Think and Grow Rich





Napoleon Hill



Author’s Preface p. 3

Chapter 1 — Introduction p. 9

Chapter 2 — Desire: The Turning Point of All Achievement p. 22

Chapters — Faith Visualization of, and Belief in Attainment of Desire p. 40

Chapter 4 — Auto-Suggestion the Medium for Influencing the Subconscious Mind p. 58

Chapter 5 — Specialized Knowledge, Personal Experiences or Observations p. 64

Chapter 6 — Imagination: the Workshop of the Mind p. 77

Chapter 7 — Organized Planning, the Crystallization of Desire into Action p. 90

Chapter 8 — Decision: the Mastery of Procrastination p. 128

Chapter 9 — Persistence: the Sustained Effort Necessary to Induce Faith p. 138

Chapter 10 — Power of the Master Mind: the Driving Force p. 153

Chapter 11 — The Mystery of Sex Transmutation p. 160

Chapter 12 — The Subconscious Mind: The Connecting Link p. 180

Chapter 13 — The Brain: A Broadcasting and Receiving Station for Thought p. 187

Chapter 14 — The Sixth Sense: The Door to the Temple of Wisdom p. 193

Chapter 15 — How to Outwit the Six Ghosts of Fear p. 203


Author’s Preface

IN EVERY chapter of this book, mention has been made of the money-making
secret which has made fortunes for more than five hundred 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 a quarter
of 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.

This book contains the secret, after having been put to a practical test by thou-
sands of people, in almost every walk of life. It was Mr. Carnegie’s idea that the
magic formula, which gave him a stupendous fortune, ought to be placed within
reach of people who do not have time to investigate how men make money, and
it was his hope that I might test and demonstrate the soundness of the formula
through the experience of men and women in every calling.

He believed the formula should be taught in all public schools and colleges, and
expressed the opinion that if it were properly taught it would so revolutionize the
entire educational system that the time spent in school could be reduced to less
than half.

His experience with Charles M. Schwab, and other young men of Mr. Schwab’s
type, convinced Mr. Carnegie that much of that which is taught in the schools is
of no value whatsoever in connection with the business of earning a living or ac-
cumulating riches. He had arrived at this decision, because he had taken into his
business one young man after another, many of them with but little schooling,
and by coaching them in the use of this formula, developed in them rare leader-
ship. Moreover, his coaching made fortunes for everyone of them who followed
his instructions. In the chapter on Faith, you will read the astounding story of
the organization of the giant United States Steel Corporation, as it was conceived
and carried out by one of the young men through whom Mr. Carnegie proved that


his formula will work for all who are ready for it. This single application of the
secret, by that young man-Charles M. Schwab-made him a huge fortune in both
money and OPPORTUNITY. Roughly speaking, this particular application of the
formula was worth six hundred million dollars. These facts-and they are facts
well known to almost everyone who knew Mr. Carnegie-give you a fair idea of
what the reading of this book may bring to you, provided you KNOW WHAT IT

Even before it had undergone twenty years of practical testing, the secret was
passed on to more than one hundred thousand men and women who have used it
for their personal benefit, as Mr. Carnegie planned that they should. Some have
made fortunes with it. Others have used it successfully in creating harmony in
their homes. A clergyman used it so effectively that it brought him an income of
upwards of $75,000.00 a year.

Arthur Nash, a Cincinnati tailor, used his near-bankrupt business as a “guinea
pig” on which to test the formula. The business came to life and made a fortune
for its owners. It is still thriving, although Mr. Nash has gone. The experiment
was so unique that newspapers and magazines, gave it more than a million dol-
lars’ worth of laudatory publicity.

The secret was passed on to Stuart Austin Wier, of Dallas, Texas. He was ready for
it-so ready that he gave up his profession and studied law. Did he succeed? That
story is told too.

I gave the secret to Jennings Randolph, the day he graduated from College, and
he has used it so successfully that he is now serving his third term as a Member
of Congress, with an excellent opportunity to keep on using it until it carries him
to the White House.

While serving as Advertising Manager of the La-Salle Extension University, when
it was little more than a name, I had the privilege of seeing J. G. Chapline, Presi-
dent of the University, use the formula so effectively that he has since made the
LaSalle one of the great extension schools of the country.

The secret to which I refer has been mentioned no fewer than a hundred times,
throughout this book. It has not been directly named, for it seems to work more
successfully when it is merely uncovered and left in sight, where THOSE WHO
ARE READY, and SEARCHING FOR IT, may pick it up. That is why Mr. Carnegie
tossed it to me so quietly, without giving me its specific name.


If you are READY to put it to use, you will recognize this secret at least once in
every chapter. I wish I might feel privileged to tell you how you will know if you
are ready, but that would deprive you of much of the benefit you will receive when
you make the discovery in your own way.

While this book was being written, my own son, who was then finishing the last
year of his college work, picked up the manuscript of chapter two, read it, and dis-
covered the secret for himself. He used the information so effectively that he went
directly into a responsible position at a beginning salary greater than the average
man ever earns. His story has been briefly described in chapter two.

When you read it, perhaps you will dismiss any feeling you may have had, at the
beginning of the book, that it promised too much. And, too, if you have ever been
discouraged, if you have had difficulties to surmount which took the very soul
out of you, if you have tried and failed, if you were ever handicapped by illness
or physical affliction, this story of my son’s discovery and use of the Carnegie
formula may prove to be the oasis in the Desert of Lost Hope, for which you have
been searching.

This secret was extensively used by President Woodrow Wilson, during the World
War. It was passed on to every soldier who fought in the war, carefully wrapped
in the training received before going to the front. President Wilson told me it was
a strong factor in raising the funds needed for the war.

More than twenty years ago, Hon. Manuel L. Quezon (then Resident Commis-
sioner of the Philippine Islands), was inspired by the secret to gain freedom for
his people. He has gained freedom for the Philippines, and is the first President
of the free state. A peculiar thing about this secret is that those who once acquire
it and use it, find themselves literally swept on to success, with but little effort,
and they never again submit to failure! If you doubt this, study the names of those
who have used it, wherever they have been mentioned, check their records for
yourself, and be convinced.

There is no such thing as SOMETHING FOR NOTHING!

The secret to which I refer cannot be had without a price, although the price is far
less than its value. It cannot be had at any price by those who are not intentionally
searching for it. It cannot be given away, it cannot be purchased for money, for
the reason that it comes in two parts. One part is already in possession of those
who are ready for it. The secret serves equally well, all who are ready for it.



Education has nothing to do with it. Long before I was born, the secret had found
its way into the possession of Thomas A. Edison, and he used it so intelligently
that he became the world’s leading inventor, although he had but three months
of schooling. The secret was passed on to a business associate of Mr. Edison. He
used it so effectively that, although he was then making only $12,000 a year, he
accumulated a great fortune, and retired from active business while still a young
man. You will find his story at the beginning of the first chapter. It should con-
vince you that riches are not beyond your reach, that you can still be what you
wish to be, that money, fame, recognition and happiness can be had by all who
are ready and determined to have these blessings.

How do I know these things? You should have the answer before you finish this
book. You may find it in the very first chapter, or on the last page.

While I was performing the twenty year task of research, which I had undertak-
en at Mr. Carnegie’s request, I analyzed hundreds of well known men, many of
whom admitted that they had accumulated their vast fortunes through the aid of
the Carnegie secret; among these men were: –



























These names represent but a small fraction of the hundreds of well known Ameri-
cans whose achievements, financially and otherwise, prove that those who un-
derstand and apply the Carnegie secret, reach high stations in life. I have never
known anyone who was inspired to use the secret, who did not achieve notewor-
thy success in his chosen calling. I have never known any person to distinguish
himself, or to accumulate riches of any consequence, without possession of the

From these two facts I draw the conclusion that the secret is more important, as
a part of the knowledge essential for self-determination, than any which one re-
ceives through what is popularly known as “education.”

What is EDUCATION, anyway? This has been answered in full detail. As far as
schooling is concerned, many of these men had very little. John Wanamaker once
told me that what little schooling he had, he acquired in very much the same
manner as a modern locomotive takes on water, by “scooping it up as it runs.”
Henry Ford never reached high school, let alone college. I am not attempting
to minimize the value of schooling, but I am trying to express my earnest belief
that those who master and apply the secret will reach high stations, accumulate
riches, and bargain with life on their own terms, even if their schooling has been

Somewhere, as you read, the secret to which I refer will jump from the page and
stand boldly before you, IF YOU ARE READY FOR IT! When it appears, you will
recognize it. Whether you receive the sign in the first or the last chapter, stop for a
moment when it presents itself, and turn down a glass, for that occasion will mark
the most important turning-point of your life.

We pass now, to Chapter One, and to the story of my very dear friend, who has gen-
erously acknowledged having seen the mystic sign, and whose business achieve-
ments are evidence enough that he turned down a glass. As you read his story,
and the others, remember that they deal with the important problems of life, such
as all men experience. The problems arising from one’s endeavor to earn a living,
to find hope, courage, contentment and peace of mind; to accumulate riches and
to enjoy freedom of body and spirit.

Remember, too, as you go through the book, that it deals with facts and not with
fiction, its purpose being to convey a great universal truth through which all who
are READY may learn, not only WHAT TO DO, BUT ALSO HOW TO DO IT! and


As a final word of preparation, before you begin the first chapter, may I offer
one brief suggestion which may provide a clue by which the Carnegie secret may

If you are ready for the secret, you already possess one half of it, therefore, you
will readily recognize the other half the moment it reaches your mind.




Chapter 1



TRULY, “thoughts are things,” and powerful things at that, when they are mixed
with definiteness of purpose, persistence, and a BURNING DESIRE for their
translation into riches, or other material objects.

A little more than thirty years ago, Edwin C. Barnes discovered how true it is that
men really do THINK AND GROW RICH. His discovery did not come about at
one sitting. It came little by little, beginning with a BURNING DESIRE to become
a business associate of the great Edison.

One of the chief characteristics of Barnes’ Desire was that it was definite. He
wanted to work with Edison, not for him. Observe, carefully, the description of
how he went about translating his DESIRE into reality, and you will have a better
understanding of the thirteen principles which lead to riches. When this DESIRE,
or impulse of thought, first flashed into his mind he was in no position to act upon
it. Two difficulties stood in his way. He did not know Mr. Edison, and he did not
have enough money to pay his railroad fare to Orange, New Jersey. These diffi-
culties were sufficient to have discouraged the majority of men from making any
attempt to carry out the desire.

But his was no ordinary desire! He was so determined to find a way to carry out
his desire that he finally decided to travel by “blind baggage,” rather than be de-
feated. (To the uninitiated, this means that he went to East Orange on a freight
train). He presented himself at Mr. Edison’s laboratory, and announced he had
come to go into business with the inventor. In speaking of the first meeting be-
tween Barnes and Edison, years later, Mr. Edison said, “He stood there before
me, looking like an ordinary tramp, but there was something in the expression
of his face which conveyed the impression that he was determined to get what he
had come after. I had learned, from years of experience with men, that when a
man really DESIRES a thing so deeply that he is willing to stake his entire future
on a single turn of the wheel in order to get it, he is sure to win. I gave him the op-
portunity he asked for, because I saw he had made up his mind to stand by until
he succeeded. Subsequent events proved that no mistake was made.”



Just what young Barnes said to Mr. Edison on that occasion was far less impor-
tant than that which he thought. Edison, himself, said so! It could not have been
the young man’s appearance which got him his start in the Edison office, for that
was definitely against him. It was what he THOUGHT that counted. If the sig-
nificance of this statement could be conveyed to every person who reads it, there
would be no need for the remainder of this book.

Barnes did not get his partnership with Edison on his first interview. He did get
a chance to work in the Edison offices, at a very nominal wage, doing work that
was unimportant to Edison, but most important to Barnes, because it gave him
an opportunity to display his “merchandise” where his intended “partner” could
see it. Months went by. Apparently nothing happened to bring the coveted goal
which Barnes had set up in his mind as his DEFINITE MAJOR PURPOSE. But
something important was happening in Barnes’ mind. He was constantly intensi-
fying his DESIRE to become the business associate of Edison.

Psychologists have correctly said that “when one is truly ready for a thing, it puts
in its appearance.” Barnes was ready for a business association with Edison,

He did not say to himself, “Ah well, what’s the use? I guess I’ll change my mind
and try for a salesman’s job.” But, he did say, “I came here to go into business
with Edison, and I’ll accomplish this end if it takes the remainder of my life.” He
meant it! What a different story men would have to tell if only they would adopt a
DEFINITE PURPOSE, and stand by that purpose until it had time to become an
all-consuming obsession!

Maybe young Barnes did not know it at the time, but his bulldog determination,
his persistence in standing back of a single DESIRE, was destined to mow down
all opposition, and bring him the opportunity he was seeking.

When the opportunity came, it appeared in a different form, and from a different
direction than Barnes had expected. That is one of the tricks of opportunity. It has
a sly habit of slipping in by the back door, and often it comes disguised in the form
of misfortune, or temporary defeat. Perhaps this is why so many fail to recognize
opportunity. Mr. Edison had just perfected a new office device, known at that
time, as the Edison Dictating Machine (now the Ediphone). His salesmen were
not enthusiastic over the machine. They did not believe it could be sold without
great effort. Barnes saw his opportunity. It had crawled in quietly, hidden in a
queer looking machine which interested no one but Barnes and the inventor.



Barnes knew he could sell the Edison Dictating Machine. He suggested this to
Edison, and promptly got his chance. He did sell the machine. In fact, he sold it
so successfully that Edison gave him a contract to distribute and market it all over
the nation. Out of that business association grew the slogan, “Made by Edison
and installed by Barnes.”

The business alliance has been in operation for more than thirty years. Out of
it Barnes has made himself rich in money, but he has done something infinitely
greater, he has proved that one really may “Think and Grow Rich.”

How much actual cash that original DESIRE of Barnes’ has been worth to him,
I have no way of knowing. Perhaps it has brought him two or three million dol-
lars, but the amount, whatever it is, becomes insignificant when compared with
the greater asset he acquired in the form of definite knowledge that an intangible
impulse of thought can be transmuted into its physical counterpart by the appli-
cation of known principles.

Barnes literally thought himself into a partnership with the great Edison! He
thought himself into a fortune. He had nothing to start with, except the capacity
THAT DESIRE UNTIL HE REALIZED IT. He had no money to begin with. He
had but little education. He had no influence. But he did have initiative, faith, and
the will to win. With these intangible forces he made himself number one man
with the greatest inventor who ever lived.

Now, let us look at a different situation, and study a man who had plenty of tan-
gible evidence of riches, but lost it, because he stopped three feet short of the goal
he was seeking.


One of the most common causes of failure is the habit of quitting when one is
overtaken by temporary defeat. Every person is guilty of this mistake at one time
or another. An uncle of R. U. Darby was caught by the “gold fever” in the gold-
rush days, and went west to DIG AND GROW RICH. He had never heard that
more gold has been mined from the brains of men than has ever been taken from
the earth. He staked a claim and went to work with pick and shovel. The going
was hard, but his lust for gold was definite.

After weeks of labor, he was rewarded by the discovery of the shining ore. He
needed machinery to bring the ore to the surface. Quietly, he covered up the mine,



retraced his footsteps to his home in Williamsburg, Maryland, told his relatives
and a few neighbors of the “strike.” They got together money for the needed ma-
chinery, had it shipped. The uncle and Darby went back to work the mine.

The first car of ore was mined, and shipped to a smelter. The returns proved they
had one of the richest mines in Colorado! A few more cars of that ore would clear
the debts. Then would come the big killing in profits.

Down went the drills! Up went the hopes of Darby and Uncle! Then something
happened! The vein of gold ore disappeared! They had come to the end of the
rainbow, and the pot of gold was no longer there! They drilled on, desperately
trying to pick up the vein again-all to no avail.

Finally, they decided to QUIT. They sold the machinery to a junk man for a few
hundred dollars, and took the train back home. Some “junk” men are dumb, but
not this one! He called in a mining engineer to look at the mine and do a little
calculating. The engineer advised that the project had failed, because the owners
were not familiar with “fault lines.” His calculations showed that the vein would
DRILLING! That is exactly where it was found!

The “Junk” man took millions of dollars in ore from the mine, because he knew
enough to seek expert counsel before giving up. Most of the money which went
into the machinery was procured through the efforts of R. U. Darby, who was
then a very young man. The money came from his relatives and neighbors, be-
cause of their faith in him. He paid back every dollar of it, although he was years
in doing so.

Long afterward, Mr. Darby recouped his loss many times over, when he made the
discovery that DESIRE can be transmuted into gold. The discovery came after he
went into the business of selling life insurance.

Remembering that he lost a huge fortune, because he STOPPED three feet from
gold, Darby profited by the experience in his chosen work, by the simple method
of saying to himself, “I stopped three feet from gold, but I will never stop because
men say v no’ when I ask them to buy insurance.”

Darby is one of a small group of fewer than fifty men who sell more than a mil-
lion dollars in life insurance annually. He owes his “stickability” to the lesson he
learned from his “quitability” in the gold mining business.



Before success comes in any man’s life, he is sure to meet with much temporary
defeat, and, perhaps, some failure. When defeat overtakes a man, the easiest and
most logical thing to do is to QUIT. That is exactly what the majority of men do.

More than five hundred of the most successful men this country has ever known,
told the author their greatest success came just one step beyond the point at which
defeat had overtaken them. Failure is a trickster with a keen sense of irony and

It takes great delight in tripping one when success is almost within reach.


Shortly after Mr. Darby received his degree from the “University of Hard Knocks, ”
and had decided to profit by his experience in the gold mining business, he had
the good fortune to be present on an occasion that proved to him that “No”
does not necessarily mean no.

One afternoon he was helping his uncle grind wheat in an old fashioned mill.
The uncle operated a large farm on which a number of colored sharecrop farmers
lived. Quietly, the door was opened, and a small colored child, the daughter of a
tenant, walked in and took her place near the door.

The uncle looked up, saw the child, and barked at her roughly, “what do you
want?” Meekly, the child replied, “My mammy say send her fifty cents.” “I’ll not
do it,” the uncle retorted, “Now you run on home.” “Yas sah,” the child replied.
But she did not move. The uncle went ahead with his work, so busily engaged that
he did not pay enough attention to the child to observe that she did not leave.
When he looked up and saw her still standing there, he yelled at her, “I told you
to go on home! Now go, or I’ll take a switch to you.” The little girl said “yas sah,”
but she did not budge an inch. The uncle dropped a sack of grain he was about to
pour into the mill hopper, picked up a barrel stave, and started toward the child
with an expression on his face that indicated trouble.

Darby held his breath. He was certain he was about to witness a murder. He knew
his uncle had a fierce temper. He knew that colored children were not supposed
to defy white people in that part of the country.

When the uncle reached the spot where the child was standing, she quickly
stepped forward one step, looked up into his eyes, and screamed at the top of her



The uncle stopped, looked at her for a minute, then slowly laid the barrel stave on
the floor, put his hand in his pocket, took out half a dollar, and gave it to her. The
child took the money and slowly backed toward the door, never taking her eyes
off the man whom she had just conquered.

After she had gone, the uncle sat down on a box and looked out the window into
space for more than ten minutes. He was pondering, with awe, over the whipping
he had just taken. Mr. Darby, too, was doing some thinking. That was the first
time in all his experience that he had seen a colored child deliberately master an
adult white person. How did she do it? What happened to his uncle that caused
him to lose his fierceness and become as docile as a lamb? What strange power
did this child use that made her master over her superior? These and other simi-
lar questions flashed into Darby’s mind, but he did not find the answer until years
later, when he told me the story.

Strangely, the story of this unusual experience was told to the author in the old
mill, on the very spot where the uncle took his whipping. Strangely, too, I had
devoted nearly a quarter of a century to the study of the power which enabled an
ignorant, illiterate colored child to conquer an intelligent man.

As we stood there in that musty old mill, Mr. Darby repeated the story of the unu-
sual conquest, and finished by asking, “What can you make of it? What strange
power did that child use, that so completely whipped my uncle?”

The answer to his question will be found in the principles described in this book.
The answer is full and complete. It contains details and instructions sufficient to
enable anyone to understand, and apply the same force which the little child ac-
cidentally stumbled upon.

Keep your mind alert, and you will observe exactly what strange power came to
the rescue of the child, you will catch a glimpse of this power in the next chapter.
Somewhere in the book you will find an idea that will quicken your receptive
powers, and place at your command, for your own benefit, this same irresistible
power. The awareness of this power may come to you in the first chapter, or it
may flash into your mind in some subsequent chapter. It may come in the form of
a single idea. Or, it may come in the nature of a plan, or a purpose. Again, it may
cause you to go back into your past experiences of failure or defeat, and bring to
the surface some lesson by which you can regain all that you lost through defeat.

After I had described to Mr. Darby the power unwittingly used by the little colored
child, he quickly retraced his thirty years of experience as a life insurance sales-



man, and frankly acknowledged that his success in that field was due, in no small
degree, to the lesson he had learned from the child.

Mr. Darby pointed out: “every time a prospect tried to bow me out, without buy-
ing, I saw that child standing there in the old mill, her big eyes glaring in defiance,
and I said to myself, “I’ve gotta make this sale.’ The better portion of all sales I
have made, were made after people had said “NO’.”

He recalled, too, his mistake in having stopped only three feet from gold, “but,”
he said, “that experience was a blessing in disguise. It taught me to keep on keep-
ing on, no matter how hard the going may be, a lesson I needed to learn before I
could succeed in anything.”

This story of Mr. Darby and his uncle, the colored child and the gold mine, doubt-
less will be read by hundreds of men who make their living by selling life insur-
ance, and to all of these, the author wishes to offer the suggestion that Darby
owes to these two experiences his ability to sell more than a million dollars of life
insurance every year.

Life is strange, and often imponderable! Both the successes and the failures have
their roots in simple experiences. Mr. Darby’s experiences were commonplace
and simple enough, yet they held the answer to his destiny in life, therefore they
were as important (to him) as life itself. He profited by these two dramatic experi-
ences, because he analyzed them, and found the lesson they taught. But what of
the man who has neither the time, nor the inclination to study failure in search of
knowledge that may lead to success?

Where, and how is he to learn the art of converting defeat into stepping stones to

In answer to these questions, this book was written. The answer called for a de-
scription of thirteen principles, but remember, as you read, the answer you may
be seeking, to the questions which have caused you to ponder over the strange-
ness of life, maybe found in your own mind, through some idea, plan, or purpose
which may spring into your mind as you read.

One sound idea is all that one needs to achieve success. The principles described
in this book, contain the best, and the most practical of all that is known, concern-
ing ways and means of creating useful ideas.

Before we go any further in our approach to the description of these principles,
we believe you are entitled to receive this important suggestion…. WHEN RICHES




This is an astounding statement, and all the more so, when we take into consider-
ation the popular belief, that riches come only to those who work hard and long.

When you begin to THINK AND GROW RICH, you will observe that riches begin
with a state of mind, with definiteness of purpose, with little or no hard work.
You, and every other person, ought to be interested in knowing how to acquire
that state of mind which will attract riches. I spent twenty-five years in research,
analyzing more than 25,000 people, because I, too, wanted to know “how wealthy
men become that way.

Without that research, this book could not have been written. Here take notice of
a very significant truth, viz:

The business depression started in 1929, and continued on to an all time record of
destruction, until sometime after President Roosevelt entered office. Then the de-
pression began to fade into nothingness. Just as an electrician in a theatre raises
the lights so gradually that darkness is transmuted into light before you realize it,
so did the spell of fear in the minds of the people gradually fade away and become

Observe very closely, as soon as you master the principles of this philosophy, and
begin to follow the instructions for applying those principles, your financial sta-
tus will begin to improve, and everything you touch will begin to transmute itself
into an asset for your benefit. Impossible? Not at all!

One of the main weaknesses of mankind is the average man’s familiarity with the
word “impossible.” He knows all the rules which will NOT work. He knows all
the things which CANNOT be done. This book was written for those who seek the
rules which have made others successful, and are willing to stake everything on
those rules. A great many years ago I purchased a fine dictionary. The first thing I
did with it was to turn to the word “impossible,” and neatly clip it out of the book.
That would not be an unwise thing for you to do. Success comes to those who

Failure comes to those who indifferently allow themselves to become FAILURE



The object of this book is to help all who seek it, to learn the art of changing their

Another weakness found in altogether too many people, is the habit of measuring
everything, and everyone, by their own impressions and beliefs. Some who will
read this, will believe that no one can THINK AND GROW RICH. They cannot
think in terms of riches, because their thought habits have been steeped in pov-
erty, want, misery, failure, and defeat.

These unfortunate people remind me of a prominent Chinese, who came to Amer-
ica to be educated in American ways. He attended the University of Chicago. One
day President Harper met this young Oriental on the campus, stopped to chat
with him for a few minutes, and asked what had impressed him as being the most
noticeable characteristic of the American people.

“Why,” the Chinaman exclaimed, “the queer slant of your eyes. Your eyes are off
slant!” What do we say about the Chinese? We refuse to believe that which we do
not understand. We foolishly believe that our own limitations are the proper meas-
ure of limitations. Sure, the other fellow’s eyes are “off slant,” BECAUSE THEY
ARE NOT THE SAME AS OUR OWN. Millions of people look at the achievements
of Henry Ford, after he has arrived, and envy him, because of his good fortune, or
luck, or genius, or whatever it is that they credit for Ford’s fortune. Perhaps one
person in every hundred thousand knows the secret of Ford’s success, and those
who do know are too modest, or too reluctant, to speak of it, because of its sim-
plicity. A single transaction will illustrate the “secret” perfectly.

A few years back, Ford decided to produce his now famous V-8 motor. He chose
to build an engine with the entire eight cylinders cast in one block, and instructed
his engineers to produce a design for the engine. The design was placed on paper,
but the engineers agreed, to a man, that it was simply impossible to cast an eight-
cylinder gas engine block in one piece.

Ford said, “Produce it anyway.” “But,” they replied, “it’s impossible!” “Go ahead,”
Ford commanded, “and stay on the job until you succeed no matter how much
time is required.”

The engineers went ahead. There was nothing else for them to do, if they were
to remain on the Ford staff. Six months went by, nothing happened. Another six
months passed, and still nothing happened. The engineers tried every conceiv-
able plan to carry out the orders, but the thing seemed out of the question; “im-



At the end of the year Ford checked with his engineers, and again they informed
him they had found no way to carry out his orders.

“Go right ahead,” said Ford, “I want it, and I’ll have it.” They went ahead, and
then, as if by a stroke of magic, the secret was discovered.

The Ford DETERMINATION had won once more!

This story may not be described with minute accuracy, but the sum and substance
of it is correct. Deduce from it, you who wish to THINK AND GROW RICH, the
secret of the Ford millions, if you can. You’ll not have to look very far. Henry Ford
is a success, because he understands, and applies the principles of success. One
of these is DESIRE: knowing what one wants. Remember this Ford story as you
read, and pick out the lines in which the secret of his stupendous achievement
have been described. If you can do this, if you can lay your finger on the particular
group of principles which made Henry Ford rich, you can equal his achievements
in almost any calling for which you are suited.


When Henley wrote the prophetic lines, “I am the Master of my Fate, I am the Cap-
tain of my Soul,” he should have informed us that we are the Masters of our Fate,
the Captains of our Souls, because we have the power to control our thoughts.

He should have told us that the ether in which this little earth floats, in which we
move and have our being, is a form of energy moving at an inconceivably high
rate of vibration, and that the ether is filled with a form of universal power which
ADAPTS itself to the nature of the thoughts we hold in our minds; and INFLU-
ENCES us, in natural ways, to transmute our thoughts into their physical equiva-

If the poet had told us of this great truth, we would know WHY IT IS that we are
the Masters of our Fate, the Captains of our Souls. He should have told us, with
great emphasis, that this power makes no attempt to discriminate between de-
structive thoughts and constructive thoughts, that it will urge us to translate into
physical reality thoughts of poverty, just as quickly as it will influence us to act
upon thoughts of riches.

He should have told us, too, that our brains become magnetized with the domi-
nating thoughts which we hold in our minds, and, by means with which no man



is familiar, these “magnets” attract to us the forces, the people, the circumstances
of life which harmonize with the nature of our dominating thoughts.

He should have told us, that before we can accumulate riches in great abundance,
we must magnetize our minds with intense DESIRE for riches, that we must be-
come “money conscious until the DESIRE for money drives us to create definite
plans for acquiring it.

But, being a poet, and not a philosopher, Henley contented himself by stating a
great truth in poetic form, leaving those who followed him to interpret the philo-
sophical meaning of his lines.

Little by little, the truth has unfolded itself, until it now appears certain that the
principles described in this book, hold the secret of mastery over our economic

We are now ready to examine the first of these principles. Maintain a spirit of
open-mindedness, and remember as you read, they are the invention of no one
man. The principles were gathered from the life experiences of more than 500
men who actually accumulated riches in huge amounts; men who began in pov-
erty, with but little education, without influence. The principles worked for these
men. You can put them to work for your own enduring benefit.

You will find it easy, not hard, to do.

Before you read the next chapter, I want you to know that it conveys factual in-
formation which might easily change your entire financial destiny, as it has so
definitely brought changes of stupendous proportions to two people described.

I want you to know, also, that the relationship between these two men and myself,
is such that I could have taken no liberties with the facts, even if I had wished to
do so. One of them has been my closest personal friend for almost twenty-five
years, the other is my own son. The unusual success of these two men, success
which they generously accredit to the principle described in the next chapter,
more than justifies this personal reference as a means of emphasizing the far-
flung power of this principle.

Almost fifteen years ago, I delivered the Commencement Address at Salem Col-
lege, Salem, West Virginia. I emphasized the principle described in the next chap-
ter, with so much intensity that one of the members of the graduating class defi-
nitely appropriated it, and made it a part of his own philosophy. The young man
is now a Member of Congress, and an important factor in the present administra-



tion. Just before this book went to the publisher, he wrote me a letter in which
he so clearly stated his opinion of the principle outlined in the next chapter, that
I have chosen to publish his letter as an introduction to that chapter. It gives you
an idea of the rewards to come.

“My dear Napoleon:

“My service as a Member of Congress having given me an insight into the problems of men and
women, I am writing to offer a suggestion which may become helpful to thousands of worthy

“With apologies, I must state that the suggestion, if acted upon, will mean several years of
labor and responsibility for you, but I am en-heartened to make the suggestion, because I know
your great love for rendering useful service.

“In 1922, you delivered the Commencement address at Salem College, when I was a member’
of the graduating class. In that address, you planted in my mind an idea which has been respon-
sible for the opportunity I now have to serve the people of my State, and will be responsible, in
a very large measure, for whatever success I may have in the future.

“The suggestion I have in mind is, that you put into a book the sum and substance of the address
you delivered at Salem College, and in that way give the people of America an opportunity to
profit by your many years of experience and association with the men who, by their greatness,
have made America the richest nation on earth.

“I recall, as though it were yesterday, the marvelous description you gave of the method by
which Henry Ford, with but little schooling, without a dollar, with no influential friends, rose to
great heights. I made up my mind then, even before you had finished your speech, that I would
make a place for myself, no matter how many difficulties I had to surmount.

“Thousands of young people will finish their schooling this year, and within the next few years.
Every one of them will be seeking just such a message of practical encouragement as the one I
received from you. They will want to know where to turn, what to do, to get started in life. You
can tell them, because you have helped to solve the problems of so many, many people.

“If there is any possible way that you can afford to render so great a service, may I offer the
suggestion that you include with every book, one of your Personal Analysis Charts, in order that
the purchaser of the book may have the benefit of a complete self-inventory, indicating, as you
indicated to me years ago, exactly what is standing in the way of success.

“Such a service as this, providing the readers of your book with a complete, unbiased picture of
their faults and their virtues, would mean to them the difference between success and failure.
The service would be priceless.

“Millions of people are now facing the problem of staging a come-back, because of the depres-
sion, and I speak from personal experience when I say, I know these earnest people would wel-
come the opportunity to tell you their problems, and to receive your suggestions for the solu-

“You know the problems of those who face the necessity of beginning all over again. There are
thousands of people in America today who would like to know how they can convert ideas into
money, people who must start at scratch, without finances, and recoup their losses. If anyone
can help them, you can.



“If you publish the book, I would like to own the first copy that conies from the press, personally
autographed by you. “With best wishes, believe me,

“Cordially yours,




Chapter 2

Desire: The Starting Point of All Achievement

The First Step toward Riches

WHEN Edwin C. Barnes climbed down from the freight train in Orange, N. J.,
more than thirty years ago, he may have resembled a tramp, but his thoughts
were those of a king!

As he made his way from the railroad tracks to Thomas A Edison’s office, his
mind was at work. He saw himself standing in Edison’s presence. He heard him-
self asking Mr. Edison for an opportunity to carry out the one CONSUMING OB-
SESSION OF HIS LIFE, a BURNING DESIRE to become the business associate
of the great inventor.

Barnes’ desire was not a hope! It was not a wish! It was a keen, pulsating DE-
SIRE, which transcended everything else. It was DEFINITE.

The desire was not new when he approached Edison. It had been Barnes’ domi-
nating desire for a long time. In the beginning, when the desire first appeared in
his mind, it may have been, probably was, only a wish, but it was no mere wish
when he appeared before Edison with it.

A few years later, Edwin C. Barnes again stood before Edison, in the same office
where he first met the inventor. This time his DESIRE had been translated into
reality. He was in business with Edison. The dominating DREAM OF HIS LIFE
had become a reality.

Today, people who know Barnes envy him, because of the “break” life yielded
him. They see him in the days of his triumph, without taking the trouble to inves-
tigate the cause of his success.

Barnes succeeded because he chose a definite goal, placed all his energy, all his
will power, all his effort, everything back of that goal. He did not become the part-
ner of Edison the day he arrived. He was content to start in the most menial work,
as long as it provided an opportunity to take even one step toward his cherished
goal. Five years passed before the chance he had been seeking made its appear-
ance. During all those years not one ray of hope, not one promise of attainment of
his DESIRE had been held out to him. To everyone, except himself, he appeared



only another cog in the Edison business wheel, but in his own mind, HE WAS
that he first went to work there.

