Book
Description
Here are money-making secets that
can change your life. Inspired by Andrew Carnegie's magic formula for
success, this book will teach you the secrets that will bring you a
fortune. It will show you not only what to do but how to do it. Once
you learn and apply the simple, basic techniques revealed here, you
will have mastered the secret of true and lasting success. And you may
have whatever you want in life
From the Author
In every chapter of this book,
mention has been made of the
money-making secret which has made fortunes for hundreds of exceedingly
wealthy men whom I have carefully analyzed over a long period of years.
The secret was brought to my
attention
by Andrew Carnegie, more than
half a century ago. the canny, lovable old Scotsman carelessly tossed
it into my mind, when I was but a boy. Then he sat back in his chair,
with a merry twinkle in his eyes, and watched carefully to see if I had
brains enough to understand the full significance of what he had said
to me.
When he saw that I had grasped
the
idea, he asked if I would be
willing to spend twenty years or more preparing myself to take it to
the world, to men and women who, without the secret, might go through
life as failures. I said I would, and with Mr. Carnegie's cooperation,
I have kept my promise. Napoleon Hill, 1928
How
to overcome failure and achieve success
Everything man creates or
acquires,
begins in the form of DESIRE, desire is taken on the first lap of its
journey, from the abstract to the concrete, into the workshop of the
IMAGINATION, where PLANS for its transition are created and organized.
The formation of a DEFINITE, practical plan, or plans, through which
this transformation may be made is a very important step. You will now
be instructed how to build plans which will be practical:
A. Ally yourself with a group of
as
many people as you may need for the creation, and carrying out of your
plan, or plans for the accumulation of money--making use of the "Master
Mind" principle. (Compliance with this instruction is absolutely
essential. Do not neglect it.)
B. Before forming your "Master Mind" alliance, decide what advantages,
and benefits, you may offer the individual members of your group, in
return for their cooperation. No one will work indefinitely without
some form of compensation. No intelligent person will either request or
expect another to work without adequate compensation, although this may
not always be in the form of money.
C. Arrange to meet with the members of your "Master Mind" group at
least twice a week, and more often if possible, until you have jointly
perfected the necessary plan, or plans for the accumulation of money.
D. Maintain PERFECT HARMONY
between
yourself and every member of your "Master Mind" group. If you fail to
carry out this instruction to the letter, you may expect to meet with
failure. The "Master Mind" principle cannot obtain where PERFECT
HARMONY does not prevail.
Keep in mind these facts:--
First.
You are engaged in an undertaking
of
major importance to you. To be sure of success, you must have plans
which are faultless.
Second.
You must have the advantage of
the
experience, education, native ability and imagination of other minds.
This is in harmony with the methods followed by every person who has
accumulated a great fortune. No individual has sufficient experience,
education, native ability, and knowledge to insure the accumulation of
a great fortune, without the cooperation of other people. Every plan
you adopt, in your endeavor to accumulate wealth, should be the joint
creation of yourself and every other member of your "Master Mind"
group. You may originate your own plans, either in whole or in part,
but SEE THAT THOSE PLANS ARE CHECKED, AND APPROVED BY THE MEMBERS OF
YOUR "MASTER MIND" ALLIANCE.
If the first plan which you adopt
does
not work successfully, replace it with a new plan, if this new plan
fails to work, replace it, in turn with still another, and so on, until
you find a plan which DOES WORK. Right here is the point at which the
majority of men meet with failure, because of their lack of PERSISTENCE
in creating new plans to take the place of those which fail.
The most intelligent man living
cannot
succeed in accumulating money--nor in any other undertaking--without
plans which are practical and workable. Just keep this fact in mind,
and remember when your plans fail, that temporary defeat is not
permanent failure. It may only mean that your plans have not been
sound. Build other plans. Start all over again. Thomas A. Edison
"failed" 10,000 times before he perfected the incandescent electric
light bulb. That is--he met with temporary defeat ten thousand times,
before his efforts were crowned with success.
A Sound Plan
Temporary defeat should mean only
one
thing, the certain knowledge that there is something wrong with your
plan. Millions of men go through life in misery and poverty, because
they lack a sound plan through which to accumulate a fortune. Henry
Ford accumulated a fortune, not because of his superior mind, but
because he adopted and followed a PLAN which proved to be sound. A
thousand men could be pointed out, each with a better education than
Ford's, yet each of whom lives in poverty, because he does not possess
the RIGHT plan for the accumulation of money.
Your achievement can be no
greater than
your PLANS are sound. That may seem to be an axiomatic statement, but
it is true. Samuel Insull lost his fortune of over one hundred million
dollars. The Insull fortune was built on plans which were sound. The
business depression forced Mr. Insull to
CHANGE HIS PLANS; and the CHANGE
brought "temporary defeat," because his new plans were NOT SOUND. Mr.
Insull is now an old man, he may, consequently, accept "failure"
instead of "temporary defeat," but if his experience turns out to be
FAILURE, it will be for the reason that he lacks the fire of
PERSISTENCE to rebuild his plans.
Temporary Defeat
No man is ever whipped, until he QUITS--in his own
mind.
This fact will be repeated many times, because it is so easy to "take
the count" at the first sign of defeat.
James J. Hill met with temporary defeat when he first endeavored to
raise the necessary capital to build a railroad from the East to the
West, but he, too turned defeat into victory through new plans.
Henry Ford met with temporary
defeat,
not only at the beginning of his automobile career, but after he had
gone far toward the top. He created new plans, and went marching on to
financial victory.
We see men who have accumulated
great
fortunes, but we often recognize only their triumph, overlooking the
temporary defeats which they had to surmount before arriving.
NO FOLLOWER OF THIS PHILOSOPHY
CAN
REASONABLY EXPECT TO ACCUMULATE A FORTUNE WITHOUT EXPERIENCING
"TEMPORARY DEFEAT."
When defeat comes, accept it as a
signal that your plans are not sound, rebuild those plans, and set sail
once more toward your coveted goal. If you give up before your goal has
been reached, you are a "quitter."
A QUITTER NEVER WINS-AND--A
WINNER
NEVER QUITS.
Lift this sentence out, write it
on a
piece of paper in letters an inch high, and place it where you will see
it every night before you go to sleep, and
every morning before you go to work.
When you begin to select members
for
your "Master Mind" group, endeavor to select those who do not take
defeat seriously. Some people foolishly believe that only MONEY can
make money. This is not true! DESIRE, transmuted into its monetary
equivalent, through the principles laid down here, is the agency
through which money is "made." Money, of itself, is nothing but inert
matter. It cannot move, think, or talk, but it can "hear" when a man
who DESIRES it, calls it to come!
Planning The Sale Of Services
The remainder of this book has been given over to a
description of ways and means of marketing personal services. The
information here conveyed will be of practical help to any person
having any form of personal services to market, but it will be of
priceless benefit to those who aspire to leadership in their chosen
occupations.
Intelligent planning is essential
for
success in any undertaking designed to accumulate riches. Here will be
found detailed instructions to those who must begin the accumulation of
riches by selling personal services. It should be encouraging to know
that practically all the great fortunes began in the form of
compensation for personal services, or from the sale of IDEAS. What
else, except ideas and personal services, would one not possessed of
property have to give in return for riches?
Broadly speaking, there are 2
types of
people in the world. One type is known as LEADERS, and the other as
FOLLOWERS. Decide at the outset whether you intend to become a leader
in your chosen calling, or remain a follower. The difference in
compensation is vast. The follower cannot reasonably expect the
compensation to which a leader is entitled, although many followers
make the mistake of expecting such pay.
Intelligent Followers
It is no disgrace to be a
follower. On
the other hand, it is no credit to remain a follower. Most great
leaders began in the capacity of followers. They became great leaders
because they were INTELLIGENT FOLLOWERS. With few exceptions, the man
who cannot follow a leader intelligently, cannot become an efficient
leader. The man who can follow a leader most efficiently, is usually
the man who develops into leadership most rapidly.
An intelligent follower has many
advantages, among them the OPPORTUNITY TO ACQUIRE KNOWLEDGE FROM HIS
LEADER.
The major attributes of leadership
The following are important
factors of
leadership:--
1. UNWAVERING COURAGE based upon
knowledge of self, and of one's occupation. No follower wishes to be
dominated by a leader who lacks self- confidence and courage. No
intelligent follower will be dominated by such a leader very long.
2. SELF-CONTROL. The man who
cannot
control himself, can never control others. Self-control sets a mighty
example for one's followers, which the more intelligent will emulate.
3. A KEEN SENSE OF JUSTICE.
Without a
sense of fairness and justice, no leader can command and retain the
respect of his followers.
4. DEFINITENESS OF DECISION. The
man
who wavers in his decisions, shows that he is not sure of himself. He
cannot lead others successfully.
5. DEFINITENESS OF PLANS. The
successful leader must plan his work, and work his plan. A leader who
moves by guesswork, without practical, definite plans, is comparable to
a ship without a rudder. Sooner or later he will land on the rocks.
