nor less than the principle of organized effort 
upon which this course on the Law of Success is 

Carnegie's group of men constituted a "Master 
Mind" and that mind was so well organized, so well 
co-ordinated, so powerful, that it could have 
accumulated millions of dollars for Mr. Carnegie in 
practically any sort of endeavor of a commercial or 
industrial nature. The steel business in which that 
mind was engaged was but an incident in connection 
with the accumulation of the Carnegie wealth. The 
same wealth could have been accumulated had the 


IF you can 


a losing 










have bright 





further down the road in 



"Master Mind" been directed in the coal business or 
the banking business or the grocery business, for the 
reason that back of the mind was power - that sort of 
power which you may have when you shall have 
organized the faculties of your own mind and allied 
yourself with other well organized minds for the 
attainment of a definite chief aim in life. 

A careful check-up with several of Mr. Carnegie's 
former business associates, which was made after this 
course was begun, proves conclusively not only that 
there is such a law as that which has been called the 
"Master Mind," but that this law was the chief source 
of Mr. Carnegie's success. 

Perhaps no man was ever associated with Mr. 
Carnegie who knew him better than did Mr. C. M. 
Schwab. In the following words Mr. Schwab has very 
accurately described that "subtle something" in Mr. 
Carnegie's personality which enabled him to rise to 
such stupendous heights. 

"I never knew a man with so much imagination, 
lively intelligence and instinctive comprehension. You 
sensed that he probed your thoughts and took stock of 
everything that you had ever done or might do. He 
seemed to catch at your next word before it was 
spoken. The play of his mind was dazzling and his 
habit of close observation gave him a store of 
knowledge about innumerable matters. 

"But his outstanding quality, from so rich an 
endowment, was the power of inspiring other men. 
Confidence radiated from him. You might be doubtful 
about something and discuss the matter with Mr. 
Carnegie. In a flash he would make you see that it was 
right and then absolutely believe it; or he might settle 


your doubts by pointing out its weakness. This quality 
of attracting others, then spurring them on, arose from 
his own strength. 

"The results of his leadership were remarkable. 
Never before inn history of industry, I imagine, was 
there a man who, without understanding his business 
in its working details, making no pretense of technical 
knowledge concerning steel or engineering, was yet 
able to build up such an enterprise. 

"Mr. Carnegie's ability to inspire men rested on 
something deeper than any faculty of judgment." 

In the last sentence Mr. Schwab has conveyed a 
thought which corroborates the theory of the "Master 
Mind" to which the author of this course has 
attributed the chief source of Mr. Carnegie's power. 

Mr. Schwab has also confirmed the statement that 
Mr. Carnegie could have succeeded as well in any 
other business as he did in the steel business. It is 
obvious that his success was due to his understanding 
of his own mind and the minds of other men, and not 
to mere knowledge of the steel business itself. 

This thought is most consoling to those who have 
not yet attained outstanding success, for it shows that 
success is solely a matter of correctly applying laws 
and principles which are available to all; and these 
laws, let us not forget, are fully described in the 
Sixteen Lessons of this course. 

Mr. Carnegie learned how to apply the law of the 
"Master Mind." This enabled him to organize the 
faculties of his own mind and the faculties of other 
men's minds, and co-ordinate the whole behind a 

Every strategist, whether in business or war or in- 


dustry or other callings, understands the value of 
organized, co-ordinated effort. Every military 
strategist understands the value of sowing seeds of 
dissension in the ranks of the opposing forces, 
because this breaks up the power of co-ordination 
back of the opposition. During the late world war 
much was heard about the effects of propaganda, and 
it seems not an exaggeration to say that the 
disorganizing forces of propaganda were much more 
destructive than were all the guns and explosives 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 General, Foch. There 
are well informed military men who claim that this 
was the move which spelled doom for the opposing 

Any modern railroad bridge is an excellent 
example of the value of organized effort, because it 
demonstrates quite simply and clearly how thousands 
of tons of weight may be borne by a comparatively 
small group of steel bars and beams so arranged that 
the weight is spread over the entire group. 

There was a man who had seven sons who were 
always quarreling among themselves. One day he 
called them together and informed them that he wished 
to demonstrate just what their lack of co-operative 
effort meant. He had prepared a bundle of seven sticks 
which he had carefully tied together. One by one he 
asked his sons to take the bundle and break it. Each 
son tried, but in vain. Then he cut the strings and 
handed one of the sticks to each of his sons and asked 
him to break it over his knee. After the sticks had all 
been broken, with ease, he said: 


"When you boys work together in a spirit of 
harmony you resemble the bundle of sticks, and no 
one can defeat you; but when you quarrel among 
yourselves anyone can defeat you one at a time." 

There is a worth-while lesson in this story of the 
man and his seven quarrelsome sons, and it may be 
applied to the people of a community, the employees 
and employers in a given place of employment, or to 
the state and nation in which we live. 

Organized effort may be made a power, but it may 
also be a dangerous power unless guided with 
intelligence, which is the chief reason why the 
sixteenth lesson of this course is devoted largely to 
describing how to direct the power of organized effort 
so that it will lead to success; that sort of success 
which is founded upon truth and justice 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 like best. 
One of the objects of this course is to help each 
student find his or her particular niche in the world's 
work, where both material prosperity and happiness in 
abundance may be found. For this purpose a Character 
Analysis Chart accompanies the sixteenth lesson. This 
chart is designed to help the student take inventory of 
himself and find out what latent ability and hidden 
forces lie sleeping within him. 

This entire course is intended as a stimulus with 
which to enable you to see yourself and your hidden 
forces as they are, and to awaken in you the ambition 
and the vision and the determination to cause you to 
go forth and claim that which is rightfully yours. 


Less than thirty years ago a man was working in 
the same shop with Henry Ford, doing practically the 
same sort of work that he was doing. It has been said 
that this man was really a more competent workman, 
in that particular sort of work, than Ford. Today this 
man is still engaged in the same sort of work, at 
wages of less than a hundred dollars a week, while 
Mr. Ford is the world's richest man. 

What outstanding difference is there between 
these two men which has so widely separated them in 
terms of material wealth? Just this - Ford understood 
and applied the principle of organized effort while the 
other man did not. 

In the little city of Shelby, Ohio, as these lines 
are being written, for the first time in the history of 
the world this principle of organized effort is being 
applied for the purpose of bringing about a closer 
alliance between the churches and the business houses 
of a community. 

The clergymen and business men have formed an 
alliance, with the result that practically every church 
in the city is squarely back of every business man, and 
every business man is squarely back of every church. 
The effect has been the strengthening of the churches 
and the business houses to such an extent that it has 
been said that it would be practically impossible for 
any individual member of either class to fail in his 
calling. The others who belong to the alliance will 
permit no such failures. 

Here is an example of what may happen when 
groups of men form an alliance for the purpose of 
placing the combined power of the group back of each 
individual unit. The alliance has brought both material 


A GOOD Encyclopaedia 

contains most of the 

known facts of the world, 

but they are as useless as 

Sand Dunes until 

organized and expressed 

in terras of action. 


and moral advantages to the city of Shelby such as are 
enjoyed by but few other cities of its size in America. 
The plan has worked so effectively and so 
satisfactorily that a movement is now under way to 
extend it into other cities throughout America. 

That you may gain a still more concrete vision of 
just how this principle of organized effort can be 
made powerful, stop for a moment and allow your 
imagination to draw a picture of what would likely be 
the result if every church and every newspaper and 
every Rotary Club and every Kiwanis Club and every 
Advertising Club and every Woman's Club and every 
other civic organization 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 benefit of all members of 
these organizations. 

The results which might easily be attained by 
such an alliance stagger the imagination I 

There are three outstanding powers in the world 
of organized effort. They are: The churches, the 
schools and the newspapers. Think what might easily 
happen if these three great powers and molders of 
public opinion should ally themselves together for the 
purpose of bringing about any needed change in 
human conduct. They could, in a single generation, so 
modify the present standard of business ethics, for 
example, that it would practically be business suicide 
for anyone to try to transact business under any 
standard except that of the Golden Rule. Such an 
alliance could be made to produce sufficient influence 
to change, in a single generation, the business, social 
and moral tendencies of the entire civilized world. 


Such an alliance would have sufficient power to force 
upon the minds of the oncoming generations any 
ideals desired. 

Power is organized effort, as has already been 
stated! Success is based upon power! 

That you may have a clear conception of what is 
meant by the term "organized effort" I have made use 
of the foregoing illustrations, and for the sake of 
further emphasis I 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 based 
upon the vision to comprehend and the ability to 
assimilate and apply the major principles of the 
sixteen lessons of this course. 

This course is in complete harmony with the 
principles of economics and the principles of Applied 
Psychology. You will observe that those lessons, 
which depend, for their practical application, upon 
knowledge of psychology, have been supplemented 
with sufficient explanation of the psychological 
principles involved to render the lessons easily 

Before the manuscripts for this course went to the 
publisher they were submitted to some of the foremost 
bankers and business men of America, that they might 
be examined, analyzed and criticized by the most 
practical type of mind. One of the best known bankers 
in New York City returned the manuscripts with the 
following comment: 

"I hold a master's degree from Yale, but I would 
willingly exchange all that this degree has brought me 
in return for what your course on the Law of Success 
would have brought me had I been afforded the privi- 


lege of making it a part of my training while I was 
studying at Yale. 

"My wife and daughter have also read the 
manuscripts, and my wife has named your course the 
master key-board of life' because she believes that all 
who understand how to apply it may play a perfect 
symphony in their respective callings, just as a pianist 
may play any tune when once the key-board of the 
piano and the fundamentals of music have been 

No two people on earth are exactly alike, and for 
this reason no two people would be expected to attain 
from this course the same viewpoint. Each student 
should read the course, understand it and then 
appropriate from its contents whatever he or she needs 
to develop a well rounded personality. 

Before this appropriation can be properly made it 
will be necessary for the student to analyze himself, 
through the use of the questionnaire that comes with 
the sixteenth lesson of the course, for the purpose of 
finding out what his deficiencies may be. This 
questionnaire should not be filled out until the student 
thoroughly masters the contents of the entire course, 
for he will then be in position to answer the questions 
with more accuracy and understanding of himself. 
Through the aid of this questionnaire an experienced 
character analyst can take inventory of one's faculties 
as easily and as accurately as a merchant can 
inventory the goods on his shelves. 

This course has been compiled for the purpose of 
helping the student find out what are his or her natural 
talents, and for the purpose of helping organize, 
coordinate and put into use the knowledge gained from 


experience. For more than twenty years I have been 
gathering, classifying and organizing the material that 
has gone into the course. During the past fourteen 
years I have analyzed more than 16,000 men and 
women, and all of the vital facts gathered from these 
analyses have been carefully organized and woven 
into this course. These analyses brought out many 
interesting facts which have helped to make this 
course practical and usable. For example, it was 
discovered that ninety-five per cent of all who were 
analyzed were failures, and but five per cent were 
successes. (By the term "failure" is meant that they 
had failed to find happiness and the ordinary 
necessities of life without struggle that was almost 
unbearable.) Perhaps this is about the proportion of 
successes and failures that might be found if all the 
people of the world were accurately analyzed. The 
struggle for a mere existence is terrific among people 
who have not learned how to organize and direct their 
natural talents, while the attainment of those 
necessities, as well as the acquiring of many of the 
luxuries, is comparatively simple among those who 
have mastered the principle of organized effort. 

One of the most startling facts brought to light by 
those 16,000 analyses was the discovery that the 
ninety-five per cent who were classed as failures were 
in that class because they had no definite chief aim in 
life, while the five per cent constituting the successful 
ones not only had purposes that were definite, but they 
had, also, definite plans for the attainment of their 

Another important fact disclosed by these 
analyses was that the ninety-five per cent constituting 


the failures were engaged in work which they did not 
like, while the five per cent constituting the 
successful ones were doing that which they liked best. 
It is doubtful whether a person could be a failure 
while engaged in work which he liked best. Another 
vital fact learned from the analyses was that all of the 
five per cent who were succeeding had formed the 
habit of systematic saving of money, while the ninety- 
five per cent who were failures saved nothing. This is 
worthy of serious thought. 

One of the chief objects of this course is to aid 
the student in performing his or her chosen work in 
such a manner that it will yield the greatest returns in 
both money and happiness. 











A Definite Chief Aim 

The key-note of this entire lesson may be found 
in the word "definite." 

It is most appalling to know that ninety-five per 
cent of the people of the world are drifting aimlessly 
through life, without the slightest conception of the 
work for which they are best fitted, and with no 
conception whatsoever of even the need of such a 
thing as a definite objective toward which to strive. 

There is a psychological as well as an economic 
reason for the selection of a definite chief aim in life. 
Let us devote our attention to the psychological side 
of the question first. It is a well established principle 
of psychology that a person's acts are always in 
harmony with the dominating thoughts of his or her 

Any definite chief aim that is deliberately fixed in 
the mind and held there, with the determination to 
realize it, finally saturates the entire subconscious 
mind until it automatically influences the physical 
action of the body toward the attainment of that 

Your definite chief aim in life should be selected 
with deliberate care, and after it has been selected it 
should be 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 subconscious 
mind so strongly that it accepts that purpose as a 
pattern or blueprint that will eventually dominate your 
activities in life and lead you, step by step, toward the 
attainment of the object back of that purpose. 


The principle of psychology through which you 
can impress your definite chief aim upon your 
subconscious mind is called Auto-suggestion, or 
suggestion which you repeatedly make to yourself. It 
is a degree of self-hypnotism, but do not be afraid of 
it on that account, for it was this same principle 
through the aid of which Napoleon lifted himself from 
the lowly station of poverty-stricken Corsican to the 
dictatorship of France. It was through the aid of this 
same principle that Thomas A. Edison has risen from 
the lowly beginning of a news butcher to where he is 
accepted as the leading inventor of the world. It was 
through the aid of this same principle that Lincoln 
bridged the mighty chasm between his lowly birth, in 
a log cabin in the mountains of Kentucky, and the 
presidency of the greatest nation on earth. It was 
through the aid of this same principle that Theodore 
Roosevelt became one of the most aggressive leaders 
that ever reached the presidency of the United States. 

You need have no fear of the principle of 
Autosuggestion as long as you are sure that the 
objective for which you are striving is one that will 
bring you happiness of an enduring nature. Be sure 
that your definite purpose is constructive; that its 
attainment will bring hardship and misery to no one; 
that it will bring you peace and prosperity, then apply, 
to the limit of your understanding, the principle of 
self-suggestion for the speedy attainment of this 

On the street corner, just opposite the room in 
which I am writing, I see a man who stands there all 
day long and sells peanuts. He is busy every minute. 
When not actually engaged in making a sale he is 
roasting and packing the peanuts in little bags. He is 


one of that great army constituting the ninety-five per 
cent who have no definite purpose in life. He is 
selling peanuts, not because he likes that work better 
than anything else he might do, but because he never 
sat down and thought out a definite purpose that 
would bring him greater returns for his labor. He is 
selling peanuts because he is a drifter on the sea of 
life, and one of the tragedies of his work is the fact 
that the same amount of effort that he puts into it, if 
directed along other lines, would bring him much 
greater returns. 

Another one of the tragedies of this man's work is 
the fact that he is unconsciously making use of the 
principle of self-suggestion, but he is doing it to his 
own disadvantage. No doubt, if a picture could be 
made of his thoughts, there would be nothing in that 
picture except a peanut roaster, some little paper bags 
and a crowd of people buying peanuts. This man could 
get out of the peanut business if he had the vision and 
the ambition first to imagine himself in a more 
profitable calling, and the perseverance to hold that 
picture before his mind until it influenced him to take 
the necessary steps to enter a more profitable calling. 
He puts sufficient labor into his work to bring him a 
substantial return if that labor were directed toward 
the attainment of a definite purpose that offered 
bigger returns. 

One of my closest personal friends is one of the 
best known writers and public speakers of this 
country. About ten years ago he caught sight of the 
possibilities of this principle of self-suggestion and 
began, immediately, to harness it and put it to work. 
He worked out a plan for its application that proved to 


be very effective. At that time he was neither a writer 
nor a speaker. 

Each night, just before going to sleep, he would 
shut his eyes and see, in his imagination, a long 
council table at which he placed (in his imagination) 
certain well known men whose characteristics he 
wished to absorb into his own personality. At the end 
of the table he placed Lincoln, and on either side of 
the table he placed Napoleon, Washington, Emerson 
and Elbert Hubbard. He then proceeded to talk to 
these imaginary figures that he had seated at his 
imaginary council table, something after this manner: 

Mr. Lincoln: I desire to build in my own 
character those qualities of patience and fairness 
toward all mankind and the keen sense of humor which 
were your outstanding characteristics. I need these 
qualities and I shall not be contented until I have 
developed them. 

Mr. Washington: I desire to build in my own 
character those qualities of patriotism and self- 
sacrifice and leadership which were your outstanding 

Mr. Emerson: I desire to build in my own 
character those qualities of vision and the ability to 
interpret the laws of Nature as written in the rocks of 
prison walls and growing trees and flowing brooks and 
growing flowers and the faces of little children, which 
were your outstanding characteristics. 

Napoleon: I desire to build in my own character 
those qualities of self-reliance and the strategic 
ability to master obstacles and profit by mistakes and 
develop strength out of defeat, which were your 
outstanding characteristics. 


Mr. Hubbard: I desire to develop the ability to 
equal and even to excel the ability that you possessed 
with which to express yourself in clear, concise and 
forceful language. 

Night after night, for many months, this man saw 
these men seated around that imaginary council table 
until finally he had imprinted their outstanding 
characteristics upon his own subconscious mind so 
clearly that he began to develop a personality which 
was a composite of their personalities. 

The subconscious mind may be likened to a 
magnet, and when it has been vitalized and thoroughly 
saturated with any definite purpose it has a decided 
tendency to attract all that is necessary for the 
fulfillment of that purpose. Like attracts like, and you 
may see evidence of this law in every blade of grass 
and every growing tree. The acorn attracts from the 
soil and the air the necessary materials out of which 
to grow an oak tree. It never grows a tree that is part 
oak and part poplar. Every grain of wheat that is 
planted in the soil attracts the materials out of which 
to grow a stalk of wheat. 

It never makes a mistake and grows both oats and 
wheat on the same stalk. 

And men are subject, also, to this same Law of 
Attraction. Go into any cheap boarding 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. Men who are 
successful always seek the company of others who are 
successful, while men who are on the ragged side of 









" IT! 


life always seek the company of those who are in 
similar circumstances. "Misery loves company." 

Water seeks its level with no finer certainty than 
man seeks the company of those who occupy his own 
general status financially and mentally. A professor of 
Yale University and an illiterate hobo have nothing in 
common. They would be miserable if thrown together 
for any great length of time. Oil and water will mix as 
readily as will men who have nothing in common. 

All of which leads up to this statement: 

That you will attract to you people who 
harmonize with your own philosophy of life, whether 
you wish it or not. This being true, can you not see 
the importance of vitalizing your mind with a definite 
chief aim that will attract to you people who will be of 
help to you and not a hindrance? Suppose your 
definite chief aim is far above your present station in 
life. What of it? It is your privilege - nay, your 
DUTY, to aim high in life. You owe it to yourself and 
to the community in which you live to set a high 
standard for yourself. 

There is much evidence to justify the belief that 
nothing within reason is beyond the possibility of 
attainment by the man whose definite chief aim has 
been well developed. Some years ago Louis Victor 
Eytinge was given a life sentence in the Arizona 
penitentiary. At the time of his imprisonment he was 
an all-around "bad man," according to his own 
admissions. In addition to this it was believed that he 
would die of tuberculosis within a year. 

Eytinge had reason to feel discouraged, if anyone 
ever had. Public feeling against him was intense and 


he did not have a single friend in the world who came 
forth and offered him encouragement or help. Then 
something happened in his own mind that gave him 
back his health, put the dreaded "white plague" to rout 
and finally unlocked the prison gates and gave him his 

What was that "something"? 

Just this: He made up his mind to whip the white 
plague and regain his health. That was a very definite 
chief aim. In less than a year from the time the 
decision was made he had won. Then he extended that 
definite chief aim by making up his mind to gain his 
freedom. Soon the prison walls melted from around 

No undesirable environment is strong enough to 
hold the man or woman who understands how to apply 
the principle of Auto-suggestion in the creation of a 
definite chief aim. Such a person can throw off the 
shackles of poverty; destroy the most deadly disease 
germs; rise from a lowly station in life to power and 

All great leaders base their leadership upon a 
definite chief aim. Followers are willing followers 
when they know that their leader is a person with a 
definite chief aim who has the courage to back up that 
purpose with action. Even a balky horse knows when a 
driver with a definite chief aim takes hold of the reins; 
and yields to that driver. When a man with a definite 
chief aim starts through a crowd everybody stands 
aside and makes a way for him, but let a man hesitate 
and show by his actions that he is not sure which way 
he wants to go and the crowd will step all over his 
toes and refuse to budge an inch out of his way. 


Nowhere is the lack of a definite chief aim more 
noticeable or more detrimental than it is in the 
relationship between parent and child. Children sense 
very quickly the wavering attitude of their parents and 
take advantage of that attitude quite freely. It is the 
same all through life - men with a definite chief aim 
command respect and attention at all times. 

So much for the psychological viewpoint of a 
definite purpose. Let us now turn to the economic side 
of the question. 

If a steamship lost its rudder, in mid-ocean, and 
began circling around, it would soon exhaust its fuel 
supply without reaching shore, despite the fact that it 
would use up enough energy to carry it to shore and 
back several times. 

The man who labors without a definite purpose 
that is backed up by a definite plan for its attainment, 
resembles the ship that has lost its rudder. Hard labor 
and good intentions are not sufficient to carry a man 
through to success, for how may a man be sure that he 
has attained success unless he has established in his 
mind some definite object that he wishes? 

Every well built house started in the form of a 
definite purpose plus a definite plan in the nature of a 
set of blueprints. Imagine what would happen if one 
tried to build a house by the haphazard method, 
without plans. Workmen would be in each other's way, 
building material would be piled all over the lot 
before the foundation was completed, and everybody 
on the job would have a different notion as to how the 
house ought to be built. Result, chaos and 
misunderstandings and cost that would be prohibitive. 

Yet had you ever stopped to think that most 


people finish school, take up employment or enter a 
trade or profession without the slightest conception of 
anything that even remotely resembles a definite 
purpose or a definite plan? In view of the fact that 
science has provided reasonably accurate ways and 
means of analyzing character and determining the life- 
work for which people are best fitted, does it not seem 
a modern tragedy that ninety-five per cent of the adult 
population of the world is made up of men and women 
who are failures because they have not found their 
proper niches in the world's work? 

If success depends upon power, and if power is 
organized effort, and if the first step in the direction 
of organization is a definite purpose, then one may 
easily see why such a purpose is essential. 

Until a man selects a definite purpose in life he 
dissipates his energies and spreads his thoughts over 
so many subjects and in so many different directions 
that they lead not to power, but to indecision and 

With the aid of a small reading glass you can 
teach yourself a great lesson on the value of organized 
effort. Through the use of such a glass you can focus 
the sun-rays on a definite spot so strongly that they 
will bum a hole through a plank. Remove the glass 
(which represents the definite purpose) and the same 
rays of sun may shine on that same plank for a million 
years without burning it. 

A thousand electric dry batteries, when properly 
organized and connected together with wires, will 
produce enough power to run a good sized piece of 
machinery for several hours, but take those same cells 
singly, disconnected, and not one of them would exert 


enough energy to turn the machinery over once. The 
faculties of your mind might properly be likened to 
those dry cells. When you organize your faculties, 
according to the plan laid down in the sixteen lessons 
of this Reading Course on the Law of Success, and 
direct them toward the attainment of a definite 
purpose in life, you then take advantage of the co- 
operative or accumulative principle out of which 
power is developed, which is called Organized Effort. 

Andrew Carnegie's advice was this: "Place all 
your eggs in one basket and then watch the basket to 
see that no one kicks it over." By that advice he 
meant, of course, that we should not dissipate any of 
our energies by engaging in side lines. Carnegie was a 
sound economist and he knew that most men would do 
well if they so harnessed and directed their energies 
that some one thing would be done well. 

When the plan back of this Reading Course was 
first born I remember taking the first manuscript to a 
professor of the University of Texas, and in a spirit of 
enthusiasm I suggested to him that I had discovered a 
principle that would be of aid to me in every public 
speech I delivered thereafter, because I would be 
better prepared to organize and marshal my thoughts. 

He looked at the outline of the fifteen points for a 
few minutes, then turned to me and said: 

"Yes, your discovery is going to help you make 
better speeches, but that is not all it will do. It will 
help you become a more effective writer, for I have 
noticed in your previous writings a tendency to scatter 
your thoughts. For instance, if you started to describe 
a beautiful mountain yonder in the distance you would 
be apt to sidetrack your description by calling 








attention to a beautiful bed of wild flowers, or a 
running brook, or a singing bird, detouring here and 
there, zigzag fashion, before finally arriving at the 
proper point from which to view the mountain. In the 
future you are going to find it much less difficult to 
describe an object, whether you are speaking or 
writing, because your fifteen points represent the very 
foundation of organization." 

A man who had no legs once met a man who was 
blind. To prove conclusively that the lame man was a 
man of vision he proposed to the blind man that they 
form an alliance that would be of great benefit to 
both. "You let me climb upon your back," said he to 
the blind man, "then I will use your legs and you may 
use my eyes. Between the two of us we will get along 
more rapidly." 

Out of allied effort comes greater power. This is 
a point that is worthy of much repetition, because it 
forms one of the most important parts of the 
foundation of this Reading Course. The great fortunes 
of the world have been accumulated through the use of 
this principle of allied effort. That which one man can 
accomplish single handed, during an entire life-time, 
is but meagre at best, no matter how well organized 
that man may be, but that which one man may 
accomplish through the principle of alliance with 
other men is practically without limitation. 

That "master mind" to which Carnegie referred 
during MY interview with him was made up of more 
than a score of minds. In that group were men of 
practically every temperament and inclination. Each 
man was there to play a certain part and he did 
nothing else. There was perfect understanding and 


teamwork between these men. It was Carnegie's 
business to keep harmony among them. 

And he did it wonderfully well. 

If you are familiar with the game of football you 
know, of course, that the winning team is the one that 
best co-ordinates the efforts of its players. Team-work 
is the thing that wins. It is the same in the great game 
of life. 

In your struggle for success you should keep 
constantly in mind the necessity of knowing what it is 
that you want-of knowing precisely what is your 
definite purpose - and the value of the principle of 
organized effort in the attainment of that which 
constitutes your definite purpose. 

In a vague sort of way nearly everyone has a 
definite purpose - namely, the desire for money! But 
this is not a definite purpose within the meaning of 
the term as it is used in this lesson. Before your 
purpose could be considered definite, even though that 
purpose were the accumulation of money, you would 
have to reach a decision as to the precise method 
through which you intend to accumulate that money. It 
would be insufficient for you to say that you would 
make money by going into some sort of business. You 
would have to decide just what line of business. You 
would also have to decide just where you would 
locate. You would also have to decide the business 
policies under which you would conduct your 

In answering the question, "What Is Your 
Definite Purpose In Life," that appears in the 
questionnaire; which I have used for the analysis of 
more than 16,000 people, many answered about as 

"My definite purpose in life is to be of as much 


service to the world as possible and earn a good 

That answer is about as definite as a frog's 
conception of the size of the universe is accurate! 

The object of this lesson is not to inform you as 
to what your life-work should be, for indeed this 
could be done with accuracy only after you had been 
completely analyzed, but it is intended as a means of 
impressing upon your mind a clear conception of the 
value of a definite purpose of some nature, and of the 
value of understanding the principle of organized 
effort as a means of attaining the necessary power 
with which to materialize your definite purpose. 

Careful observation of the business philosophy of 
more than one hundred men and women who have 
attained outstanding success in their respective 
callings, disclosed the fact that each was a person of 
prompt and definite decision. 

The habit of working with a definite chief aim 
will breed in you the habit of prompt decision, and 
this habit will come to your aid in all that you do. 

Moreover, the habit of working with a definite 
chief aim will help you to concentrate all your 
attention on any given task until you have mastered it. 

Concentration of effort and the habit of working 
with a definite chief aim are two of the essential 
factors in success which are always found together. 
One leads to the other. 

The best known successful business men were all 
men of prompt decision who worked always with one 
main, outstanding purpose as their chief aim. 

Some notable examples are as follows: 

Woolworth chose, as his definite chief aim, the 


belting of America with a chain of Five and Ten Cent 
Stores, and concentrated his mind upon this one task 
until he "made it and it made him." 

Wrigley concentrated his mind on the production 
and sale of a five-cent package of chewing gum and 
turned this one idea into millions of dollars. 

Edison concentrated upon the work of 
harmonizing natural laws and made his efforts uncover 
more useful inventions than any other man who ever 

Henry L. Doherty concentrated upon the building 
and operation of public utility plants and made 
himself a multimillionaire. 

Ingersoll concentrated on a dollar watch and 
girdled the earth with "tickers" and made this one idea 
yield him a fortune. 

Statler concentrated on "homelike hotel-service" 
and made himself wealthy as well as useful to millions 
of people who use his service. 

Edwin C. Barnes concentrated on the sale of 
Edison Dictating Machines, and retired, while still a 
young man, with more money than he needs. 

Woodrow Wilson concentrated his mind on the 
White House for twenty-five years, and became its 
chief tenant, thanks to his knowledge of the value of 
sticking to a definite chief aim. 

Lincoln concentrated his mind on freeing the 
slaves and became our greatest American President 
while doing it. 

Martin W. Littleton heard a speech which filled 
him with the desire to become a great lawyer, 
concentrated his mind on that one aim, and is now 
said to be the most successful lawyer in America, 
whose fees for a single case seldom fall below 


Rockefeller concentrated on oil and became the 
richest man of his generation. 

Ford concentrated on "flivvers" and made himself 
the richest and most powerful man who ever lived. 

Carnegie concentrated on steel and made his 
efforts build a great fortune and plastered his name on 
public libraries throughout America. 

Gillette concentrated on a safety razor, gave the 
entire world a "close shave" and made himself a 

George Eastman concentrated on the kodak and 
made the idea yield him a fortune while bringing much 
pleasure to millions of people. 

Russell Conwell concentrated on one simple 
lecture, "Acres of Diamonds," and made the idea yield 
more than $6,000,000. 

Hearst concentrated on sensational newspapers 
and made the idea worth millions of dollars. 

Helen Keller concentrated on learning to speak, 
and, despite the fact that she was deaf, dumb and 
blind, realized her definite chief aim. 

John H. Patterson concentrated on cash registers 
and made himself rich and others "careful." 

The late Kaiser of Germany concentrated on war 
and got a big dose of it, let us not forget the fact! 

Fleischmann concentrated on the humble little 
cake of yeast and made things hump themselves all 
over .the world. 

Marshall Field concentrated on the world's 
greatest retail store and lo! it rose before him, a 

Philip Armour concentrated on the butchering 
business and established a great industry, as well as a 
big fortune. 













Millions of people are concentrating, daily, on 
POVERTY and FAILURE and getting both in 

Wright Brothers concentrated on the airplane and 
mastered the air. 

Pullman concentrated on the sleeping car and the 
idea made him rich and millions of people comfortable 
in travel. 

The Anti-Saloon League concentrated on the 
Prohibition Amendment and (whether for better or 
worse) made it a reality. 

Thus it will be seen that all who succeed work 
with some definite, outstanding aim as the object of 
their labors. 

There is some one thing that you can do better 
than anyone else in the world could do it. Search until 
you find out what this particular line of endeavor is, 
make it the object of your definite chief aim and then 
organize all of your forces and attack it with the 
belief that you are going to win. In your search for the 
work for which you are best fitted, it will be well if 
you bear in mind the fact that you will most likely 
attain the greatest success by finding out what work 
you like best, for it is a well known fact that a man 
generally best succeeds in the particular line of 
endeavor into which he can throw his whole heart and 

Let us go back, for the sake of clarity and 
emphasis, to the psychological principles upon which 
this lesson is founded, because it will mean a loss that 
you can ill afford if you fail to grasp the real reason 
for establishing a definite chief aim in your mind. 
These principles are as follows: 


First: Every voluntary movement of the human 
body is caused, controlled and directed by thought, 
through the operation of the mind. 

Second: 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 example, if you think of winking your eyelid 
and there are no counter influences or thoughts in 
your mind at the time to arrest action, the motor nerve 
will carry your thought from the seat of government, 
in your brain, and appropriate or corresponding 
muscular action takes place immediately. 

Stating this principle from another angle: You 
choose, for example, a definite purpose as your 
lifework and make up your mind that you will carry 
out that purpose. From the very moment that you make 
this choice, this purpose becomes the dominating 
thought in your consciousness, and you are constantly 
on the alert for facts, information and knowledge with 
which to achieve that purpose. From the time that you 
plant a definite purpose in your mind, your mind 
begins, both consciously and unconsciously, to gather 
and store away the material with which you are to 
accomplish that purpose. 

Desire is the factor which determines what your 
definite purpose in life shall be. No one can select 
your dominating desire for you, but once you select it 
yourself it becomes your definite chief aim and 
occupies the spotlight of your mind until it is satisfied 
by transformation into reality, unless you permit it to 
be pushed aside by conflicting desires. 


To emphasize the principle that I am here trying 
to make clear, I believe it not unreasonable to suggest 
that to be sure of successful achievement, one's 
definite chief aim in life should be backed up with a 
burning desire for its achievement. I have noticed that 
boys and girls who enter college and pay their way 
through by working seem to get more out of their 
schooling than do those whose expenses are paid for 
them. The secret of this may be found in the fact that 
those who are willing to work their way through are 
blessed with a burning desire for education, and such 
a desire, if the object of the desire is within reason, is 
practically sure of realization. 

Science has established, beyond the slightest 
room for doubt, that through the principle of Auto- 
suggestion any deeply rooted desire saturates the 
entire body and mind with the nature of the desire and 
literally transforms the mind into a powerful magnet 
that will attract the object of the desire, if it be within 
reason. For the enlightenment of those who might not 
properly interpret the meaning of this statement I will 
endeavor to state this principle in another way. For 
example, merely desiring an automobile will not cause 
that automobile to come rolling in, but, if there is a 
burning desire for an automobile, that desire will lead 
to the appropriate action through which an automobile 
may be paid for. 

Merely desiring freedom would never 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 
fulfillment: First the burning desire, then the crystal- 


lization of that desire into a definite purpose, then 
sufficient appropriate action to achieve that purpose. 
Remember that these three steps are always necessary 
to insure success. 

I once knew a very poor girl who had a burning 
desire for a wealthy husband, and she finally got him, 
but not without having transformed that desire into the 
development of a very attractive personality which, in 
turn, attracted the desired husband. 

I once had a burning desire to be able to analyze 
character accurately and that desire was so persistent 
and so deeply seated that it practically drove me into 
ten years of research and study of men and women. 

George S. Parker makes one of the best fountain 
pens in the world, and despite the fact that his 
business is conducted from the little city of 
Janesville, Wisconsin, he has spread his product all 
the way around the globe and he has his pen on sale in 
every civilized country in the world. More than twenty 
years ago, Mr. Parker's definite purpose was 
established in his mind, and that purpose was to 
produce the best fountain pen that money could buy. 
He backed that purpose with a burning desire for its 
realization and if you carry a fountain pen the chances 
are that you have evidence in your own possession 
that it has brought him abundant success. 

You are a contractor and builder, and, like men 
who build houses out of mere wood and brick and 
steel, you must draw up a set of plans after which to 
shape your success building. You are living in a 
wonderful age, when the materials that go into success 
are plentiful and cheap. You have at your disposal, in 
the archives of the public libraries, the carefully 


compiled results of two thousand years of research 
covering practically every possible line of endeavor in 
which one would wish to engage. If you would become 
a preacher you have at hand the entire history of what 
has been learned by men who have preceded you in 
this field. I f you would become a mechanic you have 
at hand the entire history of the inventions of 
machines and the discovery and usages of metals and 
things metallic in nature. If you would become a 
lawyer you have at your disposal the entire history of 
law procedure. Through the Department of 
Agriculture, at Washington, you have at your disposal 
all that has been learned about farming and 
agriculture, where you may use it should you wish to 
find your life-work in this field. 

The world was never so resplendent with 
opportunity as it is today. On every hand there is an 
ever-increasing demand for the services of the man or 
the woman who makes a better mouse-trap or performs 
better stenographic service or preaches a better 
sermon or digs a better ditch or runs a more 
accommodating bank. 

This lesson will not be completed until you shall 
have made your choice as to what your definite chief 
aim in life is to be and then recorded a description of 
that purpose in writing and placed it where you may 
see it every morning when you arise and every night 
when you retire. 

Procrastination is-but why preach about it? You 
know that you are the hewer of your own wood and the 
drawer of your own water and the shaper of your own 
definite chief aim in life; therefore, why dwell upon 
that which you already know? 

A definite purpose is something that you must 


Every line a man 

writes, and 

every act 


which he 

indulges, and 

every word he 

utters serves 

as unescapable 

evidence of 


nature of 

that which is 

deeply imbed- 

ded in his 

own heart, a 

confession that 

he cannot 



create for yourself. No one else will create it for you 
and it will not create itself. What are you going to do 
about it? and when? and how? 

Start now to analyze your desires and find out 
what it is that you wish, then make up your mind to 
get it. Lesson Three will point out to you the next step 
and show you how to proceed. Nothing is left to 
chance, in this Reading Course. Every step is marked 
plainly. Your part is to follow the directions until you 
arrive at your destination, which is represented by 
your definite chief aim. Make that aim clear and back 
it up with persistence which does not recognize the 
word "impossible." 

When you come to select your definite chief aim 
just keep in mind the fact that you cannot aim too 

Also keep in mind the never-varying truth that 
you'll get nowhere if you start nowhere. If your aim in 
life is vague your achievements will also be vague, 
and it might well be added, very meager. Know what 
you want, when you want it, why you want it and HOW 
you intend to get it. This is known to teachers and 
students of psychology as the WWWH formula - 
"what, when, why and how." 

Read this lesson four times, at intervals of one 
week apart. 

You will see much in the lesson the fourth time 
you read it that you did not see the first time. 

Your success in mastering this course and in 
making it bring you success will depend very largely, 
if not entirely, upon how well you follow ALL the 
instructions it contains. 

Do not set up your own rules of study. Follow 
those laid down in the Course, as they are the result of 


years of thought and experimentation. If you wish to 
experiment wait until you master this course in the 
manner suggested by its author. You will then be in 
position to experiment more safely. For the present 
content yourself by being the student. You will, let us 
hope, become the teacher as well as the student after 
you have followed the Course until you have mastered 

If you follow the instructions laid down in this 
Course for the guidance of its students, you can no 
more fail than water can run uphill above the level of 
its source. 





Through the Introductory Lesson of this course 
you became familiar with the principle of psychology 
known as the "Master Mind." 

You are now ready to begin use of this principle 
as a means of transforming your definite chief aim 
into reality. It must have occurred to you that one 
might as well have no definite chief aim unless one 
has, also, a very definite and practical plan for making 
that aim become a reality. 

Your first step is to decide what your major aim 
in life shall be. Your next step is to write out a clear, 
concise statement of this aim. This should be followed 
by a statement, in writing, of the plan or plans 
through which you intend to attain the object of your 

Your next and final step will be the forming of an 
alliance with some person or persons who will 
cooperate with you in carrying out these plans and 
transforming your definite chief aim into reality. 

The purpose of this friendly alliance is to employ 
the law of the "Master Mind" in support of your plans. 
The alliance should be made between yourself and 
those who have your highest and best interests at 
heart. If you are a married man your wife should be 
one of the members of this alliance, providing there 
exists between you a normal state of confidence and 
sympathy. Other members of this alliance may be your 
mother, father, brothers or sisters, or some close 
friend or friends. 


If you are a single person your sweetheart, if you 
have one, should become a member of your alliance. 
This is no joke - you are now studying one of the most 
powerful laws of the human mind, and you will serve 
your own best interests by seriously and earnestly 
following the rules laid down in this lesson, even 
though you may not be sure where they will lead you. 

Those who join with you in the formation of a 
friendly alliance for the purpose of aiding you in the 
creation of a "Master Mind" should sign, with you, 
your statement of the object of your definite chief 
aim. Every member of your alliance must be fully 
acquainted with the nature of your object in forming 
the alliance. Moreover, every member must be in 
hearty accord with this object, and in full sympathy 
with you. Each member of your alliance must be 
supplied with a written copy of your statement of your 
definite chief aim. With this exception, however, you 
are explicitly instructed to keep the object of your 
chief aim to yourself. The world is full of "Doubting 
Thomases" and it will do your cause no good to have 
these rattle-brained people scoffing at you and your 
ambitions. Remember, what you need is friendly 
encouragement and help, not derision and doubt. 

If you believe in prayer you are instructed to 
make your definite chief aim the object of your prayer 
at, least once every twenty-four hours, and more often 
if convenient. If you believe there is a God who can 
and will aid those who are earnestly striving to be of 
constructive service in the world, surely you feel that' 
you have a right to petition Him for aid in the 
attainment of what should be the most important thing 
in life to you. 


If those who have been invited to join your 
friendly alliance believe in prayer, ask them, also, to 
include the object of this alliance as a part of their 
daily prayer. 

Comes, now, one of the most essential rules 
which you must follow . Arrange with one or all of the 
members of your friendly alliance to state to you, in 
the most positive and definite terms at their command, 
affirmation or statement should be made to you at 
least once a day; more often if possible. 

These steps must be followed persistently, with 
full faith that they will lead you where you wish to 
go! It will not suffice to carry out these plans for a 
few days or a few weeks and then discontinue them. 

From time to time it may become necessary to 
change the plans you have adopted for the 
achievement of the object of your definite chief aim. 
Make these changes without hesitation. No human 
being has sufficient foresight to build plans which 
need no alteration or change. 

If any member of your friendly alliance loses 
faith in the law known as the "Master Mind," 
immediately remove that member and replace him or 
her with some other person. 

Andrew Carnegie stated to the author of this 
course that he had found it necessary to replace some 
of the members of his "Master Mind." In fact he stated 


"Yes, he succeeded - but - 
he almost failed!" So did 
Robert Fulton and Abra- 
ham Lincoln and nearly all 
the others whom we call 
successful. No man ever 
achieved worth-while suc- 
cess who did not, at one 
time or other, find himself 
with at least one foot hang- 
ing well over the brink of 


that practically every member of whom his alliance 
was originally composed had, in time, been removed 
and replaced with some other person who could adapt 
himself more loyally and enthusiastically to the spirit 
and object of the alliance. 

You cannot succeed when surrounded by disloyal 
and unfriendly associates, no matter what may be the 
object of your definite chief aim. Success is built upon 
loyalty, faith, sincerity, co-operation and the other 
positive forces with which one must surcharge his 

Many of the students of this course will want to 
form friendly alliances with those with whom they are 
associated professionally or in business, with the 
object of achieving success in their business or 
profession. In such cases the same rules of procedure 
which have been here described should be followed. 
The object of your definite chief aim may be one that 
will benefit you individually, or it may be one that 
will benefit the business or profession with which you 
are connected. The law of the "Master Mind" will 
work the same in either case. If you fail, either 
temporarily or permanently, in the application of this 
law it will be for the reason that some member of your 
alliance did not enter into the spirit of the alliance 
with faith, loyalty and sincerity of purpose. 

The last sentence is worthy of a second reading! 

The object of your definite chief aim should 
become your "hobby." You should ride this "hobby" 
continuously; you should sleep with it, eat with it, 
play with it, work with it, live with it and THINK with 

Whatever you want you may get if you want it 
with sufficient intensity, and keep on wanting it, 


providing the object wanted is one within reason, and 
There is a difference, however, between merely 
"wishing" for something and ACTUALLY 
BELIEVING you will get it. Lack of understanding of 
this difference has meant failure to millions of people. 
The "doers" are the "believers" in all walks of life. 
Those who BELIEVE they can achieve the object of 
their definite chief aim do not recognize the word 
impossible. Neither do they acknowledge temporary 
defeat. They KNOW they are going to succeed, and if 
one plan fails they quickly replace it with another 

Every noteworthy achievement met with some 
sort of temporary setback before success came. Edison 
made more than ten thousand experiments before he 
succeeded in making the first talking machine record 
the words, "Mary had a little lamb." 

If there is one word which should stand out in 
your mind in connection with this lesson, it is the 

You now have within your possession the pass- 
key to achievement. You have but to unlock the door 
to the Temple of Knowledge and walk in. But you 
must go to the Temple; it will not come to you. If 
these laws are new to you the "going" will not be easy 
at first. You will stumble many times, but keep 
moving 1 Very soon you will come to the brow of the 
mountain you have been climbing, and you will 
behold, in the valleys below, the rich estate of 
KNOWLEDGE which shall be your reward for your 
faith and efforts. 

Everything has a price. There is no such 
possibility as "something for nothing." In your 
experiments with the Law of the Master Mind you are 


jockeying with Nature, in her highest and noblest 
form. Nature cannot be tricked or cheated. She will 
give up to you the object of your struggles only after 
you have paid her price, which is CONTINUOUS, 

What more could be said on this subject? 

You have been shown what to do, when to do it, 
how to do it and why you should do it. If you will 
master the next lesson, on Self-confidence, you will 
then have the faith in yourself to enable you to carry 
out the instructions laid down for your guidance in 
this lesson. 

Master of human destinies am I! 

Fame, love, and fortune on my footsteps wait. 

Cities and fields I walk; I penetrate 

Deserts and seas remote, and passing by 

Hovel and mart and palace - soon or late 

I knock, unbidden, once at every gate! 

If sleeping, wake - if feasting, rise before 

I turn away. It is the hour of fate, 

And they who follow me reach every state 

Mortals desire, and conquer every foe 

Save death; but those who doubt or hesitate, 

Condemned to failure, penury, and woe, 

Seek me in vain and uselessly implore. 

I answer not, and I return no more! 


















x x 




1 LAW OF „ 



X X 

U Teaching, for the First Time in the U 

y History of the World, the True Philos- y 

ophy upon which all Personal Success 

* is Built. * 


n n 

* 1928 * 






,i ™^^^ :x: •>^^<^^><i_5<^><L3<zz>^^<zz>^^^^^^<zz><zz>^^i;?v 

Copyright, 1928, by 

All Rights Reserved 

Printed in the U.S.A. 

Lesson Three 


AMIDST all the mys- 
teries by which we are 
surrounded, nothing is 
more certain than that 
we are in the presence 
of an Infinite and 
Eternal Energy from 
which all things 


- Herbert Spencer 


Lesson Three 


"You Can Do It if You Believe You Can!" 

BEFORE approaching the fundamental principles 
upon which this lesson is founded it will be of benefit 
to you to keep in mind the fact that it is practical - 
that it brings you the discoveries of more than twenty- 
five years of research-that it has the approval of the 
leading scientific men and women of the world who 
have tested every principle involved. 

Skepticism is the deadly enemy of progress and 
self-development. You might as well lay this book 
aside and stop right here as to approach this lesson 
with the feeling that it was written by some long- 
haired theorist who had never tested the principles 
upon which the lesson is based. 

Surely this is no age for the skeptic, because it is 
an age in which we have seen more of Nature's laws 
uncovered and harnessed than had been discovered in 
all past history of the human race. Within three 
decades we have witnessed the mastery of the air; we 
have explored the ocean; we have all but annihilated 

distances on the earth; we have harnessed the 
lightning and made it turn the wheels of industry; we 
have made seven blades of grass grow where but one 
grew before; we have instantaneous communication 
between the nations of the world. Truly, this is an age 
of illumination and unfoldment, but we have as yet 
barely scratched the surface of knowledge. However, 
when we shall have unlocked the gate that leads to the 
secret power which is stored up within us it will bring 
us knowledge that will make all past discoveries pale 
into oblivion by comparison. 

Thought is the most highly organized form of 
energy known to man, and this is an age of 
experimentation and research that is sure to bring us 
into greater understanding of that mysterious force 
called thought, which reposes within us. We have 
already found out enough about the human mind to 
know that a man may throw off the accumulated 
effects of a thousand generations of fear, through the 
aid of the principle of Auto-suggestion. We have 
already discovered the fact that fear is the chief 
reason for poverty and failure and misery that takes on 
a thousand different forms. We have already 
discovered the fact that the man who masters fear may 
march on to successful achievement in practically any 
undertaking, despite all efforts to defeat him. 

The development of self-confidence starts with 
the elimination of this demon called fear, which sits 
upon a man's shoulder and whispers into his ear, "You 
can't do it - you are afraid to try - you are afraid of 
public opinion - you are afraid that you will fail - you 
are afraid you have not the ability." 

This fear demon is getting into close quarters. 

Science has found a deadly weapon with which to put 
it to flight, and this lesson on self-confidence has 
brought you this weapon for use in your battle with 
the world-old enemy of progress, fear. 

person falls heir to the influence of six basic fears. 
Under these six fears may be listed the lesser fears. 
The six basic or major fears are here enumerated and 
the sources from which they are believed to have 
grown are described. 

The six basic fears are: 

a The fear of Poverty 

b The fear of Old Age 

c The fear of Criticism 

d The fear of Loss of Love of Someone. 

e The fear of 111 Health 

/The fear of Death. 

Study the list, then take inventory of your own 
fears and ascertain under which of the six headings 
you can classify them. 

Every human being who has reached the age of 
understanding is bound down, to some extent, by one 
or more of these six basic fears. As the first step in 
the elimination of these six evils let us examine the 
sources from whence we inherited them. 


All that man is, both physically and mentally, he 
came by through two forms of heredity. One is known 
as physical heredity and the other is called social 

Through the law of physical heredity man has 

slowly evolved from the amoeba (a single-cell animal 
form), through stages of development corresponding 
to all the known animal forms now on this earth, 
including those which are known to have existed but 
which are now extinct. 

Every generation through which man has passed 
has added to his nature something of the traits, habits 
and physical appearance of that generation. Man's 
physical inheritance, therefore, is a heterogeneous 
collection of many habits and physical forms. 

There seems little, if any, doubt that while the six 
basic fears of man could not have been inherited 
through physical heredity (these six basic fears being 
mental states of mind and therefore not capable of 
transmission through physical heredity), it is obvious 
that through physical heredity a most favorable 
lodging place for these six fears has been provided. 

For example, it is a well known fact that the 
whole process of physical evolution is based upon 
death, destruction, pain and cruelty; that the elements 
of the soil of the earth find transportation, in their 
upward climb through evolution, based upon the death 
of one form of life in order that another and higher 
form may subsist. All vegetation lives by "eating" the 
elements of the soil and the elements of the air. All 
forms of animal life live by "eating" some other and 
weaker form, or some form of vegetation. 

The cells of all vegetation have a very high order 
of intelligence. The cells of all animal life likewise 
have a very high order of intelligence. 

Undoubtedly the animal cells of a fish have 
learned, out of bitter experience, that the group of 
animal cells known as a fish hawk are to be greatly 

By reason of the fact that many animal forms 
(including that of most men) live by eating the smaller 
and weaker animals, the "cell intelligence" of these 
animals which enter into and become a part of man 
brings with it the FEAR growing out of their 
experience in having been eaten alive. 

This theory may seem to be far-fetched, and in 
fact it may not be true, but it is at least a logical 
theory if it is nothing more. The author makes no 
particular point of this theory, nor does he insist that 
it accounts for any of the six basic fears. There is 
another, and a much better explanation of the source 
of these fears, which we will proceed to examine, 
beginning with a description of social heredity. 

By far the most important part of man's make-up 
comes to him through the law of social heredity, this 
term having reference to the methods by which one 
generation imposes upon the minds of the generation 
under its immediate control the superstitions, beliefs, 
legends and ideas which it, in turn, inherited from the 
generation preceding. 

The term "social heredity" should be understood 
to mean any and all sources through which a person 
acquires knowledge, such as schooling of religious 
and all other natures; reading, word of mouth 
conversation, story telling and all manner of thought 
inspiration coming from what is generally accepted as 
one's "personal experiences." 

Through the operation of the law of social 
heredity anyone having control of the mind of a child 
may, through intense teaching, plant in that child's 
mind any idea, whether false or true, in such a manner 
that the child accepts it as true and it becomes as 

REMEMBER that when 

you make an 

appointment with 

another person you 
assume the responsibility 
of punctuality, and that 
you have not the right to 
be a single minute late. 


much a part of the child's personality as any cell or 
organ of its physical body (and just as hard to change 
in its nature) . 

It is through the law of social heredity that the 
religionist plants in the child mind dogmas and creeds 
and religious ceremonies too numerous to describe, 
holding those ideas before that mind until the mind 
accepts them and forever seals them as a part of its 
irrevocable belief. 

The mind of a child which has not come into the 
age of general understanding, during an average 
period covering, let us say, the first two years of its 
life, is plastic, open, clean and free. Any idea planted 
in such a mind by one in whom the child has 
confidence takes root and grows, so to speak, in such 
a manner that it never can be eradicated or wiped out, 
no matter how opposed to logic or reason that idea 
may be. 

Many religionists claim that they can so deeply 
implant the tenets of their religion in the mind of a 
child that there never can be room in that mind for any 
other religion, either in whole or in part. The claims 
are not greatly overdrawn. 

With this explanation of the manner in which the 
law of social heredity operates the student will be 
ready to examine the sources from which man inherits 
the six basic fears. Moreover, any student (except 
those who have not yet grown big enough to examine 
truth that steps upon the "pet corns" of their own 
superstitions) may check the soundness of the 
principle of social heredity as it is here applied to the 
six basic fears, without going outside of his or her 
own personal experiences. 

Fortunately, practically the entire mass of 


evidence submitted in this lesson is of such a nature 
that all who sincerely seek the truth may ascertain, for 
themselves, whether the evidence is sound or not. 

For the moment at least, lay aside your prejudices 
and preconceived ideas (you may always go back and 
pick them up again, you know) while we study the 
origin and nature of man's Six Worst Enemies, the six 
basic fears, beginning with: 

THE FEAR OF POVERTY: It requires courage to 
tell the truth about the origin of this fear, and still 
greater courage, perhaps, to accept the truth after it 
has been told. The fear of poverty grew out of man's 
inherited tendency to prey upon his fellow man 
economically. Nearly all forms of lower animals have 
instinct but appear not to have the power to reason 
and think; therefore, they prey upon one another 
physically. Man, with his superior sense of intuition, 
thought and reason, does not eat his fellow men 
bodily; he gets more satisfaction out of eating them 

Of all the ages of the world of which we know 
anything, the age in which we live seems to be the age 
of money worship. A man is considered less than the 
dust of the earth unless he can display a fat bank 
account. Nothing brings man so much suffering and 
humiliation as does POVERTY. No wonder man 
FEARS poverty. Through a long line of inherited 
experiences with the man-animal man has learned, for 
certain, that this animal cannot always be trusted 
where matters of money and other evidences of earthly 
possessions are concerned. 

Many marriages have their beginning (and 
oftentimes their ending) solely on the basis of the 


wealth possessed by one or both of the contracting 

It is no wonder that the divorce courts are busy! 

"Society" could quite properly be spelled 
"Society," because it is inseparably associated with 
the dollar mark. So eager is man to possess wealth 
that he will acquire it in whatever manner he can; 
through legal methods, if possible, through other 
methods if necessary. 

The fear of poverty is a terrible thing! 

A man may commit murder, engage in robbery, 
rape and all other manner of violation of the rights of 
others and still regain a high station in the minds of 
his fellow men, PROVIDING always that he does not 
lose his wealth. Poverty, therefore, is a crime-an 
unforgivable sin, as it were. 

No wonder man fears it! 

Every statute book in the world bears evidence 
that the fear of poverty is one of the six basic fears of 
mankind, for in every such book of laws may be found 
various and sundry laws intended to protect the weak 
from the strong. To spend time trying to prove either 
that the fear of poverty is one of man's inherited fears, 
or that this fear has its origin in man's nature to cheat 
his fellow man, would be similar to trying to prove 
that three times two are six. Obviously no man would 
ever fear poverty if he had any grounds for trusting 
his fellow men, for there is food and shelter and 
raiment and luxury of every nature sufficient for the 
needs of every person on earth, and all these blessings 
would be enjoyed by every person except for the 
swinish habit that man has of trying to push all the 
other "swine" out of the trough, even after he has all 
and more than he needs. 


The second of the six basic fears with which man 
is bound is: 

THE FEAR OF OLD AGE: In the main this fear 
grows out of two sources. First, the thought that Old 
Age may bring with it POVERTY. Secondly, and by 
far the most common source of origin, from false and 
cruel sectarian teachings which have been so well 
mixed with "fire and brimstone" and with 
"purgatories" and other bogies that human beings have 
learned to fear Old Age because it meant the approach 
of another, and possibly a much more HORRIBLE, 
world than this one which is known to be bad enough. 

In the basic fear of Old Age man has two very 
sound reasons for his apprehension: the one growing 
out of distrust of his fellow men who may seize 
whatever worldly goods he may possess, and the other 
arising from the terrible pictures of the world to come 
which were deeply planted in his mind, through the 
law of social heredity, long before he came into 
possession of that mind. 

Is it any wonder that man fears the approach of 
Old Age? 

The third of the six basic fears is: 

acquired this basic fear it would be hard, if not 
impossible, definitely to determine, but one thing is 
certain, he has it in well developed form. 

Some believe that this fear made its appearance in 
the mind of man about the time that politics came into 
existence. Others believe its source can be traced no 
further than the first meeting of an organization of 
females known as a "Woman's Club." Still another 
school of humorists charges the origin to the contents 


of the Holy Bible, whose pages abound with some 
very vitriolic and violent forms of criticism. If the 
latter claim is correct, and those who believe literally 
all they find in the Bible are not mistaken, then God is 
responsible for man's inherent fear of Criticism, 
because God caused the Bible to be written. 

This author, being neither a humorist nor a 
"prophet," but just an ordinary workaday type of 
person, is inclined to attribute the basic fear of 
Criticism to that part of man's inherited nature which 
prompts him not only to take away his fellow man's 
goods and wares, but to justify his action by 
CRITICISM of his fellow man's character. 

The fear of Criticism takes on many different 
forms, the majority of which are petty and trivial in 
nature, even to the extent of being childish in the 

Bald-headed men, for example, are bald for no 
other reason than their fear of Criticism. Heads 
become bald because of the protection of hats with 
tight fitting bands which cut off the circulation at the 
roots of the hair. Men wear hats, not because they 
actually need them for the sake of comfort, but mainly 
because "everybody's doing it," and the individual 
falls in line and does it also, lest some other 
individual CRITICIZE him. 

Women seldom have bald heads, or even thin 
hair, because they wear hats that are loose, the only 
purpose of which is to make an appearance. 

But it must not be imagined that women are free 
from the fear of Criticism associated with hats. If any 
woman claims to be superior to man with reference to 
this fear, ask her to walk down the street wearing a 
hat that is one or two seasons out of style! 


IN every soul there has 
been deposited the seed 
of a great future, but 

that seed will never 

germinate, much less 
grow to maturity, 
except through the 
rendering of useful 



The makers of all manner of clothing have not 
been slow to capitalize this basic fear of Criticism 
with which all mankind is cursed. Every season, it 
will be observed, the "styles" in many articles of 
wearing apparel change. Who establishes the "styles"? 
Certainly not the purchaser of clothes, but the 
manufacturer of clothes. Why does he change the 
styles so often? Obviously this change is made so that 
the manufacturer can sell more clothes. 

For the same reason the manufacturers of 
automobiles (with a few rare and very sensible 
exceptions) change styles every season. 

The manufacturer of clothing knows how the man- 
animal fears to wear a garment which is one season 
out of step with "that which they are all wearing 

Is this not true? Does not your own experience 
back it up? 

We have been describing the manner in which 
people behave under the influence of the fear of 
Criticism as applied to the small and petty things of 
life. Let us now examine human behavior under this 
fear when it affects people in connection with the 
more important matters connected with human 
intercourse. Take, for example, practically any person 
who has reached the age of "mental maturity" (from 
thirty-five to forty-five years of age, as a general 
average), and if you could read his or her mind you 
would find in that mind a very decided disbelief of 
and rebellion against most of the fables taught by the 
majority of the religionists. 

Powerful and mighty is the fear of CRITICISM! 

The time was, and not so very long ago at that, 


when the word "infidel" meant ruin to whomsoever it 
was applied. It is seen, therefore, that man's fear of 
CRITICISM is not without ample cause for its 

The fourth basic fear is that of: 

The source from which this fear originated needs but 
little description, for it is obvious that it grew out of 
man's nature to steal his fellow man's mate; or at least 
to take liberties with her, unknown to her rightful 
"lord" and master. By nature all men are polygamous, 
the statement of a truth which will, of course, bring 
denials from those who are either too old to function 
in a normal way sexually, or have, from some other 
cause, lost the contents of certain glands which are 
responsible for man's tendency toward the plurality of 
the opposite sex. 

There can be but little doubt that jealousy and all 
other similar forms of more or less mild dementia 
praecox (insanity) grew out of man's inherited fear of 
the Loss of Love of Someone. 

Of all the "sane fools" studied by this author, that 
represented by a man who has become jealous of some 
woman, or that of a woman who has become jealous of 
some man, is the oddest and strangest. The author, 
fortunately, never had but one case of personal 
experience with this form of insanity, but from that 
experience he learned enough to justify him in stating 
that the fear of the Loss of Love of Someone is one of 
the most painful, if not in fact the most painful, of all 
the six basic fears. And it seems reasonable to add 
that this fear plays more havoc with the human mind 
than do any of the other six basic fears, often leading 


to the more violent forms of permanent insanity. 

The fifth basic fear is that of: 

THE FEAR OF ILL HEALTH: This fear has its 
origin, to considerable extent also, in the same 
sources from which the fears of Poverty and Old Age 
are derived. 

The fear of 111 Health must needs be closely 
associated with both Poverty and Old Age, because it 
also leads toward the border line of "terrible worlds" 
of which man knows not, but of which he has heard 
some discomforting stories. 

The author strongly suspects that those engaged 
in the business of selling good health methods have 
had considerable to do with keeping the fear of 111 
Health alive in the human mind. 

For longer than the record of the human race can 
be relied upon, the world has known of various and 
sundry forms of therapy and health purveyors. If a 
man gains his living from keeping people in good 
health it seems but natural that he would use every 
means at his command for persuading people that they 
needed his services. Thus, in time, it might be that 
people would inherit a fear of 111 Health. 

The sixth and last of the six basic fears is that of: 

THE FEAR OF DEATH: To many this is the worst 
of all the six basic fears, and the reason why it is so 
regarded becomes obvious to even the casual student 
of psychology. 

The terrible pangs of fear associated with DEATH 
may be charged directly to religious fanaticism, the 
source which is more responsible for it than are all 
other sources combined. 


So-called "heathen" are not as much afraid of 
DEATH as are the "civilized," especially that portion 
of the civilized population which has come under the 
influence of theology. 

For hundreds of millions of years man has been 
asking the still unanswered (and, it may be, the 
unanswerable) questions, "WHENCE?" and 

"WHITHER?" "Where did I come from and where am I 
going after death?" 

The more cunning and crafty, as well as the 
honest but credulous, of the race have not been slow 
to offer the answer to these questions. In fact the 
answering of these questions has become one of the 
so-called "learned" professions, despite the fact that 
but little learning is required to enter this profession. 

Witness, now, the major source of origin of the 
fear of DEATH! 

"Come into my tent, embrace my faith, accept my 
dogmas (and pay my salary) and I will give you a 
ticket that will admit you straightway into heaven 
when you die," says the leader of one form of 
sectarianism. "Remain out of my tent," says this same 
leader, "and you will go direct to hell, where you will 
burn throughout eternity." 

While, in fad, the self-appointed leader may not 
be able to provide safe-conduct into heaven nor, by 
lack of such provision, allow the unfortunate seeker 
after truth to descend into hell, the possibility of the 
latter seems so terrible that it lays hold of the mind 
and creates that fear of fears, the fear of DEATH! 

In truth no man knows, and no man has ever 
known, what heaven or hell is like, or if such places 
exist, and this very lack of definite knowledge opens 


the door of the human mind to the charlatan to enter 
and control that mind with his stock of legerdemain 
and various brands of trickery, deceit and fraud. 

The truth is this - nothing less and nothing more - 
WHERE WE GO AT DEATH. Any person claiming 
otherwise is either deceiving himself or he is a 
conscious impostor who makes it a business to live 
without rendering service of value, through play upon 
the credulity of humanity. 

Be it said, in their behalf, however, the majority 
of those engaged in "selling tickets into heaven" 
actually believe not only that they know where heaven 
exists, but that their creeds and formulas will give 
safe passage to all who embrace them. 

This belief may be summed up in one word - 

Religious leaders, generally, make the broad, 
sweeping claim that the present civilization owes its 
existence to the work done by the churches. This 
author, as far as he is personally concerned, is willing 
to grant their claims to be correct, if, at the same time 
he be permitted to add that even if this claim be true 
the theologians haven't a great deal of which to brag. 

But, it is not - cannot be - true that civilization 
has grown out of the efforts of the organized churches 
and creeds, if by the term "civilization" is meant the 
uncovering of the natural laws and the many 
inventions to which the world is the present heir. 

If the theologians wish to claim that part of 
civilization which has to do with man's conduct 
toward his fellow man they are perfectly welcome to 


YOU are fortunate if you 

have learned the 

difference between tem- 

porary defeat and failure; 
more fortunate still, if 
you have learned the 
truth that the very seed 

of success is dormant in 

every defeat that you 



it, as far as this author is concerned; but, on the other 
hand, if they presume to gobble up the credit for all 
the scientific discovery of mankind the author begs 
leave to offer vigorous protest. 

It is hardly sufficient to state that social heredity 
is the method through which man gathers all 
knowledge that reaches him through the five senses. It 
is more to the point to state HOW social heredity 
works, in as many different applications as will give 
the student a comprehensive understanding of that 

Let us begin with some of the lower forms of 
animal life and examine the manner in which they are 
affected by the law of social heredity. 

Shortly after this author began to examine the 
major sources from which men gather the knowledge 
which makes them what they are, some thirty-odd 
years ago, he discovered the nest of a ruffed grouse. 
The nest was so located that the mother bird could be 
seen from a considerable distance when she was on the 
nest. With the aid of a pair of field glasses the bird 
was closely watched until the young birds were 
hatched out. It happened that the regular daily 
observation was made but a few hours after the young 
birds came out of the shell. Desiring to know what 
would happen, the author approached the nest. The 
mother bird remained near by until the intruder was 
within ten or twelve feet of her, then she disarranged 
her feathers, stretched one wing over her leg and went 
hobbling away, making a pretense of being crippled. 
Being somewhat familiar with the tricks of mother 
birds, the author did not follow, but, instead, went to 


the nest to take a look at the little ones. Without the 
slightest signs of fear they turned their eyes toward 
him, moving their heads first one way and then 
another. He reached down and picked one of them up. 
With no signs of fear it stood in the palm of his hand. 
He laid the bird back in the nest and went away to a 
safe distance to give the mother bird a chance to 

The wait was short. Very soon she began 
cautiously to edge her way back 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 brood to partake of it. 

She gathered the little birds around and continued 
to quiver in a highly excited manner, shaking her 
wings and ruffling her feathers. One could almost hear 
her words as she gave the little birds their first lesson 
in self-defense, through the law of SOCIAL 

"You silly little creatures! Do you not know that 
men are your enemies? Shame on you for allowing that 
man to pick you up in his hands. It's a wonder he 
didn't carry you off and eat you alive! The next time 
you see a man approaching make yourselves scarce. 
Lie down on the ground, run under leaves, go 
anywhere to get out of sight, and remain out of sight 
until the enemy is well on his way." 

The little birds stood around and listened to the 
lecture with intense interest. After the mother bird had 
quieted down the author again started to approach the 
nest. When within twenty feet or so of the guarded 


household the mother bird again started to lead him in 
the other direction by crumpling up her wing and 
hobbling along as if she were crippled. He looked at 
the nest, but the glance was in vain. The little birds 
were nowhere to be found! They had learned rapidly 
to avoid their natural enemy, thanks to their natural 

Again the author retreated, awaited until the 
mother bird had reassembled her household, then came 
out to visit them, but with similar results. When he 
approached the spot where he last saw the mother bird 
not the slightest signs of the little fellows were to be 

When a small boy the author captured a young 
crow and made a pet of it. The bird became quite well 
satisfied with its domestic surroundings and learned to 
perform many tricks requiring considerable 
intelligence. After the bird was big enough to fly it 
was permitted to go wherever it pleased. Sometimes it 
would be gone for many hours, but it always returned 
home before dark. 

One day some wild crows became involved in a 
fight with an owl in a field near the house where the 
pet crow lived. As soon as the pet heard the "caw, 
caw, caw" of its wild relatives it flew up on top of the 
house, and with signs of great agitation, walked from 
one end of the house to the other. Finally it took wing 
and flew in the direction of the "battle." The author 
followed to see what would happen. In a few minutes 
he came up with the pet. It was sitting on the lower 
branches of a tree and two wild crows were sitting on 


a limb just above, chattering and walking back and 
forth, acting very much in the same fashion that angry 
parents behave toward their offspring when chastising 

As the author approached, the two wild crows 
flew away, one of them circling around the tree a few 
times, meanwhile letting out a terrible flow of most 
abusive language, which, no doubt, was directed at its 
foolish relative who hadn't enough sense to fly while 
the flying was good. 

The pet was called, but it paid no attention. That 
evening it returned home, but would not come near the 
house. It sat on a high limb of an apple tree and talked 
in crow language for about ten minutes, saying, no 
doubt, that it had decided to go back to the wild life 
of its fellows, then flew away and did not return until 
two days later, when it came back and did some more 
talking in crow language, keeping at a safe distance 
meanwhile. It then went away and never returned. 

Social heredity had robbed the author of a fine 

The only consolation he got from the loss of his 
crow was the thought that it had shown fine 
sportsmanship by coming back and giving notice of its 
intention to depart. Many farm hands had left the farm 
without going to the trouble of this formality. 

It is a well known fact that a fox will prey upon 
all manner of fowl and small animals with the 
exception of the skunk. No reason need be stated as to 
why Mr. Skunk enjoys immunity. A fox may tackle a 
skunk once, but never twice! For this reason a skunk 


hide, when nailed to a chicken roost, will keep all but 
the very young and inexperienced foxes at a safe 

The odor of a skunk, once experienced, is never 
to be forgotten. No other smell even remotely 
resembles it. It is nowhere recorded that any mother 
fox ever taught her young how to detect and keep 
away from the familiar smell of a skunk, but all who 
are informed on "fox lore" know that foxes and skunks 
never seek lodgment in the same cave. 

But one lesson is sufficient to teach the fox all it 
cares to know about skunks. Through the law of social 
heredity, operating via the sense of smell, one lesson 
serves for an entire life-time. 

A bullfrog can be caught on a fish-hook by 
attaching a small piece of red cloth or any other small 
red object to the hook and dangling it in front of the 
frog's nose. That is, Mr. Frog may be caught in this 
manner, provided he is hooked the first time he snaps 
at the bait, but if he is poorly hooked and makes a get- 
away, or if he feels the point of the hook when he 
bites at the bait but is not caught, he will never make 
the same mistake again. The author spent many hours 
in stealthy attempt to hook a particularly desirable 
specimen which had snapped and missed, before 
learning that but one lesson in social heredity is 
enough to teach even a humble "croaker" that bits of 
red flannel are things to be let alone. 

The author once owned a very fine male Airedale 
dog which caused no end of annoyance by his habit of 
coming home with a young chicken in his mouth. 


IS it not strange that we 

fear most that which 

never happens? That we 
destroy our initiative by 

the fear of defeat, when 

in reality, defeat is a 

most useful tonic and 

should be accepted as 



Each time the chicken was taken away from the dog 
and he was soundly switched, but to no avail; he 
continued in his liking for fowl. 

For the purpose of saving the dog, if possible, 
and as an experiment with social heredity, this dog 
was taken to the farm of a neighbor who had a hen and 
some newly hatched chickens. The hen was placed in 
the barn and the dog was turned in with her. As soon 
as everyone was out of sight the dog slowly edged up 
toward the hen, sniffed the air in her direction a time 
or two (to make sure she was the kind of meat for 
which he was looking), then made a dive toward her. 
Meanwhile Mrs. Hen had been doing some "surveying" 
on her own account, for she met Mr. Dog more than 
halfway; moreover, she met him with such a surprise 
of wings and claws as he had never before 
experienced. The first round was clearly the hen's. But 
a nice fat bird, reckoned the dog, was not to slip 
between his paws so easily; therefore he backed away 
a short distance, then charged again. This time Mrs. 
Hen lit upon his back, drove her claws into his skin 
and made effective use of her sharp bill! Mr. Dog 
retreated to his comer, looking for all the world as if 
he were listening for someone to ring the bell and call 
the fight off until he got his bearings. But Mrs. Hen 
craved no time for deliberation; she had her adversary 
on the run and showed that she knew the value of the 
offensive by keeping him on the run. 

One could almost understand her words as she 
flogged the poor Airedale from one corner to another, 
keeping up a series of rapid-fire sounds which for all 
the world resembled the remonstrations of an angry 


mother who had been called upon to defend her 
offspring from an attack by older boys. 

The Airedale was a poor soldier! After running 
around the barn from corner to corner for about two 
minutes he spread himself on the ground as flat as he 
could and did his best to protect his eyes with his 
paws. Mrs. Hen seemed to be making a special attempt 
to peck out his eyes. 

The owner of the hen then stepped in and 
retrieved her - or, more accurately stating it, he 
retrieved the dog - which in no way appeared to meet 
with the dog's disapproval. 

The next day a chicken was placed in the cellar 
where the dog slept. As soon as he saw the bird he 
tucked his tail between his legs and ran for a corner! 
He never again attempted to catch a chicken. One 
lesson in social heredity, via the sense of "touch," was 
sufficient to teach him that while chicken-chasing may 
offer some enjoyment, it is also fraught with much 

All these illustrations, with the exception of the 
first, describe the process of gathering knowledge 
through direct experience. Observe the marked 
difference between knowledge gathered by direct 
experience and that which is gathered through the 
training of the young by the old, as in the case of the 
ruffed grouse and her young. 

The most impressive lessons are those learned by 
the young from the old, through highly colored or 
emotionalized methods of teaching. When the mother 
grouse spread her wings, stood her feathers on end, 
shook herself like a man suffering with the palsy and 
chattered to her young in a highly excited manner, she 


planted the fear of man in their hearts in a manner 
which they were never to forget. 

The term "social heredity," 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, 
by its parents or those who may have authority over it, 
before 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, seven 
to twelve years. 

There are myriads of forms of fear, but none are 
more deadly than the fear of poverty and old age. We 
drive our bodies as if they were slaves because we are 
so afraid of poverty that we wish to hoard money for - 
what - old age! This common form of fear drives us so 
hard that we overwork our bodies and bring on the 
very thing we are struggling to avoid. 

What a tragedy to watch a man drive himself 
when he begins to arrive along about the forty-year 
mile post of life-the age at which he is just beginning 
to mature mentally. At forty a man is just entering the 
age in which he is able to see and understand and 
assimilate the handwriting of Nature, as it appears in 
the forests and flowing brooks and faces of men and 
little children, yet this devil fear drives him so hard 
that he becomes blinded and lost in the entanglement 
of a maze of conflicting desires. The principle of 
organized effort is lost sight of, and instead of laying 
hold of Nature's forces which are in evidence all 
around him, and permitting those forces to carry him 


to the heights of great achievement, he defies them 
and they become forces of destruction. 

Perhaps none of these great forces of Nature are 
more available for man's unfoldment than is the 
principle of Auto-suggestion, but ignorance of this 
force is leading the majority of the human race to 
apply it so that it acts as a hindrance and not as a 

Let us here enumerate the facts which show just 
how this misapplication of a great force of Nature 
takes place: 

Here is a man who meets with some 
disappointment; a friend proves false, or a neighbor 
seems indifferent. Forthwith he decides (through self- 
suggestion) all men are untrustworthy and all 
neighbors unappreciative. These thoughts so deeply 
imbed themselves in his subconscious mind that they 
color his whole attitude toward others. Go back, now, 
to what was said in Lesson Two, about the dominating 
thoughts of a man's mind attracting people whose 
thoughts are similar. 

Apply the Law of Attraction and you will soon 
see and understand why the unbeliever attracts other 

Reverse the Principle: 

Here is a man who sees nothing but the best there 
is in all whom he meets. If his neighbors seem 
indifferent he takes no notice of that fact, for he 
makes it his business to fill his mind with dominating 
thoughts of optimism and good cheer and faith in 
others. If people speak to him harshly he speaks back 
in tones of softness. Through the operation of this 
same eternal Law of Attraction he draws to himself 
the attention of people whose attitude toward life and 


whose dominating thoughts harmonize with his own. 

Tracing the principle a step further: 

Here is a man who has been well schooled and 
has the ability to render the world some needed 
service. Somewhere, sometime, he has heard it said 
that modesty is a great virtue and that to push himself 
to the front of the stage in the game of life savors of 
egotism. He quietly slips in at the back door and takes 
a seat at the rear while other players in the game of 
life boldly step to the front. He remains in the back 
row because he fears "what they will say." 