It is a remarkable illustration of the power of a DEFINITE DESIRE. Barnes won
his goal, because he wanted to be a business associate of Mr. Edison, more than
he wanted anything else. He created a plan by which to attain that purpose. But
he BURNED ALL BRIDGES BEHIND HIM. He stood by his DESIRE until it be-
came the dominating obsession of his life-and-finally, a fact.

When he went to Orange, he did not say to himself, “I will try to induce Edison to
give me a job of some soft.” He said, “I will see Edison, and put him on notice that
I have come to go into business with him.

He did not say, “I will work there for a few months, and if I get no encouragement,
I will quit and get a job somewhere else.” He did say, “I will start anywhere. I will
do anything Edison tells me to do, but before I am through, I will be his associ-

He did not say, “I will keep my eyes open for another opportunity, in case I fail to
get what I want in the Edison organization.” He said, “There is but ONE thing in
this world that I am determined to have, and that is a business association with
Thomas A. Edison. I will burn all bridges behind me, and stake my ENTIRE FU-
TURE on my ability to get what I want.”

He left himself no possible way of retreat. He had to win or perish!

That is all there is to the Barnes story of success! A long while ago, a great war-
rior faced a situation which made it necessary for him to make a decision which
insured his success on the battlefield. He was about to send his armies against
a powerful foe, whose men outnumbered his own. He loaded his soldiers into
boats, sailed to the enemy’s country, unloaded soldiers and equipment, then gave
the order to burn the ships that had carried them. Addressing his men before the
first battle, he said, “You see the boats going up in smoke. That means that we
cannot leave these shores alive unless we win! We now have no choice-we win-or
we perish! They won.

Every person who wins in any undertaking must be willing to burn his ships and
cut all sources of retreat. Only by so doing can one be sure of maintaining that
state of mind known as a BURNING DESIRE TO WIN, essential to success.



The morning after the great Chicago fire, a group of merchants stood on State
Street, looking at the smoking remains of what had been their stores. They went
into a conference to decide if they would try to rebuild, or leave Chicago and start
over in a more promising section of the country. They reached a decision-all ex-
cept one-to leave Chicago.

The merchant who decided to stay and rebuild pointed a finger at the remains of
his store, and said, “Gentlemen, on that very spot I will build the world’s greatest
store, no matter how many times it may burn down.”

That was more than fifty years ago. The store was built. It stands there today, a
towering monument to the power of that state of mind known as a BURNING
DESIRE. The easy thing for Marshal Field to have done, would have been exactly
what his fellow merchants did. When the going was hard, and the future looked
dismal, they pulled up and went where the going seemed easier.

Mark well this difference between Marshal Field and the other merchants, be-
cause it is the same difference which distinguishes Edwin C. Barnes from thou-
sands of other young men who have worked in the Edison organization. It is the
same difference which distinguishes practically all who succeed from those who

Every human being who reaches the age of understanding of the purpose of mon-
ey, wishes for it. Wishing will not bring riches. But desiring riches with a state of
mind that becomes an obsession, then planning definite ways and means to ac-
quire riches, and backing those plans with persistence which does not recognize
failure, will bring riches.

The method by which DESIRE for riches can be transmuted into its financial
equivalent, consists of six definite, practical steps, viz: First. Fix in your mind
the exact amount of money you desire. It is not sufficient merely to say “I want
plenty of money.”

First. Be definite as to the amount. (There is a psychological reason for definite-
ness which will be described in a subsequent chapter).

Second. Determine exactly what you intend to give in return for the money you
desire. (There is no such reality as “something for nothing.)

Third. Establish a definite date when you intend to possess the money you de-



Fourth. Create a definite plan for carrying out your desire, and begin at once,
whether you are ready or not, to put this plan into action.

Fifth. Write out a clear, concise statement of the amount of money you intend to
acquire, name the time limit for its acquisition, state what you intend to give in
return for the money, and describe clearly the plan through which you intend to
accumulate it.

Sixth. Read your written statement aloud, twice daily, once just before retiring
at night, and once after arising in the morning. AS YOU READ-SEE AND FEEL

It is important that you follow the instructions described in these six steps. It
is especially important that you observe, and follow the instructions in the sixth
paragraph. You may complain that it is impossible for you to “see yourself in pos-
session of money” before you actually have it. Here is where a BURNING DESIRE
will come to your aid. If you truly DESIRE money so keenly that your desire is an
obsession, you will have no difficulty in convincing yourself that you will acquire
it. The object is to want money, and to become so determined to have it that you
CONVINCE yourself you will have it.

Only those who become “money conscious” ever accumulate great riches. “Money
consciousness” means that the mind has become so thoroughly saturated with
the DESIRE for money, that one can see one’s self already in possession of it.

To the uninitiated, who has not been schooled in the working principles of the
human mind, these instructions may appear impractical. It maybe helpful, to all
who fail to recognize the soundness of the six steps, to know that the informa-
tion they convey, was received from Andrew Carnegie, who began as an ordinary
laborer in the steel mills, but managed, despite his humble beginning, to make
these principles yield him a fortune of considerably more than one hundred mil-
lion dollars.

It may be of further help to know that the six steps here recommended
were carefully scrutinized by the late Thomas A. Edison, who placed his stamp of
approval upon them as being, not only the steps essential for the accumulation of
money, but necessary for the attainment of any definite goal.

The steps call for no “hard labor.” They call for no sacrifice. They do not require
one to become ridiculous, or credulous. To apply them calls for no great amount
of education. But the successful application of these six steps does call for suf-
ficient imagination to enable one to see, and to understand, that accumulation



of money cannot be left to chance, good fortune, and luck. One must realize that
all who have accumulated great fortunes, first did a certain amount of dreaming,
hoping, wishing, DESIRING, and PLANNING before they acquired money.

You may as well know, right here, that you can never have riches in great quanti-
ties, UNLESS you can work yourself into a white heat of DESIRE for money, and
actually BELIEVE you will possess it.

You may as well know, also that every great leader, from the dawn of civilization
down to the present, was a dreamer.

Christianity is the greatest potential power in the world today, because its found-
er was an intense dreamer who had the vision and the imagination to see realities
in their mental and spiritual form before they had been transmuted into physical

If you do not see great riches in your imagination, you will never see them in your
bank balance. Never, in the history of America has there been so great an oppor-
tunity for practical dreamers as now exists. The six year economic collapse has
reduced all men, substantially, to the same level. A new race is about to be run.
The stakes represent huge fortunes which will be accumulated within the next ten
years. The rules of the race have changed, because we now live in a CHANGED
WORLD that definitely favors the masses, those who had but little or no opportu-
nity to win under the conditions existing during the depression, when fear para-
lyzed growth and development.

We who are in this race for riches, should be encouraged to know that this changed
world in which we live is demanding new ideas, new ways of doing things, new
leaders, new inventions, new methods of teaching, new methods of marketing,
new books, new literature, new features for the radio, new ideas for moving pic-

Back of all this demand for new and better things, there is one quality which one
must possess to win, and that is DEFINITENESS OF PURPOSE, the knowledge
of what one wants, and a burning DESIRE to possess it.

The business depression marked the death of one age, and the birth of anoth-
er. This changed world requires practical dreamers who can, and will put their
dreams into action. The practical dreamers have always been, and always will be
the pattern-makers of civilization.



We who desire to accumulate riches, should remember the real leaders of the
world always have been men who harnessed, and put into practical use, the intan-
gible, unseen forces of unborn opportunity, and have converted those forces, [or
impulses of thought], into sky-scrapers, cities, factories, airplanes, automobiles,
and every form of convenience that makes life more pleasant.

Tolerance, and an open mind are practical necessities of the dreamer of today.
Those who are afraid of new ideas are doomed before they start. Never has there
been a time more favorable to pioneers than the present. True, there is no wild
and woolly west to be conquered, as in the days of the Covered Wagon; but there
is a vast business, financial, and industrial world to be remoulded and redirected
along new and better lines.

In planning to acquire your share of the riches, let no one influence you to scorn
the dreamer. To win the big stakes in this changed world, you must catch the
spirit of the great pioneers of the past, whose dreams have given to civilization all
that it has of value, the spirit which serves as the life-blood of our own country-
your opportunity and mine, to develop and market our talents.

Let us not forget, Columbus dreamed of an Unknown world, staked his life on the
existence of such a world, and discovered it!

Copernicus, the great astronomer, dreamed of a multiplicity of worlds, and re-
vealed them! No one denounced him as “impractical” after he had triumphed.
Instead, the world worshipped at his shrine, thus proving once more that “SUC-

If the thing you wish to do is right, and you believe in it, go ahead and do it! Put
your dream across, and never mind what “they” say if you meet with temporary
defeat, for “they,” perhaps, do not know that EVERY FAILURE BRINGS WITH

Henry Ford, poor and uneducated, dreamed of a horseless carriage, went to work
with what tools he possessed, without waiting for opportunity to favor him, and
now evidence of his dream belts the entire earth. He has put more wheels into
operation than any man who ever lived, because he was not afraid to back his

Thomas Edison dreamed of a lamp that could be operated by electricity, began
where he stood to put his dream into action, and despite more than ten thousand
failures, he stood by that dream until he made it a physical reality. Practical
dreamers DO NOT QUIT! Whelan dreamed of a chain of cigar stores, transformed



his dream into action, and now the United Cigar Stores occupy the best corners
in America.

Lincoln dreamed of freedom for the black slaves, put his dream into action, and
barely missed living to see a united North and South translate his dream into

The Wright brothers dreamed of a machine that would fly through the air. Now
one may see evidence all over the world, that they dreamed soundly.

Marconi dreamed of a system for harnessing the intangible forces of the ether.
Evidence that he did not dream in vain, may be found in every wireless and ra-
dio in the world. Moreover, Marconi’s dream brought the humblest cabin, and
the most stately manor house side by side. It made the people of every nation on
earth back-door neighbors. It gave the President of the United States a medium
by which he may talk to all the people of America at one time, and on short notice.
It may interest you to know that Marconi’s “friends” had him taken into custody,
and examined in a psychopathic hospital, when he announced he had discovered
a principle through which he could send messages through the air, without the
aid of wires, or other direct physical means of communication. The dreamers of
today fare better.

The world has become accustomed to new discoveries. Nay, it has shown a will-
ingness to reward the dreamer who gives the world a new idea.

“The greatest achievement was, at first, and for a time, but a dream.”

“The oak sleeps in the acorn. The bird waits in the egg, and in the highest vision of
the soul, a waking angel stirs. DREAMS ARE THE SEEDLINGS OF REALITY.”

Awake, arise, and assert yourself, you dreamers of the world. Your star is now in
the ascendency. The world depression brought the opportunity you have been
waiting for. It taught people humility, tolerance, and open-mindedness.

The world is filled with an abundance of OPPORTUNITY which the dreamers of
the past never knew.

A BURNING DESIRE TO BE, AND TO DO is the starting point from which the
dreamer must take off. Dreams are not born of indifference, laziness, or lack of



The world no longer scoffs at the dreamer, nor calls him impractical. If you think
it does, take a trip to Tennessee, and witness what a dreamer President has done
in the way of harnessing, and using the great water power of America. A score of
years ago, such a dream would have seemed like madness.

You have been disappointed, you have undergone defeat during the depression,
you have felt the great heart within you crushed until it bled. Take courage, for
these experiences have tempered the spiritual metal of which you are made-they
are assets of incomparable value.

Remember, too, that all who succeed in life get off to a bad start, and pass through
many heartbreaking struggles before they “arrive.” The turning point in the lives
of those who succeed, usually comes at the moment of some crisis, through which
they are introduced to their “other selves.”

John Bunyan wrote the Pilgrim’s Progress, which is among the finest of all Eng-
lish literature, after he had been confined in prison and sorely punished, because
of his views on the subject of religion.

o. Henry discovered the genius which slept within his brain, after he had met
with great misfortune, and was confined in a prison cell, in Columbus, Ohio. Be-
ing FORCED, through misfortune, to become acquainted with his “other self,”
and to use his IMAGINATION, he discovered himself to be a great author instead
of a miserable criminal and outcast. Strange and varied are the ways of life, and
stranger still are the ways of Infinite Intelligence, through which men are some-
times forced to undergo all sorts of punishment before discovering their own
brains, and their own capacity to create useful ideas through imagination.

Edison, the world’s greatest inventor and scientist, was a “tramp” telegraph op-
erator, he failed innumerable times before he was driven, finally, to the discovery
of the genius which slept within his brain.

Charles Dickens began by pasting labels on blacking pots. The tragedy of his first
love penetrated the depths of his soul, and converted him into one of the world’s
truly great authors. That tragedy produced, first, David Copperfield, then a suc-
cession of other works that made this a richer and better world for all who read his
books. Disappointment over love affairs, generally has the effect of driving men
to drink, and women to ruin; and this, because most people never learn the art of
transmuting their strongest emotions into dreams of a constructive nature.

Helen Keller became deaf, dumb, and blind shortly after birth. Despite her great-
est misfortune, she has written her name indelibly in the pages of the history of



the great. Her entire life has served as evidence that no one ever is defeated until
defeat has been accepted as a reality.

Robert Burns was an illiterate country lad, he was cursed by poverty, and grew up
to be a drunkard in the bargain. The world was made better for his having lived,
because he clothed beautiful thoughts in poetry, and thereby plucked a thorn and
planted a rose in its place.

Booker T. Washington was born in slavery, handicapped by race and color. Be-
cause he was tolerant, had an open mind at all times, on all subjects, and was a
DREAMER, he left his impress for good on an entire race.

Beethoven was deaf, Milton was blind, but their names will last as long as time
endures, because they dreamed and translated their dreams into organized

Before passing to the next chapter, kindle anew in your mind the fire of hope,
faith, courage, and tolerance. If you have these states of mind, and a working
knowledge of the principles described, all else that you need will come to you,
when you are READY for it. Let Emerson state the thought in these words, “Every
proverb, every book, every byword that belongs to thee for aid and comfort shall
surely come home through open or winding passages.

Every friend whom not thy fantastic will, but the great and tender soul in thee
craveth, shall lock thee in his embrace.”

There is a difference between WISHING for a thing and being READY to receive
it. No one is ready for a thing, until he believes he can acquire it. The state of mind
must be BELIEF, not mere hope or wish. Open-mindedness is essential for belief.
Closed minds do not inspire faith, courage, and belief.

Remember, no more effort is required to aim high in life, to demand abundance
and prosperity, than is required to accept misery and poverty. A great poet has
correctly stated this universal truth through these lines:

“I bargained with Life for a penny,
And Life would pay no more,
However I begged at evening
When I counted my scanty store.



“For Life is a just employer,
He gives you what you ask,
But once you have set the wages,
Why, you must bear the task.

“I worked for a menial’s hire,
Only to learn, dismayed,
That any wage I had asked of Life,
Life would have willingly paid.”


As a fitting climax to this chapter, I wish to introduce one of the most unusual
persons I have ever known. I first saw him twenty-four years ago, a few minutes
after he was born. He came into the world without any physical sign of ears, and
the doctor admitted, when pressed for an opinion, that the child might be deaf,
and mute for life.

I challenged the doctor’s opinion. I had the right to do so, I was the child’s father.
I, too, reached a decision, and rendered an opinion, but I expressed the opinion
silently, in the secrecy of my own heart. I decided that my son would hear and
speak. Nature could send me a child without ears, but Nature could not induce
me to accept the reality of the affliction.

In my own mind I knew that my son would hear and speak. How? I was sure there
must be a way, and I knew I would find it. I thought of the words of the immortal
Emerson, “The whole course of things goes to teach us faith. We need only obey.

There is guidance for each of us, and by lowly listening, we shall hear the right

The right word? DESIRE! More than anything else, I DESIRED that my son
should not be a deaf mute. From that desire I never receded, not for a second.

Many years previously, I had written, “Our only limitations are those we set up in
our own minds.” For the first time, I wondered if that statement were true. Lying
on the bed in front of me was a newly born child, without the natural equipment
of hearing. Even though he might hear and speak, he was obviously disfigured
for life. Surely, this was a limitation which that child had not set up in his own



What could I do about it? Somehow I would find a way to transplant into that
child’s mind my own BURNING DESIRE for ways and means of conveying sound
to his brain without the aid of ears. As soon as the child was old enough to coop-
erate, I would fill his mind so completely with a BURNING DESIRE to hear, that
Nature would, by methods of her own, translate it into physical reality.

All this thinking took place in my own mind, but I spoke of it to no one. Every day
I renewed the pledge I had made to myself, not to accept a deaf mute for a son.

As he grew older, and began to take notice of things around him, we observed
that he had a slight degree of hearing. When he reached the age when children
usually begin talking, he made no attempt to speak, but we could tell by his ac-
tions that he could hear certain sounds slightly. That was all I wanted to know! I
was convinced that if he could hear, even slightly, he might develop still greater
hearing capacity. Then something happened which gave me hope. It came from
an entirely unexpected source.

We bought a victrola. When the child heard the music for the first time, he went
into ecstasies, and promptly appropriated the machine. He soon showed a prefer-
ence for certain records, among them, “It’s a Long Way to Tipperary.” On one oc-
casion, he played that piece over and over, for almost two hours, standing in front
of the victrola, with his teeth clamped on the edge of the case. The significance of
this self -formed habit of his did not become clear to us until years afterward, for
we had never heard of the principle of “bone conduction” of sound at that time.

Shortly after he appropriated the victrola, I discovered that he could hear me
quite clearly when I spoke with my lips touching his mastoid bone, or at the base
of the brain. These discoveries placed in my possession the necessary media by
which I began to translate into reality my Burning Desire to help my son develop
hearing and speech. By that time he was making stabs at speaking certain words.
The outlook was far from encouraging, but DESIRE BACKED BY FAITH knows
no such word as impossible.

Having determined that he could hear the sound of my voice plainly, I began,
immediately, to transfer to his mind the desire to hear and speak. I soon discov-
ered that the child enjoyed bedtime stories, so I went to work, creating stories
designed to develop in him self-reliance, imagination, and a keen desire to hear
and to be normal.

There was one story in particular, which I emphasized by giving it some new and
dramatic coloring each time it was told. It was designed to plant in his mind the



thought that his affliction was not a liability, but an asset of great value. Despite
the fact that all the philosophy I had examined clearly indicated that EVERY AD-
I must confess that I had not the slightest idea how this affliction could ever be-
come an asset. However, I continued my practice of wrapping that philosophy in
bedtime stories, hoping the time would come when he would find some plan by
which his handicap could be made to serve some useful purpose.

Reason told me plainly, that there was no adequate compensation for the lack of
ears and natural hearing equipment.

DESIRE backed by FAITH, pushed reason aside, and inspired me to carry on.

As I analyze the experience in retrospect, I can see now, that my son’s faith in me
had much to do with the astounding results.

He did not question anything I told him. I sold him the idea that he had a distinct
advantage over his older brother, and that this advantage would reflect itself in
many ways. For example, the teachers in school would observe that he had no
ears, and, because of this, they would show him special attention and treat him
with extraordinary kindness. They always did. His mother saw to that, by visiting
the teachers and arranging with them to give the child the extra attention neces-
sary. I sold him the idea, too, that when he became old enough to sell newspapers,
(his older brother had already become a newspaper merchant), he would have a
big advantage over his brother, for the reason that people would pay him extra
money for his wares, because they could see that he was a bright, industrious boy,
despite the fact he had no ears.

We could notice that, gradually, the child’s hearing was improving. Moreover,
he had not the slightest tendency to be self-conscious, because of his affliction.
When he was about seven, he showed the first evidence that our method of serv-
icing his mind was bearing fruit. For several months he begged for the privilege
of selling newspapers, but his mother would not give her consent. She was afraid
that his deafness made it unsafe for him to go on the street alone.

Finally, he took matters in his own hands. One afternoon, when he was left at
home with the servants, he climbed through the kitchen window, shinnied to the
ground, and set out on his own. He borrowed six cents in capital from the neigh-
borhood shoemaker, invested it in papers, sold out, reinvested, and kept repeat-
ing until late in the evening. After balancing his accounts, and paying back the
six cents he had borrowed from his banker, he had a net profit of forty-two cents.
When we got home that night, we found him in bed asleep, with the money tightly
clenched in his hand.



His mother opened his hand, removed the coins, and cried. Of all things! Crying
over her son’s first victory seemed so inappropriate. My reaction was the reverse.
I laughed heartily, for I knew that my endeavor to plant in the child’s mind an at-
titude of faith in himself had been successful.

His mother saw, in his first business venture, a little deaf boy who had gone out
in the streets and risked his life to earn money. I saw a brave, ambitious, self-
reliant little business man whose stock in himself had been increased a hundred
percent, because he had gone into business on his own initiative, and had won.
The transaction pleased me, because I knew that he had given evidence of a trait
of resourcefulness that would go with him all through life.

Later events proved this to be true. When his older brother wanted something, he
would lie down on the floor, kick his feet in the air, cry for it-and get it. When the
“little deaf boy” wanted something, he would plan a way to earn the money, then
buy it for himself. He still follows that plan!

Truly, my own son has taught me that handicaps can be converted into stepping
stones on which one may climb toward some worthy goal, unless they are ac-
cepted as obstacles, and used as alibis.

The little deaf boy went through the grades, high school, and college without being
able to hear his teachers, excepting when they shouted loudly, at close range. He
did not go to a school for the deaf. WE WOULD NOT PERMIT HIM TO LEARN
THE SIGN LANGUAGE. We were determined that he should live a normal life,
and associate with normal children, and we stood by that decision, although it
cost us many heated debates with school officials.

While he was in high school, he tried an electrical hearing aid, but it was of no
value to him; due, we believed, to a condition that was disclosed when the child
was six, by Dr. J. Gordon Wilson, of Chicago, when he operated on one side of the
boy’s head, and discovered that there was no sign of natural hearing equipment.
During his last week in college, (eighteen years after the operation), something
happened which marked the most important turning-point of his life.

Through what seemed to be mere chance, he came into possession of another
electrical hearing device, which was sent to him on trial. He was slow about test-
ing it, due to his disappointment with a similar device. Finally he picked the in-
strument up, and more or less carelessly, placed it on his head, hooked up the
battery, and lo! as if by a stroke of magic, his lifelong DESIRE FOR NORMAL
HEARING BECAME A REALITY! For the first time in his life he heard practically



as well as any person with normal hearing. “God moves in mysterious ways, His
wonders to perform.”

Overjoyed because of the Changed World which had been brought to him through
his hearing device, he rushed to the telephone, called his mother, and heard her
voice perfectly. The next day he plainly heard the voices of his professors in class,
for the first time in his life! Previously he could hear them only when they shout-
ed, at short range. He heard the radio. He heard the talking pictures. For the first
time in his life, he could converse freely with other people, without the necessity
of their having to speak loudly. Truly, he had come into possession of a Changed
World. We had refused to accept Nature’s error, and, by PERSISTENT DESIRE,
we had induced Nature to correct that error, through the only practical means

DESIRE had commenced to pay dividends, but the victory was not yet complete.
The boy still had to find a definite and practical way to convert his handicap into
an equivalent asset.

Hardly realizing the significance of what had already been accomplished, but in-
toxicated with the joy of his newly discovered world of sound, he wrote a letter to
the manufacturer of the hearing-aid, enthusiastically describing his experience.
Something in his letter; something, perhaps which was not written on the lines,
but back of them; caused the company to invite him to New York. When be ar-
rived, he was escorted through the factory, and while talking with the Chief Engi-
neer, telling him about his changed world, a hunch, an idea, or an inspiration-call
it what you wish-flashed into his mind. It was this impulse of thought which con-
verted his affliction into an asset, destined to pay dividends in both money and
happiness to thousands for all time to come.

The sum and substance of that impulse of thought was this: It occurred to him
that he might be of help to the millions of deafened people who go through life
without the benefit of hearing devices, if he could find a way to tell them the story
of his Changed World.

Then and there, he reached a decision to devote the remainder of his life to ren-
dering useful service to the hard of hearing.

For an entire month, he carried on an intensive research, during which he an-
alyzed the entire marketing system of the manufacturer of the hearing device,
and created ways and means of communicating with the hard of hearing all over
the world for the purpose of sharing with them his newly discovered “Changed
World.” When this was done, he put in writing a two-year plan, based upon his



findings. When he presented the plan to the company, he was instantly given a
position, for the purpose of carrying out his ambition.

Little did he dream, when he went to work, that he was destined to bring hope
and practical relief to thousands of deafened people who, without his help, would
have been doomed forever to deaf mutism.

Shortly after he became associated with the manufacturer of his hearing aid, he
invited me to attend a class conducted by his company, for the purpose of teach-
ing deaf mutes to hear, and to speak. I had never heard of such a form of educa-
tion, therefore I visited the class, skeptical but hopeful that my time would not
be entirely wasted. Here I saw a demonstration which gave me a greatly enlarged
vision of what I had done to arouse and keep alive in my son’s mind the DESIRE
for normal hearing. I saw deaf mutes actually being taught to hear and to speak,
through application of the self-same principle I had used, more than twenty years
previously, in saving my son from deaf mutism.

Thus, through some strange turn of the Wheel of Fate, my son, Blair, and I have
been destined to aid in correcting deaf mutism for those as yet unborn, because
we are the only living human beings, as far as I know, who have established defi-
nitely the fact that deaf mutism can be corrected to the extent of restoring to
normal life those who suffer with this affliction. It has been done for one; it will
be done for others.

There is no doubt in my mind that Blair would have been a deaf mute all his life,
if his mother and I had not managed to shape his mind as we did. The doctor who
attended at his birth told us, confidentially, the child might never hear or speak.
A few weeks ago, Dr. Irving Voorhees, a noted specialist on such cases, examined
Blair very thoroughly. He was astounded when he learned how well my son now
hears, and speaks, and said his examination indicated that “theoretically, the boy
should not be able to hear at all.” But the lad does hear, despite the fact that X-ray
pictures show there is no opening in the skull, whatsoever, from where his ears
should be to the brain.

When I planted in his mind the DESIRE to hear and talk, and live as a normal
person, there went with that impulse some strange influence which caused Na-
ture to become bridge-builder, and span the gulf of silence between his brain and
the outer world, by some means which the keenest medical specialists have not
been able to interpret. It would be sacrilege for me to even conjecture as to how
Nature performed this miracle. It would be unforgivable if I neglected to tell the
world as much as I know of the humble part I assumed in the strange experience.
It is my duty, and a privilege to say I believe, and not without reason, that nothing
is impossible to the person who backs DESIRE with enduring FAITH.



Verily, a BURNING DESIRE has devious ways of transmuting itself into its physi-
cal equivalent. Blair DESIRED normal hearing; now he has it! He was born with
a handicap which might easily have sent one with a less defined DESIRE to the
street with a bundle of pencils and a tin cup. That handicap now promises to serve
as the medium by which he will render useful service to many millions of hard of
hearing, also, to give him useful employment at adequate financial compensation
the remainder of his life.

The little “white lies” I planted in his mind when he was a child, by leading him
to BELIEVE his affliction would become a great asset, which he could capitalize,
has justified itself. Verily, there is nothing, right or wrong, which BELIEF, plus
BURNING DESIRE, cannot make real. These qualities are free to everyone. In
all my experience in dealing with men and women who had personal problems, I
never handled a single case which more definitely demonstrates the power of DE-
SIRE. Authors sometimes make the mistake of writing of subjects of which they
have but superficial, or very elementary knowledge. It has been my good fortune
to have had the privilege of testing the soundness of the POWER OF DESIRE,
through the affliction of my own son. Perhaps it was providential that the experi-
ence came as it did, for surely no one is better prepared than he, to serve as an
example of what happens when DESIRE is put to the test. If Mother Nature bends
to the will of desire, is it logical that mere men can defeat a burning desire?

Strange and imponderable is the power of the human mind! We do not under-
stand the method by which it uses every circumstance, every individual, every
physical thing within its reach, as a means of transmuting DESIRE into its physi-
cal counterpart. Perhaps science will uncover this secret. I planted in my son’s
mind the DESIRE to hear and to speak as any normal person hears and speaks.
That DESIRE has now become a reality. I planted in his mind the DESIRE to con-
vert his greatest handicap into his greatest asset. That DESIRE has been realized.
The modus operandi by which this astounding result was achieved is not hard to
describe. It consisted of three very definite facts; first, I MIXED FAITH with the
DESIRE for normal hearing, which I passed on to my son. Second, I communi-
cated my desire to him in every conceivable way available, through persistent,
continuous effort, over a period of years. Third, HE BELIEVED ME!

As this chapter was being completed, news came of the death of Mme. Schuman-
Heink. One short paragraph in the news dispatch gives the clue to this unusual
woman’s stupendous success as a singer. I quote the paragraph, because the clue
it contains is none other than DESIRE.



Early in her career, Mme. Schuman-Heink visited the director of the Vienna Court
Opera, to have him test her voice. But, he did not test it. After taking one look at
the awkward and poorly dressed girl, he exclaimed, none too gently, “With such a
face, and with no personality at all, how can you ever expect to succeed in opera?
My good child, give up the idea. Buy a sewing machine, and go to work.


Never is a long time! The director of the Vienna Court Opera knew much about
the technique of singing. He knew little about the power of desire, when it as-
sumes the proportion of an obsession. If he had known more of that power, he
would not have made the mistake of condemning genius without giving it an op-
portunity. Several years ago, one of my business associates became ill. He became
worse as time went on, and finally was taken to the hospital for an operation.
Just before he was wheeled into the operating room, I took a look at him, and
wondered how anyone as thin and emaciated as he, could possibly go through a
major operation successfully. The doctor warned me that there was little if any
chance of my ever seeing him alive again. But that was the DOCTOR’S OPINION.
It was not the opinion of the patient. Just before he was wheeled away, he whis-
pered feebly, “Do not be disturbed, Chief, I will be out of here in a few days.” The
attending nurse looked at me with pity. But the patient did come through safely.
After it was all over, his physician said, “Nothing but his own desire to live saved
him. He never would have pulled through if he had not refused to accept the pos-
sibility of death.”

I believe in the power of DESIRE backed by FAITH, because I have seen this
power lift men from lowly beginnings to places of power and wealth; I have seen
it rob the grave of its victims; I have seen it serve as the medium by which men
staged a comeback after having been defeated in a hundred different ways; I have
seen it provide my own son with a normal, happy, successful life, despite Nature’s
having sent him into the world without ears.

How can one harness and use the power of DESIRE? This has been answered
through this, and the subsequent chapters of this book. This message is going out
to the world at the end of the longest, and perhaps, the most devastating depres-
sion America has ever known. It is reasonable to presume that the message may
come to the attention of many who have been wounded by the depression, those
who have lost their fortunes, others who have lost their positions, and great num-
bers who must reorganize their plans and stage a comeback. To all these I wish
to convey the thought that all achievement, no matter what may be its nature, or
its purpose, must begin with an intense, BURNING DESIRE for something defi-



Through some strange and powerful principle of “mental chemistry” which she
has never divulged, Nature wraps up in the impulse of STRONG DESIRE “that
something” which recognizes no such word as impossible, and accepts no such
reality as failure.



Chapter 3

Faith Visualization of, and Belief in Attainment of


The Second Step toward Riches

FAITH is the head chemist of the mind. When FAITH is blended with the vibra-
tion of thought, the subconscious mind instantly picks up the vibration, trans-
lates it into its spiritual equivalent, and transmits it to Infinite Intelligence, as in
the case of prayer.

The emotions of FAITH, LOVE, and SEX are the most powerful of all the major
positive emotions. When the three are blended, they have the effect of “coloring”
the vibration of thought in such a way that it instantly reaches the subconscious
mind, where it is changed into its spiritual equivalent, the only form that induces
a response from Infinite Intelligence.

Love and faith are psychic; related to the spiritual side of man. Sex is purely bio-
logical, and related only to the physical. The mixing, or blending, of these three
emotions has the effect of opening a direct line of communication between the
finite, thinking mind of man, and Infinite Intelligence.

How To Develop Faith

There comes, now, a statement which will give a better understanding of the
importance the principle of auto-suggestion assumes in the transmutation of de-
sire into its physical, or monetary equivalent; namely: FAITH is a state of mind
which may be induced, or created, by affirmation or repeated instructions to the
subconscious mind, through the principle of auto-suggestion.

As an illustration, consider the purpose for which you are, presumably, reading
this book. The object is, naturally, to acquire the ability to transmute the intangi-
ble thought impulse of DESIRE into its physical counterpart, money. By following
the instructions laid down in the chapters on auto-suggestion, and the subcon-
scious mind, as summarized in the chapter on auto-suggestion, you may CON-
VINCE the subconscious mind that you believe you will receive that for which you
ask, and it will act upon that belief, which your subconscious mind passes back to



you in the form of “FAITH,” followed by definite plans for procuring that which
you desire.

The method by which one develops FAITH, where it does not already exist, is ex-
tremely difficult to describe, almost as difficult, in fact, as it would be to describe
the color of red to a blind man who has never seen color, and has nothing with
which to compare what you describe to him. Faith is a state of mind which you
may develop at will, after you have mastered the thirteen principles, because it is
a state of mind which develops voluntarily, through application and use of these

Repetition of affirmation of orders to your subconscious mind is the only known
method of voluntary development of the emotion of faith. Perhaps the meaning
may be made clearer through the following explanation as to the way men some-
times become criminals. Stated in the words of a famous criminologist, “When
men first come into contact with crime, they abhor it. If they remain in contact
with crime for a time, they become accustomed to it, and endure it. If they remain
in contact with it long enough, they finally embrace it, and become influenced by

This is the equivalent of saying that any impulse of thought which is repeatedly
passed on to the subconscious mind is, finally, accepted and acted upon by the
subconscious mind, which proceeds to translate that impulse into its physical
equivalent, by the most practical procedure available.

In connection with this, consider again the statement, ALL THOUGHTS WHICH
gin immediately to translate themselves into their physical equivalent or counter-

The emotions, or the “feeling” portion of thoughts, are the factors which give
thoughts vitality, life, and action. The emotions of Faith, Love, and Sex, when
mixed with any thought impulse, give it greater action than any of these emotions
can do singly.

Not only thought impulses which have been mixed with FAITH, but those which
have been mixed with any of the positive emotions, or any of the negative emo-
tions, may reach, and influence the subconscious mind.