6. THE HABIT OF DOING MORE THAN
PAID
FOR. One of the penalties of leadership is the necessity of
willingness, upon the part of the leader, to do more than he requires
of his followers.
7. A PLEASING PERSONALITY. No slovenly, careless person can become a
successful leader. Leadership calls for respect. Followers will not
respect a leader who does not grade high on all of the factors of a
Pleasing Personality.
8. SYMPATHY AND UNDERSTANDING.
The
successful leader must be in sympathy with his followers. Moreover, he
must understand them and their problems.
9. MASTERY OF DETAIL. Successful
leadership calls for mastery of details of the leader's position.
10. WILLINGNESS TO ASSUME FULL
RESPONSIBILITY. The successful leader must be willing to assume
responsibility for the mistakes and the shortcomings of his followers.
If he tries to shift this responsibility, he will not remain the
leader. If one of his followers makes a mistake, and shows himself
incompetent, the leader must consider that it is he who failed.
11. COOPERATION. The successful
leader
must understand, and apply the principle of cooperative effort and be
able to induce his followers to do the same. Leadership calls for
POWER, and power calls for COOPERATION.
Leadership By
Consent Or By Force
There are 2 forms of Leadership. The first, and by far
the
most effective, is LEADERSHIP BY CONSENT of, and with the sympathy of
the followers.
The second is LEADERSHIP BY
FORCE,
without the consent and sympathy of the followers.
History is filled with evidences
that
Leadership by Force cannot endure. The downfall and disappearance of
"Dictators" and kings is significant. It means that people will not
follow forced leadership indefinitely. The world has just entered a new
era of relationship between leaders and followers, which very clearly
calls for new leaders, and a new brand of leadership in business and
industry. Those who belong to the old school of leadership-by-force,
must acquire an understanding of the new brand of leadership
(cooperation) or be relegated to the rank and file of the followers.
There is no other way out for them.
The relationship of employer and
employee, or of leader and follower, in the future, will be one of
mutual cooperation, based upon an equitable division of the profits of
business. In the future, the relationship of employer and employee will
be more like a partnership than it has been in the past.
Napoleon, Kaiser Wilhelm of
Germany,
the Czar of Russia, and the King of Spain were examples of leadership
by force. Their leadership passed. without much difficulty, one might
point to the prototypes of these ex-leaders, among the business,
financial, and labor leaders of America who have been dethroned or
slated to go. Leadership-by-consent of the followers is the only brand
which can endure! Men may follow the forced leadership temporarily, but
they will not do so
willingly.
The new brand of LEADERSHIP will
embrace the eleven factors of leadership, described in this book, as
well as some other factors. The man who makes these the basis of his
leadership, will find abundant opportunity to lead in any walk of life.
The depression was prolonged, largely, because the worldlacked
LEADERSHIP of the new brand. At the end of the depression, the demand
for leaders who are competent to apply the new methods of leadership
has greatly exceeded the supply.
Some of the old type of leaders
will
reform and adapt themselves to the new brand of leadership, but
generally speaking, the world will have to look for new timber for its
leadership. This necessity may be your OPPORTUNITY!
The 10 major causes of failure in leadership
We come now to the major faults of leaders who fail, because
it is
just as essential to know WHAT NOT TO DO as it is to know what to do.
1. INABILITY TO ORGANIZE DETAILS.
Efficient leadership calls for
ability
to organize and to master details. No genuine leader is ever "too busy"
to do anything which may be required of him in his capacity as leader.
When a man, whether he is a leader or follower, admits that he is "too
busy" to change his plans, or to give attention to any emergency, he
admits his inefficiency. The successful leader must be the master of
all details connected with his position. That means, of course, that he
must acquire the habit of relegating details to capable lieutenants.
2. UNWILLINGNESS TO RENDER HUMBLE
SERVICE.
Truly great leaders are willing,
when
occasion demands, to perform any sort of labor which they would ask
another to perform. "The greatest among ye shall be
the servant of all" is a truth which all able leaders observe and
respect.
3. EXPECTATION OF PAY FOR WHAT
THEY
"KNOW" INSTEAD OF WHAT THEY DO WITH THAT WHICH THEY KNOW.
The world does not pay men for
that
which they "know." It pays them for what they DO, or induce others to
do.
4. FEAR OF COMPETITION FROM
FOLLOWERS.
The leader who fears that one of
his
followers may take his position is practically sure to realize that
fear sooner or later. The able leader trains understudies to whom he
may delegate, at will, any of the details of his position. Only in this
way may a leader multiply himself and prepare himself to be at many
places, and give attention to many things at one time.
It is an eternal truth that men
receive
more pay for their ABILITY TO GET OTHERS TO PERFORM, than they could
possibly earn by their own efforts. An efficient leader may, through
his knowledge of his job and the magnetism of his personality, greatly
increase the efficiency of others, and induce them to render more
service and better service than they could render without his aid.
5. LACK OF IMAGINATION.
Without imagination, the leader
is
incapable of meeting emergencies, and of creating plans by which to
guide his followers efficiently.
6. SELFISHNESS.
The leader who claims all the
honor for
the work of his followers, is sure to be met by resentment. The really
great leader CLAIMS NONE OF THE HONORS. He is contented to see the
honors, when there are any, go to his followers, because he knows that
most men will work harder for commendation and recognition than they
will for money alone.
7. INTEMPERANCE.
Followers do not respect an
intemperate
leader. Moreover, intemperance in any of its various forms, destroys
the endurance
and the vitality of all who indulge in it.
8. DISLOYALTY.
Perhaps this should have come at
the
head of the list. The leader who is not loyal to his trust, and to his
associates, those above him, and those below him, cannot long maintain
his leadership. Disloyalty marks one as being less than the dust of the
earth, and brings down on one's head the contempt he deserves. Lack of
loyalty is one of the major causes of failure in every walk of life.
9. EMPHASIS OF THE "AUTHORITY" OF LEADERSHIP.
The efficient leader leads by
encouraging, and not by trying to instill fear in the hearts of his
followers. The leader who tries to impress his followers with his
"authority" comes within the category of leadership through FORCE. If a
leader is a REAL LEADER, he will have no need to advertise that fact
except by his conduct--his sympathy, understanding, fairness, and a
demonstration that he knows his job.
10. EMPHASIS OF TITLE.
The competent leader requires no
"title" to give him the respect of his followers. The man who makes too
much over his title generally has little else to emphasize. The doors
to the office of the real leader are open to all who wish to enter, and
his working quarters are free from formality or ostentation.
These are among the more common
of the
causes of failure in leadership. Any one of these faults is sufficient
to induce failure. Study the list carefully
if you aspire to leadership, and make sure that you are free of these
faults.
Some fertile fields in which "new leadership" will be required
Before leaving this book, your
attention is called to a few of the fertile fields in which there has
been a decline of leadership, and in which the new type of leader may
find an abundance of OPPORTUNITY.
1. In the field of politics there
is a
most insistent demand for new leaders; a demand which indicates nothing
less than an emergency. The majority of politicians have, seemingly,
become high-grade, legalized racketeers. They have increased taxes and
debauched the machinery of industry and business until the people can
no longer stand the burden.
2. The banking business is
undergoing a
reform. The leaders in this field have almost entirely lost the
confidence of the public. Already the bankers have sensed the need of
reform, and they have begun it.
3. Industry calls for new
leaders. The
old type of leaders thought and moved in terms of dividends instead of
thinking and moving in terms of human equations! The future leader in
industry, to endure, must regard himself as a quasi-public official
whose duty it is to manage his trust in such a way that it will work
hardship on no individual, or group of individuals. Exploitation of
working men is a thing of the past. Let the man who aspires to
leadership in the field of business, industry, and labor remember this.
4. The religious leader of the
future
will be forced to give more attention to the temporal needs of his
followers, in the solution of their economic and personal problems of
the present, and less attention to the dead past, and the yet unborn
future.
5. In the professions of law,
medicine,
and education, a new brand of leadership, and to some extent, new
leaders will become a necessity. This is especially true in the field
of education. The leader in that field must, in the future, find ways
and means of teaching people HOW TO APPLY the knowledge they receive in
school. He must deal more with PRACTICE and less with THEORY.
6. New leaders will be required
in the
field of Journalism. Newspapers of the future, to be conducted
successfully, must be divorced from "special privilege" and relieved
from the subsidy of advertising. They must cease to be organs of
propaganda for the interests which patronize their advertising columns.
The type of newspaper which publishes scandal and lewd pictures will
eventually go the way of all forces which debauch the human mind.
These are but a few of the fields
in
which opportunities for new leaders and a new brand of leadership are
now available. The world is undergoing a rapid change. This means that
the media through which the changes in human habits are promoted, must
be adapted to the changes. The media here described, are the ones
which, more than any others, determine the trend of civilization.