Public opinion, or that which he believes to be 
public opinion, has him pushed to the rear and the 
world hears but little of him. His schooling counts for 
naught because he is afraid to let the world know that 
he has had it. He is constantly suggesting to himself 
(thus using the great force of Auto-suggestion to his 
own detriment) that he should remain in the 
background lest he be criticized, as if criticism would 
do him any damage or defeat his purpose. 

Here is another man who was born of poor 
parents. Since the first day that he can remember he 
has seen evidence of poverty. He has heard talk of 
poverty. He has felt the icy hand of poverty on his 
shoulders and it has so impressed him that he fixes it 
in his mind as a curse to which he must submit. Quite 
unconsciously he permits himself to fall victim of the 
belief "once poor always poor" until that belief 
becomes the dominating thought of his mind. He 
resembles a horse that has been harnessed and broken 
until it forgets that it has the potential power with 
which to throw off that harness. Auto-suggestion is 
rapidly relegating him to the back of the stage of life. 


YOUR work and mine are 

peculiarly akin; I am 
helping the laws of Nature 
create more perfect 

specimens of vegetation, 
while you are using those 
same laws, through the Law 
of Success philosophy, to 
create more perfect 

specimens of thinkers. 

-Luther Burbank. 


Finally he becomes a quitter. Ambition is gone. 
Opportunity comes his way no longer, or if it does he 
has not the vision to see it. He has accepted his 
FATE! It is a well established fact that the faculties of 
the mind, like the limbs of the body, atrophy and 
wither away if not used. Self-confidence is no 
exception. It develops when used but disappears if not 

One of the chief disadvantages of inherited 
wealth is the fact that it too often leads to inaction 
and loss of Self-confidence. Some years ago a baby 
boy was born to Mrs. E. B. McLean, in the city of 
Washington. His inheritance was said to be around a 
hundred million dollars. When this baby was taken for 
an airing in its carriage it was surrounded by nurses 
and assistant nurses and detectives and other servants 
whose duty was to see that no harm befell it. As the 
years passed by this same vigilance was kept up. This 
child did not have to dress himself; he had servants 
who did that. Servants watched over him while he 
slept and while he was at play. He was not permitted 
to do anything that a servant could do for him. He had 
grown to the age often years. One day he was playing 
in the yard and noticed that the back gate had been 
left open. In all of his life he had never been outside 
of that gate alone, and naturally that was just the 
thing that he wished to do. During a moment when the 
servants were not looking he dashed out at the gate, 
and was run down and killed by an automobile before 
he reached the middle of the street. 

He had used his servants' eyes until his own no 
longer served him as they might have done had he 
learned to rely upon them. 


Twenty years ago the man whom I served as 
secretary sent his two sons away to school. One of 
them went to the University of Virginia and the other 
to a college in New York. Each month it was a part of 
my task to make out a check for $100.00 for each of 
these boys. This was their "pin money," to be spent as 
they wished. How profitably I remember the way I 
envied those boys as I made out those checks each 
month. I often wondered why the hand of fate bore me 
into the world in poverty. I could look ahead and see 
how these boys would rise to the high stations in life 
while I remained a humble clerk. 

In due time the boys returned home with their 
"sheep-skins." Their father was a wealthy man who 
owned banks and railroads and coal mines and other 
property of great value. Good positions were waiting 
for the boys in their father's employ. 

But, twenty years of time can play cruel tricks on 
those who have never had to struggle. Perhaps a better 
way to state this truth would be that time gives those 
who have never had to struggle a chance to play cruel 
tricks on themselves! At any rate, these two boys 
brought home from school other things besides their 
sheep-skins. They came back with well developed 
capacities for strong drink - capacities which 'they 
developed because the hundred dollars which each of 
them received each month made it unnecessary for 
them to struggle. 

Theirs is a long and sad story, the details of 
which will not interest you, but you will be interested 
in their "finis" As this lesson is being written I have 
on my desk a copy of the newspaper published in the 
town where these boys lived. Their father has been 


bankrupted and his costly mansion, where the boys 
were born, has been placed on the block for sale. One 
of the boys died of delirium tremens and the other one 
is in an insane asylum. 

Not all rich men's sons turn out so unfortunately, 
but the fact remains, nevertheless, that inaction leads 
to atrophy and this, in turn, leads to loss of ambition 
and self-confidence, and without these essential 
qualities a man will be carried through life on the 
wings of uncertainty, just as a dry leaf may be carried 
here and there on the bosom of the stray winds. 

Far from being a disadvantage, struggle is a 
decided advantage, because it develops those qualities 
which would forever lie dormant without it. Many a 
man has found his place in the world because of 
having been forced to struggle for existence early in 
life. Lack of knowledge of the advantages accruing 
from struggle has prompted many a parent to say, "I 
had to work hard when I was young, but I shall see to 
it that my children have an easy time!" Poor foolish 
creatures. An "easy" time usually turns out to be a 
greater handicap than the average young man or 
woman can survive. There are worse things in this 
world than being forced to work in early life. Forced 
idleness is far worse than forced labor. Being forced 
to work, and forced to do your best, will breed in you 
temperance and self-control and strength of will and 
content and a hundred other virtues which the idle will 
never know. 

Not only does lack of the necessity for struggle 
lead to weakness of ambition and will-power, but, 
what is more dangerous still, it sets up in a person's 
mind a state of lethargy that leads to the loss of Self- 


confidence. The person who has quit struggling 
because effort is no longer necessary is literally 
applying the principle of Auto-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 look with more or less contempt upon 
the person who is forced to carry on. 

The human mind, if you will pardon repetition, 
may be likened to an electric battery. It may be 
positive or it may be negative. Self-confidence is the 
quality with which the mind is re-charged and made 

Let us apply this line of reasoning to 
salesmanship and see what part Self-confidence plays 
in this great field of endeavor. One of the greatest 
salesmen this country has ever seen was once a clerk 
in a newspaper office. 

It will be worth your while to analyze the method 
through which he gained his title as "the world's 
leading salesman." 

He was a timid young man with a more or less 
retiring sort of nature. He was one of those who 
believe it best to slip in by the back door and take a 
seat at the rear of the stage of life. One evening he 
heard a lecture on the subject 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 Manager of the paper and 
asked for a position as solicitor of advertising and was 
put to work on a commission basis. Everyone in the 
office expected to see him fail, as this sort of 
salesmanship calls for the most positive type of sales 
ability. He went to his room and made out a list of a 


certain type of merchants on whom he intended to 
call. One would think that he would naturally have 
made up his list of the names of those whom he 
believed he could sell with the least effort, but he did 
nothing of the sort. He placed on his list only the 
names of the merchants on whom other advertising 
solicitors had called without making a sale. His list 
consisted of only twelve names. Before he made a 
single call he went out to the city park, took out his 
list of twelve names, read it over a hundred times, 
saying to himself as he did so, "You will purchase 
advertising space from me before the end of the 
month. " 

Then he began to make his calls. The first day he 
closed sales with three of the twelve "impossibilities." 
During the remainder of the week he made sales to 
two others. By the end of the month he had opened 
advertising accounts with all but 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 except 
on this one obstinate merchant. Every morning when 
the store opened he was on hand to interview this 
merchant and every morning the merchant said "No. " 
The merchant knew he was not going to buy 
advertising space, but this young man didn't know it. 
When the merchant said No the young man did not 
hear it, but kept right on coming. On the last day of 
the month, after having told this persistent young man 
No for thirty consecutive times, the merchant said: 

"Look here, young man, you have wasted a whole 
month trying to sell me; now, what I would like to 
know is this - why have you wasted your time?" 

"Wasted my time nothing," he retorted; "I have 


NO man can become a 

great leader of men 

unless he has the milk 

of human kindness in 

his own heart, and leads 

by suggestion and kind- 
ness, rather than by 



been going to school and you have been my teacher. 
Now I know all the arguments that a merchant can 
bring up for not buying, and besides that I have been 
drilling myself in Self-confidence." 

Then the merchant said: "I will make a little 
confession of my own. I, too, have been going to 
school, and you have been my teacher. You have 
taught me a lesson in persistence that is worth money 
to me, and to show you my appreciation I am going to 
pay my tuition fee by giving you an order for 
advertising space." 

And that was the way in which the Philadelphia 
North American's best advertising account was 
brought in. Likewise, it marked the beginning of a 
reputation that has made that same young man a 

He succeeded because he deliberately charged his 
own mind with sufficient Self-confidence to make that 
mind an irresistible force. When he sat down to make 
up that list of twelve names he did something that 
ninety-nine people out of a hundred would not have 
done-he selected the names of those whom he believed 
it would be hard to sell, because 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 very few people who understand 
that all rivers and some men are crooked because of 
following the line of least resistance. 

I am going to digress and here break the line of 
thought for a moment while recording a word of 
advice to the wives of men. Remember, these lines are 


intended only for wives, and husbands are not 
expected to read that which is here set down. 

From having analyzed more than 16,000 people, 
the majority of whom were married men, I have 
learned something that may be of value to wives. Let 
me state my thought in these words: 

You have it within your power to send your 
husband away to his work or his business or his 
profession each day with a feeling of Self-confidence 
that will carry him successfully over the rough spots 
of the day and bring him home again, at night, smiling 
and happy. One of my acquaintances of former years 
married a woman who had a set of false teeth. One day 
his wife dropped her teeth and broke the plate. The 
husband picked up the pieces and began examining 
them. He showed such interest in them that his wife 

"You could make a set of teeth like those if you 
made up your mind to do it." 

This man was a farmer whose ambitions had never 
carried him beyond the bounds of his little farm until 
his wife made that remark. She walked over and laid 
her hand on his shoulder and encouraged him to try 
his hand at dentistry. She finally coaxed him to make 
the start, and today he is one of the most prominent 
and successful dentists in the state of Virginia. I know 
him well, for he is my father! 

No one can foretell the possibilities of 
achievement available to the man whose wife stands at 
his back and urges him on to bigger and better 
endeavor, for it is a well known fact that a woman can 
arouse a man so that he will perform almost 
superhuman feats. It is your right and your duty to 


encourage your husband and urge him on in worthy 
undertakings until he shall have found his place in the 
world. You can induce him to put forth greater effort 
than can any other person in the world. Make him 
believe that nothing within reason is beyond his power 
of achievement and you will have rendered him a 
service that will go a long way toward helping him 
win in the battle of life. 

One of the most successful men in his line in 
America gives entire credit for his success to his wife. 
When they were first married she wrote a creed which 
he signed and placed over his desk. This is a copy of 
the creed: 

/ believe in myself. I believe in those who work 
with me. I believe in my employer. I believe in my 

friends. I believe in my family. I believe that God 
will lend me everything I need with which to 
succeed if I do my best to earn it through faithful 
and honest service. I believe in prayer and I will 
never close my eyes in sleep without praying for 
divine guidance to the end that I will be patient 
with other people and tolerant with those who do 
not believe as I do. I believe that success is the 
result of intelligent effort and does not depend 
upon luck or sharp practices or double-crossing 

friends, fellow men or my employer. I believe I 
will get out of life exactly what I put into it, 
therefore I will be careful to conduct myself 
toward others as I would want them to act toward 
me. I will not slander those whom I do not like. I 


will not slight my work no matter what I may see 
others doing. I will render the best service of 
which I am capable because I have pledged 
myself to succeed in life and I know that success 
is always the result of conscientious and efficient 
effort. Finally, I will forgive those who offend me 
because I realize that I shall sometimes offend 
others and I will need their forgiveness. 


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 achieve noteworthy success. 

Analyze this creed and you will notice how freely 
the personal pronoun is used. It starts off with the 
affirmation of Self-confidence, which is perfectly 
proper. No man could make this creed his own without 
developing the positive attitude that would attract to 
him people who would aid him in his struggle for 

This would be a splendid creed for every 
salesman to adopt. It might not hurt your chances for 
success if you adopted it. Mere adoption, however, is 
not enough. You must practice it! Read it over and 
over until you know it by heart. Then repeat it at least 
once a day until you have literally transformed it into 
your mental make-up. Keep a copy of it before you as 
a daily reminder of your pledge to practice it. By 
doing so you will be making efficient use of the 
principle of Auto-suggestion as a means of developing 
Self-confidence. Never mind what anyone may say 
about your procedure. Just remember that it is your 


business to succeed, and this creed, if mastered and 
applied, will go a long way toward helping you. 

You learned in Lesson Two that any idea you 
firmly fix in your subconscious mind, by repeated 
affirmation, automatically becomes a plan or blueprint 
which an unseen power uses in directing your efforts 
toward the attainment of the objective named - in the 

You have also learned that the principle through 
which you may fix any idea you choose in your mind 
is called Auto-suggestion, which simply means a 
suggestion that you give to your own mind. It was this 
principle of Auto-suggestion that Emerson had in 
mind when he wrote: 

"Nothing can bring you peace but yourself!" 

You might well remember that Nothing can bring 
you success but yourself. Of course you will need the 
co-operation of others if you aim to attain success of a 
far-reaching nature, but you will never get that 
cooperation unless you vitalize your mind with the 
positive attitude of Self-confidence. 

Perhaps you have wondered why a few men 
advance to highly paid positions while others all 
around them, who have as much training and who 
seemingly perform as much work, do not get ahead. 
Select any two people of these two types that you 
choose, and study them, and the reason why one 
advances and the other stands still will be quite 
obvious to you. You will find that the one who 
advances believes in himself. You will find that he 
backs this belief with such dynamic, aggressive action 
that he lets others know that he believes in himself. 
You will also notice that this Self-confidence is 
contagious; it is impelling; it is persuasive; it attracts 


IF you want 

a thing 



call on 


busy p 

erson to 

do it. 

Busy people are 

generally the most 



thorough in 

all they 



You will also find that the one who does not 
advance shows clearly, by the look on his face, by the 
posture of his body, by the lack of briskness in his 
step, by the uncertainty with which he speaks, that he 
lacks Self-confidence. No one is going to pay much 
attention to the person who has no confidence in 

He does not attract others because his mind is a 
negative force that repels rather than attracts. 

In no other field of endeavor does Self- 
confidence or the lack of it play such an important 
part as in the field of salesmanship, and you do not 
need to be a character analyst to determine, the 
moment you meet him, whether a salesman possesses 
this quality of Self-confidence. If he has it the signs 
of its influence are written all over him. He inspires 
you with confidence in him and in the goods he is 
selling the moment he speaks. 

We come, now, to the point at, which you are 
ready to take hold of the principle of Auto-suggestion 
and make direct use of it in developing yourself into a 
positive and dynamic and self-reliant person. You are 
instructed to copy the following formula, sign it and 
commit it to memory: 


First: I know that I have the ability to achieve the 
object of my definite purpose, therefore I demand 
of myself persistent, aggressive and continuous 
action toward its attainment. 

Second: I realize that the dominating thoughts of my 
mind eventually reproduce themselves in outward, 
bodily action, and gradually transform themselves 
into physical reality, therefore I will concentrate 


My mind for thirty minutes daily upon the task of 
thinking of the person I intend to be, by creating 
a mental picture of this person and then 
transforming that picture into reality through 
practical service. 

Third: I know that through the principle of Auto- 
suggestion, any desire that I persistently hold in 
my mind will eventually seek expression through 
some practical means of realizing it, therefore I 
shall devote ten minutes daily to demanding of 
myself the development of the factors named in 
the sixteen lessons of this Reading Course on the 
Law of Success. 

Fourth: I have clearly mapped out and written down a 
description of my definite purpose in life, for the 
coming five years. I have set a price on my 
services for each of these five years; a price that 
I intend to earn and receive, through strict 
application of the principle of efficient, 
satisfactory service which I will render in 

Fifth: I fully realize that no wealth or position can 
long endure unless built upon truth and justice, 
therefore / will engage in no transaction which 
does not benefit all whom it affects. 1 will 
succeed by attracting to me the forces I wish to 
use, and the co-operation of other people. I will 
induce others to serve me because I will first 
serve them. I will eliminate hatred, envy, 
jealousy, selfishness and cynicism by developing 
love for all humanity, because I know that a 
negative attitude toward others can never bring 
me success. I will cause others to believe in me 
because I will believe in them and in myself. 


I 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 I will become a successful and happy 
worker in my chosen field of endeavor. 


Before you sign your name to this formula make 
sure that you intend to carry out its instructions. Back 
of this formula lies a law that no man can explain. The 
psychologists refer to this law as Auto-suggestion and 
let it go at that, but you should bear in mind one point 
about which there is no uncertainty, and that is the 
fact that whatever this law is it actually works! 

Another point to be kept in mind is the fact that, 
just as electricity will turn the wheels of industry and 
serve mankind in a million other ways, or snuff out 
life if wrongly applied, so will this principle of Auto- 
suggestion lead you up the mountain-side of peace and 
prosperity, or down into the valley of misery and 
poverty, according to the application you make of it. 
If you fill your mind with doubt and unbelief in your 
ability to achieve, then the principle of Auto- 
suggestion takes this spirit of unbelief and sets it up 
in your subconscious mind as your dominating thought 
and slowly but surely draws you into the whirlpool of 
failure. But, if you fill your mind with radiant Self- 
confidence, the principle of Auto-suggestion takes this 
belief and sets it up as your dominating thought and 
helps you master the obstacles that fall in your way 
until you reach the mountain-top of success. 



Having, myself, experienced all the difficulties 
that stand in the road of those who lack the 
understanding to make practical application of this 
great principle of Auto-suggestion, let me take you a 
short way into the principle of habit, through the aid 
of which you may easily apply the principle of Auto- 
suggestion in any direction and for any purpose 

Habit grows out of environment; out of doing the 
same thing or thinking the same thoughts or repeating 
the same words over and over again. Habit may be 
likened to the groove on a phonograph record, while 
the human mind may be likened to the needle that fits 
into that groove. When any habit has been well 
formed, through repetition of thought or action, the 
mind has a tendency to attach itself to and follow the 
course of that habit as closely as the phonograph 
needle follows the groove in the wax record. 

Habit is created by repeatedly directing one or 
more of the five senses of seeing, hearing, smelling, 
tasting and feeling, in a given direction. It is through 
this repetition principle that the injurious drug habit 
is formed. It is through this same principle that the 
desire for intoxicating drink is formed into a habit. 

After habit has been well established it will 
automatically control and direct our bodily activity, 
wherein may be found a thought that can be 
transformed into a powerful factor in the development 
of Self-confidence. The thought is this: Voluntarily, 
and by force if necessary, direct your efforts and your 
thoughts along a desired line until you have formed 
the habit that will lay hold of you and continue, 


voluntarily, to direct your efforts along the same line. 

The object in writing out and repeating the Self- 
confidence formula is to form the habit of making 
belief in yourself X\\q dominating thought of your mind 
until that thought has been thoroughly imbedded in 
your subconscious mind, through the principle of 

You learned to write by repeatedly directing the 
muscles of your arm and hand over certain outlines 
known as letters, until finally you formed the habit of 
tracing these outlines. Now you write with ease and 
rapidity, without tracing each letter slowly. Writing 
has become a habit with you. 

The principle of habit will lay hold of the 
faculties of your mind just the same as it will 
influence the physical muscles of your body, as you 
can easily prove by mastering and applying this lesson 
on Self-confidence. Any statement that you repeatedly 
make to yourself, or any desire that you deeply plant 
in your mind through repeated statement, will 
eventually seek expression through your physical, 
outward bodily efforts. The principle of habit is the 
very foundation upon which this lesson on Self- 
confidence is built, and if you will understand and 
follow the directions laid down in this lesson you will 
soon know more about the law of habit, from first- 
hand knowledge, than could be taught you by a 
thousand such lessons as this. 

You have but little conception of the possibilities 
which lie sleeping within you, awaiting but the 
awakening hand of vision to arouse you, and you will 
never have a better conception of those possibilities 
unless you develop sufficient Self-confidence to lift 


A HOME is something 
that cannot be bought. 
You can buy house but 
only a woman can make 

of it a home. 


you above the commonplace influences of your present 

The human mind is a marvelous, mysterious piece 
of machinery, a fact of which I was reminded a few 
months ago when I picked up Emerson's Essays and 
re-read his essay on Spiritual Laws. A strange thing 
happened. I saw in that essay, which I had read scores 
of times previously, much that I had never noticed 
before. I saw more in this essay than I had seen during 
previous readings because the unfoldment of my mind 
since the last reading had prepared me to interpret 

The human mind is constantly unfolding, like the 
petals of a flower, until it reaches the maximum of 
development. What this maximum is, where it ends, or 
whether it ends at all or not, are unanswerable 
questions, but the degree of unfoldment seems to vary 
according to the nature of the individual and the 
degree to which he keeps his mind at work. A mind 
that is forced or coaxed into analytical thought every 
day seems to keep on unfolding and developing 
greater powers of interpretation. 

Down in Louisville, Kentucky, lives Mr. Lee 
Cook, a man who has practically no legs and has to 
wheel himself around on a cart. In spite of the fact 
that Mr. Cook has been without legs since birth, he is 
the owner of a great industry and a millionaire 
through his own efforts. He has proved that a man can 
get along very well without legs if he has a well 
developed Self-confidence. 

In the city of New York one may see a strong 
able-bodied and able-headed young man, without legs, 
rolling himself down Fifth Avenue every afternoon, 


with cap in hand, begging for a living. His head is 
perhaps as sound and as able to think as the average. 

This young man could duplicate anything that Mr. 
Cook, of Louisville, has done, if he thought of himself 
as Mr. Cook thinks of himself. 

Henry Ford owns more millions of dollars than he 
will ever need or use. Not so many years ago, he was 
working as a laborer in a machine shop, with but little 
schooling and without capital. Scores of other men, 
some of them with better organized brains than his, 
worked near him. Ford threw off the poverty 
consciousness, developed confidence in himself, 
thought of success and attained it. Those who worked 
around him could have done as well had they thought 
as he did. 

Milo C. Jones, of Wisconsin, was stricken down 
with paralysis a few years ago. So bad was the stroke 
that he could not turn himself in bed or move a muscle 
of his body. His physical body was useless, but there 
was nothing wrong with his brain, so it began to 
function in earnest, probably for the first time in its 
existence. Lying flat on his back in bed, Mr. Jones 
made that brain create a definite purpose. That 
purpose was prosaic and humble enough in nature, but 
it was definite and it was a purpose, something that he 
had never known before. 

His definite purpose was to make pork sausage. 
Calling his family around him he told of his plans and 
began directing them in carrying the plans into action. 
With nothing to aid him except a sound mind and 
plenty of Self-confidence, Milo C. Jones spread the 
name and reputation of "Little Pig Sausage" all over 
the United States, and accumulated a fortune besides. 


All this was accomplished after paralysis had 
made it impossible for him to work with his hands. 

Where thought prevails power may be found! 

Henry Ford has made millions of dollars and is 
still making millions of dollars each year because he 
believed in Henry Ford and transformed that belief 
into a definite purpose and backed that purpose with a 
definite plan. The other machinists who worked along 
with Ford, during the early days of his career, 
visioned nothing but a weekly pay envelope and that 
was all they ever got. They demanded nothing out of 
the ordinary of themselves. If you want to get more be 
sure to demand more of yourself. Notice that this 
demand is to be made on yourself! 

There comes to mind a well known poem whose 
author expressed a great psychological truth: 

If you think you are beaten, you are; 

If you think you dare not, you don't; 
If you like to win, but you think you can't. 

It is almost certain you won't. 

If you think you'll lose you've lost, 
For out of the world we find 

Success begins with a fellow's will 
It's all in the state of mind. 

If you think you are outclassed, you are 
You've got to think high to rise. 

You've got to be sure of yourself before 
You can ever win a prize. 


Life's battles don't always go 

To the stronger or faster man; 
But soon or late the man who wins 

Is the man who thinks he can. 

It can do no harm if you commit this poem to 
memory and use it as a part of your working 
equipment in the development of Self-confidence. 

Somewhere in your make-up there is a "subtle 
something" which, if it were aroused by the proper 
outside influence, would carry you to heights of 
achievement such as you have never before 
anticipated. Just as a master player can take hold of a 
violin and cause that instrument to pour forth the most 
beautiful 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 
endeavor and play a glorious symphony of success. No 
man knows what hidden forces lie dormant within you. 
You, yourself, do not know your capacity for 
achievement, and you never will know until you come 
in contact with that particular stimulus which arouses 
you to greater action and extends your vision, 
develops your Self-confidence and moves you with a 
deeper desire to achieve. 

It is not unreasonable to expect that some 
statement, some idea or some stimulating word of this 
Reading Course on the Law of Success will serve 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 coveted 
goal of life. It is strange, but true, that the most 
important turning-points of life often come at the most 


unexpected times and in the most unexpected ways. I 
have in mind a typical example of how some of the 
seemingly unimportant experiences of life often turn 
out to be the most important of all, and I am relating 
this ease because it shows, also, what a man can 
accomplish when he awakens to a full understanding 
of the value of Self-confidence. The incident to which 
I refer happened in the city of Chicago, while I was 
engaged in the work of character analysis. One day a 
tramp presented himself at my office and asked for an 
interview. As I looked up from my work and greeted 
him he said, "I have come to see the man who wrote 
this little book," as he removed from his pocket a 
copy of a book entitled Self-confidence, which I had 
written many years previously. "It must have been the 
hand of fate," he continued, "that slipped this book 
into my pocket yesterday afternoon, because I was 
about ready to go out there and punch a hole in Lake 
Michigan. I had about come to the conclusion that 
everything and everybody, including God, had it in for 
me until I read this book, and it gave me a new 
viewpoint and brought me the courage and the hope 
that sustained me through the night. I made up my 
mind that if I could see the man who wrote this book 
he could help me get on my feet again. Now, I am here 
and I would like to know what you can do for a man 
like me." 

While he was speaking I had been studying him 
from head to foot, and I am frank to admit that down 
deep in my heart I did not believe there was anything I 
could do for him, but I did not wish to tell him so. 
The glassy stare in his eyes, the lines of 
discouragement in his face, the posture of his body, 


THE only man who 

makes no mistakes is 

the man who never does 

anything. Do not be 
afraid of mistakes prov- 
iding you do not make 

the same one twice. 



the ten days' growth of beard on his face, the nervous 
manner about this man all conveyed to me the 
impression that he was hopeless, but I did not have the 
heart to tell him so, therefore I asked him to sit down 
and tell me his whole story. I asked him to be 
perfectly frank and tell me, as nearly as possible, just 
what had brought him down to the ragged edge of life. 
I promised him that after I had heard his entire story I 
would then tell him whether or not I could be of 
service to him. He related his story, in lengthy detail, 
the sum and substance of which was this: He had 
invested his entire fortune in a small manufacturing 
business. When the world war began in 1914, it was 
impossible for him to get the raw materials necessary 
in the operation of his factory, and he therefore failed. 
The loss of his money broke his heart and so disturbed 
his mind that he left his wife and children and became 
a tramp. He had actually brooded over his loss until he 
had reached the point at which he was contemplating 

After he had finished his story, I said to him: "I 
have listened to you with a great deal of interest, and 
I wish that there was something which I could do to 
help you, but there is absolutely nothing." 

He became as pale as he will be when he is laid 
away in a coffin, and settled back in his chair and 
dropped his chin on his chest as much as to say, "That 
settles it." I waited for a few seconds, then said: 

"While there is nothing that I can do for you, 
there is a man in this building to whom I will 
introduce you, if you wish, who can help you regain 
your lost fortune and put you back on your feet 


again." These words had barely fallen from my lips 
when he jumped up, grabbed me by the hands and 
said, "For God's sake lead me to this man." 

It was encouraging to note that he had asked this 
"for God's sake." This indicated that there was still a 
spark of hope within his breast, so I took him by the 
arm and led him out into the laboratory where my 
psychological tests in character analysis were 
conducted, and stood with him in front of what looked 
to be a curtain over a door. I pulled the curtain aside 
and uncovered a tall looking-glass in which he saw 
himself from head to foot. Pointing my finger at the 
glass I said: 

"There stands the man to whom I promised to 
introduce you. There is the only man in this world 
who can put you back on your feet again, and unless 
you sit down and become acquainted with that man, as 
you never became acquainted with him before, you 
might just as well go on over and punch a hole' in 
Lake Michigan, because you will be of no value to 
yourself or to the world until you know this man 

He stepped over to the glass, rubbed his hands 
over his bearded face, studied himself from head to 
foot for a few moments, then stepped back, dropped 
his head and began to weep. I knew that the lesson had 
been driven home, so I led him back to the elevator 
and sent him away. I never expected to see him again, 
and I doubted that the lesson would be sufficient to 
help him regain his place in the world, because he 
seemed to be too far gone for redemption. He seemed 
to be not only down, but almost out. 

A few days later I met this man on the street. His 


transformation had been so complete that I hardly 
recognized him. He was walking briskly, with his head 
tilted back. That old, shifting, nervous posture of his 
body was gone. He was dressed in new clothes from 
head to foot. He looked prosperous and he felt 
prosperous. He stopped me and related what had 
happened to bring about his rapid transformation from 
a state of abject failure to one of hope and promise. 

"I was just on my way to your office," he 
explained, "to bring you the good news. I went out the 
very day that I was in your office, a down-and-out 
tramp, and despite my appearance I sold myself at a 
salary of $3,000.00 a year. Think of it, man, three 
thousand dollars a year! And my employer advanced 
me money enough with which to buy some new 
clothes, as you can see for yourself. He also advanced 
me some money to send home to my family, and I am 
once more on the road to success. It seems like a 
dream when I think that only a few days ago I had lost 
hope and faith and courage, and was actually 
contemplating suicide. 

"I was coming to tell you that one of these days, 
when you are least expecting me, I will pay you 
another visit, and when I do. I will be a successful 
man. I will bring with me a check, signed in blank and 
made payable to you, and you may fill in the amount 
because you have saved me from myself by 
introducing me to myself - that self which I never 
knew until you stood me in front of that looking-glass 
and pointed out the real me." 

As that man turned and departed in the crowded 
streets of Chicago I saw, for the first time in my life, 


what strength and power and possibility lie hidden in 
the mind of the man who has never discovered the 
value of Self-reliance. Then and there I made up my 
mind that I, too, would stand in front of that same 
looking-glass and point an accusing finger at myself 
for not having discovered the lesson which I had 
helped another to learn. I did stand before that same 
looking-glass, and as I did so I then and there fixed in 
my mind, as my definite purpose in life, the 
determination to help men and women discover the 
forces that lie sleeping within them. The book you 
hold in your hands is evidence that my definite 
purpose is being carried out. 

The man whose story I have related is now the 
president of one of the largest and most successful 
concerns of its kind in America, with a business that 
extends from coast to coast and from Canada to 

A short while after the incident just related, a 
woman came to my office for personal analysis. She 
was then a teacher in the Chicago public schools. I 
gave her an analysis chart and asked her to fill it out. 
She had been at work on the chart but a few minutes 
when she came back to my desk, handed back the chart 
and said, "I do not believe I will fill this out." I asked 
her why she had decided not to fill out the chart and 
she replied: "To be perfectly frank with you, one of 
the questions in this chart put me to thinking and I 
now know what is wrong with me, therefore I feel it 
unnecessary to pay you a fee to analyze me." With 
that the woman went away and I did not hear from her 
for two years. She went to New York City, became a 
writer of advertising copy for one of the largest 


agencies in the country and her income at the time she 
wrote me was $10,000.00 a year. 

This woman sent me a check to cover the cost of 
my analysis fee, because she felt that the fee had been 
earned, even though I did not render her the service 
that I usually render my clients. It is impossible for 
anyone to foretell what seemingly insignificant 
incident may lead to an important turning-point in 
one's career, but there is no denying the fact that these 
"turning-points" may be more readily recognized by 
those who have well-rounded-out confidence in 

One of the irreparable losses to the human race 
lies in the lack of knowledge that there is a definite 
method through which Self-confidence can be 
developed in any person of average intelligence. What 
an immeasurable loss to civilization that young men 
and women are not taught this known method of 
developing Self-confidence before they complete their 
schooling, for no one who lacks faith in himself is 
really educated in the proper sense of the term. 

Oh, what glory and satisfaction would be the 
happy heritage of the man or woman who could pull 
aside the curtain of fear that hangs over the human 
race and shuts out the sunlight of understanding that 
Self-confidence brings, wherever it is in evidence. 

Where fear controls, noteworthy achievement 
becomes an impossibility, a fact which brings to mind 
the definition of fear, as stated by a great philosopher: 

"Fear is the dungeon of the mind into which it 
runs and hides and seeks seclusion. Fear brings on 
superstition and superstition is the dagger with which 
hypocrisy assassinates the soul." 

In front of the typewriter on which I am writing 


LOVE, beauty, joy and 
worship are forever 
building, tearing down 
and rebuilding the 

foundation of each 

man's soul. 


the manuscripts for this Reading Course hangs a sign 
with the following wording, in big letters: 

"Day by day in every way I am becoming more 

A skeptic who read that sign asked if I really 
believed "that stuff" and I replied, "Of course not. All 
it ever did for me was to help me get out of the coal 
mines, where I started as a laborer, and find a place in 
the world in which I am serving upwards of 100,000 
people, in whose minds I am planting the same 
positive thought that this sign brings out; therefore, 
why should I believe in it?" 

As this man started to leave he said: "Well, 
perhaps there is something to this sort of philosophy, 
after all, for I have always been afraid that I would be 
a failure, and so far my fears have been thoroughly 

You are condemning yourself to poverty, misery 
and failure, or you are driving yourself on toward the 
heights of great achievement, solely by the thoughts 
you think. If you demand success of yourself and back 
up this demand with intelligent action you are sure to 
win. Bear in mind, though, that there is a difference 
between demanding success and just merely wishing 
for it. You should find out what this difference is, and 
take advantage of it. 

Do you remember what the Bible says (look it up, 
somewhere in the book of Matthew) about those who 
have faith as a grain of mustard seed? Go at the task 
of developing Self-confidence with at least that much 
faith if not more. Never mind "what they will say" 
because you might as well know that "they" will be of 
little aid to you in your climb up the mountain-side of 


life toward the object of your definite purpose. You 
have within you all the power you need with which to 
get whatever you want or need in this world, and 
about the best way to avail yourself of this power is to 
believe in yourself. 

"Know thyself, man; know thyself." 

This has been the advice of the philosophers all 
down the ages. When you really know yourself you 
will know that there is nothing foolish about hanging 
a sign in front of you that reads like this: "Day by day 
in every way I am becoming more successful," with 
due apologies to the Frenchman who made this motto 
popular. I am not afraid to place this sort of 
suggestion in front of my desk, and, what is more to 
the point, I am not afraid to believe that it will 
influence me so that I will become a more positive and 
aggressive human being. 

More than twenty-five years ago I learned my 
first lesson in Self-confidence building. One night I 
was sitting before an open fire-place, listening to a 
conversation between some older men, on the subject 
of Capital and Labor. Without invitation I joined in 
the conversation and said something about employers 
and employees settling their differences on the Golden 
Rule basis. My remarks attracted the attention of one 
of the men, who turned to me, with a look of surprise 
on his face and said: 

"Why, you are a bright boy, and if you would go 
out and get a schooling you would make your mark in 
the world." 

Those remarks fell on "fertile" ears, even though 
that was the first time anyone had ever told me that I 
was bright, or that I might accomplish anything worth 


while in life. The remark put me to thinking, and the 
more I allowed my mind to dwell upon that thought 
the more certain I became that the remark had back of 
it a possibility. 

It might be truthfully stated that whatever service 
I am rendering the world and whatever good I 
accomplish, should be credited to that off-hand 

Suggestions such as this are often powerful, and 
none the less so when they are deliberate and self- 
expressed. Go back, now, to the Self-confidence 
formula and master it, for it will lead you into the 
"power-house" of your own mind, where you will tap a 
force that can be made to carry you to the very top of 
the Ladder of Success. 

Others will believe in you only when you believe 
in yourself. They will "tune in" on your thoughts and 
feel toward you just as you feel toward yourself. The 
law of mental telepathy takes care of this. You are 
continuously broadcasting *hat you think of yourself, 
and if you have no faith in yourself others will pick 
up the vibrations of your thoughts and mistake them 
for their own. Once understand the law of mental 
telepathy and you will know why Self-confidence is 
the second of the Fifteen Laws of Success. 

You should be cautioned, however, to learn the 
difference between Self-confidence, which is based 
upon sound knowledge of what you know and what 
you can do, and egotism, which is only based upon 
what you wish you knew or could do. Learn the 
difference between these two terms or you will make 
yourself boresome, ridiculous and annoying to people 
of culture and understanding. Self-confidence is 
something which should never be proclaimed or 


announced except through intelligent performance of 
constructive deeds. 

If you have Self-confidence those around you will 
discover this fact. Let them make the discovery. They 
will feel proud of their alertness in having made the 
discovery, and you will be free from the suspicion of 
egotism. Opportunity never stalks the person with a 
highly developed state of egotism, but brick-bats and 
ugly remarks do. Opportunity forms affinities much 
more easily and quickly with Self-confidence than it 
does with egotism. Self-praise is never a proper 
measure of self-reliance. Bear this in mind and let 
your Self-confidence speak only through the tongue of 
constructive service rendered without fuss or flurry. 

Self-confidence is the product of knowledge. 
Know yourself, know how much you know (and how 
little), why you know it, and how you are going to use 
it. "Four-flushers" come to grief, therefore, do not 
pretend to know more than you actually do know. 
There's no use of pretense, because any educated 
person will measure you quite accurately after hearing 
you speak for three minutes. What you really are will 
speak so loudly that what you "claim" you are will not 
be heard. 

If you heed this warning the last four pages of 
this one lesson may mark one of the most important 
turning-points of your life. 

Believe in yourself, but do not tell the world what 
you can do-SHOW IT! 

You are now ready for Lesson Four, which will 
take you the next step up the Ladder of Success. 



An After-the-Lesson Visit With the Author 

The marker stands at the Entrance Gate of Life 
and writes "Poor Fool" on the brow of the wise 
man and "Poor Sinner" on the brow of the 

The supreme mystery of the universe is life! We 
come here without our consent, from whence we 
know not! We go away without our consent, 
whither, we know not! 

We are eternally trying to solve this great riddle 
of "LIFE," and, for what purpose and to what 

That we are placed on this earth for a definite 
reason there can be no doubt by any thinker. May 
it not be possible that the power which placed us 
here will know what to do with us when we pass 
on beyond the Great Divide? 

Would it not be a good plan to give the Creator 
who placed us here on earth, credit for having 
enough intelligence to know what to do with us 
after we pass on; or, should we assume the 
intelligence and the ability to control the future 
life in our own way? May it not be possible that 
we can co-operate with the Creator very 
intelligently by assuming to control our conduct 


on this earth to the end that we may be decent to 
one another and do all the good we can in all the 
ways we can during this life, leaving the hereafter 
to one who probably knows, better than we, what 
is best for us? 

THE artist has told a powerful story in the picture 
at the top of this page. 

From birth 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 (grown tall) believes the other 
woman's clothes more becoming than her own and sets 
out to duplicate them. 

The male child (grown tall) sees another man with 
a bigger collection of railroads or banks or 
merchandise and says to himself: "How fortunate! 
How fortunate! How can I separate him from his 

F. W. Woolworth, the Five and Ten Cent Store 
king, stood on Fifth Avenue in New York City and 
gazed upward at the tall Metropolitan Building and 
said: "How wonderful! I will build one much taller." 
The crowning achievement of his life was measured by 
the Woolworth Building. That building stands as a 
temporary symbol of man's nature to excel the 
handiwork of other men. A MONUMENT TO THE 

The little ragged newsboy on the street stands, 
with wide-open mouth, and envies the business man as 


he alights from his automobile at the curb and starts 
into his office. "How happy I would be," the newsboy 
says to himself, "if I owned a Lizzie." And, the 
business man seated at his desk inside, thinks how 
happy he would be if he could add another million 
dollars to his already overswollen bank roll. 

The grass is always sweeter on the other side of 
the fence, says the jackass, as he stretches his neck in 
the attempt to get to it. 

Turn a crowd of boys into an apple orchard and 
they will pass by the nice mellow apples on the 
ground. The red, juicy ones hanging dangerously high 
in the top of the tree look much more tempting, and up 
the tree they will go. 

The married man takes a sheepish glance at the 
daintily dressed ladies on the street and thinks how 
fortunate he would be if his wife were as pretty as 
they. Perhaps she is much prettier, but he misses that 
beauty because-well, because "the grass is always 
greener on the other side of the fence." Most divorce 
cases grow out of man's tendency to climb the fence 
into the other fellow's pastures. 

Happiness is always just around the bend; always 
in sight but just out of reach. Life is never complete, 
no matter what we have or how much of it we possess. 
One thing calls for something else to go with it. 

Milady buys a pretty hat. She must have a gown 
to match it. That calls for new shoes and hose and 
gloves, and other accessories that run into a big bill 
far beyond her husband's means. 

Man longs for a home-just a plain little house 
setting off in the edge of the woods. He builds it, but 


it is not complete; he must have shrubbery and flowers 
and landscaping to go with it. Still it is not complete; 
he must have a beautiful fence around it, with a 
graveled driveway. 

That calls for a motor car and a garage in which 
to house it. 

All these little touches have been added, but to no 
avail! The place is now too small. He must have a 
house with more rooms. The Ford Coupe must be 
replaced by a Cadillac sedan, so there will be room for 
company in the cross country tours. 

On and on the story goes, ad infinitum! 

The young man receives a salary sufficient to 
keep him and his family fairly comfortable. Then 
comes a promotion and an advance in salary of a 
thousand dollars a year. Does he lay the extra 
thousand dollars away in the savings account and 
continue living as before? He does nothing of the sort. 
Immediately he must trade the old car in for a new 
one. A porch must be added to the house. The wife 
needs a new wardrobe. The table must be set with 
better food and more of it. (Pity his poor, groaning 
stomach.) At the end of the year is he better off with 
the increase? 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 but a 
few thousands. 

The young man selects the girl of his choice, 
believing he cannot live without her. After he gets her 
he is not sure that he can live with her. If a man 
remains a bachelor he wonders why he is so stupid as 
to deprive himself of the joys of married life. If he 


marries he wonders how she happened to catch him off 
guard long enough to "harpoon" him. 

And the god of Destiny cries out "O fool, fool! 
You are damned if you DO and you are damned if you 

At every crossroad of Life the imps of 
Discontentment stand in the shadows of the back- 
ground, with a grin of mockery on their faces, crying 
out "Take the road of your own choice! We will get 
you in the end! " 

At last man becomes disillusioned and begins to 
learn that Happiness and Contentment are not of this 
world. Then begins the search for the pass-word that 
will open the door to him in some world of which he 
knows not. Surely there must be Happiness on the 
other side of the Great Divide. In desperation his 
tired, care-worn heart turns to religion for hope and 

But, his troubles are not over; they are just 

"Come into our tent and accept our creed," says 
one sect, "and you may go straight to heaven after 
death." Poor man hesitates, looks and listens. Then he 
hears the call of another brand of religion whose 
leader says: 

"Stay out of the other camp or you'll go straight 
to hell! They only sprinkle water on your head, but we 
push you all the way under, thereby insuring you safe 
passage into the Land of Promise." 

In the midst of sectarian claims and counter- 
claims Poor man becomes undecided. Not knowing 
whether to turn this way or that, he wonders which 


brand of religion offers the safest passage-way, until 
Hope vanishes. 

"Myself when young 

did eagerly frequent 
Doctor and Saint and heard 

great argument 
About it and about; but 

Came out by the same door 

where in I went." 

Always seeking but never finding - thus might be 
described man's struggle for Happiness and 
Contentment. He tries one religion after another, 
finally joining the "Big Church" which the world has 
named the "Damned." His mind becomes an eternal 
question mark, searching hither and yon for an answer 
to the questions - "Whence and Whither?" 

"The worldly hope men set 

their Hearts upon 
Turns Ashes-or it prospers; 

and anon, 
Like Snow upon the Desert's 

Dusty Face 
Lighting a little Hour or two 

is gone." 

Life is an everlasting question-mark! 

That which we want most is always in the 
embryonic distance of the future. Our power to 
acquire is always a decade or so behind our power to 


And, 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 keeps her lover always guessing, 
always on the defensive lest he may lose her. 

Our favorite 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. "How often must we learn 
this lesson? Men cease to interest us when we find 
their limitations. The only sin is limitation. As soon 
as you once come up with a man's limitations, it is all 
over with him. "-EMERSON. 

How beautiful the mountain yonder in the 
distance; but, the moment we draw near it we find it 
to be nothing but a wretched collection of rocks and 
dirt and trees. 

Out of this truth grew the oft-repeated adage 
"Familiarity breeds contempt." 

Beauty and Happiness and Contentment are states 
of mind. They can never be enjoyed except through 
vision of the afar. The most beautiful painting of 
Rembrandt becomes a mere smudge of daubed paint if 
we come too near it. 

Destroy the Hope of unfinished dreams in man's 
heart and he is finished. 

The moment a man ceases to cherish the vision of 
future achievement he is through. Nature has built 
man so that his greatest and only lasting Happiness is 
that which he feels in the pursuit of some yet 
unattained object. Anticipation is sweeter than 
realization. That which is at hand does not satisfy. 
The only enduring satisfaction is that which comes to 
the Person who keeps alive in his heart the HOPE of 


future achievement. When that hope dies write FINIS 
across the human heart. 

Life's greatest inconsistency is the fact that most 
of that which we believe is not true. Russel Conwell 
wrote the most popular lecture ever delivered in the 
English language. He called it "Acres of Diamonds." 
The central idea of the lecture was the statement that 
one need not seek opportunity in the distance; that 
opportunity may be found in the vicinity of one's 
birth. Perhaps! but, how many believe it? 

Opportunity may be found wherever one really 
looks for it, and nowhere else! To most men the 
picking looks better on the other side of the fence. 
How futile to urge one to try out one's luck in the 
little home-town when it is man's nature to look for 
opportunity in some other locality. 

Do not worry because the grass looks sweeter on 
the other side of the fence. Nature intended it so. Thus 
does she allure us and groom us for the life-long task 


THE highest 


we can make 

with our 

fellow is: Let 

there be 

truth between 

us two 



■77 ■ 

x x 




1 LAW OF „ 



X X 

U Teaching, for the First Time in the U 

y History of the World, the True Philos- y 

ophy upon which all Personal Success 

* is Built. * 


n n 

* 1928 * 






,i ™^^^ :x: •>^^<^^><i_5<^><L3<zz>^^<zz>^^^^^^<zz><zz>^^i;?v 

Copyright, 1928, by 

All Rights Reserved 

Printed in the U.S.A. 

Lesson Four 


THE only lasting favor 
which the parent may 
confer upon the child 
is that of helping the 
child to help itself. 


Lesson Four 

"Man is a combination of flesh, bone, 
blood, hair and brain cells. These are the 
building materials out of which he shapes, 
through the Law of Habit, his own 
personality. " 

TO advise one to save money without describing 
how to save would be somewhat like drawing the 
picture of a horse and writing under it, "This is a 
horse." It is obvious to all that the saving of money is 
one of the essentials for success, but the big question 
uppermost in the minds of the majority of those who 
do not save is: 

"How can I do it?" 

The saving of money is solely a matter of habit. 
For this reason this lesson begins with a brief analysis 
of the Law of Habit. 

It is literally true that man, through the Law of 
Habit, shapes his own personality. Through repetition, 

any act indulged in a few times becomes a habit, and 
the mind appears to be nothing more than a mass of 
motivating forces growing out of our daily habits. 

When once fixed in the mind a habit voluntarily 
impels one to action. For example, follow a given 
route to your daily work, or to some other place that 
you frequently visit, and very soon the habit has been 
formed and your mind will lead you over that route 
without thought on your part. Moreover, if you start 
out with the intention of traveling in another 
direction, without keeping the thought of the change 
in routes constantly in mind, you will find yourself 
following the old route. 

Public speakers have found that the telling over 
and over again of a story, which may be based upon 
pure fiction, brings into play the Law of Habit, and 
very soon they forget whether -the story is true or not. 



Millions of people go through life in poverty and 
want because they have made destructive use of the 
Law of Habit. Not understanding either the Law of 
Habit or the Law of Attraction through which "like 
attracts like," those who remain in poverty seldom 
realize that they are where they are as the result of 
their own acts. 

Fix in your mind the thought that your ability is 
limited to a given earning capacity and you will never 
earn more than that, because the law of habit will set 
up a definite limitation of the amount you can earn, 

your subconscious mind will accept this limitation, 
and very soon you will feel yourself "slipping" until 
finally you will become so hedged in by FEAR OF 
POVERTY (one of the six basic fears) that 
opportunity will no longer knock at your door; your 
doom will be sealed; your fate fixed. 

Formation of the Habit of Saving does not mean 
that you shall limit your earning capacity; it means 
just the opposite - that you shall apply this law so that 
it not only conserves that which you earn, in a 
systematic manner, but it also places you in the way of 
greater opportunity and gives you the vision, the self- 
confidence, the imagination, the enthusiasm, the 
initiative and leadership actually to increase your 
earning capacity. 

Stating this great law in another way, when you 
thoroughly understand the Law of Habit you may 
insure yourself success in the great game of 
moneymaking by "playing both ends of that game 
against the middle." 

You proceed in this manner: 

First, through the law of Definite Chief Aim you 
set up, in your mind, an accurate, definite description 
of that which you want, including the amount of 
money you intend to earn. Your subconscious mind 
takes over this picture which you have created and 
uses it as a blueprint, chart or map by which to mold 
your thoughts and actions into practical plans for 
attaining the object of your Chief Aim, or purpose. 
Through the Law of Habit you keep the object of your 
Definite Chief Aim fixed in your mind (in the manner 
described in Lesson Two until it becomes firmly and 
permanently implanted there. This practice will dest- 

roy the poverty consciousness and set up, in its place, 
a prosperity consciousness. You will actually begin to 
DEMAND prosperity, you will begin to expect it, you 
will begin to prepare yourself to receive it and to use 
it wisely, thus paving the way or setting the stage for 
the development of the Habit of Saving. 

Second, having in this manner increased your 
earning power you will make further use of the Law of 
Habit by provision, in your written statement of your 
Definite Chief Aim, for saving a definite proportion of 
all the money you earn. 

Therefore, as your earnings increase, your 
savings will, likewise, increase in proportion. 

By ever urging yourself on and demanding of 
your self increased earning power, on the one hand, 
and by systematically laying aside a definite amount 
of all your earnings, on the other hand, you will soon 
reach the point at which you have removed all 
imaginary limitations from your own mind and you 
will then be well started on the road toward financial 

Nothing could be more practical or more easily 
accomplished than this! 

Reverse the operation of the Law of Habit, by 
setting up in your mind the Fear of Poverty, and very, 
soon this fear will reduce your earning capacity until, 
you will be barely able to earn sufficient money to 
take care of your actual necessities. 

The publishers of newspapers could create a panic 
in a week's time by filling their columns with news 
items concerning the actual business failures of the 
country, despite the fact that but few businesses com- 

pared to the total number in existence, actually fail. 

The so-called "crime waves" are very largely the 
products of sensational journalism. A single murder 
case, when exploited by the newspapers of the 
country, through scare headlines, is sufficient to start 
a regular "wave" of similar crimes in various 
localities. Following the repetition in the daily papers 
of the Hickman murder story, similar cases began to 
be reported from other parts of the country. 

We are the victims of our habits, no matter who 
we are or what may be our life-calling. Any idea that 
is deliberately fixed in the mind, or any idea that is 
permitted to set itself up in the mind, as the result of 
suggestion, environment, the influence of associates, 
etc., is sure to cause us to indulge in acts which 
conform to the nature of the idea. 

Form the habit of thinking and talking of 
prosperity and abundance, and very soon material 
evidence of these will begin to manifest itself in the 
nature of wider opportunity and new and unexpected 

Like attracts like! If you are in business and have 
formed the habit of talking and thinking about 
"business being bad" business will be bad. One 
pessimist, providing he is permitted to continue his 
destructive influence long enough, can destroy the 
work of half a dozen competent men, and he will do it 
by setting adrift in the minds of his associates the 
thought of poverty and failure. 

Don't be this type of man or woman. 

One of the most successful bankers in the state of 
Illinois has this sign hanging in his private office: 

YOU are a human 

magnet and you are 
constantly attracting to 
you people whose 

characters harmonize 

with your own. 



No business firm wants the services of a 
pessimist, and those who understand the Law of 
Attraction and the Law of Habit will no more tolerate 
the pessimist than they would permit a burglar to roam 
around their place of business, for the reason that one 
such person will destroy the usefulness of those 
around him. 

In tens of thousands of homes the general topic of 
conversation is poverty and want, and that is just what 
they are getting. They think of poverty, they talk of 
poverty, they accept poverty as their lot in life. They 
reason that because their ancestors were poor before 
them they, also, must remain poor. 

The poverty consciousness is formed as the result 
of the habit of thinking of and fearing poverty. "Lo! 
the thing I had feared has come upon me." 


Debt is a merciless master, a fatal enemy of the 
savings habit. 

Poverty, alone, is sufficient to kill off ambition, 
destroy self-confidence and destroy hope, but add to it 
the burden of debt and all who are victims of these 
two cruel task-masters are practically doomed to 

No man can do his best work, no man can express 
himself in terms that command respect, no man can 
either create or carry out a definite purpose in life, 
with heavy debt hanging over his head. The man who 
is bound in the slavery of debt is just as helpless as 


the slave who is bound by ignorance, or by actual 

The author has a very close friend whose income 
is $1,000 a month. His wife loves "society" and tries 
to make a $20,000 showing on a $12,000 income, with 
the result that this poor fellow is usually about $8,000 
in debt. Every member of his family has the "spending 
habit," having acquired this from the mother. The 
children, two girls and one boy, are now of the age 
when they are thinking of going to college, but this is 
impossible because of the father's debts. The result is 
dissension between the father and his children which 
makes the entire family unhappy and miserable. 

It is a terrible thing even to think of going 
through life like a prisoner in chains, bound down and 
owned by somebody else on account of debts. The 
accumulation of debts is a habit. It starts in a small 
way and grows to enormous proportions slowly, step 
by step, until finally it takes charge of one's very 

Thousands of young men start their married lives 
with unnecessary debts hanging over their heads and 
never manage to get out from under the load. After the 
novelty of marriage begins to wear off (as it usually 
does) the married couple begin to feel the 
embarrassment of want, and this feeling grows until it 
leads, oftentimes, to open dissatisfaction with one 
another, and eventually to the divorce court. 

A man who is bound by the slavery of debt has no 
time or inclination to set up or work out ideals, with 
the result that he drifts downward with time until he 
eventually begins to set up limitations in his own 
mind, and by these he hedges himself behind prison 


walls of FEAR and doubt from which he never 

No sacrifice is too great to avoid the misery of 

"Think of what you owe yourself and those who 
are dependent upon you and resolve to be no man's 
debtor," is the advice of one very successful man 
whose early chances were destroyed by debt. This man 
came to himself soon enough to throw off the habit of 
buying that which he did not need and eventually 
worked his way out of slavery. 

Most men who develop the habit of debt will not 
be so fortunate as to come to their senses in time to 
save themselves, because debt is something like 
quicksand in that it has a tendency to draw its victim 
deeper and deeper into the mire. 

The Fear of Poverty is one of the most destructive 
of the six basic fears described in Lesson Three. The 
man who becomes hopelessly in debt is seized with 
this poverty fear, his ambition and self-confidence 
become paralyzed, and he sinks gradually into 

There are two classes of debts, and these are so 
different in nature that they deserve to be here 
described, as follows: 

1. There are debts incurred for luxuries which 
become a dead loss. 

2. There are debts incurred in the course of 
professional or business trading which represent 
service or merchandise that can be converted back into 

The first class of debts is the one to be avoided. 
The second class may be indulged in, providing the 
one incurring the debts uses judgment and does not go 


beyond the bounds of reasonable limitation. The 
moment one buys beyond his limitations he enters the 
realm of speculation, and speculation swallows more 
of its victims than it enriches. 

Practically all people who live beyond their 
means are tempted to speculate with the hope that they 
may recoup, at a single turn of the wheel of fortune, 
so to speak, their entire indebtedness. The wheel 
generally stops at the wrong place and, far from 
finding themselves out of debt, such people as indulge 
in speculation are bound more closely as slaves of 

The Fear of Poverty breaks down the will-power 
of its victims, and they then find themselves unable to 
restore their lost fortunes, and, what is still more sad, 
they lose all ambition to extricate themselves from, 
the slavery of debt. 

Hardly a day passes that one may not see an 
account in the newspapers of at least one suicide as 
the result of worry over debts. The slavery of debt 
causes more suicides every year than all other causes 
combined, which is a slight indication of the cruelty 
of the poverty fear. 

During the war millions of men faced the front- 
line trenches without flinching, knowing that death 
might overtake them any moment. Those same men, 
when facing the Fear of Poverty, often cringe and out 
of sheer desperation, which paralyzes their reason, 
sometimes commit suicide. 

The person who is free from debt may whip 
poverty and achieve outstanding financial success, 
but, if he is bound by debt, such achievement is but a 
remote possibility, and never a probability. 

Fear of Poverty is a negative, destructive state of 


mind. Moreover, one negative state of mind has a 
tendency to attract other similar states of mind. For 
example, the Fear of Poverty may attract the fear of 
111 Health, and these two may attract the Fear of Old 
Age, so that the victim finds himself poverty-stricken, 
in ill health and actually growing old long before the 
time when he should begin to show the signs of old 

Millions of untimely, nameless graves have been 
filled by this cruel state of mind known as the Fear of 

Less than a dozen years ago a young man held a 
responsible position with the City National Bank, of 
New York City. Through living beyond his income he 
contracted a large amount of debts which caused him 
to worry until this destructive habit began to show up 
in his work and he was dismissed from the bank's 

He secured another position, at less money, but 
his creditors embarrassed 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 indebtedness. Creditors have a 
way of tracing debtors, so very soon they were close 
on the heels of this young man, whose employer found 
out about his indebtedness and dismissed him from his 

He then searched in vain for employment for two 
months. One cold night he went to the top of one of 
the tall buildings on Broadway and jumped off. Debt 
had claimed another victim. 







t be 

done? i 


what g 

reat achievement 

has he 

to his 

credit that 



to use 








To whip the Fear of Poverty one must take two 
very definite steps, providing one is in debt. First, 
quit the habit of buying on credit, and follow this by 
gradually paying off the debts that you have already 

Being free from the worry of indebtedness you 
are ready to revamp the habits of your mind and re- 
direct your course toward prosperity. Adopt, as a part 
of your Definite Chief Aim, the habit of saving a 
regular proportion of your income, even if this be no 
more than a penny a day. Very soon this habit will 
begin to lay hold of your mind and you will actually 
get joy out of saving. 

Any habit may be discontinued by building in its 
place some other and more desirable habit. The 
"spending" habit must be replaced by the "saving" 
habit by all who attain financial independence. 

Merely to discontinue an undesirable habit is not 
enough, as such habits have a tendency to reappear 
unless the place they formerly occupied in the mind is 
filled by some other habit of a different nature. 

The discontinuance of a habit leaves a "hole" in 
the mind, and this hole must be filled up with some 
other form of habit or the old one will return and 
claim its place. 

Throughout this course many psychological 
formulas, which the student has been requested to 
memorize and practice, have been described. You will 
find such a formula in Lesson Three, the object of 
which is to develop Self-confidence. 


These formulas may be assimilated so they 
become a part of your mental machinery, through the 
Law of Habit, if you will follow the instructions for 
their use which accompany each of them. 

It is assumed that you are striving to attain 
financial independence. The accumulation of money is 
not difficult after you have once mastered the Fear of 
Poverty and developed in its place the Habit of 

The author of this course would be greatly 
disappointed to know that any student of the course 
got the impression from anything in this or any of the 
other: lessons that Success is measured by dollars 

However, money does represent an important 
factor in success, and it must be given its proper value 
in any philosophy intended to help people in becoming 
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 be blown helter-skelter by 
every A stray wind of circumstance, unless he is 
entrenched behind the power of money! 

Genius may offer many rewards to those who 
possess it, but the fact still remains that genius 
without money with which to give it expression is but 
an empty, skeleton-like honor. 

The man without money is at the mercy of the 
man who has it! 

And this goes, regardless of the amount of ability 
he may possess, the training he has had or the native 
genius with which he was gifted by nature. 

There is no escape from the fact that people will 
weigh you very largely in the light of bank balances, 


no matter who you are or what you can do. The first 
question that arises, in the minds of most people, 
when they meet a stranger, is, "How much money has 
he?" If he has money he is welcomed into homes and 
business opportunities are thrown his way. All sorts of 
attention are lavished upon him. He is a prince, and as 
such is entitled to the best of the land. 

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 impoverished finances, woe 
be his lot, for the passing crowd will step on his toes 
and blow the smoke of disrespect in his face. 

These are not pretty statements, but they have one 
virtue - THEY ARE TRUE! 

This tendency to judge people by the money they 
have, or their power to control money, is not confined 
to any one class of people. We all have a touch of it, 
whether we recognize the fact or not. 

Thomas A. Edison is one of the best known and 
most respected inventors in the world, yet it is no 
misstatement of facts to say that he would have 
remained a practically unknown, obscure personage 
had he not followed the habit of conserving his 
resources and shown his ability to save money. 

Henry Ford never would have got to first base 
with his "horseless carriage" had he not developed, 
quite early in life, the habit of saving. Moreover, had 
Mr. Ford not conserved his resources and hedged 
himself behind their power he would have been 
"swallowed up" by his competitors or those who 
covetously desired to take his business away from 
him, long, long years ago. 

Many a man has gone a very long way toward 


success, only to stumble and fall, never again to rise, 
because of lack of money in times of emergency. The 
mortality rate in business each year, due to lack of 
reserve capital for emergencies, is stupendous. To this 
one cause are due more of the business failures than to 
all other causes combined! 

Reserve Funds are essential in the successful 
operation of business! 

Likewise, Savings Accounts are essential to 
success on the part of individuals. Without a savings 
fund the individual suffers in two ways: first, by 
inability to seize opportunities that come only to the 
person with some ready cash, and, second, by 
embarrassment due to some unexpected emergency 
calling for cash. 

It might be said, also, that the individual suffers 
in still a third respect by not developing the Habit of 
Saving, through lack of certain other qualities 
essential for success which grow out of the practice of 
the Habit of Saving. 

The nickels, dimes and pennies which the average 
person allows to slip through his fingers would, if 
systematically saved and properly put to work, 
eventually bring financial independence. 

Through the courtesy of a prominent Building and 
Loan Association the following table has been 
compiled, showing what a monthly saving of $5.00, 
$10.00, $25.00 or $50.00 will amount to at the end of 
ten years. These figures are startling when one comes 
to consider the fact that the average person spends 
from $5.00 to $50.00 a month for useless merchandise 
or so-called "entertainment." 

The making and saving of money is a science, yet 



Amazing Way Your 




(Only 17 cents a < 



ount Saved 



igs Plus Profits 


awal Value 

1st yr. 









2nd yr. 









3rd yr. 









4th yr. 









5th yr. 









6th yr. 









7th yr. 









8th yr. 









9th yr. 









10th yr. 









SAVE $10 A MONTH (Only 

33 cents a 



ount Saved 



igs Plus Profits 


awal Value 

1st yr. 









2nd yr. 









3rd yr. 









4th yr. 









5th yr. 









6th yr. 









7th yr. 









8th yr. 









9th yr. 









10th yr. 









SAVE $25 A MONTH (Only 

83 cents a 



ount Saved 



igs Plus Profits 


awal Value 

1st yr. 









2nd yr. 









3rd yr. 









4th yr. 









5th yr. 









6th yr. 









7th yr. 









8th yr. 









9th yr. 









10th yr. 










(Only $1.66 a 



ount Saved 



igs Plus Profits 


awal Value 

1st yr. 









2nd yr. 









3rd yr. 









4th yr. 









5th yr. 









6th yr. 









7th yr. 









8th yr. 









9th yr. 









10th yr. 










EVERY failure, every 
adversity, every heart- 
ache may be a blessing 
in disguise providing it 

softens the animal 

portion of our nature. 


the rules by which money is accumulated are so 
simple that anyone may follow them. The main 
prerequisite is a willingness to subordinate the present 
to the future, by eliminating unnecessary expenditures 
for luxuries. 

A young man, who was earning only $20.00 a 
week as chauffeur for a prominent New York banker, 
was induced by his employer to keep an accurate 
account of every cent he spent for one week. The 
following is an itemized list of his expenses: 

Cigarettes $ .75 

Chewing gum .30 

Soda fountain 1.80 

Cigars for associates 1.50 

Moving picture show 1.00 

Shaves, including tips 1.60 

Newspaper, daily and Sunday... .22 

Shoe shines .30 

$ 7.47 

Board and room $ 12.00 

Money on hand .53 

$ 20.00 

These figures tell a tragic story which might as 
well apply to thousands of other people as to the 
young man who kept this account. His actual savings 
out of $20.00 were only 53 cents. He spent $7.47 for 
items, every one of which could have been greatly 
reduced, and most of which could have been 
eliminated entirely. In fact, by shaving himself and 


shining his own shoes, he could have saved every cent 
of the $7.47. 

Now turn to the table made up by the Building 
and Loan Association and observe what the saving of 
$7.47 a week would amount to. Suppose the amount 
this young man actually saved had been only $25.00 a 
month; the saving would have increased to the snug 
sum of $5,000.00 by the end of the first ten years. 

The young man in question was twenty-one years 
old at the time he kept this expense account. By the 
time he reached the age of thirty-one years he could 
have had a substantial amount in the bank, had he 
saved $25.00 a month, and this saving would have 
brought him many opportunities that would have led 
directly to financial independence. 

Some who are short-sighted, pseudo-philosophers, 
are fond of pointing to the fact that no one can 
become rich merely by saving a few dollars a week. 
This may be true enough, as far as the reasoning goes 
(which is not very far) but the other side of the story 
is that the saving of even a small sum of money places 
one in position where, oftentimes, this small sum may 
enable one to take advantage of business opportunities 
which lead directly and quite rapidly to financial 

The foregoing table, showing what a saving of 
$5.00 a month will amount to at the end of ten years, 
should be copied and pasted on your mirror, where it 
will stare you in the face every morning when you get 
up and every night as you retire, providing you have 
not already acquired the habit of systematic saving of 
money. This table should be reproduced, in letters and 
figures an inch tall, and placed on the walls of every 


public school throughout the land, where it might 
serve as a constant reminder to all school children of 
the value of the savings habit. 

Some years ago, before giving serious thought to 
the value of the savings habit, 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 Habit of 
Saving as one of the Fifteen Laws of Success. 

Following is an itemized statement of this 

$ 4,000.00 

inherited, invested in automobile 
supply business with a friend who lost 
the entire amount in one year. 


extra money earned from sundry 
writing for magazines and newspapers, 
all spent uselessly. 




earned from training 3,000 salesmen, 
with the aid of the Law of Success 
philosophy, invested in a magazine 
which was not a success because there 
was no reserve capital back of it. 
extra money earned from public 
addresses, lectures, etc., all of which 
was spent as it came in. 
estimated amount that could have been 
saved during a period of ten years, out 
of regular earnings, at the rate of only 
$50 a month. 



This amount, had it been saved and invested as 
received, in Building and Loan Associations, or in 
some other manner that would have earned compound, 
interest, would have grown into the sum of $94,000.00 
at the time this lesson is being written. 

The author is not a victim of any of the usual 
habits of dissipation, such as gambling, drinking and 
excessive entertaining. It is almost unbelievable that a 
man whose habits of living are reasonably moderate 
could spend $47,000.00 within a little over ten years 
without having anything to show for the money, but it 
can be done! 

A capital reserve of $94,000.00, working at 
compound interest, is sufficient to give any man all 
the financial freedom he needs. 

I recall one occasion when the president of a 
large corporation sent me a check for $500.00 for an 
address I delivered at a banquet given to the 
employees, and I distinctly recall what went through 
my mind when I opened the letter and saw the check. I 
had wanted a new automobile and this check was 
exactly the amount required for the first payment. I 
had it spent before it had been in my hands thirty 

Perhaps this is the experience of the majority of 
people. They think more of how they are going to 
SPEND what they have than they do about ways and 
means of SAVING. The idea of saving, and the self- 
control and self-sacrifice which must accompany it, is 
always accompanied by thoughts of an unpleasant 
nature, but oh, how it does thrill one to think of 

There is a reason for this, and that reason is the 
fact that most of us have developed the habit of spen- 


ding while neglecting the Habit of Saving, and any 
idea that frequents the human mind but seldom is not 
as welcome as that which frequents it often. 

In truth, the Habit of Saving can be made as 
fascinating as the habit of spending, but not until it 
has become a regular, well grounded, systematic habit. 
We like to do that which is often repeated, which is 
but another way of stating what the scientists have 
discovered, that we are victims of our habits. 

The habit of saving money requires more force of 
character than most people have developed, for the 
reason that saving means self-denial and sacrifice of 
amusements and pleasures in scores of different ways. 

For this very reason one who develops the savings 
habit acquires, at the same time, many of the other 
needed habits which lead to success: especially Self- 
control, Self-confidence, Courage, Poise and Freedom 
from Fear. 


The first question that will arise is, "How Much 
Should One Save?" The answer cannot be given in a 
few words, for the amount one should save depends 
upon many conditions, some of which may be within 
one's control and some of which may not be. 

Generally speaking, a man who works for a salary 
should apportion his income about as follows: 

Savings Account 20% 

Living - Clothes, Food and Shelter.. 50% 

Education 10% 

Recreation 10% 

Life Insurance 10% 



CAREFUL analysis of 

178 men who are 

known to be successful 

disclosed the fact that 

all had failed many 
times before arriving. 


The following, however, indicates the 
approximate distribution which the average man 
actually makes of his income: 

Savings Account NOTHING 

Living - Clothes, Food and Shelter.. 60% 

Education 0% 

Recreation 35% 

Life Insurance 5% 

Under the item of "recreation" is included, of 
course, many expenditures that do not really 
"recreate," such as money spent for alcoholic drinks, 
dinner parties and other similar items which may 
actually serve to undermine one's health and destroy 

An experienced analyst of men has stated that he 
could tell very accurately, by examining a man's 
monthly budget, what sort of a life the man is living; 
moreover, that he will get most of his information 
from the one item of "recreation." This, then, is an 
item to be watched as carefully as the greenhouse 
keeper watches the thermometer which controls the 
life and death of his plants. 

Those who keep budget accounts often include an 
item called "entertainment," which, in a majority of 
cases, turns out to be an evil because it depletes the 
income heavily and when carried to excess depletes, 
also, the health. 

We are living, right now, in an age when the item 
of "entertainment" is altogether too high in most 
budget allowances. Tens of thousands of people who 
earn not more than $50.00 a week are spending as 


much as one third of their incomes for what they call 
"entertainment," which comes in a bottle, with a 
questionable label on it, at anywhere from $6.00 to 
$12.00 a quart. Not only are these unwise people 
wasting the money that should go into a savings fund, 
but, of far greater danger, they are destroying both 
character and health. 

Nothing in this lesson is intended as a preachment 
on morality, or on any other subject. We are here 
dealing with cold facts which, to a large extent, 
constitute the building materials out of which 
SUCCESS may be created. 

However, this is an appropriate place to state 
some FACTS which have such a direct bearing on the 
subject of achieving success that they cannot be 
omitted without weakening this entire course in 
general and this lesson in particular. 

The author of this course is NOT a reformer! 
Neither is he a preacher on morals, as this field of 
useful endeavor is quite well covered by others who, 
are able workers. What is here stated, therefore, is 
intended as a necessary part of a course of philosophy 
whose purpose is to mark a safe road over which one 
may travel to honorable achievement. 

During the year 1926 the author was in 
partnership with the late Don R. Mellett, who was, at 
that time, the publisher of the Canton (Ohio) Daily 
News. Mr. Mellett became interested in the Law of 
Success philosophy because it offered, as he believed, 
sound counsel to young men and young women who 
really wish to get ahead in life. Through the pages of 
the Daily' News Mr. Mellett was conducting a fierce 
battle against the underworld forces of Canton. With 


the aid of detectives and investigators, some of whom 
were supplied by the Governor of Ohio, Mr. Mellett 
and the author gathered accurate data concerning the 
way most of the people in Canton were living. 

In July, 1926, Mr. Mellett was assassinated from 
ambush, and four men, one of them a former member 
of the Canton police force, are now serving life 
sentences in the Ohio State Penitentiary for the crime. 

During the investigation into crime conditions in 
Canton all reports came to the author's office, and the 
data here described are, therefore, known to be 
absolutely accurate. 

One of the officials of a large industrial plant 
whose salary was $6,000.00 a year paid a Canton 
bootlegger an average of $300.00 a month for the 
liquor (if "stuff" can be called liquor) which he used 
for "entertaining." His wife participated in these 
"entertainments" which took place in his own home. 

A paying teller in a bank, whose salary was 
$150.00 a month, was spending an average of $75.00 a 
month for liquor, and in addition to this unpardonable 
waste of money, out of a salary which was none too 
great at most, he was traveling at a pace and with a 
crowd which meant ruin for him later on. 

The superintendent of a large manufacturing 
plant, whose salary was $5,000.00 a year, and who 
should have been saving at least $125.00 a month, was 
actually saving nothing. His bootlegger's bill averaged 
$150.00 a month. 

A policeman whose income was $160.00 a month 
was spending over $400.00 a month on dinner parties, 
at a near-by roadhouse. Where he got the difference 
between his legitimate income and his actual expendi- 


tures is a question that reflects no particular credit on 
the policeman. 

A bank official whose income, as near as it could 
be estimated from his previous years' income tax 
reports, was about $8,000.00 a year, had a monthly 
bootlegger's bill of more than $500.00 during the 
three months that his activities were checked by the 
Mellett investigators. 

A young man who worked in a department store, 
at a salary of $20.00 a week, was spending an average 
of $35.00 a week with one bootlegger. The assumption 
was that he was stealing the difference from his 
employer. Old Man Trouble awaited this young man, 
just around the corner, although it is not known by the 
author whether or not the two have come together as 

A salesman for a life insurance company, whose 
income was not known because he worked on a 
commission basis, was spending an average of $200.00 
a month with one bootlegger. No record of any 
savings account was found, and the assumption is that 
he had none. This assumption was later confirmed 
when the company for which the young man worked 
had him arrested for embezzlement of its funds. No 
doubt he was spending the money which he should 
have turned in to the company. He is now serving a 
long sentence in the Ohio State Penitentiary. 

A young lad who was attending high school was 
spending large sums for liquor. The actual amount was 
not obtainable for the reason that he paid cash as he 
got the liquor, and the bootlegger's records did' not, 
therefore, disclose the actual amount. Later this boy's 
parents had him locked up "to save him from himself." 


It was found that he was stealing money from a 
savings fund kept by his mother, somewhere about the 
house. He had stolen and spent more than $300.00 of 
this money when discovered. 

This author conducted a Lecture 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 saving 
money, and an examination through the aid of a 
questionnaire prepared for that purpose disclosed the 
fact that only five per cent of the students, out of a 
total of 11,000, of the high-school age, believed that 
the savings habit was one of the essentials for 

It is no wonder the rich are becoming richer and 
the poor are becoming poorer! 

Call this a socialistic statement, if you please, but 
the facts bear out its accuracy. It is not difficult for 
any man to become rich, in a country of spendthrifts 
such as this, where millions of people spend every 
cent that comes into their possession. 

Many years ago, before the present wave of mania 
for spending spread over the country, F. W. 
Woolworth devised a very simple method of catching 
the nickels and dimes that millions of people throw 
away for trash, and his system netted him over ONE 
time. Woolworth has died, but his system of saving 
nickels and dimes continues, and his estate is growing 
bigger and bigger. 

Five and Ten Cent Stores are usually painted with 
a bright red front. That is an appropriate color, for red 
denotes danger. Every Five and Ten Cent Store is a 


ALL salesmen will do 

well to remember that 

no one wants any- 
thing that someone 
else is trying to "get 

rid of." 


striking monument that proves, to a nicety, that one of 
the cardinal faults of this generation is the 

We are all victims of HABIT! 

Unfortunately for most of us, we are reared by 
parents who have no conception whatsoever of the 
psychology of habit, and, without being aware of their 
fault, most parents aid and abet their offspring in the 
development of the spending habit by overindulgence 
with spending money, and by lack of training in the 
Habit of Saving. 

The habits of early childhood cling to us all 
through life. 

Fortunate, indeed, is the child whose parents have 
the foresight and the understanding of the value, as a 
character builder, of the Habit of Saving, to inculcate 
this habit in the minds of their children. 

It is a training that yields rich rewards. 

Give the average man $100.00 that he did not 
contemplate receiving, and what will he do with it? 
Why, he will begin to cogitate in his own mind on 
how he can SPEND the money. Dozens of things that 
he needs, or THINKS he needs, will flash into his 
mind, but it is a rather safe bet that it will never occur 
to him (unless he has acquired the savings habit) to 
make this $100.00 the beginning of a savings account. 
Before night comes he will have the $100.00 spent, or 
at least he will have decided in his mind how he is 
going to SPEND IT, thus adding more fuel to the 
already too bright flame of Habit of Spending. 

We are ruled by our habits! 