From this statement, you will understand that the subconscious mind will trans-
late into its physical equivalent, a thought impulse of a negative or destructive na-
ture, just as readily as it will act upon thought impulses of a positive or construc-



tive nature. This accounts for the strange phenomenon which so many millions of
people experience, referred to as “misfortune,” or “bad luck.” There are millions
of people who BELIEVE themselves “doomed” to poverty and failure, because of
some strange force over which they BELIEVE they have no control. They are the
creators of their own “misfortunes,” because of this negative BELIEF, which is
picked up by the subconscious mind, and translated into its physical equivalent.

This is an appropriate place at which to suggest again that you may benefit, by
passing on to your subconscious mind, any DESIRE which you wish translated
into its physical, or monetary equivalent, in a state of expectancy or BELIEF that
the transmutation will actually take place. Your BELIEF, or FAITH, is the ele-
ment which determines the action of your subconscious mind. There is nothing to
hinder you from “deceiving” your subconscious mind when giving it instructions
through autosuggestion, as I deceived my son’s subconscious mind.

To make this “deceit” more realistic, conduct yourself just as you would, if you
ARE DEMANDING, when you call upon your subconscious mind.

The subconscious mind will transmute into its physical equivalent, by the most
direct and practical media available, any order which is given to it in a state of
BELIEF, or FAITH that the order will be carried out.

Surely, enough has been stated to give a starting point from which one may,
through experiment and practice, acquire the ability to mix FAITH with any or-
der given to the subconscious mind.

Perfection will come through practice. It cannot come by merely reading instruc-

If it be true that one may become a criminal by association with crime, (and this is
a known fact), it is equally true that one may develop faith by voluntarily suggest-
ing to the subconscious mind that one has faith. The mind comes, finally, to take
on the nature of the influences which dominate it. Understand this truth, and you
will know why it is essential for you to encourage the positive emotions as domi-
nating forces of your mind, and discourage and eliminate negative emotions.

A mind dominated by positive emotions, becomes a favorable abode for the state
of mind known as faith. A mind so dominated may, at will, give the subconscious
mind instructions, which it will accept and act upon immediately.




All down the ages, the religionists have admonished struggling humanity to “have
faith” in this, that, and the other dogma or creed, but they have failed to tell peo-
ple HOW to have faith. They have not stated that “faith is a state of mind, and that
it may be induced by self-suggestion.”

In language which any normal human being can understand, we will describe all
that is known about the principle through which FAITH maybe developed, where
it does not already exist. Have Faith in yourself; Faith in the Infinite.

Before we begin, you should be reminded again that: FAITH is the “eternal elixir”
which gives life, power, and action to the impulse of thought!

The foregoing sentence is worth reading a second time, and a third, and a fourth.
It is worth reading aloud!

FAITH is the starting point of all accumulation of riches!

FAITH is the basis of all “miracles,” and all mysteries which cannot be analyzed
by the rules of science!

FAITH is the only known antidote for FAILURE!

FAITH is the element, the “chemical” which, when mixed with prayer, gives one
direct communication with Infinite Intelligence.

FAITH is the element which transforms the ordinary vibration of thought, cre-
ated by the finite mind of man, into the spiritual equivalent.

FAITH is the only agency through which the cosmic force of Infinite Intelligence
can be harnessed and used by man.



The proof is simple and easily demonstrated. It is wrapped up in the principle of
auto-suggestion. Let us center our attention, therefore, upon the subject of self-
suggestion, and find out what it is, and what it is capable of achieving. It is a well
known fact that one comes, finally, to BELIEVE whatever one repeats to one’s
self, whether the statement be true or false. If a man repeats a lie over and over,



he will eventually accept the lie as truth. Moreover, he will BELIEVE it to be the
truth. Every man is what he is, because of the DOMINATING THOUGHTS which
he permits to occupy his mind. Thoughts which a man deliberately places in his
own mind, and encourages with sympathy, and with which he mixes any one or
more of the emotions, constitute the motivating forces, which direct and control
his every movement, act, and deed!

Comes, now, a very significant statement of truth:


A thought thus “magnetized” with emotion may be compared to a seed which,
when planted in fertile soil, germinates, grows, and multiplies itself over and over
again, until that which was originally one small seed, becomes countless millions
of seeds of the SAME BRAND!

The ether is a great cosmic mass of eternal forces of vibration. It is made up of
both destructive vibrations and constructive vibrations. It carries, at all times,
vibrations of fear, poverty, disease, failure, misery; and vibrations of prosperity,
health, success, and happiness, just as surely as it carries the sound of hundreds
of orchestrations of music, and hundreds of human voices, all of which maintain
their own individuality, and means of identification, through the medium of ra-

From the great storehouse of the ether, the human mind is constantly attracting
vibrations which harmonize with that which DOMINATES the human mind. Any
thought, idea, plan, or purpose which one holds in one’s mind attracts, from the
vibrations of the ether, a host of its relatives, adds these “relatives” to its own
force, and grows until it becomes the dominating, MOTIVATING MASTER of the
individual in whose mind it has been housed.

Now, let us go back to the starting point, and become informed as to how the
original seed of an idea, plan, or purpose may be planted in the mind. The infor-
mation is easily conveyed: any idea, plan, or purpose may be placed in the mind
through repetition of thought. This is why you are asked to write out a statement
of your major purpose, or Definite Chief Aim, commit it to memory, and repeat it,
in audible words, day after day, until these vibrations of sound have reached your
subconscious mind.



We are what we are, because of the vibrations of thought which we pick up and
register, through the stimuli of our daily environment.

Resolve to throw off the influences of any unfortunate environment, and to build
your own life to ORDER. Taking inventory of mental assets and liabilities, you
will discover that your greatest weakness is lack of self-confidence. This handi-
cap can be surmounted, and timidity translated into courage, through the aid of
the principle of autosuggestion. The application of this principle may be made
through a simple arrangement of positive thought impulses stated in writing,
memorized, and repeated, until they become a part of the working equipment of
the subconscious faculty of your mind.


First. I know that I have the ability to achieve the object of my Definite Purpose
in life, therefore, I DEMAND of myself persistent, continuous action toward its
attainment, and I here and now promise to render such action.

Second. I realize the dominating thoughts of my mind will eventually reproduce
themselves in outward, physical action, and gradually transform themselves into
physical reality, therefore, I will concentrate my thoughts for thirty minutes daily,
upon the task of thinking of the person I intend to become, thereby creating in my
mind a clear mental picture of that person.

Third. I know through the principle of auto-suggestion, any desire that I persist-
ently hold in my mind will eventually seek expression through some practical
means of attaining the object back of it, therefore, I will devote ten minutes daily
to demanding of myself the development of SELF-CONFIDENCE.

Fourth. I have clearly written down a description of my DEFINITE CHIEF AIM
in life, and I will never stop trying, until I shall have developed sufficient self-con-
fidence for its attainment.

Fifth. I fully realize that no wealth or position can long endure, unless built upon
truth and justice, therefore, I will engage in no transaction which does not benefit
all whom it affects. I will succeed by attracting to myself the forces I wish to use,
and the cooperation of other people. I will induce others to serve me, because of
my willingness to serve others. 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 THOUGHTS and
ACTIONS so that I will become a self-reliant, and successful person.

Back of this formula is a law of Nature which no man has yet been able to explain.
It has baffled the scientists of all ages. The psychologists have named this law
“auto-suggestion,” and let it go at that.

The name by which one calls this law is of little importance. The important fact
about it is-it WORKS for the glory and success of mankind, IF it is used construc-
tively. On the other hand, if used destructively, it will destroy just as readily. In
this statement may be found a very significant truth, namely; that those who go
down in defeat, and end their lives in poverty, misery, and distress, do so because
of negative application of the principle of auto-suggestion.

The cause may be found in the fact that ALL IMPULSES OF THOUGHT HAVE A

The subconscious mind, (the chemical laboratory in which all thought impulses
are combined, and made ready for translation into physical reality), makes no
distinction between constructive and destructive thought impulses. It works with
the material we feed it, through our thought impulses. The subconscious mind
will translate into reality a thought driven by FEAR just as readily as it will trans-
late into reality a thought driven by COURAGE, or FAITH.

The pages of medical history are rich with illustrations of cases of “suggestive sui-
cide.” A man may commit suicide through negative suggestion, just as effectively
as by any other means. In a midwestern city, a man by the name of Joseph Grant,
a bank official, “borrowed” a large sum of the bank’s money, without the consent
of the directors. He lost the money through gambling. One afternoon, the Bank
Examiner came and began to check the accounts. Grant left the bank, took a room
in a local hotel, and when they found him, three days later, he was lying in bed,
wailing and moaning, repeating over and over these words, “My God, this will kill
me! I cannot stand the disgrace.” In a short time he was dead. The doctors pro-
nounced the case one of “mental suicide.”

Just as electricity will turn the wheels of industry, and render useful service if
used constructively; or snuff out life if wrongly used, so will the law of auto-sug-
gestion lead you to peace and prosperity, or down into the valley of misery, fail-
ure, and death, according to your degree of understanding and application of it.



If you fill your mind with FEAR, doubt and unbelief in your ability to connect
with, and use the forces of Infinite Intelligence, the law of auto-suggestion will
take this spirit of unbelief and use it as a pattern by which your subconscious
mind will translate it into its physical equivalent.



Like the wind which carries one ship East, and another West, the law of auto-sug-
gestion will lift you up or pull you down, according to the way you set your sails

The law of auto-suggestion, through which any person may rise to altitudes of
achievement which stagger the imagination, is well described in the following

“If you think you are beaten, you are,

If you think you dare not, you don’t

If you like to win, hut you think you can’t,

It is almost certain you won’t.

“If you think you’ll lose, you’re 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!”

Observe the words which have been emphasized, and you will catch the deep
meaning which the poet had in mind.

Somewhere in your make-up (perhaps in the cells of your brain) there lies sleep-
ing, the seed of achievement which, if aroused and put into action, would carry
you to heights, such as you may never have hoped to attain.



Just as a master musician may cause the most beautiful strains of music to pour
forth from the strings of a violin, so may you arouse the genius which lies asleep
in your brain, and cause it to drive you upward to whatever goal you may wish to

Abraham Lincoln was a failure at everything he tried, until he was well past the
age of forty. He was a Mr. Nobody from Nowhere, until a great experience came
into his life, aroused the sleeping genius within his heart and brain, and gave the
world one of its really great men. That “experience” was mixed with the emotions
of sorrow and LOVE. It came to him through Anne Rutledge, the only woman
whom he ever truly loved.

It is a known fact that the emotion of LOVE is closely akin to the state of mind
known as FAITH, and this for the reason that Love comes very near to trans-
lating one’s thought impulses into their spiritual equivalent. During his work of
research, the author discovered, from the analysis of the life-work and achieve-
ments of hundreds of men of outstanding accomplishment, that there was the
influence of a woman’s love back of nearly EVERY ONE OF THEM. The emotion
of love, in the human heart and brain, creates a favorable field of magnetic attrac-
tion, which causes an influx of the higher and finer vibrations which are afloat in
the ether.

If you wish evidence of the power of FAITH, study the achievements of men and
women who have employed it. At the head of the list comes the Nazarene. Chris-
tianity is the greatest single force which influences the minds of men. The basis of
Christianity is FAITH, no matter how many people may have perverted, or mis-
interpreted the meaning of this great force, and no matter how many dogmas and
creeds have been created in its name, which do not reflect its tenets.

The sum and substance of the teachings and the achievements of Christ, which
may have been interpreted as “miracles,” were nothing more nor less than FAITH.
If there are any such phenomena as “miracles” they are produced only through
the state of mind known as FAITH! Some teachers of religion, and many who call
themselves Christians, neither understand nor practice FAITH.

Let us consider the power of FAITH, as it is now being demonstrated, by a man
who is well known to all of civilization, Mahatma Gandhi, of India. In this man
the world has one of the most astounding examples known to civilization, of the
possibilities of FAITH. Gandhi wields more potential power than any man living
at this time, and this, despite the fact that he has none of the orthodox tools of
power, such as money, battle ships, soldiers, and materials of warfare. Gandhi



has no money, he has no home, he does not own a suit of clothes, but HE DOES
HAVE POWER. How does he come by that power?


Gandhi has accomplished, through the influence of FAITH, that which the strong-
est military power on earth could not, and never will accomplish through soldiers
and military equipment. He has accomplished the astounding feat of INFLUENC-
ING two hundred million minds to COALESCE AND MOVE IN UNISON, AS A

What other force on earth, except FAITH could do as much? There will come a
day when employees as well as employers will discover the possibilities of FAITH.
That day is dawning. The whole world has had ample opportunity, during the
recent business depression, to witness what the LACK OF FAITH will do to busi-

Surely, civilization has produced a sufficient number of intelligent human beings
to make use of this great lesson which the depression has taught the world. Dur-
ing this depression, the world had evidence in abundance that widespread FEAR
will paralyze the wheels of industry and business. Out of this experience will arise
leaders in business and industry who will profit by the example which Gandhi has
set for the world, and they will apply to business the same tactics which he has
used in building the greatest following known in the history of the world. These
leaders will come from the rank and file of the unknown men, who now labor in
the steel plants, the coal mines, the automobile factories, and in the small towns
and cities of America.

Business is due for a reform, make no mistake about this! The methods of the past,
based upon economic combinations of FORCE and FEAR, will be supplanted by
the better principles of FAITH and cooperation. Men who labor will receive more
than daily wages; they will receive dividends from the business, the same as those
who supply the capital for business; but, first they must GIVE MORE TO THEIR
EMPLOYERS, and stop this bickering and bargaining by force, at the expense of
the public. They must earn the right to dividends!

Moreover, and this is the most important thing of all-THEY WILL BE LED BY
PLOYED BY MAHATMA GANDHI. Only in this way may leaders get from their
followers the spirit of FULL cooperation which constitutes power in its highest
and most enduring form.



This stupendous machine age in which we live, and from which we are just emerg-
ing, has taken the soul out of men. Its leaders have driven men as though they
were pieces of cold machinery; they were forced to do so by the employees who
have bargained, at the expense of all concerned, to get and not to give.

The watchword of the future will be HUMAN HAPPINESS AND CONTENT-
MENT, and when this state of mind shall have been attained, the production will
take care of itself, more effectively than anything that has ever been accomplished
where men did not, and could not mix FAITH and individual interest with their

Because of the need for faith and cooperation in operating business and industry,
it will be both interesting and profitable to analyze an event which provides an
excellent understanding of the method by which industrialists and business men
accumulate great fortunes, by giving before they try to get.

The event chosen for this illustration dates back to 1900, when the United States
Steel Corporation was being formed. As you read the story, keep in mind these
fundamental facts and you will understand how IDEAS have been converted into
huge fortunes.

First, the huge United States Steel Corporation was born in the mind of Charles
M. Schwab, in the form of an IDEA he created through his IMAGINATION!

Second, he mixed FAITH with his IDEA.

Third, he formulated a PLAN for the transformation of his IDEA into physical
and financial reality.

Fourth, he put his plan into action with his famous speech at the University

Fifth, he applied, and followed-through on his PLAN with PERSISTENCE, and
backed it with firm DECISION until it had been fully carried out.

Sixth, he prepared the way for success by a BURNING DESIRE for success.

If you are one of those who have often wondered how great fortunes are accu-
mulated, this story of the creation of the United States Steel Corporation will be
enlightening. If you have any doubt that men can THINK AND GROW RICH,
this story should dispel that doubt, because you can plainly see in the story of the



United States Steel, the application of a major portion of the thirteen principles
described in this book.

This astounding description of the power of an IDEA was dramatically told by
John Lowell, in the New York World-Telegram, with whose courtesy it is here


“When, on the evening of December 12, 1900, some eighty of the nation’s finan-
cial nobility gathered in the banquet hail of the University Club on Fifth Avenue
to do honor to a young man from out of the West, not half a dozen of the guests
realized they were to witness the most significant episode in American industrial

“J. Edward Simmons and Charles Stewart Smith, their hearts full of gratitude for
the lavish hospitality bestowed on them by Charles M. Schwab during a recent
visit to Pittsburgh, had arranged the dinner to introduce the thirty-eight -year-old
steel man to eastern banking society. But they didn’t expect him to stampede the
convention. They warned him, in fact, that the bosoms within New York’s stuffed
shirts would not be responsive to oratory, and that, if he didn’t want to bore the
Stilhnans and Harrimans and Vanderbilts, he had better limit himself to fifteen
or twenty minutes of polite vaporings and let it go at that.

“Even John Pierpont Morgan, sitting on the right hand of Schwab as became his
imperial dignity, intended to grace the banquet table with his presence only brief-
ly. And so far as the press and public were concerned, the whole affair was of so
little moment that no mention of it found its way into print the next day.

“So the two hosts and their distinguished guests ate their way through the usual
seven or eight courses. There was little conversation and what there was of it was
restrained. Few of the bankers and brokers had met Schwab, whose career had
flowered along the banks of the Monongahela, and none knew him well. But be-
fore the evening was over, they-and with them Money Master Morgan – were to be
swept off their feet, and a billion dollar baby, the United States Steel Corporation,
was to be conceived.

“It is perhaps unfortunate, for the sake of history, that no record of Charlie
Schwab’s speech at the dinner ever was made. He repeated some parts of it at a
later date during a similar meeting of Chicago bankers. And still later, when the
Government brought suit to dissolve the Steel Trust, he gave his own version,



from the witness stand, of the remarks that stimulated Morgan into a frenzy of
financial activity.

“It is probable, however, that it was a v homely’ speech, somewhat ungrammatical
(for the niceties of language never bothered Schwab), full of epigram and thread-
ed with wit. But aside from that it had a galvanic force and effect upon the five
billions of estimated capital that was represented by the diners. After it was over
and the gathering was still under its spell, although Schwab had talked for ninety
minutes, Morgan led the orator to a recessed window where, dangling their legs
from the high, uncomfortable seat, they talked for an hour more.

“The magic of the Schwab personality had been turned on, full force, but what
was more important and lasting was the full-fledged, clear-cut program he laid
down for the aggrandizement of Steel. Many other men had tried to interest Mor-
gan in slapping together a steel trust after the pattern of the biscuit, wire and
hoop, sugar, rubber, whisky, oil or chewing gum combinations. John W. Gates,
the gambler, had urged it, but Morgan distrusted him. The Moore boys, Bill and
Jim, Chicago stock jobbers who had glued together a match trust and a cracker
corporation, had urged it and failed. Elbert H. Gary, the sanctimonious coun-
try lawyer, wanted to foster it, but he wasn’t big enough to be impressive. Until
Schwab’s eloquence took J. P. Morgan to the heights from which he could visual-
ize the solid results of the most daring financial undertaking ever conceived, the
project was regarded as a delirious dream of easy-money crackpots.

“The financial magnetism that began, a generation ago, to attract thousands of
small and sometimes inefficiently managed companies into large and competi-
tion-crushing combinations, had become operative in the steel world through the
devices of that jovial business pirate, John W. Gates. Gates already had formed
the American Steel and Wire Company out of a chain of small concerns, and to-
gether with Morgan had created the Federal Steel Company.

The National Tube and American Bridge companies were two more Morgan con-
cerns, and the Moore Brothers had forsaken the match and cookie business to
form the “American’ group- Tin Plate, Steel Hoop, Sheet Steel-and the National
Steel Company.

“But by the side of Andrew Carnegie’s gigantic vertical trust, a trust owned and
operated by fifty-three partners, those other combinations were picayune. They
might combine to their heart’s content but the whole lot of them couldn’t make a
dent in the Carnegie organization, and Morgan knew it.



“The eccentric old Scot knew it, too. From the magnificent heights of Skibo Castle
he had viewed, first with amusement and then with resentment, the attempts of
Morgan’s smaller companies to cut into his business. When the attempts became
too bold, Carnegie’s temper was translated into anger and retaliation. He decided
to duplicate every mill owned by his rivals. Hitherto, he hadn’t been interested in
wire, pipe, hoops, or sheet. Instead, he was content to sell such companies the raw
steel and let them work it into whatever shape they wanted. Now, with Schwab as
his chief and able lieutenant, he planned to drive his enemies to the wall.

“So it was that in the speech of Charles M. Schwab, Morgan saw the answer to his
problem of combination. A trust without Carnegie-giant of them all-would be no
trust at all, a plum pudding, as one writer said, without the plums.

“Schwab’s speech on the night of December 12, 1900, undoubtedly carried the in-
ference, though not the pledge, that the vast Carnegie enterprise could be brought
under the Morgan tent.

He talked of the world future for steel, of reorganization for efficiency, of speciali-
zation, of the scrapping of unsuccessful mills and concentration of effort on the
flourishing properties, of economies in the ore traffic, of economies in overhead
and administrative departments, of capturing foreign markets.

“More than that, he told the buccaneers among them wherein lay the errors of
their customary piracy. Their purposes, he inferred, bad been to create monopo-
lies, raise prices, and pay themselves fat dividends out of privilege. Schwab con-
demned the system in his heartiest manner. The shortsightedness of such a poli-
cy, he told his hearers, lay in the fact that it restricted the market in an era when
everything cried for expansion. By cheapening the cost of steel, he argued, an
ever-expanding market would be created; more uses for steel would be devised,
and a goodly portion of the world trade could be captured. Actually, though he did
not know it, Schwab was an apostle of modern mass production.

“So the dinner at the University Club came to an end. Morgan went home, to
think about Schwab’s rosy predictions. Schwab went back to Pittsburgh to run
the steel business for “Wee Andra Carnegie,’ while Gary and the rest went back to
their stock tickers, to fiddle around in anticipation of the next move.

“It was not long coming. It took Morgan about one week to digest the feast of rea-
son Schwab had placed before him. When he had assured himself that no financial
indigestion was to result, he sent for Schwab-and found that young man rather
coy. Mr. Carnegie, Schwab indicated, might not like it if he found his trusted com-
pany president had been flirting with the Emperor of Wall Street, the Street upon
which Carnegie was resolved never to tread.



Then it was suggested by John W. Gates the go-between, that if Schwab “hap-
pened’ to be in the Bellevue Hotel in Philadelphia, J. P. Morgan might also “hap-
pen’ to be there. When Schwab arrived, however, Morgan was inconveniently ill
at his New York home, and so, on the elder man’s pressing invitation, Schwab
went to New York and presented himself at the door of the financier’s library.

“Now certain economic historians have professed the belief that from the begin-
ning to the end of the drama, the stage was set by Andrew Carnegie-that the din-
ner to Schwab, the famous speech, the Sunday night conference between Schwab
and the Money King, were events arranged by the canny Scot. The truth is exactly
the opposite. When Schwab was called in to consummate the deal, he didn’t even
know whether v the little boss,’ as Andrew was called, would so much as listen to
an offer to sell, particularly to a group of men whom Andrew regarded as being
endowed with something less than holiness. But Schwab did take into the confer-
ence with him, in his own handwriting, six sheets of copper-plate figures, repre-
senting to his mind the physical worth and the potential earning capacity of every
steel company he regarded as an essential star in the new metal firmament.

“Four men pondered over these figures all night. The chief, of course, was Mor-
gan, steadfast in his belief in the Divine Right of Money. With him was his aris-
tocratic partner, Robert Bacon, a scholar and a gentleman. The third was John
W. Gates whom Morgan scorned as a gambler and used as a tool. The fourth was
Schwab, who knew more about the processes of making and selling steel than any
whole group of men then living. Throughout that conference, the Pittsburgher’s
figures were never questioned. If he said a company was worth so much, then it
was worth that much and no more. He was insistent, too, upon including in the
combination only those concerns he nominated. He had conceived a corporation
in which there would be no duplication, not even to satisfy the greed of friends
who wanted to unload their companies upon the broad Morgan shoulders. Thus
he left out, by design, a number of the larger concerns upon which the Walruses
and Carpenters of Wall Street had cast hungry eyes.

“When dawn came, Morgan rose and straightened his back. Only one question
remained. ” v Do you think you can persuade Andrew Carnegie to sell?’ he asked.

” V I can try,’ said Schwab.

” N If you can get him to sell, I will undertake the matter,’ said Morgan.

“So far so good. But would Carnegie sell? How much would he demand? (Schwab
thought about $320,000,000). What would he take payment in? Common or



preferred stocks? Bonds? Cash? No-body could raise a third of a billion dollars in

“There was a golf game in January on the frost-cracking heath of the St. Andrews
links in Westchester, with Andrew bundled up in sweaters against the cold, and
Charlie talking volubly, as usual, to keep his spirits up. But no word of business
was mentioned until the pair sat down in the cozy warmth of the Carnegie cot-
tage hard by. Then, with the same persuasiveness that had hypnotized eighty mil-
lionaires at the University Club, Schwab poured out the glittering promises of
retirement in comfort, of untold millions to satisfy the old man’s social caprices.
Carnegie capitulated, wrote a figure on a slip of paper, handed it to Schwab and
said, v all right, that’s what we’ll sell for.’

“The figure was approximately $400,000,000, and was reached by taking
the $320,000,000 mentioned by Schwab as a basic figure, and adding to it
$80,000,000 to represent the increased capital value over the previous two

“Later, on the deck of a trans-Atlantic liner, the Scotsman said ruefully to Mor-
gan, V I wish I had asked you for $100,000,000 more.’

” v If you had asked for it, you’d have gotten it,’ Morgan told him cheerfully.

“There was an uproar, of course. A British correspondent cabled that the foreign
steel world was ” appalled’ by the gigantic combination. President Hadley, of Yale,
declared that unless trusts were regulated the country might expect v an emperor
in Washington within the next twenty-five years.’ But that able stock manipu-
lator, Keene, went at his work of shoving the new stock at the public so vigor-
ously that all the excess water-estimated by some at nearly $6oo,ooo,ooo-was
absorbed in a twinkling. So Carnegie had his millions, and the Morgan syndicate
had $62,000,000 for all its “trouble,’ and all the v boys,’ from Gates to Gary, had
their millions.

“The thirty-eight-year-old Schwab had his reward. He was made president of the
new corporation and remained in control until 1930.”

The dramatic story of “Big Business” which you have just finished, was included
in this book, because it is a perfect illustration of the method by which DESIRE



I imagine some readers will question the statement that a mere, intangible DE-
SIRE can be converted into its physical equivalent. Doubtless some will say, “You
cannot convert NOTHING into SOMETHING!” The answer is in the story of
United States

Steel. That giant organization was created in the mind of one man. The plan by
which the organization was provided with the steel mills that gave it financial
stability was created in the mind of the same man. His FAITH, his DESIRE, his
IMAGINATION, his PERSISTENCE were the real ingredients that went into
United States Steel. The steel mills and mechanical equipment acquired by the
incidental, but careful analysis will disclose the fact that the appraised value of
the properties acquired by the corporation increased in value by an estimated SIX
HUNDRED MILLION DOLLARS, by the mere transaction which consolidated
them under one management.

In other words, Charles M. Schwab’s IDEA, plus the FAITH with which he con-
veyed it to the minds of J. P. Morgan and the others, was marketed for a profit of
approximately $600,000,000. Not an insignificant sum for a single IDEA!

What happened to some of the men who took their share of the millions of dol-
lars of profit made by this transaction, is a matter with which we are not now
concerned. The important feature of the astounding achievement is that it serves
as unquestionable evidence of the soundness of the philosophy described in this
book, because this philosophy was the warp and the woof of the entire transac-
tion. Moreover, the practicability of the philosophy has been established by the
fact that the United States Steel Corporation prospered, and became one of the
richest and most powerful corporations in America, employing thousands of peo-
ple, developing new uses for steel, and opening new markets; thus proving that
the $600,000,000 in profit which the Schwab IDEA produced was earned.

RICHES begin in the form of THOUGHT! The amount is limited only by the per-
son in whose mind the THOUGHT is put into motion. FAITH removes limita-

Remember this when you are ready to bargain with Life for whatever it is that you
ask as your price for having passed this way. Remember, also, that the man who
created the United States Steel Corporation was practically unknown at the time.
He was merely Andrew Carnegie’s “Man Friday” until he gave birth to his famous
IDEA. After that he quickly rose to a position of power, fame, and riches.








Chapter 4

Auto-Suggestion: The Medium for Influencing the

Subconscious Mind

The Third Step toward Riches

AUTO-SUGGESTION is a term which applies to all suggestions and all self-ad-
ministered stimuli which reach one’s mind through the five senses. Stated in
another way, auto-suggestion is self-suggestion. It is the agency of communica-
tion between that part of the mind where conscious thought takes place, and that
which serves as the seat of action for the subconscious mind. Through the domi-
nating thoughts which one permits to remain in the conscious mind, (whether
these thoughts be negative or positive, is immaterial), the principle of auto-sug-
gestion voluntarily reaches the subconscious mind and influences it with these

NO THOUGHT, whether it be negative or positive, CAN ENTER THE SUBCON-
TION, with the exception of thoughts picked up from the ether. Stated differently,
all sense impressions which are perceived through the five senses, are stopped by
the CONSCIOUS thinking mind, and maybe either passed on to the subconscious
mind, or rejected, at will. The conscious faculty serves, therefore, as an outer-
guard to the approach of the subconscious.

Nature has so built man that he has ABSOLUTE CONTROL over the material
which reaches his subconscious mind, through his five senses, although this is not
meant to be construed as a statement that man always EXERCISES this control.
In the great majority of instances, he does NOT exercise it, which explains why so
many people go through life in poverty.

Recall what has been said about the subconscious mind resembling a fertile gar-
den spot, in which weeds will grow in abundance, if the seeds of more desirable
crops are not sown therein. AUTOSUGGESTION is the agency of control through
which an individual may voluntarily feed his subconscious mind on thoughts
of a creative nature, or, by neglect, permit thoughts of a destructive nature to
find their way into this rich garden of the mind. You were instructed, in the last
of the six steps described in the chapter on Desire, to read ALOUD twice daily
the WRITTEN statement of your DESIRE FOR MONEY, and to SEE AND FEEL



yourself ALREADY in possession of the money! By following these instructions,
you communicate the object of your DESIRE directly to your SUBCONSCIOUS
mind in a spirit of absolute FAITH.

Through repetition of this procedure, you voluntarily create thought habits which
are favorable to your efforts to transmute desire into its monetary equivalent.

Go back to these six steps described in chapter two, and read them again, very
carefully, before you proceed further. Then (when you come to it), read very care-
fully the four instructions for the organization of your “Master Mind” group, de-
scribed in the chapter on Organized Planning. By comparing these two sets of
instructions with that which has been stated on auto-suggestion, you, of course,
will see that the instructions involve the application of the principle of auto-sug-

Remember, therefore, when reading aloud the statement of your desire (through
which you are endeavoring to develop a “money consciousness”), that the mere
reading of the words is of NO CONSEQUENCE-UNLESS you mix emotion, or
feeling with your words. If you repeat a million times the famous Emil Coue for-
mula, “Day by day, in every way, I am getting better and better,” without mixing
emotion and FAITH with your words, you will experience no desirable results.
Your subconscious mind recognizes and acts upon ONLY thoughts which have
been well-mixed with emotion or feeling.

This is a fact of such importance as to warrant repetition in practically every chap-
ter, because the lack of understanding of this is the main reason the majority of
people who try to apply the principle of auto-suggestion get no desirable results.

Plain, unemotional words do not influence the subconscious mind. You will get
no appreciable results until you learn to reach your subconscious mind with
thoughts, or spoken words which have been well emotionalized with BELIEF.

Do not become discouraged, if you cannot control and direct your emotions the
first time you try to do so. Remember, there is no such possibility as SOMETHING
FOR NOTHING. Ability to reach, and influence your subconscious mind has its
price, and you MUST PAY THAT PRICE. You cannot cheat, even if you desire
to do so. The price of ability to influence your subconscious mind is everlasting
PERSISTENCE in applying the principles described here. You cannot develop the
desired ability for a lower price. You, and YOU ALONE, must decide whether or
not the reward for which you are striving (the “money consciousness”), is worth
the price you must pay for it in effort.



Wisdom and “cleverness” alone, will not attract and retain money except in a
few very rare instances, where the law of averages favors the attraction of money
through these sources. The method of attracting money described here, does not
depend upon the law of averages. Moreover, the method plays no favorites. It will
work for one person as effectively as it will for another. Where failure is experi-
enced, it is the individual, not the method, which has failed. If you try and fail,
make another effort, and still another, until you succeed.

Your ability to use the principle of auto-suggestion will depend, very largely, upon
your capacity to CONCENTRATE upon a given DESIRE until that desire becomes

When you begin to carry out the instructions in connection with the six steps
described in the second chapter, it will be necessary for you to make use of the
principle of CONCENTRATION.

Let us here offer suggestions for the effective use of concentration. When you
begin to carry out the first of the six steps, which instructs you to “fix in your
own mind the EXACT amount of money you desire,” hold your thoughts on that
amount of money by CONCENTRATION, or fixation of attention, with your eyes
closed, until you can ACTUALLY SEE the physical appearance of the money. Do
this at least once each day. As you go through these exercises, follow the instruc-
tions given in the chapter on FAITH, and see yourself actually IN POSSESSION

Here is a most significant fact-the subconscious mind takes any orders given it in
a spirit of absolute FAITH, and acts upon those orders, although the orders often
have to be presented over and over again, through repetition, before they are in-
terpreted by the subconscious mind. Following the preceding statement, consider
the possibility of playing a perfectly legitimate “trick” on your subconscious mind,
by making it believe, because you believe it, that you must have the amount of
money you are visualizing, that this money is already awaiting your claim, that
the subconscious mind MUST hand over to you practical plans for acquiring the
money which is yours.

Hand over the thought suggested in the preceding paragraph to your IMAGINA-
TION, and see what your imagination can, or will do, to create practical plans for
the accumulation of money through transmutation of your desire.

DO NOT WAIT for a definite plan, through which you intend to exchange services
or merchandise in return for the money you are visualizing, but begin at once to
see yourself in possession of the money, DEMANDING and EXPECTING mean-



while, that your subconscious mind will hand over the plan, or plans you need. Be
on the alert for these plans, and when they appear, put them into ACTION IM-
MEDIATELY. When the plans appear, they will probably “flash” into your mind
through the sixth sense, in the form of an “inspiration.” This inspiration may
be considered a direct “telegram,” or message from Infinite Intelligence. Treat it
with respect, and act upon it as soon as you receive it. Failure to do this will be
FATAL to your success.