When and how to apply for a position
The information described here is the net result of
many
years of experience during which thousands of men and women were helped
to market their services effectively. It can, therefore, be relied upon
as sound and practical. MEDIA THROUGH WHICH SERVICES MAY BE MARKETED
Experience has proved that the following media offer the most direct
and effective methods of bringing the buyer and seller of personal
services together.
1. EMPLOYMENT BUREAUS. Care must
be
taken to select only reputable bureaus, the management of which can
show adequate records of achievement of satisfactory results. There are
comparatively few such
bureaus.
2. ADVERTISING in newspapers,
trade
journals, magazines, and radio. Classified advertising may usually be
relied upon to produce satisfactory results in the case of those who
apply for clerical or ordinary salaried positions. Display advertising
is more desirable in the case of those who seek executive connections,
the copy to appear in the section of the paper which is most apt to
come to the attention of the class of employer being sought. The copy
should be prepared by an expert, who understands how toinject
sufficient selling qualities to produce replies.
3. PERSONAL LETTERS OF
APPLICATION,
directed to particular firms or individuals most apt to need such
services as are being offered. Letters should be neatly typed, ALWAYS,
and signed by hand. With the letter, should be sent a complete "brief"
or outline of the applicant's qualifications. Both the letter of
application and the brief of experience or qualifications should be
prepared by an expert. (See instructions as to information to be
supplied).
4. APPLICATION THROUGH PERSONAL ACQUAINTANCES. When possible, the
applicant should endeavor to approach prospective employers through
some mutual acquaintance. This method of approach is particularly
advantageous in the case of those who seek executive connections and do
not wish to appear to be "peddling" themselves.
5. APPLICATION IN PERSON. In some
instances, it may be more effective if the applicant offers personally,
his services to prospective employers, in which event a complete
written statement of qualifications for the position should be
presented, for the reason that prospective employers often wish to
discuss with associates, one's record.
Information to be supplied in a written
"brief"
This brief should be prepared as
carefully as a lawyer would prepare the brief of a case to be tried m
court. Unless the applicant is experienced in the preparation of such
briefs, an expert should be consulted, and his services enlisted for
this purpose. Successful merchants employ men and women who understand
the art and the psychology of advertising to present the merits of
their merchandise. One who has personal services for sale should do the
same. The following information should appear in the brief:
1. Education. State briefly, but
definitely, what schooling you have had, and in what subjects you
specialized in school, giving the reasons for that specialization.
2. Experience. If you have had experience in connection with positions
similar to the one you seek, describe it fully, state names and
addresses of former employers. Be sure to bring out clearly any special
experience you may have had which would equip you to fill the position
you seek.
3. References. Practically every
business firm desires to know all about the previous records,
antecedents, etc., of prospective employees who seek positions of
responsibility. Attach to your brief copies of letters from:
a. Former employers
b. Teachers under whom you studied
c. Prominent people whose judgment may be relied upon.
4. Photograph of self. Attach to
your
brief a recent, unmounted photograph of yourself.
5. Apply for a specific position.
Avoid
application for a position without describing EXACTLY what particular
position you seek. Never apply for "just a position." That indicates
you lack specialized qualifications.
6. State your qualifications for
the
particular position for which you apply. Give full details as to the
reason you believe you are qualified for the particular position you
seek. This is THE APPLICATION. It will determine, more than anything
else, what consideration you receive.
7. Offer to go to work on
probation. In
the majority of instances if you are determined to have the position
for which you apply, it will be most effective if you offer to work for
a week, or a month, or for a sufficient length of time to enable your
prospective employer to judge your value WITHOUT PAY. This may appear
to be a radical suggestion, but experience has proved that it seldom
fails to win at least a trial. If you are SURE OF YOUR QUALIFICATIONS,
a trial is all you need. Incidentally, such an offer indicates that you
have confidence in your ability to fill the position you seek. It is
most convincing. If your offer is accepted, and you make good, more
than likely you will be paid for your "probation" period. Make clear
the fact that your offer is based upon:
a. Your confidence in your
ability to
fill the position.
b. Your confidence in your prospective employer's decision to employ
you after trial.
c. Your DETERMINATION to have the position you seek.
8. Knowledge of your prospective
employer's business. Before applying for a position, do sufficient
research in connection with the business to familiarize yourself
thoroughly with that business, and indicate in your brief the knowledge
you have acquired in this field. This will be impressive, as it will
indicate that you have imagination, and a real interest in the position
you seek.
Remember that it is not the
lawyer who
knows the most law, but the one who best prepares his case, who wins.
If your "case" is properly prepared and presented, your victory will
have been more than half won at the outset. Do not be afraid of making
your brief too long. Employers are just as much interested in
purchasing the services of well-qualified applicants as you are in
securing employment. In fact, the success of most successful employers
is due, in the main, to their ability to select well-qualified
lieutenants. They want all the information available.
Remember another thing; neatness
in the
preparation of your brief will indicate that you are a painstaking
person. I have helped to prepare briefs for clients which were so
striking and out of the ordinary that they resulted in the employment
of the applicant without a personal interview. When your brief has been
completed, have it neatly bound by an experienced binder, and lettered
by an artist, or printer similar to the following:
BRIEF OF THE QUALIFICATIONS OF Robert K. Smith
APPLYING FOR THE POSITION OF
Private
Secretary to The President of THE BLANK COMPANY, Inc.
Change names each time brief is shown. This personal touch is sure to
command attention. Have your brief neatly typed or mimeographed on the
finest paper you can obtain, and bound with a heavy paper of the
book-cover variety, the binder to be changed, and the proper firm name
to be inserted if it is to be shown to more than one company. Your
photograph should be pasted on one of the pages of your brief. Follow
these instructions to the letter, improving upon them wherever your
imagination suggests.
Successful salesmen groom
themselves
with care. They understand that first impressions are lasting. Your
brief is your salesman. Give it a good suit of clothes, so it will
stand out in bold contrast to anything your prospective employer ever
saw, in the way of an application for a position. If the position you
seek is worth having, it is worth going after with care. Moreover, if
you sell yourself to an employer in a manner that impresses him with
your individuality, you probably will receive more money for your
services from the very start, than you would if you applied for
employment in the usual conventional way.
If you seek employment through an
advertising agency, or an employment agency, have the agent use copies
of your brief in marketing your services. This will help to gain
preference for you, both with the agent, and the prospective employers.
How to get the exact position you desire
Everyone enjoys doing the kind of work for which he is
best
suited. An artist loves to work with paints, a craftsman with his
hands, a writer loves to write. Those with less definite talents have
their preferences for certain fields of business and industry. If
America does anything well, it offers a full range of occupations,
tilling the soil, manufacturing, marketing, and the professions.
1 Decide EXACTLY what kind of a
job you
want. If the job doesn't already exist, perhaps you can create it.
2. Choose the company, or individual for whom you wish to work.
3. Study your prospective
employer, as
to policies, personnel, and chances of advancement.
4. By analysis of yourself, your
talents and capabilities, figure WHAT YOU CAN OFFER, and plan ways and
means of giving advantages, services, developments, ideas that you
believe you can successfully deliver.
5. Forget about "a job." Forget
whether
or not there is an opening. Forget the usual routine of "have you got a
job for me?" Concentrate on what you can give.
6. Once you have your plan in mind, arrange with an experienced writer
to put it on paper in neat form, and in full detail.
7. Present it to the proper person with authority and he will do the
rest.
Every company is looking for men who can give something of value,
whether it be ideas, services, or "connections." Every company has room
for
the man or woman who has a definite plan of action which is to the
advantage of that company.
This line of procedure may take a few days or weeks of extra time, but
the difference in income, in advancement, and in gaining recognition
will save
years of hard work at small pay. It has many advantages, the main one
being that it will often save from one to five years of time in
reaching a chosen
goal. Every person who starts, or "gets in" half way up the ladder,
does so by deliberate and careful planning, (excepting, of course, the
Boss' son).
The new way of marketing services - "jobs" are now
"partnerships"
Men and women who market their services to best advantage in the
future, must recognize the stupendous change which has taken place in
connection with the relationship between employer and employee. In the
future, the "Golden Rule," and not the "Rule of Gold" will be the
dominating factor in the marketing of merchandise as well as personal
services. The future relationship between employers and their employees
will be more in the nature of a partnership consisting of:
a. The employer
b. The employee
c. The public they serve
This new way of marketing
personal
services is called new for many reasons, first, both the employer and
the employee of the future will be
considered as fellow-employees whose business it will be to SERVE THE
PUBLIC EFFICIENTLY.
In times past, employers, and employees have bartered among themselves,
driving the best bargains they could with one another, not considering
that in
the final analysis they were, in reality, BARGAINING AT THE EXPENSE OF
THE 3RD PARTY, THE PUBLIC THEY SERVED.