It requires force of character, determination and 
power of firm DECISION to open a savings account 


and then add to it a regular, if small, portion of all 
subsequent income. 

There is one rule by which any man may 
determine, well in advance, whether or not he will 
ever enjoy the financial freedom and independence 
which is so universally desired by all men, and this 
rule has absolutely nothing to do with the amount of 
one's income. 

The rule is that if a man follows the systematic 
habit of saving a definite proportion of all money he 
earns or receives in other ways, he is practically sure 
to place himself in a position of financial 
independence. If he saves nothing, he IS 
INDEPENDENT, no matter how much his income may 

The one and only exception to this rule is that a 
man who does not save might possibly 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, but these eventualities are rather remote; so 
much so, in fact, that YOU cannot rely upon such a 
miracle happening to you. 

This author enjoys a rather close acquaintance 
with many hundreds of people throughout the United 
States and in some foreign countries. For nearly 
twenty-five years he has been watching many of these 
acquaintances, and knows, therefore, from actual 
experience, how they live, why some of them have 
failed while others have succeeded, and the REASONS 

This list of acquaintances covers men who control 
hundreds of millions of dollars, and actually own 
many millions which they have acquired. Also men 


who have 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 just how the law of habit becomes a sort of 
pivotal point on which success or failure turns, and 
exactly why no man can become financially 
independent without developing the habit of 
SYSTEMATIC SAVING, the living habits of some of 
these many acquaintances will be described. 

We will begin with a complete history, in his own 
words, of a man who has made a million dollars in the 
field of advertising, but who now has nothing to show 
for his efforts. This story first appeared in the 
American Magazine, and it is here reprinted through 
the courtesy of the publishers of that publication. 

The story is true, in every respect, and it has been 
included as a part of this lesson because the author of 
the story, Mr. W. C. Freeman, is willing to have his 
mistakes made public with the hope that others may 
avoid them. 


While it is embarrassing, yes, humiliating, 
publicly to confess to an outstanding fault that has 
made a good deal of a mess of my life today, 
nevertheless I have decided to make this confession 
for the good it may do. 

I am going to make a clean breast of how I let 
slip through my fingers all the money I have earned 
thus far in my life-time, which approximates one 
million dollars. This amount I made through my work 


in the field of advertising, except a few thousand 
dollars I earned up to twenty-five years of age by 
teaching in country schools and by writing news 
letters to some country weeklies and daily 

Maybe one lone million does not seem a lot of 
money in these days of many millions and even 
billions; but it is a big sum of money, just the same. If 
there are any who think to the contrary, let them count 
a million. I tried to figure out the other night how 
long it would take to do so. I found I could count an 
average of one hundred a minute. On this basis it 
would take me twenty days of eight hours each, plus 
six hours and forty minutes on the twenty-first day to 
do the stunt. I doubt very much if you or I were given 
an assignment to count one million one-dollar bills, 
upon the promise that all of them would be ours at the 
end of that time, that we could complete it. It would 
probably drive us mad - and a lot of use the money 
would be to us then, wouldn't it? 

Let me say at the outset of my story that I do not 
regret, not for one minute, that I spent ninety per cent 
of the money I made. To wish any of this ninety' per 
cent back at this time would make me feel that I 
would have denied much happiness to my family and 
to many others. 

My only regret is that I spent all of my money, 
and more besides. If I had today the ten per cent I 
could have saved easily, I would have one hundred 
thousand dollars safely invested, and no debts. If I 
had this money I would feel really and truly that 1 was 
rich; and I mean just this, for I have never had a 
desire to accumulate money for money's sake. 

Those school-teaching and newspaper-correspond- 


ence days of mine brought some cares and 
responsibilities, but they were met optimistically. 

I married at the age of twenty-one, with the full 
approval of parents on both sides, who believed 
thoroughly in the doctrine preached by Henry Ward 
Beecher, that "early marriages are virtuous 

Just one month and one day after I was married 
my father met a tragic death. He was suffocated by 
coal gas. Having been an educator all his life - and 
one of the best - 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. 

Apart from the void left in our home by my 
father's death (my wife and I and my mother and only 
sister lived together), we had a joyful life, despite the 
fact that it was a tight squeeze to make ends meet. 

My mother, who was exceptionally talented and 
resourceful (she had taught school with my father 
until I was born), decided to open our home to a 
married couple, old friends of the family. They came 
to live with us and their board helped to pay expenses. 
My mother was known far and wide for the wonderful 
meals she served. Later on, two well-to-do women 
friends of the family were taken into our home; thus 
increasing our revenue. 

My sister helped very substantially by teaching a 
kindergarten class, which met in the big living-room 
of our home; my wife contributed her share to the 
household by taking charge of the sewing and 


THINK well before you 
speak because your 
words may plant the 

seed of either success or 

failure in the mind of 

some other person. 


Those were very happy days. Nobody in the 
household was extravagant or had any extravagant 
tendencies except perhaps myself, for I was always 
inclined to be free with money. I liked to make gifts 
to the family and to entertain friends. 

When the first baby came into our home - a boy - 
we all thought heaven had opened its doors to us. My 
wife's parents, who took the keenest and deepest 
interest in our affairs, and who were always ready to 
lend a helping hand, were equally happy over the 
coming of their first grandchild. My brother-in-law, 
much older than my wife, and a bachelor, could not 
understand at first the joy we all felt; but even he 
began to strut around like a proud peacock after a 
while. What a difference a baby makes in a home! 

I am injecting these details into my story merely 
to emphasize how the early days of my life were lived. 
I had no opportunity to spend much money, and yet I 
had as much happiness in those days as I have ever 
had since. 

The strange thing about it all is that the 
experience of those days did not teach me the value of 
money. If anybody ever had a practical lesson to guide 
him in his future, I certainly had it. 

But let me tell you how this early experience 
affected me. The birth of my son inspired me to do 
something that would make more money than I was 
getting at teaching school and in writing for 
newspapers. I did not want my wife, mother and sister 
to feel that they would have to continue indefinitely to 
do their part in sustaining the household. Why should 
a fellow, big and strong and healthy as I have always 
been, and with a reasonable amount of ability, be 
content to remain a spoke in the wheel? Why 


shouldn't I be the whole wheel, as far as providing for 
the family was concerned? 

Following my desire to make more money, I took 
on the selling of books in addition to teaching and 
writing for newspapers. This earned for me quite a 
little extra money. Finally, I gave up teaching and 
concentrated on selling books, and writing for 

My book-selling took me to Bridgeton, New 
Jersey. It was here that I got my first real start in ma 
money. I had to be away from home a great deal to do 
this work, but the sacrifice was worth while. I earned 
enough money in a few weeks to send more money 
home than I had contributed to the household in any 
year from my school-teaching and newspaper 
correspondence. After combing the territory in the 
Bridgeton zone, I became interested in a newspaper in 
that city, the Morning Star. It seemed to me that the 
editor and publisher of this paper needed a helper I 
called on him and told him so. He said, "Heavens 
young man, how can I hire you? I am not earning 
enough money to pay for my own living!" 

"That's just it," said I. "I believe together we cal 
make the Star a success. I'll tell you what I'll do: I'll 
work for you for one week for one dollar a day. At the 
end of the week, if I have made good, I'll expect you 
to pay me three dollars a day for the second week; and 
then, if I continue to do well, I'll expect you to pay 
me six dollars a day for the third week and will 
continue from then on until the paper makes enough 
money to pay me fifty dollars a week." 

The owner agreed to my proposition. At the end 
of two months, I was being paid fifty dollars a week 


which in those days was considered a big salary. I 
began to feel that I was well on my way toward 
making money -but all I wanted it for was to make 
my family more comfortable. Fifty dollars a week was 
just four times as much as I had made teaching school. 

My job on the Star embraced editorial writing 
(not very brilliant), reporting (just ordinary), the 
writing and selling of advertisements (fairly 
successful), proof reading, bill collecting, and so 
forth. It kept me humping six days a week; but I could 
stand it, for I was strong and healthy, and, besides, 
the work was very interesting. I also contributed 
correspondence to the New York Sun, Philadelphia 
Record, and the Trenton (N. J.) Times, which brought 
me in an average of one hundred and fifty dollars a 
month, for this was a good news territory. 

I learned a lesson on the Star which eventually 
shaped the course of my life. I found out that there is 
a great deal more money to be earned by selling 
advertising for newspapers than in writing for them. 
Advertising brings grist to the mill. 

I put over one advertising stunt on the Star - a 
write-up of the south Jersey oyster industry, paid for 
by the oyster men - that brought in three thousand 
dollars cash, which the publisher divided with me 
fifty-fifty. I had never seen so much money at one 
time in all my life. Think of it! Fifteen hundred 
dollars - twenty-five per cent more than I had made in 
two years of school-teaching and odd tasks. 

Did I save this money or any part of it? I did not. 
What was the use? I could do so much with it to make 
my wife, boy, mother and sister happy that I let it go 
far easier than I had made it. 


But would it not have been a fine thing if I had 
put this money away for a rainy day? 

My work in Bridegton attracted the attention of 
Sam Hudson, New Jersey correspondent of the 
Philadelphia Record, who was a shining example 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 big city. He thought I had it in me to make good. 
He said he would get me a job in Philadelphia. He did, 
and I moved with my wife and baby to Germantown. I 
was given charge of the advertising department of the 
Germantown (Philadelphia) Gazette, a weekly 

At the start I did not make as much money as I 
had earned in Bridegton, because I had to give up my 
newspaper correspondence. The news for this section 
was covered by other correspondents. But very soon I 
was making twenty-five per cent more money. The 
Gazette increased its size three times to accommodate 
its advertising, and each time I received a very 
substantial increase in salary. 

In addition to this, I was given a job to gather 
social news for the Sunday edition of the Philadelphia 
Press. Bradford Merrill, managing editor of that 
newspaper, now a very important New York newspaper 
executive, assigned me a big territory to cover. This 
kept me busy every night in the week except 
Saturdays. I was paid five dollars a column; but I 
averaged seven columns every Sunday; which made 
me thirty-five dollars a week extra. 

It was more money for me to spend, and I spent 
it. I did not know anything about budgeting my ex- 


penses. I just let it go as it came. I did not have time, 
or thought I hadn't, to watch my step in spending. 

A year later I was invited to join the advertising 
staff of the Philadelphia Press, a big opportunity for a 
young man, for I got wonderful training under the 
management of William L. McLean, now the owner of 
the Philadelphia Evening Bulletin. I still retained my 
job as gatherer of social news - so my income was just 
about the same as I had been making in Germantown. 

But before long my work attracted the attention 
of James Elverson, Sr., publisher of the old Saturday 
Night and Golden Days, who had just purchased the 
Philadelphia Inquirer. I was offered and accepted the 
advertising management of this newspaper. 

This meant a big increase in my income. And 
soon afterward there came a happy increase in my 
family, the birth of a daughter. Then I was able to do 
what I had longed to do since the birth of my son. I 
got the family together again under one roof - my wife 
and two babies, my mother and sister. At last I was 
able to relieve my mother of any cares or 
responsibilities, and never again did she have either as 
long as she lived. She died in her eighty-first year, 
twenty-five years after my father's death. I shall never 
forget her last words to me: "Will, you have never 
caused me a moment's worry since you were born, and 
I could not have had more than you have given me had 
I been the Queen of England." 

I was making at this time four times more money 
than my father had made as superintendent of public 
schools in my home town of Phillipsburg, New Jersey. 


I AM thankful that I was 

born poor - that I did not 

come into this world 

burdened by the whims 
of wealthy parents, with 
a bag of gold around ray 



All the money, however, passed out of my 
pockets as easily as water flows through a sieve. 
Expenses increased with every increase in my income, 
which is the habit, I suppose, with most people. There 
was no sane reason, though, for letting my expenses 
go beyond my income, which I did. I found myself 
piling up debts, and from this time on I was never out 
of debt. I did not worry about my debts, though, for I 
thought I could pay them off at any time. It never 
occurred to me - not until fully twenty-five years later 
- that debt eventually would bring upon me not only 
great anxiety and unhappiness, but that I would lose 
friends and credit as well. 

But I must pat myself on the back for one thing: I 
was giving full rein to my big fault - spending money 
as fast as I made it, often faster; but I never shirked 
my work. I was always trying to find more things to 
do, and I always found them. I spent very little time 
with my family. I would go home to dinner every 
night and romp with the babies until their bedtime, 
then I would return to the office and often work. 

So the years went by. Another daughter arrived. 
Presently I wanted my daughters to have a pony and 
cart, and I wanted my son to have a riding horse. Then 
I thought I needed a team to take me around with the 
family, driving them to a closed coupe or an open 
trap. I got them all. Instead of one horse and a carry- 
all, or perhaps a team, which would have been 
sufficient for our needs and something we could have 
afforded, I had to have a stable, with all that goes 
with it. This outfit cost me nearly one fourth of my 
annual income. 


Then I took up golf. This was in my forty-first 
year. I went at my play the same as I went at my work 
- put my whole heart in it. I learned to play pretty 
well. My son and elder daughter played with me, and 
they learned to play well, too. 

It was necessary that my younger daughter 
should: spend the winter in the South and summers in 
the Adirondacks; but instead of her mother going with 
her alone, I felt it would be fine if the son and other 
daughter went along with them. This arrangement was 
carried out. They went to Pinehurst, North Carolina, 
every winter and to expensive resorts in the 
Adirondacks or in New Hampshire in the summer. 

All this took a great deal of money. My son and 
elder daughter were keen about golf and spent a lot of 
money on it. I also disbursed quite a little on golf 
courses around New York. Between the three of us we 
won 80 prizes, most of which are now in storage. I sat 
down one day and calculated what these prizes had 
cost me. I discovered that each trophy had cost 
$250.00 or a total of $45,000.00 over a period of 
fifteen years, an average of $3,000.00 a year. 
Ridiculous, wasn't it? 

I entertained lavishly at my home. Montclair 
folks' thought I was a millionaire. I frequently invited 
groups of business men to have a day of golf at the 
club, and then to have dinner with me in the eve They 
would have been satisfied with a plain home' dinner, 
but, no, I must serve them an elaborate affair staged 
by a famous caterer. These dinners never cost less 
than ten dollars a plate, which did not include to 
money spent for music while they were dining. I had a 
negro quartet come to the house. Our dining-room 


comfortably seated twenty people, and it was filled to 
capacity many times. 

It was all very lovely, and I was glad to be their 
host. In fact, I was very happy over it. I never stopped 
to think how rapidly I was piling up debts. The day 
came when they began to bother me a lot. I had 
entertained so many guests at the golf club one month, 
paying for luncheons, cigars, and greens fees, that my 
bill was four hundred and fifty dollars. This attracted 
the attention of the directors of the club, who were all 
good friends of mine and very much interested in my 
welfare. They made it their business to tell me that I 
was spending entirely too much money, and they 
wished for my sake that I could check my expenses. 

This gave me a bit of a jolt. It made me think 
seriously long enough to get rid of my horses and 
traps - at a big sacrifice, of course. I gave up our 
home and moved back to the city; but I did not leave 
any unpaid bills in Montclair. I borrowed the money 
to pay them. It was always easy for me to get all the 
money I wanted, despite my well known financial 

Here are two sidelights on my experience during 
my "flaring forties." 

Besides spending money foolishly and perhaps 
recklessly, I loaned it with equal abandon. In cleaning 
out my desk at home before moving to the city I 
looked over a package of due bills, the total of which 
was over forty thousand dollars. That was money 
handed out to just anybody who came along. I tore 
them all up; but I realized that if I had that money in 
hand I wouldn't owe a dollar. 


One of the prosperous business men I had 
entertained many times and who in turn had 
entertained me, said to me: "Billy, I've got to stop 
going on outings with you. You spend entirely too 
much money for me. I can't keep up with you." 

Think of that coming from a man who was 
making 1 more money than I was! It should have struck 
home, but it didn't. I went on spending just the same, 
and foolishly thinking that I was having a good time, 
and with no thought of the future. This man is now 
one of the vice presidents of one of New York's 
greatest financial institutions, and is reported to be 
worth many millions of dollars. 

I should have taken his advice. 

In the fall of 1908, after my disastrous experience 
of six months in another line of business following my 
resignation from the Hearst organization, I resume: 
newspaper work as advertising manager of the New 
York Evening Mail. I had known Henry L. Stoddard, 
editor and owner, back in the Philadelphia days, when 
he was political correspondent for the Press. 

Despite the fact that I was bothered by debts, r 
did the best work of my life on the Evening Mail, and 
made more money during the five years I was 
associated with it than I had ever made before. 
Moreover, Mr. Stoddard gave me the privilege of 
syndicating advertising talks, which ran in his paper 
for one thousand consecutive publication days, and 
earned for me more than fifty-five thousand dollars 

Mr. Stoddard was very generous in many other 
ways, and frequently paid me special sums of money 
for doing what he considered unusual things in the 
way of developing business. During this period, I was 


so deeply in debt that, in order to keep things moving 
as smoothly as possible, but without retrenching in the 
slightest way in my expenses, I borrowed money from 
Peter to pay Paul and from Paul to pay Peter. That 
item of fifty-five thousand dollars earned from 
syndicating advertising talks would have more than 
paid all my debts and left a nice nest egg besides. But 
all of it was spent as easily as though I hadn't a care 
in the world. 

In 1915 I went on my own in the advertising 
business. From that time until the spring of 1922 my 
fees ran into very big figures. I was still making more 
money than I ever did, and was spending it just as fast 
as I made it, until finally my friends got tired of 
making me loans. 

If I had shown the slightest inclination to curb my 
expenses to the extent of only ten per cent, these 
wonderful men would have been willing to divide 
fifty-fifty with me, letting me pay them five per cent 
of it and saving five per cent. They did not care so 
much about the return of the money they had loaned 
me, as that they wanted to see me pull myself 

The crash in my affairs came five years ago. Two 
friends who had stood by me loyally became 
impatient, and told me frankly that I needed a drastic 
lesson. They gave it to me all right. I was forced into 
bankruptcy, which nearly broke my heart. I felt that 
every person I knew was pointing the finger of scorn 
at me. This was very foolish. While there was 
comment, it was not at all unfriendly. It was 
expressive of keen regret that a man who had attained 
so much prestige in his profession, and had earned so 



person who has 

learned that the most 

certain way to "get" is 
to first "give" through 

some sort of useful 



much money, should have allowed himself to get into 
financial difficulties. 

Proud and sensitive to the core I felt the disgrace 
of bankruptcy so keenly that I decided to go to 
Florida, where I had once done a special piece of work 
for a client. It seemed to me to be the coming El 
Dorado. I figured that maybe I could make sufficient 
money in a few years so that I could return to New 
York, not only with a competency but with enough to 
pay all my debts in full. For a time it looked as though 
I would realize this ambition; but I was caught in the 
big real estate collapse. So here I am back in the old 
town where I once had big earning power and 
hundreds of friends and well-wishers. 

It has been a strange experience. 

One thing is certain: I have learned my lesson at 
last. I feel sure that opportunities will come my way 
to redeem myself, and that my earning power will be 
restored to me. And when that time comes I know that 
I shall be able to live as well as I ever did, on forty 
per cent of my income. Then I shall divide the 
remaining sixty per cent into two parts, setting aside 
thirty per cent to pay my creditors and thirty per cent 
for insurance and savings. 

If I allowed myself to feel depressed over my 
past, or filled my mind with worries, I would not be 
capable of carrying on the fight to redeem myself. 

Besides, I would be ungrateful to my Maker for 
having endowed me with wonderful health all my life. 
Is there any greater blessing? 

I would be ungrateful to the memory of my 
parents, whose splendid training has kept me anchored 
pretty safely to moral standards. Slipping from moral 


moorings is infinitely more serious, in the end, than 
slipping from the thrift standard. 

I would lack appreciation of the encouragement 
and support I have had in generous measure from 
hundreds of business men and to many good friends 
who helped me build a fine reputation in my 

These memories are the sunshine of my life. And 
I shall use them to pave the way to my future 

With abundance of health, unfaltering faith, 
unflagging energy, unceasing optimism, and 
unbounded confidence that a man can win his fight, 
even though he commences late in life to realize the 
kind of fight he must make-is there anything but death 
to stop him?* 

Mr. Freeman's story is the same as that which 
might be told by thousands of other men who save 
nothing, with the exception that the amounts of their 
incomes would vary. The manner of living, the way 
the money was spent, and why, as told in Mr. 
Freeman's narrative, show the way the spender's mind 

Compilation of statistics covering family incomes 
and expenditures of over 16,000 families of men who 
have been analyzed by the author disclosed some facts 
that will be of help to the person who wishes to 

*Reprinted by courtesy of The American Magazine. Copy- 
right, The Crowell Publishing Company, 1927. 


budget his income and disbursements on a practical 
working basis that is sound and economical. 

The average income runs all the way from 
$100.00 to $300.00 per month. The budget allowance 
covering incomes within these two amounts should be 
about as follows: 

A family consisting of two persons, whose 
income is $100.00 a month, should manage to set 
aside at least $10 or $12 a month for the savings 
account. The cost of shelter, or rent, should not 
exceed $25 or $30 a month. Food costs should average 
about $25 to $30. Clothing should be kept within an 
expenditure of $15 to $20 a month. Recreation and 
incidentals should be kept down to about $8 to $10 a 

A family whose income is $100.00 a month, 
should that income be increased to $125.00, ought to 
save at least $20 of the amount. 

A family of two persons, whose income is 
$150.00 a month, should budget their funds about as 
follows: Savings $25. Shelter or rent $35 to $40. Food 
$35 to $40. Clothes, $20 to $30. Recreation $10 to 

On a salary of $200 a month the budget should 
be: Savings $50. Shelter or rent $40 to $50. Food $35 
to $45. Clothes $30 to $35. Recreation $15 to $20. 

A family of two, on a salary or income of $300.00 
a month, should apportion the income about thus: 
Savings $55 to $65. Shelter or rent $45 to $60. Food 
$45 to $60. Clothes $35 to $45. Recreation and 
education $50 to $75. 

Some might argue that a family of two, making a 
wry of $300.00 a month, might live just as cheaply as 
one making but $100 or $125. However, this is not 
quite correct, because one who has the ability to earn 


$300.00 a month must as a rule associate with people 
who make better appearances and more entertainment 

A single man, earning $100.00, $150.00 or 
$300.00 a month, should save considerably more than 
a man with a family could save on the same amounts. 
As a rule, a single man, who has no dependents, and 
who is not in debt, should live on a budget of $50 a 
month for room and food, and not to exceed $30 a 
month for clothes and perhaps $10 for recreation. 
These amounts might be slightly increased by one who 
earned from $150.00 to $300.00 a month. 

A boy who lives away from home, and whose 
weekly income is only $20.00 should save $5 of the 
amount. The remainder should cover cost of food, 
room and clothes. 

A girl, living away from home, on the same 
income, would require a slightly larger allowance for 
clothes, as women's wearing apparel is more costly 
than men's, and it is generally imperative that women 
watch, more closely than men, their personal 

A family of three will be able to save 
considerably less than the amounts which can be saved 
by a family of two. With rare exceptions, however, 
such as cases where the family is involved in debt 
which must be absorbed out of the monthly income, 
any family can save at least five per cent of the gross 

It is a common practice today for families to 
purchase automobiles on monthly payments which 
involve too great an expenditure compared to their 
income. A man with a Ford income has no business 
purchasing a Studebaker car. He should curb his 
desires and content himself with a Ford. Many single 


men spend their entire incomes, and often go into debt 
besides, because they maintain automobiles out of 
keeping with their incomes. This common practice is 
fatal to success as far as financial independence may 
be considered a part of success, in thousands of 

The instalment plan of buying has become so 
common, and it is so easy to purchase practically 
anything one desires, that the tendency to spend out of 
proportion to one's income is rapidly increasing. This 
tendency must be curbed by the person who has made 
up his mind to gain financial independence. 

It can be done by anyone who is willing to try. 

Another evil, which is both an evil and a 
blessing, is the fact that this country is so very 
prosperous that money comes easily, and if not 
watched it goes still more easily. Since the beginning 
of the World War there has been a steady demand for 
practically everything manufactured in the United 
States, and this condition of prosperity has caused 
people to lapse into a state of careless, unjustified 

There is no virtue in "keeping up with the pace 
set by neighbors" when this means sacrifice of the 
habit of saving a regular part of one's income. It is far 
better, in the long run, to be considered a bit behind 
the times than it is to go along through youth, into the 
days of maturity, and finally into old age, without 
having formed the habit of systematic saving. 

It is better to sacrifice during the age of 
youthfulness, than it is to be compelled to do so 
during the age of maturity, as all who have not 
developed the habit of saving generally have to do. 

There is nothing quite so humiliating, that carries 


I AM thankful for the 

adversities which have 

crossed my pathway, for 
they have taught me 
tolerance, sympathy, self- 
control, perseverance and 

some other virtues I 

might never have known. 


such great agony and suffering, as poverty in old age, 
when personal services are no longer marketable, and 
one mutt turn to relatives or to charitable institutions 
for existence. 

A budget system should be maintained by every 
person, both the married and the single, but no budget 
system will work out if the person trying to keep it 
lacks the courage to cut expenses on such items as 
those of entertainment and recreation. If you feel so 
weak in will-power that you think it necessary to 
"keep up with the Smiths" with whom you associate 
socially, and whose income is greater than your own, 
or who spend all of their income foolishly, then no 
budget system can be of service to you. 

Forming the savings habit means that, to some 
extent at least, you must seclude yourself from all 
except a well selected group of friends who enjoy you 
without elaborate entertaining on your part. 

To admit that you lack the courage to trim down 
your expenditures so that you can save money, even if 
only a small amount, is the equivalent of admitting at 
the same time a lack of the sort of character which 
leads to success. 

It has been proved times too numerous to be 
mentioned, that people who have formed the habit of 
saving money are always given preference in positions 
of responsibility; therefore, the saving of money not 
only adds advantages in the nature of preferred 
employment and a larger bank account, but it also 
increases the actual earning capacity. Any business 
man will prefer to employ a person who saves money 
regularly, not because of the mere fact that such 
person saves money, but because of the characteristics 


possessed by such a person which make him or her 
more efficient. 

Many firms will not employ a man or a woman 
who does not save money. 

It should be a common practice for all business 
houses to require all employees to save money. This 
would be a blessing to thousands of people who would 
not otherwise have the will-power to form the savings 

Henry Ford has gone a very long way, perhaps as 
far as is expedient, to induce his employees not only 
to save their money, but to spend what they do spend 
wisely, and to live sanely and economically. The man 
who induces his employees to form the habit of saving 
is a practical philanthropist. 


A few years ago a young man came to 
Philadelphia, from the farming district of 
Pennsylvania, and went to work in a printing plant. 
One of his fellow workmen owned some shares in a 
Building and Loan Company, and had formed the habit 
of saving $5.00 a week, through this Association. This 
young man was influenced by his associate to open an 
account with the Building and Loan Company. At the 
end of three years he had saved $900.00. The printing 
plant for which he worked got into financial difficulty 
and was about to fail. He came to the rescue with his 
$900.00 which he had saved in small amounts, and in 
return was given a half interest in the business. 

By inaugurating a system of close economy he 


helped the business to pay off its indebtedness, and 
today he is drawing out of it, as his half of the profits, 
a little better than $25,000.00 a year. 

This opportunity never would have come, or, if it 
had, he would not have been prepared to embrace it, 
had he not formed the habit of saving money. 

When the Ford automobile was perfected, during 
the early days of its existence, Henry Ford needed 
capital to promote the manufacture and sale of his 
product. He turned to a few friends who had saved up 
a few thousand dollars, one of whom was Senator 
Couzens. 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 Five and Ten 
Cent Store Plan he had no capital, but he turned to a 
few friends who had saved, by the closest sort of 
economy and great sacrifice, a few thousand dollars. 
These friends staked him and later they were paid 
back hundreds of thousands of dollars in profits. 

Van Heusen (of soft-collar fame) conceived the 
idea of producing a semi-soft collar for men. His idea 
was sound, but he had not a cent to promote it. He 
turned to a few friends who had only a few hundred 
dollars, who gave him a start, and the collar made 
each of them wealthy. 

The men who started the El Producto Cigar 
business had but little capital, and what they did have 
was money they had saved from their small earnings 
as cigar makers. They had a good idea, and knew how 
to make a good cigar, but the idea would have died "a- 
bornin' " had they not saved a little money. With their 
meager savings they launched the cigar, and a few 


and a few years later they sold out their business to 
the American Tobacco Company for $8,000,000.00. 

Back of practically every great fortune one may 
find, as its beginning, a well developed habit of 
saving money. 

John D. Rockefeller was an ordinary bookkeeper. 
He conceived the idea of developing the oil business, 
which was then not even considered a business. He 
needed capital, and because he had developed the 
habit of saving, and had thereby proved that he could 
conserve the funds of other people, he had no 
difficulty in borrowing what money he needed. 

It may be truthfully stated that the real basis of 
the Rockefeller fortune is the habit of saving money 
which Mr. Rockefeller developed, while working as a 
bookkeeper at a salary of $40.00 a month. 

James J. Hill was a poor young man, working as a 
telegrapher, at a salary of $30.00 a month. He 
conceived the idea of the Great Northern Railway 
System, but his idea was out of proportion to his 
ability to finance. However, he had formed the habit 
of saving money, and on the meager salary of $30.00 a 
month had saved enough to enable him to pay his 
expenses on a trip to Chicago, where he interested 
capitalists in financing his plan. The fact that he, 
himself, had saved money on a small salary was 
considered good evidence that he would be a safe man 
to trust with other people's money. 

Most business men will not trust another man 
with their money unless he has demonstrated his 
ability to take care of his own and use it wisely. The 
test, while it is often embarrassing to those who have 
not formed the Habit of Saving, is a very practical 


A young man who worked in a printing plant in 
the city of Chicago wanted to open a small print shop 
and go into business for himself. He went to a printing 
supply house manager and made known his wants, 
saying he desired credit for a printing press and some 
type and other small equipment. 

The first question asked by the manager was 
"Have you saved any money of your own?" 

He had! Out of his salary of $30.00 a week he had 
saved $15.00 a week regularly for nearly four years. 
He got the credit he wanted. Later on he got more 
credit, until today he has built up one of the most 
successful printing plants in the city of Chicago. His 
name is George B. Williams, and he is well known, as 
are also the facts here stated, to the author of this 

Many years after this incident, the author of this 
course became acquainted with Mr. Williams, and at 
the end of the war, in 1918, the author went to Mr. 
Williams and asked for credit amounting to many 
thousands of dollars, for the purpose of publishing the 
Golden Rule Magazine. The first question asked was: 
"Have you formed the habit of saving money." Despite 
the fact that all the money I had saved was lost in the 
war, the mere fact that I had actually formed the 
savings habit was the real basis on which I got credit 
for upward of $30,000.00. 

There are opportunities on every corner, but they 
exist only for those who have ready money, or who 
can command money because they have formed the 
Habit of Saving, and developed the other 
characteristics which go with the formation of the 
savings habit known by the general term of 


LOVE and Justice are 

the real arbiters of all 

disputes. Give them a 
chance and you will no 
longer want to defeat a 
brother sojourner by the 
wayside of life. 


The late J. P. Morgan once said he would rather 
loan a million dollars to a man of sound character, 
who had formed the habit of saving money, than he 
would a thousand dollars to a man without character, 
who was a spendthrift. 

Generally speaking, this is the attitude which the 
world takes toward all men who save money. 

It often happens that a small savings account of 
no more than two or three hundred dollars is sufficient 
to start one on the highway to financial independence. 
A few years ago a young inventor invented a 
household article which was unique and practical. He 
was handicapped, as inventors so often are, because he 
did not have the money to market his invention. 
Moreover, not having formed the savings habit he 
found it impossible to borrow money through banking 

His room-mate was a young machinist who had 
saved $200.00. He came to the inventor's aid with this 
small sum of money, and had enough of the articles 
manufactured to give them a start. They went out and 
sold, from house to house, the first supply, then came 
back and had another supply made up, and so on, until 
they had accumulated (thanks to the thrift and savings 
ability of the room-mate) a capital of $1,000.00. With 
this, plus some credit they secured, they bought the 
tools for manufacturing their own product. 

The young machinist sold his half interest in the 
business, six years later, for $250,000.00. He never 
would have handled this much money, during his 
entire life, had he not formed the habit of saving, 
which enabled him to come to the rescue of his 
inventor friend. 


This case might be multiplied a thousand times, 
with but slight variation as to details, as it is fairly 
descriptive of the beginning of many great fortunes 
that have been made and are now in the making, in the 
United States. 

It may seem like a sad, cruel fact, but it is a 
FACT none the less, that if you have no money, and 
have not developed the habit of saving, you are "out 
of luck" as far as availing yourself of the opportunity 
to make money is concerned. 

It can do no harm to repeat-in fact it should be 
repeated over and over again-that the real start of 
nearly all fortunes, whether great or small, is the 
formation of the habit of saving money! 

Get this basic principle firmly founded in your 
mind and you will be well on the road toward 
financial in dependence) 

It is a sad sight to see a man, well along in years, 
who has sentenced himself to the wearisome treadmill 
of hard labor all the days of his life because he has 
neglected forming the habit of saving money, yet there 
are millions of such men living, in the United States 
alone, today. 

The greatest thing in life is FREEDOM! 

There can be no real freedom without a 
reasonable degree of financial independence. It is a 
terrible thing to be compelled to be at a certain place, 
at a certain task (perhaps a task which one does not 
like) for a certain number of hours every working day 
of the week, for a whole life-time. In some ways this 
is the same as being in prison, since one's choice of 
action is always limited. It is really no better than 
being in prison with the privilege of a "trusty," and in 


some ways it is even worse because the man who is 
imprisoned has escaped the responsibility of providing 
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 habit of saving 
money, and then live up to that habit, no matter how 
much sacrifice it may require. There is no other way 
out for millions of people, and unless you are one of 
the rare exceptions this lesson and all these statements 
of fact are meant for YOU, and apply to you! 

Neither a borrower, nor a 

lender be: 
For loan oft loses both itself 

and friend, 
And borrowing dulls the edge 

of husbandry. 
This above all: to thine own 

self be true, 
And it must follow, as the 

night the day, 
Thou canst not then be false 

to any man. 










x x 




1 LAW OF „ 



X X 

U Teaching, for the First Time in the U 

y History of the World, the True Philos- y 

ophy upon which all Personal Success 

* is Built. * 


n n 

* 1928 * 






,i ™^^^ :x: •>^^<^^><i_5<^><L3<zz>^^<zz>^^^^^^<zz><zz>^^i;?v 

Copyright, 1928, by 

All Rights Reserved 

Printed in the U.S.A. 

Lesson Five 


WHEN you do not 
know what to do or 
which way to turn, 
smile. This will relax 
your mind and let the 
sunshine of happiness 
into your soul. 


Lesson Five 


"You Can Do It if You Believe You Can!" 

BEFORE 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. 

You will observe that the entire sixteen lessons 
harmonize and blend with each other so that they 
constitute a perfect chain that has been built, link by 
link, out of the factors that enter into the development 
of power through organized effort. 

You will observe, also, that the same fundamental 
principles of Applied Psychology form the foundation 
of each of these sixteen lessons, although different 
application is made of these principles in each of the 

This lesson, on Initiative and leadership, follows 
the lesson on Self-confidence for the reason that no 
one could become an efficient leader or take the 
initiative in any great undertaking without belief in 

Initiative and leadership are associated terms in 

this lesson for the reason that Leadership is essential 
for the attainment of Success, and Initiative is the 
very foundation upon which this necessary quality of 
Leadership is built. Initiative is as essential to success 
as a hub is essential to a wagon wheel. 

And what is Initiative? 

It is that exceedingly rare quality that prompts - 
nay, impels - a person to do that which ought to be 
done without being told to do it. Elbert Hubbard 
expressed himself on the subject of Initiative in the 

"The world bestows its big prizes, both in money 
and honors, for one thing, and that is Initiative. 

"What is initiative? I'll tell you: It is doing the 
right thing without being told. 

"But next to doing the right thing without being 
told is to do it when you are told once. That is say, 
'Carry the message to Garcia.' Those who can carry a 
message get high honors, but their pay is not always 
in proportion. 

"Next, there are those who do the right thing 
when necessity kicks them from behind, and these 'get 
indifference instead of honors, and a pittance for pay. 

"This kind spend most of the time polishing a 
bench with a hard luck story. 

"Then, still lower down in the scale than this we 
have the fellow who will not do the right thing even 
when someone goes along to show him how and stays 
to see that he does it; he is always out of a job, a 
receives the contempt he deserves, unless he has a 
rich pa, in which case destiny patiently waits around 
1 1 1 6 comer with a stuffed club. 

"To which class do you belong?" 

Inasmuch as you will be expected to take 
inventory of yourself and determine which of the 
fifteen factors of this course you need most, after you 
have completed the sixteenth lesson, it may be well if 
you begin to get ready for this analysis by answering 
the question that Elbert Hubbard has asked 

To which class do you belong? 

One of the peculiarities of Leadership is the fact 
that it is never found in those who have not acquired 
the habit of taking the initiative. Leadership is 
something that you must invite yourself into; it will 
never thrust itself upon you. If you will carefully 
analyze all leaders whom you know you will see that 
they not only exercised Initiative, but they went about 
their work with a definite purpose in mind. You will 
also see that they possessed that quality described in 
the third lesson of this course, Self-confidence. 

These facts are mentioned in this lesson for the 
reason that it will profit you to observe that 
successful people make use of all the factors covered 
by the sixteen lessons of the course; and, for the more 
important reason that it will profit you to understand 
thoroughly the principle of organized effort which this 
Reading Course is intended to establish in your mind. 

This seems an appropriate place to state that this 
course is not intended as a short-cut to success, nor is 
it intended as a mechanical formula that you may use 
in noteworthy achievement without effort on your 
part. The real value of the course lies in the use that 
you will make of it, and not in the course itself. The 
chief purpose of the course is to help you develop in 
yourself the fifteen qualities covered by the sixteen 

lessons of the course, and one of the most important 
of these qualities is Initiative, the subject of this 

We will now proceed to apply the principle upon 
which this lesson is founded by describing, in detail, 
just how it served successfully to complete a business 
transaction which most people would call difficult. 

In 1916 I needed $25,000.00 with which to create 
an educational institution, but I had neither this sum 
nor sufficient collateral with which to borrow it 
through the usual banking sources. Did I bemoan my 
fate or think of what I might accomplish if some rich 
relative or Good Samaritan would come to my rescue 
by loaning me the necessary capital? 

I did nothing of the sort! 

I did just what you will be advised, throughout 
this course, to do. First of all, I made the securing of 
this capital my definite chief aim. Second, I laid out a 
complete plan through which to transform this aim 
into reality. Backed by sufficient Self-confidence and 
spurred on by Initiative, I proceeded to put my plan 
into action. But, before the "action" stage of the plan 
had been reached, more than six weeks of constant, 
persistent study and effort and thought were embodied 
in it. If a plan is to be sound it must be built of 
carefully chosen material. 

You will here observe the application of the 
principle of organized effort, through the operation of 
which it is possible for one to ally or associate several 
interests in such a way that each of these interests is 
greatly strengthened and each supports all the others, 
just as one link in a chain supports all the other links. 

I wanted this $25,000.00 in capital for the pur- 

pose of creating a school of Advertising and 
Salesmanship. Two things were necessary for the 
organization of such a school. One was the $25,000.00 
capital, which I did not have, and the other was the 
proper course of instruction, which / did have. My 
problem was to ally myself with some group of men 
who needed that which I had, and who would supply 
the $25,000.00. This alliance had to be made through 
a plan that would benefit all concerned. 

After my plan had been completed, and I was 
satisfied that it was equitable and sound, I laid it 
before the owner of a well known and reputable 
business college which just then was finding 
competition quite keen and was badly in need of a 
plan for meeting this competition. 

My plan was presented in about these words: 

Whereas, you have one of the most reputable 
business 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 provided you 
with all the credit you need; and, 

Whereas, I have the plan that will help you meet 
this competition successfully. 

Be it resolved, that we ally ourselves through a 
plan that will give you that which you need and at the 
same time supply me with something which I need. 

Then I proceeded to unfold my plan, further, in 
these words: 

I have written a very practical course on 
Advertising and Salesmanship. Having built this 
course out of my actual experience in training and 
directing salesmen and my experience in planning and 

THE space you occupy 
and the authority you 
exercise may be meas- 

ured with mathematical 

exactness by the service 
you render. 


Directing many successful advertising campaigns, I 
have back of it plenty of evidence of its soundness. 

If you will use your credit in helping market this 
course I will place it in your business college, as one 
of the regular departments of your curriculum and take 
entire charge of this newly created department. No 
other business college in the city will be able to meet 
your competition, for the reason that no other college 
has such a course as this. The advertising that you do 
in marketing this course will serve, also, to stimulate 
the demand for your regular business course. You may 
charge the entire amount that you spend for this 
advertising, to my department, and the advertising bill 
will be paid out of that department, leaving you the 
accumulative advantage that will accrue to your other 
departments without cost to you. 

Now, I suppose you will want to know where I 
profit by this transaction, and I will tell you. I want 
you to enter into a contract with me in which it will 
be agreed that when the cash receipts from my 
department equal the amount that you have paid out or 
contracted to pay out for advertising, my department 
and my course in Advertising and Salesmanship 
become my own and I may have the privilege of 
separating this department from your school and 
running it under my own name. 

The plan was agreeable and the contract was 

(Please keep in mind that my definite purpose was 
to secure the use of $25,000.00 for which I had no 
security to offer.) 

In a little less than a year the Business College 
had paid out slightly more than $25,000.00 for 
advertising and marketing my course and the other ex- 


penses incidental to the operation of this newly 
organized department, while the department had 
collected and, turned back to the College, in tuition 
fees, a sum equaling the amount the College had 
spent, and I took the department over, as a going and 
self-sustaining business, according to the terms of my 

As a matter of fact this newly created department 
not only served to attract students for the other 
departments of the College, but at the same time the 
tuition fees collected through this new department 
were sufficient to place it on a self-sustaining basis 
before the end of the first year. 

Now you can see that while the College did not' 
loan me one penny of actual capital, it nevertheless 
supplied me with credit which served exactly the same 

I said that my plan was founded upon equity; that 
it contemplated a benefit to all parties concerned. The 
benefit accruing to me was the use of the $25,000.00, 
which resulted in an established and self-sustaining 
business by the end of the first year. The 

enefit accruing to the college was the students 
secured cured for its regular commercial and business 
course as a result of the money spent in advertising 
my department, all advertising having been done under 
the name of the College. 

Today that business college is one of the most 
successful schools of its kind, and it stands as a 
monument of sound evidence with which to 
demonstrate the value of allied effort. 

This incident has been related, not alone because 
it shows the value of initiative and leadership, but for 
the reason that it leads up to the subject covered by 


the next lesson of this Reading Course on the Law of 
Success, which is imagination. 

There are generally many plans through the 
operation of which a desired object may be achieved, 
and it often happens to be true that the obvious and 
usual methods employed are not the best. The usual 
method of procedure, in the case related, would have 
been that of borrowing from a bank. You can see that 
this method was impractical, in this case, for the 
reason that no collateral was available. 

A great philosopher once said: "Initiative is the 
pass-key that opens the door to opportunity. " 

I do not recall who this philosopher was, but I 
know that he was great because of the soundness of 
his statement. 

We will now proceed to outline the exact 
procedure that you must follow if you are to become a 
person of initiative and leadership. 

First: You must master the habit of 
procrastination and eliminate it from your make-up. 
This habit of putting off until tomorrow that which 
you should have done last week or last year or a score 
of years ago is gnawing at the very vitals of your 
being, and you can accomplish nothing until you 
throw it off. 

The method through which you eliminate 
procrastination is based upon a well known and 
scientifically tested principle of psychology which has 
been referred to in the two preceding lessons of this 
course as Autosuggestion. 

Copy 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 morning: 



Having chosen a definite chief aim as my life- 
work I now understand it to be my duty to transform 
this purpose into reality. 

Therefore, I will form the habit of taking some 
definite action each day that will carry me one step 
nearer the attainment of my definite chief aim. 

I know that procrastination is a deadly enemy of 
all who would become leaders in any undertaking, and 
I will eliminate this habit from my make-up by: 

{a) Doing some one definite thing each day, that 
ought to be done, without anyone telling me to do it. 

(b) Looking around until I find at least one thing 
that I can do each day, that I have not been in the 
habit of doing, and that will be of value to others, 
without expectation of pay. 

(c) Telling at least one other person, each day, of 
the value of practicing this habit of doing something 
that ought to be done without being told to do it. 

I can see that the muscles of the body become 
strong in proportion to the extent to which they are 
used, therefore I understand that the habit of initiative 
also becomes fixed in proportion to the extent that it 
is practiced. 

I realize that the place to begin developing the 
habit of initiative is in the small, commonplace things 
connected with my daily work, therefore I will go at 
my work each day as if I were doing it solely for the 
purpose of developing this necessary habit of 

I understand that by practicing this habit of 


taking the initiative in connection with my daily work 
I will be not only developing that habit, but I will also 
be attracting the attention of those who will place 
greater value on my services as a result of this 


Regardless of what you are now doing, every day 
brings you face to face with a chance to render some 
service, outside of the course of your regular duties, 
that will be of value to others. In rendering this 
additional service, of your own accord, you of course 
understand that you are not doing so with the object of 
receiving monetary pay. You are rendering this 
service because it provides you with ways and means 
of exercising, developing and making stronger the 
aggressive spirit of initiative which you must possess 
before you can ever become an outstanding figure in 
the affairs of your chosen field of life-work. 

Those who work for money alone, and who 
receive for their pay nothing but money, are always 
underpaid, no matter how much they receive. Money is 
necessary, but the big prizes of life cannot be 
measured in dollars and cents. 

No amount of money could possibly be made to 
take the place of the happiness and joy and pride that 
belong to the person who digs a better ditch, or builds 
a better chicken coop, or sweeps a cleaner floor, or 
cooks a better meal. Every normal person loves to 
create something that is better than the average. The 
joy of creating a work of art is a joy that cannot be 
replaced by money or any other form of material 

I have in my employ a young lady who opens, 


WHAT helped you 
over the great 

obstacles of life?" was 

asked of a highly succ- 

essful man. "The other 

obstacles," he replied. 


assorts and answers much of my personal mail. She 
began in my employ more than three years ago. Then 
her duties were to take dictation when she was asked 
to do so. Her salary was about the same as that which 
others receive for similar service. One day I dictated 
the following motto which I asked her to typewrite for 

Remember that your only limitation is the one 
that you set up in your own mind. 

As she handed the typewritten page back to me 
she said, "Your motto has given me an idea that is 
going to be of value to both you and me." 

I told her I was glad to have been of service to 
her. The incident made no particular impression on my 
mind, but from that day on I could see that it had 
made a tremendous impression on her mind. She began 
to come back to the office after supper and performed 
service that she was neither paid for nor expected to 
perform. Without anyone telling her to do it she began 
to bring to my desk letters that she had answered for 
me. She had studied my style and these letters were 
attended to as well as I could have done it; in some 
instances much better. She kept up this habit until my 
personal secretary resigned. When I began to look for 
someone to take his place, what was more natural than 
to turn to this young woman to fill the place. Before I 
had time to give her the position she took it on her 
initiative. My personal mail began to come to my desk 
with a new secretary's name attached, and she was that 
secretary. On her own time, after hours, without 
additional pay, she had prepared herself for the best 
position on my staff. 

But that is not all. This young lady became so 


noticeably efficient that she began to attract the 
attention of others who offered her attractive 
positions. I have increased her salary many times and 
she now receives a salary more than four times as 
large as the amount she received when she first went 
to work for me as an ordinary stenographer, and, to 
tell you the truth, I am helpless in the matter, because 
she has made herself so valuable to me that I cannot 
get along without her. 

That is initiative transformed into practical, 
understandable terms. I would be remiss in my duties 
if I failed to direct your attention to an advantage, 
other than a greatly increased salary, that this young 
lady's initiative has brought her. It has developed in 
her a spirit of cheerfulness that brings her happiness 
which most stenographers never know. Her work is not 
work-it is a great interesting game at which she is 
playing. Even though she arrives at the office ahead of 
the regular stenographers and remains there long after 
they have watched the clock tick off five o'clock and 
quitting time, her hours are shorter by far than are 
those of the other workers. Hours of labor do not drag 
on the hands of those who are happy at their work. 

This brings us to the next step in our description 
of the exact procedure that you must follow in 
developing initiative and leadership. 

Second: You of course understand that the only 
way to get happiness is by giving it away, to others. 
The same applies to the development of initiative. 
You can best develop this essential quality in yourself 
by making it your business to interest those around 
you in doing the same. It is a well known fact that a 


man learns best that which he endeavors to teach 
others. If a man embraces a certain creed or religious 
faith, the first thing he does is to go out and try to 
"sell" it to others. And in exact proportion to the 
extent to which he impresses others does he impress 

In the field of salesmanship it is a well known 
fact that no salesman is successful in selling others 
until he has first made a good job of selling himself. 
Stated conversely, no salesman can do his best to sell 
others without sooner or later selling himself that 
which he is trying to sell to others. 

Any statement that a person repeats over and over 
again for the purpose of inducing others to believe it, 
he, also, will come to believe, and this holds good 
whether the statement is false or true. 

You can now see the advantage of making it your 
business to talk initiative, think initiative, eat 
initiative, sleep initiative and practice initiative. By 
so doing you are becoming a person of initiative and 
leadership, for it is a well known fact that people will 
readily, willingly and voluntarily follow the person 
who shows by his actions that he is a person of 

In the place where you work or the community in 
which you live you come in contact with other people. 
Make it your business to interest every one of them 
who will listen to you, in the development of 
initiative. It will not be necessary for you to give your 
reasons for doing this, nor will it be necessary for you 
to announce the fact that you are doing it. Just go 
ahead and do it. In your own mind you will 
understand, of course, that you are doing it because 


this practice will help you and will, at least, do those 
whom you influence in the same practice no harm. 

If you wish to try an experiment that will prove 
both interesting and profitable to you, pick out some 
person of your acquaintance whom you know to be a 
person who never does anything that he is not 
expected to do, and begin selling him your idea of 
initiative. Do not stop by merely discussing the 
subject once; keep it up every time you have a 
convenient opportunity. Approach the subject from a 
different angle each time. If you go at this experiment 
in a tactful and forceful manner you will soon observe 
a change in the person on whom you are trying the 

And, you will observe something else of more 
importance still: You will observe a change in 

Do not fail to try this experiment. 

You cannot talk initiative to others without 
developing a desire to practice it yourself. Through 
the operation of the principle of Auto-suggestion 
every statement that you make to others leaves its 
imprint on your own subconscious mind, and this 
holds good whether your statements are false or true. 

You have often heard the saying: "He who lives 
by the sword will die by the sword." 

Properly interpreted, this simply means that we 
are constantly attracting to ourselves and weaving into 
our own characters and personalities those qualities 
which our influence is helping to create in others. If 
we help others develop the habit of initiative, we, in 
turn, develop this same habit. If we sow the seeds of 
hatred and envy and discouragement in others, we, in 
turn, develop these qualities in ourselves. This 
principle through which a man comes to resemble in 


his own nature those whom he most admires is fully 
brought out in Hawthorne's story, The Great Stone 
Face, a story that every parent should have his 
offspring read. 

We come, now, to the next step in our description 
of the exact procedure that you must follow in 
developing initiative and leadership. 

Third: Before we go further let it be understood 
what is meant by the term "Leadership," as it is used 
in connection with this Reading Course on the Law of 
Success. There are two brands of leadership, and one 
of them is as deadly and destructive as the other is 
helpful and constructive. The deadly brand, which 
leads not to success, but to absolute failure, is the 
brand adopted by pseudo-leaders who force their 
leadership on unwilling followers. It will not be 
necessary here to describe this brand or to point out 
the fields of endeavor in which it is practiced, with 
the exception of the field of war, and in this field we 
will mention but one notable example, that of 

Napoleon was a leader; there can be no doubt 
about this, but 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. 

It is not Napoleon's brand of leadership that is 
recommended in this course, although I will admit that 
Napoleon possessed all the necessary fundamentals for 
great leadership, excepting one-he lacked the spirit of 
helpfulness to others as an objective. His desire for 
the power that comes through leadership was based 
solely upon self-aggrandizement. His desire for 
leadership was built upon personal ambition and not 


CHERISH your visions 
and your dreams as they 
are the children of your 
soul; the blue-prints of 
your ultimate achieve- 



upon the desire to lift the French people to a higher 
and nobler station in the affairs of nations. 

The brand of leadership that is recommended 
through this course of instruction is the brand which 
leads to self-determination and freedom and self- 
development and enlightenment and justice. This is 
the brand that endures. For example, and as a contrast 
with the brand of leadership through which Napoleon 
raised himself into prominence, consider our own 
American commoner, Lincoln. The object of his 
leadership was to bring truth and justice and 
understanding to the people of the United States. Even 
though he died a martyr to his belief in this brand of 
leadership, his name has been engraved upon the heart 
of the world in terms of loving kindliness that will 
never bring aught but good to the world. 

Both Lincoln and Napoleon led armies in warfare, 
but the objects of their leadership were as different as 
night is different from day. If it would give you a 
better understanding of the principles upon which this 
Reading Course is based, you could easily be cited to 
leadership of today which resembles both the brand 
that Napoleon employed and that which Lincoln made 
the foundation of his life-work, but this is not 
essential; your own ability to look around and analyze 
men who take the leading parts in all lines of 
endeavor is sufficient to enable you to pick out the 
Lincoln as well as the Napoleon types. Your own 
judgment will help you decide which type you prefer 
to emulate. 

There can be no doubt in your mind as to the 
brand of leadership that is recommended in this 
Reading Course, and there should be no question in 


your mind as to which of the two brands described you 
will adopt as your brand. We make no 
recommendations on this subject, however, for the 
reason that this Reading Course has been prepared as 
a means of laying before its students the fundamental 
principles upon which power is developed, and not as 
a preachment on ethical conduct. We present both the 
constructive and the destructive possibilities of the 
principles outlined in this course, that you may 
become familiar with both, but we leave entirely to 
your own discretion the choice and application of 
these principles, believing that your own intelligence 
will guide you to make a wise selection. 


In every field of human endeavor, he that is first 
must perpetually live in the white light of publicity. 
Whether the leadership be vested in a man or in a 
manufactured product, emulation and envy are ever at 

In 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 man's work becomes a standard for the 
whole world, it also becomes a target for the shafts of 
the envious few. If his work be merely mediocre, he 
will be left severely alone - if he achieve a 
masterpiece, it will set a million tongues a-wagging. 

Jealousy does not protrude its forked tongue at 
the artist who produces a commonplace painting. 

*(With the compliments of the Cadillac Motor Car Co.) 


Whatsoever you write, or paint, or play, or sing 
or build, no one will strive to surpass or slander you, 
unless your work be stamped with the seal of a genius. 

Long, long after a great work or a good work has 
been done, those who are disappointed or envious 
continue to cry out that it cannot be done. 

Mean voices were raised against the author of the 
Law of Success before the ink was dry on the first 
textbooks. Poisoned pens were released against both 
the author and the philosophy the moment the first 
edition of the course was printed. 

Spiteful little voices in the domain of art were 
raised against our own Whistler as a mountebank, long 
after the big world acclaimed him its greatest artistic 

Multitudes flocked 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. 

The little world continued to protest that Fulton 
could never build a steamboat, while the big world 
flocked to the river banks to see his boat steam by. 

Small, narrow voices cried out that Henry Ford 
would not last another year, but above and beyond the 
din of their childish prattle Ford went silently about 
his business and made himself the richest and most 
powerful man on earth. 

The leader is assailed because he is a leader, and 
the effort to equal him is merely added proof of his 

Failing to equal or to excel, the follower seeks to 
depreciate and to destroy - but only confirms the 
superiority of that which he strives to supplant. 

There is nothing new in this. 


It is as old as the world and as old as the human 
passions - envy, fear, greed, ambition and the desire 
to surpass. 

And it all avails nothing. 

If the leader truly leads, he remains the LEADER! 

Master-poet, master-painter, master-workman, 
each in his turn is assailed, and each holds his laurels 
through the ages. 

That which is good or great makes itself known, 
no matter how loud the clamor of denial. 

A real leader cannot be slandered or damaged by 
lies of the envious, because all such attempts serve 
only to turn the spot-light on his ability, and real 
ability always finds a generous following. 

Attempts to destroy real Leadership is love's 
labor lost, because that which deserves to live, lives! 

We come back, now, to the discussion of the third 
step of the procedure that you must follow in 
developing initiative and leadership. This third step 
takes us back for a review of the principle of 
organized effort, as described in the preceding lessons 
of this course. 

You have already learned that no man can 
accomplish enduring results of a far-reaching nature 
without the aid and co-operation of others. You have 
already learned that when two or more persons ally 
themselves in any undertaking, in a spirit of harmony 
and understanding, each person in the alliance thereby 
multiplies his own powers of achievement. Nowhere is 
this principle more evidenced than it is in an industry 
or business in which there is perfect team-work be- 


tween the employer and the employees. Wherever you 
find this team-work you find prosperity and goodwill 
on both sides. 

Co-operation is said to be the most important 
word in the English language. It plays an important 
part in the affairs of the home, in the relationship of 
man and wife, parents and children. It plays an 
important part in the affairs of state. So important is 
this principle of co-operation that no leader can 
become powerful or last long who does not understand 
and apply it in his leadership. 

Lack of Co-operation has destroyed more 
business enterprises than have all other causes 
combined. In my twenty-five years of active business 
experience and observation I have witnessed the 
destruction of all manner of business enterprises 
because of dissension and lack of application of this 
principle of Co-operation. In the practice of law I 
have observed the destruction of homes and divorce 
cases without end as a result of the lack of Co- 
operation between man and wife. In the study of the 
histories of nations it becomes alarmingly obvious 
that lack of Co-operative effort has been a curse to the 
human race all back down the ages. Turn back the 
pages of these histories and study them and you will 
learn a lesson in Co-operation, that will impress itself 
indelibly upon your mind. 

You are paying, and your children and your 
children's children will continue to pay, for the cost of 
the most expensive and destructive war the world has 
ever known, because nations have not yet learned that 
a part of the world cannot suffer without damage and 
suffering to the whole world. 


SERVICE, Sacrifice 

and Self-Control are 

three words which 

must be well under- 

stood by the person 
who succeeds in doing 
something that is of 
help to the world. 


This same rule applies, with telling effect, in the 
conduct of modern business and industry. When an 
industry becomes disorganized and torn asunder by 
strikes and other forms of disagreement, both the 
employers and employees suffer irreparable loss. But, 
the damage does not stop here; this loss becomes a 
burden to the public and takes 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 burden, at this very moment, of 
lack of co-operation between contractors and builders 
and the workers. So uncertain has the relationship 
between the contractors and their employees become 
that the contractors will not undertake a building 
without adding to the cost an arbitrary sum sufficient 
to protect them in the event of labor troubles. This 
additional cost increases rents and places unnecessary 
burdens upon the backs of millions of people. In this 
instance the lack of co-operation between a few men 
places heavy and almost unbearable burdens upon 
millions of people. 

The same evil exists in the operation of our 
railroads. Lack of harmony and co-operation between 
the railroad management and the workers has made it 
necessary for the railroads to increase their freight 
and passenger rates, and this, in turn, has increased 
the cost of life's necessities to almost unbearable 
proportions. Here, again, lack of co-operation between 
a few leads to hardship for millions of people. 

These facts are cited without effort or desire to 
place the responsibility for this lack of co-operation, 
since the object of this Reading Course is to help its 
students get at facts. 


It may be truthfully stated that the high cost of 
living that everywhere manifests itself today has 
grown out of lack of application of the principle of 
co-operative leadership. Those who wish to decry 
present systems of government and industrial 
management may do so, but in the final analysis it 
becomes obvious to all except those who are not 
seeking the truth that the evils of government and of 
industry have grown out of lack of co-operation. 

Nor can it be truthfully said that all the evils of 
the world are confined to the affairs of state and 
industry. Take a look at the churches and you will 
observe the damaging effects of lack of co-operation. 
No particular church is cited, but analyze any church 
or group of churches where lack of co-ordination of 
effort prevails and you will see evidence of 
disintegration that limits the service those churches 
could render. For example, take the average town or 
small city where rivalry has sprung up between the 
churches and notice what has happened; especially 
those towns in which the number of churches is far out 
of proportion to the population. 

Through harmonized effort and through co- 
operation, the churches of the world could wield 
sufficient influence to render war an impossibility. 
Through this same principle of co-operative effort the 
churches and the leaders of business and industry 
could eliminate rascality and sharp practices, and all 
this could be brought about speedily. 

These possibilities are not mentioned in a spirit 
of criticism, but only as a means of illustrating the 
power of co-operation, and to emphasize my belief in 
the potential power of the churches of the world. So 


there will be no possibility of misinterpretation of my 
meaning in the reference that I have here made to the 
churches I will repeat that which I have so often said 
in person; namely, that had it not been for the 
influence of the churches no man would be safe in 
walking down the street. Men would be at each other's 
throat like wolves and civilization would still be in 
the pre-historic age. My complaint is not against the 
work that the churches have done, but the work that 
they could have done through leadership that was 
based upon the principle of co-ordinated, co-operative 
effort which would have carried civilization at least a 
thousand years ahead of where it is today. It is not yet 
too late for such leadership. 

That you may more fully grasp the fundamental 
principle of co-operative effort you are urged to go to 
the public library and read The Science of Power, by 
Benjamin Kidd. Out of scores of volumes by some of 
the soundest thinkers of the world that I have read 
during the past fifteen years, no single volume has 
given me such a full understanding of the possibilities 
of co-operative effort as has this book. In 
recommending that you read this book it is not my 
purpose to endorse the book in its entirety, for it 
offers some theories with which I am not in accord. If 
you read it, do so with an open mind and take from it 
only that which you feel you can use to advantage in 
achieving the object of your definite chief aim. The 
book will stimulate thought, which is the greatest 
service that any book can render. As a matter of fact 
the chief object of this Reading Course on the Law of 
Success is to stimulate deliberate thought: particularly 
that brand of thought that is free from bias and 


prejudice and is seeking truth no matter where or how 
or when it may be found. 

During the World War I was fortunate enough to 
listen to a great soldier's analysis of how to be a 
leader. This analysis was given to the student-officers 
of the Second Training Camp at Fort Sheridan, by 
Major C. A. Bach, a quiet, unassuming army officer 
acting as an instructor. I have preserved a copy of this 
address because I believe it to be one of the finest 
lessons on leadership ever recorded. 

The wisdom of Major Bach's address is so vital to 
the business man aspiring to leadership, or to the 
section boss, or to the stenographer, or to the foreman 
of the shop, or to the president of the works, that I 
have preserved it as a part of this Reading Course. It 
is my earnest hope that through the agency of this 
course this remarkable dissertation on leadership will 
find its way into the hands of every employer and 
every worker and every ambitious person who aspires 
to leadership in any walk of life. The principles upon 
which the address is based are as applicable to 
leadership in business and industry and finance as 
they are in the successful conduct of warfare. 

Major Bach spoke as follows: 

In a short time each of you men will control the 
lives of a certain number of other men. You will have 
in your charge loyal but untrained citizens, who look 
to you for instruction and guidance. Your word will be 
their law. Your most casual remark will be 
remembered. Your mannerisms will be aped. Your 
clothing, your carriage, your vocabulary, your manner 
of command will be imitated. 

When you join your organization you will find 


there a willing body of men who ask from you nothing 
more than the qualities that will command their 
respect, their loyalty and their obedience. 

They are perfectly ready and eager to follow you 
so long as you can convince them that you have these 
qualities. When the time comes that they are satisfied 
you do not possess them you might as well kiss 
yourself good-bye. Your usefulness in that 
organization is at an end. 

[How remarkably true this is in all manner of 

From the standpoint of society, the world may be 
divided into leaders and followers. The professions 
have their leaders, the financial world has its leaders. 
In all this leadership it is difficult, if not impossible, 
to separate from the element of pure leadership that 
selfish element of personal gain or advantage to the 
individual, without which any leadership would lose 
its value. 

It is in military service only, where men freely 
sacrifice their lives for a faith, where men are willing 
to suffer and die for the right or the prevention of a 
wrong, that we can hope to realize leadership in its 
most exalted and disinterested sense. Therefore, when 
I say leadership, I mean military leadership. 

In a few days the great mass of you men will 
receive commissions as officers. These commissions 
will not make you leaders; they will merely make you 
officers. They will place you in a position where you 
can become leaders if you possess the proper 
attributes. But you must make good, not so much with 
the men over you as with the men under you. 


MAKE excuses for 

the shortcomings of 
others, if you wish, 
but hold yourself to 

a strict account- 

ability if you would 
attain leadership in 
any undertaking. 


Men must and will follow into battle officers who 
are not leaders, but the driving power behind these 
men is not enthusiasm but discipline. They go with 
doubt and trembling that prompts the unspoken 
question, "What will he do next?" Such men obey the 
letter of their orders but no more. Of devotion to their 
commander, of exalted enthusiasm which scorns 
personal risk, of self-sacrifice to insure his personal 
safety, they know nothing. Their legs carry them 
forward because their brain and their training tell 
them they must go. Their spirit does not go with them. 

Great results are not achieved by cold, passive, 
unresponsive soldiers. They don't go very far and they 
stop as soon as they can. Leadership not only demands 
but receives the willing, unhesitating, unfaltering 
obedience and loyalty of other men; and a devotion 
that will cause them, when the time comes, to follow 
their uncrowned king to hell and back again, if 

You will ask yourselves: "Of just what, then, does 
leadership consist? What must I do to become a 
leader? What are the attributes of leadership, and how 
can I cultivate them?" 

Leadership is a composite of a number of 
qualities. [Just as success is a composite of the fifteen 
factors out of which this Reading Course was built.] 
Among the most important I would list Self- 
confidence, Moral Ascendency, Self-Sacrifice, 
Paternalism, Fairness, Initiative, Decision, Dignity, 

Self-confidence results, first, from exact know- 
ledge; second, the ability to impart that knowledge; 


and third, the feeling of superiority over others that 
naturally follows. All these give the officer poise. To 
lead, you must know! You may bluff all of your men 
some of the time, but you can't do it all the time. Men 
will not have confidence in an officer unless he knows 
his business, and he must know it from the ground up. 

The officer should know more about paper work 
than his first sergeant and company clerk put together; 
he should know more about messing than his mess 
sergeant; more about diseases of the horse than his 
troop farrier. He should be at least as good a shot as 
any man in his company. 

If the officer does not know, and demonstrates the 
fact that he does not know, it is entirely human for the 
soldier to say to himself, "To hell with him. He 
doesn't know as much about this as I do," and calmly 
disregard the instructions received. 

There is no substitute for accurate knowledge! 

Become so well informed that men will hunt you 
up to ask questions; that your brother officers will say 
to one another, "Ask Smith - he knows." 

And not only should each officer know 
thoroughly the duties of his own grade, but he should 
study those of the two grades next above him. A two- 
fold benefit attaches to this. He prepares himself for 
duties which may fall to his lot any time during battle; 
he further gains a broader viewpoint which enables 
him to appreciate the necessity for the issuance of 
orders and join more intelligently in their execution. 

Not only must the officer know but he must be 
able to put what he knows into grammatical, 
interesting, forceful English. He must learn to stand 
on his feet and speak without embarrassment. 


I am told that in British training camps student- 
officers are required to deliver ten minute talks on any 
subject they choose. That is excellent practice. For to 
speak clearly one must think clearly, and clear, 
logical thinking expresses itself in definite, positive 

While self-confidence is the result of knowing 
more than your men, Moral Ascendency over them is 
based upon your belief that you are the better man. To 
gain and maintain this ascendency you must have self- 
control, physical vitality and endurance and moral 
force. You must have yourself so well in hand that, 
even though in battle you be scared stiff, you will 
never show fear. For if by so much as a hurried 
movement or a trembling of the hands, or a change of 
expression, or a hasty order hastily revoked, you 
indicate your mental condition it will be reflected in 
your men in a far greater degree. 

In garrison or camp many instances will arise to 
try your temper and wreck the sweetness of your 
disposition. If at such times you "fly off the handle" 
you have no business to be in charge of men. For men 
in anger say and do things that they almost invariably 
regret afterward. 

An officer should never apologize to his men; 
also an officer should never be guilty of an act for 
which his sense of justice tells him he should 

Another element in gaining Moral Ascendency 
lies in the possession of enough physical vitality and 
endurance to withstand the hardships to which you and 
your men are subjected, and a dauntless spirit that 
enables you not only to accept them cheerfully but to 
minimize their magnitude. 


Make light of your troubles, belittle your trials 
and you will help vitally to build up within your 
organization an esprit whose value in time of stress 
cannot be measured. 

Moral force is the third element in gaining Moral 
Ascendency. To exert moral force you must live clean; 
you must have sufficient brain power to see the right 
and the will to do right. 

Be an example to your men! 

An officer can be a power for good or a power for 
evil. Don't preach to them - that will be worse than 
useless. Live the kind of life you would have them 
lead, and you will be surprised to see the number that 
will imitate you. 

A loud-mouthed, profane captain who is careless 
of his personal appearance will have a loud-mouthed, 
profane, dirty company. Remember what I tell you. 
Your company will be the reflection of yourself ! If you 
have a rotten company it will be because you are a 
rotten captain. 

Self-sacrifice is essential to leadership. You will 
give, give, all the time. You will give of yourself 
physically, for the longest hours, the hardest work and 
the greatest responsibility are the lot of the captain. 
He is the first man up in the morning and the last man 
in at night. He works while others sleep. 

You will give of yourself mentally, in sympathy 
and appreciation for the troubles of men in your 
charge. This one's mother has died, and that one has 
lost all his savings in a bank failure. They may desire 
help, but more than anything else they desire 
sympathy. Don't make the mistake of turning such men 


down with the statement that you have troubles of 
your own, for every time you do that you knock a 
stone out o f the foundation of your house. 

Your men are your foundation, and your house of 
leadership will tumble about your ears unless it rests 
securely upon them. Finally, you will give of your 
own slender financial resources. You will frequently 
spend your own money to conserve the health and 
well-being of your men or to assist them when in 
trouble. Generally you get your money back. Very 
frequently you must charge it off to profit and loss. 

Even so, it is worth the cost. 

When I say that paternalism is essential to 
leadership I use the term in its better sense. I do not 
now refer to that form of paternalism which robs men 
of initiative, self-reliance and self-respect. I refer to 
the paternalism that manifests itself in a watchful care 
for the comfort and welfare of those in your charge. 

Soldiers are much like children. You must see 
that they have shelter, food and clothing, the best that 
your utmost efforts can provide. You must see that 
they have food to eat before you think of your own; 
that they have each as good a bed as can be provided 
before you consider where you will sleep. You must 
be far more solicitous of their comfort than of your 
own. You must look after their health. You must 
conserve their strength by not demanding needless 
exertion or useless labor. 

And by doing all these things you are breathing 
life into what would be otherwise a mere machine. You 
are creating a soul in your organization that will 
make the mass respond to you as though it were one 
man. And that is esprit. 



NO accurate 

thinker will judge 
another person by 
that which the 
other person's 

enemies say about 


And when your organization has this esprit you 
will wake up some morning and discover that the 
tables have been turned; that instead of your 
constantly looking out for them they have, without 
even a hint from you, taken up the task of looking out 
for you. You will find that a detail is always there to 
see that your tent, if you have one, is promptly 
pitched; that the most and the cleanest bedding is 
brought to your tent; that from some mysterious 
source two eggs have been added to your supper when 
no one else has any; that an extra man is helping your 
men give your horse a supergrooming; that your 
wishes are anticipated; that every man is "Johnny-on- 
the-spot." And then you have arrived! 

You cannot treat all men alike! A punishment that 
would be dismissed by one man with a shrug of the 
shoulders is mental anguish for another. A company 
commander who, for a given offense, has a standard 
punishment that applies to all is either too indolent or 
too stupid to study the personality of his men. In his 
case justice is certainly blind. 

Study your men as carefully as a surgeon studies 
a difficult case. And when you are sure of your 
diagnosis apply the remedy. And remember that you 
apply the remedy to effect a cure, not merely to see 
the victim squirm. It may be necessary to cut deep, 
but when you are satisfied as to your diagnosis don't 
be diverted from your purpose by any false sympathy 
for the patient. 

Hand in hand with fairness in awarding 
punishment walks fairness in giving credit. Everybody 
hates a human hog. When one of your men has 
accomplished an especially creditable piece of work 


see that he gets the proper reward. Turn heaven and 
earth upside down to get it for him. Don't try to take it 
away from him and hog it for yourself. You may do 
this and get away with it, but you have lost the respect 
and loyalty of your men. Sooner or later your brother 
officers will hear of it and shun you like a leper. In 
war there is glory enough for all. Give the man under 
you his due. The man who always takes and never 
gives is not a leader. He is a parasite. 

There is another kind of fairness - that which will 
prevent an officer from abusing the privileges of his 
rank. When you exact respect from soldiers be sure 
you treat them with equal respect. Build up their 
manhood and self-respect. Don't try to pull it down. 

For an officer to be overbearing 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 strikes him in the face knowing full well that 
the man cannot strike back. 

Consideration, courtesy and respect from officers 
toward enlisted men are not incompatible with 
discipline. They are parts of our discipline. Without 
initiative and decision no man can expect to lead. 

In maneuvers you will frequently see, when an 
emergency arises, certain men calmly give instant 
orders which later, on analysis, prove to be, if not 
exactly the right thing, very nearly the right thing to 
have done. You will see other men in emergency 
become badly rattled; their brains refuse to work, or 
they give a hasty order, revoke it; give another, 
revoke that; in short, show every indication of being 
in a blue funk. 

Regarding the first man you may say: "That man 


is a genius. He hasn't had time to reason this thing 
out. He acts intuitively." Forget it! Genius is merely 
the capacity for taking infinite pains. The man who 
was ready is the man who has prepared himself. He 
has studied beforehand the possible situations that 
might arise; he has made tentative plans covering such 
situations. When he is confronted by the emergency he 
is ready to meet it. He must have sufficient mental 
alertness to appreciate the problem that confronts him 
and the power of quick reasoning to determine what 
changes are necessary in his already formulated plan. 
He must also have the decision to order the execution 
and stick to his orders. 

Any reasonable order in an emergency is better 
than no order. The situation is there. Meet it. It is 
better to do something and do the wrong thing than to 
hesitate, hunt around for the right thing to do and 
wind up by doing nothing at all. And, having decided 
on a line of action, stick to it. Don't vacillate. Men 
have no confidence in an officer who doesn't know his 
own mind. 

Occasionally you will be called upon to meet a 
situation which no reasonable human being could 
anticipate. If you have prepared yourself to meet other 
emergencies which you could anticipate, the mental 
training you have thereby gained will enable you to 
act promptly and with calmness. 

You must frequently act without orders from 
higher authority. Time will not permit you to wait for 
them. Here again enters the importance of studying 
the work of officers above you. If you have a 
comprehensive grasp of the entire situation and can 


form an idea of the general plan of your superiors, 
that and your previous emergency training will enable 
you to determine that the responsibility is yours and 
to issue the necessary orders without delay. 

The element of personal dignity is important in 
military leadership. Be the friend of your men, but do 
not become their intimate. Your men should stand in 
awe of you - not fear! If your men presume to become 
familiar it is your fault, and not theirs. Your actions 
have encouraged them to do so. And, above all things, 
don't cheapen yourself by courting their friendship or 
currying their favor. They will despise: you for it. If 
you are worthy of their loyalty and respect and 
devotion they will surely give all these without 
asking. If you are not, nothing that you can do will 
win them. 

It is exceedingly difficult for an officer to be 
dignified while wearing a dirty, spotted uniform and a 
three days' stubble of whiskers on his face. Such a 
man lacks self-respect, and self-respect is an essential 
of dignity. 

There may be occasions when your work entails 
dirty clothes and an unshaved face. Your men all look 
that way. At such times there is ample reason for your 
appearance. In fact, it would be a mistake to look too 
clean - they would think that you were, not doing your 
share. But as soon as this unusual occasion has passed 
set an example for personal neatness. 

And then I would mention courage. Moral courage 
you need as well as mental courage - that kind of 
moral courage which enables you to adhere without 
faltering to a determined course of action, which your 


judgment has indicated is the one best suited to secure 
the desired results. 

You will find many times, especially in action, 
that, after having issued your orders to do a certain 
thing, you will be beset by misgivings and doubts; you 
will see, or think you see, other and better means for 
accomplishing the object sought. You will be strongly 
tempted to change your orders. Don't do it until it is 
clearly manifested that your first orders were radically 
wrong. For, if you do, you will be again worried by 
doubts as to the efficacy of your second orders. 

Every time you change your orders without 
obvious reason you weaken your authority and impair 
the confidence of your men. Have the moral courage 
to stand by your order and see it through. 

Moral courage further demands that you assume 
the responsibility for your own acts. If your 
subordinates have loyally carried out your orders and 
the movement you directed is a failure the failure is 
yours, not theirs. Yours would have been the honor 
had it been successful. Take the blame if it results in 
disaster. Don't try to shift it to a subordinate and 
make him the goat. That is a cowardly act. 
Furthermore, you will need moral courage to 
determine the fate of those under you. You will 
frequently be called upon for recommendations for 
promotion or demotion of officers and non- 
commissioned officers in your immediate command. 