In the fourth of the six steps, you were instructed to “Create a definite plan for
carrying out your desire, and begin at once to put this plan into action.” You
should follow this instruction in the manner described in the preceding para-
graph. Do not trust to your “reason when creating your plan for accumulating
money through the transmutation of desire. Your reason is faulty. Moreover, your
reasoning faculty maybe lazy, and, if you depend entirely upon it to serve you, it
may disappoint you.

When visualizing the money you intend to accumulate, (with closed eyes), see
yourself rendering the service, or delivering the merchandise you intend to give
in return for this money. This is important!


The fact that you are reading this book is an indication that you earnestly seek
knowledge. It is also an indication that you are a student of this subject. If you are
only a student, there is a chance that you may learn much that you did not know,
but you will learn only by assuming an attitude of humility. If you choose to follow
some of the instructions but neglect, or refuse to follow others-you will fail! To get
satisfactory results, you must follow ALL instructions in a spirit of FAITH.

The instructions given in connection with the six steps in the second chapter will
now be summarized, and blended with the principles covered by this chapter, as

First. Go into some quiet spot (preferably in bed at night) where you will not
be disturbed or interrupted, close your eyes, and repeat aloud, (so you may hear
your own words) the written statement of the amount of money you intend to ac-
cumulate, the time limit for its accumulation, and a description of the service or
merchandise you intend to give in return for the money. As you carry out these



For example :-Suppose that you intend to accumulate $50,000 by the first of
January, five years hence, that you intend to give personal services in return for
the money, in the Capacity of a salesman. Your written statement of your purpose
should be similar to the following:

“By the first day of January, 19.., I will have in my possession $50,000, which
will come to me in various amounts from time to time during the interim.

“In return for this money I will give the most efficient service of which I am
capable, rendering the fullest possible quantity, and the best possible quality of
service in the capacity of salesman of (describe the service or merchandise you
intend to sell).

“I believe that I will have this money in my possession. My faith is so strong
that I can now see this money before my eyes. I can touch it with my hands. It
is now awaiting transfer to me at the time, and in the proportion that I deliver
the service I intend to render in return for it. I am awaiting a plan by which to
accumulate this money, and I will follow that plan, when it is received.”

Second. Repeat this program night and morning until you can see, (in your im-
agination) the money you intend to accumulate.

Third. Place a written copy of your statement where you can see it night and
morning, and read it just before retiring, and upon arising until it has been mem-

Remember, as you carry out these instructions, that you are applying the prin-
ciple of auto-suggestion, for the purpose of giving orders to your subconscious
mind. Remember, also, that your subconscious mind will act ONLY upon instruc-
tions which are emotionalized, and handed over to it with “feeling.” FAITH is the
strongest, and most productive of the emotions. Follow the instructions given in
the chapter on FAITH.

These instructions may, at first, seem abstract. Do not let this disturb you. Follow
the instructions, no matter how abstract or impractical they may, at first, appear
to be. The time will soon come, if you do as you have been instructed, in spirit as
well as in act, when a whole new universe of power will unfold to you.

Scepticism, in connection with ALL new ideas, is characteristic of all human be-
ings. But if you follow the instructions outlined, your scepticism will soon be re-
placed by belief, and this, in turn, will soon become crystallized into ABSOLUTE
FAITH. Then you will have arrived at the point where you may truly say, “I am the
master of my fate, I am the captain of my soul!”



Many philosophers have made the statement, that man is the master of his own
earthly destiny, but most of them have failed to say why he is the master. The
reason that man may be the master of his own earthly status, and especially his
financial status, is thoroughly explained in this chapter. Man may become the
master of himself, and of his environment, because he has the POWER TO IN-
FLUENCE HIS OWN SUBCONSCIOUS MIND, and through it, gain the coopera-
tion of Infinite Intelligence.

You are now reading the chapter which represents the keystone to the arch of
this philosophy. The instructions contained in this chapter must be understood
and APPLIED WITH PERSISTENCE, if you succeed in transmuting desire into

The actual performance of transmuting DESIRE into money, involves the use of
auto-suggestion as an agency by which one may reach, and influence, the sub-
conscious mind. The other principles are simply tools with which to apply auto-
suggestion. Keep this thought in mind, and you will, at all times, be conscious of
the important part the principle of auto-suggestion is to play in your efforts to
accumulate money through the methods described in this book. Carry out these
instructions as though you were a small child.

Inject into your efforts something of the FAITH of a child. The author has been
most careful, to see that no impractical instructions were included, because of his
sincere desire to be helpful.

After you have read the entire book, come back to this chapter, and follow in
spirit, and in action, this instruction:



Follow the foregoing instruction to the letter, and it will open the way for a com-
plete understanding, and mastery of the principles of success.



Chapter 5

Specialized Knowledge, Personal Experience or


The Fourth Step toward Riches

THERE are two kinds of knowledge. One is general, the other is specialized. Gen-
eral knowledge, no matter how great in quantity or variety it may be, is of but
little use in the accumulation of money. The faculties of the great universities
possess, in the aggregate, practically every form of general knowledge known to
civilization. Most of the professors have but little or no money. They specialize on
teaching knowledge, but they do not specialize on the organization, or the use of

KNOWLEDGE will not attract money, unless it is organized, and intelligently
directed, through practical PLANS OF ACTION, to the DEFINITE END of ac-
cumulation of money. Lack of understanding of this fact has been the source of
confusion to millions of people who falsely believe that “knowledge is power.” It
is nothing of the sort! Knowledge is only potential power. It becomes power only
when, and if, it is organized into definite plans of action, and directed to a definite

This “missing link” in all systems of education known to civilization today, maybe
found in the failure of educational institutions to teach their students HOW TO

organize and use knowledge after they acquire it.

Many people make the mistake of assuming that, because Henry Ford had but
little “schooling,” he is not a man of “education.” Those who make this mistake
do not know Henry Ford, nor do they understand the real meaning of the word

That word is derived from the Latin word “educo,” meaning to educe, to draw out,
to DEVELOP FROM WITHIN. An educated man is not, necessarily, one who has
an abundance of general or specialized knowledge. An educated man is one who
has so developed the faculties of his mind that he may acquire anything he wants,
or its equivalent, without violating the rights of others. Henry Ford comes well
within the meaning of this definition.



During the world war, a Chicago newspaper published certain editorials in which,
among other statements, Henry Ford was called “an ignorant pacifist.” Mr. Ford
objected to the statements, and brought suit against the paper for libeling him.
When the suit was tried in the Courts, the attorneys for the paper pleaded justi-
fication, and placed Mr. Ford, himself, on the witness stand, for the purpose of
proving to the jury that he was ignorant. The attorneys asked Mr. Ford a great va-
riety of questions, all of them intended to prove, by his own evidence, that, while
he might possess considerable specialized knowledge pertaining to the manufac-
ture of automobiles, he was, in the main, ignorant.

Mr. Ford was plied with such questions as the following:

“Who was Benedict Arnold?” and “How many soldiers did the British send over to
America to put down the Rebellion of 1776?” In answer to the last question, Mr.
Ford replied, “I do not know the exact number of soldiers the British sent over,
but I have heard that it was a considerably larger number than ever went back.”

Finally, Mr. Ford became tired of this line of questioning, and in reply to a par-
ticularly offensive question, he leaned over, pointed his finger at the lawyer who
had asked the question, and said, “If I should really WANT to answer the foolish
question you have just asked, or any of the other questions you have been asking
me, let me remind you that I have a row of electric push-buttons on my desk, and
by pushing the right button, I can summon to my aid men who can answer ANY
question I desire to ask concerning the business to which I am devoting most of
my efforts. Now, will you kindly tell me, WHY I should clutter up my mind with
general knowledge, for the purpose of being able to answer questions, when I
have men around me who can supply any knowledge I require?”

There certainly was good logic to that reply. That answer floored the lawyer. Every
person in the courtroom realized it was the answer, not of an ignorant man, but of
a man of EDUCATION. Any man is educated who knows where to get knowledge
when he needs it, and how to organize that knowledge into definite plans of ac-
tion. Through the assistance of his “Master Mind” group, Henry Ford had at his
command all the specialized knowledge he needed to enable him to become one
of the wealthiest men in America. It was not essential that he have this knowledge
in his own mind. Surely no person who has sufficient inclination and intelligence
to read a book of this nature can possibly miss the significance of this illustra-

Before you can be sure of your ability to transmute DESIRE into its monetary
equivalent, you will require SPECIALIZED KNOWLEDGE of the service, mer-
chandise, or profession which you intend to offer in return for fortune. Perhaps



you may need much more specialized knowledge than you have the ability or the
inclination to acquire, and if this should be true, you may bridge your weakness
through the aid of your “Master Mind” group.

Andrew Carnegie stated that he, personally, knew nothing about the technical
end of the steel business; moreover, he did not particularly care to know anything
about it. The specialized knowledge which he required for the manufacture and
marketing of steel, he found available through the individual units of his MAS-

The accumulation of great fortunes calls for POWER, and power is acquired
through highly organized and intelligently directed specialized knowledge, but
that knowledge does not, necessarily, have to be in the possession of the man who
accumulates the fortune.

The preceding paragraph should give hope and encouragement to the man with
ambition to accumulate a fortune, who has not possessed himself of the necessary
“education” to supply such specialized knowledge as he may require. Men some-
times go through life suffering from “inferiority complexes,” because they are not
men of “education.” The man who can organize and direct a “Master Mind” group
of men who possess knowledge useful in the accumulation of money, is just as
much a man of education as any man in the group. REMEMBER THIS, if you suf-
fer from a feeling of inferiority, because your schooling has been limited.

Thomas A. Edison had only three months of “schooling” during his entire life. He
did not lack education, neither did he die poor. Henry Ford had less than a sixth
grade “schooling” but he has managed to do pretty well by himself, financially.

SPECIALIZED KNOWLEDGE is among the most plentiful, and the cheapest
forms of service which may be had! If you doubt this, consult the payroll of any


First of all, decide the sort of specialized knowledge you require, and the purpose
for which it is needed. To a large extent your major purpose in life, the goal to-
ward which you are working, will help determine what knowledge you need.

With this question settled, your next move requires that you have accurate in-
formation concerning dependable sources of knowledge. The more important of
these are:



(a) One’s own experience and education

(b) Experience and education available through cooperation of others (Master
Mind Alliance)

(c) Colleges and Universities

(d) Public Libraries (Through books and periodicals in which may be found all
the knowledge organized by civilization)

(e) Special Training Courses (Through night schools and home study schools in

As knowledge is acquired it must be organized and put into use, for a definite
purpose, through practical plans. Knowledge has no value except that which can
be gained from its application toward some worthy end. This is one reason why
college degrees are not valued more highly. They represent nothing but miscel-
laneous knowledge.

If you contemplate taking additional schooling, first determine the purpose for
which you want the knowledge you are seeking, then learn where this particular
sort of knowledge can be obtained, from reliable sources.

Successful men, in all callings, never stop acquiring specialized knowledge relat-
ed to their major purpose, business, or profession. Those who are not successful
usually make the mistake of believing that the knowledge acquiring period ends
when one finishes school. The truth is that schooling does but little more than to
put one in the way of learning how to acquire practical knowledge.

With this Changed World which began at the end of the economic collapse, came
also astounding changes in educational requirements. The order of the day is
SPECIALIZATION! This truth was emphasized by Robert P. Moore, secretary of
appointments of Columbia University.


“Particularly sought after by employing companies are candidates who have
specialized in some field-business-school graduates with training in accounting
and statistics, engineers of all varieties, journalists, architects, chemists, and
also outstanding leaders and activity men of the senior class.

“The man who has been active on the campus, whose personality is such that
he gets along with all kinds of people and who has done an adequate job with
his studies has a most decided edge over the strictly academic student. Some of
these, because of their all-around qualifications, have received several offers of
positions, a few of them as many as six.



“In departing from the conception that the “straight A’ student was invariably
the one to get the choice of the better jobs, Mr. Moore said that most companies
look not only to academic records but to activity records and personalities of the

“One of the largest industrial companies, the leader in its field, in writing to Mr.
Moore concerning prospective seniors at the college, said:

“”We are interested primarily infinding men who can make exceptional progress
in management work. For this reason we emphasize qualities of character, in-
telligence and personality far more than specific educational background.’


“Proposing a system of “apprenticing’ students in offices, stores and industrial
occupations during the summer vacation, Mr. Moore asserts that after the first
two or three years of college, every student should be asked “to choose a definite
future course and to call a halt if he has been merely pleasantly drifting without
purpose through an unspecialized academic curriculum.’

“Colleges and universities must face the practical consideration that all profes-
sions and occupations now demand specialists,” he said, urging that educational
institutions accept more direct responsibility for vocational guidance. One of
the most reliable and practical sources of knowledge available to those who need
specialized schooling, is the night schools operated in most large cities. The cor-
respondence schools give specialized training anywhere the U. S. mails go, on
all subjects that can be taught by the extension method. One advantage of home
study training is the flexibility of the study programme which permits one to
study during spare time. Another stupendous advantage of home study training
(if the school is carefully chosen), is the fact that most courses offered by home
study schools carry with them generous privileges of consultation which can be of
priceless value to those needing specialized knowledge. No matter where you live,
you can share the benefits.

Anything acquired without effort, and without cost is generally unappreciated,
often discredited; perhaps this is why we get so little from our marvelous oppor-
tunity in public schools. The SELF-DISCIPLINE one receives from a definite pro-
gramme of specialized study makes up to some extent, for the wasted opportunity
when knowledge was available without cost. Correspondence schools are highly
organized business institutions. Their tuition fees are so low that they are forced



to insist upon prompt payments. Being asked to pay, whether the student makes
good grades or poor, has the effect of causing one to follow through with the
course when he would otherwise drop it. The correspondence schools have not
stressed this point sufficiently, for the truth is that their collection departments
constitute the very finest sort of training on DECISION, PROMPTNESS, ACTION

I learned this from experience, more than twenty-five years ago. I enrolled for a
home study course in Advertising. After completing eight or ten lessons I stopped
studying, but the school did not stop sending me bills. Moreover, it insisted upon
payment, whether I kept up my studies or not. I decided that if I had to pay for
the course (which I had legally obligated myself to do), I should complete the les-
sons and get my money’s worth. I felt, at the time, that the collection system of
the school was somewhat too well organized, but I learned later in life that it was
a valuable part of my training for which no charge had been made. Being forced
to pay, I went ahead and completed the course. Later in life I discovered that the
efficient collection system of that school had been worth much in the form of
money earned, because of the training in advertising I had so reluctantly taken.

We have in this country what is said to be the greatest public school system in
the world. We have invested fabulous sums for fine buildings, we have provided
convenient transportation for children living in the rural districts, so they may
attend the best schools, but there is one astounding weakness to this marvelous
system-IT IS FREE! One of the strange things about human beings is that they
value only that which has a price. The free schools of America, and the free public
libraries, do not impress people because they are free. This is the major reason
why so many people find it necessary to acquire additional training after they
quit school and go lo work. It is also one of the major reasons why EMPLOY-
STUDY COURSES. They have learned, from experience, that any person who has
the ambition to give up a part of his spare time to studying at home has in him
those qualities which make for leadership. This recognition is not a charitable
gesture, it is sound business judgment upon the part of the employers.

There is one weakness in people for which there is no remedy. It is the univer-
sal weakness of LACK OF AMBITION! Persons, especially salaried people, who
schedule their spare time, to provide for home study, seldom remain at the bot-
tom very long. Their action opens the way for the upward climb, removes many
obstacles from their path, and gains the friendly interest of those who have the
power to put them in the way of OPPORTUNITY.



The home study method of training is especially suited to the needs of employed
people who find, after leaving school, that they must acquire additional special-
ized knowledge, but cannot spare the time to go back to school.

The changed economic conditions prevailing since the depression have made it
necessary for thousands of people to find additional, or new sources of income.
For the majority of these, the solution to their problem may be found only by ac-
quiring specialized knowledge. Many will be forced to change their occupations

When a merchant finds that a certain line of merchandise is not selling, he usually
supplants it with another that is in demand. The person whose business is that of
marketing personal services must also be an efficient merchant. If his services do
not bring adequate returns in one occupation, he must change to another, where
broader opportunities are available.

Stuart Austin Wier prepared himself as a Construction Engineer and followed
this line of work until the depression limited his market to where it did not give
him the income he required. He took inventory of himself, decided to change
his profession to law, went back to school and took special courses by which he
prepared himself as a corporation lawyer. Despite the fact the depression had not
ended, he completed his training, passed the Bar Examination, and quickly built
a lucrative law practice, in Dallas, Texas; in fact he is turning away clients.

Just to keep the record straight, and to anticipate the alibis of those who will say,
“I couldn’t go to school because I have a family to support,” or “I’m too old,” I
will add the information that Mr. Wier was past forty, and married when he went
back to school. Moreover, by carefully selecting highly specialized courses, in col-
leges best prepared to teach the subjects chosen, Mr. Wier completed in two years
the work for which the majority of law students require four years. IT PAYS TO

The person who stops studying merely because he has finished school is forever
hopelessly doomed to mediocrity, no matter what may be his calling. The way of
success is the way of continuous pursuit of knowledge.

Let us consider a specific instance. During the depression a salesman in a grocery
store found himself without a position. Having had some bookkeeping experi-
ence, he took a special course in accounting, familiarized himself with all the lat-
est bookkeeping and office equipment, and went into business for himself. Start-
ing with the grocer for whom he had formerly worked, he made contracts with
more than 100 small merchants to keep their books, at a very nominal monthly



fee. His idea was so practical that he soon found it necessary to set up a portable
office in a light delivery truck, which he equipped with modern bookkeeping ma-
chinery. He now has a fleet of these bookkeeping offices “on wheels” and employs
a large staff of assistants, thus providing small merchants with accounting service
equal to the best that money can buy, at very nominal cost.

Specialized knowledge, plus imagination, were the ingredients that went into this
unique and successful business. Last year the owner of that business paid an in-
come tax of almost ten times as much as was paid by the merchant for whom
he worked when the depression forced upon him a temporary adversity which
proved to be a blessing in disguise.

The beginning of this successful business was an IDEA! Inasmuch as I had the
privilege of supplying the unemployed salesman with that idea, I now assume the
further privilege of suggesting another idea which has within it the possibility of
even greater income. Also the possibility of rendering useful service to thousands
of people who badly need that service.

The idea was suggested by the salesman who gave up selling and went into the
business of keeping books on a wholesale basis. When the plan was suggested as
a solution of his unemployment problem, he quickly exclaimed, “I like the idea,
but I would not know how to turn it into cash.” In other words, he complained he
would not know how to market his bookkeeping knowledge after he acquired it.

So, that brought up another problem which had to be solved. With the aid of a
young woman typist, clever at hand lettering, and who could put the story to-
gether, a very attractive book was prepared, describing the advantages of the new
system of bookkeeping.

The pages were neatly typed and pasted in an ordinary scrapbook, which was
used as a silent salesman with which the story of this new business was so effec-
tively told that its owner soon had more accounts than he could handle.

There are thousands of people, all over the country, who need the services of a
merchandising specialist capable of preparing an attractive brief for use in mar-
keting personal services. The aggregate annual income from such a service might
easily exceed that received by the largest employment agency, and the benefits of
the service might be made far greater to the purchaser than any to be obtained
from an employment agency.

The IDEA here described was born of necessity, to bridge an emergency which
had to be covered, but it did not stop by merely serving one person. The wom-



an who created the idea has a keen IMAGINATION. She saw in her newly born
brain-child the making of a new profession, one that is destined to render valu-
able service to thousands of people who need practical guidance in marketing
personal services.

Spurred to action by the instantaneous success of her first “PREPARED PLAN TO
MARKET PERSONAL SERVICES,” this energetic woman turned next to the solu-
tion of a similar problem for her son who had just finished college, but had been
totally unable to find a market for his services. The plan she originated for his use
was the finest specimen of merchandising of personal services I have ever seen.

When the plan book had been completed, it contained nearly fifty pages of beauti-
fully typed, properly organized information, telling the story of her son’s native
ability, schooling, personal experiences, and a great variety of other information
too extensive for description. The plan book also contained a complete descrip-
tion of the position her son desired, together with a marvelous word picture of the
exact plan he would use in filling the position.

The preparation of the plan book required several week’s labor, during which
time its creator sent her son to the public library almost daily, to procure data
needed in selling his services to best advantage. She sent him, also to all the com-
petitors of his prospective employer, and gathered from them vital information
concerning their business methods which was of great value in the formation of
the plan he intended to use in filling the position he sought. When the plan had
been finished, it contained more than half a dozen very fine suggestions for the
use and benefit of the prospective employer. (The suggestions were put into use
by the company).

One may be inclined to ask, “Why go to all this trouble to secure a job?” The
answer is straight to the point, also it is dramatic, because it deals with a sub-
ject which assumes the proportion of a tragedy with millions of men and women
whose sole source of income is personal services.


Moreover-and this, too, is important-THE POSITION DID NOT REQUIRE THE



“Why go to all this trouble?” do you ask?

Well, for one thing, the PLANNED PRESENTATION of this young man’s appli-
cation for a position clipped off no less than ten years of time he would have
required to get to where he began, had he “started at the bottom and worked his
way up.”

This idea of starting at the bottom and working one’s way up may appear to be
sound, but the major objection to it is this-too many of those who begin at the
bottom never manage to lift their heads high enough to be seen by OPPORTU-
NITY, so they remain at the bottom. It should be remembered, also, that the out-
look from the bottom is not so very bright or encouraging. It has a tendency to
kill off ambition. We call it “getting into a rut,” which means that we accept our
fate because we form the HABIT of daily routine, a habit that finally becomes
so strong we cease to try to throw it off. And that is another reason why it pays
to start one or two steps above the bottom. By so doing one forms the HABIT of
looking around, of observing how others get ahead, of seeing OPPORTUNITY,
and of embracing it without hesitation.

Dan Halpin is a splendid example of what I mean. During his college days, he was
manager of the famous 1930 National Championship Notre Dame football team,
when it was under the direction of the late Knute Rockne.

Perhaps he was inspired by the great football coach to aim high, and NOT MIS-
TAKE TEMPORARY DEFEAT FOR FAILURE, just as Andrew Carnegie, the great
industrial leader, inspired his young business lieutenants to set high goals for
themselves. At any rate, young Halpin finished college at a mighty unfavorable
time, when the depression had made jobs scarce, so, after a fling at investment
banking and motion pictures, he took the first opening with a potential future he
could find-selling electrical hearing aids on a commission basis. ANYONE COULD
open the door of opportunity to him.

For almost two years, he continued in a job not to his liking, and he would never
have risen above that job if he had not done something about his dissatisfaction.
He aimed, first, at the job of Assistant Sales Manager of his company, and got the
job. That one step upward placed him high enough above the crowd to enable him
to see still greater opportunity, also, it placed him where OPPORTUNITY COULD

He made such a fine record selling hearing aids, that A. M. Andrews, Chairman
of the Board of the Dictograph Products Company, a business competitor of the



company for which Halpin worked, wanted to know something about that man
Dan Halpin who was taking big sales away from the long established Dictograph
Company. He sent for Hal-pin. When the interview was over, Halpin was the new
Sales Manager, in charge of the Acousticon Division.

Then, to test young Halpin’s metal, Mr. Andrews went away to Florida for three
months, leaving him to sink or swim in his new job. He did not sink! Knute
Rockne’s spirit of “All the world loves a winner, and has no time for a loser in-
spired him to put so much into his job that he was recently elected Vice-President
of the company, and General Manager of the Acousticon and Silent Radio Divi-
sion, a job which most men would be proud to earn through ten years of loyal
effort. Halpin turned the trick in little more than six months.

It is difficult to say whether Mr. Andrews or Mr. Halpin is more deserving of eu-
logy, for the reason that both showed evidence of having an abundance of that
very rare quality known as IMAGINATION. Mr. Andrews deserves credit for see-
ing, in young Halpin, a “go-getter” of the highest order. Halpin deserves credit for
JOB HE DID NOT WANT, and that is one of the major points I am trying to em-
phasize through this entire philosophy-that we rise to high positions or remain

I am also trying to emphasize another point, namely, that both success and failure
are largely the results of HABIT! I have not the slightest doubt that Dan Halpin’s
close association with the greatest football coach America ever knew, planted in
his mind the same brand of DESIRE to excel which made the Notre Dame football
team world famous. Truly, there is something to the idea that hero-worship is
helpful, provided one worships a WINNER. Halpin tells me that Rockne was one
of the world’s greatest leaders of men in all history.

My belief in the theory that business associations are vital factors, both in failure
and in success, was recently demonstrated, when my son Blair was negotiating
with Dan Halpin for a position.

Mr. Halpin offered him a beginning salary of about one half what he could have
gotten from a rival company. I brought parental pressure to bear, and induced
him to accept the place with Mr. Halpin, because I BELIEVE THAT CLOSE AS-



The bottom is a monotonous, dreary, unprofitable place for any person. That is
why I have taken the time to describe how lowly beginnings maybe circumvented
by proper planning. Also, that is why so much space has been devoted to a de-
scription of this new profession, created by a woman who was inspired to do a
fine job of PLANNING because she wanted her son to have a favorable “break.”

With the changed conditions ushered in by the world economic collapse, came
also the need for newer and better ways of marketing PERSONAL SERVICES. It
is hard to determine why someone had not previously discovered this stupendous
need, in view of the fact that more money changes hands in return for personal
services than for any other purpose. The sum paid out monthly, to people who
work for wages and salaries, is so huge that it runs into hundreds of millions, and
the annual distribution amounts to billions.

Perhaps some will find, in the IDEA here briefly described, the nucleus of the
riches they DESIRE! Ideas with much less merit have been the seedlings from
which great fortunes have grown.

Woolworth’s Five and Ten Cent Store idea, for example, had far less merit, but
it piled up a fortune for its creator. Those seeing OPPORTUNITY lurking in this
suggestion will find valuable aid in the chapter on Organized Planning.

Incidentally, an efficient merchandiser of personal services would find a growing
demand for his services wherever there are men and women who seek better mar-
kets for their services. By applying the Master Mind principle, a few people with
suitable talent, could form an alliance, and have a paying business very quickly.
One would need to be a fair writer, with a flair for advertising and selling, one
handy at typing and hand lettering, and one should be a first class business getter
who would let the world know about the service. If one person possessed all these
abilities, he might carry on the business alone, until it outgrew him.

The woman who prepared the “Personal Service Sales Plan” for her son now re-
ceives requests from all parts of the country for her cooperation in preparing
similar plans for others who desire to market their personal services for more
money. She has a staff of expert typists, artists, and writers who have the ability
to dramatize the case history so effectively that one’s personal services can be
marketed for much more money than the prevailing wages for similar services.
She is so confident of her ability that she accepts, as the major portion of her fee,
a percentage of the increased pay she helps her clients to earn.

It must not be supposed that her plan merely consists of clever salesmanship
by which she helps men and women to demand and receive more money for he



same services they formerly sold for less pay. She looks after the interests of the
purchaser as well as the seller of personal services, and so prepares her plans that
the employer receives full value for the additional money he pays. The method by
which she accomplishes this astonishing result is a professional secret which she
discloses to no one excepting her own clients.

If you have the IMAGINATION, and seek a more profitable outlet for your per-
sonal services, this suggestion may be the stimulus for which you have been
searching. The IDEA is capable of yielding an income far greater than that of the
“average” doctor, lawyer, or engineer whose education required several years in
college. The idea is saleable to those seeking new positions, in practically all posi-
tions calling for managerial or executive ability, and those desiring re-arrange-
ment of incomes in their present positions.

There is no fixed price for sound IDEAS! Back of all IDEAS is specialized knowl-
edge. Unfortunately, for those who do not find riches in abundance, specialized
knowledge is more abundant and more easily acquired than IDEAS. Because of
this very truth, there is a universal demand and an ever-increasing opportunity
for the person capable of helping men and women to sell their personal services
advantageously. Capability means IMAGINATION, the one quality needed to
combine specialized knowledge with IDEAS, in the form of ORGANIZED PLANS
designed to yield riches.

If you have IMAGINATION this chapter may present you with an idea sufficient
to serve as the beginning of the riches you desire. Remember, the IDEA is the
main thing. Specialized knowledge maybe found just around the corner-any cor-



Chapter 6

Imagination: The Workshop of the Mind

The Fifth Step toward Riches

The imagination is literally the workshop wherein are fashioned all plans created
by man. The impulse, the DESIRE, is given shape, form, and ACTION through
the aid of the imaginative faculty of the mind.

It has been said that man can create anything which he can imagine.

Of all the ages of civilization, this is the most favorable for the development of the
imagination, because it is an age of rapid change. On every hand one may contact
stimuli which develop the imagination.

Through the aid of his imaginative faculty, man has discovered, and harnessed,
more of Nature’s forces during the past fifty years than during the entire history
of the human race, previous to that time. He has conquered the air so completely,
that the birds are a poor match for him in flying. He has harnessed the ether, and
made it serve as a means of instantaneous communication with any part of the
world. He has analyzed, and weighed the sun at a distance of millions of miles,
and has determined, through the aid of IMAGINATION, the elements of which it
consists. He has discovered that his own brain is both a broadcasting, and a re-
ceiving station for the vibration of thought, and he is beginning now to learn how
to make practical use of this discovery. He has increased the speed of locomotion,
until he may now travel at a speed of more than three hundred miles an hour.

The time will soon come when a man may breakfast in New York, and lunch in
San Francisco.

USE OF HIS IMAGINATION. He has not yet reached the apex of development in
the use of his imaginative faculty. He has merely discovered that he has an imagi-
nation, and has commenced to use it in a very elementary way.


The imaginative faculty functions in two forms. One is known as “synthetic imag-
ination,” and the other as “creative imagination.” SYNTHETIC IMAGINATION: –



Through this faculty, one may arrange old concepts, ideas, or plans into new
combinations. This faculty creates nothing. It merely works with the material
of experience, education, and observation with which it is fed. It is the faculty
used most by the inventor, with the exception of the who draws upon the crea-
tive imagination, when he cannot solve his problem through synthetic imagina-
tion. CREATIVE IMAGINATION: -Through the faculty of creative imagination,
the finite mind of man has direct communication with Infinite Intelligence. It is
the faculty through which “hunches” and “inspirations” are received. It is by this
faculty that all basic, or new ideas are handed over to man.

It is through this faculty that thought vibrations from the minds of others are
received. It is through this faculty that one individual may “tune in,” or commu-
nicate with the subconscious minds of other men.

The creative imagination works automatically, in the manner described in subse-
quent pages. This faculty functions ONLY when the conscious mind is vibrating
at an exceedingly rapid rate, as for example, when the conscious mind is stimu-
lated through the emotion of a strong desire.

The creative faculty becomes more alert, more receptive to vibrations from the
sources mentioned, in proportion to its development through USE. This state-
ment is significant! Ponder over it before passing on.

Keep in mind as you follow these principles, that the entire story of how one
may convert DESIRE into money cannot be told in one statement. The story will
be complete, only when one has MASTERED, ASSIMILATED, and BEGUN TO
MAKE USE of all the principles.

The great leaders of business, industry, finance, and the great artists, musicians,
poets, and writers became great, because they developed the faculty of creative

Both the synthetic and creative faculties of imagination become more alert with
use, just as any muscle or organ of the body develops through use.

Desire is only a thought, an impulse. It is nebulous and ephemeral. It is abstract,
and of no value, until it has been transformed into its physical counterpart. While
the synthetic imagination is the one which will be used most frequently, in the
process of transforming the impulse of DESIRE into money, you must keep in
mind the fact, that you may face circumstances and situations which demand use
of the creative imagination as well.



Your imaginative faculty may have become weak through inaction. It can be re-
vived and made alert through USE. This faculty does not die, though it may be-
come quiescent through lack of use. Center your attention, for the time being, on
the development of the synthetic imagination, because this is the faculty which
you will use more often in the process of converting desire into money.

Transformation of the intangible impulse, of DESIRE, into the tangible reality, of
MONEY, calls for the use of a plan, or plans. These plans must be formed with the
aid of the imagination, and mainly, with the synthetic faculty.

Read the entire book through, then come back to this chapter, and begin at once
to put your imagination to work on the building of a plan, or plans, for the trans-
formation of your DESIRE into money. Detailed instructions for the building of
plans have been given in almost every chapter. Carry out the instructions best
suited to your needs, reduce your plan to writing, if you have not already done
so. The moment you complete this, you will have DEFINITELY given concrete
form to the intangible DESIRE. Read the preceding sentence once more. Read it
aloud, very slowly, and as you do so, remember that the moment you reduce the
statement of your desire, and a plan for its realization, to writing, you have actu-
ally TAKEN THE FIRST of a series of steps, which will enable you to convert the
thought into its physical counterpart.

The earth on which you live, you, yourself, and every other material thing are
the result of evolutionary change, through which microscopic bits of matter have
been organized and arranged in an orderly fashion.

Moreover-and this statement is of stupendous importance-this earth, every one
of the billions of individual cells of your body, and every atom of matter, began as
an intangible form of energy. DESIRE is thought impulse! Thought impulses are
forms of energy. When you begin with the thought impulse, DESIRE, to accumu-
late money, you are drafting into your service the same “stuff that Nature used
in creating this earth, and every material form in the universe, including the body
and brain in which the thought impulses function.

As far as science has been able to determine, the entire universe consists of but
two elements-matter and energy. Through the combination of energy and matter,
has been created everything perceptible to man, from the largest star which floats
in the heavens, down to, and including man, himself.

You are now engaged in the task of trying to profit by Nature’s method. You are
(sincerely and earnestly, we hope), trying to adapt yourself to Nature’s laws, by
endeavoring to convert DESIRE into its physical or monetary equivalent. YOU




You can build a fortune through the aid of laws which are immutable. But, first,
you must become familiar with these laws, and learn to USE them. Through rep-
etition, and by approaching the description of these principles from every con-
ceivable angle, the author hopes to reveal to you the secret through which every
great fortune has been accumulated. Strange and paradoxical as it may seem, the
“secret” is NOT A SECRET. Nature, herself, advertises it in the earth on which we
live, the stars, the planets suspended within our view, in the elements above and
around us, in every blade of grass, and every form of life within our vision.