The depression served as a mighty protest from an injured public, whose
rights had been trampled upon in every direction by those who were
clamoring for individual advantages and profits. When the debris of the
depression shall have been cleared away, and business shall have been
once again restored to balance, both employers and employees will
recognize that they are NO LONGER PRIVILEGED TO DRIVE BARGAINS AT THE
EXPENSE OF THOSE WHOM THEY SERVE. The real employer of the future will
be the public. This should be kept uppermost in mind by every person
seeking to market personal services effectively.
Nearly every railroad in America
is in
financial difficulty. Who does not remember the day when, if a citizen
enquired at the ticket office, the time of departure of a train, he was
abruptly referred to the bulletin board instead of being politely given
the information? The street car companies have experienced a "change of
times" also. There was a time not so very long ago when street car
conductors took pride in giving argument to passengers. Many of the
street car tracks have been
removed and passengers ride on a bus, whose driver is "the last word in
politeness."
Times are changed
All over the country street car tracks are rusting from abandonment, or
have been taken up. Wherever street cars are still in operation,
passengers may now ride without argument, and one may even hail the car
in the middle of the block, and the motorman will OBLIGINGLY pick them
up. HOW TIMES HAVE CHANGED!
That is just the point I am trying to emphasize. TIMES HAVE CHANGED!
Moreover, the change is reflected not merely in railroad offices and on
street cars, but in other walks of life as well. The "public-be-damned"
policy is now passé. It has been supplanted by the
"we-are-obligingly-at-your-service, sir," policy.
The bankers have learned a thing or two during this rapid change which
has taken place during the past few years. Impoliteness on the part of
a bank official, or bank employee today is as rare as it was
conspicuous a dozen years ago. In the years past, some bankers (not all
of them, of course), carried an atmosphere of austerity which gave
every would-be borrower a chill when he even thought of approaching his
banker for a loan. The thousands of bank failures during the depression
had the effect of removing the mahogany doors behind which bankers
formerly barricaded themselves. They now sit at desks in the open,
where they may be seen and approached at will by any depositor, or by
anyone who wishes to see them, and the whole atmosphere of the bank is
one of courtesy and understanding.
It used to be customary for
customers
to have to stand and wait at the corner grocery until the clerks were
through passing the time of day with friends, and the proprietor had
finished making up his bank deposit, before being waited upon. Chain
stores, managed by COURTEOUS MEN who do everything in the way of
service, short of shining the customer's shoes, have PUSHED THE OLDTIME
MERCHANTS INTO THE BACKGROUND. TIME MARCHES ON!
Courtesy and service
"Courtesy" and "Service" are the watch-words of merchandising
today, and apply to the person who is marketing personal services even
more directly than to the employer whom he serves, because, in the
final analysis, both the employer and his employee are EMPLOYED BY THE
PUBLIC THEY SERVE. If they fail to serve well, they pay by the loss of
their privilege of serving.
We can all remember the time when
the
gas-meter reader pounded on the door hard enough to break the panels.
When the door was opened, he pushed his way in, uninvited, with a scowl
on his face which plainly said, "what-the-hell-did-you-keep-me-waiting-
for?" All that has undergone a change. The meter-man now conducts
himself as a gentleman who is "delighted-to-be-at-your-service- sir."
Before the gas companies learned that their scowling meter-men were
accumulating liabilities never to be cleared away, the polite salesmen
of oil burners came along and did a land office business.
<>During the depression,
I
spent several months in the anthracite coal region of Pennsylvania,
studying conditions which all but destroyed the coal industry. Among
several very significant discoveries, was the fact that greed on the
part of operators and their employees was the chief cause of the loss
of business for the operators, and loss of jobs for the miners. Through
the pressure of a group of overzealous labor leaders, representing the
employees, and the greed for profits on the part of the operators, the
anthracite business suddenly dwindled. The coal operators and their
employees drove sharp bargains with one another, adding the cost of the
"bargaining" to the price of
the
coal, until, finally, they discovered they had BUILT UP A WONDERFUL
BUSINESS FOR THE MANUFACTURERS OF OIL BURNING OUTFITS AND THE PRODUCERS
OF CRUDE OIL.
"The wages of sin is death!"
Many
have read this in the Bible, but few have discovered its meaning. Now,
and for several years, the entire world has been listening BY FORCE, to
a sermon which might well be called "WHATSOEVER A MAN SOWETH, THAT
SHALL HE ALSO REAP." Nothing as widespread and effective as the
depression could possibly be "just a coincidence." Behind the
depression was a CAUSE. Nothing ever happens without a CAUSE. In the
main, the cause of the depression is traceable directly to the
worldwide habit of trying to REAP without SOWING. This should not be
mistaken to mean that the depression represents a crop which the world
is being FORCED to reap without having SOWN. The trouble is that the
world sowed the wrong sort of seed. Any farmer knows he cannot sow the
seed of thistles, and reap a harvest of grain. Beginning at the
outbreak of the world war, the people of the world began to sow the
seed of service inadequate in both quality and quantity. Nearly
everyone was engaged in the pastime of trying to GET WITHOUT GIVING.
These illustrations are
brought to
the attention of those who have personal services to market, to show
that we are where we are, and what we are, because of our own conduct!
If there is a principle of cause and effect, which controls business,
finance, and transportation, this same principle controls individuals
and determines their economic status.
What is your "QQS" rating?
The causes of success in
marketing services EFFECTIVELY and permanently, have been clearly
described. Unless those causes are studied, analyzed, understood and
APPLIED, no man can market his services effectively and permanently.
Every person must be his own salesman of personal services. The QUALITY
and the QUANTITY of service rendered, and the SPIRIT in which it is
rendered, determine to a large extent, the price, and the duration of
employment. To market Personal services effectively, (which means a
permanent market, at a satisfactory price, under pleasant conditions),
one must adopt and follow the "QQS" formula which means that QUALITY,
plus QUANTITY, plus the proper SPIRIT of cooperation, equals perfect
salesmanship of service. Remember the "QQS" formula, but do more-APPLY
IT AS A HABIT!
Let us analyze the formula to
make
sure we understand exactly what it means.
1. QUALITY of service shall be
construed to mean the performance of every detail, in connection with
your position, in the most efficient manner possible, with the object
of greater efficiency always in mind.
2. QUANTITY of service shall
be
understood to mean the HABIT of rendering all the service of which you
are capable, at all times, with the purpose of increasing the amount of
service rendered as greater skill is developed through practice and
experience. Emphasis is again placed on the word HABIT.
3. SPIRIT of service shall be
construed to mean the HABIT of agreeable, harmonious conduct which will
induce cooperation from associates and fellow employees.
Adequacy of QUALITY and
QUANTITY of
service is not sufficient to maintain a permanent market for your
services. The conduct, or the SPIRIT in which you deliver service, is a
strong determining factor in connection with both the price you
receive, and the duration of employment. Andrew Carnegie stressed this
point more than others in connection with his description of the
factors which lead to success in the marketing of personal services. He
emphasized again, and again, the necessity for HARMONIOUS CONDUCT. He
stressed the fact that he would not retain any man, no matter how great
a QUANTITY, or how efficient the
QUALITY of his work, unless he
worked in a spirit of HARMONY. Mr. Carnegie insisted upon men being
AGREEABLE. To prove that he placed a high value upon this quality, he
permitted many men who conformed to his standards to become very
wealthy. Those who did not conform, had to make room for others.
The importance of a pleasing
personality has been stressed, because it is a factor which enables one
to render service in the proper SPIRIT. If one has a personality which
PLEASES, and renders service in a spirit of HARMONY, these assets often
make up for deficiencies in both the QUALITY, and the QUANTITY of
service one renders. Nothing, however, can be SUCCESSFULLY SUBSTITUTED
FOR PLEASING CONDUCT.
The capital value of your
services
The person whose income is
derived entirely from the sale of personal services is no less a
merchant than the man who sells commodities, and it might well be
added, such a person is subject to EXACTLY THE SAME RULES of conduct as
the merchant who sells merchandise. This has been emphasized, because
the majority of people who live by the sale of personal services make
the mistake of considering themselves free from the rules of conduct,
and the responsibilities attached to those who are engaged in marketing
commodities.
The new way of marketing
services
has practically forced both employer and. employee into partnership
alliances, through which both take into consideration the rights of the
third party, THE PUBLIC THEY SERVE. The day of the "go-getter" has
passed. He has been supplanted by the "go-giver." High-pressure methods
in business finally blew the lid off. There will never be the need to
put the lid back on, because, in the future, business will be conducted
by methods that will require no pressure.
The actual capital value of
your
brains may be determined by the amount of income you can produce (by
marketing your services). A fair estimate of the capital value of your
services may be made by multiplying your annual income by sixteen and
two-thirds, as it is reasonable to estimate that your annual income
represents six percent of your capital value.
Money rents for 6% per annum.