Keep clearly in mind your personal integrity and 
the duty you owe your country. Do not let yourself be 
deflected from a strict sense of justice by feelings of 
personal friendship. If your own brother is your sec- 


THERE is something 
wrong about the man 

whose wife and 

children do not greet 
him affectionately on 
his homecoming. 


and lieutenant, and you find him unfit to hold his 
commission, eliminate him. If you don't your lack of 
moral courage may result in the loss of valuable lives. 
If, on the other hand, you are called upon for a 
recommendation concerning a man whom, for personal 
reasons, you thoroughly dislike, do not fail to do him 
full justice. Remember that your aim is the general 
good, not the satisfaction of an individual grudge. 

/ am taking it for granted that you have physical 
courage. I need not tell you how necessary that is. 
Courage is more than bravery. Bravery is fearlessness 
- the absence of fear. The merest dolt may be brave, 
because he lacks the mentality to appreciate his 
danger; he doesn't know enough to be afraid. 

Courage, however, is that firmness of spirit, that 
moral backbone which, while fully appreciating the 
danger involved, nevertheless goes on with the 
undertaking. Bravery is physical; courage is mental 
and moral. You may be cold all over; your hands may 
tremble; your legs may quake; your knees be ready to 
give way-that is fear. If, nevertheless, you go forward; 
if, in spite of this physical defection you continue to 
lead your men against the enemy, you have courage. 
The physical manifestations of fear will pass away. 
You may never experience them but once. They are 
the "buck fever" of the hunter who tries to shoot his 
first deer. You must not give way to them. 

A number of years ago, while taking a course in 
demolitions, the class of which I was a member was 
handling dynamite. The instructor said, regarding its 
manipulation: "I must caution you gentlemen to be 
careful in the use of these explosives. One man has 


but one accident." And so I would caution you. If you 
give way to fear that will doubtless beset 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 never again have the opportunity of leading 
those men. 

Use judgment in calling on your men for displays 
of physical courage or bravery. Don't ask any man to 
go where you would not go yourself. If your common 
sense tells you that the place is too dangerous for you 
to venture into, then it is too dangerous for him. You 
know his life is as valuable to him as yours is to you. 

Occasionally some o f your men must be exposed 
to danger which you cannot share. A message must be 
taken across a fire-swept zone. You call for 
volunteers. If your men know you and know that you 
are "right" you will never lack volunteers, for they 
will know your heart is in your work, that you are 
giving your country the best you have, that you would 
willingly carry the message yourself if you could. 
Your example and enthusiasm will have inspired them. 

And, lastly, if you aspire to leadership, I would 
urge you to study men. 

Get under their skins and find out what is inside. 
Some men are quite different from what they appear to 
be on the surface. Determine the workings of their 

Much of General Robert E. Lee's success as a 
leader may be ascribed to his ability as a 
psychologist. He knew most of his opponents from 
West Point days; knew the workings of their minds; 
and he believed that they would do certain things 


under certain circumstances. In nearly every case he 
was able to anticipate their movements and block the 

You cannot know your opponent in this war in the 
same way. But you can know your own men. You can 
study each to determine wherein lies his strength and 
his weakness; which man can be relied upon to the last 
gasp and which cannot. 

Know your men, know your business, know 

In all literature you will not find a better 
description of leadership than this. Apply it to 
yourself, or to your business, or to your profession, or 
to the place where you are employed, and you will 
observe how well it serves as your guide. 

Major Bach's address is one that might well be 
delivered to every boy and girl who graduates in high 
school. It might well be delivered to every college 
graduate. It might well become the book of rules for 
every man who is placed in a position of leadership 
over other men, no matter in what calling, business or 

In Lesson Two you learned the value of a definite 
chief aim. Let it be here emphasized that your aim 
must be active and not passive. A definite aim will 
never be anything else but a mere wish unless you 
become a person of initiative and aggressively and 
persistently pursue that aim until it has been fulfilled. 

You can get nowhere without persistence, a fact 
which cannot be too often repeated. 

The difference between persistence and lack of it 
is the same as the difference between wishing for a 
thing and positively determining to get it. 


To become a person of initiative you must form 
the habit of aggressively and persistently following 
the object of your definite chief aim until you acquire 
it, whether this requires one year or twenty years. You 
might as well have no definite chief aim as to have 
such an aim without continuous effort to achieve it. 

You are not making the most of this course if you 
do not take some step each day that brings you nearer 
realization of your definite chief aim. Do not fool 
yourself, or permit yourself to be misled to believe 
that the object of your definite chief aim will matter - 
alive if you only wait. The materialization will come 
through your own determination, backed by your own 
carefully laid plans and your own initiative in putting 
those plans into action, or it will not come at all. 

One of the major requisites for Leadership is the 
power of quick and firm DECISION! 

Analysis of more than 16,000 people disclosed 
the fact that Leaders are always men of ready 
decision, even in matters of small importance, while 
the follower is NEVER a person of quick decision. 

This is worth remembering! 

The follower, in whatever walk of life you find 
him, is a man who seldom knows what he wants. He 
vacillates, procrastinates, and actually refuses to 
reach a decision, even in matters of the smallest 
importance, unless a Leader induces him to do so. 

To know that the majority of people cannot and 
will not reach decisions quickly, if at all, is of great 
help to the Leader who knows what he wants and has a 
plan for getting it. 

Here it will be observed how closely allied are 
the two laws covered by Lesson Two and this lesson. 


The Leader not only works with A DEFINITE CHIEF 
AIM, but he has a very definite plan for attaining the 
object of that aim. It will be seen, also, that the Law 
of Self-confidence becomes an important part of the 
working equipment of the Leader. 

The chief reason why the follower does not reach 
decisions is that he lacks the Self-confidence to do so. 
Every Leader makes use of the Law of a Definite 
Purpose, the Law of Self-confidence and the Law of 
Initiative and Leadership. And if he is an outstanding, 
successful Leader he makes use, also, of the Laws of 
Imagination, Enthusiasm, Self-Control, Pleasing 
Personality, Accurate Thinking, Concentration and 
Tolerance. Without the combined use of all these 
Laws no one may become a really great Leader. 
Omission of a single one of these Laws lessens the 
power of the Leader proportionately. 

A salesman for the LaSalle Extension University 
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 Management. 

When the salesman arrived at the prospective 
student's office he found the gentleman pecking out a 
letter by the two-finger method, on an antiquated 
typewriter. The salesman introduced himself, then 
proceeded to state his business and describe the 
course he had come to sell. 

The real estate man listened with apparent 

After the sales talk had been completed the 
salesman hesitated, waiting for some signs of "yes" or 
"no" from his prospective client. Thinking that 
perhaps he had not made the sales talk quite strong 
enough, he briefly went over the merits of the course 


NO man may become 

an accurate thinker 

until he learns how to 

separate mere gossip 

and information from 



he was selling, a second time. Still there was no 
response from the prospective student. 

The salesman then asked the direct question, 
"You want this course, do you not?" 

In a slow, drawling tone of voice, the real estate 
man replied: 

"Well, I hardly know whether I do or not." 

No doubt he was telling the truth, because he was 
one of the millions of men who find it hard to reach 

Being an able judge of human nature the salesman 
then arose, put on his hat, placed his literature back in 
his brief case and made ready to leave. Then he 
resorted to tactics which were somewhat drastic, and 
took the real estate man by surprise with this startling 

"I am going to take it upon myself to say 
something to you that you will not like, but it may be 
of help to you. 

"Take a look at this office in which you work 1 
The floor is dirty; the walls are dusty; the typewriter 
you are using looks as if it might be the one Mr. Noah 
used in the Ark during the big flood; your pants are 
bagged at the knees; your collar is dirty; your face is 
unshaved, and you have a look in your eyes that tells 
me you are defeated. 

"Please go ahead and get mad - that's just what I 
want you to do, because it may shock you into doing 
some thinking that will be helpful to you and to those 
who are dependent upon you. 

"I can see, in my imagination, the home in which 
you live. Several 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 look of defeat that yours do. This little 
woman whom you married has stuck by you but you 
have not made good in life as she had hoped, when 
you were first married, that you would. 

"Please remember that I am not now talking to a 
prospective student, because I would not sell you this 
course at THIS PARTICULAR MOMENT if you 
offered to pay cash in advance, because if I did you 
would not have the initiative to complete it, and we 
want no failures on our student list. 

"The talk I am now giving you will make it 
impossible, perhaps, for me ever to sell you anything, 
but it is going to do something for you that has never 
been done before, providing it makes you think. 

"Now, I will tell you in a very few words exactly 
why you are defeated; why you are pecking out letters 
on an old typewriter, in an old dirty office, in a little 

"All your life you have been forming the habit of 
dodging the responsibility of reaching decisions, until 
you have come, now, to where it is well-nigh 
impossible for you to do so. 

"If you had told me that you wanted the course, 
or that you did not want it, I could have sympathized 
with you, because I would have known that lack of 
funds was what caused you to hesitate, but what did 
you say? Why, you admitted you did not know whether 
you wanted it or not. 

"If you will think over what I have said I am sure 
you will acknowledge that it has become a habit with 
you to dodge the responsibility of reaching clear-cut 


decisions on practically all matters that affect you." 

The real estate man sat glued in his chair, with 
his under jaw dropped, his eyes bulged in 
astonishment, but he made no attempt to answer the 
biting indictment. 

The salesman said good-bye and started for the 

After he had closed the door behind him he again 
opened it, walked back in, with a smile on his face, 
took his seat in front of the astonished real estate 
man, and explained his conduct in this way: 

"I do not blame you at all if you feel hurt at my 
remarks. In fact I sort of hope that you have been 
offended, but now let me say this, man to man, that I 
think you have intelligence and I am sure you have 
ability, but you have fallen into a habit that has 
whipped you. No man is ever down and out until he is 
under the sod. You may be temporarily down, but you 
can get up again, and I am just sportsman enough to 
give you my hand and offer you a lift, if you will 
accept my apologies for what I have said. 

"You do not belong in this town. You would 
starve to death in the real estate business in this place, 
even if you were a Leader in your field. Get yourself a 
new suit of clothes, even if you have to borrow the 
money with which to do it, then go over to St. Louis 
with me and I will introduce you to a real estate man 
who will give you a chance to earn some money and at 
the same time teach you some of the important things 
about this line of work that you can capitalize later 

"If you haven't enough credit to get the clothes 
you need I will stand good for you at a store in St. 
Louis where I have a charge account. I am in earnest 


and my offer to help you is based upon the highest 
motive that can actuate a human being. I am 
successful in my own field, but I have not always been 
so. I went 'through just what you are now going 
through, but, the important thing is that I WENT 
THROUGH IT, and got it over with, JUST AS YOU 

"Will you come with me?" 

The real estate man started to arise, but his legs 
wobbled and he sank back into his chair. Despite the 
fact that he was a great big fellow, with rather 
pronounced manly qualities, known as the "he-man" 
type, his emotions got the better of him and he 
actually wept. 

He made a second attempt and got on his feet, 
shook hands with the salesman, thanked him for his 
kindness, and said he was going to follow the advice, 
but he would do so in his own way. 

Calling for an application blank he signed for the 
course on Salesmanship and Business Management, 
made the first payment in nickels and dimes, and told 
the salesman he would hear from him again. 

Three years later this real estate man had an 
organization of sixty salesmen, and one of the most 
successful real estate businesses in the city of St. 
Louis. The author of this course (who was advertising 
manager of the LaSalle Extension University at the 
time this incident happened) has been in this real 
estate man's office many times and has observed him 
over a period of more than fifteen years. He is an 
entirely different man from the person interviewed by 
the LaSalle salesman over fifteen years ago, and the 
thing that made him different is the same that will 


make YOU different: it is the power of DECISION 
which is so essential to Leadership. 

This real estate man is now a Leader in the real 
estate field. He is directing the efforts of other 
salesmen and helping them to become more efficient. 
This one change in his philosophy has turned 
temporary defeat into success. Every new salesman 
who goes to work for this man is called into his 
private office, before he is employed, and told the 
story of his own transformation, word for word just as 
it occurred when the LaSalle salesman first met him in 
his shabby little real estate office. 

Some eighteen years ago the author of this course 
made his first trip to the little town of Lumberport, W. 
Va. At that time the only means of transportation 
leading from Clarksburg, the largest near-by center, to 
Lumberport, was the Baltimore & Ohio Railroad and 
an interurban electric line which ran within three 
miles of the town; one could walk the three miles if he 

Upon arrival at Clarksburg I found that the only 
train going to Lumberport in the forenoon had already 
gone, and not wishing to wait for the later afternoon 
train I made the trip by trolley, with the intention of 
walking the three miles. On the way down the rain 
began to pour, and those three miles had to be 
navigated on foot, through deep yellow mud. When I 
arrived at Lumberport my shoes and pants were 
muddy, and my disposition was none the better for the 

The first person I met was V. L. Hornor, who was 


MASTERY of the 

Fifteen Laws of 

Success is the 

equivalent of an 
insurance policy 

against failure. 

-Samuel Gompers. 


then cashier of the Lumberport Bank. In a rather loud 
tone of voice I asked of him, "Why do you not get that 
trolley line extended from the junction over to 
Lumberport so your friends can get in and out of town 
without drowning in mud?" 

"Did you see a river with high banks, at the edge 
of the town, as you came in?" he asked. I replied that 
I had seen it. "Well," he continued, "that's the reason 
we have no street cars running into town. The cost of 
a bridge would be about $100,000.00, and that is more 
than the company owning the trolley line is willing to 
invest. We have been trying for ten years to get them 
to build a line into town." 

"Trying!" I exploded. "How hard have you tried?" 

"We have offered them every inducement we 
could afford, such as free right of way from the 
junction into the town, and free use of the streets, but 
that bridge is the stumbling block. They simply will 
not stand the expense. Claim they cannot afford such 
an expense for the small amount of revenue they 
would receive from the three mile extension." 

Then the Law of Success philosophy began to 
come to my rescue! 

I asked Mr. Hornor if he would take a walk over 
to the river with me, that we might look at the spot 
that was causing so much inconvenience. He said he 
would be glad to do so. 

When we got to the river I began to take 
inventory of everything in sight. I observed that the 
Baltimore & Ohio Railroad tracks ran up and down the 
river banks, on both sides of the river; that the county 
road crossed the river on a rickety wooden bridge, 
both approaches to which were over several strands of 


railroad track, as the railroad company had its 
switching yards at that point. 

While we were standing there a freight train 
blocked the crossing and several teams stopped on 
both sides of the train, waiting for an opportunity to 
get through. The train kept the road blocked for about 
twenty-five minutes. 

With this combination of circumstances in mind it 
required but little imagination to see that THREE 
DIFFERENT PARTIES were or could be interested in 
the building of the bridge such as would be needed to 
carry the weight of a street car. 

It was obvious that the Baltimore & Ohio 
Railroad Company would be interested in such a 
bridge, because that would remove the county road 
from their switching tracks, and save them a possible 
accident on the crossing, to say nothing of much loss 
of time and expense in cutting trains to allow teams to 

It was also obvious that the County 
Commissioners would be interested in the bridge, 
because it would raise the county road to a better 
level and make it more serviceable to the public. And, 
of course the street railway company was interested in 
the bridge, but IT DID NOT WISH TO PAY THE 

All these facts passed through my mind as I stood 
there and watched the freight train being cut for the 
traffic to pass through. 

A DEFINITE CHIEF AIM took place in my mind. 
Also, a definite plan for its attainment. The next day I 
got together a committee of townspeople, consisting 
of the mayor, councilmen and some leading citizens, 
and called on the Division Superintendent of the Bal- 


timore & Ohio Railroad Company, at Grafton. We 
convinced him that it was worth one third of the cost 
of the bridge to get the county road off his company's 
tracks. Next we went to the County Commissioners 
and found them to be quite enthusiastic over the 
possibility of getting a new bridge by paying for only 
one third of it. They promised to pay their one third 
providing we could arrange for the other two thirds. 

We then went to the president of the Traction 
Company that owned the trolley line, at Fairmont, and 
laid before him an offer to donate all the rights of way 
and pay for two thirds of the cost of the bridge 
providing he would begin building the line into town 
promptly. We found him receptive, also. 

Three weeks later a contract had been signed 
between the Baltimore & Ohio Railroad Company, the 
Monongahela Valley Traction Company and the 
County Commissioners of Harrison County, providing 
for the construction of the bridge, one third of its cost 
to be paid by each. 

Two months later the right of way was being 
graded and the bridge was under way, and three 
months after that street cars were running into 
Lumberport on regular schedule. 

This incident meant much to the town of 
Lumberport, because it provided transportation that 
enabled people to get in and out of the town without 
undue effort. 

It also meant a great deal to me, because it served 
to introduce me as one who "got things done." Two 
very definite advantages resulted from this 
transaction. The Chief Counsel for the Traction 
Company gave me a position as his assistant, and later 


on it was the means of an introduction which led to 
my appointment as the advertising manager of the 
LaSalle Extension University. 

Lumberport, W. Va., was then, and still is a small 
town, and Chicago was a large city and located a 
considerable distance away, but news of Initiative and 
Leadership has a way of taking on wings and 

Four of the Fifteen Laws of Success were 
combined in the transaction described, namely: A 
entered, somewhat, into the transaction, because I was 
not offered anything and in fact did not expect pay for 
what I did. 

To be perfectly frank I appointed myself to the 
job of getting the bridge built more as a sort of 
challenge to those who said it could not be done than I 
did with the expectation of getting paid for it. By my 
attitude I rather intimated to Mr. Hornor that I could 
get the job done, and he was not slow to snap me up 
and put me to the test. 

It may be helpful to call attention here to the part 
which IMAGINATION played in this transaction. For 
ten years the townspeople of Lumberport had been 
trying to get a street car line built into town. It must 
not be concluded that the town was without men of 
ability, because that would be inaccurate. In fact there 
were many men of ability in the town, but they had 
been making the mistake which is so commonly made 
by us all, of trying to solve their problem through one 
single source, whereas there were actually THREE 
SOURCES of solution available to them. 


$100,000.00 was too much for one company to 
assume, for the construction of a bridge, but when the 
cost was distributed between three interested parties 
the amount to be borne by each was more reasonable. 

The question might be asked: "Why did not some 
of the local townsmen think of this three-way 

In the first place they were so close to their 
problem that they failed to take a perspective, bird's- 
eye view of it, which would have suggested the 
solution. This, also, is a common mistake, and one 
that is always avoided by great Leaders. In the second 
place these townspeople had never before co-ordinated 
their efforts or worked as an organized group with the 
sole purpose in mind of finding a way to get a street 
car line built into town. This, also, is another common 
error made by men in all walks of life-that of failure 
to work in unison, in a thorough spirit of cooperation. 

I, being an outsider, had less difficulty in getting 
co-operative action than one of their own group might 
have had. Too often there is a spirit of selfishness in 
small communities which prompts each individual to 
think that his ideas should prevail. It is an important 
part of the Leader's responsibility to induce people to 
subordinate their own ideas and interests for the good 
of the whole, and this applies to matters of a civic, 
business, social, political, financial or industrial 

Success, no matter what may be one's conception 
of that term, is nearly always a question of one's 
ability to get others to subordinate their own 
individualities and follow a Leader. The Leader who 
has the Personality and the Imagination to induce his 


TIME is the mighty 

hand that rocks the 

eternal cradle of 

progress and nurses 
struggling humanity 

through that period 

when man needs 

protection against his 

own ignorance 


followers to accept his plans and carry them out 
faithfully is always an able Leader. 

The next lesson, on IMAGINATION, will take 
you still further into the art of tactful Leadership. In 
fact Leadership and Imagination are so closely allied 
and so essential for success that one cannot be 
successfully applied without the other. Initiative is the 
moving force that pushes the Leader ahead, but 
Imagination is the guiding spirit that tells him which 
way to go. 

Imagination enabled the author of this course to 
analyze the Lumberport bridge problem, break it up 
into its three component parts, and assemble these 
parts in a practical working plan. Nearly every 
problem may be so broken up into parts which are 
more easily managed, as parts, than they are when 
assembled as a whole. Perhaps one of the most 
important advantages of Imagination is that it enables 
one to separate all problems into their component 
parts and to reassemble them in more favorable 

It has been said that all battles in warfare are won 
or lost, not on the firing line, after the battle begins, 
but back of the lines, through the sound strategy, or 
the lack of it, used by the generals who plan the 

What is true of warfare is equally true in 
business, and in most other problems which confront 
us throughout life. We win or lose according to the 
nature of the plans we build and carry out, a fact 
which serves to emphasize the value of the Laws of 
Initiative and Leadership, Imagination, Self- 
confidence and a Definite Chief Aim. With the 
intelligent use of these four laws one may build plans, 
for any purpose whatsoever, which cannot be defeated 


by any person or group of persons who do not employ 
or understand these laws. 

There is no escape from the truth here stated! 

ORGANIZED EFFORT is effort which is directed 
according to a plan that was conceived with the aid of 
Imagination, guided by a Definite Chief Aim, and 
given momentum with Initiative and Self-confidence. 
These four laws blend into one and become a power in 
the hands of a Leader. Without their aid effective 
leadership is impossible. 

You are now ready for the lesson on Imagination. 
Read that lesson with the thought in mind of all that 
has been here stated and it will take on a deeper 














An After-the-Lesson Visit With the Author 

If you must give expression to prejudice and 
hatred and intolerance, do not speak it, but 
write it; write it in the sands, near the water's 

When the dawn of Intelligence shall spread over 
the eastern horizon of human progress, and 
Ignorance and Superstition shall have left their 
last footprints on the sands of time, it will be 
recorded in the last chapter of the book of man's 
crimes that his most grievous sin was that of 

The bitterest intolerance grows out of religious, 
racial and economic prejudices and differences of 
opinion. How long, O God, until we poor mortals 
will understand the folly of trying to destroy one 
another because we are of different religious 
beliefs and racial tendencies? 

Our allotted time on this earth is but a fleeting 
moment. Like a candle, we are lighted, shine for a 
moment, and flicker out. Why can we not learn to 
so live during this brief earthly visit that when 
the great Caravan called Death draws up and 


announces this visit completed we will be ready to 
fold our tents and silently follow out into the 
great unknown without fear and trembling? 
I am hoping that I will find no Jews or Gentiles, 
Catholics or Protestants, Germans, Englishmen or 
Frenchmen when I shall have crossed the bar to 
the other side. I am hoping that I will find there 
only human Souls, Brothers and Sisters all, 
unmarked by race, creed or color, for I shall want 
to be done with intolerance so I may rest in peace 
throughout eternity. 

YOU will see at the top of the previous page a 
picture which describes the futility of combat. 

The two male deer have engaged in a fight to the 
finish, each believing that he will be the winner. Off 
at the side the female awaits the victor, little 
dreaming that tomorrow the bones of both combatants 
will be bleaching in the sun. 

"Poor foolish animals," someone will say. 
Perhaps, but not very different from the man family. 
Man engages his brothers in mortal combat because of 
competition. The three major forms of competition are 
sex, economic and religious in nature. 

Twenty years ago a great educational institution 
was doing a thriving business and rendering a worthy 
service to thousands of students. The two owners of 
the school married two beautiful and talented young 
women, who were especially accomplished in the art 
of piano playing. The two wives became involved in 
an argument as to which one was the more 
accomplished in this art. The disagreement was taken 


up by each of the husbands. They became bitter 
enemies. Now the bones of that once prosperous 
school "lie bleaching in the sun." 

The two bucks shown in the picture above locked 
horns over the attention of the doe. The two "man 
bucks" locked horns over the selfsame impulse. 

In one of the great industrial plants two young 
foremen "locked horns" because one received a 
promotion which the other believed he should have 
had. For more than five years the silent undertow of 
hatred and intolerance showed itself. The men under 
each of the foremen became inoculated with the spirit 
of dislike which they saw cropping out in their 
superiors. Slowly the spirit of retaliation began to 
spread over the entire plant. The men became divided 
into little cliques. Production began to fall off. Then 
came financial difficulty and finally bankruptcy for 
the company. 

Now the bones of a once prosperous business "lie 
bleaching in the sun," and the two foremen and 
several thousand others were compelled to start all 
over again, in another field. 

Down in the mountains of West Virginia lived 
two peaceful families of mountain-folk - the Hatfields 
and the McCoys. They had been friendly neighbors for 
three generations. A razor-back pig belonging to the 
McCoy family crawled through the fence into the 
Hatfield family's corn field. The Hatfields turned their 
hound loose on the pig. The McCoys retaliated by 
killing the dog. Then began a feud that has lasted for 


three generations and cost many lives of the Hatfields 
and McCoys. 

In a fashionable suburb of Philadelphia certain 
gentlemen of wealth have built their homes. In front 
of each house the word "INTOLERANCE" is written. 
One man builds a high steel fence in front of his 
house. The neighbor next to him, not to be outdone, 
builds a fence twice as high. Another buys a new 
motor car and the man next door goes him one better 
by purchasing two new cars. One remodels his house 
adding a colonial style porch. The man next door adds 
a new porch and a Spanish style garage for good 
measure. The big mansion on top of the hill gives a 
reception which brings a long line of motor cars filled 
with people who have nothing in particular in common 
with the host. Then follows a series of "receptions" all 
down the "gold-coast" line, each trying to outshine all 
the others. 

The "Mister" (but they don't call him that in 
fashionable neighborhoods) goes to business in the 
back seat of a Rolls Royce that is managed by a 
chauffeur and a footman. Why does he go to business? 
To make money, of course! Why does he want more 
money when he already has millions of dollars? So he 
can keep on out-doing his wealthy neighbors. 

Poverty has some advantages - it never drives 
those who are poverty-stricken to "lock horns" in the 
attempt to out-poverty their neighbors. 

Wherever you see men with their "horns locked" 
in conflict you may trace the cause of the combat to 
one of the three causes of intolerance - religious 
difference of opinion, economic competition or sex 


The next time you observe two men engaged in 
any sort of hostility toward each other, just close your 
eyes and THINK for a moment and you may see them, 
in their transformed nature, very much resembling the 
male deer shown in the picture above. Off at one side 
you may see the object of the combat - a pile of gold, 
a religious emblem or a female (or females). 

Remember, the purpose of this essay is to tell 
some of the TRUTH about human nature, with the 
object of causing its readers to THINK. Its writer 
seeks no glory or praise, and likely he will receive 
neither in connection with this particular subject. 

Andrew Carnegie and Henry C. Frick did more 
than any other two men to establish the steel industry. 
Both made millions of dollars for themselves. Came 
the day when economic intolerance sprang up between 
them. To show his contempt for Frick, Carnegie built 
a tall sky-scraper and named it the "Carnegie 
Building." Frick retaliated by erecting a much taller 
building, alongside of the Carnegie Building, naming 
it the "Frick Building." 

These two gentlemen "locked horns" in a fight to 
the finish, Carnegie lost his mind, and perhaps more, 
for all we of this world know. What Frick lost is 
known only to himself and the keeper of the Great 
Records. In memory their "bones lie bleaching in the 
sun" of posterity. 

The steel men of today are managing things 
differently. Instead of locking horns they now 
"interlock directorates," with the result that each is 
Practically a solidified, strong unit of the whole 
industry. The steel men of today understand the dif- 


ference between the meaning of the words 


which the remainder of us would do well to 
understand, also. 

In England the men who own the mines and those 
who run the labor unions "locked horns." Had not the 
cooler heads unlocked those horns the bones of the 
British empire (including both the owners of industry 
and the labor unions) should soon have lain 
"bleaching in the sun." One year of open combat 
between the unions and the owners of industry, in 
Great Britain, would have meant annihilation of the 
British empire. The other nations of the world would 
have grabbed all the economic machinery now 
controlled by Britain. 

Let the leaders of American industry and 
unionism not forget! 

Fifteen factors enter into the attainment of 
SUCCESS. One of these is TOLERANCE. The other 
fourteen are mentioned many times in this series of 

Intolerance binds man's legs with the shackles of 
IGNORANCE and covers his eyes with the scales of 
FEAR AND SUPERSTITION. Intolerance closes the 
book of knowledge and writes on the cover "Open not 
this book again. The last word has been herein 

It is not your DUTY to be tolerant; it is your 

Remember, as you read this article, that sowing 


the seed of INTOLERANCE is the sole and exclusive 
business of some men. All wars and all strikes and all 
other forms of human suffering bring profit to SOME. 
If this were not true there would be no wars or strikes 
or other similar forms of hostility. 

In the United States today there is a well 
organized system of propaganda, the object of which 
is to stir up strife and hostility between the owners of 
industries and those who work in those industries. 
Take another look at the picture at the beginning of 
this article and you may see what will happen to all 
who lock horns in labor disagreements, and remember 
that it is always the bones of the workers (and not 
those of the leaders of either the unions or the 
industries) that "lie bleaching in the sun" after the 
fight is over. 

When you feel yourself preparing to "lock horns" 
with someone remember that it will be more profitable 
if you LOCK HANDS instead! A warm, hearty hand- 
shake leaves no bones bleaching in the sun. 

"LOVE is the only bow on life's dark cloud. It is 
the Morning and the Evening Star. It shines upon the 
cradle of the babe, and sheds its radiance upon the 
quiet tomb. It is the mother of Art, inspirer of poet, 
patriot and philosopher. It is the air and light of every 
heart, builder of every home, kindler of every fire on 
every hearth. It was the first to dream of immortality. 
It fills the world with melody, for Music is the voice 
of Love. Love is the magician, the enchanter, that 
changes worthless things to joy, and makes right royal 
kings and queens of common clay. It is the perfume of 


the wondrous flower - the heart - and without that 
sacred passion, that divine swoon, we are less than 
beasts; but with it, earth is heaven and we are gods" 

- Ingersoll. 

Cultivate LOVE for your fellow man and you will 
no longer want to lock horns with him in futile 
combat. Love makes every man his brother's keeper. 

Love, indeed, is light from heaven; 
A spark of that immortal fire 
With angels shared, by Allah given, 
To lift from earth our low desire. 
Devotion wafts the mind above, 
But heaven itself descends in love; 
A feeling from the Godhead caught, 
To wean from self each sordid thought; 
A ray of Him who form'd the whole; 
A glory circling round the soul: 

- Byron. 





x x 




1 LAW OF „ 



X X 

U Teaching, for the First Time in the U 

y History of the World, the True Philos- y 

ophy upon which all Personal Success 

* is Built. * 


n n 

* 1928 * 






,i ™^^^ :x: •>^^<^^><i_5<^><L3<zz>^^<zz>^^^^^^<zz><zz>^^i;?v 

Copyright, 1928, by 

All Rights Reserved 

Printed in the U.S.A. 

Lesson Six 









- Socrates 


Lesson Six 


"You Can Do It if You Believe You Can!" 

IMAGINATION is the workshop of the human 
mind wherein old ideas and established facts may be 
reassembled into new combinations and put to new 
uses. The modern dictionary defines imagination as 

"The act of constructive intellect in grouping the 
materials of knowledge or thought into new, original 
and rational systems; the constructive or creative 
faculty; embracing poetic, artistic, philosophic, 
scientific and ethical imagination. 

"The picturing power of the mind; the formation 
of mental images, pictures, or mental representation of 
objects or ideas, particularly of objects of sense 
perception and of mathematical reasoning! also the 
reproduction and combination, usually with more or 
less irrational or abnormal modification, of the images 
or ideas of memory or recalled facts of experience." 

Imagination has been called the creative power of 
the soul, but this is somewhat abstract and goes more 
deeply into the meaning than is necessary from the 

viewpoint of a student of this course who wishes to 
use the course only as a means of attaining material or 
monetary advantages in life. 

If you have mastered and thoroughly understood 
the preceding lessons of this Reading Course you 
know that the materials out of which you built your 
definite chief aim were assembled and combined in 
your imagination. You also know that self-confidence 
and initiative and leadership must be created in your 
imagination before they can become a reality, for it is 
in the workshop of your imagination that you will put 
the principle of Auto-suggestion into operation in 
creating these necessary qualities. 

This lesson on imagination might be called the 
"hub" of this Reading Course, because every lesson of 
the course leads to this lesson and makes use of the 
principle upon which it is based, just as all the 
telephone wires lead to the exchange office for their 
source of power. You will never have a definite 
purpose in life, you will never have self-confidence, 
you will never have initiative and leadership unless 
you first create these qualities in your imagination 
and see yourself in possession of them. 

Just as the oak tree develops from the germ that 
lies in the acorn, and the bird develops from the germ 
that lies asleep in the egg, so will your material 
achievements grow out of the organized plans that you 
create in your imagination. First comes the thought; 
then, organization of that thought into ideas and 
plans; then transformation of those plans into reality. 
The beginning, as you will observe, is in your 

The imagination is both interpretative and 
creative in nature. It can examine facts, concepts and 

ideas, and it can create new combinations and plans 
out of these. 

Through its interpretative capacity the 
imagination has one power not generally attributed to 
it; namely, the power to register vibrations and 
thought waves that are put into motion from outside 
sources, just as the radio-receiving apparatus picks up 
the vibrations of sound. The principle through which 
this interpretative 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 explained in the 
Introductory Lesson of this course. 

Telepathy is an important factor to a student who 
is preparing to make effective use of imagination, for 
the reason that this telepathic capacity of the 
imagination is constantly picking up thought waves 
and vibrations of every description. So-called "snap- 
judgment" and "hunches," 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 waves that have registered in 
the imagination. 

The recently developed radio apparatus has 
enabled us to understand that the elements of the ether 
are so sensitive and alive that all manner of sound 
waves are constantly flying here and there with 
lightning-like speed. You have only to understand the 
modern radio outfit to understand, also, the principle 
of telepathy. So well has this principle been 
established, through psychological research, that we 
have abundance of proof that two minds which are 

properly attuned and in harmony with each other may 
send and receive thought at long distances without the 
aid of mechanical apparatus of any sort. Rarely have 
two minds become so well attuned that unbroken 
chains of thought could be registered in this manner, 
but there is evidence sufficient to establish the fact 
that parts of organized thought have been picked up. 

That you may understand how closely interwoven 
are the fifteen factors upon which this Reading Course 
is based, consider, for example, what happens when a 
salesman who lacks confidence in himself, and in his 
goods, walks in to see a prospective buyer. Whether 
the prospective buyer is conscious of it or not, his 
imagination immediately "senses" that lack of 
confidence in the salesman's mind. The salesman's 
own thoughts are actually undermining his efforts. 
This will explain, from another angle, why self- 
confidence 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 like attracts like, explain 
many a failure. If the mind has a tendency to attract 
from the ether those thought vibrations which 
harmonize with the dominating thoughts of a given 
mind, you can easily understand why a negative mind 
that dwells upon failure and lacks the vitalizing force 
of self-confidence would not attract a positive mind 
that is dominated by thoughts of success. 

Perhaps these explanations are somewhat abstract 
to the student who has not made any particular study 
of the functioning processes of the mind, but it seems 
necessary to inject them into this lesson as a means of 
enabling the student to understand and make practical 

use of the subject of this lesson. The imagination is 
too often regarded merely as an indefinite, 
untraceable, indescribable something that does 
nothing but create fiction. It is this popular disregard 
of the powers of the imagination that has made 
necessary these more or less abstract references to one 
of the most important subjects of this course. Not only 
is the subject of imagination an important factor in 
this course; but, it is one of the most interesting 
subjects, as you will observe when you begin to see 
how it affects all that you do toward the achievement 
of your definite chief aim. 

You will see how important is the subject of 
imagination when you stop to realize that it is the 
only thing in the world over which you have absolute 
control. Others may deprive you of your material 
wealth and cheat you in a thousand ways, but no man 
can deprive you of the control and use of your 
imagination. Men may deal with you unfairly, as men 
often do; they may deprive you of your liberty, but 
they cannot take from you the privilege of using your 
imagination as you wish. 

The most inspiring poem in all literature was 
written by Leigh Hunt, while he was a poverty- 
stricken prisoner in an English prison, where he had 
been unjustly confined because of his advanced views 
on politics. This poem is entitled Abou Ben Adhem, 
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 forgive those who have dealt unjustly with him: 

Abou Ben Adhem (may his tribe increase) 

Awoke one night from a deep dream of peace, 














And saw within the moonlight of his room, 

Making it rich and like a lily in bloom, 

An angel writing in a book of gold, 

Exceeding peace had made Ben Adhem bold, 

And to the presence in the room he said: 

"What writest thou?" - the vision raised its head, 

And, with a look made of all sweet accord, 

Answered, "The names of those who love the Lord." 

"And is mine one?" said Abou. "Nay, not so," 

Replied the angel, - Abou spoke more low, 

But cheerily still; and said, "I pray thee, then, 

Write me as one that loves his fellow men." 

The angel wrote, and vanished. The next night 

It came again, with a great wakening light, 

And showed the names whom love of God had blessed, 

And, lo! Ben Adhem's name led all the rest! 

Civilization, itself, owes its existence to such 
men as Leigh Hunt, in whose fertile imaginations have 
been pictured the higher and nobler standards of 
human relationship. Abou Ben Adhem is a poem that 
will never die, thanks to this man who pictured in his 
imagination the hope of an ideal that is constructive. 

The major trouble with this world today lies in 
our lack of understanding of the power of 
imagination, for if we understood this great power we 
could use it as a weapon with which to wipe out 
poverty and misery and injustice and persecution, and 
this could be done in a single generation. This is a 
rather broad statement, and no one understands better 
than the author of this course how useless such a 
statement would be if the principle upon which it is 
founded were not explained in terms of the most 


practical, workaday nature; therefore, let us proceed 
to describe what is meant. 

To make this description understandable we must 
accept as a reality the principle of telepathy, through 
the operation of which every thought we release is 
registering itself in the minds of other people. We 
need devote no time to proving that telepathy is a 
reality, for the reason that this lesson on imagination 
cannot be of the slightest value to the student who has 
not sufficiently informed himself to understand and 
accept telepathy as an established principle. We will 
take it for granted that you are one who accepts and 
understands this principle. 

You have often heard of "mob psychology," 
which is nothing more nor less than some strong, 
dominating idea that has been 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 mob psychology that two 
men fighting in the street will often start a "free-for- 
all" fight in which by-standers will engage each other 
in battle without even knowing what they are fighting 
about, or with whom they are fighting. 

On armistice day, 1918, we had evidence in 
abundance to prove the reality of the principle of 
telepathy, on a scale such as the world had never 
before witnessed. I remember, distinctly, the 
impression made on my mind on that eventful day. So 
strong was this impression that it awakened me at 
about 3:00 o'clock in the morning, just as effectively 
as if someone had aroused me by physical force. As I 
sat up in bed I knew that something out of the 
ordinary had happened, and so strange and impelling 


was the effect of this experience that I got up, dressed 
myself and went out in the streets of Chicago, where I 
was met by thousands of others who had felt the touch 
of the same influence. Everyone was asking: "What 
has happened? " 

What had happened was this: 

Millions of men had received instructions to 
cease fighting, and their combined joy set into motion 
a thought wave that swept the entire world and made 
itself felt in every normal mind that was capable of 
registering this thought wave. Perhaps never in the 
history of the world had so many millions of people 
thought of the same thing, in the same manner, at the 
same time. For once in the history of the world 
everybody felt something in common, and the effect of 
this harmonized thought was the world-wide "mob 
psychology" that we witnessed on armistice day. In 
connection with this statement it will be helpful if you 
recall what was said about the method of creating a 
"Master Mind," through the harmony of thought of two 
or more persons, in the Introductory Lesson of this 

We will bring the application of this principle a 
little nearer home by showing how it may be made to 
make or break the harmonious working relationship of 
a business or industry. You may not have 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 "mob" 
psychological condition that was everywhere in 
evidence on armistice day, but you will need no proof 
that a disgruntled person always disturbs everyone 
with whom he comes in contact. It is a well 


established fact that one such person in a place of 
employment will disrupt the entire organization. The 
time is almost at hand when neither the workers nor 
the employers will tolerate the typical "grouch" inside 
of a place of employment, for the reason that his state 
of mind registers itself in the minds of those about 
him, resulting in distrust, suspicion and lack of 
harmony. The time is near at hand when the workers 
in a place of employment will no more tolerate one of 
their own rank and file who is a typical "grouch" than 
they would a poisonous snake. 

Apply the principle in another way: Place among 
a group of workers one person whose personality is of 
the positive, optimistic type, and who makes it his 
business to sow the seeds of harmony around the place 
where he works, and his influence will reflect itself in 
every person who works with him. 

If every business is "the extended shadow of one 
man" as Emerson stated, then it behooves that one 
man to reflect a shadow of confidence and good cheer 
and optimism and harmony, that these qualities may, 
in turn, reflect themselves in all who are connected 
with the business. 

In passing to the next step in our application of 
the power of imagination in the attainment of success 
we will cite some of the most recent and modern 
examples of its use in the accumulation of material 
wealth and the perfection of some of the leading 
inventions of the world. 

In approaching this next step it should be borne 
ill mind that "there is nothing new under the sun." 
Lift, on this earth may be likened to a great 
kaleidoscope before which the scenes and facts and 


material substances are ever shifting and changing, 
and all any man can do is to take these facts and 
substances and re-arrange them in new combinations. 

The process through which this is done is called 

We have stated that the imagination is both 
interpretative and creative in its nature. It can receive 
impressions or ideas and out of these it can form new 

As our first illustration of the power of 
imagination in modern business achievement, we will 
take the case of Clarence Saunders, who organized the 
Piggly-Wiggly system of self-help grocery stores. 

Saunders was a grocery clerk 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 never earned more than $20.00 a 
week before that time, and no one had ever noticed 
anything about him that indicated unusual ability, but 
something took place in his mind, as he stood in that 
line of waiting people, that put his imagination to 
work. With the aid of his imagination he lifted that 
"self-help" idea out of the cafeteria in which he found 
it (not creating anything new, merely shifting an old 
idea into a new use) and set it down in a grocery 
store. In an instant the Piggly-Wiggly chain-store 
grocery plan had been created and Clarence Saunders 
the twenty-dollar-a-week grocery clerk rapidly became 
the million-dollar chain-store groceryman of America. 

Where, in that transaction, do you see the 
slightest indication of a performance that you could 
not duplicate? 


IT will make a big 
difference to you 
whether you are a 
person with a 

message or a person 

with a grievance. 


Analyze this transaction and measure it by the 
previous lessons of this course and you will see that 
Clarence Saunders created a very definite purpose. He 
supported this purpose with sufficient self-confidence 
to cause him to take the initiative to transform it into 
reality. His imagination was the workshop in which 
these three factors, definite purpose, self-confidence 
and initiative were brought together and made to 
supply the momentum for the first step in the 
organization of the Piggly-Wiggly plan. 

Thus are great ideas changed into realities. 

When Thomas A. Edison invented the 
incandescent electric light bulb he merely brought 
together two old, well known principles and 
associated them in a new combination. Mr. Edison and 
practically all others who were informed on the 
subject of electricity, knew that a light could be 
produced by heating a small wire with electricity, but 
the difficult problem was to do this without burning 
the wire in two. In his experimental research Mr. 
Edison tried out every conceivable sort of wire, 
hoping to find some substance that would withstand 
the tremendous heat to which it had to be subjected 
before a light could be produced. 

His invention was half completed, but it was of 
no practical value until he could find the missing link 
that would supply the other half. After thousands of 
tests and much combining of old ideas in his 
imagination, Edison finally found this missing link. In 
his study of physics he had learned, as all other 
students of this subject learn, that there can be no 
combustion without the presence of oxygen. He of 
course knew that the difficulty with his electric light 
apparatus was the lack of a method through which to 


control the heat. When it occurred to him that there 
could be no combustion where there was no oxygen he 
placed the little wire of his electric light apparatus 
inside of a glass globe, shut out all the oxygen, and 
lo! the mighty incandescent light was a reality. 

When the sun goes down tonight you step to the 
wall, press a button and bring it back again, a 
performance that would have mystified the people of a 
few generations ago, and yet there is no mystery back 
of your act. Thanks to the use of Edison's 
imagination, you have simply brought together two 
principles both of which were in existence since the 
beginning of time. 

No one who knew him intimately ever accredited 
Andrew Carnegie with unusual ability, or the power of 
genius, except in one respect, and that was his ability 
to select men who could and would co-operate in a 
spirit of harmony, in carrying out his wishes. But what 
additional ability did he need in the accumulation of 
his millions of dollars? 

Any man who understands the principle of 
organized effort, as Carnegie understood it, and knows 
enough about men to be able to select just those types 
that are needed in the performance of a given task, 
could duplicate all that Carnegie accomplished. 

Carnegie was a man of imagination. He first 
created a definite purpose and then surrounded 
himself with men who had 'the training and the vision 
and the capacity necessary for the transformation of 
that purpose into reality. Carnegie did not always 
create his own plans for the attainment of his definite 
purpose. He made it his business to know what he 
wanted, then found the men who could create plans 


through which to procure it. And that was not only 
imagination, it was genius of the highest order. 

But it should be made clear that men of Mr. 
Carnegie's type are not the only ones who can make 
profitable use of imagination. This great power is as 
available to the beginner in business as it is to the 
man who has "arrived." 

One morning Charles M. Schwab's private car was 
backed on the side-track at his Bethlehem Steel plant. 
As he alighted from his car he was met by a young 
man stenographer who announced that he had come to 
make sure that any letters or telegrams Mr. Schwab 
might wish to write would be taken care of promptly. 
No one told this young man to be on hand, but he had 
enough imagination to see that his being there would 
not hurt his chances of advancement. From that day 
on, this young man was "marked" for promotion. Mr. 
Schwab singled him out for promotion because he had 
done that which any of the dozen or so other 
stenographers in the employ of the Bethlehem Steel 
Company might have done, but didn't. Today this same 
man is the president of one of the largest drug 
concerns in the world and has all of this world's goods 
and wares that he wants and much more than he needs. 

A few years ago I received a letter from a young 
man who had just finished Business College, and who 
wanted to secure employment in my office. With his 
letter he sent a crisp ten-dollar bill that had never 
been folded. The letter read as follows 

"I have just finished a commercial course in a 
first-class business college and I want a position in 
your office because I realize how much it would be 


worth to a young man, just starting out on his business 
career, to have the privilege of working under the 
direction of a man like you. 

"If the enclosed ten-dollar bill is sufficient to pay 
for the time you would spend in giving me my first 
week's instructions I want you to accept it. I will work 
the first month without pay and you may set my wages 
after that at whatever I prove to be worth. 

"I want this job more than I ever wanted anything 
in my life and I am willing to make any reasonable 
sacrifice to get it. Very cordially," 

This young man got his chance in my office. His 
imagination gained for him the opportunity that he 
wanted, and before his first month had expired the 
president of a life insurance company who heard of 
this incident offered the young man a private 
secretary-ship at a substantial 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 A. 
Edison for a position. For some reason Mr. Edison 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 Mr. Edison, but what was more 
important still, he would actually secure the position 
he sought. He lived a long distance from West Orange, 
New Jersey, where the Edison industries are located, 
and he did not have the money with which to pay his 
railroad fare. But he did have imagination. He went to 
West Orange in a freight car, got his interview, told 
his story in person and got the job he sought. 

Today this same man lives in Bradentown, 


Florida. He has retired from active business, having 
made all the money he needs. His name, in case you 
wish to confirm my statements, is Edwin C. Barnes. 

By using his imagination, Mr. Barnes saw the 
advantage of close association with a man like Thomas 
A. Edison. He saw that such an association would give 
him the opportunity to study Mr. Edison, and at the 
same time it would bring him in contact with Mr. 
Edison's friends, who are among the most influential 
people of the world. 

These are but a few cases in connection with 
which I have personally observed how men have 
climbed to high places in the world and accumulated 
wealth in abundance by making practical use of their 

Theodore Roosevelt engraved his name on the 
tablets of time by 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 have been 
forgotten this one transaction will record him in 
history as a man of imagination. 

He started the steam shovels to work on the 
Panama Canal. 

Every President, from Washington on up to 
Roosevelt, could have started the canal and it would 
have been completed, but it seemed such a colossal 
undertaking that it required not only imagination but 
daring courage as well. Roosevelt had both, and the 
people of the United States have the canal. 

At the age of forty - the age at which the average 
man begins to think he is too old to start anything new 
- James J. Hill was still sitting at the telegraph key, at 
a salary of $30.00 per month. He had no capital. He 


THE reason most 

people do not like to 
hear the story of your 
troubles is that they 
have a big flock of 

their own. 


He had no influential friends with capital, but he 
did have that which is more powerful than either - 

In his mind's eye he saw a great railway system 
that would penetrate the undeveloped northwest and 
unite the Atlantic and Pacific oceans. So vivid was his 
imagination that he made others see the advantages of 
such a railway system, and from there on the story is 
familiar enough to every school-boy. I would 
emphasize the part of the story that most people never 
mention - that Hill's Great Northern Railway system 
became a reality in his own imagination first. The 
railroad was built with steel rails and wooden cross 
ties, just as other railroads are built, and these things 
were paid for with capital that was secured in very 
much the same manner that capital for all railroads is 
secured, but if you want the real story of James J. 
Hill's success you must go back to that little country 
railway station where he worked at $30.00 a month 
and there pick up the little threads that he wove into a 
mighty railroad, with materials no more visible than 
the thoughts which he organized in his imagination. 

What a mighty power is imagination, the 
workshop of the soul, in which thoughts are woven 
into railroads and skyscrapers and mills and factories 
and all manner of material wealth. 

"I hold it true that thoughts are things; 

They're endowed with bodies and breath and wings; 

And that we send them forth to fill 

The world with good results or ill. 

That which we call our secret thought 


Speeds forth to earth's remotest spot, 

Leaving its blessings or its woes, 

Like tracks behind it as it goes. 

We build our future, thought by thought, 

For good or ill, yet know it not, 

Yet so the universe was wrought. 

Thought is another name for fate; 

Choose, then, thy destiny and wait, 

For love brings love and hate brings hate." 

If your imagination is the mirror of your soul, 
then you have a perfect right to stand before that 
mirror and see yourself as you wish to be. You have 
the right to see reflected in that magic mirror the 
mansion you intend to own, the factory you intend to 
manage, the bank of which you intend to be president, 
the station in life you intend to occupy. Your 
imagination belongs to you! Use it! The more you use 
it the more efficiently it will serve you. 

At the east end of the great Brooklyn Bridge, in 
New York City, an old man conducts a cobbler shop. 
When the engineers began driving stakes and marking 
the foundation place for that great steel structure this 
man shook his head and said "It can't be done!" 

Now he looks out from his dingy little shoe-repair 
shop, shakes his head and asks himself: "How did they 
do it?" 

He saw the bridge grow before his very eyes and 
still he lacks the imagination to analyze that which he 
saw. The engineer who planned the bridge saw it a 
reality long before a single shovel of dirt had been 
removed for the foundation stones. The bridge became 
a reality in his imagination because he had trained 


that imagination to weave new combinations out of 
old ideas. 

Through recent experiments in the department of 
electricity one of our great educational institutions of 
America has discovered how to put flowers to sleep 
and wake them up again, with electric "sunlight." This 
discovery makes possible the growth of vegetables and 
flowers without the aid of sunshine. In a few more 
years the city dweller will be raising a crop of 
vegetables on his back porch, with the aid of a few 
boxes of dirt and a few electric lights, with some new 
vegetable maturing every month of the year. 

This new discovery, plus a little imagination, 
plus Luther Burbank's discoveries in the field of 
horticulture, and lo! the city dweller will not only 
grow vegetables all the year around, within the 
confines of his back porch, but he will grow bigger 
vegetables than any which the modern gardener grows 
in the open sunlight. 

In one of the cities on the coast of California all 
of the land that was suitable for building lots had been 
developed and put into use. On one side of the city 
there were some steep hills that could not be used for 
building purposes, and on the other side the land was 
unsuitable for buildings because it was so low that the 
back-water covered it once a day. 

A man of imagination came to this city. Men of 
imagination usually have keen minds, and this man 
was no exception. The first day of his arrival he saw 
the possibilities for making money out of real estate. 
He secured an option on those hills that were 
unsuitable for use because of their steepness. He also 
secured an option on the ground that was unsuitable 


for use because of the back-water that covered it 
daily. He secured these options at a very low price 
because the ground was supposed to be without 
substantial value. 

With the use of a few tons of explosives he turned 
those steep hills into loose dirt. With the aid of a few 
tractors and some road scrapers he leveled the ground 
down and turned it into beautiful building lots, and 
with the aid of a few mules and carts he dumped the 
surplus dirt on the low ground and raised it above the 
water level, thereby turning it into beautiful building 

He made a substantial fortune, for what? 

For removing some dirt from where it was not 
needed to where it was needed! For mixing some 
useless dirt with imagination! 

The people of that little city gave this man credit 
for being a genius; and he was-the same sort of genius 
that any one of them could have been had he used his 
imagination as this man used his. 

In the field of chemistry it is possible to mix two 
or more chemical ingredients in such proportions that 
the mere act of mixing gives each of the ingredients a 
tremendous amount of energy that it did not possess. 
It is also possible to mix certain chemical ingredients 
in such proportions that all the ingredients of the 
combination take on an entirely different nature, as in 
the case of H 2 0, which is a mixture of two parts 
hydrogen and one part oxygen, creating water. 

Chemistry is not the only field in which a 
combination of various physical materials can be so 
assembled that each takes on a greater value, or the 
result is a product entirely foreign in nature to that of 
its component parts. The man who blew up those 


useless hills of dirt and stone and removed the surplus 
from where it was not needed over to the low-land, 
where it was needed, gave that dirt and stone a value 
that it did not have before. 

A ton of pig-iron is worth but little. Add to that 
pig-iron carbon, silicon, manganese, sulphur and 
phosphorus, in the right proportions, and you have 
transformed it into steel, which is of much greater 
value. Add still other substances, in the right 
proportion, including some skilled labor, 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 - imagination! 

Here lie great piles of loose brick, lumber, nails 
and glass. In its present form it is worse than useless 
for it is a nuisance and an eye-sore. But mix it with 
the architect's imagination and add some skilled labor 
and lo! it becomes a beautiful mansion worth a king's 

On one of the great highways between New York 
and Philadelphia stood an old ramshackle, time-worn 
barn, worth less than fifty dollars. With the aid of a 
little lumber and some cement, plus imagination, this 
old barn has been turned into a beautiful automobile 
supply station that earns a small fortune for the man 
who supplied the imagination. 

Across the street from my office is a little print- 
shop that earns coffee and rolls for its owner and his 
helper, but no more. Less than a dozen blocks away 
stands one of the most modern printing plants in the 
world, whose owner spends most of his time traveling 
and has far more wealth than he will ever use. 


I KNOW I am here. I 

know I had nothing to 
do with my coming, and 

I shall have but little, if 

anything, to do with my 
going, therefore I will 
not worry because 

worries are of no avail. 


Twenty-two years ago those two printers were in 
business together. 

The one who owns the big print-shop had the 
good judgment to ally himself with a man who mixed 
imagination with printing. This man of imagination is 
a writer of advertisements and he keeps the printing 
plant with which he is associated supplied with more 
business than it can handle by analyzing its clients' 
business, creating attractive advertising features and 
supplying the necessary printed material with which to 
make these features of service. This plant receives 
top-notch prices for its printing because the 
imagination mixed with that printing produces a 
product that most printers cannot supply. 

In the city of Chicago the level of a certain 
boulevard was raised, which spoiled a row of beautiful 
residences because the side-walk was raised to the 
level of the second story windows. While the property 
owners were bemoaning their ill-fortune a man of 
imagination came along, purchased the property for a 
"song," converted the second stories into business 
property, and now enjoys a handsome income from his 

As you read these lines please keep in mind all 
that was stated in the beginning of this lesson; 
especially the fact that the greatest and most 
profitable thing you can do with your imagination is 
the act of rearranging old ideas in new combinations. 

If you properly use your imagination it will help 
you convert your failures and mistakes into assets of 
priceless value; it will lead you to discovery of a truth 
known only to those who use their imagination; 
namely, that the greatest reverses and misfortunes of 
life often open the door to golden opportunities. 


One of the finest and most highly paid engravers 
in the United States was formerly a mail-carrier. One 
day he was fortunate enough to be on a street car that 
met with an accident and had one of his legs cut off. 
The street railway company paid him $5,000.00 for his 
leg. With this money he paid his way through school 
and became an engraver. The product of his hands, 
plus his imagination, is worth much more than he 
could earn with his legs, as a mail-carrier. He 
discovered that he had imagination when it became 
necessary to re-direct his efforts, as a result of the 
street car accident. 

You will never know what is your capacity for 
achievement until you learn how to mix your efforts 
with imagination. The products of your hands, minus 
imagination, will yield you but a small return, but 
those selfsame hands, when properly guided by 
imagination, can be made to earn you all the material 
wealth you can use. 

There are two ways in which you can profit by 
imagination. You can develop this faculty in your own 
mind, or you can ally yourself with those who have 
already developed it. Andrew Carnegie did both. He 
not only made use of his own fertile imagination, but 
he gathered around him a group of other men who also 
possessed this essential quality, for his definite 
purpose in life called for specialists whose 
imagination ran in numerous directions. In that group 
of men that constituted Mr. Carnegie's "master mind" 
were men whose imaginations were confined to the 
field of chemistry. He had other men in the group 
whose imaginations were confined to finances. He had 
still others whose imaginations were confined to 


salesmanship, one of whom was Charles M. Schwab, 
who is said to have been the most able salesman on 
Mr. Carnegie's staff. 

If you feel that your own imagination is 
inadequate you should form an alliance with someone 
whose imagination is sufficiently developed to supply 
your deficiency. There are various forms of alliance. 
For example, there is the alliance of marriage and the 
alliance of a business partnership and the alliance of 
friendship and the alliance of employer and employee. 
Not all men have the capacity to serve their own best 
interests as employers, and those who haven't this 
capacity may profit by allying themselves with men of 
imagination who have such capacity. 

It is said that Mr. Carnegie made more 
millionaires of his employees than any other employer 
in the steel business. Among these was Charles M. 
Schwab, who displayed evidence of the soundest sort 
of imagination by his good judgment in allying 
himself with Mr. Carnegie. It is no disgrace to serve 
in the capacity of employee. To the contrary, it often 
proves to be the most profitable side of an alliance 
since not all men are fitted to assume the 
responsibility of directing other men. 

Perhaps there is no field of endeavor in which 
imagination plays such an important part as it does in 
salesmanship. The master salesman sees the merits of 
the goods he sells or the service he is rendering, in his 
own imagination, and if he fails to do so he will not 
make the sale. 

A few years ago a sale was made which is said to 
have been the most far-reaching and important sale of 
its kind ever made. The object of the sale was not 


merchandise, but the freedom of a man who was 
confined in the Ohio penitentiary and the development 
of a prison reform system that promises a sweeping 
change in the method of dealing with unfortunate men 
and women who have become entangled in the meshes 
of the law. 

That you may observe just how imagination plays 
the leading part in salesmanship I will analyze this 
sale for you, with due apologies for personal 
references, which cannot be avoided without 
destroying much of the value of the illustration. 

A few years ago I was invited to speak before the 
inmates of the Ohio penitentiary. When I stepped upon 
the platform I saw in the audience before me a man 
whom I had known as a successful business man, more 
than ten years previously. That man was B_, whose 
pardon I later secured, and the story of whose release 
has been spread upon the front page of practically 
every newspaper in the United States. Perhaps you 
will recall it. 

After I had completed my address I interviewed 
Mr. B_ and found out that he had been sentenced for 
forgery, for a period of twenty years. After he had 
told me his story I said: 

"I will have you out of here in less than sixty 
days! " 

With a forced smile he replied: "I admire your 
spirit but question your judgment. Why, do you know 
that at least twenty influential men have tried every 
means at their command to get me released, without 
success? It can't be done!" 

I suppose it was that last remark - It can't be done 
- that challenged me to show him that it could be 


done. I returned to New York City and requested my 
wife to pack her trunks and get ready for an indefinite 
stay in the city of Columbus, where the Ohio 
penitentiary is located. 

I had a definite purpose in mind! That purpose 
was to get B_ out of the Ohio penitentiary. Not only 
did I have in mind securing his release, but I intended 
to do it in such a way that his release would erase 
from his breast the scarlet letter of "convict" and at 
the same time reflect credit upon all who helped to 
bring about his release. 

Not once did I doubt that I would bring about his 
release, for no salesman can make a sale if he doubts 
that he can do it. My wife and I returned to Columbus 
and took up permanent headquarters. 

The next day I called on the governor of Ohio and 
stated the object of my visit in about these words: 

"Governor: I have come to ask you to release B_ 
from the Ohio penitentiary. I have sound reason for 
asking his release and I hope you will give him his 
freedom at once, but I have come prepared to stay 
until he is released, no matter how long that may be. 

"During his imprisonment B has inaugurated a 

system of correspondence instruction in the Ohio 
penitentiary, as you of course know. He has 
influenced 1729 of the 2518 prisoners of the Ohio 
penitentiary to take up courses of instruction. He has 
managed to beg sufficient textbooks and lesson 
materials with which to keep these men at work on 
their lessons, and has done this without a penny of 
expense to the state of Ohio. The warden and the 
chaplain of the penitentiary tell me that he has 
carefully observed the prison rules. Surely a man who 
can influence 1729 men to turn their efforts towards 


IF you have been wise 

and successful I con- 

gratulate you; unless 
you are unable to forget 
how successful you 
have been, then I pity 



their efforts toward self-betterment cannot be a very 
bad sort of fellow. 

"I have come to ask you to release B_ because I 
wish to place him at the head of a prison school that 
will give the 160,000 inmates of the other 
penitentiaries of the United States a chance to profit 
by his influence. I am prepared to assume full 
responsibility for his conduct after his release. 

"That is my case, but, before you give me your 
answer, I want you to know that I am not unmindful of 
the fact that your enemies will probably criticize you 
if you release him; in fact if you release him it may 
cost you many votes if you run for office again." 

With his fist clinched and his broad jaw set 
firmly Governor Vic Donahey of Ohio said: 

"If that is what you want with B_ I will release 
him if it costs me five thousand votes. However, 
before I sign the pardon I want you to see the 
Clemency Board and secure its favorable 
recommendation. I want you also to secure the 
favorable recommendation of the warden and the 
chaplain of the Ohio penitentiary. You know a 
governor is amenable to the Court of Public Opinion, 
and these gentlemen are the representatives of that 

The sale had been made! and the whole 
transaction had required less than five minutes. 

The next day I returned to the governor's office, 
accompanied by the chaplain of the Ohio penitentiary, 
and notified the governor that the Clemency Board, 
the Warden and the Chaplain all joined in 
recommending the release. Three days later the pardon 
was signed and B walked through the big iron gates, a 
free man. 


I have cited the details to show you that there was 
nothing difficult about the transaction. The 
groundwork for the release had all been prepared 
before I came upon the scene. B_ had done that, by his 
good conduct and the service he had rendered those 
1729 prisoners. When he created the world's first 
prison correspondence school system he created the 
key that unlocked the prison doors for himself. 

Why, then, had the others who asked for his 
release failed to secure it? 

They failed because they used no imagination! 

Perhaps they asked the governor for B's release 
on the ground that his parents were prominent people, 
or on the ground that he was a college graduate and 
not a bad sort of fellow. They failed to supply the 
governor of Ohio with a sufficient motive to justify 
him in granting a pardon, for had this not been so he 
would undoubtedly have released B_ long before I 
came upon the scene and asked for his release. 

Before I went to see the governor I went over all 
the facts and in my own imagination I saw myself in 
the governor's place and made up my mind what sort 
of a presentation would appeal most strongly to me if 
I were in reality in his place. 

When I asked for B's release I did so in the 
name of the 160,000 unfortunate men and women 
inmates of the prisons of the United States who would 
enjoy the benefits of the correspondence school 
system that he had created. I said nothing about his 
prominent parents. I said nothing about my friendship 
with him during former years. I said nothing about his 
being a deserving fellow. All these matters might have 
been used as sound reasons for his release, but they 


seemed insignificant when compared with the bigger 
and sounder reason that his release would be of help 
to 160,000 other people who would feel the influence 
of his correspondence school system after his release. 

When the governor of Ohio came to a decision I 
doubt not that B_ was of secondary importance as far 
as his decision was concerned. The governor no doubt 
saw a possible benefit, not to B_ alone, but to 160,000 
other men and women who needed the influence that 
B_ could supply, if released. 

And that was imagination! 

It was also salesmanship! In speaking of the 
incident after it was over, one of the men who had 
worked diligently for more than a year in trying to 
secure B's freedom, asked: 

"How did you do it?" 

And I replied: "It was the easiest task I ever 
performed, because most of the work had been done 
before I took hold of it. In fact I didn't do it B_ did it 

This man looked at me in bewilderment. He did 
not see that which I am here trying to make clear; 
namely, that practically all difficult tasks are easily 
performed if one approaches them from the right 
angle. There were two important factors entering B's 
release. The first was the fact that he had supplied the 
material for a good case before I took it in charge; and 
the second was the fact that before I called on the 
governor of Ohio I so completely convinced myself 
that I had a right to ask for B's release that I had no 
difficulty in presenting my case effectively. 


Go back to what was stated in the beginning of 
this lesson, on the subject of telepathy, and apply it to 
this case. The governor could tell, long before I had 
stated my mission, that / knew I had a good case. If 
my brain did not telegraph this thought to his brain, 
then the look of self-confidence in my eyes and the 
positive tone of my voice made obvious my belief in 
the merits of my case. 

Again I apologize for these personal references 
with the explanation that I have used them only 
because the whole of America was familiar with the 
B_ case that I have described. I disclaim all credit for 
the small part I played in the case, for I did nothing 
except use my imagination as an assembly room in 
which to piece together the factors out of which the 
sale was made. I did nothing except that which any 
salesman of imagination could have done. 

It requires considerable courage to prompt one to 
use the personal pronoun as freely as it has been used 
in relating the facts connected with this case, but 
justification lies in the value of application of the 
principle of imagination to a case with which nearly 
everybody is familiar. 

I cannot recall an incident in my entire life in 
connection with which the soundness of the fifteen 
factors that enter into this Reading Course was more 
clearly manifested than it was in securing the release 

It is but another link in a long chain of evidence 
that proves to my entire satisfaction the power of 
imagination as a factor in salesmanship. There are 
endless millions of approaches to every problem, but 
there is only one best approach. Find this one best 


approach and your problem is easily solved. No matter 
how much merit your goods may have, there are 
millions of wrong ways in which to offer them. Your 
imagination will assist you in finding the right way. 

In your search for the right way in which to offer 
your merchandise or your services, remember this 
peculiar trait of mankind: 

Men will grant favors that you request for the 
benefit of a third person when they would not grant 
them if requested for your benefit. 

Compare this statement with the fact that I asked 
the governor of Ohio to release B_, not as a favor to 
me, and not as a favor to B_, but, for the benefit of 
160,000 unfortunate inmates of the prisons of 

Salesmen of imagination always offer their wares 
in such terminology that the advantages of those wares 
to the prospective purchaser are obvious. It is seldom 
that any man makes a purchase of merchandise or 
renders another a favor just to accommodate the 
salesman. It is a prominent trait of human nature that 
prompts us all to do that which advances our own 
interests. This is a cold, indisputable fact, claims of 
the idealist to the contrary notwithstanding. 

To be perfectly plain, men are selfish! 

To understand the truth is to understand how to 
present your case, whether you are asking for the 
release of a man from prison or offering for sale some 
commodity. In your own imagination so plan your 
presentation of your case that the strongest and most 
impelling advantages to the buyer are made plain. 

This is imagination! 


I NEVER see a person 


to ( 

disclose the 



on another's 



I do not 

wonder if he 

doesn't carry 



of disgrace 



have ruined 



he been 

overtaken by 



A farmer moved to the city, taking with him his 
well trained shepherd dog. He soon found that the dog 
was out of place in the city, so he decided to "get rid 
of him." (Note the words in quotation.) Taking the dog 
with him he went out into the country and rapped on 
the door of a farm-house. A man came hobbling to the 
door, on crutches. The man with the dog greeted the 
man in the house in these words 

"You wouldn't care to buy a fine shepherd dog, 
that I wish to get rid of, would you?" 

The man on crutches replied, "No!" and closed the 

The man with the dog called at half a dozen other 
farm-houses, asking the same question, and received 
the same answer. He made up his mind that no one 
wanted the dog and returned to the city. That evening 
he was telling of his misfortune, to a man of 
imagination. The man heard how the owner of the dog 
had tried in vain to "get rid of him." 

"Let me dispose of the dog for you," said the man 
of imagination. The owner was willing. The next 
morning the man of imagination took the dog out into 
the country and stopped at the first farm-house at 
which the owner of the dog had called the day before. 
The same old man hobbled out on crutches and 
answered the knock at the door. 

The man of imagination greeted him in this 

"I see you are all crippled with rheumatism. What 
you need is a fine dog to run errands for you. I have a 
dog here that has been trained to bring home the cows, 
drive away wild animals, herd the sheep and perform 
other useful services. You may have this dog for a 
hundred dollars." 


"All right," said the crippled man, "I'll take him!" 

That, too, was imagination! 

No one wants a dog that someone else wants to 
"get rid of," but most anyone would like to own a dog 
that would herd sheep and bring home the cows and 
perform other useful services. 

The dog was the same one that the crippled buyer 
had refused the day before, but the man who sold the 
dog was not the man who had tried to "get rid of him." 
If you use your imagination you will know that no one 
wants anything that someone else is trying to "get rid 

Remember that which was said about the Law of 
Attraction through the operation of which "like 
attracts like." If you look and act the part of a failure 
you will attract nothing but failures. 

Whatever your life-work may be, it calls for the 
use of imagination. 

Niagara Falls was nothing but a great mass of 
roaring water until a man of imagination harnessed it 
and converted the wasted energy into electric current 
that now turns the wheels of industry. Before this man 
of imagination came along millions of people had seen 
and heard those roaring falls, but lacked the 
imagination to harness them. 

The first Rotary Club of the world was born in 
the fertile imagination of Paul Harris, of Chicago, 
who saw in this child of his brain an effective means 
of cultivating prospective clients and the extension of 
his law practice. The ethics of the legal profession 
forbid advertising in the usual way, but Paul Harris' 
imagination found a way to extend his law practice 
without advertising in the usual way. 


If the winds of Fortune are temporarily blowing 
against you, remember that you can harness them and 
make them carry you toward your definite purpose, 
through the use of your imagination. A kite rises 
against the wind - not with it! 

Dr. Frank Crane was a struggling "third-rate" 
preacher until the starvation wages of the clergy 
forced him to use his imagination. Now he earns 
upward of a hundred thousand dollars a year for an 
hour's work a day, writing essays. 

Bud Fisher once worked for a mere pittance, but 
he now earns seventy-five thousand dollars a year by 
making folks grin, with his Mutt and Jeff comic strip. 
No art goes into his drawings, therefore he must be 
selling his imagination. 

Woolworth was a poorly paid clerk in a retail 
store - poorly paid, perhaps, because he had not yet 
found out that he had imagination. Before he died he 
built the tallest office building in the world and 
girdled the United States with Five and Ten Cent 
Stores, through the use of his imagination. 

You will observe, by analyzing these 
illustrations, that a close study of human nature 
played an important part in the achievements 
mentioned. To make profitable use of your 
imagination you must make it give you a keen insight 
into the motives that cause men to do or refrain from 
doing a given act. If your imagination leads you to 
understand how quickly people grant your requests 
when those requests appeal to their self-interest, you 
can have practically anything you go after. 

I saw my wife make a very clever sale to our baby 
not long ago. The baby was pounding the top of our 


mahogany library table with a spoon. When my wife 
reached for the spoon the baby refused to give it up, 
but being a woman of imagination she offered the 
baby a nice stick of red candy; he dropped the spoon 
immediately and centered his attention on the more 
desirable object. 

That was imagination! It was also salesmanship. 
She won her point without using force. 

I was riding in an automobile with a friend who 
was driving beyond the speed limit. An officer rode up 
on a motorcycle and told my friend he was under 
arrest for speeding. The friend smiled pleasantly at 
the officer and said: "I'm sorry to have brought you 
out in all this rain, but I wanted to make the ten 
o'clock train with my friend here, and I was hitting it 
up around thirty-five miles an hour." 

"No, you were only going twenty-eight miles an 
hour," replied the officer, "and as long as you are so 
nice about it I will let you off this time if you will 
watch yourself hereafter." 

And that, too, was imagination! Even a traffic 
cop will listen to reason when approached in the right 
manner, but woe unto the motorist who tries to bully 
the cop into believing his speedometer was not 
registering properly. 

There is one form of imagination against which I 
would caution you. It is the brand which prompts 
some people to imagine that they can get something 
for nothing, or that they can force themselves ahead in 
the world without observing the rights of others. 
There are more than 160,000 prisoners in the penal 
institutions of the United States, practically every one 
of whom is in prison because he imagined he could 


play the game of life without observing the rights of 
his fellow men. 

There is a man in the Ohio penitentiary who has 
served more than thirty-five years of time for forgery, 
and the largest amount he ever got from his 
misapplication of imagination was twelve dollars. 

There are a few people who direct their 
imaginations in the vain attempt to work out a way to 
show what happens when "an immovable body comes 
in contact with an irresistible force," but these types 
belong in the psychopathic hospitals. 

There is also another form of misapplied 
imagination; namely, that of the young boy or girl 
who knows more about life than his or her "Dad." But 
this form is subject to modification with time. My own 
boys have taught me many things that my "Dad" tried, 
in vain, to teach me when I was their age. 

Time and imagination (which is often but the 
product of time) teach us many things, but nothing of 
more importance than this: 

That all men are much alike in many ways. 

If you would know what your customer is 
thinking, Mr. Salesman, study yourself and find out 
what you would be thinking if you were in your 
customer's place. 

Study yourself, find out what are the motives 
which actuate you in the performance of certain deeds 
and cause you to refrain from performing other deeds, 
and you will have gone far toward perfecting yourself 
in the accurate use of imagination. 

The detective's biggest asset is imagination. The 
first question he asks, when called in to solve a crime 
is: "What was the motive?" If he can find out the 


WE all like commendation 

and many of us like 
flattery, but it is a 
debatable question as to 
whether the indulgence of 

these tendencies builds 

character and strength 
and individuality. 


motive he can usually find the perpetrator of the 

A man who had lost a horse posted a reward of 
five dollars for its return. Several days later a boy 
who was supposed to have been "weak-minded" came 
leading the horse home and claimed the reward. The 
owner was curious to know how the boy found the 
horse. "How did you ever think where to look for the 
horse?" he asked, and the boy replied, "Well, I just 
thought where I would have gone if I had been a horse 
and went there, and he had." Not so bad for a "weak- 
minded" fellow. Some who are not accused of being 
weak-minded go all the way through life without 
displaying as much evidence of imagination as did 
this boy. 

If you want to know what the other fellow will 
do, use your imagination, put yourself in his place and 
find out what you would have done. That's 

Every person should be somewhat of a dreamer. 
Every business needs the dreamer. Every industry and 
every profession needs him. But, the dreamer must be, 
also, a doer; or else he must form an alliance with 
someone who can and does translate dreams into 

The greatest nation upon the face of this earth 
was conceived, born and nurtured through the early 
days of its childhood, as the result of imagination in 
the minds of men who combined dreams with action! 

Your mind is capable of creating many new and 
useful combinations of old ideas, but the most 
important thing it can create is a definite chief aim 
that will give you that which you most desire. 

Your definite chief aim can be speedily translated 


into reality after you have fashioned it in the cradle of 
your imagination. If you have faithfully followed the 
instructions set down for your guidance in Lesson 
Two you are now well on the road toward success, 
because you know what it is that you want, and you 
have a plan for getting that which you want. 

The battle for the achievement of success is half 
won when one knows definitely what is wanted. The 
battle is all over except the "shouting" when one 
knows what is wanted and has made up his mind to get 
it, whatever the price may be. 

The selection of a definite chief aim calls for the 
use of both imagination and decision! The power of 
decision grows with use. Prompt decision in forcing 
the imagination to create a definite chief aim renders 
more powerful the capacity to reach decisions in other 

Adversities and temporary defeat are generally 
blessings in disguise, for the reason that they force 
one to use both imagination and decision. This is why 
a man usually makes a better fight when his back is to 
the wall and he knows there is no retreat. He then 
reaches the decision to fight instead of running. 

The imagination is never quite so active as it is 
when one faces some emergency calling for quick and 
definite decision and action. 

In these moments of emergency men have reached 
decisions, built plans, used their imagination in such a 
manner that they became known as geniuses. Many a 
genius has been born out of the necessity for unusual 
stimulation of the imagination, as the result of some 
trying experience which forced quick thought and 
prompt decision. 


It is a well known fact that the only manner in 
which an overpampered boy or girl may be made to 
become useful is by forcing him or her to become self- 
sustaining. This calls for the exercise of both 
imagination and decision, neither of which would be 
used except out of necessity. 

The Reverend P. W. Welshimer is the pastor of a 
church in Canton, Ohio, where he has been located for 
nearly a quarter of a century. Ordinarily pastors do 
not remain at the head of one church for so great a 
length of time, and Reverend Welshimer would have 
been no exception to this rule if he had not mixed 
imagination with his pastoral duties. 