Nature advertises this “secret” in the terms of biology, in the conversion of a tiny
cell, so small that it may be lost on the point of a pin, into the HUMAN BEING
now reading this line. The conversion of desire into its physical equivalent is, cer-
tainly, no more miraculous!

Do not become discouraged if you do not fully comprehend all that has been stat-
ed. Unless you have long been a student of the mind, it is not to be expected that
you will assimilate all that is in this chapter upon a first reading.

But you will, in time, make good progress. The principles which follow will open
the way for understanding of imagination. Assimilate that which you understand,
as you read this philosophy for the first time, then, when you reread and study
it, you will discover that something has happened to clarify it, and give you a
broader understanding of the whole. Above all, DO NOT STOP, nor hesitate in
your study of these principles until you have read the book at least THREE times,
for then, you will not want to stop.


Ideas are the beginning points of all fortunes. Ideas are products of the imagina-
tion. Let us examine a few well known ideas which have yielded huge fortunes,
with the hope that these illustrations will convey definite information concerning
the method by which imagination may be used in accumulating riches.


Fifty years ago, an old country doctor drove to town, hitched his horse, quietly
slipped into a drug store by the back door, and began “dickering” with the young
drug clerk. His mission was destined to yield great wealth to many people. It was
destined to bring to the South the most far-flung benefit since the Civil War.



For more than an hour, behind the prescription counter, the old doctor and the
clerk talked in low tones. Then the doctor left. He went out to the buggy and
brought back a large, old fashioned kettle, a big wooden paddle (used for stirring
the contents of the kettle), and deposited them in the back of the store.

The clerk inspected the kettle, reached into his inside pocket, took out a roll of
bills, and handed it over to the doctor. The roll contained exactly $500.oo-the
clerk’s entire savings! The doctor handed over a small slip of paper on which
was written a secret formula. The words on that small slip of paper were worth a
King’s ransom! But not to the doctor! Those magic words were needed to start the
kettle to boiling, but neither the doctor nor the young clerk knew what fabulous
fortunes were destined to flow from that kettle.

The old doctor was glad to sell the outfit for five hundred dollars. The money
would pay off his debts, and give him freedom of mind. The clerk was taking a
big chance by staking his entire life’s savings on a mere scrap of paper and an old
kettle! He never dreamed his investment would start a kettle to overflowing with
gold that would surpass the miraculous performance of Aladdin’s lamp. What the
clerk really purchased was an IDEA! The old kettle and the wooden paddle, and
the secret message on a slip of paper were incidental. The strange performance of
that kettle began to take place after the new owner mixed with the secret instruc-
tions an ingredient of which the doctor knew nothing.

Read this story carefully, give your imagination a test! See if you can discover
what it was that the young man added to the secret message, which caused the
kettle to overflow with gold. Remember, as you read, that this is not a story from
Arabian Nights. Here you have a story of facts, stranger than fiction, facts which
began in the form of an IDEA.

Let us take a look at the vast fortunes of gold this idea has produced. It has paid,
and still pays huge fortunes to men and women all over the world, who distribute
the contents of the kettle to millions of people.

The Old Kettle is now one of the world’s largest consumers of sugar, thus provid-
ing jobs of a permanent nature to thousands of men and women engaged in grow-
ing sugar cane, and in refining and marketing sugar.

The Old Kettle consumes, annually, millions of glass bottles, providing jobs to
huge numbers of glass workers. The Old Kettle gives employment to an army of
clerks, stenographers, copy writers, and advertising experts throughout the na-
tion. It has brought fame and fortune to scores of artists who have created mag-
nificent pictures describing the product.



The Old Kettle has converted a small Southern city into the business capital of the
South, where it now benefits, directly, or indirectly, every business and practically
every resident of the city.

The influence of this idea now benefits every civilized country in the world, pour-
ing out a continuous stream of gold to all who touch it. Gold from the kettle built
and maintains one of the most prominent colleges of the South, where thousands
of young people receive the training essential for success.

The Old Kettle has done other marvelous things. All through the world depres-
sion, when factories, banks and business houses were folding up and quitting by
the thousands, the owner of this Enchanted Kettle went marching on, giving con-
tinuous employment to an army of men and women all over the world, and pay-
ing out extra portions of gold to those who, long ago, had faith in the idea. If the
product of that old brass kettle could talk, it would tell thrilling tales of romance
in every language. Romances of love, romances of business, romances of profes-
sional men and women who are daily being stimulated by it.

The author is sure of at least one such romance, for he was a part of it, and it all
began not far from the very spot on which the drug clerk purchased the old kettle.
It was here that the author met his wife, and it was she who first told him of the
Enchanted Kettle.

It was the product of that Kettle they were drinking when he asked her to accept
him “for better or worse.”

Now that you know the content of the Enchanted Kettle is a world famous drink,
it is fitting that the author confess that the home city of the drink supplied him
with a wife, also that the drink itself provides him with stimulation of thought
without intoxication, and thereby it serves to give the refreshment of mind which
an author must have to do his best work.

Whoever you are, wherever you may live, whatever occupation you may be en-
gaged in, just remember in the future, every time you see the words “Coca-Cola,”
that its vast empire of wealth and influence grew out of a single IDEA, and that
the mysterious ingredient the drug clerk- Asa Candler-mixed with the secret for-
mula was. . . IMAGINATION!

Stop and think of that, for a moment. Remember, also, that the thirteen steps
to riches, described in this book, were the media through which the influence of
Coca-Cola has been extended to every city, town, village, and cross-roads of the



world, and that ANY IDEA you may create, as 80Ufld and meritorious as Coca-
Cola, has the possibility of duplicating the stupendous record of this world-wide

Truly, thoughts are things, and their scope of operation is the world, itself.


This story proves the truth of that old saying, “where there’s a will, there’s a
way.” It was told to me by that beloved educator and clergyman, the late Frank
W. Gunsaulus, who began his preaching career in the stockyards region of South

While Dr. Gunsaulus was going through college, he observed many defects in
our educational system, defects which he believed he could correct, if he were
the head of a college. His deepest desire was to become the directing head of an
educational institution in which young men and women would be taught to “learn
by doing.”

He made up his mind to organize a new college in which he could carry out his
ideas, without being handicapped by orthodox methods of education.

He needed a million dollars to put the project across! Where was he to lay his
hands on so large a sum of money? That was the question that absorbed most of
this ambitious young preacher’s thought.

But he couldn’t seem to make any progress. Every night he took that thought to
bed with him. He got up with it in the morning. He took it with him everywhere
he went. He turned it over and over in his mind until it became a consuming ob-
session with him. A million dollars is a lot of money. He recognized that fact, but
he also recognized the truth that the only limitation is that which one sets up in
one’s own mind.

Being a philosopher as well as a preacher, Dr. Gunsaulus recognized, as do all
who succeed in life, that DEFINITENESS OF PURPOSE is the starting point from
which one must begin. He recognized, too, that definiteness of purpose takes on
animation, life, and power when backed by a BURNING DESIRE to translate that
purpose into its material equivalent.

He knew all these great truths, yet he did not know where, or how to lay his hands
on a million dollars. The natural procedure would have been to give up and quit,



by saying, “Ah well, my idea is a good one, but I cannot do anything with it, be-
cause I never can procure the necessary million dollars.” That is exactly what the
majority of people would have said, but it is not what Dr. Gunsaulus said. What
he said, and what he did are so important that I now introduce him, and let him
speak for himself.

“One Saturday afternoon I sat in my room thinking of ways and means of raising
the money to carry out my plans. For nearly two years, I had been thinking, but I
had done nothing but think!

“The time had come for ACTION!”

“I made up my mind, then and there, that I would get the necessary million dol-
lars within a week. How? I was not concerned about that. The main thing of im-
portance was the decision to get the money within a specified time, and I want to
tell you that the moment I reached a definite decision to get the money within a
specified time, a strange feeling of assurance came over me, such as I had never
before experienced. Something inside me seemed to say, “Why didn’t you reach
that decision a long time ago? The money was waiting for you all the time!’

“Things began to happen in a hurry. I called the newspapers and announced I
would preach a sermon the following morning, entitled, “What I would do if I had
a Million Dollars.’

“I went to work on the sermon immediately, but I must tell you, frankly, the task
was not difficult, because I had been preparing that sermon for almost two years.
The spirit back of it was a part of me!

“Long before midnight I had finished writing the sermon. I went to bed and slept
with a feeling of confidence, for I could see myself already in. possession of the
million dollars.

“Next morning I arose early, went into the bathroom, read the sermon, then knelt
on my knees and asked that my sermon might come to the attention of someone
who would supply the needed money.

“While I was praying I again had that feeling of assurance that the money would
be forthcoming. In my excitement, I walked out without my sermon, and did not
discover the oversight until I was in my pulpit and about ready to begin deliver-
ing it.



“It was too late to go back for my notes, and what a blessing that I couldn’t go
back! Instead, my own subconscious mind yielded the material I needed. When I
arose to begin my sermon, I closed my eyes, and spoke with all my heart and soul
of my dreams. I not only talked to my audience, but I fancy I talked also to God.
I told what I would do with a million dollars if that amount were placed in my
hands. I described the plan I had in mind for organizing a great educational in-
stitution, where young people would learn to do practical things, and at the same
time develop their minds.

“When I had finished and sat down, a man slowly arose from his seat, about three
rows from the rear, and made his way toward the pulpit. I wondered what he was
going to do. He came into the pulpit, extended his hand, and said, “Reverend, I
liked your sermon. I believe you can do everything you said you would, if you had
a million dollars. To prove that I believe in you and your sermon, if you will come
to my office tomorrow morning, I will give you the million dollars. My name is
Phillip D. Armour.”‘

Young Gunsaulus went to Mr. Armour’s office and the million dollars was pre-
sented to him. With the money, he founded the Armour Institute of Technology.

That is more money than the majority of preachers ever see in an entire lifetime,
yet the thought impulse back of the money was created m the young preacher’s
mind in a fraction of a minute. The necessary million dollars came as a result of
an idea. Back of the idea was a DESIRE which young Gunsaulus had been nursing
in his mind for almost two years.

Observe this important fact… HE GOT THE MONEY WITHIN THIRTY-SIX

There was nothing new or unique about young Gunsaulus’ vague thinking about
a million dollars, and weakly hoping for it. Others before him, and many since
his time, have had similar thoughts. But there was something very unique and
different about the decision he reached on that memorable Saturday, when he
put vagueness into the background, and definitely said, “I WILL get that money
within a week!”

God seems to throw Himself on the side of the man who knows exactly what he
wants, if he is determined to get JUST THAT! Moreover, the principle through
which Dr. Gunsaulus got his million dollars is still alive! It is available to you!
This universal law is as workable today as it was when the young preacher made
use of it so successfully. This book describes, step by step, the thirteen elements



of this great law, and suggests how they may be put to use. Observe that Asa Can-
dler and Dr. Frank Gunsaulus had one characteristic in common. Both knew the

If you are one of those who believe that hard work and honesty, alone, will bring
riches, perish the thought! It is not true!

Riches, when they come in huge quantities, are never the result of HARD work!
Riches come, if they come at all, in response to definite demands, based upon the
application of definite principles, and not by chance or luck. Generally speaking,
an idea is an impulse of thought that impels action, by an appeal to the imagina-
tion. All master salesmen know that ideas can be sold where merchandise cannot.
Ordinary salesmen do not know this-that is why they are “ordinary”.

A publisher of books, which sell for a nickel, made a discovery that should be
worth much to publishers generally. He learned that many people buy titles, and
not contents of books. By merely changing the name of one book that was not
moving, his sales on that book jumped upward more than a million copies. The
inside of the book was not changed in any way. He merely ripped off the cover
bearing the title that did not sell, and put on a new cover with a title that had
“box-office” value.

That, as simple as it may seem, was an IDEA! It was IMAGINATION.

There is no standard price on ideas. The creator of ideas makes his own price,
and, if he is smart, gets it. The moving picture industry created a whole flock of
millionaires. Most of them were men who couldn’t create ideas-BUT-they had
the imagination to recognize ideas when they saw them. The next flock of mil-
lionaires will grow out of the radio business, which is new and not overburdened
with men of keen imagination. The money will be made by those who discover or
create new and more meritorious radio programmes and have the imagination to
recognize merit, and to give the radio listeners a chance to profit by it.

The sponsor! That unfortunate victim who now pays the cost of all radio “en-
tertainment,” soon will become idea conscious, and demand something for his
money. The man who beats the sponsor to the draw, and supplies programmes
that render useful service, is the man who will become rich in this new industry.

Crooners and light chatter artists who now pollute the air with wisecracks and sil-
ly giggles, will go the way of all light timbers, and their places will be taken by real
artists who interpret carefully planned programmes which have been designed to
service the minds of men, as well as provide entertainment.



Here is a wide open field of opportunity screaming its protest at the way it is be-
ing butchered, because of lack of imagination, and begging for rescue at any price.
Above all, the thing that radio needs is new IDEAS!

If this new field of opportunity intrigues you, perhaps you might profit by the
suggestion that the successful radio programmes of the future will give more at-
tention to creating “buyer” audiences, and less attention to “listener” audiences.
Stated more plainly, the builder of radio programmes who succeeds in the future,
must find practical ways to convert “listeners” into “buyers.”

Moreover, the successful producer of radio programmes in the future must key
his features so that he can definitely show its effect upon the audience.

Sponsors are becoming a bit weary of buying glib selling talks, based upon state-
ments grabbed out of thin air. They want, and in the future will demand, indis-
putable proof that the Whoosit programme not only gives millions of people the
silliest giggle ever, but that the silly giggler can sell merchandise!

Another thing that might as well be understood by those who contemplate enter-
ing this new field of opportunity, radio advertising is going to be handled by an
entirely new group of advertising experts, separate and distinct from the old time
newspaper and magazine advertising agency men. The old timers in the advertis-
ing game cannot read the modern radio scripts, because they have been schooled
to SEE ideas. The new radio technique demands men who can interpret ideas
from a written manuscript in terms of SOUND! It cost the author a year of hard
labor, and many thousands of dollars to learn this.

Radio, right now, is about where the moving pictures were, when Mary Pickford
and her curls first appeared on the screen.

There is plenty of room in radio for those who can produce or recognize IDEAS.
If the foregoing comment on the opportunities of radio has not started your idea
factory to work, you had better forget it. Your opportunity is in some other field.
If the comment intrigued you in the slightest degree, then go further into it, and
you may find the one IDEA you need to round out your career.

Never let it discourage you if you have no experience in radio. Andrew Carnegie
knew very little about making steel-I have Carnegie’s own word for this-but he
made practical use of two of the principles described in this book, and made the
steel business yield him a fortune.



The story of practically every great fortune starts with the day when a creator
of ideas and a seller of ideas got together and worked in harmony. Carnegie sur-
rounded himself with men who could do all that he could not do. Men who cre-
ated ideas, and men who put ideas into operation, and made himself and the
others fabulously rich.

Millions of people go through life hoping for favorable “breaks.” Perhaps a favo-
rable break can get one an opportunity, but the safest plan is not to depend upon
luck. It was a favorable “break” that gave me the biggest opportunity of my life-
but-twenty-five years of determined effort had to be devoted to that opportunity
before it became an asset.

The “break” consisted of my good fortune in meeting and gaining the coopera-
tion of Andrew Carnegie. On that occasion Carnegie planted in my mind the idea
of organizing the principles of achievement into a philosophy of success. Thou-
sands of people have profited by the discoveries made in the twenty-five years of
research, and several fortunes have been accumulated through the application of
the philosophy. The beginning was simple. It was an IDEA which anyone might
have developed.

The favorable break came through Carnegie, but what about the DETERMINA-
DESIRE that survived disappointment, discouragement, temporary defeat, criti-
cism, and the constant reminding of “waste of time.” It was a BURNING DESIRE!

When the idea was first planted in my mind by Mr. Carnegie, it was coaxed,
nursed, and enticed to remain alive. Gradually, the idea became a giant under
its own power, and it coaxed, nursed, and drove me. Ideas are like that. First you
give life and action and guidance to ideas, then they take on power of their own
and sweep aside all opposition.

Ideas are intangible forces, but they have more power than the physical brains
that give birth to them. They have the power to live on, after the brain that cre-
ates them has returned to dust. For example, take the power of Christianity. That
began with a simple idea, born in the brain of Christ. Its chief tenet was, “do unto
others as you would have others do unto you.” Christ has gone back to the source
from whence He came, but His IDEA goes marching on.

Some day, it may grow up, and come into its own, then it will have fulfilled Christ’s
deepest DESIRE. The IDEA has been developing only two thousand years. Give
it time!






Chapter 7

Organized Planning: The Crystallization of Desire

into Action

The Sixth Step toward Riches

You have learned that everything man creates or acquires, begins in the form of
DESIRE, that 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 transi-
tion are created and organized.

In Chapter two, you were instructed to take six definite, practical steps, as your
first move in translating the desire for money into its monetary equivalent. One
of these steps is the formation of a DEFINITE, practical plan, or plans, through
which this transformation may be made. You will now be instructed how to build
plans which will be practical, viz:-

(a) Ally yourself with a group of as many people as you may need for the crea-
tion, and carrying out of your plan, or plans for the accumulation of money-mak-
ing use of the “Master Mind” principle described in a later chapter. (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 embers 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 ad-
equate 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 nec-
essary 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 abil-
ity 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

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 ma-
jority 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” ten thousand times before he perfected the incandes-
cent electric light bulb. That is-he met with temporary defeat ten thousand times,
before his efforts were crowned with success.

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 accumula-
tion 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 “tempo-
rary 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.

No man is ever whipped, until he QUITS-in his own mind. This fact will be re-
peated many times, because it is so easy to “take the count” at the first sign of

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 automo-
bile 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”.

FEAT.” 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.”


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 be-
fore 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


The remainder of this chapter 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 oc-

Intelligent planning is essential for success in any undertaking designed to accu-
mulate 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 two 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 differ-
ence in compensation is vast. The follower cannot reasonably expect the compen-
sation to which a leader is entitled, although many followers make the mistake of
expecting such pay.

It is no disgrace to be a follower. On the other hand, it is no credit to remain a fol-
lower. 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 advan-




The following are important factors of leadership :-

  1. UNWAVERING COURAGE based upon knowledge of self, and of one’s occupa-
    tion. 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 oth-
    ers. Self-control sets a mighty example for one’s followers, which the more intel-
    ligent will emulate.

  3. A KEEN SENSE OF JUSTICE. Without a sense of fairness and justice, no lead-
    er 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 lead-
    ership 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 suc-
    cessful 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 sym-
    pathy with his followers. Moreover, he must understand them and their prob-

  9. MASTERY OF DETAIL. Successful leadership calls for mastery of details of the
    leader’s position.

    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 lead-
    er. If one of his followers makes a mistake, and shows himself incompetent, the
    leader must consider that it is he who failed.



  1. COOPERATION. The successful leader must understand, and apply the prin-
    ciple of cooperative effort and be able to induce his followers to do the same.
    Leadership calls for POWER, and power calls for COOPERATION. There are two
    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 LEADER-
    SHIP 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 follow-
ers, 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

The relationship of employer and employee, or of leader and follower, in the fu-
ture, 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 leader ship by force. Their leadership passed. Without much dif-
ficulty, 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 will-

The new brand of LEADERSHIP will embrace the eleven factors of leadership,
described in this chapter, 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 world lacked LEADER-
SHIP 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 maybe your OPPORTUNITY!




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.

    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.

    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 ef-

  6. SELFISHNESS. The leader who claims all the honor for the work of his follow-
    ers, 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.



  1. 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.

  2. DISLOYALTY. Perhaps this should have come at the head of the list. The lead-
    er 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

    leads by encouraging, and not by trying to instill fear in the hearts of his fol-
    lowers. 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.

  4. 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 ostenta-

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.


Before leaving this chapter, 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.

First. In the field of politics there is a most insistent demand for new lead-
ers; 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.



Second. 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.

Third. 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 equa-
tions! 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 busi-
ness, industry, and labor remember this.

Fourth. The religious leader of the future will be forced to give more atten-
tion 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.

Fifth. In the professions of law, medicine, and education, a new brand of leader-
ship, 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.

Sixth. New leaders will be required in the field of Journalism. Newspapers of
the future, to be conducted successfully, must be divorced from “special privi-
lege” 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 pro-
moted, must be adapted to the changes. The media here described, are the ones
which, more than any others, determine the trend of civilization.


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.




Experience has proved that the following media offer the most direct and effec-
tive methods of bringing the buyer and seller of personal services together.

  1. EMPLOYMENT BUREAUS. Care must be taken to select only reputable bu-
    reaus, 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 to inject sufficient selling qualities to produce replies.

  3. PERSONAL LETTERS OF APPLICATION, directed to particular firms or in-
    dividuals 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 ap-
    plication and the brief of experience or qualifications should be prepared by an
    expert. (See instructions as to information to be supplied).

    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 in-stances, 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.


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 specializa-

  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 employ-
    ers. 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 pre-
    vious records, antecedents, etc., of prospective employees who seek positions of
    responsibility. Attach to your brief photostatic copies of letters from:

a. Former employers

b. Teachers under whom you studied

c. Prominent people whose judgement may be relied upon.

  1. Photograph of self. Attach to your brief a recent, unmounted photograph of

  2. Apply for a specific position. Avoid application for a position without describ-
    ing EXACTLY what particular position you seek. Never apply for “just a position.”
    That indicates you lack specialized qualifications.

  3. 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 posi-
    tion you seek. This is THE APPLICATION. It will determine, more than anything
    else, what consideration you receive.

  4. Offer to go to work on probation. In the majority of instances if you are de-
    termined 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.

  1. Knowledge of your prospective employer’s business. Before applying for a po-
    sition, do sufficient research in connection with the business to familiarize your-
    self 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 im-agination, 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 inter-
ested 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

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:




Robert K. Smith

Private Secretary to

The President of


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 pa-
per 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 im-
pressions 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 hav-
ing, 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.


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, till-
ing the soil, manufacturing, marketing, and the professions.



First. Decide EXACTLY what kind of a job you want. If the job doesn’t already
exist, perhaps you can create it.

Second. Choose the company, or individual for whom you wish to work.

Third. Study your prospective employer, as to policies, personnel, and chances
of advancement.

Fourth. By analysis of yourself, your talents and capabilities, figure WHAT YOU
CAN OFFER, and plan ways and means of giving advantages, services, develop-
ments, ideas that you believe you can successfully deliver.

Fifth. 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.

Sixth. Once you have your plan in mind, arrange with an experienced writer to
put it on paper in neat form, and in full detail.

Seventh. 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 “con-nections.” Every company has room for the man 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 dif-
ference 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” halfway up the ladder, does so by deliberate
and careful planning, (excepting, of course, the Boss’ son).


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 domi-
nating 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 THIRD

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 indi-
vidual 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
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 remem-
ber 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 argu-
ment to passengers. Many of the street car tracks have been removed and passen-
gers ride on a bus, whose driver is “the last word in politeness.”

All over the country street car tracks are rusting from abandonment, or have been
taken up. Where-ever 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 him 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 rail-
road offices and on street cars, but in other walks of life as well. The “public-be-



damned” policy is now passe. 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 gro-
cery 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 OLD-TIME
and “Service” are the watch-words of merchandising today, and apply to the per-
son 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 em-
ployee 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 accumu-
lating 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 BUSI-

“The wages of sin is death!” Many have read this in the Bible, but few have dis-
covered its meaning. Now, and for several years, the entire world has been listen-
ing BY FORCE, to a sermon which might well be called “WHATSOEVER A MAN

Nothing as widespread and effective as the depression could possibly be “just a
coincidence.” Behind the depression was a CAUSE. Nothing ever happens with-
out 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 qual-
ity and quantity. Nearly everyone was engaged in the pastime of trying to GET

These illustrations are brought to the attention of those who have personal serv-
ices 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 deter-
mines their economic status.


The causes of success in marketing services EFFECTIVELY and permanently,
have been clearly described. Unless those causes are studied, analyzed, under-
stood 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, de-
termine 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 coop-
eration, 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 de-
    tail, 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 ren-dered 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, harmo-
    nious conduct which will induce cooperation from associates and fellow employ-

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 de-
scription of the factors which lead to success in the marketing of personal serv-
ices. He emphasized again, and again, the necessity for HARMONIOUS CON-
DUCT. 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 con-
form, 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 personal-
ity 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 serv-
ice one renders. Nothing, however, can be SUCCESSFULLY SUBSTITUTED FOR




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 market-
ing commodities.

The new way of marketing services has practically forced both employer and. em-
ployee 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 in-
come you can produce (by marketing your services). A fair estimate of the capital
value of your services maybe 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 capi-
tal 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 worth-
less as a sand dune, until it has been mixed with efficient “brains.”



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 thir-
teen major principles through which people accumulate fortunes. In this chapter,
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

    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 maybe 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 col-
    lege 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 effec-
    tively 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 condi-
tions, 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 step-
ping in front of a mirror.

  1. 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.


“As the twig is bent, so shall the tree grow.” Most people who have criminal ten-
dencies acquire them as the result of bad environment, and improper associates
during childhood.

  1. 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 some-
    thing 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.

  2. 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 de-
    feat. There is no substitute for PERSISTENCE. The person who makes PERSIST-
    ENCE his watch-word, discovers that “Old Man Failure” finally becomes tired,
    and makes his departure. Failure cannot cope with PERSISTENCE.

  3. NEGATIVE PERSONALITY. There is no hope of success for the person who
    repels people through a negative personality. Success comes through the applica-
    tion of POWER, and power is attained through the cooperative efforts of other
    people. A negative personality will not induce cooperation.

  4. 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 power-



ful of the emotions, it must be controlled, through transmutation, and converted
into other channels.

    bling 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.

  2. 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. Indeci-
    sion 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.

  3. ONE OR MORE OF THE SIX BASIC FEARS. These fears have been analyzed
    for you in a later chapter. They must be mastered before you can market your
    services effectively.

    cause of failure. The relationship of marriage brings people intimately into con-
    tact. 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.

  5. 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 un-
    der-caution. Both are extremes to be guarded against. Life itself is filled with the
    element of chance.

    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 emu-lating.

  7. 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.

  8. 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 per-
    sonal services is that of selecting an occupation into which you can throw yourself



  1. 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.

  2. 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 bargain-
    ing for the sale of personal services. Without money, one must take what one is
    offered, and be glad to get it.

  3. 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.

  4. 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 po-
    litical differences of opinion.

  5. 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.

  6. INABILITY TO COOPERATE WITH OTHERS. More people lose their posi-
    tions 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.

    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 gradu-
    ally, is often fatal to success. QUICK RICHES are more dangerous than poverty.

  8. INTENTIONAL DISHONESTY. There is no substitute for honesty. One may
    be temporarily dishonest by force of circumstances over which one has no con-
    trol, without permanent damage. But, there is NO HOPE for the person who is
    dishonest by choice. Sooner or later, his deeds will catch up with him, and he will
    pay by loss of reputation, and perhaps even loss of liberty.

  9. EGOTISM AND VANITY. These qualities serve as red lights which warn oth-
    ers to keep away. THEY ARE FATAL TO SUCCESS.



  1. 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.

  2. 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

  3. Under this, name any particular cause of failure from which you have
    suffered that has not been included in the foregoing list.

In these thirty 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.

The oldest of admonitions is “Man, know thyself!” If you market merchandise
successfully, you must know the merchandise. The same is true in marketing per-
sonal 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 re-
plied 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

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



It is one thing to WANT money-everyone wants more-but it is something entire-
ly 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.



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.


  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

  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?



  1. Have I improved my PERSONALITY, and if so, in what ways?

  2. Have I been PERSISTENT in following my plans through to completion?

  3. Have I reached DECISIONS PROMPTLY AND DEFINITELY on all occa-

  4. Have I permitted any one or more of the six basic fears to decrease my effi-

  5. Have I been either “over-cautious,” or “under-cautious?”

  6. 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?

  7. Have I dissipated any of my energy through lack of CONCENTRATION of ef-

  8. Have I been open minded and tolerant in connection with all subjects?

  9. In what way have I improved my ability to render service?

  10. Have I been intemperate in any of my habits?

  11. Have I expressed, either openly or secretly, any form of EGOTISM?

  12. Has my conduct toward my associates been such that it has induced them to
    RESPECT me?

  13. Have my opinions and DECISIONS been based upon guesswork, or accuracy
    of analysis and THOUGHT?

  14. Have I followed the habit of budgeting my time, my expenses, and my income,
    and have I been conservative in these budgets?

  15. How much time have I devoted to UNPROFITABLE effort which I might have
    used to better advantage?

  16. How may I RE-BUDGET my time, and change my habits so I will be more ef-
    ficient during the coming year?



  1. Have I been guilty of any conduct which was not approved by my con-

  2. In what ways have I rendered MORE SERVICE AND BETTER SERVICE than
    I was paid to render?

  3. Have I been unfair to anyone, and if so, in what way?

  4. If I had been the purchaser of my own services for the year, would I be satis-
    fied with my purchase?

  5. Am I in the right vocation, and if not, why not?

  6. Has the purchaser of my services been satisfied with the service I have ren-
    dered, and if not, why not?

  7. 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 chapter, you
are now ready to create a practical plan for marketing your personal services. In
this chapter will be found an adequate description of every principle essential in
planning the sale of personal services, including the major attributes of leader-
ship; 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 person-
al 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 chapter 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 price-
less 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 sound -ness of the statement.


Now that we have analyzed the principles by which riches may be accumulat-
ed, 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 cur-
tailed freedom in other countries.

Here we have freedom of thought, freedom in the choice and enjoyment of educa-
tion, 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
PARED 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 ad-
vantage 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 (mean-
ing, the family of average income) and sum up the benefits available to every
member of the family, in this land of OPPORTUNITY and plenty!

a. FOOD. Next to freedom of thought and deed comes FOOD, CLOTHING, and
SHELTER, the three 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.
A family of two, living in the heart of Times Square district of New York City, far
removed from the source of production of foods, took careful inventory of the cost
of a simple breakfast, with this astonishing result:

Articles of food;

Cost at the breakfast table:

Grape Fruit Juice, (From Florida) 02

Rippled Wheat Breakfast food (Kansas Farm). … 02

Tea (From China) 02

Bananas (From South America) 02V2

Toasted Bread (From Kansas Farm) 01

Fresh Country Eggs (From Utah) 07

Sugar (From Cuba, or Utah) 00V2

Butter and Cream (From New England) 03

Grand total … .20

It is not very difficult to obtain FOOD in a country where two people can have
breakfast consisting of all they want or need for a dime apiece! 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.

The cost included all federal, state and city taxes! (Here is a fact the politicians did
not mention when they were crying out to the voters to throw their opponents out
of office because the people were being taxed to death).

b. SHELTER. This family lives in a comfortable apartment, heated by steam,
lighted with electricity, with gas for cooking, all for $65.00 a month. In a smaller
city, or a more sparsely settled part of New York city, the same apartment could
be had for as low as $20.00 a month.

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 &nd 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, twenty four hours a day, if they want it, without cost, by
merely turning the dial of their radio. There are other conveniences in this apart-
ment, 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

c. CLOTHING. Anywhere in the United States, the woman of average clothing
requirements can dress very comfortably and neatly for less than $200.00 a year,
and the average man can dress for the same, or less.

Only the three basic necessities of food, clothing, and shelter have been men-
tioned. The average American citizen has other privileges and advantages availa-
ble 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 coun-
try 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.


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 analy-
sis 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 “SOME-
THING” which gives to every citizen of America more blessings, more opportuni-
ties 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, be-
cause 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 main-
tenance. 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 sci-
entists, educators, chemists, inventors, business analysts, publicity men, trans-
portation 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 sup-
port colleges, hospitals, public schools, build good roads, publish newspapers,
pay most of the cost of government, and take care of the multitudinous detail es-
sential 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 con-

Money, without brains, always is dangerous. Properly used, it is the most impor-
tant essential of civilization. The simple breakfast here described could not have
been delivered to the New York family at a dime each, or at any other price, if or-
ganized 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 try-
ing 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

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 con-
front 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 two 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 pos-
sible 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, trans-
portation 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 mil-
lions of dollars for equipment, machinery, boxing, marketing, and for the wages
of millions of men and women.

Steam ships and railroads do not spring up from the earth and function auto-
matically. They come in response to the call of civilization, through the labor and
ingenuity and organizing ability of men who have IMAGINATION, FAITH, EN-
THUSIASM, DECISION, PERSISTENCE! These men are known as capitalists.
They are motivated by the desire to build, construct, achieve, render useful serv-
ice, earn profits and accumulate riches. And, because they RENDER SERVICE
selves in the way of great riches.

Just to keep the record simple and understandable, I will add that these capi-
talists 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 sys-
tem 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.

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 de-
pendable philosophy through which individuals may accumulate riches in what-
ever 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

The practice became so general that we witnessed during the business depres-
sion, 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 individu-
als 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

Millions of men and women throughout the nation are still engaged in this popu-
lar 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
AM. to deliver Government relief checks. They DEMANDED that the time of de-
livery 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
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

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.
KEEPING, in which it keeps an accurate account of the transactions of every hu-
man 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 respect-
ing 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.

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 two hundred 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 fifty million dollars a year for GREETING CARDS, with which to ex-
press 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
“non-chalance” and “quiet nerves.” By all means give plenty of consideration to
a country whose people spend annually more than fifteen million dollars for the
privilege of seeing moving pictures, and toss in a few additional millions for liq-
uor, 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 safe-
ty 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 MIL-
LIONS 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 FREE-DOM 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 accu-
mulate 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 la-

So-there you are!

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

The “System” denies no one this right, but it does not, and cannot promise SOME-
THING FOR NOTHING, because the system, itself, is irrevocably controlled by
the LAW OF ECONOMICS which neither recognizes nor tolerates for long, GET-

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, includ-
ing the privilege of ignoring the LAW OF ECONOMICS.

What happens then?

Well, nothing happens until large numbers of men join forces for the avowed pur-
pose of ignoring the law, and taking what they want by force.