Money
is worth no more than brains. It is often worth much less. Competent
"brains," if effectively marketed, represent a much more desirable form
of capital than that which is required to conduct a business dealing in
commodities, because "brains" are a form of capital which cannot be
permanently depreciated through depressions, nor can this form of
capital be stolen or spent. Moreover, the money which is essential for
the conduct of business is as worthless as a sand dune, until it has
been mixed with efficient "brains."
The 30 major causes of
failure how
many of these are
holding you back?
Life's greatest tragedy
consists
of men and women who earnestly try, and fail! The tragedy lies in the
overwhelmingly large majority of people who fail, as compared to the
few who succeed. I have had the privilege of analyzing several thousand
men and women, 98% of whom were classed as "failures." There is
something radically wrong with a civilization, and a system of
education, which permit 98% of the people to go through life as
failures.
But I did not write this book
for
the purpose of moralizing on the rights and wrongs of the world; that
would require a book a hundred times the size of this one.
My analysis work proved that
there
are thirty major reasons for failure, and thirteen major principles
through which people accumulate fortunes. In this book, a description
of the thirty major causes of failure will be given. As you go over the
list, check yourself by it, point by point, for the purpose of
discovering how many of these causes-of-failure stand between you and
success.
1. UNFAVORABLE HEREDITARY
BACKGROUND. There is but little, if anything, which can be done for
people who are born with a deficiency in brain power. This philosophy
offers but one method of bridging this weakness--through the aid of the
Master Mind. Observe with profit, however, that this is the ONLY one of
the thirty causes of failure which may not be easily corrected by any
individual.
2. LACK OF A WELL-DEFINED
PURPOSE IN
LIFE. There is no hope of success for the person who does not have a
central purpose, or definite goal at which to aim. Ninety-eight out of
every hundred of those whom I have analyzed, had no such aim. Perhaps
this was the ...
3. LACK OF AMBITION TO AIM
ABOVE
MEDIOCRITY. We offer no hope for the person who is so indifferent as
not to want to get ahead in life, and who is not willing to pay the
price.
4. INSUFFICIENT EDUCATION.
This is a
handicap which may be overcome with comparative ease. Experience has
proven that the best-educated people are often those who are known as
"self-made," or self-educated. It takes more than a college degree to
make one a person of education. Any person who is educated is one who
has learned to get whatever he wants in life without violating the
rights of others. Education consists, not so much of knowledge, but of
knowledge effectively and persistently APPLIED. Men are paid, not
merely for what they know, but more particularly for WHAT THEY DO WITH
THAT WHICH THEY KNOW.
5. LACK OF SELF-DISCIPLINE.
Discipline comes through self-control. This means that one must control
all negative qualities. Before you can control conditions, you must
first control yourself. Self-mastery is the hardest job you will ever
tackle. If you do not conquer self, you will be conquered by self. You
may see at
one and the same time both
your best
friend and your greatest enemy, by stepping in front of a mirror.
6. ILL HEALTH. No person may
enjoy
outstanding success without good health. Many of the causes of ill
health are subject to mastery and control. These, in the main are:
a. Overeating
of foods not conducive to health.
b. Wrong
habits of thought; giving expression to negatives.
c. Wrong use
of, and over indulgence in sex.
d. Lack of
proper physical exercise
e. An
inadequate supply of fresh air, due to improper breathing.
7. UNFAVORABLE ENVIRONMENTAL
INFLUENCES DURING CHILDHOOD. "As the twig is bent, so shall the tree
grow." Most people who have criminal tendencies acquire them as the
result of bad environment, and improper associates during childhood.
8. PROCRASTINATION. This is
one of
the most common causes of failure. "Old Man Procrastination" stands
within the shadow of every human being, waiting his opportunity to
spoil one's chances of success. Most of us go through life as failures,
because we are waiting for the "time to be right" to start doing
something worthwhile. Do not wait. The time will never be "just right."
Start where you stand, and work with whatever tools you may have at
your command, and better tools will be found as you go along.
9. LACK OF PERSISTENCE. Most
of us
are good "starters" but poor "finishers" of everything we begin.
Moreover, people are prone to give up at the first signs of defeat.
There is no substitute for PERSISTENCE. The person who makes
PERSISTENCE his watch-word, discovers that "Old Man Failure" finally
becomes tired, and makes his departure. Failure cannot cope with
PERSISTENCE.
10. NEGATIVE PERSONALITY.
There is
no hope of success for the person who repels people through a negative
personality. Success comes through the application of POWER, and power
is attained through the cooperative efforts of other people. A negative
personality will not induce cooperation.
11. LACK OF CONTROLLED SEXUAL
URGE.
Sex energy is the most powerful of all the stimuli which move people
into ACTION. Because it is the most powerful of the emotions, it must
be controlled, through transmutation, and converted into other
channels.
12. UNCONTROLLED DESIRE FOR
"SOMETHING FOR NOTHING." The gambling instinct drives millions of
people to failure. Evidence of this may be found in a study of the Wall
Street crash of `29, during which millions of people tried to make
money by gambling on stock margins.
13. LACK OF A WELL DEFINED
POWER OF
DECISION. Men who succeed reach decisions promptly, and change them, if
at all, very slowly. Men who fail, reach decisions, if at all, very
slowly, and change them frequently, and quickly. Indecision and
procrastination are twin brothers. Where one is found, the other may
usually be found also. Kill off this pair before they completely
"hog-tie" you to the treadmill of FAILURE.
14. ONE OR MORE OF THE 6 BASIC
FEARS. These fears have been analyzed for you in another eBook. They
must be mastered before you can
market your services
effectively.
15. WRONG SELECTION OF A MATE
IN
MARRIAGE. This a most common cause of failure. The relationship of
marriage brings people intimately into contact. Unless this
relationship is harmonious, failure is likely to follow. Moreover, it
will be a form of failure that is marked by misery and unhappiness,
destroying all signs of AMBITION.
16. OVER-CAUTION. The person
who
takes no chances, generally has to take whatever is left when others
are through choosing. Over-caution is as
bad as under-caution. Both are
extremes to be guarded against. Life itself is filled with the element
of chance.
17. WRONG SELECTION OF
ASSOCIATES IN
BUSINESS. This is one of the most common causes of failure in business.
In marketing personal
services, one should use great
care
to select an employer who will be an inspiration, and who is, himself,
intelligent and successful. We emulate those with whom we associate
most closely. Pick an employer who is worth emulating.
18. SUPERSTITION AND
PREJUDICE.
Superstition is a form of fear. It is also a sign of ignorance. Men who
succeed keep open minds and are afraid of nothing.
19. WRONG SELECTION OF A
VOCATION.
No man can succeed in a line of endeavor which he does not like. The
most essential step in the marketing of personal services is that of
selecting an occupation into which you can throw yourself
wholeheartedly.
20. LACK OF CONCENTRATION OF
EFFORT.
The "jack-of-all-trades" seldom is good at any. Concentrate all of your
efforts on one DEFINITE CHIEF AIM.
21. THE HABIT OF
INDISCRIMINATE
SPENDING. The spend-thrift cannot succeed, mainly because he stands
eternally in FEAR OF POVERTY. Form the habit of systematic saving by
putting aside a definite percentage of your income. Money in the bank
gives one a very safe foundation of COURAGE when bargaining for the
sale of personal services. Without money, one must take what one is
offered, and be glad to get it.
22. LACK OF ENTHUSIASM.
Without
enthusiasm one cannot be convincing. Moreover, enthusiasm is
contagious, and the person who has it, under control, is generally
welcome in any group of people.
23. INTOLERANCE. The person
with a
"closed" mind on any subject seldom gets ahead. Intolerance means that
one has stopped acquiring knowledge. The most damaging forms of
intolerance are those connected with religious, racial, and political
differences of opinion.
24. INTEMPERANCE. The most
damaging
forms of intemperance are connected with eating, strong drink, and
sexual activities. Overindulgence in any of these is fatal to success.
25. INABILITY TO COOPERATE
WITH
OTHERS. More people lose their positions and their big opportunities in
life, because of this fault, than
for all other reasons
combined. It
is a fault which no well-informed business man, or leader will
tolerate.
26. POSSESSION OF POWER THAT
WAS NOT
ACQUIRED THROUGH SELF EFFORT. (Sons and daughters of wealthy men, and
others who inherit money which they did not earn). Power in the hands
of one who did not acquire it gradually, is often fatal to success.
QUICK RICHES are more dangerous than poverty.
27. INTENTIONAL DISHONESTY.
There is
no substitute for honesty. One may be temporarily dishonest by force of
circumstances over which one has no control, without permanent damage.
But, there is NO HOPE for the person who is dishonest by choice. Sooner
or later, their deeds will catch up with them, and they will pay by
loss of reputation, and perhaps even loss of liberty.
28. EGOTISM AND VANITY. These
qualities serve as red lights which warn others to keep away. THEY ARE
FATAL TO SUCCESS.
29. GUESSING INSTEAD OF
THINKING.