Three years constitute the usual time that one 
pastor may remain in a given pastorate without 
wearing out his welcome. 

The church of which Reverend Welshimer is the 
leader has a Sunday School of over 5,000 members - 
the largest membership enjoyed by any church in the 
United States. 

No pastor could have remained at the head of one 
church for a quarter of a century, with the full consent 
of his followers, and have built up a Sunday School of 
this size, without employing the Laws of Initiative and 
Leadership, a Definite Chief Aim, Self-confidence and 

The author of this course made it his business to 
study the methods employed by Reverend Welshimer, 
and they are here described for the benefit of the 
students of this philosophy. 

It is a well known fact that church factions, 
jealousy, etc., often lead to disagreements which make 
a change in leaders essential. Reverend Welshimer has 


steered around this common obstacle by a unique 
application of the Law of Imagination. When a new 
member comes into his church he immediately assigns 
a DEFINITE task to that member - one that suits the 
temperament, training and business qualifications of 
the individual, as nearly as possible - and, to use the 
minister's own words, he "keeps each member so busy 
pulling for the church that there is no time left for 
kicking or disagreeing with other members." 

Not a bad policy for application in the field of 
business, or in any other field. The old saying that 
"idle hands are the devil's best tools" is more than a 
mere play upon words, for it is true. 

Give any man something to do that he likes to do, 
and keep him busy doing it, and he will not be apt to 
degenerate into a disorganizing force. If any member 
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 
"committee" job for practically every member of the 
church. In this way Reverend Welshimer delegates to 
the members, themselves, the responsibility of 
rounding up the delinquents and keeping them 
interested in church affairs. He is an organizer of the 
highest type. His efforts have attracted the attention 
of business men throughout the country, and times too 
numerous to be mentioned he has been offered 
positions, at fancy salaries, by banks, steel plants, 
business houses, etc., that recognized in him a real 

In the basement of the church Reverend 
Welshimer operates a first-class printing plant where 
he publishes, weekly, a very creditable church paper 
that goes to all the members. The production and 


distribution of this paper is another source of 
employment which keeps the church members out of 
mischief, as practically all of them take some sort of 
an active interest in it. The paper is devoted 
exclusively to the affairs of the church as a whole, 
and those of the individual members. It is read by 
each member, line by line, because there is always a 
chance that each member's name may be mentioned in 
the news locals. 

The church has a well trained choir and an 
orchestra that would be a credit to some of the largest 
theaters. Here Reverend Welshimer serves the double 
purpose of supplying entertainment and at the same 
time keeping the more "temperamental" members who 
are artists employed so they, also, remain out of 
mischief, incidentally giving them a chance to do that 
which they like best. 

The late Dr. Harper, who was formerly president 
of the University of Chicago, was one of the most 
efficient college presidents of his time. He had a 
penchant for raising funds in large amounts. It was he 
who induced John D. Rockefeller to contribute 
millions of dollars to the support of the University of 

It may be helpful to the student of this philosophy 
to study Dr. Harper's technique, because he was a 
Leader of the highest order. Moreover, I have his own 
word for it that his leadership was never a matter of 
chance or accident, but always the result of carefully 
planned procedure. 

The following incident will serve to show just 
how Dr. Harper made use of imagination in raising 
money in large sums: 

He needed an extra million dollars for the 


WE cannot 


thistles and 


clover. Nature 


does not run 


that way. She g 

oes by 

cause and effect. 


construction of a new building. Taking inventory of 
the wealthy men of Chicago to whom he might turn for 
this large sum, he decided upon two men, each of 
whom was a millionaire, and both were bitter enemies. 

One of these men was, at that time, the head of 
the Chicago Street Railway system. Choosing the noon 
hour, when the office force and this man's secretary, 
in particular, would be apt to be out at lunch, Dr. 
Harper nonchalantly strolled into the office, and, 
finding no one on guard at the outer door, walked into 
the office of his intended "victim," whom he surprised 
by his appearance unannounced. 

"My name is Harper," said the doctor, "and I am 
president of the University of Chicago. Pardon my 
intrusion, but I found no one in the outer office 
(which was no mere accident) so I took the liberty of 
walking on in. 

"I have thought of you and your street railway 
system many many times. You have built up a 
wonderful system, and I understand that you have 
made lots of money for your efforts. I never think of 
you, however, without its occurring to me that one of 
these days you will be passing out into the Great 
Unknown, and after you are gone there will be nothing 
left as a monument to your name, because others will 
take over your money, and money has a way of losing 
its identity very quickly, as soon as it changes hands. 

"I have often thought of offering you the 
opportunity to perpetuate your name by permitting you 
to build a new Hall out on the University grounds, and 
naming it after you. I would have offered you this 
opportunity long ago had it not been for the fact that 
one of the members of our Board wishes the honor to 


go to Mr. X_ (the street car head's enemy). Personally, 
however, I have always favored you and I still favor 
you, and if I have your permission to do so I am going 
to try to swing the opposition over to you. 

"I have not come to ask for any decision today, 
however, as I was just passing and thought it a good 
time to drop in and meet you. Think the matter over 
and if you wish to talk to me about it again, telephone 
me at your leisure. 

"Good day, sir! I am happy to have had this 
opportunity of meeting you." 

With this he bowed himself out without giving the 
head of the street car company a chance to say either 
yes or no. In fact the street car man had very little 
chance to do any talking. Dr. Harper did the talking. 
That was as he planned it to be. He went into the 
office merely to plant the seed, believing that it would 
germinate and spring into life in due time. 

His belief was not without foundation. He had 
hardly returned to his office at the University when 
the telephone rang. The street car man was on the 
other end of the wire. He asked for an appointment 
with Dr. Harper, which was granted, and the two met 
in Dr. Harper's office the next morning, and the check 
for a million dollars was in Dr. Harper's hands an hour 

Despite the fact that Dr. Harper was a small, 
rather insignificant-looking man it was said of him 
that "he had a way about him that enabled him to get 
everything he went after." 

And as to this "way" that he was reputed to have 
had - what was it? 

It was nothing more nor less than his understand- 


ing of the power of Imagination. Suppose he had gone 
to the office of the street car head and asked for an 
appointment. Sufficient time would have elapsed 
between the time he called and the time when he 
would have actually seen his man, to have enabled the 
latter to anticipate the reason for his call, and also to 
formulate a good, logical excuse for saying, "No!" 

Suppose, again, he had opened his interview with 
the street car man something like this: 

"The University is badly in need of funds and I 
have come to you to ask your help. You have made 
lots of money and you owe something to the 
community in which you have made it. (Which, 
perhaps, was true.) If you will give us a million 
dollars we will place your name on a new Hall that we 
wish to build." 

What might have been the result? 

In the first place, there would have been no 
motive suggested that was sufficiently appealing to 
sway the mind of the street car man. While it may 
have been true that he "owed something to the 
community from which he had made a fortune," he 
probably would not have admitted that fact. In the 
second place, he would have enjoyed the position of 
being on the offensive instead of the defensive side of 
the proposal. 

But Dr. Harper, shrewd in the use of Imagination 
as he was, provided for just such contingencies by the 
way he stated his case. First, he placed the street car 
man on the defensive by informing him that it was not 
certain that he (Dr. Harper) could get the permission 
of his Board to accept the money and name the Hall 
after the street car man. In the second place, he 


intensified the desire of the street car man to have his 
name on that building because of the thought that his 
enemy and competitor might get the honor if it got 
away from him. Moreover (and this was no accident, 
either), Dr. Harper had made a powerful appeal to one 
of the most common of all human weaknesses by 
showing this street car man how to perpetuate his own 

All of which required a practical application of 
the Law of Imagination. 

Dr. Harper was a Master Salesman. When he 
asked men for money he always paved the way for 
success by planting in the mind of the man of whom 
he asked it a good sound reason why the money should 
be given; a reason which emphasized some advantage 
accruing to the man as the result of the gift. Often this 
would take on the form of a business advantage. Again 
it would take on the nature of an appeal to that part of 
man's nature which prompts him to wish to perpetuate 
his name so it will live after him. But, always, the 
request for money was carried out according to a plan 
that had been carefully thought out, embellished and 
smoothed down with the use of Imagination. 

While the Law of Success philosophy was in the 
embryonic stage, long before it had been organized 
into a systematic course of instruction and reduced to 
textbooks, the author was lecturing on this philosophy 
in a small town in Illinois. 

One of the members of the audience was a young 
life insurance salesman who had but recently taken up 


that line of work. After hearing what was said on the 
subject of Imagination he began to apply what he had 
heard to his own problem of selling life insurance. 
Something was said, during the lecture, about the 
value of allied effort, through which men may enjoy 
greater success by co-operative effort, through a 
working arrangement under which each "boosts" the 
interests of the other. 

Taking this suggestion as his cue, the young man 
in question immediately formulated a plan whereby he 
gained the co-operation of a group of business men 
who were in no way connected with the insurance 

Going to the leading grocer in his town he made 
arrangements with that grocer to give a thousand 
dollar insurance policy to every customer purchasing 
no less than fifty dollars' worth of groceries each 
month. He then made it a part of his business to 
inform people of this arrangement and brought 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 by offering all his customers an inducement to 
do ALL 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. 

Next he went to the leading restaurant in the town 
and made a similar arrangement with the owner. 
Incidentally, this alliance proved to be quite 
profitable to the restaurant man, who promptly began 



a million dollars a year out 
of a funny, shuffling walk 
and a pair of baggy 

trousers, because he does 

something different." Take 

the hint and "invidualize 

yourself with some 

distinctive idea. 


an advertising campaign in which he stated that his 
food was so pure, wholesome and good that all who 
ate at his place regularly would be apt to live much 
longer, therefore he would insure the life of each 
regular customer for $1,000.00. 

The life insurance salesman then made 
arrangements with a local builder and real estate man 
to insure the life of each person buying property from 
him, for an amount sufficient to pay off the balance 
due on the property in case the purchaser died before 
payments were completed. 

The young man in question is now the General 
Agent for one of the largest life insurance companies 
in the United States, with headquarters in one of the 
largest cities in Ohio, and his income now averages 
well above $25,000.00 a year. 

The turning-point in his life came when he 
discovered how he might make practical use of the 
Law of Imagination. 

There is no patent on his plan. It may be 
duplicated over and over again by other life insurance 
men who know the value of imagination. Just now, if I 
were engaged in selling life insurance, I think I 
should make use of this plan by allying myself with a 
group of automobile distributors in each of several 
cities, thus enabling them to sell more automobiles 
and at the same time providing for the sale of a large 
amount of life insurance, through their efforts. 

Financial success is not difficult to achieve after 
one learns how to make practical use of creative 
imagination. Someone with sufficient initiative and 


leadership, and the necessary imagination, will 
duplicate the fortunes being made each year by the 
owners of Five and Ten Cent Stores, by developing a 
system of marketing the same sort of goods now sold 
in these stores, with the aid of vending machines. This 
will save a fortune in clerk hire, insure against theft, 
and cut down the overhead of store operation in many 
other ways. Such a system can be conducted just as 
successfully as food can be dispensed with the aid of 
automatic vending machines. 

The seed of the idea has been here sown. It is 
yours for the taking! 

Someone with an inventive turn of the mind is 
going to make a fortune and at the same time save 
thousands of lives each year, by perfecting an 
automatic railroad crossing "control" that will reduce 
the number of automobile accidents on crossings. 

The system, when perfected, will work somewhat 
after this fashion: A hundred yards or so before 
reaching the railroad crossing the automobile will 
cross a platform somewhat on the order of a large 
scale platform used for weighing heavy objects, and 
the weight of the automobile will lower a gate and 
ring a gong. This will force the automobile to slow 
down. After the lapse of one minute the gate will 
again rise and the car may continue on its way. 
Meanwhile, there will have been plenty of time for 
observation of the track in both directions, to make 
sure that no trains are approaching. 

Imagination, plus some mechanical skill, will 
give the motorist this much needed safe-guard, and 
make the man who perfects the system all the money 
he needs and much more besides. 


Some inventor who understands the value of 
imagination and has a working knowledge of the radio 
principle, may make a fortune by perfecting a burglar 
alarm system that will signal police headquarters and 
at the same time switch on lights and ring a gong in 
the place about to be burglarized, with the aid of 
apparatus similar to that now used for broadcasting. 

Any farmer with enough imagination to create a 
plan, plus the use of a list of all automobile licenses 
issued in his state, may easily work up a clientele of 
motorists who will come to his farm and purchase all 
the vegetables he can produce and all the chickens he 
can raise, thus saving him the expense 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 provide. The advantage 
to the motorist, accruing under the arrangement, is 
that he will be sure of direct-from-the-farm produce, 
at less cost than he could purchase it from local 

The roadside gasoline filling station owner can 
make effective use of imagination by placing a lunch 
stand near his filling station, and then doing some 
attractive advertising along the road in each direction, 
calling attention to his "barbecue," "home-made 
sandwiches" or whatever else he may wish to 
specialize on. The lunch stand will cause the motorists 
to stop, and many of them will purchase gasoline 
before starting on their way again. 

These are simple suggestions, involving no 
particular amount of complication in connection with 
their use, yet it is just such uses of imagination that 
bring financial success. 


The Piggly-Wiggly self-help store plan, which 
made millions of dollars for its originator, was a very 
simple idea which anyone could have adopted, yet 
consider able imagination was required to put the idea 
to work in a practical sort of way. 

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

Imagination is the most important factor entering 
into the art of selling. The Master Salesman is always 
one who makes systematic use of imagination. The 
outstanding merchant relies upon imagination for the 
ideas which make his business excel. 

Imagination may be used effectively in the sale of 
even the smallest articles of merchandise, such as ties, 
shirts, hosiery, etc. Let us proceed to examine just 
how this may be done. 

I walked into one of the best known 
haberdasheries in the city of Philadelphia, for the 
purpose of put chasing some shirts and ties. 

As I approached the tie counter a young man 
stepped forward and inquired: 

"Is there something you want?" 

Now if I had been the man behind the counter I 
would not have asked that question. He ought to have 
known, by the fact that I had approached the tie 
counter, that I wanted to look at ties. 

I picked up two or three ties from the counter, 
examined them briefly, then laid down all but one 
light blue which somewhat appealed to me. Finally I 


laid this one down, also, and began to look through 
the remainder of the assortment. 

The young man behind the counter then had a 
happy idea. Picking up a gaudy-looking yellow tie he 
wound it around his fingers to show how it would look 
when tied, and asked: 

"Isn't this a beauty?" 

Now I hate yellow ties, and the salesman made no 
particular hit with me by suggesting that a gaudy 
yellow tie is pretty. If I had been in that salesman's 
place I would have picked up the blue tie for which I 
had shown a decided preference, and I would have 
wound it around my fingers so as to bring out its 
appearance after being tied. I would have known what 
my customer wanted by watching the kinds of ties that 
he picked up and examined. Moreover, I would have 
known the particular tie that he liked best by the time 
he held it in his hands. A man will not stand by a 
counter and fondle a piece of merchandise which he 
does not like. If given the opportunity, any customer 
will give the alert salesman a clue as to the particular 
merchandise which should be stressed in an effort to 
make a sale. 

I then moved over to the shirt counter. Here I was 
met by an elderly gentleman who asked: 

"Is there something I can do for you today?" 

Well, I thought to myself that if he ever did 
anything for me it would have to be today, as I might 
never come back to that particular store again. I told 
him I wanted to look at shirts, and described the style 
and color of shirt that I wanted. 

The old gentleman made quite a hit with me when 
he replied by saying: 


THE man who is afraid to 

give credit to those who 
help him do a piece of 

creditable work is so 

small that Opportunity 
will pass by without 
seeing him some day. 


"I am sorry, sir, but they are not wearing that style 
this season, so we are not showing it." 

I said I knew "they" were not wearing the style 
for which I had asked, and for that very reason, among 
others, I was going to wear it providing I could find it 
in stock. 

If there is anything which nettles a man - 
especially that type of man who knows exactly what 
he wants and describes it the moment he walks into 
the store - it is to be told that "they are not wearing it 
this season." 

Such a statement is an insult to a man's 
intelligence, or to what he thinks is his intelligence, 
and in most cases it is fatal to a sale. If I were selling 
goods I might think what I pleased about a customer's 
taste, but I surely would not be so lacking in tact and 
diplomacy as to tell the customer that I thought he 
didn't know his business. Rather I would prefer to 
manage tactfully to show him what I believed to be 
more appropriate merchandise than that for which he 
had called, if what he wanted was not in stock. 

One of the most famous and highly paid writers in 
the world has built his fame and fortune on the sole 
discovery that it is profitable to write about that 
which people already know 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 
boxes and began laying out shirts which were not even 
similar to the shirt for which I had asked. I told him 
that none of these suited, and as I started to walk out 
he asked if I would like to look at some nice 


Imagine it! To begin with I do not wear 
suspenders, and, furthermore, there was nothing about 
my manner or bearing to indicate that I might like to 
look at suspenders. 

It is proper for a salesman to try to interest a 
customer in wares for which he makes no inquiry, but 
judgment should be used and care taken to offer 
something which the salesman has reason to believe 
the customer may want. 

I walked out of the store without having bought 
either shirts or ties, and feeling somewhat resentful 
because I had been so grossly misjudged as to my 
tastes for colors and styles. 

A little further down the street I went into a 
small, one-man shop which had shirts and ties on 
display in the window. 

Here I was handled differently! 

The man behind the counter asked no unnecessary 
or stereotyped questions. He took one glance at me as 
I entered the door, sized me up quite accurately and 
greeted me with a very pleasant "Good morning, sir!" 

He then inquired, "Which shall I show you first, 
shirts or ties?" I said I would look at the shirts first. 
He then glanced at the style of shirt I was wearing 
asked my size, and began laying out shirts of the very 
type and color for which I was searching, without my 
saying another word. He laid out six different styles 
and watched to see which I would pick up first. I 
looked at each shirt, in turn, and laid them all back on 
the counter, but the salesman observed that I 
examined one of the shirts a little more closely than 
the others, and that I held it a little longer. No sooner 


had I laid this shirt down than the salesman picked it 
up and began to explain how it was made. He then 
went to the tie counter and came back with three very 
beautiful blue ties, of the very type for which I had 
been looking, tied each and held it in front of the 
shirt, calling attention to the perfect harmony between 
the colors of the ties and the shirt. 

Before I had been in the store five minutes I had 
purchased three shirts and three ties, and was on my 
way with the package under my arm, feeling that here 
was a store to which I would return when I needed 
more shirts and ties. 

I learned, afterwards, that the merchant who owns 
the little shop where I made these purchases pays a 
monthly rental of $500.00 for the small store, and 
makes a handsome income from the sale of nothing but 
shirts, ties and collars. He would have to go out of 
business, with a fixed charge of $500.00 a month for 
rent, if it were not for his knowledge of human nature 
which enables him to make a very high percentage of 
sales to all who come into his store. 

I have often observed women when they were 
trying on hats, and have wondered why salespeople 
did not read the prospective buyer's mind by watching 
her manner of handling the hats. 

A woman goes into a store and asks to be shown 
some hats. The salesperson starts bringing out hats 
and the prospective buyer starts trying them on. If a 
hat suits her, even in the slightest sort of way, she 
will keep it on a few seconds, or a few minutes, but if 
she does not like it she will pull it right off her head 


the moment the salesperson takes her hands off the 

Finally, when the customer is shown a hat that 
she likes she will begin to announce that fact, in terms 
which no well informed salesperson will fail to 
understand, by arranging her hair under the hat, or 
pulling it down on her head to just the angle which 
she likes best, and by looking at the hat from the rear, 
with the aid of a hand-mirror. The signs of admiration 
are unmistakable. Finally, the customer will remove 
the hat from her head, and begin to look at it closely; 
then she may lay it aside and permit another hat to be 
tried on her, in which event the clever salesperson 
will lay aside the hat just removed, and at the 
opportune time she will bring it back and ask the 
customer to try it on again. 

By careful observation of the customer's likes and 
dislikes a clever saleswoman may often sell as many 
as three or four hats to the same customer, at one 
sitting, by 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 observed, 
clearly indicate what is wanted, and, if the clue is 
followed, very rarely will a customer walk out without 

I believe it a conservative estimate when I say 
that fully seventy-five per cent of the "walk-outs," as 
the non-purchasing customers are called, are due to 
lack of tactful showing of merchandise. 

Last Fall I went into a hat store to purchase a felt 
hat. It was a busy Saturday afternoon and I was ap- 


proached by a young "extra" rush-hour salesman who 
had not yet learned how to size people up at a glance. 
For no good reason whatsoever the young man pulled 
down a brown derby and handed it to me, or rather 
tried to hand it to me. I thought he was trying to be 
funny, and refused to take the hat into my hands, 
saying to him, in an attempt to return his compliment 
and be funny in turn, "Do you tell bed-time stories 
also?" He looked at me in surprise, but didn't take the 
cue which I had offered him. 

If I had not observed the young man more closely 
than he had observed me, and sized him up as an 
earnest but inexperienced "extra," I would have been 
highly insulted, for if there is anything I hate it is a 
derby of any sort, much less a brown derby. 

One of the regular salesmen happened to see what 
was going on, walked over and snatched the brown 
derby out of the young man's hands, and, with a smile 
on his face intended as a sort of sop to me, said, 
"What the hell are you trying to show this gentleman, 

That spoiled my fun, and the salesman who had 
immediately recognized me as a gentleman sold me 
the first hat he brought out. 

The customer generally feels complimented when 
a salesman takes the time to study the customer's 
personality and lay out merchandise suited to that 

I went into one of the largest men's clothing 
stores in New York City, a few years ago, and asked 
for a suit, describing exactly what was wanted, but not 





with "cold feet 

." He 





is usua 

lly a 





is a quitter. 


mentioning price. The young man, who purported to 
be a salesman, said he did not believe they carried 
such a suit, but I happened to see exactly what I 
wanted hanging on a model, and called his attention to 
the suit. He then made a hit with me by saying, "Oh, 
that one over there? That's a high-priced suit!" 

His reply amused me; it also angered me, so I 
inquired of the young man what he saw about me 
which indicated that I did not come in to purchase a 
high-priced suit? With embarrassment he tried to 
explain, but his explanations were as bad as the 
original offense, and I started toward the door, 
muttering something to myself about "dumb-bells." 
Before I reached the door I was met by another 
salesman who had sensed by the way I walked and the 
expression on my face that I was none too well 

With tact well worth remembering, this salesman 
engaged me in conversation while I unburdened my 
woes and then managed to get me to go back with him 
and look at the suit. Before I left the store I purchased 
the suit I came in to look at, and two others which I 
had not intended purchasing. 

That was the difference between a salesman and 
one who drove customers away. Moreover, I later 
introduced two of my friends to this same salesman 
and he made sizable sales to each of them. 

I was once walking down Michigan Boulevard, in 
Chicago, when my eye was attracted to a beautiful 
gray suit in the window of a men's store. I had no 
notion of buying the suit, but I was curious to know 
the price, so I opened the door, and, without entering, 


merely pushed my head inside and asked the first man 
I saw how much the suit in the window was. 

Then followed one of the cleverest bits of sales 
maneuvering I have ever observed. The salesman knew 
he could not sell me the suit unless I came into the 
store, so he said, "Will you not step inside, sir, while 
I find out the price of the suit?" 

Of course he knew the price, all the time, but that 
was his way of disarming me of the thought that he 
intended trying to sell me the suit. Of course I had to 
be as polite as the salesman, so I said, "Certainly," 
and walked inside. 

The salesman said, "Step right this way, sir, and I 
will get the information for you." 

In less than two minutes I found myself standing 
in front of a case, with my coat off, getting ready to 
try on a coat like the one I had observed in the 

After I was in the coat, which happened to fit 
almost perfectly (which was no accident, thanks to the 
accurate eyes of an observing salesman) my attention 
was called to the nice, smooth touch of the material. I 
rubbed my hand up and down the arm of the coat, as I 
had seen the salesman do while describing the 
material, and, sure enough, it was a very fine piece of 
material. By this time I had again asked the price, and 
when I was told that the suit was only fifty dollars I 
was agreeably surprised, because I had been led to 
believe that it might have been priced much higher. 
However, when I first saw the suit in the window my 
guess was that it was priced at about thirty-five 
dollars, and I doubt that I would have paid that much 
for it had I not fallen into the hands of a man who 


knew how to show the suit to best advantage. If the 
first coat tried on me had been about two sizes too 
large, or a size too small, I doubt that any sale would 
have been made, despite the fact that all ready-to-wear 
suits sold in the better stores are altered to fit the 

I bought that suit "on the impulse of the 
moment," as the psychologist would say, and I am not 
the only man who buys goods on that same sort of 
impulse. A single slip on the part of the salesman 
would have lost him the sale of that suit. If he had 
replied, "Fifty dollars," when I asked the price I 
would have said, "Thank you," and have gone my way 
without looking at the suit. 

Later in the season I purchased two more suits 
from this same salesman, and if I now lived in 
Chicago the chances are that I would buy still other 
suits from him, because he always showed me suits 
that were in keeping with my personality. 

The Marshall Field store, in Chicago, gets more 
for merchandise than does any other store of its kind 
in the country. Moreover, people knowingly pay more 
at this store, and feel better satisfied than if they 
bought the merchandise at another store for less 

Why is this? 

Well, there are many reasons, among them the 
fact that anything purchased at the Field store which 
is not entirely satisfactory may be returned and 
exchanged for other merchandise, or the purchase 
price may be refunded, just as the customer wishes. 


An implied guarantee goes with every article sold in 
the Field store. 

Another reason why people will pay more at the 
Field store is the fact that the merchandise is 
displayed and shown to better advantage than it is at 
most other stores. The Field window-displays are truly 
works of art, no less than if they were created for the 
sake 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 establishment, and this creates an 
"atmosphere" 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 supervision of 
salespeople. One would seldom find a person 
employed in the Field store whom one would not be 
willing to accept as a social equal, or as a neighbor. 
Not a few men have made the acquaintance of girls in 
the Field store who later became their wives. 

Merchandise purchased in the Field store is 
packed 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 

While we are on the subject of artistic wrapping 
of merchandise I wish to relate the experience of a 
friend of mine which will not fail to convey a very 
definite meaning to those engaged in the business of 
selling, as it shows how imagination may be used even 
in wrapping merchandise. 


This friend had a very fine silver cigarette case 
which he had carried for years, and of which he was 
very proud because it was a gift from his wife. 

Constant usage had banged the case up rather 
badly. It had been bent, dented, the hinges warped, 
etc., until he decided to take it to Caldwell the 
jeweler, in Philadelphia, to be repaired. He left the 
case and asked them to send it to his office when it 
was ready. 

About two weeks later a splendid-looking new 
delivery wagon with the Caldwell name on it drew up 
in front of his office, and a nice-looking young man in 
a neat uniform stepped out with a package that was 
artistically wrapped and tied with a ribbon tape string. 

The package happened to be delivered to my 
friend on his birthday, and, having forgotten about 
leaving the cigarette case to be repaired, and 
observing the beauty and size of the package that was 
handed to him, he naturally imagined that someone 
had sent him a birthday present. 

His secretary and other workers in his office 
gathered around his desk to watch him open up his 
"present." He cut the ribbon and removed the outer 
covering. Under this was a covering of tissue paper, 
fastened with beautiful gold seals bearing the 
Caldwell initials and trade-mark. This paper was 
removed and behold! a most beautiful plush-lined box 
met his eyes. The box was opened, and, after removing 
the tissue paper packing, there was a cigarette case 
which he recognized, after careful examination, as the 
one he had left to be repaired, but it did not look like 
the same case, thanks to the imagination of the 
Caldwell manager. 












Every dent had been carefully straightened out. 
The hinges had been trued and the case had been 
polished and cleaned so it shone as it did when it was 
first purchased. 

Simultaneously a prolonged "Oo-o-o-o-o-o-Oh!" 
of admiration came from the onlookers, including the 
owner of the cigarette case. 

And the bill! Oh, it was a plenty, and yet the 
price charged for the repair did not seem too high. As 
a matter of fact everything that entered into the 
transaction from the packing of the case, with the fine 
tissue paper cover, the gold seals, the ribbon tape 
string, the delivery of the package by a neatly 
uniformed boy, from a well appointed new delivery 
wagon, was based upon carefully calculated 
psychology which laid the foundation for a high price 
for the repair. 

People, generally, do not complain of high prices, 
providing the "service" or embellishment of the 
merchandise is such as to pave the way for high 
prices. What people do complain of, and rightly so, is 
high prices and "sloppy" service. 

To me there was a great lesson in this cigarette 
case incident, and I think there is a lesson in it for any 
person who makes a business of selling any sort of 

The goods you are selling may actually be worth 
all you are asking for them, but if you do not carefully 
study the subjects of advantageous display and artistic 
packing you may be accused of overcharging your 

On Broad Street, in the city of Philadelphia, there 
is a fruit shop where those who patronize the store are 

77 ■ 

met at the door by a man in uniform who opens the 
door for them. He does nothing else but merely open 
the door, but he does it with a smile (even though it 
be a carefully studied and rehearsed smile) which 
makes the customer feel welcome even before he gets 
inside of the store. This fruit merchant specializes on 
specially prepared baskets of fruit. Just outside the 
store is a big blackboard on which are listed the 
sailing dates of the various ocean liners leaving New 
York City. This merchant caters to people who wish 
baskets of fruit delivered on board departing boats on 
which friends are sailing. If a man's sweetheart, or 
perhaps his wife or a very dear friend, happens to be 
sailing on a certain date he naturally wants the basket 
of fruit he purchases for her to be embellished with 
frills and "trimmings." Moreover, he is not necessarily 
looking for something "cheap" or even inexpensive. 

All of which the fruit merchant capitalizes! He 
gets from $10.00 to $25.00 for a basket of fruit which 
one could purchase just around the corner, not more 
than a block away, for from $3.00 to $7.50, with the 
exception that the latter would not be embellished 
with the seventy-five cents' worth of frills which the 
former contains. 

This merchant's store is a small affair, no larger 
than the average small fruit-stand store, but he pays, a 
rent of at least $15,000.00 a year for the place and 
makes more money than half a hundred ordinary fruit 
stands combined, merely because he knows how to 
display and deliver his wares so they appeal to the 
vanity of the buyers. This is but another proof of the 
value of imagination. 


The American people - and this means all of 
them, not merely the so-called rich - are the most 
extravagant spenders on earth, but they insist on 
"class" when it comes to appearances such as 
wrapping and delivery and other embellishments 
which add no real value to the merchandise they buy. 
The merchant who understands this, and has learned 
how to mix IMAGINATION with his merchandise, 
may reap a rich harvest in return for his knowledge. 

And a great many are doing it, too. 

The salesman who understands the psychology of 
proper display, wrapping and delivery of merchandise, 
and who knows how to show his wares to fit the 
whims and characteristics of his customers, can make 
ordinary merchandise bring 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 "studied" 
appeal and the artistic wrapping and delivery service. 

In a "cheap" restaurant, where coffee is served in 
heavy, thick cups and the silverware is tarnished or 
dirty, a ham sandwich is only a ham sandwich, and if 
the restaurant keeper gets fifteen cents for it he is 
doing well; but just across the street, where the coffee 
is served in dainty thin cups, on neatly covered tables, 
by neatly dressed young women, a much smaller ham 
sandwich will bring a quarter, 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 butcher and the bread from the 
same baker, whether purchased from the former or the 
latter restaurant. The difference in price is very 
considerable, but the difference in the merchandise is 


not a difference of either quality or quantity so much 
as it is of "atmosphere," or appearances. 

People love to buy "appearance" or atmosphere! 
which is merely a more refined way of saying that 
which P. T. Barnum said about "one being born every 

It is no overstatement of fact to say that a master 
of sales psychology could go into the average 
merchant's store, where the stock of goods was worth, 
let us say, $50,000.00, and at very slight additional 
expense make the stock bring $60,000.00 to 
$75,000.00. He would do nothing except coach the 
salespeople on the proper showing of the merchandise, 
after having purchased a small amount of more 
suitable fixtures, perhaps, and re-packed the 
merchandise in more suitable coverings and boxes. 

A man's shirt, packed one to the box, in the right 
sort of a box, with a piece of ribbon and a sheet of, 
tissue paper added for embellishment, can be made to 
bring a dollar or a dollar and a half more than the 
same shirt would bring without the more artistic 
packing. I know this is true, and I have proved it more 
times than I can recall, to convince some skeptical 
merchant who had not studied the effect of "proper 

Conversely stated, I have proved, many times, 
that, the finest shirt made cannot be sold for half its 
value if it is removed from its box and placed on a 
bargain counter, with inferior looking shirts, both of 
which examples prove that people do not know what 
they are buying - that they go more by appearances 
than they do by actual analysis of the merchandise 
they purchase. 


This is noticeably true in the purchase of 
automobiles. The American people want, and 
DEMAND, style in the appearance of automobiles. 
What is under the hood or in the rear axle they do not 
know and really do not care, as long as the car looks 
the part. 

Henry Ford required nearly twenty years of 
experience to learn the truth of the statement just 
made, and even then, despite all of his analytical 
ability, he only acknowledged the truth when forced to 
do so by his competitors. If it were not true that 
people buy "appearances" more than they buy "reality" 
Ford never would have created his new automobile. 
That car is the finest sort of example of a psychologist 
who appeals to the tendency which people have to 
purchase "appearance," although, of course, it must be 
admitted that in this particular example the real value 
of the car actually exists. 









x x 




1 LAW OF „ 



X X 

U Teaching, for the First Time in the U 

y History of the World, the True Philos- y 

ophy upon which all Personal Success 

* is Built. * 


n n 

* 1928 * 






,i ™^^^ :x: •>^^<^^><i_5<^><L3<zz>^^<zz>^^^^^^<zz><zz>^^i;?v 

Lesson Seven 


I GAVE a beggar a 
dime with the 

suggestion that he 
invest it in a copy of 
Elbert Hubbard's 

Message to Garcia. 


Lesson Seven 

"You Can Do It if You Believe You Can!" 

ENTHUSIASM is a state of mind that inspires and 
arouses one to put action into the task at hand. It does 
more than this - it is contagious, and vitally affects 
not only the enthusiast, but all with whom he comes in 

Enthusiasm bears the same relationship to a 
human being that steam does to the locomotive-it is 
the vital moving force that impels action. The greatest 
leaders of men are those who know how to inspire 
enthusiasm in their followers. Enthusiasm is the most 
important factor entering into salesmanship. It is, by 
far, the most vital factor that enters into public 

If you wish to understand the difference between 
a man who is enthusiastic and one who is not, compare 
Billy Sunday with the average man of his profession. 
The finest sermon ever delivered would fall upon deaf 
ears if it were not backed with enthusiasm by the 


Mix enthusiasm with your work and it will not 
seem hard or monotonous. Enthusiasm will so energize 
your entire body that you can get along with less than 
half the usual amount of sleep and at the same time it 
will enable you to perform from two to three times as 
much work as you usually perform in a given period, 
without fatigue. 

For many years I have done most of my writing at 
night. One night, while I was enthusiastically at work 
over my typewriter, I looked out of the window of my 
study, just across the square from the Metropolitan 
tower, in New York City, and saw what seemed to be 
the most peculiar reflection of the moon on the tower. 
It was of a silvery gray shade, such as I had never 
seen before. Upon closer inspection I found that the 
reflection was that of the early morning sun and not 
that of the moon. It was daylight! I had been at work 
all night, but I was so engrossed in my work that the 
night had passed as though it were but an hour. I 
worked at my task all that day and all the following 
night without stopping, except for a small amount of 
light food. 

Two nights and one day without sleep, and with 
but little food, without the slightest evidence of 
fatigue, would not have been possible had I not kept 
my body energized with enthusiasm over the work at 

Enthusiasm is not merely a figure of speech; it is 
a vital force that you can harness and use with profit. 
Without it you would resemble an electric battery 
without electricity. 

Enthusiasm is the vital force with which you 
recharge your body and develop a dynamic 
personality. Some people are blessed with natural 
enthusiasm, while others must acquire it. The 
procedure through which it may be developed is 
simple. It begins by the doing of the work or 
rendering of the service which one likes best. If you 
should be so situated that you cannot conveniently 
engage in the work which you like best, for the time 
being, then you can proceed along another line very 
effectively by adopting a definite chief aim that 
contemplates your engaging in that particular work at 
some future time. 

Lack of capital and many other circumstances 
over which you have no immediate control may force 
you to engage in work which you do not like, but no 
one can stop you from determining in your own mind 
what your definite chief aim in life shall be, nor can 
anyone stop you from planning ways and means for 
translating this aim into reality, nor can anyone stop 
you from mixing enthusiasm with your plans. 

Happiness, the final object of all human effort, is 
a state of mind that can be maintained only through 
the hope of future achievement. Happiness lies always 
in the future and never in the past. The happy person 
is the one who dreams of heights of achievement that 
are yet unattained. The home you intend to own, the 
money you intend to earn and place in the bank, the 
trip you intend to take when you can afford it, the' 
Position in life you intend to fill when you have 
prepared yourself, and the preparation, itself-these are 
the things that produce happiness. Likewise, these are 
the materials out of which your definite chief aim is 
formed; these are the things over which you may 

become enthusiastic, no matter what your present 
station in life may be. 

More than twenty years ago I became enthusiastic 
over an idea. When the idea first took form in my 
mind I was unprepared to take even the first step 
toward its transformation into reality. But I nursed it 
in my mind - I became enthusiastic over it as I looked 
ahead, in my imagination, and saw the time when I 
would be prepared to make it a reality. 

The idea was this: I wanted to become the editor 
of a magazine, based upon the Golden Rule, through 
which I could inspire people to keep up courage and 
deal with one another squarely. 

Finally my chance came! and, on armistice day, 
1918, I wrote the first editorial for what was to 
become the material realization of a hope that had lain 
dormant in my mind for nearly a score of years. 

With enthusiasm I poured into that editorial the 
emotions which I had been developing in my heart 
over a period of more than twenty years. My dream 
had come true. My editorship of a national magazine 
had become a reality. 

As I have stated, this editorial was written with 
enthusiasm. I took it to a man of my acquaintance and 
with enthusiasm I read it to him. The editorial ended 
in these words: "At last my twenty-year-old dream is 
about to come true. It takes money, and a lot of it, to 
publish a national magazine, and I haven't the 
slightest idea where I am going to get this essential 
factor, but this is worrying me not at all because / 
know I am going to get it somewhere!" As I wrote 
those lines, I mixed enthusiasm and faith with them. 

I had hardly finished reading this editorial when 

the man to whom I read it - the first and only person 
to whom I had shown it - said: 

"I can tell you where you are going to get the 
money, for I am going to supply it." 

And he did! 

Yes, enthusiasm is a vital force; so vital, in fact, 
that no man who has it highly developed can begin 
even to approximate his power of achievement. 

Before passing to the next step in this lesson, I 
wish to repeat and to emphasize the fact that you may 
develop enthusiasm over your definite chief aim in 
life, no matter whether you are in position to achieve 
that purpose at this time or not. You may be a long 
way from realization of your definite chief aim, but if 
you will kindle the fire of enthusiasm in your heart, 
and keep it burning, before very long the obstacles 
that now stand in the way of your attainment of that 
purpose will melt away as if by the force of magic, 
and you will find yourself in possession of power that 
you did not know you possessed. 



We come, now, to the discussion of one of the 
most important subjects of this Reading Course, 
namely, suggestion. 

In the preceding lessons we have discussed the 
subject of Auto-suggestion, which is self-suggestion. 
You saw, in Lesson Three, what an important part 
Auto-suggestion played. 

Suggestion is the principle through which your 
words and your acts and even your state of mind 

ONE of the most 

valuable things any 

man can learn is the 

art of using the know- 
ledge and experience 

of others. 


influence others. That you may comprehend the far- 
reaching power of suggestion, let me refer to the 
Introductory Lesson, in which the principle of 
telepathy is described. If you now understand and 
accept the principle of telepathy (the communication 
of thought from one mind to another without the aid of 
signs, symbols or sounds) as a reality, you of course 
understand why enthusiasm is contagious, and why it 
influences all within its radius. 

When your own mind is vibrating at a high rate, 
because it has been stimulated with enthusiasm, that 
vibration 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 public 
speaker "senses" the feeling that his audience is "en 
rapport" with him he merely recognizes the fact that 
his own enthusiasm has influenced the minds of his 
listeners until their minds are vibrating in harmony 
with his own. 

When the salesman "senses" the fact that the 
"psychological" moment for closing a sale has arrived, 
he merely feels the effect of his own enthusiasm as it 
influences the mind of his prospective buyer and 
places that mind "en rapport" (in harmony) with his 

The subject of suggestion constitutes so vitally an 
important part of this lesson, and of this entire course, 
that I will now proceed to describe the three mediums 
through which it usually operates; namely, what you 
say, what you do and what you think! 

When you are enthusiastic over the goods you are 
selling or the services you are offering, or the speech 
you are delivering, your state of mind becomes 
obvious to all who hear you, by the tone of your voice. 
Whether you have ever thought of it in this way or 


not, it is the tone in which you make a statement, 
more than it is the statement itself, that carries 
conviction or fails to convince. No mere combination 
of words can ever take the place of a deep belief in a 
statement that is expressed with burning enthusiasm. 
Words are but devitalized sounds unless colored with 
feeling that is born of enthusiasm. 

Here the printed word fails me, for I can never 
express with mere type and paper the difference 
between words that fall from unemotional lips, 
without the fire of enthusiasm back of them, and those 
which seem to pour forth from a heart that is bursting 
with eagerness for expression. The difference is there, 

Thus, what you say, and the way in which you say 
it, conveys a meaning that may be just the opposite to 
what is intended. This accounts for many a failure by 
the salesman who presents his arguments in words 
which seem logical enough, but lack the coloring that 
can come only from enthusiasm that is born of 
sincerity and belief in the goods he is trying to sell. 
His, words said one thing, but the tone of his voice 
suggested something entirely different; therefore, no 
sale was made. 

That which you say is an important factor in the 
operation of the principle of suggestion, but not 
nearly so important as that which you do. Your acts 
will count for more than your words, and woe unto 
you if the two fail to harmonize. 

If a man preach the Golden Rule as a sound rule 
of conduct his words will fall upon deaf ears if he 
does not practice that which he preaches. The most 
effective sermon that any man can preach on the 
soundness of the Golden Rule is that which he 


preaches, by suggestion, when he applies this rule in 
his relationships with his fellow men. 

If a salesman of Ford automobiles drives up to his 
prospective purchaser in a Buick, or some other make 
of car, all the arguments he can present in behalf of 
the Ford will be without effect. Once I went into one 
of the offices of the Dictaphone Company to look at a 
dictaphone (dictating machine). The salesman in 
charge presented a logical argument as to the 
machine's merits, while the stenographer at his side 
was transcribing letters from a shorthand note-book. 
His arguments in favor of a dictating machine, as 
compared with the old method of dictating to a 
stenographer, did not impress me, because his actions 
were not in harmony with his words. 

Your thoughts constitute the most important of 
the three ways in which you apply the principle of 
suggestion, for the reason that they control the tone of 
your words and, to some extent at least, your actions. 
If your thoughts and your actions and your words 
harmonize, you are bound to influence those with 
whom you come in contact, more or less toward your 
way of thinking. 

We will now proceed to analyze the subject of 
suggestion and to show you exactly how to apply the 
principle upon which it operates. As we have already 
seen, suggestion differs from Auto-suggestion only in 
one way - we use it, consciously or unconsciously, 
when we influence others, while we use Auto- 
suggestion as a means of influencing ourselves. 

Before you can influence another person through 
suggestion, that person's mind must be in a state of 
neutrality; that is, it must be open and receptive to 


your method of suggestion. Right here is where most 
salesmen fail - they try to make a sale before the mind 
of the prospective buyer has been rendered receptive 
or neutralized. This is such a vital point in this lesson 
that I feel impelled to dwell upon it until there can be 
no doubt that you understand the principle that I am 

When I say that the salesman must neutralize the 
mind of his prospective purchaser before a sale can be 
made I mean that the prospective purchaser's mind 
must be credulous. A state of confidence must have 
been established and it is obvious that there can be no 
set rule for either establishing confidence or 
neutralizing the mind to a state of openness. Here the 
ingenuity of the salesman must supply that which 
cannot be set down as a hard and fast rule. 

I know a life insurance salesman who sells 
nothing but large policies, amounting to $100,000.00 
and upward. Before this man even approaches the 
subject of insurance with a prospective client he 
familiarizes himself with the prospective client's 
complete history, including his education, his 
financial status, his eccentricities if he has any, his 
religious preferences and other data too numerous to 
be listed. Armed with this information, he manages to 
secure an introduction under conditions which permit 
him to know the Prospective client in a social as well 
as a business way. Nothing is said about the sale of 
life insurance during his first visit, nor his second, 
and sometimes he does not approach the subject of 
insurance until he has become very well acquainted 
with the prospective client. 

All this time, however, he is not dissipating his 
efforts. He is taking advantage of these friendly visits 


for the purpose of neutralizing his prospective client's 
mind; that is, he is building up a relationship of 
confidence so that when the time comes for him to 
talk life insurance that which he says will fall upon 
ears that willingly listen. 

Some years ago I wrote a book entitled How to 
Sell Your Services. Just before the manuscript went to 
the publisher, it occurred to me to request some of the 
well known men of the United States to write letters 
of endorsement to be published in the book. The 
printer was then waiting for the manuscript; therefore, 
I hurriedly wrote a letter to some eight or ten men, in 
which I briefly outlined exactly what I wanted, but the 
letter brought back no replies. I had failed to observe 
two important prerequisites for success - I had written 
the letter so hurriedly that I had failed to inject the 
spirit of enthusiasm into it, and, I had neglected so to 
word the letter that it had the effect of neutralizing 
the minds of those to whom it was sent; therefore, I 
had not paved the way for the application of the 
principle of suggestion. 

After I discovered my mistake, I then wrote a 
letter that was based upon strict application of the 
principle of suggestion, and this letter not only 
brought back replies from all to whom it was sent, but 
many of the replies were masterpieces and served, far 
beyond my fondest hopes, as valuable supplements to 
the book. For the purpose of comparison, to show you 
how the principle of suggestion may be used in 
writing a letter, and what an important part 
enthusiasm plays in giving the written word "flesh," 
the two letters are here reproduced. It will not be 
necessary to indicate which letter failed, as that will 
be quite obvious: 


A CAREFUL inventory 
of all your past 
experiences may dis- 
close the startling fact 
that everything has 
happened for the best. 


My dear Mr. Ford: 

I am just completing a manuscript for a new book 
entitled How to Sell Your Services. I anticipate the 
sale of several hundred thousand of these books and I 
believe those who purchase the book would welcome 
the opportunity of receiving a message from you as to 
the best method of marketing personal services. 

Would you, therefore, be good enough to give me 
a few minutes of your time by writing a brief message 
to be published in my book? This will be a big favor 
to me personally and I know it would be appreciated 
by the readers of the book. 

Thanking you in advance for any consideration 
you may care to show me, I am, 

Yours very truly, 

Hon. Thomas R. Marshall, 
Vice-President of the United States, 
Washington, D. C. 
My dear Mr. Marshall: 

Would you care for the opportunity to send a 
message of encouragement, and possibly a word of 
advice, to a few hundred thousand of your fellow men 
who have failed to make their mark in the world as 
successfully as you have done? 

I have about completed a manuscript for a book to 
be entitled How to Sell Your Services. The main point 
made in the book is that service rendered is cause and 
the pay envelope is effect; and that the latter varies in 
proportion to the efficiency of the former. 

The book would be incomplete without a few 


words of advice from a few men who, like yourself, 
have come up from the bottom to enviable positions in 
the world. Therefore, if you will write me of your 
views as to the most essential points to be borne in 
mind by those who are offering personal services for 
sale I will pass your message on through my book, 
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 world's work. 
I know you are a busy man, Mr. Marshall, but 
please bear in mind that by simply calling in your 
secretary and dictating a brief letter you will be 
sending forth an important message to possibly half a 
million people. In money this will not be worth to you 
the two cent stamp that you will place on the letter, 
but, if estimated from the viewpoint of the good it 
may do others who are less fortunate than yourself, it 
may be worth the difference between success and 
failure to many a worthy person who will read your 
message believe in it, and be guided by it. 

Very cordially yours, 

Now, let us analyze 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 
motive. In the first letter it is obvious that the motive 
is entirely one of self-interest. The letter states 
exactly what is wanted, but the wording of it leaves a 
doubt as to why the request is made or whom it is 
intended, to benefit. Study the sentence in the second 
paragraph, "This will be a big favor to me personally, 
etc." Now it may seem to be a peculiar trait, but the 


truth is that most people will not grant favors just to 
please others. If I ask you to render a service that will 
benefit me, without bringing you some corresponding 
advantage, you will not show much enthusiasm in 
granting that favor; you may refuse altogether if you 
have a plausible excuse for refusing. But if I ask you 
to render a service that will benefit a third person, 
even though the service must be rendered through me; 
and if that service is of such a nature that it is likely 
to reflect credit on you, the chances are that you will 
render the service willingly. 

We see this psychology demonstrated by the man 
who pitches a dime to the beggar on the street, or 
perhaps refuses even the dime, but willingly hands 
over a hundred or a thousand dollars to the charity 
worker who is begging in the name of others. 

But the most damaging suggestion of all is 
contained in the last and most important paragraph of 
the letter, "Thanking you in advance for any 
consideration you may care to show me." This 
sentence strongly suggests that the writer of the letter 
anticipates a refusal of his request. It clearly indicates 
lack of enthusiasm. It paves the way for a refusal of 
the request. 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 request. On the other hand, he can clearly see that 
the object of the letter is to secure from him a letter 
of endorsement that will help sell the book. The most 
important selling argument - in fact, the only selling 
argument available in connection with this request, 
has been lost because it was not brought out and 
established as the real motive for making the request. 


This argument was but faintly mentioned in the 
sentence, "I believe those who purchase the book 
would welcome the opportunity of receiving a message 
from you as to the best method of marketing personal 

The opening paragraph of the letter violates an 
important fundamental of salesmanship because it 
clearly suggests that the object of the letter is to gain 
some advantage for its writer, and does not even hint 
at any corresponding advantage that may accrue to the 
person to whom it is sent. Instead of neutralizing the 
mind of the recipient of the letter, as it should do, it 
has just the opposite effect; it causes him to close his 
mind against all argument that follows; it puts him in 
a frame of mind that makes it easy for him to say no. 
It reminds me of a salesman - or, perhaps I should say, 
a man who wanted to be a salesman - who once 
approached me for the purpose of selling me a 
subscription to the Saturday Evening Post. As he held 
a copy of the magazine in front of me he suggested the 
answer I should make by this question: 

"You wouldn't subscribe for the Post to help me 
out, would you? " 

Of course I said no! He had made it easy for me 
to say no. There was no enthusiasm back of his words, 
and gloom and discouragement were written all over 
his face. He needed the commission he would have 
made on my subscription had I purchased; no doubt 
about that - but he suggested nothing that appealed to 
my self-interest motive, therefore he lost a sale. But 
the loss of this one 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 
have made had he changed his approach. 


A few weeks later another subscription agent 
approached me. She was selling a combination of six 
magazines, one of which was the Saturday Evening 
Post, but how different was her approach. She glanced 
at my library table, on which she saw several 
magazines, then at my book shelves, and exclaimed 
with enthusiasm: 

"Oh! I see you are a lover of books and 
magazines. " 

I proudly pleaded guilty to the charge. Observe 
the word "proudly, " for it has an important bearing on 
this incident. I laid down the manuscript that I was 
reading when this saleswoman came in, for I could see 
that she was a woman of intelligence. Just how I came 
to see this I will leave to your imagination. The 
important point is that I laid down the manuscript and 
actually felt myself wanting to hear what she had to 

With the aid of eleven words, plus a pleasant 
smile, plus a tone of genuine enthusiasm, she had 
neutralized my mind sufficiently to make me want to 
hear her. She had performed her most difficult task, 
with those few words, because I had made up my mind 
when she was announced that I would keep my 
manuscript in my hands and thereby convey to her 
mind, as politely as I could, the fact that I was busy 
and did not wish to be detained. 

Being a student of salesmanship and of 
suggestion, I carefully watched to see what her next 
move would be. She had a bundle of magazines under 
her arm and I expected she would unroll it and begin 
to urge me to purchase, but she didn't. You will recall 
that I said she was selling a combination of six 
magazines; not merely trying to sell them. 










She walked over to my book shelves, pulled out a 
copy of Emerson's Essays, and for the next ten 
minutes she talked about Emerson's essay on 
Compensation so interestingly that I lost sight of the 
roll of magazines that she carried. (She was 
neutralizing my mind some more.) 

Incidentally, she gave me a sufficient number of 
new ideas about Emerson's works to provide material 
for an excellent editorial. 

Then she asked me which magazines I received 
regularly, and after I told her she smiled as she began 
to unroll her bundle of magazines and laid them on the 
table in front of me. She analyzed her magazines one 
by one, and explained just why I should have each of 
them. The Saturday Evening Post would bring me the 
cleanest fiction; Literary Digest would bring me the 
news of the world in condensed form, such as a busy 
man like myself would demand; the American 
Magazine would bring me the latest biographies of the 
men who were leading in business and industry, and 
so on, until she had covered the entire list. 

But I was not responding to her argument as 
freely as she thought I should have, so she slipped me 
this gentle suggestion: 

"A man of your position is bound to be well 
informed and, if he isn't, it will show up in his own 

She spoke the truth! Her remark was both a 
compliment and a gentle reprimand. She made me feel 
somewhat sheepish because she had taken inventory of 
my reading matter - and six of the leading magazines 
were not on my list. (The six that she was selling.) 


Then I began to "slip" by asking her how much 
the six magazines would cost. She put on the finishing 
touches of a well presented sales talk by this tactful 
reply: "The cost? Why, the cost of the entire number 
is less than you receive for a single page of the 
typewritten manuscript that you had in your hands 
when I came in." 

Again she spoke the truth. And how did she 
happen to guess so well what I was getting for my 
manuscript? The answer is, she didn't guess - she 
knew! She made it a part of her business to draw me 
out tactfully as to the nature of my work (which in no 
way made me angry). She became so deeply interested 
in the manuscript which I had laid down when she 
came in, that she actually induced me to talk about it. 
(I am no saying, of course, that this required any great 
amount of skill or coaxing, for have I not said that it 
was my manuscript?) In my remarks about that 
manuscript, I suspect I admitted that I was receiving 
$250.00 for the fifteen pages; yes, / am sure I was 
careless enough to admit that I was being well paid 
for my work. 

Perhaps she induced me to make the admission. 
At any rate, the information was valuable to her and 
she made effective use of it at the psychological 
moment. For all I know it was a part of her plan to 
observe carefully all that she saw and heard, with the 
object of finding out just what my weaknesses were 
and what I was most interested in discussing. Some 
salesmen take the time to do this; some do not. She 
was one of those who did. 

Yes, she went away with my order for the six 
magazines; also my twelve dollars. But that was not 
all the benefit she derived from tactful suggestion 


plus enthusiasm; she got my consent to canvass my 
office, and before she left she had five other orders 
from my employees. 

At no time during her stay did she leave the 
impression that I was favoring her by purchasing her 
magazines. Just to the contrary, she distinctly 
impressed me with the feeling that she was rendering 
me a favor. This was tactful suggestion. 

Before we get away from this incident, I wish to 
make an admission - when she drew me into 
conversation she did it in such a way that I talked 
with enthusiasm. 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 talk about my own work! Of 
course I am not suggesting that you should be 
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 talk of my own work for the 
purpose of neutralizing my mind so that I would listen 
to her, when she was ready to talk of her magazines, 
as patiently as she had listened to me. However, if you 
should be clever enough to draw a lesson from her 
method, there is no way for me to stop you from doing 

As I have stated, when I talked I mixed 
enthusiasm with my conversation. Perhaps I caught 
the spirit of enthusiasm from this clever saleswoman, 
when she made that opening remark as she came into 
my study. Yes, I am sure this is where I caught it, 
and, I am just as sure that her enthusiasm was not a 
matter of accident. She had trained herself to look for 
something in her prospective purchaser's office, or his 


work, or his conversation, over which she could 
express enthusiasm. 

Remember, suggestion and enthusiasm go hand in 

I can remember, as though it were yesterday, the 
feeling that came over me when that would-be 
salesman pushed that Saturday Evening Post in front 
of me, as he remarked: 

"You wouldn't subscribe for the Post to help me 
out, would you?" 

His words were chilled, they were lifeless; they 
lacked enthusiasm; they registered an impression in 
my mind, but that impression was one of coldness. I 
wanted to see the man go out at the door at which he 
had come in. Mind you, I am not naturally 
unsympathetic, but the tone of his voice, the look on 
his face, his general bearing suggested that he was 
there to ask a favor and not to offer one. 

Suggestion is one of the most subtle and powerful 
principles of psychology. You are making use of it in 
all that you do and say and think, but, unless you 
understand the difference between negative suggestion 
and positive suggestion, you may be using it in such a 
way that it is bringing you defeat instead of success. 

Science has established the fact that through the 
negative use of suggestion life may be extinguished. 
Some years ago, in France, a criminal was condemned 
to death, but before the time for his execution an 
experiment was performed on him which conclusively 
proved that through the principle of suggestion death, 
could be produced. The criminal was brought to the 
guillotine and his head was placed under the knife, 
after he had been blindfolded. A heavy, sharp edged 


plank was then dropped on his neck, producing a 
shock similar to that of a sharp edged knife. Warm 
water was then gently poured on his neck and allowed 
to trickle slowly down his spine, to imitate the flow of 
warm blood. In seven minutes the doctors pronounced 
the man dead. His imagination, through the principle 
of suggestion, had actually turned the sharp edged 
plank into a guillotine blade and stopped his heart 
from beating. 

In the little town where I was raised, there lived 
an old lady who constantly complained that she feared 
death from cancer. During her childhood she had seen 
a woman who had cancer and the sight had so 
impressed itself upon her mind that she began to look 
for the symptoms of cancer in her own body. She was 
sure that every little ache and pain was the beginning 
of her long-looked-for symptom of cancer. I have seen 
her place her hand on her breast and have heard her 
exclaim, "Oh, I am sure I have a cancer growing here. 
I can feel it." When complaining of this imaginary 
disease, she always placed her hand on her left breast, 
where she believed the cancer was attacking her. 

For more than twenty years she kept this up. 

A few weeks ago she died - with cancer on her 
left breast! If suggestion will actually turn the edge of 
a plank into a guillotine blade and transform healthy 
body cells into parasites out of which cancer will 
develop, can you not imagine what it will do in 
destroying disease germs, if properly directed? 
Suggestion is the law through which mental healers 
work what appear to be miracles. I have personally 
witnessed the removal of parasitical growths known as 


Half the 


that strew 

life's ocean 

If some star had been their 


Might in 


now be 


But they 


with the 



warts, through the aid of suggestion, within forty- 
eight hours. 

You - the reader of this lesson - can be sent to bed 
with imaginary sickness of the worst sort, in two 
hours' time or less, through the use of suggestion. If 
you should start down the street and three or four 
people in whom you had confidence should meet you 
and each exclaim that you look ill you would be ready 
for a doctor. This brings to mind an experience that I 
once had with a life insurance salesman. I had made 
application for a policy, but was undecided as to 
whether I would take ten or twenty thousand dollars. 
Meanwhile, the agent had sent me to the life insurance 
company's doctor to be examined. The following day I 
was called back for another examination. The second 
time the examination was more searching, and the 
doctor carried a worried look on his face. The third 
day I was called back again, and this time two 
consulting physicians were there to look me over. 
They gave me the most searching examination I had 
ever received or even heard of. 

The next day the agent called on me and 
addressed me as follows: 

"I do not wish to alarm you! but the doctors who 
examined you do not agree on your analysis. You have 
not yet decided whether you will take ten or twenty 
thousand dollars' worth of insurance, and I do not 
think it fair for me to give you a report on your 
medical examination until you make this decision, 
because if I did you might feel that I was urging you 
to take the larger amount" 

Then I spoke up and said: "Well, I have already 
decided to take the full amount." True enough; I had 
decided to take the full twenty thousand dollar policy. 


/ decided the moment the agent planted the suggestion 
in my mind that perhaps I had some constitutional 
weakness that would make it hard for me to get as 
much insurance as I wanted. 

"Very well," said the agent, "now that you have 
decided I feel it my duty to tell you that two of the 
doctors believe you have the tubercular germ in your 
system, while the other two disagree with them." The 
trick had been turned. Clever suggestion had pushed 
me over the fence of indecision and we were all 

Where does enthusiasm come in, do you ask? 
Never mind, it "came in" all right, but if you wish to 
know who brought it you will have to ask the life 
insurance agent and his four medical accomplices, for 
I am sure they must have had a hearty laugh at my 
expense. But the trick was all right. I needed the 
insurance anyway. 

Of course, if you happen to be a life insurance 
agent you will not grab this idea and work it out on 
the next prospective client who is slow in making up 
his mind about taking a policy. Of course you will 

A few months ago I received one of the most 
effective pieces of advertising I ever saw. It was a 
neat little book in which a clever automobile 
insurance salesman had reprinted press dispatches that 
he had gathered from all over the country, in which it 
was shown that sixty-five automobiles had been stolen 
in a single day. On the back page of the book was this 
highly suggestive statement: 

"Your car may be the next one to go. Is it 
insured? " 

At the bottom of the page was the salesman's name 
and address; also his telephone number. Before I had 


finished reading the first two pages of the book I 
called the salesman on the telephone and made inquiry 
about rates. He came right over to see me, and you 
know the remainder of the story. 

Go back, now, to the two letters and let us 
analyze the second one, which brought the desired 
replies from all to whom it was sent. Study, carefully, 
the first paragraph and you will observe that it asks a 
question which can be answered in but one way. 
Compare this opening paragraph with that of the first 
letter, by asking yourself which of the two would have 
impressed you most favorably. This paragraph is 
worded as it is for a two-fold purpose; first, it is 
intended to serve the purpose of neutralizing the mind 
of the reader so he will read the remainder of the 
letter in an open-minded attitude; and, second, it asks 
a question which can be answered in but one way, for 
the purpose of committing the reader to a viewpoint 
which harmonizes with the nature of the service that 
he is to be requested to render in subsequent 
paragraphs of the letter. 

In the second lesson of this course you observed 
that Andrew Carnegie refused to answer my question, 
when I asked him to what he attributed his success, 
until he had asked me to define the word success. He 
did this to avoid misunderstanding. The first 
paragraph of the letter we are analyzing is so worded 
that it states the object of the letter and at the same 
time practically forces the reader to accept that object 
as being sound and reasonable. 

Any person who would answer the question asked 


in this paragraph of the letter under discussion, in the 
negative, would, by the same answer, convict himself 
on the charge of selfishness, and no man wants to face 
himself with a guilty conscience on such a charge. 
Just as the farmer first plows his ground, then 
fertilizes it, and perhaps harrows it and prepares it to 
receive the seed, in order that he may be sure of a 
crop, so does this paragraph fertilize the mind of the 
reader and prepare it for the seed which is to be 
placed there through the subtle suggestion that the 
paragraph contains. 

Study, carefully, the second paragraph of the 
letter and you will observe that it carries a statement 
of fact which the reader can neither question nor 
deny! It provides him with no reason for argument 
because it is obviously based upon a sound 
fundamental. It takes him the second step of the 
psychological journey that leads straight toward 
compliance with the request that is carefully clothed 
and covered up in the third paragraph of the letter, but 
you will notice that the third paragraph begins by 
paying the reader a nice little compliment that was not 
designed to make him angry. "Therefore, if you will 
write me of your views as to the most essential points 
to be borne in mind by those who are offering 
personal services for sale," etc., Study the wording of 
this sentence, together with the setting in which it has 
been placed, and you will observe that it hardly 
appears to be a request at all, and certainly there is 
nothing about it to suggest that the writer of the letter 
is requesting a favor for his personal benefit. At most, 
it can be construed merely as a request for a favor for 

Now study the closing paragraph and notice how 


tactfully concealed is the suggestion that if the reader 
should refuse the request he is placing himself in the 
awkward position of one who does not care enough 
about those who are less fortunate than himself to 
spend a two cent stamp and a few minutes of time for 
their benefit. 

From start to finish the letter conveys its 
strongest impressions by mere suggestion, yet this 
suggestion is so carefully covered that it is not 
obvious except upon careful analysis of the entire 

The whole construction of the letter is such that 
if the reader lays it aside without complying with the 
request it makes he will have to reckon with his own 
conscience! This effect is intensified by the last 
sentence of the last paragraph and especially by the 
last thirteen words of that sentence, "who will read 
your message, believe in it, and be guided by it." 

This letter brings the reader up with a bang and 
turns his own conscience into an ally of the writer; it 
corners him, just as a hunter might corner a rabbit by 
driving it into a carefully prepared net. 

The best evidence that this analysis is correct is 
the fact that the letter brought replies from every 
person to whom it was sent, despite the fact that every 
one of these men was of the type that we speak of as 
being a man of affairs - the type that is generally 
supposed to be too busy to answer a letter of this 
nature. Not only did the letter bring the desired 
replies, but the men to whom it was sent replied in 
person, with the exception of the late Theodore 
Roosevelt, who replied under the signature of a 

John Wanamaker and Frank A. Vanderlip wrote 
two of the finest letters I have ever read, each a mas- 


CONCEIT is a fog which 
envelops a man's real 
character beyond his 
own recognition. It 

weakens his native 

ability and strengthens 

all his inconsistencies. 


terpiece that might well have adorned the pages of a 
more dignified volume than the one for which the 
letters were requested. Andrew Carnegie also wrote a 
letter that was well worth consideration by all who 
have personal services for sale. William Jennings 
Bryan wrote a fine letter, as did, also, the late Lord 
Northcliffe. None of these men wrote merely to please 
me, for I was unknown to all of them, with the 
exception of four. They did not write to please me - 
they wrote to please themselves and to render a 
worthy service. Perhaps the wording of the letter had 
something to do with this, but, as to that, I make no 
point other than to state that all of these men whom I 
have mentioned, and most others of their type, are 
generally the most willing men to render service for 
others when they are properly approached. 

I wish to take advantage of this appropriate 
opportunity to state that all of the really big men 
whom I have had the pleasure of knowing have been 
the most willing and courteous men of my 
acquaintance when it came to rendering service that 
was of benefit to others. Perhaps that was one reason 
why they were really big men. 

The human mind is a marvelous piece of 

One of its outstanding characteristics is noticed 
in the fact that all impressions which reach it, either 
through outside suggestion or Auto-suggestion, are 
recorded together in groups which harmonize in 
nature. The negative impressions are stored away, all 
in one portion of the brain, while the positive 
impressions are stored in another portion. When one 
of these impressions (or past experiences) 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, just as the raising of one link of a 
chain brings up other links with it. For example, 
anything that causes a feeling of doubt to arise in a 
person's mind is sufficient to call forth all of his 
experiences which caused him to become doubtful. If 
a man is asked by a stranger to cash a check, 
immediately he remembers having cashed checks that 
were not good, or of having heard of others who did 
so. Through the law of association all similar 
emotions, experiences and sense impressions that 
reach the mind are filed away together, so that the 
recalling of one has a tendency to bring back to 
memory all the others. 

To arouse a feeling of distrust in a person's mind 
has a tendency to bring to the surface every doubt- 
building experience that person ever had. For this 
reason successful salesmen endeavor to keep away 
from the discussion of subjects that may arouse the 
buyer's "chain of doubt impressions" which he has 
stored away by reason of previous experiences. The 
successful salesman quickly learns that "knocking" a 
competitor or a competing article may result in 
bringing to the buyer's mind certain negative emotions 
growing out of previous experiences which may make 
it impossible for the salesman to "neutralize" the 
buyer's mind. 

This principle applies to and controls every sense 
impression that is lodged in the human mind. Take the 
feeling of fear, for example; the moment we permit a 
single emotion that is related to fear to reach the 
conscious mind, it calls with it all of its unsavory 
relations. A 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 make 
poor room-mates because they do not harmonize in 
nature. Like attracts like. Every thought held in the 
conscious mind has a tendency to draw to it other 
thoughts of a similar nature. You see, therefore, that 
these feelings, thoughts and emotions growing out of 
past experiences, which claim the attention of the 
conscious mind, are backed by a regular army of 
supporting soldiers of a similar nature, that stand 
ready to aid them in their work. 

Deliberately place in your own mind, through the 
principle of Auto-suggestion, the ambition to succeed 
through the aid of a definite chief aim, and notice how 
quickly all of your latent or undeveloped ability in the 
nature of past experiences will become stimulated and 
aroused to action in your behalf. Plant in a boy's 
mind, through the principle of suggestion, the 
ambition to become a successful lawyer or doctor or 
engineer or business man or financier, and if you plant 
that suggestion deeply enough, and keep it there, by 
repetition, it will begin to move that boy toward the 
achievement of the object of that ambition. 

If you would plant a suggestion "deeply," mix it 
generously with enthusiasm; for enthusiasm is the 
fertilizer that will insure its rapid growth as well as 
its permanency. 

When that kind-hearted old gentleman planted in 
my mind the suggestion that I was a "bright boy" and 
that I could make my mark in the world if I would 
educate myself, it was not so much what he said, as it 
was the way in which he said it that made such a deep 
and lasting impression on my mind. It was the way in 
which he gripped my shoulders and the look of con- 


fidence in his eyes that drove his suggestion so deeply 
into my subconscious mind that it never gave me any 
peace until I commenced taking the steps that led to 
the fulfillment of the suggestion. 

This is a point that I would stress with all the 
power at my command. It is not so much what you say 
as it is the TONE and MANNER in which you say it 
that makes, a lasting impression. 

It naturally follows, therefore, that sincerity of 
purpose, honesty and earnestness must be placed back 
of all that one says if one would make a lasting and 
favorable impression. 

Whatever you successfully sell to others you must 
first sell to yourself! 

Not long ago I was approached by an agent of the 
government of Mexico who sought my services as a 
writer of propaganda for the administration in charge 
at that time. His approach was about as follows: 

"Whereas, Senor has a reputation as an exponent 
of the Golden Rule philosophy; and whereas, Senor is 
known throughout the United States as an independent 
who is not allied with any political faction, now, 
therefore, would Senor be gracious enough to come to 
Mexico, 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 America the immediate 
recognition of Mexico by the government of the 
United States, etc." 

For this service, I was offered more money than I 
shall, perhaps, ever possess during my entire life; but 
I refused the commission, and for a reason that will 
fail to impress anyone except those who understand 


the principle which makes it necessary for all who 
would influence others to remain on good terms with 
their own conscience. 

I could not write convincingly of Mexico's cause 
for the reason that I did not believe in that cause; 
therefore, I could not have mixed sufficient 
enthusiasm with my writing to have made it effective, 
even though I had been willing to prostitute my talent 
and dip my pen into ink that I knew to be muddy. 

I will not endeavor further to explain my 
philosophy on this incident for the reason that those 
who are far enough advanced in the study of Auto- 
suggestion will not need further explanation, while 
those who are not far enough advanced would not and 
could not understand. 

No man can afford to express, through words or 
acts, that which is not in harmony with his own belief, 
and if he does so he must pay by the loss of his ability 
to influence others. 

Please read, aloud, the foregoing paragraph! It is 
worth emphasizing by repetition, for lack of 
observation of the principle upon which it is based 
constitutes the rocks and reefs upon which many a 
man's definite chief aim dashes itself to pieces. 

I do not believe that I can afford to try to deceive 
anyone, about anything, but / know that I cannot 
afford to try to deceive myself. To do so would destroy 
the power of my pen and render my words ineffective. 
It is only when I write with the fire of enthusiasm 
burning in my heart that my writing impresses others 
favorably; and it is only when I speak from a heart 
that is bursting with belief in my message, that I can 
move my audience to accept that message. 


IS there 




thought in 


fact that 



has ever 





"Wild drinking 



other similar 





l the names 

of Edison, 



and most o 

f the 

other really 

big fellows 




I would also have you read, aloud, the foregoing 
paragraph. Yes, I would have you commit it to 
memory. Even more than this, I would have you write 
it out and place it where it may serve as a daily 
reminder of a principle, nay, a law as immutable as 
the law of gravitation, without which you can never 
become a power in your chosen life-work. 

There have been times, and many of them, when it 
appeared that if I stood by this principle it would 
mean starvation! 

There have been times when my closest friends 
and business advisers have strongly urged me to shade 
my philosophy for the sake of gaining a needed 
advantage here and there, but somehow I have 
managed to cling to it, mainly, I suppose, for the 
reason that I have preferred peace and harmony in my 
own heart to the material gain that I might have had 
by a forced compromise with my conscience. 

Strange as it may seem, my deliberations and 
conclusions on this subject of refusing to strangle my 
own conscience have seldom been based upon what is 
commonly called "honesty." That which I have done in 
the matter of refraining from writing or speaking 
anything that I did not believe has been solely a 
question of honor between my conscience and myself. 
I have tried to express that which my heart dictated 
because I have aimed to give my words "flesh." It 
might be said that my motive was based more upon 
self-interest than it was on a desire to be fair with 
others, although I have never desired to be unfair with 
others, so far as I am able to analyze myself. 

No man can become a master salesman if he 
compromises with falsehood. Murder will out, and 


even though no one ever catches him red-handed in 
expressing that which he does not believe, his words 
will fail in the accomplishment of their purpose 
because he cannot give them "flesh," if they do not 
come from his heart, and if they are not mixed with 
genuine, unadulterated enthusiasm. 

I would also have you read, aloud, the foregoing 
paragraph, for it embraces a great law that you must 
understand and apply before you can become a person 
of influence in any undertaking. 

In making these requests, for the sake of 
emphasis, I am not trying to take undue liberties with 
you. I am giving you full credit for being an adult, a 
thinker,: an intelligent person, yet I know how likely 
you are to skip over these vital laws without being 
sufficiently impressed by them to make them a part of 
your own workaday philosophy. / know your weakness 
because I know my own. It has required the better part 
of twenty-five years of ups and downs - mostly downs 
- to impress these basic truths upon my own mind so^ 
that they influenced me. I have tried both them and 
their opposites; therefore, I can speak, not as one who 
merely believes in their soundness, but as one who 

And what do I mean by "these truths"? 

So that you cannot possibly misunderstand my 
meaning, and so that these words of warning cannot 
possibly convey an abstract meaning, I will state that 
by "these truths" I mean this: 

You cannot afford to suggest to another person, 
by word of mouth or by an act of yours, that which 
you do not believe. 

Surely that is plain enough. 


And, the reason you cannot afford to do so, is 

If you compromise with your own conscience, it 

will not be long before you will have no conscience; 

for your conscience will fail to guide you, just as an 

alarm clock will fail to awaken you if you do not heed 


Surely, that is plain enough, also. 

And how do I happen to be an authority on this 
vital subject, do you ask? 

/ am an authority because I have experimented 
with the principle until I know how it works! 

"But," you may ask, "how do I know that you are 
telling the truth?" 

The answer is that you will know only by 
experimenting for yourself, and by observing others 
who faithfully apply this principle and those who do 
not apply it. 

If my evidence needs backing, then consult any 
man whom you know to be a person who has "tried to 
get by" without observing this principle, and if he will 
not or cannot give you the truth you can get it, 
nevertheless, by analyzing the man. 

There is but one thing in the world that gives a 
man real and enduring power, and that is character! 
Reputation, bear in mind, is not character. Reputation 
is that which people are believed to be; character is 
that which people are! If you would be a person of 
great influence, then be a person of real character. 

Character is the philosopher's lode-stone through 
which all who have it may turn the base metals of 
their life into pure gold. Without character you have 
nothing; you are nothing; and you can be nothing, 
except a pile of flesh and bone and hair, worth 
perhaps twenty-five dollars. Character is something 


that you cannot beg or steal or buy. You can get it 
only by building it; and you can build it by your own 
thoughts and deeds, and in no other way. 

Through the aid of Auto-suggestion, any person 
can build a sound character, no matter what his past 
has been. As a fitting close for this lesson, I wish to 
emphasize the fact that all who have character have 
enthusiasm and personality sufficient to draw to them 
others who have character. 

You will now be instructed as to how you shall 
proceed in developing enthusiasm, in the event that 
you do not already possess this rare quality. 

The instructions will be simple, but you will be 
unfortunate if you discount their value on that 

First: Complete the remaining lessons of this 
course, because other important instructions which are 
to be co-ordinated with this one will be found in 
subsequent lessons. 

Second: If you have not already done so, write 
out your definite chief aim in clear, simple language, 
and follow this by writing out the plan through which 
you intend to transform your aim into reality. 

Third: Read over the description of your definite 
chief aim each night, just before retiring, and as you 
read, see yourself (in your imagination) in full 
possession of the object of your aim. Do this with full 
faith in your ability to transform your definite chief 
aim into reality. Read aloud, with all the enthusiasm 
at your command, emphasizing every word. Repeat 
this reading until the small still voice within you tells 
you that your purpose will be realized. Sometimes you 
will feel the effects of this voice from within the first 


time you read your definite chief aim; while at other 
times, you may have to read it a dozen or fifty times 
before the assurance comes, but do not stop until you 
feel it. 

If you prefer to do so you may read your definite 
chief aim as a prayer. 