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 hah be fortunate enough not to
demand personal knowledge of so gruesome a reality. Doubtless we shall prefer
to continue with our


The practice, by Government officials of extending to men and women the privi-
lege of raiding the public treasury in return for votes, sometimes results in elec-
tion, but as night follows day, the final payoff comes; when every penny wrong-
fully 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 six 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 busi-
nesses, 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 six 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 twenty-five years of careful analysis of the methods of both the most suc-
cessful and the most unsuccessful men America has known.



Chapter 8

Decision: The Mastery of Procrastination

The Seventh Step toward Riches

ACCURATE analysis of over 25,000 men and women who had experienced fail-
ure, disclosed the fact that LACK OF DECISION was near the head of the list
of the 30 major causes of FAILURE. This is no mere statement of a theory-it
is a fact. PROCRASTINATION, the opposite of DECISION, is a common enemy
which practically every man must conquer.

You will have an opportunity to test your capacity to reach quick and definite
DECISIONS when you finish reading this book, and are ready to begin putting
into ACTION the principles which it describes.

Analysis of several hundred people who had accumulated fortunes well beyond
the million dollar mark, disclosed the fact that every one of them had the habit of
REACHING DECISIONS PROMPTLY, and of changing these decisions SLOWLY,
if, and when they were changed. People who fail to accumulate money, without
exception, have the habit of reaching decisions, IF AT ALL, very slowly, and of
changing these decisions quickly and often.

One of Henry Ford’s most outstanding qualities is his habit of reaching decisions
quickly and definitely, and changing them slowly. This quality is so pronounced
in Mr. Ford, that it has given him the reputation of being obstinate. It was this
quality which prompted Mr. Ford to continue to manufacture his famous Model
“T” (the world’s ugliest car), when all of his advisors, and many of the purchasers
of the car, were urging him to change it.

Perhaps, Mr. Ford delayed too long in making the change, but the other side of
the story is, that Mr. Ford’s firmness of decision yielded a huge fortune, before the
change in model became necessary. There is but little doubt that Mr. Ford’s habit
of definiteness of decision assumes the proportion of obstinacy, but this quality is
preferable to slowness in reaching decisions and quickness in changing them.

The majority of people who fail to accumulate money sufficient for their needs,
are, generally, easily influenced by the “opinions” of others. They permit the news-
papers and the “gossiping” neighbors to do their “thinking” for them. “Opinions
are the cheapest commodities on earth. Everyone has a flock of opinions ready to



be wished upon anyone who will accept them. If you are influenced by “opinions”
when you reach DECISIONS, you will not succeed in any undertaking, much less
in that of transmuting YOUR OWN DESIRE into money.

If you are influenced by the opinions of others, you will have no DESIRE of your
own. Keep your own counsel, when you begin to put into practice the principles
described here, by reaching your own decisions and following them. Take no one
into your confidence, EXCEPT the members of your “Master Mind” group, and be
very sure in your selection of this group, that you choose ONLY those who will be

Close friends and relatives, while not meaning to do so, often handicap one
through “opinions” and sometimes through ridicule, which is meant to be hu-
morous. Thousands of men and women carry inferiority complexes with them
all through life, because some well-meaning, but ignorant person destroyed their
confidence through “opinions” or ridicule.

You have a brain and mind of your own. USE IT, and reach your own decisions. If
you need facts or information from other people, to enable you to reach decisions,
as you probably will in many instances; acquire these facts or secure the informa-
tion you need quietly, without disclosing your purpose.

It is characteristic of people who have but a smattering or a veneer of knowledge
to try to give the impression that they have much knowledge. Such people gener-
ally do TOO MUCH talking, and TOO LITTLE listening. Keep your eyes and ears
wide open-and your mouth CLOSED, if you wish to acquire the habit of prompt
DECISION. Those who talk too much do little else. If you talk more than you
listen, you not only deprive yourself of many opportunities to accumulate useful
knowledge, but you also disclose your PLANS and PURPOSES to people who will
take great delight in defeating you, because they envy you.

Remember, also, that every time you open your mouth in the presence of a per-
son who has an abundance of knowledge, you display to that person, your exact
stock of knowledge, or your LACK of it! Genuine wisdom is usually conspicuous
through modesty and silence.

Keep in mind the fact that every person with whom you associate is, like yourself,
seeking the opportunity to accumulate money. If you talk about your plans too
freely, you may be surprised when you learn that some other person has beaten
you to your goal by PUTTING INTO ACTION AHEAD OF YOU, the plans of which
you talked unwisely.



Let one of your first decisions be to KEEP A CLOSED MOUTH AND OPEN EARS
AND EYES. As a reminder to yourself to follow this advice, it will be helpful if
you copy the following epigram in large letters and place it where you will see it



This is the equivalent of saying that “deeds, and not words, are what count


The value of decisions depends upon the courage required to render them. The
great decisions, which served as the foundation of civilization, were reached by
assuming great risks, which often meant the possibility of death.

Lincoln’s decision to issue his famous Proclamation of Emancipation, which gave
freedom to the colored people of America, was rendered with full understand-
ing that his act would turn thousands of friends and political supporters against
him. He knew, too, that the carrying out of that proclamation would mean death
to thousands of men on the battlefield. In the end, it cost Lincoln his life. That
required courage.

Socrates’ decision to drink the cup of poison, rather than compromise in his per-
sonal belief, was a decision of courage. It turned Time ahead a thousand years,
and gave to people then unborn, the right to freedom of thought and of speech.

The decision of Gen. Robert E. Lee, when he came to the parting of the way with
the Union, and took up the cause of the South, was a decision of courage, for he
well knew that it might cost him his own life, that it would surely cost the lives of

But, the greatest decision of all time, as far as any American citizen is concerned,
was reached in Philadelphia, July 4, 1776, when fifty-six men signed their names
to a document, which they well knew would bring freedom to all Americans, or
leave every one of the fifty-six hanging from a gallows!

You have heard of this famous document, but you may not have drawn from it the
great lesson in personal achievement it so plainly taught.



We all remember the date of this momentous decision, but few of us realize what
courage that decision required. We remember our history, as it was taught; we
remember dates, and the names of the men who fought; we remember Valley
Forge, and Yorktown; we remember George Washington, and Lord Cornwallis.
But we know little of the real forces back of these names, dates, and places. We
know still less of that intangible POWER, which insured us freedom long before
Washington’s armies reached Yorktown.

We read the history of the Revolution, and falsely imagine that George Washing-
ton was the Father of our Country, that it was he who won our freedom, while the
truth is-Washington was only an accessory after the fact, because victory for his
armies had been insured long before Lord Cornwallis surrendered. This is not
intended to rob Washington of any of the glory he so richly merited.

Its purpose, rather, is to give greater attention to the astounding POWER that was
the real cause of his victory. It is nothing short of tragedy that the writers of his-
tory have missed, entirely, even the slightest reference to the irresistible POWER,
which gave birth and freedom to the nation destined to set up new standards of
independence for all the peoples of the earth. I say it is a tragedy, because it is the
self-same POWER which must be used by every individual who surmounts the
difficulties of Life, and forces Life to pay the price asked.

Let us briefly review the events which gave birth to this POWER. The story begins
with an incident in Boston, March 5, 1770. British soldiers were patroling the
streets, by their presence, openly threatening the citizens. The colonists resent-
ed armed men marching in their midst. They began to express their resentment
openly, hurling stones as well as epithets, at the marching soldiers, until the com-
manding officer gave orders, “Fix bayonets Charge!”

The battle was on. It resulted in the death and injury of many. The incident
aroused such resentment that the Provincial Assembly, (made up of prominent
colonists), called a meeting for the purpose of taking definite action. Two of the
members of that Assembly were, John Hancock, and Samuel Adams-LONG LIVE
THEIR NAMES! They spoke up courageously, and declared that a move must be
made to eject all British soldiers from Boston.

Remember this-a DECISION, in the minds of two men, might properly be called
the beginning of the freedom which we, of the United States now enjoy. Remem-
ber, too, that the DECISION of these two men called for FAITH, and COURAGE,
because it was dangerous.



Before the Assembly adjourned, Samuel Adams was appointed to call on the Gov-
ernor of the Province, Hutchinson, and demand the withdrawal of the British
troops. The request was granted, the troops were removed from Boston, but the
incident was not closed. It had caused a situation destined to change the entire
trend of civilization. Strange, is it not, how the great changes, such as the Ameri-
can Revolution, and the World War, often have their beginnings in circumstances
which seem unimportant? It is interesting, also, to observe that these important
changes usually begin in the form of a DEFINITE DECISION in the minds of a
relatively small number of people. Few of us know the history of our country well
enough to realize that John Hancock, Samuel Adams, and Richard Henry Lee (of
the Province of Virginia) were the real Fathers of our Country.

Richard Henry Lee became an important factor in this story by reason of the fact
that he and Samuel Adams communicated frequently (by correspondence), shar-
ing freely their fears and their hopes concerning the welfare of the people of their
Provinces. From this practice, Adams conceived the idea that a mutual exchange
of letters between the thirteen Colonies might help to bring about the coordina-
tion of effort so badly needed in connection with the solution of their problems.
Two years after the clash with the soldiers in Boston (March “72), Adams pre-
sented this idea to the Assembly, in the form of a motion that a Correspondence
Committee be established among the Colonies, with definitely appointed corre-
spondents in each Colony, “for the purpose of friendly cooperation for the better-
ment of the Colonies of British America.”

Mark well this incident! It was the beginning of the organization of the far-flung
POWER destined to give freedom to you, and to me. The Master Mind had already
been organized. It consisted of Adams, Lee, and Hancock. “I tell you further, that
if two of you agree upon the earth concerning anything for which you ask, it will
come to you from My Father, who is in Heaven.”

The Committee of Correspondence was organized. Observe that this move pro-
vided the way for increasing the power of the Master Mind by adding to it men
from all the Colonies. Take notice that this procedure constituted the first OR-
GANIZED PLANNING of the disgruntled Colonists.

In union there is strength! The citizens of the Colonies had been waging disorgan-
ized warfare against the British soldiers, through incidents similar to the Boston
riot, but nothing of benefit had been accomplished. Their individual grievances
had not been consolidated under one Master Mind. No group of individuals had
put their hearts, minds, souls, and bodies together in one definite DECISION to
settle their difficulty with the British once and for all, until Adams, Hancock, and
Lee got together.



Meanwhile, the British were not idle. They, too, were doing some PLANNING
and “Master-Minding” on their own account, with the advantage of having back
of them money, and organized soldiery. The Crown appointed Gage to supplant
Hutchinson as the Governor of Massachusetts. One of the new Governor’s first
acts was to send a messenger to call on Samuel Adams, for the purpose of endeav-
oring to stop his opposition-by FEAR.

We can best understand the spirit of what happened by quoting the conversation
between Col. Fenton, (the messenger sent by Gage), and Adams.

Col. Fenton: “I have been authorized by Governor Gage, to assure you, Mr. Ad-
ams, that the Governor has been empowered to confer upon you such benefits
as would be satisfactory, [endeavor to win Adams by promise of bribes], upon
the condition that you engage to cease in your opposition to the measures of the
government. It is the Governor’s advice to you, Sir, not to incur the further dis-
pleasure of his majesty. Your conduct has been such as makes you liable to penal-
ties of an Mt of Henry VIII, by which persons can be sent to England for trial for
treason, or misprision of treason, at the discretion of a governor of a province.
But, BY CHANGING YOUR POLITICAL COURSE, you will not only receive great
personal advantages, but you will make your peace with the King.”

Samuel Adams had the choice of two DECISIONS. He could cease his opposition,
and receive personal bribes, or he could CONTINUE, AND RUN THE RISK OF

Clearly, the time had come when Adams was forced to reach instantly, a DECI-
SION which could have cost his life. The majority of men would have found it
difficult to reach such a decision. The majority would have sent back an evasive
reply, but not Adams! He insisted upon Col. Fenton’s word of honor, that the
Colonel would deliver to the Governor the answer exactly as Adams would give it
to him. Adams’ answer, “Then you may tell Governor Gage that I trust I have long
since made my peace with the King of Kings. No personal consideration shall in-
duce me to abandon the righteous cause of my Country. And, TELL GOVERNOR
feelings of an exasperated people.”

Comment as to the character of this man seems unnecessary. It must be obvious
to all who read this astounding message that its sender possessed loyalty of the
highest order. This is important. (Racketeers and dishonest politicians have pros-
tituted the honor for which such men as Adams died).



When Governor Gage received Adams’ caustic reply, he flew into a rage, and is-
sued a proclamation which read, “I do, hereby, in his majesty’s name, offer and
promise his most gracious pardon to all persons who shall forthwith lay down
their arms, and return to the duties of peaceable subjects, excepting only from
the benefit of such pardon, SAMUEL ADAMS AND JOHN HANCOCK, whose of-
fences are of too flagitious a nature to admit of any other consideration but that
of condign punishment.”

As one might say, in modern slang, Adams and Hancock were “on the spot!” The
threat of the irate Governor forced the two men to reach another DECISION,
equally as dangerous. They hurriedly called a secret meeting of their staunchest
followers. (Here the Master Mind began to take on momentum). After the meet-
ing had been called to order, Adams locked the door, placed the key in his pocket,
and informed all present that it was imperative that a Congress of the Colonists

Great excitement followed. Some weighed the possible consequences of such
radicalism. (Old Man Fear). Some expressed grave doubt as to the wisdom of so
definite a decision in defiance of the Crown. Locked in that room were TWO MEN
immune to Fear, blind to the possibility of Failure. Hancock and Adams. Through
the influence of their minds, the others were induced to agree that, through the
Correspondence Committee, arrangements should be made for a meeting of the
First Continental Congress, to be held in Philadelphia, September 5, 1774. Re-
member this date. It is more important than July 4, 1776. If there had been no
DECISION to hold a Continental Congress, there could have been no signing of
the Declaration of Independence.

Before the first meeting of the new Congress, another leader, in a different sec-
tion of the country was deep in the throes of publishing a “Summary View of the
Rights of British America.” He was Thomas Jefferson, of the Province of Virginia,
whose relationship to Lord Dunmore, (representative of the Crown in Virginia),
was as strained as that of Hancock and Adams with their Governor.

Shortly after his famous Summary of Rights was published, Jefferson was in-
formed that he was subject to prosecution for high treason against his majesty’s
government. Inspired by the threat, one of Jefferson’s colleagues, Patrick Henry,
boldly spoke his mind, concluding his remarks with a sentence which shall re-
main forever a classic, “If this be treason, then make the most of it.”

It was such men as these who, without power, without authority, without military
strength, without money, sat in solemn consideration of the destiny of the colo-



nies, beginning at the opening of the First Continental Congress, and continuing
at intervals for two years-until on June 7, 1776, Richard Henry Lee arose, ad-
dressed the Chair, and to the startled Assembly made this motion:

“Gentlemen, I make the motion that these United Colonies are, and of right ought
to be free and independent states, that they be absolved from all allegiance to the
British Crown, and that all political connection between them and the state of
Great Britain is, and ought to be totally dissolved.”

Lee’s astounding motion was discussed fervently, and at such length that he be-
gan to lose patience. Finally, after days of argument, he again took the floor, and
declared, in a clear, firm voice, “Mr. President, we have discussed this issue for
days. It is the only course for us to follow. Why, then Sir, do we longer delay? Why
still deliberate? Let this happy day give birth to an American Republic. Let her
arise, not to devastate and to conquer, but to reestablish the reign of peace, and
of law. The eyes of Europe are fixed upon us. She demands of us a living example
of freedom, that may exhibit a contrast, in the felicity of the citizen, to the ever
increasing tyranny.”

Before his motion was finally voted upon, Lee was called back to Virginia, because
of serious family illness, but before leaving, he placed his cause in the hands of his
friend, Thomas Jefferson, who promised to fight until favorable action was taken.
Shortly thereafter the President of the Congress (Hancock), appointed Jefferson
as Chairman of a Committee to draw up a Declaration of Independence.

Long and hard the Committee labored, on a document which would mean, when
accepted by the Congress, that EVERY MAN WHO SIGNED IT, WOULD BE
SIGNING HIS OWN DEATH WARRANT, should the Colonies lose in the fight
with Great Britain, which was sure to follow.

The document was drawn, and on June 28, the original draft was read before the
Congress. For several days it was discussed, altered, and made ready. On July 4,
1776, Thomas Jefferson stood before the Assembly, and fearlessly read the most
momentus DECISION ever placed upon paper.

“When in the course of human events it is necessary for one people to dissolve
the political bands which have connected them with another, and to assume,
among the powers of the earth, the separate and equal station to which the laws
of Nature, and of Nature’s God entitle them, a decent respect to the opinions of
mankind requires that they should declare the causes which impel them to the
separation. . .



When Jefferson finished, the document was voted upon, accepted, and signed by
the fifty-six men, every one staking his own life upon his DECISION to write his
name. By that DECISION came into existence a nation destined to bring to man-
kind forever, the privilege of making DECISIONS.

By decisions made in a similar spirit of Faith, and only by such decisions, can men
solve their personal problems, and win for themselves high estates of material
and spiritual wealth. Let us not forget this!

Analyze the events which led to the Declaration of Independence, and be con-
vinced that this nation, which now holds a position of commanding respect and
power among all nations of the world, was born of a DECISION created by a
Master Mind, consisting of fifty-six men. Note well, the fact that it was their DE-
CISION which insured the success of Washington’s armies, because the spirit of
that decision was in the heart of every soldier who fought with him, and served as
a spiritual power which recognizes no such thing as FAILURE.

Note, also, (with great personal benefit), that the POWER which gave this nation
its freedom, is the self-same power that must be used by every individual who
becomes self-determining.

This POWER is made up of the principles described in this book. It will not be
difficult to detect, in the story of the Declaration of Independence, at least six of

Throughout this philosophy will be found the suggestion that thought, backed by
strong DESIRE, has a tendency to transmute itself into its physical equivalent.
Before passing on, I wish to leave with you the suggestion that one may find in
this story, and in the story of the organization of the United States Steel Corpora-
tion, a perfect description of the method by which thought makes this astounding

In your search for the secret of the method, do not look for a miracle, because you
will not find it. You will find only the eternal laws of Nature. These laws are avail-
able to every person who has the FAITH and the COURAGE to use them. They
may be used to bring freedom to a nation, or to accumulate riches. There is no
charge save the time necessary to understand and appropriate them. Those who
reach DECISIONS promptly and definitely, know what they want, and generally
get it. The leaders in every walk of life DECIDE quickly, and firmly. That is the
major reason why they are leaders. The world has the habit of making room for
the man whose words and actions show that he knows where he is going.



INDECISION is a habit which usually begins in youth. The habit takes on perma-
nency as the youth goes through graded school, high school, and even through
college, without DEFINITENESS OF PURPOSE. The major weakness of all edu-
cational systems is that they neither teach nor encourage the habit of DEFINITE

It would be beneficial if no college would permit the enrollment of any student,
unless and until the student declared his major purpose in matriculating. It would
be of still greater benefit, if every student who enters the graded schools were
compelled to accept training in the HABIT OF DECISION, and forced to pass a
satisfactory examination on this subject before being permitted to advance in the

The habit of INDECISION acquired because of the deficiencies of our school sys-
tems, goes with the student into the occupation he chooses … IF .. in fact, he
chooses his occupation. Generally, the youth just out of school seeks any job that
can be found. He takes the first place he finds, because he has fallen into the habit
of INDECISION. Ninety-eight out of every hundred people working for wages
today, are in the positions they hold, because they lacked the DEFINITENESS
OF DECISION to PLAN A DEFINITE POSITION, and the knowledge of how to
choose an employer.

DEFINITENESS OF DECISION always requires courage, sometimes very great
courage. The fifty-six men who signed the Declaration of Independence staked
their lives on the DECISION to affix their signatures to that document. The per-
son who reaches a DEFINITE DECISION to procure the particular job, and make
life pay the price he asks, does not stake his life on that decision; he stakes his
ECONOMIC FREEDOM. Financial independence, riches, desirable business and
professional positions are not within reach of the person who neglects or refuses
to EXPECT, PLAN, and DEMAND these things. The person who desires riches in
the same spirit that Samuel Adams desired freedom for the Colonies, is sure to
accumulate wealth.

In the chapter on Organized Planning, you will find complete instructions for
marketing every type of personal services. You will find also detailed informa-
tion on how to choose the employer you prefer, and the particular job you desire.
These instructions will be of no value to you UNLESS YOU DEFINITELY DE-
CIDE to organize them into a plan of action.



Chapter 9

Persistence: The Sustained Effort Necessary to Induce


The Eighth Step toward Riches

PERSISTENCE is an essential factor in the procedure of transmuting DESIRE
into its monetary equivalent. The basis of persistence is the POWER OF WILL.

Will-power and desire, when properly combined, make an irresistible pair. Men
who accumulate great fortunes are generally known as cold-blooded, and some-
times ruthless. Often they are misunderstood. What they have is will-power,
which they mix with persistence, and place back of their desires to insure the at-
tainment of their objectives.

Henry Ford has been generally misunderstood to be ruthless and cold-blooded.
This misconception grew out of Ford’s habit of following through in all of his
plans with PERSISTENCE.

The majority of people are ready to throw their aims and purposes overboard,
and give up at the first sign of opposition or misfortune. A few carry on DESPITE
all opposition, until they attain their goal. These few are the Fords, Carnegies,
Rockefellers, and Edisons.

There may be no heroic connotation to the word “persistence,” but the quality is
to the character of man what carbon is to steel. The building of a fortune, gen-
erally, involves the application of the entire thirteen factors of this philosophy.
These principles must be understood, they must be applied with PERSISTENCE
by all who accumulate money.

If you are following this book with the intention of applying the knowledge it con-
veys, your first test as to your PERSISTENCE will come when you begin to follow
the six steps described in the second chapter. Unless you are one of the two out of
every hundred who already have a DEFINITE GOAL at which you are aiming, and
a DEFINITE PLAN for its attainment, you may read the instructions, and then
pass on with your daily routine, and never comply with those instructions.



The author is checking you up at this point, because lack of persistence is one of
the major causes of failure. Moreover, experience with thousands of people has
proved that lack of persistence is a weakness common to the majority of men. It is
a weakness which maybe overcome by effort. The ease with which lack of persist-
ence maybe conquered will depend entirely upon the


The starting point of all achievement is DESIRE. Keep this constantly in mind.
Weak desires bring weak results, just as a small amount of fire makes a small
amount of heat. If you find yourself lacking in persistence, this weakness maybe
remedied by building a stronger fire under your desires.

Continue to read through to the end, then go back to Chapter two, and start im-
mediately to carry out the instructions given in connection with the six steps.
The eagerness with which you follow these instructions will indicate clearly, how
much, or how little you really DESIRE to accumulate money. If you find that you
are indifferent, you may be sure that you have not yet acquired the “money con-
sciousness” which you must possess, before you can be sure of accumulating a

Fortunes gravitate to men whose minds have been prepared to “attract” them,
just as surely as water gravitates to the ocean. In this book may be found all the
stimuli necessary to “attune” any normal mind to the vibrations which will attract
the object of one’s desires.

If you find you are weak in PERSISTENCE, center your attention upon the in-
structions contained in the chapter on “Power”; surround yourself with a “MAS-
TER MIND” group, and through the cooperative efforts of the members of this
group, you can develop persistence. You will find additional instructions for the
development of persistence in the chapters on auto-suggestion, and the subcon-
scious mind. Follow the instructions outlined in these chapters until your habit
nature hands over to your subconscious mind, a clear picture of the object of your
DESIRE. From that point on, you will not be handicapped by lack of persistence.

Your subconscious mind works continuously, while you are awake, and while you
are asleep. Spasmodic, or occasional effort to apply the rules will be of no value
to you. To get RESULTS, you must apply all of the rules until their application
becomes a fixed habit with you. In no other way can you develop the necessary
“money consciousness.”



POVERTY is attracted to the one whose mind is favorable to it, as money is attract-
ed to him whose mind has been deliberately prepared to attract it, and through
poverty consciousness develops without conscious application of habits favora-
ble to it. The money consciousness must be created to order, unless one is born
with such a consciousness.

Catch the full significance of the statements in the preceding paragraph, and you
will understand the importance of PERSISTENCE in the accumulation of a for-
tune. Without PERSISTENCE, you will be defeated, even before you start. With
PERSISTENCE you will win.

If you have ever experienced a nightmare, you will realize the value of persistence.
You are lying in bed, half awake, with a feeling that you are about to smother. You
are unable to turn over, or to move a muscle. You realize that you MUST BEGIN
to regain control over your muscles. Through persistent effort of will-power, you
finally manage to move the fingers of one hand. By continuing to move your fin-
gers, you extend your control to the muscles of one arm, until you can lift it. Then
you gain control of the other arm in the same manner. You finally gain control
over the muscles of one leg, and then extend it to the other leg. THEN- WITH
ONE SUPREME EFFORT OF WILL- you regain complete control over your mus-
cular system, and “snap” out of your nightmare. The trick has been turned step
by step.

You may find it necessary to “snap” out of your mental inertia, through a simi-
lar procedure, moving slowly at first, then increasing your speed, until you gain
complete control over your will. Be PERSISTENT no matter how slowly you may,
at first, have to move.


If you select your “Master Mind” group with care, you will have in it, at least one
person who will aid you in the development of PERSISTENCE. Some men who
have accumulated great fortunes, did so because of NECESSITY. They developed
the habit of PERSISTENCE, because they were so closely driven by circumstanc-
es, that they had to become persistent.

any other quality! Remember this, and it will hearten you, in the beginning, when
the going may seem difficult and slow. Those who have cultivated the HABIT of
persistence seem to enjoy insurance against failure. No matter how many times
they are defeated, they finally arrive up toward the top of the ladder.



Sometimes it appears that there is a hidden Guide whose duty is to test men
through all sorts of discouraging experiences. Those who pick themselves up after
defeat and keep on trying, arrive; and the world cries, “Bravo! I knew you could
do it!” The hidden Guide lets no one enjoy great achievement without passing the
PERSISTENCE TEST. Those who can’t take it, simply do not make the grade.

Those who can “take it” are bountifully rewarded for their PERSISTENCE. They
receive, as their compensation, whatever goal they are pursuing. That is not all!
They receive something infinitely more important than material compensation-
the knowledge that



There are exceptions to this rule; a few people know from experience the sound-
ness of persistence. They are the ones who have not accepted defeat as being any-
thing more than temporary.

They are the ones whose DESIRES are so PERSISTENTLY APPLIED that defeat
is finally changed into victory. We who stand on the side-lines of Life see the over-
whelmingly large number who go down in defeat, never to rise again. We see the
few who take the punishment of defeat as an urge to greater effort. These, fortu-
nately, never learn to accept Life’s reverse gear. But what we DO NOT SEE, what
most of us never suspect of existing, is the silent but irresistible POWER which
comes to the rescue of those who fight on in the face of discouragement. If we
speak of this power at all we call it PERSISTENCE, and let it go at that. One
thing we all know, if one does not possess PERSISTENCE, one does not achieve
noteworthy success in any calling.

As these lines are being written, I look up from my work, and see before me,
less than a block away, the great mysterious “Broadway,” the “Graveyard of Dead
Hopes,” and the “Front Porch of Opportunity.” From all over the world people
have come to Broadway, seeking fame, fortune, power, love, or whatever it is that
human beings call success. Once in a great while someone steps out from the
long procession of seekers, and the world hears that another person has mastered
Broadway. But Broadway is not easily nor quickly conquered. She acknowledges
talent, recognizes genius, pays off in money, only after one has refused to QUIT.

Then we know he has discovered the secret of how to conquer Broadway. The
secret is always inseparably attached to one word, PERSISTENCE!



The secret is told in the struggle of Fannie Hurst, whose PERSISTENCE con-
quered the Great White Way. She came to New York in 1915, to convert writing
into riches. The conversion did not come quickly, BUT IT CAME. For four years
Miss Hurst learned about “The Sidewalks of New York” from first hand experi-
ence. She spent her days laboring, and her nights HOPING. When hope grew dim,
she did not say, “Alright Broadway, you win!” She said, “Very well, Broadway, you
may whip some, but not me. I’m going to force you to give up.”

One publisher (The Saturday Evening Post) sent her thirty six rejection slips, be-
fore she “broke the ice and got a story across. The average writer, like the “aver-
age” in other walks of life, would have given up the job when the first rejection slip
came. She pounded the pavements for four years to the tune of the publisher’s
“NO,” because she was determined to win.

Then came the “payoff.” The spell had been broken, the unseen Guide had tested
Fannie Hurst, and she could take it. From that time on publishers made a beaten
path to her door. Money came so fast she hardly had time to count it. Then the
moving picture men discovered her, and money came not in small change, but in
floods. The moving picture rights to her latest novel, “Great Laughter,” brought
$100,000.00, said to be the highest price ever paid for a story before publication.
Her royalties from the sale of the book probably will run much more.

Briefly, you have a description of what PERSISTENCE is capable of achieving.
Fannie Hurst is no exception. Wherever men and women accumulate great rich-
es, you may be sure they first acquired PERSISTENCE. Broadway will give any
beggar a cup of coffee and a sandwich, but it demands PERSISTENCE of those
who go after the big stakes.

Kate Smith will say “amen” when she reads this. For years she sang, without mon-
ey, and without price, before any microphone she could reach. Broadway said
to her, “Come and get it, if you can take it.” She did take it until one happy day
Broadway got tired and said, “Aw, what’s the use? You don’t know when you’re
whipped, so name your price, and go to work in earnest.” Miss Smith named her

It was plenty. Away up in figures so high that one week’s salary is far more than
most people make in a whole year.

Verily it pays to be PERSISTENT!

And here is an encouraging statement which carries with it a suggestion of great



OUT SUCCESS. Countless others have come and gone, many of them sang well
enough, but they failed to make the grade because they lacked the courage to keep
on keeping on, until Broadway became tired of turning them away. Persistence is
a state of mind, therefore it can be cultivated.

Like all states of mind, persistence is based upon definite causes, among them
these: –

a. DEFINITENESS OF PURPOSE. Knowing what one wants is the first and, per-
haps, the most important step toward the development of persistence. A strong
motive forces one to surmount many difficulties.

b. DESIRE. It is comparatively easy to acquire and to maintain persistence in
pursuing the object of intense desire.

c. SELF-RELIANCE. Belief in one’s ability to carry out a plan encourages one to
follow the plan through with persistence. (Self-reliance can be developed through
the principle described in the chapter on auto-suggestion).

d. DEFINITENESS OF PLANS. Organized plans, even though they maybe weak
and entirely impractical, encourage persistence.

e. ACCURATE KNOWLEDGE. Knowing that one’s plans are sound, based upon
experience or observation, encourages persistence; “guessing” instead of “know-
ing” destroys persistence.

f. CO-OPERATION. Sympathy, understanding, and harmonious cooperation
with others tend to develop persistence.

g. WILL-POWER. The habit of concentrating one’s thoughts upon the building
of plans for the attainment of a definite purpose, leads to persistence.

h. HABIT. Persistence is the direct result of habit. The mind absorbs and be-
comes a part of the daily experiences upon which it feeds. Fear, the worst of all
enemies, can be effectively cured by forced repetition of cwt8 of courage. Every-
one who has seen active service in war knows this.

Before leaving the subject of PERSISTENCE, take inventory of yourself, and de-
termine in what particular, if any, you are lacking in this essential quality. Meas-
ure yourself courageously, point by point, and see how many of the eight factors
of persistence you lack. The analysis may lead to discoveries that will give you a
new grip on yourself.




Here you will find the real enemies which stand between you and noteworthy
achievement. Here you will find not only the “symptoms” indicating weakness of
PERSISTENCE, but also the deeply seated subconscious causes of this weakness.
Study the list carefully, and face yourself squarely IF YOU REALLY WISH TO

These are the weaknesses which must be mastered by all who accumulate riches.

  1. Failure to recognize and to clearly define exactly what one wants.

  2. Procrastination, with or without cause. (Usually backed up with a formidable
    array of alibis and excuses).

  3. Lack of interest in acquiring specialized knowledge.

  4. Indecision, the habit of “passing the buck” on all occasions, instead of facing
    issues squarely. (Also backed by alibis).

  5. The habit of relying upon alibis instead of creating definite plans for the solu-
    tion of problems.

  6. Self-satisfaction. There is but little remedy for this affliction, and no hope for
    those who suffer from it.

  7. Indifference, usually reflected in one’s readiness to compromise on all occa-
    sions, rather than meet opposition and fight it.

  8. The habit of blaming others for one’s mistakes, and accepting unfavorable cir-
    cumstances as being unavoidable.

  9. WEAKNESS OF DESIRE, due to neglect in the choice of MOTIVES that impel

  10. Willingness, even eagerness, to quit at the first sign of defeat. (Based upon one
    or more of the 6 basic fears).

  11. Lack of ORGANIZED PLANS, placed in writing where they may be analyzed.

  12. The habit of neglecting to move on ideas, or to grasp opportunity when it
    presents itself.



  1. WISHING instead of WILLING.

  2. The habit of compromising with POVERTY instead of aiming at riches. Gen-
    eral absence of ambition to be, to do, and to own.

  3. Searching for all the short-cuts to riches, trying to GET without GIVING a
    fair equivalent, usually reflected in the habit of gambling, endeavoring to drive
    “sharp” bargains.

  4. FEAR OF CRITICISM, failure to create plans and to put them into action, be-
    cause of what other people will think, do, or say. This enemy belongs at the head
    of the list, because it generally exists in one’s subconscious mind, where its pres-
    ence is not recognized. (See the Six Basic Fears in a later chapter).

Let us examine some of the symptoms of the Fear of Criticism. The majority of
people permit relatives, friends, and the public at large to so influence them that
they cannot live their own lives, because they fear criticism.

Huge numbers of people make mistakes in marriage, stand by the bargain, and
go through life miserable and unhappy, because they fear criticism which may
follow if they correct the mistake. (Anyone who has submitted to this form of fear
knows the irreparable damage it does, by destroying ambition, self-reliance, and
the desire to achieve).

Millions of people neglect to acquire belated educations, after having left school,
because they fear criticism. Countless numbers of men and women, both young
and old, permit relatives to wreck their lives in the name of DUTY, because they
fear criticism. (Duty does not require any person to submit to the destruction of
his personal ambitions and the right to live his own life in his own way).