Most people are too indifferent or lazy to acquire FACTS with which to
THINK ACCURATELY. They prefer to act on "opinions" created by guesswork
or snap-judgments.
30. LACK OF CAPITAL. This is a
common cause of failure among those who start out in business for the
first time, without sufficient reserve of capital to absorb the shock
of their mistakes, and to carry them over until they have established a
REPUTATION.
31. Under this, name any
particular
cause of failure from which you have suffered that has not been
included in the foregoing list.
In these 30 major causes of
failure
is found a description of the tragedy of life, which obtains for
practically every person who tries and fails. It will be helpful if you
can induce someone who knows you well to go over this list with you,
and help to analyze you by the thirty causes of failure. It may be
beneficial if you try this alone. Most people cannot see themselves as
others see them. You may be one who cannot.
Know yourself
The oldest of
admonitions
is "Man, know thyself!" If you market merchandise successfully, you
must know the merchandise. The same is true in marketing personal
services. You should know all of your weaknesses in order that you may
either bridge them or eliminate them entirely. You should know your
strength in order that you may call attention to it when selling your
services. You can know yourself only through accurate analysis.
The folly of ignorance in
connection
with self was displayed by a young man who applied to the manager of a
well known business for a position. He made a very good impression
until the manager asked him what salary he expected. He replied that he
had no fixed sum in mind (lack of a definite aim). The manager then
said, "We will pay you all you are worth, alter we try you out for a
week." "I will not accept it," the applicant replied, "because I AM
GETTING MORE THAN THAT WHERE I AM NOW EMPLOYED."
Before you even start to
negotiate
for a readjustment of your salary in your present position, or to seek
employment elsewhere, BE SURE THAT YOU ARE WORTH MORE THAN YOU NOW
RECEIVE. It is one thing to WANT money--everyone wants more--but it is
something entirely different to be WORTH MORE! Many people mistake
their WANTS for their JUST DUES. Your financial requirements or wants
have nothing whatever to do with your WORTH. Your value is established
entirely by your ability to render useful service or your capacity to
induce others to render such service.
Take inventory of
yourself
- 28 questions you should answer
Annual self-analysis is an
essential in the effective marketing of personal services, as is annual
inventory in merchandising. Moreover, the yearly analysis should
disclose a DECREASE IN FAULTS, and an increase in VIRTUES. One goes
ahead, stands still, or goes backward in life. One's object should be,
of course, to go ahead. Annual self-analysis will disclose whether
advancement has been, made, and if so, how much. It will also disclose
any backward steps one may have made.
The effective marketing of
personal
services requires one to move forward even if the progress is slow.
Your annual self-analysis should be made at the end of each year, so
you can include in your New Year's Resolutions any improvements which
the analysis indicates should be made. Take this inventory by asking
yourself
the following questions, and
by
checking your answers with the aid of someone who will not permit you
to deceive yourself as to their accuracy.
SELF-ANALYSIS QUESTIONNAIRE
FOR
PERSONAL INVENTORY
1. Have I attained the goal
which I
established as my objective for this year? (You should work with a
definite yearly objective to be attained as a part of your major life
objective).
___________________________________________________________
2. Have I delivered service of
the
best possible QUALITY of which I was capable, or could I have improved
any part of this service?
___________________________________________________________
3. Have I delivered service in
the
greatest possible QUANTITY of which I was capable?
___________________________________________________________
4. Has the spirit of my
conduct been
harmonious, and cooperative at all times?
___________________________________________________________
5. Have I permitted the habit
of
PROCRASTINATION to decrease my efficiency, and if so, to what extent?
___________________________________________________________
6. Have I improved my
PERSONALITY,
and if so, in what ways?
___________________________________________________________
7. Have I been PERSISTENT in
following my plans through to completion?
___________________________________________________________
8. Have I reached DECISIONS
PROMPTLY
AND DEFINITELY on all occasions?
___________________________________________________________
9. Have I permitted any one or
more
of the six basic fears to decrease my efficiency?
___________________________________________________________
10. Have I been either
"over-cautious," or "under cautious?"
___________________________________________________________
11. Has my relationship with
my
associates in work been pleasant, or unpleasant? If it has been
unpleasant, has the fault been partly, or wholly mine?
___________________________________________________________
12. Have I dissipated any of
my
energy through lack of CONCENTRATION of effort?
___________________________________________________________
13. Have I been open minded
and
tolerant in connection with all subjects?
___________________________________________________________
14. In what way have I
improved my
ability to render service?
___________________________________________________________
15. Have I been intemperate in
any
of my habits?
___________________________________________________________
16. Have I expressed, either
openly
or secretly, any form of EGOTISM?
___________________________________________________________
17. Has my conduct toward my
associates been such that it has induced them to RESPECT me?
___________________________________________________________
18. Have my opinions and
DECISIONS
been based upon guesswork, or accuracy of analysis and THOUGHT?
___________________________________________________________
19. Have I followed the habit
of
budgeting my time, my expenses, and my income, and have I been
conservative in these budgets?
___________________________________________________________
20. How much time have I
devoted to
UNPROFITABLE effort which I might have used to better advantage?
___________________________________________________________
21. How may I RE-BUDGET my
time, and
change my habits so I will be more efficient during the coming year?
___________________________________________________________
22. Have I been guilty of any
conduct which was not approved by my conscience?
___________________________________________________________
23. In what ways have I
rendered
MORE SERVICE AND BETTER SERVICE than I was paid to render?
___________________________________________________________
24. Have I been unfair to
anyone,
and if so, in what way?
___________________________________________________________
25. If I had been the
purchaser of
my own services for the year, would I be satisfied with my purchase?
___________________________________________________________
26. Am I in the right
vocation, and
if not, why not?
___________________________________________________________
27. Has the purchaser of my
services
been satisfied with the service I have
rendered, and if not, why not?
___________________________________________________________
28. What is my present rating
on the
fundamental principles of success? (Make this rating fairly, and
frankly, and have it checked by someone who is courageous enough to do
it accurately).
__________________________________________________________
Having read and assimilated
the
information conveyed through this book, you are now ready to create a
practical plan for marketing your personal services. In this book will
be found an adequate description of every principle essential in
planning the sale of personal services, including the major attributes
of leadership; the most common causes of failure in leadership; a
description of the fields of opportunity for leadership; the main
causes of failure in all walks of life, and the important questions
which should be used in self-analysis.
This extensive and detailed
presentation of accurate information has been included, because it will
be needed by all who must begin the accumulation of riches by marketing
personal services. Those who have lost their fortunes, and those who
are just beginning to earn money, have nothing but personal services to
offer in return for riches, therefore it is essential that they have
available the practical information needed to market services to best
advantage.
The information contained in
this
book will be of great value to all who aspire to attain leadership in
any calling. It will be particularly helpful to those aiming to market
their services as business or industrial executives. Complete
assimilation and understanding of the information here conveyed will be
helpful in marketing one's own services, and it will also help one to
become more analytical and capable of judging people. The information
will be priceless to personnel directors, employment managers, and
other executives charged with the selection of employees, and the
maintenance of efficient organizations. If you doubt this statement,
test its
soundness by answering in
writing
the twenty-eight self-analysis questions. That might be both
interesting and profitable, even though you do not doubt the soundness
of the statement.
Where and how one may find
opportunities to accumulate riches
Now that we have analyzed
the
principles by which riches may be accumulated, we naturally ask, "where
may one find favorable opportunities to apply these principles?" Very
well, let us take inventory and see what the United States of America
offer the person seeking riches, great or small.
To begin with, let us
remember, all
of us, that we live in a country where every law-abiding citizen enjoys
freedom of thought and freedom of deed unequaled anywhere in the world.
Most of us have never taken inventory of the advantages of this
freedom. We have never compared our unlimited freedom with the
curtailed freedom in other countries. Here we have freedom of thought,
freedom in the choice and enjoyment of education, freedom in religion,
freedom in politics, freedom in the choice of a business, profession or
occupation, freedom to accumulate and own without molestation, ALL THE
PROPERTY WE CAN ACCUMULATE,
freedom to choose our place of
residence, freedom in marriage, freedom through equal opportunity to
all races, freedom of travel from one state to another, freedom in our
choice of foods, and freedom to AIM FOR ANY STATION IN LIFE FOR WHICH
WE HAVE PREPARED OURSELVES, even for the presidency of the United
States.
We have other forms of
freedom, but
this list will give a bird's eye view of the most important, which
constitute OPPORTUNITY of the highest order. This advantage of freedom
is all the more conspicuous because the United States is the only
country guaranteeing to every citizen, whether native born or
naturalized, so broad and varied a list of freedom.
Next, let us recount some of
the
blessings which our widespread freedom has placed within our hands.
Take the average American family for example
(meaning, the family of
average
income) and sum up the benefits available to every member of the
family, in this land of OPPORTUNITY and plenty!
FOOD
Next to freedom of thought and
deed
comes FOOD, CLOTHING, and SHELTER, the 3 basic necessities of life.