The remainder of this lesson is for the person who 
has not yet learned the power of faith and who knows 
little or nothing of the principle of Auto-suggestion. 

To all who are in this class, I would recommend 
the reading of the seventh and eighth verses of the 
seventh chapter, and the twentieth verse of the 
seventeenth chapter of St. Matthew. 

One of the greatest powers for good, upon the 
face of this earth, is faith. To this marvelous power 
may be traced miracles of the most astounding nature. 
It offers peace on earth to all who embrace it. 

Faith involves a principle that is so far-reaching 
in its effect that no man can say what are its 
limitations, or if it has limitations. Write into the 
description of your definite chief aim a statement of 
the qualities that you intend to develop in yourself, 
and the station in life that you intend to attain, and 
have faith, as you read this description each night, 
that you can transform this purpose into reality. 
Surely, you cannot miss the suggestion contained in 
this lesson. 

To become successful you must be a person of 
action. Merely to "know" is not sufficient. It is 
necessary both to know and do. 

Enthusiasm is the mainspring of the mind which 
urges one to put knowledge into action. 

Billy Sunday is the most successful evangelist 
this country has ever known. For the purpose of study- 


IF you think your lot in 

life has been hard read 

"Up From Slavery" by 
Booker T. Washington, 
and you may see how 
fortunate you have 



ing his technique and checking up on his 
psychological methods the author of this course went 
through three campaigns with Reverend Sunday. 

His success is based very largely upon one word - 

By making effective use of the law of suggestion 
Billy Sunday conveys his own spirit of enthusiasm to 
the minds of his followers and they become influenced 
by it. He sells his sermons by the use of exactly the 
same sort of strategy employed by many Master 

Enthusiasm is as essential to a salesman as water 
is to a duck! 

All successful sales managers understand the 
psychology of enthusiasm and make use of it, in 
various ways, as a practical means of helping their 
men produce more sales. 

Practically all sales organizations have get- 
together meetings at stated times, for the purpose of 
revitalizing the minds of all members of the sales 
force, and injecting the spirit of enthusiasm, which 
can be best done en masse, through group psychology. 

Sales meetings might properly be called "revival" 
meetings, because their purpose is to revive interest 
and arouse enthusiasm which will enable the salesman 
to take up the fight with renewed ambition and energy. 

During his administration as Sales Manager of the 
National Cash Register Company Hugh Chalmers (who 
later became famous in the motor car industry) faced a 
most embarrassing 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 become known to the salesmen in the field and the 
effect of it was to cause them to lose their 
Enthusiasm. Sales began to dwindle until finally the 
conditions became so alarming that a general meeting 
of the sales organization was called, to be held at the 
company's plant in Dayton, Ohio. Salesmen were 
called in from all over the country. 

Mr. Chalmers presided over the meeting. He 
began by calling on several of his best salesmen to get 
on their feet and tell what was wrong out in the field 
that orders had fallen off. One by one they got up, as 
called, and each man had a most terrible tale of grief 
to unfold: Business conditions were bad, money was 
scarce, people were holding off buying until after 
Presidential election, etc. As the fifth man began to 
enumerate the difficulties which had kept him from 
making his usual quota of sales Mr. Chalmers jumped 
up on top of a table, held up his hands for silence, and 
said "STOP! I order this convention to come to a close 
for ten minutes while I get my shoes shined." 

Then turning to a small colored boy who sat near 
by he ordered the boy to bring his shoe-shine outfit 
and shine his shoes, right where he stood, on top of 
the table. 

The salesmen in the audience were astounded! 
Some of them thought that Mr. Chalmers had suddenly 
lost his mind. They began to whisper among 
themselves. Meanwhile, the little colored boy shined 
first one and then the other shoe, taking plenty of time 
and doing a first-class job. 

After the, job was finished Mr. Chalmers handed 
the boy a dime, then went ahead with his speech: 

"I want each of you," said he, "to take a good 


look at this little colored boy. He has the concession 
for shoe-shining throughout our plant and offices. His 
predecessor was a white boy, considerably older than 
himself, and despite the fact that the company 
subsidized him with a salary of $5.00 a week he could 
not make a living in this plant, where thousands of 
people are employed. 

"This little colored boy not only makes a good 
living, without any subsidy from the company, but he 
is actually saving money out of his earnings each 
week, working under the same conditions, in the same 
plant, for the same people. 

"Now I wish to ask you a question: Whose fault 
was it that the white boy did not get more business? 
Was it his fault, or the fault of his buyers?" 

In a mighty roar from the crowd the answer came 


"Just so," replied Chalmers, "and now I want to 
tell you this, that you are selling Cash Registers in the 
same territory, to the same people, with exactly the 
same business conditions that existed a year ago, yet 
you are not producing the business that you were then. 
Now whose fault is that? Is it yours, or the buyer's?" 

And again the answer came back with a roar: 


"I am glad that you are frank to acknowledge your 
faults," Chalmers continued, "and I now wish to tell 
you what your trouble is: You have heard rumors 
about this company being in financial trouble and that 
has killed off your enthusiasm so that you are not 
making the effort that you formerly made. If you will 


go back into your territories with a definite promise to 
send in five orders each during the next thirty days 
this company will no longer be in financial difficulty, 
for that additional business will see us clear. Will you 
do it?" 

They said they would, and they did! 

That incident has gone down in the history of the 
National Cash Register Company under the name of 
Hugh Chalmers' Million Dollar Shoe Shine, for it is 
said that this turned the tide in the company's affairs 
and was worth millions of dollars. 

Enthusiasm knows no defeat! The Sales Manager 
who knows how to send out an army of enthusiastic 
salespeople may set his own price on his services, and 
what is more important even than this, he can increase 
the earning capacity of every person under his 
direction; thus, his enthusiasm benefits not only 
himself but perhaps hundreds of others. 

Enthusiasm is never a matter of chance. There are 
certain stimuli which produce enthusiasm, the most 
important of these being as follows: 

1. Occupation in work which one loves best. 

2. Environment where one comes in contact with 
others who are enthusiastic and optimistic. 

3. Financial success. 

4. Complete mastery and application, in one's daily 
work, of the Fifteen Laws of Success. 

5. Good health. 

6. Knowledge that one has served others in some 
helpful manner. 

7. Good clothes, appropriate to the needs of one's 

All of these seven sources of stimuli are self- 


explanatory with the exception of the last. The 
psychology of clothes is understood by very few 
people, and for this reason it will be here explained in 
detail. Clothes constitute the most important part of 
the embellishment which every person must have in 
order to feel self-reliant, hopeful and enthusiastic. 


When the good news came from the theater of 
war, on November the eleventh, 1918, my worldly 
possessions amounted to but little more than they did 
the day I came into the world. 

The war had destroyed my business and made it 
necessary for me to make a new start! 

My wardrobe consisted of three well worn 
business suits and two uniforms which I no longer 

Knowing all too well that the world forms its first 
and most lasting impressions of a man by the clothes 
he wears, I lost no time in visiting my tailor. 

Happily, my tailor had known me for many years, 
therefore he did not judge me entirely by the clothes I 
wore. If he had I would have been "sunk. " 

With less than a dollar in change in my pocket, I 
picked out the cloth for three of the most expensive 
suits I ever owned, and ordered that they be made up 
for me at once. 

The three suits came to $375.00! 

I shall never forget the remark made by the tailor 
as he took my measure. Glancing first at the three 
bolts of expensive cloth which I had selected, and 
then at me, he inquired: 

"Dollar-a-year man, eh?" 


ALL anyone re 

lally requires, 

as a capital 

on which 


start a successful career, 

is a 

sound mind, a 

healthy body 

and a genuine 

desire to 


of as much 



possible to as 

many peo 


as possible. 


"No," said I, "if I had been fortunate enough to 
get on the dollar-a-year payroll I might now have 
enough money to pay for these suits." 

The tailor looked at me with surprise. I don't 
think he got the joke. 

One of the suits was a beautiful dark gray; one 
was a dark blue; the other was a light blue with a pin 

Fortunately I was in good standing with my tailor, 
therefore he did not ask when I was going to pay for 
those expensive suits. 

I knew that I could and would pay for them in due 
time, but could I have convinced him of that? This 
was the thought which was running through my mind, 
with hope against hope that the question would not be 
brought up. 

I then visited my haberdasher, from whom I 
purchased three less expensive suits and a complete 
supply of the best shirts, collars, ties, hosiery and 
underwear that he carried. 

My bill at the haberdasher's amounted to a little 
over $300.00. 

With an air of prosperity I nonchalantly signed 
the charge ticket and tossed it back to the salesman, 
with instructions to deliver my purchase the following 
morning. The feeling of renewed self-reliance and 
success had begun to come over me, even before I had 
attired myself in my newly purchased outfit. 

I was out of the war and $675.00 in debt, all in 
less than twenty-four hours. 

The following day the first of the three suits 
ordered from the haberdasher was delivered. I put it 
on at once, stuffed a new silk handkerchief in the out- 


side pocket of my coat, shoved the $50.00 I had 
borrowed on my ring down into my pants pocket, and 
walked down Michigan Boulevard, in Chicago, feeling 
as rich as Rockefeller. 

Every article of clothing I wore, from my 
underwear out, was of the very best. That it was not 
paid for was nobody's business except mine and my 
tailor's and my haberdasher's. 

Every morning I dressed myself in an entirely 
new outfit, and walked down the same street, at 
precisely the same hour. That hour "happened" to be 
the time when a certain wealthy publisher usually 
walked down, the same street, on his way to lunch. 

I made it my business to speak to him each day, 
and occasionally I would stop for a minute's chat with 

After this daily meeting had been going on for 
about a week I met this publisher one day, but decided 
I would see if he would let me get by without 

Watching him from under my eyelashes I looked 
straight ahead, and started to pass him when he 
stopped and motioned me over to the edge of the 
sidewalk, placed his hand on my shoulder, looked me 
over from head to foot, and said: "You look damned 
prosperous for a man who has just laid aside a 
uniform. Who makes your clothes?" 

"Well," said I, "Wilkie & Sellery made this 
particular suit." 

He then wanted to know what sort of business I 
was engaged in. That "airy" atmosphere of prosperity 
which I had been wearing, along with a new and 
different suit every day, had got the better of his 
curiosity. (I had hoped that it would.) 


Flipping the ashes from my Havana perfecto, I 
said "Oh, I am preparing the copy for a new magazine 
that I am going to publish." 

"A new magazine, eh?" he queried, "and what are 
you going to call it?" 

"It is to be named Hill's Golden Rule." 

"Don't forget," said my publisher friend, "that I 
am in the business of printing and distributing 
magazines. Perhaps I can serve you, also." 

That was the moment for which I had been 
waiting. I had that very moment, and almost the very 
spot of ground on which we stood, in mind when I was 
purchasing those new suits. 

But, is it necessary to remind you, that 
conversation never would have taken place had this 
publisher observed me walking down that street from 
day to day, with a "whipped-dog" look on my face, an 
un-pressed suit on my back and a look of poverty in 
my eyes. 

An appearance of prosperity attracts attention 
always, with no exceptions whatsover. Moreover, a 
look of prosperity attracts "favorable attention," 
because the one dominating desire in every human 
heart is to be prosperous. 

My publisher friend invited me to his club for 
lunch. Before the coffee and cigars had been served he 
had "talked me out of" the contract for printing and 
distributing my magazine. I had even "consented" to 
permit him to supply the capital, without any interest 

For the benefit of those who are not familiar with 


the publishing business may I not offer the 
information that considerable capital is required for 
launching a new nationally distributed magazine. 

Capital, in such large amounts, is often hard to 
get, even with the best of security. The capital 
necessary for launching Hill's Golden Rule Magazine, 
which you may have read, was well above $30,000.00, 
and every cent of it was raised on a "front" created 
mostly by good clothes. True, there may have been 
some ability back of those clothes, but many millions 
of men have ability who never have anything else, and 
who are never heard of outside of the limited 
community in which they live. This is a rather sad 

To some it may seem an unpardonable 
extravagance for one who was "broke" to have gone in 
debt for $675.00 worth of clothes, but the psychology 
back of that investment more than justified it. 

The appearance of prosperity not only made a 
favorable impression on those to whom I had to look 
for favors, but of more importance still was the effect 
that proper attire HAD ON ME. 

I not only knew that correct clothes would 
impress others favorably, but I knew also that good 
clothes would give me an atmosphere of self-reliance, 
without which I could not hope to regain my lost 

I got my first training in the psychology of good 
clothes from my friend Edwin C. Barnes, who is a 
close business associate of Thomas A. Edison. Barnes 
afforded considerable amusement for the Edison staff 
when, some twenty-odd years ago, he rode into West 
Orange on a freight train (not being able to raise suf- 


ficient money for passenger fare) and announced at 
the Edison offices that he had come to enter into a 
partnership with Mr. Edison. 

Nearly everybody around the Edison plant 
laughed at Barnes, except Edison himself. He saw 
something in the square jaw and determined face of 
young Barnes which most of the others did not see, 
despite the fact that the young man looked more like a 
tramp than he did a future partner of the greatest 
inventor on earth. 

Barnes got his start, sweeping floors in the 
Edison offices! 

That was all he sought - just a chance to get a 
toehold in the Edison organization. From there on he 
made history that is well worth emulation by other 
young men who wish to make places for themselves. 

Barnes has now retired from active business, even 
though he is still a comparatively young man, and 
spends most of his time at his two beautiful homes in 
Bradentown, Florida, and Damariscotta, Maine. He is 
a multimillionaire, prosperous and happy. 

I first became acquainted with Barnes during the 
early days of his association with Edison, before he 
had "arrived." 

In those days he had the largest and most 
expensive collection of clothes I had ever seen or 
heard of one man owning. His wardrobe consisted of 
thirty-one suits; one for each day of the month. He 
never wore the same suit two days in succession. 

Moreover, all his suits were of the most 
expensive type. (Incidentally, his clothes were made 
by the same tailors who made those three suits for 

He wore socks which cost six dollars per pair. 


THERE is a suitable reward 

for every virtue and 
appropriate punishment for 

every sin a man commits. 

Both the reward and the 

punishment are effects over 
which no man has control, 
as they come upon him 


His shirts and other wearing apparel cost in 
similar proportion. His cravats were specially made, at 
a cost of from five to seven dollars and a half each. 

One day, in a spirit of fun, I asked him to save 
some of his old suits which he did not need, for me. 

He informed me that he hadn't a single suit which 
he did not need! 

He then gave me a lesson on the psychology of 
clothes which is well worth remembering. "I do not 
wear thirty-one suits of clothes," said he, "entirely for 
the impression they make on other people; I do it 
mostly for the impression they have on me." 

Barnes then told me of the day when he presented 
himself at the Edison plant, for a position. He said he 
had to walk around the plant a dozen times before he 
worked up enough courage to announce himself, 
because he knew that he looked more like a tramp than 
he did a desirable employee. 

Barnes is said to be the most able salesman ever 
connected with the great inventor of West Orange. His 
entire fortune was made through his ability as a 
salesman, but he has often said that he never could 
have accomplished the results which have made him 
both wealthy and famous had it not been for his 
understanding of the psychology of clothes. 

I have met many salesman in my time. During the 
past ten years I have personally trained and directed 
the efforts of more than 3,000 salespeople, both men 
and women, and I have observed that, without a single 
exception, the star producers were all people who 


understood and made good use of the psychology of 

I have seen a few well dressed people who made 
no outstanding records as salesmen, but I have yet to 
see the first poorly dressed man who became a star 
producer in the field of selling. 

I have studied the psychology of clothes for so 
long, and I have watched its effect on people in so 
many different walks of life, that I am fully convinced 
there is a close connection between clothes and 

Personally I feel no need of thirty-one suits of 
clothes, but if my personality demanded a wardrobe of 
this size I would manage to get it, no matter how 
much it might cost. 

To be well dressed a man should have at least ten 
suits of clothes. He should have a different suit for 
each of the seven days of the week, a full dress suit 
and a Tuxedo, for formal evening occasions, and a 
cutaway for formal afternoon occasions. 

For summer wear he should have an assortment of 
at least four appropriate light suits, with blue coat and 
white flannel trousers for informal afternoon and 
evening occasions. If he plays golf he should have at 
least one golf suit. 

This, of course, is for the man who is a notch or 
two above the "mediocre" class. The man who is 
satisfied with mediocrity needs but few clothes. 

It may be true, as a well known poet has said, that 
"clothes do not make the man," but no one can deny 
the fact that good clothes go a very long way toward 
giving him a. favorable start. 


A man's bank will generally loan him all the 
money he wants when he does not need it-when he is 
prosperous, but never go to your bank for a loan with 
a shabby-looking suit on your back and a look of 
poverty in your eyes, for if you do you'll get the gate. 

Success attracts success! There is no escape from 
this great universal law; therefore, if you wish to 
attract success make sure that you look the part of 
success, whether your calling is that of day laborer or 
merchant prince. 

For the benefit of the more "dignified" students 
of this philosophy who may object to resorting to 
"stunt" stimuli or "trick clothing" as a means of 
achieving success, it may be profitably explained that 
practically every successful man on earth has 
discovered some form of stimulus through which he 
can and does drive himself on to greater effort. 

It may be shocking to members of the Anti- 
Saloon League, but it is said to be true, nevertheless, 
that James Whitcomb Riley wrote his best poems when 
he was under the influence of alcohol. His stimulus 
was liquor. (The author wishes it distinctly understood 
that he does not recommend the use of alcoholic or 
narcotic stimuli, for any purpose whatsoever, as either 
will eventually destroy both body and mind of all who 
use them.) Under the influence of alcohol Riley 
became imaginative, enthusiastic and an entirely 
different person, according to close personal friends 
of his. 

Edwin Barnes spurred himself into the necessary 
action to produce outstanding results, with the aid of 
good clothes. 

Some men rise to great heights of achievement as 


the result of love for some woman. Connect this with 
the brief suggestion to the subject which was made in 
the Introductory Lesson and you will, if you are a 
person who knows the ways of men, be able to finish 
the discussion of this particular phase of enthusiasm 
stimulus without further comment by the author which 
might not be appropriate for the younger minds that 
will assimilate this philosophy. 

Underworld characters who are engaged in the 
dangerous business of highway robbery, burglary, etc., 
generally "dope" themselves for the occasion of their 
operations, with cocaine, morphine and other 
narcotics. Even in this there is a lesson which shows 
that practically all men need temporary or artificial 
stimuli to drive them to greater effort than that 
normally employed in the ordinary pursuits of life. 


One of the most successful writers in the world 
employs an orchestra of beautifully dressed young 
women who play for him while he writes. Seated in a 
room that has been artistically decorated to suit his 
own taste, under lights that have been colored, tinted 
and softened, these beautiful young ladies, dressed in 
handsome evening gowns, play his favorite music. To 
use his own words, "I become drunk with enthusiasm, 
under the influence of this environment, and rise to 
heights I never know or feel on other occasions. It is 
then that I do my work. The thoughts pour in on 


me as if they were dictated by an unseen and unknown 

This author gets much of his inspiration from 
music and art. Once a week he spends at least an hour 
in an art museum, looking at the works of the masters. 

On these occasions, again using his own words, "I 
get enough enthusiasm from one hour's visit in the 
museum of art to carry me for two days." 

Edgar Allan Poe wrote "The Raven" when, it is 
reported, he was more than half intoxicated. Oscar 
Wilde wrote his poems under the influence of a form 
of stimulus which cannot be appropriately mentioned 
in a course of this nature. 

Henry Ford (so it is believed by this author, who 
admits that this is merely the author's opinion) got his 
real start as the result of his love for his charming 
life-companion. It was she who inspired him, gave 
him faith in himself, and kept him keyed up so that he 
carried on in the face of adversities which would have 
killed off a dozen ordinary men. 

These incidents are cited as evidence that men of 
outstanding achievement have, by accident or design, 
discovered ways and means of stimulating themselves 
to a high state of enthusiasm. 

Associate that which has been here stated with 
what was said concerning the law of the "Master 
Mind," in the Introductory Lesson, and you will have 
an entirely new conception of the modus operandi 
through which that law may be applied. You will also 
have a somewhat different understanding of the real 
purpose of "allied effort, in a spirit of perfect 
harmony," which constitutes the best known method of 
bringing into use the Law of the Master Mind. 


YOUR employer does not 

control the sort of service 

you render. You control 
that, and it is the thing that 
makes or breaks you. 


At this point it seems appropriate to call your 
attention to the manner in which the lessons of this 
course blend. You will observe that each lesson covers 
the subject intended to be covered, and in addition to 
this it overlaps and gives the student a better 
understanding of some other lesson or lessons of the 

In the light of what has been said in this lesson, 
for example, the student will better understand the 
real purpose of the Law of the Master Mind; that 
purpose being, in the main, a practical method of 
stimulating the minds of all who participate in the 
group constituting the Master Mind. 

Times too numerous to be here described this 
author has gone into conference with men whose faces 
showed the signs of care, who had the appearance of 
worry written all over 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 business with that sort of 
ENTHUSIASM which knows no defeat. 

The change took place the moment harmony of 
purpose was established. 

If a man goes about the affairs of life in the same 
day-in and day-out, prosaic, lackadaisical spirit, 
devoid of enthusiasm, he is doomed to failure. 
Nothing can save him until he changes his attitude and 
learns how to stimulate his mind and body to unusual 
heights of enthusiasm AT WILL! 

The author is unwilling to leave this subject 
without having stated the principle here described in 
so many different ways that it is bound to be 
understood and also respected by the students of this 


course, who, all will remember, are men and women of 
all sorts of natures, experiences and degrees of 
intelligence. For this reason much repetition is 

Your business in life, you are reminded once 
again, is to achieve success! 

With the stimulus you will experience 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 give you an accurate inventory 
of your outstanding qualities, you should be able to 
create a DEFINITE PLAN that will lift you to great 
heights of achievement. However, there is no plan that 
can produce this desirable result without the aid* of 
some influence that will cause you to arouse yourself, 
in a spirit of enthusiasm, to where you will exert 
greater than the ordinary effort which you put into 
your daily occupation. 

You are now ready for the lesson on Self-control! 

As you read that lesson you will observe that it 
has a vital bearing on this lesson, just as this lesson 
has a direct connection with the preceding lessons on 
A Definite Chief Aim, Self-confidence, Initiative and 
Leadership and Imagination. 

The next lesson describes the Law which serves 
as the Balance Wheel of this entire philosophy. 



An After-the-Lesson Visit With the Author 

The "seven horsemen" are labeled, in order 
shown, Intolerance, Greed, Revenge, Egotism, 
Suspicion, Jealously and "?" 

The worst enemy that any man has is the one that 
walks around under his own hat. 

If you could see yourself as others see you the 
enemies that you harbor in your own personality 
might be discovered and thrown out. The Seven 
Enemies named in this essay are the commonest 
which ride millions of men and women to failure 
without being discovered. Weigh yourself 
carefully and find out how many of the Seven you 
are harboring. 

YOU see, in this picture, seven deadly warriors! 
From birth until death every human being must give 
battle to these enemies. Your success will be 
measured very largely by the way you manage your 
battle against these swift riders. 

As you look at this picture you will say, of 


course, that it is only imagination. True, the picture is 
imaginary, but the swift riders of destruction are 

If these enemies rode openly, on real horses, they 
would not be dangerous, because they could be 
rounded up and put out of commission. But, they ride 
unseen, in the minds of men. So silently and subtly do 
they work that most people never recognize their 

Take inventory of yourself and find out how many 
of these seven horsemen you are harboring. 

In the foreground you will find the most 
dangerous and the commonest of the riders. You will 
be fortunate if you discover this enemy and protect 
yourself against it. This cruel warrior, 
INTOLERANCE, has killed more people, destroyed 
more friendships, brought more misery and suffering 
into the world and caused more wars than all of the 
other six horsemen that you see in this picture. 

Until you master INTOLERANCE you will never 
become an accurate thinker. This enemy of mankind 
closes up the mind and pushes reason and logic and 
FACTS into the back-ground. If you find yourself 
hating those whose religious viewpoint is different 
from your own you may be sure that the most 
dangerous of the seven deadly horsemen still rides in 
your brain. 

Next, in the picture, you will observe REVENGE 
and GREED! 

These riders travel side by side. Where one is 
found the other is always close at hand. GREED warps 


and twists man's brain so that he wants to build a 
fence around the earth and keep everyone else on the 
outside of it. This is the enemy that drives man to 
accumulate millions upon top of millions of dollars 
which he does not need and can never use. This is the 
enemy that causes man to twist the screw until he has 
wrung the last drop of blood from his fellow man. 

And, thanks to REVENGE which rides alongside 
of GREED, the unfortunate person who gives brain- 
room to these cruel twins is not satisfied to merely 
take away his fellow man's earthly belongings; he 
wants to destroy his reputation in the bargain. 

"Revenge is a naked sword - 

It has neither hilt nor guard. 
Would'st thou wield this brand of the Lord: 

Is thy grasp then firm and hard? 
But the closer thy clutch of the blade, 

The deadlier blow thou would'st deal, 
Deeper wound in thy hand is made - 

It is thy blood reddens the steel. 
And when thou hast dealt the blow - 

When the blade from thy hand has flown - 
Instead of the heart of the foe 

Thou may'st find it sheathed in thine own." 

If you would know how deadly are ENVY and 
GREED, study the history of every man who has set 
out to become RULER OF THIS WORLD! 

If you do not wish to undertake so ambitious a 
program of research, then study the people around 
YOU: those who have tried and those who are now 


trying to "feather their own nests" at the cost of 
others. GREED and REVENGE stand at the crossroads 
of life, where they turn aside to failure and misery 
every person who would take the road that leads to 
success. It is a part of your business not to permit 
them to interfere with you when you approach one of 
these crossroads. 

Both individuals and nations rapidly decline 
where GREED and ENVY ride in the minds of those 
who dominate. Take a look at Mexico and Spain if you 
wish to know what happens to the envious and the 

Most important of all, take a look at YOURSELF 
and make sure that these two deadly enemies are not 
riding in your brain! 

Turn your attention, now, to two more twins of 
destruction - EGOTISM and SUSPICION. Observe that 
they, also, ride side by side. There is no hope of 
success for the person who suffers either from too 
much self-love or lack of confidence in others. 

Someone who likes to manipulate figures has 
estimated that the largest club in the world is the "IT 
CAN'T BE DONE CLUB." It is claimed that there are 
approximately ninety-nine million members of this 
club in the United States of America alone. 

If you have no FAITH in other people you have 
not the seed of success in you. SUSPICION is a 
prolific germ. If permitted to get a start it rapidly 
multiplies itself until it leaves no room for FAITH. 

Without faith no man may enjoy enduring 

Running, like a golden cord of illumination 


throughout the Bible, is the admonition to have 
FAITH. Before civilization lost itself in its mad rush 
for dollars men understood the power of FAITH. 
"For verily I say unto you, if ye have 

faith as a grain of mustard seed, ye shall say 

unto this mountain, Remove hence to yonder 

place; and it shall remove; and nothing shall 

be impossible unto you." 

The writer of this passage, which appears in the 
Bible, understood a great law which but few of today 
understand. Believe in people if you would have them 
believe in you. Kill off SUSPICION. If you do not it 
will kill you off. 

If you would have power, cultivate FAITH in 

EGOTISM thrives where SUSPICION exists. 
Interest yourself in others and you will be too busy to 
indulge in self-love. Observe those around you who 
begin every sentence with the personal pronoun, "I," 
and you will notice that they are suspicious of other 

The man who can forget himself while engaging 
in useful service to other people is never cursed with 
SUSPICION. Study those about you who are both 
SUSPICIOUS and EGOTISTICAL and see how many 
of this type you can name who are successful in 
whatever work they may be engaged in. 

And, while making this study of OTHERS, study, 
also, yourself! 

Be sure that you are not bound down by 

Bringing up the rear of this deadly group of riders 
you see two horsemen: One is JEALOUSY and the 


name of the other has been purposely omitted. 

Each reader of this article may take inventory of 
himself and give the seventh rider a name that fits 
whatever he finds in his own mind. 

Some will name this rider DISHONESTY. Others 
will name it PROCRASTINATION. A few will have 
the courage to name it UNCONTROLLED SEX 
DESIRE. As for you, name it whatever you please, but 
be sure to give it a name. 

Perhaps your own imagination will supply an 
appropriate name as a fellow-traveler for JEALOUSY. 

You will be better prepared to give the unnamed 
rider a name if you know that JEALOUSY is a form of 
insanity! Facts are sometimes cruel things to face. It 
is a fact that JEALOUSY is a form of insanity, known 
to the medical fraternity as "dementia praecox." 

"O jealousy, 
Thou ugliest fiend of hell! Thy deadly venom 
Preys on my vitals, turns the healthful hue 
Of my fresh cheek to haggard sallowness, 
And drinks my spirit up!" 

You will notice that JEALOUSY rides just back 
of SUSPICION. Some who read this will say that 
JEALOUSY and SUSPICION should have ridden side 
by side, as one often leads to the other in man's mind. 

JEALOUSY is the most common form of insanity. 
It rides in the minds of both men and women; 
sometimes with a real cause, but more often without 
any cause whatsoever. 

This deadly rider is a great friend of the divorce 



It also keeps detective agencies busy night and 

It takes its regular toll of murder. It breaks up 
homes and makes widows of mothers and orphans of 
innocent little children. Peace and happiness can 
never be YOURS as long as this rider remains un- 
harnessed in your brain. 

Man and wife may go through life together in 
poverty and still be very happy, if both are free from 
this child of insanity known as JEALOUSY. Examine 
yourself carefully and if you find any evidence of 
JEALOUSY in your mind begin, at once, to master it. 

JEALOUSY rides in many forms. 

When it first begins to creep into the brain it 
manifests itself in something after this fashion: 

"I wonder where she is and what she is doing 
while I am away?" 

Or, "I wonder if he does not see another woman 
when he is away from me?" 

When these questions begin to arise in your mind 
do not call in a detective. Instead, go to the 
psychopathic hospital and have yourself examined, 
because more than likely you are suffering from a 
mild form of insanity. 

Get your foot on JEALOUSY'S neck before it gets 
its clutches on your throat. 

After you have read this essay lay it aside and 
THINK about it. 

At first you may say "This does not apply to me. I 
have no imaginary horsemen in my brain." And, you 
million nine hundred and ninety-nine thousand nine 


hundred and ninety-nine would be wrong. 

Do not fool yourself! You may be in that larger, 
class. The purpose of this article is to get you to see 
yourself as YOU ARE! If you are suffering failure and 
poverty and misery in any of their forms you are sure 
to discover one or more of these deadly riders in your 

Make no mistake about it - those who have all 
they want, including happiness and good health, have 
driven the seven horsemen out of their brains. 

Come back to this essay a month from now, after 
you have had time to analyze yourself carefully. Read 
it again and it may bring you face to face with FACTS 
that will emancipate you from a horde of cruel 
enemies that now ride within your brain without your 
knowing it. 


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x x 

y Teaching, for the First Time in the y 
History of the World, the True Philos- 
ophy upon which all Personal Success 

* is Built. * 

X X 

by n 










Copyright, 1928, by 

Printed in the U.S.A. 

Lesson Eight 








Lesson Eight 


"You Can Do It if You Believe You Can!" 

IN the preceding lesson you learned of the value of 
enthusiasm. You also learned how to generate 
enthusiasm and how to transmit its influence to others, 
through the principle of suggestion. 

You come, now, to the study of self-control, 
through which you may direct your enthusiasm to 
constructive ends. Without self-control enthusiasm 
resembles the unharnessed lightning of an electrical 
storm - it may strike anywhere; it may destroy life and 

Enthusiasm is the vital quality that arouses you to 
action, while self-control is the balance wheel that 
directs your action so that it will build up and not tear 

To be a person who is well "balanced," you must 
be a person in whom enthusiasm and self-control are 
equalized. A survey which I have just completed of 
the 160,000 adult inmates of the penitentiaries of the 
United States discloses the startling fact that ninety- 
two per cent of these unfortunate men and women are 

in prison because they lacked the necessary self- 
control to direct their energies constructively. 

Read the foregoing paragraph again; it is 
authentic, it is startling! 

It is a fact that the majority of a man's griefs 
come about through lack of self-control. The holy 
scriptures are full of admonition in support of self- 
control. They even urge us to love our enemies and to 
forgive those who injure us. The law of non-resistance 
runs, like a golden cord, throughout the Bible. 

Study the records of those whom the world calls 
great, and observe that every one of them possesses 
this quality of self-control! 

For example, study the characteristics of our own 
immortal Lincoln. In the midst of his most trying 
hours he exercised patience, poise and self-control. 
These were some of the qualities which made him the 
great man that he was. He found disloyalty in some of 
the members of his cabinet; but, for the reason that 
this disloyalty was toward him, personally, and 
because those in whom he found it had qualities which 
made them valuable to his country, Lincoln exercised 
self-control and disregarded the objectionable 

How many men do you know who have self- 
control to equal this? 

In language more forceful than it was polished, 
Billy Sunday exclaimed from the pulpit: "There is 
something as rotten as hell about the man who is 
always trying to show some other fellow up!" I wonder 
if the "devil" didn't yell, "Amen, brother!" when Billy 
made that statement? 

However, self-control becomes an important 

factor in this Reading Course on the Law of Success, 
not so much because lack of it works hardships on 
those who become its victims, as for the reason that 
those who do not exercise it suffer the loss of a great 
power which they need in their struggle for 
achievement of their definite chief aim. 

If you neglect to exercise self-control, you are 
not only likely to injure others, but you are sure to 
injure yourself! 

During the early part of my public career I 
discovered what havoc lack of self-control was 
playing in my life, and this discovery came about 
through a very commonplace incident. (I believe it not 
out of place here to digress by making the statement 
that most of the great truths of life are wrapped up in 
the ordinary, commonplace events of every-day life.) 

This discovery taught me one of the most 
important lessons I have ever learned. It came about 
in this way: 

One day, in the building in which I had my office, 
the janitor and I had a misunderstanding. This led to a 
most violent form of mutual dislike between us. As a 
means of showing his contempt for me, this janitor 
would switch off the electric lights of the building 
when he knew that I was there alone at work in my 
study. This happened on several occasions until I 
finally decided to "strike back." My opportunity came 
one Sunday when I came to my study to prepare an 
address that I had to deliver the following night. I had 
hardly seated myself at my desk when off went the 

I jumped to my feet and ran toward the basement 
of the building where I knew I would find the janitor. 

When I arrived, I found him busily engaged, shoveling 
coal into the furnace, and whistling as though nothing 
unusual had happened. 

Without ceremony I pitched into him, and for five 
minutes I hurled adjectives at him which were hotter 
than the fire that he was feeding. Finally, I ran out of 
words and had to slow down. Then he straightened 
himself up, looked back over his shoulder, and in a 
calm, smooth tone of voice that was full of poise and 
self-control, and with a smile on his face that reached 
from ear to ear, he said: 

"Why, you-all's just a little bit excited this 
morning, ain't you?" 

That remark cut as though it had been a stiletto 1 

Imagine my feelings as I stood there before an 
illiterate man who could neither read nor write, but 
who, despite this handicap, had defeated me in a duel 
that had been fought on grounds - and with a weapon - 
of my own choice. 

My conscience pointed an accusing finger at me. I 
knew that not only had I been defeated but, what was 
worse, I knew that I was the aggressor and that I was 
in the wrong, which only served to intensify my 

Not only did my conscience point an accusing 
finger at me, but it placed some very embarrassing 
thoughts in my mind; it mocked me and it tantalized 
me. There I stood, a boasted student of advanced 
psychology, an exponent of the Golden Rule 
philosophy, having at least a fair acquaintance with 
the works of Shakespeare, Socrates, Plato, Emerson 
and the Bible; while facing me stood a man who knew 
nothing of literature or of philosophy, but who had, 

despite this lack of knowledge, whipped me in a battle 
of words. 

I turned and went back to my office as rapidly as 
I could go. There was nothing else for me to do. As I 
began to think the matter over I saw my mistake, but, 
true to nature, I was reluctant to do that which I knew 
must be done to right the wrong. I knew that I would 
have to apologize to that man before I could place 
myself at peace in my own heart, much less with him. 
Finally, I made up my mind to go back down to the 
basement and suffer this humility which I knew I had 
to undergo. The decision was not easily reached, nor 
did I reach it quickly. 

I started down, but I walked more slowly than I 
had when I went down the first trip. I was trying to 
think how I would make the second approach so as to 
suffer the least humiliation possible. 

When I got to the basement I called to the janitor 
to come over to the door. In a calm, kindly tone of 
voice he asked: 

"What do you wish this time?" 

I informed him that I had come back to apologize 
for the wrong I had done, if he would permit me to do 
so. Again that smile spread all over his face as he 

"For the love of the Lord, you don't have to 
apologize. Nobody heard you except these four walls 
and you and me. I ain't going to tell it and I know you 
ain't going to tell it, so just forget it." 

And that remark hurt more than his first one, for 
he had not only expressed a willingness to forgive me, 
but he had actually indicated his willingness to help 
me cover the incident up, so it would not become 
known and do me an injury. 

THE man who actually 
knows just what he 

wants in life has al- 

ready gone a long way 
toward attaining it. 


But I walked over to him and took him by the 
hand. I shook with more than my hand - I shook with 
my heart - and as I walked back to my office I felt 
good for having summoned the courage with which to 
right the wrong I had done. 

This is not the end of the story. It is only the 
beginning! Following this incident, I made a 
resolution that I would never again place myself in a 
position in which another man, whether he be an 
illiterate janitor or a man of letters, could humiliate 
me because I had lost my self-control. 

Following that resolution, a remarkable change 
began to take place in me. My pen began to take on 
greater power. My spoken words began to carry 
greater weight. I began to make more friends and 
fewer enemies among men of my acquaintance. The 
incident marked one of the most important turning- 
points of my life. It taught me that no man can control 
others unless he first controls himself. It gave me a 
clear conception of the philosophy back of these 
words, "Whom the gods would destroy, they first make 
mad." It also gave me a clear conception of the law of 
non-resistance and helped me interpret many passages 
of the holy scriptures, bearing on the subject of this 
law, as I had never before interpreted them. 

This incident placed in my hands the pass-key to 
a storehouse of knowledge that is illuminating and 
helpful in all that I do, and, later in life, when 
enemies sought to destroy me, it gave me a powerful 
weapon of defense that has never failed me. 

Lack of self-control is the average salesman's 
most damaging weakness. The prospective buyer says 
something that the salesman does not wish to hear, 


and, if he has not this quality of self-control, he will 
"strike back" with a counter remark that is fatal to his 

In one of the large department stores of Chicago I 
witnessed an incident that illustrated the importance 
of self-control. A long line of women were in front of 
the "complaint" desk, telling their troubles and the 
store's faults to the young woman in charge. Some of 
the women were angry and unreasonable and some of 
them made very ugly remarks. The young woman at 
the desk received the disgruntled women without the 
slightest sign of resentment at their remarks. With a 
smile on her face she directed these women to the 
proper departments with such charming grace and 
poise that I marveled at her self-control. 

Standing just back of her was another young 
woman who was making notations on slips of paper 
and passing them in front of her, as the women in the 
line unburdened their troubles. These slips of paper 
contained the gist of what the women in the line were 
saying, minus the "vitriolic coloring" and the anger. 

The smiling young woman at the desk who was 
"hearing" the complaints was stone deaf! Her assistant 
supplied her with all the necessary facts, though those 
slips of paper. 

I was so impressed with the plan that I sought the 
manager of the store and interviewed 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 been able to find 
any other person with sufficient self-control to fill the 

As I stood and watched that line of angry women, 


I observed what pleasant effect the smile of the young 
woman at the desk had upon them. They came before 
her growling like wolves and went away as meek and 
quiet as sheep. In fact some of them had "sheepish" 
looks on their faces as they left, because the young 
woman's self-control had made them ashamed of 

Ever since I witnessed that scene, I have thought 
of the poise and self-control of that young woman at 
the desk every time I felt myself becoming irritated at 
remarks which I did not like, and often I have thought 
that everybody should have a set of "mental ear 
muffs" which they could slip over their ears at times. 
Personally, I have developed the habit of "closing" my 
ears against much of the idle chatter such as I used to 
make it my business to resent. Life is too short and 
there is too much constructive work to be done to 
justify us in "striking back" at everyone who says that 
which we do not wish to hear. 

In the practice of law I have observed a very 
clever trick that trial lawyers use when they wish to 
get a statement of facts from a belligerent witness who 
answers questions with the proverbial "I do not 
remember" or "I do not know." When everything else 
fails, they manage to make such a witness angry; and 
in this state of mind they cause him to lose his self- 
control and make statements that he would not have 
made had he kept a "cool" head. 

Most of us go through life with our "weather eye" 
cast skyward in quest of trouble. We usually find that 
for which we are looking. In my travels I have been a 
student of men whom I have heard in "Pullman car 
conversation," and I have observed that practically 


nine out of every ten have so little self-control that 
they will "invite" themselves into the discussion of 
almost any subject that may be brought up. But few 
men are contented to sit in a smoking compartment 
and listen to a conversation without joining in and 
"airing" their views. 

Once I was traveling from Albany to New York 
City. On the way down, the "Smoking Car Club" 
started a conversation about the late Richard Croker, 
who was then chief of Tammany Hall. The discussion 
became loud and bitter. Everyone became angry 
except one old gentleman who was agitating the 
argument and taking a lively interest in it. He 
remained calm and seemed to enjoy all the mean 
things the others said about the "Tiger" of Tammany 
Hall. Of course, I supposed that he was an enemy of 
the Tammany Chief, but he wasn't! 

He was Richard Croker, himself! 

This was one of his clever tricks through which 
he found out what people thought of him and what his 
enemies' plans were. 

Whatever else Richard Croker might have been, 
he was a man of self-control. Perhaps that is one 
reason why he remained undisputed boss of Tammany 
Hall as long as he did. Men who control themselves 
usually boss the job, no matter what it may be. 

Please read, again, the last sentence of the 
preceding paragraph, for it carries a subtle suggestion 
that might be of profit to you. This is a commonplace 
incident, but it is in just such incidents that the great 
truths of life are hidden-hidden because the settings 
are ordinary and commonplace. 

Not long ago I accompanied my wife on a 


"bargain hunting" bee. Our attention was attracted by 
a crowd of women who were elbowing each other out 
of the way in front of a petticoat counter at which 
"bargains" were being offered. One lady who looked 
to be about forty-five years of age crawled on her 
hands and knees through the crowd and "bobbed" up in 
front of a customer who had engaged the attention of 
the saleswoman ahead of her. In a loud, high-pitched 
tone of voice she demanded attention. The saleswoman 
was a diplomat who understood human nature; she 
also possessed self-control, for she smiled sweetly at 
the intruder and said: "Yes, Miss; I will be with you 
in a moment! " 

The intruder calmed herself! 

I do not know whether it was the "Yes, Miss," or 
the sweet tone in which it was said that modified her 
attitude; but it was one or the other; perhaps it was 
both. I do know, however, that the saleswoman was 
rewarded for her self-control by the sale of three 
petticoats, and the happy "Miss" went away feeling 
much younger for the remark. 

Roast turkey is a very popular dish, but 
overeating of it cost a friend of mine, who is in the 
printing business, a fifty thousand dollar order. It 
happened the day after Thanksgiving, when I called at 
his office for the purpose of introducing him to a 
prominent Russian who had come to the United States 
to publish a book. The Russian spoke broken English 
and it was therefore hard for him to make himself 
easily understood. During the interview he asked my 
printer friend a question which was mistaken as a 
reflection upon his ability as a printer. In an 
unguarded moment he countered with this remark: 


NO man can rise to 

fame and fortune 

without carrying others 
along with him. It 
simply cannot be done. 


"The trouble with you Bolsheviks is that you look 
with suspicion on the remainder of the world just 
because of your own short-sightedness." 

My "Bolshevik" friend nudged me on the elbow 
and whispered: 

"The gentleman seems to be sick. We shall call 
again, when he is feeling better." 

But, he never called again. He placed his order 
with another printer, and I learned afterward that the 
profit on that order was more than $10,000.00! 

Ten thousand dollars seems a high price to pay 
for a plate of turkey, but that is the price that it cost 
my printer friend; for he offered me an apology for his 
conduct on the ground that his turkey dinner had given 
him indigestion and therefore he had lost his self- 

One of the largest chain store concerns in the 
world has adopted a unique, though effective, method 
of employing salespeople who have developed the 
essential quality of self-control which all successful 
salespeople must possess. This concern has in its 
employ a very clever woman who visits department 
stores and other places where salespeople are 
employed and selects certain ones whom she believes 
to possess tact and self-control; but, to be sure of her 
judgment, she approaches these salespeople and has 
them show her their wares. She asks all sorts of 
questions that are designed to try their patience. If 
they stand the test, they are offered better positions; if 
they fail in the test, they have merely allowed a good 
opportunity to pass by without knowing it. 

No doubt all people who refuse or neglect to 
exercise self-control are literally turning opportunity 


after opportunity away without knowing it. One day I 
was standing at the glove counter of a large retail 
store talking to a young man who was employed there. 
He was telling me that he had been with the store four 
years, but on account of the "short-sightedness" of the 
store, his services had not been appreciated and he 
was looking for another position. In the midst of this 
conversation a customer walked up to him and asked 
to see some hats. He paid no attention to the 
customer's inquiry until he had finished telling me his 
troubles, despite the fact that the customer was 
obviously becoming impatient. Finally, he returned to 
the customer and said: "This isn't the hat department." 
When the customer inquired as to where he might find 
that department the young man replied: "Ask the 
floor-walker over there; he will direct you." 

For four years this young man had been standing 
on top of a fine opportunity but he did not know it. He 
could have made a friend of every person whom he 
served in that store and these friends could have made 
him one of the most valuable men in the store, 
because they would have come back to trade with him. 
"Snappy" answers to inquiring customers do not bring 
them back. 

One rainy afternoon an old lady walked into a 
Pittsburgh department store and wandered around in 
an aimless sort of way, very much in the manner that 
people who have no intention of buying often do. 
Most of the salespeople gave her the "once over" and 
busied themselves by straightening the stock on their 
shelves so as to avoid being troubled by her. One of 
the young men saw her and made it his business to 
inquire politely if he might serve her. She informed 


him that she was only waiting for it to stop raining; 
that she did not wish to make any purchases. The 
young man assured her that she was welcome, and by 
engaging her in conversation 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 umbrella 
for her. She asked for his card and went on her way. 

The incident had been forgotten by the young man 
when, one day, he was called into the office by the 
head of the firm and shown a letter from a lady who 
wanted a salesman to go to Scotland and take an order 
for the furnishings for a mansion. 

That lady was Andrew Carnegie's mother; she was 
also the same woman whom the young man had so 
courteously escorted to the street many months 

In the letter, Mrs. Carnegie specified that this 
young man was the one whom she desired to be sent to 
take her order. That order amounted to an enormous 
sum, and the incident brought the young man an 
opportunity for advancement that he might never have 
had except for his courtesy to an old lady who did not 
look like a "ready sale." 

Just as the great fundamental laws of life are 
wrapped up in the commonest sort of every-day 
experiences that most of us never notice, so are the 
real opportunities often hidden in the seemingly 
unimportant transactions of life. 

Ask the next ten people whom you meet why they 
have not accomplished more in their respective lines 
of endeavor, and at least nine of them will tell you 
that opportunity does not seem to come around their 


way. Go a step further and analyze each of these nine 
accurately by observing their actions for one single 
day, and the chances are that you will find that every 
one of them is turning away the finest sort of 
opportunities every hour of the day. 

One day I went to visit a friend who was 
associated with a Commercial School, in the capacity 
of solicitor. When I asked him how he was getting 
along he replied: "Rotten! I see a large number of 
people but I am not making enough sales to give me a 
good living. In fact my account with the school is 
overdrawn and I am thinking about changing positions 
as there is no opportunity here." 

It happened that I was on my vacation and had ten 
days' time that I could use as I wished, so I challenged 
his remark that he had no opportunity by telling him 
that I could turn his position into $250.00 in a week's 
time and show him how to make it worth that every 
week thereafter. He looked at me in amazement and 
asked me not to joke with him over so serious a 
matter. When he was finally convinced that I was in 
earnest he ventured to inquire how I would perform 
the "miracle." 

Then I asked him if he had ever heard of 
organized effort, to which he replied: "What do you 
mean by organized effort?" I informed him that I had 
reference to the direction of his efforts in such a 
manner that he would enroll from five to ten students 
with the same amount of effort that he had been 
putting into the enrollment of one or of none. He said 
he was willing to be shown, so I gave him instructions 
to arrange for me to speak before the employees of 
one of the local department stores. He made the ap- 


pointment and I delivered the address. In my talk I 
outlined a plan through which the employees could not 
only increase their ability so that they could earn 
more money in their present positions, but it also 
offered them an opportunity to prepare themselves for 
greater responsibilities and better positions. 
Following my talk, which of course was designed for 
that purpose, my friend enrolled eight of those 
employees for night courses in the Commercial School 
which he represented. 

The following night he booked me for a similar 
address before the employees of a laundry, and 
following the address he enrolled three more students, 
two of them young women who worked over the 
washing machines at the hardest sort of labor. 

Two days later he booked me for an address 
before the employees of one of the local banks, and 
following the address he enrolled four more students, 
making a total of fifteen students, and the entire time 
consumed was not more than six hours, including the 
time required for the delivery of the addresses and the 
enrollment of the students. 

My friend's commission on the transactions was a 
little over four hundred dollars! 

These places of employment were within fifteen 
minutes' walk of this man's place of business, but he 
had never thought of looking there for business. 
Neither had he ever thought of allying himself with a 
speaker who could assist him in "group" selling. That 
man now owns a splendid Commercial School of his 
own, and I am informed that his net income last year 
was over $10,000.00. 

"No opportunities" come your way? Perhaps they 


FEAR no man, hate no 

man, wish no one 

misfortune, and more 

than likely you will 
have plenty of friends. 


come but you do not see them. Perhaps you will see 
them in the future as you are preparing yourself, 
through the aid of this Reading Course on the Law of 
Success, so that you can recognize an opportunity 
when you see it. The sixth lesson of this course is on 
the subject of imagination, which was the chief factor 
that entered into the transaction that I have just 
related. Imagination, plus a Definite Plan, plus Self- 
confidence, plus Action, were the main factors that 
entered into this transaction. You now know how to 
use all of these, and before you shall have finished 
this lesson you will understand how to direct these 
factors through self-control. 

Now let us examine the scope of meaning of the 
term self-control, as it is used in connection with this 
course, by describing the general conduct of a person 
who possesses it. A person with well-developed self- 
control does not indulge in hatred, envy, jealousy, 
fear, revenge, or any similar destructive emotions. A 
person with well-developed self-control does not go 
into ecstasies or become ungovernably enthusiastic 
over anything or anybody. 

Greed and selfishness and self-approval beyond 
the point of accurate self-analysis and appreciation of 
one's actual merits, indicate lack of self-control in one 
of its most dangerous forms. Self-confidence is one of 
the important essentials of success, but when this 
faculty is developed beyond the point of reason it 
becomes very dangerous. 

Self-sacrifice is a commendable quality, but when 
it is carried to extremes, it, also, becomes one of the 
dangerous forms of lack of self-control. 

You owe it to yourself not to permit your 


emotions to place your happiness in the keeping of 
another person. Love is essential for happiness, but 
the person who loves so deeply that his or her 
happiness is placed entirely in the hands of another, 
resembles the little lamb who crept into the den of the 
"nice, gentle little wolf" and begged to be permitted to 
lie down and go to sleep, or the canary bird that 
persisted in playing with the cat's whiskers. 

A person with well-developed self-control will 
not permit himself to be influenced by the cynic or the 
pessimist; nor will he permit another person to do his 
thinking for him. 

A person with well-developed self-control will 
stimulate his imagination and his enthusiasm until 
they have produced action, but he will then control 
that action and not permit it to control him. 

A person with well-developed self-control will 
never, under any circumstances, slander another 
person or seek revenge for any cause whatsoever. 

A person with self-control will not hate those 
who do not agree with him; instead, he will endeavor 
to understand the reason for their disagreement, and 
profit by it. 

We come, now, to a form of lack of self-control 
which causes more grief than all other forms 
combined; it is the habit of forming opinions before 
studying the facts. We will not analyze this particular 
form in detail, in this lesson, for the reason that it is 
fully covered in Lesson Eleven, on accurate thought, 
but the subject of self-control could not be covered 
without at least a passing reference to this common 
evil to which we are all more or less addicted. 

No one has any right to form an opinion that is 


not based either upon that which he believes to be 
facts, or upon a reasonable hypothesis; yet, if you will 
observe yourself carefully, you will catch yourself 
forming opinions on nothing more substantial than 
your desire for a thing to be or not to be. 

Another grievous form of lack of self-control is 
the "spending" habit. I have reference, of course, to 
the habit of spending beyond one's needs. This habit 
has become so prevalent since the close of the world 
war that it is alarming. A well known 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 
savings habit, as a part of their training in both the 
schools and the homes. On every hand, we see people 
buying automobiles on the installment plan instead of 
buying homes. Within the last fifteen years the 
automobile "fad" has become so popular that literally 
tens of thousands of people are mortgaging their 
futures to own cars. 

A prominent scientist, who has a keen sense of 
humor, has prophesied that not only will this habit 
grow lean bank accounts, but, if persisted in, it will 
eventually grow babies whose legs will have become 
transformed into wheels. 

This is a speed-mad, money-spending age in 
which we are living, and the uppermost thought in the 
minds of most of us is to live faster than our 
neighbors. Not long ago the general manager of a 
concern that employs 600 men and women became 
alarmed over the large number of his employees who 
were becoming involved with "loan sharks," and 
decided' to put an end to this evil. When he completed 


TO do much clear thinking 
a man must arrange for 
regular periods of solitude 

when he can concentrate 

and indulge his imagination 

without distraction. 

-Thomas A. Edison. 


his investigation, he found that only nine per cent of 
his employees had savings accounts, and of the other 
ninety-one per cent who had no money ahead, seventy- 
five per cent were in debt in one form or another, 
some of them being hopelessly involved financially. 
Of those who were in debt 210 owned automobiles. 

We are creatures of imitation. We find it hard to 
resist the temptation to do that which we see others 
doing. If our neighbor buys a Buick, we must imitate 
him and if we cannot scrape together enough to make 
the first payment on a Buick we must, at least, have a 
Ford. Meanwhile, we take no heed of the morrow. The 
old-fashioned "rainy-day nest egg" has become 
obsolete. We live from day to day. We buy our coal by 
the pound and our flour in five pound sacks, thereby 
paying a third more for it than it ought to cost, 
because it is distributed in small quantities. 

Of course this warning does not apply to you! 

It is intended only for those who are binding 
themselves in the chains of poverty by spending 
beyond their earning capacity, and who have not yet 
heard that there are definite laws which must be 
observed by all who would attain success. 

The automobile is one of the modern wonders of 
the world, but it is more often a luxury than it is a 
necessity, and tens of thousands of people who are 
now "stepping on the gas" at a lively pace are going to 
see some dangerous skidding when their "rainy days" 

It requires considerable self-control to use the 
street cars as a means of transportation when people 
all around us are driving automobiles, but all who 
exercise this self-control are practically sure to see 


the day when many who are now driving cars will be 
either riding the street cars or walking. 

It was this modem tendency to spend the entire 
income which prompted Henry Ford to safe-guard his 
employees with certain restrictions when he 
established his famous $5.00 a day minimum wage 

Twenty years ago, if a boy wanted a wagon, he 
fashioned the wheels out of boards and had the 
pleasure of building it himself. Now, if a boy wants a 
wagon, he cries for it - and gets it! 

Lack of self-control is being developed in the 
oncoming generations by their parents who have 
become victims of the spending habit. Three 
generations ago, practically any boy could mend his 
own shoes with the family cobbling outfit. Today the 
boy takes his shoes to the corner shoe-shop and pays 
$1.75 for heels and half soles, and this habit is by no 
means confined to the rich and well-to-do classes. 

I repeat - the spending habit is turning America 
into a nation of paupers! 

I am safe in assuming that you are struggling to 
attain success, for if you were not you would not be 
reading this course. Let me remind you, then, that a 
little savings account will attract many an opportunity 
to you that would not come your way without it. The 
size of the account is not so important as is the fact 
that you have established the savings habit, for this 
habit marks you as a person who exercises an 
important form of self-control. 

The modem tendency of those who work for a 
salary is to spend it all. If a man who receives 
$3,000.00 a year and manages to get along on it fairly 
well, receives an increase of $1,000.00 a year, does he 


continue to live on $3,000.00 and place the increased 
portion of his income in the savings bank? No, not 
unless he is one of the few who have developed the 
savings habit. Then, what does he do with this 
additional $1,000.00? He trades in the old automobile 
and buys a more expensive one, and at the end of the 
year he is poorer on a $4,000.00 income than he was 
the previous year on a $3,000.00 income. 

This is a "modern, twentieth century model" 
American that I am describing, and you will be lucky 
if, upon close analysis, you do not find yourself to be 
one of this class. 

Somewhere between the miser who hoards every 
penny he gets his hands on, in an old sock, and the 
man who spends every cent he can earn or borrow, 
there is a "happy medium," and if you enjoy life with 
reasonable assurance of average freedom and 
contentment, you must find this half-way point and 
adopt it as a part of your self-control program. 

Self-discipline is the most essential factor in the 
development of personal power, because it enables 
you to control your appetite and your tendency to 
spend more than you earn and your habit of "striking 
back" at those who offend you and the other 
destructive habits which cause you to dissipate your 
energies through non-productive effort that takes on 
forms too numerous to be catalogued in this lesson. 

Very early in my public career I was shocked 
when I learned how many people there are who devote 
most of their energies to tearing down that which the 
builders construct. By some queer turn of the wheel of 
fate one of these destroyers crossed my path by 
making it his business to try to destroy my reputation. 



ASK any wise man 

what he most desires 

and he will, more than 

likely, say "more 



At first, I was inclined to "strike back" at him, but as 
I sat at my typewriter late one night, a thought came 
to me which changed my entire attitude toward this 
man. Removing the sheet of paper that was in my 
typewriter, I inserted another one on which I stated 
this thought, in these words: 

You have a tremendous advantage over 
the man who does you an injury: you have 
it within your power to forgive him, while 
he has no such advantage over you. 

As I finished writing those lines, I made up my 
mind that I had come to the point at which I had to 
decide upon a policy that would serve as a guide 
concerning my attitude toward those who criticize my 
work or try to destroy my reputation. I reached this 
decision by reasoning something after this fashion: 
Two courses of action were open to me. I could waste 
much of my time and energy in striking back at those 
who would try to destroy me, or I could devote this 
energy to furthering my life-work and let the result of 
that work serve as my sole answer to all who would 
criticize my efforts or question my motives. I decided 
upon the latter as being the better policy and adopted 

"By their deeds you shall know them!" 

If your deeds are constructive and you are at 
peace with yourself, in your own heart, you will not 
find it necessary to stop and explain your motives, for 
they will explain themselves. 

The world soon forgets its destroyers. It builds its 
monuments to and bestows its honors upon none but 
its builders. Keep this fact in mind and you will more 


easily reconcile yourself to the policy of refusing to 
waste your energies by "striking back" at those who 
offend you. 

Every person who amounts to anything in this 
world comes to the point, sooner or later, at which he 
is forced to settle this question of policy toward his 
enemies, and if you want proof that it pays to exercise 
sufficient self-control to refrain from dissipating your 
vital energies by "striking back" then study the 
records of all who have risen to high stations in life 
and observe how carefully they curbed this destructive 

It is a well known fact that no man ever reached a 
high station in life without opposition of a violent 
nature from jealous and envious enemies. The late 
President Warren G. Harding and ex-President Wilson 
and John H. Patterson of the National Cash Register 
Company and scores of others whom I could mention, 
were victims of this cruel tendency, of a certain type 
of depraved man, to destroy reputation. But these men 
wasted no time explaining or "striking back" at their 
enemies. They exercised self-control. 

I do not know but that these attacks on men who 
are in public life, cruel and unjust and untruthful as 
they often are, serve a good purpose. In my own case, 
I know that I made a discovery that was of great value 
to me, as a result of a series of bitter attacks which a 
contemporary journalist launched against me. I paid 
no attention to these attacks for four or five years, 
until finally they became so bold that I decided to 
override my policy and "strike back" at my antagonist. 
I sat down at my typewriter and began to write. In all 
of my experience as a writer I do not believe I ever 


assembled such a collection of biting adjectives as 
those which I used on this occasion. The more I wrote, 
the more angry I became, until I had written all that I 
could think of on the subject. As the last line was 
finished, a strange feeling came over me-it was not a 
feeling of bitterness toward the man who had tried to 
injure me-it was a feeling of compassion, of 
sympathy, of forgiveness. 

/ had unconsciously psycho-analyzed myself by 
releasing, over the keys of my typewriter, the 
repressed emotions of hate and resentment which I 
had been unintentionally gathering in my sub- 
conscious mind over a long period of years. 

Now, if I find myself becoming very angry, I sit 
down at my typewriter and "write it out of my 
system," then throw away the manuscript, or file it 
away as an exhibit for my scrapbook to which I can 
refer back in the years to come - after the evolutionary 
processes have carried me still higher in the realm of 

Repressed emotions, especially, the emotion of 
hatred, resemble a bomb that has been constructed of 
high explosives, and unless they are handled with as 
much understanding of their nature as an expert would 
handle a bomb, they are as dangerous. A bomb may be 
rendered harmless by explosion in an open field, or by 
disintegration in a bath of the proper sort. Also, a 
feeling of anger or hatred may be rendered harmless 
by giving expression to it in a manner that harmonizes 
with the principle of psycho-analysis. 

Before you can achieve success in the higher and 
broader sense you must gain such thorough control 
over yourself that you will be a person of poise. 


WHILE others may side- 
track your ambitions 

not a few times, 

remember that dis- 

couragement most freq- 
uently comes from 



You are the product of at least a million years of 
evolutionary change. For countless generations 
preceding you Nature has been tempering and refining 
the materials that have gone into your make-up. Step 
by step, she has removed from the generations that 
have preceded you the animal instincts and baser 
passions until she has produced, in you, the finest 
specimen of animal that lives. She has endowed you, 
through this slow evolutionary process, with reason 
and poise and "balance" sufficient to enable you to 
control and do with yourself whatever you will. 

No other animal has ever been endowed with such 
self-control as you possess. You have been endowed 
with the power to use the most highly organized form 
of energy known to man, that of thought. It is not 
improbable that thought is the closest connecting link 
there is between the material, physical things of this 
world and the world of Divinity. 

You have not only the power to think but, what is 
a thousand times more important still, you have the 
power to control your thoughts and direct them to do 
your bidding! 

We are coming, now, to the really important part 
of this lesson. Read slowly and meditatively! I 
approach this part of this lesson almost with fear and 
trembling, for it brings us face to face with a subject 
which but few men are qualified to discuss with 
reasonable intelligence. 

I repeat, you have the power to control your 
thoughts and make them do your bidding! 

Your brain may be likened to a dynamo, in this 
respect, that it generates or sets into motion the 
mysterious energy called thought. The stimuli that 


start your brain into action are of two sorts; one is 
Autosuggestion and the other is Suggestion. You can 
select the material out of which your thinking is 
produced, and that is Auto-suggestion (or self- 
suggestion). You can permit others to select the 
material out of which your thinking is produced and 
that is Suggestion. It is a humiliating fact that most 
thought is produced by the outside suggestions of 
others, and it is more humiliating, still, to have to 
admit that the majority of us accept this suggestion 
without either examining it or questioning its 
soundness. We read the daily papers as though every 
word were based upon fact. We are swayed by the 
gossip and idle chatter of others as though every word 
were true. 

Thought is the only thing over which you have 
absolute control, yet, unless you are the proverbial 
exception, which is about one out of every ten 
thousand, you permit other people to enter the sacred 
mansion of your mind and there deposit, through 
suggestion, their troubles and woes, adversities and 
falsehoods, just as though you did not have the power 
to close the door and keep them out. 

You have within your control the power to select 
the material that constitutes the dominating thoughts 
of your mind, and just as surely as you are reading 
these lines, those thoughts which dominate your mind 
will bring you success or failure, according to their 

The fact that thought is the only thing over which 
you have absolute control is, within itself, of most 
profound significance, as it strongly suggests that 
thought is your nearest approach to Divinity, on this 
earthly plane. This fact also carries another highly 


impressive suggestion; namely, that thought is your 
most important tool; the one with which you may 
shape your worldly destiny according to your own 
liking. Surely, Divine Providence did not make 
thought the sole power over which you have absolute 
control without associating with that power 
potentialities which, if understood and developed, 
would stagger the imagination. 

Self-control is solely a matter of thought-control! 

Please read the foregoing sentence aloud; read it 
thoughtfully and meditate over it before reading 
further, because it is, without doubt, the most 
important single sentence of this entire course. 

You are studying this course, presumably because 
you are earnestly seeking truth and understanding 
sufficient to enable you to attain some high station in 

You are searching for the magic key that will 
unlock the door to the source of power; and yet you 
have the key in your own hands, and you may make 
use of it the moment you learn to control your 

Place in your own mind, through the principle of 
Auto-suggestion, the positive, constructive thoughts 
which harmonize with your definite chief aim in life, 
and that mind will transform those thoughts into 
physical reality and hand them back to you, as a 
finished product. 

This is thought-control! 

When you deliberately choose the thoughts which 
dominate your mind and firmly refuse admittance to 
outside suggestion, you are exercising self-control in 
its highest and most efficient form. Man is the only 
living animal that can do this. 


How many millions of years Nature has required 
in which to produce this animal no one knows, but 
every intelligent student of psychology knows that the 
dominating thoughts determine the actions and the 
nature of the animal. 

The process through which one may think 
accurately is a subject that has been reserved for 
Lesson Eleven, of this course. The point we wish 
clearly to establish, in this lesson, is that thought, 
whether accurate or inaccurate, is the most highly 
organized functioning power of your mind; and that 
you are but the sum total of your dominating or most 
prominent thoughts. 

If you would be a master salesman, whether of 
goods and wares or of personal services, you must 
exercise sufficient self-control to shut out all adverse 
arguments and suggestions. Most salesmen have so 
little self-control that they hear the prospective 
purchaser say "no" even before he says it. Not a few 
salesmen hear this fatal word "no" even before they 
come into the presence of their prospective purchaser. 
They have so little self-control that they actually 
suggest to themselves that their prospective purchaser 
will say "no" when asked to purchase their wares. 

How different is the man of self-control! He not 
only suggests to himself that his prospective purchaser 
will say "yes," but if the desired "yes" is not 
forthcoming, he stays on the job until he breaks down 
the opposition and forces a "yes." If his prospective 
purchaser says "no," he does not hear it. If his 
prospective purchaser says "no" - a second, and a 
third, and a fourth time - he does not hear it, for he is 
a man of self-control and he permits no suggestions to 
reach his mind except those which he desires to 
influence him. 


The master salesman, whether he be engaged in 
selling merchandise, or personal services, or sermons, 
or public addresses, understands how to control his 
own thoughts. Instead of being a person who accepts, 
with meek submission, the suggestions of others, he is 
a person who persuades others to accept his 
suggestions. By controlling himself and by placing 
only positive thoughts in his own mind, he thereby 
becomes a dominating personality, a master salesman. 

This, too, is self-control! 

A master salesman .s one who takes the offensive, 
and never the defensive side of an argument, if 
argument arises. 

Please read the foregoing sentence again! 

If you are a master salesman you know that it is 
necessary for you to keep your prospective purchaser 
on the defensive, and you also know that it will be 
fatal to your sale if you permit him to place you on 
the defensive and keep you there. You may, and of 
course you will at times, be placed in a position in 
which you will have to assume the defensive side of 
the conversation for a time, but it is your business to 
exercise such perfect poise and self-control that you 
will change places with your prospective purchaser 
without his noticing that you have done so, by placing 
him back on the defensive. 

This requires the most consummate skill and self- 

Most salesmen sweep this vital point aside by 
becoming angry and trying to scare the prospective 
purchaser into submission, but the master salesman 
remains calm and serene, and usually comes out the 


PEOPLE like to use 

their excess energy by 
"chewing the rag." Wm. 
Wrigley, Jr., capitalized 
this human trait by 
giving them a stick of 


The word "salesman" has reference to all people 
who try to persuade or convince others by logical 
argument or appeal to self-interest. We are all 
salesmen; or, at least, we should be, no matter what 
form of service we are rendering or what sort of goods 
we are offering. 

The ability to negotiate with other people without 
friction and argument is the outstanding quality of all 
successful people. Observe those nearest you and 
notice how few there are who understand this art of 
tactful negotiation. Observe, also, how successful are 
the few who understand this art, despite the fact that 
they may have less education than those with whom 
they negotiate. 

It is a knack that can be cultivated. 

The art of successful negotiation grows out of 
patient and painstaking self-control. Notice how easily 
the successful salesman exercises self-control when he 
is handling a customer who is impatient. In his heart 
such a salesman may be boiling over, but you will see 
no evidence of it in his face or manner or words. 

He has acquired the art of tactful negotiation! 

A single frown of disapproval or a single word 
denoting impatience will often spoil a sale, and no one 
knows this better than the successful salesman. He 
makes it his business to control his feelings, and as a 
reward he sets his own salary mark and chooses his 
own position. 

To watch a person who has acquired the art of 
successful negotiation is a liberal education, within 
itself. Watch the public speaker who has acquired this 
art; notice the firmness of his step as he mounts the 
platform; observe the firmness of his voice as he 


begins to speak; study the expression on his face as he 
sweeps his audience with the mastery of his argument. 
He has learned how to negotiate without friction. 

Watch the physician who has acquired this art, as 
he walks into the sick room and greets his patient with 
a smile. His bearing, the tone of his voice, the look of 
assurance on his face, all mark him as one who has 
acquired the art of successful negotiation, and the 
patient begins to feel better the moment he enters the 
sick room. 

Watch the foreman of the works who has acquired 
this art, and observe how his very presence spurs his 
men to greater effort and inspires them with 
confidence and enthusiasm. 

Watch the lawyer who has acquired this art, and 
observe how he commands the respect and attention of 
the court, the jury and his fellow-practitioners. There 
is something about the tone of his voice, the posture 
of his body, and the expression on his face which 
causes his opponent to suffer by comparison. He not 
only knows his case, but he convinces the court and 
the jury that he knows, and as his reward he wins his 
cases and claims big retaining fees. 

And all of this is predicated upon self-control! 

And self-control is the result of thought-control! 

Deliberately place in your own mind the sort of 
thoughts that you desire there, and keep out of your 
mind those thoughts which others place there through 
suggestion, and you will become a person of self- 

This privilege of stimulating your mind with 
suggestions and thoughts of your own choosing is 
your prerogative power that Divine Providence gave 


you, and if you will exercise this holy right there is 
nothing within the bounds of reason that you cannot 

"Losing your temper," and with it your case, or 
your argument, or your sale, marks you as one who 
has not yet familiarized himself with the fundamentals 
upon which self-control is based, and the chief one of 
these fundamentals is the privilege of choosing the 
thoughts that dominate the mind. 

A student in one of my classes once asked how 
one went about controlling one's thoughts when in a 
state of intense anger, and I replied: "In exactly the 
same way that you would change your manner and the 
tone of your voice if you were in a heated argument 
with a member of your family and heard the door bell 
ring, warning you that company was about to visit 
you. You would control yourself because you would 
desire to do so. " 

If you have ever been in a similar predicament, 
where you found it necessary to cover up your real 
feelings and change the expression on your face 
quickly, you know how easily it can be done, and you 
also know that it can be done because one wants to do 

Back of all achievement, back of all self-control, 
back of all thought control, is that magic something 
called desire! 

It is no misstatement of fact to say that you are 
limited only by the depth of your desires! 

When your desires are strong enough you will 
appear to possess superhuman powers to achieve. No 
one has ever explained this strange phenomenon of the 
mind, and perhaps no one ever will explain it, but if 


if you doubt that it exists you have but to experiment 
and be convinced. 

If you were in a building that was on fire, and all 
the doors and windows were locked, the chances are 
that you would develop sufficient strength with which 
to break down the average door, because of your 
intense desire to free yourself. 

If you desire to acquire the art of successful 
negotiation, as you undoubtedly will when you 
understand its significance in relation to your 
achievement of your definite chief aim, you will do so, 
providing your desire is intense enough. 

Napoleon desired to become emperor of France 
and did rule. Lincoln desired to free the slaves, and he 
accomplished it. The French desired that "they shall 
not pass," at the beginning of the world war, and they 
didn't pass! Edison desired to produce light with 
electricity, and he produced it - although he was many 
years in doing so. Roosevelt desired to unite the 
Atlantic and Pacific oceans, through the Panama 
Canal, and he did it. Demosthenes desired to become a 
great public speaker, and despite the handicap of 
serious impediment of speech, he transformed his 
desire into reality. Helen Keller desired to speak, and 
despite the fact that she was deaf, dumb and blind, she 
now speaks. John H. Patterson desired to dominate in 
the production of cash registers, and he did it. 
Marshall Field desired to be the leading merchant of 
his time, and he did. Shakespeare desired to become 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 quit playing base-ball 
and become a master preacher, and he did. James J. 


Hill desired to become an empire builder; and, despite 
the fact that he was only a poor telegraph operator, he 
transformed that desire into reality. 

Don't say, "It can't be done," or that you are 
different from these and thousands of others who have 
achieved noteworthy success in every worthy calling. 
If you are "different," it is only in this respect: they 
desired the object of their achievement with more 
depth and intensity than you desire yours. 

Plant in your mind the seed of a desire that is 
constructive by making the following your creed and 
the foundation of your code of ethics: 

"I wish to be of service to my fellow men as I 
journey through life. To do this I have adopted this 
creed as a guide to be followed in dealing with my 

"To train myself so that never, under any 
circumstances, will I find fault with any person, no 
matter how much I may disagree with him or how 
inferior his work may be, as long as I know he is 
sincerely trying to do his best. 

"To respect my country, my profession and 
myself. To be honest and fair with my fellow men, as 
I expect them to be honest and fair with me. To be a 
loyal citizen of my country. To speak of it with 
praise, and act always as a worthy custodian of its 
good name. To be a person whose name carries weight 
wherever it goes. 

"To base my expectations of reward on a solid 
foundation of service rendered. To be willing to pay 
the price of success in honest effort. To look upon my 
work as an opportunity to be seized with joy and made 


IT is a peculiar trait 


human nature 

, but it is true, 

that the mc 

>st successful 

men will wo 

rk harder 


the sake of rendering useful 

service than 

they will 


money alone. 


the most of, and not as a painful drudgery to be 
reluctantly endured. 

"To remember that success lies within myself - in 
my own brain. To expect difficulties and to force my 
way through them. 

"To avoid procrastination in all its forms, and 
never, under any circumstances, put off until 
tomorrow any duty that should be performed today. 

"Finally, to take a good grip on the joys of life, 
so I may be courteous to men, faithful to friends, true 
to God - a fragrance in the path I tread." 

The energy which most people dissipate through 
lack of self-control would, if organized and used 
constructively, bring all the necessities and all the 
luxuries desired. 

The time which many people devote to 
"gossiping" about others would, if controlled and 
directed constructively, be sufficient to attain the 
object of their definite chief aim (if they had such an 

All successful people grade high on self-control! 
All "failures" grade low, generally zero, on this 
important law of human conduct. 

Study the comparative analysis chart in the 
Introductory Lesson, and observe the self-control 
gradings of Jesse James and Napoleon. 

Study those around you and observe, with profit, 
that all the successful ones exercise self-control, 
while the "failures" permit their THOUGHTS, 
WORDS and DEEDS to run wild! 

One very common and very destructive form of 
lack of self-control is the habit of talking too much. 
People of wisdom, who know what they want and are 


bent on getting it, guard their conversation carefully. 
There can be no gain from a volume of uninvited, 
uncontrolled, loosely spoken words. 

It is nearly always more profitable to listen than 
it is to speak. A good listener may, once in a great 
while, hear something that will add to his stock of 
knowledge. It requires self-control to become a good 
listener, but the benefits to be gained are worth the 

"Taking the conversation away from another 
person" is a common form of lack of self-control 
which is not only discourteous, but it deprives those 
who do it of many valuable opportunities to learn 
from others. 

After completing this lesson you should go back 
to the self-analysis chart, in the Introductory Lesson, 
and re-grade yourself on the Law of Self-control. 
Perhaps you may wish to reduce your former grading 

Self-control was one of the marked characteristics 
of all successful leaders whom I have analyzed, in 
gathering material for this course. Luther Burbank 
said that, in his opinion, self-control was the most 
important of the Fifteen Laws of Success. During all 
his years of patient study and observation of the 
evolutionary processes of vegetable life he found it 
necessary to exercise the faculty of self-control, 
despite the fact that he was dealing with inanimate 

John Burroughs, the naturalist, said practically 
the same thing; that self-control stood near the head 
of the list, in importance, of the Fifteen Laws of 

The man who exercises complete self-control 
cannot be permanently defeated, as Emerson has so 


well stated in his essay on Compensation, for the 
reason that obstacles and opposition have a way of 
melting away when confronted by the determined mind 
that is guided to a definite end with complete self- 

Every wealthy man whom I have analyzed 
(referring to those who have become wealthy through 
their own efforts) showed such positive evidence that 
self-control had been one of his strong points that I 
reached the conclusion that no man can hope to 
accumulate great wealth and keep it without 
exercising this necessary quality. 