People refuse to take chances in business, because they fear the criticism which
may follow if they fail. The fear of criticism, in such cases is stronger than the
DESIRE for success.

Too many people refuse to set high goals for themselves, or even neglect selecting
a career, because they fear the criticism of relatives and “friends” who may say
“Don’t aim so high, people will think you are crazy.

When Andrew Carnegie suggested that I devote twenty years to the organization
of a philosophy of individual achievement my first impulse of thought was fear of
what people might say. The suggestion set up a goal for me, far out of proportion



to any I had ever conceived. As quick as a flash, my mind began to create alibis
and excuses, all of them traceable to the inherent FEAR OF CRITICISM. Some-
thing inside of me said, “You can’t do it-the job is too big, and requires too much
time-what will your relatives think of you ?-how will you earn a living?-no one has
ever organized a philosophy of success, what right have you to believe you can do
it?-who are you, anyway, to aim so high?- remember your humble birth-what do
you know about philosophy-people will think you are crazy-(and they did)-why
hasn’t some other person done this before now?”

These, and many other questions flashed into my mind, and demanded attention.
It seemed as if the whole world had suddenly turned its attention to me with the
purpose of ridiculing me into giving up all desire to carry out Mr. Carnegie’s sug-

I had a fine opportunity, then and there, to kill off ambition before it gained con-
trol of me. Later in life, after having analyzed thousands of people, I discovered
The time to nurse an idea is at the time of its birth. Every minute it lives, gives
it a better chance of surviving. The FEAR OF CRITICISM is at the bottom of the
destruction of most ideas which never reach the PLANNING and ACTION stage.

Many people believe that material success is the result of favorable “breaks.”
There is an element of ground for the belief, but those depending entirely upon
luck, are nearly always disappointed, because they overlook another important
factor which must be present before one can be sure of success. It is the knowl-
edge with which favorable “breaks” can be made to order.

During the depression, W. C. Fields, the comedian, lost all his money, and found
himself without income, without a job, and his means of earning a living (vaude-
ville) no longer existed. Moreover, he was past sixty, when many men consider
themselves “old.” He was so eager to stage a comeback that he offered to work
without pay, in a new field (movies). In addition to his other troubles, he fell and
injured his neck. To many that would have been the place to give up and QUIT.
But Fields was PERSISTENT. He knew that if he carried on he would get the
“breaks” sooner or later, and he did get them, but not by chance.

Marie Dressier found herself down and out, with her money gone, with no job,
when she was about sixty. She, too, went after the “breaks,” and got them. Her
PERSISTENCE brought an astounding triumph late in life, long beyond the age
when most men and women are done with ambition to achieve.



Eddie Cantor lost his money in the 1929 stock crash, but he still had his PERSIST-
ENCE and his courage. With these, plus two prominent eyes, he exploited himself
back into an income of $10,000 a week! Verily, if one has PERSISTENCE, one
can get along very well without many other qualities. The only “break” anyone
can afford to rely upon is a self-made “break.” These come through the applica-
tion of PERSISTENCE. The starting point is DEFINITENESS OF PURPOSE.

Examine the first hundred people you meet, ask them what they want most in
life, and ninety eight of them will not be able to tell you. If you press them for an
answer, some will say-SECURITY, many will say-MONEY, a few will say- HAP-
PINESS, others will say-FAME AND POWER, and still others will say-SOCIAL
none of them will be able to define these terms, or give the slightest indication of
a PLAN by which they hope to attain these vaguely expressed wishes. Riches do
not respond to wishes. They respond only to definite plans, backed by definite
desires, through constant PERSISTENCE.


There are four simple steps which lead to the habit of PERSISTENCE. They call
for no great amount of intelligence, no particular amount of education, and but
little time or effort. The necessary steps are:-



    ING INFLUENCES, including negative suggestions of relatives, friends and ac-


These four steps are essential for success in all walks of life. The entire purpose
of the thirteen principles of this philosophy is to enable one to take these four
steps as a matter of habit. These are the steps by which one may control one’s
economic destiny. They are the steps that lead to freedom and independence of
thought. They are the steps that lead to riches, in small or great quantities. They
lead the way to power, fame, and worldly recognition. They are the four steps



which guarantee favorable “breaks.” They are the steps that convert dreams into
physical realities.

They lead, also, to the mastery of FEAR, DISCOURAGEMENT, INDIFFER-

There is a magnificent reward for all who learn to take these four steps. It is the
privilege of writing one’s own ticket, and of making Life yield whatever price is

I have no way of knowing the facts, but I venture to conjecture that Mrs. Wallis
Simpson’s great love for a man was not accidental, nor the result of favorable
“breaks” alone. There was a burning desire, and careful searching at every step
of the way. Her first duty was to love. What is the greatest thing on earth? The
Master called it love-not man made rules, criticism, bitterness, slander, or politi-
cal “marriages,” but love.

She knew what she wanted, not after she met the Prince of Wales, but long before
that. Twice when she had failed to find it, she had the courage to continue her
search. “To thine own self be true, and it must follow, as the night the day, thou
canst not then be false to any man.”

Her rise from obscurity was of the slow, progressive, PERSISTENT order, but
it was SURE! She triumphed over unbelievably long odds; and, no matter who
you are, or what you may think of Wallis Simpson, or the king who gave up his
Crown for her love, she is an astounding example of applied PERSISTENCE, an
instructor on the rules of self-determination, from whom the entire world might
profitably take lessons.

When you think of Wallis Simpson, think of one who knew what she wanted, and
shook the greatest empire on earth to get it. Women who complain that this is
a man’s world, that women do not have an equal chance to win, owe it to them-
selves to study carefully the life of this unusual woman, who, at an age which most
women consider “old,” captured the affections of the most desirable bachelor in
the entire world.

And what of King Edward? What lesson may we learn from his part in the world’s
greatest drama of recent times? Did he pay too high a price for the affections of
the woman of his choice?

Surely no one but he can give the correct answer. The rest of us can only conjec-
ture. This much we know, the king came into the world without his own consent.



He was born to great riches, without requesting them. He was persistently sought
in marriage; politicians and statesmen throughout Europe tossed dowagers and
princesses at his feet. Because he was the first born of his parents, he inherited
a crown, which he did not seek, and perhaps did not desire. For more than forty
years he was not a free agent, could not live his life in his own way, had but lit-
tle privacy, and finally assumed duties inflicted upon him when he ascended the

Some will say, “With all these blessings, King Edward should have found peace of
mind, contentment, and j oy of living. ” The truth is that back of all the privileges of
a crown, all the money, the fame, and the power inherited by King Edward, there
was an emptiness which could be filled only by love.

His greatest DESIRE was for love. Long before he met Wallis Simpson, he doubt-
less felt this great universal emotion tugging at the strings of his heart, beating
upon the door of his soul, and crying out for expression. And when he met a kin-
dred spirit, crying out for this same Holy privilege of expression, he recognized
it, and without fear or apology, opened his heart and bade it enter. All the scan-
dal-mongers in the world cannot destroy the beauty of this international drama,
through which two people found love, and had the courage to face open criticism,
renounce ALL ELSE to give it holy expression.

King Edward’s DECISION to give up the crown of the world’s most powerful em-
pire, for the privilege of going the remainder of the way through life with the
woman of his choice, was a decision that required courage. The decision also had
a price, but who has the right to say the price was too great? Surely not He who
said, “He among you who is without sin, let him cast the first stone.”

As a suggestion to any evil-minded person who chooses to find fault with the Duke
of Windsor, because his DESIRE was for LOVE, and for openly declaring his love
for Wallis Simpson, and giving up his throne for her, let it be remembered that
the OPEN DECLARATION was not essential. He could have followed the custom
of clandestine liaison which has prevailed in Europe for centuries, without giving
up either his throne, or the woman of his choice, and there would have been NO
built of sterner stuff. His love was clean. It was deep and sincere. It represented
the one thing which, above ALL ELSE he truly DESIRED, therefore, he took what
he wanted, and paid the price demanded.

If Europe had been blessed with more rulers with the human heart and the traits
of honesty of ex-king Edward, for the past century, that unfortunate hemisphere
now seething with greed, hate, lust, political connivance, and threats of war,



would have a DIFFERENT AND A BETTER STORY TO TELL. A story in which
Love and not Hate would rule.

In the words of Stuart Austin Wier we raise our cup and drink this toast to ex-king
Edward and Wallis Simpson: “Blessed is the man who has come to know that
our muted thoughts are our sweetest thoughts. “Blessed is the man who, from the
blackest depths, can see the luminous figure of LOVE, and seeing, sing; and sing-
ing, say: “Sweeter far than uttered lays are the thoughts I have of you.'”

In these words would we pay tribute to the two people who, more than all others
of modern times, have been the victims of criticism and the recipients of abuse,
because they found Life’s greatest treasure, and claimed it. *Mrs. Simpson read
and approved this analysis.

Most of the world will applaud the Duke of Windsor and Wallis Simpson, because
of their PERSISTENCE in searching until they found life’s greatest reward. ALL
OF US CAN PROFIT by following their example in our own search for that which
we demand of life.

What mystical power gives to men of PERSISTENCE the capacity to master dif-
ficulties? Does the quality of PERSISTENCE set up in one’s mind some form of
spiritual, mental or chemical activity which gives one access to supernatural forc-
es? Does Infinite Intelligence throw itself on the side of the person who still fights
on, after the battle has been lost, with the whole world on the opposing side?

These and many other similar questions have arisen in my mind as I have observed
men like Henry Ford, who started at scratch, and built an Industrial Empire of
huge proportions, with little else in the way of a beginning but PERSISTENCE.
Or, Thomas A. Edison, who, with less than three months of schooling, became the
world’s leading inventor and converted PERSISTENCE into the talking machine,
the moving picture machine, and the incandescent light, to say nothing of half a
hundred other useful inventions.

I had the happy privilege of analyzing both Mr. Edison and Mr. Ford, year by
year, over a long period of years, and therefore, the opportunity to study them at
close range, so I speak from actual knowledge when I say that I found no quality
save PERSISTENCE, in either of them, that even remotely suggested the major
source of their stupendous achievements.

As one makes an impartial study of the prophets, philosophers, “miracle” men,
and religious leaders of the past, one is drawn to the inevitable conclusion that
PERSISTENCE, concentration of effort, and DEFINITENESS OF PURPOSE,
were the major sources of their achievements.



Consider, for example, the strange and fascinating story of Mohammed; analyze
his life, compare him with men of achievement in this modern age of industry and
finance, and observe how they have one outstanding trait in common, PERSIST-

If you are keenly interested in studying the strange power which gives potency
to PERSISTENCE, read a biography of Mohammed, especially the one by Essad
Bey. This brief review of that book, by Thomas Sugrue, in the Herald-Tribune,
will provide a preview of the rare treat in store for those who take the time to read
the entire story of one of the most astounding examples of the power of PERSIST-
ENCE known to civilization.


Reviewed by Thomas Sugrue

“Mohammed was a prophet, but he never performed a miracle. He was not a
mystic; he had no formal schooling; he did not begin his mission until he was
forty. When he announced that he was the Messenger of God, bringing word of
the true religion, he was ridiculed and labeled a lunatic. Children tripped him
and women threw filth upon him. He was banished from his native city, Mecca,
and his followers were stripped of their worldly goods and sent into the desert
after him. When he had been preaching ten years he had nothing to show for it
but banishment, poverty and ridicule. Yet before another ten years had passed,
he was dictator of all Arabia, ruler of Mecca, and the head of a New World re-
ligion which was to sweep to the Danube and the Pyrenees before exhausting
the impetus he gave it. That impetus was three-fold: the power of words, the
efficacy of prayer and man’s kinship with God.

“His career never made sense. Mohammed was born to impoverished mem-
bers of a leading family of Mecca. Because Mecca, the crossroads of the world,
home of the magic stone called the Caaba, great city of trade and the center of
trade routes, was unsanitary, its children were sent to be raised in the desert by
Bedouins. Mohammed was thus nurtured, drawing strength and healthfrom the
milk of nomad, vicarious mothers. He tended sheep and soon hired out to a rich
widow as leader of her caravans. He traveled to all parts of the Eastern World,
talked with many men of diverse beliefs and observed the decline of Christian-
ity into warring sects. When he was twenty-eight, Khadija, the widow, looked
upon him with favor, and married him. Her father would have objected to such
a marriage, so she got him drunk and held him up while he gave the paternal



blessing. For the next twelve years Mohammed lived as a rich and respected and
very shrewd trader. Then he took to wandering in the desert, and one day he
returned with the first verse of the Koran and told Khadija that the archangel
Gabriel had appeared to him and said that he was to be the Messenger of God.

“The Koran, the revealed word of God, was the closest thing to a miracle in Mo-
hammed’s life. He had not been a poet; he had no gift of words. Yet the verses
of the Koran, as he received them and recited them to the faithful, were better
than any verses which the professional poets of the tribes could produce. This,
to the Arabs, was a miracle. To them the gift of words was the greatest gift, the
poet was all-powerful. In addition the Koran said that all men were equal before
God, that the world should be a democratic state-Islam. It was this political her-
esy, plus Mohammed’s desire to destroy all the 360 idols in the courtyard of the
Caaba, which brought about his banishment. The idols brought the desert tribes
to Mecca, and that meant trade. So the business men of Mecca, the capitalists,
of which he had been one, set upon Mohammed. Then he retreated to the desert
and demanded sovereignty over the world.

“The rise of Islam began. Out of the desert came aflame which would not be
extinguished-a democratic army fighting as a unit and prepared to die without
wincing. Mohammed had invited the Jews and Christians to join him; for he
was not building a new religion. He was calling all who believed in one God to
join in a single faith. If the Jews and Christians had accepted his invitation Is-
lam would have conquered the world. They didn’t. They would not even accept
Mohammed’s innovation of humane warfare. When the armies of the prophet
entered Jerusalem not a single person was killed because of his faith. When the
crusaders entered the city, centuries later, not a Moslem man, woman, or child
was spared. But the Christians did accept one Moslem idea-the place of learn-
ing, the university.”



Chapter 10

Power of the Master Mind: The Driving Force

The Ninth Step toward Riches

POWER is essential for success in the accumulation of money. PLANS are in-
ert and useless, without sufficient POWER to translate them into ACTION. This
chapter will describe the method by which an individual may attain and apply

POWER maybe defined as “organized and intelligently directed KNOWLEDGE.”
Power, as the term is here used, refers to ORGANIZED effort, sufficient to enable
an individual to transmute DESIRE into its monetary equivalent. ORGANIZED
effort is produced through the coordination of effort of two or more people, who
work toward a DEFINITE end, in a spirit of harmony.



Let us ascertain how power maybe acquired. If power is “organized knowledge,”
let us examine the sources of knowledge:

a. INFINITE INTELLIGENCE. This source of knowledge may be contacted
through the procedure described in another chapter, with the aid of Creative Im-

b. ACCUMULATED EXPERIENCE. The accumulated experience of man, (or
that portion of it which has been organized and recorded), may be found in any
well-equipped public library. An important part of this accumulated experience is
taught in public schools and colleges, where it has been classified and organized.

c. EXPERIMENT AND RESEARCH. In the field of science, and in practically
every other walk of life, men are gathering, classifying, and organizing new facts
daily. This is the source to which one must turn when knowledge is not available
through “accumulated experience.” Here, too, the Creative Imagination must of-
ten be used.



Knowledge may be acquired from any of the foregoing sources. It may be con-
verted into POWER by organizing it into definite PLANS and by expressing those
plans in terms of ACTION. Examination of the three major sources of knowledge
will readily disclose the difficulty an individual would have, if he depended upon
his efforts alone, in assembling knowledge and expressing it through definite
plans in terms of ACTION. If his plans are comprehensive, and if they contem-
plate large proportions, he must, generally, induce others to cooperate with him,
before he can inject into them the necessary element of POWER.


The “Master Mind” maybe defined as: “Coordination of knowledge and effort, in
a spirit of harmony, between two or more people, for the attainment of a definite

No individual may have great power without availing himself of the “Master
Mind.” In a preceding chapter, instructions were given for the creation of PLANS
for the purpose of translating DESIRE into its monetary equivalent. If you carry
out these instructions with PERSISTENCE and intelligence, and use discrimina-
tion in the selection of your “Master Mind” group, your objective will have been
half-way reached, even before you begin to recognize it.

So you may better understand the “intangible” potentialities of power available
to you, through a properly chosen “Master Mind” group, we will here explain the
two characteristics of the Master Mind principle, one of which is economic in
nature, and the other psychic. The economic feature is obvious. Economic ad-
vantages may be created by any person who surrounds himself with the advice,
counsel, and personal cooperation of a group of men who are willing to lend him
wholehearted aid, in a spirit of PERFECT HARMONY. This form of cooperative
alliance has been the basis of nearly every great fortune. Your understanding of
this great truth may definitely determine your financial status.

The psychic phase of the Master Mind principle is much more abstract, much
more difficult to comprehend, because it has reference to the spiritual forces with
which the human race, as a whole, is not well acquainted. You may catch a signifi-
cant suggestion from this statement: “No two minds ever come together without,
thereby, creating a third, invisible, intangible force which may be likened to a
third mind.”

Keep in mind the fact that there are only two known elements in the whole uni-
verse, energy and matter. It is a well known fact that matter maybe broken down



into units of molecules, atoms, and electrons. There are units of matter which
may be isolated, separated, and analyzed.

Likewise, there are units of energy. The human mind is a form of energy, a part
of it being spiritual in nature. When the minds of two people are coordinated in a
SPIRIT OF HARMONY, the spiritual units of energy of each mind form an affin-
ity, which constitutes the “psychic” phase of the Master Mind.

The Master Mind principle, or rather the economic feature of it, was first called
to my attention by Andrew Carnegie, over twenty-five years ago. Discovery of this
principle was responsible for the choice of my life’s work.

Mr. Carnegie’s Master Mind group consisted of a staff of approximately fifty men,
with whom he surrounded himself, for the DEFINITE PURPOSE of manufactur-
ing and marketing steel. He attributed his entire fortune to the POWER he accu-
mulated through this “Master Mind.”

Analyze the record of any man who has accumulated a great fortune, and many
of those who have accumulated modest fortunes, and you will find that they have
either consciously, or unconsciously employed the “Master Mind” principle.



ENERGY is Nature’s universal set of building blocks, out of which she constructs
every material thing in the universe, including man, and every form of animal and
vegetable life. Through a process which only Nature completely understands, she
translates energy into matter. Nature’s building blocks are available to man, in
the energy involved in THINKING! Man’s brain may be compared to an electric
battery. It absorbs energy from the ether, which permeates every atom of matter,
and fills the entire universe.

It is a well known fact that a group of electric batteries will provide more energy
than a single battery. It is also a well known fact that an individual battery will
provide energy in proportion to the number and capacity of the cells it contains.

The brain functions in a similar fashion. This accounts for the fact that some
brains are more efficient than others, and leads to this significant statement-a
group of brains coordinated (or connected) in a spirit of harmony, will provide
more thought-energy than a single brain, just as a group of electric batteries will
provide more energy than a single battery.



Through this metaphor it becomes immediately obvious that the Master Mind
principle holds the secret of the POWER wielded by men who surround them-
selves with other men of brains. There follows, now, another statement which
will lead still nearer to an understanding of the psychic phase of the Master Mind
principle: When a group of individual brains are coordinated and function in
Harmony, the increased energy created through that alliance, becomes available
to every individual brain in the group.

It is a well known fact that Henry Ford began his business career under the handi-
cap of poverty, illiteracy, and ignorance. It is an equally well known fact that,
within the inconceivably short period of ten years, Mr. Ford mastered these three
handicaps, and that within twenty-five years he made himself one of the rich-
est men in America. Connect with this fact, the additional knowledge that Mr.
Ford’s most rapid strides became noticeable, from the time he became a personal
friend of Thomas A. Edison, and you will begin to understand what the influence
of one mind upon another can accomplish. Go a step farther, and consider the
fact that Mr. Ford’s most outstanding achievements began from the time that
he formed the acquaintances of Harvey Firestone, John Burroughs, and Luther
Burbank, (each a man of great brain capacity), and you will have further evidence
that POWER may be produced through friendly alliance of minds.

There is little if any doubt that Henry Ford is one of the best informed men in the
business and industrial world. The question of his wealth needs no discussion.
Analyze Mr. Ford’s intimate personal friends, some of whom have already been
mentioned, and you will be prepared to understand the following statement: –
“Men take on the nature and the habits and the POWER OF THOUGHT of those
with whom they associate in a spirit of sympathy and harmony.”

Henry Ford whipped poverty, illiteracy, and ignorance by allying himself with
great minds, whose vibrations of thought he absorbed into his own mind. Through
his association with Edison, Burbank, Burroughs, and Firestone, Mr. Ford added
to his own brain power, the sum and substance of the intelligence, experience,
knowledge, and spiritual forces of these four men. Moreover, he appropriated,
and made use of the Master Mind principle through the methods of procedure
described in this book.

This principle is available to you! We have already mentioned Mahatma Gan-
dhi. Perhaps the majority of those who have heard of Gandhi, look upon him as
merely an eccentric little man, who goes around without formal wearing apparel,
and makes trouble for the British Government.

In reality, Gandhi is not eccentric, but HE IS THE MOST POWERFUL MAN NOW



(Estimated by the number of his followers and their faith in their leader.) Moreo-
ver, he is probably the most powerful man who has ever lived. His power is pas-
sive, but it is real.

Let us study the method by which he attained his stupendous POWER. It may be
explained in a few words. He came by POWER through inducing over two hun-
dred million people to coordinate, with mind and body, in a spirit of HARMONY,

In brief, Gandhi has accomplished a MIRACLE, for it is a miracle when two hun-
dred million people can be induced-not forced-to cooperate in a spirit of HAR-
MONY, for a limitless time. If you doubt that this is a miracle, try to induce ANY
TWO PEOPLE to cooperate in a spirit of harmony for any length of time.

Every man who manages a business knows what a difficult matter it is to get em-
ployees to work together in a spirit even remotely resembling HARMONY.

The list of the chief sources from which POWER may be attained is, as you have
seen, headed by INFINITE INTELLIGENCE. When two or more people coordi-
nate in a spirit of HARMONY, and work toward a definite objective, they place
themselves in position, through that alliance, to absorb power directly from the
great universal storehouse of Infinite Intelligence. This is the greatest of all sourc-
es of POWER. It is the source to which the genius turns. It is the source to which
every great leader turns, (whether he maybe conscious of the fact or not).

The other two major sources from which the knowledge, necessary for the accu-
mulation of POWER, maybe obtained are no more reliable than the five senses of
man. The senses are not always reliable. Infinite Intelligence DOES NOT ERR.

In subsequent chapters, the methods by which Infinite Intelligence may be most
readily contacted will be adequately described. This is not a course on religion.
No fundamental principle described in this book should be interpreted as be-
ing intended to interfere either directly, or indirectly, with any man’s religious
habits. This book has been confined, exclusively, to instructing the reader how
to transmute the DEFINITE PURPOSE OF DESIRE FOR MONEY, into its mon-
etary equivalent.

Read, THINK, and meditate as you read. Soon, the entire subject will unfold,
and you will see it in perspective. You are now seeing the detail of the individual



Money is as shy and elusive as the “old time” maiden. It must be wooed and won
by methods not unlike those used by a determined lover, in pursuit of the girl of
his choice. And, coincidental as it is, the POWER used in the “wooing” of money
is not greatly different from that used in wooing a maiden. That power, when
successfully used in the pursuit of money must be mixed with FAITH. It must be
mixed with DESIRE. It must be mixed with PERSISTENCE. It must be applied
through a plan, and that plan must be set into ACTION.

When money comes in quantities known as “the big money,” it flows to the one
who accumulates it, as easily as water flows down hill. There exists a great unseen
stream of POWER, which may be compared to a river; except that one side flows
in one direction, carrying all who get into that side of the stream, onward and
upward to WEALTH-and the other side flows in the opposite direction, carrying
all who are unfortunate enough to get into it (and not able to extricate themselves
from it), downward to misery and POVERTY.

Every man who has accumulated a great fortune, has recognized the existence of
this stream of life. It consists of one’s THINKING PROCESS. The positive emo-
tions of thought form the side of the stream which carries one to fortune. The
negative emotions form the side which carries one down to poverty. This carries a
thought of stupendous importance to the person who is following this book with
the object of accumulating a fortune.

If you are in the side of the stream of POWER which leads to poverty, this may
serve as an oar, by which you may propel yourself over into the other side of the
stream. It can serve you ONLY through application and use. Merely reading, and
passing judgment on it, either one way or another, will in no way benefit you.

Some people undergo the experience of alternating between the positive and
negative sides of the stream, being at times on the positive side, and at times on
the negative side. The Wall Street crash of ” 29 swept millions of people from the
positive to the negative side of the stream. These millions are struggling, some of
them in desperation and fear, to get back to the positive side of the stream. This
book was written especially for those millions.

Poverty and riches often change places. The Crash taught the world this truth, al-
though the world will not long remember the lesson. Poverty may, and generally
does, voluntarily take the place of riches. When riches take the place of poverty,
the change is usually brought about through well conceived and carefully execut-
ed PLANS. Poverty needs no plan. It needs no one to aid it, because it is bold and
ruthless. Riches are shy and timid. They have to be “attracted.”



ANYBODY can WISH for riches, and most people do, but only a few know that
a definite plan, plus a BURNING DESIRE for wealth, are the only dependable
means of accumulating wealth.



Chapter u

The Mystery of Sex: Transmutation

The Tenth Step toward Riches

The meaning of the word “transmute” is, in simple language, “the changing, or
transferring of one element, or form of energy, into another.”

The emotion of sex brings into being a state of mind. Because of ignorance
on the subject, this state of mind is generally associated with the physical, and
because of improper influences, to which most people have been subjected, in
acquiring knowledge of sex, things essentially physical have highly biased the

The emotion of sex has back of it the possibility of three constructive potentiali-
ties, they are: –

  1. The perpetuation of mankind.

  2. The maintenance of health, (as a therapeutic agency, it has no equal).

  3. The transformation of mediocrity into genius through transmutation.

Sex transmutation is simple and easily explained. It means the switching of the
mind from thoughts of physical expression, to thoughts of some other nature.

Sex desire is the most powerful of human desires. When driven by this desire,
men develop keenness of imagination, courage, will-power, persistence, and crea-
tive ability unknown to them at other times. So strong and impelling is the desire
for sexual contact that men freely run the risk of life and reputation to indulge it.
When harnessed, and redirected along other lines, this motivating force main-
tains all of its attributes of keenness of imagination, courage, etc., which maybe
used as powerful creative forces in literature, art, or in any other profession or
calling, including, of course, the accumulation of riches.

The transmutation of sex energy calls for the exercise of will-power, to be sure,
but the reward is worth the effort. The desire for sexual expression is inborn and
natural. The desire cannot, and should not be submerged or eliminated. But it
should be given an outlet through forms of expression which enrich the body,



mind, and spirit of man. If not given this form of outlet, through transmutation,
it will seek outlets through purely physical channels.

A river may be dammed, and its water controlled for a time, but eventually, it
will force an outlet. The same is true of the emotion of sex. It may be submerged
and controlled for a time, but its very nature causes it to be ever seeking means
of expression. If it is not transmuted into some creative effort it will find a less
worthy outlet.

Fortunate, indeed, is the person who has discovered how to give sex emotion an
outlet through some form of creative effort, for he has, by that discovery, lifted
himself to the status of a genius.

Scientific research has disclosed these significant facts:

  1. The men of greatest achievement are men with highly developed sex natures;
    men who have learned the art of sex transmutation.

  2. The men who have accumulated great fortunes and achieved outstanding rec-
    ognition in literature, art, industry, architecture, and the professions, were moti-
    vated by the influence of a woman.

The research from which these astounding discoveries were made, went back
through the pages of biography and history for more than two thousand years.
Wherever there was evidence available in connection with the lives of men and
women of great achievement, it indicated most convincingly that they possessed
highly developed sex natures.

The emotion of sex is an “irresistible force,” against which there can be no such
opposition as an “immovable body.” When driven by this emotion, men become
gifted with a super power for action. Understand this truth, and you will catch the
significance of the statement that sex transmutation will lift one to the status of
a genius.

The emotion of sex contains the secret of creative ability. Destroy the sex glands,
whether in man or beast, and you have removed the major source of action. For
proof of this, observe what happens to any animal after it has been castrated. A
bull becomes as docile as a cow after it has been altered sexually. Sex alteration
takes out of the male, whether man or beast, all the FIGHT that was in him. Sex
alteration of the female has the same effect.




The human mind responds to stimuli, through which it maybe “keyed up” to high
rates of vibration, known as enthusiasm, creative imagination, intense desire, etc.
The stimuli to which the mind responds most freely are:-

  1. The desire for sex expression

  2. Love

  3. A burning desire for fame, power, or financial gain, MONEY

  4. Music

  5. Friendship between either those of the same sex, or those of the opposite sex.

  6. A Master Mind alliance based upon the harmony of two or more people who
    ally themselves for spiritual or temporal advancement.

  7. Mutual suffering, such as that experienced by people who are persecuted.

  8. Auto-suggestion

  9. Fear

  10. Narcotics and alcohol.

The desire for sex expression comes at the head of the list of stimuli, which most
effectively “stepup” the vibrations of the mind and start the “wheels” of physical
action. Eight of these stimuli are natural and constructive. Two are destructive.
The list is here presented for the purpose of enabling you to make a comparative
study of the major sources of mind stimulation. From this study, it will be readily
seen that the emotion of sex is, by great odds, the most intense and powerful of
all mind stimuli.

This comparison is necessary as a foundation for proof of the statement that trans-
mutation of sex energy may lift one to the status of a genius. Let us find out what
constitutes a genius. Some wiseacre has said that a genius is a man who “wears
long hair, eats queer food, lives alone, and serves as a target for the joke makers.”
A better definition of a genius is, “a man who has discovered how to increase the
vibrations of thought to the point where he can freely communicate with sources
of knowledge not available through the ordinary rate of vibration of thought.”



The person who thinks will want to ask some questions concerning this definition
of genius. The first question will be, “How may one communicate with sources of
knowledge which are not available through the ORDINARY rate of vibration of

The next question will be, “Are there known sources of knowledge which are avail-
able only to genii, and if so, WHAT ARE THESE SOURCES, and exactly how may
they be reached?”

We shall offer proof of the soundness of some of the more important statements
made in this book-or at least we shall offer evidence through which you may se-
cure your own proof through experimentation, and in doing so, we shall answer
both of these questions.


The reality of a “sixth sense” has been fairly well established. This sixth sense
is “Creative Imagination.” The faculty of creative imagination is one which the
majority of people never use during an entire lifetime, and if used at all, it usu-
ally happens by mere accident. A relatively small number of people use, WITH
agination. Those who use this faculty voluntarily, and with understanding of its
functions, are GENII.

The faculty of creative imagination is the direct link between the finite mind of
man and Infinite Intelligence. All so-called revelations, referred to in the realm
of religion, and all discoveries of basic or new principles in the field of invention,
take place through the faculty of creative imagination.

When ideas or concepts flash into one’s mind, through what is popularly called a
“hunch,” they come from one or more of the following sources :-

  1. Infinite Intelligence

  2. One’s subconscious mind, wherein is stored every sense impression and
    thought impulse which ever reached the brain through any of the five senses

  3. From the mind of some other person who has just released the thought, or
    picture of the idea or concept, through conscious thought, or



  1. From the other person’s subconscious storehouse. There are no other KNOWN
    sources from which “inspired” ideas or “hunches” may be received.

The creative imagination functions best when the mind is vibrating (due to some
form of mind stimulation) at an exceedingly high rate. That is, when the mind is
functioning at a rate of vibration higher than that of ordinary, normal thought.

When brain action has been stimulated, through one or more of the ten mind stim-
ulants, it has the effect of lifting the individual far above the horizon of ordinary
thought, and permits him to envision distance, scope, and quality of THOUGHTS
not available on the lower plane, such as that occupied while one is engaged in the
solution of the problems of business and professional routine.

When lifted to this higher level of thought, through any form of mind stimulation,
an individual occupies, relatively, the same position as one who has ascended in
an airplane to a height from which he may see over and beyond the horizon line
which limits his vision, while on the ground. Moreover, while on this higher level
of thought, the individual is not hampered or bound by any of the stimuli which
circumscribe and limit his vision while wrestling with the problems of gaining the
three basic necessities of food, clothing, and shelter. He is in a world of thought
in which the ORDINARY, work-a-day thoughts have been as effectively removed
as are the hills and valleys and other limitations of physical vision, when he rises
in an airplane.

While on this exalted plane of THOUGHT, the creative faculty of the mind is
given freedom for action. The way has been cleared for the sixth sense to func-
tion, it becomes receptive to ideas which could not reach the individual under any
other circumstances. The “sixth sense” is the faculty which marks the difference
between a genius and an ordinary individual.

The creative faculty becomes more alert and receptive to vibrations, originating
outside the individual’s subconscious mind, the more this faculty is used, and the
more the individual relies upon it, and makes demands upon it for thought im-
pulses. This faculty can be cultivated and developed only through use.

That which is known as ones ” conscience operates entirely through the faculty
of the sixth sense. The great artists, writers, musicians, and poets become great,
because they acquire the habit of relying upon the “still small voice” which speaks
from within, through the faculty of creative imagination. It is a fact well known
to people who have “keen” imaginations that their best ideas come through so-
called “hunches.”



There is a great orator who does not attain to greatness, until he closes his eyes
and begins to rely entirely upon the faculty of Creative Imagination. When asked
why he closed his eyes just before the climaxes of his oratory, he replied, “I do it,
because, then I speak through ideas which come to me from within.”

One of America’s most successful and best known financiers followed the habit of
closing his eyes for two or three minutes before making a decision.

When asked why he did this, he replied, “With my eyes closed, I am able to draw
upon a source of superior intelligence.”

The late Dr. Elmer R. Gates, of Chevy Chase, Maryland, created more than 200
useful patents, many of them basic, through the process of cultivating and using
the creative faculty. His method is both significant and interesting to one inter-
ested in attaining to the status of genius, in which category Dr. Gates, unques-
tionably belonged. Dr. Gates was one of the really great, though less publicized
scientists of the world.