Because of our universal freedom the average American family has
available, at its very door, the choicest selection of food to be found
anywhere in the world, and at prices within its financial range. It is
not very difficult to obtain FOOD in our country ! Observe that this
simple breakfast was gathered, by some strange form of magic (?) from
China, South America, Utah, Kansas and the New England States, and
delivered on the breakfast table, ready for consumption, in the very
heart of the most crowded city in America, at a cost well within the
means of the most humble laborer.
SHELTER
This family lives in a
comfortable
apartment, heated by steam, lighted with electricity, with gas for
cooking. The toast they had for breakfast in the food estimate was
toasted on an electric toaster, which cost but a few dollars, the
apartment is cleaned with a vacuum sweeper that is run by electricity.
Hot and cold water is available, at all times, in the kitchen and the
bathroom. The food is kept cool in a refrigerator that is run by
electricity. The wife curls her hair, washes her clothes and irons them
with easily operated electrical equipment, on power obtained by
sticking a plug in the wall. The husband shaves with an electric
shaver, and they receive entertainment from all over the world, 24
hours a day, if they want it, without cost, by merely turning the dial
of their radio. There are other conveniences in this apartment, but the
foregoing list will give a fair idea of some of the concrete evidences
of the freedom we, of America, enjoy. (And this is neither political
nor economic propaganda).
CLOTHING.
Anywhere in the United States,
the
woman of average clothing requirements can dress very comfortably and
neatly, and the average man can dress also.
Only the 3 basic
necessities
of food, clothing, and shelter have been mentioned. The average
American citizen has other privileges and advantages available in
return for modest effort, not exceeding eight hours per day of labor.
Among these is the privilege of automobile transportation, with which
one can go and come at will, at very small cost.
The average American has
security of
property rights not found in any other country in the world. He can
place his surplus money in a bank with the assurance that his
government will protect it, and make good to him if the bank fails. If
an American citizen wants to travel from one state to another he needs
no passport, no one's permission. He may go when he pleases, and return
at will. Moreover, he may travel by train, private automobile, bus,
airplane, or ship, as his pocketbook permits.
In Germany, Russia, Italy, and
most
of the other European and Oriental countries, the people cannot travel
with so much freedom, and at so little
cost.
The "miracle" that has
provided
these blessings
We often hear politicians
proclaiming the freedom of America, when they solicit votes, but seldom
do they take the time or devote sufficient effort to the analysis of
the source or nature of this "freedom." Having no axe to grind, no
grudge to express, no ulterior motives to be carried out, I have the
privilege of going into a frank analysis of that mysterious, abstract,
greatly misunderstood "SOMETHING" which gives to every citizen of
America more blessings, more opportunities to accumulate wealth, more
freedom of every nature, than may be found in any other country. I have
the right to analyze the source and nature of this UNSEEN
POWER, because I know, and
have
known for more than a quarter of a century, many of the men who
organized that power, and many who are now responsible for its
maintenance.
The name of this mysterious
benefactor of mankind is CAPITAL! CAPITAL consists not alone of money,
but more particularly of highly organized, intelligent groups of men
who plan ways and means of using money efficiently for the good of the
public, and profitably to themselves. These groups consist of
scientists, educators, chemists, inventors, business analysts,
publicity men, transportation experts, accountants, lawyers, doctors,
and both men and women who have highly specialized knowledge in all
fields of industry and business. They pioneer, experiment, and blaze
trails in new fields of endeavor. They support colleges, hospitals,
public schools, build good roads, publish newspapers, pay most of the
cost of government, and take care of the multitudinous detail essential
to human progress. Stated briefly, the
capitalists are the brains of
civilization, because they supply the entire fabric of which all
education, enlightenment and human progress consists. Money, without
brains, always is dangerous. Properly used, it is the most important
essential of civilization.
Importance of organized
capital
The simple breakfast here
described could not have been delivered to the New York family at any
other price, if organized capital had not provided the machinery, the
ships, the railroads, and the huge armies of trained men to operate
them. Some slight idea of the importance of ORGANIZED CAPITAL may be
had by trying to imagine yourself burdened with the responsibility of
collecting, without the aid of capital, and delivering to the New York
City family, the simple breakfast described.
To supply the tea, you would
have to
make a trip to China or India, both a very long way from America.
Unless you are an excellent swimmer, you would become rather tired
before making the round trip. Then, too, another problem would confront
you. What would you use for money, even if you had the physical
endurance to
swim the ocean?
To supply the sugar, you would
have
to take another long swim to Cuba, or a long walk to the sugar beet
section of Utah. But even then, you might
come back without the sugar,
because
organized effort and money are necessary to produce sugar, to say
nothing of what is required to refine, transport, and deliver it to the
breakfast table anywhere in the United States.
The eggs, you could deliver
easily
enough from the barn yards near New York City, but you would have a
very long walk to Florida and return, before you could serve the 2
glasses of grapefruit juice. You would have another long walk, to
Kansas, or one of the other wheat growing states, when you went after
the four slices of wheat bread. The Rippled Wheat Biscuits would have
to be omitted from the menu, because they would not be available except
through the labor of a trained
organization of men and
suitable
machinery, ALL OF WHICH CALL FOR CAPITAL.
While resting, you could take
off
for another little swim down to South America, where you would pick up
a couple of bananas, and on your return, you could take a short walk to
the nearest farm having a dairy and pick up some butter and cream. Then
your New York City family would be ready to sit down and enjoy
breakfast, and you could collect your two dimes for your labor! Seems
absurd, doesn't it? Well, the procedure described would be the only
possible way these simple items of food could be delivered to the heart
of New York City, if we had no capitalistic system.
The sum of money required for
the
building and maintenance of the railroads and steam ships used in the
delivery of that simple breakfast is so huge that it staggers one's
imagination. It runs into hundreds of millions of dollars, not to
mention the armies of trained employees required to man the ships and
trains. But, transportation is only a part of the requirements of
modern civilization in capitalistic America. Before there can be
anything to haul, something must be grown from the ground, or
manufactured and prepared for market. This calls for more millions of
dollars for equipment, machinery, boxing, marketing, and for the wages
of millions of men and women.
Render service
Steam ships and railroads
do not
spring up from the earth and function automatically. They come in
response to the call of civilization, through the labor and ingenuity
and organizing ability of men who have IMAGINATION, FAITH, ENTHUSIASM,
DECISION, PERSISTENCE! These men are known as capitalists. They are
motivated by the desire to build, construct, achieve, render useful
service, earn profits and accumulate riches. And, because they RENDER
SERVICE WITHOUT WHICH THERE WOULD BE NO CIVILIZATION, they put
themselves in the way of great riches.
Just to keep the record simple
and
understandable, I will add that these capitalists are the self-same men
of whom most of us have heard soap-box orators speak. They are the same
men to whom radicals, racketeers, dishonest politicians and grafting
labor leaders refer as "the predatory interests," or "Wall Street." I
am not attempting to present a brief for or against any group of men or
any system of economics. I am not attempting to condemn collective
bargaining when I refer to "grafting labor leaders," nor do I aim to
give a clean bill of health to all individuals known as capitalists.
Economic advantages of
the
capitalistic system
The purpose of this
book--A
purpose to which I have faithfully devoted over a quarter of a
century--is to present to all who want the knowledge, the most
dependable philosophy through which individuals may accumulate riches
in whatever amounts they desire. I have here analyzed the economic
advantages of the capitalistic system for the two-fold purpose of
showing:
1. that all who seek riches
must
recognize and adapt themselves to the system that controls all
approaches to fortunes, large or small, and
2. to present the side of the
picture opposite to that being shown by politicians and demagogues who
deliberately becloud the issues they bring up, by referring to
organized capital as if it were something poisonous.
This is a capitalistic
country, it
was developed through the use of capital, and we who claim the right to
partake of the blessings of freedom and opportunity, we who seek to
accumulate riches here, may as well know that neither riches nor
opportunity would be available to us if ORGANIZED CAPITAL had not
provided these benefits.
For more than twenty years it
has
been a somewhat popular and growing pastime for radicals, self-seeking
politicians, racketeers, crooked labor leaders, and on occasion
religious leaders, to take pot-shots at "WALL STREET, THE MONEY
CHANGERS, and BIG BUSINESS." The practice became so general that we
witnessed during the business depression, the unbelievable sight of
high government officials lining up with the cheap politicians, and
labor leaders, with the openly avowed purpose of throttling the system
which has made Industrial America the richest country on earth. The
line-up was so general and so well organized that it prolonged the
worst depression America has ever known. It cost millions of men their
jobs, because those jobs were inseparably a part of the industrial and
capitalistic system which form the very backbone of the nation.