The saving of money requires the exercise of self- 
control of the highest order, as, I hope, has been made 
quite clear in the fourth lesson of this course. 

I am indebted to Edward W. Bok for the 
following rather colorful description of the extent to 
which he found it necessary to exercise self-control 
before he achieved success and was crowned with 
fame as one of the great journalists of America: 


I make my living trying to edit the Ladies' Home 
Journal. And because the public has been most 
generous in its acceptance of that periodical, a share 
of that success has logically come to me. Hence a 
number of my very good readers cherish an opinion 
that often I have been tempted to correct, a temptation 
to which I now yield. My correspondents express the 
conviction variously, but this extract from a letter is a 
fair sample: 

"It is all very easy for you to preach economy to 


us when you do not know the necessity for it: To tell 
us how, as for example in my own case, we must live 
within my husband's income of eight hundred dollars a 
year, when you have never known what it is to live on 
less than thousands. Has it occurred to you, born with 
the proverbial silver 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 live, day by day and year in and year out - an 
experience that you know not of?" 

"An experience that you know not of!" 

Now, how far do the facts square with this 

Whether or not I was born with the proverbial 
silver spoon in my mouth, I cannot say. It is true that 
I was born of well-to-do parents. But when I was six 
years old my father lost all his means, and faced life 
at forty-five, in a strange country, without even 
necessaries. There are men and their wives who know 
what that means; for a man to try to "come back" at 
forty-five, and in a strange country! 

I had the handicap of not knowing one word of 
the English language. I went to a public school and 
learned what I could. And sparse morsels they were! 
The boys were cruel, as boys are. The teachers were 
impatient, as tired teachers are. 

My father could not find his place in the world. 
My mother who had always had servants at her beck 
and call, faced the problems of housekeeping that she 
had never learned nor been taught. And there was no 

So, after school hours, my brother and I went 
home, but not to play. After-school hours meant for us 


to help a mother who daily grew more frail under the 
burdens that she could not carry. Not for days, but for 
years, we two boys got up in the gray cold winter 
dawn when the beds feel so warm to growing boys, 
and we sifted the coal ashes of the day-before's fire 
for a stray lump or two of unburned coal, and with 
what we had or could find we made the fire and 
warmed up the room. Then we set the table for the 
scant breakfast, went to school, and directly after 
school we washed the dishes, swept and scrubbed the 
floors. Living in a three-family tenement, each third 
week meant that we scrubbed the entire three flights 
of stairs from the third story to the first, as well as the 
doorsteps and the sidewalk outside. The latter work 
was the hardest; for we did it on Saturdays, with the 
boys of the neighborhood looking on none too kindly, 
so we did it to the echo of the crack of the ball and 
bat on the adjoining lot! 

In the evening when the other boys could sit by 
the lamp or study their lessons, we two boys went out 
with a basket and picked up wood and coal in the 
adjoining lots, or went after the dozen or so pieces of 
coal left from the ton of coal put in that afternoon by 
one of the neighbors, with the spot hungrily fixed in 
mind by one of us during the day, hoping that the man 
who carried in the coal might not be too careful in 
picking up the stray lumps! 

"An experience that you know not of!" Don't I? 

At ten years of age I got my first job, washing the 
windows of a baker's shop at fifty cents a week. In a 
week or two I was allowed to sell bread and cakes 
behind the counter after school hours for a dollar a 
week - handing out freshly baked cakes and warm, de- 




















licious-smelling bread, when scarcely a crumb had 
passed my mouth that day! 

Then on Saturday mornings I served a route for a 
weekly paper, and sold my remaining stock on the 
street. It meant from sixty to seventy cents for that 
day's work. 

I lived in Brooklyn, New York, and the chief 
means of transportation to Coney Island at that time 
was the horse car. Near where we lived the cars would 
stop to water the horses, the men would jump out and 
get a drink of water, but the women had no means of 
quenching their thirst. Seeing this lack I got a pail, 
filled it with water and a bit of ice, and, with a glass, 
jumped on each car on Saturday afternoon and all day 
Sunday, and sold my wares at a cent a glass. And 
when competition came, as it did very quickly when 
other boys saw that a Sunday's work meant two or 
three dollars, I squeezed a lemon or two in my pail, 
my liquid became "lemonade" and my price two cents 
a glass, and Sunday meant five dollars to me. 

Then, in turn, I became a reporter during the 
evenings, an office boy day-times, and learned 
stenography at midnight. 

My correspondent says she supports her family of 
husband and child on eight hundred dollars a year, and 
says I have never known what that means. I supported 
a family of three on six dollars and twenty-five cents 
a week-less than one-half of her yearly income. When 
my brother and I, combined, brought in eight hundred 
dollars a year we felt rich! 

I have for the first time gone into these details in 
print so that you may' know, at first hand, that the 
editor of the Ladies' Home journal is not a theorist 


when he writes or prints articles that seek to preach 
economy or that reflect a hand-to-hand struggle on a 
small or an invisible income. There is not a single 
step, not an inch, on the road of direct poverty that I 
do not know of or have not experienced. And, having 
experienced every thought, every feeling and every 
hardship that come to those who travel that road, I say 
today that I rejoice with every boy who is going 
through the same experience. 

Nor am I discounting or forgetting one single 
pang of the keen hardships that such a struggle means. 
I would not today exchange my years of the keenest 
hardship that a boy can know or pass through for any 
single experience that could have come to me. I know 
what it means to earn - not a dollar, but to earn two 
cents. I know the value of money as I could have 
learned it or known it in no other way. I could have 
been trained for my life-work in no surer way. I could 
not have arrived at a truer understanding of what it 
means to face a day without a penny in hand, not a 
loaf of bread in the cupboard, not a piece of kindling 
wood for the fire - with nothing to eat, and then be a 
boy with the hunger of nine and ten, with a mother 
frail and discouraged! 

"An experience that you know not of!" Don't I? 

And yet I rejoice in the experience, and I repeat: 
I envy every boy who is in that condition and going 
through it. But - and here is the pivot of my strong 
belief in poverty as an undisguised blessing to a boy - 
I believe in poverty as a condition to experience, to go 
through, and then to get out of : not as a condition to 
stay in. "That's all very well," some will say; "easy 
enough to say, but how can you get out of it?" No one 


can definitely tell another that. No one told me. No 
two persons can find the same way out. Each must 
find his way for himself. That depends on the boy. I 
was determined to get out of poverty, because my 
mother was not born in it, could not stand it and did 
not belong in it. This gave me the first essential: a 
purpose. Then I backed up the purpose with effort and 
willingness to work and to work at anything that came 
my way, no matter what it was, so long as it meant 
"the way out." I did not pick and choose; I took what 
came and did it in the best way I knew how; and when 
I didn't like what I was doing I still did it well while I 
was doing it, but I saw to it that I didn't do it any 
longer than I had to do it. I used every rung in the 
ladder as a rung to the one above. It meant effort, but 
out of the effort and the work came the experience; 
the upbuilding, the development; the capacity to 
understand and sympathize; the greatest heritage that 
can come to a boy. And nothing in the world can give 
that to a boy, so that it will burn into him, as will 

That is why I believe so strongly in poverty, the 
greatest blessing in the way of the deepest and fullest 
experience that can come to a boy. But, as I repeat: 
always as a condition to work out of, not to stay in. 

Before you can develop the habit of perfect self- 
control you must understand the real need for this 
quality. Also, you must understand the advantages 
which self-control provides those who have learned 
how to exercise it. 

By developing self-control you develop, also, 
other qualities that will add to your personal power. 


Among other laws which are available to the person 
who exercises self-control is the Law of Retaliation. 

You know what "retaliate" means! 

In the sense that we are using here it means to 
"return like for like," and not merely to avenge or to 
seek revenge, as is commonly meant by the use of this 

If I do you an injury you retaliate at first 
opportunity. If I say unjust things about you, you will 
retaliate in kind, even in greater measure! 

On the other hand, if I do you a favor you will 
reciprocate even in greater measure if possible. 

Through the proper use of this law / can get you 
to do whatever I wish you to do. If I wish you to 
dislike me and to lend your influence toward 
damaging me, I can accomplish this result by 
inflicting upon you the sort of treatment that I want 
you to inflict upon me through retaliation. 

If I wish your respect, your friendship and your 
co-operation I can get these by extending to you my 
friendship and co-operation. 

On these statements I know that we are together. 
You can compare these statements with your own 
experience and you will see how beautifully they 

How often have you heard the remark, "What a 
wonderful personality that person has." How often 
have you met people whose personalities you coveted? 

The man who attracts you to him through his 
pleasing personality is merely making use of the Law 
of Harmonious Attraction, or the Law of Retaliation, 
both of which, when analyzed, mean that "like attracts 


If you will study, understand and make intelligent 
use of the Law of Retaliation you will be an efficient 
and successful salesman. When you have mastered this 
simple law and learned how to use it you will have 
learned all that can be learned about salesmanship. 

The first and probably the most important step to 
be taken in mastering this law is to cultivate complete 
self-control. You must learn to take all sorts of 
punishment and abuse without retaliating in kind. This 
self-control is a part of the price you must pay for 
mastery of the Law of Retaliation. 

When an angry person starts in to vilify and abuse 
you, justly or unjustly, just remember that if you 
retaliate in a like manner you are being drawn down to 
that person's mental level, therefore that person is 
dominating you! 

On the other hand, if you refuse to become angry, 
if you retain your self-composure and remain calm and 
serene you retain all your ordinary faculties through 
which to reason. You take the other fellow by 
surprise. You retaliate with a weapon with the use of 
which he is unfamiliar, consequently you easily 
dominate him. 

Like attracts like! There's no denying this! 

Literally speaking, every person with whom you 
come in contact is a mental looking-glass in which 
you may see a perfect reflection of your own mental 

As an example of direct application of the Law of 
Retaliation, let us cite an experience that I recently 
had with my two small boys, Napoleon Junior and 


IT is well worth remembering 

that the customer is the most 

important factor in any 
business. If you don't think so, 
try to get along without him 

for a while. 


We were on our way to the park to feed the birds 
and squirrels. Napoleon junior had bought a bag of 
peanuts and James had bought a box of "Crackerjack." 
James took a notion to sample the peanuts. Without 
asking permission he reached over and made a grab 
for the bag. He missed and Napoleon junior 
"retaliated" with his left fist which landed rather 
briskly on James' jaw. 

I said to James: "Now, see here, son, you didn't 
go about getting those peanuts in the right manner. 
Let me show you how to get them." It all happened so 
quickly that I hadn't the slightest idea when I spoke 
what I was going to suggest to James, but I sparred for 
time to analyze the occurrence and work out a better 
way, if possible, than that adopted by him. 

Then I thought of the experiments we had been 
making in connection with the Law of Retaliation, so I 
said to James: "Open your box of Crackerjack' and 
offer your little brother some and see what happens." 
After considerable coaxing I persuaded him to do this. 
Then a remarkable thing happened - a happening out 
of which I learned my greatest lesson in salesmanship! 
Before Napoleon would touch the "Crackerjack" he 
insisted on pouring some of his peanuts into lames' 
overcoat pocket. He "retaliated in kind!" Out of this 
simple experiment with two small boys I learned more 
about the art of managing them than I could have 
learned in any other manner. Incidentally, my boys are 
beginning to learn how to manipulate this Law of 
Retaliation which saves them many a physical combat. 

None of us have advanced far beyond Napoleon 
Junior and James as far as the operation and influence 


of the Law of Retaliation is concerned. We are all just 
grown-up children and easily influenced through this 
principle. The habit of "retaliating in kind" is so 
universally practiced among us that we can properly 
call this habit the Law of Retaliation. If a person 
presents us with a gift we never feel satisfied until we 
have "retaliated" with something as good or better 
than that which we received. If a person speaks well 
of us we increase our admiration for that person, and 
we "retaliate" in return! 

Through the principle of retaliation we can 
actually convert our enemies into loyal friends. If you 
have an enemy whom you wish to convert into a friend 
you can prove the truth of this statement if you will 
forget that dangerous millstone hanging around your 
neck, which we call "pride" (stubbornness). Make a 
habit of speaking to this enemy with unusual 
cordiality. Go out of your way to favor him in every 
manner possible. He may seem immovable at first, but 
gradually he will give way to your influence and 
"retaliate in kind!" The hottest coals of fire ever 
heaped upon the head of one who has wronged you are 
the coals of human kindness. 

One morning in August, 1863, a young clergyman 
was called out of bed in a hotel at Lawrence, Kansas. 
The man who called him was one of Quantrell's 
guerrillas, and he wanted him to hurry downstairs and 
be shot. All over the border that morning people were 
being murdered. A band of raiders had ridden in early 
to perpetrate the Lawrence massacre. 

The guerrilla who called the clergyman was 
impatient. The latter, when fully awake, was horrified 
by what he saw going on through his window. As he 


came downstairs the guerrilla demanded his watch and 
money, and then wanted to know if he was an 
abolitionist. The clergyman was trembling. But he 
decided that if he was to die then and there it would 
not be with a lie on his lips. So he said that he was, 
and followed up the admission with a remark that 
immediately turned the whole affair into another 

He and the guerrilla sat down on the porch, while 
people were being killed through the town, and had a 
long talk. It lasted until the raiders were ready to 
leave. When the clergyman's guerrilla mounted to join 
his confederates he was strictly on the defensive. He 
handed back the New Englander's valuables, 
apologized for disturbing him and asked to be thought 
well of. 

That clergyman lived many years after the 
Lawrence massacre. What did he say to the guerrilla? 
What was there in his personality that led the latter to 
sit down and talk? What did they talk about? 

"Are you a Yankee abolitionist?" the guerrilla had 
asked. "Yes, I am," was the reply, "and you know very 
well that you ought to be ashamed of what you're 

This drew the matter directly to a moral issue. It 
brought the guerrilla up roundly. The clergyman was 
only a stripling beside this seasoned border ruffian. 
But he threw a burden of moral proof on to the raider, 
and in a moment the latter was trying to demonstrate 
that he might be a better fellow than circumstances 
would seem to indicate. 

After waking this New Englander to kill him on 
account of his politics, he spent twenty minutes on the 
witness stand trying to prove an alibi. He went into 


his personal history at length. He explained matters 
from the time when he had been a tough little kid who 
wouldn't say his prayers, and became quite 
sentimental in recalling how one thing had led to 
another, and that to something worse, until - well, 
here he was, and "a mighty bad business to be in, 
pardner." His last request in riding away was: "Now, 
pardner, don't think too hard of me, will you?" 

The New England clergyman made use of the Law 
of Retaliation, whether he knew it at that time or not. 
Imagine what would have happened had he come 
downstairs with a revolver in his hand and started to 
meet physical force with physical force! 

But he didn't do this! He mastered the guerrilla 
because he fought him with a force that was unknown 
to the brigand. 

Why is it that when once a man begins to make 
money the whole world seems to beat a pathway to his 

Take any person that you know who enjoys 
financial success and he will tell you that he is being 
constantly sought, and that opportunities to make 
money are constantly being urged upon him! 

"To him that hath shall be given, but to him that 
hath not shall be taken away even that which he bath" 

This quotation from the Bible used to seem 
ridiculous to me, yet how true it is when reduced to 
its concrete meaning. 

Yes, "to him that hath shall be given!" If he 
"hath" failure, lack of self-confidence, hatred or lack 
of self-control, to him shall these qualities be given in 
still greater abundance! But, if he "hath" success, 
self-confidence, self-control, patience, persistence and 


determination, to him shall these qualities be 

Sometimes it may be necessary to meet force with 
force until we overpower our opponent or adversary, 
but while he is down is a splendid time to complete 
the "retaliation" by taking him by the hand and 
showing him a better way to settle disputes. 

Like attracts like! Germany sought to bathe her 
sword in human blood, in a ruthless escapade of 
conquest. As a result she has drawn the "retaliation in 
kind" of most of the civilized world. 

It is for you to decide what you want your fellow 
men to do and it is for you to get them to do it through 
the Law of Retaliation! 

"The Divine Economy is automatic and very 
simple: we receive only that which we give." 

How true it is that "we receive only that which we 
give"! It is not that which we wish for that comes 
back to us, but that which we give. 

I implore you to make use of this law, not alone 
for material gain, but, better still, for the attainment 
of happiness and good-will toward men. 

This, after all, is the only real success for which 
to strive. 


In this lesson we have learned a great principle - 
probably the most important major principle of 
psychology! We have learned that our thoughts and 
actions toward others resemble an electric magnet 
which attracts to us the same sort of thought and the 
same sort of action that we, ourselves, create. 

We have learned that "like attracts like," whether 
in thought or in expression of thought through bodily 










action. We have learned that the human mind 
responds, in kind, to whatever thought impressions it 
receives. We have learned that the human mind 
resembles mother earth in that it will reproduce a crop 
of muscular action which corresponds, in kind, to the 
sensory impressions planted in it. We have learned 
that kindness begets kindness and unkindness and 
injustice beget unkindness and injustice. 

We have learned that our actions toward others, 
whether of kindness or unkindness, justice or 
injustice, come back to us, even in a larger measure! 
We have learned that the human mind responds in 
kind, to all sensory impressions it receives, therefore 
we know what we must do to influence any desired 
action upon the part of another. We have learned that 
"pride" and "stubbornness" must be brushed away 
before we can make use of the Law of Retaliation in a 
constructive way. We have not learned what the Law 
of Retaliation is, but we have learned how it works 
and what it will do; therefore, it only remains for us 
to make intelligent use of this great principle. 

You are now ready to proceed with Lesson Nine, 
where you will find other laws which harmonize 
perfectly with those described in this lesson on Self- 

It will require the strongest sort of self-control to 
enable the beginner to apply the major law of the next 
lesson, on the Habit of Doing More Than Paid For, but 
experience will show that the development of such 
control is more than justified by the results growing 
out of such discipline. 


IF you 

are successful 


that somew 





you a lift 

or an idea 


started you in the 





that you are indebted to life 

until you 

help some 



person, just as 

you were h 




An After-the-Lesson Visit With the Author 

Nothing is permanent except change. Life 
resembles a great kaleidoscope before which Time 
is ever shifting, changing and rearranging both 
the stage setting and the players. New friends are 
constantly replacing the old. Everything is in a 
state of flux. In every heart is the seed of both 
rascality and justice. Every human being is both a 
criminal and a saint, depending upon the 
expediency of the moment as to which will assert 
itself. Honesty and dishonesty are largely matters 
of individual viewpoint. The weak and the strong, 
the rich and the poor, the ignorant and the well- 
informed are exchanging places continuously. 

Know YOURSELF and you know the entire 
human race. There is but one real achievement, 
and that is the ability to THINK ACCURATELY. 
We move with the procession, or behind it, but we 
cannot stand still. 

NOTHING is permanent except change! 
In the picture above you see proof that the law of 
evolution is working out improvements in the methods 


methods of travel. Remember, as you study this 
picture, that all these changes took place first in the 
minds of men. 

At the extreme left you see the first crude method 
of transportation. Man was not satisfied with this slow 
process. Those two little words "not satisfied," have 
been the starting point of all advancement. Think of 
them as you read this article. 

Next, in the picture, you see the history of 
transportation step by step, as man's brain began to 
expand. It was a long step forward when man 
discovered how to hitch a bullock to a wagon and 
thereby escape the toil of pulling the load. That was 
practical utility. But, when the stage-coach was 
ushered into use that was both utility and style. Still 
man was "not satisfied" and this dissatisfaction 
created the crude locomotive that you see in the 

Now all these methods of travel have been 
discarded except in certain uncivilized (or 
uncommercialized) parts of the world. The man 
drawing the cart, the bullock drawing the cart, the 
stage-coach and the crude locomotive all belong to 
ages that have passed. 

At the right you see the transportation methods of 
the present. Compare them with those of the past and 
you may have a fair idea of the enormous expansion 
that has taken place in the brain and mind of man. 
Man now moves about more rapidly than in the past. 
From the first type of locomotive there has been 
evolved a powerful machine capable of hauling a 
hundred cars of freight, compared with the one small 
light car that could be drawn with the original. 
Automobiles that travel at the speed of seventy-five 


miles an hour are now as common as were the two- 
wheel carts in ages past. Moreover, they are within the 
means of all who want them. 

And still man's mind was "not satisfied." Travel 
on the earth was too slow. Turning his eyes upward he 
watched the birds soaring high in the elements and 
became "DETERMINED" to excel them. Study, also, 
the word "determined," for whatever man becomes 
determined to do man does! Within the brief period of 
fifteen years man has mastered the air and now travels 
in the airplane at the rate of a hundred and fifty miles 
an hour. 

Not only has man made the air carry him at 
amazingly rapid speed, but he has harnessed the ether 
and made it carry his words all the way around the 
earth in the fractional part of a second. 

We have been describing the PAST and the 

At the bottom of the picture we may see the next 
step forward that man will take in methods of travel; 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 provide food for THOUGHT! 

Any influence that causes one to think causes 
one, also, to grow stronger mentally. Mind 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 been the result of 
some influence that stimulated his mind to greater 
than normal action. 


The two great major influences that cause the 
mind of man to grow are the urge of necessity and the 
urge of desire to create. Some minds develop only 
after they have undergone failure and defeat and other 
forms of punishment which arouse them to greater 
action. Other minds wither away and die under 
punishment, but grow to unbelievable heights when 
provided with the opportunity to use their imaginative 
forces in a creative way. 

Study the picture of the evolution of 
transportation and you will observe one outstanding 
fact worth remembering, namely, that the whole story 
has been one of development and advancement that 
grew out of necessity. The entire period described in 
the picture as "THE PAST" was one wherein the urge 
was that of necessity. 

In the period described in the picture above as 
"THE PRESENT" the urge has been a combination of 
both necessity and the desire to create. The period 
described as "THE FUTURE" will be one in which the 
strong desire to create will be the sole urge that will 
drive man's mind on and on to heights as yet 
undreamed of. 

It 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 service in a minute as ten 
thousand men could perform in a day. But, if the 
distance has been long the development of man's mind 
has been correspondingly great, and that development 
has been sufficient to eventually do the work of the 
world with machines operated by Nature's forces and 
not by man's muscles. 


The evolutionary changes in the methods of 
transportation have created other problems for man's 
mind to solve. The automobile drove man to build 
better roads and more of them. The automobile and the 
speedy locomotive, combined, have created dangerous 
crossings which claim thousands of lives annually. 
Man's mind must now respond to the urge of 
"necessity" and meet this emergency. 

Keep this essay and remember this prophecy: 

Within five years every railroad crossing in the 
country will be amply protected against automobile 
accidents, and, the automobile, itself, will manipulate 
the system that will do the protecting; a system that 
will be fool-proof and effective; a system that will 
work whether the driver of the automobile is asleep or 
awake, drunk or sober. 

Come, now, for a brief glimpse at the machinery 
of the imagination of man, as it works under the 
stimulant of desire to create. 

Some imaginative man; perhaps some fellow who 
never did anything else of note and who will never do 
anything worth while again; will create a system of 
railroad crossing protection that will be operated by 
the weight of the passing automobile. Within the 
required distance from the crossing a platform similar 
to the platform of a large freight scale will cover an 
entire section of the roadway. As soon as an 
automobile 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 over the track, 
thus forcing him to "stop, look and listen." 

If you have a highly imaginative mind YOU may 


be the one who will create this system and collect the 
royalties from its sale. 

To be practical the imaginative mind should be al. 
ways on the alert for ways and means of diverting 
waste motion and power into useful channels. Most 
automobiles are far too heavy in comparison with the 
load they carry. This weight can be utilized by making 
it provide the motorist with railroad crossing 

Remember, the purpose of this essay is to give 
you merely the seed of suggestion; not the finished 
product of an invention ready to set up and render 
service. The value to you, of this suggestion, lies in 
the possibility of THOUGHT that you may devote to 
it, thereby developing and expanding your own mind. 

Study yourself and find out to which of the two 
great major urges to action your mind responds most 
naturally - the urge of necessity or the desire to 
create. If you have children, study them and determine 
to which of these two motives they respond most 
naturally. Millions of children have had their 
imagination dwarfed and retarded by parents who 
removed as much as possible of the urge of necessity. 
By "making it easy" for your child you may be 
depriving the world of a genius. Bear in mind the fact 
that most of the progress that man has made came as 
the result of bitter, biting NECESSITY! 

You need no proof that methods of transportation 
have undergone a continuous process of evolution. So 
marked has the change been that the old one-lung type 


of automobile now provokes a laugh wherever it is 
found on the street. 

The law of evolution is always and everywhere at 
work, changing, tearing down and rebuilding every 
material element on this earth and throughout the 
universe. Towns, cities and communities are 
undergoing constant change. Go back to the place 
where you lived twenty years ago and you will 
recognize neither the place nor the people. New faces 
will have made their appearance. The old faces will 
have changed. New buildings will have taken the place 
of the old. Everything will appear differently because 
everything will be different. 

The human mind is also undergoing constant 
change. If this were not true we would never grow 
beyond the child-mind age. Every seven years the 
mind of a normal person becomes noticeably 
developed and expanded. It is during these periodical 
changes of the mind that bad habits may be left off 
and better habits cultivated. Fortunate for the human 
being that his mind is undergoing a continuous 
process of orderly change. 

The mind that is driven by the urge of necessity, 
or out of love to create, develops more rapidly than 
does the mind that is never stimulated to greater 
action than that which is necessary for existence. 

The imaginative faculty of the human mind is the 
greatest piece of machinery ever created. Out of it has 
come every man-made machine and every manmade 

Back of the great industries and railroads and 
banking houses and commercial enterprises is the all- 
powerful force of IMAGINATION! 


Force your mind to THINK! Proceed by 
combining old ideas into new plans. Every great 
invention and every outstanding business or industrial 
achievement that you can name is, in final analysis, 
but the application of a combination of plans and 
ideas that have been used before, in some other 

"Back of the beating hammer 

By which the steel is wrought, 
Back of the workshop's clamor 

The seeker may find the Thought; 
The thought that is ever Master 

Of iron and steam and steel, 
That rises above disaster 

And tramples it under heel. 

"The drudge may fret and tinker 

Or labor with lusty blows, 
But back of him stands the Thinker, 

The clear-eyed man who knows; 
For into each plow or saber, 

Each piece and part and whole, 
Must go the brains of labor, 

Which gives the work a soul. 

"Back of the motor's humming, 

Back of the bells that ring, 
Back of the hammer's drumming, 

Back of the cranes that swing, 
There is the Eye which scans them, 

Watching through stress and strain, 
There is the Mind which plans them - 

Back of the brawn, the Brain. 


"Might of the roaring boiler, 

Force of the engine's thrust, 
Strength of the sweating toiler, 

Greatly in these we trust; 
But back of them stands the schemer, 

The Thinker who drives things through, 
Back of the job - the Dreamer 

Who's making the dream come true." 

Six months or a year from now come back and 
read this essay again and you will observe how much 
more you will get from it than you did at first reading. 
TIME gives the law of evolution a chance to expand 
your mind so it can see and understand more. 






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x x 

y Teaching, for the First Time in the y 
History of the World, the True Philos- 
ophy upon which all Personal Success 

* is Built. * 

X X 

by n 










Copyright, 1928, by 

Printed in the U.S.A. 

Lesson Nine 


THERE are ten weaknesses 
against which most of us 
must guard ourselves. One 
of these is the habit of 
trying to reap before we 
have sown, and the other 
nine are all wrapped up in 
the one practice of creating 
alibis to cover every 
mistake made. 


Lesson Nine 



"You Can Do It if You Believe You Can!" 

IT may seem to be a departure from the subject of this 
lesson to start the lesson with a discussion of love, 
but, if you will re serve your opinion until you have 
completed the lesson, you may be ready to agree that 
the subject of love could not have been omitted 
without impairing the value of the lesson. 

The word "love" is here used in an all-embracing 

There are many objects, motives and people 
which arouse one's love-nature. There is some work 
which we do not like, some that we do like 
moderately, and, under certain conditions, there may 
be work that we actually LOVE! 

Great artists, for example, generally love their 
work. The day laborer, on the other hand, usually not 
only dislikes his work, but may actually hate it. 

Work which one does merely for the sake of 
earning a living is seldom liked. More often it is 
disliked, or even hated. 

When engaged in work which he loves, a man may 
labor for an unbelievably long period of hours without 
becoming fatigued. Work that a man dislikes or hates 
brings on fatigue very quickly. 

A man's endurance, therefore, depends very 
largely on the extent to which he likes, dislikes or 
loves that which he is doing. 

We are here laying the foundation, as you will of 
course observe, for the statement of one of the most 
important laws of this philosophy, viz.: 

A man is most efficient and will more quickly and 
easily succeed when engaged in work that he loves, or 
work that he performs in behalf o f some person whom 
he loves. 

Whenever the element of love enters into any task 
that one performs, the quality of the work becomes 
immediately improved and the quantity increased, 
without a corresponding increase in the fatigue caused 
by the work. 

Some years ago a group of socialists, or perhaps 
they called themselves "co-operators," organized a 
colony in Louisiana, purchased several hundred acres 
of farm land, and started to work out an ideal which 
they believed would give them greater happiness in 
life and fewer of the worries through a system that 
provided each person with work at the sort of labor he 
liked best. 

Their idea was to pay no wages to anyone. Each 
person did the work he liked best, or that for which he 
might be best equipped, and the products of their 
combined labors became the property of all. They had 
their own dairy, their own brick-making plant, their 
own cattle, poultry, etc. They had their own schools 

and a printing plant through which they published a 

A Swedish gentleman from Minnesota joined the 
colony, and at his own request he was placed at work 
in the printing plant. Very soon he complained that he 
did not like the work, so he was changed and put to 
work 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 but one day. 
One by one he tried every job on the works, but liked 
none of them. It had begun to look as if he did not fit 
in with the co-operative idea of living, and he was 
about to withdraw when someone happened to think of 
one job he had not yet tried - in the brick plant, so he 
was given a wheelbarrow and put to work wheeling 
bricks from the kilns and stacking them in piles, in the 
brick yard. A week's time went by and no complaint 
was registered by him. When asked if he liked his job 
he replied, "This ban chust the job I like." 

Imagine anyone preferring a job wheeling bricks! 
However, that job suited the Swede's nature, he 
worked alone, at a task which called for no thought, 
and placed upon him no responsibility, which was just 
what he wanted. 

He remained at the job until all the bricks had 
been wheeled out and stacked, then withdrew from the 
colony because there was no more brick work to be 
done. "The nice quiet job ban finished, so I yank I ban 
go back to Minney-so-tie," and back to "Minney-so- 
tie" he went! 

When a man is engaged in work that he loves it is 
no hardship for him to do more work and better work 
than that for which he is paid, and for this very reason 
every man owes it to himself to do his best to find the 
sort of work he likes best. 

I have a perfect right to offer this advice to the 
students of this philosophy for the reason that I have 
followed it, myself, without reason to regret having 
done so. 

This seems to be an appropriate place to inject a 
little personal history concerning both the author and 
the Law of Success philosophy, the purpose of which 
is to show that labor performed in a spirit of love for 
the sake of the labor, itself, never has been and never 
will be lost. 

This entire lesson is devoted to the offering of 
evidence that it really pays to render more service and 
better service than one is paid to render. What an 
empty and useless effort this would be if the author 
had not, himself, practiced this rule long enough to be 
able to say just how it works out. 

For over a quarter of a century I have been 
engaged in the labor of love out of which this 
philosophy has been developed, and I am perfectly 
sincere when I repeat that which I have stated 
elsewhere in this course, that I have been amply paid 
for my labors, by the pleasure I have had as I went 
along, even if I received nothing more. 

My labors on this philosophy made it necessary, 
many years ago, for me to choose between immediate 
monetary returns, which I might have enjoyed by 
directing my efforts along purely commercial lines, 
and remuneration that comes in later years, and which 

is represented by both the usual financial standards 
and other forms of pay which can be measured only in 
terms of accumulated knowledge that enables one to 
enjoy the world about him more keenly. 

The man who engages in work that he loves best 
does not always have the support, in his choice, of his 
closest friends and relatives. 

Combating negative suggestions from friends and 
relatives has required an alarming proportion of my 
energies, during the years that I have been engaged in 
research work for the purpose of gathering, 
organizing, 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 ever, can one hope to engage in the 
work one loves best without meeting with obstacles of 
some nature. Generally, the chief obstacles in the way 
of one engaging in the sort of work one loves best is 
that it may not be the work which brings the greatest 
remuneration at the start. 

To offset this disadvantage, however, the one who 
engages in the sort of work he loves is generally 
rewarded with two very decided benefits, namely; 
first, he usually finds in such work the greatest of all 
rewards, HAPPINESS, which is priceless, and 
secondly, his actual reward in money, when averaged 
over a life-time of effort, is generally much greater, 
for the reason that labor which is performed in a spirit 
of love is usually greater in quantity and finer in 
quality than that which is performed solely for money. 

The most embarrassing and, I might without any 
intention of disrespect say, the most disastrous oppo- 

THERE is no more 

dangerous person 
dangerous to himself 

and to others - than 

the person who passes 
judgment without pre- 
tending to know the 



sition to my choice of a life-work came from my wife. 
This, perhaps, will explain why I have made frequent 
references, in many of the lessons of this course, to 
the fact that a man's wife may either "make" or 
"break" him, according to the extent to which she 
gives or withholds co-operation and encouragement in 
connection with his chosen work. 

My wife's idea was that I should accept a salaried 
position that would insure a regular monthly income, 
because I had shown, by the few salaried positions I 
had held, that I had marketable ability which should 
command an income of from $6,000.00 to $10,000.00 
a year without any very great effort on my part. 

In a way I saw my wife's viewpoint and was in 
sympathy with it, because we had young growing 
children coming on who needed clothes and education, 
and a regular salary, even though it were not large, 
seemed to be a necessity. 

Despite this logical argument, however, I chose to 
override my wife's counsel. Came, then, to her rescue, 
the combined forces of her family and mine, and 
collectively they charged me, head-on, with what 
amounted to a command to right-about-face and settle 
down on a salary basis. 

Studying other people might be all right for a man 
who had the time to spend in this "unprofitable" 
manner, they reasoned, but for a young married man 
with a growing family this seemed hardly the thing to 

But I remained adamant! I had made my choice 
and I was determined to stand by it. 

The opposition did not yield to my viewpoint, but 
gradually, of course, it melted away. Meanwhile, the 
knowledge that my choice had worked at least a tem- 


porary hardship on my family, combined with the 
thought that my dearest friends and relatives were not 
in harmony with me, greatly increased my labors. 

Fortunately, not all of my friends believed my 
choice unwise! 

There were a few friends who not only believed I 
was following a course that would ultimately bring me 
out somewhere near the top of the mountain of useful 
achievement, but, in addition to believing in my plans, 
they actually went out of their way to encourage me 
not to be whipped by either adversity or the 
opposition of relatives. 

Of this small group of faithful ones who gave me 
encouragement at a time when it was badly needed, 
perhaps one man should have the fullest credit, and 
this man is Edwin C. Barnes, a business associate of 
Thomas A. Edison. 

Mr. Barnes became interested in my chosen work 
nearly twenty years ago, and I owe it to him to state 
here that had it not been for his unwavering faith in 
the soundness of the Law of Success philosophy I 
would have yielded to the persuasion of my friends 
and sought the way of least resistance via the salary 

This would have saved me much grief and an 
almost endless amount of criticism, but it would have 
wrecked the hopes of a life-time, and in the end I 
would in all probability have lost, also, the finest and 
most desirable of all things, HAPPINESS! for I have 
been extremely happy in my work, even during the 
periods when the remuneration it brought me could be 
measured by nothing but a mountain of debts which I 
could not for the moment pay. 


Perhaps this may explain, to some extent, why the 
subject of slavery through debt was so extensively 
emphasized in Lesson Four, on the Habit of Saving. 

We want that lesson to "sink in." 

Edwin Barnes not only believed in the soundness 
of the Law of Success philosophy, but his own 
financial success had demonstrated, as had also his 
close business relationship with the greatest inventor 
on earth, that he had the right to speak with authority 
on the subject of the laws through which success may 
be achieved. 

I began my work of research with the belief that 
success could be attained, by anyone with reasonable 
intelligence and a real desire to succeed, by following 
certain (then by me unknown) rules of procedure. I 
wanted to know what these rules were and how they 
could be applied. 

Mr. Barnes believed as I did. Moreover, he was in 
a position to know that the astounding achievements 
of his business associate, Mr. Edison, came about 
entirely through the application of some of the 
principles which later were tested and included as a 
part of this philosophy. From his way of thinking it 
seemed that the accumulation of money, enjoying 
peace of mind and finding happiness could be brought 
about by the application of never-varying laws which 
anyone might master and apply. 

That was my belief, also. That belief has now 
been transformed into not merely a provable, but a 
PROVED reality, as I hope every student of this 
course will have reason to understand when the course 
shall have been mastered. 

Please keep in mind that during all these years of 


research I was not only applying the law covered by 
this lesson, by DOING MORE THAN PAID FOR, but, 
I was going much further than this by doing work for 
which I did not, at the time I was doing it, hope ever 
to receive pay. 

Thus, out of years of chaos, adversity and 
opposition this philosophy was finally completed and 
reduced to manuscripts, ready for publication. 

For a time nothing happened! 

I was resting on my oars, so to speak, before 
taking the next step toward placing the philosophy in 
the hands of people who I had reason to believe would 
welcome it. 

"God moves in a mysterious way, His wonders to 
perform! " 

During the earlier years of my experience I 
thought these words to be empty and meaningless, but 
I have since modified my belief considerably. 

I was invited to deliver an address in Canton, 
Ohio. My coming had been well advertised and there 
was reason to expect that I would have a large 
audience. To the contrary, conflicting meetings being 
held by two large groups of business men reduced my 
audience to the lucky number of "thirteen." 

It has always been my belief that a man should do 
his best, regardless of how much he receives for his 
services, or the number of people he may be serving 
or the class of people served. I went at my subject as 
though the hall were filled. Somehow there arose in 
me a sort of feeling of resentment on account of the 
way the "wheel of fate" had turned against me, and if 
I ever made a convincing speech I made it that night. 


Down deep in my heart, however, I thought I had 

I did not know until the next day that I was 
making history the night before that was destined to 
give the Law of Success philosophy its first real 

One of the men who sat in my audience, as one of 
the "thirteen," was the late Don R. Mellett, who was 
then the publisher of the Canton Daily News, brief 
reference to whom I made in the Introductory Lesson 
of this course. 

After I had finished speaking I slipped out at the 
back door and returned to my hotel, not wanting to 
face any of my "thirteen" victims on the way out. 

The next day I was invited to Mr. Mellett's office. 

Inasmuch as it was he who had taken the 
initiative by inviting me in to see him I left it to him 
to do most of the talking. He began in something like 
this fashion: 

"Would you mind telling me your entire life- 
story, from the days of your early childhood on up to 
the present?" 

I told him I would do so if he could stand the 
burden of listening to so long a narrative. He said he 
could, but before I began he cautioned me not to omit 
the unfavorable side. 

"What I wish you to do," said he, "is to mix the 
fat with the lean and let me take a look at your very 
soul, not from its most favorable side, but from all 

For three hours I talked while Mellett listened! 

I omitted nothing. I told him of my struggles, of 
my mistakes, of my impulses to be dishonest when the 
tides of fortune swept against me too swiftly, and of 


AMONG the other 

things you intend to 
"cut out" in your New 

Year's resolution, 

include the word 



my better judgment which prevailed in the end, but 
only after my conscience and I had engaged in 
prolonged combat. I told him how I conceived the idea 
of organizing the Law of Success philosophy, how I 
had gone about gathering the data that had gone into 
the philosophy, of the tests I had made which resulted 
in the elimination of some of the data and the 
retention of other parts of it. 

After I had finished Mellett said: "I wish to ask 
you a very personal question, and I hope you will 
answer it as frankly as you have told the remainder of 
your story. Have you accumulated any money from 
your efforts, and, if not, do you know why you have 

"No!" I replied. "I have accumulated nothing but 
experience and knowledge and a few debts, and the 
reason, while it may not be sound, is easily explained. 
The truth is that I have been so busy all these years in 
trying to eliminate some of my own ignorance so I 
could intelligently gather and organize the data that 
have gone into the Law of Success philosophy, that I 
have had neither the opportunity nor the inclination to 
turn my efforts to making money." 

The serious look on Don Mellett's face, much to 
my surprise, softened into a smile as he laid his hand 
on my shoulder and said: 

"I knew the answer before you stated it, but I 
wondered if you knew it. You probably know that you 
are not the only man who has had to sacrifice 
immediate monetary remuneration for the sake of 
gathering knowledge, for in truth your experience has 
been that of every philosopher from the time of 
Socrates down to the present." 


Those words fell as the sound of music upon my 

I had made one of the most embarrassing 
admissions of my life; I had laid my soul bare, 
admitting temporary defeat at almost every cross-road 
which I had passed in my struggles, and I had capped 
all this off by admitting that an exponent of the Law 
of Success was, himself, a temporary failure! 

How incongruous it seemed! I felt stupid, 
humiliated and embarrassed as I sat in front of the 
most searching pair of eyes and the most inquisitive 
man I had ever met. 

The absurdity of it all came over me like a flash - 

This thought struck me so forcibly that I 
expressed it in words. 

"What?" Mellett exclaimed, "a failure? 

"Surely you know the difference between failure 
and temporary defeat," he continued. "No man is a 
failure who creates a single idea, much less an entire 
philosophy, that serves to soften the disappointments 
and minimize the hardships of generations yet 

I wondered what was the object of this interview. 
My first conjecture was that Mellett wanted some 
facts on which to base an attack, in his newspaper, on 
the Law of Success philosophy. Perhaps this thought 
grew out of some of my previous experiences with 
newspaper men, a few of whom had been antagonistic 
toward me. At any rate, I decided at the outset of the 
interview to give him the facts, without embellishment 


come from it what would. 

Before I left Mellett's office we had become 
business partners, with the understanding that he 
would resign as publisher of the Canton Daily News 
and take over the management of all my affairs, as 
soon as this could be arranged. 

Meanwhile, I began writing a series of Sunday 
feature-page editorials which were published in the 
Canton Daily News, based upon the Law of Success 

One of these editorials (the one entitled 
"Failure," which appears in the back of one of the 
lessons of this course) came to the attention of judge 
Elbert H. Gary, who was at that time the Chairman of 
the Board of the United States Steel Corporation. This 
resulted in the opening of communication between 
Mellett and Judge Gary, which, in turn, led to judge 
Gary's offer to purchase the Law of Success course for 
the use of the employees of the Steel Corporation, in 
the manner described in the Introductory Lesson. 

The tides of fortune had begun to turn in my 

The seeds of service which I had been sowing 
over a long period of toilsome years, by DOING 
MORE THAN PAID FOR, were beginning to 
germinate at last! 

Despite the fact that my partner was assassinated 
before our plans had much more than started, and 
Judge Gary died before the Law of Success philosophy 
could be re-written so it conformed to his 
requirements, the "love's labor lost" on that fateful 
night, when I spoke to an audience of thirteen in 
Canton, Ohio, started a chain of events which now 
move rapidly without thought or effort on my part. 


It is no abuse of confidences to enumerate here a 
few of the events which show that no labor of love is 
ever performed at a total loss, and that those who 
render more service and better service than that for 
which they are paid sooner or later receive pay for 
much more than they actually do. 

As this lesson is ready to go to the publisher 
some of the following well known concerns are 
considering favorably the purchase of the Law of 
Success course for all their employees, while others 
have actually arranged for the purchase of the course: 

Mr. Daniel Willard, President of the Baltimore & 
Ohio Railroad Co. 

Indian Refining Company 

Standard Oil Company 

New York Life Insurance Company 

The Postal Telegraph Commercial-Cable Company 

The Pierce-Arrow Motor Car Company 

The Cadillac Motor Car Company 

And some fifty other concerns of a similar size. 

In addition to this, a newly organized club for 
boys, similar in nature to the Y. M. C. A., has 
contracted for the use of the Law of Success course as 
the basis of its educational program, and estimates 
that it will distribute more than 100,000 courses of the 
philosophy within the next two years. 

Quite aside from these sources of distribution, the 
Ralston University Press, of Meriden, Conn., has 
contracted to publish and distribute the course to 
individuals throughout the United States, and perhaps 
in some foreign countries. How many courses they 
will distribute cannot be accurately estimated, but 
when one stops to consider the fact that they have a 


mailing list of approximately 800,000 people who 
have faith in anything they offer for sale, it seems 
very reasonable to suppose that their distribution will 
place tens of thousands of courses in the hands of men 
and women who are earnestly searching for the 
knowledge conveyed by the Law of Success 

Perhaps it is unnecessary, but I wish to explain 
that my only object in here relating the story of how 
the Law of Success philosophy has gained the 
recognition described is to show how the law upon 
which this lesson is based actually works out in the 
practical affairs of life. 

If I could have made this analysis without the use 
of the personal pronoun I would have done so. 

With this background of history concerning the 
Law of Success philosophy as a whole, and this lesson 
in particular, you are better prepared to accept as 
sound the law on which this lesson is based. 

There are more than a score of sound reasons why 
you should develop the habit of performing more 
service and better service than that for which you are 
paid, despite the fact that a large majority of the 
people are not rendering such service. 

There are two reasons, however, for rendering 
such service, which transcend, in importance, all the 
others; namely, 

First: By establishing a reputation as being a 
person who always renders more service and better 
service than that for which you are paid, you will 
benefit by comparison with those around you who do 
not render such service, and the contrast will be so 


IF ye have faith as a 
grain of mustard seed, 
ye shall say unto this 

mountain, Remove 

hence to yonder place; 

and it shall remove; 

and nothing shall be 
impossible unto you." 


noticeable that there will be keen competition for your 
services, no matter what your life-work may be. 

It would be an insult to your intelligence to offer 
proof of the soundness of this statement, because it is 
obviously sound. Whether you are preaching sermons, 
practicing law, writing books, teaching school, or 
digging ditches, you will become more valuable and 
you will be able to command greater pay the minute 
you gain recognition as a person who does more than 
that for which he is paid. 

Second: By far the most important reason why 
you should render more service than that for which 
you are paid; a reason that is basic and fundamental in 
nature; may be described in this way: Suppose that 
you wished to develop a strong right arm, and suppose 
that you tried to do so by tying the arm to your side 
with a rope, thus taking it out of use and giving it a 
long rest. Would disuse bring strength, or would it 
bring atrophy and weakness, resulting, finally, in your 
being compelled to have the arm removed? 

You know that if you wished a strong right arm 
you could develop such an arm only by giving it the 
hardest sort of use. Take a look at the arm of a 
blacksmith if you wish to know how an arm may be 
made strong. Out of resistance comes strength. The 
strongest oak tree of the forest is not the one that is 
protected from the storm and hidden from the sun, but 
it is the one that stands in the open, where it is 
compelled to struggle for its existence against the 
winds and rains and the scorching sun. 

It is through the operation of one of Nature's 
unvarying laws that struggle and resistance develop 
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 
service and better service than that for which you are 
paid, you not only exercise your service-rendering 
qualities, and thereby develop skill and ability of an 
extraordinary sort, but you build reputation that is 
valuable. If you form the habit of rendering such 
service you will become so adept in your work that 
you can command greater remuneration than those who 
do not perform such service. You will eventually 
develop sufficient strength to enable you to remove 
yourself from any undesirable station in life, and no 
one can or will desire to stop you. 

If you are an employee you can make yourself so 
valuable, through this habit of performing more 
service than that for which you are paid, that you can 
practically set your own wages and no sensible 
employer will try to stop you. If your employer should 
be so unfortunate as to try to withhold from you the 
compensation to which you are entitled, this will not 
long remain as a handicap because other employers 
will discover this unusual quality and offer you 

The very fact that most people are rendering as 
little service as they can possibly get by with serves 
as an advantage to all who are rendering more service 
than that for which they are paid, because it enables 
all who do this to profit by comparison. You can "get 
by" if you render as little service as possible, but that 
is all you will get; and when work is slack and 
retrenchment sets in, you will be one of the first to be 

For more than twenty-five years I have carefully 


studied men with the object of ascertaining why some 
achieve noteworthy success while others with just as 
much ability do not get ahead; and it seems significant 
that every person whom I have observed applying this 
principle of rendering more service than that for 
which he was paid, was holding a better position and 
receiving more pay than those who merely performed 
sufficient service to "get by" with. 

Personally I never received a promotion in my 
life that I could not trace directly to recognition that I 
had gained by rendering more service and better 
service than that for which I was paid. 

I am stressing the importance of making this 
principle a habit as a means of enabling an employee 
to promote himself to a higher position, with greater 
pay, for the reason that this course will be studied by 
thousands of young men and young women who work 
for others. However, the principle applies to the 
employer or to the professional man or woman just the 
same as to the employee. 

Observance of this principle brings a two-fold 
reward. First, it brings the reward of greater material 
gain than that enjoyed by those who do not observe it; 
and, second, it brings that reward of happiness and 
satisfaction which come only to those who render such 
service. If you receive no pay except that which comes 
in your pay envelope, you are underpaid, no matter 
how much money that envelope contains. 

My wife has just returned from the Public Library 
with a book for me to read. The book is entitled 


"Observation; Every Man His Own University," by 
Russell H. Conwell. 

By chance I opened this book at the beginning of 
the chapter entitled Every Man's University, and, as I 
read it through, my first impulse was to recommend 
that you go to the Public Library and read the entire 
book; but, upon second thought, I will not do this; 
instead, I will recommend that you purchase the book 
and read it, not once but a hundred times, because it 
covers the subject of this lesson as though it had been 
written for that purpose; covers it in a far more 
impressive manner than I could do it. 

The following quotation from the chapter entitled 
Every Man's University will give you an idea of the 
golden nugget of truth to be found throughout the 

"The intellect can be made to look far beyond the 
range of what men and women ordinarily see, but not 
all the colleges in the world can alone confer this 
power - this is the reward of self-culture; each must 
acquire it for himself; and perhaps this is why the 
power of observing deeply and widely is so much 
oftener found in those men and those women who have 
never crossed the threshold of any college but the 
University of Hard Knocks. " 

Read that book as a part of this lesson, because it 
will prepare you to profit by the philosophy and 
psychology upon which the lesson is built. 

We will now analyze the law upon which this 
entire lesson is founded, namely - 



Let us begin our analysis by showing how Nature 
employs this law in behalf of the tillers of the soil. 
The farmer carefully prepares the ground, then sows 
his wheat and waits while the Law of Increasing 
Returns brings back the seed he has sown, plus a 
many-fold increase. 

But for this Law of Increasing Returns, man 
would perish, because he could not make the soil 
produce sufficient food for his existence. There would 
be no advantage to be gained by sowing a field of 
wheat if the harvest yield did not return more than 
was sown. 

With this vital "tip" from Nature, which we may 
gather from the wheat fields, let us proceed to 
appropriate this Law of Increasing Returns and learn 
how to apply it to the service we render, to the end 
that it may yield returns in excess of and out of 
proportion to the effort put forth. 

First of all, let us emphasize the fact that there is 
no trickery or chicanery connected with this Law, 
although quite a few seem not to have learned this 
great truth, judging by the number who spend all of 
their efforts either trying to get something for 
nothing, or something for less than its true value. 

It is to no such end that we recommend the use of 
the Law of Increasing Returns, for no such end is 
possible, within the broad meaning of the word 

Another remarkable and noteworthy feature of the 
Law of Increasing Returns is the fact that it may be 
used by those who purchase service with as great 
returns as it can be by those who render service, for 
Proof of which we have but to study the effects of 


matters very much. The 

defeat that seems to break 

your heart today will be 
but a ripple among the 

waves of other ex- 

periences in the ocean of 
your life further ahead. 


Henry Ford's famous Five-Dollar-a-day minimum 
wage scale which he inaugurated some years ago. 

Those who are familiar with the facts say that Mr. 
Ford was not playing the part of a philanthropist when 
he inaugurated this minimum wage scale; but, to the 
contrary, he was merely taking advantage of a sound 
business principle which has probably yielded him 
greater returns, in both dollars and good-will, than 
any other single policy ever inaugurated at the Ford 

By paying more wages than the average, he 
received more service and better service than the 

At a single stroke, through the inauguration of 
that minimum wage policy, Ford attracted the best 
labor on the market and placed a premium upon the 
privilege of working in his plant. 

I have no authentic figures at hand bearing on the 
subject, but I have sound reason to conjecture that for 
every five dollars Ford spent, under this policy, he 
received at least seven dollars and fifty cents' worth 
of service. I have, also, sound reason to believe that 
this policy enabled Ford to reduce the cost of 
supervision, because employment in his plant became 
so desirable that no worker would care to run the risk 
of losing his position by "soldiering" on the job or 
rendering poor service. 

Where other employers were forced to depend 
upon costly supervision in order to get the service to 
which they were entitled, and for which they were 
paying, Ford got the same or better service by the less 
expensive method of placing a premium upon 
employment in his plant. 

Marshall Field was probably the leading merchant 


of his time, and the great Field store, in Chicago, 
stands today as a monument to his ability to apply the 
Law of Increasing Returns. 

A customer purchased an expensive lace waist at 
the Field store, but did not wear it. Two years later 
she gave it to her niece as a wedding present. The 
niece quietly returned the waist to the Field store and 
exchanged it for other merchandise, despite the fact 
that it had been out for more than two years and was 
then out of style. 

Not only did the Field store take back the waist, 
but, what is of more importance it did so without 

Of course there was no obligation, moral or legal, 
on the part of the store to accept the return of the 
waist at that late date, which makes the transaction all 
the more significant. 

The waist was originally priced at fifty dollars, 
and of course it had to be thrown on the bargain 
counter and sold for whatever it would bring, but the 
keen student of human nature will understand that the 
Field store not only did not lose anything on the 
waist, but it actually profited by the transaction to an 
extent that cannot be measured in mere dollars. 

The woman who returned the waist knew that she 
was not entitled to a rebate; therefore, when the store 
gave 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 
began; for this woman spread the news of the "fair 
treatment" she had received at the Field store, far and 
near. It was the talk of the women of her set for many 
days, and the Field store received more advertising 


from the transaction than it could have purchased in 
any other way with ten times the value of the waist. 

The success of the Field store was built largely 
upon Marshall Field's understanding of the Law of 
Increasing Returns, which prompted him to adopt, as a 
part of his business policy, the slogan, "The customer 
is always right." 

When you do only that for which you are paid, 
there is nothing out of the ordinary to attract 
favorable comment about the transaction; but, when 
you willingly do more than that for which you are 
paid, your action attracts the favorable attention of all 
who are affected by the transaction, and goes another 
step toward establishing a reputation that will 
eventually set the Law of Increasing Returns to work 
in your behalf, for this reputation will create a 
demand for your services, far and wide. 

Carol Downes went to work for W. C. Durant, the 
automobile manufacturer, in a minor position. He is 
now Mr. Durant's right-hand man, and the president of 
one of his automobile distributing companies. He 
promoted himself into this profitable position solely 
through the aid of the Law of Increasing Returns, 
which he put into operation by rendering more service 
and better service than that for which he was paid. 

In a recent visit with Mr. Downes I asked him to 
tell me how he managed to gain promotion so rapidly. 
In a few brief sentences he told the whole story. 

"When I first went to work with Mr. Durant," said 
he, "I noticed that he always remained at the office 
long after all the others had gone home for the day, 
and I made it my business to stay there, also. No one 


TO love praise, but not 
worship it, and fear 

condemnation, but not 

go down under it, is 

evidence of a well 

balanced personality. 


asked me to stay, but I thought someone should be 
there to give Mr. Durant any assistance he might need. 
Often he would look around for someone to bring him 
a letter file, or render some other trivial service, and 
always he found me there ready to serve him. He got 
into the habit of calling on me; that is about all there 
is to the story." 

"He got into the habit of calling on me!" 

Read that sentence again, for it is full of meaning 
of the richest sort. 

Why did Mr. Durant get into the habit of calling 
on Mr. Downes? Because Mr. Downes made it his 
business to be on hand where he would be seen. He 
deliberately placed himself in Mr. Durant's way in 
order that he might render service that would place the 
Law of Increasing Returns back of him. 

Was he told to do this? No! 

Was he paid to do it? Yes! He was paid by the 
opportunity it offered for him to bring 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, because this is an appropriate place at 
which to suggest that you have the same opportunity 
to make use of the Law of Increasing Returns that Mr. 
Downes had, and you can go about the application of 
the Law in exactly the same way that he did, by being 
on hand and ready to volunteer your services in the 
performance of work which others may shirk because 
they are not paid to do it. 

Stop! Don't say it-don't even think it if you have 
the slightest intention of springing that old timeworn 
phrase entitled, "But my employer is different. " 


Of course he is different. All men are different in 
most respects, but they are very much alike in this - 
they are somewhat selfish; in fact they are selfish 
enough not to want a man such as Carol Downes to 
cast his lot with their competitor, and this very 
selfishness may be made to serve you as an asset and 
not as a liability if - 

You have the good judgment to make yourself so 
useful that the person to whom you sell your services 
cannot get along without you. 

One of the most advantageous promotions I ever 
received came about through an incident which 
seemed so insignificant that it appeared to be 
unimportant. One Saturday afternoon, a lawyer, whose 
office was on the same floor as that of my employer, 
came in and asked if I knew where he could get a 
stenographer to do some work which he was compelled 
to finish that day. 

I told him that all of our stenographers had gone 
to the ball game, and that I would have been gone had 
he called five minutes later, but that I would be very 
glad to stay and do his work as I could go to a ball 
game any day and his work had to be done then. 

I did the work for him, and when he asked how 
much he owed me I replied, "Oh, about a thousand 
dollars, as long as it is you; if it were for anyone else, 
I wouldn't charge anything." He smiled, and thanked 

Little did I think, when I made that remark, that 
he would ever pay me a thousand dollars for that 
afternoon's work, but he did) Six months later, after I 
had entirely forgotten the incident, he called on me 
again, and asked how much salary I was receiving. 


When I told him he informed me that he was ready to 
pay me that thousand dollars which I had laughingly 
said I would charge him for the work I had performed 
for him and he did pay it by giving me a position at a 
thousand dollars a year increase in salary. 

Unconsciously, I had put the Law of Increasing 
Returns to work in my behalf that afternoon, by giving 
up the ball game and rendering a service which was 
obviously rendered out of a desire to be helpful and 
not for the sake of a monetary consideration. 

It was not my duty to give up my Saturday 
afternoon, but - 

It was my privilege! 

Furthermore, it was a profitable privilege, 
because it yielded me a thousand dollars in cash and a 
much more responsible position than the one I had 
formerly occupied. 

It was Carol Downes' duty to be on hand until the 
usual quitting time, but it was his privilege to remain 
at his post after the other workers had gone, and that 
privilege properly exercised brought him greater 
responsibilities and a salary that yields him more in a 
year than he would have made in a life-time in the 
position he occupied before he exercised the privilege. 

I have been thinking for more than twenty-five 
years of this privilege of performing more service and 
better service than that for which we are paid, and my 
thoughts have led me to the conclusion that a single 
hour devoted each day to rendering service for which 
we are not paid, can be made to yield bigger returns 
than we received from the entire remainder of the day 


THE educated man is the 

man who has learned how 

to get everything he 
needs without violating 
the rights of his fellow 

men. Education comes 

from within; you get it by 
struggle and effort and 


the day during which we are merely performing our 

(We are still in the neighborhood of the most 
important part of this lesson, therefore, think and 
assimilate as you pass over these pages.) 

The Law of Increasing Returns is no invention of 
mine, nor do I lay claim to the discovery of the 
principle of rendering more service and better service 
than paid for, as a means of utilizing this Law. I 
merely appropriated them, after many years of careful 
observation of those forces which enter into the 
attainment of success, just as you will appropriate 
them after you understand their significance. 

You might begin this appropriation process now 
by trying an experiment which may easily open your 
eyes and place back of your efforts powers that you 
did not know you possessed. 

Let me caution you, however, not to attempt this 
experiment in the same spirit in which a certain 
woman experimented with that Biblical passage which 
says something to the effect that if you have faith the 
size of a grain of mustard, and say to yonder mountain 
be removed to some other place, it will be removed. 
This woman lived near a high mountain that she could 
see from her front door; therefore, as she retired that 
night she commanded the mountain to remove itself to 
some other place. 

Next morning she jumped out of bed, rushed to 
the door and looked out, but lo! the mountain was still 
there. Then she said: 

"Just as I had expected! I knew it would be 
there. " 

I am going to ask you to approach this experiment 


with full faith that it will mark one of the most 
important turning-points of your entire life. I am 
going to ask you to make the object of this experiment 
the removal of a mountain that is standing where your 
temple of success should stand, but where it never can 
stand until you have removed the mountain. 

You may never have noticed the mountain to 
which I refer, but it is standing there in your way just 
the same, unless you have already discovered and 
removed it. 

"And what is this mountain?" you ask! 

It is the feeling that you have been cheated unless 
you receive material pay for all the service you 

That feeling may be unconsciously expressing 
itself and destroying the very foundation of your 
temple of success in scores of ways that you have not 

In the very lowly bred type of humanity, this 
feeling usually seeks outward expression in terms 
something like this: 

"I am not paid to do this and I'll be blankety- 
blankety -blank if I'll do it!" 

You know the type to which reference is made; 
you have met with it many times, but you have never 
found a single person of this type who was successful, 
and you never will. 

Success must be attracted through understanding 
and application of laws which are as immutable as is 
the law of gravitation. It cannot be driven into the 
corner and captured as one would capture a wild steer. 
For this reason you are requested to enter into the 
following experiment with the object of familiarizing 
yourself with one of the most important of these laws; 
namely, the Law of Increasing Returns. 


The experiment: 

During the next six months make it your business 
to render useful service to at least one person every 
day, for which you neither expect nor accept monetary 

Go at this experiment with faith that it will 
uncover for your use one of the most powerful laws 
that enter into the achievement of enduring success, 
and you will not be disappointed. 

The rendering of this service may take on any one 
of more than a score of forms. For example, it may be 
rendered personally to one or more specific persons; 
or it may be rendered to your employer, in the nature 
of work that you perform after hours. 

Again, it may be rendered to entire strangers 
whom you never expect to see again. It matters not to 
whom you render this service so long as you render it 
with willingness, and solely for the purpose of 
benefiting others. 

If you carry out this experiment in the proper 
attitude of mind, you will discover that which all 
others who have become familiar with the law upon 
which it is based have discovered; namely, that - 

You can no more render service without receiving 
compensation than you can withhold the rendering of 
it without suffering the loss of reward. 

"Cause and effect, means and ends, seed and 
fruit, cannot be severed," says Emerson; "for the 
effect already blooms in the cause, the end pre-exists 
in the means, the fruit in the seed." 

"If you serve an ungrateful master, serve him the 
more. Put God in your debt. Every stroke shall be 


THE person who sows a 
single beautiful thought 

in the mind of another, 

renders the world a 

greater service than that 
rendered by all the 

faultfinders combined. 


repaid. The longer the payment is withholden, the 
better for you; for compound interest on compound 
interest is the rate and usage of this exchequer." 

"The law of Nature is, Do the thing and you shall 
have the power; but they who do not the thing have 
not the power." 

"Men suffer all their life long, under the foolish 
superstition that they can be cheated. But it is as 
impossible for a man to be cheated by anyone 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 fulfillment of every contract, so that 
honest service cannot come to loss." 

Before you begin the experiment that you have 
been requested to undertake, read Emerson's essay on 
Compensation, for it will go a very long way toward 
helping you to understand why you are making the 

Perhaps you have read Compensation before. 
Read it again! One of the strange phenomena that you 
will observe about this essay may be found in the fact 
that every time you read it you will discover new 
truths that you did not notice during previous 

A few years ago I was invited to deliver the 
graduation address before the students of an eastern 
college. During my address I dwelt at length, and with 
all the emphasis at my command, on the importance of 
rendering more service and better service than that for 
which one is paid. 


After the address was delivered, the president and 
the secretary of the college invited me to luncheon. 
While we were eating, the secretary turned to the 
president and said: 

"I have just found out what this man is doing. He 
is putting himself ahead in the world by first helping 
others to get ahead. " 

In that brief statement he had epitomized the most 
important part of my philosophy on the subject of 

It is literally true that you can succeed best and 
quickest by helping others to succeed. 

Some ten years ago, when I was engaged in the 
advertising business, I built my entire clientele by the 
application of the fundamentals upon which this 
lesson is founded. By having my name placed on the 
follow-up lists of various mail order houses I received 
their sales literature. When I received a sales letter or 
a booklet or a folder which I believed I could improve 
I went right to work on it and made the improvement, 
then sent it back to the firm that had sent it to me, 
with a letter stating that this was but a trifling sample 
of what I could do - that there were plenty of other 
good ideas where that one came from - and, that I 
would be glad to render regular service for a monthly 

Invariably this brought an order for my services. 

On one occasion I remember that the firm was 
dishonest enough to appropriate my idea and use it 
without paying me for it, but this turned out to be an 
advantage to me, in this way: A member of the firm 
who was familiar with the transaction started another 
business and as a result of the work I had done for his 


former associates, for which I was not paid, he 
engaged me to serve him, on a basis that paid me more 
than double the amount I would have realized from his 
original firm. 

Thus the Law of Compensation gave back to me, 
and with compound interest added, that which I had 
lost by rendering service to those who were dishonest. 

If I were looking for a profitable field of 
employment today, I could find it by again putting 
into action this plan of re-writing sales literature as a 
means of creating a market for my services. Perhaps I 
would find others who would appropriate my ideas 
without paying for them, but by and large people 
would not do this for the simple reason that it would 
be more profitable to them to deal fairly with me and 
thereby avail themselves of my continued services. 

Several years ago I was invited to deliver a 
lecture before the students of the Palmer School, at 
Davenport, Iowa. My manager completed 
arrangements for me to accept the invitation under the 
regular terms in effect at that time, which were 
$100.00 for the lecture and my traveling expenses. 

When I arrived at Davenport, I found a reception 
committee awaiting me at the depot and that evening I 
was given one of the warmest welcomes I had ever 
received during my public career, up to that time. I 
met many delightful people from whom I gathered 
many valuable facts that were of benefit to me; 
therefore, when I was asked to make out my expense 
account so the school could give me a check, I told 
them that I had received my pay, many times over, by 
that which I had learned while I was there. I refused 


my fee and returned to my office, in Chicago, feeling 
well repaid for the trip. 

The following morning Dr. Palmer went before 
the two thousand students of his school and announced 
what I had said about feeling repaid by what I had 
learned, and added: 

"In the twenty years that I have been conducting 
this school I have had scores of speakers address the 
student body, but this is the first time I ever knew a 
man to refuse his fee because he felt that he had been 
repaid for his services in other ways. This man is the 
editor of a national magazine and I advise every one 
of you to subscribe for that magazine, because such a 
man as this must have much that each of you will need 
when you go into the field and offer your services." 

By the middle of that week I had received more 
than $6,000.00 for subscriptions to the magazine of 
which I was editor, and during the following two years 
these same two thousand students and their friends 
sent in more than $50,000.00 for subscriptions. 

Tell me, if you can, how or where I could have 
invested $100.00 as profitably as this, by refusing to 
accept my $100.00 fee and thereby setting the Law of 
Increasing Returns to work in my behalf? 

We go through two important periods in this life; 
one is that period during which we are gathering, 
classifying and organizing knowledge, and the other is 
that period during which we are struggling for 
recognition. We must first learn something, which 
requires more effort than most of us are willing to put 
into the job; but, after we have learned much that can 
be of useful service to others, we are still confronted 


with the problem of convincing them that we can serve 

One of the most important reasons why we should 
always be not only ready but willing to render service, 
is the fact that every time we do so, we gain thereby 
another opportunity to prove to someone that we have 
ability; we go just one more step toward gaining the 
necessary recognition that we must all have. 

Instead of saying to the world, "Show me the 
color of your money and I will show you what I can 
do," reverse the rule and say, "Let me show you the 
color of my service so that I may take a look at the 
color of your money if you like my service." 

In 1917 a certain woman who was then nearing 
the fifty-year milepost of life, was working as a 
stenographer, at fifteen dollars a week. Judging by the 
salary she must have been none too competent in that 

Now note this change: 

Last year, this same woman cleared a little over 
$100,000.00 on the lecture platform. 

What bridged that mighty chasm between these 
two earning capacities? you ask, and I answer: 

The habit of performing more service and better 
service than that for which she was paid, thereby 
taking advantage of the Law of Increasing Returns. 

This woman is well known throughout the 
country, as she is now a prominent lecturer on the 
subject of Applied Psychology. 

Let me show you how she harnessed the Law of 
Increasing Returns. First, she goes into a city and 
delivers a series of fifteen free lectures. All may 
attend who will, without money and without price. 


NO man can rise to 

fame and fortune 

without carrying 

others along with him. 
It simply cannot be 



During the delivery of these fifteen lectures she has 
the opportunity of "selling herself" to her audience, 
and at the end of the series she announces the 
formation of a class for which she charges twenty-five 
dollars per student. 

That's all there is to her plan! 

Where she is commanding a small fortune for a 
year's work there are scores of much more proficient 
lecturers who are barely getting enough from their 
work to pay their expenses, simply because they have 
not yet familiarized themselves with the fundamentals 
upon which this lesson is based, as she has done. 

Now, I would like to have you stop right here and 
answer this question: 

If a fifty-year-old woman, who has no 
extraordinary qualifications, can harness the Law of 
Increasing Returns and make it raise her from the 
position as stenographer at fifteen dollars a week to 
that of lecturer at over $100,000.00 a year - why 
cannot you apply this same law so that it will give you 
advantages that you do not now possess? 

Never mind what is to come in the remainder of 
this lesson until you have answered this question and - 

You are struggling, either meekly or earnestly, to 
make a place for yourself in the world. Perhaps you 
are exerting enough effort to bring you success of the 
highest order, if that effort were coupled with and 
supported by the Law of Increasing Returns. 

For this reason, you owe it to yourself to find out 
just how you can apply this law to best advantage. 

Now go back to that question, again; for I am 
determined that you shall not pass it by lightly, 


without giving yourself the benefit of at least trying 
to answer it. 

In other words, there is no mistaking the fact that 
you are being brought face to face with a question that 
vitally affects your future, and, if you evade it, the 
fault will be with you. 

You may lay this lesson aside after you have read 
it, and it is your privilege to do so, without making 
any attempt to profit by it; but, if you do so, you will 
never again be able to look at yourself in a mirror 
without being haunted by the feeling that - 


Perhaps this is telling the truth in an 
undiplomatic way; but, when you purchased this 
course on the Law of Success, you did so because you 
wanted facts, and you are getting them, without the 
embellishment of apology. 

After you have finished this lesson, if you will go 
back and review the lessons on Initiative and 
Leadership and Enthusiasm, you will better 
understand those lessons. 

Those lessons and this one clearly establish the 
necessity of taking the initiative, following it with 
aggressive action and doing more than you are paid to 
do. If you will burn the fundamentals of these three 
lessons into your consciousness you will be a changed 
person, and I make this statement regardless of who 
you are or what your calling may be. 

If this plain language has made you angry, I am 
glad; for it indicates that you can be moved! Now, if 
you would profit by the counsel of one who has made 
many more mistakes than you ever made, and for that 


reason learned a few of the fundamental truths of life, 
harness this anger and focus it on yourself until it 
drives you forth to render the service of which you are 

If you will do this you can collect a king's ransom 
as your reward. 

Now let us turn our attention to still another 
important feature of this habit of performing more 
service and better service than that for which we are 
paid; namely, the fact that we can develop this habit 
without asking for permission to do so. 

Such service may be rendered through your own 
initiative, without the consent of any person. You do 
not have to consult those to whom you render the 
service, for it is a privilege over which you have 
entire control. 

There are many things you could do that would 
tend to promote your interests, but most of them 
require the co-operation or the consent of others. If 
you render less service than that for which you are 
paid you must do so by leave of the purchaser of the 
service, or the market for your service will soon 

I want you to get the full significance of this 
right of prerogative, which you have, to render more 
service and better service than that for which you are 
paid, for this places squarely upon your shoulders the 
responsibility of rendering such service, and if you 
fail to do so, you haven't a plausible excuse to offer or 
an "alibi upon which to fall back, if you fail in the 
achievement of your definite chief aim in life. 

One of the most essential yet the hardest truths 


that I have had to learn, is that every person should be 
his own hardest task-master. 

We are all fine builders of "alibis" and creators of 
"excuses" in support of our short-comings. 

We are not seeking facts and truths as they are, 
but, as we wish them to be. We prefer honeyed words 
of flattery to those of cold, unbiased truth, wherein 
lies the weakest spot of the man-animal. 

Furthermore, we are up in arms against those who 
dare to uncover the truth for our benefit. 

One of the most severe shocks I received in the 
early part of my public career was the knowledge that 
men are still being crucified for the high crime of 
telling the truth. I recall an experience I had some ten 
years ago, with a man who had written a book 
advertising his business school. He submitted this 
book to me and paid me to review it and give him my 
candid opinion of it. I reviewed the book with 
painstaking care, then did my duty by showing him 
wherein I believed the book was weak. 

Here I learned a great lesson, for that man 
became so angry that he has never forgiven me for 
allowing him to look at his book through my eyes. 
When he asked me to tell him frankly what "criticism" 
I had to offer of the book, what he really meant was 
that I should tell him what I saw in the book that I 
could "compliment." 

That's human nature for you! 

We court flattery more than we do the truth. I 
know, because I am human. 

All of which is in preparation for the "unkindest 
cut of all" that I am duty-bound to inflict upon you; 
namely, to suggest that you have not done as well as 


you might have done for the reason that you have not 
applied a sufficient amount of truth set out in Lesson 
Eight, on Self-control, to charge yourself with your 
own mistakes and short-comings. 

To do this takes self-control and plenty of it. 

If you paid some person who had the ability and 
the courage to do it, a hundred dollars to strip you of 
your vanity and conceit and love for flattery, so that 
you might see the weakest part of your make-up, the 
price would be reasonable enough. 

We go through life stumbling and falling and 
struggling to our knees, and struggling and falling 
some more, making asses of ourselves, and going 
down, finally, in defeat, largely because we either 
neglect or flatly refuse to learn the truth about 

Since I have come to discover some of my own 
weaknesses through my work of helping others 
discover theirs, I blush with shame when I take a 
retrospective view of life and think how ridiculous I 
must have seemed in the eyes of those who could see 
me as I wouldn't see myself. 

We parade before the enlarged shadows of our 
own vanity and imagine that those shadows are our 
real selves, while the few knowing souls with whom 
we meet stand in the background and look at us with 
pity or with scorn. 

Hold on a minute 1 I am not through with you yet. 

You have paid me to delve into the depths of your 
real self and give you an introspective inventory of 
what is there, and I am going to do the job right, as 
nearly as I can. 

Not only have you been fooling yourself as to the 
real cause of your failures of the past, but you have 


ALL salesmen will profit 
by remembering that none 
of us want anything that 

someone else wishes to 

get rid of. 


tried to hang these causes on the door of someone 

When things did not go to suit you, instead of 
accepting full responsibility for the cause, you have 
said, "Oh, hang this job! - I don't like the way 'they' 
are treating me, so I'm going to quit!" 

Don't deny it! 

Now let me whisper a little secret in your ear - a 
secret which I have had to gather from grief and 
heartaches and unnecessary punishment of the hardest 
sort - 

Instead of "quitting" the job because there were 
obstacles to master and difficulties to be overcome, 
you should have faced the facts and then you would 
have known that life, itself, is just one long series of 
mastery of difficulties and obstacles. 

The measure of a man may be taken very 
accurately by the extent to which he adapts himself to 
his environment and makes it his business to accept 
responsibility for every adversity with which he 
meets, whether the adversity grows out of a cause 
within his control or not. 

Now, if you feel that I have "panned" you rather 
severely, have pity on me, O Fellow-Wayfarer, for you 
surely must know that I have had to punish myself 
more sorely than I have punished you before I learned 
the truth that I am here passing on to you for your use 
and guidance. 

I have a few enemies - thank God for them! - for 
they have been vulgar and merciless enough to say 
some things about me that forced me to rid myself of 
some of my most serious short-comings; mainly those 
which I did not know I possessed. I have profited by 
the criticism of these enemies without having to pay 


them for their services in dollars, although I have paid 
in other ways. 

However, it was not until some years ago that I 
caught sight of some of my most glaring faults which 
were brought to my attention as I studied Emerson's 
essay on Compensation, particularly the following 
part of it: 

"Our strength grows out of our weakness. 

"Not until we are pricked, and stung, and sorely 
shot at, awakens the indignation which arms itself 
with secret forces. A great man is always willing to be 
little. While he sits on the cushion of advantage 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; learned 
his ignorance; is cured of the insanity of conceit; has 
got moderation and real skill. The wise man always 
throws himself on the side of his assailants. It is more 
his interest than it is theirs to find his weak point. 
Blame is safer than praise. I hate to be defended in a 
newspaper. As long as all that is said is said against 
me, I feel a certain assurance of success. But as soon 
as honeyed words of praise are spoken of me, I feel as 
one that lies unprotected before his enemies." 