In his laboratory, he had what he called his “personal communication room.” It
was practically sound proof, and so arranged that all light could be shut out. It
was equipped with a small table, on which he kept a pad of writing paper. In front
of the table, on the wall, was an electric pushbutton, which controlled the lights.
When Dr. Gates desired to draw upon the forces available to him through his
Creative Imagination, he would go into this room, seat himself at the table, shut
off the lights, and CONCENTRATE upon the KNOWN factors of the invention on
which he was working, remaining in that position until ideas began to “flash” into
his mind in connection with the UNKNOWN factors of the invention.

On one occasion, ideas came through so fast that he was forced to write for almost
three hours. When the thoughts stopped flowing, and he examined his notes, he
found they contained a minute description of principles which bad not a parallel
among the known data of the scientific world.

Moreover, the answer to his problem was intelligently presented in those notes.
In this manner Dr. Gates completed over 200 patents, which had been begun, but
not completed, by “half-baked” brains. Evidence of the truth of this statement is
in the United States Patent Office.

Dr. Gates earned his living by “sitting for ideas” for individuals and corporations.
Some of the largest corporations in America paid him substantial fees, by the
hour, for “sitting for ideas.”



The reasoning faculty is often faulty, because it is largely guided by one’s accu-
mulated experience. Not all knowledge, which one accumulates through “expe-
rience,” is accurate. Ideas received through the creative faculty are much more
reliable, for the reason that they come from sources more reliable than any which
are available to the reasoning faculty of the mind.

The major difference between the genius and the ordinary “crank” inventor, may
be found in the fact that the genius works through his faculty of creative imagina-
tion, while the “crank” knows nothing of this faculty. The scientific inventor (such
as Mr. Edison, and Dr. Gates), makes use of both the synthetic and the creative
faculties of imagination.

For example, the scientific inventor, or “genius, begins an invention by organizing
and combining the known ideas, or principles accumulated through experience,
through the synthetic faculty (the reasoning faculty). If he finds this accumulated
knowledge to be insufficient for the completion of his invention, he then draws
upon the sources of knowledge available to him through his creative faculty. The
method by which he does this varies with the individual, but this is the sum and
substance of his procedure:

    AVERAGE PLANE, using one or more of the ten mind stimulants or some other
    stimulant of his choice.

  2. HE CONCENTRATES upon the known factors (the finished part) of his inven-
    tion, and creates in his mind a perfect picture of unknown factors (the unfinished
    part), of his invention. He holds this picture in mind until it has been taken over
    by the subconscious mind, then relaxes by clearing his mind of ALL thought, and
    waits for his answer to “flash” into his mind.

Sometimes the results are both definite and immediate. At other times, the re-
sults are negative, depending upon the state of development of the “sixth sense,”
or creative faculty. Mr. Edison tried out more than 10,000 different combina-
tions of ideas through the synthetic faculty of his imagination before he “tuned
in” through the creative faculty, and got the answer which perfected the incandes-
cent light. His experience was similar when he produced the talking machine.

There is plenty of reliable evidence that the faculty of creative imagination exists.
This evidence is available through accurate analysis of men who have become
leaders in their respective callings, without having had extensive educations. Lin-
coln was a notable example of a great leader who achieved greatness, through
the discovery, and use of his faculty of creative imagination. He discovered, and



began to use this faculty as the result of the stimulation of love which he expe-
rienced after he met Anne Rutledge, a statement of the highest significance, in
connection with the study of the source of genius.

The pages of history are filled with the records of great leaders whose achieve-
ments maybe traced directly to the influence of women who aroused the creative
faculties of their minds, through the stimulation of sex desire. Napoleon Bona-
parte was one of these.

When inspired by his first wife, Josephine, he was irresistible and invincible.
When his “better judgment” or reasoning faculty prompted him to put Josephine
aside, he began to decline. His defeat and St. Helena were not far distant.

If good taste would permit, we might easily mention scores of men, well known
to the American people, who climbed to great heights of achievement under the
stimulating influence of their wives, only to drop back to destruction AFTER
money and power went to their heads, and they put aside the old wife for a new

Napoleon was not the only man to discover that sex influence, from the right
source, is more powerful than any substitute of expediency, which maybe created
by mere reason.

The human mind responds to stimulation! Among the greatest, and most pow-
erful of these stimuli is the urge of sex. When harnessed and transmuted, this
driving force is capable of lifting men into that higher sphere of thought which
enables them to master the sources of worry and petty annoyance which beset
their pathway on the lower plane.

Unfortunately, only the genii have made the discovery. Others have accepted
the experience of sex urge, without discovering one of its major potentialities-a
fact which accounts for the great number of “others” as compared to the limited
number of genii.

For the purpose of refreshing the memory, in connection with the facts available
from the biographies of certain men, we here present the names of a few men
of outstanding achievement, each of whom was known to have been of a highly
sexed nature. The genius which was their’s, undoubtedly found its source of pow-
er in transmuted sex energy:




Your own knowledge of biography will enable you to add to this list. Find, if you
can, a single man, in all history of civilization, who achieved outstanding success
in any calling, who was not driven by a well developed sex nature.

If you do not wish to rely upon biographies of men not now living, take inventory
of those whom you know to be men of great achievement, and see if you can find
one among them who is not highly sexed. Sex energy is the creative energy of all
genii. There never has been, and never will be a great leader, builder, or artist
lacking in this driving force of sex.

Surely no one will misunderstand these statements to mean that ALL who are
highly sexed are genii! Man attains to the status of a genius ONLY when, and IF,
he stimulates his mind so that it draws upon the forces available, through the
creative faculty of the imagination. Chief among the stimuli with which this “step-
ping up” of the vibrations maybe produced is sex energy. The mere possession of
this energy is not sufficient to produce a genius. The energy must be transmuted
from desire for physical contact, into some other form of desire and action, be-
fore it will lift one to the status of a genius.

Far from becoming genii, because of great sex desires, the majority of men lower
themselves, through misunderstanding and misuse of this great force, to the sta-
tus of the lower animals.




I discovered, from the analysis of over 25,000 people, that men who succeed in
an outstanding way, seldom do so before the age of forty, and more often they do
not strike their real pace until they are well beyond the age of fifty. This fact was
so astounding that it prompted me to go into the study of its cause most carefully,
carrying the investigation over a period of more than twelve years.

This study disclosed the fact that the major reason why the majority of men who
succeed do not begin to do so before the age of forty to fifty, is their tendency to
DISSIPATE their energies through over indulgence in physical expression of the
emotion of sex. The majority of men never learn that the urge of sex has other
possibilities, which far transcend in importance, that of mere physical expression.
The majority of those who make this discovery, do so after having wasted many
years at a period when the sex energy is at its height, prior to the age of forty-five
to fifty. This usually is followed by noteworthy achievement.

The lives of many men up to, and sometimes well past the age of forty, reflect a
continued dissipation of energies, which could have been more profitably turned
into better channels. Their finer and more powerful emotions are sown wildly
to the four winds. Out of this habit of the male, grew the term, “sowing his wild

The desire for sexual expression is by far the strongest and most impelling of all
the human emotions, and for this very reason this desire, when harnessed and
transmuted into action, other than that of physical expression, may raise one to
the status of a genius.

One of America’s most able business men frankly admitted that his attractive
secretary was responsible for most of the plans he created. He admitted that her
presence lifted him to heights of creative imagination, such as he could experi-
ence under no other stimulus.

One of the most successful men in America owes most of his success to the influ-
ence of a very charming young woman, who has served as his source of inspira-
tion for more than twelve years.

Everyone knows the man to whom this reference is made, but not everyone knows
the REAL SOURCE of his achievements.

History is not lacking in examples of men who attained to the status of genii, as
the result of the use of artificial mind stimulants in the form of alcohol and nar-



cotics. Edgar Allen Poe wrote the “Raven” while under the influence of liquor,
“dreaming dreams that mortal never dared to dream before.” James Whitcomb
Riley did his best writing while under the influence of alcohol. Perhaps it was thus
he saw “the ordered intermingling of the real and the dream, the mill above the
river, and the mist above the stream.” Robert Burns wrote best when intoxicated,
“For Auld Lang Syne, my dear, we’ll take a cup of kindness yet, for Auld Lang
Syne.” But let it be remembered that many such men have destroyed themselves
in the end. Nature has prepared her own potions with which men may safely
stimulate their minds so they vibrate on a plane that enables them to tune in to
fine and rare thoughts which come from-no man knows where! No satisfactory
substitute for Nature’s stimulants has ever been found.

It is a fact well known to psychologists that there is a very close relationship be-
tween sex desires and spiritual urges-a fact which accounts for the peculiar be-
havior of people who participate in the orgies known as religious “revivals,” com-
mon among the primitive types.

The world is ruled, and the destiny of civilization is established, by the human
emotions. People are influenced in their actions, not by reason so much as by
“feelings.” The creative faculty of the mind is set into action entirely by emotions,
and not by cold reason. The most powerful of all human emotions is that of sex.
There are other mind stimulants, some of which have been listed, but no one of
them, nor all of them combined, can equal the driving power of sex.

A mind stimulant is any influence which will either temporarily, or permanently,
increase the vibrations of thought. The ten major stimulants, described, are those
most commonly resorted to.

Through these sources one may commune with Infinite Intelligence, or enter, at
will, the storehouse of the subconscious mind, either one’s own, or that of another
person, a procedure which is all there is of genius.

A teacher, who has trained and directed the efforts of more than 30,000 sales peo-
ple, made the astounding discovery that highly sexed men are the most efficient
salesmen. The explanation is, that the factor of personality known as “personal
magnetism” is nothing more nor less than sex energy. Highly sexed people always
have a plentiful supply of magnetism. Through cultivation and understanding,
this vital force may be drawn upon and used to great advantage in the relation-
ships between people. This energy may be communicated to others through the
following media:



i. The hand-shake. The touch of the hand indicates, instantly, the presence of
magnetism, or the lack of it.

  1. The tone of voice. Magnetism, or sex energy, is the factor with which the voice
    may be colored, or made musical and charming.

  2. Posture and carriage of the body. Highly sexed people move briskly, and with
    grace and ease.

  3. The vibrations of thought. Highly sexed people mix the emotion of sex with
    their thoughts, or may do so at will, and in that way, may influence those around

  4. Body adornment. People who are highly sexed are usually very careful about
    their personal appearance. They usually select clothing of a style becoming to
    their personality, physique, complexion, etc.

When employing salesmen, the more capable sales manager looks for the quality
of personal magnetism as the first requirement of a salesman. People who lack
sex energy will never become enthusiastic nor inspire others with enthusiasm,
and enthusiasm is one of the most important requisites in salesmanship, no mat-
ter what one is selling.

The public speaker, orator, preacher, lawyer, or salesman who is lacking in sex
energy is a “flop,” as far as being able to influence others is concerned. Couple
with this the fact, that most people can be influenced only through an appeal to
their emotions, and you will understand the importance of sex energy as a part of
the salesman’s native ability. Master salesmen attain the status of mastery in sell-
ing, because they, either consciously, or unconsciously, transmute the energy of
sex into SALES ENTHUSIASM! In this statement may be found a very practical
suggestion as to the actual meaning of sex transmutation.

The salesman who knows how to take his mind off the subject of sex, and direct it
in sales effort with as much enthusiasm and determination as he would apply to
its original purpose, has acquired the art of sex transmutation, whether he knows
it or not.

The majority of salesmen who transmute their sex energy do so without being in
the least aware of what they are doing, or how they are doing it.

Transmutation of sex energy calls for more will power than the average person
cares to use for this purpose. Those who find it difficult to summon will-power



sufficient for transmutation, may gradually acquire this ability. Though this re-
quires will-power, the reward for the practice is more than worth the effort. The
entire subject of sex is one with which the majority of people appear to be unpar-
donably ignorant. The urge of sex has been grossly misunderstood, slandered,
and burlesqued by the ignorant and the evil minded, for so long that the very
word sex is seldom used in polite society. Men and women who are known to be
blessed-yes, BLESSED-with highly sexed natures, are usually looked upon as be-
ing people who will bear watching. Instead of being called blessed, they are usu-
ally called cursed.

Millions of people, even in this age of enlightenment, have inferiority complexes
which they developed because of this false belief that a highly sexed nature is a
curse. These statements, of the virtue of sex energy, should not be construed as
justification for the libertine. The emotion of sex is a virtue ONLY when used in-
telligently, and with discrimination. It may be misused, and often is, to such an
extent that it debases, instead of enriches, both body and mind. The better use of
this power is the burden of this chapter.

It seemed quite significant to the author, when he made the discovery that practi-
cally every great leader, whom he had the privilege of analyzing, was a man whose
achievements were largely inspired by a woman. In many instances, the “woman
in the case” was a modest, self-denying wife, of whom the public had heard but
little or nothing. In a few instances, the source of inspiration has been traced to
the “other woman.” Perhaps such cases may not be entirely unknown to you.

Intemperance in sex habits is just as detrimental as intemperance in habits of
drinking and eating. In this age in which we live, an age which began with the
world war, intemperance in habits of sex is common. This orgy of indulgence may
account for the shortage of great leaders. No man can avail himself of the forces
of his creative imagination, while dissipating them. Man is the only creature on
earth which violates Nature’s purpose in this connection. Every other animal in-
dulges its sex nature in moderation, and with purpose which harmonizes with the
laws of nature. Every other animal responds to the call of sex only in “season.”
Man’s inclination is to declare “open season.”

Every intelligent person knows that stimulation in excess, through alcoholic
drink and narcotics, is a form of intemperance which destroys the vital organs of
the body, including the brain. Not every person knows, however, that over indul-
gence in sex expression may become a habit as destructive and as detrimental to
creative effort as narcotics or liquor.



A sex-mad man is not essentially different than a dope-mad man! Both have lost
control over their faculties of reason and will-power. Sexual overindulgence may
not only destroy reason and will-power, but it may also lead to either temporary,
or permanent insanity. Many cases of hypochondria (imaginary illness) grow out
of habits developed in ignorance of the true function of sex.

From these brief references to the subject, it may be readily seen that ignorance
on the subject of sex transmutation, forces stupendous penalties upon the igno-
rant on the one hand, and withholds from them equally stupendous benefits, on
the other.

Widespread ignorance on the subject of sex is due to the fact that the subject has
been surrounded with mystery and beclouded by dark silence. The conspiracy of
mystery and silence has had the same effect upon the minds of young people that
the psychology of prohibition had. The result has been increased curiosity, and
desire to acquire more knowledge on this “verboten” subject; and to the shame of
all lawmakers, and most physicians-by training best qualified to educate youth on
that subject -information has not been easily available.

Seldom does an individual enter upon highly creative effort in any field of en-
deavor before the age of forty. The average man reaches the period of his great-
est capacity to create between forty and sixty. These statements are based upon
analysis of thousands of men and women who have been carefully observed. They
should be encouraging to those who fail to arrive before the age of forty, and
to those who become frightened at the approach of “old age,” around the forty-
year mark. The years between forty and fifty are, as a rule, the most fruitful. Man
should approach this age, not with fear and trembling, but with hope and eager

If you want evidence that most men do not begin to do their best work before the
age of forty, study the records of the most successful men known to the American
people, and you will find it.

Henry Ford had not “hit his pace” of achievement until he had passed the age of
forty. Andrew Carnegie was well past forty before he began to reap the reward of
his efforts.

James J. Hill was still running a telegraph key at the age of forty. His stupendous
achievements took place after that age. Biographies of American industrialists
and financiers are filled with evidence that the period from forty to sixty is the
most productive age of man. Between the ages of thirty and forty, man begins to
learn (if he ever learns), the art of sex transmutation. This discovery is generally



accidental, and more often than otherwise, the man who makes it is totally un-
conscious of his discovery. He may observe that his powers of achievement have
increased around the age of thirty-five to forty, but in most cases, he is not famil-
iar with the cause of this change; that Nature begins to harmonize the emotions of
love and sex in the individual, between the ages of thirty and forty, so that he may
draw upon these great forces, and apply them jointly as stimuli to action.

Sex, alone, is a mighty urge to action, but its forces are like a cyclone-they are
often uncontrollable. When the emotion of love begins to mix itself with the emo-
tion of sex, the result is calmness of purpose, poise, accuracy of judgment, and
balance. What person, who has attained to the age of forty, is so unfortunate as
to be unable to analyze these statements, and to corroborate them by his own

When driven by his desire to please a woman, based solely upon the emotion of
sex, a man may be, and usually is, capable of great achievement, but his actions
may be disorganized, distorted, and totally destructive. When driven by his desire
to please a woman, based upon the motive of sex alone, a man may steal, cheat,
and even commit murder. But when the emotion of LOVE is mixed with the emo-
tion of sex, that same man will guide his actions with more sanity, balance, and

Criminologists have discovered that the most hardened criminals can be reformed
through the influence of a woman’s love. There is no record of a criminal having
been reformed solely through the sex influence. These facts are well known, but
their cause is not. Reformation comes, if at all, through the heart, or the emo-
tional side of man, not through his head, or reasoning side.

Reformation means, “a change of heart.” It does not mean a “change of head.”
A man may, because of reason, make certain changes in his personal conduct
to avoid the consequences of undesirable effects, but GENUINE REFORMA-
TION comes only through a change of heart -through a DESIRE to change. Love,
Romance, and Sex are all emotions capable of driving men to heights of super
achievement. Love is the emotion which serves as a safety valve, and insures bal-
ance, poise, and constructive effort. When combined, these three emotions may
lift one to an altitude of a genius. There are genii, however, who know but little
of the emotion of love. Most of them may be found engaged in some form of ac-
tion which is destructive, or at least, not based upon justice and fairness toward
others. If good taste would permit, a dozen genii could be named in the field of
industry and finance, who ride ruthlessly over the rights of their fellow men. They
seem totally lacking in conscience. The reader can easily supply his own list of
such men.



The emotions are states of mind. Nature has provided man with a “chemistry
of the mind” which operates in a manner similar to the principles of chemistry
of matter. It is a well known fact that, through the aid of chemistry of matter, a
chemist may create a deadly poison by mixing certain elements, none of which
are-in themselves-harmful in the right proportions. The emotions may, likewise,
be combined so as to create a deadly poison. The emotions of sex and jealousy,
when mixed, may turn a person into an insane beast.

The presence of any one or more of the destructive emotions in the human mind,
through the chemistry of the mind, sets up a poison which may destroy one’s
sense of justice and fairness. In extreme cases, the presence of any combination
of these emotions in the mind may destroy one’s reason.

The road to genius consists of the development, control, and use of sex, love, and
romance. Briefly, the process maybe stated as follows:

Encourage the presence of these emotions as the dominating thoughts in one’s
mind, and discourage the presence of all the destructive emotions. The mind is
a creature of habit. It thrives upon the dominating thoughts fed it. Through the
faculty of will-power, one may discourage the presence of any emotion, and en-
courage the presence of any other. Control of the mind, through the power of will,
is not difficult. Control comes from persistence, and habit. The secret of control
lies in understanding the process of transmutation. When any negative emotion
presents itself in one’s mind, it can be transmuted into a positive, or constructive
emotion, by the simple procedure of changing one’s thoughts.


A man may attain to great heights of financial or business achievement, solely
by the driving force of sex energy, but history is filled with evidence that he may,
and usually does, carry with him certain traits of character which rob him of the
ability to either hold, or enjoy his fortune. This is worthy of analysis, thought, and
meditation, for it states a truth, the knowledge of which maybe helpful to women
as well as men. Ignorance of this has cost thousands of people their privilege of
HAPPINESS, even though they possessed riches.

The emotions of love and sex leave their unmistakable marks upon the features.
Moreover, these signs are so visible, that all who wish may read them. The man
who is driven by the storm of passion, based upon sex desires alone, plainly ad-
vertises that fact to the entire world, by the expression of his eyes, and the lines of
his face. The emotion of love, when mixed with the emotion of sex, softens, modi-



fies, and beautifies the facial expression. No character analyst is needed to tell you
this- you may observe it for yourself.

The emotion of love brings out, and develops, the artistic and the aesthetic nature
of man. It leaves its impress upon one’s very soul, even after the fire has been
subdued by time and circumstance.

Memories of love never pass. They linger, guide, and influence long after the
source of stimulation has faded. There is nothing new in this. Every person, who
has been moved by GENUINE LOVE, knows that it leaves enduring traces upon
the human heart. The effect of love endures, because love is spiritual in nature.
The man who cannot be stimulated to great heights of achievement by love, is
hopeless-he is dead, though he may seem to live.

Even the memories of love are sufficient to lift one to a higher plane of creative ef-
fort. The major force of love may spend itself and pass away, like a fire which has
burned itself out, but it leaves behind indelible marks as evidence that it passed
that way. Its departure often prepares the human heart for a still greater love. Go
back into your yesterdays, at times, and bathe your mind in the beautiful memo-
ries of past love. It will soften the influence of the present worries and annoy-
ances. It will give you a source of escape from the unpleasant realities of life, and
maybe-who knows?-your mind will yield to you, during this temporary retreat
into the world of fantasy, ideas, or plans which may change the entire financial or
spiritual status of your life.

If you believe yourself unfortunate, because you have “loved and lost,” perish the
thought. One who has loved truly, can never lose entirely. Love is whimsical and
temperamental. Its nature is ephemeral, and transitory. It comes when it pleases,
and goes away without warning. Accept and enjoy it while it remains, but spend
no time worrying about its departure. Worry will never bring it back.

Dismiss, also, the thought that love never comes but once. Love may come and go,
times without number, but there are no two love experiences which affect one in
just the same way. There may be, and there usually is, one love experience which
leaves a deeper imprint on the heart than all the others, but all love experiences
are beneficial, except to the person who becomes resentful and cynical when love
makes its departure.

There should be no disappointment over love, and there would be none if peo-
ple understood the difference between the emotions of love and sex. The major
difference is that love is spiritual, while sex is biological. No experience, which
touches the human heart with a spiritual force, can possibly be harmful, except
through ignorance, or jealousy.



Love is, without question, life’s greatest experience. It brings one into commun-
ion with Infinite Intelligence. When mixed with the emotions of romance and sex,
it may lead one far up the ladder of creative effort. The emotions of love, sex, and
romance, are sides of the eternal triangle of achievement-building genius. Nature
creates genii through no other force.

Love is an emotion with many sides, shades, and colors. The love which one feels
for parents, or children is quite different from that which one feels for one’s sweet-
heart. The one is mixed with the emotion of sex, while the other is not.

The love which one feels in true friendship is not the same as that felt for one’s
sweetheart, parents, or children, but it, too, is a form of love.

Then, there is the emotion of love for things inanimate, such as the love of Nature’s
handiwork. But the most intense and burning of all these various kinds of love,
is that experienced in the blending of the emotions of love and sex. Marriages,
not blessed with the eternal affinity of love, properly balanced and proportioned,
with sex, cannot be happy ones-and seldom endure. Love, alone, will not bring
happiness in marriage, nor will sex alone. When these two beautiful emotions are
blended, marriage may bring about a state of mind, closest to the spiritual that
one may ever know on this earthly plane.

When the emotion of romance is added to those of love and sex, the obstructions
between the finite mind of man and Infinite Intelligence are removed.

Then a genius has been born! What a different story is this, than those usually as-
sociated with the emotion of sex. Here is an interpretation of the emotion which
lifts it out of the commonplace, and makes of it potter’s clay in the hands of God,
from which He fashions all that is beautiful and inspiring. It is an interpretation
which would, when properly understood, bring harmony out of the chaos which
exists in too many marriages. The disharmonies often expressed in the form of
nagging, may usually be traced to lack of knowledge on the subject of sex. Where
love, romance and the proper understanding of the emotion and function of sex
abide, there is no disharmony between married people.

Fortunate is the husband whose wife understands the true relationship between
the emotions of love, sex, and romance. When motivated by this holy triumvirate,
no form of labor is burdensome, because even the most lowly form of effort takes
on the nature of a labor of love.



It is a very old saying that “a man’s wife may either make him or break him,” but
the reason is not always understood. The “making” and “breaking” is the result of
the wife’s understanding, or lack of understanding of the emotions of love, sex,
and romance. Despite the fact that men are polygamous, by the very nature of
their biological inheritance, it is true that no woman has as great an influence on a
man as his wife, unless he is married to a woman totally unsuited to his nature. If
a woman permits her husband to lose interest in her, and become more interested
in other women, it is usually because of her ignorance, or indifference toward the
subjects of sex, love, and romance. This statement presupposes, of course, that
genuine love once existed between a man and his wife.

The facts are equally applicable to a man who permits his wife’s interest in him
to die. Married people often bicker over a multitude of trivialities. If these are
analyzed accurately, the real cause of the trouble will often be found to be indif-
ference, or ignorance on these subjects. Man’s greatest motivating force is his
desire to please woman! The hunter who excelled during prehistoric days, before
the dawn of civilization, did so, because of his desire to appear great in the eyes
of woman. Man’s nature has not changed in this respect. The “hunter” of today
brings home no skins of wild animals, but he indicates his desire for her favor
by supplying fine clothes, motor cars, and wealth. Man has the same desire to
please woman that he had before the dawn of civilization. The only thing that
has changed, is his method of pleasing. Men who accumulate large fortunes, and
attain to great heights of power and fame, do so, mainly, to satisfy their desire to
please women.

Take women out of their lives, and great wealth would be useless to most men. It
is this inherent desire of man to please woman, which gives woman the power to
make or break a man.

The woman who understands man’s nature and tactfully caters to it, need have
no fear of competition from other women. Men may be “giants” with indomita-
ble will-power when dealing with other men, but they are easily managed by the
women of their choice.

Most men will not admit that they are easily influenced by the women they prefer,
because it is in the nature of the male to want to be recognized as the stronger of
the species. Moreover, the intelligent woman recognizes this “manly trait” and
very wisely makes no issue of it. Some men know that they are being influenced
by the women of their choice-their wives, sweethearts, mothers or sisters-but
they tactfully refrain from rebelling against the influence because they are in-
telligent enough to know that NO MAN IS HAPPY OR COMPLETE WITHOUT



not recognize this important truth deprives himself of the power which has done
more to help men achieve success than all other forces combined.



Chapter 12

The Subconscious Mind: The Connecting Link

The Eleventh Step toward Riches

THE SUBCONSCIOUS MIND consists of a field of consciousness, in which every
impulse of thought that reaches the objective mind through any of the five senses,
is classified and recorded, and from which thoughts maybe recalled or withdrawn
as letters may be taken from a filing cabinet.

It receives, and files, sense impressions or thoughts, regardless of their nature.
You may VOLUNTARILY plant in your subconscious mind any plan, thought, or
purpose which you desire to translate into its physical or monetary equivalent.
The subconscious acts first on the dominating desires which have been mixed
with emotional feeling, such as faith.

Consider this in connection with the instructions given in the chapter on DESIRE,
for taking the six steps there outlined, and the instructions given in the chapter
on the building and execution of plans, and you will understand the importance
of the thought conveyed.


Through a method of procedure, unknown to man, the subconscious mind draws
upon the forces of Infinite Intelligence for the power with which it voluntarily
transmutes one’s desires into their physical equivalent, making use, always of the
most practical media by which this end may be accomplished.

You cannot entirely control your subconscious mind, but you can voluntarily
hand over to it any plan, desire, or purpose which you wish transformed into
concrete form. Read, again, instructions for using the subconscious mind, in the
chapter on autosuggestion.

There is plenty of evidence to support the belief that the subconscious mind is the
connecting link between the finite mind of man and Infinite Intelligence. It is the
intermediary through which one may draw upon the forces of Infinite Intelligence
at will. It, alone, contains the secret process by which mental impulses are modi-
fied and changed into their spiritual equivalent. It, alone, is the medium through



which prayer may be transmitted to the source capable of answering prayer.

The possibilities of creative effort connected with the subconscious mind are stu-
pendous and imponderable. They inspire one with awe.

I never approach the discussion of the subconscious mind without a feeling of lit-
tleness and inferiority due, perhaps, to the fact that man’s entire stock of knowl-
edge on this subject is so pitifully limited. The very fact that the subconscious
mind is the medium of communication between the thinking mind of man and
Infinite Intelligence is, of itself, a thought which almost paralyzes one’s reason.

After you have accepted, as a reality, the existence of the subconscious mind, and
understand its possibilities, as a medium for transmuting your DESIRES into
their physical or monetary equivalent, you will comprehend the full significance
of the instructions given in the chapter on DESIRE. You will also understand why
you have been repeatedly admonished to MAKE YOUR DESIRES CLEAR, AND

You will also understand the necessity of PERSISTENCE in carrying out instruc-

The thirteen principles are the stimuli with which you acquire the ability to reach,
and to influence your subconscious mind. Do not become discouraged, if you can-
not do this upon the first attempt. Remember that the subconscious mind maybe
voluntarily directed only through habit, under the directions given in the chapter
on FAITH. You have not yet had time to master faith. Be patient. Be persistent.

A good many statements in the chapters on faith and auto-suggestion will be re-
peated here, for the benefit of YOUR subconscious mind. Remember, your sub-
conscious mind functions voluntarily, whether you make any effort to influence it
or not. This, naturally, suggests to you that thoughts of fear and poverty, and all
negative thoughts serve as stimuli to your subconscious mind, unless, you master
these impulses and give it more desirable food upon which it may feed.

The subconscious mind will not remain idle! If you fail to plant DESIRES in your
subconscious mind, it will feed upon the thoughts which reach it as the result of
your neglect. We have already explained that thought impulses, both negative and
positive are reaching the subconscious mind continuously, from the four sources
which were mentioned in the chapter on Sex Transmutation.

For the present, it is sufficient if you remember that you are living daily, in the
midst of all manner of thought impulses which are reaching your subconscious



mind, without your knowledge. Some of these impulses are negative, some are
positive. You are now engaged in trying to help shut oil the flow of negative im-
pulses, and to aid in voluntarily influencing your subconscious mind, through
positive impulses of DESIRE.

When you achieve this, you will possess the key which unlocks the door to your
subconscious mind. Moreover, you will control that door so completely, that no
undesirable thought may influence your subconscious mind.

Everything which man creates, BEGINS in the form of a thought impulse. Man
can create nothing which he does not first conceive in THOUGHT. Through the
aid of the imagination, thought impulses may be assembled into plans. The im-
agination, when under control, maybe used for the creation of plans or purposes
that lead to success in one’s chosen occupation.

All thought impulses, intended for transmutation into their physical equivalent,
voluntarily planted in the subconscious mind, must pass through the imagina-
tion, and be mixed with faith. The “mixing” of faith with a plan, or purpose, in-
tended for submission to the subconscious mind, maybe done ONLY through the

From these statements, you will readily observe that voluntary use of the subcon-
scious mind calls for coordination and application of all the principles.

Ella Wheeler Wilcox gave evidence of her understanding of the power of the sub-
conscious mind when she wrote:

“You never can tell what a thought will do
In bringing you hate or love-
For thoughts are things, and their airy wings
Are swifter than carrier doves.
They follow the law of the universe-
Each thing creates its kind,
And they speed O’er the track to bring you back
Whatever went out from your mind.”

Mrs. Wilcox understood the truth, that thoughts which go out from one’s mind,
also imbed themselves deeply in one’s subconscious mind, where they serve as a
magnet, pattern, or blueprint by which the subconscious mind is influenced while
translating them into their physical equivalent. Thoughts are truly things, for the
reason that every material thing begins in the form of thought-energy.



The subconscious mind is more susceptible to influence by impulses of thought
mixed with “feeling” or emotion, than by those originating solely in the reason-
ing portion of the mind. In fact, there is much evidence to support the theory,
that ONLY emotionalized thoughts have any ACTION influence upon the subcon-
scious mind.

It is a well known fact that emotion or feeling, rules the majority of people. If it
is true that the subconscious mind responds more quickly to, and is influenced
more readily by thought impulses which are well mixed with emotion, it is essen-
tial to become familiar with the more important of the emotions. There are seven
major positive emotions, and seven major negative emotions. The negatives vol-
untarily inject themselves into the thought impulses, which insure passage into
the subconscious mind. The positives must be injected, through the principle of
auto-suggestion, into the thought impulses which an individual wishes to pass on
to his subconscious mind. (Instructions have been given in the chapter on auto-

These emotions, or feeling impulses, may be likened to yeast in a loaf of bread,
because they constitute the ACTION element, which transforms thought impuls-
es from the passive to the active state. Thus may one understand why thought
impulses, which have been well mixed with emotion, are acted upon more readily
than thought impulses originating in “cold reason.”

You are preparing yourself to influence and control the “inner audience” of your
subconscious mind, in order to hand over to it the DESIRE for money, which you
wish transmuted into its monetary equivalent. It is essential, therefore, that you
understand the method of approach to this “inner audience.” You must speak its
language, or it will not heed your call. It understands best the language of emo-
tion or feeling. Let us, therefore describe here the seven major positive emotions,
and the seven major negative emotions, so that you may draw upon the positives,
and avoid the negatives, when giving instructions to your subconscious mind.


The emotion of DESIRE

The emotion of FAITH

The emotion of LOVE

The emotion of SEX

The emotion of ENTHUSIASM

The emotion of ROMANCE

The emotion of HOPE



There are other positive emotions, but these are the seven most powerful, and
the ones most commonly used in creative effort. Master these seven emotions
(they can be mastered only by USE), and the other positive emotions will be at
your command when you need them. Remember, in this connection, that you are
studying a book which is intended to help you develop a “money conscious-ness”
by filling your mind with positive emotions. One does not become money con-
scious by filling one’s mind with negative emotions.

(To be avoided)

The emotion of FEAR

The emotion of JEALOUSY

The emotion of HATRED

The emotion of REVENGE

The emotion of GREED

The emotion of SUPERSTITION

The emotion of ANGER

Positive and negative emotions cannot occupy the mind at the same time. One or
the other must dominate. It is your responsibility to make sure that positive emo-
tions constitute the dominating influence of your mind. Here the law of HABIT
will come to your aid.

Form the habit of applying and using the positive emotions! Eventually, they will
dominate your mind so completely, that the negatives cannot enter it.

Only by following these instructions literally, and continuously, can you gain
control over your subconscious mind. The presence of a single negative in your
conscious mind is sufficient to destroy all chances of constructive aid from your
subconscious mind.

If you are an observing pe