During this unusual alliance
of
government officials and self-seeking individuals who were endeavoring
to profit by declaring "open season" on the American system of
industry, a certain type of labor leader joined forces with the
politicians and offered to deliver voters in return for legislation
designed to permit men to TAKE RICHES AWAY FROM INDUSTRY BY ORGANIZED
FORCE OF NUMBERS, INSTEAD OF THE BETTER METHOD OF GIVING A FAIR DAY'S
WORK FOR A FAIR DAY'S PAY.
Trying to get without giving
Millions of men and women
throughout the nation are still engaged in this popular pastime of
trying to GET without GIVING. Some of them are lined up with labor
unions, where they demand SHORTER HOURS AND MORE PAY! Others do not
take the trouble to work at all. THEY DEMAND GOVERNMENT RELIEF AND ARE
GETTING IT. Their idea of their rights of freedom was demonstrated in
New York City, where violent complaint was registered with the
Postmaster, by a group of "relief beneficiaries," because the Postmen
awakened them at 7:30 A.M. to deliver Government relief checks. They
DEMANDED that the time of delivery be set up to 10:00 o'clock.
If you are one of those who
believe
that riches can be accumulated by the mere act of men who organize
themselves into groups and demand MORE PAY for LESS SERVICE, if you are
one of those who DEMAND Government relief without early morning
disturbance when the money is delivered to you, if you are one of those
who believe in trading their votes to politicians in return for the
passing of laws which permit the raiding of the public treasury, you
may rest securely on your belief, with certain knowledge that no one
will disturb you, because THIS IS A FREE COUNTRY WHERE EVERY INDIVIDUAL
MAY THINK AS THEY PLEASE, where nearly everybody can live with but
little effort, where many may live well without doing any work
whatsoever.
However, you should know the
full
truth concerning this FREEDOM of which so many people boast, and so few
understand. As great as it is, as far as it reaches, as many privileges
as it provides, IT DOES NOT, AND CANNOT BRING RICHES WITHOUT EFFORT.
Law of economics
There is but one
dependable
method of accumulating, and legally holding riches, and that is by
rendering useful service. No system has ever been created by which men
can legally acquire riches through mere force of numbers, or without
giving in return an equivalent value of one form or another. There is a
principle known as the law of ECONOMICS! This is more than a theory. It
is a law no man can beat. Mark well the name of the principle, and
remember it, because it is far more powerful than all the politicians
and political machines. It is above and beyond the control of all the
labor unions. It cannot be swayed, nor influenced nor bribed by
racketeers or self-appointed leaders in any calling. Moreover, IT HAS
AN ALLSEEING EYE, AND A PERFECT SYSTEM OF BOOKKEEPING, in which it
keeps an accurate account of the transactions of every human being
engaged in the business of trying to get without giving. Sooner or
later its auditors come around, look over the records of individuals
both great and small, and demand an accounting. "Wall Street, Big
Business, Capital Predatory Interests," or whatever name you choose to
give the system which has given us AMERICAN FREEDOM, represents a group
of men who understand, respect, and adapt themselves to this powerful
LAW OF ECONOMICS! Their financial continuation depends upon their
respecting the law.
Most people living in America
like
this country, its capitalistic system and all. I must confess I know of
no better country, where one may find greater opportunities to
accumulate riches. Judging by their acts and deeds, there are some in
this country who do not like it. That, of course is their privilege; if
they do not like this country, its capitalistic system, its boundless
opportunities, THEY HAVE THE PRIVILEGE OF CLEARING OUT! Always there
are other countries, such as Germany, Russia, and Italy, where one may
try one's hand at enjoying freedom, and accumulating riches providing
one is not too particular.
All the freedom and all the
opportunity to accumulate riches
America provides all the
freedom
and all the opportunity to accumulate riches that any honest person may
require. When one goes hunting for game, one selects hunting grounds
where game is plentiful. When seeking riches, the same rule would
naturally obtain. If it is riches you are seeking, do not overlook the
possibilities of a country whose citizens are so rich that women,
alone, spend over 200 million dollars annually for lip-sticks, rouge
and cosmetics. Think twice, you who are seeking riches, before trying
to destroy the Capitalistic System of a country whose citizens spend
over 50 million dollars a year for GREETING CARDS, with which to
express their appreciation of their FREEDOM! If it is money you are
seeking, consider carefully a country that spends hundreds of millions
of dollars annually for cigarettes, the bulk of the income from which
goes to only four major companies engaged in supplying this national
builder of "nonchalance" and "quiet nerves."
By all means give plenty of
consideration to a country whose people spend annually more than 15
million dollars for the privilege of seeing moving pictures, and toss
in a few additional millions for liquor, narcotics, and other less
potent soft drinks and giggle-waters. Do not be in too big a hurry to
get away from a country whose people willingly, even eagerly, hand over
millions of dollars annually for football, baseball, and prize fights.
And, by all means, STICK by a country whose inhabitants give up more
than a million dollars a year for chewing gum, and another million for
safety
razor blades.
Remember, also, that this is
but the
beginning of the available sources for the accumulation of wealth. Only
a few of the luxuries and non-essentials have been mentioned. But,
remember that the business of producing, transporting, and marketing
these few items of merchandise gives regular employment to MANY
MILLIONS OF MEN AND WOMEN, who receive for their services MANY MILLIONS
OF DOLLARS MONTHLY, and spend it freely for both the luxuries and the
necessities. Especially remember, that back of all this exchange of
merchandise and personal services may be found an abundance of
OPPORTUNITY to
accumulate riches.
Here our AMERICAN FREEDOM
comes to
one's aid. There is nothing to stop you, or anyone from engaging in any
portion of the effort necessary to carry on these businesses. If one
has superior talent, training, experience, one may accumulate riches in
large amounts. Those not so fortunate may accumulate smaller amounts.
Anyone may earn a living in return for a very nominal amount of labor.
So--there you are!
Opportunity
OPPORTUNITY has spread its
wares
before you. Step up to the front, select what you want, create your
plan, put the plan into action, and follow through with PERSISTENCE.
"Capitalistic" America will do the rest. You can depend upon this
much-- CAPITALISTIC AMERICA INSURES EVERY PERSON THE OPPORTUNITY TO
RENDER USEFUL SERVICE, AND TO COLLECT RICHES IN PROPORTION TO THE VALUE
OF THE SERVICE.
The "System" denies no one
this
right, but it does not, and cannot promise SOMETHING FOR NOTHING,
because the system, itself, is irrevocably controlled by the LAW OF
ECONOMICS which neither recognizes nor tolerates for long, GETTING
WITHOUT GIVING. The LAW OF ECONOMICS was passed by Nature! There is no
Supreme Court to which violators of this law may appeal. The law hands
out both penalties for its violation, and appropriate rewards for its
observance, without interference or the possibility of interference by
any human being. The law cannot be repealed. It is as fixed as the
stars in the heavens, and
subject to, and a part of the
same
system that controls the stars.
May one refuse to adapt one's
self
to the LAW OF ECONOMICS? Certainly! This is a free country, where all
men are born with equal rights, including the privilege of ignoring the
LAW OF ECONOMICS. What happens then? Well, nothing happens until large
numbers of men join forces for the avowed purpose of ignoring the law,
and taking what they want by force.
THEN COMES THE DICTATOR, WITH
WELL
ORGANIZED FIRING SQUADS AND MACHINE GUNS!
Freedom
We have not yet reached
that
stage in America! But we have heard all we want to know about how the
system works. Perhaps we may be fortunate enough not to demand personal
knowledge of so gruesome a reality. Doubtless we shall prefer to
continue with our FREEDOM OF SPEECH,
FREEDOM OF DEED, and FREEDOM
TO
RENDER USEFUL SERVICE IN RETURN FOR RICHES.
The practice, by Government
officials of extending to men and women the privilege of raiding the
public treasury in return for votes, sometimes results in election, but
as night follows day, the final payoff comes; when every penny
wrongfully used, must be repaid with compound interest on compound
interest. If those who make the grab are not forced to repay, the
burden falls on their children, and their children's children, "even
unto the third and fourth generations." There is no way to avoid the
debt.
Men can, and sometimes do,
form
themselves into groups for the purpose of crowding wages up, and
working hours down. There is a point beyond which they cannot go. It is
the point at which the LAW OF ECONOMICS steps in, and the sheriff gets
both the employer and the employees.
For 6 years, from 1929, to
1935, the
people of America, both rich and poor, barely missed seeing the Old Man
Economics hand over to the sheriff all the businesses, and industries
and banks. It was not a pretty sight! It did not increase our respect
for mob psychology through which men cast reason to the winds and start
trying to GET without GIVING. We who went through those 6 discouraging
years, when FEAR WAS IN THE SADDLE, AND FAITH WAS ON THE GROUND, cannot
forget how ruthlessly the LAW OF ECONOMICS exacted its toll from both
rich and poor, weak and strong, old and young. We shall not wish to go
through another such experience. These observations are not founded
upon short-time experience. They are the result of 25 years of careful
analysis of the methods of both the most successful and the most
unsuccessful men America has known.
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