Study this, the philosophy of the immortal 
Emerson, for it may serve as a modifying force that 
will temper your metal and prepare you for the battles 
of life, as carbon tempers the steel. 

If you are a very young person, you need to study 
it all the more, for it often requires the stern realities 
of many years of experience 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 be forced to gather them from the less 
sympathetic sources of cold experience. Experience is 
a teacher that knows no favorites. When I permit you 
to profit by the truths I have gathered from the 
teachings of this cold and unsympathetic teacher 
called "experience," I am doing my best to show you 
favoritism, which reminds me, somewhat, of the times 
when my father used to "do his duty" by me, in the 
woodshed, always starting with this bit of encouraging 

"Son, this hurts me worse than it does you." 

Thus we approach the close of this lesson without 
having exhausted the possibilities of the subject; nay, 
without having more than scratched the surface of it. 

There comes to my mind the story of a romance 
of long ago through which I can leave in your mind 
the main import of this lesson. This story had its 
setting in the city of Antioch, in ancient Rome, two 
thousand Years ago, when the great city of Jerusalem 
and all the land of Judea were under the oppressive 
heel of Rome. 

The star figure of the story was a young Jew by 
the name of Ben Hur, who was falsely accused of 
crime and sentenced to hard labor, at the galley's oar. 
Chained to a bench in the galley, and being forced to 
tug wearily at the oars, Ben Hur developed a powerful 
body. Little did his tormentors know 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 races: the day 
that was destined to break the chains that bound Ben 
Hur to the oars of the galley and give him his 

One span of horses was without a driver. In 
desperation the owner sought the aid of the young 
slave because of his mighty arms, and begged him to 
take the place of the missing driver. 

As Ben Hur picked up the reins, a mighty cry 
went up from the onlookers. 

"Look! Look! Those arms! - where did you get 
them?" they howled, and Ben Hur answered: 

"At the galley's oar!" 

The race was on. With those mighty arms Ben Hur 
calmly drove that charging span of horses on to 
victory; victory that won for him his freedom. 

Life, itself, is a great chariot race, and the 
victory goes only to those who have developed the 
strength of character and determination and will- 
power to win. 

What matters it that we develop this strength 
through cruel confinement at the galley's oar, as long 
as we use it so that it brings us, finally, to victory and 

It is an unvarying law that strength grows out of 
resistance. If we pity the poor blacksmith who swings 
a five pound hammer all day long, we must also 
admire the wonderful arm that he develops in doing it. 

"Because of the dual constitution of all things, in 
labor as in life, there can be no cheating," says 
Emerson. "The thief steals from himself. The swindler 
swindles himself. For the real price of labor is 
knowledge and virtue, whereof wealth and credit 


are signs. The signs, like paper money, may be 
counterfeited or stolen, but that which they represent; 
namely, knowledge and virtue, cannot be counterfeited 
or stolen." 

Henry Ford receives fifteen thousand letters a 
week from people who are begging for a part of his 
wealth; yet how few of these poor ignorant souls 
understand that Ford's real wealth is not measured by 
the dollars he has in the bank, nor the factories he 
owns, but by the reputation he has gained through the 
rendering of useful service at a reasonable price. 

And how did he gain that reputation? 

Certainly not by rendering as little service as 
possible and collecting for it all he could filch from 
the purchasers. 

The very warp and woof of Ford's business 
philosophy is this: 

"Give the people the best product at the lowest 
price possible. " 

When other automobile manufacturers raise their 
prices, Ford lowers his. When other employers lower 
wages, Ford increases them. What has happened? This 
policy has placed the Law of Increasing Returns back 
of Ford so effectively that he has become the richest 
and most powerful man in the world. 

Oh, you foolish and short-sighted seekers after 
wealth, who are returning from the daily chase empty- 
handed, - why do you not take a lesson from men like 
Ford? Why do you not reverse your philosophy and 
give in order that you may get? 

I am finishing this lesson on Christmas Eve! 

In the room next to my study our children are 
decorating their Christmas tree, and the rhythm of 


THERE are no lazy men. 
What may appear to be 
a lazy man is only an 
unfortunate person who 

has not found the work 

for which he is best 



their voices falls as music upon my ears. They are 
happy, not alone because they expect to receive, but 
for the deeper reason that they have presents hidden 
away which they expect to give. 

From the window of my study, I can see the 
neighbor's children as they, too, are gleefully engaged 
in preparing for this wonderful event. 

Throughout the civilized world, millions of 
people are preparing to celebrate the birth of this 
Prince of Peace who, more than any other man, set 
forth the reasons why it is more blessed to give than 
to receive, and why enduring happiness comes not 
from possessing material wealth, but from rendering 
service to humanity. 

It seems a queer co-incidence that the completion 
of this particular lesson should have happened on 
Christmas Eve, yet I am glad that it has, for this has 
provided me with sufficient justification for 
reminding you that nowhere in the entire history of 
civilization could I have found stronger support of the 
fundamentals of this lesson than may be found in the 
Sermon on the Mount, in the book of Matthew. 

Christianity is one of the greatest and most 
farreaching influences in the world today, and I hardly 
need apologize for reminding you that the tenets of 
Christ's philosophy are in absolute harmony with the 
fundamentals upon which this lesson, in the main, is 

As I see the happy faces of the children and 
watch the hurrying crowds of belated Christmas 
shoppers, all radiant with the splendor of the spirit of 
giving, I cannot help wishing that every eve was 
Christmas Eve, for then this would be a better world 


in which the struggle for existence would be reduced 
to a minimum, and hatred and strife outlawed. 

Life is but a short span of years at best. Like a 
candle we are lighted, flicker for a moment, and then 
go out! If we were placed here for the purpose of 
laying up treasures for use in a life that lies beyond 
the dark shadow of Death, may it not be possible that 
we can best collect these treasures by rendering all the 
service we can, to all the people we can, in a loving 
spirit of kindness and sympathy? 

I hope you agree with this philosophy. 

Here this lesson must end, but it is by no means 
completed. Where I lay down the chain of thought it is 
now your duty to take it up and develop it, in your 
own way, and to your own benefit. 

By the very nature of the subject of this lesson it 
can never be finished, for it leads into the heart of all 
human activities. Its purpose is to cause you to take 
the fundamentals upon which it is based and use them 
as a stimulus that will cause your mind to unfold, 
thereby releasing the latent forces that are yours. 

This lesson was not written for the purpose of 
teaching you, but it was intended as a means of 
causing you to teach yourself one of the great truths 
of life. It was intended as a source of education, in the 
true sense of educing, drawing out, developing from 
within, those forces of mind which are available for 
your use. 

When you deliver the best service of which you 
are capable, striving each time to excel all your 
previous efforts, you are making use of the highest 
form of education. Therefore, when you render more 
service and better service than that for which you are 
paid, you, more than anyone else, are profiting by the 


It is only through the delivery of such service 
that mastery in your chosen field of endeavor can be 
attained. For this reason you should make it a part of 
your definite chief aim to endeavor to surpass all 
previous records in all that you do. Let this become a 
part of your daily habits, and follow it with the same 
regularity with which you eat your meals. 

Make it your business to render more service and 
better service than that for which you are paid, and lo! 
before you realize what has happened, you will 

find that the world is willingly paying you for 


Compound interest upon compound interest is the 
rate that you will be paid for such service. Just how 
this pyramiding of gains takes place is left entirely to 
you to determine. 

Now, what are you going to do with that which 
you have learned from this lesson? and when? and 
how? and why? This lesson can be of no value to you 
unless it moves you to adopt and use the knowledge it 
has brought you. 

Knowledge becomes POWER only through 
organization and USE! Do not forget this. 

You can never become a Leader without doing 
more than you are paid for, and you cannot become 
successful without developing leadership in your 
chosen occupation. 



is always room 

for the 

man who 


be rel 

ied upon 



the goods 


he said 





An After-the-Lesson Visit With the Author 

A Power That Can Bring You Whatever You 
Want On This Earth 

SUCCESS is achieved through the application of 

In the picture at the top of this page you see two 
forms of POWER! 

At the left you see physical power, produced by 
Nature, with the aid of organized raindrops pouring 
over Niagara Falls. Man has harnessed this form of 

At the right you see another, and a much more 
intensive form of power, produced through the 
harmonious co-ordination of THOUGHT in the minds 
of men. Observe that the word "harmonious" has been 
emphasized. In this picture you see a group of men 
seated at the Directors' Table in a modem business 
office. The powerful figure rising above the group 
represents the "Master Mind" which may be created 
wherever men blend their minds in a spirit of perfect 
harmony, with some DEFINITE objective in view. 


Study this picture! It interprets the greatest 
POWER known to man. 

With the aid of the MIND man has discovered 
many interesting facts about the earth on which he 
lives, the air and the ether that fill the endless space 
about him, and the millions of other planets and 
heavenly bodies that float through space. 

With the aid of a little mechanical contrivance 
(which his MIND conceived) called a "spectroscope," 
man has discovered, at a distance of 93,000,000 miles, 
the nature of the substances of which the sun is made. 

We have lived 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 THOUGHT. 

Out of the spoils of the dark ages through which 
man has passed he has saved much material that is 
sound food for THOUGHT. While for more than ten 
thousand years the battle between IGNORANCE, 
SUPERSTITION and FEAR on the one side, and 
INTELLIGENCE on the other, has raged, man has 
picked up some useful knowledge. 

Among other fragments of useful knowledge 
gathered by man, he has discovered and classified the 
83 elements of which all physical matter consists. By 
study and analysis and comparison man has discovered 
the "bigness" of the material things in the universe as 
they are represented by the suns and stars, some of 
them over ten million times as large as the earth on 
which he lives. On the other hand, man has discovered 
the "littleness" of things by reducing matter to 


molecules, atoms, and finally, to the smallest known 
particle, the electron. An atom is so inconceivably 
small that a grain of sand contains millions of them. 

The molecule is made up of atoms, which are said 
to be little particles of matter that revolve around 
each other in one continuous circuit, at lightning 
speed, very 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 
every drop of water and every grain of sand the entire 
principle upon which the whole universe operates, is 

How marvelous! How stupendous! How do we 
know these things to be true? Through the aid of the 

You may gather some slight idea of the magnitude 
of it all the next time you eat a beef-steak, by 
remembering that the steak on your plate, the plate 
itself, and the table on which you are eating and the 
silverware with which you are eating are all, in final 
analysis, made of exactly the same material, electrons. 

In the physical or material world, whether one is 
looking at the largest star that floats through the 
heavens or the smallest grain of sand to be found on 
earth, the object under observation is but an organized 
collection of molecules, atoms and electrons. (An 
electron is an inseparable form of power, made up of a 
positive and a negative pole.) 

Man knows much about the physical facts of the 

The next great scientific discovery will be the 
fact, which already exists, that every human brain is 


both a broadcasting and a receiving station; that every 
thought vibration released by the brain may be picked 
up and interpreted by all other brains that are in 
harmony, or in "tune" with the rate of vibration of the 
broadcasting brain. 

How did man acquire the knowledge that he 
possesses concerning the physical laws of this earth? 
How did he learn what has taken place before his 
time, and during his uncivilized period? He gathered 
this knowledge by turning back the pages of Nature's 
Bible and there viewing the unimpeachable evidence 
of millions of years of struggle among animals of a 
lower intelligence. By turning back the great stone 
pages man has uncovered the bones, skeletons, 
footprints and other unmistakable evidence which 
Mother Nature has held for his inspection throughout 
unbelievable periods of time. 

Now man is about to turn his attention to another 
section of Nature's Bible - the one wherein has been 
written a history of the great mental struggle that has 
taken place in the realm of THOUGHT. This page is 
represented by the boundless ether which has picked 
up and still carries every thought vibration that was 
ever released from the mind of man. 

This great page in Nature's Bible is one that no 
human being has been able to tamper with. Its records 
are positive, and soon they may be clearly interpreted. 
No interpolations by man have been permitted. Of the 
authenticity of the story written on this page there can 
be no doubt. 

Thanks to EDUCATION (meaning the unfolding, 


educing, drawing out, developing from within of the 
human mind) Nature's Bible is now being interpreted. 

The story of man's long, perilous struggle upward 
has been written on the pages of this, the greatest of 
all Bibles. 

All who have partly conquered the Six Basic 
Fears described in another "author's visit" in this 
series, and who have succesfully conquered 
records that have been written in Nature's Bible. To 
all others this privilege is denied. For this reason 
there are probably fewer than one thousand people in 
the entire world at this time who are in, even the 
primary grade as far as the reading of this Bible is 

In the entire world there are probably fewer than 
one hundred people, today, who know anything about 
or have ever heard of the chemistry of the mind, 
through which two or more minds - 


The newly-discovered radio principle has shut the 
mouths of the Doubting Thomases and sent the 
scientist scurrying into new fields of experimentation. 
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 about the 
same as comparing the intelligence of a polliwog to 

■67 ■ 

that of a professor of biology who has read the entire 
life-line of animal life, from the amoeba on up to man. 

Come for a short visit with a few of the 
POWERFUL men now living who are making use of 
power created through the blending, in a spirit of 
harmony, of two or more minds. 

We will begin with three well known men, who 
are known to be men of great achievement in their 
respective fields of endeavor. Their names are Henry 
Ford, Thomas A. Edison and Harvey Firestone. 

Of the three Henry Ford is the most POWERFUL, 
having reference to economic power. Mr. Ford is the 
most powerful man now living on earth, and is 
believed to be the most powerful who ever lived. So 
great is his power that he may have anything of a 
physical nature that he desires, or its equivalent. 
Millions of dollars, to him, are but playthings, no 
harder to acquire than the grains of sand with which 
the child builds sand-tunnels. 

Mr. Edison has such a keen insight into Mother 
Nature's Bible that he has harnessed and combined for 
the good of man, more of Nature's laws than any other 
man who ever lived. It was he who brought together 
the point of a needle and a piece of wax in such a way 
that they record and preserve the human voice. It was 
he who first made the lightning serve to light our 
houses and streets, through the aid of the incandescent 
light. It was he who made the camera record and 
produce all sorts of motion, through the modem 
moving picture apparatus. 

Mr. Firestone's industrial achievement is so well 


known that it needs no comment. He has made dollars 
multiply themselves so rapidly that his name has 
become a by-word wherever automobiles are operated. 

All three men began their business and 
professional careers with no capital and but little 
schooling of the nature usually referred to as 

Perhaps Mr. Ford's beginning was, by far, the 
most humble of the three. Cursed with poverty, 
retarded by lack of even the most elementary form of 
schooling, and handicapped by ignorance in many 
forms, he has mastered all of these in the 
inconceivably short period of twenty-five years. 

Thus might we briefly describe the achievements 
of three well known, successful men of POWER! 

But, we have been dealing with EFFECT only! 

The true philosopher wishes to know something 
of the cause which produced these desirable 

It is a matter of public knowledge that Mr. Ford, 
Mr. Edison and Mr. 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 known - it is doubtful if 
these three men, themselves, even know it - 





Let us repeat the statement that out of the 
blending and harmonizing of two or more minds 


(twelve or thirteen minds appear to be the most 
favorable number) may be produced a mind which has 
the capacity to "tune in" on the vibrations of the ether 
and pick up, from that source, kindred thoughts, on 
any subject. 

Through the principle of harmony of minds, Ford, 
Edison and Firestone have created a Master Mind that 
now supplements the efforts of each of the three, and 

There is no other answer to their attainment of 
great power, and their far-reaching success in their 
respective fields of endeavor, and this is true despite 
the fact that neither of them may be conscious of the 
power they have created, or the manner in which they 
have done so. 

In the city of Chicago live six powerful men 
known as the Big Six. These six men are said to be the 
most powerful group of men in the middle west. It is 
said that their combined income totals more than 
twenty-five million dollars a year. 

Every man in the group began in the most humble 
of circumstances. 

Their names are: 

Wm. Wrigley, Jr., who owns the Wrigley Chewing 
Gum business, and whose income is said to be over 
fifteen million dollars a year. John R. Thompson, who 
owns the chain of Thompson self-help lunch rooms 
throughout the country. Mr. Lasker, who owns the 
Lord & Thomas Advertising Agency. Mr. McCullough, 


who owns the largest express business in the world. 
And, Mr. Ritchie and Mr. Hertz, who own the Yellow 
Taxicab business of the country. 

There is nothing startling about a man who does 
nothing more than become a millionaire, as a rule. 
However, there is something connected with the 
financial success of these particular millionaires that 
is more than startling, for it is well known that there 
exists between them a bond of friendship out of which 
has grown the condition of harmony that produces a 
Master Mind. 

These six men, whether by accident or design, 
have blended their minds in such a way that the mind 
of each has been supplemented by a superhuman 
power known as a "Master Mind," and ' that mind has 
brought each of them more worldly gain than any 
person could possibly use to advantage.. 

The law upon which the principle of a Master 
Mind operates was discovered by Christ, when he 
surrounded himself with twelve disciples and created 
the first Thirteen Club of the world. 

Despite the fact that one of the thirteen (Judas) 
broke the chain of harmony, sufficient seed was sown 
during the period of harmony that originally existed 
between these thirteen people, to insure the 
continuation of THE GREATEST AND MOST 

Many millions of people believe themselves to 
possess WISDOM. Many of these do possess wisdom, 
in certain elementary stages, but no man may possess 
real wisdom without the aid of the power known as a 
Master Mind, and such a mind cannot be created ex- 


cept through the principle of blending, in harmony, of 
two or more minds. 

Through many years of practical experimentation 
it has been found that thirteen minds, when blended in 
a spirit of perfect harmony, produce the most practical 

Upon this principle, whether consciously or 
unconsciously, is founded all of the great industrial 
and commercial successes that are so abundant in this 

The word "merger" is becoming one of the most 
popular words in newspaper parlance, because hardly 
a day goes by that one may not read of some big 
industrial, commercial, financial or railroad merger. 
Slowly the world is beginning to learn (in a very few 
minds only) that through friendly alliance and 
cooperation great POWER may be developed. 

The successful business and industrial and 
financial enterprises are those managed by leaders 
who either consciously or unconsciously apply the 
principle of co-ordinated effort described in this 
article. If you would be a great leader in any 
undertaking, surround yourself with other minds that 
can be blended in a spirit of co-operation so that they 
act and function as one. 

If you can grasp this principle and apply it you 
may have, for your efforts, whatever you want on this 


I LIKE to see a man 

proud of his country, 

and I like to see him 

so live that his country 
is proud of him. 



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X X 






x x 

y Teaching, for the First Time in the y 
History of the World, the True Philos- 
ophy upon which all Personal Success 

* is Built. * 

X X 

by n 










Copyright, 1928, by 

Printed in the U.S.A. 

Lesson Ten 


EMPLOYERS are al- 
ways on the lookout 
for a man who does a 
better job of any sort 
than is customary, 
whether it be 

wrapping a package, 
writing a letter or 
closing a sale. 


Lesson Ten 


"You Can Do It if You Believe You Can!" 

WHAT is an ATTRACTIVE personality? 

Of course the answer is: A personality that 

But what causes a personality to attract? Let us 
proceed to find out. Your 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 voice, the 
thoughts you think, the character you have developed 
by those thoughts, all constitute parts of your 

Whether your personality is attractive or not is 
another matter. 

By far the most important part of your personality 
is that which is represented by your character, and is 
therefore the part that is not visible. The style of your 
clothes and their appropriateness undoubtedly 
constitute a very important part of your personality, 
for it is true that people form first impressions of you 
from your outward appearance. 

Even the manner in which you shake hands forms 
an important part of your personality, and goes a very 
long way toward attracting or repelling those with 
whom you shake hands. 

This art can be cultivated. 

The expression of your eyes also forms an 
important part of your personality, for there are 
people, and they are more numerous than one might 
imagine, who can look through your eyes into your 
heart and see that which is written there by the nature 
of your most secret thoughts. 

The vitality of your body - sometimes called 
personal magnetism - also constitutes an important 
part of your personality. 

Now let us proceed to arrange these outward 
mediums through which the nature of our personality 
is expressed, so that it will attract and not repel. 

There is one way in which you can so express the 
composite of your personality that it will always 
attract, even though you may be as homely as the 
circus "fat woman," and this is by - 

Taking a keen heart-interest in the other fellow's 
"game " in life. 

Let me illustrate exactly what is meant, by 
relating an incident that happened some years ago, 
from which I was taught a lesson in master 

One day an old lady called at my office and sent 
in her card with a message saying that she must see 
me personally. No amount of coaxing by secretaries 
could induce her to disclose the nature of her visit, 
therefore I made up my mind that she was some poor 
old soul who wanted to sell me a book, and 
remembering that my own mother was a woman, I 

decided to go out to the reception room and buy her 
book, whatever it might be. 

Please follow every detail thoughtfully; for you, 
too, may learn a lesson in master salesmanship from 
this incident. 

As I walked down the hall-way from my private 
office this old lady, who was standing just outside of 
the railing that led to the main reception room, began 
to smile. 

I had seen many people smile, but never before 
had I seen one who smiled so sweetly as did this lady. 
It was one of those contagious smiles, because I 
caught the spirit of it and began to smile also. 

As I reached the railing the old lady extended her 
hand to shake hands with me. Now, as a rule, I do not 
become too friendly on first acquaintance when a 
person calls at my office, for the reason that it is very 
hard to say "no" if the caller should ask me to do that 
which I do not wish to do. 

However, this dear old lady looked so sweetly 
innocent and harmless that I extended my hand and 
she began to shake it! whereupon, I discovered that 
she not only had an attractive smile, but she also had 
a magnetic hand-shake. She took hold of my hand 
firmly, but not too firmly, and the very manner in 
which she went about it telegraphed the thought to my 
brain that it was she who was doing the honors. She 
made me feel that she was really and truly glad to 
shake my hand, and I believe that she was. I believe 
that her hand-shake came from the heart as well as 
from the hand. 

I have shaken hands with many thousands of 
people during my public career, but I do not recall 

having ever done so with anyone who understood the 
art of doing it as well as this old lady did. The 
moment she touched my hand I could feel myself 
"slipping," and I knew that whatever it was that she 
had come after she would go away with it, and that I 
would aid and abet her all I could toward this end. 

In other words, that penetrating smile and that 
warm hand-shake had disarmed me and made me a 
"willing victim." At a single stroke this old lady had 
shorn me of that false shell into which I crawl when 
salesmen come around selling, or trying to sell, that 
which I do not want. To go back to an expression 
which you found quite frequently in previous lessons 
of this course, this gentle visitor had "neutralized" my 
mind and made me want to listen. 

Ah, but here is the stumbling point at which most 
salespeople fall and break their necks, figuratively 
speaking, for it is as useless to try to sell a man 
something until you have first made him want to 
listen, as it would be to command the earth to stop 

Note well how this old lady used a smile and a 
hand-shake as the tools with which to pry open the 
window that led to my heart; but the most important 
part of the transaction is yet to be related. 

Slowly and deliberately, as if she had all the time 
there was in the universe (which she did have, as far 
as I was concerned at that moment) the old lady began 
to crystallize the first step of her victory into reality 
by saying: 

"I just came here to tell you (what seemed to me 
to be a long pause) that I think you are doing the most 
wonderful work of any man in the world today. " 

Every word was emphasized by a gentle, though 

firm, squeeze of my hand, and she was looking 
through my eyes and into my heart as she spoke. 

After I regained consciousness (for it became a 
standing joke among my assistants at the office that I 
fainted dead away) I reached down and unlocked the 
little secret latch that fastened the gate and said: 

"Come right in, dear lady, - come right into my 
private office, " and with a gallant bow that would 
have done credit to the cavaliers of olden times, I 
bade her come in and "sit awhile." 

As she entered my private office, I motioned her 
to the big easy-chair back of my desk while I took the 
little hard-seated chair which, under ordinary 
circumstances, I would have used as a means of 
discouraging her from taking up too much of my time. 

For three-quarters of an hour I listened to one of 
the most brilliant and charming conversations I have 
ever heard, and my visitor was doing all of the 
conversing. From the very start she had assumed the 
initiative and taken the lead, and, up to the end of that 
first three-quarters of an hour, she found no 
inclination, on my part, to challenge her right to it. 

I repeat, lest you did not get the full import of it, 
that I was a willing listener! 

Now comes the part of the story which would 
make me blush with embarrassment, if it were not for 
the fact that you and I are separated by the pages of 
this book; but I must summon the courage with which 
to tell you the facts because the entire incident would 
lose its significance if I failed to do this. 

As I have stated, my visitor entranced me with 
brilliant and captivating conversation for three- 

IF you have tried and met 
with defeat; if you have 
planned and watched your 
plans as they were crushed 
before your eyes; just 
remember that the greatest 
men in all history were the 
products of courage, and 
courage, you know, is born 
in the cradle of adversity. 


quarters of an hour. Now, what do you suppose she 
was talking about all that time? 

No! You are wrong. 

She was not trying to sell me a book, nor did she 
once use the personal pronoun "I." 

However, she was not only trying, but actually 
selling me something, and that something was myself. 

She had no sooner been seated in that big 
cushioned chair than she unrolled a package which I 
had mistaken for a book that she had come to sell me, 
and sure enough, there was a book in the package - in 
fact, several of them; for she had a complete year's 
file of the magazine of which I was then editor (Hill's 
Golden Rule). She turned the pages of those 
magazines and read places that she had marked here 
and there, assuring me, in the meanwhile, that she had 
always believed the philosophy back of that which she 
was reading. 

Then, after I was in a state of complete 
mesmerism, and thoroughly receptive, my visitor 
tactfully switched the conversation to a subject which, 
I suspect, she had in mind to discuss with me long 
before she presented herself at my office; but - and 
this is another point at which most salespeople 
blunder - had she reversed the order of her 
conversation and begun where she finished, the 
chances are that she never would have had the 
opportunity to sit in that big easy-chair. 

During the last three minutes of her visit, she 
skillfully laid before me the merits of some securities 
that she was selling. She did not ask me to purchase; 
but, the way in which she told me of the merits of the 
securities (plus the way in which she had so 
impressively told me of the merits of my own "game") 


had the psychological effect of causing me to want to 
purchase; and, even though I made no purchase of 
securities from her, she made a sale - because I picked 
up the telephone and introduced her to a man to whom 
she later sold more than five times the amount that she 
had intended selling me. 

If that same woman, or another woman, or a man, 
who had the tact and personality that she possessed, 
should call on me, I would again sit down and listen 
for three-quarters of an hour. 

We are all human; and we are all more or less 

We are all alike in this respect - we will listen 
with intense interest to those who have the tact to talk 
to us about that which lies closest to our hearts; and 
then, out of a sense of reciprocity, we will also listen 
with interest when the speaker finally switches the 
conversation to the subject which lies closest to his or 
her heart; and, at the end, we will not only "sign on 
the dotted line" but we will say, "What a wonderful 

In the city of Chicago, some years ago, I was 
conducting a school of salesmanship for a securities 
house which employed more than 1,500 salespeople. 
To keep the ranks of that big organization filled, we 
had to train and employ six hundred new salespeople 
every week. Of all the thousands of men and women 
who went through that school, there was but one man 
who grasped the significance of the principle I am 
here describing, the first time he heard it analyzed. 

This man had never tried to sell securities and 
frankly admitted, when he entered the salesmanship 
class, that he was not a salesman. Let's see whether he 
was or not. 


After he had finished his training, one of the 
"star" salesmen took a notion to play a practical joke 
on him, believing him to be a credulous person who 
would believe all that he heard, so this "star" gave 
him an inside "tip" as to where he would be able to 
sell some securities without any great effort. This star 
would make the sale himself, so he said; but the man 
to whom he referred as being a likely purchaser was 
an ordinary artist who would purchase with so little 
urging that he, being a "star," did not wish to waste 
his time on him. 

The newly made salesman was delighted to 
receive the "tip," and, forthwith, he was on his way to 
make the sale. As soon as he was out of the office, the 
"star" gathered the other "stars" around him and told 
of the joke he was playing; for in reality the artist was 
a very wealthy man and the "star," himself, had spent 
nearly a month trying to sell him, but without success. 
It then developed that all of the "stars" of that 
particular group had called on this same artist but had 
failed to interest him. 

The newly made salesman was gone about an hour 
and a half. When he returned he found the "stars" 
waiting for him with smiles on their faces. 

To their surprise, the newly made salesman also 
wore a broad smile on his face. The "stars" looked at 
each other inquiringly, for they had expected that this 
"green" man would not return in a joyful mood. 

"Well, did you sell to your man?" inquired the 
originator of this "joke." 

"Certainly," replied the uninitiated one, "and I 
found that artist to be all you said he was - a perfect 
gentleman and a very interesting man." 


Reaching into his pocket he pulled out an order 
and a check for $2,000.00. 

The "stars" wanted to know how he did it. 

"Oh, it wasn't difficult," replied the newly made 
salesman; "I just walked in and talked to him a few 
minutes and he brought up the subject of the securities 
himself, and said he wanted to purchase; therefore, I 
really did not sell to him - he purchased of his own 

When I heard of the transaction, I called the 
newly made salesman in and asked him to describe, in 
detail, just how he made the sale, and I will relate it 
just as he told it. 

When he reached the artist's studio, he found him 
at work on a picture. So engaged in his work was the 
artist that he did not see the salesman enter; so the 
salesman walked over to where he could see the 
picture and stood there looking at it without saying a 

Finally the artist saw him; then the salesman 
apologized for the intrusion and began to talk - 

about the picture that the artist was painting! 

He knew just enough about art to be able to 
discuss the merits of the picture with some 
intelligence; and he was really interested in the 

He liked the picture and frankly told the artist so, 
which, of course, made the artist very angry! 

For nearly an hour those two men talked of 
nothing but art; particularly that picture that stood on 
the artist's easel. 

Finally, the artist asked the salesman his name 
and his business, and the salesman (yes, the master 
salesman) replied, "Oh, never mind my business or my 


name; I am more interested in you and your art!" 

The artist's face beamed with a smile of joy. 

Those words fell as sweet music upon his ears. 
But, not to be outdone by his polite visitor, he insisted 
on knowing what mission had brought him to his 

Then, with an air of genuine reluctance, this 
master salesman - this real "star" - introduced himself 
and told his business. 

Briefly he described the securities he was selling, 
and the artist listened as if he enjoyed every word that 
was spoken. After the salesman had finished the artist 

"Well, well! I have been very foolish. Other 
salesmen from your firm have been here trying to sell 
me some of those securities, but they talked nothing 
but business; in fact, they annoyed me so that I had to 
ask one of them to leave. Now let me see - what was 
that fellow's name - oh, yes, it was Mr. Perkins." 
(Perkins was the "star" who had thought of this clever 
trick to play on the newly made salesman.) "But you 
present the matter so differently, and now I see how 
foolish I have been, and I want you to let me have 
$2,000.00 worth of those securities." 

Think of that - "You present the matter so 

And how did this newly made salesman present 
the matter so differently? Putting the question another 
way, what did this master salesman really sell that 
artist? Did he sell him securities? 

No! he sold him his own picture which he was 
painting on his own canvas. 

The securities were but an incident. 

Don't overlook this point. That master salesman 










had remembered the story of the old lady who 
entertained me for three-quarters of an hour by 
talking about that which was nearest my heart, and it 
had so impressed him that he made up his mind to 
study his prospective purchasers and find out what 
would interest them most, so he could talk about that. 

This "green," newly made salesman earned 
$7,900.00 in commissions the first month he was in 
the field, leading the next highest man by more than 
double, and the tragedy of it was that not one person 
out of the entire organization of 1,500 salespeople 
took the time to find out how and why he became the 
real "star" of the organization, a fact which I believe 
fully justifies the rather biting reprimand suggested in 
Lesson Nine to which you may have taken offense. 

A Carnegie, or a Rockefeller, or a James J. Hill, 
or a Marshall Field accumulates a fortune, through the 
application of the selfsame principles that are 
available to all the remainder of us; but we envy them 
their wealth without ever thinking of studying their 
philosophy and appropriating it to our own use. 

We look at a successful man in the hour of his 
triumph, and wonder how he did it, but we overlook 
the importance of analyzing his methods and we forget 
the price he had to pay in careful, well organized 
preparation which had to be made before he could reap 
the fruits of his efforts. 

Throughout this course on the Law of Success, 
you will not find a single new principle; every one of 
them is as old as civilization itself; yet you will find 
but few people who seem to understand how to apply 

The salesman who sold those securities to that 


artist was not only a master salesman, but he was a 
man with an attractive personality. He was not much 
to look at; perhaps that is why the "star" conceived 
the idea of playing that cruel (?) joke on him; but 
even a homely person may have a very attractive 
personality in the eyes of those whose handiwork he 
has praised. 

Of course, there are some who will get the wrong 
conception of the principle I am here trying to make 
clear, by drawing the conclusion that any sort of 
cheap flattery will take the place of genuine heart 
interest. I hope that you are not one of these. I hope 
that you are one of those who understand the real 
psychology upon which this lesson is based, and that 
you will make it your business to study other people 
closely enough to find something about them or their 
work that you really admire. Only in this way can you 
develop a personality that will be irresistibly 

Cheap flattery has just the opposite effect to that 
of constituting an attractive personality. It repels 
instead of attracting. It is so shallow that even the 
ignorant easily detect it. 

Perhaps you have observed - and if you have not I 
wish you to do so - that this lesson emphasizes at 
length the importance of making it your business to 
take a keen interest in other people and in their work, 
business or profession. This emphasis was by no 
means an accident. 

You will quickly observe that the principles upon 
which this lesson is based are very closely related to 


those which constitute the foundation of Lesson Six, 
on Imagination. 

Also, you will observe that this lesson is based 
upon much the same general principles as those which 
form the most important part of Lesson Thirteen, on 

Let us here introduce some very practical 
suggestions as to how the laws of Imagination, Co- 
operation and Pleasing Personality may be blended, or 
coordinated to profitable ends, through the creation of 
usable ideas. 

Every thinker knows that "ideas" are the 
beginning of all successful achievement. The question 
most often asked, however, is, "How can I learn to 
create ideas that will earn money?" 

In part we will answer this question in this lesson 
by suggesting some new and novel ideas, any of which 
might be developed and made very profitable, by 
almost anyone, in practically any locality. 


The world war has deprived Germany of her 
enormous trade in toys. Before the war we bought 
most of our toys from Germany. We are not likely to 
buy any more toys from German manufacturers in our 
time, or for a long while afterward. 

Toys are in demand, not alone in the United 
States, but in foreign countries, many of which will 
not buy toys from Germany. Our only competitor is 
Japan and her toys are of so poor a quality that her 
competition means nothing. 

But what sort of toys shall I manufacture and 


where will I get the capital with which to carry on the 
business, you will ask? 

First, go to a local toy dealer and find out just 
which class of toys sells most rapidly. If you do not 
feel competent to make improvements on some of the 
toys now on the market, advertise for an inventor 
"with an idea for a marketable toy" and you will soon 
find the mechanical genius who will supply this 
missing link in your undertaking. Have him make you 
a working model of just what you want, then go to 
some small manufacturer, woodworker, machine shop 
or the like, and arrange to have your toys 

You now know just what your toy will cost, so 
you are ready to go to some big jobber, wholesaler or 
distributor and arrange for the sale of your entire 

If you are an able salesman you can finance this 
whole project on the few dollars required with which 
to advertise for the inventor. When you find this man 
you can probably arrange with him to work out a 
model for you during his spare evening hours, with a 
promise that you will give him a better job when you 
are manufacturing your own toys. He will probably 
give you all the time you want in which to pay him for 
his labor; or he may do the work in return for an 
interest in the business. 

You can get the manufacturer of your toys to wait 
for his money until you are paid by the firm to which 
you sell them; and, if necessary, you can assign to him 
the invoices for the toys sold and let the money come 
direct to him. 

Of course if you have an unusually pleasing and 


convincing personality and considerable ability to 
organize, you will be able to take the working model 
of your toy to some man of means and, in return for an 
interest in the business, secure the capital with which 
to do your own manufacturing. 

If you want to know what will sell, watch a crowd 
of children at play, study their likes and dislikes, find 
out what will amuse them and you will probably get 
an idea on which to build your toy. It requires no 
genius to invent! Common sense is all that is 
necessary. Simply find out what the people want and 
then produce it. Produce it well - better than anyone 
else is doing. Give it a touch of individuality. Make it 

We spend millions of dollars annually for toys 
with which to entertain our children. Make your new 
toy useful as well as interesting. Make it educational 
if possible. If it entertains and teaches at the same 
time it will sell readily and live forever. If your toy is 
in the nature of a game make it teach the child 
something about the world in which it lives, 
geography, arithmetic, English, physiology, etc. Or, 
better still, produce a toy that will cause the child to 
run, jump or in some other way exercise. Children 
love to move about and moving about is of benefit to 
them, especially when stimulated by the play motive. 

An indoor baseball game would be a ready seller, 
especially in the cities. Work out an arrangement for 
attaching the ball to a string that will be suspended 
from the ceiling so one child may throw the ball 
against the wall and then stand back and strike it with 
a bat as it rebounds. A one-child baseball game, in 
other words. 


IT is better to be a big 

man in a small town 

than to be a small man 

in a big town, and 

ever so much easier. 



This will be of interest only to the man or woman 
who has the self-confidence and the ambition to "run 
the risk" of making a big income, which, we may add, 
most people have not. 

It is a suggestion that could be put into practical 
operation by at least forty or fifty people in every 
large city throughout the United States, and by a 
smaller number in the smaller cities. 

It is intended for the man or woman who can 
write or will learn to write advertising copy, sales 
literature, follow-up letters, collection letters and the 
like, using the ability to write which we will suppose 
that you possess. 

To make practical and profitable use of this 
suggestion you will need the co-operation of a good 
advertising agency and from one to five firms or 
individuals who do enough advertising to warrant 
their appropriations going through an agency. 

You should go to the agency first and make 
arrangements with it to employ you and pay you seven 
per cent on the gross expenditures of all acounts 
which you bring to it; this seven per cent to 
compensate you for getting the account and for 
writing the copy and otherwise serving the client in 
the management of his advertising appropriation. Any 
reliable agency will gladly give you this amount for 
all the business you will bring. 

Then you go to a firm or individual whose 
advertising account you wish to handle and say in 
effect that you wish to go to work without 
compensation. Tell what you can do and what you 


intend to do for that particular firm that will help it 
sell more goods. If the firm employs an advertising 
manager you are to become virtually his assistant 
without pay, on one condition, namely, that the 
advertising appropriation is to be placed through the 
agency with which you have the connection. Through 
this arrangement the firm or individual whose account 
you thus secure will get the benefit of your personal 
services, without cost, and pay no more for placing its 
advertising through your agency than it would through 
any other. If your canvass is convincing and you 
really take the time to prepare your case, you will get 
your account without much argument. 

You can repeat this transaction until you have as 
many accounts as you can handle advantageously, 
which, under ordinary conditions, will be not more 
than ten or twelve; probably less if one or more of 
your clients spends upwards of $25,000.00 a year in 

If you are a competent writer of advertising copy 
and have the ability to create new and profitable ideas 
for your clients you will be able to hold their business 
from year to year. You of course understand that you 
are not to accept more accounts than you can handle 
individually. You should spend a portion of your time 
in the place of business of each of your clients; in fact 
you should have a desk and working equipment right 
on the grounds, so you can get firsthand information 
as to your clients' sales problems as well as accurate 
information as to their goods and wares. 

Through this sort of effort you will give the 
advertising agency a reputation for effective service 


such as it would get in no other way, and you will 
please your clients because they will see satisfactory 
returns from your efforts. As long as you keep the 
agency and the clients whom you serve satisfied your 
job is safe and you will make money. A reasonable 
expectation of returns under this plan would be a 
gross business of $250,000.00 a year, on which your 
seven per cent would amount to $17,500.00. 

A man or woman of unusual ability could run the 
figure much higher than this, up to, say, an income of 
$25,000.00 a year, while the tendency would be, 
however, to drop down to around $5,000.00 to 
$7,500.00, which are the figures that the "average" 
man or woman might reasonably expect to earn. 

You can see that the plan has possibilities. It 
supplies independent work and gives you one hundred 
per cent of your earning power. It is better than a 
position as advertising manager, even if the position 
paid the same money, because it practically places you 
in a business of your own - one in which your name is 
constantly developing a survival value. 


This plan can be put into operation by almost any 
man or woman of average intelligence, and with but 
little preparation. Go to any first-class printer and 
make arrangements with him to handle all the business 
you bring to him, allowing you a commission of say 
ten per cent on the gross amount. Then go to the 
largest users of printed matter and get samples of 
everything in the way of printing that they use. 

Form a partnership or working arrangement with a 


commercial artist who will go over all this printed 
matter and wherever suitable or appropriate he will 
improve the illustrations or make illustrations where 
none were used before, making a rough pencil sketch 
which can be pasted to the original printed matter. 

Then, if you are not a writer of copy, form a 
working arrangement with someone who is and get 
him or her to go over the copy of the printed matter 
and improve it in every respect possible. 

When the work is complete go back to the firm 
from whom you get the printed matter, taking with 
you quotations on the work and show what can be 
done in the way of improvement. Say nothing about 
your quotations, however, until you have shown how 
much you could improve the printed matter. You will 
probably get the entire business of that firm by giving 
that sort of service in connection with every job of 
printing it has done. 

If you perform your service properly you will 
soon have all the business that your commercial artist, 
your copy writer and you can handle. It ought to be 
good for $5,000.00 a year apiece for you. 

Any profits that you earn from the work of others 
in connection with any of these plans will be a 
legitimate profit - a profit to which you will be 
entitled in return for your ability to organize and 
bring together the necessary talent and ability with 
which to perform satisfactory service. 

If you go into the toy business you will be 
entitled to a profit on the work of those who make the 
toys because it will be through your ability that 
employment for them is available. 

It is more than likely that your brains and your 


ability, when added to that of those who work with 
you or for you, will greatly increase their earning 
capacity - even to the extent that they can well afford 
to see you make a small amount from their efforts 
because they will be still earning much more than they 
could earn without your guidance! 

You are willing to take any of these plans and 
make a profit out of them, are you not? You see 
nothing wrong on your part, do you? If you are an 
employee, working for some other person or firm, may 
it not be possible that the head of that firm or that 
individual, with his ability to organize, finance, etc., 
is increasing your own earning capacity right now? 

You want to get out of the employee class and 
become an employer. We do not blame you for that. 
Nearly every normal person wants to do the same. The 
one best first step to take is to serve the firm or 
individual for whom you are working just as you 
would wish to be served if you were that individual or 
the head of that firm. 

Who are the big employers of help, today? Are 
they the rich men's sons who fell heir to employer- 
ship? Not on your life! They are the men and women 
who came up from the ranks of the most lowly sort of 
labor; men and women who have had no greater 
opportunity than you have. They are in the positions 
that they hold because their superior ability has 
enabled them intelligently to direct others. You can 
acquire that ability if you will try. 

Right in the town or city where you live there are 
people who probably could benefit by knowing you, 
and who could undoubtedly benefit you in return. In 
one section of the city lives John Smith who wishes 



greater than reali- 

zation, because it 

keeps us eternally 
climbing upward tow- 

ard some unattained 



to sell his grocery store and open a moving picture 
theater. In another section of the city is a man who 
has a moving picture theater that he would like to 
trade for a grocery store. 

Can you bring them together? 

If you can, you will serve both and earn a nice 

In 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 live in town. If you can find a way 
of carrying the farm products direct from the farm to 
the city or town consumer you will enable the farmer 
to get more for his products and the consumer to get 
those products for less, and still there will be a 
margin to pay you for your ingenuity in shortening the 
route between producer and consumer. 

In business there are, broadly speaking, two 
classes of people - the Producers and the Consumers. 
The tendency of the times is to find some way of 
bringing these two together without so many 
intermediaries. Find a way to shorten the route 
between producer and consumer and you will have 
created a plan that will help these two classes and 
handsomely profit you. 

The laborer is worthy of his hire. If you can 
create such a plan you are entitled to a fair proportion 
of that which you save for the consumer and also a 
fair proportion of that which you make for the 

Let us warn you that whatever plan you create as 
a means of making money you had better see that it 
slices off a little of the cost to the consumer instead 
of adding a little to that cost. 


The business of bringing producer and consumer 
together is a profitable business when it is conducted 
fairly to both, and without a greedy desire to get all 
there is in sight! The American public is wonderfully 
patient with profiteers who impose upon it, but there 
is a pivotal point beyond which even the shrewdest of 
them dare not go. 

It may be all right to corner the diamond market 
and run up enormously high the price of those white 
rocks which are dug out of the ground in Africa 
without trouble, but when the prices of food and 
clothing and other necessities begin to soar skyward 
there is a chance of someone getting into the bad 
graces of the American public. 

If you crave wealth and are really brave enough 
to shoulder the burdens which go with it, reverse the 
usual method of acquiring it by giving your goods and 
wares to the world at the lowest possible profit you 
can afford instead of exacting all that you can with 
safety. Ford has found it profitable to pay his workers, 
not as little as he can get them for, but as much as his 
profits will permit. He has also found it profitable to 
reduce the price of his automobile to the consumer 
while other manufacturers (many of whom have long 
since failed) continued to increase their price. 

There may be some perfectly good plans through 
the operation of which you could squeeze the 
consumer and still manage to keep out of jail, but you 
will enjoy much more peace of mind and in all 
probability more profits in the long run if your plan, 
when you complete it, is built along the Ford lines. 

You have heard John D. Rockefeller abused con- 


siderably, but most of this abuse has been prompted 
by sheer envy upon the part of those who would like 
to have his money but who haven't the inclination to 
earn it. Regardless of your opinion of Rockefeller, do 
not forget that he began as a humble bookkeeper and 
that he gradually climbed to the top in the 
accumulation of money because of his ability to 
organize and direct other and less able men 
intelligently. This author can remember when he had 
to pay twenty-five cents for a gallon of lamp oil and 
walk two miles through the hot sun and carry it home 
in a tin can in the bargain. Now, Rockefeller's wagon 
will deliver it at the back door, in the city or on the 
farm, at a little over half that sum. 

Who has a right to begrudge Rockefeller his 
millions as long as he has reduced the price of a 
needed commodity. He could just as easily have 
increased the price of lamp oil to half a dollar, but we 
seriously doubt that he would be a multi-millionaire 
today if he had done so. 

There are a lot of us who want money, but ninety- 
nine out of every hundred who start to create a plan 
through which to get money give all their thought to 
the scheme through which to get hold of it and no 
thought to the service to be given in return for it. 

A Pleasing Personality is one that makes use of 
Imagination and Co-operation. We have cited the 
foregoing illustrations of how ideas may be created to 
show you how to co-ordinate the laws of Imagination, 
Co-operation and a Pleasing Personality. 

Analyze any man who does not have a Pleasing 
Personality and you will find lacking in that man the 
faculties of Imagination and Co-operation also. 


This brings us to a suitable place at which to 
introduce one of the greatest lessons on personality 
ever placed on paper. It is also one of the most 
effective lessons on salesmanship ever written, for the 
subjects of attractive personality and salesmanship 
must always go hand in hand; they are inseparable. 

I have reference to Shakespeare's masterpiece, 
Mark Antony's speech at the funeral of Caesar. 
Perhaps you have read this oration, but 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 like 
the following: 

Caesar is dead, and Brutus, his slayer, is called 
on to tell the Roman mob, that has gathered at the 
undertaker's, why he put Caesar out of the way. 
Picture, in your imagination, a howling mob that was 
none too friendly to Caesar, and that already believed 
that Brutus had done a noble deed by murdering him. 

Brutus takes the platform and makes a short 
statement of his reasons for killing Caesar. Confident 
that he has won the day he takes his seat. His whole 
demeanor is that of one who believes his word will be 
accepted without question; it is one of haughtiness. 

Mark Antony now takes the platform, knowing 
that the mob is antagonistic to him because he is a 
friend of Caesar. In a low, humble tone of voice 
Antony begins to speak: 

Antony: "For Brutus' sake, I am beholding to you." 
Fourth Citizen: "What does he say of Brutus?" 
Third Citizen: "He says, for Brutus' sake, he finds 
himself beholding to us all." 


Fourth Citizen: '"Twere best he speak no harm of 

Brutus here." 
First Citizen: "This Caesar was a tyrant." 
Third Citizen: "Nay, that's certain; we are blest that 

Rome is rid of him." 
Second Citizen: "Peace! Let us hear what Antony can 

say." (Here you will observe, in Antony's opening 

sentence, his clever method of "neutralizing" the 

minds of his listeners.) 
Antony: "You gentle Romans, -" 

(About as "gentle" as a gang of Bolsheviks in a 

revolutionary labor meeting.) 
All: "Peace, ho! Let us hear him." 

(Had Antony begun his speech by "knocking" 

Brutus, the history of Rome would have been 

Antony: "Friends, Romans, Countrymen, lend me your 


I come to bury Caesar, not to praise him." 

(Allying himself with what he knew to be the 
state of mind of his listeners.) 

"The evil that men do lives after them; 

The good is oft interred with their bones; 

So let it be with Caesar. The noble Brutus 

Hath told you Caesar was ambitious; 

If it were so, it was a grievous fault; 

And grievously bath Caesar answered it. 

Here, under leave of Brutus and the rest, - 

For Brutus is an honorable man; 

So are they all, all honorable men - 

Come I to speak at Caesar's funeral. 

He was my friend - faithful, and just to me; 

But Brutus says he was ambitious; 


self when you reach that 
degree of wisdom which 
prompts you to see less of 

the weaknesses of others 

and more of your own, for 
you will then be walking 
in the company of the 
really great. 


And Brutus is an honorable man; 
He hath brought many captives home to Rome, 
Whose ransoms did the general coffers fill; 
Did this in Caesar seem ambitious? 
When the poor have cried, Caesar hath wept; 
Ambition should be made of sterner stuff; 
Yet Brutus says he was ambitious; 
And Brutus is an honorable man. 
You all did see that on the Lupercal 
I thrice presented him a kingly crown, 
Which he did thrice refuse. Was this ambition? 
Yet Brutus says he was ambitious; 
And, surely, he is an honorable man. 
I speak not to disprove what Brutus spoke, 
But here I am to speak what I do know. 
You all did love him once, not without cause; 
What cause withholds you then to mourn for him? 
O judgment! thou art fled to brutish beasts, 
And men have lost their reason. Bear with me, 
My heart is in the coffin there with Caesar, 
And I must pause till it come back to me." 

(At this point Antony paused to give his audience 
a chance to discuss hurriedly, among themselves, his 
opening statements. His object in doing this was to 
observe what effect his words were having, just as a 
master salesman always encourages his prospective 
purchaser to talk so he may know what is in his mind.) 

First Citizen: "Methinks there is much in his say- 

Second Citizen: "If thou consider rightly of the 
matter, Caesar has had great wrong." 


Third Citizen: "Has he, masters? I fear there will be 

worse come in his place." 
Fourth Citizen: "Mark'd ye his words? He would not 

take the crown? Therefore 'tis certain he was not 

First Citizen: "If it be found so, someone will dear 

abide it." 
Second Citizen: "Poor soul! his eyes are red as fire 

with weeping." 
Third Citizen: "There's not a nobler man in Rome than 

Fourth Citizen: "Now mark him, he begins again to 

Antony: "But yesterday the word of Caesar might 

Have stood against the world; now lies he there, 

And none so poor to do him reverence. 

masters (appealing to their vanity) if I were 

disposed to stir 
Your hearts and minds to mutiny and rage, 

1 should do Brutus wrong and Cassius wrong, 
Who, you all know, are honorable men;" 
(Observe how often Antony has repeated the term 

"honorable." Observe, also, how cleverly he brings in 
the first suggestion that, perhaps, Brutus and Cassius 
may not be as honorable as the Roman mob believes 
them to be. This suggestion is carried in the words 
"mutiny" and "rage" which he here uses for the first 
time, after his pause gave him time to observe that the 
mob was swinging over toward his side of the 
argument. Observe how carefully he is "feeling" his 
way and making his words fit that which he knows to 
be the frame of mind of his listeners.) 


Antony: "I will not do them wrong; I rather choose 
To wrong the dead, to wrong myself and you, 
Than I will wrong such honorable men." 

(Crystallizing his suggestion into hatred of 
Brutus and Cassius, he then appeals to their curiosity 
and begins to lay the foundation for his climax - a 
climax which he knows will win the mob because he is 
reaching it so cleverly that the mob believes it to be 
its own conclusion.) 

Antony: "But here's a parchment, with the seal of 


I found it in his closet; 'tis his will; 

Let but the commons hear this testament, 

Which, pardon me, I do not mean to read -" 

(Tightening up on his appeal to their curiosity by 
making them believe he does not intend to read the 

"And they would go and kiss dead Caesar's 

And dip their napkins in his sacred blood, 

Yea, beg a hair of him for memory, 

And, dying, mention it within their wills, 

Bequeathing it as a rich legacy 

Unto their issue." 

(Human nature always wants that which is 
difficult to get, or that of which it is about to be 
deprived. Observe how craftily Antony has awakened 
the interest of the mob and made them want to hear 
the reading of the will, thereby preparing them to hear 
it with open minds. This marks his second step in the 
process of "neutralizing" their minds.) 


All: "The will, the will! We will hear Caesar's will." 
Antony: "Have patience, gentle friends, I must not 

read it; 

It is not meet you know how Caesar loved you. 

You are not wood, you are not stones, but men; 

And, being men, hearing the will of Caesar, 

It will inflame you; (Exactly what he wishes to 

It will make you mad; 

'Tis good you know not that you are his heirs, 

For if you should, O what will come of it! " 
Fourth Citizen: "Read the will; we'll hear it, 
Antony: You shall read us the will; Caesar's will." 
Antony: "Will you be patient? Will you stay awhile? 

I have o'ershot myself to tell you of it; 

I fear I wrong the honorable men 

Whose daggers have stabb'd Caesar, I do fear it." 

("Daggers" and "stabb'd" suggest cruel murder. 
Observe how cleverly Antony injects this suggestion 
into his speech, and observe, also, how quickly the 
mob catches its significance, because, unknown to the 
mob, Antony has carefully prepared their minds to 
receive this suggestion.) 

Fourth Citizen: "They were traitors, honorable men!" 

All: "The will! The testament!" 

Second Citizen: "They were villains, murderers; the 
will!" (Just what Antony would have said in the 
beginning, but he knew it would have a more 
desirable effect if he planted the thought in the 


in the minds of the mob and permitted them to say 
it themselves.) 
Antony: "You will compel me then to read the will? 
Then make a ring about the corpse of Caesar, 
And let me show you him that made the will. 
Shall I descend, and will you give me leave?" 

(This was the point at which Brutus should have 
begun to look for a back door through which to make 
his escape.) 

All: "Come down." 
Second Citizen: "Descend." 

Third Citizen: "Room for Antony, most noble An- 
Antony: "Nay, press not so upon me, stand far off." 

(He knew this command would make them want to 
draw nearer, which is what he wanted them to do.) 

All: "Stand back. Room." 

Antony: "If you have tears, prepare to shed them now. 

You all do know this mantle; I remember 

The first time ever Caesar put it on; 

'Twas on a summer's evening, in his tent, 

That day he overcame the Nervii; 

Look, in this place ran Cassius' dagger through; 

See what a rent the envious Casca made; 

Through this the well-beloved Brutus stabb'd; 

And as he plucked his cursed steel away, 

Mark how the blood of Caesar followed it, 

As rushing out of doors, to be resolved 

If Brutus so unkindly knock'd or no; 

For Brutus, as you know, was Caesar's angel; 

Judge, O you gods, how dearly Caesar loved him! 

This was the most unkindest cut of all; 


THE word educate has its 

roots in the Latin word 

educo," which means to 

educe, to draw out, to 

develop from within. The 

best educated man is the 

one whose mind has been 

the most highly 



For, when the noble Caesar saw him stab, 
Ingratitude, more strong than traitor's arms, 
Quite vanquish'd him; then burst his mighty 

And, in his mantle muffling up his face, 
Even at the base of Pompey's statua, 
Which all the while ran blood, great Caesar fell. 
O, what a fall was there, my countrymen! 
Then I, and you, and all of us fell down 
While bloody treason flourish'd over us. 
O, now you weep, and I perceive you feel 
The dint of pity; these are gracious drops. 
Kind soul, why weep you when you but behold 
Our Caesar's vesture wounded? Look you here; 
Here is himself, marr'd, as you see, with traitors." 

(Observe how Antony now uses the words 
"traitors" quite freely, because he knows that it is in 
harmony with that which is in the minds of the Roman 

First Citizen: "O piteous spectacle!" 
Second Citizen: "O woeful day!" 
Third Citizen: "O woeful day!" 
First Citizen: "O most bloody sight!" 
Second Citizen: "We will be revenged." 

(Had Brutus been a wise man instead of a 
braggart he would have been many miles from the 
scene by this tune.) 

All: "Revenge! About! Seek! Burn! Fire! Kill! Slay! 
Let not a traitor live!" 

(Here Antony takes the next step toward crystal- 
lizing the frenzy of the mob into action; but, clever 
salesman that he is, does not try to force this action.) 


Antony: "Stay, countrymen." 

First Citizen: "Peace there! Hear the noble Antony." 
Second Citizen: "We'll hear him, we'll follow him, 
we'll die with him." 

(From these words Antony knows that he has the 
mob with him. Observe how he takes advantage of this 
psychological moment - the moment for which all 
master salesmen wait.) 

Antony: "Good friends, sweet friends, let me not stir 
you up to such a sudden flood of mutiny. 
They that have done this deed are honorable. 
What private griefs they have, alas, I know not, 
That made them do it; they were wise and honor- 
And will, no doubt, with reasons answer you. 
I come not, friends, to steal away your hearts: 
I am no orator as Brutus is; 
But, as you know me all, a plain, blunt man, 
That love my friend; and that they know full well 
That gave me public leave to speak of him; 
For I have neither wit, nor words, nor worth, 
Action, nor utterance, nor the power of speech, 
To stir men's blood; I only speak right on; 
I tell you that which you yourselves do know; 
Show you sweet Caesar's wounds, poor, poor, 

dumb mouths. 
And bid them speak for me; but were I Brutus, 
And Brutus Antony, there an Antony 
Would ruffle up your spirits, and put a tongue 
In every wound of Caesar that should move 
The stones of Rome to rise and mutiny." 


All: "We'll mutiny." 

First Citizen: "We'll burn the house of Brutus." 
Third Citizen: "Away, then! Come, seek the con- 
Antony: "Yet hear me, countrymen; yet hear me 

speak! " 
All: "Peace, ho! Hear Antony. Most noble Antony!" 
Antony: "Why, friends, you go to do you know not 

Wherein hath Caesar thus deserved your love? 
Alas, you know not; I must tell you, then; 
You have forgot the will I told you of." 

(Antony is now ready to play his trump card; he 
is ready to reach his climax. Observe how well he has 
marshaled his suggestions, step by step, saving until 
the last his most important statement; the one on 
which he relied for action. In the great field of 
salesmanship and in public speaking many a man tries 
to reach this point too soon; tries to "rush" his 
audience or his prospective purchaser, and thereby 
loses his appeal.) 

All: "Most true; the will! Let's stay and hear the will." 

Antony: "Here is the will, and under Caesar's seal. 
To every Roman citizen he gives, 
To every several man, seventy-five drachmas." 

Second Citizen: "Most noble Caesar! we'll revenge his 

Third Citizen: "O royal Caesar!" 

Antony: "Hear me with patience." 

All: "Peace, ho! " 

Antony: "Moreover, he hath left you all his walks, 


His private arbors and new planted orchards, 
On this side Tiber; he hath left them you, 
And to your heirs forever; common pleasures, 
To walk abroad and recreate yourself. 
Here was a Caesar! When comes such another?" 

First Citizen: "Never, never. Come, away, away! 
We'll burn his body in the holy place, 
And with the brands fire the traitors' houses. 
Take up the body." 

Second Citizen: "Go fetch fire." 

Third Citizen: "Pluck down benches." 

Fourth Citizen: "Pluck down forms, windows, any- 

And that was Brutus' finish! 

He lost his case because he lacked the personality 
and the good judgment with which to present his 
argument from the viewpoint of the Roman mob, as 
Mark Antony did. His whole attitude clearly indicated 
that he thought pretty well of himself; that he was 
proud of his deed. We have all seen people, in this day 
and time, who somewhat resemble Brutus in this 
respect, but, if we observe closely, we notice that they 
do not accomplish very much. 

Suppose that Mark Antony had mounted the 
platform in a "strutting" attitude, and had begun his 
speech in this wise: 

"Now let me tell you Romans something about 
this man Brutus - he is a murderer at heart and - " he 
would have gone no further, for the mob would have 
howled him down. 

Clever salesman and practical psychologist that 
he was, Mark Antony so presented his case that it ap- 


peared not to be his own idea at all, but that of the 
Roman mob, itself. 

Go back to the lesson on initiative and leadership 
and read it again, and as you read, compare the 
psychology of it with that of Mark Antony's speech. 
Observe how the "you" and not "/" attitude toward 
others was emphasized. Observe, if you please, how 
this same point is emphasized throughout this course, 
and especially in Lesson Seven, on enthusiasm. 

Shakespeare was, by far, the most able 
psychologist and writer known to civilization; for that 
reason, all of his writings are based upon unerring 
knowledge of the human mind. Throughout this 
speech, which he placed in the mouth of Mark Antony, 
you will observe how carefully he assumed the "you" 
attitude; so carefully that the Roman mob was sure 
that its decision was of its own making. 

I must call your attention, however, to the fact 
that Mark Antony's appeal to the self-interest of the 
Roman mob was of the crafty type, and was based 
upon the stealth with which dishonest men often make 
use of this principle in appealing to the cupidity and 
avarice of their victims. While Mark Antony displayed 
evidence of great self-control in being able to assume, 
at the beginning of his speech, an attitude toward 
Brutus that was not real, at the same time it is obvious 
that his entire appeal was based upon his knowledge 
of how to influence the minds of the Roman mob, 
through flattery. 

The two letters reproduced in Lesson Seven, of 
this course, illustrate, in a very concrete way, the 
value of the "you" and the fatality of the "I" appeal. 
Go back and read these letters again and observe how 


I HAVE great wealth 

that can never be taken 

away from me; that I 
can never squander; 
that cannot be lost by 
declining stocks or bad 

investments; I have the 

wealth of contentment 

with my lot in life. 


the more successful of the two follows closely the 
Mark Antony appeal, while the other one is based 
upon an appeal of just the opposite nature. Whether 
you are writing a sales letter, or preaching a sermon 
or writing an advertisement, or a book, you will do 
well to follow the same principles employed by Mark 
Antony in his famous speech. 

Now let us turn our attention to the study of ways 
and means through which one may develop a pleasing 

Let us start with the first essential, which is 
character, for no one may have a pleasing personality 
without the foundation of a sound, positive character. 
Through the principle of telepathy you "telegraph" the 
nature of your character to those with whom you come 
in contact, which is responsible for what you have 
often called an "intuitive" feeling that the person 
whom you had just met, but about whom you did not 
know very much, was not trustworthy. 

You may embellish yourself with clothes of the 
neatest and latest design, and conduct yourself in a 
most pleasing manner as far as outside appearances 
go; but if there is greed, and envy, and hatred, and 
jealousy, and avarice, and selfishness in your heart, 
you will never attract any, except those characters 
which harmonize with your own. Like attracts like, 
and you may be sure, therefore, that those who are 
attracted to you are those whose inward natures 
parallel your own. 

You may embellish yourself with an artificial 
smile that belies your feelings, and you may practice 
the art of hand-shaking so that you can imitate, 
perfectly, the band-shake of the person who is an 


adept at this art, but, if these outward manifestations 
of an attractive personality lack that vital factor 
called earnestness of purpose they will repel instead 
of attract. 

How, then, may one build character? 

The first step in character building is rigid self- 

In both 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; but I repeat it here, as it is based upon a 
principle that will bear much repetition, as follows: 

First: Select those whose characters were made 
up of the qualities which you wish to build into your 
own character, and then proceed, in the manner 
described in Lesson Two, to appropriate these 
qualities, through the aid of Auto-suggestion. Create, 
in your imagination, a council table and gather your 
characters around it each night, first having written 
out a clear, concise statement of the particular 
qualities that you wish to appropriate from each. Then 
proceed to affirm or suggest to yourself, in outspoken, 
audible words, that you are developing the desired 
qualities in yourself. As you do this close your eyes 
and see, in your imagination, the figures seated 
around your imaginary table, in the manner described 
in Lesson Two. 

Second: Through the principles described in 
Lesson Eight, on self-control, control your thoughts 
and keep your mind vitalized with thoughts of a 
positive nature. Let the dominating thought of your 
mind be a picture of the person that you intend to be: 
the person that you are deliberately building, through 
this procedure. At least a dozen times a day, when you 
have a few minutes to yourself, shut your eyes and 


direct your thoughts to the figures which you have 
selected to sit at your imaginary council table; and 
feel, with a faith that knows NO LIMITATION, that 
you are actually growing to resemble in character 
those figures of your choice. 

Third: Find at least one person each day, and 
more if possible, in whom you see some good quality 
that is worthy of praise, and praise it. Remember, 
however, that this praise must not be in the nature of 
cheap, insincere flattery; it must be genuine. Speak 
your words of praise with such earnestness that they 
will impress those to whom you speak; then watch 
what happens. You will have rendered those whom 
you praise a decided benefit of great value to them; 
and, you will have gone just one more step in the 
direction of developing the habit of looking for and 
finding the good qualities in others. I cannot 
overemphasize the far-reaching effects of this habit of 
praising, openly and enthusiastically, the good 
qualities in others; for this habit 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 
qualities that you see in them. Your success in the 
application of this formula will be in exact proportion 
to your faith in its soundness. 

I do not merely believe that it is sound - / know 
that it is - and the reason I know is that I have used it 
successfully and I have also taught others how to use 
it successfully; therefore, I have a right to promise 
you that you can use it with equal success. 

Furthermore, you can, with the aid of this 


formula, develop an attractive personality so speedily 
that you will surprise all who know you. The 
development of such a personality is entirely within 
your own control, a fact which gives you a tremendous 
advantage and at the same time places upon you the 
responsibility if you fail or neglect to exercise your 

I now wish to direct your attention to the reason 
for speaking, aloud, the affirmation that you are 
developing the desired qualities which you have 
selected as the materials out of which to develop an 
attractive personality. 

This procedure has two desirable effects; namely- 

First: It sets into motion the vibration through 
which the thought back of your words reaches and 
imbeds itself in your sub-conscious mind, where it 
takes root and grows until it becomes a great moving 
force in your outward, physical activities, leading in 
the direction of transformation of the thought into 

Second: It develops in you the ability to speak 
with force and conviction which will lead, finally, to 
great ability as a public speaker. No matter what your 
calling in life may be, you should be able to stand 
upon your feet and speak convincingly, as this is one 
of the most effective ways of developing an attractive 

Put feeling and emotion into your words as you 
speak, and develop a deep, rich tone of voice. If your 
voice is inclined to be high pitched, tone it down until 
it is soft and pleasing. You can never express an 
attractive personality, to best advantage, through a 
harsh or shrill voice. You must cultivate your voice 
until it becomes rhythmical and pleasing to the ear. 


Remember that speech is the chief method of 
expressing your personality, and for this reason it is 
to your advantage to cultivate a style that is both 
forceful and pleasing. 

I do not recall a single outstanding attractive 
personality that was not made up, in part, of ability to 
speak with force and conviction. Study the prominent 
men and women of today, wherever you find them, and 
observe the significant fact that the more prominent 
they are the more efficient are they in speaking 

Study the outstanding figures of the past in 
politics and statesmanship and observe that the most 
successful ones were those who were noted for their 
ability to speak with force and conviction. 

In the field of business, industry and finance it 
seems significant, also, that the most prominent 
leaders are men and women who are able public 

In fact no one may hope to become a prominent 
leader in any noteworthy undertaking without 
developing the ability to speak with forcefulness that 
carries conviction. While the salesman may never 
deliver a public address, he will profit, nevertheless, 
if he develops the ability to do so, because this ability 
increases his power to talk convincingly in ordinary 

Let us now summarize the chief factors which 
enter into the development of an attractive 
personality, as follows: 

First: Form the habit of interesting yourself in 
other people; and make it your business to find their 
good qualities and speak of them in terms of praise. 

Second: Develop the ability to speak with force 



mainspring of the 
soul. Keep it wound 
up and you will never 
be without power to 
get what you actually 



and conviction, both in your ordinary conversational 
tones and before public gatherings, where you must 
use more volume. 

Third: Clothe yourself in a style that is becoming 
to your physical build and the work in which you are 

Fourth: Develop a positive character, through the 
aid of the formula outlined in this lesson. 

Fifth: Learn how to shake hands so that you 
express warmth of feeling and enthusiasm through this 
form of greeting. 

Sixth: Attract other people to you by first 
"attracting yourself" to them. 

Seventh: Remember that your only limitation, 
within reason, is the one which YOU set up in YOUR 
OWN mind. 

These seven points cover the most important 
factors that enter into the development of an 
attractive personality, but it seems hardly necessary 
to suggest that such a personality will not develop of 
its own accord. It will develop, if you submit yourself 
to the discipline herein described, with a firm 
determination to transform yourself into the person 
that you would like to be. 

As I study this list of seven important factors that 
enter into the development of an attractive personality 
I feel moved to direct your attention to the second and 
the fourth as being the most important. 

If you will cultivate those finer thoughts, and 
feelings, and actions, out of which a positive 
character is built, and then learn to express yourself 
with force and conviction, you will have developed an 
attractive personality, for it will be seen that out of 


this attainment will come the other qualities here 

There is a great power of attraction back of the 
person who has a positive character, and this power 
expresses itself through unseen as well as visible 
sources. The moment you come within speaking 
distance of such a person, even though not a word is 
spoken, the influence of the "unseen power within" 
makes itself felt. 

Every "shady" transaction in which you engage, 
every negative thought that you think, and every 
destructive act in which you indulge, destroys just so 
much of that "subtle something" within you that is 
known as character. 

"There is full confession in the glances of our 
eyes; in our smiles; in salutations; in the grasp of the 
hands. His sin bedaubs him, mars all his good 
impression. Men know not why they do not trust him, 
but they do not trust him. His vice glasses his eye, 
demeans his cheek, pinches the nose, sets the mark of 
beast on the back of the head, and writes, 'O fool! 
fool! ' on the forehead of a king." (Emerson.) 

I would direct your attention, now, to the first of 
the seven factors that enter into the development of an 
attractive personality. You have observed that all 
through this lesson I have gone into lengthy detail to 
show the material advantages of being agreeable to 
other people. 

However, the biggest advantage of all lies, not in 
the possibility of monetary or material gain which this 
habit offers, but in the beautifying effect that it has 
upon the character of all who practice it. 

Acquire the habit of making yourself agreeable 
and you profit both materially and mentally; for you 


will never be as happy in any other way as you will be 
when you know that you are making others happy. 

Remove the chips from your shoulders and quit 
challenging men to engage you in useless arguments! 
Remove the smoked glasses through which you see 
what you believe to be the "blueness" of life and 
behold the shining sunlight of friendliness in its stead. 
Throw away your hammer and quit knocking, for 
surely you must know that the big prizes of life go to 
the builders and not the destroyers. 

The man who builds a house is an artist; the man 
who tears it down is a junkman. If you are a person 
with a grievance the world will listen to your vitriolic 
"ravings," providing it does not "see you coming"; 
but, if you are a person with a message of friendliness 
and optimism, it will listen because it wishes to do so. 

No person with a grievance can be also a person 
with an attractive personality! 

The art of being agreeable - 

- Just that one simple trait - 

is the very foundation of all successful 

I drive my automobile five miles into the 
outskirts of the city to purchase gasoline which I 
could procure within two blocks of my own garage 

Because the man who runs the filling station is an 
artist; he makes it his business to be agreeable. I go 
there, not because he has cheaper gasoline, but 
because I enjoy the vitalizing effect of his attractive 

Fiftieth Street and Broadway, in New York, not 


because I cannot find other good shoes at the same 
price, but for the reason that Mr. Cobb, the manager 
of that particular Regal Store, has an attractive 
personality. While he is fitting me with shoes, he 
makes it his business to talk to me on subjects which 
he knows to be close to my heart. 

I do my banking at the Harriman National Bank, 
at Forty-fourth Street and Fifth Avenue, not because 
there are not scores of other good banks much nearer 
my place of business; but for the reason that the 
tellers, and the cashiers, and the lobby detective, and 
Mr. Harriman, and all of the others, with whom I come 
in contact, make it their business to be agreeable. My 
account is small but they receive me as though it were 

I greatly admire John D. Rockefeller, Jr., not 
because he is the son of one of the world's richest 
men; but for the better reason that he, too, has 
acquired the art of being agreeable. 

In the little city of Lancaster, Pennsylvania, lives 
M. T. Garvin, a very successful merchant whom I 
would travel hundreds of miles to visit, not because he 
is a wealthy merchant, but for the reason that he 
makes it his business to be agreeable. However, I 
have no doubt that his material success is closely 
related to this noble art of affability which he has 

I have in my vest pocket a Parker fountain pen, 
and my wife and children have pens of the same 
brand, not because there are not other good fountain 
pens, but for the reason that / have been attracted to 
George S. Parker on account of his habit of being 


My wife takes the Ladies' Home journal, not 
because there are not other good magazines of a 
similar nature, but for the reason that we became 
attracted to the journal several years ago, while 
Edward Bok was its editor, because he had acquired 
the art of being agreeable. 

ye struggling pilgrims, who are searching for 
the rainbow's end; ye drawers of water and hewers of 
wood, tarry for a moment by the wayside and learn a 
lesson from the successful men and women who have 
succeeded because they acquired the art of - being 

You can win, for a time, through ruthlessness and 
stealth; you can garner in more of this world's goods 
than you will need, by sheer force and shrewd 
strategy, without taking the time or going to the 
trouble of being agreeable; but, 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. 

1 never think of power and position and wealth 
that was attained by force, without feeling, very 
deeply, the sentiment expressed by a man whose name 
I dare not mention, as he stood at the tomb of 

"A little while ago I stood by the grave of the old 
Napoleon - a magnificent tomb of gilt and gold, fit 
almost for a deity dead - and gazed upon the 
sarcophagus of rare and nameless marble, where rest 
at last the ashes of that restless man. I leaned over the 
balustrade and thought about the career of the greatest 
soldier of the modem world. I saw him at Toulon. I 
saw him walking upon the banks of the Seine 
contemplating suicide. I saw him putting down the 


NO man has the right to 
strain the relationship 
of friendly acquaintance 
to the breaking point by 
asking or expecting of a 
friend that which might 
prove to be a burden to 

the friend. 


mob in the streets of Paris. I saw him at the head of 
the army in Italy. I saw him crossing the bridge at 
Lodi with the tri-color in his hand. I saw him in 
Egypt, in the shadows of the pyramids; I saw him 
conquer the Alps and mingle the eagles of France with 
the eagles of the crags. I saw him at Marengo, at Ulm 
and at Austerlitz. I saw him in Russia, when the 
infantry of the snow and the cavalry of the wild blast 
scattered his legions like winter's withered leaves. I 
saw him at Leipsic in defeat and disaster - driven by a 
million bayonets back upon Paris - clutched like a 
wild beast - banished to Elba. I saw him escape and 
re-take an empire by the force of his genius. I saw him 
upon the frightful field of Waterloo, where chance and 
fate combined to wreck the fortunes of their former 
king. And I saw him at St. Helena, with his hands 
crossed behind him, gazing out upon the sad and 
solemn sea. 

"I thought of the widows and orphans he had 
made, of the tears that had been shed for his glory, 
and of the only woman who ever loved him, pushed 
from his heart by the cold hand of ambition. And I 
said I would rather have been a French peasant and 
worn wooden shoes; I would rather have lived in a hut 
with a vine growing over the door, and the grapes 
growing purple in the amorous kisses of the autumn 
sun; I would rather have been that poor peasant, with 
my wife by my side knitting as the day died out of the 
sky, with my children upon my knees and their arms 
about me; I would rather have been this man and gone 
down to the tongueless silence of the dreamless dust, 
than to have been that imperial personation of force 
and murder, known as Napoleon the Great." 


I leave with you, as a fitting climax for this 
lesson, the thought of this deathless dissertation on a 
man who lived by the sword of force and died an 
ignominious death, an outcast in the eyes of his fellow 
men; a sore to the memory of civilization; a failure 
because - 

He did not acquire the art of being agreeable! 
Because he could not or would not subordinate "self" 
for the good of his followers. 


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y Teaching, for the First Time in the y 
History of the World, the True Philos- 
ophy upon which all Personal Success 

* is Built. * 

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by n 










Copyright, 1928, by 

Printed in the U.S.A. 

Lesson Eleven 


IT is pardonable to tell 
your friends, by tact- 
ful suggestion, of your 
needs, but take care 
not to ask them 
outright for assistance 
if you would retain 
their friendship. 


Lesson Eleven 

"You Can Do It if You Believe You Can!" 

THIS is at one and the same time the most important, 
the most interesting and the most difficult to present 
lesson of this entire course on the Law of Success. 

It is important because it deals with a principle 
which runs through the entire course. It is interesting 
for the same reason. It is difficult to present for the 
reason that it will carry the average student far 
beyond the boundary